INDONESIA FINDINGS
Welcome to Trust Barometer     Indonesia 2013• Today we also become Edelman Indonesia  (from IndoPacific Edelman)• 20 year...
WHY TRUSTMATTERS
• Trust is leading indicator of reputation• Trust in society is correlated with economic growth and prosperity            ...
Image: pulsk.com   • When trust is high, there is better coordination   • Trust is manageable, which means reputation is  ...
Image: metro.news.viva.co.id Trust in institutions is essential in successful civil society
EDELMANS 13TH ANNUAL SURVEY (5TH IN INDONESIA), LARGEST GLOBALEXPLORATION OF TRUST                                        ...
Edelman Trust Barometer measures trust in key institutions:            government, media, business, and NGO           The ...
Image: theaustralian.com.au   Image: sportsillustrated.cnn.com    2013Global Findings                  Image:presstv.ir
The end of the world in Trust?   But in our global findings, trust   has recovered in all institutionsImage: http://iphone...
EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,              SHIFT BACK TO NEUTRAL IN 2013                  ...
TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL TRUST A GREAT DEAL       ...
16 out of 26               …..countries surveyed, where business is                    trusted more than governmentImage: ...
BUSINESS TRUSTED MORE THAN GOVERNMENT IN      16 OF 26 MARKETS SURVEYED      TRUST IN BUSINESS VS. GOVERNMENT             ...
CRISIS IN LEADERSHIPImage: gettyimages.com
TRUSTED SOURCES ARE EXPERTS AND PEERS    CREDIBLE SPOKESPEOPLE – GLOBAL                                           2012    ...
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWI...
Reasons to distrust business   CORRUPTION/      FRAUD IS A KEY REASON FOR DISTRUST IN    BUSINESS AND GOVERNMENT          ...
BUILDING TRUST:       FROM LICENSE TO OPERATE       TO       LICENSE TO LEADImage: gettyimages.com
16 ATTRIBUTES TO BUILDING TRUST                                ENGAGEMENT                                  LISTENS TO CUST...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE       BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - G...
THE WAY WE WERE     PYRAMID OF            CEO      INFLUENCE                        GOVERNMENT               “As the circl...
THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE                             CEO                                                 ...
Image: nasional.kompas.com                              Image: republika.co.id          Indonesia           Findings      ...
Business and media remain highly trusted.                              Trust in government rebounds         Business      ...
TRUST IN GOVERNMENT IMPROVED, WHILE BUSINESS AND MEDIAREMAIN ONE OF THE HIGHEST AMONG COUNTRIES SURVEYED.TRUST IN INSTITUT...
In Indonesia, less trust in government is caused more by   perception of corruption rather than incompetence              ...
74%                                                                                    VS.                                ...
IMPROVED TRUST IN ALL SECTORS. TELECOMMUNICATIONS AND     ENERGY IMPROVED ITS POSITION     TRUST IN INDUSTRIES – INDONESIA...
90%                                                                                                                       ...
THE ORIGIN FACTORImage: gettyimages.com
COMPANIES BASED IN BRIC NEED TO BUILD TRUST FURTHER ININDONESIAMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - INDONESIA 92...
77%                                                                                       VS.                             ...
INDONESIA HAS ONE OF THE HIGHEST TRUST IN MEDIA AMONG 26 COUNTRIES      SURVEYED      TRUST IN MEDIA                      ...
DIVERSIFICATION OF MEDIA IN INDONESIA. TRUST IN SOCIAL MEDIA ININDONESIA IS MARKEDLY HIGHER THAN IN DEVELOPED COUNTRIESTRU...
Global                           51%              trust in NGO in                 Indonesia                               ...
INDONESIA HAS ONE OF THE LOWEST TRUST IN NGO, EVEN AMONG        APAC COUNTRIES        TRUST IN NON-GOVERNMENTAL ORGANIZATI...
Trust in LeadershipImage: gettyimages.com
Academic, expert, and ‘person like myself’ are the mostcredible sources for business. For CEO and NGO, oppositesituation b...
Authority democratized?                                                                                                   ...
TRUST IN BUSINESS LEADERS IN INDONESIA IS HIGHER THAN GLOBAL, BUTSTILL LESS THAN 50%INDONESIA TRUST BUSINESS AND GOVERNMEN...
Building TrustImage: gettyimages.com
16 ATTRIBUTES TO BUILDING TRUST                                ENGAGEMENT                                  LISTENS TO CUST...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – INDONESI...
Image: tribunnews.comIndonesians expect companies to operate withsocial purpose in mind
Indonesians expect companies to operate with more social     purpose relative to global respondentsQ80-Q96. [TRACKING] How...
Key points - Indonesia• Trust in business in Indonesia remains strong• High trust in media, but challenge lies ahead towar...
On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xila...
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Trust barometer 2013 indonesia

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  1. 1. INDONESIA FINDINGS
  2. 2. Welcome to Trust Barometer Indonesia 2013• Today we also become Edelman Indonesia (from IndoPacific Edelman)• 20 years in Indonesia
  3. 3. WHY TRUSTMATTERS
  4. 4. • Trust is leading indicator of reputation• Trust in society is correlated with economic growth and prosperity (study by Paul Zak & Stephen Knack)Image: bisnis-jabar.com
  5. 5. Image: pulsk.com • When trust is high, there is better coordination • Trust is manageable, which means reputation is manageable
  6. 6. Image: metro.news.viva.co.id Trust in institutions is essential in successful civil society
  7. 7. EDELMANS 13TH ANNUAL SURVEY (5TH IN INDONESIA), LARGEST GLOBALEXPLORATION OF TRUST INFORMED ONLINE SURVEY PUBLICS IN 26 COUNTRIES • 31,000+ respondents • 500 respondents in U.S. and China & 200 in other countries • 5 years in 20+ markets • Ages 25-64 • 8 years in 10+ markets • College-educated GENERAL • In top 25% of household POPULATION income per age group in each country • 1000 respondents per country surveyed • Report significant media consumption and engagement • Ages 18+ in business news and public policy • 2 years of data • 13 years of data (5 years in MARKET COMPARISONS Indonesia) Developed: US, UK, France, Germany and Japan Indicates Global Data Emerged: Brazil, Mexico, Russia, India and China Indicates Indonesia Data APAC SELECT COUNTRIES: China, Japan, India, Malaysia, Singapore, South 7 Korea, Indonesia, Australia, Hong Kong
  8. 8. Edelman Trust Barometer measures trust in key institutions: government, media, business, and NGO The survey also explores how business can grow public trustImage: http://www.flickr.com/photos/diditho/8116482427/sizes/z/in/photostream/
  9. 9. Image: theaustralian.com.au Image: sportsillustrated.cnn.com 2013Global Findings Image:presstv.ir
  10. 10. The end of the world in Trust? But in our global findings, trust has recovered in all institutionsImage: http://iphonewallpapers-hd.com/walls/2012_movie_poster-other.jpg
  11. 11. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil France 54 UK +12 Sweden 52 51 Sweden 54 US +10 Sweden 49 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 11 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
  12. 12. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL TRUST A GREAT DEAL Trust Total: 58% Trust Total: 53% Trust Total: 48% Trust Total: 43% GOVERNMENT 12% 16% 14% 17% BUSINESS 2012 2013 2012 2013 Trust Total: 63% Trust Total: 57% Trust Total: 58% Trust Total: 52% 19% 22% 17% MEDIA 15% NGOS 2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-6412 in 20-country global total
  13. 13. 16 out of 26 …..countries surveyed, where business is trusted more than governmentImage: Dawn.com-
  14. 14. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 62% 63%59% 60% 61% 60% 57% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48%48% 49% 44% 44% 44% 44% 41% 43% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% Q11-14. [Business in General and 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 ages 25-64 in 26-country 14 global total and across 26 countries
  15. 15. CRISIS IN LEADERSHIPImage: gettyimages.com
  16. 16. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE – GLOBAL 2012 2013 Academic or expert 68% Academic or expert 69% Technical expert in theTechnical expert in the company 66% 67% company A person like yourself 65% A person like yourself 61% Financial or industry Regular employee 50% 51% analyst NGO representative 50% NGO representative 51% Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43% Government official orGovernment official or regulator 29% 36% regulator 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 16 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)
  17. 17. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 26% 20% 19% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% 14% 13% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General17 Population across 26-country global total
  18. 18. Reasons to distrust business CORRUPTION/ FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT Reasons to distrust government INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENTQ22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the followingis the main reason why your trust in government decreased over thelast year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of thefollowing is the main reason why your trust in business decreased overthe last year? General Population in 26-country global total
  19. 19. BUILDING TRUST: FROM LICENSE TO OPERATE TO LICENSE TO LEADImage: gettyimages.com
  20. 20. 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSEdelman Trust Barometer INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  21. 21. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL Gap Importance 63% -22 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 41% 62% -32 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 30% TREATS EMPLOYEES WELL 61% -37 24% PLACES CUSTOMERS AHEAD OF PROFITS 59% -36 23% 58% -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 25% HAS ETHICAL BUSINESS PRACTICES 58% -30 28% 57% -33 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 24% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31 23% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27 26% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 49% -23 26%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47% 23% -24 THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15 26% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 22% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38% WORK FOR OR MOST ADMIRED COMPANIES 28% -10PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37% ISSUES 19% -18 Q80-Q96. [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) General Population in 21 26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 26-country global total
  22. 22. THE WAY WE WERE PYRAMID OF CEO INFLUENCE GOVERNMENT “As the circle of those who decide is narrowed, OFFICIALS as the means of decision are centralized and the consequences of decision become enormous, BOARD OF DIRECTORS the course of great events often rests upon the ACADEMICS decisions of determinable circles.” TECHNICAL EXPERTS - C. Wright Mills, 1956 ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW & CONTROLLED INFORMATION22
  23. 23. THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE CEO FROM 2000 TO 2013 PYRAMID OF GOVERNMENT OFFICIALS AUTHORITY FEW MANY (Vertical) BOARD OF DIRECTORS DICTATE CO-CREATE ACADEMICS FIXED FLEXIBLE TECHNICAL EXPERTS MONOLOGUE DIALOGUE ELITE MEDIA CONTROL EMPOWERMENT G E N E R A L P O P U L AT I O N EMPLOYEES ACTION CONSUMERS SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal)23
  24. 24. Image: nasional.kompas.com Image: republika.co.id Indonesia Findings Image: yangcanggih.com Image: m.merdeka.com
  25. 25. Business and media remain highly trusted. Trust in government rebounds Business Media Government NGO 74% 77% 47% 51%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 meansthat you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 Image: antaranews.com Image: ringgodoank.blogspot.com Image: andizulkiflinurdin.com Image: indonesiaproud.wordpress.com
  26. 26. TRUST IN GOVERNMENT IMPROVED, WHILE BUSINESS AND MEDIAREMAIN ONE OF THE HIGHEST AMONG COUNTRIES SURVEYED.TRUST IN INSTITUTIONS – INDONESIA TRUST A GREAT DEAL Trust Total: 78% Trust Total: 74% Trust Total: 47% Trust Total: 40% GOVERNMENT BUSINESS 2012 2013 2012 2013 Trust Total: 80% Trust Total: 77% Trust Total: 53% Trust Total: 51% MEDIA NGOS 2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-6426
  27. 27. In Indonesia, less trust in government is caused more by perception of corruption rather than incompetence Reasons for trusting government lessQ22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?;
  28. 28. 74% VS. Global 58% trust in business in Image: republika.co.id IndonesiaQ43-60. [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 “donot trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 (only industries tracked from 2012 to 2013 shown)
  29. 29. IMPROVED TRUST IN ALL SECTORS. TELECOMMUNICATIONS AND ENERGY IMPROVED ITS POSITION TRUST IN INDUSTRIES – INDONESIA 2012 2013 Technology 87% Technology 94% Banks 86% Automotive 93% Automotive 85% Banks 90% Food and beverage 81% Telecommunications 89% Media 79% Pharmaceuticals 87% Pharmaceuticals 76% Energy 84% Financial services 76% Financial services 84% Telecommunications 75% Food and beverage 84%Consumer packaged goods 73% Media 81% Energy 71% Consumer packaged goods 80% 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 ages 25-64 (only industries tracked from 2012 30 to 2013 shown)
  30. 30. 90% trust in banks in Indonesia VS.Image: atjehnews.com Global 50% 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 ages 25-64 (only industries tracked from 2012 to 2013 shown)
  31. 31. THE ORIGIN FACTORImage: gettyimages.com
  32. 32. COMPANIES BASED IN BRIC NEED TO BUILD TRUST FURTHER ININDONESIAMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - INDONESIA 92% 85% 83% 82% 80% 79% 77% 76% 75% 72% 71% 64% 63% 62% 49% 49% 43% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies33 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 26-country global total
  33. 33. 77% VS. Global 57% trust in Media in Indonesia Image: kepergokmembaca.wordpress.comQ11-14. [Media 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 meansthat 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, Turkey and UAE) and across 26 countries
  34. 34. INDONESIA HAS ONE OF THE HIGHEST TRUST IN MEDIA AMONG 26 COUNTRIES SURVEYED TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50%50% 50% 49% 47% 47% 49% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% N/A Q11-14. [Media 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, Turkey and UAE) and across 26 countries 35
  35. 35. DIVERSIFICATION OF MEDIA IN INDONESIA. TRUST IN SOCIAL MEDIA ININDONESIA IS MARKEDLY HIGHER THAN IN DEVELOPED COUNTRIESTRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging APAC Indonesia 75% 71% 76% 65% 64% 68% 67% 63%58% 58% 58% 51% 49% 52% 47% 47% 41% 40% 30% 26% TRADITIONAL MEDIA ONLINE SEARCH ENGINES SOCIAL MEDIA OWNED MEDIAImage: gettyimages.com Q178-182. 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 36 means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total, APAC, and Indonesia
  36. 36. Global 51% trust in NGO in Indonesia VS. 63%Image: eastjavaaction.org Q11-14. [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, Turkey and UAE) and across 26 countries
  37. 37. INDONESIA HAS ONE OF THE LOWEST TRUST IN NGO, EVEN AMONG APAC COUNTRIES TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2013 88% of markets surveyed 2013 83% 81% have a trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 67% 66% 67% 66% 66% 64% 65% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53%50% 48% 49% 51% 46% 41% 40% 37% 30% 28% N/A Q11-14. [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, Turkey and UAE) and across 26 countries 38
  38. 38. Trust in LeadershipImage: gettyimages.com
  39. 39. Academic, expert, and ‘person like myself’ are the mostcredible sources for business. For CEO and NGO, oppositesituation between Indonesia and global. Technical expert in the Academic or expert 69% 80% company Technical expert in the 67% Academic or expert 77% company A person like yourself 61% A person like yourself 67% Financial or industry Financial or industry 51% 64% analyst analyst NGO representative 51% CEO 55% Regular employee 50% Regular employee 34% CEO 43% NGO representative 31% Government official or Government official or 36% 22% regulator regulatorQ130-143. [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 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong,Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
  40. 40. Authority democratized? 2013 A person like 67% yourself VS Financial or 64% Image: flickr.com industry analyst Image: gettyimages.com The voice of consumers may have equal (or more) credibility with analyst’s or CEO 55% business leader’sQ130-143. [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 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong,Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
  41. 41. TRUST IN BUSINESS LEADERS IN INDONESIA IS HIGHER THAN GLOBAL, BUTSTILL LESS THAN 50%INDONESIA TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS Better than 48% global 40% 28% 27% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 16% 15% 12% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General42 Population across 26-country global total
  42. 42. Building TrustImage: gettyimages.com
  43. 43. 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSEdelman Trust Barometer INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  44. 44. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – INDONESIA Gap Importance 70% -32 TREATS EMPLOYEES WELL Performance 38% 70% -25 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 45% HAS ETHICAL BUSINESS PRACTICES 69% -22 47% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 68% -30 38% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 67% -30 37% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 67% -12 55% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 67% -27 COMMUNITY IN WHICH THE COMPANY OPERATES 40% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 65% -29 36% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 65% -25 40% PLACES CUSTOMERS AHEAD OF PROFITS 64% -28 36%COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 62% -26 BUSINESS 36% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 57% 44% -13 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 50% -14 36% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 46% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 43% -3 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 45% ADDRESS SOCIETAL ISSUES 28% -17 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 38% 29% -9 Q80-Q96. [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) General Population in45 Indonesia(excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Indonesia
  45. 45. Image: tribunnews.comIndonesians expect companies to operate withsocial purpose in mind
  46. 46. Indonesians expect companies to operate with more social purpose relative to global respondentsQ80-Q96. [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 yourtrust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 26-country global total (excludes ‘Don’t Know’responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing“extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 26-country global total
  47. 47. Key points - Indonesia• Trust in business in Indonesia remains strong• High trust in media, but challenge lies ahead towards 2014. Means of reaching out to public continues to diversify• Trust in government improved. Need to demonstrate further commitment to lower corruption• Trust in NGO remains low• Leaders, business and government alike, may benefit from improved perception of truth-telling and seriousness in solving social issues• Companies are expected to show more commitment in societal issues, engagement, and integrity
  48. 48. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; LanceArmstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu

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