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2011 Edelman Trust Barometer
         Findings
Edelman Trust Barometer at a glance

Eleventh annual study

5,075 people in 23 countries on five continents

Ages 25 to 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




                           2
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
2010 Year in review
State of Trust
Shifting center of gravity
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                                      Media



A7-10. [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 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
much 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)

                                                                                                6
Emerging markets dominate as ―business trusters‖
                                       U.S. drops to within 5 points of Russia
                                                       Trust in Business – Top 10 Countries by GDP
             2010     2011

                                            Trusters                                           Neutral                                              Distrusters
 100%

   90%      +19
                     81%
   80%
                                       70%
                                                                                                                                                    -8
   70%                         67%
                                                         64%
                                                                                                     +12
             62%
                                                 59%
                                                                   62% 61%                                              +12
   60%                                                                               57%
                                                                                             53%                                           54%
                                                                                                               52%
                                                                                                                                 48%                         49% 44%
   50%                                                                                                                                            46%
                                                                                                       40%                                                              42%   41%
   40%                                                                                                                   36%

   30%

   20%

   10%

    0%
               Brazil             India              Italy           China            Japan           Germany             France               US                  UK   Russia



A9. [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 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 much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64

                                                                                               7
Business more trusted than government in 1/3 of markets
                         German, U.S. government trust erodes; China, Brazil rise

                                                  Trust in Government – Top 10 Countries by GDP
            2010     2011

                             Trusters          Neutral                                                             Distrusters
 100%      +14
                    88%      +46
   90%                               85%

   80%       74%

   70%                                                                                                                                     -6
   60%
                                                                                                                                                                       -10
                                                      51%
                                                                        49%
   50%                                                          43%                      45%                                         46%
                                               42%                                                43% 44%                  43%                                   43%
                              39%                                                                                                           40%
                                                                                 36%                               38%                                 38% 39%
   40%
                                                                                                                                                                       33%
   30%

   20%

   10%

    0%
               China            Brazil          Japan            France             Italy            India              UK               US            Russia    Germany



A7. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64

                                                                                          8
Increased trust in media driven by China, Brazil, and Japan
                               Developed markets generally distrustful

                                                     Trust in Media – Top 10 countries by GDP
            2010    2011

                           Trusters            Neutral                                                         Distrusters
 100%      +17
   90%                       +19
                    80%
   80%
                                     73%
   70%
             63%
                                                              +12
                                              58%
   60%                       54%                                                                                                                        - 11
                                                      50%              48%
                                                                                                                                                                     -9
   50%                                                                                  45%              45%
                                                                                                 38%              39% 37%          37% 37%        38%
   40%                                                         36%              36%
                                                                                                                                                               31%
   30%                                                                                                                                                  27%
                                                                                                                                                                     22%
   20%

   10%

    0%
              China            Brazil            India           Japan           France             Italy         Germany           Russia          US           UK



A8. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64

                                                                                        9
Trust in NGOs now on par with business in emerging markets
                           More trusted than business in developed markets

                                                                     Trust in Business and NGOs
                                                                                  Business              NGOs


                         Brazil                                       China                                            U.S.                                    UK/FR/GER
100%

90%
                                 81% 80%
80%

70%                                                                                                             63%
            59%                                                                61% 63%                  59%
60%                56%                                   58%                                                                          55%                      56%         55%
                                                                 48%                                                          46%                                    48%
50%
                                                                                                                                                         40%
40%

30%

20%

10%

 0%
               2008                 2011                     2008                  2011                     2008                  2011                     2008        2011




A7-10. [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 much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China

                                                                                             10
Trust Index: Developed markets at bottom
                                           U.S. drops, Brazil rises in composite scoring
                                                     2008                                   2011


                                          Global               ―                   Global          55
                                          Mexico               69                  Brazil          80
                                          China                62                  China           73
                                          India                60                  Mexico          69
                                          US                   53                  India           56
                                          Japan                50                  Canada          55
                                          S. Korea             50                  S. Korea        53
                                          Canada               48                  Japan           51
                                          Brazil               48                  France          50
                                          France               44                  Germany         44
                                          UK                   43                  US              42
                                          Germany              36                  UK              40
                                          Russia               36                  Russia          40




Composite score is an average of a country’s trust in all four institutions
Ages 25-64

                                                                              11
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                                   2011



A7-10. [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 much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.

                                                                                             12
Germany, Canada, Sweden stay at top of trusted ―HQ countries‖
                   Trust in companies headquartered in BRICs and U.S. rises

                                               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 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

                                                                                                13
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 HQs
100%                                       100%                   +32                    100%                                            100%                   + 21
                      + 32
90%    86%                                  90%           +12                             90%                     +13
                                                                                                          +15                             90%

                                                                                          80%      +17
80%                                         80%                                                                                           80%      + 15          74%
              +17                                   +16            70%
70%                   65%                   70%                                           70%                     65%                     70%                          +33
                                                           62%                                            60%                                             +20
60%                                         60%                                           60%      56%                           -6
                                                                                                                                          60%
                                                                                                                                                    53%
                             +14                                          +15
50%           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

                                                                                         14
Technology firmly on top; automotive rallies
                                                 Finance sector at bottom
                                                                    Trust in Industries – Global
                               Technology                                                                                                                     81%

                               Automotive                                                                                                               69%

                      Telecommunications                                                                                                                68%

                       Food and beverage                                                                                                          66%

                                    Biotech                                                                                                       65%

                                      Retail                                                                                                     65%

                             Entertainment                                                                                                     63%

                          Pharmaceuticals                                                                                                     63%

                                    Energy                                                                                                    62%

               Consumer packaged goods                                                                                                    59%

         OTC personal health care products                                                                                              57%

                       Brewing and spirits                                                                                             57%

                                     Media                                                                                          54%

                                 Insurance                                                                                       52%

                                     Banks                                                                                       51%

                         Financial services                                                                                   50%


A30-45. [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
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 nine means
that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries

                                                                                          15
Since financial crisis, trust in banks takes big hit in the West
                              Reverse is true in China, India, Japan, Brazil
                                                                              Trust in Banks
           +12
                                                                                    2008       2011
 100%
                    90%                        +10             +21                                                        - 46
   90%                               87%
                              83%
   80%
             78%                                                                                        - 10
                                                      71%                                                           71%
   70%
                                                                       69%      +12                                                        - 21
                                               61%
                                                                                                                                                          - 30
   60%                                                                                             54%
                                                                                        52%
   50%
                                                                 48%
                                                                                                         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*
                                                                          2010-2011 Drops:                            -8                                -9             -22

A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each    *Note: Data for 2009/
of 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 nine      2011 displayed
means that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64

                                                                                         16
Since 2009, automotive surges in West; energy plummets in China

                                                                         Trust in Industries

                                                                                 2009                2011

                              U.S.                                                       UK/FR/GER                                                         China
                                                                                                                                      +13          +7
                                                                                                                                             98%
100%
                                                                 100%     +13          +18                                    100%                                  + 22
                                                                   90%                                                         90%     85%               82%
                                                                                                                                                                 - 23
  90%
                                                                                 79%                                                                                             79%
  80%
                    +17                                            80%                                            +7           80%                 75%         75%
          72% 73%                                                          66%                 67%   +13
                                                                   70%                                                         70%
  70%
                                                                   60%                                                         60%                                         57%
  60%                                                                                                                   52%                                          52%
                                                                                        49%                 50%
                             49%                                   50%                                            45%          50%
  50%                                    43%
                                   39%         39% 38%             40%                                37%                      40%
  40%
                       32%
  30%                                                              30%                                                         30%

  20%                                                              20%                                                         20%

  10%                                                              10%                                                         10%

   0%                                                               0%                                                          0%




A30-45. [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
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 nine means
that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in the U.S., UK/FR/GER and China

                                                                                          17
Business and Society
 Toward shared value
What matters for corporate reputation:
                                        Quality, transparency, trust, employee welfare
                                                                      Reputation Factors – Global

                                         Offers high quality products or services                                                                                          69%

                               Has transparent and honest business practices                                                                                         65%

                                                             Is a company I can trust                                                                                65%

                                                               Treats employees well                                                                                 63%

      Communicates frequently and honestly on the state of its business                                                                                        55%

                                        Prices its brands fairly and competitively                                                                             55%

                                                          Is a good corporate citizen                                                                   51%

                            Is an innovator of new products, services or ideas                                                                     46%

                     Has highly-regarded and widely admired top leadership                                                                 39%

                              Delivers consistent financial returns to investors                                                          39%


B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is 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

                                                                                              19
Slight majority agree with Milton Friedman

               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 quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 Countries

                                                                                                  20
By comparison, greater expectations for business to invest in society’s
                     interests in developed and emerging markets

                      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 in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 Countries

                                                                                             21
And government must 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 manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 Countries

                                                                                             22
Roadmap to Trust
A new way forward
Credentials count
     CEOs gain most ground as all ―authority figures‖ considered more credible


                                                                Credible Spokespeople – Global
                                                                                     2009        2011
   100%

     90%         +8
     80%
                         70%                               +4                    +19
     70%                                      64%                                                  +6                    +14                              -4
                62%
     60%
                                                                    53%                                                                                         +2
                                                           49%                           50%
     50%                                                                                                       47%                                  47%
                                                                                                      41%                           43%                   43%
     40%                                                                                                                                                              34%
                                                                                31%                                                                             32%
                                                                                                                           29%
     30%

     20%

     10%
                                     N/A
      0%
              An academic             Technical   A financial or                    CEO                 NGO       Government                    Person like      Regular
               or expert            expert within    industry                                      representative   official                     yourself       employee
                                    the company       analyst

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 about
a 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 20 countries (excludes Singapore, UAE and Argentina)

                                                                                           24
CEO credibility higher in emerging markets but on rise in most countries

                                                                  Credible Spokespeople – CEO
                                                                           Top 10 GDP
    100%                                                                             2009        2011
              +21
     90%                       +31             +16
                      78%
     80%                               74%                      +18
     70%                                               67%

     60%        57%                                                     58%                      +27             +16               +15
                                                 51%                              49% 50%
                                                                                                                                                    +15
     50%
                                43%                                                                       43%
                                                                  40%                                                     39%              38%
     40%                                                                                                                                                  34%

     30%                                                                                                                                                              24%
                                                                                                                    23%              23%
                                                                                                                                                    19%         18%
     20%                                                                                           16%

     10%

       0%
                  India           Brazil          Japan           Russia            China           France             UK              Italy          US        Germany



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 about
a 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 – Top 10 countries by GDP

                                                                                           25
CEOs and ―person like me‖ swap spots
                                                   In 2011, CEOs in top tier

                                                                Credible Spokespeople – Global

                                                  2009                                                                                         2011
                                                                                                             An academic or expert                                 70%
                Academic/expert                                       62%

                                                                                                        Technical expert within the
                                                                                                                                                                  64%
                                                                                                                company
      Financial/industry analyst                                49%

                                                                                                     A financial or industry analyst                        53%
             Person like yourself                              47%
                                                                                                                                 CEO                        50%

             NGO representative                             41%
                                                                                                                NGO representative                      47%

               Regular employee                         32%
                                                                                                                Government official                    43%


                              CEO                      31%                                                      Person like yourself                   43%


             Government official                      29%                                                         Regular employee                    34%




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 about
a 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 20 countries (excludes Singapore, UAE and Argentina)

                                                                                           26
In crisis situations, people want to hear from multiple voices
                                          Though CEO must lead the charge
                         Trusted spokesperson                                                        Preferred spokesperson                                            Preferred spokesperson when the
                        during a company crisis                                                      during a product recall                                         local community has been damaged
      50%                                                                       50%
                                                                                                                                                            50%


      40%                                                                       40%        37%                                                                         38%
                                                                                                                                                            40%


                 29%                                                                                          30%
      30%                                                                       30%
                                                                                                                                                            30%
                           25%

      20%                           18%                                         20%
                                              15%                                                                                                           20%                  17%              18%
                                                                                                                        13%
                                                                                                     12%
                                                                                                                                                                                            11%              12%
      10%                                                8%                     10%
                                                                                                                                                            10%
                                                                  4%                                                               4%       4%                                                          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
about that crisis. Informed Publics ages 25-64 in 23 countries
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
25-64 in 23 countries
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
about that damage? Informed Publics ages 25-64 in 23 countries

                                                                                                                   27
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                                               Are these the same types of sources
                                                                                                                                                                 you consult first for information
                                                                                                                                                                   about a business crisis?
       Online search engine                                    29%                Online news sources                                 23%

                                                                                    Print
        Online news sources                             19%                 (newspapers/magazines)
                                                                                                                                 17%
                                                                                                                                                                                              No,
           Print                                                                                                                                                                              12%
   (newspapers/magazines)
                                                     15%                         Online search engine                           16%


         Broadcast (radio/TV)                      12%                            Broadcast (radio/TV)                         14%
                                                                                                                                                                                       Yes,
                                                                                                                                                                                       88%
             Company website                       11%                                Company website                        11%


