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.

2018 Edelman Israel Trust Supplement

999 views

Published on

The 2018 Israel Trust Barometer

Published in: Business
  • Be the first to comment

  • Be the first to like this

2018 Edelman Israel Trust Supplement

  1. 1. 2018 Edelman Trust Barometer Israel Report
  2. 2. 2 Methodology 2018 Edelman Trust Barometer Online Survey in 28 Countries 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 General Online Population 7 years in 25+ countries Ages 18+ 1,150 respondents per country 500 respondents in Israel All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population 440 respondents in Israel Informed Public 10 years in 20+ countries Represents 15% of total global population 500 respondents in U.S., China; 200 in all other countries 60 in Israel 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 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+), half-sample global general online population +/- 0.8 (N=16,100). 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), Israel +/- 4.4 (N=500). Survey in Israel 2 years of data (2016 & 2018) 500 respondents total Israel fieldwork was conducted in 19th-27th December, 2017
  3. 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018
  4. 4. A Polarization of Trust
  5. 5. Source: 2018 Edelman Trust Barometer. TRU_INS. 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, 28-country global total. 5 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 43 43 67 65 53 53 64 64 53 53 -3 -1 0 0 Business MediaNGOs Government 0 0 +2 0 Informed Public General Population 20182017 Y-to-Y Change− +0
  6. 6. 53 46 35 26 50 47 39 28 Trust Remains Stable in Israel from 2016 to 2018 Source: 2018 Edelman Trust Barometer Israel Supplement 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] Base: Israel General Population (n=500) 6 Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2018 Business MediaNGOs Government 50% Neutral Trusted Distrusted 20182016 +3 +1 +4 +2 Y-to-Y Change− +0
  7. 7. Source: 2018 Edelman Trust Barometer Israel Supplement Q11-620. 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) Israel General Population (n=500) 7 Percent trust in the four institutions of government, business, media and NGOs, 2018 NGOs Government Media Business Gender and Age Impact Trust in Israel 50% 58% 43% 44% 47% 58% 52% 49% Total Male Female 18-24 25-34 35-44 45-54 55+ 39% 40% 38% 20% 27% 37% 56% 53% Total Male Female 18-24 25-34 35-44 45-54 55+ 28% 33% 24% 32% 30% 23% 26% 29% Total Male Female 18-24 25-34 35-44 45-54 55+ 47% 56% 38% 41% 50% 42% 51% 48% Total Male Female 18-24 25-34 35-44 45-54 55+
  8. 8. 24%believe the media is the institution that is currently undergoing the greatest change and upheaval Government Most Broken and Media in Flux - NGOs Felt to Offer Most Hope for the Future in Israel Source: 2018 Edelman Trust Barometer Israel Supplement Q4: Please indicate which institution – Government, Media, Business or NGOs – is best described by each of the following statements? (Top 4 Box, Trust) Israel General Population (n=500) 8 Percent who think the institutions of government, NGOs and media are best described by the following statements 58%believe government is the institution that is the most broken 30%believe NGOs are most likely to lead the country into a better future
  9. 9. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General population, 28-country global total, Source: 2018 Edelman Trust Barometer Israel Supplement 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] Base: Israel General Population (n=500) 9 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 countries are distrusters, up 1 from 2017 Israel Trust Index 41
  10. 10. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed public, 28-country global total. Source: 2018 Edelman Trust Barometer Israel Supplement 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] Base: Israel General Population (n=500) 10 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S. Israel Trust Index 46
  11. 11. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions (TRU_INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 11 Number of countries with extreme changes in their aggregate trust in the four institutions, 2013 to 2018 A World Moving Apart 2013 2014 2015 2016 2017 2018 # of countries with extreme Trust Gains # of countries with extreme Trust Losses + – 9 6 13 9 12 6 6 2 1 2 4 2
  12. 12. 27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3 -10 -10 -13 -13 -17 -17 -21 -37 China UAE S.Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina HongKong TheNetherlands Germany France U.K. Canada Singapore Australia Colombia India S.Africa Brazil Italy U.S. 16 countries with Typical Changes in Trust Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 12 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 The Polarization of Trust 6 countries with extreme Trust Gains 6 countries with extreme Trust Losses
  13. 13. Global Leaders Poles Apart
  14. 14. 58 58 47 4749 48 33 42 73 74 63 64 51 54 33 42 Source: 2018 Edelman Trust Barometer. TRU_INS. 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, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 14 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45 TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
  15. 15. Source: 2018 Edelman Trust Barometer. TRU_INS. 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) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters. 15 Percent trust in each institution, Trump vs. Clinton voters U.S. Trust in Media Diverges Along Voting Lines 47 57 35 27 54 47 35 61 Business MediaNGOs Government difference in trust in the media 34pt Trump Voters Clinton Voters 22-point decline since the election
  16. 16. Percent trust in each institution, and change from 2017 to 2018 73 81 86 7776 85 89 80 61 67 76 6566 74 84 71 Source: 2018 Edelman Trust Barometer. TRU_INS. 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, China. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China. 16 China Rising +5 +7 +8 +6 +3 +4 +3 +3 20182017 Business MediaNGOs Government 7-point increase Rose from 3rd place to 1st place General Population 4-point increase Rose from 2nd to 1st place Informed Public 83 TRUST INDEX 74TRUST INDEX Y-to-Y Change− +0
  17. 17. 17 Government Most Broken in the U.S. Which institution is the most broken? Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the following statements? General population, U.S. and China. Government 38% Business 59% Government NGOs ✓ ✓ Government Path to Better Future in China Which institution is most likely to lead to a better future? 68% % % % % % % 29%
  18. 18. In Search of Truth
  19. 19. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-country global total. 19 Percent who worry about false information or fake news being used as a weapon World Worried About Fake News as a Weapon Pope criticizes spread of fake news Fake news disrupts elections in South Africa Germany passes a law that fines social media companies for failing to delete fake news New laws designed to prevent fake news in Singapore worry about false information or fake news being used as a weapon 7 in 10 Canadian Conservative leader’s campaign manager roots out enemies using fake news Nearly 55-60 61-65 66-70 71-75 76-80 France Sweden Netherlands Canada Ireland Japan Germany Italy Singapore S. Africa UAE U.K. Australia Hong Kong Poland Turkey Brazil India Colombia Malaysia S. Korea U.S. China Russia Mexico Argentina Spain Indonesia
  20. 20. 43 30 31 32 32 32 33 33 34 35 35 39 39 40 42 42 43 43 43 44 45 47 48 49 52 55 56 61 68 71 Global28 Turkey Australia Japan Sweden U.K. France Ireland Poland Russia S.Africa Argentina Israel S.Korea Germany U.S. Brazil Colombia HongKong Spain Italy Malaysia Mexico Canada Singapore The Netherlands UAE India Indonesia China l lllllllllllllllllllllllllllll Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA 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 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. Source: 2018 Edelman Trust Barometer Israel Supplement 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] Base: Israel General Population (n=500) 20 Percent trust in media, and change from 2017 to 2018 Media Now Least Trusted Institution TrustNeutralDistrust Distrusted in 22 of 28 of countries Y-to-Y Change− +0 0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 N/A 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
  21. 21. 21 People Define “Media” As Both Content and Platforms What did you assume was meant by the phrase “media in general”? Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase “media in general”? General population, 28-country global total. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMS PUBLISHERS 25%48% SearchSocial 41% News Apps 23% Influencers 89% Journalists 40% Brands
  22. 22. Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 25-country global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 22 Percent trust in each source for general news and information, 2012 to 2018 While Trust in Platforms Declines, Trust in Journalism Rebounds Platforms -2 Journalism +5 Average trust in search engines and social media platforms Average trust in traditional and online-only media 54 52 54 51 56 54 59 53 50 53 54 54 53 51 2012 2013 2014 2015 2016 2017 2018 MEDIA | JOURNALISM | PLATFORMS
  23. 23. 33 33 35 36 37 40 40 42 43 46 47 47 48 49 51 53 53 54 54 55 58 62 62 64 68 68 71 73 Ireland Sweden Australia U.K. Japan France Germany U.S. Canada S.Africa Russia The Netherlands S.Korea HongKong Poland Italy Spain Argentina Singapore Turkey Malaysia Colombia UAE Brazil China Mexico Indonesia India Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7), question asked of half of the sample. General population, 28-country global total. Platforms is an average of search engines and social media. 23 Average trust in search engines and social media platforms, and change from 2017 to 2018 Trust in Platforms Decreased in 21 of 28 Countries 65% receive news through platforms such as social media feeds, search or news applications llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5 MEDIA | JOURNALISM | PLATFORMS Steepest decline in U.S. Y-to-Y Change− +0
  24. 24. Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, 28-country global total. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 24 Consumption How frequently do you consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed? Half Disengaged With the News 50% The Disengaged Consume news less than weekly 25% Consumers Consume news about weekly or more 25% Amplifiers Consume news about weekly or more AND share or post content more than weekly Amplification How often do you share or forward news items, or post opinions or other content? MEDIA | JOURNALISM | PLATFORMS
  25. 25. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-country global total. 25 Percent who agree that news organizations are overly focused on … Skeptical About News Organizations 66% are more concerned with attracting a big audience than reporting Attracting Large Audiences 59% support an ideology vs. informing the public Politics 65% sacrifice accuracy to be the first to break a story Breaking News MEDIA | JOURNALISM | PLATFORMS
  26. 26. Which is more believable? Social Media Content More Believable Than Traditional Media in Israel 26 Source: 2018 Edelman Trust Barometer Israel Supplement Q6_norm: You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. (Top 2 Box, Extremely Important) Israel General Population (n=500) 51% News from my social network 49% News from traditional media 56% What is said on social media 44% What is said on TV or in newspapers MEDIA | JOURNALISM | PLATFORMS
  27. 27. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-country global total. 27 Percent who agree that … Uncertainty Over Real vs. Fake News 63% The average person does not know how to tell good journalism from rumor or falsehoods 59% It is becoming harder to tell if a piece of news was produced by a respected media organization MEDIA | JOURNALISM | PLATFORMS
  28. 28. Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. General population, 28-country global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 28 Top three trust-building mandates for media, and percent who say the media is performing well or very well against them Media Failing to Meet Expectations Trust-Building Mandate Performance Score Guard information quality 36 Educate people on important issues 50 Inform good life decisions 45 % % % MEDIA | JOURNALISM | PLATFORMS
  29. 29. Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, 28-country global total. 29 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities Lack of Confidence in Media Undermining Trust and Truth I am not sure what is true and what is not Loss of Truth I do not know which politicians to trust Loss of Trust in Government Leaders I don't know which companies or brands to trust Loss of Trust in Business 59% 56% 42% MEDIA | JOURNALISM | PLATFORMS
  30. 30. Navigating a Polarized World
  31. 31. 63 61 54 50 50 47 46 44 41 39 35 Source: 2018 Edelman Trust Barometer. CRE_PPL. 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), question asked of half of the sample. General population, 28-country global total. 31 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018 Voices of Authority Regain Credibility +3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6 Person like yourself at all-time low − Y-to-Y Change+0 Technicalexpert Academicexpert Apersonlike yourself Financial industryanalyst Successful entrepreneur Employee NGO representative CEO Boardof directors Journalist Government official/regulator
  32. 32. Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-country global total. 32 Percent who agree and percent who say each is one of the most important expectations they have for a CEO Business Is Expected to Lead Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 60 64 68 69 For CEOs, building trust is job one 64% Their company is trusted Their products and services are high quality Business decisions reflect company values Profits and stock price increase
  33. 33. 72 57 57 60 60 62 64 65 66 68 68 71 71 71 71 72 72 72 73 74 75 76 79 80 81 82 83 86 90 Global28 Japan S.Korea Argentina France Turkey Russia Spain Ireland HongKong Poland Germany S.Africa Sweden U.K. Brazil Italy Malaysia Singapore Australia Canada UAE U.S. Mexico TheNetherlands China Colombia India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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. Note: 2016 data was taken from 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 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), question asked of half of the sample. General population, 28-country global total. 33 Percent trust in employer, and change from 2016 to 2018 Employers Trusted Around the World TrustNeutralDistrust l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13 Change, 2016 to 2018− +0
  34. 34. Responsiveness and Ethical Behaviour Primarily Drive Trust in Business Source: 2018 Edelman Trust Barometer Israel Supplement Q5: How important is each of the following attributes to building your trust in a company? 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” in a company. (Top 2 Box, Extremely Important) Israel General Population (n=500) 34 61% “Takes responsible actions to address an issue or a crisis.” 65% “Listens to customer needs and feedback.” 62% “Treats employees well.” Top drivers of trust in business, 2018
  35. 35. Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, 28-country global total. 35 Percent who agree that … Business Must Show Commitment to Long-Term 56% Companies that only think about themselves and their profits are bound to fail 60% CEOs are driven more by greed than a desire to make a positive difference in the world
  36. 36. 36 Percent trust in companies by industry sector and by their country of origin, and change from 2017 to 2018 Sector and Home Country Provide Context for Business Leadership Least Trusted Financial Services 54% CPG 60% Automotive 62% Most Trusted Canada 68% Switzerland 66% Sweden 65% Most Trusted Technology 75% Education 70% Professional Services 68% Least Trusted Mexico 32% India 32% Brazil 34% Sectors Countries of Origin Biggest Y-to-Y Changes Food and Beverage -4 Automotive -4 CPG -3 Biggest Y-to-Y Changes U.S. -5 U.K. -4 Sweden -3 Y-to-Y Change− +0 Source: 2018 Edelman Trust Barometer. TRU_IND. 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), industries asked of half of the sample. TRU_NAT. 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), countries asked of half of the sample. General Population, 28-country global total.
  37. 37. 69 64 63 60 59 59 58 55 54 54 53 53 53 50 41 75 63 66 68 62 60 66 62 62 70 62 67 63 54 63 Technology HealthCare Manufacturing Professionalservices Entertainment Consumerpackaged goods Retail Foodandbeverage Automotive Education Fashion Transportation Energy Financialservices Telecommunications Technology, Healthcare and Manufacturing are the Most Trusted Industries Source: 2018 Edelman Trust Barometer TRU_IND. 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), industries asked of half of the sample. General Population, 28-country global total. Source: 2018 Edelman Trust Barometer Israel Supplement Q3: 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). Israel General Population (n=500) 37 Percent trust in each industry, 2018 Global General Population Israel General Population
  38. 38. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-country global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution. Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix. 38 Trust-building mandates for business in countries with extreme or typical trust changes Business Must Address Market Dynamics Country Markets with Typical Changes in Trust Countries include Russia, Mexico, U.K., Japan Country markets with extreme Trust Gains Countries include China, UAE, South Korea Country markets with extreme Trust Losses Countries include U.S., India, Colombia, Brazil Protect Consumers Invest in Jobs Improve Quality of Life Innovate Ensure Competitive Workforce Promote Equal Opportunity Invest in Jobs Safeguard Privacy Provide for Future Generations Drive Economic Prosperity Protect Consumers Guard Information Quality Safeguard Privacy Innovate Drive Economic Prosperity
  39. 39. 39 Top trust-building mandates for each institution Each Institution Must Play its Role NGOs Protect the poor Call out abuses of power Create a sense of community Business Protect privacy Drive economic prosperity Provide jobs and training Government Drive economic prosperity Investigate corruption Protect the poor Media Guard information quality Educate, inform and entertain Protect privacy Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix.
  40. 40. Appendix I Media Types Definitions & Additional Data – Included Questions
  41. 41. Meaning of ‘Media in General’ Source: 2018 Edelman Trust Barometer Israel Supplement Q2: In the previous question, what did you assume was meant by the phrase “media in general”? Israel General Population (n=500) 41 General Population Newspapers, radio stations and TV news networks 88% Online-only news sources 36% News aggregator applications and platforms 31% Entertainment such as TV shows, movies, and online videos 29% Advertising 29% Social media sites like Facebook, Twitter, YouTube and Weibo 24% Company websites 18% Email newsletters 17% Blogs and personal websites 15% Messaging platforms such as Whatsapp, WeChat, Snapchat, and iMessage 15% Search engines 11% Podcasts 8% Other 1%
  42. 42. Trust in Industry Source: 2018 Edelman Trust Barometer Q3: 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). Israel General Population (n=500) 42 General Population Technology 69% Health Care 64% Manufacturing 63% Professional services (including accounting, consulting and legal firms) 60% Entertainment 59% Consumer packaged goods 59% Retail (including both stores with physical locations and online-only retailers) 58% Food and beverage 55% Automotive 54% Education 54% Fashion 53% Transportation 53% Energy 53% Financial services 50% Telecommunications 41%
  43. 43. Attitudes Toward Institutions Source: 2018 Edelman Trust Barometer Q4: Please indicate which institution – Government, Media, Business or NGOs – is best described by each of the following statements? Israel General Population (n=500) 43 The one that is the most broken General Population Government 58% Media 22% Non-governmental organisations (NGOs) 4% Business 2% Don’t know 15% The one most likely to lead this country into a better future General Population Non-governmental organisations (NGOs) 30% Government 23% Business 14% Media 8% Don’t know 24% The one currently undergoing the greatest change and upheaval General Population Media 24% Non-governmental organisations (NGOs) 17% Business 17% Government 8% Don’t know 33%
  44. 44. Drivers of Trust in Business Source: 2018 Edelman Trust Barometer Israel Supplement Q5: How important is each of the following attributes to building your trust in a company? 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” in a company. (Top 2 Box, Extremely Important) Israel General Population (n=500) 44 General Population Listens to customer needs and feedback 65% Treats employees well 62% Takes responsible actions to address an issue or a crisis 61% Offers high quality products or services 59% Places customers ahead of profits 54% Has ethical business practices 54% Has transparent and open business practices 53% Pays its fair share of taxes 49% Works to protect and improve the environment 46% Creates programs that positively impact the local community in which the company operates 44% Creates many new jobs 42% Communicates frequently and honestly on the state of its business 41% Addresses society’s needs in its everyday business 40% Is an innovator of new products, services or ideas 39% Has highly-regarded and widely admired top leadership 30% Ranks on a global list of top companies, such as “Best Companies to Work For” or “Most Admired Companies” 21%
  45. 45. Perceptions Toward Differing Communications Sources, Formats and Styles I Source: 2018 Edelman Trust Barometer Israel Supplement Q6: You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. Israel General Population (n=500) 45 Data and statistical analysis 44% The personal experiences of people you know 56% Human editors who choose the content I see 50% Search engines which choose the content I see 50% Individual people 66% Institutions and organizations 34% Information that has been leaked about a company 57% Press statements put out by that company 43% Media supported by advertising 27% Media supported by people who buy subscriptions 73% What is said on TV or in newspapers 44% What is said on social media 56% A long, detailed argument with lots of supporting data 59% A short communication that makes a simple point 41%
  46. 46. Perceptions Toward Differing Communications Sources, Formats and Styles II Source: 2018 Edelman Trust Barometer Israel Supplement Q6: You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. Israel General Population (n=500) 46 Words 38% Video 62% Someone who is speaking spontaneously without notes or preparation 77% Someone who is delivering a well-written and well-rehearsed speech 23% A professional journalist 46% A citizen reporting on what they have seen or heard 54% Artificial Intelligence 25% Human judgment 75% Information about a company communicated using advertising 22% Information about a company communicated on the company’s social media feeds 78% Consumer reviews of a product or service 66% An expert’s review of a product or service 34% News I get from traditional media sources 49% News I get from other people in my social network 51%

×