2011 Trust Barometer India_Deck - Edelman India

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2011 Trust Barometer India_Deck - Edelman India

  1. 1. 2011 Edelman Trust BarometerFebruary 3, 2011India findings
  2. 2. Edelman Trust Barometer at a glanceEleventh annual study, 5th annual study in India since 20075,075 people in 23 countries of which 200 in IndiaAges 25 to 64College-educatedIn top 25% of household income per age groupin each countryReport significant media consumption and engagementin business news and public policyAPAC Select Countries: India, China, Japan, South Korea, Indonesia,Singapore, Australia (China N=375 aged 25-64; All others N=200 aged 25-64) 2
  3. 3. The Edelman Trust Barometer in retrospect 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 NGOs 3
  4. 4. 2010 Year in review
  5. 5. State of TrustShifting center of gravity
  6. 6. Globally, trust increases in all institutions Trust in Institutions – Global 2010 2011 100% 90% +4 +2 80% +5 +4 70% 61% 60% 57% 56% 54% 52% 49% 50% 47% 45% 40% 30% 20% 10% 0% NGOs Business Government MediaA7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what isright. On 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, howmuch do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 7
  7. 7. Informed publics in India have most trust in business and least trust in government Trust in Institutions Global Asia Pacific India 100% 90% 80% 70% 70% 64% 62% 62% 61% 61% 61% 60% 58% 54% 51% 50% 50% 44% 40% 30% 20% 10% 0% NGOs Business Government MediaA7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scalewhere one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] todo what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, Asia Pacific and India 8
  8. 8. Trust in business stable in India Trust in Business (2010 – 2011) 2010 2011 100% +16 Trusters Neutral Distrusters 90% 80% 80% +2 -8 70% 70% 67% 67% 64% 63% 62% 61% 61% 58% 57% 53% 60% 54% 56% 54% 54% 50% 46% 47% 45% 46% 40% 30% 20% 10% 0% Global APAC US Indonesia India Singapore China Australia Japan South KoreaA9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what isright. On 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, how much doyou trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 9
  9. 9. Of all APAC countries, India least trusting of government Trust in Government (2010 – 2011) 2010 2011 100% +14 Trusters Neutral Distrusters 88% 90% +5 84% 80% 74% 77% +5 -6 70% 64% 62% 62% +11 59% 60% 52% 52% 51% 50% 50% 50% 47% 46% 42% 43% 44% 40% 41% 40% 30% 20% 10% 0% Global APAC US China Singapore Indonesia Australia Japan South India KoreaA7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institutionto do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREATDEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 10
  10. 10. Half in India trust media Trust in Media (2010 – 2011) 2010 2011 Trusters +11 100% +17 Neutral Distrusters 90% 86% +7 80% 80% 75% +4 70% 63% 63% +12 61% 60% - 11 59% 58% 54% 53% 49% 49% 50% 48% 50% 45% 38% 36% 40% 32% 30% 30% 27% 20% 10% 0% Global APAC US Indonesia China Singapore South India Japan Australia KoreaA8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institutionto do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREATDEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 11
  11. 11. India more trusting of business than NGOs, in contrast to most other APAC countries where trust is equal or NGOs are more trusted Trust in Business and NGOs 100% Business NGOs 90% 80% 80% 70% 70% 66% 67% 65% 64% 62% 61% 62% 61% 61% 63% 62% 58% 60% 55% 54% 53% 51% 50% 46% 46% 40% 30% 20% 10% 0% Global APAC US Indonesia India Singapore China Australia Japan South KoreaA7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Ona 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much doyou trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries 12
  12. 12. Trust in NGOs has risen over time Trust in NGOs Informed Publics ages 35-64 US UK/FR/GER India China 70% 65% 60% 59% 55% 55% 53% 52% 53% 50% 48% 45% 40% 36% 35% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST thatinstitution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEMA GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China 13
