Edelman Trust Barometer, Nationalmuseum 2012-01-26

2012 EDELMAN TRUST BAROMETER METOD Indikerar global data Indikerar svensk data Tolfte årliga studien – genomfördes i slutet av 2011 Webbenkät i 25 länder Över 30 000 respondenter 1 000 general population-respondenter i Sverige I åldrarna 18 och uppåt Oversample informed publics 200 respondenter i Sverige Åldersgrupp 25-64 Höginkomsttagare (topp 25%) Högskole-/universitetsexamen Uppger att de konsumerar nyhetsmedia flera gånger i veckan och följer debatten löpande * This year Informed Publics were surveyed via online methodology instead of telephone5 © Edelman, 2012. All rights reserved.

EN TID AV SKEPSISSVERIGE TILLHÖR NUMER GRUPPEN “DISTRUSTERS” 2011 2012 GLOBAL 55 GLOBAL 51 Brasilien 80 > Kina 76 UAE 78 UAE 68 Indonesien 74 Singapore 67 Kina 73 Indien 65 TRUSTERS Holland 73 Indonesien 63 Mexiko 69 Mexiko 63 Singapore 67 Holland 61 Argentina 62 Kanada 58 Indien 56 Italien 56 Italien 56 Argentina 54 NEUTRAL Kanada 55 Australien 53 Sydkorea 53 Brasilien 51 Sverige 52 Sverige 49 Japan 51 USA 49 Australien 51 Sydkorea 44 Spanien 51 Polen 44 Frankrike 50 Storbritannien 41 Polen 49 Irland 41 DISTRUSTERS Tyskland 44 Frankrike 40 USA 42 Tyskland 39 Storbritannien 40 Spanien 37 Ryssland 40 Japan 34 Irland 39 Ryssland 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 6 © Edelman, 2012. All rights reserved.

“I think Publics are asking for three things - business competence (making money); social imperatives (treating employees well; being a force for good); and engagement behaviors (transparency; frequent communications).” Robert Phillips, CEO Edelman EMEA8 © Edelman, 2012. All rights reserved.

NGO:erINTRESSEORGANISATIONER

NGO:er ÖVER TIDEN UR ETT GLOBALT PERSPEKTIV 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 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)11 © Edelman, 2012. All rights reserved.

NGO:er I EUROPA - BARA RYSSLAND HAR LÄGRE FÖRTROENDE 2011 74% 72% 2012 70% Sverige 60% 61% 60% 59% -12 % 56% 55% 58% 58% 55% 54% 53% 53% 53% 48% 51% 51% 42% 41% 28% Q11-14. [Non-governmental organizations (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 and UAE) and across 25 countries13 © Edelman, 2012. All rights reserved.

FÖRTROENDE FÖR DEN OFFENTLIGA SEKTORN 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 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)15 © Edelman, 2012. All rights reserved.

FÖRTROENDERAS FÖR OFFENTLIGA SEKTORN I EUROPA, SVERIGE STADIGT 2011 75% 2012 64% 62% 61% 52% 49% 45% 43% 43% 42% 43% 38% 39% 35% 33% 33% 31% 31% 28% 26% 20% 20% Global Globalt Ireland Irland Germany Tyskland Sverige Sweden U.K. Storbritannien Russia Ryssland Poland Polen Italy Italien Netherlands Holland France Frankrike Spain Spanien Q11-14. [Government 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 and UAE) and across 25 countries16 © Edelman, 2012. All rights reserved.

HUR MÅNGA LITAR INTE PÅ ATT LEDARE SÄGER SANNINGEN OAVSETT HUR KOMPLICERAD ELLER ILLA OMTYCKT DEN ÄR? Företagsledare Ledare inom regeringen 73% 69% 69% 66% 66% 65% 51% 50% 51% 48% 46% 47% 46% 44% 42% 40% 36% 34% 34% 27% 26% 23% Globalt Italien Spanien Irland Storbritannien Frankrike Tyskland Ryssland Polen Holland Sverige 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 Population 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 Population in 25 country global total and across 25 countries17 © Edelman, 2012. All rights reserved.

REGLERING AV FÖRETAG I SVERIGE IDAG 13 % 36 För mycket Inte tillräckligt Q130. When it comes to government regulation 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 countries18 © Edelman, 2012. All rights reserved.

FÖRETAGEN IDAG - OCH VÄGEN FRAMÅT: VAD DRIVER FÖRTROENDE? CURRENT TRUST BUILDING FUTURE TRUST 45% TRUST BUSINESS 1) High quality products or services 1) Listens to customer needs and feedback 2) Treats employees well 2) Innovator of new products 3) Listens to customer needs and feedback 4) Takes actions to address issue or crisis 3) Delivers consistent financial returns 5) Has ethical business practices 6) Places customers ahead of profits 7) Works to protect/improve environment 8) Has transparent and open business 9) Communicates frequently and honestly 9) Addresses societys needs 9) Positively impacts the local community 12) Highly regarded, top leadership 13) Innovator of new products Societal 13) Partners with third parties Operational 15) Delivers consistent financial returns 16) Ranks on a global listQ11-14. [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 “trustthem a great deal”. (Top 4 Box, Trust) General Population in Sweden; Q52-69. 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 importantto building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)General Population in Sweden (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population21 © Edelman, 2012. All rights reserved.

ÅRETS FÖRTROENDEVINNARE OCH FÖRLORARE BLAND SVERIGES BRANSCHER 2011 2012 + 12 -9 - 18Q16-26. [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 onemeans 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 Sweden22 © Edelman, 2012. All rights reserved.

FÖRTROENDEGAPET VDn VS. MEDARBETAREN TROVÄRDIGA TALESPERSONER I FÖRETAGEN 2011 2012 + 26 + 24 -9 - 13Q119-126. [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 crediblewould the information 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 Sweden24 © Edelman, 2012. All rights reserved.

FÖRTROENDE: FÖRETAGEN NÄRMAR SIG TÄTEN TRUST IN INSTITUTIONS - SWEDEN 2011 Informed Public 2012 Informed Public 2012 General Public Government Business Media NGOs 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) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)25 © Edelman, 2012. All rights reserved.

LÄKEMEDEL STABILA ÖVER ÅREN TRUST IN INDUSTRIES – SWEDEN 2011 2012 +/- 0Q16-26. [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 onemeans 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 Sweden27 © Edelman, 2012. All rights reserved.

… MEN ALLA LÄNDER ÄR INTE LIKA STABILA 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 35-64 in Sweden29 © Edelman, 2012. All rights reserved.

HÖGST FÖRTROENDE FÖR AKADEMIKER OCH EXPERTERSOM TALESPERSONER 70 % 70 2011 2012 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 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)30 © Edelman, 2012. All rights reserved.

FORTSATT LÅGT FÖRTROENDE FÖR FINANSBRANSCHEN 2011 2012 -4 -2Q16-26. [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 onemeans 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 Sweden32 © Edelman, 2012. All rights reserved.

LÄGRE FÖRTROENDE FÖR FINANSIELLA TJÄNSTER I SVERIGE 2011 -3 % 2012 -2 % 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 Ireland, The Netherlands, Poland, Spain, Sweden and the UAE33 © Edelman, 2012. All rights reserved.

BANKER I USA & STORBRITANNIEN VISAR PÅ STORA ÅTERHÄMTNINGAR Förtroende för banker 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 Ireland, The Netherlands, Poland, Spain, Sweden and the UAE34 © Edelman, 2012. All rights reserved.

FÖRTROENDET SJUNKER FÖR FINANSANALYTIKER SOM TALESPERSONER 48 % 35 2011 2012 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 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)35 © Edelman, 2012. All rights reserved.

MEDIEBRANSCHEN NÅGOT ÖKAT FÖRTROENDE 2011 2012 +8Q16-26. [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 onemeans 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 Sweden38 © Edelman, 2012. All rights reserved.

STABILT FÖRTROENDE FÖR MEDIA I ROLLEN SOM TREDJE STATSMAKT 2011 Informed Public 2012 Informed Public 2012 General Public Offentliga Företag Sektorn Media NGO:er 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) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)39 © Edelman, 2012. All rights reserved.

TRADITIONELLA MEDIER STORVINNARE I ROLLEN SOM INFORMATIONSKÄLLA OM FÖRETAG 2011 Informed Public 2012 Informed Public + 21 TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information 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 information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Sweden41 © Edelman, 2012. All rights reserved.

TOPPLISTAN: INFORMATIONSKÄLLORNA MED HÖGST FÖRTROENDE Förtroende 2012 (förtroende 2011) Radio / radionyheter 60 % (33 %) +27 TV / TV-nyheter 56 % (28 %) +28 Dagstidningar & tidskrifter 42 % (28 %) +14 Företagskommunikation 25 % (19 %) +6 Nyheter/RSS-flöden 24 % (17 %) +7 Sökmotorer 22 % (22 %) +-0 Sociala nätverk ex Facebook 8 % (5 %) +3 Videosidor ex YouTube 7 % (8 %) -1 Företags- och produktreklam 6 % (5 %) +1 Bloggar 4 % (9 %) -5 Mikrobloggar ex Twitter 4 % (7 %) -342 © Edelman, 2012. All rights reserved.

EN TID AV SKEPTISISM SKAPAR BEHOV AV REPETITION Tre till fem gånger 63%Q148. [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 beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Sweden 44 © Edelman, 2012. All rights reserved.

BUDSKAP BEHÖVER HÖRAS… 6 % 76 En gång Tre gånger eller fler Q130. When it comes to government regulation 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 countries45 © Edelman, 2012. All rights reserved.

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Edelman Trust Barometer, Nationalmuseum 2012-01-26

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