More Related Content Similar to 2012 Edelman Trust Barometer: Global Deck (20) 2012 Edelman Trust Barometer: Global Deck2. 2012 Edelman Trust Barometer
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64
Twelfth annual study
Online survey in 25 countries
30,000+ respondents
1,000 general population respondents per country
Ages 18+
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
(Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in
each country
Report significant media consumption and
engagement in business news and public policy
* This year Informed Publics were surveyed via online methodology instead of telephone
2 © Edelman, 2012. All rights reserved.
3. Edelman Trust Barometer in retrospect
2011 Rise of authority figures
2010 Trust is now an essential line of business
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
3 © Edelman, 2012. All rights reserved.
4. 4 © Edelman, 2012. All rights reserved.
5. Distrust is growing; nearly twice as many countries are now skeptics
Fewer countries now in neutral zone
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 TRUSTERS
India 65
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Argentina 62 Canada 58
India 56 Italy 56
Italy 56 Argentina 54 NEUTRAL
Canada 55 Australia 53
South Korea 53 < Brazil 51
Sweden 52 Sweden 49
Japan 51 > U.S. 49
Australia 51 South Korea 44
Spain 51 > Poland 44
France 50 U.K. 41
Poland 49 Ireland 41 DISTRUSTERS
Germany 44 France 40
U.S. 42 Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 23 countries
5 © Edelman, 2012. All rights reserved.
6. The Fragility of Trust: Focus on Japan
2011 2012
Informed Public Informed Public
TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64
TRUST IN INDUSTRIES
Business Media NGOs Government
75%
- 12 - 21 - 26
Energy
29% -46
53% 47% 48% 36% 51% 30% 51% 25%
54%
Media
33% -21
55%
Financial services
38% -17
71%
Banks
51% -20
CREDIBLE SPOKESPEOPLE
-38
-23 70% -43 -55
-43
65% 67%
63%
59% -26 TRUST IN INFORMATION SOURCES
-30
48%
42% -17 -16 -26 -13 -13
39% 40%
32%
24%
22%
18% 16%
14%
8% Newspaper TV Radio Magazines
Technical Academic CEO A Person NGO Regular Financial/ Government
Expert or Expert Like Represent. Employee Industry Official
Yourself Analyst
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all”
and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan
6 © Edelman, 2012. All rights reserved.
7. Trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS
2011
Informed Public 56%
2012 52% 53%
Informed Public
47%
2012 43%
General Public
38%
Government Business
61%
58%
49% 52%
50%
46%
Media NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total
7 © Edelman, 2012. All rights reserved.
8. Record decline in government -- NGOs and business fall to 2009 trust level
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
NGOs
Media
Business
Government
80%
70%
59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT
30%
20%
2007 2008 2009 2010 2011 2012
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 Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)
8 © Edelman, 2012. All rights reserved.
9. Several mature markets see double-digit drops in business trust
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%
N/A N/A
Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
9 © Edelman, 2012. All rights reserved.
10. Technology remains on top in all markets, finance sector still at bottom
TRUST IN INDUSTRIES – GLOBAL
2011 2012
Technology 80% Technology 79%
Telecommunications 67% Automotive 66%
2009: Automotive Food and beverage
67% 64%
58%
Food and beverage 64% Consumer packaged goods 62%
Pharmaceuticals 61% Telecommunications 60%
Energy 60% Brewing and spirits 59%
Consumer packaged goods 57% Pharmaceuticals 56%
Brewing and spirits 57% Energy 53%
Media 52% Media 51%
Banks 50% Banks 47%
Financial services Financial services
48% 45%
2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) & Informed Publics ages 35-64 in 18 country global total
10 © Edelman, 2012. All rights reserved.
11. Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West
TRUST IN BANKS
U.S. Japan
UK/France/Germany
China
India
S. Korea
100%
88%
90% 84% 85% 90%
83%
77% 87% 82%
80% 83%
72% 81%
75%
70% 69% 76%
68% 68%
67%
60% 64% 55%
58% 59% 52%
50% 51%
51% 49%
38%
40% 36%
41%
39% 29% 29%
30% 35%
27%
20% 24%
22% 21%
10%
0%
2007 2008 2009 2010 2011 2012
Q16-26. [Banks 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 35-64 in the U.S.,
UK/France/Germany, China, India, Japan and South Korea
11 © Edelman, 2012. All rights reserved.
12. Trust in technology remains high in all markets
TRUST IN TECHNOLOGY
U.S. Japan
UK/France/Germany
China
India
S. Korea
100% 95%
91% 93%
89% 93%
90% 90% 93%
87% 93%
86% 88%
83% 83%
80% 80% 81%
80% 78% 78% 79%
78% 78% 78%
76% 76% 77%
73% 74% 73%
70% 75% 76%
67%
60% 66% 67% 66%
50%
40%
30%
20%
10%
0%
2007 2008 2009 2010 2011 2012
Q16-26. [Technology 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 35-64 in the U.S.,
UK/France/Germany, China, India, Japan and South Korea
12 © Edelman, 2012. All rights reserved.
13. Majority of countries now distrust government
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88% 88%
85%
77% 78%
75% 75%
73%
64%
62% 61% 62% 62%
56%
53% 52% 54%
52% 52% 51%
50% 49%
50% 49%
44% 47%
43% 43% 43% 42% 42% 45% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%
N/A N/A
Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
13 © Edelman, 2012. All rights reserved.
14. Media only institution to see trust increase
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A N/A
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
14 © Edelman, 2012. All rights reserved.
15. Skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
13% 5% ONCE (1)
TEN OR MORE TIMES (10+)
14% TWICE (2)
6%
SIX TO NINE TIMES (6-9)
35% THREE TIMES (3)
28%
FOUR OR FIVE TIMES (4-5)
63% THREE TO FIVE TIMES
Q148. [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 enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics
ages 25-64 in 25 country global total
15 © Edelman, 2012. All rights reserved.
16. Diversification of Media
TRUST IN INFORMATION SOURCES
2011
Informed Public
2012
Informed Public
+ 10%
29%
32% + 18%
22%
26%
+ 75 %
+ 23%
14% 16%
13%
8%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE)
16 © Edelman, 2012. All rights reserved.
17. NGOs still most trusted institution, despite some declines
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
85%
79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 59%
58% 56%
55% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%
42%
41%
30%
28%
N/A N/A
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-
point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
17 © Edelman, 2012. All rights reserved.
18. NGOs surge in China and India
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
U.S.
UK/France/Germany
China
India
80%
75% 79%
70%
68%
65%
60%
55%
54%
52%
50% 48%
45% 48%
40%
35%
36%
31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do
what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust)
Informed Publics ages 35-64 in U.S., UK/France/Germany, India and China
18 © Edelman, 2012. All rights reserved.
19. 19 © Edelman, 2012. All rights reserved.
20. Trust in business and government move in sync since 2008 in Western Economies
TRUST IN BUSINESS AND GOVERNMENT
Business
Government
U.S.
80%
58%
60% 53% 51%
51% 48% 49%
44% 48% 48% 45%
45%
38%
40% 48%
44% 44% 43% 36%
39% 39% 37%
38% 38%
30%
27%
20%
0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
UK/France/Germany
80%
60%
46%
41% 40%
36% 35% 36% 38% 37% 39%
40% 34%
36%
43%
36% 38% 31%
32% 31% 32% 30%
31% 27%
20% 26% 25% 22%
0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in the U.S. and UK/France/Germany
20 © Edelman, 2012. All rights reserved.
21. Credibility of CEOs and government officials plummet
Peers and regular employees see dramatic rise
CREDIBLE SPOKESPEOPLE
2011 2012
Academic or expert 70% Academic or expert 68% Greatest
increase
since 2004
Technical expert in the company 64% Technical expert in the company 66%
Financial or industry analyst 53% A person like yourself 65% + 22
CEO
CEO 50% Regular employee 50% + 16
NGO representative 47% NGO representative 50%
A person like yourself 43% Financial or industry analyst 46%
Gov’t official or regulator
Government official or regulator 43% CEO
CEO 38% - 12
Regular employee 34% Gov’t official or regulator
Government official or regulator 29% - 14
Biggest
declines in
Barometer
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the
history
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 20 country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)
21 © Edelman, 2012. All rights reserved.
22. CEO credibility returns to low of 2009
CEO CREDIBILITY
U.S. Japan
UK/France/Germany
China
India
S. Korea
100%
90% 83%
80%
70% 66% 68%
60%
59% 63%
60%
60% 53% 56%
50% 46% 51% 46%
44% 49% 45%
40% 37% 44% 35%
37% 41%
34% 33% 28%
30% 32% 26% 34%
22% 23% 27%
20% 17% 26% 22%
23% 21%
18% 17%
10%
0%
2007 2008 2009 2010 2011 2012
Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each
person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea
22 © Edelman, 2012. All rights reserved.
23. Government leaders less trusted than business leaders to tell the truth
Business
Leaders
Government
Leaders
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%
60%
51% 53%
50% 51% 50%
50% 48%
46% 47% 46% 46% 46%
44% 43% 43%
42%
41% 40%
40% 38%
36% 36%
34% 36% 34% 34%
30%
27% 28% 29%
26%
23% 24% 24%
21%
17% 17%
14% 15%
13% 14%
10% 11% 9%
10%
5%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
23 © Edelman, 2012. All rights reserved.
24. Business not meeting public’s expectations
Business
Importance
Company LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67%
Performance 36% -31
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 67%
48% -19
TREATS EMPLOYEES WELL 64%
27% -37
PLACES CUSTOMERS AHEAD OF PROFITS 62%
26% -36
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62%
28% -34
HAS ETHICAL BUSINESS PRACTICES 61%
32% -29
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60%
27% -33
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 57%
BUSINESS 26% -31
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 55%
29% -26
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 50%
30% -20
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 49%
IN WHICH THE COMPANY OPERATES 26% -23
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46%
41% -5
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
29% -12
41% Closing the
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 39% gap on
23% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 38%
expectations
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 31% -7
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36%
SOCIETAL ISSUES 19% -17
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t
Know’ responses); Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total
24 © Edelman, 2012. All rights reserved.
25. Government not meeting public’s expectations
Government
Importance
Government
Performance
67%
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
17% -50
66%
HAS TRANSPARENT AND OPEN PRACTICES
16% -50
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65%
COUNTRY 19% -46
65%
COMMUNICATES FREQUENTLY AND HONESTLY
16% -49
56%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
18% -38
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54%
EMPLOYMENT OPPORTUNITIES 18% -36
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52%
LOCAL COMMUNITIES 16% -36
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41%
ADDRESS SOCIETAL ISSUES 14% -27
Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to
building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box, Very/Extremely Important) General Population in 25 country global total;
Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing
"extremely poorly" and nine means they are performing "extremely well". (Top 2 Box, Performing Very/Extremely Well) General Population in 25 country global total
25 © Edelman, 2012. All rights reserved.
26. Despite lack of trust in government, calls for increased regulations
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
68%
64%
61%
58%
54% 54% 54% 53%
51% 50%
50% 49%
48% 48% 46% 45%
40% 40%
38%
36% 35%
34%
30% 30%
25%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
26 © Edelman, 2012. All rights reserved.
27. Calls for greater protection and responsible behavior
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
31%
PROTECT CONSUMERS from irresponsible business practices
Business can address
on its own
25%
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
16% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
4% Government SHOULD NOT PLAY A ROLE in business
Perceived drivers of irresponsible behavior:
• Poor management (29%)
• Unethical business practices (28%)
• Shortcuts that lead to poor quality (21%)
Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total; Q127. Which of the following items do
you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed Publics ages 25-64 in 25-country global total
27 © Edelman, 2012. All rights reserved.
28. 28 © Edelman, 2012. All rights reserved.
29. BUSINESS
CAN EARN LICENSE TO LEAD 2008-2009
Low trust in
business and CEOs
Business has
flexibility and speed
THE DYNAMIC OF
TRUST BETWEEN Call for increased
regulation
BUSINESS & protection from
Business leaders GOVERNMENT irresponsible
behavior sought
more trusted than
government leaders
business has advantage
in 24 out of 25 markets
2011
Government
responds
Dwindling trust
in government
policy paralysis
29 © Edelman, 2012. All rights reserved.
30. Business: from license to operate to license to lead
CURRENT TRUST BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
47% TRUST BUSINESS 1 Listens to customer needs and feedback
1 Delivers consistent financial returns SOCIETAL ATTRIBUTES
MORE IMPORTANT TO 1 High quality products or services
2 Innovator of new products BUILDING FUTURE 3 Treats employees well
TRUST
3 Highly regarded, top leadership 4 Places customers ahead of profits
3 Ranks on a global list 4 Takes actions to address issue or crisis
6 Has ethical business practices
5 Partners with third parties
7 Has transparent and open business
CURRENT TRUST 8 Communicates frequently and honestly
DRIVEN BY OPERATIONAL
ATTRIBUTES 9 Works to protect/ improve environment
10 Addresses society's needs
11 Positively impacts the local community
12 Innovator of new products
13 Highly regarded, top leadership
14 Delivers consistent financial returns
Societal
15 Ranks on a global list
Operational
16 Partners with third parties
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 25 country global total; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale
where
one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total
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31. Earn License to Lead
Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
31 © Edelman, 2012. All rights reserved.
32. 32 © Edelman, 2012. All rights reserved.