2012 edelman trust barometer - singapore results
DESCRIPTION
The Singapore results of Edelman's 2012 Trust Barometer survey.TRANSCRIPT
1 © Edelman, 2012. All rights reserved.
2012EDELMAN TRUST BAROMETERSINGAPORE RESULTS
2 © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – Singapore FindingsMETHODOLOGY OVERVIEW
Twelfth annual studyOnline survey in 25 countries30,000+ respondents
1,000 general population respondents per countryAges 18+
Oversample of informed publics*500 respondents in U.S. and China & 200 in all 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
* This year Informed Publics were surveyed via online methodology instead of telephone** New country included in this year’s study
GENERAL PUBLIC
INFORMEDPUBLIC25-64
Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia**
Indicates Global Data
APAC Indicates Asia Pacific Region Data
Singapore sample: 1,000 general population respondents & an oversample of 200 Informed Publics
Indicates Singapore Data
3 © Edelman, 2012. All rights reserved.
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
Rise of authority figures2011
4 © Edelman, 2012. All rights reserved.
Series134%
41%
61%
71%
44%
51%
51%
78%
89%
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
2011: Actions Taken Over Past 12 Months – APAC
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 APAC
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 APAC
4
2011 established that trust leads to personal action resulting in tangible benefits
5 © Edelman, 2012. All rights reserved.
2011 Year in review
6 © Edelman, 2012. All rights reserved.
Energy
Media
Financial services
Banks
75%
54%
55%
71%
29%
33%
38%
51% -20
-21
-46
-17
TRUST IN INDUSTRIES
CREDIBLE SPOKESPEOPLE
8%14%
16%18%22%24%
32%
42%
63%
40%
59%
48%
39%
67%70%
65%
-23-38
-43
-17
-30-26
-55-43
Technical Expert
Academic or Expert
CEO A Person Like
Yourself
NGO Represent.
Regular Employee
Financial/ Industry Analyst
Government Official
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q16-26. [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”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan
- 12 - 21 - 26
TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64
Business Media NGOs Government
53% 47% 48% 36% 51% 30% 51% 25%
TRUST IN INFORMATION SOURCES
-16
Newspaper
-26
TV
-13
Radio
-13
Magazines
2011 Informed Public
2012 Informed Public
The Fragility of Trust: Focus on Japan
7 © Edelman, 2012. All rights reserved.
TRUSTERS
NEUTRAL
DISTRUSTERS
GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32
GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39
20122011>
>
>
<
<
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 2012
<
Despite nearly twice as many countries now being skeptics, Singapore remains a “Truster” and moves up to the third highest trust score
>
>
8 © Edelman, 2012. All rights reserved.
9 © Edelman, 2012. All rights reserved.
Global
Irelan
dIndia
Canad
aU.S.
German
y
Sweden
Singa
pore U.K.
Australi
a
Mexico
UAERussi
aChina
Poland
Italy
Netherla
nds
South
Korea
France
Argentina
IndonesiaSp
ainJap
anBraz
il
Hong Kong
Malaysi
a
52%
20%
44%
52%
40%
33%
64%
77%
43%
52%
42%
88%
39%
88%
42%45%
75%
50% 49%
54%
62%
43%
51%
85%
43%
35%
53%56%
43%
33%
62%
73%
38%
47%
35%
78%
26%
75%
28%31%
61%
33%31%
36%
40%
20%
25%
32%
62%
49%50%
TRUST IN GOVERNMENT
Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
2011 2012
TrustTrust Steady
N/A N/A
Trust
Majority of countries now distrust government; Conversely, trust in government remains high in Singapore
APAC
Informed Publics
Global
10 © Edelman, 2012. All rights reserved.
Several mature economies see double-digit drops in business trust; Trust in business is steady in Singapore over one yearTRUST IN BUSINESS
Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
N/A N/A
TrustTrust Trust Steady
50%
GlobalChina
Canad
aU.S.
Australi
a
Poland
Sweden
Russia
India
Singa
poreIta
ly
Indonesia
Irelan
d
Mexic
oU.K.
Argentina
Japan
Netherla
ndsUAE
South
Korea
German
yBra
zil
Fran
ceSp
ain
Mala
ysia
Hong Kong
56%
61%
50%
46%
54%
44%
52%
41%
70%67%
64%
80%
46%
81%
44%
63%
53%
74%78%
46%
52%
81%
48%
53%53%
71%
56%
50%
57%
46%
54%
41%
69%66%
62%
78%
43%
77%
38%
57%
47%
65% 67%
31%34%
63%
28%32%
65%
47%
2011 2012 APAC
Informed Publics
Global
11 © Edelman, 2012. All rights reserved.
Brewing and spirits
Financial services
Media
Energy
Consumer packaged goods
Food and beverage
Pharmaceuticals
Banks
Telecommunications
Automotive
Technology
59%
62%
63%
65%
66%
66%
66%
68%
68%
77%
85%
Brewing and spirits
Consumer packaged goods
Media
Financial services
Food and beverage
Energy
Pharmaceuticals
Banks
Automotive
Telecommunications
Technology
54%
59%
64%
66%
66%
68%
72%
75%
77%
78%
87%
20122011
Q16-26. [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”. (Top 4 Box, Trust) Informed publics ages 25-64 in Asia Pacific (excludes Hong Kong and Malaysia), 25-country global total
TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) AND GLOBAL
In Asia Pacific, top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted
2012GlobalAPAC APAC
80% (#1)
67% (#2)
62%
50%
58%
66% (#3)
63%
56%
52%
48%
58%
12 © Edelman, 2012. All rights reserved.
20122011
Q16-26. [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”. (Top 4 Box, Trust) Informed publics ages 25-64 in Singapore
TRUST IN INDUSTRIES – SINGAPORE
Technology
Food and beverage
Telecommunications
Automotive
Pharmaceuticals
Energy
Consumer packaged goods
Banks
Brewing and spirits
Media
Financial services
87%
79%
78%
76%
75%
71%
70%
68%
66%
65%
64%
Telecommunications
Technology
Automotive
Energy
Banks
Food and beverage
Pharmaceuticals
Consumer packaged goods
Financial services
Media
Brewing and spirits
83%
82%
78%
73%
71%
69%
68%
67%
61%
60%
57%
In Singapore, trust in the food and beverage industry significantly increases & rises to the second most trusted industry; Financial services drops to the bottom
+10
13 © Edelman, 2012. All rights reserved.
50%
TRUST IN MEDIA
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
TrustTrust Steady Trust
N/A N/A
Media only institution to see increase in trust globally; BRIIC-ME, plus Singapore and Mexico most trusting of media
GlobalIndia U.S. U.K.
Italy
Australi
a
Canad
a
Singa
pore
German
y
Sweden
Spain
China
Mexico
Irelan
dRussi
a
France
Poland
Indonesia
Netherla
nds
South
Korea
Argentina
UAEBraz
ilJap
an
Hong Kong
Malaysi
a
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%52%
70%
45%
37%
57%
43%
54%
65%
42%38%
46%
79%
65%
35%33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%
2011 2012 APAC
Informed Publics
Global
14 © Edelman, 2012. All rights reserved.
33%
22%
9%
18%
32%
28%
17% 18%
2011 Informed Public
2012 Informed Public
ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)
Transmedia LandscapeTRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
APAC
15 © Edelman, 2012. All rights reserved.
Microblogging sites, such as Twitter
Corporate or product advertising
Blogs
Content-sharing sites, such as YouTube
Social networking sites, such as Facebook, MySpace, LiveJournal, Meebo, Orkut, Qzone, Mixi etc
Online search engines, such as Google
Corporate communications such as press releases, reports, and emails
Magazines or business magazines
Radio or radio news
News/RSS feeds
Television or television news
Newspapers
3%
7%
9%
9%
9%
20%
26%
23%
20%
33%
26%
35%
11%
13%
15%
16%
18%
27%
28%
31%
33%
34%
39%
48%
2012 2011
Diversification of MediaTRUST IN INFORMATION SOURCES – SINGAPORE
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Singapore
TRADITIONAL
OWNED
HYBRID
SOCIAL
16 © Edelman, 2012. All rights reserved.
Once (1), 2%Twice (2),
12%
Three times (3), 36%
Four or Five times (4-5),
28%
Six to Nine times (6-9),
7%
Ten or more times (10+),
14%
Three to Five times
64%
Q148. [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 enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Asia Pacific Region and Singapore
ASIA PACIFIC REGION
Skepticism requires repetitionNUMBER OF TIMES NEEDED TO HEAR INFORMATION
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
Once (1), 2%Twice (2),
11%
Three times (3), 35%
Four or Five times (4 - 5),
35%
Six to Nine times (6-9),
6%
Ten or more times (10+),
10%
Three to Five times
70%
NUMBER OF TIMES NEEDED TO HEAR INFORMATION - SINGAPORE
17 © Edelman, 2012. All rights reserved.
50%
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
TrustTrust Steady Trust
N/A N/A
NGOs still most trusted institution, despite some drops; Singapore’s trust level remains the same
GlobalChina
India
South
Korea
Argentina
Italy
U.K.U.S.
France
Australi
a
Singa
pore
Irelan
d
Poland
Canad
aUAE
Mexico
German
ySp
ain
Sweden
Indonesia
Netherla
ndsRussi
aJap
anBraz
il
Hong Kong
Malaysi
a
61%63%
61% 62%
70% 70%
51%55%
58%
65% 64%
53%56%
72% 72%
85%
55%
60%
53%
66%
72%
42%
51%
80%
58%
79%
67% 67%
75% 74%
54%58%
60%
65%64%
53% 55%
66% 66%
78%
48%51%
41%
53%
59%
28%30%
49%
70%68%
2011 2012 APAC
Informed Publics
Global
18 © Edelman, 2012. All rights reserved.
19 © Edelman, 2012. All rights reserved.
75%
20%
6%
Singapore
IN THE RIGHT DIRECTIONOFF ON THE WRONG TRACKDON'T KNOW/REFUSED
Confidence about future direction mixed in APAC, high in Singapore , compared to U.S. and EU
44%
48%
8%
APAC
24%
73%
3%
U.S.
35%
58%
7%
EU
Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? Informed Publics Ages 25-64 in the Asia Pacific region, Singapore, the U.S., and the European Union region (excludes Russia)
20 © Edelman, 2012. All rights reserved.
Government official or regulator
Regular employee
Financial or industry analyst
CEO
NGO representative
A person like yourself
Academic or expert
Technical expert in the company
31%
41%
44%
46%
47%
60%
61%
64%
Regular employee
A person like yourself
NGO representative
Government official or regulator
Financial or industry analyst
CEO
Technical expert in the company
Academic or expert
33%
37%
43%
47%
51%
58%
61%
68%
20122011
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia), 25-country global total
+ 23
- 12
+ 8
- 16
Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012
- 7
- 7
+ 4
CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) AND GLOBAL
2012Global
67% (#2)
69% (#1)
65% (#3)
52%
41%
47%
49%
31%
APAC APAC
21 © Edelman, 2012. All rights reserved.
Academic or expert
Technical expert in the company
CEO
Financial or industry analyst
Government official or regulator
NGO representative
Regular employee
A person like yourself
64%
59%
58%
54%
51%
38%
37%
34%
Academic or expert
Technical expert in the company
A person like yourself
CEO
Government official or regulator
NGO representative
Regular employee
Financial or industry analyst
63%
60%
55%
46%
44%
42%
39%
38%
CREDIBLE SPOKESPEOPLE – SINGAPORE
20122011
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Singapore
+ 21
- 16
- 12
In Singapore, credibility of “person like me” also significantly increases, climbing from the last spot to the third; Financial/industry analyst falls to the bottom
22 © Edelman, 2012. All rights reserved.
50%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
Asia Pacific markets, particularly Singapore, are more likely than other regions to trust both business and government leaders to tell the truth
GlobalIta
lySp
ain
Irelan
dU.K.
France
German
y
Australi
aU.S.
Russia
Mexico
Poland
Canad
a
Netherla
nds
S. Kore
aBraz
ilIndia
Argentina
Sweden
IndonesiaJap
an
Hong Kong
China
Malaysi
aUAE
Singa
pore
27%
51%
44%
48%
42%
50%
36%
40% 38%
23%
13%
34% 36% 34%
21%
10% 10%
14%
26%
5%
11%
28%
24%
9%
14%17%
46%
73%69% 69%
66% 66% 65%
60%
53%51% 50%
47% 46% 46% 46%43% 43%
41% 40%
36%34%
30% 29%
24%
17%15%
Business Leaders Government LeadersAPAC
General Population
Global
23 © Edelman, 2012. All rights reserved.
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
TREATS EMPLOYEES WELL
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
PLACES CUSTOMERS AHEAD OF PROFITS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
HAS ETHICAL BUSINESS PRACTICES
17%
27%
31%
23%
25%
25%
21%
26%
24%
24%
25%
25%
30%
39%
27%
31%
33%
34%
39%
43%
44%
44%
49%
50%
55%
55%
59%
60%
62%
64%
64%
64%
Business not meeting public’s expectations in Singapore and not as good as rest of APAC
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Singapore (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Singapore*Gap numbers for Asia Pacific region also displayed.
SINGAPOREBusiness ImportanceCompany Performance -33
-37
-25
-32
-35
-34
-31
-31
-24
-28
-19
-19
-20
-16
-7
-8
- 26
- 33
- 20
- 28
- 18
- 14
APAC
24 © Edelman, 2012. All rights reserved.
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total, Asia Pacific region and Singapore.
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly25%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries16%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis4%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities19%
Government SHOULD NOT PLAY A ROLE in business4%
PROTECT CONSUMERS from irresponsible business practices31% 30%
25%
20%
18%
4%
2%
GLOBAL APAC
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
Calls for greater protection and responsible behavior globally and in Asia Pacific region
Business can address on its own
Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%)• Unethical business practices (Global - 28%, APAC - 31%)• Shortcuts that lead to poor quality (Global - 21%, APAC -23%)
30%
17%
4%
16%
2%
32%
25 © Edelman, 2012. All rights reserved.
50%
GlobalChina
Spain
Mexico
Irelan
d
Hong Kong
Brazil
France
Russia
Malaysi
aIta
lyU.K.
Argentina
Canad
aIndia
Indonesia
S. Kore
aU.S.
Australi
a
German
y
Sweden
Netherla
nds
Poland
UAEJap
an
Singa
pore
49%
77%
70%68%
64%61%
58%
54% 54% 54% 53%51% 50%
48% 48% 46% 45%
40% 40%38%
36% 35% 34%
30% 30%
25%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
Despite lack of trust in government, calls for increased regulations in almost all markets; However, Singapore is least likely to hold this view
2012 APAC
Informed Publics
Global
26 © Edelman, 2012. All rights reserved.
27 © Edelman, 2012. All rights reserved.
Competitive Industry Analysis Example: Technology Industry vs. Technology Co. X
COMPETITIVE INDUSTRY ANALYSIS
Company Trailing Industry Expectations Company and Industry Competing
20% 30% 40% 50% 60% 70% 80%20%
30%
40%
50%
60%
70%
80%
Stat
ed In
dust
ry T
rust
Impo
rtan
ce
Technology Company 3 Trust PerformanceLow Company Performance and Industry Expectations Company Leading Industry Expectations
Partnerships
QualityListens
ResponsibleCustomers
Employees
Ethical
EnvironmentSociety
Community
Transparent
Top Leadership
Top Companies
CommunicatesInnovates
Returns to Investors
SAMPLE
28 © Edelman, 2012. All rights reserved.
SINGAPORE
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Singapore; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Singapore (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
1) High quality products or services
1) Takes actions to address issue or crisis
1) Has ethical business practices
4) Listens to customer needs and feedback
5) Has transparent and open business
6) Places customers ahead of profits
7) Treats employees well
7) Communicates frequently and honestly
9) Works to protect/improve environment
10) Delivers consistent financial returns
11) Addresses society's needs
11) Highly regarded, top leadership
13) Positively impacts the local community
14) Innovator of new products
15) Ranks on a global list
16) Partners with third parties
Societal attributes outweigh operational attributes for building Trust
Societal
Operational
Most Important Attributes that Build Trust – 59% in Singapore trust business
There is a disconnect between the operational factors that have built Trust and the societal and engagement factors
that will build Trust for the future
Communicators have a license to help shape business policy, not just
outcomes.
29 © Edelman, 2012. All rights reserved.