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2015
EDELMAN TRUST BAROMETER
GLOBAL RESULTS
2
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• 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 and public policy
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
3
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 FALL OF GOVERNMENT
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
TRUST IN RETROSPECT
4
2014:
A YEAR OF THE
UNPREDICTABLE
& UNIMAGINABLE
5
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
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 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 Publics in 27-country global total.
THE EVAPORATION OF TRUST:
NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%
57%
2014 2015
#2
45% 48%
2014 2015
#4 GOVERNMENTMEDIA
NGOS
Informed
Public
6
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
THE TRUST
INDEX:
TRUSTERSNEUTRALDISTRUSTERS
2014
TRUSTERS
from 30% to
22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS
from 33% to
48% in 2015
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.
27-country global total.
Informed
Public
7
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
THE NEW
TRUST
DEFICIT:
TRUSTERSNEUTRALDISTRUSTERS
2015
GLOBAL 55
2015
GLOBAL 46
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Nearly 2/3
of countries are
now
DISTRUSTERS
among the General
Online Population
Informed
Public
General
Population
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.
27-country global total.
8
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
TRUST IN NGOS:
STILL MOST TRUSTED BUT NOW WANING
2014 2015
Informed
Public
% Trust
66
76
73
64
62 61 62
59
47
75 74
84
76 76
70
75
67
70
77
67 66
69
58
67
58
41
47
37
63
81
77
71 70
65 64 63
58
74 73 72 71 71
68 67 67 66
63 62 61
59
57
51
48
38 37
29
9
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA:
60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and
nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
% Trust
53
78
70 71
60
45
48
40 40
35
42
30
19
79
70
61
63
55
58 59
54
48
63
54
41
44
37
40
51
80 79
76
62
51 50
48 47
44 43 42
20
77
59 57 56
52
47 46 45 43 41 40
38
34 34
31
10
67%
63%
65%
62%
52%
50%
53%
53%
45%
43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
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) Informed Publics, 20-country global total.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES:
SEARCH ENGINES NOW MOST TRUSTED
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media
11
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:
MEDIA SOURCES:
SEARCH ENGINES NOW USED FIRST AND MOST
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%
22%
22%
25%
29%
31%
2013 2014 2015
20%
19%
18%
28%
27% 27%
26%
27% 27%
2013 2014 2015
19% 19%
18%
22%
20% 20%
34%
36%
37%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed
Publics, 20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global
total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news
about business? Informed Publics, 20-country global total.
12
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn,
Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content
creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you
consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the
following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information
you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how
much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-
country global total.
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
CONTENT CREATORS:
FRIENDS/FAMILY AND EXPERTS
ARE MOST TRUSTED
TRUSTED
NEUTRAL
DISTRUSTED
13
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much
you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them
at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global
total.
TRUST IN GOVERNMENT:
19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
32
37
34
28
19
24
18
21
75
63
56
51
54
45
43
45 45
23
17
48
90
82 82
72
65
54
50
43 42 41
37
33
30 28 26 26
70
59
49 49
45
42 41 40
33
21
16
14
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you
trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at
all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
TRUST IN BUSINESS:
HALF BELOW 50%
Informed
Public
2014 2015
59
82 82
79
70
54
63
58
45 45
43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43
41
39
57
85 84 84
73
66
64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36
15
FOUR KEY FACTORS
AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
16
50%
80%
77%
72%
66% 67% 66%
63% 64%
61% 61% 61%
57%
53% 54% 52%
78%
75%
71%
67% 67% 66%
63% 63% 61% 60% 60%
57%
54% 53% 51%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS:
TECHNOLOGY-BASED INDUSTRIES DECLINE
Informed
Public
Q43-60. [TRACKING] 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) Informed Publics, 27-country global total.
2014 2015
More Trust Less Trust
70% 74% 67%
*% of countries in which trust decreased
* * *
17
50%
76% 75% 75% 74%
70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN:
BRIC COUNTRIES REMAIN DISTRUSTED
Most Trusted
Informed
Public
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries.
Please indicate how much you trust global companies headquartered in the following countries to do what is
right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that
you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
18
TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries.
Please indicate how much you trust global companies headquartered in the following countries to do what is right.
Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
COUNTRY OF ORIGIN: DEVELOPING
COUNTRY MULTINATIONALS CHALLENGED
Company’s
Country of Origin Type of Market
Percent in Market
Who Trust the Company
DEVELOPING
Country Multinational
Doing Business…
… in a Developing Country 57%
… in a Developed Country 22%
DEVELOPED
Country Multinational
Doing Business…
… in a Developing Country 77%
… in a Developed Country 58%
Informed
Public
19
44% 45%
72%
64%
75%
69%
TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
ENTERPRISE TYPE:
DEVELOPING COUNTRIES
MORE OPEN TO BIG BUSINESS
Informed
Public
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of
business to do what is right using a nine-point scale, where one means that you “do not trust them at all” and
nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
Edelman’s 2014 Summer Trust
Supplement found that, in most
emerging markets, large family-
owned businesses were the most
trusted company type, whereas
small family-owned businesses
were significantly less trusted.
Note that this distinction between
large and small family-owned
companies used for the Summer
Report makes direct comparisons
with the 2015 Barometer not
possible.
DEVELOPED COUNTRIES DEVELOPING COUNTRIES
State-owned Big Business Family-ownedState-owned Big Business Family-owned
20
Q130-143. [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, Very/Extremely Credible) Informed Publics, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
LEADERSHIP: EXPERT AND “A PERSON
LIKE YOURSELF” MORE CREDIBLE THAN CEO
70%
68%
63%
54% 55%
53%
46%
37%
70%
67%
63%
56%
53%
49%
43%
38%
Academic or
Industry Expert
Company
Technical Expert
A Person Like
Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
CEO Government
Official or
Regulator
2014 2015
More Trust Less Trust
Informed
Public
21
31%
40%
50%
3…
43% 43% 41%
25%
33%
41%
26%
34% 34%
31%
47%
51%
67%
56%
60%
63%
61%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K.,
GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL),
ALL DATA BASED ON 20-COUNTRY TOTALS
LEADERSHIP:
FRESH DECLINES FOR CEOS
CEOs not credible
as spokesperson
in three-quarters
of countries
Developing Countries
Developed Countries
Informed
Public
Q130-143. [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, Trust) Informed Publics, 20-country global total.
TRUST AND
INNOVATION
IN BUSINESS
23
- JEFF BEZOS
“New inventions and things that customers like
are usually good for society.”
NOT SO FAST…
24
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
Q349-351. Below are a number of statements. For each, please think about the pace of development and change
in business and industry today and select the response that most accurately represents your opinion. (Not
Enough, Too Much) Informed Publics, 27-country global total.
TRUST IN BUSINESS INNOVATION:
PACE IS TOO FAST BY A 2-TO-1 MARGIN
51% Too Fast28% Too Slow
Informed
Public
19% Just Right
25
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY
TECHNOLOGY, BUSINESS TARGETS AND
GREED/MONEY
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry
today? Informed Publics, 27-country global total.
26
46%
54% 54%
40%
53% 52%
24%
15% 16%
20%
17%
14%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public
2014 TRUST BAROMETER:
51%
say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION:
NOT ENOUGH
GOVERNMENT REGULATION
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right
amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial
services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not
enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
27
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY
BUSINESS INNOVATION:
TRUST IN NEW DEVELOPMENTS VARIES
69%
59%
55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing
Informed
Public
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust
each of these recent developments? Informed Publics, 27-country global total.
50%
28
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each
of these recent developments? Informed Publics, 27-country global total.
BUSINESS INNOVATION:
DEVELOPING MARKETS MORE OPEN TO CHANGE
+29 +19 +26 +21 +6
83%
72% 71%
60%
37%
54% 53%
45%
39%
31%
Electronic and Mobile
Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic Fracturing Genetically Modified
Foods
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
… but do not take
customers in developing
markets for granted.
Informed
Public
50%
29
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TRUSTININSTITUTIONS(TRUSTINDEX)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
Data from Table 574
RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE
TRUST IN RECENT BUSINESS DEVELOPMENTS
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each
of these recent developments? Informed Publics, 27-country global total. 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. Informed Publics, 27-
country global total.
TRUST AND BUSINESS INNOVATION: HIGHER TRUST
CREATES THE OPPORTUNITY FOR FASTER
INNOVATION
UAE
IND
BRA
MAL
SING
MEX
GLOBAL
US
ARG
ITA
S.KO
NETH
GER
JAP
FRA
CAN
AUS
SWE
IRE
TUR
POL
S.AF
HK
SPA
U.K.
Informed
Public
RUS
INDO
CHI
30
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, 27-country global total.
Q43-60. 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.” Informed Publics, 27-country global total.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES
BUSINESS INNOVATION:
TRUST IN INDUSTRY SECTORS DOES NOT
GUARANTEE INNOVATIONS ARE TRUSTED
35%
48%
61%
61%
62%
67%
60%
78%
60%
54%Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food and Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+8
+1
-17
-12
-32
Gap
Trust in Industry Sector
vs.
Trust in Industry to Innovate
BUILDING
TRUST
32
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal
needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
Q80-Q95. [TRACKING] 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) Informed
Public, 27-country global total.
33
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY:
PRIORITY AREAS FOR COMPANIES TO BUILD
TRUST
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
StatedImportance
Stated Performance
PURPOSE
OPERATIONS in 2008
Informed
Public
Q80-Q95. [TRACKING] 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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general
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 Extremely Well) Informed
Public, 27-country global total.
34
BUILDING AND DEFENDING TRUST:
CLEAR PERSONAL AND SOCIETAL BENEFITS ARE
KEY
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in
Business Has Increased
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past
year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any,
has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT
COUNTRY].
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics,
27-country global total.
Reasons Trust in
Business Has Decreased
47% 53%
81%
agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”
BUILDING TRUST
IN INNOVATION
36
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
Make test results available publicly for review 80%
Partner with an academic institution 75%
Run a clinical trial or beta test 71%
Partner with an NGO 63%
Partner with government 55%
55% AGREE:
New developments
are not tested
enough
TRUST IN INNOVATION:
TRANSPARENCY AND 3RD-PARTY
VALIDATION ARE ESSENTIAL
Informed
Public
Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace
of development and change in business and industry today, and select the response that most accurately represents your
opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].
37
THE INNOVATION
TRUST MATRIX
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Trusted
Innovation
APATHY
More
Transparency
More Accessible
Greater
Understanding
Greater Participation
More Control
More Clear Benefit
Greater Personal Benefit
Greater Societal Benefit
Less Clear Benefit
Less Personal Benefit
Less Societal Benefit
Informed
Public
Distrusted
Innovation
FEAR
38
THE NEW FORMULA FOR
BUSINESS INNOVATION
TI
Trusted
Innovation
Discovery
Business brings an
unrivaled agility and
nimbleness, a multi-
stakeholder and
often global view,
founded in specific
expertise no other
institution can bring.
= (D
Benefit
Benefit is twofold:
personal and
societal, referring to
the trust placed in
companies that
address individual
needs or challenges,
as well as larger,
macro-issues facing
society.
B+
Integrity
Attributes that build
trust in any company,
chiefly having ethical
business practices,
managing risk,
treating employees
well and operating
responsibly as a
good corporate
citizen.
I)+
E Engagement
The multiplier factor:
the transparency and
3rd-party validation
that is integral to
innovation. Making
test results publically
available for review
and partnering with
other institutions all
increase trust.
Ensuring information
is easy to find,
understand, and
share is critical.
39
TOWARDS TRUSTED INNOVATION
A REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, business must conduct
itself with new rigor and self-awareness.
A commitment to robust relationships,
transparency and consistency in
reporting, active listening to
stakeholders’ concerns and a
willingness to modify products and
services is required. Ultimately this is an
action of leadership, culture and
conduct.
Business must continue to apply its
unparalleled perspective and skill to the
world’s greatest problems. Enterprise
must bring ideas and products to market
that yield benefit, while ensuring the
public sees the connection between
new developments and societal benefit.
Innovative product and service solutions
should be recognized by stakeholders
as more than profit-drivers.
Business must adopt a new framework
rooted in facilitating dialogue, sharing
information and fostering collaboration.
Realizing that new developments do not
speak for themselves, enterprises must
actively engage a broad range of
stakeholders to facilitate greater
understanding through stories that
reach and touch their audiences.
Business must explain benefits
completely, elucidate the technology
behind the innovations and
communicate its ethical practices in
bringing those discoveries to market. A
business that does this well is one that
invites partnership, encouraged
feedback and interaction and listens
openly.
40
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST IN INNOVATION MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
Q371-376. 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. Informed Publics, 27-country global total.
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. Informed Publics, 27-country global
total.
41
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST IN INNOVATION MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
Q371-376. 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. Informed Publics, 27-country global total.
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. Informed Publics, 27-country global
total.
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY
42
On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks:
REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines
Flight MH370: REUTERS/Samsul Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue:
REUTERS/Jason Reed; Sony Pictures: AP PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP
PHOTO/Richard Drew. On slide 31: Narendra Modi: REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.
43
APPENDIX
44
THE FORTUNE 500 BY LOCATION, NUMBER OF COMPANIES
COMPANIES BASED IN EMERGING MARKETS ARE A
LARGER AND GROWING SHARE OF GLOBAL
BUSINESS
*Africa, Eastern Europe and Central Asia, Latin America, Middle East, South Asia and Southeast Asia.
**China, Hong Kong, Macau and Taiwan.
Source: http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape
2 1 12 31
120
21 22
12
54
109
477 477 476
415
271
1980 1990 2000 2010 2025
(Projected)
DEVELOPED
REGIONS
EMERGING MARKETS,
EXCLUDING CHINA*
GREATER CHINA**
EMERGING MARKETS
TOTAL SHARE5% 5% 5% 17% 46%
The McKinsey
Global Institute
predicts that by 2025,
companies headquartered
in emerging markets will
make up more than 45%
of the Fortune 500
45
50
90
70 69
57 56
53 52 52 51 50
46
42
35 34
32
20
39
34
75
70 69
54
38 37 36
34
25
50
89
67 68
54
50 50 51
41
48
44
37
31 29
24
31
18
39
34
85 85
73
64
49
39
43
35
27
Higher Trust in
Local/State Government in 16 Countries
Higher Trust in Central/Federal
Government in 9 Countries
Neutral
% Trust
50%
2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT
TRUST IN GOVERNMENT:
MOST COUNTRIES TRUST
LOCAL GOVERNMENTS MORE THAN FEDERAL
Informed
Public
LOCAL/STATE CENTRAL/FEDERAL
Q322-323. [Local/State Government and Central/Federal Government] 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 Publics, 27-country global total.
46
21 countries are below 50% in trust of one or both institutions
GOVERNMENT BUSINESS
% Trust
50%
GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015
TRUST IN BUSINESS AND GOVERNMENT:
80% DISTRUST ONE OR BOTH
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution
to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
Informed
Public
2015
48
90
82
72
82
70
65
45
37
59
33
41
54
50 49 49
43 42
40
42 41
28
16
30
33
26
21
26
57
85 84 84
70
61
66 67
73
49
72
60
45 45
48 47
52
45
48
42 41
53
64
48
36
43
46
38
47
China
India
67%
73%
55%
79%
58%
55%
47%
50%
26%
61%
22%
30%
66%
74%
54%
80%
59%
58%
49%
52%
29%
63%
25%
31%
73%
77%
55%
83%
61%
60%
51%
54%
28%
62%
26%
30%
Buy a Company
in Your Country
Buy a Minority Share in a
Company in Your Country
Make a Major
Investment in a New Plant
or Office in Your Country
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
Brazil
Germany
U.K.
U.S
Informed
Public
HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO...
COUNTRY OF ORIGIN:
DEVELOPED MARKETS DISTRUST INVESTMENT
FROM DEVELOPING COUNTRY COMPANIES
Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How
much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment
situations?
(Top 4 Box, Trust) Informed Publics, 27-country global total.
48
21%
31%
29%
23%
29%
47%
34%
30%
23%
31%33%
22%
29%
34%
26%
22%
27%
37%
34%
31%
14%
23%
13%
19%
15%
OperationsPurposeProductsIntegrityEngagement
Q197-201(Global Summary). We would now like you to think about different types of information you may read,
see or hear about a company. For each topic, please select which person you trust MOST to provide you with
credible and honest information about a company. Informed Publics, 27-country global total.
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
INFLUENCERS:
EMPLOYEES, ACADEMICS,
CONSUMERS MOST TRUSTED
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

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2015 Edelman Trust Barometer - Global Results

  • 2. 2 EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY Informed Public • 500 respondents in U.S. and China, and 200 in other countries • 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 and public policy • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets
  • 3. 3 2015 TRUST IS ESSENTIAL TO INNOVATION 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 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 TRUST IN RETROSPECT
  • 4. 4 2014: A YEAR OF THE UNPREDICTABLE & UNIMAGINABLE
  • 5. 5 TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015 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 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 Publics in 27-country global total. THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE BUSINESS 66% 63% 2014 2015 #1 53% 51% 2014 2015 #3 59% 57% 2014 2015 #2 45% 48% 2014 2015 #4 GOVERNMENTMEDIA NGOS Informed Public
  • 6. 6 China 79 UAE 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Hong Kong 59 Mexico 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 S. Korea 51 Sweden 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Ireland 39 Spain 39 Russia 37 Poland 35 NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX: TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 45 Turkey 40 Ireland 37 Japan 37 2015 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 GLOBAL 55 DISTRUSTERS from 33% to 48% in 2015 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Informed Public
  • 7. 7 DEFICIT NEARLY 10 POINTS LOWER AMONG GENERAL POPULATION, WITH AN AVERAGE 3 POINT DECREASE IN TRUST ACROSS ALL COUNTRIES THE NEW TRUST DEFICIT: TRUSTERSNEUTRALDISTRUSTERS 2015 GLOBAL 55 2015 GLOBAL 46 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 45 Turkey 40 Ireland 37 Japan 37 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 India 68 UAE 68 Indonesia 67 China 63 Singapore 60 Malaysia 53 Canada 52 Netherlands 52 Mexico 51 Brazil 50 Hong Kong 47 U.S. 44 Argentina 43 Australia 42 Germany 42 Italy 42 S. Africa 42 Russia 40 U.K. 39 France 38 S. Korea 38 Sweden 37 Poland 36 Spain 36 Turkey 35 Japan 34 Ireland 32 Nearly 2/3 of countries are now DISTRUSTERS among the General Online Population Informed Public General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
  • 8. 8 Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries 50% TRUST IN NGOS, 2014 VS. 2015 Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total. TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING 2014 2015 Informed Public % Trust 66 76 73 64 62 61 62 59 47 75 74 84 76 76 70 75 67 70 77 67 66 69 58 67 58 41 47 37 63 81 77 71 70 65 64 63 58 74 73 72 71 71 68 67 67 66 63 62 61 59 57 51 48 38 37 29
  • 9. 9 Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries 50% TRUST IN MEDIA, 2014 VS. 2015 TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA 2014 2015 Informed Public Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. % Trust 53 78 70 71 60 45 48 40 40 35 42 30 19 79 70 61 63 55 58 59 54 48 63 54 41 44 37 40 51 80 79 76 62 51 50 48 47 44 43 42 20 77 59 57 56 52 47 46 45 43 41 40 38 34 34 31
  • 10. 10 67% 63% 65% 62% 52% 50% 53% 53% 45% 43% 45% 48% 62% 60% 63% 64% 43% 42% 44% 47% 2012 2013 2014 2015 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) Informed Publics, 20-country global total. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION MEDIA SOURCES: SEARCH ENGINES NOW MOST TRUSTED Online Search Engines 72% (+8) Traditional Media 64% (+2) Hybrid Media 63% (+10) Social Media 59% (+11) Owned Media 57% (+10) Informed Public Millennials Are Even More Trusting of Digital Media
  • 11. 11 WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE: MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH 25% 25% 21% 24% 22% 22% 25% 29% 31% 2013 2014 2015 20% 19% 18% 28% 27% 27% 26% 27% 27% 2013 2014 2015 19% 19% 18% 22% 20% 20% 34% 36% 37% 2013 2014 2015 The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total. Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, 20-country global total.
  • 12. 12 Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27- country global total. 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% Brands I don’t use Celebrities Elected officials A well-known online personality A company CEO Employees of a company A journalist Companies I use An academic expert My friends and family Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED TRUSTED NEUTRAL DISTRUSTED
  • 13. 13 Lower Trust in 11 CountriesIncreased Trust in 16 Countries % Trust 50% TRUST IN GOVERNMENT, 2014 VS. 2015 Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT Informed Public 2014 2015 45 88 53 76 53 60 27 49 42 32 37 34 28 19 24 18 21 75 63 56 51 54 45 43 45 45 23 17 48 90 82 82 72 65 54 50 43 42 41 37 33 30 28 26 26 70 59 49 49 45 42 41 40 33 21 16
  • 14. 14 Lower Trust in 16 CountriesIncreased Trust in 11 Countries % Trust 50% TRUST IN BUSINESS, 2014 VS. 2015 Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. TRUST IN BUSINESS: HALF BELOW 50% Informed Public 2014 2015 59 82 82 79 70 54 63 58 45 45 43 38 73 77 72 71 56 51 59 53 62 58 57 45 49 43 41 39 57 85 84 84 73 66 64 60 53 48 45 43 72 70 67 61 52 49 48 48 47 46 45 45 42 41 38 36
  • 15. 15 FOUR KEY FACTORS AFFECT TRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months
  • 16. 16 50% 80% 77% 72% 66% 67% 66% 63% 64% 61% 61% 61% 57% 53% 54% 52% 78% 75% 71% 67% 67% 66% 63% 63% 61% 60% 60% 57% 54% 53% 51% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE Informed Public Q43-60. [TRACKING] 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) Informed Publics, 27-country global total. 2014 2015 More Trust Less Trust 70% 74% 67% *% of countries in which trust decreased * * *
  • 17. 17 50% 76% 75% 75% 74% 70% 69% 68% 65% 62% 51% 51% 50% 38% 36% 35% 34% 31% TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED Most Trusted Informed Public Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
  • 18. 18 TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED Company’s Country of Origin Type of Market Percent in Market Who Trust the Company DEVELOPING Country Multinational Doing Business… … in a Developing Country 57% … in a Developed Country 22% DEVELOPED Country Multinational Doing Business… … in a Developing Country 77% … in a Developed Country 58% Informed Public
  • 19. 19 44% 45% 72% 64% 75% 69% TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS Informed Public Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. Edelman’s 2014 Summer Trust Supplement found that, in most emerging markets, large family- owned businesses were the most trusted company type, whereas small family-owned businesses were significantly less trusted. Note that this distinction between large and small family-owned companies used for the Summer Report makes direct comparisons with the 2015 Barometer not possible. DEVELOPED COUNTRIES DEVELOPING COUNTRIES State-owned Big Business Family-ownedState-owned Big Business Family-owned
  • 20. 20 Q130-143. [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, Very/Extremely Credible) Informed Publics, 27-country global total. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEO 70% 68% 63% 54% 55% 53% 46% 37% 70% 67% 63% 56% 53% 49% 43% 38% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Financial or Industry Analyst Regular Employee CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
  • 21. 21 31% 40% 50% 3… 43% 43% 41% 25% 33% 41% 26% 34% 34% 31% 47% 51% 67% 56% 60% 63% 61% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL), ALL DATA BASED ON 20-COUNTRY TOTALS LEADERSHIP: FRESH DECLINES FOR CEOS CEOs not credible as spokesperson in three-quarters of countries Developing Countries Developed Countries Informed Public Q130-143. [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, Trust) Informed Publics, 20-country global total.
  • 23. 23 - JEFF BEZOS “New inventions and things that customers like are usually good for society.” NOT SO FAST…
  • 24. 24 THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS… Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, 27-country global total. TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN 51% Too Fast28% Too Slow Informed Public 19% Just Right
  • 25. 25 24% 30% 35% 54% 66% 70% Make the World a Better Place Improve People's Lives Personal Ambition Greed/Money Business Growth Targets Technology DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE: INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY Informed Public Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, 27-country global total.
  • 26. 26 46% 54% 54% 40% 53% 52% 24% 15% 16% 20% 17% 14% Business Financial Services Industry Health Industry Technology Industry Energy Industry Food and Beverage Industry Informed Public 2014 TRUST BAROMETER: 51% say the most important role for government in business is to protect consumers and regulate business NOT ENOUGH REGULATION TOO MUCH REGULATION GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED TO BE: BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
  • 27. 27 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Informed Public Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global total. 50%
  • 28. 28 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global total. BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE +29 +19 +26 +21 +6 83% 72% 71% 60% 37% 54% 53% 45% 39% 31% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods DEVELOPING COUNTRIES DEVELOPED COUNTRIES … but do not take customers in developing markets for granted. Informed Public 50%
  • 29. 29 25 35 45 55 65 75 85 95 25% 35% 45% 55% 65% 75% 85% TRUSTININSTITUTIONS(TRUSTINDEX) TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE) Data from Table 574 RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE TRUST IN RECENT BUSINESS DEVELOPMENTS Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global total. 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. Informed Publics, 27- country global total. TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION UAE IND BRA MAL SING MEX GLOBAL US ARG ITA S.KO NETH GER JAP FRA CAN AUS SWE IRE TUR POL S.AF HK SPA U.K. Informed Public RUS INDO CHI
  • 30. 30 Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, 27-country global total. Q43-60. 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.” Informed Publics, 27-country global total. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED 35% 48% 61% 61% 62% 67% 60% 78% 60% 54%Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food and Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT +8 +1 -17 -12 -32 Gap Trust in Industry Sector vs. Trust in Industry to Innovate
  • 32. 32 16 KEY ATTRIBUTES TO BUILDING TRUST INTEGRITY Has ethical business practices Takes responsible actions to address an issue or crisis Has transparent and open business practices ENGAGEMENT Listens to customer needs and feedback Treats employees well Places customers ahead of profits Communicates frequently and honestly on the state of its business PRODUCTS & SERVICES Offers high-quality products or services Is an innovator of new products, services or ideas PURPOSE Works to protect and improve the environment Addresses society’s needs in its everyday business Creates programs that positively impact the local community Partners with NGOs, government and 3rd parties to address societal needs OPERATIONS Has highly-regarded and widely-admired top leadership Ranks on a global list of top companies Delivers consistent financial returns to investors Edelman Trust Barometer research reveals 16 specific attributes that build trust. These can be grouped into five performance clusters listed here in rank order of importance. Q80-Q95. [TRACKING] 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) Informed Public, 27-country global total.
  • 33. 33 STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES ENGAGEMENT INTEGRITY OPERATIONS PRODUCTS & SERVICES StatedImportance Stated Performance PURPOSE OPERATIONS in 2008 Informed Public Q80-Q95. [TRACKING] 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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general 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 Extremely Well) Informed Public, 27-country global total.
  • 34. 34 BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY 53% 39% 32% Fails to Contribute to the Greater Good Lacks Economic Growth Does Not Help Me and My Family Live a Fulfilling Life 57% 51% 47% Produces Economic Growth Allows Me to Be a Productive Member of Society Contributes to Greater Good Reasons Trust in Business Has Increased Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY]. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total. Reasons Trust in Business Has Decreased 47% 53% 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
  • 36. 36 ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES Make test results available publicly for review 80% Partner with an academic institution 75% Run a clinical trial or beta test 71% Partner with an NGO 63% Partner with government 55% 55% AGREE: New developments are not tested enough TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL Informed Public Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].
  • 37. 37 THE INNOVATION TRUST MATRIX Less Transparency Less Accessible Lower Understanding Lower Participation Less Control Trusted Innovation APATHY More Transparency More Accessible Greater Understanding Greater Participation More Control More Clear Benefit Greater Personal Benefit Greater Societal Benefit Less Clear Benefit Less Personal Benefit Less Societal Benefit Informed Public Distrusted Innovation FEAR
  • 38. 38 THE NEW FORMULA FOR BUSINESS INNOVATION TI Trusted Innovation Discovery Business brings an unrivaled agility and nimbleness, a multi- stakeholder and often global view, founded in specific expertise no other institution can bring. = (D Benefit Benefit is twofold: personal and societal, referring to the trust placed in companies that address individual needs or challenges, as well as larger, macro-issues facing society. B+ Integrity Attributes that build trust in any company, chiefly having ethical business practices, managing risk, treating employees well and operating responsibly as a good corporate citizen. I)+ E Engagement The multiplier factor: the transparency and 3rd-party validation that is integral to innovation. Making test results publically available for review and partnering with other institutions all increase trust. Ensuring information is easy to find, understand, and share is critical.
  • 39. 39 TOWARDS TRUSTED INNOVATION A REQUIRED SET OF ACTIONS BehaveSolve Engage Fundamentally, business must conduct itself with new rigor and self-awareness. A commitment to robust relationships, transparency and consistency in reporting, active listening to stakeholders’ concerns and a willingness to modify products and services is required. Ultimately this is an action of leadership, culture and conduct. Business must continue to apply its unparalleled perspective and skill to the world’s greatest problems. Enterprise must bring ideas and products to market that yield benefit, while ensuring the public sees the connection between new developments and societal benefit. Innovative product and service solutions should be recognized by stakeholders as more than profit-drivers. Business must adopt a new framework rooted in facilitating dialogue, sharing information and fostering collaboration. Realizing that new developments do not speak for themselves, enterprises must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch their audiences. Business must explain benefits completely, elucidate the technology behind the innovations and communicate its ethical practices in bringing those discoveries to market. A business that does this well is one that invites partnership, encouraged feedback and interaction and listens openly.
  • 40. 40 Trusted Companies BEHAVIOR BASED ON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public Q371-376. 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. Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.
  • 41. 41 Trusted Companies BEHAVIOR BASED ON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public Q371-376. 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. Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total. #1 most trusted media source: ONLINE SEARCH ENGINES #1 most trusted content creators: FRIENDS AND FAMILY
  • 42. 42 On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks: REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines Flight MH370: REUTERS/Samsul Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue: REUTERS/Jason Reed; Sony Pictures: AP PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP PHOTO/Richard Drew. On slide 31: Narendra Modi: REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.
  • 44. 44 THE FORTUNE 500 BY LOCATION, NUMBER OF COMPANIES COMPANIES BASED IN EMERGING MARKETS ARE A LARGER AND GROWING SHARE OF GLOBAL BUSINESS *Africa, Eastern Europe and Central Asia, Latin America, Middle East, South Asia and Southeast Asia. **China, Hong Kong, Macau and Taiwan. Source: http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape 2 1 12 31 120 21 22 12 54 109 477 477 476 415 271 1980 1990 2000 2010 2025 (Projected) DEVELOPED REGIONS EMERGING MARKETS, EXCLUDING CHINA* GREATER CHINA** EMERGING MARKETS TOTAL SHARE5% 5% 5% 17% 46% The McKinsey Global Institute predicts that by 2025, companies headquartered in emerging markets will make up more than 45% of the Fortune 500
  • 45. 45 50 90 70 69 57 56 53 52 52 51 50 46 42 35 34 32 20 39 34 75 70 69 54 38 37 36 34 25 50 89 67 68 54 50 50 51 41 48 44 37 31 29 24 31 18 39 34 85 85 73 64 49 39 43 35 27 Higher Trust in Local/State Government in 16 Countries Higher Trust in Central/Federal Government in 9 Countries Neutral % Trust 50% 2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT TRUST IN GOVERNMENT: MOST COUNTRIES TRUST LOCAL GOVERNMENTS MORE THAN FEDERAL Informed Public LOCAL/STATE CENTRAL/FEDERAL Q322-323. [Local/State Government and Central/Federal Government] 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 Publics, 27-country global total.
  • 46. 46 21 countries are below 50% in trust of one or both institutions GOVERNMENT BUSINESS % Trust 50% GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015 TRUST IN BUSINESS AND GOVERNMENT: 80% DISTRUST ONE OR BOTH Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. Informed Public 2015 48 90 82 72 82 70 65 45 37 59 33 41 54 50 49 49 43 42 40 42 41 28 16 30 33 26 21 26 57 85 84 84 70 61 66 67 73 49 72 60 45 45 48 47 52 45 48 42 41 53 64 48 36 43 46 38
  • 47. 47 China India 67% 73% 55% 79% 58% 55% 47% 50% 26% 61% 22% 30% 66% 74% 54% 80% 59% 58% 49% 52% 29% 63% 25% 31% 73% 77% 55% 83% 61% 60% 51% 54% 28% 62% 26% 30% Buy a Company in Your Country Buy a Minority Share in a Company in Your Country Make a Major Investment in a New Plant or Office in Your Country DEVELOPING COUNTRIES DEVELOPED COUNTRIES Brazil Germany U.K. U.S Informed Public HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO... COUNTRY OF ORIGIN: DEVELOPED MARKETS DISTRUST INVESTMENT FROM DEVELOPING COUNTRY COMPANIES Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics, 27-country global total.
  • 48. 48 21% 31% 29% 23% 29% 47% 34% 30% 23% 31%33% 22% 29% 34% 26% 22% 27% 37% 34% 31% 14% 23% 13% 19% 15% OperationsPurposeProductsIntegrityEngagement Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. Informed Publics, 27-country global total. MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC INFLUENCERS: EMPLOYEES, ACADEMICS, CONSUMERS MOST TRUSTED Informed Public COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON