2010 Edelman Trust Barometer January 22, 2010

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1 2010 Edelman Trust Barometer January 22, 2010

2 Edelman Trust Barometer at a glance Tenth annual study 4,875 people in 22 countries on five continents Ages 25 to 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 2

3 The Edelman Trust Barometer 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 3

4 Trust up but it s fragile and different than before Trust now an essential line of business Global rise driven by a few countries; long road to full recovery Skepticism about long-term business practices Trust, transparency as important to reputation as quality products Stakeholder, not a shareholder, world 4

5 Trust is up Although unemployment remains intolerably high, signs of recovery abound, and confidence is returning... Newsweek, History Is Still Over, How capitalism survived the crisis. December

6 Globally, modest trust gains in business, government, NGOs 10 Trust in institutions % 57% 54% 43% 47% 47% 45% NGOs Business Government Media A7-A10. [Tracking] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages in 20 countries 6

7 But big gains in a few Western countries drive rise Business largely stable in BRIC Trust in Business % 54% 34% 36% 46% 49% % 59% % 62% 62% 71% 67% 67% 62% 63% 57% 52% 42% US Germany France UK Italy Spain China India Brazil Japan Russia A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages

8 Skeptics Pragmatist Optimist In U.S., trust rebounding; in China, remains strong In large European economies, trust stays low 8 75% Trust in Business Informed Publics ages US UK/France/Germany India China 74% 65% 55% 45% 35% Enron, the dot-com bust and September 11 44% 44% 32% 41% 48% 35% 51% 48% 36% 35% 49% 38% 56% 53% 34% 67% 58% 54% 38% 36% 36% % 65% Worldwide Financial Crisis 67% 66% 51% 39% A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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 ages in the U.S., UK/France/Germany, India and China 8

9 Trust in government is largely stable U.S. and Russia move in opposite directions 10 Trust in Government Top 10 countries by GDP % 74% % 34% 43% 43% 36% 35% 36% 42% 43% 41% 42% 48% 43% 38% 39% 38% US France Germany China Italy India Japan UK Brazil Russia A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages

10 Low Trust High Trust In China, trust in government remains high Trust in Government Informed Publics ages US UK/FR/GER China 8 83% 78% 79% 8 77% 67% 63% 48% 48% 44% 43% 39% 38% 38% 39% 37% 36% 38% 27% 27% 31% 31% 32% 22% 26% 25% A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages in US, UK/FR/GER, and China 10

11 Across regions, influence of NGOs rises over time Trust in NGOs Informed Publics ages US UK/FR/GER China India 65% 55% 45% 48% 58% 56% 55% 53% 35% 36% 31% A10. [Non-government organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages in US, UK/FR/GER, and China 11

12 U.S. surges as trusted site for global headquarters Sweden, Germany, Canada remain most trusted Most Trusted National Identity for Companies % 76% 75% 72% 71% 71% 68% 71% 64% 69% 65% 51% 61% 45% +7 27% 34% 25% A [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. 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) Informed Publics ages in 20 countries 12

13 U.S. headquartered companies trusted most in China and U.S. Large trust increases in U.S., Russia, Germany Trust in U.S. Headquartered Companies % 72% 71% 57% 66% 68% 65% 63% 63% 62% % 54% 43% 42% 48% % 28% 26% China US Italy Brazil Japan India Russia France UK Germany A [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. 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) Informed Publics ages Top ten countries by GDP 13

14 Globally, technology remains most trusted industry Media, insurance least trusted Technology Biotech Automotive Energy Retail Food Health care industry Pharmaceuticals CPG manufacturers Entertainment Banks Media companies Insurance 65% 63% 58% 63% 55% 61% 56% 61% 56% 61% 57% 53% 56% 54% 56% 51% 55% 47% 48% 43% 44% 42% 76% 79% A [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages in 20 countries 14

15 Since 2007, trust in banks declines dramatically in most Western countries In U.S., trust in banks drops from third to near-last in three years Trust in Banks Informed Publics ages % 83% % 77% 56% 58% 51% 51% 45% 42% 68% 29% % 29% 27% 27% 41% % 34% % China India Brazil Japan Russia US Italy France UK Germany A [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages Top ten countries by GDP 15

16 Trust is fragile Already, we ve seen speculation that our industry will soon be back to business as usual. Let me say clearly: there are lessons from this crisis that we cannot afford to ignore. Josef Ackermann, Chief Executive Officer, Deutsche Bank 16

17 Most expect business and financial companies to return to old habits 10 Expect return to business as usual after the recession Top 10 Countries by GDP % 78% 76% 74% 67% 64% 62% 59% 49% India Germany China France UK Italy Russia Brazil US Japan C81. After the recession is over, do you expect for business and financial companies to return to business as usual? Informed Publics ages Top 10 countries by GDP 17

18 Most expect government to influence financial institutions in the future 10 Believe government will have influence over banks and financial institutions Top 10 Countries by GDP 9 87% 8 81% 79% 77% 77% 76% 58% 54% 39% China Brazil Japan India Russia US UK Italy France Germany C82. How much influence, if any, do you believe government will have over banks and financial institutions in the future? (Read Scale, Select one) Informed Publics ages Top 10 countries by GDP 18

19 Short-term actions in economic crisis restore trust in business Now what? Fire non-performing management teams 89% 77% 75% Repay bailout or loan money to the government 88% 77% 71% Reduce gap between senior executive and average worker pay 79% 73% B How effective would the following actions be in restoring trust in a company? Please use a 9-point scale where one means NOT AT ALL EFFECTIVE and nine means EXTREMELY EFFECTIVE.The first one is [INSERT FIRST]. How effective is this action to restoring trust in a company on a 9-point scale where one means not at all effective and nine means extremely effective? (Top 4 box) Informed Publics ages

20 Trust is different one of the most important ways to rebuild the system stronger than before is to rebuild trust stronger than before and you do not have to wait for a new law to do that. President Barack Obama, speech to financial community, Federal Hall, New York. September

21 Corporate reputation now based on trust and transparency as much as quality Offers high quality products or services Has transparent and honest business practices Is a company I can trust Treats employees well Communicates frequently and honestly on the state of its business Prices its brands fairly and competitively Is a good corporate citizen Is an innovator of new products, services or ideas Has highly-regarded and widely admired top leadership Delivers consistent financial returns to investors 68% 67% 66% 63% 58% 52% 45% 39% 38% B How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is not at all important and nine means it is extremely important to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics ages in 22 countries 21

22 Trust and transparency among top; leadership, financial returns at bottom European economies rate these factors lowest Company Reputation Factors U.S. U.K. / FR / GER BRIC % 8 79% % 66% 63% 59% 66% 53% 52% 45% 45% 24% 21% B How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is not at all important and nine means it is extremely important to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics ages

23 In U.S., financial returns moves to last place in company reputation factors Employee relations moves up U.S U.S Quality products and services 53% Transparent and honest practices 83% Attentiveness to customer needs 47% Company I can trust 83% Strong financial performance 42% High quality products or services 79% Fair pricing 38% Communicates frequently 75% A well-known brand 37% Treats employees well 72% Good employee relations 35% Good corporate citizen 64% Socially responsible 33% Prices fairly 58% Visible CEO 23% Innovator 48% Dialogue w/ stakeholders 23% Top leadership 47% Employee/ CEO blogs 12% Financial returns 45% 2006 When you think of companies that you trust, how much, if at all has each of the following attributes contributed to your trust? Please you a 9-point scale where one means it has not contributed at all and 9 means it has contributed a great deal. (Top 2 box ) Informed Publics ages in the U.S. B How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is not at all important and nine means it is extremely important to overall reputation. (Top 2 Box) Informed Publics ages in the US 23

24 A stakeholder, not a shareholder, world Which stakeholder should be most important to a CEO s business decisions? Government 3% Employees 7% Society at Large 11% All stakeholders are equally important 52% Customers 13% Investors/ Shareholders 14% D83. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO s business decisions? Informed Publics ages in 22 countries 24

25 Corporate-NGO partnerships build trust 10 More likely to trust a company that partners with a NGO to battle global issues Top 10 Countries by GDP 9 82% 8 76% 75% 73% 71% 66% 59% 51% Italy UK China US Brazil Germany France Russia India Japan C80. Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as climate change, alleviating poverty or curing diseases, than you would be to trust a company that works alone? (Net More Likely: Much More + A Little More) Informed Publics ages Top ten countries by GDP 25

26 Informed publics continue to seek substantial expertise Stock or industry analyst reports Articles in business magazines News coverage on the radio Conversations with your friends and peers Television news coverage Articles in newspapers Conversations with company employees Corporate communications such as press releases, reports, and s A company's own Web site Corporate or product advertising Online search engines e.g. Google news, YouTube Free content sources such as Wikipedia or web portals Social networking sites (such as Myspace or Facebook) Blogs N/A 13% 17% 16% 19% 17% 38% 38% 37% 36% 36% 34% 34% 41% 27% 32% 24% 35% 35% 29% 48% 49% 44% 44% Traditional Corporate Digital E [TRACKING] Now I m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages in 20 countries 26

27 Traditional news sources and conversations with friends, peers drop in credibility TV news Radio news Newspapers Friends/peers % 55% 43% 36% 31% 47% 27% 45% 33% 47% 42% 46% 26% 37% 24% 47% 45% 25% 42% 28% 43% U.S. U.K./Fra/Ger BRIC U.S. U.K./Fra/Ger BRIC U.S. U.K./Fra/Ger BRIC U.S. U.K./Fra/Ger BRIC E [TRACKING] Now I m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) Informed Publics ages

28 Academics/experts still most credible spokespeople CEO credibility relatively high in BRIC US UK / FR / GER BRIC 64% 52% 44% 39% 61% 41% 42% 58% 51% 46% 34% 33% 28% 27%26% 24% 22% 26% F99-F105. Now I m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box ) Informed Publics ages

29 Person like me slips while CEOs, government officials climb 10 Credible Spokespeople % +9 29% +6 35% 41% 45% 49% 52% 62% 64% 32% 32% 47% % CEO Government official NGO representative A financial or industry analyst An academic or expert Regular employee Person like yourself F [TRACKING] Now I m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box: Very + Extremely Credible) Informed Publics ages in 20 countries 29

30 In key markets, CEOs recover trust in a year Trend up or hold ground over time Credible Spokespersons CEO Informed Publics ages % 47% US UK/France/Germany China 51% 45% 43% 39% 44% 44% +7 35% 34% 25% 15% 28% 14% 21% 25% 21% 28% 28% 22% 18% 23% 23% 17% 17% 26% 26% F [TRACKING] Now I m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be? (Top 2 Box) Informed Publics ages

31 In U.S., business performance and trust continue hand in hand S&P 500 Average vs. U.S. Trust in Business Enron, the dot-com bust and September 11 U.S. Trust in business in general S&P 500: Dec 2001 Dec A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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) F [Now I m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box: Very + Extremely Credible) Informed Publics ages in in the US 31

32 Conclusions Increase in trust in business belies fragility Trust now essential line of business to be developed and delivered Corporate reputation based on performance, role in society, transparency Stakeholder, not shareholder, world We are entering the age of Public Engagement 32

33 Public Engagement: Advancing shared interests in a world of interdependence 33

34 Building trust in era of Public Engagement requires a mosaic approach 1. Listen with new intelligence 2. Participate in conversation 3. Create and co-create content 4. Socialize media relations 5. Champion open advocacy 6. Build active partnerships 7. Embrace complexity 34

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