Trust2012 presentation en

467 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
467
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Trust2012 presentation en

  1. 1. Robert Phillips President & CEO, EMEA February 20121 © Edelman, 2012. All rights reserved.
  2. 2. EDELMAN TRUSTBAROMETER 2012GLOBAL HEADLINES• Government Suffers Steepest Trust Decline In Barometer History• Business Still Has It‟s Own Hurdles To Clear, Especially In Developed Markets; CEO Trust Significantly Down• Banks & Financial Services Remain Least Trusted; Technology Leads• NGOs Remain Most Trusted Institution Globally• Social Media Surges As Scepticism Rises• Business Can Earn License To Lead BUT New Trust Dynamics At Play
  3. 3. GLOBALLY, NGOS AND BUSINESS FALL TO 2009 TRUST LEVEL – GOVERNMENT RECORD DECLINE NGOs TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 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 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)3 © Edelman, 2012. All rights reserved.
  4. 4. EUROPE:THE CRUCIBLEOF TRUST• Trust in Eurozone Governments down 19 points to 27%; 7 out of 9 are Distrusted• Contagion Spreads to Business; France, Germany and Spain Suffer Dramatic Declines• UK Trust in Government Holds; But Significant Expectation Gap versus Delivery• Trust in CEOs & Regulators Falls Sharply; Big Rises for „Person Like Yourself‟ and Regular Employees• Other Big Trust Winners are Traditional Media Sources plus Social Media• Opportunity for Business to Lead: Profit + Purpose + Engagement
  5. 5. +18 adults IN S&P RECENT DOWNGRADE COUNTRIES, TRUST IN GOVERNMENT AND BUSINESS DROPS SHARPLY Government Business TRUST IN INSTITUTIONS 2011 55% Informed Public 2012 Informed Public 46% 2012 41% General Public 37% 27% 25% Downgrade countries (France, Italy, Spain) +18 +18 +18 +18 Government Business 54% 43% 42% 45% 40% 32% Non downgrade countries (UK, Germany, Netherlands, Ireland) +18 +18 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 downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)5 © Edelman, 2012. All rights reserved.
  6. 6. 6 © Edelman, 2012. All rights reserved.
  7. 7. RUSSIA IS NOT IMMUNE FROM FALLING GLOBAL TRUST SCORES – ESPECIALLY AMONG OLDER „INFORMED PUBLICS‟ NGOs Media TRUST IN INSTITUTIONS – RUSSIA Business Government 80% 70% 60% 50% 45% 46% 46% 42% BUSINESS 40% 40% 39% 40% 40% 43% 38% 36% 36% 39% 35% 38% 37% 29% 34% 28% 30% 32% 28% 27% 27% GOVERNMENT 23% 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 Russia7 © Edelman, 2012. All rights reserved.
  8. 8. IN RUSSIA, TRUST IN THREE OF FOUR INSTITUTIONS DECLINES OVERALL 2011 TRUST IN INSTITUTIONS - RUSSIA Informed Public 2012 Informed Public 2012 General Public 41% 41% 39% 32% 29% 26% Government Business 42% 37% 33% 32% 28% 28% 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 the European Union Region (excludes Russia)8 © Edelman, 2012. All rights reserved.
  9. 9. TRUST IN BUSINESS IN RUSSIA LOW BUT STABLE TRUST IN BUSINESS 2011 2011 Informed Public Informed Public EMEA 2012 2012 Informed Public Informed Public EMEA Trust Trust Steady Trust 81% 81% 78% 77% 74% 71% 70% 69% 67% 64% 65% 63% 61% 62% 56% 56% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 47% 48% 46% 46% 46% 44% 43% 44% 41% 41% 38% 34% 32% 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 9 © Edelman, 2012. All rights reserved.
  10. 10. GLOBAL CHALLENGES IN BUSINESS ARE ALSO REFLECTED AMONGTHE GENERAL POPULATION Gap 84% - 25RUSSIA OFFERS HIGH QUALITY PRODUCTS OR SERVICES 59% Business Importance LISTENS TO CUSTOMER NEEDS AND FEEDBACK 77% - 30 Company 47% Performance 64% HAS ETHICAL BUSINESS PRACTICES 32% - 32 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 60% - 10 50% PLACES CUSTOMERS AHEAD OF PROFITS 60% - 30 30% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 59% - 10 49% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 57% - 25 32% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% - 22 BUSINESS 33% TREATS EMPLOYEES WELL 55% - 30 25% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 54% - 25 29% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 53% - 26 27% 46% - 18 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 28%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 46% - 19 IN WHICH THE COMPANY OPERATES 27% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 37% - 9 28% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 34% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 39% +5PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 32% SOCIETAL ISSUES 19% - 13 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 Russia (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 Russia10 © Edelman, 2012. All rights reserved.
