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2018 Edelman Trust Barometer - India

This document provides methodology details and results from the 2018 Edelman Trust Barometer survey conducted in 28 markets. Some key findings: - The global Trust Index remains in the "distrust" range at 48, unchanged from 2017. 20 of 28 markets are now categorized as distrusting. - Trust declined significantly in the US, falling 9 points in the general population and a record 23 points among the informed public. - Trust in government increased in China and several other markets but declined in most others, including India. - Media remains the least trusted institution globally, distrusted in 22 of 28 markets. - Concerns about fake news being used as a weapon are widespread, with 7 in 10 Indians worrying

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#TrustBarometer 2018 Edelman Trust Barometer India
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-market 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).
Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018
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-market 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 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 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-market 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 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 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
58 58 47 4749 48 33 42 73 74 63 64 51 54 33 42 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, U.S. The Trust Index is an average of a location's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 6 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45 TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
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 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-market global total. 7 Trust in Government on the Rise 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
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 Spain Italy Malaysia Mexico Canada Singapore TheNetherlands 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-market global total. 8 Percent trust in media, and change from 2017 to 2018 Media Least Trusted Globally TrustNeutralDistrust 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 Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. 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), question asked of half of the sample. General population, India. 9 Percent who worry about false information or fake news being used as a weapon Fake News is a Global Problem Pope criticizes spread of fake news Fake news disrupts elections in South Africa Germany passes a law that fines social media companies for failing to delete fake news Singapore announces plans to introduce laws designed to fight fake news Canadian Conservative leader’s campaign manager roots out enemies using fake news 55-60 61-65 66-70 71-75 76-80 France Sweden Netherlands Canada Ireland Japan Germany Italy Singapore S. Africa UAE U.K. Australia Hong Kong Poland Turkey Brazil India Colombia Malaysia S. Korea U.S. China Russia Mexico Argentina Spain Indonesia worry about false information or fake news being used as a weapon 7 in 10 Nearly
% Trust in Platforms 51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55 Global28 Germany Ireland Sweden TheNetherlands Canada Australia France U.K. Italy Singapore U.S. China Argentina S.Africa Spain HongKong Japan Russia S.Korea Poland India Colombia Indonesia UAE Brazil Malaysia Mexico Turkey % Trust in Journalism 59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42   c cccccccccccccccccccccccccccc Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 28-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 10 Gap in trust in journalism vs. platforms Journalism More Trusted Than Platforms in 21 Markets Journalism More Trusted Platforms More Trusted 8 21 20 19 19 18 17 17 17 14 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0 -1 -1 -3 -13 Gap Average trust in search engines and social media platforms Average trust in traditional and online-only media
India: Trust High, Expectations Higher
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, India. 12 Percent trust in each institution, and change from 2017 to 2018, in India Trust Declines in Most Institutions 71 74 75 6668 74 70 61 79 84 83 7375 84 78 70 -4 0 -5 -3 Business MediaNGOs Government -3 0 -5 -5 Informed Public General Population 20182017 Y-to-Y Change− +0
Trust Still High, Expectations Higher 13 Percent trust in the institution of Government, Five-year trend 2014-2018 Government 50% Neutral Trusted Distrusted 2014 2015 2016 2017 51 68 65 75 2018 70 Expectations remain high in Modi’s penultimate year; pre- General Election perceptions taking a toll? 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, India total.
