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2014 Edelman Trust Barometer - Japan
 

2014 Edelman Trust Barometer - Japan

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    2014 Edelman Trust Barometer - Japan 2014 Edelman Trust Barometer - Japan Presentation Transcript

    • 2014 EDELMAN TRUST BAROMETER JAPAN RESULTS
    • GLOBAL EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated • In top 25% of household income per age group in each country GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets 2 Indicates Global Data • Report significant media consumption and engagement in business news and public policy • 14 years of data Indicates Japan Data
    • EDELMAN TRUST BAROMETER IN RETROSPECT 2014 2013 CRISIS OF LEADERSHIP 2012 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 3 BUSINESS TO LEAD THE DEBATE FOR CHANGE RISING INFLUENCE OF NGOS
    • ONE | The State of Trust
    • GLOBALLY NGOS MOST TRUSTED, GOVERNMENT LEAST TRUSTED 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 57% MEDIA 17% 2013 5 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 2014 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total.
    • IN JAPAN BUSINESS MOST TRUSTED, GOVERNMENT MOST IMPROVED TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 – JAPAN TOTAL TRUST TRUST A GREAT DEAL 53% 52% BUSINESS 8% #1 2013 43% MEDIA 6% 2013 6 32% 8% 2014 #3 45% 40% 9% 2014 7% #2 2013 37% 6% 2013 8% GOVERNMENT 2014 #4 37% 5% NGOS 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.
    • JAPAN REMAINS SCEPTICAL BUT SOME OTHERS NOW MORE SCEPTICAL 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 7 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.
    • SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 8 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.)
    • TRUST IN GOVERNMENT AND BUSINESS IMPROVING AFTER PLUMMETING POST EARTHQUAKE TRUST IN THE FOUR INSTITUTIONS SINCE 2008 – JAPAN NGOs Media 80% Business Government 70% 61% 63% 57% 60% 53% 50% 50% 44% 45% 40% 49% 42% 41% 51% 42% 51% 52% 47% 43% 48% 39% 36% 45% 37% 40% 37% 30% 36% 30% 32% 25% 20% 2008 9 53% 2009 2010 2011 2012 2013 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics. 2014
    • SIGNIFICANT TRUST DECLINE FOR GOVERNMENT GLOBALLY, JAPAN BUCKS THE TREND 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. Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total. 10 50% 45% 41% 42% 33%34% 32% 58% 54%
    • BUT INTENSITY OF TRUST REMAINS LOW TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 – JAPAN TOTAL TRUST TRUST A GREAT DEAL 53% 52% BUSINESS 8% #1 2013 43% MEDIA 6% 2013 11 32% 8% 2014 #3 45% 40% 9% 2014 7% #2 2013 37% 6% 2013 8% GOVERNMENT 2014 #4 37% 5% NGOS 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.
    • 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. 12 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.
    • SEARCH TRUMPS TRADITIONAL MEDIA AS SOURCE OF INFORMATION LEVELS OF TRUST IN SOURCES OF INFORMATION - JAPAN 44% 42% ONLINE SEARCH ENGINES 34% HYBRID MEDIA TRADITIONAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 42% FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS Online search Television 23% 23% Online search Newspapers SOCIAL MEDIA SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 39% 26% 17% Newspapers OWNED MEDIA 38% 30% Television 31% 31% 11% Online search Newspapers Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics; Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics 13 Television
    • GLOBALLY NGOS ARE MOST TRUSTED, JAPAN NGOS MUCH WORK TO DO 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. 14 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%
    • TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING MARKETS SOAR, JAPAN BARELY TRUSTING 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. 15 Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total. 60% 56% 56% 50% 49% 45% 45%
    • INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS ENTERPRISE TYPE 16 COUNTRY OF ORIGIN (HEADQUARTERS)
    • MANUFACTURING INDUSTRIES REMAIN MOST TRUSTED TRUST IN INDUSTRIES, 2013 VS. 2014 - JAPAN 2014 2013 70% AUTOMOTIVE 73% TECHNOLOGY 59% TELECOMMUNICATIONS 65% PHARMACEUTICALS 74% AUTOMOTIVE 71% TECHNOLOGY +4 -2 TELECOMMUNICATIONS 65% +6 PHARMACEUTICALS 64% -1 FOOD AND BEVERAGE 67% FOOD AND BEVERAGE 60% -7 BREWING AND SPIRITS 66% BREWING AND SPIRITS 60% -6 CONSUMER PACKAGED GOODS 64% CONSUMER PACKAGED GOODS 60% BANKS ENERGY 49% 52% FINANCIAL SERVICES MEDIA 17 38% 54% 52% BANKS ENERGY FINANCIAL SERVICES MEDIA -10 -8 45% 42% 33% 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. -4 -10 -5
    • DISPARITY OF TRUST WITHIN INDUSTRY SECTORS TRUST IN INDUSTRY SECTORS – JAPAN FINANCIAL SERVICES INDUSTRY Credit cards / Payments 53% Banks Insurance Financial services industry overall Financial advisory / Asset management 18 FOOD & BEVERAGE INDUSTRY 49% 42% 42% 29% ENERGY INDUSTRY Food Industry overall Food and beverage retailers Food and beverage manufacturers 56% Renewables Natural Gas 49% 61% 58% Mining 54% Oil 52% Utilities 51% Energy industry overall 48% 48% Food service 39% Fast food restaurants 37% Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors 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”. 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.
    • JAPAN’S COMPANIES CONTINUE TO BE AMONG WORLD’S MOST TRUSTED TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 80% 79% 79% TRUSTED 78% 75% 74% 71% 68% 67% 55% 50% 54% 53% 42% 19 38% 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. 36% 35% 34%
    • JAPAN’S TRUST IN ITS OWN REBOUNDS BUT TRUST IN SELECTED OTHERS ALSO IMPROVES MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - JAPAN 2013 2014 +9 80% +3 71% +4 -3 -4 70% 67% 65% 61% 63% 61% +3 63% 60% 61% 60% -8 61% 57% 54% +8 55% 51% 50% 47% +5 40% -4 +3 33% 32% 28% 29% 25% +3 -7 24% 23% 20% 17% 17% 14% 16% 9% 3% 2% 20 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 Ages 25-64 in Japan
    • TRUST PROFILE SUPPORTS JAPANESE COMPANIES GLOBAL EXPANSION TRUST IN JAPANESE COMPANIES INCREASED IN 24 OF THE 26 COUNTRIES HOW MUCH DO YOU TRUST GLOBAL COMPANIES HEADQUARTERED IN JAPAN? 2013 2014 + 18 +4 +8 96% 95% +8 +5 + 8 + 11 94% 92% 90% 86% 82% 89% 88% 89% 88% 87% 84% 84% 84% 81% 80% 80% 77% + 5 + 11 + 12 75% 72% 67% 73% 70% 72% 71% 69% 66% 68% 62% 67% 61% 56% +9 +6 +7 78% +5 67% 65% 66% 66% 65% 65% 60% 57% 63% 62% 60% 58% 51% 50% 54% + 4 41% 37% 21 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 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
    • BIG BUSINESS AND PUBLIC COMPANIES MOST TRUSTED IN JAPAN TRUST IN DIFFERENT TYPES OF BUSINESSES – JAPAN Global APAC Japan 74% 71% 68% 62% 65% 63% 73% 59% 62% 62% 63% 61% 54% 54% 42% 40% 31% 25% FAMILY-OWNED 22 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics. STATE-OWNED
    • LACK OF ENTREPRENEURIALISM AND INNOVATION IN BIG BUSINESS; COMPLIANCE AND TRANSPARENCY ISSUES IN PRIVATELY OWNED COMPANIES PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - JAPAN PUBLICLY-TRADED +17 35% ARE ENTREPRENEURIAL 52% +6 38% ARE INNOVATIVE 44% 61% RESPONSIVE TO CUSTOMERS' NEEDS 50% 44% 28% -14 51% TOP LEADERSHIP 37% -14 43% RESPONSIVE TO EMPLOYEES' NEEDS 29% -19 57% ARE PHILANTHROPIC 38% -20 54% ACT RESPONSIBLY 34% 64% -21 64% OFFER HIGH QUALITY PRODUCTS OR SERVICES -32 43% THINK LONG-TERM 32% 65% DELIVER CONSISTENT FINANCIAL RETURNS 23 -13 41% ARE TRANSPARENT IN THEIR BUSINESS PRACTICES -11 -13 57% RESPONSIVE TO SOCIETY'S NEEDS HAVE TOO MUCH POLITICAL INFLUENCE Gap PRIVATELY-HELD 26% 59% 17% 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. -39 -42
    • TECHNICAL EXPERT MOST TRUSTED SPOKESPERSON CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - JAPAN 2014 2013 TECHNICAL EXPERT IN THE COMPANY 37% ACADEMIC OR EXPERT 33% A PERSON LIKE YOURSELF CEO REGULAR EMPLOYEE 31% 22% 18% TECHNICAL EXPERT IN THE COMPANY 35% -2 ACADEMIC OR EXPERT 29% -4 A PERSON LIKE YOURSELF 28% -3 21% CEO -1 17% REGULAR EMPLOYEE -1 GOVERNMENT OFFICIAL OR REGULATOR 15% GOVERNMENT OFFICIAL OR REGULATOR 15% 0 FINANCIAL OR INDUSTRY ANALYST 15% FINANCIAL OR INDUSTRY ANALYST 14% -1 NGO REPRESENTATIVE BLOGGER 24 20% 12% NGO REPRESENTATIVE BLOGGER 12% 6% 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. -8 -6
    • BUT TRUST IN ALL SPOKESPEOPLE EXTREMELY LOW CREDIBILITY OF SPOKESPEOPLE SINCE 2008 – JAPAN A technical expert within the company, such as an engineer or scientist An academic or expert on that company's industry or issues. CEO A person like yourself A government official or regulator A regular employee of a company 0.8 73% 69% 70% 0.7 67% 65% 63% 0.6 51% 53% 59% 0.5 40% 0.4 39% 42% 37% 39% 34% 34% 29% 0.3 24% 32% 24% 24% 25% 0.2 22% 21% 16% 0.1 35% 33% 31% 18% 22% 15% 29% 28% 21% 17% 15% 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 credible 25 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 2014
    • CREDIBILITY OF BUSINESS LEADERS HIGHER THAN GOVERNMENT LEADERS TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING – JAPAN BUSINESS LEADERS 31% 2013 2014 34% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 28% 31% MAKE ETHICAL AND MORAL DECISIONS 35% 34% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 16% 15% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 26 30% 27% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 14% 17% MAKE ETHICAL AND MORAL DECISIONS 18% 20% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 16% 17% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
    • GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINESS 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% 58% 58% 53% 50% 62% 57% 54% 56% 53% 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% 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, 2027 country global total.
    • BUSINESS AND GOVERNMENT IN JAPAN MAKING EFFORTS TO REVERSE TRUST DEFICIT TRUST IN GOVERNMENT AND BUSINESS SINCE 2009 - JAPAN BUSINESS 70% GOVERNMENT 63% 60% 57% 53% 50% 40% 51% 41% 52% 47% 53% 45% 42% 30% 32% 25% 20% 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 28 that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total. 2014
    • TWO | The Intersection Between Business and Government
    • MORE GOVERNMENT REGULATION OF SCANDAL-RIDDEN INDUSTRIES DESIRED GOVERNMENT REGULATION OF BUSINESS AND SECTORS - JAPAN Not Enough Too Much 38% 37% 29% 26% 23% 16% Government Regulation of Business 12% Government Regulation of Financial Services Industry 10% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. 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 30 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.
    • PROTECTING CONSUMERS MOST IMPORTANT FOR JAPANESE STAKEHOLDERS MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - JAPAN 27% 25% 21% 18% 2% 2% PROTECT CONSUMERS REGULATE BUSINESS WORK TO ENSURE BUILD GIVE OR LOAN MONEY GOVERNMENT SHOULD FROM IRRESPONSIBLE ACTIVITIES TO ENSURE FREE MARKET ACCESS INFRASTRUCTURE TO BUSINESS WHEN IT NOT PLAY A ROLE IN BUSINESS PRACTICES COMPANIES ARE AND OPEN THAT PROMOTES AND EXPERIENCES BUSINESS BEHAVING COMPETITION WITHIN FACILITATES FINANCIAL CRISIS RESPONSIBLY INDUSTRIES BUSINESS OPPORTUNITIES 31 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 5% DON'T KNOW
    • JAPANESE HAPPY TO LEAVE FRAMING OF REGULATIONS TO BUREAUCRATS PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS – JAPAN VS. GLOBAL The energy industry should be a more active participant in the broader debate over energy policy 62% 74% The food and beverage industry should be a more active participant in the broader debate over solutions to food and nutrition policy issues 61% 74% The financial services industry should be a more active participant in the broader debate over the future of the banking system 55% 71% 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 45% 79% 32 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
    • THREE | Building Trust Through Context
    • 16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 34 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
    • 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 OPERATIONS Now tablestakes, in 2008 Operations were much higher in importance for building trust. HIGH-PERFORMING ON LOWER PRIORITIES STATED PERFORMANCE 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 35 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, 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) General Publics, 27-country global total.
    • INTEGRITY AND ENGAGEMENT MOST IMPORTANT BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - JAPAN ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS ACTS RESPONSIBLY IN CRISIS 7% TRANSPARENT & OPEN Gap 50% IMPORTANCE PERFORMANCE 7% HIGH QUALITY PRODUCTS 46% COMMUNICATES OFTEN 6% IS ETHICAL 34% PROTECTS ENVIRONMENT ADDRESSES SOCIETY'S NEEDS 32% 6% 6% 5% INNOVATOR POSITIVELY IMPACTS COMMUNITY CONSISTENT FINANCIAL RETURNS 4% -26 24% 23% 22% 6% 4% -26 -25 25% 8% PARTNERS WITH THIRD PARTIES -29 31% 5% ADMIRED TOP LEADERSHIP -36 31% 5% TOP GLOBAL COMPANY -38 42% 5% CUSTOMERS BEFORE PROFITS -36 44% 6% -32 44% 8% LOOKS AFTER EMPLOYEES -39 44% 12% LISTENS TO CUSTOMERS -43 18% 16% 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, 2736 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. -20 -19 -15 -16 -14 -12
    • CUSTOMER DATA TOP OF MIND FOR JAPANESE STAKEHOLDERS BEHAVIORS IMPORTANT TO BUILDING TRUST - JAPAN PROTECTS CUSTOMER DATA 80% PAYS APPROPRIATE LEVEL OF TAX 78% RESPECTS EMPLOYEE RIGHTS 76% IS COMMITTED TO ENSURING QUALITY CONTROL IN ITS PRODUCTS, SERVICES OR IDEAS 76% ACTS WITH RESPONSIBILITY TOWARD SUPPLY CHAIN MANAGEMENT 75% ADHERES TO INTELLECTUAL PROPERTY PROTECTION STANDARDS 74% USES R&D TO DEVELOP INTELLECTUAL PROPERTY SUCH AS PATENTS, PRODUCTS AND IDEAS 71% IS INVOLVED IN SUPPORTING LOCAL CHARITIES AND GOOD CAUSES 65% EMPLOYS A DIVERSE WORKFORCE THAT REFLECTS THE MIX OF PEOPLE OF DIFFERENT BACKGROUNDS WHO LIVE IN THAT COUNTRY PUBLISHES CSR REPORTS GIVING COMPANY'S PROGRESS ON CORPORATE SOCIAL RESPONSIBILITIES 64% 63% MAINTAINS INDEPENDENCE FROM THE STATE HAS TOP LEADERSHIP VISIBLE IN THE MEDIA 59% 39% 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 37 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
    • WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES - JAPAN VS. GLOBAL Japan 82% 79% 81% 82% Global 81% 81% 80% 73% 63% 69% 53% 34% Is front and center during Communicates clearly Tells the truth, regardless Engages with employees Is personally involved in challenging times and transparently of how complex or regularly to discuss the supporting local charities (product recalls, lawsuits, unpopular it is state of the business and good causes etc.) 38 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. Has an active media presence
    • TO FURTHER IMPROVE TRUST JAPANESE INSTITUTIONS NEED TO: Participate Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate 39 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
    • LESSONS FOR LEADERS Distrust and skepticism remain a fundamental part of the Trust profile in Japan Leaders must adopt a more transparent and consistent communication approach using multiple spokespeople and multiple channels Trust in Japanese companies supports international expansion but role of CEO needs to evolve to meet international expectations Optimization of content and information for search and visual increasingly important 40
    • 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