2. EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
INFORMED
ONLINE SURVEY
PUBLICS
IN 26 COUNTRIES
• 31,000+ respondents • 500 respondents in U.S. and
China & 200 in other countries
• 5 years in 20+ markets
• Ages 25-64
• 8 years in 10+ markets
• College-educated
GENERAL • In top 25% of household
POPULATION income per age group in each
country
• 1000 respondents per
country surveyed • Report significant media
consumption and engagement
• Ages 18+ in business news and public
policy
• 2 years of data
• 13 years of data
MARKET COMPARISONS
Developed: US, UK, France, Germany and Japan
Indicates Global Data
Emerged: Brazil, Mexico, Russia, India and China
Indicates Japan Data
APAC SELECT COUNTRIES:
China, Japan, India, Malaysia, Singapore, South
2 Korea, Indonesia, Australia, and Hong Kong
3. EDELMAN TRUST BAROMETER IN RETROSPECT
2013 CRISIS OF LEADERSHIP
2012 THE FALL OF GOVERNMENT
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
4. TRUST 2013
THE STATE OF TRUST
CRISIS OF LEADERSHIP
THE PATH FORWARD
4
6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,
DISTRUST IN JAPAN IS NEW NORMAL
2011 2012 2013 Big Changes
from 2008
GLOBAL 55 GLOBAL 51 GLOBAL 57
Brazil 80 China 76 China 80
Germany +19
UAE 68 Singapore 76
UAE 78 China +18
Singapore 67 India 71 Canada +14
TRUSTERS
Indonesia 74
India 65 Mexico 68 India +11
China 73
Indonesia 63 Hong Kong 67
Netherlands 73 UAE 66
Mexico 63
Mexico 69 Netherlands 61 Malaysia 64
Singapore 67 Hong Kong 61 Canada 62
Argentina 62 Canada 58 Indonesia 62 Big Changes
India 56 Malaysia 57 U.S. 59 from 2012
Italy 56 Italy 56 Netherlands 59
Argentina 54 Brazil 55 Germany +16
Canada 55
Germany 55
NEUTRAL
South Korea 53 Australia 53 France +14
Brazil France 54 UK +12
Sweden 52 51
Sweden 54 US +10
Sweden 49
Japan 51 UK 53
U.S. 49
Australia 51 Italy 51
South Korea 44
Spain 51 Australia 50
Poland 44
France 50 Poland 48
U.K. 41
S. Korea 47
DISTRUSTERS
Poland 49 Ireland 41 Ireland 46
Germany 44 France 40 Argentina 45
U.S. 42 Germany 39 Spain 42
U.K. 40 Spain 37 Turkey 42
Russia 40 Japan 34 Japan 41
Ireland 39 Russia 32 Russia 36
6
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
7. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS
2013
GENERAL PUBLIC
2013
INFORMED PUBLIC
GLOBAL 48 GLOBAL 57
China 70 China 80
India 64 General Population is Singapore 76
TRUSTERS
9 points lower than India 71
UAE 63
Informed Publics
Singapore 63 Mexico 68
Indonesia 61 Hong Kong 67
Malaysia 61 UAE 66
Mexico 59 Malaysia 64
Largest Differences between
Hong Kong 54 Canada 62
NEUTRAL
Gen Pop & Informed Publics
Canada 52 Indonesia 62
Brazil 51 U.S. 59
Poland, US, Sweden: - 14 points
Netherlands 50 Netherlands 59
Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55
U.S. 45 France: - 13 points Germany 55
Germany 44 France 54
UK 43 Sweden 54
S. Korea 43 UK 53
Italy 51
DISTRUSTERS
Turkey 43
France 41 Australia 50
Italy 40 Poland 48
Sweden 40 S. Korea 47
Australia 39 Ireland 46
Spain 37 Argentina 45
Japan 35 Spain 42
Poland 34 Turkey 42
Ireland 33 Japan 41
Russia 30 Russia 36
7
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
8. TRUST ON THE RISE ACROSS INSTITUTIONS,
BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS – JAPAN
TRUST A GREAT DEAL
Trust Total: 52%
Trust Total: 47%
Trust Total: 32%
Trust Total: 25%
GOVERNMENT 3% 7% 9% 8% BUSINESS
2012 2013 2012 2013
Trust Total: 43%
Trust Total: 36% Trust Total: 37%
Trust Total: 30%
MEDIA 4% 6% 4% 6% NGOS
2012 2013 2012 2013
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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
8
9. IN JAPAN, LACK OF TRUST NOW EMBEDDED
HOW MUCH HAS YOUR TRUST IN EACH INSTITUTION CHANGED OVER THE PAST YEAR? – TOTAL TRUST MORE
Global APAC Japan
26-Country
29% 30% 30%
26% 24%
20% 22% 21%
4% 6% 6% 5%
GOVERNMENT IN GENERAL BUSINESS IN GENERAL NON-GOVERNMENTAL MEDIA IN GENERAL
ORGANIZATIONS
Global APAC Japan
26-Country
33% 36% 35%
28% 26% 29%
22% 24%
3% 5% 3% 3%
GOVERNMENT IN GENERAL BUSINESS IN GENERAL NON-GOVERNMENTAL MEDIA IN GENERAL
ORGANIZATIONS
Q18-Q21. Thinking about everything you have read, seen or heard about each institution in the last year, please indicate how much your trust in each institution has changed over the
9 past year. (Total trust more) General population and Informed Publics ages 25-64 in 26-country global total, APAC and Japan
10. BUSINESS RETURNS TO 2011 LEVEL;
GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2008
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 25-64 – JAPAN
NGOs
80% Media
Business
Government
70%
60% 63%
57%
61%
53%
52%
49% 51%
50% 50% 51% 47%
45% 44% 48% 43%
42%
42%
40%
41% 39% 36% 37%
36% 32%
30%
30%
25%
20%
2008 2009 2010 2011 2012 2013
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
10
11. BUSINESS TRUSTED MORE THAN GOVERNMENT IN
16 OF 26 MARKETS SURVEYED
TRUST IN BUSINESS VS. GOVERNMENT Trust in Government
62% of markets surveyed have
Business
trust score below 50%
Government
Trust in Business
35% of markets surveyed have
GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50%
Globally, largest gap since 2007*
82% 81% 82% 81%
77%
74% 73% 74%
64% 63% 65% 65%
62% 62% 63%
59% 60% 61% 60%
57%
56% 56% 56% 58% 58% 58%
52% 53%
50%
49% 47% 47% 47% 48% 48%48% 49%
44% 44% 44% 44%
41% 43%
40% 40%
35%
33% 32% 32% 31%
30% 29%
19% 20%
Q11-14. [Business in General and Government in General] 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 26-country
11 global total and across 26 countries
12. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND
GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33%
50% 50%
WRONG INCENTIVES DRIVING BUSINESS
DECISIONS
23% WRONG INCENTIVES DRIVING POLICIES 17%
POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31%
TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11%
LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6%
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS
12 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
13. POOR PERFORMANCE/INCOMPETENCE IS KEY REASON FOR DISTRUST IN
BUSINESS AND GOVERNMENT IN JAPAN
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – JAPAN
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
WRONG INCENTIVES DRIVING BUSINESS
14% WRONG INCENTIVES DRIVING POLICIES 24%
DECISIONS
28% 28%
CORRUPTION OR FRAUD 14% CORRUPTION OR FRAUD 4%
POOR PERFORMANCE/ INCOMPETENCE 35% POOR PERFORMANCE/ INCOMPETENCE 64%
TRANSPARENCY ISSUES 20% TRANSPARENCY ISSUES 7%
LACK OF REGULATION OR CONTROL 14% LACK OF REGULATION OR CONTROL 1%
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS
13 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
14. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS
REMAIN LEAST TRUSTED
TRUST IN INDUSTRIES – GLOBAL
Technology #1 in all
2012 2013
markets surveyed*
Technology 79% Technology 77%
Automotive 66% Automotive 69%
Food and beverage 64% Food and beverage 66%
Consumer packaged Consumer packaged
goods 62% 65%
goods
Telecommunications 60% Telecommunications 62%
2013: Top 3 in Developed Markets
Brewing and spirits 59% Brewing and spirits 62% #1 Technology
#2 Automotive
Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits
Energy 53% Pharmaceuticals 58%
2013: Top 3 in Emerging Markets
Media 51% Media 53% #1 Technology
#2 Automotive
Banks 47% Banks 50% #3 Consumer Packaged Goods
#3 Energy
Financial services 45% Financial services 50%
Q43-60. [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
14 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
15. IN JAPAN, TECHNOLOGY AND AUTOMOTIVE REMAIN ON TOP;
MEDIA AND ENERGY REMAIN ON BOTTOM
TRUST IN INDUSTRIES – JAPAN
2013
2012 2013
Technology 74% Technology 73% 77%
Automotive 74% Automotive 70% 69%
Food and beverage 62% Food and beverage 67% 66%
Pharmaceuticals 61% Brewing and spirits 66% 62%
Brewing and spirits 60% Pharmaceuticals 65% 58%
Telecommunications 58% Consumer packaged goods 64% 65%
Consumer packaged goods 56% Banks 60% 50%
Banks 51% Telecommunications 59% 62%
Financial services 38% Financial services 52% 50%
Media 33% Energy 49% 59%
Energy 29% Media 38% 53%
Q43-60. [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 (only industries tracked from 2012
15 to 2013 shown)
16. JAPANESE TRUST IN ENERGY INDUSTRY DECLINED SHARPLY IN 2012;
STILL HASN’T RETURNED TO 2011 LEVEL
TRUST IN INDUSTRIES – INFORMED PUBLICS AGES 25-64 – JAPAN
Technology Automotive Energy Pharmaceuticals Banks Media
100%
89%
90%
80%
78% 78%
80% 74%
76% 78% 75% 73%
76% 72%
70% 70%
68% 71% 72% 71% 61% 65%
61%
60% 60% 60%
60% 53%
50% 51%
50% 54% 49%
41%
40%
33% 33% 38%
30% 24%
29%
20%
10%
0%
2008 2009 2010 2011 2012 2013
Q43-60. [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 (only industries tracked from 2012
16 to 2013 shown)
17. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF
MARKETS NOW BELOW 50% TRUST LEVEL
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011
2008
2013 US Trust in Banking Industry has doubled
over past two years, from 25% (2011) to
+ 11 50% (2013) among Informed Publics 25-64.
83% 83%
80%
72% 71% -13 -20
69%
67% -19
63%
-11 61%
59%
60%
59% -25
56% 54% 56%
53%
52% -13
50% 49% 49% 49% 51%
47%
-25 -26
45% 47%
44% -19 45%
38%
42% -24
35% 35%
32% 31% 31%
26%
23% 22%
19%
11%
Q43-60. [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
17 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
and across 18 markets
18. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST
TRUSTED – EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - GLOBAL
76% 75% 74% 74%
70% 68% 68%
65%
61%
50% 48%
46%
41%
36% 35% 34%
31%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
18 headquartered in the following countries to do what is right. 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 26-country global total
19. IN GENERAL JAPANESE COMPANIES MOST TRUSTED BY
EMERGING MARKETS; THE CHANCES ARE THERE FOR THE TAKING
DEVELOPED VS. EMERGING VS. JAPAN TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
Developed
Emerging
Japan
82%
77%
69% 70% 71%
67% 66% 65%
61% 63% 61% 60%
58%
50%
35% 36%
29% 29%
24%
19%
3%
Germany HQs UK HQs Japan HQs US HQs Brazil HQs India HQs China HQs
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. 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) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India) , and Japan
19
20. “JAPANESE PREMIUM” ERODING; COMPANIES FROM DEVELOPED COUNTRIES
MORE TRUSTED THAN BEFORE, THOSE FROM EMERGING LESS TRUSTED
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - JAPAN
2011
2013
-10
81%
71%
67% + 15
62% 63% 63% + 11
61% 61% 61%
58%
56% 55% 55% 56%
50% 51%
48%
46%
-15
44% -13 -25
40% 41% -13 41% -25
39%
37%
32% -27
29% 30%
28%
24%
17% 16%
14%
3%
N/A
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
20 headquartered in the following countries to do what is right. 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 Japan
21. GEOPOLITICAL ISSUES AFFECTING TRUST IN NORTH ASIA
HOW MUCH DO YOU TRUST GLOBAL COMPANIES HEADQUARTERED IN JAPAN?
2011
2013
95%
92% 92% + 14
88% 87% 86% + 13 -19
86% 86%
84% 82% 81% 84%
81% 80% -20
77%
+ 10 + 11 77%
72% 71% -31
70% 70% 69%
68% 69% 67% 66% 68%
65% 65% 65% 65%
62% 60% 62%63%
62% 61% 60%61%
57% 58% 57% 56%58%
57％ 56%
51%
37%
N/A N/A N/A
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
21 headquartered in Japan to do what is right. 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
22. SMALL BUSINESS TRUSTED MOST IN WEST; WHILE BIG BUSINESSES ON TOP
IN EMERGING ECONOMIES; MOST BALANCED IN JAPAN
TRUST IN DIFFERENT TYPES OF BUSINESSES
SMALL BUSINESSES
BIG BUSINESSES
89%
86%
79% 78%
76%
73%
70% 70%
65%
62%
53% 55% 55%
51%
48%
45%
GLOBAL DEVELOPED EMERGING US UK CHINA UAE JAPAN
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you
“do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
22 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China,
UAE, and Japan
23. GLOBALLY, NGOS REMAIN MOST TRUSTED INSTITUTION;
NOT IN JAPAN!
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed have a
trust score above 50% (Japan: 45%) 2012
2008 China:
48% 2013 88% of markets surveyed have a 2013
83% 81%
trust score above 50% (Japan: 37%)
78% 79%
76% 76%
75% 73% 75% 74%
70% 70% 69% 69% 67%
68% 66% 66% 67% 66% 66%
67%
64% 65%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
48% 49% 51%
50% 46%
41% 40%
37%
30%
28%
N/A
Q11-14. [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, Turkey and UAE) and across 26 countries
23
24. GLOBALLY, STEADY GROWTH IN TRUST IN MEDIA OVER TIME;
JAPAN LESS TRUSTING
TRUST IN MEDIA
2008 50% of markets surveyed have a 2012
trust score 50% or above (Japan: 50%)
2013
2013 62% of markets surveyed have a
81% trust score 50% or above (Japan: 43%)
79% 79% 80%
77%
70% 70%
65% 68% 66%
65% 65% 66%
61% 61% 61% 60% 61% 61%
57% 59% 57% 57%
54% 54%
52%
51% 50%
50% 50% 49% 47% 47%
49% 48%
47% 47%
45% 46% 45% 45% 45% 43% 43%
42% 41% 42%
37% 38% 38%
35% 36%
33%
26%
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, Turkey and UAE) and across 26 countries
24
25. JAPAN TRUST LEVELS IN MEDIA LOWER THAN GLOBAL AVERAGE;
GLOBALLY, TRUST IN ONLINE SEARCH ENGINES RELATIVELY HIGH
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging APAC Japan
71%
65% 63%
64%
58% 58% 56% 58%
51% 52% 52%
47% 49%
43% 41% 47%
41% 39% 40%
32% 31% 30% 30%
26%
21%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
GLOBAL AGE BREAKDOWN
18-29 30-44 45-64 65+
61% 61% 60%
59% 56% 56%
54%
49% 49% 48% 47% 45% 44% 43%
40% 37%
37%
29% 31%
29%
TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
ENGINES
Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one
25 means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs.
Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total, APAC and Japan
26. SKEPTICISM AND DISPERSION REQUIRES REPETITION
IN JAPAN, MAJORITY NEEDS TO HEAR COMPANY INFORMATION MORE THAN 3 TIMES TO BELIEVE MESSAGES
15% 2% ONCE (1)
TEN OR MORE TIMES (10+)
10% TWICE (2)
1%
SIX TO NINE TIMES (6-9)
46% THREE TIMES (3)
27%
FOUR OR FIVE TIMES (4-5)
89% MORE THAN THREE TIMES
(GLOBAL: 82%)
Q165. [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
26 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in Japan
(excludes Don’t Know Responses)
28. TRUSTED SOURCES ARE EXPERTS AND PEERS; IN JAPAN, CEO CRISIS OF
TRUST CONTINUES, PERSON LIKE YOURSELF ON THE RISE
CREDIBLE SPOKESPEOPLE – JAPAN
2012 2013
Technical expert in the company 42% Technical expert in the company 37%
Academic or expert 32% Academic or expert 33%
CEO 24% A person like yourself 31% +9
A person like yourself 22% CEO 22%
NGO representative 18% NGO representative 20%
Regular employee 16% Regular employee 18%
Financial or industry analyst 14% Financial or industry analyst 15%
Government official or regulator 8% Government official or regulator 15% +7
Q130-143. [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, Very/ Extremely Credible) Informed publics
28 ages 25-64 in Japan
29. TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER; PERSON LIKE
YOURSELF MOST STABLE OVER TIME, CONSISTENT IN TIMES OF CRISIS
CREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 25-64 - JAPAN
An academic or expert on company issues CEO
A person like yourself Government official/regulator
Regular employee
80%
73%
69% 70%
70%
67%
63%
60%
53%
51% 59%
50%
39% 40% 39%
40%
34% 29% 32% 33%
34% 29%
30% 31%
24% 24%
25% 22%
20% 21% 24% 22%
18%
16% 15%
10%
8%
0%
2008 2009 2010 2011 2012 2013
Q130-143. [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
29 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in Japan
30. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS
BELOW 50% IN THEIR CREDIBILITY RATING
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS
CEO Credibility
Government official or Business leaders trusted less than
regulator Credibility 50% in 16 of 26 markets
Government leaders trusted less
than 50% in 21 of 26 markets
73%
70%
62%
60%
55% 54% 54% 55% 56% 55% 56%
50% 52% 52% 54%
52%
48% 48%
47%
45% 43% 45%
41% 42% 41% 40%
38% 39% 37% 36%
36% 36% 37% 36% 37%
35% 35% 35%
32% 34% 34%
31% 32%
27% 28% 27%
23% 25% 25% 26%
22% 22% 22%
18%
15%
Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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,
30 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)
31. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
JAPAN TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
BUSINESS LEADERS
35%
30% 31% 28%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
GOVERNMENT LEADERS
16% 16% 18%
14%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? ; Q144B-147B. [SPLIT SAMPLE] How much do
31
you trust government leaders to do the following? (Top Box- Trust A great Deal) General Population in Japan
33. LEADERSHIP TRUST GAP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP
Trust in Business
Trust in Government
Trust Business Leaders to tell the Truth
Trust Government Leaders to tell the truth
50%
Global
18% -32
Global 41%
13%
-28
67%
China
32% 71%
-35 China 24% -47
68%
India 55%
34% India
-34 20%
-35
50%
US 38%
15% US 10%
-35 -28
42% 38%
Germany Germany
13% 6%
-29 -32
37% France 33%
France 8%
10% -27 -25
Japan 27%
44% 18%
Japan -9
35% -9
Q11 -14. 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
33 them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust); Q144A-147A. *“To Tell the Truth Regardless of how Complex or unpopular it is”+ How much do you trust
business leaders to do the following? Q144B-147B. *“To Tell the Truth Regardless of how Complex or unpopular it is”+ How much do you trust government leaders to do the following?
(Top Box, Trust A great Deal) General Population
34. 16 ATTRIBUTES TO BUILDING TRUST
ENGAGEMENT
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance. PURPOSE
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS
OPERATIONS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
34 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
35. HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED
INTO 5 DISTINCT CLUSTERS
Edelman Trust Barometer’s Edelman Trust Barometer’s
2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS
ENGAGEMENT (59%)
Reputation as a place to work (81%)
INTEGRITY (58%)
OPERATIONS
Financial performance (76%)
(76%) PRODUCTS & SERVICES (54%)
Respected CEO or leader (71%)
PURPOSE (47%)
OPERATIONS (39%)
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*Data used includes Informed Publics ages 35-64 only in 18-country global total
36. REPUTATIONAL FACTORS RANK HIGHER THAN OPERATIONAL
2013 TRUST PERFORMANCE CLUSTERS: JAPAN VS. GLOBAL
Japan Global
45%
INTEGRITY
58%
ENGAGEMENT 43%
59%
PRODUCTS & SERVICES 37%
54%
30%
PURPOSE 47%
25%
OPERATIONS
39%
36
