2012 Trust Barometer Hong Kong

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2012 Trust Barometer Hong Kong

  1. 1. 2012 EDELMAN TRUST BAROMETER HONG KONG RESULTS1 © Edelman, 2012. All rights reserved.
  2. 2. 2012 Edelman Trust Barometer – Hong Kong Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED Twelfth annual study PUBLIC PUBLIC 25-64 PUBLIC 35-64 Online survey in 25 countries Indicates Global Data 30,000+ respondents 1,000 general population respondents per country APAC Indicates Asia Pacific Region Data Ages 18+ Indicates Hong Kong 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** Hong Kong 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. 3. 3 © Edelman, 2012. All rights reserved.
  4. 4. Nearly twice as many countries are now skeptics; However, five Asia Pacificmarkets are considered “Trusters” in 2012, including Hong Kong 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 2012 4 © Edelman, 2012. All rights reserved.
  5. 5. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 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 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)5 © Edelman, 2012. All rights reserved.
  6. 6. Hong Kong trusts business significantly less than NGOs, media and government TRUST IN INSTITUTIONS – HONG KONG 70% 65% 62% 47% NGOs Media Government 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Hong Kong 6 © Edelman, 2012. All rights reserved.
  7. 7. Majority of countries now distrust government; Yet, in Hong Kong, over half trust government this year 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 7 © Edelman, 2012. All rights reserved.
  8. 8. Several mature economies see double-digit drops in business trust; Trust in business in Hong Kong lower than most other APAC markets 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 8 © Edelman, 2012. All rights reserved.
  9. 9. Similar to Asia Pacific region, technology, banks and automotive are among themost trust industries in Hong Kong this year TRUST IN INDUSTRIES – HONG KONG 2012 Technology 81% Banks 74% Automotive 70% Food and beverage 70% Pharmaceuticals 67% Telecommunications 67% Energy 66% Brewing and spirits 65% Consumer packaged goods 64% Financial services 62% Media 62%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 Hong Kong9 © Edelman, 2012. All rights reserved.
  10. 10. Media only institution to see trust rise; In 2012, nearly two out three trust media in Hong Kong 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 10 © Edelman, 2012. All rights reserved.
  11. 11. Diversification of Media TRUST IN INFORMATION SOURCES – HONG KONG 2012 Informed Public 33% 28% 14% 12% 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 Hong Kong11 © Edelman, 2012. All rights reserved.
  12. 12. NGOs still most trusted institution, despite some drops;Hong Kong’s trust levels similar to those seen in other APAC markets 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 12 © Edelman, 2012. All rights reserved.
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  14. 14. Business not meeting public’s expectations in Hong Kong HONG KONG Gap Business OFFERS HIGH QUALITY PRODUCTS OR SERVICES 48% - 18 Importance 30% Company Performance LISTENS TO CUSTOMER NEEDS AND FEEDBACK 47% - 24 23% HAS ETHICAL BUSINESS PRACTICES 46% 24% - 22 PLACES CUSTOMERS AHEAD OF PROFITS 45% - 26 19% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 45% - 27 18% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 43% - 25 BUSINESS 18% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 43% - 25 18% TREATS EMPLOYEES WELL 42% - 22 20% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 36% - 16 20% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 36% - 17 19% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 32% - 15 17% 32% -8 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 24%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 31% - 14 IN WHICH THE COMPANY OPERATES 17%PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 29% - 14 SOCIETAL ISSUES 15% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 24% -7 17% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 22% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 20% -2 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 Hong Kong (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 Hong Kong14 © Edelman, 2012. All rights reserved.
  15. 15. In Hong Kong, government not meeting public’s expectations either GOVERNMENT IMPORTANCE VS. PERFORMANCE – HONG KONG Government Importance Government Performance Gap 49% -36 LISTENS TO CITIZENS NEEDS AND FEEDBACK 13% 49% -34 HAS TRANSPARENT AND OPEN PRACTICES 15% 49% -36 COMMUNICATES FREQUENTLY AND HONESTLY 13% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 42% -24 COUNTRY 18% 41% -27 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 14%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40% -28 LOCAL COMMUNITIES 12% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 37% -22 EMPLOYMENT OPPORTUNITIES 15% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 37% ADDRESS SOCIETAL ISSUES -26 11% 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 Hong Kong; 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 Hong Kong 15 © Edelman, 2012. All rights reserved.
  16. 16. Asia Pacific markets, including Hong Kong, 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 16 © Edelman, 2012. All rights reserved.
  17. 17. Despite lack of trust in government, calls for increased regulations—especially in Hong Kong % 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 17 © Edelman, 2012. All rights reserved.
  18. 18. Calls for greater protection and responsible behavior in Hong Kong THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: Hong Kong Business 31% PROTECT CONSUMERS from irresponsible business practices can address on its own 27% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 10% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 23% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 7% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, Hong Kong - 27%) • Unethical business practices (Global - 28%, APAC - 31%, Hong Kong - 31%) • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Hong Kong - 16%)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 Hong Kong; Q131. Which of the following is the most important role that government should play in business?Informed Publics ages 25-64 in Hong Kong 18 © Edelman, 2012. All rights reserved.
  19. 19. 19 © Edelman, 2012. All rights reserved.
  20. 20. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted thangovernment leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 20 © Edelman, 2012. All rights reserved.
  21. 21. Business: from license to operate to license to lead HONG KONG CURRENT TRUST BUILDING FUTURE TRUSTAttributes that Correlate with Current Trust Most Important Attributes that Build Trust 42% TRUST BUSINESS 1) High quality products or services SOCIETAL ATTRIBUTES 1) Ranks on a global list MORE IMPORTANT TO 2) Listens to customer needs and feedback BUILDING FUTURE 3) Has ethical business practices 2) Highly regarded, top leadership TRUST 4) Takes actions to address issue or crisis 3) Innovator of new products 4) Places customers ahead of profits CURRENT TRUST 6) Has transparent and open business DRIVEN BY OPERATIONAL ATTRIBUTES 6) Communicates frequently and honestly 8) Treats employees well 9) Works to protect/improve environment 9) Addresses societys needs 11) Innovator of new products Societal 11) Delivers consistent financial returns Operational 13) Positively impacts the local community 14) Partners with third parties 15) Highly regarded, top leadership 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 Hong Kong; 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 Hong Kong (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 21 © Edelman, 2012. All rights reserved.
  22. 22. In Hong Kong, academics, NGO representatives and “person like me” are the top credible spokespeople; While financial/industry analyst and CEO are in the bottom two CREDIBLE SPOKESPEOPLE – HONG KONG 2012 Academic or expert 70% NGO representative 64% A person like yourself 64% Technical expert in the company 60% Government official or regulator 51% Regular employee 51% Financial or industry analyst 45% CEO 42%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 Hong Kong22 © Edelman, 2012. All rights reserved.
  23. 23. Skepticism requires repetition in Hong Kong too MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – HONG KONG Ten or more times (10+), Once (1), 1% 15% Twice (2), 10% Six to Nine times (6-9), 13% Three times (3), 34% Four or Five times (4 - 5), Three to Five times 27% 61%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 Hong Kong 23 © Edelman, 2012. All rights reserved.
  24. 24. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business24 © Edelman, 2012. All rights reserved.
  25. 25. 25 © Edelman, 2012. All rights reserved.

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