Download - 2016 Edelman TRUST BAROMETER - Global Results

Global Report

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

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

Growing

Inequality

of Trust

2016

48

42

26

35

20

12

Trust Matters

4

Percent who engage in each behavior based on trust

68

59

41

38

37

18

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

General

Population

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, 28-country global total, questions 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, 28-country global total, question asked of half the sample.

most trusted content creators: #1

Friends and Family

most trusted media source: #1

Online Search Engines

1 State of Trust

5148

4541

55 5347

42

6357

5148

67 63

5751

Trust Rising

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.

6

Percent trust in the four institutions of

government, business, media and NGOs, 2015 vs. 2016

NGOs Business Media Government

+4 +6 +6 +3Informed

Public

General

Population

2015 2016

+4 +5 +2 +1

60

64 6563

66

50

53 54

51

55

4648

45

48

51

38

4139

4243

2012 2013 2014 2015 2016

54

58 5856

62

47

5049 49

53

2012 2013 2014 2015 2016




7

Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

53

57

53

51

56

46

4948

46

49

NGOs

Government

Media

Business

Post-Recession Highs

Informed

Public

General

Population

55 G lobal 60 G lobal

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

84 UAE

79 India

78 Indonesia

75 China

65 Singapore

64 Netherlands

49 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

48 Italy

48 S. Africa

47 Hong Kong

47 S. Korea

46 U.K.

45 Argentina

45 Poland

45 Russia

45 Spain

45 Sweden

40 Turkey

37 Ireland

37 Japan

58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 S. Korea

59 Brazil

59 Mexico

56 Malaysia

53 Canada

52 Australia

52 France

52 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

8

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 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

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

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 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




InformedPublic

GeneralPopulation


9

Trusters

Neutrals

Distrusters

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

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico57 Mexico

55 Canada

55 Colombia

52 Netherlands

50 Argentina

50 Malaysia

48 Brazil

47 Australia

47 Italy

46 Hong Kong

45 U.S.

44 S. Africa

44 Spain

42 Germany

40 S. Korea

40 U.K.

39 France

39 Ireland

39 Russia

39 Turkey

38 Japan

36 Sweden

34 Poland

71 China

65 UAE

62 India

62 Indonesia

62 Singapore

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 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




GeneralPopulation

MassPopulation


49 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 S. Korea

InformedPublic

60 G lobal For the mass

population, the

global index falls into

distruster territory

10

Trusters

Neutrals

Distrusters

2 Trust Inequality

53

58

56 56

60

44

47

46 46

48

2012 2013 2014 2015 2016

A Significant Divide



and Mass Population, 25-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K. 12

Percent trust in the four institutions of

government, business, media and NGOs, 2012 to 2016Informed

Public

Mass

Population

12pt

Gap

9pt

Gap

in trust inequality--

which jumps to a

5-point increase

among the GDP5

3-point increase

Trust Index 2012 – 2016, percentage point change in the size of

the trust gap between Informed Public and Mass Population

An Accelerating Disparity


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.


Increased Gap Decreased Gap

Gap has increased in 16 of 25 countries

Glo

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5

GD

P 5

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U.K

.

U.S

.

Sp

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Ind

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Chin

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Ind

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E

Hon

g K

on

g

Neth

erla

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

ed

en

3

5

12

10

8 87

4 4 43 3 3 3

2 21 1

0 0

-2 -2-3

-4 -4 -4-5

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,


14

Trust Index, Informed Public vs. Mass Population,

15 countries with double-digit trust gaps in 2016

Country

Informed

Public

Mass

Population Gap

U.S. 64 45 19

U.K. 57 40 17

France 55 39 16

India 78 62 16

Australia 63 47 16

Mexico 72 57 15

Italy 58 47 11

China 82 71 11

Brazil 58 48 10

Ireland 49 39 10

Netherlands 62 52 10

Sweden 46 36 10

S. Africa 54 44 10

S. Korea 50 40 10

Singapore 72 62 10

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”]


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

6057

7164

78 78

68

4952

6267

4945 46

5053

40

7479

46

6568

59

3844

80

55

6258

71

4642

4035

5256

48

3033

4550

32 31 3237

40

27

62

69

36

5659

51

30

37

73

48

5552

66

Glo

ba

l

GD

P 5

U.S

.

