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2012
                                            EDELMAN TRUST BAROMETER
                                            CANADA AND GLOBAL RESULTS




1   © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – Canada Findings
    METHODOLOGY OVERVIEW
                                                                                                 GENERAL    INFORMED   INFORMED
                                                                                                  PUBLIC      PUBLIC     PUBLIC
                                                                                                               25-64      35-64

        Twelfth annual study
                                                                                                           Indicates Global Data
        Online survey in 25 countries
                                                                                                           Indicates Canada Data
        30,000+ respondents

        1,000 general population respondents per country
        Ages 18+
        Oversample of informed publics*
        500 respondents in U.S. and China & 200 in
        all other countries
        Ages 25-64
                   (Trending data among Ages 35-64)
        College-educated
        In top 25% of household income per age group in
        each country
        Report significant media consumption and
        engagement in business news and public policy

         Canada sample:
         1,000 general population respondents
         & an oversample of 200 informed publics


        * This year Informed Publics were surveyed via online methodology instead of telephone




2   © Edelman, 2012. All rights reserved.
Edelman Trust Barometer in retrospect


                    2011                    Rise of authority figures

                    2010                    Trust is now an essential line of business

                    2009                    Business must partner with government to regain trust

                    2008                    Young influencers have more trust in business

                    2007                    Business more trusted than government and media

                    2006                    “A person like me” emerges as credible spokesperson

                    2005                    Trust shifts from “authorities” to peers

                    2004                    U.S. companies in Europe suffer trust discount

                    2003                    Earned media more credible than advertising

                    2002                    Fall of the celebrity CEO

                    2001                    Rising Influence of NGOs


3   © Edelman, 2012. All rights reserved.
4   © Edelman, 2012. All rights reserved.
Distrust is growing; nearly twice as many countries are now skeptics
Canada remains in neutral zone

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


5   © Edelman, 2012. All rights reserved.
The Fragility of Trust: Focus on Japan
           2011                                2012
           Informed Public                     Informed Public



      TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

                                                                                                                                                                                   TRUST IN INDUSTRIES

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

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


                                                                                                                                                                                                                                                     55%
                                                                                                                                                       Financial services
                                                                                                                                                                                                                                38%                              -17


                                                                                                                                                                                                                                                                       71%
                                                                                                                                                                      Banks
                                                                                                                                                                                                                                              51%                                  -20
      CREDIBLE SPOKESPEOPLE

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


       Technical Academic                   CEO            A Person           NGO       Regular Financial/ Government
        Expert   or Expert                                   Like           Represent. Employee Industry     Official
                                                           Yourself                              Analyst
    Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
    great deal”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all”
    and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible
    would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
    For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan

6   © Edelman, 2012. All rights reserved.
Canadian trust in NGOs, business, government, media holds steady
    TRUST IN INSTITUTIONS – CANADA

         2011
         Informed Public
         2012
         Informed Public
                                                                           56%                                                      56%
         2012                                                  52%
         General Public                                                                                                50%                                   51%
                                                                                                    46%




                                            Government                                                                                                                 Business



                                                                                                                       72%
                                                                                                                                    66%

                                                                             54%                                                                             56%
                                                                                                      50%
                                                                45%




                                                  Media
                                                                                                                                                                        NGOs



    Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
    not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Canada


7   © Edelman, 2012. All rights reserved.
Several mature economies see double-digit drops in business trust;
      Trust in business steady in Canada and U.S.
      TRUST IN BUSINESS
           2011
           Informed Public
           2012
           Informed Public




                       Trust                                                        Trust Steady                                                                                                  Trust

                                                                                                    80%                                                                                           81%
                                                                                                           78%

                          71%
                                                                         70% 69%
                                                                                       64%                                                  63%
                      61%                                                                    62%                                                                                                        63%

       56%                               56%                                                                                                      57%
             53%                                                                                                                                         53%                        52%                                   53%
                                   50%               50%
50%                                            46%                                                               46%                                            47%                                           48%
                                                                                                                                                                       46%
                                                                                                                       43%     44%
                                                            41% 41%
                                                                                                                                     38%
                                                                                                                                                                                            34%
                                                                                                                                                                             31%                                                 32%
                                                                                                                                                                                                                    28%




                                                                                                                                                                                                                    N/A    N/A

        Global        China       Canada         U.S.        Russia        India         Italy     Indonesia Ireland             U.K.      Argentina      Japan        South       Germany        Brazil      France      Spain
                                                                                                                                                                       Korea


      Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
      where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
      (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries



 8    © Edelman, 2012. All rights reserved.
In Canada, technology, food & beverage and brewing & spirits maintain top
    three spots; several industries see trust gains in past year
    TRUST IN INDUSTRIES – CANADA AND GLOBAL

                                                                                                                                                                                  2012
                                   2011                                                                                        2012
                     Technology                                            68%                               Technology                                                75%       #1 79%

           Brewing and spirits                                       58%                           Food and beverage                                                  72% + 16   #3 64%

          Food and beverage                                         56%                             Brewing and spirits                                              70% + 12       59%

                             Banks                                52%                     Consumer packaged goods                                                 65% + 15          62%

                      Automotive                                 51%                                         Automotive                                          61% + 10        #2 66%
         Telecommunications                                      51%                                                Banks                                    56%                    47%

Consumer packaged goods                                         50%                                  Financial services                                      56% + 13               45%

                            Energy                            46%                                 Telecommunications                                         56%                    60%

             Financial services                              43%                                                    Media                                    55% + 13               51%

              Pharmaceuticals                                43%                                       Pharmaceuticals                                       55% + 12               56%

                             Media                          42%                                                   Energy                                   51%                      53%




Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Canada and 20-country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE).


9   © Edelman, 2012. All rights reserved.
Majority of countries now distrust government; trust levels stable in
      Canada and U.S. from 2011 to 2012
      TRUST IN GOVERNMENT
           2011
           Informed Public
           2012
           Informed Public




                        Trust                        Trust Steady                                                                                                 Trust
                                                                                                                 88%
                                                                                                                                                                                                                        85%


                                                                                                                       75%



                                                                                                                                                                                   62%

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




      Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
      one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
      Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries



 10    © Edelman, 2012. All rights reserved.
Media only institution to see trust rise, driven in part by U.S. increase;
  In Canada, media trust steady over past year
      TRUST IN MEDIA
           2011
           Informed Public
           2012
           Informed Public



                                          Trust                                                                         Trust Steady                                                                            Trust
                                                                                                                                                                       86%

                                                                                                                  80% 79%                                                    80%


                            70%                                                                                                                                                                                 73%


                                                                                                                                                                                                    60%               61%
                                                                   57%
                                                                                54%                                                                                                 53%
              52%
        49%           50%
50%                                                                                                 46% 46%                                                                                               49%               48%
                                         45%                 45%          45%                42%                                                         45%                              45%
                                                                                                                                                                 41%
                                                      37%                                                                      38%                                                                                                36%
                                                                                       37%                                           35%     37%
                                                                                                                                                   33%
                                   27%
                                                22%




                                                                                                                                                                                                                      N/A    N/A




      Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
      means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
      Hong Kong, Malaysia, Singapore and UAE) and across 16 countries



 11    © Edelman, 2012. All rights reserved.
Diversification of Media
     TRUST IN INFORMATION SOURCES – CANADA
         2011
         Informed Public
          2012
          Informed Public




                                         40%



                         26%
                                                                                        24%
                                                                          20%
                                                                                                                                                                                          14%
                                                                                                                                         11%
                                                                                                                                                                              8%
                                                                                                                            4%


                          TRADITIONAL                                   ONLINE MULTIPLE                                    SOCIAL MEDIA                                       CORPORATE
                                                                           SOURCES




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


12   © Edelman, 2012. All rights reserved.
NGOs still most trusted institution, despite some drops;
      Since 2011, trust levels remain consistent in Canada
      TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
           2011
           Informed Public
           2012
           Informed Public




                       Trust                                                            Trust Steady                                                                                                   Trust


                           79%                                                                                                                                                                                          80%
                                                                  75%          74%
                                                                                                                                            72%
                                                            70%          70%
                                         67%         67%                                                                                           66%                             66%
                     63%                       62%
       61%                         61%                                                                                  60%                                           60%
             58%                                                                                          58%     58%
                                                                                                    55%                              53%                 55%
                                                                                            54%                                53%
                                                                                      51%                                                                                   51%           53%               51%
50%                                                                                                                                                            48%                                                            49%

                                                                                                                                                                                                42%



                                                                                                                                                                                                                  30%
                                                                                                                                                                                                      28%




      Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-
      point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
      (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries



 13    © Edelman, 2012. All rights reserved.
14   © Edelman, 2012. All rights reserved.
Peers and regular employees see dramatic rise in credibility;
      CEOs and government officials fall to bottom in ranking
      CREDIBLE SPOKESPEOPLE – CANADA AND GLOBAL

                                                                                                                                                                                          2012
                                              2011                                                                                         2012
                Academic or expert                                            70%                                  Academic or expert                                            68%     #1 68%


Technical expert in the company                                        57%                         Technical expert in the company                                             64%       #2 66%

Government official or regulator                                42%                                              A person like yourself                                       61% + 33   #3 65%

                NGO representative                             41%                                                 NGO representative                                        60% + 19      50%


                                    CEO                       39%                                                   Regular employee                                     51% + 28          50%


      Financial or industry analyst                           38%                                        Financial or industry analyst                               42%                   46%


              A person like yourself                     28%                                        Government official or regulator                              36%                      29%


                 Regular employee                      23%                                                                           CEO                        32%                        38%



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


 15   © Edelman, 2012. All rights reserved.
In Canada, government leaders less trusted than business leaders to tell the
      truth; majority of other markets also share this view
           Business
           Leaders
           Government
           Leaders


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




                                                                                                      53%
                   51%                                                 50%
50%                                            48%                                                                 51%
           46%                                                                                                                  46%          46%
                                 44%
                                                           42%                                                                                           43%           43%
                                                                                                                                                                                   41%
                                                                                                38%                       36%
                                                                                   36%                                                                                                           36%
                                                                                                                                                                                                             34%

  27%                                                                                                                                                                                                                    29%

                                                                                                             23%                                                                                                   24%
                                                                                                                                       21%

                                                                                                                                                                             14%
                                                                                                                                                   10%                                                 11%
                                                                                                                                                                10%

                                                                                                                                                                                            5%




      Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
      Population in 25 country global total and across 16 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
      unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 16 countries



 16    © Edelman, 2012. All rights reserved.
Globally, business not meeting public’s expectations
     GLOBAL
                                       LISTENS TO CUSTOMER NEEDS AND FEEDBACK                                                                                                                          67%
                                                                                                                                                       36%                                       -31
         Business                                                                                                                                                                                      67%
         Importance                   OFFERS HIGH QUALITY PRODUCTS OR SERVICES
                                                                                                                                                                         48%                   -19
         Company
         Performance                                                                                                                                                                                64%
                                                             TREATS EMPLOYEES WELL
                                                                                                                                          27%                                              -37
                                              PLACES CUSTOMERS AHEAD OF PROFITS                                                                                                               62%
                                                                                                                                       26%                                              -36
                TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS                                                                                                                     62%
                                                                                                                                           28%                                          -34
                                                   HAS ETHICAL BUSINESS PRACTICES                                                                                                             61%
                                                                                                                                                 32%                                   -29
                                HAS TRANSPARENT AND OPEN BUSINESS PRACTICES                                                                                                                  60%
                                                                                                                                          27%                                        -33
           COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS                                                                                                                    57%
                                                          BUSINESS                                                                      26%                                      -31
                           WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT                                                                                                             55%
                                                                                                                                             29%                             -26
                          ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS                                                                                                50%
                                                                                                                                              30%                     -20
      CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY                                                                                                          49%
                                    IN WHICH THE COMPANY OPERATES                                                                      26%                          -23
                       IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS                                                                                             46%
                                                                                                                                                              41%   -5
               HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
                                                                                                                                             29%        -12
                                                                                                                                                               41%                           Closing the
                       DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS                                                                                   39%                              gap on
                                                                                                                                    23%              -16
                   RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST                                                                                  38%
                                                                                                                                                                                             expectations
                   COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'                                                                           31% -7
      PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS                                                                                      36%
                                                  SOCIETAL ISSUES                                                             19%               -17

     Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
     trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t
     Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
     performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total


17    © Edelman, 2012. All rights reserved.
And business not meeting public’s expectations in Canada
     CANADA
        Business                  LISTENS TO CUSTOMER NEEDS AND FEEDBACK                                                                                                                                     76%
        Importance                                                                                                                                   38%                                               -38
        Company
        Performance                                     TREATS EMPLOYEES WELL                                                                                                                           74%
                                                                                                                                      29%                                                            -45
                                OFFERS HIGH QUALITY PRODUCTS OR SERVICES                                                                                                                                74%
                                                                                                                                                                          52%                      -22
                                         PLACES CUSTOMERS AHEAD OF PROFITS                                                                                                                             73%
                                                                                                                                  26%                                                             -47
                                              HAS ETHICAL BUSINESS PRACTICES                                                                                                                           72%
                                                                                                                                               34%                                               -38
          TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS                                                                                                                                    72%
                                                                                                                                         30%                                                    -42
                          HAS TRANSPARENT AND OPEN BUSINESS PRACTICES                                                                                                                           66%
                                                                                                                                24%                                                    -42
      COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS                                                                                                                           63%
                                                     BUSINESS                                                                    25%                                                -38
                     WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT                                                                                                                    60%
                                                                                                                                       29%                                       -31
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY                                                                                                                      56%
                              IN WHICH THE COMPANY OPERATES                                                                       26%                                      -30
                    ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS                                                                                                  53%
                                                                                                                                      29%                            -24
          HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP                                                                                                   47%
                                                                                                                                 26%                           -21
                  DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS                                                                                            45%
                                                                                                                             22%                             -23
              RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST                                                                                           44%
              COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'                                                                    27%                    -17
                  IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS                                                                                        43%
                                                                                                                                                           42% -1
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS                                                                                          37%
                                            SOCIETAL ISSUES                                                            18%                     -19
     Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
     trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Canada (excludes ‘Don’t Know’
     responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
     performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Canada


18    © Edelman, 2012. All rights reserved.
Globally, government not meeting public’s expectations
     GLOBAL
          Government
          Importance
          Government
          Performance



                                                                                                                                                                                                      67%
                              LISTENS TO CITIZENS' NEEDS AND FEEDBACK
                                                                                                                          17%                                                                   -50
                                                                                                                                                                                                      66%
                                  HAS TRANSPARENT AND OPEN PRACTICES
                                                                                                                         16%                                                                    -50

             EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE                                                                                                                                        65%
                                                    COUNTRY                                                                   19%                                                              -46
                                                                                                                                                                                                     65%
                           COMMUNICATES FREQUENTLY AND HONESTLY
                                                                                                                         16%                                                                   -49
                                                                                                                                                                                      56%
             WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
                                                                                                                            18%                                               -38
              PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE                                                                                                                        54%
                                  EMPLOYMENT OPPORTUNITIES                                                                  18%                                               -36

       CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT                                                                                                                       52%
                                      LOCAL COMMUNITIES                                                                  16%                                            -36
           PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO                                                                                                   41%
                                    ADDRESS SOCIETAL ISSUES                                                           14%                                       -27


     Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to
     building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in 25 country global total; Q140-147.
     Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely
     poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in 25 country global total


19    © Edelman, 2012. All rights reserved.
And government not meeting public’s expectations in Canada
   CANADA

          Government
          Importance
          Government
          Performance



                                                                                                                                                                                                                   75%
                        LISTENS TO CITIZENS' NEEDS AND FEEDBACK
                                                                                                                          16%                                                                                  -59

                                                                                                                                                                                                               74%
                    COMMUNICATES FREQUENTLY AND HONESTLY
                                                                                                                          16%                                                                                -58
      EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE                                                                                                                                                        73%
                         COUNTRY                                                                                                    22%                                                                       -51
                                                                                                                                                                                                             71%
                           HAS TRANSPARENT AND OPEN PRACTICES
                                                                                                                         15%                                                                                 -56
                                                                                                                                                                                                       63%
      WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
                                                                                                                             18%                                                                       -45

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT                                                                                                                                                60%
                LOCAL COMMUNITIES                                                                                           17%                                                                   -43
       PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE                                                                                                                                        56%
                 EMPLOYMENT OPPORTUNITIES                                                                                        20%                                                        -36

     PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO                                                                                                               42%
                 ADDRESS SOCIETAL ISSUES                                                                               14%                                          -28



Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust'
and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in Canada; Q140-147. Please rate your government on how well you think
they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2
Box , Performing Very/Extremely Well) General Population in Canada


20    © Edelman, 2012. All rights reserved.
Despite lack of trust in government, calls for increased regulations


      % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
                      77%

                                    70%

                                               64%

                                                          58%
                                                                       54%          54%         53%
                                                                                                             51%         50%
50%      49%
                                                                                                                                      48%          48%         46%
                                                                                                                                                                            45%

                                                                                                                                                                                      40%   38%


                                                                                                                                                                                                  30%




      Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
      enough’) Informed Publics ages 25-64 in 25 country global total and across 16 countries


 21    © Edelman, 2012. All rights reserved.
Calls for greater protection and responsible behavior
        THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:

            GLOBAL                                                                                                                                              CANADA

                                                                                                                                                                                    Business
                  31%             PROTECT CONSUMERS from irresponsible business practices                                                                                  47%    can address
                                                                                                                                                                                   on its own

                  25%             REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly                                                                28%


                   19%                                                                                                                                                     10%
                                    BUILD INFRASTRUCTURE that promotes and facilitates business opportunities


                   16%                                                                                                                                                     10%
                                    Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries


                    4%                                                                                                                                                      2%
                                    GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis


                    4%                                                                                                                                                      3%
                                    Government SHOULD NOT PLAY A ROLE in business


              Perceived drivers of irresponsible behavior:
              • Poor management (Global - 29%, Canada – 19%)
              • Unethical business practices (Global - 28%, Canada - 27%)
              • Shortcuts that lead to poor quality (Global - 21%, Canada -26%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of
the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total and Canada

 22   © Edelman, 2012. All rights reserved.
23   © Edelman, 2012. All rights reserved.
BUSINESS
             CAN EARN LICENSE TO LEAD                                                2008-2009
                                                                                     Low trust in
                                                                                     business and CEOs
                Business has
       flexibility and speed




                                                                    THE DYNAMIC OF
                                                                    TRUST BETWEEN                Call for increased
                                                                                                 regulation
                                                                      BUSINESS &                 protection from
   Business leaders                                                  GOVERNMENT                  irresponsible
                                                                                                 behavior sought
 more trusted than
government leaders
 business has advantage
 in 24 out of 25 markets


                                       2011
                                                                                         Government
                                                                                         responds
                                              Dwindling trust
                                              in government
                                                 policy paralysis


 24   © Edelman, 2012. All rights reserved.
Business: from license to operate to license to lead
     CANADA
         Societal

         Operational


     CURRENT TRUST                                                                                                                              BUILDING FUTURE TRUST
        51% TRUST BUSINESS                                                                                                                       1) Listens to customer needs and feedback
                                                                                                   SOCIETAL ATTRIBUTES
     1) Delivers consistent financial returns                                                      MORE IMPORTANT TO                             2) High quality products or services
                                                                                                   BUILDING FUTURE
     2) Innovator of new products                                                                                                                2) Treats employees well
                                                                                                   TRUST
                                                                                                                                                 4) Places customers ahead of profits
     3) Ranks on a global list
                                                                                                                                                 5) Takes actions to address issue or crisis
     CURRENT TRUST                                                                                                                               5) Has ethical business practices
     DRIVEN BY OPERATIONAL
     ATTRIBUTES                                                                                                                                  7) Has transparent and open business

                                                                                                                                                 8) Communicates frequently and honestly

                                                                                                                                                 9) Works to protect/improve environment

                                                                                                                                                10) Positively impacts the local community

                                                                                                                                                11) Addresses society's needs

                                                                                                                                                12) Highly regarded, top leadership

                                                                                                                                                13) Delivers consistent financial returns

                                                                                                                                                14) Ranks on a global list

                                                                                                                                                15) Innovator of new products

                                                                                                                                                16) Partners with third parties

Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Canada; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in Canada (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population


25    © Edelman, 2012. All rights reserved.
Earn License to Lead




                       Exercise principles-based leadership, not rules based performance
                       Recognize that operational factors responsible for current trust won’t
                          build future trust, societal and engagement behaviors will
                       Practice radical transparency: speak first to employees; report on goals
                       Shape the public discourse on issues of importance to business




26   © Edelman, 2012. All rights reserved.
27   © Edelman, 2012. All rights reserved.

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2012 Edelman Trust Barometer Canada and Global Results

  • 1. 2012 EDELMAN TRUST BAROMETER CANADA AND GLOBAL RESULTS 1 © Edelman, 2012. All rights reserved.
  • 2. 2012 Edelman Trust Barometer – Canada Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Indicates Global Data Online survey in 25 countries Indicates Canada Data 30,000+ respondents 1,000 general population respondents per country Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy Canada sample: 1,000 general population respondents & an oversample of 200 informed publics * This year Informed Publics were surveyed via online methodology instead of telephone 2 © Edelman, 2012. All rights reserved.
  • 3. Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs 3 © Edelman, 2012. All rights reserved.
  • 4. 4 © Edelman, 2012. All rights reserved.
  • 5. Distrust is growing; nearly twice as many countries are now skeptics Canada remains in neutral zone 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 TRUSTERS India 65 Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argentina 62 Canada 58 India 56 Italy 56 Italy 56 Argentina 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 5 © Edelman, 2012. All rights reserved.
  • 6. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan 6 © Edelman, 2012. All rights reserved.
  • 7. Canadian trust in NGOs, business, government, media holds steady TRUST IN INSTITUTIONS – CANADA 2011 Informed Public 2012 Informed Public 56% 56% 2012 52% General Public 50% 51% 46% Government Business 72% 66% 54% 56% 50% 45% Media NGOs Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Canada 7 © Edelman, 2012. All rights reserved.
  • 8. Several mature economies see double-digit drops in business trust; Trust in business steady in Canada and U.S. TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 78% 71% 70% 69% 64% 63% 61% 62% 63% 56% 56% 57% 53% 53% 52% 53% 50% 50% 50% 46% 46% 47% 48% 46% 43% 44% 41% 41% 38% 34% 31% 32% 28% N/A N/A Global China Canada U.S. Russia India Italy Indonesia Ireland U.K. Argentina Japan South Germany Brazil France Spain Korea Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries 8 © Edelman, 2012. All rights reserved.
  • 9. In Canada, technology, food & beverage and brewing & spirits maintain top three spots; several industries see trust gains in past year TRUST IN INDUSTRIES – CANADA AND GLOBAL 2012 2011 2012 Technology 68% Technology 75% #1 79% Brewing and spirits 58% Food and beverage 72% + 16 #3 64% Food and beverage 56% Brewing and spirits 70% + 12 59% Banks 52% Consumer packaged goods 65% + 15 62% Automotive 51% Automotive 61% + 10 #2 66% Telecommunications 51% Banks 56% 47% Consumer packaged goods 50% Financial services 56% + 13 45% Energy 46% Telecommunications 56% 60% Financial services 43% Media 55% + 13 51% Pharmaceuticals 43% Pharmaceuticals 55% + 12 56% Media 42% Energy 51% 53% Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Canada and 20-country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE). 9 © Edelman, 2012. All rights reserved.
  • 10. Majority of countries now distrust government; trust levels stable in Canada and U.S. from 2011 to 2012 TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 85% 75% 62% 56% 53% 54% 52% 52% 50% 51% 50% 49% 43% 44% 43% 43% 45% 43% 40% 39% 40% 38% 36% 35% 33% 33% 33% 32% 31% 31% 26% 25% 20% 20% Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries 10 © Edelman, 2012. All rights reserved.
  • 11. Media only institution to see trust rise, driven in part by U.S. increase; In Canada, media trust steady over past year TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 70% 73% 60% 61% 57% 54% 53% 52% 49% 50% 50% 46% 46% 49% 48% 45% 45% 45% 42% 45% 45% 41% 37% 38% 36% 37% 35% 37% 33% 27% 22% N/A N/A Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries 11 © Edelman, 2012. All rights reserved.
  • 12. Diversification of Media TRUST IN INFORMATION SOURCES – CANADA 2011 Informed Public 2012 Informed Public 40% 26% 24% 20% 14% 11% 8% 4% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Canada 12 © Edelman, 2012. All rights reserved.
  • 13. NGOs still most trusted institution, despite some drops; Since 2011, trust levels remain consistent in Canada TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 79% 80% 75% 74% 72% 70% 70% 67% 67% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 55% 53% 55% 54% 53% 51% 51% 53% 51% 50% 48% 49% 42% 30% 28% Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 16 countries 13 © Edelman, 2012. All rights reserved.
  • 14. 14 © Edelman, 2012. All rights reserved.
  • 15. Peers and regular employees see dramatic rise in credibility; CEOs and government officials fall to bottom in ranking CREDIBLE SPOKESPEOPLE – CANADA AND GLOBAL 2012 2011 2012 Academic or expert 70% Academic or expert 68% #1 68% Technical expert in the company 57% Technical expert in the company 64% #2 66% Government official or regulator 42% A person like yourself 61% + 33 #3 65% NGO representative 41% NGO representative 60% + 19 50% CEO 39% Regular employee 51% + 28 50% Financial or industry analyst 38% Financial or industry analyst 42% 46% A person like yourself 28% Government official or regulator 36% 29% Regular employee 23% CEO 32% 38% Biggest increase in Barometer history Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Canada and 20-country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) 15 © Edelman, 2012. All rights reserved.
  • 16. In Canada, government leaders less trusted than business leaders to tell the truth; majority of other markets also share this view Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 53% 51% 50% 50% 48% 51% 46% 46% 46% 44% 42% 43% 43% 41% 38% 36% 36% 36% 34% 27% 29% 23% 24% 21% 14% 10% 11% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 16 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 16 countries 16 © Edelman, 2012. All rights reserved.
  • 17. Globally, business not meeting public’s expectations GLOBAL LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67% 36% -31 Business 67% Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES 48% -19 Company Performance 64% TREATS EMPLOYEES WELL 27% -37 PLACES CUSTOMERS AHEAD OF PROFITS 62% 26% -36 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62% 28% -34 HAS ETHICAL BUSINESS PRACTICES 61% 32% -29 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60% 27% -33 COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 57% BUSINESS 26% -31 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 55% 29% -26 ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 50% 30% -20 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 49% IN WHICH THE COMPANY OPERATES 26% -23 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46% 41% -5 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 29% -12 41% Closing the DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 39% gap on 23% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 38% expectations COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 31% -7 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36% SOCIETAL ISSUES 19% -17 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total 17 © Edelman, 2012. All rights reserved.
  • 18. And business not meeting public’s expectations in Canada CANADA Business LISTENS TO CUSTOMER NEEDS AND FEEDBACK 76% Importance 38% -38 Company Performance TREATS EMPLOYEES WELL 74% 29% -45 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 74% 52% -22 PLACES CUSTOMERS AHEAD OF PROFITS 73% 26% -47 HAS ETHICAL BUSINESS PRACTICES 72% 34% -38 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 72% 30% -42 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 66% 24% -42 COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 63% BUSINESS 25% -38 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 60% 29% -31 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 56% IN WHICH THE COMPANY OPERATES 26% -30 ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 53% 29% -24 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 47% 26% -21 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 45% 22% -23 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 44% COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 27% -17 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 43% 42% -1 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 37% SOCIETAL ISSUES 18% -19 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Canada (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Canada 18 © Edelman, 2012. All rights reserved.
  • 19. Globally, government not meeting public’s expectations GLOBAL Government Importance Government Performance 67% LISTENS TO CITIZENS' NEEDS AND FEEDBACK 17% -50 66% HAS TRANSPARENT AND OPEN PRACTICES 16% -50 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65% COUNTRY 19% -46 65% COMMUNICATES FREQUENTLY AND HONESTLY 16% -49 56% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 18% -38 PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54% EMPLOYMENT OPPORTUNITIES 18% -36 CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52% LOCAL COMMUNITIES 16% -36 PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% ADDRESS SOCIETAL ISSUES 14% -27 Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in 25 country global total; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in 25 country global total 19 © Edelman, 2012. All rights reserved.
  • 20. And government not meeting public’s expectations in Canada CANADA Government Importance Government Performance 75% LISTENS TO CITIZENS' NEEDS AND FEEDBACK 16% -59 74% COMMUNICATES FREQUENTLY AND HONESTLY 16% -58 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 73% COUNTRY 22% -51 71% HAS TRANSPARENT AND OPEN PRACTICES 15% -56 63% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 18% -45 CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 60% LOCAL COMMUNITIES 17% -43 PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 56% EMPLOYMENT OPPORTUNITIES 20% -36 PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 42% ADDRESS SOCIETAL ISSUES 14% -28 Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in Canada; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in Canada 20 © Edelman, 2012. All rights reserved.
  • 21. Despite lack of trust in government, calls for increased regulations % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 64% 58% 54% 54% 53% 51% 50% 50% 49% 48% 48% 46% 45% 40% 38% 30% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 16 countries 21 © Edelman, 2012. All rights reserved.
  • 22. Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: GLOBAL CANADA Business 31% PROTECT CONSUMERS from irresponsible business practices 47% can address on its own 25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 28% 19% 10% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 16% 10% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% 2% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% 3% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, Canada – 19%) • Unethical business practices (Global - 28%, Canada - 27%) • Shortcuts that lead to poor quality (Global - 21%, Canada -26%) Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total and Canada 22 © Edelman, 2012. All rights reserved.
  • 23. 23 © Edelman, 2012. All rights reserved.
  • 24. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted than government leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 24 © Edelman, 2012. All rights reserved.
  • 25. Business: from license to operate to license to lead CANADA Societal Operational CURRENT TRUST BUILDING FUTURE TRUST 51% TRUST BUSINESS 1) Listens to customer needs and feedback SOCIETAL ATTRIBUTES 1) Delivers consistent financial returns MORE IMPORTANT TO 2) High quality products or services BUILDING FUTURE 2) Innovator of new products 2) Treats employees well TRUST 4) Places customers ahead of profits 3) Ranks on a global list 5) Takes actions to address issue or crisis CURRENT TRUST 5) Has ethical business practices DRIVEN BY OPERATIONAL ATTRIBUTES 7) Has transparent and open business 8) Communicates frequently and honestly 9) Works to protect/improve environment 10) Positively impacts the local community 11) Addresses society's needs 12) Highly regarded, top leadership 13) Delivers consistent financial returns 14) Ranks on a global list 15) Innovator of new products 16) Partners with third parties Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Canada; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Canada (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 25 © Edelman, 2012. All rights reserved.
  • 26. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business 26 © Edelman, 2012. All rights reserved.
  • 27. 27 © Edelman, 2012. All rights reserved.