2017 edelman trust barometer - south africa
TRANSCRIPT
2017 Edelman
Trust Barometer
1
South Africa
Informed
Public
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
General Online
Population
6 years in 25+ markets
Ages 18+
1,150 respondents per country
All slides show General Online Population unless otherwise noted
2017 Edelman Trust Barometer
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).
2
17 years of data
33,000+ respondents total
All fieldwork was conducted
between October 13th and
November 16th, 2016
Online Survey in
28 Countries
Mass
Population
All population not including Informed Public
Represents 87% of total global population
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Trust
in Crisis
2017Growing
Inequality of Trust
2016
88
80
58
55
55
16
58
56
37
31
49
7
Trust Matters
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) 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) 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”. (Top 4 Box, Trust)
General Population, 28-country global total, question asked of half the sample.4
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
Behaviors for
Trusted Companies
Behaviors for
Distrusted Companies
5
Trust
Inequality
45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 Italy
47 Malaysia
47 U.S.
45 Argentina
42 Hong Kong
41 S. Africa41 Spain
41 Turkey
40 Australia
39 Germany
38 France
37 U.K.
36 S. Korea
36 Sweden
35 Ireland
34 Japan
34 Poland
31 Russia
Trust Index
Mass Population Left BehindAverage trust in institutions,
Informed Public vs. Mass Population
The Mass Population
distrusts
their institutions in
20 of 28 countries
Source: 2017 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.
MassPopulation
InformedPublic
6
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa47 Sweden
45 Russia
44 Ireland
43 Poland
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
2017: Trust Gap Narrows As Trust Declines
Source: 2017 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, South Africa.
7
Percent trust in the four institutions of government,
business, media and NGOs, 2014 to 2017
21 pts
19 pts
18 pts
Informed
Public
8pt
Gap
A 2-point
decrease in
the last year
10pt
Gap
Largest Gaps
Mass
Population
9pt
Gap
50
54
49
41
44
41
2014 2016 2017
2017: Mass Population Rejects Established Authority
8
MassPopulation
91%of population
49 Trust Index
9%of population
41 Trust IndexInformed
Public
8pt
Gap
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, South Africa.
Trust in Crisis
58 60
45
16
58 56
39
15
Trust in Three of Four Institutions Declines
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,
South Africa.
10
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
Two of four institutions distrusted
50%
Neutral
Trusted
Distrusted
-4 -6 -1
20172016
0
Trust Index
A World of Distrust
Average trust in institutions,
General Population, 2016 vs. 2017
11
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 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. Africa42 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 Trust
Index is an average of a country's trust in the institutions
of 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
43 43
2529
31 31 32 32 32 33 33
39 40 4042 42 42
44 44 45 4547 47 48 48
54 54
65 66 67
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Trust in Media Plunges to All-Time Lows
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 12
Percent trust in media, and change from 2016 to 2017
Distrusted in 82% of countries
50%
All-time low in 17 countries
-5 -11 +3 +4+2 -8-6-1-2-60-10-10-15-5-3-6 -13 -3 -2 -5-10 -6 -4 +2-10 -3 -7-5 -5
Y-to-Y Change+−
NeutralDistrust Trust
Distrusted in 75% of countries
Trust in Government Further Evaporates
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. 13
Percent trust in government, and change from 2016 to 2017
Declines in 14 countries
50%
41
47
15
2024 24 25 25
2831 32 32 33
36 37 37 37 3840
43 44 4547
51 51
6971
75 75 76
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Indonesia
India
UA
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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
53
47
2123
31
3943
46 4648
52 53 54 55 5658 58 58 59 59 59 60 60 60 61 61
64 64
71 71
Glo
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India
Mexic
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Trust in NGOs Declines
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 14
Percent trust in NGOs, and change from 2016 to 2017
Distrusted in 8 countries
50%
-2 +7 -3-6 +7-6-1-100-3+1+2-2+10-2 -2 -4 -2 -3-6 -3 -4 -5-3 -3 -6-2 -4 -2
Declines in 21 countries
Y-to-Y Change+−
NeutralDistrust Trust
NGOs less trusted than business in 11 countries
Business on the 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. 15
Percent trust in business, and change from 2016 to 2017
Distrusted in 13 countries
50%52 51
2934
39 40 41 41 43 43 45 45 46 46 48 50 5055 56 56 58 58 60 61
64 6467 67
74 76
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Indonesia
-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
The EchoChamber
17
The Echo Chamber in Action
Facts matter less Bias is the filter No humans needed
2 in 5 agree
“I would support politicians
I trust to make things better
for me and my family
even if they
exaggerated the truth”
52%
Do not regularly listen to
people or organizations
with whom they often
disagree
7x more likely
to ignore information that supports a position
they do not believe in
More likely
to believe
65%Search Engines
35%Human Editors
53%60% Never or rarely change their position on important social issues
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) Q755. Have you ever changed your position on an
important social issue? (Sum of “Yes, but rarely”, “No, never”) General Population, South Africa. 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? 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”) Q754. You are about to see a series of two choices. Each cho ice describes a different source of information, a different format for presenting
information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices
may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, South Africa, question asked of half the sample.
Approximately
2014 2017
Search engines* 72 69
Traditional media 63 56
Online-only
media**51 56
Owned media 51 44
Social media 44 39
Media as an
institution45 39
Traditional and Owned Media Show Steepest Declines
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, South Africa, 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
18
Change,
2014 - 2017
-3
-7
+5
-7
-5
-6
Search engines
remain most trusted
Traditional media/
Owned media down
7 points56
39
69
44
34
39
44
49
54
59
64
69
74
2014 2015 2016 2017
Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, South Africa, choices shown to half the sample. 19
Official Sources Are SuspectPercent who find each source more believable than its pair
65% Individuals
35% Institutions
84% Reformer
16% Preserver of
Status Quo
65% Leaked
Information
35% Company Press
Statements
1
71 70 7066
53 52 5249
20
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tor
Peer Credibility on Par With Experts
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, South Africa, question asked of half the sample.
20
Percent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017
CEO credibility decreased the
most, dropping to an all-time low
-7 -5
“People in this
country have
had enough
of experts.”
– Michael Gove,
Member of Parliament, U.K.
-9 -2 -10 -9 -5 -16 -3 -12 -4
Y-to-Y Change+−
37
18
23 23 24 25 26 27 27 27 28 28 2831
3436
3840 40
42 43 4448 48
51 5255
61
70
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India
All-time Low for CEO Credibility
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, question asked of half the sample.
GDP 5 = U.S., China, Japan, Germany, U.K. 21
Percent rate CEOs as extremely/very credible, 2016 vs. 2017
CEOs not credible in 23 countries
50%
-12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16
Declines in all 28 countries
Y-to-Y Change+−
NeutralDistrust Trust
Sector Trends
Financial Services, Energy Rebound
Source: 2017 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 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.
22
Trust in each industry sector, 2014-2017
Industry 2014 2015 2016 2017
4 yr.
Trend
Technology 80% 80% 78% 79%1
Food & Beverage 66% 71% 67% 68%2
Automotive 71% 73% 65% 68%3
Consumer Packaged Goods 62% 65% 62% 65%3
Telecommunications 62% 62% 55% 59%3
Financial Services 55% 59% 57% 58%3
Energy 53% 51% 42% 52%1
NeutralDistrust Trust
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
2014 2015 2016 2017
Business Must Act
24
Business Expected
to Lead
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, South Africa, question asked of half the sample.
.
78% agree
“A company can take specific
actions that both increase
profits and improve the economic
and social conditions in the
community where it operates.”
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, South Africa, question asked of half the sample.
25
First, Do No HarmActions business can take that would most damage
trust in a better future (top 5 most-selected)
1.Pay bribes to
government
officials to
win contracts
2. Overcharge
for products
that people
need to live
3.Pay
executives
hundreds of
times more
than workers
4.Reduce costs
by cutting
jobs
5. Reduce costs
by lowering
product
quality
Companies Must Do More
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) Data displayed is mean Top 2 Box rating for the listed items. Items were included if they were considered important by 50% or more of those
who believe the system is failing. General Population and cut by “the system is failing segments,” South Africa. 26
67
69
69
71
73
25 50 75 100
Takes responsible actions to address an issue or a crisis
Listens to customer needs and feedback
Has ethical business practices
Treats employees well
Offers high quality products or services
Partnerships/
programs to address
societal issues
Business practices/
crisis handlingFinancial earnings &
operational
performance
Employees Most Credible Across Most Topics
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? General Population, South Africa, question asked of one-quarter of the sample.27
Most trusted spokesperson to communicate each topic
Innovation effortsTreatment of
employees/customersViews on
industry issues
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
2427 28
34
40
32
2527
33
3834 35
58
3942 41
29
3430 29
26
21 22
27
13
24
1720
24
19
8 9
14 15 16 17
Which is more believable?
Talk With, Not At
28
Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a
different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are
more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two
options given--the one that is most likely to be true most often. General Population, South Africa, choices shown to half the sample.
60% Personal
experience
40% Data
54% Spontaneous
speaker
46% Rehearsed
speaker
55% Blunt and
outspoken
45% Diplomatic
and polite
56% Company’s
social media
44% Advertising
Integrity 67 36 31
Has Ethical Business Practices 69 37 32
Takes Responsible Actions To Address An Issue Or A Crisis 67 36 31
Has Transparent And Open Business Practices 65 34 31
Engagement 66 36 30
Treats Employees Well 71 40 31
Listens To Customer Needs And Feedback 69 38 31
Places Customers Ahead Of Profits 63 34 29
Communicates Frequently And Honestly On The State Of Its Business 60 34 26
Products 62 39 23
Offers High Quality Products Or Services 73 41 32
Is An Innovator Of New Products, Services Or Ideas 51 36 15
Purpose 53 31 22
Works To Protect And Improve The Environment 63 33 30
Creates Programs That Positively Impact The Local Community 56 33 23
Addresses Society's Needs In Its Everyday Business 52 29 23
Partners With NGOs, Government And Third Parties To Address Societal Issues 42 26 16
Operations 50 34 16
Has Highly-Regarded And Widely Admired Top Leadership 52 32 20
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 44 33 11
Delivers Consistent Financial Returns To Investors 54 37 17
The Trust-building AttributesCompany Importance vs. Performance %
Performance
%
Importance Gap
29
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) Q114-654. 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) General Population,
South Africa.
Additional Dimensions that Inform Business TrustCompany Importance vs. Performance %
Performance
%
Importance Gap
30
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) Q114-654. 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) General Population,
South Africa.
Employee Empowerment 45 28 17
Empowers its employees to make decisions 53 28 25
Regular employees have a lot of influence in how the company is run 39 26 13
Supports employees joining worker’s/trade unions or other organizations that represent their interests 43 28 15
Diversity 44 29 15
Has a lot of ethnic diversity within its management team 40 28 12
Has a lot of gender diversity within its management team 42 30 12
Has a lot of diversity when it comes to attitudes, values and points of view within its management team 50 29 21
Citizenship 57 36 21
It creates many new jobs 56 35 21
The profits it makes in this country stay in this country 52 33 19
Pays its fair share of taxes 63 40 23
Leadership 50 31 19
The CEO gets personally involved in societal issues 51 29 22
The CEO is compensated based on the ability to produce sustainable, long-term growth 52 34 18
I know who the CEO is and what he or she stands for 49 29 20
Relationship Building 51 30 21
Invites the public to contribute to and help shape their products, services or policies 50 30 20
Has a public image or heritage that I can appreciate and relate to 50 30 20
Actively encourages and facilitates conversations and interactions with the public 52 31 21
With the People,Not For the People
A Fundamental Shift
32
Current
Tension
Old Model:
For the People
New Model:
With the People
Elites manage
institutions to
do things “for”
the people
Influence has
shifted to the
people; people
using influence to
reject established
authority
Institutions
working
with the people;
institutional silos
dissolved
Influence & Authority
Influence & Authority
Influence & Authority
Thank You
2017 Edelman
Trust Barometer
1