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![CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the
average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’ (Top 4 Box, Agree); ‘CEOs can
be trusted to create jobs’ (Bot 5 Box, Do not agree)] General Population, New Zealand.
23
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
65%
43%
Job creation
Positive
long-term impact
Not Enough
63%
47%
General
Population](https://image.slidesharecdn.com/2016trustbarometernz-160316012802/85/2016-Edelman-Trust-Barometer-New-Zealand-23-320.jpg)
Uploaded byDavid Brain
2016 Edelman Trust Barometer New Zealand
This document summarizes key findings from the 2016 Edelman Trust Barometer report for New Zealand. Some of the main points include: - Trust in institutions is rising globally but declining in New Zealand, with media being much less trusted. - There is a significant divide in trust levels between the informed public and mass population in New Zealand and globally. - Peer-driven media and social networks now have more influence than traditional top-down sources of news and information. - Experts and peers are seen as more credible sources of information about companies than CEOs or government officials. - Business is the most trusted institution in New Zealand to keep up with changing times. Within industries, technology and
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2016 Edelman Trust Barometer New Zealand
- 1. New Zealand Report 2016Edelman Trust Barometer Join the conversation #TrustBarometerNZ
- 2. Informed Public ‣ 8years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ Tertiary educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 29 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2 ‣ 1 year of data ‣ 1,000 respondents ‣ All fieldwork was conducted in November, 2015 New Zealand Survey
- 3. 72 59 34 34 30 12 54 50 24 35 17 6 Trust Matters Source: 2016Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, New Zealand, question asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, New Zealand, question asked of half the sample. 3 Percent who engage in each behaviour based on trust Behaviours for Distrusted Companies Behaviours for Trusted Companies Refused to buy products/services Criticised Companies Paid More than wanted Shared Negative Opinions Disagreed with others Sold Shares Chose to buy products/services Recommended them to a friend/colleague Paid More for Products/Services Shared positive opinions online Defended Company Bought Shares most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines General Population
- 4. 1 State ofTrust
- 5. Trust Rising Globally;But in NZ, Media Much Less Well Regarded Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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 Public and General Population, 27-country global total; Informed Public and General Population, New Zealand. 5 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 Informed Public General Population 2016 NZ 2016 67 69 63 57 57 47 NGOs Business Media Government 51 53 55 54 53 51 47 38 42 41
- 6. 60 64 65 63 66 50 53 54 51 55 46 48 45 48 51 38 41 39 42 43 20122013 2014 2015 2016 54 58 58 56 62 47 50 49 49 53 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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 Public and General Population, 25-country global total; Informed Public and General Population, New Zealand. 6 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 53 57 53 51 56 46 49 48 46 49 NGOs Government Media Business Post-Recession Highs Globally; In NZ, Trust Gap Least for Business Informed Public General Population69 54 57 51 47 38 53 41 Global totals exclude Colombia and New Zealand in 2016. 11 gap 15 gap 9 gap 6 gap 7 gap 9 gap 8 gap 12 gap
- 7. 57 Mexico 55 Canada 55Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 New Zealand 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 18 of 29 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. Global totals exclude New Zealand Mass Population 48 Global For the mass population, the global index falls into distruster territory 7 Trusters Neutrals Distrusters 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 46 New Zealand 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil General Population 50 Global60 Global 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 58 Brazil 58 Italy 58 Malaysia 57 U.K. 56 New Zealand 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public
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- 9. A Significant Divide Source:2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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 Public and Mass Population, 25-country global total; Informed Public and General Population, New Zealand. 9 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap 12pt Gap 56 44 2016 Global totals exclude Colombia and New Zealand in 2016. 60 48 44 47 2012 2013 2014 2015 2016 46 46 53 58 56 56
- 10. 50% 19 of 29countries have a double-digit trust gap between high-income and low-income respondents Trust Index: A Link to Income Inequality Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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, 28-country global total, lower vs. upper quartile income in each country. GDP 5 = U.S., China, Japan, Germany, U.K. 10 Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them 60 57 71 64 78 78 68 49 52 62 67 49 45 46 50 53 40 74 49 79 46 65 68 59 38 44 80 55 62 58 71 46 42 40 35 52 56 48 30 33 45 50 32 31 32 37 40 27 62 37 69 36 56 59 51 30 37 73 48 55 52 66 Global GDP5 U.S. France Brazil India Netherlands Russia U.K. Italy Singapore Japan HongKong Turkey Sweden Spain Poland Colombia NewZealand Mexico Ireland SouthAfrica UAE Argentina SouthKorea Germany Indonesia Australia Malaysia Canada China 19192022262931 Low-income respondents High-income respondents Global totals exclude Colombia and New Zealand in 2016.
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- 12. Influence The Inversion of Influence 12 Influence &Authority Authority Old Model ‣ Elites have access to more/better information ‣ Elites’ interests interconnected with those of mass ‣ Becoming an “elite” open to all New Reality ‣ Peer-to-peer influence more powerful than top- down ‣ Increasing distrust among mass population ‣ Mass movements based on dissatisfaction and urgency The Divide ‣ Democratization of information and more information ‣ High-profile revelations of greed and misbehavior ‣ Income inequality New Zealand Mass Population 87% of population 44 Trust Index 13% of population 56 Trust Index New Zealand Informed Public Global Mass Population 85% of population 48 Trust Index 15% of population 60 Trust Index Global Informed Public
- 13. Influence of Peer-DrivenMedia Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, New Zealand, question asked of half the sample. Percent who use each media source several times a week or more General Population 2 of top 3 most-used sources of news and information are peer- influenced media 13 69 64 57 56 38 20 Search TV Social Radio Newspapers Magazines
- 14. NZ 2016 55 52 40 32 26 Industry Global 2016 Search engines*63 Traditional media 58 Online-only media** 53 Owned media 46 Social media 44 58 53 44 63 46 2012 2013 2014 2015 2016 Transformed Media Landscape Source: 2016 Edelman Trust Barometer 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 nine-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 and Millennials, 25-country global total; General Population, New Zealand *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information Millennials even more trusting of digital media than general population General Population 14 Millennials Gap 66 3 58 0 58 5 51 5 51 7
- 15. 63 64 57 50 48 41 50 39 33 67 64 63 5352 49 48 44 35 67 64 59 48 54 46 42 41 34 Peers, Experts More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, 27-country global total and New Zealand, question asked of half the sample. Percent who rate each spokesperson as extremely/very credible 2015 2016 +6 Technical Expert A person like yourself Academic Expert Financial Industry Analyst CEO Board of Directors Employee NGO representative A person like yourself credibility increased the most globally General Population Government official/ regulator 15 NZ 2016 Employees amongst the most credible in New Zealand Global totals exclude Colombia and New Zealand in 2016. +8
- 16. 4 An Opportunity forBusiness
- 17. Business Most Trustedto Keep Pace Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) General Population and Informed Public, New Zealand 17 Percent trust, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust Trusted to keep paceBusiness in the lead Informed Public General Population 69 55 57 61 57 47 53 48 54 49 51 56 50 38 41 40 NGOs Business Media Government
- 18. 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Financial ServicesRebounds Globally Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-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, 25-country global total; General Population, New Zealand. *From 2012- 2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012-2016 2012 2013 2014 2015 2016 General Population 18 Industry 2012 2013 2014 2015 Global 2016 5 yr. Trend NZ 2016 Technology 76% 73% 75% 73% 74% 2 67% Food & Beverage 63% 63% 64% 63% 64% 1 64% Consumer Packaged Goods 57% 60% 61% 60% 61% 4 56% Telecommunications 58% 60% 61% 59% 60% 2 54% Automotive 62% 65% 69% 66% 60% 2 56% Energy 53% 57% 57% 56% 58% 5 53% Pharmaceutical 54% 54% 55% 54% 53% 1 34% Financial Services 43% 47% 48% 48% 51% 8 47% Global totals exclude Colombia and New Zealand in 2016.
- 19. Business Must Leadto Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, New Zealand, question asked of half the sample. “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” General Population 19 77% agree
- 20. Purpose Impacts Trust Percentwho cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, New Zealand. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Provides a range of public services Fails to contribute to the greater good Does not help me and my family live a fulfilling life Provides few/no public services // Lacks economic growth 56% 46% 44% 48% 37% 35% General Population 20
- 21. 5 Building Trustin a Divided World
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- 23. CEO Focus Misplaced Source:2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’ (Top 4 Box, Agree); ‘CEOs can be trusted to create jobs’ (Bot 5 Box, Do not agree)] General Population, New Zealand. 23 Percent who agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 65% 43% Job creation Positive long-term impact Not Enough 63% 47% General Population
- 24. Purpose and ProfitsMatter Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, New Zealand, question asked of half the sample. 24 Percent who agree that CEOs should be personally visible in discussing… 80% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 72% Financial Results General Population
- 25. Access to education/training Addressincome inequality Access to healthcare Protecting/improving the environment Reducing poverty Supporting human & civil rights Modern infrastructure E E P H Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. Societal Expectations Vary 25 Most important issue for business to address in each country Canada Brazil Germany France China U.S. Poland Argentina Sweden Mexico U.K. Ireland Netherlands Turkey Singapore Hong Kong Malaysia Colombia Japan Australia Russia S. Korea Italy Spain Indonesia UAE S. Africa India General Population R I I E E R H E E E E E P P E H P E H H H E E E E E P I H E I I New Zealand
- 26. Integrity 57% 15%42 Exhibits highly ethical behaviors 58% 14% 44 Takes responsible actions to address an issue or crisis 56% 19% 37 Behaves in a way that is transparent and open 55% 13% 42 Engagement 54% 14% 40 Treats employees well 60% 15% 45 Listens to customer needs and feedback 57% 14% 43 Places customer ahead of profits 51% 12% 39 Communicates frequently and honestly on the state of their company 48% 13% 35 Products 36% 19% 17 Places a premium on offering high quality products or services 40% 19% 21 Is focused on driving innovation and introducing new products/services/ideas 33% 19% 14 Purpose 35% 14% 21 Is dedicated to protecting and improving the environment 41% 13% 28 Ensures that the company creates programs that positively impact the local community in which it operates 36% 15% 21 Ensures that the company addresses society's needs in its everyday business 35% 15% 20 Ensures that the company partners with NGOs, government and third parties to address societal issues 29% 14% 15 Operations 31% 18% 13 Attracts and retains a highly-regarded and widely admired top leadership team 36% 19% 17 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 16% 12% 4 Manages the company in a way that delivers consistent financial returns 40% 22% 18 Leaders Seen As Underperforming Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs 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.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, New Zealand Importance vs. performance of 16 trust-building leadership attributes CEO Importance CEO Performance Gap General Population 26
- 27. 65 60 40 48 48 50 5455 56 57 58 59 59 60 62 62 63 64 64 64 72 73 76 76 77 77 78 79 83 85 89 Global GDP5 Japan Russia France Sweden Australia S.Korea Poland U.K. Italy HongKong New Zealand Ireland Germany Netherlands Spain Turkey Canada U.S. S.Africa Singapore Malaysia UAE Indonesia Brazil Argentina China India Colombia Mexico 50% Significant Employee Lack of Trust Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-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, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 27 Percent who trust the company for which they work TrustedNot Trusted General Population Global totals exclude Colombia and New Zealand.
- 28. Employee Advocacy Increases WithSocietal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, New Zealand, question asked of half the sample. 28 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not General Population 82 55 52 55 54 69 68 81 Stay working for the company Recommend company as an employer Confidence in the future of the company Motivated to perform Recommend products and services to others Committed to achieving our strategy Do the best possible job for the customer Impact of Company Engagement 10 18 16 29 26 29 25 91 86 85 83 81 81 80 Company NOT engaged in societal issues Company engaged in societal issues
- 29. Peers Influence Purchase Source:The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? The impact of online and offline conversations about brands with friends and other people like me Source: 2015 Earned Brand Study of Global Consumers purchase decisions at the moment of truth 75% Build Inspiration % They give me a sense of community 16 They get me 17 Push Consideration % They push me to try new things 25 They suggest products/services 27 They make me trust the brand more 29 Moment of Truth % They help me overcome concerns 37 They help me make decisions 44 They warn me about the risks 45 peers influence 29
- 30. Actions Values Employee Advocacy Engagement Embracing the New Realityof Influence to Address Trust Inequality ‣ Create societal impact in addition to profits through purposeful action ‣ Express your values through honest, ethical engagement in which you share your story ‣ Ignite your most powerful advocate, your employees ‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them Influence TRUST 30 Leadership TRUST
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