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2015 Edelman Trust Barometer - Brazilian Results

This document summarizes the results of the 2015 Edelman Trust Barometer, which measures trust in institutions and companies globally. Some key findings include: - Trust declined across all institutions (government, business, NGOs, and media) between 2014 and 2015 for both informed publics and the general population. - Digital media like search engines, social media, and hybrid media are now more trusted sources of news than traditional media like television and newspapers. - Friends/family and experts are the most trusted sources of information on social media and online sites, while brands and celebrities are the least trusted. - Trust in government is below 50% in 19 of 27 countries surveyed. Half of countries surveyed

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2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS
2 EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY Informed Public • 500 respondents in U.S. and China, and 200 in other countries • Ages 25-64 • College-educated • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets
3 2015 TRUST IS ESSENTIAL TO INNOVATION 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 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 RISING INFLUENCE OF NGOS TRUST IN RETROSPECT
4 2014: A YEAR OF THE UNPREDICTABLE & UNIMAGINABLE
5 TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 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. THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE BUSINESS 66% 63% 2014 2015 #1 53% 51% 2014 2015 #3 59% 57% 2014 2015 #2 45% 48% 2014 2015 #4 GOVERNMENTMEDIA NGOS Informed Public
6 China 79 UAE 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60Hong Kong 59 Mexico 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 S. Korea 51 Sweden 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Ireland 39 Spain 39 Russia 37 Poland 35 NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX: TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 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 2015 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 GLOBAL 55 DISTRUSTERS from 33% to 48% in 2015 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Informed Public #7 #12
7 DEFICIT NEARLY 10 POINTS LOWER AMONG GENERAL POPULATION, WITH AN AVERAGE 3 POINT DECREASE IN TRUST ACROSS ALL COUNTRIES THE NEW TRUST DEFICIT: TRUSTERSNEUTRALDISTRUSTERS 2015 GLOBAL 55 2015 GLOBAL 46 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 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 India 68 UAE 68 Indonesia 67 China 63 Singapore 60 Malaysia 53 Canada 52 Netherlands 52 Mexico 51 Brazil 50 Hong Kong 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 Nearly 2/3 of countries are now DISTRUSTERS among the General Online Population Informed Public General 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. #7 #10
8 Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries 50% TRUST IN NGOS, 2014 VS. 2015 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 NGOS: STILL MOST TRUSTED BUT NOW WANING 2014 2015 Informed Public % Trust 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 #9
9 Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries 50% TRUST IN MEDIA, 2014 VS. 2015 TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA 2014 2015 Informed Public 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 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 #8
10 67% 63% 65% 62% 52% 50% 53% 53% 45% 43% 45% 48% 62% 60% 63% 64% 43% 42% 44% 47% 2012 2013 2014 2015 Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, 20-country global total. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION MEDIA SOURCES: SEARCH ENGINES NOW MOST TRUSTED Online Search Engines 72% (+8) Traditional Media 64% (+2) Hybrid Media 63% (+10) Social Media 59% (+11) Owned Media 57% (+10) Informed Public Millennials Are Even More Trusting of Digital Media
11 TRUST IN INFORMATION ABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH 25% 25% 21% 24% 22% 22% 25% 29% 31% 2013 2014 2015 20% 19% 18% 28% 27% 27% 26% 27% 27% 2013 2014 2015 19% 19% 18% 22% 20% 20% 34% 36% 37% 2013 2014 2015 The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total. Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, 20-country global total.
12 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, 27-country global total. | 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, 27-country global total. | 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, 27- country global total. 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% Brands I don’t use Celebrities Elected officials A well-known online personality A company CEO Employees of a company A journalist Companies I use An academic expert My friends and family Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED TRUSTED NEUTRAL DISTRUSTED
13 Lower Trust in 11 CountriesIncreased Trust in 16 Countries % Trust 50% TRUST IN GOVERNMENT, 2014 VS. 2015 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. TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT Informed Public 2014 2015 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 90 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 #19
14 Lower Trust in 16 CountriesIncreased Trust in 11 Countries % Trust 50% TRUST IN BUSINESS, 2014 VS. 2015 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 BUSINESS: HALF BELOW 50% Informed Public 2014 2015 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 #5
15 FOUR KEY FACTORS AFFECT TRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months
16 50% 80% 77% 72% 66% 67% 66% 63% 64% 61% 61% 61% 57% 53% 54% 52% 78% 75% 71% 67% 67% 66% 63% 63% 61% 60% 60% 57% 54% 53% 51% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE Informed Public 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, 27-country global total. 2014 2015 More Trust Less Trust 70% 74% 67% *% of countries in which trust decreased * * *
17 50% 76% 75% 75% 74% 70% 69% 68% 65% 62% 51% 51% 50% 38% 36% 35% 34% 31% TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED Most Trusted Informed Public 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.
18 TRUST IN COMPANIES WITH HEADQUARTERS 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. COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED Company’s Country of Origin Type of Market Percent in Market Who Trust the Company DEVELOPING Country Multinational Doing Business… … in a Developing Country 57% … in a Developed Country 22% DEVELOPED Country Multinational Doing Business… … in a Developing Country 77% … in a Developed Country 58% Informed Public
19 44% 45% 72% 64% 75% 69% TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS Informed Public 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 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. Edelman’s 2014 Summer Trust Supplement found that, in most emerging markets, large family- owned businesses were the most trusted company type, whereas small family-owned businesses were significantly less trusted. Note that this distinction between large and small family-owned companies used for the Summer Report makes direct comparisons with the 2015 Barometer not possible. DEVELOPED COUNTRIES DEVELOPING COUNTRIES State-owned Big Business Family-ownedState-owned Big Business Family-owned
20 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, 27-country global total. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” TWICE AS CREDIBLE AS CEO 70% 68% 63% 54% 55% 53% 46% 37% 70% 67% 63% 56% 53% 49% 43% 38% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Financial or Industry Analyst Regular Employee CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
21 31% 40% 50% 3… 43% 43% 41% 25% 33% 41% 26% 34% 34% 31% 47% 51% 67% 56% 60% 63% 61% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL), ALL DATA BASED ON 20-COUNTRY TOTALS LEADERSHIP: FRESH DECLINES FOR CEOS CEOs not credible as spokesperson in three-quarters of countries Developing Countries Developed Countries Informed Public 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.
22 16 KEY ATTRIBUTES TO BUILDING TRUST INTEGRITY Has ethical business practices Takes responsible actions to address an issue or crisis Has transparent and open business practices 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 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 Delivers consistent financial returns to investors 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. 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) Informed Public, 27-country global total.
23 25% 24% 23% 22% 25% 25% 26% 29% 32% 26% 27% 30% 28% 27% 28% 28% 34% 34% 37% 34% 44% 44% 48% 40% 58% 50% 53% 57% 55% 55% 54% 57% Delivers Consistent Financial Returns To Investors Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired Has Highly-Regarded And Widely Admired Top Leadership Partners With NGOs, Government And Third Parties To Address Societal Issues Addresses Society'S Needs In Its Everyday Business Creates Programs That Positively Impact The Local Community Works To Protect And Improve The Environment Is An Innovator Of New Products, Services Or Ideas Offers High Quality Products Or Services Communicates Frequently And Honestly On The State Of Its Business Places Customers Ahead Of Profits Listens To Customer Needs And Feedback Treats Employees Well Has Transparent And Open Business Practices Takes Responsible Actions To Address An Issue Or A Crisis Has Ethical Business Practices TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE Informed Public BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE OPERATIONS PURPOSE PRODUCTS INTEGRITY ENGAGEMENT Gap -29 -26 -28 -27 -27 -26 -24 -26 -11 -22 -19 -19 -12 -14 -10 -9 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. Informed 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". Informed Publics, 27 Country Global Total. *Excludes don’t know responses
24 STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES ENGAGEMENT INTEGRITY OPERATIONS PRODUCTS & SERVICES StatedImportance Stated Performance PURPOSE OPERATIONS in 2008 Informed Public 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) Informed Public, 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 nine-point scale, where one means they are "performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.
25 BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY 53% 39% 32% Fails to Contribute to the Greater Good Lacks Economic Growth Does Not Help Me and My Family Live a Fulfilling Life 57% 51% 47% Produces Economic Growth Allows Me to Be a Productive Member of Society Contributes to Greater Good Reasons Trust in Business Has Increased Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY]. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total. Reasons Trust in Business Has Decreased 47% 53% 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
TRUST AND INNOVATION IN BUSINESS
27 - JEFF BEZOS “New inventions and things that customers like are usually good for society.” NOT SO FAST…
28 THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY 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, 27-country global total. TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN 51% Too Fast28% Too Slow Informed Public 19% Just Right
29 24% 30% 35% 54% 66% 70% Make the World a Better Place Improve People's Lives Personal Ambition Greed/Money Business Growth Targets Technology DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE: INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY Informed Public Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, 27-country global total.
30 46% 54% 54% 40% 53% 52% 24% 15% 16% 20% 17% 14% Business Financial Services Industry Health Industry Technology Industry Energy Industry Food and Beverage Industry Informed Public 2014 TRUST BAROMETER: 51% say the most important role for government in business is to protect consumers and regulate business NOT ENOUGH REGULATION TOO MUCH REGULATION GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED TO BE: BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
31 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Informed Public 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. 50%
32 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) Q355-359. Below is 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. BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE +29 +19 +26 +21 +6 83% 72% 71% 60% 37% 54% 53% 45% 39% 31% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods DEVELOPING COUNTRIES DEVELOPED COUNTRIES … but do not take customers in developing markets for granted. Informed Public 50%
33 25 35 45 55 65 75 85 95 25% 35% 45% 55% 65% 75% 85% TRUSTININSTITUTIONS(TRUSTINDEX) TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE) Data from Table 574 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. TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION UAE IND BRA MAL SING MEX GLOBAL US ARG ITA S.KO NETH GER JAP FRA CAN AUS SWE IRE TUR POL S.AF HK SPA U.K. Informed Public RUS INDO CHI
34 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, 27-country global total. 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, 27-country global total. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED 35% 48% 61% 61% 62% 67% 60% 78% 60% 54%Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food and Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT +8 +1 -17 -12 -32 Gap Trust in Industry Sector vs. Trust in Industry to Innovate
35 ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES Make test results available publicly for review 80% Partner with an academic institution 75% Run a clinical trial or beta test 71% Partner with an NGO 63% Partner with government 55% 55% AGREE: New developments are not tested enough TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL Informed Public Q365-369. Below are 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 [INSERT COUNTRY]. 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 [INSERT COUNTRY].
36 THE INNOVATION TRUST MATRIX Less Transparency Less Accessible Lower Understanding Lower Participation Less Control Trusted Innovation APATHY More Transparency More Accessible Greater Understanding Greater Participation More Control More Clear Benefit Greater Personal Benefit Greater Societal Benefit Less Clear Benefit Less Personal Benefit Less Societal Benefit Informed Public Distrusted Innovation FEAR
37 THE NEW FORMULA FOR BUSINESS INNOVATION TI Trusted Innovation Discovery Business brings an unrivaled agility and nimbleness, a multi- stakeholder and often global view, founded in specific expertise no other institution can bring. = (D Benefit Benefit is twofold: personal and societal, referring to the trust placed in companies that address individual needs or challenges, as well as larger, macro-issues facing society. B+ Integrity Attributes that build trust in any company, chiefly having ethical business practices, managing risk, treating employees well and operating responsibly as a good corporate citizen. I)+ E Engagement The multiplier factor: the transparency and 3rd-party validation that is integral to innovation. Making test results publically available for review and partnering with other institutions all increase trust. Ensuring information is easy to find, understand, and share is critical.
38 TOWARDS TRUSTED INNOVATION A REQUIRED SET OF ACTIONS BehaveSolve Engage Fundamentally, business must conduct itself with new rigor and self-awareness. A commitment to robust relationships, transparency and consistency in reporting, active listening to stakeholders’ concerns and a willingness to modify products and services is required. Ultimately this is an action of leadership, culture and conduct. Business must continue to apply its unparalleled perspective and skill to the world’s greatest problems. Enterprise must bring ideas and products to market that yield benefit, while ensuring the public sees the connection between new developments and societal benefit. Innovative product and service solutions should be recognized by stakeholders as more than profit-drivers. Business must adopt a new framework rooted in facilitating dialogue, sharing information and fostering collaboration. Realizing that new developments do not speak for themselves, enterprises must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch their audiences. Business must explain benefits completely, elucidate the technology behind the innovations and communicate its ethical practices in bringing those discoveries to market. A business that does this well is one that invites partnership, encouraged feedback and interaction and listens openly.
39 Trusted Companies BEHAVIOR BASED ON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public 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, 27-country global total. 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, 27-country global total.
