Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust
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Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust

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Das Edelman Trust Barometer 2014 ist die größte, jährliche Untersuchung zu Vertrauen in und Glaubwürdigkeit von Regierungen, Nichtregierungsorganisationen (NGOs), Wirtschaft und Medien. Für die ...

Das Edelman Trust Barometer 2014 ist die größte, jährliche Untersuchung zu Vertrauen in und Glaubwürdigkeit von Regierungen, Nichtregierungsorganisationen (NGOs), Wirtschaft und Medien. Für die 14. Auflage wurden in 27 Ländern 33.000 Menschen befragt.

Edelman Trust Barometer 2014: Deutscher Mittelstand ist Vertrauensweltmeister

· Höchster Vertrauenswert in deutsche Wirtschaft seit Beginn der Erhebung
· Mittelstand ist Vertrauensrückgrat der deutschen Wirtschaft
· CEO der Zukunft wird zum Chief Engagement Officer
· Glaubwürdigkeit in deutsche Regierung stagniert
· Weltweit eklatante Lücke zwischen Vertrauen in Wirtschaft und Politik
· Größter Vertrauensverlust in USA, Mexiko und Polen

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Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust Presentation Transcript

  • GERMAN MEDIUM-SIZED BUSINESSES ARE WORLD CHAMPION OF TRUST EDELMAN TRUST BAROMETER 2014 GERMANY RESULTS
  • Edelman’s 14th GLOBAL annual survey ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data 2
  • Edelman trust barometer in retrospect 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 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 NGOS 3
  • THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia +8 pts. Argentina +8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9pts. 4
  • SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS:      UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) 5
  • TRUST IN BUSINESS AT A HISTORIC HIGH GERMANY TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 69% 64% 57% 48% NGOS 16% #1 2013 14% 2013 6 8% 2014 61% MEDIA 19% 54% #3 12% 2014 #2 2013 2013 BUSINESS 2014 49% 48% 14% 14% #4 15% GOVERNMENT 2014 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.
  • TRUST ADVANTAGE FOR FAMILY BUSINESSES GERMANY TRUST IN DIFFERENT TYPES OF BUSINESSES Global EU Germany 86% 71% 77% 76% 68% 68% 73% 63% 62% 57% 61% 47% 49% 48% 54% 47% 51% 39% FAMILY-OWNED 7 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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. STATE-OWNED
  • PRIVATELY-HELD BUSINESSES SEEN AS CARING PERFORMERS TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY 1 2 3 4 5 PUBLICLY-TRADED BUSINESSES HAVE TOO MUCH POLITICAL INFLUENCE RESPONSIVE TO CUSTOMERS’ NEEDS 66% ARE ENTREPRENEURIAL 77% ARE ENTREPRENEURIAL 65% ARE INNOVATIVE 75% HIGH QUALITY PRODUCTS & SERVICES 48% HIGH QUALITY PRODUCTS & SERVICES 73% THINK LONG-TERM 45% THINK LONG-TERM 8 1 2 3 4 5 PRIVATELY-HELD BUSINESSES 68% ARE INNOVATIVE 43% Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics. 67%
  • TRUST GAP BETWEEN PRIVATELY-HELD AND PUBLICLY-TRADED COMPANIES PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY PUBLICLY-TRADED +43 34% RESPONSIVE TO CUSTOMERS' NEEDS 77% +37 24% ACT RESPONSIBLY 61% RESPONSIVE TO EMPLOYEES' NEEDS +34 21% RESPONSIVE TO SOCIETY'S NEEDS 21% 55% ARE PHILANTHROPIC 45% 73% 40% 68% +25 22% 47% 35% +20 55% 48% ARE INNOVATIVE +19 67% 65% ARE ENTREPRENEURIAL 75% 38% 41% DELIVER CONSISTENT FINANCIAL RETURNS HAVE TOO MUCH POLITICAL INFLUENCE +25 43% TOP LEADERSHIP +28 +27 13% THINK LONG-TERM ARE TRANSPARENT IN THEIR BUSINESS PRACTICES +32 53% OFFER HIGH QUALITY PRODUCTS OR SERVICES 9 Gap PRIVATELY-HELD +10 +3 66% 27% Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics, 27-country global total. -39
  • BUSINESS OUTPACES GOVERNMENT IN TRUST GERMANY TRUST IN THE FOUR INSTITUTIONS SINCE 2008 NGOs Media 80% Business Government 69% 70% 64% 61% 60% 55% 49% 50% 52% 46% 40% 38% 34% 30% 47% 36% 57% 51% 43% 40% 39% 34% 48% 42% 37% 33% 48% 54% 49% 48% 34% 33% 26% 20% 2008 10 2009 2010 2011 2012 2013 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'. (4 Box, Trust) Informed Publics. 2014
  • CALL FOR MORE GOVERNMENT REGULATION GOVERNMENT REGULATION OF BUSINESS AND SECTORS - GERMANY Not Enough Too Much 66% 58% 48% 43% 33% 15% Government Regulation of Business Government Regulation of Financial Services Industry 19% 14% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think 11 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. 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? (Not Enough, Too much) Informed Publics.
  • GOVERNMENTS NEED TO PROTECT CONSUMERS MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - GERMANY 57% 36% 21% 19% 15% 6% 2% PROTECT CONSUMERS REGULATE BUSINESS BUILD WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY FROM IRRESPONSIBLE ACTIVITIES TO ENSURE INFRASTRUCTURE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT BUSINESS PRACTICES COMPANIES ARE THAT PROMOTES AND AND OPEN BUSINESS EXPERIENCES BEHAVING FACILITATES COMPETITION WITHIN FINANCIAL CRISIS RESPONSIBLY BUSINESS INDUSTRIES OPPORTUNITIES 12 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 1% DON'T KNOW
  • BUSINESS SHOULD PLAY AN ACTIVE ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - GERMANY When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 78% The energy industry should be a more active participant in the broader debate over GERMANY energy policy 58% The food and beverage industry should be a more active participant in the broader debate in GERMANY over solutions to food and nutrition policy issues 56% The financial services industry should be a more active participant in the broader debate over the future of the GERMANY banking system 47% 13 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
  • GERMAN HEADQUARTERED COMPANIES LEADING IN TRUST GERMANY TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 83% 81% TRUSTED 80% 71% 71% 57% 54% 54% 42% 39% 35% 33% 28% 15 27% 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”. (Top 4 Box, Trust) Informed Publics. 23% 20% 18%
  • TECHNOLOGY LEADS, FINANCIAL SERVICES SINK TO LEAST TRUSTED INDUSTRY TRUST IN INDUSTRIES, 2013 VS. 2014 - GERMANY 2014 2013 71% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING 68% 62% AUTOMOTIVE 55% FOOD AND BEVERAGE 63% ENTERTAINMENT 52% BREWING AND SPIRITS 72% TECHNOLOGY 66% -2 AUTOMOTIVE 65% +3 FOOD AND BEVERAGE 58% +3 ENTERTAINMENT 57% -6 BREWING AND SPIRITS 57% +5 53% -3 MEDIA 51% -4 CONSUMER PACKAGED GOODS 51% +1 CONSUMER HEALTH COMPANIES 51% +5 CHEMICALS 48% -1 56% TELECOMMUNICATIONS MEDIA 55% 50% 46% CONSUMER HEALTH COMPANIES 49% CHEMICALS 42% PHARMACEUTICALS ENERGY BANKS FINANCIAL SERVICES 16 38% 26% 29% +1 CONSUMER ELECTRONICS MANUFACTURING TELECOMMUNICATIONS CONSUMER PACKAGED GOODS 2013 vs. 2014 PHARMACEUTICALS ENERGY 42% 39% 0 +1 BANKS 33% +7 FINANCIAL SERVICES 32% +3 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.
  • TRUST IN INDUSTRY VERSUS ITS SECTORS GERMANY TRUST IN INDUSTRY SECTORS FINANCIAL SERVICES INDUSTRY Credit cards / Payments Banks Insurance 47% 29% 26% FOOD & BEVERAGE INDUSTRY Food service 66% Food and beverage retailers Renewables 65% 59% Utilities 45% Mining 44% 61% 59% 45% Natural Gas Food and beverage manufacturers Financial services industry overall 23% Food Industry overall Financial advisory / Asset management 22% Fast food restaurants 17 ENERGY INDUSTRY 39% Energy industry overall Oil Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF 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”. 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. 36% 33%
  • SHRINKING GAP BETWEEN EXPECTATION AND PERFORMANCE BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – GERMANY ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TREATS EMPLOYEES WELL IMPORTANCE PERFORMANCE 37% INNOVATOR TOP GLOBAL COMPANY PARTNERS WITH NGOS CONSISTENT FINANCIAL RETURNS ADMIRED TOP LEADERSHIP 34% 33% -12 49% 37% IS ETHICAL -13 49% 37% ACTS RESPONSIBLY IN CRISIS -15 53% 40% PROTECTS ENVIRONMENT -14 54% 39% CUSTOMERS BEFORE PROFITS -14 54% 40% COMMUNICATES OFTEN -12 57% 43% TRANSPARENT & OPEN -17 57% 45% LISTENS TO CUSTOMERS ADDRESSES SOCIETY'S NEEDS 63% 46% HIGH QUALITY PRODUCTS POSITIVELY IMPACTS COMMUNITY Gap -12 45% 44% 43% 40% 38% 33% 30% 33% 27% 32% 28% 29% 25% 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 Publics, 2718 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 9-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 Publics. -8 -10 -10 -2 -3 -6 -4 -4
  • CEOS AT HIGHEST TRUST LEVEL SINCE 2008 CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - GERMANY 2013 TRUST IN CEOs 2008: 22% 2009: 18% 2010: 22% 2011: 24% 2012: 21%. 2014 66% A PERSON LIKE YOURSELF 2013 vs. 2014 A PERSON LIKE YOURSELF 72% +6 70% +17 TECHNICAL EXPERT IN THE COMPANY 53% TECHNICAL EXPERT IN THE COMPANY NGO REPRESENTATIVE 54% NGO REPRESENTATIVE 60% ACADEMIC OR EXPERT 61% ACADEMIC OR EXPERT 63% REGULAR EMPLOYEE 43% *SUCCESSFUL ENTREPRENEUR 45% 55% REGULAR EMPLOYEE *ENTREPRENEUR FINANCIAL OR INDUSTRY ANALYST 42% +9 -1 +12 -3 FINANCIAL OR INDUSTRY ANALYST 31% 37% +6 CEO 28% CEO 37% +9 BOARD OF DIRECTORS 27% BOARD OF DIRECTORS 35% +8 GOVERNMENT OFFICIAL OR REGULATOR 27% GOVERNMENT OFFICIAL OR REGULATOR 34% +7 BLOGGER 20% BLOGGER 28% *Changed from “Successful Entrepreneur” in 2013 19 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. +8
  • WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - GERMANY 83% 83% 83% 82% 70% 49% Communicates clearly Engages with Is front and center Tells the truth, Is personally involved Has an active media and transparently employees regularly to during challenging regardless of how in supporting local presence discuss the state of times (product recalls, complex or unpopular charities and good the business lawsuits, etc.) it is causes 20 Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.
  • TRADITIONAL MEDIA STILL MOST TRUSTED GERMANY TRUST IN DIFFERENT SOURCES OF INFORMATION Global EU Germany 77% 65% 65% 60% 54% 53% 47% 41% 43% 47% 45% 35% 37% 34% 35% ONLINE SEARCH ENGINES 21 TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9point 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.
  • A NEW TRUST ENVIRONMENT There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it. Doing this is less risky than Operations and CSR programs are now tablestakes (compared to 2008). Business must focus on Engagement and Integrity to build trust. 84% believe a company can take specific actions that both increase profits improve the economic and social conditions in the and communities where it operates. not doing it at all. CEO must become Chief Engagement Officer 22
  • WE NEED TO EVOLVE… From only to include Micro Macro Transactional Shared Value(s) Legal Requirements Societal Expectations What How and Why
  • BUSINESS TO LEAD THE DEBATE FOR CHANGE Participate Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate 24 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
  • On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler