Download - 2012 Edelman Trust Barometer Asia Pacific
1 © Edelman, 2012. All rights reserved.
2012EDELMAN TRUST BAROMETERAPAC RESULTS
2 © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – Asia Pacific FindingsMETHODOLOGY 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** New country included in this year’s study
GENERAL PUBLIC
INFORMEDPUBLIC25-64
INFORMEDPUBLIC35-64
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
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.
5 © Edelman, 2012. All rights reserved.
TRUSTERS
NEUTRAL
DISTRUSTERS
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
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 23 countries
<
Nearly twice as many countries are now skeptics, including South Korea & Japan; Though four Asia Pacific markets considered “Trusters” in 2012
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.
TRUST IN INDUSTRIES
CREDIBLE SPOKESPEOPLE
16%
28%29%
43%43%47%
54%
63%
50%
59%63%
71%68%
76%
59%
81% -18-29
-25-28
-31
-34-34
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 South Korea
- 17
TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64
Business Media NGOs Government
46% 31% 53% 45% 62% 67% 50% 33%
TRUST IN INFORMATION SOURCES
2011 Informed Public
2012 Informed Public
The Fragility of Trust: Focus on South Korea
- 15 Consumer packaged goods
Telecommunications
Financial services
Banks
56%
71%
64%
64%
35%
39%
39%
40%
-21
-32
-25
-24
Technical Expert
Academic or Expert CEO
A Person Like
Yourself
NGO Represent.
Regular Employee
Financial/ Industry Analyst
Government Official
-11
Newspaper
-8Social
Networking sites
-9
Corporate Communications
-8
Corporate Advertising
8 © Edelman, 2012. All rights reserved.
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
9 © Edelman, 2012. All rights reserved.
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
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 the Asia Pacific Region (excludes Hong Kong and Malaysia)
In Asia Pacific, government the only institution to suffer decreased trust
NGOs
Business
Media
Government
2011 Informed Public2012 Informed Public2012 General Public
0.44
0.54
0.640000000000001
APAC
0.51
0.620000000000001
0.610000000000001
0.53
0.6300000000000010.61000000
0000001
0.52
0.6400000000000010.62000000
0000001
10 © Edelman, 2012. All rights reserved.
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
11 © Edelman, 2012. All rights reserved.
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
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 the Asia Pacific region (excludes Hong Kong and Malaysia)
Asia Pacific trust in government declines significantly since 2011
NGOs Business Media Government
62% 61% 61%64%64% 62% 63%
54%
2011 2012
- 10
APAC
12 © Edelman, 2012. All rights reserved.
Several mature economies see double-digit drops in business trust; Trust in business increases in China and decreases in South KoreaTRUST 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%
2011 Informed Public2012 Informed Public
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%
13 © Edelman, 2012. All rights reserved.
45%
47%
51%
53%
56%
59%
60%
62%
64%
66%
79%Technology
Automotive
Food and beverage
Consumer packaged goods
Telecommunications
Brewing and spirits
Pharmaceuticals
Energy
Media
Banks
Financial services48%
50%
52%
57%
57%
60%
61%
64%
67%
67%
80%
2011
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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total
TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION
Technology
Telecommunications
Automotive
Food and beverage
Pharmaceuticals
Energy
Consumer packaged goods
Brewing and spirits
Media
Banks
Financial services
2012
Asia Pacific more trusting of nearly all industries than their global peers; Banks are third most trusted in APAC, but second from bottom globally
2012APAC
85%*
76%*
67%*
66%*
69%*
57%
67%*
65%*
62%*
70%*
63%*
#1
#2
#3
*Significant difference at the 95% confidence level vs. 2012 global
2009: 58%
2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16
14 © 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)
TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
Top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted
APAC
15 © Edelman, 2012. All rights reserved.