40 Trusted Companies BEHAVIOR BASED ON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public 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, 27-country global total. 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, 27-country global total. #1 most trusted media source: ONLINE SEARCH ENGINES #1 most trusted content creators: FRIENDS AND FAMILY
2015 EDELMAN TRUST BAROMETER RESULTADOS BRASIL
42 TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN BRAZIL, 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 Brazil. TRUST IN INSTITUTIONS BUSINESS GOVERNMENTMEDIA NGOS Informed Public 70% 73% 2014 2015 #1 63% 56% 2014 2015 #3 62% 70% 2014 2015 #2 34% 37% 2014 2015 #4
43 Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics, in Brazil. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN BRAZIL MEDIA SOURCES Informed Public 79% 70% 74% 66% 61% 55% 65% 66% 59% 52% 63% 62% 79% 66% 81% 79% 56% 51% 63% 62% 2012 2013 2014 2015 Traditional Media Online Search Engines Social Media Hybrid Media Owned Media 64% 53% 48% 47% 62%
44 TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN BRAZIL MEDIA SOURCES Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Brazil. Q184. What is the first source you go to for breaking news about business? Informed Publics, in Brazil. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Brazil. 36% 24% 27% 25% 30% 27% 12% 18% 14% 2013 2014 2015 35% 26% 25%22% 27% 28% 15% 20% 13% 2013 2014 2015 29% 21% 21%21% 18% 18% 27% 32% 31% 2013 2014 2015 20% 18% 37% 18% 27% 27% 21% 31% 22%
45 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 Brazil. 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 Brazil. 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 Brazil. 36% 38% 40% 49% 56% 59% 68% 74% 81% 84% Elected officials Celebrities Brands I don’t use A well-known online personality Employees of a company A company CEO A journalist Companies I use An academic expert My friends and family Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN BRAZIL TRUSTED NEUTRAL DISTRUSTED CONTENT CREATORS 72% 70% 46%
46 Informed Public TECHNOLOGY LEADS; PRIVACY AND DATA SECURITY ARE ATTENTION POINTS TRUST IN INDUSTRIES 86% 84% 83% 80% 79% 75% 72% 70% 69% 69% 67% 65% 62% 61% 61% 0% 50% 100% 78% 75% 67% 71% 67% 60% 61% 66% 63% 60% 57% 54% 51% 63% 53%
47 50% 57% 68% State-owned Big Business Family-owned Informed Public GLOBAL BRAZIL TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. BRAZIL ENTERPRISE TYPE 46% 71% 83% State-owned Big Business Family-owned 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 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 Brazil and 27-country global total.
48 Informed Public BUILDING “BRAZIL BRAND” 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 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 Brazil and 27-country global total. 88% 88% 88% 85% 83% 83% 83% 81% 76% 71% 71% 70% 61% 53% 51% 50% 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 35%31% 38% 34% 36%
49 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, inBrazil. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN BRAZIL LEADERSHIP 84% 70% 74% 61% 45% 60% 59% 34% 84% 83% 77% 70% 64% 63% 59% 39% A Person Like Yourself Academic or Industry Expert Company Technical Expert Financial or Industry Analyst NGO Representative CEO Regular Employee Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
50 31% 40% 50% 38% 43% 43% 41% 43% 47% 74% 53% 52% 60% 63% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND BRAZIL LEADERSHIP Brazil Informed Public 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 Brazil.
51 54% 51% 49% 45% 49% 52% 60% 61% 61% 56% 53% 57% 59% 57% 56% 60% 52% 55% 53% 54% 59% 63% 69% 59% 69% 64% 67% 67% 69% 68% 64% 71% Delivers Consistent Financial Returns To Investors Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired Has Highly-Regarded And Widely Admired Top Leadership Partners With NGOs, Government And Third Parties To Address Societal Issues Addresses Society'S Needs In Its Everyday Business Creates Programs That Positively Impact The Local Community Works To Protect And Improve The Environment Is An Innovator Of New Products, Services Or Ideas Offers High Quality Products Or Services Communicates Frequently And Honestly On The State Of Its Business Places Customers Ahead Of Profits Listens To Customer Needs And Feedback Treats Employees Well Has Transparent And Open Business Practices Takes Responsible Actions To Address An Issue Or A Crisis Has Ethical Business Practices TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE Informed Public BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE OPERATIONS PURPOSE PRODUCTS INTEGRITY ENGAGEMENT Gap -11 -8 -11 -10 -10 -14 -8 -8 +2 -9 -11 -10 -9 -4 -4 +2 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. Informed Publics , in Brazil. 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". Informed Publics, in Brazil. *Excludes don’t know responses
52 BUILDING AND DEFENDING TRUST 53% 53% 47% Fails to Contribute to the Greater Good Does Not Help Me and My Family Live a Healthy Life Does Not Help Me and My Family Live a Fulfilling Life 68% 49% 38% Produces Economic Growth Allows Me to Be a Productive Member of Society/Helps Me and My Family Live a Healthy Life/Contributes to the Greater Good Helps Me and My Family Live a Fulfiling Life Reasons Trust in Business Has Increased in BRAZIL Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in Brazil. Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Brazil. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Brazil. Reasons Trust in Business Has Decreased in BRAZIL 56% 87% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” 68%
53 THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN BRAZIL 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 Brazil. TRUST IN BUSINESS INNOVATION 59% Too Fast27% Too Slow Informed Public 13% Just Right 28% 19% 51%
54 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, BRAZIL VS. GLOBAL Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? (Top 4 Box, Trust) Informed Publics, in Brazil. BUSINESS INNOVATION +29 +19 +26 +21 +6 Informed Public 50% BRAZIL GLOBAL 80% 78% 73% 48% 39% 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods
55 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 Brazil. 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 Brazil. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN BRAZIL 51% 55% 77% 78% 80% 79% 69% 65% 75% 86% Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food & Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT -6 +3 +12 -14 -28 Gap Trust in Industry Sector vs. Trust in Industry to Innovate BUSINESS INNOVATION
56 ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN BRAZIL Informed Public 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 Brazil. 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 Brazil. TRUST IN INNOVATION Partner with an academic institution 88% Make test results available publicly for review 83% Run a clinical trial or beta test 82% Partner with an NGO 75% Partner with government 64% 75% 80% 63% 55% 71%
57

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2015 Edelman Trust Barometer - Brazilian Results

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    2 EDELMAN’S 15th Annual TRUSTBAROMETER METHODOLOGY Informed Public • 500 respondents in U.S. and China, and 200 in other countries • Ages 25-64 • College-educated • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets
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    3 2015 TRUST ISESSENTIAL TO INNOVATION 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 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 RISING INFLUENCE OF NGOS TRUST IN RETROSPECT
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    4 2014: A YEAR OFTHE UNPREDICTABLE & UNIMAGINABLE
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    5 TRUST IN THEFOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 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. THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE BUSINESS 66% 63% 2014 2015 #1 53% 51% 2014 2015 #3 59% 57% 2014 2015 #2 45% 48% 2014 2015 #4 GOVERNMENTMEDIA NGOS Informed Public
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    6 China 79 UAE 79 Singapore73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60Hong Kong 59 Mexico 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 S. Korea 51 Sweden 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Ireland 39 Spain 39 Russia 37 Poland 35 NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX: TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 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 2015 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 GLOBAL 55 DISTRUSTERS from 33% to 48% in 2015 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Informed Public #7 #12
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    7 DEFICIT NEARLY 10 POINTSLOWER AMONG GENERAL POPULATION, WITH AN AVERAGE 3 POINT DECREASE IN TRUST ACROSS ALL COUNTRIES THE NEW TRUST DEFICIT: TRUSTERSNEUTRALDISTRUSTERS 2015 GLOBAL 55 2015 GLOBAL 46 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 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 India 68 UAE 68 Indonesia 67 China 63 Singapore 60 Malaysia 53 Canada 52 Netherlands 52 Mexico 51 Brazil 50 Hong Kong 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 Nearly 2/3 of countries are now DISTRUSTERS among the General Online Population Informed Public General 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. #7 #10
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    8 Lower/Equal Trust in19 CountriesIncreased Trust in 8 Countries 50% TRUST IN NGOS, 2014 VS. 2015 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 NGOS: STILL MOST TRUSTED BUT NOW WANING 2014 2015 Informed Public % Trust 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 #9
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    9 Lower/Equal Trust in15 CountriesIncreased Trust in 12 Countries 50% TRUST IN MEDIA, 2014 VS. 2015 TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA 2014 2015 Informed Public 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 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 #8
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    10 67% 63% 65% 62% 52% 50% 53% 53% 45% 43% 45% 48% 62% 60% 63% 64% 43% 42% 44% 47% 2012 20132014 2015 Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, 20-country global total. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION MEDIA SOURCES: SEARCH ENGINES NOW MOST TRUSTED Online Search Engines 72% (+8) Traditional Media 64% (+2) Hybrid Media 63% (+10) Social Media 59% (+11) Owned Media 57% (+10) Informed Public Millennials Are Even More Trusting of Digital Media
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    11 TRUST IN INFORMATIONABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH 25% 25% 21% 24% 22% 22% 25% 29% 31% 2013 2014 2015 20% 19% 18% 28% 27% 27% 26% 27% 27% 2013 2014 2015 19% 19% 18% 22% 20% 20% 34% 36% 37% 2013 2014 2015 The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total. Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, 20-country global total.
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    12 Q387-396. Thinking aboutthe 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, 27-country global total. | 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, 27-country global total. | 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, 27- country global total. 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% Brands I don’t use Celebrities Elected officials A well-known online personality A company CEO Employees of a company A journalist Companies I use An academic expert My friends and family Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED TRUSTED NEUTRAL DISTRUSTED
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    13 Lower Trust in11 CountriesIncreased Trust in 16 Countries % Trust 50% TRUST IN GOVERNMENT, 2014 VS. 2015 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. TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT Informed Public 2014 2015 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 90 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 #19
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    14 Lower Trust in16 CountriesIncreased Trust in 11 Countries % Trust 50% TRUST IN BUSINESS, 2014 VS. 2015 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 BUSINESS: HALF BELOW 50% Informed Public 2014 2015 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 #5
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    15 FOUR KEY FACTORS AFFECTTRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months
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    16 50% 80% 77% 72% 66% 67% 66% 63%64% 61% 61% 61% 57% 53% 54% 52% 78% 75% 71% 67% 67% 66% 63% 63% 61% 60% 60% 57% 54% 53% 51% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE Informed Public 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, 27-country global total. 2014 2015 More Trust Less Trust 70% 74% 67% *% of countries in which trust decreased * * *
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    17 50% 76% 75% 75%74% 70% 69% 68% 65% 62% 51% 51% 50% 38% 36% 35% 34% 31% TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED Most Trusted Informed Public 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.
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    18 TRUST IN COMPANIESWITH HEADQUARTERS 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. COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED Company’s Country of Origin Type of Market Percent in Market Who Trust the Company DEVELOPING Country Multinational Doing Business… … in a Developing Country 57% … in a Developed Country 22% DEVELOPED Country Multinational Doing Business… … in a Developing Country 77% … in a Developed Country 58% Informed Public
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    19 44% 45% 72% 64% 75% 69% TRUST INDIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS Informed Public 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 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. Edelman’s 2014 Summer Trust Supplement found that, in most emerging markets, large family- owned businesses were the most trusted company type, whereas small family-owned businesses were significantly less trusted. Note that this distinction between large and small family-owned companies used for the Summer Report makes direct comparisons with the 2015 Barometer not possible. DEVELOPED COUNTRIES DEVELOPING COUNTRIES State-owned Big Business Family-ownedState-owned Big Business Family-owned
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    20 Q130-143. [TRACKING] Belowis 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, 27-country global total. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” TWICE AS CREDIBLE AS CEO 70% 68% 63% 54% 55% 53% 46% 37% 70% 67% 63% 56% 53% 49% 43% 38% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Financial or Industry Analyst Regular Employee CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
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    21 31% 40% 50% 3… 43% 43% 41% 25% 33% 41% 26% 34%34% 31% 47% 51% 67% 56% 60% 63% 61% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL), ALL DATA BASED ON 20-COUNTRY TOTALS LEADERSHIP: FRESH DECLINES FOR CEOS CEOs not credible as spokesperson in three-quarters of countries Developing Countries Developed Countries Informed Public 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.
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    22 16 KEY ATTRIBUTES TOBUILDING TRUST INTEGRITY Has ethical business practices Takes responsible actions to address an issue or crisis Has transparent and open business practices 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 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 Delivers consistent financial returns to investors 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. 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) Informed Public, 27-country global total.
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    23 25% 24% 23% 22% 25% 25% 26% 29% 32% 26% 27% 30% 28% 27% 28% 28% 34% 34% 37% 34% 44% 44% 48% 40% 58% 50% 53% 57% 55% 55% 54% 57% Delivers Consistent FinancialReturns To Investors Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired Has Highly-Regarded And Widely Admired Top Leadership Partners With NGOs, Government And Third Parties To Address Societal Issues Addresses Society'S Needs In Its Everyday Business Creates Programs That Positively Impact The Local Community Works To Protect And Improve The Environment Is An Innovator Of New Products, Services Or Ideas Offers High Quality Products Or Services Communicates Frequently And Honestly On The State Of Its Business Places Customers Ahead Of Profits Listens To Customer Needs And Feedback Treats Employees Well Has Transparent And Open Business Practices Takes Responsible Actions To Address An Issue Or A Crisis Has Ethical Business Practices TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE Informed Public BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE OPERATIONS PURPOSE PRODUCTS INTEGRITY ENGAGEMENT Gap -29 -26 -28 -27 -27 -26 -24 -26 -11 -22 -19 -19 -12 -14 -10 -9 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. Informed 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". Informed Publics, 27 Country Global Total. *Excludes don’t know responses
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    24 STATED IMPORTANCE VS.STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES ENGAGEMENT INTEGRITY OPERATIONS PRODUCTS & SERVICES StatedImportance Stated Performance PURPOSE OPERATIONS in 2008 Informed Public 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) Informed Public, 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 nine-point scale, where one means they are "performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.
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    25 BUILDING AND DEFENDINGTRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY 53% 39% 32% Fails to Contribute to the Greater Good Lacks Economic Growth Does Not Help Me and My Family Live a Fulfilling Life 57% 51% 47% Produces Economic Growth Allows Me to Be a Productive Member of Society Contributes to Greater Good Reasons Trust in Business Has Increased Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY]. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total. Reasons Trust in Business Has Decreased 47% 53% 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
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    27 - JEFF BEZOS “Newinventions and things that customers like are usually good for society.” NOT SO FAST…
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    28 THE PACE OFDEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY 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, 27-country global total. TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN 51% Too Fast28% Too Slow Informed Public 19% Just Right
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    29 24% 30% 35% 54% 66% 70% Make the Worlda Better Place Improve People's Lives Personal Ambition Greed/Money Business Growth Targets Technology DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE: INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY Informed Public Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, 27-country global total.
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    30 46% 54% 54% 40% 53% 52% 24% 15%16% 20% 17% 14% Business Financial Services Industry Health Industry Technology Industry Energy Industry Food and Beverage Industry Informed Public 2014 TRUST BAROMETER: 51% say the most important role for government in business is to protect consumers and regulate business NOT ENOUGH REGULATION TOO MUCH REGULATION GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED TO BE: BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
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    31 TRUST IN RECENTDEVELOPMENTS IN BUSINESS AND INDUSTRY BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Informed Public 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. 50%
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    32 TRUST IN RECENTDEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) Q355-359. Below is 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. BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE +29 +19 +26 +21 +6 83% 72% 71% 60% 37% 54% 53% 45% 39% 31% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods DEVELOPING COUNTRIES DEVELOPED COUNTRIES … but do not take customers in developing markets for granted. Informed Public 50%
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    33 25 35 45 55 65 75 85 95 25% 35% 45%55% 65% 75% 85% TRUSTININSTITUTIONS(TRUSTINDEX) TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE) Data from Table 574 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. TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION UAE IND BRA MAL SING MEX GLOBAL US ARG ITA S.KO NETH GER JAP FRA CAN AUS SWE IRE TUR POL S.AF HK SPA U.K. Informed Public RUS INDO CHI
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    34 Q360-364: Now thinkingspecifically 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, 27-country global total. 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, 27-country global total. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED 35% 48% 61% 61% 62% 67% 60% 78% 60% 54%Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food and Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT +8 +1 -17 -12 -32 Gap Trust in Industry Sector vs. Trust in Industry to Innovate
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    35 ACTIONS THAT INCREASETRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES Make test results available publicly for review 80% Partner with an academic institution 75% Run a clinical trial or beta test 71% Partner with an NGO 63% Partner with government 55% 55% AGREE: New developments are not tested enough TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL Informed Public Q365-369. Below are 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 [INSERT COUNTRY]. 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 [INSERT COUNTRY].
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    36 THE INNOVATION TRUST MATRIX Less Transparency LessAccessible Lower Understanding Lower Participation Less Control Trusted Innovation APATHY More Transparency More Accessible Greater Understanding Greater Participation More Control More Clear Benefit Greater Personal Benefit Greater Societal Benefit Less Clear Benefit Less Personal Benefit Less Societal Benefit Informed Public Distrusted Innovation FEAR
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    37 THE NEW FORMULAFOR BUSINESS INNOVATION TI Trusted Innovation Discovery Business brings an unrivaled agility and nimbleness, a multi- stakeholder and often global view, founded in specific expertise no other institution can bring. = (D Benefit Benefit is twofold: personal and societal, referring to the trust placed in companies that address individual needs or challenges, as well as larger, macro-issues facing society. B+ Integrity Attributes that build trust in any company, chiefly having ethical business practices, managing risk, treating employees well and operating responsibly as a good corporate citizen. I)+ E Engagement The multiplier factor: the transparency and 3rd-party validation that is integral to innovation. Making test results publically available for review and partnering with other institutions all increase trust. Ensuring information is easy to find, understand, and share is critical.
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    38 TOWARDS TRUSTED INNOVATION AREQUIRED SET OF ACTIONS BehaveSolve Engage Fundamentally, business must conduct itself with new rigor and self-awareness. A commitment to robust relationships, transparency and consistency in reporting, active listening to stakeholders’ concerns and a willingness to modify products and services is required. Ultimately this is an action of leadership, culture and conduct. Business must continue to apply its unparalleled perspective and skill to the world’s greatest problems. Enterprise must bring ideas and products to market that yield benefit, while ensuring the public sees the connection between new developments and societal benefit. Innovative product and service solutions should be recognized by stakeholders as more than profit-drivers. Business must adopt a new framework rooted in facilitating dialogue, sharing information and fostering collaboration. Realizing that new developments do not speak for themselves, enterprises must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch their audiences. Business must explain benefits completely, elucidate the technology behind the innovations and communicate its ethical practices in bringing those discoveries to market. A business that does this well is one that invites partnership, encouraged feedback and interaction and listens openly.
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    39 Trusted Companies BEHAVIOR BASEDON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public 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, 27-country global total. 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, 27-country global total.
  • 40.
    40 Trusted Companies BEHAVIOR BASEDON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public 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, 27-country global total. 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, 27-country global total. #1 most trusted media source: ONLINE SEARCH ENGINES #1 most trusted content creators: FRIENDS AND FAMILY
  • 41.
  • 42.
    42 TRUST IN THEFOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN BRAZIL, 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 Brazil. TRUST IN INSTITUTIONS BUSINESS GOVERNMENTMEDIA NGOS Informed Public 70% 73% 2014 2015 #1 63% 56% 2014 2015 #3 62% 70% 2014 2015 #2 34% 37% 2014 2015 #4
  • 43.
    43 Q178-182. When lookingfor 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 Brazil. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN BRAZIL MEDIA SOURCES Informed Public 79% 70% 74% 66% 61% 55% 65% 66% 59% 52% 63% 62% 79% 66% 81% 79% 56% 51% 63% 62% 2012 2013 2014 2015 Traditional Media Online Search Engines Social Media Hybrid Media Owned Media 64% 53% 48% 47% 62%
  • 44.
    44 TRUST IN INFORMATIONCREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN BRAZIL MEDIA SOURCES Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Brazil. Q184. What is the first source you go to for breaking news about business? Informed Publics, in Brazil. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Brazil. 36% 24% 27% 25% 30% 27% 12% 18% 14% 2013 2014 2015 35% 26% 25%22% 27% 28% 15% 20% 13% 2013 2014 2015 29% 21% 21%21% 18% 18% 27% 32% 31% 2013 2014 2015 20% 18% 37% 18% 27% 27% 21% 31% 22%
  • 45.
    45 Q387-396. Thinking aboutthe 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 Brazil. 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 Brazil. 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 Brazil. 36% 38% 40% 49% 56% 59% 68% 74% 81% 84% Elected officials Celebrities Brands I don’t use A well-known online personality Employees of a company A company CEO A journalist Companies I use An academic expert My friends and family Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN BRAZIL TRUSTED NEUTRAL DISTRUSTED CONTENT CREATORS 72% 70% 46%
  • 46.
    46 Informed Public TECHNOLOGY LEADS; PRIVACYAND DATA SECURITY ARE ATTENTION POINTS TRUST IN INDUSTRIES 86% 84% 83% 80% 79% 75% 72% 70% 69% 69% 67% 65% 62% 61% 61% 0% 50% 100% 78% 75% 67% 71% 67% 60% 61% 66% 63% 60% 57% 54% 51% 63% 53%
  • 47.
    47 50% 57% 68% State-owned Big BusinessFamily-owned Informed Public GLOBAL BRAZIL TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. BRAZIL ENTERPRISE TYPE 46% 71% 83% State-owned Big Business Family-owned 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 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 Brazil and 27-country global total.
  • 48.
    48 Informed Public BUILDING “BRAZIL BRAND” 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 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 Brazil and 27-country global total. 88% 88% 88% 85% 83% 83% 83% 81% 76% 71% 71% 70% 61% 53% 51% 50% 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 35%31% 38% 34% 36%
  • 49.
    49 Q130-143. [TRACKING] Belowis 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, inBrazil. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN BRAZIL LEADERSHIP 84% 70% 74% 61% 45% 60% 59% 34% 84% 83% 77% 70% 64% 63% 59% 39% A Person Like Yourself Academic or Industry Expert Company Technical Expert Financial or Industry Analyst NGO Representative CEO Regular Employee Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
  • 50.
    50 31% 40% 50% 38% 43% 43% 41% 43% 47% 74% 53% 52% 60% 63% 20092010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND BRAZIL LEADERSHIP Brazil Informed Public 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 Brazil.
  • 51.
    51 54% 51% 49% 45% 49% 52% 60% 61% 61% 56% 53% 57% 59% 57% 56% 60% 52% 55% 53% 54% 59% 63% 69% 59% 69% 64% 67% 67% 69% 68% 64% 71% Delivers Consistent FinancialReturns To Investors Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired Has Highly-Regarded And Widely Admired Top Leadership Partners With NGOs, Government And Third Parties To Address Societal Issues Addresses Society'S Needs In Its Everyday Business Creates Programs That Positively Impact The Local Community Works To Protect And Improve The Environment Is An Innovator Of New Products, Services Or Ideas Offers High Quality Products Or Services Communicates Frequently And Honestly On The State Of Its Business Places Customers Ahead Of Profits Listens To Customer Needs And Feedback Treats Employees Well Has Transparent And Open Business Practices Takes Responsible Actions To Address An Issue Or A Crisis Has Ethical Business Practices TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE Informed Public BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE OPERATIONS PURPOSE PRODUCTS INTEGRITY ENGAGEMENT Gap -11 -8 -11 -10 -10 -14 -8 -8 +2 -9 -11 -10 -9 -4 -4 +2 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. Informed Publics , in Brazil. 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". Informed Publics, in Brazil. *Excludes don’t know responses
  • 52.
    52 BUILDING AND DEFENDINGTRUST 53% 53% 47% Fails to Contribute to the Greater Good Does Not Help Me and My Family Live a Healthy Life Does Not Help Me and My Family Live a Fulfilling Life 68% 49% 38% Produces Economic Growth Allows Me to Be a Productive Member of Society/Helps Me and My Family Live a Healthy Life/Contributes to the Greater Good Helps Me and My Family Live a Fulfiling Life Reasons Trust in Business Has Increased in BRAZIL Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in Brazil. Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Brazil. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Brazil. Reasons Trust in Business Has Decreased in BRAZIL 56% 87% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” 68%
  • 53.
    53 THE PACE OFDEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN BRAZIL 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 Brazil. TRUST IN BUSINESS INNOVATION 59% Too Fast27% Too Slow Informed Public 13% Just Right 28% 19% 51%
  • 54.
    54 TRUST IN RECENTDEVELOPMENTS IN BUSINESS AND INDUSTRY, BRAZIL VS. GLOBAL Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? (Top 4 Box, Trust) Informed Publics, in Brazil. BUSINESS INNOVATION +29 +19 +26 +21 +6 Informed Public 50% BRAZIL GLOBAL 80% 78% 73% 48% 39% 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods
  • 55.
    55 Q360-364: Now thinkingspecifically 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 Brazil. 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 Brazil. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN BRAZIL 51% 55% 77% 78% 80% 79% 69% 65% 75% 86% Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food & Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT -6 +3 +12 -14 -28 Gap Trust in Industry Sector vs. Trust in Industry to Innovate BUSINESS INNOVATION
  • 56.
    56 ACTIONS THAT INCREASETRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN BRAZIL Informed Public 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 Brazil. 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 Brazil. TRUST IN INNOVATION Partner with an academic institution 88% Make test results available publicly for review 83% Run a clinical trial or beta test 82% Partner with an NGO 75% Partner with government 64% 75% 80% 63% 55% 71%
  • 57.

Editor's Notes

  • #2 This is the 15th year of the Edelman Trust Barometer. Early on in the history of the Trust Barometer, we saw the power of NGOs, in the middle of the decade was the rise of a person like yourself and the development of a horizontal, peer-to-peer communications path. Then it was the recovery of trust in business after its terrible fall in 2008/2009. The images this year speak to major points of context throughout a year that was filled with previously unimaginable events: the conflict in Ukraine, the SONY Pictures hack, disappearance of MH370, spread of Ebola, controversy around Uber.
  • #3 For 15 years we have conducted this survey. In total, we surveyed 33,000 respondents in 27 countries. 1,000 general online population respondents per market were collected for a total of 27,000. 500 informed public respondents—those in higher income groups with significant media consumption—were polled in the US and China, with 200 surveyed in each of the other countries. In general, we find that the general population is around 10 points more skeptical than the informed public.
  • #4 Long-term trends show that typically business is the most volatile of the four institutions, following the rise and fall of economic circumstance and scandal. Government, which was in ascension in 2008/2009, has fallen substantially in recent years. NGOs have historically been on a path upward, taking up what was lost by other institutions – but this year saw a reversal in that trend. Media is in the midst of a long slow descent. But this year, the big news is: trust is essential to business innovation.
  • #5 This year we had the Foreign Exchange scandal, MH370, Uber, SONY, Ebola – leading many to ask, “what else can happen this year?” This has had a deterrent effect on trust in institutions – skepticism founded in significant events. There are some bright spots, however, including the election in India of a populist candidate who embraced the every man – an interesting link to trust in “a person like me” building a bridge in the trust equation.
  • #6 Trust in 3 of 4 the four institutions fell this year, the lowest Trust since 2008, but the rank order remains the same. Government was the only one to rise – largely because it could not fall any further – but also related to big rises in Russia, Indonesia and India. In fact, if you pull out India and Indonesia, government trust declines from 45 to 44. Across the board, trust has evaporated. This is a new dynamic. Where we once saw a see-saw, now all boats are sinking. What we have seen in 2015, which leads to our hypothesis, is this start of the era of skepticism. Post-Great Recession we anticipated a rebound recovery, but it has not been as significant or sustained. That recovery of Trust has reached a plateau and now is now on the decline.
  • #7 The Trust index looks at the average score across the four institution in each of the 27 markets. This average speaks to the disposition of people to trust when they wake up in the morning. Here we see a rise in the number of red/distruster markets, a shrinking of grey/uncertains, and a decrease in the number of blue/truster markets.
  • #8 Among the general population, two thirds fall into the red/distruster category, which is a revert back to the trust levels of the great recession in 2008/2009, despite now decent economic circumstance. This year the drop is not related to the economy, but rather due to loss of confidence in institutions. We are living in a world where the “haves” are skeptical and the “have nots” have hope no longer – a much more depressed picture.
  • #9 NGOs have had a 15-year ascent. 19 of 27 markets have less trust in NGOs – confirming that their former rise is now under scrutiny. In 2015, we started to see some cracks in NGO reputation throughout Western Europe, as has happened in Asia. This is the first time drop in China, attributed to a major level of disappointment: NGOs should be doing more related to the environment. The UK sees a large drop from 67 to 51, as we think about fracking and disappointment with government.
  • #10 This is a sad story for media, with nearly two-thirds of markets distrusting media. Some have seen minimal increases, but those are offset by declines – some of which are massive, such as those in Hong Kong, which beg the question, “should media have been more active in support of protesters?” and raises red flags around the believability of media. Unsurprisingly, there is a higher level of trust in media in authoritarian countries.
  • #11 For the first time, we see online search as the most trusted source of media. The implications are that you can no longer rely on big, established brands – but rather dig deeper to get higher search rank (think BuzzFeed and Business Insider). There is also significant traffic to mainstream media driven through search. Millennials: overall, they are just more trusting of media sources. The interesting thing is the gap between trust in traditional media and other types of media, which is far more pronounced between the overall global respondent set and Millennials. If Millennials are the consumers of today/tomorrow, the need to understand the definitively smaller gap between their trust in traditional media and their trust in hybrid, social or even owned media indicates important future trends.
  • #12 Expanding upon that, we see that Search is not only the first source they turn to for information and breaking news about business, but also the most used to confirm and validate business news.
  • #13 A new question this year – we looked at trust in a variety of people who create content on online sites such as social media and blogs. Friends and family at 72% are the most trusted, whereas CEOs are at 46%. Interestingly, companies I use have a 60% trust factor, while less than 1 in 3 believe content from brands they do not use. The old adage of “the more I know you, the more I trust you” remains true here, but it is extremely important for our clients to see the value of owned media channels. Only 53% believe journalists, which is not much higher than a CEO. Also beware of using celebrities.
  • #14 Government has stabilized at a very low level and is flat with the exception of large jumps in Indonesia, Russia and India – two of which had a significant election year, especially for Modi in India. S. Korea is a significant drop which could be contextualized through the ferry tragedy and a question around how quickly that regulatory body moved to create accountability. Malaysia, riddled with scandal around airlines and the role of government, saw a drop of 9 points. China already at 76 with not much movement in past years. While China has not had much movement in past years, we can credit their 6-point gain to the Premier’s anti-corruption work, pledging to “clean up” the government. Again, Russia an interesting call out with an increase of more than 20 points, driven by increased nationalist sentiment.
  • #15 Half of countries are below 50% as it relates to trust in business. 16 of 27 saw a decrease year over year. This decrease is not necessarily related to economic performance (like it was in 2008/2009). We see huge drops in Canada and Germany, and significant decreases in Australia and Singapore.
  • #16 We looked again at the four key factors to trust in business this year: Industry Sector, Country of Origin, Enterprise Type, and Leadership.
  • #17 First and most important is “what business are you in?” Historically, technology has been the most trusted, but this year for the first time, the broadest declines in industry-related trust were in tech-related companies. These declines can be seen in nearly three-quarters of markets surveyed. Our hypothesis is that these declines relate to concerns about privacy and security – questions about whether your data is actually secure. The tech trust halo exists and there is an understandable desire to leverage that trust in technology sectors, but *how* you leverage it is critical.
  • #18 A company’s country of origin is a critical factor – how and where it originates has an impact on its trustworthiness. We see here that companies headquartered in BRIC markets have a trust anchor around their ankles, while those in more developed market have a trust advantage.
  • #19 A company from a developing market has a big problem when looking to do business in a developed country. A multinational company from a developed market fares far better, especially moving into a developing market, while companies from the developing world have a big challenge if they are trying to enter a developed country market.
  • #20 Here we look at Enterprise Type – and see that Family-owned companies are more trusted in developed countries by nearly 30 points--the perceived values of a family-owned enterprise bring an advantage in the more skeptical countries. But in developing countries, it can actually be a deterrent. Big business is seen as a driver of opportunity with 75% trust levels, even trumping family-owned companies in developing countries.
  • #21 In leadership, it is a sad story for CEOs – with a decline from the already low credibility they had in 2014. Academic or Industry Expert is most trusted at 70%, and “a person like yourself” is 63%. While NGOs went down as institution, here we see NGO representatives up by 2 points in credibility year over year.
  • #22 Here you see longitudinal look at the downturn of trust in CEOs. In developed countries only one in three believe that CEOs have credibility. Why? Perhaps it is compensation issues, performance, a perceived over focus on profit, or even the “haves” vs. “have nots” issue.
  • #23 The way forward for business is through building Trust. We know there are 16 trust-building attributes which fall into five performance clusters. Engagement and integrity are the most important and critical in how we counsel clients to advance their business and advance innovations in the marketplace.
  • #25 Prior to 2008, the priorities were products and services and having great operations. Today, these remain important but are now simply expected. Engagement and Integrity are the most important – but business is seen as under-performing in those areas. In today’s atmosphere of skepticism, Engagement, Integrity become even more important. Are you communicating frequently and openly? Do you treat your employees well? Have ethical business practices?
  • #26 8 in 10 believe business can make a profit *and* have positive impact. For the first time this year we asked what drove the increase or decrease of trust in business. Nearly 1 in 2 highlight the contribution to greater good as the reason for an increased level of Trust in business, but lack of that contribution is also the reason for less trust in business. Business cannot merely focus on the bottom line; they must think societally and play its part as a corporate citizen.
  • #27 So, what must business do? And how are these declines in trust affecting business’ ability to accomplish their most fundamental task, which is to introduce new products and services to the market?
  • #28 Historically, invention has been a good thing, sufficient to advance business – but the data says Mr. Bezos’ assumption does not ring true in this era of skepticism.
  • #29 By a 2 to 1 margin, respondents say that the pace of change is too fast.
  • #30 What is driving that feeling? 7 in 10 say Technology is the driver of change, but more alarming is the place “Greed/Money” and “Business Growth Targets” have north of 50%. Less than 1 in 3 believe innovation and change to be motivated a desire for personal and societal improvement.
  • #31 According to last year’s Trust Barometer, more than half of informed public respondents believe the most important job of government is to regulate business and protect consumers from unethical or risky business behavior. As it relates to the five global sectors here, all (save tech) are at the 50+% mark on “not enough regulation”.
  • #32 With that as backdrop, we asked about five specific technology-enabled innovations. They ran the gamut from 69% trust levels for electronic and mobile payments, to less than 1 in 3 for GMOs.
  • #33 In general, developing markets are more open to new innovations. In developing markets, 8 in 10 trust electronic and mobile payments –for some that is their first experience with banking. When they see real improvement in quality of life, they are more willing to trust the innovation. In developed countries there is more skepticism.
  • #34 Our data shows a clear link between trust in institutions and consumer willingness to trust a new development. The vertical axis here is the Trust Index—measuring trust in institutions—and the horizontal axis is the average of the trust in the innovations. In the top right corner are real optimists, with a huge opportunity for new economic development based on their willingness to embrace innovation (UAE, India, Indonesia). On the bottom and far left are skeptics, people concerned about risks. Germany has high trust level but is underperforming on willingness to embrace innovation. “How does it work?” and “Are the risks being mitigated?” are important questions, and illustrative of the real disparity between the top right and bottom left.
  • #35 When we look through an industry lens, it makes no matter what the trust in my industry is; the trust in industry to bring innovations to market is not assured. 78% trust the technology industry, but only 61% (less than 2 in 3) actually trust that industry to implement cloud computing. This is particularly bad for food as you look at the right hand side and the gap between trust in food as an industry sector and trust in food as an industry to implement GM foods.
  • #36 8 in 10 want transparency, asking business to make test results available to view. They want the endorsement of an Academic partnership, clinical trials, beta tests. More than half say new developments are not tested adequately enough. Respondents need more transparency, testing and review of exactly how that testing is being conducted. But more than half feel new developments are not tested enough. According to a recent Associated Press-GfK poll, 66 percent of Americans favor requiring food manufacturers to put labels on products that contain genetically modified ingredients. This, again, points to a massive consumer appetite for transparency.
  • #37 We bring that together to look at the differences between trusted innovations and distrusted innovations. Trusted Innovations are ones that show a clear personal and societal benefit, coupled with transparency of how it was brought to market, sourced, envisioned and communicated. The inverse is true when those things are lacking. A lack of transparency and understanding create fear. When viewed through a communications marketing lens, it is easier to move from fear to Trust, than from apathy to Trust.
  • #38 These findings can be summarized with a new formula for business. Many believe innovation is about discovery—and that it is enough to bring new solutions to market. Our research shows that this is not enough, and that it is now essential not only to have innovation, but to have trusted innovation. TI is a composite of: DISCOVER: In the industrial revolution, discovery was good. Here innovation is discovery. But deciding how to solve at scale in a profitable way is different. That is where benefit comes in. BENEFIT: From job creation to solving dynamic problems facing world, business has a unique perspective that allows it to deliver enormous personal and societal benefit. Remember that 8 in 10 believe business can improve profit while improving the world. INTEGRITY: This is about behavior of business, and questions about managing the risks that new innovations can bring with them. All of this must be driven by the exponential power of engagement. This is about a multi-stakeholder world that demands authentic ENGAGEMENT. Business was supposed to be the great solver, but that opportunity was not realized, and now we are seeing the repercussions of lack of engagement and communication for not the WHAT but the HOW and the WHY.
  • #39 The required set of actions are: SOLVE: This is absolutely about discovery, but also establishing that personal and societal benefit BEHAVE: Behave with integrity, new rigor, and self-awareness. This is long term, not short. Take into consideration sustainability. Be consistent in reporting and tell people how you are doing. ENGAGE: Listen, share information and improve product. Do not be afraid to acknowledge problems and take steps to make them better.
  • #40 Trusted companies do better. When they are trusted, they are purchased, talked about online, and recommended. When distrusted, they will not talk, not buy, and will criticize. The importance of this cannot be underestimated in today’s age of skepticism.
  • #41 -- and especially at a time that the most trusted content creators are friends and family, and search reigns supreme.
  • #42 This is the 15th year of the Edelman Trust Barometer. Early on in the history of the Trust Barometer, we saw the power of NGOs, in the middle of the decade was the rise of a person like yourself and the development of a horizontal, peer-to-peer communications path. Then it was the recovery of trust in business after its terrible fall in 2008/2009. The images this year speak to major points of context throughout a year that was filled with previously unimaginable events: the conflict in Ukraine, the SONY Pictures hack, disappearance of MH370, spread of Ebola, controversy around Uber.
  • #51 Hong Kong The drop in absolute value is quite small. But last year’s base (45%) was already well below average. There have been fewer scandals this year. While the protests brought attention back to 2013’s ‘greatest hits’, government scandals were not as numerous or high profile in 2014. Indonesia: new President and his cabinet took office in end October on a tidal surge of promised reform India: -First time a single political alliance majority in 30 years as agains coalition governments -strong faith in leadership (Modi) -‎strong support from middle class and others alike -promise of ‎economic revival and job growth huge drivers -Modi's persona based on strong communication and ‎his track record of development in his home state of Gujarat South Korea: It was inevitable result as there so many issues around the government.  In particular, Sewol ferry disaster hit the country over months and government showed incapability of handling this issue.  Also, sluggish economy created negative perception toward the government.  Please refer to articles in the link below. http://www.theguardian.com/world/south-korea-ferry-disaster