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Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
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Trust Barometer 2014 Hong Kong Launch Presentation

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About the Edelman Trust Barometer: …

About the Edelman Trust Barometer:
The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey. The survey was produced by research firm Edelman Berland and consisted of 20-minute online interviews conducted October 16, 2013 – November 29, 2013. The 2014 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit: http://www.edelman.com/insights/intellectual-property/trust-2014/.

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  • 1. 2014 TRUST BAROMETER EDELMAN HONG KONG RESULTS
  • 2. GLOBAL EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES INFORMED PUBLICS • 33,000 respondents • 200 respondents in Hong Kong • 6 years in 20+ markets • Ages 25-64 • 9 years in 10+ markets • College-educated GENERAL POPULATION • In top 25% of household income per age group in each country • Ages 18+ • Report significant media consumption and engagement in business news and public policy • 3 years in 25+ markets • 14 years of data • 1000 respondents per country surveyed 2
  • 3. The State of Trust
  • 4. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 4 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 -9 pts. Hong Kong -9 pts.
  • 5. GLOBAL STATE OF TRUST TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 5 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #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 in 20country global total.
  • 6. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN HONG KONG, FRANCE AND U.S. TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 56% 45%47% 43% 40% 43% 63% 60% 53% 53% 48% 44% 65% 63% 60% 57% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. Q11-14. [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, 20-country global total. 6 50% 45% 41% 42% 33%34% 32% 58% 54%
  • 7. TRUST IN BUSINESS STABILIZES GLOBALLY, HONG KONG BUSINESS TRAILS TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 70% 63% 59% 64% 58% 45% 39% 40% 73% 71% 62% 61% 58% 56% 56% 52% 53% 49% 48% 77% 62% 58% 57% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 58% 54% 51% 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. Q11-14. [BUSINESS 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, 20-country global total. 7 60% 56% 56% 50% 49% 45% 45%
  • 8. Trust in Hong Kong Photo by Michael Lee
  • 9. IN HONG KONG, THREE OF FOUR INSTITUTIONS SEE TRUST EROSION HONG KONG TRUST IN THE FOUR INSTITUTIONS: NGOS, MEDIA, BUSINESS AND GOVERNMENT, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 77% 76% 68% NGOS 25% #1 2013 24% 14% 2014 63% #2 2013 2014 63% 60% 49% BUSINESS 9% 2013 9 MEDIA 12% #3 9% 2014 45% 20% 2013 #4 10% 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.
  • 10. TRUST IN GOVERNMENT FALLS ACROSS ALL AGE GROUPS HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 BY AGE GROUP 25-29 30-44 45-64 73% 67% -24pts -18pts 56% -15pts 49% 49% 41% 2013 10 2014 2013 2014 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. 2014
  • 11. TRUST IN BUSINESS ALSO FALLS ACROSS ALL AGE GROUPS HONG KONG TRUST IN BUSINESS, 2013 VS. 2014 BY AGE GROUP 25-29 67% 30-44 70% -16pts 51% 2013 11 45-64 52% 2014 2013 -3pts -21pts 49% 2014 49% 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. 2014
  • 12. HONG KONG TRUST IN COMPANIES HEADQUARTERED ABROAD HONG KONG TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 85% 85% 84% TRUSTED 81% 78% 78% 76% 75% 73% 71% 62% 57% 38% 12 38% 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. 34% 30% 30%
  • 13. TRUST AMONG MOST INDUSTRIES SEES INCREASE TRUST IN INDUSTRIES, 2013 VS. 2014 - HONG KONG 2014 2013 TECHNOLOGY 82% CONSUMER ELECTRONICS MANUFACTURING 81% AUTOMOTIVE TELECOMMUNICATIONS 75% 71% 2013 vs. 2014 86% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING 83% +4 +2 AUTOMOTIVE 80% +5 TELECOMMUNICATIONS 78% +7 BANKS 73% BANKS 77% +4 PHARMACEUTICALS 73% PHARMACEUTICALS 77% +4 FOOD AND BEVERAGE 71% FOOD AND BEVERAGE 75% +4 BREWING AND SPIRITS 69% BREWING AND SPIRITS 75% +6 ENERGY 70% ENERGY 74% +4 CHEMICALS 73% +1 CONSUMER PACKAGED GOODS 72% -5 CHEMICALS 72% 77% CONSUMER PACKAGED GOODS 69% +2 MEDIA 67% MEDIA FINANCIAL SERVICES 66% FINANCIAL SERVICES 66% 0 ENTERTAINMENT 64% ENTERTAINMENT 66% +2 CONSUMER HEALTH COMPANIES 64% CONSUMER HEALTH COMPANIES 13 61% 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. -3
  • 14. TRUST IN INDUSTRY SECTORS VS. INDUSTRY OVERALL FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY Credit cards / Payments Financial advisory / Asset management Insurance 14 81% 79% Natural Gas 77% Oil 75% Energy industry overall 78% Utilities Renewables Food and 79% beverage retailers Banks Financial services industry overall ENERGY INDUSTRY 74% 76% Food service 78% Food and beverage manufacturers 78% 66% 62% 58% Food Industry overall 75% Mining 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. 69%
  • 15. TRUST LOWEST AMONG STATE-OWNED BUSINESS; FAMILY BUSINESSES CLOSE BEHIND HONG KONG TRUST IN DIFFERENT TYPES OF BUSINESSES Global 71% APAC 68% 62% 51% FAMILY-OWNED Hong Kong 74% 72% 65% 63% 56% 73% 71% 62% 62% 63% 61% 54% 54% 48% SMALL- AND MEDIUMSIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS 15 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
  • 16. MORE THAN HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - HONG KONG (Global figure in brackets) 53% 28% (28%) 25% (23%) 24% (21%) 14% (18%) 5% (5%) 4% (4%) PROTECT CONSUMERS REGULATE BUSINESS WORK TO ENSURE BUILD GIVE OR LOAN MONEY GOVERNMENT SHOULD FROM IRRESPONSIBLE ACTIVITIES TO ENSURE FREE MARKET ACCESS INFRASTRUCTURE TO BUSINESS WHEN IT NOT PLAY A ROLE IN BUSINESS PRACTICES COMPANIES ARE AND OPEN THAT PROMOTES AND EXPERIENCES BUSINESS BEHAVING COMPETITION WITHIN FACILITATES FINANCIAL CRISIS RESPONSIBLY INDUSTRIES BUSINESS OPPORTUNITIES 16 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 1% (1%) DON'T KNOW
  • 17. AT THE INTERSECTION OF GOVERNMENT BUSINESS: A CALL FOR REGULATION SIGNIFICANTLY HIGHER DEMAND FOR REGULATION VS. GLOBAL AVERAGE Not Enough 58% (53%) Too Much (Global figure in brackets) 61% (51%) 53% (48%) 52% (42%) 11% (27%) 5% (16%) Government Regulation of Business Government Regulation of Financial Services Industry 6% (17%) 3% (12%) 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 17 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.
  • 18. Building Trust Through Context
  • 19. 16 KEY 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 BUSINESS Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 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. HONG KONG BUSINESS SEES SIGNIFICANT GAP IN TRUST DRIVERS BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – HONG KONG ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE HIGH QUALITY PRODUCTS IMPORTANCE PERFORMANCE 41% 19% IS ETHICAL 19% TREATS EMPLOYEES WELL 20% LISTENS TO CUSTOMERS 19% COMMUNICATES OFTEN 38% 35% 17% PARTNERS WITH NGOS TOP GLOBAL COMPANY ADMIRED TOP LEADERSHIP -15 -10 27% -10 27% 14% 14% -18 27% 17% 13% -18 -17 31% 17% INNOVATOR -20 34% 16% CONSISTENT FINANCIAL RETURNS -21 34% 16% POSITIVELY IMPACTS COMMUNITY -21 39% 17% PROTECTS ENVIRONMENT -20 40% 18% ADDRESSES SOCIETY'S NEEDS -22 40% 18% CUSTOMERS BEFORE PROFITS -22 41% ACTS RESPONSIBLY IN CRISIS -22 41% 19% TRANSPARENT & OPEN OPERATIONS Gap -13 23% 22% 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, 2720 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. -10 -8
  • 21. 21
  • 22. PERSON LIKE YOURSELF AND EXPERTS REMAIN MOST TRUSTED SPOKESPEOPLE CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - HONG KONG 2013 2013 vs. 2014 2014 67% A PERSON LIKE YOURSELF A PERSON LIKE YOURSELF 71% +4 70% -3 ACADEMIC OR EXPERT 73% ACADEMIC OR EXPERT NGO REPRESENTATIVE 73% NGO REPRESENTATIVE 65% -8 TECHNICAL EXPERT IN THE COMPANY 64% -6 TECHNICAL EXPERT IN THE COMPANY 70% 63% REGULAR EMPLOYEE GOVERNMENT OFFICIAL OR REGULATOR FINANCIAL OR INDUSTRY ANALYST CEO *SUCCESSFUL ENTREPRENEUR 60% 54% 47% -13 FINANCIAL OR INDUSTRY ANALYST 47% -7 CEO 45% -3 *ENTREPRENEUR 42% -11 40% -5 BOARD OF DIRECTORS 45% BOARD OF DIRECTORS BLOGGER 45% BLOGGER 33% *Changed from “Successful Entrepreneur” in 2013 22 -6 GOVERNMENT OFFICIAL OR REGULATOR 48% 53% 57% REGULAR EMPLOYEE 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. -12
  • 23. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - HONG KONG 77% 73% 73% 72% 65% 45% 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 23 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.
  • 24. TRADITIONAL MEDIA REMAINS MOST TRUSTED; ONLINE SEARCH INCREASINGLY IMPORTANT LEVELS OF TRUST IN SOURCES OF INFORMATION 71% 60% TRADITIONAL MEDIA 57% ONLINE SEARCH ENGINES FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 26% 23% 22% Online search Newspapers Television 50% SOCIAL MEDIA HYBRID MEDIA FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS 27% Television 23% 15% Online search Newspapers 47% OWNED MEDIA SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 29% 26% Television Online search 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 9-point 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, 27-country global total Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total 24 17% Newspapers
  • 25. 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

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