Trust Barometer 2010 APAC Findings

2010 Edelman Trust Barometer Asia Pacific Findings

Edelman Trust Barometer at a glance Tenth annual study 4,875 people in 22 countries 1,575 people in Asia Pacific across 7 countries: China, Japan, South Korea, India, Indonesia, Australia, and Singapore Ages 25 to 64 College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy 2

The Operating Environment • Half Full? • Economic questions/opinions • Self interests creeping back in • Should we drink it? • Product issues re-appearing • Supply chains a vulnerability • How clear is it? • Transparency #2 driver of reputation • Lip service not enough 3

Relative Trust in Institutions 4

Business back; NGOs have “arrived” Trust in institutions Globally U.S. EU APAC 100% 90% 80% 70% 63% 59% 58% 59% 60% 57% 55% 54% 54% 53% 49% 50% 50% 46% 46% 43% 40% 40% 38% 30% 20% 10% 0% Government Business NGOs Media A7-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 scale where 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] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 22 countries (globally), U.S., EU and APAC (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 5

Governments “moving” and moving Trust in institutions – Asia 2009 vs. 2010 2009 2010 100% 90% 80% 70% 57% 60% 60% 59% 60% 57% 51% 52% 50% 50% 40% 30% 20% 10% 0% Government Business NGOs Media A7-A10. [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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in Asia (China, India, Japan, South Korea and Indonesia) 6

Emerging markets (and Singapore!) more trusting Trust in institutions Government Business NGOs Media 100% 90% 84% 80% 75% 74% 69% 70% 67% 63% 63% 63% 64% 62% 62% 60% 58% 57% 56% 54% 51% 52% 50% 49% 50% 47% 47% 45% 43% 42% 41% 39% 40% 36% 30% 30% 20% 10% 0% Singapore China India Japan S. Korea Australia Indonesia A7-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 scale where 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] to do what is right? (Top 4 Box) Informed Publics ages 25-64 7

Government on the rise …not so fast, Mr Rudd Trust in Government – Asia Pacific 2009 2010 100% 90% 84% +17 80% +6 +13 74% 72% 70% +4 62% - 15 60% 57% 56% 51% 50% 50% 47% 45% 43% 42% 43% 41% 42% 41% 40% 37% 30% 20% 10% N/A 0% Global Asia Singapore Indonesia South China India Japan Australia Korea A7. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia) 8

Business, generally, continues to outperform Trust in Business – Asia Pacific 2009 2010 100% 90% 80% 71% 70% +4 67% 64% 63% 63% 62% 62% 62% 60% 60% 60% 57% 54% 50% 50% 47% 45% 43% 39% 40% 30% 20% 10% N/A 0% Global Asia South Korea Australia Indonesia China Singapore India Japan A9. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia) 9

NGOs continue to emerge Trust in NGOs – Asia Pacific 2009 2010 100% 90% +11 Trust increased Trust decreased 80% +3 among ages 25- among ages 25- 34 and decreased 69% 34 and increased among ages 35- 70% among ages 35- 64 64 60% 57% 58% 56% 55% 54% 54% 54% 52% 52% 51% 50% 50% 50% 46% 47% 44% 39% 40% 30% 20% 10% N/A 0% Global Asia South Singapore Indonesia China Australia Japan India Korea A10. [NGOs 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia) 10

Media declining Trust in Media – Asia Pacific 2009 2010 100% 90% -7 80% 77% 75% 70% 65% 59% 63% 59% 63% -13 60% 57% 58% 49% 49% 50% 47% 47% 45% 40% 35% 36% 30% 30% 20% 10% N/A 0% Global Asia Singapore China South Indonesia Australia India Japan Korea A8. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia) 11

Business: A Closer Look 12

APAC least trusting of companies headquartered in BRIC countries Asia Pacific BRICs in the Wall Germany 77% • Japan has lowest trust in companies Sweden 75% headquartered in Brazil (15%), Russia (10%) and China (6%) Canada 75% • China-headquartered companies trusted by UK 75% a majority only in China and Indonesia Japan 73% • India-headquartered companies trusted by a France 70% majority only in India Netherlands 67% • Companies headquartered in Brazil and Russia trusted by a majority only in China US 67% Italy 58% China 43% India 42% Russia 39% Brazil 37% Significant at 95% A13-25. Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global confidence level 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) Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 13

Technology remains most trusted industry sector in APAC Asia Pacific Technology 82% • Australia and Japan less trusting Automotive 75% • Australia less trusting of energy industry (-49%) Energy 72% • Japan less trusting of healthcare industry Banks 71% (-27%) Pharmaceuticals 69% • South Korea less trusting of entertainment, Biotech 68% and retail industries (-52% / -31%) Health care industry 67% • China has lowest trust in CPG manufacturers (-24%); also least trusted Retail 64% sector in China Food 62% CPG manufacturers 59% Media companies 54% Insurance 53% Entertainment 52% A26-38. 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 Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 14

Corporate reputation based on transparency and trust as much as quality Asia Pacific Offers high quality products or services 71% Has transparent and honest business practices 67% Is a company I can trust 66% Treats employees well 63% Communicates frequently and honestly on the state of its 61% business Prices its brands fairly and competitively 49% Is a good corporate citizen 47% Delivers consistent financial returns to investors 46% Is an innovator of new products, services or ideas 45% Has highly-regarded and widely admired top leadership 41% B63.-72. How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 15

Corporate partnerships with NGOs build trust More likely to trust a company that partners with a NGO to battle global issues Asia Pacific 100% 90% 80% 75% 72% 70% 68% 62% 62% 61% 59% 60% 51% 50% 42% 40% 30% 20% 10% 0% Global APAC China Singapore Australia South Korea India Japan Indonesia C80. Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as climate change, alleviating poverty or curing diseases, than you would be to trust a company that works alone? (Net More Likely: Much More + A Little More) Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 16

A stakeholder, not a shareholder, world Which stakeholder should be most important to a CEO’s business decisions? Asia Pacific Government 3% Employees • Japan and South Korea least 6% likely to say that all shareholders are important Society at • South Korea also gives weight to Large 11% customers followed by society All stakeholders • Japan also gives weight to are equally Customers customers followed by investors important 12% 53% Investors/ Shareholders 15% D83. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions? Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 17

Managing Sources and Channels 18

APAC higher than global, but only minority support Asia Pacific 22-country Global Total Television news coverage 48% 38% Stock or industry analyst reports 45% 50% News coverage on the radio 45% 40% Articles in business magazines 44% 46% Articles in newspapers 44% 37% Conversations with company employees 42% 42% Conversations with your friends and peers 40% 37% Online search engines e.g. Google news, YouTube 38% 36% A company’s own Web site 38% 33% Corporate communications such as press releases, reports, and … 38% 33% Free content sources, such as Wikipedia or web portals 29% 31% Corporate or product advertising 22% 19% Social Networking sites such as Facebook or MySpace 20% 19% Blogs 19% 18% E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 19

Traditional information sources have moderate credibility in all countries except Singapore which gives them high credibility Credible Sources of Information – Traditional Radio news TV news Newspaper articles Conversations with friends 100% 90% China India Japan S. Korea Indonesia Singapore Australia 80% 70% 68% 66% 60% 60% 55% 54% 50% 51% 49% 50% 46% 44% 44% 42% 42% 42% 42% 40% 40% 39% 40% 40% 37% 38% 38% 36% 36% 35% 33% 29% 30% 27% 20% 10% 0% China India Japan S. Korea Indonesia Singapore Australia E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64 20

Online search engines most credible digital information source Rivals credibility of traditional media sources in many countries Credible Sources of Information – Digital Online search engines Free content sources Social networking sites Blogs 100% 90% China India Japan S. Korea Indonesia Singapore Australia 80% 70% 60% 56% 50% 47% 43% 43% 41% 40% 40% 37% 37% 33% 30% 30% 30% 27% 27% 28% 27% 25% 25% 22% 22% 23% 19% 20% 16% 16% 15% 15% 13% 11% 10% 7% 0% China India Japan S. Korea Indonesia Singapore Australia E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64 21

Corporate communication sources also enjoy moderate credibility in most countries Credible Sources of Information – Corporate Employee conversations Corporate communications Company web site Advertising 100% 90% China India Japan S. Korea Indonesia Singapore Australia 80% 70% 60% 54% 50% 52% 50% 48% 46% 46% 46% 46% 42% 40% 40% 40% 36% 35% 35% 34% 33% 34% 34% 32% 32% 32% 31% 32% 30% 28% 25% 21% 20% 15% 11% 10% 0% China India Japan S. Korea Indonesia Singapore Australia E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64 22

Academics/experts most credible spokespeople in most APAC countries Spokespeople have high credibility in Singapore Credible Spokespeople Asia Pacific • All spokespeople have higher An academic or expert 65% credibility in Singapore Financial or industry analyst 52% • Australia least likely of all APAC countries to believe CEOs are CEO 51% credible Government official 46% • Financial/industry analyst and a regular employee of a company NGO representative 45% less credible in China Person like yourself 41% • Japan and Indonesia give less credibility to government officials Regular employee 32% 0% 10% 20% 30% 40% 50% 60% 70% F99-105. Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that 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 Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia) 23

Academics/experts still most credible spokespeople Government officials, NGO reps, academic and CEOs have gained ground Credible Spokespeople – Asia 2009 2010 100% 90% +4 80% +5 70% +5 62% 60% +6 58% - 10 51% 48% 50% 46% 47% 43% 44% 40% 38% 38% 40% 34% 31% 30% 30% 20% 10% 0% Government NGO CEO An academic or A financial or Regular Person like official representative expert industry employee yourself analyst F99-105. [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 about a company from that 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 Asia (China, India, Japan, South Korea, Indonesia) 24

Implications 25

• Understand “the paradox” of transparency • “Trust Management” is a new competency 26

Seven new behaviors 1. Listen with new intelligence 2. Participate in the conversation: real time/all the time 3. Create and co-create content 4. Socialise media relations 5. Champion open advocacy 6. Build active partnerships: for common good 7. Embrace complexity 27

2010 Edelman Trust Barometer Asia Pacific Findings

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Trust Barometer 2010 APAC Findings

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