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Edelman Trust Barometer 2016: Ergebnisse Financial Services

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Das Vertrauen der Deutschen in die hiesige Finanzbranche ist auch fast zehn Jahre nach der Finanzkrise noch stark angeschlagen, das zeigen die Ergebnisse des Edelman Trust Barometers 2016.

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Edelman Trust Barometer 2016: Ergebnisse Financial Services

  1. 1. Financial Services 2016 Edelman Trust Barometer
  2. 2. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2
  3. 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016
  4. 4. 48 42 26 35 20 12 Trust Matters 4 Percent who engage in each behavior based on trust 68 59 41 38 37 18 Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Shared negative opinions Disagreed with others Paid more than wanted Sold shares Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Defended company Paid more Bought shares General Population 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, 28-country global total, questions 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, 28-country global total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines
  5. 5. 1 State of Trust Globally and in the Financial Services Sector
  6. 6. 60 64 65 63 66 50 53 54 51 55 46 48 45 48 51 38 41 39 42 43 2012 2013 2014 2015 2016 54 58 58 56 62 47 50 49 49 53 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 25-country global total. 6 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 53 57 53 51 56 46 49 48 46 49 NGOs Government Media Business Post-Recession Highs Informed Public General Population
  7. 7. 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Financial Services Rebounds Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. Percent change in trust in each industry sector, 2012-2016 2012 2013 2014 2015 2016 General Population 7 Consumer Packaged Goods 4 Food & Beverage Consumer Packaged Goods Telecommunications Energy Financial Services Energy 5 Financial Services 8 Telecommunications 2 Food & Beverage 1
  8. 8. 50% Increased Trust in Financial Services 8 Percent trust in the financial services sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in financial services in 24 countries +10 +13 General Population 2015 2016 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, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. +5 +7 +7 -7 48 45 72 72 69 67 57 62 56 55 51 45 43 39 37 41 35 40 36 36 36 34 29 22 33 25 77 59 61 51 50 76 75 73 67 67 64 56 56 54 52 48 47 46 43 43 42 41 40 39 37 36 35 34 32 74 57 54 Global27 GDP5 China Indonesia UAE Malaysia Mexico Singapore Brazil Canada U.S. S.Korea Australia Japan Turkey Argentina Netherlands Russia U.K. Italy Poland Sweden Ireland Spain France Germany India S.Africa HongKong +7 +8 +9+5 Five of six major financial centers saw increased or equal trust
  9. 9. Financial Services Sub-Sectors: Mobile Banking Most Trusted Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 27-country global totals, question asked of one-fifth the sample. 9 Trust in various industry sub-sectors (27-country global total) Banks Financial Advisory/ Asset Management Credit Cards/ Payments Banks General Population Mobile banking/ e-payments Credit Cards/Payments & Banks Biggest Gainers 52% 51% 47% 46% 59% 57% 51% 49% 63% 2015 2016 Notaskedin2015
  10. 10. 74 Indonesia 73 UAE 72 China 72 India 66 Malaysia 65 Mexico 64 Colombia 63 Singapore 56 Canada 56 S. Africa 54 Brazil 53 Hong Kong 51 U.S. 50 S. Korea Financial Services Index: Mass Population Least Trusting Trust in the financial services sector, Informed Public vs. General Population vs. Mass Population, 2016 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) Informed Public, General Population, and Mass Population, 28-country global total. General Population Mass Population 51 Global Informed Public 10 Trusters Neutrals Distrusters 52 Global 48 Australia 47 Japan 46 Turkey 43 Argentina 43 Netherlands 42 Russia 41 U.K. 40 Italy 39 Poland 37 Sweden 36 Ireland 35 Spain 34 France 32 Germany 76 China 75 Indonesia 74 India 73 UAE 67 Malaysia 67 Mexico 65 Colombia 64 Singapore 57 S. Africa 56 Brazil 56 Canada 54 Hong Kong 54 U.S. 52 S. Korea 84 China 84 India 84 Indonesia 77 Mexico 72 Malaysia 70 Colombia 69 Singapore 69 UAE 69 U.S. 67 Brazil 62 S. Africa 49 Italy 48 Japan 47 Spain 44 France 44 Netherlands 41 Argentina 41 Ireland 40 Russia 38 Poland 36 Sweden 34 Germany 57 Australia 56 S. Korea 55 Canada 55 Hong Kong 52 U.K. 51 Turkey 59 Global 47 Australia 47 Japan 45 Turkey 44 Argentina 43 Netherlands 42 Russia 40 Poland 40 U.K. 38 Italy 36 Ireland 36 Sweden 33 Spain 32 France 32 Germany 8 point gap between informed public and mass population Half of countries are distrusters for mass population
  11. 11. 2 Trust Inequality
  12. 12. 53 58 56 56 60 44 47 46 46 48 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, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 12 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap in trust inequality-- which jumps to a 5-point increase among the GDP5 3-point increase
  13. 13. 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) Informed Public and Mass Population, 25-country global total. 13 Percent trust in financial services, 2012 to 2016 (25-country global total) Financial Services: Following the Same Trend 6pt Gap 4pt Gap 47 50 51 52 56 43 46 47 47 50 2012 2013 2014 2015 2016 Informed Public Mass PopulationTrust in Financial Services
  14. 14. 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 Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population Accelerating Disparity: A Global Phenomenon Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total, 2012 vs 2016. GDP 5 = U.S., China, Japan, Germany, U.K. 14 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 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 Five of six major financial centers see growing trust disparity
  15. 15. Financial Services Sector Gap Disparity 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) Informed Public and Mass Population, 28-country global total. 15 Trust in the financial services sector, Informed Public vs. Mass Population, 2016 Country Informed Public Mass Population Gap U.S. 69 51 18 Spain 47 33 14 Brazil 67 54 13 Mexico 77 65 12 France 44 32 12 UK 52 40 12 China 84 72 12 Italy 49 38 11 Indonesia 84 74 10 Singapore 69 63 6 Germany 34 32 2 Hong Kong 55 53 2
  16. 16. 60 57 71 64 78 78 68 49 52 62 67 49 45 46 50 53 40 74 79 46 65 68 59 38 44 80 55 62 58 71 46 42 40 35 52 56 48 30 33 45 50 32 31 32 37 40 27 62 69 36 56 59 51 30 37 73 48 55 52 66 Global GDP5 U.S. France Brazil India Netherlands Russia U.K. Italy Singapore Japan HongKong Turkey Sweden Spain Poland Colombia Mexico Ireland SouthAfrica UAE Argentina SouthKorea Germany Indonesia Australia Malaysia Canada China 50% 18 of 28 countries have a double-digit trust gap between high-income and low-income respondents Trust Index: A Link to Income Inequality Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”] GDP 5 = U.S., China, Japan, Germany, U.K. 16 Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them 19192022262931 Low-income respondents High-income respondents Four of six financial centers see a double- digit trust gap between high and low income respondents
  17. 17. Mass Population The Inversion of Influence 17 Authority & Influence Influence Authority 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, 28-country global total. 85% of population 48 Trust Index 15% of population 60 Trust Index Informed Public
  18. 18. 63 64 57 50 48 41 50 39 33 67 64 63 53 52 49 48 44 35 Inversion: Peers, Employees More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 27-country global total. 18 Percent who rate each spokesperson as extremely/very credible 2015 2016 +8 Technical expert Academic expert A person like yourself Financial industry analyst Employee CEO NGO representative Board of Directors Government official/regulator CEO credibility increased the most General Population +6
  19. 19. 3 An Opportunity for Business
  20. 20. A Position of Strength Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total. 20 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 and percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016 51 48 55 53 63 57 67 63 NGOs Business +4 +6 +4 +5 Informed Public General Population Business closing NGO’s long-held lead in trust Trust 2016 Trusted to keep pace Trust 2015 63 57 67 6363 69 51 48 55 53 55 61 NGOs Business Business most trusted to keep pace
  21. 21. 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, 27-country global total, question asked of half the sample. . 80% 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 74% in 2015 General Population 21
  22. 22. 4 Leadership in a Divided World
  23. 23. Addressing Trust Inequality 23 Employee Advocacy Engagement Values Actions Trust
  24. 24. Employee Advocacy Leadership in a Divided World:
  25. 25. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 Employees are Essential Advocates Source: 2016 Edelman Trust 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 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total. 25 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
  26. 26. Financial Services: Least-Trusted Sector is Most-Trusted Employer 26 Percent trust in own company within each industry by employees, and trust in that industry sector among the general population General Population General Sector Trust Trust in Own Company Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 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) Q206 Which of the following best describes your current employment status? (Net: “Employed full-time” and “Employed part-time”) General Population among those employed (Q206), 28-country global total. Q525-526 asked of half the sample. 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, 28-country global total. Automotive 74 / 61 13 Professional Services 79 / 63 16 Financial Services 80 / 52 28 Telecommunications 75 / 60 15 Fashion 77 / 62 15 GAP
  27. 27. 61% 52% 51% 62% 60% 53% 40% 41% 52% 52% Financial Services Employees Weigh-In on Societal Issues 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? (Yes summary) General Population, 28-country global total, question was asked of half the sample. 27 Employees who say their company and their CEO are engaged in societal issues, by industry sector CEO engaged Company engaged Technology Food & Beverage Health Financial Services Energy General Population
  28. 28. Employees of F.S. companies NOT engaged in societal issues Employees of F.S. companies engaged in societal issues Employee Advocacy in Financial Services Sector Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample. 28 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, financial services sector 68 68 68 64 70 71 75 Recommend company as an employer Motivated to perform Recommend products and services to others Stay working for the company Confidence in the future of the company Committed to achieving our strategy Do the best possible job for the customer Impact of Company Engagement 18 21 19 24 19 18 15 93 92 89 88 87 86 83 General Population Level of Employee Advocacy/Commitment
  29. 29. Engagement Leadership in a Divided World:
  30. 30. 58 53 44 63 46 2012 2013 2014 2015 2016 Transformed Media Landscape Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information Millennials even more trusting of digital media than general population Industry 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 General Population 30 Millennials Gap 66 3 58 0 58 5 51 5 51 7
  31. 31. 50% 67 61 53 46 39 46 40 34 30 26 78 65 62 55 49 44 42 37 32 31 My friends and family An academic expert Companies that I use Employees of a company A company CEO A journalist A well-known online personality Elected officials Celebrities Companies I don’t use* Every Voice Matters Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 31 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 +11 General Population +10 2015 2016
  32. 32. Peers Influence Purchase Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? The impact of online and offline conversations about brands with friends and other people like me Source: 2015 Earned Brand Study of Global Consumers purchase decisions at the moment of truth 75% Build Inspiration % They give me a sense of community 16 They get me 17 Push Consideration % They push me to try new things 25 They suggest products/services 27 They make me trust the brand more 29 Moment of Truth % They help me overcome concerns 37 They help me make decisions 44 They warn me about the risks 45 peers influence 32
  33. 33. Values Leadership in a Divided World:
  34. 34. 48 45 26 27 29 30 31 31 32 33 39 40 40 40 41 42 44 47 50 51 53 56 64 65 68 69 71 71 76 76 Global28 GDP5 Ireland Sweden France Spain U.K. Russia Germany Netherlands Italy Poland Japan Australia S.Korea Canada Argentina U.S. S.Africa Turkey HongKong Singapore Colombia Brazil UAE Malaysia Mexico Indonesia India China CEO Challenge: More Than Half Don’t Trust FS CEOs Percent who trust CEOs to do what is right, financial services sector Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the financial services industry to do what is right. Please use the 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, 28- country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 34 General Population 50% In 20 of the 28 countries, the general population do not trust CEOs in the financial services industry to do what is right Five of six financial centers fall into distruster territory regarding CEOs
  35. 35. 62%65% 70% 79% 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 nine-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”. [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 nine-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. Percent who agree that each type of information is important in building trust in a CEO both directly (86%) and via media (75%) General Population 35 CEOs must engage
  36. 36. Actions Leadership in a Divided World:
  37. 37. 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, 28-country global total, question asked of half the sample. 37 Percent who agree that CEOs should be personally visible in discussing… 8in10 Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 7in10 Financial Results General Population
  38. 38. Trust-Building Behaviors: Data, Quality and Safety Are Critical for Financial Services Importance vs. performance of behavior in building trust in a company General Population 38 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. Protects Consumer Data 86 / 65 21 23 23 24 16 Develops Intellectual Property 74 / 56 18 Ensures Quality Control 85 / 62 Keeps Me and My Family Safe 81 / 58 Transparent Social Responsibilities 80 / 56 Makes My Life Easier 80 / 64 PerformanceImportanceGAP
  39. 39. Trust Building Behaviors: Actions Leading to Better Performance 39 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. Data Privacy & Security Develops Intellectual Property Ensures Quality Control Keeps Me and My Family Safe Transparent Social Responsibilities Makes My Life Easier Protects Consumer Data BEHAVIORS ACTIONS Business + Social Purpose Research & Analytics BEHAVIORS ACTIONS Financial EducationDigital Strategy
  40. 40. Employee Advocacy Engagement Values Actions Embracing the New Reality of Influence to Address Trust Inequality Influence TRUST 40 Leadership TRUST ‣ Ignite your most powerful advocate, your employees ‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them ‣ Express your values through honest, ethical engagement in which you share your story ‣ Bridge the gap in trust building behaviors by taking action
  41. 41. Appendix: 2016 Trust Barometer Additional Data
  42. 42. Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 76% 73% 75% 73% 74% 2 Food & Beverage 63% 63% 64% 63% 64% 1 Consumer Packaged Goods 57% 60% 61% 60% 61% 4 Telecommunications 58% 60% 61% 59% 60% 2 Automotive 62% 65% 69% 66% 60% 2 Energy 53% 57% 57% 56% 58% 5 Pharmaceutical 54% 54% 55% 54% 53% 1 Financial Services 43% 47% 48% 48% 51% 8 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Financial Services Rebounds Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012-2016 2012 2013 2014 2015 2016 General Population 42
  43. 43. 50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 55 55 51 69 62 64 73 73 79 81 87 47 37 15 20 24 31 31 33 33 34 34 36 36 37 39 45 46 47 49 49 49 57 64 64 65 69 70 74 81 83 Global GDP5 Japan France Germany U.K. Australia Italy S.Korea Netherlands Sweden Poland HongKong Canada Russia U.S. Singapore Turkey Ireland S.Africa Spain Malaysia Mexico Argentina Brazil China UAE Indonesia Colombia India In 19 of 28 countries, less than half of Mass Population think they will be better off in five years Mass Population Less Optimistic Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 43 Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed Public Mass Population 17 10 12 13 10 21 10 13 18
  44. 44. Desired Leadership Qualities Characteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region 44 cannot name any CEOs* 60% of global respondents North America Honest 59% Ethical 48% Competent 26% Transparent 26% Sincere 24% Latin America Ethical 47% Honest 44% Competent 36% Visionary 34% Innovative 33% Europe Honest 53% Competent 43% Experienced 28% Ethical 27% Transparent 27% APAC Honest 39% Visionary 35% Decisive 31% Ethical 31% Competent 26% General Population Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five 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.
