2016 Edelman Trust Barometer - Financial Services Results

12,633 views

Published on

In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys.

Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.

Published in: Business
2 Comments
8 Likes
Statistics
Notes
  • Can you share trust in the UK of asset management/financial advice? I see the country results overall for FS but would be really interesting to see the breakdown.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Really sharp PP. Thanks for allowing downloads
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
12,633
On SlideShare
0
From Embeds
0
Number of Embeds
9,754
Actions
Shares
0
Downloads
325
Comments
2
Likes
8
Embeds 0
No embeds

No notes for slide
  • And this peer influence has bottom-line impact.

    Our Earned Brand research revealed the impact of the online and personal conversations that people have with friends and other people like them about brands. The greatest impact those conversations have today is at that moment of truth--where people are trying to decide whether or not to accept a risk, overcome a concern or make a decision about a product.

    We’ve always known that peers provide recommendations. But today, they truly are influential in converting purchases as well, and successful leaders need to understand how to tap into this new reality in order to be harness the power of that peer influence.
  • 2016 Edelman Trust Barometer - Financial Services Results

    1. 1. Financial Services 2016 Edelman Trust Barometer
    2. 2. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2
    3. 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016
    4. 4. 68 59 41 38 37 18 48 42 26 35 20 12 Trust Matters 4 Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Shared negative opinions Disagreed with others Paid more than wanted Sold shares Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Defended company Paid more Bought shares General Population Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377- 380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines
    5. 5. 1 State of Trust Globally and in the Financial Services Sector
    6. 6. 60 64 65 63 66 50 53 54 51 55 46 48 45 48 51 38 41 39 42 43 2012 2013 2014 2015 2016 54 58 58 56 62 47 50 49 49 53 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 25-country global total. 6 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 53 57 53 51 56 46 49 48 46 49 NGOs Government Media Business Post-Recession Highs Informed Public General Population
    7. 7. Sector Trends: Financial Services Rebounds Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25- country global total. Percentage point change in trust in each industry sector, 2012-2016 7 Consumer Packaged Goods 4 Energy 5 Financial Services 8 Telecommunications 2 Food & Beverage 1 General Population
    8. 8. 50% Increased Trust in Financial Services 8 Percent trust in the financial services sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in financial services in 24 countries 2015 2016 Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. +5 +7 -7 Five of six major financial centers saw increased trust 48 45 72 72 69 67 57 62 56 55 51 45 43 39 37 41 35 40 36 36 36 34 29 22 33 25 77 59 61 51 50 76 75 73 67 67 64 56 56 54 52 48 47 46 43 43 42 41 40 39 37 36 35 34 32 74 57 54 Global27 GDP5 China Indonesia UAE Malaysia Mexico Singapore Brazil Canada U.S. S.Korea Australia Japan Turkey Argentina Netherlands Russia U.K. Italy Poland Sweden Ireland Spain France Germany India S.Africa HongKong +7 +8 +9+5 +1 0 +7 +1 3 General Population
    9. 9. Financial Services Sub-Sectors: Mobile Banking Most Trusted Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 27-country global totals, question asked of one-fifth the sample. 9 Trust in various industry sub-sectors (27-country global total) Insurance Financial Advisory/ Asset Management Credit Cards/ Payments Banks Mobile banking/ e-payments Credit Cards/Payments & Banks Biggest Gainers 52% 51% 47% 46% 59% 57% 51% 49% 63% 2015 2016 Notaskedin2015 General Population
    10. 10. 74 Indonesia 73 UAE 72 China 72 India 66 Malaysia 65 Mexico 64 Colombia 63 Singapore 56 Canada 56 S. Africa 54 Brazil 53 Hong Kong 51 U.S. 50 S. Korea Financial Services Index: Mass Population Least Trusting Trust in the financial services sector, Informed Public vs. General Population vs. Mass Population, 2016 Source: 2016 Edelman Trust Barometer Q45-429. 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 Public, General Population, and Mass Population, 28-country global total. General Population Mass Population 51 Global Informed Public 10 Trusters Neutrals Distrusters 52 Global 48 Australia 47 Japan 46 Turkey 43 Argentina 43 Netherlands 42 Russia 41 U.K. 40 Italy 39 Poland 37 Sweden 36 Ireland 35 Spain 34 France 32 Germany 76 China 75 Indonesia 74 India 73 UAE 67 Malaysia 67 Mexico 65 Colombia 64 Singapore 57 S. Africa 56 Brazil 56 Canada 54 Hong Kong 54 U.S. 52 S. Korea 84 China 84 India 84 Indonesia 77 Mexico 72 Malaysia 70 Colombia 69 Singapore 69 UAE 69 U.S. 67 Brazil 62 S. Africa 49 Italy 48 Japan 47 Spain 44 France 44 Netherlands 41 Argentina 41 Ireland 40 Russia 38 Poland 36 Sweden 34 Germany 57 Australia 56 S. Korea 55 Canada 55 Hong Kong 52 U.K. 51 Turkey 59 Global 47 Australia 47 Japan 45 Turkey 44 Argentina 43 Netherlands 42 Russia 40 Poland 40 U.K. 38 Italy 36 Ireland 36 Sweden 33 Spain 32 France 32 Germany 8 point gap between informed public and mass population Half of countries are distrusters for mass population
    11. 11. 2 Trust Inequality
    12. 12. A Significant Divide Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total. 2016 Edelman Trust Barometer Q45-429. 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 Public and Mass Population, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 12 Percent trust in the four institutions of government, business, media and NGOs and percent trust in financial services, 2012 to 2016 (25-country global total) Informed Public Mass Population in trust inequality-- which jumps to a 5-point increase among the GDP5 3-point increase 53 58 56 56 60 44 47 46 46 48 12pt Gap 9pt Gap 6pt Gap 4pt Gap 47 50 51 52 56 43 46 47 47 50 2012 2013 2014 2015 2016 Global Trust Index Trust in Financial Services
    13. 13. 2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15 2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10 Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population Accelerating Gaps: A Global Phenomenon Source: 2016 Edelman Trust Barometer 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 nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total, 2012 vs 2016. GDP 5 = U.S., China, Japan, Germany, U.K. 13 Increased gap Decreasedgap Gap has increased in 16 of 25 countries Global25 GDP5 France U.K. U.S. Spain Mexico Singapore S.Korea Malaysia India China Brazil Germany Australia Ireland Russia Poland Canada Japan Indonesia Italy Argentina UAE HongKong Netherlands Sweden 3 5 12 10 8 8 7 4 4 4 3 3 3 3 2 2 1 1 0 0 -2 -2 -3 -4 -4 -4 -5 Five of six major financial centers see growing trust disparity
    14. 14. Financial Services Sector Disparity Source: 2016 Edelman Trust Barometer Q45-429. 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 Public and Mass Population, 28-country global total. 14 Trust in the financial services sector, Informed Public vs. Mass Population, 2016 Country Informed Public Mass Population Gap U.S. 69 51 18 Spain 47 33 14 Brazil 67 54 13 Mexico 77 65 12 France 44 32 12 UK 52 40 12 China 84 72 12 Italy 49 38 11 Indonesia 84 74 10 Singapore 69 63 6 Germany 34 32 2 Hong Kong 55 53 2
    15. 15. 50% 60 57 71 64 78 78 68 49 52 62 67 49 45 46 50 53 40 74 79 46 65 68 59 38 44 80 55 62 58 71 46 42 40 35 52 56 48 30 33 45 50 32 31 32 37 40 27 62 69 36 56 59 51 30 37 73 48 55 52 66 Global GDP5 U.S. France Brazil India Netherlands Russia U.K. Italy Singapore Japan HongKong Turkey Sweden Spain Poland Colombia Mexico Ireland SouthAfrica UAE Argentina SouthKorea Germany Indonesia Australia Malaysia Canada China 18 of 28 countries have a double-digit trust gap between high-income and low-income respondents Trust Index: A Link to Income Inequality Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”] GDP 5 = U.S., China, Japan, Germany, U.K. 15 Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them 19192022262931 Low-income respondents High-income respondents Four of six financial centers see a double-digit trust gap between high and low income respondents General Population 17 17 17 14
    16. 16. Mass Population The Inversion of Influence 16 Authority & Influence Influence Authority Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. 85%of population 48Trust Index 15%of population 60Trust Index Informed Public
    17. 17. 63 64 57 50 48 41 50 39 33 67 64 63 53 52 49 48 44 35 Inversion: Peers, Employees More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, 27-country global total. 17 Percent who rate each spokesperson as extremely/very credible 2015 2016 +8 Technical expert Academic expert A person like yourself Financial industry analyst Employee CEO NGO representative Board of Directors Government official/regulator CEO credibility increased the most +6 General Population
    18. 18. 3 An Opportunity for Business
    19. 19. A Position of Strength Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total. 19 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 and percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016 51 48 55 53 63 57 67 63 NGOs Business +4 +6 +4 +5 Informed Public General Population Business closing NGOs’ long-held lead in trust Trust 2016 Trusted to keep pace Trust 2015 63 57 67 6363 69 51 48 55 53 55 61 NGOs Business Business most trusted to keep pace
    20. 20. Business Must Lead to Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample. . 80% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 20 General Population
    21. 21. 4 Leadership in a Divided World
    22. 22. Addressing Trust Inequality 22 Employee Advocacy Engagement Values Actions Trust
    23. 23. Employee Advocacy Leadership in a Divided World:
    24. 24. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 Employees are Essential Advocates Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total. 24 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted Company CEO Senior executive Employee Activist consumer Academic Media spokesperson General Population
    25. 25. Financial Services: Least-Trusted Sector is Most-Trusted Employer 25 Percent trust in own company within each industry by employees, and trust in that industry sector among the general population General sector trust Trust in own company Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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) Q206 Which of the following best describes your current employment status? (Net: “Employed full-time” and “Employed part-time”) General Population among those employed (Q206), 28-country global total. Q525-526 asked of half the sample. Q45-429. 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) General Population, 28-country global total. GAP 13 Automotive 74 / 61 Professional Services 79 / 63 Financial Services 80 / 52 Telecommunications 75 / 60 Fashion 77 / 62 15 15 16 28 General Population
    26. 26. 61% 52% 51% 62% 60% 53% 40% 41% 52% 52% Financial Services Employees Weigh-in on Societal Issues Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the sample. 26 Employees who say their company is engaged in societal issues vs. employees who say their CEO is engaged in societal issues, by industry sector CEO engaged Company engaged Technology Food & Beverage Health Financial Services Energy General Population
    27. 27. Employees of F.S. companies NOT engaged in societal issues Employees of F.S. companies engaged in societal issues Employee Advocacy in Financial Services Sector Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample. 27 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, financial services sector 68 68 68 64 70 71 75 Recommend company as an employer Motivated to perform Recommend products and services to others Stay working for the company Confidence in the future of the company Committed to achieving our strategy Do the best possible job for the customer Impact of Company Engagement 18 21 19 24 19 18 15 93 92 89 88 87 86 83 Level of Employee Advocacy/Commitment General Population
    28. 28. Engagement Leadership in a Divided World:
    29. 29. 58 53 44 63 46 2012 2013 2014 2015 2016 Transformed Media Landscape Source: 2016 Edelman Trust Barometer 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 nine-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) General Population and Millennials, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information Millennials even more trusting of digital media than general population 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 29 Millennials Gap 66 3 58 0 58 5 51 5 51 7 General Population
    30. 30. 50% 67 61 53 46 39 46 40 34 30 26 78 65 62 55 49 44 42 37 32 31 My friends and family An academic expert Companies that I use Employees of a company A company CEO A journalist A well-known online personality Elected officials Celebrities Companies I don’t use* Every Voice Matters Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 30 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 +11 +10 2015 2016 General Population
    31. 31. Peers Influence Purchase Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? The impact of online and offline conversations about brands with friends and other people like me Source: 2015 Earned Brand Study of Global Consumers purchase decisions at the moment of truth 75% Build Inspiration % They give me a sense of community 16 They get me 17 Push Consideration % They push me to try new things 25 They suggest products/services 27 They make me trust the brand more 29 Moment of Truth % They help me overcome concerns 37 They help me make decisions 44 They warn me about the risks 45 peers influence 31
    32. 32. Values Leadership in a Divided World:
    33. 33. 48 45 26 27 29 30 31 31 32 33 39 40 40 40 41 42 44 47 50 51 53 56 64 65 68 69 71 71 76 76 Global28 GDP5 Ireland Sweden France Spain U.K. Russia Germany Netherlands Italy Poland Japan Australia S.Korea Canada Argentina U.S. S.Africa Turkey HongKong Singapore Colombia Brazil UAE Malaysia Mexico Indonesia India China CEO Challenge: More Than Half Don’t Trust Financial Services CEOs Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the financial services industry to do what is right. Please use the 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) General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 33 Percent who trust CEOs to do what is right, financial services sector 50% In 20 of the 28 countries, the general population do not trust CEOs in the financial services industry to do what is right Five of six financial centers fall into distruster territory regarding CEOs General Population
    34. 34. 62% 65% 70% 79% Their education and how it shaped them Their personal success story The obstacles they have overcome Their personal values Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO both directly (86%) and via media (75%) 34 CEOs must engage General Population
    35. 35. Actions Leadership in a Divided World:
    36. 36. Purpose and Profits Matter Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample. 36 Percent who agree that CEOs should be personally visible in discussing… 8 in10 Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 7 in10 Financial Results General Population
    37. 37. Trust-Building Behaviors: Data, Safety and Social Responsibility Are Critical for Financial Services Importance vs. performance of behavior in building trust in a company Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. 37 PerformanceImportanceGAP 21 Protects Consumer Data 86 / 65 Makes My Life Easier 80 / 64 Keeps Me and My Family Safe 81 / 58 Transparent Social Responsibilities 80 / 56 23 24 16 18 Develops Intellectual Property 74 / 56 General Population
    38. 38. Trust Building Behaviors: Actions Can Lead to Better Performance Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. 38 Data Privacy & Security Develops Intellectual Property Keeps Me and My Family Safe Transparent Social Responsibilities Makes My Life Easier Protects Consumer Data BEHAVIORS ACTIONS Business + Social Purpose Research & Analytics BEHAVIORS ACTIONS Financial Education Digital Strategy
    39. 39. Embracing the New Reality of Influence to Address Trust Inequality 39 ‣ Ignite your most powerful advocate, your employees ‣ Engage cross channel to meet stakeholders where they are and about what most interests/concerns them ‣ Express your values through honest, ethical engagement in which you share your story ‣ Bridge the gap in trust building behaviors by taking action Employee Advocacy Engagement Values Actions Influence Leadership TRUST

    ×