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2011 Edelman Trust Barometer Executive Summary

2011 Edelman Trust Barometer Executive Summary

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Published by: Edelman on Jan 25, 2011
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10/24/2011

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2011 Edelman Trust Barometer Executive Summary
 
2
2011
 
EDELMAN TRUST BAROMETER
Business and Government: Trust Stabilizes Globally
In a year marred by corporate crises and fnancial turmoil or European governments, the 2011 EdelmanTrust Barometer fnds trust in business and government markedly resilient and sees a shiting center ogravity. Trust in NGOs, “the fth estate” in global governance, stays strong
.
In this year’s Barometer, a three-partpicture emerges o trusters, neutrals,and distrusters o business and gov-ernment (fgures 1 and 2). Countrieshovering in the 50 percent-range, socalled “neutrals,” occupy a middleground as the divide widens betweentrusters (over 60 percent, includingBrazil and China) and distrusters(under 50 percent, including the U.S.,U.K., France, and Russia). The United States, which last yearenjoyed an 18-point spike in trust inbusiness, saw an eight-point drop,placing the world’s largest economicpower within fve points o last-placeRussia. Trust in government tumbledin the U.S., where the two politicalparties were at loggerheads (seepage 4 or more on the U.S.).In the early years o the Barometer,trust in business and governmenttended to move in opposition. In-creased trust in one was met bydecreased trust in the other. Wegenerally now see the two movingin tandem, an important step as theexpectation is or the world’s two dom-inant institutions to work together. The predominant exception is Ger-many, where trust in business is upby 12 points, but trust in governmentis down by 10 points—to 33 percent,the lowest o the top 10 economies.In Germany, business is now enjoyingthe beneft o the Hartz labor reorms,but the government is seeing wide-spread opposition to the country’sbailout o troubled European nations.
Figure 1:
Emerging markets dominate as “business trusters;” U.S. dropsto within 5 points o Russia (Top 10 GDP countries)
How much do you trust business to do what is right?
Brazil India Italy China Japan Germany France U.S. U.K. Russia
67%70%59%64%62%61%62%81%
+19
2010
49%44%36%48%
-8
54%46%57%53%42%
41%
20112010 20112010 2011
40%52%
+12+12
0102030405060708090100
TrustersNeutralDistrusters
Responses 6-9 only on 1-9 scale; 9=highest; Inormed publics ages 25 to 64
Figure 2:
China and Brazil drive rise in trust in government; U.S. now on parwith Russia (Top 10 GDP countries)
How much do you trust government to do what is right?
43%49%
2010 201120112010 2011
China Brazil Japan France Italy India U.K. U.S. Russia Germany
39%85%42%51%36%45%74%88%
+14 +46+46-6
43%33%46%40%43%44%38%38%43%39%
0102030405060708090100
-10
Responses 6-9 only on 1-9 scale; 9=highest; Inormed publics ages 25 to 64
TrustersNeutralDistrusters
 
3
2009 2011
32
%
49% 48%53
%80%
85
%
75
%82%
China India U.S. U.K.
+7
2008 2011
83
%
87%78
%
90%46
%
16%25
%
71
%
-46-30
China India U.S. U.K.
+12
0102030405060708090100
2008 2011
78
%
73%69%73
%
93
%
93
%
77
%
98%
China India U.S. U.K.
+21+17
Figure 3:
Banks’ reputation plummets in West, while tech stays highworldwide; automotive climbs across the globe
Responses 6-9 only on 1-9 scale; 9=highest; Inormed publics ages 25 to 64
How much do you trust the ollowing industries to do what is right?
BanksTechnology
 Trust in Banks Plunges in West; TechnologyHolds Firm at No. 1; Automotive Rallies
 Technology, which is in the No. 1 spotor the third straight year, is nowollowed by automotive and telecom-munications. In the U.S., where GMposted the largest IPO in history,the automotive industry earned backhal o the trust it had lost in 2009. The starkest contrast, however, isbetween technology and banks(igure 3). The dramatic three-yeardrop in trust in banks in the Westkeeps this industry stuck at the bot-tom in global industry rankings. Bycontrast, in China, where banks arecredited with inancing increasedprosperity, trust surged by 12 pointsto 90 percent. All our BRIC countries have gainedtrust as headquarter countries orglobal companies (fgure 4). The trustcomes mainly rom ellow emergingmarkets, indicating that the BRICstrategy to target emerging econ-omies is producing results. However,when compared to Germany andCanada, longtime leaders in themost-trusted-headquarter-countrycategory, the BRICs still have aways to go to be considered reliablebusiness hubs.In 16 o the 23 countries surveyed,NGOs are as or more trusted thanbusiness. Historically trusted most indeveloped markets, NGOs continueto gain trust in emerging markets(igure 5). In Brazil and China, whereNGOs are on par with business,higher economic levels come witha greater concern or environmentalresponsibility, education, and publichealth, the very province o NGOs.
Figure 4:
Trust in BRIC-basedcompanies rises
How much do you trust globalcompanies headquartered in theollowing countries to do what is right?
2010 20112010 2011
0102030405060708090100
CanadaGermany
75
%
76%76%75%
Brazil India RussiaChina
39
%
42%36
%
40%39
%
34
%
30%35%
+3+5+5+4
Responses 6-9 only on 1-9 scale; 9=highest; Inormed publics ages 25 to 64
0102030405060708090100
Brazil China U.K./Fr/GerU.S.
61%63%81%80%
Business NGOs
46%55%48%55%
Figure 5:
Trust in NGOs on par withbusiness in emerging markets
How much do you trust business todo what is right? How much do youtrust NGOs to do what is right?
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