2012 trust barometer: germany results

1 © Edelman, 2012. All rights reserved.

2012EDELMAN TRUST BAROMETERGERMANY RESULTS


2012 Edelman Trust BarometerMETHODOLOGY OVERVIEW

Twelfth annual study

Online 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 (Trending data among Ages 35-64)

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** Note: Russia and UAE are not included in the European Union Region total

GENERAL PUBLIC

INFORMEDPUBLIC25-64

INFORMEDPUBLIC35-64

EMEA select countries: UK, Germany, France, Italy, Spain, Netherlands, Sweden, Ireland, Poland, Russia** and UAE**

Indicates Global Data

Indicates European Union Region Data

Indicates Germany Data

http://www.earthshope.org/Home_files/earth%20transparent.png


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


GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Canada 58Italy 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

TRUSTERS

NEUTRAL

DISTRUSTERS

20122011>

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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 23 countries

Distrust is growing; nearly twice as many countries are now skepticsMajority of EMEA countries are “Distrusters” in 2012

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2007 2008 2009 2010 2011 201220%

30%

40%

50%

60%

70%

80%

52% 53% 54%57%

59%

54%

44%48% 46%

45% 46%

47%52%

51%49%

53%53%

47%

40%43% 44%

46% 49%

38%

NGOs

Media

Business

Government

BUSINESS

GOVERNMENT

TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL

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) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)

Globally, NGOs and business fall to 2009 trust level – government record decline



2007 2008 2009 2010 2011 201220%

30%

40%

50%

60%

70%

80%

39%

47%49%

53% 53%

46%

29%

38%

46%

38%35%

43%

31% 35%33%

39%

51%

32%

24%27%

35%

41%

34%31%

NGOs

Media

Business

Government

BUSINESS

GOVERNMENT

TRUST IN INSTITUTIONS – GERMANY

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) Informed Publics ages 35-64 in Germany

In Germany, trust in business drops nineteen percentage points and is on par with government trust


49% 52%46%

56%53%

47%

TRUST IN INSTITUTIONS

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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total

Globally, trust in three of four institutions declines; only media rises

Business

Media

2011 Informed Public2012 Informed Public2012 General Public

58%

50%

NGOs

61%

52%

43%38%

Government



TRUST IN INSTITUTIONS - GERMANY

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 AND Informed Publics ages 25-64 in Germany

In Germany, trust in business declines significantly; government trust remains low

NGOs

Business

Media

Government

2011 Informed Public2012 Informed Public2012 General Public

0.270.330.33 0.330.34

0.52

0.390.42

0.37 0.36

0.48

0.55


GlobalChina

Canad

aU.S.

Australi

a

Poland

Sweden

Russia

IndiaIta

ly

Irelan

d

Mexic

oU.K.

Japan

Netherla

ndsUAE

German

yBra

zil

Fran

ceSp

ain

56%61%

50%

46%

54%

44%

52%

41%

70%

64%

46%

81%

44%

53%

74%78%

52%

81%

48%

53%53%

71%

56%

50%

57%

46%

54%

41%

69%

62%

43%

77%

38%

47%

65%67%

34%

63%

28%32%

Several mature economies, including Germany, France and Spain, see double-digit drops in business trustTRUST 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 19 countries

TrustTrust Trust Steady

50%

2011 Informed Public2012 Informed Public


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 Germany

TRUST IN INDUSTRIES – GERMANY

Technology

Automotive

Telecommunications

Food and beverage

Media

Brewing and spirits

Consumer packaged goods

Pharmaceuticals

Energy

Banks

Financial services

64%

55%

47%

43%

41%

39%

36%

34%

24%

19%

14%

Technology

Automotive

Telecommunications

Media

Pharmaceuticals

Energy

Brewing and spirits

Food and beverage

Consumer packaged goods

Financial services

Banks

84%

79%

63%

57%

57%

48%

47%

37%

35%

32%

23%

- 16

- 20

- 23

- 16

- 18

- 24

- 24

The top three most trusted industries remain consistent between 2011 and 2012; pharmaceuticals and energy industries fall significantly in Germany


2007 2008 2009 2010 2011 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

41%

47%

31%

21%

14%

22%

43%

35%27%

27%

51%

23%

34%42%

23%

17%22%

18%

29%26%

21%

27% 25%

43%45%

53%

36%

42%45%

37%

U.K.

France

Germany

Italy

Russia

Q16-26. [Banks 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 35-64 in France, Germany, Italy, Russia and the U.K.

TRUST IN BANKS

German trust in banks remains less than 25% since 2009


2007 2008 2009 2010 2011 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

67% 67%

59%

74%71%

70%70% 75% 73%

77%81%

70%

62%59%

65%

77%83%

63%

69%

80% 79%

91%86%

83%

67%

72% 69%

68%

58% 58%

U.K. France

Germany Italy

Russia

Q16-26. [Technology 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 35-64 in France, Germany, Italy, Russia and the U.K.

TRUST IN TECHNOLOGY

German trust in technology decreases, and is relatively lower than other markets, with the exception of Russia


Global

Irelan

dIndia

Canad

aU.S.

German

y

Sweden

U.K.

Australi

a

Mexico

UAERussi

aChina

Poland

Italy

Netherla

nds

France

Spain

Japan

Brazil

52%

20%

44%

52%

40%

33%

64%

43%

52%

42%

88%

39%

88%

42% 45%

75%

49%

43%

51%

85%

43%

35%

53%56%

43%

33%

62%

38%

47%

35%

78%

26%

75%

28%31%

61%

31%

20%25%

32%

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 19 countries


TrustTrust SteadyTrust

German trust in government does not change between 2011 and 2012, and remains relatively low


GlobalIndia U.S. U.K.

Italy

Australi

a

Canad

a

German

y

Sweden

Spain

China

Mexico

Irelan

dRussi

a

France

Poland

Netherla

ndsUAE

Brazil

Japan

49% 50%

27%

22%

45%

32%

45%

37% 37%

46%

80%

67%

38% 37%

45%

53%

69%72% 73%

48%52%

70%

45%

37%

57%

43%

54%

42%38%

46%

79%

65%

35%33%

41%

48%

61% 61% 61%

36%

Trust Steady Trust

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 19 countries


Trust

In Germany, trust in media remains steady, and still trusted by less than majority


38%

20%

3%6%

24%

13%

5%7%

2011 Informed Public

2012 Informed Public

- 14

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 Germany

TRUST IN INFORMATION SOURCES – GERMANY

ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE

Diversification of Media


GlobalChina

IndiaIta

lyU.K.

U.S.

France

Australi

a

Irelan

d

Poland

Canad

aUAE

Mexico

German

ySp

ain

Sweden

Netherla

ndsRussi

aJap

anBraz

il

61%63%

61%

70%

51%55%

58%

65%

53%56%

72% 72%

85%

55%

60%

53%

72%

42%

51%

80%

58%

79%

67%

74%

54%58%

60%

65%

53%

55%

66% 66%

78%

48% 51%

41%

59%

28% 30%

49%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 19 countries


TrustTrust Steady Trust

NGOs still most trusted institution, despite some drops; German trust in NGOs falls to less than majority


A person like yourself

Technical expert in the company

Academic or expert

NGO representative

Regular employee

Government official or regulator

CEO

Financial or industry analyst

72%

59%

53%

48%

41%

22%

21%

20%

Academic or expert

A person like yourself

Technical expert in the company

Financial or industry analyst

NGO representative

Government official or regulator

CEO

Regular employee

77%

75%

58%

56%

49%

30%

24%

23%

CREDIBLE SPOKESPEOPLE – GERMANY

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 Germany

- 36

+ 18

- 24

Credibility of regular employees increases in Germany, while academics or experts, and financial or industry analysts suffer declines


Once (1), 3%

Twice (2), 20%

Three times (3), 41%

Four or Five times (4 - 5), 25%

Six to Nine times (6-9), 3%

Ten or more times (10+), 8%

Three to Five times

66%

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 Germany

NUMBER OF TIMES NEEDED TO HEAR INFORMATION – GERMANY

Skepticism requires repetition in Germany MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE


CEO credibility lowest in Germany, with large declines in France & Russia

2003 2004 2005 2006 2007 2008 2009 2010 2011 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

23%

27%

19%26%

16%

27%20%

33% 35%

26%28%

23%

17%

25%

14%

21%13%

23%

45%

20%

33%

13%

29%34%

23% 22%19% 21%

25%18%

0.26

0.21

0.310000000000001

0.19

0.25

0.350.35

0.25

0.3800000000000010.35

0.49

0.600000000000001

0.36

U.K.

France

Germany

Italy

Russia

Q119-126. [A CEO of a company 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 35-64 in France, Germany, Italy, Russia and the U.K.

CEO CREDIBILITY


Trust in business and government move in sync since 2008 in Western Economies

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20120%

20%

40%

60%

80%

44%

44%

48%51%

48% 49%53%

58%

38%

51%45% 45%

27%

48%

39%

48%44%

38% 38%

39%

30%

43%37%

36%

U.S.

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20120%

20%

40%

60%

80%

32%

41%35%

40% 36% 38%34%

36%

36%

39%

46%

30%

36%

26% 25%31% 27%

31%

22%

32%

37%

38%43%

31%

UK/France/Germany

Q11-14. [Business in General and 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 35-64 in the U.S. and UK/France/Germany

TRUST IN BUSINESS AND GOVERNMENTBusiness

Government


50%

GlobalIta

lySp

ain

Irelan

dU.K.

France

German

y

Australi

aU.S.

Russia

Mexico

Poland

Canad

a

Netherla

ndsBraz

ilIndia

Sweden

Japan

ChinaUAE

27%

51%

44%

48%

42%

50%

36%

40% 38%

23%

13%

34% 36% 34%

10% 10%

26%

11%

24%

14%

46%

73%69% 69%

66% 66% 65%

60%

53%51% 50%

47% 46% 46%43% 43%

40%

34%

29%

17%

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 19 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 19 countries

% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH

Business LeadersGovernment Leaders

Government leaders less trusted than business leaders to tell the truth in most markets; Germany among top countries not trusting of government leaders


Government not meeting public’s expectations in GermanyGOVERNMENT IMPORTANCE VS. PERFORMANCE – GERMANY

Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in Germany; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using 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 Germany

-53

-51

-52

-51

-37

-33

-31

-29

Gap

LISTENS TO CITIZENS' NEEDS AND FEEDBACK

EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY

COMMUNICATES FREQUENTLY AND HONESTLY

HAS TRANSPARENT AND OPEN PRACTICES

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES

PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES

65%

64%

64%

63%

52%

44%

41%

40%

12%

13%

12%

12%

15%

11%

10%

11%

Government ImportanceGovernment Performance


HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

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 ETHICAL BUSINESS PRACTICES

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

PLACES CUSTOMERS AHEAD OF PROFITS

TREATS EMPLOYEES WELL

12%

10%

10%

12%

31%

16%

15%

13%

16%

38%

16%

15%

15%

20%

14%

14%

27%

29%

30%

32%

38%

41%

46%

50%

53%

54%

54%

54%

55%

60%

60%

62% - 48

- 46

- 40

- 40

- 39

- 38

- 16

- 37

- 37

- 31

- 25

- 7

- 20

- 20

- 19

- 15

Business not meeting public’s expectations in GermanyGap

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 Germany (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 Germany

GERMANY

Business ImportanceCompany Performance


50%

GlobalChina

Spain

Mexico

Irelan

dBraz

il

France

Russia

Italy

U.K.

Canad

aIndia U.S.

Australi

a

German

y

Sweden

Netherla

nds

Poland

UAEJap

an

49%

77%

70%68%

64%

58%

54% 54% 53%51%

48% 48%

40% 40% 38%36% 35% 34%

30% 30%

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 19 countries

% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH

Despite lack of trust in government, calls for increased regulations; Germany among most lenient EMEA countries with regard to government regulation of business


Calls for greater consumer protection and regulation of business in Germany

REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly26%

Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries11%

GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis2%

BUILD INFRASTRUCTURE that promotes and facilitates business opportunities19%

Government SHOULD NOT PLAY A ROLE in business5%

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? Informed Publics ages 25-64 in Germany; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Germany

PROTECT CONSUMERS from irresponsible business practices39%

WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS?

GERMANY

Business can address on its own

Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, EMEA– 34%)• Unethical business practices (Global - 28%, EMEA - 22%)• Shortcuts that lead to poor quality (Global - 21%, EMEA -17%)


THE DYNAMIC OF TRUST BETWEEN

BUSINESS & GOVERNMENT

2008-2009

BUSINESS CAN EARN LICENSE TO LEAD

Low trust in business and CEOs

Business leaders more trusted than

government leadersbusiness has advantage in 24 out of 25 markets

Dwindling trust in government

policy paralysis

Call for increased regulationprotection from irresponsible behavior sought

2011

Business has flexibility and speed

Government responds


GERMANY

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 Germany; 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 Germany (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population

33% TRUST BUSINESS

1) Innovator of new products

1) Delivers consistent financial returns

3) Ranks on a global list

1) Treats employees well

2) Listens to customer needs and feedback

2) Places customers ahead of profits

4) Has transparent and open business

5) High quality products or services

5) Takes actions to address issue or crisis

5) Communicates frequently and honestly

8) Works to protect/improve environment

9) Has ethical business practices

10) Addresses society's needs

11) Positively impacts the local community

12) Innovator of new products

13) Ranks on a global list

14) Partners with third parties

15) Delivers consistent financial returns

16) Highly regarded, top leadership

Business: from license to operate to license to lead

CURRENT TRUST BUILDING FUTURE TRUST

Societal

Operational


Exercise principles-based leadership, not rules based performance

Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will

Practice radical transparency: speak first to employees; report on goals

Shape the public discourse on issues of importance to business

Earn License to Lead

2012 trust barometer: germany results

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