2016 Edelman Trust Barometer Singapore
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Singapore Presentation | January 28 2016 Edelman Trust Barometer
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Transcript of 2016 Edelman Trust Barometer Singapore
Singapore Presentation | January 28
2016 Edelman Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64‣ College educated‣ In top 25% of household income per age group in each country‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
3
Trust in Retrospect
Rising Influence of NGOs
2001
Business Must Partner with Government to Regain Trust
2009
Fall of the Celebrity CEO
2002Earned Media More Credible Than Advertising
2003U.S. Companies in Europe Suffer Trust Discount
2004Trust Shifts from “Authorities” to Peers
2005“A Person Like Me” Emerges as Credible Spokesperson
2006Business More Trusted Than Government and Media
2007Young Influencers Have More Trust in Business
2008
Trust is Now an Essential Line of Business
2010Rise of Authority Figures
2011Fall of Government
2012Crisis of Leadership
2013Business to Lead the Debate for Change
2014Trust is Essential to Innovation
2015
Growing Inequality of Trust
2016
4
71
60
41
40
35
30
51
38
17
24
30
19
Trust Matters
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, Singapore, question asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, Singapore, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions Online
Defended company
Paid more
Bought shares
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Search Engines
General Population
1 State of Trust
55 Global 60 Global82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia
84 UAE79 India78 Indonesia75 China65 Singapore64 Netherland
s
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
48 Italy48 S. Africa47 Hong Kong47 S. Korea46 U.K.45 Argentina45 Poland45 Russia45 Spain45 Sweden40 Turkey37 Ireland37 Japan
58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
59 Brazil59 Mexico56 Malaysia53 Canada52 Australia52 France52 U.S.50 Germany
Trust Index:Informed Public Drives ReboundAverage trust in institutions,Informed Public, 2015 vs. 2016
2015 2016
Informed Public trust up 5 points
Trusters from 22% in 2015 to 39% in 2016
Distrusters from 48% in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
6
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil58 Brazil
58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
Trust Index:General Population LagsAverage trust in institutions, Informed Public vs. General Population, 2016
Nearly 6 in 10 countries are
distrusters among the General Population
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
InformedPublic
GeneralPopulation
60 Global 50 Global
7
Trusters
Neutrals
Distrusters
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico
55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland
71 China65 UAE62 India62 Indonesia62 Singapore
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil
Trust Index:Mass Population Left BehindAverage trust in institutions, Informed Public vs. General Population vs. Mass Population
For the mass population,
17 of 28 countries are distrusters
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
GeneralPopulation
MassPopulation
50 Global 48 Global
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
InformedPublic
60 Global For the mass population, the
global index falls into distruster territory
8
Trusters
Neutrals
Distrusters
9
50%
Global Increase in Business Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
Percent trust in business, Informed Public, 2015 vs. 2016
+12 +10 +11 +10 +15 +17 +13 +14 +16 +10 +13 -12
Increased or equal trust in 22 Countries
InformedPublic
Glob
al
Indi
a
Mex
ico
Chin
a
Braz
il
S. A
frica
U.S.
Sing
apor
e
Italy
Aust
ralia
U.K.
Cana
da
Fran
ce
Spai
n
Arge
ntin
a
Pola
nd
Turk
ey
Irela
nd
Germ
any
Russ
ia
Hong
Kon
g
S. K
orea
Colo
mbi
a
Indo
nesia UA
E
Mal
aysia
Neth
erla
nds
Swed
en
57
84
72 7073
6460 61
5348
5247 45 43
46 4841
3845 45
4236
84 85
67 66
49
63
8784
8075 75
70 68 6865
60 60 59 5955
52 51 5147 46
4337
81 8073
6762
46
2015 2016
+12 +10 +11 +10 +15 +17 +13 +19 +16 +10 +13
10
Glob
al
Chin
a
Sing
apor
e
Mex
ico
Cana
da
Neth
erla
nds
Braz
il
Arge
ntin
a
Italy
Spai
n
US
Sout
h Af
rica
Sout
h Ko
rea
Aust
ralia
Irela
nd
Japa
n UK
Swed
en
Turk
ey
Colo
mbi
a
Indi
a
Indo
nesia UA
E
Hong
Kon
g
Mal
aysia
Germ
any
Fran
ce
Russ
ia
Pola
nd
44.7037037037037
64
55
4852 54
51
4541 42
39 41 41
3431 30
3328
18
70 68
62
5046 45
3942
38
47.4814814814799
73
60 5855 55 54 53
50 49 47 45 43 4239 38 36
31
23
55
63 6359
47 45 44
38 3834
50%
Media Increases and Decreases Across APACMEA
Source: 2016 Edelman Trust Barometer Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 27-country global total.
Percent trust in media, General Population, 2015 vs. 2016
General Population
+5
Increased trust in 6 APACMEA countries
2015 2016
+9 +4 +2 +8 +8 -7 -5 -3 -3 -1
Decreased trust in 5 APACMEA countries
11
Glob
al 2
7
Chin
a
Sing
apor
e
Cana
da
Russ
ia
Aust
ralia
Hong
Kon
g
Turk
ey US
Japa
n UK
Sout
h Ko
rea
Mex
ico
Irela
nd Italy
Arge
ntin
a
Spai
n
Sout
h Af
rica
Colo
mbi
a
UAE
Indi
a
Indo
nesia
Neth
erla
nds
Swed
en
Germ
any
Mal
aysia
Fran
ce
Braz
il
Pola
nd
41.1851851851852
75
68
4751
37
4441
35 36 3430 28
2227
23
15 16
83
6865
5148
4046
2732
23
42.2592592592593
7974
53 53
45 4542
39 3936 35
32 32 3026 26
16
32
80
65
58
4945
39 39
2421 19
50%
Trust in Government Remains Relatively High in Asia
Source: 2016 Edelman Trust Barometer Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 27-country global total.
Percent trust in government, General Population, 2015 vs. 2016
General Population
Increased/equal government trust in 7 APACMEA countries
+6 0
2015 2016
+4 +8 +1 +4 +5 -3 -3 -7 -7
12
50%
Glob
al
Mex
ico
Chin
a
Arge
ntin
a
Braz
il
Sing
apor
e
Cana
da
Mal
aysia
Spai
n
Italy
Sout
h Af
rica
Sout
h Ko
rea
U.S.
Aust
ralia
Fran
ce
Turk
ey UK
Pola
nd
Irela
nd
Neth
erla
nds
Germ
any
Japa
n
Swed
en
Colo
mbi
a
Hong
Kon
g
Indi
a
UAE
Indo
nesia
Russ
ia
51
63
54
6257 58 57 59
52 53 54 52 52 5255
4946 47
37
46
40
31
25
57
6560
64
30
55.0740740740741
7471 70
62 62 61 61 60 58 58 58 57 57 56 5550 50 49 49
45
34
26
63
57
64
59 57
27
NGO Trust Remains High in APACMEA
Source: 2016 Edelman Trust Barometer Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 27-country global total.
Percent trust in NGOs, General Population, 2015 vs. 2016
General Population
Increased or equal trust in NGOs in 8 of 11 APACMEA countries
+2+17 0
2015 2016
+4 +4 +6 +5 +3 -1 -1 -7
13
64
75 7671
76
5660
6458
62
2012 2013 2014 2015 2016
7382
7570
76
71 72 7368
74
2012 2013 2014 2015 2016
66
7771
6168
59 60 6057
60
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, Singapore.
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
6570 70
59
69
61 62 6055
60
NGO’s
Government
Media
Business
Post-Recession HighsInformed Public
GeneralPopulation
2 Trust Inequality
15
The Inversion of Influence
83%of Population
62Trust Index
17%of Population
72Trust Index
Informed Public
MassPopulation
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, Singapore
Authority & Influence
Influence
Authority
16
Influence
The Inversion of Influence
Influence& Authority
Authority
Old Model
‣ Elites have access to more/better information
‣ Elites’ interests interconnected with those of mass
‣ Becoming an “elite” open to all
New Reality
‣ Peer-to-peer influence more powerful than top-down
‣ Increasing distrust among mass population
‣ Mass movements based on dissatisfaction and urgency
The Divide
‣ Democratization of information and more information
‣ High-profile revelations of greed and misbehavior
‣ Income inequality
17
2012 2013 2014 2015 2016
53
58
56 56
60
44
4746 46
48
A Significant Divide Across the Globe; Similar Trend in Singapore
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed
Public
MassPopulation
12pt Gap
9pt Gap
in trust inequality--which jumps to a 5-point increase among the GDP5
3-point increase
18
A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs, 28-country global total.
Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016
CountryInformed
PublicMass
Population GapU.S. 64 45 19U.K. 57 40 17
France 55 39 16India 78 62 16
Australia 63 47 16Mexico 72 57 15
Italy 58 47 11China 82 71 11Brazil 58 48 10
Ireland 49 39 10Netherlands 62 52 10
Sweden 46 36 10S. Africa 54 44 10S. Korea 50 40 10
Singapore 72 62 10
19
Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population
An Accelerating Disparity
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Glo
bal 2
5
GD
P 5
Fran
ce
U.K
.
U.S
.
Spa
in
Mex
ico
Sin
gapo
re
S. K
orea
Mal
aysi
a
Indi
a
Chi
na
Bra
zil
Ger
man
y
Aus
tralia
Irela
nd
Rus
sia
Pol
and
Can
ada
Japa
n
Indo
nesi
a
Italy
Arg
entin
a
UA
E
Hon
g K
ong
Net
herla
nds
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sw
eden
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
20
50%
18 of 28 countries have a double-digit trust gap between high-income and low-income respondents
Trust Index:A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them
Glo
bal
GD
P 5
U.S
.
Fran
ce
Bra
zil
Indi
a
Net
herla
nds
Rus
sia
U.K
.
Italy
Sin
gapo
re
Japa
n
Hon
g K
ong
Turk
ey
Sw
eden
Spa
in
Pol
and
Col
ombi
a
Mex
ico
Irela
nd
Sou
th A
frica
UA
E
Arg
entin
a
Sou
th K
orea
Ger
man
y
Indo
nesi
a
Aus
tralia
Mal
aysi
a
Can
ada
Chi
na
6057
7164
78 78
68
49 52
6267
4945 46
50 53
40
7479
46
65 68
59
3844
80
5562
58
71
4642 40
35
5256
48
30 33
4550
32 31 3237
40
27
6269
36
5659
51
3037
73
4855 52
66
19192022262931
Low-income respondents
High-income respondents
21
50%
Glob
al
GDP
5
Japa
n
Fran
ce
Germ
any
U.K.
Aust
ralia
Italy
S. K
orea
Neth
erla
nds
Swed
en
Pola
nd
Hong
Kon
g
Cana
da
Russ
ia
U.S.
Sing
apor
e
Turk
ey
Irela
nd
S. A
frica
Spai
n
Mal
aysia
Mex
ico
Arge
ntin
a
Braz
il
Chin
a
UAE
Indo
nesia
Colo
mbi
a
Indi
a
55
46
19 2128
4841
45 4247
44
57
4650
46
63
52 49
58 55 5551
6962 64
73 7379 81
87
47
37
1520
2431 31 33 33 34 34 36 36 37
3945 46 47 49 49 49
5764 64 65
69 7074
81 83
In 19 of 28 countries, less than half of Mass Population think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed
PublicMassPopulation
17 10 12 13 10 21 10 13 18
3 Leadership in aDivided World
ActionsLeadership in a Divided World:
50%
55%
60%
65%
70%
75%
80%
85%
90%
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Singapore.
*From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 20165 yr.
Trend
Technology 81% 76% 82% 77% 76% 5
Telecommunications 76% 70% 77% 69% 71% 5
Energy 69% 67% 71% 69% 69% 0
Food & Beverage 77% 71% 75% 68% 68% 9
Consumer Packaged Goods 70% 67% 70% 67% 64% 6
Financial Service 64% 59% 66% 62% 64% 0
Automotive 68% 68% 76% 69% 63% 5
Pharmaceutical 76% 68% 72% 68% 62% 14
General Population
24
Global 2016
74%
60%
58%
64%
61%
51%
60%
53%
25
Cana
da
Swed
en
Switz
erla
nd
Germ
any
Aust
ralia
U.K.
Japa
n
Neth
erl..
.
U.S.
Fran
ce
Italy
Spai
n
Sout
h K.
..
Chin
a
Braz
il
Indi
a
Mex
ico
66 66 66 64 62 62 60 59 56 5447 45
42
33 31 30 29
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 25-country global total.
Trust in companies headquartered in each country, and percentagepoint change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +34 Year Trend
General Population
26
7668 69
7670 70 6775
62 60 6074
63 68 6671
NGOs Business Media Government
Business Most Trusted to Keep Pace
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Singapore
Percent trust, and percent who trust each institution to keep up with the changing times, 2016
Informed Public
General Population
Trust Trusted to keep paceBusiness in the lead
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, Singapore, question asked of half the sample..
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.”
up from 75% in 2015
General Population
27
28
Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample.
Societal Expectations VaryMost important issue for business to address in each country
Canada
Brazil
Germany
FranceChina
U.S.
Poland
Argentina
Sweden
Mexico
U.K.Ireland
Netherlands
Turkey
Singapore
Hong Kong
MalaysiaColombia
Japan
Australia
Russia
S. KoreaItaly
Spain
Indonesia
UAE
S. Africa
India
General Population
R
I
IE
E
R
H
E
EE
EE
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
Integrity 48% 24% 24%Has Ethical Business Practices 50% 24% 26%
Takes Responsible Actions To Address An Issue Or A Crisis 47% 25% 22%
Has Transparent And Open Business Practices 46% 22% 24%
Engagement 46% 23% 23%Treats Employees Well 45% 25% 20%
Listens To Customer Needs And Feedback 49% 25% 24%
Places Customers Ahead Of Profits 47% 22% 25%
Communicates Frequently And Honestly On The State Of Its Business 43% 22% 21%
Products 37% 24% 13%Offers High Quality Products Or Services 48% 25% 23%
Is An Innovator Of New Products, Services Or Ideas 26% 22% 4%
Purpose 33% 20% 13%Works To Protect And Improve The Environment 38% 22% 16%
Creates Programs That Positively Impact The Local Community 32% 19% 13%
Addresses Society's Needs In Its Everyday Business 34% 20% 14%
Partners With NGOs, Government And Third Parties To Address Societal Issues 27% 17% 10%
Operations 30% 22% 8%Has Highly-Regarded And Widely Admired Top Leadership 33% 22% 11%Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 25% 22% 3%
Delivers Consistent Financial Returns To Investors 31% 22% 9%
Trust Building
Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Importance) Q114-129 Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) Singapore.
Company Importance vs. Performance%
Importance%
Performance Gap
General Population
30
Purpose Impacts TrustPercent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Singapore.
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic growth
Contributes to the greater good
Helps me and my family live a fulfilling life
Fails to contribute to the greater good
Does not have good leadership
Lacks economic growth
54%
43%
36%
45%
40%
38%
General Population
31
Role of the CEOLeadership in a Divided World:
Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Singapore, question asked of half the sample.
33
5855
5047
4346 46
39 38
58 5754 53
50 4843 43
39
Peers, Employees More Credible than LeadersPercent who rate each spokesperson as extremely/very credible
2015 2016
+7+6
Technical Expert
Academic Expert
A person like
yourself
Financial Industry Analyst
EmployeeCEO NGO representative
Board of Directors
Government official/regul
ator
CEO credibilityincreased the most
General Population
34
CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree/Bot 5 Box, Disagree) General Population, Singapore. [‘CEOs do too much lobbying,’ ‘CEOs can be trust to create jobs,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’]
Percent who agree with each statement about CEOs
Too Much
Focus on short-term financial results69%
Lobbying51%
Not Enough
Job creation51%
Positive long-term impact64%
General Population
35
Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Singapore, question asked of half the sample.
Percent who agree that CEOs should be personally visible in discussing…
78%Societal Issues
‣ Income inequality‣ Public policy discussions‣ Personal views on
societal issues
71%Financial Results
General Population
Integrity 42 19 23Exhibits highly ethical behaviors 41 16 25
Takes responsible actions to address an issue or crisis 46 25 21
Behaves in a way that is transparent and open 40 15 25
Engagement 39 16 23Treats employees well 42 17 25
Listens to customer needs and feedback 39 17 22
Places customer ahead of profits 40 14 26
Communicates frequently and honestly on the state of their company 36 16 20
Products 31 23 8Places a premium on offering high quality products or services 32 23 9
Is focused on driving innovation and introducing new products/services/ideas 31 24 7
Purpose 29 18 11Is dedicated to protecting and improving the environment 29 14 15Ensures that the company creates programs that positively impact the local community in which it operates 31 20 11
Ensures that the company addresses society's needs in its everyday business 33 21 12Ensures that the company partners with NGOs, government and third parties to address societal issues 23 18 5
Operations 27 21 6Attracts and retains a highly-regarded and widely admired top leadership team 31 23 8
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 19 21 -2
Manages the company in a way that delivers consistent financial returns 32 19 13
Leaders Seen As Underperforming
Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, Singapore.
Importance vs. performance of 16 trust-building leadership attributes%
Importance%
Performance Gap
General Population
36
Desired Leadership QualitiesCharacteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region
37
cannot name any CEOs*
60% of global respondents
North AmericaHonest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin AmericaEthical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
EuropeHonest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APACHonest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country global total.
Their education and how it shaped them
Their personal success story
The obstacles they have overcome
Their personal values
66%76%79%
85%
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Singapore, question asked of half the sample.
Percent who agree that each type of information is important in building trust in a CEO
General Population
38
EmployeeAdvocacy
Leadership in a Divided World:
40
32 33
21
3227
42
32 34
27
33
47
3332
24
48
19 19
26
1915
22 2419
1512
1510
19 2017
8 9 9 9 8 10
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Singapore, question asked of half the sample.
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings & operational performance
Business practices/crisis handling
Treatment of employees/customer
Partnerships/Programs to address societal issues
Views on industry issues
General Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
41
Company NOT engaged in societal issues
Company engaged in societal issues
Employee Advocacy Increases With Societal Issue EngagementPercent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not
Motivated to perform
Stay working for the company
Recommend company as an employer
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
61
60
55
60
64
64
75
Impact of Company
Engagement
17
25
25
28
32
25
20
92
89
89
88
87
85
81
General Population
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Singapore, question asked of half the sample.
Earned EngagementLeadership in a Divided World:
Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, Singapore, question asked of half the sample.
Transformed Media LandscapeTrust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
General Population
2012 2013 2014 2015 2016
63
55
45
64
45
Industry 2012 2013 2014 2015 2016 Millenials Gap
Search engines* 67 62 62 63 64 69% 5
Traditional media 75 68 70 62 63 65% 2
Online-only media** 58 50 53 48 55 61% 6
Owned media 49 45 48 43 45 49% 4
Social media 55 45 46 47 45 47% 2
44
Influence and Frequency of Media Sources
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Singapore, question asked of half the sample.
Percent who use each media source several times a week or more
General Population
Top 2 most-used sources of news and information are peer-
influenced media
Social
Search
TV
Newspapers
Magazines
Blogs
70
69
65
55
31
24
45
My frie
nds a
nd fa
mily
An aca
demic
expe
rt
Compa
nies t
hat I
use
A compa
ny C
EO
Electe
d officia
ls
Emplo
yees
of a
compa
ny
A jour
nalis
t
A well
-kno
wn onli
ne pe
rsona
lity
Celebr
ities
Compa
nies [
bran
ds] I
don’t
use
6555 53
43 42 45 48 4131 25
7764 64 59 55 53 52 48
37 33
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, Singapore, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015.
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
+12
General Population
+13+16
50%
Actions
Values and Role
EmployeeAdvocacy
Earned Engagement
Embracing the New Reality of Influence to Address Trust Inequality
‣ Create societal impact in addition to profits through purposeful action
‣ Express your values through honest, ethical engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them
Influence
TRUST
46
Leadership
TRUST
Thank You
