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Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
Edelman 2011 trust barometer
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Edelman 2011 trust barometer

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  • 1. 2011 Edelman Trust Barometer Findings
  • 2. Edelman Trust Barometer at a glanceEleventh annual study5,075 people in 23 countries on five continentsAges 25 to 64College-educatedIn top 25% of household income per age groupin each countryReport significant media consumption and engagementin business news and public policy 2
  • 3. The Edelman Trust Barometer in retrospect2010 Trust is now an essential line of business2009 Business must partner with government to regain trust2008 Young influencers have more trust in business2007 Business more trusted than government and media2006 “A person like me” emerges as credible spokesperson2005 Trust shifts from “authorities” to peers2004 U.S. companies in Europe suffer trust discount2003 Earned media more credible than advertising2002 Fall of the celebrity CEO2001 Rising Influence of NGOs 3
  • 4. 1. State of TrustShifting center of gravity
  • 5. Globally, trust increases in all institutions How much do you trust the institution to do what is right? 2010 2011 100% 90% +4 +2 80% +5 +4 70% 61% 60% 57% 56% 54% 52% 49% 50% 47% 45% 40% 30% 20% 10% 0% NGOs Business Government MediaResponses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 5
  • 6. Emerging markets dominate as “business trusters” U.S. drops to within 5 points of Russia How much do you trust business to do what is right? 2010 2011 Trusters Neutral Distrusters100% 90% +19 81% 80% 70% -8 70% 67% 64% +12 62% 59% 62% 61% +12 60% 57% 53% 54% 52% 48% 49% 44% 50% 46% 40% 42% 41% 40% 36% 30% 20% 10% 0% Brazil India Italy China Japan Germany France US UK RussiaResponses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries 6
  • 7. China and Brazil drive rise in trust in government; U.S. now on par with Russia How much do you trust government to do what is right? 2010 2011 Trusters Neutral Distrusters100% +14 88% +46 90% 85% 80% 74% 70% -6 60% -10 51% 49% 50% 43% 45% 46% 42% 43% 44% 43% 43% 39% 40% 36% 38% 38% 39% 40% 33% 30% 20% 10% 0% China Brazil Japan France Italy India UK US Russia GermanyResponses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries 7
  • 8. Developed markets more distrustful of media How much do you trust media to do what is right? 2010 2011 Trusters Neutral Distrusters100% +17 90% +19 80% 80% 73% 70% 63% +12 58% 60% 54% - 11 50% 48% -9 50% 45% 45% 38% 39% 37% 37% 37% 38% 40% 36% 36% 31% 30% 27% 22% 20% 10% 0% China Brazil India Japan France Italy Germany Russia US UKResponses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries 8
  • 9. Trust in NGOs now on par with business in emerging markets More trusted than business in developed markets How much do you trust NGOs to do what is right? How much do you trust business to do what is right? Business NGOs Brazil China U.S. UK/FR/GER100%90% 81% 80%80%70% 63% 59% 61% 63% 59%60% 56% 58% 55% 56% 55% 48% 46% 48%50% 40%40%30%20%10% 0% 2008 2011 2008 2011 2008 2011 2008 2011 Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 9
  • 10. Trust Barometer Index: U.S. drops while BRICs hold in composite scoring 2008 2011 Global ― Global 55 Mexico 69 Brazil 80 China 62 China 73 India 60 Mexico 69 US 53 India 56 Japan 50 Canada 55 S. Korea 50 S. Korea 53 Canada 48 Japan 51 Brazil 48 France 50 France 44 Germany 44 UK 43 US 42 Germany 36 UK 40 Russia 36 Russia 40Composite score is an average of a countries trust in business, government, NGOs, and mediaResponses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 10
  • 11. In U.S., 2011 decline mirrors 2008-2009 drop Only country to see across-the-board fall Trust in Institutions: 2008-2011 Business Government Media NGOs 80% 70% 63% 63% 60% 59% Worldwide 54% Financial Crisis 55% 50% 45% 46% 46% 46% 43% 40% 36% 40% 38% 31% 30% 30% 27% 20% 2008 2009 2010 2011Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 11
  • 12. Trust in BRIC-based companies rises How much do you trust global companies headquartered in the following countries to do what is right? +15 Brazil HQs Russia HQs India HQs China HQs100% 100% +32 100% 100% + 21 + 3290% 86% 90% +12 90% +13 +15 90% 80% +1780% 80% 80% + 15 74% +17 +16 70%70% 65% 70% 70% 65% 70% +33 62% 60% +2060% 60% 60% 56% -6 60% 53% +14 +1550% 44% 50% 43% 50% 50% 45% 40% -6 40% 37%40% 33% 40% -7 40% 30% 28% 27% 30%30% 30% 30%20% 20% 13% 20% 20% 15%10% 10% 10% 10% 0% 0% 0% 0% Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 12
  • 13. Technology firmly on top; automotive rallies. Finance sector at bottom How much do you trust the following industries to do what is right? Trust in Industries – Global Technology 81% Automotive 69% Telecommunications 68% Food and beverage 66% Biotech 65% Retail 65% Entertainment 63% Pharmaceuticals 63% Energy 62% Consumer packaged goods 59% OTC personal health care products 57% Brewing and spirits 57% Media 54% Insurance 52% Banks 51% Financial services 50%Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 13
  • 14. Since financial crisis, banks cannot recoup trust in U.S., while tech stays high worldwide; in two years, auto climbs in the U.S. and China How much do you trust the following industries to do what is right? Technology Banks Automotive +21 2008 2011 +12 2008 2011 2009 2011100% 98% +7 93% 93% 90% 87%90% 85% 83% - 46 82% 80%80% 77% 78% 78% 73% 75% 73% 71% 69%70% - 30 +1760% 53% 49% 48%50% 46%40% 32%30% 25%20% 16%10% 0% China India U.S. U.K. China India U.S. U.K. China India U.S. U.K. Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 14
  • 15. Business and Society Toward shared value
  • 16. What matters for corporate reputation: Quality, transparency, trust, employee welfare most important How important are these factors to corporate reputation? High quality products or services 69% Transparent and honest business practices 65% Company I can trust 65% Treats employees well 63% Communicates frequently 55% Prices fairly 55% Good corporate citizen 51% Innovator 46% Widely admired leadership 39% Financial returns to investors 39%Responses 8-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64 16
  • 17. Expectations high for business to invest in society Corporations should create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value Government should regulate corporations’ activities to ensure business behaves responsibly 100% 91% 89% 89% 89% 90% 85% 85% 85% 82% 82% 82% 81% 81% 80% 79% 78% 78% 80% 74% 74% 73% 72% 73% 71% 71% 70% 69% 70% 66% 67% 67% 62% 61% 63% 61% 63% 63% 62% 56% 57% 58% 60% 53% 53% 49% 50% 48% 50% 55% 44% 42% 40% 30% 20% 10% 0%Informed publics ages 25 to 64 17
  • 18. Roadmap to TrustA new way forward
  • 19. CEOs lead rise in trust in authority, but “person like me” drops amid flight to credentialed spokespeople If you heard information about a company from one of these people, how credible would that information be? 2009 2011 An academic or expert 70% Academic/expert 62% Technical expert within the 64% company Financial/industry analyst 49% A financial or industry analyst 53% Person like yourself 47% CEO 50% NGO representative 41% NGO representative 47% Regular employee 32% Government official 43% CEO 31% Person like yourself 43% Government official 29% Regular employee 34%Responses “Extremely credible” and “very credible”; Informed publics ages 25 to 64 19
  • 20. Search engines “go-to” source; online news second Where do you generally go first for news about a company? Then where do you go? First Source Second Source Online search engine 29% Online news sources 23% Print Online news sources 19% (newspapers/magazines) 17% Print (newspapers/magazines) 15% Online search engine 16% Broadcast (radio/TV) 12% Broadcast (radio/TV) 14% Company website 11% Company website 11% Friends and family 7% Friends and family 10% Social media 5% Social media 7% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%Informed publics ages 25 to 64 20
  • 21. Repetition enhances believability How many times in general do you need to hear something about a specific company to believe that information is likely to be true? Don’t Ten or more know, 2% Once (1), 4% times (10+), 6% Six to Nine times (6-9), 8% Twice (2), 22% Four or Five times (4 - 5), 26% 3-5 times 59% Three times (3), 33%Informed publics ages 25 to 64 21
  • 22. Trust protects reputation When a company is distrusted When a company is trusted 57% will believe negative information after hearing it 1-2 times 51% will believe positive information will believe positive after hearing it 1-2 times 15% information after 25% hearing it 1-2 times will believe negative information after hearing it 1-2 timesInformed publics ages 25 to 64 22
  • 23. ConclusionsBusiness must align profit and purpose for socialbenefitCurrent media landscape plus increasedskepticism requires multiple voices and channelsDemand for authority and accountability set newexpectations for corporate leadershipTrust is a protective agent and leads to tangiblebenefits; lack of trust is barrier to change 23
  • 24. The Transformation of Trust Old Trust Framework New Trust Architecture Control InformationProtect the Brand Stand Alone WHAT Focus Solely on Profit Profit With Purpose 24
  • 25. For more information, or to request theglobal or a country-specific presentation, please contact latraviette.smith@edelman.com

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