The document summarizes findings from Edelman's 2014 Trust Barometer survey. Some key findings:
- Trust in institutions increased across the board in Australia, with NGOs, business, media, and government all seeing gains.
- Energy and telecommunications industries saw the largest increases in trust of all business sectors.
- Small and medium family-owned businesses are most trusted, while large public companies are least trusted.
- Employees and regular people are seen as more credible spokespeople than CEOs and other traditional leaders.
L’indagine è stata realizzata fra il 13 ottobre e il 24 novembre del 2014 in 27 Paesi con interviste online a 33.000 persone, 6.000 delle quali definite come “élite” per il livello socio-culturale dei partecipanti di età compresa fra i 25 e i 64 anni. L’indagine, giunta alla sua quindicesima edizione, è condotta dalla società Edelman Berland.
Per ulteriori informazioni visitare www.edelman.com/trust2015
L’indagine è stata realizzata fra il 13 ottobre e il 24 novembre del 2014 in 27 Paesi con interviste online a 33.000 persone, 6.000 delle quali definite come “élite” per il livello socio-culturale dei partecipanti di età compresa fra i 25 e i 64 anni. L’indagine, giunta alla sua quindicesima edizione, è condotta dalla società Edelman Berland.
Per ulteriori informazioni visitare www.edelman.com/trust2015
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
Edelman Trust Barometer: Global Energy Industry Edelman
Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
The 2016 Edelman Trust Barometer shares disturbing news about a widening gap in trust in all major institutions between the informed public and mass population.
The story for the healthcare industry is a cautionary tale and one that bears watching. At a global level, and using general population (informed public plus mass population) findings* with 28 countries surveyed, healthcare is near the bottom with a trust score of 61, just ahead of Telecommunications, Energy and Financial Services.
View the presentation for details.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
The global rebound of trust has failed to take root in Hong Kong. Following years of declines, taking Hong Kong from the fifth to seventeenth most trusting nation surveyed, this year’s results indicate an ongoing sense of uncertainty about the future of the SAR’s institutions.
This year’s lecture will include a deep analysis of trust in CEOs and roadmap for CEOs to address the trust gap in Hong Kong, with sentiment towards business leaders here failing to match the improvements recorded globally.
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
Informe 2016 sobre la evolución de la confianza entre organizaciones y consumidores. Realizada con un universo de 33.000 personas +18 en 25 países, con muestras de 1.150 participantes por país (España incluida). Añade elementos comparativos con estudios de años anteriores
2014 Edelman Trust Barometer - Global ResultsEdelman
The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust. We survey 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 markets around the world on their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
Learn more here http://www.edelman.com/Trust2014
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
Edelman Trust Barometer: Global Energy Industry Edelman
Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
The 2016 Edelman Trust Barometer shares disturbing news about a widening gap in trust in all major institutions between the informed public and mass population.
The story for the healthcare industry is a cautionary tale and one that bears watching. At a global level, and using general population (informed public plus mass population) findings* with 28 countries surveyed, healthcare is near the bottom with a trust score of 61, just ahead of Telecommunications, Energy and Financial Services.
View the presentation for details.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
The global rebound of trust has failed to take root in Hong Kong. Following years of declines, taking Hong Kong from the fifth to seventeenth most trusting nation surveyed, this year’s results indicate an ongoing sense of uncertainty about the future of the SAR’s institutions.
This year’s lecture will include a deep analysis of trust in CEOs and roadmap for CEOs to address the trust gap in Hong Kong, with sentiment towards business leaders here failing to match the improvements recorded globally.
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
Informe 2016 sobre la evolución de la confianza entre organizaciones y consumidores. Realizada con un universo de 33.000 personas +18 en 25 países, con muestras de 1.150 participantes por país (España incluida). Añade elementos comparativos con estudios de años anteriores
2014 Edelman Trust Barometer - Global ResultsEdelman
The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust. We survey 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 markets around the world on their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
Learn more here http://www.edelman.com/Trust2014
Trust Barometer 2014 Hong Kong Launch PresentationEdelman
About the Edelman Trust Barometer:
The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey. The survey was produced by research firm Edelman Berland and consisted of 20-minute online interviews conducted October 16, 2013 – November 29, 2013. The 2014 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit: http://www.edelman.com/insights/intellectual-property/trust-2014/.
Energy - Edelman Trust Barometer 2014, UK DataEdelman_UK
The UK energy sector results from the 2014 Edelman Trust Barometer.
The annual Trust Barometer is the largest study of its kind, and explores rising and falling levels of trust across twenty-seven markets, and 33,000 people; considering different industry sectors; as well as the impact and perception of government, business, media and society
2014 Edelman Trust Barometer: Canadian FindingsEdelman
The Edelman Trust Barometer is the world’s preeminent study of trust around the world. This deck compiles both global and Canadian findings for 2014.
Learn more at http://www.edelman.ca
2015 Edelman Trust Barometer - Energy Sector ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. This deck reveals insights on the global energy sector.
Learn more: http://edl.mn/1FAgeVZ
For more information, please contact Joseph.Campbell@edelman.com.
Edelman Trust Barometer: U.S. Energy Industry Edelman
There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. As U.S. energy companies look for domestic opportunities to bring energy solutions and economic benefits to Americans, policymakers face the complex balancing act between resource development and economic, environmental and political realities. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical.
2014 Edelman Trust Barometer: Global Energy FindingsEdelman
The energy industry faces significant trust deficits that are inherent to its industry, but Edelman’s 14th annual Trust Barometer shows how various sectors — including renewables, natural gas, utilities, oil and mining — must engage in order to operate in the current trust environment.
2016 Edelman Trust Barometer Hong Kong ResultsEdelman
2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
The global rebound of trust has failed to take root in Hong Kong. Following years of declines, taking Hong Kong from the fifth to seventeenth most trusting nation surveyed, this year’s results indicate an ongoing sense of uncertainty about the future of the SAR’s institutions.
This year’s lecture will include a deep analysis of trust in CEOs and roadmap for CEOs to address the trust gap in Hong Kong, with sentiment towards business leaders here failing to match the improvements recorded globally.
The 2016 Edelman Trust Barometer revealed that trust in all four institutions measured – government, business, the media and NGO’s – is increasing, with business in the lead. Across the 33,000 respondents in 28 countries, we saw a rise of 5 percent in trust in business this year, a larger increase than in any of the other three institutions. Those surveyed also trust business more than the other institutions to keep pace with the changing times.
Learn More: www.edelman.com/trust2016
The 2014 Edelman Trust Barometer’s Irish findings reveal a significant (11 points) drop in trust in government in Ireland over the past 12 months. The fall puts trust in government back to pre-general election levels. Trust in business fell slightly but is still trusted nearly twice as much as government. NGOs in Ireland remain the most trusted institution despite falling 5 points. Trust in media in Ireland also declined (8 points) and is now less trusted than business. Globally overall trust levels declined, driven by the decimation of trust in government which fell significantly in many of the 27 countries surveyed. Trust in business has stabilised at 58 percent due to the perception that it has made demonstrable change in the form of better products and new leadership.
Ireland Highlights 2014:
• The Trust Index, the average trust across the four institutions of business, government, NGOs and media, showed a 7 point drop for Ireland (to 39 points). This places Ireland as the third least trusting country of the 27 surveyed.
• NGOs in Ireland remain the most trusted institution despite falling 5 points to 58%.
• Business is the second most trusted institution in Ireland, despite a small 3 point decline to 41%. It is now nearly twice as trusted as government.
• The technology sector (67%) remained the most trusted industry sector, while banks were the least trusted at 19%.
• Trust in media fell 8 points to 37%, reversing a gradual improvement observed during the previous five years.
• Government is the least trusted of the four institutions with only 21% of people saying that they trust government to do what is right. This is the lowest level of trust recorded for Government since before the general election in 2011.
• More concerning again is the fact that only 3% of people trust government leaders a great deal to tell the truth.
• Credibility of CEOs as a source of information about a company fell seven points to 29%. CEOs are significantly less credible than Academics (68%).
• Traditional media (newspapers, radio and television) are the most trusted source of information in Ireland (61%), followed by search engines at 50%. Only 26% of people trust social media as a source of information.
• 56% believe that government is not doing enough to regulate business with the number increasing to 81% when specifically asked about the financial services sector.
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Edelman Trust Barometer - 2014 Australia Data
1. A u s t r a l i a | # E d e l Tr u s t
#EdelTrust
2. ABOUT EDELMAN’S 14TH ANNUAL TRUST BAROMETER SURVEY
Legend
GLOBAL
RESPONSE
The 2014 Edelman Trust
Barometer surveyed 33,000
people online across 27
countries between October 16
– November 2013.
AUSTRALIA
RESPONSE
In Australia we have collected
six years of data with the
informed public and three
years of data with the general
population.
#EdelTrust
INFORMED
PUBLICS
Edelman surveys an informed public demographic
which meet the following criteria: university educated;
household income in top quartile for age; read or watch
business/news media at least several times a week;
follow public policy issues several times per week. 500
respondents interviewed in the U.S. and China and 200
in other markets including Australia.
