2015 edelman food trust germany

1

THISEXIT

MARKET

July 2015

Focus: Germany

2

• 500 respondents in U.S. and China, and 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

• 15 years of data

General Online Population• 1,000 respondents per country

surveyed

• Ages 18+

• 4 years in 25+ markets

Online Survey in 27 Countries• 33,000 respondents



Informed Public

• 15,000 responders

• General and influencer consumer populations who report at least a minimal level of engagement* with brands

• 12 countries: Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, Netherlands, UK, US

• 199 multi-national brands, plus approximately 15 brands per country

• Across 11 industry sectors, including food, beverage and spirits

*To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc.

Online Survey in 27 Countries

EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY

3

Glob

al

UAE

Brazil

S. Afri

ca Italy

Franc

e

Poland

Russia

India UK

U.S.

China

Spain

Nethe

rland

s

Irelan

d

Ger

man

y

Sweden

Turke

y

63

76

7066

63

51

42 43

79

70 6964

6165

60 59

48

43

62

7773

71

64

57

51

45

78

68 68

62 6159 59

55

45

40

50%

2014 2015

TRUST DECLINES IN 70% OF COUNTRIES General Population

PERCENT TRUST IN FOOD & BEVERAGE SECTOR, 2014 VS. 2015

GLOBALLY, INCREASED TRUST IN 8 COUNTRIES; DECREASED TRUST IN 19

+6 +9+5 -6

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”.; 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) General Population in 27-country global total and across 27 countries

4

HOWEVER, FOOD & BEVERAGE IS TRUSTED SIGNIFICANTLY MORE THAN BUSINESS IN ALL MARKETS

Global U.S.Braz

il

Irelan

d UK

Swed

en

Netherl

ands

German

y

France

Spain Ita

ly

Poland

Turke

yRussi

a

S. Afri

caUAE

IndiaChina

62

6873

60

68

48

65

55 5761 63

51

43 45

71

77 79

62

4851

59

36

44 46

57

42

30

36

48

3632

37

56

6568

58

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”.; 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) General Population in 27-country global total and across 27 countries

General Population

PERCENT TRUST FOOD & BEVERAGE INDUSTRY BUSINESS

5

50%0.62

0.76

0.680.64 0.63 0.62

0.59 0.57 0.55 0.540.5 0.48 0.48

0.33

TRUST IN INDUSTRY VS. BLINDED COMPANIES

INDUSTRY TRUST DOESN’T TRANSLATE TO COMPANY TRUST

General Population

Just because the industry is trusted overall doesn’t mean companies within the industry will be trusted

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) General Population, 27-country global total. Q65-73; 210a-213a. [TRACKING] Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using 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” to do what is right. (Top 4 Box, Trust) General Population, 27-country global total.

6

PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR

General Population

SWING TRUSTERS – A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY

11%

11%

11%

21%

8% 8%

25%

27%

28%

30%

24%

22%

39% 41

%40%

32%

40%

41%

24% 19

%19% 15

%

23%

26%

Distrusters (1-3)

Neutral (4,5)

Weak Trusters (6,7)

High Trusters (8,9)

Food & Beverage Industry

Food & Beverage Retailers

Food & Beverage

Manufacturers

Fast Food Restaurants

Agribusiness Farming & Fishery

Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors 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". General Population, 27-country global total.

7

PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR

General Population

SWING TRUSTERS – A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY

11%

11%

11%

21%

8% 8%

25%

27%

28%

30%

24%

22%

39% 41

%40%

32%

40%

41%

24% 19

%19% 15

%

23%

26%

Distrusters (1-3)

Neutral (4,5)

Weak Trusters (6,7)

High Trusters (8,9)


Food & Beverage Retailers

Food & Beverage

Manufacturers

Fast Food Restaurants

Agribusiness Farming & Fishery

Swing Trusters64% 68% 68% 62% 64% 63%


8

General Population

PERCENT TRUST IN FARMING & FISHERY

FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China

26

36 36

2125 26

14

21 21

2318 18

21

3235

3941

24

4134

37

41

4441

55

4239

4245

41

30

3839 36 35

45

2222

1724

1923 20 27

2623 26

2429

1818

1416 22

87

711 8

97

910

10 913 17 9

77 3 6

High Trusters Weak Trusters Neutral


Could higher scores indicate opportunity for industry to engage in new ways?

9

General Population

PERCENT TRUST IN FARMING & FISHERY

FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China



Swing Trusters

6563

5654

65

6364 75

6965

7165

59

5756

51

67

50


10

General Population

PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS

A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China

19

25

33

14

19

119

16

11

1612 13

11

19

26

31

37

17

40

39

37

38

45

37

52

40

38

44 47

29

23

37

4139

38

41

28 2220

29

26

32

2532

3225 27

35

32

27

26

1817

27

11 13 9

18

8 18 1111 17 13 12 20

33 17 6 10 514



11

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China


General Population

PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS

A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY

Swing Trusters

68 6157

67

71

69

7772

70

69 74

64

55

74

6757

55

68


12

General Population

PERCENT TRUST IN FOOD & BEVERAGE RETAILERS

FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China

19

2628

15

20

14 15 1511

21

1513

11

17

24

30

39

17

4138 37

37

45

37

57

42

39

4246

35

21

35

43 38

39

45

2725 24

30

2535

2033

29

2626

32

36

29

27

20

15

24

11 9 10

15

8 12 510

18 9 11 18 3019 5

85 12



13

General Population

PERCENT TRUST IN FOOD & BEVERAGE RETAILERS

FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China


Swing Trusters

54

68

6361

67

70 7268

77

72

7564

58

67

57

68

70

69


14

General Population

PERCENT TRUST IN FAST FOOD RESTAURANTS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China

1518

26

812

86 7 8 9

10 94

12

17

27

38

15

32

35

33

24

33

24

40

2628 27

33

17

15

25

34

34

34

40

30

29 24

34

31

34

33

3635 34

30

33

32

29

3220

20

30

21 16 16

33

22 32 1931 28 29 26 40 48 32

1716 6 13


FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS


Nominal gap between low trust and neutrals and highest distrust creates call-to-action for QSRs

15

General Population

PERCENT TRUST IN FAST FOOD RESTAURANTS

FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China


Swing Trusters

54

6264

57

58

64

58

73

62

636163

50

47

66

54

54

70

Nominal gap between low trust and neutrals and highest distrust creates call-to-action for QSRs


16

General Population

PERCENT TRUST IN AGRIBUSINESS

DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China

2325

34

16 16

24

13 1411 19

30

20 19

2830

36

46

27

40

28

37

39

34

37

54

4142

40

44

40

25

3738

36

32

43

24

25

19

26

25

2522

2928

26

20

25

32

2122

15

1521

8

12

7

11

9

88

11

1911

613 23

11 67 2

7




17

General Population

PERCENT TRUST IN AGRIBUSINESS

DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS

Globa

lU.S

.

Brazil

Irela

nd UK

Swed

en

Nethe

rland

s

Germ

any

Fran

ce

Spai

nIta

ly

Pola

nd

Turk

ey

Russia

S. A

frica

UAE

Indi

a

China


Swing Trusters

5864

53

56

6559

62

76

707066

64

65

57

6051

47

64



18

50%

69

8380 78 76 75 74 72

68 67 66 64 64 63 62 62 6056

General Population

Want More Industry Involvement Want Less Involvement

Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total. General Population, 27-country global total and across 27 countries.

PEOPLE WANT MORE INDUSTRY INVOLVEMENTPERCENT WHO AGREE INDUSTRY SHOULD BE MORE INVOLVED

Broad global agreement that the industry should have a say in their country’s nutrition policy…

19

50%

Globa

l

China

Turk

ey

Russia

Brazil

Germ

any

Spai

n

Fran

ceIn

dia

Italy

Pola

nd U.S.

Swed

en

Irela

nd

S. A

frica

Nethe

rland

sUK

51

85

7066

54 54 53 52 52 5149

45 45 4442 41 41

12

3

6

514

129 18

14

1015

17

912

26

17

11

PERCENT WHO AGREE

…HOWEVER, PEOPLE FEEL STRONGLY THAT THE INDUSTRY IS NOT REGULATED ENOUGH

General Population

Not Enough Regulation Too Much Regulation

Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? General Population, 27-country global total and across 27 countries.

20

InternationalMarket

21

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-63% 80%

Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%

Paid more for products/services 54%

Shared negative opinions online

Shared positive opinions online-37% 48%

Defended company 40%

Sold shares Bought shares-18% 28%

Informed Public

TRUST IN INNOVATION MATTERSBEHAVIOR BASED ON TRUST

The double ROI for the Food & Beverage industry

Q371-376. 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. Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.

22

Informed Public

#1 most trusted

media source: ONLINE SEARCH

ENGINES

#1 most trusted

content creators: FRIENDS AND

FAMILY

Actions directly related to trust are linked to where people get their information

TRUST IN INNOVATION MATTERSBEHAVIOR BASED ON TRUST

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-63% 80%

Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%

Paid more for products/services 54%

Shared negative opinions online

Shared positive opinions online-37% 48%

Defended company 40%

Sold shares Bought shares-18% 28%

Q371-376. 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. Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.

23

16 KEY ATTRIBUTES

TO BUILDING TRUST

INTEGRITYHas ethical business practicesTakes responsible actions to address an issue or crisisHas transparent and open business practices

ENGAGEMENTListens to customer needs and feedbackTreats employees wellPlaces customers ahead of profitsCommunicates frequently and honestly on the state of its business

PRODUCTS & SERVICESOffers high-quality products or servicesIs an innovator of new products, services or ideas

PURPOSEWorks to protect and improve the environmentAddresses society’s needs in its everyday businessCreates programs that positively impact the local communityPartners with NGOs, government and 3rd parties to address societal needs

OPERATIONSHas highly-regarded and widely-admired top leadershipRanks on a global list of top companiesDelivers consistent financial returns to investors

Edelman Trust Barometer research reveals 16 specific

attributes that build trust.

These can be grouped into five performance clusters

listed here in rank order of

importance.

Q80-Q95. [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) Informed Public, 27-country global total.

24

STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL

ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST

TRUST-BUILDING OPPORTUNITY QUADRANTUNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES

UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES

ENGAGEMENT

INTEGRITY

OPERATIONS

PRODUCTS & SERVICES

Sta

ted Im

port

ance

Stated Performance

PURPOSE

Informed Public

Q80-Q95. [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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general 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 Extremely Well) Informed Public, 27-country global total.

25

RATIONAL

EMOTIONAL

SOCIETAL

92% WANT TO DO BUSINESS WITH COMPANIES THAT SHARE THEIR VALUES

MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS

RATIONAL

+EMOTIONA

L

+SOCIETAL

Recommend

Share Brand ContentShare Personal Info

Defend

Purchase

12%

12%

11%

10%

8%

Meeting people’s three needs states compounds benefit to brands.

26

BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY

53% 39% 32%Fails to

Contribute to the Greater

Good

Lacks Economic Growth

Does Not Help Me and My Family Live

a Fulfilling Life

57% 51% 47%Produces

Economic GrowthAllows Me to Be a

Productive Member of Society

Contributes to Greater Good

Reasons Trust in Business Has

Increased

Informed Public

Reasons Trust in Business Has Decreased

47% 53%

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.”

Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY].Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total.

27

IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FOOD & BEVERAGE INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS

WHAT BEHAVIORS BUILD TRUST?

Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General Population, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries .

General Population

GapImportance of Behavior

vs. Industry Performance

-19

-26

-23

-14

-21

-25

-18

-16

-18Makes me feel connected to something bigger

Develops intellectual property

Supports local charities and good causes

Is transparent in reporting progress on company's social responsibilities

Embraces sustainable business practices

Makes my life easier

Keeps me and my family safe

Protects customer data

Ensures quality control

49%

56%

56%

53%

57%

65%

57%

58%

65%

67%

72%

74%

78%

78%

79%

80%

84%

84%

Importance of Behavior in Building Trust in a Company


28

Make test results available publicly for review

80%

Partner with an academic institutions 75%

Run a pilot or beta tests 71%

Partner with an NGOs 63%

Partner with governments 55%

Informed Public

TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIALACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES

55% AGREE:New developments

are not tested enough

Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].

29

THE NEW FORMULA FOR BUILDING TRUST IN THE FOOD & BEVERAGE SECTOR

Discovery

Discovery isn’t just about new products. It’s the development of technologies that advance sustainable storage, distribution, purchase and consumption. It’s the understanding human interaction with ingredients and products. It’s about deepening our knowledge of the food ecosystem, and how it is impacted by R&D, energy conservation and natural resource use.

= (DBenefit

It’s essential that the industry communicate the value and benefits of its products. From the seeds that are placed in the ground, to the technology used to develop, package, store and distribute products, the industry must engage around the rational. emotional and societal benefits it brings to the table.

B+Integrity

What’s in it and how was it grown, raised or harvested? Consumers and informed publics need to feel confidant that those involved in every aspect of the food and beverage products they consume are open and honest about every ingredient involved in production and distribution. They’re also concerned about ethical business practices, which includes how the industry interacts with its employees, communities and the planet.

I)+ E EngagementEngagement is the multiplier factor. It’s engaging with stakeholders throughout the supply chain and building partnerships of mutual benefit to co-create and collaborate around solutions. How industry players engage is essential not only to building trust, but ultimately to building market share.

TTrust

Building Trust in today’s transformative food & beverage environment requires three core ingredients:

• Driving innovation (products and processes) that meet not only individual and business needs, but also societal needs;

• Rational. emotional and societal benefits are needed; and

• Transparency and ethical business practices, including treating employees well.

30

THREE ACTIONS THE FOOD & BEVERAGE INDUSTRY CAN TAKE TO BUILD TRUST

BehaveSolve EngageWe must engage with new rigor and self-awareness. We must show commitment to robust relationships and partnerships, transparency and consistency in reporting, active listening to stakeholders’, and a willingness to help all stakeholders, including consumers, understand what’s in our products and how they are grown, harvested, produced, distributed ad brought to market. Ultimately this is an action of leadership, culture and conduct.

We must apply our unparalleled perspective and skill to solving the world’s toughest problems. Shifting demographics, the environment, nutrition security and global connectivity place unprecedented pressure on our global food supply. They also provide an opportunity, for the food & beverage industry to bring new ideas and products to market that yield benefit, while ensuring the connection between new developments and societal benefits like nutrition security, energy conservation and environmental protection.

With those issues comes the opportunity to explore innovative products and services that are more than profit-drivers. They also can be about solutions to larger community, national, regional and global issues.

We must adopt a new framework, rooted in facilitating two-way dialogue, sharing information and fostering collaboration amongst all stakeholders in the food & beverage arena. Because developments and products do not speak for themselves, our companies and brands must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch audiences.

We must also explain product and brand attributes, explaining the technology behind R&D. We also have to communicate how we bring new products and practices to market. We need to invite stakeholders in and let them immerse themselves in our companies and brands. And we should actively engage in partnerships, encourage feedback, listen to others’ feedback.

2015 edelman food trust germany

Food

trust declines

increased trust

trust general population

countries ages

countries edelmans

great deal

responders general

markets online survey