2013 Edelman Trust Barometer South Korea

EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
ONLINE SURVEY INFORMED
IN 26 COUNTRIES PUBLICS
• 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 income
POPULATION per age group in each country
• Report significant media
• 1000 respondents per
consumption and engagement in
country surveyed
business news and public policy
• Ages 18+
• 13 years of data
• 2 years of data
MARGIN OF ERROR
MARKET COMPARISONS General Population
Informed Publics
Developed: US, UK, France, Germany and Japan Sample Oversample
ages 18+ ages 25-64
Emerged: Brazil, Mexico, Russia, India and China Total Sample +/- 0.6% +/- 1.3%
(26 Countries) (N=26,000) (N=5,800)
APAC SELECT COUNTRIES South Korea
+/- 3.1% +/- 6.9%
(N=1,000) (N=200)
China, Japan, India, Malaysia, Singapore, South
Korea, Indonesia, Australia, Hong Kong Indicates Global Data

2
Indicates South Korea Data

EDELMAN TRUST BAROMETER IN RETROSPECT

2013 CRISIS OF LEADERSHIP

2012 THE FALL OF GOVERNMENT
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

TRUST 2013

THE STATE OF TRUST

CRISIS OF LEADERSHIP

THE PATH FORWARD

4

EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,
SHIFT BACK TO NEUTRAL FOR MANY IN 2013 – EXCEPT SOUTH KOREA

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
6
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

WHILE GOVERNMENT HAS IMPROVED,
NGOS REMAIN THE ONLY TRUSTED INSTITUTION IN SOUTH KOREA
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 25-64 SOUTH KOREA

TRUST A GREAT DEAL

Trust Total: 44%
Trust Total: 33% Trust Total: 31% Trust Total: 31%

GOVERNMENT 8% 7% 5% 3%
BUSINESS
2012 2013 2012 2013

Trust Total: 67% Trust Total: 66%
Trust Total: 49%
Trust Total: 45%

23% 19%
MEDIA 10% 10% 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
7

TRUST IN SOUTH KOREAN BUSINESS REMAINS NEAR ALL-TIME LOW,
WHILE GLOBAL BUSINESS CREDIBILITY CLIMBS TO A NEW HIGH
TRUST IN BUSINESS – INFORMED PUBLICS AGES 35-64 – GLOBAL VS. SOUTH KOREA

80%
Global Korea

70%

60%
56%
53% 53%
52%
51%
49%
50% 48%
47%
46% 45%
40% 43% 43%

32%
31%
30%

20%
2007 2008 2009 2010 2011 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 4 Box, Trust) Informed Publics ages 35-64 in 18-country global total (excludes
8 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

BUSINESS TRUST IN SOUTH KOREA HAS FALLEN WELL OFF THE PACE
OF EMERGING MARKETS
TRUST IN BUSINESS: DEVELOPED VS. EMERGING MARKETS VS. SOUTH KOREA

90%
Developed Emerging S. Korea

80%

70% 70%
67%
64%
63% 65% 62%
60%

55%
48% 47% 49%
50%

48% 42%
45% 46% 39%
40%
39%
31%
30%
31%

20%
2008 2009 2010 2011 2012 2013

Q11-14. [Trust in Business] [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 Developed
9 (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and South Korea

SOUTH KOREA SHOWS CONFIDENCE IN GOVERNMENT SLIGHTLY
ABOVE THE GLOBAL AVERAGE
TRUST IN GOVERNMENT – INFORMED PUBLICS AGES 35-64 – GLOBAL VS SOUTH KOREA

100%
Global South Korea

90%

80%

70%

60%

49%
50% 47% 48%
43% 44%
46% 46%
40% 43%
40% 38%
40%
38%
30% 34%
26%

20%
2007 2008 2009 2010 2011 2012 2013



100%
Global South Korea

90%

84%
82%
80%

70%

62%
60%
52%
49%
50% 47% 48%
43% 44%
46% 46%
40% 43%
40% 38%
40%
38%
30% 34%
26%

20%
2007 2008 2009 2010 2011 2012 2013



100%
Global South Korea

90%

84%
82%
80%

70%

62%
60%
52%
49%
50% 47% 48%
43% 44%
46% 46%
40% 43%
40% 38%
40% 36%
38%
30% 34%
26%

20%
2007 2008 2009 2010 2011 2012 2013


BUSINESS TRUST IN SOUTH KOREA THE LOWEST OF ALL 26 MARKETS
SURVEYED; GOVERNMENT LOW, BUT WELL AHEAD OF BUSINESS
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% 82%
81% 81%
77%
74% 73% 74%

64% 65%
62% 63% 63%
59% 60% 58% 60%
57% 58%
56%
53%
50% 52%
47% 47% 48% 48%48% 49%
43% 44% 44%
41%
40%

33% 32%
29% 31%

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
13 global total and across 26 countries

TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP
TRUST BUSINESS OVER RUSSIA
GOVERNMENT IRELAND +11 POINTS
+12 POINTS
TRUST GOVERNMENT
OVER BUSINESS POLAND
+26 POINTS
SPAIN
+24 POINTS
ITALY
BRAZIL +21 POINTS
+31 POINTS
MEXICO
+41 POINTS SOUTH KOREA
+13 POINTS

JAPAN
+20 POINTS
INDONESIA
+27 POINTS

ARGENTINA
+30 POINTS

14 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 Mexico, Brazil, Argentina, Spain, Ireland,
Russia, Poland, Italy, South Korea, India, Japan and Indonesia

CORRUPTION/FRAUD A KEY REASON FOR DISTRUST IN BUSINESS AND
GOVERNMENT; TRANSPARENCY LEADING FACTOR FOR BUSINESS
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – SOUTH KOREA
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)

REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS

CORRUPTION OR FRAUD 51%
CORRUPTION OR FRAUD 44% 72%
78%

WRONG INCENTIVES DRIVING
TRANSPARENCY ISSUES 34% POLICIES
21%
32% 60%

WRONG INCENTIVES DRIVING TRANSPARENCY ISSUES 18%
BUSINESS DECISIONS
15%

LACK OF REGULATION OR CONTROL 3%
LACK OF REGULATION OR CONTROL 5%

POOR PERFORMANCE/
POOR PERFORMANCE/ 7%
INCOMPETENCE
2% INCOMPETENCE

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
15 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population

INDUSTRY TRUST UP OVERALL IN SOUTH KOREA; CONSUMER PACKAGED
GOODS AND BANKS, FINANCIAL SERVICES RISE MOST
TRUST IN INDUSTRIES – GLOBAL VS SOUTH KOREA

2013 2013
Technology 77% Technology 81%

Automotive 69% Energy 66%

Food and beverage 66% Automotive 65%

Consumer packaged
65% Brewing and spirits 56%
goods

Telecommunications 62% Banks 55% +15

Brewing and spirits 62% Consumer packaged goods 55% +20

Energy 59% Financial services 54% +15

Pharmaceuticals 58% Pharmaceuticals 51%

Media 53% Food and beverage 50%

Banks Telecommunications 50%
50%

Media 48%
Financial services 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
16 to 2013 shown)

CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –
EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES

76% 75% 74% 74%
70% 68% 68%
65%
61%

50% 48%
46%
41%
36% 35% 34%
31%

Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
17 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

SOUTH KOREA HEADQUARTERED COMPANIES BARELY IN TRUSTED TERRITORY;
APAC HOME TO MOST- AND LEAST-TRUSTED HQ LOCATIONS
TRUST IN COMPANIES HEADQUARTERED IN KOREA

90%

80% 77%
73%
71% 70% 69% 68%
70%
63%
60%
60% 56% 56%
53%
50%
50%
42%
40% 37% 37% 37% 37%

30%

20% 16%

10%

0%


SWISS COMPANIES MOST TRUSTED BY SOUTH KOREAN INFORMED PUBLIC;
CHINESE FIRMS TRUSTED LEAST
SOUTH KOREA TRUST IN NATIONAL IDENTITY FOR COMPANIES

90%
81%
79%
80% 77%
75%
72%
70% 67% 66%
62%
60%
53%
50%
40%
40% 38% 37%
33%
29% 29%
30%
22%
20% 16%

10%

0%


SMALL BUSINESS SUPPORT FOLLOWS DEVELOPED MARKET TREND
TRUST IN SMALL BUSINESS VS. BIG BUSINESS

SMALL BUSINESSES
BIG BUSINESSES

79%
76%
72%
70% 70%
66%
62%
55%
53%

44%

GLOBAL DEVELOPED EMERGING APAC S. KOREA

Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
20 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India) , APAC and
South Korea

NGOS REMAIN MOST TRUSTED INSTITUTION;
FOUR OUT OF TOP FIVE MOST TRUSTED MARKETS IN APAC REGION
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)

2008 67% of markets surveyed
have a trust score above 50% 2012
2008 China:
48% 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% 66% 67% 66% 66%
67%
64% 65%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
48% 49% 51%
50% 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
21

SLIGHT RECOVERY IN MEDIA CREDIBILITY AFTER FOUR-YEAR SLIDE;
SUPPORTED BY DIVERSIFICATION OF OPTIONS AND STRONG SCANDALS COVERAGE
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
22

MAINSTREAM MEDIA STILL REIGNS SUPREME IN SOUTH KOREA;
SOCIAL MEDIA ALSO ON THE RISE
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION

Global Developed Emerging APAC S. Korea

71%
65% 63%
64%
58% 58% 58% 56% 58%
51% 52% 52% 52%
47% 49% 47%
43% 41%
43% 43% 40%
32%
32% 30%
26%

TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA

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
23 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, South Korea and APAC

SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES

Global South Korea

12%
TEN OR MORE TIMES 27%
(10+) 4% ONCE (1) TEN OR MORE TIMES 2% ONCE (1)
(10+)
6% 14% TWICE (2) 3% TWICE (2)
SIX TO
NINE TIMES (6-9)
5%
SIX TO
NINE TIMES (6-9)

30%
THREE TIMES (3)

29% 35%
FOUR OR
THREE TIMES (3)
FIVE TIMES (4-5) 33%
FOUR OR
FIVE TIMES (4-5)

64% THREE TO FIVE TIMES 63% THREE TO FIVE TIMES

Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
24 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-
country global total (excludes Don’t Know Responses)

MOST TRUSTED SOURCES ARE EXPERTS, NGO REPS OR ANALYSTS;
CEO AND GOVERNMENT OFFICIALS LEAST TRUSTED IN SOUTH KOREA
CREDIBLE SPOKESPEOPLE – SOUTH KOREA

2012 2013
Technical expert in the Technical expert in the
63% 66%
company company

A person like yourself 54% NGO representative 53%

Academic or expert 47% Financial or industry analyst 51%

Financial or industry analyst 43% Academic or expert 51%

NGO representative 43% A person like yourself 50%

CEO 29% Regular employee 35%

Regular employee 28% CEO 34%

Government official or
Government official or regulator 16% 22%
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
26 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)

MAJORITY OF MARKETS INCLUDING SOUTH KOREA FIND BOTH
GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR
CREDIBILITY RATING
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS

CEO Credibility
Government official or
regulator Credibility

73%

60% 62%

56% 55% 54%
54% 55% 54%
50%
48% 48%
45%
43%
41%
38% 39%
36% 36%
34% 34%

22% 22% 22%

15%

Global Japan South Korea Australia UK US Hong Kong Singapore Indonesia Malaysia China India

Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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,
27 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)

KOREA’S CRISIS IN LEADERSHIP: TRUST IN ETHICS AND MORALITY LOW
TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING – SOUTH KOREA

BUSINESS LEADERS

21% 17% 13%
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

GOVERNMENT LEADERS

14% 16% 12% 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
Population across 26-country global total

TRUST IN INSTITUTIONS REMAIN HIGHER THAN TRUST IN LEADERSHIP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP – SOUTH KOREA

Trust in Business
Trust in Government
Trust Business Leaders to tell the Truth
Trust Government Leaders to tell the truth
50%
Global
18% -32
Global 41%
13%
-28
67%
China
32% 71%
-35 China 24% -47
68%
India 55%
34% India
-34 20%
-35
50%
US 38%
15% US 10%
-35 -28

42% 38%
Germany Germany
13% 6%
-29 -32

37% France 33%
France 8%
10% -27 -25

South Korea 36%
35% 12%
South Korea -24
13% -22

Q11 -14. 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
30 them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust
business leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following?
(Top Box, Trust A great Deal) General Population

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

31 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

HOW WE HAVE EVOLVED…
NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS

Edelman Trust Barometer’s Edelman Trust Barometer’s
2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS

ENGAGEMENT (59%)

Reputation as a place to work (81%)
INTEGRITY (58%)
OPERATIONS
Financial performance (76%)
(76%) PRODUCTS & SERVICES (54%)
Respected CEO or leader (71%)

PURPOSE (47%)

OPERATIONS (39%)

32
*Data used includes Informed Publics ages 35-64 only in 18-country global total

TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS.
PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – SOUTH KOREA
Gap
Importance 50% -36
TREATS EMPLOYEES WELL Performance 14%
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 50% -32
18%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 49% -35
14%
PLACES CUSTOMERS AHEAD OF PROFITS 48% -36
12%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 48% -34
14%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 48% -25
23%
HAS ETHICAL BUSINESS PRACTICES 43% -29
14%
43% -27
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
16%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 42% -25
BUSINESS 17%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 36% -16
20%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 35% -16
COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 19%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 34% -21
COMMUNITY IN WHICH THE COMPANY OPERATES 13%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 32% -17
15%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 32% -17
15%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 28% -16
ADDRESS SOCIETAL ISSUES 12%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 26% -11
15%

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
33 South Korea (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 South Korea

ACTIVIST CONSUMER IS MOST TRUSTED INFLUENCER IN SOUTH
KOREA

Passionate or
Who is Trusted MOST to provide you with Company’s Company’s Media
Activist Academic
credible and honest information about: CEO Employee Spokesperson
Consumer

A company’s employee programs, benefits & working
conditions
19% 62% 30% 9% 10%
ENGAGEMENT
How a company serves its customers and prioritizes
customer needs ahead of company profits
12% 23% 67% 9% 17%

INTEGRITY A company’s situation in a time of crisis 34% 40% 32% 10% 22%

PRODUCTS A company’s innovation efforts and new product
29% 46% 49% 7% 10%
development
How a company uses its resources and influence to
support the environment
19% 20% 58% 16% 12%

PURPOSE How a company supports programs that positively impact
the local community
28% 26% 49% 13% 21%
Partnerships with NGO’s and effort to address societal
issues
28% 21% 39% 14% 26%
A company’s financial earnings & operational
performance
25% 28% 42% 10% 14%

OPERATIONS A company’s business practices, both positive & negative 13% 43% 50% 9% 15%

Accomplishments about a company’s senior leadership 33% 40% 32% 10% 22%

34 Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which
person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total

THE WAY WE WERE

PYRAMID OF CEO
AUTHORITY
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

35

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)
36

LESSONS FOR LEADERS

Trust in business all-time low – corruption and
transparency key reason
Crisis of leadership – observe re-ordering of authority

Old values are not sufficient – engagement is key to build
trust
New dynamic of influence – from monologue to dialogue,
and from control to empowerment

37

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 Tingkæ r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu

2013 Edelman Trust Barometer South Korea

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (18)

En vedette

En vedette (9)

Similaire à 2013 Edelman Trust Barometer South Korea

Similaire à 2013 Edelman Trust Barometer South Korea (14)

Plus de Edelman APACMEA

Plus de Edelman APACMEA (20)

2013 Edelman Trust Barometer South Korea