HONG KONG FINDINGS
EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST                                                          ...
EDELMAN TRUST BAROMETER IN RETROSPECT    2013   CRISIS OF LEADERSHIP    2012   THE FALL OF GOVERNMENT    2011   RISE OF AU...
TRUST 2013    THE STATE OF TRUST         FINANCIAL AND BANKING INDUSTRY DEEP DIVE                    CRISIS OF LEADERSHIP ...
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                                                                   ...
MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS; GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITU...
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 – HONG KONG                         NGOs100%                     Media...
TRUST IN BUSINESS: DEVELOPED VS. EMERGING MARKETS VS. HONG KONG     90%                                              Devel...
TRUST IN GOVERNMENT: DEVELOPED VS. EMERGING MARKETS VS. HONG KONG     90%                                 Developed       ...
BUSINESS TRUSTED MORE THAN GOVERNMENT IN      16 OF 26 MARKETS SURVEYED      TRUST IN BUSINESS VS. GOVERNMENT             ...
TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP     TRUST BUSINESS OVER        GOVERNMENT                                     ...
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,      INCOMPETENCE IS A LEADING FACTOR FOR GOVERN...
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – HONG KONG     (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GO...
SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN       LEAST TRUSTED       TRUST IN INDUSTRIES – GLOBAL ...
TRUST IN INDUSTRIES – CHINA                                             2012                                              ...
CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR...
DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES       Global trust in companies headqua...
CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIESTRUST IN DIFFERENT T...
TRUST IN SMALL BUSINESS VS. BIG BUSINESS             SMALL BUSINESSES             BIG BUSINESSES                          ...
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...
SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES     ...
BANKING AND FINANCIAL SERVICESDEEP DIVE
SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW        BELOW 50% TRUST LEVEL        INDUSTRY SAW BOTTOM...
BANKS PERFORMANCE REPORT CARD                                                                                             ...
BANKS PERFORMANCE REPORT CARD                                                                                             ...
BANKS PERFORMANCE REPORT CARD                                                                                             ...
TRUST DEFICIT IN BANKS LINKED TO CULTURE WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – GLOBAL (ASKED OF RESP...
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – HONG KONG(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/F...
GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS              ARE COMMON ACROSS ALL BUSINESS         “Make no mi...
CRISIS OF LEADERSHIP
TRUSTED SOURCES ARE EXPERTS AND PEERS    CREDIBLE SPOKESPEOPLE – GLOBAL                                           2012    ...
CREDIBLE SPOKESPEOPLE                                                                                                     ...
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
Hong Kong Full Results: 2013 Edelman Trust Barometer
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Hong Kong Full Results: 2013 Edelman Trust Barometer

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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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Hong Kong Full 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. EDELMAN TRUST BAROMETER IN RETROSPECT 2013 CRISIS OF LEADERSHIP 2012 THE 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 NGOS3
  4. 4. TRUST 2013 THE STATE OF TRUST FINANCIAL AND BANKING INDUSTRY DEEP DIVE CRISIS OF LEADERSHIP THE PATH FORWARD4
  5. 5. STATE OF TRUST
  6. 6. 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 6 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
  7. 7. 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 367 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
  8. 8. 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 25-648 in 20-country global total
  9. 9. TRUST IN INSTITUTIONS – HONG KONG TRUST A GREAT DEAL Trust Total: 60% Trust Total: 63% Trust Total: 62% Trust Total: 47% GOVERNMENT 23% 20% 14% 9% BUSINESS 2012 2013 2012 2013 Trust Total: 76% Trust Total: 68% Trust Total: 70% Trust Total: 65% MEDIA 18% 14% 24% 25% 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 25-649
  10. 10. MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS; GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - GLOBAL NGOs Media Business Government80% 2007 2013 12 point gap 10 point gap between between business & business &70% government trust government trust 61%60% 59% 57% 54% 54% 56% 53% 53% 52% 53% 55% 52% 49%50% 51% 49% 47% 46% 48% 46% 47% 46% 44% 46% 45% 44%40% 43% Back to 40% 38% 2011 highs30%20% 2007 2008 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 means1 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 (excludes0 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)
  11. 11. TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 – HONG KONG NGOs100% Media Business Government90%80% 76% 76%70% 70% 69% 66% 62%60% 57%50% 51%40% 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 4 Box, Trust) Informed Publics ages 35-64 11
