2012 Edelman Trust Barometer Asia Pacific

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The Asia-Pacific summary of the Edelman 2012 Trust Barometer

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2012 Edelman Trust Barometer Asia Pacific

  1. 1. 2012 EDELMAN TRUST BAROMETER APAC RESULTS1 © Edelman, 2012. All rights reserved.
  2. 2. 2012 Edelman Trust Barometer – Asia Pacific Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Indicates Global Data Online survey in 25 countries Indicates Asia Pacific 30,000+ respondents APAC Region Data 1,000 general population respondents per country Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study2 © Edelman, 2012. All rights reserved.
  3. 3. Edelman Trust Barometer in retrospect 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 NGOs3 © Edelman, 2012. All rights reserved.
  4. 4. 4 © Edelman, 2012. All rights reserved.
  5. 5. Nearly twice as many countries are now skeptics, including South Korea & Japan;Though four Asia Pacific markets considered “Trusters” in 2012 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 TRUSTERS India 65 Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argentina 62 Canada 58 India 56 Italy 56 Italy 56 Argentina 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries5 © Edelman, 2012. All rights reserved.
  6. 6. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst 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 4 Box, Trust); Q16-26. [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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan6 © Edelman, 2012. All rights reserved.
  7. 7. The Fragility of Trust: Focus on South Korea 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 56% Consumer packaged goods - 15 - 17 35% -21 46% 31% 53% 45% 62% 67% 50% 33% 71% Telecommunications 39% -32 64% Financial services 39% -25 64% Banks 40% -24 CREDIBLE SPOKESPEOPLE -34 -34 -18 -31 81% -29 -28 76% -25 71% TRUST IN INFORMATION SOURCES 68% 63% 63% 59% 54% 59% -11 -9 47% 50% 43% 43% Newspaper Corporate Communications 29% 28% 16% -8 -8 Social Corporate Networking sites Advertising Technical A Person Academic NGO Financial/ Regular Government Expert Like CEO or Expert Represent. Industry Employee Official Yourself Analyst 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 4 Box, Trust); Q16-26. [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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in South Korea7 © Edelman, 2012. All rights reserved.
  8. 8. Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total8 © Edelman, 2012. All rights reserved.
  9. 9. In Asia Pacific, government the only institution to suffer decreased trust TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 64% 62% 2012 61% Informed Public 2012 54% General Public 51% 44% Government Business 63% 62% 64% 61% 53% 52% Media NGOs APAC 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 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong Kong and Malaysia)9 © Edelman, 2012. All rights reserved.
  10. 10. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 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 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)10 © Edelman, 2012. All rights reserved.
  11. 11. Asia Pacific trust in government declines significantly since 2011 TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 2012 - 10 64% 63% 64% 62% 61% 62% 61% 54% NGOs Business Media Government APAC 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 4 Box, Trust) Informed Publics ages 25-64 in the Asia Pacific region (excludes Hong Kong and Malaysia)11 © Edelman, 2012. All rights reserved.
  12. 12. Several mature economies see double-digit drops in business trust; Trust in business increases in China and decreases in South Korea TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business 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 and UAE) and across 25 countries 12 © Edelman, 2012. All rights reserved.
  13. 13. Asia Pacific more trusting of nearly all industries than their global peers;Banks are third most trusted in APAC, but second from bottom globally TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Technology 80% Technology 79% #1 85%* Telecommunications 67% Automotive 66% #2 76%* 2009: Automotive Food and beverage 67% 64% 67%* 58% Food and beverage 64% Consumer packaged goods 62% 66%* Pharmaceuticals 61% Telecommunications 60% 69%* Energy 60% Brewing and spirits 59% 57% Consumer packaged goods 57% Pharmaceuticals 56% 67%* Brewing and spirits 57% Energy 53% 65%* Media 52% Media 51% 62%* Banks 50% Banks 47% #3 70%* Financial services Financial services 48% 45% 63%* *Significant difference at the 95% confidence level 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global Q16-26. [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 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total13 © Edelman, 2012. All rights reserved.
  14. 14. Top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 2012 Technology 87% Technology 85% Telecommunications 78% Automotive 77% Automotive 77% Telecommunications 68% Banks 75% Banks 68% Pharmaceuticals 72% Pharmaceuticals 66% Energy 68% Food and beverage 66% Food and beverage 66% Consumer packaged goods 66% Financial services 66% Energy 65% Media 64% Media 63% Consumer packaged goods 59% Financial services 62% Brewing and spirits 54% Brewing and spirits 59% APAC Q16-26. [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 in Asia Pacific (excludes Hong Kong and Malaysia)14 © Edelman, 2012. All rights reserved.
  15. 15. Technology the most trusted industry across key Asia Pacific markets, while trust in banks and financial services varies 2012 TRUST IN INDUSTRIES CHINA INDIA Technology 91% Technology 92% Media 82% Banks 90% Automotive 81% Automotive 88% Banks 78% Telecommunications 80% Telecommunications 78% Energy 78% Consumer packaged goods 76% Consumer packaged goods 76% Energy 76% Pharmaceuticals 75% Financial services 76% Food and beverage 73% Brewing and spirits 70% Media 70% Pharmaceuticals 65% Financial services 68% Food and beverage 59% Brewing and spirits 58% JAPAN SOUTH KOREA Technology 74% Technology 78% Automotive 74% Automotive 66% Food and beverage 62% Energy 59% Pharmaceuticals 61% Food and beverage 45% Brewing and spirits 60% Brewing and spirits 44% Telecommunications 58% Pharmaceuticals 44% Consumer packaged goods 56% Media 42% Banks 51% Banks 40% Financial services 38% Financial services 39% Telecommunications 39% Media 33% Consumer packaged goods 35% Energy 29%Q16-26. [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 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 China, India, Japan and South Korea15 © Edelman, 2012. All rights reserved.
  16. 16. Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West TRUST IN BANKS US UK/France/Germany China India S. Korea Japan 100% 88% 90% 84% 85% 90% 83% 77% 87% 82% 80% 72% 83% 81% 75% 70% 69% 76% 68% 68% 67% 60% 64% 55% 52% 58% 59% 51% 50% 49% 51% 38% 40% 36% 41% 29% 29% 39% 30% 35% 20% 27% 24% 22% 21% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks 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 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea16 © Edelman, 2012. All rights reserved.
  17. 17. Trust in technology remains high in all markets TRUST IN TECHNOLOGY U.S. UK/France/Germany China India S. Korea Japan 100% 95% 91% 93% 89% 93% 90% 90% 93% 87% 86% 93% 88% 83% 80% 83% 81% 80% 78% 80% 79% 78% 78% 78% 78% 76% 76% 77% 73% 70% 75% 73% 76% 74% 67% 60% 66% 67% 66% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Technology 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 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea17 © Edelman, 2012. All rights reserved.
  18. 18. Majority of countries now distrust government; trust declines significantly in China, South Korea, Indonesia and Japan TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49%50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government 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 and UAE) and across 25 countries 18 © Edelman, 2012. All rights reserved.
  19. 19. Media only institution to see trust rise, driven in part by increases in India and Australia TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A 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 and UAE) and across 25 countries 19 © Edelman, 2012. All rights reserved.
  20. 20. Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE ASIA PACIFIC REGION Ten or more times Once (1), 2% (10+), 14% Twice (2), 12% Six to Nine times (6- 9), 7% Three times (3), 36% Four or Five times (4- 5), 28% Three to Five times 64% APACQ148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Asia Pacific Region 20 © Edelman, 2012. All rights reserved.
  21. 21. Diversification of Media TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 33% 32% + 27% 28% 22% + 89 17% % 18% 18% 9% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)21 © Edelman, 2012. All rights reserved.
  22. 22. Japanese trust drops across all information sources, while trust in social media increases in China and India 2011 Informed Public TRUST IN INFORMATION SOURCES (TRUST A GREAT DEAL) 2012 Informed Public CHINA INDIA - 12 45% + 19 + 19 43% 46% 43% 45% + 10 + 13 37% 33% 29% 31% 29% 21% 18% 19% 10% 2% 5% Traditional Online Multiple Sources Social Media Corporate Traditional Online Multiple Sources Social Media Corporate Corporate JAPAN SOUTH KOREA - 17 -8 -8 - 15 -9 33% 22% 22% 19% 19% 16% 19% 14% 11% 17% 16% 11% 10% 8% 7% 2% Traditional Online Multiple Sources Social Media Corporate Traditional Online Multiple Sources Social Media CorporateQ149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not toomuch, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in China, India, Japan, and South Korea 22 © Edelman, 2012. All rights reserved.
  23. 23. NGOs still most trusted institution, despite some drops; China was the only country where trust increased TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (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 and UAE) and across 25 countries 23 © Edelman, 2012. All rights reserved.
  24. 24. Trust in NGOs surges over time in China and India TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) U.S. UK/France/Germany China India 80% 79% 70% 68% 60% 54% 52% 50% 48% 48% 40% 36% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Non-governmental organizations 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 35-64 in U.S., UK/France/Germany, India and China24 © Edelman, 2012. All rights reserved.
  25. 25. Trust in NGOs surges over time in China, India and South Korea; Steep trust decrease in Japan since 2011 TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) U.S. UK/France/Germany China India South Korea Japan 80% 79% 72% 70% 68% 60% 54% 50% 52% 48% 48% 42% 40% 39% 36% 30% 31% 28% 20% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Non-governmental organizations 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 35-64 in the U.S., UK/France/Germany, China, India, South Korea, and Japan.25 © Edelman, 2012. All rights reserved.
  26. 26. Trust in NGOs surges over time in South Korea, but drops significantly in Japan from 2011 to 2012 TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) South Korea Japan 0.8 72% 0.7 0.6 0.5 42% 0.4 39% 0.3 28% 0.2 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Non-governmental organizations 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 35-64 in South Korea and Japan26 © Edelman, 2012. All rights reserved.
  27. 27. 27 © Edelman, 2012. All rights reserved.
  28. 28. Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly converges this year TRUST IN BUSINESS AND GOVERNMENT Business Government Japan India 100% 100% 80% 80% 74% 70% 63% 65% 61% 57% 67% 60% 53% 54% 69% 66% 67% 47% 60% 43% 41% 52% 53% 52% 40% 40% 49% 45% 45% 43% 45% 28% 41% 43% 43% 31% 20% 20% 0% 0% 2005 2006 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012 100% South Korea China 100% 80% 83% 78% 79% 80% 80% 77% 72% 75% 67% 63% 60% 48% 71% 46% 60% 66% 66% 46% 43% 67% 45% 43% 40% 47% 56% 54% 43% 34% 40% 50% 40% 38% 31% 35% 38% 20% 29% 26% 20% 0% 0% 2006 2007 2008 2009 2010 2011 2012 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government 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 35-64 in Japan, India, South Korea and China28 © Edelman, 2012. All rights reserved.
  29. 29. Asia Pacific more likely than global peers to view CEOs and government officials as credible spokespeople CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Academic or expert 70% Academic or expert 68% #2 63%* Technical expert in the company 64% Technical expert in the company 66% #1 65% Financial or industry analyst 53% A person like yourself 65% #3 60%* CEO 50% Regular employee 50% 41%* NGO representative 47% NGO representative 50% 49% A person like yourself 43% Financial or industry analyst 46% 46% Government official or regulator 43% CEO 38% 46%* Regular employee 34% Government official or regulator 29% 33%* *Significant difference at the 95% confidence level vs. 2012 global Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region29 © Edelman, 2012. All rights reserved.
  30. 30. Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012 CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) 2011 2012 Academic or expert 68% Technical expert in the company 64% Technical expert in the company 61% Academic or expert 61% -7 CEO 58% A person like yourself 60% + 23 Financial or industry analyst 51% NGO representative 47% + 4 Government official or regulator 47% CEO 46% - 12 NGO representative 43% Financial or industry analyst 44% - 7 A person like yourself 37% Regular employee 41% + 8 Regular employee 33% Government official or regulator 31% - 16 APAC Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)30 © Edelman, 2012. All rights reserved.

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