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2017 Edelman
Trust Barometer
Hong Kong Report
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).
2017 Edelman Trust Barometer Methodology
Informed PublicGeneral Online Population
17 years of data
33,000+ respondents
All fieldwork was conducted
between October 13th and
November 16th, 2016
Online Survey in
28 Countries
Mass Population
‣ 9 years in 20+ markets
‣ Represents 13% 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
‣ All population not including
Informed Public
‣ Represents 87% of total
global population
‣ 6 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
All slides show General Online
Population unless otherwise noted
2016: The
Inversion of
Influence
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. Informed Public and Mass Population, 28-country global total.
Influence
& Authority
Influence
Authority
Mass
Population
85%of
population
48Trust Index
15%of
population
60Trust Index
Informed
Public
12 point
trust gap
The Inversion of Influence in Action
Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General
Population Respondents, Nov. 28 to Dec. 11, 2016
Trump Voters
Clinton Voters
Trust Barometer Supplement: UK Supplement, 1,150 General Population
Respondents, December 23, 2016 to January, 7 2017
Remain
in the EU
Leave
the EU
Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears were
measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.
Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure were
calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.
67%
are fearful
45%
are fearful
54%
are fearful
27%
are fearful
Percent who hold various societal and economic fears
Trust Index
A World of Distrust
Average trust in institutions,
General Population, 2016 vs. 2017
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
2016 2017
50 Global
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
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
Trusters
(60-100)
Neutrals
(50-59)
Distrusters
(1-49)
Source: 2017 Edelman Trust Barometer. The Trust
Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General Population,
28-country global total.
3 point decrease
in the global
Trust Index
Trust declines in
21 of 28 countries—
the broadest declines
since beginning
General Population
tracking in 2012
2 in 3 countries are
now distrusters
Trust Index
A World of Distrust
48 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
45 Global
69 China
62 Singapore
57 UAE
56 Mexico
55 India
54 Indonesia
53 Hong Kong
53 Malaysia
51 Canada
49 Argentina
48 Netherlands
47 Italy
46 Brazil
40 Australia
40 U.S.
39 S. Korea
38 Poland
36 France
36 Spain
36 Sweden
35 U.K.
34 Germany
34 Ireland
32 Japan
30 Russia
Source: 2017 Edelman Trust Barometer. The Trust
Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General Population,
25-country global total.
2012 2017
Trusters
(60-100)
Neutrals
(50-59)
Distrusters
(1-49)
Average trust in institutions,
General Population, 2012 vs. 2017
Trust in
Government
“People in this country have had enough of experts.”
– Michael Gove, Member of Parliament, U.K.
Distrusted in 75% of countries
Government Trust Declining Globally
Source: 2017 Edelman Trust Barometer Q11-620. [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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in government, and change from 2016 to 2017
Declines in 14 countries
50%
41
47
15
20
24 24 25 25
28
31 32 32 33
36 37 37 37 38 40
43 44 45 47
51 51
69 71
75 75 76
Global28
GDP5
S.Africa
Poland
Brazil
Mexico
France
Spain
S.Korea
Italy
Colombia
Ireland
Argentina
U.K.
Australia
Japan
Malaysia
Germany
HongKong
Canada
Russia
Sweden
U.S.
Netherlands
Turkey
Singapore
Indonesia
India
UAE
China
0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1
Y-to-Y Change+−
NeutralDistrust Trust
Source: 2017 Edelman Trust Barometer Q11-620. 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,
Hong Kong.
Percent trust in government, 2012 vs. 2017
Trust in Government: All-Time Low
55
53
42
44
45
40
2012 2013 2014 2015 2016 2017
Source: 2017 Edelman Trust Barometer Q130-747. 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, Hong Kong, question asked of half the sample.
Percent who rate each spokesperson as very/extremely credible
Government Official Credibility: All-Time Low
Government
Officials
41%
Credible
Government
Officials
29%
Credible
2016 Credibility 2017 Credibility
10point
gap between
Informed and Mass
Government Should Rein in Business
Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate
how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Hong Kong,
question asked of one-fifth the sample.
Regulation
88%
agree that the
pharmaceutical
industry needs
more regulations
Tax Policy
73%
agree that policy
makers should
tax foods that negatively
impact health
Reform
47%
do not agree that
financial market reforms
have increased
economic stability
Media
“The global village that was once the internet was has been replaced
by digital islands of isolation that are drifting further apart each day.”
- Mostafa M. El-Bermawy, Vice President, WorkZone
Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q749. When someone you know provides you with some information
that supports a position that you do NOT believe, which of following do you typically do with it? Question asked of half the sample. Q752. How often do you read or listen to information or points of view from people, media
sources or organizations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”), question asked of half the sample. General Population, Hong Kong.
“I would support politicians
I trust to make things better
for me and my family
even if they
exaggerated the truth”
Nearly
3in5agree 54%
Do not regularly listen to
people or organizations
with whom they often
disagree
to ignore information that
supports a position they do
not believe in
Nearly
3xmore likely
The Echo Chamber in Action:
Facts matter less. Bias is our filter.
54
55 55
50
47
42
2012 2013 2014 2015 2016 2017
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in media, 2012 vs. 2017
Hong Kong Trust in Media: All-Time Low
Search engines*
Traditional media
Online-only media**
Social media
Owned media
Traditional Media Shows Steepest Decline
Source: 2017 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, Hong Kong, question asked of half the sample. *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
Search engines now most
trusted
Traditional media down
21 points since 2012
55
41
59
36
2012 2013 2014 2015 2016 2017
Trust in
Business
I and the public know
What all schoolchildren learn
Those to whom evil is done
Do evil in return
- W. H. Auden
Global Business on Brink of Distrust
Source: 2017 Edelman Trust Barometer Q11-620. [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) General Population, 28-country global total.GDP 5 = U.S., China, Japan, Germany,
U.K.
Percent trust in business, and change from 2016 to 2017
Distrusted in 13 countries
50%
52 51
29
34
39 40 41 41 43 43 45 45 46 46 48 50 50
55 56 56 58 58 60 61
64 64
67 67
74 76
Global28
GDP5
S.Korea
HongKong
Russia
Poland
Ireland
Japan
Germany
Turkey
Argentina
U.K.
Spain
Sweden
Australia
France
Canada
Italy
Malaysia
S.Africa
Singapore
U.S.
Netherlands
Brazil
Colombia
UAE
China
Mexico
India
Indonesia
-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1
Declines in 18 countries
Y-to-Y Change+−
NeutralDistrust Trust
Hong Kong Business: All-Time Low
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in business, 2012 to 2017
42
43
41
38
39
34
2012 2013 2014 2015 2016 2017
CEO Credibility in Crisis
Source: 2017 Edelman Trust Barometer Q130-747. 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, 28-country global total and Hong Kong, question asked of half
the sample.
Percent who rate each spokesperson as very/extremely credible
19% decline since
2016 – most significant
decline globally
10pt. below global
average
Hong Kong
27%
Credible
Global
37%
Credible
66% agree
“A company can take specific actions that both increase
profits and improve the economic and social conditions in the community
where it operates.”
Citizens Expect Business to Address Societal Issues
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General
Population, Hong Kong, question asked of half the sample.
.
Corruption Globalization Pace of Innovation
Citizen Concerns
Percent of respondents who are concerned regarding each issue
65%64% 54%
46% globalization 50% the pace of change
is taking us in the
wrong direction
62% lack of training or skills
50% automation
50% foreign competitors
50% jobs moving to cheaper markets
Population worries about
losing their jobs due to:
in business and industry is
too fast
Source: 2017 Edelman Trust Barometer. Corruption Q686-687, Globalization Q681-684, Pace of innovation Q677. For details on how the societal fears were measured, please refer to the Technical Appendix. Q693-762. Some people say
they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale
where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box,
Agree) Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast), question asked of half the sample.
General Population, Hong Kong.
Do No Harm
Source: 2017 Edelman Trust Barometer Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.) General Population, 28-country global total and
Hong Kong, question asked of half the sample.
Actions business can take that would most damage trust (top 6 most-selected)
33%
43%
44%
46%
50%
50%
36%
40%
44%
36%
51%
39%
Move jobs from this country to cheaper labor markets
Reduce costs by lowering product quality
Pay top executives much more than the average worker
Reduce employees’ benefits
Pay bribes to government officials to win contracts
Reduce costs by cutting jobs
Hong KongGlobal
21%
29%
50%
59%
Sold shares
Shared negative opinions online
Criticized companies
Refused to buy products/services
Trust Matters
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Sold shares
Source: 2017 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/do not trust? (Yes Summary) General Population, Hong Kong, question asked of half the sample.
How to Drive Trust
in Business
Purpose Drives Trust in Business
Top trust drivers in Hong Kong
43%
41%
36%
35%
31%
26%
25%
20%
Treats employees
well
Has ethical
business practices
Works to protect and
improve the environment
Addresses society's needs in
its everyday business
Places customers
ahead of profits
Is an innovator of new
products, services or ideas
Delivers consistent financial
returns to investors
Ranks on a global list of top companies,
such as best to work for or most admired
Source: 2017 Edelman Trust Barometer Q80-639. 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) General Population, Hong Kong.
Important Drivers of Trust Less Important Drivers of Trust
Employee Advocacy not Leveraged
Source: 2017 Edelman Trust Barometer 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. A company’s stand on issues related to the industry in which it operates? Question asked of one-quarter of the sample. Q130-747. 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, Hong Kong, question asked of half the sample.
Most trusted spokesperson to communicate each topic
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
56%
a person like
yourself
15 16 15
19
24
15
24
16 17
22 22
17
48
33
31
27 27 27
20
27
29
24
22 21
18
28 28
24
32 33
10
14
12
19
16 17
Partnerships/
programs to address
societal issues
Business
practices/
crisis handling
Financial
earnings &
operational
performance
Innovation effortsTreatment of
employees/
customers
Views on
industry issues
54
55 55
50
47
4242
43
41
38
39
34
55
53
42
44
45
40
2012 2013 2014 2015 2016 2017
61
63
64
57 57
59
Partner with NGOs
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in the four institutions of
government, business, media and NGOs, 2012 vs. 2017
NGOs
Media
Government
Business
How to Gain Trust in
Today’s Environment
A New Model
for Earning Trust
Engage with the
people that can best
help achieve your
purpose – NGOs
and your employees
Build operations
and policies that
make your
purpose a reality
Define your purpose
in society and put it
at the core of your
business
Craft your story for
today’s media
environment: earned,
social and search
Thank You

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2017 Edelman Trust Barometer - Hong Kong

  • 2. 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). 2017 Edelman Trust Barometer Methodology Informed PublicGeneral Online Population 17 years of data 33,000+ respondents All fieldwork was conducted between October 13th and November 16th, 2016 Online Survey in 28 Countries Mass Population ‣ 9 years in 20+ markets ‣ Represents 13% 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 ‣ All population not including Informed Public ‣ Represents 87% of total global population ‣ 6 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country All slides show General Online Population unless otherwise noted
  • 3. 2016: The Inversion of Influence 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. Informed Public and Mass Population, 28-country global total. Influence & Authority Influence Authority Mass Population 85%of population 48Trust Index 15%of population 60Trust Index Informed Public 12 point trust gap
  • 4. The Inversion of Influence in Action Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General Population Respondents, Nov. 28 to Dec. 11, 2016 Trump Voters Clinton Voters Trust Barometer Supplement: UK Supplement, 1,150 General Population Respondents, December 23, 2016 to January, 7 2017 Remain in the EU Leave the EU Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation. Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation. 67% are fearful 45% are fearful 54% are fearful 27% are fearful Percent who hold various societal and economic fears
  • 5. Trust Index A World of Distrust Average trust in institutions, General Population, 2016 vs. 2017 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 2016 2017 50 Global 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 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 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General Population, 28-country global total. 3 point decrease in the global Trust Index Trust declines in 21 of 28 countries— the broadest declines since beginning General Population tracking in 2012 2 in 3 countries are now distrusters
  • 6. Trust Index A World of Distrust 48 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 45 Global 69 China 62 Singapore 57 UAE 56 Mexico 55 India 54 Indonesia 53 Hong Kong 53 Malaysia 51 Canada 49 Argentina 48 Netherlands 47 Italy 46 Brazil 40 Australia 40 U.S. 39 S. Korea 38 Poland 36 France 36 Spain 36 Sweden 35 U.K. 34 Germany 34 Ireland 32 Japan 30 Russia Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General Population, 25-country global total. 2012 2017 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) Average trust in institutions, General Population, 2012 vs. 2017
  • 7. Trust in Government “People in this country have had enough of experts.” – Michael Gove, Member of Parliament, U.K.
