edelman trust barometer 2014: sweden
Post on 09-May-2015
306 Views
Preview:
DESCRIPTION
TRANSCRIPT
2014 EDELMAN TRUST BAROMETER SWEDEN RESULTS
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
NGOS
BUSINESS GOVERNMENT
INSERT HEADLINE
2
SWEDEN TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
MEDIA
65% 63%
19% 15%
2013 2014
#1
46% 47%
9% 10%
2013 2014
#3
58% 51%
11% 5%
2013 2014
#2
47% 44%
8% 6%
2013 2014
#4
55%
49%
53%
41% 46% 47%
38%
35% 37% 38%
47%
44%
53%
55%
52%
54%
58%
51%
36%
60%
64% 62%
65%
63%
20%
30%
40%
50%
60%
70%
80%
2009 2010 2011 2012 2013 2014
NGOs
Media
Business
Government
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'. (4 Box, Trust) Informed Publics.
INSERT HEADLINE SWEDEN TRUST IN THE FOUR INSTITUTIONS SINCE 2009
3
65% 65%
54%
47% 45%
53%
60%
41%
34% 35% 40%
64%
23% 19%
23%
ONLINE SEARCH ENGINES TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
Global EU Sweden
Q178-182. [TRACKING] 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) Informed Publics,.
SWEDEN TRUST IN DIFFERENT SOURCES OF INFORMATION
4
INSERT HEADLINE
80%
68% 65% 65%
60% 58% 57%
49% 47%
37%
28% 24% 23% 22%
19%
11% 11%
5
SWEDEN TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics,.
INSERT HEADLINE
M O S T T R U S T E D
6 Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
INSERT HEADLINE SWEDEN TRUST IN DIFFERENT TYPES OF BUSINESSES
71% 68%
63% 62% 61%
54%
76%
68%
48%
57%
47% 47%
67%
56% 54% 51% 49%
57%
FAMILY-OWNED SMALL- AND MEDIUM-
SIZED
PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE-OWNED
Global EU Sweden
16%
35%
36%
39%
48%
50%
50%
50%
57%
67%
69%
BLOGGER
CEO
*ENTREPRENEUR
BOARD OF DIRECTORS
FINANCIAL OR INDUSTRY
ANALYST
GOVERNMENT OFFICIAL OR
REGULATOR
NGO REPRESENTATIVE
REGULAR EMPLOYEE
TECHNICAL EXPERT IN THE
COMPANY
A PERSON LIKE YOURSELF
ACADEMIC OR EXPERT
15%
40%
43%
42%
43%
47%
42%
52%
67%
62%
69%
BLOGGER
CEO
*SUCCESSFUL ENTREPRENEUR
BOARD OF DIRECTORS
FINANCIAL OR INDUSTRY ANALYST
GOVERNMENT OFFICIAL OR
REGULATOR
NGO REPRESENTATIVE
REGULAR EMPLOYEE
TECHNICAL EXPERT IN THE
COMPANY
A PERSON LIKE YOURSELF
ACADEMIC OR EXPERT
2013 vs. 2014
CREDIBILITY OF SPOKESPEOPLE, 2013 VS. 2014 - SWEDEN
2014 2013
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics.
7
INSERT HEADLINE
0
+5
-10
-2
+8
+3
+5
-3
-7
-5
+1
*Changed from “Successful Entrepreneur” in 2013
2013 vs. 2014
TRUST IN INDUSTRIES, 2013 VS. 2014 - SWEDEN
2014 2013
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
8
INSERT HEADLINE
30%
32%
33%
34%
36%
37%
40%
42%
44%
46%
48%
49%
51%
58%
60%
FINANCIAL SERVICES
CHEMICALS
CONSUMER HEALTH COMPANIES
BANKS
MEDIA
ENTERTAINMENT
TELECOMMUNICATIONS
ENERGY
FOOD AND BEVERAGE
CONSUMER PACKAGED GOODS
AUTOMOTIVE
PHARMACEUTICALS
BREWING AND SPIRITS
CONSUMER ELECTRONICS
TECHNOLOGY
40%
36%
41%
41%
38%
49%
50%
45%
56%
57%
52%
58%
59%
59%
66%
FINANCIAL SERVICES
CHEMICALS
CONSUMER HEALTH COMPANIES
BANKS
MEDIA
ENTERTAINMENT
TELECOMMUNICATIONS
ENERGY
FOOD AND BEVERAGE
CONSUMER PACKAGED GOODS
AUTOMOTIVE
PHARMACEUTICALS
BREWING AND SPIRITS
CONSUMER ELECTRONICS
TECHNOLOGY-6
-1
-8
-9
-4
-11
-12
-3
-10
-12
-2
-7
-8
-4
-10
26% 23% 28%
21% 30% 28%
37%
25%
CORRECT ISSUES WITHIN INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
MAKE ETHICAL AND MORAL DECISIONS
TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
SOLVE SOCIAL OR SOCIETAL ISSUES
SWEDEN TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING
GOVERNMENT LEADERS
9
BUSINESS LEADERS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government
leaders to do the following? (Top Box, Trust a great deal) General Publics.
INSERT HEADLINE
2013
2014
2013
2014
19% 17% 18% 23% 21% 21% 21%
25%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
MAKE ETHICAL AND MORAL
DECISIONS
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
SOLVE SOCIAL OR SOCIETAL
ISSUES
-42
-40
-40
-40
-36
-33
-35
-31
-27
-26
-26
-21
-21
-11
-13
-2 20%
12%
21%
12%
14%
15%
15%
16%
14%
16%
18%
17%
16%
19%
22%
23%
22%
25%
32%
33%
35%
41%
41%
43%
45%
51%
51%
53%
56%
59%
62%
65%
CONSISTENT FINANCIAL RETURNS
TOP GLOBAL COMPANY
INNOVATOR
PARTNERS WITH NGOS
ADMIRED TOP LEADERSHIP
COMMUNICATES OFTEN
POSITIVELY IMPACTS COMMUNITY
ADDRESSES SOCIETY'S NEEDS
TRANSPARENT & OPEN
CUSTOMERS BEFORE PROFITS
PROTECTS ENVIRONMENT
ACTS RESPONSIBLY IN CRISIS
IS ETHICAL
LISTENS TO CUSTOMERS
HIGH QUALITY PRODUCTS
TREATS EMPLOYEES WELL
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 Publics; 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, Performing Extremely Well) Informed Publics.
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - SWEDEN Gap
10
IMPORTANCE PERFORMANCE
INSERT HEADLINE
INTEGRITY
PURPOSE
OPERATIONS
PRODUCTS & SERVICES
ENGAGEMENT
30%
32%
36%
39%
43%
70%
Oil
Mining
Energy industry
overall
Utilities
Natural Gas
Renewables
27%
48%
48%
50%
52%
Fast food
restaurants
Food service
Food Industry
overall
Food and
beverage
manufacturers
Food and
beverage retailers
31%
34%
44%
47%
47%
Financial services
industry overall
Financial advisory
/ Asset
management
Credit cards /
Payments
Banks
Insurance
Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF 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”. 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.
FINANCIAL SERVICES
INDUSTRY
FOOD & BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
INSERT HEADLINE
11
SWEDEN TRUST IN INDUSTRY SECTORS
25%
40%
28%
38%
52%
21%
49%
41%
40%
55%
42%
63%
59%
50%
49%
29%
38%
50%
18%
45%
34%
32%
47%
32%
52%
45%
HAVE TOO MUCH POLITICAL INFLUENCE
DELIVER CONSISTENT FINANCIAL RETURNS
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
TOP LEADERSHIP
OFFER HIGH QUALITY PRODUCTS OR SERVICES
ARE PHILANTHROPIC
THINK LONG-TERM
ACT RESPONSIBLY
RESPONSIVE TO SOCIETY'S NEEDS
ARE INNOVATIVE
RESPONSIVE TO EMPLOYEES' NEEDS
ARE ENTREPRENEURIAL
RESPONSIVE TO CUSTOMERS' NEEDS
PUBLICLY-TRADED PRIVATELY-HELD
Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics.
12
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - SWEDEN
+14
+11
+10
+8
+8
+7
+4
+3
+2
0
-1
-9
-25
INSERT HEADLINE
Gap
32%
27%
20%
14%
3% 1%
3%
REGULATE BUSINESS
ACTIVITIES TO ENSURE
COMPANIES ARE
BEHAVING
RESPONSIBLY
BUILD
INFRASTRUCTURE
THAT PROMOTES AND
FACILITATES
BUSINESS
OPPORTUNITIES
PROTECT CONSUMERS
FROM IRRESPONSIBLE
BUSINESS PRACTICES
WORK TO ENSURE
FREE MARKET ACCESS
AND OPEN
COMPETITION WITHIN
INDUSTRIES
GOVERNMENT SHOULD
NOT PLAY A ROLE IN
BUSINESS
GIVE OR LOAN MONEY
TO BUSINESS WHEN IT
EXPERIENCES
FINANCIAL CRISIS
DON'T KNOW
INSERT HEADLINE
13
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - SWEDEN
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
INSERT HEADLINE
14
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - SWEDEN
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
The financial services industry should be a more active
participant in the broader debate over the future of the
Sweden banking system
When policymakers are developing new regulations on
businesses and industries, they should consult with multiple
stakeholders (i.e. NGOs, academics, the affected
businesses/industries, etc.) before making final decisions
The energy industry should be a more active participant in
the broader debate over Sweden energy policy
62%
The food and beverage industry should be a more active
participant in the broader debate in Sweden over solutions to
food and nutrition policy issues 63%
60%
55%
87% 86% 85%
76%
54%
46%
Communicates clearly and transparently
Tells the truth, regardless of how
complex or unpopular it is
Engages with employees regularly to
discuss the state of the business
Is front and center during challenging
times (product recalls, lawsuits, etc.)
Is personally involved in supporting local charities and good
causes
Has an active media presence
WHAT CEOS SHOULD DO TO BUILD TRUST
15
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - SWEDEN
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.
INSERT HEADLINE
16
TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - SWEDEN
PRIVATELY-HELD BUSINESSES PUBLICLY-TRADED BUSINESSES
1 ARE ENTREPRENEURIAL
2 HIGH QUALITY PRODUCTS & SERVICES
3 HAVE TOO MUCH POLITICAL INFLUENCE
50%
4 DELIVER CONSISTENT FINANCIAL RETURNS
1 ARE ENTREPRENEURIAL
2 RESPONSIVE TO CUSTOMERS’ NEEDS
3 ARE INNOVATIVE
4 HIGH QUALITY PRODUCTS & SERVICES
Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics.
63%
59%
55%
52%
50%
52%
5 THINK LONG-TERM
49% 5 ARE INNOVATIVE
47%
49%
INSERT HEADLINE
17
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - SWEDEN
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. 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? (Not Enough, Too much) Informed Publics.
38%
57% 53%
45%
15%
6% 9% 8%
Government Regulation of
Business
Government Regulation of
Financial Services Industry
Government Regulation of
the Energy Industry
Government Regulation of
the Food & Beverage Industry
Not Enough Too Much
top related