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2011 Edelman Trust Barometer Executive Summary
Business and Government: Trust Stabilizes Globally
    In a year marred by corporate crises and financial turmoil for European governments, the 2011 Edelman
    Trust Barometer finds trust in business and government markedly resilient and sees a shifting centre of
    gravity. Trust in NGOs, “the fifth estate” in global governance, stays strong.

    In this year’s Barometer, a three-part
                                                 Figure 1: Emerging markets dominate as “business trusters;”
    picture emerges of trusters, neutrals,
    and distrusters of business and gov-                   Canada remains neutral
    ernment (figures 1 and 2). Countries
                                                 How much do you trust business to do what is right?
    including Canada that are hover-
    ing in the 50 per cent range, so
                                                                                Trusters                                   Neutral                              Distrusters
    called “neutrals,” occupy a middle          100
    ground as the divide widens between                 +19
                                                 90
    trusters (over 60 per cent, includ-
                                                 80
    ing Brazil and China) and distrusters                      81%
                                                                                                                           +12                      +12               -8
    (under 50 per cent, including the U.S.,      70
                                                                            70%
    U.K., France, and Russia).                   60                   67%
                                                                                         64% 62%
                                                         62%                                     61%
                                                 50                                59%                     57%
                                                                                                                                        54%                     54%
    The United States, which last year en-                                                                           53%          52%                     48%               49%
                                                 40                                                                                           50%                     46%
    joyed an 18-point spike in trust in busi-                                                                                                                                     44% 42%
                                                                                                                           40%                                                            41%
                                                 30                                                                                                 36%
    ness, saw an eight-point drop, placing
    the world’s largest economic power           20
    within five points of last-place Russia.     10
    Trust in government tumbled in the            0
    U.S., where the two political parties                 Brazil       India        Italy       China          Japan        Germany Canada           France      U.S.         U.K.     Russia
    were at loggerheads (see page 4 for
                                                                                            2010        2011               2010         2011                                   2010      2011
    more on the U.S.).
                                                Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64
    By contrast, Canada continues
    to enjoy stable levels of trust in
    both business and government,
                                                Figure 2: China and Brazil drive rise in trust in government; Canada on par
    a finding that’s consistent with the                  with Japan
    fact that Canada was less affected by
    the economic downturn than many             How much do you trust government to do what is right?
    other countries.
                                                                 Trusters             Neutral                                                  Distrusters
                                                100
    In the early years of the Barometer,                 +14          +46
                                                 90
    trust in business and government                           88%
                                                 80                         85%
    tended to move in opposition. In-
    creased trust in one was met by de-          70      74%
                                                                                                                                                                                         -10
                                                                                                                                                                      -6
    creased trust in the other. We generally     60
    now see the two moving in tandem,            50
    an important step as the expecta-                                                       51% 49% 52%              49%
                                                 40                                                            43%                45%    43% 44%                46%                   43%
    tion is for the world’s two dominant                                            42%                                                                   43%
                                                                      39%                                                                           38%               40% 38% 39%
                                                 30                                                                         36%                                                             33%
    institutions to work together.
                                                 20

                                                 10

                                                  0
                                                           China       Brazil       Japan      Canada          France        Italy        India      U.K.        U.S.       Russia    Germany

                                                               2010         2011             2010       2011                                                                   2010      2011

                                                 Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64



2     2011 EDELMAN TRUST BAROMETER
Trust in Banks Plunges in Most of the West but
Remains Stable in Canada; Technology Holds
Firm in Top Spot
Technology, which is in the No. 1 spot        Figure 3: Banks in Canada maintain consistent trust levels before and
globally for the third straight year, is
now followed by automotive and tele-                    after world financial crisis; automotive climbs across the globe
communications. In Canada, brewing
and spirits hold the second spot at           How much do you trust the following industries to do what is right?
58 per cent, and food and beverage
along with retail are tied for third at                                   Banks                                                    Technology                                             Auto
56 per cent. The starkest contrast, how-      100    +12                                                        +21         93% 93%
ever, is between technology and banks                       90%                                                       98%
                                              90                        87%                                                                                        +7              85%
(figure 3). The dramatic three-year drop                          83%                                                                                                    82% 80%
in trust in banks in the West keeps this      80      78%                                                       77%                   78%
                                                                                    -46                                                     73%      73%
industry stuck at the bottom in global in-                                    71%                                                                 69%    70%68%
                                              70                                                                                                                   75%
dustry rankings. By contrast, Canadian                                                        -30
banks have enjoyed year-over-year             60                                                                                                                                                         53%
                                                                                                      51% 52%
                                                                                                                                                                                     +17                             51%
                                                                                                                                                                                               49% 48%
stability, with virtually no change in        50                                          46%
trust from 2008 to 2011.                                                                                                                                                                                       42%
                                              40
                                                                                                                                                                                         32%
All four BRIC countries have gained           30                                    25%
trust as headquarter countries for global
                                              20                                                16%
companies (figure 4). The trust comes
mainly from fellow emerging markets, in-      10
dicating that the BRIC strategy to target      0
emerging economies is producing results.              China India              U.S.       U.K. Canada China India                      U.S.        U.K. Canada China India                U.S.        U.K. Canada
However, when compared to Ger-
many and Canada, longtime leaders                                                   2008              2011                                   2008          2011                                  2009            2011
in the most-trusted-headquarter-
country category, the BRICs still have        Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64
a ways to go to be considered reliable
business hubs.                                Figure 4: Trust in BRIC-based                                                                 Figure 5: Trust in NGOs on par with
In 16 of the 23 countries surveyed, NGOs      companies rises; Canadian-                                                                    business in emerging markets;
are as or more trusted than business –        headquartered companies                                                                       In Canada, trust in NGOs exceeds
especially in Canada, where informed
publics trust NGOs much more than             maintain high levels of trust                                                                 trust in business
business (72 per cent vs. 50 per cent).       How much do you trust global                                                                  How much do you trust business to
In fact, trust in NGOs jumped from            companies headquartered in the                                                                do what is right? How much do you
58 per cent to 72 per cent from 2010
                                              following countries to do what is right?                                                      trust NGOs to do what is right?
to 2011; NGOs were the only institu-
                                              100                                                                                       100
tion to experience such a significant
change in trust this year in Canada.           90                                                                                           90
This rise may be attributed to a percep-       80                                                                                           80
                                                      75%76% 76%75%
tion of NGOs as a stable force amidst                                                                                                                   81% 80%
corporate and government crises both           70
                                                                                    +4          +3                                          70
                                                                                                          +5                                                                                                          72%
at home and abroad, and reflects global        60                                                                     +5                    60
findings that show a strong need for cor-                                                                                                                          61% 63%
                                               50                                                                                           50                                           55%          55%
porations to create shareholder value in                                                40% 39% 42%                                                                                                            50%
                                                                                                       39%                                                                                      48%
a way that aligns with society’s interests.    40                                   36%            34%       35%                            40                                 46%
                                                                                                          30%
                                               30                                                                                           30
Historically trusted most in developed
markets, NGOs continue to gain trust in        20                                                                                           20
emerging markets (figure 5). In Brazil and     10                                                                                           10
China, where NGOs are on par with busi-
                                                0                                                                                            0
ness, higher economic levels come with
                                                      Germany Canada                 Brazil      India       China Russia                                 Brazil    China          U.S.        U.K./Fr/Ger Canada
a greater concern for environmental re-
sponsibility, education, and public health,            2010             2011                               2010             2011                                                               Business              NGOs
the very province of NGOs.                    Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64



