2018 Edelman Trust Barometer

Transcription

1 2018 Edelman Trust Barometer Global Trust in Technology #TrustBarometer 1

2 2018 Edelman Trust Barometer Methodology Online Survey in 28 Countries 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 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+), half-sample global general online population +/- 0.8 (N=16,100). 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). General Online Population 7 years in 25+ countries Ages 18+ 1,150 respondents per country All slides show general online population data unless otherwise noted Informed Public 10 years in 20+ countries Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: Ages College educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news Mass Population All population not including informed public Represents 85% of total global population 2

3 Trust in Retrospect Rising Influence of NGOs Fall of the Celebrity CEO Earned Media More Credible Than Advertising U.S. Companies in Europe Suffer Trust Discount Trust Shifts from Authorities to Peers A Person Like Me Emerges as Credible Spokesperson Business More Trusted Than Government and Media Young Influencers Have More Trust in Business Business Must Partner with Government to Regain Trust Trust is Now an Essential Line of Business Rise of Authority Figures Fall of Government Crisis of Leadership Business to Lead the Debate for Change Trust is Essential to Innovation Growing Inequality of Trust Trust in Crisis The Battle for Truth 3

4 No Recovery in Trust Percent trust in each institution, and change from 2017 to Y-to-Y Change Informed Public General Population NGOs Business Government Media 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

5 A World Moving Apart Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to # of markets with extreme Trust Gains # of markets with extreme Trust Losses Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year ( ) 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. 5

6 China UAE S. Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina Hong Kong The Netherlands Germany France U.K. Canada Singapore Australia Colombia India S. Africa Brazil Italy U.S. The Polarization of Trust Aggregate percentage point change in trust in the four institutions, and change from 2017 to markets with extreme Trust Gains 16 markets with Typical Changes in Trust 6 markets with extreme Trust Losses Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year ( ) 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. 6

7 Trust Crash in U.S. Percent trust in each institution, and change from 2017 to Y-to-Y Change 45 TRUST INDEX Informed Public 23-point decrease Fell from 6 th to last place TRUST INDEX General Population 9-point decrease Fell from 8 th to 18 th place NGOs Business Government Media 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, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 7

8 U.S. Trust in Media Diverges Along Voting Lines Percent trust in each institution, Trump vs. Clinton voters Trump Voters Clinton Voters point decline since the election pt difference in trust in the media NGOs Business Government Media 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) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters. 8

9 In Search of Truth

10 Germany passes a law that fines social media companies for failing to delete fake news World Worried About Fake News as a Weapon Percent who worry about false information or fake news being used as a weapon 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 Canadian Conservative leader s campaign manager roots out enemies using fake news Pope criticizes spread of fake news Nearly 7 in 10 worry about false information or fake news being used as a weapon Singapore announces plans to introduce laws designed to fight fake news Fake news disrupts elections in South Africa 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

11 Global 28 Turkey Australia Japan Sweden U.K. France Ireland Poland Russia S. Africa Argentina S. Korea Germany U.S. Brazil Colombia Hong Kong Spain Italy Malaysia Mexico Canada Singapore The Netherlands UAE India Indonesia China Media Now Least Trusted Institution Percent trust in media, and change from 2017 to 2018 Distrust + 0 Neutral Y-to-Y Change Trust Distrusted in 22 of 28 of markets 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

12 People Define Media As Both Content and Platforms 48% PLATFORMS PUBLISHERS 25% Social Search What did you assume was meant by the phrase media in general? 23% Influencers 89% Journalists 40% Brands Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase media in general? General population, 28-market global total. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. 41% News Apps 12

13 MEDIA JOURNALISM PLATFORMS Average trust in traditional and online-only media While Trust in Platforms Declines, Trust in Journalism Rebounds Average trust in search engines and social media platforms Percent trust in each source for general news and information, 2012 to Journalism Platforms 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. 13

14 Global 28 Germany Ireland Sweden The Netherlands Canada Australia France U.K. Italy Singapore U.S. China Argentina S. Africa Spain Hong Kong Japan Russia S. Korea Poland India Colombia Indonesia UAE Brazil Malaysia Mexico Turkey MEDIA JOURNALISM PLATFORMS Journalism More Trusted Than Platforms in 21 Countries Gap in trust in journalism vs. platforms Journalism More Trusted Average trust in traditional and online-only media Average trust in search engines and social media platforms Platforms More Trusted % Trust in Journalism c c c c c c c c c c c c c c c c c c c c c c c c c c c c c Gap % Trust in Platforms 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, 28-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 14

15 Ireland Sweden Australia U.K. Japan France Germany U.S. Canada S. Africa Russia The Netherlands S. Korea Hong Kong Poland Italy Spain Argentina Singapore Turkey Malaysia Colombia UAE Brazil China Mexico Indonesia India MEDIA JOURNALISM PLATFORMS Trust in Platforms Decreased in 21 of 28 Countries Average trust in search engines and social media platforms, and change from 2017 to Y-to-Y Change 65% receive news through platforms such as social media feeds, search or news applications Steepest decline in U.S 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. 15

16 MEDIA JOURNALISM PLATFORMS Skeptical About News Organizations Attracting Large Audiences Breaking News Politics Percent who agree that news organizations are overly focused on 66% are more concerned with attracting a big audience than reporting 65% sacrifice accuracy to be the first to break a story 59% support an ideology vs. informing the public 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. 16

17 MEDIA JOURNALISM PLATFORMS Uncertainty Over Real vs. Fake News Percent who agree that 63% The average person does not know how to tell good journalism from rumor or falsehoods 59% It is becoming harder to tell if a piece of news was produced by a respected media organization 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. 17

18 MEDIA JOURNALISM PLATFORMS Media Failing to Meet Expectations Top three trust-building mandates for media, and percent who say the media is performing well or very well against them Trust-Building Mandate Performance Score Guard information quality 36% Educate people on important issues 50% Inform good life decisions 45% Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. General population, 28-market global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 18

19 MEDIA JOURNALISM PLATFORMS Lack of Confidence in Media Undermining Trust and Truth Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities Loss of Truth I am not sure what is true and what is not Loss of Trust in Government Leaders I do not know which politicians to trust Loss of Trust in Business I don't know which companies or brands to trust 59% 56% 42% Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those 64% who answered codes 1-3 at MED_RSP. General population, 28-market global total. 19

20 Navigating a Polarized World

21 Technical expert Academic expert A person like yourself Financial industry analyst Successful entrepreneur Employee NGO representative CEO Board of directors Journalist Government official/regulator Voices of Authority Regain Credibility Percent who rate each spokesperson as very/extremely credible, and change from 2017 to Y-to-Y Change Person like yourself at all-time low 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. 21

22 Business Is Expected to Lead Percent who agree and percent who say each is one of the most important expectations they have for a CEO Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 64% For CEOs, building trust is job one Their company is trusted Their products and services are high quality Business decisions reflect company values Profits and stock price increase 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. 22

23 Global 28 Japan S. Korea Argentina France Turkey Russia Spain Ireland Hong Kong Poland Germany S. Africa Sweden U.K. Brazil Italy Malaysia Singapore Australia Canada UAE U.S. Mexico The Netherlands China Colombia India Indonesia Employers Trusted Around the World Percent trust in employer, and change from 2016 to 2018 Distrust + 0 Neutral Trust Change, 2016 to Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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. Note: 2016 data was taken from Q 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 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 half of the sample. General population, 28-market global total. 23

24 Business Must Show Commitment to Long-Term Percent who agree that 56% Companies that only think about themselves and their profits are bound to fail 60% CEOs are driven more by greed than a desire to make a positive difference in the world Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, 28-market global total. 24

25 Sector and Home Country Provide Context for Business Leadership Percent trust in companies by industry sector and by their country of origin, and change from 2017 to 2018 Sectors + 0 Y-to-Y Change Most Trusted Technology 75% Education 70% Professional Services 68% Least Trusted Financial Services 54% CPG 60% Automotive 62% Biggest Y-to-Y Changes Food and Beverage -4 Automotive -4 CPG -3 Countries of Origin Most Trusted Canada 68% Switzerland 66% Sweden 65% Least Trusted Mexico 32% India 32% Brazil 34% Biggest Y-to-Y Changes U.S. -5 U.K. -4 Sweden -3 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 asked of half of the sample. TRU_NAT. 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), countries asked of half of the sample. General Population, 28-market global total. 25

26 Business Must Address Market Dynamics Trust-building mandates for business in markets with extreme or typical trust changes Markets with extreme Trust Gains Markets include China, UAE, South Korea Markets with Typical Changes in Trust Markets include Russia, Mexico, U.K., Japan Markets with extreme Trust Losses Markets include U.S., India, Colombia, Brazil Invest in Jobs Invest in Jobs Guard Information Quality Consumer Safety Ensure Equal Opportunity Consumer Safety Improve Quality of Life Safeguard Privacy Safeguard Privacy Ensure Competitive Workforce Drive Economic Prosperity Drive Economic Prosperity Innovate Provide for Future Generations Innovate Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year ( ) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution. Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix. 26

27 Each Institution Must Play its Role Top trust-building mandates for each institution Business Safeguard privacy Drive economic prosperity Provide jobs and training NGOs Support the poor Call out abuses of power Create a sense of community Media Guard information quality Educate, inform and entertain Safeguard privacy Government Drive economic prosperity Investigate corruption Support the poor Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix. 27

28 Trust in Technology 28

29 Technology Most Trusted Business Sector Distrust + 0 Neutral Trust Change, 2014 to 2018 Trust in each sector, and change from 2014 to 2018 Industry yr. Trend Technology 75% 73% 74% 75% 74% -1 Health Care % 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% 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. 29

30 Tech Sector Losing Ground on Key Behaviors Percent who believe the technology industry performance is performing well on each behavior, 2018 and 2017, and change from year to year Y-to-Y Change Protects consumer data Is transparent and authentic in how it operates Largest performance decreases among consumer protection, transparency, and representative leadership 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 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. 30

31 Global 28 Ireland Sweden Japan Germany U.K. France Australia Hong Kong Canada Russia Turkey Singapore Spain The Netherlands U.S. S. Korea Poland S. Africa Argentina Italy Malaysia UAE Brazil Colombia India Mexico China Indonesia Trust in Technology Declines in 18 of 28 Markets Percent trust in the technology sector, and change from 2017 to 2018 Trusted in 26 markets Distrust + 0 Neutral Y-to-Y Change Trust 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. 31

32 Global 28 Ireland Germany France U.S. U.K. Hong Kong Sweden Canada Spain Japan Italy Australia Argentina S. Africa The Netherlands UAE Russia Turkey S. Korea Poland Singapore Brazil China Colombia Mexico Malaysia India Indonesia Informed Public Trust in Technology Declines in 16 of 28 Markets Percent trust in the technology sector, informed public, and change from 2017 to 2018 Trusted in 27 markets Distrust + 0 Neutral Y-to-Y Change Trust 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. 32

33 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 Distrust + 0 Neutral Y-to-Y Change Trust N/A +3 N/A Business Technology Blockchain technology Self-driving vehicles Sharing economy businesses Virtual-reality platforms Artificial intelligence Internet of things Mobile/smart phone app developers 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. 33

34 Tech Companies Expected to Lead on Societal Issues Percent who agree that 76% Tech companies should do more to help regular people affected by automation 79% Tech companies should play a larger role in educating the future workforce to keep pace with emerging skills Source: 2018 Edelman Trust Barometer. DRV_TEC_AGR. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree), question asked of one-fifth of the sample. General population, 28-market global total. 34

35 Silence Is Not An Option Higher levels of trust in tech means people expect more leadership from tech companies 35

36 Behaviors to Build Trust in Technology Anticipate and facilitate training and skills development Motivate and inspire employees Set the example for transparency, inclusion and ethics Address the risks and the benefits of innovation Make the case for openness Sheryl Sandberg says Facebook is taking the tech backlash seriously and it s going to do something about it Employees at Apple and Google are more productive By firing engineer, Google shows what you can say and what you can t at work Google commits $1 Billion in grants to train US workers for high-tech jobs Facebook, Google and others join The Trust Project, an effort to increase transparency around online news 36