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ENERGY INDUSTRY FINDINGS
EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST2ONLINE SURVEYIN 26 COUNTRIES• 31,000+ respondents• 5 year...
2013RISING INFLUENCE OF NGOS2001FALL OF THE CELEBRITY CEO2002EARNED MEDIA MORE CREDIBLE THAN ADVERTISING2003U.S. COMPANIES...
TRUST 2013ENERGY INDUSTRY DEEP DIVETHE PATH FORWARDCRISIS OF LEADERSHIPTHE STATE OF TRUST4
STATE OF TRUST
GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazi...
20137GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59...
12% 14%16% 17%Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that in...
59%82%64%49%74%56%81%44%56%52%44%40%62%56%47% 48%63%58%48%61% 60%77%44%58%65%74%31%50%41%33%19%47%30%57%20%35%32% 32%29%53...
6%11%31%17%33%LACK OF REGULATION OR CONTROLTRANSPARENCY ISSUESPOOR PERFORMANCE/ INCOMPETENCEWRONG INCENTIVES DRIVING POLIC...
58%78% 79%68%70%64%66%58%60%67% 66% 67%75%48%65%53%74%55% 54%49%59%51% 53%41%28%30%63%83% 81%76% 76%75% 73%70% 69% 69% 67%...
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that...
Technology #1 in allmarkets surveyed*SLIGHT UPTICKS IN MANY SCORES, INCLUDING ENERGYTRUST IN INDUSTRIES – GLOBAL20132012Q4...
ENERGY INDUSTRY DEEP DIVE
55%57% 55%60% 60%48%56%10%20%30%40%50%60%70%80%2007 2008 2009 2010 2011 2012 2013TRUST IN ENERGY INDUSTRY RETURNS TO 2008 ...
50%Trust in Business57%Trust in the Energy IndustryTHE GENERAL PUBLIC IS MORE TRUSTING OF THE ENERGY INDUSTRY THANBUSINESS...
1757%61%69%55%49%80%54%80%75%69%43% 42%47%71%76%67%76%49%55%49%57%53% 52%37%40%36% 37%50%35%43%37%32%67%42%68%64%58%34% 33...
53%68%74%66% 66%65%68%64%68%69%56%52%54%50%54%52%58%43%38%43%37%46%30% 29% 30%41%57%80% 80%76% 76% 75%71%69% 69%67%61%57%5...
TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST AMONGDEVELOPED MARKETSTRUST IN ENERGY INDUSTRY BY REGION53%62% 61% 61%54%43...
57%80% 80%76% 76% 75%71%69% 69% 67%61%57%55% 55%54%53% 52%49% 49% 49%47%43% 42%40%37% 37% 36%23%7% 8%13%9%7%12%16%12%8%14%...
57%68%58%53%49%Energy Industry Renewables Natural Gas Utilities OilQ61C-64C. [SPLIT SAMPLE] Now thinking about specific se...
68%84% 84%79% 77% 76% 76% 75%73%72% 71% 71% 70% 70%68%68% 65%65% 64% 64%61% 60% 59% 59% 57%55% 53%50%22TRUST IN ENERGY IND...
58%85%80%74% 72% 72% 71% 70% 70%65% 65%60%56%55% 54% 53% 53% 53%49%47% 46% 45% 45%43% 43%37% 37%50%23TRUST IN ENERGY SECTO...
53%78%75%74% 73%69% 69% 68% 68%64%57%54% 54%53% 53%50% 47%40% 40% 40% 40% 39% 38%36% 36% 35%18%50%24TRUST IN ENERGY INDUST...
49%77% 77%74% 73% 72%69% 69%66%62%52%49%47%42% 41%39% 37%35% 35%33% 33% 33%30% 30% 30% 29% 28%50%25TRUST IN ENERGY SECTORS...
CRISIS OF LEADERSHIP
26%20% 19% 18%SOLVE SOCIAL OR SOCIETALISSUESCORRECT ISSUES WITHININDUSTRIES THAT AREEXPERIENCING PROBLEMSMAKE ETHICAL AND ...
50%Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) Below is a list of people. In general, w...
8%6%10%20%24%13%33%38%38%55%71%41%FranceGermanyUSIndiaChinaGlobalTrust in GovernmentTrust Government Leaders to tell the t...
69%67%61%51%51%50%43%36%Academic or expertTechnical expert in thecompanyA person like yourselfFinancial or industryanalyst...
59%63%69%67% 68%36%29%38%49%33%40%58%47% 44% 43%65%60%32%27%32%42%26%33%39%30%31%35%50%49%10%20%30%40%50%60%70%80%2008 200...
SKEPTICISM AND DISPERSION REQUIRES REPETITIONQ165. [TRACKING] Think about everything you see or hear every day about compa...
58% 58%43% 41% 40%51%47%32%26%30%65%71%56% 58%52%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MED...
TRUST BUILDING
16 ATTRIBUTES TO BUILDING TRUSTCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSLISTENS TO CUSTOMER NEEDS ...
THE EVOLUTION OF TRUST – WHAT MOVES THE NEEDLEINTEGRITY (58%)PURPOSE (47%)OPERATIONS (39%)PRODUCTS & SERVICES (54%)ENGAGEM...
38%38%41%37%44%47%49%54%57%61%58%59%63%53%58%62%39%40%42%43%51%55%57%58%60%60%61%63%63%64%64%65%DELIVERS CONSISTENT FINANC...
3836%37%37%31%35%33%32%32%32%37%36%29%41%32%35%34%39%40%42%43%51%55%57%58%60%60%61%63%63%64%64%65%DELIVERS CONSISTENT FINA...
39PRODUCTS& SERVICESENGAGEMENTINTEGRITYPURPOSEOPERATIONSTrust-BuildingOpportunity QuadrantPRIORITIZING CLUSTERS BY IMPACT ...
Who is Trusted MOST to provide you withcredible and honest information about:Company’sCEOCompany’sEmployeePassionate orAct...
GENERAL POPULATIONCEOBOARD OFDIRECTORSACADEMICSTECHNICAL EXPERTSELITE MEDIAVertical Flow &Controlled InformationPYRAMID of...
GENERAL POPULATIONEMPLOYEESACTION CONSUMERSSOCIAL ACTIVISTSPower of Peer-to-Peer &Horizontal CommunicationsPYRAMID of COMM...
THE NEW DYNAMICS OF ENGAGEMENT
LESSONS FOR LEADERS44Observe re-ordering of authorityOld values are not sufficientClear opportunity for businessTrust is f...
On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xila...
APPENDIXINCLUDES INFORMED PUBLIC OR GENERAL PUBLIC VERSIONS OF SELECT SLIDES
52%53%54%57%59%54%61%44%48% 46%45%46%47%55%52%51%49%53%53%47%56%40%43%44%46%49%38%46%20%30%40%50%60%70%80%2007 2008 2009 2...
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. ...
TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST AMONGDEVELOPED MARKETSTRUST IN ENERGY INDUSTRY BY REGION53%67% 65% 63%56%42...
53%78%76%72% 71%67%76%67% 66%71%59%56%51%47%56%51%65%45%29%39%37%49%31% 31%24%52%59%86%84%75%84%81%69% 71% 70%72%66%45%57%...
67%62%52%45%43%63%60%50%43% 42%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIAQ178-182. When l...
69%67%61%51%51%50%43%36%Academic or expertTechnical expert in thecompanyA person like yourselfFinancial or industryanalyst...
TRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE – GLOBALQ130-143. [TRACKING] Below is a list of people. In gene...
62% 61%46%44%41%59% 58%44%41% 40%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIAQ178-182. When...
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Edelman Trust Barometer: Global Energy Industry

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Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.

Published in: Technology, Business

Edelman Trust Barometer: Global Energy Industry

  1. ENERGY INDUSTRY FINDINGS
  2. EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST2ONLINE SURVEYIN 26 COUNTRIES• 31,000+ respondents• 5 years in 20+ markets• 8 years in 10+ marketsGENERALPOPULATION• 1000 respondents percountry surveyed• Ages 18+• 2 years of dataINFORMEDPUBLICS• 500 respondents in U.S. andChina & 200 in othercountries• Ages 25-64• College-educated• In top 25% of householdincome per age group ineach country• Report significant mediaconsumption andengagement in businessnews and public policy• 13 years of dataMARKET COMPARISONSDeveloped: US, UK, France, Germany and JapanEmerged: Brazil, Mexico, Russia, India and China
  3. 2013RISING INFLUENCE OF NGOS2001FALL OF THE CELEBRITY CEO2002EARNED MEDIA MORE CREDIBLE THAN ADVERTISING2003U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT2004TRUST SHIFTS FROM “AUTHORITIES” TO PEERS2005“A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON2006BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA2007YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS2008BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST2009TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS2010RISE OF AUTHORITY FIGURES2011THE FALL OF GOVERNMENT2012CRISIS OF LEADERSHIPEDELMAN TRUST BAROMETER IN RETROSPECT3
  4. TRUST 2013ENERGY INDUSTRY DEEP DIVETHE PATH FORWARDCRISIS OF LEADERSHIPTHE STATE OF TRUST4
  5. STATE OF TRUST
  6. GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazil 55Germany 55France 54Sweden 54UK 53Italy 51Australia 50Poland 48S. Korea 47Ireland 46Argentina 45Spain 42Turkey 42Japan 41Russia 362011 20132012DISTRUSTERSTRUSTERSNEUTRALGLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012,SHIFT BACK TO NEUTRAL IN 2013GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total6Big Changesfrom 2008Germany +19China +18Canada +14India +11Big Changesfrom 2012Germany +16France +14UK +12US +10
  7. 20137GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazil 55Germany 55France 54Sweden 54UK 53Italy 51Australia 50Poland 48S. Korea 47Ireland 46Argentina 45Spain 42Turkey 42Japan 41Russia 36GLOBAL 48China 70India 64UAE 63Singapore 63Indonesia 61Malaysia 61Mexico 59Hong Kong 54Canada 52Brazil 51Netherlands 50Argentina 48U.S. 45Germany 44UK 43S. Korea 43Turkey 43France 41Italy 40Sweden 40Australia 39Spain 37Japan 35Poland 34Ireland 33Russia 30Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countriesLargest Differences betweenGeneral & Informed PublicsPoland, US, Sweden: - 14 pointsSingapore, Ireland, Hong Kong,France: - 13 pointsGeneralPopulation9 points lowerthan InformedPublicsINFORMED PUBLIC2013GENERAL PUBLICDISTRUSTERSTRUSTERSNEUTRALLOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS
  8. 12% 14%16% 17%Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64in 20-country global totalTRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST A GREAT DEAL19% 22%15% 17%NGOSBUSINESSMEDIAGOVERNMENT2012 2013 2012 20132012 2013 2012 2013Trust Total: 43%Trust Total: 48%Trust Total: 53%Trust Total: 58%Trust Total: 52%Trust Total: 57% Trust Total: 58%Trust Total: 63%TRUST IN INSTITUTIONS – GLOBAL8
  9. 59%82%64%49%74%56%81%44%56%52%44%40%62%56%47% 48%63%58%48%61% 60%77%44%58%65%74%31%50%41%33%19%47%30%57%20%35%32% 32%29%53%47%40%43%60%58%48%62% 63%82%49%65%73%81%44%Q11-14. [Business in General and 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 a9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 26-countryglobal total and across 26 countriesBUSINESS TRUSTED MORE THAN GOVERNMENT IN16 OF 26 MARKETS SURVEYEDTRUST IN BUSINESS VS. GOVERNMENTGovernmentBusinessGAP BETWEEN BUSINESS & GOVERNMENT GROWINGGlobally, largest gap since 2007*Trust in Government62% of markets surveyed havetrust score below 50%Trust in Business35% of markets surveyed havetrust score below 50%9
  10. 6%11%31%17%33%LACK OF REGULATION OR CONTROLTRANSPARENCY ISSUESPOOR PERFORMANCE/ INCOMPETENCEWRONG INCENTIVES DRIVING POLICIESCORRUPTION OR FRAUD16%16%16%23%27%LACK OF REGULATION OR CONTROLTRANSPARENCY ISSUESPOOR PERFORMANCE/ INCOMPETENCEWRONG INCENTIVES DRIVING BUSINESSDECISIONSCORRUPTION OR FRAUDCORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENTREASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – GLOBAL(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)Q22. [ASK IF TRUST GOVERNMENTLESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESSLESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global totalREASONS FOR TRUSTINGGOVERNMENT LESSREASONS FOR TRUSTINGBUSINESS LESS50% 50%10
  11. 58%78% 79%68%70%64%66%58%60%67% 66% 67%75%48%65%53%74%55% 54%49%59%51% 53%41%28%30%63%83% 81%76% 76%75% 73%70% 69% 69% 67%66% 66%64%64% 63%63% 62% 61%59%57% 56% 55%51%46%40%37%20122013Q11-14. [NGOs TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countriesN/A50%NGOS REMAIN MOST TRUSTED INSTITUTION;FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGIONTRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)2008 67% of markets surveyedhave a trust score above 50%2013 88% of markets surveyedhave a trust score above 50%112008 China:48%
  12. Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale whereone means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludesArgentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countriesN/A50%STEADY GROWTH IN TRUST IN MEDIA OVER TIME;RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALSTRUST IN MEDIA2008 50% of markets surveyed have atrust score 50% or above2013 62% of markets surveyed have atrust score 50% or above1252%79%70%80%65%65%61%65%42%54%47%61%61%41%45% 46%57%45%37% 38%49%35%48%36%43%33%57%81%79%77%70%68% 66% 66%61% 61% 60%59% 57%54%51% 50% 50% 49%47% 47% 47%45% 45% 43%42%38%26%20122013
  13. Technology #1 in allmarkets surveyed*SLIGHT UPTICKS IN MANY SCORES, INCLUDING ENERGYTRUST IN INDUSTRIES – GLOBAL20132012Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 -country global total (excludesArgentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)1377%69%66%65%62%62%59%58%53%50%50%TechnologyAutomotiveFood and beverageConsumer packagedgoodsTelecommunicationsBrewing and spiritsEnergyPharmaceuticalsMediaBanksFinancial services45%47%51%53%56%59%60%62%64%66%79%Financial servicesBanksMediaEnergyPharmaceuticalsBrewing and spiritsTelecommunicationsConsumer packagedgoodsFood and beverageAutomotiveTechnology2013: Top 3 in Developed Markets#1 Technology#2 Automotive#2 Brewing & Spirits2013: Top 4 in Emerging Markets#1 Technology#2 Automotive#3 Consumer Packaged Goods#4 Energy
  14. ENERGY INDUSTRY DEEP DIVE
  15. 55%57% 55%60% 60%48%56%10%20%30%40%50%60%70%80%2007 2008 2009 2010 2011 2012 2013TRUST IN ENERGY INDUSTRY RETURNS TO 2008 PRE-RECESSION LEVELSTRUST IN ENERGY INDUSTRY – GLOBAL (INFORMED PUBLICS AGES 35-64)15 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 9-point scale where onemeans 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 18 -country global total
  16. 50%Trust in Business57%Trust in the Energy IndustryTHE GENERAL PUBLIC IS MORE TRUSTING OF THE ENERGY INDUSTRY THANBUSINESS OVERALLTRUST IN ENERGY INDUSTRY VS. TRUST IN BUSINESS – GLOBALQ11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in eachof 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 in 26 -country global total160%10%20%30%40%50%60%70%80%90%100%Energy IndustryTrust (57%)Business Trust(50%)
  17. 1757%61%69%55%49%80%54%80%75%69%43% 42%47%71%76%67%76%49%55%49%57%53% 52%37%40%36% 37%50%35%43%37%32%67%42%68%64%58%34% 33%38%63%69%60%69%44%51%45%53%50%54%42%48%44%49%Energy IndustryBusinessENERGY INDUSTRY MORE TRUSTED THAN BUSINESS IN 21 OF 26 MARKETS;LARGEST DIFFERENCES SEEN IN SOUTH KOREA AND HONG KONGTRUST IN ENERGY INDUSTRY VS. BUSINESS IN GENERAL – 26 MARKET OVERVIEWQ11-1[TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in eachof 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 in 26 -country global total and across 26 countriesJ
  18. 53%68%74%66% 66%65%68%64%68%69%56%52%54%50%54%52%58%43%38%43%37%46%30% 29% 30%41%57%80% 80%76% 76% 75%71%69% 69%67%61%57%55% 55%54% 53%52%49%49% 49%47%43%42% 40%37% 37% 36%2012 201350%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 9-point scale where one meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 26 -country global total and across 26 countriesOVER THE PAST YEAR, TRUST IN THE ENERGY INDUSTRY SIGNIFICANTLY INCREASED INSEVERAL MARKETS WITH GREATEST INCREASES SEEN IN INDIA AND JAPAN2012 VS. 2013 TRUST IN ENERGY INDUSTRY– 26 MARKET OVERVIEW18n/a
  19. TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST AMONGDEVELOPED MARKETSTRUST IN ENERGY INDUSTRY BY REGION53%62% 61% 61%54%43%57%70%67% 66%53%45%Global BRIC Latin America APAC North America EU19 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 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 26 -country global total and across APAC, BRIC,Latin America, North America and EU region2012 2013
  20. 57%80% 80%76% 76% 75%71%69% 69% 67%61%57%55% 55%54%53% 52%49% 49% 49%47%43% 42%40%37% 37% 36%23%7% 8%13%9%7%12%16%12%8%14%23%25% 25%29%26%23%31%28%21%33%35% 34% 34%40% 41%42%Trust in Energy IndustryDistrust in Energy IndustryQ43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust and Bottom 4 Box, Distrust) General Population in 26 -country global total andacross 26 countriesTRUST HIGHER THAN DISTRUST IN MAJORITY OF MARKETS;DISTRUST HIGHEST IN UK, GERMANY AND AUSTRALIATRUST IN ENERGY INDUSTRY VS. DISTRUST IN ENERGY INDUSTRY20
  21. 57%68%58%53%49%Energy Industry Renewables Natural Gas Utilities OilQ61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do whatis 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”. General Population in 26 -country global totalTRUST IN ENERGY INDUSTRY SECTORS21
  22. 68%84% 84%79% 77% 76% 76% 75%73%72% 71% 71% 70% 70%68%68% 65%65% 64% 64%61% 60% 59% 59% 57%55% 53%50%22TRUST IN ENERGY INDUSTRY SECTORS – RENEWABLESIN ALL 26 COUNTRIES SURVEYED, OVER HALF TRUST THE RENEWABLESSECTORQ61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do whatis 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”. General Population in 26 -country global total and across 26 countries
  23. 58%85%80%74% 72% 72% 71% 70% 70%65% 65%60%56%55% 54% 53% 53% 53%49%47% 46% 45% 45%43% 43%37% 37%50%23TRUST IN ENERGY SECTORS – NATURAL GASCHINA AND INDIA MOST TRUSTING OF THE NATURAL GAS SECTOR; TRUSTLOWEST IN GERMANY AND IRELANDQ61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do whatis 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”. General Population in 26 -country global total and across 26 countries
  24. 53%78%75%74% 73%69% 69% 68% 68%64%57%54% 54%53% 53%50% 47%40% 40% 40% 40% 39% 38%36% 36% 35%18%50%24TRUST IN ENERGY INDUSTRY SECTORS – UTILITIESEMERGING MARKETS TEND TO BE MOST TRUSTING OF THE UTILITIES SECTOR;RUSSIA OUTLIER WITH ONLY ONE IN FIVE RUSSIANS TRUSTING THE SECTORQ61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do whatis 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”. General Population in 26 -country global total and across 26 countries
  25. 49%77% 77%74% 73% 72%69% 69%66%62%52%49%47%42% 41%39% 37%35% 35%33% 33% 33%30% 30% 30% 29% 28%50%25TRUST IN ENERGY SECTORS – OILCOUNTRIES CLEARLY DIVIDED OVER TRUST IN THE OIL SECTOR; TRUST HIGHEST INEMERGING AND ASIAN MARKETS ONCE AGAINQ61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do whatis 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”. General Population in 26 -country global total and across 26 countries
  26. CRISIS OF LEADERSHIP
  27. 26%20% 19% 18%SOLVE SOCIAL OR SOCIETALISSUESCORRECT ISSUES WITHININDUSTRIES THAT AREEXPERIENCING PROBLEMSMAKE ETHICAL AND MORALDECISIONSTELL YOU THE TRUTH,REGARDLESS OF HOW COMPLEXOR UNPOPULAR IT ISCRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWTRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:15% 15% 14% 13%SOLVE SOCIAL OR SOCIETALISSUESCORRECT ISSUES WITHININDUSTRIES THAT AREEXPERIENCING PROBLEMSMAKE ETHICAL AND MORALDECISIONSTELL YOU THE TRUTH,REGARDLESS OF HOW COMPLEXOR UNPOPULAR IT ISGOVERNMENT LEADERS27BUSINESS LEADERSQ144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) Generalpopulation across 26-country global total
  28. 50%Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) Below is a list of people. In general, when forming an opinion of a company, if you heardinformation 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 ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORSGovernment official orregulator CredibilityCEO Credibility28MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERSBELOW 50% IN THEIR CREDIBILITY RATINGBusiness leaders trusted less than50% in 16 of 26 marketsGovernment leaders trusted lessthan 50% in 21 of 26 markets45%52%70%55%52%73%41%52%34%36%62%55%42%22%37%39%43%27% 28%56%37%34%54%26%40%35%48%38%18%36%22%32%54%23%35%22%25%54%48%35%15%31%36%41%25%27%55%37% 36%56%32%47%45%60%
  29. 8%6%10%20%24%13%33%38%38%55%71%41%FranceGermanyUSIndiaChinaGlobalTrust in GovernmentTrust Government Leaders to tell the truth10%13%15%34%32%18%37%42%50%68%67%50%FranceGermanyUSIndiaChinaGlobalTrust in BusinessTrust Business Leaders to tell the TruthLEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP – SELECT COUNTRY OVERVIEWQ11 -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 9-point scale where one means that you do not trustthem at all and nine means that you trust them a great deal. Q130-143. Below is a list of people. In general, when forming an opinion of a company, if you heard information about acompany from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? General Population-32-35-34-35-27-28-47-35-28-25-29-3229
  30. 69%67%61%51%51%50%43%36%Academic or expertTechnical expert in thecompanyA person like yourselfFinancial or industryanalystNGO representativeRegular employeeCEOGovernment official orregulatorTRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE – GLOBAL29%38%46%50%50%65%66%68%Government official or regulatorCEOFinancial or industry analystNGO representativeRegular employeeA person like yourselfTechnical expert in the companyAcademic or expert20132012Q130-143. [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, howcredible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publicsages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)30
  31. 59%63%69%67% 68%36%29%38%49%33%40%58%47% 44% 43%65%60%32%27%32%42%26%33%39%30%31%35%50%49%10%20%30%40%50%60%70%80%2008 2009 2010 2011 2012 2013An academic or expert on company issues CEOA person like yourself Government official/regulatorRegular employeeTRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDERCREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64Q130-143. [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 crediblewould the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 35-64 in 18 -country global total31
  32. SKEPTICISM AND DISPERSION REQUIRES REPETITIONQ165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)4% ONCE (1)14% TWICE (2)64% THREE TO FIVE TIMES12%TEN OR MORE TIMES (10+)6%SIX TO NINE TIMES (6-9)29%FOUR OR FIVE TIMES (4-5)MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES – GLOBAL35% THREE TIMES (3)32
  33. 58% 58%43% 41% 40%51%47%32%26%30%65%71%56% 58%52%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIAGlobal Developed EmergingQ178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where onemeans that you "do not trust it at all" and nine means that you "trust it a great deal". (Top 4 Box, Trust) General Population in 26-country global total, Developed vs. EmergingMarkets; Age breakdown for general population in 26-country global totalMAINSTREAM MEDIA REIGNS IN DEVELOPED MARKETS,EQUIVALENCE AMONG SOURCES IN EMERGING MARKETSYOUTH TRUSTS, OLDER GENERATIONS DISTRUST NON-TRADITIONAL MEDIA59%61%49% 47% 44%61% 60%48%45% 43%56% 56%40%37% 37%54%49%29% 29% 31%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIA18-29 30-44 45-64 65+GLOBAL AGE BREAKDOWN33
  34. TRUST BUILDING
  35. 16 ATTRIBUTES TO BUILDING TRUSTCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSLISTENS TO CUSTOMER NEEDS AND FEEDBACKTREATS EMPLOYEES WELLPLACES CUSTOMERS AHEAD OF PROFITSINTEGRITYTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISISHAS TRANSPARENT AND OPEN BUSINESS PRACTICESHAS ETHICAL BUSINESS PRACTICESPURPOSEOPERATIONSDELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSHAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPRANKS ON A GLOBAL LIST OF TOP COMPANIESPRODUCTS & SERVICESIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASOFFERS HIGH QUALITY PRODUCTS OR SERVICESWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESSCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITYPARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDSENGAGEMENTEdelman Trust Barometerresearch reveals 16 SPECIFICATTRIBUTES which build trust.These can be grouped intoFIVE PERFORMANCE CLUSTERSlisted here in rank order ofimportance.35
  36. THE EVOLUTION OF TRUST – WHAT MOVES THE NEEDLEINTEGRITY (58%)PURPOSE (47%)OPERATIONS (39%)PRODUCTS & SERVICES (54%)ENGAGEMENT (59%)Edelman Trust Barometer’s2013 TRUST PERFORMANCE CLUSTERSEdelman Trust Barometer’s2008 TRUST DRIVERS*OPERATIONS(76%)Reputation as a place to work (81%)Financial performance (76%)Respected CEO or leader (71%)36*Data used includes Informed Publics ages 35-64 only in 18-country global total
  37. 38%38%41%37%44%47%49%54%57%61%58%59%63%53%58%62%39%40%42%43%51%55%57%58%60%60%61%63%63%64%64%65%DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSRANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BESTCOMPANIES TO WORK FOR OR MOST ADMIRED COMPANIESHAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPPARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TOADDRESS SOCIETAL ISSUESIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCALCOMMUNITY IN WHICH THE COMPANY OPERATESADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESSCOMMUNICATES FREQUENTLY & HONESTLY ON STATE OF ITSBUSINESSHAS TRANSPARENT AND OPEN BUSINESS PRACTICESTREATS EMPLOYEES WELLHAS ETHICAL BUSINESS PRACTICESPLACES CUSTOMERS AHEAD OF PROFITSOFFERS HIGH QUALITY PRODUCTS OR SERVICESWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISISLISTENS TO CUSTOMER NEEDS AND FEEDBACK2013 ENERGY INDUSTRY IMPORTANCE VS. BUSINESS IMPORTANCE – GLOBALTRUST BUILDING ATTRIBUTES – WHAT MATTERS FOR ENERGYGap+3+6+11-+4+3-1+3+4+8+8+7+6+1+2+1ENERGYBUSINESS37
  38. 3836%37%37%31%35%33%32%32%32%37%36%29%41%32%35%34%39%40%42%43%51%55%57%58%60%60%61%63%63%64%64%65%DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSRANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BESTCOMPANIES TO WORK FOR OR MOST ADMIRED COMPANIESHAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPPARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TOADDRESS SOCIETAL ISSUESIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCALCOMMUNITY IN WHICH THE COMPANY OPERATESADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESSCOMMUNICATES FREQUENTLY & HONESTLY ON STATE OF ITSBUSINESSHAS TRANSPARENT AND OPEN BUSINESS PRACTICESTREATS EMPLOYEES WELLHAS ETHICAL BUSINESS PRACTICESPLACES CUSTOMERS AHEAD OF PROFITSOFFERS HIGH QUALITY PRODUCTS OR SERVICESWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISISLISTENS TO CUSTOMER NEEDS AND FEEDBACK-31-29-32-22-34-25-23-28-26-25-22-16-12-5-3-3Q70-85/Q86-101. Please think about businesses in the Energy Industry. How important is each of the following actions to building your trust in businesses in the Energy Industry?Please use a nine-point scale where one means that action is not at all important to building your trust and nine means it is extremely important to building your trust. [Top 2Box, Trust - Very Important (8-9)], General Population, Global 25-Country Total (Excludes Don’t Know) ;Q114-Q129. Please rate [INSERT COMPANY] on how well you think theyare performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing“extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 26-country global total*Importance attribute data used here is from the 2012 Trust Barometer2012 ENERGY INDUSTRY IMPORTANCE VS. BLINDED ENERGY COMPANY PERFORMANCE – GLOBAL(FOR ILLUSTRATION PURPOSES) GapImportancePerformanceTRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
  39. 39PRODUCTS& SERVICESENGAGEMENTINTEGRITYPURPOSEOPERATIONSTrust-BuildingOpportunity QuadrantPRIORITIZING CLUSTERS BY IMPACT POTENTIALQ114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they areperforming “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 26-countryglobal total*Energy importance attributes data was asked in the 2012 Trust BarometerINTEGRITYUNDER-PERFORMING ON HIGH PRIORITIES PERFORMINGQualitySocietyCommunicatesCustomersPERCEIVED PERFORMANCESTATEDIMPORTANCELOW PERFORMANCE ON LOWER EXPECTATIONS OVER-PERFORMING ON LOWER PRIORITIESENGAGEMENTPRODUCTS & SERVICESPURPOSEOPERATIONS2012 ENERGY IMPORTANCE VS. BLINDED ENERGY COMPANY PERFORMANCE (FOR ILLUSTRATION PURPOSES)
  40. Who is Trusted MOST to provide you withcredible and honest information about:Company’sCEOCompany’sEmployeePassionate orActivistConsumerAcademicMediaSpokespersonA company’s employee programs, benefits & workingconditions21% 63% 16% 13% 11%How a company serves its customers and prioritizescustomer needs ahead of company profits19% 30% 44% 16% 15%A company’s situation in a time of crisis 30% 35% 18% 22% 23%A company’s innovation efforts and new productdevelopment31% 31% 27% 25% 13%How a company uses its resources and influence tosupport the environment21% 26% 34% 27% 13%How a company supports programs that positivelyimpact the local community22% 27% 35% 20% 23%Partnerships with NGO’s and effort to address societalissues25% 20% 25% 23% 15%A company’s financial earnings & operationalperformance34% 27% 23% 23% 12%A company’s business practices, both positive & negative 23% 36% 29% 21% 15%Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19%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 whichperson you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global totalINFLUENCER MESSAGE MAPPING – GLOBALENGAGEMENTINTEGRITYPRODUCTSOPERATIONSPURPOSE40
  41. GENERAL POPULATIONCEOBOARD OFDIRECTORSACADEMICSTECHNICAL EXPERTSELITE MEDIAVertical Flow &Controlled InformationPYRAMID of AUTHORITY41OLD MODELSNO LONGERWORKIN ISOLATION
  42. GENERAL POPULATIONEMPLOYEESACTION CONSUMERSSOCIAL ACTIVISTSPower of Peer-to-Peer &Horizontal CommunicationsPYRAMID of COMMUNITYNew modelsare firmlyestablished42
  43. THE NEW DYNAMICS OF ENGAGEMENT
  44. LESSONS FOR LEADERS44Observe re-ordering of authorityOld values are not sufficientClear opportunity for businessTrust is fragile and perceived behaviors are an anchor
  45. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; LanceArmstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu
  46. APPENDIXINCLUDES INFORMED PUBLIC OR GENERAL PUBLIC VERSIONS OF SELECT SLIDES
  47. 52%53%54%57%59%54%61%44%48% 46%45%46%47%55%52%51%49%53%53%47%56%40%43%44%46%49%38%46%20%30%40%50%60%70%80%2007 2008 2009 2010 2011 2012 2013NGOs Media Business GovernmentMOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 – GLOBALQ11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18-country global total (excludesArgentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)47200712 point gapbetween business &government trust201310 point gap betweenbusiness &government trustBack to2011 highs
  48. 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 9-point scalewhere one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 26 -country globaltotal73%70%66%62%62%62%61%61%60%60%57%57%55%54%51%50%49%46%TechnologyConsumer Electronics…AutomotiveFood & BeverageAerospace & DefenseEntertainmentMetals IndustryFood ManufacturingTelecommunicationsConsumer Packaged GoodsPharmaceuticalsEnergyConsumer Health CompaniesBrewing & SpiritsChemicalsMediaBanksFinancial ServicesTIED WITH THE PHARMACEUTICALS INDUSTRY THIS YEAR, TRUST IN THEENERGY INDUSTRY RANKS NEAR THE BOTTOMTRUST IN INDUSTRIES – GLOBAL482013201276%63%62%58%57%57%53%50%49%48%43%TechnologyFood & BeverageAutomotiveTelecommunicationsConsumer PackagedGoodsPharmaceuticalsEnergyBrewing & SpiritsBanksMediaFinancial ServicesTechnology #1 in allmarkets surveyed*2013: Top 3 in Developed Markets#1 Technology#2 Automotive#2 Brewing & Spirits2013: Top 4 in Emerging Markets#1 Technology#2 Automotive#3 Consumer Packaged Goods#4 Energy
  49. TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST AMONGDEVELOPED MARKETSTRUST IN ENERGY INDUSTRY BY REGION53%67% 65% 63%56%42%59%74%64%69%59%49%Global BRIC Latin America APAC North America EU49 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 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 26 -country global total and across APAC, BRIC,Latin America, North America and EU region2012 2013
  50. 53%78%76%72% 71%67%76%67% 66%71%59%56%51%47%56%51%65%45%29%39%37%49%31% 31%24%52%59%86%84%75%84%81%69% 71% 70%72%66%45%57% 56%55%59%47%60%53%49% 48%54%45% 45%38% 38%33%2012 201350%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 9-point scale where one meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 26 -country global total and across 26 countriesOVER THE PAST YEAR, TRUST IN THE ENERGY INDUSTRY SIGNIFICANTLY INCREASED INSEVERAL MARKETS WITH GREATEST INCREASES SEEN IN JAPAN AND POLAND2012 VS. 2013 TRUST IN ENERGY INDUSTRY– 26 MARKET OVERVIEW50n/a
  51. 67%62%52%45%43%63%60%50%43% 42%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIAQ178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where onemeans that you "do not trust it at all" and nine means that you "trust it a great deal". (Top 4 Box, Trust) General Population in 26-country global totalTRADITIONAL MEDIA AND SEARCH CONTINUOUSLY PROVE MOST TRUSTEDAMONG INFORMED PUBLICSTRUST IN MEDIA SOURCES512012 2013
  52. 69%67%61%51%51%50%43%36%Academic or expertTechnical expert in thecompanyA person like yourselfFinancial or industryanalystNGO representativeRegular employeeCEOGovernment official orregulatorTRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE29%38%46%50%50%65%66%68%Government official or regulatorCEOFinancial or industry analystNGO representativeRegular employeeA person like yourselfTechnical expert in the companyAcademic or expert20132012Q130-143. [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, howcredible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publicsages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)52
  53. TRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE – GLOBALQ130-143. [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, howcredible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) General Populationin 26-country global total532012 2013n/a24%26%33%34%40%42%47%49%50%51%57%58%64%65%31%41%47%48%49%59%65%65%A bloggerAn entertainer/athleteA government official/regulatorA news anchorA companys board of directorsCEONGO representativeA financial or industry analystA regular employeeA successful entrepreneurA product creator or inventorA person like yourselfTechnical expertAn academic or expert issuesn/an/an/an/an/a
  54. 62% 61%46%44%41%59% 58%44%41% 40%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIAQ178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where onemeans that you "do not trust it at all" and nine means that you "trust it a great deal". (Top 4 Box, Trust) General Population in 26-country global totalTRADITIONAL MEDIA AND SEARCH CONTINUOUSLY PROVE MOST TRUSTEDAMONG THE GENERAL PUBLICTRUST IN MEDIA SOURCES542012 2013

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