2016 Edelman Trust Barometer. Canada Report

Transcription

1 2016 Edelman Trust Barometer Canada Report

2 THE STORIES THAT SHAPED 2015

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6 State of Trust

7 Trust Rising Per cent trust in the four institutions of government, business, media and NGOs, 2015 vs Informed Public NGOs Business Media Government Source: 2016 Edelman Trust Barometer Q 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, Canada. 7

8 Trust Inequality

9 Trust Index: Mass Left Behind Average trust in institutions, Informed Public vs. vs. Mass Trusters Neutrals Distrusters The Trust Index is an average of a country s trust in the institutions of government, business, media and NGOs. 28-country global total. 10 Informed Public 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland Mass 60 Global 50 Global 48 Global For the mass population, the global index falls into distruster territory 4 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland For the mass population, 17 of 28 countries are distrusters 9

10 MEDIA TRENDS

11 Transformed Media Landscape Trust in each source for general news and information Industry Millennials Gap Traditional Media 64% 2 Search Engines* 64% 6 Online-only Media** 56% 6 Owned media 45% 6 Social media 40% 9 Millennials even more trusting of digital media than general population Source: 2016 Edelman Trust Barometer Q 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) and Millennials, Canada, question asked of half the sample. *From , we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From , we included Hybrid as a media type. In 2016, we changed this over to Online-Only. 11

12 Every Voice Matters Per cent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs My friends and family An academic expert Companies that I use Employees of a company A journalist A company CEO A well-known online personality Elected officials Companies [brands] I don t use Celebrities Source: 2016 Edelman Trust Barometer Q 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), Canada, question asked of half the sample. * Asked as Brands I don t use in

13 The Inversion of Influence Authority & Influence 87% of Influence Trust Index 55 Mass Authority 13% of Trust Index 63 Informed Public Source: 2016 Edelman Trust Barometer Q 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, Canada. 13

14 TRUST IN BUSINESS

15 Canada Sweden Switzerland Germany Australia U.K. Japan Netherlands U.S. France Italy Spain South Korea China Brazil India Mexico Canadian Companies Among the Most Trusted Globally Trust in companies headquartered in each country, and percentage point change, 2012 vs Year Trend n/a 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), 25-country global total. 15

16 Sector Trends: Trust in All Sectors in Canada Decline Trust in each industry sector, Industry yr. Trend Technology 77% 71% 74% 73% 72% 5 Food & Beverage 71% 66% 69% 66% 66% 5 Consumer packaged goods 64% 60% 65% 62% 62% 2 Telecommunications 58% 58% 58% 55% 58% 0 Financial Service 56% 53% 57% 55% 56% 0 Automotive 61% 62% 65% 58% 55% 6 Energy 54% 55% 54% 53% 52% 2 Pharmaceutical 54% 47% 50% 46% 48% Source: 2016 Edelman Trust Barometer Q 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), Canada. *From , Pharma included as subsector(q61f-65f). **From , Pharma included as an industry sector (Q43-60) data recalibrated as a sector. 16

17 Business Must Lead to Solve Problems 84% agree up from 79% in 2015 A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates. Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree)., Canada, question asked of half the sample. 17

18 Purpose Impacts Trust Per cent who cite each as a reason for why their trust in business has increased or decreased Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased 61% Produces economic growth 61% Fails to contribute to the greater good 42% Contributes to the greater good 46% Does not help me and my family live a healthy life 38% Provides a range of public services + Has good leadership 45% Provides few/no public services Source: 2016 Edelman Trust Barometer Q For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year?, Canada. 18

19 WHO DO YOU TRUST?

20 Peers, Employees More Credible than Leaders Per cent who rate each spokesperson as extremely/very credible Informed Public 60% 64% 57% 65% 50% 54% 50% 45% 41% 48% 50% 39% 28% 35% 34% 41% 29% 32% CEO credibility increased the most Academic Expert Technical Expert A person like yourself Financial Industry Analyst Employee NGO representative CEO Government official/ regulator Board of Directors Source: 2016 Edelman. Trust Barometer Q 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) and Informed Public, Canada, question asked of half the sample. 20

21 What the Public Believes About CEOs Per cent who agree with each statement about CEOs 85% Need to make sure company delivers high-quality products/services 73% CEOs are too focused on short-term results 29% CEOs are fairly paid relative to the workforce 28% CEOs can relate to people like me Source: 2016 Edelman Trust Barometer Q Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree) and Informed Public, Canada. 21

22 Personal Values and History Matter Per cent who agree that each type of information is important in building trust in a CEO 81% 60% 60% 57% 57% 53% 53% 45% 40% Personal values Obstacles they have overcome Personal success story How education shaped them Philanthropic activities Lifestyle choices How they spend money Their families Hobbies/interests Source: 2016 Edelman Trust Barometer Q For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO s personal life outside of their business? Please use a 9-point scale where one means that attribute is not at all important to building your trust and nine means it is extremely important to building your trust. (Top 4 Box, Important), Canada, question asked of half the sample. 22

23 THE POWER OF THE EMPLOYEE Footer 23

24 Employees Are Essential Advocates Most trusted spokesperson to communicate each topic Employees Most Trusted Financial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Innovation efforts Views on industry issues Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership s accomplishments? Q611 A company s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company s stand on issues related to the industry in which it operates?, Canada, question asked of half the sample. 24

25 THREE KEY TAKEAWAYS

26 1 TRUST IS GROWING, BUT Canadians are more trusting than they ve been since 2012, but there s a disparity between the informed elites and the mass population 26

27 2 WINNING OVER THE ELITES ISN T ENOUGH The inversion of influence means all institutions should be looking for ways to improve trust among mass population. 27

28 STRONG FINANCIAL 3 PERFORMANCE IS NO LONGER ENOUGH The Trudeau Effect offers business a playbook of qualities to emulate 28

29 2016 Edelman Trust Barometer China and Hong Kong

30 State of Trust In China 30

31 Trust in China Rising Percent trust in the four institutions of government, business, media and NGOs, 2015 vs Informed Public NGOs Business Media Government Source: 2016 Edelman Trust Barometer Q 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, China. 31

32 Family Business in China: Big Trust Gap to Close Trust in different types of business Big Companies 80% 76% Family-owned State-owned 52% 47% 57% 40% 66% 52% 46% North America 72% Latin America 59% 54% 52% 79% 59% 73% 41% 41% Global Europe Asia Pacific China 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), 28-country global total. 32

33 Canada Sweden Switzerland Germany Australia U.K. Japan Netherlands U.S. France Italy Spain South Korea China Brazil India Mexico Developed Markets More Trusted Trust in companies headquartered in each country, and percentage point change, 2012 vs Year Trend n/a 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), 25-country/area global total. 33

34 The Evolving Role of the CEO Trust In Business

35 Business Must Lead to Solve Problems 87% agree up from 78% in 2015 A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates. Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree)., China, question asked of half the sample. 35

36 Purpose and Profits Matter Percent who agree that CEOs should be personally visible in discussing 81% Financial Results 85% Societal Issues Income inequality Public policy discussions Personal views on societal issues Source: 2016 Edelman Trust Barometer Q 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), China, question asked of half the sample. 36

37 Personal Values and History Matter Percent who agree that each type of information is important in building trust in a CEO 88% 88% 85% 80% Their personal values The obstacles they have overcome Their personal success story Their education and how it shaped them Source: 2016 Edelman Trust Barometer Q Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is not at all important to building your trust and nine means it is extremely important to building your trust. (Top 4 Box, Important), 28- country global total, question asked of half the sample. [Media Engagement net = Q507 Interviews with the media, and Q512 Sharing their views on a blog or on social media. Direct Engagement net = Q508 Communications with employees, and Participation in industry conferences. ] Q For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO s personal life outside of their business? Please use a 9-point scale where one means that attribute is not at all important to building your trust and nine means it is extremely important to building your trust. (Top 4 Box, Important), China, question asked of half the sample. 37

38 The Inversion of Influence: Engagement: Media Sources

39 Power of Peer-Driven Media Percent who use each media source several times a week or more Social TV of top 3 most-used sources of news and information are peerinfluenced media Search 68 Newspapers 50 Magazines 42 Blogs 41 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+), China, question asked of half the sample. 39

40 State of Trust In Hong Kong

41 Trust in Hong Kong fails to recover Percent trust in the four institutions of government, business, media and NGOs, 2012 vs Institutions 61 NGOs Media Government Business Source: 2016 Edelman Trust Barometer Q 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, Hong Kong. 41

42 Business trust in Hong Kong falling behind Percent trust in business, 2012 vs Business Hong Kong Singapore United Arab Emirates Source: 2016 Edelman Trust Barometer Q 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, Hong Kong, Singapore and UAE. 42

43 And trust in government also behind Percent trust in government, 2012 vs Government Hong Kong Singapore United Arab Emirates Source: 2016 Edelman Trust Barometer Q 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, Hong Kong, Singapore and UAE. 43

44 Trust In Business

45 Business must lead to solve problems 62% agree A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates. Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree)., Hong Kong, question asked of half the sample.

46 Purpose and profits matter Percent who agree that CEOs should be personally visible in discussing 54% Financial Results 56% Societal Issues Income inequality Public policy discussions Personal views on societal issues Source: 2016 Edelman Trust Barometer Q 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), Hong Kong, question asked of half the sample.

47 Personal values and history matter Percent who agree that each type of information is important in building trust in a CEO 75% 72% 68% 60% Their personal values The obstacles they have overcome Their personal success story Their education and how it shaped them Source: 2016 Edelman Trust Barometer Q Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is not at all important to building your Trust and nine means it is extremely important to building your Trust. (Top 4 Box, Important), 28-country global total, question asked of half the sample. [Media Engagement net = Q507 Interviews with the media, and Q512 Sharing their views on a blog or on social media. Direct Engagement net = Q508 Communications with employees, and Participation in industry conferences. ] Q For you to Trust a CEO, how important is it that you have information on each of the following aspects of the CEO s personal life outside of their business? Please use a 9-point scale where one means that attribute is not at all important to building your Trust and nine means it is extremely important to building your Trust. (Top 4 Box, Important), Hong Kong, question asked of half the sample.

48 Owned Media Drops Engagement: Media Sources

49 Transformed media landscape Trust in each source for general news and information 76 Media type Traditional Media Search Engines* Online-only Media** Social media Owned media Owned media Globally, owned media is 46% and rising (+3 points) year on year for 2 years, surpassing social media Source: 2016 Edelman Trust Barometer Q 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), Hong Kong, question asked of half the sample. *From , we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From , we included Hybrid as a media type. In 2016, we changed this over to Online-Only.

50 Thank You