Edelman Trust Barometer 2015 - Food & Beverage - European Results

2
• 500 respondents in U.S. and China, and 200 in other countries
• Ages 25-64
• 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
• 15 years of data
General Online Population
• 1,000 respondents per country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
Informed Public
• 15,000 responders
• General and influencer consumer
populations who report at least a
minimal level of engagement* with
brands
• 12 countries: Australia, Brazil,
Canada, China, France, Germany,
India, Japan, Mexico, Netherlands,
UK, US
• 199 multi-national brands, plus
approximately 15 brands per
country
• Across 11 industry sectors,
including food, beverage and spirits
*To participate in the survey, respondents had to report
participating in a minimum of one brand engaging activity in the
last 12 months. Brand engaging activities might include things
like visiting a brand website, attending a brand sponsored event,
following a brand on Twitter, wearing branded clothing, etc.
Online Survey in 27 Countries
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY

4
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER COUNTRIES
AT AN ALL-TIME LOW
THE TRUST INDEX:
TRUSTERSNEUTRALDISTRUSTERS
2014
TRUSTERS
from 30% to
22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS
from 33% to
48% in 2015
Informed
Public
The Trust Index is an average of a country’s trust in the institutions of government, business, media and
NGOs. 27-country global total.
Trust Increases:
India +10
France +6
U.S. +3
Trust Decreases:
Germany -7
UK -6
China -4

5
DEFICIT NEARLY 10 POINTS LOWER
AMONG GENERAL POPULATION, WITH
AN AVERAGE 3 POINT DECREASE IN
TRUST ACROSS ALL COUNTRIES
THE NEW
TRUST DEFICIT:
Nearly 2/3 of countries are
now distrusters among the
General Online Population
General
Population
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
2015
GLOBAL 46
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55 Informed
Public
The Trust Index is an average of a country’s trust in the institutions of government, business, media
and NGOs. 27-country global total.

6
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
THE EVAPORATION OF TRUST:
NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%
57%
2014 2015
#2
45% 48%
2014 2015
#4 GOVERNMENTMEDIA
NGOS
Informed
Public
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 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, Trust) Informed Publics in 27-country global total.

7
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES: FOR THE FIRST TIME, ONLINE
SEARCH IS THE MOST TRUSTED SOURCE OF MEDIA
67%
63%
65%
62%
52%
50%
53% 53%
45%
43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
Informed
Public
Millennials Are Even
More Trusting of
Digital Media
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
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 nine-point scale where one means that you “do not trust it at all” and nine means that you
“trust it a great deal.” (Top 4 Box, Trust) Informed Publics, 20-country global total.

8
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:
MEDIA SOURCES:
SEARCH ENGINES NOW USED FIRST AND MOST
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%
22%
22%
25%
29%
31%
2013 2014 2015
20%
19%
18%
28%
27% 27%
26%
27% 27%
2013 2014 2015
19% 19%
18%
22%
20% 20%
34%
36%
37%
2013 2014 2015
The First Source for General
Information The First Source for Breaking News
Source Used Most to Confirm/
Validate News
Search is not only their first source for
information and breaking news, but also most
used to confirm and validate news
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business?
Informed Publics, 20-country global total.

9
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
CONTENT CREATORS: FRIENDS/FAMILY
AND EXPERTS ARE MOST TRUSTED
TRUSTED
NEUTRAL
DISTRUSTED
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone,
RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, 27-
country global total. | Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the
information posted from each of the following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the
information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how much do you
trust the information posted from each of the following authors or content creators? Informed Publics, 27-country global total.

11
TRUST IN
BUSINESS
TRUST IN THE FOOD
& BEVERAGE INDUSTRY
PERCENT WHO TRUST FOOD AND BEVERAGE INDUSTRY, AND PERCENT WHO TRUST BUSINESS
FOOD & BEVERAGE INDUSTRY ENJOYS
HIGH TRUST RATINGS
General
Population
62%
48% Trust in industry substantially
higher than trust in business
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”.;
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) General Population in
27-country global total

12
FOOD & BEVERAGE IS TRUSTED SIGNIFICANTLY
MORE THAN BUSINESS IN ALL MARKETS
62
68
73
60
68
48
65
55
57
61
63
51
43
45
71
77
79
62
48
51
59
36
44
46
57
42
30
36
48
36
32
37
56
65
68
58
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”.; 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) General Population in 27-country global total
and across 27 countries
General
Population
PERCENT TRUST FOOD & BEVERAGE INDUSTRY BUSINESS

13
63
76
70
66
63
51
42 43
79
70 69
64
61
65
60 59
48
43
62
77
73
71
64
57
51
45
78
68 68
62 61
59 59
55
45
40
50%
2014 2015
TRUST DECLINES IN 70% OF COUNTRIES General
Population
PERCENT TRUST IN FOOD & BEVERAGE SECTOR, 2014 VS. 2015
GLOBALLY, INCREASED TRUST IN 8 COUNTRIES; DECREASED TRUST IN 19
+6 +9+5 -6
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”.; 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) General Population in 27-country global total and
across 27 countries

14
- JEFF BEZOS
“New inventions and things that customers like
are usually good for society.”
NOT SO FAST…
51% Too Fast28% Too Slow 19% Just Right
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much)
Informed Publics, 27-country global total.

15
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY,
BUSINESS TARGETS AND GREED/MONEY
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed
Publics, 27-country global total.

16
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
DEVELOPING MARKETS MORE OPEN TO INNOVATION –
BUT NOT TO GMOS
+29 +19 +26 +21 +6
83%
72% 71%
60%
37%
54% 53%
45%
39%
31%
Electronic and Mobile
Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic Fracturing Genetically Modified
Foods
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
When it comes to trust in innovation,
GMOs don’t enjoy an upswing in
trust in developing markets
Informed
Public
50%
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these
recent developments? Informed Publics, 27-country global total.

17
50%
62%
76%
68%
64% 63% 62%
59% 57% 55% 54%
50% 48% 48%
33%
TRUST IN INDUSTRY VS. BLINDED COMPANIES
INDUSTRY TRUST
DOESN’T TRANSLATE TO COMPANY TRUST
General
Population
Just because the industry is trusted
overall doesn’t mean companies
within the industry will be trusted
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) General Population,
27-country global total. Q65-73; 210a-213a. [TRACKING] Below is a list of companies. Please indicate how much you trust each company or organization
to do what is right, using 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” to
do what is right. (Top 4 Box, Trust) General Population, 27-country global total.

18
63% 61% 59%
47%
63%
67%
Food and Beverage
Industry
Food and Beverage
Retailers
Food and Beverage
Manufacturers
Fast Food
Restaurants
Agribusiness Farming & Fishery
General
Population
PERCENT CHANGE IN TRUST 2015 VS. 2014
FOOD & BEVERAGE SUB-SECTORS: OVERALL
TRUST REMAINS HIGH WITH NOMINAL TRUST
FALLS IN RETAIL AND MANUFACTURING
-1
-2
Fast food remains at 47%.
Numbers indicate
year-on-year losses
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”. General Population, 27-country global total.
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following
sectors 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". General Population, 27-country global total.

19
PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR
General
Population
SWING TRUSTERS –A MOVABLE MIDDLE OPPORTUNITY
FOR THE FOOD & BEVERAGE INDUSTRY
11% 11% 11% 21% 8%
8%
25% 27% 28%
30%
24%
22%
39%
41% 40%
32%
40%
41%
24%
19% 19%
15%
23%
26%
Distrusters (1-3)
Neutral (4,5)
Weak Trusters (6,7)
High Trusters (8,9)
Food &
Beverage
Industry
Food &
Beverage
Retailers
Food &
Beverage
Manufacturers
Fast Food
Restaurants
Agribusiness Farming &
Fishery
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the
following sectors 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". General Population, 27-country global total.

20
PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR
General
Population
SWING TRUSTERS –A MOVABLE MIDDLE OPPORTUNITY
FOR THE FOOD & BEVERAGE INDUSTRY
11% 11% 11% 21% 8%
8%
25% 27% 28%
30%
24%
22%
39%
41% 40%
32%
40%
41%
24%
19% 19%
15%
23%
26%
Distrusters (1-3)
Neutral (4,5)
Weak Trusters (6,7)
High Trusters (8,9)
Food &
Beverage
Industry
Food &
Beverage
Retailers
Food &
Beverage
Manufacturers
Fast Food
Restaurants
Agribusiness Farming &
Fishery
Swing Trusters
64% 68% 68% 62% 64% 63%
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the
following sectors 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". General Population, 27-country global total.

21
General
Population
PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS
A LOOK AT THE FOOD & BEVERAGE MANUFACTURING
SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY
19
25
33
14
19
11
9
16
11
16
12 13
11
19
26
31
37
17
40
39
37
38
45
37
52
40
38
44 47
29
23
37
41
39
38
41
28 22
20
29
26
32
25
32
32
25 27
35
32
27
26
18
17
27
11 13 9
18
8 18 11
11 17 13 12 20
33 17 6 10 5
14
High Trusters Weak Trusters Neutral Distrusters
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in
each of the following sectors 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". General Population, 27-country global total.

22
General
Population
PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS
A LOOK AT THE FOOD & BEVERAGE MANUFACTURING
SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY
Swing
Trusters
68 61
57
67
71
69
77
72
70
69 74
64
55
74
67
57
55
68

23
General
Population
PERCENT TRUST IN FOOD & BEVERAGE RETAILERS
FOOD & BEVERAGE RETAILING ENJOYS HIGHEST
PERCENTAGES OF SWING TRUSTERS
19
26
28
15
20
14 15 15
11
21
15
13
11
17
24
30
39
17
41
38 37
37
45
37
57
42
39
42
46
35
21
35
43 38
39
45
27
25 24
30
25
35
20
33
29
26
26
32
36
29
27
20
15
24
11 9 10
15
8 12 5
10
18 9 11 18 30
19 5
8
5 12

24
General
Population
PERCENT TRUST IN FOOD & BEVERAGE RETAILERS
FOOD & BEVERAGE RETAILING ENJOYS HIGHEST
PERCENTAGES OF SWING TRUSTERS
Swing
Trusters
54
68
63
61
67
70 7268
77
72
75
64
58
67
57
68
70
69

25
General
Population
PERCENT TRUST IN FAST FOOD RESTAURANTS
15
18
26
8
12
8
6 7 8 9
10 9
4
12
17
27
38
15
32
35
33
24
33
24
40
26
28 27
33
17
15
25
34
34
34
40
30
29 24
34
31
34
33
36
35 34
30
33
32
29
32
20
20
30
21 16 16
33
22 32 19
31 28 29 26 40 48 32
17
16 6 13
FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL
RETAINS OPPORTUNITIES WITH SWING TRUSTERS
Nominal gap between low trust and neutrals and
highest distrust creates call-to-action for QSRs

26
General
Population
PERCENT TRUST IN FAST FOOD RESTAURANTS
FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL
RETAINS OPPORTUNITIES WITH SWING TRUSTERS
Swing
Trusters
54
62
64
57
58
64
58
73
62
63
6163
50
47
66
54
54
70
Nominal gap between low trust and neutrals and
highest distrust creates call-to-action for QSRs

27
General
Population
PERCENT TRUST IN AGRIBUSINESS
DESPITE GMO DATA, AGRIBUSINESS ENJOYS A
SURPRISING NUMBER OF SWING TRUSTERS
23
25
34
16 16
24
13 14
11
19
30
20 19
28
30
36
46
27
40
28
37
39
34
37
54
41
42
40
44
40
25
37
38
36
32
43
24
25
19
26
25
25
22
29
28
26
20
25
32
21
22
15
15
21
8
12
7
11
9
8
8
11
19
11
6
13 23
11 6
7 2
7
Could higher scores indicate opportunity
for industry to engage in new ways?

28
General
Population
PERCENT TRUST IN AGRIBUSINESS
DESPITE GMO DATA, AGRIBUSINESS ENJOYS A
SURPRISING NUMBER OF SWING TRUSTERS
Swing
Trusters
58
64
53
56
65
59
62
76
7070
66
64
65
57
60
51
47
64

29
General
Population
PERCENT TRUST IN FARMING & FISHERY
FARMING & FISHERY ENJOYS HIGHEST TRUST OF
ALL SUB-SECTORS
26
36 36
21
25 26
14
21 21
23
18 18
21
32
35
39
41
24
41
34
37
41
44
41
55
42
39
42
45
41
30
38
39 36 35
45
22
22
17
24
19
23 20 27
26
23 26
24
29
18
18
14
16 22
8
7
7
11 8
9
7
9
10
10 9
13 17 9
7
7 3
6

30
General
Population
PERCENT TRUST IN FARMING & FISHERY
FARMING & FISHERY ENJOYS HIGHEST TRUST OF
ALL SUB-SECTORS
Swing
Trusters
65
63
56
54
65
63
64 75
69
65
71
65
59
57
56
51
67
50

31
50%
69
83
80 78 76 75 74 72
68 67 66 64 64 63 62 62 60
56
General
Population
Want More Industry Involvement Want Less Involvement
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country
global total. General Population, 27-country global total and across 27 countries.
WHY SHOULD WE CARE ABOUT SWING TRUSTERS?
PERCENT WHO AGREE INDUSTRY SHOULD BE MORE INVOLVED
Broad global agreement that the
industry should have a say in
their country’s nutrition policy…

32
50%
51
85
70
66
54 54 53 52 52 51
49
45 45 44
42 41 41
12
3
6
5
14
12
9
18
14
10
15
17
9
12
26
17
11
PERCENT WHO AGREE
…HOWEVER, PEOPLE FEEL STRONGLY THAT THE INDUSTRY IS
NOT REGULATED ENOUGH
General
Population
Not Enough Regulation Too Much Regulation
Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not
enough or the right amount? General Population, 27-country global total and across 27 countries.

34
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
TRUST IN INNOVATION MATTERS
BEHAVIOR BASED ON TRUST
The double ROI for the Food &
Beverage industry
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that
you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. 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. Informed Publics, 27-country global total.

35
Informed
Public
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY
Actions directly related to trust
are linked to where people get
their information
TRUST IN INNOVATION MATTERS
BEHAVIOR BASED ON TRUST
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that
you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. 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. Informed Publics, 27-country global total.

36
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
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
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
Q80-Q95. [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) Informed Public, 27-country global total.

37
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY:
PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
StatedImportance
Stated Performance
PURPOSE
Informed
Public
Q80-Q95. [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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general 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 Extremely Well) Informed Public, 27-country global total.

38
RATIONAL
EMOTIONAL
SOCIETAL
92% WANT TO DO BUSINESS WITH COMPANIES THAT SHARE THEIR VALUES
MEETING PEOPLE’S THREE NEEDS STATES
COMPOUNDS BENEFIT TO BRANDS
RATIONAL
EMOTIONAL
SOCIETAL
Recommend
Share Brand Content
Share Personal Info
Defend
Purchase
12%
12%
11%
10%
8%
Meeting people’s three needs states
compounds benefit to brands.

39
BUILDING AND DEFENDING TRUST: CLEAR PERSONAL
AND SOCIETAL BENEFITS ARE KEY
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in
Business Has Increased
Informed
Public
Reasons Trust in
Business Has Decreased
47% 53%
81%
agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed
Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past
year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY].
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total.

40
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FOOD &
BEVERAGE INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS
WHAT BEHAVIORS BUILD TRUST?
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General Population, 27-country
global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale
where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global total and
across 27 countries .
General
Population
Gap
Importance of Behavior
vs.
Industry Performance
-19
-26
-23
-14
-21
-25
-18
-16
-1849%
56%
56%
53%
57%
65%
57%
58%
65%
67%
72%
74%
78%
78%
79%
80%
84%
84%
Makes me feel connected to something bigger
Develops intellectual property
Supports local charities and good causes
Is transparent in reporting progress on company's
social responsibilities
Embraces sustainable business practices
Makes my life easier
Keeps me and my family safe
Protects customer data
Ensures quality control
Importance of Behavior in Building Trust in a Company
Food & Beverage Industry

41
Make test results available publicly for review 80%
Partner with an academic institutions 75%
Run a pilot or beta tests 71%
Partner with an NGOs 63%
Partner with governments 55%
Informed
Public
TRUST IN INNOVATION: TRANSPARENCY AND
3RD-PARTY VALIDATION ARE ESSENTIAL
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
55% AGREE:
New developments
are not tested
enough
Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led
changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY].
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today,
and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].

42
THE NEW FORMULA FOR BUILDING TRUST
IN THE FOOD & BEVERAGE SECTOR
Discovery
Discovery isn’t just about
new products. It’s the
development of
technologies that advance
sustainable storage,
distribution, purchase and
consumption. It’s the
understanding human
interaction with
ingredients and products.
It’s about deepening our
knowledge of the food
ecosystem, and how it is
impacted by R&D, energy
conservation and natural
resource use.
= (D
Benefit
It’s essential that the
industry communicate
the value and benefits of
its products. From the
seeds that are placed in
the ground, to the
technology used to
develop, package, store
and distribute products,
the industry must
engage around the
rational. emotional and
societal benefits it brings
to the table.
B+
Integrity
What’s in it and how was
it grown, raised or
harvested? Consumers
and informed publics
need to feel confidant
that those involved in
every aspect of the food
and beverage products
they consume are open
and honest about every
ingredient involved in
production and
distribution. They’re also
concerned about ethical
business practices, which
includes how the industry
interacts with its
employees, communities
and the planet.
I)+ E Engagement
Engagement is the
multiplier factor. It’s
engaging with stakeholders
throughout the supply
chain and building
partnerships of mutual
benefit to co-create and
collaborate around
solutions. How industry
players engage is essential
not only to building trust,
but ultimately to building
market share.
TTrust
Building Trust in today’s
transformative food &
beverage environment
requires three core
ingredients:
• Driving innovation
(products and processes)
that meet not only
individual and business
needs, but also societal
needs;
• Rational. emotional and
societal benefits are
needed; and
• Transparency and ethical
business practices,
including treating
employees well.

43
THREE ACTIONS THE FOOD & BEVERAGE INDUSTRY
CAN TAKE TO BUILD TRUST
BehaveSolve Engage
We must engage with new rigor and self-
awareness. We must show commitment to
robust relationships and partnerships,
transparency and consistency in reporting,
active listening to stakeholders’, and a
willingness to help all stakeholders,
including consumers, understand what’s in
our products and how they are grown,
harvested, produced, distributed ad
brought to market. Ultimately this is an
action of leadership, culture and conduct.
We must apply our unparalleled perspective
and skill to solving the world’s toughest
problems. Shifting demographics, the
environment, nutrition security and global
connectivity place unprecedented pressure
on our global food supply. They also provide
an opportunity, for the food & beverage
industry to bring new ideas and products to
market that yield benefit, while ensuring the
connection between new developments and
societal benefits like nutrition security,
energy conservation and environmental
protection.
With those issues comes the opportunity to
explore innovative products and services that
are more than profit-drivers. They also can be
about solutions to larger community,
national, regional and global issues.
We must adopt a new framework, rooted in
facilitating two-way dialogue, sharing
information and fostering collaboration
amongst all stakeholders in the food &
beverage arena. Because developments
and products do not speak for themselves,
our companies and brands must actively
engage a broad range of stakeholders to
facilitate greater understanding through
stories that reach and touch audiences.
We must also explain product and brand
attributes, explaining the technology behind
R&D. We also have to communicate how we
bring new products and practices to market.
We need to invite stakeholders in and let
them immerse themselves in our companies
and brands. And we should actively engage
in partnerships, encourage feedback, listen
to others’ feedback.

Edelman Trust Barometer 2015 - Food & Beverage - European Results

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (8)

Similar to Edelman Trust Barometer 2015 - Food & Beverage - European Results

Similar to Edelman Trust Barometer 2015 - Food & Beverage - European Results (20)

Recently uploaded

Recently uploaded (20)

Edelman Trust Barometer 2015 - Food & Beverage - European Results