the evolving trust landscape: what it means for business ......2008 trust barometer | 6 40% 52% 52%...

2008 Trust Barometer | 1

The Evolving Trust Landscape:

What It Means for Business and

Stakeholder Relationships

Insights from the 2008 Edelman Trust Barometer

Mark Shadle

April 24, 2008


Trust Matters

• We all see dramatic changes around us: economic, social, political,

technological, environmental

• Our expectations are changing too – for business, for government, for each

other

• We’re all more skeptical, guarded, wary… because the stakes are higher

• Our firm sought to learn:

– Who do you trust to do the right thing?

– What impacts your level of trust?

– Does trust differ – by nation, by industry or age?

– How do you act upon that trust (or lack of it)?

– What can organizations do about it?


The Trust Barometer Methodology

Edelman’s Ninth Trust Barometer

• Conducted by research firm StrategyOne

• Thirty-minute telephone survey conducted in October - November 2007

• “Opinion elites” meeting the following screening criteria:

– College educated

– In top 25% of household income per age group in each country

– Reported significant media consumption and engagement in business news and public policy

• Tracking trust from 2001 - 2008

• Sampled two age groups concurrently (25-34 and 35-64)

Opinion elites aged 35-64 (N = 3,100):

– Surveyed in 18 countries: 400 in the US; 300 in China; 150 each in United Kingdom, Germany, France, Italy,

Spain, the Netherlands, Sweden, Poland, Russia, Ireland, Mexico, Brazil, Canada, Japan, South Korea, and

India

– Consistent with previous Edelman Trust Barometers

Opinion elites aged 25-34 (N = 675):

– Surveyed in 12 countries: 100 in the US; 75 in China; 50 each in United Kingdom, Germany, France, Russia,

Mexico, Brazil, Japan, South Korea, Canada, and India

– This was a new audience to the survey this year


Business Paired with NGOs as Global Trust Leaders

NGOs Strongest in Europe

(18 Country Data 35-64)

State of Trust ‘08

An Opportunity for Business


• Business has a historic opportunity to lead

– Tied with NGOs as the trust leaders globally

– Leads government in 14 out of 18 countries surveyed

• Youthful optimism – 25-34 elites are more trusting of business; use

multiple sources of information

• Mainstream news sources continue to be most used and credible

– Social media strongest among younger opinion elites and in BRIC countries

• A “person like yourself” and experts (doctors, academics and industry

analysts) continue as the most credible spokespeople; not CEOs

• Elites will act positively based on trust or negatively based on distrust

in companies

Key Global Themes on Trust


40%

52%52%

44%

51%

43%

48%

53%

0%

20%

40%

60%

NGOs Business Media Government

2007 2008

A1-A5. 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. Please use 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". The higher the

number the more you TRUST them to do what is right.

35-64 Opinion Elites (18 Countries); Global Total

*

*

* Statistically higher than comparable age group at the 95% confidence level.

Business Holds the Same Strong Trust Levels as 2007

Business trust flat in Europe,

except down in Sweden

Global Trust in InstitutionsNGOs and Business Tied as the Trust Leaders


A1-A5. 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.

Please use 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". The higher the

number the more you TRUST them

to do what is right.

35-64 Opinion Elites (European Countries)

28%

34%

38%

45%

53%

BUSINESS

RELIGIOUS

NGOs

MEDIA

GOVERNMENT

18%

30%

36%

39%

63%

BUSINESS

REL

NGOs

MEDIA

GOVERNMENT

40%

55%

59%

59%

64%

BUSINESS

RELIGIOUS

NGOs

MEDIA

GOVERNMENT

27%

27%

35%

38%

47%

BUSINESS

RELIGIOUS

NGOs

MEDIA

GOV

29%

41%

43%

49%

63%

BUSINESS

RELIGIOUS

NGOs

MEDIA

GOV22%

26%

30%

35%

57%

BUSINESS

REL

NGOs

MEDIA

GOVERNMENT

36%

37%

46%

49%

51%

BUSINESS

RELIGIOUS

NGOs

MEDIA

GOVERNMENT

35%

37%

43%

47%

59%

BUSINESS

RELIGIOUS

NGOs

MEDIA

GOV

Sweden

Ireland

UK

France

28%

28%

29%

38%

42%BUSINESS

RELIGIOUS

NGOs

MEDIA

GOVERNMENT

Russia

11%

32%

37%

38%

45%BUSINESS

RELIGIOUS

NGOs

MEDIA

GOV

PolandGermany

Spain Italy

Netherlands

NGOs Have a Strong Trust Advantage Over

Business in Most European CountriesPoland/Russia Differs

+8

+12

+2

+4

+27

+12

+22

-9

-13

-7


47

52

41

4947

55 54

57

6160

55

4240

55

4746

59

51

4541

45

52

56

36

31

39

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

Winter 2001 Winter 2002 Winter 2003 Winter 2004 Winter 2005 Winter 2006 Winter 2007