Fra

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Bra

zil

India

Ne

the

rla

nd

s

Ru

ssia

U.K

.

Ita

ly

Sin

ga

po

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Ja

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n

Ho

ng

Ko

ng

Turk

ey

Sw

ede

n

Sp

ain

Po

land

Co

lom

bia

Me

xic

o

Ire

land

So

uth

Afr

ica

UA

E

Arg

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tin

a

So

uth

Ko

rea

Ge

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ny

Indo

ne

sia

Au

str

alia

Ma

laysia

Ca

na

da

Ch

ina

19192022262931

Low-income

respondents

High-income

respondents

50%55

46

19 21

28

48

4145

4247

44

57

4650

46

63

5249

58 55 5551

69

62 64

73 7379 81

87

47

37

1520

24

31 31 33 33 34 3436 36 37

3945 46 47 49 49 49

57

64 64 6569 70

74

81 83

Glo

ba

l

GD

P 5

Ja

pa

n

Fra

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Ge

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ny

U.K

.

Au

str

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Ita

ly

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rea

Ne

the

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nd

s

Sw

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Po

lan

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Ho

ng

Ko

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Ca

na

da

Ru

ssi

a

U.S

.

Sin

ga

po

re

Tu

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Ire

lan

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S.

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ica

Sp

ain

Ma

lays

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Me

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Arg

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tin

a

Bra

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Ch

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UA

E

Ind

on

es

ia

Co

lom

bia

Ind

ia

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.


Percent of the Informed Public vs. Mass Population who

believe they and their families will be better off in five years’ time Informed

Public

Mass

Population

17 10 12 13 10 21 10 13 18

3 Inversion of Influence

MassPopulation

The Inversion of Influence

18

Authority

& Influence

Influence

Authority



and Mass Population, 28-country global total.

85%of population

48 Trust Index

15%of population

60 Trust IndexInformed

Public

71

69

67

45

32

28

S earch

TV

S ocial

Newspapers

Magazines

Blogs

Influence of Peer-Driven Media

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, 28-country global total, question asked of half the sample. 19

Percent who use each media source several times a week or more

2 of top 3 most-used

sources of news and

information are peer-

influenced media

General

Population

Peers Recommend Companies

and Influence Purchasing

20

Actions taken in the last 12 months

based on trust

recommended companies

to a friend/colleague59%

Impact of conversations about

brands with peers

make decisions/overcome

concerns/warn me about risks75%

Source: 2015 Earned Brand Study of Global Consumers

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, 28-country global total, question asked of half the sample.

Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with

friends and other people like you about brands, products and services you purchase, what impact do

they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help

me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns

about my data being collected / my privacy being respected.’]

General

Population

6364

57

5048

41

50

39

33

67

6463

5352

4948

44

35

Peers, Employees More Credible than Leaders

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, 27-country global total.

21

Percent who rate each spokesperson as extremely/very credible

2015 2016

+8

Technical

expert

Academic

expert

A person

like

yourself

Financial

industry

analyst

Employee CEO NGO

representative

Board of

DirectorsGovernment

official/regulator

CEO credibility

increased the most

General

Population

+6

4 An Opportunity for Business

A Position of Strength




23

Percent trust in the four institutions of government,

business, media and NGOs, 2015 vs. 2016

5148

4541

55 5347

42

6357

5148

6763

5751


+4 +6 +6 +3

+4 +5 +2 +1

Informed

Public

General

Population

2015 2016Business closing NGO’s

long-held lead in trust

6357

5148

6763

5751

6369

62

47

5148

4541

5553

48

42

5561

56

41


Business Most Trusted to Keep Pace

24

Percent trust, 2015 and 2016, and percent who trust each

institution to keep up with the changing times, 2016

Informed

Public

General

Population

Trust

2016

Trusted to

keep pace


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, 28-country global total.

Business in the lead

Trust

2015

50%


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.

GDP 5 = U.S., China, Japan, Germany, U.K.

4847

64

70

58

6865

59 56 57

4851

4346

51

36

44

30

46

3640

32

4238 36 37

30

60 57

5350

7671 70 69

6764

60 6057 56

5352 51

4846 46 46

43 43 42 4239 38 38

33

70

58 56

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s

Global Increase in Business Trust

25

Percent trust in business, 2015 vs. 2016

Increased or equal trust in business in 25 countries

+12 +12 +10 +12 +16 +10

General

Population

2015 2016

n/a

Industry 2012 2013 2014 2015 2016

5 yr.

Trend

Technology 76% 73% 75% 73% 74% 2

Food & Beverage 63% 63% 64% 63% 64% 1

Consumer Packaged Goods 57% 60% 61% 60% 61% 4

Telecommunications 58% 60% 61% 59% 60% 2

Automotive 62% 65% 69% 66% 60% 2

Energy 53% 57% 57% 56% 58% 5

Pharmaceutical 54% 54% 55% 54% 53% 1

Financial Services 43% 47% 48% 48% 51% 840%

45%

50%

55%

60%

65%

70%

75%

Sector Trends:

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 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. *From 2012-2014, Pharma included as

subsector(Q). **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

General

Population

26

Higher trust in business in 21 countries

5350

76

71 7069

6460

58 57 56 5653 52 51

4846 46 46

43 43 4238

42

7067

60

39 38

33

4246

32

58

32

65

21

16

39

30

5349

26

45

39

26

45

36

24

39

32

39

19

42

79 80

74

45

53

35

Glo

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GD

P 5

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Ind

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Ind

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U.K

.

Fra

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Ja

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Ge

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Po

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UA

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Sin

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Ho

ng

Ko

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Ru

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S.

Ko

rea

50%

Business vs. Government





Percent trust in business vs. government, 2016, ranked by trust in business

Business Government

General

Population

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, 27-country global total, question asked of half the sample.

.

80% 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 74% in 2015

General

Population

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

Vary

29

Most important issue for

business to address in

each country

Canada

Brazil

Germany

France

ChinaU.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

I

E

E

R

H

E

E

E

E

E

P

P

E

H

P

E

H

H

H

E

E

E

E

E

P

I

H

E

I

5 Leadership in aDivided World

Addressing Trust Inequality

31

Actions

ValuesEmployee

Advocacy

EngagementTrust

Actions

Leadership in a Divided World:

CEO Focus Misplaced

Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population.

[‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are

too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total.

33

Percent who agree with each statement about CEOs

Focus on short-term

financial results

Lobbying

Too Much

67%

57%

Positive

long-term impact

Job creation

Not Enough

57%

49%

General

Population

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, V isible) General Population, 28-country

global total, question asked of half the sample.

34

Percent who agree that CEOs should be personally visible in discussing…

8 in10Societal Issues

‣ Income inequality

‣ Public policy discussions

‣ Personal views on societal issues

7 in10Financial Results

General

Population

Purpose Impacts Trust

35

Percent 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, 28-country global total.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces

economic growth

Contributes to the

greater good

Allows me to be a productive

member of society

Fails to contribute

to the greater good

Lacks economic growth

No public services

59%

45%

40%

50%

39%

36%

General

Population

Values


Integrity 51 27 24

Exhibits highly ethical behaviors 50 24 26

Takes responsible actions to address an issue or crisis 53 33 20

Behaves in a way that is transparent and open 50 24 26

Engagement 49 24 25

Treats employees well 52 25 27

Listens to customer needs and feedback 50 25 25

Places customer ahead of profits 47 23 24

Communicates frequently and honestly on the state of their company 46 23 23

Products 45 33 12

Places a premium on offering high-quality products or services 48 34 14

Is focused on driving innovation and introducing new products/services/ideas 42 32 10

Purpose 40 25 15

Is dedicated to protecting and improving the environment 41 22 19

Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14

Ensures that the company addresses society's needs in its everyday business 43 26 17

Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9

Operations 37 28 9

Attracts and retains a highly regarded and widely admired top leadership team 40 29 11

Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4

Manages the company in a way that delivers consistent financial returns 41 29 12

Leaders Seen As UnderperformingImportance vs. performance of 16 trust-building leadership attributes

%

Performance

%

Importance Gap

General

Population

37

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 nine-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, 28-

country global total.

Desired Leadership QualitiesCharacteristics that make a CEO trustworthy, percent who

selected each as one of the top five in each region

38

cannot name any CEOs*

60% of global

respondents

North America

Honest 59%

Ethical 48%

Competent 26%

Transparent 26%

Sincere 24%

Latin America

Ethical 47%

Honest 44%

Competent 36%

Visionary 34%

Innovative 33%

Europe

Honest 53%

Competent 43%

Experienced 28%

Ethical 27%

Transparent 27%

APAC

Honest 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


62%65%70%

79%

Their education andhow it shaped them

Their personalsuccess story

The obstaclesthey have overcome

Their personalvalues

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 nine-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 nine-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, 28-country global total, question asked of half the

sample.

Percent who agree that each type of information

is important in building trust in a CEO

both directly (86%)

and via media (75%)

General

Population

39

CEOs must engage

EmployeeAdvocacy


2527

19

2528

33

27 28

24

28

37

313230

48

24 25 26

21 21 22 2320

1619 19

14

19 18 18

8 9 8

1310 11

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 f inancial 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 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, 28-country global total.41

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customerPartnerships/

Programs to address

societal issues

Views on

industry issues

Employees Most Trusted

General

Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

6560

4048 48 50

54 55 5657 58 59 60 62 62 63 64 64 64

72 73 76 76 77 77 78 7983 85

89

Glo

ba

l

GD

P 5

Ja

pa

n

Ru

ssi

a

Fra

nc

e

Sw

ed

en

Au

str

alia

S.

Ko

rea

Po

lan

d

U.K

.

Ita

ly

Ho

ng

Ko

ng

Ire

lan

d

Ge

rma

ny

Ne

the

rla

nd

s

Sp

ain

Tu

rke

y

Ca

na

da

U.S

.

S.

Afr

ica

Sin

ga

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re

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ia

UA

E

Ind

on

esi

a

Bra

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Arg

en

tin

a

Ch

ina

Ind

ia

Co

lom

bia

Me

xic

o

50%

Significant Employee Lack of Trust

Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust

each 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.


Percent who trust the company for which they work

TrustedNot Trusted

General

Population

Employees of

companies NOT engaged in societal

issues

Employees of

companies engaged

in societal issues

Employee Advocacy Increases

With Societal Issue Engagement

Source: 2016 Edelman Trust Barometer Q527-529 Does your company 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 nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General

Population, 28-country global total, question was asked of half the sample. 43

Percent who agree with each statement, comparing those who

work at companies involved in addressing broader societal issues

vs. those who do not

57

61

60

62

68

66

78

Recommend company as an employer

Stay working for the company

Confidence in the future of the company

Motivated to perform

Committed to achieving our strategy

Recommend products and services to others

Do the best possible job for the customer

Impact of

Company

Engagement

12

21

19

22

24

22

25

90

87

87

84

84

83

82

General

Population

Level of Employee Advocacy/Commitment

Engagement


58

53

44

63

46

2012 2013 2014 2015 2016

Transformed Media Landscape

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, 25-country global total.

*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

Millennials

even more trusting

of digital media than

general population

2012 2013 2014 2015 2016

Search engines* 61 58 61 62 63

Traditional media 62 59 61 57 58

Online-only media** 46 44 47 45 53

Owned media 41 40 43 43 46

Social media 44 41 44 45 44

General

Population

45

Millennials Gap

66 3

58 0

58 5

51 5

51 7

50%

6761

53

46

39

4640

3430

26

78

6562

5549

44 4237

32 31

My friendsand family

An academicexpert

C ompaniesthat I use

Employees ofa company

A companyC EO

A journalist A well-knownonline

personality

Electedoffic ials

C elebrities Companies I don’t use*

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, 27-country global total, question asked of half the sample.

* Asked as “Brands I don’t use” in 2015. 46

Percent who trust information created by each author on social networking

sites, content sharing sites and online-only information sources, 2015 vs. 2016

+11

General

Population

+10

2015 2016

Peers Influence Purchase

Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about

brands, products and services you purchase, what impact do they have on you?

The impact of online and offline conversations about brands

with friends and other people like me

Source: 2015 Earned Brand Study of Global Consumers

purchase decisions

at the moment of truth

75%

Build Inspiration %

They give me a sense of community 16

They get me 17

Push Consideration %

They push me to try new things 25

They suggest products/services 27

They make me trust the brand more 29

Moment of Truth %

They help me overcome concerns 37

They help me make decisions 44

They warn me about the risks 45

peers

influence

47

Influence

The Inversion of

Influence

48

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

Addressing Trust Inequality

49

TRUST

Influence

Authority

Actions

ValuesEmployee

Advocacy

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

50

Leadership

TRUST

Thank You

Appendix 1:CEO Awareness

50%47

52

7168

64 6359 58 58 58 57 57 56 54 52

48 48 46 46 4540 40

36 35 3430

24 2218

12

Glo

ba

l 28

GD

P 5

Ne

the

rla

nd

s

U.K

.

Au

str

alia

Arg

en

tin

a

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Sw

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en

Ca

na

da

Fra

nc

e

Po

lan

d

Ge

rma

ny

Ja

pa

n

U.S

.

Ire

lan

d

Ru

ssi

a

Sp

ain

Co

lom

bia

Bra

zil

Tu

rke

y

S.

Afr

ica

Sin

ga

po

re

Me

xic

o

Ma

lays

ia

Ho

ng

Ko

ng

Ind

on

es

ia

Ch

ina

UA

E

Ind

ia

S.

Ko

rea

Half Admit They Cannot Name a Single CEO

53

Percent who say that they cannot name any CEOs:

Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population

and Informed Publics, 28-country global total.


Lower Awareness Higher Awareness

Majority acknowledge inability to name a CEO

General

Population

2016 Trust Barometer CEO Supplement:

How Many Can They Actually Name?

Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public.

54

‣ 10,0000+ respondents total

‣ All fieldwork was conducted between 4th - 14th December, 2015

‣ 10 Markets:

Online Survey in 10 Countries

Informed Public

‣ 500 respondents in U.S. and China; 200 in all other countries

‣ Represents 19% of total population at a global level

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 and public policy

General Online Population

‣ 1,000 respondents per country

‣ Ages 18+

‣ Germany

‣ Australia

‣ U.K.

‣ Brazil

‣ Japan

‣ France

‣ U.S.

‣ Mexico

‣ China

‣ India

50% 48

57

6468

46

56 5854

36

24

18

60

80

7468

65 64 63

5350

47

38

G lobal 10 G ermany Australia U.K. Brazil J apan France U.S . Mexico C hina India

Percent who say they cannot name a CEO vs percent who cannot

actually name a CEO

Less Than Half Can Actually Name a CEO

Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and

Informed Public, 10-country total, and 2016 Edelman Trust Barometer CEO Supplementary Study Q1. Thinking about company CEOs in general, how many CEOs

could you name in full? General Population, 10-country total.

55

General

Population

Acknowledge inability

to name a CEO

Cannot name a CEO

Global Top 10

Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and

use their full names in the boxes below. General Population, [Open ended question, coded for industry sector] 10-country global total.

56

Percent who mention each CEO name, across all 10 markets

10% Mark Zuckerberg 8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim

3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2%Richard

Branson

Only one CEO achieved

double-digit recall

Appendix 2:2016 Trust Barometer

Additional Data

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

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil47 Hong Kong

44 U.S.

43 Argentina

42 Australia

42 Germany

42 Italy

42 S. Africa

40 Russia

39 U.K.

38 France

38 S. Korea

37 Sweden

36 Poland

36 Spain

35 Turkey

34 Japan

32 Ireland


68 India

68 UAE

67 Indonesia

63 China

60 Singapore

53 Malaysia

52 Canada

52 Netherlands

51 Mexico

50 Brazil

Trust Index:

General Population Relatively Steady in Most CountriesAverage trust in institutions, General Population

2015 vs. 2016

2015 2016

Trusters from 19% in

2015 to 21% in 2016

Trusters

Neutrals

Distrusters

58




Distrusters from 63%

in 2015 to 57% in 2016

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico

50% 51

45

63

54

62

57 58 5759

52 53 5452

57

52 5255

4946 47

37

46

40

31

25

65

6064

30

5551

7471 70

62 62 61 61 6058 58 58 57 57 57 56 55

50 50 49 4945

34

26

63 6459

57

27

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GD

P 5

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So

uth

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So

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.

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Ja

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Sw

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Co

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Ind

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UA

E

Ind

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esi

a

Ru

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a

NGO Trust Increases

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 NG Os in 23 countries

+11 +17 +12

2015 2016

n/a

63

55

73 72 7471 71 71

68 66 65 6467

61 63 63 6259

5148

58 57

37

29

67

8177

70

38

6763

89

83

77 76 7572 72 72 72 72 71 70 68

64 6461 61 60 59 59

4440

68 6771

66 66

31

Glo

ba

l 27

GD

P 5

Me

xic

o

Ch

ina

Ind

ia

Sin

ga

po

re

Arg

en

tin

a

Fra

nc

e

S.

Ko

rea

Au

str

alia

U.S

.

Ita

ly

Ma

lays

ia

S.

Afr

ica

Sp

ain

Ho

ng

Ko

ng

Ne

the

rla

nd

s

Ge

rma

ny

U.K

.

Ire

lan

d

Po

lan

d

Tu

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Sw

ed

en

Ja

pa

n

Co

lom

bia

Ca

na

da

UA

E

Ind

on

esi

a

Bra

zil

Ru

ssi

a

50%

NGO Trust Increases

Source: 2016 Edelman Trust Barometer Q11-14. [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) Informed Publics, 27-country global total.


Percent trust in NGOS, Informed Public, 2015 vs. 2016

+16

Increased or equal trust in 22 countries

+11 +10 +12 +11 -10 -11

Informed

Public

2015 2016

n/a

50%





4847

64

70

58

6865

59 56 57

4851

4346

51

36

44

30

46

3640

32

4238 36 37

30

60 57

5350

7671 70 69

6764

60 6057 56

5352 51

4846 46 46

43 43 42 4239 38 38

33

70

58 56

Glo

ba

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7

GD

P5

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Ind

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a

Ch

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Ind

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UA

E

Bra

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S.

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Sin

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po

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ly

Ca

na

da

Arg

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tin

a

Au

str

alia

U.S

.

Sp

ain

U.K

.

Fra

nc

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Sw

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lan

d

Ja

pa

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Ho

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Ma

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Ne

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s


61

Percent trust in business, 2015 vs. 2016

Increased or equal trust in business in 25 countries

+12 +12 +10 +12 +16 +10

General

Population

2015 2016

n/a

57 55

84

72 7073

6460 61

5348

5247 45 43

46 48

4138

45 4542

84 85

67 66

49 48

6360

8784

8075 75

70 68 6865

60 60 59 5955

52 51 5147 46

43

37

81 80

73

6762

46 45

Glo

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GD

P 5

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Me

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Ch

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Bra

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S.

Afr

ica

U.S

.

Sin

ga

po

re

Ita

ly

Au

str

alia

U.K

.

Ca

na

da

Fra

nc

e

Sp

ain

Arg

en

tin

a

Po

lan

d

Tu

rke

y

Ire

lan

d

Ge

rma

ny

Ru

ssi

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Ho

ng

Ko

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S.

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Co

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Ind

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UA

E

Ma

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Ne

the

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nd

s

Sw

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en

Ja

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n

50%


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



Percent trust in business, Informed Public, 2015 vs. 2016

+15 +17 +13 +14 +16 +10 +13 -12

Increased or equal trust in 22 C ountries

Informed

Public

2015 2016

+12 +10 +11 +10n/a

4542

64

55

4852

5451

4541 42

3941 41

3431 30

33

28

7068

62

5046 45

3942

38

47 48

73

6058

55 55 54 5350 49

4745

43 4239 38

36

31

23

55

63 6359

4745 44

38 3834

Glo

ba

l 27

GD

P 5

Ch

ina

Sin

ga

po

re

Me

xic

o

Ca

na

da

Ne

the

rla

nd

s

Bra

zil

Arg

en

tin

a

Ita

ly

Sp

ain

U.S

.

So

uth

Afr

ica

So

uth

Ko

rea

Au

str

alia

Ire

lan

d

Ja

pa

n

U.K

.

Sw

ed

en

Tu

rke

y

Co

lom

bia

Ind

ia

Ind

on

esi

a

UA

E

Ho

ng

Ko

ng

Ma

lays

ia

Ge

rma

ny

Fra

nc

e

Ru

ssi

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Po

lan

d

50%

Media Increases

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

+10

Increased trust in 18 countries

2015 2016

n/a

5147

77

57 5659

47 4643

52

40

48

4347

41

50

38

45

3431

34

20

7680 79

62

51

4442

57 56

81

72

64

69

6159 59

57 56 55 54 53 53 52 5249

47

3936

31

62

7370

68

59

49

3834

Glo

ba

l 27

GD

P 5

Ch

ina

Me

xic

o

Bra

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Sin

ga

po

re

Ca

na

da

Ma

lays

ia

U.S

.

S.

Afr

ica

Arg

en

tin

a

Ita

ly

Au

str

alia

Sp

ain

Ho

ng

Ko

ng

S.

Ko

rea

U.K

.

Ge

rma

ny

Ire

lan

d

Ja

pa

n

Sw

ed

en

Tu

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y

Co

lom

bia

Ind

ia

Ind

on

esi

a

UA

E

Ne

the

rla

nd

s

Fra

nc

e

Ru

ssi

a

Po

lan

d

50%

Global Increase in Media Trust

Source: 2016 Edelman Trust Barometer Q11-14. [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



Percent trust in media, Informed Public, 2015 vs. 2016

Increased trust in 20 C ountries

+15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10

Informed

Public

2015 2016

n/a

4144

75

68

4751

37

4441

35 3634

3028

22

2723

15 16

83

6865

5148

40

46

27

32

23

4246

79

74

53 53

45 4542

39 3936 35

32 3230

26 26

16

32

80

65

58

4945

39 39

2421

19

Glo

ba

l 27

GD

P 5

Ch

ina

Sin

ga

po

re

Ca

na

da

Ru

ssi

a

Au

str

alia

Ho

ng

Ko

ng

Tu

rke

y

U.S

.

Ja

pa

n

U.K

.

So

uth

Ko

rea

Me

xic

o

Ire

lan

d

Ita

ly

Arg

en

tin

a

Sp

ain

So

uth

Afr

ica

Co

lom

bia

UA

E

Ind

ia

Ind

on

esi

a

Ne

the

rla

nd

s

Sw

ed

en

Ge

rma

ny

Ma

lays

ia

Fra

nc

e

Bra

zil

Po

lan

d

50%

Government Increases Slightly

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 trust in 17 countries

+10 +11 -11

2015 2016

n/a

4851

82

70

49 49

43 41 42 41

33

26

40

3328 26

90

82

72

65

5954

50

4245

37

30

16

5156

86

76

6560

55 55

47 4643 41 41

3835

3227

35

8277

6663

5853

4540

3430

22

15

Glo

ba

l 27

GD

P 5

Ch

ina

Sin

ga

po

re

Ca

na

da

Au

str

alia

U.K

.

U.S

.

Ho

ng

Ko

ng

Tu

rke

y

Me

xic

o

Ire

lan

d

Ja

pa

n

S.

Ko

rea

Ita

ly

Sp

ain

Arg

en

tin

a

Co

lom

bia

UA

E

Ind

ia

Ind

on

esi

a

Ne

the

rla

nd

s

Sw

ed

en

Ru

ssi

a

Ge

rma

ny

Fra

nc

e

Ma

lays

ia

Bra

zil

Po

lan

d

S.

Afr

ica

50%

Government Trust Increases in Some Countries

Source: 2016 Edelman Trust Barometer Q11-14. [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) Informed Publics, 27-country global total.


Percent trust in government, Informed Public, 2015 vs. 2016

+16 +11 +12 +14 +10 +15 -11

Informed

Public

2015 2016

+16 +11 +12 +10

Increased trust in 15 C ountries

n/a

Family Business Most Trusted

Source: 2016 Edelman Trust Barometer 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 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.

67

Trust in different types of business

52%

66%

46%

Global

59%54%52%

Asia Pacific

41%

72%

41%

Europe

52%

80%

47%

North America

57%

76%

40%

Latin America

Public Companies

Family-owned

State-owned

General

Population

66 66 6664

62 6260 59

5654

4745

42

3331 30 29

Ca

na

da

Sw

ed

en

Sw

itze

rla

nd

Ge

rma

ny

Au

str

alia

U.K

.

Ja

pa

n

Ne

the

rla

nd

s

U.S

.

Fra

nc

e

Ita

ly

Sp

ain

So

uth

Ko

rea

Ch

ina

Bra

zil

Ind

ia

Me

xic

o

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.

68

Trust in companies headquartered in each country, and percentage

point change, 2013 vs. 2016

+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +34 Year

Trend

General

Population

Integrity 54 31 23

Has Ethical Business Practices 55 31 24

Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23

Has Transparent And Open Business Practices 55 31 24

Engagement 55 32 23

Treats Employees Well 58 33 25

Listens To Customer Needs And Feedback 58 33 25

Places Customers Ahead Of Profits 55 31 24

Communicates Frequently And Honestly On The State Of Its Business 48 29 19

Products 49 34 15

Offers High Quality Products Or Services 58 35 23

Is An Innovator Of New Products, Services Or Ideas 41 32 9

Purpose 43 28 15

Works To Protect And Improve The Environment 50 30 20

Creates Programs That Positively Impact The Local Community 44 29 15

Addresses Society's Needs In Its Everyday Business 45 29 16

Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10

Operations 37 28 9

Has Highly-Regarded And Widely Admired Top Leadership 39 27 12

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9

Delivers Consistent Financial Returns To Investors 36 28 8

Trust-Building AttributesCompany Importance vs. Performance

%

Performance

%

Importance Gap

General

Population

69

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) General Population, 28-

country global total.

Societal Expectations Vary

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.

70

Percent who agree that each is an important issue for business to address

U.S

.

Ca

na

da

Me

xic

o

Bra

zil

Arg

en

tin

a

U.K

.

Ge

rma

ny

Fra

nc

e

Ita

ly

Sp

ain

Ire

lan

d

Ne

the

rla

nd

s

Po

lan

d

Sw

ed

en

Ru

ss

ia

UA

E

So

uth

Afr

ica

Tu

rke

y

Ind

ia

Ch

ina

Ja

pa

n

S.

Ko

rea

Ind

on

es

ia

Au

str

ali

a

Sin

ga

po

re

Ho

ng

Ko

ng

Ma

lay

sia

Co

lom

bia

Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89

Improving access to food, potable water and housing

79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89

Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88

Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88

C reating and maintaining a modern infrastructure

80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88

S upporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86

Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85

Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85

Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84

Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84

Developing better solutions for immigrants, refugees and migrant workers

67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81

Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79

Download - 2016 Edelman TRUST BAROMETER - Global Results

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