2018 Edelman Trust Baromete. Global Report

Transcription

1 2018 Edelman Trust Baromete Global Report

2 18 Edelman ust Barometer thodology line Survey in 28 Countries ears of data 00+ respondents total eldwork was conducted between ber 28 and November 20, 2017 untry global data margin of error: General population +/- (N=32,200), informed public +/- 1.2% (N=6,200), mass lation +/- 0.6% (26,000+), half-sample global general online lation +/- 0.8 (N=16,100). try-specific data margin of error: General population +/- 2.9,150), informed public +/- 6.9% (N = min 200, varies by try), China and U.S. +/- 4.4% (N=500), mass population +/- 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 pub Represents 85% of total global populatio

3 ust in Retrospect ing Influence GOs 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 st is Now an ential Line usiness 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

4 A Polarization of Trust

5 o Recovery in Trust rcent trust in each institution, and change from 2017 to Y-to-Y Chang Informed Public General Population NGOs Business Government Media e: 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 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, ) Informed Public and General Population, 28-country global total.

6 st Index World Distrust rage trust in institutions, eral population, 2017 vs bal Trust Index remains at distruster level f 28 countries are distrusters, up 1 from 2017 ce: 2018 Edelman Trust Barometer. rust Index is an average of a country's trust in the institutions vernment, business, media and NGOs. General population, untry global total General Population 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 2018 General Population 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia Biggest changes in U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust ( Neutral (50-59) Distrus (1-49) Trust decline in the U.S. is the steepest ever measured

7 st Index formed Public eclines to Neutral rage trust in institutions, rmed public, 2017 vs point decline in the Global Trust Index ce: 2018 Edelman Trust Barometer. rust Index is an average of a country's trust in the institutions vernment, business, media and NGOs. Informed public, untry global total Informed Public 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland 2018 Informed Public 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S. Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 Trust ( Neutral (50-59) Distrus (1-49) U.S. Trust Index crashes 23 points

8 World Moving Apart mber of countries with extreme changes in their aggregate trust in the four institutions, 2013 to 2018 f countries h extreme ust Gains f countries h extreme ust Losses e: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year ( ) percentage point change across the four institutions _INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical ndix.

9 - e Polarization of Trust gregate percentage point change in trust in the four institutions, and change from 2017 to 2018 countries with extreme Trust Gains 16 countries with Typical Changes in Trust 6 countries with extreme Trust Losses UE] 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 e: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year ( ) percentage point change across the four institutions _INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix.

10 Global Leaders Poles Apart

11 ust Crash in U.S. rcent trust in each institution, and change from 2017 to Y-to-Y Chang 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 e: 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 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, U.S. rust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General population and informed public, U.S.

12 .S. Trust in Media Diverges Along Voting Lines rcent 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 e: 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 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, ) 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. bases: Clinton = 163 and Trump= 146)

13 hina Rising rcent trust in each institution, and change from 2017 to Y-to-Y Chang 83 TRUST INDEX Informed Public 4-point increase Rose from 2 nd to 1 st place TRUST INDEX General Population 7-point increase Rose from 3 rd place to 1 st place NGOs Business Government Media e: 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 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, China. rust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General population and informed public, China.

14 overnment Most Broken the U.S. ich institution is the st broken? Government Path to Better Future in China Which institution is most likely to lead to a better future? 2% edia 10% Government 24% NGOs 21% Media 4% NGOs 7% Business Government NGOs Business Government NGOs Business Media Media % siness 59% Government e: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution Government, Media, Business or NGO s is best described by each of the ing statements? General population, U.S. and China.

15 In Search of Truth

16 orld Worried About ke News as a Weapon cent who worry about false rmation or fake news ng used as a weapon Canadian Conservative leader s campaign manager roots out enemies using fake news Germany passes a law that fines social media companies for failing to delete fake news n lands 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 Pope criticizes spread of fake news ly in 10 ry about false rmation or fake news g used as a weapon Fake news disrupts elections in South Africa New laws designed to prevent fake news in Singapore e: 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 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 lation, 28-country global total.

17 edia Now Least Trusted Institution rcent trust in media, and change from 2017 to 2018 Distrust 0 + Neutral T Y-to-Y Chang Distrusted in 22 of 28 of countries llllllllllllllllllllllllllll 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 e: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust nstitution 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 (Top 4 Box, Trust) General population, 28-country global total.

18 ople Define edia As oth Content d Platforms 48% PLATFORMS PUBLISHERS 25% Social Search at did you assume was meant by phrase media in general? 23% Influencers 89% Journalists 40% Brands ce: 2018 Edelman Trust Barometer. TRU_MED. In the above tion, what did you assume was meant by the phrase media neral? General population, 28-country global total. Social is a f TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands et of r10 and r11, Journalists is a net of r1 and r6, News Apps 41% News Apps

19 DIA JOURNALISM PLATFORMS hile Trust in Platforms Declines, ust in Journalism Rebounds Average trust in search en and social media platforms rcent trust in each source for general news information, 2012 to Average trust in traditional and online-only media Journalism Platforms e: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for ral 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 (Top 4 Box, Trust), question asked of half the sample. General population, 25-country global total. alism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.

20 DIA JOURNALISM PLATFORMS ust in Platforms Decreased in 21 of 28 Countries rage trust in search and social media platforms, and change from 2017 to Y-to-Y Chang 5% receive news hrough platforms uch as social media eeds, search or news pplications Steepest decline in U.S l l l l l l l l l l l l l l l l l l l l l l l l l l l 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 e: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for ral news and information? Please use a 9-point scale where one means that you do not trust it at all and nine means that you trust it a great deal. 4 Box, Trust average of search engines and social media.) Question asked of half of the sample. MED_NEW_CSP. How do you normally get your? (callout is net of codes 2, 5 and 7) Question asked of half of the sample. General population, 28-country global total.

21 DIA JOURNALISM PLATFORMS lf Disengaged ith the News nsumption frequently do you consume news uced by major news organizations, er at the original source, shared by rs or pushed to you in a feed? 50% The Disengaged Consume news less than weekly 25% Consumers Consume news about weekly or more 25% Amplifiers Consume news about weekly or more AND share or post content more than weekly plification often do you share or forward news s, or post opinions or other content? ce: 2018 Edelman Trust Barometer. News Engagement, built from MED_SEG_OFT. How often do you engage in the ing activities related to news and information? Indicate your er using the 7-point scale below. General population, 28- try global total. For details on how the News Engagement was built, please refer to the Technical Appendix.

22 DIA JOURNALISM PLATFORMS eptical About ews Organizations rcent who agree that news anizations are overly focused on Attracting Large Audiences Breaking News Politics 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 ce: 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 tatement using a nine-point scale where one means strongly disagree and nine means strongly agree. (Top 4 Box, Agree), question asked of half of ample. General population, 28-country global total.

23 DIA JOURNALISM PLATFORMS ncertainty Over eal vs. Fake News rcent 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 ce: 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 tatement using a nine-point scale where one means strongly disagree and nine means strongly agree. (Top 4 Box, Agree), question asked of half of ample. General population, 28-country global total.

24 DIA JOURNALISM PLATFORMS edia Failing Meet Expectations three trust-building mandates for dia, and percent who say the media is forming very well against them Trust-Building Mandate Performance Score Guard information quality 36% Educate people on important issues 50% Inform good life decisions 45% ce: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the ing 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- 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. ral population, 28-country global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.

25 DIA JOURNALISM PLATFORMS ck of Confidence in Media Undermining Trust and Truth rcent of respondents who feel they are experiencing these sequences as a result of media not fulfilling its responsibilities ss of Truth not sure what is true 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 9% 56% 42% e: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling sponsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, 28-country global total.

26 Navigating a Polarized World

27 ices of Authority Regain Credibility rcent who rate each spokesperson as very/extremely credible, change from 2017 to Y-to-Y Chang Person like yourself at all-time low Technical expert Academic expert A person like yourself Financial industry analyst Successful entrepreneur Employee NGO representative CEO Board of directors Journalist Government official/regulator ce: 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 t a company from each person, how credible would the information be extremely credible, very credible, somewhat credible, or not credible at all? 2 Box, Very/Extremely Credible), question asked of half of the sample. General population, 28-country global total.

28 usiness Is Expected to Lead rcent who agree and percent who say each is one of the most ortant expectations they have for a CEO rcent who say that CEOs uld take the lead on change her than waiting for vernment to impose it 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 ce: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 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 t CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following -point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-country global total.

29 ployers Trusted Around the World rcent trust in employer, and change from 2016 to 2018 Distrust 0 + Neutral Trus Change, 2016 to llllllllllllllllllllllllllll 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 e: 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 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 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 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-country l total.

30 usiness Must Show ommitment to Long-Term rcent 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 ce: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, e), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? Box, Agree), question asked of half of the sample. General population, 28-country global total.

31 ctor and Home Country ovide Context for Business Leadership rcent trust in companies by industry sector and by their country of origin, change from 2017 to 2018 ctors 0 + Y-to-Y Chang t Trusted hnology 75% cation 70% fessional Services 68% Least Trusted Financial Services 54% CPG 60% Automotive 62% Biggest Y-to-Y Changes Automotive -4 Food & Beverage -4 CPG -3 untries of Origin t Trusted ada 68% tzerland 67% den 66% Least Trusted Mexico 31% India 32% Brazil 34% Biggest Y-to-Y Changes U.S. -5 U.K. -4 Sweden -3 e: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 4 Box, Trust), industries asked of half of the sample. General Population, 28-country global total. TRU_NAT. Please indicate how much you trust global anies headquartered in the following countries to do what is right. (Top 4 Box, Trust), countries asked of half of the sample. General Population, 28- try global total.

32 usiness Must Address Market Dynamics st-building mandates for business in countries with extreme or typical trust changes Country markets with extreme Trust Gains Countries include China, UAE, South Korea Country Markets with Typical Changes in Trust Countries include Russia, Mexico, U.K., Japan Country markets with extreme Trust Losses Countries include U.S., India, Colombia, Brazil Invest in Jobs Invest in Jobs Guard Information Quality Protect Consumers Promote Equal Opportunity Protect Consumers Improve Quality of Life Safeguard Privacy Safeguard Privacy Ensure Competitive Workforce Drive Economic Prosperity Drive Economic Prosperity Innovate Provide for Future Generations Innovate e: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year ( ) percentage point change across the four institutions _INS). General population, 28-country global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution. EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust Volatility ure and Trust Mandates Analysis, please refer to the Technical Appendix.

33 ch Institution ust Play its Role trust-building mandates for h institution Business Protect privacy Drive economic prosperity Provide jobs and training NGOs Protect the poor Create a sense of community Call out abuses of power Media Guard information quality Educate, inform and entertain Protect privacy Government Drive economic prosperity Investigate corruption Protect the poor ce: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; 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 t [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more ls on the Trust Mandates Analysis, please refer to the Technical Appendix.