Trust2012 presentation en

1 © Edelman, 2012. All rights reserved.

Robert Phillips

President & CEO, EMEA

February 2012

EDELMAN TRUST

BAROMETER 2012

GLOBAL HEADLINES

• Government Suffers Steepest Trust Decline In

Barometer History

• Business Still Has It‟s Own Hurdles To Clear,

Especially In Developed Markets; CEO Trust

Significantly Down

• Banks & Financial Services Remain Least

Trusted; Technology Leads

• NGOs Remain Most Trusted Institution Globally

• Social Media Surges As Scepticism Rises

• Business Can Earn License To Lead BUT New

Trust Dynamics At Play


52% 53% 54%

57% 59%

54%

44% 48% 46%

45% 46%

47% 52%

51% 49%

53% 53%

47%

40%

43% 44%

46% 49%

38%

20%

30%

40%

50%

60%

70%

80%

2007 2008 2009 2010 2011 2012

NGOs

Media

Business

Government

BUSINESS

GOVERNMENT

TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL

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) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)

GLOBALLY, NGOS AND BUSINESS FALL TO 2009 TRUST LEVEL – GOVERNMENT RECORD DECLINE

http://www.earthshope.org/Home_files/earth transparent.png

EUROPE:

THE CRUCIBLE

OF TRUST • Trust in Eurozone Governments down 19 points to 27%;

7 out of 9 are Distrusted

• Contagion Spreads to Business; France, Germany and

Spain Suffer Dramatic Declines

• UK Trust in Government Holds; But Significant

Expectation Gap versus Delivery

• Trust in CEOs & Regulators Falls Sharply; Big Rises for

„Person Like Yourself‟ and Regular Employees

• Other Big Trust Winners are Traditional Media Sources

plus Social Media

• Opportunity for Business to Lead: Profit + Purpose +

Engagement


TRUST IN INSTITUTIONS

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 AND Informed Publics ages 25-64 in downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)

IN S&P RECENT DOWNGRADE COUNTRIES, TRUST IN GOVERNMENT AND BUSINESS DROPS SHARPLY

Business

2011 Informed Public


2012 General Public

Government

Business Government

+18 adults

+18 +18

Downgrade countries (France, Italy, Spain)

25% 27%

46%

37% 41%

55%

+18 +18

Non downgrade countries (UK, Germany, Netherlands,

Ireland)

32%

42% 43%

40% 45%

54%

+18 +18



27%

29%

36%

40%

46%

27%

35%

28%

34%

37%

40%

28%

39%

42%

45%

38% 39%

36%

32%

38%

43%

40%

46%

23% 20%

30%

40%

50%

60%

70%

80%

2007 2008 2009 2010 2011 2012

NGOs

Media

Business

Government

BUSINESS

GOVERNMENT

TRUST IN INSTITUTIONS – RUSSIA

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) Informed Publics ages 35-64 in Russia

RUSSIA IS NOT IMMUNE FROM FALLING GLOBAL TRUST SCORES –

ESPECIALLY AMONG OLDER „INFORMED PUBLICS‟


TRUST IN INSTITUTIONS - RUSSIA

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 AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)

NGOs

Business

Media

Government



2012 General Public

29% 26%

39%

32%

41% 41%

32% 33% 37%

28% 28%

42%

IN RUSSIA, TRUST IN THREE OF FOUR INSTITUTIONS DECLINES OVERALL


Trust Steady

TRUST IN BUSINESS IN RUSSIA LOW BUT STABLE TRUST 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

Trust Trust

50%



56%

61%

50%

46%

54%

44%

52%

41%

70%

64%

46%

81%

44%

53%

74%

78%

52%

81%

48%

53% 53%

71%

56%

50%

57%

46%

54%

41%

69%

62%

43%

77%

38%

47%

65% 67%

34%

63%

28%

32%

2011 Informed Public EMEA

2012 Informed Public EMEA

http://www.earthshope.org/Home_files/earth transparent.png


19%

39%

28%

27%

28%

27%

29%

25%

33%

32%

49%

30%

50%

32%

47%

59%

32%

34%

37%

46%

46%

53%

54%

55%

55%

57%

59%

60%

60%

64%

77%

84%

PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESSSOCIETAL ISSUES

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

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITYIN WHICH THE COMPANY OPERATES

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

TREATS EMPLOYEES WELL

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITSBUSINESS

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

PLACES CUSTOMERS AHEAD OF PROFITS

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

HAS ETHICAL BUSINESS PRACTICES

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

GLOBAL CHALLENGES IN BUSINESS ARE ALSO REFLECTED AMONG THE GENERAL POPULATION Gap

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 Russia (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 Russia

RUSSIA Business Importance

Company Performance

- 25

- 30

- 32

- 10

- 30

- 10

- 25

- 22

- 30

- 25

- 26

- 18

- 19

- 9

+ 5

- 13


49%

77%

70% 68%

64%

58%

54% 54% 53% 51% 48% 48%

40% 40% 38%

36% 35% 34%

30% 30%

50%

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. THIS CONFIRMS THE CALL FOR BUSINESS TO BE SOCIALLY RESPONSIBLE

EMEA


HIGH LEVEL OF IMPORTANCE FOR SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS

Q128. & 129. How important is it for companies to take each of the following actions? Please use a nine-point scale where one means that it is 'not at all important' for a company to

take that action and nine means it is 'extremely important' for a company to take that action. (Top 4 Box) General Population in Europe

86%

76% 76% 76% 76% 76% 74% 74%

72%

61%

Italy Sweden Russia Germany Netherlands France Ireland Spain UK Poland

% WHO THINK IT IS IMPORTANT FOR A COMPANY TO BE INVOLVED IN SOLVING SOCIAL AND

ENVIRONMENTAL PROBLEMS IN THEIR COUNTRY

+18 adults


81%

73%

60%

53%

40%

38%

28%

18%

Academic or expert

Technical expert in the company

A person like yourself

Financial or industry analyst

Regular employee

CEO

NGO representative

Government official or regulator

66%

63%

58%

56%

42%

40%

40%

39%

Academic or expert

Technical expert in the company

CEO

Financial or industry analyst

Government official or regulator

NGO representative

A person like yourself

Regular employee

CREDIBLE SPOKESPEOPLE – RUSSIA

2012 2011

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 Russia

- 12

- 24

- 20

+ 15

+ 20

+ 10

CREDIBILITY OF „PERSON LIKE ME‟ SURGES IN RUSSIA; CEO DECLINES


20%

24%

12% 15%

9%

21%

13%

7%



- 8

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 Russia

ONLINE SEARCH ENGINES AND SOCIAL MEDIA ARE NOW MORE TRUSTED THAN TRADITIONAL MEDIA

ONLINE MULTIPLE SOURCES

TRADITIONAL SOCIAL MEDIA CORPORATE

- 11


RUSSIA

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 Russia; 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 Russia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population

32% TRUST BUSINESS

1) Ranks on a global list

2) Highly regarded, top leadership

3) Delivers consistent financial returns

1) High quality products or services

2) Listens to customer needs and feedback

3) Has ethical business practices

4) Places customers ahead of profits

4) Innovator of new products

6) Addresses society's needs

7) Takes actions to address issue or crisis

8) Treats employees well

8) Communicates frequently and honestly

10) Works to protect/improve environment

11) Has transparent and open business

12) Positively impacts the local community

12) Highly regarded, top leadership

14) Delivers consistent financial returns

15) Ranks on a global list

16) Partners with third parties

BUSINESS: THE PATH FORWARD BUSINESS COMPETENCE + SOCIETAL COMPETENCE + ENGAGEMENT BEHAVIOURS

CURRENT TRUST BUILDING FUTURE TRUST

Societal

Operational


• Profit - Business competence - the ability to deliver great products and services; to innovate; and to make money

• Purpose - Social imperatives - treating employees well; protecting the environment; being a force for good in society

• Engagement - Behaviors we characterize as Public Engagement – transparency; honest & frequent communications; active partnerships for common good

TO EARN LICENSE TO LEAD BUSINESSES ARE EXPECTED TO

MEET A “THREE-DIMENSIONAL” CHALLENGE

Profit

Purpose

Engagement


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Trust2012 presentation en

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