4. • Trust is leading indicator of reputation
• Trust in society is correlated with economic growth and prosperity
(study by Paul Zak & Stephen Knack)
Image: bisnis-jabar.com
5. Image: pulsk.com
• When trust is high, there is better coordination
• Trust is manageable, which means reputation is
manageable
7. EDELMAN'S 13TH ANNUAL SURVEY (5TH IN INDONESIA), LARGEST GLOBAL
EXPLORATION OF TRUST
INFORMED
ONLINE SURVEY
PUBLICS
IN 26 COUNTRIES
• 31,000+ respondents • 500 respondents in U.S. and
China & 200 in other countries
• 5 years in 20+ markets
• Ages 25-64
• 8 years in 10+ markets
• College-educated
GENERAL • In top 25% of household
POPULATION income per age group in each
country
• 1000 respondents per
country surveyed • Report significant media
consumption and engagement
• Ages 18+ in business news and public
policy
• 2 years of data
• 13 years of data (5 years in
MARKET COMPARISONS Indonesia)
Developed: US, UK, France, Germany and Japan
Indicates Global Data
Emerged: Brazil, Mexico, Russia, India and China
Indicates Indonesia Data
APAC SELECT COUNTRIES:
China, Japan, India, Malaysia, Singapore, South
7 Korea, Indonesia, Australia, Hong Kong
8. Edelman Trust Barometer measures trust in key institutions:
government, media, business, and NGO
The survey also explores how business can grow
public trust
Image: http://www.flickr.com/photos/diditho/8116482427/sizes/z/in/photostream/
10. The end of the world in Trust?
But in our global findings, trust
has recovered in all institutions
Image: http://iphonewallpapers-hd.com/walls/2012_movie_poster-other.jpg
11. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,
SHIFT BACK TO NEUTRAL IN 2013
2011 2012 2013 Big Changes
from 2008
GLOBAL 55 GLOBAL 51 GLOBAL 57
Brazil 80 China 76 China 80
Germany +19
UAE 68 Singapore 76
UAE 78 China +18
Singapore 67 India 71 Canada +14
TRUSTERS
Indonesia 74
India 65 Mexico 68 India +11
China 73
Indonesia 63 Hong Kong 67
Netherlands 73 UAE 66
Mexico 63
Mexico 69 Netherlands 61 Malaysia 64
Singapore 67 Hong Kong 61 Canada 62
Argentina 62 Canada 58 Indonesia 62 Big Changes
India 56 Malaysia 57 U.S. 59 from 2012
Italy 56 Italy 56 Netherlands 59
Argentina 54 Brazil 55 Germany +16
Canada 55
Germany 55
NEUTRAL
South Korea 53 Australia 53 France +14
Brazil France 54 UK +12
Sweden 52 51
Sweden 54 US +10
Sweden 49
Japan 51 UK 53
U.S. 49
Australia 51 Italy 51
South Korea 44
Spain 51 Australia 50
Poland 44
France 50 Poland 48
U.K. 41
S. Korea 47
DISTRUSTERS
Poland 49 Ireland 41 Ireland 46
Germany 44 France 40 Argentina 45
U.S. 42 Germany 39 Spain 42
U.K. 40 Spain 37 Turkey 42
Russia 40 Japan 34 Japan 41
Ireland 39 Russia 32 Russia 36
11
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
12. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS - GLOBAL
TRUST A GREAT DEAL
Trust Total: 58%
Trust Total: 53%
Trust Total: 48%
Trust Total: 43%
GOVERNMENT 12% 16% 14% 17% BUSINESS
2012 2013 2012 2013
Trust Total: 63%
Trust Total: 57% Trust Total: 58%
Trust Total: 52%
19% 22%
17%
MEDIA 15%
NGOS
2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
12 in 20-country global total
13. 16 out of 26
…..countries surveyed, where business is
trusted more than government
Image: Dawn.com-
14. BUSINESS TRUSTED MORE THAN GOVERNMENT IN
16 OF 26 MARKETS SURVEYED
TRUST IN BUSINESS VS. GOVERNMENT
Trust in Government
62% of markets surveyed have
Business
trust score below 50%
Government
Trust in Business
35% of markets surveyed have
GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50%
Globally, largest gap since 2007*
82% 81% 82% 81%
77%
74% 73% 74%
64% 63% 65% 65%
62% 62% 63%
59% 60% 61% 60%
57%
56% 56% 56% 58% 58% 58%
52% 53%
50%
49% 47% 47% 47% 48% 48%48% 49%
44% 44% 44% 44%
41% 43%
40% 40%
35%
33% 32% 32% 31%
30% 29%
19% 20%
Q11-14. [Business in General and 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
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 26-country
14 global total and across 26 countries
16. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – GLOBAL
2012 2013
Academic or expert 68% Academic or expert 69%
Technical expert in the
Technical expert in the company 66% 67%
company
A person like yourself 65% A person like yourself 61%
Financial or industry
Regular employee 50% 51%
analyst
NGO representative 50% NGO representative 51%
Financial or industry analyst 46% Regular employee 50%
CEO 38% CEO 43%
Government official or
Government official or regulator 29% 36%
regulator
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
16 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)
17. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
GLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
BUSINESS LEADERS
26%
20% 19% 18%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
GOVERNMENT LEADERS
15% 15% 14% 13%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
17
Population across 26-country global total
18. Reasons to distrust business
CORRUPTION/
FRAUD
IS A KEY REASON FOR DISTRUST IN
BUSINESS AND GOVERNMENT
Reasons to distrust
government
INCOMPETENCE
IS A LEADING FACTOR FOR
GOVERNMENT
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following
is the main reason why your trust in government decreased over the
last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the
following is the main reason why your trust in business decreased over
the last year? General Population in 26-country global total
19. BUILDING TRUST:
FROM LICENSE TO OPERATE
TO
LICENSE TO LEAD
Image: gettyimages.com
20. 16 ATTRIBUTES TO BUILDING TRUST
ENGAGEMENT
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance. PURPOSE
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
OPERATIONS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
21. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL
Gap
Importance 63%
-22
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
Performance 41%
62% -32
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
30%
TREATS EMPLOYEES WELL 61% -37
24%
PLACES CUSTOMERS AHEAD OF PROFITS 59% -36
23%
58% -33
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
25%
HAS ETHICAL BUSINESS PRACTICES 58% -30
28%
57% -33
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
24%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31
23%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27
26%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 49% -23
26%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47%
23%
-24
THE COMPANY OPERATES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11
33%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15
26%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38%
22% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38%
WORK FOR OR MOST ADMIRED COMPANIES 28% -10
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37%
ISSUES 19% -18
Q80-Q96. [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) General Population in
21 26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. 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 26-country global total
22. THE WAY WE WERE
PYRAMID OF CEO
INFLUENCE
GOVERNMENT “As the circle of those who decide is narrowed,
OFFICIALS as the means of decision are centralized and the
consequences of decision become enormous,
BOARD OF DIRECTORS
the course of great events often rests upon the
ACADEMICS decisions of determinable circles.”
TECHNICAL EXPERTS - C. Wright Mills, 1956
ELITE MEDIA
G E N E R A L P O P U L AT I O N
VERTICAL FLOW &
CONTROLLED INFORMATION
22
23. THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE
CEO
FROM 2000 TO 2013
PYRAMID OF GOVERNMENT
OFFICIALS
AUTHORITY
FEW MANY
(Vertical) BOARD OF DIRECTORS
DICTATE CO-CREATE
ACADEMICS
FIXED FLEXIBLE
TECHNICAL EXPERTS
MONOLOGUE DIALOGUE
ELITE MEDIA
CONTROL EMPOWERMENT
G E N E R A L P O P U L AT I O N
EMPLOYEES
ACTION CONSUMERS
SOCIAL
ACTIVISTS
PYRAMID OF
COMMUNITY
(Horizontal)
23
25. Business and media remain highly trusted.
Trust in government rebounds
Business Media Government NGO
74% 77% 47% 51%
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 ages 25-64
Image: antaranews.com Image: ringgodoank.blogspot.com Image: andizulkiflinurdin.com Image: indonesiaproud.wordpress.com
26. TRUST IN GOVERNMENT IMPROVED, WHILE BUSINESS AND MEDIA
REMAIN ONE OF THE HIGHEST AMONG COUNTRIES SURVEYED.
TRUST IN INSTITUTIONS – INDONESIA
TRUST A GREAT DEAL Trust Total: 78% Trust Total: 74%
Trust Total: 47%
Trust Total: 40%
GOVERNMENT BUSINESS
2012 2013 2012 2013
Trust Total: 80% Trust Total: 77%
Trust Total: 53% Trust Total: 51%
MEDIA NGOS
2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
26
27. In Indonesia, less trust in government is caused more by
perception of corruption rather than incompetence
Reasons for trusting government less
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?;
28. 74% VS. Global 58%
trust in business in Image: republika.co.id
Indonesia
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 ages 25-64 (only industries tracked from 2012 to 2013 shown)
29. IMPROVED TRUST IN ALL SECTORS. TELECOMMUNICATIONS AND
ENERGY IMPROVED ITS POSITION
TRUST IN INDUSTRIES – INDONESIA
2012 2013
Technology 87% Technology 94%
Banks 86% Automotive 93%
Automotive 85% Banks 90%
Food and beverage 81% Telecommunications 89%
Media 79% Pharmaceuticals 87%
Pharmaceuticals 76% Energy 84%
Financial services 76% Financial services 84%
Telecommunications 75% Food and beverage 84%
Consumer packaged goods 73% Media 81%
Energy 71% Consumer packaged goods 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 ages 25-64 (only industries tracked from 2012
30 to 2013 shown)
30. 90%
trust in banks in
Indonesia
VS.
Image: atjehnews.com
Global 50%
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 ages 25-64 (only industries tracked from 2012 to 2013 shown)
32. COMPANIES BASED IN BRIC NEED TO BUILD TRUST FURTHER IN
INDONESIA
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - INDONESIA
92%
85% 83%
82% 80%
79% 77%
76% 75%
72% 71%
64% 63% 62%
49% 49%
43%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
33 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 Ages 25-64 in 26-country global total
33. 77% VS. Global 57%
trust in Media in
Indonesia Image: kepergokmembaca.wordpress.com
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, Turkey and UAE) and across 26 countries
34. INDONESIA HAS ONE OF THE HIGHEST TRUST IN MEDIA AMONG 26 COUNTRIES
SURVEYED
TRUST IN MEDIA
2008 50% of markets surveyed have a 2012
trust score 50% or above
2013
2013 62% of markets surveyed have a
81% trust score 50% or above
79% 79% 80%
77%
70% 70%
65% 68% 66%
65% 65% 66%
61% 61% 61% 60% 61% 61%
57% 59% 57% 57%
54% 54%
52%
51% 50%
50% 50% 49% 47% 47%
49% 48%
47% 47%
45% 46% 45% 45% 45% 43% 43%
42% 41% 42%
37% 38% 38%
35% 36%
33%
26%
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, Turkey and UAE) and across 26 countries
35
35. DIVERSIFICATION OF MEDIA IN INDONESIA. TRUST IN SOCIAL MEDIA IN
INDONESIA IS MARKEDLY HIGHER THAN IN DEVELOPED COUNTRIES
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging APAC Indonesia
75% 71% 76%
65% 64% 68% 67%
63%
58% 58% 58%
51% 49% 52%
47% 47%
41% 40%
30%
26%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES SOCIAL MEDIA OWNED MEDIA
Image: gettyimages.com
Q178-182. 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
36 means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs.
Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total, APAC, and Indonesia
36. Global
51%
trust in NGO in
Indonesia
VS.
63%
Image: eastjavaaction.org
Q11-14. [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,
Turkey and UAE) and across 26 countries
37. INDONESIA HAS ONE OF THE LOWEST TRUST IN NGO, EVEN AMONG
APAC COUNTRIES
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed
have a trust score above 50% 2012
2013 88% of markets surveyed 2013
83% 81% have a trust score above 50%
78% 79%
76% 76%
75% 73% 75% 74%
70% 70% 69% 69% 67%
68% 66% 67% 66% 67% 66% 66%
64% 65%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
50% 48% 49% 51%
46%
41% 40%
37%
30%
28%
N/A
Q11-14. [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, Turkey and UAE) and across 26 countries
38
39. Academic, expert, and ‘person like myself’ are the most
credible sources for business. For CEO and NGO, opposite
situation between Indonesia and global.
Technical expert in the
Academic or expert 69% 80%
company
Technical expert in the
67% Academic or expert 77%
company
A person like yourself 61% A person like yourself 67%
Financial or industry Financial or industry
51% 64%
analyst analyst
NGO representative 51% CEO 55%
Regular employee 50% Regular employee 34%
CEO 43% NGO representative 31%
Government official or Government official or
36% 22%
regulator regulator
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 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong,
Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
40. Authority democratized?
2013
A person like
67%
yourself
VS
Financial or
64%
Image: flickr.com industry analyst
Image: gettyimages.com
The voice of consumers may have equal
(or more) credibility with analyst’s or CEO 55%
business leader’s
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 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong,
Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
41. TRUST IN BUSINESS LEADERS IN INDONESIA IS HIGHER THAN GLOBAL, BUT
STILL LESS THAN 50%
INDONESIA TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
BUSINESS LEADERS Better
than
48% global
40%
28% 27%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
GOVERNMENT LEADERS
15% 16% 15% 12%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
42
Population across 26-country global total
43. 16 ATTRIBUTES TO BUILDING TRUST
ENGAGEMENT
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance. PURPOSE
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
OPERATIONS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
44. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – INDONESIA
Gap
Importance 70% -32
TREATS EMPLOYEES WELL Performance 38%
70% -25
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
45%
HAS ETHICAL BUSINESS PRACTICES 69% -22
47%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 68% -30
38%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 67% -30
37%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 67% -12
55%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 67% -27
COMMUNITY IN WHICH THE COMPANY OPERATES 40%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 65% -29
36%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 65% -25
40%
PLACES CUSTOMERS AHEAD OF PROFITS 64% -28
36%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 62% -26
BUSINESS 36%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 57%
44% -13
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 50% -14
36%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 46%
COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 43% -3
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 45%
ADDRESS SOCIETAL ISSUES 28% -17
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 38%
29% -9
Q80-Q96. [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) General Population in
45 Indonesia(excludes ‘Don’t Know’ responses Q114-Q129. 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 Indonesia
46. Indonesians expect companies to operate with more social
purpose relative to global respondents
Q80-Q96. [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) General Population in 26-country global total (excludes ‘Don’t Know’
responses Q114-Q129. 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 26-country global total
47. Key points - Indonesia
• Trust in business in Indonesia remains strong
• High trust in media, but challenge lies ahead towards 2014.
Means of reaching out to public continues to diversify
• Trust in government improved. Need to demonstrate further
commitment to lower corruption
• Trust in NGO remains low
• Leaders, business and government alike, may benefit from
improved perception of truth-telling and seriousness in
solving social issues
• Companies are expected to show more commitment in
societal issues, engagement, and integrity
48. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance
Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu
