Trust 2014   indonesia and global
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  • Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).
  • Note, Trust a great deal has declined slightly in media – possibly reflecting consolidated ownership by a number of politically linked businessmen. With elections coming up for the DPR and president, people are not trusting media quite deeply or giving it such authority. However, this is only a very marginal fall.
  • The surprising rapid rise in trust in NGOs is the big news – we will discuss this in more detail on the following slides.In terms of government, there has been a 6% rise; a rise in trust despite multiple corruption scandals engulfing major political parties and senior government officials. What could be driving this? [next slide]
  • Why a rise in government trust? – Trust in government has gone up, despite high-profile corruption scandals and criticism. What we have seen this year is Indonesia’s new generation of leaders coming through with new ideas and new ways of doing things. They are trusted and they are popular. The election of Jokowi and Ahok had a transformative effect across Indonesia’s political landscape. Jokowi was in touch with the people, he gets things done, he knows how to communicate and connect. His Deputy Ahok instills fear in complacent Jakartan officials and brings them to account on YouTube for their actions by sharing the meetings online. From Bandung to Surabaya, new regional government leaders empowered by decentralization are rising through the ranks of Indonesian regional leadership and achieving national acclaim. This builds trust and hope in government.The other possible reason is that the KPK is holding high level officials to account – even at a national government level. There might have a lot of corruption scandals in the press, but this just goes to show that the KPK is becoming more confident and assertive at tackling government corruption. People maybe trusting government more as a result.
  • This rise could be down to a number of reasons – we can only speculate, but we have observed a number of factors over the last year.Donor funding is drying up, so there is less funding for NGOS generally and when donors do give money they expect better transparency, ethics and standard operating procedures. The NGOS that do receive funding are a more select grouping and are ‘better’ NGOS in terms of there accountability standards.The other factor is the increasing influence of ‘corporate NGOS’ - NGOs that partner with corporate businesses or are linked to CSR programs that the business may run. Businesses run their NGOS like businesses! They expect full accountability, best practice standards, performance reviews and ethical practices, especially in terms of budgets. These NGOS are forced to act more transparently.
  • High trust in information is great news for us and great news for business! It is also worth noting that trust in information is markedly higher in Indonesia than the global average. For business, a focus on engagement across traditional, hybrid and social is key – but also your OWN content. New tools such as Outbrain allow us to amplify content across channels too. Creating great content is crucial. Putting your money on owned works.
  • Why? Many analysts, such as those that spoke at the recent Economist Indonesia Summit, raised the issue of Indonesia still being a ‘command and control economy’ in which the pervasive influence of SOEs can sometimes dominate and distort the market. Many analysts also expressed the issue of not being able to bid against SOEs for government contracts and the lack of transparency. Corruption and favoritism is a concern among many industry players.This is why publically traded companies have high trust levels – they are forced to be more transparent, accountable and act more ethically.
  • Why? Government officials and regulators might be riding high on the success of the KPK and Indonesia’s new popular political leaders, which might account for the boost. They are still second from bottom overall though.Academics or Experts are still highly credible, but have seen a drop. This might be due to the increasing trend of Academics and Experts having vested interests.
  • Why? Quality alcohol from the Brewing and Spirits industry is increasingly in demand as more middle class liberal Indonesians enjoy up-scale bars and restaurants. Quality alcohol is also being more heavily marketed in the country. These two reasons might contribute to this +7% rise.It is interesting to see a decline in financial services, despite the Indonesian Financial Regulator OJK requiring financial service providers to undertake more CSR efforts – down 5%.The energy sector – specifically the oil and gas sector – has experienced serious corruption scandals this year, most notably implicating the head of SKKMigas, the upstream oil and gas regulator. This might account for the 5% fall.
  • This has implications for politics and the upcoming elections. There is a lack of trust in government leaders. Business leaders are perceived as better decision makers. To be a successful political leader, the public will be more attracted to leaders who either are or behave like businessmen, for example Jakarta Deputy Governor Ahok, a former businessman who is bringing business accountability standards to the Jakarta administration.However…would a popular newly elected president change this gap… (eg Jokowi)
  • - Social issues – ethics and environment score highly. Social issues are important. Looking after employees and acting ethically are the highest social trust drivers. This is important for businesses wanting to build trust in Indonesia. - A focus on customer service and listening to their needs though is at number one – consumers demanding better and quality service. A 22% gap between importance and actual performance. Acting ethically sees the biggest gap in expectations at a 25% mismatch.
  • It will be no surprise that Indonesians want more infrastructure – anyone living in Jakarta knows infrastructure needs improving, the interesting fact is that Indonesians expect government to take the lead role in doing this as a priority issue. The government is vital in making this happen and Indonesian know this. The private sector needs incentives from government. Government needs to lead. The other interesting issue is the lack of focus Indonesians put on free market access, only 5% say this is an important government role as opposed to 18% globally. This is a circle government will need to square with the upcoming ASEAN Economic Community 2015, which focuses on market access…
  • There is a serious need for Indonesians to learn about what the ASEAN Economic Community will mean and the benefits that greater integration free trade and regulatory streamlining will bring.
  • These results don’t mean Indonesians are calling for more red-tape and bureaucracy, what these results likely mean is that Indonesians want to ensure that they get better service, better quality and companies act in a more accountable and transparent way. Remember, ‘Listens to Customers’ is the most important trust driver for Indonesians.What do the results say? Across the board, from financial services to energy to food, Indonesians want the government to regulate these industries more closely. - For financial services Indonesians are demanding oversight to ensure their investments and money is safe- In energy Indonesians will be looking for government to ensure companies act ethically, address environmental concerns and look after their people- In the food and beverage industry, Indonesians want better standards – it is shocking that in Jakarta, the city has no food and health inspection body to check restaurants’ sanitation and food safety. It is also of note that ‘Halal’ labels can be ‘bought’ from the Ministry of Religion.
  • CEOs need to be about real action and real content. Having a media presence is not enough. Honesty, transparency and leadership during a crisis drive trust globally and in Indonesia. ACTIONS matter not media coverage alone.
  • There is a role for government in business and making things happen; there is also a role for business partnering with government and playing an active and leading role in society. This is the time for business to lead and capitalise on its trust advantage.

Trust 2014   indonesia and global Trust 2014 indonesia and global Presentation Transcript

  • 2014 EDELMAN TRUST BAROMETER GLOBAL RESULTS
  • EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents GLOBAL INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data 2
  • EDELMAN TRUST BAROMETER IN RETROSPECT 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 2010 TRUST IS NOW AN ESSENTIAL 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 SHIFTS FROM “AUTHORITIES” TO PEERS 2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT 2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING 2002 FALL OF THE CELEBRITY CEO 2001 RISING INFLUENCE OF NGOS 3
  • THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS – LEVELS OF TRUST IN INDONESIA HAVE INCREASED DISTRUSTERS NEUTRAL TRUSTERS A +10 pts. trust rise for Indonesia since last year 2013 2014 GLOBAL 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts. 4
  • SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC – A 10 POINT GAP IN INDONESIA ALSO 2014 2014 TRUSTERS GLOBAL DISTRUSTERS NEUTRAL Why the big global difference from informed to general public? 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS:      UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) 5
  • TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 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 in 20country global total. 6
  • SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 56% 45% 47% 43% 63% 60% 53% 53% 48% 44% 65% 63% 60% 57% 43% 40% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. 7 50% 45% 41% 42% 33%34% 32% 58% 54% Q11-14. [GOVERNMENT IN GENERAL] 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, 20-country global total.
  • TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING MARKETS SOAR – INDONESIA SEES HIGHER TRUST TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 70% 63% 59% 64% 58% 45% 39% 40% 73% 71% 62% 61% 58% 56% 56% 52% 53% 49% 48% 77% 62% 58% 57% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 58% 54% 51% 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. 8 Q11-14. [BUSINESS IN GENERAL] 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, 20-country global total. 60% 56% 56% 50% 49% 45% 45%
  • GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINESS GOVERNMENT HIGHER TRUST IN GOVERNMENT HIGHER TRUST IN BUSINESS 88% 20+ PT. HIGHER TRUST IN BUSINESS 82% 79% 73% 72% 29 POINT GAP IN INDONESIA 82% 76% 77% 75% 71% 70% 63% 63% 58% 58% 58% 53% 50% 62% 57% 54% 56% 53% 53% 51% 45% 44% 45% 45% 38% 37% 41% 42% 43% 60% 59% 56% 54% 49% 49% 45% 45% 43% 43% 51% 45% 39% 34% 32% 28% 27% 24% 23% 17% 19% 21% 18% Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] 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, 20country global total. 9
  • HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009 BUSINESS 70% GOVERNMENT 60% 54% 58% 56% 58% trust gap between business and government 53% 50% 52% 50% 48% 47% 44% 43% 43% 40% 30% 2009 2010 2011 2012 2013 14 point 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 nine10 means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total.
  • FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE EXCEPT IN ASIA TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION ASIA TRUSTS PUBLICALLY TRADED BIG FIRMS; WARY OF FAMILY OWNED OLIGARCHIES FAMILY-OWNED SMALL- & MEDIUM-SIZED INDONESIA IS THE SAME; PUBLICALLY TRADED AND BIG BUSINESS IS MOST TRUSTED PUBLICLY-TRADED PRIVATELY-HELD 85% 71% 68% 74% 63% 62% 61% GLOBAL 62% 65% 76% 73% 62% 54% 63% 68% APAC EU STATE-OWNED 91% 81% 78% 87% 90% 73% 68% 60% 63% 57% 48% BIG BUSINESS 47% 47% 45% 46% NORTH AMERICA INDONESIA 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, 27-country global total. 11
  • GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 71% 70%70% 66% 59% 55% 57% 60% 57% 54% 61% 58% 63% 68% 63% 61% 61% 54% 54% 52% 47% 60% 59% 66% 48% 42% 49%48% 47% 44% 43% 40% 51% 47% 50% 45% 45% 41% 42% 38% 35% 37% 50% 50% 40% 45% 40% 30% 26% 19% N.A. 12 Q11-14. [MEDIA IN GENERAL] 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, 20-country global total.
  • INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS COUNTRY OF ORIGIN (HEADQUARTERS) ENTERPRISE TYPE 13
  • TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL TRUST IN INDUSTRIES, 2009 VS. 2014 2009 2014 76% TECHNOLOGY 58% AUTOMOTIVE 56% FOOD AND BEVERAGE 2009 VS. 2014 79% TECHNOLOGY 70% AUTOMOTIVE +3 +12 FOOD AND BEVERAGE 66% +10 65% +11 CONSUMER PACKAGED GOODS 54% CONSUMER PACKAGED GOODS ENERGY 55% ENERGY 59% +4 PHARMACEUTICALS 59% +6 PHARMACEUTICALS MEDIA BANKS 53% 43% 47% MEDIA 51% +8 BANKS 51% +4 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, 20-country global total. 14
  • THE TOP THREE AND BOTTOM THREE MARKETS FOR TRUST IN FINANCIAL SERVICES, FOOD & BEVERAGE AND ENERGY INDUSTRIES LEVELS OF TRUST IN INDUSTRY – TOP THREE & BOTTOM THREE COUNTRIES FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY China 76% India 79% India 81% Indonesia 74% Mexico 76% China 78% UAE 76% UAE 76% India 70% Spain 24% Turkey 43% Germany 36% Ireland 23% Russia 43% Sweden 36% Germany 23% Poland 42% U.K. 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 31% 15
  • FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM 2013. CREDIBILITY OF SPOKESPEOPLE +5 2014 2009 GLOBAL 2009 VS. 2014 ACADEMIC OR EXPERT 62% A PERSON LIKE YOURSELF +4 FINANCIAL OR INDUSTRY ANALYST +9 +20 +12 +7 76% TECHNICAL EXPERT TECHNICAL EXPERT* +15 70% 67% ACADEMIC OR EXPERT NGO REPRESENTATIVE NGO REPRESENTATIVE REGULAR EMPLOYEE 32% REGULAR EMPLOYEE CEO 31% CEO GOVERNMENT OFFICIAL OR REGULATOR 29% 0% 20% 40% 60% 62% FINANCIAL OR INDUSTRY ANALYST 41% GOVERNMENT OFFICIAL OR REGULATOR 66% 62% A PERSON LIKE YOURSELF 47% 49% 66% 80% 53% 34% 52% 42% 52% 54% 43% 31% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 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, 20country global total. *Indonesia and Technical Expert Not Tested in 2009 16
  • BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL NOT ENOUGH REGULATION GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY 53% TOO MUCH REGULATION UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY 51% CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 48% 42% 27% 16% Government Regulation of Business Government Regulation of Financial Services Industry 17% 12% 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, 27-country global total. 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, 27-country global total. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27country global total. 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, 27-country global total. 17
  • BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS 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 79% The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy 74% 65% The food and beverage industry should be a more active participant in the broader debate in [COUNTRY] over solutions to food and nutrition policy issues 74% 89% The financial services industry should be a more active participant in the broader debate over the future of the [COUNTRY] banking system 71% 47% Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total. 18
  • BUSINESS TO LEAD THE DEBATE FOR CHANGE Participate Partner, listen and build relationships to inform strategy. Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed. 19
  • 2014 EDELMAN TRUST BAROMETER INDONESIA RESULTS
  • TRUST MAKES THE DIFFERENCE. Who to vote for. What product to buy. Which industry to invest in.
  • The Big News for this Year? Rapid Rise in Trust For Business and NGOs • A startling 22% rise in the level of trust in NGOs amongst informed publics, after years of decline. • An also surprising rise in trust in government, up a total of 6% from last year. Business as the most trusted institution at 82%, with a renewed leadership position and expectations of the public that business can play a central and positive role in shaping society.
  • TOTAL TRUST HAS INCREASED ACROSS ALL FOUR INSTITUTIONS, BIG INCREASE IN TRUST FOR BUSINESS AND NGOS INDONESIA TRUST IN THE FOUR INSTITUTIONS: BUSINESS, MEDIA, NGOS AND GOVERNMENT, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 82% 74% BUSINESS 26% #1 2013 77% 30% 30% 2014 HUGE RISE +22% #2 2013 26% MEDIA 2014 73% 51% NGOS 78% 14% 2013 #3 53% 47% 23% 2014 14% 2013 #4 19% GOVERNMENT 2014 THERE IS A BIG DIFFERENCE IN THE LEVELS OF TRUST IN DIFFERENT INSTITUTIONS IN INDONESIA, COMPARED TO THE GLOBAL RESULTS 23 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.
  • A RISE IN TRUST ACROSS THE BOARD – WITH SURPRISE RISES FOR NGOS AND GOVERNMENT INDONESIA TRUST IN THE FOUR INSTITUTIONS SINCE 2009 NGOs Media 100% Business Government 90% 80% 77% 86% 80% 80% 75% 77% 73% 78% 70% 60% 64% 62% 50% 46% 40% 62% 74% 66% 62% 82% 78% 53% 51% 53% 52% 47% 45% 40% 30% 2009 24 2010 2011 2012 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
  • WHY A RISE IN GOVERNMENT TRUST? A NEW GENERATION OF POLITICAL LEADERS AND AN INCREASINGLY ASSERTIVE KPK. 25
  • HUGE RISE IN TRUST FOR NGOS – A 22% INCREASE. WHY? BETTER STANDARDS AND THE RISE OF THE CORPORATE NGO. INDONESIA TRUST IN NGOS SINCE 2009 NGOs 100% NGOs A HUGE TURNAROUND: WHY? 90% 80% 73% 70% 66% 60% 53% 50% 46% 51% 52% 40% 30% 2009 26 2010 2011 2012 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
  • INDONESIANS TRUST ALL SOURCES OF INFORMATION HIGHLY. THIS INCLUDES OWNED CONTENT… INDONESIA TRUST IN DIFFERENT SOURCES OF INFORMATION 2014 Global APAC Indonesia 88% 81% 74% 73% 72% 65% 80% 65% 65% 57% 54% 47% ONLINE SEARCH ENGINES 27 TRADITIONAL MEDIA 73% HYBRID MEDIA 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 9point 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. 54% 45% OWNED MEDIA
  • FROM THE 2013 EMERGING MARKET SUPPLEMENT, INDONESIAN HEADQUARTERED COMPANIES ARE THE MOST TRUSTED OF THE EMERGING MARKETS, BUT STILL LESS SO THAN DEVELOPED MARKET BASED MNCS MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES – INDONESIAN VIEW Developed Markets 87% 91% 89% 85% Emerging Markets 57% 84% 71% 65% 61% 55% 50% 51% 50% 45% Germany 28 UK France US Indonesia Russia China Brazil Mexico India Q8. [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 Ages 25-64 in 9-country global total South Africa
  • INDONESIANS TRUST PUBLICLY-TRADED, BIG BUSINESS AND PRIVATELY HELD COMPANIES THE MOST. STATE OWNED ENTERPRISES ARE THE LEAST TRUSTED. INDONESIA TRUST IN DIFFERENT TYPES OF BUSINESSES Global APAC Indonesia MUCH HIGHER THAN APAC 91% 90% 87% 81% 73% 71% 62% 74% 68% 65% 63% 73% 62% 62% 63% 61% 68% 54% FAMILY-OWNED 29 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED 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. STATE-OWNED
  • TECHNICAL EXPERTS AND ACADEMICS STILL MOST CREDIBLE, BUT HAVE SEEN A DROP. BIG RISE IN CREDIBILITY OF GOVERNMENT OFFICIALS AND REGULAR EMPLOYEES. CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - INDONESIA 2013 2014 TECHNICAL EXPERT IN THE COMPANY BIG GAINS • Government Official or Regulator +9 • Regular Employees +8 80% TECHNICAL EXPERT IN THE COMPANY ACADEMIC OR EXPERT 77% ACADEMIC OR EXPERT 67% A PERSON LIKE YOURSELF FINANCIAL OR INDUSTRY ANALYST *SUCCESSFUL ENTREPRENEUR 64% 60% 55% CEO 48% BOARD OF DIRECTORS BIG DROP • Academic or Expert -7 2013 vs. 2014 76% 70% A PERSON LIKE YOURSELF FINANCIAL OR INDUSTRY ANALYST 66% 62% 58% *ENTREPRENEUR CEO 54% BOARD OF DIRECTORS 53% REGULAR EMPLOYEE 34% REGULAR EMPLOYEE NGO REPRESENTATIVE 31% NGO REPRESENTATIVE GOVERNMENT OFFICIAL OR REGULATOR BLOGGER 22% 26% 42% 34% GOVERNMENT OFFICIAL OR REGULATOR 31% BLOGGER 30% *Changed from “Successful Entrepreneur” in 2013 30 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. -4 -7 -1 -2 -2 -1 +5 +8 +3 +9 +4
  • TRUST IN INDUSTRIES REMAINS LARGELY UNCHANGED, HOWEVER, THERE WAS A NOTABLE GAIN IN TRUST FOR BREWING AND SPIRITS GLOBALLY, TRUST IN BANKS IS AT 51% DUE TO THE LEGACY OF THE FINANCIAL CRISIS ; A CRISIS THAT BARELY AFFECTED INDONESIA TRUST IN INDUSTRIES, 2013 VS. 2014 - INDONESIA 2014 2013 2013 vs. 2014 93% -1 TECHNOLOGY 94% TECHNOLOGY AUTOMOTIVE 93% AUTOMOTIVE 90% -3 CONSUMER ELECTRONICS MANUFACTURING 92% CONSUMER ELECTRONICS MANUFACTURING 88% -4 TELECOMMUNICATIONS 89% TELECOMMUNICATIONS 88% -1 BANKS 90% BANKS 87% -3 87% PHARMACEUTICALS 83% PHARMACEUTICALS -4 FOOD AND BEVERAGE 84% FOOD AND BEVERAGE 80% -4 ENERGY 84% ENERGY 79% -5 CONSUMER PACKAGED GOODS 79% -1 FINANCIAL SERVICES 78% -6 MEDIA 78% -3 ENTERTAINMENT 77% -1 80% CONSUMER PACKAGED GOODS 84% FINANCIAL SERVICES 81% MEDIA 78% ENTERTAINMENT 76% CONSUMER HEALTH COMPANIES 71% CHEMICALS BREWING AND SPIRITS 31 36% CONSUMER HEALTH COMPANIES 74% -2 CHEMICALS 74% +3 BREWING AND SPIRITS 43% 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. +7
  • TRUST BREAKDOWN BY SECTOR INDONESIA TRUST IN INDUSTRY SECTORS FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY Banks Financial services industry overall Financial advisory / Asset management 79% 71% 65% Food service Food Industry overall Food and beverage manufacturers Credit cards / Payments 62% Fast food restaurants Insurance 60% Food and beverage retailers 32 ENERGY INDUSTRY Renewables 76% Energy industry overall 74% 76% 74% Utilities 69% Oil 67% Natural Gas 66% Mining 66% 74% 68% 60% 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.
  • BUSINESS LEADERS ARE MUCH MORE TRUSTED THAN GOVERNMENT LEADERS – INDONESIANS BELIEVE THAT BUSINESS IS MORE LIKELY TO DO THE RIGHT THING. TRUST IN BUSINESS LEADERS IS CONSIDERABLY HIGHER THAN THE GLOBAL AVERAGE TOO. INDONESIA TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING 2013 2014 BUSINESS LEADERS 48% 48% 40% 40% 27% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS MAKE ETHICAL AND MORAL DECISIONS 3.4X MORE 2.4X MORE 14% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 33 28% 28% TELL YOU THE TRUTH, REGARDLESS SOLVE SOCIAL OR SOCIETAL ISSUES OF HOW COMPLEX OR UNPOPULAR IT IS 2X MORE 2013 2014 GOVERNMENT LEADERS 16% 29% 15% 17% MAKE ETHICAL AND MORAL DECISIONS 12% 15% 15% 17% TELL YOU THE TRUTH, REGARDLESS SOLVE SOCIAL OR SOCIETAL ISSUES OF HOW COMPLEX OR UNPOPULAR IT IS 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.
  • TRUST IN BUSINESS LEADERS – ACROSS THE WORLD INDONESIA HAS A VERY HIGH TRUST LEVEL IN BUSINESS LEADERS COMPARATIVELY – A TOTAL AVERAGE OF 36%. AT THE OTHER END OF THE GLOBAL SCALE, POLAND HAS A VERY LOW LEVEL OF TRUST IN BUSINESS LEADERS – JUST 8%. 60% 50% 40% TO WORK TO CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS TO MAKE ETHICAL AND MORAL DECISIONS 30% TO TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS TO HELP SOLVE SOCIAL OR SOCIETAL ISSUES 20% AVERAGE 10% 34 Poland Australia Ireland France UK Netherlands Canada Germany U.S. S. Korea Russia Spain Italy S. Africa Argentina Singapore Turkey Mexico Hong Kong Malaysia Sweden UAE Japan China Indonesia India Brazil 0%
  • TRUST IN GOVERNMENT LEADERS – ACROSS THE WORLD LOOKING AT GOVERNMENT LEADERS, INDONESIANS TRUST THEM FAR LESS. INDONESIA’S AVERAGE IS 16%, MID-RANK GLOBALLY. COMPARATIVELY, THE UAE AND SINGAPORE HAVE THE HIGHEST TRUST IN GOVERNMENT LEADERS AT 44% AND 31%, WHILE IRELAND AND FRANCE HAVE THE LOWEST TRUST LEVELS – THEY REALLY DON’T TRUST THEIR GOVERNMENT LEADERS – WITH AN AVERAGE OF 4% AND 6%. 60% 50% 40% TO HELP SOLVE SOCIAL OR SOCIETAL ISSUES TO MAKE ETHICAL AND MORAL DECISIONS 30% TO WORK TO CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS TO TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 20% AVERAGE 10% UAE Singapore China India Sweden Malaysia Hong Kong Brazil Turkey Japan Indonesia S. Korea Argentina Russia U.S. UK S. Africa Australia Germany Canada Italy Spain Mexico Netherlands Poland France Ireland 0% 35
  • WHAT DRIVES TRUST IN INDONESIA? LISTENS TO CUSTOMERS, IS ETHICAL, LOOKS AFTER EMPLOYEES – INDONESIANS CARE MORE ABOUT THE SOCIAL ISSUES. BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - INDONESIA ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS LISTENS TO CUSTOMERS IMPORTANCE PERFORMANCE 70% 45% LOOKS AFTER EMPLOYEES 64% 44% CUSTOMERS BEFORE PROFITS 42% 36% TOP GLOBAL COMPANY 31% 39% 37% -20 -20 -17 60% 46% CONSISTENT FINANCIAL RETURNS -22 62% 45% INNOVATOR -22 62% 42% ADDRESSES SOCIETY'S NEEDS -28 65% 43% COMMUNICATES OFTEN -22 66% 44% TRANSPARENT & OPEN -19 67% 39% POSITIVELY IMPACTS COMMUNITY -23 67% 45% PROTECTS ENVIRONMENT -25 69% 50% ACTS RESPONSIBLY IN CRISIS -22 69% 46% HIGH QUALITY PRODUCTS ADMIRED TOP LEADERSHIP 71% 49% IS ETHICAL PARTNERS WITH THIRD PARTIES Gap 51% -14 -9 48% -12 48% -9 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, 2736 country global total.; Q114-129. 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. -6
  • GLOBAL INDONESIA 37 GLOBAL 1. 2. 3. Offers Quality Products Or Service Listens To Customers Looks After Employees INDONESIA 1. 2. 3. Listens to Customers Is Ethical Looks After Employees
  • INDONESIANS WANT GOVERNMENT TO BUILD MORE INFRASTRUCTURE! GLOBALLY, PROTECTING CONSUMERS IS THE MOST IMPORTANT ISSUE MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS – GLOBAL AND INDONESIA NUMBER 1 PRIORITY IN INDONESIA.: INFRASTRUCTURE IMPERATIVE INFRASTRUCTURE ONLY THE THIRD PRIORITY GLOBALLY. ALSO, BIG DIFFERENCE BETWEEN INDONESIA AND THE GLOBAL AVERAGE IN TERMS OF FREE MARKET ACCESSES AS A PRIORITY 50% 45% 45% 40% 35% 30% 28% 26% 25% 23% 22% 20% 21% Global Average 18% Indonesia 15% 10% 5% 5% 5% 4% 1% 1% 0% PROTECT CONSUMERS 38 REGULATE BUSINESS ACTIVITIES BUILD WORK TO ENSURE GIVE OR LOAN GOVERNMENT INFRASTRUCTURE FREE MARKET MONEY TO SHOULD NOT PLAY ACCESS AND BUSINESS WHEN A ROLE IN COMPETITION IT EXPERIENCES BUSINESS FINANCIAL CRISIS Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 1% 0% DON'T KNOW
  • THE ASEAN ECONOMIC COMMUNITY 2015 So with only 5% of Indonesians wanting government to focus on free markets, where does that leave the AEC? 10 countries 600 Million people $2.4 trillion GDP nearly 30% of China’s
  • INDONESIANS WANT (SOME) MORE REGULATION. ACCOUNTABILITY AND QUALITY ARE KEY HERE, SIMILAR TO GLOBAL AVERAGE. GOVERNMENT REGULATION OF BUSINESS AND SECTORS GLOBAL INDONESIA Not Enough Right amount/Don’t know BIG DIFFERENCE IN INDUSTRIES THAT SHOULD BE REGULATED MORE. INDONESIA – ENERGY SECTOR. GLOBAL – FINANCIAL SECTOR. Too Much 59% 52% 42% 28% 30% 53% 38% 42% 22% 17% Government Regulation of Business 45% 19% 35% 13% Government Government Government Regulation of Regulation of the Regulation of the Financial Energy Industry Food & Beverage Services Industry Industry 51% 31% 27% 31% 16% 48% 32% 17% 40% 12% Government Government Government Government Regulation of Regulation of Regulation of Regulation of Business Financial the Energy the Food & Services Industry Beverage Industry 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 40 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.
  • WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY – GLOBAL AND INDONESIA QUALITY NOT QUANTITY 100% 88% 90% 82% 80% 86% 81% 80% 82% 79% 83% 79% 69% 70% 60% 53% 51% 50% Global Average 40% Indonesia 30% 20% 10% 0% COMMUNICATES CLEARLY AND TRANSPARENTLY 41 TELLS THE TRUTH, ENGAGES WITH IS FRONT AND IS PERSONALLY HAS AN ACTIVE MEDIA REGARDLESS OF HOW EMPLOYEES CENTER DURING INVOLVED IN PRESENCE COMPLEX OR REGULARLY TO CHALLENGING TIMES SUPPORTING LOCAL UNPOPULAR IT IS DISCUSS THE STATE CHARITIES AND GOOD OF THE BUSINESS 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.
  • INDONESIANS WANT MORE INVOLVEMENT FROM INDUSTRY AND ALSO BELIEVE GOVERNMENT HAS A GREATER ROLE TO PLAY IN BUSINESS. WHAT DOES THIS MEAN? IT IS ALL ABOUT PARTNERSHIPS. PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - INDONESIA The financial services industry should be a more active participant in the broader debate over the future of the INDONESIA banking system 90% 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 89% The energy industry should be a more active participant in the broader debate over INDONESIA energy policy 89% The food and beverage industry should be a more active participant in the broader debate in INDONESIA over solutions to food and nutrition policy issues 88% 42 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
  • LESSONS FOR BUSINESS Business leaders are trusted more than government. Business is also expected to lead. It is expected to contribute to society and focus on social issues. Trust drivers for companies include acting ethically and looking after employees. In Indonesia, social issues and community involvement are mission critical for trust. Indonesians trust multiple information sources – including owned assets. Businesses can capitalize by creating and curating great content. 43
  • KEY POINTS Trust across the board in Indonesia remains strong. Business has a strong trust advantage and Indonesians expect business to lead, in part because government isn't. Media trust remains high, but will not be taken at face value. Integrity is needed to ensure this trust stays high, especially in a national election year. Trust in government is low, but has improved. Better transparency through the KPK and Indonesia’s new generation of political leaders might be driving trust upwards. Trust in NGOs has seen a significant gain from last year. More accountability, better standards and the rise of the ‘corporate NGO’ might be driving this. Trust drivers this year focus on listening to customers – consumers are demanding better service. 44
  • CONTACT US: Stephen Lock, CEO, Edelman Indonesia stephen.lock@edelman.com THANK YOU