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2014

EDELMAN TRUST BAROMETER
GLOBAL RESULTS
GLOBAL

EDELMAN’S 14TH ANNUAL SURVEY
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents

INFORMED
PUBLICS

• 6 years in 20+ markets

• 500 respondents in U.S. and
China & 200 in other countries

• 9 years in 10+ markets

• Ages 25-64
• College-educated

GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+

• 3 years in 25+ markets

2

• In top 25% of household
income per age group in each
country
• Report significant media
consumption and engagement
in business news and public
policy
• 14 years of data
EDELMAN TRUST BAROMETER IN RETROSPECT
2014
2013

CRISIS OF LEADERSHIP

2012

FALL OF GOVERNMENT

2011

RISE OF AUTHORITY FIGURES

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
3

BUSINESS TO LEAD THE DEBATE FOR CHANGE

RISING INFLUENCE OF NGOS
ONE | The State of Trust
TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA
DECREASES
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL

63%

64%

58%

58%

NGOS

22%

#1

2013

57%

MEDIA

17%

2013

5

23%

2014

#3

52%
16%

2014

17%

#2

2013

2013

BUSINESS

2014

48%

16%

16%

44%

#4

15%

GOVERNMENT

2014

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total.
THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL
VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO

2013

2014

DISTRUSTERS

NEUTRAL

TRUSTERS

GLOBAL

6

57

GLOBAL

54

China
Singapore
India
Mexico
Hong Kong
UAE
Malaysia
Canada
Indonesia
U.S.
Netherlands
Brazil
Germany
France
Sweden
U.K.
Italy
Australia
Poland
S. Korea
Ireland
Argentina
Spain
Turkey
Japan
Russia

80
76
71
68
67
66
64
62
62
59
59
55
55
54
54
53
51
50
48
47
46
45
42
42
41
36

UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico

79
79
73
72
69
65
60
60
59

Hong Kong

59

Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland

58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35

Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs.
20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).

BIG TRUST
INCREASES FROM
2013
UAE +13 pts.
Indonesia +10 pts.
Australia + 8 pts.
Argentina + 8 pts.

BIG TRUST
DECREASES FROM
2013

Poland -13 pts.
U.S. -10 pts.
Mexico -9 pts.
SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC

2014

2014

DISTRUSTERS

NEUTRAL

TRUSTERS

GLOBAL

7

56

GLOBAL

47

UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
Hong Kong
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland

79
79
73
72
69
65
60
60
59
59
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35

China
UAE
Singapore
Indonesia
India
Malaysia
Canada
Mexico
Netherlands
Hong Kong
Brazil
Argentina
Australia
Germany
S. Korea
U.K.
S. Africa
U.S.
Italy
Japan
Turkey
Sweden
Spain
Ireland
France
Poland
Russia

67
64
64
62
61
57
54
53
51
50
49
49
44
44
43
42
42
42
41
40
39
38
36
35
33
32
31

Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.

GLOBAL TRUST
DIFFERENCE OF

9 points
MARKETS WITH
LARGEST PERCEPTION
GAPS:







UAE (15 pts.)
Australia (14 pts.)
Germany (13 pts.)
France (13 pts.)
Sweden (13 pts.)
TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST
LEVEL
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014
2013

NGOs most trusted institution in 20 of the 27 countries surveyed in 2014

2014

LOWER/EQUAL TRUST IN 9
COUNTRIES

HIGHER TRUST IN 17 COUNTRIES
84%

83%

81%
76%

73%

67%66%

66%
63% 64%

57%

76% 75%
69%

67%

70%
67%
64%
61%

76%77%
75%76%

70%

69%
66%
64%

76%
75%

73%
69%

62%
59%
59%
55%

62%
61%

58%

51%
46%47%
40% 41%
37%
37%

N.A.

8

67%

63%62% 64%
63%
58%
56%

74%
70%

Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global
total.

50%

47%
GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES
REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR
TRUST IN MEDIA, 2013 VS. 2014
2013
2014

HIGHER TRUST
IN 5 COUNTRIES
77%
70%

LOWER/EQUAL TRUST IN 21 COUNTRIES
81%
79%

78%

79%
71%

70%70%
66%

59%
55%

57%

60%
57%

54%

61%
58%

63%

68%
63%

61%

61%
54%

54%

52%
47%

60% 59%

66%

48%
42%

49%48%
47% 44%
43%
40%

51%

47%

50%
45%

45%
41%

42%

38%
35%

37%

50%

50%

40%

45%
40%
30%

26%
19%

N.A.

9

Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.
THE POWER OF SEARCH
LEVELS OF TRUST IN SOURCES OF INFORMATION

65%

65%

ONLINE SEARCH ENGINES

TRADITIONAL MEDIA

FIRST SOURCE TO TURN TO FOR GENERAL
BUSINESS INFORMATION

30%
Online search

26%
Newspapers

54%

21%
Television

47%

SOCIAL MEDIA

HYBRID MEDIA

FIRST SOURCE TO TURN TO FOR BREAKING
NEWS ABOUT BUSINESS

28%

25%

Online search

Television

45%

OWNED MEDIA

SOURCE USED TO CONFIRM/VALIDATE
INFORMATION BREAKING NEWS ABOUT
BUSINESS
36%

20%
Newspapers

20%
Online search

19%

Television

Newspapers

Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale
where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total
Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ;
Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total
10
TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING
MARKETS SOAR
TRUST IN BUSINESS, 2013 VS. 2014
2013
2014

HIGHER TRUST IN 12 COUNTRIES
82%

82%

63%65%

70%

63%
59%

64%
58%

45%
39%

40%

73%

71%

62%

61%

58%

56%
56%
52% 53%

49%
48%

77%

62%

58%
57%

48%

82%

81%
79%

77%
74%

74%

72%

58%58%

LOWER/EQUAL TRUST IN 15 COUNTRIES

58%
54%
51%

47%
44%43%

44%
41%

43%

44%
38%

31%

N.A.

11

Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.

60%
56% 56%

50%

49%
45%

45%
INDUSTRY
SECTOR

LEADERSHIP/
CEO TRUST

4

KEY FACTORS
SHAPE TRUST IN
BUSINESS

ENTERPRISE
TYPE
12

COUNTRY
OF ORIGIN
(HEADQUARTERS)
TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL
TRUST IN INDUSTRIES, 2009 VS. 2014

2009

2014
76%

TECHNOLOGY

58%

AUTOMOTIVE

56%

FOOD AND BEVERAGE

2009 VS. 2014

79%

TECHNOLOGY

70%

AUTOMOTIVE

+3
+12

FOOD AND BEVERAGE

66%

+10

65%

+11

CONSUMER PACKAGED
GOODS

54%

CONSUMER PACKAGED
GOODS

ENERGY

55%

ENERGY

59%

+4

PHARMACEUTICALS

59%

+6

PHARMACEUTICALS

MEDIA

BANKS

13

53%

43%

47%

MEDIA

51%

+8

BANKS

51%

+4

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
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, 20-country global total.
THE TOP THREE AND BOTTOM THREE MARKETS FOR TRUST IN FINANCIAL SERVICES,
FOOD & BEVERAGE AND ENERGY INDUSTRIES
LEVELS OF TRUST IN INDUSTRY – TOP THREE & BOTTOM THREE COUNTRIES

FINANCIAL SERVICES
INDUSTRY

FOOD & BEVERAGE
INDUSTRY

ENERGY
INDUSTRY

China

76%

India

79%

India

81%

Indonesia

74%

Mexico

76%

China

78%

UAE

76%

UAE

76%

India

70%

Spain

Turkey

43%

Germany

36%

Ireland

23%

Russia

43%

Sweden

36%

Germany

14

24%

23%

Poland

42%

U.K.

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
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

31%
TRUST IN INDUSTRY VERSUS ITS SECTORS
TRUST IN INDUSTRY SECTORS

FINANCIAL SERVICES
INDUSTRY
Banks

Credit cards /
Payments
Financial services
industry overall

FOOD & BEVERAGE
INDUSTRY

ENERGY
INDUSTRY

52%

Food Industry
overall

63%

52%

Food service

62%

48%

47%

46%

Fast food
restaurants

15

57%

Energy industry
overall

56%

Utilities

54%

62%

Food and
beverage
manufacturers

Financial advisory
/ Asset
management

70%

Natural Gas

Food and
beverage retailers

Insurance

Renewables

61%

47%

Mining

50%

Oil

50%

Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
(Top 4 Box, Trust) General Publics, 27-country global total.
COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED
TO WESTERN BASED COMPANIES
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES

78%

75%

74%

71%

68%

67%
55%

50%

54%

53%

16

Brazil

Spain

South Korea

Italy

France

U.S.

The Netherlands

Japan

U.K.

Canada

Switzerland

Germany

Sweden

42%

38%

36%

35%

34%

Mexico

79%

India

79%

China

80%

TRUSTED

Russia

MOST

Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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, 27-country global total.
LOWER WESTERN TRUST IN COMPANIES HEADQUARTERED IN RUSSIA, INDIA AND
CHINA, WITH NO IMPROVEMENT IN PAST 5 YEARS
TRUST IN COMPANIES HEADQUARTERED IN…

CHINA
Global

36%

China

United States
United Kingdom

Global
76%

21%
31%

38%

Russia
United States
United Kingdom

France

25%

France

Germany

27%

Germany

17

INDIA

RUSSIA

42%
18%
21%

25%
18%

Global

35%
82%

India
United States
United Kingdom
France
Germany

Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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, 27-country global total.