  13. 13. Trust Index 2009 – 2011: Despite relatively stable trust composite score, other APAC countries move ahead of India in Trust Index ranking 2009 2011 China 61 Brazil 80 Brazil 58 Indonesia 74 India 58 China 73 Indonesia 58 Singapore 67 Global 49 India 56 Japan 49 Global 55 Australia 47 S. Korea 53 S. Korea 45 Australia 51 UK 42 Japan 51 Germany 42 France 50 France 41 Germany 44 US 36 US 42 Singapore N/A UK 40Composite score is an average of a country’s trust in all four institutionsAges 25-64 (Global excludes Singapore, UAE and Argentina) 14
  14. 14. In U.S., 2011 decline mirrors 2008-2009 drop Only country to see across-the-board fall Trust in Institutions – U.S. Informed Publics ages 25-64 Business Government Media NGOs 80% 70% 63% 63% 60% 59% Worldwide 54% Financial Crisis 55% 50% 45% 46% 46% 46% 43% 40% 36% 40% 38% 31% 30% 30% 27% 20% 2008 2009 2010 2011A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.On 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, how muchdo you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S. 15
  15. 15. Companies headquartered in India, South Korea, and China among least trusted, despite rise in trust Most Trusted National Identity for Companies – Global 2010 2011 Trusted HQ Countries Distrusted HQ Countries 100% 90% +3 80% 75% 76% 76% 75% 76% 73% 71% 73% 69% 69% 69% 69% 68% 64% 65% 70% 61% 63% +3 +4 60% +5 +5 50% 50% 50% 44% 42% 40% 39% 39% 40% 36% 34% 35% 30% 30% 20% 10% N/A N/A 0%A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companiesheadquartered in the following countries to do what is right. Use the same 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine meansthat you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 16
  16. 16. Five of the seven emerging markets trust companies headquartered in India; no developed markets have majority trust in companies in India Trust in Companies Headquartered in India +8 100% 90% 86% +13 80% +15 +17 71% 70% 65% +13 60% +13 +3 60% 56% - 10 + 12 -6 +17 50% 47% 46% 45% 44% 44% 42% 43% 39% 38% 38% 38% 40% 37% 34% 31% 30% 29% 30% 27% 25% 24% 20% 10% 0%A13-29. [India TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUSTglobal companies headquartered in the following countries to do what is right. Use the same 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 20 countries (excludesSingapore, UAE and Argentina) 17
  17. 17. BRIC strategy to target emerging economies producing results Slight image improvement in West Trust in Companies Headquartered in BRIC +15 Brazil HQs Russia HQs India HQs China HQs100% 100% +32 100% 100% + 21 + 3290% 86% 90% +12 90% +13 +15 90% 80% +1780% 80% 80% + 15 74% +17 +16 70%70% 65% 70% 70% 65% 70% +33 62% 60% +2060% 60% 60% 56% -6 60% 53% +14 +1550% 44% 50% 43% 50% 50% 45% 40% -6 40% 37%40% 33% 40% -7 40% 30% 28% 27% 30%30% 30% 30%20% 20% 13% 20% 20% 15%10% 10% 10% 10% 0% 0% 0% 0% A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. 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) Informed publics ages 25-64 18
  18. 18. Trust in pharmaceuticals, energy and biotech increased over the past year; All industries trusted by a majority of Indian informed publics Trust in Industries – India +8 2010 2011 100% +14 93% 88% 87% +9 90% 86% 85% 82% 83% 82% 79% 78% 77% 80% 75% 74% 74% 70% 71% 71% 70% 68% 66% 70% 62% 63% 63% 62% 59% 58% 62% 56% 60% 50% 40% 30% 20% 10% N/A N/A N/A N/A 0% *Note Wording Changes from 2010: - Media asked as Media Companies - Consumer Packaged Goods asked as Consumer Packaged Goods Manufacturers - Food and Beverage asked as FoodA30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of thefollowing industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine meansthat you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in India. 19
  19. 19. Banks are second most trusted industry in India… and second to last trusted globally Asia Trust in Industries Pacific Technology 81% 87% 93% #1 Automotive 69% 77% 85% Telecommunications 68% 78% 86% #3 Food and beverage 66% 66% 77% Biotech 65% 67% 74% Retail 65% 71% 74% Entertainment 63% 67% 78% Pharmaceuticals 63% 72% 83% Energy 62% 68% 82% Consumer packaged goods 59% 59% 71% OTC personal health care products 57% 61% 62% Brewing and spirits 57% 54% 56% Media 54% 64% 62% Insurance 52% 65% 70% Banks 51% 75% 87% #2 Financial services 50% 66% 71% Significant at 95% confidence levelA30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the compared to globalfollowing industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine meansthat you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries, APAC and India 20
  20. 20. Since financial crisis, trust in banks takes big hit in the West Reverse is true in India, China, Japan Trust in Banks +12 2008 2011 100% 90% 87% +10 +21 - 46 90% 83% 80% 78% - 10 71% 69% 71% 70% +12 - 21 - 30 61% 60% 54% 52% 48% 50% 44% 44% 46% - 20 40% 40% 30% 25% 26% 23% 20% 16% 10% 6% 0% China India Japan Brazil France Russia US Germany UK Ireland**Note: Data for 2009/ 2011 displayed 2010-2011 Drops: -8 -9 -22A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in eachof the following industries to do what is right. Again, please use a nine-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) Informed publics ages 25-64 21
  21. 21. As in Indonesia and China, banks strongly trusted in India Trust in Banks +7 2010 2011 100% 92% 90% - 11 87% 90% 84% 83% 82% +18 80% 75% 71% 69% 71% 70% 64% 60% 53% 50% 40% 37% 33% 30% 20% 10% 0% Indonesia China India Japan Singapore South Korea AustraliaA30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in eachof the following industries to do what is right. Again, please use a nine-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) Informed publics ages 25-64 22
  22. 22. Business and Society Toward shared value
  23. 23. Quality, transparency, employee treatment, honest communication and trust most important reputation factors in India Asia Reputation Factors Pacific Offers high quality products or services 69% 72% 82% #1 Has transparent and honest business practices 65% 62% 76% #2 Is a company I can trust 65% 58% 72% #4 Treats employees well 63% 62% 73% #3 Prices its brands fairly and competitively 55% 63% 57% Communicates frequently and honestly on the state of its business 55% 54% 73% #3 Is a good corporate citizen 51% 53% 69% Is an innovator of new products, services or ideas 46% 50% 65% Has highly-regarded and widely admired top leadership 39% 38% 68% Delivers consistent financial returns to investors 39% 45% 67% Significant at 95% confidence levelB72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one compared to globalmeans that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How importantis this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/Extremely Important) Informed Publics ages 25-64 in 23 countries, APAC and India 24
  24. 24. Majority in India agree with Milton Friedman’s assertion that ―the social responsibility of business is to increase its profits‖ Milton Friedman: “The social responsibility of business is to increase its profits” % who agree 100% 90% 84% 80% 72% 70% 70% 70% 64% 60% 60% 57% 57% 56% 55% 52% 50% 49% 48% 50% 44% 44% 43% 43% 39% 37% 40% 35% 33% 30% 30% 20% 10% 0%G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quotefrom Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64in 23 countries 25
  25. 25. Yet, seven in ten agree that business must align with society’s interests in creating shareholder value Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value 100% 91% 89% 89% 89% 90% 85% 85% 85% 82% 81% 81% 80% 79% 78% 78% 80% 74% 73% 72% 71% 71% 70% 67% 63% 62% 60% 55% 50% 40% 30% 20% 10% 0%G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way inwhich they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’sinterests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries 26
  26. 26. And six out of ten believe government needs to step in to ensure business behaves responsibly Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner 100% 90% 82% 82% 80% 74% 73% 70% 69% 70% 67% 66% 63% 63% 62% 61% 61% 58% 57% 56% 60% 53% 53% 50% 49% 48% 50% 44% 42% 40% 30% 20% 10% 0%G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible mannerOR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publicsages 25-64 in 23 countries 27
  27. 27. Roadmap to TrustA new way forward
  28. 28. Credibility of CEO as a source of information about a company rises in India Credible Spokespeople – India 2010 2011 100% +20 90% 80% 78% 74% 70% 62% 62% 61% 60% 58% 58% 50% 50% 47% 46% 45% 43% 40% 38% 33% 31% 30% 20% 10% N/A 0% CEO Technical An academic A financial or Person like Regular Government NGO expert within or expert industry yourself employee official representative the company analystD104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that 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 India. 29
  29. 29. CEO credibility higher in India than in other APAC countries Credible Spokespeople – CEO APAC 100% +20 2010 2011 90% +7 78% +14 +13 80% +10 70% 67% 66% +11 63% 58% 58% 58% 60% 51% 53% 53% 50% 50% 50% 50% 49% 50% 45% 40% 38% 40% 34% 31% 30% 20% 10% 0% Global APAC US India Japan South Singapore China Indonesia Australia KoreaD104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that 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 (Global excludes Singapore, UAE and Argentina) 30
  30. 30. CEO takes top spot as most credible source of information about a company Credible Spokespeople – India 2010 2011 An academic or expert 62% CEO 78% Technical expert within the 74% A financial or industry analyst 58% company An academic or expert 62% CEO 58% A financial or industry analyst 61% Person like yourself 50% Person like yourself 47% Regular employee 46% Regular employee 45% Government official 38% Government official 43% NGO representative 31% NGO representative 33%D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that 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 India. 31
  31. 31. In crisis situations, people want to hear from multiple voices but the company must lead the charge India Trusted spokesperson Preferred spokesperson Preferred spokesperson when the during a company crisis during a product recall local community has been damaged 50% 50% 50% 44% 40% 40% 40% 40% 32% 31% 30% 30% 30% 20% 20% 20% 19% 20% 15% 15% 14% 12% 11% 10% 11% 10% 10% 10% 5% 6% 10% 3% 4% 0% 0% 0%D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information aboutthat crisis. Informed Publics ages 25-64 in India.D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64in India.D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from aboutthat damage? Informed Publics ages 25-64 in India. 32
  32. 32. During a product recall, informed publics want to hear from a company’s technical expert followed by the CEO Who Informed Publics Want to Hear from During a Product Recall US APAC India 60% 60% 60% 50% 50% 50% 44% 42% 40% 40% 40% 35% 33% 32% 30% 30% 26% 30% 20% 18% 20% 20% 13% 10% 10% 10% 7% 10% 6% 10% 6% 5% 5% 4% 2% 3% 0% 0% 0%D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from aboutthat recall? Informed Publics ages 25-64 in U.S., APAC and India 33
  33. 33. When a company damages the local community, people want to hear from various voices inside and outside the company Who Informed Publics Want to Hear from When the Local Community Has Been Damaged US APAC India 50% 47% 50% 50% 40% 40% 40% 34% 31% 30% 30% 30% 24% 22% 19% 20% 20% 20% 15% 15% 14% 13% 10% 10% 10% 11% 10% 10% 7% 10% 10% 6% 2% 0% 0% 0%D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person doyou want to hear information from about that damage? Informed Publics ages 25-64 in U.S., APAC and India 34
  34. 34. Search engines, newspapers, corporate communications and magazines the most trusted sources for company information Trusted Information Sources – Trust a Great Deal APAC Television or television news 41% 40% Traditional Newspapers 40% 54% #2 Radio or radio news 28% 27% Magazines or business magazines 23% 49% #4 Online search engines 25% sources Multiple Online 58% #1 News/RSS feeds 18% 28% Content-sharing sites, such as YouTube 10% 21% Social Media Social networking sites 10% 23% Blogs 8% 16% Microblogging sites, such as Twitter 7% 16% Corporate Corporate communications such as press releases 24% 51% #3 Corporate/product advertising 11% 23% Significant at 95% confidence levelH125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and India. 35
  35. 35. Search engines first source people go for news about a company Online news, including traditional outlets, second stop Where Informed Publics go for company news and information First Source Second Source APAC APAC Online search engine 29% 30% Online news sources 23% 27% Are these the same types of sources you consult first for information 23% Print 16% about a business crisis? Online news sources 19% (newspapers/magazines) 17% Global Print 12% 15% Online search engine 16% 17%(newspapers/magazines) No, 12% Broadcast (radio/TV) 12% 16% Broadcast (radio/TV) 14% 15% Company website 11% 11% Company website 11% 10% Yes, 88% Friends and family 7% 4% Friends and family 10% 7% APAC Social media 5% 5% Social media 7% 8% Yes: 89% No: 10% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC 36
