2011 Edelman Trust Barometer

38
2011 Edelman Trust Barometer Findings

description

A 23-country study that tracks the attitudes of informed publics towards institutions and sources of information.

Transcript of 2011 Edelman Trust Barometer

Page 1: 2011 Edelman Trust Barometer

2011 Edelman Trust Barometer

Findings

Page 2: 2011 Edelman Trust Barometer

Edelman Trust Barometer at a glance

Eleventh annual study

5,075 people in 23 countries on five continents

Ages 25 to 64

College-educated

In top 25% of household income per age group

in each country

Report significant media consumption and engagement

in business news and public policy

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The Edelman Trust Barometer in retrospect

Rising Influence of NGOs2001

Fall of the celebrity CEO2002

Earned media more credible than advertising2003

U.S. companies in Europe suffer trust discount2004

Trust shifts from “authorities” to peers2005

“A person like me” emerges as credible spokesperson2006

Business more trusted than government and media2007

Young influencers have more trust in business2008

Business must partner with government to regain trust2009

Trust is now an essential line of business2010

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2010 Year in review

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State of Trust

Shifting center of gravity

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57%54%

47%45%

61%

56%52%

49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NGOs Business Government Media

2010 2011

Trust in Institutions – Global

Globally, trust increases in all institutions

A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is

right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how

much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

+4

+5 +4

+2

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62%

67%

59%62%

57%

40%36%

54%

49%

42%

81%

70%

64%61%

53% 52%48%

46% 44%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brazil India Italy China Japan Germany France US UK Russia

7

Emerging markets dominate as ―business trusters‖

U.S. drops to within 5 points of Russia

Trust in Business – Top 10 Countries by GDP

A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is

right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do

you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64

Trusters DistrustersNeutral

2010 2011

+19

- 8+12

+12

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74%

39%42%

43%

36%

43%

38%

46%

38%

43%

88%85%

51%49%

45% 44% 43%40% 39%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China Brazil Japan France Italy India UK US Russia Germany

8

Business more trusted than government in 1/3 of markets

German, U.S. government trust erodes; China, Brazil rise

Trust in Government – Top 10 Countries by GDP

A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution

to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT

DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64

Trusters Distrusters

2010 2011

+14

- 6

+46

Neutral

-10

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63%

54%58%

36% 36%38% 39%

37% 38%

31%

80%

73%

50%48%

45% 45%

37% 37%

27%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China Brazil India Japan France Italy Germany Russia US UK

Trust in Media – Top 10 countries by GDP

9

A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution

to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT

DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64

+19+17

+12

- 11

Trusters DistrustersNeutral

- 9

Increased trust in media driven by China, Brazil, and Japan

Developed markets generally distrustful

2010 2011

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58%61%

48%

63%

2008 2011

59%

46%

63%

55%

2008 2011

59%

81%

56%

80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2011

40%

48%

56% 55%

2008 2011

10

Brazil China U.S. UK/FR/GER

Trust in Business and NGOs

A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.

On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much

do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China

Trust in NGOs now on par with business in emerging markets

More trusted than business in developed markets

Business NGOs

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2008 2011

Composite score is an average of a country’s trust in all four institutions

Ages 25-64

Trust Index: Developed markets at bottom

U.S. drops, Brazil rises in composite scoring

Global ―

Mexico 69

China 62

India 60

US 53

Japan 50

S. Korea 50

Canada 48

Brazil 48

France 44

UK 43

Germany 36

Russia 36

Global 55

Brazil 80

China 73

Mexico 69

India 56

Canada 55

S. Korea 53

Japan 51

France 50

Germany 44

US 42

UK 40

Russia 40

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Trust in Institutions – U.S.Informed Publics ages 25-64

59%

36%

54%

46%

43%

30%

46%

40%

46%

31%38%

27%

63%

45%

63%

55%

20%

30%

40%

50%

60%

70%

80%

2008 2009 2010 2011

Business Government Media NGOs

Worldwide

Financial Crisis

In U.S., 2011 decline mirrors 2008-2009 drop

Only country to see across-the-board fall

A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.

On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much

do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.

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75% 76% 76%71%

69% 69%

61%65%

50%

39%36% 34%

30%

76% 75%73% 73%

69% 69% 68%64%

63%

50%

44%42% 40% 39%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13

A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies

headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means

that you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

Most Trusted National Identity for Companies – Global

Germany, Canada, Sweden stay at top of trusted ―HQ countries‖

Trust in companies headquartered in BRICs and U.S. rises

N/A N/A

+ 4+ 5+ 5

+ 3

+ 3

Distrusted HQ CountriesTrusted HQ Countries2010 2011

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BRIC strategy to target emerging economies producing results

Slight image improvement in West

Trust in Companies Headquartered in BRIC

A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global

companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUST THEM

AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 Box, Trust) Informed publics ages 25-64

86%

44%

65%

28%33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brazil HQs

+ 32

+17

+15

43%

62%

70%

27%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Russia HQs

+16

+32

+12

- 7

56%60%

65%

30%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

India HQs

+17

+13+15

- 653%

40%

74%

45%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China HQs

+ 15

+20

+ 21

- 6

+14 +15

+33

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50%

51%

52%

54%

57%

57%

59%

62%

63%

63%

65%

65%

66%

68%

69%

81%

Financial services

Banks

Insurance

Media

Brewing and spirits

OTC personal health care products

Consumer packaged goods

Energy

Pharmaceuticals

Entertainment

Retail

Biotech

Food and beverage

Telecommunications

Automotive

Technology

15

Technology firmly on top; automotive rallies

Finance sector at bottom

Trust in Industries – Global

A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the

following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means

that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries

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78%

83%

61%

48%

40%

54%

71%

44%46%

26%

90%87%

71%69%

52%

44%

25% 23%

16%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China India Japan Brazil France Russia US Germany UK Ireland*

2008 2011

16

Since financial crisis, trust in banks takes big hit in the West

Reverse is true in China, India, Japan, Brazil

Trust in Banks

A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each

of the following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine

means that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64

+12

- 46

- 30

- 20

*Note: Data for 2009/

2011 displayed

+21+10

- 10

+12 - 21

2010-2011 Drops: -8 -9 -22

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85%

75% 75%

57%

98%

82%

52%

79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China

17

66%

49%

37%

45%

79%

67%

50%52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UK/FR/GER

72%

32%

39% 39%

73%

49%

43%38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

U.S.

Since 2009, automotive surges in West; energy plummets in China

Trust in Industries

A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the

following industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means

that you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in the U.S., UK/FR/GER and China

2009 2011

+17

+13

+13

- 23

+ 7+ 22+18

+13+7

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Business and Society

Toward shared value

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B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one

means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important

is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/

Extremely Important) Informed Publics ages 25-64 in 23 countries

39%

39%

46%

51%

55%

55%

63%

65%

65%

69%

Delivers consistent financial returns to investors

Has highly-regarded and widely admired top leadership

Is an innovator of new products, services or ideas

Is a good corporate citizen

Prices its brands fairly and competitively

Communicates frequently and honestly on the state of its business

Treats employees well

Is a company I can trust

Has transparent and honest business practices

Offers high quality products or services

What matters for corporate reputation:

Quality, transparency, trust, employee welfare

Reputation Factors – Global

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84%

72%70% 70%

64%60%

57% 57% 56% 55%52%

50% 49% 48%44% 44% 43% 43%

39%37% 35%

33%30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

20

G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote

from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64

in 23 Countries

% who agree

Slight majority agree with Milton Friedman

Milton Friedman: “The social responsibility of business is to increase its profits”

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91% 89% 89% 89%85% 85% 85%

82% 81% 81% 80% 79% 78% 78%74% 73% 72% 71% 71%

67%63% 62%

55%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value

21

G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in

which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s

interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 Countries

By comparison, greater expectations for business to invest in society’s

interests in developed and emerging markets

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82% 82%

74% 73%70% 69%

67% 66%63% 63% 62% 61% 61%

58% 57% 56%53% 53%

50% 49% 48%44%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner

22

G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner

OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics

ages 25-64 in 23 Countries

And government must step in to ensure business behaves responsibly

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Roadmap to Trust

A new way forward

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62%

49%

31%

41%

29%

47%

32%

70%

64%

53%50%

47%43% 43%

34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

An academic or expert

Technical expert within the company

A financial or industry analyst

CEO NGO representative

Government official

Person like yourself

Regular employee

2009 2011

Credible Spokespeople – Global

Credentials count

CEOs gain most ground as all ―authority figures‖ considered more credible

N/A

D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about

a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

+19+14

+ 8

+ 4 + 6 - 4

+ 2

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57%

43%

51%

40%

49%

16%

23% 23%19% 18%

78%74%

67%

58%

50%

43%39% 38%

34%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

India Brazil Japan Russia China France UK Italy US Germany

2009 2011

25

CEO credibility higher in emerging markets but on rise in most countries

D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about

a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 – Top 10 countries by GDP

Credible Spokespeople – CEO

Top 10 GDP

+18

+21+31 +16

+16+15

+15+27

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29%

31%

32%

41%

47%

49%

62%

Government official

CEO

Regular employee

NGO representative

Person like yourself

Financial/industry analyst

Academic/expert

2009

CEOs and ―person like me‖ swap spots

In 2011, CEOs in top tier

Credible Spokespeople – Global

34%

43%

43%

47%

50%

53%

64%

70%

Regular employee

Person like yourself

Government official

NGO representative

CEO

A financial or industry analyst

Technical expert within the company

An academic or expert

2011

D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about

a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

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38%

17%

11%

18%

4%

12%

0%

10%

20%

30%

40%

50%

27

37%

12%

30%

13%

4% 4%

0%

10%

20%

30%

40%

50%

29%

25%

18%15%

8%

4%

0%

10%

20%

30%

40%

50%

In crisis situations, people want to hear from multiple voices

Though CEO must lead the charge

D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information

about that crisis. Informed Publics ages 25-64 in 23 countries

D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages

25-64 in 23 countries

D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from

about that damage? Informed Publics ages 25-64 in 23 countries

Trusted spokesperson

during a company crisis

Preferred spokesperson

during a product recall

Preferred spokesperson when the

local community has been damaged

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28

7%

10%

11%

14%

16%

17%

23%

0% 10% 20% 30% 40% 50%

Social media

Friends and family

Company website

Broadcast (radio/TV)

Online search engine

Print (newspapers/magazines)

Online news sources

5%

7%

11%

12%

15%

19%

29%

0% 10% 20% 30% 40% 50%

Social media

Friends and family

Company website

Broadcast (radio/TV)

Print (newspapers/magazines)

Online news sources

Online search engine

Where Informed Publics go for company news and information

(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type

of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for

general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information

about a business crisis? Informed Publics ages 25-64 in 23 countries

First Source Second Source Are these the same types of sources

you consult first for information

about a business crisis?

Search engines first source people go for news about a company

Online news, including traditional outlets, second stop

No, 12%

Yes, 88%

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29

Strong media brands rise to the top

I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64

in the U.S., the U.K., China and Brazil

Brazil

Information Sources

1. Google 11%

2. Yahoo 10%

3. Globo 10%

4. Correio Braziliense 9%

5. O Globo 7%

6. Estadao.com 5%

7. JB 4%

8. Brazilian 3%

9. Folha de São Paulo 3%

10. Terra 3%

U.S.

Information Sources

1. Google 31%

2. The Wall Street Journal 24%

3. The New York Times 16%

4. CNN 16%

5. FOX News 14%

6. Yahoo! 10%

7. National Public Radio 7%

8. The Economist 7%

9. Bloomberg 7%

10. MSNBC 6%

U.K.

Information Sources

1. Google 47%

2. BBC 46%

3. The Financial Times 16%

4. The Times 13%

5. The Guardian 11%

6. The Economist 7%

7. The Telegraph 7%

8. Sky News 6%

9. Yahoo! 5%

10. The Independent 4%

China

Information Sources

1. CCTV 30%

2. Baidu 18%

3. Sina 11%

4. Sohu 10%

5. `163.COM 8%

6. Google 7%

7. Phoenix Television 5%

8. Xinhua 4%

9. The Wall Street Journal 1%

10. China Securities Journal 1%

Most relied on source for company information (unaided)

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11%

18%

7%

9%

9%

11%

18%

29%

27%

28%

31%

33%

Corporate/product advertising

Corporate communications such as press releases

Microblogging sites, such as Twitter

Social networking sites

Content-sharing sites, such as YouTube

Blogs

News/RSS feeds

Online search engines

Radio or radio news

Magazines or business magazines

Television or television news

Newspapers

30

H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,

somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in 23 countries

Tra

ditio

nal

So

cia

l Me

dia

Co

rpo

rate

Trusted Information Sources – Trust a Great Deal

On

line

Mu

ltiple

so

urc

es

Globally, traditional media and search engines most trusted sources

Page 31: 2011 Edelman Trust Barometer

Informed publics need information from multiple sources, multiple voices

31

H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do

you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.

Informed publics ages 25-64 in 23 countries

Once (1), 4%

Twice (2), 22%

Three times (3), 33%

Four or Five times (4 - 5), 26%

Six to Nine times (6-9), 8%

Ten or more times (10+), 6%

Don’t know, 2%

3-5 times

59%

And need to hear it 3-5 times to believe

Global

Page 32: 2011 Edelman Trust Barometer

In U.S. and U.K. skepticism mounts

Number who need to hear information 3+ and 10+ times increases

32

H137. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general

do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.

Informed publics ages 25-64 in the U.S. and the U.K.

U.S. in 2011

1% 12% 28% 34% 9% 14% 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

US

Once Twice 3 times 4-5 times 6-9 10+ Don’t know

3+ times: 85% (15 pt increase in two years)

U.K. in 2011

3% 10% 25% 31% 18% 9% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UK

Once Twice 3 times 4-5 times 6-9 10+ Don’t know

3+ times: 83% (10 pt increase in two years)

Page 33: 2011 Edelman Trust Barometer

The Benefits of Trust

Page 34: 2011 Edelman Trust Barometer

19%

33%

67%

73%

30%

44%

54%

75%

85%

Bought shares

Paid more for products/services

Chose to buy products/servicesRefused to buy products/services

Recommended them to a friend/colleagueCriticized them to a friend/colleague

Shared negative opinions online

Sold shares

Shared positive opinions online

+_Distrusted Companies Trusted Companies

Actions Taken Over Past 12 Months – Global

F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countriesF119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countries

34

Through personal action, trust has tangible benefits

Page 35: 2011 Edelman Trust Barometer

When a company is distrusted When a company is trusted

15% 25%

57% will believenegative information

after hearing it 1-2 times

Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)

about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries

Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about

that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries

Trust protects reputation

35

will believe positive information after hearing it 1-2 times

will believe negative information after hearing it 1-2 times

51%will believe

positive information after hearing it 1-2 times

Page 36: 2011 Edelman Trust Barometer

Conclusions

Business must align profit and purpose for social

benefit

Trust is a protective agent and leads to tangible

benefits; lack of trust is barrier to change

Current media landscape plus increased

skepticism requires multiple voices and channels

36

Demand for authority and accountability set new

expectations for corporate leadership

Page 37: 2011 Edelman Trust Barometer

The Transformation of Trust

37

Control Information

Focus Solely on Profit

Pro

tect th

e B

ran

d

Sta

nd

Alo

ne

Profit With Purpose

Old Trust Framework New Trust Architecture

WHAT

Page 38: 2011 Edelman Trust Barometer