Trust Barometer 2013 - Brazil
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Trust Barometer 2013 - Brazil

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The 2013 Edelman Trust Barometer is the firm’s 13th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 26,000 general population ...

The 2013 Edelman Trust Barometer is the firm’s 13th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 26,000 general population respondents with an oversample of 5,800 informed publics ages 25-64 across 26 countries. Here you will find the results focused on the Brazilian market.

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    Trust Barometer 2013 - Brazil Trust Barometer 2013 - Brazil Presentation Transcript

    • EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST INFORMED " ONLINE SURVEY " PUBLICS IN 26 COUNTRIES •  31,000+ respondents •  500 respondents in U.S. and China & 200 in other •  5 years in 20+ markets countries •  8 years in 10+ markets •  Ages 25-64 •  College-educated GENERAL " POPULATION •  In top 25% of household income per age group in each •  1000 respondents per country country surveyed •  Report significant media •  Ages 18+ consumption and engagement in business •  2 years of data news and public policy MARKET COMPARISONS •  13 years of data Developed: US, UK, France, Germany and Japan Emerged: Brazil, Mexico, Russia, India and China Indicates Global Data Indicates Brazil Data LATIN AMERICA SELECT COUNTRIES: Argentina, Brazil, and Mexico 2
    • "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
    • EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 " Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18TRUSTERS Singapore 67 India 71 Indonesia 74 Canada +14 India 65 Mexico 68 China 73 India +11 Indonesia 63 Hong Kong 67 Netherlands 73 63 UAE 66 Mexico 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 55NEUTRAL Australia 53 Germany 55 France +14 South Korea 53 Brazil 51 France 54 UK +12 Sweden 52 Sweden 54 Sweden 49 US +10 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 DISTRUSTERS S. Korea 47 Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 6 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
    • LOWER TRUST AMONG GENERAL POPULATIONTHAN INFORMED PUBLICS 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 General Population is " Singapore 76 TRUSTERS India 64 9 points lower than UAE 63 India 71 Informed Publics Singapore 63 Mexico 68 Indonesia 61 Hong Kong 67 Malaysia 61 UAE 66 Mexico 59 Malaysia 64 Largest Differences NEUTRAL Hong Kong 54 Canada 62 between Canada 52 Indonesia 62 Gen Pop & Informed U.S. 59 Brazil 51 Netherlands 50 Publics Netherlands 59 Argentina 48 Brazil 55 Poland, US, Sweden: - 14 U.S. 45 Germany 55 points Germany 44 France 54 UK 43 Sweden 54 Singapore, Ireland, Hong Kong, S. Korea 43 UK 53 France: - 13 points DISTRUSTERS Turkey 43 Italy 51 France 41 Australia 50 Italy 40 Poland 48 Sweden 40 S. Korea 47 Australia 39 Ireland 46 Spain 37 Argentina 45 Japan 35 Spain 42 Poland 34 Turkey 42 Ireland 33 Japan 41 Russia 30 Russia 367 Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
    • TRUST ON THE RISE ACROSS INSTITUTIONS, "BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL TRUST A GREAT DEAL Trust Total: 58% Trust Total: 53% Trust Total: 48% Trust Total: 43% GOVERNMENT 12%   16%   14%   17%   BUSINESS 2012 2013 2012 2013 Trust Total: 63% Trust Total: 57% Trust Total: 58% Trust Total: 52% 19%   22%   MEDIA 15%   17%   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) Informed8 Publics ages 25-64 in 20-country global total
    • NGOS IN BRAZIL REGAIN TRUST AND MEDIA TAKES THE LEAD; "GOVERNMENT REMAINS ON THE BOTTOMTRUST IN INSTITUTIONS – BRAZIL TRUST A GREAT DEAL Trust Total: 63%Trust Total: 64% Trust Total: 32% Trust Total: 33% 23%   26%   GOVERNMENT 5%   12%   BUSINESS 2012 2013 2012 2013 Trust Total: 66% Trust Total: 61% Trust Total: 59% Trust Total: 49% 24%   28%   24%   26%   MEDIA 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) Informed9 Publics ages 25-64
    • MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;" GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - GLOBAL NGOs Media Business Government80% 2007 " 2013 " 12 point gap 10 point gap between business between 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% 2011 highs 38%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 one1 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 total0 (excludes Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)
    • INTENSE COVERAGE OF LOCAL SCANDALS PUTS MEDIA ON THE TOP; " NGOS GOES BACK TO ITS NORMAL WAY TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - BRAZIL NGOs Media Business Government90% 83%80% 79% 79% 69%70% 72% 67% 65% 64% 63% 62% 60% 64% 62%60% 57% 61% 57% 59% 57% 53% 55%50% 51% 51% 40%40% 37%30% 31% 27% 28%20% 22%10% 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 35-6411
    • TRUST IN BUSINESS REMAINS STABLETRUST IN BUSINESS: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL 100% Developed Emerging Brazil 90% 81% 80% 70% 67% 67% 70% 64% 63% 62% 65% 64% 60% 62% 63% 59% 55% 50% 48% 49% 47% 39% 40% 42% 30% 20% 2008 2009 2010 2011 2012 2013 Q11-14. [Trust in Business] [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in12 Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil
    • SCANDALS AND LOW GDP AFFECT TRUST IN GOVERNMENTTRUST IN GOVERNMENT: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL 100% Developed Emerging Brazil 90% 85% 80% 70% 60% 60% 56% 50% 50% 47% 45% 44% 43% 47% 43% 42% 40% 37% 34% 39% 36% 30% 33% 32% 20% 20% 10% 2008 2009 2010 2011 2012 2013 Q11-14. [Trust in Government] [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in13 Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil
    • BUSINESS TRUSTED MORE THAN GOVERNMENT IN " 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed Business have trust score below 50% Government Trust in Business 35% of markets surveyed GAP BETWEEN BUSINESS & GOVERNMENT GROWING have trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 63% 62% 61% 60%59% 57% 60% 56% 56% 56% 58%58% 58% 52% 53% 50% 49% 47% 47%47% 48% 48%48% 49% 44% 44% 44% 41% 43% 44% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% #7 empresas # 20 governo 14
    • TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP TRUST BUSINESS OVER GOVERNMENT RUSSIA" IRELAND " +11 POINTS +12 POINTS TRUST GOVERNMENT OVER BUSINESS POLAND " +26 POINTS SPAIN" +24 POINTS ITALY" BRAZIL " +21 POINTS +31 POINTS MEXICO " +41 POINTS SOUTH KOREA" +13 POINTS JAPAN" +20 POINTS INDONESIA" ARGENTINA" +27 POINTS INDIA" +30 POINTS +24 POINTS Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where15 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 Mexico, Brazil, Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia
    • CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33% 50% 50% WRONG INCENTIVES DRIVING WRONG INCENTIVES DRIVING 23% 17% BUSINESS DECISIONS POLICIES POOR PERFORMANCE/ POOR PERFORMANCE/ 16% 31% INCOMPETENCE INCOMPETENCE TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11%LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF 16 TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
    • BEHAVIOR IS THE MOST IMPORTANT ASSET FOR INSTITUTIONS MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – BRAZIL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 21% CORRUPTION OR FRAUD 73%77% 38% WRONG INCENTIVES DRIVING WRONG INCENTIVES DRIVING 17% 4% BUSINESS DECISIONS POLICIES TRANSPARENCY ISSUES 29% TRANSPARENCY ISSUES 8% POOR PERFORMANCE/ POOR PERFORMANCE/ 17% 13% INCOMPETENCE INCOMPETENCE LACK OF REGULATION ORLACK OF REGULATION OR CONTROL 13% 2% CONTROL 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 17 TRUST BUSINESS 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, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED TRUST IN INDUSTRIES – GLOBAL Technology #1 in all 2012 2013 markets surveyed* Technology 79% Technology 77% Automotive 66% Automotive 69% Food and beverage 64% Food and beverage 66%Consumer packaged 62% Consumer packaged goods 65% goodsTelecommunications 60% Telecommunications 62% 2013: Top 3 in Developed Markets" Brewing and spirits 59% Brewing and spirits 62% #1 Technology 60% #2 Automotive Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits Energy 53% Pharmaceuticals 58% 2013: Top 3 in Emerging Markets" Media 51% Media 53% #1 Technology #2 Automotive Banks 47% Banks 50% #3 Consumer Packaged Goods #3 Energy Financial services 45% Financial services 50% Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 -country 18 global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
    • ENERGY TAKES A BETTER POSITION; " BANKS IN THE LAST POSITION TRUST IN INDUSTRIES – BRAZIL 2012 2013 Technology 86% Technology 80% Food and beverage 77% Food and beverage 77% Pharmaceuticals 75% Pharmaceuticals 73% Automotive 75% Energy 71%Consumer packaged goods 71% 70% Automotive 70% Brewing and spirits 71% Consumer packaged goods 69% Energy 67% Media 65% Media 59% Brewing and spirits 61% Banks 56% Telecommunications 60% Telecommunications 55% Financial services 56% Financial services 53% Banks 52% Q43-­‐60.  [TRACKING]  Please  indicate  how  much  you  trust  businesses  in  each  of  the  following  industries  to  do  what  is  right.    Again,  please  use  the  same  9-­‐point  scale  where  one   means  that  you  “do  not  trust  them  at  all”  and  nine  means  that  you  “trust  them  a  great  deal”.  (Top  4  Box,  Trust)  Informed  publics  ages  25-­‐64  (only  industries  tracked  from  2012   19 to  2013  shown)    
    • SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVEL INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011 TRUST IN BANKS – INFORMED PUBLICS AGES 35-64 2008 2013 + 11 83% 83% 80% 72% 71% -13 69% -20 67% 63% -19 -11 61% 59% 60% 59% -25 56% 54% 56% 53% 52% -1350% 49% 49% 49% 51% 47%-25 -26 47% 45% 44% -19 45% 38% 42% -24 35% 35% 32% 31% 31% 26% 23% 22% 19% 11% #7 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 20 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 and across 18 markets
    • CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOSTTRUSTED – EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - GLOBAL 76% 75% 74% 74% 70% 68% 68% 65% 61% 50% 48% 46% 41% 36% 35% 34% 31% #13 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies21 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
    • BRAZIL FACES THE INTERNATIONALIZATION CHALLENGE DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES Global trust in companies headquartered in Germany, Developed Sweden, Canada and China has remained stable since 2008* Emerging Brazil 82% 80% 81% 78% 78% 78% 72% 74% 69% 58% 60% 60% 50% 45% 42% 36% 29% 19% Germany HQs Sweden Canada HQs China HQs India HQs Brazil HQs HQs Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 box – Trust) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil 22   *Data  used  includes  Informed  Publics  ages  35-­‐64  only    in  18-­‐country  global  total      
    • REGIONAL ORIGIN DOES NOT MATTER FOR BRAZILIANSTRUST IN COMPANIES HQ IN THE LATIN AMERICA VS."TRUST COMPANIES HQ IN REGIONS OUTSIDE OF LATIN AMERICA Trust Companies in Latin America More Equal Trust in Both Trust Companies in Latin America Less 50% 41% 40% 38% 36% 34% 31% 29% 26% 25% 22% 23% Latin America Mexico Argentina Brazil23 Q202D. Do you trust companies headquartered in the Latin America region more or less than you trust companies headquartered in a region outside of Latin America? Informed Publics ages 25-64 in Latin America region, Mexico, Brazil, and Argentina.
    • CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST; "WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES TRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESSES BIG BUSINESSES 89% 86% 79% 78% 76% 73% 70% 70% 65% 62% 53% 55% 55% 48% GLOBAL DEVELOPED EMERGING US UK CHINA UAE Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 424 Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China, UAE
    • BRAZILIANS VALUE ENTREPRENEURSHIP, BUT BIG COMPANIES HAVETHEIR RESPONSIBILITYTRUST IN SMALL BUSINESS VS. BIG BUSINESS SMALL BUSINESSES BIG BUSINESSES 79% 78% 76% 75% 70% 70% 71% 67% 62% 53% GLOBAL DEVELOPED EMERGING LATIN AMERICA BRAZIL 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 425 Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), Brazil and Latin America
    • NGOS REMAIN MOST TRUSTED INSTITUTION; " FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2008 " China: 48% 2013 88% of markets surveyed 2013 83% 81% have a trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 67% 66% 67% 66% 66% 64% 65% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53% 48% 49% 51%50% 46% 41% 40% 37% 30% 28% N/A #19 Q11-14. [NGOs TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries 26
    • STEADY GROWTH IN TRUST IN MEDIA OVER TIME;" RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed 2012 have a trust score 50% or above 2013 2013 62% of markets surveyed 81% have a trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50%50% 50% 49% 47% 47% 49% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% N/A #6 Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries 27
    • Copyright Edelman
    • YOUNGERS CHANGE HABIT; " ALL MEDIA ARE STRATEGIC TO BUILD TRUST TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging Latin America Brazil 71% 69% 65%67% 67% 68%58% 58% 56% 58% 56% 51% 53% 54% 53% 52% 53% 47% 51% 43% 41% 40% 32% 30% 26%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 56% 54% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 31% 29% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale 29 where one 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, Brazil and Latin America
    • THE RELEVANCE OF SOCIAL MEDIAIMPORTANCE FOR A COMPANY TO ACTIVELY USE SOCIAL MEDIA TO BUILD YOUR TRUST Important Not Important 85% 72% 74% 59% 26% 17% 14% 10% Latin America Mexico Brazil Argentina Q203D. Please use this definition of “social media” when answering the following question - Social Media: Interactive online sources that include social networking sites (such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen), online discussion forums, content-sharing sites (such as YouTube) and microblogging sites (such as Twitter). "30 " How important is it for a company to actively use social media to build your trust? Please use a nine-point scale where one means it 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 – Important) (Bottom 4 Box – Not Important) " Informed Publics ages 25-64 in Latin America region, Mexico, Brazil, and Argentina.
    • SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVEMESSAGES 12% " 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% " SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% " FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to31 be 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)
    • TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE – GLOBAL 2012 2013 Academic or expert 69% Academic or expert 68% Technical expert in the company 67%Technical expert in the company 66% A person like yourself 65% A person like yourself 61% Regular employee 50% Financial or industry analyst 51% NGO representative 50% NGO representative 51% Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43%Government official or regulator 29% Government official or regulator 36% Q130-­‐143.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaWon  about  a  company  from  each  person,  how   credible  would  the  informaWon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Very/  Extremely  Credible)  Informed  publics   33 ages  25-­‐64  in  20  country  global  total  (excludes  ArgenWna,  Hong  Kong,  Malaysia,  Singapore,  Turkey  and  UAE)  (only  spokespeople  tracked  from  2012  to  2013  included)    
    • INDIVIDUAL POWER EMERGES IN BRAZIL CREDIBLE SPOKESPEOPLE - BRAZIL 2012 2013 A person like yourself 86%   A person like yourself 80%  Technical expert in the company 80%   Technical expert in the company 74%   Academic or expert 75%   Academic or expert 70%   Regular employee 55%   Financial or industry analyst 59%   CEO 53%   CEO 52%   Financial or industry analyst 53%   Regular employee 48%   NGO representative 44%   NGO representative 48%  Government official or regulator 30%   Government official or regulator 32%   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) 34 Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
    • TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER CREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 - GLOBAL An academic or expert on company issues CEO A person like yourself Government official/regulator Regular employee 80% 69% 68% 70% 67% 63% 65% 58% 59% 60% 60% 49% 50% 50% 49% 47% 44% 43% 39% 38% 40% 42% 40% 36% 32% 30% 32% 35% 33% 30% 29% 33% 31% 27% 26% 20% 10% 2008 2009 2010 2011 2012 2013 Q130-­‐143.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaWon  about  a  company  from  each  person,  how  credible   would  the  informaWon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Very/  Extremely  Credible)  Informed  publics  ages  35-­‐64  in  18  -­‐35   country  global  total    
    • 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 Government official or Business leaders trusted less than regulator Credibility 50% in 16 of 26 markets " Government leaders trusted less than 50% in 21 of 26 markets " 70% 73% 62% 60% 55% 54% 54% 55% 56%55% 56% 54%50% 52% 52% 52% 48% 48% 47% 45% 43% 45% 41% 42% 41% 40% 38% 39% 37% 36% 36% 36% 37% 36% 37% 35% 35% 34% 34% 35% 32% 32% 31% 27% 28%27% 23% 25% 25% 26% 22% 22% 22% 18% 15% 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 36 Box, Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)
    • CRISIS IN LEADERSHIP "TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 26% 20% 19% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW EXPERIENCING PROBLEMS COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% 14% 13% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW EXPERIENCING PROBLEMS COMPLEX OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal)37 General Population across 26-country global total
    • 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% 41% Global 18% -32 Global 13% -28 67% 71% China 32% China 24% -47 -35 68% 55% India India 20% -35 34% -34 50% 38% US US 10% -28 15% -35 38% 42% Germany 6% Germany 13% -29 -32 33% 37% France 8% France 10% -25 -27 36% 58% Brazil 19% Brazil 39% -17 -19 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 do38 not trust 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
    • " " 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 & SERVICESFIVE PERFORMANCE OFFERS HIGH QUALITY PRODUCTS OR SERVICESCLUSTERS listed here in rank IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASorder 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 W/ NGOs, GOV AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 40   DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
    • " HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS Edelman Trust Barometer’s " Edelman Trust Barometer’s " 2008 TRUST DRIVERS* 2013 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%) 41   *Data  used  includes  Informed  Publics  ages  35-­‐64  only    in  18-­‐country  global  total      
    • " TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL Gap Importance 63% -22 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 41% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 62% -32 30% TREATS EMPLOYEES WELL 61% -37 24% PLACES CUSTOMERS AHEAD OF PROFITS 59% -36 23% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 58% -33 25% HAS ETHICAL BUSINESS PRACTICES 58% -30 28% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 57% -33 24% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% -31 BUSINESS 23% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27 26% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 49% -23 26%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 47% IN WHICH THE COMPANY OPERATES 23% -24 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15 26% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 22% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 38% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 28% -10PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 37% SOCIETAL ISSUES 19% -18 Q80-­‐Q96.  [TRACKING]  How  important  is  each  of  the  following  acWons  to  building  your  TRUST  in  a  company?  Use  a  nine-­‐point  scale  where  one  means  that  acWon  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  PopulaWon  in   42   26-­‐country  global  total  (excludes  ‘Don’t  Know’  responses  Q114-­‐Q129.  Please  rate  [INSERT  COMPANY]  on  how  well  you  think  they  are  performing  on  each  of  the  following   aeributes.  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  PopulaWon  in  26-­‐country  global  total    
    • " TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – BRAZIL Importance 77% Gap OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 69% -8 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 74% 52% -22 TREATS EMPLOYEES WELL 72% 50% -22 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 71% 47% -24 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 70% -18 52% HAS ETHICAL BUSINESS PRACTICES 70% -15 55% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 69% -20 49% PLACES CUSTOMERS AHEAD OF PROFITS 68% -26 42%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 67% IN WHICH THE COMPANY OPERATES 50% -17 COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 67% BUSINESS 44% -23 65% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 61% -4 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 65% 48% -17 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 60% 0 60% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 57% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 59% +2 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 57% 52% -5PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 53% SOCIETAL ISSUES 44% -9 Q80-­‐Q96.  [TRACKING]  How  important  is  each  of  the  following  acWons  to  building  your  TRUST  in  a  company?  Use  a  nine-­‐point  scale  where  one  means  that  acWon  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  PopulaWon  in   43   Brazil  (excludes  ‘Don’t  Know’  responses  Q114-­‐Q129.  Please  rate  [INSERT  COMPANY]  on  how  well  you  think  they  are  performing  on  each  of  the  following  aeributes.  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  PopulaWon  in  Brazil  
    • " GLOBAL INFLUENCER MESSAGE MAPPING Who is Trusted MOST to provide you with Passionate or Company’s Company’s Media Activist Academic credible and honest information about: " CEO Employee Consumer Spokesperson A company’s employee programs, benefits & working conditions 21% 63% 16% 13% 11%ENGAGEMENT How a company serves its customers and prioritizes customer needs ahead of company profits 19% 30% 44% 16% 15% INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23% PRODUCTS A company’s innovation efforts and new product 31% 31% 27% 25% 13% development How a company uses its resources and influence to support the environment 21% 26% 34% 27% 13% PURPOSE How a company supports programs that positively 22% 27% 35% 20% 23% impact the local community Partnerships with NGO’s and effort to address societal issues 25% 20% 25% 23% 15% A company’s financial earnings & operational performance 34% 27% 23% 23% 12% A company’s business practices, both positive &OPERATIONS negative 23% 36% 29% 21% 15% Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19% 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, Q197- 44   please select which person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total
    • THE WAY WE WERE PYRAMID OF CEO INFLUENCE GOVERNMENT “As the circle of those who decide is narrowed, OFFICIALS as the means of decision are centralized and the consequences of decision become enormous, ! BOARD OF DIRECTORS the course of great events often rests upon the ACADEMICS decisions of determinable circles.” " " TECHNICAL EXPERTS - C. Wright Mills, 1956 ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW &" CONTROLLED INFORMATION45
    • THE NEW DYNAMIC: THE DIAMOND OF INFLUENCEPYRAMID OFAUTHORITY CEO (Vertical) FROM 2000 TO 2013 GOVERNMENT OFFICIALS FEW MANY 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) 46
    • INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIPACROSS THE MEDIA CLOVERLEAFPYRAMID OFAUTHORITY CEO (Vertical) GOVERNMENT OFFICIALS NAVIGATING THE DIAMOND OF INFLUENCE VIA MEDIA BOARD OF DIRECTORS CLOVERLEAF 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)
    • LESSONS FOR LEADERS Observe re-ordering of authority Old values are not sufficient Clear opportunity for business Trust is fragile and perceived behaviors are an anchor 48  
    • Obrigado! A conversa continua: trust.edelman.com www.edelmansignifica.com @EdelmanSig BRAZIL  FINDINGS   fb.com/edelmansignifica