GENERAL
POPULATION
There are 1,000 respondents surveyed per country
including Australia. The 20 minute online interviews are
conducted with general population aged 18 and over.
2
3. EDELMAN TRUST BAROMETER IN RETROSPECT
Earned media
more credible
than advertising
Truts shifts
from “authorities”
to peers
Rising influence
of NGOS
Fall of the
celebrity CEO
2001
#EdelTrust
2002
“A person like me”
emerges as credible
spokesperson
U.S. companies
in Europe suffer
trust discount
2003
2004
Young influencers
have more trust
in business
Business more trusted
than government
and media
2005
2006
2007
2008
BUSINESS TO LEAD
THE DEBATE FOR CHANGE
Trust is now
an essential line
of business
Business must
partner with
government
to regain trust
Rise of
authority figures
Crisis of
leadership
Fall of
government
2009
2010
2011
2012
2013
2014
3
4. REVERSAL OF FORTUNE: TRUST INCREASES ACROSS THE BOARD
Trust in the four institutions
TOTAL TRUST
NGOS
+6%
Business
70%
+11%
2013
2014
#EdelTrust
8%
2013
+13%
11%
2014
+6%
Media
48%
56%
42%
43%
48%
17%
Government
59%
64%
21%
TRUST A GREAT DEAL
12%
2013
16%
2014
12%
9%
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'.
(Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
2014
4
5. TRUST IN EVERY INSTITUTION AT ITS HIGHEST POINT SINCE 2009
Australia trust in the four institutions since 2009
NGOS
80%
Government
Media
70%
70%
60%
59%
56%
50%
Business
48%
40%
30%
20%
2009
#EdelTrust
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
5
6. AUSTRALIA IS ONE OF THE FEW COUNTRIES
to see a significant lift in trust
UAE
CHINA
SINGAPORE
INDONESIA
INDIA
MALAYSIA
CANADA
NETHERLANDS
60 pts.
58
+8 pts.
NEUTRAL
50
50 pts.
DISTRUSTERS
2013
#EdelTrust
MEXICO
HONG KONG
AUSTRALIA
BRAZIL
GERMANY
ARGENTINA
U.K.
SWEDEN
S. KOREA
S. AFRICA
59 pts.
59 pts.
58 pts.
57 pts.
57 pts.
53 pts.
52 pts.
51 pts.
51 pts.
50 pts.
U.S.
FRANCE
JAPAN
ITALY
TURKEY
SPAIN
IRELAND
RUSSIA
POLAND
TRUSTERS
79 pts.
79 pts.
73 pts.
72 pts.
69 pts.
65 pts.
60 pts.
60 pts.
49 pts.
46 pts.
44 pts.
43 pts.
41 pts.
39 pts.
39 pts.
37 pts.
35 pts.
2014
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). Informed Public
6
7. BUT ALSO REVEALS A GROWING DIVIDE
UAE
CHINA
SINGAPORE
INDONESIA
INDIA
MALAYSIA
CANADA
NETHERLANDS
TRUSTERS
60 pts.
58
+8 pts.
NEUTRAL
GAP 14 pts.
50
50 pts.
+5 pts.
44
39
DISTRUSTERS
2013
#EdelTrust
79 pts.
79 pts.
73 pts.
72 pts.
69 pts.
65 pts.
60 pts.
60 pts.
MEXICO
HONG KONG
AUSTRALIA
BRAZIL
GERMANY
ARGENTINA
U.K.
SWEDEN
S. KOREA
S. AFRICA
59 pts.
59 pts.
58 pts.
57 pts.
57 pts.
53 pts.
52 pts.
51 pts.
51 pts.
50 pts.
U.S.
FRANCE
JAPAN
ITALY
TURKEY
SPAIN
IRELAND
RUSSIA
POLAND
49 pts.
46 pts.
44 pts.
43 pts.
41 pts.
39 pts.
39 pts.
37 pts.
35 pts.
2014
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). Informed Public and
General Public.
7
9. RENEWED OPTIMISM TEMPERED BY DESIRE FOR MORE REGULATION
Government regulation of business and sectors
Not enough
Too much
10%
11%
12%
24%
34%
47%
Government Regulation
of Business
#EdelTrust
Government Regulation of
Financial Services Industry
34%
58%
Government Regulation
of the Energy Industry
Government Regulation of the
Food and 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 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.
9
10. AUSTRALIANS WANT GOVERNMENT TO PROTECT US
from irresponsible business practice
Most important role for government in business
59%
32%
27%
19%
11%
3%
Protect consumers from
irresponsible business
Regulate business
Build business
infrastructure
Ensure free market
access and open
competition
Financially help
business during
crises
#EdelTrust
Q149. [TRACKING] Which of the following is the most important role that government should play in business? General Publics,
Australia
10
11. AUSTRALIANS WANT GOVERNMENT TO PROTECT US
from irresponsible business practice
Most important role for government in business
53%
32%
23%
Protect consumers from
irresponsible business
#EdelTrust
27%
30%
Regulate business
19%
26%
Build business
infrastructure
11%
5%
Ensure free market
access and open
competition
Q149. [TRACKING] Which of the following is the most important role that government should play in business? General Publics,
Informed Public, Australia
3%
1%
Financially help
business during
crises
11
13. ENERGY AND TELCO INDUSTRIES LEAD OVERALL INCREASE IN TRUST
Trust businesses in industries
2013
vs.
2014
Technology
Consumer electronic manufacturing
Brewing and spirits
Food and beverage
Entertainment
Consumer packaged goods
Automotive
Consumer health companies
Pharmaceuticals
Telecommunications
Financial services
Banks
Energy
Chemicals
Media
77%
75%
72%
71%
71%
70%
67%
63%
62%
58%
54%
53%
53%
49%
42%
10%
#EdelTrust
20%
30%
40%
50%
60%
70%
(+12)
(+09)
(+14)
(+08)
(+13)
(+14)
(+11)
(+08)
(+07)
(+15)
(+11)
(+13)
(+20)
(+07)
(+11)
80%
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.
13
14. ENERGY AND TELCO INDUSTRIES LEAD OVERALL INCREASE IN TRUST
Trust businesses in industries
2013
vs.
2014
Technology
Consumer electronic manufacturing
Brewing and spirits
Food and beverage
Entertainment
Consumer packaged goods
Automotive
Consumer health companies
Pharmaceuticals
Telecommunications
Financial services
Banks
Energy
Chemicals
Media
77%
75%
72%
71%
71%
70%
67%
63%
62%
58%
54%
53%
53%
49%
42%
10%
#EdelTrust
20%
30%
40%
50%
60%
70%
(+12)
(+09)
(+14)
(+08)
(+13)
(+14)
(+11)
(+08)
(+07)
(+15)
(+11)
(+13)
46% (+8)
46% (+8)
(+20)
(+07)
(+11)
80%
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.
14
15. NUANCE WITHIN EACH INDUSTRY SECTOR
Trust businesses in each industry sector
Financial Services Industry
Food and Beverage Industry
Financial Services
Industry overall
46%
Food
Industry overall
Banks
46%
Energy Industry
Food and
Beverage Retailers
Financial Advisory/
Asset Management
Insurance
Credit Cards/
Payments
43%
68%
63%
62%
Food Service
38%
Food and Beverage
Manufacturers
38%
Fast Food
Restaurants
61%
45%
51%
Natural Gas
Utilities
Mining
Energy Industry
overall
Oil
#EdelTrust
71%
Renewables
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.
45%
44%
41%
39%
15
16. LOW TRUST IN CHINA
despite being Australia’s largest two-way trading partner
Trust in companies headquartered in the following countries
26%
68%
62%
50%
74%
China
Japan
U.S.
South Korea
U.K.
1
2
3
4
6
TWO-WAY TRADE PARTNERS
#EdelTrust
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.
Australia's Top Two Way Trading Partners, DFAT Trade at a Glace 2012 Report based on ABS trade data
16
17. FAMILY-OWNED AND SMALL-AND MEDIUM-SIZED BUSINESSES
have a trust advantage as Aussies prove skeptical of big business
Trust in different types of businesses
42%
49%
Big
business
State0wned
#EdelTrust
51%
Publiclytraded
57%
Privately-held
67%
Small-and
medium-sized
76%
Family-owned
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) General Publics.
17
18. PUBLICLY TRADED COMPANY SEEN AS HAVING MORE POLITICAL INFLUENCE
and being less responsive to customer
Phrases associated with publicly-traded & privately-held businesses
42%
49%
Big
business
State0wned
51%
Publiclytraded
57%
67%
Privately-held
Small-and
medium-sized
76%
Family-owned
RESPONSIVE TO CUSTOMER NEEDS
Privately-held: 65%
Privately-held: 41%
Publicly-traded: 55%
#EdelTrust
HAVE TOO MUCH POLITICAL INFLUENCE
Publicly-traded: 57%
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.
18
20. RISE IN CREDIBILITY OF INTERNAL SPOKESPEOPLE
Employees continue to be more credible than CEOs
Credibility of spokespeople
2009
Academic or expert
Technical expert in the company
2014
70%
*
GAP
68%
-2
65%
Financial or industry analyst
54%
54%
0
Regular employee
33%
53%
+20
A person like yourself
41%
52%
+11
NGO representative
47%
48%
+1
Government official or regulator
45%
43%
-2
CEO
19%
39%
+20
*Not tested in 2009
#EdelTrust
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.
20
21. THERE IS VERY LITTLE TRUST IN BUSINESS OR GOVERNMENT LEADERS
to tell the truth and act with integrity
Australia trust in business and government leaders to do the following
Government leaders
13%
Trust on a
global scale
07%
Trust a
great deal
30%
Somewhat
trust
60%
Do not
trust at all
Tell you the truth, regardless
of how complex or unpopular it is
#EdelTrust
Business leaders
07%a
Trust
great deal
20%on a
Trust
global scale
41%
Somewhat
trust
48%
Do not
trust at all
Tell you the truth, regardless
of how complex or unpopular it is
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much
do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
21
23. ACTIONS CEOS CAN TAKE TO BUILD TRUST
Actions a CEO can take to build trust in themselves and their company
88%
Communicate clearly
and transparently
87%
Tell the truth,
regardless of how
complex or unpopular it is
84%
83%
Engages with employees
regularly to discuss the
state of the business
Is front and center during
challenging times (products
recall, lawsuits, etc…)
56%
Has an active
media presence
#EdelTrust
72%
Is personally involved in
supporting local charities
and good causes
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) General Population.
23
24. IT TAKES A CHORUS LEAD BY YOUR EMPLOYEES
seen as most credible for customer service, business practices
Most trusted to provide credible and honest information
Company’s CEO
Company’s employee
Activist consumer
Academic
36%
32%
31%
33%
30%
29%
28%
25%
25%
19%
17%
17%
30%
24%
32%
24%
23%
21%
18%
15%
Customer service
Crisis
Innovation
Business practices
Leadership
How a company serves
its customers and
prioritises customer
needs ahead of
company profits.
A company
situation in a time
of crisis
A Company’s
innovation efforts
and new product
development.
A company’s
business practices,
both positive &
negative
Accomplishments
and information about
a company’s senior
leadership.
#EdelTrust
Q197-201. We would now like you to think about different types of information you may read, see or hear about a company. For each
topic, please select which person you trust MOST to provide you with credible and honest information about a company. General
Publics.
24
25. A DIVERSIFIED CHANNEL ENGAGEMENT STRATEGY
is reinforced by the levels of trust across the different media sources
Trust in different sources of information
63%
TRADITIONAL MEDIA
41%
OWNED MEDIA
#EdelTrust
51%
HYBRID MEDIA
31%
SOCIAL 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 9-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) Informed Publics.
25
26. MAKE IT FINDABLE: THE POWER OF SEARCH
56% trust online search
First sources of information
First source to turn to for
GENERAL BUSINESS
information
First source to turn to for
BREAKING NEWS
about business
First source to turn to for
CONFIRM/VALIDE
breaking news about business
31%
21%
23%
22%
35%
18%
34%
27%
18%
Online search
Television
Newspaper
Online search
Television
Newspaper
Online search
Television
Newspaper
#EdelTrust
Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for
breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news
about business? 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 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box,
Trust) General Population
26
27. BUSINESS HAS A LONG WAY TO GO TO MEET AUSTRALIAN EXPECTATION
Business importance vs. business performance on 16 trust drivers
Listen to customer
-39
Is ethical
61% Importance
22% Performance
-39
Treats employees well
61% Importance
22% Performance
-39
High quality products
60% Importance
26% Performance
-34
Acts responsibly in crisis
59% Importance
23% Performance
-36
Customers before profits
59% Importance
20% Performance
-39
Transparent & open
57% Importance
19% Performance
-38
Communicates often
52% Importance
19% Performance
-33
Positively impacts community
46% Importance
18% Performance
-28
Addresses society needs
45% Importance
17% Performance
-28
Protects environment
45% Importance
17% Performance
-28
Admired top leadership
34% Importance
17% Performance
-17
Innovator
33% Importance
25% Performance
-08
Partners with NGOs
33% Importance
14% Performance
-19
Consistent financial returns
30% Importance
22% Performance
-08
Top global company
#EdelTrust
62% Importance
23% Performance
29% Importance
16% Performance
-13
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, 27-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) General Publics.
27
28. A u s t r a l i a | # E d e l Tr u s t
www.edelman.com.autrust
#EdelTrust