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2016 Edelman Trust Barometer - Food & Beverage Results

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There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.

Publié dans : Alimentation
  • It is a pity nobody ever asked me anything... Based on my extensive research I have zero trust in governments, the food industry, the media, Western patent medicine, nor in the educational system and academia...
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2016 Edelman Trust Barometer - Food & Beverage Results

  1. 1. THIS EXIT MARKET In Today’s Global Food & Beverage Environment
  2. 2. OUR 5-STEP RECIPE FOR TRUST IN FOOD & BEVERAGE • The growing inequality in trust that we see in the Edelman Trust Barometer also applies to the food and beverage industry, and is even more pronounced in industry sub- sectors. • “Swing trusters” – the largest group of constituents – are the food and beverage industry’s equivalent to on-the-fence voters, and need to be further examined and engaged in trust- building efforts. • Purpose is the missing – but essential – ingredient in food and beverage industry trust. • In this transformative food and beverage environment, CEO trust must be earned by taking transparent actions that drive both business and societal benefit. • If CEOs are the executive chefs, the industry employees at all levels are the untapped – and indispensable – sous chefs in building and maintaining food and beverage industry trust.
  3. 3. 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 Mass Population ‣ All population, not including Informed Public ‣ Represents 85% of total global population 3
  4. 4. Trust in Retrospect 4 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016
  5. 5. 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. 6 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 53 57 53 51 56 46 49 48 46 49 NGOs Government Media Business Post-Recession Highs Informed Public General Population
  6. 6. 55 Global 60 Global 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 84 UAE 79 India 78 Indonesia 75 China 65 Singapore 64 Netherlands 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 48 Italy 48 S. Africa 47 Hong Kong 47 S. Korea 46 U.K. 45 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 40 Turkey 37 Ireland 37 Japan 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea 59 Brazil 59 Mexico 56 Malaysia 53 Canada 52 Australia 52 France 52 U.S. 50 Germany Trust Index: Informed Public Drives Rebound Average trust in institutions, Informed Public, 2015 vs. 2016 2015 2016 Informed Public trust up 5 points Trusters from 22% in 2015 to 39% in 2016 Distrusters from 48% in 2015 to 21% in 2016 Trusters Neutrals Distrusters 7 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
  7. 7. 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Trust Index: General Population Lags Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 60% of countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. Informed Public General Population 60 Global 50 Global 8 Trusters Neutrals Distrusters
  8. 8. 53 58 56 56 60 44 47 46 46 48 2012 2013 2014 2015 2016 A Significant Divide 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, 25-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 9 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 12pt Gap 9pt Gap in trust inequality-- which jumps to a 5-point increase among the GDP5 3-point increase
  9. 9. A Position of Strength 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. 10 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 NGOs Business Media Government +4 +6 +6 +3 +4 +5 +2 +1 Informed Public General Population 2015 2016 Business closing NGO’s long-held lead in trust
  10. 10. 50% 18 of 28 countries have a double-digit trust gap between high-income and low-income respondents 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. 11 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 14 19192022262931 Low-income respondents High-income respondents 17 171715
  11. 11. 50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 55 55 51 69 62 64 73 73 79 81 87 47 37 15 20 24 31 31 33 33 34 34 36 36 37 39 45 46 47 49 49 49 57 64 64 65 69 70 74 81 83 Global GDP5 Japan France Germany U.K. Australia Italy S.Korea Netherlands Sweden Poland HongKong Canada Russia U.S. Singapore Turkey Ireland S.Africa Spain Malaysia Mexico Argentina Brazil China UAE Indonesia Colombia India In 19 of 28 countries, less than 50% of Mass Population think they will be better off in five years Mass Population Less Optimistic About the Future Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 12 Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed Public Mass Population 17 10 12 13 10 21 10 13 18
  12. 12. Mass Population The 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
  13. 13. 71 69 67 45 32 28 Search TV Social Newspapers Magazines Blogs Influence of Peer-Driven Media Source: 2016 Edelman Trust Barometer Q278-597 - 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. 14 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
  14. 14. 58 53 44 63 46 2012 2013 2014 2015 2016 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 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 15 Millennials Gap 66 3 58 0 58 5 51 5 51 7
  15. 15. 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 C ompanies that I use Employees of a company A company C EO A journalist A well-known online personality Elected officials C elebrities Companies I don’t use* 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. 16 +11 General Population +10 2015 2016 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016
  16. 16. Food & Beverage Industry Enjoys High Trust Ratings 18 Trust in business vs. trust in food & beverage, 2016 General Population Trust in Business Trust in the Food & Beverage Sector 53% 63% Trust in Food & Beverage higher than trust in business in most countries Trust in Food & Beverage rises in all countries but Japan, Hong Kong, India, UAE, S. Africa, Russia, Poland, U.K. 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). 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, 28-country global total.
  17. 17. 50% 63 60 60 70 84 81 75 55 51 60 46 62 47 59 59 68 51 52 46 75 73 87 80 43 37 45 67 68 80 6569 68 66 79 88 82 81 66 62 71 56 61 53 59 73 68 52 49 45 75 72 82 81 62 53 54 76 73 80 77 Global28 GDP5 Canada U.S. Mexico Colombia Brazil Argentina Ireland U.K. Sweden Netherlands Germany France Spain Italy Turkey Poland Russia S.Africa UAE India China HongKong S.Korea Japan Malaysia Singapore Indonesia Australia -5 Amongst Informed Publics, Food & Beverage More Trusted than Business in Most Countries 19 Percent trust in business vs. trust in food & beverage, 2016 Greater or equal trust in food and beverage in 23 countries Food & Beverage Business Informed Public 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). 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) Informed Public, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. +19+11+11 +11 +14 +12+16+10+6 +9 +6 +6 +9 +9 +5+8+6
  18. 18. 50% 53 50 56 51 76 70 64 53 43 46 46 56 42 46 48 57 42 38 38 60 67 69 70 39 33 43 58 60 71 52 63 63 66 70 79 76 73 67 60 64 51 62 57 58 67 64 45 50 43 67 74 75 70 59 48 52 68 68 75 68 Global28 GDP5 Canada U.S. Mexico Colombia Brazil Argentina Ireland U.K. Sweden Netherlands Germany France Spain Italy Turkey Poland Russia S.Africa UAE India China HongKong S.Korea Japan Malaysia Singapore Indonesia Australia +8 Amongst General Population, Food & Beverage More Trusted in Most Countries 20 Percent trust in business vs. trust in food & beverage, 2016 Greater or equal trust in food and beverage in all 28 countries +10+14+10 +16+19 +19 General Population Food & Beverage Business 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). 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, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. +18 +12+15 +12 +20 +15+17+6 +9 +5+10 +13 +6 +7 +5 +7 +9+7 +6
  19. 19. 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: Food & Beverage Moves to Second Place* 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. 2012 2013 2014 2015 2016 General Population 21 *Only showing sectors for which trending data is available Trust in each industry sector, 2012-2016
  20. 20. 50% 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) Q65-439. Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using 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” to do what is right. (Top 4 Box, Trust), question asked of half the sample. General Population, 28-country global total. But the Industry Halo Doesn’t Automatically Transfer to Individual Companies 22 General Population 63 77 75 68 67 63 60 58 56 54 48 46 33 32 29 Food&Beverage TechCo.1 TechCo.2 PharmaCo.1 TechCo.3 Food&BevCo.1 EnergyCo.1 EnergyCo.2 CPGCo.1 Food&BevCo.2 Food&BevCo.3 CPGCo.2 PharmaCo.2 Conglomerate Co.1 TechCo.4 Trust in food & beverage sector, and trust in blinded companies
  21. 21. 50% 67 65 65 70 80 79 65 59 67 48 62 51 59 69 65 45 52 51 71 86 85 77 62 51 60 71 71 84 72 68 68 66 79 88 82 81 66 62 71 56 61 53 59 73 68 52 49 45 75 72 82 81 62 53 54 76 73 80 77 Global27 GDP5 Canada U.S. Mexico Colombia (n/a2015) Brazil Argentina Ireland U.K. Sweden Netherlands Germany France Spain Italy Turkey Poland Russia S.Africa UAE India China HongKong S.Korea Japan Malaysia Singapore Indonesia Australia Amongst Informed Publics, there’s Global Increase in Industry Trust 23 Increased or equal trust in 20 countries 2015 2016 Informed Public 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) Informed Public, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. +9 +8 +8 +7 +5 +5 -14 -6-6-3 -3 -4 Percent trust in food & beverage, 2015 vs. 2016, Informed Public (27-country global total)
  22. 22. 50% 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, 27-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 62 61 66 68 73 73 66 59 68 45 59 55 57 61 64 40 51 45 71 77 78 62 64 45 54 69 68 75 67 63 63 66 70 79 76 73 67 60 64 51 62 57 58 67 64 45 50 43 67 74 75 70 59 48 52 68 68 75 68 Global27 GDP5 Canada U.S. Mexico Colombia (n/a2015) Brazil Argentina Ireland U.K. Sweden Netherlands Germany France Spain Italy Turkey Poland Russia S.Africa UAE India China HongKong S.Korea Japan Malaysia Singapore Indonesia Australia -4-4 -3 Gains Are More Modest with General Population 24 Increased or equal trust in 18 countries General Population 2015 2016 +6 +6 +6 +8 -5 +5 +3-3 +3 Percent trust in food & beverage, 2015 vs. 2016, General Population (27-country global total)
  23. 23. 50% 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) Informed Public and General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 69 68 66 79 88 82 81 66 62 71 56 61 53 59 73 68 52 49 45 75 72 82 81 62 53 54 76 73 80 77 63 63 66 70 79 76 73 67 60 64 51 62 57 58 67 64 45 50 43 67 74 75 70 59 48 52 68 68 75 68 Global28 GDP5 Canada U.S. Mexico Colombia Brazil Argentina Ireland U.K. Sweden Netherlands Germany France Spain Italy Turkey Poland Russia S.Africa UAE India China HongKong S.Korea Japan Malaysia Singapore Indonesia Australia Between the Two, We See a Trust Gap in Most Markets 25 Informed Public General PopulationTrust among Informed Public trust is equal or higher than General Population trust in every country but Argentina, Germany, Poland, the Netherlands and UAE -9 -9 -6 -8 -7 -5 -6 -8 -11 -5 -8-7 -5 -9-7 -5 Percent trust in food & beverage, Informed Public vs. General Population
  24. 24. 26 With Nominal Trust Gains in Subsectors… Percent change in trust gains 2015 vs. 2016 (27-country global total) Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 27-country global total, question asked of one-fifth the sample. * Not asked in 2015. ** Asked as Food and Beverage Retailers in 2015. 63 67 60 48 63 68 57 Food & Beverage Industry Grocery, Supermarkets & Food Retailers** Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Brewing & Spirits* General Population +6 +1 +1 +1 N/A+1
  25. 25. 63 69 74 70 56 71 76 69 The Gaps Remain Throughout Industry Sub-Sectors 27 Informed Public General Population 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). 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). Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. Informed Public and General Population, 28-country global total. 53 63 67 60 49 64 68 57 6 7 10 7 7 12 8 Business Food & Beverage Grocery, Supermarkets & Food Retailers Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Brewing & Spirits Percent trust in business, the food & beverage sector and sub-sectors Shows Gap
  26. 26. But How Strong is that Trust? 28 Digging deeper into Trusters, Neutrals and Distrusters reveals industry and sub-sector vulnerability. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9) General Population Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. 23 24 20 15 23 27 20 40 43 41 35 40 41 37 17 16 19 19 17 16 18 19 15 20 31 14 13 21 Food & Beverage Industry Grocery, Supermarkets & Food Retailers Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Brewing & Spirits Percent trust in various industry sub-sectors, General Population Of note: Farming & Fishery and Grocery gain High Trusters
  27. 27. The Opportunity: Swing Trusters 29 Swing Trusters present the industry and its sub-sectors an opportunity to strengthen Trust General Population Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. General Population Swing Trusters 57% 59% 60% 54% 57% 57% Food & Beverage Industry Grocery, Supermarkets & Food Retailers Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Brewing & Spirits 55% Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9) Percent trust in various industry sub-sectors, General Population
  28. 28. Industry Sub-sectors: Food & Beverage Manufacturers 30 Percent trust in food & beverage manufacturers General Population 20 17 24 34 33 35 21 17 20 13 10 14 8 21 17 12 12 12 30 36 39 24 10 12 5 21 20 23 20 41 47 46 36 36 34 42 45 41 38 46 42 33 45 41 30 34 33 42 39 35 49 43 35 48 37 43 52 36 19 15 13 12 20 17 20 19 18 19 25 21 19 18 18 19 16 22 16 12 12 16 27 24 33 25 23 15 21 20 18 14 17 10 13 17 15 17 26 17 24 37 14 25 39 37 32 12 12 13 12 18 28 10 15 13 10 19 Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9)
  29. 29. Industry Sub-sectors: Food & Beverage Manufacturers 31 Percent trust in food & beverage manufacturers General Population Swing Trusters Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. 60 59 62 48 56 62 59 6364 59 63 5271 50 57 55 51 58 49 47 65 81 59 67 576670 6251 Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9)
  30. 30. 32 Percent trust in grocery stores / supermarkets / food retailers General Population 24 28 31 42 39 33 25 17 21 18 12 17 12 25 25 17 11 15 33 43 50 21 12 14 6 22 26 33 19 43 46 43 41 38 42 38 50 44 39 55 42 35 48 45 41 40 35 44 36 31 58 45 39 52 46 47 48 41 16 11 14 5 13 15 20 16 14 19 18 23 24 13 16 16 16 20 9 10 8 14 25 25 28 24 15 13 16 15 13 10 11 10 9 17 16 20 22 11 16 26 14 15 26 32 27 14 10 10 7 16 19 11 8 10 6 22 Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9) Industry Sub-sectors: Grocery Stores, Supermarkets & Food Retailers
  31. 31. Industry Sub-sectors: Grocery Stores, Supermarkets & Food Retailers 33 General Population Swing Trusters Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. Percent trust in grocery stores / supermarkets / food retailers 59 57 57 46 51 58 58 6566 61 61 5973 56 58 55 46 53 57 39 72 80 64 61 576270 7057 Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9)
  32. 32. Industry Sub-sectors: Fast Food Restaurants 34 Percent trust in fast food restaurants General Population 15 14 21 22 23 25 14 12 12 4 6 5 5 13 13 6 4 10 17 32 34 21 10 10 5 23 18 20 11 35 39 37 36 36 34 32 28 36 27 36 33 26 35 28 27 28 21 34 35 34 46 41 31 39 36 41 44 35 19 17 15 11 18 14 19 20 19 19 25 17 25 18 22 18 12 18 20 12 10 17 26 26 27 20 21 20 22 31 29 25 30 22 26 37 39 31 47 30 45 43 34 37 49 54 48 28 21 21 16 23 33 27 21 18 15 32 Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9)
  33. 33. Industry Sub-sectors: Fast Food Restaurants 35 Percent trust in fast food restaurants General Population Swing Trusters Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. 54 52 56 47 54 51 55 5048 50 53 5161 40 46 39 47 54 45 44 63 66 57 64 576267 5648 Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9)
  34. 34. Industry Sub-sectors: Agribusiness 36 Percent trust in agribusiness General Population 23 21 23 37 37 38 19 19 19 23 15 14 9 21 33 19 17 20 32 37 43 31 8 18 6 26 18 29 23 40 40 34 36 37 35 44 39 33 42 49 40 33 40 43 35 42 42 36 38 34 46 41 41 50 48 41 49 39 17 14 17 10 10 8 18 16 15 17 19 24 19 18 13 20 16 21 14 9 12 15 28 18 27 17 24 14 15 14 15 17 13 11 16 15 18 16 11 13 20 38 15 9 25 23 15 13 9 5 7 18 17 10 8 9 8 12 Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9)
  35. 35. Industry Sub-sectors: Agribusiness 37 Percent trust in agribusiness General Population Swing Trusters Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. 57 51 54 46 47 62 48 6455 56 58 5268 58 59 63 47 50 55 46 61 77 59 63 546569 6543 Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9)
  36. 36. Industry Sub-sectors: Farming & Fishery 38 Percent trust in farming & fishery General Population 27 31 33 38 33 37 20 25 34 23 20 22 12 31 18 25 19 32 39 44 45 30 7 21 10 28 17 33 31 41 43 37 39 43 37 45 44 38 43 48 41 40 36 39 42 40 42 35 33 31 48 38 43 54 44 49 46 39 16 10 15 9 10 14 13 14 12 16 20 22 25 19 19 11 21 15 15 10 11 11 30 18 22 20 19 13 12 13 13 13 9 6 8 18 14 12 14 11 17 22 12 21 22 18 9 11 10 8 9 19 14 13 8 10 7 12 Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9)
  37. 37. Industry Sub-sectors: Farming & Fishery 39 Percent trust in farming & fishery General Population Swing Trusters Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. 57 52 53 48 53 58 50 6358 58 55 6568 61 59 57 43 50 53 42 59 76 61 59 516868 6451 Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9)
  38. 38. Industry Sub-sectors: Brewing & Spirits 40 Percent trust in brewing & spirits General Population 20 28 31 39 25 27 20 22 29 17 18 15 13 17 17 12 16 11 29 28 23 25 10 11 11 10 19 9 20 37 45 27 32 38 34 41 45 43 37 45 41 42 34 52 27 34 32 32 28 38 51 42 33 51 24 39 30 36 18 15 14 12 13 14 19 15 12 22 16 20 21 20 15 15 23 21 17 12 11 14 28 23 28 20 22 14 22 21 9 19 16 21 21 18 15 13 19 19 22 20 28 16 42 23 35 22 24 19 8 15 29 8 38 15 43 18 Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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". General Population, 28-country global total, question asked of one-fifth the sample. Distrusters (1-4) Neutral (5) Weak Trusters (6,7) High Trusters (8,9)
  39. 39. Industry Sub-sectors: Brewing & Spirits 41 Percent trust in brewing & spirits General Population Swing Trusters Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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". General Population, 28-country global total, question asked of one-fifth the sample. 55 41 60 44 51 60 55 6160 67 54 6361 57 59 53 40 49 42 49 65 79 56 44 586170 4448 Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9)
  40. 40. Understanding Low Trust: Purpose Impacts Trust 42 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, 28-country global total. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Allows me to be a productive member of society Fails to contribute to the greater good Lacks economic growth No public services 59% 45% 40% 50% 39% 36% General Population
  41. 41. 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 43
  42. 42. Societal Expectations Vary 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. 44 Percent who agree that each is an important issue for business to address U.S. Canada Mexico Brazil Argentina U.K. Germany France Italy Spain Ireland Netherlands Poland Sweden Russia UAE SouthAfrica Turkey India China Japan S.Korea Indonesia Australia Singapore HongKong Malaysia Colombia Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89 Improving access to food, potable water and housing 79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89 Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88 Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88 C reating and maintaining a modern infrastructure 80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88 Supporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86 Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85 Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85 Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84 Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84 Developing better solutions for immigrants, refugees and migrant workers 67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81 Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79
  43. 43. 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, 28-country global total, question asked of half the sample. 45 Percent who agree that CEOs should be personally visible in discussing: 8in10 Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 7in10 Financial Results General Population
  44. 44. 54 52 51 53 69 63 72 58 44 50 39 46 45 35 48 55 46 50 35 64 70 73 72 48 43 38 62 64 73 45 Global GDP5 Canada U.S. Mexico Colombia Brazil Argentina Ireland U.K. Sweden Netherlands Germany France Spain Italy Turkey Poland Russia S.Africa UAE India China HongKong S.Korea Japan Malaysia Singapore Indonesia Australia Yet, Many Do Not Trust CEOs To Do What Is Right 46 General Population 50% In 12 of the 28 countries, the general population do not trust food and beverage C EOs to do what is right Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the food and beverage industry to do what is right. Please use the 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, 28- country global total. GDP 5 = U.S., China, Japan, Germany, U.K. Percent who trust CEOs to do what is right, food & beverage sector
  45. 45. Because CEOs’ Focus Misplaced Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total. 47 Percent who agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 67% 57% Positive long-term impact Job creation Not Enough 57% 49% General Population
  46. 46. 73 70 69 72 74 83 Global GDP 5 APAC EU North America* Latin America Yet, 1 in 4 Do Not Trust Their Employer To Do What is Right Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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, question was asked of half the sample. *Low Base size for North America; N=19 GDP 5 = U.S., China, Japan, Germany, U.K. 48 Percent who trust the company for which they work, food & beverage sector General Population 73% 60% Food & Beverage Employees Trust their Employers More Than Others in the Sector Trust Others in Sector Trust in Employer What Do Employees Think? Trust in their employer vs. trust in other companies in the sector in which they work
  47. 47. 62% 61% 60% 52% 51% 52% 53% 52% 40% 41% Almost 60 Percent of Food & Beverage Employees Don’t See Their CEOs Engaged in Societal Issues 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? (Yes summary) General Population, 28-country global total, question was asked of half the sample. 49 Respondents who say their company and their CEO are engaged in societal issues, by industry sector CEO engaged Company engaged Technology Food & Beverage HealthFinancial Services Energy General Population
  48. 48. Employees of food companies NOT engaged in societal issues Employees of food companies engaged in societal issues Food & Beverage Employee Advocacy in Sector Increases With Societal Issue Engagement Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample. 50 Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, food and beverage sector 64 76 70 60 70 73 78 Stay working for the company Committed to achieving our strategy Confidence in the future of the company Recommend company as an employer Motivated to perform Recommend products and services to others Do the best possible job for the customer Impact of Company Engagement 10 12 12 22 11 4 15 88 85 82 82 81 80 79 General Population Level of Employee Advocacy/Commitment
  49. 49. International Market
  50. 50. Integrity 54 31 23 Has Ethical Business Practices 55 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 Understand Trust-Building Attributes Company Importance vs. Performance % Performance % Importance Gap General Population 52 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.
  51. 51. Know What They Need: Data, Quality & Safety Critical Address Gaps: Transparency, Sustainability, Engagement & Purpose Protects consumer data 86 63 23 Ensures quality control 85 69 16 Keeps me and my family safe 81 60 21 Is transparent in reporting progress on company’s social responsibilities 80 57 23 Makes my life easier 80 69 11 Embraces sustainable business practices 80 62 18 Has leadership that effectively represents the interests of all stakeholders 79 59 20 Supports local charities and good causes 75 58 17 Develops intellectual property 74 60 14 Makes me feel connected to something bigger 70 53 17 Importance vs. performance of behavior in building trust in a company % Performance % Importance Gap General Population 53 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q347A-J How well do you think the food industry is performing on the behaviors listed below. Use a 9- point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total.
  52. 52. Integrity 51 27 24 Exhibits highly ethical behaviors 50 24 26 Takes responsible actions to address an issue or crisis 53 33 20 Behaves in a way that is transparent and open 50 24 26 Engagement 49 24 25 Treats employees well 52 25 27 Listens to customer needs and feedback 50 25 25 Places customer ahead of profits 47 23 24 Communicates frequently and honestly on the state of their company 46 23 23 Products 45 33 12 Places a premium on offering high-quality products or services 48 34 14 Is focused on driving innovation and introducing new products/services/ideas 42 32 10 Purpose 40 25 15 Is dedicated to protecting and improving the environment 41 22 19 Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14 Ensures that the company addresses society's needs in its everyday business 43 26 17 Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9 Operations 37 28 9 Attracts and retains a highly regarded and widely admired top leadership team 40 29 11 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4 Manages the company in a way that delivers consistent financial returns 41 29 12 Work to Improve Leadership Performance Importance vs. performance of 16 trust-building leadership attributes % Performance % Importance Gap General Population 54 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 nine-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, 28- country global total.
  53. 53. 25 27 19 25 28 33 27 28 24 28 37 3132 30 48 24 25 26 21 21 22 23 20 16 19 19 14 19 18 18 8 9 8 13 10 11 Use Employees as Essential Advocates 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, both positive and negative, and its handling of a crisis? Q612 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 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 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, 28-country global total. 55 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 Employees Most Trusted General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
  54. 54. 56 General Population Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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, 28-country global total, question asked of one-fifth the sample. General Population Swing Trusters 57% 59% 60% 54% 57% 57% Food & Beverage Industry Grocery, Supermarkets & Food Retailers Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Brewing & Spirits 55% Distrusters (1-4) Swing Trusters (5-7) High Trusters (8,9) Percent trust in various industry sub-sectors, General Population Consider Swing Trusters an External Advocacy Channel Swing Trusters, who are they? What do they need? How will their attitudes and behaviors impact your business?
  55. 55. 48 42 26 35 20 12 Once You’ve Built Trust, Work to Maintain It 57 Percent who engage in each behavior based on trust 68 59 41 38 37 18 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 General Population 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, 28-country global total, questions 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, 28-country global total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Online Search Engines

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