2016 edelman trust barometer japan

Japan

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

51

28

17

13

9

7

34

6

17

6

6

9

Trust Matters in JapanPercent who engage in each behavior based on trust

Behaviors for Distrusted Companies Behaviors for Trusted Companies

Refused to buy products/services

Paid more than wanted

Criticized companies

Sold shares

Shared negative opinions

Disagreed with others

Chose to buy products/services

Paid More

Recommended them to a friend/colleague

Bought Shares

Shared positive opinions

DefendedCompany

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, Japan, 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, Japan, question asked of half the sample.

most trusted content creators: #1

Friends and Family

most trusted media source: #1

Online Search Engines

3

1 State of Trust

55 Global 60 Global

82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia

84 UAE79 India78 Indonesia75 China65 Singapore64 Netherlands

49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan

48 Italy

48 S. Africa

47 Hong Kong

47 S. Korea

46 U.K.

45 Argentina

45 Poland

45 Russia

45 Spain

45 Sweden

40 Turkey

37 Ireland

37 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:

Japan Continues to Lead the World in DistrustAverage 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

5

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

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico

82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 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

6

Trusters

Neutrals

Distrusters49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland

5148

4541

55 53

4742

63

57

5148

6763

57

51

Trust Rising Globally

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.

7

Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016

NGOs Business Media Government

+4 +6 +6 +3

2015 2016

+4 +5 +2 +1General

Population

Informed

Public

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3140

30 363443 38 39

2948

314040 45 39 41

Trust Rising in Most Institutions in Japan

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, Japan.

Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016

Informed

Public

General

Population

NGOs Business Media Government

+11 -3 +8 +1

2015 2016

+3 +3 +8 +3

8

51

30

37 37

29

4037 37

3134

51

25

32

45

40 41

24

27

3936

39

2011 2012 2013 2014 2015 2016

53

47

52 53

4845

40

44 45

4043

2011 2012 2013 2014 2015 2016


9

Percent trust in the four institutions of government, business, media and NGOs, 2011 to 2016

48

36

4340

31

39

33 3438

30

38

NGO’s

Government

Media

Business

Japan Failed to Recover Trust after 3.11

Informed

Public

General

Population

2 Trust Inequality

53

58

56 56

60

44

47

46 46

48

2012 2013 2014 2015 2016

A Significant Divide Globally

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. 11

Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed

Public

Mass

Population

12pt

Gap

9pt

Gap

3-point increase

in trust inequality--

which jumps to a

5-point increase

among the GDP 5



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.

12

Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016

Country

Informed

Public

Mass

Population Gap

U.S. 64 45 19

U.K. 57 40 17

France 55 39 16

India 78 62 16

Australia 63 47 16

Mexico 72 57 15

Italy 58 47 11

China 82 71 11

Brazil 58 48 10

Ireland 49 39 10

Netherlands 62 52 10

Sweden 46 36 10

S. Africa 54 44 10

S. Korea 50 40 10

Singapore 72 62 10

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.


Increased Gap Decreased Gap

Gap has increased in 16 of 25 countries

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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

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3

5

12

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8 87

4 4 43 3 3 3

2 21 1

0 0

-2 -2-3

-4 -4 -4-5

34

41

44

37

41

31

35

38

34

38

2012 2013 2014 2015 2016

Divide Less Significant in Japan

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, Japan.

14

Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed

Public

Mass

Population

3pt

Gap

3pt

Gap

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”]


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

6057

7164

78 78

68

4952

6267

4945 46

5053

40

7479

46

6568

59

3844

80

55

6258

71

4642

4035

5256

48

30 33

4550

32 31 3237

40

27

62

69

36

5659

51

30

37

73

48

55 52

66

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P 5

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Indo

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Ca

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19192022262931

Low-income

respondents

High-income

respondents

17

50%55

46

19 21

28

48

4145

4247

44

57

4650

46

63

5249

58 55 5551

69

62 64

73 7379 81

87

47

37

1520

24

31 31 33 33 34 3436 36 37

3945 46 47 49 49 49

57

64 64 6569 70

74

81 83

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India

In 19 of 28 countries, less than half of Mass Population

think they will be better off in five years

Japan Most Pessimistic for Future

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.


Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed

Public

Mass

Population

17 10 12 13 10 21 10 13 18

3 Inversion of Influence

MassPopulation

Global Inversion of Influence

18

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 and Japan.

87%of population

38 Trust Index

13%of population

41 Trust IndexInformed

Public

85%of population

48 Trust Index

15%of population

60 Trust Index





71

69

67

45

32

28

Search

TV

Social

Newspapers

Magazines

Blogs

Clear Influence of Peer-Driven Media Globally

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 searchengines, 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. 19

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



76

66

50

49

28

19

TV

Search

Newspapers

Social

Blogs

Magazines

No Believing Without Seeing in Japan

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 searchengines, 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, Japan, question asked of half the sample.

Percent who use each media source several times a week or more

General

Population

Most frequently used

media is about seeing

and believing

/validation

20

38

2826

20

1614

1714 13

44

28 2725

2219 19 19

15

Experts, Peers More Credible than Leaders

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, Japan, question asked of half the sample.

Percent who rate each spokesperson as extremely/very credible

2015 2016

Technical

Expert

Academic

Expert

A person

like

yourself

CEO Employee Financial

Industry

Analyst

NGO

represent

ative

Board of

Directors

Employee and

Technical Expert

credibility

increased the most

General

Population

Government

official/

regulator

+6

21

+6

4 An Opportunity for Business

Increased Opportunity for Collaboration


23

Percent trust in the four institutions of, 2015 vs. 2016

Informed

Public

General

Population

2015 2016Government, Media and NGO closing the gap on

Business’ lead on Trust

4036

30 31

4339 38

34

48

40

31 29

4541 39 40

+11-3 +8+1

+3 +3 +8 +3

Business MediaGovernment NGOs

48

40

3129

4541

39 40

50

3234 35

40

36

30 31

43

39 38

34

45

29

36

30

Business MediaGovernment

Opportunity for Business to Lead the Collaboration

24

Percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016

Informed

Public

General

Population

Trust

2016

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) 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, Japan.

Business in the lead

Trust

2015

NGOs

66 66 6664

62 6260 59

5654

4745

42

3331 30 29

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Ind

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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.

25

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

50%

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, 27-country global total.

59

78 78 78 80

73 73

6461

5457

43

52 5350

39

46 46

31

86

70

63

51 51 5248 48

60

82 82 80 80 7975 73

6965

57 57 5654 54

5147 47 47

34

77

69

62

50 50 4943 42

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UK

Chinese Trust in Japanese Companies Rebounds;

Indonesia Falls

26

Percent trust in Japanese companies, 2015 vs. 2016

+6 -9+13 +8

General

Population

2015 2016

Increased or equal trust in Japanese Companies in 19 countries

40%

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

Industry 2012 2013 2014 2015 2016

5 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% 8

General

Population

27



35%

40%

45%

50%

55%

60%

65%

70%

75%

Sector Trends:

Most Sectors Decline Except for Financial Services

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 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, Japan.

*From 2012-2014, Pharma included as subsector(Q61f-65f). **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

Industry 2012 2013 2014 2015 2016

5 yr.

Trend

Technology 74% 67% 68% 63% 62% 12

Automotive 70% 66% 71% 62% 58% 12

Pharmaceutical 60% 58% 58% 54% 54% 6

Food & Beverage 64% 64% 56% 54% 52% 12

Telecommunications 59% 60% 60% 54% 52% 7

Consumer packaged goods 57% 56% 56% 51% 51% 6

Financial Services 39% 46% 42% 39% 47% 8

Energy 38% 49% 48% 44% 46% 8

General

Population

28

Expectation of Business to Solve Remains Consistent

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 and Japan, question asked of half the sample..

56% agree

“A company can take

specific actions that both

increase profits and improve

the economic and social

conditions in the community

where it operates.”

down from 57% in 2015

General

Population

29

80% agreeup from 74% in 2015



Differentiation in a Cynical World

30

Actions ValuesEmployee

AdvocacyEngagement

Actions

Differentiation in a Cynical World:

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 and Japan.

32

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

50%

29%

46%

58%





Purpose and Profits Matter

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, Japan, question asked of half the sample.

33

Percent who agree that CEOs should be personally visible in discussing…

77%Societal Issues

‣ Income inequality

‣ Public policy discussions

‣ Personal views on societal issues

67%Financial Results

General

Population

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, Japan.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces economic

growth

Contributes to the

greater good

Helps me and my

family live a healthy life

Fails to contribute to

the greater good

Lacks economic growth

Does not help me and

my family live a healthy

or fulfilling life/Does not

have good leadership

49%

41%

30%

39%

22%

12%

General

Population

34

Values


Integrity 51 27 24

Exhibits 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 25

Treats 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 12

Places 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 15

Is 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 9

Attracts 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

36

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.



Integrity 41 7 34

Exhibits highly ethical behaviors 39 5 34

Takes responsible actions to address an issue or crisis 42 11 31

Behaves in a way that is transparent and open 41 5 36

Engagement 36 6 30

Treats employees well 43 6 37

Listens to customer needs and feedback 37 8 29

Places customer ahead of profits 31 7 24

Communicates frequently and honestly on the state of their company 32 4 28

Products 23 8 15

Places a premium on offering high quality products or services 26 10 16

Is focused on driving innovation and introducing new products/services/ideas 20 7 13

Purpose 19 7 12

Is dedicated to protecting and improving the environment 24 6 18

Ensures that the company creates programs that positively impact the local community in which it operates 16 5 11

Ensures that the company addresses society's needs in its everyday business 24 9 15

Ensures that the company partners with NGOs, government and third parties to address societal issues 14 6 8

Operations 19 7 13

Attracts and retains a highly-regarded and widely admired top leadership team 20 7 13

Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 8 5 3

Manages the company in a way that delivers consistent financial returns 29 8 21

Leaders Seen As Underperforming

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 9-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, Japan.

