edelman trust barometer 2015 - food & beverage - european results

1

THISEXIT

MARKET

June 2015

2

• 500 respondents in U.S. and China, and 200 in other countries

• 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

• 15 years of data

General Online Population

• 1,000 respondents per country surveyed

• Ages 18+

• 4 years in 25+ markets

Online Survey in 27 Countries

• 33,000 respondents



Informed Public

• 15,000 responders

• General and influencer consumer

populations who report at least a

minimal level of engagement* with

brands

• 12 countries: Australia, Brazil,

Canada, China, France, Germany,

India, Japan, Mexico, Netherlands,

UK, US

• 199 multi-national brands, plus

approximately 15 brands per

country

• Across 11 industry sectors,

including food, beverage and spirits

*To participate in the survey, respondents had to report

participating in a minimum of one brand engaging activity in the

last 12 months. Brand engaging activities might include things

like visiting a brand website, attending a brand sponsored event,

following a brand on Twitter, wearing branded clothing, etc.

Online Survey in 27 Countries

EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY

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China 79

UAE 79

Singapore 73

Indonesia 72

India 69

Malaysia 65

Canada 60

Netherlands 60

Hong Kong 59

Mexico 59

Australia 58

Brazil 57

Germany 57

Argentina 53

U.K. 52

S. Korea 51

Sweden 51

S. Africa 50

U.S. 49

France 46

Japan 44

Italy 43

Turkey 41

Ireland 39

Spain 39

Russia 37

Poland 35

NUMBER OF TRUSTER COUNTRIES

AT AN ALL-TIME LOW

THE TRUST INDEX:

TR

US

TE

RS

NE

UTR

AL

DIS

TR

US

TE

RS

2014

TRUSTERS from 30% to 22% in 2015

GLOBAL 56

Italy 48

S. Africa 48

Hong Kong 47

S. Korea 47

U.K. 46

Argentina 45

Poland 45

Russia 45

Spain 45

Sweden 45

Turkey 40

Ireland 37

Japan 37

2015

UAE 84

India 79

Indonesia 78

China 75

Singapore 65

Netherlands 64

Brazil 59

Mexico 59

Malaysia 56

Canada 53

Australia 52

France 52

U.S. 52

Germany 50

GLOBAL 55

DISTRUSTERS from 33% to 48% in 2015

Informed

Public

The Trust Index is an average of a country’s trust in the institutions of government, business, media and

NGOs. 27-country global total.

Trust Increases:

India +10

France +6

U.S. +3

Trust Decreases:

Germany -7

UK -6

China -4

5

DEFICIT NEARLY 10 POINTS LOWER

AMONG GENERAL POPULATION, WITH

AN AVERAGE 3 POINT DECREASE IN

TRUST ACROSS ALL COUNTRIES

THE NEW TRUST DEFICIT:

Nearly 2/3 of countries are now distrusters among the General Online Population

General

PopulationIndia 68

UAE 68

Indonesia 67

China 63

Singapore 60

Malaysia 53

Canada 52

Netherlands 52

Mexico 51

Brazil 50

Hong Kong 47

U.S. 44

Argentina 43

Australia 42

Germany 42

Italy 42

S. Africa 42

Russia 40

U.K. 39

France 38

S. Korea 38

Sweden 37

Poland 36

Spain 36

Turkey 35

Japan 34

Ireland 32

2015

GLOBAL 46

Italy 48

S. Africa 48

Hong Kong 47

S. Korea 47

U.K. 46

Argentina 45

Poland 45

Russia 45

Spain 45

Sweden 45

Turkey 40

Ireland 37

Japan 37

2015

UAE 84

India 79

Indonesia 78

China 75

Singapore 65

Netherlands 64

Brazil 59

Mexico 59

Malaysia 56

Canada 53

Australia 52

France 52

U.S. 52

Germany 50

GLOBAL 55 Informed

Public

The Trust Index is an average of a country’s trust in the institutions of government, business, media

and NGOs. 27-country global total.

6

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015

THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE

BUSINESS

66% 63%

2014 2015

#1

53% 51%

2014 2015

#3

59%57%

2014 2015

#2

45% 48%

2014 2015

#4GOVERNMENTMEDIA

NGOS

Informed

Public

Q11-14. [TRACKING] 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 in 27-country global total.

7

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION

MEDIA SOURCES: FOR THE FIRST TIME, ONLINE SEARCH IS THE MOST TRUSTED SOURCE OF MEDIA

67%

63%65%

62%

52%

50%

53%53%

45%43%

45%

48%

62%

60%

63%

64%

43%42%

44%

47%

2012 2013 2014 2015

Informed

Public

Millennials Are Even

More Trusting of

Digital Media

Online Search Engines 72% (+8)

Traditional Media 64% (+2)

Hybrid Media 63% (+10)

Social Media 59% (+11)

Owned Media 57% (+10)

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) Informed Publics, 20-country global total.

8

WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:

MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST

Informed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH

25%

25%

21%

24%

22%22%

25%

29%

31%

2013 2014 2015

20%19%

18%

28%27% 27%

26%27% 27%

2013 2014 2015

19% 19%18%

22%

20% 20%

34%

36%37%

2013 2014 2015

The First Source for General

Information The First Source for Breaking News

Source Used Most to Confirm/

Validate News

Search is not only their first source for

information and breaking news, but also most

used to confirm and validate news

Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total.

Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total.

Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business?

Informed Publics, 20-country global total.

9

32%

34%

40%

45%

46%

52%

53%

60%

70%

72%

Brands I don’t use

Celebrities

Elected officials

A well-known online personality

A company CEO

Employees of a company

A journalist

Companies I use

An academic expert

My friends and family

Informed

Public

TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,

CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES

CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED

TRUSTED

NEUTRAL

DISTRUSTED

Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone,

RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, 27-

country global total. | Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the

information posted from each of the following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the

information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how much do you

trust the information posted from each of the following authors or content creators? Informed Publics, 27-country global total.

11

TRUST IN BUSINESS

TRUST IN THE FOOD & BEVERAGE INDUSTRY

PERCENT WHO TRUST FOOD AND BEVERAGE INDUSTRY, AND PERCENT WHO TRUST BUSINESS

FOOD & BEVERAGE INDUSTRY ENJOYS HIGH TRUST RATINGS

General

Population

62%

48% Trust in industry substantially

higher than trust in business

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale

where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.;

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-

point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in

27-country global total

12

FOOD & BEVERAGE IS TRUSTED SIGNIFICANTLY MORE THAN BUSINESS IN ALL MARKETS

62

68

73

60

68

48

65

5557

6163

51

4345

71

7779

62

4851

59

36

4446

57

42

30

36

48

3632

37

56

6568

58

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total and across 27 countries

General

Population

PERCENT TRUST FOOD & BEVERAGE INDUSTRY BUSINESS

13

63

76

7066

63

51

42 43

79

70 69

6461

65

60 59

48

43

62

7773

71

64

57

51

45

78

68 68

62 6159 59

55

45

40

50%

2014 2015

TRUST DECLINES IN 70% OF COUNTRIES General

Population

PERCENT TRUST IN FOOD & BEVERAGE SECTOR, 2014 VS. 2015

GLOBALLY, INCREASED TRUST IN 8 COUNTRIES; DECREASED TRUST IN 19

+6 +9+5-6

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point

scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate

how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that

you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total and

across 27 countries

14

- JEFF BEZOS

“New inventions and things that customers like

are usually good for society.”

NOT SO FAST…

51% Too Fast28% Too Slow 19% Just Right

THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…

Q349-351. Below are a number of statements. For each, please think about the pace of development and change in

business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much)

Informed Publics, 27-country global total.

15

24%

30%

35%

54%

66%

70%

Make the World a Better Place

Improve People's Lives

Personal Ambition

Greed/Money

Business Growth Targets

Technology

DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:

INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY

Informed

Public

Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed

Publics, 27-country global total.

16

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,

U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)

DEVELOPING MARKETS MORE OPEN TO INNOVATION –BUT NOT TO GMOS

+29 +19 +26 +21 +6

83%

72% 71%

60%

37%

54% 53%45%

39%

31%

Electronic and Mobile

Payments

Electronic and

Personal Health

Trackers

Cloud Computing Hydraulic Fracturing Genetically Modified

Foods

DEVELOPING COUNTRIES DEVELOPED COUNTRIES

When it comes to trust in innovation, GMOs don’t enjoy an upswing in trust in developing markets

Informed

Public

50%

Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these

recent developments? Informed Publics, 27-country global total.

17

50%62%

76%

68%64% 63% 62%

59%57%

55% 54%50%

48% 48%

33%

TRUST IN INDUSTRY VS. BLINDED COMPANIES

INDUSTRY TRUST DOESN’T TRANSLATE TO COMPANY TRUST

General

Population

Just because the industry is trusted overall doesn’t mean companies within the industry will be trusted

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-

point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population,

27-country global total. Q65-73; 210a-213a. [TRACKING] Below is a list of companies. Please indicate how much you trust each company or organization

to do what is right, using 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” to

do what is right. (Top 4 Box, Trust) General Population, 27-country global total.

18

63% 61% 59%

47%

63%67%

Food and BeverageIndustry

Food and BeverageRetailers

Food and BeverageManufacturers

Fast FoodRestaurants

Agribusiness Farming & Fishery

General

Population

PERCENT CHANGE IN TRUST 2015 VS. 2014

FOOD & BEVERAGE SUB-SECTORS: OVERALL TRUST REMAINS HIGH WITH NOMINAL TRUST FALLS IN RETAIL AND MANUFACTURING

-1-2

Fast food remains at 47%.

Numbers indicate

year-on-year losses

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point

scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population, 27-country global total.

Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following

sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them

a great deal". General Population, 27-country global total.

19

PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR

General

Population

SWING TRUSTERS –A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY

11% 11% 11% 21% 8%8%

25% 27% 28%

30%

24%22%

39%41% 40%

32%

40%41%

24%

19% 19%15%

23%26%

Distrusters (1-3)

Neutral (4,5)

Weak Trusters (6,7)

High Trusters (8,9)

Food &

Beverage

Industry

Food &

Beverage

Retailers

Food &

Beverage

Manufacturers

Fast Food

Restaurants

Agribusiness Farming &

Fishery

Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the

following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that

you "trust them a great deal". General Population, 27-country global total.

20

PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR

General

Population

SWING TRUSTERS –A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY

11% 11% 11% 21% 8%8%

25% 27% 28%

30%

24%22%

39%41% 40%

32%

40%41%

24%

19% 19%15%

23%26%

Distrusters (1-3)

Neutral (4,5)

Weak Trusters (6,7)

High Trusters (8,9)

Food &

Beverage

Industry

Food &

Beverage

Retailers

Food &

Beverage

Manufacturers

Fast Food

Restaurants

Agribusiness Farming &

Fishery

Swing Trusters64% 68% 68% 62% 64% 63%

Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the

following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that

you "trust them a great deal". General Population, 27-country global total.

21

General

Population

PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS

A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY

19

25

33

14

19

119

16

11

16

12 1311

19

26

31

37

17

40

39

37

38

45

37

52

40

38

44 47

29

23

37

4139

38

41

28 22

20

29

26

32

2532

32

25 27

35

32

27

26

18

17

27

11 13 9

18

8 18 1111 17 13 12 20

33 17 6 10 514

High Trusters Weak Trusters Neutral Distrusters

Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in

each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at

all" and nine means that you "trust them a great deal". General Population, 27-country global total.

