Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

2016 Edelman Trust Barometer - Japan

2,241 views

Published on

2016 Edelman Trust Barometer Japan Results

Published in: Business
  • Be the first to comment

2016 Edelman Trust Barometer - Japan

  1. 1. Japan 2016 Edelman Trust Barometer
  2. 2. 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 2
  3. 3. 51 28 17 13 9 7 34 6 17 6 6 9 Trust Matters in Japan Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Paid more than wanted Criticized companies Sold shares Shared negative opinions Disagreed with others Chose to buy products/services Paid More Recommended them to a friend/colleague Bought Shares Shared positive opinions Defended Company General Population Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, Japan, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, Japan, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines 3
  4. 4. 1 State of Trust
  5. 5. 55 Global 60 Global 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 84 UAE 79 India 78 Indonesia 75 China 65 Singapore 64 Netherlands 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 48 Italy 48 S. Africa 47 Hong Kong 47 S. Korea 46 U.K. 45 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 40 Turkey 37 Ireland 37 Japan 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 59 Brazil 59 Mexico 56 Malaysia 53 Canada 52 Australia 52 France 52 U.S. 50 Germany Trust Index: Japan Continues to Lead the World in Distrust Average trust in institutions, Informed Public, 2015 vs. 2016 2015 2016 Informed Public trust up 5 points Trusters from 22% in 2015 to 39% in 2016 Distrusters from 48% in 2015 to 21% in 2016 Trusters Neutrals Distrusters 5 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
  6. 6. 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 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 Trust Index: General Population Lags Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 6 in 10 countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. Informed Public General Population 60 Global 50 Global 6 Trusters Neutrals Distrusters 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
  7. 7. 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 Trust Rising Globally 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, 27-country global total. 7 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 NGOs Business Media Government +4 +6 +6 +3 2015 2016 +4 +5 +2 +1 General Population Informed Public
  8. 8. 31 40 30 3634 43 38 39 29 48 31 4040 45 39 41 Trust Rising in Most Institutions in Japan 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, Japan. Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 Informed Public General Population NGOs Business Media Government +11 -3 +8 +1 2015 2016 +3 +3 +8 +3 8
  9. 9. 51 30 37 37 29 40 37 37 31 34 51 25 32 45 40 41 24 27 39 36 39 2011 2012 2013 2014 2015 2016 53 47 52 53 48 45 40 44 45 40 43 2011 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, Japan. 9 Percent trust in the four institutions of government, business, media and NGOs, 2011 to 2016 48 36 43 40 31 39 33 34 38 30 38 NGO’s Government Media Business Japan Failed to Recover Trust after 3.11 Informed Public General Population
  10. 10. 2 Trust Inequality
  11. 11. 53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 A Significant Divide Globally 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, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 11 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap 3-point increase in trust inequality-- which jumps to a 5-point increase among the GDP 5
  12. 12. A Global Phenomenon Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs, 28-country global total. 12 Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016 Country Informed Public Mass Population Gap U.S. 64 45 19 U.K. 57 40 17 France 55 39 16 India 78 62 16 Australia 63 47 16 Mexico 72 57 15 Italy 58 47 11 China 82 71 11 Brazil 58 48 10 Ireland 49 39 10 Netherlands 62 52 10 Sweden 46 36 10 S. Africa 54 44 10 S. Korea 50 40 10 Singapore 72 62 10
  13. 13. Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population An Accelerating Disparity 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, 25-country global total, 2012 vs 2016. GDP 5 = U.S., China, Japan, Germany, U.K. 13 Increased Gap Decreased Gap Gap has increased in 16 of 25 countries Global25 GDP5 France U.K. U.S. Spain Mexico Singapore S.Korea Malaysia India China Brazil Germany Australia Ireland Russia Poland Canada Japan Indonesia Italy Argentina UAE HongKong Netherlands 2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15 2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10 Sweden 3 5 12 10 8 8 7 4 4 4 3 3 3 3 2 2 1 1 0 0 -2 -2 -3 -4 -4 -4 -5
  14. 14. 34 41 44 37 41 31 35 38 34 38 2012 2013 2014 2015 2016 Divide Less Significant in Japan 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, Japan. 14 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 3pt Gap 3pt Gap
  15. 15. 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 17
  16. 16. 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 Japan Most Pessimistic for Future 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 Percent 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
  17. 17. 3 Inversion of Influence
  18. 18. Mass Population Global Inversion of Influence 18 Authority & Influence Influence Authority 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, 28-country global total and Japan. 87% of population 38 Trust Index 13% of population 41 Trust Index Informed Public 85% of population 48 Trust Index 15% of population 60 Trust Index
  19. 19. 71 69 67 45 32 28 Search TV Social Newspapers Magazines Blogs Clear Influence of Peer-Driven Media Globally Source: 2016 Edelman Trust Barometer - 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, 28-country global total, question asked of half the sample. 19 Percent who use each media source several times a week or more 2 of top 3 most-used sources of news and information are peer- influenced media General Population
  20. 20. 76 66 50 49 28 19 TV Search Newspapers Social Blogs Magazines No Believing Without Seeing in Japan Source: 2016 Edelman Trust Barometer - 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, Japan, question asked of half the sample. Percent who use each media source several times a week or more General Population Most frequently used media is about seeing and believing /validation 20
  21. 21. 38 28 26 20 16 14 17 14 13 44 28 27 25 22 19 19 19 15 Experts, Peers 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, Japan, question asked of half the sample. Percent who rate each spokesperson as extremely/very credible 2015 2016 Technical Expert Academic Expert A person like yourself CEO Employee Financial Industry Analyst NGO represent ative Board of Directors Employee and Technical Expert credibility increased the most General Population Government official/ regulator +6 21 +6
  22. 22. 4 An Opportunity for Business
  23. 23. Increased Opportunity for Collaboration 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, Japan. 23 Percent trust in the four institutions of, 2015 vs. 2016 Informed Public General Population 2015 2016 Government, Media and NGO closing the gap on Business’ lead on Trust 40 36 30 31 43 39 38 34 48 40 31 29 45 41 39 40 +11-3 +8+1 +3 +3 +8 +3 Business MediaGovernment NGOs
  24. 24. 48 40 31 29 45 41 39 40 50 32 34 35 40 36 30 31 43 39 38 34 45 29 36 30 Business MediaGovernment Opportunity for Business to Lead the Collaboration 24 Percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust 2016 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, Japan. Business in the lead Trust 2015 NGOs
  25. 25. 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 Developed Markets More Trusted 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. 25 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
  26. 26. 50% 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, 27-country global total. 59 78 78 78 80 73 73 64 61 54 57 43 52 53 50 39 46 46 31 86 70 63 51 51 52 48 48 60 82 82 80 80 79 75 73 69 65 57 57 56 54 54 51 47 47 47 34 77 69 62 50 50 49 43 42 Global27 Brazil UAE Malaysia India Mexico Singapore Colombia Turkey Italy Spain Poland China SouthAfrica Germany Sweden Ireland Canada US SouthKorea Indonesia Argentina HongKong Australia Russia Netherlands France UK Chinese Trust in Japanese Companies Rebounds; Indonesia Falls 26 Percent trust in Japanese companies, 2015 vs. 2016 +6 -9+13 +8 General Population 2015 2016 Increased or equal trust in Japanese Companies in 19 countries
  27. 27. 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Financial Services Rebounds 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 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 General Population 27
  28. 28. 35% 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Most Sectors Decline Except for Financial Services 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, Japan. *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 74% 67% 68% 63% 62% 12 Automotive 70% 66% 71% 62% 58% 12 Pharmaceutical 60% 58% 58% 54% 54% 6 Food & Beverage 64% 64% 56% 54% 52% 12 Telecommunications 59% 60% 60% 54% 52% 7 Consumer packaged goods 57% 56% 56% 51% 51% 6 Financial Services 39% 46% 42% 39% 47% 8 Energy 38% 49% 48% 44% 46% 8 General Population 28
  29. 29. Expectation of Business to Solve Remains Consistent Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27- country global total and Japan, question asked of half the sample. . 56% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” down from 57% in 2015 General Population 29 80% agree up from 74% in 2015
  30. 30. Differentiation in a Cynical World 30 Actions Values Employee Advocacy Engagement
  31. 31. Actions Differentiation in a Cynical World:
  32. 32. CEO Focus Misplaced Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total and Japan. 32 Percent who agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 67% 57% Positive long-term impact Job creation Not Enough 57% 49% General Population 50% 29% 46% 58%
  33. 33. Purpose and Profits Matter 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, Japan, question asked of half the sample. 33 Percent who agree that CEOs should be personally visible in discussing… 77% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 67% Financial Results General Population
  34. 34. Purpose Impacts Trust Percent 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, Japan. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Helps me and my family live a healthy life Fails to contribute to the greater good Lacks economic growth Does not help me and my family live a healthy or fulfilling life/Does not have good leadership 49% 41% 30% 39% 22% 12% General Population 34
  35. 35. Values Differentiation in a Cynical World:
  36. 36. Integrity 51 27 24 Exhibits highly ethical behaviors 50 24 26 Takes responsible actions to address an issue or crisis 53 33 20 Behaves in a way that is transparent and open 50 24 26 Engagement 49 24 25 Treats employees well 52 25 27 Listens to customer needs and feedback 50 25 25 Places customer ahead of profits 47 23 24 Communicates frequently and honestly on the state of their company 46 23 23 Products 45 33 12 Places a premium on offering high-quality products or services 48 34 14 Is focused on driving innovation and introducing new products/services/ideas 42 32 10 Purpose 40 25 15 Is dedicated to protecting and improving the environment 41 22 19 Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14 Ensures that the company addresses society's needs in its everyday business 43 26 17 Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9 Operations 37 28 9 Attracts and retains a highly regarded and widely admired top leadership team 40 29 11 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4 Manages the company in a way that delivers consistent financial returns 41 29 12 Leaders Seen As Underperforming Importance vs. performance of 16 trust-building leadership attributes % Performance % Importance Gap General Population 36 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 nine-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, 28-country global total.
  37. 37. Integrity 41 7 34 Exhibits highly ethical behaviors 39 5 34 Takes responsible actions to address an issue or crisis 42 11 31 Behaves in a way that is transparent and open 41 5 36 Engagement 36 6 30 Treats employees well 43 6 37 Listens to customer needs and feedback 37 8 29 Places customer ahead of profits 31 7 24 Communicates frequently and honestly on the state of their company 32 4 28 Products 23 8 15 Places a premium on offering high quality products or services 26 10 16 Is focused on driving innovation and introducing new products/services/ideas 20 7 13 Purpose 19 7 12 Is dedicated to protecting and improving the environment 24 6 18 Ensures that the company creates programs that positively impact the local community in which it operates 16 5 11 Ensures that the company addresses society's needs in its everyday business 24 9 15 Ensures that the company partners with NGOs, government and third parties to address societal issues 14 6 8 Operations 19 7 13 Attracts and retains a highly-regarded and widely admired top leadership team 20 7 13 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 8 5 3 Manages the company in a way that delivers consistent financial returns 29 8 21 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, Japan. Importance vs. performance of 16 trust-building leadership attributes General Population 37 % Performance % Importance Gap
  38. 38. Desired Leadership Qualities Characteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region 38 North America Honest 59% Ethical 48% Competent 26% Transparent 26% Sincere 24% Latin America Ethical 47% Honest 44% Competent 36% Visionary 34% Innovative 33% Europe Honest 53% Competent 43% Experienced 28% Ethical 27% Transparent 27% APAC Honest 39% Visionary 35% Decisive 31% Ethical 31% Competent 26% General Population Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important characteristics that make a CEO trustworthy. General Population, 28-country global total and Japan, question asked of half the sample. * Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10- country global total. Japan Decisive 55% Sincere 41% Visionary 41% Competent 26% Honest 26%
  39. 39. 35% 47% 54% 59% 62% 65% 70% 79% Their education and how it shaped them Their personal success story The obstacles they have overcome Their personal values Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? 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, 28-country global total and Japan, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] 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, 28-country global total and Japan, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO General Population 39 both directly (86%) and via media (75%) CEOs must engage
  40. 40. Employee Advocacy Differentiation in a Cynical World:
  41. 41. 50% 65 60 40 48 48 50 54 55 56 57 58 59 60 62 62 63 64 64 64 72 73 76 76 77 77 78 79 83 85 89 Global GDP5 Japan Russia France Sweden Australia S.Korea Poland U.K. Italy HongKong Ireland Germany Netherlands Spain Turkey Canada U.S. S.Africa Singapore Malaysia UAE Indonesia Brazil Argentina China India Colombia Mexico Significant Employee Lack of Trust Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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. GDP 5 = U.S., China, Japan, Germany, U.K. 41 Percent who trust the company for which they work TrustedNot Trusted General Population
  42. 42. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 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, both positive and negative, and its handling of a crisis? Q612 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 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 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, 28-country global total. 42 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 Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
  43. 43. Broad Spokesperson Base is Essential 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, Japan, question asked of half the sample. 43 Variety of Spokespeople needed 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 General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson 18 19 13 13 16 2020 17 18 18 25 24 21 24 32 21 24 2021 23 26 22 16 22 14 18 14 17 19 17 10 9 8 14 11 13
  44. 44. Employees at companies NOT engaged in societal issues Employees at companies engaged in societal issues Employee Advocacy Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. 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, Japan, question was asked of half the sample. 44 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not 35 31 38 43 46 41 51 Confidence in the future of the company Recommend company as an employer Recommend products and services to others Stay working for the company Motivated to perform Committed to achieving our strategy Do the best possible job for the customer Impact of Company Engagement 24 32 23 25 27 29 21 75 73 69 68 65 60 56 General Population Level of Employee Advocacy/Commitment
  45. 45. Engagement Differentiation in a Cynical World:
  46. 46. 58 53 44 63 46 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, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information Millennials even more trusting of digital media than general population 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 General Population 46 Millennials Gap 66 3 58 0 58 5 51 5 51 7
  47. 47. Millennials Gap 41 1 34 0 32 2 30 3 24 0 42 34 30 27 24 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, Japan. *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed this to Search Engines. **From 2012-2015, we included Hybrid media as a media type. In 2016, we changed this to Online-Only media. Percent trust in each source for general news and information 2012 2013 2014 2015 2016 Search engines* 44 39 42 38 42 Traditional media 48 41 42 34 34 Online-only media** 35 31 35 31 30 Owned media 33 30 32 32 27 Social media 23 21 24 23 24 General Population 47
  48. 48. 52 33 37 25 24 20 15 10 11 13 63 42 39 30 27 23 20 19 17 15 My friends and family Companies that I use An academic expert A company CEO A journalist Employees of a company Celebrities A well-known online personality Companies [brands] I don’t use Elected officials Friends and Family Most Trusted 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? General Population, Japan, question asked of half the sample. 48 Percent 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 +11 +9 +9
  49. 49. Differentiation in a Cynical World 49 Actions Values Employee Advocacy Engagement
  50. 50. Differentiation in a Cynical World ‣ Create societal impact in addition to profits through purposeful action ‣ Express your values through honest, ethical engagement in which you share your story ‣ Ignite your most powerful advocate, your employees ‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them 50
  51. 51. Thank You

×