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2016 Edelman Trust Barometer China - English

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2016 Edelman Trust Barometer China - English

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2016 Edelman Trust Barometer China - English

  1. 1. China 2016 Edelman Trust Barometer
  2. 2. Informed Public ‣ 9 years in 20+ markets ‣ Represents 15% of total population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College-educated ‣ In top 25% of household income per age group in each market ‣ 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/area 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 - November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total population 2
  3. 3. 3 1 State of Trust
  4. 4. 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 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 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Trust Index: General Population Lags Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 6 in 10 countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government,business,media and NGOs. 28-country/area global total. Informed Public General Population 60 Global 50 Global 4 Trusters Neutrals Distrusters
  5. 5. 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 Trust Rising 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/area global total. 5 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 NGOs Business Media Government +4 +6 +6 +3 Informed Public General Population +4 +5 +2 +1 2015 2016
  6. 6. 54 58 64 7571 70 73 79 72 70 77 8283 80 81 86 Trust Rising 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, China. 6 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 Informed Public General Population NGOs Business Media Government +11 +10 +4 +4 +17 +12 +9 +4 2015 2016
  7. 7. 76 80 79 75 82 68 69 65 61 71 2012 2013 2014 2015 2016 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, China. 7 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 11pt Gap 8pt Gap
  8. 8. Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population An Accelerating Disparity 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/area global total, 2012 vs 2016. GDP 5 = U.S., China, Japan, Germany, U.K. 8 Increased Gap Decreased Gap Gap has increased in 16 of 25 countries Global25 GDP5 France U.K U.S. Spain Mexico Singapore S.Korea Malaysia India China Brazil Germany Australia Ireland Russia Poland Canada Japan Indonesia Italy Argentina UAE HongKong Netherlands 2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15 2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10 Sweden 3 5 12 10 8 8 7 4 4 4 3 3 3 3 2 2 1 1 0 0 -2 -2 -3 -4 -4 -4 -5
  9. 9. 2 An Opportunity for Business
  10. 10. 40% 50% 60% 70% 80% 90% Sector Trends: Consumer Categories Rebound 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 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, China. *From 2012-2014, Pharma included as subsector(Q61f-65f). **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 ` Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 88% 88% 87% 84% 90% 2 Automotive 77% 82% 84% 78% 82% 5 Energy 74% 80% 78% 74% 82% 8 Consumer Packaged Goods 68% 76% 76% 72% 79% 11 Financial Service 72% 74% 76% 72% 76% 4 Telecommunications 72% 73% 76% 70% 76% 4 Pharmaceutical 56% 66% 66% 63% 71% 15 Food & Beverage 54% 60% 64% 62% 70% 16 General Population 10
  11. 11. Family Business in China: Big Trust Gap to Close Source: 2016 Edelman Trust Barometer 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 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. 11 Trust in different types of business 52% 66% 46% Global 59% 54%52% Asia Pacific 41% 72% 41% Europe 52% 80% 47% North America 57% 76% 40% Latin America Big Companies Family-owned State-owned General Population 79% 59% 73% China
  12. 12. 66 66 66 64 62 62 60 59 56 54 47 45 42 33 31 30 29 Canada Sweden Switzerland Germany Australia U.K. Japan Netherlands U.S. France Italy Spain SouthKorea China Brazil India Mexico Developed Markets More Trusted Source: 2016 Edelman Trust Barometer Q26-Q422. 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 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/area global total. 12 Trust in companies headquartered in each country, and percentage point change, 2012 vs. 2016 +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3 4 Year Trend General Population
  13. 13. Business Must Lead to 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, China, question asked of half the sample. 87% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 78% in 2015 General Population 13
  14. 14. Access to education/training Address income inequality Access to healthcare Protecting/improving the environment Reducing poverty Access to food/water/housing Supporting human & civil rights Modern infrastructure E E P H F 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 9-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/area global total, question asked of one quarter the sample. Societal Expectations Vary 14 Most important issue for business to address in each country/area 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 U.A.E. South 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
  15. 15. Integrity 51% 30% 21 Engagement 49% 30% 19 Products 47% 33% 14 Purpose 44% 29% 15 Operations 42% 29% 13 Companies seen as underperforming Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute 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, Importance) 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, Performance) General Population, China. Company Importance vs. Performance % Importance % Performance Gap General Population 15
  16. 16. Integrity 51% 30% 21 Has Ethical Business Practices 54% 30% 24 Takes Responsible Actions To Address An Issue Or A Crisis 50% 32% 18 Has Transparent And Open Business Practices 48% 28% 20 Engagement 49% 30% 19 Treats Employees Well 49% 32% 17 Listens To Customer Needs And Feedback 51% 32% 19 Places Customers Ahead Of Profits 50% 29% 21 Communicates Frequently And Honestly On The State Of Its Business 47% 29% 18 Products 47% 33% 14 Offers High Quality Products Or Services 55% 34% 21 Is An Innovator Of New Products, Services Or Ideas 40% 32% 8 Purpose 44% 29% 15 Works To Protect And Improve The Environment 50% 28% 22 Creates Programs That Positively Impact The Local Community 44% 30% 14 Addresses Society's Needs In Its Everyday Business 44% 31% 13 Partners With NGOs, Government And Third Parties To Address Societal Issues 37% 28% 9 Operations 42% 29% 13 Has Highly-Regarded And Widely Admired Top Leadership 41% 28% 13 Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 42% 29% 13 Delivers Consistent Financial Returns To Investors 42% 29% 13 Companies seen as underperforming Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute 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, Importance) 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, Performance) General Population, China. Company Importance vs. Performance % Importance % Performance Gap General Population 16
  17. 17. 3 The Evolving Role of the CEO
  18. 18. Building Trust Through Credible Influences 18 Actions Values Employee Advocacy Engagement Trust
  19. 19. Actions The Evolving Role of the CEO:
  20. 20. 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,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can be trust to create jobs’] (Bot 5 Box, Do not agree) General Population, China. 20 Percent who agree with each statement about CEOs Focus on short- term financial results Government relations Too Much 74% 74% Not Enough Deliver high quality products and services 87% Positive long-term impact 71% General Population
  21. 21. Purpose and Profits Matter 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, China, question asked of half the sample. 21 Percent who agree that CEOs should be personally visible in discussing… 85% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 81% Financial Results General Population
  22. 22. Values The Evolving Role of the CEO:
  23. 23. 80% 85% 88%88% Their education and how it shaped them Their personal success story The obstacles they have overcome Their personal values Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28- country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, China, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO General Population 23
  24. 24. Desired Leadership Qualities Characteristics that make a CEO trustworthy, percent who selected each as one of the top 5 in China 24 General Population Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the 5 most important characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample. * Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country global total. 40 35 30 27 26 Visionary Innovative Decisive Experienced Authentic
  25. 25. Employee Advocacy The Inversion of Influence:
  26. 26. Company NOT engaged in societal issues Company engaged in societal issues Employee Advocacy Increases With Societal 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? Q530-536. 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, China, question asked of half the sample. 26 Percent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not 62 65 67 68 67 77 86 Recommend company as an employer Stay working for the company 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 8 14 24 22 22 24 23 94 91 91 90 89 89 85 General Population
  27. 27. Engagement The Inversion of Influence:
  28. 28. 59 58 49 43 52 45 39 38 40 69 66 60 57 57 54 46 45 44 CEOs Receive Largest Increase as Most Credible Spokesperson 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, China, question asked of half the sample. 28 Percent who rate each spokesperson as extremely/very credible 2015 2016 +14 Technical Expert Academic Expert A person like yourself Financial Industry Analyst EmployeeCEO NGO representative Board of Directors Government official/regul ator General Population
  29. 29. 77 78 75 70 76 73 73 70 60 72 69 67 68 60 69 75 75 76 69 75 64 58 56 52 64 2012 2013 2014 2015 2016 Integrated 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, China, question asked of half the sample. Trust in each source for general news and information *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. Millennials even more trusting of digital media than general population Industry Millenials Gap Traditional Media 76% 0 Search Engines* 79% 4 Online-only Media** 75% 3 Social media 75% 6 Owned media 69% 5 General Population
  30. 30. 72 70 68 50 42 41 Social TV Search Newspapers Magazines Blogs Power of Peer-Driven Media 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, China, question asked of half the sample. 30 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
  31. 31. 31 4 Trust Impact
  32. 32. 79 67 61 57 46 41 58 49 47 29 31 24 Trust Matters Source: 2016 Edelman 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, China, 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, China, question asked of half the sample. 32 Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Shared negative opinions Paid more than wanted Sold shares Disagreed with others Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Paid more Boughtshares Defended company General Population
  33. 33. Influence The Inversion of Influence 33 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
  34. 34. Embracing the New Reality of Influence to Build Trust Through Creditable Influences 34 ‣ 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 Actions Values Employee Advocacy Engagement Influence AuthorityLeadership TRUST
  35. 35. Thank You

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