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2017 Edelman Trust Barometer - Hong Kong

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2017 Edelman Trust Barometer - Hong Kong Results

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2017 Edelman Trust Barometer - Hong Kong

  1. 1. 2017 Edelman Trust Barometer Hong Kong Report
  2. 2. 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). 2017 Edelman Trust Barometer Methodology Informed PublicGeneral Online Population 17 years of data 33,000+ respondents All fieldwork was conducted between October 13th and November 16th, 2016 Online Survey in 28 Countries Mass Population ‣ 9 years in 20+ markets ‣ Represents 13% of total global 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 country ‣ Report significant media consumption and engagement in business news ‣ All population not including Informed Public ‣ Represents 87% of total global population ‣ 6 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country All slides show General Online Population unless otherwise noted
  3. 3. 2016: The Inversion of Influence Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 28-country global total. Influence & Authority Influence Authority Mass Population 85%of population 48Trust Index 15%of population 60Trust Index Informed Public 12 point trust gap
  4. 4. The Inversion of Influence in Action Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General Population Respondents, Nov. 28 to Dec. 11, 2016 Trump Voters Clinton Voters Trust Barometer Supplement: UK Supplement, 1,150 General Population Respondents, December 23, 2016 to January, 7 2017 Remain in the EU Leave the EU Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation. Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation. 67% are fearful 45% are fearful 46% are fearful 26% are fearful
  5. 5. Trust Index A World of Distrust Average trust in institutions, 2016 vs. 2017 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 2016 2017 50 Global 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 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 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General Population, 28-country global total. 3 point decrease in the global Trust Index Trust declines in 21 of 28 countries— the broadest declines since beginning General Population tracking in 2012 2 in 3 countries are now distrusters
  6. 6. Trust Index A World of Distrust Average trust in institutions, 2012 vs. 2017 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General Population, 28-country global total. 11 point trust gap between Informed and Mass 2012 2017 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) 45 Global 69 China 62 Singapore 53 Netherlands 57 UAE 56 Mexico 55 India 54 Indonesia 53 Hong Kong 53 Malaysia 51 Canada 49 Argentina 48 Netherlands 47 Italy 46 Brazil 40 US 40 Australia 39 South Korea 38 Poland 36 France 36 Spain 36 Sweden 35 UK 34 Germany 34 Ireland 32 Japan 30 Russia
  7. 7. Trust in Government “People in this country have had enough of experts.” – Michael Gove, Member of Parliament, U.K.
  8. 8. Distrusted in 75% of countries Government Trust Declining Globally Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [GOVERNMENT IN GENERAL] 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. GDP 5 = U.S., China, Japan, Germany, U.K. Percent trust in government, and change from 2016 to 2017 Declines in 14 countries 50% 41 47 15 20 24 24 25 25 28 31 32 32 33 36 37 37 37 38 40 43 44 45 47 51 51 69 71 75 75 76 Global28 GDP5 S.Africa Poland Brazil Mexico France Spain S.Korea Italy Colombia Ireland Argentina U.K. Australia Japan Malaysia Germany HongKong Canada Russia Sweden U.S. Netherlands Turkey Singapore Indonesia India UAE China 0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1 Y-to-Y Change+− NeutralDistrust Trust
  9. 9. Trust in Government: All-Time Low Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong Percent trust in government, 2012 vs. 2017 55 53 42 44 45 40 2012 2013 2014 2015 2016 2017
  10. 10. Source: 2017 Edelman. Trust Barometer Q130-747 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, Hong Kong, question asked of half the sample. Percent who rate each spokesperson as very/extremely credible Government Official Credibility: All-Time Low Government Officials 41% Credible Government Officials 29% Credible 2016 Credibility 2017 Credibility 10point gap between Informed and Mass
  11. 11. Government Should Rein in Business Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Hong Kong, question asked of one-fifth the sample. Regulation 88% agree that the pharmaceutical industry needs more regulations Tax Policy 73% agree that policy makers should tax foods that negatively impact health Reform 47% do not agree that financial market reforms have increased economic stability
  12. 12. Media “The global village that was once the internet was has been replaced by digital islands of isolation that are drifting further apart each day.” - Mostafa M. El-Bermawy, Vice President, WorkZone
  13. 13. Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”). General Population, Hong Kong “I would support politicians I trust to make things better for me and my family even if they exaggerated the truth” Nearly 3in5agree 54% Do not regularly listen to people or organizations with whom they often disagree to ignore information that supports a position they do not believe in Nearly 3xmore likely Facts matter less. Bias is our filter. The Echo Chamber in Action
  14. 14. 54 55 55 50 47 42 2012 2013 2014 2015 2016 2017 Hong Kong Media: All-Time Low Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong Percent trust in media, 2012 vs. 2017
  15. 15. Search engines* Traditional media Online-only media** Social media Owned media Traditional Media Shows Steepest Decline Source: 2017 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, Hong Kong, question asked of half the sample. *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 Search engines now most trusted, with y-o-y increases in every category Traditional media down 21 points since 2012 – largest decline amongst millennials 55 41 59 36 2012 2013 2014 2015 2016 2017 Mass Population trust declines fastest, but not in search
  16. 16. Trust in Business I and the public know What all schoolchildren learn Those to whom evil is done Do evil in return - W. H. Auden
  17. 17. Global Business on Brink of Distrust Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [BUSINESS IN GENERAL] 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.GDP 5 = U.S., China, Japan, Germany, U.K. Percent trust in business, and change from 2016 to 2017 Distrusted in 13 countries 50% 52 51 29 34 39 40 41 41 43 43 45 45 46 46 48 50 50 55 56 56 58 58 60 61 64 64 67 67 74 76 Global28 GDP5 S.Korea HongKong Russia Poland Ireland Japan Germany Turkey Argentina U.K. Spain Sweden Australia France Canada Italy Malaysia S.Africa Singapore U.S. Netherlands Brazil Colombia UAE China Mexico India Indonesia -4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1 Declines in 18 countries Y-to-Y Change+− NeutralDistrust Trust
  18. 18. Hong Kong Business: All-Time Low 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, Hong Kong. Percent trust in business, 2012 to 2017 42 43 41 38 39 34 2012 2013 2014 2015 2016 2017
  19. 19. CEO Credibility in Crisis Source: 2017 Edelman. Trust Barometer Q130-747 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, Hong Kong, question asked of half the sample. Percent who rate each spokesperson as very/extremely credible 19% decline since 2016 – most significant decline globally 10% below global average Hong Kong 27% Credible Global 37% Credible
  20. 20. 66% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” Citizens Expect Business to Address Societal Issues Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, Hong Kong, question asked of half the sample. .
  21. 21. Corruption Globalization Pace of Innovation Citizen Concerns Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Pace of innovation For details on how the societal fears were measured, please refer to the Technical Appendix. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Hong Kong. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Hong Kong, question asked of half the sample. Percent of respondents who are concerned regarding each issue 65%64% 54% 46% globalization 50% the pace of change is taking us in the wrong direction 62% lack of training or skills 50% automation 50% foreign competitors 50% jobs moving to cheaper markets Population worries about losing their jobs due to: in business and industry is too fast
  22. 22. Do No Harm Source: 2017 Edelman Trust Barometer Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.). General Population, 28-country global total and General Population, Hong Kong, question asked of half the sample. Actions business can take that would most damage trust (top 6 most-selected) 33% 43% 44% 46% 50% 50% 36% 40% 44% 36% 51% 39% Move jobs from this country to cheaper labor markets Reduce costs by lowering product quality Pay top executives much more than the average worker Reduce employees’ benefits Pay bribes to government officials to win contracts Reduce costs by cutting jobs Hong KongGlobal
  23. 23. 21% 29% 50% 59% Sold shares Shared negative opinions online Criticized companies Refused to buy products/services Trust Matters Source: 2017 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/do not trust? (Yes Summary) Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) 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 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) General Population, Hong Kong, question asked of half the sample. Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Refused to buy products/services Criticized companies Shared negative opinions Sold shares
  24. 24. How to Drive Trust in Business
  25. 25. Purpose Drives Trust in Business Top trust drivers in Hong Kong 43% 41% 36% 35% 31% 26% 25% 20% Treats employees well Has ethical business practices Works to protect and improve the environment Addresses society's needs in its everyday business Places customers ahead of profits Is an innovator of new products, services or ideas Delivers consistent financial returns to investors Ranks on a global list of top companies, such as best to work for or most admired Source: 2017 Edelman Trust Barometer Q80-639. 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) Q114-654. 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, Hong Kong. Important Drivers of Trust Less Important Drivers of Trust
  26. 26. Employee Advocacy not Leveraged Source: 2017 Edelman Trust Barometer Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613. A company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development? Q615. A company’s stand on issues related to the industry in which it operates? General Population, Hong Kong, question asked of one-quarter of the sample. General Population, Hong Kong. Most trusted spokesperson to communicate each topic Company CEO Senior executive Employee Activist consumer Academic Media spokesperson 56% a person like yourself 15 16 15 19 24 15 24 16 17 22 22 17 48 33 31 27 27 27 20 27 29 24 22 21 18 28 28 24 32 33 10 14 12 19 16 17 Partnerships/ programs to address societal issues Business practices/ crisis handling Financial earnings & operational performance Innovation effortsTreatment of employees/ customers Views on industry issues
  27. 27. 54 55 55 50 47 4242 43 41 38 39 34 55 53 42 44 45 40 2012 2013 2014 2015 2016 2017 61 63 64 57 57 59 Partner with NGOs 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) General Population, Hong Kong. Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 NGOs Media Government Business
  28. 28. How to Gain Trust in Today’s Environment
  29. 29. A New Model for Earning Trust Engage with the people that can best help achieve your purpose – NGOs and your employees Build operations and policies that make your purpose a reality Define your purpose in society and put it at the core of your business Craft your story for today’s media environment: earned, social and search
  30. 30. Thank You

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