2013 Edelman Trust Barometer Malaysia
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2013 Edelman Trust Barometer Malaysia 2013 Edelman Trust Barometer Malaysia Presentation Transcript

  • MALAYSIA FINDINGS
  • TRUST MATTERS ACTIONS Trust is a Manageable Asset, determining: • Consumer purchasing behaviour • Proactive recommendations or criticism • Investment
  • EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST INFORMED ONLINE SURVEY PUBLICS IN 26 COUNTRIES • 31,000+ respondents • 200 respondents in Malaysia & 24 countries, 500 respondents in • 5 years in 20+ markets U.S. and China • 8 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • In top 25% of household income per age group in each country • 1000 respondents per country surveyed • Report significant media consumption and engagement in • Ages 18+ business news and public policy • 2 years of data • 13 years of data MARKET COMPARISONS Developed: US, UK, France, Germany and Japan Indicates Global Data Emerged: Brazil, Mexico, Russia, India and China Indicates Malaysia Data APAC SELECT COUNTRIES: China, Japan, India, Malaysia, Singapore, South Korea, 3 Indonesia, Australia, Hong Kong
  • STATE OF TRUST
  • STATE OF TRUST 2013TRUST SHIFTS BACK TO NEUTRAL AFTER A TUMULTOUS 2012 5
  • EDELMAN TRUST INDEX: EUROPE MOVES FROM DISTRUSTERS TO NEUTRAL,MALAYSIA NOW 7TH MOST TRUSTING NATION 2012 2013 GLOBAL 51 GLOBAL 57 China 76 China 80 UAE 68 Singapore 76 Singapore 67 India 71 TRUSTERS India 65 Mexico 68 Indonesia 63 Hong Kong 67 Mexico 63 UAE 66 Netherlands 61 Malaysia 64 Hong Kong 61 Canada 62 Canada 58 Indonesia 62 Malaysia 57 U.S. 59 Big Changes NEUTRAL Italy 56 Netherlands 59 from 2012 Argentina 54 Brazil 55 Australia 53 Germany 55 Germany +16 Brazil 51 France 54 France +14 Sweden 54 Sweden 49 UK +12 UK 53 US +10 U.S. 49 Italy 51 South Korea 44 Australia 50 Poland 44 Poland 48 DISTRUSTERS U.K. 41 S. Korea 47 Ireland 41 Ireland 46 France 40 Argentina 45 Germany 39 Spain 42 Spain 37 Turkey 42 Japan 34 Japan 41 Russia 32 Russia 36 6 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
  • LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS,TRUST HIGH WITH BOTH GROUPS IN MALAYSIA 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 India 64 General Population is Singapore 76 TRUSTERS 9 points lower than India 71 UAE 63 Informed Publics Singapore 63 Mexico 68 Indonesia 61 Hong Kong 67 Malaysia 61 UAE 66 Mexico 59 Malaysia 64 Largest Differences between Hong Kong 54 Canada 62 NEUTRAL Gen Pop & Informed Publics Canada 52 Indonesia 62 Brazil 51 U.S. 59 Poland, US, Sweden: - 14 points Netherlands 50 Netherlands 59 Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55 U.S. 45 France: - 13 points Germany 55 Germany 44 France 54 UK 43 Sweden 54 S. Korea 43 UK 53 Italy 51 DISTRUSTERS Turkey 43 France 41 Australia 50 Italy 40 Poland 48 Sweden 40 S. Korea 47 Australia 39 Ireland 46 Spain 37 Argentina 45 Japan 35 Spain 42 Poland 34 Turkey 42 Ireland 33 Japan 41 Russia 30 Russia 367 Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
  • ROBUST RISE IN TRUST IN MALAYSIA, DOUBLE DIGIT GROWTH IN GOVERNMENT ANDMEDIA. HOWEVER, IMPORTANT TO NOTE FRAGILITY OF TRUSTTRUST IN INSTITUTIONS – MALAYSIA, APAC & GLOBAL Malaysia 2012TRUST A GREAT DEAL Malaysia 2013 Total: 65% Total: 63% Total: 64% APAC 2013 Total: 60% Total: 60% Total: 58% Total: 49% Total: 48% Global 2013 GOVERNMENT BUSINESS 21% 21% 24% 16% 16% 23% 20% 17% Total: 76% Total: 66% Total: 68% Total: 68% Total: 63% Total: 60% Total: 57% Total: 47% MEDIA 11% 15% 22% 17% 20% 23% 25% 22% NGOS Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 8
  • TRUST IN ENERGY SECTOR JUMPS, OTHER INDUSTRIES STABLE. MEDIA AND BREWING STILL LEAST TRUSTED, THOUGH DOUBLE-DIGIT INCREASE TRUST IN INDUSTRIES – MALAYSIA 2012 2013 2012 APAC 2013 APAC Technology 85% Technology 85% #1 85% #1 83% Telecommunications 81% Banks 82% 69% 72% Banks 78% Energy 81% #3 70% 71% Financial services 77% Telecommunications 81% 63% 72% Food and beverage 75% Automotive 79% 67% #2 78% Automotive 75% Food and beverage 78% #2 76% 71% Pharmaceuticals 74% Consumer packaged 76% #3 73% 67% goodsConsumer packaged goods 70% 66% Financial services 76% 68% Energy 67% Pharmaceuticals 74% 71% 65% Media 51% 62% Media 66% 63% Brewing and spirits 33% 57% Brewing and spirits 56% 64% Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 (only industries tracked from 2012 to 2013 shown) 9
  • CULTURAL DIVIDE - BIG BUSINESS TRUSTED MORE THAN SMALL IN APAC TRUST IN SMALL BUSINESS VS. BIG BUSINESS SMALL BUSINESSES BIG BUSINESSES 79% 76% 77% 72% 70% 70% 70% 66% 62% 53% GLOBAL DEVELOPED EMERGING APAC MALAYSIA Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics ages 25-64 in 26-country global 10 total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India) , Malaysia and APAC
  • DEVELOPED-MARKET HEADQUARTERED COMPANIES MOST TRUSTED – EMERGING MARKETS STILL LAG MALAYSIA’S TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES EU, LATAM, North America 86% 86% APAC countries 82% 77% 75% 74% 73% 73% 72% 70% 55% 51% 46% 45% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. Q202A-204A. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is11 right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 box – Trust) Informed Publics Ages 25-64 in Malaysia
  • NGOS MOST TRUSTED INSTITUTION IN MALAYSIA, TIED FOR 3RD OUT OF 26 COUNTRIES; LICENSE TO LEAD? TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2008 China: 48% 2013 88% of markets surveyed have a 2013 83% 81% trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 66% 67% 66% 66% 67% 65% 64% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53% 48% 49% 51%50% 46% 41% 40% 37% 30% 28% N/A Q11-14. [NGOs TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries 12
  • STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF ISSUES TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50% 49% 49%50% 47% 50% 47% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% N/A Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries 13
  • HIGH TRUST IN ONLINE SOURCES OF INFO UNDENIABLE, TRADITIONAL STILL HAS AN IMPORTANT ROLE TO PLAY TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging APAC Malaysia 71% 70% 65% 63% 64% 59% 58%58% 61% 58% 56% 58% 51% 52% 56% 49% 52% 47% 47% 43% 41% 40% 32% 30% 26%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 56% 54% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 31% 29% TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you14 "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total, Malaysia, and APAC
  • SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something 15 about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)
  • CRISIS OF LEADERSHIP
  • MALAYSIA 2012 RETROSPECT Q1 PM REITERATES ‘NAMBIKEI’ CALL FOR INDIANS TO TRUST BN ANWAR ACQUITTED ON SODOMY II CHARGES ERYKAH BADU BANNED / CHUA SOI LEK vs LIM GUAN ENG DEBATE Q2 JANJI DITEPATI CAMPAIGN LAUNCHED BERSIH 3.0 TURNS VIOLENT RAPID PENGERANG LAUNCHED / MINIMUM WAGE POLICY ANNOUNCED Q3 MALAYSIANS RALLY AROUND PANDALELA AND CHONG WEI EDUCATION BLUEPRINT POLARISE OPINIONS PEOPLE-FRIENDLY BUDGET UNVEILED Q4 SEX BLOGGER STUDENTS IN SINGAPORE VILLIFIED LYNAS ALLOWED TO OPERATE / ETP IN FULL SWING YEAR 2 IMAGE OF VIRGIN MARY IN SUBANG, KLCI HITS ALL-TIME HIGH (1688) 2 21 DEC – WIDESPREAD DISTRUST IN MAYANS !17
  • EXPERTS AND PEERS ARE STILL MOST TRUSTED, CEO & GOVERNMENT OFFICIAL LESS CREDIBLE. THIRD PARTY VALIDATION BECOMES IMPORTANT CREDIBLE SPOKESPEOPLE GLOBAL VS MALAYSIA 2013 2012 2013 Academic or expert 68% Academic or expert 69% 71% Technical expert in the Technical expert in the 66% 67% 73% company company A person like yourself 65% A person like yourself 61% 69% Regular employee 50% Financial or industry analyst 51% 63% NGO representative 50% NGO representative 51% 54%Financial or industry analyst 46% 43% Regular employee 50% CEO 38% 55% CEO 43% Government official or 29% regulator Government official or 48% 36% regulator Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in 20 country global 18 total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
  • LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP Trust in Business Trust Business Leaders to tell the Truth Trust in Government Trust Government Leaders to tell the truth 50% Global 18% -32 Global 41% 13% -28 67% China 32% 71% -35 China 24% -47 68% India 55% 34% India -34 20% -35 50% US 38% 15% US -35 10% -28 42% 38% Germany Germany 13% 6% -29 -32 37% France 33% France 8% 10% -27 -25 Malaysia 59% 64% Malaysia 21% -38 26% -38 Q11 -14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and19 nine means that you trust them a great deal. (Top 4 Box, Trust); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust business leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following? (Top Box, Trust A great Deal) General Population
  • CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWMALAYSIANS’ TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 35% 30% 29% 26% SOLVE SOCIAL OR SOCIETAL ISSUES CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, REGARDLESS INDUSTRIES THAT ARE DECISIONS OF HOW COMPLEX OR UNPOPULAR EXPERIENCING PROBLEMS IT IS GOVERNMENT LEADERS 27% 25% 28% 21% SOLVE SOCIAL OR SOCIETAL ISSUES CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, REGARDLESS INDUSTRIES THAT ARE DECISIONS OF HOW COMPLEX OR UNPOPULAR EXPERIENCING PROBLEMS IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General Population in20 Malaysia
  • TRUST BUILDING
  • 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT (59%) LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSEdelman Trust Barometer research INTEGRITY (58%)reveals 16 SPECIFIC ATTRIBUTES HAS ETHICAL BUSINESS PRACTICESwhich build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES (54%) OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. PURPOSE (47%) WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS (39%) HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 22 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  • TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – MALAYSIA Gap -23 Importance 60% LISTENS TO CUSTOMER NEEDS AND FEEDBACK Performance 37% -17 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 59% 42% 59% -23 HAS ETHICAL BUSINESS PRACTICES 36% 58% -28 PLACES CUSTOMERS AHEAD OF PROFITS 30% 58% -26 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 32% 56% -24 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 32% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% -26 BUSINESS 29% TREATS EMPLOYEES WELL 54% -27 27% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 50% -17 33% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 50% -20 30%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN 49% WHICH THE COMPANY OPERATES 31% -18 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 47% -20 27% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46% -12 34% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 45% 27% -18RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES 42% TO WORK FOR OR MOST ADMIRED COMPANIES 31% -11 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 40% SOCIETAL ISSUES 24% -16 Q80-Q96. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Malaysia(excludes ‘Don’t 23 Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Malaysia
  • THE NEW DYNAMIC – DIAMOND OF INFLUENCE: INCLUSIVE MANAGEMENTPYRAMID OFAUTHORITY CEO (Vertical) GOVERNMENT FROM 2000 TO 2013 OFFICIALS BOARD OF DIRECTORS FEW MANY ACADEMICS DICTATE CO-CREATE TECHNICAL EXPERTS FIXED FLEXIBLE ELITE MEDIA MONOLOGUE DIALOGUE G E N E R A L P O P U L AT I O N CONTROL EMPOWERMENT EMPLOYEES ACTION CONSUMERS Traditional SOCIAL ACTIVISTS Search & Content PYRAMID OF COMMUNITY (Horizontal)
  • LESSONS FOR ALL LEADERS Observe re-ordering of authority Old values are not sufficient Clear opportunity for collaboration Trust is fragile and perceived behaviors are an anchor25
  • On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance Armstrong: bySebastian David Tingkæ r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu