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2012 trust barometer indonesia results

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2012 trust barometer indonesia results

  1. 1. 1 © Edelman, 2012. All rights reserved.2012EDELMAN TRUST BAROMETERINDONESIA RESULTSFEBRUARY 6, 2012
  2. 2. 2 © Edelman, 2012. All rights reserved.2012 Edelman Trust Barometer – Indonesia FindingsMETHODOLOGY OVERVIEWTwelfth annual study, fourth in IndonesiaOnline survey in 25 countries30,000+ respondents1,000 general population respondents per countryAges 18+Oversample of informed publics*500 respondents in U.S. and China and 200 in all other countriesAges 25-64 (Trending data among Ages 35-64)College-educatedIn top 25% of household income per age group ineach countryReport significant media consumption andengagement in business news and public policyGENERALPUBLICINFORMEDPUBLIC25-64INFORMEDPUBLIC35-64Asia Pacific (APAC) select countries:India, China, Japan, South Korea, Indonesia, Singapore,Australia, Hong Kong and MalaysiaIndicates Global DataAPAC Indicates Asia PacificRegion DataIndonesia sample:1,000 general population respondents& an oversample of 200 Informed PublicsIndicates IndonesiaData
  3. 3. 3 © Edelman, 2012. All rights reserved.Edelman Trust Barometer in retrospectRising Influence of NGOs2001Fall of the celebrity CEO2002Earned media more credible than advertising2003U.S. companies in Europe suffer trust discount2004Trust shifts from “authorities” to peers2005“A person like me” emerges as credible spokesperson2006Business more trusted than government and media2007Young influencers have more trust in business2008Business must partner with government toregain trust2009Trust is now an essential line of business2010Rise of authority figures2011 2011: Business must align profit with purpose2010: Transparency key driver of trust2009: Business must partner with governmentto regain trustIndonesia findings
  4. 4. 4 © Edelman, 2012. All rights reserved.THE STATE OFTRUST
  5. 5. 5 © Edelman, 2012. All rights reserved.TRUSTERSNEUTRALDISTRUSTERSGLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 3920122011>Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 23 country global total in 2011 and (across 25 countries in 2012)Despite some drop in trust, Indonesia remains in the “Trusters” category
  6. 6. 6 © Edelman, 2012. All rights reserved.TRUST IN INSTITUTIONS – INDONESIAQ: 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 atall” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in IndonesiaIndonesiaAPACIndonesian trust in business and media high and steady80% 78%40%53%62% 60%54%65%53% 54%46%60%Media Business Government NGOsGlobal
  7. 7. 7 © Edelman, 2012. All rights reserved.50%TRUST IN MEDIAQ: 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 atall” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 countries in 2011 and 25 countries in 20122011Informed Public2012Informed PublicTrustTrust SteadyTrustN/A N/AMedia only institution to see trust rise globally; Indonesia trust levelsremain stable49% 50%27%22%45%32%45%59%37% 37%46%80%67%38% 37%45%53%86%69%53%60%72% 73%48%52%70%45%37%57%43%54%65%42%38%46%79%65%35%33%41%48%80%61%45%49%61% 61%36%65%47%
  8. 8. 8 © Edelman, 2012. All rights reserved.Indonesian trust in business ranks highest out of 25 countriesTRUST IN BUSINESSQ: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trustthem at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and across 25 countries in 2012N/A N/ATrustTrust Trust Steady50%2011Informed Public2012Informed Public56%61%50%46%54%44%52%41%70%67%64%80%46%81%44%63%53%74%78%46%52%81%48%53%53%71%56%50%57%46%54%41%69%66%62%78%43%77%38%57%47%65%67%31%34%63%28%32%65%47%
  9. 9. 9 © Edelman, 2012. All rights reserved.2012Q16-26. [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 IndonesiaTRUST IN INDUSTRIES – INDONESIA, APAC AND GLOBAL87%86%85%81%79%76%76%75%73%71%85%68%77%66%63%62%66%68%66%65%80%50%67%66%52%48%58%62%63%56%TechnologyBanksAutomotiveFood and beverageMediaFinancial servicesPharmaceuticalsTelecommunicationsConsumer packaged goodsEnergyIn Indonesia, trust in nearly all industries remains high compared to APACand globalIndonesiaAPACGlobal-17%-19%-19%
  10. 10. 10 © Edelman, 2012. All rights reserved.Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scalewhere one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in China, SouthKorea, Indonesia, Malaysia & SingaporeTRUST IN BANKSOver time, trust in banks steady and high in Indonesia84%85% 88% 82%51%76%55%38%84%88% 89% 88%77%69%67%66%0%10%20%30%40%50%60%70%80%90%100%2009 2010 2011 2012ChinaSouthKoreaIndonesiaMalaysiaSingapore
  11. 11. 11 © Edelman, 2012. All rights reserved.Once (1), 1%Twice (2), 12%Three times (3), 35%Four or Five times (4 - 5),26%Six to Nine times (6-9),8%Ten or more times (10+),17%Three to Five times61%Q: Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to somethingabout a specific company to believe that the information is likely to be true? Please enter the number of times below. Informed publics ages 25-64 in IndonesiaNUMBER OF TIMES NEEDED TO HEAR INFORMATION – INDONESIAIn Indonesia, skepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
  12. 12. 12 © Edelman, 2012. All rights reserved.29%23%8%23%44%31%18%23%2011Informed Public2012Informed Public+ 15+ 10Q: 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 asa source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in IndonesiaTRUST IN INFORMATION SOURCES – INDONESIAONLINE MULTIPLESOURCESTRADITIONAL SOCIAL MEDIA CORPORATEFor corporate information, trust in traditional and social media rises
  13. 13. 13 © Edelman, 2012. All rights reserved.50%TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)Q: 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 atall” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and 25 countries in 20122011Informed Public2012Informed PublicTrustTrust SteadyTrustN/A N/ANGOs globally most trusted institution, despite some drops (includingIndonesia)61%63%61% 62%70% 70%51%55%58%65% 64%53%56%72% 72%85%55%60%53%66%72%42%51%80%58%79%67% 67%75% 74%54%58%60%65%64%53%55%66% 66%78%48%51%41%53%59%28%30%49%70%68%
  14. 14. 14 © Edelman, 2012. All rights reserved.BUSINESSGOVERNMENTDYNAMIC
  15. 15. 15 © Edelman, 2012. All rights reserved.64%58%52%50%41%26%12%Technical expert in the companyAcademic or expertFinancial or industry analystCEOA person like yourselfNGO representativeRegular employee73%71%70%57%47%33%30%Academic or expertTechnical expert in the companyA person like yourselfFinancial or industry analystCEONGO representativeRegular employeeCREDIBLE SPOKESPEOPLE – INDONESIA20122011Q: 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 informationbe--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Indonesia+ 15+ 29+ 18Academics, peers and regular employees gain credibility
  16. 16. 16 © Edelman, 2012. All rights reserved.35%36%37%62%38%37%49%50%69%70%70%72%72%72%74%75%PLACES CUSTOMERS AHEAD OF PROFITSHAS TRANSPARENT AND OPEN BUSINESS PRACTICESWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTOFFERS HIGH QUALITY PRODUCTS OR SERVICESTREATS EMPLOYEES WELLTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISISHAS ETHICAL BUSINESS PRACTICESLISTENS TO CUSTOMER NEEDS AND FEEDBACK- 25- 25- 35- 34- 10- 33- 34- 34Business not meeting public’s expectations in IndonesiaGapQ: 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 Indonesia (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 areperforming “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in IndonesiaINDONESIABusinessImportanceCompanyPerformance-31%-19%-37%-36%-34%-29%-33%-26%
  17. 17. 17 © Edelman, 2012. All rights reserved.26%49%24%32%52%34%38%38%34%41%43%46%58%66%67%68%HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPRANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BESTCOMPANIES TO WORK FOR OR MOST ADMIRED COMPANIESPARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TOADDRESS SOCIETAL ISSUESDELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OFITS BUSINESSADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESSCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCALCOMMUNITY IN WHICH THE COMPANY OPERATES- 30- 29- 32- 6- 14- 19+ 8- 8Business not meeting public’s expectations in IndonesiaGapQ: 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 Indonesia (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 areperforming “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in IndonesiaINDONESIABusinessImportanceCompanyPerformance-31%-20%-23%-5%-12%-16%-17%-7%
  18. 18. 18 © Edelman, 2012. All rights reserved.Q: Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in IndonesiaREGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly19%Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries6%GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis2%BUILD INFRASTRUCTURE that promotes and facilitates business opportunities44%Government SHOULD NOT PLAY A ROLE in business1%PROTECT CONSUMERS from irresponsible business practices30%IndonesiaTHINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:In Indonesia, calls for infrastructure, greater protection andresponsible behavior19%31%25%16%4%4%Global
  19. 19. 19 © Edelman, 2012. All rights reserved.THE PATHFORWARD
  20. 20. 20 © Edelman, 2012. All rights reserved.INDONESIAQ11-14. [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 Indonesia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where onemeans that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)General Population in Indonesia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population1) Has ethical business practices2) Innovator of new products2) Ranks on a global list4) Delivers consistent financial returns1) Listens to customer needs and feedback2) Has ethical business practices3) High quality products or services3) Treats employees well3) Takes actions to address issue or crisis6) Has transparent and open business6) Works to protect/improve environment8) Places customers ahead of profits9) Positively impacts the local community10) Addresses societys needs11) Communicates frequently and honestly12) Innovator of new products13) Delivers consistent financial returns14) Partners with third parties15) Ranks on a global list16) Highly regarded, top leadershipBusiness: from license to operate to license to leadCURRENT TRUST BUILDING FUTURE TRUSTSocietalOperationalCURRENT TRUSTDRIVEN BY OPERATIONALATTRIBUTESSOCIETAL ATTRIBUTESMORE IMPORTANT TOBUILDING FUTURETRUSTAttributes that Correlate with Current Trust Most Important Attributes that Build Trust
  21. 21. 21 © Edelman, 2012. All rights reserved.

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