2013 Edelman Trust Barometer Italy
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ITALY FINDINGS
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EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
2
MARKET COMPARISONSDeveloped: US, UK, France, Germany and JapanEmerged: Brazil, Mexico, Russia, India and China
ONLINE SURVEY IN 26 COUNTRIES
• 31,000+ respondents
• 5 years in 20+ markets
• 8 years in 10+ markets
GENERAL POPULATION
• 1000 respondents per country surveyed
• Ages 18+
• 2 years of data
INFORMED PUBLICS
• 500 respondents in U.S. and China & 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
• 13 years of data
Indicates Global Data
Indicates European Union Region Data
Indicates Italy DataEU SELECT COUNTRIES:UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, and Poland
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3
2013
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
RISE OF AUTHORITY FIGURES2011
THE FALL OF GOVERNMENT2012
CRISIS OF LEADERSHIP
EDELMAN TRUST BAROMETER IN RETROSPECT
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4
TRUST 2013
FINANCIAL AND BANKING INDUSTRY DEEP DIVE
THE PATH FORWARD
CRISIS OF LEADERSHIP
THE STATE OF TRUST
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STATE OF TRUST
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GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36
2011 20132012
DIS
TRU
STER
STR
UST
ERS
NEU
TRAL
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
EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013
GLOBAL 55Brazil 80
UAE 78
Indonesia 74
China 73
Netherlands 73
Mexico 69
Singapore 67
Argentina 62
India 56
Italy 56
Canada 55
South Korea 53
Sweden 52
Japan 51
Australia 51
Spain 51
France 50
Poland 49
Germany 44
U.S. 42
U.K. 40Russia 40Ireland 39
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total 6
Big Changes from 2008
Germany +19China +18Canada +14India +11
Big Changes from 2012
Germany +16France +14UK +12US +10
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2013GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36
GLOBAL 48 China 70 India 64 UAE 63 Singapore 63 Indonesia 61 Malaysia 61 Mexico 59 Hong Kong 54 Canada 52 Brazil 51 Netherlands 50 Argentina 48 U.S. 45 Germany 44 UK 43 S. Korea 43 Turkey 43 France 41 Italy 40 Sweden 40 Australia 39 Spain 37 Japan 35 Poland 34 Ireland 33Russia 30
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
Largest Differences betweenGen Pop & Informed Publics
Poland, US, Sweden: - 14 points
Singapore, Ireland, Hong Kong, France: - 13 points
General Population is
9 points lower than Informed Publics
INFORMED PUBLIC
2013 GENERAL PUBLIC
DIS
TRU
STER
STR
UST
ERS
NEU
TRAL
LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS
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12% 14%16% 17%
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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in 20-country global total
TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST A GREAT DEAL
19% 22%15% 17%
NGOS
BUSINESS
MEDIA
GOVERNMENT2012 2013 2012 2013
2012 2013 2012 2013
Trust Total: 43%Trust Total: 48%
Trust Total: 53%Trust Total: 58%
Trust Total: 52%Trust Total: 57% Trust Total: 58%
Trust Total: 63%
TRUST IN INSTITUTIONS - GLOBAL
8
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9
11%20%
9% 10%
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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in Italy
TRUST A GREAT DEAL
28% 20%20%10% NGOS
BUSINESS
MEDIA
GOVERNMENT2012 2013 2012 2013
2012 2013 2012 2013
Trust Total: 31%Trust Total: 35%
Trust Total: 62%Trust Total: 56%
Trust Total: 57%Trust Total: 50%
Trust Total: 74%Trust Total: 63%
TRUST IN INSTITUTIONS – ITALY
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2007 2008 2009 2010 2011 2012 201320%
30%
40%
50%
60%
70%
80%
52% 53% 54%57%
59%
54%
61%
44%48% 46%
45% 46%
47%
55%52%
51%49%
53%53%
47%
56%
40%
43% 44%
46%49%
38%
46%
NGOs Media Business Government
MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - GLOBAL
