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Estudo de Confiança Edelman - Trust Barometer

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Veja os resultados da 12a. edição do Estudo de Confiança Edelman - Trust Barometer, que avalia o nível de confiança dos brasileiros nas ONGs, governo, mídia e empresas. …

Veja os resultados da 12a. edição do Estudo de Confiança Edelman - Trust Barometer, que avalia o nível de confiança dos brasileiros nas ONGs, governo, mídia e empresas.

Mais informações, entre em contato via edelmansignifica@edelmansignifica.com

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  • 1. TRUST BAROMETER
 BRASIL
 
 2012"
  • 2. 2012  Edelman  Trust  Barometer  –  La5n  America  Findings   METHODOLOGY  OVERVIEW   GENERAL     INFORMED   INFORMED   PUBLIC   PUBLIC   PUBLIC   25-­‐64   35-­‐64   TwelFh  annual  study   Indicates  Global  Data   Online  survey  in  25  countries   30,000+  respondents   LATAM Indicates  LaOn  America   Region  Data   1,000  general  popula5on  respondents  per  country   Ages  18+     Oversample  of  informed  publics*   500  respondents  in  U.S.  and  China  &  200  in     all  other  countries   Ages  25-­‐64   §   (Trending  data  among  Ages  35-­‐64)     College-­‐educated   In  top  25%  of  household  income  per  age  group  in     each  country   Report  significant  media  consumpOon  and     engagement  in  business  news  and  public  policy   La5n  America  (LATAM)  select  countries:     Brazil,  Mexico,  ArgenOna   *  This  year  Informed  Publics  were  surveyed  via  online  methodology  instead  of  telephone  2          ©  Edelman,  2012.  All  rights  reserved.  
  • 3. Edelman  Trust  Barometer  in  retrospect   2011   Rise  of  authority  figures   2010   Trust  is  now  an  essenOal  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  shi`s  from  “authoriOes”  to  peers   2004   U.S.  companies  in  Europe  suffer  trust  discount   2003   Earned  media  more  credible  than  adverOsing   2002   Fall  of  the  celebrity  CEO   2001   Rising  Influence  of  NGOs  3          ©  Edelman,  2012.  All  rights  reserved.  
  • 4. 4          ©  Edelman,  2012.  All  rights  reserved.  
  • 5. Although  nearly  twice  as  many  countries  across  the  globe  are  now  skep5cs,  Mexico  remains  a  “Truster”  in  2012;  While  Argen5na  and  Brazil  move  from      ‘Trusters’  to  ‘Neutral’         2011   2012   GLOBAL   55   GLOBAL   51   Brazil   80   >   China   76   UAE   78   UAE   68   Indonesia   74   Singapore   67   China   73   65   TRUSTERS   India   Netherlands   73   Indonesia   63   Mexico   69   Mexico   63   Singapore   67   Netherlands   61   Argen5na   62   Canada   58   India   56   Italy   56   Italy   56   Argen5na   54   NEUTRAL   Canada   55   Australia   53   South  Korea   53   <   Brazil   51   Sweden   52   Sweden   49   Japan   51   >   U.S.   49   Australia   51   South  Korea   44   Spain   51   >   Poland   44   France   50   U.K.   41   Poland   49   Ireland   41   DISTRUSTERS   Germany   44   France   40   U.S.   42   Germany   39   U.K.   40   <   Spain   37   Russia   40   <   Japan   34   Ireland   39   Russia   32   Composite  score  is  an  average  of  a  country’s  trust  in  all  four  insOtuOons.    Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes  ArgenOna,  Hong  Kong,  Malaysia,  Singapore   and  UAE)  and  across  23  countries   5          ©  Edelman,  2012.  All  rights  reserved.  
  • 6. AFer  last  year’s  spike,  Brazil’s  trust  returns  to  level  seen  in  prior  years   TRUST  INDEX:  BRAZIL     100   90   78   80   70   59   59   60   57   53   53   50   50   49   47   40   30   20   10   0   2004   2005   2006   2007   2008   2009   2010   2011   2012   Composite  score  is  an  average  of  a  country’s  trust  in  all  four  insOtuOons.    Informed  Publics  ages  35-­‐64  in  Brazil    6          ©  Edelman,  2012.  All  rights  reserved.  
