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2018 Edelman Trust Barometer Special Report: Trust in Brand China

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We launched a special report on trust in Chinese companies last week. We had long been fascinated by the low level of trust in companies headquartered in China. It is  comparable to companies from India, Mexico and Brazil  at 36 percent. That is nearly half as trusted as brands from Canada or Switzerland or Sweden and 14 points below brands from America.

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2018 Edelman Trust Barometer Special Report: Trust in Brand China

  1. 1. #TrustBarometer 2018 Edelman Trust Barometer Special Report: Trust in Brand China
  2. 2. Online Survey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 2 Methodology 2018 Edelman Trust Barometer General Online Population 7 years in 25+ markets Ages 18+ 1,150 respondents per market All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ markets Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news 28-marketglobal data margin oferror: General population +/- 0.6% (N=32,200),half-sample global general online population +/- 0.8 (N=16,100).Market-specific data margin oferror: General population +/- 2.9 (N=1,150). Trust in Brand China survey data margin oferror: Global 9 Total +/- 1.0% (N=9,000), market-specific data +/- 3.1% (N=1,000). Special Report: Trust in Brand China 1,000 respondents in each of 10 markets: China, and Brazil, Germany, Japan, India, Indonesia, Russia, S. Africa, U.K., and U.S. (9-market global totals include the 9 markets not including China) All fieldwork was conducted online between March 8 and March 11, 2018
  3. 3. Brand China’s Trust Challenge
  4. 4. Source: 2018 Edelman TrustBarometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific countries.Please indicate how much you trustglobal companies headquartered in the following countries to do what is right. Use the same nine -pointscale, where one means that you “do not trust them at all” and nine means thatyou “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample.General population,26-marketglobal total (excludes China and Colombia),9-marketglobal total,and China. 4 Trust in companies headquartered in China, among Chinese respondents vs. respondents outside China, from 2014 to 2018 Trust in Brand China Rising at Home, Flat Globally 74 73 76 83 90 32 31 31 32 33 34 34 33 36 34 2014 2015 2016 2017 2018 40 pt. trustgap 56 pt. trustgap 26-market global average trust in Brand China China trust in Brand China 9-market global average trust in Brand China
  5. 5. Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q9. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total,and China. 5 Belief in China as Force for Good Strong at Home—Not Yet Shared Globally “ If China’s power and influence keeps growing it will be good for world peace and economic stability In China 94% agree 9-market Global average 39% agree
  6. 6. Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 i s right. Use the same nine- pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust them a greatdeal”. (Top 4 Box, Trust). General population,9- marketglobal total. 6 Percent who trust global companies headquartered in China Brand China Not Trusted in 9 Countries Surveyed 83 39 14 21 26 32 40 49 51 58 59 China Global9 Japan Germany U.S. U.K. S.Africa Russia India Brazil Indonesia TrustNeutralDistrust Chinesecompanies face a 44-pointtrust disadvantage abroad
  7. 7. 50% 45% My perception of Chinese companies has significantly improved over the past few years Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9- marketglobal total. 7 Percent who agree Positive Momentum in Key Markets—But Not Yet Shared in Japan and the West 81 25 30 31 38 46 51 56 59 66 China Japan U.S. Germany U.K. S.Africa Brazil India Indonesia Russia
  8. 8. Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q5. We would like you to think about the CEOs of Chinese companies.Please indicate how much you trust the following CEOs to do what is right. Use the following nine-pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total. 8 Percent who trust CEOs of Chinese companies in general to do what is right CEOs of Chinese Companies Not Trusted Outside China TrustNeutralDistrust 81 34 11 19 22 23 33 42 45 52 54 China Global9 Japan Germany U.S. U.K. S.Africa Brazil Russia India Indonesia
  9. 9. c c c c c c c c c c% trust in home country companies 67 62 65 86 64 58 80 60 59 66 % trust in Chinese companies 39 14 21 51 32 26 59 40 49 58 Global9 Japan Germany India U.K. U.S. Indonesia S.Africa Russia Brazil c c c c c c c c c c 28 48 44 35 32 32 21 20 10 8 Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 whatis right. Use the sam e nine-pointscale where one means that you “do not trust them at all” and nine means thatyou “trust them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total. 9 Percentage point gap between trust in global companies headquartered in respondent’s home country and trust in global companies headquartered in China Brand China Faces Significant Trust Deficit Against Native Brands in Key Export Markets Trust Gap TrustNeutralDistrust
  10. 10. Brand China’s Strengths
  11. 11. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 11 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Job Creators OPERATIONS | CUSTOMERS | SOCIETY 53% Say Chinese companies create many new jobs 86 38 39 40 48 50 62 65 67 69 China Japan U.S. Germany U.K. S.Africa Brazil Russia India Indonesia
  12. 12. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 12 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Offering Good Value OPERATIONS | CUSTOMERS | SOCIETY 50% Say Chinese companies offer good value for the money 82 28 40 45 45 51 53 57 65 68 China Japan U.S. Germany S.Africa U.K. Brazil Russia India Indonesia
  13. 13. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 13 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Understand Customer Needs OPERATIONS | CUSTOMERS | SOCIETY 53% Say Chinese companies understand what people in our country want 84 28 43 44 49 53 56 63 71 72 China Japan U.S. Germany U.K. Brazil S.Africa Russia India Indonesia
  14. 14. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 14 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Innovators OPERATIONS | CUSTOMERS | SOCIETY 54% Say Chinese companies are innovators of new products, services or ideas 85 27 42 44 52 60 61 65 67 73 China Japan U.S. Germany U.K. Brazil S.Africa Russia Indonesia India
  15. 15. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9- marketglobal total. 15 Percent who agree Chinese Companies Make Advanced Technology Affordable OPERATIONS | CUSTOMERS | SOCIETY 59% Say Chinese companies do a good job making advanced technology affordable for the average person 78 27 51 54 60 62 67 68 69 71 China Japan U.S. Germany U.K. Brazil Russia S.Africa Indonesia India
  16. 16. Opportunities for Growing Trust
  17. 17. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. Average of “Treat employees well” and “Paytheir workers fairly”. 17 Percent who say companies headquartered in China performing well on this attribute Concerns About Treatment of Employees OPERATIONS | CUSTOMERS | SOCIETY 36% Say Chinese companies treat employees well and pay their workers fairly 81 18 21 24 26 29 39 47 61 61 China Germany Japan U.S. U.K. S.Africa Brazil Russia India Indonesia
  18. 18. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.Average of “Have ethical business practices” and “Have transparent and open business practices”. Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. 18 Percent who say companies headquartered in China performing well on this attribute Concerns About Business Practices OPERATIONS | CUSTOMERS | SOCIETY 37% Say Chinese companies have ethical, transparent and open business practices More than 1 in 2 believe many Chinese companies unfairly use innovations, copyrighted ideas and technology that belong to others for their own profit 79 17 17 26 26 34 45 47 58 62 China Germany Japan U.K. U.S. S.Africa Brazil Russia India Indonesia
  19. 19. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 19 Percent who say companies headquartered in China performing well on this attribute Concerns About Environmental Impact OPERATIONS | CUSTOMERS | SOCIETY 34% Say Chinese companies protect and improve the environment 76 16 19 25 25 31 38 40 57 58 China Japan Germany U.K. U.S. S.Africa Brazil Russia Indonesia India
  20. 20. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9- marketglobal total. 20 Percent who agree Unsure if Chinese Companies Making World a Better Place OPERATIONS | CUSTOMERS | SOCIETY 37% Say Chinese companies are making the world a better place 85 17 27 29 32 35 43 45 51 51 China Japan U.S. Germany U.K. S.Africa Brazil Russia India Indonesia
  21. 21. Building a Trusted Brand China
  22. 22. 61 16 Favorable Unfavorable 22 Percent of respondents who trust Chinese companies, comparing those who view China’s role on the world stage favorably to those with an unfavorable perception Trust in Chinese Companies Multiplies With Favorable View of China’s Role on World Stage Respondents with favorable views of China’s influence are nearly 4xmore likely to trust Chinesecompanies “Favorable” respondents agree that: • China’s increasing economic influence in the world is beneficial for their country • If China’s power and influence keeps growing, it will be good for world peace and global economic stability • China is a good global citizen Trust Chinese companies Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. Now we would like to focus on global companie s headquartered in specific countries.Please indicate how much you trust global companies headquartered in the following countries to do whatis right. Use the same nine-pointscale where one means thatyou “do not trust them at all” and nine means that you “trust them a greatdeal”. (Top 4 Box, Trust;). General population,9-marketglobal total,among those who view China unfavorably and those who view China favorably. Favorability Scale built from Q9. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatem entusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). Unfavorable: average < 4.5 on all three statements shown above;favorable: average > 5.5 on all three statements shown above.
  23. 23. 23 Percent who agree or disagree China’s One Belt and One Road economic development initiative will have a positive impact on the world ‘One Belt and One Road’ Initiative Seen as Positive—But Awareness Still Low 4 78 94 90 89 87 85 77 67 59 48 China 9-market total Germany S.Africa U.K. U.S. Brazil Russia Indonesia Japan India Percent who have not heard of the initiative 16% Neutral 55% Positive impact 28% Not a positive impact Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q7. Have you heard about China’s One Beltand One Road economic development initiative? (Sum of “No” and “Not sure”).Q8. Please rate how much you agree or disagree with the following statementusing a nine-pointscale where one means “strongly disagree” and nine means “stronglyagree”.(Top 4 Box, Agree), question asked ofthose who are aware of the initiative. General population,9-marketglobal total.
  24. 24. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. 24 Percent who agree Tell Your Story 58% Say it is difficult for people to get to know Chinese companies because they do not regularly tell us about themselves Nearly 6 in 10 agree “Most of what I know about Chinese companies is based on what I see in the media rather than on personal experience.” 54 44 53 57 57 58 59 63 64 65 China Japan Brazil Indonesia Russia U.S. S.Africa Germany India U.K.
  25. 25. 50% Source: 2018 Edelman TrustBarometer Special Report:Trustin Brand China.Q6. Thinking back over the past12 months,have any of the following happened? Please indicate your answer using the five-pointscale below (Code 5,I have definitely done this).General population,9-marketglobal total. Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusin g a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. . 25 Percent who have definitely done the following over the past 12 months Promote Your Brand 41% Over the past 12 months, I have used a product or service from a Chinese company 75 18 27 33 33 44 46 49 55 61 China Japan U.K. Germany U.S. Brazil India Indonesia S.Africa Russia 43% agree that “There is at least one Chinese brand that I considerto be the bestin the world”
  26. 26. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. 26 Percent who agree Share Your Values 29% Say the values and views of most Chinese companies match my own 74 12 19 23 24 24 31 33 45 48 China Japan Germany U.K. S.Africa U.S. Brazil Russia India Indonesia
  27. 27. The Future of Brand China Requires Both Action and Communication 27 Build on Strengths Address Opportunities Tell Your Story Job creation Good value Customer satisfaction Innovation Affordable technology Employee relations Transparency and ethics Environmental impact Global citizenship Benefits of China’s growth for rest of world One Belt and One Road Values and views
  28. 28. Supplementary Data 2018 Edelman Trust Barometer Special Report: Trust in Brand China
  29. 29. 29 Percent who say companies headquartered in China are performing well on each attribute Perceptions of Brand China in Detail China Global9 Perception Gap Brazil Germany India Indonesia Japan Russia S.Africa U.K. U.S. Product attributes Innovators of new products, services or ideas 85 54 -31 60 44 73 67 27 65 61 52 42 Understand what people in our country want 84 53 -31 53 44 71 72 28 63 56 49 43 Offer good value for the money 82 50 -32 53 45 65 68 28 57 45 51 40 Offer high quality products or services 85 44 -41 49 34 60 63 22 52 38 43 35 Business practices Train employees to be part of the workforce of the future 85 50 -35 49 37 71 68 23 60 56 44 39 Have ethical business practices 80 38 -42 47 17 59 62 17 49 35 26 26 Transparent and open business practices 78 36 -42 42 17 56 61 17 44 32 26 26 Treat employees well 81 36 -45 38 19 61 61 20 47 29 26 24 Pay their workers fairly 81 36 -45 40 17 60 60 22 47 28 25 24 Leadership Highly-regarded and widely admired top leadership 82 43 -39 49 31 64 62 23 54 41 33 31 CEOs are leaders in the community beyond their business 78 42 -36 45 27 63 63 24 52 36 33 30 Strong attribute (50% or greater) Weak attribute (25% or less) Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
  30. 30. 30 Percent who say companies headquartered in China are performing well on each attribute Perceptions of Brand China in Detail China Global9 Perception Gap Brazil Germany India Indonesia Japan Russia S.Africa U.K. U.S. Customer engagement Listen to customer needs and feedback 81 46 -35 55 33 66 66 26 65 41 31 30 Have a public image or heritage I appreciate and relate to 79 40 -39 49 22 62 59 18 57 37 26 27 Invite the public to help shape products, services or policies 79 39 -40 42 21 62 63 21 54 34 26 26 Encourage and facilitate interactions with the public 79 38 -41 44 20 59 63 20 53 34 26 26 Purpose and social responsibility Create programs to benefit communities where they operate 80 39 -41 42 23 63 62 19 51 36 28 27 Protect and improve the environment 76 34 -42 38 19 58 57 16 40 31 25 25 Good citizenship Create many new jobs 86 53 -33 62 40 67 69 38 65 50 48 39 Respect our country its traditions and its people 83 43 -40 56 33 59 63 23 55 37 36 30 The profits they make in this country stay in this country 72 39 -33 48 28 58 55 33 49 27 28 29 Pay their fair share of taxes 79 38 -41 44 23 59 59 21 45 34 30 29 Strong attribute (50% or greater) Weak attribute (25% or less) Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.

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