2017 Edelman Trust Barometer - Hong Kong
Transcript of 2017 Edelman Trust Barometer - Hong Kong
2017 Edelman Trust BarometerHong Kong Report
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).
2017 Edelman Trust Barometer Methodology
Informed PublicGeneral Online Population
17 years of data
33,000+ respondents
All fieldwork was conducted between October 13th and November 16th, 2016
Online Survey in 28 Countries
Mass Population
‣ 9 years in 20+ markets
‣ Represents 13% 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
‣ All population not including Informed Public
‣ Represents 87% of total global population
‣ 6 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
All slides show General Online Population unless otherwise noted
2016: The Inversion of Influence
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. Informed Public and Mass Population, 28-country global total.
Influence& Authority Influence
Authority
MassPopulation
85%of population
48 Trust Index
15% of population
60 Trust IndexInformed
Public
12 point trust gap
The Inversion of Influence in Action
Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General Population Respondents, Nov. 28 to Dec. 11, 2016
Trump Voters
Clinton Voters
Trust Barometer Supplement: UK Supplement, 1,150 General Population Respondents, December 23, 2016 to January, 7 2017
Remainin the EU
Leavethe EU
Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.
67% are fearful
45% are fearful
54% are fearful
27% are fearful
Percent who hold various societal and economic fears
Trust IndexA World of DistrustAverage trust in institutions, General Population, 2016 vs. 2017
47 Global72 India69 Indonesia67 China60 Singapore60 UAE53 Netherlands52 Mexico52 U.S.50 Colombia49 Canada48 Brazil48 Italy48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 France40 U.K.38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 Russia
2016 2017
50 Global 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
Source: 2017 Edelman Trust Barometer. The TrustIndex is an average of a country's trust in the institutionsof government, business, media and NGOs. General Population, 28-country global total.
3 point decrease in the global Trust Index
Trust declines in 21 of 28 countries—the broadest declines since beginning General Population tracking in 2012
2 in 3 countries are now distrusters
Trust IndexA World of Distrust
48 Global72 India69 Indonesia67 China60 Singapore60 UAE53 Netherlands52 Mexico52 U.S.50 Colombia49 Canada48 Brazil48 Italy48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 France40 U.K.38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 Russia
45 Global69 China62 Singapore57 UAE 56 Mexico55 India54 Indonesia53 Hong Kong53 Malaysia51 Canada49 Argentina48 Netherlands47 Italy46 Brazil40 Australia40 U.S.39 S. Korea38 Poland36 France36 Spain36 Sweden35 U.K.34 Germany34 Ireland32 Japan30 Russia
Source: 2017 Edelman Trust Barometer. The TrustIndex is an average of a country's trust in the institutionsof government, business, media and NGOs. General Population, 25-country global total.
2012 2017
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
Average trust in institutions, General Population, 2012 vs. 2017
Trust in Government
“People in this country have had enough of experts.” – Michael Gove, Member of Parliament, U.K.
Distrusted in 75% of countries
Government Trust Declining Globally
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in government, and change from 2016 to 2017
Declines in 14 countries
50%
Glob
al 2
8
GDP
5
S. A
frica
Pola
nd
Braz
il
Mex
ico
Fran
ce
Spai
n
S. K
orea
Italy
Colo
mbi
a
Irela
nd
Arge
ntin
a
U.K.
Aust
ralia
Japa
n
Mal
aysia
Germ
any
Hong
Kon
g
Cana
da
Russ
ia
Swed
en U.S.
Neth
erla
nds
Turk
ey
Sing
apor
e
Indo
nesia
Indi
a
UAE
Chin
a
4147
1520
24 24 25 25 28 31 32 32 33 36 37 37 37 38 40 43 44 45 4751 51
69 7175 75 76
0 +8 +2 +9 +13
+100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1
Y-to-Y Change+−
NeutralDistrust Trust
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in government, 2012 vs. 2017Trust in Government: All-Time Low
2012 2013 2014 2015 2016 2017
55
53
42
4445
40
Source: 2017 Edelman Trust Barometer Q130-747. 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, Hong Kong, question asked of half the sample.
Percent who rate each spokesperson as very/extremely credible
Government Official Credibility: All-Time Low
Government Officials
41% Credible
Government Officials
29% Credible
2016 Credibility
2017 Credibility
10 pointgap between Informed and Mass
Government Should Rein in Business
Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Hong Kong, question asked of one-fifth the sample.
Regulation
88%agree that the
pharmaceutical industry needs
more regulations
Tax Policy
73%agree that policy makers should
tax foods that negatively impact health
Reform
47%do not agree that
financial market reforms have increased
economic stability
Media “The global village that was once the internet was has been replaced by digital islands of isolation that are drifting further apart each day.”
- Mostafa M. El-Bermawy, Vice President, WorkZone
Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Question asked of half the sample. Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”), question asked of half the sample. General Population, Hong Kong.
“I would support politicians I trust to make things better for me and my family even if they exaggerated the truth”
Nearly
3in5 agree 54%Do not regularly listen to people or organizations with whom they often disagree
to ignore information that supports a position they do not believe in
Nearly
3x more likely
The Echo Chamber in Action: Facts matter less. Bias is our filter.
2012 2013 2014 2015 2016 2017
5455 55
50
47
42
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in media, 2012 vs. 2017Hong Kong Trust in Media: All-Time Low
Search engines*
Traditional media
Online-only media**
Social media
Owned media
Traditional Media Shows Steepest Decline
Source: 2017 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, Hong Kong, question asked of half the sample. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Search engines now most trusted
Traditional media down 21 points since 2012
2012 2013 2014 2015 2016 2017
55
41
59
36
Trust in Business
I and the public knowWhat all schoolchildren learn
Those to whom evil is doneDo evil in return
- W. H. Auden
Global Business on Brink of Distrust
Source: 2017 Edelman Trust Barometer Q11-620. [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) General Population, 28-country global total.GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in business, and change from 2016 to 2017
Distrusted in 13 countries
50%
Glob
al 2
8
GDP
5
S. K
orea
Hong
...
Russ
ia
Pola
nd
Irela
nd
Japa
n
Germ
any
Turk
ey
Arge
ntin
a
U.K.
Spai
n
Swed
en
Aust
ralia
Fran
ce
Cana
da
Italy
Mal
aysia
S. A
frica
Sing
apor
e
U.S.
Neth
erl..
.
Braz
il
Colo
mbi
a
UAE
Chin
a
Mex
ico
Indi
a
Indo
nesia
52 51
2934
39 40 41 41 43 43 45 45 46 46 48 50 5055 56 56 58 58 60 61 64 64 67 67
74 76
-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1
Declines in 18 countries
Y-to-Y Change+−
NeutralDistrust Trust
Hong Kong Business: All-Time Low
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in business, 2012 to 2017
2012 2013 2014 2015 2016 2017
42
43
41
38
39
34
CEO Credibility in Crisis
Source: 2017 Edelman Trust Barometer Q130-747. 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, 28-country global total and Hong Kong, question asked of half the sample.
Percent who rate each spokesperson as very/extremely credible
19% decline since 2016 – most significant decline globally
10pt. below global average
Hong Kong
27% Credible
Global
37% Credible
66% agree
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
Citizens Expect Business to Address Societal Issues
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, Hong Kong, question asked of half the sample..
Corruption Globalization Pace of Innovation
Citizen Concerns Percent of respondents who are concerned regarding each issue
65%64% 54%
46% globalization 50% the pace of change
is taking us in the wrong direction
62% lack of training or skills
50% automation
50% foreign competitors
50% jobs moving to cheaper markets
Population worries about losing their jobs due to:
in business and industry is too fast
Source: 2017 Edelman Trust Barometer. Corruption Q686-687, Globalization Q681-684, Pace of innovation Q677. For details on how the societal fears were measured, please refer to the Technical Appendix. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast), question asked of half the sample. General Population, Hong Kong.
Source: 2017 Edelman Trust Barometer Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.) General Population, 28-country global total and Hong Kong, question asked of half the sample.
Do No HarmActions business can take that would most damage trust (top 6 most-selected)
Move jobs from this country to cheaper labor markets
Reduce costs by lowering product quality
Pay top executives much more than the average worker
Reduce employees’ benefits
Pay bribes to government officials to win contracts
Reduce costs by cutting jobs
33%
43%
44%
46%
50%
50%
36%
40%
44%
36%
51%
39%
Hong KongGlobal
Sold shares
Shared negative opinions online
Criticized companies
Refused to buy products/services
21%
29%
50%
59%
Trust MattersPercent who engage in each behavior based on trust
Behaviors for Distrusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Sold shares
Source: 2017 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/do not trust? (Yes Summary) General Population, Hong Kong, question asked of half the sample.
How to Drive Trust in Business
Purpose Drives Trust in Business Top trust drivers in Hong Kong
43%
41%
36%
35%
31%
26%
25%
20%
Treats employees well
Has ethical business practices
Works to protect and improve the environment
Addresses society's needs in its everyday business
Places customers ahead of profits
Is an innovator of new products, services or ideas
Delivers consistent financial returns to investors
Ranks on a global list of top companies, such as best to work for or most admired
Source: 2017 Edelman Trust Barometer Q80-639. 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) General Population, Hong Kong.
Important Drivers of Trust Less Important Drivers of Trust
Employee Advocacy not Leveraged
Source: 2017 Edelman Trust Barometer 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, both positive and negative, and its handling of a crisis? Q612. 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. A company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development? Q615. A company’s stand on issues related to the industry in which it operates? Question asked of one-quarter of the sample. Q130-747. 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, Hong Kong, question asked of half the sample.
Most trusted spokesperson to communicate each topic
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
56% a person like yourself
15 16 1519
24
15
24
16 1722 22
17
48
33 3127 27 27
20
27 2924 22 21
18
28 2824
32 33
1014 12
1916 17
Partnerships/programs to address
societal issues
Business practices/
crisis handling
Financial earnings & operational
performance
Innovation effortsTreatment of employees/customers
Views on industry issues
2012 2013 2014 2015 2016 2017
5455 55
50
47
424243
4138
39
34
5553
4244
45
40
6163
64
57 5759
Partner with NGOs
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong.
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2017
NGOs
Media
Government
Business
How to Gain Trust in Today’s Environment
A New Modelfor Earning Trust
Engage with the people that can best
help achieve your purpose – NGOs
and your employees
Build operations and policies that
make your purpose a reality
Define your purpose in society and put it at the core of your business
Craft your story for today’s media environment: earned, social and search
Thank You