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2014 Edelman Trust Barometer: Brazil Findings
 

2014 Edelman Trust Barometer: Brazil Findings

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The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 33,000 across 27 countries. Here ...

The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 33,000 across 27 countries. Here you will find the results focused on the Brazilian market.

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    2014 Edelman Trust Barometer: Brazil Findings 2014 Edelman Trust Barometer: Brazil Findings Presentation Transcript

    • 2014   TRUST BAROMETER! EDELMAN GLOBAL AND BRAZIL RESULTS!
    • GLOBAL   EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES •  33,000 respondents INFORMED PUBLICS •  6 years in 20+ markets •  500 respondents in U.S. and China & 200 in other countries •  9 years in 10+ markets •  Ages 25-64 •  College-educated GENERAL POPULATION •  1000 respondents per country surveyed •  Ages 18+ •  3 years in 25+ markets 2   •  In top 25% of household income per age group in each country •  Report significant media consumption and engagement in business news and public policy •  14 years of data
    • ONE | The State of Trust
    • TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 63% 64% 58% 58% NGOS 22% #1 2013 2014 57% MEDIA 17% 2013 4 23% #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.
    • THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 5 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.
    • SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 6   56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS: ü  UAE (15 pts.) ü  Australia (14 pts.) ü  Germany (13 pts.) ü  France (13 pts.) ü  Sweden (13 pts.)
    • TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST LEVEL TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014 2013 NGOs most trusted institution in 20 of the 27 countries surveyed in 2014 2014 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 81% 76% 73% 63% 64% 67%66% 66% 57% 51% 76% 75% 69% 67% 70% 69% 66% 64% 84% 83% 77% 76% 75% 76% 76% 75% 70% 67% 64% 61% 73% 69% 62% 59% 59% 55% 63%62% 64% 63% 58% 56% 58% 47% 46% 40% 41% 37% 37% N.A. 7 Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] 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.   67% 74% 70% 62% 61% 50% 47%
    • GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 70% 70% 66% 59% 55% 57% 52% 60% 57% 54% 47% 48% 42% 60% 59% 61% 58% 66% 63% 71% 68% 63% 61% 61% 54% 54% 49% 48% 47% 44% 43% 40% 51% 47% 38% 35% 50% 45% 45% 41% 42% 37% 50% 40% 50% 45% 40% 30% 26% 19% N.A. 8 Q11-14. [MEDIA 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.  
    • THE POWER OF SEARCH LEVELS OF TRUST IN SOURCES OF INFORMATION 65% 65% ONLINE SEARCH ENGINES TRADITIONAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 30% Online search" 26% Newspapers" 54% 21% Television" 47% SOCIAL MEDIA HYBRID MEDIA FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS 45% OWNED MEDIA SOURCE USED TO CONFIRM/ VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 36% 28% 25% 20% Online search" Television" Newspapers" 20% Online search" 19% Television" Newspapers" 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 9
    • TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING MARKETS SOAR TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 70% 63% 59% 48% 58% 49% 64% 57% 45% 39% 77% 40% 73% 71% 62% 62% 58% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 44% 43% 61% 58% 56% 56% 52% 53% 51% 47% 44% 41% 58% 54% 43% 44% 38% 31% N.A. 10 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.   60% 56% 56% 50% 49% 45% 45%
    • INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS ENTERPRISE TYPE 11 COUNTRY OF ORIGIN (HEADQUARTERS)
    • TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL TRUST IN INDUSTRIES, 2009 VS. 2014 2009 2014 76% TECHNOLOGY 58% AUTOMOTIVE FOOD AND BEVERAGE 56% 2009 VS. 2014 79% TECHNOLOGY 70% AUTOMOTIVE +3 +12 FOOD AND BEVERAGE 66% +10 65% +11 CONSUMER PACKAGED GOODS 54% CONSUMER PACKAGED GOODS ENERGY 55% ENERGY 59% +4 PHARMACEUTICALS 59% +6 PHARMACEUTICALS MEDIA BANKS 12 53% 43% 47% MEDIA 51% +8 BANKS 51% +4 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, 20-country global total.
    • COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED TO WESTERN BASED COMPANIES TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES 78% 75% 74% 71% 68% 67% 55% 50% 54% 53% 13 Brazil Spain South Korea Italy France U.S. The Netherlands Japan U.K. Canada Switzerland Germany Sweden 42% 38% 36% 35% 34% Mexico 79% India 79% China 80% TRUSTED Russia MOST 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, 27-country global total.
    • FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE EXCEPT IN ASIA TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE-OWNED 71% 68% 63% 62% 61% 54% 74% 65% 62% 73% 62% 63% 85% 78% 76% 68% 57% 48% GLOBAL APAC EU 47% 47% 83% 80% 74% 72% 70% 63% 60% 46% 45% NORTH AMERICA 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, 27-country global total. 14 45% LATIN AMERICA
    • DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL INFLUENCE, CUSTOMER NEEDS AND ENTREPRENEURIALISM SHOW LARGEST GAPS PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES PUBLICLY-TRADED PRIVATELY-HELD 58% RESPONSIVE TO CUSTOMERS' NEEDS 62% ARE ENTREPRENEURIAL 60% ARE INNOVATIVE +8 +6 +4 +4 52% 55% TOP LEADERSHIP +3 52% 53% ACT RESPONSIBLY +1 38% 39% +1 63% 63% THINK LONG-TERM 46% 44% -2 58% 54% DELIVER CONSISTENT FINANCIAL RETURNS 15 +9 +4 45% 49% RESPONSIVE TO EMPLOYEES' NEEDS HAVE TOO MUCH POLITICAL INFLUENCE 66% 50% 54% RESPONSIVE TO SOCIETY'S NEEDS ARE TRANSPARENT IN THEIR BUSINESS PRACTICES 70% 61% 65% OFFER HIGH QUALITY PRODUCTS OR SERVICES ARE PHILANTHROPIC 67% 43% 60% Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELYHELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics, 27-country global total. -4 -17
    • FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM 2013. CREDIBILITY OF SPOKESPEOPLE 2009 2014 62% 2009 VS. 2014 TECHNICAL EXPERT* ACADEMIC OR EXPERT 67% TECHNICAL EXPERT ACADEMIC OR EXPERT +5 66% A PERSON LIKE YOURSELF 47% A PERSON LIKE YOURSELF FINANCIAL OR INDUSTRY ANALYST 49% FINANCIAL OR INDUSTRY ANALYST 53% +4 NGO REPRESENTATIVE 52% +9 52% +20 NGO REPRESENTATIVE 41% REGULAR EMPLOYEE 32% REGULAR EMPLOYEE CEO 31% CEO GOVERNMENT OFFICIAL OR REGULATOR 29% GOVERNMENT OFFICIAL OR REGULATOR 16 62% 43% 36% +15 +12 +7 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, 20-country global total. * Not tested in 2009
    • THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT COUNTERPARTS ON KEY METRICS TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING BUSINESS LEADERS 26%   26%   CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 20%   2013 2014 21%   MAKE ETHICAL AND MORAL DECISIONS 18%   20%   TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 15%   15%   CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 17 19%   19%   SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 14%   15%   MAKE ETHICAL AND MORAL DECISIONS 12%   13%   TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 15%   16%   SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics, 27-country global total.
    • SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG 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% 53% 48% 45%47% 44% 43% 43% 40% 47% 63% 58% 54% 53% 51% 41% 37% 35% 30% 23% 19% 20% 18% 32% 28% 24% 19% N.A. 18 49% 50% 45% 42% 29% 27% 17% 60% 53% 49% 45% 48% 44% 34% 33% 32% 65% 63% 60% 57% 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.   21% 32%
    • GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINE SS GOVERNMENT HIGHER TRUST IN GOVERNMENT HIGHER TRUST IN BUSINESS 88% 20+ PT. HIGHER TRUST IN BUSINESS 82% 82% 79% 76% 77% 73% 72% 70% 63% 58% 58% 53% 45% 44% 53% 51% 45% 45% 38% 37% 34% 41% 42% 43% 60% 59% 56% 49% 49% 45% 45% 54% 43% 43% 27% 24% 23% 19% 51% 45% 39% 32% 28% 17% 57% 54% 56% 53% 50% 63% 62% 58% 75% 71% 21% 18% Q11-14. [BUSINESS IN GENERAL & 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 19 Publics, 20-country global total.
    • HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009 BUSINESS 70% 60% 54% GOVERNMENT 58% 56% trust gap between business and government   53% 50% 52% 50% 48% 47% 44% 43% 43% 40% 30% 2009 2010 2011 2012 2013 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 20 means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total. 14 point 58%
    • TWO | The Intersection Between Business and Government
    • BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL NOT ENOUGH REGULATION GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY 53% TOO MUCH REGULATION UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY 51% CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 48% 42% 27% 16% 17% 12% Government Regulation Government Regulation Government Regulation Government Regulation of Business of Financial Services of the Energy Industry of the Food & Beverage Industry 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, 27-country global total. 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, 27-country global total. Q263. When it 22 comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. 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, 27-country global total.
    • OVER HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS 51 % 28% 23% 21% 18% 5% 4% 1% PROTECT CONSUMERS FROM IRRESPONSIBLE BUSINESSES REGULATE BUSINESS BUILD BUSINESS ENSURE FREE GOVERNMENT FINANCIALLY HELP INFRASTRUCTURE MARKET ACCESS SHOULD NOT PLAY BUSINESS DURING A ROLE IN CRISES BUSINESS 23 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total. DON'T KNOW
    • THREE | Building Trust Through Context
    • 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 25 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
    • DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS; EMPLOYEES ARE TRUSTED SOURCE ACROSS AREAS MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING COMPANY'S CEO COMPANY'S EMPLOYEE ACADEMIC ACTIVIST CONSUMER MEDIA SPOKESPERSON 50% 37% 31% 32% 32% 30% 21% 21% 23% INTEGRITY PRODUCTS & SERVICES 27% 23% 22% 25% 21% 16% 14% 13% 12% ENGAGEME NT 26% 24% 30% 19% 17% 15% 26 31% 27% 25% 21% 36% 34% PURPOSE OPERATION S 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 Publics, 27-country global total. TOTALS
    • WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY 82% 81% 80% 79% 69% 53% Communicates Tells the truth, Engages with Is front and Is personally Has an active clearly and regardless of employees center during involved in media presence transparently how complex or regularly to challenging times supporting local unpopular it is discuss the state (product recalls, charities and of the business lawsuits, etc.) good causes 27 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?; Q254B-261B. [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's company? (Top 4 Box, Total Important) General Publics, 27-country global total.
    • 2014 TRUST BAROMETER! EDELMAN BRAZIL RESULTS!
    • TRUST IN GOVERNMENT REMAINS LOW IN BRAZIL; BUSINESS TAKES THE LEAD AND NGOS REGAIN CREDIBILITY BRAZIL TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 70% 64% 63% 66% BUSINESS 26% #1 2013 2014 26% 2013 29 28% #2 2013 19% MEDIA 2014 62% 59% NGOS 27% #3 33% 29% 12% 2014 2013 #4 34% 9% 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 THE LAST THREE YEARS, TRUST IN GOVERNMENT FACES A LOW LEVEL; UNCERTAINTY GROWS IN AN ELECTION YEAR BRAZIL TRUST IN THE FOUR INSTITUTIONS SINCE 2008 NGOs Media 90% Business 85% Government 80% 70% 81% 80% 67% 62% 60% 50% 59% 56% 56% 60% 62% 73% 63% 57% 61% 64% 70% 63% 62% 59% 54% 49% 43% 40% 66% 39% 32% 33% 34% 30% 20% 20% 2008 30 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'. (4 Box, Trust) Informed Publics. 2014
    • ALL MEDIA BECOME STRATEGIC IN BRAZIL; SEARCH ENGINES “DETERMINE” THE RELEVANCE OF CONTENTS BRAZIL TRUST IN DIFFERENT SOURCES OF INFORMATION Global Latin America 79% 81% 65% Brazil 72% 74% 65% 62% 65% 60% 63% 61% 63% 54% 47% ONLINE SEARCH ENGINES 31 TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA 45% OWNED MEDIA 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.
    • TECH COMPANIES MAINTAIN THE HIGH LEVEL OF TRUST; BANKS EXPERIENCE A HUGE GROWTH TRUST IN INDUSTRIES, 2013 VS. 2014 - BRAZIL 2013 2014 2013 vs. 2014 +10 90% TECHNOLOGY 80% TECHNOLOGY ENTERTAINMENT 81% ENTERTAINMENT 84% +3 CONSUMER ELECTRONICS MANUFACTURING 84% +6 AUTOMOTIVE 83% +13 77% FOOD AND BEVERAGE 82% +5 CONSUMER HEALTH COMPANIES 82% +12 81% +8 CONSUMER ELECTRONICS MANUFACTURING 78% 70% AUTOMOTIVE FOOD AND BEVERAGE CONSUMER HEALTH COMPANIES 70% PHARMACEUTICALS 73% PHARMACEUTICALS ENERGY 71% ENERGY CHEMICALS 66% CONSUMER PACKAGED GOODS BREWING AND SPIRITS MEDIA FINANCIAL SERVICES BANKS TELECOMMUNICATIONS 32 69% 61% 65% 56% 52% 60% 78% +7 CHEMICALS 75% +9 CONSUMER PACKAGED GOODS 73% +4 BREWING AND SPIRITS 71% +10 MEDIA 64% -1 FINANCIAL SERVICES 64% +8 BANKS 64% +12 TELECOMMUNICATIONS 63% +3 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.
