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2016 Edelman Trust Barometer Singapore

This document provides information about the 2016 Edelman Trust Barometer, including details about methodology, key findings, and trust levels in different institutions. Some of the key points include: - Trust in business increased globally by 50% among the informed public from 2015 to 2016. Several countries like India, Mexico, and China saw increases in business trust. - Trust in media increased in some Asia Pacific and Middle East/Africa countries but decreased in others from 2015 to 2016. - Trust in government remained relatively high in Asia compared to other regions. - Trust in NGOs remained high in Asia Pacific and increased or stayed the same in many countries in the region from 2015 to 2016.

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Singapore Presentation | January 28 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
71 60 41 40 35 30 51 38 17 24 30 19 Trust Matters 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, Singapore, question 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, Singapore, question asked of half the sample. 4 Percent who engage in each behavior based on trust 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 most trusted content creators:#1 Friends and Family most trusted media source:#1 Search Engines General Population
1 State of Trust
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 6 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 7 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 8 Trusters Neutrals Distrusters
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. 9 Percent trust in business, Informed Public, 2015 vs. 2016 +12 +10 +11 +10 +15 +17 +13 +14 +16 +10 +13 -12 Increased or equal trust in 22 Countries Informed Public 57 84 72 70 73 64 60 61 53 48 52 47 45 43 46 48 41 38 45 45 42 36 84 85 67 66 49 63 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 Global 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 2015 2016 +12 +10 +11 +10 +15 +17 +13 +19 +16 +10 +13
45 64 55 48 52 54 51 45 41 42 39 41 41 34 31 30 33 28 18 70 68 62 50 46 45 39 42 38 47 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 Global China Singapore Mexico Canada Netherlands Brazil Argentina Italy Spain US SouthAfrica SouthKorea Australia Ireland Japan UK Sweden Turkey Colombia India Indonesia UAE HongKong Malaysia Germany France Russia Poland 50% Media Increases and Decreases Across APACMEA 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. 10 Percent trust in media, General Population, 2015 vs. 2016 General Population +5 Increased trust in 6 APACMEA countries 2015 2016 +9 +4 +2 +8 +8 -7 -5 -3 -3 -1 Decreased trust in 5 APACMEA countries
41 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 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 China Singapore Canada Russia Australia HongKong Turkey US Japan UK SouthKorea Mexico Ireland Italy Argentina Spain SouthAfrica Colombia UAE India Indonesia Netherlands Sweden Germany Malaysia France Brazil Poland 50% Trust in Government Remains Relatively High in Asia 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. 11 Percent trust in government, General Population, 2015 vs. 2016 General Population Increased/equal government trust in 7 APACMEA countries +6 0 2015 2016 +4 +8 +1 +4 +5 -3 -3 -7 -7
50% 51 63 54 62 57 58 57 59 52 53 54 52 52 52 55 49 46 47 37 46 40 31 25 57 65 60 64 30 55 74 71 70 62 62 61 61 60 58 58 58 57 57 56 55 50 50 49 49 45 34 26 63 57 64 59 57 27 Global Mexico China Argentina Brazil Singapore Canada Malaysia Spain Italy SouthAfrica SouthKorea U.S. Australia France Turkey UK Poland Ireland Netherlands Germany Japan Sweden Colombia HongKong India UAE Indonesia Russia NGO Trust Remains High in APACMEA 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. 12 Percent trust in NGOs, General Population, 2015 vs. 2016 General Population Increased or equal trust in NGOs in 8 of 11 APACMEA countries +2+17 0 2015 2016 +4 +4 +6 +5 +3 -1 -1 -7
64 75 76 71 76 56 60 64 58 62 73 82 75 70 76 71 72 73 68 74 2012 2013 2014 2015 2016 66 77 71 61 68 59 60 60 57 60 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, Singapore. 13 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 65 70 70 59 69 61 62 60 55 60 NGO’s Government Media Business Post-Recession Highs Informed Public General Population
2 Trust Inequality
The Inversion of Influence 15 83% of Population 62 Trust Index 17% of Population 72 Trust Index Informed Public Mass Population 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, Singapore Authority & Influence Influence Authority
Influence The Inversion of Influence 16 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
53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 A Significant Divide Across the Globe; Similar Trend in Singapore 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. 17 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
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. 18 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
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. 19 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
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. 20 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. 21 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 Leadership in a Divided World
Actions Leadership in a Divided World:
50% 55% 60% 65% 70% 75% 80% 85% 90% 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 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, Singapore. *From 2012-2014, Pharma included as subsector(Q61f-65f). **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 Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 81% 76% 82% 77% 76% 5 Telecommunications 76% 70% 77% 69% 71% 5 Energy 69% 67% 71% 69% 69% 0 Food & Beverage 77% 71% 75% 68% 68% 9 Consumer Packaged Goods 70% 67% 70% 67% 64% 6 Financial Service 64% 59% 66% 62% 64% 0 Automotive 68% 68% 76% 69% 63% 5 Pharmaceutical 76% 68% 72% 68% 62% 14 General Population 24 Global 2016 74% 60% 58% 64% 61% 51% 60% 53%
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. 25 Trust in companies headquartered in each country, and percentage point change, 2012 vs. 2016 +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3 4 Year Trend General Population
76 68 69 76 70 70 67 75 62 60 60 74 63 68 66 71 NGOs Business Media Government Business Most 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, Singapore 26 Percent trust, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust Trusted to keep paceBusiness in the lead
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, Singapore, question asked of half the sample. . 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 75% in 2015 General Population 27
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 28 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
Integrity 48% 24% 24% Has Ethical Business Practices 50% 24% 26% Takes Responsible Actions To Address An Issue Or A Crisis 47% 25% 22% Has Transparent And Open Business Practices 46% 22% 24% Engagement 46% 23% 23% Treats Employees Well 45% 25% 20% Listens To Customer Needs And Feedback 49% 25% 24% Places Customers Ahead Of Profits 47% 22% 25% Communicates Frequently And Honestly On The State Of Its Business 43% 22% 21% Products 37% 24% 13% Offers High Quality Products Or Services 48% 25% 23% Is An Innovator Of New Products, Services Or Ideas 26% 22% 4% Purpose 33% 20% 13% Works To Protect And Improve The Environment 38% 22% 16% Creates Programs That Positively Impact The Local Community 32% 19% 13% Addresses Society's Needs In Its Everyday Business 34% 20% 14% Partners With NGOs, Government And Third Parties To Address Societal Issues 27% 17% 10% Operations 30% 22% 8% Has Highly-Regarded And Widely Admired Top Leadership 33% 22% 11% Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 25% 22% 3% Delivers Consistent Financial Returns To Investors 31% 22% 9% Trust Building 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) Singapore. Company Importance vs. Performance % Importance % Performance Gap General Population 30
Purpose Impacts Trust 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, Singapore. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Helps me and my family live a fulfilling life Fails to contribute to the greater good Does not have good leadership Lacks economic growth 54% 43% 36% 45% 40% 38% General Population 31
Role of the CEO Leadership in a Divided World:
58 55 50 47 43 46 46 39 38 58 57 54 53 50 48 43 43 39 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, Singapore, question asked of half the sample. 33 Percent who rate each spokesperson as extremely/very credible 2015 2016 +7+6 Technical Expert Academic Expert A person like yourself Financial Industry Analyst EmployeeCEO NGO representative Board of Directors Government official/regul ator CEO credibility increased the most General Population
CEO Focus Misplaced Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree/Bot 5 Box, Disagree) General Population, Singapore. [‘CEOs do too much lobbying,’ ‘CEOs can be trust to create jobs,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’] 34 Percent who agree with each statement about CEOs Too Much Focus on short-term financial results69% Lobbying51% Not Enough Job creation51% Positive long-term impact64% 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, Singapore, question asked of half the sample. 35 Percent who agree that CEOs should be personally visible in discussing… 78% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 71% Financial Results General Population
Integrity 42 19 23 Exhibits highly ethical behaviors 41 16 25 Takes responsible actions to address an issue or crisis 46 25 21 Behaves in a way that is transparent and open 40 15 25 Engagement 39 16 23 Treats employees well 42 17 25 Listens to customer needs and feedback 39 17 22 Places customer ahead of profits 40 14 26 Communicates frequently and honestly on the state of their company 36 16 20 Products 31 23 8 Places a premium on offering high quality products or services 32 23 9 Is focused on driving innovation and introducing new products/services/ideas 31 24 7 Purpose 29 18 11 Is dedicated to protecting and improving the environment 29 14 15 Ensures that the company creates programs that positively impact the local community in which it operates 31 20 11 Ensures that the company addresses society's needs in its everyday business 33 21 12 Ensures that the company partners with NGOs, government and third parties to address societal issues 23 18 5 Operations 27 21 6 Attracts and retains a highly-regarded and widely admired top leadership team 31 23 8 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 19 21 -2 Manages the company in a way that delivers consistent financial returns 32 19 13 Leaders Seen As Underperforming 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 9-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, Singapore . Importance vs. performance of 16 trust-building leadership attributes % Importance % Performance Gap General Population 36
Desired Leadership Qualities Characteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region 37 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.
66% 76%79% 85% 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 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”. [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 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. (Top 4 Box, Important) General Population, Singapore, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO General Population 38
Employee Advocacy Leadership in a Divided World:
32 33 21 32 27 42 32 34 27 33 47 3332 24 48 19 19 26 19 15 22 24 19 15 12 15 10 19 20 17 8 9 9 9 8 10 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 and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about 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 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about 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, Singapore, question asked of half the sample. 40 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 General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
Company NOT engaged in societal issues Company engaged in societal issues Employee Advocacy Increases With Societal Issue Engagement 41 Percent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not 61 60 55 60 64 64 75 Motivated to perform Stay working for the company Recommend company as an employer Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 17 25 25 28 32 25 20 92 89 89 88 87 85 81 General Population Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO 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 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Singapore, question asked of half the sample.
Earned Engagement Leadership in a Divided World:
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, Singapore, question asked of half the sample. Trust in each source for general news and information *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. General Population 63 55 45 64 45 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 Millenials Gap Search engines* 67 62 62 63 64 69% 5 Traditional media 75 68 70 62 63 65% 2 Online-only media** 58 50 53 48 55 61% 6 Owned media 49 45 48 43 45 49% 4 Social media 55 45 46 47 45 47% 2
Influence and Frequency of Media Sources 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, Singapore, question asked of half the sample. 44 Percent who use each media source several times a week or more General Population Top 2 most-used sources of news and information are peer- influenced media 70 69 65 55 31 24 Social Search TV Newspapers Magazines Blogs
65 55 53 43 42 45 48 41 31 25 77 64 64 59 55 53 52 48 37 33 My friends and family An academic expert Companies that I use A company CEO Elected officials Employees of a company A journalist A well-known online personality Celebrities Companies [brands] 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, Singapore, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 45 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016 +12 General Population +13+16 50%
Actions Values and Role Employee Advocacy Earned 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 46 Leadership TRUST
Thank You

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2016 Edelman Trust Barometer Singapore

  • 1.
    Singapore Presentation |January 28 2016 Edelman Trust Barometer
  • 2.
    Informed Public ‣ 8years 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 RisingInfluence 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.
    71 60 41 40 35 30 51 38 17 24 30 19 Trust Matters Source: 2016Edelman 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, Singapore, question 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, Singapore, question asked of half the sample. 4 Percent who engage in each behavior based on trust 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 most trusted content creators:#1 Friends and Family most trusted media source:#1 Search Engines General Population
  • 5.
  • 6.
    55 Global 60Global 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 6 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
  • 7.
    49 Ireland 47 Turkey 46Sweden 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 7 Trusters Neutrals Distrusters
  • 8.
    49 Australia 49 Italy 49U.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 8 Trusters Neutrals Distrusters
  • 9.
    50% Global Increase inBusiness 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. 9 Percent trust in business, Informed Public, 2015 vs. 2016 +12 +10 +11 +10 +15 +17 +13 +14 +16 +10 +13 -12 Increased or equal trust in 22 Countries Informed Public 57 84 72 70 73 64 60 61 53 48 52 47 45 43 46 48 41 38 45 45 42 36 84 85 67 66 49 63 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 Global 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 2015 2016 +12 +10 +11 +10 +15 +17 +13 +19 +16 +10 +13
  • 10.
    45 64 55 48 52 54 51 45 41 42 39 41 41 34 3130 33 28 18 70 68 62 50 46 45 39 42 38 47 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 Global China Singapore Mexico Canada Netherlands Brazil Argentina Italy Spain US SouthAfrica SouthKorea Australia Ireland Japan UK Sweden Turkey Colombia India Indonesia UAE HongKong Malaysia Germany France Russia Poland 50% Media Increases and Decreases Across APACMEA 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. 10 Percent trust in media, General Population, 2015 vs. 2016 General Population +5 Increased trust in 6 APACMEA countries 2015 2016 +9 +4 +2 +8 +8 -7 -5 -3 -3 -1 Decreased trust in 5 APACMEA countries
  • 11.
    41 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 79 74 5353 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 China Singapore Canada Russia Australia HongKong Turkey US Japan UK SouthKorea Mexico Ireland Italy Argentina Spain SouthAfrica Colombia UAE India Indonesia Netherlands Sweden Germany Malaysia France Brazil Poland 50% Trust in Government Remains Relatively High in Asia 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. 11 Percent trust in government, General Population, 2015 vs. 2016 General Population Increased/equal government trust in 7 APACMEA countries +6 0 2015 2016 +4 +8 +1 +4 +5 -3 -3 -7 -7
  • 12.
    50% 51 63 54 62 57 5857 59 52 53 54 52 52 52 55 49 46 47 37 46 40 31 25 57 65 60 64 30 55 74 71 70 62 62 61 61 60 58 58 58 57 57 56 55 50 50 49 49 45 34 26 63 57 64 59 57 27 Global Mexico China Argentina Brazil Singapore Canada Malaysia Spain Italy SouthAfrica SouthKorea U.S. Australia France Turkey UK Poland Ireland Netherlands Germany Japan Sweden Colombia HongKong India UAE Indonesia Russia NGO Trust Remains High in APACMEA 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. 12 Percent trust in NGOs, General Population, 2015 vs. 2016 General Population Increased or equal trust in NGOs in 8 of 11 APACMEA countries +2+17 0 2015 2016 +4 +4 +6 +5 +3 -1 -1 -7
  • 13.
    64 75 76 71 76 56 60 64 58 62 73 82 75 70 76 71 7273 68 74 2012 2013 2014 2015 2016 66 77 71 61 68 59 60 60 57 60 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, Singapore. 13 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 65 70 70 59 69 61 62 60 55 60 NGO’s Government Media Business Post-Recession Highs Informed Public General Population
  • 14.
  • 15.
    The Inversion ofInfluence 15 83% of Population 62 Trust Index 17% of Population 72 Trust Index Informed Public Mass Population 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, Singapore Authority & Influence Influence Authority
  • 16.
    Influence The Inversion of Influence 16 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
  • 17.
    53 58 56 56 60 44 47 46 46 48 20122013 2014 2015 2016 A Significant Divide Across the Globe; Similar Trend in Singapore 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. 17 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
  • 18.
    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. 18 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
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    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. 19 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
  • 20.
    50% 18 of 28countries 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. 20 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
  • 21.
    50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 5555 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. 21 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
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    3 Leadership ina Divided World
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    50% 55% 60% 65% 70% 75% 80% 85% 90% 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 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, Singapore. *From 2012-2014, Pharma included as subsector(Q61f-65f). **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 Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 81% 76% 82% 77% 76% 5 Telecommunications 76% 70% 77% 69% 71% 5 Energy 69% 67% 71% 69% 69% 0 Food & Beverage 77% 71% 75% 68% 68% 9 Consumer Packaged Goods 70% 67% 70% 67% 64% 6 Financial Service 64% 59% 66% 62% 64% 0 Automotive 68% 68% 76% 69% 63% 5 Pharmaceutical 76% 68% 72% 68% 62% 14 General Population 24 Global 2016 74% 60% 58% 64% 61% 51% 60% 53%
  • 25.
    66 66 66 64 6262 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. 25 Trust in companies headquartered in each country, and percentage point change, 2012 vs. 2016 +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3 4 Year Trend General Population
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    76 68 69 76 70 7067 75 62 60 60 74 63 68 66 71 NGOs Business Media Government Business Most 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, Singapore 26 Percent trust, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust Trusted to keep paceBusiness in the lead
  • 27.
    Business Must Leadto 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, Singapore, question asked of half the sample. . 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 75% in 2015 General Population 27
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    Access to education/training Addressincome 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 28 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
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    Integrity 48% 24%24% Has Ethical Business Practices 50% 24% 26% Takes Responsible Actions To Address An Issue Or A Crisis 47% 25% 22% Has Transparent And Open Business Practices 46% 22% 24% Engagement 46% 23% 23% Treats Employees Well 45% 25% 20% Listens To Customer Needs And Feedback 49% 25% 24% Places Customers Ahead Of Profits 47% 22% 25% Communicates Frequently And Honestly On The State Of Its Business 43% 22% 21% Products 37% 24% 13% Offers High Quality Products Or Services 48% 25% 23% Is An Innovator Of New Products, Services Or Ideas 26% 22% 4% Purpose 33% 20% 13% Works To Protect And Improve The Environment 38% 22% 16% Creates Programs That Positively Impact The Local Community 32% 19% 13% Addresses Society's Needs In Its Everyday Business 34% 20% 14% Partners With NGOs, Government And Third Parties To Address Societal Issues 27% 17% 10% Operations 30% 22% 8% Has Highly-Regarded And Widely Admired Top Leadership 33% 22% 11% Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 25% 22% 3% Delivers Consistent Financial Returns To Investors 31% 22% 9% Trust Building 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) Singapore. Company Importance vs. Performance % Importance % Performance Gap General Population 30
  • 30.
    Purpose Impacts Trust Percentwho 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, Singapore. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Helps me and my family live a fulfilling life Fails to contribute to the greater good Does not have good leadership Lacks economic growth 54% 43% 36% 45% 40% 38% General Population 31
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    Role of theCEO Leadership in a Divided World:
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    58 55 50 47 43 46 46 39 38 5857 54 53 50 48 43 43 39 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, Singapore, question asked of half the sample. 33 Percent who rate each spokesperson as extremely/very credible 2015 2016 +7+6 Technical Expert Academic Expert A person like yourself Financial Industry Analyst EmployeeCEO NGO representative Board of Directors Government official/regul ator CEO credibility increased the most General Population
  • 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? (Top 4 Box, Agree/Bot 5 Box, Disagree) General Population, Singapore. [‘CEOs do too much lobbying,’ ‘CEOs can be trust to create jobs,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’] 34 Percent who agree with each statement about CEOs Too Much Focus on short-term financial results69% Lobbying51% Not Enough Job creation51% Positive long-term impact64% General Population
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    Purpose and ProfitsMatter 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, Singapore, question asked of half the sample. 35 Percent who agree that CEOs should be personally visible in discussing… 78% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 71% Financial Results General Population
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    Integrity 42 1923 Exhibits highly ethical behaviors 41 16 25 Takes responsible actions to address an issue or crisis 46 25 21 Behaves in a way that is transparent and open 40 15 25 Engagement 39 16 23 Treats employees well 42 17 25 Listens to customer needs and feedback 39 17 22 Places customer ahead of profits 40 14 26 Communicates frequently and honestly on the state of their company 36 16 20 Products 31 23 8 Places a premium on offering high quality products or services 32 23 9 Is focused on driving innovation and introducing new products/services/ideas 31 24 7 Purpose 29 18 11 Is dedicated to protecting and improving the environment 29 14 15 Ensures that the company creates programs that positively impact the local community in which it operates 31 20 11 Ensures that the company addresses society's needs in its everyday business 33 21 12 Ensures that the company partners with NGOs, government and third parties to address societal issues 23 18 5 Operations 27 21 6 Attracts and retains a highly-regarded and widely admired top leadership team 31 23 8 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 19 21 -2 Manages the company in a way that delivers consistent financial returns 32 19 13 Leaders Seen As Underperforming 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 9-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, Singapore . Importance vs. performance of 16 trust-building leadership attributes % Importance % Performance Gap General Population 36
  • 36.
    Desired Leadership Qualities Characteristicsthat make a CEO trustworthy, percent who selected each as one of the top five in each region 37 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.
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    66% 76%79% 85% Their education and howit 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 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”. [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 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. (Top 4 Box, Important) General Population, Singapore, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO General Population 38
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    32 33 21 32 27 42 32 34 27 33 47 3332 24 48 19 19 26 19 15 22 24 19 15 12 15 10 1920 17 8 9 9 9 8 10 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 and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about 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 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about 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, Singapore, question asked of half the sample. 40 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 General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
  • 40.
    Company NOT engaged in societalissues Company engaged in societal issues Employee Advocacy Increases With Societal Issue Engagement 41 Percent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not 61 60 55 60 64 64 75 Motivated to perform Stay working for the company Recommend company as an employer Confidence in the future of the company Committed to achieving our strategy Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 17 25 25 28 32 25 20 92 89 89 88 87 85 81 General Population Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO 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 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Singapore, question asked of half the sample.
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    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, Singapore, question asked of half the sample. Trust in each source for general news and information *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. General Population 63 55 45 64 45 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 Millenials Gap Search engines* 67 62 62 63 64 69% 5 Traditional media 75 68 70 62 63 65% 2 Online-only media** 58 50 53 48 55 61% 6 Owned media 49 45 48 43 45 49% 4 Social media 55 45 46 47 45 47% 2
  • 43.
    Influence and Frequencyof Media Sources 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, Singapore, question asked of half the sample. 44 Percent who use each media source several times a week or more General Population Top 2 most-used sources of news and information are peer- influenced media 70 69 65 55 31 24 Social Search TV Newspapers Magazines Blogs
  • 44.
    65 55 53 43 42 45 48 41 31 25 77 6464 59 55 53 52 48 37 33 My friends and family An academic expert Companies that I use A company CEO Elected officials Employees of a company A journalist A well-known online personality Celebrities Companies [brands] 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, Singapore, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 45 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016 +12 General Population +13+16 50%
  • 45.
    Actions Values and Role Employee Advocacy Earned Engagement Embracing the NewReality 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 46 Leadership TRUST
  • 46.