22


General

Population

PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS

A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY

Swing

Trusters

6861

57

67

71

69

77

72

70

69 74

64

55

74

67

5755

68




23

General

Population

PERCENT TRUST IN FOOD & BEVERAGE RETAILERS

FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS

19

2628

15

20

14 15 15

11

21

1513

11

17

24

30

39

17

41

38 37

37

45

37

57

42

39

4246

35

21

35

43 38

39

45

2725 24

30

25

35

2033

29

2626

32

36

29

27

20

15

24

11 9 10

15

8 12 510

18 9 11 18 3019 5

85 12





24

General

Population

PERCENT TRUST IN FOOD & BEVERAGE RETAILERS

FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS


Swing

Trusters

54

68

6361

67

707268

77

72

75

64

58

67

57

68

70

69




25

General

Population

PERCENT TRUST IN FAST FOOD RESTAURANTS

1518

26

8

12

86 7 8 9

10 94

12

17

27

38

15

32

35

33

24

33

24

40

2628 27

33

17

15

25

34

34

34

40

30

29 24

34

31

34

33

3635 34

30

33

32

29

3220

20

30

21 16 16

33

22 32 1931 28 29 26 40 48 32

1716 6 13


FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS




Nominal gap between low trust and neutrals and

highest distrust creates call-to-action for QSRs

26

General

Population

PERCENT TRUST IN FAST FOOD RESTAURANTS

FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS


Swing

Trusters

54

6264

57

58

64

58

73

62

63

6163

50

47

66

54

54

70

Nominal gap between low trust and neutrals and

highest distrust creates call-to-action for QSRs




27

General

Population

PERCENT TRUST IN AGRIBUSINESS

DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS

2325

34

16 16

24

13 1411

19

30

20 19

2830

36

46

27

40

28

37

39

34

37

54

4142

40

44

40

25

3738

36

32

43

24

25

19

26

25

2522

2928

26

20

25

32

21

2215

1521

8

12

7

11

9

88

11

19

11

613 23

11 67 2

7





Could higher scores indicate opportunity

for industry to engage in new ways?

28

General

Population

PERCENT TRUST IN AGRIBUSINESS

DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS


Swing

Trusters

58

64

53

56

65

59

62

76

7070

66

64

65

57

60

51

47

64






29

General

Population

PERCENT TRUST IN FARMING & FISHERY

FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS

26

36 36

21

25 26

14

21 21

2318 18

21

3235

3941

24

4134

37

41

4441

55

4239

4245

41

30

38

39 36 35

45

2222

17

2419

23 20 27

2623 26

2429

18

1814

16 22

87

711 8

97

910

10 913 17 9

77 3

6







30

General

Population

PERCENT TRUST IN FARMING & FISHERY

FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS




Swing

Trusters

65

6356

54

65

6364

75

6965

7165

59

57

56

51

67

50




31

50%

69

8380

7876 75 74

7268 67 66

64 64 63 62 6260

56

General

Population

Want More Industry Involvement Want Less Involvement

Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country

global total. General Population, 27-country global total and across 27 countries.

WHY SHOULD WE CARE ABOUT SWING TRUSTERS?PERCENT WHO AGREE INDUSTRY SHOULD BE MORE INVOLVED

Broad global agreement that the

industry should have a say in

their country’s nutrition policy…

32

50%

51

85

7066

54 54 53 52 52 5149

45 45 4442 41 41

12

3

6

514

129

1814

1015

17

912

26

17

11

PERCENT WHO AGREE

…HOWEVER, PEOPLE FEEL STRONGLY THAT THE INDUSTRY IS NOT REGULATED ENOUGH

General

Population

Not Enough Regulation Too Much Regulation

Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not

enough or the right amount? General Population, 27-country global total and across 27 countries.

33

InternationalMarket

34

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-63% 80%

Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%

Paid more for products/services 54%

Shared negative opinions online

Shared positive opinions online-37% 48%

Defended company 40%

Sold shares

Bought shares-18% 28%

Informed

Public

TRUST IN INNOVATION MATTERSBEHAVIOR BASED ON TRUST

The double ROI for the Food &

Beverage industry

Q371-376. 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. Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.

35

Informed

Public

#1 most trusted

media source: ONLINE SEARCH

ENGINES

#1 most trusted

content creators: FRIENDS AND

FAMILY

Actions directly related to trust

are linked to where people get

their information

TRUST IN INNOVATION MATTERSBEHAVIOR BASED ON TRUST

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-63% 80%

Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%

Paid more for products/services 54%

Shared negative opinions online

Shared positive opinions online-37% 48%

Defended company 40%

Sold shares

Bought shares-18% 28%

Q371-376. 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. Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.

36

16 KEY ATTRIBUTES TO BUILDING TRUST

INTEGRITY

Has ethical business practices

Takes responsible actions to address an issue or crisis

Has transparent and open business practices

ENGAGEMENT

Listens to customer needs and feedback

Treats employees well

Places customers ahead of profits

Communicates frequently and honestly on the state of its business

PRODUCTS & SERVICES

Offers high-quality products or services

Is an innovator of new products, services or ideas

PURPOSE

Works to protect and improve the environment

Addresses society’s needs in its everyday business

Creates programs that positively impact the local community

Partners with NGOs, government and 3rd parties to address societal needs

OPERATIONS

Has highly-regarded and widely-admired top leadership

Ranks on a global list of top companies

Delivers consistent financial returns to investors

Edelman Trust Barometer

research reveals 16 specific

attributes that build trust.

These can be grouped into five

performance clusters listed here

in rank order of importance.

Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where

one means that action 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, Very/Extremely Important) Informed Public, 27-country global total.

37

STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL

ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST

TRUST-BUILDING OPPORTUNITY QUADRANT

UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES

UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES

ENGAGEMENT

INTEGRITY

OPERATIONS

PRODUCTS & SERVICES

Sta

ted

Im

po

rta

nce

Stated Performance

PURPOSE

Informed

Public

Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where one means that action

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, Very/Extremely

Important) Informed Public, 27-country global total. Q114-129. Please rate businesses in general 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."

(Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.

38

RATIONAL

EMOTIONAL

SOCIETAL

92% WANT TO DO BUSINESS WITH COMPANIES THAT SHARE THEIR VALUES

MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS

RATIONAL

EMOTIONAL

SOCIETAL

Recommend

Share Brand Content

Share Personal Info

Defend

Purchase

12%

12%

11%

10%

8%

Meeting people’s three needs states

compounds benefit to brands.

39

BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY

53% 39% 32%

Fails to Contribute

to the Greater Good

Lacks Economic

Growth

Does Not Help Me

and My Family Live

a Fulfilling Life

57% 51% 47%

Produces

Economic Growth

Allows Me to Be a

Productive

Member of Society

Contributes to

Greater Good

Reasons Trust in Business Has Increased

Informed

Public

Reasons Trust in Business Has Decreased

47% 53%

81%agree

“A company can take specific actions that

both increase profits and improve the

economic and social conditions in the

community where it operates.”

Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed

Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past

year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY].

Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total.

40

IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FOOD &

BEVERAGE INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS

WHAT BEHAVIORS BUILD TRUST?

Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all

important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 27-country

global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale

where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global total and

across 27 countries .

General

Population

GapImportance of Behavior

vs. Industry Performance

-19

-26

-23

-14

-21

-25

-18

-16

-1849%

56%

56%

53%

57%

65%

57%

58%

65%

67%

72%

74%

78%

78%

79%

80%

84%

84%

Makes me feel connected to something bigger

Develops intellectual property

Supports local charities and good causes

Is transparent in reporting progress on company'ssocial responsibilities

Embraces sustainable business practices

Makes my life easier

Keeps me and my family safe

Protects customer data

Ensures quality control

Importance of Behavior in Building Trust in a Company

Food & Beverage Industry

41

Make test results available publicly for review 80%

Partner with an academic institutions 75%

Run a pilot or beta tests 71%

Partner with an NGOs 63%

Partner with governments 55%

Informed

PublicTRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIALACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES

55% AGREE:

New developments are not tested

enough

Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led

changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY].

Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today,

and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].

42

THE NEW FORMULA FOR BUILDING TRUST IN THE FOOD & BEVERAGE SECTOR

Discovery

Discovery isn’t just about

new products. It’s the

development of

technologies that advance

sustainable storage,

distribution, purchase and

consumption. It’s the

understanding human

interaction with

ingredients and products.

It’s about deepening our

knowledge of the food

ecosystem, and how it is

impacted by R&D, energy

conservation and natural

resource use.

= (DBenefit

It’s essential that the

industry communicate

the value and benefits of

its products. From the

seeds that are placed in

the ground, to the

technology used to

develop, package, store

and distribute products,

the industry must

engage around the

rational. emotional and

societal benefits it brings

to the table.

B+Integrity

What’s in it and how was

it grown, raised or

harvested? Consumers

and informed publics

need to feel confidant

that those involved in

every aspect of the food

and beverage products

they consume are open

and honest about every

ingredient involved in

production and

distribution. They’re also

concerned about ethical

business practices, which

includes how the industry

interacts with its

employees, communities

and the planet.

I)+ E EngagementEngagement is the

multiplier factor. It’s

engaging with stakeholders

throughout the supply

chain and building

partnerships of mutual

benefit to co-create and

collaborate around

solutions. How industry

players engage is essential

not only to building trust,

but ultimately to building

market share.

TTrust

Building Trust in today’s

transformative food &

beverage environment

requires three core

ingredients:

• Driving innovation

(products and processes)

that meet not only

individual and business

needs, but also societal

needs;

• Rational. emotional and

societal benefits are

needed; and

• Transparency and ethical

business practices,

including treating

employees well.

43

THREE ACTIONS THE FOOD & BEVERAGE INDUSTRY CAN TAKE TO BUILD TRUST

BehaveSolve Engage

We must engage with new rigor and self-

awareness. We must show commitment to

robust relationships and partnerships,

transparency and consistency in reporting,

active listening to stakeholders’, and a

willingness to help all stakeholders,

including consumers, understand what’s in

our products and how they are grown,

harvested, produced, distributed ad

brought to market. Ultimately this is an

action of leadership, culture and conduct.

We must apply our unparalleled perspective

and skill to solving the world’s toughest

problems. Shifting demographics, the

environment, nutrition security and global

connectivity place unprecedented pressure

on our global food supply. They also provide

an opportunity, for the food & beverage

industry to bring new ideas and products to

market that yield benefit, while ensuring the

connection between new developments and

societal benefits like nutrition security,

energy conservation and environmental

protection.

With those issues comes the opportunity to

explore innovative products and services that

are more than profit-drivers. They also can be

about solutions to larger community,

national, regional and global issues.

We must adopt a new framework, rooted in

facilitating two-way dialogue, sharing

information and fostering collaboration

amongst all stakeholders in the food &

beverage arena. Because developments

and products do not speak for themselves,

our companies and brands must actively

engage a broad range of stakeholders to

facilitate greater understanding through

stories that reach and touch audiences.

We must also explain product and brand

attributes, explaining the technology behind

R&D. We also have to communicate how we

bring new products and practices to market.

We need to invite stakeholders in and let

them immerse themselves in our companies

and brands. And we should actively engage

in partnerships, encourage feedback, listen

to others’ feedback.

edelman trust barometer 2015 - food & beverage - european results

Data & Analytics