Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
Edelman Trust Barometer: Global Energy Industry Edelman
Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.
L’indagine è stata realizzata fra il 13 ottobre e il 24 novembre del 2014 in 27 Paesi con interviste online a 33.000 persone, 6.000 delle quali definite come “élite” per il livello socio-culturale dei partecipanti di età compresa fra i 25 e i 64 anni. L’indagine, giunta alla sua quindicesima edizione, è condotta dalla società Edelman Berland.
Per ulteriori informazioni visitare www.edelman.com/trust2015
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
Edelman Trust Barometer: Global Energy Industry Edelman
Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.
L’indagine è stata realizzata fra il 13 ottobre e il 24 novembre del 2014 in 27 Paesi con interviste online a 33.000 persone, 6.000 delle quali definite come “élite” per il livello socio-culturale dei partecipanti di età compresa fra i 25 e i 64 anni. L’indagine, giunta alla sua quindicesima edizione, è condotta dalla società Edelman Berland.
Per ulteriori informazioni visitare www.edelman.com/trust2015
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
2014 Edelman Trust Barometer: Canadian FindingsEdelman
The Edelman Trust Barometer is the world’s preeminent study of trust around the world. This deck compiles both global and Canadian findings for 2014.
Learn more at http://www.edelman.ca
De Edelman Trust Barometer 2016 is het 16e jaarlijkse wereldwijde onderzoek naar vertrouwen en geloofwaardigheid. De enquête is uitgevoerd door onderzoeksbureau Edelman Berland. Het onderzoek bestond uit een twintig minuten durende online vragenlijst, die afgenomen werd tussen 13 oktober 2015 en 16 november 2015. De Trust Barometer 2016 werd uitgevoerd in 28 landen onder 32.200 respondenten uit het algemene publiek, waarvan 6.200 tot het geïnformeerde publiek (leeftijdscategorie 25-64 jaar) behoort. Geïnformeerd publiek werd gedefinieerd als hogeropgeleiden met een inkomen dat in de top 25 procent ligt van mensen in dezelfde leeftijdscategorie uit hetzelfde land. Ze volgen meerdere keren per week zakelijke en nieuwsmedia en publieke beleidsissues.
The Edelman Trust Barometer 2015 Global & Indonesia ResultsEdelman Indonesia
This optimism was captured in the results of this year’s Edelman Trust Barometer. This is the firm’s 15th annual global trust and credibility survey and the 7th year it has been conducted in Indonesia. The survey looks at trust across business, government, media and NGOs. The research surveyed 1,000 people from the general public in Indonesia, plus an additional 200 ‘informed public’ (top quartile income, college educated and self-identifying as active media consumers); as part of the overall 33,000 people surveyed in 27 countries.
Our 2016 Edelman TRUST BAROMETER for Ireland revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
Informe 2016 sobre la evolución de la confianza entre organizaciones y consumidores. Realizada con un universo de 33.000 personas +18 en 25 países, con muestras de 1.150 participantes por país (España incluida). Añade elementos comparativos con estudios de años anteriores
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 24th, 2014. The 2015 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit www.edelman.com/trust2015
2015 Edelman Trust Barometer - Energy Sector ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. This deck reveals insights on the global energy sector.
Learn more: http://edl.mn/1FAgeVZ
For more information, please contact Joseph.Campbell@edelman.com.
2014 Edelman Trust Barometer - Global ResultsEdelman
The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust. We survey 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 markets around the world on their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
Learn more here http://www.edelman.com/Trust2014
2015 Edelman Trust Barometer - Global ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 24th, 2014. The 2015 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
For more information, visit http://www.edelman.com/trust2015
February 12, 2015 Correction: A previous version of this report incorrectly labeled the data on slide 11 as being about information “created by each author on social networking sites, content sharing sites and online-only information sources.” The data is not about trust in authors but trust in sources, and the label has been updated.
February 5, 2015 Correction: A previous version of this report stated in a headline on slide 20 that an “expert” and "a person like yourself" are twice as credible as a CEO - they are more credible by at least 20 percentage points; a Jeff Bezos quote on slide 23 misused “business" for “society."
January 28, 2015 Correction: A previous version of this report had reversed the labeling of business and government on slide 46 in the appendix.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
2014 Edelman Trust Barometer: Canadian FindingsEdelman
The Edelman Trust Barometer is the world’s preeminent study of trust around the world. This deck compiles both global and Canadian findings for 2014.
Learn more at http://www.edelman.ca
De Edelman Trust Barometer 2016 is het 16e jaarlijkse wereldwijde onderzoek naar vertrouwen en geloofwaardigheid. De enquête is uitgevoerd door onderzoeksbureau Edelman Berland. Het onderzoek bestond uit een twintig minuten durende online vragenlijst, die afgenomen werd tussen 13 oktober 2015 en 16 november 2015. De Trust Barometer 2016 werd uitgevoerd in 28 landen onder 32.200 respondenten uit het algemene publiek, waarvan 6.200 tot het geïnformeerde publiek (leeftijdscategorie 25-64 jaar) behoort. Geïnformeerd publiek werd gedefinieerd als hogeropgeleiden met een inkomen dat in de top 25 procent ligt van mensen in dezelfde leeftijdscategorie uit hetzelfde land. Ze volgen meerdere keren per week zakelijke en nieuwsmedia en publieke beleidsissues.
The Edelman Trust Barometer 2015 Global & Indonesia ResultsEdelman Indonesia
This optimism was captured in the results of this year’s Edelman Trust Barometer. This is the firm’s 15th annual global trust and credibility survey and the 7th year it has been conducted in Indonesia. The survey looks at trust across business, government, media and NGOs. The research surveyed 1,000 people from the general public in Indonesia, plus an additional 200 ‘informed public’ (top quartile income, college educated and self-identifying as active media consumers); as part of the overall 33,000 people surveyed in 27 countries.
Our 2016 Edelman TRUST BAROMETER for Ireland revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
Informe 2016 sobre la evolución de la confianza entre organizaciones y consumidores. Realizada con un universo de 33.000 personas +18 en 25 países, con muestras de 1.150 participantes por país (España incluida). Añade elementos comparativos con estudios de años anteriores
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 24th, 2014. The 2015 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit www.edelman.com/trust2015
2015 Edelman Trust Barometer - Energy Sector ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. This deck reveals insights on the global energy sector.
Learn more: http://edl.mn/1FAgeVZ
For more information, please contact Joseph.Campbell@edelman.com.
2014 Edelman Trust Barometer - Global ResultsEdelman
The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust. We survey 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 markets around the world on their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
Learn more here http://www.edelman.com/Trust2014
2015 Edelman Trust Barometer - Global ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 24th, 2014. The 2015 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
For more information, visit http://www.edelman.com/trust2015
February 12, 2015 Correction: A previous version of this report incorrectly labeled the data on slide 11 as being about information “created by each author on social networking sites, content sharing sites and online-only information sources.” The data is not about trust in authors but trust in sources, and the label has been updated.
February 5, 2015 Correction: A previous version of this report stated in a headline on slide 20 that an “expert” and "a person like yourself" are twice as credible as a CEO - they are more credible by at least 20 percentage points; a Jeff Bezos quote on slide 23 misused “business" for “society."
January 28, 2015 Correction: A previous version of this report had reversed the labeling of business and government on slide 46 in the appendix.
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 33,000 across 27 countries. Here you will find the results focused on the Brazilian market.
For 15 years, the Edelman Trust Barometer has measured trust in institutions, including business, media, NGOs and government. In 2015, we surveyed 33,000 respondents in 27 countries. Since we began tracking trust in financial services in 2011, we have seen a modest increase from 48 percent to 52 percent on a global basis.
Learn more: www.edelman.com/trust2015
The 2015 Edelman Trust Barometer is the firm’s 15th annual exploration of trust. We surveyed 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 countries around the world on their trust in the institutions of government, media, business and NGOs.
2016 Edelman Trust Barometer Hong Kong ResultsEdelman
2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
The global rebound of trust has failed to take root in Hong Kong. Following years of declines, taking Hong Kong from the fifth to seventeenth most trusting nation surveyed, this year’s results indicate an ongoing sense of uncertainty about the future of the SAR’s institutions.
