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Estudo de Confiança Edelman - Trust Barometer
- 1. TRUST BAROMETER BRASIL 2012"
- 2. 2012 Edelman Trust Barometer – La5n America Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-‐64 35-‐64 TwelFh annual study Indicates Global Data Online survey in 25 countries 30,000+ respondents LATAM Indicates LaOn America Region Data 1,000 general popula5on respondents per country Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-‐64 § (Trending data among Ages 35-‐64) College-‐educated In top 25% of household income per age group in each country Report significant media consumpOon and engagement in business news and public policy La5n America (LATAM) select countries: Brazil, Mexico, ArgenOna * This year Informed Publics were surveyed via online methodology instead of telephone 2 © Edelman, 2012. All rights reserved.
- 3. Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essenOal 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 shi`s from “authoriOes” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than adverOsing 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs 3 © Edelman, 2012. All rights reserved.
- 4. 4 © Edelman, 2012. All rights reserved.
- 5. Although nearly twice as many countries across the globe are now skep5cs, Mexico remains a “Truster” in 2012; While Argen5na and Brazil move from ‘Trusters’ to ‘Neutral’ 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 65 TRUSTERS India Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argen5na 62 Canada 58 India 56 Italy 56 Italy 56 Argen5na 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four insOtuOons. Informed Publics ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 5 © Edelman, 2012. All rights reserved.
- 6. AFer last year’s spike, Brazil’s trust returns to level seen in prior years TRUST INDEX: BRAZIL 100 90 78 80 70 59 59 60 57 53 53 50 50 49 47 40 30 20 10 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 Composite score is an average of a country’s trust in all four insOtuOons. Informed Publics ages 35-‐64 in Brazil 6 © Edelman, 2012. All rights reserved.
- 7. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-‐64 TRUST IN INDUSTRIES Business Media NGOs Government 75% -‐ 12 -‐ 21 -‐ 26 Energy 29% -‐46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -‐21 55% Financial services 38% -‐17 71% Banks 51% -‐20 CREDIBLE SPOKESPEOPLE -‐38 -‐23 70% -‐43 -‐55 67% -‐43 65% 63% 59% -‐26 TRUST IN INFORMATION SOURCES -‐30 48% 42% -‐17 40% -‐16 -‐26 -‐13 -‐13 39% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst Q11-‐14. [TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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); Q16-‐26. [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); Q119-‐126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard informaOon about a company from each person, how credible would the informaOon be-‐-‐extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-‐160. [TRACKING] Below is a list of places where you might get informaOon about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of informaOon about a company. (Top Box -‐ % Trust A Great Deal) Informed Publics ages 25-‐64 in Japan 7 © Edelman, 2012. All rights reserved.
- 8. Globally, trust in three of four ins5tu5ons declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 47% 2012 General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs Q11-‐14. [TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) AND General PopulaOon in 25 country global total 8 © Edelman, 2012. All rights reserved.
- 9. Brazil trust in all ins5tu5ons decreases since 2011; steepest decline in government TRUST IN INSTITUTIONS – BRAZIL 2011 2012 -‐ 17 -‐ 13 83% 79% 79% 72% -‐ 39 62% -‐ 56 58% 40% 27% NGOs Business Media Government LATAM Q11-‐14. [TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in the LaOn America Region 9 © Edelman, 2012. All rights reserved.
- 10. Several mature economies see double-‐digit drops in business trust; Also drops significantly in Brazil, but steady in Mexico & Argen5na TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-‐14. [Business in General TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 10 © Edelman, 2012. All rights reserved.
- 11. China is the only country across the globe to see trust in business rise; Brazil experiences significant drop in trust while Russia and India levels are steady TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-‐14. [Business in General TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 11 © Edelman, 2012. All rights reserved.
- 12. La5n America more trus5ng of nearly all industries than their global peers; But the same industries are trusted most in LATAM and global TRUST IN INDUSTRIES – GLOBAL AND LATIN AMERICA REGION 2011 2012 2012 LATAM Technology 80% Technology 79% 87%* #1 TelecommunicaOons 67% AutomoOve 66% 81%* #2 2009: AutomoOve 67% Food and beverage 64% 79%* #3 58% Food and beverage 64% Consumer packaged goods 62% 73%* PharmaceuOcals 61% TelecommunicaOons 60% 63% Energy 60% Brewing and spirits 59% 70%* Consumer packaged goods 57% PharmaceuOcals 56% 69%* Brewing and spirits 57% Energy 53% 65%* Media 52% Media 51% 55% Banks 50% Banks 47% 54%* Financial services 48% Financial services 45% 56%* *Significant difference at 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -‐16 the 95% confidence level vs. 2012 global Q16-‐26. [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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and the LaOn America Region & Informed Publics ages 35-‐64 in 18 country global total 12 © Edelman, 2012. All rights reserved.
- 13. Technology is s5ll the most trusted in Brasil; Energy and Telecomm decline. TRUST IN INDUSTRIES – BRAZIL 2011 2012 Technology 93% Technology 86% -‐ 7 Energy 92% Food and beverage 77% -‐ 12 Telecommunications 90% Automotive 75% -‐ 10 Food and beverage 89% Pharmaceuticals 75% -‐ 11 Pharmaceuticals 86% Brewing and spirits 71% -‐ 14 Automotive 85% Consumer packaged goods 71% -‐ 13 Brewing and spirits 85% Energy 67% -‐ 25 Consumer packaged goods 84% Media 59% -‐ 22 Media 81% Banks 56% -‐ 13 Banks 69% Telecommunications 55% -‐ 35 Financial services 69% Financial services 53% -‐ 16 Q16-‐26. [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 ages 25-‐64 in Brazil 13 © Edelman, 2012. All rights reserved.
- 14. Over the past year, drama5c fall for banks in Brazil and Mexico, while Argen5na’s trust holds steady TRUST IN BANKS ArgenOna Brazil Mexico 100% 90% 80% 75% 67% 70% 61% 60% 59% 59% 69% 60% 50% 56% 53% 52% 52% 51% 40% 43% 38% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-‐26. [Banks 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 ages 35-‐64 in LaOn America countries 14 © Edelman, 2012. All rights reserved.
- 15. Majority of countries now distrust government; trust declines in Argen5na and Brazil, while Mexico levels are stable but low TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49% 50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-‐14. [Government in General TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 15 © Edelman, 2012. All rights reserved.
- 16. Trust in government also falls in Brazil and Argen5na since 2011; however, Mexico trust is steady TRUST IN GOVERNMENT ArgenOna Brazil Mexico 100% 90% 85% 80% 70% 60% 49% 50% 44% 54% 41% 40% 43% 42% 36% 39% 35% 30% 32% 20% 20% 10% 0% 2008 2009 2010 2011 2012 Q11-‐14. [Government in General TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in LaOn America countries 16 © Edelman, 2012. All rights reserved.
- 17. Media only ins5tu5on to see trust rise globally; decreases in Brazil and Argen5na while steady in Mexico TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52% 50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A Q11-‐14. [Media in General TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 17 © Edelman, 2012. All rights reserved.
- 18. Skep5cism requires repe55on NUMBER OF TIMES NEEDED TO HEAR INFORMATION – BRAZIL Ten or more 5mes (10+), Once (1), 8% 11% Six to Nine 5mes (6-‐9), 5% Twice (2), 20% Four or Five 5mes (4 -‐ 5), 20% Three 5mes (3), 36% Three to Five 5mes 56% Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is posiOve or negaOve. How many Omes in general do you need to be exposed to something about a specific company to believe that the informaOon is likely to be true? Please enter the number of Omes below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-‐64 in Brazil 18 © Edelman, 2012. All rights reserved.
- 19. Diversifica5on of Media TRUST IN INFORMATION SOURCES 2011 Informed Public 2012 Informed Public + 10% 29% 32% + 18% 22% 26% + 75% + 23% 14% 16% 13% 8% TRADITIONAL ONLINE MULTIPLE SOURCES SOCIAL MEDIA CORPORATE Q149-‐160. [TRACKING] Below is a list of places where you might get informaOon about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of informaOon about a company. (Top Box -‐ % Trust A Great Deal) Informed Publics ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) 19 © Edelman, 2012. All rights reserved.
- 20. Diversifica5on of Media TRUST IN INFORMATION SOURCES – BRAZIL 2011 Informed Public 2012 Informed Public 56% 51% 48% 42% 27% 27% 25% 21% TRADITIONAL ONLINE MULTIPLE SOURCES SOCIAL MEDIA CORPORATE Q149-‐160. [TRACKING] Below is a list of places where you might get informaOon about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of informaOon about a company. (Top Box -‐ % Trust A Great Deal) Informed Publics ages 25-‐64 in Brazil 20 © Edelman, 2012. All rights reserved.
- 21. NGOs s5ll most trusted ins5tu5on, despite some drops; trust steady and high in Argen5na and Mexico but Brazil’s trust decreases TRUST IN NON-‐GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51% 49% 50% 48% 42% 41% 30% 28% N/A N/A Q11-‐14. [Non-‐governmental organizaOons (NGOs) TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 25-‐64 in 20 country global total (excludes ArgenOna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 21 © Edelman, 2012. All rights reserved.
- 22. Trust in NGOs remains high in Mexico and Argen5na; steep drop in Brazil TRUST IN NON-‐GOVERNMENTAL ORGANIZATIONS (NGOS) ArgenOna Brazil Mexico 90% 80% 75% 71% 70% 72% 64% 67% 60% 50% 40% 40% 30% 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-‐14. [Non-‐governmental organizaOons (NGOs) TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 35-‐64 in LaOn America region countries 22 © Edelman, 2012. All rights reserved.
- 23. Trust in NGOs rises over 5me in China and India, but steep drop seen in Brazil while Russia returns to 2007 trust level TRUST IN NON-‐GOVERNMENTAL ORGANIZATIONS (NGOS) Brazil Russia India China 80% 79% 70% 68% 60% 64% 52% 50% 40% 40% 30% 31% 27% 27% 20% 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-‐14. [Non-‐governmental organizaOons (NGOs) TRACKING] Below is a list of insOtuOons. For each one, please indicate how much you trust that insOtuOon 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 ages 35-‐64 in Brazil, Russia, India, and China 23 © Edelman, 2012. All rights reserved.
- 24. 24 © Edelman, 2012. All rights reserved.