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.

Edelman Trust Barometer 2016 - Argentina

1,537 views

Published on

Los niveles relativos de confianza en las instituciones individuales han subido y han caído. Ya desde el 2005, identificamos el crecimiento de la influencia de los pares, con “una persona como yo” estableciéndose como un vocero en el 2006, antes de que Facebook fuera muy conocido.
El año pasado observamos el papel esencial de la confianza en la innovación. Este año observamos algo nuevo: la creciente desigualdad de la confianza.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Edelman Trust Barometer 2016 - Argentina

  1. 1. 1 Estado de la Confianza
  2. 2. 62 43 45 23 70 53 53 26 71 46 40 21 75 55 56 27 La Confianza En Alza Source: 2016 Edelman Trust Barometer 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) Informed Public and General Population, Argentina. 3 Porcentaje de nivel de confianza en ONGs, empresas, medios y gobierno en 2015 vs. 2016 Público Informado Público General ONGs Empresas Medios Gobierno +4 +9 +16 +6 2015 2016 +8 +10 +8 +3
  3. 3. 60 55 31 24 49 8 La Confianza Importa Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, Argentina, question asked of half the sample. Q377-380. 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. General Population, Argentina, question asked of half the sample. 4 Porcentaje de consumidores que afectaron su comportamiento basado en la confianza en las empresas 82 74 47 43 42 10 Comportamientos Cuando No Se Confía Comportamientos Cuando Se Confía Se negaron a comprar productos/servicios Criticaron a las compañías Compartieron comentarios negativos Pagaron de más Estuvieron en desacuerdo con otros Vendieron acciones Eligieron comprar sus productos o servicios Las recomendaron a amigos y colegas Compartieron comentarios positivos Pagaron más por prods/servicios Defendieron a la compañía Compraron Acciones Creadores de contenido más confiables#1 Familia y Amigos Fuente de información más confiable:#1 Buscadores Online Público General
  4. 4. 53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 Una Brecha Significativa Source: 2016 Edelman Trust Barometer 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) Informed Public and Mass Population, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 5 Porcentaje de nivel de confianza en gobierno, empresas, medios y ONGs, 2012 a 2016, Global Público Informado Público General Brecha de 9 puntos En la brecha de Confianza Aumento de 3 puntos Brecha de 12 puntos
  5. 5. Source: 2016 Edelman Trust Barometer 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) Informed Public and Mass Population, Latin America. 6 56 56 56 54 61 49 51 49 47 53 2012 2013 2014 2015 2016 Público Informado Público General Brecha de 7 puntos Brecha de 8 puntos Una Brecha Que Crece Porcentaje de nivel de confianza en gobierno, empresas, medios y ONGs, 2012 a 2016, América Latina
  6. 6. 54 45 53 45 53 48 48 48 44 50 2012 2013 2014 2015 2016 Una Brecha que se achica Source: 2016 Edelman Trust Barometer 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) Informed Public and Mass Population, Argentina. 7 Porcentaje de nivel de confianza en gobierno, empresas, medios y ONGs, 2012 a 2016, Argentina Público Informado Público General Brecha de 6 puntos Brecha de 3 puntos
  7. 7. 2 Desigualdad en la Confianza
  8. 8. 50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 55 55 51 69 62 64 73 73 79 81 87 47 37 15 20 24 31 31 33 33 34 34 36 36 37 39 45 46 47 49 49 49 57 64 64 65 69 70 74 81 83 Global GDP5 Japan France Germany U.K. Australia Italy S.Korea Netherlands Sweden Poland HongKong Canada Russia U.S. Singapore Turkey Ireland S.Africa Spain Malaysia Mexico Argentina Brazil China UAE Indonesia Colombia India En 19 de 28 países, menos de la mitad del Público en General piensa que estará mejor en 5 años. Público General Menos Optimista Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 9 Porcentajes de Público Informado versus Público General que creen que su vida y la de sus familias será mejor en 5 años Público Informado Público General 17 10 12 13 10 21 10 13 18
