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2010 Edelman Trust Barometer - Indonesia
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2010 Edelman Trust Barometer - Indonesia

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Business in Indonesia may have emerged from the global financial crisis more or less unscathed, but companies in the country cannot escape the higher expectations of corporate accountability that have …

Business in Indonesia may have emerged from the global financial crisis more or less unscathed, but companies in the country cannot escape the higher expectations of corporate accountability that have come in its wake. Indeed according to the results of the 2010 Edelman Trust Barometer, informed publics in Indonesia have higher expectations of corporate accountability than any other country in Asia Pacific.

The results of this year’s study indicate that business in Indonesia cannot afford to relax, despite the strong performance of the local economy,” said Chadd McLisky, chairman of IndoPacific Edelman. “Trust has evolved from being a welcome side effect of corporate activity to a distinct line of business that companies must monitor closely and manage effectively in order to maintain a license to operate.”

Visit http://www.indopacedelman.com/ for more info.

Published in Technology , Business
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  • 1. 2010 Edelman Trust Barometer May 4, 2010 Key Findings
  • 2. The Edelman Trust Barometer over a decade 2001 Rising Influence of NGOs 2002 Fall of the celebrity CEO 2003 Earned media more credible than advertising 2004 U.S. companies in Europe suffer trust discount 2005 Trust shifts from “authorities” to peers “A person like me” emerges as credible 2006 spokesperson 2007 Business more trusted than government and media 2008 Young influencers have more trust in business Business must partner with government to regain 2009 trust Transparency key driver of trust in a multi-channel 2010 and multi-stakeholder environment 2
  • 3. In Indonesia trust in business continues to be strong Q: Please tell me how much you TRUST that institution (business) to do what is right. ; Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE)`
  • 4. Technology, banks, automotive continue to be most trusted industry sectors in Indonesia 2010 2009 Technology 90% 81% Automotive 85% Banks 84% Media companies 83% Pharmaceuticals 82% 77% Food 78% 67% Energy 78% Healthcare 75% Retail 75% 81% CPG manufacturers 68% Insurance 59% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q: How much you TRUST businesses in each of the following industries to do what is right? 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 25-64 in Indonesia
  • 5. High optimism in Indonesia across industry sectors Indonesia North America EU Asia Pacific BRIC 100% 90% 85% 82% 80% 78% 75% 75% 72% 69% 70% 64% 62% 64% 61% 60% 62% 60% 58% 58% 59% 59% 60% 53% 55% 50% 50% 46% 46% 40% 34% 33% 30% 20% 10% 0% Automotive Retail Food Pharmaceuticals Insurance Q: Please tell me how much you TRUST businesses in each of the following industries to do what is right. ; Informed publics ages 35-64 in 22 countries
  • 6. Higher expectation for accountability in Indonesia What actions would restore trust in a company Fire non-performing Repay bailout or loan Reduce gap between senior management teams money to the government executive and average worker pay 100% 100% 88% 88% 100% 90% 90% 79% 79% 90% 85% 80% 76% 75% 80% 80% 72% 72% 70% 70% 70% 60% 60% 60% 50% 50% 50% 40% 40% 40% 30% 30% 30% 20% 20% 20% 10% 10% 10% 0% 0% 0% Global Asia Pacific Indonesia Global Asia Pacific Indonesia Global Asia Pacific Indonesia Q: How effective would the following actions be in restoring trust in a company? Informed Publics ages 25-64 in 22 countries
  • 7. Corporate reputation based on trust and transparency as much as quality Indonesia 2009 Treats employees well 83% #3 Has transparent and honest business practices 78% Is a company I can trust 75% Communicates frequently and honestly on the state of its business 71% Offers high quality products or services 70% #1 Prices its brands fairly and competitively 67% Is a good corporate citizen 62% Is an innovator of new products, services or ideas 56% #1 Delivers consistent financial returns to investors 54% #3 Has highly-regarded and widely admired top leadership 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q: How important are each of the following factors to the overall reputation of the company? ; Informed Publics ages 25-64 in Indonesia
  • 8. Business seen as Private Sector Diplomats Partnering with government and NGOs to drive decision making on major societal issues Global Asia Pacific Indonesia 100% 90% 80% 69% 70% 61% 60% 52% 50% 44% 40% 37% 31% 30% 20% 10% 5% 2% 1% 0% Yes No Don’t Know Q: Do you believe companies are doing Private Sector Diplomacy?
  • 9. Across regions, influence of NGOs rises over time Trust in NGOs Informed Publics ages 35-64 US UK/FR/GER China India Indonesia 70% 60% 58% 56% 55% 52% 53% 50% 52% 48% 46% 40% 36% 31% 30% 20% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Q:.Please tell me how much you TRUST that institution t(NGO’s) o do what is right. ; Informed Publics ages 35-64 in US, UK/FR/GER, India and China, Indonesia 9
  • 10. NGO partnerships build trust NGO credibility important determinant Global Asia Pacific Indonesia 100% 90% 80% 68% 70% 62% 60% 50% 42% 40% 31% 30% 20% 16% 12% 10% 0% More likely Less likely Q: 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 22 countries
  • 11. Multi channel stakeholder outreach essential How credible do you believe each source of information for information about a company Articles in business magazines 48% Mainstream media Stock or industry analyst reports 46% Television news coverage 42% Articles in newspapers 38% News coverage on radio 35% Internet search engines, e.g. Google news 47% New media Free content online sources 43% Blogs 25% Social networking sites, e.g. Facebook 22% Corporate communications such as press releases, reports and emails 34% Corporate comm. A company’s own website 34% Corporate or product advertising 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q: Please tell me how credible you believe each source of information when you find information about a company: is it extremely credible, very credible, somewhat credible, or not credible at all? Top 2 Box Informed publics 25-64 in Indonesia 11
  • 12. Academics, analysts and CEOs high in trust as credible spokespeople 100% Indonesia Asia Pacific BRIC 90% +12 80% +12 +15 70% 65% 62% 61% 60% 57% 52% 53% 51% 48% 49% 47% 50% 45% 40% 41% 41% 40% 30% 32% 30% 30% 24% 20% 10% 0% An academic or A financial or A CEO of a company A person like Non-profit A regular employee expert on that industry analyst yourself organization or NGO of a company company's industry representative or issues Q: 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 and extremely credible) Informed Publics ages 25-64
  • 13. Agency Of The Decade Holmes Report January 2010
  • 14. A Ten Year Overview of Trust The 2010 Edelman Trust Barometer is the firm’s 11th trust and credibility survey The survey was produced by research firm StrategyOne. The survey consisted of 30-minute telephone interviews conducted in September – December 2009 For the first time, the survey sampled two different age groups concurrently (25-34 and 35-64) For more information on the Edelman Trust Barometer and to view past results, please visit www.edelman.com/trust