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Similaire à 2012 Edelman Trust Barometer Canada and Global Results
Similaire à 2012 Edelman Trust Barometer Canada and Global Results (13)
2012 Edelman Trust Barometer Canada and Global Results
- 1. 2012
EDELMAN TRUST BAROMETER
CANADA AND GLOBAL RESULTS
1 © Edelman, 2012. All rights reserved.
- 2. 2012 Edelman Trust Barometer – Canada Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64
Twelfth annual study
Indicates Global Data
Online survey in 25 countries
Indicates Canada Data
30,000+ respondents
1,000 general population 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 consumption and
engagement in business news and public policy
Canada sample:
1,000 general population respondents
& an oversample of 200 informed publics
* 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 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 © Edelman, 2012. All rights reserved.
- 4. 4 © Edelman, 2012. All rights reserved.
- 5. Distrust is growing; nearly twice as many countries are now skeptics
Canada remains in neutral zone
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 TRUSTERS
India 65
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Argentina 62 Canada 58
India 56 Italy 56
Italy 56 Argentina 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 institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 23 countries
5 © Edelman, 2012. All rights reserved.
- 6. 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
-43
65% 67%
63%
59% -26 TRUST IN INFORMATION SOURCES
-30
48%
42% -17 -16 -26 -13 -13
39% 40%
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 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 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 information about a company from ea ch person, how credible
would the information 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 information 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 information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan
6 © Edelman, 2012. All rights reserved.
- 7. Canadian trust in NGOs, business, government, media holds steady
TRUST IN INSTITUTIONS – CANADA
2011
Informed Public
2012
Informed Public
56% 56%
2012 52%
General Public 50% 51%
46%
Government Business
72%
66%
54% 56%
50%
45%
Media
NGOs
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 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Canada
7 © Edelman, 2012. All rights reserved.
- 8. Several mature economies see double-digit drops in business trust;
Trust in business steady in Canada and U.S.
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81%
78%
71%
70% 69%
64% 63%
61% 62% 63%
56% 56% 57%
53% 53% 52% 53%
50% 50%
50% 46% 46% 47% 48%
46%
43% 44%
41% 41%
38%
34%
31% 32%
28%
N/A N/A
Global China Canada U.S. Russia India Italy Indonesia Ireland U.K. Argentina Japan South Germany Brazil France Spain
Korea
Q11-14. [Business in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries
8 © Edelman, 2012. All rights reserved.
- 9. In Canada, technology, food & beverage and brewing & spirits maintain top
three spots; several industries see trust gains in past year
TRUST IN INDUSTRIES – CANADA AND GLOBAL
2012
2011 2012
Technology 68% Technology 75% #1 79%
Brewing and spirits 58% Food and beverage 72% + 16 #3 64%
Food and beverage 56% Brewing and spirits 70% + 12 59%
Banks 52% Consumer packaged goods 65% + 15 62%
Automotive 51% Automotive 61% + 10 #2 66%
Telecommunications 51% Banks 56% 47%
Consumer packaged goods 50% Financial services 56% + 13 45%
Energy 46% Telecommunications 56% 60%
Financial services 43% Media 55% + 13 51%
Pharmaceuticals 43% Pharmaceuticals 55% + 12 56%
Media 42% Energy 51% 53%
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 Canada and 20-country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE).
9 © Edelman, 2012. All rights reserved.
- 10. Majority of countries now distrust government; trust levels stable in
Canada and U.S. from 2011 to 2012
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88%
85%
75%
62%
56%
53% 54%
52% 52%
50% 51%
50% 49%
43% 44% 43% 43% 45% 43%
40% 39% 40%
38% 36%
35%
33% 33% 33% 32%
31%
31%
26% 25%
20% 20%
Q11-14. [Government in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries
10 © Edelman, 2012. All rights reserved.
- 11. Media only institution to see trust rise, driven in part by U.S. increase;
In Canada, media trust steady over past year
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
70% 73%
60% 61%
57%
54% 53%
52%
49% 50%
50% 46% 46% 49% 48%
45% 45% 45% 42% 45% 45%
41%
37% 38% 36%
37% 35% 37%
33%
27%
22%
N/A N/A
Q11-14. [Media in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 16 countries
11 © Edelman, 2012. All rights reserved.
