2012 Edelman Trust Barometer - Singapore Results

2012
EDELMAN TRUST BAROMETER
SINGAPORE RESULTS

1 © Edelman, 2012. All rights reserved.

2012 Edelman Trust Barometer – Singapore Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED
PUBLIC PUBLIC
Twelfth annual study 25-64

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 Singapore
Data

Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
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**

Singapore 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


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


2011 established that trust leads to personal action resulting in tangible benefits

2011: Actions Taken Over Past 12 Months – APAC

Distrusted Companies
_+ Trusted Companies

71% 89%
Refused to buy products/services Chose to buy products/services

61% 78%
Criticized them to a friend/colleague Recommended them to a friend/colleague

51%
Paid more for products/services

41% 51%
Shared negative opinions online Shared positive opinions online

34% 44%
Sold shares Bought shares

F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC
F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC

4

2011 Year in review

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


Despite nearly twice as many countries now being skeptics, Singapore
remains a “Truster” and moves up to the third highest trust score

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


Majority of countries now distrust government;
Conversely, trust in government remains high in Singapore
TRUST IN GOVERNMENT
Informed Publics
2011 2012
APAC

Global

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


Several mature economies see double-digit drops in business trust;
Trust in business is steady in Singapore over one year
TRUST IN BUSINESS
Informed Publics
2011 2012
APAC

Global


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


In Asia Pacific, 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) AND GLOBAL

2012
2011 APAC 2012 APAC Global
Technology 87% Technology 85% 80% (#1)

Telecommunications 78% Automotive 77% 67% (#2)

Automotive 77% Telecommunications 68% 62%
Banks 75% Banks 68% 50%
Pharmaceuticals 72% Pharmaceuticals 66% 58%
Energy 68% Food and beverage 66% 66% (#3)
Food and beverage 66% Consumer packaged goods 66% 63%
Financial services 66% Energy 65% 56%
Media 64% Media 63% 52%
Consumer packaged goods 59% Financial services 62% 48%
Brewing and spirits 54% Brewing and spirits 59% 58%

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), 25-country global total


In Singapore, trust in the food and beverage industry significantly increases &
rises to the second most trusted industry; Financial services drops to the bottom

TRUST IN INDUSTRIES – SINGAPORE

2011 2012
Telecommunications 83% Technology 87%

Technology 82% Food and beverage 79% +10

Automotive 78% Telecommunications 78%

Energy 73% Automotive 76%

Banks 71% Pharmaceuticals 75%

Food and beverage 69% Energy 71%

Pharmaceuticals 68% Consumer packaged goods 70%

Consumer packaged goods 67% Banks 68%

Financial services 61% Brewing and spirits 66%

Media 60% Media 65%

Brewing and spirits 57% Financial services 64%

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 Singapore


Media only institution to see increase in trust globally;
BRIIC-ME, plus Singapore and Mexico most trusting of media
TRUST IN MEDIA
Informed Publics
2011 2012
APAC

Global

86%

80% 79% 80%

72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
49% 50% 48% 49%
50% 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


Transmedia Landscape
TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
2011
Informed Public
2012
Informed Public

33% 32%
28%
22%
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)


Skepticism requires repetition
NUMBER OF TIMES NEEDED TO HEAR INFORMATION

MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION - SINGAPORE
ASIA PACIFIC REGION

Once (1), 2% Ten or more times Once (1), 2%
Ten or more
(10+), 10% Twice (2), 11%
times (10+), 14% Twice (2), 12%
Six to Nine times
Six to Nine times (6-9), 6%
(6-9), 7%
Three times Three times
(3), 36% (3), 35%

Four or Five times
Four or Five times Three to Five times
(4-5), 28% Three to Five times (4 - 5), 35% 70%
64%

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 and Singapore


NGOs still most trusted institution, despite some drops; Singapore’s trust
level remains the same
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
Informed Publics
2011 2012
APAC

Global


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


Confidence about future direction mixed in APAC, high in Singapore ,
compared to U.S. and EU
APAC Singapore

8% 6% IN THE RIGHT
20% DIRECTION
44% OFF ON THE
48% WRONG TRACK
75% DON'T
KNOW/REFUSED
U.S. EU

3% 7%
24%
35%

58%
73%

Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? Informed Publics Ages 25-64 in the Asia Pacific
region, Singapore, the U.S., and the European Union region (excludes Russia)


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) AND GLOBAL

2012
2011 APAC 2012 APAC Global
Academic or expert 68% Technical expert in 67% (#2)
the company 64%
Technical expert in the
company
61% -7
Academic or expert 61% 69% (#1)
CEO 58% + 23
A person like yourself 60% 65% (#3)
Financial or industry
analyst
51%
NGO representative 47% +4
52%
Government official or
regulator 47%
CEO 46% - 12 41%
NGO representative 43% Financial or industry
analyst 44% -7 47%
A person like yourself 37% Regular employee 41% +8
49%
Regular employee 33% Government official
31%
or regulator - 16
31%

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), 25-country global total


In Singapore, credibility of “person like me” also significantly increases, climbing
from the last spot to the third; Financial/industry analyst falls to the bottom
CREDIBLE SPOKESPEOPLE – SINGAPORE

2011 2012
Academic or expert 64% Academic or expert 63%

Technical expert in the company 59% Technical expert in the company 60%

CEO 58% A person like yourself 55% + 21

Financial or industry analyst 54% CEO 46% - 12

Government official or regulator 51% Government official or regulator 44%

NGO representative 38% NGO representative 42%

Regular employee 37% Regular employee 39%

A person like yourself 34% Financial or industry analyst 38% - 16

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 Singapore


Asia Pacific markets, particularly Singapore, are more likely than other
regions to trust both business and government leaders to tell the truth
General Population
Business Leaders Government Leaders
APAC

Global
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%

60%

51% 53%
50% 50% 51% 50%
48%
46% 47% 46% 46% 46%
44% 43% 43%
42%
41% 40%
40% 38%
36% 36%
34% 36% 34% 34%
30%
27% 28% 29%
26%
23% 24% 24%
21%
17% 17%
14% 15%
13% 14%
10% 11% 9%
10%

5%

Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries


Business not meeting public’s expectations in Singapore and not as good as
rest of APAC SINGAPORE
Business
Importance
APAC
HAS ETHICAL BUSINESS PRACTICES 64%
Company 31% - 26
Performance -33
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 64%
27% - 33
-37
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 64%
39% - 20
-25
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 62%
30% - 28
-32
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60%
25%
-35
PLACES CUSTOMERS AHEAD OF PROFITS 59%
25%
-34
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55%
BUSINESS 24%
-31
TREATS EMPLOYEES WELL 55%
24%
-31
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 50%
26%
-24
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 49%
21% - 18
-28
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 44%
25% - 14
-19
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 44%
25%
-19
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 43%
COMMUNITY IN WHICH THE COMPANY OPERATES 23%
-20
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 39%
31%
-8
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 34%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 27%
-7
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 33%
ADDRESS SOCIETAL ISSUES 17%
-16
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Singapore (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Singapore
*Gap numbers for Asia Pacific region also displayed.


Calls for greater protection and responsible behavior globally and in Asia
Pacific region
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:

GLOBAL APAC

31% PROTECT CONSUMERS from irresponsible business practices 30% 32%

25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25% 30%

19% 20% 16%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities

16% 18% 17%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries

4% 4% 4%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis

4% 2% 2%
Government SHOULD NOT PLAY A ROLE in business

Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, APAC – 27%) Business
can address
• Unethical business practices (Global - 28%, APAC - 31%) on its own
• Shortcuts that lead to poor quality (Global - 21%, APAC -23%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of
the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total, Asia Pacific region and Singapore.


Despite lack of trust in government, calls for increased regulations in almost
all markets; However, Singapore is least likely to hold this view
Informed Publics
2012
APAC

Global

% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%

70%
68%
64%
61%
58%
54% 54% 54% 53%
51% 50%
50% 49%
48% 48% 46%
45%
40% 40%
38%
36% 35%
34%
30% 30%
25%

Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries


Competitive Industry Analysis Example: Technology Industry vs. Technology Co. X

COMPETITIVE INDUSTRY ANALYSIS
Company Trailing Industry Expectations Company and Industry Competing
80%

70%
Stated Industry Trust Importance

Listens Quality
Employees
Responsible
Customers
60% Ethical
Transparent
Communicates Environment
Society Innovates

50% Community

Top Leadership
40% Top Companies

Partnerships Returns to Investors

30%

20%
20% 30% 40% 50% 60%
Technology Company 3 Trust Performance 70% 80%
Low Company Performance and Industry Expectations Company Leading Industry Expectations


Societal attributes outweigh operational attributes for building Trust
SINGAPORE

Most Important Attributes that Build Trust – 59% in Singapore trust business
1) High quality products or services

1) Takes actions to address issue or crisis

1) Has ethical business practices
There is a disconnect between the
4) Listens to customer needs and feedback
operational factors that have built Trust
5) Has transparent and open business
and the societal and engagement factors
6) Places customers ahead of profits
that will build Trust for the future
7) Treats employees well

7) Communicates frequently and honestly

9) Works to protect/improve environment Societal

Operational
10) Delivers consistent financial returns

11) Addresses society's needs

11) Highly regarded, top leadership

13) Positively impacts the local community
Communicators have a license to help
14) Innovator of new products
shape business policy, not just
15) Ranks on a global list
outcomes.
16) Partners with third parties

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 in Singapore; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in Singapore (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population


2012 Edelman Trust Barometer - Singapore Results

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