2011 trust barometer india_deck - edelman india

2011 Edelman Trust BarometerFebruary 3, 2011

India findings

Edelman Trust Barometer at a glance

2

Eleventh annual study, 5th annual study in India since 2007

5,075 people in 23 countries of which 200 in India

Ages 25 to 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

APAC Select Countries: India, China, Japan, South Korea, Indonesia,

Singapore, Australia (China N=375 aged 25-64; All others N=200 aged 25-64)

The Edelman Trust Barometer in retrospect

Rising Influence of NGOs2001

Fall of the celebrity CEO2002

Earned media more credible than advertising2003

U.S. companies in Europe suffer trust discount2004

Trust shifts from “authorities” to peers2005

“A person like me” emerges as credible spokesperson2006

Business more trusted than government and media2007

Young influencers have more trust in business2008

Business must partner with government to regain trust2009

Trust is now an essential line of business2010

3

2010 Year in review

State of Trust

Shifting center of gravity

7

57%54%

47%45%

61%

56%52%

49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NGOs Business Government Media

2010 2011

Trust in Institutions – Global

Globally, trust increases in all institutions

A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is

right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how

much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

+4

+5 +4

+2

62%58%

54%51%

62% 61%64%

61%61%

70%

44%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NGOs Business Government Media

Global Asia Pacific India

Trust in Institutions

A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale

where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to

do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, Asia Pacific and India

8

Informed publics in India have most trust in business and least trust in

government

54%58%

54%

64%67%

63% 62%

47%

57%

45%

56%

61%

46%

80%

70%67%

61%

54%53%

46%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global APAC US Indonesia India Singapore China Australia Japan South Korea

9

Trust in business stable in India

Trust in Business (2010 – 2011)

A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is

right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do

you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

Trusters Distrusters

2010 2011

+16

- 8

Neutral

+2

47%

59%

46%

74%

84%

62%

41% 42%

50%

43%

52%

64%

40%

88%

77%

62%

52% 51% 50%

44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global APAC US China Singapore Indonesia Australia Japan South Korea

India

10

Of all APAC countries, India least trusting of government

Trust in Government (2010 – 2011)

A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution

to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT

DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

Trusters Distrusters

2010 2011

+5

Neutral

+5

+14

+11- 6

45%

54%

38%

75%

63% 63%

49%

58%

36%

30%

49%

61%

27%

86%

80%

59%

53%50%

48%

32%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global APAC US Indonesia China Singapore South Korea

India Japan Australia

11

Half in India trust media

Trust in Media (2010 – 2011)

A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution

to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT

DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

Trusters

Distrusters

2010 2011

+7

+11

- 11

+17

+12

Neutral

+4

58%61%

46%

80%

70%67%

61%

54% 53%

46%

62% 62%

55%

66%

61%64% 63%

65%

51%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global APAC US Indonesia India Singapore China Australia Japan South Korea

Business NGOs

Trust in Business and NGOs

12

A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On

a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do

you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries

India more trusting of business than NGOs, in contrast to most other APAC

countries where trust is equal or NGOs are more trusted

13

Trust in NGOsInformed Publics ages 35-64

36%

53%

48%

55%

52%

59%

31%

53%

30%

35%

40%

45%

50%

55%

60%

65%

70%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

US UK/FR/GER India China

A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that

institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM

A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China

Trust in NGOs has risen over time

14

2009 2011

Composite score is an average of a country’s trust in all four institutions

Ages 25-64 (Global excludes Singapore, UAE and Argentina)

China 61

Brazil 58

India 58

Indonesia 58

Global 49

Japan 49

Australia 47

S. Korea 45

UK 42

Germany 42

France 41

US 36

Singapore N/A

Brazil 80

Indonesia 74

China 73

Singapore 67

India 56

Global 55

S. Korea 53

Australia 51

Japan 51

France 50

Germany 44

US 42

UK 40

Trust Index 2009 – 2011: Despite relatively stable trust composite score,

other APAC countries move ahead of India in Trust Index ranking

15

Trust in Institutions – U.S.Informed Publics ages 25-64

59%

36%

54%

46%

43%

30%

46%

40%

46%

31%38%

27%

63%

45%

63%

55%

20%

30%

40%

50%

60%

70%

80%

2008 2009 2010 2011

Business Government Media NGOs

Worldwide

Financial Crisis

In U.S., 2011 decline mirrors 2008-2009 drop

Only country to see across-the-board fall

A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.

On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much

do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.

75% 76% 76%71%

69% 69%

61%65%

50%

39%36% 34%

30%

76% 75%73% 73%

69% 69% 68%64%

63%

50%

44%42% 40% 39%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16

A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

Most Trusted National Identity for Companies – Global

Companies headquartered in India, South Korea, and China among least

trusted, despite rise in trust

N/A N/A

+ 4+ 5+ 5

+ 3

+ 3

Distrusted HQ CountriesTrusted HQ Countries2010 2011

42%

86%

71%

65%

60%56%

47% 46% 45% 44% 44% 43%39% 38% 38% 38% 37%

34%31% 30% 29%

27%25% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17

A13-29. [India TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64 in 20 countries (excludes

Singapore, UAE and Argentina)

Five of the seven emerging markets trust companies headquartered in India;

no developed markets have majority trust in companies in India

Trust in Companies Headquartered in India

- 10 + 12

+17

+17

+13+13

+13

+15

+8

+3

- 6

18

BRIC strategy to target emerging economies producing results

Slight image improvement in West

Trust in Companies Headquartered in BRIC

A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64

86%

44%

65%

28%33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brazil HQs

+ 32

+17

+15

43%

62%

70%

27%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Russia HQs

+16

+32

+12

- 7

56%60%

65%

30%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

India HQs

+17

+13+15

- 653%

40%

74%

45%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China HQs

+ 15

+20

+ 21

- 6

+14 +15

+33

19

88%

82%79%

75%

68% 70%

62% 63%66%

59%63%

58%

93%

87% 86% 85% 83% 82%78% 77%

74% 74%71% 71% 70%

62% 62%56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011

N/AN/A N/A N/A

Trust in Industries – India

A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the

following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in India.

*Note Wording Changes from 2010:

- Media asked as Media Companies

- Consumer Packaged Goods asked as

Consumer Packaged Goods Manufacturers

- Food and Beverage asked as Food

Trust in pharmaceuticals, energy and biotech increased over the past year;

All industries trusted by a majority of Indian informed publics

+ 9

+ 8

+14

50%

51%

52%

54%

57%

57%

59%

62%

63%

63%

65%

65%

66%

68%

69%

81%

Financial services

Banks

Insurance

Media

Brewing and spirits

OTC personal health care products

Consumer packaged goods

Energy

Pharmaceuticals

Entertainment

Retail

Biotech

Food and beverage

Telecommunications

Automotive

Technology

20

Banks are second most trusted industry in India…

and second to last trusted globally

Trust in Industries

A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the

following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in 23 countries, APAC and India

87%

77%

78%

66%

67%

71%

67%

72%

68%

59%

61%

54%

64%

65%

75%

66%

93%

85%

86%

77%

74%

74%

78%

83%

82%

71%

62%

56%

62%

70%

87%

71%

Significant at 95%

confidence level

compared to global

Asia

Pacific

#1

#2

#3

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

78%

83%

61%

48%

40%

54%

71%

44%46%

26%

90%87%

71%69%

52%

44%

25% 23%

16%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China India Japan Brazil France Russia US Germany UK Ireland*

2008 2011

21

Since financial crisis, trust in banks takes big hit in the West

Reverse is true in India, China, Japan

Trust in Banks

*Note: Data for 2009/ 2011 displayed

A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each

of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64

+12

- 46

- 30

- 20

+21+10

- 10

+12 - 21

2010-2011 Drops: -8 -9 -22

84% 83% 82%

53%

69%

75%

37%

92% 90%87%

71% 71%

64%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Indonesia China India Japan Singapore South Korea Australia

2010 2011

22

Trust in Banks

A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each

of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64

As in Indonesia and China, banks strongly trusted in India

+7

+18

- 11

Business and Society

Toward shared value

24

B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one

means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important

is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/

Extremely Important) Informed Publics ages 25-64 in 23 countries, APAC and India

39%

39%

46%

51%

55%

55%

63%

65%

65%

69%

Delivers consistent financial returns to investors

Has highly-regarded and widely admired top leadership

Is an innovator of new products, services or ideas

Is a good corporate citizen

Communicates frequently and honestly on the state of its business

Prices its brands fairly and competitively

Treats employees well

Is a company I can trust

Has transparent and honest business practices

Offers high quality products or services

Quality, transparency, employee treatment, honest communication and trust most

important reputation factors in India

Reputation Factors

Significant at 95%

confidence level

compared to global

Asia

Pacific

#1

#2

#3

#3

72% 82%

62% 76%

58% 72%

62% 73%

63% 57%

54% 73%

53% 69%

50% 65%

38% 68%

45% 67%

#4


84%

72%70% 70%

64%60%

57% 57% 56% 55%52%

50% 49% 48%44% 44% 43% 43%

39%37% 35%

33%30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

25

G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote

from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64

in 23 countries

% who agree

Majority in India agree with Milton Friedman’s assertion that ―the social

responsibility of business is to increase its profits‖

Milton Friedman: “The social responsibility of business is to increase its profits”

91% 89% 89% 89%85% 85% 85%

82% 81% 81% 80% 79% 78% 78%74% 73% 72% 71% 71%

67%63% 62%

55%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value

26

G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in

which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s

interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries

Yet, seven in ten agree that business must align with society’s interests in

creating shareholder value

82% 82%

74% 73%70% 69%

67% 66%63% 63% 62% 61% 61%

58% 57% 56%53% 53%

50% 49% 48%44%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner

27

G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner

OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics

ages 25-64 in 23 countries

And six out of ten believe government needs to step in to ensure business

behaves responsibly

Roadmap to Trust

A new way forward

29

58%62%

58%

50%46%

38%

31%

78%74%

62% 61%

47%45%

43%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CEO Technical expert within the company

An academic or expert

A financial or industry analyst

Person like yourself

Regular employee

Government official

NGO representative

2010 2011

Credible Spokespeople – India

N/A

D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about

a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in India.

+20

Credibility of CEO as a source of information about a company rises in India

40%

51%

31%

58%

53%50%

66%

45%

53%

38%

50%

58%

34%

78%

67%63%

58%

50% 50% 49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global APAC US India Japan South Korea

Singapore China Indonesia Australia

2010 2011

30

CEO credibility higher in India than in other APAC countries



(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

Credible Spokespeople – CEO

APAC

+7

+10

+14

+11

+20

+13

31

31%

38%

46%

50%

58%

58%

62%

NGO representative

Government official

Regular employee


CEO



2010

Credible Spokespeople – India

33%

43%

45%

47%

61%

62%

74%

78%

NGO representative

Government official

Regular employee




Technical expert within the company

CEO

2011



(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in India.

CEO takes top spot as most credible source of information about a company

31%

11%

15%

19%

10%

14%

0%

10%

20%

30%

40%

50%

32

32%

5%

44%

10%

6%4%

0%

10%

20%

30%

40%

50%

40%

12%

20%

11%

15%

3%

0%

10%

20%

30%

40%

50%

In crisis situations, people want to hear from multiple voices but the

company must lead the charge

D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about

that crisis. Informed Publics ages 25-64 in India.

D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64

in India.

D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about

that damage? Informed Publics ages 25-64 in India.

Trusted spokesperson

during a company crisis

Preferred spokesperson

during a product recall

Preferred spokesperson when the

local community has been damaged

India

33

42%

13%

26%

10%

6%3%

0%

10%

20%

30%

40%

50%

60%

APAC

33%

5%

35%

18%

7%

2%

0%

10%

20%

30%

40%

50%

60%

US

Who Informed Publics Want to Hear from During a Product Recall

D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about

that recall? Informed Publics ages 25-64 in U.S., APAC and India

32%

10%

44%

5% 4%6%

0%

10%

20%

30%

40%

50%

60%

India

During a product recall, informed publics want to hear from a company’s

technical expert followed by the CEO

34

34%

13%

10%

22%

15%

6%

0%

10%

20%

30%

40%

50%

APAC

47%

7%

10%

24%

10%

2%

0%

10%

20%

30%

40%

50%

US

Who Informed Publics Want to Hear from When the Local Community Has Been Damaged

D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do

you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., APAC and India

31%

19%

15%

11%

14%

10%

0%

10%

20%

30%

40%

50%

India

When a company damages the local community, people want to hear from

various voices inside and outside the company

11%

24%

7%

8%

10%

10%

18%

25%

23%

28%

40%

41%

Corporate/product advertising

Corporate communications such as press releases

Microblogging sites, such as Twitter

Blogs

Social networking sites

Content-sharing sites, such as YouTube

News/RSS feeds

Online search engines

Magazines or business magazines

Radio or radio news

Newspapers

Television or television news

35

H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,

somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and India.

Tra

ditio

nal

So

cia

l Me

dia

Co

rpo

rate

Trusted Information Sources – Trust a Great Deal

APAC

On

line

Mu

ltiple

so

urc

es

Significant at 95%

confidence level

Search engines, newspapers, corporate communications and magazines the

most trusted sources for company information

#1

#2

#3

40%

54%

27%

49%

58%

28%

21%

23%

16%

16%

51%

23%

#4

36

7%

10%

11%

14%

16%

17%

23%

0% 10% 20% 30% 40% 50%

Social media

Friends and family

Company website

Broadcast (radio/TV)

Online search engine

Print (newspapers/magazines)

Online news sources

5%

7%

11%

12%

15%

19%

29%

0% 10% 20% 30% 40% 50%

Social media

Friends and family

Company website



Online news sources


Where Informed Publics go for company news and information

(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type

of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for

general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information

about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC

First Source Second Source

Are these the same types of sources

you consult first for information

about a business crisis?

Search engines first source people go for news about a company

Online news, including traditional outlets, second stop

No, 12%

Yes, 88%

30%

23%

12%

16%

11%

4%

5%

APAC APAC

27%

16%

17%

15%

10%

7%

8%APAC

Yes: 89%

No: 10%

Global



37

5%

6%

10%

17%

18%

21%

23%

0% 10% 20% 30% 40% 50%

Friends and family

Social media


Company website

Online news sources



2%

5%

8%

13%

16%

27%

28%

0% 10% 20% 30% 40% 50%

Friends and family

Social media


Online news sources


Company website


Where Informed Publics go for company news and information – India

(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type

of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for

general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information

about a business crisis? Informed Publics ages 25-64 in India.

First Source Second Source Are these the same types of sources

you consult first for information

about a business crisis?

No, 10%

Yes, 90%

Informed publics in India go to trusted sources first for news and information

about companies

38

Strong media brands rise to the top

I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64

in the U.S., the U.K., China and India

India

Information Sources

1. Google 37%

2. Economic Times 20%

3. Times of India 18%

4. NDTV 18%

5. The Hindu 12%

6. CNN 12%

7. CNBC 11%

8. Business Today 10%

9. BBC 7%

10. India Today 4%

U.S.

Information Sources

1. Google 31%

2. The Wall Street Journal 24%

3. The New York Times 16%

4. CNN 16%

5. FOX News 14%

6. Yahoo! 10%

7. National Public Radio 7%

8. The Economist 7%

9. Bloomberg 7%

10. MSNBC 6%

U.K.

Information Sources

1. Google 47%

2. BBC 46%

3. The Financial Times 16%

4. The Times 13%

5. The Guardian 11%

6. The Economist 7%

7. The Telegraph 7%

8. Sky News 6%

9. Yahoo! 5%

10. The Independent 4%

China

Information Sources

1. CCTV 30%

2. Baidu 18%

3. Sina 11%

4. Sohu 10%

5. `163.COM 8%

6. Google 7%

7. Phoenix Television 5%

8. Xinhua 4%

9. The Wall Street Journal 1%

10. China Securities Journal 1%

Most relied on source for company information (unaided)

Informed publics need information from multiple sources, multiple voices

39

H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be

exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.

Informed publics ages 25-64 in India.

Once (1), 4%

Twice (2), 14%

Three times (3), 15%

Four or Five times (4 -5), 33%

Six to Nine times (6-9), 29%

Ten or more times (10+), 5%

3-5 times

49%

And need to hear it 3-5 times to believe it

India

India the only country in APAC to become more skeptical of information they

hear about companies

40

H137. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general

do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.

Informed publics ages 25-64 in India

India - 2009

9% 17% 29% 24% 9% 6% 6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2009

Once Twice 3 times 4-5 times 6-9 10+ Don’t know

Need to hear something 3+ times to believe it: 68%

India - 2011

4% 14% 15% 33% 29% 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2011

Once Twice 3 times 4-5 times 6-9 10+ Don’t know

Need to hear something 3+ times to believe it: 82%

The Benefits of Trust

24%

29%

52%

68%

50%

61%

63%

81%

90%

Bought shares

Paid more for products/services

Chose to buy products/servicesRefused to buy products/services

Recommended them to a friend/colleagueCriticized them to a friend/colleague

Shared negative opinions online

Sold shares

Shared positive opinions online

+_Distrusted Companies Trusted Companies

Actions Taken Over Past 12 Months – India

F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in India.F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in India.

42

Through personal action, trust has tangible benefits

When a company is distrusted When a company is trusted

12%24%

37% will believenegative information

after hearing it 1-2 times

-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)

about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in India.

-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about

that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in India.

Trust protects reputation

43

will believe positive information after hearing it 1-2 times

will believe negative information after hearing it 1-2 times

34%will believe

positive information after hearing it 1-2 times

India

Conclusions

Business must align profit and purpose for social benefit

Trust is a protective agent and leads to tangible benefits

and sales; lack of trust is barrier to change

Current media landscape plus increased

skepticism requires multiple voices and channels

44

Demand for authority and accountability set new

expectations for corporate leadership

The Transformation of Trust

45

Control Information

Focus Solely on Profit

Pro

tect th

e B

ran

d

Sta

nd

Alo

ne

Profit With Purpose

Old Trust Framework New Trust Architecture

WHAT