Edelman Trust Barometer 2016 Indonesia

1. Global & Indonesia Results
2016 Edelman
Trust Barometer

2. ACTIONS
WHAT DETERMINES OUR ACTIONS
Where do you buy your durians?

3. ACTIONS
We use trust every day to
determine most of our daily
decisions :
 Purchase
 Relationship
 Recommendations
TRUST MATTERS
We will go back to that we trust.

4. Reputation is a result of
your past actions.
It is based on previous
track record.
It is based on whether
your promises have
been fulfilled.
Trust is forward looking,
and must be earned.
Trust leads to people
giving you a chance.
Trust can change bad
reputation to good.
TRUST VS REPUTATION?

5. 47
40
34
27
22
19
Indonesia – Trust Is A Business Imperative,
Mirrors Global Outcomes
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, Indonesia, question asked of half the sample. Q377-380. Still thinking about the past
12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population,
Indonesia, question asked of half the sample.
Percent who engage in each behavior based on trust
75
74
59
49
40
25
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more
than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
General
Population
5

6. Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64
‣ College educated
‣ In top 25% of household income per age group in each country
‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
6

7. 1 State of Trust

8. 51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
Global Trust Rising
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, 27-country global total.
8
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3
Informed
Public
General
Population
2015 2016
+4 +5 +2 +1

9. 60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, 25-country global total.
9
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
49
48
46
49
NGOs
Government
Media
Business
Global Results Show Post-Recession Highs
Informed
Public
General
Population

10. 64
70 68 65
57
71
63 58
77
84
80
72
66
80
70 66
Indonesia Trust Falling
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, Indonesia.
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
-11 -4 -10 -6
2015 2016
-7 +1 -5 -7
10

11. 53
51
73
77
66
49
53
62
64
57
40
47
53
72
66
36
49 49
65
58
2012 2013 2014 2015 2016
78
74
82
84
80
63
69 68
70 71
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, Indonesia.
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
80
77 78
80
70
68
73
69 68
63
NGO’s
Government
Media
Business
Indonesia 5 Year Trend Shows Government & NGO Trust Up,
But Still Behind Business & Media
Informed
Public
General
Population
11

12. 2 Trust
Inequality

13. Mass
Population
Globally we see an Inversion of Influence
13
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total.
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index
Informed
Public

14. Mass
Population
Same challenge for Indonesia, but, not as marked
14
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, Indonesia.
79%
of
population
62 Trust Index
21%
of
population
70 Trust Index
Informed
Public

15. Influence
The Inversion of
Influence
15
Influence
& Authority
Authority
Old Model
‣ Elites have access
to more/better
information
‣ Elites’ interests
interconnected with
those of mass
‣ Becoming an “elite”
open to all
New Reality
‣ Peer-to-peer influence
more powerful than top-
down
‣ Increasing distrust
among mass population
‣ Mass movements based
on dissatisfaction and
urgency
The Divide
‣ Democratization of
information and more
information
‣ High-profile revelations
of greed and
misbehavior
‣ Income inequality

16. 50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you
“do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
16
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents

17. A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
17
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10

18. In Indonesia, A Divide But Not Yet in Double Digits
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, Indonesia.
18
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
General
Public
8pt
Gap
10pt
Gap
63
62
72
78
70
53
60
61
65
62
2012 2013 2014 2015 2016

19. Leadership in a Divided World:
An Opportunity
for Business
3

20. Higher trust in business in 21 countries
53
50
76
71 70
69
64
60
58 57 56 56
53 52 51
48
46 46 46
43 43 42
38
42
70
67
60
39 38
33
42
46
32
58
32
65
21
16
39
30
53
49
26
45
39
26
45
36
24
39
32
39
19
42
79 80
74
45
53
35
Global
GDP5
Mexico
Indonesia
Colombia
India
Brazil
S.Africa
Malaysia
Italy
Canada
Netherlands
Argentina
Australia
U.S.
Spain
Sweden
U.K.
France
Japan
Ireland
Germany
Poland
Turkey
China
UAE
Singapore
HongKong
Russia
S.Korea
50%
Global Comparison - Business vs. Government
Source: 2016 Edelman Trust Barometer 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 nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General
Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
20
Percent trust in business vs. government, 2016, ranked by trust in business
Business Government
General
Population

21. Integrity 54 31 23
Has Ethical Business Practices 51 31 24
Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23
Has Transparent And Open Business Practices 55 31 24
Engagement 55 32 23
Treats Employees Well 58 33 25
Listens To Customer Needs And Feedback 58 33 25
Places Customers Ahead Of Profits 55 31 24
Communicates Frequently And Honestly On The State Of Its Business 48 29 19
Products 49 34 15
Offers High Quality Products Or Services 58 35 23
Is An Innovator Of New Products, Services Or Ideas 41 32 9
Purpose 43 28 15
Works To Protect And Improve The Environment 50 30 20
Creates Programs That Positively Impact The Local Community 44 29 15
Addresses Society's Needs In Its Everyday Business 45 29 16
Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10
Operations 37 28 9
Has Highly-Regarded And Widely Admired Top Leadership 39 27 12
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9
Delivers Consistent Financial Returns To Investors 36 28 8
Global – Trust Drivers
Company Importance vs. Performance
%
Performance
%
Importance Gap
General
Population
21
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute 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,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population, 28-
country global total.

22. 63
57
51
48
67
63
57
51
63
69
62
47
51
48
45
41
55
53
48
42
55
61
56
41
NGOs Business Media Government
Globally, Business Most Trusted to Keep Pace
22
Percent trust, 2015 and 2016, and percent who trust each
institution to keep up with the changing times, 2016
Informed
Public
General
Population
Trust
2016
Trusted to
keep pace
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), Informed Public
and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep
up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a
great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
Business in the lead
Trust
2015

23. Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Global Financial Services & Energy Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as
subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
23

24. Global Consensus –
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree).
General Population, 27-country global total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
General
Population
24

25. 66
80
70
66
62
76
70
63
57
71
63
58
61
72
67
60
NGOs Business Media Government
Indonesians Place Even More Trust in Business to Keep Pace
Source: 2016 Edelman Trust Barometer 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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Q441-444 Below
is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means
that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed
Public and General Population, Indonesia..
25
Percent trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust Trusted to
keep paceBusiness in the lead

26. 55%
60%
65%
70%
75%
80%
85%
90%
Sector Trends:
In Indonesia, CPG & Financial Services See Biggest Rebound
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Indonesia.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 85% 87% 88% 86% 84% 1
Automotive 80% 84% 85% 85% 80% 0
Telecommunications 72% 83% 83% 82% 80% 8
Food & Beverage 68% 73% 74% 75% 75% 7
Financial Service 66% 74% 71% 72% 75% 9
Energy 66% 76% 74% 75% 74% 8
Consumer packaged goods 60% 70% 70% 71% 73% 13
Pharmaceutical 76% 77% 77% 77% 72% 4
General
Population
26

27. Indonesians Also Believe
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General
Population, Indonesia, question asked of half the sample.
81% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
General
Population
27

28. Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Societal
Expectations
Vary
28
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
China
U.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
Malaysia
Colombia
Japan
Australia
Russia
S. Korea
Italy
Spain
Indonesia
UAE
S. Africa
India
General
Population
R
I
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I

29. Integrity 53 38 15
Has Ethical Business Practices 55 38 17
Takes Responsible Actions To Address An Issue Or A Crisis 52 39 13
Has Transparent And Open Business Practices 52 38 14
Engagement 53 38 15
Treats Employees Well 55 39 16
Listens To Customer Needs And Feedback 55 40 15
Places Customers Ahead Of Profits 50 38 12
Communicates Frequently And Honestly On The State Of Its Business 50 35 15
Products 50 41 9
Offers High Quality Products Or Services 55 43 12
Is An Innovator Of New Products, Services Or Ideas 45 39 6
Purpose 46 35 11
Works To Protect And Improve The Environment 52 38 14
Creates Programs That Positively Impact The Local Community 52 39 13
Addresses Society's Needs In Its Everyday Business 50 38 12
Partners With NGOs, Government And Third Parties To Address Societal Issues 31 26 5
Operations 35 32 3
Has Highly-Regarded And Widely Admired Top Leadership 31 28 3
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 37 33 4
Delivers Consistent Financial Returns To Investors 37 34 3
Indonesia - Trust Drivers
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute 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,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population,
Indonesia.
Company Importance vs. Performance
%
Importance
%
Performance Gap
General
Population
29

30. Trusted Spokesperson,
Media Channels
Leadership in a Divided World:
4

31. 63 64
57
50
48
41
50
39
33
67
64 63
53 52
49 48
44
35
Globally, Peers & Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, 27-country global total.
31
Percent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors
Government
official/regulator
CEO credibility
increased the most
General
Population
+6

32. 71
58
70
63
57
51
35
42
39
69 68
64
60
57
48
37 37
32
In Indonesia, Peers & Experts More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, Indonesia, question asked of half the sample.
Percent who rate each spokesperson as extremely/very credible
2015 2016
+10
Technical
Expert
A person
like
yourself
Academic
Expert
Financial
Industry
Analyst
CEO Board of
Directors
Employee NGO
representative
A person like yourself
credibility
increased the most
General
Population
Government
official/
regulator
32

33. 42 42
31 32
45 46
37
35 34
37
45
41
24 23
36
18 17
21
29
32 31
41
27
24
19
22
15
21
18
20
6 7 8
12
8
10
In Indonesia, CEO and Senior Execs Lead
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s
business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust
MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613
Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust
MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on
issues related to the industry in which it operates? General Population, Indonesia, question asked of half the sample.
33
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson

34. 71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
Global Average - Influence of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online
search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,
etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed
magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 34
Percent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
General
Population

35. 58
53
44
63
46
2012 2013 2014 2015 2016
Global - Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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
nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting
of digital media than
general population
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General
Population
35
Millennials Gap
66 3
58 0
58 5
51 5
51 7

36. 50%
67
61
53
46
39
46
40
34
30
26
78
65
62
55
49
44 42
37
32 31
My friends
and family
An academic
expert
Companies
that I use
Employees of
a company
A company
CEO
A journalist A well-known
online
personality
Elected
officials
Celebrities Companies I
don’t use*
Global - Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 36
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11
General
Population
+10
2015 2016

37. Indonesia - Influence of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online
search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,
etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed
magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Indonesia, question asked of half the sample.
Percent who use each media source several times a week or more
General
Population
2 of top 3 most-used
sources of news and
information are peer-
influenced media
37
85
79
72
53
53
49
Social
Search
TV
Newspapers
Blogs
Magazines

38. 78
76
80 80
7575 75
77
72
70
69 71
72
69 69
62
67
69
67
65
69
68
69
71
63
2012 2013 2014 2015 2016
Indonesia - Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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 nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box,
Trust) General Population and Millennials, Indonesia, question asked of half the sample.
Percent trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.
**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Industry Millenials Gap
Search Engines* 75% 0
Traditional Media 71% 1
Online-only Media** 69% 0
Owned media 68% 3
Social media 64% 1
General
Population
38

39. 74 77
69
64
44
57
65
46
55
45
79
73 72
69 68
64
60
50 49
40
My friends
and family
An academic
expert
Companies
that I use
A company
CEO
A well-known
online
personality
Employees of
a company
A journalist Companies
[brands] I
don’t use
Elected
officials
Celebrities
Indonesia - Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? General Population, Indonesia, question asked of half the sample.
39
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
General
Population

40. Building Trust
Leadership in a Divided World:
5

41. Integrity 53 36 17
Exhibits highly ethical behaviors 54 35 19
Takes responsible actions to address an issue or crisis 55 42 13
Behaves in a way that is transparent and open 51 33 18
Engagement 50 35 15
Treats employees well 52 38 14
Listens to customer needs and feedback 52 38 14
Places customer ahead of profits 48 33 15
Communicates frequently and honestly on the state of their company 46 32 14
Products 50 43 7
Places a premium on offering high quality products or services 53 44 9
Is focused on driving innovation and introducing new products/services/ideas 47 42 5
Purpose 45 34 11
Is dedicated to protecting and improving the environment 51 34 17
Ensures that the company creates programs that positively impact the local community in which it
operates
50 42 8
Ensures that the company addresses society's needs in its everyday business 47 34 13
Ensures that the company partners with NGOs, government and third parties to address societal
issues
32 27 5
Operations 39 33 6
Attracts and retains a highly-regarded and widely admired top leadership team 35 31 4
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 39 30 9
Manages the company in a way that delivers consistent financial returns 42 37 5
Indonesia - Leaders Seen As Underperforming, But Across
Different Attributes
Source: 2016 Edelman Trust
Barometer. Q462-478 How important
is each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs on how well you think they are
performing on each of the following
attributes. Use a 9-point scale where
one means they are “performing
extremely poorly” and nine means
they are “performing extremely well.”
CEO questions use the same scales
as the business questions. (Top 2
Box, Performance) General
Population, Indonesia.
Importance vs. performance of 16 trust-building leadership attributes
Company
Importance
Business
Performance Gap
General
Population
41

42. Desired Leadership Qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top five in each region
42
cannot name any CEOs*
60% of
global
respondents
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important
characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General
Population, 10-country global total.

43. 73%
79%
83%
84%
Their education and
how it shaped them
Personal success storyThe obstacles they have
overcome
Their personal values
Indonesia - Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?
Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population,
28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net =
Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the
CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your
trust. (Top 4 Box, Important) General Population, Indonesia, question asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
General
Population
43

44. Indonesia - CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the
average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can
be trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, Indonesia.
44
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
57%
66%
Job creation
Positive
long-term impact
Not Enough
31%
61%
General
Population

45. Indonesia - Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Indonesia,
question asked of half the sample.
45
Percent who agree that CEOs should be personally visible in discussing…
8in 10
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
7in 10
Financial
Results
General
Population

46. Indonesia - Purpose Impacts Trust
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Indonesia.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Helps me and my family
live a fulfilling life
Contributes to the
greater good/Allows me
to be a productive
member of society
Lacks economic growth
Fails to contribute
to the greater good
Does not help me and
my family live a fulfilling
life
63%
51%
50%
40%
34%
33%
General
Population
46

47. Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Indonesia - Employee Advocacy Increases
With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of
the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, Indonesia, question asked of half the sample. 47
Percent who agree with each statement, comparing those who work at
companies/for CEOs involved in addressing broader societal issues vs.
those who do not
68
71
74
79
79
82
84
Recommend company as an employer
Stay working for the company
Confidence in the future of the company
Recommend products and services to
others
Motivated to perform
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
1
2
3
3
7
9
10
85
84
82
82
81
80
78
General
Population

48. The Path Ahead
6

49. 47
40
34
27
22
19
Trust Is A Tangible Asset, It Is A Business Imperative
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, Indonesia, question asked of half the sample. Q377-380. Still thinking about the past
12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population,
Indonesia, question asked of half the sample.
Percent who engage in each behavior based on trust
75
74
59
49
40
25
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more
than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
General
Population
49

50. Embracing the
New Reality of Influence to
Address Trust Inequality
50
‣ Create societal impact in addition to profits through
purposeful action
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where
they are, about what most interests/concerns them
Influence
Authority
Leadership
Actions
Values
Employee
Advocacy
Engagement
TRUST

51. For more information, contact:
Raymond Siva
CEO Edelman Indonesia
Raymond.Siva@edelman.com / +62 21 721 59000