  • 8. Distrusted in 75% of countries Government Trust Declining Globally Source: 2017 Edelman Trust Barometer Q11-620. [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) General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. Percent trust in government, and change from 2016 to 2017 Declines in 14 countries 50% 41 47 15 20 24 24 25 25 28 31 32 32 33 36 37 37 37 38 40 43 44 45 47 51 51 69 71 75 75 76 Global28 GDP5 S.Africa Poland Brazil Mexico France Spain S.Korea Italy Colombia Ireland Argentina U.K. Australia Japan Malaysia Germany HongKong Canada Russia Sweden U.S. Netherlands Turkey Singapore Indonesia India UAE China 0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1 Y-to-Y Change+− NeutralDistrust Trust
  • 9. Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong. Percent trust in government, 2012 vs. 2017 Trust in Government: All-Time Low 55 53 42 44 45 40 2012 2013 2014 2015 2016 2017
  • 10. Source: 2017 Edelman Trust Barometer Q130-747. 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, Hong Kong, question asked of half the sample. Percent who rate each spokesperson as very/extremely credible Government Official Credibility: All-Time Low Government Officials 41% Credible Government Officials 29% Credible 2016 Credibility 2017 Credibility 10point gap between Informed and Mass
  • 11. Government Should Rein in Business Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Hong Kong, question asked of one-fifth the sample. Regulation 88% agree that the pharmaceutical industry needs more regulations Tax Policy 73% agree that policy makers should tax foods that negatively impact health Reform 47% do not agree that financial market reforms have increased economic stability
  • 12. Media “The global village that was once the internet was has been replaced by digital islands of isolation that are drifting further apart each day.” - Mostafa M. El-Bermawy, Vice President, WorkZone
  • 13. Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Question asked of half the sample. Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”), question asked of half the sample. General Population, Hong Kong. “I would support politicians I trust to make things better for me and my family even if they exaggerated the truth” Nearly 3in5agree 54% Do not regularly listen to people or organizations with whom they often disagree to ignore information that supports a position they do not believe in Nearly 3xmore likely The Echo Chamber in Action: Facts matter less. Bias is our filter.
  • 14. 54 55 55 50 47 42 2012 2013 2014 2015 2016 2017 Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong. Percent trust in media, 2012 vs. 2017 Hong Kong Trust in Media: All-Time Low
  • 15. Search engines* Traditional media Online-only media** Social media Owned media Traditional Media Shows Steepest Decline Source: 2017 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, Hong Kong, question asked of half the sample. *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 Search engines now most trusted Traditional media down 21 points since 2012 55 41 59 36 2012 2013 2014 2015 2016 2017
  • 16. Trust in Business I and the public know What all schoolchildren learn Those to whom evil is done Do evil in return - W. H. Auden
  • 17. Global Business on Brink of Distrust Source: 2017 Edelman Trust Barometer Q11-620. [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) General Population, 28-country global total.GDP 5 = U.S., China, Japan, Germany, U.K. Percent trust in business, and change from 2016 to 2017 Distrusted in 13 countries 50% 52 51 29 34 39 40 41 41 43 43 45 45 46 46 48 50 50 55 56 56 58 58 60 61 64 64 67 67 74 76 Global28 GDP5 S.Korea HongKong Russia Poland Ireland Japan Germany Turkey Argentina U.K. Spain Sweden Australia France Canada Italy Malaysia S.Africa Singapore U.S. Netherlands Brazil Colombia UAE China Mexico India Indonesia -4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1 Declines in 18 countries Y-to-Y Change+− NeutralDistrust Trust
  • 18. Hong Kong Business: All-Time Low Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong. Percent trust in business, 2012 to 2017 42 43 41 38 39 34 2012 2013 2014 2015 2016 2017
  • 19. CEO Credibility in Crisis Source: 2017 Edelman Trust Barometer Q130-747. 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, 28-country global total and Hong Kong, question asked of half the sample. Percent who rate each spokesperson as very/extremely credible 19% decline since 2016 – most significant decline globally 10pt. below global average Hong Kong 27% Credible Global 37% Credible
  • 20. 66% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” Citizens Expect Business to Address Societal Issues Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, Hong Kong, question asked of half the sample. .
  • 21. Corruption Globalization Pace of Innovation Citizen Concerns Percent of respondents who are concerned regarding each issue 65%64% 54% 46% globalization 50% the pace of change is taking us in the wrong direction 62% lack of training or skills 50% automation 50% foreign competitors 50% jobs moving to cheaper markets Population worries about losing their jobs due to: in business and industry is too fast Source: 2017 Edelman Trust Barometer. Corruption Q686-687, Globalization Q681-684, Pace of innovation Q677. For details on how the societal fears were measured, please refer to the Technical Appendix. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast), question asked of half the sample. General Population, Hong Kong.
  • 22. Do No Harm Source: 2017 Edelman Trust Barometer Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.) General Population, 28-country global total and Hong Kong, question asked of half the sample. Actions business can take that would most damage trust (top 6 most-selected) 33% 43% 44% 46% 50% 50% 36% 40% 44% 36% 51% 39% Move jobs from this country to cheaper labor markets Reduce costs by lowering product quality Pay top executives much more than the average worker Reduce employees’ benefits Pay bribes to government officials to win contracts Reduce costs by cutting jobs Hong KongGlobal
  • 23. 21% 29% 50% 59% Sold shares Shared negative opinions online Criticized companies Refused to buy products/services Trust Matters Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Refused to buy products/services Criticized companies Shared negative opinions Sold shares Source: 2017 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/do not trust? (Yes Summary) General Population, Hong Kong, question asked of half the sample.
  • 24. How to Drive Trust in Business
  • 25. Purpose Drives Trust in Business Top trust drivers in Hong Kong 43% 41% 36% 35% 31% 26% 25% 20% Treats employees well Has ethical business practices Works to protect and improve the environment Addresses society's needs in its everyday business Places customers ahead of profits Is an innovator of new products, services or ideas Delivers consistent financial returns to investors Ranks on a global list of top companies, such as best to work for or most admired Source: 2017 Edelman Trust Barometer Q80-639. 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) General Population, Hong Kong. Important Drivers of Trust Less Important Drivers of Trust
  • 26. Employee Advocacy not Leveraged Source: 2017 Edelman Trust Barometer 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. A company’s stand on issues related to the industry in which it operates? Question asked of one-quarter of the sample. Q130-747. 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, Hong Kong, question asked of half the sample. Most trusted spokesperson to communicate each topic Company CEO Senior executive Employee Activist consumer Academic Media spokesperson 56% a person like yourself 15 16 15 19 24 15 24 16 17 22 22 17 48 33 31 27 27 27 20 27 29 24 22 21 18 28 28 24 32 33 10 14 12 19 16 17 Partnerships/ programs to address societal issues Business practices/ crisis handling Financial earnings & operational performance Innovation effortsTreatment of employees/ customers Views on industry issues
  • 27. 54 55 55 50 47 4242 43 41 38 39 34 55 53 42 44 45 40 2012 2013 2014 2015 2016 2017 61 63 64 57 57 59 Partner with NGOs Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong. Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2017 NGOs Media Government Business
  • 28. How to Gain Trust in Today’s Environment
  • 29. A New Model for Earning Trust Engage with the people that can best help achieve your purpose – NGOs and your employees Build operations and policies that make your purpose a reality Define your purpose in society and put it at the core of your business Craft your story for today’s media environment: earned, social and search

Editor's Notes

  1. 3-point decrease in the global trust Index Trust declines in 21 of 28 countries—the broadest declines since beginning General Population tracking in 2012 Today 2 in 3 countries are now distrusters When we started this survey in Hong Kong six years ago, Hong Kong fell under “neutral” at 54 (note: this will change when we get the 2012 info) – at the time Hong Kong was ranked 6 points ahead of the global average Fast forward to today and Hong Kong falls under the group of “Distrusters” and has fallen in the Trust Index by 10 points Hong Kong sits 3 points below the global average And when we survey trust in the informed public versus the mass population – we see a 11 point trust gap, this is a six point increase in trust gap between these two groups
  2. Globally we are seeing a 3-point decrease in the global Trust Index With trust declining in 21 of the 28 countries surveyed – the broadest declines since beginning General Population tracking in 2012 Today 2 in 3 countries fall under the distrust category
  3. 3-point decrease in the global trust Index Trust declines in 21 of 28 countries—the broadest declines since beginning General Population tracking in 2012 Today 2 in 3 countries are now distrusters When we started this survey in Hong Kong six years ago, Hong Kong fell under “neutral” at 54 (note: this will change when we get the 2012 info) – at the time Hong Kong was ranked 6 points ahead of the global average Fast forward to today and Hong Kong falls under the group of “Distrusters” and has fallen in the Trust Index by 10 points Hong Kong sits 3 points below the global average And when we survey trust in the informed public versus the mass population – we see a 11 point trust gap, this is a six point increase in trust gap between these two groups
  4. Delving a little deeper into the Hong Kong data, we see a 5 point decline in trust in Hong Kong
  5. The echo chamber has an incredible effect on society as a whole – The US election is a great example of the negative effects the echo chamber and an epidemic of fake news can have on the public. Additionally, with the media continuing to loose trust and the rise of the search engine, business (who is facing the most dramatic trust crisis) must change their method of communicating with their audience.
  6. Falling five points this year, we see trust in media at an all-time low At 42, we rank just one point below the global average for trust in media
  7. Similar to government, the credibility of CEOs is in a dire state. Only 27 percent of the general population deem Hong Kong CEOs credible – a 10 percent drop from the global average And most notably, this marks a 19 point drop from 2016 – the most significant y-o-y decline globally [USE JEN’S DESK RESEARCH HERE] [INFORMED VERSUS MASS] The main issue here is pretty obvious – CEOs aren’t talking about the things that matter to people. CEOs are most often talking about wealth creation and a the majority of the mass population aren’t feeling the benefit of that wealth creation.