2015EDELMAN TRUST BAROMETERJAPAN RESULTS
2
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
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
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
Indicates Global Data Indicates Japan Data
3
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 FALL OF GOVERNMENT
2011 RISE OF AUTHORITY FIGURES
2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS
2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST
2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS
2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA
2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON
2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS
2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT
2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING
2002 FALL OF THE CELEBRITY CEO
2001 RISING INFLUENCE OF NGOS
TRUST IN RETROSPECT
4
43
66
52
6163
57
53
47
5253
31
41
53
42 41
42
51
25
32
45
31
4141
5049
36
48
36
43
4042
40
55
4544
39
51
30
3737
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Business in general
Government in general
Media in general
Non-governmental organizations (NGOs)
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN JAPAN,
2005 - 2014
10 YEARS OF TRUST IN INSTITUTIONS IN JAPANInformed
Public
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 nine-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, in Japan.
5
2014: A YEAR OF THE
UNPREDICTABLE & UNIMAGINABLE
6
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 nine-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, in 27-country global total.
BUSINESS
#1
#3GOVERNMENTMEDIA
NGOS
Informed
PublicTRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
TRUST DECLINES GLOBALLY IN NGOS, BUSINESS, MEDIA
66% 63%
23% 22%
2014 2015
#1
53% 51%
16% 15%
2014 2015
#3
59%57%
16% 16%
2014 2015
#2
45% 48%
15% 17%
2014 2015
#4
TOTAL TRUST
TRUST A GREAT DEAL
7
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN JAPAN,
2014 VS. 2015
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 nine-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, in Japan.
JAPANESE TRUST DECLINES IN ALL INSTITUTIONS
BUSINESSGOVERNMENT
MEDIA NGOS
Informed
Public
53%48%
8% 8%
2014 2015
#1
40%31%
9% 5%
2014 2015
#3
45%40%
8% 4%
2014 2015
#2
37%29%
5% 5%
2014 2015
#4
TOTAL TRUST
TRUST A GREAT DEAL
8
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2014
TRUSTERS from 30% to 22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS from 33% to 48% in 2015
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Informed
Public
JAPAN LEADS THE WORLD IN DISTRUSTTHE TRUST INDEX:
9
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2015
GLOBAL 55
2015
GLOBAL 46
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Nearly 2/3 of countries are nowDISTRUSTERSamong the General Online Population
Informed
Public
General
Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
GENERAL POPULATION MORE DISTRUSTING
10
50%
31%
41%
53%
42% 41% 42%
51%
25%
32%
45%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
TRUST IN GOVERNMENT IN JAPAN, 2005 - 2014
10 YEARS OF TRUST IN GOVERNMENT IN JAPANInformed
Public
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 nine-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, in Japan.
11
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
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 nine-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, 27-country global total.
Informed
Public
2014 2015
TRUST IN GOVERNMENT, 2014 VS. 2015
TRUST IN GOVERNMENT: JAPAN FALLS BACK AFTER TWO YEAR RISE
45
88
53
76
53
60
27
49
42
3237
34
28
19
24
1821
75
63
56
5154
4543
45 45
23
17
48
90
82 82
72
65
5450
43 42 4137
3330
2826 26
70
59
49 4945
42 41 40
33
2116
12
Higher Trust in
Local/State Government in 16 Countries
Higher Trust in Central/Federal
Government in 9 CountriesNeutral
% Trust
50%
Informed
Public
LOCAL/STATE CENTRAL/FEDERAL
Q11-323. [Local/State Government and Central/Federal Government] Below is a list of institutions. For each one, please indicate how
much you trust that institution to do what is right using a nine-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, 27-country global total.
2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT
TRUST IN GOVERNMENT: LOCAL GOVERNMENTS TRUSTED MORE THAN NATIONAL
50
90
70 69
57 5653 52 52 51 50
4642
35 3432
20
39
34
75
70 69
54
38 37 3634
25
50
89
67 68
5450 50 51
41
4844
37
31 29
24
31
18
3934
85 85
73
64
49
3943
35
27
13
50%
42%40%
55%
45% 44%
39%
51%
30%
37% 37%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
10 YEARS OF TRUST IN NGOS IN JAPANInformed
Public
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 nine-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, in Japan.
TRUST IN NGOS IN JAPAN, 2005 - 2014
14
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
Q11-14. [NGOs 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 nine-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, 27-country global total.
2014 2015
Informed
Public
% Trust
66
7673
6462 61 62
59
47
75 74
84
76 76
70
75
6770
77
67 6669
58
67
58
41
47
37
63
8177
71 7065 64 63
58
74 73 72 71 7168 67 67 66
63 62 6159
57
5148
38 37
29
TRUST IN NGOS, 2014 VS. 2015
TRUST IN NGOS: JAPAN DIVES TO LOWEST ON RECORD
15
50%
31%
41% 41%
50% 49%
36%
48%
36%
43%40%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
10 YEARS OF TRUST IN MEDIA IN JAPANInformed
Public
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 nine-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, in Japan.
TRUST IN MEDIA IN JAPAN, 2005 - 2014
16
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
2014 2015
Informed
Public
Q11-14. [MEDIA 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 nine-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, 27-country global total.
% Trust
53
78
70 71
60
4548
40 40
35
42
30
19
79
70
6163
5558 59
54
48
63
54
4144
3740
51
80 7976
62
51 5048 47
44 43 42
20
77
59 57 5652
47 46 45 43 41 4038
34 3431
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA: SIGNIFICANT EROSION IN JAPAN
17
67%
63%65%
62%
52%
50%
53%53%
45%43%
45%
48%
62%
60%
63%
64%
43%42%
44%
47%
2012 2013 2014 2015
Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a nine-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, 20-country global total.
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES:SEARCH ENGINES NOW MOST TRUSTED
18
Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a nine-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, in Japan.
Informed
Public
47%
38% 42%
35%37%
27%
34%
33%
21%
18%
23% 25%
45%
38%
44%
39%38%
30%
31%
36%
2012 2013 2014 2015
Traditional Media
Online Search Engines
Social Media
Hybrid Media
Owned Media
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN JAPAN
MEDIA SOURCES IN JAPAN:TRADITIONAL MEDIA CONTINUES TO LOSE OUT
19
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%22%
22%
25%
29%
31%
2013 2014 2015
20%19%
18%
28%27% 27%
26%27% 27%
2013 2014 2015
19% 19%18%
22%
20% 20%
34%
36%37%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics,
20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news
about business? Informed Publics, 20-country global total.
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE
MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST
20
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics,
Informed Publics, in Japan.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in Japan.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about
business? Informed Publics, in Japan.
30%
30%
23%
39%42%
37%
22%
17%
25%
2013 2014 2015
28%
23%
26%
37% 38%
30%
22%
26%28%
2013 2014 2015
29%
31%31%
22%
11%
15%
34%
39%
35%
2013 2014 2015
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE - JAPAN
MEDIA SOURCES IN JAPAN:TV STILL FIRST SOURCE BUT SEARCH RISING
21
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how
much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, 27-country global total.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each
of the following authors or content creators? Informed Publics, 27-country global total.
Q407-415. Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch,
etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-country global total.
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
TRUSTED
NEUTRAL
DISTRUSTED
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
CONTENT CREATORS:FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED
22
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen,
how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Japan.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each
of the following authors or content creators? Informed Publics, in Japan.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch,
etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Japan.
15%
17%
19%
20%
24%
28%
31%
39%
41%
55%
Brands I don’t use
Elected officials
Celebrities
A well-known online personality
Employees of a company
A company CEO
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
NEUTRAL
DISTRUSTED
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN JAPAN
CONTENT CREATORS IN JAPAN:NO SOURCE ENJOYS HIGH TRUST
23
50%
43%
66%
52%
61%63%
57%
53%
47%
52% 53%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
10 YEARS OF TRUST IN BUSINESS IN JAPANInformed
Public
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 nine-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, in Japan.
TRUST IN BUSINESS IN JAPAN, 2005 - 2014
24
% Trust
Q11-14. [BUSINESS 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 nine-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, 27-country global total.
Informed
Public
2014 2015
TRUST IN BUSINESS, 2014 VS. 2015
TRUST IN BUSINESS:JAPAN FALLS BACK TO POST 3.11 LOWS
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
50%
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
56
51
59
53
6258 57
4549
4341
39
57
85 84 84
73
6664
60
53
4845
43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
25
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
FOUR KEY FACTORS AFFECT TRUST IN BUSINESS
26
50%
80%77%
72%
66% 67% 66%63% 64%
61% 61% 61%57%
53% 54%52%
78%75%
71%67% 67% 66%
63% 63%61% 60% 60%
57%54% 53%
51%
Informed
Public
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 nine-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, 27-country global total.
2014 2015
More Trust Less Trust
70% 74% 67%
*% of countries in which trust decreased
* * *
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE
27
50%
73% 74%71%
67%
60%64%
60%
54%
65%
52%
45% 46%42% 42%
33%
71% 70%67%
63%61% 61% 60%
58%54% 53%
49%47% 46%
43%
34%
Informed
Public
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 nine-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, in Japan.
2014 2015
More Trust Less Trust
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS IN JAPAN: AUTOMOTIVE LOSES ITS CROWN, TELECOMS DIVES
28
Q61A-64A, Q61D-63D, Q61C-65C. [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.”
(Top 4 Box, Trust) General Population, in Japan.
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 Population, in Japan.
FINANCIAL SERVICES
INDUSTRY
FOOD & BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
28%
39%
43%
52%
53%
Financial
advisory/Asset
management
Financial services
industry overall
Insurance
Credit
cards/payments
Banks
General
Population
38%
49%
49%
52%
54%
61%
Fast food
restaurants
Food and
beverage
manufacturers
Food and
beverage retailers
Agribusiness
Food industry
overall
Farming and
fishery
25%
40%
44%
45%
52%
56%
Nuclear
Pipelines
Energy industry overall
Oil
Natural gas
Cleantech (electric
vehicles, smart grid,
wind and solar power)
TRUST IN INDUSTRY SECTORS – JAPAN
DISPARITY OF TRUST WITHIN INDUSTRY SECTORS
29
TECHNOLOGY
INDUSTRY
HEALTHCARE
INDUSTRY
General
Population
10%
21%
27%
32%
56%
63%
Cybercurrency /
Bitcoin technology
Ecommerce
technology
Cloud computing
Cybersecurity
technology
Smart home
technologies
Technology
industry overall
TRUST IN INDUSTRY SECTORS – JAPAN
DISPARITY OF TRUST WITHIN INDUSTRY SECTORS
36%
43%
49%
51%
51%
57%
Consumer health
industry overall
Consumer health/
over-the-counter
companies
Government-run health
insurance
Biotech/life sciences
companies
Pharmaceutical/drug
companies
Hospitals, clinics and
other medical care
facilities
Q61E-65E, Q61F-65F. [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.” (Top 4
Box, Trust) General Population, in Japan.
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 Population, in Japan.
30
50%
Most Trusted
Informed
Public
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 nine-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, 27-country global total.
COUNTRY OF ORIGIN: JAPAN FAILS TO REGAIN TOP TIER STATUSTRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
76% 75% 75% 74%70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
31
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, in 27 countries except Japan.
-10
Informed
Public
-5
-16
-9-7
-12
-6-5
+ 10
-6
-10
-8
-15
-8-8
-5 -9
-6
2014 2015
HOW MUCH DO YOU TRUST GLOBAL COMPANIES HEADQUARTERED IN JAPAN
GLOBAL TRUST IN JAPANESE COMPANIES SLIPS
50%
96%
89%
95%
89% 88%90%
94%
84%
66%
84%
75%78%
80%
72%
68%65%
67%
73%
69%67%
73%
66%63%
60%
54%
41%
93% 93%90%
88%
84%
80%78% 77% 76% 75%
73% 72%70%
66% 66%63% 62% 61% 61% 61%
58% 58%55% 55%
45%
39%
32
-6
-5
-7
-12
-10
Informed
Public
-7
-6
JAPAN TRUST IN ITS OWN COMPANIES AND EU COMPANIES FALLSMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - JAPAN
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, in Japan
2014 2015
50%
80%
70%
61% 60% 60%57%
65%
47%
54%
40%
33%
25%23%
20%17%
9%
2%
70%
63%60%
57% 56% 55%53%
50%47%
34%31%
25%
18% 17%
11%8%
4%
33
50%
57%
68%
State-owned Big Business Family-owned
Informed
Public
GLOBAL JAPAN
36%
45%
23%
State-owned Big Business Family-owned
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business
to do what is right using a nine-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, in Japan and 27-country global total.
ENTERPRISE TYPE:BIG BUSINESS REMAINS KING IN JAPANTRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. JAPAN
34
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, 27-country global total.
70%68%
63%
54% 55%53%
46%
37%
70%67%
63%
56%53%
49%
43%
38%
Academic orIndustry Expert
CompanyTechnical Expert
A Person LikeYourself
NGORepresentative
Financial orIndustry Analyst
RegularEmployee
CEO GovernmentOfficial orRegulator
2014 2015
More Trust Less Trust
Informed
Public
LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEOCREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
35
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, Trust) Informed Publics, in Japan.
35%
29% 28%
21%
14%17%
12%15%
43%
34%31%
28%
22% 21% 21%19%
CompanyTechnical Expert
Academic orIndustry Expert
A PersonLike Yourself
CEO Financial orIndustry Analyst
RegularEmployee
NGORepresentative
GovernmentOfficial
or Regulator
2014 2015
More Trust Less Trust
Informed
Public
TRUST IN JAPAN’S LEADERS RECOVERS SLIGHTLYWELL OFF GLOBAL LEVELS CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN JAPAN
TRUST AND INNOVATION IN BUSINESS
37
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, 27-country global total.
51% Too Fast28% Too Slow
Informed
Public
19% Just Right
TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGINTHE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
38
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, in Japan.
36% Too Fast29% Too Slow
Informed
Public
29% Just Right
TRUST IN BUSINESS INNOVATION IN JAPAN:LESS POLARIZEDTHE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN JAPAN TODAY IS …
39
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today?
Informed Publics, 27-country global total.
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEYDRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
40
16%
20%
31%
39%
49%
59%
Make the World a Better Place
Personal Ambition
Improve People's Lives
Greed/Money
Business Growth Targets
Technology
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today?
Informed Publics, in Japan.
INNOVATION IN JAPAN SEEN AS LESS LINKED TO INDIVIDUALSDRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
41
46%
54% 54%
40%
53% 52%
24%
15% 16%20%
17%14%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public2014 TRUST BAROMETER:
51% say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
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, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of
the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government
regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATIONGOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
42
24% 25% 25% 26%29%
27%26%
19%23%
25%28%
17%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public2014 TRUST BAROMETER:
52% say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
BUSINESS INNOVATION: JAPAN OVERALL SATISFIED WITH REGULATION LEVELSGOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
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, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of
the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government
regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, in Japan.
43
49% 47%
32%
17%
69%
59%55%
32%
Electronic and Mobile
Payments
Electronic and
Personal Health
Trackers
Cloud Computing Genetically Modified
Foods
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? (Top 4 Box, Trust) Informed Publics, in Japan and 27-country global total.
-20 -12 -23 -15
Informed
Public
50%
JAPAN GLOBAL
TRUST IN INNOVATION:IN JAPAN GENERALLY LOWER THAN GLOBAL LEVELSTRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, JAPAN VS. GLOBAL
44
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TR
US
T I
N I
NS
TIT
UTIO
NS
(TR
US
T I
ND
EX
)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
Data from Table 574
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? Informed Publics, 27-country global total. Q11-14. Below is a list of institutions. For each
one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that
you do not trust them at all and nine means that you trust them a great deal. Informed Publics, 27-country global total.
UAE
IND
BRA
MAL
SING
MEXGLOBAL
US
ARG
ITA
S.KO
NETH
GER
JAP
FRACAN
AUS
SWE
IRE
TURPOL
S.AF
HK
SPAU.K.
Informed
Public
RUS
INDO
CHI
TRUST AND BUSINESS INNOVATION: HIGHER TRUSTCREATES THE OPPORTUNITY FOR FASTER INNOVATIONRELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE
TRUST IN RECENT BUSINESS DEVELOPMENTS
BUILDING TRUST
46
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
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
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
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 Public,
27-country global total.
16 KEY ATTRIBUTES TO BUILDING TRUST
47
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
Sta
ted
Im
po
rta
nce
Stated Performance
PURPOSE
OPERATIONS in 2008
Informed
Public
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
Public, 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 nine-
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 Public, 27-country global total.
ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUSTSTATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
48
5%
6%
5%
3%
5%
6%
6%
6%
10%
4%
6%
7%
7%
4%
5%
6%
14%
22%
22%
16%
22%
29%
30%
19%
42%
31%
40%
40%
41%
33%
43%
46%
Delivers Consistent Financial Returns To Investors
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired
Has Highly-Regarded And Widely Admired Top Leadership
Partners With NGOs, Government And Third Parties To Address Societal Issues
Creates Programs That Positively Impact The Local Community
Addresses Society's Needs In Its Everyday Business
Works To Protect And Improve The Environment
Is An Innovator Of New Products, Services Or Ideas
Offers High Quality Products Or Services
Places Customers Ahead Of Profits
Communicates Frequently And Honestly On The State Of Its Business
Listens To Customer Needs And Feedback
Treats Employees Well
Has Ethical Business Practices
Has Transparent And Open Business Practices
Takes Responsible Actions To Address An Issue Or A Crisis
OPERATIONS
PURPOSE
PRODUCTS
INTEGRITY
ENGAGEMENT
Gap
-40
-38
-29
-34
-33
-34
-27
-32
-13
-24
-23
-17
-13
-17
-16
-9
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. General Population, in Japan.
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". General Population, in Japan.
*Excludes don’t know responses
General
Population
LARGE GAP IN EXPECTATION VS. PERFORMANCENO IMPROVEMENT OVER 2014 – COMPANIES STILL HAVE WORK TO DO
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE
49
15%
27% 27%
17%
23%
39%
24% 24%
20%
29%
34%
21%23%
27%
24%
16%
21%
17%
24%
20%
17% 17%19% 20%
19%
OperationsPurposeProductsIntegrityEngagement
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or
hear about a company. For each topic, please select which person you trust MOST to provide you with credible and
honest information about a company. Informed Publics, in Japan.
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON
INFLUENCERS:MATCHING TO SUBJECT MATTER IMPORTANTMOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC IN JAPAN
50
53% 23% 9%
Fails to Contribute
to the Greater Good
Does Not Help Me and
My Family
Live a Fulfilling
Life/Lacks Economic
Growth
Does Not Help Me and
My Family
Live a Healthy Life
49% 46% 47%
Produces Economic
Growth
Helps Me and My
Family
Live a Fulfilling Life
Contributes
to the Greater Good
Reasons Trust in Business Has Increased
in JAPAN
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust)
Informed Publics, in Japan. Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the
past year? (Top 4 Box, Trust) Informed Publics, in Japan.
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Japan.
Reasons Trust in Business Has Decreased in
JAPAN
36% 41%
63%agree
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”
BUILDING AND DEFENDING TRUST
BUILDING TRUST IN INNOVATION
52
Informed
Public
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in Japan.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business
and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed
Publics, in Japan.
Make test results available publicly for review 68%
Run a clinical trial or beta test 63%
Partner with an academic institution 59%
Partner with government 43%
Partner with an NGO 35%
40% AGREE:
New developments are not tested
enough
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN JAPAN
TRUST IN INNOVATION
53
Informed
Public
Q371-376. 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. Informed Publics, Japan.
Q377-380. 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. Informed Publics, Japan.
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-45% 61%
Criticized them to a friend/colleague
Recommended them to a friend/colleague
-28% 22%
Paid more for products/services 41%
-8% 9%
Defended company
6%
I sold shares
I bought shares-8% 19%
BEHAVIOR BASED ON TRUST IN JAPAN
TRUST MATTERS
Shared negative opinions online
Shared Positive opinions online
54
BehaveSolve Engage
Business must make a commitment to
robust relationships, transparency and
consistency in reporting, active listening
to stakeholders’ concerns and a
willingness to modify products and
services is required.
Business must continue to apply its
unparalleled perspective and skill to the
world’s problems. Innovative product and
service solutions should be recognized by
stakeholders as more than profit-drivers.
Business must adopt a new framework
that invites partnership, encouraged
feedback and interaction and listens
openly. It must actively engage a broad
range of stakeholders to facilitate greater
understanding through stories that reach
and touch their audiences.
Business must explain the benefits of
innovations completely.
TOWARDS TRUSTED INNOVATIONA REQUIRED SET OF ACTIONS
55
On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks: REUTERS/Valentyn
Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines Flight MH370: REUTERS/Samsul
Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue: REUTERS/Jason Reed; Sony Pictures: AP
PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 36: Health Fitness Trackers: AP PHOTO/Richard Drew. On slide 45: Narendra Modi:
REUTERS/Lucas Jackson. On slide 51: laboratory testing: REUTERS/Tobias Schwarz.