SlideShare a Scribd company logo
GERMAN MEDIUM-SIZED
BUSINESSES ARE WORLD
CHAMPION OF TRUST
EDELMAN TRUST BAROMETER 2014
GERMANY RESULTS
Edelman’s

14th

GLOBAL

annual survey

ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents

INFORMED
PUBLICS

• 6 years in 20+ markets

• 500 respondents in U.S. and
China & 200 in other countries

• 9 years in 10+ markets

• Ages 25-64
• College-educated

GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+

• 3 years in 25+ markets

• In top 25% of household
income per age group in each
country
• Report significant media
consumption and engagement
in business news and public
policy
• 14 years of data

2
Edelman trust barometer in retrospect
2014

BUSINESS TO LEAD THE DEBATE FOR CHANGE

2013

CRISIS OF LEADERSHIP

2012

FALL OF GOVERNMENT

2011

RISE OF AUTHORITY FIGURES

2010

TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS

2009

BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST

2008

YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS

2007

BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA

2006

“A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON

2005

TRUST SHIFTS FROM “AUTHORITIES” TO PEERS

2004

U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT

2003

EARNED MEDIA MORE CREDIBLE THAN ADVERTISING

2002

FALL OF THE CELEBRITY CEO

2001

RISING INFLUENCE OF NGOS
3
THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH
STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO

2013

2014

DISTRUSTERS

NEUTRAL

TRUSTERS

GLOBAL

57

GLOBAL

54

China
Singapore
India
Mexico
Hong Kong
UAE
Malaysia
Canada
Indonesia
U.S.
Netherlands
Brazil
Germany
France
Sweden
U.K.
Italy
Australia
Poland
S. Korea
Ireland
Argentina
Spain
Turkey
Japan
Russia

80
76
71
68
67
66
64
62
62
59
59
55
55
54
54
53
51
50
48
47
46
45
42
42
41
36

UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico

79
79
73
72
69
65
60
60
59

Hong Kong

59

Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland

58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35

Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs.
20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).

BIG TRUST
INCREASES FROM
2013
UAE +13 pts.
Indonesia +10 pts.
Australia +8 pts.
Argentina +8 pts.

BIG TRUST
DECREASES FROM
2013

Poland -13 pts.
U.S. -10 pts.
Mexico -9pts.

4
SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED
PUBLIC

2014

2014

DISTRUSTERS

NEUTRAL

TRUSTERS

GLOBAL

56

GLOBAL

47

UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
Hong Kong
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland

79
79
73
72
69
65
60
60
59
59
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35

China
UAE
Singapore
Indonesia
India
Malaysia
Canada
Mexico
Netherlands
Hong Kong
Brazil
Argentina
Australia
Germany
S. Korea
U.K.
S. Africa
U.S.
Italy
Japan
Turkey
Sweden
Spain
Ireland
France
Poland
Russia

67
64
64
62
61
57
54
53
51
50
49
49
44
44
43
42
42
42
41
40
39
38
36
35
33
32
31

Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.

GLOBAL TRUST
DIFFERENCE OF

9 points
MARKETS WITH
LARGEST PERCEPTION
GAPS:







UAE (15 pts.)
Australia (14 pts.)
Germany (13 pts.)
France (13 pts.)
Sweden (13 pts.)

5
TRUST IN BUSINESS AT A HISTORIC HIGH
GERMANY TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL

69%

64%

57%

48%

NGOS

16%

#1

2013

14%

2013

6

8%

2014

61%

MEDIA

19%

54%

#3

12%

2014

#2

2013

2013

BUSINESS

2014

49%

48%

14%

14%

#4

15%

GOVERNMENT

2014

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
TRUST ADVANTAGE FOR FAMILY BUSINESSES
GERMANY TRUST IN DIFFERENT TYPES OF BUSINESSES

Global

EU

Germany

86%
71%

77%

76%
68% 68%

73%
63%

62%

57%

61%
47% 49%

48%

54%
47%

51%

39%

FAMILY-OWNED

7

SMALL- AND MEDIUMSIZED

PUBLICLY-TRADED

PRIVATELY-HELD

BIG BUSINESS

Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 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) Informed Publics.

STATE-OWNED
PRIVATELY-HELD BUSINESSES SEEN AS CARING PERFORMERS
TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY

1
2
3
4
5

PUBLICLY-TRADED BUSINESSES

HAVE TOO MUCH POLITICAL INFLUENCE

RESPONSIVE TO CUSTOMERS’ NEEDS

66%

ARE ENTREPRENEURIAL

77%

ARE ENTREPRENEURIAL

65%

ARE INNOVATIVE

75%

HIGH QUALITY PRODUCTS & SERVICES

48%

HIGH QUALITY PRODUCTS & SERVICES

73%

THINK LONG-TERM

45%

THINK LONG-TERM

8

1
2
3
4
5

PRIVATELY-HELD BUSINESSES

68%

ARE INNOVATIVE

43%

Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF
COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that
statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics.

67%
TRUST GAP BETWEEN PRIVATELY-HELD AND PUBLICLY-TRADED COMPANIES
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY

PUBLICLY-TRADED

+43

34%

RESPONSIVE TO CUSTOMERS' NEEDS

77%

+37

24%

ACT RESPONSIBLY

61%

RESPONSIVE TO EMPLOYEES' NEEDS

+34

21%

RESPONSIVE TO SOCIETY'S NEEDS

21%

55%

ARE PHILANTHROPIC

45%
73%
40%
68%

+25

22%
47%
35%

+20

55%
48%

ARE INNOVATIVE

+19

67%
65%

ARE ENTREPRENEURIAL

75%
38%
41%

DELIVER CONSISTENT FINANCIAL RETURNS
HAVE TOO MUCH POLITICAL INFLUENCE

+25

43%

TOP LEADERSHIP

+28
+27

13%

THINK LONG-TERM
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES

+32

53%

OFFER HIGH QUALITY PRODUCTS OR SERVICES

9

Gap

PRIVATELY-HELD

+10

+3
66%

27%

Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each
statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD
BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate)
General Publics, 27-country global total.

-39
BUSINESS OUTPACES GOVERNMENT IN TRUST
GERMANY TRUST IN THE FOUR INSTITUTIONS SINCE 2008

NGOs
Media

80%

Business
Government

69%

70%

64%
61%

60%

55%
49%

50%

52%
46%

40%

38%
34%

30%

47%
36%

57%

51%

43%
40%
39%

34%

48%
42%

37%
33%

48%

54%
49%

48%

34%
33%

26%

20%

2008

10

2009

2010

2011

2012

2013

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics.

2014
CALL FOR MORE GOVERNMENT REGULATION
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - GERMANY

Not Enough

Too Much

66%
58%
48%

43%
33%
15%

Government Regulation of
Business

Government Regulation of
Financial Services Industry

19%

14%

Government Regulation of Government Regulation of
the Energy Industry
the Food & Beverage Industry

Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount?
(Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it
too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think
11 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of
the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.
GOVERNMENTS NEED TO PROTECT CONSUMERS
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - GERMANY

57%

36%

21%

19%

15%

6%

2%

PROTECT CONSUMERS REGULATE BUSINESS
BUILD
WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY
FROM IRRESPONSIBLE ACTIVITIES TO ENSURE INFRASTRUCTURE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT
BUSINESS PRACTICES COMPANIES ARE THAT PROMOTES AND
AND OPEN
BUSINESS
EXPERIENCES
BEHAVING
FACILITATES
COMPETITION WITHIN
FINANCIAL CRISIS
RESPONSIBLY
BUSINESS
INDUSTRIES
OPPORTUNITIES

12

Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.

1%
DON'T KNOW
BUSINESS SHOULD PLAY AN ACTIVE ROLE IN REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - GERMANY

When policymakers are developing new regulations on
businesses and industries, they should consult with multiple
stakeholders (i.e. NGOs, academics, the affected
businesses/industries, etc.) before making final decisions

78%

The energy industry should be a more active participant in
the broader debate over GERMANY energy policy

58%

The food and beverage industry should be a more active
participant in the broader debate in GERMANY over solutions
to food and nutrition policy issues

56%

The financial services industry should be a more active
participant in the broader debate over the future of the
GERMANY banking system

47%

13
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
GERMAN HEADQUARTERED COMPANIES LEADING IN TRUST
GERMANY TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES

MOST

83%

81%

TRUSTED

80%
71%

71%
57%

54%

54%

42%

39%

35%

33%
28%

15

27%

Q26-Q42. [TRACKING] 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 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) Informed Publics.

23%

20%

18%
TECHNOLOGY LEADS, FINANCIAL SERVICES SINK TO LEAST TRUSTED
INDUSTRY
TRUST IN INDUSTRIES, 2013 VS. 2014 - GERMANY

2014

2013
71%

TECHNOLOGY
CONSUMER ELECTRONICS
MANUFACTURING

68%
62%

AUTOMOTIVE

55%

FOOD AND BEVERAGE

63%

ENTERTAINMENT

52%

BREWING AND SPIRITS

72%

TECHNOLOGY

66%

-2

AUTOMOTIVE

65%

+3

FOOD AND BEVERAGE

58%

+3

ENTERTAINMENT

57%

-6

BREWING AND SPIRITS

57%

+5

53%

-3

MEDIA

51%

-4

CONSUMER PACKAGED GOODS

51%

+1

CONSUMER HEALTH COMPANIES

51%

+5

CHEMICALS

48%

-1

56%

TELECOMMUNICATIONS

MEDIA

55%
50%
46%

CONSUMER HEALTH COMPANIES

49%

CHEMICALS

42%

PHARMACEUTICALS
ENERGY
BANKS
FINANCIAL SERVICES
16

38%
26%
29%

+1

CONSUMER ELECTRONICS
MANUFACTURING

TELECOMMUNICATIONS

CONSUMER PACKAGED GOODS

2013 vs.
2014

PHARMACEUTICALS
ENERGY

42%
39%

0
+1

BANKS

33%

+7

FINANCIAL SERVICES

32%

+3

Q43-60. [TRACKING] 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) Informed Publics.
TRUST IN INDUSTRY VERSUS ITS SECTORS
GERMANY TRUST IN INDUSTRY SECTORS

FINANCIAL SERVICES
INDUSTRY
Credit cards /
Payments

Banks

Insurance

47%

29%

26%

FOOD & BEVERAGE
INDUSTRY

Food service

66%

Food and
beverage retailers

Renewables

65%

59%

Utilities

45%

Mining

44%

61%

59%

45%

Natural Gas

Food and
beverage
manufacturers

Financial services
industry overall

23%

Food Industry
overall

Financial advisory /
Asset management

22%

Fast food
restaurants

17

ENERGY
INDUSTRY

39%

Energy industry
overall
Oil

Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following
sectors 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”.
Q43-60. [TRACKING] 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.

36%

33%
SHRINKING GAP BETWEEN EXPECTATION AND PERFORMANCE
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – GERMANY
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
PURPOSE
OPERATIONS

TREATS EMPLOYEES WELL

IMPORTANCE
PERFORMANCE

37%

INNOVATOR
TOP GLOBAL COMPANY
PARTNERS WITH NGOS
CONSISTENT FINANCIAL RETURNS
ADMIRED TOP LEADERSHIP

34%
33%

-12

49%

37%

IS ETHICAL

-13

49%

37%

ACTS RESPONSIBLY IN CRISIS

-15

53%

40%

PROTECTS ENVIRONMENT

-14

54%

39%

CUSTOMERS BEFORE PROFITS

-14

54%

40%

COMMUNICATES OFTEN

-12

57%

43%

TRANSPARENT & OPEN

-17

57%

45%

LISTENS TO CUSTOMERS

ADDRESSES SOCIETY'S NEEDS

63%

46%

HIGH QUALITY PRODUCTS

POSITIVELY IMPACTS COMMUNITY

Gap

-12

45%
44%
43%

40%
38%
33%
30%
33%
27%
32%
28%
29%
25%

Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all
important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Publics, 2718 country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one
means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics.

-8
-10
-10
-2
-3
-6
-4
-4
CEOS AT HIGHEST TRUST LEVEL SINCE 2008
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - GERMANY

2013
TRUST IN
CEOs
2008: 22%
2009: 18%
2010: 22%
2011: 24%
2012: 21%.

2014
66%

A PERSON LIKE YOURSELF

2013 vs.
2014

A PERSON LIKE YOURSELF

72%

+6

70%

+17

TECHNICAL EXPERT IN THE
COMPANY

53%

TECHNICAL EXPERT IN THE
COMPANY

NGO REPRESENTATIVE

54%

NGO REPRESENTATIVE

60%

ACADEMIC OR EXPERT

61%

ACADEMIC OR EXPERT

63%

REGULAR EMPLOYEE

43%

*SUCCESSFUL ENTREPRENEUR

45%

55%

REGULAR EMPLOYEE
*ENTREPRENEUR

FINANCIAL OR INDUSTRY ANALYST

42%

+9
-1
+12

-3

FINANCIAL OR INDUSTRY
ANALYST

31%

37%

+6

CEO

28%

CEO

37%

+9

BOARD OF DIRECTORS

27%

BOARD OF DIRECTORS

35%

+8

GOVERNMENT OFFICIAL OR
REGULATOR

27%

GOVERNMENT OFFICIAL OR
REGULATOR

34%

+7

BLOGGER

20%

BLOGGER

28%

*Changed from “Successful Entrepreneur” in 2013

19

Q130-143. [TRACKING] 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) Informed Publics.

+8
WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - GERMANY

83%

83%

83%

82%
70%
49%

Communicates clearly
Engages with
Is front and center
Tells the truth,
Is personally involved Has an active media
and transparently employees regularly to during challenging
regardless of how
in supporting local
presence
discuss the state of times (product recalls, complex or unpopular charities and good
the business
lawsuits, etc.)
it is
causes

20

Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box,
Total Important) Informed Publics.
TRADITIONAL MEDIA STILL MOST TRUSTED
GERMANY TRUST IN DIFFERENT SOURCES OF INFORMATION

Global

EU

Germany

77%
65%

65%

60%
54%

53%
47%

41% 43%

47%

45%
35% 37%

34% 35%

ONLINE SEARCH ENGINES

21

TRADITIONAL MEDIA

HYBRID MEDIA

SOCIAL MEDIA

OWNED MEDIA

Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9point 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) Informed Publics.
A NEW TRUST ENVIRONMENT

There has been a significant change in
the trust environment since 2009.
Business must now lead the debate
for change.
People trust business to innovate, unite
and deliver across borders in a way that
government can’t. This trust comes with
the expectation and responsibility to
maintain it. Doing this is less risky than

Operations and CSR programs are now
tablestakes (compared to 2008). Business
must focus on

Engagement and

Integrity to build trust.
84% believe a company can take
specific actions that both increase profits

improve the economic
and social conditions in the
and

communities where it operates.

not doing it at all.

CEO must become Chief Engagement Officer
22
WE NEED TO EVOLVE…

From only

to include

Micro

Macro

Transactional

Shared Value(s)

Legal Requirements

Societal Expectations

What

How and Why
BUSINESS TO LEAD THE DEBATE FOR CHANGE

Participate

Advocate

Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.

Evaluate

24

Partner, listen and build relationships
to inform strategy.

Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.
On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil
and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair
of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government
Shutdown: REUTERS/Mike Theiler

More Related Content

What's hot

Edelman Trust Barometer 2015 - Nederlandse Resultaten
Edelman Trust Barometer 2015 - Nederlandse ResultatenEdelman Trust Barometer 2015 - Nederlandse Resultaten
Edelman Trust Barometer 2015 - Nederlandse Resultaten
Edelman Amsterdam
 
Innovation and the earned brand study dutch results
Innovation and the earned brand study dutch resultsInnovation and the earned brand study dutch results
Innovation and the earned brand study dutch results
Edelman Amsterdam
 
2014 Edelman Trust Barometer - Japan
2014 Edelman Trust Barometer - Japan2014 Edelman Trust Barometer - Japan
2014 Edelman Trust Barometer - Japan
Edelman Japan
 
Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016
Soymimarca
 
2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results
Edelman
 
2015 Edelman Trust Barometer - Japan
2015 Edelman Trust Barometer - Japan2015 Edelman Trust Barometer - Japan
2015 Edelman Trust Barometer - Japan
Edelman Japan
 
Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Edelman Trust Barometer 2008
Edelman Trust Barometer 2008
Dave Fleet
 
2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results
Edelman
 
Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry
Edelman
 
2014 Edelman Trust Barometer - Global Results
2014 Edelman Trust Barometer - Global Results2014 Edelman Trust Barometer - Global Results
2014 Edelman Trust Barometer - Global Results
Edelman
 
2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia
Edelman APACMEA
 
2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong 2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong
Edelman
 
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia DataEdelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
Matthew Gain
 
Edelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy RomaEdelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy Roma
Edelman Italia
 
Edelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - ItalyEdelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - Italy
Edelman Italia
 
Edelman Trust Barometer 2007
Edelman Trust Barometer 2007Edelman Trust Barometer 2007
Edelman Trust Barometer 2007
edelman.milan
 
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch PresentationTrust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
Edelman
 
Edelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector Results
Edelman_UK
 
Trust barometer 2015 Hong Kong
Trust barometer 2015 Hong KongTrust barometer 2015 Hong Kong
Trust barometer 2015 Hong Kong
Edelman
 
2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India
Edelman APACMEA
 

What's hot (20)

Edelman Trust Barometer 2015 - Nederlandse Resultaten
Edelman Trust Barometer 2015 - Nederlandse ResultatenEdelman Trust Barometer 2015 - Nederlandse Resultaten
Edelman Trust Barometer 2015 - Nederlandse Resultaten
 
Innovation and the earned brand study dutch results
Innovation and the earned brand study dutch resultsInnovation and the earned brand study dutch results
Innovation and the earned brand study dutch results
 
2014 Edelman Trust Barometer - Japan
2014 Edelman Trust Barometer - Japan2014 Edelman Trust Barometer - Japan
2014 Edelman Trust Barometer - Japan
 
Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016Barómetro sobre CONFIANZA de Edelman 2016
Barómetro sobre CONFIANZA de Edelman 2016
 
2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results2016 Edelman Trust Barometer - Financial Services Results
2016 Edelman Trust Barometer - Financial Services Results
 
2015 Edelman Trust Barometer - Japan
2015 Edelman Trust Barometer - Japan2015 Edelman Trust Barometer - Japan
2015 Edelman Trust Barometer - Japan
 
Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Edelman Trust Barometer 2008
Edelman Trust Barometer 2008
 
2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results2015 Edelman Trust Barometer - Energy Sector Results
2015 Edelman Trust Barometer - Energy Sector Results
 
Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry Edelman Trust Barometer: Global Energy Industry
Edelman Trust Barometer: Global Energy Industry
 
2014 Edelman Trust Barometer - Global Results
2014 Edelman Trust Barometer - Global Results2014 Edelman Trust Barometer - Global Results
2014 Edelman Trust Barometer - Global Results
 
2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia2015 Edelman Trust Barometer Australia
2015 Edelman Trust Barometer Australia
 
2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong 2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong
 
Edelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia DataEdelman Trust Barometer - 2014 Australia Data
Edelman Trust Barometer - 2014 Australia Data
 
Edelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy RomaEdelman Trust Barometer 2015 - Italy Roma
Edelman Trust Barometer 2015 - Italy Roma
 
Edelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - ItalyEdelman Trust Barometer 2015 - Italy
Edelman Trust Barometer 2015 - Italy
 
Edelman Trust Barometer 2007
Edelman Trust Barometer 2007Edelman Trust Barometer 2007
Edelman Trust Barometer 2007
 
Trust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch PresentationTrust Barometer 2014 Hong Kong Launch Presentation
Trust Barometer 2014 Hong Kong Launch Presentation
 
Edelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman Trust Barometer 2016 - UK Energy Sector Results
Edelman Trust Barometer 2016 - UK Energy Sector Results
 
Trust barometer 2015 Hong Kong
Trust barometer 2015 Hong KongTrust barometer 2015 Hong Kong
Trust barometer 2015 Hong Kong
 
2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India2015 Edelman Trust Barometer India
2015 Edelman Trust Barometer India
 

Similar to Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust

2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings
Edelman
 
2014 trust barometer china final-en -0216
2014 trust barometer china final-en -02162014 trust barometer china final-en -0216
2014 trust barometer china final-en -0216
DJECHINA
 
2014 Edelman Trust Barometer: Singapore Results
2014 Edelman Trust Barometer: Singapore Results2014 Edelman Trust Barometer: Singapore Results
2014 Edelman Trust Barometer: Singapore Results
David Brain
 
2015 Edelman Trust Barometer Malaysia
2015 Edelman Trust Barometer Malaysia2015 Edelman Trust Barometer Malaysia
2015 Edelman Trust Barometer Malaysia
Edelman APACMEA
 
2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China
Edelman APACMEA
 
Edelman Trust Barometer 2014: Sweden
Edelman Trust Barometer 2014: SwedenEdelman Trust Barometer 2014: Sweden
Edelman Trust Barometer 2014: Sweden
Edelman_Stockholm
 
2014 Edelman Trust Barometer: Brazil Findings
2014 Edelman Trust Barometer: Brazil Findings2014 Edelman Trust Barometer: Brazil Findings
2014 Edelman Trust Barometer: Brazil Findings
Edelman
 
2015 Edelman Trust Barometer Indonesia
2015 Edelman Trust Barometer Indonesia2015 Edelman Trust Barometer Indonesia
2015 Edelman Trust Barometer Indonesia
Edelman APACMEA
 
The Edelman Trust Barometer 2015 Global & Indonesia Results
The Edelman Trust Barometer 2015 Global & Indonesia ResultsThe Edelman Trust Barometer 2015 Global & Indonesia Results
The Edelman Trust Barometer 2015 Global & Indonesia Results
Edelman Indonesia
 
Trust 2014 indonesia and global
Trust 2014   indonesia and globalTrust 2014   indonesia and global
Trust 2014 indonesia and global
Edelman Indonesia
 
2015 Edelman Trust Barometer - Global Results
2015 Edelman Trust Barometer - Global Results2015 Edelman Trust Barometer - Global Results
2015 Edelman Trust Barometer - Global Results
Edelman
 
2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong
Edelman APACMEA
 
Asef speech 030613
Asef speech  030613Asef speech  030613
Asef speech 030613
Edelman Indonesia
 
Energy - Edelman Trust Barometer 2014, UK Data
Energy - Edelman Trust Barometer 2014, UK DataEnergy - Edelman Trust Barometer 2014, UK Data
Energy - Edelman Trust Barometer 2014, UK Data
Edelman_UK
 
2015 Edelman Trust Barometer - Financial Services Results
2015 Edelman Trust Barometer - Financial Services Results2015 Edelman Trust Barometer - Financial Services Results
2015 Edelman Trust Barometer - Financial Services Results
Edelman
 
2015 Edelman Trust Barometer - Brazilian Results
2015 Edelman Trust Barometer - Brazilian Results2015 Edelman Trust Barometer - Brazilian Results
2015 Edelman Trust Barometer - Brazilian Results
Edelman
 
2014 Edelman Trust Barometer: Financial Services Industry
2014 Edelman Trust Barometer: Financial Services Industry2014 Edelman Trust Barometer: Financial Services Industry
2014 Edelman Trust Barometer: Financial Services Industry
Edelman
 
Edelman Ireland 2014 Trust Barometer
Edelman Ireland 2014 Trust BarometerEdelman Ireland 2014 Trust Barometer
Edelman Ireland 2014 Trust Barometer
Edelman
 
Edelman Global Trust Barometer Results - How it Matters to Your Business
Edelman Global Trust Barometer Results - How it Matters to Your BusinessEdelman Global Trust Barometer Results - How it Matters to Your Business
Edelman Global Trust Barometer Results - How it Matters to Your Business
LINs Advertising & Marketing Sdn Bhd
 
2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results
Edelman
 

Similar to Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust (20)

2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings2014 Edelman Trust Barometer: Canadian Findings
2014 Edelman Trust Barometer: Canadian Findings
 
2014 trust barometer china final-en -0216
2014 trust barometer china final-en -02162014 trust barometer china final-en -0216
2014 trust barometer china final-en -0216
 
2014 Edelman Trust Barometer: Singapore Results
2014 Edelman Trust Barometer: Singapore Results2014 Edelman Trust Barometer: Singapore Results
2014 Edelman Trust Barometer: Singapore Results
 
2015 Edelman Trust Barometer Malaysia
2015 Edelman Trust Barometer Malaysia2015 Edelman Trust Barometer Malaysia
2015 Edelman Trust Barometer Malaysia
 
2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China2015 Edelman Trust Barometer China
2015 Edelman Trust Barometer China
 
Edelman Trust Barometer 2014: Sweden
Edelman Trust Barometer 2014: SwedenEdelman Trust Barometer 2014: Sweden
Edelman Trust Barometer 2014: Sweden
 
2014 Edelman Trust Barometer: Brazil Findings
2014 Edelman Trust Barometer: Brazil Findings2014 Edelman Trust Barometer: Brazil Findings
2014 Edelman Trust Barometer: Brazil Findings
 
2015 Edelman Trust Barometer Indonesia
2015 Edelman Trust Barometer Indonesia2015 Edelman Trust Barometer Indonesia
2015 Edelman Trust Barometer Indonesia
 
The Edelman Trust Barometer 2015 Global & Indonesia Results
The Edelman Trust Barometer 2015 Global & Indonesia ResultsThe Edelman Trust Barometer 2015 Global & Indonesia Results
The Edelman Trust Barometer 2015 Global & Indonesia Results
 
Trust 2014 indonesia and global
Trust 2014   indonesia and globalTrust 2014   indonesia and global
Trust 2014 indonesia and global
 
2015 Edelman Trust Barometer - Global Results
2015 Edelman Trust Barometer - Global Results2015 Edelman Trust Barometer - Global Results
2015 Edelman Trust Barometer - Global Results
 
2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong2016 Edelman Trust Barometer Hong Kong
2016 Edelman Trust Barometer Hong Kong
 
Asef speech 030613
Asef speech  030613Asef speech  030613
Asef speech 030613
 
Energy - Edelman Trust Barometer 2014, UK Data
Energy - Edelman Trust Barometer 2014, UK DataEnergy - Edelman Trust Barometer 2014, UK Data
Energy - Edelman Trust Barometer 2014, UK Data
 
2015 Edelman Trust Barometer - Financial Services Results
2015 Edelman Trust Barometer - Financial Services Results2015 Edelman Trust Barometer - Financial Services Results
2015 Edelman Trust Barometer - Financial Services Results
 
2015 Edelman Trust Barometer - Brazilian Results
2015 Edelman Trust Barometer - Brazilian Results2015 Edelman Trust Barometer - Brazilian Results
2015 Edelman Trust Barometer - Brazilian Results
 
2014 Edelman Trust Barometer: Financial Services Industry
2014 Edelman Trust Barometer: Financial Services Industry2014 Edelman Trust Barometer: Financial Services Industry
2014 Edelman Trust Barometer: Financial Services Industry
 
Edelman Ireland 2014 Trust Barometer
Edelman Ireland 2014 Trust BarometerEdelman Ireland 2014 Trust Barometer
Edelman Ireland 2014 Trust Barometer
 
Edelman Global Trust Barometer Results - How it Matters to Your Business
Edelman Global Trust Barometer Results - How it Matters to Your BusinessEdelman Global Trust Barometer Results - How it Matters to Your Business
Edelman Global Trust Barometer Results - How it Matters to Your Business
 
2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results2016 Edelman Trust Barometer Hong Kong Results
2016 Edelman Trust Barometer Hong Kong Results
 

More from Edelman.ergo GmbH

Edelman Trust Barometer 2016: Vertrauen in Lebensmittelwirtschaft
Edelman Trust Barometer 2016: Vertrauen in LebensmittelwirtschaftEdelman Trust Barometer 2016: Vertrauen in Lebensmittelwirtschaft
Edelman Trust Barometer 2016: Vertrauen in Lebensmittelwirtschaft
Edelman.ergo GmbH
 
ergo ETF-Monitor 2014 - powered by finanzen.net
ergo ETF-Monitor 2014 - powered by finanzen.netergo ETF-Monitor 2014 - powered by finanzen.net
ergo ETF-Monitor 2014 - powered by finanzen.net
Edelman.ergo GmbH
 
ergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungen
ergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungenergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungen
ergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungen
Edelman.ergo GmbH
 
ergo Immotalk auf der exporeal 2015
ergo Immotalk auf der exporeal 2015ergo Immotalk auf der exporeal 2015
ergo Immotalk auf der exporeal 2015
Edelman.ergo GmbH
 
ergo Fonds-Monitor 2014
ergo Fonds-Monitor 2014ergo Fonds-Monitor 2014
ergo Fonds-Monitor 2014
Edelman.ergo GmbH
 
Bürgerbeteiligung und Energiewende
Bürgerbeteiligung und EnergiewendeBürgerbeteiligung und Energiewende
Bürgerbeteiligung und Energiewende
Edelman.ergo GmbH
 
ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013
ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013
ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013
Edelman.ergo GmbH
 
Folgen der Medienkrise für die Kommunikation in der Finanzbranche
Folgen der Medienkrise für die Kommunikation in der FinanzbrancheFolgen der Medienkrise für die Kommunikation in der Finanzbranche
Folgen der Medienkrise für die Kommunikation in der Finanzbranche
Edelman.ergo GmbH
 
Immo talk umfrage_2014
Immo talk umfrage_2014Immo talk umfrage_2014
Immo talk umfrage_2014
Edelman.ergo GmbH
 
Die wichtigsten digitalen Trends für Finanzdienstleister
Die wichtigsten digitalen Trends für FinanzdienstleisterDie wichtigsten digitalen Trends für Finanzdienstleister
Die wichtigsten digitalen Trends für Finanzdienstleister
Edelman.ergo GmbH
 
Edelman: Globale Lebensmitteltrends 2016
Edelman: Globale Lebensmitteltrends 2016Edelman: Globale Lebensmitteltrends 2016
Edelman: Globale Lebensmitteltrends 2016
Edelman.ergo GmbH
 
Edelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 DeutschlandEdelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 Deutschland
Edelman.ergo GmbH
 
Edelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 DeutschlandEdelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 Deutschland
Edelman.ergo GmbH
 
EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...
EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...
EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...
Edelman.ergo GmbH
 
Edelman Trust Barometer 2014 Sonderausgabe Familienunternehmen
Edelman Trust Barometer 2014 Sonderausgabe FamilienunternehmenEdelman Trust Barometer 2014 Sonderausgabe Familienunternehmen
Edelman Trust Barometer 2014 Sonderausgabe Familienunternehmen
Edelman.ergo GmbH
 
Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...
Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...
Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...
Edelman.ergo GmbH
 
Edelman Markenstudie brandshare 2013: Ergebnisse Deutschland
Edelman Markenstudie brandshare 2013: Ergebnisse DeutschlandEdelman Markenstudie brandshare 2013: Ergebnisse Deutschland
Edelman Markenstudie brandshare 2013: Ergebnisse Deutschland
Edelman.ergo GmbH
 
Edelman Global Entertainment Studie 2013
Edelman Global Entertainment Studie 2013 Edelman Global Entertainment Studie 2013
Edelman Global Entertainment Studie 2013
Edelman.ergo GmbH
 
Edelman Capital Staffers Index 2011
Edelman Capital Staffers Index 2011Edelman Capital Staffers Index 2011
Edelman Capital Staffers Index 2011
Edelman.ergo GmbH
 

More from Edelman.ergo GmbH (20)

Edelman Trust Barometer 2016: Vertrauen in Lebensmittelwirtschaft
Edelman Trust Barometer 2016: Vertrauen in LebensmittelwirtschaftEdelman Trust Barometer 2016: Vertrauen in Lebensmittelwirtschaft
Edelman Trust Barometer 2016: Vertrauen in Lebensmittelwirtschaft
 
ergo ETF-Monitor 2014 - powered by finanzen.net
ergo ETF-Monitor 2014 - powered by finanzen.netergo ETF-Monitor 2014 - powered by finanzen.net
ergo ETF-Monitor 2014 - powered by finanzen.net
 
ergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungen
ergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungenergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungen
ergo Umfrage zur Rolle der GKV-Reform bei gesetzlichen Krankenversicherungen
 
ergo Immotalk auf der exporeal 2015
ergo Immotalk auf der exporeal 2015ergo Immotalk auf der exporeal 2015
ergo Immotalk auf der exporeal 2015
 
ergo Fonds-Monitor 2014
ergo Fonds-Monitor 2014ergo Fonds-Monitor 2014
ergo Fonds-Monitor 2014
 
Bürgerbeteiligung und Energiewende
Bürgerbeteiligung und EnergiewendeBürgerbeteiligung und Energiewende
Bürgerbeteiligung und Energiewende
 
ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013
ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013
ergo ETF Monitor powered by finanzen.net - Ergebnisse 2013
 
Folgen der Medienkrise für die Kommunikation in der Finanzbranche
Folgen der Medienkrise für die Kommunikation in der FinanzbrancheFolgen der Medienkrise für die Kommunikation in der Finanzbranche
Folgen der Medienkrise für die Kommunikation in der Finanzbranche
 
Immo talk umfrage_2014
Immo talk umfrage_2014Immo talk umfrage_2014
Immo talk umfrage_2014
 
Die wichtigsten digitalen Trends für Finanzdienstleister
Die wichtigsten digitalen Trends für FinanzdienstleisterDie wichtigsten digitalen Trends für Finanzdienstleister
Die wichtigsten digitalen Trends für Finanzdienstleister
 
Edelman: Globale Lebensmitteltrends 2016
Edelman: Globale Lebensmitteltrends 2016Edelman: Globale Lebensmitteltrends 2016
Edelman: Globale Lebensmitteltrends 2016
 
Edelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 DeutschlandEdelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 Deutschland
 
Edelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 DeutschlandEdelman Food Trends 2015 Deutschland
Edelman Food Trends 2015 Deutschland
 
EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...
EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...
EDELMAN MARKENSTUDIE BRANDSHARE 2014: Bindungswilliger Konsument sucht Marke,...
 
Edelman Trust Barometer 2014 Sonderausgabe Familienunternehmen
Edelman Trust Barometer 2014 Sonderausgabe FamilienunternehmenEdelman Trust Barometer 2014 Sonderausgabe Familienunternehmen
Edelman Trust Barometer 2014 Sonderausgabe Familienunternehmen
 
Creative Newsroom
Creative NewsroomCreative Newsroom
Creative Newsroom
 
Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...
Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...
Infografik Edelman Markenstudie brandshare 2013: Verbraucher wollen von Marke...
 
Edelman Markenstudie brandshare 2013: Ergebnisse Deutschland
Edelman Markenstudie brandshare 2013: Ergebnisse DeutschlandEdelman Markenstudie brandshare 2013: Ergebnisse Deutschland
Edelman Markenstudie brandshare 2013: Ergebnisse Deutschland
 
Edelman Global Entertainment Studie 2013
Edelman Global Entertainment Studie 2013 Edelman Global Entertainment Studie 2013
Edelman Global Entertainment Studie 2013
 
Edelman Capital Staffers Index 2011
Edelman Capital Staffers Index 2011Edelman Capital Staffers Index 2011
Edelman Capital Staffers Index 2011
 

Recently uploaded

Recent Changes in Foreign Relations between Nepal and China
Recent Changes in Foreign Relations between Nepal and ChinaRecent Changes in Foreign Relations between Nepal and China
Recent Changes in Foreign Relations between Nepal and China
arora90avinash
 
Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...
Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...
Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...
bangaloreakshitakaus
 
Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...
Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...
Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...
kalihasan429
 
The Twitter That Was: Reflections on Ten Years of #auspol
The Twitter That Was: Reflections on Ten Years of #auspolThe Twitter That Was: Reflections on Ten Years of #auspol
The Twitter That Was: Reflections on Ten Years of #auspol
Axel Bruns
 
TISS-WS-alumni-Statement.pdffbnikiudhiuh
TISS-WS-alumni-Statement.pdffbnikiudhiuhTISS-WS-alumni-Statement.pdffbnikiudhiuh
TISS-WS-alumni-Statement.pdffbnikiudhiuh
bhavenpr
 
Know More About Bruce Wilpon Wife, Yuki Ikeda
Know More About Bruce Wilpon Wife, Yuki IkedaKnow More About Bruce Wilpon Wife, Yuki Ikeda
Know More About Bruce Wilpon Wife, Yuki Ikeda
Book My Blogs
 
Pawan Kalyan Biography- Early Life, Education, Family and Political Career
Pawan Kalyan Biography- Early Life, Education, Family and Political CareerPawan Kalyan Biography- Early Life, Education, Family and Political Career
Pawan Kalyan Biography- Early Life, Education, Family and Political Career
VoterMood
 
Gen Z Revolution Redefining Politics through Activism.pdf
Gen Z Revolution Redefining Politics through Activism.pdfGen Z Revolution Redefining Politics through Activism.pdf
Gen Z Revolution Redefining Politics through Activism.pdf
Trims Creators
 
08072024_First India Newspaper Jaipur.pdf
08072024_First India Newspaper Jaipur.pdf08072024_First India Newspaper Jaipur.pdf
08072024_First India Newspaper Jaipur.pdf
FIRST INDIA
 
1(11). NIS English December1-15 (2020).pdf
1(11). NIS English December1-15 (2020).pdf1(11). NIS English December1-15 (2020).pdf
1(11). NIS English December1-15 (2020).pdf
Ranjan Kumar Gupta
 
They Are the Racists _ Andy Blumenthal _ The Blogs.pdf
They Are the Racists _ Andy Blumenthal _ The Blogs.pdfThey Are the Racists _ Andy Blumenthal _ The Blogs.pdf
They Are the Racists _ Andy Blumenthal _ The Blogs.pdf
Andy (Avraham) Blumenthal
 
The times are a-changin’: Assessing the political and economic outlook for th...
The times are a-changin’: Assessing the political and economic outlook for th...The times are a-changin’: Assessing the political and economic outlook for th...
The times are a-changin’: Assessing the political and economic outlook for th...
ResolutionFoundation
 
1(15). NIS English February1-15 (2021).pdf
1(15). NIS English February1-15 (2021).pdf1(15). NIS English February1-15 (2021).pdf
1(15). NIS English February1-15 (2021).pdf
Ranjan Kumar Gupta
 
Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...
Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...
Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...
bhumivarma35300
 
Booklet - LGBTQ in Asia Human Rights Overview.pdf
Booklet - LGBTQ in Asia Human Rights Overview.pdfBooklet - LGBTQ in Asia Human Rights Overview.pdf
Booklet - LGBTQ in Asia Human Rights Overview.pdf
NurisHisyam
 
Cyber Security Aspect of the 2024 NATO Summit
Cyber Security Aspect of the 2024 NATO SummitCyber Security Aspect of the 2024 NATO Summit
Cyber Security Aspect of the 2024 NATO Summit
SOCRadar
 
Storm surge expected along the coastline of South Africa
Storm surge expected along the coastline of South AfricaStorm surge expected along the coastline of South Africa
Storm surge expected along the coastline of South Africa
SABC News
 
Juan Orlando Hernández se opone a la confiscación de $15 millones
Juan Orlando Hernández se opone a la confiscación de $15 millonesJuan Orlando Hernández se opone a la confiscación de $15 millones
Juan Orlando Hernández se opone a la confiscación de $15 millones
AlexisTorres963861
 
Sources of Indian Constitution: "Bag of Borrowings"
Sources of Indian Constitution: "Bag of Borrowings"Sources of Indian Constitution: "Bag of Borrowings"
Sources of Indian Constitution: "Bag of Borrowings"
Gurjant Singh
 
George Clooney_ Unraveling the ‘Is He Gay.pptx
George Clooney_ Unraveling the ‘Is He Gay.pptxGeorge Clooney_ Unraveling the ‘Is He Gay.pptx
George Clooney_ Unraveling the ‘Is He Gay.pptx
ashishkumarrana9
 

Recently uploaded (20)

Recent Changes in Foreign Relations between Nepal and China
Recent Changes in Foreign Relations between Nepal and ChinaRecent Changes in Foreign Relations between Nepal and China
Recent Changes in Foreign Relations between Nepal and China
 
Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...
Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...
Lucknow Girls Call Balaganj 08630512678 Provide Best And Top Girl Service And...
 
Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...
Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...
Mysore Girls Call Mysore 0X0000000X Provide Best And Top Girl Service And No1...
 
The Twitter That Was: Reflections on Ten Years of #auspol
The Twitter That Was: Reflections on Ten Years of #auspolThe Twitter That Was: Reflections on Ten Years of #auspol
The Twitter That Was: Reflections on Ten Years of #auspol
 
TISS-WS-alumni-Statement.pdffbnikiudhiuh
TISS-WS-alumni-Statement.pdffbnikiudhiuhTISS-WS-alumni-Statement.pdffbnikiudhiuh
TISS-WS-alumni-Statement.pdffbnikiudhiuh
 
Know More About Bruce Wilpon Wife, Yuki Ikeda
Know More About Bruce Wilpon Wife, Yuki IkedaKnow More About Bruce Wilpon Wife, Yuki Ikeda
Know More About Bruce Wilpon Wife, Yuki Ikeda
 
Pawan Kalyan Biography- Early Life, Education, Family and Political Career
Pawan Kalyan Biography- Early Life, Education, Family and Political CareerPawan Kalyan Biography- Early Life, Education, Family and Political Career
Pawan Kalyan Biography- Early Life, Education, Family and Political Career
 
Gen Z Revolution Redefining Politics through Activism.pdf
Gen Z Revolution Redefining Politics through Activism.pdfGen Z Revolution Redefining Politics through Activism.pdf
Gen Z Revolution Redefining Politics through Activism.pdf
 
08072024_First India Newspaper Jaipur.pdf
08072024_First India Newspaper Jaipur.pdf08072024_First India Newspaper Jaipur.pdf
08072024_First India Newspaper Jaipur.pdf
 
1(11). NIS English December1-15 (2020).pdf
1(11). NIS English December1-15 (2020).pdf1(11). NIS English December1-15 (2020).pdf
1(11). NIS English December1-15 (2020).pdf
 
They Are the Racists _ Andy Blumenthal _ The Blogs.pdf
They Are the Racists _ Andy Blumenthal _ The Blogs.pdfThey Are the Racists _ Andy Blumenthal _ The Blogs.pdf
They Are the Racists _ Andy Blumenthal _ The Blogs.pdf
 
The times are a-changin’: Assessing the political and economic outlook for th...
The times are a-changin’: Assessing the political and economic outlook for th...The times are a-changin’: Assessing the political and economic outlook for th...
The times are a-changin’: Assessing the political and economic outlook for th...
 
1(15). NIS English February1-15 (2021).pdf
1(15). NIS English February1-15 (2021).pdf1(15). NIS English February1-15 (2021).pdf
1(15). NIS English February1-15 (2021).pdf
 
Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...
Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...
Girls call Service Pune 000XX00000 Provide Best And Top Girl Service And No1 ...
 
Booklet - LGBTQ in Asia Human Rights Overview.pdf
Booklet - LGBTQ in Asia Human Rights Overview.pdfBooklet - LGBTQ in Asia Human Rights Overview.pdf
Booklet - LGBTQ in Asia Human Rights Overview.pdf
 
Cyber Security Aspect of the 2024 NATO Summit
Cyber Security Aspect of the 2024 NATO SummitCyber Security Aspect of the 2024 NATO Summit
Cyber Security Aspect of the 2024 NATO Summit
 
Storm surge expected along the coastline of South Africa
Storm surge expected along the coastline of South AfricaStorm surge expected along the coastline of South Africa
Storm surge expected along the coastline of South Africa
 
Juan Orlando Hernández se opone a la confiscación de $15 millones
Juan Orlando Hernández se opone a la confiscación de $15 millonesJuan Orlando Hernández se opone a la confiscación de $15 millones
Juan Orlando Hernández se opone a la confiscación de $15 millones
 
Sources of Indian Constitution: "Bag of Borrowings"
Sources of Indian Constitution: "Bag of Borrowings"Sources of Indian Constitution: "Bag of Borrowings"
Sources of Indian Constitution: "Bag of Borrowings"
 
George Clooney_ Unraveling the ‘Is He Gay.pptx
George Clooney_ Unraveling the ‘Is He Gay.pptxGeorge Clooney_ Unraveling the ‘Is He Gay.pptx
George Clooney_ Unraveling the ‘Is He Gay.pptx
 

Edelman Trust Barometer 2014 Germany results: German medium-sized businesses are world champion of trust

  • 1. GERMAN MEDIUM-SIZED BUSINESSES ARE WORLD CHAMPION OF TRUST EDELMAN TRUST BAROMETER 2014 GERMANY RESULTS
  • 2. Edelman’s 14th GLOBAL annual survey ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data 2
  • 3. Edelman trust barometer in retrospect 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS 2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST 2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS 2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA 2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON 2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS 2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT 2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING 2002 FALL OF THE CELEBRITY CEO 2001 RISING INFLUENCE OF NGOS 3
  • 4. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia +8 pts. Argentina +8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9pts. 4
  • 5. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS:      UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) 5
  • 6. TRUST IN BUSINESS AT A HISTORIC HIGH GERMANY TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 69% 64% 57% 48% NGOS 16% #1 2013 14% 2013 6 8% 2014 61% MEDIA 19% 54% #3 12% 2014 #2 2013 2013 BUSINESS 2014 49% 48% 14% 14% #4 15% GOVERNMENT 2014 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
  • 7. TRUST ADVANTAGE FOR FAMILY BUSINESSES GERMANY TRUST IN DIFFERENT TYPES OF BUSINESSES Global EU Germany 86% 71% 77% 76% 68% 68% 73% 63% 62% 57% 61% 47% 49% 48% 54% 47% 51% 39% FAMILY-OWNED 7 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 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) Informed Publics. STATE-OWNED
  • 8. PRIVATELY-HELD BUSINESSES SEEN AS CARING PERFORMERS TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY 1 2 3 4 5 PUBLICLY-TRADED BUSINESSES HAVE TOO MUCH POLITICAL INFLUENCE RESPONSIVE TO CUSTOMERS’ NEEDS 66% ARE ENTREPRENEURIAL 77% ARE ENTREPRENEURIAL 65% ARE INNOVATIVE 75% HIGH QUALITY PRODUCTS & SERVICES 48% HIGH QUALITY PRODUCTS & SERVICES 73% THINK LONG-TERM 45% THINK LONG-TERM 8 1 2 3 4 5 PRIVATELY-HELD BUSINESSES 68% ARE INNOVATIVE 43% Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics. 67%
  • 9. TRUST GAP BETWEEN PRIVATELY-HELD AND PUBLICLY-TRADED COMPANIES PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY PUBLICLY-TRADED +43 34% RESPONSIVE TO CUSTOMERS' NEEDS 77% +37 24% ACT RESPONSIBLY 61% RESPONSIVE TO EMPLOYEES' NEEDS +34 21% RESPONSIVE TO SOCIETY'S NEEDS 21% 55% ARE PHILANTHROPIC 45% 73% 40% 68% +25 22% 47% 35% +20 55% 48% ARE INNOVATIVE +19 67% 65% ARE ENTREPRENEURIAL 75% 38% 41% DELIVER CONSISTENT FINANCIAL RETURNS HAVE TOO MUCH POLITICAL INFLUENCE +25 43% TOP LEADERSHIP +28 +27 13% THINK LONG-TERM ARE TRANSPARENT IN THEIR BUSINESS PRACTICES +32 53% OFFER HIGH QUALITY PRODUCTS OR SERVICES 9 Gap PRIVATELY-HELD +10 +3 66% 27% Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics, 27-country global total. -39
  • 10. BUSINESS OUTPACES GOVERNMENT IN TRUST GERMANY TRUST IN THE FOUR INSTITUTIONS SINCE 2008 NGOs Media 80% Business Government 69% 70% 64% 61% 60% 55% 49% 50% 52% 46% 40% 38% 34% 30% 47% 36% 57% 51% 43% 40% 39% 34% 48% 42% 37% 33% 48% 54% 49% 48% 34% 33% 26% 20% 2008 10 2009 2010 2011 2012 2013 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics. 2014
  • 11. CALL FOR MORE GOVERNMENT REGULATION GOVERNMENT REGULATION OF BUSINESS AND SECTORS - GERMANY Not Enough Too Much 66% 58% 48% 43% 33% 15% Government Regulation of Business Government Regulation of Financial Services Industry 19% 14% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think 11 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.
  • 12. GOVERNMENTS NEED TO PROTECT CONSUMERS MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - GERMANY 57% 36% 21% 19% 15% 6% 2% PROTECT CONSUMERS REGULATE BUSINESS BUILD WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY FROM IRRESPONSIBLE ACTIVITIES TO ENSURE INFRASTRUCTURE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT BUSINESS PRACTICES COMPANIES ARE THAT PROMOTES AND AND OPEN BUSINESS EXPERIENCES BEHAVING FACILITATES COMPETITION WITHIN FINANCIAL CRISIS RESPONSIBLY BUSINESS INDUSTRIES OPPORTUNITIES 12 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 1% DON'T KNOW
  • 13. BUSINESS SHOULD PLAY AN ACTIVE ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - GERMANY When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 78% The energy industry should be a more active participant in the broader debate over GERMANY energy policy 58% The food and beverage industry should be a more active participant in the broader debate in GERMANY over solutions to food and nutrition policy issues 56% The financial services industry should be a more active participant in the broader debate over the future of the GERMANY banking system 47% 13 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
  • 14. GERMAN HEADQUARTERED COMPANIES LEADING IN TRUST GERMANY TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 83% 81% TRUSTED 80% 71% 71% 57% 54% 54% 42% 39% 35% 33% 28% 15 27% Q26-Q42. [TRACKING] 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 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) Informed Publics. 23% 20% 18%
  • 15. TECHNOLOGY LEADS, FINANCIAL SERVICES SINK TO LEAST TRUSTED INDUSTRY TRUST IN INDUSTRIES, 2013 VS. 2014 - GERMANY 2014 2013 71% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING 68% 62% AUTOMOTIVE 55% FOOD AND BEVERAGE 63% ENTERTAINMENT 52% BREWING AND SPIRITS 72% TECHNOLOGY 66% -2 AUTOMOTIVE 65% +3 FOOD AND BEVERAGE 58% +3 ENTERTAINMENT 57% -6 BREWING AND SPIRITS 57% +5 53% -3 MEDIA 51% -4 CONSUMER PACKAGED GOODS 51% +1 CONSUMER HEALTH COMPANIES 51% +5 CHEMICALS 48% -1 56% TELECOMMUNICATIONS MEDIA 55% 50% 46% CONSUMER HEALTH COMPANIES 49% CHEMICALS 42% PHARMACEUTICALS ENERGY BANKS FINANCIAL SERVICES 16 38% 26% 29% +1 CONSUMER ELECTRONICS MANUFACTURING TELECOMMUNICATIONS CONSUMER PACKAGED GOODS 2013 vs. 2014 PHARMACEUTICALS ENERGY 42% 39% 0 +1 BANKS 33% +7 FINANCIAL SERVICES 32% +3 Q43-60. [TRACKING] 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) Informed Publics.
  • 16. TRUST IN INDUSTRY VERSUS ITS SECTORS GERMANY TRUST IN INDUSTRY SECTORS FINANCIAL SERVICES INDUSTRY Credit cards / Payments Banks Insurance 47% 29% 26% FOOD & BEVERAGE INDUSTRY Food service 66% Food and beverage retailers Renewables 65% 59% Utilities 45% Mining 44% 61% 59% 45% Natural Gas Food and beverage manufacturers Financial services industry overall 23% Food Industry overall Financial advisory / Asset management 22% Fast food restaurants 17 ENERGY INDUSTRY 39% Energy industry overall Oil Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors 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”. Q43-60. [TRACKING] 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. 36% 33%
  • 17. SHRINKING GAP BETWEEN EXPECTATION AND PERFORMANCE BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – GERMANY ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TREATS EMPLOYEES WELL IMPORTANCE PERFORMANCE 37% INNOVATOR TOP GLOBAL COMPANY PARTNERS WITH NGOS CONSISTENT FINANCIAL RETURNS ADMIRED TOP LEADERSHIP 34% 33% -12 49% 37% IS ETHICAL -13 49% 37% ACTS RESPONSIBLY IN CRISIS -15 53% 40% PROTECTS ENVIRONMENT -14 54% 39% CUSTOMERS BEFORE PROFITS -14 54% 40% COMMUNICATES OFTEN -12 57% 43% TRANSPARENT & OPEN -17 57% 45% LISTENS TO CUSTOMERS ADDRESSES SOCIETY'S NEEDS 63% 46% HIGH QUALITY PRODUCTS POSITIVELY IMPACTS COMMUNITY Gap -12 45% 44% 43% 40% 38% 33% 30% 33% 27% 32% 28% 29% 25% Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Publics, 2718 country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics. -8 -10 -10 -2 -3 -6 -4 -4
  • 18. CEOS AT HIGHEST TRUST LEVEL SINCE 2008 CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - GERMANY 2013 TRUST IN CEOs 2008: 22% 2009: 18% 2010: 22% 2011: 24% 2012: 21%. 2014 66% A PERSON LIKE YOURSELF 2013 vs. 2014 A PERSON LIKE YOURSELF 72% +6 70% +17 TECHNICAL EXPERT IN THE COMPANY 53% TECHNICAL EXPERT IN THE COMPANY NGO REPRESENTATIVE 54% NGO REPRESENTATIVE 60% ACADEMIC OR EXPERT 61% ACADEMIC OR EXPERT 63% REGULAR EMPLOYEE 43% *SUCCESSFUL ENTREPRENEUR 45% 55% REGULAR EMPLOYEE *ENTREPRENEUR FINANCIAL OR INDUSTRY ANALYST 42% +9 -1 +12 -3 FINANCIAL OR INDUSTRY ANALYST 31% 37% +6 CEO 28% CEO 37% +9 BOARD OF DIRECTORS 27% BOARD OF DIRECTORS 35% +8 GOVERNMENT OFFICIAL OR REGULATOR 27% GOVERNMENT OFFICIAL OR REGULATOR 34% +7 BLOGGER 20% BLOGGER 28% *Changed from “Successful Entrepreneur” in 2013 19 Q130-143. [TRACKING] 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) Informed Publics. +8
  • 19. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - GERMANY 83% 83% 83% 82% 70% 49% Communicates clearly Engages with Is front and center Tells the truth, Is personally involved Has an active media and transparently employees regularly to during challenging regardless of how in supporting local presence discuss the state of times (product recalls, complex or unpopular charities and good the business lawsuits, etc.) it is causes 20 Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.
  • 20. TRADITIONAL MEDIA STILL MOST TRUSTED GERMANY TRUST IN DIFFERENT SOURCES OF INFORMATION Global EU Germany 77% 65% 65% 60% 54% 53% 47% 41% 43% 47% 45% 35% 37% 34% 35% ONLINE SEARCH ENGINES 21 TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9point 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) Informed Publics.
  • 21. A NEW TRUST ENVIRONMENT There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it. Doing this is less risky than Operations and CSR programs are now tablestakes (compared to 2008). Business must focus on Engagement and Integrity to build trust. 84% believe a company can take specific actions that both increase profits improve the economic and social conditions in the and communities where it operates. not doing it at all. CEO must become Chief Engagement Officer 22
  • 22. WE NEED TO EVOLVE… From only to include Micro Macro Transactional Shared Value(s) Legal Requirements Societal Expectations What How and Why
  • 23. BUSINESS TO LEAD THE DEBATE FOR CHANGE Participate Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate 24 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
  • 24. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler