2012

EDELMAN TRUST BAROMETER

GLOBAL RESULTS

1 Edelman, 2012. All rights reserved.

2012 Edelman Trust Barometer

METHODOLOGY OVERVIEW
GENERAL
PUBLIC

Twel@h annual study

Online survey in 25 countries
30,000+ respondents

1,000 general populaJon respondents per country

Ages 18+

Oversample of informed publics*

500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
(Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in
each country
Report signicant media consumpPon and
engagement in business news and public policy

* This year Informed Publics were surveyed via online methodology instead of telephone

2 Edelman, 2012. All rights reserved.

INFORMED INFORMED
PUBLIC
PUBLIC
25-64
35-64

Edelman Trust Barometer in retrospect

2011

Rise of authority gures

2010

Trust is now an essenPal line of business

2009

Business must partner with government to regain trust

2008

Young inuencers have more trust in business

2007

Business more trusted than government and media

2006

A person like me emerges as credible spokesperson

2005

Trust shi_s from authoriPes to peers

2004

U.S. companies in Europe suer trust discount

2003

Earned media more credible than adverPsing

2002

Fall of the celebrity CEO

2001

Rising Inuence of NGOs

3 Edelman, 2012. All rights reserved.

Distrust is growing; twice as many countries are now skepJcs

Fewer countries now in neutral zone

2011
GLOBAL
Brazil
UAE
Indonesia
China
Netherlands
Mexico
Singapore
ArgenPna
India
Italy
Canada
South Korea
Sweden
Japan
Australia
Spain
France
Poland
Germany
U.S.
U.K.
Russia
Ireland

2012

55
80
78
74
73
73
69
67
62
56
56
55
53
52
51
51
51
50
49
44
42
40
40
39

>

<
>
>

<
<

GLOBAL

51

China
UAE
Singapore
India
Indonesia
Mexico
Netherlands
Canada
Italy
ArgenPna
Australia
Brazil
Sweden
U.S.
South Korea
Poland
U.K.
Ireland
France
Germany
Spain
Japan
Russia

76
68
67
65
63
63
61
58
56
54
53
51
49
49
44
44
41
41
40
39
37
34
32

TRUSTERS

NEUTRAL

DISTRUSTERS

Composite score is an average of a countrys trust in all four insPtuPons. Informed Publics ages 25-64 in 20 country global total (excludes ArgenPna, Hong Kong, Malaysia, Singapore
and UAE) and across 23 countries

4 Edelman, 2012. All rights reserved.

The Fragility of Trust: Focus on Japan

2011
Informed Public

2012
Informed Public

TRUST IN INSTITUTIONS INFORMED PUBLICS AGES 25-64

TRUST IN INDUSTRIES
Business

Media

NGOs

- 12
53%

47%

48%

36%

Government

- 21
51%

- 26

30%

51%

75%

Energy

-46

29%

25%
54%

Media

-21

33%

55%

Financial services

-17

38%

71%

Banks
51%

-20

CREDIBLE SPOKESPEOPLE
-23

-38
70%

-43

-55

-43

67%

65%

-30

-26

59%

63%

TRUST IN INFORMATION SOURCES

48%
42%

39%

-17

40%

-16

-26

-13

-13

Newspaper

TV

Radio

Magazines

32%
24%

22%

18%

16%

14%
8%

Technical Academic
or Expert
Expert

CEO

A Person
NGO
Regular Financial Government
Ocial
Like
Represent. Employee Analyst
Yourself

Q11-14. [TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a
great deal. (Top 4 Box, Trust); Q16-26. [Energy TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them
at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard informaPon about a company from each person, how
credible would the informaPon be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get informaPon about a
company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of informaPon about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan

5 Edelman, 2012. All rights reserved.

Trust in three of four insJtuJons declines; only media rises

TRUST IN INSTITUTIONS

2011
Informed Public
2012
Informed Public

56%

52%

53%
47%

43%

2012
General Public

38%

Business

Government

61%
49%

Media

52%
46%

58%
50%

NGOs

Q11-14. [TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale where one means that you do
not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes ArgenPna, Hong Kong,
Malaysia, Singapore and UAE) AND General PopulaPon in 25 country global total

6 Edelman, 2012. All rights reserved.

NGOs and business fall to 2009 trust level government record decline
TRUST IN INSTITUTIONS 18-COUNTRY GLOBAL TOTAL

NGOs
Media
Business
Government

80%

70%

57%

60%
52%
50%

53%

53%

52%
51%
48%

44%
40%

54%

43%

59%
54%

53%

49%
49%

46%
46%
44%

47%
47%
BUSINESS

45%

46%
38%

40%

GOVERNMENT

30%

20%

2007

2008

2009

2010

2011

Q11-14. [TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale where one means that you
do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes ArgenPna, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)

7 Edelman, 2012. All rights reserved.

2012

Several mature markets see double-digit drops in business trust

TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public

Trust Steady

Trust

Trust
80%

71%

70% 69%

61%
56%

50%

57%
54%

56%
53%

50%

81%
78%

77%

64%
62%

74%
65%

63%

67%

44% 46%

46%
41% 41%

43%

53%

52%
47%

44%

65%

63%

57%
53%

54%
52%

50%
46%

67%
66%

81%
78%

48%

46%

47%

38%
31%

34%

32%
28%

N/A

Q11-14. [Business in General TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale
where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes ArgenPna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

8 Edelman, 2012. All rights reserved.

N/A

Technology remains on top in all markets, nance sector sJll at boeom

TRUST IN INDUSTRIES GLOBAL

2011

2012

Technology

80%

TelecommunicaPons

67%

AutomoPve

2009:
AutomoPve
58%

67%

Food and beverage

Food and beverage

64%

79%

Technology

66%
64%

Consumer packaged goods

62%

PharmaceuPcals

61%

TelecommunicaPons

60%

Energy

60%

Brewing and spirits

59%

Consumer packaged goods

57%

PharmaceuPcals

Brewing and spirits

57%

Energy

Media
Banks
Financial services

52%
50%
48%

2008 Trust in Banks: 56%

53%

Media
Banks
Financial services

51%
47%
45%

2012 Trust in Banks: 40% -16

Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 country global total (excludes
ArgenPna, Hong Kong, Malaysia, Singapore and UAE)

9 Edelman, 2012. All rights reserved.

56%

DramaJc fall for banks in Japan and S. Korea; now at low levels seen in West
TRUST IN BANKS
U.S.

Japan

UK/France/Germany
China
India
S. Korea

100%
90%
80%

83%
77%
72%
75%

70%
60%
50%

84%

68%
64%
58%

81%

88%

85%

87%

83%
76%

69%

82%

68%

67%
59%

90%

55%
52%
51%

51%

49%
38%

36%

40%
39%

41%

29%

29%
35%

30%
27%

20%

22%

24%

21%

10%
0%

2007

2008

2009

2010

2011

Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages 35-64 in the U.S., UK/
France/Germany, China, India, Japan and South Korea

10 Edelman, 2012. All rights reserved.

2012

Trust in technology remains high in all markets

TRUST IN TECHNOLOGY
U.S.

Japan

UK/France/Germany
China
India
S. Korea

100%
91%
90%
80%
70%
60%

90%

87%
78%
76%
75%

80%
78%
76%

95%

93%
86%

89%
88%

78%

93%
83%
80%

83%
79%

78%
73%

76%

74%

93%
93%
81%
78%
73%
67%

66%

67%

66%

2007

2008

2009

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

2010

2011

Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point
scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages 35-64 in the U.S.,
UK/France/Germany, China, India and South Korea

11 Edelman, 2012. All rights reserved.

2012

Majority of countries now distrust government

TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public

Trust

Trust Steady

Trust

88%

88%

85%

78%

77%

64%

62%

43%

43%
40%

35%

43%

50%

35%
28%

31%

49%

43%
40%

42%
39%

26%
20%

51%

49%

45%

47%
42%

38%
33% 33%

62%

54%

52%

50%
44%

62%

61%

56%
53% 52%

52%

75%

75%

73%

33%

36%
32%

31%
25%
20%

N/A

Q11-14. [Government in General TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale where
one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
ArgenPna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

12 Edelman, 2012. All rights reserved.

N/A

Media only insJtuJon to see trust increase

TRUST IN MEDIA
2011
Informed Public
2012
Informed Public

Trust

Trust Steady

Trust
86%

80% 79%

80%
72%

70%
67%

65%

50%

65%

65%
61%

59%

57%
54%

52%
50%
49%

53%

60%

45%

45%
37%

42%
37%

32%

46% 46%
38%
37%

61%

49%

48%
47%

45%

45%
38%

61%

53%

48%
43% 45%

73%

69%

41%
37%
35%
33%

36%

27%
22%

N/A

Q11-14. [Media in General TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale where one
means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes ArgenPna,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

13 Edelman, 2012. All rights reserved.

N/A

SkepJcism requires repeJJon

MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

13%

5% ONCE (1)

TEN OR MORE TIMES (10+)

6%

14% TWICE (2)

SIX TO NINE TIMES (6-9)

35% THREE TIMES (3)

28%
FOUR OR FIVE TIMES (4-5)

63%

THREE TO FIVE TIMES

Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is posiPve or negaPve. How many Pmes in general do you need to be exposed to
something about a specic company to believe that the informaPon is likely to be true? Please enter the number of Pmes below. (Excludes Dont Know responses) Informed publics ages
25-64 in 25 country global total

14 Edelman, 2012. All rights reserved.

DiversicaJon of Media
TRUST IN INFORMATION SOURCES
2011
Informed Public
2012
Informed Public

+
29%

10%

32%

18%
26%

22%

75%

14%

13%

23%

16%

8%

TRADITIONAL

ONLINE MULTIPLE SOURCES

SOCIAL MEDIA

CORPORATE

Q149-160. [TRACKING] Below is a list of places where you might get informaPon about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not
at all as a source of informaPon about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in 20 country global total (excludes ArgenPna, Hong Kong, Malaysia,
Singapore and UAE) Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is posiPve or negaPve. How many Pmes in general do you need
to be exposed to something about a specic company to believe that the informaPon is likely to be true? Please enter the number of Pmes below. (Excludes Dont Know responses)
Informed publics ages 25-64 in 25 country global total

15 Edelman, 2012. All rights reserved.

NGOs sJll most trusted insJtuJon, despite some declines

TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public

Trust

Trust Steady

Trust
85%

79%
75%
70%
67%
61%
58%

63%

61%

67%
62%

50%

80%

78%
74%
70%

72%
65%
65% 64% 64%
60%
58% 58%
56%
55%
54%
53% 53% 55%
51%

72%
66%

72%

70%

66%

66%
60%
55%

59%
53%
51%

53%

51%

49%

48%
41%

42%

28%

30%

N/A

Q11-14. [Non-governmental organizaPons (NGOs) TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-
point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global
total (excludes ArgenPna, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

16 Edelman, 2012. All rights reserved.

N/A

68%

NGOs surge in China and India

TRUST IN NON-GOVERNMENTAL ORGANIZATIONS

U.S.
UK/France/Germany
China
India

80%
79%

75%
70%

68%
65%
60%
55%

54%
52%

50%

48%

45%

48%

40%
35%

36%

31%

30%

2001

2002

2003

2004

2005

2006

2007

2008

2009

Q11-14. [Non-governmental organizaPons TRACKING] Below is a list of insPtuPons. Please indicate how much you TRUST that insPtuPon 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 35-64 in U.S., UK/France/Germany, India and China

17 Edelman, 2012. All rights reserved.

2010

2011

2012

Trust in business and government move in sync since 2008 in Western Economies
TRUST IN BUSINESS AND GOVERNMENT

Business
Government

U.S.
80%
58%

60%
48%

44%

40%

51%

48%

49%

48%

51%
45%

48%

44%

45%

38%

39%

43%

44%

39%

20%

53%

38%

36%

37%

38%
30%

27%

0%
2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

UK/France/Germany

80%

60%

40%

36%

41%

46%
35%

40%

36%

34%

32%
26%

20%

38%

25%

31%

27%

37%

36%
32%

31%

36%

39%
38%

43%

31%
30%

22%

0%
2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Q11-14. [Business in General and Government in general TRACKING] Below is a list of insPtuPons. For each one, please indicate how much you trust that insPtuPon to do what is right using a 9-point scale
where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages 35-64 in the U.S., India, China and UK/France/Germany
18 Edelman, 2012. All rights reserved.

CEO credibility returns to low of 2009

CEO CREDIBILITY

U.S.

Japan

UK/France/Germany
China
India
S. Korea

100%
90%

83%

80%
66%

70%

60%
60%
60%
50%
40%
30%

37%

34%
22%

20%
10%

63%
56%

53%
46%

44%
37%

68%

59%

49%

41%

51%

44%
26%

23%
17%

23%
18%

45%
35%

33%

32%

46%

34%

28%
27%
22%

26%

21%

17%

0%

2007

2008

2009

2010

2011

Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard informaPon about a company from each
person, how credible would the informaPon be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in the U.S., UK/France/Germany, China, India, Japan and South Korea

19 Edelman, 2012. All rights reserved.

2012

Government leaders less trusted than business leaders to tell the truth
Business
Leaders
Government
Leaders

% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH

73%
69%

69%
66% 66%

65%
60%

51%

50%
46%

44%

53%

50%

48%

51%

50%
47%

46%

46%

46%

42%
40%

43%

43%

38%

36%

34%

36%

41%

40%
36%

34%

34%
28%

27%
26%

23%

30%

29%

24%

24%

21%
17% 17%
15%
14%

14%

13%
10%

11%

10%
5%

Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
PopulaPon in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General PopulaPon in 25 country global total and across 25 countries

20 Edelman, 2012. All rights reserved.

9%

Business not meeJng publics expectaJons

Business
Importance

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

Company
Performance

67%

36%

-31

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

TREATS EMPLOYEES WELL

64%

-37

-31

26%

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

29%

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

30%

CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE
COMPANY OPERATES

26%

-20
-23

41%

-12
29%

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

-16
23%

RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK

FOR' OR 'MOST ADMIRED COMPANIES'

39%

57%
55%

-26

-5 41%

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

60%

-33

27%

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

61%

-29

32%

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

62%

-34

28%

HAS ETHICAL BUSINESS PRACTICES

62%

-36

26%

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL

ISSUES

-19

27%

PLACES CUSTOMERS AHEAD OF PROFITS

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

67%

48%

50%
49%
46%

Closing the
gap on
expectaJons

-7 31% 38%
-17

19%

36%

Q52-69. How important is each of the following acPons to building your TRUST in a company? Use a nine-point scale where one means that acPon is not at all important to building your trust
and nine means it is extremely important to building your trust in a company. (Top 2 Box, Very/ Extremely Important) General PopulaPon in 25 country global total (excludes Dont Know
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following a}ributes. Use a nine-point scale where one means they are
performing extremely poorly and nine means they are performing extremely well. (Top 2 Box, Performing Very/ Extremely Well) General PopulaPon in 25 country global total

21 Edelman, 2012. All rights reserved.

Government not meeJng publics expectaJons

Government
Importance
Government
Performance

LISTENS TO CITIZENS' NEEDS AND FEEDBACK

HAS TRANSPARENT AND OPEN PRACTICES

67%

66%

65%

65%

-49

16%
56%

-38

18%

54%

PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE

EMPLOYMENT OPPORTUNITIES

PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO

ADDRESS SOCIETAL ISSUES

-46

19%

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT

LOCAL COMMUNITIES

-50

16%

EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE

COUNTRY

COMMUNICATES FREQUENTLY AND HONESTLY

-50

17%

-36

18%

52%

-36

16%
41%
14%

-27

Q132-139. How important is each of the following acPons to building your trust in government? Please use a nine-point scale where one means that acPon is 'not at all important to
building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General PopulaPon in 25 country global total; Q140-147.
Please rate your government on how well you think they are performing on each of the following a}ributes using a nine-point scale where one means they are performing "extremely
poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General PopulaPon in 25 country global total


22 Edelman, 2012. All rights reserved.

Despite lack of trust in government, calls for increased regulaJons

% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH

77%
70%

68%
64%
61%
58%
54% 54% 54% 53%

50% 49%

51% 50%
48% 48% 46%
45%
40% 40%

38%

36% 35%
34%
30% 30%
25%

Q130. When it comes to government regulaPon of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected not
enough) Informed Publics ages 25-64 in 25 country global total and across 25 countries

23 Edelman, 2012. All rights reserved.

BUSINESS
CAN EARN LICENSE TO LEAD

2008-2009

Low trust in
business and CEOs

Business has
exibility and speed

THE DYNAMIC OF
TRUST BETWEEN
BUSINESS &
GOVERNMENT

Business leaders
more trusted than
government leaders

Call for increased

regulaPon
protecPon from
irresponsible
behavior sought

business has advantage

in 24 out of 25 markets

2011

Dwindling trust
in government
policy paralysis

24 Edelman, 2012. All rights reserved.

Government
responds

25 Edelman, 2012. All rights reserved.