Edelman India - 2012 Trust Barometer - India Results

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Edelman India - 2012 Trust Barometer - India Results

  1. 1. 2012 EDELMAN TRUST BAROMETER INDIA RESULTS1 © Edelman, 2012. All rights reserved.
  2. 2. 2012 Edelman Trust Barometer – India Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED Twelfth annual study PUBLIC PUBLIC 25-64 PUBLIC 35-64 Online survey in 25 countries 30,000+ respondents Indicates Global Data 1,000 general population respondents per country APAC Indicates Asia Pacific Region Data Ages 18+ Indicates India 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** India 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. Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs3 © Edelman, 2012. All rights reserved.
  4. 4. 4 © Edelman, 2012. All rights reserved.
  5. 5. While nearly twice as many countries are now skeptics, India climbs to the“Trusters” category in 2012, with the fourth highest trust score globallyOnly market to move from neutral to positive 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 20125 © 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, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total7 © Edelman, 2012. All rights reserved.
  8. 8. In Asia Pacific, government the only institution to suffer decreased trust TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 64% 62% 2012 61% Informed Public 2012 54% General Public 51% 44% Government Business 63% 62% 64% 61% 53% 52% Media NGOs APAC 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) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong Kong and Malaysia)8 © Edelman, 2012. All rights reserved.
  9. 9. Though, in India, trust in all institutions, except media, remains stable; Double-digit rise in trust in media, reaching NGOs’ and business’ trust levels TRUST IN INSTITUTIONS – INDIA 70% 69% 61% 2011 Informed Public 53% 2012 Informed Public 2012 44% 43% General Public Government Business 70% 67% 60% 61% 55% 50% Media NGOs 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) General Population AND Informed Publics ages 25-64 in India9 © Edelman, 2012. All rights reserved.
  10. 10. India’s trust in NGOs, business and government remains stable over the past year; Trust in media sees record rise TRUST IN INSTITUTIONS – INDIA NGOs Media Business Government 80% 74% 73% 70% BUSINESS 70% 67% 67% 69% 65% 65% 68% 61% 59% 60% 55% 61% 61% 57% 49% 55% 50% 52% 52% GOVERNMENT 49% 45% 40% 43% 43% 41% 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 India10 © Edelman, 2012. All rights reserved.
  11. 11. Several mature economies see double-digit drops in business trust; Though trust in business in India remains steady and 4th highest in world 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 11 © Edelman, 2012. All rights reserved.
  12. 12. Industries fairly stable; technology, banks, automotive and telecommunications remain most trusted in India TRUST IN INDUSTRIES – INDIA 2011 2012 Technology 93% Technology 92% Banks 87% Banks 90% Telecommunications 86% Automotive 88% Automotive 85% Telecommunications 80% Pharmaceuticals 83% Energy 78% Energy 82% Consumer packaged goods 76% Food and beverage 77% Pharmaceuticals 75% - 8 Consumer packaged goods 71% Food and beverage 73% Financial services 71% Media 70% Media 62% Financial services 68% Brewing and spirits 56% Brewing and spirits 58%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 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 India12 © Edelman, 2012. All rights reserved.
  13. 13. Majority of countries now distrust government; trust in India is steady but only slightly above the 50 percent mark (significantly lower than China/Singapore) 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 13 © Edelman, 2012. All rights reserved.
  14. 14. Media only institution to see trust rise, driven in part by a significant increase in India (third highest market for media trust) 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 14 © Edelman, 2012. All rights reserved.
  15. 15. Global Diversification of Media TRUST IN INFORMATION SOURCES 2011 Informed Public 2012 Informed Public + 10% 29% 32% + 18% 22% 26% + 75 % + 23% 14% 16% 13% 8% 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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)15 © Edelman, 2012. All rights reserved.
  16. 16. Social Media experiences significant increase in India TRUST IN INFORMATION SOURCES – INDIA 2011 Informed Public 2012 Informed Public 46% 45% 43% 43% + 50% 37% 31% 29% 19% 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 India16 © Edelman, 2012. All rights reserved.
  17. 17. Trust in NGOs surges over time in India, along with China surpasses Western levels TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) U.S. UK/France/Germany China India 80% 75% 79% 70% 68% 65% 60% 55% 54% 52% 50% 48% 45% 48% 40% 35% 36% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 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 35-64 in U.S., UK/France/Germany, India and China17 © Edelman, 2012. All rights reserved.
  18. 18. 18 © Edelman, 2012. All rights reserved.
  19. 19. CEOs and government officials credibility plummets CREDIBLE SPOKESPEOPLE – GLOBAL 2011 2012 Academic or expert 70% Academic or expert 68% Technical expert in the company 64% Technical expert in the company 66% Financial or industry analyst 53% A person like yourself 65% CEO 50% Regular employee 50% NGO representative 47% NGO representative 50% A person like yourself 43% Financial or industry analyst 46% Government official or regulator 43% CEO 38% Regular employee 34% Government official or regulator 29% *Significant difference at the 95% confidence level vs. 2012 global 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 each 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region19 © Edelman, 2012. All rights reserved.
  20. 20. In India, credibility of “person like me” also climbs; while CEO credibility significantly decreases, returning to pre-2011 levels CREDIBLE SPOKESPEOPLE – INDIA 2011 2012 CEO 78% Academic or expert 80% + 18Technical expert in the company 74% Technical expert in the company 74% Academic or expert 62% A person like yourself 69% + 22 Financial or industry analyst 61% CEO 68% - 10 A person like yourself 47% Financial or industry analyst 68% Regular employee 45% Regular employee 59% + 14Government official or regulator 43% NGO representative 50% + 17 NGO representative 33% Government official or regulator 44%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 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 India 20 © Edelman, 2012. All rights reserved.
  21. 21. In India, CEO credibility falls to 2007-2010 levels but remains higher than other APAC markets CEO CREDIBILITY China India Japan South Korea 100% 90% 83% 80% 68% 70% 66% 60% 59% 60% 63% 60% 56% 53% 50% 44% 46% 51% 49% 45% 40% 37% 44% 46% 37% 41% 30% 34% 32% 33% 28% 20% 22% 10% 0% 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company 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 credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in China, India, Japan and South Korea21 © Edelman, 2012. All rights reserved.
  22. 22. India more likely than other Asia Pacific markets to trust government leaders less than business leaders to tell the truth Business Leaders Government Largest gaps between government and business leaders in Mexico, Brazil and India 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 22 © Edelman, 2012. All rights reserved.
  23. 23. In India, business not meeting public’s expectations on societal factors Smaller gap on operational factors Gap INDIA LISTENS TO CUSTOMER NEEDS AND FEEDBACK 64% - 18 Business 46% Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES 64% -8 Company Performance 56% PLACES CUSTOMERS AHEAD OF PROFITS 59% 41% - 18 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 58% - 14 44% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 57% - 14 43% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 56% - 15 41% HAS ETHICAL BUSINESS PRACTICES 56% - 11 45% TREATS EMPLOYEES WELL 56% - 15 41% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% - 14 BUSINESS 40% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 53% - 14 39% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 51% +3 54% 50% -8 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 42%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 48% - 11 IN WHICH THE COMPANY OPERATES 37% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 47% -2 45% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 45% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 51% +6PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 35% SOCIETAL ISSUES 32% -3 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 India (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 India23 © Edelman, 2012. All rights reserved.
  24. 24. Government not meeting public’s expectations on operational or societal GOVERNMENT IMPORTANCE VS. PERFORMANCE – INDIA Government Importance Government Performance Gap 63% -39 LISTENS TO CITIZENS NEEDS AND FEEDBACK 24% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 61% -35 COUNTRY 26% 60% -35 HAS TRANSPARENT AND OPEN PRACTICES 25% 60% -35 COMMUNICATES FREQUENTLY AND HONESTLY 25% 59% -33 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 26% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 55% -30 EMPLOYMENT OPPORTUNITIES 25%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 54% -30 LOCAL COMMUNITIES 24% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 40% ADDRESS SOCIETAL ISSUES -19 21% 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 India; 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 India 24 © Edelman, 2012. All rights reserved.
  25. 25. Despite lack of trust in government, calls for increased regulations; Nearly half in India think government does not regulate business enough % 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 25 © Edelman, 2012. All rights reserved.
  26. 26. Calls for greater protection and responsible behavior in India THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: India 30% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 29% PROTECT CONSUMERS from irresponsible business practices Business can address on its own 24% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 14% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 3% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 2% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, India - 22%) • Unethical business practices (Global - 28%, APAC - 31%, India - 38%) • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, India - 27%)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 India; Q131. Which of the following is the most important role that government should play in business? InformedPublics ages 25-64 in India 26 © Edelman, 2012. All rights reserved.
  27. 27. 27 © Edelman, 2012. All rights reserved.
  28. 28. 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 28 © Edelman, 2012. All rights reserved.
  29. 29. Business: from license to operate to license to lead GLOBAL CURRENT TRUST BUILDING FUTURE TRUSTAttributes that Correlate with Current Trust Most Important Attributes that Build Trust 47% TRUST BUSINESS 1) Listens to customer needs and feedback 1) Delivers consistent financial returns SOCIETAL ATTRIBUTES MORE IMPORTANT TO 1) High quality products or services 2) Innovator of new products BUILDING FUTURE 3) Treats employees well TRUST 3) Highly regarded, top leadership 4) Places customers ahead of profits 3) Ranks on a global list 4) Takes actions to address issue or crisis 6) Has ethical business practices 5) Partners with third parties 7) Has transparent and open business CURRENT TRUST 8) Communicates frequently and honestly DRIVEN BY OPERATIONAL ATTRIBUTES 9) Works to protect/ improve environment 10) Addresses societys needs 11) Positively impacts the local community 12) Innovator of new products Societal Operational 13) Highly regarded, top leadership 14) Delivers consistent financial returns 15) Ranks on a global list 16) Partners with third partiesQ11-14. [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 25 country global total; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scalewhere 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/ ExtremelyImportant) General Population in 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total 29 © Edelman, 2012. All rights reserved.
  30. 30. Business: from license to operate to license to lead INDIA CURRENT TRUST BUILDING FUTURE TRUSTAttributes that Correlate with Current Trust Most Important Attributes that Build Trust 61% TRUST BUSINESS 1) High quality products or services 1) Partners with third parties 1) Listens to customer needs and feedback 2) Listens to customer needs and feedback SOCIETAL ATTRIBUTES 3) Places customers ahead of profits MORE IMPORTANT TO 4) Works to protect/improve environment 3) Positively impacts the local community BUILDING FUTURE TRUST 5) Takes actions to address issue or crisis 4) Delivers consistent financial returns 6) Treats employees well CURRENT TRUST 6) Has ethical business practices DRIVEN BY OPERATIONAL 6) Has transparent and open business AND SOCIETAL ATTRIBUTES 9) Communicates frequently and honestly 10) Delivers consistent financial returns Societal 11) Innovator of new products Operational 12) Addresses societys needs 13) Positively impacts the local community 14) Highly regarded, top leadership 15) Ranks on a global list 16) Partners with third partiesQ11-14. [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 India; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one meansthat 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 India (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 30 © Edelman, 2012. All rights reserved.
  31. 31. 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 business31 © Edelman, 2012. All rights reserved.
  32. 32. 32 © Edelman, 2012. All rights reserved.

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