SlideShare a Scribd company logo

2012 Edelman Trust Barometer: Global Deck

Edelman
Edelman
EdelmanEdelman

The 2012 Edelman Trust Barometer is the firm’s 12th annual trust and credibility survey. The survey was produced by research firm StrategyOne and consisted of 20-minute online interviews conducted from October 10 - November 30, 2011. The 2012 Edelman Trust Barometer online survey sampled 25,000 general population respondents with an oversample of 5,600 informed publics in two age groups (25-34 and 35-64) across 25 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business ⁄ news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit http: ⁄ ⁄ www.edelman.com ⁄ trust or call 212.729.2166. #edeltrust2012

2012 Edelman Trust Barometer: Global Deck

1 of 32
Download to read offline
2012
EDELMAN TRUST BAROMETER
GLOBAL RESULTS
2012 Edelman Trust Barometer
    METHODOLOGY OVERVIEW
                                                                                                  GENERAL   INFORMED   INFORMED
                                                                                                   PUBLIC     PUBLIC     PUBLIC
                                                                                                               25-64      35-64



        Twelfth annual study

        Online survey in 25 countries
        30,000+ respondents

        1,000 general population respondents per country
        Ages 18+
        Oversample of informed publics*
        500 respondents in U.S. and China & 200 in
        all other countries
        Ages 25-64
                   (Trending data among Ages 35-64)
        College-educated
        In top 25% of household income per age group in
        each country
        Report significant media consumption and
        engagement in business news and public policy




         * This year Informed Publics were surveyed via online methodology instead of telephone




2   © Edelman, 2012. All rights reserved.
Edelman Trust Barometer in retrospect


                    2011                    Rise of authority figures

                    2010                    Trust is now an essential line of business

                    2009                    Business must partner with government to regain trust

                    2008                    Young influencers have more trust in business

                    2007                    Business more trusted than government and media

                    2006                    “A person like me” emerges as credible spokesperson

                    2005                    Trust shifts from “authorities” to peers

                    2004                    U.S. companies in Europe suffer trust discount

                    2003                    Earned media more credible than advertising

                    2002                    Fall of the celebrity CEO

                    2001                    Rising Influence of NGOs


3   © Edelman, 2012. All rights reserved.
4   © Edelman, 2012. All rights reserved.
Distrust is growing; nearly twice as many countries are now skeptics
    Fewer countries now in neutral zone

                                                 2011                                                                                  2012
                                       GLOBAL                          55                                                  GLOBAL                           51
                                       Brazil                          80           >                                      China                            76
                                       UAE                             78                                                  UAE                              68
                                       Indonesia                       74                                                  Singapore                        67
                                       China                           73                                                                                                                TRUSTERS
                                                                                                                           India                            65
                                       Netherlands                     73                                                  Indonesia                        63
                                       Mexico                          69                                                  Mexico                           63
                                       Singapore                       67                                                  Netherlands                      61
                                       Argentina                       62                                                  Canada                           58
                                       India                           56                                                  Italy                            56
                                       Italy                           56                                                  Argentina                        54                           NEUTRAL
                                       Canada                          55                                                  Australia                        53
                                       South Korea                     53                                             <    Brazil                           51
                                       Sweden                          52                                                  Sweden                           49
                                       Japan                           51           >                                      U.S.                             49
                                       Australia                       51                                                  South Korea                      44
                                       Spain                           51           >                                      Poland                           44
                                       France                          50                                                  U.K.                             41
                                       Poland                          49                                                  Ireland                          41                           DISTRUSTERS
                                       Germany                         44                                                  France                           40
                                       U.S.                            42                                                  Germany                          39
                                       U.K.                            40                                             <    Spain                            37
                                       Russia                          40                                             <    Japan                            34
                                       Ireland                         39                                                  Russia                           32
    Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
    UAE) and across 23 countries


5   © Edelman, 2012. All rights reserved.
The Fragility of Trust: Focus on Japan
           2011                                2012
           Informed Public                     Informed Public



      TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

                                                                                                                                                                                   TRUST IN INDUSTRIES

             Business                               Media                              NGOs                        Government
                                                                                                                                                                                                                                                                         75%
                                                              - 12                             - 21                              - 26
                                                                                                                                                                    Energy
                                                                                                                                                                                                                     29%                                                             -46

         53%              47%                   48%            36%                51%           30%                    51%        25%
                                                                                                                                                                                                                                                    54%
                                                                                                                                                                      Media
                                                                                                                                                                                                                          33%                                   -21


                                                                                                                                                                                                                                                     55%
                                                                                                                                                      Financial services
                                                                                                                                                                                                                                38%                              -17


                                                                                                                                                                                                                                                                       71%
                                                                                                                                                                     Banks
                                                                                                                                                                                                                                              51%                                  -20
      CREDIBLE SPOKESPEOPLE

                            -38
              -23        70%                     -43                                                                                  -55
                                                                                                      -43
        65%                               67%
                                                                                                                                63%
                                                                                              59%                    -26                                                         TRUST IN INFORMATION SOURCES
                                                                                  -30
                                                                            48%
               42%                                                 -17                                                                                                                 -16                           -26                            -13                        -13
                                                           39%                                                 40%
                                32%
                                                 24%
                                                                  22%
                                                                                   18%               16%
                                                                                                                      14%
                                                                                                                                       8%                                        Newspaper                             TV                          Radio                     Magazines


       Technical Academic                   CEO            A Person           NGO       Regular Financial/ Government
        Expert   or Expert                                   Like           Represent. Employee Industry     Official
                                                           Yourself                              Analyst
    Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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); Q16-26. [TRACKING] 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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible
    would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
    For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan

6   © Edelman, 2012. All rights reserved.

Recommended

Global Deck: 2013 Edelman Trust Barometer
Global Deck: 2013 Edelman Trust BarometerGlobal Deck: 2013 Edelman Trust Barometer
Global Deck: 2013 Edelman Trust BarometerEdelman
 
2016 Edelman TRUST BAROMETER - Global Results
2016 Edelman TRUST BAROMETER - Global Results2016 Edelman TRUST BAROMETER - Global Results
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
 
2015 Edelman Trust Barometer - Global Results
2015 Edelman Trust Barometer - Global Results2015 Edelman Trust Barometer - Global Results
2015 Edelman Trust Barometer - Global ResultsEdelman
 
2014 Edelman Trust Barometer - Global Results
2014 Edelman Trust Barometer - Global Results2014 Edelman Trust Barometer - Global Results
2014 Edelman Trust Barometer - Global ResultsEdelman
 
2017 Edelman TRUST BAROMETER™- Global Results
2017 Edelman TRUST BAROMETER™- Global Results2017 Edelman TRUST BAROMETER™- Global Results
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
 
2011 Edelman Trust Barometer
2011 Edelman Trust Barometer 2011 Edelman Trust Barometer
2011 Edelman Trust Barometer Edelman
 
2019 Edelman Trust Barometer
2019 Edelman Trust Barometer2019 Edelman Trust Barometer
2019 Edelman Trust BarometerDaniel Roth
 
2017 Edelman Trust Barometer - Financial Services Results
2017 Edelman Trust Barometer - Financial Services Results2017 Edelman Trust Barometer - Financial Services Results
2017 Edelman Trust Barometer - Financial Services ResultsEdelman
 

More Related Content

What's hot

Bain & Co. GDRoadshow Presentation
Bain & Co. GDRoadshow PresentationBain & Co. GDRoadshow Presentation
Bain & Co. GDRoadshow PresentationGlassdoor
 
Top 8 Insights From the 2018 Beauty, Health & Wellness Survey
Top 8 Insights From the 2018 Beauty, Health & Wellness SurveyTop 8 Insights From the 2018 Beauty, Health & Wellness Survey
Top 8 Insights From the 2018 Beauty, Health & Wellness SurveyL.E.K. Consulting
 
2017 Edelman Trust Barometer - Canadian Results
2017 Edelman Trust Barometer - Canadian Results2017 Edelman Trust Barometer - Canadian Results
2017 Edelman Trust Barometer - Canadian ResultsEdelman
 
Diversity Wins: How inclusion matters
Diversity Wins: How inclusion mattersDiversity Wins: How inclusion matters
Diversity Wins: How inclusion mattersMcKinsey & Company
 
PwC’s new Golden Age Index – how well are countries harnessing the power of o...
PwC’s new Golden Age Index – how well are countries harnessing the power of o...PwC’s new Golden Age Index – how well are countries harnessing the power of o...
PwC’s new Golden Age Index – how well are countries harnessing the power of o...PwC
 
Defining Brand Identity, August 2015
Defining Brand Identity, August 2015Defining Brand Identity, August 2015
Defining Brand Identity, August 2015Judy Hopelain
 
EY Germany FinTech Landscape
EY Germany FinTech LandscapeEY Germany FinTech Landscape
EY Germany FinTech LandscapeEY
 
The Decade to Deliver: A Call to Business Action
The Decade to Deliver: A Call to Business Action The Decade to Deliver: A Call to Business Action
The Decade to Deliver: A Call to Business Action accenture
 
2018 Brand Owner Packaging Survey
2018 Brand Owner Packaging Survey2018 Brand Owner Packaging Survey
2018 Brand Owner Packaging SurveyL.E.K. Consulting
 
Accenture Consumer Behavior Research: The value shake-up
Accenture Consumer Behavior Research: The value shake-upAccenture Consumer Behavior Research: The value shake-up
Accenture Consumer Behavior Research: The value shake-upaccenture
 
When, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce ProductivityWhen, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce Productivityaccenture
 
The FDA and industry: A recipe for collaborating in the New Health Economy
The FDA and industry:  A recipe for collaborating in the New Health EconomyThe FDA and industry:  A recipe for collaborating in the New Health Economy
The FDA and industry: A recipe for collaborating in the New Health EconomyPwC
 
PwC Trends in the workforce
PwC Trends in the workforcePwC Trends in the workforce
PwC Trends in the workforcePwC
 
Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"Booz Allen Hamilton
 
Shaping the Sustainable Organization | Accenture
Shaping the Sustainable Organization | AccentureShaping the Sustainable Organization | Accenture
Shaping the Sustainable Organization | Accentureaccenture
 
PolBrand 2011 - TOP100 Polish Brands
PolBrand 2011 - TOP100 Polish BrandsPolBrand 2011 - TOP100 Polish Brands
PolBrand 2011 - TOP100 Polish BrandsMPP Consulting
 
PwC's Global Technology IPO Review -- Q1 2015
PwC's Global Technology IPO Review -- Q1 2015PwC's Global Technology IPO Review -- Q1 2015
PwC's Global Technology IPO Review -- Q1 2015PwC
 
Navigating a digital-first home furnishings market
Navigating a digital-first home furnishings market Navigating a digital-first home furnishings market
Navigating a digital-first home furnishings market L.E.K. Consulting
 
2020 Women in the Workplace Participant Briefing
2020 Women in the Workplace Participant Briefing2020 Women in the Workplace Participant Briefing
2020 Women in the Workplace Participant BriefingMcKinsey & Company
 

What's hot (20)

Bain & Co. GDRoadshow Presentation
Bain & Co. GDRoadshow PresentationBain & Co. GDRoadshow Presentation
Bain & Co. GDRoadshow Presentation
 
Top 8 Insights From the 2018 Beauty, Health & Wellness Survey
Top 8 Insights From the 2018 Beauty, Health & Wellness SurveyTop 8 Insights From the 2018 Beauty, Health & Wellness Survey
Top 8 Insights From the 2018 Beauty, Health & Wellness Survey
 
2017 Edelman Trust Barometer - Canadian Results
2017 Edelman Trust Barometer - Canadian Results2017 Edelman Trust Barometer - Canadian Results
2017 Edelman Trust Barometer - Canadian Results
 
Diversity Wins: How inclusion matters
Diversity Wins: How inclusion mattersDiversity Wins: How inclusion matters
Diversity Wins: How inclusion matters
 
PwC’s new Golden Age Index – how well are countries harnessing the power of o...
PwC’s new Golden Age Index – how well are countries harnessing the power of o...PwC’s new Golden Age Index – how well are countries harnessing the power of o...
PwC’s new Golden Age Index – how well are countries harnessing the power of o...
 
Defining Brand Identity, August 2015
Defining Brand Identity, August 2015Defining Brand Identity, August 2015
Defining Brand Identity, August 2015
 
EY Germany FinTech Landscape
EY Germany FinTech LandscapeEY Germany FinTech Landscape
EY Germany FinTech Landscape
 
The Decade to Deliver: A Call to Business Action
The Decade to Deliver: A Call to Business Action The Decade to Deliver: A Call to Business Action
The Decade to Deliver: A Call to Business Action
 
2018 Brand Owner Packaging Survey
2018 Brand Owner Packaging Survey2018 Brand Owner Packaging Survey
2018 Brand Owner Packaging Survey
 
Accenture Consumer Behavior Research: The value shake-up
Accenture Consumer Behavior Research: The value shake-upAccenture Consumer Behavior Research: The value shake-up
Accenture Consumer Behavior Research: The value shake-up
 
When, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce ProductivityWhen, Where & How AI Will Boost Federal Workforce Productivity
When, Where & How AI Will Boost Federal Workforce Productivity
 
The FDA and industry: A recipe for collaborating in the New Health Economy
The FDA and industry:  A recipe for collaborating in the New Health EconomyThe FDA and industry:  A recipe for collaborating in the New Health Economy
The FDA and industry: A recipe for collaborating in the New Health Economy
 
PwC Trends in the workforce
PwC Trends in the workforcePwC Trends in the workforce
PwC Trends in the workforce
 
Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"Joining Forces: Interagency Collaboration and "Smart Power"
Joining Forces: Interagency Collaboration and "Smart Power"
 
Shaping the Sustainable Organization | Accenture
Shaping the Sustainable Organization | AccentureShaping the Sustainable Organization | Accenture
Shaping the Sustainable Organization | Accenture
 
PolBrand 2011 - TOP100 Polish Brands
PolBrand 2011 - TOP100 Polish BrandsPolBrand 2011 - TOP100 Polish Brands
PolBrand 2011 - TOP100 Polish Brands
 
PwC's Global Technology IPO Review -- Q1 2015
PwC's Global Technology IPO Review -- Q1 2015PwC's Global Technology IPO Review -- Q1 2015
PwC's Global Technology IPO Review -- Q1 2015
 
Growing Up Gen Z
Growing Up Gen ZGrowing Up Gen Z
Growing Up Gen Z
 
Navigating a digital-first home furnishings market
Navigating a digital-first home furnishings market Navigating a digital-first home furnishings market
Navigating a digital-first home furnishings market
 
2020 Women in the Workplace Participant Briefing
2020 Women in the Workplace Participant Briefing2020 Women in the Workplace Participant Briefing
2020 Women in the Workplace Participant Briefing
 

Similar to 2012 Edelman Trust Barometer: Global Deck

2012 Edelman Trust Barometer Canada and Global Results
2012 Edelman Trust Barometer Canada and Global Results2012 Edelman Trust Barometer Canada and Global Results
2012 Edelman Trust Barometer Canada and Global ResultsEdelman Toronto
 
2012 Edelman Trust Barometer Asia Pacific
2012 Edelman Trust Barometer Asia Pacific2012 Edelman Trust Barometer Asia Pacific
2012 Edelman Trust Barometer Asia PacificDavid Brain
 
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer MalaysiaDavid Brain
 
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
 
2012 Trust Barometer: Germany Results
2012 Trust Barometer: Germany Results2012 Trust Barometer: Germany Results
2012 Trust Barometer: Germany ResultsEdelman
 
2012 Edelman Trust Barometer
2012 Edelman Trust Barometer2012 Edelman Trust Barometer
2012 Edelman Trust BarometerEdelman Japan
 
2012 Edelman Trust Barometer
2012 Edelman Trust Barometer2012 Edelman Trust Barometer
2012 Edelman Trust BarometerEdelman Japan
 
Edelman Trust Barometer, Nationalmuseum 2012-01-26
Edelman Trust Barometer, Nationalmuseum 2012-01-26Edelman Trust Barometer, Nationalmuseum 2012-01-26
Edelman Trust Barometer, Nationalmuseum 2012-01-26Edelman_Stockholm
 
Edelman Trust Barometer 2012
Edelman Trust Barometer 2012Edelman Trust Barometer 2012
Edelman Trust Barometer 2012Edelman_Stockholm
 
2012 Trust Barometer South Korea
2012 Trust Barometer South Korea2012 Trust Barometer South Korea
2012 Trust Barometer South KoreaEdelman Korea
 
2012 Trust Barometer Hong Kong
2012 Trust Barometer Hong Kong2012 Trust Barometer Hong Kong
2012 Trust Barometer Hong KongEdelman
 
Edelman India - 2012 Trust Barometer - India Results
Edelman India - 2012 Trust Barometer - India ResultsEdelman India - 2012 Trust Barometer - India Results
Edelman India - 2012 Trust Barometer - India Resultsedelmanindia
 
Edelman Trust Barometer 2013 - Sweden
Edelman Trust Barometer 2013 - SwedenEdelman Trust Barometer 2013 - Sweden
Edelman Trust Barometer 2013 - SwedenEdelman_Stockholm
 
2013 edelman trust barometer germany deck
2013 edelman trust barometer germany deck2013 edelman trust barometer germany deck
2013 edelman trust barometer germany deckEdelman.ergo GmbH
 
Edelman Trust Barometer 2013 Ireland learnings
Edelman Trust Barometer 2013 Ireland learningsEdelman Trust Barometer 2013 Ireland learnings
Edelman Trust Barometer 2013 Ireland learningsEdelman
 
2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia 2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia David Brain
 
2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer IndonesiaDavid Brain
 
2013 Edelman Trust Barometer
2013 Edelman Trust Barometer2013 Edelman Trust Barometer
2013 Edelman Trust BarometerEdelman Japan
 
Ginisty for lima peru slideshare
Ginisty for lima peru slideshareGinisty for lima peru slideshare
Ginisty for lima peru slideshareChristophe Ginisty
 
2013 Edelman Trust Barometer China
2013 Edelman Trust Barometer China2013 Edelman Trust Barometer China
2013 Edelman Trust Barometer ChinaEdelman APACMEA
 

Similar to 2012 Edelman Trust Barometer: Global Deck (20)

2012 Edelman Trust Barometer Canada and Global Results
2012 Edelman Trust Barometer Canada and Global Results2012 Edelman Trust Barometer Canada and Global Results
2012 Edelman Trust Barometer Canada and Global Results
 
2012 Edelman Trust Barometer Asia Pacific
2012 Edelman Trust Barometer Asia Pacific2012 Edelman Trust Barometer Asia Pacific
2012 Edelman Trust Barometer Asia Pacific
 
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
 
2012 Edelman Trust Barometer - China Results
2012 Edelman Trust Barometer - China Results 2012 Edelman Trust Barometer - China Results
2012 Edelman Trust Barometer - China Results
 
2012 Trust Barometer: Germany Results
2012 Trust Barometer: Germany Results2012 Trust Barometer: Germany Results
2012 Trust Barometer: Germany Results
 
2012 Edelman Trust Barometer
2012 Edelman Trust Barometer2012 Edelman Trust Barometer
2012 Edelman Trust Barometer
 
2012 Edelman Trust Barometer
2012 Edelman Trust Barometer2012 Edelman Trust Barometer
2012 Edelman Trust Barometer
 
Edelman Trust Barometer, Nationalmuseum 2012-01-26
Edelman Trust Barometer, Nationalmuseum 2012-01-26Edelman Trust Barometer, Nationalmuseum 2012-01-26
Edelman Trust Barometer, Nationalmuseum 2012-01-26
 
Edelman Trust Barometer 2012
Edelman Trust Barometer 2012Edelman Trust Barometer 2012
Edelman Trust Barometer 2012
 
2012 Trust Barometer South Korea
2012 Trust Barometer South Korea2012 Trust Barometer South Korea
2012 Trust Barometer South Korea
 
2012 Trust Barometer Hong Kong
2012 Trust Barometer Hong Kong2012 Trust Barometer Hong Kong
2012 Trust Barometer Hong Kong
 
Edelman India - 2012 Trust Barometer - India Results
Edelman India - 2012 Trust Barometer - India ResultsEdelman India - 2012 Trust Barometer - India Results
Edelman India - 2012 Trust Barometer - India Results
 
Edelman Trust Barometer 2013 - Sweden
Edelman Trust Barometer 2013 - SwedenEdelman Trust Barometer 2013 - Sweden
Edelman Trust Barometer 2013 - Sweden
 
2013 edelman trust barometer germany deck
2013 edelman trust barometer germany deck2013 edelman trust barometer germany deck
2013 edelman trust barometer germany deck
 
Edelman Trust Barometer 2013 Ireland learnings
Edelman Trust Barometer 2013 Ireland learningsEdelman Trust Barometer 2013 Ireland learnings
Edelman Trust Barometer 2013 Ireland learnings
 
2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia 2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia
 
2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia2012 Edelman Trust Barometer Indonesia
2012 Edelman Trust Barometer Indonesia
 
2013 Edelman Trust Barometer
2013 Edelman Trust Barometer2013 Edelman Trust Barometer
2013 Edelman Trust Barometer
 
Ginisty for lima peru slideshare
Ginisty for lima peru slideshareGinisty for lima peru slideshare
Ginisty for lima peru slideshare
 
2013 Edelman Trust Barometer China
2013 Edelman Trust Barometer China2013 Edelman Trust Barometer China
2013 Edelman Trust Barometer China
 

More from Edelman

2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.Edelman
 
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBALEdelman
 
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact StudyEdelman
 
2018 Federal Cabinet Shuffle
2018 Federal Cabinet Shuffle2018 Federal Cabinet Shuffle
2018 Federal Cabinet ShuffleEdelman
 
The Edelman Perspective - 2018 Federal Cabinet Shuffle
The Edelman Perspective - 2018 Federal Cabinet ShuffleThe Edelman Perspective - 2018 Federal Cabinet Shuffle
The Edelman Perspective - 2018 Federal Cabinet ShuffleEdelman
 
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World 2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World Edelman
 
Edelman Trust Barometer – U.S. Natural Gas Industry Perceptions
Edelman Trust Barometer – U.S. Natural Gas Industry PerceptionsEdelman Trust Barometer – U.S. Natural Gas Industry Perceptions
Edelman Trust Barometer – U.S. Natural Gas Industry PerceptionsEdelman
 
2017 Edelman Trust Barometer Special Report: Institutional Investors
2017 Edelman Trust Barometer Special Report: Institutional Investors2017 Edelman Trust Barometer Special Report: Institutional Investors
2017 Edelman Trust Barometer Special Report: Institutional InvestorsEdelman
 
2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary
2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary
2017 Edelman Trust Barometer Special Report: Investor Trust Executive SummaryEdelman
 
8 Trends That Will Shape Travel in 2018
8 Trends That Will Shape Travel in 20188 Trends That Will Shape Travel in 2018
8 Trends That Will Shape Travel in 2018Edelman
 
The Edelman Perspective - Ontario Budget 2018
The Edelman Perspective - Ontario Budget 2018The Edelman Perspective - Ontario Budget 2018
The Edelman Perspective - Ontario Budget 2018Edelman
 
2018 Edelman Trust Barometer Special Report: Trust in Brand China
2018 Edelman Trust Barometer Special Report:  Trust in Brand China2018 Edelman Trust Barometer Special Report:  Trust in Brand China
2018 Edelman Trust Barometer Special Report: Trust in Brand ChinaEdelman
 
2018 Edelman Trust Barometer - Italy Report
2018 Edelman Trust Barometer - Italy Report 2018 Edelman Trust Barometer - Italy Report
2018 Edelman Trust Barometer - Italy Report Edelman
 
Tendências em Viagens e Turismo na América Latina em 2018
Tendências em Viagens e Turismo na América Latina em 2018Tendências em Viagens e Turismo na América Latina em 2018
Tendências em Viagens e Turismo na América Latina em 2018Edelman
 
2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAE2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAEEdelman
 
2018 Edelman Trust Barometer - Malaysia Report
2018 Edelman Trust Barometer - Malaysia Report2018 Edelman Trust Barometer - Malaysia Report
2018 Edelman Trust Barometer - Malaysia ReportEdelman
 
2018 Edelman Trust Barometer - Australia Results
2018 Edelman Trust Barometer - Australia Results2018 Edelman Trust Barometer - Australia Results
2018 Edelman Trust Barometer - Australia ResultsEdelman
 
2018 Edelman Trust Barometer - South Africa Report
2018 Edelman Trust Barometer - South Africa Report2018 Edelman Trust Barometer - South Africa Report
2018 Edelman Trust Barometer - South Africa ReportEdelman
 
2018 Edelman Trust Barometer - Brasil Report
2018 Edelman Trust Barometer - Brasil Report2018 Edelman Trust Barometer - Brasil Report
2018 Edelman Trust Barometer - Brasil ReportEdelman
 
Edelman 2018 Federal Budget Update
Edelman 2018 Federal Budget UpdateEdelman 2018 Federal Budget Update
Edelman 2018 Federal Budget UpdateEdelman
 

More from Edelman (20)

2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_U.S.
 
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL
2020 Edelman-LinkedIn B2B Thought Leadership Impact Study_GLOBAL
 
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
2019 Edelman-LinkedIn B2B Thought Leadership Impact Study
 
2018 Federal Cabinet Shuffle
2018 Federal Cabinet Shuffle2018 Federal Cabinet Shuffle
2018 Federal Cabinet Shuffle
 
The Edelman Perspective - 2018 Federal Cabinet Shuffle
The Edelman Perspective - 2018 Federal Cabinet ShuffleThe Edelman Perspective - 2018 Federal Cabinet Shuffle
The Edelman Perspective - 2018 Federal Cabinet Shuffle
 
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World 2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World
 
Edelman Trust Barometer – U.S. Natural Gas Industry Perceptions
Edelman Trust Barometer – U.S. Natural Gas Industry PerceptionsEdelman Trust Barometer – U.S. Natural Gas Industry Perceptions
Edelman Trust Barometer – U.S. Natural Gas Industry Perceptions
 
2017 Edelman Trust Barometer Special Report: Institutional Investors
2017 Edelman Trust Barometer Special Report: Institutional Investors2017 Edelman Trust Barometer Special Report: Institutional Investors
2017 Edelman Trust Barometer Special Report: Institutional Investors
 
2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary
2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary
2017 Edelman Trust Barometer Special Report: Investor Trust Executive Summary
 
8 Trends That Will Shape Travel in 2018
8 Trends That Will Shape Travel in 20188 Trends That Will Shape Travel in 2018
8 Trends That Will Shape Travel in 2018
 
The Edelman Perspective - Ontario Budget 2018
The Edelman Perspective - Ontario Budget 2018The Edelman Perspective - Ontario Budget 2018
The Edelman Perspective - Ontario Budget 2018
 
2018 Edelman Trust Barometer Special Report: Trust in Brand China
2018 Edelman Trust Barometer Special Report:  Trust in Brand China2018 Edelman Trust Barometer Special Report:  Trust in Brand China
2018 Edelman Trust Barometer Special Report: Trust in Brand China
 
2018 Edelman Trust Barometer - Italy Report
2018 Edelman Trust Barometer - Italy Report 2018 Edelman Trust Barometer - Italy Report
2018 Edelman Trust Barometer - Italy Report
 
Tendências em Viagens e Turismo na América Latina em 2018
Tendências em Viagens e Turismo na América Latina em 2018Tendências em Viagens e Turismo na América Latina em 2018
Tendências em Viagens e Turismo na América Latina em 2018
 
2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAE2018 Edelman Trust Barometer - UAE
2018 Edelman Trust Barometer - UAE
 
2018 Edelman Trust Barometer - Malaysia Report
2018 Edelman Trust Barometer - Malaysia Report2018 Edelman Trust Barometer - Malaysia Report
2018 Edelman Trust Barometer - Malaysia Report
 
2018 Edelman Trust Barometer - Australia Results
2018 Edelman Trust Barometer - Australia Results2018 Edelman Trust Barometer - Australia Results
2018 Edelman Trust Barometer - Australia Results
 
2018 Edelman Trust Barometer - South Africa Report
2018 Edelman Trust Barometer - South Africa Report2018 Edelman Trust Barometer - South Africa Report
2018 Edelman Trust Barometer - South Africa Report
 
2018 Edelman Trust Barometer - Brasil Report
2018 Edelman Trust Barometer - Brasil Report2018 Edelman Trust Barometer - Brasil Report
2018 Edelman Trust Barometer - Brasil Report
 
Edelman 2018 Federal Budget Update
Edelman 2018 Federal Budget UpdateEdelman 2018 Federal Budget Update
Edelman 2018 Federal Budget Update
 

Recently uploaded

Deep Dive Petrobras 2024 (Day 1).pdf
Deep Dive Petrobras 2024 (Day 1).pdfDeep Dive Petrobras 2024 (Day 1).pdf
Deep Dive Petrobras 2024 (Day 1).pdfsteevesroy1
 
04 - The Greenhouse Effect.ppt.pptx
04 - The Greenhouse Effect.ppt.pptx04 - The Greenhouse Effect.ppt.pptx
04 - The Greenhouse Effect.ppt.pptxmmpnair0
 
Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024
Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024
Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024MYSUN
 
UPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptx
UPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptxUPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptx
UPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptxJenniferJenkins94
 
Database Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang AcademyDatabase Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang AcademyBloomerang
 
Good things about herbal loop connection through network connection.pptx
Good things about herbal loop connection through network connection.pptxGood things about herbal loop connection through network connection.pptx
Good things about herbal loop connection through network connection.pptxTakashinKikaku
 
Sustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdfSustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdfJai Babu
 
Presentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptxPresentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptxali2005eisa
 
Aspire 2024 Turning Point Slides with Dr. Sam Collins
Aspire 2024 Turning Point Slides with Dr. Sam CollinsAspire 2024 Turning Point Slides with Dr. Sam Collins
Aspire 2024 Turning Point Slides with Dr. Sam CollinsSam Collins
 
Trending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfTrending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfgaju619
 
BusinessWritingExamplesFeb2024Litt.pdf
BusinessWritingExamplesFeb2024Litt.pdfBusinessWritingExamplesFeb2024Litt.pdf
BusinessWritingExamplesFeb2024Litt.pdfSteven Litt
 
Unocal 2023 Catalogue
Unocal 2023 CatalogueUnocal 2023 Catalogue
Unocal 2023 Catalogueqwipqwip
 
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKrijn Poppe
 
Database Management.pdf
Database Management.pdfDatabase Management.pdf
Database Management.pdfBloomerang
 
New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024Franchize Consultants
 

Recently uploaded (20)

Deep Dive Petrobras 2024 (Day 1).pdf
Deep Dive Petrobras 2024 (Day 1).pdfDeep Dive Petrobras 2024 (Day 1).pdf
Deep Dive Petrobras 2024 (Day 1).pdf
 
04 - The Greenhouse Effect.ppt.pptx
04 - The Greenhouse Effect.ppt.pptx04 - The Greenhouse Effect.ppt.pptx
04 - The Greenhouse Effect.ppt.pptx
 
Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024
Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024
Everything a Homeowner Needs to Know About the Delhi Solar Policy 2024
 
UPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptx
UPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptxUPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptx
UPDATEDJenkins_Jennifer_EBS_PB1_2023-July.pptx
 
Database Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang AcademyDatabase Set Up Basics Bloomerang Academy
Database Set Up Basics Bloomerang Academy
 
Good things about herbal loop connection through network connection.pptx
Good things about herbal loop connection through network connection.pptxGood things about herbal loop connection through network connection.pptx
Good things about herbal loop connection through network connection.pptx
 
Sustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdfSustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdf
 
Presentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptxPresentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptx
 
Aspire 2024 Turning Point Slides with Dr. Sam Collins
Aspire 2024 Turning Point Slides with Dr. Sam CollinsAspire 2024 Turning Point Slides with Dr. Sam Collins
Aspire 2024 Turning Point Slides with Dr. Sam Collins
 
Bryan_Cassady - AI Powered Innovation.pdf
Bryan_Cassady - AI Powered Innovation.pdfBryan_Cassady - AI Powered Innovation.pdf
Bryan_Cassady - AI Powered Innovation.pdf
 
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdfMartez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
 
Charlie Caldwell - Living Smart with AI.pdf
Charlie Caldwell - Living Smart with AI.pdfCharlie Caldwell - Living Smart with AI.pdf
Charlie Caldwell - Living Smart with AI.pdf
 
Trending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfTrending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdf
 
BusinessWritingExamplesFeb2024Litt.pdf
BusinessWritingExamplesFeb2024Litt.pdfBusinessWritingExamplesFeb2024Litt.pdf
BusinessWritingExamplesFeb2024Litt.pdf
 
Unocal 2023 Catalogue
Unocal 2023 CatalogueUnocal 2023 Catalogue
Unocal 2023 Catalogue
 
Polyene General Industries Private Limited
Polyene General Industries Private LimitedPolyene General Industries Private Limited
Polyene General Industries Private Limited
 
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
 
Database Management.pdf
Database Management.pdfDatabase Management.pdf
Database Management.pdf
 
New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024
 
Diamond Earrings
Diamond EarringsDiamond Earrings
Diamond Earrings
 

2012 Edelman Trust Barometer: Global Deck

  • 2. 2012 Edelman Trust Barometer METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries 30,000+ respondents 1,000 general population respondents per country Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy * This year Informed Publics were surveyed via online methodology instead of telephone 2 © Edelman, 2012. All rights reserved.
  • 3. Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs 3 © Edelman, 2012. All rights reserved.
  • 4. 4 © Edelman, 2012. All rights reserved.
  • 5. Distrust is growing; nearly twice as many countries are now skeptics Fewer countries now in neutral zone 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 TRUSTERS India 65 Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argentina 62 Canada 58 India 56 Italy 56 Italy 56 Argentina 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 5 © Edelman, 2012. All rights reserved.
  • 6. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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); Q16-26. [TRACKING] 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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan 6 © Edelman, 2012. All rights reserved.
  • 7. Trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 47% 2012 43% General Public 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total 7 © Edelman, 2012. All rights reserved.
  • 8. Record decline in government -- NGOs and business fall to 2009 trust level TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE) 8 © Edelman, 2012. All rights reserved.
  • 9. Several mature markets see double-digit drops in business trust TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 9 © Edelman, 2012. All rights reserved.
  • 10. Technology remains on top in all markets, finance sector still at bottom TRUST IN INDUSTRIES – GLOBAL 2011 2012 Technology 80% Technology 79% Telecommunications 67% Automotive 66% 2009: Automotive Food and beverage 67% 64% 58% Food and beverage 64% Consumer packaged goods 62% Pharmaceuticals 61% Telecommunications 60% Energy 60% Brewing and spirits 59% Consumer packaged goods 57% Pharmaceuticals 56% Brewing and spirits 57% Energy 53% Media 52% Media 51% Banks 50% Banks 47% Financial services Financial services 48% 45% 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 Q16-26. [TRACKING] 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 publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) & Informed Publics ages 35-64 in 18 country global total 10 © Edelman, 2012. All rights reserved.
  • 11. Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West TRUST IN BANKS U.S. Japan UK/France/Germany China India S. Korea 100% 88% 90% 84% 85% 90% 83% 77% 87% 82% 80% 83% 72% 81% 75% 70% 69% 76% 68% 68% 67% 60% 64% 55% 58% 59% 52% 50% 51% 51% 49% 38% 40% 36% 41% 39% 29% 29% 30% 35% 27% 20% 24% 22% 21% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks TRACKING] 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 publics ages 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea 11 © Edelman, 2012. All rights reserved.
  • 12. Trust in technology remains high in all markets TRUST IN TECHNOLOGY U.S. Japan UK/France/Germany China India S. Korea 100% 95% 91% 93% 89% 93% 90% 90% 93% 87% 93% 86% 88% 83% 83% 80% 80% 81% 80% 78% 78% 79% 78% 78% 78% 76% 76% 77% 73% 74% 73% 70% 75% 76% 67% 60% 66% 67% 66% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Technology TRACKING] 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 publics ages 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea 12 © Edelman, 2012. All rights reserved.
  • 13. Majority of countries now distrust government TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 50% 49% 44% 47% 43% 43% 43% 42% 42% 45% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 13 © Edelman, 2012. All rights reserved.
  • 14. Media only institution to see trust increase TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52% 50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 14 © Edelman, 2012. All rights reserved.
  • 15. Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE 13% 5% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 28% FOUR OR FIVE TIMES (4-5) 63% THREE TO FIVE TIMES Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in 25 country global total 15 © Edelman, 2012. All rights reserved.
  • 16. Diversification of Media TRUST IN INFORMATION SOURCES 2011 Informed Public 2012 Informed Public + 10% 29% 32% + 18% 22% 26% + 75 % + 23% 14% 16% 13% 8% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) 16 © Edelman, 2012. All rights reserved.
  • 17. NGOs still most trusted institution, despite some declines TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 59% 58% 56% 55% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51% 50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 17 © Edelman, 2012. All rights reserved.
  • 18. NGOs surge in China and India TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) U.S. UK/France/Germany China India 80% 75% 79% 70% 68% 65% 60% 55% 54% 52% 50% 48% 45% 48% 40% 35% 36% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 35-64 in U.S., UK/France/Germany, India and China 18 © Edelman, 2012. All rights reserved.
  • 19. 19 © Edelman, 2012. All rights reserved.
  • 20. Trust in business and government move in sync since 2008 in Western Economies TRUST IN BUSINESS AND GOVERNMENT Business Government U.S. 80% 58% 60% 53% 51% 51% 48% 49% 44% 48% 48% 45% 45% 38% 40% 48% 44% 44% 43% 36% 39% 39% 37% 38% 38% 30% 27% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 UK/France/Germany 80% 60% 46% 41% 40% 36% 35% 36% 38% 37% 39% 40% 34% 36% 43% 36% 38% 31% 32% 31% 32% 30% 31% 27% 20% 26% 25% 22% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 35-64 in the U.S. and UK/France/Germany 20 © Edelman, 2012. All rights reserved.
  • 21. Credibility of CEOs and government officials plummet Peers and regular employees see dramatic rise CREDIBLE SPOKESPEOPLE 2011 2012 Academic or expert 70% Academic or expert 68% Greatest increase since 2004 Technical expert in the company 64% Technical expert in the company 66% Financial or industry analyst 53% A person like yourself 65% + 22 CEO CEO 50% Regular employee 50% + 16 NGO representative 47% NGO representative 50% A person like yourself 43% Financial or industry analyst 46% Gov’t official or regulator Government official or regulator 43% CEO CEO 38% - 12 Regular employee 34% Gov’t official or regulator Government official or regulator 29% - 14 Biggest declines in Barometer Q119-126. [TRACKING] 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 history information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) 21 © Edelman, 2012. All rights reserved.
  • 22. CEO credibility returns to low of 2009 CEO CREDIBILITY U.S. Japan UK/France/Germany China India S. Korea 100% 90% 83% 80% 70% 66% 68% 60% 59% 63% 60% 60% 53% 56% 50% 46% 51% 46% 44% 49% 45% 40% 37% 44% 35% 37% 41% 34% 33% 28% 30% 32% 26% 34% 22% 23% 27% 20% 17% 26% 22% 23% 21% 18% 17% 10% 0% 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company TRACKING] 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, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea 22 © Edelman, 2012. All rights reserved.
  • 23. Government leaders less trusted than business leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50% 50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 23 © Edelman, 2012. All rights reserved.
  • 24. Business not meeting public’s expectations Business Importance Company LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67% Performance 36% -31 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 67% 48% -19 TREATS EMPLOYEES WELL 64% 27% -37 PLACES CUSTOMERS AHEAD OF PROFITS 62% 26% -36 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62% 28% -34 HAS ETHICAL BUSINESS PRACTICES 61% 32% -29 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60% 27% -33 COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 57% BUSINESS 26% -31 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 55% 29% -26 ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 50% 30% -20 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 49% IN WHICH THE COMPANY OPERATES 26% -23 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46% 41% -5 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 29% -12 41% Closing the DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 39% gap on 23% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 38% expectations COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 31% -7 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36% SOCIETAL ISSUES 19% -17 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-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 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t Know’ responses); Q103-118. Please rate [INSERT COMPANY] 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”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total 24 © Edelman, 2012. All rights reserved.
  • 25. Government not meeting public’s expectations Government Importance Government Performance 67% LISTENS TO CITIZENS' NEEDS AND FEEDBACK 17% -50 66% HAS TRANSPARENT AND OPEN PRACTICES 16% -50 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65% COUNTRY 19% -46 65% COMMUNICATES FREQUENTLY AND HONESTLY 16% -49 56% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 18% -38 PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54% EMPLOYMENT OPPORTUNITIES 18% -36 CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52% LOCAL COMMUNITIES 16% -36 PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% ADDRESS SOCIETAL ISSUES 14% -27 Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-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'. (Top 2 Box, Very/Extremely Important) General Population in 25 country global total; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box, Performing Very/Extremely Well) General Population in 25 country global total 25 © Edelman, 2012. All rights reserved.
  • 26. Despite lack of trust in government, calls for increased regulations % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 51% 50% 50% 49% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 26 © Edelman, 2012. All rights reserved.
  • 27. Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: 31% PROTECT CONSUMERS from irresponsible business practices Business can address on its own 25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 16% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (29%) • Unethical business practices (28%) • Shortcuts that lead to poor quality (21%) Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total; Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed Publics ages 25-64 in 25-country global total 27 © Edelman, 2012. All rights reserved.
  • 28. 28 © Edelman, 2012. All rights reserved.
  • 29. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted than government leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 29 © Edelman, 2012. All rights reserved.
  • 30. Business: from license to operate to license to lead CURRENT TRUST BUILDING FUTURE TRUST Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 47% TRUST BUSINESS 1 Listens to customer needs and feedback 1 Delivers consistent financial returns SOCIETAL ATTRIBUTES MORE IMPORTANT TO 1 High quality products or services 2 Innovator of new products BUILDING FUTURE 3 Treats employees well TRUST 3 Highly regarded, top leadership 4 Places customers ahead of profits 3 Ranks on a global list 4 Takes actions to address issue or crisis 6 Has ethical business practices 5 Partners with third parties 7 Has transparent and open business CURRENT TRUST 8 Communicates frequently and honestly DRIVEN BY OPERATIONAL ATTRIBUTES 9 Works to protect/ improve environment 10 Addresses society's needs 11 Positively impacts the local community 12 Innovator of new products 13 Highly regarded, top leadership 14 Delivers consistent financial returns Societal 15 Ranks on a global list Operational 16 Partners with third parties Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) General Population in 25 country global total; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-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 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total 30 © Edelman, 2012. All rights reserved.
  • 31. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business 31 © Edelman, 2012. All rights reserved.
  • 32. 32 © Edelman, 2012. All rights reserved.