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2
GLOBAL
ONLINE SURVEY IN 27 COUNTRIES
• 33,000 respondents
• 6 years in 20+ markets
• 9 years in 10+ markets
GENERAL POPULATION
• 1000 respondents per country surveyed
• Ages 18+
• 3 years in 25+ markets
INFORMED PUBLICS
• 200 respondents in Malaysia & 25 countries, 500 respondents in U.S. and China
• 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
• 14 years of data
EDELMAN’S 14TH annual survey
Indicates Global Data
Indicates Malaysia Data
GLOBAL 54UAE 79China 79Singapore 73Indonesia 72India 69Malaysia 65Canada 60Netherlands 60Mexico 59
Hong Kong 59
Australia 58Brazil 57Germany 57Argentina 53U.K. 52Sweden 51S. Korea 51S. Africa 50U.S. 49France 46Japan 44Italy 43Turkey 41Spain 39Ireland 39Russia 37Poland 35
GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands
59
Brazil 55 Germany 55 France 54 Sweden 54 U.K. 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36Trust Index is an average of a country’s trust in the four institutions of government, business,
media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).
3
BIG TRUST INCREASES FROM 2013
UAE +13 pts.Indonesia +10
pts.Australia + 8
pts.Argentina + 8
pts.
The Global Trust Index: slight increase in trust over the past year for Malaysia
2013 2014
BIG TRUST DECREASES FROM 2013
Poland -13 pts.U.S. -10 pts.
Mexico -9 pts.
TR
USTER
SN
EU
TR
AL
DIS
TR
USTER
S
2014
TR
USTER
SN
EU
TR
AL
DIS
TR
USTER
SGLOBAL TRUST DIFFERENCE OF
9 points
MARKETS WITH LARGEST
PERCEPTION GAPS:
UAE (15 pts.) Australia (14
pts.) Germany (13
pts.) France (13
pts.) Sweden (13
pts.)
GLOBAL 47China 67UAE 64Singapore 64Indonesia 62India 61Malaysia 57Canada 54Mexico 53Netherlands 51Hong Kong 50Brazil 49Argentina 49Australia 44Germany 44S. Korea 43U.K. 42S. Africa 42U.S. 42Italy 41Japan 40Turkey 39Sweden 38Spain 36Ireland 35France 33Poland 32Russia 31
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.
4
Substantially lower trust among general public than informed public
2014GLOBAL 56
UAE 79China 79Singapore 73Indonesia 72India 69Malaysia 65Canada 60Netherlands 60Mexico 59Hong Kong 59Australia 58Brazil 57Germany 57Argentina 53U.K. 52Sweden 51S. Korea 51S. Africa 50U.S. 49France 46Japan 44Italy 43Turkey 41Spain 39Ireland 39Russia 37Poland 35
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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
NGOS BUSINESS
MEDIA
5
TOTAL TRUST
TRUST A GREAT DEAL
GOVERNMENT
2013 2014
23% 27%
76% 75%
#12013 2014
23% 23%
63%72%
#2
2013 2014
15%20%
60% 59%
#32013 2014
21% 23%
60%54%
#4
Trust in business increases, trust in government dropsMalaysia trust in the four institutions: NGOs, Business, Government and Media, 2013 vs. 2014
50%
Trust in government globally, 2013 vs. 2014
6
Significant trust decline for government; largest trust drops in U.S., France and Hong Kong
Q11-14. [GOVERNMENT IN GENERAL] 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, 20-country global total.
N.A.
LOWER/EQUAL TRUST IN 17 COUNTRIESHIGHER TRUST IN 9
COUNTRIES
2013
2014
= HISTORIC LOW GLOBAL HISTORIC LOW (2009) = 43%
Globa
l
S. A
frica
UAE
Austra
lia
Japa
n
Indo
nesia
Argen
tina
Turk
ey
Brazil
Germ
any
S. K
orea
Russia
Spai
n
Nethe
rland
s
Swed
enIn
dia
U.K.
China
Mal
aysia
Canad
a
Sing
apor
eIta
ly
Pola
nd
Irela
nd
Mex
icoU.S
.
Fran
ce
Hong
Kong
0.48
0.73
0.43
0.32
0.47
0.19
0.4
0.33
0.480.44
0.29
0.2
0.620.65
0.57
0.47
0.81
0.60.58
0.82
0.35
0.3 0.32
0.41
0.530.49
0.63
44%
17%
88%
56%
45%
53%
23%
43%
34%
49%45%
27%
18%
60%63%
53%
42%
76%
54%
51%
75%
24%
19% 21%
28%
37%
32%
45%
2012 2013 201420%
30%
40%
50%
60%
70%
80%
68%
76%75%
47%
60%59%
65% 63%
72%
49%
60%54%
NGOs
Media
Business
Government
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'. (4 Box, Trust) Informed Publics.
Business paves the way in trust for 2014Malaysia trust in the four institutions since 2012
7
50%
Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] 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, 20-country global total.
TRUST IN BUSINESS VS. GOVERNMENT
GOVERNMENT
8
BUSINESS
GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT
HIGHER TRUST IN
GOVERNMENTHIGHER TRUST IN BUSINESS
20+ PT. HIGHER TRUST IN BUSINESS
Global
S. Afri
ca
Mexic
oBra
zil
Argentina
Indonesia
Poland
IndiaIta
lyU.S.
Sp
ain
Irelan
dRussi
a
Mala
ysia
U.K.
Canad
a
Fran
ceJap
an
German
y
Hong Kong
Australi
aChina
Turk
ey
Singa
pore
Netherla
nds
S. Kore
aUAE
Sweden
58%
63%
73%
70%
58%
82%
45%
79%
45%
58%
38%41%
45%
72%
56%
62%
43%
53%
57%
49%
59%
77%
43%
71%
54%
39%
82%
51%
44%
17%
28%
34%
23%
53%
19%
53%
24%
37%
18%
21%
27%
54%
42%
51%
32%
45%
49%45%
56%
76%
43%
75%
60%
45%
88%
63%
Malaysia - In 2013 – 3 point diffIn 2012 – 18 point diff
9Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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.
Big business and publicly-traded companies have trust advantage
Malaysians’ trust in different types of businesses
71% 68%63% 62% 61%
54%
62% 65%
74%
62%
73%
63%
73% 74% 77%
69%
80%
59%
Global APAC Malaysia
JAPA
NUNITE
D KINGDOM
GERM
ANYSO
UTH KO
REASW
ITZER
LAND
CANADASW
EDEN
FRANCE
UNITED ST
ATES
NETHER
LANDS
ITALY
SPAIN
RUSSIA
BRAZIL
CHINA
MEX
ICO
INDIA
94%91% 89%
86% 85% 84% 83% 83% 81% 79%76%
65%
58%53%
48%45% 44%
10 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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.
Malaysians trust companies from developed markets
M O S T T R U S T E D
Germany, Sweden, Canada were among the
top in 2013
2013 vs. 2014
Trust in industries, 2013 vs. 2014
20142013
Q43-60. [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.
11
Most trusted industry: Technology continues to keep the top position for 3rd consecutive year
TECHNOLOGY
CONSUMER ELECTRONICS MANUFACTURING
AUTOMOTIVE
TELECOMMUNICATIONS
CONSUMER HEALTH COMPANIES
BANKS
ENERGY
PHARMACEUTICALS
FINANCIAL SERVICES
FOOD AND BEVERAGE
CHEMICALS
CONSUMER PACKAGED GOODS
ENTERTAINMENT
MEDIA
BREWING AND SPIRITS
90%
85%
81%
79%
79%
78%
77%
77%
74%
73%
69%
68%
62%
55%
54%
TECHNOLOGYCONSUMER
ELECTRONICS MANUFACTURING
AUTOMOTIVE
TELECOMMUNI-CATIONSCONSUMER
HEALTH COM-PANIES
BANKS
ENERGY
PHARMACEUTICALS
FINANCIAL SERVICES
FOOD AND BEV-ERAGE
CHEMICALSCONSUMER PACKAGED
GOODSENTERTAINMENT
MEDIA
BREWING AND SPIRITS
85%
86%
79%
81%
75%
82%
81%
74%
76%
78%
75%
76%
71%
66%
56%
+5
-1
+2
-2
+4
-4
-4
+3
-2
-5
-6
-8
-9
-11
-2
Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors 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”. Q43-60. [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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.
FINANCIAL SERVICES INDUSTRY
FOOD & BEVERAGE INDUSTRY
ENERGY INDUSTRY
Trust in industry v/s sector: Banks enjoy high level of trust
12
Malaysians’ trust in industry sectors
Insurance
Credit cards / Payments
Financial advisory / Asset management
Financial services industry overall
Banks
65%
65%
69%
69%
80%
Fast food restaurants
Food and beverage manufacturers
Food service
Food and beverage retailers
Food Industry overall
65%
66%
69%
69%
69%
Mining
Oil
Energy industry overall
Utilities
Natural Gas
Renewables
63%
68%
69%
70%
70%
73%
2013 vs.2014
Credibility of spokespeople , 2013 vs. 2014
20142013
Q130-143. [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, Very/Extremely Credible) Informed Publics.
13
Technical and academic experts still considered most credible spokesperson
GOVERNMENT OFFICIAL OR REGULATOR
REGULAR EMPLOYEE
BOARD OF DIRECTORS
NGO REP-RESENTA-
TIVE
CEO
A PERSON LIKE YOURSELF
FINANCIAL OR INDUSTRY ANALYST
ACADEMIC OR EXPERT
TECHNICAL EXPERT IN THE
COMPANY
38%
39%
47%
52%
54%
57%
61%
69%
72%
GOVERNMENT OFFICIAL OR REGULATOR
REGULAR EMPLOYEE
BOARD OF DIRECTORS
NGO REPRE-SENTATIVE
CEO
A PERSON LIKE YOURSELF
FINANCIAL OR INDUSTRY AN-
ALYST
ACADEMIC OR EXPERT
TECHNICAL EXPERT IN THE
COMPANY
48%
43%
53%
54%
55%
69%
63%
71%
73% -1
-2
-2
-12
-1
-2
-6
-4
-10
ONLINE SEARCH ENGINES
TRADITIONAL MEDIA
HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
65% 65%
54%47% 45%
72% 73%
65%
57%54%
79%
64% 62%57%
54%61%
56%59% 58%
Global APAC Malaysia
70%
Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics.
Malaysia trust in different sources of information
14
A powerful combination: Search and traditional
FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT
BUSINESS
SOURCE USED TO CONFIRM/VALIDATE
INFORMATION BREAKING NEWS ABOUT BUSINESS
Online search Television Newspapers
36%
20% 19%
Online search Television Newspapers
28% 25% 20%
FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS
INFORMATION
Online search Newspapers Television
30% 26% 21%
Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global totalQ183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total15
Levels of trust in sources of information
The Power of Search
Online search Television Newspapers
50%
13%19%
Online search Television Newspapers
38% 14%
16%
Online search Newspapers Television
41%
22% 10%
FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS
INFORMATION
FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT
BUSINESS
SOURCE USED TO CONFIRM/VALIDATE
INFORMATION BREAKING NEWS ABOUT BUSINESS
Informed public calls for increased government regulation in business by nearly a two-to-one margin, significantly more pronounced among specific sectors
16
Government regulation of business and sectors
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.
47%51%
65%
56%
26%
12%9%
12%
Not Enough Too Much
33%
20% 20%17%
5% 4%1%
Malaysians expect government to protect consumers from irresponsible business practices and maintain competition in industry
17
Most important role for government in business
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
35% 29% 26% 30%33% 34% 26% 27%
GOVERNMENT LEADERS
18
BUSINESS LEADERS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
Marginal change in trust among business leaders
2013 2014
2013 2014
25% 28%21%
27%21% 21% 18%
25%
19
Edelman Trust Barometer research reveals 16 specific attributes that build trust.
These can be grouped into
five performance clusters ,listed here in order of importance.
16 Key attributes to building trust
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
OPERATIONS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS
PURPOSE
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
PRODUCTS & SERVICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
INTEGRITY
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
ENGAGEMENT
-18
-18
-15
-18
-15
-17
-17
-13
-14
-12
-13
-9
-11
-9
-8
-10PARTNERS WITH THIRD PARTIES
TOP GLOBAL COMPANY
ADMIRED TOP LEADERSHIP
CONSISTENT FINANCIAL RETURNS
INNOVATOR
ADDRESSES SOCIETY'S NEEDS
POSITIVELY IMPACTS COMMUNITY
PROTECTS ENVIRONMENT
LOOKS AFTER EMPLOYEES
ACTS RESPONSIBLY IN CRISIS
CUSTOMERS BEFORE PROFITS
COMMUNICATES OFTEN
TRANSPARENT & OPEN
LISTENS TO CUSTOMERS
IS ETHICAL
HIGH QUALITY PRODUCTS
32%
34%
35%
36%
38%
35%
36%
37%
40%
37%
37%
39%
38%
42%
40%
41%
42%
42%
44%
47%
47%
48%
48%
51%
53%
54%
54%
54%
56%
57%
58%
59%
Q80-Q95. [TRACKING] 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) Informed Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics.
Business importance vs. business performance on 16 trust driversGap
20
IMPORTANCEPERFORMANCE
P&S, Engagement, and Integrity: Priority areas for companies to build trust
INTEGRITY
PURPOSE
OPERATIONS
PRODUCTS & SERVICES
ENGAGEMENT
86% 85% 84% 83% 80%
66%
What CEOs should do to build trust
21
Actions a CEO can take to build trust in themselves and their company
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.
The path forward
22
Globally 84% believe a company can take specific actions that both increase
profits and improve the economic and social conditions in the communities where it operates.
Operations and CSR programs are now prerequisites. Business must focus on
Engagement and Integrity to build trust.
CEO must become Chief Engagement Officer
With the increased trust, Businesses must now lead the debate for change.
People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it.
We need to evolve…
MacroMicro
Shared Value(s)Transactional
Societal ExpectationsLegal Requirements
How and WhyWhat
to includeFrom only
23
Business to lead the Debate for Change
25
EvaluateEstablish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
AdvocateOffer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement.
Participate Partner, listen and build relationships to inform strategy.