  11. 11. DESPITE LACK OF TRUST IN GOVERNMENT, CALLS FOR INCREASED REGULATIONS. THIS CONFIRMS THE CALL FOR BUSINESS TO BE SOCIALLY RESPONSIBLE % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 58% 54% 54% 53% EMEA50% 49% 51% 48% 48% 40% 40% 38% 36% 35% 34% 30% 30% 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 11 © Edelman, 2012. All rights reserved.
  12. 12. +18 adults HIGH LEVEL OF IMPORTANCE FOR SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS % WHO THINK IT IS IMPORTANT FOR A COMPANY TO BE INVOLVED IN SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS IN THEIR COUNTRY 86% 76% 76% 76% 76% 76% 74% 74% 72% 61% Italy Sweden Russia Germany Netherlands France Ireland Spain UK Poland Q128. & 129. How important is it for companies to take each of the following actions? Please use a nine-point scale where one means that it is not at all important for a company to take that action and nine means it is extremely important for a company to take that action. (Top 4 Box) General Population in Europe12 © Edelman, 2012. All rights reserved.
  13. 13. CREDIBILITY OF „PERSON LIKE ME‟ SURGES IN RUSSIA; CEO DECLINES CREDIBLE SPOKESPEOPLE – RUSSIA 2011 2012 Academic or expert 66% Academic or expert 81% + 15 Technical expert in the company 63% Technical expert in the company 73% + 10 CEO 58% A person like yourself 60% + 20 Financial or industry analyst 56% Financial or industry analyst 53% Government official or regulator 42% Regular employee 40% NGO representative 40% CEO 38% - 20 A person like yourself 40% NGO representative 28% - 12 Regular employee 39% Government official or regulator 18% - 24Q119-126. [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 Russia13 © Edelman, 2012. All rights reserved.
  14. 14. ONLINE SEARCH ENGINES AND SOCIAL MEDIA ARE NOW MORE TRUSTED THAN TRADITIONAL MEDIA 2011 Informed Public 2012 Informed Public - 11 20% 24% 21% -8 15% 12% 13% 9% 7% 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 Russia14 © Edelman, 2012. All rights reserved.
  15. 15. BUSINESS: THE PATH FORWARD BUSINESS COMPETENCE + SOCIETAL COMPETENCE + ENGAGEMENT BEHAVIOURS CURRENT TRUST BUILDING FUTURE TRUST 32% TRUST BUSINESS 1) High quality products or services 1) Ranks on a global list 2) Listens to customer needs and feedback 2) Highly regarded, top leadership 3) Has ethical business practices 3) Delivers consistent financial returns 4) Places customers ahead of profits 4) Innovator of new products RUSSIA 6) Addresses societys needs Societal 7) Takes actions to address issue or crisis Operational 8) Treats employees well 8) Communicates frequently and honestly 10) Works to protect/improve environment 11) Has transparent and open business 12) Positively impacts the local community 12) 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 nottrust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Russia; Q52-69. How important is each of the following actions to building yourTRUST 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 acompany. (Top 2 Box, Very/ Extremely Important) General Population in Russia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population15 © Edelman, 2012. All rights reserved.
  16. 16. TO EARN LICENSE TO LEAD BUSINESSES ARE EXPECTED TO MEET A “THREE-DIMENSIONAL” CHALLENGE • Profit - Business competence - the ability to deliver great products and services; to innovate; and to make money Profit • Purpose - Social imperatives - treating employees well; protecting the environment; being a force for good in Purpose society • Engagement - Behaviors we characterize as Public Engagement – transparency; honest Engagement & frequent communications; active partnerships for common good16 © Edelman, 2012. All rights reserved.
  17. 17. 17 © Edelman, 2012. All rights reserved.

×