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2012
                                            EDELMAN TRUST BAROMETER
                                            MALAYSIA RESULTS




1   © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – Malaysia Findings
    METHODOLOGY OVERVIEW
                                                                                                  GENERAL    INFORMED    INFORMED
                                                                                                   PUBLIC      PUBLIC      PUBLIC
                                                                                                                25-64       35-64
        Twelfth annual study
        Online survey in 25 countries
                                                                                                            Indicates Global Data
        30,000+ respondents
                                                                                                  APAC      Indicates Asia Pacific
        1,000 general population respondents per country                                                    Region Data

        Ages 18+                                                                                            Indicates Malaysia Data

        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**

         Malaysia sample:
         1,000 general population respondents
         & an oversample of 200 Informed Publics
         * This year Informed Publics were surveyed via online methodology instead of telephone
         ** New country included in this year’s study


2   © Edelman, 2012. All rights reserved.
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


3   © Edelman, 2012. All rights reserved.
4   © Edelman, 2012. All rights reserved.
Nearly twice as many countries are now skeptics;
Malaysia is in the neutral zone

                                                 2011                                                                                  2012
                                       GLOBAL                          55                                                  GLOBAL                           51
                                       Brazil                          80           >                                      China                            76
                                       UAE                             78                                                  UAE                              68
                                       Indonesia                       74                                                  Singapore                        67
                                       China                           73                                                  India                            65                           TRUSTERS
                                       Netherlands                     73                                                  Indonesia                        63
                                       Mexico                          69                                                  Mexico                           63
                                                                                                                           Netherlands                      61
                                       Singapore                       67
                                       Argentina                       62                                                  Hong Kong                        61
                                                                                                                           Canada                           58
                                       India                           56
                                                                                                                           Malaysia                         57
                                       Italy                           56
                                                                                                                           Italy                            56                           NEUTRAL
                                       Canada                          55                                                  Argentina                        54
                                       South Korea                     53                                                  Australia                        53
                                       Sweden                          52                                             <    Brazil                           51
                                       Japan                           51           >                                      Sweden                           49
                                       Australia                       51                                                  U.S.                             49
                                       Spain                           51           >                                      South Korea                      44
                                       France                          50                                                  Poland                           44
                                       Poland                          49                                                  U.K.                             41                           DISTRUSTERS
                                                                                                                           Ireland                          41
                                       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 25 countries in 2012


5   © Edelman, 2012. All rights reserved.
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

6   © Edelman, 2012. All rights reserved.
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



7   © Edelman, 2012. All rights reserved.
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)

8   © Edelman, 2012. All rights reserved.
Malaysian Informed Publics are more trusting of NGOs than
    the General Public, while trust in other institutions is on par
    TRUST IN INSTITUTIONS – MALAYSIA
         2012
                                                                                                                                    65%
         Informed Public
                                                                                                                                                             58%
         2012
         General Public                                                                             52%
                                                                           49%




                                            Government                                                                                                                 Business



                                                                                                                                    68%

                                                                                                                                                             58%

                                                                             47%                      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) General Population AND Informed Publics ages 25-64 in Malaysia


9   © Edelman, 2012. All rights reserved.
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)



10    © Edelman, 2012. All rights reserved.
Roughly two-thirds in Malaysia trust NGOs and business, while government
     and media are trusted by slightly less than half
     TRUST IN INSTITUTIONS – MALAYSIA




                                                    68%
                                                                                           65%



                                                                                                                                   49%
                                                                                                                                                                          47%




                                                  NGOs                                 Business                            Government                                   Media




     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 Malaysia


11    © Edelman, 2012. All rights reserved.
Several mature economies see double-digit drops in business trust;
      Malaysian trust in business strong at 65%
      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



 12    © Edelman, 2012. All rights reserved.
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


13    © Edelman, 2012. All rights reserved.
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)


14     © Edelman, 2012. All rights reserved.
Technology and telecommunications top the most trusted industries in
     Malaysia; Brewing & spirits the only industry trusted by less than half
     TRUST IN INDUSTRIES – MALAYSIA




                                                                                            2012
                                                                               Technology                                                       85%

                                                                    Telecommunications                                                       81%

                                                                                     Banks                                                 78%

                                                                       Financial services                                                  77%

                                                                               Automotive                                                 75%

                                                                     Food and beverage                                                    75%

                                                                         Pharmaceuticals                                                 74%

                                                           Consumer packaged goods                                                     70%

                                                                                    Energy                                           67%

                                                                                     Media                                   51%

                                                                      Brewing and spirits                          33%




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 Malaysia


15   © Edelman, 2012. All rights reserved.
Dramatic fall for banks in Japan and S. Korea; now at levels seen in West
     TRUST IN BANKS

            China

            India

            Japan

            South Korea


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

     20%

     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 China, India,
     Japan & South Korea



16    © Edelman, 2012. All rights reserved.
Trust in banks is high in Malaysia
     TRUST IN BANKS
            Australia

            Hong Kong

            Indonesia

            Malaysia

            Singapore


     100%
                                                                                       88%                                                 89%                                  88%
     90%                               84%

     80%                                                                                                                                                                           82%
                                                                                                                                                                                   77%
     70%
                                                                                       69%
     60%                                                                                                                                   67%                                  66%

     50%

     40%                                                                                                                                                                        45%

     30%
                                                                                       32%
                                       30%
     20%                                                                                                                                   26%

     10%

       0%
                                     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 Australia, Hong
     Kong, Indonesia, Malaysia & Singapore



17    © Edelman, 2012. All rights reserved.
Trust in technology remains high in Asia Pacific markets
     TRUST IN TECHNOLOGY

            China

            India

            Japan

            South Korea


     100%                                                                                                                                                           95%
                                                              91%                               93%                                                                            93%
                             87%                                                                                                  89%
     90%                                                                                  90%                                                                          93%     93%
                                                                                                                               88%                                  83%
                             78%                                78%                             86%                                    83%                                     78%
     80%                                                  77%
                        76%                                                                     78%                               80%                               79%
     70%                  76%                                 76%
                                                                                                                                                                               73%
     60%

     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 China,
     India, Japan & South Korea



18    © Edelman, 2012. All rights reserved.
Over eight out of ten trust technology in Malaysia
     TRUST IN TECHNOLOGY
            Australia

            Hong Kong

            Indonesia

            Malaysia

            Singapore

                                                                                                                                            97%
     100%                                                                               94%
                                       87%                                                                                                                                        87%
     90%                                                                                83%
                                                                                                                                            81%                                      86%
                                                                                                                                                                                     85%
     80%                                                                                                                                                                         84%
                                                                                        68%
     70%                                                                                                                                    64%
                                       60%
     60%

     50%

     40%

     30%

     20%

     10%

       0%
                                     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 Australia,
     Hong Kong, Indonesia, Malaysia & Singapore



19    © Edelman, 2012. All rights reserved.
Majority of countries now distrust government; Just under half of
      Malaysians trust government
      TRUST IN GOVERNMENT
           2011
           Informed Public
           2012
           Informed Public




                Trust                              Trust Steady                                                                                       Trust
                                                                                                       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



 20    © Edelman, 2012. All rights reserved.
Media only institution to see trust rise globally; In Malaysia, trusted
      by slightly less than half
      TRUST IN MEDIA
           2011
           Informed Public
           2012
           Informed Public



                                 Trust                                                                     Trust Steady                                                                        Trust

                                                                                                                                                          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



 21    © Edelman, 2012. All rights reserved.
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


 22   © Edelman, 2012. All rights reserved.
In Malaysia, skepticism requires repetition
      MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

      NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA




                                                             Ten or more times
                                                                                                                  Once (1), 4%
                                                                 (10+), 12%
                                                                                                                                             Twice (2), 13%
                                                  Six to Nine times (6-
                                                         9), 4%




                                                                                                                                                      Three times (3), 36%




                                              Four or Five times (4 -
                                                    5), 30%                                                                               Three to Five times
                                                                                                                                                    66%



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 Malaysia


 23   © Edelman, 2012. All rights reserved.
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)


24    © Edelman, 2012. All rights reserved.
Diversification of Media
     TRUST IN INFORMATION SOURCES – MALAYSIA
          2012
          Informed Public




                                 29%                                                                                                                                                29%
                                                                                 25%
                                                                                                                                  19%




                          TRADITIONAL                                   ONLINE MULTIPLE                                    SOCIAL MEDIA                                        CORPORATE
                                                                           SOURCES




     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 Malaysia



25   © Edelman, 2012. All rights reserved.
NGOs still most trusted institution, despite some drops; Nearly seven
      out of ten in Malaysia trust NGOs
      TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
           2011
           Informed Public
           2012
           Informed Public




              Trust                                                             Trust Steady                                                                                         Trust

                                                                                                                                        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



 26    © Edelman, 2012. All rights reserved.
NGOs surge in China and India
     TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)

                 China

                 India

                 Japan

                 South Korea




     80%                                                                                                                                                                           79%


                                                                                                                                                                                   72%
     70%
                                                                                                                                                                                   68%


     60%



     50%                                                                                52%

                                              42%

     40%
                                                                 39%

     30%
                    31%                                                                                                                                                            28%


     20%
                      2004                     2005               2006                  2007                   2008                  2009                  2010          2011   2012


     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 35-64 in China, India, Japan and South Korea


27    © Edelman, 2012. All rights reserved.
Roughly two-thirds in Malaysia trust NGOs to do what is right
     TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
                 Australia
                 Hong Kong
                 Indonesia
                 Malaysia
                 Singapore




      80%
                                                                                                                                                                                          76%


      70%
                                                                                                                                                                                         67%
                                                                                                                                                                                          66%
                                 60%                                                                                                                                                      61%
      60%
                                                                                                                                                                                          58%
                                                                                 52%
      50%
                                 51%


      40%



      30%



      20%
                                     2009                                             2010                                               2011                                          2012


     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 35-64 in
     Australia, Hong Kong, Indonesia, Malaysia and Singapore


28    © Edelman, 2012. All rights reserved.
29   © Edelman, 2012. All rights reserved.
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


30    © Edelman, 2012. All rights reserved.
Trust in business and government also tends to move in sync in Australia,
     while Indonesia and Singapore less likely to follow this trend
     TRUST IN BUSINESS AND GOVERNMENT
          Business

          Government
                                                       Australia                                                                                                                          Indonesia
     100%
                                                                                                                                   100%
                                                                                                                                                                                                            81%      81%
       80%
                                                                                                                                     80%                                           70%
                                                                                                                                                        68%

       60%                                                                                              53%                                                                         69%
                     53%                                                      50%                                                    60%
                                                     39%                                                   48%                                             52%                                              55%
       40%                                                                    49%
                                                                                                                                     40%
                         39%                         37%                                                                                                                                                             40%
       20%                                                                                                                           20%

         0%                                                                                                                            0%
                          2009                      2010                     2011                      2012                                             2009                       2010                    2011      2012


                                                                     100%
                                                                                                                           Singapore
                                                                                            83%
                                                                      80%                                                           74%
                                                                                                                                                                           70%

                                                                                                                                                                             67%
                                                                      60%                                                           66%
                                                                                               61%

                                                                      40%

                                                                      20%

                                                                        0%
                                                                                               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 Australia, Indonesia and Singapore


31    © Edelman, 2012. All rights reserved.
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



32    © Edelman, 2012. All rights reserved.
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)



33    © Edelman, 2012. All rights reserved.
Technical experts and academics are the most credible spokespeople in
     Malaysia; government officials and regular employees tie at the bottom
     CREDIBLE SPOKESPEOPLE – MALAYSIA



                                                                                              2012
                                                             Technical expert in the company                                                 72%


                                                                             Academic or expert                                              70%


                                                                           A person like yourself                                        62%


                                                                   Financial or industry analyst                                        61%


                                                                                               CEO                                 51%


                                                                             NGO representative                                    51%


                                                              Government official or regulator                            32%


                                                                              Regular employee                            32%




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 Malaysia


34   © Edelman, 2012. All rights reserved.
CEO credibility returns to low of 2009 in South Korea and drops even further
     in Japan
     CEO CREDIBILITY
                China
                India
                Japan
                South Korea



     100%

     90%                                                                                                                                                        83%

     80%
                                                                                                                                                                68%
     70%                                                   66%
                                                                                                  60%                          59%
                          60%                                                                                                                                                           63%
     60%                                                                                                                                                        56%
                                                                                                                            53%
     50%                                                     44%                               46%                                  51%
                                                                                                                               49%                                                      45%
     40%                  37%                                                                  44%                                                               46%
                        37%                                  41%
     30%                   34%
                                                            32%                                33%                                                                                      28%

     20%
                                                                                                                                                                                       22%
     10%

       0%
                            2007                            2008                             2009                             2010                             2011                  2012



     Q119-126. [A CEO of a company 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 35-64 in China, India, Japan and South Korea


35    © Edelman, 2012. All rights reserved.
Just under half in Malaysia view CEOs as credible
     CEO CREDIBILITY
                Australia
                Hong Kong
                Indonesia
                Malaysia
                Singapore



     100%

     90%

     80%

     70%                                                                       68%

     60%                                                                                                                                  53%

     50%                                                                                                                                                                              48%
                                                                                      53%                                                   51%                                          47%
                                                                                                                                                                                        46%
     40%                                                                                                                                44%
                                                                                                                                                                                      42%
                                     37%
     30%                                                                                34%                                                                                            32%

     20%
                                  17%
     10%

       0%
                                     2009                                            2010                                              2011                                          2012



     Q119-126. [A CEO of a company 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore


36    © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia
2012 Edelman Trust Barometer Malaysia

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2012 Edelman Trust Barometer Malaysia

  • 1. 2012 EDELMAN TRUST BAROMETER MALAYSIA RESULTS 1 © Edelman, 2012. All rights reserved.
  • 2. 2012 Edelman Trust Barometer – Malaysia Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries Indicates Global Data 30,000+ respondents APAC Indicates Asia Pacific 1,000 general population respondents per country Region Data Ages 18+ Indicates Malaysia Data 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** Malaysia sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study 2 © Edelman, 2012. All rights reserved.
  • 3. 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 3 © Edelman, 2012. All rights reserved.
  • 4. 4 © Edelman, 2012. All rights reserved.
  • 5. Nearly twice as many countries are now skeptics; Malaysia is in the neutral zone 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Argentina 62 Hong Kong 61 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 < Brazil 51 Japan 51 > Sweden 49 Australia 51 U.S. 49 Spain 51 > South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Ireland 41 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 25 countries in 2012 5 © Edelman, 2012. All rights reserved.
  • 6. 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 6 © Edelman, 2012. All rights reserved.
  • 7. 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 7 © Edelman, 2012. All rights reserved.
  • 8. 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) 8 © Edelman, 2012. All rights reserved.
  • 9. Malaysian Informed Publics are more trusting of NGOs than the General Public, while trust in other institutions is on par TRUST IN INSTITUTIONS – MALAYSIA 2012 65% Informed Public 58% 2012 General Public 52% 49% Government Business 68% 58% 47% 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) General Population AND Informed Publics ages 25-64 in Malaysia 9 © Edelman, 2012. All rights reserved.
  • 10. 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) 10 © Edelman, 2012. All rights reserved.
  • 11. Roughly two-thirds in Malaysia trust NGOs and business, while government and media are trusted by slightly less than half TRUST IN INSTITUTIONS – MALAYSIA 68% 65% 49% 47% NGOs Business Government Media 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 Malaysia 11 © Edelman, 2012. All rights reserved.
  • 12. Several mature economies see double-digit drops in business trust; Malaysian trust in business strong at 65% 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 12 © Edelman, 2012. All rights reserved.
  • 13. 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 13 © Edelman, 2012. All rights reserved.
  • 14. 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) 14 © Edelman, 2012. All rights reserved.
  • 15. Technology and telecommunications top the most trusted industries in Malaysia; Brewing & spirits the only industry trusted by less than half TRUST IN INDUSTRIES – MALAYSIA 2012 Technology 85% Telecommunications 81% Banks 78% Financial services 77% Automotive 75% Food and beverage 75% Pharmaceuticals 74% Consumer packaged goods 70% Energy 67% Media 51% Brewing and spirits 33% 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 Malaysia 15 © Edelman, 2012. All rights reserved.
  • 16. Dramatic fall for banks in Japan and S. Korea; now at levels seen in West TRUST IN BANKS China India Japan South Korea 100% 90% 90% 85% 88% 83% 84% 77% 87% 80% 83% 81% 82% 72% 75% 76% 70% 67% 64% 68% 60% 52% 58% 59% 50% 55% 51% 51% 49% 40% 38% 30% 20% 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 China, India, Japan & South Korea 16 © Edelman, 2012. All rights reserved.
  • 17. Trust in banks is high in Malaysia TRUST IN BANKS Australia Hong Kong Indonesia Malaysia Singapore 100% 88% 89% 88% 90% 84% 80% 82% 77% 70% 69% 60% 67% 66% 50% 40% 45% 30% 32% 30% 20% 26% 10% 0% 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 Australia, Hong Kong, Indonesia, Malaysia & Singapore 17 © Edelman, 2012. All rights reserved.
  • 18. Trust in technology remains high in Asia Pacific markets TRUST IN TECHNOLOGY China India Japan South Korea 100% 95% 91% 93% 93% 87% 89% 90% 90% 93% 93% 88% 83% 78% 78% 86% 83% 78% 80% 77% 76% 78% 80% 79% 70% 76% 76% 73% 60% 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 China, India, Japan & South Korea 18 © Edelman, 2012. All rights reserved.
  • 19. Over eight out of ten trust technology in Malaysia TRUST IN TECHNOLOGY Australia Hong Kong Indonesia Malaysia Singapore 97% 100% 94% 87% 87% 90% 83% 81% 86% 85% 80% 84% 68% 70% 64% 60% 60% 50% 40% 30% 20% 10% 0% 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 Australia, Hong Kong, Indonesia, Malaysia & Singapore 19 © Edelman, 2012. All rights reserved.
  • 20. Majority of countries now distrust government; Just under half of Malaysians trust government TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 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 20 © Edelman, 2012. All rights reserved.
  • 21. Media only institution to see trust rise globally; In Malaysia, trusted by slightly less than half TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 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 21 © Edelman, 2012. All rights reserved.
  • 22. 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 22 © Edelman, 2012. All rights reserved.
  • 23. In Malaysia, skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA Ten or more times Once (1), 4% (10+), 12% Twice (2), 13% Six to Nine times (6- 9), 4% Three times (3), 36% Four or Five times (4 - 5), 30% Three to Five times 66% 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 Malaysia 23 © Edelman, 2012. All rights reserved.
  • 24. 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) 24 © Edelman, 2012. All rights reserved.
  • 25. Diversification of Media TRUST IN INFORMATION SOURCES – MALAYSIA 2012 Informed Public 29% 29% 25% 19% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES 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 Malaysia 25 © Edelman, 2012. All rights reserved.
  • 26. NGOs still most trusted institution, despite some drops; Nearly seven out of ten in Malaysia trust NGOs TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 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 26 © Edelman, 2012. All rights reserved.
  • 27. NGOs surge in China and India TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) China India Japan South Korea 80% 79% 72% 70% 68% 60% 50% 52% 42% 40% 39% 30% 31% 28% 20% 2004 2005 2006 2007 2008 2009 2010 2011 2012 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 35-64 in China, India, Japan and South Korea 27 © Edelman, 2012. All rights reserved.
  • 28. Roughly two-thirds in Malaysia trust NGOs to do what is right TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) Australia Hong Kong Indonesia Malaysia Singapore 80% 76% 70% 67% 66% 60% 61% 60% 58% 52% 50% 51% 40% 30% 20% 2009 2010 2011 2012 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore 28 © Edelman, 2012. All rights reserved.
  • 29. 29 © Edelman, 2012. All rights reserved.
  • 30. 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 30 © Edelman, 2012. All rights reserved.
  • 31. Trust in business and government also tends to move in sync in Australia, while Indonesia and Singapore less likely to follow this trend TRUST IN BUSINESS AND GOVERNMENT Business Government Australia Indonesia 100% 100% 81% 81% 80% 80% 70% 68% 60% 53% 69% 53% 50% 60% 39% 48% 52% 55% 40% 49% 40% 39% 37% 40% 20% 20% 0% 0% 2009 2010 2011 2012 2009 2010 2011 2012 100% Singapore 83% 80% 74% 70% 67% 60% 66% 61% 40% 20% 0% 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 Australia, Indonesia and Singapore 31 © Edelman, 2012. All rights reserved.
  • 32. 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 32 © Edelman, 2012. All rights reserved.
  • 33. 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) 33 © Edelman, 2012. All rights reserved.
  • 34. Technical experts and academics are the most credible spokespeople in Malaysia; government officials and regular employees tie at the bottom CREDIBLE SPOKESPEOPLE – MALAYSIA 2012 Technical expert in the company 72% Academic or expert 70% A person like yourself 62% Financial or industry analyst 61% CEO 51% NGO representative 51% Government official or regulator 32% Regular employee 32% 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 Malaysia 34 © Edelman, 2012. All rights reserved.
  • 35. CEO credibility returns to low of 2009 in South Korea and drops even further in Japan CEO CREDIBILITY China India Japan South Korea 100% 90% 83% 80% 68% 70% 66% 60% 59% 60% 63% 60% 56% 53% 50% 44% 46% 51% 49% 45% 40% 37% 44% 46% 37% 41% 30% 34% 32% 33% 28% 20% 22% 10% 0% 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company 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 35-64 in China, India, Japan and South Korea 35 © Edelman, 2012. All rights reserved.
  • 36. Just under half in Malaysia view CEOs as credible CEO CREDIBILITY Australia Hong Kong Indonesia Malaysia Singapore 100% 90% 80% 70% 68% 60% 53% 50% 48% 53% 51% 47% 46% 40% 44% 42% 37% 30% 34% 32% 20% 17% 10% 0% 2009 2010 2011 2012 Q119-126. [A CEO of a company 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore 36 © Edelman, 2012. All rights reserved.