2012 Edelman Trust Barometer Asia Pacific

2012
EDELMAN TRUST BAROMETER
APAC RESULTS

1 © Edelman, 2012. All rights reserved.

2012 Edelman Trust Barometer – Asia Pacific Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64

Twelfth annual study
Indicates Global Data
Online survey in 25 countries
Indicates Asia Pacific
30,000+ respondents APAC
Region Data

1,000 general population respondents per country
Ages 18+
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
 (Trending data among Ages 35-64)
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

Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong** and Malaysia**

* This year Informed Publics were surveyed via online methodology instead of telephone
** New country included in this year’s study


Edelman Trust Barometer in retrospect

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


Nearly twice as many countries are now skeptics, including South Korea & Japan;
Though four Asia Pacific markets considered “Trusters” in 2012

2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 TRUSTERS
India 65
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Argentina 62 Canada 58
India 56 Italy 56
Italy 56 Argentina 54 NEUTRAL
Canada 55 Australia 53
South Korea 53 < Brazil 51
Sweden 52 Sweden 49
Japan 51 > U.S. 49
Australia 51 South Korea 44
Spain 51 > Poland 44
France 50 U.K. 41
Poland 49 Ireland 41 DISTRUSTERS
Germany 44 France 40
U.S. 42 Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 23 countries


The Fragility of Trust: Focus on Japan
2011 2012
Informed Public Informed Public

TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

TRUST IN INDUSTRIES

Business Media NGOs Government
75%
- 12 - 21 - 26
Energy
29% -46

53% 47% 48% 36% 51% 30% 51% 25%
54%
Media
33% -21

55%
Financial services
38% -17

71%
Banks
51% -20
CREDIBLE SPOKESPEOPLE

-38
-23 70% -43 -55
-43
65% 67%
63%
59% -26 TRUST IN INFORMATION SOURCES
-30
48%
42% -17 -16 -26 -13 -13
39% 40%
32%
24%
22%
18% 16%
14%
8% Newspaper TV Radio Magazines

Technical Academic CEO A Person NGO Regular Financial/ Government
Expert or Expert Like Represent. Employee Industry Official
Yourself Analyst
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch 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); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan


The Fragility of Trust: Focus on South Korea
2011 2012
Informed Public Informed Public

TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

TRUST IN INDUSTRIES

Business Media NGOs Government
56%
Consumer packaged goods
- 15 - 17 35% -21

46% 31% 53% 45% 62% 67% 50% 33%

71%
Telecommunications
39% -32

64%
Financial services
39% -25

64%
Banks
40% -24
CREDIBLE SPOKESPEOPLE
-34 -34
-18 -31
81% -29 -28
76% -25
71% TRUST IN INFORMATION SOURCES
68%
63% 63%
59%
54%
59% -11 -9
47% 50%
43% 43%
Newspaper Corporate
Communications
29% 28%

16%
-8 -8
Social Corporate
Networking sites Advertising
Technical A Person Academic NGO Financial/ Regular Government
Expert Like CEO
or Expert Represent. Industry Employee Official
Yourself Analyst
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch 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); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in South Korea


Globally, trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS

2011
Informed Public 56%
2012 52% 53%
Informed Public
2012
47%
General Public 43%
38%

Government Business

61%
58%
49% 52%
50%
46%

Media NGOs

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total


In Asia Pacific, government the only institution to suffer decreased trust
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

2011
Informed Public 64% 62%
2012 61%
Informed Public
2012 54%
General Public
51%
44%

Government Business

63% 62% 64%
61%
53% 52%

Media
NGOs

APAC
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong
Kong and Malaysia)


Globally, NGOs and business fall to 2009 trust level – government record decline
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
NGOs

Media

Business

Government

80%

70%

59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT

30%

20%
2007 2008 2009 2010 2011 2012
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)


Asia Pacific trust in government declines significantly since 2011
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

2011 2012

- 10

64% 63% 64%
62% 61% 62% 61%
54%

NGOs Business Media Government

APAC

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in the Asia Pacific region (excludes Hong Kong and Malaysia)


Several mature economies see double-digit drops in business trust;
Trust in business increases in China and decreases in South Korea
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public

Trust Trust Steady Trust

80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%

N/A N/A

Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Asia Pacific more trusting of nearly all industries than their global peers;
Banks are third most trusted in APAC, but second from bottom globally
TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION

2011 2012 2012
APAC
Technology 80% Technology 79% #1 85%*

Telecommunications 67% Automotive 66% #2 76%*
2009: Automotive Food and beverage
67% 64% 67%*
58%
Food and beverage 64% Consumer packaged goods 62% 66%*

Pharmaceuticals 61% Telecommunications 60% 69%*

Energy 60% Brewing and spirits 59% 57%

Consumer packaged goods 57% Pharmaceuticals 56% 67%*

Brewing and spirits 57% Energy 53% 65%*

Media 52% Media 51% 62%*
Banks 50% Banks 47% #3 70%*
Financial services Financial services
48% 45% 63%*
*Significant difference at
the 95% confidence level
2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global

Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total


Top four most trusted industries consistent from 2011 to 2012, while
brewing and spirits remain least trusted
TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

2011 2012
Technology 87% Technology 85%

Telecommunications 78% Automotive 77%

Automotive 77% Telecommunications 68%

Banks 75% Banks 68%

Pharmaceuticals 72% Pharmaceuticals 66%

Energy 68% Food and beverage 66%

Food and beverage 66% Consumer packaged goods 66%

Financial services 66% Energy 65%

Media 64% Media 63%

Consumer packaged goods 59% Financial services 62%

Brewing and spirits 54% Brewing and spirits 59%

APAC
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 Asia Pacific (excludes Hong Kong
and Malaysia)


Technology the most trusted industry across key Asia Pacific markets, while
trust in banks and financial services varies
2012 TRUST IN INDUSTRIES
CHINA INDIA
Media 82% Banks 90%
Automotive 81% Automotive 88%
Banks 78% Telecommunications 80%
Telecommunications 78% Energy 78%
Consumer packaged goods 76% Consumer packaged goods 76%
Energy 76% Pharmaceuticals 75%
Financial services 76% Food and beverage 73%
Brewing and spirits 70% Media 70%
Pharmaceuticals 65% Financial services 68%
Food and beverage 59% Brewing and spirits 58%

JAPAN SOUTH KOREA
Automotive 74% Automotive 66%
Food and beverage 62% Energy 59%
Pharmaceuticals 61% Food and beverage 45%
Brewing and spirits 60% Brewing and spirits 44%
Telecommunications 58% Pharmaceuticals 44%
Consumer packaged goods 56% Media 42%
Banks 51% Banks 40%
Financial services 38% Financial services 39%
Telecommunications 39%
Media 33%
Consumer packaged goods 35%
Energy 29%

Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 China, India, Japan and South Korea


Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West
TRUST IN BANKS
US
UK/France/Germany
China
India
S. Korea
Japan

100%
88%
90% 84% 85% 90%
83%
77% 87% 82%
80%
72% 83%
81%
75%
70% 69% 76%
68%
68%
67%
60% 64% 55%
52%
58% 59% 51%
50% 49%
51%
38%
40% 36%
41% 29% 29%
39%
30% 35%

20% 27%
24%
22% 21%
10%

0%
2007 2008 2009 2010 2011 2012

Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 35-64 in the U.S.,
UK/France/Germany, China, India, Japan and South Korea


Trust in technology remains high in all markets
TRUST IN TECHNOLOGY
U.S.
UK/France/Germany
China
India
S. Korea
Japan

100% 95%
91% 93%
89% 93%
90% 90% 93%
87% 86% 93%
88% 83%
80% 83% 81%
80% 78% 80% 79%
78% 78% 78%
78%
76% 76% 77% 73%
70% 75% 73% 76% 74%
67%
60% 66% 67% 66%

50%

40%

30%

20%

10%

0%
2007 2008 2009 2010 2011 2012

Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 35-64 in the U.S.,
UK/France/Germany, China, India, Japan and South Korea


Majority of countries now distrust government; trust declines
significantly in China, South Korea, Indonesia and Japan
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public

88% 88%
85%

77% 78%
75% 75%
73%

64%
62% 61% 62% 62%

56%
53% 52% 54%
52% 52% 51%
50% 49% 49%
50%
44% 47% 45%
43% 43% 43% 42% 42% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%

N/A N/A

Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Media only institution to see trust rise, driven in part by increases in
India and Australia
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public


86%

80% 79% 80%

72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%

N/A N/A

Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
ASIA PACIFIC REGION

Ten or more times Once (1), 2%
(10+), 14% Twice (2), 12%

Six to Nine times (6-
9), 7%

Three times (3), 36%

Four or Five times (4-
5), 28%
Three to Five times
64%

APAC
Q148. [TRACKING] 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 enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Asia Pacific Region


Diversification of Media
TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
2011
Informed Public
2012
Informed Public

33% 32% + 27%
28%
22%
+ 89 17%
%
18% 18%

9%

TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES

APAC

Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)


Japanese trust drops across all information sources, while trust in
social media increases in China and India 2011
Informed Public
TRUST IN INFORMATION SOURCES (TRUST A GREAT DEAL) 2012
Informed Public
CHINA INDIA

- 12
45% + 19 + 19 43% 46% 43% 45% + 10
+ 13 37%
33% 29% 31%
29%
21% 18% 19%
10%
2% 5%

Traditional Online Multiple Sources Social Media Corporate
Corporate

JAPAN SOUTH KOREA

- 17
-8 -8 - 15 -9
33%
22% 22% 19% 19% 16%
19% 14% 11% 17%
16%
11% 10% 8%
7%
2%


Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too
much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in China, India, Japan, and South Korea


NGOs still most trusted institution, despite some drops; China was the only
country where trust increased
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public


85%

79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58% 59%
55% 56% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%

42%
41%

30%
28%

N/A N/A

Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Trust in NGOs surges over time in China and India
U.S.
UK/France/Germany
China
India

80%
79%

70%
68%

60%

54%
52%
50%
48% 48%

40%

36% 31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Q11-14. [Non-governmental organizations TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics
ages 35-64 in U.S., UK/France/Germany, India and China


Trust in NGOs surges over time in China, India and South Korea;
Steep trust decrease in Japan since 2011
U.S.
UK/France/Germany
China
India
South Korea
Japan

80% 79%

72%
70%
68%

60%

54%
50% 52%
48% 48%

42%
40%
39%
36%
30%
31% 28%

20%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

ages 35-64 in the U.S., UK/France/Germany, China, India, South Korea, and Japan.


Trust in NGOs surges over time in South Korea, but drops significantly in
Japan from 2011 to 2012
South Korea
Japan

0.8

72%
0.7

0.6

0.5

42%

0.4
39%

0.3
28%

0.2
2005 2006 2007 2008 2009 2010 2011 2012

ages 35-64 in South Korea and Japan


Business and government trust tends to move in sync since 2007 in India,
Japan and South Korea; In China, trust nearly converges this year
TRUST IN BUSINESS AND GOVERNMENT
Business

Government
Japan India
100%
100%

80%
80% 74% 70%
63% 65%
61% 57% 67%
60% 53% 54% 69%
66% 67%
47% 60%
43%
41% 52% 53% 52%
40% 40% 49%
45% 45% 43% 45%
28% 41% 43% 43%
31%
20% 20%

0% 0%
2005 2006 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012

100%
South Korea China
100%
80% 83% 78% 79%
80%
80% 77% 72% 75%
67%
63%
60% 48% 71%
46% 60% 66% 66%
46% 43% 67%
45% 43%
40% 47% 56% 54%
43% 34% 40% 50%
40%
38% 31% 35% 38%
20% 29% 26% 20%

0% 0%
2006 2007 2008 2009 2010 2011 2012 2004 2005 2006 2007 2008 2009 2010 2011 2012

Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Japan, India, South Korea and China


Asia Pacific more likely than global peers to view CEOs and government
officials as credible spokespeople
CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION

2011 2012 2012
APAC
Academic or expert 70% Academic or expert 68% #2 63%*

Technical expert in the
company 64% Technical expert in the company 66% #1 65%

Financial or industry analyst 53% A person like yourself 65% #3 60%*

CEO 50% Regular employee 50% 41%*

NGO representative 47% NGO representative 50% 49%

A person like yourself 43% Financial or industry analyst 46% 46%

Government official or
regulator
43% CEO 38% 46%*

Regular employee 34% Government official or regulator 29% 33%*

*Significant difference at
the 95% confidence level
vs. 2012 global

Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the
information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region


Credibility of “person like me” surges over the past year in Asia Pacific;
Government official falls to the bottom in 2012
CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA)

2011 2012
Academic or expert 68% Technical expert in the company 64%

Technical expert in the company 61% Academic or expert 61% -7

CEO 58% A person like yourself 60% + 23

Financial or industry analyst 51% NGO representative 47% + 4

Government official or regulator 47% CEO 46% - 12

NGO representative 43% Financial or industry analyst 44% - 7

A person like yourself 37% Regular employee 41% + 8

Regular employee 33% Government official or regulator 31% - 16

APAC
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the
information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region
(excludes Hong Kong and Malaysia)


2012 Edelman Trust Barometer Asia Pacific

2012 Edelman Trust Barometer Asia Pacific

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