Barómetro sobre CONFIANZA de Edelman 2016

Global Report

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

3

Trust in Retrospect

Rising Influence of NGOs

2001

Business Must Partner with Government to Regain Trust

2009

Fall of the Celebrity CEO

2002Earned Media More Credible Than Advertising

2003U.S. Companies in Europe Suffer Trust Discount

2004Trust Shifts from “Authorities” to Peers

2005“A Person Like Me” Emerges as Credible Spokesperson

2006Business More Trusted Than Government and Media

2007Young Influencers Have More Trust in Business

2008

Trust is Now an Essential Line of Business

2010Rise of Authority Figures

2011Fall of Government

2012Crisis of Leadership

2013Business to Lead the Debate for Change

2014Trust is Essential to Innovation

2015

Growing Inequality of Trust

2016

4

48

42

26

35

20

12

Trust MattersPercent who engage in each behavior based on trust

68

59

41

38

37

18

Behaviors for Distrusted Companies Behaviors for Trusted Companies

Refused to buy products/services

Criticized companies

Shared negative opinions

Disagreed with others

Paid more than wanted

Sold shares

Chose to buy products/services

Recommended them to a friend/colleague

Shared positive opinions online

Defended company

Paid more

Bought shares

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, 28-country global total, 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, 28-country global total, question asked of half the sample.

most trusted content creators: #1

Friends and Family

most trusted media source: #1

Online Search Engines

1 State of Trust

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.

6

51 48 45 41

55 5347 42

6357

51 48

67 6357

51

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

NGOs Business Media Government

+4 +6 +6 +3Informed

Public

General Population

2015 2016

+4 +5 +2 +1

7

6064 65

6366

5053 54

5155

2012 2013 2014 2015 2016

4648

4548

51

3841

3942 43

2012 2013 2014 2015 2016

54

58 5856

62

4750 49 49

53


Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

53

57

5351

56

46

49 4846

49

NGOs

Government

Media

Business

Post-Recession HighsInformed Public

GeneralPopulation

55 Global 60 Global82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia

84 UAE79 India78 Indonesia75 China65 Singapore64 Netherland

s

49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan

48 Italy48 S. Africa47 Hong Kong47 S. Korea46 U.K.45 Argentina45 Poland45 Russia45 Spain45 Sweden40 Turkey37 Ireland37 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:Informed Public Drives ReboundAverage 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

8

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

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico

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

s61 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


InformedPublic

GeneralPopulation

60 Global 50 Global

9

Trusters

Neutrals

Distrusters


73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico

55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland

71 China65 UAE62 India62 Indonesia62 Singapore

56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil

Trust Index:Mass Population Left BehindAverage trust in institutions, Informed Public vs. General Population vs. Mass Population

For the mass population,

17 of 28 countries are distrusters


GeneralPopulation

MassPopulation

50 Global 48 Global


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

s61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea

InformedPublic

60 Global For the mass population, the

global index falls into distruster territory

10

Trusters

Neutrals

Distrusters

2 Trust Inequality

12

2012 2013 2014 2015 2016

53

58

56 56

60

44

4746 46

48

A Significant Divide

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.

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

Public

MassPopulation

12pt Gap

9pt Gap

in trust inequality--which jumps to a 5-point increase among the GDP5

3-point increase

13

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

Glo

bal 2

5

GD

P 5

Fran

ce

U.K

.

U.S

.

Spa

in

Mex

ico

Sin

gapo

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S. K

orea

Mal

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Indi

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Chi

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Bra

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Ger

man

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Aus

tralia

Irela

nd

Rus

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Pol

and

Can

ada

Japa

n

Indo

nesi

a

Italy

Arg

entin

a

UA

E

Hon

g K

ong

Net

herla

nds

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

Sw

eden

3

5

12

10

8 87

4 4 43 3 3 3

2 21 1

0 0

-2 -2-3

-4 -4 -4-5

14

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.

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

CountryInformed

PublicMass

Population GapU.S. 64 45 19U.K. 57 40 17

France 55 39 16India 78 62 16

Australia 63 47 16Mexico 72 57 15

Italy 58 47 11China 82 71 11Brazil 58 48 10

Ireland 49 39 10Netherlands 62 52 10

Sweden 46 36 10S. Africa 54 44 10S. Korea 50 40 10

Singapore 72 62 10

15

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

Glo

bal

GD

P 5

U.S

.

Fran

ce

Bra

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Indi

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Net

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Rus

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U.K

.

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Sin

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Japa

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Hon

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ong

Turk

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Sw

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Spa

in

Pol

and

Col

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a

Mex

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Irela

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Sou

th A

frica

UA

E

Arg

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a

Sou

th K

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Ger

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Indo

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Aus

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Mal

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Can

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Chi

na

6057

7164

78 78

68

49 52

6267

4945 46

50 53

40

7479

46

65 68

59

3844

80

5562

58

71

4642 40

35

5256

48

30 33

4550

32 31 3237

40

27

6269

36

5659

51

3037

73

4855 52

66

19192022262931

Low-income respondents

High-income respondents

16

50%

Glob

al

GDP

5

Japa

n

Fran

ce

Germ

any

U.K.

Aust

ralia

Italy

S. K

orea

Neth

erla

nds

Swed

en

Pola

nd

Hong

Kon

g

Cana

da

Russ

ia

U.S.

Sing

apor

e

Turk

ey

Irela

nd

S. A

frica

Spai

n

Mal

aysia

Mex

ico

Arge

ntin

a

Braz

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Chin

a

UAE

Indo

nesia

Colo

mbi

a

Indi

a

55

46

19 2128

4841

45 4247

44

57

4650

46

63

52 49

58 55 5551

6962 64

73 7379 81

87

47

37

1520

2431 31 33 33 34 34 36 36 37

3945 46 47 49 49 49

5764 64 65

69 7074

81 83

In 19 of 28 countries, less than half of Mass Population think they will be better off in five years

Mass Population Less Optimistic

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

PublicMassPopulation

17 10 12 13 10 21 10 13 18

3 Inversion of Influence

18

MassPopulation

The Inversion of Influence

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.

85% of population

48 Trust Index

15% of population

60 Trust IndexInformed

Public

19

Search

TV

Social

Newspapers

Magazines

Blogs

71

69

67

45

32

28

Influence of Peer-Driven Media

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 search engines, 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.

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

Peers Recommend Companiesand Influence Purchasing

20

Actions taken in the last 12 months based on trust

recommended companies to a friend/colleague59%

Impact of conversations about brands with peers

make decisions/overcome concerns/warn me about risks75%

Source: 2015 Earned Brand Study of Global Consumers

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, 28-country global total, question asked of half the sample.

Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns about my data being collected / my privacy being respected.’]

General Population

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, 27-country global total.

21

63 64

57

5048

41

50

39

33

6764 63

53 5249 48

44

35

Peers, Employees More Credible than LeadersPercent who rate each spokesperson as extremely/very credible

2015 2016

+8

Technical expert

Academic expert

A person like

yourself

Financial industry analyst

Employee CEO NGO representative

Board of Directors

Government official/regulator

CEO credibilityincreased the most

General Population

+6

4 An Opportunity for Business


23

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

51 48 45 41

55 5347 42

6357

51 48

67 6357

51


+4 +6 +6 +3

+4 +5 +2 +1

Informed Public

General Population

2015 2016Business closing NGO’s

long-held lead in trust

24

6357

51 48

67 6357

51

6369

62

47

51 48 45 41

55 53 4842

5561

56

41


Business Most Trusted to Keep PacePercent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016

Informed Public

General Population

Trust2016

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), Informed Public and General Population, 27-country global total. 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, 28-country global total.

Business in the lead

Trust2015

25

50%

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) General Population, 27-country global total.


Glob

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7

GDP5

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Indo

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Chin

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Indi

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UAE

Braz

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S. A

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Sing

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Italy

Cana

da

Arge

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Aust

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U.S.

