Edelman Trust Barometer Trust Barometer 1

Transcription

1 Edelman Trust Barometer Trust Barometer 1

2 Key Themes Business has a historic opportunity to lead: Tied with NGOs as the trust leaders globally Leads government in 14 out of 18 countries surveyed Youthful optimism elites are more trusting of business; use multi sources of information Mainstream news sources continue to be most used and credible Social media strongest among younger opinion elites and in BRIC countries A person like yourself and experts such as doctors, academics and industry analysts continue to represent the most credible spokespeople; not CEOs Elites will act positively based on trust or negatively based on distrust in companies 2008 Trust Barometer 2

3 Methodology Edelman s Ninth Trust Barometer Survey Conducted by StrategyOne Thirty-minute telephone survey conducted in October - November 2007 Opinion elites meeting the following screening criteria: College educated In top 25% of household income per age group in each country Reported significant media consumption and engagement in business news and public policy Tracking trust from Sampled two age groups concurrently (25-34 and 35-64) Opinion elites aged (N = 3,100): Surveyed in 18 countries: 400 in the US; 300 in China; 150 each in United Kingdom, Germany, France, Italy, Spain, the Netherlands, Sweden, Poland, Russia, Ireland, Mexico, Brazil, Canada, Japan, South Korea, and India Consistent with previous Edelman Trust Barometers Opinion elites aged (N = 675): Surveyed in 12 countries: 100 in the US; 75 in China; 50 each in United Kingdom, Germany, France, Russia, Mexico, Brazil, Japan, South Korea, Canada, and India New audience to the survey this year 2008 Trust Barometer 3

4 State of Trust 08 An Opportunity for Business Business more trusted than government in 14 out of 18 countries 2008 Trust Barometer 4

5 Global Trust in Institutions NGOs and Business Tied as the Trust Leaders Business Holds the Same Strong Trust Levels as % 40% 52% 53% 52% 51% 44% 48% * 40% 43% * 20% 0% NGO's Business Media Government * Statistically higher than comparable age group at the 95% confidence level. A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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". The higher the number the more you TRUST them to do what is right Opinion Elites (18 Countries); Global Total Business trust up in US, Japan; down China, Sweden 2008 Trust Barometer 5

6 Business Leads Government in Nearly Every Market Gap widens over prior years in 7 markets Canada Ireland Russia Business Government 49% % 47% % 42% +4 38% USA 58% % UK 45% % Poland 11% 45% +34 Sweden 39% 63% -24 Netherlands Mexico 75% 49% +26 Germany 35% +8 27% India 74% 49% % 64% -9 France Brazil Spain South Korea 30% -5 35% 22% 61% % % 43% +3 40% A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right Opinion Elites (18 Countries) Italy 41% % Japan 61% % China 54% % 2008 Trust Barometer 6

7 Largest Gap Ever Between Business and Government - US 60% 58% 40% 44% 48% 44% 41% 43% 48% 39% 51% 48% 48% 44% 49% 38% 53% 38% 39% 19 pts 20% 27% 0% Summer 2001 Winter 2002 Summer 2002 Winter 2003 Winter 2004 Winter 2005 Winter 2006 Winter 2007 Winter 2008 Business Government A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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". The higher the number the more you TRUST them to do what is right Opinion Elites (18 Countries) 2008 Trust Barometer 7

8 Trust in Business Over Government is Larger in Most of Developing World China is an Exception Russia Poland BUSINESS NGOs MEDIA RELIGIOUS GOV 11% 32% 38% 37% 45% +34 BUSINESS 42% GOVERNMENT 38% NGOs RELIGIOUS 29% 28% MEDIA 28% +4 Mexico China BUSINESS NGOs MEDIA RELIGIOUS GOVERNMENT 49% 57% 75% 73% 66% +26 India BUSINESS MEDIA NGOs GOVERNMENT RELIGIOUS 33% 49% 61% 74% 65% +25 GOVERNMENT 79% MEDIA 63% NGOs 55% BUSINESS 54% RELIGIOUS 51% -25 Brazil MEDIA BUSINESS NGOs RELIGIOUS GOV 22% 64% 61% 51% 48% +39 A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right Opinion Elites (18 Countries) 2008 Trust Barometer 8

