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Edelman Trust Barometer - 2014 Australia Data
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#EdelTrust
A u s t r a l i a | # E d e l Tr u s t
#EdelTrust
ABOUT EDELMAN’S 14TH ANNUAL TRUST BAROMETER SURVEY
GLOBAL RESPONSE
GENERAL POPULATION
INFORMED PUBLICS
The 2014 Edelman Trust Barometer surveyed 33,000 people online across 27 countries between October 16 – November 2013.
There are 1,000 respondents surveyed per country including Australia. The 20 minute online interviews are conducted with general population aged 18 and over.
Edelman surveys an informed public demographic which meet the following criteria: university educated; household income in top quartile for age; read or watch business/news media at least several times a week; follow public policy issues several times per week. 500 respondents interviewed in the U.S. and China and 200 in other markets including Australia.
AUSTRALIA RESPONSE
In Australia we have collected six years of data with the informed public and three years of data with the general population.
Legend
2
#EdelTrust
EDELMAN TRUST BAROMETER IN RETROSPECT
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Rising influenceof NGOS
Earned mediamore credible
than advertising
Fall of thecelebrity CEO
“A person like me”emerges as credible
spokespersonRise of
authority figuresCrisis of
leadership
Truts shiftsfrom “authorities”
to peers
Young influencershave more trust
in business
Trust is nowan essential line
of business
BUSINESS TO LEADTHE DEBATE FOR CHANGE
Business mustpartner withgovernment
to regain trustU.S. companiesin Europe suffertrust discount
Business more trustedthan government
and mediaFall of
government
3
#EdelTrust
2013
21%17%
64%
70%
+6% +6%+11% +13%
2014 2013
8%11%
48%
59%
2014 2013
12% 16%
43%
56%
2014 2013
9%12%
42%
48%
2014
TOTAL TRUST TRUST A GREAT DEAL
REVERSAL OF FORTUNE: TRUST INCREASES ACROSS THE BOARD
NGOS Business Government Media
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
Trust in the four institutions
4
#EdelTrust
20%
30%
40%
50%
60%
70%
80%
2009 2010 2011 2012 2013 2014
70%
59%56%
48%
TRUST IN EVERY INSTITUTION AT ITS HIGHEST POINT SINCE 2009
NGOS Government Business Media
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'. (4 Box, Trust) Informed Publics.
Australia trust in the four institutions since 2009
5
#EdelTrust
DISTRUSTERS
2013 2014
TRUSTERS
UAECHINA
SINGAPOREINDONESIA
INDIAMALAYSIA
CANADANETHERLANDS
U.S.FRANCE
JAPANITALY
TURKEYSPAIN
IRELANDRUSSIA
POLAND
79 pts.79 pts.73 pts.72 pts.69 pts.65 pts.60 pts.60 pts.
MEXICOHONG KONGAUSTRALIA
BRAZILGERMANY
ARGENTINAU.K.
SWEDENS. KOREAS. AFRICA
59 pts.59 pts.58 pts.57 pts.57 pts.53 pts.52 pts.51 pts.51 pts.50 pts.
49 pts.46 pts.44 pts.43 pts.41 pts.39 pts.39 pts.37 pts.35 pts.
NEUTRAL
50 pts.
60 pts.
+8 pts.
50
58
AUSTRALIA IS ONE OF THE FEW COUNTRIES
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). Informed Public
6
to see a significant lift in trust
#EdelTrust
BUT ALSO REVEALS A GROWING DIVIDE
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). Informed Public and General Public. 7
DISTRUSTERS
2013 2014
TRUSTERS
UAECHINA
SINGAPOREINDONESIA
INDIAMALAYSIA
CANADANETHERLANDS
U.S.FRANCE
JAPANITALY
TURKEYSPAIN
IRELANDRUSSIA
POLAND
79 pts.79 pts.73 pts.72 pts.69 pts.65 pts.60 pts.60 pts.
MEXICOHONG KONGAUSTRALIA
BRAZILGERMANY
ARGENTINAU.K.
SWEDENS. KOREAS. AFRICA
59 pts.59 pts.58 pts.57 pts.57 pts.53 pts.52 pts.51 pts.51 pts.50 pts.
49 pts.46 pts.44 pts.43 pts.41 pts.39 pts.39 pts.37 pts.35 pts.
NEUTRAL
50 pts.
60 pts.
+8 pts.
50
39
58
GAP 14 pts.
+5 pts. 44
#EdelTrust
THE BUSINESS GOVERNMENT DYNAMIC
8
#EdelTrust
34%
10%
47%34%58%
11% 12%
24%
RENEWED OPTIMISM TEMPERED BY DESIRE FOR MORE REGULATION
Government Regulation of Business
Government Regulation of Financial Services Industry
Government Regulation of the Energy Industry
Government Regulation of the Food and Beverage Industry
Government regulation of business and sectors
Not enough Too much
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. 9
#EdelTrust
AUSTRALIANS WANT GOVERNMENT TO PROTECT US
Protect consumers from irresponsible business
Regulate business Build business infrastructure
Ensure free market access and open
competition
Most important role for government in business
from irresponsible business practice
Financially help business during
crises
32% 27% 19% 11% 3%
59%
Q149. [TRACKING] Which of the following is the most important role that government should play in business? General Publics, Australia 10
#EdelTrust
1% 5% 23% 30% 26%
AUSTRALIANS WANT GOVERNMENT TO PROTECT US
Protect consumers from irresponsible business
Regulate business Build business infrastructure
Ensure free market access and open
competition
Most important role for government in business
from irresponsible business practice
Financially help business during
crises
32% 27% 19% 11% 3%
53%
Q149. [TRACKING] Which of the following is the most important role that government should play in business? General Publics, Informed Public, Australia 11
#EdelTrust
TRUST IN BUSINESS
12
#EdelTrust
ENERGY AND TELCO INDUSTRIES LEAD OVERALL INCREASE IN TRUST
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
TechnologyConsumer electronic manufacturing
Brewing and spiritsFood and beverage
EntertainmentConsumer packaged goods
AutomotiveConsumer health companies
PharmaceuticalsTelecommunications
Financial servicesBanks
EnergyChemicals
Media
77%75%72%71%71%70%67%63%62%58%54%53%53%49%42%
(+12)
(+09)
(+14)
(+08)
(+13)
(+14)
(+11)
(+08)
(+07)
(+15)
(+11)
(+13)
(+20)
(+07)
(+11)
10% 20% 30% 40% 50% 60% 70% 80%
2013 2014vs.
Trust businesses in industries
13
#EdelTrust
ENERGY AND TELCO INDUSTRIES LEAD OVERALL INCREASE IN TRUST
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
TechnologyConsumer electronic manufacturing
Brewing and spiritsFood and beverage
EntertainmentConsumer packaged goods
AutomotiveConsumer health companies
PharmaceuticalsTelecommunications
Financial servicesBanks
EnergyChemicals
Media
77%75%72%71%71%70%67%63%62%58%54%53%53%49%42%
(+12)
(+09)
(+14)
(+08)
(+13)
(+14)
(+11)
(+08)
(+07)
(+15)
(+11)
(+13)
(+20)
(+07)
(+11)
46%46%
(+8)
(+8)
10% 20% 30% 40% 50% 60% 70% 80%
2013 2014vs.
Trust businesses in industries
14
#EdelTrust
NUANCE WITHIN EACH INDUSTRY SECTOR
Financial Services Industry Food and Beverage Industry Energy Industry
Financial Services Industry overall
Banks
Financial Advisory/ Asset Management
Insurance
Credit Cards/Payments
Food Industry overall
Food and Beverage Retailers
Food Service
Food and Beverage Manufacturers
Fast Food Restaurants
Renewables
Natural Gas
Utilities
Mining
Energy Industry overall
Oil
46%
46%
43%
38%
38%
68%
63%
62%
61%
45%
71%
51%
45%
44%
41%
39%
Trust businesses in each industry sector
Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors 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”. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. 15
#EdelTrust
LOW TRUST IN CHINA
China Japan U.S. South Korea
Trust in companies headquartered in the following countries
despite being Australia’s largest two-way trading partner
U.K.
26% 68% 62% 50% 74%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics. Australia's Top Two Way Trading Partners, DFAT Trade at a Glace 2012 Report based on ABS trade data
1 2 3 4 6
16
TWO-WAY TRADE PARTNERS
#EdelTrust
FAMILY-OWNED AND SMALL-AND MEDIUM-SIZED BUSINESSES
Family-owned Small-and medium-sized
Privately-held Publicly- traded
Trust in different types of businesses
have a trust advantage as Aussies prove skeptical of big business
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Publics.
Big business
17
State- 0wned
42% 49% 51% 57% 67% 76%
#EdelTrust
PUBLICLY TRADED COMPANY SEEN AS HAVING MORE POLITICAL INFLUENCE
and being less responsive to customer
Phrases associated with publicly-traded & privately-held businesses
Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics. 18
RESPONSIVE TO CUSTOMER NEEDS HAVE TOO MUCH POLITICAL INFLUENCE
Privately-held: 65%
Publicly-traded: 55%
Privately-held: 41%
Publicly-traded: 57%
Family-owned Small-and medium-sized
Privately-held Publicly- traded
Big business
State- 0wned
42% 49% 51% 57% 67% 76%
#EdelTrust
TRUST IN LEADERS
19
#EdelTrust
-2
0
+20
+11
+1
-2
+20
Academic or expert
Technical expert in the company
Financial or industry analyst
Regular employee
A person like yourself
NGO representative
Government official or regulator
CEO
70%
54%
33%
41%
47%
45%
19%
68%
65%
54%
53%
52%
48%
43%
39%
RISE IN CREDIBILITY OF INTERNAL SPOKESPEOPLE
Employees continue to be more credible than CEOs
Credibility of spokespeople
GAP 2009 2014
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics. 20
*Not tested in 2009
*
#EdelTrust
Tell you the truth, regardlessof how complex or unpopular it is
Tell you the truth, regardlessof how complex or unpopular it is
Government leaders
Somewhattrust
30%
Do nottrust at all
60%
Trust agreat deal
07%Trust on a
global scale
13%Trust on aglobal scale
20%
Somewhattrust
41%
Do nottrust at all
48%
Trust agreat deal
07%
Business leaders
THERE IS VERY LITTLE TRUST IN BUSINESS OR GOVERNMENT LEADERS
to tell the truth and act with integrity
Australia trust in business and government leaders to do the following
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
21
#EdelTrust
BUILDING TRUST
22
#EdelTrust
ACTIONS CEOS CAN TAKE TO BUILD TRUST
Communicate clearly and transparently
Tell the truth, regardless of how complex or unpopular it is
Engages with employees regularly to discuss the
state of the business
Is front and center during challenging times (products recall, lawsuits, etc…)
Actions a CEO can take to build trust in themselves and their company
Is personally involved in supporting local charities and good causes
88% 87%
84% 83%
72%
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) General Population.
Has an active media presence
56%
23
#EdelTrust
IT TAKES A CHORUS LEAD BY YOUR EMPLOYEES
Q197-201. We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics.
seen as most credible for customer service, business practices
Most trusted to provide credible and honest information
Customer service How a company serves
its customers and prioritises customer
needs ahead of company profits.
Leadership Accomplishments
and information about a company’s senior
leadership.
Business practices A company’s
business practices, both positive &
negative
24
Crisis A company
situation in a time of crisis
Innovation A Company’s
innovation efforts and new product
development.
17% 17%
36%
31%
28% 25% 25%
19%
30% 29%
18%
33%
24% 23%
21%
32% 30%
15%
32%
24%
Company’s CEO Company’s employee Activist consumer Academic
#EdelTrust
A DIVERSIFIED CHANNEL ENGAGEMENT STRATEGY
Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics.
is reinforced by the levels of trust across the different media sources
Trust in different sources of information
25
31%SOCIAL MEDIA
41%OWNED MEDIA
51%HYBRID MEDIA
63%TRADITIONAL MEDIA
#EdelTrust
MAKE IT FINDABLE: THE POWER OF SEARCH
Online search Television Newspaper
31%
Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) General Population
First sources of information
21% 23%
Online search Television Newspaper
22% 35% 18%
Online search Television Newspaper
34% 27% 18%
First source to turn to for GENERAL BUSINESS
information
First source to turn to for BREAKING NEWS
about business
First source to turn to for CONFIRM/VALIDE
breaking news about business
26
56% trust online search
#EdelTrust
Listen to customer
Is ethical
Treats employees well
High quality products
Acts responsibly in crisis
Customers before profits
Transparent & open
Communicates often
Positively impacts community
Addresses society needs
Protects environment
Admired top leadership
Innovator
Partners with NGOs
Consistent financial returns
Top global company
62% Importance
61% Importance
61% Importance
60% Importance
59% Importance
59% Importance
57% Importance
52% Importance
46% Importance
45% Importance
45% Importance
34% Importance
33% Importance
33% Importance
30% Importance
29% Importance
23% Performance
22% Performance
22% Performance
26% Performance
23% Performance
20% Performance
19% Performance
19% Performance
18% Performance
17% Performance
17% Performance
17% Performance
25% Performance
14% Performance
22% Performance
16% Performance
-39
-39
-39
-34
-36
-39
-38
-33
-28
-28
-28
-17
-08
-19
-08
-13
BUSINESS HAS A LONG WAY TO GO TO MEET AUSTRALIAN EXPECTATION
Q80-Q95. [TRACKING] 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) Informed Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General Publics.
Business importance vs. business performance on 16 trust drivers
27
#EdelTrust
A u s t r a l i a | # E d e l Tr u s t
www.edelman.com.au\trust
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