  12. 12. TRUST IN BUSINESS: DEVELOPED VS. EMERGING MARKETS VS. HONG KONG 90% Developed Emerging Hong Kong 80% 70% 70% 64% 60% 60% 55% 50% 47% 40% 39% 30% 20% 2012 2013 Q11-14. [Trust in Business] [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 Developed12 (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Hong Kong
  13. 13. TRUST IN GOVERNMENT: DEVELOPED VS. EMERGING MARKETS VS. HONG KONG 90% Developed Emerging Hong Kong 80% 70% 63% 60% 62% 56% 50% 44% 47% 40% 34% 30% 20% 2012 2013 Q11-14. [Trust in Government] [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 Developed (includes US,13 UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Hong Kong
  14. 14. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 62% 63%59% 60% 61% 60% 57% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48%48% 49% 44% 44% 44% 44% 41% 43% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% Q11-14. [Business in General and Government in General] 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 26-country 14 global total and across 26 countries
  15. 15. TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP TRUST BUSINESS OVER GOVERNMENT RUSSIA IRELAND +11 POINTS +12 POINTS TRUST GOVERNMENT OVER BUSINESS POLAND +26 POINTS SPAIN +24 POINTS ITALY BRAZIL +21 POINTS +31 POINTS MEXICO +41 POINTS SOUTH KOREA +13 POINTS JAPAN +20 POINTS INDONESIA ARGENTINA +27 POINTS INDIA +30 POINTS +24 POINTS 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 means15 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 Mexico, Brazil, Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia
  16. 16. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL (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 27% CORRUPTION OR FRAUD 33% 50% 50%WRONG INCENTIVES DRIVING BUSINESS DECISIONS 23% WRONG INCENTIVES DRIVING POLICIES 17%POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31% TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11% LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6% 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 16 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
  17. 17. 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 17 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
  18. 18. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED TRUST IN INDUSTRIES – GLOBAL Technology #1 in all 2012 2013 markets surveyed* Technology 79% Technology 77% Automotive 66% Automotive 69% Food and beverage 64% Food and beverage 66%Consumer packaged Consumer packaged goods 62% 65% goodsTelecommunications 60% Telecommunications 62% 2013: Top 3 in Developed Markets Brewing and spirits 59% Brewing and spirits 62% #1 Technology #2 Automotive Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits Energy 53% Pharmaceuticals 58% 2013: Top 3 in Emerging Markets Media 51% Media 53% #1 Technology #2 Automotive Banks 47% Banks 50% #3 Consumer Packaged Goods #3 Energy Financial services 45% Financial services 50% 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 ages 25-64 in 20 -country global total (excludes 18 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
  19. 19. TRUST IN INDUSTRIES – CHINA 2012 2013 Technology 91% Technology 88% Media 82% Automotive 85% Automotive 81% Energy 84% Telecommunications 78% Consumer packaged goods 82% Banks 78% Banks 80% Financial services 76% Telecommunications 79% Energy 76% Financial services 78%Consumer packaged goods 76% Media 76% Brewing and spirits 70% Pharmaceuticals 75% Pharmaceuticals 65% Brewing and spirits 73% Food and beverage 59% Food and beverage 71% 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 ages 25-64 (only industries tracked from 2012 19 to 2013 shown)
  20. 20. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES 76% 75% 74% 74% 70% 68% 68% 65% 61% 50% 48% 46% 41% 36% 35% 34% 31% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies20 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 Ages 25-64 in 26-country global total
  21. 21. DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES Global trust in companies headquartered in Germany, Developed Sweden, Canada and China has remained stable since 2008* Emerging Hong Kong 82% 81% 83% 80% 78% 76% 74% 72% 69% 58% 60% 50% 47% 40% 39% 36% 29% 19% Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs 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) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Hong Kong21 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  22. 22. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIESTRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESSES BIG BUSINESSES 89% 86% 79% 78% 76% 73% 70% 70% 65% 62% 53% 55% 55% 48% GLOBAL DEVELOPED EMERGING US UK CHINA UAE Q15-17. 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics22 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China, UAE
  23. 23. TRUST IN SMALL BUSINESS VS. BIG BUSINESS SMALL BUSINESSES BIG BUSINESSES 79% 76% 72% 70% 70% 68% 66% 65% 62% 53% GLOBAL DEVELOPED EMERGING APAC HONG KONG Q15-17. 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics23 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), Hong Kong, and APAC
  24. 24. 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% 64% 65% 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 24
  25. 25. 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%50% 50% 49% 47% 47% 49% 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 25
  26. 26. 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 26 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
  27. 27. SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [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 be 27 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26- country global total (excludes Don’t Know Responses)
  28. 28. BANKING AND FINANCIAL SERVICESDEEP DIVE
  29. 29. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVEL INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011 2008 2013 US Trust in Banking Industry has doubled over past two years, from 25% (2011) to + 11 50% (2013) among Informed Publics 25-64. 83% 83% 80% 72% 71% -13 -20 69% 67% 63% -19 -11 61% 59% 60% 59% -25 56% 54% 56% 53% 52% -1350% 49% 49% 49% 51% 47% -25 -26 45% 47% 44% -19 45% 38% 42% -24 35% 35% 32% 31% 31% 26% 23% 22% 19% 11% 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 29 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 and across 18 markets
  30. 30. BANKS PERFORMANCE REPORT CARD 50%+ =  SCORING 40-49% = O RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY <40% = X Rating of Banks’ Performance in each of Developed Emerging US UK Canada Australia China the following (Total Excellent/Good)Lending to small businesses X O X X O X Providing home mortgage loans X O X X  O Offering reasonable credit cards X O X X O X Trading and investing in government debt X O X X X X  Ensuring the privacy & security ofcustomers personal information O   X    Overseeing initial public offerings forcompanies X X X X X X OTrust in Banking Industry 42% 69% 50% 29% 59% 40% 80% 30 Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China
  31. 31. BANKS PERFORMANCE REPORT CARD 50%+ =  SCORING 40-49% = O RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY <40% = X Rating of Banks’ Performance in each of the Developed Emerging EU APAC LATAM following (Total Excellent/Good)Lending to small businesses X O X X XProviding home mortgage loans X O X O XOffering reasonable credit cards X O X O OTrading and investing in government debt X O X O XEnsuring the privacy & security of customerspersonal information O  O O OOverseeing initial public offerings for companies X X X X XTrust in Banking Industry 42% 69% 31% 72% 52% Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? 31 (Total Excellent/Good) Q43-60. [ Banking 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 ages 25-64 in Develop markets, Emerging markets, EU, APAC, and Latin America
  32. 32. BANKS PERFORMANCE REPORT CARD 50%+ =  SCORING 40-49% = O RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY <40% = X Rating of Banks’ Performance in South Hong each of the following India China Japan Indonesia Australia Singapore Malaysia UAE Korea Kong (Total Excellent/Good)Lending to small businesses   X X O X O X X XProviding home mortgage loans   X X O O  O O XOffering reasonable credit cards   X X X X  O O Trading and investing in governmentdebt   X X X X  O X X Ensuring the privacy & security ofcustomers personal information   X X    O O  Overseeing initial public offerings forcompanies  O X X O X  O X XTrust in Banking Industry 84% 80% 60% 55% 90% 40% 72% 73% 82% 60% Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? 32 (Total Excellent/Good) Q43-60. [ Banking 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 ages 25-64 2 in India, China, Japan, South Korea, Indonesia, Australia, Singapore, Hong Kong, Malaysia, and UAE
  33. 33. TRUST DEFICIT IN BANKS LINKED TO CULTURE WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – GLOBAL (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR – 56% GLOBALLY) LACK OF REGULATION CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES 20% 23% 59% of causes of scandals 13% are internal and withinBANKS ARE TOO LARGE business’ control 6% 25%CHANGES IN THE ECONOMY 11% CORPORATE CORRUPTION CONFLICTS OF INTEREST Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR 33 WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global total
  34. 34. WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – HONG KONG(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR) CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES 11% CORPORATE CORRUPTION 13%LACK OF REGULATION 40% 36% of causes of scandals are internal and 12% within business’ control 10% 14% CONFLICTS OF INTEREST BANKS ARE TOO LARGE CHANGES IN THE ECONOMY34 Q161. [ASK IF FAMILIAR WITH BANKING SCANDALS (Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals?
  35. 35. GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS ARE COMMON ACROSS ALL BUSINESS “Make no mistake, for UBS traders the manipulation of Libor was about getting rich,” “As one broker told a UBS derivatives trader: ‘Mate yur getting bloody good at this libor game ...think of me when yur on yur yacht in monaco won’t yu’” Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited35 are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country global total and across 26 countries
  36. 36. CRISIS OF LEADERSHIP
  37. 37. 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 37 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)
  38. 38. CREDIBLE SPOKESPEOPLE 2013 2012 2013 Academic or expert 68% Academic or expert 69% 73% Technical expert in the Technical expert in the 70% 66% 67% company company A person like yourself 65% A person like yourself 61% 67% Regular employee 50% Financial or industry 51% 54% analyst NGO representative 50% NGO representative 51% 73%Financial or industry analyst 46% Regular employee 50% 63% CEO 38% CEO 43% 48% Government official or 29% Government official or 60% regulator 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 38 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)

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