14 Government Most Fragile in India 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, 28-country global total and India. Business 42% Government 30% Government Government✓ But Trust in Government’s Role as Leader Maintained Which institution is most likely to lead to a better future? Global Global 23% % 30% % Government✓ % % 11% 44%
Trust in NGOs Dips Source: 2018 Edelman Trust Barometer. TRU_INS. [NGOS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, India total. 15 Percent trust in the institution of NGOs, Five-year trend 2014-2018 2014 2015 2016 2017 64 65 64 71 NGOs 50% Neutral Trusted Distrusted 2018 68
16 Footer Media
17 Trust in Media Sees Five-Year Low Percent trust in the institution of Media, Five-year trend 2013-2018 2014 2015 2016 2017 64 70 63 66 Media 2018 61 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, India total. 50% Neutral Trusted Distrusted
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. 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), question asked of half of the sample. General population, India. 18 Percent who agree that … Uncertainty Over Real vs. Fake News 73% The average person does not know how to tell good journalism from rumor or falsehoods 67% It is becoming harder to tell if a piece of news was produced by a respected media organization MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. 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), question asked of half of the sample. General population, India. 19 Percent who agree that news organizations are overly focused on … Skeptical About News Organizations 77% are more concerned with attracting a big audience than reporting Attracting Large Audiences 72% support an ideology vs. informing the public Politics 74% sacrifice accuracy to be the first to break a story Breaking News MEDIA | JOURNALISM | PLATFORMS
20 Consumption How frequently do you consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed? A Tale of Two Consumers 35% The Disengaged Consume news less than weekly 19% Consumers Consume news about weekly or more 46% Amplifiers Consume news about weekly or more AND share or post content several times a month or moreAmplification How often do you share or forward news items, or post opinions or other content? MEDIA | JOURNALISM | PLATFORMS Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, India. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 25%
Business
Trust in Business Remains High 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, India. 22 Percent trust in the institution of Business, Six-year trend 2013-2018 2013 2014 2015 2016 2017 68 63 68 69 74 Business 2018 74 50% Neutral Trusted Distrusted
Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General Population, India. 23 Percent who trust each sector, and change from 2017 to 2018, in India Trust Declines in 13 of 15 Sectors 75 76 80 80 81 82 82 83 83 85 85 85 85 86 89 Foodandbeverage Consumerpackaged goods Financialservices Healthcare Fashion Entertainment Retail Automotive Telecommunications Education Energy Manufacturing Professionalservices Transportation Technology l l l l l l l l l l l l l l l-10 -6 -3 -5 0 -2 -3 -5 -3 -3 -2 -2 0 -2 -3 TrustNeutralDistrust Y-to-Y Change− +0 Industry 5 yr. Trend Technology -2 Energy +4 Telecommunications -2 Food and beverage -4 Automotive -4 Consumer packaged goods -2 Entertainment -4 Financial services +10
APAC Trust In India Inc 32 32 34 36 43 50 50 50 56 57 60 61 62 63 65 66 68 India Mexico Brazil China S.Korea U.S. Italy Spain France U.K. Japan TheNetherlands Germany Australia Sweden Switzerland Canada 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), markets shown to half of the sample. General Population, 28-market global total. 24 Trust in companies headquartered in each country, and change from 2017 to 2018 India in Global Context TrustNeutralDistrust l l l l l l l l l l l l l l l l l Significant declines for brand U.S. − Y-to-Y Change+0 -1 +1 +2 +1 -1 -5 +2 +1 +1 -4 -1 0 -2 -1 -3 -1 0 38TRUST INDEX
Implications for Business
Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, India. 26 Percent who agree that … Making a Profit, or Making a Difference? 69% Companies that only think about themselves and their profits are bound to fail 65% CEOs are driven more by greed than a desire to make a positive difference in the world
CEOs Expected to Champion Change Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, India. 27 Percent who agree and percent who say each is one of the most important expectations they have for a CEO, in India Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 67 70 71 73 For CEOs, building trust is job one 79% Their products and services are high quality Their company is trusted Business decisions reflect company values Set high ethical standards
77 76 76 75 74 70 69 68 64 61 59 Technicalexpert Academic expert Successful entrepreneur CEO Financial industryanalyst Apersonlike yourself Employee Boardof directors NGO representative Government official/regulator Journalist Source: 2018 Edelman Trust Barometer. CRE_PPL. 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), question asked of half of the sample. General population, India. 28 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018, in India CEOs Regain Credibility 0 -2 -4 +5 -2 -3 0 +2 +4 +3 +6 − Y-to-Y Change+0
29 Most Important Media Channels What did you assume was meant by the phrase “media in general”? Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase “media in general”? General population, India. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMS PUBLISHERS 31%60% SearchSocial 40% News Apps 29% Influencers 89% Journalists 50% Brands
30 A Model for Earning Trust Stakeholders CEOs must be the vocal champions of the brand beyond performance and product Every brand is a media company across: traditional, social and search Define your purpose in society and put it at the core of your business Build operations and policies that make your purpose a reality with NGOs Customers Do Say