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 China, India, Japan and South Korea
CHINA
Technology
Media
Automotive
Banks
Telecommunications
Consumer packaged goods
Energy
Financial services
Brewing and spirits
Pharmaceuticals
Food and beverage
91%
82%
81%
78%
78%
76%
76%
76%
70%
65%
59%
2012 TRUST IN INDUSTRIES
Technology the most trusted industry across key Asia Pacific markets, while trust in banks and financial services varies
Technology
Banks
Automotive
Telecommunications
Energy
Consumer packaged goods
Pharmaceuticals
Food and beverage
Media
Financial services
Brewing and spirits
92%
90%
88%
80%
78%
76%
75%
73%
70%
68%
58%
INDIA
Technology
Automotive
Food and beverage
Pharmaceuticals
Brewing and spirits
Telecommunications
Consumer packaged goods
Banks
Financial services
Media
Energy
74%
74%
62%
61%
60%
58%
56%
51%
38%
33%
29%
JAPANTechnology
Energy
Brewing and spirits
Media
Financial services
Consumer packaged
goods
78%
66%
59%
45%
44%
44%
42%
40%
39%
39%
35%
SOUTH KOREA
16 © Edelman, 2012. All rights reserved.
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
68%69%
36%29%
24%
35%
39% 41%
27%22%
29%
21%
75%72%
84% 85%88%
82%77%
83%
81%83%
87%
90%
64%67%
51%
76%
55%
38%
58% 59%52%
51%
68%
49%
US
UK/France/Germany
China
India
S. Korea
Japan
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 the U.S., UK/France/Germany, China, India, Japan and South Korea
TRUST IN BANKS
Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West
17 © Edelman, 2012. All rights reserved.
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
75%
80%
73%78%
74%
81%
66% 67% 66%
76%
79%
67%
78%
90%
83%
95%93%
87%
91% 93%
88%93%
93%
76% 76%
78%
89%
83%
78%78%77%
86%
80%
73%
U.S.
UK/France/Germany
China
India
S. Korea
Japan
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 the U.S., UK/France/Germany, China, India, Japan and South Korea
TRUST IN TECHNOLOGY
Trust in technology remains high in all markets
18 © 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 Informed Public2012 Informed Public
TrustTrust Steady
N/A N/A
Trust
Majority of countries now distrust government; trust declines significantly in China, South Korea, Indonesia and Japan
19 © 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
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
Media only institution to see trust rise, driven in part by increases in India and Australia
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%
20 © 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
ASIA PACIFIC REGION
Skepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
APAC
21 © 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
27%+89%+
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)
Diversification of MediaTRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
APAC
22 © Edelman, 2012. All rights reserved.
Traditional Online Multiple Sources
Social Media Corporate
45%
10%2% 5%
33%29%
21% 18%
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 China, India, Japan, and South Korea
Japanese trust drops across all information sources, while trust in social media increases in China and India
Corporate
TRUST IN INFORMATION SOURCES (TRUST A GREAT DEAL)
+ 13
- 12+ 19 + 19
Traditional Online Multiple Sources
Social Media Corporate
43% 43%
19%
37%46% 45%
29% 31%
Traditional Online Multiple Sources
Social Media Corporate
33%
19%10%
22%16%
11%2%
7%
Traditional Online Multiple Sources
Social Media Corporate
22% 19%14% 17%19% 16%
11% 8%
+ 10
- 17- 8 - 15- 8 - 9
2011 Informed Public2012 Informed Public
CHINA INDIA
JAPAN SOUTH KOREA
23 © 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
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
NGOs still most trusted institution, despite some drops; China was the only country where trust increased
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%
24 © Edelman, 2012. All rights reserved.
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201230%
40%
50%
60%
70%
80%
36%
54%
48% 48%
0.310000000000001
0.79
0.52
0.68
U.S.
UK/France/Germany
China
India
Q11-14. [Non-governmental organizations 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 U.S., UK/France/Germany, India and China
Trust in NGOs surges over time in China and IndiaTRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
25 © Edelman, 2012. All rights reserved.
Q11-14. [Non-governmental organizations 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., UK/France/Germany, China, India, South Korea, and Japan.
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
Trust in NGOs surges over time in China, India and South Korea; Steep trust decrease in Japan since 2011
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201220%
30%
40%
50%
60%
70%
80%
36%
54%
48% 48%
0.31
0.79
0.52
0.68
0.39
0.720000000000001
0.42
0.28
U.S.UK/France/GermanyChinaIndiaSouth KoreaJapan
26 © Edelman, 2012. All rights reserved.
2005 2006 2007 2008 2009 2010 2011 201220%
30%
40%
50%
60%
70%
80%
39%
72%
42%
28%
South Korea
Japan
Q11-14. [Non-governmental organizations 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 South Korea and Japan
Trust in NGOs surges over time in South Korea, but drops significantly in Japan from 2011 to 2012TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
27 © Edelman, 2012. All rights reserved.
28 © Edelman, 2012. All rights reserved.
Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly converges this year
2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
67%
74%65% 67%
70%
69%
41%49%
43% 43%45%
52%
India
2005 2006 2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
43%
66%
52%
61% 63%
54%57%
47%
31%
41%
53%
45% 45% 43%
53%
28%
Japan
2006 2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
46% 46% 43% 45%48%
43%
31%29% 26%
40%38%
47%43% 34%
South Korea
2004 2005 2006 2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
50%
35%
56%
67%
54%
71%66%
38%
66%
67%63%
83%78% 79% 80%
77% 72% 75%
China
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 Japan, India, South Korea and China
TRUST IN BUSINESS AND GOVERNMENTBusiness
Government
29 © Edelman, 2012. All rights reserved.
Asia Pacific more likely than global peers to view CEOs and government officials as credible spokespeople
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A person like yourself
Technical expert in the company
Academic or expert
29%
38%
46%
50%
50%
65%
66%
68%
Regular employee
Government official or regulator
A person like yourself
NGO representative
CEO
Financial or industry analyst
Technical expert in the company
Academic or expert
34%
43%
43%
47%
50%
53%
64%
70%
CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION
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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region
63%*
65%
60%*
41%*
49%
46%
46%*
33%*
2012APAC
#2
#1
#3
*Significant difference at the 95% confidence level vs. 2012 global
30 © 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)
+ 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)
APAC
31 © Edelman, 2012. All rights reserved.
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 China, India, Japan, and South Korea
CHINA
A person like yourself
Technical expert in the company
NGO representative
Academic or expert
CEO
Regular employee
Financial or industry analyst
Government official or regulator
71%
67%
61%
60%
53%
50%
40%
37%
2012 CREDIBLE SPOKESPEOPLE
Spokesperson credibility varies by country; “Person like me” among the most credible spokespeople in China and South Korea
Academic or expert
Technical expert in the company
A person like yourself
CEO
Financial or industry analyst
Regular employee
NGO representative
Government official or regulator
80%
74%
69%
68%
68%
59%
50%
44%
INDIA
Technical expert in the company
Academic or expert
CEO
A person like yourself
NGO representative
Regular employee
Financial or industry analyst
Government official or regulator
42%
32%
24%
22%
18%
16%
14%
8%
JAPAN
Technical expert in the company
A person like yourself
Academic or expert
Financial or industry analyst
NGO representative
CEO
Regular employee
Government official or regulator
63%
54%
47%
43%
43%
29%
28%
16%
SOUTH KOREA
32 © Edelman, 2012. All rights reserved.
CEO credibility returns to low of 2009 in South Korea and drops even further in Japan
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
22%
23%
17%
26%
34% 27%
18%
23%17%
26%
35%
21%
34%
44%
44%
51%46%
45%
60%
66%60%
59%
83%
63%
37%41%
33%
53% 56%
28%37%
32%
46%
49%
68%
22%
U.S.
UK/France/Germany
China
India
South Korea
Japan
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 the U.S., UK/France/Germany, China, India, Japan and South Korea
CEO CREDIBILITY
33 © 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
Business LeadersGovernment Leaders
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%
Asia Pacific markets are more likely than other regions to trust both business and government leaders to tell the truth
34 © 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'
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
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
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
PLACES CUSTOMERS AHEAD OF PROFITS
TREATS EMPLOYEES WELL
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
19%
31%
23%
29%
41%
26%
30%
29%
26%
27%
32%
28%
26%
27%
48%
36%
36%
38%
39%
41%
46%
49%
50%
55%
57%
60%
61%
62%
62%
64%
67%
67%
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 25 country global total (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 25 country global total
Closing the gap on expectations
Business ImportanceCompany Performance
Globally, business not meeting public’s expectations
-31
-19
-37
-36
-34
-29
-33
-31
-26
-20
-23
-5
-12
-16
-17
-7
GLOBAL
35 © 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'
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
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
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
PLACES CUSTOMERS AHEAD OF PROFITS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
TREATS EMPLOYEES WELL
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
20%
31%
26%
24%
36%
26%
30%
28%
27%
26%
27%
33%
27%
28%
43%
35%
36%
38%
40%
42%
43%
47%
49%
52%
56%
58%
59%
59%
59%
61%
63%
63%-28
-20
-33
-32
-26
-32
-32
-29
-24
-19
-21
-7
-18
-14
-7
-16
Business also not meeting public’s expectations in Asia PacificGap
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 the Asia Pacific Region (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 the Asia Pacific Region
Closing the gap on expectations
Business ImportanceCompany Performance
ASIA PACIFIC REGION
APAC
36 © Edelman, 2012. All rights reserved.
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY
HAS TRANSPARENT AND OPEN PRACTICES
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
14%
16%
18%
18%
16%
19%
16%
17%
41%
52%
54%
56%
65%
65%
66%
67%
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 25 country global total; 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 25 country global total
Government ImportanceGovernment Performance
-50
-50
-46
-49
-38
-36
-36
-27
Government not meeting public’s expectations GLOBAL
37 © Edelman, 2012. All rights reserved.
ASIA PACIFIC REGION
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 Asia Pacific Region; 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 Asia Pacific Region
-45
-46
-44
-37
-36
-31
-33
-25
Gap
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
HAS TRANSPARENT AND OPEN PRACTICES
COMMUNICATES FREQUENTLY AND HONESTLY
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
64%
64%
62%
59%
56%
51%
51%
41%
19%
18%
18%
22%
20%
20%
18%
16%
And government not meeting public’s expectations in Asia Pacific
Government ImportanceGovernment Performance
APAC
38 © 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—especially in China, Hong Kong and Malaysia
39 © 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 and Asia Pacific region
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
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%)
40 © Edelman, 2012. All rights reserved.
41 © Edelman, 2012. All rights reserved.
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
42 © Edelman, 2012. All rights reserved.
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 25 country global total; 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 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total
1) Delivers consistent financial returns
2) Innovator of new products
3) Highly regarded, top leadership
3) Ranks on a global list
5) Partners with third parties
CURRENT TRUST BUILDING FUTURE TRUST
1) Listens to customer needs and feedback
1) High quality products or services
4) Places customers ahead of profits
4) Takes actions to address issue or crisis
3) Treats employees well
9) Works to protect/ improve environment
6) Has ethical business practices
7) Has transparent and open business
12) Innovator of new products
8) Communicates frequently and honestly
10) Addresses society's needs
11) Positively impacts the local community
15) Ranks on a global list
13) Highly regarded, top leadership
14) Delivers consistent financial returns
16) Partners with third parties
Societal
Operational
47% TRUST BUSINESS
Business: from license to operate to license to leadGLOBAL
SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST
CURRENT TRUSTDRIVEN BY OPERATIONAL ATTRIBUTES
43 © Edelman, 2012. All rights reserved.
Business: from license to operate to license to leadASIA PACIFIC REGION
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 the Asia Pacific Region; 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 the Asia Pacific Region (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of the general population
51% TRUST BUSINESS
1) Delivers consistent financial returns
2) Innovator of new products
3) Ranks on a global list
4) Highly regarded, top leadership
5) Partners with third parties
1) High quality products or services
1) Listens to customer needs and feedback
3) Takes actions to address issue or crisis
4) Treats employees well
4) Has ethical business practices
4) Has transparent and open business
7) Places customers ahead of profits
8) Communicates frequently and honestly
9) Works to protect/improve environment
10) Addresses society's needs
11) Positively impacts the local community
12) Innovator of new products
13) Delivers consistent financial returns
14) Highly regarded, top leadership
15) Ranks on a global list
16) Partners with third parties
CURRENT TRUST BUILDING FUTURE TRUST
Societal
Operational
APAC
SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST
CURRENT TRUSTDRIVEN BY OPERATIONAL ATTRIBUTES
44 © Edelman, 2012. All rights reserved.
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
45 © Edelman, 2012. All rights reserved.