9 NGOs Have a Strong Trust Advantage in Most European Countries Eastern Europe Differs UK Sweden Russia NGOs 53% BUSINESS 45% MEDIA GOVERNMENT 38% 34% RELIGIOUS 28% GOVERNMENT BUSINESS MEDIA NGOs REL 18% 30% 39% 36% 63% BUSINESS 42% GOVERNMENT 38% NGOs MEDIA 29% 28% RELIGIOUS 28% Ireland Netherlands Germany Poland NGOs BUSINESS MEDIA RELIGIOUS GOV 59% 47% 43% 37% 35% GOVERNMENT MEDIA NGOs BUSINESS RELIGIOUS 40% 64% 59% 59% 55% NGOs MEDIA BUSINESS GOV RELIGIOUS 47% 38% 35% 27% 27% BUSINESS NGOs MEDIA RELIGIOUS GOV 11% 45% 38% 37% 32% NGOs BUSINESS Spain MEDIA GOVERNMENT RELIGIOUS 51% 49% 46% 37% 36% France NGOs GOVERNMENT 35% BUSINESS 30% MEDIA 26% REL 22% 57% Italy NGOs 63% RELIGIOUS 49% MEDIA 43% BUSINESS 41% GOV 29% A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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". The higher the number the more you TRUST them to do what is right Opinion Elites (European Countries) 2008 Trust Barometer 9

10 Trust in The Media At A High Point In Many Countries The Voice of Media Is Back Media is more trusted than governments in 13 of 18 countries 60% 60% 64% 62% 65% 40% 20% 38% 22% 19% 29% 38% 33% 43% 33% 45% 30% 48% 45% 34% 53% 41% 41% 49% 44% 53% 55% % UK Germany Italy US Canada Japan South Korea A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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". The higher the number the more you TRUST them to do what is right Opinion Elites (18 Countries) Brazil India No significant change in media trust in France, China, Spain, Ireland, Sweden, Netherlands, Russia, Mexico Drop in Poland 2008 Trust Barometer 10

11 Sweden, Germany and Canada Remain the Most Trusted HQ Countries; China, Mexico, Brazil and Russia the Least 80% 70% 60% 50% 40% 30% 20% % 0% A Please tell me how much you trust global companies headquartered in the following countries to do what is right on a scale opinion elites in 18 countries global total Trust Barometer 11

12 Trust in Overseas Headquartered Companies Driven More by Pragmatism Not Ideology Important Factors in Placing Trust in Overseas HQ'd Company North America % Latin America % EU % Asia % Primary Factor Your experience with products and services from that country Secondary Factor Your perceptions of how corrupt or fair business practices are in that country What you have seen, heard or read in the news about that country The country s human rights track record The country s environmental track record Your experience with other companies from that country The political relationship between that country and yours A36. Which, if any, of the following factors are important to you in deciding whether to place your trust in a company headquartered in an overseas country? Opinion Elites (18 Countries) 2008 Trust Barometer 12

13 Younger Opinion Elites Are The New Opportunity For Business (12 Country Data 25-64) 2008 Trust Barometer 13

14 Younger Elites Show Higher Trust in Business in Nine of the Twelve Countries Trust in Business By Respondent Country/Age Group Respondent Country Mexico % 84% India Japan US China UK France South Korea 30% 45% 43% 54% 58% * 52% * 52% 61% 56% 60% 59% 62% 74% 76% Russia 42% 50% Brazil Canada 44% % 61% 49% Global Year Elites Year Elites Germany 32% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% * Statistically higher than comparable age group at the 95% confidence level. A1-A5. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right Opinion Elites (12 Countries) 2008 Trust Barometer 14

15 Younger Elites Globally Are Significantly More Trusting of Entertainment, Media, Pharma, Biotech and Retail Technology 77% 79% * Biotech/life sciences 66% 71% Automotive 64% 65% * Banks Retail 60% 59% 63% 63% Global Year Elites Year Elites Energy 59% 62% * Pharmaceuticals 57% 62% * Entertainment Health care industry Consumer packaged goods manufacturers * Media companies Insurance 47% 47% 54% 60% 58% 52% 48% 62% 61% 60% A6-A17. Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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. The higher the number the more you TRUST them to do what is right. If you have not heard of the industry, tell me and we will move to the next one. Let s start with Opinion Elites (12 Countries) % 20% 40% 60% 80% 100% * Statistically higher than comparable age group at the 95% confidence level Trust Barometer 15

16 Younger Elites Are Less Xenophobic Towards Companies from Developing Countries Trust in Developing HQ Countries by Age Group India HQ Poland HQ Brazil HQ % 37% 38% 41% 43% 43% Global Year Elites Year Elites Russia HQ 30% 40% China HQ * Mexico HQ 30% 31% 39% 39% * Lenovo % 50% * Tata 31% 39% Gazprom 32% 36% 0% 10% 20% 30% 40% 50% 60% All Data Points - Statistically higher than comparable age group at the 95% confidence level. A18-A35. Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right Opinion Elites (12 Countries) Younger elites in USA, CAN, CHN, JAP, KOR, IND, MEX, BRA are more trusting than older peers of developing countries 2008 Trust Barometer 16

17 Use and Credibility of Information Sources: Top-Down Vertical Sources Lead; Peer-to-Peer Horizontal Media Making Inroads (18 Country Data 35-64) 2008 Trust Barometer 17

18 Media Usage: Mainstream Media Still the Most Frequently Used for Business Information Regular Usage North America % Latin America % Television news coverage EU % Asia % Most Used Source of Information Globally Articles in newspapers Articles in business magazines Articles in newspapers 11 of 18 Countries Conversations with your friends and peers News coverage on the radio A company s own Web site Stock or industry analyst reports Television news coverage Articles in business magazines 5 of 18 Countries 2 of 18 Countries Communications issued by companies such as press releases, annual reports, and newsletters Corporate or product advertising Blogs Wikipedia Social Networking Sites C1. From which of the following sources do you get information about companies on a regular basis? Opinion Elites (18 Countries) 2008 Trust Barometer 18

19 Use of Social Media For Company Information Generally Highest In BRIC* Countries Regularly Used Media Sources for Information on Companies 48% 40% 20% 37% 31% 26% 25% 23% 19% 36% 33% 34% 32% 29% 28% 25% 23% 23% 20% 21% 13% 10% 11% 9% 8% 8% 0% Wikipedia/Encyclopedias Video sharing sites Blogs Social networking sites China Brazil India Russia UK US C1. From which of the following sources do you get information about companies on a regular basis? Opinion Elites (18 Countries) *BRIC = Brazil, Russia, India, China 2008 Trust Barometer 19

20 Three Global News Sources - CNN, BBC, Google Are Referenced in Nearly Every Country Global US Canada UK Germany France Russia China Japan India Brazil CNN(25%) CNN (54%) CBC BBC (83%) Der Spiegel Le Monde RTR CCTV NHK NDTV Folha de São Paulo BBC (17%) MSNBC CNN (44%) CNN (25%) FAZ LCI CNN (25%) CNN (24%) Nikkei Net CNBC Rede Globo Google (9%) Fox News BBC (20%) SKY News NTV Les Echos NTV BBC (21%) CNN (23%) Aaj Tak CNN (23%) CCTV CNBC Toronto Star Financial Times ARD Le Nouvel Observateur BBC (23%) Google (14%) Fuji News CNN (21%) O Globo Top 10 specified media sources across all channels CNBC CBC WSJ NYT National Post CNBC Google (10%) Time Magazine CNN (17%) Le Figaro Argumenty i Fakty Die Welt RTL Izvestia Guangzhou Channel/TV om Google (15%) ASAHI BBC (18%) Times of India Veja Gazeta Mercantil Top 10 specified media sources across all channels MSNBC ABC Google (9%) The Sunday Times RTL CNN (11%) Itogi ABC NTV Economic Times TV Globo Fox News BBC (10%) CCTV Bloomberg Financial Times La Tribune Google (9%) Xin Min Wan Bao/Weekly BBC (7%) Google (13%) BBC (12%) Bloomberg Bloomberg CBS Market Watch The Telegraph Google (9%) BBC (7%) Forbes CNews NIKKEI India Today Valor Economico RTE Google (7%) MSNBC The Guardian BBC (9%) Google (6%) Business Week Yangcheng Wan Bao Japan Today Business Today Bloomberg OE8a. Thinking about these sources as well as other newspapers, business magazines, TV news, Web sites and radio stations that you have access to, which specific news sources do you rely on the MOST for information about companies? Please select up to three Opinion Elites (18 Countries) ---- Outside of the US, CNN refers to CNN International Trust Barometer 20

21 Credibility of Sources: Media Especially Business Magazines Most Credible Canada Sweden Russia 1) Business magazines 1) Analyst reports 3) Friends/peers 1) Radio 1) Analyst reports 2) Business magazines 1) Business magazines 1) Analyst reports 3) Friend/peers USA 1) Business magazines 2) Analyst reports 3) Radio news coverage Ireland 1) Business magazines 2) Analyst reports 2) Radio news coverage Poland 1) Analyst reports 2) Business Magazines 2) Company communications Japan 1) Newspapers 2) Analyst reports 3) TV news coverage Mexico 1) Analyst reports 2) Free content encyclopedia 3) Business magazines Brazil UK 1) Analyst reports 2) Radio news coverage 3) Business magazines Netherlands 1) TV news coverage 2) Radio new coverage 3) Analyst reports China 1) TV news coverage 2) Friend/peers 3) Radio news coverage India 1) Business magazines 2) Friend/peers 3) Newspapers C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely credible, very credible, somewhat credible, or not credible at all? (18 Countries) France 1) Analyst reports 2) Business magazines 3=) Conversations with friend/peers 3=) TV talk shows Spain 1) Business magazines 1) Analyst reports 3) Newspapers Germany 1) Business magazines 2) TV news coverage 3) Analyst reports 3) Radio news coverage Italy 1) Business magazines 2) Analyst reports 2) Friends/peers 1) Business magazines 1) Analyst reports 3) TV news coverage South Korea 1) Business magazines 2) Newspapers 3) Analyst reports 2008 Trust Barometer 21

22 The Most Used Sources Are Generally the Most Credible Usage Cross-tab of media usage vs. credibility Articles in newspapers Television news coverage Articles in business magazines A company s own Web site Corporate or product advertising Television talk shows Conversations with your friends and peers Communications issued by companies such as press releases, annual reports, and newsletters News coverage on the radio Stock or industry analyst reports Mainstream Corporate Social Web-based video sharing sites (such as You-Tube) Online message boards, forums or newsgroups Free content encyclopedia, such as Wikipedia Blogs Social networking sites (such as Myspace or Facebook) Credibility C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely credible, very credible, somewhat credible, or not credible at all? C1. From which of the following sources do you get information about companies on a regular basis? 2008 Trust Barometer 22

23 Younger Elites Rely More on Social Media for Business Information Regularly Used Sources for Information on Companies * Television news coverage Articles in newspapers Articles in business magazines Conversations with your friends and peers A company s own Web site News coverage on the radio Corporate or product advertising Communications issued by companies Online message boards, forums or newsgroups Stock or industry analyst reports Television talk shows Free content encyclopedia, such as Wikipedia Blogs Web-based video sharing sites (such as You-Tube) Social networking sites (such as Myspace or Facebook) C1. From which of the following sources do you get information about companies on a regular basis? Opinion Elites (12 Countries) * * * Statistically higher than comparable age group at the 95% confidence level. * * * 29% 30% 30% 30% 24% 23% 17% 21% 19% 20% 16% 69% 72% 67% 72% 61% 61% 55% 51% 51% 49% 45% 47% 43% 44% 40% 41% 38% 37% 42% % 20% 40% 60% 80% Opinion Elites Opinion Elites 2008 Trust Barometer 23

24 Wikipedia Considered the Second Most Credible Source by Young Americans; Advertising Less Credible US - Credibility of Sources for Information on Companies Articles in business magazines Free content encyclopedia, such as Wikipedia News coverage on the radio Stock or industry analyst reports Conversations with your friends and peers Articles in newspapers Television news coverage Television talk shows Communications issued by companies Online message boards,forums or newsgroups A company s own Web site Blogs Web-based video sharing sites (such as You-Tube) Social networking sites such as Myspace or Facebook Corporate or product advertising 29% 28% 23% 22% 55% 53% 51% 51% 48% 46% 45% 43% 38% 37% 62% C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely credible, very credible, somewhat credible, or not credible at all? % 10% 20% 30% 40% 50% 60% 70% Opinion Elites Opinion Elites (12 Countries) 2008 Trust Barometer 24

25 Spokespeople: Person Like Yourself and Experts Continue as Most Credible Spokespeople (18 Country Data 35-64) 2008 Trust Barometer 25

26 Companies should use a mix of spokespeople Credible Spokespeople - Person Like Yourself and Experts Credibility North America % Latin America % A person like yourself Academic Financial or industry analyst Doctor or healthcare specialist Non-profit organization or NGO representative Regular employee of a company CEO of a company Government official or regulator EU % Asia % #1 Credible Spokesperson Person like yourself USA, CAN, DEU, ESP, NLD, SWE, BRA Experts (Analysts, Academics) UK, FRA, ITL, ESP, IRL, RUS, POL, CHN, JAP, KOR, IND, MEX Most Credible Spokesperson Second Most Credible Spokesperson Entertainer/ athlete Blogger C18-C27. In general, when forming an opinion of a company, if you heard information about a company from [INSERT PERSON], how credible would the information be? If you have not heard of this kind of person, just say so. Would the person be extremely credible, very credible, somewhat credible, or not credible at all? Opinion Elites (18 Countries) 2008 Trust Barometer 26

27 A Person Like Me Defined More By Common Interests Than By Shared Demographics or Religion Ranking of Characteristics Likely to Increase Trust of Someone Sharing Information About a Company Shares common interests with you 61% Holds similar political beliefs to you 44% Is the same profession as you 31% Is from your local community Is the same nationality as you Is the same age as you 20% 18% 23% Political increased significantly in 9 countries since 2007 Is the same religion as you Is the same gender as you 10% 8% 0% 10% 20% 30% 40% 50% 60% 70% C29. All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone sharing information about a company? Are you MOST likely to trust the person if he/she Opinion Elites (18 Countries) 2008 Trust Barometer 27

28 China vs. India A Distant Mirror Trust in Institutions Business China 54% India 74% Government 79% 49% Credibility of Information Sources Newspapers 45% 59% Business magazines 38% 69% Credibility of Spokespeople Financial Analyst 47% 75% CEO 44% 66% Academics 52% 65% 2008 Trust Barometer 28

29 Why Trust Matters: Elites Will Act Positively Based On Trust Or Negatively Based on Distrust In Companies (18 Country Data 35-64) 2008 Trust Barometer 29

30 Both Trust and Distrust Drive Actions - Positive or Negative Negative Distrust Company Positive action employed as frequently as negative Trust Company Positive 85% Buy/Do not buy their products or services 88% 78% Share your opinion with others 84% 56% Support/Oppose plans to locate in your community 64% 83% Choose/Refuse to invest in them 61% 50% Share your experiences online 52% 44% Write a letter or to media, politician, or official third 37% 34% Actively demonstrate against them NA -100% -80% -60% -40% -20% 0% 0% 20% 40% 60% 80% 100% D1/D6. When you think of companies that you (trust vs. do not trust), how likely are you to take each of the following actions in relation to those companies? Opinion Elites (18 Countries) 2008 Trust Barometer 30

31 Information is Shared Most With Friends and Families; Influence Extends to Professional Peers and Co-workers With Whom Do You Frequently Share information About Companies? North America % Latin America % EU % Asia % Family Friends People in your professional network Coworkers People in the community where you live People you know through schools or educational organizations People you know through volunteer work People you know through political groups or organizations People you know through religious organizations People in online forums, groups or networks C30. With whom do you frequently share opinions about companies? Opinion Elites (18 Countries) 2008 Trust Barometer 31

32 Younger Opinion Elites Are More Likely To Talk Online About Companies They Do and Do Not Trust Trusted Companies Share your opinion and experiences on the web 56% 63% * Distrusted Companies 0% 20% 40% 60% 80% 100% Share your opinion and experiences on the web 54% 61% * % 20% 40% 60% 80% 100% * Statistically higher than comparable age group at the 95% confidence level. D6. When you think of companies that you do not trust, how likely are you to take each of the following actions in relation to those companies? Would you say that you are very unlikely, somewhat unlikely, somewhat likely or very likely to do each of the following? Opinion Elites 2008 Trust Barometer 32

33 Four Drivers of Trust Globally Customer, Corporate Reputation, Leadership, Local Familiarity (18 Country Data 35-64) 2008 Trust Barometer 33

34 The Four Drivers of Business Trust Globally Customer Corporate Reputation Leadership Local Familiarity Quality of products and services Customer service Value for money of products and Company s overall reputation Social and environmental track record Reputation as a place to work Financial performance Respected CEO or leader Industry sector The company s presence in your area Someone you trust works for the Headquarters nationality 94% 92% 87% 90% 83% 81% 76% 71% 67% 63% 59% 58% % 20% 40% 60% 80% 100% B1. When you think of individual companies that you trust, how important are each of the following factors to building your trust in that company? Please use a nine-point scale where one means "it is not at all important" and nine means "it is extremely important Opinion Elites (18 Countries) 2008 Trust Barometer 34

35 Job Creation is the Most Important Driver of Local Reputation Important Factors for Building Local Reputation Creates jobs in your area 71% Practices sound environmental policies 57% Respects local customs and traditions 49% Doesn t push out the local competition 32% Takes a leadership role in issues relevant to your community Makes charitable contributions in your community Markets its products in your area 25% 24% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% Every region rates job creation first. B2. Which of the following actions do you believe are most important for a global company seeking to build its local reputation in your area? Please select THREE of the following. The company Opinion Elites (18 Countries) 2008 Trust Barometer 35

36 Trust Influences Company s Brand Equity, Stock Price and License to Operate Trust Factors Trust Actions Trust Outcomes Customers Pay premium for products or services Buy/refuse to buy products or services Speak negatively about the company s products or services Price premium Sales Brand image Reputation Share positive/negative opinions on the Customers web Reputation Investigate more about their activities Actively demonstrate against them Awareness Favorability Leadership Write a letter of support to an official third Local party Familiarity Invest/refuse to invest Leadership in them Stakeholder pressure Stock price Local Familiarity Support/oppose plans to locate in your community Support legislation limiting their activities Local support License to operate 2008 Trust Barometer 36

37 Activating Trust Communicating to Distinct TrustHolder Personalities (12 Country Data 25-64) 2008 Trust Barometer 37

38 Four Distinct Segments Differentiating How Opinion Elites Develop and Act on Trust Activated Opinion Elites Social Networkers Social Activists Solo Actors Uninvolved Global % of Elites Defining Actions 39% 26% 11% 24% Frequently share views on companies by word of mouth Seeks company opinions from trusted sources Want companies to listen Support or complain to media or officials Actively demonstrate Share experiences online Oppose or support locally Buy or refuse to buy brands Invest or refuse to invest Recommend or criticize company to others Not defined by actions/attitudes in relation to trusted or distrusted companies. Support regulatory controls Investigate more about activities Pay a premium for a trusted brand 2008 Trust Barometer 38

39 Reaching and Motivating Engaged TrustHolders Social Networkers Social Activists Solo Actors Uninvolved Global % of Elites 39% 26% 11% 24% Trust in business 61% 57% 45% 48% Triggers to Action Sources of Information Who they influence Marketing practices Financial performance Health influence Safety track record Environmental record Behavior as employer Traditional media + Peer conversations, radio, advertising, company communications, talk shows Friends/family; professional network + Community/school groups; online groups Community impact Corporate philanthropy Labor relations Environmental record Traditional media + Online boards or forums, video, blogs, social networking sites Friends/family; professional network + Schools, online groups, political groups Product/service quality Customer service Pricing Traditional media + TV news, analyst reports, Wikipedia Friends/family; professional network Not defined by actions/attitudes in relation to trusted or distrusted companies. Traditional media + Advertising Themselves 2008 Trust Barometer 39

40 The Evolving Trust Landscape - Implications Business has a historic opportunity for trust leadership Take on broader social challenges as part of the corporate remit Business is moving closer to the center of trust, as making money and doing good become compatible trust imperatives In conjunction with NGOs Recognize Younger Elites as the Info-ential Generation Positively inclined towards business Listening to more voices Constantly reviewing the scene, demanding immediacy and transparency Use both top down mainstream information sources, along with peer-to-peer communications to engage with opinion elites Media attitudes and behaviors remain local, not global continue to respect differences across markets Reach younger elites are by communicating across multiple platforms, including more social media Change tone from pronouncing to inviting participation by ceding some control in return for credibility Use different types of spokespeople to share information about companies --- such as person like yourself, employees AND expert individuals (doctors, academics and industry analysts) Engage influential TrustHolders in conversation to motivate positive actions, and minimize negative responses. Recognize that two-thirds of opinion elites represent your most influential and activated trust audiences Social Networkers and Social Activists Companies can move to trust leadership by building reputation and encouraging conversation, rather than just playing defense on crisis management 2008 Trust Barometer 40

41 About the Edelman Trust Barometer The 2008 Edelman Trust Barometer is the firm s ninth trust and credibility survey. The survey was produced by research firm StrategyOne. The survey was consisted of a thirty minute telephone survey conducted in October - November This year, the survey sampled for the first time two different age groups concurrently (25-34 and 35-64). For more information on the Edelman Trust Barometer and to view past results, please visit Trust Barometer 41

42 About Edelman About Edelman Edelman is the world s largest independent public relations firm, with 3,000 employees in 51 offices worldwide. Edelman was named a top- 10 firm in Advertising Age's 2007 Agency A-List, the first and only PR firm to receive this recognition. CEO Richard Edelman was cited as "2007 Agency Executive of the Year" by both Advertising Age and PRWeek. PRWeek named Edelman Large Agency of the Year in 2006 and awarded the firm its Editor s Choice distinction. For more information visit Trust Barometer 42