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Robert Phillips ICCO Summit 2011
This document discusses trends in trust over the past decade based on Edelman's annual trust surveys. Some key points: - Trust in business and NGOs is higher than trust in government and media. Young people and those in developing countries have more trust in business than authorities. - When a company is trusted, people are more likely to believe positive information about it. A trusted reputation protects a company. - Trust has shifted from authorities to peers and ordinary people. Business must partner with government and others to regain lost trust. - Trust is now essential for business success. Shared values and good corporate citizenship can help build trust over time through meaningful, continuous, and transparent participation.
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Robert Phillips ICCO Summit 2011
- 1. WHO DO WETRUST? Robert Phillips President & CEO Edelman EMEA Edelman
- 2. TEN YEARS OFTRUST DATA Business more U.S. companies trusted than in Europe suffer Trust protects government reputation trust discount and media Business must “A person partner with Earned like me” government media more emerges as to regain trust credible credible Rising than spokesperson Influence of advertising Trust is now NGOs Young an influencers essential Trust shifts line of Fall of the from have more trust in business celebrity “authorities” CEO to peers business 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
- 3. TRUST PROTECTS REPUTATION Whena company When a company is distrusted is trusted 57%information negative will believe after hearing it 1-2 times 51% will believe positive information after hearing it 1-2 15% times 25% will believe will believe positive negative information information after hearing after hearing it 1-2 times it 1-2 times
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- 12. TRUST IN GOVERNMENTIS HIGHER IN RUSSIA & CHINA THAN US & UK 90% 80% 70% 72% 60% 50% 46% 39% 40% 37% 30% 20% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
- 13. TRUST IN INSTITUTIONS 90% 80% 70% 63% 63% 55% 60% NGOs 59% 54% 45% 46% 50% BUSINESS 46% 36% 43% 46% GOVERNMENT 40% 40% 31% 30% 38% 30% MEDIA 27% 20% 2008 2009 2010 2011
- 14. “Here is thefact of the age. People believe nothing. They believe everything is spin and lies. When people believe nothing, they believe anything” Peggy Noonan
- 17. SHARED VALUES PAYS DIVIDENDS 70% 65% 69% ENERGY COMPANY 65% FOOD & BEVERAGE COMPANY 58% 60% 61% 53% 56% RETAIL COMPANY 55% 50% 45% 40% 2009 2010 2011
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- 20. 70% NGOS ARE TRUSTED 60% 59% 54% 52% 53% 48% 53% 50% 40% 36% 31% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
- 22. SIX MACRO TRENDS 1.Shift from Shareholder to a Stakeholder Society 2. The oscillating fortunes of Governments 3. The continued rise of Civil Society & Citizenship 4. The continued dispersion of authority 5. Transparency & Accountability 6. The convergence of everything
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- 25. transparency Treats employees well quality employee welfare HIGH QUALITY TRUST products or services TRUST to investors financial returns consistent Delivers services & ideas innovator of new products, Communicates FREQUENTLY & HONESTLY on state of its business GOOD CORPORATE CITIZEN A COMPANY I CAN TRUST prices its brands fairly & competitively transparent & HONEST business practices HIGHLY-REGARDED & widely ADMIRED top leadership