  • 7. The  Fragility  of  Trust:  Focus  on  Japan   2011     2012     Informed  Public   Informed  Public   TRUST  IN  INSTITUTIONS    INFORMED  PUBLICS  –  AGES  25-­‐64   TRUST  IN  INDUSTRIES     Business   Media   NGOs   Government   75%   -­‐  12   -­‐  21   -­‐  26   Energy 29%   -­‐46   53%   47%   48%   36%   51%   30%   51%   25%   54%   Media 33%   -­‐21   55%   Financial services 38%   -­‐17   71%   Banks 51%   -­‐20   CREDIBLE  SPOKESPEOPLE     -­‐38   -­‐23   70%   -­‐43   -­‐55   67%   -­‐43   65%   63%   59%   -­‐26   TRUST  IN  INFORMATION  SOURCES   -­‐30   48%   42%   -­‐17   40%   -­‐16   -­‐26   -­‐13   -­‐13   39%   32%   24%   22%   18%   16%   14%   8%   Newspaper   TV   Radio   Magazines   Technical   Academic   CEO   A  Person   NGO   Regular   Financial/   Government   Expert   or  Expert   Like   Represent.   Employee   Industry   Official   Yourself   Analyst   Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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);  Q16-­‐26.  [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);  Q119-­‐126.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaOon  about  a  company  from  each  person,  how  credible   would  the  informaOon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Credible:  Very  +  Extremely  Credible);  Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informaOon  about  a   company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not  at  all  as  a  source  of  informaOon  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in  Japan  7          ©  Edelman,  2012.  All  rights  reserved.  
  • 8. Globally,  trust  in  three  of  four  ins5tu5ons  declines;  only  media  rises   TRUST  IN  INSTITUTIONS       2011     Informed  Public   56%   2012     52%   53%   Informed  Public   47%   2012     General  Public   43%   38%   Government   Business   61%   58%   49%   52%   50%   46%   Media   NGOs   Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  ArgenOna,  Hong  Kong,   Malaysia,  Singapore  and  UAE)  AND  General  PopulaOon  in  25  country  global  total  8          ©  Edelman,  2012.  All  rights  reserved.  
  • 9. Brazil  trust  in  all  ins5tu5ons  decreases  since  2011;     steepest  decline  in  government     TRUST  IN  INSTITUTIONS  –  BRAZIL       2011   2012   -­‐  17     -­‐  13     83%   79%   79%   72%   -­‐  39     62%   -­‐  56     58%   40%   27%   NGOs   Business   Media   Government   LATAM Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  the    LaOn  America  Region  9          ©  Edelman,  2012.  All  rights  reserved.  
  • 10. Several  mature  economies  see  double-­‐digit  drops  in  business  trust;   Also  drops  significantly  in  Brazil,  but  steady  in  Mexico  &  Argen5na   TRUST  IN  BUSINESS   2011     Informed  Public   2012     Informed  Public   Trust   Trust  Steady   Trust   80%   81%   81%   78%   77%   78%   74%   71%   70%  69%   67%   67%   66%   65%   65%   64%   63%   63%   61%   62%   56%   56%   57%   57%   54%   54%   53%   53%   53%   52%   52%   50%   50%  50%   46%   48%   46%   46%   46%   44%   47%   47%   44%   43%   41%  41%   38%   34%   32%   31%   28%   N/A N/A Q11-­‐14.  [Business  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   10          ©  Edelman,  2012.  All  rights  reserved.  
  • 11. China  is  the  only  country  across  the  globe  to  see  trust  in  business  rise;     Brazil  experiences  significant  drop  in  trust  while  Russia  and  India  levels  are  steady   TRUST  IN  BUSINESS   2011     Informed  Public   2012     Informed  Public   Trust   Trust  Steady   Trust   80%   81%   81%   78%   77%   78%   74%   71%   70%  69%   67%   67%   66%   65%   65%   64%   63%   63%   61%   62%   56%   56%   57%   57%   54%   54%   53%   53%   53%   52%   52%   50%   50%  50%   46%   48%   46%   46%   46%   44%   47%   47%   44%   43%   41%  41%   38%   34%   32%   31%   28%   N/A N/A Q11-­‐14.  [Business  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   11          ©  Edelman,  2012.  All  rights  reserved.  
  • 12. La5n  America  more  trus5ng  of  nearly  all  industries  than  their  global  peers;   But  the  same  industries  are  trusted  most  in  LATAM  and  global   TRUST  IN  INDUSTRIES  –  GLOBAL  AND  LATIN  AMERICA  REGION   2011   2012   2012   LATAM   Technology   80%   Technology   79%   87%*   #1   TelecommunicaOons   67%   AutomoOve   66%   81%*   #2   2009:   AutomoOve   67%   Food  and  beverage   64%   79%*   #3   58%   Food  and  beverage   64%   Consumer  packaged  goods   62%   73%*   PharmaceuOcals   61%   TelecommunicaOons   60%   63%   Energy   60%   Brewing  and  spirits   59%   70%*   Consumer  packaged  goods   57%   PharmaceuOcals   56%   69%*   Brewing  and  spirits   57%   Energy   53%   65%*   Media   52%   Media   51%   55%   Banks   50%   Banks   47%   54%*   Financial  services   48%   Financial  services   45%   56%*   *Significant  difference  at   2008  Trust  in  Banks:  56%     2012  Trust  in  Banks:  40%    -­‐16   the  95%  confidence  level   vs.  2012  global   Q16-­‐26.  [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   ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  the  LaOn  America  Region  &  Informed  Publics  ages  35-­‐64  in  18  country  global  total  12          ©  Edelman,  2012.  All  rights  reserved.  
  • 13. Technology  is  s5ll  the  most  trusted  in  Brasil;  Energy  and  Telecomm  decline.   TRUST  IN  INDUSTRIES  –  BRAZIL   2011   2012   Technology 93%   Technology 86%   -­‐  7   Energy 92%   Food and beverage 77%   -­‐  12   Telecommunications 90%   Automotive 75%   -­‐  10   Food and beverage 89%   Pharmaceuticals 75%   -­‐  11   Pharmaceuticals 86%   Brewing and spirits 71%   -­‐  14   Automotive 85%   Consumer packaged goods 71%   -­‐  13   Brewing and spirits 85%   Energy 67%   -­‐  25   Consumer packaged goods 84%   Media 59%   -­‐  22   Media 81%   Banks 56%   -­‐  13   Banks 69%   Telecommunications 55%   -­‐  35   Financial services 69%   Financial services 53%   -­‐  16  Q16-­‐26.  [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  Brazil   13          ©  Edelman,  2012.  All  rights  reserved.  
  • 14. Over  the  past  year,  drama5c  fall  for  banks  in  Brazil  and  Mexico,  while   Argen5na’s  trust  holds  steady   TRUST  IN  BANKS   ArgenOna   Brazil   Mexico   100%   90%   80%   75%   67%   70%   61%   60%   59%   59%   69%   60%   50%   56%   53%   52%   52%   51%   40%   43%   38%   30%   20%   10%   0%   2007   2008   2009   2010   2011   2012   Q16-­‐26.  [Banks  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  35-­‐64  in  LaOn  America   countries    14          ©  Edelman,  2012.  All  rights  reserved.  
  • 15. Majority  of  countries  now  distrust  government;  trust  declines  in   Argen5na  and  Brazil,  while  Mexico  levels  are  stable  but  low   TRUST  IN  GOVERNMENT   2011     Informed  Public   2012     Informed  Public   Trust   Trust  Steady   Trust   88%   88%   85%   77%   78%   75%   75%   73%   64%   62%   61%   62%   62%   56%   53%  52%   54%   52%   52%   51%   50%   49%   49%  50%   44%   47%   45%   43%   43%   43%   42%   42%   43%   40%   39%   40%   38%   35%   35%   36%   33%  33%   33%   31%   31%   32%   28%   26%   25%   20%   20%   N/A N/A Q11-­‐14.  [Government  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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   ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   15          ©  Edelman,  2012.  All  rights  reserved.  
  • 16. Trust  in  government  also  falls  in  Brazil  and  Argen5na  since  2011;  however,   Mexico  trust  is  steady   TRUST  IN  GOVERNMENT   ArgenOna   Brazil   Mexico   100%   90%   85%   80%   70%   60%   49%   50%   44%   54%   41%   40%   43%   42%   36%   39%   35%   30%   32%   20%   20%   10%   0%   2008   2009   2010   2011   2012   Q11-­‐14.  [Government  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  LaOn  America  countries    16          ©  Edelman,  2012.  All  rights  reserved.  
  • 17. Media  only  ins5tu5on  to  see  trust  rise  globally;  decreases  in   Brazil  and  Argen5na  while  steady  in  Mexico   TRUST  IN  MEDIA   2011     Informed  Public   2012     Informed  Public    Trust   Trust  Steady   Trust   86%   80%  79%   80%   72%   73%   70%   69%   67%   65%   65%   65%   61%   60%   61%   61%   59%   57%   54%   53%   53%   52%  50%   49%   50%   48%   49%   48%   46%  46%   45%   47%   45%   45%   43%  45%   42%   45%   41%   37%   37%   38%   38%   37%   37%   36%   35%   32%   33%   27%   22%   N/A N/A Q11-­‐14.  [Media  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  ArgenOna,   Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   17          ©  Edelman,  2012.  All  rights  reserved.  
  • 18. Skep5cism  requires  repe55on   NUMBER  OF  TIMES  NEEDED  TO  HEAR  INFORMATION  –  BRAZIL   Ten  or  more  5mes  (10+),   Once  (1),  8%   11%   Six  to  Nine  5mes  (6-­‐9),   5%   Twice  (2),  20%   Four  or  Five  5mes  (4  -­‐  5),   20%   Three  5mes  (3),  36%   Three  to  Five  5mes   56%  Q148.  [TRACKING]    Think  about  everything  you  see  or  hear  every  day  about  companies,  whether  it  is  posiOve  or  negaOve.  How  many  Omes  in  general  do  you  need  to  be  exposed  to  something  about  a  specific  company  to  believe  that  the  informaOon  is  likely  to  be  true?  Please  enter  the  number  of  Omes  below.  (Excludes  ‘Don’t  Know’  responses)    Informed  publics  ages  25-­‐64  in  Brazil   18          ©  Edelman,  2012.  All  rights  reserved.  
  • 19. Diversifica5on  of  Media   TRUST  IN  INFORMATION  SOURCES   2011     Informed  Public   2012     Informed  Public   + 10%   29% 32% + 18%   22% 26% + 75%   + 23%   14% 16% 13% 8% TRADITIONAL   ONLINE  MULTIPLE  SOURCES   SOCIAL  MEDIA   CORPORATE   Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informaOon  about  a  company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not   at  all  as  a  source  of  informaOon  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes  ArgenOna,  Hong  Kong,  Malaysia,   Singapore  and  UAE)  19          ©  Edelman,  2012.  All  rights  reserved.  
  • 20. Diversifica5on  of  Media   TRUST  IN  INFORMATION  SOURCES  –  BRAZIL   2011     Informed  Public   2012     Informed  Public   56% 51% 48% 42% 27% 27% 25% 21% TRADITIONAL   ONLINE  MULTIPLE  SOURCES   SOCIAL  MEDIA   CORPORATE   Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informaOon  about  a  company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not   at  all  as  a  source  of  informaOon  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in Brazil20          ©  Edelman,  2012.  All  rights  reserved.  
  • 21. NGOs  s5ll  most  trusted  ins5tu5on,  despite  some  drops;  trust  steady  and   high  in  Argen5na  and  Mexico  but  Brazil’s  trust  decreases   TRUST  IN  NON-­‐GOVERNMENTAL  ORGANIZATIONS  (NGOS)   2011     Informed  Public   2012     Informed  Public    Trust   Trust  Steady   Trust   85%   79%   80%   78%   75%   74%   72%   72%   72%   70%   70%   70%   67%   67%   65%   68%   65%   64%   64%   66%   66%   66%   63%   62%   61%   61%   60%   60%   58%   58%   58%   59%   55%   56%   55%   54%   53%  53%   55%   53%   53%   51%   51%   51%   49%  50%   48%   42%   41%   30%   28%   N/A N/A Q11-­‐14.  [Non-­‐governmental  organizaOons  (NGOs)  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   21          ©  Edelman,  2012.  All  rights  reserved.  
  • 22. Trust  in  NGOs  remains  high  in  Mexico  and  Argen5na;  steep  drop  in  Brazil   TRUST  IN  NON-­‐GOVERNMENTAL  ORGANIZATIONS  (NGOS)     ArgenOna   Brazil   Mexico   90%   80%   75%   71%   70%   72%   64%   67%   60%   50%   40%   40%   30%   2004   2005   2006   2007   2008   2009   2010   2011   2012   Q11-­‐14.  [Non-­‐governmental  organizaOons  (NGOs)  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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-­‐64  in  LaOn  America  region  countries  22          ©  Edelman,  2012.  All  rights  reserved.  
  • 23. Trust  in  NGOs  rises  over  5me  in  China  and  India,  but  steep  drop  seen  in   Brazil  while  Russia  returns  to  2007  trust  level     TRUST  IN  NON-­‐GOVERNMENTAL  ORGANIZATIONS  (NGOS)     Brazil     Russia     India   China   80%   79%   70%   68%   60%   64%   52%   50%   40%   40%   30%   31%   27%   27%   20%   2004   2005   2006   2007   2008   2009   2010   2011   2012   Q11-­‐14.  [Non-­‐governmental  organizaOons  (NGOs)  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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-­‐64  in  Brazil,  Russia,  India,  and  China    23          ©  Edelman,  2012.  All  rights  reserved.  
  • 24. 24          ©  Edelman,  2012.  All  rights  reserved.  
  • 25. Trust  in  business  and  government  move  in  sync  since  2008  in  Western  Economies   TRUST  IN  BUSINESS  AND  GOVERNMENT     Business   Government   U.S.   80%   58%   60%   53%   51%   51%   48%   49%   44%   48%   48%   45%   45%   38%   40%   44%   48%   44%   43%   36%   39%   39%   37%   38%   38%   30%   27%   20%   0%   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011   2012   UK/France/Germany   80%   60%   46%   41%   40%   36%   36%   35%   38%   37%   39%   40%   36%   34%   43%   36%   38%   31%   32%   31%   32%   30%   31%   27%   20%   26%   25%   22%   0%   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011   2012   Q11-­‐14.  [Business  in  General  and  Government  in  general  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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-­‐64  in  the  U.S.  and  UK/France/Germany  25          ©  Edelman,  2012.  All  rights  reserved.  
  • 26. Business  and  government  trust  tends  to  move  in  sync  since  2007  in  Brazil   TRUST  IN  BUSINESS  AND  GOVERNMENT     Business" Government" 100%   90%   83%   80%   79%   70%   BUSINESS 69%   60%   65%   63%   62%   61%   51%   50%   40%   37%   30%   28%   27%   22%   GOVERNMENT 20%   2007   2008   2009   2010   2011   2012   Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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-­‐64  in  Brazil  26          ©  Edelman,  2012.  All  rights  reserved.  
  • 27. La5n  America  more  likely  than  global  peers  to  view  nearly  all  spokespeople  as   credible   CREDIBLE  SPOKESPEOPLE  –  GLOBAL  AND  LATIN  AMERICA  REGION   2011   2012   2012   LATAM   Academic or expert 70%   Academic or expert 68%   84%*   #1   Technical expert in the company 64%   Technical expert in the company 66%   84%*   #1   Financial or industry analyst 53%   A person like yourself 65%   83%*   #3   CEO 50%   Regular employee 50%   64%*   NGO representative 47%   NGO representative 50%   62%*   A person like yourself 43%   Financial or industry analyst 46%   65%*   Government official or regulator 43%   CEO 38%   59%*   Regular employee 34%   Government official or regulator 29%   26%   *Significant  difference  at   the  95%  confidence  level   vs.  2012  global   Q119-­‐126.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaOon  about  a  company  from  each  person,  how  credible  would  the   informaOon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Credible:  Very  +  Extremely  Credible)  Informed  Publics  ages  25-­‐64  in  20  country  global   total  (excludes  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  the  LaOn  America  Region    27          ©  Edelman,  2012.  All  rights  reserved.  
  • 28. Brazilians  trust  in  a  person  like  yourself   CREDIBLE  SPOKESPEOPLE  –  BRAZIL   2011   2012   Academic or expert 87%   A person like yourself 86%   +  8  Technical expert in the company 87%   Technical expert in the company 80%   Financial or industry analyst 86%   Academic or expert 75%   -­‐  12   A person like yourself 78%   Regular employee 55%   -­‐  18   CEO 74%   CEO 53%   -­‐  21   Regular employee 73%   Financial or industry analyst 53%   -­‐  33  Government official or regulator 72%   NGO representative 44%   -­‐  18   NGO representative 62%   Government official or regulator 30%   -­‐  42  Q119-­‐126.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaOon  about  a  company  from  each  person,  how  credible  would  the  informaOon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Credible:  Very  +  Extremely  Credible)  Informed  Publics  ages  25-­‐64  in  Brazil     28          ©  Edelman,  2012.  All  rights  reserved.  
  • 29. Over  the  past  year,  CEO  credibility  drops  significantly  in  Brazil  and  Argen5na   but  stays  stable  in  Mexico   CEO  CREDIBILITY     ArgenOna   Brazil   Mexico   100%   90%   78%   80%   70%   72%   70%   71%   59%   57%   61%   57%   60%   58%   57%   50%   43%   52%   52%   51%   52%   40%   45%   39%   30%   20%   10%   0%   2004   2005   2006   2007   2008   2009   2010   2011   2012   Q119-­‐126.  [A  CEO  of    a  company  TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaOon  about  a  company  from  each   person,  how  credible  would  the  informaOon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Credible:  Very  +  Extremely  Credible)   Informed  Publics  ages  35-­‐64  in    LaOn  America  region  countries  29          ©  Edelman,  2012.  All  rights  reserved.  
  • 30. Government  leaders  less  trusted  than  business  leaders  to  tell  the  truth  in   most  markets,  including  those  in  La5n  America     Business     Leaders   Government   Leaders   %  WHO  DO  NOT  TRUST  THEM  AT  ALL  TO  TELL  THE  TRUTH   73%   69%   69%   66%   66%   65%   60%   51%   53%   50%   51%   50%  50%   48%   46%   47%   46%   46%   46%   44%   43%   43%   42%   41%   40%   40%   38%   36%   36%   34%   36%   34%   34%   30%   27%   28%   29%   26%   23%   24%   24%   21%   17%   17%   14%   15%   13%   14%   10%   11%   9%   10%   5%   Q126A.  [SPLIT  SAMPLE]  How  much  do  you  trust  business  leaders  to  tell  you  the  truth,  regardless  of  how  complex  or  unpopular  it  is?  (%  who  say  they    do  not  trust    them  at  all)  General   PopulaOon  in  25  country  global  total  and  across  25  countries;  Q126B.  [SPLIT  SAMPLE]  How  much  do  you  trust  government  leaders  to  tell  you  the  truth,  regardless  of  how  complex  or   unpopular  it  is?  (%  who  say  they    do  not  trust    them  at  all)  General  PopulaOon  in  25  country  global  total  and  across  25  countries   30          ©  Edelman,  2012.  All  rights  reserved.  
  • 31. Globally,  business  not  mee5ng  public’s  expecta5ons   GLOBAL     LISTENS  TO  CUSTOMER  NEEDS  AND  FEEDBACK   67%   36%   -­‐31   Business   OFFERS  HIGH  QUALITY  PRODUCTS  OR  SERVICES   67%   Importance   48%   -­‐19   Company   Performance   TREATS  EMPLOYEES  WELL   64%   27%   -­‐37   PLACES  CUSTOMERS  AHEAD  OF  PROFITS   62%   26%   -­‐36   TAKES  RESPONSIBLE  ACTIONS  TO  ADDRESS  AN  ISSUE  OR  A  CRISIS   62%   28%   -­‐34   HAS  ETHICAL  BUSINESS  PRACTICES   61%   -­‐29   32%   HAS  TRANSPARENT  AND  OPEN  BUSINESS  PRACTICES   60%   -­‐33   27%   COMMUNICATES  FREQUENTLY  AND  HONESTLY  ON  THE  STATE  OF  ITS  BUSINESS   57%   -­‐31   26%   WORKS  TO  PROTECT  AND  IMPROVE  THE  ENVIRONMENT   55%   -­‐26   29%   ADDRESSES  SOCIETYS  NEEDS  IN  ITS  EVERYDAY  BUSINESS   50%   -­‐20   30%   CREATES  PROGRAMS  THAT  POSITIVELY  IMPACT  THE  LOCAL  COMMUNITY  IN  WHICH  THE   49%   COMPANY  OPERATES   -­‐23   26%   46%   IS  AN  INNOVATOR  OF  NEW  PRODUCTS,  SERVICES  OR  IDEAS   -­‐5   41%   HAS  HIGHLY-­‐REGARDED  AND  WIDELY  ADMIRED  TOP  LEADERSHIP   29%   41%   -­‐12   Closing  the     39%   gap  on   DELIVERS  CONSISTENT  FINANCIAL  RETURNS  TO  INVESTORS   -­‐16   23%   expecta5ons   RANKS  ON  A  GLOBAL  LIST  OF  TOP  COMPANIES,  SUCH  AS  BEST  COMPANIES  TO  WORK   38%   FOR  OR  MOST  ADMIRED  COMPANIES   -­‐7   31%   PARTNERS  WITH  NGOS,  GOVERNMENT  AND  THIRD  PARTIES  TO  ADDRESS  SOCIETAL   36%   ISSUES   19%   -­‐17   Q52-­‐69.  How  important  is  each  of  the  following  acOons  to  building  your  TRUST  in  a  company?  Use  a  nine-­‐point  scale  where  one  means  that  acOon  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  PopulaOon  in  25  country  global  total  (excludes  ‘Don’t  Know’   responses);Q103-­‐118.  Please  rate  [INSERT  COMPANY]  on  how  well  you  think  they  are  performing  on  each  of  the  following  a|ributes.  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  PopulaOon  in  25  country  global  total    31          ©  Edelman,  2012.  All  rights  reserved.  
  • 32. Business  not  mee5ng  public’s  expecta5ons  in  Brazil   BRAZIL     Gap   Business   OFFERS  HIGH  QUALITY  PRODUCTS  OR  SERVICES   76%   Importance   68%   -­‐  8   Company   Performance   TREATS  EMPLOYEES  WELL   72%   45%   -­‐  27   LISTENS  TO  CUSTOMER  NEEDS  AND  FEEDBACK   72%   53%   -­‐  19   71%   HAS  ETHICAL  BUSINESS  PRACTICES   53%   -­‐  18   WORKS  TO  PROTECT  AND  IMPROVE  THE  ENVIRONMENT   69%   -­‐  19   50%   TAKES  RESPONSIBLE  ACTIONS  TO  ADDRESS  AN  ISSUE  OR  A  CRISIS   69%   -­‐  21   48%   68%   -­‐  23   COMMUNICATES  FREQUENTLY  AND  HONESTLY  ON  THE  STATE  OF  ITS  BUSINESS   45%   PLACES  CUSTOMERS  AHEAD  OF  PROFITS   68%   -­‐  23   45%   HAS  TRANSPARENT  AND  OPEN  BUSINESS  PRACTICES   66%   -­‐  16   50%  CREATES  PROGRAMS  THAT  POSITIVELY  IMPACT  THE  LOCAL  COMMUNITY  IN  WHICH  THE   65%   -­‐  19   COMPANY  OPERATES   46%   61%      0   IS  AN  INNOVATOR  OF  NEW  PRODUCTS,  SERVICES  OR  IDEAS   61%   -­‐  9   ADDRESSES  SOCIETYS  NEEDS  IN  ITS  EVERYDAY  BUSINESS   60%   51%   55%   +  2   HAS  HIGHLY-­‐REGARDED  AND  WIDELY  ADMIRED  TOP  LEADERSHIP   57%   RANKS  ON  A  GLOBAL  LIST  OF  TOP  COMPANIES,  SUCH  AS  BEST  COMPANIES  TO  WORK   53%   +  3   FOR  OR  MOST  ADMIRED  COMPANIES   56%   DELIVERS  CONSISTENT  FINANCIAL  RETURNS  TO  INVESTORS   53%   -­‐  7   46%   PARTNERS  WITH  NGOS,  GOVERNMENT  AND  THIRD  PARTIES  TO  ADDRESS  SOCIETAL   49%   -­‐  9   ISSUES   40%   Q52-­‐69.  How  important  is  each  of  the  following  acOons  to  building  your  TRUST  in  a  company?  Use  a  nine-­‐point  scale  where  one  means  that  acOon  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  PopulaOon  in  Brazil  (excludes  ‘Don’t  Know’   responses);Q103-­‐118.  Please  rate  [INSERT  COMPANY]  on  how  well  you  think  they  are  performing  on  each  of  the  following  a|ributes.  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  PopulaOon  in  Brazil   32          ©  Edelman,  2012.  All  rights  reserved.  
  • 33. Government  not  mee5ng  public’s  expecta5ons     GLOBAL     Government   Importance   Government   Performance   67%   LISTENS  TO  CITIZENS  NEEDS  AND  FEEDBACK   17%   -­‐50   66%   HAS  TRANSPARENT  AND  OPEN  PRACTICES   16%   -­‐50   EFFECTIVELY  MANAGES  THE  FINANCIAL  AFFAIRS  OF  THE   65%   COUNTRY   19%   -­‐46   65%   COMMUNICATES  FREQUENTLY  AND  HONESTLY   16%   -­‐49   56%   WORKS  TO  PROTECT  AND  IMPROVE  THE  ENVIRONMENT   18%   -­‐38   PROVIDES  NATIONAL  TRAINING  PROGRAMS  TO  CREATE   54%   EMPLOYMENT  OPPORTUNITIES   18%   -­‐36   CREATES  INNOVATIVE  PROGRAMS  THAT  POSITIVELY  IMPACT   52%   LOCAL  COMMUNITIES   16%   -­‐36   PARTNERS  WITH  BUSINESS  NGOS,  AND  THIRD  PARTIES  TO   41%   ADDRESS  SOCIETAL  ISSUES   14%   -­‐27   Q132-­‐139.  How  important  is  each  of  the  following  acOons  to  building  your  trust  in  government?  Please  use  a  nine-­‐point  scale  where  one  means  that  acOon  is  not  at  all  important  to   building  your  trust  and  nine  means  it  is  extremely  important  to  building  your  trust.  (Top  2  Box  ,  Very/Extremely  Important)  General  PopulaOon  in  25  country  global  total;  Q140-­‐147.   Please  rate  your  government  on  how  well  you  think  they  are  performing  on  each  of  the  following  a|ributes  using  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  PopulaOon  in  25  country  global  total        33          ©  Edelman,  2012.  All  rights  reserved.  
  • 34. Government  not  mee5ng  public’s  expecta5ons  in  Brazil     GOVERNMENT  IMPORTANCE  VS.  PEFORMANCE–  BRAZIL   Government   Importance   Government   Performance   Gap   EFFECTIVELY  MANAGES  THE  FINANCIAL  AFFAIRS  OF  THE   72%   -­‐42   COUNTRY   30%   71%   -­‐42   COMMUNICATES  FREQUENTLY  AND  HONESTLY   29%   70%   -­‐41   HAS  TRANSPARENT  AND  OPEN  PRACTICES   29%   68%   -­‐41   LISTENS  TO  CITIZENS  NEEDS  AND  FEEDBACK   27%   68%   -­‐38   WORKS  TO  PROTECT  AND  IMPROVE  THE  ENVIRONMENT   30%   PROVIDES  NATIONAL  TRAINING  PROGRAMS  TO  CREATE   66%   -­‐34   EMPLOYMENT  OPPORTUNITIES   32%  CREATES  INNOVATIVE  PROGRAMS  THAT  POSITIVELY  IMPACT   63%   -­‐34   LOCAL  COMMUNITIES   29%   PARTNERS  WITH  BUSINESS  NGOS,  AND  THIRD  PARTIES  TO   43%   -­‐19   ADDRESS  SOCIETAL  ISSUES   24%   Q132-­‐139.  How  important  is  each  of  the  following  acOons  to  building  your  trust  in  government?  Please  use  a  nine-­‐point  scale  where  one  means  that  acOon  is  not  at  all  important  to  building  your  trust   and  nine  means  it  is  extremely  important  to  building  your  trust.  (Top  2  Box  ,  Very/Extremely  Important)  General  PopulaOon  in  Brazil;  Q140-­‐147.  Please  rate  your  government  on  how  well  you  think  they   are  performing  on  each  of  the  following  a|ributes  using  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  PopulaOon  in  Brazil        34          ©  Edelman,  2012.  All  rights  reserved.  
  • 35. Despite  lack  of  trust  in  government,  calls  for  increased  regula5ons—especially   in  Mexico  and  Brazil     %  WHO  BELIEVE  GOVERNMENT  DOES  NOT  REGULATE  BUSINESS  ENOUGH     77%   70%   68%   64%   61%   58%   54%   54%   54%   53%   51%   50%  50%   49%   48%   48%   46%   45%   40%   40%   38%   36%   35%   34%   30%   30%   25%   Q130.  When  it  comes  to  government  regulaOon  of  business,  do  you  think  that  your  government  regulates  business  too  much,  not  enough  or  the  right  amount?  (%  who  selected  ‘not   enough’)  Informed  Publics  ages  25-­‐64  in  25  country  global  total  and  across  25  countries   35          ©  Edelman,  2012.  All  rights  reserved.  
  • 36. Role  of  government  in  Brazil:  priori5es   WHICH  OF  THE  FOLLOWING  IS  THE  MOST  IMPORTANT  ROLE  THAT  GOVERNMENT  SHOULD  PLAY  IN  BUSINESS?     BRAZIL       29%        PROTECT  CONSUMERS  from  irresponsible  business  prac5ces   27%          BUILD  INFRASTRUCTURE  that  promotes  and  facilitates  business  opportuni5es   25%        REGULATE  BUSINESS  ACTIVITIES  to  ensure  companies    are  behaving  responsibly   17%          Work  to  ENSURE  FREE  MARKET  ACCESS  AND  OPEN  COMPETITION  within  industries   2%          GIVE  OR  LOAN  MONEY  TO  BUSINESS  when  it  experiences  financial  crisis   1%          Government  SHOULD  NOT  PLAY  A  ROLE  in  business   Q131.  Which  of  the  following  is  the  most  important  role  that  government  should  play  in  business?  Informed  Publics  ages  25-­‐64  in  Brazil  36          ©  Edelman,  2012.  All  rights  reserved.  
  • 37. 37          ©  Edelman,  2012.  All  rights  reserved.  
  • 38. The  dynamic  of  trust  between  business  and  government     2008-­‐2009   2011   2012    Low  trust  in   Government   Dwindling  trust   Business  has  business  and   responds   in  government   flexibility  and  speed  CEOs   Call  for   Business  leaders   increased   more  trusted  than   regulaOon   government  leaders     BUSINESS     CAN  EARN   LICENSE  TO  LEAD   38          ©  Edelman,  2012.  All  rights  reserved.  
  • 39. Business:  from  license  to  operate  to  license  to  lead   GLOBAL     Societal   OperaOonal     CURRENT  TRUST   BUILDING  FUTURE  TRUST   47%  TRUST  BUSINESS   1)  Listens  to  customer  needs  and  feedback   1)  Delivers  consistent  financial  returns   SOCIETAL  ATTRIBUTES             MORE  IMPORTANT  TO   1)  High  quality  products  or  services     2)  Innovator  of  new  products   BUILDING  FUTURE   3)  Treats  employees  well     TRUST     3)  Highly  regarded,  top  leadership     4)  Places  customers  ahead  of  profits     3)  Ranks  on  a  global  list   4)  Takes  acOons  to  address  issue  or  crisis     6)  Has  ethical  business  pracOces     5)  Partners  with  third  parOes   7)  Has  transparent  and  open  business       CURRENT  TRUST   8)  Communicates  frequently  and  honestly     DRIVEN  BY  OPERATIONAL   ATTRIBUTES   9)  Works  to  protect/  improve  environment     10)  Addresses  societys  needs     11)  PosiOvely  impacts  the  local  community     12)  Innovator  of  new  products     13)    Highly  regarded,  top  leadership     14)  Delivers  consistent  financial  returns     15)  Ranks  on  a  global  list     16)  Partners  with  third  parOes    Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  General  PopulaOon  in  25  country  global  total;  Q52-­‐69.  How  important  is  each  of  the  following  acOons  to  building  your  TRUST  in  a  company?  Use  a  nine-­‐point  scale  where  one  means  that  acOon  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  PopulaOon  in  25  country  global  total  (excludes  ‘Don’t  Know’  responses)  *  ‘Current  Trust’  results  based  on  regression  analysis  of  general  populaOon  in  25  country  global  total    39          ©  Edelman,  2012.  All  rights  reserved.  
  • 40. Business:  The  Path  Forward   BRAZIL     Societal   OperaOonal     CURRENT  TRUST   BUILDING  FUTURE  TRUST   55%  TRUST  BUSINESS   1) High  quality  products  or  services 2) Listens  to  customer  needs  and  feedback 1)  High  quality  products  or  services   2) Treats  employees  well 1)  Highly  regarded,  top  leadership   4) Has  ethical  business  pracOces 3)  Partners  with  third  parOes   5) Takes  acOons  to  address  issue  or  crisis 4)  Ranks  on  a  global  list     5) Works  to  protect/improve  environment 7) Places  customers  ahead  of  profits 7) Communicates  frequently  and  honestly 9) Has  transparent  and  open  business 10) PosiOvely  impacts  the  local  community 11) Innovator  of  new  products 12) Addresses  societys  needs 13) Highly  regarded,  top  leadership 14) Delivers  consistent  financial  returns 14) Ranks  on  a  global  list 16) Partners  with  third  parOesQ11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  General  PopulaOon  in  Brazil;  Q52-­‐69.  How  important  is  each  of  the  following  acOons  to  building  your  TRUST  in  a  company?  Use  a  nine-­‐point  scale  where  one  means  that  acOon  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  PopulaOon  in  Brazil  (excludes  ‘Don’t  Know’  responses)*  Current  Trust’  results  based  on  regression  analysis  of  the  general  populaOon   40          ©  Edelman,  2012.  All  rights  reserved.  
  • 41. Earn  License  to  Lead     Exercise  principles-­‐based  leadership,  not  rules  based  performance   Recognize  that  opera5onal  factors  responsible  for  current  trust  won’t   build  future  trust,  societal  and  engagement  behaviors  will   Prac5ce   radical   transparency:   speak   first   to   employees;   report   on   goals   Shape  the  public  discourse  on  issues  of  importance  to  business    41          ©  Edelman,  2012.  All  rights  reserved.  
  • 42. 42          ©  Edelman,  2012.  All  rights  reserved.