                                                                                                                                                                                                                            3
The United States: The Stark Exception
    In a reversal of last year’s                Figure 6: In U.S., 2011 decline mirrors 2008-2009 drop; only country
    uptick, the U.S. suffers an                 to see trust fall in all four institutions
    across-the-board tumble, with
    declines in all four institutions.                                            Trust in institutions: 2008-2011
                                                 70

    The downturn in trust in the U.S. in         65      63%                                                      63%
    2010 echoed the drop that resulted           60
    from the worldwide financial crisis.                                          Worldwide
                                                                                                                  54%
                                                 55      59%                      nancial crisis                                                          55%
    While not as steep a decline, the
    country lost half the gains it earned        50
                                                         46%                           45%                        46%
    back in 2009 (figure 6).                     45                                                                                                       46%

    Several explanations emerge for the          40      43%                           36%                                                                40%
    grim U.S. picture: the prolonged             35
                                                                                       31%                        38%
    fighting between business and
                                                 30
    government; unemployment rates—                                                    30%                                                                27%
    not the full recovery the country            25

    expected; and the nation’s spot as the       20
    epicentre of many of the headline crises             Jan 2008                   Jan 2009                     Jan 2010                    Jan 2011
    of 2010, including the oil spill, product
    recalls, and the SEC investigation of        Responses 6-9 only on 1-9 scale; 9=highest        NGOs      Business           Government        Media
    Goldman Sachs.                               Informed publics ages 25 to 64

    A four-year view paints a bleaker picture
    according to the Trust Barometer
    Index, in which each country’s score
    is an average of its trust in business,           Trust Barometer Index U.S. drops while Brazil rises in composite scoring
    government, NGOs, and media. The
    U.S., fourth from the top in trust in
    2008, sinks to the bottom this year,                                        2008                                                2011
    barely above the U.K. and Russia.
    On the other hand, Canada climbs                                 Global             —                               Global               55

    to 5th spot, up from 7th in 2008.                                Mexico             69                              Brazil               80
    The BRICs hew closer to their 2008                               China              62                              China                73
    rankings, with the exception of Brazil,                          India              60                              Mexico               69
    which climbs sharply.                                            U.S.               53                              India                56
                                                                     Japan              50                              Canada               55
    But if American business is largely not                          S. Korea           50                              S. Korea             53
    trusted by Americans, the opposite                               Canada             48                              Japan                51
    appears to be the case for American                              Brazil             48                              France               50
    business abroad. Continuing a trend                              France             44                              Germany              44
    we have seen in recent years, trust                              U.K.               43                              U.S.                 42
    in U.S.-based multinationals moved                               Germany            36                              U.K.                 40
    up in many markets, including China                              Russia             36                              Russia               40
    (+15), Brazil (+16), India (+16), and
    Indonesia (+16), possibly a halo
    effect of President Obama’s good
    standing abroad.                                  Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64
                                                      Composite score is an average of a country’s trust in business, government, NGOs, and media




4     2011 EDELMAN TRUST BAROMETER
Credentials Count More Than Ever
Trust in experts rises—and after years of being at or near the bottom, CEOs see increase in credibility.

Trust in credentialed spokespeople is                   cent of Canadian informed pub-                    In the wake of last year’s global
higher this year, signaling a desire for                lics say CEOs are credible spokes-                crises, the Barometer posed a series of
authority and accountability — a likely                 people for a company, a 10-point                  questions about who should speak for
result of the skepticism wrought by                     increase over 2009.                               a company in a challenging time.
last year’s string of corporate crises.
In Canada, 99 per cent of in-                           By contrast, a “person like me”                   “Multiple voices” is the first conclusion
formed publics find academics and                       dropped significantly, falling from the           drawn, as CEOs, third parties, com-
experts — long the front runners —                      top four to the bottom two, virtually             pany chairmen, government officials
“extremely,” “very,” or “some-                          swapping spots with the CEO. This                 and technical experts all have a role
what” credible.                                         may be a result of changing attitudes             to play when a company confronts a
                                                        about what constitutes “a person                  crisis. In the case of a product
For the first time, the Barometer                       like me,” rather than an indication of            recall, the technical expert and the
asked about the credibility of a com-                   a significant decrease in the actual              CEO are the preferred spokespeo-
pany’s technical expert who is, in                      credibility of peer-to-peer communica-            ple in Canada (35 per cent for both).
turn, deemed “somewhat,” “very,” or                     tion. With some estimates indicating              In Canada, in a situation where the
“extremely credible” by a majority in                   that the average Facebook user does               local community has been dam-
Canada (95 per cent).                                   not know one-fifth of the 500 people              aged, more people want to hear
                                                        typically listed as friends on his or her         from the CEO (50 per cent) than they
CEOs are now considered more                            page, it is reasonable to ask whether             do a third-party representative (15
credible spokespeople, a shift from                     the meaning of the word “friend”— and             per cent), government official (12 per
two years ago when they sat at the                      by association “a person like me”—                cent), or company technical expert
bottom (figure 7). Eighty-nine per                      has become devalued.                              (12 per cent).




Figure 7: CEOs rise in trust in authority, but “person like me” drops amid flight to credentialed spokespeople
If you heard information about a company from one of these people, how credible would that information be?

                                           2009                                                                          2011

        Academic/expert                                       98%                          Academic/expert                                  99%

Financial/industry analyst                                  96%                 Technical expert in company                             95%

                                                                                         NGO representative                             94%
      NGO representative                                    95%
                                                                                         Regular employee                              91%
      Person like yourself                                91%
                                                                                                        CEO                           89%
       Regular employee                                   89%
                                                                                         Government of cial                           89%
      Government of cial                                 88%                       Financial/industry analyst                         88%

                     CEO                              79%                               Person like yourself                    80%




Informed publics ages 25 to 64 in Canada
“Extremely credible,” “very credible” and “somewhat credible” responses only




                                                                                                                                                      5
Surround Sound Needed in Time of Skepticism
    A jumbled media landscape and               Figure 8: Developed markets more distrustful of media though trust in media
    the domino effect of corporate                        in Canada remains steady with an upward trend
    and government crises have                  How much do you trust media to do what is right?

    increased skepticism in some                               Trusters            Neutral                                                 Distrusters
                                                100
    Western nations.                                    +17
                                                90                   +19
                                                80
                                                               80%
    While trust in media as an institu-         70                          73%
    tion inched up globally, it remained        60
                                                                                                +12                                                                        -11
                                                         63%
                                                                      54%         58%                                                                                                   -9
    steady in Canada and declined               50
                                                                                        50%            48%         45%         45%         45%
    significantly in the U.S. and the U.K.      40
                                                                                                             38%                                 39% 37% 37% 37% 38%
                                                                                                 36%                     36%         38%
    (figure 8). As in 2009, Canadians           30
                                                                                                                                                                                  31%
                                                20                                                                                                                         27%
    need to hear something between                                                                                                                                                      22%
                                                10
    three and five times to believe it
                                                 0
    (figure 9). But in the U.S. and the U.K.,
                                                          China        Brazil      India          Japan      Canada      France        Italy     Germany   Russia        U.S.         U.K.
    approximately one-quarter say they
                                                           2010          2011           2011                                                                               2010         2011
    need to hear something six or more
    times to believe it, twice as many as       Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64
    two years ago.
                                                Figure 9: Repetition enhances credibility
    In Canada, search engines rank
    No. 1 as the place people go first                                                                                               10+ times           Once
                                                                                                                                                                Twice
                                                                                                                                       11%                2%
    for information about a company,                                                                                                                             8%
    followed by online news sources, and        How many times in general do
                                                you need to hear something                                            6-9 times
    print (figure 10). Their second stop                                                                                13%
    is both on the screen as well to tra-       about a specific company to
    ditional print media, with 23 per cent      believe that the information
    saying they go to both newspapers or        is likely to be true?
                                                                                                                                                                                3 times
    magazines and online news sources,                                                                                                                                           33%
    which do include the Web versions of        Informed publics ages 25 to 64
                                                                                                                                                                           3 to 5 times
    traditional media like newspapers and       in Canada                                                                      4-5 times                                       65%
                                                                                                                                 32%
    television. Thirty three per cent of
    informed publics in Canada say
    they trust magazines or business
    magazines a great deal, followed            Figure 10: Search engines “go-to” source; online news second
    by 27 per cent who say the same for
    newspapers.                                 Where do you generally go first for news about a company? Then where do you go?

    The data portray a savvy consumer                                        First Source                                                         Second Source
    who turns first to search engines to see
    what is available on the topic of inter-            Online search engine                                       34%                Online news sources                          23%
    est, and who then seeks out traditional             Online news sources                        19%                   Print (newspapers/magazines)                             23%
    media to confirm or expand on what
    he or she has learned. Information          Print (newspapers/magazines)                    15%                                   Online search engine                      19%
    ubiquity has changed the playbook for                  Company website                 11%                                             Company website                15%
    corporate communications, the data
                                                           Friends and family              11%                                        Broadcast (radio/TV)          10%
    suggest, signaling to companies that
    they cannot simply be present with                   Broadcast (radio/TV)              7%                                              Friends and family       7%
    their messages, but rather must be
                                                                     Social media 2%                                                             Social media       4%
    omnipresent through an approach that
    encompasses mainstream, new, so-
                                                Informed publics ages 25 to 64 in Canada
    cial, and owned media.

6     2011 EDELMAN TRUST BAROMETER
Trust Is a Protective Agent
Trust has tangible value. Companies that are distrusted and facing an onslaught of negative news will
have a harder time changing opinion after the storm than they would if they were trusted at the outset.


This year’s Barometer explored wheth-                   Figure 11: Quality, transparency, trust, and employee welfare most
er trust can diminish the impact bad
                                                                   important to corporate reputation
news has on a company. The answer
is yes (figure 12). In Canada, 63 per                   How important are these factors to corporate reputation?
cent will believe negative informa-
tion about a company they do not
trust after hearing it just once or
                                                                     Transparent and honest business practices                                       83%
twice. When a company is trusted,
however, only 22 per cent will believe                                        High quality products or services                                     81%
negative news about it after hearing                                                      Company I can trust                                      78%
the news once or twice. The same
                                                                                        Treats employees well                                 72%
holds true for positive information, with
far fewer believing good news about                                                     Good corporate citizen                              68%
a distrusted company. These findings
                                                                                     Communicates frequently                              63%
send a strong signal that corporate
leaders would be well advised to cre-                                                              Prices fairly                        52%
ate a trust foundation so that positive                                             Widely admired leadership                          50%
information has an echo chamber in
                                                                                                     Innovator                        49%
which to resonate.
                                                                                              Financial returns                 38%
The most important corporate reputa-
tion factors remain quality products,
transparency, trustworthiness, and                      Responses 8-9 only on 1-9 scale; 9=highest. Informed publics ages 25 to 64 in Canada
employee welfare, while a company’s
financial performance sits at the bot-
tom along with being an innovator
(figure 11).




Figure 12: Trust protects reputation

                         When a company is distrusted                                                       When a company is trusted



                                63% will believe
                                 negative information
                               after hearing it 1-2 times                                                                  40%
                                                                                                                           57%
                                                                                                                            will believe
                                                                                                                          need to hear positive
                                                                                                                     positive information
                                                                                                                        information 3-5 times to
                                                                                                                                beleive it
                                                                                                                   after hearing it 1-2 times
                                                         will believe
                                                        positive information
                                               7%          after hearing it 1-2 times         22%
                                                                                                         will believe
                                                                                                        negative information
                                                                                                              after hearing it 1-2 times

Informed publics ages 25 to 64 in Canada



                                                                                                                                                           7
The Transformation of Trust
    Trust in business may have stabilized                            Figure 13: Expectations high for business to invest in society
    globally, but it is different and condi-
    tional, premised on what a company                               A. Agree: Should corporations create shareholder value in a way that aligns with
    does and how it communicates. In this                            society’s interests, even if that means sacrificing shareholder value? B. Agree: Should
    transformation, there are new expec-                             government regulate corporations’ activities to ensure business behaves responsibly?
    tations for governments, corporations,                          100
    and leaders—as well as a new archi-                                         91% 89% 89% 89%
                                                                      90                                          85% 85% 85%
    tecture for earning trust. It supplants                                                                                          82% 81% 81%
                                                                                                                                                 80% 79% 78% 78%
                                                                      80
    the “fortress framework” in which cor-                                                           82% 82%                                                                         74% 73%
                                                                                                                                                                                             72% 71% 71%
                                                                                                                                     74%                                                                         67%
    porations have customarily protected                              70
                                                                                                                               70%
                                                                                                                                                                     73%
                                                                                                                                                                                                                       63% 62%
                                                                                                                                                               69%         67%
    their brands, controlled information,                                                                                                                66%                                                                       58%
                                                                      60                                       62% 61%                                                           63% 61% 63%
    and given short shrift to partners,                               50                                                 56%               57%
                                                                                                                                                                                                           53%
                                                                                                                                                                                                                                   55%
                                                                                                                                                                                                                       53%
    aiming to maximize returns solely for                                                                                                                                                            48%
                                                                      40                                                                                                                       50%               44%
                                                                                                                                                                                                                             42%
    shareholders. The new model, a “trust                                       49%
                                                                      30
    triangle,” is based on the expectation
    for companies to act collaboratively to                           20

    benefit society not just shareholders                             10
    (What); be transparent about their op-                             0
    erations and profit engines (How); and
                                                                                  Ire .




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    engage using a range of spokespeople                                       the
                                                                           Ge




                                                                                S.
    and all forms of media—mainstream,
                                                                      Informed publics ages 25 to 64 in 23 countries                                                                                 Question A          Question B
    new, social, and owned (Where).
    Trust is no longer a commodity that is
    acquired, but rather a benefit that is                                                             Old Trust Framework                                                            New Trust Architecture
    bestowed. Business has the opportu-
    nity to build an enduring foundation of                                                                Control Information
    trust by asking its leaders to commit
    to a strategy that brings value to both




                                                                                                                                                                                                                  Eng
                                                                                 Protect the Brand




                                                                                                                                                                                          cy
                                                                                                                                                                                      ren

    investors and society.




                                                                                                                                                                                                                       age
                                                                                                                                           Stand Alone




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                                                                                                                                                                                                                 ER
                                                                                                                                                                                  Tra




    Richard Edelman

                                                                                                                                                                                                                  E
    President and CEO, Edelman
                                                                                                                                                                                                     WHAT
                                                                                                          Focus Solely on Profit                                                               Profit with Purpose




    About the Edelman Trust Barometer                                                                                     About Edelman
    The 2011 Edelman Trust Barometer is the firm’s 11th annual trust and credibility                                      Edelman is the world’s largest independent public relations firm, with wholly-
    survey. The survey was produced by research firm StrategyOne and consisted of                                         owned offices in 53 cities including three in Canada and 3,700 employees world-
    30-minute telephone interviews conducted from October 11-November 28, 2010,                                           wide. Edelman was named Advertising Age’s top-ranked PR firm of the decade
    with the exception of France and Germany, fielded January 3-13, 2011. The 2011                                        and one of its “2010 A-List Agencies” and “2010 Best Places to Work;” European
    Edelman Trust Barometer survey sampled 5,075 informed publics including 200 in                                        Excellence Awards’ “2010 Agency of the Year;” PRWeek’s “2009 Agency of the
    Canada in two age groups (25-34 and 35-64) in 23 countries. All informed publics                                      Year;” Holmes Report’s “Agency of the Decade” and “2009 Asia Pacific Consul-
    met the following criteria: college-educated; household income in the top quartile                                    tancy of the Year;” and among Glassdoor’s top five “2011 Best Places to Work.”
    for their age in their country; read or watch business/news media at least several                                    Edelman owns specialty firms Blue (advertising), StrategyOne (research), Ruth
    times a week; follow public policy issues in the news at least several times a week.                                  (integrated marketing), DJE Science (medical education/ publishing and science
    For more information, visit http://www.edelman.com/trust or call 212.704.4530.                                        communications), and MATTER (sports, sponsorship, and entertainment). Visit
                                                                                                                          www.edelman.ca for more information.


                                   For more information contact: Heather Conway, CEO, Edelman Canada 416.979.3310 / heather.conway@edelman.com

                                   On the cover, from top left: newspaper stall in Dublin, Ireland; Wikileaks founder Julian Assange at press
                                   conference; oil-soaked pelican in wake of BP Deepwater Horizon rig explosion; Flag at Parliament, Ottawa,
                                   Canada; unemployed worker holds sign at rally; Dilma Rousseff, Brazilian president, receives presidential
                                   sash from Lula da Silva; Hudson’s Bay Co. Red Mittens
                                                                                                                                                                                                      © Edelman, 2011. All rights reserved.


8      2011 EDELMAN TRUST BAROMETER

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2011 Trust Barometer Canadian Summary

  • 1. trust 2011 Edelman Trust Barometer Executive Summary
  • 2. Business and Government: Trust Stabilizes Globally In a year marred by corporate crises and financial turmoil for European governments, the 2011 Edelman Trust Barometer finds trust in business and government markedly resilient and sees a shifting centre of gravity. Trust in NGOs, “the fifth estate” in global governance, stays strong. In this year’s Barometer, a three-part Figure 1: Emerging markets dominate as “business trusters;” picture emerges of trusters, neutrals, and distrusters of business and gov- Canada remains neutral ernment (figures 1 and 2). Countries How much do you trust business to do what is right? including Canada that are hover- ing in the 50 per cent range, so Trusters Neutral Distrusters called “neutrals,” occupy a middle 100 ground as the divide widens between +19 90 trusters (over 60 per cent, includ- 80 ing Brazil and China) and distrusters 81% +12 +12 -8 (under 50 per cent, including the U.S., 70 70% U.K., France, and Russia). 60 67% 64% 62% 62% 61% 50 59% 57% 54% 54% The United States, which last year en- 53% 52% 48% 49% 40 50% 46% joyed an 18-point spike in trust in busi- 44% 42% 40% 41% 30 36% ness, saw an eight-point drop, placing the world’s largest economic power 20 within five points of last-place Russia. 10 Trust in government tumbled in the 0 U.S., where the two political parties Brazil India Italy China Japan Germany Canada France U.S. U.K. Russia were at loggerheads (see page 4 for 2010 2011 2010 2011 2010 2011 more on the U.S.). Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64 By contrast, Canada continues to enjoy stable levels of trust in both business and government, Figure 2: China and Brazil drive rise in trust in government; Canada on par a finding that’s consistent with the with Japan fact that Canada was less affected by the economic downturn than many How much do you trust government to do what is right? other countries. Trusters Neutral Distrusters 100 In the early years of the Barometer, +14 +46 90 trust in business and government 88% 80 85% tended to move in opposition. In- creased trust in one was met by de- 70 74% -10 -6 creased trust in the other. We generally 60 now see the two moving in tandem, 50 an important step as the expecta- 51% 49% 52% 49% 40 43% 45% 43% 44% 46% 43% tion is for the world’s two dominant 42% 43% 39% 38% 40% 38% 39% 30 36% 33% institutions to work together. 20 10 0 China Brazil Japan Canada France Italy India U.K. U.S. Russia Germany 2010 2011 2010 2011 2010 2011 Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64 2 2011 EDELMAN TRUST BAROMETER
  • 3. Trust in Banks Plunges in Most of the West but Remains Stable in Canada; Technology Holds Firm in Top Spot Technology, which is in the No. 1 spot Figure 3: Banks in Canada maintain consistent trust levels before and globally for the third straight year, is now followed by automotive and tele- after world financial crisis; automotive climbs across the globe communications. In Canada, brewing and spirits hold the second spot at How much do you trust the following industries to do what is right? 58 per cent, and food and beverage along with retail are tied for third at Banks Technology Auto 56 per cent. The starkest contrast, how- 100 +12 +21 93% 93% ever, is between technology and banks 90% 98% 90 87% +7 85% (figure 3). The dramatic three-year drop 83% 82% 80% in trust in banks in the West keeps this 80 78% 77% 78% -46 73% 73% industry stuck at the bottom in global in- 71% 69% 70%68% 70 75% dustry rankings. By contrast, Canadian -30 banks have enjoyed year-over-year 60 53% 51% 52% +17 51% 49% 48% stability, with virtually no change in 50 46% trust from 2008 to 2011. 42% 40 32% All four BRIC countries have gained 30 25% trust as headquarter countries for global 20 16% companies (figure 4). The trust comes mainly from fellow emerging markets, in- 10 dicating that the BRIC strategy to target 0 emerging economies is producing results. China India U.S. U.K. Canada China India U.S. U.K. Canada China India U.S. U.K. Canada However, when compared to Ger- many and Canada, longtime leaders 2008 2011 2008 2011 2009 2011 in the most-trusted-headquarter- country category, the BRICs still have Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64 a ways to go to be considered reliable business hubs. Figure 4: Trust in BRIC-based Figure 5: Trust in NGOs on par with In 16 of the 23 countries surveyed, NGOs companies rises; Canadian- business in emerging markets; are as or more trusted than business – headquartered companies In Canada, trust in NGOs exceeds especially in Canada, where informed publics trust NGOs much more than maintain high levels of trust trust in business business (72 per cent vs. 50 per cent). How much do you trust global How much do you trust business to In fact, trust in NGOs jumped from companies headquartered in the do what is right? How much do you 58 per cent to 72 per cent from 2010 following countries to do what is right? trust NGOs to do what is right? to 2011; NGOs were the only institu- 100 100 tion to experience such a significant change in trust this year in Canada. 90 90 This rise may be attributed to a percep- 80 80 75%76% 76%75% tion of NGOs as a stable force amidst 81% 80% corporate and government crises both 70 +4 +3 70 +5 72% at home and abroad, and reflects global 60 +5 60 findings that show a strong need for cor- 61% 63% 50 50 55% 55% porations to create shareholder value in 40% 39% 42% 50% 39% 48% a way that aligns with society’s interests. 40 36% 34% 35% 40 46% 30% 30 30 Historically trusted most in developed markets, NGOs continue to gain trust in 20 20 emerging markets (figure 5). In Brazil and 10 10 China, where NGOs are on par with busi- 0 0 ness, higher economic levels come with Germany Canada Brazil India China Russia Brazil China U.S. U.K./Fr/Ger Canada a greater concern for environmental re- sponsibility, education, and public health, 2010 2011 2010 2011 Business NGOs the very province of NGOs. Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64 3
  • 4. The United States: The Stark Exception In a reversal of last year’s Figure 6: In U.S., 2011 decline mirrors 2008-2009 drop; only country uptick, the U.S. suffers an to see trust fall in all four institutions across-the-board tumble, with declines in all four institutions. Trust in institutions: 2008-2011 70 The downturn in trust in the U.S. in 65 63% 63% 2010 echoed the drop that resulted 60 from the worldwide financial crisis. Worldwide 54% 55 59% nancial crisis 55% While not as steep a decline, the country lost half the gains it earned 50 46% 45% 46% back in 2009 (figure 6). 45 46% Several explanations emerge for the 40 43% 36% 40% grim U.S. picture: the prolonged 35 31% 38% fighting between business and 30 government; unemployment rates— 30% 27% not the full recovery the country 25 expected; and the nation’s spot as the 20 epicentre of many of the headline crises Jan 2008 Jan 2009 Jan 2010 Jan 2011 of 2010, including the oil spill, product recalls, and the SEC investigation of Responses 6-9 only on 1-9 scale; 9=highest NGOs Business Government Media Goldman Sachs. Informed publics ages 25 to 64 A four-year view paints a bleaker picture according to the Trust Barometer Index, in which each country’s score is an average of its trust in business, Trust Barometer Index U.S. drops while Brazil rises in composite scoring government, NGOs, and media. The U.S., fourth from the top in trust in 2008, sinks to the bottom this year, 2008 2011 barely above the U.K. and Russia. On the other hand, Canada climbs Global — Global 55 to 5th spot, up from 7th in 2008. Mexico 69 Brazil 80 The BRICs hew closer to their 2008 China 62 China 73 rankings, with the exception of Brazil, India 60 Mexico 69 which climbs sharply. U.S. 53 India 56 Japan 50 Canada 55 But if American business is largely not S. Korea 50 S. Korea 53 trusted by Americans, the opposite Canada 48 Japan 51 appears to be the case for American Brazil 48 France 50 business abroad. Continuing a trend France 44 Germany 44 we have seen in recent years, trust U.K. 43 U.S. 42 in U.S.-based multinationals moved Germany 36 U.K. 40 up in many markets, including China Russia 36 Russia 40 (+15), Brazil (+16), India (+16), and Indonesia (+16), possibly a halo effect of President Obama’s good standing abroad. Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64 Composite score is an average of a country’s trust in business, government, NGOs, and media 4 2011 EDELMAN TRUST BAROMETER
  • 5. Credentials Count More Than Ever Trust in experts rises—and after years of being at or near the bottom, CEOs see increase in credibility. Trust in credentialed spokespeople is cent of Canadian informed pub- In the wake of last year’s global higher this year, signaling a desire for lics say CEOs are credible spokes- crises, the Barometer posed a series of authority and accountability — a likely people for a company, a 10-point questions about who should speak for result of the skepticism wrought by increase over 2009. a company in a challenging time. last year’s string of corporate crises. In Canada, 99 per cent of in- By contrast, a “person like me” “Multiple voices” is the first conclusion formed publics find academics and dropped significantly, falling from the drawn, as CEOs, third parties, com- experts — long the front runners — top four to the bottom two, virtually pany chairmen, government officials “extremely,” “very,” or “some- swapping spots with the CEO. This and technical experts all have a role what” credible. may be a result of changing attitudes to play when a company confronts a about what constitutes “a person crisis. In the case of a product For the first time, the Barometer like me,” rather than an indication of recall, the technical expert and the asked about the credibility of a com- a significant decrease in the actual CEO are the preferred spokespeo- pany’s technical expert who is, in credibility of peer-to-peer communica- ple in Canada (35 per cent for both). turn, deemed “somewhat,” “very,” or tion. With some estimates indicating In Canada, in a situation where the “extremely credible” by a majority in that the average Facebook user does local community has been dam- Canada (95 per cent). not know one-fifth of the 500 people aged, more people want to hear typically listed as friends on his or her from the CEO (50 per cent) than they CEOs are now considered more page, it is reasonable to ask whether do a third-party representative (15 credible spokespeople, a shift from the meaning of the word “friend”— and per cent), government official (12 per two years ago when they sat at the by association “a person like me”— cent), or company technical expert bottom (figure 7). Eighty-nine per has become devalued. (12 per cent). Figure 7: CEOs rise in trust in authority, but “person like me” drops amid flight to credentialed spokespeople If you heard information about a company from one of these people, how credible would that information be? 2009 2011 Academic/expert 98% Academic/expert 99% Financial/industry analyst 96% Technical expert in company 95% NGO representative 94% NGO representative 95% Regular employee 91% Person like yourself 91% CEO 89% Regular employee 89% Government of cial 89% Government of cial 88% Financial/industry analyst 88% CEO 79% Person like yourself 80% Informed publics ages 25 to 64 in Canada “Extremely credible,” “very credible” and “somewhat credible” responses only 5
  • 6. Surround Sound Needed in Time of Skepticism A jumbled media landscape and Figure 8: Developed markets more distrustful of media though trust in media the domino effect of corporate in Canada remains steady with an upward trend and government crises have How much do you trust media to do what is right? increased skepticism in some Trusters Neutral Distrusters 100 Western nations. +17 90 +19 80 80% While trust in media as an institu- 70 73% tion inched up globally, it remained 60 +12 -11 63% 54% 58% -9 steady in Canada and declined 50 50% 48% 45% 45% 45% significantly in the U.S. and the U.K. 40 38% 39% 37% 37% 37% 38% 36% 36% 38% (figure 8). As in 2009, Canadians 30 31% 20 27% need to hear something between 22% 10 three and five times to believe it 0 (figure 9). But in the U.S. and the U.K., China Brazil India Japan Canada France Italy Germany Russia U.S. U.K. approximately one-quarter say they 2010 2011 2011 2010 2011 need to hear something six or more times to believe it, twice as many as Responses 6-9 only on 1-9 scale; 9=highest; Informed publics ages 25 to 64 two years ago. Figure 9: Repetition enhances credibility In Canada, search engines rank No. 1 as the place people go first 10+ times Once Twice 11% 2% for information about a company, 8% followed by online news sources, and How many times in general do you need to hear something 6-9 times print (figure 10). Their second stop 13% is both on the screen as well to tra- about a specific company to ditional print media, with 23 per cent believe that the information saying they go to both newspapers or is likely to be true? 3 times magazines and online news sources, 33% which do include the Web versions of Informed publics ages 25 to 64 3 to 5 times traditional media like newspapers and in Canada 4-5 times 65% 32% television. Thirty three per cent of informed publics in Canada say they trust magazines or business magazines a great deal, followed Figure 10: Search engines “go-to” source; online news second by 27 per cent who say the same for newspapers. Where do you generally go first for news about a company? Then where do you go? The data portray a savvy consumer First Source Second Source who turns first to search engines to see what is available on the topic of inter- Online search engine 34% Online news sources 23% est, and who then seeks out traditional Online news sources 19% Print (newspapers/magazines) 23% media to confirm or expand on what he or she has learned. Information Print (newspapers/magazines) 15% Online search engine 19% ubiquity has changed the playbook for Company website 11% Company website 15% corporate communications, the data Friends and family 11% Broadcast (radio/TV) 10% suggest, signaling to companies that they cannot simply be present with Broadcast (radio/TV) 7% Friends and family 7% their messages, but rather must be Social media 2% Social media 4% omnipresent through an approach that encompasses mainstream, new, so- Informed publics ages 25 to 64 in Canada cial, and owned media. 6 2011 EDELMAN TRUST BAROMETER
  • 7. Trust Is a Protective Agent Trust has tangible value. Companies that are distrusted and facing an onslaught of negative news will have a harder time changing opinion after the storm than they would if they were trusted at the outset. This year’s Barometer explored wheth- Figure 11: Quality, transparency, trust, and employee welfare most er trust can diminish the impact bad important to corporate reputation news has on a company. The answer is yes (figure 12). In Canada, 63 per How important are these factors to corporate reputation? cent will believe negative informa- tion about a company they do not trust after hearing it just once or Transparent and honest business practices 83% twice. When a company is trusted, however, only 22 per cent will believe High quality products or services 81% negative news about it after hearing Company I can trust 78% the news once or twice. The same Treats employees well 72% holds true for positive information, with far fewer believing good news about Good corporate citizen 68% a distrusted company. These findings Communicates frequently 63% send a strong signal that corporate leaders would be well advised to cre- Prices fairly 52% ate a trust foundation so that positive Widely admired leadership 50% information has an echo chamber in Innovator 49% which to resonate. Financial returns 38% The most important corporate reputa- tion factors remain quality products, transparency, trustworthiness, and Responses 8-9 only on 1-9 scale; 9=highest. Informed publics ages 25 to 64 in Canada employee welfare, while a company’s financial performance sits at the bot- tom along with being an innovator (figure 11). Figure 12: Trust protects reputation When a company is distrusted When a company is trusted 63% will believe negative information after hearing it 1-2 times 40% 57% will believe need to hear positive positive information information 3-5 times to beleive it after hearing it 1-2 times will believe positive information 7% after hearing it 1-2 times 22% will believe negative information after hearing it 1-2 times Informed publics ages 25 to 64 in Canada 7
  • 8. The Transformation of Trust Trust in business may have stabilized Figure 13: Expectations high for business to invest in society globally, but it is different and condi- tional, premised on what a company A. Agree: Should corporations create shareholder value in a way that aligns with does and how it communicates. In this society’s interests, even if that means sacrificing shareholder value? B. Agree: Should transformation, there are new expec- government regulate corporations’ activities to ensure business behaves responsibly? tations for governments, corporations, 100 and leaders—as well as a new archi- 91% 89% 89% 89% 90 85% 85% 85% tecture for earning trust. It supplants 82% 81% 81% 80% 79% 78% 78% 80 the “fortress framework” in which cor- 82% 82% 74% 73% 72% 71% 71% 74% 67% porations have customarily protected 70 70% 73% 63% 62% 69% 67% their brands, controlled information, 66% 58% 60 62% 61% 63% 61% 63% and given short shrift to partners, 50 56% 57% 53% 55% 53% aiming to maximize returns solely for 48% 40 50% 44% 42% shareholders. The new model, a “trust 49% 30 triangle,” is based on the expectation for companies to act collaboratively to 20 benefit society not just shareholders 10 (What); be transparent about their op- 0 erations and profit engines (How); and Ire . Me . any Sw s n d ina Ind ico Ca a Ne ada Au a Sin alia Arg ore ina ia y nce ain d rea zil an E U.K U.S Ital nd si ssi ede lan lan UA Ind Bra Jap one x Ch ent Sp gap Ko str rm rla Fra n Ru Po engage using a range of spokespeople the Ge S. and all forms of media—mainstream, Informed publics ages 25 to 64 in 23 countries Question A Question B new, social, and owned (Where). Trust is no longer a commodity that is acquired, but rather a benefit that is Old Trust Framework New Trust Architecture bestowed. Business has the opportu- nity to build an enduring foundation of Control Information trust by asking its leaders to commit to a strategy that brings value to both Eng Protect the Brand cy ren investors and society. age Stand Alone WH spa me W n HO nt ER Tra Richard Edelman E President and CEO, Edelman WHAT Focus Solely on Profit Profit with Purpose About the Edelman Trust Barometer About Edelman The 2011 Edelman Trust Barometer is the firm’s 11th annual trust and credibility Edelman is the world’s largest independent public relations firm, with wholly- survey. The survey was produced by research firm StrategyOne and consisted of owned offices in 53 cities including three in Canada and 3,700 employees world- 30-minute telephone interviews conducted from October 11-November 28, 2010, wide. Edelman was named Advertising Age’s top-ranked PR firm of the decade with the exception of France and Germany, fielded January 3-13, 2011. The 2011 and one of its “2010 A-List Agencies” and “2010 Best Places to Work;” European Edelman Trust Barometer survey sampled 5,075 informed publics including 200 in Excellence Awards’ “2010 Agency of the Year;” PRWeek’s “2009 Agency of the Canada in two age groups (25-34 and 35-64) in 23 countries. All informed publics Year;” Holmes Report’s “Agency of the Decade” and “2009 Asia Pacific Consul- met the following criteria: college-educated; household income in the top quartile tancy of the Year;” and among Glassdoor’s top five “2011 Best Places to Work.” for their age in their country; read or watch business/news media at least several Edelman owns specialty firms Blue (advertising), StrategyOne (research), Ruth times a week; follow public policy issues in the news at least several times a week. (integrated marketing), DJE Science (medical education/ publishing and science For more information, visit http://www.edelman.com/trust or call 212.704.4530. communications), and MATTER (sports, sponsorship, and entertainment). Visit www.edelman.ca for more information. For more information contact: Heather Conway, CEO, Edelman Canada 416.979.3310 / heather.conway@edelman.com On the cover, from top left: newspaper stall in Dublin, Ireland; Wikileaks founder Julian Assange at press conference; oil-soaked pelican in wake of BP Deepwater Horizon rig explosion; Flag at Parliament, Ottawa, Canada; unemployed worker holds sign at rally; Dilma Rousseff, Brazilian president, receives presidential sash from Lula da Silva; Hudson’s Bay Co. Red Mittens © Edelman, 2011. All rights reserved. 8 2011 EDELMAN TRUST BAROMETER