2012 Edelman Trust Barometer - Singapore Results

1 © Edelman, 2012. All rights reserved.

2012EDELMAN TRUST BAROMETERSINGAPORE RESULTS


2012 Edelman Trust Barometer – Singapore FindingsMETHODOLOGY OVERVIEW

Twelfth annual studyOnline survey in 25 countries30,000+ respondents

1,000 general population respondents per countryAges 18+

Oversample of informed publics*500 respondents in U.S. and China & 200 in all other countries

Ages 25-64

College-educated

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

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

* This year Informed Publics were surveyed via online methodology instead of telephone** New country included in this year’s study

GENERAL PUBLIC

INFORMEDPUBLIC25-64

Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia**

Indicates Global Data

APAC Indicates Asia Pacific Region Data

Singapore sample: 1,000 general population respondents & an oversample of 200 Informed Publics

Indicates Singapore Data

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Edelman Trust Barometer in retrospect

Rising Influence of NGOs2001

Fall of the celebrity CEO2002

Earned media more credible than advertising2003

U.S. companies in Europe suffer trust discount2004

Trust shifts from “authorities” to peers2005

“A person like me” emerges as credible spokesperson2006

Business more trusted than government and media2007

Young influencers have more trust in business2008

Business must partner with government to regain trust2009

Trust is now an essential line of business2010

Rise of authority figures2011


Series134%

41%

61%

71%

44%

51%

51%

78%

89%

Bought shares

Paid more for products/services

Chose to buy products/servicesRefused to buy products/services

Recommended them to a friend/colleagueCriticized them to a friend/colleague

Shared negative opinions online

Sold shares

Shared positive opinions online

+_Distrusted Companies Trusted Companies

2011: Actions Taken Over Past 12 Months – APAC

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 APAC

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 APAC

4

2011 established that trust leads to personal action resulting in tangible benefits


2011 Year in review


Energy

Media

Financial services

Banks

75%

54%

55%

71%

29%

33%

38%

51% -20

-21

-46

-17

TRUST IN INDUSTRIES

CREDIBLE SPOKESPEOPLE

8%14%

16%18%22%24%

32%

42%

63%

40%

59%

48%

39%

67%70%

65%

-23-38

-43

-17

-30-26

-55-43

Technical Expert

Academic or Expert

CEO A Person Like

Yourself

NGO Represent.

Regular Employee

Financial/ Industry Analyst

Government Official

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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. [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 information about a company from each 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); Q149-160. [TRACKING] Below is a list of places where you might get information 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 information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan

- 12 - 21 - 26

TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

Business Media NGOs Government

53% 47% 48% 36% 51% 30% 51% 25%

TRUST IN INFORMATION SOURCES

-16

Newspaper

-26

TV

-13

Radio

-13

Magazines

2011 Informed Public


The Fragility of Trust: Focus on Japan


TRUSTERS

NEUTRAL

DISTRUSTERS

GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32

GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39

20122011>

>

>

<

<

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 2012

<

Despite nearly twice as many countries now being skeptics, Singapore remains a “Truster” and moves up to the third highest trust score

>

>



Global

Irelan

dIndia

Canad

aU.S.

German

y

Sweden

Singa

pore U.K.

Australi

a

Mexico

UAERussi

aChina

Poland

Italy

Netherla

nds

South

Korea

France

Argentina

IndonesiaSp

ainJap

anBraz

il

Hong Kong

Malaysi

a

52%

20%

44%

52%

40%

33%

64%

77%

43%

52%

42%

88%

39%

88%

42%45%

75%

50% 49%

54%

62%

43%

51%

85%

43%

35%

53%56%

43%

33%

62%

73%

38%

47%

35%

78%

26%

75%

28%31%

61%

33%31%

36%

40%

20%

25%

32%

62%

49%50%

TRUST IN GOVERNMENT

Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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 Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

2011 2012

TrustTrust Steady

N/A N/A

Trust

Majority of countries now distrust government; Conversely, trust in government remains high in Singapore

APAC

Informed Publics

Global



Several mature economies see double-digit drops in business trust; Trust in business is steady in Singapore over one yearTRUST IN BUSINESS

Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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 Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

N/A N/A

TrustTrust Trust Steady

50%

GlobalChina

Canad

aU.S.

Australi

a

Poland

Sweden

Russia

India

Singa

poreIta

ly

Indonesia

Irelan

d

Mexic

oU.K.

Argentina

Japan

Netherla

ndsUAE

South

Korea

German

yBra

zil

Fran

ceSp

ain

Mala

ysia

Hong Kong

56%

61%

50%

46%

54%

44%

52%

41%

70%67%

64%

80%

46%

81%

44%

63%

53%

74%78%

46%

52%

81%

48%

53%53%

71%

56%

50%

57%

46%

54%

41%

69%66%

62%

78%

43%

77%

38%

57%

47%

65% 67%

31%34%

63%

28%32%

65%

47%

2011 2012 APAC

Informed Publics

Global



Brewing and spirits

Financial services

Media

Energy

Consumer packaged goods

Food and beverage

Pharmaceuticals

Banks

Telecommunications

Automotive

Technology

59%

62%

63%

65%

66%

66%

66%

68%

68%

77%

85%

Brewing and spirits


Media

Financial services

Food and beverage

Energy

Pharmaceuticals

Banks

Automotive

Telecommunications

Technology

54%

59%

64%

66%

66%

68%

72%

75%

77%

78%

87%

20122011

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 Asia Pacific (excludes Hong Kong and Malaysia), 25-country global total

TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) AND GLOBAL

In Asia Pacific, top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted

2012GlobalAPAC APAC

80% (#1)

67% (#2)

62%

50%

58%

66% (#3)

63%

56%

52%

48%

58%


20122011

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 Singapore

TRUST IN INDUSTRIES – SINGAPORE

Technology

Food and beverage

Telecommunications

Automotive

Pharmaceuticals

Energy


Banks

Brewing and spirits

Media

Financial services

87%

79%

78%

76%

75%

71%

70%

68%

66%

65%

64%

Telecommunications

Technology

Automotive

Energy

Banks

Food and beverage

Pharmaceuticals


Financial services

Media

Brewing and spirits

83%

82%

78%

73%

71%

69%

68%

67%

61%

60%

57%

In Singapore, trust in the food and beverage industry significantly increases & rises to the second most trusted industry; Financial services drops to the bottom

+10


50%

TRUST IN MEDIA

Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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 Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

TrustTrust Steady Trust

N/A N/A

Media only institution to see increase in trust globally; BRIIC-ME, plus Singapore and Mexico most trusting of media

GlobalIndia U.S. U.K.

Italy

Australi

a

Canad

a

Singa

pore

German

y

Sweden

Spain

China

Mexico

Irelan

dRussi

a

France

Poland

Indonesia

Netherla

nds

South

Korea

Argentina

UAEBraz

ilJap

an

Hong Kong

Malaysi

a

49% 50%

27%

22%

45%

32%

45%

59%

37% 37%

46%

80%

67%

38% 37%

45%

53%

86%

69%

53%

60%

72% 73%

48%52%

70%

45%

37%

57%

43%

54%

65%

42%38%

46%

79%

65%

35%33%

41%

48%

80%

61%

45%

49%

61% 61%

36%

65%

47%

2011 2012 APAC

Informed Publics

Global



33%

22%

9%

18%

32%

28%

17% 18%



ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE

Q149-160. [TRACKING] Below is a list of places where you might get information 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 information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)

Transmedia LandscapeTRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

APAC


Microblogging sites, such as Twitter

Corporate or product advertising

Blogs

Content-sharing sites, such as YouTube

Social networking sites, such as Facebook, MySpace, LiveJournal, Meebo, Orkut, Qzone, Mixi etc

Online search engines, such as Google

Corporate communications such as press releases, reports, and emails

Magazines or business magazines

Radio or radio news

News/RSS feeds

Television or television news

Newspapers

3%

7%

9%

9%

9%

20%

26%

23%

20%

33%

26%

35%

11%

13%

15%

16%

18%

27%

28%

31%

33%

34%

39%

48%

2012 2011

Diversification of MediaTRUST IN INFORMATION SOURCES – SINGAPORE

Q149-160. [TRACKING] Below is a list of places where you might get information 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 information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Singapore

TRADITIONAL

OWNED

HYBRID

SOCIAL


Once (1), 2%Twice (2),

12%

Three times (3), 36%

Four or Five times (4-5),

28%

Six to Nine times (6-9),

7%

Ten or more times (10+),

14%

Three to Five times

64%

Q148. [TRACKING] 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 enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Asia Pacific Region and Singapore

ASIA PACIFIC REGION

Skepticism requires repetitionNUMBER OF TIMES NEEDED TO HEAR INFORMATION

MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

Once (1), 2%Twice (2),

11%

Three times (3), 35%

Four or Five times (4 - 5),

35%

Six to Nine times (6-9),

6%

Ten or more times (10+),

10%

Three to Five times

70%

NUMBER OF TIMES NEEDED TO HEAR INFORMATION - SINGAPORE


50%

TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)

Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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 Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

TrustTrust Steady Trust

N/A N/A

NGOs still most trusted institution, despite some drops; Singapore’s trust level remains the same

GlobalChina

India

South

Korea

Argentina

Italy

U.K.U.S.

France

Australi

a

Singa

pore

Irelan

d

Poland

Canad

aUAE

Mexico

German

ySp

ain

Sweden

Indonesia

Netherla

ndsRussi

aJap

anBraz

il

Hong Kong

Malaysi

a

61%63%

61% 62%

70% 70%

51%55%

58%

65% 64%

53%56%

72% 72%

85%

55%

60%

53%

66%

72%

42%

51%

80%

58%

79%

67% 67%

75% 74%

54%58%

60%

65%64%

53% 55%

66% 66%

78%

48%51%

41%

53%

59%

28%30%

49%

70%68%

2011 2012 APAC

Informed Publics

Global




75%

20%

6%

Singapore

IN THE RIGHT DIRECTIONOFF ON THE WRONG TRACKDON'T KNOW/REFUSED

Confidence about future direction mixed in APAC, high in Singapore , compared to U.S. and EU

44%

48%

8%

APAC

24%

73%

3%

U.S.

35%

58%

7%

EU

Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? Informed Publics Ages 25-64 in the Asia Pacific region, Singapore, the U.S., and the European Union region (excludes Russia)


Government official or regulator

Regular employee

Financial or industry analyst

CEO

NGO representative

A person like yourself

Academic or expert

Technical expert in the company

31%

41%

44%

46%

47%

60%

61%

64%

Regular employee


NGO representative



CEO


Academic or expert

33%

37%

43%

47%

51%

58%

61%

68%

20122011

Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each 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 Asia Pacific Region (excludes Hong Kong and Malaysia), 25-country global total

+ 23

- 12

+ 8

- 16

Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012

- 7

- 7

+ 4

CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) AND GLOBAL

2012Global

67% (#2)

69% (#1)

65% (#3)

52%

41%

47%

49%

31%

APAC APAC


Academic or expert


CEO



NGO representative

Regular employee


64%

59%

58%

54%

51%

38%

37%

34%

Academic or expert



CEO


NGO representative

Regular employee


63%

60%

55%

46%

44%

42%

39%

38%

CREDIBLE SPOKESPEOPLE – SINGAPORE

20122011

Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each 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 Singapore

+ 21

- 16

- 12

In Singapore, credibility of “person like me” also significantly increases, climbing from the last spot to the third; Financial/industry analyst falls to the bottom


50%

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 Population 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 Population in 25 country global total and across 25 countries

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

Asia Pacific markets, particularly Singapore, are more likely than other regions to trust both business and government leaders to tell the truth

GlobalIta

lySp

ain

Irelan

dU.K.

France

German

y

Australi

aU.S.

Russia

Mexico

Poland

Canad

a

Netherla

nds

S. Kore

aBraz

ilIndia

Argentina

Sweden

IndonesiaJap

an

Hong Kong

China

Malaysi

aUAE

Singa

pore

27%

51%

44%

48%

42%

50%

36%

40% 38%

23%

13%

34% 36% 34%

21%

10% 10%

14%

26%

5%

11%

28%

24%

9%

14%17%

46%

73%69% 69%

66% 66% 65%

60%

53%51% 50%

47% 46% 46% 46%43% 43%

41% 40%

36%34%

30% 29%

24%

17%15%

Business Leaders Government LeadersAPAC

General Population

Global


PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES

RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

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

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

TREATS EMPLOYEES WELL

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

PLACES CUSTOMERS AHEAD OF PROFITS

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

HAS ETHICAL BUSINESS PRACTICES

17%

27%

31%

23%

25%

25%

21%

26%

24%

24%

25%

25%

30%

39%

27%

31%

33%

34%

39%

43%

44%

44%

49%

50%

55%

55%

59%

60%

62%

64%

64%

64%

Business not meeting public’s expectations in Singapore and not as good as rest of APAC

Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action 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 Population in Singapore (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Singapore*Gap numbers for Asia Pacific region also displayed.

SINGAPOREBusiness ImportanceCompany Performance -33

-37

-25

-32

-35

-34

-31

-31

-24

-28

-19

-19

-20

-16

-7

-8

- 26

- 33

- 20

- 28

- 18

- 14

APAC


Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total, Asia Pacific region and Singapore.

REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly25%

Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries16%

GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis4%

BUILD INFRASTRUCTURE that promotes and facilitates business opportunities19%

Government SHOULD NOT PLAY A ROLE in business4%

PROTECT CONSUMERS from irresponsible business practices31% 30%

25%

20%

18%

4%

2%

GLOBAL APAC

THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:

Calls for greater protection and responsible behavior globally and in Asia Pacific region

Business can address on its own

Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%)• Unethical business practices (Global - 28%, APAC - 31%)• Shortcuts that lead to poor quality (Global - 21%, APAC -23%)

30%

17%

4%

16%

2%

32%



50%

GlobalChina

Spain

Mexico

Irelan

d

Hong Kong

Brazil

France

Russia

Malaysi

aIta

lyU.K.

Argentina

Canad

aIndia

Indonesia

S. Kore

aU.S.

Australi

a

German

y

Sweden

Netherla

nds

Poland

UAEJap

an

Singa

pore

49%

77%

70%68%

64%61%

58%

54% 54% 54% 53%51% 50%

48% 48% 46% 45%

40% 40%38%

36% 35% 34%

30% 30%

25%

Q130. When it comes to government regulation 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

% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH

Despite lack of trust in government, calls for increased regulations in almost all markets; However, Singapore is least likely to hold this view

2012 APAC

Informed Publics

Global



Competitive Industry Analysis Example: Technology Industry vs. Technology Co. X

COMPETITIVE INDUSTRY ANALYSIS

Company Trailing Industry Expectations Company and Industry Competing

20% 30% 40% 50% 60% 70% 80%20%

30%

40%

50%

60%

70%

80%

Stat

ed In

dust

ry T

rust

Impo

rtan

ce

Technology Company 3 Trust PerformanceLow Company Performance and Industry Expectations Company Leading Industry Expectations

Partnerships

QualityListens

ResponsibleCustomers

Employees

Ethical

EnvironmentSociety

Community

Transparent

Top Leadership

Top Companies

CommunicatesInnovates

Returns to Investors

SAMPLE


SINGAPORE

Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution 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) General Population in Singapore; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action 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 Population in Singapore (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population

1) High quality products or services

1) Takes actions to address issue or crisis

1) Has ethical business practices

4) Listens to customer needs and feedback

5) Has transparent and open business

6) Places customers ahead of profits

7) Treats employees well

7) Communicates frequently and honestly

9) Works to protect/improve environment

10) Delivers consistent financial returns

11) Addresses society's needs

11) Highly regarded, top leadership

13) Positively impacts the local community

14) Innovator of new products

15) Ranks on a global list

16) Partners with third parties

Societal attributes outweigh operational attributes for building Trust

Societal

Operational

Most Important Attributes that Build Trust – 59% in Singapore trust business

There is a disconnect between the operational factors that have built Trust and the societal and engagement factors

that will build Trust for the future

Communicators have a license to help shape business policy, not just

outcomes.


Date post:	28-Oct-2014
Category:	Business
Upload:	edelman-apacmea
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