barómetro sobre confianza de edelman 2016
TRANSCRIPT
Global Report
2016 Edelman Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
3
Trust in Retrospect
Rising Influence of NGOs
2001
Business Must Partner with Government to Regain Trust
2009
Fall of the Celebrity CEO
2002Earned Media More Credible Than Advertising
2003U.S. Companies in Europe Suffer Trust Discount
2004Trust Shifts from “Authorities” to Peers
2005“A Person Like Me” Emerges as Credible Spokesperson
2006Business More Trusted Than Government and Media
2007Young Influencers Have More Trust in Business
2008
Trust is Now an Essential Line of Business
2010Rise of Authority Figures
2011Fall of Government
2012Crisis of Leadership
2013Business to Lead the Debate for Change
2014Trust is Essential to Innovation
2015
Growing Inequality of Trust
2016
4
48
42
26
35
20
12
Trust MattersPercent who engage in each behavior based on trust
68
59
41
38
37
18
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General Population
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, questions asked of half the sample. 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. General Population, 28-country global total, question asked of half the sample.
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
1 State of Trust
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total.
6
51 48 45 41
55 5347 42
6357
51 48
67 6357
51
Trust RisingPercent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3Informed
Public
General Population
2015 2016
+4 +5 +2 +1
7
6064 65
6366
5053 54
5155
2012 2013 2014 2015 2016
4648
4548
51
3841
3942 43
2012 2013 2014 2015 2016
54
58 5856
62
4750 49 49
53
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and General Population, 25-country global total.
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
5351
56
46
49 4846
49
NGOs
Government
Media
Business
Post-Recession HighsInformed Public
GeneralPopulation
55 Global 60 Global82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia
84 UAE79 India78 Indonesia75 China65 Singapore64 Netherland
s
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
48 Italy48 S. Africa47 Hong Kong47 S. Korea46 U.K.45 Argentina45 Poland45 Russia45 Spain45 Sweden40 Turkey37 Ireland37 Japan
58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
59 Brazil59 Mexico56 Malaysia53 Canada52 Australia52 France52 U.S.50 Germany
Trust Index:Informed Public Drives ReboundAverage trust in institutions,Informed Public, 2015 vs. 2016
2015 2016
Informed Public trust up 5 points
Trusters from 22% in 2015 to 39% in 2016
Distrusters from 48% in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
8
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil58 Brazil
58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
Trust Index:General Population LagsAverage trust in institutions, Informed Public vs. General Population, 2016
Nearly 6 in 10 countries are
distrusters among the General Population
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
InformedPublic
GeneralPopulation
60 Global 50 Global
9
Trusters
Neutrals
Distrusters
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico
55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland
71 China65 UAE62 India62 Indonesia62 Singapore
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil
Trust Index:Mass Population Left BehindAverage trust in institutions, Informed Public vs. General Population vs. Mass Population
For the mass population,
17 of 28 countries are distrusters
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
GeneralPopulation
MassPopulation
50 Global 48 Global
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
InformedPublic
60 Global For the mass population, the
global index falls into distruster territory
10
Trusters
Neutrals
Distrusters
2 Trust Inequality
12
2012 2013 2014 2015 2016
53
58
56 56
60
44
4746 46
48
A Significant Divide
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed
Public
MassPopulation
12pt Gap
9pt Gap
in trust inequality--which jumps to a 5-point increase among the GDP5
3-point increase
13
Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population
An Accelerating Disparity
Source: 2016 Edelman Trust Barometer 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.“ (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Glo
bal 2
5
GD
P 5
Fran
ce
U.K
.
U.S
.
Spa
in
Mex
ico
Sin
gapo
re
S. K
orea
Mal
aysi
a
Indi
a
Chi
na
Bra
zil
Ger
man
y
Aus
tralia
Irela
nd
Rus
sia
Pol
and
Can
ada
Japa
n
Indo
nesi
a
Italy
Arg
entin
a
UA
E
Hon
g K
ong
Net
herla
nds
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sw
eden
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
14
A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs, 28-country global total.
Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016
CountryInformed
PublicMass
Population GapU.S. 64 45 19U.K. 57 40 17
France 55 39 16India 78 62 16
Australia 63 47 16Mexico 72 57 15
Italy 58 47 11China 82 71 11Brazil 58 48 10
Ireland 49 39 10Netherlands 62 52 10
Sweden 46 36 10S. Africa 54 44 10S. Korea 50 40 10
Singapore 72 62 10
15
50%
18 of 28 countries have a double-digit trust gap between high-income and low-income respondents
Trust Index:A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. 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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them
Glo
bal
GD
P 5
U.S
.
Fran
ce
Bra
zil
Indi
a
Net
herla
nds
Rus
sia
U.K
.
Italy
Sin
gapo
re
Japa
n
Hon
g K
ong
Turk
ey
Sw
eden
Spa
in
Pol
and
Col
ombi
a
Mex
ico
Irela
nd
Sou
th A
frica
UA
E
Arg
entin
a
Sou
th K
orea
Ger
man
y
Indo
nesi
a
Aus
tralia
Mal
aysi
a
Can
ada
Chi
na
6057
7164
78 78
68
49 52
6267
4945 46
50 53
40
7479
46
65 68
59
3844
80
5562
58
71
4642 40
35
5256
48
30 33
4550
32 31 3237
40
27
6269
36
5659
51
3037
73
4855 52
66
19192022262931
Low-income respondents
High-income respondents
16
50%
Glob
al
GDP
5
Japa
n
Fran
ce
Germ
any
U.K.
Aust
ralia
Italy
S. K
orea
Neth
erla
nds
Swed
en
Pola
nd
Hong
Kon
g
Cana
da
Russ
ia
U.S.
Sing
apor
e
Turk
ey
Irela
nd
S. A
frica
Spai
n
Mal
aysia
Mex
ico
Arge
ntin
a
Braz
il
Chin
a
UAE
Indo
nesia
Colo
mbi
a
Indi
a
55
46
19 2128
4841
45 4247
44
57
4650
46
63
52 49
58 55 5551
6962 64
73 7379 81
87
47
37
1520
2431 31 33 33 34 34 36 36 37
3945 46 47 49 49 49
5764 64 65
69 7074
81 83
In 19 of 28 countries, less than half of Mass Population think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed
PublicMassPopulation
17 10 12 13 10 21 10 13 18
3 Inversion of Influence
18
MassPopulation
The Inversion of Influence
Authority & Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total.
85% of population
48 Trust Index
15% of population
60 Trust IndexInformed
Public
19
Search
TV
Social
Newspapers
Magazines
Blogs
71
69
67
45
32
28
Influence of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample.
Percent who use each media source several times a week or more
2 of top 3 most-used sources of news and information are peer-
influenced media
General Population
Peers Recommend Companiesand Influence Purchasing
20
Actions taken in the last 12 months based on trust
recommended companies to a friend/colleague59%
Impact of conversations about brands with peers
make decisions/overcome concerns/warn me about risks75%
Source: 2015 Earned Brand Study of Global Consumers
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, question asked of half the sample.
Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns about my data being collected / my privacy being respected.’]
General Population
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, 27-country global total.
21
63 64
57
5048
41
50
39
33
6764 63
53 5249 48
44
35
Peers, Employees More Credible than LeadersPercent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical expert
Academic expert
A person like
yourself
Financial industry analyst
Employee CEO NGO representative
Board of Directors
Government official/regulator
CEO credibilityincreased the most
General Population
+6
4 An Opportunity for Business
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total.
23
A Position of StrengthPercent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
51 48 45 41
55 5347 42
6357
51 48
67 6357
51
NGOs Business Media Government
+4 +6 +6 +3
+4 +5 +2 +1
Informed Public
General Population
2015 2016Business closing NGO’s
long-held lead in trust
24
6357
51 48
67 6357
51
6369
62
47
51 48 45 41
55 53 4842
5561
56
41
NGOs Business Media Government
Business Most Trusted to Keep PacePercent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016
Informed Public
General Population
Trust2016
Trusted to keep pace
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust), Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
Business in the lead
Trust2015
25
50%
Source: 2016 Edelman Trust Barometer 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.“ (Top 4 Box, Trust) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Glob
al 2
7
GDP5
Mex
ico
Indo
nesia
Chin
a
Indi
a
UAE
Braz
il
S. A
frica
Sing
apor
e
Italy
Cana
da
Arge
ntin
a
Aust
ralia
U.S.
Spai
n
U.K.
Fran
ce
Swed
en
Irela
nd
Japa
n
Turk
ey
Germ
any
Hong
...
Pola
nd
Russ
ia
S. K
orea
Mal
aysia
Neth
erl..
.
48 47
6470
58
68 6559 56 57
48 5143 46
51
3644
30
46
3640
32
4238 36 37
30
60 5753 50
7671 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38
33
58 56
Global Increase in Business TrustPercent trust in business, 2015 vs. 2016
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
General Population
2015 2016
Industry 2012 2013 2014 2015 20165 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 840%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, 25-country global total. *From 2012-2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General Population
26
27
Higher trust in business in 21 countries
Glob
al
GDP
5
Mex
ico
Indo
nesia
Colo
mbi
a
Indi
a
Braz
il
S. A
frica
Mal
aysia Italy
Cana
da
Neth
erl..
.
Arge
ntin
a
Aust
ralia
U.S.
Spai
n
Swed
en U.K.
Fran
ce
Japa
n
Irela
nd
Germ
any
Pola
nd
Turk
ey
Chin
a
UAE
Sing
apor
e
Hong
...
Russ
ia
S. K
orea
53 50
7671 70 69
6460 58 57 56 56 53 52 51 48 46 46 46 43 43 42
3842
70 6760
39 3833
4246
32
58
32
65
2116
39
30
5349
26
4539
26
45
36
24
3932
39
19
42
79 8074
45
53
35
50%
Business vs. Government
Source: 2016 Edelman Trust Barometer 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.“ (Top 4 Box, Trust) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in business vs. government, 2016, ranked by trust in businessBusiness Government
General Population
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample..
80% agree
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
up from 74% in 2015
General Population
28
29
Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample.
Societal Expectations VaryMost important issue for business to address in each country
Canada
Brazil
Germany
FranceChina
U.S.
Poland
Argentina
Sweden
Mexico
U.K.Ireland
Netherlands
Turkey
Singapore
Hong Kong
MalaysiaColombia
Japan
Australia
Russia
S. KoreaItaly
Spain
Indonesia
UAE
S. Africa
India
General Population
R
I
IE
E
R
H
E
EE
EE
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
5 Leadership in aDivided World
31
Addressing Trust Inequality
Actions
ValuesEmployeeAdvocacy
EngagementTrust
ActionsLeadership in a Divided World:
33
CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total.
Percent who agree with each statement about CEOs
Focus on short-term financial results
Lobbying
Too Much
67%
57%
Positive long-term impact
Job creation
Not Enough
57%
49%
General Population
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample.
34
Purpose and Profits MatterPercent who agree that CEOs should be personally visible in discussing…
8 in10Societal Issues
‣ Income inequality‣ Public policy discussions‣ Personal views on
societal issues
7 in10Financial Results
General Population
35
Purpose Impacts TrustPercent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total.
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic growth
Contributes to the greater good
Allows me to be a productive member of society
Fails to contribute to the greater good
Lacks economic growth
No public services
59%
45%
40%
50%
39%
36%
General Population
ValuesLeadership in a Divided World:
Integrity 51 27 24Exhibits highly ethical behaviors 50 24 26
Takes responsible actions to address an issue or crisis 53 33 20
Behaves in a way that is transparent and open 50 24 26
Engagement 49 24 25Treats employees well 52 25 27
Listens to customer needs and feedback 50 25 25
Places customer ahead of profits 47 23 24
Communicates frequently and honestly on the state of their company 46 23 23
Products 45 33 12Places a premium on offering high-quality products or services 48 34 14
Is focused on driving innovation and introducing new products/services/ideas 42 32 10
Purpose 40 25 15Is dedicated to protecting and improving the environment 41 22 19
Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14
Ensures that the company addresses society's needs in its everyday business 43 26 17
Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9
Operations 37 28 9Attracts and retains a highly regarded and widely admired top leadership team 40 29 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4
Manages the company in a way that delivers consistent financial returns 41 29 12
Leaders Seen As UnderperformingImportance vs. performance of 16 trust-building leadership attributes
% Performance
% Importance Gap
General Population
37
Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs 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.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, 28-country global total.
Desired Leadership QualitiesCharacteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region
38
cannot name any CEOs*
60% of global respondents
North AmericaHonest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin AmericaEthical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
EuropeHonest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APACHonest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country global total.
62%65%70%79%
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample.
Percent who agree that each type of information is important in building trust in a CEO
both directly (86%) and via media (75%)
General Population
39
CEOs must engage
EmployeeAdvocacy
Leadership in a Divided World:
41
25 27
19
2528
33
27 2824
28
37
3132 30
48
24 25 2621 21 22 23
2016
19 1914
19 18 18
8 9 813
10 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total.
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings & operational performance
Business practices/crisis handling
Treatment of employees/customer
Partnerships/Programs to address societal issues
Views on industry issues
Employees Most Trusted
General Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
42
Glob
al
GDP
5
Japa
n
Russ
ia
Fran
ce
Swed
en
Aust
ralia
S. K
orea
Pola
nd U.K.
Italy
Hong
...
Irela
nd
Germ
any
Neth
erl..
.
Spai
n
Turk
ey
Cana
da U.S.
S. A
frica
Sing
apor
e
Mal
aysia
UAE
Indo
nesia
Braz
il
Arge
ntin
a
Chin
a
Indi
a
Colo
mbi
a
Mex
ico
6560
4048 48 50
54 55 56 57 58 59 60 62 62 63 64 64 6472 73 76 76 77 77 78 79 83 85 89
50%
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent who trust the company for which they work
TrustedNot Trusted
General Population
43
Employees of companies NOT engaged in societal issues
Employees of companies engaged in societal issues
Employee Advocacy Increases With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.
Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not
Recommend company as an employer
Stay working for the company
Confidence in the future of the company
Motivated to perform
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
57
61
60
62
68
66
78
Impact of Company
Engagement
12
21
19
22
24
22
25
90
87
87
84
84
83
82
General Population
Level of Employee Advocacy/Commitment
EngagementLeadership in a Divided World:
2012 2013 2014 2015 2016
58
53
44
63
46
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials even more trusting of digital media thangeneral population
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General Population
45
Millennials Gap
66 3
58 0
58 5
51 5
51 7
46
50%
My frie
nds a
nd fa
mily
An aca
demic
expe
rt
Compa
nies t
hat I
use
Emplo
yees
of a
compa
ny
A compa
ny C
EO
A jour
nalis
t
A well
-kno
wn onli
ne pe
rsona
lity
Electe
d officia
ls
Celebr
ities
Compa
nies I
don’t
use*
67 6153 46 39 46 40 34 30 26
7865 62 55 49 44 42 37 32 31
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015.
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11
General Population
+10
2015 2016
47
Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands with friends and other people like me
Source: 2015 Earned Brand Study of Global Consumers
purchase decisions at the moment of truth
75%
Build Inspiration %They give me a sense of community 16They get me 17
Push Consideration %They push me to try new things 25They suggest products/services 27They make me trust the brand more 29
Moment of Truth %They help me overcome concerns 37They help me make decisions 44They warn me about the risks 45
peersinfluence
48
Influence
The Inversion of Influence
Influence& Authority
Authority
Old Model
‣ Elites have access to more/better information
‣ Elites’ interests interconnected with those of mass
‣ Becoming an “elite” open to all
New Reality
‣ Peer-to-peer influence more powerful than top-down
‣ Increasing distrust among mass population
‣ Mass movements based on dissatisfaction and urgency
The Divide
‣ Democratization of information and more information
‣ High-profile revelations of greed and misbehavior
‣ Income inequality
49
Addressing Trust Inequality
TRUST
Influence
Authority
Actions
ValuesEmployeeAdvocacy
Engagement
Embracing the New Reality of Influence to Address Trust Inequality
‣ Create societal impact in addition to profits through purposeful action
‣ Express your values through honest, ethical engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them
Influence
TRUST
50
Leadership
TRUST
Thank You
Appendix 1:CEO Awareness
53
50%
Glob
al 2
8
GDP
5
Neth
erl..
.
U.K.
Aust
ralia
Arge
ntin
a
Italy
Swed
en
Cana
da
Fran
ce
Pola
nd
Germ
any
Japa
n
U.S.
Irela
nd
Russ
ia
Spai
n
Colo
mbi
a
Braz
il
Turk
ey
S. A
frica
Sing
apor
e
Mex
ico
Mal
aysia
Hong
...
Indo
nesia
Chin
a
UAE
Indi
a
S. K
orea
4752
71 68 64 63 59 58 58 58 57 57 56 54 52 48 48 46 46 4540 40 36 35 34 30
24 22 1812
Half Admit They Cannot Name a Single CEOPercent who say that they cannot name any CEOs:
Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and Informed Publics, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Lower Awareness Higher Awareness
Majority acknowledge inability to name a CEO
General Population
Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public.
54
2016 Trust Barometer CEO Supplement: How Many Can They Actually Name?
‣ 10,0000+ respondents total
‣ All fieldwork was conducted between 4th - 14th December, 2015
‣ 10 Markets:
Online Survey in 10 Countries
Informed Public
‣ 500 respondents in U.S. and China; 200 in all other countries
‣ Represents 19% of total population at a global level
Must meet 4 criteria:
‣ 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
General Online Population
‣ 1,000 respondents per country
‣ Ages 18+
‣ Germany‣ Australia‣ U.K.‣ Brazil‣ Japan
‣ France‣ U.S.‣ Mexico‣ China‣ India
55
50%
Global 10 Germany Australia U.K. Brazil Japan France U.S. Mexico China India
4857
6468
46
56 5854
36
2418
60
8074
68 65 64 63
53 50 4738
Percent who say they cannot name a CEO vs percent who cannot actually name a CEO
Less Than Half Can Actually Name a CEO
Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and Informed Public, 10-country total, and 2016 Edelman Trust Barometer CEO Supplementary Study Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country total.
General Population
Acknowledge inability to name a CEO
Cannot name a CEO
56
Global Top 10
Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and use their full names in the boxes below. General Population, [Open ended question, coded for industry sector] 10-country global total.
Percent who mention each CEO name, across all 10 markets
10% Mark Zuckerberg
8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim
3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2% Richard Branson
Only one CEO achieved double-digit recall
Appendix 2:2016 Trust Barometer Additional Data
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil47 Hong Kong
44 U.S.43 Argentina42 Australia42 Germany42 Italy42 S. Africa40 Russia39 U.K.38 France38 S. Korea37 Sweden36 Poland36 Spain35 Turkey34 Japan32 Ireland
46 Global 49 Global68 India68 UAE67 Indonesia63 China60 Singapore53 Malaysia52 Canada52 Netherlands51 Mexico50 Brazil
Trust Index:General Population Relatively Steady in Most CountriesAverage trust in institutions, General Population 2015 vs. 2016
2015 2016
Trusters from 19% in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
58
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
Distrusters from 63% in 2015 to 57% in 2016
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico
59
50%
Glob
al
Mex
ico
Chin
a
Arge
ntin
a
Braz
il
Sing
apor
e
Cana
da
Mal
aysia
Spai
n
Italy
Sout
h Af
rica
Sout
h Ko
rea
U.S.
Aust
ralia
Fran
ce
Turk
ey UK
Pola
nd
Irela
nd
Neth
erla
nds
Germ
any
Japa
n
Swed
en
Colo
mbi
a
Hong
Kon
g
Indi
a
UAE
Indo
nesia
Russ
ia
51
63
54
6257 58 57 59
52 53 54 52 52 5255
4946 47
37
46
40
31
25
57
6560
64
30
55.0740740740741
7471 70
62 62 61 61 60 58 58 58 57 57 56 5550 50 49 49
45
34
26
63
57
64
59 57
27
NGO Trust Increases
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total.
Percent trust in NGOs, General Population, 2015 vs. 2016
General Population
Increased or equal trust in business in 23 countries
+11 +17 +12
2015 2016
60
Glob
al
Mex
ico
Chin
a
Indi
a
Sing
apor
e
Arge
ntin
a
Fran
ce
S. K
orea
Aust
ralia
U.S.
Italy
Mal
aysia
S. A
frica
Spai
n
Hong
Kon
g
Neth
erla
nds
Germ
any
U.K.
Irela
nd
Pola
nd
Turk
ey
Swed
en
Japa
n
Colo
mbi
a
Cana
da UAE
Indo
nesia
Braz
il
Russ
ia
63
73 72 7471 71 71
68 66 65 6467
61 63 63 6259
5148
58 57
37
29
67
8177
70
38
67
8983
77 76 7572 72 72 72 72 71 70 68
64 6461 61 60 59 59
4440
68 6771
66 66
31
50%
NGO Trust Increases
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
Percent trust in NGOS, Informed Public, 2015 vs. 2016
+16
Increased or equal trust in 22 countries
+11 +10 +12 +11 -10 -11
InformedPublic
2015 2016
61
50%
Source: 2016 Edelman Trust Barometer 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 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) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Glob
al 2
7
GDP5
Mex
ico
Indo
nesia
Chin
a
Indi
a
UAE
Braz
il
S. A
frica
Sing
apor
e
Italy
Cana
da
Arge
ntin
a
Aust
ralia
U.S.
Spai
n UK
Fran
ce
Swed
en
Irela
nd
Japa
n
Turk
ey
Germ
any
Hong
...
Pola
nd
Russ
ia
S. K
orea
Mal
aysia
Neth
erl..
.
48 47
6470
58
68 6559 56 57
48 5143 46
51
3644
30
46
3640
32
4238 36 37
30
60 5753 50
7671 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38
33
58 56
Global Increase in Business TrustPercent trust in business, General Population, 2015 vs. 2016
Increased or equal trust in business in 26 countries
+12 +12 +10 +12 +16 +10
General Population
2015 2016
62
50%
Global Increase in Business Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
Percent trust in business, Informed Public, 2015 vs. 2016
+12 +10 +11 +10 +15 +17 +13 +14 +16 +10 +13 -12
Increased or equal trust in 22 Countries
InformedPublic
Glob
al
Indi
a
Mex
ico
Chin
a
Braz
il
S. A
frica
U.S.
Sing
apor
e
Italy
Aust
ralia
U.K.
Cana
da
Fran
ce
Spai
n
Arge
ntin
a
Pola
nd
Turk
ey
Irela
nd
Germ
any
Russ
ia
Hong
Kon
g
S. K
orea
Colo
mbi
a
Indo
nesia UA
E
Mal
aysia
Neth
erla
nds
Swed
en
57
84
72 7073
6460 61
5348
5247 45 43
46 4841
3845 45
4236
84 85
67 66
49
63
8784
8075 75
70 68 6865
60 60 59 5955
52 51 5147 46
4337
81 8073
6762
46
2015 2016
+12 +10 +11 +10 +15 +17 +13 +19 +16 +10 +13
63
50%
Glob
al
Chin
a
Sing
apor
e
Mex
ico
Cana
da
Neth
erla
nds
Braz
il
Arge
ntin
a
Italy
Spai
n
US
Sout
h Af
rica
Sout
h Ko
rea
Aust
ralia
Irela
nd
Japa
n UK
Swed
en
Turk
ey
Colo
mbi
a
Indi
a
Indo
nesia UA
E
Hong
Kon
g
Mal
aysia
Germ
any
Fran
ce
Russ
ia
Pola
nd
44.7037037037037
64
55
4852 54
51
4541 42
39 41 41
3431 30
3328
18
70 68
62
5046 45
3942
38
47.4814814814799
73
60 5855 55 54 53
50 49 47 45 43 4239 38 36
31
23
55
63 6359
47 45 44
38 3834
Media Increases
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total.
Percent trust in media, General Population, 2015 vs. 2016
General Population
+10
Increased trust in 18 countries
2015 2016
64
50%
Glob
al
Chin
a
Mex
ico
Braz
il
Sing
apor
e
Cana
da
Mal
aysia
U.S.
S. A
frica
Arge
ntin
a
Italy
Aust
ralia
Spai
n
Hong
Kon
g
S. K
orea
U.K.
Germ
any
Irela
nd
Japa
n
Swed
en
Turk
ey
Colo
mbi
a
Indi
a
Indo
nesia UA
E
Neth
erla
nds
Fran
ce
Russ
ia
Pola
nd
51
77
57 5659
47 4643
52
40
4843
4741
50
38
45
3431
34
20
7680 79
62
51
44 42
57
81
72
6469
61 59 59 57 56 55 54 53 53 52 5249 47
3936
31
62
7370 68
59
49
3834
Global Increase in Media Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
Percent trust in media, Informed Public, 2015 vs. 2016
Increased trust in 20 Countries
+15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10
InformedPublic
2015 2016
65
50%
Glob
al 2
7
Chin
a
Sing
apor
e
Cana
da
Russ
ia
Aust
ralia
Hong
Kon
g
Turk
ey US
Japa
n UK
Sout
h Ko
rea
Mex
ico
Irela
nd Italy
Arge
ntin
a
Spai
n
Sout
h Af
rica
Colo
mbi
a
UAE
Indi
a
Indo
nesia
Neth
erla
nds
Swed
en
Germ
any
Mal
aysia
Fran
ce
Braz
il
Pola
nd
41.1851851851852
75
68
4751
37
4441
35 36 3430 28
2227
23
15 16
83
6865
5148
4046
2732
23
42.2592592592593
7974
53 53
45 4542
39 3936 35
32 32 3026 26
16
32
80
65
58
4945
39 39
2421 19
Government Increases Slightly
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total.
Percent trust in government, General Population, 2015 vs. 2016
General Population
Increased/equal trust in 17 countries
+10 +11 -11
2015 2016
66
50%
Government Trust Increases in Some Countries
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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.
Percent trust in government, Informed Public, 2015 vs. 2016
Increased trust in 15 Countries
+16 +11 +12 +14 +10 +15 -11
InformedPublic
Glob
al
Chin
a
Sing
apor
e
Cana
da
Aust
ralia
U.K.
U.S.
Hong
Kon
g
Turk
ey
Mex
ico
Irela
nd
Japa
n
S. K
orea
Italy
Spai
n
Arge
ntin
a
Colo
mbi
a
UAE
Indi
a
Indo
nesia
Neth
erla
nds
Swed
en
Russ
ia
Germ
any
Fran
ce
Mal
aysia
Braz
il
Pola
nd
S. A
frica
48
82
70
49 4943 41 42 41
3326
4033
28 2621
90
82
7265
5954
50
4245
3730
16
51
86
76
6560
55 55
47 4643 41 41
3835
3227
35
8277
6663
5853
4540
3430
2215
2015 2016
+16 +11 +12 +14 +10 +10 +11
67
Family Business Most Trusted
Source: 2016 Edelman Trust Barometer 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) General Population, 28-country global total.
Trust in different types of business
Global
52%
66%
46%
Asia Pacific
59%54%52%
Europe
41%
72%
41%
North America
52%
80%
47%
Latin America
57%
76%
40%
Public Companies
Family-owned
State-owned
General Population
68
Cana
da
Swed
en
Switz
erla
nd
Germ
any
Aust
ralia
U.K.
Japa
n
Neth
erl..
.
U.S.
Fran
ce
Italy
Spai
n
Sout
h K.
..
Chin
a
Braz
il
Indi
a
Mex
ico
66 66 66 64 62 62 60 59 56 5447 45
42
33 31 30 29
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total.
Trust in companies headquartered in each country, and percentagepoint change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +34 Year Trend
General Population
Integrity 54 31 23Has Ethical Business Practices 51 31 24
Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23
Has Transparent And Open Business Practices 55 31 24
Engagement 55 32 23Treats Employees Well 58 33 25
Listens To Customer Needs And Feedback 58 33 25
Places Customers Ahead Of Profits 55 31 24
Communicates Frequently And Honestly On The State Of Its Business 48 29 19
Products 49 34 15Offers High Quality Products Or Services 58 35 23
Is An Innovator Of New Products, Services Or Ideas 41 32 9
Purpose 43 28 15Works To Protect And Improve The Environment 50 30 20
Creates Programs That Positively Impact The Local Community 44 29 15
Addresses Society's Needs In Its Everyday Business 45 29 16
Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10
Operations 37 28 9Has Highly-Regarded And Widely Admired Top Leadership 39 27 12
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9
Delivers Consistent Financial Returns To Investors 36 28 8
Trust-Building AttributesCompany Importance vs. Performance
%Performance
%Importance Gap
General Population
69
Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute 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, Importance) 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, Performance) General Population, 28-country global total.
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample.
70
Societal Expectations VaryPercent who agree that each is an important issue for business to address
U.S.
Canada
Mexico
Brazil
Argentina
U.K.
Germany
France
Italy
Spain
Ireland
Netherlands
Poland
Sweden
Russia UAE
South Africa
Turkey
India
China
Japan
S. Korea
Indonesia
Australia
Singapore
Hong Kong
Malaysia
Columbia
Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89Improving access to food, potable water and housing
79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89
Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88Creating and maintaining a modern infrastructure 80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88
Supporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86
Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85
Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84
Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84Developing better solutions for immigrants, refugees and migrant workers
67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81
Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79