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1  sur  32
2011 Edelman Trust Barometer
Edelman Trust Barometer at a glance
Eleventh annual study


5,075 people in 23 countries of which 200 in Japan


Ages 25 to 64


College-educated

In top 25% of household income per age group
in each country

Report significant media consumption and engagement
in business news and public policy

APAC Select Countries: India, China, Japan, South Korea,
Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200
aged 25-64)




                                    2
State of Trust
Shifting center of gravity
Japan: Parody in Trust

                                                                          Trust in Institutions
                                                                 Global               Asia Pacific                  Japan
         100%

          90%

          80%

          70%
                                                                                                                       64%
                          62%       62%                                       61%                                                                                 61%
          60%                                                      58%
                                                                                        53%                 54%
                                               51%                                                                               51%                  51%
          50%                                                                                                                                                           48%


          40%

          30%

          20%

          10%

            0%
                                  NGOs                                  Business                               Government                                    Media


A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale
where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to
do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, Asia Pacific and Japan.
                                                                                               4
Half of informed publics in Japan trust business

                                                                    Trust in Business (2010 – 2011)
            2010      2011


 100%                                                            +16                            Trusters                                             Neutral           Distrusters
   90%
                                                                           80%
   80%        +2                                         -8
                                                                                             70%
   70%                                                                               67%                       67%
                                                                   64%                                 63%               62% 61%
                                       61%
                               58%                                                                                                                           57% 53%
   60%       54% 56%                             54%                                                                                              54%

   50%                                                   46%                                                                               47%                         45%   46%

   40%

   30%

   20%

   10%

    0%
               Global            APAC                US           Indonesia             India        Singapore             China          Australia           Japan     South
                                                                                                                                                                        Korea


A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

                                                                                               5
Half of Japanese informed publics trust government

                                                              Trust in Government (2010 – 2011)
            2010     2011


 100%                                                         +14
                                                                                   Trusters                                         Neutral                      Distrusters
                                                                       88%
   90%
                            +5                                                   84%
   80%                                                          74%                      77%
           +5                                          -6
   70%                               64%                                                          62% 62%         +11
                              59%
   60%
                    52%                                                                                                    52%              51%        50% 50%
   50%       47%                               46%
                                                                                                                                    42%                          43% 44%
                                                      40%                                                          41%
   40%

   30%

   20%

   10%

    0%
              Global            APAC               US             China         Singapore Indonesia Australia                         Japan            South      India
                                                                                                                                                       Korea


A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT
DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

                                                                                          6
NGO trust is surging in Japan

                                                                                Trust in NGOs
                                                                        Informed Publics ages 35-64


                                                                US          UK/FR/GER                Japan            China
   70%


   65%


   60%
                                                                                                                                                               55%
   55%                                                                                                                                                         54%
                                                                                                                                                               53%
                                                                                                                                                               53%
   50%

             48%
   45%


   40%                                                                     42%

                     36%
   35%

                                                                     31%
   30%
               2001            2002           2003            2004           2005             2006          2007           2008            2009      2010   2011

A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM
A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, Japan and China

                                                                                          7
Trust in media increased significantly this year in Japan

                                                                  Trust in Media (2010 – 2011)

            2010     2011                                              Trusters
                                                             +11
 100%                                                                         +17
                                                                                                                 Neutral                                 Distrusters
   90%                                                                86%
                            +7
                                                                                      80%
   80%                                                        75%
           +4
   70%
                                                                               63%              63%
                                                                                                                                                   +12
                                    61%
   60%                                              - 11                                               59%                       58%
                             54%                                                                                       53%
                    49%                                                                                         49%                     50%               48%
   50%      45%
                                              38%                                                                                                  36%
   40%
                                                                                                                                                                       32%
                                                                                                                                                                30%
   30%                                               27%

   20%

   10%

    0%
              Global           APAC               US         Indonesia           China        Singapore           South            India            Japan       Australia
                                                                                                                  Korea


A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT
DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

                                                                                        8
Of APAC-headquartered companies, those headquartered in Japan are most
                        trusted by informed publics

                                               Most Trusted National Identity for Companies – Global
            2010 2011
                                                      Trusted HQ Countries                                                                      Distrusted HQ Countries
  100%

   90%
                                                                                               +3
   80%       75% 76% 76% 75% 76%                      73% 71%
                                          73%
                                                                  69% 69% 69% 69% 68%
                                                                                                      64% 65%
   70%
                                                                                                61%               63%                           +3            +4
   60%                                                                                                                                                                    +5          +5
                                                                                                                        50% 50%
   50%                                                                                                                                    44%
                                                                                                                                                      42%           40%
                                                                                                                                                39%                             39%
   40%                                                                                                                                                        36%         34%               35%
                                                                                                                                                                                      30%
   30%

   20%

   10%
                                                N/A                                                                                 N/A
     0%




A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies
headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means
that you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

                                                                                    9
Companies headquartered in Japan trusted by a majority in all markets

                                                  Trust in Companies Headquartered in Japan
                               + 15
                                      + 16
100%             95%
                        92%                                       + 19
  90%                          86% 86%                                     -9    -9            - 21 - 14
                                              84%                                                            + 11 + 16
                                                     81% 81%                                                                      - 12   + 18 - 15
  80%                                                              77%
                                                                                                                                                            - 15   - 10
          69%                                                             70% 69% 69%
                                                                                      68% 68%
  70%                                                                                                        65% 65%
                                                                                                                           63% 62%
                                                                                                                                   61% 60%
                                                                                                                                                     58% 57% 57%
  60%                                                                                                                                                            56%

  50%

  40%

  30%

  20%

  10%

   0%




A13-29. [Japan TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST
global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUST
THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL―. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 countries (excludes
Singapore, UAE and Argentina)
                                                                                       10
Technology, Telecommunications and Energy most trusted industries in Japan

                                                                                                                                                          Asia
                                                                           Trust in Industries                                                           Pacific
                                       Technology                                                                                 81%                        87%               78%   #1
                                       Automotive                                                                      69%                                   77%               72%
                           Telecommunications                                                                          68%                                   78%               75%   #2
                             Food and beverage                                                                       66%                                     66%               66%
                                            Biotech                                                                  65%                                     67%               73%

                                              Retail                                                                65%                                      71%               56%

                                    Entertainment                                                                  63%                                       67%               57%

                                Pharmaceuticals                                                                   63%                                        72%               60%

                                             Energy                                                              62%                                         68%               75%   #2

                   Consumer packaged goods                                                                     59%                                           59%               60%

         OTC personal health care products                                                                   57%                                             61%               63%
                             Brewing and spirits                                                             57%                                             54%               61%
                                             Media                                                        54%                                                64%               54%
                                         Insurance                                                      52%                                                  65%               55%
                                              Banks                                                     51%                                                  75%               71%
                               Financial services                                                     50%                                                    66%               55%
                                                                                                                                                   Significant at 95% confidence
                                                                                                                                                   level compared to global
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means
that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries, APAC and Japan.

                                                                                          11
Trust Index: Japan now has lowest trust composite score of all APAC countries

                                                     2009                                      2011

                                     China                       61                Brazil             80
                                     Brazil                      58                Indonesia          74
                                     India                       58                China              73
                                     Indonesia                   58                Singapore          67
                                     Global                      49                India              56
                                     Japan                       49                Global             55
                                     Australia                   47                S. Korea           53
                                     S. Korea                    45                Australia          51
                                     UK                          42                Japan              51
                                     Germany                     42                France             50
                                     France                      41                Germany            44
                                     US                          36                US                 42
                                     Singapore                   N/A               UK                 40




Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Singapore, UAE and Argentina)

                                                                              12
Business and Society
 Toward shared value
Japan one of the countries most likely to agree with Milton Friedman’s
     assertion that ―the social responsibility of business is to increase its profits‖

               Milton Friedman: “The social responsibility of business is to increase its profits”

                                                                                         % who agree
    100%

      90%      84%
      80%
                       72% 70% 70%
      70%                                     64%
                                                      60%
      60%                                                     57% 57% 56% 55%
                                                                                             52% 50%
                                                                                                     49% 48%
      50%                                                                                                                   44% 44% 43% 43%
                                                                                                                                                               39% 37%
      40%                                                                                                                                                              35%
                                                                                                                                                                             33%
                                                                                                                                                                                   30%
      30%

      20%

      10%

       0%




G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 countries

                                                                                                  14
Yet six out of 10 believe business must align with society’s interests in
                                 creating shareholder value

                      Believe corporations need to create shareholder value in a way that aligns with
                            society’s interests, even if that means sacrificing shareholder value
    100%
              91% 89% 89% 89%
     90%                                    85% 85% 85%
                                                                   82% 81% 81% 80%
                                                                                   79% 78% 78%
     80%                                                                                                               74% 73% 72%
                                                                                                                                   71% 71%
     70%                                                                                                                                                     67%
                                                                                                                                                                   63% 62%
     60%                                                                                                                                                                     55%

     50%

     40%

     30%

     20%

     10%

       0%




G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries

                                                                                             15
Japan least likely to believe government needs to step in to ensure business
                                behaves responsibly
                                  Believe that government needs to regulate corporations’ activities
                                      to ensure that they are behaving in a responsible manner
    100%

     90%
              82% 82%
     80%                     74% 73%
                                            70% 69%
     70%                                            67% 66%
                                                                          63% 63% 62% 61% 61%
                                                                                                                58% 57% 56%
     60%
                                                                                                                                      53% 53%
                                                                                                                                                  50% 49%
                                                                                                                                                          48%
     50%                                                                                                                                                        44% 42%
     40%

     30%

     20%

     10%

       0%




G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 countries

                                                                                             16
Expectation for companies to consult multiple stakeholders


                                 Importance of Stakeholders to a CEO’s business decisions - Japan

      100%

        90%

        80%
                          78%                         78%
                                                                                  75%
                                                                                                             72%                         70%
        70%
                                                                                                                                                                   59%
        60%

        50%

        40%

        30%

        20%

        10%

         0%
                     Customers                  Employees                    Local                         Society                   Investors                  Government
                                                                          Communities

E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company,
please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to
9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interests
should be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be to
CEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in Japan
                                                                                        17
Quality, trust and employee treatment the most important reputation factors
       in Japan; all reputation factors less important in Japan than globally
                                                                                                                                                                    Asia
                                                                              Reputation Factors
                                                                                                                                                                   Pacific

                        Offers high quality products or services                                                                              94%                   93%         86%   #1

              Has transparent and honest business practices                                                                                  92%                    90%         74%

                                            Is a company I can trust                                                                         92%                    89%         82%   #2

                                              Treats employees well                                                                          92%                    91%         82%   #2

                       Prices its brands fairly and competitively                                                                           90%                     91%         77%

      Communicates frequently and honestly on the state of
                        its business                                                                                                       89%                      90%         76%

                                         Is a good corporate citizen                                                                      88%                       88%         75%

           Is an innovator of new products, services or ideas                                                                             87%                       85%         78%

             Delivers consistent financial returns to investors                                                                     79%                             84%         69%

                  Has highly-regarded and widely admired top
                                  leadership                                                                                       78%                              73%         62%

                                                                                                                                                               Significant at 95%
                                                                                                                                                               confidence level
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
                                                                                                                                                               compared to global
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 4 Box, Important)
Informed Publics ages 25-64 in 23 countries, Asia Pacific and Japan

                                                                                              18
A CEO Renaissance
Credibility of several sources of information about a company rises in Japan

                                                                 Credible Spokespeople – Japan
                                                                                    2010        2011
    100%

     90%
                                    +14
     80%                                                                        +34                   +34
                 69%      70%
     70%                                       67%
                                                                    65%
                                                                                          63%
                                                                                                               59%        +16
     60%                                                                                                                                                        +10
                                      53%
     50%                                                                                                                            48%
                                                                                                                                                    43%
                                                                                                                                                          40%         39%
     40%
                                                                                                                            32%
                                                                                 29%                                                                            29%
     30%                                                                                              25%

     20%

     10%
                                                          N/A
       0%
              An academic                 CEO              Technical           Government              Regular               NGO       A financial or           Person like
               or expert                                 expert within           official             employee          representative    industry               yourself
                                                         the company                                                                       analyst

D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Japan.

                                                                                           20
CEO credibility rising globally; Japan follows suit

                                                                  Credible Spokespeople – CEO
                                                                             APAC
    100%                                                       +20                   2010        2011

     90%
                                +7                                      78%
                                                                                 +14             +13
     80%
              +10
     70%                                                                                 67%                        66%                                          +11
                                                                                                          63%
                                       58%                        58%                                                     58%
     60%
                                51%                                               53%                                                                53%
                      50%                                                                          50%                                     50%             50%         49%
     50%                                                                                                                             45%
                40%                                                                                                                                              38%
     40%                                               34%
                                                 31%
     30%

     20%

     10%

       0%
                Global            APAC               US             India           Japan           South         Singapore           China         Indonesia Australia
                                                                                                    Korea


D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

                                                                                           21
In crisis situations, people want to hear from multiple voices but CEO must
                                       be out in front
                                                                                                               Japan
                          Trusted spokesperson                                                       Preferred spokesperson                                            Preferred spokesperson when the
                         during a company crisis                                                     during a product recall                                         local community has been damaged
                                                                                           60%
       60%                                                                       60%
                                                                                                                                                             60%
                 51%
       50%                                                                       50%
                                                                                                                                                             50%       46%

       40%                                                                       40%
                                                                                                                                                             40%


       30%                                                                       30%
                                                                                                                                                             30%


       20%                                                                       20%                                                                                             18%
                                                                                                                                                             20%
                                              14%
                           11%                                                                                12%                                                                                           13%
                                                        10%                                           9%                10%
       10%                                                                       10%                                                                                                      10%
                                     6%                           6%                                                                                         10%                                  7%
                                                                                                                                   4%       4%                                                         6%

        0%                                                                        0%
                                                                                                                                                              0%




D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about
that crisis. Informed Publics ages 25-64 in Japan.
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64
in Japan.
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about
that damage? Informed Publics ages 25-64 in Japan.

                                                                                                                   22
Informed publics in Japan turn to broadcast sources (TV/radio) and online
              news sources first for news and information about companies

                                    Where Informed Publics go for company news and information – Japan


                     First Source                                                                 Second Source


    Broadcast (radio/TV)                                26%                              Online news sources                                         34%
                                                                                                                                                                         Are these the same types of sources
                                                                                                                                                                            you consult first for information
                                                                                           Print                                                                               about a business crisis?
   Online news sources                                 25%                         (newspapers/magazines)
                                                                                                                                          19%


  Online search engine                            18%                                    Broadcast (radio/TV)                             19%
                                                                                                                                                                                              No,
                                                                                                                                                                                              5%
        Print
(newspapers/magazines)
                                                  18%                                               Social media                  9%


       Friends and family                   8%                                          Online search engine                     8%                                                             Yes,
                                                                                                                                                                                                94%
               Social media              4%                                                  Company website                    6%


        Company website                2%                                                   Friends and family                4%


                                  0% 10% 20% 30% 40% 50%                                                               0% 10% 20% 30% 40% 50%



 (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
 of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
 general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
 about a business crisis? Informed Publics ages 25-64 in Japan

                                                                                                                23
Japan most trusting of TV and newspapers as sources of information about a
                                  company
                                                  Trusted Information Sources – Trust a Great Deal
                                                                                                                                                 APAC

                                       Television or television news                                                                            41%                    44%      #1




                                                                                                                                                                                      Traditional
                                                             Newspapers                                                                        40%                     36%      #2

                                                   Radio or radio news                                                      28%                                        29%

                                Magazines or business magazines                                                     23%                                                22%

                                                Online search engines                                                    25%




                                                                                                                                                                                      sources
                                                                                                                                                                       20%




                                                                                                                                                                                      Multiple
                                                                                                                                                                                       Online
                                                        News/RSS feeds                                        18%                                                      18%

                         Content-sharing sites, such as YouTube                                  10%                                                                   10%




                                                                                                                                                                                      Social Media
                                               Social networking sites                           10%                                                                   12%


                                                                      Blogs                   8%                                                                        9%


                              Microblogging sites, such as Twitter                          7%                                                                         10%




                                                                                                                                                                                      Corporate
           Corporate communications such as press releases                                                            24%                                              24%


                                      Corporate/product advertising                                11%                                                                 19%


                                                                                                                                                                 Significant at 95%
                                                                                                                                                                 confidence level
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and Japan.

                                                                                              24
Strong media brands rise to the top

                                              Most relied on source for company information (unaided)


                   Japan                                                U.S.                                              U.K.                                          China
             Information Sources                                 Information Sources                               Information Sources                            Information Sources

     1.    Yahoo!                           21%          1.    Google                         31%           1.    Google                       47%           1.   CCTV                      30%
     2.    Google                           20%          2.    The Wall Street Journal 24%                  2.    BBC                          46%           2.   Baidu                     18%
           Nihon Keizai Shimbun
     3.                                     13%          3.    The New York Times             16%           3.    The Financial Times          16%           3.   Sina                      11%
           (NIKKEI)
     4.    Asahi Shimbun                    13%          4.    CNN                            16%           4.    The Times                    13%           4.   Sohu                      10%

     5.    NHK                              12%          5.    FOX News                       14%           5.    The Guardian                  11%          5.   `163.COM                  8%

     6.    TV Tokyo                         4%           6.    Yahoo!                         10%           6.    The Economist                 7%           6.   Google                    7%

     7.    Yomiuri Shimbun                  2%           7.    National Public Radio           7%           7.    The Telegraph                 7%           7.   Phoenix Television        5%

     8.    TV Asahi                         2%           8.    The Economist                   7%           8.    Sky News                      6%           8.   Xinhua                    4%

     9.    Twitter                          2%           9.    Bloomberg                       7%           9.    Yahoo!                        5%           9.   The Wall Street Journal   1%

     10. Microsoft                          1%           10. MSNBC                             6%           10. The Independent                 4%           10. China Securities Journal 1%




I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Japan

                                                                                                    25
Informed publics need information from multiple sources, multiple voices
                      And need to hear it 3-5 times to believe it
                                                                                       Japan
                                             Six to Nine times (6-9), Ten or more times
                                                       3%                 (10+), 1% Once (1), 4%



                       Four or Five times (4 -
                              5), 17%

                                                                                                                                 Twice (2), 28%




                                                                                                                                       3-5 times
                                                                                                                                          60%


                                 Three times (3), 43%




H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in Japan.

                                                                                          26
The Benefits of Trust
Trust protects reputation

                                                                                       Japan


           When a company is distrusted                                                                          When a company is trusted


                    61% will believe
                     negative information
                   after hearing it 1-2 times                                                                                                   60%
                                                                                                                                         will believe
                                                                                                                                     positive information
                                                        will believe positive                                                     after hearing it 1-2 times

                                           30%
                                                         information after                                      39%
                                                           hearing it 1-2 times
                                                                                                                            will believe negative information
                                                                                                                             after hearing it 1-2 times

-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan.
-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan.

                                                                                            28
Through personal action, trust has tangible benefits
                                                      Actions Taken Over Past 12 Months – Japan


                                       Distrusted Companies
                                                                                      _+                 Trusted Companies

                        83%                                                                                                                             88%
                                       Refused to buy products/services                           Chose to buy products/services

                                74%                                                                                                                     87%
                                    Criticized them to a friend/colleague Recommended them to a friend/colleague

                                                                                                                                         59%
                                                                                                  Paid more for products/services

                                                   52%                                                                                56%
                                           Shared negative opinions online Shared positive opinions online

                                                             41%                                                             46%
                                                                         Sold shares              Bought shares


F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please
answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in Japan.
F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust?
Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in Japan.

                                                                                             29
Conclusions



Trust parody means institutions must collaborate


Demand for authority/accountability renews
expectations for corporate leadership

Media landscape requires multiple voices and
channels


Trust is a protective agent




                              30
The Transformation of Trust


                    Old Trust Framework                          New Trust Architecture
                      Control Information
Protect the Brand




                                              Stand Alone




                                                                           WHAT

                     Focus Solely on Profit                          Profit With Purpose




                                                            31
2011 Edelman Trust Barometer Japan

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2011 Edelman Trust Barometer Japan

  • 1. 2011 Edelman Trust Barometer
  • 2. Edelman Trust Barometer at a glance Eleventh annual study 5,075 people in 23 countries of which 200 in Japan Ages 25 to 64 College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy APAC Select Countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200 aged 25-64) 2
  • 3. State of Trust Shifting center of gravity
  • 4. Japan: Parody in Trust Trust in Institutions Global Asia Pacific Japan 100% 90% 80% 70% 64% 62% 62% 61% 61% 60% 58% 53% 54% 51% 51% 51% 50% 48% 40% 30% 20% 10% 0% NGOs Business Government Media A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, Asia Pacific and Japan. 4
  • 5. Half of informed publics in Japan trust business Trust in Business (2010 – 2011) 2010 2011 100% +16 Trusters Neutral Distrusters 90% 80% 80% +2 -8 70% 70% 67% 67% 64% 63% 62% 61% 61% 58% 57% 53% 60% 54% 56% 54% 54% 50% 46% 47% 45% 46% 40% 30% 20% 10% 0% Global APAC US Indonesia India Singapore China Australia Japan South Korea A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 5
  • 6. Half of Japanese informed publics trust government Trust in Government (2010 – 2011) 2010 2011 100% +14 Trusters Neutral Distrusters 88% 90% +5 84% 80% 74% 77% +5 -6 70% 64% 62% 62% +11 59% 60% 52% 52% 51% 50% 50% 50% 47% 46% 42% 43% 44% 40% 41% 40% 30% 20% 10% 0% Global APAC US China Singapore Indonesia Australia Japan South India Korea A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 6
  • 7. NGO trust is surging in Japan Trust in NGOs Informed Publics ages 35-64 US UK/FR/GER Japan China 70% 65% 60% 55% 55% 54% 53% 53% 50% 48% 45% 40% 42% 36% 35% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, Japan and China 7
  • 8. Trust in media increased significantly this year in Japan Trust in Media (2010 – 2011) 2010 2011 Trusters +11 100% +17 Neutral Distrusters 90% 86% +7 80% 80% 75% +4 70% 63% 63% +12 61% 60% - 11 59% 58% 54% 53% 49% 49% 50% 48% 50% 45% 38% 36% 40% 32% 30% 30% 27% 20% 10% 0% Global APAC US Indonesia China Singapore South India Japan Australia Korea A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 8
  • 9. Of APAC-headquartered companies, those headquartered in Japan are most trusted by informed publics Most Trusted National Identity for Companies – Global 2010 2011 Trusted HQ Countries Distrusted HQ Countries 100% 90% +3 80% 75% 76% 76% 75% 76% 73% 71% 73% 69% 69% 69% 69% 68% 64% 65% 70% 61% 63% +3 +4 60% +5 +5 50% 50% 50% 44% 42% 40% 39% 39% 40% 36% 34% 35% 30% 30% 20% 10% N/A N/A 0% A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 9
  • 10. Companies headquartered in Japan trusted by a majority in all markets Trust in Companies Headquartered in Japan + 15 + 16 100% 95% 92% + 19 90% 86% 86% -9 -9 - 21 - 14 84% + 11 + 16 81% 81% - 12 + 18 - 15 80% 77% - 15 - 10 69% 70% 69% 69% 68% 68% 70% 65% 65% 63% 62% 61% 60% 58% 57% 57% 60% 56% 50% 40% 30% 20% 10% 0% A13-29. [Japan TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL―. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 10
  • 11. Technology, Telecommunications and Energy most trusted industries in Japan Asia Trust in Industries Pacific Technology 81% 87% 78% #1 Automotive 69% 77% 72% Telecommunications 68% 78% 75% #2 Food and beverage 66% 66% 66% Biotech 65% 67% 73% Retail 65% 71% 56% Entertainment 63% 67% 57% Pharmaceuticals 63% 72% 60% Energy 62% 68% 75% #2 Consumer packaged goods 59% 59% 60% OTC personal health care products 57% 61% 63% Brewing and spirits 57% 54% 61% Media 54% 64% 54% Insurance 52% 65% 55% Banks 51% 75% 71% Financial services 50% 66% 55% Significant at 95% confidence level compared to global A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries, APAC and Japan. 11
  • 12. Trust Index: Japan now has lowest trust composite score of all APAC countries 2009 2011 China 61 Brazil 80 Brazil 58 Indonesia 74 India 58 China 73 Indonesia 58 Singapore 67 Global 49 India 56 Japan 49 Global 55 Australia 47 S. Korea 53 S. Korea 45 Australia 51 UK 42 Japan 51 Germany 42 France 50 France 41 Germany 44 US 36 US 42 Singapore N/A UK 40 Composite score is an average of a country’s trust in all four institutions Ages 25-64 (Global excludes Singapore, UAE and Argentina) 12
  • 13. Business and Society Toward shared value
  • 14. Japan one of the countries most likely to agree with Milton Friedman’s assertion that ―the social responsibility of business is to increase its profits‖ Milton Friedman: “The social responsibility of business is to increase its profits” % who agree 100% 90% 84% 80% 72% 70% 70% 70% 64% 60% 60% 57% 57% 56% 55% 52% 50% 49% 48% 50% 44% 44% 43% 43% 39% 37% 40% 35% 33% 30% 30% 20% 10% 0% G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64 in 23 countries 14
  • 15. Yet six out of 10 believe business must align with society’s interests in creating shareholder value Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value 100% 91% 89% 89% 89% 90% 85% 85% 85% 82% 81% 81% 80% 79% 78% 78% 80% 74% 73% 72% 71% 71% 70% 67% 63% 62% 60% 55% 50% 40% 30% 20% 10% 0% G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries 15
  • 16. Japan least likely to believe government needs to step in to ensure business behaves responsibly Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner 100% 90% 82% 82% 80% 74% 73% 70% 69% 70% 67% 66% 63% 63% 62% 61% 61% 58% 57% 56% 60% 53% 53% 50% 49% 48% 50% 44% 42% 40% 30% 20% 10% 0% G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in 23 countries 16
  • 17. Expectation for companies to consult multiple stakeholders Importance of Stakeholders to a CEO’s business decisions - Japan 100% 90% 80% 78% 78% 75% 72% 70% 70% 59% 60% 50% 40% 30% 20% 10% 0% Customers Employees Local Society Investors Government Communities E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company, please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to 9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interests should be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be to CEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in Japan 17
  • 18. Quality, trust and employee treatment the most important reputation factors in Japan; all reputation factors less important in Japan than globally Asia Reputation Factors Pacific Offers high quality products or services 94% 93% 86% #1 Has transparent and honest business practices 92% 90% 74% Is a company I can trust 92% 89% 82% #2 Treats employees well 92% 91% 82% #2 Prices its brands fairly and competitively 90% 91% 77% Communicates frequently and honestly on the state of its business 89% 90% 76% Is a good corporate citizen 88% 88% 75% Is an innovator of new products, services or ideas 87% 85% 78% Delivers consistent financial returns to investors 79% 84% 69% Has highly-regarded and widely admired top leadership 78% 73% 62% Significant at 95% confidence level B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one compared to global means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 4 Box, Important) Informed Publics ages 25-64 in 23 countries, Asia Pacific and Japan 18
  • 20. Credibility of several sources of information about a company rises in Japan Credible Spokespeople – Japan 2010 2011 100% 90% +14 80% +34 +34 69% 70% 70% 67% 65% 63% 59% +16 60% +10 53% 50% 48% 43% 40% 39% 40% 32% 29% 29% 30% 25% 20% 10% N/A 0% An academic CEO Technical Government Regular NGO A financial or Person like or expert expert within official employee representative industry yourself the company analyst D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Japan. 20
  • 21. CEO credibility rising globally; Japan follows suit Credible Spokespeople – CEO APAC 100% +20 2010 2011 90% +7 78% +14 +13 80% +10 70% 67% 66% +11 63% 58% 58% 58% 60% 51% 53% 53% 50% 50% 50% 50% 49% 50% 45% 40% 38% 40% 34% 31% 30% 20% 10% 0% Global APAC US India Japan South Singapore China Indonesia Australia Korea D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 21
  • 22. In crisis situations, people want to hear from multiple voices but CEO must be out in front Japan Trusted spokesperson Preferred spokesperson Preferred spokesperson when the during a company crisis during a product recall local community has been damaged 60% 60% 60% 60% 51% 50% 50% 50% 46% 40% 40% 40% 30% 30% 30% 20% 20% 18% 20% 14% 11% 12% 13% 10% 9% 10% 10% 10% 10% 6% 6% 10% 7% 4% 4% 6% 0% 0% 0% D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. Informed Publics ages 25-64 in Japan. D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in Japan. D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in Japan. 22
  • 23. Informed publics in Japan turn to broadcast sources (TV/radio) and online news sources first for news and information about companies Where Informed Publics go for company news and information – Japan First Source Second Source Broadcast (radio/TV) 26% Online news sources 34% Are these the same types of sources you consult first for information Print about a business crisis? Online news sources 25% (newspapers/magazines) 19% Online search engine 18% Broadcast (radio/TV) 19% No, 5% Print (newspapers/magazines) 18% Social media 9% Friends and family 8% Online search engine 8% Yes, 94% Social media 4% Company website 6% Company website 2% Friends and family 4% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in Japan 23
  • 24. Japan most trusting of TV and newspapers as sources of information about a company Trusted Information Sources – Trust a Great Deal APAC Television or television news 41% 44% #1 Traditional Newspapers 40% 36% #2 Radio or radio news 28% 29% Magazines or business magazines 23% 22% Online search engines 25% sources 20% Multiple Online News/RSS feeds 18% 18% Content-sharing sites, such as YouTube 10% 10% Social Media Social networking sites 10% 12% Blogs 8% 9% Microblogging sites, such as Twitter 7% 10% Corporate Corporate communications such as press releases 24% 24% Corporate/product advertising 11% 19% Significant at 95% confidence level H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and Japan. 24
  • 25. Strong media brands rise to the top Most relied on source for company information (unaided) Japan U.S. U.K. China Information Sources Information Sources Information Sources Information Sources 1. Yahoo! 21% 1. Google 31% 1. Google 47% 1. CCTV 30% 2. Google 20% 2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% Nihon Keizai Shimbun 3. 13% 3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% (NIKKEI) 4. Asahi Shimbun 13% 4. CNN 16% 4. The Times 13% 4. Sohu 10% 5. NHK 12% 5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 6. TV Tokyo 4% 6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 7. Yomiuri Shimbun 2% 7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 8. TV Asahi 2% 8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 9. Twitter 2% 9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 10. Microsoft 1% 10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and Japan 25
  • 26. Informed publics need information from multiple sources, multiple voices And need to hear it 3-5 times to believe it Japan Six to Nine times (6-9), Ten or more times 3% (10+), 1% Once (1), 4% Four or Five times (4 - 5), 17% Twice (2), 28% 3-5 times 60% Three times (3), 43% H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan. 26
  • 28. Trust protects reputation Japan When a company is distrusted When a company is trusted 61% will believe negative information after hearing it 1-2 times 60% will believe positive information will believe positive after hearing it 1-2 times 30% information after 39% hearing it 1-2 times will believe negative information after hearing it 1-2 times -Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan. -Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan. 28
  • 29. Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – Japan Distrusted Companies _+ Trusted Companies 83% 88% Refused to buy products/services Chose to buy products/services 74% 87% Criticized them to a friend/colleague Recommended them to a friend/colleague 59% Paid more for products/services 52% 56% Shared negative opinions online Shared positive opinions online 41% 46% Sold shares Bought shares F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in Japan. F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in Japan. 29
  • 30. Conclusions Trust parody means institutions must collaborate Demand for authority/accountability renews expectations for corporate leadership Media landscape requires multiple voices and channels Trust is a protective agent 30
  • 31. The Transformation of Trust Old Trust Framework New Trust Architecture Control Information Protect the Brand Stand Alone WHAT Focus Solely on Profit Profit With Purpose 31