- 12. Diversification of Media
TRUST IN INFORMATION SOURCES – CANADA
2011
Informed Public
2012
Informed Public
40%
26%
24%
20%
14%
11%
8%
4%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information 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 information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Canada
12 © Edelman, 2012. All rights reserved.
- 13. NGOs still most trusted institution, despite some drops;
Since 2011, trust levels remain consistent in Canada
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
79% 80%
75% 74%
72%
70% 70%
67% 67% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58%
55% 53% 55%
54% 53%
51% 51% 53% 51%
50% 48% 49%
42%
30%
28%
Q11-14. [Non-governmental organizations (NGOs) 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries
13 © Edelman, 2012. All rights reserved.
- 14. 14 © Edelman, 2012. All rights reserved.
- 15. Peers and regular employees see dramatic rise in credibility;
CEOs and government officials fall to bottom in ranking
CREDIBLE SPOKESPEOPLE – CANADA AND GLOBAL
2012
2011 2012
Academic or expert 70% Academic or expert 68% #1 68%
Technical expert in the company 57% Technical expert in the company 64% #2 66%
Government official or regulator 42% A person like yourself 61% + 33 #3 65%
NGO representative 41% NGO representative 60% + 19 50%
CEO 39% Regular employee 51% + 28 50%
Financial or industry analyst 38% Financial or industry analyst 42% 46%
A person like yourself 28% Government official or regulator 36% 29%
Regular employee 23% CEO 32% 38%
Biggest increase in
Barometer history
Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in Canada and 20-country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)
15 © Edelman, 2012. All rights reserved.
- 16. In Canada, government leaders less trusted than business leaders to tell the
truth; majority of other markets also share this view
Business
Leaders
Government
Leaders
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%
53%
51% 50%
50% 48% 51%
46% 46% 46%
44%
42% 43% 43%
41%
38% 36%
36% 36%
34%
27% 29%
23% 24%
21%
14%
10% 11%
10%
5%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 16 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 16 countries
16 © Edelman, 2012. All rights reserved.
- 17. Globally, business not meeting public’s expectations
GLOBAL
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67%
36% -31
Business 67%
Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES
48% -19
Company
Performance 64%
TREATS EMPLOYEES WELL
27% -37
PLACES CUSTOMERS AHEAD OF PROFITS 62%
26% -36
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62%
28% -34
HAS ETHICAL BUSINESS PRACTICES 61%
32% -29
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60%
27% -33
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 57%
BUSINESS 26% -31
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 55%
29% -26
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 50%
30% -20
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 49%
IN WHICH THE COMPANY OPERATES 26% -23
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46%
41% -5
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
29% -12
41% Closing the
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 39% gap on
23% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 38%
expectations
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 31% -7
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36%
SOCIETAL ISSUES 19% -17
Q52-69. 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) General Population in 25 country global total (excludes ‘Don’t
Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total
17 © Edelman, 2012. All rights reserved.
- 18. And business not meeting public’s expectations in Canada
CANADA
Business LISTENS TO CUSTOMER NEEDS AND FEEDBACK 76%
Importance 38% -38
Company
Performance TREATS EMPLOYEES WELL 74%
29% -45
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 74%
52% -22
PLACES CUSTOMERS AHEAD OF PROFITS 73%
26% -47
HAS ETHICAL BUSINESS PRACTICES 72%
34% -38
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 72%
30% -42
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 66%
24% -42
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 63%
BUSINESS 25% -38
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 60%
29% -31
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 56%
IN WHICH THE COMPANY OPERATES 26% -30
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 53%
29% -24
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 47%
26% -21
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 45%
22% -23
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 44%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 27% -17
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 43%
42% -1
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 37%
SOCIETAL ISSUES 18% -19
Q52-69. 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) General Population in Canada (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Canada
18 © Edelman, 2012. All rights reserved.
- 19. Globally, government not meeting public’s expectations
GLOBAL
Government
Importance
Government
Performance
67%
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
17% -50
66%
HAS TRANSPARENT AND OPEN PRACTICES
16% -50
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65%
COUNTRY 19% -46
65%
COMMUNICATES FREQUENTLY AND HONESTLY
16% -49
56%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
18% -38
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54%
EMPLOYMENT OPPORTUNITIES 18% -36
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52%
LOCAL COMMUNITIES 16% -36
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41%
ADDRESS SOCIETAL ISSUES 14% -27
Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in 25 country global total; Q140-147.
Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely
poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in 25 country global total
19 © Edelman, 2012. All rights reserved.
- 20. And government not meeting public’s expectations in Canada
CANADA
Government
Importance
Government
Performance
75%
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
16% -59
74%
COMMUNICATES FREQUENTLY AND HONESTLY
16% -58
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 73%
COUNTRY 22% -51
71%
HAS TRANSPARENT AND OPEN PRACTICES
15% -56
63%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
18% -45
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 60%
LOCAL COMMUNITIES 17% -43
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 56%
EMPLOYMENT OPPORTUNITIES 20% -36
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 42%
ADDRESS SOCIETAL ISSUES 14% -28
Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in Canada; Q140-147. Please rate your government on how well you think
they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2
Box , Performing Very/Extremely Well) General Population in Canada
20 © Edelman, 2012. All rights reserved.
- 21. Despite lack of trust in government, calls for increased regulations
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
64%
58%
54% 54% 53%
51% 50%
50% 49%
48% 48% 46%
45%
40% 38%
30%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 16 countries
21 © Edelman, 2012. All rights reserved.
- 22. Calls for greater protection and responsible behavior
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
GLOBAL CANADA
Business
31% PROTECT CONSUMERS from irresponsible business practices 47% can address
on its own
25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 28%
19% 10%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
16% 10%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
4% 2%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
4% 3%
Government SHOULD NOT PLAY A ROLE in business
Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, Canada – 19%)
• Unethical business practices (Global - 28%, Canada - 27%)
• Shortcuts that lead to poor quality (Global - 21%, Canada -26%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of
the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total and Canada
22 © Edelman, 2012. All rights reserved.
- 23. 23 © Edelman, 2012. All rights reserved.
- 24. BUSINESS
CAN EARN LICENSE TO LEAD 2008-2009
Low trust in
business and CEOs
Business has
flexibility and speed
THE DYNAMIC OF
TRUST BETWEEN Call for increased
regulation
BUSINESS & protection from
Business leaders GOVERNMENT irresponsible
behavior sought
more trusted than
government leaders
business has advantage
in 24 out of 25 markets
2011
Government
responds
Dwindling trust
in government
policy paralysis
24 © Edelman, 2012. All rights reserved.
- 25. Business: from license to operate to license to lead
CANADA
Societal
Operational
CURRENT TRUST BUILDING FUTURE TRUST
51% TRUST BUSINESS 1) Listens to customer needs and feedback
SOCIETAL ATTRIBUTES
1) Delivers consistent financial returns MORE IMPORTANT TO 2) High quality products or services
BUILDING FUTURE
2) Innovator of new products 2) Treats employees well
TRUST
4) Places customers ahead of profits
3) Ranks on a global list
5) Takes actions to address issue or crisis
CURRENT TRUST 5) Has ethical business practices
DRIVEN BY OPERATIONAL
ATTRIBUTES 7) Has transparent and open business
8) Communicates frequently and honestly
9) Works to protect/improve environment
10) Positively impacts the local community
11) Addresses society's needs
12) Highly regarded, top leadership
13) Delivers consistent financial returns
14) Ranks on a global list
15) Innovator of new products
16) Partners with third parties
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 4 Box, Trust) General Population in Canada; Q52-69. 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)
General Population in Canada (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
25 © Edelman, 2012. All rights reserved.
- 26. Earn License to Lead
Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
26 © Edelman, 2012. All rights reserved.
- 27. 27 © Edelman, 2012. All rights reserved.