Edelman Trust Barometer 2011 China Findings
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Edelman Trust Barometer 2011 China Findings

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The China findings of the 2011 Edelman Trust Barometer survey, the firm's 11th annual study on trust and credibility.

The China findings of the 2011 Edelman Trust Barometer survey, the firm's 11th annual study on trust and credibility.

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  • 1. 2011 Edelman Trust BarometerChina findings
  • 2. Edelman Trust Barometer at a glanceEleventh annual study5,075 people in 23 countries of which 375 in ChinaAges 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
  • 3. 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
  • 4. 2010 Year in review
  • 5. State of TrustShifting center of gravity
  • 6. 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
  • 7. Unlike global and APAC peers, China has extremely high trust in government and media Trust in Institutions Global Asia Pacific China 100% 90% 88% 80% 80% 70% 63% 64% 62% 62% 61% 61% 61% 60% 58% 54% 51% 50% 40% 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 23 Countries (global), Asia Pacific and China 7
  • 8. China trust in business steady 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) 8
  • 9. China trust in government increases, similar to global and APAC movement 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) 9
  • 10. China trust in media increases significantly, also similar to global and APAC movement 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) 10
  • 11. 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 11
  • 12. Emerging markets’ trust in NGOs caught up to developed markets’ trust in NGOs 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
  • 13. Trust Index 2009 – 2011: Despite China’s higher trust composite score, other countries outrank it on the Trust Index 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 Singapore, UAE and Argentina) 13
  • 14. 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. 14
  • 15. Companies headquartered in China among least trusted by global informed publics, despite rise in trust; all BRIC countries least trusted 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, UAE and Argentina) 15
  • 16. In APAC, trust in China headquartered companies on the rise APAC’s Trust in Companies Headquartered in Each Country 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 16
  • 17. Companies headquartered in China distrusted by a majority of countries; most emerging markets more trusting Trust in Companies Headquartered in China100% + 21 90% 83% 80% 75% 74% 73% + 15 70% +10 + 33 +20 60% +5 53% 52% + 10 +24 50% 47% 46% 45% 43% 39% 40% 40% 33% 32% -6 31% 30% 30% 30% 30% 27% 26% 25% 25% 20% 15% 15% 10% 0%A13-29. [China TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUSTglobal companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUSTTHEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL―. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 countries (excludesSingapore, UAE and Argentina) 17
  • 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 18
  • 19. Trust in Biotech and Energy industries fell in China while trust in most other industries remained high and/or increased +17 + 7 Trust in Industries – China 98% 2010 2011 100% +23 90% 88% +20 + 9 90% 83% - 27 81% 82% 81% 81% +15 - 12 79% 78% 79% 80% 77% 74% 69% 67% 70% 64% 62% 61% 58% 59% 59% 60% 55% 55% 49% 52% 52% 50% 45% 41% 40% 30% 20% 10% N/A N/A N/A N/A 0% *Note Wording Changes from 2010: - Media asked as Media Companies - Consumer Packaged Goods asked as Consumer Packaged Goods Manufacturers - Food and Beverage asked as FoodA30-45. [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 thefollowing 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 meansthat you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in China. 19
  • 20. China trust in industries differs from global trust; globally, trust in banks second to last, while in China trust in banks is second overall Asia Trust in Industries Pacific Technology 81% 87% 98% #1 Automotive 69% 77% 82% #4 Telecommunications 68% 78% 88% #3 Food and beverage 66% 66% 52% Biotech 65% 67% 55% Retail 65% 71% 78% Entertainment 63% 67% 64% Pharmaceuticals 63% 72% 79% Energy 62% 68% 52% Consumer packaged goods 59% 59% 41% OTC personal health care products 57% 61% 62% Brewing and spirits 57% 54% 55% Media 54% 64% 81% #5 Insurance 52% 65% 81% #5 Banks 51% 75% 90% #2 Financial services 50% 66% 74% Significant at 95% confidence levelA30-45. [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 compared to globalfollowing 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 meansthat you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in in 23 countries, APAC and China. 20
  • 21. 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/ 2011 displayedA30-45. [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 21
  • 22. 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
  • 23. Business and Society Toward shared value
  • 24. High quality, transparency, employee treatment, fair pricing and frequent communication most important to corporate reputation in China Reputation Factors Asia Pacific Offers high quality products or services 94% 93% 98% #1 Has transparent and honest business practices 92% 90% 97% #2 Is a company I can trust 92% 89% 87% Treats employees well 92% 91% 97% #2 Prices its brands fairly and competitively 90% 91% 97% #2 Communicates frequently and honestly on the state of its business 89% 90% 95% #3 Is a good corporate citizen 88% 88% 93% Is an innovator of new products, services or ideas 87% 85% 82% Delivers consistent financial returns to investors 79% 84% 92% Has highly-regarded and widely admired top leadership 78% 73% 57% 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 one compared to globalmeans 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 4 Box, Important)Informed Publics ages 25-64 in 23 countries, Asia Pacific and China 24
  • 25. China among those least likely to agree with Milton Friedman’s assertion that ―the social responsibility of business is to increase its profits‖ 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
  • 26. By contrast, nearly nine out of 10 in China believe business must align with society’s interests in creating shareholder value 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
  • 27. And six out of 10 in China believe government needs to step in to ensure business behaves responsibly 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
  • 28. Roadmap to TrustA new way forward
  • 29. Credibility of a ―person like yourself‖ and a regular employee as a source of information about a company declines; credibility of an academic/expert and financial/industry analyst increases Credible Spokespeople – China 2010 2011 100% +22 90% 80% 73% 70% +9 - 14 60% 51% 52% 50% 50% 47% 48% 45% 42% 40% 39% 37% - 12 36% 30% 30% 23% 19% 20% 10% 7% N/A 0% An academic CEO Government NGO A financial or Technical Person like Regular or expert official representative industry expert within yourself employee analyst the companyD104-111. [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 China. 29
  • 30. CEO credibility gaining globally and in many APAC nations, but steady in China 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 Singapore, UAE and Argentina) 30
  • 31. In crises, people want to hear from various voices depending on the situation China Trusted spokesperson Preferred spokesperson Preferred spokesperson when the during a company crisis during a product recall local community has been damaged 60% 60% 60% 52% 50% 47% 50% 50% 40% 40% 40% 38% 30% 30% 30% 25% 23% 20% 18% 20% 17% 18% 20% 16% 13% 10% 10% 10% 10% 10% 5% 3% 2% 2% 0% 1% 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 information aboutthat crisis. Informed Publics ages 25-64 in China.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 about that recall? Informed Publics ages 25-64in China.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 do you want to hear information from aboutthat damage? Informed Publics ages 25-64 in China. 31
  • 32. In a product recall, informed publics in China want to hear from CEO Who Informed Publics Want to Hear from During a Product Recall US APAC China 60% 60% 60% 52% 50% 50% 50% 42% 40% 40% 40% 35% 33% 30% 30% 26% 30% 20% 18% 20% 20% 18% 17% 13% 13% 10% 10% 7% 10% 6% 10% 5% 2% 3% 1% 0% 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., APAC and China 32
  • 33. When local community damaged, informed publics in China want to hear from an independent third party and government official Who Informed Publics Want to Hear from When the Local Community Has Been Damaged US APAC China 50% 47% 50% 50% 40% 40% 40% 38% 34% 30% 30% 30% 24% 23% 22% 20% 20% 20% 15% 16% 13% 10% 10% 10% 10% 10% 10% 7% 10% 10% 6% 2% 2% 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., APAC and China 33
  • 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 34
  • 35. China most trusting of TV, newspapers and radio as sources of information about a company Trusted Information Sources – Trust a Great Deal APAC Television or television news 41% 74% Traditional Newspapers 40% 54% Radio or radio news 28% 42% Magazines or business magazines 23% 8% Online search engines 25% sources Multiple 13% Online News/RSS feeds 18% 7% Content-sharing sites, such as YouTube 10% 2% Social Media Social networking sites 10% 1% Blogs 8% 4% Microblogging sites, such as Twitter 7% 1% Corporate Corporate communications such as press releases 24% 7% Corporate/product advertising 11% 2%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 and China. 35
  • 36. People go to trusted sources first for news and information about companies Where Informed Publics go for company news and information – China First Source Second Source Broadcast (radio/TV) 34% Online news sources 34% Are these the same types of sources you consult first for information Online search engine 30% Online search engine 21% about a business crisis? Online news sources 23% No, Broadcast (radio/TV) 18% 5% Print Company website 8% (newspapers/magazines) 12% Print(newspapers/magazines) 3% Friends and family 7% Yes, Friends and family 2% Company website 6% 93% Social media 0% Social media 3% 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 China 36
  • 37. Informed Publics in China need to hear something 1-3 times to believe it China Six to Nine times Once (1), 0% Four or Five times (6-9), 1% (4 - 5), 9% Twice (2), 46% Three times (3), 43% 1-3 times 89%H137. 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 beexposed 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 China. 37
  • 38. The Benefits of Trust
  • 39. Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – China Distrusted Companies _+ Trusted Companies 46% 88% Refused to buy products/services Chose to buy products/services 50% 57% Criticized them to a friend/colleague Recommended them to a friend/colleague 21% Paid more for products/services 34% 27% Shared negative opinions online Shared positive opinions online 31% 39% 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? Pleaseanswer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in China.F119. [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 China. 39
  • 40. Trust protects reputation China When a company is distrusted When a company is trusted 76% will believe negative information after hearing it 1-2 times 64% will believe positive information will believe positive 38% after hearing it 1-2 times information after 7% hearing it 1-2 times will believe negative information after hearing it 1-2 times-Think 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 China.-Think 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 China. 40
  • 41. 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 41
  • 42. The Transformation of Trust Old Trust Framework New Trust Architecture Control InformationProtect the Brand Stand Alone WHAT Focus Solely on Profit Profit With Purpose 42
  • 43. CEO credibility climbs while ―person like yourself‖ drops to bottom Credible Spokespeople – China 2010 2011 Government official 52% An academic or expert 73% CEO 50% An academic or expert 51% Government official 47% NGO representative 48% NGO representative 42% CEO 45% A financial or industry analyst 39% Person like yourself 37% Technical expert within the 36% company A financial or industry analyst 30% Person like yourself 23% Regular employee 19% Regular employee 7%D104-111. [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 China. 44