  9. 9. 3 Influencia Roles invertidos
  10. 10. 71 69 67 45 32 28 Search TV Social Newspa pers Magazin es Blogs Democratización de las Fuentes de Información Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 11 Porcentaje de fuentes de información utilizadas varias veces a la semana o más 2 de cada 3 fuentes de información más populares son aquellas impulsadas por “Alguien Como Yo” Público General 80 80 74 46 36 34 Search Social TV Newspa pers Magazin es Blogs 79 74 71 40 25 21 Search TV Social Newspap ers Magazin es Blogs Motores de Búsqueda TV Redes Sociales Diarios Revistas Blogs Motores de Búsqueda Redes Sociales TV Diarios Revistas Blogs Motores de Búsqueda TV Redes Sociales Diarios Revistas Blogs
  11. 11. 78 76 74 64 69 60 50 52 23 84 81 80 73 70 64 59 57 29 Expertos y Pares más Confiables que un Líder Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, Argentina, question asked of half the sample. 12 Porcentaje que puntúa a cada uno como extremadamente/muy confiable 2015 2016 +9+9 Experto Técnico Académico Alguien como yo Analista Financiero Empleado CEORepresentante de ONG Directorio Funcionario de Gobierno La confianza en el CEO y los Empleados es la que más aumentó Público en General
  12. 12. 4 Oportunidades de Negocio
  13. 13. 75 55 56 27 65 64 60 29 70 53 53 26 62 61 63 33 ONGs Empresas Medios Gobierno Las ONGs, las más confiables para actualizarse Source: 2016 Edelman Trust Barometer 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), Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Argentina. 14 Porcentaje de confianza y porcentaje en que puedan adaptarse al cambio Público Informado Público General Confianza Confiables para actualzarse ONGs lideran
  14. 14. 50% Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 48 47 64 70 58 68 65 59 56 57 48 51 43 46 51 36 44 30 46 36 40 32 42 38 36 37 30 60 57 53 50 76 71 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38 33 70 58 56 Global27 GDP5 Mexico Indonesia China India UAE Brazil S.Africa Singapore Italy Canada Argentina Australia U.S. Spain U.K. France Sweden Ireland Japan Turkey Germany HongKong Poland Russia S.Korea Columbia Malaysia Netherlands Aumento Global de la Confianza en Empresas 15 Porcentaje de confianza en empresas, 2015 vs. 2016 Aumento o mantenimiento de la Confianza en las Empresas en 25 países +12 +12 +10 +12 +16 +10 Público General 2015 2016 n/a
  15. 15. 35% 45% 55% 65% 75% 85% Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Argentina. *From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Confianza en los sectores industriales, 2012 - 2016 2012 2013 2014 2015 2016 Industria 2012 2013 2014 2015 2016 Trend Tecnología 84% 81% 82% 74% 79% 5 Automotriz 73% 75% 80% 69% 69% 4 Alimentos y Bebidas 70% 73% 72% 66% 67% 3 Farmacéuticas 57% 61% 61% 57% 62% 5 Productos de Consumo 60% 60% 59% 54% 58% 2 Energía 52% 57% 55% 47% 51% 1 Telecomunicaciones 55% 59% 53% 49% 49% 6 Servicios Financieros 39% 42% 44% 41% 43% 4 Público General 16 Tendencias por Sector: Rebote en Servicios Financieros
  16. 16. La confianza en Empresas subió en 21 países 53 50 76 71 70 69 64 60 58 57 56 56 53 52 51 48 46 46 46 43 43 42 38 42 70 67 60 39 38 33 42 46 32 58 32 65 21 16 39 30 53 49 26 45 39 26 45 36 24 39 32 39 19 42 79 80 74 45 53 35 Global GDP5 Mexico Indonesia Colombia India Brazil S.Africa Malaysia Italy Canada Netherlands Argentina Australia U.S. Spain Sweden U.K. France Japan Ireland Germany Poland Turkey China UAE Singapore HongKong Russia S.Korea 50% Empresas vs. Gobierno Source: 2016 Edelman Trust Barometer 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) General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 17 Porcentaje de confianza de Empresas vs. Gobiernos, ordenadas por confianza en Empresas Empresas Gobierno Público General
  17. 17. Las Empresas Deben Liderar la Resolución de Problemas Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample. . 80% de acuerdo “Una compañía puede tomar determinadas decisiones que aumenten las ganancias y beneficien las condiciones sociales y económicas de la comunidad donde opera” 74% en 2015 Público General 18 91% de acuerdo 82% en 2015 89% de acuerdo 79% en 2015
  18. 18. 5 Liderazgo en un Mundo Dividido
  19. 19. Atacando la desigualdad de la Confianza 20 Acciones Valores Apoyo de los Empleados Compromiso Confianza
  20. 20. Acciones Liderazgo en un Mundo Dividido
  21. 21. El Propósito Afecta la Confianza Porcentaje que cita cada afirmación como una razón de por qué su confianza en las empresas ha crecido o disminuido Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Argentina. Razones por las que la Confianza ha crecido Razones por las que la Confianza ha disminuido Promueve el crecimiento económico Contribuye a un bien mayor Me permite ser un miembro productivo de mi comunidad No contribuye a un bien mayor Provee poco/ningún servicio al público No me ayudan a mí ni a mi familia a tener una vida mejor 55% 41% 33% 49% 42% 39% Público General 22
  22. 22. Valores Liderazgo en un Mundo Dividido
  23. 23. Atributos Deseados en Líderes Características que hacen a un CEO confiable, porcentaje de los top 5 por región 24 no puede nombrar un CEO* 60% de encuestados globales Norteamérica Honestidad 59% Ética 48% Competencia 26% Transparencia 26% Sinceridad 24% Latinoamérica Etíca 47% Honestidad 44% Competencia 36% Visión 34% Innovación 33% Europa Honestidad 53% Competencia 43% Experiencia 28% Ética 27% Transparencia 27% APAC Honestidad 39% Visión 35% Determinación 31% Ética 31% Competencia 26% Público General Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample. * Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country global total.
  24. 24. Participación De los Empleados Liderazgo en un Mundo Dividido
  25. 25. 35 39 29 33 37 41 35 36 33 33 42 38 29 25 45 23 21 25 12 13 13 15 19 8 19 21 15 20 16 19 8 9 7 15 10 10 CEOs y Altos Ejecutivos son Voceros Clave Source: 2016 Edelman Trust Barometer Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Latin America, question asked of half the sample. 26 El vocero más confiable para informar sobre cada temática Esfuerzos para la innovación Resultados financieros y operacionales Prácticas de negocios/Manejo de crisis Tratamiento de empleados/ consumidores Asociaciones/ Programas para atacar causas sociales Visión en asuntos de la industria Público General CEO Alto Ejecutivo Empleado Consumidor Activista Académico Vocero de un medio
  26. 26. 26 26 23 27 28 38 24 32 26 30 41 33 36 27 44 21 22 27 12 12 12 17 15 6 25 27 23 23 25 27 9 11 6 14 9 8 Empleados son Voceros Clave Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Argentina, question asked of half the sample. 27 Público General El vocero más confiable para informar sobre cada temática CEO Alto Ejecutivo Empleado Consumidor Activista Académico Vocero de un medio Esfuerzos para la innovación Resultados financieros y operacionales Prácticas de negocios/Manejo de crisis Tratamiento de empleados/ consumidores Asociaciones/ Programas para atacar causas sociales Visión en asuntos de la industria
  27. 27. Compañía NO involucrada con asuntos sociales Compañía involucrada con asuntos sociales El Apoyo de los Empleados crece con el Compromiso en Causas Sociales Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Argentina, question asked of half the sample. 28 Porcentaje de acuerdo con cada afirmación, comparando aquellos que trabajan en compañías/para CEOs involucrados en causas sociales vs. aquellos que no lo hacen 80 70 69 82 72 82 89 Stay working for the company Recommend company as an employer Motivated to perform Confidence in the future of the company Recommend products and services to others Committed to achieving our strategy Do the best possible job for the customer Impacto en Apoyo 3 8 16 6 16 15 4 92 90 88 88 85 85 84 Público General Hace el mejor trabajo posible por el consumidor Comprometido con cumplir la estrategia Recomienda productos o servicios a otros Confía en el futuro de la compañía Motivado a rendir Recomienda la compañía como empleado Sigue trabajando para la compañía
