edelman trust barometer 2011 ireland
DESCRIPTION
Key findings of the 2011 Edelman Trust Barometer for IrelandTRANSCRIPT
2011 Edelman Trust Barometer
Ireland findings
Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries of which 200 in Ireland
Ages 25 to 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
2
EU Select Countries: UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, Poland (Each country N=200 aged 25-64)
The Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Trust is now an essential line of business2010
3
6
NGOs Business Government Media0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
57%54%
47% 45%
61%56%
52%49%
2010 2011
Trust in Institutions – Global
Globally, trust increases in all institutions
A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
+4
+5 +4
+2
NGOs Business Government Media 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
62%58%
54%51%
59%
53%
46% 44%
53%
46%
20%
38%
Global E.U. Ireland
Trust in institutions
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and Ireland.
7
Ireland has significantly lower trust in government than in other institutions
Nether-lands
Italy Spain Germany Sweden France Ireland US Poland UK Russia0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
75%
59%54%
40%
55%
36%31%
54%
46%49%
42%
74%
64%
53% 52% 52%48% 46% 46% 44% 44%
41%
8
Trust in Business (2010 – 2011)
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the US, EU countries and Russia
Trusters Distrusters (< 50%)Neutral2010 2011
+15
- 8
Ireland trust in business increased 15 points; now on par with levels in other EU countries
+12 +12
9
Trust in BusinessInformed Publics ages 25-64
2008 2009 2010 201120%
30%
40%
50%
60%
70%
80%
59%
36%
54%
46%43%50%
53%
38%
31%
U.S. EU Ireland
Ireland trust in business now equal to US trust and catching up to EU
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S., EU countries (excludes Russia) and Ireland
Nether-lands
Sweden France Italy Spain UK Poland US Russia Germany Ireland0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
75%
60%
43%36% 36% 38%
31%
46%
38%43%
28%
75%
64%
49%45% 43% 43% 42% 40% 39%
33%
20%
10
Trust in Government (2010 – 2011)
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the US, EU countries and Russia
Trusters Distrusters (< 50%)
- 6+11
Ireland least trusting of government among all EU countries
- 10
2010 2011
11
Nether-lands
Poland Spain Italy France Ireland Germany Sweden Russia US UK0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
58%
37%
49%
38% 36%33%
39%35% 37% 38%
31%
69%
53%
46% 45% 45%
38% 37% 37% 37%
27%22%
Trust in Media (2010 – 2011)
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the US, EU countries and Russia
+16
+11
- 11
Trusters
Distrusters (< 50%)
- 9
Ireland has low trust in media, but on par with most other EU countries
2010 2011 Neutral
12
Nether-lands
Italy Spain Sweden Germany France Ireland US UK Poland Russia0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74%
64%
53% 52% 52%48% 46% 46% 44% 44%
41%
72% 70%
60%
53% 55%58%
53% 55%51%
56%
42%
Business NGOs
Trust in Business and NGOs
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the US, EU countries and Russia
Trust in business on par with trust in NGOs
13
Trust in NGOsInformed Publics ages 35-64
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 201130%
35%
40%
45%
50%
55%
60%
65%
70%
36%
53%
48%
55%
0.52
0.59
0.310000000000002
0.53
US UK/FR/GER India China
A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
Emerging markets’ trust in NGOs caught up to developed markets’ trust
14
2009 2011
Composite score is an average of a country’s trust in all four institutions Ages 25-64 (Global excludes Singapore, UAE and Argentina)
Global 49
Netherlands 69
China 61
Brazil 58
India 58
Poland 47
Sweden 46
Russia 44
Italy 43
UK 42
Germany 42
France 41
Spain 40
Ireland 39
US 36
UAE N/A
Global 55
Brazil 80
UAE 78
Netherlands 73
China 73
Italy 56
India 56
Sweden 52
Spain 51
France 50
Poland 49
Germany 44
US 42
UK 40
Russia 40
Ireland 39
Trust Index: 2009 – 2011Ireland moves to last place in 2011
15
Trust in Institutions – IrelandInformed Publics ages 25-64
2009 2010 201120%
30%
40%
50%
60%
38%
31%
46%
31%
28%
20%
34% 33%38%
54%
50%
53%
Business Government Media NGOs
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in Ireland.