Thank You
2018 Edelman Trust Barometer Technical Appendix
33 Methodology Sample Size, Quotas and Margin of Error General Population Informed Public Sample Size* Quotas Set On** Margin of Error Sample Size* Quotas Set On*** Margin of Error Global 32,200 Age, Gender, Region +/- 0.6% total sample +/- 0.8% half sample 6,200 Age, Education, Gender, Income +/- 1.2% total sample +/- 1.8% split sample China and U.S. 1,150 Age, Gender, Region +/- 2.9% total sample +/- 4.1% half sample 500 Age, Education, Gender, Income +/- 4.4% total sample +/- 6.2% split sample All other markets 1,150 Age, Gender, Region +/- 2.9% total sample +/- 4.1% half sample 200 Age, Education, Gender, Income +/- 6.9% total sample +/- 9.8% split sample Some questions were asked of only half of the sample. Please refer to the footnotes on each slide for details. In the U.S., U.K. and UAE, there were additional quotas on ethnicity. In the UAE, there were additional quotas on ethnicity. 2018 Edelman Trust Barometer * ** ***
34 The Edelman Trust Barometer is an online survey. In developed markets, a nationally- representative online sample closely mirrors the general population. In markets with lower levels of internet penetration, a nationally- representative online sample will be more affluent, educated and urban than the general population. Methodology Languages and Internet Penetration by Market Languages Internet Penetration* Global - 50% Argentina Localized Spanish 79% Australia English 88% Brazil Portuguese 66% Canada English & French Canadian 90% China Simplified Chinese 53% Colombia Localized Spanish 58% France French 87% Germany German 90% Hong Kong English & Traditional Chinese 87% *Data source: http://www.internet worldstats.com/stats.htm (June 30, 2017 Update) Languages Internet Penetration* India Hindi & English 34% Indonesia Indonesian 50% Ireland English 94% Italy Italian 87% Japan Japanese 94% Malaysia Malay 79% Mexico Localized Spanish 65% Netherlands Dutch & English 95% Poland Polish 73% Russia Russian 76% Languages Internet Penetration* Singapore English & Simplified Chinese 81% South Africa English & Afrikaans 54% South Korea Korean 93% Spain Spanish 87% Sweden Swedish & English 93% Turkey Turkish 70% UAE Arabic & English 91% U.K. English 95% U.S. English 88% 2018 Edelman Trust Barometer
35 Percent trust in companies by industry sector and by their country of origin, and change from 2017 to 2018, in India Context for Business Leadership Driven by Nationalism, Innovative Industries Least Trusted Food and beverage 75% CPG 76% Financial services/Health care 80% Most Trusted India 86% Japan 83% Canada 80% Most Trusted Technology 89% Transportation 86% Education/Energy/Manufacturing/ Professional services 85% Least Trusted China 42% Brazil 61% Mexico 61% Sectors Countries of Origin Biggest Y-to-Y Changes Biggest Y-to-Y Changes Y-to-Y Change− +0 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of the sample. 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, India. Food and beverage -10 CPG -6 Automotive/Health care -5 U.K. -9 France -6 Sweden/U.S -6
Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. General population, India. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 36 Top three trust-building mandates for media, and percent who say the media is performing well or very well against them, in India Media Meeting Expectations in India Trust-Building Mandate Performance Score Educate on issues 61 Protect our country’s values 53 Create a sense of community 53 % % % MEDIA | JOURNALISM | PLATFORMS
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, India. 37 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities, in India 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 55% 60% 45% MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, India. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 38 Percent trust in each source for general news and information, 2012 to 2018, in India Trust in Journalism and Platforms Declines Platforms -5 Journalism -4 Average trust in search engines and social media platforms Average trust in traditional and online-only media 66 72 75 74 73 78 74 69 77 76 81 75 78 73 2012 2013 2014 2015 2016 2017 2018 MEDIA | JOURNALISM | PLATFORMS
42 61 61 67 68 69 71 71 74 75 78 78 78 79 80 83 86 China Brazil Mexico SouthKorea Italy Sweden Spain TheNetherlands France U.K. Germany Switzerland U.S. Australia Canada Japan India 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, India. 40 Trust in companies headquartered in each country, and change from 2017 to 2018, in India Nationalism Bolsters Trust in India Inc l l l l l l l l l l l l l l l l l-3 0 +3 0 -1 -6 +2 0 -6 -9 -5 -3 -6 -2 -1 -2 +2 Largest decline for Brand U.K. TrustNeutralDistrust Y-to-Y Change− +0 Firm trust in Homegrown Industry
Message Data and statistical analysis The personal experiences of people you know Sources Individual people Institutions and organizations Format A long, detailed argument with lots of supporting data A short communication that makes a simple point Words Video Every Company is a Media Company Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given- the one that is most likely to be true most often. General population; 28-country global total, APAC total and APACMEA markets. 41 Percent who believe will give the truth Australia Indonesia Japan South Korea Hong KongChina India UAE South Africa Malaysia Singapore Global APAC APACMEA
42 Top trust-building mandates for each institution, in India Each Institution Must Play its Role NGOs Provide social services Educate on issues Shape public opinion Business Drive economic prosperity Ensure competitive workforce Safeguard privacy Government Drive economic prosperity Ensure equal opportunity Support the poor Media Educate on issues Protect our country’s values Create a sense of community Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, India. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix.
43 Conclusions For Businesses High levels of trust in business mean high expectations for economic growth and social impact Clear role for the CEO to lead change Increasing confusion about what information can be trusted Companies must build social impact into their business models Redefine what you think of as media and use it to own a clearer story Use voices of authority and take a stance on social issues with credible partners + 1 2 3
27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3 -10 -10 -13 -13 -17 -17 -21 -37 China UAE S.Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina HongKong TheNetherlands Germany France U.K. Canada Singapore Australia Colombia India S.Africa Brazil Italy U.S. 16 markets with Typical Changes in Trust Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 44 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 The Polarization of Trust 6 markets with extreme Trust Gains 6 markets with extreme Trust Losses

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2018 Edelman Trust Barometer - India

  • 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-market 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.
    Trust in Retrospect 3 RisingInfluence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018
  • 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-market 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 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 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-market 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 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 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
  • 6.
    58 58 47 474948 33 42 73 74 63 64 51 54 33 42 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, U.S. The Trust Index is an average of a location's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 6 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45 TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
  • 7.
    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 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-market global total. 7 Trust in Government on the Rise 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
  • 8.
    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 Spain Italy Malaysia Mexico Canada Singapore TheNetherlands 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-market global total. 8 Percent trust in media, and change from 2017 to 2018 Media Least Trusted Globally TrustNeutralDistrust 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 Y-to-Y Change− +0
  • 9.
    Source: 2018 EdelmanTrust Barometer. ATT_MED_AGR. 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), question asked of half of the sample. General population, India. 9 Percent who worry about false information or fake news being used as a weapon Fake News is a Global Problem Pope criticizes spread of fake news Fake news disrupts elections in South Africa Germany passes a law that fines social media companies for failing to delete fake news Singapore announces plans to introduce laws designed to fight fake news Canadian Conservative leader’s campaign manager roots out enemies using fake news 55-60 61-65 66-70 71-75 76-80 France Sweden Netherlands Canada Ireland Japan Germany Italy Singapore S. Africa UAE U.K. Australia Hong Kong Poland Turkey Brazil India Colombia Malaysia S. Korea U.S. China Russia Mexico Argentina Spain Indonesia worry about false information or fake news being used as a weapon 7 in 10 Nearly
  • 10.
    % Trust in Platforms51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55 Global28 Germany Ireland Sweden TheNetherlands Canada Australia France U.K. Italy Singapore U.S. China Argentina S.Africa Spain HongKong Japan Russia S.Korea Poland India Colombia Indonesia UAE Brazil Malaysia Mexico Turkey % Trust in Journalism 59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42   c cccccccccccccccccccccccccccc Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 28-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 10 Gap in trust in journalism vs. platforms Journalism More Trusted Than Platforms in 21 Markets Journalism More Trusted Platforms More Trusted 8 21 20 19 19 18 17 17 17 14 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0 -1 -1 -3 -13 Gap Average trust in search engines and social media platforms Average trust in traditional and online-only media
  • 11.
  • 12.
    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, India. 12 Percent trust in each institution, and change from 2017 to 2018, in India Trust Declines in Most Institutions 71 74 75 6668 74 70 61 79 84 83 7375 84 78 70 -4 0 -5 -3 Business MediaNGOs Government -3 0 -5 -5 Informed Public General Population 20182017 Y-to-Y Change− +0
  • 13.
    Trust Still High,Expectations Higher 13 Percent trust in the institution of Government, Five-year trend 2014-2018 Government 50% Neutral Trusted Distrusted 2014 2015 2016 2017 51 68 65 75 2018 70 Expectations remain high in Modi’s penultimate year; pre- General Election perceptions taking a toll? 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, India total.
  • 14.
    14 Government Most Fragilein India 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, 28-country global total and India. Business 42% Government 30% Government Government✓ But Trust in Government’s Role as Leader Maintained Which institution is most likely to lead to a better future? Global Global 23% % 30% % Government✓ % % 11% 44%
  • 15.
    Trust in NGOsDips Source: 2018 Edelman Trust Barometer. TRU_INS. [NGOS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, India total. 15 Percent trust in the institution of NGOs, Five-year trend 2014-2018 2014 2015 2016 2017 64 65 64 71 NGOs 50% Neutral Trusted Distrusted 2018 68
  • 16.
  • 17.
    17 Trust in MediaSees Five-Year Low Percent trust in the institution of Media, Five-year trend 2013-2018 2014 2015 2016 2017 64 70 63 66 Media 2018 61 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, India total. 50% Neutral Trusted Distrusted
  • 18.
    Source: 2018 EdelmanTrust Barometer. ATT_MED_AGR. 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), question asked of half of the sample. General population, India. 18 Percent who agree that … Uncertainty Over Real vs. Fake News 73% The average person does not know how to tell good journalism from rumor or falsehoods 67% It is becoming harder to tell if a piece of news was produced by a respected media organization MEDIA | JOURNALISM | PLATFORMS
  • 19.
    Source: 2018 EdelmanTrust Barometer. ATT_MED_AGR. 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), question asked of half of the sample. General population, India. 19 Percent who agree that news organizations are overly focused on … Skeptical About News Organizations 77% are more concerned with attracting a big audience than reporting Attracting Large Audiences 72% support an ideology vs. informing the public Politics 74% sacrifice accuracy to be the first to break a story Breaking News MEDIA | JOURNALISM | PLATFORMS
  • 20.
    20 Consumption How frequently doyou consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed? A Tale of Two Consumers 35% The Disengaged Consume news less than weekly 19% Consumers Consume news about weekly or more 46% Amplifiers Consume news about weekly or more AND share or post content several times a month or moreAmplification How often do you share or forward news items, or post opinions or other content? MEDIA | JOURNALISM | PLATFORMS Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, India. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 25%
  • 21.
  • 22.
    Trust in BusinessRemains High 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, India. 22 Percent trust in the institution of Business, Six-year trend 2013-2018 2013 2014 2015 2016 2017 68 63 68 69 74 Business 2018 74 50% Neutral Trusted Distrusted
  • 23.
    Source: 2018 EdelmanTrust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General Population, India. 23 Percent who trust each sector, and change from 2017 to 2018, in India Trust Declines in 13 of 15 Sectors 75 76 80 80 81 82 82 83 83 85 85 85 85 86 89 Foodandbeverage Consumerpackaged goods Financialservices Healthcare Fashion Entertainment Retail Automotive Telecommunications Education Energy Manufacturing Professionalservices Transportation Technology l l l l l l l l l l l l l l l-10 -6 -3 -5 0 -2 -3 -5 -3 -3 -2 -2 0 -2 -3 TrustNeutralDistrust Y-to-Y Change− +0 Industry 5 yr. Trend Technology -2 Energy +4 Telecommunications -2 Food and beverage -4 Automotive -4 Consumer packaged goods -2 Entertainment -4 Financial services +10
  • 24.
    APAC Trust In IndiaInc 32 32 34 36 43 50 50 50 56 57 60 61 62 63 65 66 68 India Mexico Brazil China S.Korea U.S. Italy Spain France U.K. Japan TheNetherlands Germany Australia Sweden Switzerland Canada 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), markets shown to half of the sample. General Population, 28-market global total. 24 Trust in companies headquartered in each country, and change from 2017 to 2018 India in Global Context TrustNeutralDistrust l l l l l l l l l l l l l l l l l Significant declines for brand U.S. − Y-to-Y Change+0 -1 +1 +2 +1 -1 -5 +2 +1 +1 -4 -1 0 -2 -1 -3 -1 0 38TRUST INDEX
  • 25.
  • 26.
    Source: 2018 EdelmanTrust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, India. 26 Percent who agree that … Making a Profit, or Making a Difference? 69% Companies that only think about themselves and their profits are bound to fail 65% CEOs are driven more by greed than a desire to make a positive difference in the world
  • 27.
    CEOs Expected toChampion Change Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, India. 27 Percent who agree and percent who say each is one of the most important expectations they have for a CEO, in India Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 67 70 71 73 For CEOs, building trust is job one 79% Their products and services are high quality Their company is trusted Business decisions reflect company values Set high ethical standards
  • 28.
    77 76 7675 74 70 69 68 64 61 59 Technicalexpert Academic expert Successful entrepreneur CEO Financial industryanalyst Apersonlike yourself Employee Boardof directors NGO representative Government official/regulator Journalist Source: 2018 Edelman Trust Barometer. CRE_PPL. 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), question asked of half of the sample. General population, India. 28 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018, in India CEOs Regain Credibility 0 -2 -4 +5 -2 -3 0 +2 +4 +3 +6 − Y-to-Y Change+0
  • 29.
    29 Most Important Media Channels Whatdid you assume was meant by the phrase “media in general”? Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase “media in general”? General population, India. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMS PUBLISHERS 31%60% SearchSocial 40% News Apps 29% Influencers 89% Journalists 50% Brands
  • 30.
    30 A Model forEarning Trust Stakeholders CEOs must be the vocal champions of the brand beyond performance and product Every brand is a media company across: traditional, social and search Define your purpose in society and put it at the core of your business Build operations and policies that make your purpose a reality with NGOs Customers Do Say
  • 31.
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  • 33.
    33 Methodology Sample Size, Quotasand Margin of Error General Population Informed Public Sample Size* Quotas Set On** Margin of Error Sample Size* Quotas Set On*** Margin of Error Global 32,200 Age, Gender, Region +/- 0.6% total sample +/- 0.8% half sample 6,200 Age, Education, Gender, Income +/- 1.2% total sample +/- 1.8% split sample China and U.S. 1,150 Age, Gender, Region +/- 2.9% total sample +/- 4.1% half sample 500 Age, Education, Gender, Income +/- 4.4% total sample +/- 6.2% split sample All other markets 1,150 Age, Gender, Region +/- 2.9% total sample +/- 4.1% half sample 200 Age, Education, Gender, Income +/- 6.9% total sample +/- 9.8% split sample Some questions were asked of only half of the sample. Please refer to the footnotes on each slide for details. In the U.S., U.K. and UAE, there were additional quotas on ethnicity. In the UAE, there were additional quotas on ethnicity. 2018 Edelman Trust Barometer * ** ***
  • 34.
    34 The Edelman TrustBarometer is an online survey. In developed markets, a nationally- representative online sample closely mirrors the general population. In markets with lower levels of internet penetration, a nationally- representative online sample will be more affluent, educated and urban than the general population. Methodology Languages and Internet Penetration by Market Languages Internet Penetration* Global - 50% Argentina Localized Spanish 79% Australia English 88% Brazil Portuguese 66% Canada English & French Canadian 90% China Simplified Chinese 53% Colombia Localized Spanish 58% France French 87% Germany German 90% Hong Kong English & Traditional Chinese 87% *Data source: http://www.internet worldstats.com/stats.htm (June 30, 2017 Update) Languages Internet Penetration* India Hindi & English 34% Indonesia Indonesian 50% Ireland English 94% Italy Italian 87% Japan Japanese 94% Malaysia Malay 79% Mexico Localized Spanish 65% Netherlands Dutch & English 95% Poland Polish 73% Russia Russian 76% Languages Internet Penetration* Singapore English & Simplified Chinese 81% South Africa English & Afrikaans 54% South Korea Korean 93% Spain Spanish 87% Sweden Swedish & English 93% Turkey Turkish 70% UAE Arabic & English 91% U.K. English 95% U.S. English 88% 2018 Edelman Trust Barometer
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    35 Percent trust incompanies by industry sector and by their country of origin, and change from 2017 to 2018, in India Context for Business Leadership Driven by Nationalism, Innovative Industries Least Trusted Food and beverage 75% CPG 76% Financial services/Health care 80% Most Trusted India 86% Japan 83% Canada 80% Most Trusted Technology 89% Transportation 86% Education/Energy/Manufacturing/ Professional services 85% Least Trusted China 42% Brazil 61% Mexico 61% Sectors Countries of Origin Biggest Y-to-Y Changes Biggest Y-to-Y Changes Y-to-Y Change− +0 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of the sample. 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, India. Food and beverage -10 CPG -6 Automotive/Health care -5 U.K. -9 France -6 Sweden/U.S -6
  • 36.
    Source: 2018 EdelmanTrust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. General population, India. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 36 Top three trust-building mandates for media, and percent who say the media is performing well or very well against them, in India Media Meeting Expectations in India Trust-Building Mandate Performance Score Educate on issues 61 Protect our country’s values 53 Create a sense of community 53 % % % MEDIA | JOURNALISM | PLATFORMS
  • 37.
    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, India. 37 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities, in India 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 55% 60% 45% MEDIA | JOURNALISM | PLATFORMS
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    Source: 2018 EdelmanTrust Barometer. COM_MCL. 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), question asked of half of the sample. General population, India. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 38 Percent trust in each source for general news and information, 2012 to 2018, in India Trust in Journalism and Platforms Declines Platforms -5 Journalism -4 Average trust in search engines and social media platforms Average trust in traditional and online-only media 66 72 75 74 73 78 74 69 77 76 81 75 78 73 2012 2013 2014 2015 2016 2017 2018 MEDIA | JOURNALISM | PLATFORMS
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    42 61 61 67 6869 71 71 74 75 78 78 78 79 80 83 86 China Brazil Mexico SouthKorea Italy Sweden Spain TheNetherlands France U.K. Germany Switzerland U.S. Australia Canada Japan India 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, India. 40 Trust in companies headquartered in each country, and change from 2017 to 2018, in India Nationalism Bolsters Trust in India Inc l l l l l l l l l l l l l l l l l-3 0 +3 0 -1 -6 +2 0 -6 -9 -5 -3 -6 -2 -1 -2 +2 Largest decline for Brand U.K. TrustNeutralDistrust Y-to-Y Change− +0 Firm trust in Homegrown Industry
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    Message Data and statistical analysis Thepersonal experiences of people you know Sources Individual people Institutions and organizations Format A long, detailed argument with lots of supporting data A short communication that makes a simple point Words Video Every Company is a Media Company Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given- the one that is most likely to be true most often. General population; 28-country global total, APAC total and APACMEA markets. 41 Percent who believe will give the truth Australia Indonesia Japan South Korea Hong KongChina India UAE South Africa Malaysia Singapore Global APAC APACMEA
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    42 Top trust-building mandatesfor each institution, in India Each Institution Must Play its Role NGOs Provide social services Educate on issues Shape public opinion Business Drive economic prosperity Ensure competitive workforce Safeguard privacy Government Drive economic prosperity Ensure equal opportunity Support the poor Media Educate on issues Protect our country’s values Create a sense of community Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, India. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix.
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    43 Conclusions For Businesses Highlevels of trust in business mean high expectations for economic growth and social impact Clear role for the CEO to lead change Increasing confusion about what information can be trusted Companies must build social impact into their business models Redefine what you think of as media and use it to own a clearer story Use voices of authority and take a stance on social issues with credible partners + 1 2 3
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    27 24 2320 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3 -10 -10 -13 -13 -17 -17 -21 -37 China UAE S.Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina HongKong TheNetherlands Germany France U.K. Canada Singapore Australia Colombia India S.Africa Brazil Italy U.S. 16 markets with Typical Changes in Trust Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 44 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 The Polarization of Trust 6 markets with extreme Trust Gains 6 markets with extreme Trust Losses