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Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
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Edelman Trust Barometer - 2014 Australia Data

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Edelman Trust Barometer - 2014 Australia Data

Edelman Trust Barometer - 2014 Australia Data

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  • 1. A u s t r a l i a | # E d e l Tr u s t #EdelTrust
  • 2. ABOUT EDELMAN’S 14TH ANNUAL TRUST BAROMETER SURVEY Legend GLOBAL RESPONSE The 2014 Edelman Trust Barometer surveyed 33,000 people online across 27 countries between October 16 – November 2013. AUSTRALIA RESPONSE In Australia we have collected six years of data with the informed public and three years of data with the general population. #EdelTrust INFORMED PUBLICS Edelman surveys an informed public demographic which meet the following criteria: university educated; household income in top quartile for age; read or watch business/news media at least several times a week; follow public policy issues several times per week. 500 respondents interviewed in the U.S. and China and 200 in other markets including Australia. GENERAL POPULATION There are 1,000 respondents surveyed per country including Australia. The 20 minute online interviews are conducted with general population aged 18 and over. 2
  • 3. EDELMAN TRUST BAROMETER IN RETROSPECT Earned media more credible than advertising Truts shifts from “authorities” to peers Rising influence of NGOS Fall of the celebrity CEO 2001 #EdelTrust 2002 “A person like me” emerges as credible spokesperson U.S. companies in Europe suffer trust discount 2003 2004 Young influencers have more trust in business Business more trusted than government and media 2005 2006 2007 2008 BUSINESS TO LEAD THE DEBATE FOR CHANGE Trust is now an essential line of business Business must partner with government to regain trust Rise of authority figures Crisis of leadership Fall of government 2009 2010 2011 2012 2013 2014 3
  • 4. REVERSAL OF FORTUNE: TRUST INCREASES ACROSS THE BOARD Trust in the four institutions TOTAL TRUST NGOS +6% Business 70% +11% 2013 2014 #EdelTrust 8% 2013 +13% 11% 2014 +6% Media 48% 56% 42% 43% 48% 17% Government 59% 64% 21% TRUST A GREAT DEAL 12% 2013 16% 2014 12% 9% 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. 2014 4
  • 5. TRUST IN EVERY INSTITUTION AT ITS HIGHEST POINT SINCE 2009 Australia trust in the four institutions since 2009 NGOS 80% Government Media 70% 70% 60% 59% 56% 50% Business 48% 40% 30% 20% 2009 #EdelTrust 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 5
  • 6. AUSTRALIA IS ONE OF THE FEW COUNTRIES to see a significant lift in trust UAE CHINA SINGAPORE INDONESIA INDIA MALAYSIA CANADA NETHERLANDS 60 pts. 58 +8 pts. NEUTRAL 50 50 pts. DISTRUSTERS 2013 #EdelTrust MEXICO HONG KONG AUSTRALIA BRAZIL GERMANY ARGENTINA U.K. SWEDEN S. KOREA S. AFRICA 59 pts. 59 pts. 58 pts. 57 pts. 57 pts. 53 pts. 52 pts. 51 pts. 51 pts. 50 pts. U.S. FRANCE JAPAN ITALY TURKEY SPAIN IRELAND RUSSIA POLAND TRUSTERS 79 pts. 79 pts. 73 pts. 72 pts. 69 pts. 65 pts. 60 pts. 60 pts. 49 pts. 46 pts. 44 pts. 43 pts. 41 pts. 39 pts. 39 pts. 37 pts. 35 pts. 2014 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). Informed Public 6
  • 7. BUT ALSO REVEALS A GROWING DIVIDE UAE CHINA SINGAPORE INDONESIA INDIA MALAYSIA CANADA NETHERLANDS TRUSTERS 60 pts. 58 +8 pts. NEUTRAL GAP 14 pts. 50 50 pts. +5 pts. 44 39 DISTRUSTERS 2013 #EdelTrust 79 pts. 79 pts. 73 pts. 72 pts. 69 pts. 65 pts. 60 pts. 60 pts. MEXICO HONG KONG AUSTRALIA BRAZIL GERMANY ARGENTINA U.K. SWEDEN S. KOREA S. AFRICA 59 pts. 59 pts. 58 pts. 57 pts. 57 pts. 53 pts. 52 pts. 51 pts. 51 pts. 50 pts. U.S. FRANCE JAPAN ITALY TURKEY SPAIN IRELAND RUSSIA POLAND 49 pts. 46 pts. 44 pts. 43 pts. 41 pts. 39 pts. 39 pts. 37 pts. 35 pts. 2014 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). Informed Public and General Public. 7
  • 8. THE BUSINESS GOVERNMENT DYNAMIC #EdelTrust 8
  • 9. RENEWED OPTIMISM TEMPERED BY DESIRE FOR MORE REGULATION Government regulation of business and sectors Not enough Too much 10% 11% 12% 24% 34% 47% Government Regulation of Business #EdelTrust Government Regulation of Financial Services Industry 34% 58% Government Regulation of the Energy Industry Government Regulation of the Food and 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. 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 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. 9
  • 10. AUSTRALIANS WANT GOVERNMENT TO PROTECT US from irresponsible business practice Most important role for government in business 59% 32% 27% 19% 11% 3% Protect consumers from irresponsible business Regulate business Build business infrastructure Ensure free market access and open competition Financially help business during crises #EdelTrust Q149. [TRACKING] Which of the following is the most important role that government should play in business? General Publics, Australia 10
  • 11. AUSTRALIANS WANT GOVERNMENT TO PROTECT US from irresponsible business practice Most important role for government in business 53% 32% 23% Protect consumers from irresponsible business #EdelTrust 27% 30% Regulate business 19% 26% Build business infrastructure 11% 5% Ensure free market access and open competition Q149. [TRACKING] Which of the following is the most important role that government should play in business? General Publics, Informed Public, Australia 3% 1% Financially help business during crises 11
  • 12. TRUST IN BUSINESS #EdelTrust 12
  • 13. ENERGY AND TELCO INDUSTRIES LEAD OVERALL INCREASE IN TRUST Trust businesses in industries 2013 vs. 2014 Technology Consumer electronic manufacturing Brewing and spirits Food and beverage Entertainment Consumer packaged goods Automotive Consumer health companies Pharmaceuticals Telecommunications Financial services Banks Energy Chemicals Media 77% 75% 72% 71% 71% 70% 67% 63% 62% 58% 54% 53% 53% 49% 42% 10% #EdelTrust 20% 30% 40% 50% 60% 70% (+12) (+09) (+14) (+08) (+13) (+14) (+11) (+08) (+07) (+15) (+11) (+13) (+20) (+07) (+11) 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. 13
  • 14. ENERGY AND TELCO INDUSTRIES LEAD OVERALL INCREASE IN TRUST Trust businesses in industries 2013 vs. 2014 Technology Consumer electronic manufacturing Brewing and spirits Food and beverage Entertainment Consumer packaged goods Automotive Consumer health companies Pharmaceuticals Telecommunications Financial services Banks Energy Chemicals Media 77% 75% 72% 71% 71% 70% 67% 63% 62% 58% 54% 53% 53% 49% 42% 10% #EdelTrust 20% 30% 40% 50% 60% 70% (+12) (+09) (+14) (+08) (+13) (+14) (+11) (+08) (+07) (+15) (+11) (+13) 46% (+8) 46% (+8) (+20) (+07) (+11) 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. 14
  • 15. NUANCE WITHIN EACH INDUSTRY SECTOR Trust businesses in each industry sector Financial Services Industry Food and Beverage Industry Financial Services Industry overall 46% Food Industry overall Banks 46% Energy Industry Food and Beverage Retailers Financial Advisory/ Asset Management Insurance Credit Cards/ Payments 43% 68% 63% 62% Food Service 38% Food and Beverage Manufacturers 38% Fast Food Restaurants 61% 45% 51% Natural Gas Utilities Mining Energy Industry overall Oil #EdelTrust 71% Renewables 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. 45% 44% 41% 39% 15
  • 16. LOW TRUST IN CHINA despite being Australia’s largest two-way trading partner Trust in companies headquartered in the following countries 26% 68% 62% 50% 74% China Japan U.S. South Korea U.K. 1 2 3 4 6 TWO-WAY TRADE PARTNERS #EdelTrust Q26-Q42. [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. Australia's Top Two Way Trading Partners, DFAT Trade at a Glace 2012 Report based on ABS trade data 16
  • 17. FAMILY-OWNED AND SMALL-AND MEDIUM-SIZED BUSINESSES have a trust advantage as Aussies prove skeptical of big business Trust in different types of businesses 42% 49% Big business State0wned #EdelTrust 51% Publiclytraded 57% Privately-held 67% Small-and medium-sized 76% Family-owned 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) General Publics. 17
  • 18. PUBLICLY TRADED COMPANY SEEN AS HAVING MORE POLITICAL INFLUENCE and being less responsive to customer Phrases associated with publicly-traded & privately-held businesses 42% 49% Big business State0wned 51% Publiclytraded 57% 67% Privately-held Small-and medium-sized 76% Family-owned RESPONSIVE TO CUSTOMER NEEDS Privately-held: 65% Privately-held: 41% Publicly-traded: 55% #EdelTrust HAVE TOO MUCH POLITICAL INFLUENCE Publicly-traded: 57% Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics. 18
  • 19. TRUST IN LEADERS #EdelTrust 19
  • 20. RISE IN CREDIBILITY OF INTERNAL SPOKESPEOPLE Employees continue to be more credible than CEOs Credibility of spokespeople 2009 Academic or expert Technical expert in the company 2014 70% *   GAP 68% -2 65% Financial or industry analyst 54% 54% 0 Regular employee 33% 53% +20 A person like yourself 41% 52% +11 NGO representative 47% 48% +1 Government official or regulator 45% 43% -2 CEO 19% 39% +20 *Not tested in 2009 #EdelTrust 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. 20
  • 21. THERE IS VERY LITTLE TRUST IN BUSINESS OR GOVERNMENT LEADERS to tell the truth and act with integrity Australia trust in business and government leaders to do the following Government leaders 13% Trust on a global scale 07% Trust a great deal 30% Somewhat trust 60% Do not trust at all Tell you the truth, regardless of how complex or unpopular it is #EdelTrust Business leaders 07%a Trust great deal 20%on a Trust global scale 41% Somewhat trust 48% Do not trust at all Tell you the truth, regardless 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. 21
  • 22. BUILDING TRUST #EdelTrust 22
  • 23. ACTIONS CEOS CAN TAKE TO BUILD TRUST Actions a CEO can take to build trust in themselves and their company 88% Communicate clearly and transparently 87% Tell the truth, regardless of how complex or unpopular it is 84% 83% Engages with employees regularly to discuss the state of the business Is front and center during challenging times (products recall, lawsuits, etc…) 56% Has an active media presence #EdelTrust 72% Is personally involved in supporting local charities and good 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) General Population. 23
  • 24. IT TAKES A CHORUS LEAD BY YOUR EMPLOYEES seen as most credible for customer service, business practices Most trusted to provide credible and honest information Company’s CEO Company’s employee Activist consumer Academic 36% 32% 31% 33% 30% 29% 28% 25% 25% 19% 17% 17% 30% 24% 32% 24% 23% 21% 18% 15% Customer service Crisis Innovation Business practices Leadership How a company serves its customers and prioritises customer needs ahead of company profits. A company situation in a time of crisis A Company’s innovation efforts and new product development. A company’s business practices, both positive & negative Accomplishments and information about a company’s senior leadership. #EdelTrust Q197-201. We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics. 24
  • 25. A DIVERSIFIED CHANNEL ENGAGEMENT STRATEGY is reinforced by the levels of trust across the different media sources Trust in different sources of information 63% TRADITIONAL MEDIA 41% OWNED MEDIA #EdelTrust 51% HYBRID MEDIA 31% 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 9-point 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. 25
  • 26. MAKE IT FINDABLE: THE POWER OF SEARCH 56% trust online search First sources of information First source to turn to for GENERAL BUSINESS information First source to turn to for BREAKING NEWS about business First source to turn to for CONFIRM/VALIDE breaking news about business 31% 21% 23% 22% 35% 18% 34% 27% 18% Online search Television Newspaper Online search Television Newspaper Online search Television Newspaper #EdelTrust Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? 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 9-point 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) General Population 26
  • 27. BUSINESS HAS A LONG WAY TO GO TO MEET AUSTRALIAN EXPECTATION Business importance vs. business performance on 16 trust drivers Listen to customer -39 Is ethical 61% Importance 22% Performance -39 Treats employees well 61% Importance 22% Performance -39 High quality products 60% Importance 26% Performance -34 Acts responsibly in crisis 59% Importance 23% Performance -36 Customers before profits 59% Importance 20% Performance -39 Transparent & open 57% Importance 19% Performance -38 Communicates often 52% Importance 19% Performance -33 Positively impacts community 46% Importance 18% Performance -28 Addresses society needs 45% Importance 17% Performance -28 Protects environment 45% Importance 17% Performance -28 Admired top leadership 34% Importance 17% Performance -17 Innovator 33% Importance 25% Performance -08 Partners with NGOs 33% Importance 14% Performance -19 Consistent financial returns 30% Importance 22% Performance -08 Top global company #EdelTrust 62% Importance 23% Performance 29% Importance 16% Performance -13 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, 27-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) General Publics. 27
  • 28. A u s t r a l i a | # E d e l Tr u s t www.edelman.com.autrust #EdelTrust

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