This year’s lecture will include a deep analysis of trust in CEOs and roadmap for CEOs to address the trust gap in Hong Kong, with sentiment towards business leaders here failing to match the improvements recorded globally.
2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
The global rebound of trust has failed to take root in Hong Kong. Following years of declines, taking Hong Kong from the fifth to seventeenth most trusting nation surveyed, this year’s results indicate an ongoing sense of uncertainty about the future of the SAR’s institutions.
This year’s lecture will include a deep analysis of trust in CEOs and roadmap for CEOs to address the trust gap in Hong Kong, with sentiment towards business leaders here failing to match the improvements recorded globally.
2016 Edelman Trust Barometer.
The 2016 Edelman Trust Barometer has been kindly provided by Edelman for the Woolf Institute Trust Website: www.trustcommunity.eu
For more information visit http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-results/
2015 Edelman Trust Barometer: Canadian ResultsEdelman
The Edelman Trust Barometer is the world’s preeminent study of trust around the world. This deck compiles both global and Canadian findings for 2015.
For more information, visit: www.edelman.ca
Das Vertrauen der Deutschen in die hiesige Finanzbranche ist auch fast zehn Jahre nach der Finanzkrise noch stark angeschlagen, das zeigen die Ergebnisse des Edelman Trust Barometers 2016.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
3. 15 YEARS OF TRUST
TRUST IS
ESSENTIAL TO
INNOVATION
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Business
to lead
the debate
for change
Crisis of
leadership
Fall of
government
Rise of
authority figures
Trust is now
an essential line
of business
Business must
partner with government
to regain trust
Young influencers
have more trust
in business
Business more trusted
than government and media
“A person like me”
emerges as credible
spokesperson
Trust shifts from
“authorities” to peers
U.S. companies
in Europe suffer
trust discount
Earned media
more credible
than advertising
Fall of the
celebrity CEO
Rising influence
of NGOs
4. TRUST BAROMETER METHODOLOGY
GLOBAL
RESPONSE
GENERAL ONLINE
POPULATION
INFORMED PUBLICS
The 2015 Edelman Trust Barometer surveyed
33,000 people online across 27 countries between
October– November 2014.
There are 1,000 respondents surveyed per country including
Australia. The online survey is conducted with general population
aged 18 and over.
Edelman surveys an informed public demographic which meet the
following criteria: university educated; household income in top
quartile for age; read or watch business/news media at least
several times a week; follow public policy issues several times per
week. 500 respondents interviewed in the U.S. and China and 200
in other markets including Australia.
AUSTRALIA
RESPONSE
In Australia we have collected seven years of data
with the informed public and four years of data with
the general population.
5. TRUST MATTERS
Behavior based
on trust in
AUSTRALIA.
Q371-376. 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. Informed
Publics, Australia.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action.
Informed Publics, Australia.
DISTRUSTED COMPANIES TRUSTED COMPANIES
- 57%
- 49%
- 25%
- 12%
76%
59%
50%
37%
30%
27%
Refused to buy products/services
Criticized them to a friend/colleague
Shared negative
opinions online
I sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positive
opinions online
Defended company
I bought shares
7. NGOs, BUSINESS, MEDIA ALL DECLINE
LOWEST LEVEL OF TRUST SINCE 2008
Trust in the four
institutions of
Government,
Business, Media
and NGOs, Global
2014 vs. 2015.
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 nine-point scale, where one means that you
“do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics in 27-country global total.
NGOs
63%66%
20152014
#1
Business
57%59%
20152014
#2
Media
51%53%
20152014
#3
Government
48%45%
20152014
#4
8. NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW
The Trust Index
averages a
country’s trust in
the institutions of
Government,
Business, Media
and NGOs.
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
27-country global total.
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
2015
TRUSTERS
NEUTRAL
DISTRUSTERS
Trusters:
From 30%
to 22% in 2015
Distrusters:
From 33%
to 48% in 2015
Global 55
9. THE NEW TRUST DEFICIT
The Trust Index
averages a
country’s trust in
the institutions of
Government,
Business, Media
and NGOs.
Deficit nearly 10
points lower
among general
online population.
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
27-country global total.
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
2015 2015
Nearly 2/3
of countries are now
Distrusters among the
general online population.
Global 46Global 55
TRUSTERS
NEUTRAL
DISTRUSTERS
10. 66
76
73
64 62 61 62
59
47
75 74
84
76 76
70
75
67
70
77
67 66
69
58
67
58
41
47
37
63
81
77
71 70
65 64 63
58
74 73 72 71 71
68 67 67 66
63 62 61 59
57
51
48
38 37
29
TRUST IN NGOS:
STILL MOST TRUSTED BUT NOW WANING
Q11-14. [NGOs 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 nine-point scale where one means
that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
Trust in the
institution of
NGO, Global 2014
vs. 2015.
Lower/Equal Trust in 19 Countries
2014 2015
11. 59
82 82
79
70
54
63
58
45 45 43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43
41 39
57
85 84 84
73
66 64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36
TRUST IN BUSINESS:
HALF BELOW 50 PERCENT
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 nine-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
Trust in the
institution of
Business, Global
2014 vs. 2015.
Lower in trust in 16 countries
2014 2015
12. 53
78
70 71
60
45
48
40 40
35
42
30
19
79
70
61
63
55
58 59
54
48
63
54
41
44
37
40
51
80 79
76
62
51 50
48 47
44 43 42
20
77
59 57 56
52
47 46 45 43 41 40 38
34 34
31
TRUST IN MEDIA:
60 PERCENT OF COUNTRIES DISTRUST MEDIA
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 nine-point scale where one means
that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
Trust in the
institution of
Media, Global
2014 vs. 2015.
Lower/Equal Trust in 15 Countries
2014 2015
13. TRUST IN GOVERNMENT:
19 OF 27 COUNTRIES DISTRUST GOVERNMENT
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 nine-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
45
88
53
76
53
60
27
49
42
32
37
34
28
19
24
18
21
75
63
56
51
54
45 43 45 45
23
17
48
9…
82 82
72
65
54
50
43 42 41
37
33
30 28 26 26
70
59
49 49
45
42 41 40
33
21
16
Trust in the
institution of
Government,
Global 2014 vs.
2015.
Lower/Equal Trust in 11 Countries
2014 2015
14. DEVELOPING COUNTRY MULTINATIONALS CHALLENGED
Trust in
companies
headquartered in
developed (U.S.,
U.K., Germany,
France, Japan) vs.
developing
countries (China,
India, Russia,
Mexico, Brazil).
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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box,
Trust) Informed Publics, 27-country global total.
Company’s
country of origin
Type of market Percent in market
who trust the company
DEVELOPING
Country multinational
doing business...
DEVELOPED
Country multinational
doing business...
... In a developing country
... In a developed country
... In a developing country
... In a developed country
57%
22%
77%
58%
15. TRUST AROUND THE WORLD
TOWARD TRUSTED INNOVATION
BUILDING TRUST IN 2015
THE AUSTRALIAN
STORY
16. THE EVAPORATION OF TRUST IN AUSTRALIA:
TRUST IN ALL FOUR INSTITUTIONS DECLINES
Trust in the four
institutions of
Government,
Business, Media
and NGOs in
AUSTRALIA, 2014
vs. 2015.
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 nine-point scale, where one means that you “do
not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box Trust) Informed Publics in Australia.
NGOs
66%
70%
20152014
Government
49%
56%
20152014
Business
48%
59%
20152014
Media
43%
48%
20152014
17. TRUST IN GOVERNMENT DECLINES
Trust in the
institution of
government in
AUSTRALIA,
informed public
vs. general online
population.
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 nine-point scale, where one means that you “do
not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, General Population in Australia.
56%
41%
52%
47%
43%
56%
49%
33%
32%
38% 37%
2009 2010 2011 2012 2013 2014 2015
Federal Election Federal Election
18. Q324-327. Below is a list of institutions. For each one, please indicate how much your trust in that institution has increased or decreased over the last year using a 9-point scale where one
means that your “trust has decreased,” nine means that your “trust has increased” and five means that your “trust has not changed”.
Q330/Q331. [TRUST DECREASED] For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year?
GOVERNMENT FOR THE GREATER GOOD?
Reasons trust in
government
decreased in
AUSTRALIA.
57% does not help me and my family live a fulfilling life
55% does not help me and my family live a healthy life
FAILS TO CONTRIBUTE TO THE GREATER
GOOD75%
Reasons for decreased trust in government:
19. TRUST IN BUSINESS DRAMATICALLY DOWN
Trust in the
institution of
business in
AUSTRALIA,
informed public
vs. general online
population.
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 nine-point scale, where one means that you “do
not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, General Population in Australia.
43%
47%
54%
57%
48%
59%
48%
45%
44%
49%
46%
2009 2010 2011 2012 2013 2014 2015
20. 41%
45%
48%
49%
51%
56%
58%
58%
64%
65%
66%
71%
72%
72%
74%
RANKING OF SECTORS BY TRUST
Trust in
businesses in
each of these
industries in
AUSTRALIA.
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 nine-point scale where one means
that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, AUSTRALIA.
TRUST IN TECHNOLOGY
DECLINED
in 70% of countries
including Australia
TRUST IN CONSUMER
TECH DECLINED
in 74% of countries
including Australia
TRUST IN TELECO
DECLINED
in 67% of countries
including Australia
21. BUILDING TRUST IN 2015
TRUST AROUND THE WORLD
THE AUSTRALIAN STORY
TOWARD TRUSTED
INNOVATION
22. “New inventions and things that
customers like are usually good for
business.”
Jeff Bezos, Founder, Chairman & CEO of Amazon.com
23. “New inventions and things that
customers like are usually good for
business.”
Jeff Bezos, Founder, Chairman & CEO of Amazon.com
NOT SO FAST...
24. THE PACE OF INNOVATION
The pace of
development and
change in
business and
industry in
AUSTRALIA today
is...
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most
accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Australia.
53%
23%
20%
Too Fast
Too slow
Just right
25. INNOVATION SEEN TO BE DRIVEN BY
BUSINESS TARGETS AND GREED
Drivers of change
in business and
industry today
In AUSTRALIA
are perceived to
be:
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, Australia.
74% 72%
64%
41%
19%
14%
Business Growth
Targets
Greed/Money Technology Personal
Ambition
Improve
People's Lives
Make the World
a Better Place
26. AUSTRALIANS DON’T TRUST INDUSTRY
TO IMPLEMENT THESE INNOVATIONS
Trust in
industries’ abilities
to responsibly
develop and
release industry-
specific
developments,
compared to trust
in industries in
AUSTRALIA
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing
% who trust, rated 6-9). Informed Publics, in Australia.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale, where one means that you “do
not trust them at all” and nine means that you “trust them a great deal.” Informed Publics, in Australia.
36%
38%
46%
55%
56%
49%
72%
74%
58%
48%Financial Services Industry
Electronic Payments
Health Industry
Personal Health Trackers
Technology Industry
Cloud Computing
Energy Industry
Hydraulic Fracturing
Food & Beverage Industry
Genetically Modified Foods
+ 8
- 3
- 28
- 34
- 13
GapTrust industry sector Trust industry to implement each development
27. 25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TRUSTININSTITUTIONS(TRUSTINDEX)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
HIGHER TRUST CREATES THE OPPORTUNITY FOR
FASTER INNOVATION
Relationship of
trust in
institutions (Trust
Index) and
average trust in
recent business
developments.
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global
total. Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you do not
trust them at all and nine means that you trust them a great deal. Informed Publics, 27-country global total.
UAE
BRA
SING
MAL
MEX
S.KO
ITA
US
ARG
NETH
S.AF
HK
SPA
U.K.
FRA
AUS
CAN
GER
JAP
SWE
IRE
TUR
POL
GLOBAL
RUS
IND
INDO
CHI
28. BUILDING TRUST IN INNOVATION REQUIRES
TRANSPARENCY AND PARTNERSHIP
Actions that
increase trust in
industry to
implement
technology
changes in
AUSTRALIA
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What
impact would each of these actions have on your trust? Informed Publics, in Australia.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most
accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Australia.
Make test results available publicly for review 77%
Partner with an academic institution 69%
Run a clinical trial or beta test 64%
Partner with an NGO 59%
Partner with government 52%
57% AGREE:
New developments
are not tested
enough
30. 16 KEY ATTRIBUTES TO BUILDING TRUST
Edelman Trust
Barometer
research reveals
16 specific
attributes that
build trust.
These can be
grouped into five
performance
clusters listed
here in rank order
of importance.
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Treats employees well
Listens to customer needs and feedback
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
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
Creates programs that positively impact the local community
Addresses society’s needs in its everyday business
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
Delivers consistent financial returns to investors
31. Of these 16 Trust
building
attributes, there is
a large gap
between how
important the
actions are to
building trust and
the perceived
performance of
companies on
these issues.
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 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 Public, Australia.
29%
28%
37%
29%
40%
42%
45%
32%
57%
48%
57%
58%
57%
55%
56%
59%
21%
16%
19%
14%
19%
18%
20%
22%
27%
19%
20%
24%
24%
22%
23%
24%
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Treats employees well
Listens to customer needs and feedback
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
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
Creates programs that positively impact the local community
Addresses society’s needs in its everyday business
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
Delivers consistent financial returns to investors
INTEGRITY AND ENGAGEMENT THE PRIORITY
Importance
Performance
32. LEADERSHIP CRISIS:
CEO CREDIBILITY CONTINUES TO DECLINE
CEO credibility as
a spokesperson,
2009 – 2015,
global and in
AUSTRALIA
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, Trust) Informed Publics, 20-country global total and Australia.
31%
40%
50%
38%
43% 43% 41%
19%
38%
49% 41%
34%
39%
33%
2009 2010 2011 2012 2013 2014 2015
33. LEADERSHIP BOLSTERED BY CHORUS OF VOICES
Credibility of
spokespersons
when forming an
opinion of a
company in
AUSTRALIA
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, Trust) Informed Publics, in Australia.
66%
61%
55% 55%
48%
44%
37%
33%
Academic or
Industry Expert
Company
Technical Expert
A Person
Like Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
Government
Official
or Regulator
CEO
More Trust Less Trust
34. SEARCH ENGINES NOW MORE TRUSTED
Trust in each
source for general
news and
information, in
AUSTRALIA.
QQ178-182 When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one
means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, in Australia.
64%
54%
63%
55%
45%
33%
51%
43%
39%
18%
31%
34%
61%
50%
56%
62%
37%
26%
41%
33%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Digital-first Media
Social Media
Owned Media
35. NEWSPAPER AND SEARCH ENGINES
NOW USED FIRST AND MOST
What is the first
source you go to
for general news
and information
about business;
breaking news;
validate news in
AUSTRALIA
. Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Australia.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in Australia.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Australia.
32%
34%
28%
23%
21%
20%
20% 20%
25%
2013 2014 2015
28%
29%
26%
30% 30%
23%
19%
21%
21%
2013 2014 2015
24%
29%
30%
18%
21%
16%
36%
2…
30%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Newspaper Television Online search
36. FRIENDS/FAMILY MOST TRUSTED CONTENT CREATORS
HOWEVER, COMPANIES I USE ALSO GET MY TRUST
Trust in
information
created by each
author on social
networking sites,
content sharing
sites and online-
only information
sources.
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information
posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Australia. Q397-406. Thinking about the information you consume on content sharing
sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Australia.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the
information posted from each of the following authors or content creators? Informed Publics, in Australia.
TRUSTED
DISTRUSTED
23%
24%
31%
33%
33%
42%
43%
49%
62%
70%
Celebrities
Brands I don't use
A well-known online personality
Elected officials
A company CEO
A journalist
Employees of a company
Companies I use
An academic expert
My friends and family
37. TRUST MATTERS
Behavior based
on trust in
AUSTRALIA.
Q371-376. 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. Informed
Publics, Australia.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action.
Informed Publics, Australia.
Distrusted companies Trusted companies
-57%
-49%
-25%
-12%
76%
59%
50%
37%
30%
27%
Refused to buy products/services
Criticized them to a friend/colleague
Shared negative
opinions online
I sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positive
opinions online
Defended company
I bought shares
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY