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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 ...
3
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 FALL OF...
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...
6
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia...
7
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
...
8
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs IN GENERA...
9
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA:
60% O...
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 look...
11
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:
MEDIA SOURCES:
SEARCH ENGINES NOW USED FIRST ...
12
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn,
M...
13
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVE...
14
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINE...
15
FOUR KEY FACTORS
AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are...
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%...
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 FOLLOWI...
18
TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA,...
19
44% 45%
72%
64%
75%
69%
TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELO...
20
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard informat...
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
5...
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 e...
25
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Gro...
26
46%
54% 54%
40%
53% 52%
24%
15% 16%
20%
17%
14%
Business Financial Services
Industry
Health Industry Technology Industr...
27
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY
BUSINESS INNOVATION:
TRUST IN NEW DEVELOPMENTS VARIES
69%
59%
55%...
28
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEV...
29
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TRUSTININSTITUTIONS(TRUSTINDEX)
TRUST IN RECENT BUSINESS INNOVATION...
30
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly d...
BUILDING
TRUST
32
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an is...
33
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY:
PRIORITY AREAS FOR C...
34
BUILDING AND DEFENDING TRUST:
CLEAR PERSONAL AND SOCIETAL BENEFITS ARE
KEY
53% 39% 32%
Fails to Contribute
to the Great...
BUILDING TRUST
IN INNOVATION
36
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
Make test results available publicly for review...
37
THE INNOVATION
TRUST MATRIX
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Trus...
38
THE NEW FORMULA FOR
BUSINESS INNOVATION
TI
Trusted
Innovation
Discovery
Business brings an
unrivaled agility and
nimble...
39
TOWARDS TRUSTED INNOVATION
A REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, business must conduct
itself wit...
40
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST IN INNOVATION MATTERS
Distrusted Companies
Refused to buy products/serv...
41
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST IN INNOVATION MATTERS
Distrusted Companies
Refused to buy products/serv...
42
On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on th...
43
APPENDIX
44
THE FORTUNE 500 BY LOCATION, NUMBER OF COMPANIES
COMPANIES BASED IN EMERGING MARKETS ARE A
LARGER AND GROWING SHARE OF ...
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...
46
21 countries are below 50% in trust of one or both institutions
GOVERNMENT BUSINESS
% Trust
50%
GAP BETWEEN TRUST IN BU...
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%...
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%
OperationsPurposePro...
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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.

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