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APAC Trust Barometer 2011
 

APAC Trust Barometer 2011

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The Asia Pacific findings of the 2011 Edelman Trust Barometer.

The Asia Pacific findings of the 2011 Edelman Trust Barometer.

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    APAC Trust Barometer 2011 APAC Trust Barometer 2011 Presentation Transcript

    • 2011 Edelman Trust BarometerAsia-Pacific (APAC)
    • Edelman Trust Barometer at a glanceEleventh annual study5,075 people in 23 countries of which 1,575 in APACAges 25 to 64College-educatedIn top 25% of household income per age groupin each countryReport significant media consumption and engagementin business news and public policyAPAC Select Countries: India, China, Japan, South Korea,Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200aged 25-64) 2
    • The Edelman Trust Barometer in retrospect 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs 3
    • 2010 Year in review
    • State of TrustShifting center of gravity
    • Globally, trust increases in all institutions Trust in Institutions – Global 2010 2011 100% 90% +4 +2 80% +5 +4 70% 61% 60% 57% 56% 54% 52% 49% 50% 47% 45% 40% 30% 20% 10% 0% NGOs Business Government MediaA7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what isright. On 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, howmuch do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 6
    • APAC and global trust in business trend upward while US drops Trust in Business (2010 – 2011) 2010 2011 100% +16 Trusters Neutral Distrusters 90% 80% 80% +2 -8 70% 70% 67% 67% 64% 63% 62% 61% 61% 58% 57% 53% 60% 54% 56% 54% 54% 50% 46% 47% 45% 46% 40% 30% 20% 10% 0% Global APAC US Indonesia India Singapore China Australia Japan South KoreaA9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what isright. On 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, how much doyou trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 7
    • APAC and global trust in government rise significantly; APAC significantly more trusting of government than global peers Trust in Government (2010 – 2011) 2010 2011 100% +14 Trusters Neutral Distrusters 88% 90% +5 84% 80% 74% 77% +5 -6 70% 64% 62% 62% +11 59% 60% 52% 52% 51% 50% 50% 50% 47% 46% 42% 43% 44% 40% 41% 40% 30% 20% 10% 0% Global APAC US China Singapore Indonesia Australia Japan South India KoreaA7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institutionto do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREATDEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 8
    • Global and APAC trust in media moves up; Indonesia, China and Japan drive rise in APAC Trust in Media (2010 – 2011) 2010 2011 +11 100% +17 Trusters Neutral Distrusters 90% 86% +7 80% 80% 75% +4 70% 63% 63% +12 61% 60% - 11 59% 58% 54% 53% 49% 49% 50% 48% 50% 45% 38% 40% 36% 32% 30% 30% 27% 20% 10% 0% Global APAC US Indonesia China Singapore South India Japan Australia KoreaA8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institutionto do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREATDEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 9
    • Trust in NGOs now on par with business in emerging markets More trusted than business in developed markets Trust in Business and NGOs Business NGOs Brazil China U.S. UK/FR/GER100%90% 81% 80%80%70% 63% 59% 61% 63% 59%60% 56% 58% 55% 56% 55% 48% 46% 48%50% 40%40%30%20%10% 0% 2008 2011 2008 2011 2008 2011 2008 2011A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.On 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, how muchdo you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China 10
    • APAC has higher trust than US in both business and NGOs; Australia and South Korea more trusting of NGO’s than business Trust in Business and NGOs 100% Business NGOs 90% 80% 80% 70% 70% 66% 67% 65% 64% 62% 61% 62% 61% 61% 63% 62% 58% 60% 55% 54% 53% 51% 50% 46% 46% 40% 30% 20% 10% 0% Global APAC US Indonesia India Singapore China Australia Japan South KoreaA7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Ona 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much doyou trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 11
    • Trust in NGOs has risen over time Trust in NGOs Informed Publics ages 35-64 US UK/FR/GER India China 70% 65% 60% 59% 55% 55% 53% 52% 53% 50% 48% 45% 40% 36% 35% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST thatinstitution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEMA GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China 12
    • Trust Index: US joins UK, France and Germany at the bottom 2008 2011 Global ― Global 55 Mexico 69 Brazil 80 China 62 China 73 India 60 Mexico 69 US 53 India 56 Japan 50 Canada 55 S. Korea 50 S. Korea 53 Canada 48 Japan 51 Brazil 48 France 50 France 44 Germany 44 UK 43 US 42 Germany 36 UK 40 Russia 36 Russia 40Composite score is an average of a country’s trust in all four institutionsAges 25-64 13
    • Trust Index: APAC countries now have a composite score greater than 50 2009 2011 China 61 Brazil 80 Brazil 58 Indonesia 74 India 58 China 73 Indonesia 58 Singapore 67 Global 49 India 56 Japan 49 Global 55 Australia 47 S. Korea 53 S. Korea 45 Australia 51 UK 42 Japan 51 Germany 42 France 50 France 41 Germany 44 US 36 US 42 Singapore N/A UK 40Composite score is an average of a country’s trust in all four institutionsAges 25-64 (Global excludes Australia, Singapore and UAE) 14
    • APAC more trusting than EU and North America of all institutions Trust in Institutions E.U. North America Asia Pacific 100% 90% 80% 70% 64% 62% 61% 61% 59% 60% 56% 53% 50% 46% 46% 44% 41% 40% 29% 30% 20% 10% 0% NGOs Business Government MediaA7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scalewhere one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] todo what is right? (Top 4 Box) Informed Publics ages 25-64 in the EU (excludes Russia), North America and Asia Pacific 15
    • In U.S., 2011 decline mirrors 2008-2009 drop Only country to see across-the-board fall Trust in Institutions – U.S. Informed Publics ages 25-64 Business Government Media NGOs 80% 70% 63% 63% 60% 59% Worldwide 54% Financial Crisis 55% 50% 45% 46% 46% 46% 43% 40% 36% 40% 38% 31% 30% 30% 27% 20% 2008 2009 2010 2011A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.On 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, how muchdo you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S. 16
    • Companies headquartered in South Korea, India and China among least trusted, despite rise in trust Most Trusted National Identity for Companies – Global 2010 2011 Trusted HQ Countries Distrusted HQ Countries 100% 90% +3 80% 75% 76% 76% 75% 76% 73% 71% 73% 69% 69% 69% 69% 68% 64% 65% 70% 61% 63% +3 +4 60% +5 +5 50% 50% 50% 44% 42% 40% 39% 39% 40% 36% 34% 35% 30% 30% 20% 10% N/A N/A 0%A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companiesheadquartered 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 meansthat you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in 20 countries (excludes Singapore, Australia and UAE) 17
    • In APAC, Japan is among top three most trusted headquarter countries Most Trusted National Identity for Companies – APAC 2010 2011 Trusted HQ Countries Distrusted HQ Countries 100% +4 +5 90% 80% 80% 77% 75% 77% 73% 77% 77% 75%75% 75% 72% 72% +7 70%69% 70% 67% 67% 69% +10 +7 +7 61% 60% 58% 57% 54% 54% 53% 49% 50% 46% 44% 43% 42% 39% 37% 40% 30% 20% 10% N/A N/A N/A N/A 0%A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companiesheadquartered 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 meansthat you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in APAC 18
    • BRIC strategy to target emerging economies producing results Slight image improvement in West Trust in Companies Headquartered in BRIC +15 Brazil HQs Russia HQs India HQs China HQs100% 100% +32 100% 100% + 21 + 3290% 86% 90% +12 90% +13 +15 90% 80% +1780% 80% 80% + 15 74% +17 +16 70%70% 65% 70% 70% 65% 70% +33 62% 60% +2060% 60% 60% 56% -6 60% 53% +14 +1550% 44% 50% 43% 50% 50% 45% 40% -6 40% 37%40% 33% 40% -7 40% 30% 28% 27% 30%30% 30% 30%20% 20% 13% 20% 20% 15%10% 10% 10% 10% 0% 0% 0% 0% A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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". (Top 4 Box, Trust) Informed publics ages 25-64 19
    • Technology firmly on top; automotive rallies Finance sector at bottom Asia Change Trust in Industries Pacific ‘10/ ‘11 Technology 81% #1 87% +5 Automotive 69% #3 77% Telecommunications 68% #2 78% Food and beverage 66% #9 66% +4 Biotech 65% #8 67% Retail 65% #6 71% +7 Entertainment 63% #8 67% +15 Pharmaceuticals 63% #5 72% Energy 62% #7 68% -4 Consumer packaged goods 59% #13 59% OTC personal health care products 57% #12 61% Brewing and spirits 57% #14 54% Media 54% #11 64% +10 Insurance 52% #10 65% +12Note Wording Changes from 2010: Banks 51% #4 75% +4- Media asked as Media Companies- Consumer Packaged Goods asked as Financial services 50% #9 66% Consumer Packaged Goods Manufacturers- Food and Beverage asked as Food Significant at 95% confidence level A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-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) Informed publics ages 25-64 in in 23 countries and APAC 20
    • Since financial crisis, trust in banks takes big hit in the West Reverse is true in China, India, Japan Trust in Banks +12 2008 2011 100% 90% 87% +10 +21 - 46 90% 83% 80% 78% - 10 71% 69% 71% 70% +12 - 21 - 30 61% 60% 54% 52% 48% 50% 44% 44% 46% - 20 40% 40% 30% 25% 26% 23% 20% 16% 10% 6% 0% China India Japan Brazil France Russia US Germany UK Ireland* 2010-2011 Drops: -8 -9 -22 *Note: Data for 2009/A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each 2011 displayedof the following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and ninemeans that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 21
    • Trust in banks is still strong in APAC; Australia the exception, being more in line with the west Trust in Banks +7 2010 2011 100% 92% 90% - 11 87% 90% 84% 83% 82% +18 80% 75% 71% 69% 71% 70% 64% 60% 53% 50% 40% 37% 33% 30% 20% 10% 0% Indonesia China India Japan Singapore South Korea AustraliaA30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in eachof the following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and ninemeans that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 22
    • Business and Society Toward shared value
    • What matters for corporate reputation: quality, transparency, employee welfare, trust Fair pricing matters more in APAC than globally Reputation Factors Asia Pacific Offers high quality products or services 69% 72% #1 Has transparent and honest business practices 65% 62% #3 Is a company I can trust 65% 58% #4 Treats employees well 63% 62% #3 Prices its brands fairly and competitively 55% 63% #2 Communicates frequently and honestly on the state of its business 55% 54% Is a good corporate citizen 51% 53% Is an innovator of new products, services or ideas 46% 50% Has highly-regarded and widely admired top leadership 39% 38% Delivers consistent financial returns to investors 39% 45% Significant at 95% confidence levelB72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where onemeans that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How importantis this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/Extremely Important) Informed Publics ages 25-64 in 23 countries and APAC 24
    • Majority in APAC agree with Milton Friedman; China the exception Milton Friedman: “The social responsibility of business is to increase its profits” % who agree 100% 90% 84% 80% 72% 70% 70% 70% 64% 60% 60% 57% 57% 56% 55% 52% 50% 49% 48% 50% 44% 44% 43% 43% 39% 37% 40% 35% 33% 30% 30% 20% 10% 0%G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quotefrom Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64in 23 countries 25
    • But also greater expectations for business to invest in society’s interests in developed and emerging markets Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value 100% 91% 89% 89% 89% 90% 85% 85% 85% 82% 81% 81% 80% 79% 78% 78% 80% 74% 73% 72% 71% 71% 70% 67% 63% 62% 60% 55% 50% 40% 30% 20% 10% 0%G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way inwhich they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’sinterests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries 26
    • And government must step in to ensure business behaves responsibly; However, South Korea and Japan least likely to agree Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner 100% 90% 82% 82% 80% 74% 73% 70% 69% 70% 67% 66% 63% 63% 62% 61% 61% 58% 57% 56% 60% 53% 53% 50% 49% 48% 50% 44% 42% 40% 30% 20% 10% 0%G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible mannerOR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publicsages 25-64 in 23 countries 27
    • Roadmap to TrustA new way forward
    • Credentials count CEOs gain most ground as all ―authority figures‖ considered more credible Credible Spokespeople – APAC 2010 2011 100% 90% +7 80% 70% 68% 65% 61% 58% -4 60% 51% 52% 51% 50% 46% 47% 45% 43% 41% 40% 37% 32% 33% 30% N/A 20% 10% 0% An academic Technical CEO A financial or Government NGO Person like Regular or expert expert within industry official representative yourself employee the company analystD104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in APAC 29
    • CEO credibility higher in APAC than globally Credible Spokespeople – CEO APAC 100% +20 2010 2011 90% +7 78% +14 +13 80% +10 70% 67% 66% +11 63% 58% 58% 58% 60% 53% 53% 50% 51% 50% 50% 50% 49% 50% 45% 40% 38% 40% 34% 31% 30% 20% 10% 0% Global APAC US India Japan South Singapore China Indonesia Australia KoreaD104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Australia, Singapore and UAE) 30
    • In crisis situations, people want to hear from multiple voices Though CEO must lead the charge Trusted spokesperson Preferred spokesperson Preferred spokesperson when the during a company crisis during a product recall local community has been damaged 50% 50% 40% 42% 34% 40% 40% 36% 30% 30% 30% 26% 22% 20% 19% 20% 20% 15% 16% 15% 13% 13% 10% 10% 9% 10% 10% 10% 6% 6% 4% 3% 0% 0% 0%D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest informationabout that crisis. Informed Publics ages 25-64 in APACD101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages25-64 in APACD102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information fromabout that damage? Informed Publics ages 25-64 in APAC 31
    • In a product recall, people want to hear from CEO—and tech expert Who Informed Publics Want to Hear from During a Product Recall US EU APAC 60% 60% 50% 42% 50% 50% 40% 40% 40% 35% 35% 33% 32% 30% 26% 30% 30% 20% 20% 18% 20% 13% 14% 11% 10% 10% 10% 7% 10% 6% 5% 4% 3% 2% 3% 0% 0% 0%D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from aboutthat recall? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and APAC 32
    • When local community damaged, most want to hear from CEO Who Informed Publics Want to Hear from When the Local Community Has Been Damaged US EU APAC 60% 60% 40% 34% 50% 47% 50% 30% 40% 40% 38% 22% 30% 30% 20% 24% 15% 19% 13% 20% 20% 18% 10% 11% 10% 10% 10% 10% 6% 10% 7% 10% 2% 3% 0% 0% 0%D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person doyou want to hear information from about that damage? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and APAC 33
    • Search engines first source people go for news about a company Online news, including traditional outlets, second stop Where Informed Publics go for company news and information First Source APAC Second Source APAC Online search engine 29% 30% Online news sources 23% 27% Are these the same types of sources you consult first for information 23% Print 16% about a business crisis? Online news sources 19% (newspapers/magazines) 17% Global Print 12% 15% Online search engine 16% 17%(newspapers/magazines) No, 12% Broadcast (radio/TV) 12% 16% Broadcast (radio/TV) 14% 15% Company website 11% 11% Company website 11% 10% Yes, 88% Friends and family 7% 4% Friends and family 10% 7% APAC Social media 5% 5% Social media 7% 8% Yes: 89% No: 10% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC 34
    • Strong media brands rise to the top Most relied on source for company information (unaided) U.S. U.K. China Brazil Information Sources Information Sources Information Sources Information Sources 1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 11% 2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Yahoo! 10% 3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Globo 10% 4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. Correio Braziliense 9% 5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. O Globo 7% 6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. Estadao.com 5% 7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. JB 4% 8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Brazilian 3% 9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. Folha de São Paulo 3% 10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. Terra 3%I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64in the U.S., the U.K., China and Brazil 35
    • Strong media brands rise to the top Most relied on source for company information (unaided) India Indonesia Japan South Korea Information Sources Information Sources Information Sources Information Sources 1. Google 37% 1. Google 53% 1. Yahoo! 21% 1. Naver 32% 2. Economic Times 20% 2. Kompas 30% 2. Google 20% 2. Google 16% Nihon Keizai Shimbun 3. Daum 14% 3. Times of India 18% 3. Yahoo! 25% 3. 13% (NIKKEI) 4. NDTV 18% 4. detik.com 20% 4. Asahi Shimbun 13% 4. Yahoo! 10% 5. The Hindu 12% 5. Metro TV 18% 5. NHK 12% 5. Korea Economic Daily 8% 6. CNN 12% 6. Bisnis Indonesia 10% 6. TV Tokyo 4% 6. MBC 5% 7. CNBC 11% 7. Media Indonesia 8% 7. Yomiuri Shimbun 2% 7. SBS 4% 8. Business Today 10% 8. TV One 8% 8. TV Asahi 2% 8. KBS 3% 9. BBC 7% 9. Thomson Reuters 6% 9. Twitter 2% 9. Chosun Ilbo 3% 10. India Today 4% 10. Tempo 5% 10. Microsoft 1% 10. The Hankyoreh 3%I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64in India, Indonesia, Japan and South Korea 36
    • Strong media brands rise to the top Most relied on source for company information (unaided) Singapore Australia Information Sources Information Sources 1. Google 34% 1. Google 48% Australian Financial 2. Straits Times 15% 2. 14% Review 3. Baidu 15% 3. Sydney Morning Herald 12% 4. BBC 12% 4. The Age 12% 5. CNN 11% 5. ABC News 10% 6. CNBC 11% BRW (Business Review 6. 9% Weekly) 7. Yahoo! 9% 7. Ninemsn.com.au 8% 8. Channel NewsAsia 8% 8. The Australian 7% 9. Bloomberg 8% 9. Yahoo! 6% 10. Business Times 6% Australian Stock 10. 6% Exchange (ASX)I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64in Singapore and Australia 37
    • Television and newspapers most trusted sources Trusted Information Sources – Trust a Great Deal APAC Television or television news 41% Traditional Newspapers 40% Radio or radio news 28% Magazines or business magazines 23% Online search engines 25% sources Multiple Online News/RSS feeds 18% Content-sharing sites, such as YouTube 10% Social Media Social networking sites 10% Blogs 8% Microblogging sites, such as Twitter 7% Corporate Corporate communications such as press releases 24% Corporate/product advertising 11%H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC 38
    • Informed publics need information from multiple sources, multiple voices And need to hear it 3-5 times to believe APAC Ten or more times Don’t know/refused (10+), 3% (vol), 1% Six to Nine times (6-9), Once (1), 5% 8% Twice (2), 26% Four or Five times (4 - 5), 23% 3-5 times 58% Three times (3), 35%H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general doyou need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.Informed publics ages 25-64 in APAC 39
    • India the only country in APAC to become more skeptical of information they hear about companies India - 2009 Once Twice 3 times 4-5 times 6-9 10+ Don’t know 2009 9% 17% 29% 24% 9% 6% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 3+ times: 68% India - 2011 Once Twice 3 times 4-5 times 6-9 10+ Don’t know 2011 4% 14% 15% 33% 29% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 3+ times: 82%H137. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in generaldo you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.Informed publics ages 25-64 in India 40
    • The Benefits of Trust
    • Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – APAC Distrusted Companies _+ Trusted Companies 71% 89% Refused to buy products/services Chose to buy products/services 61% 78% Criticized them to a friend/colleague Recommended them to a friend/colleague 51% Paid more for products/services 41% 51% Shared negative opinions online Shared positive opinions online 34% 44% Sold shares Bought sharesF118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust?Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in APACF119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust?Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in APAC 42
    • Trust protects reputation APAC When a company is distrusted When a company is trusted 57% will believe negative information after hearing it 1-2 times 49% will believe positive information will believe positive after hearing it 1-2 times 16% information after 31% hearing it 1-2 times will believe negative information after hearing it 1-2 timesThink about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APACThink about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) aboutthat company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC 43
    • ConclusionsBusiness must align profit and purpose for socialbenefitCurrent media landscape plus increasedskepticism requires multiple voices and channelsDemand for authority and accountability set newexpectations for corporate leadershipTrust is a protective agent and leads to tangiblebenefits and sales; lack of trust is barrier to change 44
    • The Transformation of Trust Old Trust Framework New Trust Architecture Control InformationProtect the Brand Stand Alone WHAT Focus on Profit Profit With Purpose 45