edelman trust barometer - aascif edelman trust deck.pdf · 2 edelman’s 15th annual trust...
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2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS
2
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in
U.S. and China, 200
in other countries
• Ages 25-64
• College-educated
• In top 25% of
household income
per age group
• Report significant
media consumption,
and engagement in
business news and
public policy
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
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2014: A CHALLENGING
ENVIRONMENT
4
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 FALL OF GOVERNMENT
2011 RISE OF AUTHORITY FIGURES
2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS
2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST
2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS
2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA
2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON
2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS
2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT
2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING
2002 FALL OF THE CELEBRITY CEO
2001 RISING INFLUENCE OF NGOs
TRUST IN RETROSPECT
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THE EVAPORATION OF TRUST GLOBALLY: TRUST IN NGOS, BUSINESS & MEDIA DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59% 57%
2014 2015
#2
45% 48%
2014 2015
#4 GOVERNMENT MEDIA
NGOS
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Trusted Companies
TRUST MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services -63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague -58% 68%
Paid more for products/services 54%
Shared negative opinions online
Shared positive opinions online
-37% 48%
Defended company 40%
Sold shares
Bought shares -18% 28%
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67%
63% 65%
62%
52%
50%
53% 53%
45% 43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
MEDIA SOURCES: SEARCH ENGINES NOW MOST TRUSTED
Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Millennials Are Even
More
Trusting of Digital
Media
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INFORMATION AND NEWS SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST
TELEVISION NEWSPAPERS ONLINE SEARCH
25%
25%
21%
24% 22%
22%
25%
29%
31%
2013 2014 2015
20% 19%
18%
28% 27% 27%
26% 27% 27%
2013 2014 2015
19% 19% 18%
22%
20% 20%
34%
36% 37%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
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32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED
TRUSTED
NEUTRAL
DISTRUSTED
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Prioritize search engine results over media results
Utilize media results as just one way, out of several
available tools, to impact search engine results
Utilize more experts and employees as ambassadors
Being ‘part of government’ is more of a disadvantage,
than an advantage
WHAT THIS MEANS FOR YOU
BUILDING TRUST IN INNOVATION
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TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN
51% Too Fast 28% Too Slow 19% Just Right
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24%
30%
35%
54%
66%
70%
Make the World a
Better Place
Improve People's
Lives
Personal Ambition
Greed/Money
Business Growth
Targets
Technology
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY
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THE INNOVATION TRUST MATRIX FOR FINANCIAL SERVICES
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Lack of Regulation
Trusted Innovation
APATHY
More
Transparency
More Accessible
Greater
Understanding
Greater Participation
More Control
Better Regulation
More Clear Benefit
Greater Personal Benefit
Greater Societal Benefit
Less Clear Benefit
Less Personal Benefit
Less Societal Benefit
Distrusted Innovation
FEAR
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Make test results available for public review 80%
Partner with an academic institution 75%
Run a clinical trial or beta test 71%
Partner with an NGO 63%
Partner with government 55%
55% AGREE:
New developments are not tested
enough
TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL
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Are we fully explaining the reasons why we are making
changes?
Are we being transparent and bringing in third party
experts when needed?
Are we joining in key public conversations that are
relevant to the insurance industry and to our business?
ASK THESE QUESTIONS:
BUILDING TRUST
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TRUST-BUILDING BEHAVIORS: FINANCIAL SERVICES ARE FALLING SHORT ACROSS THE BOARD
Gap
Importance of Behavior
vs.
Industry Performance
-26
-24
-27
-26
-19
-27
-20
-21
-18 52%
54%
56%
55%
63%
57%
56%
63%
61%
70%
75%
76%
82%
82%
83%
83%
87%
87%
Makes me feel connected to…
Develops intellectual property
Supports local charities and…
Is transparent in reporting…
Makes my life easier
Embraces sustainable business…
Keeps me and my family safe
Protects customer data
Ensures quality control
Importance Performance
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16 KEY ATTRIBUTES TO BUILDING TRUST INTEGRITY
Ethical, responsive to problems
ENGAGEMENT
Listens, communicates, activates
PRODUCTS & SERVICES
High quality, leader in innovation
PURPOSE
Contributes to greater good of society
OPERATIONS
Respected corporate leadership
Ranks on a global list of top companies
Delivers consistent financial returns
The Edelman Trust
Barometer =reveals
16 specific attributes
that build trust.
These can be
grouped into five
performance
clusters listed here
in rank order of
importance.
20
21%
31% 29%
23%
29%
47%
34%
30%
23%
31% 33%
22%
29%
34%
26%
22%
27%
37% 34%
31%
14%
23%
13%
19%
15%
Operations Purpose Products Integrity Engagement
INFLUENCERS: EMPLOYEES, ACADEMICS, CONSUMERS MOST TRUSTED ON THESE BEHAVIORS
COMPANY’S EMPLOYEE COMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON
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THERE ARE OPPORTUNITIES FOR COMPANIES TO LEVERAGE THIS INTERNAL TRUST SURPLUS
Engage employees regularly on the state of the
business, with a focus on transparency.
Employees with employees
Employees with world
Employees with company
Tap in-house technical experts to help position the
company’s overall story in relatable terms.
Empower employees to serve as company
advocates, especially on topics where employees
are highly credible.
22
To help bolster the credibility of
company leadership, companies must
cultivate credible internal spokespeople
to help refine and reinforce their
“Trusted Business Partner” story from within.
23
REINFORCE YOUR STORY FROM WITHIN
Subject matter
experts your company
Regular
employees
Front-line
employees
Three target audiences can help elevate the “how” and
“why” around a company's story
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One of the most trusted overall sources of information about a company
IN-HOUSE EXPERTS
Can help underscore a company’s
innovation story
Can credibly articulate the
development process of new
innovations
Can serve as trusted internal
ambassadors to help educate
general employees about a
company’s innovations – and the
why and benefit behind them
Technical experts
within your company
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Uniquely positioned to understand the role that their own company plays in
the broader picture of innovation
REGULAR EMPLOYEES
Can serve as credible spokespeople
to discuss innovations their company
is pursuing
Require context to understand not
only what the innovations are, but the
“why” and the benefits behind those
innovations
Regular
employees
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The first line of engagement / defense with customers
FRONT-LINE EMPLOYEES
Can help advocate a company’s story
directly to customers and prospects
Can serve as a trusted feedback
channel to inspire the next wave of
innovation, programs or services
Front-line
employees
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BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
47% 53%
81% agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”
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Building trust is crucial to business.
- Are you taking all steps necessary to increase trust?
In building trust, have you ensured that you mission, vision and
purpose is clear?
Are you fully leveraging your employees/technical
experts/brokers/trusted influencers as ambassadors?
- Are you doing all you can to make sure they are helping share
key messages and your story?
WHAT THIS MEANS…
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TOWARDS TRUSTED INNOVATION A REQUIRED SET OF ACTIONS
Behave Solve Engage
Improve Peoples’ Lives
Communicating
through a purpose
driven platform
Keep My Family Safe
Communicate with a
chorus of credible
voices amplified
through search
Inspire Confidence in
Financial Stability
Regulatory Reform
Advocacy
Engage with third parties
to advocate in the public’s
best interest
Data Security &
Privacy
Corporate Social
Responsibility 1
2
3
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