  28. 28. Compromiso Liderazgo en un Mundo Dividido
  29. 29. 58 53 44 63 46 2012 2013 2014 2015 2016 La Transformación de los Medios Source: 2016 Edelman Trust Barometer Q178-182. 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) General Population and Millennials, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Porcentaje de confianza en cada fuente para información general y noticias Millennials Aún más confianza en medios digitales que el público en general 2016 Motores de búsqueda* 63 Medios tradicionales 58 Medios online** 53 Medios propios 46 Redes Sociales 44 Público General 30 Millennials Brecha 66 3 58 0 58 5 51 5 51 7
  30. 30. Millennials Brecha 76 3 68 2 67 2 63 1 61 0 Source: 2016 Edelman Trust Barometer Q178-182. 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) General Population and Millennials, Latin America, question asked of half the sample. *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. Millennials Menos confiados de los medios digitales que el público en general Público General 69 70 61 79 64 2012 2013 2014 2015 2016 2016 Motores de búsqueda* 79 Medios online** 70 Medios Tradicionales 69 Medios Propios 64 Redes Sociales 61 La Transformación de los Medios Porcentaje de confianza en cada fuente para información general y noticias
  31. 31. 68 64 71 68 71 66 64 67 62 64 45 44 48 43 60 48 47 49 52 54 49 48 52 52 54 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q178-182. 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) General Population and Millennials, Argentina, question asked of half the sample. *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. Millennials Aún más confianza en medios digitales que el público en general Medio Millenials Brecha Motores de búsqueda* 76% 5 Medios tradicionales 66% 2 Medios Online** 63% 3 Medios Propios 56% 2 Redes Sociales 57% 3 Público GeneralLa Transformación de los Medios Porcentaje de confianza en cada fuente para información general y noticias
  32. 32. 50% 66 69 55 47 51 42 46 35 25 23 82 74 62 57 49 48 46 33 25 24 My friends and family An academic expert Companies I use Employees of a company A journalist A company ceo A well-known online personality Celebrities Companies [brands] I don’t use Elected officials Cada Voz Importa Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, Argentina, question asked of half the sample. 33 Porcentajes que confían en información creada por cada autor en redes sociales y medios digitales, 2015 vs. 2016 2015 2016 +16 Público General Mi familia y amigos Experto Académico Compañías que utilizo Empleados de una empresa Periodista CEO Influenciador online Celebridades Empresas (marcas) que no uso Funcionarios públicos
  33. 33. Pares Influencian la Decisión de Compra Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? El impacto de las conversaciones con amigos y desconocidos online y offline sobre marcas Source: 2015 Earned Brand Study of Global Consumers Al momento de decidir una compra 75% Construyen Inspiración % Me hacen sentir parte de una comunidad 16 Me entienden 17 Me Provocan % Me empujan a probar cosas nuevas 25 Sugieren productos y servicios 27 Me hacen confiar más en una marca 29 El Momento de la Verdad % Ayudan a aclarar dudas 37 Ayudan a tomar decisiones 44 Me advierten sobre los riesgos 45 Influencia de “alguien como yo” 34
  34. 34. Acciones Valores Apoyo de los Empleados Compromiso Incorporar el Poder de Influencia para Encarar la Desigualdad de Confianza ‣ Crear impacto social además de ganancias, a través de un accionar con propósito. ‣ Expresar los valores con una interacción honesta, ética a través de la cual puedan contar su historia. ‣ Encender la llama en nuestros embajadores más poderosos: los empleados. ‣ Actúa a través de distintos canales para conocer a los actores interesados, dónde están, cuáles son sus intereses y preocupaciones. Influencia TRUST 35 Liderazgo CONFIANZA
  35. 35. Gracias @EdelmanBA www.edelman.com.ar

×