2012 Edelman Trust Barometer

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2012 Edelman Trust Barometer

  1. 1. 2012 EDELMAN TRUST BAROMETER JAPAN RESULTS1 © Edelman, 2012. All rights reserved.
  2. 2. 2012 Edelman Trust Barometer – Japan Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries Indicates Global Data 30,000+ respondents APAC Indicates Asia Pacific 1,000 general population respondents per country Region Data Ages 18+ Indicates Japan Data Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** Japan sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study2 © Edelman, 2012. All rights reserved.
  3. 3. 3 © Edelman, 2012. All rights reserved.
  4. 4. Nearly twice as many countries are now skeptics; Japan falls to second from bottom in the “Trust Index” 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Argentina 62 Hong Kong 61 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 < Brazil 51 Japan 51 > Sweden 49 Australia 51 U.S. 49 Spain 51 > South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Ireland 41 Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 20124 © Edelman, 2012. All rights reserved.
  5. 5. Only 10% of Japanese people think the country is going in the right direction WOULD YOU SAY THAT THINGS IN YOUR COUNTRY ARE GOING IN THE RIGHT DIRECTION OR HAVE THEY GOTTEN OFF ON THE TRACK? In the right direction 81% Off on the wrong track 78% 75% 73% 69% 69% 68% 67% 64% 65% 64% 60% 59% 59% 60% 59% 58% 58% 57% 55% 55% 51%50% 48% 47% 48% 47% 40% 42% 41% 40% 36% 37% 34% 34% 32% 31% 31% 31% 26% 26% 27% 27% 25% 25% 25% 18% 20% 18% 17% 16% 12% 10% Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the track? General Population in 25 country global total and across 25 countries 5 © Edelman, 2012. All rights reserved.
  6. 6. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst 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 one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q16-26. [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 means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan6 © Edelman, 2012. All rights reserved.
  7. 7. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 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 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 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)7 © Edelman, 2012. All rights reserved.
  8. 8. In Japan, trust in three of four institutions declines sharply TRUST IN INSTITUTIONS – JAPAN NGOs Media Business Government 80% 70% 63% 61% 60% 57% 55% 54% 53% 51% 54% 53% 53% BUSINESS 50% 52% 47% 47% 45% 43% 50% 41% 45% 40% 43% 38% 38% 36% 30% GOVERNMENT 28% 28% 20% 2007 2008 2009 2010 2011 2012 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 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 35-64 in Japan8 © Edelman, 2012. All rights reserved.
  9. 9. Majority of countries now distrust government; trust plummets in Japan TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49%50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government 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 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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 9 © Edelman, 2012. All rights reserved.
  10. 10. Several mature economies see double-digit drops in business trust; Trust in business remains steady in Japan TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business 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 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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 10 © Edelman, 2012. All rights reserved.
  11. 11. Japanese trust in five of 11 industries declines; Energy suffers worst decline of 46 points TRUST IN INDUSTRIES – JAPAN 2011 2012 Technology 78% Automotive 74% Energy 75% Technology 74% Telecommunications 75% Food and beverage 62% Automotive 72% Pharmaceuticals 61% Banks 71% Brewing and spirits 60% Food and beverage 66% Telecommunications 58% - 17 Brewing and spirits 61% Consumer packaged goods 56% Consumer packaged goods 60% Banks 51% - 20 Pharmaceuticals 60% Financial services 38% - 17 Financial services 55% Media 33% - 21 Media 54% Energy 29% - 46Q16-26. [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 Japan11 © Edelman, 2012. All rights reserved.
  12. 12. Media only institution to see trust rise globally, though trust decreases in Japan TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A 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 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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 12 © Edelman, 2012. All rights reserved.
  13. 13. Contrary to global rise, Japan trust in information sources drops across the board TRUST IN INFORMATION SOURCES – JAPAN 2011 Informed Public 2012 Informed Public 33% - 17 -8 - 15 22% 16% 19% -8 11% 10% 7% 2% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan 13 © Edelman, 2012. All rights reserved.
  14. 14. NGOs still most trusted institution globally; However, trust declines in Japan TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (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 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 (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 14 © Edelman, 2012. All rights reserved.
  15. 15. 15 © Edelman, 2012. All rights reserved.
  16. 16. Business not meeting public’s expectations in Japan JAPAN Gap Business - 50 Importance TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 61% Company 11% Performance - 51 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 58% 7% TREATS EMPLOYEES WELL 57% - 48 9% 57% - 39 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 18% - 31 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 57% 26% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% - 45 BUSINESS 9% - 25 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 43% 18% - 34 PLACES CUSTOMERS AHEAD OF PROFITS 42% 8% 41% - 30 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 11% - 30 HAS ETHICAL BUSINESS PRACTICES 39% 9% 36% - 27 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 9% - 14 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 33% 19% - 25 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 33% IN WHICH THE COMPANY OPERATES 8% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST - 23 32% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 9% PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 21% - 17 SOCIETAL ISSUES 4% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 19% - 12 7% Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Japan (excludes ‘Don’t Know’ responses);Q103-118. 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 are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Japan16 © Edelman, 2012. All rights reserved.
  17. 17. Similarly, government not meeting public’s expectations in Japan GOVERNMENT IMPORTANCE VS. PERFORMANCE – JAPAN Government Importance Government Performance Gap 62% -50 HAS TRANSPARENT AND OPEN PRACTICES 12% 59% -48 COMMUNICATES FREQUENTLY AND HONESTLY 11% 58% -46 LISTENS TO CITIZENS NEEDS AND FEEDBACK 12% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 53% -43 COUNTRY 10% 45% -34 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 11% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 37% -28 EMPLOYMENT OPPORTUNITIES 9%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 36% -28 LOCAL COMMUNITIES 8% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 28% ADDRESS SOCIETAL ISSUES -20 8% Q132-139. How important is each of the following actions to building your trust in government? 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 2 Box , Very/Extremely Important) General Population in Japan; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using 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 Japan 17 © Edelman, 2012. All rights reserved.
  18. 18. In Japan, government leaders less trusted than business leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50%50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 18 © Edelman, 2012. All rights reserved.
  19. 19. Despite lack of trust in government, calls for increased regulations; though Japan less likely to share this view % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 51% 50%50% 49% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 19 © Edelman, 2012. All rights reserved.
  20. 20. Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: Japan Business 26% PROTECT CONSUMERS from irresponsible business practices can address on its own 22% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 24% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 21% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 2% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, Japan - 16%) • Unethical business practices (Global - 28%, APAC - 31%, Japan - 24%) • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Japan - 45%)Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? InformedPublics ages 25-64 in 25 country global total, Asia Pacific region and Japan ; Q131. Which of the following is the most important role that government should play in business? InformedPublics ages 25-64 in Japan 20 © Edelman, 2012. All rights reserved.
  21. 21. 21 © Edelman, 2012. All rights reserved.
  22. 22. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted thangovernment leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 22 © Edelman, 2012. All rights reserved.
  23. 23. Business: from license to operate to license to lead JAPAN CURRENT TRUST BUILDING FUTURE TRUST Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 40% TRUST BUSINESS 1) Takes actions to address issue or crisis 1) Delivers consistent financial returns 2) Has transparent and open business 2) Highly regarded, top leadership SOCIETAL ATTRIBUTES 3) High quality products or services MORE IMPORTANT TO 3) Works to protect/improve environment BUILDING FUTURE 3) Listens to customer needs and feedback TRUST 3) Treats employees well CURRENT TRUST DRIVEN BY OPERATIONAL 6) Communicates frequently and honestly ATTRIBUTES 7) Addresses societys needs 8) Places customers ahead of profits 9) Works to protect/improve environment 10) Has ethical business practices 11) Highly regarded, top leadership Societal Operational 12) Positively impacts the local community 12) Innovator of new products 14) Ranks on a global list 15) Partners with third parties 16) Delivers consistent financial returnsQ11-14. [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 means that you “do not trust them at all” and ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Japan; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where onemeans that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)General Population in Japan (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population23 © Edelman, 2012. All rights reserved.
  24. 24. Credibility of all spokespeople drops in Japan; Government officials experiences largest decline in the history of the Barometer with a 55 percentage point drop CREDIBLE SPOKESPEOPLE – JAPAN 2011 2012 Academic or expert 70% Technical expert in the company 42% - 23 CEO 67% Academic or expert 32% - 38 Technical expert in the company 65% CEO 24% - 43 Government official or regulator 63% A person like yourself 22% - 17 Regular employee 59% NGO representative 18% - 30 NGO representative 48% Regular employee 16% - 43 Financial or industry analyst 40% Financial or industry analyst 14% - 26 A person like yourself 39% Government official or regulator 8% - 55Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64in Japan24 © Edelman, 2012. All rights reserved.
  25. 25. Skepticism requires repetition OVER EIGHT IN TEN NEED TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION - JAPAN Ten or more times Once (1), 3% (10+), 12% Twice (2), 3% Six to Nine times (6- 9), 1% Three times (3), 51% Four or Five times (4 - 5), 31% Three to Five times 82%Q148. [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? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Japan 25 © Edelman, 2012. All rights reserved.
  26. 26. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business26 © Edelman, 2012. All rights reserved.
  27. 27. 27 © Edelman, 2012. All rights reserved.

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