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Canada Report
2016 Edelman
Trust Barometer
THE STORIES
THAT SHAPED 2015
3
4
5
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; ...
State of Trust
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Tu...
57
51 52
47
61
56 55 53
67
47 47 49
67
60 61
65
Trust Rising
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list ...
66
73
67 67 67
56
60
63
57
61
56
58
51
49
65
46 46
42
47
53
2012 2013 2014 2015 2016
56 58
62
47
60
51 51
55
51
56
2012 20...
Trust
Inequality
A Significant Divide
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please in...
50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to...
50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 3...
MEDIA
TRENDS
62
55 56 57 58
71
65
68
61
66
45
41
45 45
50
40
34
38 38 3939
28
32
37
31
2012 2013 2014 2015 2016
Transformed Media Lands...
63
62
57
34
18
16
Search
TV
Social
Newspapers
Magazines
Blogs
Media Consumption
Source: 2016 Edelman Trust Barometer Q278-...
70
64
54
46
51
34 34 32
23
20
80
66 65
57
52
43
38
35
25
22
My friends
and family
An academic
expert
Companies
that I use
...
The Inversion of Influence
87%
of Population
55
Trust Index
13%
of Population
63
Trust Index
Informed
Public
Mass
Populati...
TRUST IN BUSINESS
66 66 66
64
62 62
60 59
56
54
47
45
42
33
31 30 29
Canada
Sweden
Switzerland
Germany
Australia
U.K.
Japan
Netherlands
U.S....
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consu...
Sector Trends:
Trust in All Sectors in Canada Decline
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how mu...
67
60 61
6562
72
65
46
61
56 55 53
60
65 63
45
NGOs Business Media Government
Business Most Trusted to Keep Pace
Source: 2...
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disa...
Purpose Impacts Trust
Per cent who cite each as a reason for why their trust in business has increased or decreased
Source...
Businesses Expected to Address Social Issues
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in yo...
WHO DO
YOU TRUST?
64
59
52
49 50
47
29
34
32
65
63
56
54 53
41
37
34
32
Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Tr...
What the Public Believes About CEOs
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do yo...
CEOs Need to Be Visible
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be...
81%
60% 60% 57% 57%
53% 53%
45%
40%
Personal values Obstacles they
have overcome
Personal success
story
How education
shap...
Integrity 55 18 37
Exhibits highly ethical behaviors 56 15 41
Takes responsible actions to address an issue or crisis 56 2...
Footer
36
THE POWER OF
THE EMPLOYEE
18 20
10
16
22
28
24 23
16
26
41
2829 29
58
20
26
1819
23
20 18 16 16
26
23
16
26
16
19
4
10
6
9 8 9
Employees Are Essenti...
Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Employee Advocacy Increases
with Societal Issue ...
FOUR KEY
TAKEAWAYS
TRUST IS GROWING, BUT…
40
Canadians are more trusting than they’ve been
since 2012, but there’s a disparity between the
in...
WINNING OVER THE ELITES
ISN’T ENOUGH
41
The inversion of influence means all institutions
should be looking for ways to im...
THE MEDIA ISN’T JUST A COLLECTIVE
OF PROMOTIONAL PLATFORMS
42
The media continues to be influential but
connecting with th...
STRONG FINANCIAL
PERFORMANCE IS NO
LONGER ENOUGH
43
The “Trudeau Effect” offers business a playbook
of qualities to emulat...
Canada Report
2016 Edelman
Trust Barometer
2016 Edelman Trust Barometer - Canadian Results
2016 Edelman Trust Barometer - Canadian Results
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2016 Edelman Trust Barometer - Canadian Results

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Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four Canadian institutions climbed to its highest level since 2012. While there’s a spike in trust, it is almost certainly attributable to a sense of optimism driven by the election of new governments for Canada and Alberta. Additionally, there’s still a significant, eight-point chasm separating the more trusting informed public (representing 15 percent of the population) from the mass population which now technically falls into distruster territory, with CEOs still among the least trusted. Read the report for our key takeaways.

For our global results, visit http://www.edelman.com/trust2016

Published in: Business
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2016 Edelman Trust Barometer - Canadian Results

  1. 1. Canada Report 2016 Edelman Trust Barometer
  2. 2. THE STORIES THAT SHAPED 2015
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 8 ‣ Survey in field Oct. 19-Nov. 12, 2015 (post-federal election) ‣ 1,150 General Population interviews ‣ 200 Informed Public interviews Canadian Data
  7. 7. State of Trust
  8. 8. 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 17 of 28 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. General Population Mass Population 50 Global 48 Global 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public 60 Global For the mass population, the global index falls into distruster territory 10 Trusters Neutrals Distrusters 10 4
  9. 9. 57 51 52 47 61 56 55 53 67 47 47 49 67 60 61 65 Trust Rising Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, Canada. Per cent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 Informed Public General Population NGOs Business Media Government 0 +13 +14 +16 2015 2016 +4 +5 +3 +6 11
  10. 10. 66 73 67 67 67 56 60 63 57 61 56 58 51 49 65 46 46 42 47 53 2012 2013 2014 2015 2016 56 58 62 47 60 51 51 55 51 56 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, Canada. Per cent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 54 61 58 47 61 50 53 57 52 55 NGOs Government Media Business Trust Rebounds Informed Public General Population 12
  11. 11. Trust Inequality
  12. 12. A Significant Divide Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, Canada. 14 Per cent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 8pt Gap 8pt Gap 58 62 60 53 63 50 51 53 51 55 2012 2013 2014 2015 2016
  13. 13. 50% 18 of 28 countries have a double-digit trust gap between high-income and low-income respondents Trust Index: A Link to Income Inequality Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”] GDP 5 = U.S., China, Japan, Germany, U.K. 15 Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them 60 57 71 64 78 78 68 49 52 62 67 49 45 46 50 53 40 74 79 46 65 68 59 38 44 80 55 62 58 71 46 42 40 35 52 56 48 30 33 45 50 32 31 32 37 40 27 62 69 36 56 59 51 30 37 73 48 55 52 66 Global GDP5 U.S. France Brazil India Netherlands Russia U.K. Italy Singapore Japan HongKong Turkey Sweden Spain Poland Colombia Mexico Ireland SouthAfrica UAE Argentina SouthKorea Germany Indonesia Australia Malaysia Canada China 19192022262931 Low-income respondents High-income respondents
  14. 14. 50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 55 55 51 69 62 64 73 73 79 81 87 47 37 15 20 24 31 31 33 33 34 34 36 36 37 39 45 46 47 49 49 49 57 64 64 65 69 70 74 81 83 Global GDP5 Japan France Germany U.K. Australia Italy S.Korea Netherlands Sweden Poland HongKong Canada Russia U.S. Singapore Turkey Ireland S.Africa Spain Malaysia Mexico Argentina Brazil China UAE Indonesia Colombia India In 19 of 28 countries, less than half of Mass Population think they will be better off in five years Mass Population Less Optimistic Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 16 Per cent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed Public Mass Population 17 10 12 13 10 21 10 13 18
  15. 15. MEDIA TRENDS
  16. 16. 62 55 56 57 58 71 65 68 61 66 45 41 45 45 50 40 34 38 38 3939 28 32 37 31 2012 2013 2014 2015 2016 Transformed Media Landscape Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, Canada, question asked of half the sample. Trust in each source for general news and information *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. Millennials even more trusting of digital media than general population Industry Millennials Gap Traditional Media 64% 2 Search Engines* 64% 6 Online-only Media** 56% 6 Owned media 45% 6 Social media 40% 9 General Population 18
  17. 17. 63 62 57 34 18 16 Search TV Social Newspapers Magazines Blogs Media Consumption Source: 2016 Edelman Trust Barometer Q278-597 How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Canada, question asked of half the sample. Per cent who use each media source several times a week or more General Population 2 of top 3 most-used sources of news and information are peer- influenced media 19
  18. 18. 70 64 54 46 51 34 34 32 23 20 80 66 65 57 52 43 38 35 25 22 My friends and family An academic expert Companies that I use Employees of a company A journalist A company CEO A well-known online personality Elected officials Companies [brands] I don’t use Celebrities Every Voice Matters Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, Canada, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 20 Per cent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016 General Population
  19. 19. The Inversion of Influence 87% of Population 55 Trust Index 13% of Population 63 Trust Index Informed Public Mass Population Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, Canada. 21 Authority & Influence Influence Authority
  20. 20. TRUST IN BUSINESS
  21. 21. 66 66 66 64 62 62 60 59 56 54 47 45 42 33 31 30 29 Canada Sweden Switzerland Germany Australia U.K. Japan Netherlands U.S. France Italy Spain SouthKorea China Brazil India Mexico Canadian Companies Among the Most Trusted Globally Source: 2016 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total. 23 Trust in companies headquartered in each country, and percentage point change, 2012 vs. 2016 +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3 4 Year Trend General Population
  22. 22. Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 76% 73% 75% 73% 74% 2 Food & Beverage 63% 63% 64% 63% 64% 1 Consumer Packaged Goods 57% 60% 61% 60% 61% 4 Telecommunications 58% 60% 61% 59% 60% 2 Automotive 62% 65% 69% 66% 60% 2 Energy 53% 57% 57% 56% 58% 5 Pharmaceutical 54% 54% 55% 54% 53% 1 Financial Services 43% 47% 48% 48% 51% 8 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Most Sectors Have Rebounded Globally Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012-2016 2012 2013 2014 2015 2016 General Population 24
  23. 23. Sector Trends: Trust in All Sectors in Canada Decline Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, Canada. *From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012 - 2016 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 77% 71% 74% 73% 72% 5 Food & Beverage 71% 66% 69% 66% 66% 5 Consumer packaged goods 64% 60% 65% 62% 62% 2 Telecommunications 58% 58% 58% 55% 58% 0 Financial Service 56% 53% 57% 55% 56% 0 Automotive 61% 62% 65% 58% 55% 6 Energy 54% 55% 54% 53% 52% 2 Pharmaceutical 54% 47% 50% 46% 48% 6 General Population 25
  24. 24. 67 60 61 6562 72 65 46 61 56 55 53 60 65 63 45 NGOs Business Media Government Business Most Trusted to Keep Pace Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Canada. 26 Per cent trust, and per cent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust Trusted to keep pace
  25. 25. Business Must Lead to Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, Canada, question asked of half the sample. 84% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 79% in 2015 General Population 27
  26. 26. Purpose Impacts Trust Per cent who cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Canada. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Provides a range of public services + Has good leadership Fails to contribute to the greater good Does not help me and my family live a healthy life Provides few/no public services 61% 42% 38% 61% 46% 45% General Population 28
  27. 27. Businesses Expected to Address Social Issues Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, Canada, question asked of one quarter the sample. General Population 84% • Protecting and Improving the Environment 84% • Supporting Human and Civil Rights 82% • Addressing Income Inequality 82% • Improving Access To Food, Potable Water and Housing 82% • Improving Access to Education and Training 81% • Reducing Poverty 81% • Improving Access to Healthcare 80% • Creating and Maintaining a Modern Infrastructure 78% • Addressing Gender Inequality 77% • Addressing Climate Change/Global Warming 69% • Maintaining Geo-Political Stability 66% • Developing Better Solutions for Immigrants, Refugees and Migrant Workers
  28. 28. WHO DO YOU TRUST?
  29. 29. 64 59 52 49 50 47 29 34 32 65 63 56 54 53 41 37 34 32 Peers, Employees More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population and Informed Public, Canada, question asked of half the sample. Per cent who rate each spokesperson as extremely/very credible 2015 2016 +8 CEO credibility increased the most General Population 31 NGO representative A person like yourself Academic Expert Financial Industry Analyst Technical Expert CEO Board of Directors Government official/ regulator Employee Informed Public 60% 64% 57% 65% 50% 54% 50% 45% 41% 48% 50% 39% 28% 35% 34% 41% 29% 32%
  30. 30. What the Public Believes About CEOs Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree) General Population and Informed Public, Canada. 32 Per cent who agree with each statement about CEOs CEOs are too focused on short-term results73% CEOs are fairly paid relative to the workforce CEOs can relate to people like me 29% 28% General Population Need to make sure company delivers high-quality products/services85%
  31. 31. CEOs Need to Be Visible Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Canada, question asked of half the sample. 33 Per cent who agree that CEOs should be personally visible in discussing… General Population Talking about the company’s purpose and vision79% Discussing the work their company has done to benefit society Defining the culture of their company 76% 75% A crisis involving their company80%
  32. 32. 81% 60% 60% 57% 57% 53% 53% 45% 40% Personal values Obstacles they have overcome Personal success story How education shaped them Philanthropic activities Lifestyle choices How they spend money Their families Hobbies/interests Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Canada, question asked of half the sample. Per cent who agree that each type of information is important in building trust in a CEO General Population 34
  33. 33. Integrity 55 18 37 Exhibits highly ethical behaviors 56 15 41 Takes responsible actions to address an issue or crisis 56 24 32 Behaves in a way that is transparent and open 52 16 36 Engagement 52 17 35 Treats employees well 57 18 39 Listens to customer needs and feedback 53 18 35 Places customer ahead of profits 52 15 37 Communicates frequently and honestly on the state of their company 47 16 31 Products 38 24 14 Places a premium on offering high quality products or services 42 23 19 Is focused on driving innovation and introducing new products/services/ideas 34 25 9 Purpose 36 16 20 Is dedicated to protecting and improving the environment 40 16 24 Ensures that the company creates programs that positively impact the local community in which it operates 39 18 21 Ensures that the company addresses society's needs in its everyday business 39 18 21 Ensures that the company partners with NGOs, government and third parties to address societal issues 25 14 11 Operations 29 21 8 Attracts and retains a highly-regarded and widely admired top leadership team 30 18 12 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 21 18 3 Manages the company in a way that delivers consistent financial returns 37 26 11 Business Leaders Seen As Underperforming Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, Canada Importance vs. performance of 16 trust-building leadership attributes % Importance % Performance Gap General Population 35
  34. 34. Footer 36 THE POWER OF THE EMPLOYEE
  35. 35. 18 20 10 16 22 28 24 23 16 26 41 2829 29 58 20 26 1819 23 20 18 16 16 26 23 16 26 16 19 4 10 6 9 8 9 Employees Are Essential Advocates Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Canada, question asked of half the sample. 37 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted General Population
  36. 36. Company NOT engaged in societal issues Company engaged in societal issues Employee Advocacy Increases with Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Canada, question asked of half the sample. 38 Per cent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not 60 55 62 65 77 70 86 Stay working for the company Recommend company as an employer Motivated to perform Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 7 21 14 24 23 30 23 93 91 91 89 85 85 82 General Population
  37. 37. FOUR KEY TAKEAWAYS
  38. 38. TRUST IS GROWING, BUT… 40 Canadians are more trusting than they’ve been since 2012, but there’s a disparity between the informed elites and the mass population 1
  39. 39. WINNING OVER THE ELITES ISN’T ENOUGH 41 The inversion of influence means all institutions should be looking for ways to improve trust among mass population. 2
  40. 40. THE MEDIA ISN’T JUST A COLLECTIVE OF PROMOTIONAL PLATFORMS 42 The media continues to be influential but connecting with the public through the media means being helpful and honest, not promotional 3
  41. 41. STRONG FINANCIAL PERFORMANCE IS NO LONGER ENOUGH 43 The “Trudeau Effect” offers business a playbook of qualities to emulate 4
  42. 42. Canada Report 2016 Edelman Trust Barometer

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