Importance vs. performance of 16 trust-building leadership attributes

General

Population

37

%

Performance

%

Importance Gap

Desired Leadership QualitiesCharacteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region

38

North America

Honest 59%

Ethical 48%

Competent 26%

Transparent 26%

Sincere 24%

Latin America

Ethical 47%

Honest 44%

Competent 36%

Visionary 34%

Innovative 33%

Europe

Honest 53%

Competent 43%

Experienced 28%

Ethical 27%

Transparent 27%

APAC

Honest 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 and Japan, 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.

Japan

Decisive 55%

Sincere 41%

Visionary 41%

Competent 26%

Honest 26%

35%

47%

54%59%

62%65%

70%

79%

Their education andhow it shaped them

Their personalsuccess story

The obstaclesthey have overcome

Their personalvalues

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 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”. (Top 4 Box, Important) General Population, 28-country global total and Japan, question asked of half the sample. [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 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. (Top 4 Box, Important) General Population, 28-country global total and Japan, question asked of half the sample.

Percent who agree that each type of information is important in building trust in a CEO

General

Population

39

both directly (86%)

and via media (75%)

CEOs must engage



EmployeeAdvocacy


50%

6560

4048 48 50

54 55 5657 58 59 60 62 62 63 64 64 64

72 73 76 76 77 77 78 7983 85

89

Glo

ba

l

GD

P 5

Ja

pa

n

Ru

ssia

Fra

nce

Sw

ede

n

Au

str

alia

S. K

ore

a

Po

land

U.K

.

Ita

ly

Ho

ng

Ko

ng

Ire

land

Ge

rma

ny

Ne

the

rla

nd

s

Sp

ain

Turk

ey

Ca

na

da

U.S

.

S. A

fric

a

Sin

ga

po

re

Ma

laysia

UA

E

Indo

ne

sia

Bra

zil

Arg

en

tin

a

Ch

ina

India

Co

lom

bia

Me

xic

o

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.


Percent who trust the company for which they work

TrustedNot Trusted

General

Population

2527

19

2528

33

27 28

24

28

37

313230

48

24 25 26

21 21 22 2320

1619 19

14

19 18 18

8 9 8

1310 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. 42

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customerPartnerships/

programs to address

societal issues

Views on

industry issues

Employees Most Trusted

General

Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson



Broad Spokesperson Base is Essential

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 and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about 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 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about 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, Japan, question asked of half the sample.

43

Variety of Spokespeople needed to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customerPartnerships/

Programs to address

societal issues

Views on

industry issues

General

Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

18 19

13 1316

202017 18 18

25 2421

24

32

2124

202123

26

22

16

22

14

18

1417

1917

10 9 8

1411

13

Employees at

companies NOT

engaged in societal

issues

Employees at

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 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Japan, question was asked of half the sample. 44

Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not

35

31

38

43

46

41

51

Confidence in the future of the company

Recommend company as an employer

Recommend products and services toothers

Stay working for the company

Motivated to perform

Committed to achieving our strategy

Do the best possible job for the customer

Impact of

Company

Engagement

24

32

23

25

27

29

21

75

73

69

68

65

60

56

General

Population

Level of Employee Advocacy/Commitment

Engagement


58

53

44

63

46

2012 2013 2014 2015 2016

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 than

general population

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

46

Millennials Gap

66 3

58 0

58 5

51 5

51 7



Millennials Gap

41 1

34 0

32 2

30 3

24 0

42

34

30

27

24

2012 2013 2014 2015 2016

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, Japan.

*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed this to Search Engines.**From 2012-2015, we included Hybrid media as a media type. In 2016, we changed this to Online-Only media.

Percent trust in each source for general news and information

2012 2013 2014 2015 2016

Search engines* 44 39 42 38 42

Traditional media 48 41 42 34 34

Online-only media** 35 31 35 31 30

Owned media 33 30 32 32 27

Social media 23 21 24 23 24

General

Population

47

52

3337

25 2420

15

10 11 13

63

4239

3027

2320 19

1715

My friendsand family

Companiesthat I use

An academicexpert

A companyCEO

A journalist Employees ofa company

Celebrities A well-knownonline

personality

Companies [brands] I don’t use

Electedofficials

Friends and Family Most Trusted

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? General Population, Japan, question asked of half the sample.

48

Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016

2015 2016

General

Population

+11 +9 +9


49

Actions ValuesEmployee

AdvocacyEngagement


‣ 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

50

Thank You

2016 edelman trust barometer japan

Marketing