            Friends and family                  7%                                   Friends and family                     10%


                    Social media              5%                                             Social media                 7%


                                       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

                                                                                                               28
Strong media brands rise to the top

                                             Most relied on source for company information (unaided)


                  U.S.                                             U.K.                                              China                                                   Brazil
           Information Sources                              Information Sources                                Information Sources                                     Information Sources

  1.    Google                         31%           1.     Google                       47%            1.    CCTV                           30%             1.   Google                     11%

  2.    The Wall Street Journal 24%                  2.    BBC                           46%            2.    Baidu                          18%             2.   Yahoo                      10%

  3.    The New York Times             16%           3.    The Financial Times           16%            3.    Sina                           11%             3.   Globo                      10%

  4.    CNN                            16%           4.    The Times                     13%            4.    Sohu                           10%             4.   Correio Braziliense        9%

  5.    FOX News                       14%           5.    The Guardian                  11%            5.    `163.COM                       8%              5.   O Globo                    7%

  6.    Yahoo!                         10%           6.    The Economist                 7%             6.    Google                         7%              6.   Estadao.com                5%

  7.    National Public Radio           7%           7.    The Telegraph                 7%             7.    Phoenix Television             5%              7.   JB                         4%

  8.    The Economist                   7%           8.    Sky News                      6%             8.    Xinhua                         4%              8.   Brazilian                  3%

  9.    Bloomberg                       7%           9.    Yahoo!                        5%             9.    The Wall Street Journal        1%              9.   Folha de São Paulo         3%

  10. MSNBC                             6%           10. The Independent                 4%             10. China Securities Journal 1%                      10. Terra                       3%



I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Brazil



                                                                                                   29
Globally, traditional media and search engines most trusted sources
                                                     Trusted Information Sources – Trust a Great Deal

                                                             Newspapers                                                                                          33%




                                                                                                                                                                       Traditional
                                       Television or television news                                                                                      31%


                                Magazines or business magazines                                                                                  28%

                                                   Radio or radio news                                                                        27%

                                                Online search engines                                                                               29%




                                                                                                                                                                       sources
                                                                                                                                                                       Multiple
                                                                                                                                                                        Online
                                                        News/RSS feeds                                                    18%

                                                                      Blogs                                11%




                                                                                                                                                                       Social Media
                         Content-sharing sites, such as YouTube                                         9%


                                               Social networking sites                                9%

                              Microblogging sites, such as Twitter                                 7%




                                                                                                                                                                       Corporate
           Corporate communications such as press releases                                                                18%

                                      Corporate/product advertising                                       11%




H125-136. 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 23 countries

                                                                                              30
Informed publics need information from multiple sources, multiple voices
                       And need to hear it 3-5 times to believe
                                                                                        Global
                                                                             Don’t
                                                             Ten or more
                                                                           know, 2% Once (1), 4%
                                                           times (10+), 6%
                                             Six to Nine
                                           times (6-9), 8%
                                                                                                                            Twice (2), 22%




                            Four or Five
                         times (4 - 5), 26%
                                                                                                                                         3-5 times
                                                                                                                                            59%


                                                                                                                        Three times (3), 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 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 23 countries

                                                                                            31
In U.S. and U.K. skepticism mounts
              Number who need to hear information 3+ and 10+ times increases

                                                                               U.S. in 2011
                     Once Twice                       3 times                                       4-5 times                     6-9               10+    Don’t know


              US 1%          12%                        28%                                          34%                          9%               14%        2%

                    0%           10%           20%             30%        40%           50%            60%          70%           80%              90%       100%


                                                        3+ times: 85% (15 pt increase in two years)



                                                                             U.K. in 2011
                    Once Twice                       3 times                                     4-5 times                      6-9                10+    Don’t know


             UK 3%          10%                      25%                                      31%                             18%                  9%      4%

                  0%           10%           20%           30%           40%           50%            60%          70%           80%          90%           100%


                                                        3+ times: 83% (10 pt increase in two years)

H137. [TRACKING] 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 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 the U.S. and the U.K.

                                                                                         32
The Benefits of Trust
Through personal action, trust has tangible benefits
                                                      Actions Taken Over Past 12 Months – Global


                                       Distrusted Companies
                                                                                      _+                 Trusted Companies

                    73%                                                                                                                                   85%
                                       Refused to buy products/services                           Chose to buy products/services

                         67%                                                                                                                            75%
                                    Criticized them to a friend/colleague Recommended them to a friend/colleague

                                                                                                                                                 54%
                                                                                                  Paid more for products/services

                                                       33%                                                                             44%
                                          Shared negative opinions online Shared positive opinions online

                                                                   19%                                                      30%
                                                                         Sold shares              Bought shares


F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countries
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 23 countries

                                                                                             34
Trust protects reputation


           When a company is distrusted                                                                          When a company is trusted


                   57% will believe
                    negative information
                  after hearing it 1-2 times
                                                                                                                                                51%
                                                                                                                                         will believe
                                                                                                                                     positive information
                                                        will believe positive                                                     after hearing it 1-2 times
                                          15%
                                                         information after                                      25%
                                                           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 23 countries
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries

                                                                                            35
Conclusions


Business must align profit and purpose for social
benefit

Current media landscape plus increased
skepticism requires multiple voices and channels

Demand for authority and accountability set new
expectations for corporate leadership

Trust is a protective agent and leads to tangible
benefits; lack of trust is barrier to change




                          36
The Transformation of Trust


                    Old Trust Framework                          New Trust Architecture
                      Control Information
Protect the Brand




                                              Stand Alone




                                                                           WHAT

                     Focus Solely on Profit                          Profit With Purpose




                                                            37
2011 Edelman Trust Barometer

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2011 Edelman Trust Barometer

  • 1. 2011 Edelman Trust Barometer Findings
  • 2. Edelman Trust Barometer at a glance Eleventh annual study 5,075 people in 23 countries on five continents Ages 25 to 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 2
  • 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. 2010 Year in review
  • 5. State of Trust Shifting center of gravity
  • 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 Media A7-10. [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 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 much 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) 6
  • 7. Emerging markets dominate as ―business trusters‖ U.S. drops to within 5 points of Russia Trust in Business – Top 10 Countries by GDP 2010 2011 Trusters Neutral Distrusters 100% 90% +19 81% 80% 70% -8 70% 67% 64% +12 62% 59% 62% 61% +12 60% 57% 53% 54% 52% 48% 49% 44% 50% 46% 40% 42% 41% 40% 36% 30% 20% 10% 0% Brazil India Italy China Japan Germany France US UK Russia A9. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 7
  • 8. Business more trusted than government in 1/3 of markets German, U.S. government trust erodes; China, Brazil rise Trust in Government – Top 10 Countries by GDP 2010 2011 Trusters Neutral Distrusters 100% +14 88% +46 90% 85% 80% 74% 70% -6 60% -10 51% 49% 50% 43% 45% 46% 42% 43% 44% 43% 43% 39% 40% 36% 38% 38% 39% 40% 33% 30% 20% 10% 0% China Brazil Japan France Italy India UK US Russia Germany A7. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 8
  • 9. Increased trust in media driven by China, Brazil, and Japan Developed markets generally distrustful Trust in Media – Top 10 countries by GDP 2010 2011 Trusters Neutral Distrusters 100% +17 90% +19 80% 80% 73% 70% 63% +12 58% 60% 54% - 11 50% 48% -9 50% 45% 45% 38% 39% 37% 37% 37% 38% 40% 36% 36% 31% 30% 27% 22% 20% 10% 0% China Brazil India Japan France Italy Germany Russia US UK A8. [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 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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 9
  • 10. Trust in NGOs now on par with business in emerging markets More trusted than business in developed markets Trust in Business and NGOs Business NGOs Brazil China U.S. UK/FR/GER 100% 90% 81% 80% 80% 70% 63% 59% 61% 63% 59% 60% 56% 58% 55% 56% 55% 48% 46% 48% 50% 40% 40% 30% 20% 10% 0% 2008 2011 2008 2011 2008 2011 2008 2011 A7-10. [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 much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China 10
  • 11. Trust Index: Developed markets at bottom U.S. drops, Brazil rises in composite scoring 2008 2011 Global ― Global 55 Mexico 69 Brazil 80 China 62 China 73 India 60 Mexico 69 US 53 India 56 Japan 50 Canada 55 S. Korea 50 S. Korea 53 Canada 48 Japan 51 Brazil 48 France 50 France 44 Germany 44 UK 43 US 42 Germany 36 UK 40 Russia 36 Russia 40 Composite score is an average of a country’s trust in all four institutions Ages 25-64 11
  • 12. 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 2011 A7-10. [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 much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S. 12
  • 13. Germany, Canada, Sweden stay at top of trusted ―HQ countries‖ Trust in companies headquartered in BRICs and U.S. rises 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 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 13
  • 14. 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 HQs 100% 100% +32 100% 100% + 21 + 32 90% 86% 90% +12 90% +13 +15 90% 80% +17 80% 80% 80% + 15 74% +17 +16 70% 70% 65% 70% 70% 65% 70% +33 62% 60% +20 60% 60% 60% 56% -6 60% 53% +14 +15 50% 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 14
  • 15. Technology firmly on top; automotive rallies Finance sector at bottom Trust in Industries – Global Technology 81% Automotive 69% Telecommunications 68% Food and beverage 66% Biotech 65% Retail 65% Entertainment 63% Pharmaceuticals 63% Energy 62% Consumer packaged goods 59% OTC personal health care products 57% Brewing and spirits 57% Media 54% Insurance 52% Banks 51% Financial services 50% A30-45. [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 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 nine means that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries 15
  • 16. Since financial crisis, trust in banks takes big hit in the West Reverse is true in China, India, Japan, Brazil Trust in Banks +12 2008 2011 100% 90% +10 +21 - 46 90% 87% 83% 80% 78% - 10 71% 71% 70% 69% +12 - 21 61% - 30 60% 54% 52% 50% 48% 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* 2010-2011 Drops: -8 -9 -22 A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each *Note: Data for 2009/ of 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 nine 2011 displayed means that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 16
  • 17. Since 2009, automotive surges in West; energy plummets in China Trust in Industries 2009 2011 U.S. UK/FR/GER China +13 +7 98% 100% 100% +13 +18 100% + 22 90% 90% 85% 82% - 23 90% 79% 79% 80% +17 80% +7 80% 75% 75% 72% 73% 66% 67% +13 70% 70% 70% 60% 60% 57% 60% 52% 52% 49% 50% 49% 50% 45% 50% 50% 43% 39% 39% 38% 40% 37% 40% 40% 32% 30% 30% 30% 20% 20% 20% 10% 10% 10% 0% 0% 0% A30-45. [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 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 nine means that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in the U.S., UK/FR/GER and China 17
  • 18. Business and Society Toward shared value
  • 19. What matters for corporate reputation: Quality, transparency, trust, employee welfare Reputation Factors – Global Offers high quality products or services 69% Has transparent and honest business practices 65% Is a company I can trust 65% Treats employees well 63% Communicates frequently and honestly on the state of its business 55% Prices its brands fairly and competitively 55% Is a good corporate citizen 51% Is an innovator of new products, services or ideas 46% Has highly-regarded and widely admired top leadership 39% Delivers consistent financial returns to investors 39% B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important is 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 19
  • 20. Slight majority agree with Milton Friedman 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 quote from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64 in 23 Countries 20
  • 21. By comparison, greater expectations for business to invest in society’s interests in developed and emerging markets 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 in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 Countries 21
  • 22. And government must 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 manner OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in 23 Countries 22
  • 23. Roadmap to Trust A new way forward