Spai

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Swed

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Germ

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Pola

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48 47

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68 6559 56 57

48 5143 46

51

3644

30

46

3640

32

4238 36 37

30

60 5753 50

7671 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38

33

58 56

Global Increase in Business TrustPercent trust in business, 2015 vs. 2016

Increased or equal trust in business in 25 countries

+12 +12 +10 +12 +16 +10

General Population

2015 2016

Industry 2012 2013 2014 2015 20165 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% 840%

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

General Population

26

27

Higher trust in business in 21 countries

Glob

al

GDP

5

Mex

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Indo

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Colo

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S. A

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53 50

7671 70 69

6460 58 57 56 56 53 52 51 48 46 46 46 43 43 42

3842

70 6760

39 3833

4246

32

58

32

65

2116

39

30

5349

26

4539

26

45

36

24

3932

39

19

42

79 8074

45

53

35

50%

Business vs. Government

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) General Population, 28-country global total.


Percent trust in business vs. government, 2016, ranked by trust in businessBusiness Government

General Population

Business Must Lead to Solve Problems

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, question asked of half the sample..

80% agree

“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

up from 74% in 2015

General Population

28

29

Access to education/training

Address income inequality

Access to healthcare

Protecting/improving the environment

Reducing poverty

Supporting human & civil rights

Modern infrastructure

E

E

P

H

Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample.

Societal Expectations VaryMost important issue for business to address in each country

Canada

Brazil

Germany

FranceChina

U.S.

Poland

Argentina

Sweden

Mexico

U.K.Ireland

Netherlands

Turkey

Singapore

Hong Kong

MalaysiaColombia

Japan

Australia

Russia

S. KoreaItaly

Spain

Indonesia

UAE

S. Africa

India

General Population

R

I

IE

E

R

H

E

EE

EE

P

P

E

H

P

E

H

H

H

E

E

E

E

E

P

I

H

E

I

5 Leadership in aDivided World

31

Addressing Trust Inequality

Actions

ValuesEmployeeAdvocacy

EngagementTrust

ActionsLeadership in a Divided World:

33

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.

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

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, 28-country global total, question asked of half the sample.

34

Purpose and Profits MatterPercent who agree that CEOs should be personally visible in discussing…

8 in10Societal Issues

‣ Income inequality‣ Public policy discussions‣ Personal views on

societal issues

7 in10Financial Results

General Population

35

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, 28-country global total.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces economic growth

Contributes to the greater good

Allows me to be a productive member of society

Fails to contribute to the greater good

Lacks economic growth

No public services

59%

45%

40%

50%

39%

36%

General Population

ValuesLeadership in a Divided World:

Integrity 51 27 24Exhibits 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 25Treats 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 12Places 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 15Is 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 9Attracts 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

37

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.

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

38

cannot name any CEOs*

60% of global respondents

North AmericaHonest 59%

Ethical 48%

Competent 26%

Transparent 26%

Sincere 24%

Latin AmericaEthical 47%

Honest 44%

Competent 36%

Visionary 34%

Innovative 33%

EuropeHonest 53%

Competent 43%

Experienced 28%

Ethical 27%

Transparent 27%

APACHonest 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, 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.

62%65%70%79%

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 nine-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”. [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 nine-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, question asked of half the sample.

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

both directly (86%) and via media (75%)

General Population

39

CEOs must engage

EmployeeAdvocacy

Leadership in a Divided World:

41

25 27

19

2528

33

27 2824

28

37

3132 30

48

24 25 2621 21 22 23

2016

19 1914

19 18 18

8 9 813

10 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.

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings & operational performance

Business practices/crisis handling

Treatment of employees/customer

Partnerships/Programs to address societal issues

Views on industry issues

Employees Most Trusted

General Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

42

Glob

al

GDP

5

Japa

n

Russ

ia

Fran

ce

Swed

en

Aust

ralia

S. K

orea

Pola

nd U.K.

Italy

Hong

...

Irela

nd

Germ

any

Neth

erl..

.

Spai

n

Turk

ey

Cana

da U.S.

S. A

frica

Sing

apor

e

Mal

aysia

UAE

Indo

nesia

Braz

il

Arge

ntin

a

Chin

a

Indi

a

Colo

mbi

a

Mex

ico

6560

4048 48 50

54 55 56 57 58 59 60 62 62 63 64 64 6472 73 76 76 77 77 78 79 83 85 89

50%

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

43

Employees of companies NOT engaged in societal issues

Employees of 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 nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.

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

Recommend company as an employer

Stay working for the company

Confidence in the future of the company

Motivated to perform

Committed to achieving our strategy

Recommend products and services to others

Do the best possible job for the customer

57

61

60

62

68

66

78

Impact of Company

Engagement

12

21

19

22

24

22

25

90

87

87

84

84

83

82

General Population

Level of Employee Advocacy/Commitment

EngagementLeadership in a Divided World:

2012 2013 2014 2015 2016

58

53

44

63

46

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 thangeneral population

Industry 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

45

Millennials Gap

66 3

58 0

58 5

51 5

51 7

46

50%

My frie

nds a

nd fa

mily

An aca

demic

expe

rt

Compa

nies t

hat I

use

Emplo

yees

of a

compa

ny

A compa

ny C

EO

A jour

nalis

t

A well

-kno

wn onli

ne pe

rsona

lity

Electe

d officia

ls

Celebr

ities

Compa

nies I

don’t

use*

67 6153 46 39 46 40 34 30 26

7865 62 55 49 44 42 37 32 31

Every Voice Matters

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? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.

* Asked as “Brands I don’t use” in 2015.

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

+11

General Population

+10

2015 2016

47

Peers Influence Purchase

Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you?

The impact of online and offline conversations about brands with friends and other people like me

Source: 2015 Earned Brand Study of Global Consumers

purchase decisions at the moment of truth

75%

Build Inspiration %They give me a sense of community 16They get me 17

Push Consideration %They push me to try new things 25They suggest products/services 27They make me trust the brand more 29

Moment of Truth %They help me overcome concerns 37They help me make decisions 44They warn me about the risks 45

peersinfluence

48

Influence

The Inversion of Influence

Influence& Authority

Authority

Old Model

‣ Elites have access to more/better information

‣ Elites’ interests interconnected with those of mass

‣ Becoming an “elite” open to all

New Reality

‣ Peer-to-peer influence more powerful than top-down

‣ Increasing distrust among mass population

‣ Mass movements based on dissatisfaction and urgency

The Divide

‣ Democratization of information and more information

‣ High-profile revelations of greed and misbehavior

‣ Income inequality

49

Addressing Trust Inequality

TRUST

Influence

Authority

Actions

ValuesEmployeeAdvocacy

Engagement

Embracing the New Reality of Influence to Address Trust Inequality

‣ 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

Influence

TRUST

50

Leadership

TRUST

Thank You

Appendix 1:CEO Awareness

53

50%

Glob

al 2

8

GDP

5

Neth

erl..

.

U.K.

Aust

ralia

Arge

ntin

a

Italy

Swed

en

Cana

da

Fran

ce

Pola

nd

Germ

any

Japa

n

U.S.

Irela

nd

Russ

ia

Spai

n

Colo

mbi

a

Braz

il

Turk

ey

S. A

frica

Sing

apor

e

Mex

ico

Mal

aysia

Hong

...

Indo

nesia

Chin

a

UAE

Indi

a

S. K

orea

4752

71 68 64 63 59 58 58 58 57 57 56 54 52 48 48 46 46 4540 40 36 35 34 30

24 22 1812

Half Admit They Cannot Name a Single CEOPercent who say that they cannot name any CEOs:

Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and Informed Publics, 28-country global total.


Lower Awareness Higher Awareness

Majority acknowledge inability to name a CEO

General Population

Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public.

54

2016 Trust Barometer CEO Supplement: How Many Can They Actually Name?

‣ 10,0000+ respondents total

‣ All fieldwork was conducted between 4th - 14th December, 2015

‣ 10 Markets:

Online Survey in 10 Countries

Informed Public

‣ 500 respondents in U.S. and China; 200 in all other countries

‣ Represents 19% of total population at a global level

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 and public policy

General Online Population

‣ 1,000 respondents per country

‣ Ages 18+

‣ Germany‣ Australia‣ U.K.‣ Brazil‣ Japan

‣ France‣ U.S.‣ Mexico‣ China‣ India

55

50%

Global 10 Germany Australia U.K. Brazil Japan France U.S. Mexico China India

4857

6468

46

56 5854

36

2418

60

8074

68 65 64 63

53 50 4738

Percent who say they cannot name a CEO vs percent who cannot actually name a CEO

Less Than Half Can Actually Name a CEO

Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and Informed Public, 10-country total, and 2016 Edelman Trust Barometer CEO Supplementary Study Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country total.

General Population

Acknowledge inability to name a CEO

Cannot name a CEO

56

Global Top 10

Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and use their full names in the boxes below. General Population, [Open ended question, coded for industry sector] 10-country global total.

Percent who mention each CEO name, across all 10 markets

10% Mark Zuckerberg

8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim

3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2% Richard Branson

Only one CEO achieved double-digit recall

Appendix 2:2016 Trust Barometer Additional Data


56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil47 Hong Kong

44 U.S.43 Argentina42 Australia42 Germany42 Italy42 S. Africa40 Russia39 U.K.38 France38 S. Korea37 Sweden36 Poland36 Spain35 Turkey34 Japan32 Ireland

46 Global 49 Global68 India68 UAE67 Indonesia63 China60 Singapore53 Malaysia52 Canada52 Netherlands51 Mexico50 Brazil

Trust Index:General Population Relatively Steady in Most CountriesAverage trust in institutions, General Population 2015 vs. 2016

2015 2016

Trusters from 19% in 2015 to 21% in 2016

Trusters

Neutrals

Distrusters

58


Distrusters from 63% in 2015 to 57% in 2016

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico

59

50%

Glob

al

Mex

ico

Chin

a

Arge

ntin

a

Braz

il

Sing

apor

e

Cana

da

Mal

aysia

Spai

n

Italy

Sout

h Af

rica

Sout

h Ko

rea

U.S.

Aust

ralia

Fran

ce

Turk

ey UK

Pola

nd

Irela

nd

Neth

erla

nds

Germ

any

Japa

n

Swed

en

Colo

mbi

a

Hong

Kon

g

Indi

a

UAE

Indo

nesia

Russ

ia

51

63

54

6257 58 57 59

52 53 54 52 52 5255

4946 47

37

46

40

31

25

57

6560

64

30

55.0740740740741

7471 70

62 62 61 61 60 58 58 58 57 57 56 5550 50 49 49

45

34

26

63

57

64

59 57

27

NGO Trust Increases

Source: 2016 Edelman Trust Barometer Q11-14. [NGOs 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, 27-country global total.

Percent trust in NGOs, General Population, 2015 vs. 2016

General Population


+11 +17 +12

2015 2016

60

Glob

al

Mex

ico

Chin

a

Indi

a

Sing

apor

e

Arge

ntin

a

Fran

ce

S. K

orea

Aust

ralia

U.S.

Italy

Mal

aysia

S. A

frica

Spai

n

Hong

Kon

g

Neth

erla

nds

Germ

any

U.K.

Irela

nd

Pola

nd

Turk

ey

Swed

en

Japa

n

Colo

mbi

a

Cana

da UAE

Indo

nesia

Braz

il

Russ

ia

63

73 72 7471 71 71

68 66 65 6467

61 63 63 6259

5148

58 57

37

29

67

8177

70

38

67

8983

77 76 7572 72 72 72 72 71 70 68

64 6461 61 60 59 59

4440

68 6771

66 66

31

50%

NGO Trust Increases

Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [NGOs 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) Informed Publics, 27-country global total.

Percent trust in NGOS, Informed Public, 2015 vs. 2016

+16

Increased or equal trust in 22 countries

+11 +10 +12 +11 -10 -11

InformedPublic

2015 2016

61

50%

Source: 2016 Edelman Trust Barometer Q11-14. [BUSINESS IN GENERAL] [GOVERNMENT 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, 27-country global total.


Glob

al 2

7

GDP5

Mex

ico

Indo

nesia

Chin

a

Indi

a

UAE

Braz

il

S. A

frica

Sing

apor

e

Italy

Cana

da

Arge

ntin

a

Aust

ralia

U.S.

Spai

n UK

Fran

ce

Swed

en

Irela

nd

Japa

n

Turk

ey

Germ

any

Hong

...

Pola

nd

Russ

ia

S. K

orea

Mal

aysia

Neth

erl..

.

48 47

6470

58

68 6559 56 57

48 5143 46

51

3644

30

46

3640

32

4238 36 37

30

60 5753 50

7671 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38

33

58 56

Global Increase in Business TrustPercent trust in business, General Population, 2015 vs. 2016


+12 +12 +10 +12 +16 +10

General Population

2015 2016

62

50%

Global Increase in Business Trust

Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [BUSINESS 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) Informed Publics, 27-country global total.

Percent trust in business, Informed Public, 2015 vs. 2016

+12 +10 +11 +10 +15 +17 +13 +14 +16 +10 +13 -12

Increased or equal trust in 22 Countries

InformedPublic

Glob

al

Indi

a

Mex

ico

Chin

a

Braz

il

S. A

frica

U.S.

Sing

apor

e

Italy

Aust

ralia

U.K.

Cana

da

Fran

ce

Spai

n

Arge

ntin

a

Pola

nd

Turk

ey

Irela

nd

Germ

any

Russ

ia

Hong

Kon

g

S. K

orea

Colo

mbi

a

Indo

nesia UA

E

Mal

aysia

Neth

erla

nds

Swed

en

57

84

72 7073

6460 61

5348

5247 45 43

46 4841

3845 45

4236

84 85

67 66

49

63

8784

8075 75

70 68 6865

60 60 59 5955

52 51 5147 46

4337

81 8073

6762

46

2015 2016

+12 +10 +11 +10 +15 +17 +13 +19 +16 +10 +13

63

50%

Glob

al

Chin

a

Sing

apor

e

Mex

ico

Cana

da

Neth

erla

nds

Braz

il

Arge

ntin

a

Italy

Spai

n

US

Sout

h Af

rica

Sout

h Ko

rea

Aust

ralia

Irela

nd

Japa

n UK

Swed

en

Turk

ey

Colo

mbi

a

Indi

a

Indo

nesia UA

E

Hong

Kon

g

Mal

aysia

Germ

any

Fran

ce

Russ

ia

Pola

nd

44.7037037037037

64

55

4852 54

51

4541 42

39 41 41

3431 30

3328

18

70 68

62

5046 45

3942

38

47.4814814814799

73

60 5855 55 54 53

50 49 47 45 43 4239 38 36

31

23

55

63 6359

47 45 44

38 3834

Media Increases

Source: 2016 Edelman Trust Barometer Q11-14. [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, 27-country global total.

Percent trust in media, General Population, 2015 vs. 2016

General Population

+10

Increased trust in 18 countries

2015 2016

64

50%

Glob

al

Chin

a

Mex

ico

Braz

il

Sing

apor

e

Cana

da

Mal

aysia

U.S.

S. A

frica

Arge

ntin

a

Italy

Aust

ralia

Spai

n

Hong

Kon

g

S. K

orea

U.K.

Germ

any

Irela

nd

Japa

n

Swed

en

Turk

ey

Colo

mbi

a

Indi

a

Indo

nesia UA

E

Neth

erla

nds

Fran

ce

Russ

ia

Pola

nd

51

77

57 5659

47 4643

52

40

4843

4741

50

38

45

3431

34

20

7680 79

62

51

44 42

57

81

72

6469

61 59 59 57 56 55 54 53 53 52 5249 47

3936

31

62

7370 68

59

49

3834

Global Increase in Media Trust

Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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) Informed Publics, 27-country global total.

Percent trust in media, Informed Public, 2015 vs. 2016

Increased trust in 20 Countries

+15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10

InformedPublic

2015 2016

65

50%

Glob

al 2

7

Chin

a

Sing

apor

e

Cana

da

Russ

ia

Aust

ralia

Hong

Kon

g

Turk

ey US

Japa

n UK

Sout

h Ko

rea

Mex

ico

Irela

nd Italy

Arge

ntin

a

Spai

n

Sout

h Af

rica

Colo

mbi

a

UAE

Indi

a

Indo

nesia

Neth

erla

nds

Swed

en

Germ

any

Mal

aysia

Fran

ce

Braz

il

Pola

nd

41.1851851851852

75

68

4751

37

4441

35 36 3430 28

2227

23

15 16

83

6865

5148

4046

2732

23

42.2592592592593

7974

53 53

45 4542

39 3936 35

32 32 3026 26

16

32

80

65

58

4945

39 39

2421 19

Government Increases Slightly

Source: 2016 Edelman Trust Barometer Q11-14. [GOVERNMENT 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, 27-country global total.

Percent trust in government, General Population, 2015 vs. 2016

General Population

Increased/equal trust in 17 countries

+10 +11 -11

2015 2016

66

50%

Government Trust Increases in Some Countries

Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [GOVERNMENT 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) Informed Publics, 27-country global total.

Percent trust in government, Informed Public, 2015 vs. 2016

Increased trust in 15 Countries

+16 +11 +12 +14 +10 +15 -11

InformedPublic

Glob

al

Chin

a

Sing

apor

e

Cana

da

Aust

ralia

U.K.

U.S.

Hong

Kon

g

Turk

ey

Mex

ico

Irela

nd

Japa

n

S. K

orea

Italy

Spai

n

Arge

ntin

a

Colo

mbi

a

UAE

Indi

a

Indo

nesia

Neth

erla

nds

Swed

en

Russ

ia

Germ

any

Fran

ce

Mal

aysia

Braz

il

Pola

nd

S. A

frica

48

82

70

49 4943 41 42 41

3326

4033

28 2621

90

82

7265

5954

50

4245

3730

16

51

86

76

6560

55 55

47 4643 41 41

3835

3227

35

8277

6663

5853

4540

3430

2215

2015 2016

+16 +11 +12 +14 +10 +10 +11

67

Family Business Most Trusted

Source: 2016 Edelman Trust Barometer Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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.

Trust in different types of business

Global

52%

66%

46%

Asia Pacific

59%54%52%

Europe

41%

72%

41%

North America

52%

80%

47%

Latin America

57%

76%

40%

Public Companies

Family-owned

State-owned

General Population

68

Cana

da

Swed

en

Switz

erla

nd

Germ

any

Aust

ralia

U.K.

Japa

n

Neth

erl..

.

U.S.

Fran

ce

Italy

Spai

n

Sout

h K.

..

Chin

a

Braz

il

Indi

a

Mex

ico

66 66 66 64 62 62 60 59 56 5447 45

42

33 31 30 29

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.

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

Integrity 54 31 23Has Ethical Business Practices 51 31 24

Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23

Has Transparent And Open Business Practices 55 31 24

Engagement 55 32 23Treats Employees Well 58 33 25

Listens To Customer Needs And Feedback 58 33 25

Places Customers Ahead Of Profits 55 31 24

Communicates Frequently And Honestly On The State Of Its Business 48 29 19

Products 49 34 15Offers High Quality Products Or Services 58 35 23

Is An Innovator Of New Products, Services Or Ideas 41 32 9

Purpose 43 28 15Works To Protect And Improve The Environment 50 30 20

Creates Programs That Positively Impact The Local Community 44 29 15

Addresses Society's Needs In Its Everyday Business 45 29 16

Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10

Operations 37 28 9Has Highly-Regarded And Widely Admired Top Leadership 39 27 12

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9

Delivers Consistent Financial Returns To Investors 36 28 8

Trust-Building AttributesCompany Importance vs. Performance

%Performance

%Importance Gap

General Population

69

Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? 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” in a company. (Top 2 Box, Importance) Q114-129 Please rate businesses in general 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". (Top 2 Box, Performance) General Population, 28-country global total.

Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample.

70

Societal Expectations VaryPercent who agree that each is an important issue for business to address

U.S.

Canada

Mexico

Brazil

Argentina

U.K.

Germany

France

Italy

Spain

Ireland

Netherlands

Poland

Sweden

Russia UAE

South Africa

Turkey

India

China

Japan

S. Korea

Indonesia

Australia

Singapore

Hong Kong

Malaysia

Columbia

Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89Improving access to food, potable water and housing

79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89

Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88Creating and maintaining a modern infrastructure 80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88

Supporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86

Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85

Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84

Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84Developing better solutions for immigrants, refugees and migrant workers

67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81

Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79

Barómetro sobre CONFIANZA de Edelman 2016

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Transcript of Barómetro sobre CONFIANZA de Edelman 2016