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Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
Robert Phillips ICCO Summit 2011
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Robert Phillips ICCO Summit 2011

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Robert Phillips, CEO of Edelman EMEA, presentation at the 2011 ICCO Summit on the role of Trust

Robert Phillips, CEO of Edelman EMEA, presentation at the 2011 ICCO Summit on the role of Trust

Published in: Education, Business, Technology
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  • 1. WHO DO WE TRUST?Robert PhillipsPresident & CEO Edelman EMEAEdelman
  • 2. TEN YEARS OF TRUST DATA Business more U.S. companies trusted than in Europe suffer Trust protects government reputation trust discount and media Business must “A person partner with Earned like me” government media more emerges as to regain trust credible credible Rising than spokespersonInfluence of advertising Trust is now NGOs Young an influencers essential Trust shifts line of Fall of the from have more trust in business celebrity “authorities” CEO to peers business 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 3. TRUST PROTECTS REPUTATIONWhen a company When a companyis distrusted is trusted 57%information negative will believe after hearing it 1-2 times 51% will believe positive information after hearing it 1-2 15% times 25% will believe will believe positive negative information information after hearing after hearing it 1-2 times it 1-2 times
  • 4. celebrate complexity
  • 5. TRUST IN GOVERNMENT IS HIGHER IN RUSSIA & CHINA THAN US & UK90%80%70% 72%60%50% 46% 39%40% 37%30%20% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 6. TRUST IN INSTITUTIONS90%80%70% 63% 63% 55%60% NGOs 59% 54% 45% 46%50% BUSINESS 46% 36% 43% 46% GOVERNMENT40% 40% 31%30% 38% 30% MEDIA 27%20% 2008 2009 2010 2011
  • 7. “Here is the fact of the age. People believe nothing. They believe everything is spin and lies. Whenpeople believe nothing, they believe anything” Peggy Noonan
  • 8. SHARED VALUES PAYS DIVIDENDS70% 65% 69% ENERGY COMPANY 65% FOOD & BEVERAGE COMPANY 58%60% 61% 53% 56% RETAIL COMPANY 55%50% 45%40% 2009 2010 2011
  • 9. Profit Needs Purpose
  • 10. 70% NGOS ARE TRUSTED60% 59% 54% 52% 53% 48% 53%50%40% 36% 31% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 11. SIX MACRO TRENDS1. Shift from Shareholder to a Stakeholder Society2. The oscillating fortunes of Governments3. The continued rise of Civil Society & Citizenship4. The continued dispersion of authority5. Transparency & Accountability6. The convergence of everything
  • 12. celebrate complexity
  • 13. MEANINGFUL. CONTINUOUS.PARTICIPATION.
  • 14. transparency Treats employees well quality employee welfare HIGH QUALITY TRUST products or services TRUST to investors financial returns consistent Delivers services & ideas innovator of new products,Communicates FREQUENTLY & HONESTLY on state of its business GOOD CORPORATE CITIZENA COMPANY I CAN TRUST prices its brands fairly & competitivelytransparent & HONEST business practices HIGHLY-REGARDED & widely ADMIRED top leadership

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