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SINGAPORE FINDINGS
EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST                     ONLINE SURVEY                        ...
WHY TRUST MATTERS?• Trust versus Reputation• Trust is a Manageable Asset, determining:   – Consumer purchasing behaviour  ...
TRUST 2013    THE STATE OF TRUST               CRISIS OF LEADERSHIP                                THE PATH FORWARD4
STATE OF TRUST
EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,              SHIFT BACK TO NEUTRAL IN 2013                  ...
EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFTBACK TO NEUTRAL IN 2013                                ...
SINGAPOREANS MORE TRUSTING THAN REGIONAL PEERS, OPPORTUNITY TODEEPEN INTENSITYTRUST IN INSTITUTIONS – APAC and SINGAPORE  ...
BUSINESS TRUSTED MORE THAN GOVERNMENT IN      16 OF 26 MARKETS SURVEYED      TRUST IN BUSINESS VS. GOVERNMENT             ...
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,      INCOMPETENCE IS A LEADING FACTOR FOR GOVERN...
TRUST LEVELS AMONG INDUSTRIES REMAIN CONSISTENT, WITH FINANCIAL      SERVICES AND MEDIA LEAST TRUSTED      TRUST IN INDUST...
DEVELOPED-MARKET HEADQUARTERED COMPANIES MOST TRUSTED –      EMERGING MARKETS STILL LAG     TRUST IN COMPANIES HEADQUARTER...
NGOS REMAIN MOST TRUSTED INSTITUTION;        FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION        TRUST IN NO...
STEADY GROWTH IN TRUST IN MEDIA OVER TIME;        RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS    ...
ONLINE SEARCH ENGINES HIGHLY TRUSTED SOURCES OF INFORMATION TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATI...
SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES     ...
CRISIS OF LEADERSHIP
TRUSTED SOURCES ARE EXPERTS AND PEERS       CREDIBLE SPOKESPEOPLE                                 2012                    ...
TRUSTED SOURCES ARE EXPERTS AND PEERS       CREDIBLE SPOKESPEOPLE                                                         ...
MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS         BELOW 50% IN THEIR CREDIBILITY RATING         2013 C...
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW     TRUST IN BUSINESS LEADERS TO DO THE FOLLOWING:           ...
BUSINESS LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP                                          ...
TRUST BUILDING
16 ATTRIBUTES TO BUILDING TRUST                                ENGAGEMENT                                   LISTENS TO CUS...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE       BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - G...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE     BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – SIN...
THE WAY WE WERE     PYRAMID OF            CEO     AUTHORITY                        GOVERNMENT               “As the circle...
THE NEW DYNAMIC                             CEO                                                             FROM 2000     ...
INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS ALLMEDIA TYPES            PYRAMID OF            AUTHORITY        ...
LESSONS FOR LEADERS     Observe re-ordering of authority     Old values are not sufficient     Clear opportunity for busin...
On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xila...
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2013 Edelman Trust Barometer Singapore

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Transcript of "2013 Edelman Trust Barometer Singapore"

  1. 1. SINGAPORE FINDINGS
  2. 2. EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST ONLINE SURVEY INFORMED IN 26 COUNTRIES PUBLICS • 31,000+ respondents • 500 respondents in U.S. and • 5 years in 20+ markets China & 200 in other countries • 8 years in 10+ markets • Ages 25-64 GENERAL • College-educated POPULATION • In top 25% of household • 1000 respondents per income per age group in each country surveyed country • Ages 18+ • Report significant media • 2 years of data consumption and engagement in business news and public SINGAPORE policy SAMPLE • 13 years of data • 1000 general population respondents • Oversample of 200 informed Indicates Global Data publics Indicates Singapore Data APAC SELECT COUNTRIES: MARKET COMPARISONS China, Japan, India, Malaysia, Singapore, South Korea, Developed: US, UK, France, Germany and Japan 2 Indonesia, Australia, and Hong Kong Emerging: Brazil, Mexico, Russia, India and China
  3. 3. WHY TRUST MATTERS?• Trust versus Reputation• Trust is a Manageable Asset, determining: – Consumer purchasing behaviour – Proactive recommendations or criticism – Investment
  4. 4. TRUST 2013 THE STATE OF TRUST CRISIS OF LEADERSHIP THE PATH FORWARD4
  5. 5. STATE OF TRUST
  6. 6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil 51 France 54 UK +12 Sweden 52 Sweden 54 Sweden 49 US +10 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 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
  7. 7. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFTBACK TO NEUTRAL IN 2013 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
  8. 8. SINGAPOREANS MORE TRUSTING THAN REGIONAL PEERS, OPPORTUNITY TODEEPEN INTENSITYTRUST IN INSTITUTIONS – APAC and SINGAPORE TRUST A GREAT DEAL Trust Total: 82% Trust Total: 77% APAC Trust Total: 60% 72% Informed Publics Trust Total: 64% 60% SG Informed Publics SG General Population 36% 33% 24% BUSINESS 24% GOVERNMENT 20% 14% Trust Total: 75% Trust Total: 70% Trust Total: 66% Trust Total: 68% 62% 60% MEDIA 22% 22% 25% 24% 17% 15% 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 25-648 and General Population
  9. 9. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 63% 62% 61%59% 57% 60% 60% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48% 48% 49% 44% 44% 44% 41% 43% 44% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% Q11-14. [Business in General and Government in General] 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 26-country 9 global total and across 26 countries
  10. 10. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33% 50% 50%WRONG INCENTIVES DRIVING BUSINESS DECISIONS 23% WRONG INCENTIVES DRIVING POLICIES 17%POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31% TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11% LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 10 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
  11. 11. TRUST LEVELS AMONG INDUSTRIES REMAIN CONSISTENT, WITH FINANCIAL SERVICES AND MEDIA LEAST TRUSTED TRUST IN INDUSTRIES – SINGAPORE 2012 2012 APAC 2013 2013 APAC Technology 87% #1 85% Technology 83% #1 83% Food and beverage 79% 67% Automotive 81% #2 78% Telecommunications 78% 69% Telecommunications 78% 72% Automotive 76% Food and beverage 76% #2 76% 71% Pharmaceuticals 75% 67% Pharmaceuticals 76% 71% Energy 71% 65% Consumer packaged goods 75% #3 73%Consumer packaged goods 70% 66% Brewing and spirits 74% 64% Banks 68% #3 70% Banks 72% 72% Brewing and spirits 66% 57% Energy 72% 71% Media 65% 62% Media 67% 63% Financial services 64% 63% Financial services 63% 68% 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 11 to 2013 shown)
  12. 12. DEVELOPED-MARKET HEADQUARTERED COMPANIES MOST TRUSTED – EMERGING MARKETS STILL LAG TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES – APAC RESPONDENTS EU and LATAM APAC countries 81% 79% 79% 79% 77% 77% 74% 72% 68% 61% 49% 48% 44% 43% Australia HQs Switzerland HQs Canada HQs US HQs Japan HQs Russia HQs China HQs Singapore HQs UK HQs Hong Kong HQs S. Korea HQs Brazil HQs India HQs Germany HQs APAC 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 companies12 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)
  13. 13. NGOS REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION 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 2013 83% 81% have a 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 13
  14. 14. STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS 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% 47% 51% 50% 49% 49% 47%50% 50% 47% 47% 48% 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 14
  15. 15. ONLINE SEARCH ENGINES HIGHLY TRUSTED SOURCES OF INFORMATION TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging APAC Singapore 71% 65%64% 68% 63% 62%58% 58% 56% 58% 51% 52% 50% 49% 52% 47% 45% 47% 45% 43% 41% 40% 32% 30% 26%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA SINGAPORE AGE BREAKDOWN 18-29 30-44 45-54 55+ 70% 69% 70% 70% 61% 62% 60% 58% 53% 53% 51% 49% 49% 44% 45% 47% 41% 40% 37% 33% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES 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 15 means that you "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), Singapore and APAC.; Age breakdown for general population in Singapore
  16. 16. 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 16 exposed to something 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)
  17. 17. CRISIS OF LEADERSHIP
  18. 18. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE 2012 2013 Academic or expert 68% Academic or expert 69% Technical expert in the Technical expert in the 66% 67% company company A person like yourself 65% A person like yourself 61% Regular employee 50% Financial or industry 51% analyst NGO representative 50% NGO representative 51%Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43% Government official or 29% Government official or regulator 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 18 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
  19. 19. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE 2013 2012 2013 APAC Academic or expert 63% Academic or expert 69% #2 65% Technical expert in the Technical expert in the #1 67% 60% 65% company company A person like yourself 55% A person like yourself 60% #3 60% CEO 46% Financial or industry 57% 54% analyst Government official or Government official or 44% 56% 43% regulator regulator NGO representative 42% NGO representative 54% 54% Regular employee 39% CEO 54% 50%Financial or industry analyst 38% 47% Regular employee 50% 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 19 ages 25-64 (only spokespeople tracked from 2012 to 2013 shown)
  20. 20. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR CREDIBILITY RATING 2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS CEO Credibility Business leaders trusted less than Government official or 50% in 16 of 26 markets regulator Credibility Government leaders trusted less than 50% in 21 of 26 markets 73% 70% 62% 60% 55% 54% 54% 55% 56% 55% 56%50% 52% 52% 54% 52% 48% 48% 47% 45% 43% 45% 41% 42% 41% 40% 38% 39% 37% 36% 36% 36% 37% 36% 37% 35% 35% 35% 32% 34% 34% 31% 32% 27% 28% 27% 23% 25% 25% 26% 22% 22% 22% 18% 15% Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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, 20 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)
  21. 21. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW TRUST IN BUSINESS LEADERS TO DO THE FOLLOWING: Singapore Global APAC BUSINESS LEADERS 33% 26% 27% 27% 25% 24% 22% 19% 20% 20% 19% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General21 Population, Singapore and across 26-country global total .
  22. 22. BUSINESS LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP Trust in Business Trust Business Leaders to tell the Truth France 37% 10% -27 Germany 42% 13% -29 APAC 55% 24% -31 Global 50% 18% -32 India 68% 34% -34 US 50% 15% -35 China 67% 32% -35 Singapore 60% 19% -41 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 trust22 them at all and 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?
  23. 23. TRUST BUILDING
  24. 24. 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT 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 INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. PURPOSE 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 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 24 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  25. 25. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL Gap Importance 63% -22 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 41% 62% -32 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 30% TREATS EMPLOYEES WELL 61% -37 24% PLACES CUSTOMERS AHEAD OF PROFITS 59% -36 23% 58% -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 25% HAS ETHICAL BUSINESS PRACTICES 58% -30 28% 57% -33 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 24% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31 23% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27 26% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 49% -23 26%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47% 23% -24 THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15 26% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 22% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38% WORK FOR OR MOST ADMIRED COMPANIES 28% -10PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37% ISSUES 19% -18 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 25 26-country global total (excludes ‘Don’t 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 26-country global total
  26. 26. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – SINGAPORE Gap Importance 55% -31 LISTENS TO CUSTOMER NEEDS AND FEEDBACK Performance 24% 54% -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 21% 54% -32 HAS ETHICAL BUSINESS PRACTICES 22% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 52% -24 28% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 52% -33 19% PLACES CUSTOMERS AHEAD OF PROFITS 51% -31 20% TREATS EMPLOYEES WELL 50% -31 19% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 49% -30 19% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 42% -19 23% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 38% -17 21% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 18% -20CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 36% -17 THE COMPANY OPERATES 19% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 36% -17 19% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 34% 23% -11 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 32% WORK FOR OR MOST ADMIRED COMPANIES 20% -12PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 30% ISSUES 16% -14 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 26 Singapore(excludes ‘Don’t 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 Singapore
  27. 27. THE WAY WE WERE PYRAMID OF CEO AUTHORITY GOVERNMENT “As the circle of those who decide is narrowed, OFFICIALS as the means of decision are centralized and the consequences of decision become enormous, BOARD OF DIRECTORS the course of great events often rests upon the ACADEMICS decisions of determinable circles.” TECHNICAL EXPERTS - C. Wright Mills, 1956 ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW & CONTROLLED INFORMATION27
  28. 28. THE NEW DYNAMIC CEO FROM 2000 TO 2013 PYRAMID OF GOVERNMENT OFFICIALS AUTHORITY FEW MANY (Vertical) BOARD OF DIRECTORS DICTATE CO-CREATE ACADEMICS FIXED FLEXIBLE TECHNICAL EXPERTS MONOLOGUE DIALOGUE ELITE MEDIA CONTROL EMPOWERMENT G E N E R A L P O P U L AT I O N EMPLOYEES ACTION CONSUMERS SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal)28
  29. 29. INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS ALLMEDIA TYPES PYRAMID OF AUTHORITY CEO (Vertical) GOVERNMENT OFFICIALS BOARD OF DIRECTORS ACADEMICS TECHNICAL EXPERTS ELITE MEDIA G E N E R A L P O P U L AT I O N EMPLOYEES ACTION CONSUMERS SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal)
  30. 30. LESSONS FOR LEADERS Observe re-ordering of authority Old values are not sufficient Clear opportunity for business Trust is fragile and perceived behaviors are an anchor30
  31. 31. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; LanceArmstrong: by Sebastian David Tingkæ r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu
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