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2018 Edelman Trust Barometer - China

This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the online survey conducted in 28 markets with over 33,000 total respondents. The general population sample included 1,150 respondents per market ages 18+, while the informed public sample included 500 respondents in the US and China and 200 in other markets who met certain criteria. Response margins of error are provided for each sample group. The document outlines the methodology used to measure trust in key institutions and trends in trust over time.

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2018 Edelman Trust Barometer China
2 Methodology 2018 Edelman Trust Barometer Online Survey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 General Online Population 7 years in 25+ markets Ages 18+ 1,150 respondents per market All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ markets Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news 28-markets 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+), half-sample global general online population +/- 0.8 (N=16,100). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by market), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by market).
Global State of Trust
Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. General population, 28-markets global total. 4 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong, China 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 U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong, China 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 markets are distrusters, up 1 from 2017
Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed public, 28-markets global total. 5 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong, China 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong, China 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
Source: 2018 Edelman Trust Barometer. TRU_INS. 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, 28-markets global total. 6 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 43 43 67 65 53 53 64 64 53 53 -3 -1 0 0 Business MediaNGOs Government 0 0 +2 0 Informed Public General Population 20182017 Y-to-Y Change− +0
Trust Divides In and Out of China
Percent trust in each institution, and change from 2017 to 2018 73 81 86 7776 85 89 80 61 67 76 6566 74 84 71 Source: 2018 Edelman Trust Barometer. TRU_INS. 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, China. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China. 8 China Keeps Rising +5 +7 +8 +6 +3 +4 +3 +3 20182017 Business MediaNGOs Government 7-point increase Rose from 3rd place to 1st place General Population 4-point increase Rose from 2nd to 1st place Informed Public 83 TRUST INDEX 74TRUST INDEX Y-to-Y Change− +0
43 14 18 24 25 27 28 33 33 34 35 35 36 37 41 43 44 45 46 46 46 46 51 54 65 70 73 77 84 Global28 S.Africa Brazil Colombia Poland Italy Mexico France U.S. Spain Australia Ireland U.K. Japan Argentina Germany Russia S.Korea Canada HongKong, China Malaysia Sweden Turkey The Netherlands Singapore India Indonesia UAE China Source: 2018 Edelman Trust Barometer. TRU_INS. [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-markets global total. 9 Trust in Government is Dominant Percent trust in government, and change from 2017 to 2018 l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8 Distrusted in 21 markets TrustNeutralDistrust Y-to-Y Change− +0
10 Government Most Broken in the U.S. Which institution is the most broken? Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the following statements? General population, U.S. and China. Government 59% Government Government Path to Better Future in China Which institution is most likely to lead to a better future? 68% % % %
43 30 31 32 32 32 33 33 34 35 35 39 40 42 42 43 43 43 44 45 47 48 49 52 55 56 61 68 71 Global28 Turkey Australia Japan Sweden U.K. France Ireland Poland Russia S.Africa Argentina S.Korea Germany U.S. Brazil Colombia HongKong, China Spain Italy Malaysia Mexico Canada Singapore The Netherlands UAE India Indonesia China Source: 2018 Edelman Trust Barometer. TRU_INS. [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, 28-markets global total. 11 Percent trust in media, and change from 2017 to 2018 Media Trusted in China But Least-Trusted Institution Globally Distrusted in 22 of 28 of markets l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6 TrustNeutralDistrust Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, China. 12 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities, in China Lack of Confidence in Media Undermining Trust and Truth I am not sure what is true and what is not Loss of Truth I do not know which politicians to trust Loss of Trust in Government Leaders I don't know which companies or brands to trust Loss of Trust in Business 30% 43% 46% MEDIA | JOURNALISM | PLATFORMS
