Edelman Trust Barometer 2014: Sweden
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Edelman Trust Barometer 2014: Sweden

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Edelman Trust Barometer 2014: Sweden.

Edelman Trust Barometer 2014: Sweden.

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Edelman Trust Barometer 2014: Sweden Presentation Transcript

  • 1. 2014 EDELMAN TRUST BAROMETER SWEDEN RESULTS
  • 2. INSERT HEADLINE SWEDEN TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 65% 63% 51% 58% GOVERNMENT 19% #1 2013 46% NGOS 9% 2013 2 15% 2014 #3 47% 10% 2014 11% #2 2013 2013 BUSINESS 2014 47% 8% 5% 44% #4 6% 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. MEDIA
  • 3. INSERT HEADLINE SWEDEN TRUST IN THE FOUR INSTITUTIONS SINCE 2009 NGOs Media 80% Business Government 70% 64% 60% 60% 55% 55% 65% 62% 63% 58% 53% 54% 53% 50% 49% 40% 47% 52% 41% 46% 51% 47% 44% 38% 36% 35% 2009 2010 30% 37% 38% 2011 2012 20% 3 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
  • 4. INSERT HEADLINE SWEDEN TRUST IN DIFFERENT SOURCES OF INFORMATION Global 65% EU 65% Sweden 60% 64% 54% 53% 47% 45% 41% 40% 35% 34% 23% ONLINE SEARCH ENGINES 4 TRADITIONAL MEDIA HYBRID MEDIA 19% SOCIAL MEDIA 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,. 23% OWNED MEDIA
  • 5. INSERT HEADLINE SWEDEN TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST TRUSTED 80% 68% 65% 65% 60% 58% 57% 49% 47% 37% 28% 24% 23% 22% 19% 11% 5 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,. 11%
  • 6. INSERT HEADLINE SWEDEN TRUST IN DIFFERENT TYPES OF BUSINESSES Global 71% EU Sweden 76% 67% 68% 68% 63% 62% 56% 54% 48% FAMILY-OWNED 6 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED 61% 57% 51% 47% 49% 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. 57% 54% 47% STATE-OWNED
  • 7. INSERT HEADLINE CREDIBILITY OF SPOKESPEOPLE, 2013 VS. 2014 - SWEDEN 2013 2014 69% ACADEMIC OR EXPERT 62% A PERSON LIKE YOURSELF TECHNICAL EXPERT IN THE COMPANY 67% 52% REGULAR EMPLOYEE 42% NGO REPRESENTATIVE GOVERNMENT OFFICIAL OR REGULATOR 47% 2013 vs. 2014 ACADEMIC OR EXPERT 69% 0 A PERSON LIKE YOURSELF 67% +5 TECHNICAL EXPERT IN THE COMPANY 57% -10 REGULAR EMPLOYEE 50% -2 NGO REPRESENTATIVE 50% +8 GOVERNMENT OFFICIAL OR REGULATOR 50% +3 48% +5 FINANCIAL OR INDUSTRY ANALYST 43% FINANCIAL OR INDUSTRY ANALYST BOARD OF DIRECTORS 42% BOARD OF DIRECTORS *SUCCESSFUL ENTREPRENEUR 43% *ENTREPRENEUR 36% -7 CEO 35% -5 40% CEO BLOGGER 15% BLOGGER 39% 16% *Changed from “Successful Entrepreneur” in 2013 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. -3 +1
  • 8. INSERT HEADLINE TRUST IN INDUSTRIES, 2013 VS. 2014 - SWEDEN 2014 2013 66% TECHNOLOGY 2013 vs. 2014 TECHNOLOGY 60% -6 58% -1 CONSUMER ELECTRONICS 59% CONSUMER ELECTRONICS BREWING AND SPIRITS 59% BREWING AND SPIRITS 51% -8 PHARMACEUTICALS 58% PHARMACEUTICALS 49% -9 AUTOMOTIVE 48% -4 52% AUTOMOTIVE CONSUMER PACKAGED GOODS 57% CONSUMER PACKAGED GOODS 46% -11 FOOD AND BEVERAGE 56% FOOD AND BEVERAGE 44% -12 ENERGY 42% -3 40% -10 ENERGY 45% TELECOMMUNICATIONS 50% TELECOMMUNICATIONS ENTERTAINMENT 49% ENTERTAINMENT 37% -12 MEDIA 36% -2 MEDIA 38% BANKS 41% BANKS 34% -7 CONSUMER HEALTH COMPANIES 41% CONSUMER HEALTH COMPANIES 33% -8 CHEMICALS 32% -4 FINANCIAL SERVICES 30% -10 CHEMICALS FINANCIAL SERVICES 8 36% 40% 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.
  • 9. INSERT HEADLINE SWEDEN TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING BUSINESS LEADERS 26% 2013 2014 37% 30% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 23% 28% MAKE ETHICAL AND MORAL DECISIONS 28% 21% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 19% 21% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 9 25% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 17% 21% MAKE ETHICAL AND MORAL DECISIONS 18% 21% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 23% 25% 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.
  • 10. INSERT HEADLINE BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - SWEDEN ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TREATS EMPLOYEES WELL IMPORTANCE PERFORMANCE TRANSPARENT & OPEN ADDRESSES SOCIETY'S NEEDS 59% 19% 56% 16% 53% 17% PROTECTS ENVIRONMENT CUSTOMERS BEFORE PROFITS 62% 22% LISTENS TO CUSTOMERS ACTS RESPONSIBLY IN CRISIS 65% 23% HIGH QUALITY PRODUCTS IS ETHICAL CONSISTENT FINANCIAL RETURNS -31 -27 -26 41% -26 35% 14% 33% 12% 12% -36 41% 15% TOP GLOBAL COMPANY -40 -35 43% 16% INNOVATOR -40 -33 45% 14% 15% PARTNERS WITH NGOS -40 51% 16% COMMUNICATES OFTEN -42 51% 18% POSITIVELY IMPACTS COMMUNITY ADMIRED TOP LEADERSHIP Gap 21% 25% 32% 22% 20% 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; Q11410 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. -21 -21 -11 -13 -2
  • 11. INSERT HEADLINE SWEDEN TRUST IN INDUSTRY SECTORS FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY 47% Banks Food and beverage retailers 52% 47% Insurance Food and beverage manufacturers 50% Renewables Natural Gas Utilities Credit cards / Payments Financial advisory / Asset management Financial services industry overall 11 44% 34% 31% Food Industry overall 48% Food service Fast food restaurants 48% 27% Energy industry overall 70% 43% 39% 36% Mining 32% Oil 30% 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.
  • 12. INSERT HEADLINE PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - SWEDEN PUBLICLY-TRADED 45% RESPONSIVE TO CUSTOMERS' NEEDS 59% 52% ARE ENTREPRENEURIAL 63% 32% RESPONSIVE TO EMPLOYEES' NEEDS 47% 55% 32% RESPONSIVE TO SOCIETY'S NEEDS 34% 45% 49% 18% 21% 50% 52% 38% 38% TOP LEADERSHIP 12 +2 0 29% 28% -1 49% DELIVER CONSISTENT FINANCIAL RETURNS HAVE TOO MUCH POLITICAL INFLUENCE +4 +3 OFFER HIGH QUALITY PRODUCTS OR SERVICES ARE TRANSPARENT IN THEIR BUSINESS PRACTICES +8 +7 41% THINK LONG-TERM +11 +8 40% ACT RESPONSIBLY +14 +10 42% ARE INNOVATIVE ARE PHILANTHROPIC Gap PRIVATELY-HELD 40% 50% 25% 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. -9 -25
  • 13. INSERT HEADLINE MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - SWEDEN 32% 27% 20% 14% 3% 1% REGULATE BUSINESS BUILD PROTECT CONSUMERS WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY ACTIVITIES TO ENSURE INFRASTRUCTURE FROM IRRESPONSIBLE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT COMPANIES ARE THAT PROMOTES AND BUSINESS PRACTICES AND OPEN BUSINESS EXPERIENCES BEHAVING FACILITATES COMPETITION WITHIN FINANCIAL CRISIS RESPONSIBLY BUSINESS INDUSTRIES OPPORTUNITIES 13 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 3% DON'T KNOW
  • 14. INSERT HEADLINE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - SWEDEN The food and beverage industry should be a more active participant in the broader debate in Sweden over solutions to food and nutrition policy issues 63% 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 62% The energy industry should be a more active participant in the broader debate over Sweden energy policy 60% The financial services industry should be a more active participant in the broader debate over the future of the Sweden banking system 55% 14 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
  • 15. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - SWEDEN 87% 86% 85% 76% 54% 46% Communicates clearly and transparently 15 Tells the truth, Engages with Is front and center Is personally involved Has an active media regardless of how employees regularly to during challenging in supporting local presence complex or unpopular discuss the state of times (product recalls, charities and good it is the business lawsuits, etc.) causes 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.
  • 16. INSERT HEADLINE TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - SWEDEN 1 2 3 4 5 PUBLICLY-TRADED BUSINESSES ARE ENTREPRENEURIAL ARE ENTREPRENEURIAL 52% HIGH QUALITY PRODUCTS & SERVICES 63% RESPONSIVE TO CUSTOMERS’ NEEDS 50% HAVE TOO MUCH POLITICAL INFLUENCE 59% ARE INNOVATIVE 50% DELIVER CONSISTENT FINANCIAL RETURNS 55% HIGH QUALITY PRODUCTS & SERVICES 49% ARE INNOVATIVE 16 1 2 3 4 5 PRIVATELY-HELD BUSINESSES 52% THINK LONG-TERM 47% Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics. 49%
  • 17. INSERT HEADLINE GOVERNMENT REGULATION OF BUSINESS AND SECTORS - SWEDEN Not Enough 57% Too Much 53% 45% 38% 15% 6% Government Regulation of Business Government Regulation of Financial Services Industry 9% 8% 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 17 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.