  36. 36. Informed publics in India go to trusted sources first for news and information about companies Where Informed Publics go for company news and information – India First Source Second Source Are these the same types of sources you consult first for information Print about a business crisis? Online search engine 28% (newspapers/magazines) 23% Company website 27% Online search engine 21% No, 10% Print Online news sources 18% (newspapers/magazines) 16% Online news sources 13% Company website 17% Yes, 90% Broadcast (radio/TV) 8% Broadcast (radio/TV) 10% Social media 5% Social media 6% Friends and family 2% Friends and family 5% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one typeof information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking forgeneral news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for informationabout a business crisis? Informed Publics ages 25-64 in India. 37
  37. 37. Strong media brands rise to the top Most relied on source for company information (unaided) U.S. U.K. China India Information Sources Information Sources Information Sources Information Sources 1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 37% 2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Economic Times 20% 3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Times of India 18% 4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. NDTV 18% 5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. The Hindu 12% 6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. CNN 12% 7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. CNBC 11% 8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Business Today 10% 9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. BBC 7% 10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. India Today 4%I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64in the U.S., the U.K., China and India 38
  38. 38. Informed publics need information from multiple sources, multiple voices And need to hear it 3-5 times to believe it India Ten or more times (10+), 5% Once (1), 4% Twice (2), 14% Six to Nine times (6-9), 29% Three times (3), 15% 3-5 times Four or Five times (4 - 49% 5), 33%H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please give me a number.Informed publics ages 25-64 in India. 39
  39. 39. India the only country in APAC to become more skeptical of information they hear about companies India - 2009 Once Twice 3 times 4-5 times 6-9 10+ Don’t know 2009 9% 17% 29% 24% 9% 6% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Need to hear something 3+ times to believe it: 68% India - 2011 Once Twice 3 times 4-5 times 6-9 10+ Don’t know 2011 4% 14% 15% 33% 29% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Need to hear something 3+ times to believe it: 82%H137. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in generaldo you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.Informed publics ages 25-64 in India 40
  40. 40. The Benefits of Trust
  41. 41. Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – India Distrusted Companies _+ Trusted Companies 68% 90% Refused to buy products/services Chose to buy products/services 52% 81% Criticized them to a friend/colleague Recommended them to a friend/colleague 63% Paid more for products/services 29% 61% Shared negative opinions online Shared positive opinions online 24% 50% Sold shares Bought sharesF118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Pleaseanswer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in India.F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in India. 42
  42. 42. Trust protects reputation India When a company is distrusted When a company is trusted 37% will believe negative information after hearing it 1-2 times 34% will believe positive information will believe positive information after 24% after hearing it 1-2 times 12% hearing it 1-2 times will believe negative information after hearing it 1-2 times-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in India.-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) aboutthat company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in India. 43
  43. 43. ConclusionsBusiness must align profit and purpose for social benefitCurrent media landscape plus increasedskepticism requires multiple voices and channelsDemand for authority and accountability set newexpectations for corporate leadershipTrust is a protective agent and leads to tangible benefitsand sales; lack of trust is barrier to change 44
  44. 44. The Transformation of Trust Old Trust Framework New Trust Architecture Control InformationProtect the Brand Stand Alone WHAT Focus Solely on Profit Profit With Purpose 45

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