2016 edelman trust barometer - global results
TRANSCRIPT
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
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
48
42
26
35
20
12
Trust Matters
4
Percent 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
5148
4541
55 5347
42
6357
5148
67 63
5751
Trust Rising
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
Percent 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
60
64 6563
66
50
53 54
51
55
4648
45
48
51
38
4139
4243
2012 2013 2014 2015 2016
54
58 5856
62
47
5049 49
53
2012 2013 2014 2015 2016
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, 25-country global total.
7
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
4948
46
49
NGOs
Government
Media
Business
Post-Recession Highs
Informed
Public
General
Population
55 G lobal 60 G lobal
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
84 UAE
79 India
78 Indonesia
75 China
65 Singapore
64 Netherlands
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
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
59 Brazil
59 Mexico
56 Malaysia
53 Canada
52 Australia
52 France
52 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 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
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
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil58 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
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
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
InformedPublic
GeneralPopulation
60 G lobal 50 G lobal
9
Trusters
Neutrals
Distrusters
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
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico57 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
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 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
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
GeneralPopulation
MassPopulation
50 G lobal 48 G lobal
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
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
InformedPublic
60 G lobal For the mass
population, the
global index falls into
distruster territory
10
Trusters
Neutrals
Distrusters
2 Trust Inequality
53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
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. 12
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 13
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Glo
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Fra
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Sp
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Chin
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Can
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UA
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Hon
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on
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Neth
erla
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
ed
en
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
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.
14
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10
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”]
GDP 5 = U.S., China, Japan, Germany, U.K. 15
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
6057
7164
78 78
68
4952
6267
4945 46
5053
40
7479
46
6568
59
3844
80
55
6258
71
4642
4035
5256
48
3033
4550
32 31 3237
40
27
62
69
36
5659
51
30
37
73
48
5552
66
Glo
ba
l
GD
P 5
U.S
.
Fra
nce
Bra
zil
India
Ne
the
rla
nd
s
Ru
ssia
U.K
.
Ita
ly
Sin
ga
po
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Ja
pa
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Ho
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Ko
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Turk
ey
Sw
ede
n
Sp
ain
Po
land
Co
lom
bia
Me
xic
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Ire
land
So
uth
Afr
ica
UA
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Arg
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tin
a
So
uth
Ko
rea
Ge
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ny
Indo
ne
sia
Au
str
alia
Ma
laysia
Ca
na
da
Ch
ina
19192022262931
Low-income
respondents
High-income
respondents
50%55
46
19 21
28
48
4145
4247
44
57
4650
46
63
5249
58 55 5551
69
62 64
73 7379 81
87
47
37
1520
24
31 31 33 33 34 3436 36 37
3945 46 47 49 49 49
57
64 64 6569 70
74
81 83
Glo
ba
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GD
P 5
Ja
pa
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Fra
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Ge
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U.K
.
Au
str
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Ita
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Sw
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Po
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Ho
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Ca
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U.S
.
Sin
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Tu
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S.
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Sp
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Bra
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Ch
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UA
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Ind
on
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ia
Co
lom
bia
Ind
ia
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 16
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18
3 Inversion of Influence
MassPopulation
The Inversion of Influence
18
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
71
69
67
45
32
28
S earch
TV
S ocial
Newspapers
Magazines
Blogs
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. 19
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 Companies
and 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
6364
57
5048
41
50
39
33
67
6463
5352
4948
44
35
Peers, Employees More Credible than Leaders
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
Percent 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
DirectorsGovernment
official/regulator
CEO credibility
increased the most
General
Population
+6
4 An Opportunity for Business
A Position of Strength
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.
23
Percent trust in the four institutions of government,
business, media and NGOs, 2015 vs. 2016
5148
4541
55 5347
42
6357
5148
6763
5751
NGOs Business Media Government
+4 +6 +6 +3
+4 +5 +2 +1
Informed
Public
General
Population
2015 2016Business closing NGO’s
long-held lead in trust
6357
5148
6763
5751
6369
62
47
5148
4541
5553
48
42
5561
56
41
NGOs Business Media Government
Business Most Trusted to Keep Pace
24
Percent trust, 2015 and 2016, and percent who trust each
institution to keep up with the changing times, 2016
Informed
Public
General
Population
Trust
2016
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
Trust
2015
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
4847
64
70
58
6865
59 56 57
4851
4346
51
36
44
30
46
3640
32
4238 36 37
30
60 57
5350
7671 70 69
6764
60 6057 56
5352 51
4846 46 46
43 43 42 4239 38 38
33
70
58 56
Glo
ba
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7
GD
P5
Me
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Ind
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UA
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Bra
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Global Increase in Business Trust
25
Percent 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
n/a
Industry 2012 2013 2014 2015 2016
5 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
Higher trust in business in 21 countries
5350
76
71 7069
6460
58 57 56 5653 52 51
4846 46 46
43 43 4238
42
7067
60
39 38
33
4246
32
58
32
65
21
16
39
30
5349
26
45
39
26
45
36
24
39
32
39
19
42
79 80
74
45
53
35
Glo
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GD
P 5
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UA
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Sin
ga
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Ho
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Ko
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ssi
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rea
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 27
Percent trust in business vs. government, 2016, ranked by trust in business
Business 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
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
Vary
29
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
ChinaU.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
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
5 Leadership in aDivided World
Addressing Trust Inequality
31
Actions
ValuesEmployee
Advocacy
EngagementTrust
Actions
Leadership in a Divided World:
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.
33
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
Purpose and Profits Matter
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, V isible) General Population, 28-country
global total, question asked of half the sample.
34
Percent 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
Purpose Impacts Trust
35
Percent 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
Values
Leadership in a Divided World:
Integrity 51 27 24
Exhibits 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 25
Treats 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 12
Places 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 15
Is 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 9
Attracts 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 America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 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%
Their education andhow it shaped them
Their personalsuccess story
The obstaclesthey have overcome
Their personalvalues
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:
2527
19
2528
33
27 28
24
28
37
313230
48
24 25 26
21 21 22 2320
1619 19
14
19 18 18
8 9 8
1310 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 f inancial 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.41
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customerPartnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
6560
4048 48 50
54 55 5657 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 7983 85
89
Glo
ba
l
GD
P 5
Ja
pa
n
Ru
ssi
a
Fra
nc
e
Sw
ed
en
Au
str
alia
S.
Ko
rea
Po
lan
d
U.K
.
Ita
ly
Ho
ng
Ko
ng
Ire
lan
d
Ge
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ny
Ne
the
rla
nd
s
Sp
ain
Tu
rke
y
Ca
na
da
U.S
.
S.
Afr
ica
Sin
ga
po
re
Ma
lays
ia
UA
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Ind
on
esi
a
Bra
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Arg
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tin
a
Ch
ina
Ind
ia
Co
lom
bia
Me
xic
o
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 42
Percent who trust the company for which they work
TrustedNot Trusted
General
Population
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. 43
Percent who agree with each statement, comparing those who
work at companies involved in addressing broader societal issues
vs. those who do not
57
61
60
62
68
66
78
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
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
Engagement
Leadership in a Divided World:
58
53
44
63
46
2012 2013 2014 2015 2016
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 than
general population
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
50%
6761
53
46
39
4640
3430
26
78
6562
5549
44 4237
32 31
My friendsand family
An academicexpert
C ompaniesthat I use
Employees ofa company
A companyC EO
A journalist A well-knownonline
personality
Electedoffic ials
C elebrities Companies I don’t use*
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. 46
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
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 16
They get me 17
Push Consideration %
They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %
They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peers
influence
47
Influence
The Inversion of
Influence
48
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
Addressing Trust Inequality
49
TRUST
Influence
Authority
Actions
ValuesEmployee
Advocacy
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
50%47
52
7168
64 6359 58 58 58 57 57 56 54 52
48 48 46 46 4540 40
36 35 3430
24 2218
12
Glo
ba
l 28
GD
P 5
Ne
the
rla
nd
s
U.K
.
Au
str
alia
Arg
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tin
a
Ita
ly
Sw
ed
en
Ca
na
da
Fra
nc
e
Po
lan
d
Ge
rma
ny
Ja
pa
n
U.S
.
Ire
lan
d
Ru
ssi
a
Sp
ain
Co
lom
bia
Bra
zil
Tu
rke
y
S.
Afr
ica
Sin
ga
po
re
Me
xic
o
Ma
lays
ia
Ho
ng
Ko
ng
Ind
on
es
ia
Ch
ina
UA
E
Ind
ia
S.
Ko
rea
Half Admit They Cannot Name a Single CEO
53
Percent 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.
GDP 5 = U.S., China, Japan, Germany, U.K.
Lower Awareness Higher Awareness
Majority acknowledge inability to name a CEO
General
Population
2016 Trust Barometer CEO Supplement:
How Many Can They Actually Name?
Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public.
54
‣ 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
50% 48
57
6468
46
56 5854
36
24
18
60
80
7468
65 64 63
5350
47
38
G lobal 10 G ermany Australia U.K. Brazil J apan France U.S . Mexico C hina India
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.
55
General
Population
Acknowledge inability
to name a CEO
Cannot name a CEO
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.
56
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
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
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil47 Hong Kong
44 U.S.
43 Argentina
42 Australia
42 Germany
42 Italy
42 S. Africa
40 Russia
39 U.K.
38 France
38 S. Korea
37 Sweden
36 Poland
36 Spain
35 Turkey
34 Japan
32 Ireland
46 G lobal 49 G lobal
68 India
68 UAE
67 Indonesia
63 China
60 Singapore
53 Malaysia
52 Canada
52 Netherlands
51 Mexico
50 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
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Distrusters from 63%
in 2015 to 57% in 2016
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
50% 51
45
63
54
62
57 58 5759
52 53 5452
57
52 5255
4946 47
37
46
40
31
25
65
6064
30
5551
7471 70
62 62 61 61 6058 58 58 57 57 57 56 55
50 50 49 4945
34
26
63 6459
57
27
Glo
ba
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GD
P 5
Me
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Ch
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Arg
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Bra
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Sin
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Ca
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Ma
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Sp
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ly
So
uth
Afr
ica
So
uth
Ko
rea
Ho
ng
Ko
ng
U.S
.
Au
str
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Fra
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Tu
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y
U.K
.
Po
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d
Ne
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Ge
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ny
Ja
pa
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Sw
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Co
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bia
Ind
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UA
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Ind
on
esi
a
Ru
ssi
a
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 59
Percent trust in NGOs, General Population, 2015 vs. 2016
General
Population
Increased or equal trust in NG Os in 23 countries
+11 +17 +12
2015 2016
n/a
63
55
73 72 7471 71 71
68 66 65 6467
61 63 63 6259
5148
58 57
37
29
67
8177
70
38
6763
89
83
77 76 7572 72 72 72 72 71 70 68
64 6461 61 60 59 59
4440
68 6771
66 66
31
Glo
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GD
P 5
Me
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Ch
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Ind
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Sin
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Arg
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S.
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Au
str
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U.S
.
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ly
Ma
lays
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S.
Afr
ica
Sp
ain
Ho
ng
Ko
ng
Ne
the
rla
nd
s
Ge
rma
ny
U.K
.
Ire
lan
d
Po
lan
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Tu
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Sw
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Ja
pa
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Co
lom
bia
Ca
na
da
UA
E
Ind
on
esi
a
Bra
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Ru
ssi
a
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 60
Percent trust in NGOS, Informed Public, 2015 vs. 2016
+16
Increased or equal trust in 22 countries
+11 +10 +12 +11 -10 -11
Informed
Public
2015 2016
n/a
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
4847
64
70
58
6865
59 56 57
4851
4346
51
36
44
30
46
3640
32
4238 36 37
30
60 57
5350
7671 70 69
6764
60 6057 56
5352 51
4846 46 46
43 43 42 4239 38 38
33
70
58 56
Glo
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7
GD
P5
Me
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Ind
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Ch
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Ind
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UA
E
Bra
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S.
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Sin
ga
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Ca
na
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Arg
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tin
a
Au
str
alia
U.S
.
Sp
ain
U.K
.
Fra
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Sw
ed
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Ire
lan
d
Ja
pa
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Tu
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y
Ge
rma
ny
Ho
ng
Ko
ng
Po
lan
d
Ru
ssi
a
S.
Ko
rea
Co
lom
bia
Ma
lays
ia
Ne
the
rla
nd
s
Global Increase in Business Trust
61
Percent 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
n/a
57 55
84
72 7073
6460 61
5348
5247 45 43
46 48
4138
45 4542
84 85
67 66
49 48
6360
8784
8075 75
70 68 6865
60 60 59 5955
52 51 5147 46
43
37
81 80
73
6762
46 45
Glo
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GD
P 5
Ind
ia
Me
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Ch
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S.
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ica
U.S
.
Sin
ga
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Au
str
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U.K
.
Ca
na
da
Fra
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Sp
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Arg
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tin
a
Po
lan
d
Tu
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Ire
lan
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Ge
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ny
Ru
ssi
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Ho
ng
Ko
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S.
Ko
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Co
lom
bia
Ind
on
esi
a
UA
E
Ma
lays
ia
Ne
the
rla
nd
s
Sw
ed
en
Ja
pa
n
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 62
Percent trust in business, Informed Public, 2015 vs. 2016
+15 +17 +13 +14 +16 +10 +13 -12
Increased or equal trust in 22 C ountries
Informed
Public
2015 2016
+12 +10 +11 +10n/a
4542
64
55
4852
5451
4541 42
3941 41
3431 30
33
28
7068
62
5046 45
3942
38
47 48
73
6058
55 55 54 5350 49
4745
43 4239 38
36
31
23
55
63 6359
4745 44
38 3834
Glo
ba
l 27
GD
P 5
Ch
ina
Sin
ga
po
re
Me
xic
o
Ca
na
da
Ne
the
rla
nd
s
Bra
zil
Arg
en
tin
a
Ita
ly
Sp
ain
U.S
.
So
uth
Afr
ica
So
uth
Ko
rea
Au
str
alia
Ire
lan
d
Ja
pa
n
U.K
.
Sw
ed
en
Tu
rke
y
Co
lom
bia
Ind
ia
Ind
on
esi
a
UA
E
Ho
ng
Ko
ng
Ma
lays
ia
Ge
rma
ny
Fra
nc
e
Ru
ssi
a
Po
lan
d
50%
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 63
Percent trust in media, General Population, 2015 vs. 2016
General
Population
+10
Increased trust in 18 countries
2015 2016
n/a
5147
77
57 5659
47 4643
52
40
48
4347
41
50
38
45
3431
34
20
7680 79
62
51
4442
57 56
81
72
64
69
6159 59
57 56 55 54 53 53 52 5249
47
3936
31
62
7370
68
59
49
3834
Glo
ba
l 27
GD
P 5
Ch
ina
Me
xic
o
Bra
zil
Sin
ga
po
re
Ca
na
da
Ma
lays
ia
U.S
.
S.
Afr
ica
Arg
en
tin
a
Ita
ly
Au
str
alia
Sp
ain
Ho
ng
Ko
ng
S.
Ko
rea
U.K
.
Ge
rma
ny
Ire
lan
d
Ja
pa
n
Sw
ed
en
Tu
rke
y
Co
lom
bia
Ind
ia
Ind
on
esi
a
UA
E
Ne
the
rla
nd
s
Fra
nc
e
Ru
ssi
a
Po
lan
d
50%
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 64
Percent trust in media, Informed Public, 2015 vs. 2016
Increased trust in 20 C ountries
+15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10
Informed
Public
2015 2016
n/a
4144
75
68
4751
37
4441
35 3634
3028
22
2723
15 16
83
6865
5148
40
46
27
32
23
4246
79
74
53 53
45 4542
39 3936 35
32 3230
26 26
16
32
80
65
58
4945
39 39
2421
19
Glo
ba
l 27
GD
P 5
Ch
ina
Sin
ga
po
re
Ca
na
da
Ru
ssi
a
Au
str
alia
Ho
ng
Ko
ng
Tu
rke
y
U.S
.
Ja
pa
n
U.K
.
So
uth
Ko
rea
Me
xic
o
Ire
lan
d
Ita
ly
Arg
en
tin
a
Sp
ain
So
uth
Afr
ica
Co
lom
bia
UA
E
Ind
ia
Ind
on
esi
a
Ne
the
rla
nd
s
Sw
ed
en
Ge
rma
ny
Ma
lays
ia
Fra
nc
e
Bra
zil
Po
lan
d
50%
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 65
Percent trust in government, General Population, 2015 vs. 2016
General
Population
Increased/equal trust in 17 countries
+10 +11 -11
2015 2016
n/a
4851
82
70
49 49
43 41 42 41
33
26
40
3328 26
90
82
72
65
5954
50
4245
37
30
16
5156
86
76
6560
55 55
47 4643 41 41
3835
3227
35
8277
6663
5853
4540
3430
22
15
Glo
ba
l 27
GD
P 5
Ch
ina
Sin
ga
po
re
Ca
na
da
Au
str
alia
U.K
.
U.S
.
Ho
ng
Ko
ng
Tu
rke
y
Me
xic
o
Ire
lan
d
Ja
pa
n
S.
Ko
rea
Ita
ly
Sp
ain
Arg
en
tin
a
Co
lom
bia
UA
E
Ind
ia
Ind
on
esi
a
Ne
the
rla
nd
s
Sw
ed
en
Ru
ssi
a
Ge
rma
ny
Fra
nc
e
Ma
lays
ia
Bra
zil
Po
lan
d
S.
Afr
ica
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 66
Percent trust in government, Informed Public, 2015 vs. 2016
+16 +11 +12 +14 +10 +15 -11
Informed
Public
2015 2016
+16 +11 +12 +10
Increased trust in 15 C ountries
n/a
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.
67
Trust in different types of business
52%
66%
46%
Global
59%54%52%
Asia Pacific
41%
72%
41%
Europe
52%
80%
47%
North America
57%
76%
40%
Latin America
Public Companies
Family-owned
State-owned
General
Population
66 66 6664
62 6260 59
5654
4745
42
3331 30 29
Ca
na
da
Sw
ed
en
Sw
itze
rla
nd
Ge
rma
ny
Au
str
alia
U.K
.
Ja
pa
n
Ne
the
rla
nd
s
U.S
.
Fra
nc
e
Ita
ly
Sp
ain
So
uth
Ko
rea
Ch
ina
Bra
zil
Ind
ia
Me
xic
o
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.
68
Trust in companies headquartered in each country, and percentage
point change, 2013 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 23
Has Ethical Business Practices 55 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 23
Treats 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 15
Offers High Quality Products Or Services 58 35 23
Is An Innovator Of New Products, Services Or Ideas 41 32 9
Purpose 43 28 15
Works 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 9
Has 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.
Societal Expectations Vary
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
Percent who agree that each is an important issue for business to address
U.S
.
Ca
na
da
Me
xic
o
Bra
zil
Arg
en
tin
a
U.K
.
Ge
rma
ny
Fra
nc
e
Ita
ly
Sp
ain
Ire
lan
d
Ne
the
rla
nd
s
Po
lan
d
Sw
ed
en
Ru
ss
ia
UA
E
So
uth
Afr
ica
Tu
rke
y
Ind
ia
Ch
ina
Ja
pa
n
S.
Ko
rea
Ind
on
es
ia
Au
str
ali
a
Sin
ga
po
re
Ho
ng
Ko
ng
Ma
lay
sia
Co
lom
bia
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 89
Improving 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 88
Protecting 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 88
C reating 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
S upporting 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 85
Addressing 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 84
Developing 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