Professional Documents
Culture Documents
Findings
Edelman Trust Barometer at a glance
Ages 25 to 64
College-educated
2
The Edelman Trust Barometer in retrospect
3
1. State of Trust
Shifting center of gravity
Globally, trust increases in all institutions
2010 2011
100%
90%
+4 +2
80%
+5 +4
70%
61%
60% 57% 56%
54%
52%
49%
50% 47%
45%
40%
30%
20%
10%
0%
NGOs Business Government Media
5
Emerging markets dominate as “business trusters”
U.S. drops to within 5 points of Russia
How much do you trust business to do what is right?
2010 2011
90% +19
81%
80%
70%
-8
70% 67%
64%
+12
62%
59%
62% 61% +12
60% 57%
53% 54%
52%
48% 49% 44%
50% 46%
40% 42% 41%
40% 36%
30%
20%
10%
0%
Brazil India Italy China Japan Germany France US UK Russia
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries
6
China and Brazil drive rise in trust in government; U.S. now on par with Russia
2010 2011
80% 74%
70% -6
60%
-10
51%
49%
50% 43% 45% 46%
42% 43% 44% 43% 43%
39% 40%
36% 38% 38% 39%
40%
33%
30%
20%
10%
0%
China Brazil Japan France Italy India UK US Russia Germany
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries
7
Developed markets more distrustful of media
How much do you trust media to do what is right?
2010 2011
10%
0%
China Brazil India Japan France Italy Germany Russia US UK
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64; Top 10 GDP countries
8
Trust in NGOs now on par with business in emerging markets
More trusted than business in developed markets
How much do you trust NGOs to do what is right?
How much do you trust business to do what is right?
Business NGOs
90%
81% 80%
80%
70% 63%
59% 61% 63% 59%
60% 56% 58% 55% 56% 55%
48% 46% 48%
50%
40%
40%
30%
20%
10%
0%
2008 2011 2008 2011 2008 2011 2008 2011
9
Trust Barometer Index:
U.S. drops while BRICs hold in composite scoring
2008 2011
Global ― Global 55
Mexico 69 Brazil 80
China 62 China 73
India 60 Mexico 69
US 53 India 56
Japan 50 Canada 55
S. Korea 50 S. Korea 53
Canada 48 Japan 51
Brazil 48 France 50
France 44 Germany 44
UK 43 US 42
Germany 36 UK 40
Russia 36 Russia 40
Composite score is an average of a countries trust in business, government, NGOs, and media
Responses 6-9 on 1-9 scale; 9=highest; Informed publics ages 25 to 64
10
In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
70%
63%
63%
60% 59%
Worldwide 54%
Financial Crisis 55%
50%
45% 46%
46% 46%
43%
40% 36% 40%
38%
31%
30%
30% 27%
20%
2008 2009 2010 2011
11
Trust in BRIC-based companies rises
How much do you trust global companies headquartered in the following countries to do what is right?
+15
Brazil HQs Russia HQs India HQs China HQs
100% 100% +32 100% 100% + 21
+ 32
90% 86% 90% +12 90% +13
+15 90%
80% +17
80% 80% 80% + 15 74%
+17 +16 70%
70% 65% 70% 70% 65% 70% +33
62% 60% +20
60% 60% 60% 56% -6
60%
53%
+14 +15
50% 44% 50%
43%
50% 50% 45%
40% -6
40% 37%
40%
33% 40% -7 40%
30%
28% 27% 30%
30% 30% 30%
20% 20%
13%
20% 20% 15%
0% 0% 0% 0%
12
Technology firmly on top; automotive rallies. Finance sector at bottom
How much do you trust the following industries to do what is right?
Automotive 69%
Telecommunications 68%
Biotech 65%
Retail 65%
Entertainment 63%
Pharmaceuticals 63%
Energy 62%
Media 54%
Insurance 52%
Banks 51%
13
Since financial crisis, banks cannot recoup trust in U.S., while tech stays high
worldwide; in two years, auto climbs in the U.S. and China
How much do you trust the following industries to do what is right?
- 30 +17
60%
53%
49% 48%
50% 46%
40%
32%
30%
25%
20% 16%
10%
0%
China India U.S. U.K. China India U.S. U.K. China India U.S. U.K.
14
Business and Society
Toward shared value
What matters for corporate reputation:
Quality, transparency, trust, employee welfare most important
How important are these factors to corporate reputation?
Innovator 46%
16
Expectations high for business to invest in society
Corporations should create shareholder value in a way that aligns with society’s interests,
even if that means sacrificing shareholder value
100%
91% 89% 89% 89%
90% 85% 85% 85%
82% 82% 82% 81% 81% 80%
79% 78% 78%
80% 74% 74% 73% 72%
73% 71% 71%
70% 69%
70% 66% 67% 67%
62% 61% 63% 61% 63% 63% 62%
56% 57% 58%
60%
53% 53%
49% 50% 48%
50% 55%
44% 42%
40%
30%
20%
10%
0%
17
Roadmap to Trust
A new way forward
CEOs lead rise in trust in authority, but “person like me” drops amid flight to
credentialed spokespeople
If you heard information about a company from one of these people, how credible would that information be?
2009 2011
An academic or expert 70%
Academic/expert 62%
19
Search engines “go-to” source; online news second
Where do you generally go first for news about a company? Then where do you go?
Print
Online news sources 19% (newspapers/magazines)
17%
Print
(newspapers/magazines)
15% Online search engine 16%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
20
Repetition enhances believability
How many times in general do you need to hear something about a specific company to believe
that information is likely to be true?
Don’t
Ten or more
know, 2% Once (1), 4%
times (10+), 6%
Six to Nine
times (6-9), 8%
Twice (2), 22%
Four or Five
times (4 - 5), 26%
3-5 times
59%
21
Trust protects reputation
22
Conclusions
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The Transformation of Trust
Stand Alone
WHAT
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global or a country-specific presentation,
please contact
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