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HONG KONG FINDINGS
EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST                                                          ...
TRUST 2013    THE STATE OF TRUST                    CRISIS OF LEADERSHIP                                THE PATH FORWARD3
STATE OF TRUST
EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,              SHIFT BACK TO NEUTRAL IN 2013                  ...
LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS                                             2013               ...
TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL    TRUST A GREAT DEAL    ...
TRUST IN INSTITUTIONS – HONG KONG                TRUST A GREAT DEAL                                          Trust Total: ...
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – HONG KONG     (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GO...
NGOS REMAIN MOST TRUSTED INSTITUTION;        FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION        TRUST IN NO...
STEADY GROWTH IN TRUST IN MEDIA OVER TIME;        RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS    ...
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION      Global               Developed                     E...
CRISIS OF LEADERSHIP
TRUSTED SOURCES ARE EXPERTS AND PEERS    CREDIBLE SPOKESPEOPLE – GLOBAL                                           2012    ...
TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDERCREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 - GLOBAL        An ac...
LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP                            Trust in Business      ...
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWI...
TRUST BUILDING
16 ATTRIBUTES TO BUILDING TRUST                                ENGAGEMENT                                   LISTENS TO CUS...
HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED   INTO 5 DISTINCT CLUSTERS          Edelman Trust Barometer’s       ...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE  BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – HONG K...
GLOBAL INFLUENCER MESSAGE MAPPING                       Who is Trusted MOST to provide you with                           ...
THE WAY WE WERE     PYRAMID OF            CEO      INFLUENCE                        GOVERNMENT               “As the circl...
THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE                             CEO                                                 ...
INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THE MEDIA CLOVERLEAFPYRAMID OFAUTHORITY                   CEO (Ve...
LESSONS FOR LEADERS     Observe re-ordering of authority     Old values are not sufficient     Clear opportunity for busin...
On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xila...
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Hong Kong Results: 2013 Edelman Trust Barometer

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Presented by Alan Vandermolen in Hong Kong January 29, 2013. Last year’s Trust barometer showed trust in business in Hong Kong was significantly lower than in most Asia-Pacific countries, but in line with global results. However, this year’s findings show a significant 13-point increase in the trust of businesses in Hong Kong, while global trust in business rose five percentage points, all among informed publics. This shift may indicate a stronger association of Hong Kong to Asia and that it is a steadily becoming more trusting market.

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Transcript of "Hong Kong Results: 2013 Edelman Trust Barometer "

  1. 1. HONG KONG FINDINGS
  2. 2. EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST INFORMED ONLINE SURVEY PUBLICS IN 26 COUNTRIES • 31,000+ respondents • 500 respondents in U.S. and China & 200 in other countries • 5 years in 20+ markets • Ages 25-64 • 8 years in 10+ markets • College-educated GENERAL • In top 25% of household POPULATION income per age group in each country • 1000 respondents per country surveyed • Report significant media consumption and engagement • Ages 18+ in business news and public policy • 2 years of data • 13 years of data MARKET COMPARISONS Developed: US, UK, France, Germany and Japan Indicates Global Data Emerged: Brazil, Mexico, Russia, India and China Indicates Hong Kong Data APAC SELECT COUNTRIES: China, Japan, India, Malaysia, Singapore, South 2 Korea, Indonesia, Australia, Hong Kong
  3. 3. TRUST 2013 THE STATE OF TRUST CRISIS OF LEADERSHIP THE PATH FORWARD3
  4. 4. STATE OF TRUST
  5. 5. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil 51 France 54 UK +12 Sweden 52 Sweden 54 Sweden 49 US +10 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 5 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