29%
32%
27%
23%
APPROXIMATELY TWO-THIRDS OF DEVELOPED MARKET RESPONDENTS REJECT DOMESTIC INVESTMENT
FROM COMPANIES BASED IN ANY GIVEN BRIC MARKET
HOW MUCH DO YOU TRUST A COMPANY BASED IN [BRIC MARKET] TO...
Data from the 2013 Trust Barometer:
Emerging Markets Supplement

BUY A COMPANY IN YOUR COUNTRY
34%

China

38%

India

40%

Brazil
30%

Russia

63%
60%
60%
62%

BUY A MINORITY SHARE IN A
COMPANY IN YOUR COUNTRY
China
India

36%
41%

43%

Brazil

Russia

33%

63%
62%
63%
63%

MAKE A MAJOR INVESTMENT IN A
NEW PLANT OR OFFICE IN YOUR
COUNTRY
China

Developed Markets (U.S., U.K., Germany, France)

India

Emerging Markets (China, India, Indonesia, Mexico, South
Africa)

Brazil
Russia

18

38%

Q9. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to
do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics Ages 25-64 in 9-country total (U.S., U.K., Germany, France, China, India,
Indonesia, Mexico, South Africa; 600 respondents per country, n. 5,400)

40%
43%
34%

65%
63%
63%
63%
FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST
ADVANTAGE EXCEPT IN ASIA
TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION

FAMILY-OWNED

SMALL- & MEDIUM-SIZED

PUBLICLY-TRADED

PRIVATELY-HELD

BIG BUSINESS

85%
71%

74%
68%

63% 62% 61%

62%

65%

76%

73%

62%

63%

48%

APAC

60%

57%

EU

47% 47%

63%
45% 46%

NORTH AMERICA

Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total.

19

80%
72% 74% 70%

68%

54%

GLOBAL

83%

78%

STATE-OWNED

45%

LATIN AMERICA
DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL INFLUENCE, CUSTOMER
NEEDS AND ENTREPRENEURIALISM SHOW LARGEST GAPS
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES

PUBLICLY-TRADED

PRIVATELY-HELD
67%
70%
60%

ARE INNOVATIVE

66%
61%
65%

OFFER HIGH QUALITY PRODUCTS OR SERVICES

52%
55%

TOP LEADERSHIP

+1
+1

38%
39%
63%
63%

THINK LONG-TERM
46%
44%

-2
58%
54%

DELIVER CONSISTENT FINANCIAL RETURNS

20

+3

52%
53%

ACT RESPONSIBLY

HAVE TOO MUCH POLITICAL INFLUENCE

+4

+4

45%
49%

RESPONSIVE TO EMPLOYEES' NEEDS

+6

+4

50%
54%

RESPONSIVE TO SOCIETY'S NEEDS

ARE TRANSPARENT IN THEIR BUSINESS PRACTICES

+8

62%

ARE ENTREPRENEURIAL

ARE PHILANTHROPIC

+9

58%

RESPONSIVE TO CUSTOMERS' NEEDS

60%
43%

Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each
statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD
BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate)
General Publics, 27-country global total.

-4
-17
FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE
YOURSELF. CEOS FLAT FROM 2013.
CREDIBILITY OF SPOKESPEOPLE

2009

2014
62%

2009 VS. 2014

TECHNICAL EXPERT*

ACADEMIC OR EXPERT

67%

TECHNICAL EXPERT

ACADEMIC OR EXPERT

+5

66%

+15

A PERSON LIKE YOURSELF

47%

A PERSON LIKE YOURSELF

FINANCIAL OR INDUSTRY
ANALYST

49%

FINANCIAL OR INDUSTRY
ANALYST

53%

+4

NGO REPRESENTATIVE

52%

+9

52%

+20

NGO REPRESENTATIVE

41%

REGULAR EMPLOYEE

32%

REGULAR EMPLOYEE

CEO

31%

CEO

GOVERNMENT OFFICIAL OR
REGULATOR

29%

GOVERNMENT OFFICIAL OR
REGULATOR

62%

21

43%

36%

+12
+7

Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how
credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 20country global total.

* Not tested in 2009
THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT
COUNTERPARTS ON KEY METRICS
TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING

BUSINESS LEADERS

26%

2013
2014

26%

CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS

20%

21%

MAKE ETHICAL AND MORAL
DECISIONS

18%

20%

TELL YOU THE TRUTH,
REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS

GOVERNMENT LEADERS

15%

15%

CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS

22

19%

19%

SOLVE SOCIAL OR SOCIETAL
ISSUES

2013
2014

14%

15%

MAKE ETHICAL AND MORAL
DECISIONS

12%

13%

TELL YOU THE TRUTH,
REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS

15%

16%

SOLVE SOCIAL OR SOCIETAL
ISSUES

Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government
leaders to do the following? (Top Box, Trust a great deal) General Publics, 27-country global total.
SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE
AND HONG KONG
TRUST IN GOVERNMENT, 2013 VS. 2014
= HISTORIC LOW

2013

GLOBAL HISTORIC LOW (2009) = 43%

2014

HIGHER TRUST IN 9 COUNTRIES

LOWER/EQUAL TRUST IN 17 COUNTRIES

88%

82%

81%
76%

75%

73%

62%
56%

45%47%
43%
40%

43%

63%
60%

53%

53%
48%
44%

65%
63%
60%
57%

49%
45%
48%
44%

53%

51%

49%

47%

37%

35%
30%

32%

32%

28%

29% 27%

17%

23%
19%

24%
20%18%

19%

21%

N.A.

23

50%
45%

41%

42%

33%34%

32%

58%
54%

Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.
GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND
GOVERNMENT
TRUST IN BUSINESS VS. GOVERNMENT
BUSINESS
GOVERNMENT

HIGHER TRUST
IN GOVERNMENT

HIGHER TRUST IN BUSINESS

88%

20+ PT. HIGHER TRUST IN BUSINESS

82%

82%

79%
76%
77%

73%

72%

75%
71%

70%
63%

63%

58%

58%

58%
53%

50%

62%
57%

54% 56%

53%

53%

51%
45%

44%

45%

45%
38%
37%

41%

42%

43%

60%

59%
56%

54%
49% 49%
45%
45%

43%
43%

32%
27%

24%

23%
17%

19%

45%
39%

34%
28%

51%

21%
18%

Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what
is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 2024 country global total.
HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST
GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009

BUSINESS

70%

GOVERNMENT

60%

54%

58%

56%

58%

trust gap
between
business
and
government

53%
50%

52%

50%

48%

47%

44%

43%
43%

40%

30%
2009

2010

2011

2012

2013

2014

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means

25 that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total.

14 point
BUSINESS CONSISTENTLY TRUSTED MORE THAN GOVERNMENT
WESTERN (US, UK, FR, GER) TRUST IN GOVERNMENT AND BUSINESS SINCE 2003, 35-64 YEAR OLD INFORMED PUBLICS

BUSINESS

60%

GOVERNMENT

50%

51%

50%
46%

43%

42%
39%

40%

41%

39%

38%
35%
30%

36%
34%

31%

48%

42%
42%
39%

34%

36%

33%

38%

32%

29%
26%
20%
2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means

26 that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics, 35-64 in a 4-country total (US, UK, France and Germany)

2013

2014
TWO | The Intersection Between Business
and Government
BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED GOVERNMENT REGULATION
OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES
GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL

NOT ENOUGH REGULATION

GERMANY: 66% SAY
NOT ENOUGH
REGULATION OF
FINANCIAL SERVICES
INDUSTRY
53%

TOO MUCH REGULATION

UK: 73% SAY
NOT ENOUGH
REGULATION OF
ENERGY
INDUSTRY
51%

CHINA: 84% SAY
NOT ENOUGH
REGULATION OF
FOOD & BEVERAGE
INDUSTRY

48%

42%

27%
16%

Government Regulation of
Business

Government Regulation of
Financial Services Industry

17%

12%

Government Regulation of Government Regulation of
the Energy Industry
the Food & Beverage Industry

Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount?
(Not Enough, Too much) Informed Publics, 27-country global total. Q262. When it comes to government regulation of the financial services industry, do you think that your
government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q263. When it comes to government
28 regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough
or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
OVER HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS

51%
28%
23%

21%
18%

5%

4%
1%

PROTECT
CONSUMERS FROM
IRRESPONSIBLE
BUSINESSES

REGULATE
BUSINESS

BUILD BUSINESS
ENSURE FREE
GOVERNMENT FINANCIALLY HELP
INFRASTRUCTURE MARKET ACCESS SHOULD NOT PLAY BUSINESS DURING
A ROLE IN
CRISES
BUSINESS

29 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total.

DON'T KNOW
BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS
When policymakers are developing new regulations on
businesses and industries, they should consult with multiple
stakeholders (i.e. NGOs, academics, the affected
businesses/industries, etc.) before making final decisions

79%

The energy industry should be a more active participant in
the broader debate over [COUNTRY] energy policy

74%

65%

The food and beverage industry should be a more active
participant in the broader debate in [COUNTRY] over
solutions to food and nutrition policy issues

74%

89%

The financial services industry should be a more active
participant in the broader debate over the future of the
[COUNTRY] banking system

71% 47%

30 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
THREE | Building Trust Through Context
16 KEY ATTRIBUTES TO BUILDING TRUST
ENGAGEMENT
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

Edelman Trust Barometer research
reveals 16 specific attributes which
build trust.

INTEGRITY
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

These can be grouped into
five performance clusters listed here
in rank order of importance.

PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

PURPOSE
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS

OPERATIONS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
32

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL

TRUST-BUILDING OPPORTUNITY
QUADRANT

UNDER-PERFORMING ON HIGH PRIORITIES

HIGH-PERFORMING ON HIGH PRIORITIES

ENGAGEMENT

STATED IMPORTANCE

PRODUCTS & SERVICES
INTEGRITY

PURPOSE

UNDER-PERFORMING ON LOWER EXPECTATIONS

OPERATIONS
Now tablestakes, in 2008
Operations were much higher
in importance for building trust.
HIGH-PERFORMING ON LOWER PRIORITIES

STATED PERFORMANCE
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important

33 to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) General Publics, 27-country global total.;

Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing
extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General Publics, 27-country global total.
TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT
CLUSTERS
THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS
…it will have its greatest impact in these clusters

If companies exhibit these positive behaviors...
ENSURES QUALITY CONTROL IN
PRODUCTS

86%

ENGAGEMENT

INTEGRITY

PRODUCTS & SERVICES

85%

PROTECTS CUSTOMER DATA

ENGAGEMENT

INTEGRITY

PRODUCTS & SERVICES

85%

RESPECTS EMPLOYEE RIGHTS

RESPONSIBLE SUPPLY CHAIN
MANAGEMENT

PAYS APPROPRIATE LEVEL OF TAX

83%

80%

ENGAGEMENT

INTEGRITY

ENGAGEMENT

INTEGRITY

ENGAGEMENT

INTEGRITY

PURPOSE
34 Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is

"not at all important to building your trust" and nine means it is "extremely important to building your trust" in a company. (Top 4 Box, Important in Building Trust) General
Publics, 27-country global total.
NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN
ETHICAL BUSINESS PRACTICE
THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS
If companies exhibit these negative behaviors...

…it will have its greatest impact in these clusters

81%

UNETHICAL BUSINESS PRACTICES

ENGAGEMENT

FAILS TO KEEP CUSTOMER
INFORMATION SECURE

80%

INTEGRITY

IRRESPONSIBLE DURING A CRISIS

80%

INTEGRITY

INTEGRITY

SUB-STANDARD WORK CONDITIONS

79%

ENGAGEMENT

INTEGRITY

MISREPRESENTS THE COMPANY

79%

ENGAGEMENT

INTEGRITY

Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action

35 has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine,
the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) General Publics, 27-country
global total.
DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS; EMPLOYEES ARE
TRUSTED SOURCE ACROSS AREAS
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING
COMPANY'S CEO

COMPANY'S EMPLOYEE

ACTIVIST CONSUMER

ACADEMIC

MEDIA SPOKESPERSON

50%

37%
31% 32%

32%

30%

21% 21%

INTEGRITY

30%

23%
19%

PRODUCTS &
SERVICES

27%
23% 22%

25%
21%
16%

14%

13%

12%

ENGAGEMENT

26%
24%

17%

15%

36

31%
27%
25%

21%

36%

34%

PURPOSE

OPERATIONS

Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select
which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.

TOTALS
WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY

82%

81%

80%

79%
69%
53%

Communicates
clearly and
transparently

37

Tells the truth,
Engages with
Is front and center Is personally involved Has an active media
regardless of how employees regularly during challenging in supporting local
presence
complex or
to discuss the state
times (product
charities and good
unpopular it is
of the business
recalls, lawsuits,
causes
etc.)

Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top
4 Box, Total Important) General Publics, 27-country global total.
A NEW TRUST ENVIRONMENT

There has been a significant change in
the trust environment since 2009.
Business must now lead the debate
for change.
People trust business to innovate, unite
and deliver across borders in a way that
government can’t. This trust comes with
the expectation and responsibility to
maintain it. Doing this is less risky than

Operations and CSR programs are now
tablestakes (compared to 2008). Business
must focus on

Engagement and

Integrity to build trust.
84% believe a company can take
specific actions that both increase profits

improve the economic
and social conditions in the
and

communities where it operates.

not doing it at all.

CEO must become Chief Engagement Officer
38
WE NEED TO EVOLVE…

From only

to include

Micro

Macro

Transactional

Shared Value(s)

Legal Requirements

Societal Expectations

What

How and Why
BUSINESS TO LEAD THE DEBATE FOR CHANGE

Participate

Advocate

Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.

Evaluate

40

Partner, listen and build relationships
to inform strategy.

Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.
On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil
and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair
of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government
Shutdown: REUTERS/Mike Theiler

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2014 Edelman Trust Barometer - Global Results

  • 2. GLOBAL EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets 2 • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data
  • 3. EDELMAN TRUST BAROMETER IN RETROSPECT 2014 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 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 3 BUSINESS TO LEAD THE DEBATE FOR CHANGE RISING INFLUENCE OF NGOS
  • 4. ONE | The State of Trust
  • 5. TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 5 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 2014 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total.
  • 6. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 6 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.
  • 7. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 7 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS:      UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.)
  • 8. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST LEVEL TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014 2013 NGOs most trusted institution in 20 of the 27 countries surveyed in 2014 2014 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 84% 83% 81% 76% 73% 67%66% 66% 63% 64% 57% 76% 75% 69% 67% 70% 67% 64% 61% 76%77% 75%76% 70% 69% 66% 64% 76% 75% 73% 69% 62% 59% 59% 55% 62% 61% 58% 51% 46%47% 40% 41% 37% 37% N.A. 8 67% 63%62% 64% 63% 58% 56% 74% 70% Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total. 50% 47%
  • 9. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 71% 70%70% 66% 59% 55% 57% 60% 57% 54% 61% 58% 63% 68% 63% 61% 61% 54% 54% 52% 47% 60% 59% 66% 48% 42% 49%48% 47% 44% 43% 40% 51% 47% 50% 45% 45% 41% 42% 38% 35% 37% 50% 50% 40% 45% 40% 30% 26% 19% N.A. 9 Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.
  • 10. THE POWER OF SEARCH LEVELS OF TRUST IN SOURCES OF INFORMATION 65% 65% ONLINE SEARCH ENGINES TRADITIONAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 30% Online search 26% Newspapers 54% 21% Television 47% SOCIAL MEDIA HYBRID MEDIA FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS 28% 25% Online search Television 45% OWNED MEDIA SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 36% 20% Newspapers 20% Online search 19% Television Newspapers Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total 10
  • 11. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING MARKETS SOAR TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 70% 63% 59% 64% 58% 45% 39% 40% 73% 71% 62% 61% 58% 56% 56% 52% 53% 49% 48% 77% 62% 58% 57% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 58% 54% 51% 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. 11 Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total. 60% 56% 56% 50% 49% 45% 45%
  • 12. INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS ENTERPRISE TYPE 12 COUNTRY OF ORIGIN (HEADQUARTERS)
  • 13. TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL TRUST IN INDUSTRIES, 2009 VS. 2014 2009 2014 76% TECHNOLOGY 58% AUTOMOTIVE 56% FOOD AND BEVERAGE 2009 VS. 2014 79% TECHNOLOGY 70% AUTOMOTIVE +3 +12 FOOD AND BEVERAGE 66% +10 65% +11 CONSUMER PACKAGED GOODS 54% CONSUMER PACKAGED GOODS ENERGY 55% ENERGY 59% +4 PHARMACEUTICALS 59% +6 PHARMACEUTICALS MEDIA BANKS 13 53% 43% 47% MEDIA 51% +8 BANKS 51% +4 Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where 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, 20-country global total.
  • 14. THE TOP THREE AND BOTTOM THREE MARKETS FOR TRUST IN FINANCIAL SERVICES, FOOD & BEVERAGE AND ENERGY INDUSTRIES LEVELS OF TRUST IN INDUSTRY – TOP THREE & BOTTOM THREE COUNTRIES FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY China 76% India 79% India 81% Indonesia 74% Mexico 76% China 78% UAE 76% UAE 76% India 70% Spain Turkey 43% Germany 36% Ireland 23% Russia 43% Sweden 36% Germany 14 24% 23% Poland 42% U.K. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where 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 31%
  • 15. TRUST IN INDUSTRY VERSUS ITS SECTORS TRUST IN INDUSTRY SECTORS FINANCIAL SERVICES INDUSTRY Banks Credit cards / Payments Financial services industry overall FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY 52% Food Industry overall 63% 52% Food service 62% 48% 47% 46% Fast food restaurants 15 57% Energy industry overall 56% Utilities 54% 62% Food and beverage manufacturers Financial advisory / Asset management 70% Natural Gas Food and beverage retailers Insurance Renewables 61% 47% Mining 50% Oil 50% Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Publics, 27-country global total.
  • 16. COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED TO WESTERN BASED COMPANIES TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES 78% 75% 74% 71% 68% 67% 55% 50% 54% 53% 16 Brazil Spain South Korea Italy France U.S. The Netherlands Japan U.K. Canada Switzerland Germany Sweden 42% 38% 36% 35% 34% Mexico 79% India 79% China 80% TRUSTED Russia MOST Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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, 27-country global total.
  • 17. LOWER WESTERN TRUST IN COMPANIES HEADQUARTERED IN RUSSIA, INDIA AND CHINA, WITH NO IMPROVEMENT IN PAST 5 YEARS TRUST IN COMPANIES HEADQUARTERED IN… CHINA Global 36% China United States United Kingdom Global 76% 21% 31% 38% Russia United States United Kingdom France 25% France Germany 27% Germany 17 INDIA RUSSIA 42% 18% 21% 25% 18% Global 35% 82% India United States United Kingdom France Germany Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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, 27-country global total. 29% 32% 27% 23%
  • 18. APPROXIMATELY TWO-THIRDS OF DEVELOPED MARKET RESPONDENTS REJECT DOMESTIC INVESTMENT FROM COMPANIES BASED IN ANY GIVEN BRIC MARKET HOW MUCH DO YOU TRUST A COMPANY BASED IN [BRIC MARKET] TO... Data from the 2013 Trust Barometer: Emerging Markets Supplement BUY A COMPANY IN YOUR COUNTRY 34% China 38% India 40% Brazil 30% Russia 63% 60% 60% 62% BUY A MINORITY SHARE IN A COMPANY IN YOUR COUNTRY China India 36% 41% 43% Brazil Russia 33% 63% 62% 63% 63% MAKE A MAJOR INVESTMENT IN A NEW PLANT OR OFFICE IN YOUR COUNTRY China Developed Markets (U.S., U.K., Germany, France) India Emerging Markets (China, India, Indonesia, Mexico, South Africa) Brazil Russia 18 38% Q9. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics Ages 25-64 in 9-country total (U.S., U.K., Germany, France, China, India, Indonesia, Mexico, South Africa; 600 respondents per country, n. 5,400) 40% 43% 34% 65% 63% 63% 63%
  • 19. FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE EXCEPT IN ASIA TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS 85% 71% 74% 68% 63% 62% 61% 62% 65% 76% 73% 62% 63% 48% APAC 60% 57% EU 47% 47% 63% 45% 46% NORTH AMERICA Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total. 19 80% 72% 74% 70% 68% 54% GLOBAL 83% 78% STATE-OWNED 45% LATIN AMERICA
  • 20. DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL INFLUENCE, CUSTOMER NEEDS AND ENTREPRENEURIALISM SHOW LARGEST GAPS PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES PUBLICLY-TRADED PRIVATELY-HELD 67% 70% 60% ARE INNOVATIVE 66% 61% 65% OFFER HIGH QUALITY PRODUCTS OR SERVICES 52% 55% TOP LEADERSHIP +1 +1 38% 39% 63% 63% THINK LONG-TERM 46% 44% -2 58% 54% DELIVER CONSISTENT FINANCIAL RETURNS 20 +3 52% 53% ACT RESPONSIBLY HAVE TOO MUCH POLITICAL INFLUENCE +4 +4 45% 49% RESPONSIVE TO EMPLOYEES' NEEDS +6 +4 50% 54% RESPONSIVE TO SOCIETY'S NEEDS ARE TRANSPARENT IN THEIR BUSINESS PRACTICES +8 62% ARE ENTREPRENEURIAL ARE PHILANTHROPIC +9 58% RESPONSIVE TO CUSTOMERS' NEEDS 60% 43% Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics, 27-country global total. -4 -17
  • 21. FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM 2013. CREDIBILITY OF SPOKESPEOPLE 2009 2014 62% 2009 VS. 2014 TECHNICAL EXPERT* ACADEMIC OR EXPERT 67% TECHNICAL EXPERT ACADEMIC OR EXPERT +5 66% +15 A PERSON LIKE YOURSELF 47% A PERSON LIKE YOURSELF FINANCIAL OR INDUSTRY ANALYST 49% FINANCIAL OR INDUSTRY ANALYST 53% +4 NGO REPRESENTATIVE 52% +9 52% +20 NGO REPRESENTATIVE 41% REGULAR EMPLOYEE 32% REGULAR EMPLOYEE CEO 31% CEO GOVERNMENT OFFICIAL OR REGULATOR 29% GOVERNMENT OFFICIAL OR REGULATOR 62% 21 43% 36% +12 +7 Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 20country global total. * Not tested in 2009
  • 22. THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT COUNTERPARTS ON KEY METRICS TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING BUSINESS LEADERS 26% 2013 2014 26% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 20% 21% MAKE ETHICAL AND MORAL DECISIONS 18% 20% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 22 19% 19% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 14% 15% MAKE ETHICAL AND MORAL DECISIONS 12% 13% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 15% 16% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics, 27-country global total.
  • 23. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 56% 45%47% 43% 40% 43% 63% 60% 53% 53% 48% 44% 65% 63% 60% 57% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. 23 50% 45% 41% 42% 33%34% 32% 58% 54% Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.
  • 24. GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINESS GOVERNMENT HIGHER TRUST IN GOVERNMENT HIGHER TRUST IN BUSINESS 88% 20+ PT. HIGHER TRUST IN BUSINESS 82% 82% 79% 76% 77% 73% 72% 75% 71% 70% 63% 63% 58% 58% 58% 53% 50% 62% 57% 54% 56% 53% 53% 51% 45% 44% 45% 45% 38% 37% 41% 42% 43% 60% 59% 56% 54% 49% 49% 45% 45% 43% 43% 32% 27% 24% 23% 17% 19% 45% 39% 34% 28% 51% 21% 18% Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 2024 country global total.
  • 25. HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009 BUSINESS 70% GOVERNMENT 60% 54% 58% 56% 58% trust gap between business and government 53% 50% 52% 50% 48% 47% 44% 43% 43% 40% 30% 2009 2010 2011 2012 2013 2014 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means 25 that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total. 14 point
  • 26. BUSINESS CONSISTENTLY TRUSTED MORE THAN GOVERNMENT WESTERN (US, UK, FR, GER) TRUST IN GOVERNMENT AND BUSINESS SINCE 2003, 35-64 YEAR OLD INFORMED PUBLICS BUSINESS 60% GOVERNMENT 50% 51% 50% 46% 43% 42% 39% 40% 41% 39% 38% 35% 30% 36% 34% 31% 48% 42% 42% 39% 34% 36% 33% 38% 32% 29% 26% 20% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means 26 that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics, 35-64 in a 4-country total (US, UK, France and Germany) 2013 2014
  • 27. TWO | The Intersection Between Business and Government
  • 28. BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL NOT ENOUGH REGULATION GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY 53% TOO MUCH REGULATION UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY 51% CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 48% 42% 27% 16% Government Regulation of Business Government Regulation of Financial Services Industry 17% 12% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q263. When it comes to government 28 regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
  • 29. OVER HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS 51% 28% 23% 21% 18% 5% 4% 1% PROTECT CONSUMERS FROM IRRESPONSIBLE BUSINESSES REGULATE BUSINESS BUILD BUSINESS ENSURE FREE GOVERNMENT FINANCIALLY HELP INFRASTRUCTURE MARKET ACCESS SHOULD NOT PLAY BUSINESS DURING A ROLE IN CRISES BUSINESS 29 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total. DON'T KNOW
  • 30. BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 79% The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy 74% 65% The food and beverage industry should be a more active participant in the broader debate in [COUNTRY] over solutions to food and nutrition policy issues 74% 89% The financial services industry should be a more active participant in the broader debate over the future of the [COUNTRY] banking system 71% 47% 30 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
  • 31. THREE | Building Trust Through Context
  • 32. 16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 32 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  • 33. ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES ENGAGEMENT STATED IMPORTANCE PRODUCTS & SERVICES INTEGRITY PURPOSE UNDER-PERFORMING ON LOWER EXPECTATIONS OPERATIONS Now tablestakes, in 2008 Operations were much higher in importance for building trust. HIGH-PERFORMING ON LOWER PRIORITIES STATED PERFORMANCE Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important 33 to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) General Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General Publics, 27-country global total.
  • 34. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT CLUSTERS THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS …it will have its greatest impact in these clusters If companies exhibit these positive behaviors... ENSURES QUALITY CONTROL IN PRODUCTS 86% ENGAGEMENT INTEGRITY PRODUCTS & SERVICES 85% PROTECTS CUSTOMER DATA ENGAGEMENT INTEGRITY PRODUCTS & SERVICES 85% RESPECTS EMPLOYEE RIGHTS RESPONSIBLE SUPPLY CHAIN MANAGEMENT PAYS APPROPRIATE LEVEL OF TAX 83% 80% ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY PURPOSE 34 Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is "not at all important to building your trust" and nine means it is "extremely important to building your trust" in a company. (Top 4 Box, Important in Building Trust) General Publics, 27-country global total.
  • 35. NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN ETHICAL BUSINESS PRACTICE THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS If companies exhibit these negative behaviors... …it will have its greatest impact in these clusters 81% UNETHICAL BUSINESS PRACTICES ENGAGEMENT FAILS TO KEEP CUSTOMER INFORMATION SECURE 80% INTEGRITY IRRESPONSIBLE DURING A CRISIS 80% INTEGRITY INTEGRITY SUB-STANDARD WORK CONDITIONS 79% ENGAGEMENT INTEGRITY MISREPRESENTS THE COMPANY 79% ENGAGEMENT INTEGRITY Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action 35 has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) General Publics, 27-country global total.
  • 36. DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS; EMPLOYEES ARE TRUSTED SOURCE ACROSS AREAS MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 50% 37% 31% 32% 32% 30% 21% 21% INTEGRITY 30% 23% 19% PRODUCTS & SERVICES 27% 23% 22% 25% 21% 16% 14% 13% 12% ENGAGEMENT 26% 24% 17% 15% 36 31% 27% 25% 21% 36% 34% PURPOSE OPERATIONS Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total. TOTALS
  • 37. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY 82% 81% 80% 79% 69% 53% Communicates clearly and transparently 37 Tells the truth, Engages with Is front and center Is personally involved Has an active media regardless of how employees regularly during challenging in supporting local presence complex or to discuss the state times (product charities and good unpopular it is of the business recalls, lawsuits, causes etc.) Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top 4 Box, Total Important) General Publics, 27-country global total.
  • 38. A NEW TRUST ENVIRONMENT There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it. Doing this is less risky than Operations and CSR programs are now tablestakes (compared to 2008). Business must focus on Engagement and Integrity to build trust. 84% believe a company can take specific actions that both increase profits improve the economic and social conditions in the and communities where it operates. not doing it at all. CEO must become Chief Engagement Officer 38
  • 39. WE NEED TO EVOLVE… From only to include Micro Macro Transactional Shared Value(s) Legal Requirements Societal Expectations What How and Why
  • 40. BUSINESS TO LEAD THE DEBATE FOR CHANGE Participate Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate 40 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
  • 41. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler