Canada Results - 2013 Edelman Trust Barometer
Upcoming SlideShare
Loading in...5
×
 

Canada Results - 2013 Edelman Trust Barometer

on

  • 5,404 views

The Edelman Trust Barometer© has become the gold standard for measuring trust and credibility around the globe, surveying more than 31,000 people, spanning 26 countries. Now in its 13th year, the ...

The Edelman Trust Barometer© has become the gold standard for measuring trust and credibility around the globe, surveying more than 31,000 people, spanning 26 countries. Now in its 13th year, the Edelman Trust Barometer© is a global study that examines trust in the four key institutions of government, business, media and NGOs, as well as communications channels and sources in key industries. The 2013 Canadian results revealed a universal crisis in leadership, a strong commitment to regulation in the Canadian financial industry and five new behaviour clusters that organizations can demonstrate to help build trust with their constituents.

Statistics

Views

Total Views
5,404
Views on SlideShare
4,276
Embed Views
1,128

Actions

Likes
7
Downloads
98
Comments
0

9 Embeds 1,128

http://edelman.ca 777
http://accoladecommunications.wordpress.com 328
http://www.linkedin.com 16
https://www.rebelmouse.com 2
http://webcache.googleusercontent.com 1
https://twitter.com 1
http://feeds.feedburner.com 1
http://10.30.15.251 1
http://www.google.ca 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Canada Results - 2013 Edelman Trust Barometer Canada Results - 2013 Edelman Trust Barometer Presentation Transcript

  • CANADA FINDINGS
  • EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST INFORMED ONLINE SURVEY PUBLIC IN 26 COUNTRIES • 31,000+ respondents • 500 respondents in U.S. and China & 200 in other • 5 years in 20+ markets countries, including Canada • 8 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • In top 25% of household income per age group in • 1000 respondents per each country country surveyed • Report significant media • Ages 18+ consumption and engagement in business news and • 2 years of data public policy • 13 years of data MARKET COMPARISONS Indicates Global Data Developed: U.S., UK, France, Germany and Japan Emerged: Brazil, Mexico, Russia, India and China Indicates Canada Data2
  • 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
  • TRUST 2013 THE STATE OF TRUST FINANCIAL AND BANKING INDUSTRY DEEP DIVE CRISIS OF LEADERSHIP THE PATH FORWARD4
  • EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH 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 U.S. +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 UK 41 South Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 UK 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
  • LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLIC 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 public 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 general population & Canada 52 Indonesia 62 Brazil 51 informed public U.S. 59 Netherlands 50 Netherlands 59 Poland, U.S., Sweden: - 14 points Argentina 48 Brazil 55 U.S. 45 Germany 55 Singapore, Ireland, Hong Germany 44 France 54 Kong, France: - 13 points UK 43 Sweden 54 South Korea 43 UK 53 Turkey 43 Italy 51 DISTRUSTERS France 41 Australia 50 Italy 40 Poland 48 Sweden 40 South 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
  • TRUST STEADY ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS TRUST A GREAT DEAL Trust Total: 58% Trust Total: 58% Trust Total: 56% Trust Total: 56% GOVERNMENT 11% 19% 10% 11% BUSINESS 2012 2013 2012 2013 Trust Total: 73% Trust Total: 66% Trust Total: 61% Trust Total: 54% MEDIA 13% 17% 17% 20% 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
  • MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS; GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLIC 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 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 (excludes8 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)
  • NGOS REMAIN MOST TRUSTED; BUSINESS, GOVERNMENT AND MEDIA EQUALLY TRUSTED TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 – CANADA NGOs80% Media 75% Business Government70% 68% 67%60% 60% 59% 57% 56% 57% 58% 55% 53% 54% 49% 49% 51%50% 47% 52% 47% 47% 48% 45% 44% 45%40% 43% 40% 39% 34% 34%30%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 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 35-649
  • CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS ANDGOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENTMAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – CANADA(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS WRONG INCENTIVES DRIVING 30% CORRUPTION OR FRAUD 33% BUSINESS DECISIONS POOR PERFORMANCE/ CORRUPTION OR FRAUD 29% 29% INCOMPETENCE POOR PERFORMANCE/ 15% TRANSPARENCY ISSUES 18% INCOMPETENCE WRONG INCENTIVES DRIVING TRANSPARENCY ISSUES 13% 14% POLICIES LACK OF REGULATION OR LACK OF REGULATION OR CONTROL 12% 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 BUSINESS10 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
  • SLIGHT UPTICKS IN MANY SCORES, TECHNOLOGY REMAINS MOST TRUSTED TRUST IN INDUSTRIES – CANADA 2013 2012 2013 Technology 75% Technology 75% 77% Food and beverage 72% Brewing and spirits 72% 62% Brewing and spirits 70% Automotive 69% 69%Consumer packaged goods 65% Food and beverage 67% 66% Automotive 61% Consumer packaged goods 63% 65% Telecommunications 56% Telecommunications 61% 62% Financial services 56% Banks 59% 50% Banks 56% Financial services 59% 50% Pharmaceuticals 55% Energy 57% 59% Media 55% Pharmaceuticals 53% 58% Energy 51% Media 52% 53% 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 Canada and 20-country global 11 total (only industries tracked from 2012 to 2013 shown)
  • 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 companies12 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
  • CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;WHILE BIG BUSINESS ON TOP IN EMERGING ECONOMIESTRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESS BIG BUSINESS 89% 86% 79% 78% 78% 76% 70% 70% 65% 62% 56% 55% 53% 48% GLOBAL DEVELOPED EMERGING CANADA U.S. UK CHINA 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 Publics13 ages 25-64 in 26-country global total, Developed Markets (includes U.S., UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), Canada, U.S., UK and China
  • MAINSTREAM MEDIA CONTINUES TO REIGN TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Developed Emerging Canada 71% 65% 65% 55% 56% 58% 51% 52% 47% 41% 32% 34% 28% 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 14 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
  • SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE 10 OR MORE TIMES 14% TWICE 6% 6 – 9 TIMES 35% 3 TIMES 29% 4 – 5 TIMES 64% 3 – 5 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 be15 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)
  • GLOBAL BANKING AND FINANCIALSERVICES DEEP DIVE
  • SEVERE DROP IN TRUST IN BANKS OVER FIVE YEARS; CANADA TRENDS UPWARDS INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY 2008 2013 + 11 83% 83% 80% 72% + 10 -20 -13 69% 67% -11 -25 60% 59% 59% 56% 54% -13 56%50% 45% 49% 52% 49% 49% 53% 47% 51% 47% -25 -26 42% -19 45% 38% -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 17 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 16 markets
  • TRUST DEFICIT IN BANKS LINKED TO CULTURE WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – CANADA (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR) CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES LACK OF REGULATION 30% 33% 54% of causes of scandals are internal and within businesses’BANKS ARE TOO LARGE 12% control 16% 3% 5% CHANGES IN THE ECONOMY CORPORATE CORRUPTION CONFLICTS OF INTEREST18 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?
  • CRISIS OF LEADERSHIP
  • TRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE – CANADA 2013 2012 2013 Academic or expert 68% Academic or expert 80% 69% Technical expert in the Technical expert in the 64% 68% 67% company company A person like yourself 61% A person like yourself 58% 61% NGO representative 60% NGO representative 55% 51% Financial or industry 51% Regular employee 51% 51% analyst Financial or industry 50% 42% Regular employee 49% analyst Government official or Government official or 36% 36% 45% regulator regulator CEO 32% CEO 35% 43% 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 Publics20 ages 25-64 in in Canada and 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
  • MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR CREDIBILITY RATING 2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS CEO credibility Business leaders trusted less than Government official or 50% in 11 of 16 markets shown regulator credibility Government leaders trusted less than 50% in 14 of 16 markets shown 73% 62% 55% 54% 54%50% 52% 52% 45% 43% 45% 42% 41% 41% 38% 39% 37% 37% 36% 37% 36% 35% 34% 35% 32% 31% 28% 27% 25% 22% 23% 22% 22% 18% 15% Global Argentina Indonesia Brazil India Russia South Ireland China Spain Japan Italy UK U.S. Germany France Canada Korea Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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, 21 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 16 markets
  • CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWCANADIANS TRUST BUSINESS AND GOVERNMENT LEADERS ‘A GREAT DEAL’ TO DO THE FOLLOWING: BUSINESS LEADERS 18% 8% 10% 7% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE ISSUES INDUSTRIES THAT ARE DECISIONS TRUTH, REGARDLESS OF HOW EXPERIENCING PROBLEMS COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 8% 10% 8% 5% SOLVE SOCIAL OR SOCIETAL ISSUES INDUSTRIES THAT ARE EXPERIENCING PROBLEMS THE DECISIONS CORRECT ISSUES WITHIN MAKE ETHICALTELL YOU AND MORAL TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A Great Deal); Q144B-147B.22 [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box – Trust A Great Deal) General Population in Canada
  • 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 51% Canada 7% -44 46% Canada 5% -41 67% China 32% 71% -35 China 24% -47 68% India 34% 55% -34 India 20% -35 50% U.S. 38% 15% -35 U.S. 10% -28 42% Germany 38% 13% -29 Germany 6% -32 37% 33% France France 10% -27 8% -25 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 trust23 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
  • TRUST BUILDING
  • FIVE TRUST PERFORMANCE CLUSTERS EMERGE; MUST MOVE BEYOND OPERATIONS 2008 Edelman Trust Barometer 2013 Edelman Trust Barometer Trust Clusters* 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%) 25 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  • 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 CLUSTERS listed here in IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASrank order of importance. 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 26 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  • TRUST BUILDING ATTRIBUTES – LARGE GAP BETWEEN EXPECTATION &PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CANADA Gap Importance -50 PLACES CUSTOMERS AHEAD OF PROFITS Performance 72% 22% -41 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 71% 30% -48 TREATS EMPLOYEES WELL 70% 22% COMMUNICATES FREQUENTLY AND HONESTLY -41 61% ON THE STATE OF ITS BUSINESS 20% -45 HAS ETHICAL BUSINESS PRACTICES 72% 27% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN -44 71% ISSUE OR A CRISIS 27% -44 HAS TRANSPARENT AND OPEN BUSINESS 66% PRACTICES 22% -25 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 69% 44% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES 41% -5 OR IDEAS 36% WORKS TO PROTECT AND IMPROVE THE 57% -35 ENVIRONMENT 22% CREATES PROGRAMS THAT POSITIVELY IMPACT 51% -29 THE LOCAL COMMUNITY IN WHICH THE… 22% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY 51% -26 BUSINESS 25% PARTNERS WITH NGOS, GOVERNMENT AND 35% -19 THIRD PARTIES TO ADDRESS SOCIETAL ISSUES 16% HAS HIGHLY-REGARDED AND WIDELY ADMIRED 44% -21 TOP LEADERSHIP 23% RANKS ON A GLOBAL LIST OF TOP 40% COMPANIES, SUCH AS BEST COMPANIES TO… 25% -15 DELIVERS CONSISTENT FINANCIAL RETURNS TO 39% INVESTORS 20% -19 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 in27 Canada (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 Canada
  • GO-TO INFLUENCERS Passionate or Who is trusted MOST to provide you with Company’s Company’s Media Activist Academic credible and honest information about: CEO Employee Spokesperson Consumer A company’s employee programs, benefits & working 16% 71% 13% 11% 7% conditionsENGAGEMENT How a company serves its customers and prioritizes 15% 33% 43% 13% 14% customer needs ahead of company profits INTEGRITY A company’s situation in a time of crisis 28% 22% 20% 25% 28% PRODUCTS A company’s innovation efforts and new product 29% 27% 23% 25% 15% development How a company uses its resources and influence to 18% 22% 34% 30% 13% support the environment PURPOSE How a company supports programs that positively impact 15% 25% 38% 16% 24% the local community Partnerships with NGOs and effort to address societal 21% 17% 27% 22% 20% issues A company’s financial earnings & operational 30% 20% 20% 27% 12% performanceOPERATIONS A company’s business practices, both positive & negative 16% 34% 26% 22% 17% Accomplishments of a company’s senior leadership 32% 29% 18% 20% 21% 28 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 Canda
  • THE WAY WE WERE PYRAMID OF CEO INFLUENCE GOVERNMENT OFFICIALS BOARD OF DIRECTORS ACADEMICS TECHNICAL EXPERTS ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW & CONTROLLED INFORMATION29
  • 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)30
  • 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) 31
  • SO WHAT?32
  • To talk about how to apply our findings to your business, contact us: Edelman Vancouver Edelman Calgary Edelman Toronto Edelman Montreal Patti Schom-Moffatt Tanya Anand Lisa Kimmel Anik Trudel 604.623.3007 403.817.0620 416.979.1120 514.844.666533 On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu