2013 Edelman Trust Barometer

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2013 Edelman Trust Barometer

  1. 1. JAPAN FINDINGS
  2. 2. 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 countries • 5 years in 20+ markets • Ages 25-64 • 8 years in 10+ markets • College-educated GENERAL • In top 25% of household POPULATION income per age group in each country • 1000 respondents per country surveyed • Report significant media consumption and engagement • Ages 18+ in business news and public policy • 2 years of data • 13 years of data MARKET COMPARISONS Developed: US, UK, France, Germany and Japan Indicates Global Data Emerged: Brazil, Mexico, Russia, India and China Indicates Japan Data APAC SELECT COUNTRIES: China, Japan, India, Malaysia, Singapore, South 2 Korea, Indonesia, Australia, and Hong Kong
  3. 3. 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
  4. 4. TRUST 2013 THE STATE OF TRUST CRISIS OF LEADERSHIP THE PATH FORWARD4
  5. 5. STATE OF TRUST
  6. 6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, DISTRUST IN JAPAN IS NEW NORMAL 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil France 54 UK +12 Sweden 52 51 Sweden 54 US +10 Sweden 49 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 S. Korea 47DISTRUSTERS 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
  7. 7. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 India 64 General Population is Singapore 76 TRUSTERS 9 points lower than India 71 UAE 63 Informed Publics Singapore 63 Mexico 68 Indonesia 61 Hong Kong 67 Malaysia 61 UAE 66 Mexico 59 Malaysia 64 Largest Differences between Hong Kong 54 Canada 62 NEUTRAL Gen Pop & Informed Publics Canada 52 Indonesia 62 Brazil 51 U.S. 59 Poland, US, Sweden: - 14 points Netherlands 50 Netherlands 59 Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55 U.S. 45 France: - 13 points Germany 55 Germany 44 France 54 UK 43 Sweden 54 S. Korea 43 UK 53 Italy 51 DISTRUSTERS Turkey 43 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
  8. 8. TRUST ON THE RISE ACROSS INSTITUTIONS,BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS – JAPAN TRUST A GREAT DEAL Trust Total: 52% Trust Total: 47% Trust Total: 32% Trust Total: 25% GOVERNMENT 3% 7% 9% 8% BUSINESS 2012 2013 2012 2013 Trust Total: 43% Trust Total: 36% Trust Total: 37% Trust Total: 30% MEDIA 4% 6% 4% 6% NGOS 2012 2013 2012 2013 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-648
  9. 9. IN JAPAN, LACK OF TRUST NOW EMBEDDED HOW MUCH HAS YOUR TRUST IN EACH INSTITUTION CHANGED OVER THE PAST YEAR? – TOTAL TRUST MORE Global APAC Japan 26-Country 29% 30% 30% 26% 24% 20% 22% 21% 4% 6% 6% 5%GOVERNMENT IN GENERAL BUSINESS IN GENERAL NON-GOVERNMENTAL MEDIA IN GENERAL ORGANIZATIONS Global APAC Japan 26-Country 33% 36% 35% 28% 26% 29% 22% 24% 3% 5% 3% 3%GOVERNMENT IN GENERAL BUSINESS IN GENERAL NON-GOVERNMENTAL MEDIA IN GENERAL ORGANIZATIONS Q18-Q21. Thinking about everything you have read, seen or heard about each institution in the last year, please indicate how much your trust in each institution has changed over the 9 past year. (Total trust more) General population and Informed Publics ages 25-64 in 26-country global total, APAC and Japan
  10. 10. BUSINESS RETURNS TO 2011 LEVEL; GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2008 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 25-64 – JAPAN NGOs80% Media Business Government70%60% 63% 57% 61% 53% 52% 49% 51%50% 50% 51% 47% 45% 44% 48% 43% 42% 42%40% 41% 39% 36% 37% 36% 32% 30%30% 25%20% 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 25-6410
  11. 11. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 62% 63%59% 60% 61% 60% 57% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48%48% 49% 44% 44% 44% 44% 41% 43% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% Q11-14. [Business in General and 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 ages 25-64 in 26-country 11 global total and across 26 countries
  12. 12. 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 BUSINESS DECISIONS 23% WRONG INCENTIVES DRIVING POLICIES 17%POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31% 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 TRUST BUSINESS 12 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
  13. 13. POOR PERFORMANCE/INCOMPETENCE IS KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT IN JAPAN MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – JAPAN (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESSWRONG INCENTIVES DRIVING BUSINESS 14% WRONG INCENTIVES DRIVING POLICIES 24% DECISIONS 28% 28% CORRUPTION OR FRAUD 14% CORRUPTION OR FRAUD 4%POOR PERFORMANCE/ INCOMPETENCE 35% POOR PERFORMANCE/ INCOMPETENCE 64% TRANSPARENCY ISSUES 20% TRANSPARENCY ISSUES 7% LACK OF REGULATION OR CONTROL 14% LACK OF REGULATION OR CONTROL 1% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 13 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
  14. 14. 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 Consumer packaged goods 62% 65% goodsTelecommunications 60% Telecommunications 62% 2013: Top 3 in Developed Markets Brewing and spirits 59% Brewing and spirits 62% #1 Technology #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 global total (excludes 14 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
  15. 15. IN JAPAN, TECHNOLOGY AND AUTOMOTIVE REMAIN ON TOP; MEDIA AND ENERGY REMAIN ON BOTTOM TRUST IN INDUSTRIES – JAPAN 2013 2012 2013 Technology 74% Technology 73% 77% Automotive 74% Automotive 70% 69% Food and beverage 62% Food and beverage 67% 66% Pharmaceuticals 61% Brewing and spirits 66% 62% Brewing and spirits 60% Pharmaceuticals 65% 58% Telecommunications 58% Consumer packaged goods 64% 65%Consumer packaged goods 56% Banks 60% 50% Banks 51% Telecommunications 59% 62% Financial services 38% Financial services 52% 50% Media 33% Energy 49% 59% Energy 29% Media 38% 53% Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 (only industries tracked from 2012 15 to 2013 shown)
  16. 16. JAPANESE TRUST IN ENERGY INDUSTRY DECLINED SHARPLY IN 2012;STILL HASN’T RETURNED TO 2011 LEVELTRUST IN INDUSTRIES – INFORMED PUBLICS AGES 25-64 – JAPAN Technology Automotive Energy Pharmaceuticals Banks Media100% 89%90% 80% 78% 78%80% 74% 76% 78% 75% 73% 76% 72%70% 70% 68% 71% 72% 71% 61% 65% 61%60% 60% 60% 60% 53% 50% 51%50% 54% 49% 41%40% 33% 33% 38%30% 24% 29%20%10% 0% 2008 2009 2010 2011 2012 2013 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 201216 to 2013 shown)
  17. 17. 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 2008 2013 US Trust in Banking Industry has doubled over past two years, from 25% (2011) to + 11 50% (2013) among Informed Publics 25-64. 83% 83% 80% 72% 71% -13 -20 69% 67% -19 63% -11 61% 59% 60% 59% -25 56% 54% 56% 53% 52% -1350% 49% 49% 49% 51% 47% -25 -26 45% 47% 44% -19 45% 38% 42% -24 35% 35% 32% 31% 31% 26% 23% 22% 19% 11% Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where 17 one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in 18-country global total and across 18 markets
  18. 18. 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% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies18 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
  19. 19. IN GENERAL JAPANESE COMPANIES MOST TRUSTED BYEMERGING MARKETS; THE CHANCES ARE THERE FOR THE TAKINGDEVELOPED VS. EMERGING VS. JAPAN TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES Developed Emerging Japan 82% 77%69% 70% 71% 67% 66% 65% 61% 63% 61% 60% 58% 50% 35% 36% 29% 29% 24% 19% 3%Germany HQs UK HQs Japan HQs US HQs Brazil HQs India HQs China 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 Japan19
  20. 20. “JAPANESE PREMIUM” ERODING; COMPANIES FROM DEVELOPED COUNTRIESMORE TRUSTED THAN BEFORE, THOSE FROM EMERGING LESS TRUSTED MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - JAPAN 2011 2013 -10 81% 71% 67% + 15 62% 63% 63% + 11 61% 61% 61% 58% 56% 55% 55% 56% 50% 51% 48% 46% -15 44% -13 -25 40% 41% -13 41% -25 39% 37% 32% -27 29% 30% 28% 24% 17% 16% 14% 3% N/A Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies 20 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 Japan
  21. 21. GEOPOLITICAL ISSUES AFFECTING TRUST IN NORTH ASIA HOW MUCH DO YOU TRUST GLOBAL COMPANIES HEADQUARTERED IN JAPAN? 2011 2013 95%92% 92% + 14 88% 87% 86% + 13 -19 86% 86% 84% 82% 81% 84% 81% 80% -20 77% + 10 + 11 77% 72% 71% -31 70% 70% 69% 68% 69% 67% 66% 68% 65% 65% 65% 65% 62% 60% 62%63% 62% 61% 60%61% 57% 58% 57% 56%58% 57% 56% 51% 37% N/A N/A N/A Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies 21 headquartered in Japan 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
  22. 22. SMALL BUSINESS TRUSTED MOST IN WEST; WHILE BIG BUSINESSES ON TOPIN EMERGING ECONOMIES; MOST BALANCED IN JAPANTRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESSES BIG BUSINESSES 89% 86% 79% 78% 76% 73% 70% 70% 65% 62% 53% 55% 55% 51% 48% 45% GLOBAL DEVELOPED EMERGING US UK CHINA UAE JAPAN Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics22 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, and Japan
  23. 23. GLOBALLY, NGOS REMAIN MOST TRUSTED INSTITUTION; NOT IN JAPAN! TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% (Japan: 45%) 2012 2008 China: 48% 2013 88% of markets surveyed have a 2013 83% 81% trust score above 50% (Japan: 37%) 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 66% 67% 66% 66% 67% 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 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 23
  24. 24. GLOBALLY, STEADY GROWTH IN TRUST IN MEDIA OVER TIME; JAPAN LESS TRUSTING TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above (Japan: 50%) 2013 2013 62% of markets surveyed have a 81% trust score 50% or above (Japan: 43%) 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 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 24
  25. 25. JAPAN TRUST LEVELS IN MEDIA LOWER THAN GLOBAL AVERAGE; GLOBALLY, TRUST IN ONLINE SEARCH ENGINES RELATIVELY HIGH TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging APAC Japan 71% 65% 63% 64%58% 58% 56% 58% 51% 52% 52% 47% 49% 43% 41% 47% 41% 39% 40% 32% 31% 30% 30% 26% 21%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 56% 54% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 31% 29% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one 25 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, APAC and Japan
  26. 26. SKEPTICISM AND DISPERSION REQUIRES REPETITIONIN JAPAN, MAJORITY NEEDS TO HEAR COMPANY INFORMATION MORE THAN 3 TIMES TO BELIEVE MESSAGES 15% 2% ONCE (1) TEN OR MORE TIMES (10+) 10% TWICE (2) 1% SIX TO NINE TIMES (6-9) 46% THREE TIMES (3) 27% FOUR OR FIVE TIMES (4-5) 89% MORE THAN THREE TIMES (GLOBAL: 82%) Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be26 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 Japan (excludes Don’t Know Responses)
  27. 27. CRISIS OF LEADERSHIP
  28. 28. TRUSTED SOURCES ARE EXPERTS AND PEERS; IN JAPAN, CEO CRISIS OF TRUST CONTINUES, PERSON LIKE YOURSELF ON THE RISE CREDIBLE SPOKESPEOPLE – JAPAN 2012 2013Technical expert in the company 42% Technical expert in the company 37% Academic or expert 32% Academic or expert 33% CEO 24% A person like yourself 31% +9 A person like yourself 22% CEO 22% NGO representative 18% NGO representative 20% Regular employee 16% Regular employee 18% Financial or industry analyst 14% Financial or industry analyst 15%Government official or regulator 8% Government official or regulator 15% +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 28 ages 25-64 in Japan
  29. 29. TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER; PERSON LIKEYOURSELF MOST STABLE OVER TIME, CONSISTENT IN TIMES OF CRISISCREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 25-64 - JAPAN An academic or expert on company issues CEO A person like yourself Government official/regulator Regular employee 80% 73% 69% 70% 70% 67% 63% 60% 53% 51% 59% 50% 39% 40% 39% 40% 34% 29% 32% 33% 34% 29% 30% 31% 24% 24% 25% 22% 20% 21% 24% 22% 18% 16% 15% 10% 8% 0% 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 information about a company from each person, how credible29 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in Japan
  30. 30. 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 73% 70% 62% 60% 55% 54% 54% 55% 56% 55% 56%50% 52% 52% 54% 52% 48% 48% 47% 45% 43% 45% 41% 42% 41% 40% 38% 39% 37% 36% 36% 36% 37% 36% 37% 35% 35% 35% 32% 34% 34% 31% 32% 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 Box, 30 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)
  31. 31. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWJAPAN TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 35% 30% 31% 28% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 16% 16% 18% 14% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? ; Q144B-147B. [SPLIT SAMPLE] How much do31 you trust government leaders to do the following? (Top Box- Trust A great Deal) General Population in Japan
  32. 32. THE PATH FORWARD
  33. 33. LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP Trust in Business Trust in Government Trust Business Leaders to tell the Truth Trust Government Leaders to tell the truth 50% Global 18% -32 Global 41% 13% -28 67% China 32% 71% -35 China 24% -47 68% India 55% 34% India -34 20% -35 50% US 38% 15% US 10% -35 -28 42% 38% Germany Germany 13% 6% -29 -32 37% France 33% France 8% 10% -27 -25 Japan 27% 44% 18% Japan -9 35% -9 Q11 -14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust33 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
  34. 34. 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSEdelman Trust Barometer INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. 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 34 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  35. 35. 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%) 35 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  36. 36. REPUTATIONAL FACTORS RANK HIGHER THAN OPERATIONAL 2013 TRUST PERFORMANCE CLUSTERS: JAPAN VS. GLOBAL Japan Global 45% INTEGRITY 58% ENGAGEMENT 43% 59% PRODUCTS & SERVICES 37% 54% 30% PURPOSE 47% 25% OPERATIONS 39%36

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