52 36 36 40 41 42 42 43 43 44 44 45 46 47 48 49 49 53 54 56 57 60 60 64 68 70 74 74 78 Global28 HongKong. China S.Korea Ireland Russia France Japan Poland U.K. Argentina Germany Australia Turkey Sweden U.S. Canada Spain S.Africa Italy Singapore Brazil Malaysia The Netherlands Colombia UAE Mexico China India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [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-markets global total. 13 Percent trust in business, and change from 2017 to 2018 Business Takes Biggest Leap among all Markets l llllllllllllllllllllllllllll0 +2 +7 -1 +2 -8 +1 +3 -2 -1 +1 -3 +3 +1 -10 -1 +3 -3 -1 -2 -4 +4 0 0 +4 +3 +7 0 +2 Distrusted in 16 markets TrustNeutralDistrust Y-to-Y Change− +0
Understand the Trust Status of Chinese Brands Through Global Lens
Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries shown to half of the sample. General population, 26-market global total (excludes China and Colombia), 9-market global total, and China. 15 Trust in companies headquartered in China, among Chinese respondents vs. respondents outside China, from 2014 to 2018 Trust in Brand China Rising at Home, Flat Globally 74 73 76 83 90 32 31 31 32 33 34 34 33 36 34 2014 2015 2016 2017 2018 40 pt. trust gap 56 pt. trust gap 26-market global average trust in Brand China China trust in Brand China 9-market global average trust in Brand China
36 7 16 18 20 22 24 25 25 25 25 26 27 29 30 32 33 34 39 41 42 44 46 48 53 53 61 64 90 Global28 Japan S.Korea Ireland Germany Poland Sweden Australia Canada France U.K. U.S. HongKong,China Italy Spain S.Africa TheNetherlands Singapore Turkey Russia India Argentina Malaysia Brazil Colombia Mexico UAE Indonesia China Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries shown to half of the sample. General Population, 28-market global totals. 16 Trust in companies headquartered in China, and change from 2017 to 2018 Brand China Broadly Distrusted Outside of China TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 +1 -5 -1 +2 0 +4 +2 +5 +5 -2 -3 +2 -2 -1 -3 +2 +3 +4 -6 -3 -1 +3 -8 -3 0 +15 +3 +7 Distrusted in 22 of 28 of markets
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q5. We would like you to think about the CEOs of Chinese companies. Please indicate how much you trust the following CEOs to do what is right. Use the following 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, 9-market global total. 17 Percent who trust CEOs of Chinese companies in general to do what is right CEOs of Chinese Companies Not Trusted Outside China TrustNeutralDistrust 81 34 11 19 22 23 33 42 45 52 54 China Global9 Japan Germany U.S. U.K. S.Africa Brazil Russia India Indonesia
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. Average of “Have ethical business practices” and “Have transparent and open business practices”. Callout: Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. 18 Percent who say companies headquartered in China performing well on this attribute Concerns About Business Practices OPERATIONS | CUSTOMERS | SOCIETY 37% Say Chinese companies have ethical, transparent and open business practices More than 1 in 2 believe many Chinese companies unfairly use innovations, copyrighted ideas and technology that belong to others for their own profit 79 17 17 26 26 34 45 47 58 62 China Germany Japan U.K. U.S. S.Africa Brazil Russia India Indonesia
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 19 Percent who say companies headquartered in China performing well on this attribute Concerns About Environmental Impact OPERATIONS | CUSTOMERS | SOCIETY 34% Say Chinese companies protect and improve the environment 76 16 19 25 25 31 38 40 57 58 China Japan Germany U.K. U.S. S.Africa Brazil Russia Indonesia India
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9- market global total. 20 Percent who agree Unsure if Chinese Companies Making World a Better Place OPERATIONS | CUSTOMERS | SOCIETY 37% Say Chinese companies are making the world a better place 85 17 27 29 32 35 43 45 51 51 China Japan U.S. Germany U.K. S.Africa Brazil Russia India Indonesia
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 21 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Job Creators OPERATIONS | CUSTOMERS | SOCIETY 53% Say Chinese companies create many new jobs 86 38 39 40 48 50 62 65 67 69 China Japan U.S. Germany U.K. S.Africa Brazil Russia India Indonesia
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 22 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Offering Good Value OPERATIONS | CUSTOMERS | SOCIETY 50% Say Chinese companies offer good value for the money 82 28 40 45 45 51 53 57 65 68 China Japan U.S. Germany S.Africa U.K. Brazil Russia India Indonesia
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 23 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Understand Customer Needs OPERATIONS | CUSTOMERS | SOCIETY 53% Say Chinese companies understand what people in our country want 84 28 43 44 49 53 56 63 71 72 China Japan U.S. Germany U.K. Brazil S.Africa Russia India Indonesia
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 24 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Innovators OPERATIONS | CUSTOMERS | SOCIETY 54% Say Chinese companies are innovators of new products, services or ideas 85 27 42 44 52 60 61 65 67 73 China Japan U.S. Germany U.K. Brazil S.Africa Russia Indonesia India
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9- market global total. 25 Percent who agree Chinese Companies Make Advanced Technology Affordable OPERATIONS | CUSTOMERS | SOCIETY 59% Say Chinese companies do a good job making advanced technology affordable for the average person 78 27 51 54 60 62 67 68 69 71 China Japan U.S. Germany U.K. Brazil Russia S.Africa Indonesia India
26 Percent who agree or disagree China’s One Belt and One Road economic development initiative will have a positive impact on the world ‘One Belt and One Road’ Initiative Seen as Positive—But Awareness Still Low 4 78 94 90 89 87 85 77 67 59 48 China 9-market total Germany S.Africa U.K. U.S. Brazil Russia Indonesia Japan India Percent who have not heard of the initiative 16% Neutral 55% Positive impact 28% Not a positive impact Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q7. Have you heard about China’s One Belt and One Road economic development initiative? (Sum of “No” and “Not sure”). Q8. Please rate how much you agree or disagree with the following statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of those who are aware of the initiative. General population, 9-market global total.
Understand the Trust Status of Brand US
Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries shown to half of the sample. General population, 26-market global total (excludes Colombia and U.S.) and U.S. 28 Trust in companies headquartered in the U.S., among respondents in U.S. vs. outside U.S., and trust in companies headquartered in 15 other countries, from 2014 to 2018 Trust in Brand U.S. Declines at Home and Abroad 69 65 67 74 66 60 56 56 54 48 53 48 50 51 51 2014 2015 2016 2017 2018 26-market global average trust in Brand U.S. U.S. trust in Brand U.S. 26-market global average trust in 15 other countries U.S. trust advantage vanishes
50 15 24 29 29 36 39 40 43 44 44 44 47 48 48 48 49 50 54 57 59 59 66 66 67 67 67 73 78 Global28 Russia Germany Ireland Turkey Sweden U.K. France Canada Australia HongKong TheNetherlands Spain Argentina Italy Japan Malaysia S.Africa Poland S.Korea Mexico Singapore China U.S. Brazil Colombia UAE Indonesia India l llllllllllllllllllllllllllll-5 -2 -8 -6 -4 -7 -7 -4 -7 -6 -10 -9 -12 -6 -11 -3 -7 -5 -1 -3 -15 -6 +8 -8 -6 -6 +6 -5 -6 Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries asked of half of the sample. General population, 28-market global total. 29 Trust in companies headquartered in the United States, and change from 2017 to 2018 Brand U.S. Broadly Distrusted TrustNeutralDistrust Y-to-Y Change− +0 Distrusted in 16 markets Largest decline in Mexico Largest increase in China
30 Percent of Chinese respondents who say companies headquartered in the U.S. are performing well on each attribute High Opinion of Brand U.S. in China 78 80 80 81 82 83 Good citizenship Purpose and social responsibility Leadership Business practices Customer engagement Product attributes Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. #1Highest-rated attribute Offer high-quality products or services (85%)
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. 31 Attributes on which Chinese respondents rate U.S. companies higher than Chinese companies, and attributes on which they rate Chinese companies higher than U.S. companies Chinese Perceptions of Brand China vs. Brand U.S. U.S. companies rated higher on: Chinese companies rated higher on: Work to protect and improve the environment Invite the public to contribute to and help shape their products, services or policies Have a public image or heritage that I can appreciate and relate to Actively encourage and facilitate conversations and interactions with the public Respect our country, its traditions, and its people Understand what kinds of products and services people in our country want Create many new jobs Train their employees so they have the skills they need to be part of the workforce of the future
32 Percent who say companies headquartered in the U.S. are performing well on each attribute Chinese Perceptions of Brand U.S. in Detail 80 80 79 81 81 81 83 80 82 84 85 Highly-regarded and widely admired top leadership CEOs are leaders in the community beyond their business Transparent and open business practices Treat employees well Pay their workers fairly Have ethical business practices Train employees to be part of the workforce of the future Understand what people in our country want Offer good value for the money Innovators of new products, services or ideas Offer high quality products or services Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. Leadership Business practices Product attributes
33 Percent who say companies headquartered in the U.S. are performing well on each attribute Chinese Perceptions of Brand U.S. 80 80 74 78 78 83 82 82 82 82 Protect and improve the environment Create programs to benefit communities where they operate The profits they make in this country stay in this country Respect our country its traditions and its people Pay their fair share of taxes Create many new jobs Listen to customer needs and feedback Invite the public to help shape products, services or policies Have a public image or heritage I appreciate and relate to Encourage and facilitate interactions with the public Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. Good citizenship Purpose and social responsibility Customer engagement
Opportunities for Building a Trusted Brand China
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. 36 Percent who agree Tell Your Story 58% Say it is difficult for people to get to know Chinese companies because they do not regularly tell us about themselves Nearly 6 in 10 agree “Most of what I know about Chinese companies is based on what I see in the media rather than on personal experience.” 54 44 53 57 57 58 59 63 64 65 China Japan Brazil Indonesia Russia U.S. S.Africa Germany India U.K.
50% Source: 2018 Edelman Trust Barometer Special Report: Trust in Brand China. Q6. Thinking back over the past 12 months, have any of the following happened? Please indicate your answer using the five-point scale below (Code 5, I have definitely done this). General population, 9-market global total. Callout: Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. . 37 Percent who have definitely done the following over the past 12 months Promote Your Brand 41% Over the past 12 months, I have used a product or service from a Chinese company 75 18 27 33 33 44 46 49 55 61 China Japan U.K. Germany U.S. Brazil India Indonesia S.Africa Russia 43% agree that “There is at least one Chinese brand that I consider to be the best in the world”
50% Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. 38 Percent who agree Share Your Values 29% Say the values and views of most Chinese companies match my own 74 12 19 23 24 24 31 33 45 48 China Japan Germany U.K. S.Africa U.S. Brazil Russia India Indonesia
The Future of Brand China Requires Both Action and Communication 39 Build on Strengths Address Opportunities Tell Your Story Job creation Good value Customer satisfaction Innovation Affordable technology Employee relations Transparency and ethics Environmental impact Global citizenship Benefits of China’s growth for rest of world One Belt and One Road Values and views
2018 Edelman Trust Barometer China
41 Panel Discussion Host: • Jesse Lin, Chief Executive Officer, Edelman Asia Pacific, Middle East & Africa Panelists: • Hong Fan, Director of National Image Research Center, Professor of School of Journalism and Communication • Richard Edelman, President and CEO of Edelman • David S. Aikman, Chief Representative Officer, China, WEF • Xinhao He, Founder, ROI Festival
42 Thanks! Follow Edelman China’s WeChat to get more information

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2018 Edelman Trust Barometer - China

  • 1.
  • 2.
    2 Methodology 2018 Edelman Trust Barometer OnlineSurvey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 General Online Population 7 years in 25+ markets Ages 18+ 1,150 respondents per market All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ markets Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news 28-markets 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+), half-sample global general online population +/- 0.8 (N=16,100). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by market), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by market).
  • 3.
  • 4.
    Source: 2018 EdelmanTrust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. General population, 28-markets global total. 4 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong, China 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 U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong, China 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 markets are distrusters, up 1 from 2017
  • 5.
    Source: 2018 EdelmanTrust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed public, 28-markets global total. 5 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong, China 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong, China 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
  • 6.
    Source: 2018 EdelmanTrust Barometer. TRU_INS. 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, 28-markets global total. 6 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 43 43 67 65 53 53 64 64 53 53 -3 -1 0 0 Business MediaNGOs Government 0 0 +2 0 Informed Public General Population 20182017 Y-to-Y Change− +0
  • 7.
  • 8.
    Percent trust ineach institution, and change from 2017 to 2018 73 81 86 7776 85 89 80 61 67 76 6566 74 84 71 Source: 2018 Edelman Trust Barometer. TRU_INS. 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, China. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China. 8 China Keeps Rising +5 +7 +8 +6 +3 +4 +3 +3 20182017 Business MediaNGOs Government 7-point increase Rose from 3rd place to 1st place General Population 4-point increase Rose from 2nd to 1st place Informed Public 83 TRUST INDEX 74TRUST INDEX Y-to-Y Change− +0
  • 9.
    43 14 18 24 25 2728 33 33 34 35 35 36 37 41 43 44 45 46 46 46 46 51 54 65 70 73 77 84 Global28 S.Africa Brazil Colombia Poland Italy Mexico France U.S. Spain Australia Ireland U.K. Japan Argentina Germany Russia S.Korea Canada HongKong, China Malaysia Sweden Turkey The Netherlands Singapore India Indonesia UAE China Source: 2018 Edelman Trust Barometer. TRU_INS. [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-markets global total. 9 Trust in Government is Dominant Percent trust in government, and change from 2017 to 2018 l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8 Distrusted in 21 markets TrustNeutralDistrust Y-to-Y Change− +0
  • 10.
    10 Government Most Broken inthe U.S. Which institution is the most broken? Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the following statements? General population, U.S. and China. Government 59% Government Government Path to Better Future in China Which institution is most likely to lead to a better future? 68% % % %
  • 11.
    43 30 31 3232 32 33 33 34 35 35 39 40 42 42 43 43 43 44 45 47 48 49 52 55 56 61 68 71 Global28 Turkey Australia Japan Sweden U.K. France Ireland Poland Russia S.Africa Argentina S.Korea Germany U.S. Brazil Colombia HongKong, China Spain Italy Malaysia Mexico Canada Singapore The Netherlands UAE India Indonesia China Source: 2018 Edelman Trust Barometer. TRU_INS. [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, 28-markets global total. 11 Percent trust in media, and change from 2017 to 2018 Media Trusted in China But Least-Trusted Institution Globally Distrusted in 22 of 28 of markets l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6 TrustNeutralDistrust Y-to-Y Change− +0
  • 12.
    Source: 2018 EdelmanTrust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, China. 12 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities, in China Lack of Confidence in Media Undermining Trust and Truth I am not sure what is true and what is not Loss of Truth I do not know which politicians to trust Loss of Trust in Government Leaders I don't know which companies or brands to trust Loss of Trust in Business 30% 43% 46% MEDIA | JOURNALISM | PLATFORMS
  • 13.
    52 36 36 40 4142 42 43 43 44 44 45 46 47 48 49 49 53 54 56 57 60 60 64 68 70 74 74 78 Global28 HongKong. China S.Korea Ireland Russia France Japan Poland U.K. Argentina Germany Australia Turkey Sweden U.S. Canada Spain S.Africa Italy Singapore Brazil Malaysia The Netherlands Colombia UAE Mexico China India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [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-markets global total. 13 Percent trust in business, and change from 2017 to 2018 Business Takes Biggest Leap among all Markets l llllllllllllllllllllllllllll0 +2 +7 -1 +2 -8 +1 +3 -2 -1 +1 -3 +3 +1 -10 -1 +3 -3 -1 -2 -4 +4 0 0 +4 +3 +7 0 +2 Distrusted in 16 markets TrustNeutralDistrust Y-to-Y Change− +0
  • 14.
    Understand the Trust Statusof Chinese Brands Through Global Lens
  • 15.
    Source: 2018 EdelmanTrust Barometer. TRU_NAT. 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), countries shown to half of the sample. General population, 26-market global total (excludes China and Colombia), 9-market global total, and China. 15 Trust in companies headquartered in China, among Chinese respondents vs. respondents outside China, from 2014 to 2018 Trust in Brand China Rising at Home, Flat Globally 74 73 76 83 90 32 31 31 32 33 34 34 33 36 34 2014 2015 2016 2017 2018 40 pt. trust gap 56 pt. trust gap 26-market global average trust in Brand China China trust in Brand China 9-market global average trust in Brand China
  • 16.
    36 7 16 18 2022 24 25 25 25 25 26 27 29 30 32 33 34 39 41 42 44 46 48 53 53 61 64 90 Global28 Japan S.Korea Ireland Germany Poland Sweden Australia Canada France U.K. U.S. HongKong,China Italy Spain S.Africa TheNetherlands Singapore Turkey Russia India Argentina Malaysia Brazil Colombia Mexico UAE Indonesia China Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries shown to half of the sample. General Population, 28-market global totals. 16 Trust in companies headquartered in China, and change from 2017 to 2018 Brand China Broadly Distrusted Outside of China TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 +1 -5 -1 +2 0 +4 +2 +5 +5 -2 -3 +2 -2 -1 -3 +2 +3 +4 -6 -3 -1 +3 -8 -3 0 +15 +3 +7 Distrusted in 22 of 28 of markets
  • 17.
    Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q5. We would like you to think about the CEOs of Chinese companies. Please indicate how much you trust the following CEOs to do what is right. Use the following 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, 9-market global total. 17 Percent who trust CEOs of Chinese companies in general to do what is right CEOs of Chinese Companies Not Trusted Outside China TrustNeutralDistrust 81 34 11 19 22 23 33 42 45 52 54 China Global9 Japan Germany U.S. U.K. S.Africa Brazil Russia India Indonesia
  • 18.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. Average of “Have ethical business practices” and “Have transparent and open business practices”. Callout: Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. 18 Percent who say companies headquartered in China performing well on this attribute Concerns About Business Practices OPERATIONS | CUSTOMERS | SOCIETY 37% Say Chinese companies have ethical, transparent and open business practices More than 1 in 2 believe many Chinese companies unfairly use innovations, copyrighted ideas and technology that belong to others for their own profit 79 17 17 26 26 34 45 47 58 62 China Germany Japan U.K. U.S. S.Africa Brazil Russia India Indonesia
  • 19.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 19 Percent who say companies headquartered in China performing well on this attribute Concerns About Environmental Impact OPERATIONS | CUSTOMERS | SOCIETY 34% Say Chinese companies protect and improve the environment 76 16 19 25 25 31 38 40 57 58 China Japan Germany U.K. U.S. S.Africa Brazil Russia Indonesia India
  • 20.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9- market global total. 20 Percent who agree Unsure if Chinese Companies Making World a Better Place OPERATIONS | CUSTOMERS | SOCIETY 37% Say Chinese companies are making the world a better place 85 17 27 29 32 35 43 45 51 51 China Japan U.S. Germany U.K. S.Africa Brazil Russia India Indonesia
  • 21.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 21 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Job Creators OPERATIONS | CUSTOMERS | SOCIETY 53% Say Chinese companies create many new jobs 86 38 39 40 48 50 62 65 67 69 China Japan U.S. Germany U.K. S.Africa Brazil Russia India Indonesia
  • 22.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 22 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Offering Good Value OPERATIONS | CUSTOMERS | SOCIETY 50% Say Chinese companies offer good value for the money 82 28 40 45 45 51 53 57 65 68 China Japan U.S. Germany S.Africa U.K. Brazil Russia India Indonesia
  • 23.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 23 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Understand Customer Needs OPERATIONS | CUSTOMERS | SOCIETY 53% Say Chinese companies understand what people in our country want 84 28 43 44 49 53 56 63 71 72 China Japan U.S. Germany U.K. Brazil S.Africa Russia India Indonesia
  • 24.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total. 24 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Innovators OPERATIONS | CUSTOMERS | SOCIETY 54% Say Chinese companies are innovators of new products, services or ideas 85 27 42 44 52 60 61 65 67 73 China Japan U.S. Germany U.K. Brazil S.Africa Russia Indonesia India
  • 25.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9- market global total. 25 Percent who agree Chinese Companies Make Advanced Technology Affordable OPERATIONS | CUSTOMERS | SOCIETY 59% Say Chinese companies do a good job making advanced technology affordable for the average person 78 27 51 54 60 62 67 68 69 71 China Japan U.S. Germany U.K. Brazil Russia S.Africa Indonesia India
  • 26.
    26 Percent who agreeor disagree China’s One Belt and One Road economic development initiative will have a positive impact on the world ‘One Belt and One Road’ Initiative Seen as Positive—But Awareness Still Low 4 78 94 90 89 87 85 77 67 59 48 China 9-market total Germany S.Africa U.K. U.S. Brazil Russia Indonesia Japan India Percent who have not heard of the initiative 16% Neutral 55% Positive impact 28% Not a positive impact Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q7. Have you heard about China’s One Belt and One Road economic development initiative? (Sum of “No” and “Not sure”). Q8. Please rate how much you agree or disagree with the following statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of those who are aware of the initiative. General population, 9-market global total.
  • 27.
  • 28.
    Source: 2018 EdelmanTrust Barometer. TRU_NAT. 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), countries shown to half of the sample. General population, 26-market global total (excludes Colombia and U.S.) and U.S. 28 Trust in companies headquartered in the U.S., among respondents in U.S. vs. outside U.S., and trust in companies headquartered in 15 other countries, from 2014 to 2018 Trust in Brand U.S. Declines at Home and Abroad 69 65 67 74 66 60 56 56 54 48 53 48 50 51 51 2014 2015 2016 2017 2018 26-market global average trust in Brand U.S. U.S. trust in Brand U.S. 26-market global average trust in 15 other countries U.S. trust advantage vanishes
  • 29.
    50 15 24 29 29 36 39 40 4344 44 44 47 48 48 48 49 50 54 57 59 59 66 66 67 67 67 73 78 Global28 Russia Germany Ireland Turkey Sweden U.K. France Canada Australia HongKong TheNetherlands Spain Argentina Italy Japan Malaysia S.Africa Poland S.Korea Mexico Singapore China U.S. Brazil Colombia UAE Indonesia India l llllllllllllllllllllllllllll-5 -2 -8 -6 -4 -7 -7 -4 -7 -6 -10 -9 -12 -6 -11 -3 -7 -5 -1 -3 -15 -6 +8 -8 -6 -6 +6 -5 -6 Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries asked of half of the sample. General population, 28-market global total. 29 Trust in companies headquartered in the United States, and change from 2017 to 2018 Brand U.S. Broadly Distrusted TrustNeutralDistrust Y-to-Y Change− +0 Distrusted in 16 markets Largest decline in Mexico Largest increase in China
  • 30.
    30 Percent of Chineserespondents who say companies headquartered in the U.S. are performing well on each attribute High Opinion of Brand U.S. in China 78 80 80 81 82 83 Good citizenship Purpose and social responsibility Leadership Business practices Customer engagement Product attributes Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. #1Highest-rated attribute Offer high-quality products or services (85%)
  • 31.
    Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. 31 Attributes on which Chinese respondents rate U.S. companies higher than Chinese companies, and attributes on which they rate Chinese companies higher than U.S. companies Chinese Perceptions of Brand China vs. Brand U.S. U.S. companies rated higher on: Chinese companies rated higher on: Work to protect and improve the environment Invite the public to contribute to and help shape their products, services or policies Have a public image or heritage that I can appreciate and relate to Actively encourage and facilitate conversations and interactions with the public Respect our country, its traditions, and its people Understand what kinds of products and services people in our country want Create many new jobs Train their employees so they have the skills they need to be part of the workforce of the future
  • 32.
    32 Percent who saycompanies headquartered in the U.S. are performing well on each attribute Chinese Perceptions of Brand U.S. in Detail 80 80 79 81 81 81 83 80 82 84 85 Highly-regarded and widely admired top leadership CEOs are leaders in the community beyond their business Transparent and open business practices Treat employees well Pay their workers fairly Have ethical business practices Train employees to be part of the workforce of the future Understand what people in our country want Offer good value for the money Innovators of new products, services or ideas Offer high quality products or services Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. Leadership Business practices Product attributes
  • 33.
    33 Percent who saycompanies headquartered in the U.S. are performing well on each attribute Chinese Perceptions of Brand U.S. 80 80 74 78 78 83 82 82 82 82 Protect and improve the environment Create programs to benefit communities where they operate The profits they make in this country stay in this country Respect our country its traditions and its people Pay their fair share of taxes Create many new jobs Listen to customer needs and feedback Invite the public to help shape products, services or policies Have a public image or heritage I appreciate and relate to Encourage and facilitate interactions with the public Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are performing in general on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing well). General population, China. Good citizenship Purpose and social responsibility Customer engagement
  • 34.
    Opportunities for Building aTrusted Brand China
  • 35.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. 36 Percent who agree Tell Your Story 58% Say it is difficult for people to get to know Chinese companies because they do not regularly tell us about themselves Nearly 6 in 10 agree “Most of what I know about Chinese companies is based on what I see in the media rather than on personal experience.” 54 44 53 57 57 58 59 63 64 65 China Japan Brazil Indonesia Russia U.S. S.Africa Germany India U.K.
  • 36.
    50% Source: 2018 EdelmanTrust Barometer Special Report: Trust in Brand China. Q6. Thinking back over the past 12 months, have any of the following happened? Please indicate your answer using the five-point scale below (Code 5, I have definitely done this). General population, 9-market global total. Callout: Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. . 37 Percent who have definitely done the following over the past 12 months Promote Your Brand 41% Over the past 12 months, I have used a product or service from a Chinese company 75 18 27 33 33 44 46 49 55 61 China Japan U.K. Germany U.S. Brazil India Indonesia S.Africa Russia 43% agree that “There is at least one Chinese brand that I consider to be the best in the world”
  • 37.
    50% Source: 2018 EdelmanTrust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total. 38 Percent who agree Share Your Values 29% Say the values and views of most Chinese companies match my own 74 12 19 23 24 24 31 33 45 48 China Japan Germany U.K. S.Africa U.S. Brazil Russia India Indonesia
  • 38.
    The Future ofBrand China Requires Both Action and Communication 39 Build on Strengths Address Opportunities Tell Your Story Job creation Good value Customer satisfaction Innovation Affordable technology Employee relations Transparency and ethics Environmental impact Global citizenship Benefits of China’s growth for rest of world One Belt and One Road Values and views
  • 39.
  • 40.
    41 Panel Discussion Host: • Jesse Lin,Chief Executive Officer, Edelman Asia Pacific, Middle East & Africa Panelists: • Hong Fan, Director of National Image Research Center, Professor of School of Journalism and Communication • Richard Edelman, President and CEO of Edelman • David S. Aikman, Chief Representative Officer, China, WEF • Xinhao He, Founder, ROI Festival
  • 41.