2012 Edelman Trust Barometer Indonesia

1 © Edelman, 2012. All rights reserved.

2012EDELMAN TRUST BAROMETERINDONESIA RESULTS

FEBRUARY 6, 2012


2012 Edelman Trust Barometer – Indonesia FindingsMETHODOLOGY OVERVIEW

Twelfth annual study, fourth in IndonesiaOnline survey in 25 countries30,000+ respondents

1,000 general population respondents per countryAges 18+

Oversample of informed publics*500 respondents in U.S. and China and 200 in all other countries

Ages 25-64 (Trending data among Ages 35-64)

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 PUBLIC

INFORMEDPUBLIC25-64

INFORMEDPUBLIC35-64

Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong and Malaysia

Indicates Global Data

APAC Indicates Asia Pacific Region Data

Indonesia sample: 1,000 general population respondents & an oversample of 200 Informed Publics

Indicates Indonesia Data

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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 trust

2009

Trust is now an essential line of business2010

Rise of authority figures20112011: Business must align profit with purpose

2010: Transparency key driver of trust

2009: Business must partner with government to regain trust

Indonesia findings


THE STATE OFTRUS

T


TRUSTERS

NEUTRAL

DISTRUSTERS

GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32

GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39

20122011

>

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 23 country global total in 2011 and (across 25 countries in 2012)

Despite some drop in trust, Indonesia remains in the “Trusters” category


TRUST IN INSTITUTIONS – INDONESIA

Q: 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Indonesia

Indonesia

APAC

Indonesian trust in business and media high and steady

Media Business Government NGOs

80% 78%

40%

53%

62% 60%

54%

65%

53% 54%

46%

60%

Global


50%

TRUST IN MEDIA

Q: 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 countries in 2011 and 25 countries in 2012

2011 Informed Public2012 Informed Public

TrustTrust Steady Trust

N/A N/A

Media only institution to see trust rise globally; Indonesia trust levels remain stable

GlobalIndia U.S. U.K.

Italy

Australi

a

Canad

a

Singa

pore

German

y

Sweden

Spain

China

Mexico

Irelan

dRussi

a

France

Poland

Indonesia

Netherla

nds

South

Korea

Argentina

UAEBraz

ilJap

an

Hong Kong

Malaysi

a

49% 50%

27%

22%

45%

32%

45%

59%

37% 37%

46%

80%

67%

38% 37%

45%

53%

86%

69%

53%

60%

72% 73%

48%52%

70%

45%

37%

57%

43%

54%

65%

42%38%

46%

79%

65%

35%33%

41%

48%

80%

61%

45%

49%

61% 61%

36%

65%

47%



Indonesian trust in business ranks highest out of 25 countries

TRUST IN BUSINESS

Q: 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and across 25 countries in 2012

N/A N/A

TrustTrust Trust Steady

50%


GlobalChina

Canad

aU.S.

Australi

a

Poland

Sweden

Russia

India

Singa

poreIta

ly

Indonesia

Irelan

d

Mexic

oU.K.

Argentina

Japan

Netherla

ndsUAE

South

Korea

German

yBra

zil

Fran

ceSp

ain

Mala

ysia

Hong Kong

56%

61%

50%

46%

54%

44%

52%

41%

70%67%

64%

80%

46%

81%

44%

63%

53%

74%78%

46%

52%

81%

48%

53%53%

71%

56%

50%

57%

46%

54%

41%

69%66%

62%

78%

43%

77%

38%

57%

47%

65% 67%

31%34%

63%

28%32%

65%

47%


2012

Q16-26. [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) Informed publics ages 25-64 in Indonesia

TRUST IN INDUSTRIES – INDONESIA, APAC AND GLOBAL

Technology

Banks

Automotive

Food and beverage

Media

Financial services

Pharmaceuticals

Telecommunications

Consumer packaged goods

Energy

87%

86%

85%

81%

79%

76%

76%

75%

73%

71%

85%

68%

77%

66%

63%

62%

66%

68%

66%

65%

80%

50%

67%

66%

52%

48%

58%

62%

63%

56%

In Indonesia, trust in nearly all industries remains high compared to APAC and global

Indonesia

APAC

Global


Q16-26. [Banks 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) Informed publics ages 35-64 in China, South Korea, Indonesia, Malaysia & Singapore

TRUST IN BANKS

Over time, trust in banks steady and high in Indonesia

2009 2010 2011 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%85% 88% 82%

51%

76%

55%

38%

84%88% 89% 88%

0.77

69%

67%

66%

China

South Korea

Indonesia

Malaysia

Singapore


Once (1), 1%Twice (2), 12%

Three times (3), 35%

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

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

Ten or more times (10+), 17%

Three to Five times

61%

Q: 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 enter the number of times below. Informed publics ages 25-64 in Indonesia

NUMBER OF TIMES NEEDED TO HEAR INFORMATION – INDONESIA

In Indonesia, skepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE


29%

23%

8%

23%

44%

31%

18%

23%


+ 15

+ 10

Q: Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Indonesia

TRUST IN INFORMATION SOURCES – INDONESIA

ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE

For corporate information, trust in traditional and social media rises


50%

TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)

Q: 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and 25 countries in 2012


TrustTrust Steady Trust

N/A N/A

NGOs globally most trusted institution, despite some drops (including Indonesia)

GlobalChina

India

South

Korea

Argentina

Italy

U.K.U.S.

France

Australi

a

Singa

pore

Irelan

d

Poland

Canad

aUAE

Mexico

German

ySp

ain

Sweden

Indonesia

Netherla

ndsRussi

aJap

anBraz

il

Hong Kong

Malaysi

a

61%63%

61% 62%

70% 70%

51%55%

58%

65% 64%

53%56%

72% 72%

85%

55%

60%

53%

66%

72%

42%

51%

80%

58%

79%

67% 67%

75% 74%

54%58%

60%

65%64%

53% 55%

66% 66%

78%

48%51%

41%

53%

59%

28%30%

49%

70%68%



BUSINESSGOVERNMENTDYNAMIC


Technical expert in the company

Academic or expert

Financial or industry analyst

CEO

A person like yourself

NGO representative

Regular employee

64%

58%

52%

50%

41%

26%

12%

Academic or expert

Technical expert in the company

A person like yourself

Financial or industry analyst

CEO

NGO representative

Regular employee

73%

71%

70%

57%

47%

33%

30%

CREDIBLE SPOKESPEOPLE – INDONESIA

20122011

Q: 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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Indonesia

+ 15

+ 29

+ 18

Academics, peers and regular employees gain credibility


PLACES CUSTOMERS AHEAD OF PROFITS

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

TREATS EMPLOYEES WELL

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

HAS ETHICAL BUSINESS PRACTICES

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

35%

36%

37%

62%

38%

37%

49%

50%

69%

70%

70%

72%

72%

72%

74%

75% - 25

- 25

- 35

- 34

- 10

- 33

- 34

- 34

Business not meeting public’s expectations in Indonesia

Gap

Q: 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) General Population in Indonesia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] 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 Very/ Extremely Well) General Population in Indonesia

INDONESIA

Business ImportanceCompany Performance


HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'

PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES

26%

49%

24%

32%

52%

34%

38%

38%

34%

41%

43%

46%

58%

66%

67%

68% - 30

- 29

- 32

- 6

- 14

- 19

+ 8

- 8

Business not meeting public’s expectations in Indonesia

Gap

Q: 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) General Population in Indonesia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] 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 Very/ Extremely Well) General Population in Indonesia

INDONESIA

Business ImportanceCompany Performance


Q: Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Indonesia

REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly19%

Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries6%

GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis2%

BUILD INFRASTRUCTURE that promotes and facilitates business opportunities44%

Government SHOULD NOT PLAY A ROLE in business1%

PROTECT CONSUMERS from irresponsible business practices30%

Indonesia

THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:

In Indonesia, calls for infrastructure, greater protection and responsible behavior

19%

31%

25%

16%

4%

4%

Global


THE PATHFORWARD


INDONESIA

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”. (Top 4 Box, Trust) General Population in Indonesia; Q52-69. 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) General Population in Indonesia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population

1) Has ethical business practices

2) Innovator of new products

2) Ranks on a global list

4) Delivers consistent financial returns

1) Listens to customer needs and feedback

2) Has ethical business practices

3) High quality products or services

3) Treats employees well

3) Takes actions to address issue or crisis

6) Has transparent and open business

6) Works to protect/improve environment

8) Places customers ahead of profits

9) Positively impacts the local community

10) Addresses society's needs

11) Communicates frequently and honestly

12) Innovator of new products

13) Delivers consistent financial returns

14) Partners with third parties

15) Ranks on a global list

16) Highly regarded, top leadership

Business: from license to operate to license to lead

CURRENT TRUST BUILDING FUTURE TRUST

Societal

Operational

CURRENT TRUSTDRIVEN BY OPERATIONAL ATTRIBUTES

SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST

Attributes that Correlate with Current Trust Most Important Attributes that Build Trust

2012 Edelman Trust Barometer Indonesia

Business

Transcript of 2012 Edelman Trust Barometer Indonesia