    • JAPAN LEADS PREFERENCE IN BRAZIL; EUROPEAN COUNTRIES HAVE A HIGH CREDIBILITY BRAZIL TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 89%   87%   86%   TRUSTED 85%   83%   82%   78%   75%   74%   71%   68%   64%   62%   54%   33 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. 53%   49%   47%  
    • STATE-OWNED COMPANIES ARE DISTRUSTED IN BRAZIL BRAZIL TRUST IN DIFFERENT TYPES OF BUSINESSES Global Latin America 83% 82% 71% 80% Brazil 84% 68% 79% 74% 72% 63% 79% 62% 79% 70% 61% 56% 54% 45% FAMILY-OWNED 34 SMALL- AND MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS 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, 27-country global total. STATE-OWNED
    • INDIVIDUAL POWER VERSUS INSTITUTIONAL VOICES CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - BRAZIL 2013 2013 vs. 2014 2014 80% A PERSON LIKE YOURSELF TECHNICAL EXPERT IN THE COMPANY 74% A PERSON LIKE YOURSELF 84% TECHNICAL EXPERT IN THE COMPANY ACADEMIC OR EXPERT 70% ACADEMIC OR EXPERT *SUCCESSFUL ENTREPRENEUR 71% 74% *ENTREPRENEUR FINANCIAL OR INDUSTRY ANALYST 59% 66% 0 -5 61% +2 CEO 60% +8 59% +11 REGULAR EMPLOYEE 48% REGULAR EMPLOYEE BOARD OF DIRECTORS 50% BOARD OF DIRECTORS NGO REPRESENTATIVE 48% NGO REPRESENTATIVE GOVERNMENT OFFICIAL OR REGULATOR 32% GOVERNMENT OFFICIAL OR REGULATOR BLOGGER 30% BLOGGER 54% 45% 34% 30% *Changed from “Successful Entrepreneur” in 2013 35 0 FINANCIAL OR INDUSTRY ANALYST 52% CEO 70% +4 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. +4 -3 +2 0
    • LEADERSHIP CRISIS AFFECTS COMPANIES AND GOVERNMENT BRAZIL TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING BUSINESS LEADERS 49%   51%   40%   CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 2013 2014 44%   MAKE ETHICAL AND MORAL DECISIONS 39%   43%   TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 21%   20%   CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 36 37%   41%   SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 19%   19%   MAKE ETHICAL AND MORAL DECISIONS 19%   18%   TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 18%   19%   SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
    • BRAZILIANS WANT AN ACTIVE ROLE BY GOVERNMENT MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - BRAZIL 56% 30% 26% 20% 18% 3% PROTECT REGULATE CONSUMERS FROM BUSINESS IRRESPONSIBLE ACTIVITIES TO BUSINESS ENSURE PRACTICES COMPANIES ARE BEHAVING RESPONSIBLY 37 2% BUILD WORK TO ENSURE GIVE OR LOAN GOVERNMENT INFRASTRUCTURE FREE MARKET MONEY TO SHOULD NOT PLAY THAT PROMOTES ACCESS AND OPEN BUSINESS WHEN IT A ROLE IN AND FACILITATES COMPETITION EXPERIENCES BUSINESS BUSINESS WITHIN FINANCIAL CRISIS OPPORTUNITIES INDUSTRIES Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 0% DON'T KNOW
    • BRAZILIAN BRANDS: BEHAVIOR DRIVES PERCEPTION BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - BRAZIL ENGAGEMENT HIGH QUALITY PRODUCTS IMPORTANCE PERFORMANCE TREATS EMPLOYEES WELL INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS 68% 57% LISTENS TO CUSTOMERS ACTS RESPONSIBLY IN CRISIS 66% 54% 54% IS ETHICAL 52% POSITIVELY IMPACTS COMMUNITY COMMUNICATES OFTEN 53% ADDRESSES SOCIETY'S NEEDS 49% 53% 48% 53% 49% 51% 52% 47% ADMIRED TOP LEADERSHIP CONSISTENT FINANCIAL RETURNS 41% 64% -7 -11 63% -9 -11 -11 61% -5 61% 56% TOP GLOBAL COMPANY -10 61% 50% INNOVATOR -12 63% 54% CUSTOMERS BEFORE PROFITS -11 63% 52% TRANSPARENT & OPEN -11 64% 57% PROTECTS ENVIRONMENT PARTNERS WITH NGOS 71% 60% Gap -8 59% 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, 2738 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 -5 -4 +1 -6
    • WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - BRAZIL 81% 79% 79% 78% 73% 63% Communicates clearly and transparently Tells the truth, Is front and center Engages with Is personally involved Has an active media regardless of how during challenging employees regularly to in supporting local presence complex or unpopular times (product recalls, discuss the state of charities and good it is lawsuits, etc.) the business causes 39 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.
    • A NEW TRUST ENVIRONMENT There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it. Doing this is less risky than not doing it at all. Operations and CSR programs are now tablestakes (compared to 2008). Business must Engagement and Integrity to build trust. focus on 84% believe a company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates. CEO must become Chief Engagement Officer 40
    • WE NEED TO EVOLVE… From only to include Micro Macro Transactional Shared Value(s) Legal Requirements Societal Expectations What How and Why
    • BUSINESS TO LEAD THE DEBATE FOR CHANGE Participate Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate 42 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
    • 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