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Methodology
19th ANNUAL
EDELMAN TRUST
BAROMETER
Online Survey in 27 Markets
33,000+ respondents total
All fieldwork was conducted between
October 19 and November 16, 2018
27-market global data margin of error: General population +/- 0.6%
(N=31,050), informed public +/- 1.3% (N=6,000), mass population +/-
0.6% (26,000+), half-sample global general online population +/- 0.8
(N=15,525).
Market-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N=min 200, varies by market,
China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N
=min 739, varies by market).
Employee MOE: 27-market = +/- 0.8% (N=16,944)
Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market)
2
General Online Population
1,150 respondents per market
Ages 18+
All slides show general online
population data unless otherwise noted
Mass Population
All population not including informed public
Represents 84% of total global population
Informed Public
500 respondents in U.S. and China;
200 in all other markets
Represents 16% of total global population
Must meet 4 criteria
- Ages 25-64
- College-educated
- In top 25% of household income per
age group in each market
- Report significant media consumption and
engagement in public policy and business news
2019 Focus on
Employer-Employee
Relationship
55% of global general population are full- or
part-time employees (but not self-employed)
Oversample of employees of multinational
companies: 500 respondents per market
Methodology
2019 French
Supplement – Post
“Gilets Jaunes”
survey
3
General Online French Population
1011 respondents
Ages 18+ National representative of the French Population
All slides show general online population data unless otherwise noted
Informed Public
250 informed Public including a boost of 150
Represents 15% of total global population
Must meet 4 criteria
- Ages 25-64
- College-educated
- In top 25% of household income per
age group in each market
- Report significant media consumption and engagement in public
policy and business news
Fieldwork was conducted between the
15th and 21st of January 2019
2019 GJ
This symbol denotes French data
from the French supplementary
survey
A Fragile Trust, in a Context of
Strong Disappointment
5
52
43
33 33
56
50
32
36
Percent trust
A MODEST RISE IN TRUST FROM WHICH
THE GOVERNMENT DOESN’T BENEFIT
6
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population, France.
Business MediaNGOs Government
67
63
49
44
70
66
49 51
General population
Informed public
+3 +3 0 +7
+4 +7 -1 +3
2018 2019 2018 2019 2018 2019 2018 2019
2018 2019 2018 2019 2018 2019 2018 2019
Government and media still distrusted
Y-to-Y Change- +0
TrustNeutralDistrust
WIDESPREAD LACK OF BELIEF IN THE SYSTEM
7
2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a
list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point
scale; top 4 box, true. Informed public and mass population, France. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is
POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored].
Sense of injustice 79 78
Lack of confidence 70 76
Mass population
8
28
64
13
38
49
Percent who agree
the system is…
Informed public
How true is
this for you?
Working
for me
Not
sure
Failing
me
Working
for me
Not
sure
Failing
me
46 39
Strong Destabilization in a
Vulnerable Context
Footer 8
56
TRUST
INDEX
A SIGNIFICANT DECREASE OF TRUST IS OBSERVED
9
Trust index
General population
Informed public
2018 2019 2019 GJ
40
TRUST
INDEX
44
TRUST
INDEX
38
TRUST
INDEX
59
TRUST
INDEX
54
TRUST
INDEX
- 5
- 6
2019 GJ
TRUST IN GOVERNMENT FURTHER ERODED
11
2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population
Percent trust
49% 49%
46%
General population
Informed public
2018 2019
Y-to-Y Change- +0
TrustNeutralDistrust
2019 GJ
= - 3
2018 2019 2019 GJ
33% 32%
29%
- 1 - 3
Government
2019 GJ
33%
36%
31%
44%
51%
45%
MEDIA SANCTIONED, LOOSING THE POSITIVE TREND
ACHIEVED SINCE 2018
12
2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population
Percent trust
General population
Informed public
2018 2019 2019 GJ
+ 7 - 6
2018 2019 2019 GJ
+ 3 - 5
Media
Y-to-Y Change- +0
TrustNeutralDistrust
2019 GJ
13
Percent trust in media and media sources
ALL MEDIA SOURCES IMPACTED BY THE DECREASE
Trust in media in 2019
36%
Trust in media after the
“Gilets jaunes” Movement
31%
51%
46%
50%
48%
46% 46%
61%
60%
49%
28% 26%
24%
29%
41%
39%
52%
44%
36%
25% 24%
23%
29%
29%
26%
25%
26%
24%
30%
32%
33%
36%
37%
36%
31%
35%
29%
46% 47%
50% 49%
55%
59%
54% 54%
49%
2012 2013 2014 2015 2016 2017 2018 2019 2019 GJ
Traditional media
Search engines*
Owned media
Online-only media**
Social media
2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box. General population,
COM_MCL. 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.” 9-point scale; top 4 box, trust. General population.
*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.”
Effect of the
“Gilets jaunes”
- 5
2019 GJ
52%
56%
48%
67%
70%
67%
EVEN NGOs, TRADITIONALLY SAFE-HAVEN, WERE
AFFECTED BY THIS DECREASE
14
2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population
Percent trust
General population
Informed public
2018 2019 2019 GJ
+ 3 - 3
2018 2019 2019 GJ
+ 4 - 8
Business
2019 GJ
Y-to-Y Change- +0
TrustNeutralDistrust
43%
50%
45%
63%
66%
56%
BUSINESS HAS SLIPPED TO THE DISTRUST ZONE AFTER
A SIGNIFICANT RISE
15
2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population
Percent trust
General population
Informed public
2018 2019 2019 GJ
+ 3 -10
2018 2019 2019 GJ
+ 7 - 5
Business
Y-to-Y Change- +0
TrustNeutralDistrust
2019 GJ
16
Percent trust
PROXIMITY SEEMS TO BE A TRUST LEVER
General population
Informed public
TrustNeutralDistrust
81% 79% 76%
70% 66%
61% 58%
53%
48% 46%
72% 68% 64%
56%
49% 49% 49%
43%
36%
30%
Employee-owned
businesses that
are fully or mostly
owned by their
workers
Family-owned
businesses or
companies
Small- and
medium-sized
businesses or
companies
Companies
headquartered
in France
Sharing economy
businesses that
allow people to buy,
sell or rent to and
from their peers
Publicly-traded
businesses or
companies
Privately-held
businesses or
companies
Big businesses
or companies
Foreign
companies
Listed
companies
2019 French complement. TRU_COMP. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal.”
2019 GJ
IN THE END, THE FOUR MAIN INSTITUTIONS HAVE BEEN
IMPACTED
52
43
33 33
56
50
32 36
48
45
29 31
18
2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population
Percent trust
Business MediaNGOs Government
67
63
49
44
70
66
49
51
67
56
46 45
General population
Informed public
2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ
- 3 -10 -3 -6
- 8 - 5 - 3 - 5
2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ
2019 GJ
Y-to-Y Change- +0
TrustNeutralDistrust
55 58 60
51 50
50
55 53
46 45
19
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender.
Percent trust
A STRUCTURAL PESSIMISM WITHIN FEMALE POPULATION
Trust Index
Germany 12
U.S. 11
UAE 10
Women
Men
NGOs Business Government Media
U.S. 14
Germany 11
Japan 11
U.S. 15
Germany 14
UAE 14
Germany 10
Japan 10
S. Africa 10
UAE 16
Germany 11
Japan 11
TrustNeutralDistrust
Trust gap 5 3 7 5 5
Largest gaps in:
Largest trust gap
47
60
55
35
39
40
52
45
29 33
20
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, France, by gender.
Percent trust
FRANCE ABOVE THE AVERAGE GENDER GAP
Trust Index
Germany 12
U.S. 11
UAE 10
Women
Men
NGOs Business Government Media
U.S. 14
Germany 11
Japan 11
U.S. 15
Germany 14
UAE 14
Germany 10
Japan 10
S. Africa 10
UAE 16
Germany 11
Japan 11
TrustNeutralDistrust
Trust gap 7 8 10 6 6
Largest gaps in:
Largest trust gap
52
45
29 33
43
39
21
26
60
55
35 39
53 51
38 36
21
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender.
Percent trust
A GAP THAT HAS WIDENED WITH THE “GILETS JAUNES”
MOVEMENT
Trust Index
Women
Men
NGOs Business Government Media
Trust gap 7 10 10
Largest trust gap
45
TRUST
INDEX
8 12 6 17 6 10
2019 2019 GJ 2019 2019 GJ 2019 2019 GJ 2019 2019 GJ
47
TRUST
INDEX
32
TRUST
INDEX
40
TRUST
INDEX
2019 2019 GJ
13
2019 GJ
A Desire for Change & Action
22
49
16
21
26 28
31 32 34 34
38 39 39
44 45
48 50
53 54
59
69 70 71 71 73 73
79
82 84
63
38 37 38
43
47
54 53
50 48
38
44
56
65
62
56 54
69 69
72
83
86
79
74
81
88 89
86
Global27
Japan
France
Germany
U.K.
TheNetherlands
Australia
Canada
Italy
HongKong
Russia
S.Korea
Spain
Ireland
U.S.
Singapore
Turkey
S.Africa
Argentina
Malaysia
UAE
China
SaudiArabia
Brazil
Mexico
India
Indonesia
Colombia
Percent who believe they and their families will be better off in five years’ time
FRANCE AMONG THE MOST PESSIMISTIC COUNTRIES
IN THE WORLD
23
2019 Edelman Trust Barometer. CNG_FUT. 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?
5-point scale; top 2 box, better off. Informed public and mass population, 27-market average.
14 markets in which majority of mass population
do not believe that they will be better off in five years
Mass population Informed public
17
27
23
36
61
37
26
2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your
answer using the 7-point scale below. Question asked of half of the sample. General population, France. For details on how the News Engagement Scale was built, please refer to the Technical
Appendix.
A MASSIVE RISE IN NEWS ENGAGEMENT: STAYING
INFORMED AS A FIRST SIGN OF ACTION
How often do you engage in the following activities related to news and information?
THE DISENGAGED
Consume news less than weekly
AMPLIFIERS
Consume news about weekly or
more AND share or post content
several times a month or more
CONSUMERS
Consume news about weekly or more
+23pts
More engaged
with the news
2018
+10
pts
+13
pts
Y-to-Y Change- +0
2019
My Employer:
A Trusted Partner
for Change
27
28
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self
employed (Q206/1 OR 2 AND NOT Q421/8). General population, France.
Percent trust
MY EMPLOYER MOST-TRUSTED RELATIONSHIP
TrustNeutralDistrust
MY EMPLOYER 66%
NGO’s
BUSINESS
GOVERNMENT
MEDIA
Percent trust in “my employer”
EMPLOYERS TRUSTED
EVEN BY THE DISENFRANCHISED
30
2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but
not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, France, by gender, and “system failing” scale.
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
63
78
61
76
58
68
64
Mass
population
Informed
public
System is
failing me
Not sure System is
working for
me
Women Men
TrustNeutralDistrust
75
56
59
63 64 66 68 69 69
72 73 73 73 74 74 76 77 77
80 80 82 82 83 83 84 86
89
Global26
S.Korea
Japan
Russia
Spain
France
Argentina
Ireland
Turkey
Italy
Germany
S.Africa
U.K.
HongKong
Singapore
Malaysia
Australia
Brazil
Canada
U.S.
Mexico
TheNetherlands
Colombia
UAE
India
China
Indonesia
Percent trust in “my employer”
STRONG RELATIONSHIP WITH
MY EMPLOYER AROUND THE WORLD
31
2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but
not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, 26-market average.
l llllllllllllllllllllllllll+2 0 +3 -2 -2 +6 +7 +2 +6 -1 0 +2 +1 +6 0 +3 +3 +5 +4 +1 +2 0 -1 +7 -3 +3 0
TrustNeutralDistrust
Y-to-Y Change- +0
32
2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically,
how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried
about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).
General population employees and multinational employees, France.
Percent of employees who worry about job loss due to each issue
FEARS OF JOB LOSS REMAIN HIGH
All employees
Not having the training
and skills necessary to
get a good paying job
Automation and/or
other innovations taking
your job away
International conflicts
about trade policies
and tariffs hurting the
company you work for
58% 56% 53%
Multinational
employees 59% 62% 61%
EMPLOYERS TRUSTED TO PROVIDE CERTAINTY
Percent who agree
2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, France. BUS_SRC. Below is a list of
topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General
population, France, among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).
“The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11.
33
I look to my employer to
be a trustworthy source of
information about social
issues and other important
topics on which there is
not general agreement
52%
Employees see business
as trustworthy source on:
60%
The Global Economy
48%
Technology
All employees
Multinational
employees 59%
34
2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree.
Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change?
Question asked of half of the sample. General population, France.
STRONG EXPECTATIONS CLEARLY EXPRESSED
Percent who say that
CEOs should take the lead
on change rather than waiting
for government to impose it
80% 21pts
33
55
58
58
61
64
71
Fake News
Personal data
Sexual harassment
Prejudice and discrimination
The environment
Training for the jobs of tomorrow
Equal pay
Percent who agree CEOs can create positive change in:
35
2019 Edelman Trust Barometer. EMP_COM. Good communication within an organization is important. In looking through the list of topics below, please indicate which ones the organization
you work for does a good job communicating about to its employees? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General
population employees, 27-market average. Reported coefficients are marginal effects calculated using a discrete choice logit model which allows us to calculate the trust effect of good
communication about each topic, while holding other variables constant.
TRUSTED EMPLOYERS LEAD ON CHANGE
Top five communications topics that are most effective in increasing employer trust,
as determined by discrete choice logit analysis
Relative importance in building employer trust
(A coefficient of 2 or higher is significant)
Societal Impact
The organization’s contributions for the betterment of society
3.78
Values
The organization’s values
3.24
The Future
The organization’s vision for the future
3.12
Purpose
The organization’s mission and purpose
2.85
Operations
Operational decisions, including decisions that may affect my job
2.62
44
22
46
31
43
25
Percent of employees who expect
each from a prospective employer
TRUST COMES WITH
HIGH EXPECTATIONS
TOWARD “MY
EMPLOYER”
2019 Edelman Trust Barometer. EMP_IMP. When considering an
organization as a potential place of employment, how important is each
of the following to you in deciding whether or not you would accept a job
offer there? Question asked of those who are an employee, but do not
run their own business (Q43/1 AND NOT Q28/7). General population
employees, France. Buckets are the sum of the average of codes 1 & 2
for the items that make up each dimension. For details on the full list of
items that went into each of the three dimensions, please refer to the
Technical Appendix.
Strong expectation
You would have to pay
me a lot more to work
for an organization that
does not offer this
Deal breaker
I would never work
for an organization
that does not offer this
Job Opportunity
My employer offers wage growth,
training, career growth and work
which I find interesting & fulfilling
Personal
Empowerment
I know what is going on, I am part
of the planning process, and I have
a voice in key decisions; the culture
is values-driven and inclusive
Shared Action
My employer has a
greater purpose, and my
work has a meaningful
societal impact
66%
68%
77%
Percent of employees who engage in these
types of behaviors on behalf of their employer
TRUST CEMENTS THE
EMPLOYER-EMPLOYEE PARTNERSHIP
38
2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, France, cut by those who trust their employer (codes 6-9) and those
who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business
(Q43/1 AND NOT Q28/7). General population employees, France. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of
(EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension.
Trust advantage
Loyalty +33
Advocacy +32
Commitment +28
Engagement +28
53
81
35
68
42
74
38
66
Trust their employer
Do not trust their employer
40
TRUST AT WORK:
THE NEW EMPLOYER-EMPLOYEE CONTRACT
1.Lead
Change
2.Empower
Employees
3.Start
Locally
4.CEO
Leadership
- Be aspirational
- Address concerns
about the personal
impact of change
- Train the workforce
of the future
- Give them a voice
- Create
opportunities for
shared action
- Empower them
with information
- Solve problems
at home
- Improve societal
conditions in the
local communities
in which you operate
- Live your values
- Engage directly
- Be visible and show
a personal
commitment, inside
and outside the
organization
41Footer

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Trust Barometer France 2019

  • 2. Methodology 19th ANNUAL EDELMAN TRUST BAROMETER Online Survey in 27 Markets 33,000+ respondents total All fieldwork was conducted between October 19 and November 16, 2018 27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 0.8 (N=15,525). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N=min 200, varies by market, China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 739, varies by market). Employee MOE: 27-market = +/- 0.8% (N=16,944) Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market) 2 General Online Population 1,150 respondents per market Ages 18+ All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 84% of total global population Informed Public 500 respondents in U.S. and China; 200 in all other markets Represents 16% of total global population Must meet 4 criteria - Ages 25-64 - College-educated - In top 25% of household income per age group in each market - Report significant media consumption and engagement in public policy and business news 2019 Focus on Employer-Employee Relationship 55% of global general population are full- or part-time employees (but not self-employed) Oversample of employees of multinational companies: 500 respondents per market
  • 3. Methodology 2019 French Supplement – Post “Gilets Jaunes” survey 3 General Online French Population 1011 respondents Ages 18+ National representative of the French Population All slides show general online population data unless otherwise noted Informed Public 250 informed Public including a boost of 150 Represents 15% of total global population Must meet 4 criteria - Ages 25-64 - College-educated - In top 25% of household income per age group in each market - Report significant media consumption and engagement in public policy and business news Fieldwork was conducted between the 15th and 21st of January 2019 2019 GJ This symbol denotes French data from the French supplementary survey
  • 4. A Fragile Trust, in a Context of Strong Disappointment 5
  • 5. 52 43 33 33 56 50 32 36 Percent trust A MODEST RISE IN TRUST FROM WHICH THE GOVERNMENT DOESN’T BENEFIT 6 2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population, France. Business MediaNGOs Government 67 63 49 44 70 66 49 51 General population Informed public +3 +3 0 +7 +4 +7 -1 +3 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 Government and media still distrusted Y-to-Y Change- +0 TrustNeutralDistrust
  • 6. WIDESPREAD LACK OF BELIEF IN THE SYSTEM 7 2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. Informed public and mass population, France. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. Sense of injustice 79 78 Lack of confidence 70 76 Mass population 8 28 64 13 38 49 Percent who agree the system is… Informed public How true is this for you? Working for me Not sure Failing me Working for me Not sure Failing me 46 39
  • 7. Strong Destabilization in a Vulnerable Context Footer 8
  • 8. 56 TRUST INDEX A SIGNIFICANT DECREASE OF TRUST IS OBSERVED 9 Trust index General population Informed public 2018 2019 2019 GJ 40 TRUST INDEX 44 TRUST INDEX 38 TRUST INDEX 59 TRUST INDEX 54 TRUST INDEX - 5 - 6 2019 GJ
  • 9. TRUST IN GOVERNMENT FURTHER ERODED 11 2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population Percent trust 49% 49% 46% General population Informed public 2018 2019 Y-to-Y Change- +0 TrustNeutralDistrust 2019 GJ = - 3 2018 2019 2019 GJ 33% 32% 29% - 1 - 3 Government 2019 GJ
  • 10. 33% 36% 31% 44% 51% 45% MEDIA SANCTIONED, LOOSING THE POSITIVE TREND ACHIEVED SINCE 2018 12 2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population Percent trust General population Informed public 2018 2019 2019 GJ + 7 - 6 2018 2019 2019 GJ + 3 - 5 Media Y-to-Y Change- +0 TrustNeutralDistrust 2019 GJ
  • 11. 13 Percent trust in media and media sources ALL MEDIA SOURCES IMPACTED BY THE DECREASE Trust in media in 2019 36% Trust in media after the “Gilets jaunes” Movement 31% 51% 46% 50% 48% 46% 46% 61% 60% 49% 28% 26% 24% 29% 41% 39% 52% 44% 36% 25% 24% 23% 29% 29% 26% 25% 26% 24% 30% 32% 33% 36% 37% 36% 31% 35% 29% 46% 47% 50% 49% 55% 59% 54% 54% 49% 2012 2013 2014 2015 2016 2017 2018 2019 2019 GJ Traditional media Search engines* Owned media Online-only media** Social media 2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box. General population, COM_MCL. 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.” 9-point scale; top 4 box, trust. General population. *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.” Effect of the “Gilets jaunes” - 5 2019 GJ
  • 12. 52% 56% 48% 67% 70% 67% EVEN NGOs, TRADITIONALLY SAFE-HAVEN, WERE AFFECTED BY THIS DECREASE 14 2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population Percent trust General population Informed public 2018 2019 2019 GJ + 3 - 3 2018 2019 2019 GJ + 4 - 8 Business 2019 GJ Y-to-Y Change- +0 TrustNeutralDistrust
  • 13. 43% 50% 45% 63% 66% 56% BUSINESS HAS SLIPPED TO THE DISTRUST ZONE AFTER A SIGNIFICANT RISE 15 2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population Percent trust General population Informed public 2018 2019 2019 GJ + 3 -10 2018 2019 2019 GJ + 7 - 5 Business Y-to-Y Change- +0 TrustNeutralDistrust 2019 GJ
  • 14. 16 Percent trust PROXIMITY SEEMS TO BE A TRUST LEVER General population Informed public TrustNeutralDistrust 81% 79% 76% 70% 66% 61% 58% 53% 48% 46% 72% 68% 64% 56% 49% 49% 49% 43% 36% 30% Employee-owned businesses that are fully or mostly owned by their workers Family-owned businesses or companies Small- and medium-sized businesses or companies Companies headquartered in France Sharing economy businesses that allow people to buy, sell or rent to and from their peers Publicly-traded businesses or companies Privately-held businesses or companies Big businesses or companies Foreign companies Listed companies 2019 French complement. TRU_COMP. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 2019 GJ
  • 15. IN THE END, THE FOUR MAIN INSTITUTIONS HAVE BEEN IMPACTED 52 43 33 33 56 50 32 36 48 45 29 31 18 2019 French Trust Supplement. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population Percent trust Business MediaNGOs Government 67 63 49 44 70 66 49 51 67 56 46 45 General population Informed public 2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ - 3 -10 -3 -6 - 8 - 5 - 3 - 5 2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ 2018 2019 2019 GJ 2019 GJ Y-to-Y Change- +0 TrustNeutralDistrust
  • 16. 55 58 60 51 50 50 55 53 46 45 19 2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender. Percent trust A STRUCTURAL PESSIMISM WITHIN FEMALE POPULATION Trust Index Germany 12 U.S. 11 UAE 10 Women Men NGOs Business Government Media U.S. 14 Germany 11 Japan 11 U.S. 15 Germany 14 UAE 14 Germany 10 Japan 10 S. Africa 10 UAE 16 Germany 11 Japan 11 TrustNeutralDistrust Trust gap 5 3 7 5 5 Largest gaps in: Largest trust gap
  • 17. 47 60 55 35 39 40 52 45 29 33 20 2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, France, by gender. Percent trust FRANCE ABOVE THE AVERAGE GENDER GAP Trust Index Germany 12 U.S. 11 UAE 10 Women Men NGOs Business Government Media U.S. 14 Germany 11 Japan 11 U.S. 15 Germany 14 UAE 14 Germany 10 Japan 10 S. Africa 10 UAE 16 Germany 11 Japan 11 TrustNeutralDistrust Trust gap 7 8 10 6 6 Largest gaps in: Largest trust gap
  • 18. 52 45 29 33 43 39 21 26 60 55 35 39 53 51 38 36 21 2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender. Percent trust A GAP THAT HAS WIDENED WITH THE “GILETS JAUNES” MOVEMENT Trust Index Women Men NGOs Business Government Media Trust gap 7 10 10 Largest trust gap 45 TRUST INDEX 8 12 6 17 6 10 2019 2019 GJ 2019 2019 GJ 2019 2019 GJ 2019 2019 GJ 47 TRUST INDEX 32 TRUST INDEX 40 TRUST INDEX 2019 2019 GJ 13 2019 GJ
  • 19. A Desire for Change & Action 22
  • 20. 49 16 21 26 28 31 32 34 34 38 39 39 44 45 48 50 53 54 59 69 70 71 71 73 73 79 82 84 63 38 37 38 43 47 54 53 50 48 38 44 56 65 62 56 54 69 69 72 83 86 79 74 81 88 89 86 Global27 Japan France Germany U.K. TheNetherlands Australia Canada Italy HongKong Russia S.Korea Spain Ireland U.S. Singapore Turkey S.Africa Argentina Malaysia UAE China SaudiArabia Brazil Mexico India Indonesia Colombia Percent who believe they and their families will be better off in five years’ time FRANCE AMONG THE MOST PESSIMISTIC COUNTRIES IN THE WORLD 23 2019 Edelman Trust Barometer. CNG_FUT. 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? 5-point scale; top 2 box, better off. Informed public and mass population, 27-market average. 14 markets in which majority of mass population do not believe that they will be better off in five years Mass population Informed public
  • 21. 17 27 23 36 61 37 26 2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. Question asked of half of the sample. General population, France. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. A MASSIVE RISE IN NEWS ENGAGEMENT: STAYING INFORMED AS A FIRST SIGN OF ACTION How often do you engage in the following activities related to news and information? THE DISENGAGED Consume news less than weekly AMPLIFIERS Consume news about weekly or more AND share or post content several times a month or more CONSUMERS Consume news about weekly or more +23pts More engaged with the news 2018 +10 pts +13 pts Y-to-Y Change- +0 2019
  • 22. My Employer: A Trusted Partner for Change 27
  • 23. 28 2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, France. Percent trust MY EMPLOYER MOST-TRUSTED RELATIONSHIP TrustNeutralDistrust MY EMPLOYER 66% NGO’s BUSINESS GOVERNMENT MEDIA
  • 24. Percent trust in “my employer” EMPLOYERS TRUSTED EVEN BY THE DISENFRANCHISED 30 2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, France, by gender, and “system failing” scale. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. 63 78 61 76 58 68 64 Mass population Informed public System is failing me Not sure System is working for me Women Men TrustNeutralDistrust
  • 25. 75 56 59 63 64 66 68 69 69 72 73 73 73 74 74 76 77 77 80 80 82 82 83 83 84 86 89 Global26 S.Korea Japan Russia Spain France Argentina Ireland Turkey Italy Germany S.Africa U.K. HongKong Singapore Malaysia Australia Brazil Canada U.S. Mexico TheNetherlands Colombia UAE India China Indonesia Percent trust in “my employer” STRONG RELATIONSHIP WITH MY EMPLOYER AROUND THE WORLD 31 2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, 26-market average. l llllllllllllllllllllllllll+2 0 +3 -2 -2 +6 +7 +2 +6 -1 0 +2 +1 +6 0 +3 +3 +5 +4 +1 +2 0 -1 +7 -3 +3 0 TrustNeutralDistrust Y-to-Y Change- +0
  • 26. 32 2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, France. Percent of employees who worry about job loss due to each issue FEARS OF JOB LOSS REMAIN HIGH All employees Not having the training and skills necessary to get a good paying job Automation and/or other innovations taking your job away International conflicts about trade policies and tariffs hurting the company you work for 58% 56% 53% Multinational employees 59% 62% 61%
  • 27. EMPLOYERS TRUSTED TO PROVIDE CERTAINTY Percent who agree 2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, France. BUS_SRC. Below is a list of topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population, France, among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). “The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11. 33 I look to my employer to be a trustworthy source of information about social issues and other important topics on which there is not general agreement 52% Employees see business as trustworthy source on: 60% The Global Economy 48% Technology All employees Multinational employees 59%
  • 28. 34 2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, France. STRONG EXPECTATIONS CLEARLY EXPRESSED Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 80% 21pts 33 55 58 58 61 64 71 Fake News Personal data Sexual harassment Prejudice and discrimination The environment Training for the jobs of tomorrow Equal pay Percent who agree CEOs can create positive change in:
  • 29. 35 2019 Edelman Trust Barometer. EMP_COM. Good communication within an organization is important. In looking through the list of topics below, please indicate which ones the organization you work for does a good job communicating about to its employees? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average. Reported coefficients are marginal effects calculated using a discrete choice logit model which allows us to calculate the trust effect of good communication about each topic, while holding other variables constant. TRUSTED EMPLOYERS LEAD ON CHANGE Top five communications topics that are most effective in increasing employer trust, as determined by discrete choice logit analysis Relative importance in building employer trust (A coefficient of 2 or higher is significant) Societal Impact The organization’s contributions for the betterment of society 3.78 Values The organization’s values 3.24 The Future The organization’s vision for the future 3.12 Purpose The organization’s mission and purpose 2.85 Operations Operational decisions, including decisions that may affect my job 2.62
  • 30. 44 22 46 31 43 25 Percent of employees who expect each from a prospective employer TRUST COMES WITH HIGH EXPECTATIONS TOWARD “MY EMPLOYER” 2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, France. Buckets are the sum of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please refer to the Technical Appendix. Strong expectation You would have to pay me a lot more to work for an organization that does not offer this Deal breaker I would never work for an organization that does not offer this Job Opportunity My employer offers wage growth, training, career growth and work which I find interesting & fulfilling Personal Empowerment I know what is going on, I am part of the planning process, and I have a voice in key decisions; the culture is values-driven and inclusive Shared Action My employer has a greater purpose, and my work has a meaningful societal impact 66% 68% 77%
  • 31. Percent of employees who engage in these types of behaviors on behalf of their employer TRUST CEMENTS THE EMPLOYER-EMPLOYEE PARTNERSHIP 38 2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, France, cut by those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, France. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension. Trust advantage Loyalty +33 Advocacy +32 Commitment +28 Engagement +28 53 81 35 68 42 74 38 66 Trust their employer Do not trust their employer
  • 32. 40 TRUST AT WORK: THE NEW EMPLOYER-EMPLOYEE CONTRACT 1.Lead Change 2.Empower Employees 3.Start Locally 4.CEO Leadership - Be aspirational - Address concerns about the personal impact of change - Train the workforce of the future - Give them a voice - Create opportunities for shared action - Empower them with information - Solve problems at home - Improve societal conditions in the local communities in which you operate - Live your values - Engage directly - Be visible and show a personal commitment, inside and outside the organization