  • 24. Credentials count CEOs gain most ground as all ―authority figures‖ considered more credible Credible Spokespeople – Global 2009 2011 100% 90% +8 80% 70% +4 +19 70% 64% +6 +14 -4 62% 60% 53% +2 49% 50% 50% 47% 47% 41% 43% 43% 40% 34% 31% 32% 29% 30% 20% 10% N/A 0% An academic Technical A financial or CEO NGO Government Person like Regular or expert expert within industry representative official yourself employee the company analyst 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 about a 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 20 countries (excludes Singapore, UAE and Argentina) 24
  • 25. CEO credibility higher in emerging markets but on rise in most countries Credible Spokespeople – CEO Top 10 GDP 100% 2009 2011 +21 90% +31 +16 78% 80% 74% +18 70% 67% 60% 57% 58% +27 +16 +15 51% 49% 50% +15 50% 43% 43% 40% 39% 38% 40% 34% 30% 24% 23% 23% 19% 18% 20% 16% 10% 0% India Brazil Japan Russia China France UK Italy US Germany 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 about a 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 – Top 10 countries by GDP 25
  • 26. CEOs and ―person like me‖ swap spots In 2011, CEOs in top tier Credible Spokespeople – Global 2009 2011 An academic or expert 70% Academic/expert 62% Technical expert within the 64% company Financial/industry analyst 49% A financial or industry analyst 53% Person like yourself 47% CEO 50% NGO representative 41% NGO representative 47% Regular employee 32% Government official 43% CEO 31% Person like yourself 43% Government official 29% Regular employee 34% 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 about a 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 20 countries (excludes Singapore, UAE and Argentina) 26
  • 27. In crisis situations, people want to hear from multiple voices Though CEO must lead the charge Trusted spokesperson Preferred spokesperson Preferred spokesperson when the during a company crisis during a product recall local community has been damaged 50% 50% 50% 40% 40% 37% 38% 40% 29% 30% 30% 30% 30% 25% 20% 18% 20% 15% 20% 17% 18% 13% 12% 11% 12% 10% 8% 10% 10% 4% 4% 4% 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 about that crisis. Informed Publics ages 25-64 in 23 countries 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 25-64 in 23 countries 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 about that damage? Informed Publics ages 25-64 in 23 countries 27
  • 28. 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 Are these the same types of sources you consult first for information about a business crisis? Online search engine 29% Online news sources 23% Print Online news sources 19% (newspapers/magazines) 17% No, Print 12% (newspapers/magazines) 15% Online search engine 16% Broadcast (radio/TV) 12% Broadcast (radio/TV) 14% Yes, 88% Company website 11% Company website 11% Friends and family 7% Friends and family 10% Social media 5% Social media 7% 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 28
  • 29. Strong media brands rise to the top Most relied on source for company information (unaided) U.S. U.K. China Brazil Information Sources Information Sources Information Sources Information Sources 1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 11% 2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Yahoo 10% 3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Globo 10% 4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. Correio Braziliense 9% 5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. O Globo 7% 6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. Estadao.com 5% 7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. JB 4% 8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Brazilian 3% 9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. Folha de São Paulo 3% 10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. Terra 3% I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and Brazil 29
  • 30. Globally, traditional media and search engines most trusted sources Trusted Information Sources – Trust a Great Deal Newspapers 33% Traditional Television or television news 31% Magazines or business magazines 28% Radio or radio news 27% Online search engines 29% sources Multiple Online News/RSS feeds 18% Blogs 11% Social Media Content-sharing sites, such as YouTube 9% Social networking sites 9% Microblogging sites, such as Twitter 7% Corporate Corporate communications such as press releases 18% Corporate/product advertising 11% H125-136. 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 23 countries 30
  • 31. Informed publics need information from multiple sources, multiple voices And need to hear it 3-5 times to believe Global Don’t Ten or more know, 2% Once (1), 4% times (10+), 6% Six to Nine times (6-9), 8% Twice (2), 22% Four or Five times (4 - 5), 26% 3-5 times 59% Three times (3), 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 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 23 countries 31
  • 32. In U.S. and U.K. skepticism mounts Number who need to hear information 3+ and 10+ times increases U.S. in 2011 Once Twice 3 times 4-5 times 6-9 10+ Don’t know US 1% 12% 28% 34% 9% 14% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 3+ times: 85% (15 pt increase in two years) U.K. in 2011 Once Twice 3 times 4-5 times 6-9 10+ Don’t know UK 3% 10% 25% 31% 18% 9% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 3+ times: 83% (10 pt increase in two years) H137. [TRACKING] 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 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 the U.S. and the U.K. 32
  • 34. Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – Global Distrusted Companies _+ Trusted Companies 73% 85% Refused to buy products/services Chose to buy products/services 67% 75% Criticized them to a friend/colleague Recommended them to a friend/colleague 54% Paid more for products/services 33% 44% Shared negative opinions online Shared positive opinions online 19% 30% Sold shares Bought shares F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countries 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 23 countries 34
  • 35. Trust protects reputation When a company is distrusted When a company is trusted 57% will believe negative information after hearing it 1-2 times 51% will believe positive information will believe positive after hearing it 1-2 times 15% information after 25% 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 23 countries Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries 35
  • 36. Conclusions Business must align profit and purpose for social benefit Current media landscape plus increased skepticism requires multiple voices and channels Demand for authority and accountability set new expectations for corporate leadership Trust is a protective agent and leads to tangible benefits; lack of trust is barrier to change 36
  • 37. The Transformation of Trust Old Trust Framework New Trust Architecture Control Information Protect the Brand Stand Alone WHAT Focus Solely on Profit Profit With Purpose 37