  6. 6. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 India 64 General Population is Singapore 76 TRUSTERS 9 points lower than India 71 UAE 63 Informed Publics Singapore 63 Mexico 68 Indonesia 61 Hong Kong 67 Malaysia 61 UAE 66 Mexico 59 Malaysia 64 Largest Differences between Hong Kong 54 Canada 62 NEUTRAL Gen Pop & Informed Publics Canada 52 Indonesia 62 Brazil 51 U.S. 59 Poland, US, Sweden: - 14 points Netherlands 50 Netherlands 59 Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55 U.S. 45 France: - 13 points Germany 55 Germany 44 France 54 UK 43 Sweden 54 S. Korea 43 UK 53 Italy 51 DISTRUSTERS Turkey 43 France 41 Australia 50 Italy 40 Poland 48 Sweden 40 S. Korea 47 Australia 39 Ireland 46 Spain 37 Argentina 45 Japan 35 Spain 42 Poland 34 Turkey 42 Ireland 33 Japan 41 Russia 30 Russia 366 Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
  7. 7. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL TRUST A GREAT DEAL Trust Total: 58% Trust Total: 53% Trust Total: 48% Trust Total: 43% GOVERNMENT 12% 16% 14% 17% BUSINESS 2012 2013 2012 2013 Trust Total: 63% Trust Total: 57% Trust Total: 58% Trust Total: 52% 19% 22% 17% MEDIA 15% NGOS 2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-647 in 20-country global total
  8. 8. TRUST IN INSTITUTIONS – HONG KONG TRUST A GREAT DEAL Trust Total: 63% Trust Total: 60% Trust Total: 62% Total Trust: 53% Trust Total: 47% Trust Total: 43%GOVERNMENT 23% 20% BUSINESS 14% 9% 2012 2013 2013 Gen Pop 2012 2013 2013 Gen Pop Trust Total: 68% Trust Total: 76% Trust Total: 65% Trust Total: 70% Total Trust: 55% Total Trust: 63% MEDIA NGOS 24% 25% 18% 14% 2012 2013 2013 Gen Pop 2012 2013 2013 Gen Pop 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 ages 25-64 8
  9. 9. MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – HONG KONG (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 21% CORRUPTION OR FRAUD 22% 32% 35%WRONG INCENTIVES DRIVING BUSINESS DECISIONS 11% WRONG INCENTIVES DRIVING POLICIES 13% LACK OF REGULATION OR CONTROL 33% LACK OF REGULATION OR CONTROL 10% TRANSPARENCY ISSUES 20% TRANSPARENCY ISSUES 10%POOR PERFORMANCE/ INCOMPETENCE 15% POOR PERFORMANCE/ INCOMPETENCE 45% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 9 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
  10. 10. NGOS REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2008 China: 48% 2013 88% of markets surveyed 2013 83% 81% have a trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 66% 67% 66% 66% 67% 65% 64% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53% 48% 49% 51%50% 46% 41% 40% 37% 30% 28% N/A Q11-14. [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, Turkey and UAE) and across 26 countries 10
  11. 11. STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50% 49% 49%50% 47% 50% 47% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% 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, Turkey and UAE) and across 26 countries 11
  12. 12. TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging APAC Hong Kong 67% 71% 65% 63% 64% 60%58% 58% 56% 56% 58% 51% 52% 49% 47% 52% 47% 47% 45% 43% 41% 40% 32% 30% 26%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 56% 54% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 31% 29% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES 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 9-point scale where one 12 means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total, Hong Kong and Apac
  13. 13. CRISIS OF LEADERSHIP
  14. 14. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE – GLOBAL 2012 2013 Academic or expert 68% Academic or expert 69% Technical expert in theTechnical expert in the company 66% 67% company A person like yourself 65% A person like yourself 61% Financial or industry Regular employee 50% 51% analyst NGO representative 50% NGO representative 51% Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43% Government official orGovernment official or regulator 29% 36% regulator 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 14 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)
  15. 15. TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDERCREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 - GLOBAL An academic or expert on company issues CEO A person like yourself Government official/regulator Regular employee80% 69% 68%70% 67% 63% 65% 58% 59%60% 60% 49% 50%50% 49% 47% 44% 43%40% 39% 38% 42% 40% 36% 32% 30% 32% 35% 33%30% 29% 33% 31% 27% 26%20%10% 2008 2009 2010 2011 2012 2013 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 ages 35-64 in 18 -15 country global total
  16. 16. LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP Trust in Business Trust in Government Trust Business Leaders to tell the Truth Trust Government Leaders to tell the truth 50% Global 18% -32 41% Global 13% -28 67% China 32% -35 71% China -47 24% 68% India 34% 55% -34 India 20% -35 50% US 15% 38% -35 US 10% -28 42% Germany 38% 13% Germany -29 6% -32 37% France 33% 10% -27 France -25 8% 43% 53% Hong Kong Hong Kong 20% -23 17% -36 Q11 -14. 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 trust16 them at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust business leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following? (Top Box, Trust A great Deal) General Population
  17. 17. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 21% 25% 21% 20% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 26% 21% 21% 17% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General17 Population across 26-country global total
  18. 18. TRUST BUILDING
  19. 19. 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSEdelman Trust Barometer INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. 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 19 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  20. 20. HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS Edelman Trust Barometer’s Edelman Trust Barometer’s 2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS ENGAGEMENT (59%) Reputation as a place to work (81%) INTEGRITY (58%)OPERATIONS Financial performance (76%) (76%) PRODUCTS & SERVICES (54%) Respected CEO or leader (71%) PURPOSE (47%) OPERATIONS (39%) 20 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  21. 21. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – HONG KONG Gap Importance 39% -15 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 24% 39% -22 HAS ETHICAL BUSINESS PRACTICES 17% TREATS EMPLOYEES WELL 38% -24 14% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 36% -23 13% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 36% -19 17% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 35% -21 14% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 35% -21 14% PLACES CUSTOMERS AHEAD OF PROFITS 34% -21 13% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 32% -17 15% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 29% -13 16%PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 27% -16 ISSUES 11% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 26% -12 14%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 25% -11 THE COMPANY OPERATES 14% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 24% -6 18% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 21% -9 12% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 20% WORK FOR OR MOST ADMIRED COMPANIES 13% -7 Q80-Q96. [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) General Population in 21 Hong Kong (excludes ‘Don’t Know’ responses Q114-Q129. 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 Kong
  22. 22. GLOBAL INFLUENCER MESSAGE MAPPING Who is Trusted MOST to provide you with Passionate or Company’s Company’s Media Activist Academic credible and honest information about: CEO Employee Spokesperson Consumer A company’s employee programs, benefits & working conditions 21% 63% 16% 13% 11%ENGAGEMENT How a company serves its customers and prioritizes customer needs ahead of company profits 19% 30% 44% 16% 15% INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23% PRODUCTS A company’s innovation efforts and new product development 31% 31% 27% 25% 13% How a company uses its resources and influence to support the environment 21% 26% 34% 27% 13% PURPOSE How a company supports programs that positively impact the local community 22% 27% 35% 20% 23% Partnerships with NGO’s and effort to address societal issues 25% 20% 25% 23% 15% A company’s financial earnings & operational performance 34% 27% 23% 23% 12%OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15% Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19% 22 Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total
  23. 23. THE WAY WE WERE PYRAMID OF CEO INFLUENCE GOVERNMENT “As the circle of those who decide is narrowed, OFFICIALS as the means of decision are centralized and the consequences of decision become enormous, BOARD OF DIRECTORS the course of great events often rests upon the ACADEMICS decisions of determinable circles.” TECHNICAL EXPERTS - C. Wright Mills, 1956 ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW & CONTROLLED INFORMATION23
  24. 24. THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE CEO FROM 2000 TO 2013 PYRAMID OF GOVERNMENT OFFICIALS AUTHORITY FEW MANY (Vertical) BOARD OF DIRECTORS DICTATE CO-CREATE ACADEMICS FIXED FLEXIBLE TECHNICAL EXPERTS MONOLOGUE DIALOGUE ELITE MEDIA CONTROL EMPOWERMENT G E N E R A L P O P U L AT I O N EMPLOYEES ACTION CONSUMERS SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal)24
  25. 25. INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THE MEDIA CLOVERLEAFPYRAMID OFAUTHORITY CEO (Vertical) GOVERNMENT OFFICIALS NAVIGATING THE DIAMOND OF INFLUENCE VIA MEDIA CLOVERLEAF BOARD OF DIRECTORS ACADEMICS TECHNICAL EXPERTS Traditional Hybrid ELITE MEDIA G E N E R A L P O P U L AT I O N Search & Content EMPLOYEES ACTION CONSUMERS Owned Social SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal)
  26. 26. LESSONS FOR LEADERS Observe re-ordering of authority Old values are not sufficient Clear opportunity for business Trust is fragile and perceived behaviors are an anchor26
  27. 27. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; LanceArmstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu
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