  45. 45. Purpose Impacts Trust 45 Percent who cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Allows me to be a productive member of society Fails to contribute to the greater good Lacks economic growth No public services 59% 45% 40% 50% 39% 36% General Population
  46. 46. 50% 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, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 48 47 64 70 58 68 65 59 56 57 48 51 43 46 51 36 44 30 46 36 40 32 42 38 36 37 30 60 57 53 50 76 71 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38 33 58 56 Global27 GDP5 Mexico Indonesia China India UAE Brazil S.Africa Singapore Italy Canada Argentina Australia U.S. Spain U.K. France Sweden Ireland Japan Turkey Germany HongKong Poland Russia S.Korea Malaysia Netherlands Global Increase in Business Trust 46 Percent trust in business, 2015 vs. 2016 Increased or equal trust in business in 25 countries +12 +12 +10 +12 +16 +10 General Population 2015 2016
  47. 47. Integrity 54 31 23 Has Ethical Business Practices 51 31 24 Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23 Has Transparent And Open Business Practices 55 31 24 Engagement 55 32 23 Treats Employees Well 58 33 25 Listens To Customer Needs And Feedback 58 33 25 Places Customers Ahead Of Profits 55 31 24 Communicates Frequently And Honestly On The State Of Its Business 48 29 19 Products 49 34 15 Offers High Quality Products Or Services 58 35 23 Is An Innovator Of New Products, Services Or Ideas 41 32 9 Purpose 43 28 15 Works To Protect And Improve The Environment 50 30 20 Creates Programs That Positively Impact The Local Community 44 29 15 Addresses Society's Needs In Its Everyday Business 45 29 16 Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10 Operations 37 28 9 Has Highly-Regarded And Widely Admired Top Leadership 39 27 12 Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9 Delivers Consistent Financial Returns To Investors 36 28 8 Trust-Building Attributes Company Importance vs. Performance % Performance % Importance Gap General Population 47 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, 28- country global total.
  48. 48. Integrity 51 27 24 Exhibits highly ethical behaviors 50 24 26 Takes responsible actions to address an issue or crisis 53 33 20 Behaves in a way that is transparent and open 50 24 26 Engagement 49 24 25 Treats employees well 52 25 27 Listens to customer needs and feedback 50 25 25 Places customer ahead of profits 47 23 24 Communicates frequently and honestly on the state of their company 46 23 23 Products 45 33 12 Places a premium on offering high-quality products or services 48 34 14 Is focused on driving innovation and introducing new products/services/ideas 42 32 10 Purpose 40 25 15 Is dedicated to protecting and improving the environment 41 22 19 Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14 Ensures that the company addresses society's needs in its everyday business 43 26 17 Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9 Operations 37 28 9 Attracts and retains a highly regarded and widely admired top leadership team 40 29 11 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4 Manages the company in a way that delivers consistent financial returns 41 29 12 Leaders Seen As Underperforming Importance vs. performance of 16 trust-building leadership attributes % Performance % Importance Gap General Population 48 Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, 28- country global total.
  49. 49. CEO Focus Misplaced Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total. 49 Percent who agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 67% 57% Positive long-term impact Job creation Not Enough 57% 49% General Population
  50. 50. 50% Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 28-country global total and regions, question asked of one-fifth the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 51 51 85 83 70 81 57 73 67 71 57 56 54 48 51 43 40 46 46 35 29 37 30 28 33 17 19 61 53 57 56 87 84 83 82 79 77 73 71 65 64 64 60 57 51 51 48 46 46 46 41 39 38 34 30 25 57 49 Global27 GDP5 India China Malaysia Indonesia Mexico HongKong Singapore UAE S.Africa Brazil U.S. Argentina S.Korea Australia Poland Russia Sweden U.K. Turkey Netherlands Germany Italy France Spain Ireland Canada Japan Increased Trust in Banking 50 Percent trust in the banking sector, 2015 vs. 2016 (27-country global total) Increased or equal trust in banking in 25 countries +22+13 +10 +11 +11 +10 General Population 2015 2016 +12 +17 +13
  51. 51. 50% Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 27-country global total, question asked of one-fifth the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 52 56 82 69 50 67 62 61 54 51 57 53 50 49 46 45 46 46 47 46 32 46 40 39 28 33 71 66 52 59 60 82 73 72 68 67 67 66 64 62 62 61 58 57 54 52 51 50 50 49 48 48 48 48 45 68 65 50 Global27 GDP5 China India Mexico Indonesia Singapore Brazil U.S. Argentina Malaysia Canada Italy S.Korea S.Africa Netherlands Sweden Germany France U.K. Ireland Russia Australia Poland Spain Turkey HongKong UAE Japan Increased Trust in Credit Cards/Payments 51 Percent trust in the credit cards/payments subsector, 2015 vs. 2016 (27- country global total) Increased or equal trust in Credit Cards/Payments in 24 countries +12+22 General Population 2015 2016 +17+13 +11 +11 +20 +12
  52. 52. 50% Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 27-country global total, question asked of one-fifth the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 46 42 58 69 63 59 58 58 55 42 36 44 39 35 38 37 23 29 32 22 21 71 69 64 56 57 37 33 28 49 45 73 72 66 61 59 58 57 48 46 45 44 43 40 39 38 34 32 32 31 66 64 59 55 54 35 32 27 Global27 GDP5 Mexico China Malaysia Brazil S.Africa Singapore U.S. Argentina Netherlands S.Korea Australia Turkey U.K. Poland Spain Sweden France Ireland Germany India Indonesia UAE HongKong Canada Russia Italy Japan Increased Trust in Financial Advisory/Asset Management 52 Percent trust in the financial advisory/asset management subsector, 2015 vs. 2016 (27-country global total) Increased or equal trust in Financial Advisory/Asset Management in 19 countries +10+15 +15 +10 General Population 2015 2016 +10
  53. 53. 50% Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 27-country global total, question asked of one-fifth the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 47 47 54 66 63 57 60 56 48 38 45 44 38 39 37 36 32 31 29 27 25 35 77 67 63 66 51 43 40 51 51 72 71 67 66 64 62 56 52 49 47 47 45 41 39 39 38 38 37 37 36 71 63 60 59 50 40 39 Global27 GDP5 Mexico China Malaysia Brazil Singapore U.S. Argentina Turkey Sweden S.Africa Netherlands U.K. Australia France Italy Poland Germany Ireland Spain Russia India UAE HongKong Indonesia Canada Japan S.Korea Increased Trust in Insurance 53 Percent trust in the insurance subsector, 2015 vs. 2016 (27-country global total) Increased or equal trust in Insurance in 20 countries +14+18 +10 General Population 2015 2016 +12
  54. 54. Financial Services Sub-Sectors: Mobile Banking Most Trusted Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 27-country global totals and Germany, question asked of one-fifth the sample. 54 Trust in various industry sub-sectors (27-country global total) and Germany Banks InsuranceMobile banking/ e-payments Credit Cards/ Payments General Population Financial Advisory/ Asset Management Credit Cards/Payments & Banks Biggest Gainers 52% 51% 47% 46% 63% 59% 57% 51% 49%49% 51% 39% 38% 31% 2015 2016 Germany 2016 N/A
  55. 55. 50% Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 28-country global total, question asked of one-fifth the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 63 58 83 80 80 80 79 71 70 70 69 67 67 67 64 63 63 62 61 60 59 58 56 53 52 49 49 47 46 39 Global28 GDP5 China Mexico Malaysia India Indonesia Brazil Colombia Sweden UAE Argentina Netherlands Singapore Turkey HongKong S.Africa Russia Poland U.S. Italy S.Korea Australia Canada Ireland Germany U.K. Japan Spain France Nearly Two-Thirds Trust Mobile Banking/e-Payments 55 Percent trust in the mobile banking/e-payments subsector, 2016 (28-country global total) General Population
  56. 56. 58% 59% 49% 52% 63% 63% 65% 57% 61% 59% 68% 66% 62% 65% 72% 39% 51% 36% 41% 55% 71% 64% 55% 57% 68% Financial Services Sub-Sectors: Regional Trust Levels Vary Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 28-country global total and regions, question asked of one-fifth the sample. 56 Trust in various industry sub-sectors Financial Advisory/ Asset Management InsuranceBanks Credit Cards/ Payments Global North America Latin America European Union APAC General Population Mobile banking/ e-payments
  57. 57. Financial Services CEO Trust Varies by Region Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the 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, 28- country global total and regions. 57 Respondents who trust CEOs in each industry Financial ServicesHealth EnergyTechnology Food & Beverage Global North America Latin America European Union APAC General Population 61% 54% 51% 48% 46% 57% 52% 46% 47% 48% 76% 66% 57% 61% 50%49% 46% 37% 32% 37% 67% 58% 64% 58% 56%
  58. 58. 80 78 76 80 88 92 Global GDP 5 European Union APAC North America Latin America Majority of Financial Services Workers Trust Their Employer Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total, question was asked of half the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 58 Percent who trust the company for which they work, financial services sector General Population
  59. 59. 70 70 71 73 74 74 74 74 75 75 77 77 78 79 80 67 64 61 63 61 61 65 57 66 60 64 62 75 63 52 Manufacturing Transportation HealthCare Foodand Beverage Automotive Consumer PackagedGoods Education Energy Retail Tele- communications Entertainment Fashion Technology Professional Services Financial Services Financial Services: Least-Trusted Sector is Most-Trusted Employer 59 Percent trust in own company within each industry by employees, and trust in that industry sector among the general population General Population General Sector Trust Trust in Own Company 91313101063 163151315917 28 Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 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) Q206 Which of the following best describes your current employment status? (Net: “Employed full-time” and “Employed part-time”) General Population among those employed (Q206), 28-country global total. Q525-526 asked of half the sample. 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, 28-country global total.
  60. 60. Trust-Building Behaviors: Data, Quality and Safety Are Critical for Financial Services Protects consumer data 86 65 21 Ensures quality control 85 62 23 Keeps me and my family safe 81 58 23 Is transparent in reporting progress on company’s social responsibilities 80 56 24 Makes my life easier 80 64 16 Embraces sustainable business practices 80 59 21 Has leadership that effectively represents the interests of all stakeholders 79 57 22 Supports local charities and good causes 75 55 20 Develops intellectual property 74 56 18 Makes me feel connected to something bigger 70 53 17 Importance vs. performance of behavior in building trust in a company % Performance % Importance Gap General Population 60 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total. social responsibility #1 gap?
  61. 61. Trust-Building Behaviors: Financial Services Falling Short General Population Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28- country global total. 61 Gap in importance of behaviors in building trust vs. percent who agree each industry is performing well against these behaviors Technology Health Care Food & Beverage Financial Services Energy Protects consumer data 19 18 23 21 24 Ensures quality control 11 19 16 23 23 Keeps me and my family safe 15 15 21 23 20 Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26 Makes my life easier 1 15 11 16 12 Embraces sustainable business practices 14 22 18 21 22 Has leadership that effectively represents the interests of all stakeholders 14 22 20 22 25 Supports local charities and good causes 15 19 17 20 22 Develops intellectual property 1 13 14 18 17 Makes me feel connected to something bigger 4 17 17 17 19 AVERAGE GAP 11 18 18 21 21 Financial services tied for largest gap
  62. 62. 62 Edelman.ergo Tobias Mündemann Senior Partner Tel.: +49 (0)221/ 912 887 13 E-Mail: Tobias.Muendemann@edelmanergo.com Kontakt Edelman.ergo

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