Europe (UK/ France/Germany) USA China Japan South Korea

A1-A5. 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.

Please use 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". The higher the number the more you TRUST them to do what is right.

35-64 Opinion Elites - (UK)

NGOs’ Trust Rising in Some Important Countries

Outside Europe


Business Leads Government in Nearly Every Market

Canada

39%49% +10

USA

39%

58% +19

Mexico

49%

75% +26

Brazil

22%

61%+39

Sweden

39%

63%-24

Ireland

35%

47% +12

UK

34%

45% +11

France

35%

30% -5Spain

37%

49% +12

Russia

38%

42% +4

Poland

11%

45% +34

Netherlands

55%

64%-9Germany

27%

35% +8

Japan

45%

61% +16

China

54%

79%-25

India

49%

74% +25

South Korea

40%

43% +3

Government

Business

A1-A5. 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.

35-64 Opinion Elites (18 Countries)

Italy

29%

41% +12


16%

34%33%

32% 26%

35%

27%

24%27%

0%

20%

40%

60%

Winter 2006 Winter 2007 Winter 2008

UK France Germany




35-64 Opinion Elites (UK, France, Germany)

35%

44%45%

53%

28% 28%

30%

31%33%

0%

20%

40%

60%

Winter 2006 Winter 2007 Winter 2008

UK France Germany

Trust in Government Up Trust in Business Flat

Trust in Government Rebounds in UK & France,

While Business Flat in UK, France, Germany


45%

34%

53%

19%

38%

37%

44%

43%

53%

46%

27%

17%

16%

33%32%

41%43%

44%

56%

41%

25%

21% 22%24%

0%

20%

40%

60%

80%

100%

Winter 2003 Winter 2004 Winter 2005 Winter 2006 Winter 2007 Winter 2008

Business Government NGOs Media




35-64 Opinion Elites - (UK)

Rebound in UK trust in Government, Media and

NGOs to 2006 Levels


65%

55%

45%

49%

64%

60%

53%

43%

48%

38%

45%

38%

41%

62%

44%

33%

19%

34%

29%

41%

53%

22%

33%

30%

0%

20%

40%

60%

UK Germany Italy US Canada Japan South

Korea

Brazil India

2008

2007

2006

A1-A5. 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. Please use 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". The higher the number the more

you TRUST them to do what is right.


Media is more trusted than governments in 13 of 18 countries

• No significant change in media trust in France, China,

Spain, Ireland, Sweden, Netherlands, Russia, Mexico

• Drop in Poland

Trust in The Media at a High Point In Many

Countries – “The Voice of Media Is Back”


Key European Trust Themes

Europe encompasses a multiplicity of Trust viewpoints

• Trust in business across Europe on par with last year except for a decline in Sweden

• NGOs are most trusted institutions in UK, Germany, France, Italy, Spain, Ireland

• Business leads trust in Russia and Poland; Government in Sweden and

Netherlands

• Government trust rebounded from a 2007 low in UK and France with regime change

• Europe includes the most (Sweden, Germany) and least (Russia) trusted

headquarter countries

• Italians and Spanish show increases in trust and credibility across multiple

categories and spokespeople

• Higher use of social media in Russia, Poland and Germany than other European

countries

• Ireland shows high usage and credibility increases for traditional news sources

• Trust in religious institutions dropped in most European countries except Ireland

where it rose 8 points to 37%


Seven of Top Ten Most Trusted Headquarters

Countries are European

A 18-35. Please tell me how much you trust global companies headquartered

in the following countries to do what is right on a scale 1-9. 35-64 opinion

elites in 18 countries global total.

Top Ten


0

10

20

30

40

50

60

70

80

90

100

2001 2002 2003 2004 2005 2006 2007 2008

Citicorp Coca-Cola McDonald's ExxonMobil

US Trust in American Companies European* Trust in American Companies

A51/52/54/59. I am going to read you a list of organizations and companies. For each one, please tell me how much you TRUST that company or organization to do

what is right. This time, please use 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”. The higher the number the more you TRUST them to do what is right. If you have not heard of the organization or company, tell me

and we will move to the next one.

35-64 Opinion Elites

29%

46%

35%

26%

* European Tracking = UK/France/Germany

0

10

20

30

40

50

60

70

80

90

100

2001 2002 2003 2004 2005 2006 2007 2008

Citicorp Coca-Cola McDonald's ExxonMobil

77%

67%63%

46%

Continuing Trust Discount for US Companies in

Europe


European Companies Do Not Face a

Trust Discount in the US

59%

52%

0%

10%

20%

30%

40%

50%

60%

70%

2002 2003 2004 2005 2006 2007 2008

Unilever Shell

41%

47%

0%

10%

20%

30%

40%

50%

60%

70%

2002 2003 2004 2005 2006 2007 2008

Unilever Shell

* European Tracking = UK/France/Germany

A51/52/54/59. I am going to read you a list of organizations and companies. For each one, please tell me how much you TRUST that company or organization to do

what is right. This time, please use 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”. The higher the number the more you TRUST them to do what is right. If you have not heard of the organization or company, tell me

and we will move to the next one.


US Trust in European Companies European* Trust in European Companies


Key UK Trust Themes

• Trust in the institutions of government, media and NGOs all rose significantly

over the last year – back up to 2006 levels – while trust in business remained flat

• Significant increases in trust: energy and media industry sectors

• Television news coverage the most used sources of information about

companies; analyst reports and radio news coverage the most credible

– Credibility of newspapers, articles in business magazines, radio news coverage rebounded to

’06 levels

– UK (along with French) opinion elites consider communications issued by companies less

credible than do opinion elites in any other country

• Person like yourself as well as experts (particularly financial/industry analysts and

doctors) are the most credible spokespeople

– Significant increases in credibility of a person like yourself, academics, financial analysts, CEOs

• Younger UK opinion elites consider several sources of information and

spokespeople more credible than their older counterparts:

– Sources of information: TV news coverage, TV talk shows, Blogs, Social networking sites,

Videosharing sites; Spokespeople: Entertainers/athletes, bloggers


1%

3%

33%

49%

51%

51%

60%

64%

68%

71%

78%

0% 10% 20% 30% 40% 50% 60% 70% 80%

None of these

Other factors

The cultural differences between that country

and yours

Your personal experience with people from

that country

Political relationship between that country

and yours

Country's environmental track record

Country's human rights track record

Your experience with other companies from

that country

What you have seen, heard or read in the

news about the country

Your experience with products or services

from that country

Your perceptions of how corrupt or fair

business practices are in that country 67

62

57

49

60

51

40

40

29

3

1

70

69

67

52

55

45

59

34

27

3

1

A 36. Which, if any, of the following factors are important to you in deciding whether to place your trust in a company

headquartered in an overseas country?


UK Trust in Companies Headquartered Overseas

Driven More by Pragmatism than Ideology


31%

34%

41%

45%

47%

48%

49%

49%

50%

52%

59%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Insurance

Media Companies

Consumer Packaged Goods Manufacturers

Energy

Banks

Automotive

Entertainment

Retail

Pharmaceuticals

Biotech/Life Sciences

Health Care Industry

Technology 80

58

73

54

64

50

60

69

54

63

44

49

73

62

62

49

57

51

56

44

49

47

40

35

Significant increases

in trust of energy and

media companies in

the UK

A6-A17. Please tell me how much you TRUST businesses in each of the following industries to do what is right.


Technology Remains the Most Trusted Sector

Among UK Opinion Elites


Younger Opinion Elites Are the

New Opportunity for Business



Trust in Business – By Respondent Country/Age Group

*

A1-A5. [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.


42%

43%

30%

45%

54%

58%

61%

74%

75%

32%

44%

56%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Germany

Canada

Brazil

Russia

South Korea

France

UK

China

US

Japan

India

Mexico


84%

76%

62%

60%

59%

56%

52% *

52%

50%

61%

49%

35%

Global

25-34 Year Elites

35-64 Year Elites

35-64 25-34

25-34 35-64

Respondent Country

Younger Elites Show Higher Trust in Business

in Nine of the Twelve Countries


*

28%

35%

41%

40%

44%

45%

52%

47%

58%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Retail

Health care industry

Insurance

Media companies

Banks

Consumer packaged goods manufacturers

Energy

Pharmaceuticals

Automotive

Entertainment

Biotech/life sciences

Technology

UK/France/Germany

25-34 Year Elites

35-64 Year Elites

35-64 25-34

Younger European Elites Are More Trusting of

Several Industries

A6-A17. 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 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A

GREAT DEAL”. The higher the number the more you TRUST them to do what is right. If you have not heard of the industry, tell me and we will move to the

next one. Let’s start with… 25-64 Opinion Elites (UK-France/Germany)

75%

63%

58%

53%

50%

49%

48%

48%

36%

31%

60%

51%

59%

50%

*

*

* Statistically higher than comparable

age group at the 95% confidence level.


Trust and Information Sources:Top-Down “Vertical” Sources Lead;

Peer-to-Peer “Horizontal” Media Making Inroads



Media Usage: Mainstream Media Still the Most

Frequently Used for Business Information

Regular UsageUK

%

FRA

%

GER

%

RUS

%

EU

%

US

%

Television news coverage 76 55 79 74 68 71

Articles in newspapers 73 69 77 70 74 67

Articles in business magazines 53 58 72 79 56 57

Conversations with your friends and

peers59 41 52 53 53 50

News coverage on the radio 59 55 60 44 56 46

A company’s own Web site 51 41 27 64 46 43

Stock or industry analyst reports 39 23 48 32 34 42

Communications issued by

companies such as press releases,

annual reports, and newsletters

43 25 44 41 37 35

Corporate or product advertising 39 17 35 46 33 33

Blogs 9 5 13 34 10 11

Wikipedia 25 18 39 23 26 19

Social Networking Sites 8 6 17 25 11 8

Most Used Source of

Information Globally

Articles in

newspapers

11 of 18

Countries

Television

news

coverage

5 of 18

Countries

Articles in

business

magazines

2 of 18

Countries

C1. From which of the following

sources do you get information about

companies on a regular basis?


Great variety among

countries’ use of social media


Three Global News Sources – CNN, BBC, Google

Are Referenced in Nearly Every European Country

Top 10

specified

media

sources

across all

channels

Global UK Germany France Italy Spain Netherlands Sweden Ireland Russia Poland US

Top 10

specified

media

sources

across all

channels

CNN

(25%)

BBC

(83%)

Der Spiegel

(39%)

Le Monde

(40%)

RAI

(54%)

El Pais

(33%)

De Telegraaf

(40%)

SVT

(63%)

RTE

(69%)

RTR

(25%)

Gazeta Wyborcza

(22%)

CNN

(54%)

BBC

(17%)

CNN

(25%)

FAZ

(Frankfurter

Allgemeine

Zeitung)

(26%)

LCI

(La Chaine de

l'Information)

(33%)

Il Sole 24 Ore

(41%)

Antena 3

(32%)

De Volkskrant

(37%)

Dagens Nyheter

(53%)

Irish Times

(47%)

CNN

(25%)

Rzeczpos-polita

(16%)

MSNBC

26%)

Google

(9%)

SKY News

(20%)

NTV

(23%)

Les Echos

(28%)

Corriere della

Sera

(33%)

El Mundo

(27%)

RTL

(33%)

Dagens Industri

(37%)

Irish Independent

(37%)

NTV

(24%)

TVP

(15%)

Fox News

(25%)

CCTVFinancial Times

(13%)

ARD

(19%)

Le Nouvel

Observateur

(19%)

La Repubblica

(23%)

CNN

(21%)

CNN

(25%)

BBC

(15%)

BBC

(33%)

BBC

(23%)

Polsat

(15%)

CNBC

(22%)

CNBCGoogle

(10%)

CNN

(17%)

Le Figaro

(15%)

CNN

(8%)

TVE1

(20%)

Google

(17%)

CNN

(11%)

SKY News

(22%)

Argumenty i Fakty

(22%)

TVN/TVN24/TVN

Business

(14%)

WSJ

(19%)

CBCTime Magazine

(8%)

Die Welt

(12%)

RTL

(15%)

Affari Italiani

(7%)

Telecinco

(16%)

BBC

(12%)

Affars Varlden

(5%)

Google

(12%)

Izvestia

(17%)

Google

(11%)

NYT

(13%)

MSNBC

The Sunday

Times

(8%)

RTL

(11%)

CNN

(11%)

BBC

(7%)

Expansion Directo

(11%)

Vrij Nederland

(7%)

Financial Times

(4%)

CNN

(10%)

Itogi

(13%)

Polish Television

Channel One/Two

(9%)

ABC

(11%)

Fox NewsBloomberg

(7%)

Financial Times

(10%)

La Tribune

(8%)

Google

(7%)

BBC

(10%)

Beleggers

Belangen

(7%)

Google

(3%)

Financial Times

(4%)

Google

(9%)

ONET.PL

(5%)

BBC

(10%)

BloombergThe Telegraph

(7%)

Google

(9%)

BBC

(7%)

La Stampa

(5%)

Cinco Dias

(7%)

Financial Times

(5%)

Bloomberg

(3%)

Bloomberg

(3%)

Forbes

(5%)

RMF

(5%)

Bloomberg

(8%)

RTEThe Guardian

(6%)

BBC

(9%)

Google

(6%)

MEDIASET

(3%)

The Economist

(7%)

Business Today

(5%)

SR (Sveriges

Radio)

(3%)

The Economist

(3%)

Business Week

(5%)

Polish Radio

Station

Programme

One/Two/ Three

(4%)

Google

(7%)

OE8a. Thinking about these sources as well as other newspapers, business magazines, TV news, Web sites and radio stations that you have access to, which specific news

sources do you rely on the MOST for information about companies? Please select up to three. 35-64 Opinion Elites

Note: The Financial Times is clearly a regional – not global – brand


Canada

USA

Mexico

Brazil

Sweden

Ireland

UK

Russia

Poland

Netherlands

Germany

Italy

China

India

South Korea

C2-C16. In general, how credible do you

feel each of the following sources is for

information about a company? If you have

not heard of the source, just say so. Is

information about a company that you get

from (INSERT FIRST) extremely credible,

very credible, somewhat credible, or not

credible at all? (18 Countries)

1) Business magazines

2) Analyst reports

3) Radio news coverage

1) Analyst reports

2) Free content encyclopedia



2) Friend/peers

3) Newspapers


1) Analyst reports

3) Friend/peers

1) Analyst reports

2) Business Magazines

2) Company communications

1) TV news coverage

2) Radio new coverage

3) Analyst reports


2) TV news coverage

3) Analyst reports



2) Analyst reports

2) Friends/peers

1) Radio

1) Analyst reports



2) Analyst reports


1) Analyst reports



1) TV news coverage

2) Friend/peers



1) Analyst reports

3) TV news coverage


2) Newspapers

3) Analyst reports

Credibility of Sources: Mainstream Media,

Especially Business Magazines Most Credible

France

Spain

Japan


1) Analyst reports

3) Friends/peers

1) Analyst reports


3=) Conversations with friend/peers

3=) TV talk shows


1) Analyst reports

3) Newspapers

1) Newspapers

2) Analyst reports

3) TV news coverage


7%

7%

9%

9%

15%

15%

17%

21%

25%

29%

37%

46%

47%

53%

66%

0% 10% 20% 30% 40% 50% 60% 70%

Corporate or Product Advertising

Weblogs or Blogs

Web-Based Video Sharing Sites

Social Networking Sites

Television Talk Shows

A Company's Own Website

Online Forums

Communications Issued by Companies

Free Content Encyclopedia

Newspaper Articles

Television News Coverage

Conversations with Friends and Peers

Articles in Business Magazines

News Coverage on the Radio

Stock or Industry Analyst Reports 58

49

57

47

45

46

34

34

27

26

28

17

14

15

12

C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have not

heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely

credible, very credible, somewhat credible, or not credible at all?


58

47

60

45

43

46

41

29

23

23

33

14

15

17

16

* Statistically significant change since 2007.

The credibility of

“Conversations with

friends and peers,”

analyst reports and

radio significantly

increased in the UK

in 2008

Media Credibility: Analyst Reports and Radio

Coverage are Particularly Strong in the UK


8%

10%

12%

9%

13%

19%

25%

25%

29%

36%

45%

37%

42%

53%

49%

% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Web-based Video Sharing Sites

Blogs

Social Networking Sites

Corporate or Product Advertising

A Company’s Own Web Site

Television Talk Shows

Communications Issued by Companies

Online Forums

Free Content Encyclopedias

Television News Coverage

News Coverage on the Radio

Articles in Newspapers

Conversations with Your Friends and Peers

Stock or Industry Analyst Reports

Articles in Business Magazines

C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have

not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely


25-64 Opinion Elites (UK/France/Germany)


Credibility of Sources for Information on Companies

Legend

25-34 Year Elites

35-64 Year Elites

66%

59%

57%

49%

41%

47%

33%

31%

29%

25%

20%

17%

35-64 25-34

16%

46%

20%

*

*

*

*

*

*

*

*

*

*

*

Younger European Elites Consider Every

Source of Information More Credible


Spokespeople:Person Like Yourself and Experts

Continue as Most Credible Spokespeople



5%

8%

27%

31%

37%

47%

48%

51%

51%

53%

0% 10% 20% 30% 40% 50% 60%

Blogger

Entertainer/Athlete

CEO of a Company

Government Official

or Regulator

Regular Employee of

a Company

Academic

NGO Representative

Doctor or Healthcare

Specialist

Person Like Yourself

Financial or Industry

Analyst 55

59

53

50

52

37

32

30

11

13

C18-C27. In general, when forming an opinion of a company, if you heard information about a company from [INSERT PERSON], how

credible would the information be? If you have not heard of this kind of person, just say so. Would the person be extremely


25-64 Opinion Elites * Statistically significant change since 2007.

56

60

53

50

54

43

20

23

13

12

* Statistically significant change since 2007.

*

*

*

Person Like Yourself & Experts Continue to be

Most Credible


7%

10%

21%

23%

30%

42%

41%

45%

45%

48%

% 10% 20% 30% 40% 50% 60% 70% 80%

Entertainer/Athlete

Blogger

Government Official or Regulator

CEO of a Company

Regular Employee of a Company

Non-Profit Organization or NGO …

Academic

Doctor or Healthcare Specialist

Financial or Industry Analyst

A Person Like Yourself

Younger European Elites Listen to a Wider Range of

Spokespeople

C18-C27. In general, when forming an opinion of a company, if you heard information about a company from [INSERT PERSON], how

credible would the information be? If you have not heard of this kind of person, just say so. Would the person be extremely


25-64 Opinion Elites (UK/France/Germany)


*

*UK/France/Germany

25-34 Year Elites

35-64 Year Elites

35-64 25-34

*

*

*

*

59%

57%

54%

52%

48%

46%

30%

29%

19%

17%


4%

6%

17%

18%

23%

31%

45%

59%

0% 10% 20% 30% 40% 50% 60%

Is the same religion as you

Is the same gender as you

Is the same age as you

Is from you local community

Is the same nationality as you

Is the same profession as you

Holds similar political beliefs to you

Shares common interests with you

Ranking of Characteristics Increasing Trust in Someone Sharing Information About a Company

C29. All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone

sharing information about a company? Are you MOST likely to trust the person if he/she …

35-64 Opinion Elites (EU Countries)

““A Person Like Me” Defined More By Common Interests

Than By Shared Demographics or Religion

Political Beliefs: ↑ ITA , GER, FRA; ↓ ESP Profession: ↓ UK, GER, ITA, RUS, NLD

57

42

32

15

22

14

5

6

61

54

23

23

24

19

7

14


Why Trust Matters:Elites Will Act Positively Based On Trust

Or Negatively Based on Distrust In

Companies



100% -80% -60% -40% -20% 0%

Positive action employed as

frequently as negative

D1/D6. When you think of companies that you (trust vs. do not trust), how likely are you to take each of the following actions in relation to those companies?

35-64 Opinion Elites (UK)

Negative Positive

81%

Both Trust and Distrust Drive Actions -

Positive or Negative

77%

58%

80%

33%

36%

18%

Distrust Company Trust Company

25%

29%

51%

54%

86%

89%

0% 20% 40% 60% 80% 100%

N/A

Buy/Do not buy their products or services

Share your opinions with others

Support/Oppose plans to locate in your

community

Choose/Refuse to invest in them

Share your experiences online

Write a letter or email to media, politician

or official third party

Actively demonstrate against them


Information is Shared Most With Friends and Families;

Influence Extends to Professional Peers and Co-Workers

C30. With whom do you frequently share opinions about companies?


With Whom Do You Frequently Share Information About Companies?

1%

1%

9%

15%

17%

22%

33%

43%

61%

65%

75%

77%

0% 10% 20% 30% 40% 50% 60% 70% 80%

No One

Anyone Else

People You Know Through Religious …

People You Know Through Online Forums

People You Know Through Political …

People You Know Through Volunteer Work

People You Know Through Schools

People in Your Community

Coworkers

People in Your Professional Network

Family

Friends 79

83

56

57

43

30

25

20

16

20

1

0

75

68

62

63

33

27

18

16

12

7

2

1


Younger European Opinion Elites Are More Likely To Talk

Online About Companies They Do and Do Not Trust

30%

51%

0%

D6/11. When you think of companies that you trust/do

not trust, how likely are you to take each of the

following actions in relation to those companies?

Would you say that you are very unlikely, somewhat

unlikely, somewhat likely or very likely to do each of

the following?

25-64 Opinion Elites (UK/France/Germany)* Statistically higher than comparable age group at the 95% confidence level.

*

*

Trusted

Companies

Distrusted Companies

Share your opinion and

experiences on the web

Share your opinion and

experiences on the web 32%

43%

0%

UK/France/Germany

25-34 Year Elites

35-64 Year Elites

*


Four Drivers of Trust GloballyCustomer, Corporate Reputation, Leadership,

Local Familiarity



94%

91%

82%

89%

79%

67%

71%

63%

59%

57%

49%

41%

% 20% 40% 60% 80% 100%

Quality of products and services

Customer service

Value for money of products and services

Company’s overall reputation

Social and environmental track record

Reputation as a place to work

Financial performance

Industry sector

Respected CEO or leader

Someone you trust works for the company

The company’s presence in your area

Headquarters nationality

B1. When you think of individual companies that you trust, how important are each of the following factors to building your trust

in that company? Please use a nine-point scale where one means "it is not at all important" and nine means "it is extremely

important.“

35-64 Opinion Elites (UK)

Social/environmental track record and reputation as a place to work

are more influential than financial performance or the CEO

Customers

Corporate

Reputation

Leadership

Local

Familiarity

The Four Drivers of Business Trust

Financial performance matters less

in the EU than in other regions


17%

24%

25%

41%

48%

55%

72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Markets its products in your area

Takes a leadership role in issues relevant to your community

Makes charitable contributions in your community

Doesn’t push out the local competition

Practices sound environmental policies

Respects local customs and traditions

Creates jobs in your area

B2. Which of the following actions do you believe are most important for a global company seeking to build its local reputation in your area?

Please select THREE of the following. The company…


Every region rates job creation first.

Important Factors for Building Local Reputation

Job Creation is the Most Important Driver of

Local Reputation

75

44

61

35

21

22

23

63

47

47

37

29

31

21


The Evolving Trust Landscape - Implications

Business has a historic opportunity for trust leadership

• Take on broader social challenges as part of the corporate remit

• Business is moving closer to the center of trust, as “making money” and “doing good”

become compatible trust imperatives

• In conjunction with NGOs

Recognize “Info-ential Generation” of Young Opinion Elites

• Positively inclined towards business

• Listening to more voices

• Constantly reviewing the scene, demanding immediacy and transparency


The Evolving Trust Landscape - Implications

Use both top down mainstream information sources, along with

peer-to-peer communications to engage with opinion elites

• Media attitudes and behaviors remain local, not global – continue to respect

differences across markets

• Reach younger elites are by communicating across multiple platforms, including more

social media and inviting participation

• Use different types of spokespeople -- a “person like yourself,” employees AND

expert individuals (doctors, academics and industry analysts)

Engage influential TrustHolders in conversation to motivate positive

actions, and minimize negative responses

• Recognize that two-thirds of opinion elites represent your most influential and

activated trust audiences – Social Networkers and Social Activists

• Encourage conversation, rather than just playing defense on crisis management


Questions?

the evolving trust landscape: what it means for business ......2008 trust barometer | 6 40% 52% 52%...

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