The Asia Pacific findings of the 2011 Edelman Trust Barometer.

1. 2011 Edelman Trust Barometer
Asia-Pacific (APAC)

2. Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries of which 1,575 in APAC
Ages 25 to 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
APAC Select Countries: India, China, Japan, South Korea,
Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200
aged 25-64)
2

3. The Edelman Trust Barometer in retrospect
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

4. 2010 Year in review

5. State of Trust
Shifting center of gravity

6. Globally, trust increases in all institutions
Trust in Institutions – Global
2010 2011
100%
90%
+4 +2
80%
+5 +4
70%
61%
60% 57% 56%
54%
52%
49%
50% 47%
45%
40%
30%
20%
10%
0%
NGOs Business Government Media
A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On 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, how
much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
6

7. APAC and global trust in business trend upward while US drops
Trust in Business (2010 – 2011)
2010 2011
100% +16 Trusters Neutral Distrusters
90%
80%
80% +2 -8
70%
70% 67% 67%
64% 63% 62% 61%
61%
58% 57% 53%
60% 54% 56% 54% 54%
50% 46% 47% 45% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia India Singapore China Australia Japan South
Korea
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On 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, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
7

8. APAC and global trust in government rise significantly;
APAC significantly more trusting of government than global peers
Trust in Government (2010 – 2011)
2010 2011
100% +14
Trusters Neutral Distrusters
88%
90%
+5 84%
80% 74% 77%
+5 -6
70% 64% 62% 62% +11
59%
60%
52% 52% 51% 50% 50%
50% 47% 46%
42% 43% 44%
40% 41%
40%
30%
20%
10%
0%
Global APAC US China Singapore Indonesia Australia Japan South India
Korea
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
8

9. Global and APAC trust in media moves up;
Indonesia, China and Japan drive rise in APAC
Trust in Media (2010 – 2011)
2010 2011
+11
100% +17
Trusters Neutral Distrusters
90% 86%
+7
80%
80% 75%
+4
70%
63% 63%
+12
61%
60% - 11 59% 58%
54% 53%
49% 49% 50% 48%
50% 45%
38%
40% 36%
32%
30%
30% 27%
20%
10%
0%
Global APAC US Indonesia China Singapore South India Japan Australia
Korea
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
9

10. Trust in NGOs now on par with business in emerging markets
More trusted than business in developed markets
Trust in Business and NGOs
Business NGOs
Brazil China U.S. UK/FR/GER
100%
90%
81% 80%
80%
70% 63%
59% 61% 63% 59%
60% 56% 58% 55% 56% 55%
48% 46% 48%
50%
40%
40%
30%
20%
10%
0%
2008 2011 2008 2011 2008 2011 2008 2011
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China
10

11. APAC has higher trust than US in both business and NGOs;
Australia and South Korea more trusting of NGO’s than business
Trust in Business and NGOs
100%
Business NGOs
90%
80%
80%
70%
70% 66% 67% 65%
64%
62% 61% 62% 61% 61% 63% 62%
58%
60% 55% 54% 53% 51%
50% 46% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia India Singapore China Australia Japan South
Korea
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On
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, how much do
you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64
11

12. Trust in NGOs has risen over time
Trust in NGOs
Informed Publics ages 35-64
US UK/FR/GER India China
70%
65%
60%
59%
55%
55%
53%
52% 53%
50%
48%
45%
40%
36%
35%
31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
12

13. Trust Index: US joins UK, France and Germany at the bottom
2008 2011
Global ― Global 55
Mexico 69 Brazil 80
China 62 China 73
India 60 Mexico 69
US 53 India 56
Japan 50 Canada 55
S. Korea 50 S. Korea 53
Canada 48 Japan 51
Brazil 48 France 50
France 44 Germany 44
UK 43 US 42
Germany 36 UK 40
Russia 36 Russia 40
Composite score is an average of a country’s trust in all four institutions
Ages 25-64
13

14. Trust Index: APAC countries now have a composite score greater than 50
2009 2011
China 61 Brazil 80
Brazil 58 Indonesia 74
India 58 China 73
Indonesia 58 Singapore 67
Global 49 India 56
Japan 49 Global 55
Australia 47 S. Korea 53
S. Korea 45 Australia 51
UK 42 Japan 51
Germany 42 France 50
France 41 Germany 44
US 36 US 42
Singapore N/A UK 40
Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Australia, Singapore and UAE)
14

15. APAC more trusting than EU and North America of all institutions
Trust in Institutions
E.U. North America Asia Pacific
100%
90%
80%
70%
64%
62% 61% 61%
59%
60% 56%
53%
50% 46% 46%
44%
41%
40%
29%
30%
20%
10%
0%
NGOs Business Government Media
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to
do what is right? (Top 4 Box) Informed Publics ages 25-64 in the EU (excludes Russia), North America and Asia Pacific
15

16. In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
Trust in Institutions – U.S.
Informed Publics ages 25-64
Business Government Media NGOs
80%
70%
63%
63%
60% 59%
Worldwide 54%
Financial Crisis 55%
50%
45% 46%
46% 46%
43%
40% 36% 40%
38%
31%
30%
30% 27%
20%
2008 2009 2010 2011
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.
16

17. Companies headquartered in South Korea, India and China among least trusted,
despite rise in trust
Most Trusted National Identity for Companies – Global
2010 2011
Trusted HQ Countries Distrusted HQ Countries
100%
90%
+3
80% 75% 76% 76% 75% 76% 73% 71%
73%
69% 69% 69% 69% 68%
64% 65%
70%
61% 63% +3 +4
60% +5 +5
50% 50%
50% 44%
42% 40%
39% 39%
40% 36% 34% 35%
30%
30%
20%
10%
N/A N/A
0%
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies
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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, Australia and UAE)
17

18. In APAC, Japan is among top three most trusted headquarter countries
Most Trusted National Identity for Companies – APAC
2010
2011
Trusted HQ Countries Distrusted HQ Countries
100% +4
+5
90%
80%
80% 77% 75% 77% 73% 77% 77% 75%75% 75%
72% 72% +7
70%69%
70% 67% 67% 69% +10 +7 +7
61%
60%
58% 57%
54% 54% 53%
49%
50% 46% 44%
43% 42%
39% 37%
40%
30%
20%
10%
N/A N/A N/A N/A
0%
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies
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) Informed Publics ages 25-64 in APAC
18

19. BRIC strategy to target emerging economies producing results
Slight image improvement in West
Trust in Companies Headquartered in BRIC
+15
Brazil HQs Russia HQs India HQs China HQs
100% 100% +32 100% 100% + 21
+ 32
90% 86% 90% +12 90% +13
+15 90%
80% +17
80% 80% 80% + 15 74%
+17 +16 70%
70% 65% 70% 70% 65% 70% +33
62% 60% +20
60% 60% 60% 56% -6
60%
53%
+14 +15
50% 44% 50%
43%
50% 50% 45%
40% -6
40% 37%
40%
33% 40% -7 40%
30%
28% 27% 30%
30% 30% 30%
20% 20%
13%
20% 20% 15%
10% 10% 10% 10%
0% 0% 0% 0%
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global
companies 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
19

20. Technology firmly on top; automotive rallies
Finance sector at bottom
Asia Change
Trust in Industries Pacific ‘10/ ‘11
Technology 81% #1 87% +5
Automotive 69% #3 77%
Telecommunications 68% #2 78%
Food and beverage 66% #9 66% +4
Biotech 65% #8 67%
Retail 65% #6 71% +7
Entertainment 63% #8 67% +15
Pharmaceuticals 63% #5 72%
Energy 62% #7 68% -4
Consumer packaged goods 59% #13 59%
OTC personal health care products 57% #12 61%
Brewing and spirits 57% #14 54%
Media 54% #11 64% +10
Insurance 52% #10 65% +12
Note Wording Changes from 2010: Banks 51% #4 75% +4
- Media asked as Media Companies
- Consumer Packaged Goods asked as Financial services 50% #9 66%
Consumer Packaged Goods Manufacturers
- Food and Beverage asked as Food
Significant at 95%
confidence level
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in in 23 countries and APAC
20

21. Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan
Trust in Banks
+12 2008 2011
100%
90%
87% +10 +21 - 46
90%
83%
80%
78% - 10
71% 69% 71%
70% +12 - 21 - 30
61%
60% 54%
52%
48%
50% 44% 44% 46% - 20
40%
40%
30% 25% 26%
23%
20% 16%
10% 6%
0%
China India Japan Brazil France Russia US Germany UK Ireland*
2010-2011 Drops: -8 -9 -22
*Note: Data for 2009/
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each 2011 displayed
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
21

22. Trust in banks is still strong in APAC; Australia the exception, being more in
line with the west
Trust in Banks
+7 2010 2011
100%
92% 90%
- 11
87%
90% 84% 83% 82% +18
80% 75%
71% 69% 71%
70% 64%
60% 53%
50%
40% 37%
33%
30%
20%
10%
0%
Indonesia China India Japan Singapore South Korea Australia
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
22

23. Business and Society
Toward shared value

24. What matters for corporate reputation: quality, transparency, employee welfare, trust
Fair pricing matters more in APAC than globally
Reputation Factors Asia Pacific
Offers high quality products or services 69% 72% #1
Has transparent and honest business practices 65% 62% #3
Is a company I can trust 65% 58% #4
Treats employees well 63% 62% #3
Prices its brands fairly and competitively 55% 63% #2
Communicates frequently and honestly on the state of
its business 55% 54%
Is a good corporate citizen 51% 53%
Is an innovator of new products, services or ideas 46% 50%
Has highly-regarded and widely admired top
leadership 39% 38%
Delivers consistent financial returns to investors 39% 45%
Significant at 95%
confidence level
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in 23 countries and APAC
24

25. Majority in APAC agree with Milton Friedman; China the exception
Milton Friedman: “The social responsibility of business is to increase its profits”
% who agree
100%
90% 84%
80%
72% 70% 70%
70% 64%
60%
60% 57% 57% 56% 55%
52% 50%
49% 48%
50% 44% 44% 43% 43%
39% 37%
40% 35%
33%
30%
30%
20%
10%
0%
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 countries
25

26. But also greater expectations for business to invest in society’s interests in
developed and emerging markets
Believe corporations need to create shareholder value in a way that aligns with
society’s interests, even if that means sacrificing shareholder value
100%
91% 89% 89% 89%
90% 85% 85% 85%
82% 81% 81% 80%
79% 78% 78%
80% 74% 73% 72%
71% 71%
70% 67%
63% 62%
60% 55%
50%
40%
30%
20%
10%
0%
G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries
26

27. And government must step in to ensure business behaves responsibly;
However, South Korea and Japan least likely to agree
Believe that government needs to regulate corporations’ activities
to ensure that they are behaving in a responsible manner
100%
90%
82% 82%
80% 74% 73%
70% 69%
70% 67% 66%
63% 63% 62% 61% 61%
58% 57% 56%
60%
53% 53%
50% 49%
48%
50% 44% 42%
40%
30%
20%
10%
0%
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 countries
27

28. Roadmap to Trust
A new way forward

29. Credentials count
CEOs gain most ground as all ―authority figures‖ considered more credible
Credible Spokespeople – APAC
2010 2011
100%
90%
+7
80%
70% 68%
65%
61%
58%
-4
60%
51% 52% 51%
50% 46% 47%
45%
43%
41%
40% 37%
32% 33%
30%
N/A
20%
10%
0%
An academic Technical CEO A financial or Government NGO Person like Regular
or expert expert within industry official representative yourself employee
the company analyst
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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 APAC
29

30. CEO credibility higher in APAC than globally
Credible Spokespeople – CEO
APAC
100% +20 2010 2011
90%
+7 78%
+14 +13
80%
+10
70% 67% 66% +11
63%
58% 58% 58%
60%
53% 53%
50% 51% 50% 50% 50% 49%
50% 45%
40% 38%
40% 34%
31%
30%
20%
10%
0%
Global APAC US India Japan South Singapore China Indonesia Australia
Korea
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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 (Global excludes Australia, Singapore and UAE)
30

31. In crisis situations, people want to hear from multiple voices
Though CEO must lead the charge
Trusted spokesperson Preferred spokesperson Preferred spokesperson when the
during a company crisis during a product recall local community has been damaged
50% 50%
40%
42% 34%
40% 40%
36%
30%
30% 30%
26% 22%
20%
19%
20% 20% 15%
16% 15%
13%
13%
10% 10%
9% 10%
10% 10%
6% 6%
4% 3%
0% 0%
0%
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information
about that crisis. Informed Publics ages 25-64 in APAC
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages
25-64 in APAC
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from
about that damage? Informed Publics ages 25-64 in APAC
31

32. In a product recall, people want to hear from CEO—and tech expert
Who Informed Publics Want to Hear from During a Product Recall
US EU APAC
60% 60% 50%
42%
50% 50%
40%
40% 40%
35% 35%
33% 32% 30%
26%
30% 30%
20%
20% 18% 20%
13%
14%
11% 10%
10%
10% 7% 10% 6%
5% 4% 3%
2% 3%
0% 0% 0%
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about
that recall? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and APAC
32

33. When local community damaged, most want to hear from CEO
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
US EU APAC
60% 60% 40%
34%
50% 47% 50%
30%
40% 40% 38%
22%
30% 30% 20%
24%
15%
19% 13%
20% 20% 18%
10%
11% 10%
10% 10% 10% 6%
10% 7% 10%
2% 3%
0% 0% 0%
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do
you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and APAC
33

34. Search engines first source people go for news about a company
Online news, including traditional outlets, second stop
Where Informed Publics go for company news and information
First Source APAC Second Source APAC
Online search engine 29% 30% Online news sources 23% 27%
Are these the same types of sources
you consult first for information
23% Print 16% about a business crisis?
Online news sources 19% (newspapers/magazines)
17%
Global
Print 12%
15% Online search engine 16% 17%
(newspapers/magazines) No,
12%
Broadcast (radio/TV) 12% 16% Broadcast (radio/TV) 14% 15%
Company website 11% 11% Company website 11% 10% Yes,
88%
Friends and family 7% 4% Friends and family 10% 7%
APAC
Social media 5% 5% Social media 7% 8% Yes: 89%
No: 10%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC
34

35. Strong media brands rise to the top
Most relied on source for company information (unaided)
U.S. U.K. China Brazil
Information Sources Information Sources Information Sources Information Sources
1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 11%
2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Yahoo! 10%
3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Globo 10%
4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. Correio Braziliense 9%
5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. O Globo 7%
6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. Estadao.com 5%
7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. JB 4%
8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Brazilian 3%
9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. Folha de São Paulo 3%
10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. Terra 3%
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Brazil
35

36. Strong media brands rise to the top
Most relied on source for company information (unaided)
India Indonesia Japan South Korea
Information Sources Information Sources Information Sources Information Sources
1. Google 37% 1. Google 53% 1. Yahoo! 21% 1. Naver 32%
2. Economic Times 20% 2. Kompas 30% 2. Google 20% 2. Google 16%
Nihon Keizai Shimbun 3. Daum 14%
3. Times of India 18% 3. Yahoo! 25% 3. 13%
(NIKKEI)
4. NDTV 18% 4. detik.com 20% 4. Asahi Shimbun 13% 4. Yahoo! 10%
5. The Hindu 12% 5. Metro TV 18% 5. NHK 12% 5. Korea Economic Daily 8%
6. CNN 12% 6. Bisnis Indonesia 10% 6. TV Tokyo 4% 6. MBC 5%
7. CNBC 11% 7. Media Indonesia 8% 7. Yomiuri Shimbun 2% 7. SBS 4%
8. Business Today 10% 8. TV One 8% 8. TV Asahi 2% 8. KBS 3%
9. BBC 7% 9. Thomson Reuters 6% 9. Twitter 2% 9. Chosun Ilbo 3%
10. India Today 4% 10. Tempo 5% 10. Microsoft 1% 10. The Hankyoreh 3%
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in India, Indonesia, Japan and South Korea
36

37. Strong media brands rise to the top
Most relied on source for company information (unaided)
Singapore Australia
Information Sources Information Sources
1. Google 34% 1. Google 48%
Australian Financial
2. Straits Times 15% 2. 14%
Review
3. Baidu 15% 3. Sydney Morning Herald 12%
4. BBC 12% 4. The Age 12%
5. CNN 11% 5. ABC News 10%
6. CNBC 11% BRW (Business Review
6. 9%
Weekly)
7. Yahoo! 9% 7. Ninemsn.com.au 8%
8. Channel NewsAsia 8% 8. The Australian 7%
9. Bloomberg 8% 9. Yahoo! 6%
10. Business Times 6% Australian Stock
10. 6%
Exchange (ASX)
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in Singapore and Australia
37

38. Television and newspapers most trusted sources
Trusted Information Sources – Trust a Great Deal
APAC
Television or television news 41%
Traditional
Newspapers 40%
Radio or radio news 28%
Magazines or business magazines 23%
Online search engines 25%
sources
Multiple
Online
News/RSS feeds 18%
Content-sharing sites, such as YouTube 10%
Social Media
Social networking sites 10%
Blogs 8%
Microblogging sites, such as Twitter 7%
Corporate
Corporate communications such as press releases 24%
Corporate/product advertising 11%
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC
38

39. Informed publics need information from multiple sources, multiple voices
And need to hear it 3-5 times to believe
APAC
Ten or more times Don’t know/refused
(10+), 3% (vol), 1%
Six to Nine times (6-9), Once (1), 5%
8%
Twice (2), 26%
Four or Five times (4 -
5), 23%
3-5 times
58%
Three times (3), 35%
H137. 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 exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in APAC
39

40. India the only country in APAC to become more skeptical of information they
hear about companies
India - 2009
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
2009 9% 17% 29% 24% 9% 6% 6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3+ times: 68%
India - 2011
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
2011 4% 14% 15% 33% 29% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3+ times: 82%
H137. [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 exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in India
40

41. The Benefits of Trust

42. Through personal action, trust has tangible benefits
Actions Taken Over Past 12 Months – APAC
Distrusted Companies
_+ Trusted Companies
71% 89%
Refused to buy products/services Chose to buy products/services
61% 78%
Criticized them to a friend/colleague Recommended them to a friend/colleague
51%
Paid more for products/services
41% 51%
Shared negative opinions online Shared positive opinions online
34% 44%
Sold shares Bought shares
F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in APAC
F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in APAC
42

43. Trust protects reputation
APAC
When a company is distrusted When a company is trusted
57% will believe
negative information
after hearing it 1-2 times
49%
will believe
positive information
will believe positive after hearing it 1-2 times
16%
information after 31%
hearing it 1-2 times
will believe negative information
after hearing it 1-2 times
Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
43

44. Conclusions
Business must align profit and purpose for social
benefit
Current media landscape plus increased
skepticism requires multiple voices and channels
Demand for authority and accountability set new
expectations for corporate leadership
Trust is a protective agent and leads to tangible
benefits and sales; lack of trust is barrier to change
44

45. The Transformation of Trust
Old Trust Framework New Trust Architecture
Control Information
Protect the Brand
Stand Alone
WHAT
Focus on Profit Profit With Purpose
45