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) Informed Publics ages 35-64 in 18-country global total (excludes Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)1
0
2007 12 point gap
between business & government trust
2013 10 point gap between
business & government trust
Back to 2011 highs
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2007 2008 2009 2010 2011 2012 201320%
30%
40%
50%
60%
70%
80%
62% 63% 63%
70% 69%
77%
62%
33%
43%
33%
37%40%
59%
53%
42%41%
27%
56%
61%
65%
55%
32%
29%
32%35%
41%
31%
33%
NGOs
Media
Business
Government
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 – ITALY
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) Informed Publics ages 35-64
11
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2009 2010 2011 2012 201310%
20%
30%
40%
50%
60%
70%
80%
42%
47%49%
39%
55%
65%62%
67%64%
70%
33%
59%
64%62% 56%
Developed Emerging Italy
Q11-14. [Trust in Business] [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) Informed Publics ages 25-64 in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)
TRUST IN BUSINESS: DEVELOPED VS. EMERGING MARKETS
12
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2009 2010 2011 2012 201310%
20%
30%
40%
50%
60%
70%
80%
36%42% 43% 34%
47%
50%
47%
60%
44%
56%
35% 36%
45%
31%
35%
Developed Emerging Italy
Q11-14. [Trust in Government] [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) Informed Publics ages 25-64 in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)
TRUST IN GOVERNMENT: DEVELOPED VS. EMERGING MARKETS
13
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14
Global
Mexic
oBra
zil
Argentina
Indonesia
Poland
IndiaSp
ain Italy
Japan
Irelan
dRussi
aU.S.
UK
Turk
ey
Australi
a
Mala
ysia
Canad
a
German
y
Netherla
nds
Hong Kong
Singa
pore
Fran
ce
Sweden
UAEChina
S. Kore
a
59%
82%
64%
49%
74%
56%
81%
44%
56%52%
44%
40%
62%
56%
47% 48%
63%
58%
48%
61% 60%
77%
44%
58%
65%
74%
31%
50%
41%
33%
19%
47%
30%
57%
20%
35%32% 32% 29%
53%
47%
40%43%
60%58%
48%
62% 63%
82%
49%
65%
73%
81%
44%
Q11-14. [Business in General and 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 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 26-country global total and across 26 countries
BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT
GovernmentBusiness
GAP BETWEEN BUSINESS & GOVERNMENT GROWING Globally, largest gap since 2007*
Trust in Government62% of markets surveyed have
trust score below 50%
Trust in Business35% of markets surveyed have
trust score below 50%
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15Q11-14. [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) Informed Publics ages 25-64 in Mexico, Brazil, Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia
BRAZIL +31 POINTS
ARGENTINA +30 POINTS
SOUTH KOREA +13 POINTS
JAPAN+20 POINTS
INDONESIA+27 POINTSINDIA
+24 POINTS
RUSSIA+11 POINTSIRELAND
+12 POINTS
POLAND +26 POINTS
SPAIN+24 POINTS
ITALY+21 POINTS
TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP
MEXICO +41 POINTS
TRUST BUSINESS OVER GOVERNMENT
TRUST GOVERNMENT OVER BUSINESS
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LACK OF REGULATION OR CONTROL
TRANSPARENCY ISSUES
POOR PERFORMANCE/ INCOMPETENCE
WRONG INCENTIVES DRIVING POLICIES
CORRUPTION OR FRAUD
6%
11%
31%
17%
33%
LACK OF REGULATION OR CONTROL
TRANSPARENCY ISSUES
POOR PERFORMANCE/ INCOMPETENCE
WRONG INCENTIVES DRIVING BUSINESS DECISIONS
CORRUPTION OR FRAUD
16%
16%
16%
23%
27%
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENTREASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
REASONS FOR TRUSTING GOVERNMENT LESS
REASONS FOR TRUSTING BUSINESS LESS
50% 50%
16
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POOR PERFORMANCE/ INCOMPETENCE
TRANSPARENCY ISSUES
LACK OF REGULATION OR CONTROL
WRONG INCENTIVES DRIVING POLICIES
CORRUPTION OR FRAUD
20%
11%
6%
8%
55%
POOR PERFORMANCE/ INCOMPETENCE
TRANSPARENCY ISSUES
LACK OF REGULATION OR CONTROL
WRONG INCENTIVES DRIVING BUSINESS DECISIONS
CORRUPTION OR FRAUD
18%
22%
22%
8%
27%
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – ITALY(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING GOVERNMENT LESS
REASONS FOR TRUSTING BUSINESS LESS
35% 63%
17 Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
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Technology #1 in all markets surveyed*
SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTEDTRUST IN INDUSTRIES – GLOBAL
20132012
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) Informed publics ages 25-64 in 20 -country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis) 18
Technology
Automotive
Food and beverage
Consumer packaged goods
Telecommunications
Brewing and spirits
Energy
Pharmaceuticals
Media
Banks
Financial services
77%
69%
66%
65%
62%
62%
59%
58%
53%
50%
50%Financial services
Banks
Media
Energy
Pharmaceuticals
Brewing and spirits
Telecommunications
Consumer packagedgoods
Food and beverage
Automotive
Technology
45%
47%
51%
53%
56%
59%
60%
62%
64%
66%
79%
2013: Top 3 in Developed Markets #1 Technology#2 Automotive#2 Brewing & Spirits
2013: Top 3 in Emerging Markets
#1 Technology#2 Automotive#3 Consumer Packaged Goods#3 Energy
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Technology
Food and beverage
Consumer packaged goods
Brewing and spirits
Automotive
Energy
Telecommunications
Media
Pharmaceuticals
Financial services
Banks
74%
69%
62%
61%
60%
60%
55%
54%
48%
34%
32%
TRUST IN INDUSTRIES – ITALY
20132012
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) Informed publics ages 25-64 (only industries tracked from 2012 to 2013 shown) 19
Banks
Financial services
Pharmaceuticals
Media
Automotive
Energy
Telecommunications
Brewing and spirits
Consumer packagedgoods
Food and beverage
Technology
41%
44%
49%
59%
64%
65%
70%
70%
71%
74%
80%
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20Q26-Q42. [TRACKING] 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 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 26-country global total
CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED – EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES
Canada
Germ
any
Sweden
Switzerla
nd U
K
Neth
erlands
Japan U
S
France
South Kore
a It
aly Spain
Brazil
Russia
China In
dia
Mexic
o
76% 75% 74% 74%70% 68% 68%
65%61%
50% 48% 46%41%
36% 35% 34%31%
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69%
82%
67%72%
78% 76% 74%80%
71%
19%
58%
32%29%
50%
32%36%
60%
38%
Q26-Q42. [TRACKING] 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 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) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)
Developed
Emerging
*Data used includes Informed Publics ages 35-64 only in 18-country global total
Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs
21
Italy
Global trust in companies headquartered in Germany, Sweden, Canada and China has remained stable since 2008*
DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
DEVELOPED COUNTRY HQS ARE GLOBALLY ACCEPTED, WHILE EMERGING HQS HAVE HIGH TRUST DISCOUNT IN DEVELOPED MARKETS
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22
CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST; WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES TRUST IN DIFFERENT TYPES OF BUSINESSES
Global Developed Emerging US UK China UAE
70%76%
70%
86%
78%
65%
55%
62%
53%
79%
55%
48%
89%
73%
Small Businesses Big Businesses
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China, UAE
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TRUST IN SMALL BUSINESS VS. BIG BUSINESS
Global Developed Emerging EU Italy
70%
76%
70% 72%75%
62%
53%
79%
51%56%
Small Businesses Big Businesses
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India) 23
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Q11-14. [NGOs 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
N/A
50%
NGOS REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGIONTRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed have a trust score above 50%
2013 88% of markets surveyed have a trust score above 50%
24
2008 China: 48%
Global
Mexic
oChina
Mala
ysia
Hong Kong
Singa
pore
Canad
aU.S.
Fran
ceIndia
UAE
S. Kore
a
Argentina
German
y
Australi
a
Irelan
dIta
ly
Poland UK
Brazil
Netherla
nds
Turk
eySp
ain
Indonesia
Sweden
Russia
Japan
58%
78% 79%
68%70%
64%66%
58%60%
67% 66% 67%
75%
48%
65%
53%
74%
55% 54%
49%
59%
51% 53%
41%
28%30%
63%
83% 81%
76% 76%75% 73%
70% 69% 69% 67%66% 66%
64% 64% 63% 63% 62% 61%59%
57% 56% 55%
51%46%
40%
37%
2012
2013
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25
Q11-14. [Media in General 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) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
N/A
50%
STEADY GROWTH IN TRUST IN MEDIA OVER TIME;RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS
TRUST IN MEDIA
2008 50% of markets surveyed have a trust score 50% or above 2013 62% of markets surveyed have a trust score 50% or above
GlobalChina
India
Indonesia
Singa
pore
Hong Kong
Brazil
Mexic
o
German
y
Canad
a
Mala
ysia
UAE
Netherla
nds
Fran
ceU.S.
Sp
ain Italy
S. Kore
a UK
Sweden
Argentina
Irelan
d
Poland
Japan
Australi
aRussi
a
Turk
ey
52%
79%
70%
80%
65%65%
61%65%
42%
54%
47%
61%61%
41%45% 46%
57%
45%
37% 38%
49%
35%
48%
36%
43%
33%
57%
81%79%
77%
70%68% 66% 66%
61% 61% 60%59% 57%
54%51% 50% 50% 49%
47% 47% 47%45% 45% 43%
42%38%
26%
2012
2013
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TRADITIONAL MEDIA ONLINE SEARCH ENGINES
HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
58% 58%
43% 41% 40%
51%47%
32%26%
30%
65%71%
56% 58%52%54%
50%
33% 31% 32%
51%
61%
49%45%
38%
Global Developed Emerging EU Italy
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 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total
Traditional Media Online Search Engines Hybrid Media Social Media Owned Media
59%61%
49% 47% 44%
61% 60%
48%45% 43%
56% 56%
40%37% 37%
54%49%
29% 29% 31%
18-29 30-44 45-64 65+ GLOBAL AGE BREAKDOWN
26
MAINSTREAM MEDIA REIGNS IN DEVELOPED MARKETS, EQUIVALENCE AMONG SOURCES IN EMERGING MARKETS
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
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27
SKEPTICISM AND DISPERSION REQUIRES REPETITION
Q165. [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? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)
4% ONCE (1)
14% TWICE (2)
64% THREE TO FIVE TIMES
12% TEN OR MORE TIMES (10+)
6% SIX TO NINE TIMES (6-9)
29% FOUR OR FIVE TIMES (4-5)
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
35% THREE TIMES (3)
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BANKING AND FINANCIAL SERVICES DEEP DIVE
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29
50%
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) Informed publics ages 35-64 in 18-country global total and across 18 markets
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011TRUST IN BANKS – INFORMED PUBLICS AGES 35-64
2013
2008
-20-19
-25
-19-26
-24
+ 11
-13
-13 -25
-11
US Trust in Banking Industry has doubled over past two years, from 25% (2011) to
50% (2013) among Informed Publics 25-64.
SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVEL
GlobalChina
India
Mexic
oJap
an
Canad
a
S. Kore
aBra
zilU.S.
Russia
Poland
Sweden
Fran
ceIta
ly
Netherla
nds
German
y UKSp
ain
Irelan
d
56%
72%
83%
61%59%
49%
67%
52%
69%
53%
63%
51%
35%
26%
56%
42%
47%
45%
35%
45%
83%
80%
71%
60%59%
54%
49% 49%47%
44%
38%
32% 31% 31%
23% 22%19%
11%
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BANKS PERFORMANCE REPORT CARDRELATIONSHIP BETWEEN TRUST AND PERFORMANCE
Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China
30
50%+ = 40-49% = O
<40% = X
SCORING KEY
Rating of Banks’ Performance in each of the following (Total Excellent/Good)
Developed Emerging US UK Canada Australia China
Lending to small businesses X O X X O X
Providing home mortgage loans X O X X O
Offering reasonable credit cards X O X X O X
Trading and investing in government debt X O X X X X
Ensuring the privacy & security of customers' personal information O X
Overseeing initial public offerings for companies X X X X X X O
Trust in Banking Industry 42% 69% 50% 29% 59% 40% 80%
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Rating of Banks’ Performance in each of the following (Total Excellent/Good)
Developed Emerging EU APAC LATAM
Lending to small businesses X O X X X
Providing home mortgage loans X O X O X
Offering reasonable credit cards X O X O O
Trading and investing in government debt X O X O X
Ensuring the privacy & security of customers' personal information O O O O
Overseeing initial public offerings for companies X X X X X
Trust in Banking Industry 42% 69% 31% 72% 52%
31
BANKS PERFORMANCE REPORT CARDRELATIONSHIP BETWEEN TRUST AND PERFORMANCE
Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? (Total Excellent/Good) Q43-60. [ Banking 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 Develop markets, Emerging markets, EU, APAC, and Latin America
50%+ = 40-49% = O
<40% = X
SCORING KEY
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Rating of Banks’ Performance in each of the following (Total
Excellent/Good)UK Germany France Italy Spain Ireland Nether-
lands Poland Sweden Russia Turkey
Lending to small businesses X X X X X X X X X X O
Providing home mortgage loans X X X X X X X X O X O
Offering reasonable credit cards X X O X X X O X X X X
Trading and investing in government debt X X X X X X X X X X X
Ensuring the privacy & security of customers' personal information X O X X X O X O
Overseeing initial public offerings for companies X X X X X X X X X X
Trust in Banking Industry 29% 26% 34% 32% 22% 15% 31% 47% 41% 47% 35%
BANKS PERFORMANCE REPORT CARDRELATIONSHIP BETWEEN TRUST AND PERFORMANCE
Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? (Total Excellent/Good) Q43-60. [Banking 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 UK, Germany, France, Italy, Spain, Ireland, Netherlands, Poland, Sweden, Russia, and Turkey
32
50%+ = 40-49% = O
<40% = X
SCORING KEY
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23%
25%
11%
6%
13%
20%
33
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – GLOBAL
Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global total
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR – 56% GLOBALLY)
59% of causes of scandals are internal and within
business’ control
CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES
CORPORATE CORRUPTION
CONFLICTS OF INTEREST
CHANGES IN THE ECONOMY
BANKS ARE TOO LARGE
LACK OF REGULATION
TRUST DEFICIT IN BANKS LINKED TO CULTURE
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11%
31%
15%3%
17%
24%
34
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – ITALY
Q161. [ASK IF FAMILIAR WITH BANKING SCANDALS (Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals?
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)
57% of causes of scandals are internal and
within business’ control
CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES
CORPORATE CORRUPTION
CONFLICTS OF INTEREST
CHANGES IN THE ECONOMY
BANKS ARE TOO LARGE
LACK OF REGULATION
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GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS ARE COMMON ACROSS ALL BUSINESS
“Make no mistake, for UBS traders the manipulation of Libor was about getting rich,”
“As one broker told a UBS derivatives trader: ‘Mate yur getting bloody good at this libor game ...think of
me when yur on yur yacht in monaco won’t yu’”
Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country global total and across 26 countries
35
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CRISIS OF LEADERSHIP
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Academic or expert
Technical expert in the company
A person like yourself
Financial or industry analyst
NGO representative
Regular employee
CEO
Government official or regulator
69%
67%
61%
51%
51%
50%
43%
36%
TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE – GLOBAL
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A person like yourself
Technical expert in the company
Academic or expert
29%
38%
46%
50%
50%
65%
66%
68%
20132012
Q130-143. [TRACKING] 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) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included) 37
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Academic or expert
Technical expert in the company
A person like yourself
Financial or industry analyst
NGO representative
Regular employee
CEO
Government official or regulator
69%
67%
61%
51%
51%
50%
43%
36%
CREDIBLE SPOKESPEOPLE - ITALY
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A person like yourself
Technical expert in the company
Academic or expert
29%
38%
46%
50%
50%
65%
66%
68%
20132012
Q130-143. [TRACKING] 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) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE)
38
58%
57%
61%
43%
51%
41%
37%
31%
2013
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39
2008 2009 2010 2011 2012 201310%
20%
30%
40%
50%
60%
70%
80%
59%63%
69% 67% 68%
36%
29%
38%
49%
33%
40%
58%
47% 44% 43%
65%
60%
32%
27%
32%
42%
26%
33%
39%
30%
31%35%
50%
49%
An academic or expert on company issues CEO A person like yourself Government official/regulator
Regular employee
TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDERCREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 - GLOBAL
Q130-143. [TRACKING] 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) Informed publics ages 35-64 in 18 -country global total
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50%
Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS
Government official or regulator Credibility
CEO Credibility
40
MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERSBELOW 50% IN THEIR CREDIBILITY RATING
Business leaders trusted less than 50% in 16 of 26 markets
Government leaders trusted less than 50% in 21 of 26 markets
Global
Argentina
Mexic
o
IndonesiaBra
zilIndia
Russia
Turk
ey
South
Korea
Irelan
dChina
Mala
ysia
Spain
Japan Ita
ly UK US
Poland
German
yUAE
Fran
ce
Australi
a
Singa
pore
Netherla
nds
Sweden
Canad
a
Hong Kong
45%
52%
70%
55%52%
73%
41%
52%
34%36%
62%
55%
42%
22%
37%39%
43%
27% 28%
56%
37%34%
54%
26%
40%
35%
48%
38%
18%
36%
22%
32%
54%
23%
35%
22% 25%
54%
48%
35%
15%
31%
36%
41%
25%27%
55%
37% 36%
56%
32%
47%45%
60%
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26% 20% 19% 18%
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
15% 15% 14% 13%
GOVERNMENT LEADERS
41
BUSINESS LEADERS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General population across 26-country global total
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Italy
France
Germany
US
India
China
Global
8%
8%
6%
10%
20%
24%
13%
21%
33%
38%
38%
55%
71%
41%
Trust in Government
Trust Government Leaders to tell the truth
Italy
France
Germany
US
India
China
Global
13%
10%
13%
15%
34%
32%
18%
45%
37%
42%
50%
68%
67%
50%
Trust in Business
Trust Business Leaders to tell the Truth
LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP
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 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); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust business leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following? (Top Box, Trust A great Deal) General Population
-32
-35
-34
-35
-27
-28
-47
-35
-28
-25
-29 -32
42
-32 -13
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TRUST BUILDING
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44
16 ATTRIBUTES TO BUILDING TRUST
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
INTEGRITY
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
PURPOSE
OPERATIONS
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
PRODUCTS & SERVICES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
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
ENGAGEMENT
Edelman Trust Barometer research reveals 16 SPECIFIC ATTRIBUTES which build trust.
These can be grouped into FIVE PERFORMANCE CLUSTERS listed here in rank order of importance.
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HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS
INTEGRITY (58%)
PURPOSE (47%)
OPERATIONS (39%)
PRODUCTS & SERVICES (54%)
ENGAGEMENT (59%)
Edelman Trust Barometer’s 2013 TRUST PERFORMANCE CLUSTERS
Edelman Trust Barometer’s 2008 TRUST DRIVERS*
OPERATIONS
(76%)
Reputation as a place to work (81%)
Financial performance (76%)
Respected CEO or leader (71%)
45*Data used includes Informed Publics ages 35-64 only in 18-country global total
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46
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
PLACES CUSTOMERS AHEAD OF PROFITS
TREATS EMPLOYEES WELL
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
19%
28%
22%
26%
33%
23%
26%
26%
23%
24%
28%
25%
23%
24%
30%
41%
37%
38%
38%
41%
44%
47%
49%
53%
54%
57%
58%
58%
59%
61%
62%
63% -22
-32
-37
-36
-33
-30
-33
-31
-27
-23
-24
-11
-15
-16
-10
-18
Q80-Q96. [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) General Population in 26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. 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 26-country global total
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL
GapImportancePerformance
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47
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COM-PANIES TO WORK FOR OR MOST ADMIRED COMPANIES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
HAS ETHICAL BUSINESS PRACTICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
PLACES CUSTOMERS AHEAD OF PROFITS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
TREATS EMPLOYEES WELL
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
17%
14%
19%
17%
27%
20%
17%
18%
19%
24%
19%
18%
19%
21%
18%
32%
24%
25%
37%
39%
44%
50%
50%
50%
51%
54%
54%
55%
56%
57%
58%
59% -27
-40
-36
-37
-37
-35
-30
-32
-32
-33
-30
-17
-22
-18
-11
-7
Q80-Q96. [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) General Population in Italy (excludes ‘Don’t Know’ responses Q114-Q129. 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 Italy
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – ITALY
GapImportancePerformance
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Who is Trusted MOST to provide you with credible and honest information about:
Company’s CEO
Company’s Employee
Passionate or Activist
ConsumerAcademic Media
Spokesperson
A company’s employee programs, benefits & working conditions 21% 63% 16% 13% 11%
How a company serves its customers and prioritizes customer needs ahead of company profits 19% 30% 44% 16% 15%
A company’s situation in a time of crisis 30% 35% 18% 22% 23%
A company’s innovation efforts and new product development 31% 31% 27% 25% 13%
How a company uses its resources and influence to support the environment 21% 26% 34% 27% 13%
How a company supports programs that positively impact the local community 22% 27% 35% 20% 23%
Partnerships with NGO’s and effort to address societal issues 25% 20% 25% 23% 15%
A company’s financial earnings & operational performance 34% 27% 23% 23% 12%
A company’s business practices, both positive & negative 23% 36% 29% 21% 15%
Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19%
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total
GLOBAL INFLUENCER MESSAGE MAPPING
ENGAGEMENT
INTEGRITY
PRODUCTS
OPERATIONS
PURPOSE
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THE WAY WE WERE
G E N E R A L P O P U L AT I O N
CEO
BOARD OF DIRECTORS
GOVERNMENT OFFICIALS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
VERTICAL FLOW &CONTROLLED INFORMATION
PYRAMID OFINFLUENCE
“As the circle of those who decide is narrowed, as the means of decision are centralized and the
consequences of decision become enormous, the course of great events often rests upon the
decisions of determinable circles.”
- C. Wright Mills, 1956
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THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE
ACTION CONSUMERS
EMPLOYEES
G E N E R A L P O P U L A T I O N
SOCIALACTIVISTS
CEO
BOARD OF DIRECTORS
GOVERNMENT OFFICIALS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
TO 2013FROM 2000
FEW MANY
DICTATE CO-CREATE
FIXED FLEXIBLE
MONOLOGUE DIALOGUE
CONTROL EMPOWERMENT
PYRAMID OFCOMMUNITY(Horizontal)
PYRAMID OFAUTHORITY(Vertical)
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INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THE MEDIA CLOVERLEAF
PYRAMID OFCOMMUNITY(Horizontal)
PYRAMID OFAUTHORITY
(Vertical) NAVIGATING THE DIAMOND OF
INFLUENCE VIA MEDIA CLOVERLEAF
Hybrid
SocialOwned
Traditional
ACTION CONSUMERS
EMPLOYEES
G E N E R A L P O P U L A T I O N
SOCIALACTIVISTS
CEO
BOARD OF DIRECTORS
GOVERNMENT OFFICIALS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
Search & Content
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LESSONS FOR LEADERS
Observe re-ordering of authority
Old values are not sufficient
Clear opportunity for business
Trust is fragile and perceived behaviors are an anchor
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On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu