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Edelman Trust Barometer Global Deck
Edelman Trust Barometer Global Deck
Ages 25 to 64
College-educated
2011
+4
+2 +5 +4
0%
NGOs
Business
Government
Media
Emerging markets dominate as business trusters U.S. drops to within 5 points of Russia
How much do you trust business to do what is right?
2010 2011
Trusters
100% 90% 80% 70% 62% 60% 50% 67% 70% 64% 59% 62% 61% 57%
Neutral
Distrusters
+19
81%
-8 +12
53% 40% 52%
+12
54% 48% 36% 46%
49% 44%
42% 41%
Brazil
India
Italy
China
Japan
Germany
France
US
UK
Russia
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries
6
China and Brazil drive rise in trust in government; U.S. now on par with Russia
How much do you trust government to do what is right?
2010 2011
+14
88%
Trusters
Neutral
Distrusters
+46
85%
74%
-6
51% 49% 43% 36% 45% 43% 44% 38% 43% 46% 40% 38% 39%
-10
43%
33%
China
Brazil
Japan
France
Italy
India
UK
US
Russia
Germany
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries
7
Trusters
100% 90% 80% 80% 70% 63% 73%
Neutral
Distrusters
60%
50% 40% 30% 20% 10% 0%
- 11
-9
China
Brazil
India
Japan
France
Italy
Germany
Russia
US
UK
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries
8
Trust in NGOs now on par with business in emerging markets More trusted than business in developed markets
How much do you trust NGOs to do what is right? How much do you trust business to do what is right?
Business NGOs
Brazil
100% 90% 81% 80% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2008 2011 2008 59% 56% 58%
China
U.S.
UK/FR/GER
59%
2011
2008
2011
2008
2011
Trust Barometer Index: U.S. drops while BRICs hold in composite scoring
2008 2011
69 62 60 53
55 80 73 69 56 55
Japan
S. Korea Canada Brazil France
50
50 48 48 44
S. Korea
Japan France
53
51 50
Germany
US UK Russia
44
42 40 40
UK
Germany Russia
43
36 36
Composite score is an average of a countries trust in business, government, NGOs, and media Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64
10
In U.S., 2011 decline mirrors 2008-2009 drop Only country to see across-the-board fall
Trust in Institutions: 2008-2011
80%
Business
Government
Media
NGOs
54%
55% 46% 46%
36%
31% 38%
40%
2008
2009
2010
2011
+15
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Brazil HQs
100%
Russia HQs
+32
+12 70% 62% +15 -7 27%
70% 60% 100% 90% 80%
India HQs
100%
China HQs
+ 21
86%
+ 32
90% 80%
+13
90%
80%
74% +33
+17
65%
70% 60%
+16
65% -6
70%
56%
60%
50%
44%
+14 33%
43%
50% 40%
45% -6
37% 30%
28%
30%
13%
20% 10% 0%
15%
Since financial crisis, banks cannot recoup trust in U.S., while tech stays high worldwide; in two years, auto climbs in the U.S. and China
How much do you trust the following industries to do what is right?
Technology
Banks
Automotive
2011 2009
85%
+21
100% 90% 80% 70% 60% 50% 40%
98%
2008
93% 93%
2011
+12
90%
2008
87% 83%
+7
82% 75%
2011
77%
78%
- 46
71%
80%
- 30
46%
+17
53% 49% 48%
32%
30% 20% 10% 0%
25% 16%
China
India
U.S.
U.K.
China
India
U.S.
U.K.
China
India
U.S.
U.K.
What matters for corporate reputation: Quality, transparency, trust, employee welfare most important
How important are these factors to corporate reputation?
High quality products or services Transparent and honest business practices Company I can trust Treats employees well Communicates frequently Prices fairly Good corporate citizen Innovator Widely admired leadership Financial returns to investors
69%
65%
65%
63% 55% 55% 51% 46% 39% 39%
CEOs lead rise in trust in authority, but person like me drops amid flight to credentialed spokespeople
If you heard information about a company from one of these people, how credible would that information be? 2009
Academic/expert Financial/industry analyst Person like yourself NGO representative Regular employee CEO Government official
62%
2011
An academic or expert Technical expert within the company A financial or industry analyst
47% 70%
64%
49%
53%
CEO
41%
50%
47%
32%
43%
31%
43%
29%
34%
First Source
Online search engine
Second Source
29%
Online news sources Print (newspapers/magazines) Online search engine
23%
19%
17%
15%
16%
12%
Broadcast (radio/TV)
14%
Company website
11%
Company website
11%
7%
10%
Social media
5%
0% 10% 20% 30% 40% 50%
Social media
7%
0% 10% 20% 30% 40% 50%
15%
25%
will believe positive information after hearing it 1-2 times will believe negative information after hearing it 1-2 times
51%
Conclusions
Business must align profit and purpose for social benefit Current media landscape plus increased skepticism requires multiple voices and channels Demand for authority and accountability set new expectations for corporate leadership Trust is a protective agent and leads to tangible benefits; lack of trust is barrier to change
23
Stand Alone
WHAT
24
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