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Trust Barometer 2012 Malaysia

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  • How we’ll use it? First, whet clients’ appetite to understand where they fit on the grid; instigate Strategy One insightsReview expectations of general industry and the drivers most trust-critical to their industryDiscuss the gap between stakeholder expectations and their performance (and perceived performance)Discuss their efforts and point to drivers where they are most at risk, suggest prescriptive recommendations and strategy The positive or negative gap between performance and expectations indicates the standing trust dynamic. With this diagnostic tool, we are able to identify the attributes in which the most opportunity lies for Trust-building efforts.  *More in Session 2.
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    • 1. 2012 EDELMAN TRUST BAROMETER MALAYSIA RESULTS1 © Edelman, 2012. All rights reserved.
    • 2. 2012 Edelman Trust Barometer METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries Indicates Global Data 30,000+ respondents APAC Indicates Asia Pacific 1,000 general population respondents per country Region Data Ages 18+ Indicates Malaysia Data Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) 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 Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** Malaysia sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study2 © Edelman, 2012. All rights reserved.
    • 3. Edelman Trust Barometer in retrospect 2011 Rise of authority figures 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 NGOs3 © Edelman, 2012. All rights reserved.
    • 4. Malaysia in retrospect 2011 Q1 ETP shifts to high gear Initiatives to attract investment and ramp up economic activities Q2 Stock market moves to year high Sarawak state elections, BERSIH Social Media gains prominence Q3 Eurozone crisis and American political paralysis Reforms announced in political and human rights, press freedom Q4 Budget 2012 tabled Auditor General’s report published Significant developments in the local media landscape – convergence imminent4 © Edelman, 2012. All rights reserved.
    • 5. 5 © Edelman, 2012. All rights reserved.
    • 6. Nearly twice as many countries are now skeptics;Malaysia is in the neutral zone 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Argentina 62 Hong Kong 61 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 < Brazil 51 Japan 51 > Sweden 49 Australia 51 U.S. 49 Spain 51 > South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Ireland 41 Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 20126 © Edelman, 2012. All rights reserved.
    • 7. Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total7 © Edelman, 2012. All rights reserved.
    • 8. Malaysian Informed Publics are more trusting of NGOs than the General Public, while trust in other institutions is on par TRUST IN INSTITUTIONS – MALAYSIA 2012 65% Informed Public 58% 2012 General Public 52% 49% Government Business 68% 58% 47% 46% Media 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 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Malaysia8 © Edelman, 2012. All rights reserved.
    • 9. Several mature economies see double-digit drops in business trust; Malaysian trust in business strong at 65% TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business 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 and UAE) and across 25 countries 9 © Edelman, 2012. All rights reserved.
    • 10. Asia Pacific more trusting of nearly all industries than their global peers;Banks are third most trusted in APAC, but second from bottom globally TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Technology 80% Technology 79% #1 85%* Telecommunications 67% Automotive 66% #2 76%* 2009: Automotive Food and beverage 67% 64% 67%* 58% Food and beverage 64% Consumer packaged goods 62% 66%* Pharmaceuticals 61% Telecommunications 60% 69%* Energy 60% Brewing and spirits 59% 57% Consumer packaged goods 57% Pharmaceuticals 56% 67%* Brewing and spirits 57% Energy 53% 65%* Media 52% Media 51% 62%* Banks 50% Banks 47% #3 70%* Financial services Financial services 48% 45% 63%* *Significant difference at the 95% confidence level 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global Q16-26. [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 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total10 © Edelman, 2012. All rights reserved.
    • 11. Technology and telecommunications top the most trusted industries in Malaysia; Brewing & spirits the only industry trusted by less than half TRUST IN INDUSTRIES – MALAYSIA 2012 Technology 85% Telecommunications 81% Banks 78% Financial services 77% Automotive 75% Food and beverage 75% Pharmaceuticals 74% Consumer packaged goods 70% Energy 67% Media 51% Brewing and spirits 33%Q16-26. [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 onemeans 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 Malaysia11 © Edelman, 2012. All rights reserved.
    • 12. Over eight out of ten trust technology in Malaysia TRUST IN TECHNOLOGY Australia Hong Kong Indonesia Malaysia Singapore 97% 100% 94% 87% 87% 90% 83% 81% 86% 85% 80% 84% 68% 70% 64% 60% 60% 50% 40% 30% 20% 10% 0% 2009 2010 2011 2012 Q16-26. [Technology 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore12 © Edelman, 2012. All rights reserved.
    • 13. Trust in banks is high in Malaysia TRUST IN BANKS Australia Hong Kong Indonesia Malaysia Singapore 100% 88% 89% 88% 90% 84% 80% 82% 77% 70% 69% 60% 67% 66% 50% 40% 45% 30% 32% 30% 20% 26% 10% 0% 2009 2010 2011 2012 Q16-26. [Banks 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore13 © Edelman, 2012. All rights reserved.
    • 14. Majority of countries now distrust government; Just under half of Malaysians trust government TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49%50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government 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 and UAE) and across 25 countries 14 © Edelman, 2012. All rights reserved.
    • 15. NGOs still most trusted institution, despite some drops; Nearly seven out of ten in Malaysia trust NGOs TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (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 and UAE) and across 25 countries 15 © Edelman, 2012. All rights reserved.
    • 16. Media only institution to see trust rise globally; In Malaysia, trusted by slightly less than half TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A 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 and UAE) and across 25 countries 16 © Edelman, 2012. All rights reserved.
    • 17. Diversification of Media TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 33% 32% + 27% 28% 22% + 89 17% % 18% 18% 9% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)17 © Edelman, 2012. All rights reserved.
    • 18. Diversification of Media TRUST IN INFORMATION SOURCES – MALAYSIA 2012 Informed Public 29% 29% 25% 19% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Malaysia18 © Edelman, 2012. All rights reserved.
    • 19. Skepticism is overcome by repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA Ten or more times Once (1), 4% (10+), 12% Twice (2), 13% Six to Nine times (6- 9), 4% Three times (3), 36% Four or Five times (4 - 5), 30% Three to Five times 66%Q148. [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 beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Malaysia 19 © Edelman, 2012. All rights reserved.
    • 20. 20 © Edelman, 2012. All rights reserved.
    • 21. Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012 CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) 2011 2012 Academic or expert 68% Technical expert in the company 64% Technical expert in the company 61% Academic or expert 61% -7 CEO 58% A person like yourself 60% + 23 Financial or industry analyst 51% NGO representative 47% + 4 Government official or regulator 47% CEO 46% - 12 NGO representative 43% Financial or industry analyst 44% - 7 A person like yourself 37% Regular employee 41% + 8 Regular employee 33% Government official or regulator 31% - 16 APAC Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)21 © Edelman, 2012. All rights reserved.
    • 22. Technical experts and academics are the most credible spokespeople in Malaysia; government officials and regular employees tie at the bottom CREDIBLE SPOKESPEOPLE – MALAYSIA 2012 Technical expert in the company 72% Academic or expert 70% A person like yourself 62% Financial or industry analyst 61% CEO 51% NGO representative 51% Government official or regulator 32% Regular employee 32%Q119-126. [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 crediblewould the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64in Malaysia22 © Edelman, 2012. All rights reserved.
    • 23. Just under half in Malaysia view CEOs as credible CEO CREDIBILITY Australia Hong Kong Indonesia Malaysia Singapore 100% 90% 80% 70% 68% 60% 53% 50% 48% 53% 51% 47% 46% 40% 44% 42% 37% 30% 34% 32% 20% 17% 10% 0% 2009 2010 2011 2012 Q119-126. [A CEO of a company 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, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore23 © Edelman, 2012. All rights reserved.
    • 24. Asia Pacific markets, including Malaysia, are more likely than other regions to trust both business and government leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50%50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 24 © Edelman, 2012. All rights reserved.
    • 25. Business not meeting public’s expectations in Malaysia MALAYSIA Gap Business Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES 69% - 22 Company 47% Performance HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 68% - 31 37% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 68% 41% - 27 HAS ETHICAL BUSINESS PRACTICES 67% - 28 39% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 65% - 32 33% PLACES CUSTOMERS AHEAD OF PROFITS 64% - 33 31% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 63% - 30 BUSINESS 33% TREATS EMPLOYEES WELL 63% - 33 30% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 59% - 25 34%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 57% - 25 IN WHICH THE COMPANY OPERATES 32% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 57% - 20 37% 56% - 29 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 27% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 52% - 13 39% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 50% - 20 30%PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 47% SOCIETAL ISSUES 24% - 23 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 46% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 36% - 10 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Malaysia (excludes ‘Don’t Know’ responses);Q103-118. 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 Malaysia25 © Edelman, 2012. All rights reserved.
    • 26. Government not meeting public’s expectations in Malaysia GOVERNMENT IMPORTANCE VS. PERFORMANCE – MALAYSIA Government Importance Government Performance Gap 74% -45 LISTENS TO CITIZENS NEEDS AND FEEDBACK 29% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 72% -45 COUNTRY 27% 71% -46 HAS TRANSPARENT AND OPEN PRACTICES 25% 71% -46 COMMUNICATES FREQUENTLY AND HONESTLY 25% 65% -39 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 26%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 62% -35 LOCAL COMMUNITIES 27% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 61% -31 EMPLOYMENT OPPORTUNITIES 30% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 56% ADDRESS SOCIETAL ISSUES -33 23% Q132-139. How important is each of the following actions to building your trust in government? Please 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. (Top 2 Box , Very/Extremely Important) General Population in Malaysia; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in Malaysia 26 © Edelman, 2012. All rights reserved.
    • 27. Despite lack of trust in government, calls for increased regulations—especially in China, Hong Kong and Malaysia % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 51% 50%50% 49% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 27 © Edelman, 2012. All rights reserved.
    • 28. Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: Malaysia Business 37% PROTECT CONSUMERS from irresponsible business practices can address on its own 23% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 17% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 1% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, Malaysia - 38%) • Unethical business practices (Global - 28%, APAC - 31%, Malaysia - 42%) • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Malaysia - 11%)Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? InformedPublics ages 25-64 in 25 country global total, Asia Pacific region and Malaysia; Q131. Which of the following is the most important role that government should play in business?Informed Publics ages 25-64 in Malaysia 28 © Edelman, 2012. All rights reserved.
    • 29. 29 © Edelman, 2012. All rights reserved.
    • 30. Business: from license to operate to license to lead MALAYSIA BUILDING FUTURE TRUST Most Important Attributes that Build Trust 1) High quality products or services 2) Listens to customer needs and feedback 2) Has transparent and open business 4) Has ethical business practices 5) Takes actions to address issue or crisis 6) Places customers ahead of profits 7) Treats employees well 7) Communicates frequently and honestly 9) Works to protect/improve environment 10) Addresses societys needs 10) Positively impacts the local community Societal 12) Delivers consistent financial returns Operational 13) Innovator of new products 14) Highly regarded, top leadership 15) Partners with third parties 16) Ranks on a global listQ11-14. [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 ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Malaysia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where onemeans that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)General Population in Malaysia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population30 © Edelman, 2012. All rights reserved.
    • 31. 31 Programming to Close the Expectation / Performance Gap 100 societal drivers •Listens to customer needs / 80 ATTRIBUTES CPG feedback •Takes responsible actions to address an issue or a crisis •Places customers ahead of Business profits 60 •Treats employees well CPG Company X •Has ethical business practices •Partners with NGOs, government and third parties to address societal 40 issues •Works to protect and improve the environment •Addresses society’s needs in its everyday business 20 •Creates programs that positively impact the local community 0 0 20 40 60 80 100EXPECTATION / PERFORMANCE: Measure operational drivershow a company is perceived to be •Offers high quality products/services ATTRIBUTES • Has transparent/open business practicesperforming based on trust building •Communicates frequently and honestly on the state of its business •Delivers consistent financial returns to investorsattributes - in various markets, across 10 •Has highly-regarded and widely admired top leadership •Is an innovator of new products, services or ideasindustries, 5 companies, and government •Ranks on a global list of top companies
    • 32. 32 © Edelman, 2012. All rights reserved.