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Global Report
2016 Edelman
Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
48
42
26
35
20
12
Trust Matters
4
Percent who engage in each behavior based on trust
68
59
41
38
37
18
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General
Population
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please
answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of
the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
1 State of Trust
51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
Trust Rising
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, 27-country global total.
6
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3
Informed
Public
General
Population
2015 2016
+4 +5 +2 +1
60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, 25-country global total.
7
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
49
48
46
49
NGOs
Government
Media
Business
Post-Recession Highs
Informed
Public
General
Population
55 Global 60 Global
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
84 UAE
79 India
78 Indonesia
75 China
65 Singapore
64 Netherlands
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
59 Brazil
59 Mexico
56 Malaysia
53 Canada
52 Australia
52 France
52 U.S.
50 Germany
Trust Index:
Informed Public
Drives Rebound
Average trust in institutions,
Informed Public, 2015 vs. 2016
2015 2016
Informed Public
trust up 5 points
Trusters from 22% in
2015 to 39% in 2016
Distrusters from 48%
in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
8
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Trust Index:
General Population
Lags
Average trust in institutions,
Informed Public vs.
General Population, 2016
Nearly 6 in 10
countries are
distrusters among the
General Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
Informed
Public
General
Population
60 Global 50 Global
9
Trusters
Neutrals
Distrusters
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
General
Population
Mass
Population
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public
60 Global For the mass
population, the
global index falls into
distruster territory
10
Trusters
Neutrals
Distrusters
2 Trust
Inequality
53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
12
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase
Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
An Accelerating Disparity
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public
and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
13
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Global25
GDP5
France
U.K.
U.S.
Spain
Mexico
Singapore
S.Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
HongKong
Netherlands
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sweden
3
5
12
10
8 8
7
4 4 4
3 3 3 3
2 2
1 1
0 0
-2 -2
-3
-4 -4 -4
-5
A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
14
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10
50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you
“do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
15
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents
50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 34 34
36 36 37
39
45 46 47 49 49 49
57
64 64 65
69 70
74
81 83
Global
GDP5
Japan
France
Germany
U.K.
Australia
Italy
S.Korea
Netherlands
Sweden
Poland
HongKong
Canada
Russia
U.S.
Singapore
Turkey
Ireland
S.Africa
Spain
Malaysia
Mexico
Argentina
Brazil
China
UAE
Indonesia
Colombia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing
in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 16
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18
3 Inversion of
Influence
Mass
Population
The Inversion of Influence
18
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total.
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index
Informed
Public
71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
Influence of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online
search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,
etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed
magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 19
Percent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
General
Population
Peers Recommend Companies
and Influence Purchasing
20
Actions taken in the last 12 months
based on trust
recommended companies
to a friend/colleague
59%
Impact of conversations about
brands with peers
make decisions/overcome
concerns/warn me about risks75%
Source: 2015 Earned Brand Study of Global Consumers
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you
taken any of the following actions in relation to companies that you trust? Please answer yes or no to
each action. General Population, 28-country global total, question asked of half the sample.
Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with
friends and other people like you about brands, products and services you purchase, what impact do
they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help
me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns
about my data being collected / my privacy being respected.’]
General
Population
63 64
57
50
48
41
50
39
33
67
64 63
53 52
49 48
44
35
Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a
company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,
Very/Extremely Credible) General Population, 27-country global total.
21
Percent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors
Government
official/regulator
CEO credibility
increased the most
General
Population
+6
4 An Opportunity
for Business
A Position of Strength
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, 27-country global total.
23
Percent trust in the four institutions of government,
business, media and NGOs, 2015 vs. 2016
51
48
45
41
55 53
47
42
63
57
51
48
67
63
57
51
NGOs Business Media Government
+4 +6 +6 +3
+4 +5 +2 +1
Informed
Public
General
Population
2015 2016
Business closing NGO’s
long-held lead in trust
63
57
51
48
67
63
57
51
63
69
62
47
51
48
45
41
55
53
48
42
55
61
56
41
NGOs Business Media Government
Business Most Trusted to Keep Pace
24
Percent trust, 2015 and 2016, and percent who trust each
institution to keep up with the changing times, 2016
Informed
Public
General
Population
Trust
2016
Trusted to
keep pace
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), Informed Public
and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep
up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a
great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
Business in the lead
Trust
2015
50%
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General
Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
48 47
64
70
58
68
65
59 56 57
48
51
43
46
51
36
44
30
46
36
40
32
42
38 36 37
30
60 57
53
50
76
71 70 69 67
64
60 60
57 56
53
52 51
48 46 46 46
43 43 42 42
39 38 38
33
70
58 56
Global27
GDP5
Mexico
Indonesia
China
India
UAE
Brazil
S.Africa
Singapore
Italy
Canada
Argentina
Australia
U.S.
Spain
U.K.
France
Sweden
Ireland
Japan
Turkey
Germany
HongKong
Poland
Russia
S.Korea
Colombia
Malaysia
Netherlands
Global Increase in Business Trust
25
Percent trust in business, 2015 vs. 2016
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
General
Population
2015 2016
n/a
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as
subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
26
Higher trust in business in 21 countries
53
50
76
71 70
69
64
60
58 57 56 56
53 52 51
48
46 46 46
43 43 42
38
42
70
67
60
39 38
33
42
46
32
58
32
65
21
16
39
30
53
49
26
45
39
26
45
36
24
39
32
39
19
42
79 80
74
45
53
35
Global
GDP5
Mexico
Indonesia
Colombia
India
Brazil
S.Africa
Malaysia
Italy
Canada
Netherlands
Argentina
Australia
U.S.
Spain
Sweden
U.K.
France
Japan
Ireland
Germany
Poland
Turkey
China
UAE
Singapore
HongKong
Russia
S.Korea
50%
Business vs. Government
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General
Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
27
Percent trust in business vs. government, 2016, ranked by trust in business
Business Government
General
Population
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree).
General Population, 27-country global total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
General
Population
28
Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Societal
Expectations
Vary
29
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
China
U.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
Malaysia
Colombia
Japan
Australia
Russia
S. Korea
Italy
Spain
Indonesia
UAE
S. Africa
India
General
Population
R
I
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
5 Leadership in a
Divided World
Addressing Trust Inequality
31
Actions
Values
Employee
Advocacy
Engagement
Trust
Actions
Leadership in a Divided World:
CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population.
[‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are
too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total.
33
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
67%
57%
Positive
long-term impact
Job creation
Not Enough
57%
49%
General
Population
Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country
global total, question asked of half the sample.
34
Percent who agree that CEOs should be personally visible in discussing…
8in10
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
7in10
Financial
Results
General
Population
Purpose Impacts Trust
35
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Allows me to be a productive
member of society
Fails to contribute
to the greater good
Lacks economic growth
No public services
59%
45%
40%
50%
39%
36%
General
Population
Values
Leadership in a Divided World:
Integrity 51 27 24
Exhibits highly ethical behaviors 50 24 26
Takes responsible actions to address an issue or crisis 53 33 20
Behaves in a way that is transparent and open 50 24 26
Engagement 49 24 25
Treats employees well 52 25 27
Listens to customer needs and feedback 50 25 25
Places customer ahead of profits 47 23 24
Communicates frequently and honestly on the state of their company 46 23 23
Products 45 33 12
Places a premium on offering high-quality products or services 48 34 14
Is focused on driving innovation and introducing new products/services/ideas 42 32 10
Purpose 40 25 15
Is dedicated to protecting and improving the environment 41 22 19
Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14
Ensures that the company addresses society's needs in its everyday business 43 26 17
Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9
Operations 37 28 9
Attracts and retains a highly regarded and widely admired top leadership team 40 29 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4
Manages the company in a way that delivers consistent financial returns 41 29 12
Leaders Seen As Underperforming
Importance vs. performance of 16 trust-building leadership attributes
%
Performance
%
Importance Gap
General
Population
37
Source: 2016 Edelman Trust
Barometer. Q462-478 How important is
each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs 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.” CEO
questions use the same scales as the
business questions. (Top 2 Box,
Performance) General Population, 28-
country global total.
Desired Leadership Qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top five in each region
38
cannot name any CEOs*
60% of
global
respondents
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important
characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General
Population, 10-country global total.
62%65%
70%
79%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal
values
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?
Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507
‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524.
For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that
attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the
sample.
Percent who agree that each type of information
is important in building trust in a CEO
both directly (86%)
and via media (75%)
General
Population
39
CEOs must engage
Employee
Advocacy
Leadership in a Divided World:
25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments?
Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and
prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s
innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General
Population, 28-country global total.
41
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
65
60
40
48 48 50
54 55 56
57 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 79
83 85
89
Global
GDP5
Japan
Russia
France
Sweden
Australia
S.Korea
Poland
U.K.
Italy
HongKong
Ireland
Germany
Netherlands
Spain
Turkey
Canada
U.S.
S.Africa
Singapore
Malaysia
UAE
Indonesia
Brazil
Argentina
China
India
Colombia
Mexico
50%
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust
each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box,
Trust) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
42
Percent who trust the company for which they work
TrustedNot Trusted
General
Population
Employees of
companies NOT
engaged in societal
issues
Employees of
companies engaged
in societal issues
Employee Advocacy Increases
With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through
programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following
statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, 28-country global total, question was asked of half the sample. 43
Percent who agree with each statement, comparing those who
work at companies involved in addressing broader societal issues
vs. those who do not
57
61
60
62
68
66
78
Recommend company as an employer
Stay working for the company
Confidence in the future of the company
Motivated to perform
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
Impact of
Company
Engagement
12
21
19
22
24
22
25
90
87
87
84
84
83
82
General
Population
Level of Employee Advocacy/Commitment
Engagement
Leadership in a Divided World:
58
53
44
63
46
2012 2013 2014 2015 2016
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a
nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting
of digital media than
general population
2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General
Population
45
Millennials Gap
66 3
58 0
58 5
51 5
51 7
50%
67
61
53
46
39
46
40
34
30
26
78
65
62
55
49
44 42
37
32 31
My friends
and family
An academic
expert
C ompanies
that I use
Employees of
a company
A company
C EO
A journalist A well-known
online
personality
Elected
officials
C elebrities Companies I
don’t use*
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 46
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11
General
Population
+10
2015 2016
Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about
brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands
with friends and other people like me
Source: 2015 Earned Brand Study of Global Consumers
purchase decisions
at the moment of truth
75%
Build Inspiration %
They give me a sense of community 16
They get me 17
Push Consideration %
They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %
They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peers
influence
47
Influence
The Inversion of
Influence
48
Influence
& Authority
Authority
Old Model
‣ Elites have access
to more/better
information
‣ Elites’ interests
interconnected with
those of mass
‣ Becoming an “elite”
open to all
New Reality
‣ Peer-to-peer influence
more powerful than top-
down
‣ Increasing distrust
among mass population
‣ Mass movements based
on dissatisfaction and
urgency
The Divide
‣ Democratization of
information and more
information
‣ High-profile revelations
of greed and
misbehavior
‣ Income inequality
Addressing Trust Inequality
49
TRUST
Influence
Authority
Actions
Values
Employee
Advocacy
Engagement
Embracing the
New Reality of Influence to
Address Trust Inequality
‣ Create societal impact in addition to profits through
purposeful action
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where
they are, about what most interests/concerns them
Influence
TRUST
50
Leadership
TRUST
Thank You
Appendix 1:
CEO Awareness
50%
47
52
71
68
64 63
59 58 58 58 57 57 56 54 52
48 48 46 46 45
40 40
36 35 34
30
24 22
18
12
Global28
GDP5
Netherlands
U.K.
Australia
Argentina
Italy
Sweden
Canada
France
Poland
Germany
Japan
U.S.
Ireland
Russia
Spain
Colombia
Brazil
Turkey
S.Africa
Singapore
Mexico
Malaysia
HongKong
Indonesia
China
UAE
India
S.Korea
Half Admit They Cannot Name a Single CEO
53
Percent who say that they cannot name any CEOs:
Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population
and Informed Publics, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Lower Awareness Higher Awareness
Majority acknowledge inability to name a CEO
General
Population
2016 Trust Barometer CEO Supplement:
How Many Can They
Actually Name?
Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public.
54
‣ 10,0000+ respondents total
‣ All fieldwork was conducted
between 4th - 14th December, 2015
‣ 10 Markets:
Online Survey in 10 Countries
Informed Public
‣ 500 respondents in U.S. and China; 200 in all other countries
‣ Represents 19% of total population at a global level
Must meet 4 criteria:
‣ 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
General Online Population
‣ 1,000 respondents per country
‣ Ages 18+
‣ Germany
‣ Australia
‣ U.K.
‣ Brazil
‣ Japan
‣ France
‣ U.S.
‣ Mexico
‣ China
‣ India
50% 48
57
64
68
46
56 58
54
36
24
18
60
80
74
68
65 64 63
53
50
47
38
Global 10 Germany Australia U.K. Brazil J apan France U.S. Mexico C hina India
Percent who say they cannot name a CEO vs percent who cannot
actually name a CEO
Less Than Half Can Actually Name a CEO
Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and
Informed Public, 10-country total, and 2016 Edelman Trust Barometer CEO Supplementary Study Q1. Thinking about company CEOs in general, how many CEOs
could you name in full? General Population, 10-country total.
55
General
Population
Acknowledge inability
to name a CEO
Cannot name a CEO
Global Top 10
Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and
use their full names in the boxes below. General Population, [Open ended question, coded for industry sector] 10-country global total.
56
Percent who mention each CEO name, across all 10 markets
10% Mark Zuckerberg 8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim
3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2%
Richard
Branson
Only one CEO achieved
double-digit recall
Appendix 2:
2016 Trust Barometer
Additional Data
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
47 Hong Kong
44 U.S.
43 Argentina
42 Australia
42 Germany
42 Italy
42 S. Africa
40 Russia
39 U.K.
38 France
38 S. Korea
37 Sweden
36 Poland
36 Spain
35 Turkey
34 Japan
32 Ireland
46 Global 49 Global
68 India
68 UAE
67 Indonesia
63 China
60 Singapore
53 Malaysia
52 Canada
52 Netherlands
51 Mexico
50 Brazil
Trust Index:
General Population Relatively
Steady in Most Countries
Average trust in institutions, General Population
2015 vs. 2016
2015 2016
Trusters from 19% in
2015 to 21% in 2016
Trusters
Neutrals
Distrusters
58
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Distrusters from 63%
in 2015 to 57% in 2016
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
50% 51
45
63
54
62
57 58 57
59
52 53 54
52
57
52 52
55
49
46 47
37
46
40
31
25
65
60
64
30
55
51
74
71 70
62 62 61 61 60
58 58 58 57 57 57 56 55
50 50 49 49
45
34
26
63 64
59
57
27
Global27
GDP5
Mexico
China
Argentina
Brazil
Singapore
Canada
Malaysia
Spain
Italy
SouthAfrica
SouthKorea
HongKong
U.S.
Australia
France
Turkey
U.K.
Poland
Ireland
Netherlands
Germany
Japan
Sweden
Colombia
India
UAE
Indonesia
Russia
NGO Trust Increases
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
59
Percent trust in NGOs, General Population, 2015 vs. 2016
General
Population
Increased or equal trust in NGOs in 23 countries
+11 +17 +12
2015 2016
n/a
63
55
73 72 74
71 71 71
68 66 65 64
67
61 63 63 62
59
51
48
58 57
37
29
67
81
77
70
38
67
63
89
83
77 76 75
72 72 72 72 72 71 70 68
64 64
61 61 60 59 59
44
40
68 67
71
66 66
31
Global27
GDP5
Mexico
China
India
Singapore
Argentina
France
S.Korea
Australia
U.S.
Italy
Malaysia
S.Africa
Spain
HongKong
Netherlands
Germany
U.K.
Ireland
Poland
Turkey
Sweden
Japan
Colombia
Canada
UAE
Indonesia
Brazil
Russia
50%
NGO Trust Increases
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
GDP 5 = U.S., China, Japan, Germany, U.K.
60
Percent trust in NGOS, Informed Public, 2015 vs. 2016
+16
Increased or equal trust in 22 countries
+11 +10 +12 +11 -10 -11
Informed
Public
2015 2016
n/a
50%
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General
Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
48 47
64
70
58
68
65
59 56 57
48
51
43
46
51
36
44
30
46
36
40
32
42
38 36 37
30
60 57
53
50
76
71 70 69 67
64
60 60
57 56
53
52 51
48 46 46 46
43 43 42 42
39 38 38
33
70
58 56
Global27
GDP5
Mexico
Indonesia
China
India
UAE
Brazil
S.Africa
Singapore
Italy
Canada
Argentina
Australia
U.S.
Spain
U.K.
France
Sweden
Ireland
Japan
Turkey
Germany
HongKong
Poland
Russia
S.Korea
Colombia
Malaysia
Netherlands
Global Increase in Business Trust
61
Percent trust in business, 2015 vs. 2016
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
General
Population
2015 2016
n/a
57 55
84
72 70
73
64
60 61
53
48
52
47 45 43
46 48
41
38
45 45
42
84 85
67 66
49 48
63
60
87
84
80
75 75
70 68 68
65
60 60 59 59
55
52 51 51
47 46
43
37
81 80
73
67
62
46 45
Global27
GDP5
India
Mexico
China
Brazil
S.Africa
U.S.
Singapore
Italy
Australia
U.K.
Canada
France
Spain
Argentina
Poland
Turkey
Ireland
Germany
Russia
HongKong
S.Korea
Colombia
Indonesia
UAE
Malaysia
Netherlands
Sweden
Japan
50%
Global Increase in Business Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
GDP 5 = U.S., China, Japan, Germany, U.K.
62
Percent trust in business, Informed Public, 2015 vs. 2016
+15 +17 +13 +14 +16 +10 +13 -12
Increased or equal trust in 22 C ountries
Informed
Public
2015 2016
+12 +10 +11 +10
n/a
45
42
64
55
48
52
54
51
45
41 42
39
41 41
34
31 30
33
28
70
68
62
50
46 45
39
42
38
47 48
73
60
58
55 55 54 53
50 49
47
45
43 42
39 38
36
31
23
55
63 63
59
47
45 44
38 38
34
Global27
GDP5
China
Singapore
Mexico
Canada
Netherlands
Brazil
Argentina
Italy
Spain
U.S.
SouthAfrica
SouthKorea
Australia
Ireland
Japan
U.K.
Sweden
Turkey
Colombia
India
Indonesia
UAE
HongKong
Malaysia
Germany
France
Russia
Poland
50%
Media Increases
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
63
Percent trust in media, General Population, 2015 vs. 2016
General
Population
+10
Increased trust in 18 countries
2015 2016
n/a
51
47
77
57 56
59
47 46
43
52
40
48
43
47
41
50
38
45
34
31
34
20
76
80 79
62
51
44
42
57 56
81
72
64
69
61
59 59
57 56 55 54 53 53 52 52
49
47
39
36
31
62
73
70
68
59
49
38
34
Global27
GDP5
China
Mexico
Brazil
Singapore
Canada
Malaysia
U.S.
S.Africa
Argentina
Italy
Australia
Spain
HongKong
S.Korea
U.K.
Germany
Ireland
Japan
Sweden
Turkey
Colombia
India
Indonesia
UAE
Netherlands
France
Russia
Poland
50%
Global Increase in Media Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
GDP 5 = U.S., China, Japan, Germany, U.K.
64
Percent trust in media, Informed Public, 2015 vs. 2016
Increased trust in 20 C ountries
+15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10
Informed
Public
2015 2016
n/a
41
44
75
68
47
51
37
44
41
35 36
34
30
28
22
27
23
15 16
83
68
65
51
48
40
46
27
32
23
42
46
79
74
53 53
45 45
42
39 39
36 35
32 32
30
26 26
16
32
80
65
58
49
45
39 39
24
21
19
Global27
GDP5
China
Singapore
Canada
Russia
Australia
HongKong
Turkey
U.S.
Japan
U.K.
SouthKorea
Mexico
Ireland
Italy
Argentina
Spain
SouthAfrica
Colombia
UAE
India
Indonesia
Netherlands
Sweden
Germany
Malaysia
France
Brazil
Poland
50%
Government Increases Slightly
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
65
Percent trust in government, General Population, 2015 vs. 2016
General
Population
Increased/equal trust in 17 countries
+10 +11 -11
2015 2016
n/a
48
51
82
70
49 49
43 41 42 41
33
26
40
33
28 26
90
82
72
65
59
54
50
42
45
37
30
16
51
56
86
76
65
60
55 55
47 46
43 41 41
38
35
32
27
35
82
77
66
63
58
53
45
40
34
30
22
15
Global27
GDP5
China
Singapore
Canada
Australia
U.K.
U.S.
HongKong
Turkey
Mexico
Ireland
Japan
S.Korea
Italy
Spain
Argentina
Colombia
UAE
India
Indonesia
Netherlands
Sweden
Russia
Germany
France
Malaysia
Brazil
Poland
S.Africa
50%
Government Trust Increases in Some Countries
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
GDP 5 = U.S., China, Japan, Germany, U.K.
66
Percent trust in government, Informed Public, 2015 vs. 2016
+16 +11 +12 +14 +10 +15 -11
Informed
Public
2015 2016
+16 +11 +12 +10
Increased trust in 15 C ountries
n/a
Family Business Most Trusted
Source: 2016 Edelman Trust Barometer 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)
General Population, 28-country global total.
67
Trust in different types of business
52%
66%
46%
Global
59%
54%52%
Asia Pacific
41%
72%
41%
Europe
52%
80%
47%
North America
57%
76%
40%
Latin America
Public Companies
Family-owned
State-owned
General
Population
66 66 66
64
62 62
60 59
56
54
47
45
42
33
31 30 29
Canada
Sweden
Switzerland
Germany
Australia
U.K.
Japan
Netherlands
U.S.
France
Italy
Spain
SouthKorea
China
Brazil
India
Mexico
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total.
68
Trust in companies headquartered in each country, and percentage
point change, 2013 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3
4 Year
Trend
General
Population
Integrity 54 31 23
Has Ethical Business Practices 55 31 24
Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23
Has Transparent And Open Business Practices 55 31 24
Engagement 55 32 23
Treats Employees Well 58 33 25
Listens To Customer Needs And Feedback 58 33 25
Places Customers Ahead Of Profits 55 31 24
Communicates Frequently And Honestly On The State Of Its Business 48 29 19
Products 49 34 15
Offers High Quality Products Or Services 58 35 23
Is An Innovator Of New Products, Services Or Ideas 41 32 9
Purpose 43 28 15
Works To Protect And Improve The Environment 50 30 20
Creates Programs That Positively Impact The Local Community 44 29 15
Addresses Society's Needs In Its Everyday Business 45 29 16
Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10
Operations 37 28 9
Has Highly-Regarded And Widely Admired Top Leadership 39 27 12
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9
Delivers Consistent Financial Returns To Investors 36 28 8
Trust-Building Attributes
Company Importance vs. Performance
%
Performance
%
Importance Gap
General
Population
69
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute 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,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population, 28-
country global total.
Societal Expectations Vary
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the
following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box,
Importance) General Population, 28-country global total, question asked of one quarter the sample.
70
Percent who agree that each is an important issue for business to address
U.S.
Canada
Mexico
Brazil
Argentina
U.K.
Germany
France
Italy
Spain
Ireland
Netherlands
Poland
Sweden
Russia
UAE
SouthAfrica
Turkey
India
China
Japan
S.Korea
Indonesia
Australia
Singapore
HongKong
Malaysia
Colombia
Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89
Improving access to food, potable water
and housing
79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89
Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88
Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88
C reating and maintaining a modern
infrastructure
80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88
Supporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86
Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85
Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85
Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84
Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84
Developing better solutions for immigrants,
refugees and migrant workers
67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81
Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79

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2016 Edelman TRUST BAROMETER - Global Results

  • 2. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ 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 General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2
  • 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016
  • 4. 48 42 26 35 20 12 Trust Matters 4 Percent who engage in each behavior based on trust 68 59 41 38 37 18 Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Shared negative opinions Disagreed with others Paid more than wanted Sold shares Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Defended company Paid more Bought shares General Population Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines
  • 5. 1 State of Trust
  • 6. 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 Trust Rising Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. 6 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 NGOs Business Media Government +4 +6 +6 +3 Informed Public General Population 2015 2016 +4 +5 +2 +1
  • 7. 60 64 65 63 66 50 53 54 51 55 46 48 45 48 51 38 41 39 42 43 2012 2013 2014 2015 2016 54 58 58 56 62 47 50 49 49 53 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 25-country global total. 7 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 53 57 53 51 56 46 49 48 46 49 NGOs Government Media Business Post-Recession Highs Informed Public General Population
  • 8. 55 Global 60 Global 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 84 UAE 79 India 78 Indonesia 75 China 65 Singapore 64 Netherlands 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 48 Italy 48 S. Africa 47 Hong Kong 47 S. Korea 46 U.K. 45 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 40 Turkey 37 Ireland 37 Japan 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea 59 Brazil 59 Mexico 56 Malaysia 53 Canada 52 Australia 52 France 52 U.S. 50 Germany Trust Index: Informed Public Drives Rebound Average trust in institutions, Informed Public, 2015 vs. 2016 2015 2016 Informed Public trust up 5 points Trusters from 22% in 2015 to 39% in 2016 Distrusters from 48% in 2015 to 21% in 2016 Trusters Neutrals Distrusters 8 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
  • 9. 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Trust Index: General Population Lags Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 6 in 10 countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. Informed Public General Population 60 Global 50 Global 9 Trusters Neutrals Distrusters
  • 10. 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 17 of 28 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. General Population Mass Population 50 Global 48 Global 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public 60 Global For the mass population, the global index falls into distruster territory 10 Trusters Neutrals Distrusters
  • 12. 53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 A Significant Divide Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 12 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap in trust inequality-- which jumps to a 5-point increase among the GDP5 3-point increase
  • 13. Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population An Accelerating Disparity Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total, 2012 vs 2016. GDP 5 = U.S., China, Japan, Germany, U.K. 13 Increased Gap Decreased Gap Gap has increased in 16 of 25 countries Global25 GDP5 France U.K. U.S. Spain Mexico Singapore S.Korea Malaysia India China Brazil Germany Australia Ireland Russia Poland Canada Japan Indonesia Italy Argentina UAE HongKong Netherlands 2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15 2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10 Sweden 3 5 12 10 8 8 7 4 4 4 3 3 3 3 2 2 1 1 0 0 -2 -2 -3 -4 -4 -4 -5
  • 14. A Global Phenomenon Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs, 28-country global total. 14 Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016 Country Informed Public Mass Population Gap U.S. 64 45 19 U.K. 57 40 17 France 55 39 16 India 78 62 16 Australia 63 47 16 Mexico 72 57 15 Italy 58 47 11 China 82 71 11 Brazil 58 48 10 Ireland 49 39 10 Netherlands 62 52 10 Sweden 46 36 10 S. Africa 54 44 10 S. Korea 50 40 10 Singapore 72 62 10
  • 15. 50% 18 of 28 countries have a double-digit trust gap between high-income and low-income respondents Trust Index: A Link to Income Inequality Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”] GDP 5 = U.S., China, Japan, Germany, U.K. 15 Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them 60 57 71 64 78 78 68 49 52 62 67 49 45 46 50 53 40 74 79 46 65 68 59 38 44 80 55 62 58 71 46 42 40 35 52 56 48 30 33 45 50 32 31 32 37 40 27 62 69 36 56 59 51 30 37 73 48 55 52 66 Global GDP5 U.S. France Brazil India Netherlands Russia U.K. Italy Singapore Japan HongKong Turkey Sweden Spain Poland Colombia Mexico Ireland SouthAfrica UAE Argentina SouthKorea Germany Indonesia Australia Malaysia Canada China 19192022262931 Low-income respondents High-income respondents
  • 16. 50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 55 55 51 69 62 64 73 73 79 81 87 47 37 15 20 24 31 31 33 33 34 34 36 36 37 39 45 46 47 49 49 49 57 64 64 65 69 70 74 81 83 Global GDP5 Japan France Germany U.K. Australia Italy S.Korea Netherlands Sweden Poland HongKong Canada Russia U.S. Singapore Turkey Ireland S.Africa Spain Malaysia Mexico Argentina Brazil China UAE Indonesia Colombia India In 19 of 28 countries, less than half of Mass Population think they will be better off in five years Mass Population Less Optimistic Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 16 Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed Public Mass Population 17 10 12 13 10 21 10 13 18
  • 18. Mass Population The Inversion of Influence 18 Authority & Influence Influence Authority Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total. 85% of population 48 Trust Index 15% of population 60 Trust Index Informed Public
  • 19. 71 69 67 45 32 28 Search TV Social Newspapers Magazines Blogs Influence of Peer-Driven Media Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 19 Percent who use each media source several times a week or more 2 of top 3 most-used sources of news and information are peer- influenced media General Population
  • 20. Peers Recommend Companies and Influence Purchasing 20 Actions taken in the last 12 months based on trust recommended companies to a friend/colleague 59% Impact of conversations about brands with peers make decisions/overcome concerns/warn me about risks75% Source: 2015 Earned Brand Study of Global Consumers Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns about my data being collected / my privacy being respected.’] General Population
  • 21. 63 64 57 50 48 41 50 39 33 67 64 63 53 52 49 48 44 35 Peers, Employees More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 27-country global total. 21 Percent who rate each spokesperson as extremely/very credible 2015 2016 +8 Technical expert Academic expert A person like yourself Financial industry analyst Employee CEO NGO representative Board of Directors Government official/regulator CEO credibility increased the most General Population +6
  • 23. A Position of Strength Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. 23 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 NGOs Business Media Government +4 +6 +6 +3 +4 +5 +2 +1 Informed Public General Population 2015 2016 Business closing NGO’s long-held lead in trust
  • 24. 63 57 51 48 67 63 57 51 63 69 62 47 51 48 45 41 55 53 48 42 55 61 56 41 NGOs Business Media Government Business Most Trusted to Keep Pace 24 Percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust 2016 Trusted to keep pace Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total. Business in the lead Trust 2015
  • 25. 50% Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 48 47 64 70 58 68 65 59 56 57 48 51 43 46 51 36 44 30 46 36 40 32 42 38 36 37 30 60 57 53 50 76 71 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38 33 70 58 56 Global27 GDP5 Mexico Indonesia China India UAE Brazil S.Africa Singapore Italy Canada Argentina Australia U.S. Spain U.K. France Sweden Ireland Japan Turkey Germany HongKong Poland Russia S.Korea Colombia Malaysia Netherlands Global Increase in Business Trust 25 Percent trust in business, 2015 vs. 2016 Increased or equal trust in business in 25 countries +12 +12 +10 +12 +16 +10 General Population 2015 2016 n/a
  • 26. Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 76% 73% 75% 73% 74% 2 Food & Beverage 63% 63% 64% 63% 64% 1 Consumer Packaged Goods 57% 60% 61% 60% 61% 4 Telecommunications 58% 60% 61% 59% 60% 2 Automotive 62% 65% 69% 66% 60% 2 Energy 53% 57% 57% 56% 58% 5 Pharmaceutical 54% 54% 55% 54% 53% 1 Financial Services 43% 47% 48% 48% 51% 8 40% 45% 50% 55% 60% 65% 70% 75% Sector Trends: Financial Services Rebounds Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012-2016 2012 2013 2014 2015 2016 General Population 26
  • 27. Higher trust in business in 21 countries 53 50 76 71 70 69 64 60 58 57 56 56 53 52 51 48 46 46 46 43 43 42 38 42 70 67 60 39 38 33 42 46 32 58 32 65 21 16 39 30 53 49 26 45 39 26 45 36 24 39 32 39 19 42 79 80 74 45 53 35 Global GDP5 Mexico Indonesia Colombia India Brazil S.Africa Malaysia Italy Canada Netherlands Argentina Australia U.S. Spain Sweden U.K. France Japan Ireland Germany Poland Turkey China UAE Singapore HongKong Russia S.Korea 50% Business vs. Government Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 27 Percent trust in business vs. government, 2016, ranked by trust in business Business Government General Population
  • 28. Business Must Lead to Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample. . 80% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 General Population 28
  • 29. Access to education/training Address income inequality Access to healthcare Protecting/improving the environment Reducing poverty Supporting human & civil rights Modern infrastructure E E P H Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. Societal Expectations Vary 29 Most important issue for business to address in each country Canada Brazil Germany France China U.S. Poland Argentina Sweden Mexico U.K. Ireland Netherlands Turkey Singapore Hong Kong Malaysia Colombia Japan Australia Russia S. Korea Italy Spain Indonesia UAE S. Africa India General Population R I I E E R H E E E E E P P E H P E H H H E E E E E P I H E I
  • 30. 5 Leadership in a Divided World
  • 32. Actions Leadership in a Divided World:
  • 33. CEO Focus Misplaced Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total. 33 Percent who agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 67% 57% Positive long-term impact Job creation Not Enough 57% 49% General Population
  • 34. Purpose and Profits Matter Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample. 34 Percent who agree that CEOs should be personally visible in discussing… 8in10 Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 7in10 Financial Results General Population
  • 35. Purpose Impacts Trust 35 Percent who cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Allows me to be a productive member of society Fails to contribute to the greater good Lacks economic growth No public services 59% 45% 40% 50% 39% 36% General Population
  • 36. Values Leadership in a Divided World:
  • 37. Integrity 51 27 24 Exhibits highly ethical behaviors 50 24 26 Takes responsible actions to address an issue or crisis 53 33 20 Behaves in a way that is transparent and open 50 24 26 Engagement 49 24 25 Treats employees well 52 25 27 Listens to customer needs and feedback 50 25 25 Places customer ahead of profits 47 23 24 Communicates frequently and honestly on the state of their company 46 23 23 Products 45 33 12 Places a premium on offering high-quality products or services 48 34 14 Is focused on driving innovation and introducing new products/services/ideas 42 32 10 Purpose 40 25 15 Is dedicated to protecting and improving the environment 41 22 19 Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14 Ensures that the company addresses society's needs in its everyday business 43 26 17 Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9 Operations 37 28 9 Attracts and retains a highly regarded and widely admired top leadership team 40 29 11 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4 Manages the company in a way that delivers consistent financial returns 41 29 12 Leaders Seen As Underperforming Importance vs. performance of 16 trust-building leadership attributes % Performance % Importance Gap General Population 37 Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs 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.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, 28- country global total.
  • 38. Desired Leadership Qualities Characteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region 38 cannot name any CEOs* 60% of global respondents North America Honest 59% Ethical 48% Competent 26% Transparent 26% Sincere 24% Latin America Ethical 47% Honest 44% Competent 36% Visionary 34% Innovative 33% Europe Honest 53% Competent 43% Experienced 28% Ethical 27% Transparent 27% APAC Honest 39% Visionary 35% Decisive 31% Ethical 31% Competent 26% General Population Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample. * Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country global total.
  • 39. 62%65% 70% 79% Their education and how it shaped them Their personal success story The obstacles they have overcome Their personal values Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO both directly (86%) and via media (75%) General Population 39 CEOs must engage
  • 41. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 Employees are Essential Advocates Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total. 41 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
  • 42. 65 60 40 48 48 50 54 55 56 57 58 59 60 62 62 63 64 64 64 72 73 76 76 77 77 78 79 83 85 89 Global GDP5 Japan Russia France Sweden Australia S.Korea Poland U.K. Italy HongKong Ireland Germany Netherlands Spain Turkey Canada U.S. S.Africa Singapore Malaysia UAE Indonesia Brazil Argentina China India Colombia Mexico 50% Significant Employee Lack of Trust Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 42 Percent who trust the company for which they work TrustedNot Trusted General Population
  • 43. Employees of companies NOT engaged in societal issues Employees of companies engaged in societal issues Employee Advocacy Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample. 43 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not 57 61 60 62 68 66 78 Recommend company as an employer Stay working for the company Confidence in the future of the company Motivated to perform Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 12 21 19 22 24 22 25 90 87 87 84 84 83 82 General Population Level of Employee Advocacy/Commitment
  • 44. Engagement Leadership in a Divided World:
  • 45. 58 53 44 63 46 2012 2013 2014 2015 2016 Transformed Media Landscape Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information Millennials even more trusting of digital media than general population 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 General Population 45 Millennials Gap 66 3 58 0 58 5 51 5 51 7
  • 46. 50% 67 61 53 46 39 46 40 34 30 26 78 65 62 55 49 44 42 37 32 31 My friends and family An academic expert C ompanies that I use Employees of a company A company C EO A journalist A well-known online personality Elected officials C elebrities Companies I don’t use* Every Voice Matters Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 46 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 +11 General Population +10 2015 2016
  • 47. Peers Influence Purchase Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? The impact of online and offline conversations about brands with friends and other people like me Source: 2015 Earned Brand Study of Global Consumers purchase decisions at the moment of truth 75% Build Inspiration % They give me a sense of community 16 They get me 17 Push Consideration % They push me to try new things 25 They suggest products/services 27 They make me trust the brand more 29 Moment of Truth % They help me overcome concerns 37 They help me make decisions 44 They warn me about the risks 45 peers influence 47
  • 48. Influence The Inversion of Influence 48 Influence & Authority Authority Old Model ‣ Elites have access to more/better information ‣ Elites’ interests interconnected with those of mass ‣ Becoming an “elite” open to all New Reality ‣ Peer-to-peer influence more powerful than top- down ‣ Increasing distrust among mass population ‣ Mass movements based on dissatisfaction and urgency The Divide ‣ Democratization of information and more information ‣ High-profile revelations of greed and misbehavior ‣ Income inequality
  • 50. Actions Values Employee Advocacy Engagement Embracing the New Reality of Influence to Address Trust Inequality ‣ Create societal impact in addition to profits through purposeful action ‣ Express your values through honest, ethical engagement in which you share your story ‣ Ignite your most powerful advocate, your employees ‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them Influence TRUST 50 Leadership TRUST
  • 53. 50% 47 52 71 68 64 63 59 58 58 58 57 57 56 54 52 48 48 46 46 45 40 40 36 35 34 30 24 22 18 12 Global28 GDP5 Netherlands U.K. Australia Argentina Italy Sweden Canada France Poland Germany Japan U.S. Ireland Russia Spain Colombia Brazil Turkey S.Africa Singapore Mexico Malaysia HongKong Indonesia China UAE India S.Korea Half Admit They Cannot Name a Single CEO 53 Percent who say that they cannot name any CEOs: Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and Informed Publics, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. Lower Awareness Higher Awareness Majority acknowledge inability to name a CEO General Population
  • 54. 2016 Trust Barometer CEO Supplement: How Many Can They Actually Name? Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public. 54 ‣ 10,0000+ respondents total ‣ All fieldwork was conducted between 4th - 14th December, 2015 ‣ 10 Markets: Online Survey in 10 Countries Informed Public ‣ 500 respondents in U.S. and China; 200 in all other countries ‣ Represents 19% of total population at a global level Must meet 4 criteria: ‣ 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 General Online Population ‣ 1,000 respondents per country ‣ Ages 18+ ‣ Germany ‣ Australia ‣ U.K. ‣ Brazil ‣ Japan ‣ France ‣ U.S. ‣ Mexico ‣ China ‣ India
  • 55. 50% 48 57 64 68 46 56 58 54 36 24 18 60 80 74 68 65 64 63 53 50 47 38 Global 10 Germany Australia U.K. Brazil J apan France U.S. Mexico C hina India Percent who say they cannot name a CEO vs percent who cannot actually name a CEO Less Than Half Can Actually Name a CEO Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and Informed Public, 10-country total, and 2016 Edelman Trust Barometer CEO Supplementary Study Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country total. 55 General Population Acknowledge inability to name a CEO Cannot name a CEO
  • 56. Global Top 10 Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and use their full names in the boxes below. General Population, [Open ended question, coded for industry sector] 10-country global total. 56 Percent who mention each CEO name, across all 10 markets 10% Mark Zuckerberg 8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim 3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2% Richard Branson Only one CEO achieved double-digit recall
  • 57. Appendix 2: 2016 Trust Barometer Additional Data
  • 58. 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 47 Hong Kong 44 U.S. 43 Argentina 42 Australia 42 Germany 42 Italy 42 S. Africa 40 Russia 39 U.K. 38 France 38 S. Korea 37 Sweden 36 Poland 36 Spain 35 Turkey 34 Japan 32 Ireland 46 Global 49 Global 68 India 68 UAE 67 Indonesia 63 China 60 Singapore 53 Malaysia 52 Canada 52 Netherlands 51 Mexico 50 Brazil Trust Index: General Population Relatively Steady in Most Countries Average trust in institutions, General Population 2015 vs. 2016 2015 2016 Trusters from 19% in 2015 to 21% in 2016 Trusters Neutrals Distrusters 58 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Distrusters from 63% in 2015 to 57% in 2016 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico
  • 59. 50% 51 45 63 54 62 57 58 57 59 52 53 54 52 57 52 52 55 49 46 47 37 46 40 31 25 65 60 64 30 55 51 74 71 70 62 62 61 61 60 58 58 58 57 57 57 56 55 50 50 49 49 45 34 26 63 64 59 57 27 Global27 GDP5 Mexico China Argentina Brazil Singapore Canada Malaysia Spain Italy SouthAfrica SouthKorea HongKong U.S. Australia France Turkey U.K. Poland Ireland Netherlands Germany Japan Sweden Colombia India UAE Indonesia Russia NGO Trust Increases Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 59 Percent trust in NGOs, General Population, 2015 vs. 2016 General Population Increased or equal trust in NGOs in 23 countries +11 +17 +12 2015 2016 n/a
  • 60. 63 55 73 72 74 71 71 71 68 66 65 64 67 61 63 63 62 59 51 48 58 57 37 29 67 81 77 70 38 67 63 89 83 77 76 75 72 72 72 72 72 71 70 68 64 64 61 61 60 59 59 44 40 68 67 71 66 66 31 Global27 GDP5 Mexico China India Singapore Argentina France S.Korea Australia U.S. Italy Malaysia S.Africa Spain HongKong Netherlands Germany U.K. Ireland Poland Turkey Sweden Japan Colombia Canada UAE Indonesia Brazil Russia 50% NGO Trust Increases Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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. GDP 5 = U.S., China, Japan, Germany, U.K. 60 Percent trust in NGOS, Informed Public, 2015 vs. 2016 +16 Increased or equal trust in 22 countries +11 +10 +12 +11 -10 -11 Informed Public 2015 2016 n/a
  • 61. 50% Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 48 47 64 70 58 68 65 59 56 57 48 51 43 46 51 36 44 30 46 36 40 32 42 38 36 37 30 60 57 53 50 76 71 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38 33 70 58 56 Global27 GDP5 Mexico Indonesia China India UAE Brazil S.Africa Singapore Italy Canada Argentina Australia U.S. Spain U.K. France Sweden Ireland Japan Turkey Germany HongKong Poland Russia S.Korea Colombia Malaysia Netherlands Global Increase in Business Trust 61 Percent trust in business, 2015 vs. 2016 Increased or equal trust in business in 25 countries +12 +12 +10 +12 +16 +10 General Population 2015 2016 n/a
  • 62. 57 55 84 72 70 73 64 60 61 53 48 52 47 45 43 46 48 41 38 45 45 42 84 85 67 66 49 48 63 60 87 84 80 75 75 70 68 68 65 60 60 59 59 55 52 51 51 47 46 43 37 81 80 73 67 62 46 45 Global27 GDP5 India Mexico China Brazil S.Africa U.S. Singapore Italy Australia U.K. Canada France Spain Argentina Poland Turkey Ireland Germany Russia HongKong S.Korea Colombia Indonesia UAE Malaysia Netherlands Sweden Japan 50% Global Increase in Business Trust Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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. GDP 5 = U.S., China, Japan, Germany, U.K. 62 Percent trust in business, Informed Public, 2015 vs. 2016 +15 +17 +13 +14 +16 +10 +13 -12 Increased or equal trust in 22 C ountries Informed Public 2015 2016 +12 +10 +11 +10 n/a
  • 63. 45 42 64 55 48 52 54 51 45 41 42 39 41 41 34 31 30 33 28 70 68 62 50 46 45 39 42 38 47 48 73 60 58 55 55 54 53 50 49 47 45 43 42 39 38 36 31 23 55 63 63 59 47 45 44 38 38 34 Global27 GDP5 China Singapore Mexico Canada Netherlands Brazil Argentina Italy Spain U.S. SouthAfrica SouthKorea Australia Ireland Japan U.K. Sweden Turkey Colombia India Indonesia UAE HongKong Malaysia Germany France Russia Poland 50% Media Increases Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 63 Percent trust in media, General Population, 2015 vs. 2016 General Population +10 Increased trust in 18 countries 2015 2016 n/a
  • 64. 51 47 77 57 56 59 47 46 43 52 40 48 43 47 41 50 38 45 34 31 34 20 76 80 79 62 51 44 42 57 56 81 72 64 69 61 59 59 57 56 55 54 53 53 52 52 49 47 39 36 31 62 73 70 68 59 49 38 34 Global27 GDP5 China Mexico Brazil Singapore Canada Malaysia U.S. S.Africa Argentina Italy Australia Spain HongKong S.Korea U.K. Germany Ireland Japan Sweden Turkey Colombia India Indonesia UAE Netherlands France Russia Poland 50% Global Increase in Media Trust Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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. GDP 5 = U.S., China, Japan, Germany, U.K. 64 Percent trust in media, Informed Public, 2015 vs. 2016 Increased trust in 20 C ountries +15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10 Informed Public 2015 2016 n/a
  • 65. 41 44 75 68 47 51 37 44 41 35 36 34 30 28 22 27 23 15 16 83 68 65 51 48 40 46 27 32 23 42 46 79 74 53 53 45 45 42 39 39 36 35 32 32 30 26 26 16 32 80 65 58 49 45 39 39 24 21 19 Global27 GDP5 China Singapore Canada Russia Australia HongKong Turkey U.S. Japan U.K. SouthKorea Mexico Ireland Italy Argentina Spain SouthAfrica Colombia UAE India Indonesia Netherlands Sweden Germany Malaysia France Brazil Poland 50% Government Increases Slightly Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 65 Percent trust in government, General Population, 2015 vs. 2016 General Population Increased/equal trust in 17 countries +10 +11 -11 2015 2016 n/a
  • 66. 48 51 82 70 49 49 43 41 42 41 33 26 40 33 28 26 90 82 72 65 59 54 50 42 45 37 30 16 51 56 86 76 65 60 55 55 47 46 43 41 41 38 35 32 27 35 82 77 66 63 58 53 45 40 34 30 22 15 Global27 GDP5 China Singapore Canada Australia U.K. U.S. HongKong Turkey Mexico Ireland Japan S.Korea Italy Spain Argentina Colombia UAE India Indonesia Netherlands Sweden Russia Germany France Malaysia Brazil Poland S.Africa 50% Government Trust Increases in Some Countries Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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. GDP 5 = U.S., China, Japan, Germany, U.K. 66 Percent trust in government, Informed Public, 2015 vs. 2016 +16 +11 +12 +14 +10 +15 -11 Informed Public 2015 2016 +16 +11 +12 +10 Increased trust in 15 C ountries n/a
  • 67. Family Business Most Trusted Source: 2016 Edelman Trust Barometer 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) General Population, 28-country global total. 67 Trust in different types of business 52% 66% 46% Global 59% 54%52% Asia Pacific 41% 72% 41% Europe 52% 80% 47% North America 57% 76% 40% Latin America Public Companies Family-owned State-owned General Population
  • 68. 66 66 66 64 62 62 60 59 56 54 47 45 42 33 31 30 29 Canada Sweden Switzerland Germany Australia U.K. Japan Netherlands U.S. France Italy Spain SouthKorea China Brazil India Mexico Developed Markets More Trusted Source: 2016 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total. 68 Trust in companies headquartered in each country, and percentage point change, 2013 vs. 2016 +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3 4 Year Trend General Population
  • 69. Integrity 54 31 23 Has Ethical Business Practices 55 31 24 Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23 Has Transparent And Open Business Practices 55 31 24 Engagement 55 32 23 Treats Employees Well 58 33 25 Listens To Customer Needs And Feedback 58 33 25 Places Customers Ahead Of Profits 55 31 24 Communicates Frequently And Honestly On The State Of Its Business 48 29 19 Products 49 34 15 Offers High Quality Products Or Services 58 35 23 Is An Innovator Of New Products, Services Or Ideas 41 32 9 Purpose 43 28 15 Works To Protect And Improve The Environment 50 30 20 Creates Programs That Positively Impact The Local Community 44 29 15 Addresses Society's Needs In Its Everyday Business 45 29 16 Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10 Operations 37 28 9 Has Highly-Regarded And Widely Admired Top Leadership 39 27 12 Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9 Delivers Consistent Financial Returns To Investors 36 28 8 Trust-Building Attributes Company Importance vs. Performance % Performance % Importance Gap General Population 69 Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute 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, Importance) Q114-129 Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, 28- country global total.
  • 70. Societal Expectations Vary Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. 70 Percent who agree that each is an important issue for business to address U.S. Canada Mexico Brazil Argentina U.K. Germany France Italy Spain Ireland Netherlands Poland Sweden Russia UAE SouthAfrica Turkey India China Japan S.Korea Indonesia Australia Singapore HongKong Malaysia Colombia Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89 Improving access to food, potable water and housing 79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89 Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88 Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88 C reating and maintaining a modern infrastructure 80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88 Supporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86 Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85 Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85 Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84 Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84 Developing better solutions for immigrants, refugees and migrant workers 67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81 Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79