Trust in business and government move in opposite directions this year
16
Ger
man
y
Canad
a
Swed
en
Switz
erla
ndU.K
.
Japan
Nether
lands
U.S.
France
Irela
nd
Spain
Italy
S. Kore
aIn
dia
Brazi
l
China
Russia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
75% 76% 76%71%
69% 69%
61%65%
50%
39%36% 34%
30%
76% 75%73% 73%
69% 69% 68%64% 63%
52% 51% 50%44%
42% 40% 39%35%
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
Most Trusted National Identity for Companies – Global
Companies headquartered in Ireland, Spain and Italy trusted by half of global informed publics but are least trusted HQs of all EU countries
N/A N/A
+ 4+ 5
+ 5+ 3
+ 3
Distrusted HQ CountriesTrusted HQ Countries2010 2011
N/AN/A
Globa
l
Mex
ico
Brazil
China
Indo
nesi
a
Argen
tina
Nethe
rland
sUAE
S. Kor
ea
Spain
Canad
aIta
ly
Polan
dUK US
Singa
pore
Russi
a
Fran
ce
Irela
ndIn
dia
Austra
lia
Japa
n
Sweden
Germ
any
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
53%
78%
58%60%
36%
81%
44%45%
59%63%
55%
63%
52%
41%
55%52%
43%47%
37%
46%42%
52%
82%
73% 72%69%
66% 63%62% 60%
54% 53% 53% 53% 51%50% 48% 47%
41%39% 39% 39% 36%
35%
19%
2009 2011
17
A13-29. [Ireland TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
Irish Informed Publics are among the least trusting of companies headquartered in Ireland
Trust in Companies Headquartered in Ireland
+ 15
- 18
N/A N/A N/A
+ 12+ 33
+ 16- 10
- 12- 14
- 13
- 23
- 11
18
BRIC MNC strategy to target emerging economies producing results BRIC HQ image improvement in EU but not in U.S.
Trust in Companies Headquartered in BRIC
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
86%
44%
65%
31% 33%
Brazil HQs
+ 32
+17
+15
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
43%
62%
70%
25%
13%
Russia HQs
+16
+32
+12
- 7
Brazi
l
Indones
iaUAE
EU US0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
56%60%
65%
34%37%
India HQs
+17
+13 +15
- 6
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
53%
40%
74%
32%
15%
China HQs
+ 15
+20
+ 21
- 6
+ 3+ 6
+ 3+ 6
19
Banks
Financial services
Insurance
Media*
Brewing and spirits
Pharmaceuticals
Consumer packaged goods*
Energy
Telecommunications
OTC personal health care products
Biotech
Retail
Automotive
Entertainment
Food and beverage*
Technology
0.28
0.330000000000001
0.330000000000001
0.43
0.42
0.53
0.41
0.46
0.380000000000001
0.41
0.47
0.55
6%
16%
24%
39%
50%
51%
53%
54%
54%
55%
58%
59%
61%
61%
64%
75%
2011
2010
N/A
N/A
N/A
N/A
Trust in Industries – Ireland
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in Ireland.
Banks and Insurance the only industries not to gain trust in Ireland this year
*Note Wording Changes from 2010: - Media asked as Media Companies- Consumer Packaged Goods asked as Consumer Packaged Goods Manufacturers- Food and Beverage asked as Food
20
78% 75%
64% 61%
61% 54%
63% 64%
63% 58%
63% 59%
62% 61%
57% 51%
56% 54%
54% 53%
52% 55%
57% 50%
48% 39%
41% 24%
33% 6%
36% 16%Financial services
Banks
Insurance
Media
Brewing and spirits
OTC personal health care products
Consumer packaged goods
Energy
Pharmaceuticals
Entertainment
Retail
Biotech
Food and beverage
Telecommunications
Automotive
Technology
50%
51%
52%
54%
57%
57%
59%
62%
63%
63%
65%
65%
66%
68%
69%
81%
Trust in Industries
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in 23 countries, the EU (excludes Russia) and Ireland.
Ireland less trusting than global peers of most industries
Significant at 95% confidence level compared to global
21
China India Japan Brazil France Russia US Germany UK Ireland*0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
78%83%
61%
48%
40%
54%
71%
44% 46%
26%
90%87%
71% 69%
52%
44%
25% 23%
16%
6%
2008 2011
Since financial crisis, trust in banks takes big hit in the West Reverse is true in China, India, Japan, Brazil
Trust in Banks
*Note: Data for 2009/ 2011 displayed
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
+12
- 46
- 30
- 20
+21+10
- 10
+12 - 21
2010-2011 Drops: -8 -9 -22
22
France
Poland*
Nether
lands*
Russia
Sweden
*
Spain*
Italy
*US
Germ
any UK
Irela
nd*0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
40%
48%53% 54%
38%
31%25%
71%
44% 46%
26%
52%47%
44% 44%41%
35%31%
25% 23%
16%
6%
2008 2011
Trust in Banks
*Note: Data for 2009/ 2011 displayed
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in the US, EU countries and Russia
- 46
- 30
- 20
- 10- 21
+12
Banks in Ireland have taken a hit to already low trust levels since 2009; trust now a single digit number, with most trust lost over the past year
-22 points since 2010
24
65% 77%
63% 76%
62% 61%
61% 74%
49% 60%
48% 48%
43% 54%
40% 37%
33% 51%
28% 37%
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. The first one is [INSERT FIRST]. How important is this factor to overall reputation on a 9-point scale where one means “not at all important” and nine means “extremely important”? (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and Ireland.
Delivers consistent financial returns to investors
Has highly-regarded and widely admired top leadership
Is an innovator of new products, services or ideas
Is a good corporate citizen
Prices its brands fairly and competitively
Communicates frequently and honestly on the state of its business
Has transparent and honest business practices
Treats employees well
Offers high quality products or services
Is a company I can trust
39%
39%
46%
51%
55%
55%
65%
63%
69%
65%
Reputation Factors
Trust, high quality products/services, transparency, employee treatment and communication most important reputation factors in Ireland
Significant at 95% confidence level compared to global
25
UAE
Japan
India
S. Kore
a
Singap
ore
Sweden
Mex
ico
Indones
ia US
Poland
Austra
lia
Canad
a
France
Russia
Nether
lands
Argen
tina
UK
Irela
nd
China
Brazi
l
Germ
any
Italy
Spain
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
84%
72% 70% 70%
64%60%
57% 57% 56% 55%52% 50% 49% 48%
44% 44% 43% 43%39% 37% 35% 33%
30%
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote from Milton Friedman: “The social responsibility of business is to increase its profits”? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64 in 23 Countries
% who agree
Milton Friedman: “The social responsibility of business is to increase its profits”
Majority agree
Less than half in Ireland agree with Milton Friedman’s declaration that the “social responsibility of business is to increase its profits”
26
US EU
Ger
man
yUK
Irela
nd
Nether
lands
Swed
en
Russia
Italy
France
Spain
Poland
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
85%80%
91% 89% 89%
81% 81% 80%
73% 72% 71% 71%
Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value
G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in the US, EU countries and Russia
By contrast, nine out of 10 in Ireland agree that business must align with society’s interests in creating shareholder value
27
US EU UK Ireland Russia Sweden Italy NetherlandsPoland France Germany Spain0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
61% 61%
82% 82%
69%66%
63%
57%53%
50% 49% 48%
Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in the US, EU countries and Russia
And eight out of 10 believe government must step in to ensure business behaves responsibly
29
An academic or expert
Technical expert within the company
NGO rep-resentative
A financial or industry ana-
lyst
Person like yourself
CEO Regular employee
Government official
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.760000000000004
0.51
0.58
0.5
0.29
0.370.34
67%
56% 55%
47% 46%
35% 35%31%
2009 2011
Credible Spokespeople – Ireland
Analysts lose credibility as source of information about a company; academics lose credibility but still deemed more credible than others
N/A
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Ireland.
- 9
- 11
Poland
Russia
Spain
Nether
lands
Sweden
France UK
Italy
Irela
ndUS
Germ
any
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
19%
40%
23%
29% 29%
16%
23% 23%
29%
19% 18%
68%
58% 56%
46% 45% 43%39% 38%
35% 34%
24%
2009 2011
30
CEO credibility on rise in most EU markets; Ireland one of two exceptions
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in the US, EU Countries and Russia
Credible Spokespeople – CEO
+18 +33
+49
+17 +16+16 +15 +15+27
31
CEO
Government official
Regular employee
Person like yourself
NGO representative
A financial or industry analyst
An academic or expert
29%
34%
37%
50%
51%
58%
76%
2009
Analysts drop in ranking of credible spokespeople
Credible Spokespeople – Ireland
Government official
CEO
Regular employee
Person like yourself
A financial or industry analyst
NGO representative
Technical expert within the company
An academic or expert
31%
35%
35%
46%
47%
55%
56%
67%
2011
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Ireland
32
0%
10%
20%
30%
40%
34%
13% 13%
35%
9%
4%
0%
10%
20%
30%
40%
50%
26%
38%
7%
21%
3%5%
0%
10%
20%
30%
40%
50%
17%
47%
21%
6%8%
2%
In crisis situations, people want to hear from multiple voices
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. Informed Publics ages 25-64 in Ireland.D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in Ireland.D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in Ireland.
Trusted spokesperson during a company crisis
Preferred spokesperson during a product recall
Preferred spokesperson when the local community has been damaged
Ireland
33
0%
10%
20%
30%
40%
50%
60%
26%
7%
38%
21%
3%5%
Ireland
0%
10%
20%
30%
40%
50%
60%
35%
11%
32%
14%
3% 4%
EU
0%
10%
20%
30%
40%
50%
60%
33%
5%
35%
18%
7%
2%
US
In a product recall, people want to hear from CEO—and technical expert; in Ireland, more desire to hear from technical expert
Who Informed Publics Want to Hear from During a Product Recall
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and Ireland.
34
0%
10%
20%
30%
40%
50%
60%
34%
13%
6%
35%
9%
4%
Ireland
0%
10%
20%
30%
40%
50%
60%
38%
19%
10%
18%
11%
3%
EU
0%
10%
20%
30%
40%
50%
60%
47%
7%10%
24%
10%
2%
US
When local community is damaged, informed publics in Ireland want to hear from both CEO and a third party
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and Ireland.
Employees Customers Local Communi-ties
Society Investors Government0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%93% 92%
89%
81%78%
61%
Ireland informed publics think employees’, customers’ and local communities’ interests should be most important to a CEO’s decisions
Importance of Stakeholders to a CEO’s business decisions – Ireland
E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company, please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to 9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interests should be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be to CEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in Ireland
35
26% 23%
27% 28%
26% 21%
26% 31%
24% 22%
15% 17%
9% 8%
7% 2%
6% 4%
6% 6%
12% 9%
7% 6%
Traditional sources and online search engines most trusted sources of information about a company
Corporate/product advertising
Corporate communications such as press releases
Microblogging sites, such as Twitter
Social networking sites
Content-sharing sites, such as YouTube
Blogs
News/RSS feeds
Online search engines
Radio or radio news
Magazines or business magazines
Television or television news
Newspapers
11%
18%
7%
9%
9%
11%
18%
28%
27%
28%
31%
33%
36
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and Ireland.
Tra
ditio
na
lS
oc
ial M
ed
iaC
orp
ora
te
Trusted Information Sources – Trust a Great Deal
On
line
M
ultip
le
so
urc
es
Significant at 95% confidence level compared to global
37
Social media
Friends and family
Online search engine
Broadcast (radio/TV)
Print (newspapers/magazines)
Online news sources
Company website
0% 10% 20% 30% 40% 50%
3%
10%
16%
17%
18%
18%
19%
Social media
Friends and family
Company website
Online news sources
Broadcast (radio/TV)
Print (newspapers/magazines)
Online search engine
0% 10% 20% 30% 40% 50%
2%
8%
10%
13%
14%
20%
32%
Where Informed Publics go for company news and information – Ireland
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in Ireland.
First Source Second Source Are these the same types of sources you consult first for information
about a business crisis?
People go to trusted sources first for information about a company – online search engines and traditional print and broadcast media
No; 14%
Yes; 86%
38
Strong media brands rise to the top
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and Ireland
Ireland Information Sources
1. Google 39%
2. Irish Times 35%
3. RTÉ 26%
4. Irish Independent 11%
5. The Financial Times 11%
6. The Economist 8%
7. BBC 7%
8. Irish Examiner 6%
9. Sky News 5%
10. Sunday Business Post 5%
U.S. Information Sources
1. Google 31%
2. The Wall Street Journal 24%
3. The New York Times 16%
4. CNN 16%
5. FOX News 14%
6. Yahoo! 10%
7. National Public Radio 7%
8. The Economist 7%
9. Bloomberg 7%
10. MSNBC 6%
U.K. Information Sources
1. Google 47%
2. BBC 46%
3. The Financial Times 16%
4. The Times 13%
5. The Guardian 11%
6. The Economist 7%
7. The Telegraph 7%
8. Sky News 6%
9. Yahoo! 5%
10. The Independent 4%
China Information Sources
1. CCTV 30%
2. Baidu 18%
3. Sina 11%
4. Sohu 10%
5. `163.COM 8%
6. Google 7%
7. Phoenix Television 5%
8. Xinhua 4%
9. The Wall Street Journal 1%
10. China Securities Journal 1%
Most relied on source for company information (unaided)
39
Informed publics need information from multiple sources, multiple voices
H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Ireland.
Once (1); 4%
Twice (2); 12%
Three times (3); 24%
Four or Five times (4 - 5); 36%
Six to Nine times (6-9); 15%
Ten or more times (10+); 9%
3-5 times60%
And need to hear it 3-5 times to believe it
Ireland
Series112%
29%
79%
81%
14%
34%
69%
77%
93%
Through personal action, trust has tangible benefits
Bought shares
Paid more for products/services
Chose to buy products/servicesRefused to buy products/services
Shared negative opinions online
Sold shares
Shared positive opinions online
+_Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – Ireland
F118. [TRACKING] 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. (Percent “Yes”) Informed Publics ages 25-64 in Ireland.F119. [TRACKING] 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. (Percent “Yes”) Informed Publics ages 25-64 in Ireland.
41
Recommended them to a friend/colleagueCriticized them to a friend/colleague
When a company is distrusted When a company is trusted
9%21%
55% will believenegative information
after hearing it 1-2 times
-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Ireland.-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Ireland.
Trust protects reputation
42
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
40%will believe
positive information after hearing it 1-2 times
Ireland
Conclusions
Business must align profit and purpose for social benefit
Trust is a protective agent and leads to tangible benefits; lack of trust is barrier to change
Current media landscape plus increased skepticism requires multiple voices and channels
43
Demand for authority and accountability set new expectations for corporate leadership
The Transformation of Trust
44
Control Information
Focus Solely on Profit
Pro
tect
th
e B
ran
d
Sta
nd
Alo
ne
Profit With PurposeTr
ansp
aren
cy
Engagem
ent
Old Trust Framework New Trust Architecture
WHAT
HOW
WHERE
If you would like additional information or a presentation on anything specific to Trust and your organization please call:
Edelman, Sarah-Jane Smith on 01 6789333 or to view past results, please visit
www.edelman.ie
