EDELMAN TRUST BAROMETER 2014 - ITALY
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  • 1. 2014 EDELMAN TRUST BAROMETER GLOBAL RESULTS Ben Boyd Deputy chairman, practices & sectors Global chair, corporate practice
  • 2. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 TRUSTERS GLOBAL 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 GLOBAL NEUTRAL 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). 54 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 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. Poland DISTRUSTERS 3 57 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 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.
  • 3. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 4 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:  UAE (15 pts.)  Australia (14 pts.)  Germany (13 pts.)  France (13 pts.)  Sweden (13 pts.)
  • 4. 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 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 2014 57% MEDIA 17% 2013 5 23% 52% #3 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 20-country global total.
  • 5. ONLY 3% OF ITALIANS TRUST GOVERNMENT A GREAT DEAL ITALY TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 62% 56% NGOS 20% #1 2013 2014 50% MEDIA 10% 2013 6 22% #3 10% #2 2013 40% 35% 8% 9% 2014 45% 2013 11% BUSINESS 2014 #4 24% 3% 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.
  • 6. TRUST DECREASES, GOVERNMENT AT THE LOWEST LEVEL IN HALF A DECADE ITALY TRUST IN THE FOUR INSTITUTIONS SINCE 2009 NGOs Media 80% Business Government 70% 70% 74% 70% 62% 60% 61% 59% 63% 62% 64% 56% 57% 50% 40% 41% 35% 30% 38% 50% 45% 45% 45% 40% 35% 36% 31% 33% 24% 20% 2009 7 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
  • 7. 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 84% 83% 81% 76% 73% 67%66% 66% 63% 64% 57% 76% 75% 69% 67% 70% 67% 64% 61% 76%77% 75%76% 70% 69% 66% 64% 76% 75% 73% 69% 62% 59% 59% 55% 62% 61% 58% 51% 46%47% 40% 41% 37% 37% N.A. 8 67% 63%62% 64% 63% 58% 56% 74% 70% 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. 50% 47%
  • 8. 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% 71% 70%70% 66% 59% 55% 57% 60% 57% 54% 61% 58% 63% 68% 63% 61% 61% 54% 54% 52% 47% 60% 59% 66% 48% 42% 49%48% 47% 44% 43% 40% 51% 47% 50% 45% 45% 41% 42% 38% 35% 37% 50% 50% 40% 45% 40% 30% 26% 19% N.A. 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. 9
  • 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% 64% 58% 45% 39% 40% 73% 71% 62% 61% 58% 56% 56% 52% 53% 49% 48% 77% 62% 58% 57% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 58% 54% 51% 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. 11 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 9point 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%
  • 10. INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS ENTERPRISE TYPE 12 COUNTRY OF ORIGIN (HEADQUARTERS)
  • 11. 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% 54% 50% 53% 16 Brazil Spain South Korea Italy France U.S. The Netherlands Japan U.K. Canada Switzerland Sweden Germany 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.
  • 12. MANY OTHER COUNTRIES TRUST IN ITALIAN COMPANIES MORE THAN ITALY ITSELF TRUST IN ITALY’S HEADQUARTERED COMPANIES AROUND THE WORLD 90% 83% 80% 70% 60% 55% 50% 46% 40% 30% 20% 10% 0% 17 24%
  • 13. 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% 61% 62% 54% 74% 65% 62% 73% 85% 78% 76% 74% 72% 70% 68% 62% 63% 57% 48% GLOBAL 83% 80% APAC EU 47% 47% 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. 18 45% LATIN AMERICA
  • 14. FAMILY-OWNED AT THE TOP, STATE OWNED AT THE BOTTOM ITALY TRUST IN DIFFERENT TYPES OF BUSINESSES Global EU Italy 76% 71% 69% 68% 68% 64% 63% 62% 61% 57% 51% 48% 54% 47% 46% 38% FAMILY-OWNED 19 SMALL- AND MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD 47% 35% 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. STATE OWNED
  • 15. ITALY LOVES PRIVATELY-HELD COMPANIES PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES ITALY PUBLICLY-TRADED Gap PRIVATELY-HELD +22 41% RESPONSIVE TO CUSTOMERS' NEEDS 63% ACT RESPONSIBLY 79% 49% 54% 65% 27% 54% +15 69% 42% +14 56% 27% +14 41% 57% THINK LONG-TERM +9 66% 37% ELIVER CONSISTENT FINANCIAL RETURNS 20 +15 42% TOP LEADERSHIP HAVE TOO MUCH POLITICAL INFLUENCE +15 50% ARE INNOVATIVE ARE PHILANTHROPIC +16 38% R HIGH QUALITY PRODUCTS OR SERVICES ARE TRANSPARENT IN THEIR BUSINESS… +18 31% RESPONSIVE TO SOCIETY'S NEEDS RESPONSIVE TO EMPLOYEES' NEEDS +18 61% ARE ENTREPRENEURIAL +9 46% 26% +6 32% 75% 55% 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 PRIVATELY-HELD 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. -20
  • 16. FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM 2013. CREDIBILITY OF SPOKESPEOPLE 2009 ACADEMIC OR EXPERT A PERSON LIKE YOURSELF 47% FINANCIAL OR INDUSTRY… 49% 41% ACADEMIC OR EXPERT 67% A PERSON LIKE YOURSELF 62% FINANCIAL OR INDUSTRY… +4 NGO REPRESENT ATIVE 52% +9 52% +20 REGULAR EMPLOYEE CEO 31% CEO 21 +15 53% 32% 29% +5 66% REGULAR EMPLOYEE GOVERNMEN T OFFICIAL OR… 2009 VS. 2014 TECHNICAL EXPERT 62% TECHNICAL EXPERT* NGO REPRESENT ATIVE 2014 GOVERNMEN T OFFICIAL OR… 43% 36% +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
  • 17. ITALIANS DO NOT TRUST GOVERNMENT LEADERS BUT THEY DO TRUST INSTITUTIONS CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - ITALY 2013 ACADEMIC OR EXPERT GOVERNMENT OFFICIAL OR… *SUCCESSFUL ENTREPREN… CEO BOARD OF DIRECTORS BLOGGER TECHNICAL EXPERT IN… 61% NGO REPRESENT… FINANCIAL OR INDUSTRY… ACADEMIC OR EXPERT 57% A PERSON LIKE… REGULAR EMPLOYEE 2014 58% TECHNICAL EXPERT IN… 51% 41% 43% 31% 40% 37% 32% 36% 2013 vs. 2014 66% 61% A PERSON LIKE… 58% NGO REPRESEN… 55% REGULAR EMPLOYEE 48% FINANCIAL OR… 46% +4 -3 +4 +7 +3 GOVERNMEN T OFFICIAL… 37% +6 *ENTREPREN EUR 36% -4 CEO 31% -6 BOARD OF DIRECTORS 29% -3 BLOGGER 28% -8 *Changed from “Successful Entrepreneur” in 2013 22 +8 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.
  • 18. 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% 45%47% 43% 40% 43% 63% 60% 53% 53% 48% 44% 65% 63% 60% 57% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. 24 50% 45% 41% 42% 33%34% 32% 58% 54% 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 9point 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.
  • 19. 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% 75% 71% 70% 63% 63% 58% 62% 58% 58% 53% 53% 50% 57% 54% 56% 53% 51% 45% 44% 45% 45% 38% 37% 41% 42% 43% 60% 59% 56% 54% 49% 49% 45% 45% 43% 43% 32% 27% 24% 23% 17% 25 19% 45% 39% 34% 28% 51% 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 Publics, 20-country global total.
  • 20. 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 26 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 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.
  • 21. HALF OF ITALIANS WANT GOVERNMENT AND BUSINESS TO WORK TOGETHER GOVERNMENT REGULATION OF BUSINESS AND SECTORS - ITALY Not Enough Too Much 73% 63% 48% 46% 31% 11% 9% 7% Government Regulation Government Regulation Government Regulation Government Regulation of Business of Financial Services of the Energy Industry of the Food & Beverage Industry Industry 27 Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.
  • 22. ITALY WANTS THE GOVERNMENT TO ENSURE COMPETITION WITHIN INDUSTRIES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - ITALY 24% 23% 18% 16% 15% 3% 28 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 2%
  • 23. IT IS TIME FOR A NEW ERA. ITALIANS WANT CONSENSUS. PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - ITALY When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 73% The energy industry should be a more active participant in the broader debate over Italy energy policy 68% The food and beverage industry should be a more active participant in the broader debate in Italy over solutions to food and nutrition policy issues 67% The financial services industry should be a more active participant in the broader debate over the future of the Italy banking system 58% 29 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
  • 24. TREATS EMPLOYEES WELL IS THE MOST IMPORTANT DRIVER OF TRUST IN ITALY BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS ITALY TREATS EMPLOYEES WELL ENGAGEMENT IMPORTANC PERFORMAN E CE HIGH QUALITY PRODUCTS INTEGRITY 46% TRANSPARENT & OPEN PRODUCTS & SERVICES PURPOSE 43% LISTENS TO CUSTOMERS OPERATIONS CUSTOMERS BEFORE PROFITS IS ETHICAL POSITIVELY IMPACTS COMMUNITY ACTS RESPONSIBLY IN CRISIS ADDRESSES SOCIETY'S NEEDS INNOVATOR PARTNERS WITH NGOS ADMIRED TOP LEADERSHIP CONSISTENT FINANCIAL RETURNS TOP GLOBAL COMPANY 31 42% COMMUNICATES OFTEN PROTECTS ENVIRONMENT 58% 49% 43% 41% 57% 55% 54% Ga p -9 -11 -12 -12 53% -10 53% -12 52% 46% 51% 43% 50% 41% 50% 40% 48% 41% 46% 39% 39% 34% 36% 31% 25% 26% 24% 25% 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, 27-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. -6 -8 -9 -10 -7 -7 -5 -5 +1 +1
  • 25. ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS GLOBAL TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES ENGAGEMENT STATED IMPORTANCE PRODUCTS & SERVICES INTEGRITY PURPOSE UNDER-PERFORMING ON LOWER EXPECTATIONS STATED PERFORMANCE OPERATIONS Now taken for granted, in 2008 Operations were much higher in importance for building ON LOWER HIGH-PERFORMING trust. PRIORITIES 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 32 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 Publics, 27country 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) General Publics, 27-
  • 26. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT CLUSTERS THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS …it will have its greatest impact in these clusters If companies exhibit these positive behaviors... ENSURES QUALITY CONTROL IN PRODUCTS 86% ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PROTECTS CUSTOMER DATA 85% ENGAGEMENT INTEGRITY PRODUCTS & SERVICES RESPECTS EMPLOYEE RIGHTS 85% RESPONSIBLE SUPPLY CHAIN MANAGEMENT PAYS APPROPRIATE LEVEL OF TAX 83% 80% ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY PURPOSE 33 Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Important in Building Trust) General Publics, 27-country global total.
  • 27. A COMPANY’S EMPLOYEE MOST TRUSTED TO COMMUNICATE ON THREE OUT OF THE FIVE TRUST DRIVER CLUSTERS MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING, ITALY COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 49% 45% 36% 29% 18% 19% 15% 25% 23% 20% 20% 15% 17% 15% 26% 23% 19% 15% 18% 18% 16% 12% 13% ENGAGEME NT 34 28% 26% 22% 13% 33% 31% 30% INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATION S Q197-201(Italy 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 Public TOTALS
  • 28. BUSINESS REALLY CAN AND MUST LEAD THE DEBATE FOR CHANGE. CEOS MUST NOW BECOME CHIEF ENGAGEMENT OFFICERS ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY ITALY 73% 73% 72% 70% 59% 54% mmunicates clearly andregardlesscenter during challengingemployeespersonallyto discussin etc.) Tells the truth, transparentlyhow complex or unpopular it is Is regularly involved the state of the businessactive mediacauses Is front and of Engages with times (product recalls, lawsuits, supporting local charities and good presence Has an 35 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.
  • 29. 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 focus on Engagement and Integrity to build trust. 84% believe a company can take specific actions that both improve the economic and social conditions in the increase profits and communities where it operates. CEO must become Chief Engagement Officer 36
  • 30. 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 37 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
  • 31. 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 67% 70% 60% ARE INNOVATIVE 66% 61% 65% R HIGH QUALITY PRODUCTS OR SERVICES 45% 49% RESPONSIVE TO EMPLOYEES' NEEDS +4 +3 52% 53% TOP LEADERSHIP +1 38% 39% +1 63% 63% THINK LONG-TERM 46% 44% -2 58% 54% ELIVER CONSISTENT FINANCIAL RETURNS 38 +4 52% 55% ACT RESPONSIBLY HAVE TOO MUCH POLITICAL INFLUENCE +6 +4 50% 54% RESPONSIVE TO SOCIETY'S NEEDS ARE TRANSPARENT IN THEIR BUSINESS… +8 62% ARE ENTREPRENEURIAL ARE PHILANTHROPIC +9 58% RESPONSIVE TO CUSTOMERS' NEEDS 60% 43% 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 PRIVATELY-HELD 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
  • 32. 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% 40 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total.
  • 33. BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 79% The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy 74% 65% The food and beverage industry should be a more active participant in the broader debate in [COUNTRY] over solutions to food and nutrition policy issues 74% 89% The financial services industry should be a more active participant in the broader debate over the future of the [COUNTRY] banking system 71% 47% 41 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
  • 34. 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% municates clearly and transparently complex or unpopular it is state of the business local an active and good cause Tells the truth, regardless ofIs front and center during challenging timesin supporting Has charities media presence Engages with employees regularly toIs personally involved (product recalls, lawsuits, etc.) how discuss the 42 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.
  • 35. 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