Download as PDF, PPTX
![PG 4
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA:
60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
% Trust
53
78
70 71
60
45
48
40 40
35
42
30
19
79
70
61
63
55
58 59
54
48
63
54
41
44
37
40
51
80 79
76
62
51 50
48 47
44 43 42
20
77
59 57 56
52
47 46 45 43 41 40
38
34 34
31](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-4-2048.jpg)
![PG 5
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
TRUST IN NGOS:
STILL MOST TRUSTED BUT NOW WANING
2014 2015
Informed
Public
% Trust
66
76
73
64
62 61 62
59
47
75 74
84
76 76
70
75
67
70
77
67 66
69
58
67
58
41
47
37
63
81
77
71 70
65 64 63
58
74 73 72 71 71
68 67 67 66
63 62 61
59
57
51
48
38 37
29](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-5-2048.jpg)
![PG 6
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what
is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4
Box, Trust) Informed Publics, 27-country global total.
TRUST IN GOVERNMENT:
19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
32
37
34
28
19
24
18
21
75
63
56
51
54
45
43
45 45
23
17
48
90
82 82
72
65
54
50
43 42 41
37
33
30 28 26 26
70
59
49 49
45
42 41 40
33
21
16](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-6-2048.jpg)
![PG 7
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
TRUST IN BUSINESS:
HALF BELOW 50%
Informed
Public
2014 2015
59
82 82
79
70
54
63
58
45 45
43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43
41
39
57
85 84 84
73
66
64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-7-2048.jpg)
![PG 9
50%
76% 75% 75% 74%
70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN:
BRIC COUNTRIES REMAIN DISTRUSTED
Most Trusted
Informed
Public
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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-9-2048.jpg)
![PG 12
63%
59%
77%
46%
59%
83%
15% 12%
5%
15% 13%
4%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public
2014 TRUST BAROMETER:
50%
say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION:
NOT ENOUGH
GOVERNMENT REGULATION
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, China. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food
and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much)
Informed Publics, China.](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-12-2048.jpg)
![PG 17
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, Trust)
Informed Publics, in China.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN CHINA
COMPANY TECHNICAL EXPERT MOST TRUSTED
70% 71%
68%
59%
57%
44%
51%
45%
69%
66%
64%
58%
55%
50%
46% 45%
Company
Technical Expert
A Person
Like Yourself
NGO
Representative
Academic or
Industry Expert
CEO Government
Official
or Regulator
Regular
Employee
Financial or
Industry Analyst
2014 2015
More Trust Less Trust
Informed
Public](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-17-2048.jpg)
![PG 20
32%
34%
31%
32%
37%
36%
32%
38%
39%
32%
33%
37%
34%
31%
35%
34%
48%
44%
45%
42%
53%
50%
56%
51%
62%
54%
58%
58%
55%
55%
56%
60%
Delivers Consistent Financial Returns To Investors
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired
Has Highly-Regarded And Widely Admired Top Leadership
Partners With NGOs, Government And Third Parties To Address Societal Issues
Addresses Society'S Needs In Its Everyday Business
Creates Programs That Positively Impact The Local Community
Works To Protect And Improve The Environment
Is An Innovator Of New Products, Services Or Ideas
Offers High Quality Products Or Services
Communicates Frequently And Honestly On The State Of Its Business
Places Customers Ahead Of Profits
Listens To Customer Needs And Feedback
Treats Employees Well
Has Transparent And Open Business Practices
Takes Responsible Actions To Address An Issue Or A Crisis
Has Ethical Business Practices
INTEGRITY AND ENGAGEMENT ARE IMPORTANT
Informed
Public
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE
OPERATIONS
PURPOSE
PRODUCTS
INTEGRITY
ENGAGEMENT
Gap
-26
-21
-24
-21
-21
-25
-22
-23
-13
-24
-14
-16
-10
-14
-10
-16
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. Informed Publics, China.
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". Informed Publics, China.
*Excludes don’t know responses](https://image.slidesharecdn.com/trustchinadeckshorterversion-en-0202-print-150209233630-conversion-gate01/75/2015-Edelman-Trust-Barometer-China-20-2048.jpg)
Uploaded byEdelman APACMEA
2015 Edelman Trust Barometer China
This document provides results from Edelman's 2015 Trust Barometer survey in China. Some key findings include: - Trust levels in China are high compared to other countries surveyed, with China having the second highest level of trust. However, trust declined in China from 2014 to 2015. - Of the institutions surveyed, NGOs have the highest level of trust in China but trust is declining. Government and business have very low levels of trust, with most Chinese distrusting government. - Trust in media is also low, with 60% of countries surveyed distrusting media. Traditional media and online search engines are most trusted sources of news and information in China. - When it comes to business, state
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2015 Edelman Trust Barometer China
- 1. 2015 EDELMAN TRUST BAROMETER CHINARESULTS2015 EDELMAN TRUST BAROMETER CHINA RESULTS
- 2. PG 2 EDELMAN’S 15thAnnual TRUST BAROMETER METHODOLOGY Informed Public • 500 respondents in U.S. and China, and 200 in other countries • Ages 25-64 • College-educated • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets
- 3. PG 3 China 79 UAE79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Hong Kong 59 Mexico 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 S. Korea 51 Sweden 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Ireland 39 Spain 39 Russia 37 Poland 35 NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX: TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 45 Turkey 40 Ireland 37 Japan 37 2015 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 GLOBAL 55 DISTRUSTERS from 33% to 48% in 2015 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Informed Public
- 4. PG 4 Lower/Equal Trustin 15 CountriesIncreased Trust in 12 Countries 50% TRUST IN MEDIA, 2014 VS. 2015 TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA 2014 2015 Informed Public Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. % Trust 53 78 70 71 60 45 48 40 40 35 42 30 19 79 70 61 63 55 58 59 54 48 63 54 41 44 37 40 51 80 79 76 62 51 50 48 47 44 43 42 20 77 59 57 56 52 47 46 45 43 41 40 38 34 34 31
- 5. PG 5 Lower/Equal Trustin 19 CountriesIncreased Trust in 8 Countries 50% TRUST IN NGOS, 2014 VS. 2015 Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total. TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING 2014 2015 Informed Public % Trust 66 76 73 64 62 61 62 59 47 75 74 84 76 76 70 75 67 70 77 67 66 69 58 67 58 41 47 37 63 81 77 71 70 65 64 63 58 74 73 72 71 71 68 67 67 66 63 62 61 59 57 51 48 38 37 29
- 6. PG 6 Lower Trustin 11 CountriesIncreased Trust in 16 Countries % Trust 50% TRUST IN GOVERNMENT, 2014 VS. 2015 Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT Informed Public 2014 2015 45 88 53 76 53 60 27 49 42 32 37 34 28 19 24 18 21 75 63 56 51 54 45 43 45 45 23 17 48 90 82 82 72 65 54 50 43 42 41 37 33 30 28 26 26 70 59 49 49 45 42 41 40 33 21 16
- 7. PG 7 Lower Trustin 16 CountriesIncreased Trust in 11 Countries % Trust 50% TRUST IN BUSINESS, 2014 VS. 2015 Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total. TRUST IN BUSINESS: HALF BELOW 50% Informed Public 2014 2015 59 82 82 79 70 54 63 58 45 45 43 38 73 77 72 71 56 51 59 53 62 58 57 45 49 43 41 39 57 85 84 84 73 66 64 60 53 48 45 43 72 70 67 61 52 49 48 48 47 46 45 45 42 41 38 36
- 8. PG 8 FOUR KEYFACTORS AFFECT TRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months
- 9. PG 9 50% 76% 75%75% 74% 70% 69% 68% 65% 62% 51% 51% 50% 38% 36% 35% 34% 31% TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED Most Trusted Informed Public 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
- 10. PG 10 50% 57% 68% State-owned BigBusiness Family-owned Informed Public 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, in China and 27-country global total. GLOBAL CHINA TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. CHINA ENTERPRISE TYPE 74% 83% 61% State-owned Big Business Family-owned
- 11. PG 11 THE PACEOF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN CHINA TODAY IS … Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in China. TRUST IN BUSINESS INNOVATION PACE IS TOO FAST BY A 2-TO-1 MARGIN 59% Too Fast19% Too Slow Informed Public 21% Just Right 51% Too Fast28% Too Slow 19% Just Right
- 12. PG 12 63% 59% 77% 46% 59% 83% 15% 12% 5% 15%13% 4% Business Financial Services Industry Health Industry Technology Industry Energy Industry Food and Beverage Industry Informed Public 2014 TRUST BAROMETER: 50% say the most important role for government in business is to protect consumers and regulate business NOT ENOUGH REGULATION TOO MUCH REGULATION GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED TO BE: BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION 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, China. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, China.
- 13. PG 13 ACTIONS THATINCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN CHINA Informed Public Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in China. Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in China. ENGAGEMENT AND THIRD PARTY VALIDATION ARE ESSENTIAL Make test results available publicly for review 86% Partner with an academic institution 80% Run a clinical trial or beta test 80% Partner with an NGO 77% Partner with government 74% 55% AGREE: New developments are not tested enough
- 14.
- 15. PG 15 Q178-182. Whenlooking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, in China. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN CHINA SEARCH ENGINES AND TRADITIONAL MEDIA ARE MOST TRUSTED Informed Public 80% 83% 84% 80% 81% 80% 79% 75% 76% 77% 78% 73% 81% 80% 85% 80% 74% 69% 69% 68% 2012 2013 2014 2015 Traditional Media Online Search Engines Social Media Hybrid Media Owned Media
- 16. PG 16 HIGH LEVELOF TRUST IN INFORMATION POSTED ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN CHINA SEARCH ENGINES ARE EVERYWHERE Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in China. Q184. What is the first source you go to for breaking news about business? Informed Publics, in China. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in China. 7% 4% 4% 29% 24% 23% 32% 44% 43% 2013 2014 2015 11% 7% 10% 34% 32% 29% 28% 32% 33% 2013 2014 2015 10% 7% 7% 40% 34% 34% 19% 23% 26% 2013 2014 2015
- 17. PG 17 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, Trust) Informed Publics, in China. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN CHINA COMPANY TECHNICAL EXPERT MOST TRUSTED 70% 71% 68% 59% 57% 44% 51% 45% 69% 66% 64% 58% 55% 50% 46% 45% Company Technical Expert A Person Like Yourself NGO Representative Academic or Industry Expert CEO Government Official or Regulator Regular Employee Financial or Industry Analyst 2014 2015 More Trust Less Trust Informed Public
- 18.
- 19. PG 19 Edelman TrustBarometer research reveals 16 specific attributes which build trust. These can be grouped into five performance clusters listed here in rank order of importance. 19 16 KEY ATTRIBUTES TO BUILDING TRUST DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES OPERATIONS WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS PURPOSE IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS OFFERS HIGH QUALITY PRODUCTS OR SERVICES PRODUCTS & SERVICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES HAS ETHICAL BUSINESS PRACTICES INTEGRITY COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS ENGAGEMENT
- 20. PG 20 32% 34% 31% 32% 37% 36% 32% 38% 39% 32% 33% 37% 34% 31% 35% 34% 48% 44% 45% 42% 53% 50% 56% 51% 62% 54% 58% 58% 55% 55% 56% 60% Delivers ConsistentFinancial Returns To Investors Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired Has Highly-Regarded And Widely Admired Top Leadership Partners With NGOs, Government And Third Parties To Address Societal Issues Addresses Society'S Needs In Its Everyday Business Creates Programs That Positively Impact The Local Community Works To Protect And Improve The Environment Is An Innovator Of New Products, Services Or Ideas Offers High Quality Products Or Services Communicates Frequently And Honestly On The State Of Its Business Places Customers Ahead Of Profits Listens To Customer Needs And Feedback Treats Employees Well Has Transparent And Open Business Practices Takes Responsible Actions To Address An Issue Or A Crisis Has Ethical Business Practices INTEGRITY AND ENGAGEMENT ARE IMPORTANT Informed Public BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE OPERATIONS PURPOSE PRODUCTS INTEGRITY ENGAGEMENT Gap -26 -21 -24 -21 -21 -25 -22 -23 -13 -24 -14 -16 -10 -14 -10 -16 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. Informed Publics, China. 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". Informed Publics, China. *Excludes don’t know responses
- 21. PG 21 BUILDING ANDDEFENDING TRUST CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY 53% 48% 47% Lacks Economic Growth Fails to Contribute to the Greater Good Provides Few/No Public Services 51% 50% 47% Produces Economic Growth/Helps me and My Family Live a Fulfilling Life Allows Me to Be a Productive Member of Society Contributes to the Greater Good Reasons Trust in Business Has Increased in CHINA Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in China. Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in China. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in China. Reasons Trust in Business Has Decreased in CHINA 48% 52% 86% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
- 22. PG 22 BEHAVIOR BASEDON TRUST IN CHINA TRUST MATTERS Informed Public Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, China. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, China. Trusted CompaniesDistrusted Companies Refused to buy products/services Chose to buy products/services-72% 87% Criticized them to a friend/colleague Recommended them to a friend/colleague-61% 83% Paid more for products/services 73% Shared negative opinions online Shared positive opinions online-52% 70% Defended company 51%I sold shares I bought shares-39% 45%
- 23. PG 23 TAKE AWAYFOR YOU Create a narrative around “transparency and openness”, “ethical business practices” and “placing customers ahead of profits” to build your brand equity. Get third party validation and maximize public review of test results to increase Trust in your story Make all your information searchable online. Take the long-term approach. Avoid taking short-cuts Use company technical expert or “a person like you” to articulate your story and engage your audience.
- 24.