SlideShare a Scribd company logo

2016 Edelman Trust Barometer China - English

2016 Edelman Trust Barometer China - English

1 of 35
Download to read offline
China
2016 Edelman
Trust Barometer
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
1 State of Trust
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
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
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
Ad

Recommended

2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong KongEdelman APACMEA
 
2016 Edelman Trust Barometer Korea
2016 Edelman Trust Barometer Korea2016 Edelman Trust Barometer Korea
2016 Edelman Trust Barometer KoreaEdelman APACMEA
 
2015 Edelman Trust Barometer South Korea
2015 Edelman Trust Barometer South Korea2015 Edelman Trust Barometer South Korea
2015 Edelman Trust Barometer South KoreaEdelman APACMEA
 
2016 Edelman Trust Barometer Singapore
2016 Edelman Trust Barometer Singapore2016 Edelman Trust Barometer Singapore
2016 Edelman Trust Barometer SingaporeEdelman APACMEA
 
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia DataEdelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia DataMatthew Gain
 
2015 Edelman Trust Barometer Malaysia
2015 Edelman Trust Barometer Malaysia2015 Edelman Trust Barometer Malaysia
2015 Edelman Trust Barometer MalaysiaEdelman APACMEA
 
2016 Edelman Trust Barometer Malaysia
2016 Edelman Trust Barometer Malaysia2016 Edelman Trust Barometer Malaysia
2016 Edelman Trust Barometer MalaysiaEdelman APACMEA
 
Edelman Trust Barometer 2016 Indonesia
Edelman Trust Barometer 2016 IndonesiaEdelman Trust Barometer 2016 Indonesia
Edelman Trust Barometer 2016 IndonesiaEdelman APACMEA
 

More Related Content

What's hot

2016 Edelman Trust Barometer India
2016 Edelman Trust Barometer India2016 Edelman Trust Barometer India
2016 Edelman Trust Barometer IndiaEdelman APACMEA
 
Edelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - ItalyEdelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - ItalyEdelman Italia
 
Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Dave Fleet
 
Trust in China and Europe 2016 (English)
Trust in China and Europe 2016 (English)Trust in China and Europe 2016 (English)
Trust in China and Europe 2016 (English)Edelman APACMEA
 
2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer IndiaEdelman APACMEA
 
Edelman Trust Barometer 2016: Ergebnisse Financial Services
Edelman Trust Barometer 2016: Ergebnisse Financial ServicesEdelman Trust Barometer 2016: Ergebnisse Financial Services
Edelman Trust Barometer 2016: Ergebnisse Financial ServicesEdelman.ergo GmbH
 
Trust in Asia Pacific, Middle East & Africa 2016
Trust in Asia Pacific, Middle East & Africa 2016Trust in Asia Pacific, Middle East & Africa 2016
Trust in Asia Pacific, Middle East & Africa 2016Edelman APACMEA
 
Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry Edelman
 
Edelman Trust Barometer 2015 - Food & Beverage - European Results
Edelman Trust Barometer 2015 - Food & Beverage - European ResultsEdelman Trust Barometer 2015 - Food & Beverage - European Results
Edelman Trust Barometer 2015 - Food & Beverage - European ResultsEdelman Amsterdam
 
Edelman Trust Barometer 2016 - Ireland
Edelman Trust Barometer 2016 - IrelandEdelman Trust Barometer 2016 - Ireland
Edelman Trust Barometer 2016 - IrelandEdelman
 
2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong 2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong Edelman
 
Edelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
 
2015 Edelman Trust Barometer Singapore
2015 Edelman Trust Barometer Singapore2015 Edelman Trust Barometer Singapore
2015 Edelman Trust Barometer SingaporeEdelman APACMEA
 
Edelman Trust Barometer 2007
Edelman Trust Barometer 2007Edelman Trust Barometer 2007
Edelman Trust Barometer 2007edelman.milan
 
Edelman Trust Barometer 2016 - UK Results
Edelman Trust Barometer 2016 - UK ResultsEdelman Trust Barometer 2016 - UK Results
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
 
2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector ResultsEdelman
 
2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer AustraliaEdelman APACMEA
 
2014 Edelman Trust Barometer: Global Energy Findings
2014 Edelman Trust Barometer: Global Energy Findings2014 Edelman Trust Barometer: Global Energy Findings
2014 Edelman Trust Barometer: Global Energy FindingsEdelman
 
2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian FindingsEdelman
 
Edelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy RomaEdelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy RomaEdelman Italia
 

What's hot (20)

2016 Edelman Trust Barometer India
2016 Edelman Trust Barometer India2016 Edelman Trust Barometer India
2016 Edelman Trust Barometer India
 
Edelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - ItalyEdelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - Italy
 
Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Edelman Trust Barometer 2008
Edelman Trust Barometer 2008
 
Trust in China and Europe 2016 (English)
Trust in China and Europe 2016 (English)Trust in China and Europe 2016 (English)
Trust in China and Europe 2016 (English)
 
2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India
 
Edelman Trust Barometer 2016: Ergebnisse Financial Services
Edelman Trust Barometer 2016: Ergebnisse Financial ServicesEdelman Trust Barometer 2016: Ergebnisse Financial Services
Edelman Trust Barometer 2016: Ergebnisse Financial Services
 
Trust in Asia Pacific, Middle East & Africa 2016
Trust in Asia Pacific, Middle East & Africa 2016Trust in Asia Pacific, Middle East & Africa 2016
Trust in Asia Pacific, Middle East & Africa 2016
 
Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry
 
Edelman Trust Barometer 2015 - Food & Beverage - European Results
Edelman Trust Barometer 2015 - Food & Beverage - European ResultsEdelman Trust Barometer 2015 - Food & Beverage - European Results
Edelman Trust Barometer 2015 - Food & Beverage - European Results
 
Edelman Trust Barometer 2016 - Ireland
Edelman Trust Barometer 2016 - IrelandEdelman Trust Barometer 2016 - Ireland
Edelman Trust Barometer 2016 - Ireland
 
2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong 2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong
 
Edelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector Results
 
2015 Edelman Trust Barometer Singapore
2015 Edelman Trust Barometer Singapore2015 Edelman Trust Barometer Singapore
2015 Edelman Trust Barometer Singapore
 
Edelman Trust Barometer 2007
Edelman Trust Barometer 2007Edelman Trust Barometer 2007
Edelman Trust Barometer 2007
 
Edelman Trust Barometer 2016 - UK Results
Edelman Trust Barometer 2016 - UK ResultsEdelman Trust Barometer 2016 - UK Results
Edelman Trust Barometer 2016 - UK Results
 
2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results
 
2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia
 
2014 Edelman Trust Barometer: Global Energy Findings
2014 Edelman Trust Barometer: Global Energy Findings2014 Edelman Trust Barometer: Global Energy Findings
2014 Edelman Trust Barometer: Global Energy Findings
 
2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings
 
Edelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy RomaEdelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy Roma
 

Viewers also liked

2017 Edelman TRUST BAROMETER™- Global Results
2017 Edelman TRUST BAROMETER™- Global Results2017 Edelman TRUST BAROMETER™- Global Results
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
 
2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election
2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election
2017 Edelman Trust Barometer - Trust and the U.S. Presidential ElectionEdelman
 
SharePoint Web Content-Archivierung mit Qumram
SharePoint Web Content-Archivierung mit QumramSharePoint Web Content-Archivierung mit Qumram
SharePoint Web Content-Archivierung mit QumramQumram
 
2017 Edelman Trust Barometer - Indonesia
2017 Edelman Trust Barometer - Indonesia2017 Edelman Trust Barometer - Indonesia
2017 Edelman Trust Barometer - IndonesiaEdelman APACMEA
 
2017 Edelman Trust Barometer - India
2017 Edelman Trust Barometer - India2017 Edelman Trust Barometer - India
2017 Edelman Trust Barometer - IndiaEdelman APACMEA
 
2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer ChinaEdelman APACMEA
 
2012 Edelman Trust Barometer - China Results
2012 Edelman Trust Barometer - China Results 2012 Edelman Trust Barometer - China Results
2012 Edelman Trust Barometer - China Results Edelman APACMEA
 
2017 Edelman Trust Barometer - China
2017 Edelman Trust Barometer - China2017 Edelman Trust Barometer - China
2017 Edelman Trust Barometer - ChinaEdelman APACMEA
 
Online Wealth Management Solution for China Market ppt
Online Wealth Management Solution for China Market pptOnline Wealth Management Solution for China Market ppt
Online Wealth Management Solution for China Market pptYiwei Chen
 
Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?
Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?
Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?Qumram
 
Archivierung von Web Applikationen bei der UBS
Archivierung von Web Applikationen bei der UBSArchivierung von Web Applikationen bei der UBS
Archivierung von Web Applikationen bei der UBSQumram
 
Principles of Practice - Private Wealth Management
Principles of Practice - Private Wealth ManagementPrinciples of Practice - Private Wealth Management
Principles of Practice - Private Wealth ManagementEva Law
 
2017 Edelman Trust Barometer - Singapore
2017 Edelman Trust Barometer - Singapore2017 Edelman Trust Barometer - Singapore
2017 Edelman Trust Barometer - SingaporeEdelman APACMEA
 
Slides zu Fachdidaktik I, 2017
Slides zu Fachdidaktik I, 2017Slides zu Fachdidaktik I, 2017
Slides zu Fachdidaktik I, 2017Philippe Wampfler
 
2016 Earned Brand Australia
2016 Earned Brand Australia2016 Earned Brand Australia
2016 Earned Brand AustraliaEdelman APACMEA
 
CH&Co - Supporting the development and adoption of RegTech
CH&Co - Supporting the development and adoption of RegTechCH&Co - Supporting the development and adoption of RegTech
CH&Co - Supporting the development and adoption of RegTechNicolas Heguy
 
Israeli Innovation Can Accelerate China's FinTech Revolution
Israeli Innovation Can Accelerate China's FinTech RevolutionIsraeli Innovation Can Accelerate China's FinTech Revolution
Israeli Innovation Can Accelerate China's FinTech RevolutionEsther Loewy
 

Viewers also liked (19)

2017 Edelman TRUST BAROMETER™- Global Results
2017 Edelman TRUST BAROMETER™- Global Results2017 Edelman TRUST BAROMETER™- Global Results
2017 Edelman TRUST BAROMETER™- Global Results
 
2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election
2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election
2017 Edelman Trust Barometer - Trust and the U.S. Presidential Election
 
SharePoint Web Content-Archivierung mit Qumram
SharePoint Web Content-Archivierung mit QumramSharePoint Web Content-Archivierung mit Qumram
SharePoint Web Content-Archivierung mit Qumram
 
2017 Edelman Trust Barometer - Indonesia
2017 Edelman Trust Barometer - Indonesia2017 Edelman Trust Barometer - Indonesia
2017 Edelman Trust Barometer - Indonesia
 
2017 Edelman Trust Barometer - India
2017 Edelman Trust Barometer - India2017 Edelman Trust Barometer - India
2017 Edelman Trust Barometer - India
 
2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China
 
2012 Edelman Trust Barometer - China Results
2012 Edelman Trust Barometer - China Results 2012 Edelman Trust Barometer - China Results
2012 Edelman Trust Barometer - China Results
 
2017 Edelman Trust Barometer - China
2017 Edelman Trust Barometer - China2017 Edelman Trust Barometer - China
2017 Edelman Trust Barometer - China
 
Boletín ortodoncia 01
Boletín ortodoncia 01Boletín ortodoncia 01
Boletín ortodoncia 01
 
Online Wealth Management Solution for China Market ppt
Online Wealth Management Solution for China Market pptOnline Wealth Management Solution for China Market ppt
Online Wealth Management Solution for China Market ppt
 
Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?
Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?
Qumram at 6th kobil roundtable: Raten Sie noch oder recorden Sie schon?
 
Chinese Development Finance Update
Chinese Development Finance UpdateChinese Development Finance Update
Chinese Development Finance Update
 
Archivierung von Web Applikationen bei der UBS
Archivierung von Web Applikationen bei der UBSArchivierung von Web Applikationen bei der UBS
Archivierung von Web Applikationen bei der UBS
 
Principles of Practice - Private Wealth Management
Principles of Practice - Private Wealth ManagementPrinciples of Practice - Private Wealth Management
Principles of Practice - Private Wealth Management
 
2017 Edelman Trust Barometer - Singapore
2017 Edelman Trust Barometer - Singapore2017 Edelman Trust Barometer - Singapore
2017 Edelman Trust Barometer - Singapore
 
Slides zu Fachdidaktik I, 2017
Slides zu Fachdidaktik I, 2017Slides zu Fachdidaktik I, 2017
Slides zu Fachdidaktik I, 2017
 
2016 Earned Brand Australia
2016 Earned Brand Australia2016 Earned Brand Australia
2016 Earned Brand Australia
 
CH&Co - Supporting the development and adoption of RegTech
CH&Co - Supporting the development and adoption of RegTechCH&Co - Supporting the development and adoption of RegTech
CH&Co - Supporting the development and adoption of RegTech
 
Israeli Innovation Can Accelerate China's FinTech Revolution
Israeli Innovation Can Accelerate China's FinTech RevolutionIsraeli Innovation Can Accelerate China's FinTech Revolution
Israeli Innovation Can Accelerate China's FinTech Revolution
 

Similar to 2016 Edelman Trust Barometer China - English

2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong ResultsEdelman
 
2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services ResultsEdelman
 
2016 Edelman Trust Barometer - Technology Results
2016 Edelman Trust Barometer - Technology Results2016 Edelman Trust Barometer - Technology Results
2016 Edelman Trust Barometer - Technology ResultsEdelman
 
2016 Edelman Trust Barometer - Energy Results
2016 Edelman Trust Barometer - Energy Results2016 Edelman Trust Barometer - Energy Results
2016 Edelman Trust Barometer - Energy ResultsEdelman
 
2016 Edelman Trust Barometer - Healthcare Sector Results
2016 Edelman Trust Barometer - Healthcare Sector Results2016 Edelman Trust Barometer - Healthcare Sector Results
2016 Edelman Trust Barometer - Healthcare Sector ResultsEdelman
 
Edelman TRUST BAROMETER 2016 - Nederland
Edelman TRUST BAROMETER 2016 - NederlandEdelman TRUST BAROMETER 2016 - Nederland
Edelman TRUST BAROMETER 2016 - NederlandEdelman Amsterdam
 
Trust Barometer_Sustainable Brands_FINAL_06.05.16
Trust Barometer_Sustainable Brands_FINAL_06.05.16Trust Barometer_Sustainable Brands_FINAL_06.05.16
Trust Barometer_Sustainable Brands_FINAL_06.05.16Bob Knott
 
Edelman Trust Barometer 2016 - Italian launch
Edelman Trust Barometer 2016 - Italian launchEdelman Trust Barometer 2016 - Italian launch
Edelman Trust Barometer 2016 - Italian launchEdelman Italia
 
2016 Edelman Trust Barometer - Employee Engagement
2016 Edelman Trust Barometer - Employee Engagement2016 Edelman Trust Barometer - Employee Engagement
2016 Edelman Trust Barometer - Employee EngagementEdelman
 
2016 Edelman TRUST BAROMETER - Global Results
2016 Edelman TRUST BAROMETER - Global Results2016 Edelman TRUST BAROMETER - Global Results
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
 
Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
 
Edelman Trust Barometer 2016: Ergebnisse Deutschland
Edelman Trust Barometer 2016: Ergebnisse DeutschlandEdelman Trust Barometer 2016: Ergebnisse Deutschland
Edelman Trust Barometer 2016: Ergebnisse DeutschlandEdelman.ergo GmbH
 
2016 trust barometer global master deck woolf institute
2016 trust barometer global master deck   woolf institute2016 trust barometer global master deck   woolf institute
2016 trust barometer global master deck woolf instituteChristina Fuhr, Ph.D.
 
2016 Edelman Trust Barometer - Trust and the CEO
2016 Edelman Trust Barometer - Trust and the CEO2016 Edelman Trust Barometer - Trust and the CEO
2016 Edelman Trust Barometer - Trust and the CEOEdelman
 
2018 Edelman Trust Barometer - Singapore
2018 Edelman Trust Barometer - Singapore2018 Edelman Trust Barometer - Singapore
2018 Edelman Trust Barometer - SingaporeEdelman APACMEA
 
Edelman Trust Barometer - Consolidado Global/LatAm/Argentina
Edelman Trust Barometer - Consolidado Global/LatAm/ArgentinaEdelman Trust Barometer - Consolidado Global/LatAm/Argentina
Edelman Trust Barometer - Consolidado Global/LatAm/ArgentinaPaula Herreros
 
2016 Edelman Trust Barometer New Zealand
2016 Edelman Trust Barometer New Zealand2016 Edelman Trust Barometer New Zealand
2016 Edelman Trust Barometer New ZealandDavid Brain
 
2020 Edelman Trust Barometer Global Report
2020 Edelman Trust Barometer Global Report2020 Edelman Trust Barometer Global Report
2020 Edelman Trust Barometer Global ReportLauren Goldstein
 
2017 Edelman Trust Barometer - Korea
2017 Edelman Trust Barometer - Korea2017 Edelman Trust Barometer - Korea
2017 Edelman Trust Barometer - KoreaEdelman APACMEA
 

Similar to 2016 Edelman Trust Barometer China - English (20)

2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results
 
2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results
 
2016 Edelman Trust Barometer - Technology Results
2016 Edelman Trust Barometer - Technology Results2016 Edelman Trust Barometer - Technology Results
2016 Edelman Trust Barometer - Technology Results
 
2016 Edelman Trust Barometer - Energy Results
2016 Edelman Trust Barometer - Energy Results2016 Edelman Trust Barometer - Energy Results
2016 Edelman Trust Barometer - Energy Results
 
2016 Edelman Trust Barometer - Healthcare Sector Results
2016 Edelman Trust Barometer - Healthcare Sector Results2016 Edelman Trust Barometer - Healthcare Sector Results
2016 Edelman Trust Barometer - Healthcare Sector Results
 
Edelman TRUST BAROMETER 2016 - Nederland
Edelman TRUST BAROMETER 2016 - NederlandEdelman TRUST BAROMETER 2016 - Nederland
Edelman TRUST BAROMETER 2016 - Nederland
 
Trust Barometer_Sustainable Brands_FINAL_06.05.16
Trust Barometer_Sustainable Brands_FINAL_06.05.16Trust Barometer_Sustainable Brands_FINAL_06.05.16
Trust Barometer_Sustainable Brands_FINAL_06.05.16
 
Edelman Trust Barometer 2016 - Italian launch
Edelman Trust Barometer 2016 - Italian launchEdelman Trust Barometer 2016 - Italian launch
Edelman Trust Barometer 2016 - Italian launch
 
2016 Edelman Trust Barometer - Employee Engagement
2016 Edelman Trust Barometer - Employee Engagement2016 Edelman Trust Barometer - Employee Engagement
2016 Edelman Trust Barometer - Employee Engagement
 
2016 Edelman TRUST BAROMETER - Global Results
2016 Edelman TRUST BAROMETER - Global Results2016 Edelman TRUST BAROMETER - Global Results
2016 Edelman TRUST BAROMETER - Global Results
 
Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016
 
Edelman Trust Barometer 2016: Ergebnisse Deutschland
Edelman Trust Barometer 2016: Ergebnisse DeutschlandEdelman Trust Barometer 2016: Ergebnisse Deutschland
Edelman Trust Barometer 2016: Ergebnisse Deutschland
 
2016 trust barometer global master deck woolf institute
2016 trust barometer global master deck   woolf institute2016 trust barometer global master deck   woolf institute
2016 trust barometer global master deck woolf institute
 
2016 Edelman Trust Barometer - Trust and the CEO
2016 Edelman Trust Barometer - Trust and the CEO2016 Edelman Trust Barometer - Trust and the CEO
2016 Edelman Trust Barometer - Trust and the CEO
 
2018 Edelman Trust Barometer - Singapore
2018 Edelman Trust Barometer - Singapore2018 Edelman Trust Barometer - Singapore
2018 Edelman Trust Barometer - Singapore
 
Barómatro de Confianza 2017 por Edelman- Trust barometer global report final
Barómatro de Confianza 2017 por Edelman- Trust barometer global report final Barómatro de Confianza 2017 por Edelman- Trust barometer global report final
Barómatro de Confianza 2017 por Edelman- Trust barometer global report final
 
Edelman Trust Barometer - Consolidado Global/LatAm/Argentina
Edelman Trust Barometer - Consolidado Global/LatAm/ArgentinaEdelman Trust Barometer - Consolidado Global/LatAm/Argentina
Edelman Trust Barometer - Consolidado Global/LatAm/Argentina
 
2016 Edelman Trust Barometer New Zealand
2016 Edelman Trust Barometer New Zealand2016 Edelman Trust Barometer New Zealand
2016 Edelman Trust Barometer New Zealand
 
2020 Edelman Trust Barometer Global Report
2020 Edelman Trust Barometer Global Report2020 Edelman Trust Barometer Global Report
2020 Edelman Trust Barometer Global Report
 
2017 Edelman Trust Barometer - Korea
2017 Edelman Trust Barometer - Korea2017 Edelman Trust Barometer - Korea
2017 Edelman Trust Barometer - Korea
 

More from Edelman APACMEA

2018 Edelman Trust Barometer - China
2018 Edelman Trust Barometer - China2018 Edelman Trust Barometer - China
2018 Edelman Trust Barometer - ChinaEdelman APACMEA
 
2018 Edelman Trust Barometer - South Africa
2018 Edelman Trust Barometer - South Africa2018 Edelman Trust Barometer - South Africa
2018 Edelman Trust Barometer - South AfricaEdelman APACMEA
 
2018 Edelman Trust Barometer - Australia
2018 Edelman Trust Barometer - Australia2018 Edelman Trust Barometer - Australia
2018 Edelman Trust Barometer - AustraliaEdelman APACMEA
 
2018 Edelman Trust Barometer - Malaysia
2018 Edelman Trust Barometer - Malaysia2018 Edelman Trust Barometer - Malaysia
2018 Edelman Trust Barometer - MalaysiaEdelman APACMEA
 
2018 Edelman Trust Barometer - South Korea
2018 Edelman Trust Barometer - South Korea2018 Edelman Trust Barometer - South Korea
2018 Edelman Trust Barometer - South KoreaEdelman APACMEA
 
2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAE2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAEEdelman APACMEA
 
2018 Edelman Trust Barometer - India
2018 Edelman Trust Barometer - India2018 Edelman Trust Barometer - India
2018 Edelman Trust Barometer - IndiaEdelman APACMEA
 
2018 Edelman Trust Barometer - Hong Kong
2018 Edelman Trust Barometer - Hong Kong2018 Edelman Trust Barometer - Hong Kong
2018 Edelman Trust Barometer - Hong KongEdelman APACMEA
 
2017 Edelman Trust Barometer - Australia
2017 Edelman Trust Barometer - Australia2017 Edelman Trust Barometer - Australia
2017 Edelman Trust Barometer - AustraliaEdelman APACMEA
 
2017 Edelman Trust Barometer - Malaysia
2017 Edelman Trust Barometer - Malaysia2017 Edelman Trust Barometer - Malaysia
2017 Edelman Trust Barometer - MalaysiaEdelman APACMEA
 
2017 Edelman Trust Barometer - South Africa
2017 Edelman Trust Barometer - South Africa2017 Edelman Trust Barometer - South Africa
2017 Edelman Trust Barometer - South AfricaEdelman APACMEA
 
2017 Edelman Trust Barometer - Japan
2017 Edelman Trust Barometer - Japan2017 Edelman Trust Barometer - Japan
2017 Edelman Trust Barometer - JapanEdelman APACMEA
 
2017 Edelman Trust Barometer - Hong Kong
2017 Edelman Trust Barometer - Hong Kong2017 Edelman Trust Barometer - Hong Kong
2017 Edelman Trust Barometer - Hong KongEdelman APACMEA
 
2016 Earned Brand Japan
2016 Earned Brand Japan 2016 Earned Brand Japan
2016 Earned Brand Japan Edelman APACMEA
 
Trust in China and Europe 2016 (Chinese)
Trust in China and Europe 2016 (Chinese)Trust in China and Europe 2016 (Chinese)
Trust in China and Europe 2016 (Chinese)Edelman APACMEA
 
Edelman China Public Affairs Update - March 2016
Edelman China Public Affairs Update - March 2016   Edelman China Public Affairs Update - March 2016
Edelman China Public Affairs Update - March 2016 Edelman APACMEA
 
2016 Edelman Trust Barometer China - Chinese
2016 Edelman Trust Barometer China - Chinese2016 Edelman Trust Barometer China - Chinese
2016 Edelman Trust Barometer China - ChineseEdelman APACMEA
 

More from Edelman APACMEA (19)

2018 Edelman Trust Barometer - China
2018 Edelman Trust Barometer - China2018 Edelman Trust Barometer - China
2018 Edelman Trust Barometer - China
 
2018 Edelman Trust Barometer - South Africa
2018 Edelman Trust Barometer - South Africa2018 Edelman Trust Barometer - South Africa
2018 Edelman Trust Barometer - South Africa
 
2018 Edelman Trust Barometer - Australia
2018 Edelman Trust Barometer - Australia2018 Edelman Trust Barometer - Australia
2018 Edelman Trust Barometer - Australia
 
2018 Edelman Trust Barometer - Malaysia
2018 Edelman Trust Barometer - Malaysia2018 Edelman Trust Barometer - Malaysia
2018 Edelman Trust Barometer - Malaysia
 
2018 Edelman Trust Barometer - South Korea
2018 Edelman Trust Barometer - South Korea2018 Edelman Trust Barometer - South Korea
2018 Edelman Trust Barometer - South Korea
 
2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAE2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAE
 
2018 Edelman Trust Barometer - India
2018 Edelman Trust Barometer - India2018 Edelman Trust Barometer - India
2018 Edelman Trust Barometer - India
 
2018 Edelman Trust Barometer - Hong Kong
2018 Edelman Trust Barometer - Hong Kong2018 Edelman Trust Barometer - Hong Kong
2018 Edelman Trust Barometer - Hong Kong
 
2017 Edelman Trust Barometer - Australia
2017 Edelman Trust Barometer - Australia2017 Edelman Trust Barometer - Australia
2017 Edelman Trust Barometer - Australia
 
2017 Edelman Trust Barometer - Malaysia
2017 Edelman Trust Barometer - Malaysia2017 Edelman Trust Barometer - Malaysia
2017 Edelman Trust Barometer - Malaysia
 
2017 Edelman Trust Barometer - South Africa
2017 Edelman Trust Barometer - South Africa2017 Edelman Trust Barometer - South Africa
2017 Edelman Trust Barometer - South Africa
 
2017 Edelman Trust Barometer - Japan
2017 Edelman Trust Barometer - Japan2017 Edelman Trust Barometer - Japan
2017 Edelman Trust Barometer - Japan
 
2017 Edelman Trust Barometer - Hong Kong
2017 Edelman Trust Barometer - Hong Kong2017 Edelman Trust Barometer - Hong Kong
2017 Edelman Trust Barometer - Hong Kong
 
2016 Earned Brand Japan
2016 Earned Brand Japan 2016 Earned Brand Japan
2016 Earned Brand Japan
 
2016 Earned Brand India
2016 Earned Brand India2016 Earned Brand India
2016 Earned Brand India
 
2016 Earned Brand China
2016 Earned Brand China2016 Earned Brand China
2016 Earned Brand China
 
Trust in China and Europe 2016 (Chinese)
Trust in China and Europe 2016 (Chinese)Trust in China and Europe 2016 (Chinese)
Trust in China and Europe 2016 (Chinese)
 
Edelman China Public Affairs Update - March 2016
Edelman China Public Affairs Update - March 2016   Edelman China Public Affairs Update - March 2016
Edelman China Public Affairs Update - March 2016
 
2016 Edelman Trust Barometer China - Chinese
2016 Edelman Trust Barometer China - Chinese2016 Edelman Trust Barometer China - Chinese
2016 Edelman Trust Barometer China - Chinese
 

Recently uploaded

The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...BalmerLawrie
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyAdriannaBednarz
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC FoundationAdriannaBednarz
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfwomenworldmagazine
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSearch Engine Journal
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffeeakshayytanwar123
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfPeter Mesarec
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024medraradigitals
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxPeter Macinkovic
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification CourseAdriannaBednarz
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?Andreas Kennardi Julianto
 

Recently uploaded (19)

The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital Strategy
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
Pay Per Click - PPC Foundation
Pay Per Click - PPC FoundationPay Per Click - PPC Foundation
Pay Per Click - PPC Foundation
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdf
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification Course
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
 

2016 Edelman Trust Barometer China - English

  • 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 1 State of Trust
  • 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. 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. 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. 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. 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
  • 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. 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. 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. 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. 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. 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. 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
  • 18. Building Trust Through Credible Influences 18 Actions Values Employee Advocacy Engagement Trust
  • 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. 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
  • 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. 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
  • 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
  • 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. 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. 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
  • 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. 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. 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