power & responsibility. - digitalagenda...2018/10/02 · 3 trust is essential to innovation...
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POWER & RESPONSIBILITY.We are Edelman Purpose &
Technology
2
2018 Edelman Earned
Brand
8 Markets
Brazil, China, France, Germany, India, Japan, the U.K. and the U.S.
All data is nationally representative based on age, region and gender
40,000 respondents via Online and Mobile Survey,
Fieldwork: July 10 – July 20, 2018
2018 Edelman
Trust Barometer
WHAT THE PEOPLE SAID.
METHODOLOGY
How brands can earn, strengthen and
protect consumer-brand relationships
The global state of trust
28 Markets
18 years of data
33,000+ respondents total via online survey, representing 85% of total global
population
Fieldwork: October 28 – November 20 2017
3
Trust is essential to Innovation
2 0 1 5
Growing Inequality of trust
2 0 1 6
Trust in
Crisis
2 0 1 7
The battle
for truth
2 0 1 8
Business
to lead the
debate for
change
2 0 1 4
TRUST IS INTRANSITION
Source: 2018 Edelman Trust Barometer. TRU_INS. 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, 28-market global total.4
Percent trust in each institution, and change from 2017 to 2018
NO RECOVERY IN TRUST
53 52
41 43
53 52
43 43
6765
53 53
64 64
53 53
-3 -1 0 0
Business MediaNGOs Government
0 0 +2 0
Informed
Public
General
Population
20182017
Y-to-Y Change− +0
A POLARIZATION OF TRUST
Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a market's trust in the
institutions
of government, business, media and NGOs. General
population,
28-market global total.6
Average trust in institutions, general population, 2017 vs. 2018
Trust Index
A WORLD OF DISTRUST
Global Trust Index remains at distruster level
20 of 28 markets are distrusters, up 1 from 2017
Biggest changes in
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 The Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
U.S. -9
China +7
S. Korea +6
UAE +6
Italy -5
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
Trust decline in the U.S. is
the steepest ever measured
48 Global
74 China
71 Indonesia
68 India
66 UAE
58 Singapore
54 Mexico
54 The Netherlands
53 Malaysia
49 Canada
47 Argentina
47 Colombia
47 Spain
46 Turkey
45 Hong Kong
44 Brazil
44 S. Korea
43 Italy
43 U.S.
41 Germany
41 Sweden
40 Australia
40 France
39 Poland
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
2017General Population
2018General Population
Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a market's trust in the
institutions
of government, business, media and NGOs. Informed public,
28-market global total. 7
Average trust in institutions, informed public, 2017 vs. 2018
Trust Index
Informed PublicDeclines to Neutral
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 The Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
2017Informed Public
2018Informed Public
Biggest changes in
U.S. -23
Argentina +9
Sweden +9
Malaysia +8
Turkey +7
U.S. Trust Index crashes
23 points
A 1-point decline in the Global Trust
Index
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
59 Global
83 China
81 Indonesia
77 India
76 UAE
70 Singapore
67 The Netherlands
65 Malaysia
65 Mexico
62 Canada
60 Argentina
57 Italy
57 Turkey
56 France
56 Sweden
55 Australia
55 Spain
54 Germany
52 U.K.
51 Brazil
50 Colombia
50 S. Korea
49 Hong Kong
48 Ireland
48 Poland
47 Russia
46 Japan
45 S. Africa
45 U.S.
Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four
institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to
the Technical Appendix.8
Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018
A WORLD MOVING APART
2013 2014 2015 2016 2017 2018
# of markets
with extreme
Trust Gains
# of markets
with extreme
Trust Losses
+
–
9
6
13
9
12
6
6
21
2
4
2
IN SEARCH OF TRUTH
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement
using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General
population, 28-market global total.
10
Percent who worry about false information or fake news being used as a weapon
WORLD WORRIED ABOUT FAKE NEWS AS A WEAPON
Pope criticizes
spread of fake news
Fake news disrupts
elections in South Africa
Germany passes a law
that fines social media
companies for failing to
delete fake news
Singapore announces
plans to introduce
laws designed to
fight fake newsworry about false
information or fake news
being used as a weapon
7 in 10
Canadian Conservative
leader’s campaign
manager roots out
enemies using fake news
Nearly
55-60 61-65 66-70 71-75 76-80
France
Sweden
Netherlands
Canada
Ireland
Japan
Germany
Italy
Singapore
S. Africa
UAE
U.K.
Australia
Hong Kong
Poland
Turkey
Brazil
India
Colombia
Malaysia
S. Korea
U.S.
China
Russia
Mexico
Argentina
Spain
Indonesia
43
30 31 32 32 32 33 33 34 35 3539 40 42 42 43 43 43 44 45 47 48 49
5255 56
61
6871
Glo
ba
l 2
8
Turk
ey
Au
str
alia
Ja
pa
n
Sw
ede
n
U.K
.
Fra
nce
Ire
land
Po
land
Ru
ssia
S. A
fric
a
Arg
entina
S. K
ore
a
Ge
rma
ny
U.S
.
Bra
zil
Co
lom
bia
Ho
ng
Ko
ng
Sp
ain
Ita
ly
Ma
laysia
Me
xic
o
Ca
na
da
Sin
ga
po
re
The
Ne
therla
nd
s
UA
E
India
Indo
ne
sia
Chin
a
Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] 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-market global total.11
Percent trust in media, and change from 2017 to 2018
MEDIA NOW LEAST TRUSTED INSTITUTION
TrustNeutralDistrust
Distrusted in 22 of 28 of markets
l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 25-market global total.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.12
Percent trust in each source for general news and information, 2012 to 2018
WHILE TRUST IN PLATFORMS DECLINES,
TRUST IN JOURNALISM REBOUNDS
Platforms
-2
Journalism
+5
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
54
52
54
51
56
54
59
53
50
53
54
54
53
51
2012 2013 2014 2015 2016 2017 2018
33 33 35 36 3740 40 42 43
46 47 47 48 49 51 53 53 54 54 5558
62 62 6468 68
71 73
Ire
land
Sw
ede
n
Au
str
alia
U.K
.
Ja
pa
n
Fra
nce
Ge
rma
ny
U.S
.
Ca
na
da
S. A
fric
a
Ru
ssia
The
Ne
therla
nd
s
S. K
ore
a
Ho
ng
Ko
ng
Po
land
Ita
ly
Sp
ain
Arg
en
tin
a
Sin
ga
po
re
Turk
ey
Ma
laysia
Co
lom
bia
UA
E
Bra
zil
Ch
ina
Me
xic
o
Indo
ne
sia
Ind
ia
Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. MED_NEW_CSP. How do
you normally get your news? (callout is net of codes 2, 5 and 7), question asked of half of the sample. General population, 28-market global total.
Platforms is an average of search engines and social media.
13
Average trust in search engines and social media platforms, and change from 2017 to 2018
TRUST IN PLATFORMS DECREASED IN 21 OF 28 COUNTRIES
65% receive news
through platforms
such as social media
feeds, search or news
applications
llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5
Steepest
decline in U.S.
Y-to-Y Change− +0
TRUST IN TECHNOLOGY
1
4
TECHNOLOGY MOST TRUSTED BUSINESS SECTOR
Industry 2014 2015 2016 2017 2018
5 yr.
Trend
Technology 75% 73% 74% 75% 74% -1
Health Care - - 62% 66% 64% -
Energy 57% 56% 58% 62% 63% +6
Food And Beverage 64% 63% 64% 66% 63% -1
Telecommunications 61% 59% 60% 63% 63% +2
Automotive 69% 66% 60% 65% 62% -7
Entertainment 64% 63% 64% 64% 62% -2
Consumer Packaged Goods 61% 60% 61% 63% 60% -1
Financial Services 48% 48% 51% 54% 54% +6
Source: 2018 Edelman Trust Barometer. TRU_IND. 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), industries shown
to half of the sample. General Population, 27-market global total.
Trust in each sector, and change from 2014 to 2018
2014 2015 2016 2017 2018
TrustNeutralDistrust
Change, 2014 to 2018− +0
Source: 2018 Edelman Trust Barometer. DRV_TEC_GEN. How well do you think the technology industry is performing on the behaviors listed below? Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 box, Performing Well), question asked of one-fifth of the sample. General population, 28-market global total.
16
Percent who believe the technology industry performance is performing well on each behavior, 2018 and 2017, and change from year to year
TECH SECTOR LOSING GROUND ON KEY BEHAVIOURS
20182017
79
76
73
68
68
71
70
67
64
57
53
53
Y-to-Y Change− +0
-18
-15
-11
-9
-9
-9
Largest performance
decreases among consumer
protection, transparency, and
representative leadership
Protects consumer data
Is transparent and authentic in
how it operates
Has leadership that effectively represents
the interests of all stakeholders
Contributes to the
greater good
Ensures quality control
Develops innovations that have a positive
impact on my life and the world
75
58 59
76
64 6467
7874 74 74
71
81
74
60
75
91
68
89 91
6871
89 88 86
7771
7681
Glo
bal
28
Irel
and
Swed
en
Po
lan
d
Ger
man
y
U.K
.
Fran
ce
Ital
y
The
Net
her
lan
ds
Spai
n
U.S
.
Can
ada
Mal
aysi
a
Sin
gap
ore
Jap
an
S. K
ore
a
Ch
ina
Ho
ng
Ko
ng
Ind
ia
Ind
on
esia
Au
stra
lia
Ru
ssia
Mex
ico
Co
lom
bia
Bra
zil
Arg
enti
na
Turk
ey
S. A
fric
a
UA
E
Source: 2018 Edelman Trust Barometer. TRU_IND. 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), industries shown to half of the sample. General population, 28-market global total.
Percent trust in the technology sector, and change from 2017 to 2018
TRUST IN TECHNOLOGYDECLINES IN 18 OF 28 MARKETS
l llllllllllllllllllllllllllll-1 -1 -4 +10 +1 -5 -3 -1 -5 +2 -1 -1 0 -7 -3 +7 +3 -10 -3 -2 -3 -1 +2 +1 +4 0 -6 -3 -2
TrustNeutralDistrust
Y-to-Y Change− +0
Trusted in 26 markets
EU APAC LATAM
80
57
70
87
6669 67
7781
75
67
74
9388
76
8590
70
94 95
7882
92 90 89
7984
80 81
Glo
bal
28
Irel
and
Swed
en
Po
lan
d
Ger
man
y
U.K
.
Fran
ce
Ital
y
The
Net
her
lan
ds
Spai
n
U.S
.
Can
ada
Mal
aysi
a
Sin
gap
ore
Jap
an
S. K
ore
a
Ch
ina
Ho
ng
Ko
ng
Ind
ia
Ind
on
esia
Au
stra
lia
Ru
ssia
Mex
ico
Co
lom
bia
Bra
zil
Arg
enti
na
Turk
ey
S. A
fric
a
UA
E
Source: 2018 Edelman Trust Barometer. TRU_IND. 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), industries shown to half of the sample. Informed public, 28-market global total.
Percent trust in the technology sector, informed public, and change from 2017 to 2018
INFORMED PUBLIC TRUST IN TECHCONSIDERABLE DECLINES IN 16 OF 28 MARKETS
l llllllllllllllllllllllllllll-3 -11 +3 +12 -9 -6 -18 -9 0 -9 -19 -4 +8 +6 +3 0 -4 -14 -1 +1 -1 -2 +2 -1 +4 0 +1 -2 -9
TrustNeutralDistrust
Y-to-Y Change− +0
Trusted in 27 markets
EU APAC LATAM
52
75
4950 52
55 56
6367
Business Technology Blockchaintechnology
Self-drivingvehicles
Sharing economybusinesses
Virtual-realityplatforms
Artificialintelligence
Internet of things Mobile/smartphone appdevelopers
TRUST IN TECHNOLOGY SUB-SECTORS LAGS TECH SECTOR OVERALL
Percent trust in business, technology sector and technology sub-sectors, and change from 2017 to 2018
-2+10 0 N/A+3N/A-10
Y-to-Y Change− +0
TrustNeutralDistrust
Source: 2018 Edelman Trust Barometer. TRU_INS. 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). TRU_IND. 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), industries shown to half of the sample. TRU_SUB_TEC.
Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
AN INDUSTRY IN FLUX
FAITH IN TECHNOLOGY
UNDIMINISHED
Since 2012, 74% of people
say they trust tech brands,
ten points higher than any
other sector.
BUT SCRUTINY IS INCREASING
Solutions such as AR and the
sharing economy have huge
potential to increase their
levels of trust.
HEADROOM FOR MORE
Tech is failing to hit
expectations in transparency,
inclusivity and contributing to
the greater good.
NAVIGATING APOLARIZED WORLD
63 61
5450 50
47 46 4441 39
35
Source: 2018 Edelman Trust Barometer. CRE_PPL. 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), question asked of half of the sample. General population, 28-market global total.
22
Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018
VOICES OF AUTHORITY REGAIN CREDIBILITY
+3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6
Person like yourself
at all-time low
− Y-to-Y Change+0
Te
ch
nic
al e
xp
ert
Ac
ad
em
ic e
xp
ert
A p
ers
on
lik
e
yo
urs
elf
Fin
an
cia
l
ind
us
try a
na
lys
t
Su
cc
es
sfu
l
en
tre
pre
ne
ur
Em
plo
ye
e
NG
O
rep
res
en
tati
ve
CE
O
Bo
ard
of
dir
ec
tors
Jo
urn
ali
st
Go
ve
rnm
en
t
off
icia
l/re
gu
lato
r
Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top
4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO.
Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using
the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-market global total. 23
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO
BUSINESS IS EXPECTED TO LEAD
Percent who say that CEOs
should take the lead on change
rather than waiting for
government to impose it
60
64
68
69
For CEOs, building trust is job one
64%
Their company is trusted
Their products and services are high quality
Business decisions reflect company values
Profits and stock price increase
24
Innovation and the Earned Brand
2 0 1 5
The Consumer-Brand relationship
2 0 1 6
The rise of the
Belief-Driven
buyer
2 0 1 7
BRANDS TAKE A
STAND
2 0 1 8
25
19 24
18
33
6342
57Source: 2018 Edelman Earned Brand. Belief-driven buying segments. U.K..
See Technical Appendix for a full explanation of how belief-driven buying was measured.
Do you choose, switch, avoid or boycott a brand based on its
stand on societal issues? (Percent in each segment)
MORE THAN HALF NOW BELIEF-DRIVEN
BUYERS
SPECTATORSRarely buy on belief or punish brands for
taking a stand
LEADERSHave strongly-held, passionate beliefs. The
brands they buy are one important way they
express those beliefs
JOINERSDepending on the issue and the brand, they
will change their buying behavior based on
the brand’s stand
2017 2018
%
BELIEF-DRIVEN BUYERS
20pts+
Source: 2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
26
Percent who are belief-driven buyers, and year-to-year change
BELIEF-DRIVEN BUYING
NOW MAINSTREAM AROUND THE WORLD
Double-digit growth in 6 of 8 markets
Y-to-Y Change− +0
2017 2018
Majority in Every Market
51
73
56
65
50
39
47
37 37
64
78
69 6865
60 59 5754
8-marketaverage
China Brazil India France Japan U.S. U.K. Germany
+13 +17+20+12+21+15+3+13+5
27
Percent who are belief-driven buyers, and year-to-year change
BELIEF-DRIVEN MINDSET
NOW SPANS GENERATIONS Y-to-Y Change− +0
2017 2018
54
38
22
70
60
45
18-34 35-54 55+
+16 +22 +23More older consumers
now buying on belief
Source: 2018 Edelman Earned Brand. Belief-driven buying segments. U.K., by age.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
Belief-Driven Buying at All Ages
28
Percent who are belief-driven buyers, and year-to-year change
BELIEF-DRIVEN MINDSET
NOW SPANS INCOME LEVELS Y-to-Y Change− +0
2017 2018
More lower-income consumers
now buying on belief
34 35
46
58 58 59
Low Middle High
+24 +23 +13
Majority at All Incomes
(Bottom 25%) (50%) (Top 25%)
Source: 2018 Edelman Earned Brand. Belief-driven buying segments. U.K., by income.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
29
I believe brands can be a powerful force for change.
I expect them to represent me and solve societal problems.
My wallet is my vote.
Brand Democracy
Welcome to the new
Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
30
Percent who agree
PEOPLE BELIEVE IN BRANDS
AS AN EFFECTIVE FORCE FOR CHANGE
47Brands have
better ideas
for solving our
country’s problems
than government
39Brands can
do more
to solve social
ills than government
% %
Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
31
Percent who agree
PEOPLE BELIEVE
BRANDS WILL ANSWER THEIR CALL
It is easier for people
to get brands to address
social problems than to get government to take action
%
5473
62 6057
50 49
43
37
India Brazil China U.S. U.K. France Germany Japan
3232
Benetton and Act Up Paris,1993
The Power of
a Brand’s Stand
Source: 2018 Edelman Earned Brand. Q93. What, if anything, do you intend to do (or have you done) as a result of seeing this communication. 8-market average, among
those who saw a product ad vs. a brand ad.
33
Percent who express purchase intent after viewing a product or brand communication
YOUR STAND DRIVES PURCHASE INTENT
Product Features
44%
43%
Brand’s Stand
Purchase 22%
Consider in future 23%
Learn more online 17%
Purchase 22%
Consider in future 21%
Learn more online 19%
Net of: Net of:
Source: 2018 Edelman Earned Brand. Q93. What, if anything, do you intend to do (or have you done) as a result of seeing this communication. 8-market average, among
those who saw a product ad vs. a brand ad.
34
Percent who express intent to advocate for the brand after viewing a product or brand communication
YOUR STAND GETS PEOPLE TALKING
3226% %
Talk to friends or family 19%
Post online, like or
reply to the brand
12%
Talk to friends or family 24%
Post online, like or
reply to the brand
15%
Net of: Net of:
Product Features Brand’s Stand
Your Stand Matters to Them
Even at the Point of Sale
Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
35
Percent who agree
Brands should make it easier for
me to see what their values and
positions on important issues are
when I am about to
make a purchase
%
6079
69 68
56 56 5552
48
India Brazil China U.K. France U.S. Germany Japan
36
Define your purpose.
Take Your Stand.
Belief-driven buying is
now a mainstream
mindset across ages
and incomes
People believe that
brands can lead
societal change
A brand’s stand
drives purchase intent
and advocacy