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1 © Edelman, 2012. All rights reserved.
2012EDELMAN TRUST BAROMETERMALAYSIA RESULTS
2 © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – Malaysia FindingsMETHODOLOGY OVERVIEW
Twelfth annual studyOnline survey in 25 countries30,000+ respondents
1,000 general population respondents per countryAges 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
* This year Informed Publics were surveyed via online methodology instead of telephone** New country included in this year’s study
GENERAL PUBLIC
INFORMEDPUBLIC25-64
INFORMEDPUBLIC35-64
Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia**
Indicates Global Data
APAC Indicates Asia Pacific Region Data
Malaysia sample: 1,000 general population respondents & an oversample of 200 Informed Publics
Indicates Malaysia Data
3 © Edelman, 2012. All rights reserved.
Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Trust is now an essential line of business2010
Rise of authority figures2011
4 © Edelman, 2012. All rights reserved.
5 © Edelman, 2012. All rights reserved.
TRUSTERS
NEUTRAL
DISTRUSTERS
GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32
GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39
20122011>
>
>
<
<
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 25 countries in 2012
<
Nearly twice as many countries are now skeptics; Malaysia is in the neutral zone
6 © Edelman, 2012. All rights reserved.
Energy
Media
Financial services
Banks
75%
54%
55%
71%
29%
33%
38%
51% -20
-21
-46
-17
TRUST IN INDUSTRIES
CREDIBLE SPOKESPEOPLE
8%14%
16%18%22%24%
32%
42%
63%
40%
59%
48%
39%
67%70%
65%
-23-38
-43
-17
-30-26
-55-43
Technical Expert
Academic or Expert
CEO A Person Like
Yourself
NGO Represent.
Regular Employee
Financial/ Industry Analyst
Government Official
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 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); 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
- 12 - 21 - 26
TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64
Business Media NGOs Government
53% 47% 48% 36% 51% 30% 51% 25%
TRUST IN INFORMATION SOURCES
-16
Newspaper
-26
TV
-13
Radio
-13
Magazines
2011 Informed Public
2012 Informed Public
The Fragility of Trust: Focus on Japan
7 © Edelman, 2012. All rights reserved.
49% 52%46%
56%53%
47%
TRUST IN INSTITUTIONS
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total
Globally, trust in three of four institutions declines; only media rises
Business
Media
2011 Informed Public2012 Informed Public2012 General Public
58%
50%
NGOs
61%
52%
43%38%
Government
8 © Edelman, 2012. All rights reserved.
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
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 the Asia Pacific Region (excludes Hong Kong and Malaysia)
In Asia Pacific, government the only institution to suffer decreased trust
NGOs
Business
Media
Government
2011 Informed Public2012 Informed Public2012 General Public
0.44
0.54
0.640000000000001
APAC
0.51
0.620000000000001
0.610000000000001
0.53
0.6300000000000010.61000000
0000001
0.52
0.6400000000000010.62000000
0000001
9 © Edelman, 2012. All rights reserved.
0.520.49
0.460.47
0.58
0.68
0.58
0.65TRUST IN INSTITUTIONS – MALAYSIA
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 Malaysia
NGOs
Business
Media
Government
2012 Informed Public2012 General Public
Malaysian Informed Publics are more trusting of NGOs than the General Public, while trust in other institutions is on par
10 © Edelman, 2012. All rights reserved.
2007 2008 2009 2010 2011 201220%
30%
40%
50%
60%
70%
80%
52% 53% 54%57%
59%
54%
44%48% 46%
45% 46%
47%52%
51%49%
53%53%
47%
40%43% 44%
46% 49%
38%
NGOs
Media
Business
Government
BUSINESS
GOVERNMENT
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)
Globally, NGOs and business fall to 2009 trust level – government record decline
11 © Edelman, 2012. All rights reserved.
TRUST IN INSTITUTIONS – MALAYSIA
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Malaysia
NGOs Business Government Media
68%65%
49% 47%
Roughly two-thirds in Malaysia trust NGOs and business, while government and media are trusted by slightly less than half
12 © Edelman, 2012. All rights reserved.
Several mature economies see double-digit drops in business trust; Malaysian trust in business strong at 65% TRUST IN BUSINESS
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 25 countries
N/A N/A
TrustTrust Trust Steady
50%
2011 Informed Public2012 Informed Public
GlobalChina
Canad
aU.S.
Australi
a
Poland
Sweden
Russia
India
Singa
poreIta
ly
Indonesia
Irelan
d
Mexic
oU.K.
Argentina
Japan
Netherla
ndsUAE
South
Korea
German
yBra
zil
Fran
ceSp
ain
Mala
ysia
Hong Kong
56%
61%
50%
46%
54%
44%
52%
41%
70%67%
64%
80%
46%
81%
44%
63%
53%
74%78%
46%
52%
81%
48%
53%53%
71%
56%
50%
57%
46%
54%
41%
69%66%
62%
78%
43%
77%
38%
57%
47%
65% 67%
31%34%
63%
28%32%
65%
47%
13 © Edelman, 2012. All rights reserved.
45%
47%
51%
53%
56%
59%
60%
62%
64%
66%
79%Technology
Automotive
Food and beverage
Consumer packaged goods
Telecommunications
Brewing and spirits
Pharmaceuticals
Energy
Media
Banks
Financial services48%
50%
52%
57%
57%
60%
61%
64%
67%
67%
80%
2011
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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total
TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION
Technology
Telecommunications
Automotive
Food and beverage
Pharmaceuticals
Energy
Consumer packaged goods
Brewing and spirits
Media
Banks
Financial services
2012
Asia Pacific more trusting of nearly all industries than their global peers; Banks are third most trusted in APAC, but second from bottom globally
2012APAC
85%*
76%*
67%*
66%*
69%*
57%
67%*
65%*
62%*
70%*
63%*
#1
#2
#3
*Significant difference at the 95% confidence level vs. 2012 global
2009: 58%
2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16
14 © Edelman, 2012. All rights reserved.
Brewing and spirits
Financial services
Media
Energy
Consumer packaged goods
Food and beverage
Pharmaceuticals
Banks
Telecommunications
Automotive
Technology
59%
62%
63%
65%
66%
66%
66%
68%
68%
77%
85%
Brewing and spirits
Consumer packaged goods
Media
Financial services
Food and beverage
Energy
Pharmaceuticals
Banks
Automotive
Telecommunications
Technology
54%
59%
64%
66%
66%
68%
72%
75%
77%
78%
87%
20122011
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 Asia Pacific (excludes Hong Kong and Malaysia)
TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
Top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted
APAC
15 © Edelman, 2012. All rights reserved.
2012
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 Malaysia
TRUST IN INDUSTRIES – MALAYSIA
Technology
Telecommunications
Banks
Financial services
Automotive
Food and beverage
Pharmaceuticals
Consumer packaged goods
Energy
Media
Brewing and spirits
85%
81%
78%
77%
75%
75%
74%
70%
67%
51%
33%
Technology and telecommunications top the most trusted industries in Malaysia; Brewing & spirits the only industry trusted by less than half
16 © Edelman, 2012. All rights reserved.
Q16-26. [Banks 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 35-64 in China, India, Japan & South Korea
TRUST IN BANKS
Dramatic fall for banks in Japan and S. Korea; now at levels seen in West
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
75%72%
84%85% 88%
82%77%
83%
81%83%
87%
90%
58% 59% 52%
51%
68%
49%
64%67%
51%
76%
55%
38%
China
India
Japan
South Korea
17 © Edelman, 2012. All rights reserved.
Q16-26. [Banks 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore
TRUST IN BANKS
Trust in banks is high in Malaysia
2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
30% 32%
26%
45%
0.82
84%88% 89% 88%
0.77
69% 67% 66%
Australia
Hong Kong
Indonesia
Malaysia
Singapore
18 © Edelman, 2012. All rights reserved.
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
76%
78%
90%
83%
95%93%
87%91%
93%
88%93% 93%
78% 77%86%
80% 79%
73%76% 76%
78%
89%
83%78%
China
India
Japan
South Korea
Q16-26. [Technology 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 35-64 in China, India, Japan & South Korea
TRUST IN TECHNOLOGY
Trust in technology remains high in Asia Pacific markets
19 © Edelman, 2012. All rights reserved.
2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
60%
68%64%
84%0.85
87%
94%97%
87%83% 81% 86%
Australia
Hong Kong
Indonesia
Malaysia
Singapore
Q16-26. [Technology 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore
TRUST IN TECHNOLOGY
Over eight out of ten trust technology in Malaysia
20 © Edelman, 2012. All rights reserved.
Global
Irelan
dIndia
Canad
aU.S.
German
y
Sweden
Singa
pore U.K.
Australi
a
Mexico
UAERussi
aChina
Poland
Italy
Netherla
nds
South
Korea
France
Argentina
IndonesiaSp
ainJap
anBraz
il
Hong Kong
Malaysi
a
52%
20%
44%
52%
40%
33%
64%
77%
43%
52%
42%
88%
39%
88%
42%45%
75%
50% 49%
54%
62%
43%
51%
85%
43%
35%
53%56%
43%
33%
62%
73%
38%
47%
35%
78%
26%
75%
28%31%
61%
33%31%
36%
40%
20%
25%
32%
62%
49%50%
TRUST IN GOVERNMENT
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 25 countries
2011 Informed Public2012 Informed Public
TrustTrust Steady
N/A N/A
Trust
Majority of countries now distrust government; Just under half of Malaysians trust government
21 © Edelman, 2012. All rights reserved.
50%
TRUST IN MEDIA
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 25 countries
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
Media only institution to see trust rise globally; In Malaysia, trusted by slightly less than half
GlobalIndia U.S. U.K.
Italy
Australi
a
Canad
a
Singa
pore
German
y
Sweden
Spain
China
Mexico
Irelan
dRussi
a
France
Poland
Indonesia
Netherla
nds
South
Korea
Argentina
UAEBraz
ilJap
an
Hong Kong
Malaysi
a
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%52%
70%
45%
37%
57%
43%
54%
65%
42%38%
46%
79%
65%
35%33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%
22 © Edelman, 2012. All rights reserved.
Once (1), 2%Twice (2), 12%
Three times (3), 36%
Four or Five times (4-5), 28%
Six to Nine times (6-9), 7%
Ten or more times (10+), 14%
Three to Five times
64%
Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Asia Pacific Region
ASIA PACIFIC REGION
Skepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
APAC
23 © Edelman, 2012. All rights reserved.
Once (1), 4%
Twice (2), 13%
Three times (3), 36%
Four or Five times (4 - 5), 30%
Six to Nine times (6-9), 4%
Ten or more times (10+), 12%
Three to Five times
66%
Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Malaysia
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA
In Malaysia, skepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
24 © Edelman, 2012. All rights reserved.
33%
22%
9%
18%
32%
28%
17% 18%
2011 Informed Public
2012 Informed Public
ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE
27%+89%+
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 Asia Pacific Region (excludes Hong Kong and Malaysia)
Diversification of MediaTRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
APAC
25 © Edelman, 2012. All rights reserved.
29%25%
19%
29%
2012 Informed Public
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 Malaysia
TRUST IN INFORMATION SOURCES – MALAYSIA
ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE
Diversification of Media
26 © Edelman, 2012. All rights reserved.
50%
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
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 25 countries
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
NGOs still most trusted institution, despite some drops; Nearly seven out of ten in Malaysia trust NGOs
GlobalChina
India
South
Korea
Argentina
Italy
U.K.U.S.
France
Australi
a
Singa
pore
Irelan
d
Poland
Canad
aUAE
Mexico
German
ySp
ain
Sweden
Indonesia
Netherla
ndsRussi
aJap
anBraz
il
Hong Kong
Malaysi
a
61%63%
61% 62%
70% 70%
51%55%
58%
65% 64%
53%56%
72% 72%
85%
55%
60%
53%
66%
72%
42%
51%
80%
58%
79%
67% 67%
75% 74%
54%58%
60%
65%64%
53% 55%
66% 66%
78%
48%51%
41%
53%
59%
28%30%
49%
70%68%
27 © Edelman, 2012. All rights reserved.
2004 2005 2006 2007 2008 2009 2010 2011 201220%
30%
40%
50%
60%
70%
80%
31%
79%
0.52
0.68
42%
28%
0.39
0.72
China
India
Japan
South Korea
NGOs surge in China and IndiaTRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
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 35-64 in China, India, Japan and South Korea
28 © Edelman, 2012. All rights reserved.
2009 2010 2011 201220%
30%
40%
50%
60%
70%
80%
60%66%
76%
51%
58%
67%
52%
61%
Australia
Hong Kong
Indonesia
Malaysia
Singapore
Roughly two-thirds in Malaysia trust NGOs to do what is rightTRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
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 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore
29 © Edelman, 2012. All rights reserved.
30 © Edelman, 2012. All rights reserved.
Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly converges this year
2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
67%
74%65% 67%
70%
69%
41%49%
43% 43%45%
52%
India
2005 2006 2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
43%
66%
52%
61% 63%
54%57%
47%
31%
41%
53%
45% 45% 43%
53%
28%
Japan
2006 2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
46% 46% 43% 45%48%
43%
31%29% 26%
40%38%
47%43% 34%
South Korea
2004 2005 2006 2007 2008 2009 2010 2011 20120%
20%
40%
60%
80%
100%
50%
35%
56%
67%
54%
71%66%
38%
66%
67%63%
83%78% 79% 80%
77% 72% 75%
China
Q11-14. [Business in General and 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 35-64 in Japan, India, South Korea and China
TRUST IN BUSINESS AND GOVERNMENTBusiness
Government
31 © Edelman, 2012. All rights reserved.
2009 2010 2011 20120%
20%
40%
60%
80%
100%
68% 70%
81% 81%
52%
69%
55%
40%
Indonesia
2009 2010 2011 20120%
20%
40%
60%
80%
100%
39%
39%
50% 53%53%
37%
49% 48%
Australia
2010 2011 20120%
20%
40%
60%
80%
100%
61%66%
67%
83%
74% 70%
Singapore
Q11-14. [Business in General and 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 35-64 in Australia, Indonesia and Singapore
TRUST IN BUSINESS AND GOVERNMENTBusiness
Government
Trust in business and government also tends to move in sync in Australia, while Indonesia and Singapore less likely to follow this trend
32 © Edelman, 2012. All rights reserved.
Asia Pacific more likely than global peers to view CEOs and government officials as credible spokespeople
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A person like yourself
Technical expert in the company
Academic or expert
29%
38%
46%
50%
50%
65%
66%
68%
Regular employee
Government official or regulator
A person like yourself
NGO representative
CEO
Financial or industry analyst
Technical expert in the company
Academic or expert
34%
43%
43%
47%
50%
53%
64%
70%
CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION
20122011
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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region
63%*
65%
60%*
41%*
49%
46%
46%*
33%*
2012APAC
#2
#1
#3
*Significant difference at the 95% confidence level vs. 2012 global
33 © Edelman, 2012. All rights reserved.
Government official or regulator
Regular employee
Financial or industry analyst
CEO
NGO representative
A person like yourself
Academic or expert
Technical expert in the company
31%
41%
44%
46%
47%
60%
61%
64%
Regular employee
A person like yourself
NGO representative
Government official or regulator
Financial or industry analyst
CEO
Technical expert in the company
Academic or expert
33%
37%
43%
47%
51%
58%
61%
68%
20122011
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 Asia Pacific Region (excludes Hong Kong and Malaysia)
+ 23
- 12
+ 8
- 16
Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012
- 7
- 7
+ 4
CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA)
APAC
34 © Edelman, 2012. All rights reserved.
Technical expert in the company
Academic or expert
A person like yourself
Financial or industry analyst
CEO
NGO representative
Government official or regulator
Regular employee
72%
70%
62%
61%
51%
51%
32%
32%
CREDIBLE SPOKESPEOPLE – MALAYSIA
2012
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 Malaysia
Technical experts and academics are the most credible spokespeople in Malaysia; government officials and regular employees tie at the bottom
35 © Edelman, 2012. All rights reserved.
CEO credibility returns to low of 2009 in South Korea and drops even further in Japan
2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
34%
44%
44%
51%
46%45%
60%
66%60% 59%
83%
63%
37%
32%
46%
49%
68%
22%
37%41%
33%
53%56%
28%
China
India
Japan
South Korea
Q119-126. [A CEO of a company 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 35-64 in China, India, Japan and South Korea
CEO CREDIBILITY
36 © Edelman, 2012. All rights reserved.
Just under half in Malaysia view CEOs as credible
2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17%
34%
44%
32%
0.46
37%
53% 51%
42%
0.48
68%
53%
47%
Australia
Hong Kong
Indonesia
Malaysia
Singapore
Q119-126. [A CEO of a company 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 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore
CEO CREDIBILITY
37 © Edelman, 2012. All rights reserved.
50%
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 25 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 25 countries
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
Business LeadersGovernment Leaders
GlobalIta
lySp
ain
Irelan
dU.K.
France
German
y
Australi
aU.S.
Russia
Mexico
Poland
Canad
a
Netherla
nds
S. Kore
aBraz
ilIndia
Argentina
Sweden
IndonesiaJap
an
Hong Kong
China
Malaysi
aUAE
Singa
pore
27%
51%
44%
48%
42%
50%
36%
40% 38%
23%
13%
34% 36% 34%
21%
10% 10%
14%
26%
5%
11%
28%
24%
9%
14%17%
46%
73%69% 69%
66% 66% 65%
60%
53%51% 50%
47% 46% 46% 46%43% 43%
41% 40%
36%34%
30% 29%
24%
17%15%
Asia Pacific markets, including Malaysia, are more likely than other regions to trust both business and government leaders to tell the truth
38 © Edelman, 2012. All rights reserved.
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
PLACES CUSTOMERS AHEAD OF PROFITS
TREATS EMPLOYEES WELL
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
19%
31%
23%
29%
41%
26%
30%
29%
26%
27%
32%
28%
26%
27%
48%
36%
36%
38%
39%
41%
46%
49%
50%
55%
57%
60%
61%
62%
62%
64%
67%
67%
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
Closing the gap on expectations
Business ImportanceCompany Performance
Globally, business not meeting public’s expectations
-31
-19
-37
-36
-34
-29
-33
-31
-26
-20
-23
-5
-12
-16
-17
-7
GLOBAL
39 © Edelman, 2012. All rights reserved.
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
PLACES CUSTOMERS AHEAD OF PROFITS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
TREATS EMPLOYEES WELL
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
20%
31%
26%
24%
36%
26%
30%
28%
27%
26%
27%
33%
27%
28%
43%
35%
36%
38%
40%
42%
43%
47%
49%
52%
56%
58%
59%
59%
59%
61%
63%
63%-28
-20
-33
-32
-26
-32
-32
-29
-24
-19
-21
-7
-18
-14
-7
-16
Business also not meeting public’s expectations in Asia PacificGap
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 the Asia Pacific Region (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 the Asia Pacific Region
Closing the gap on expectations
Business ImportanceCompany Performance
ASIA PACIFIC REGION
APAC
40 © Edelman, 2012. All rights reserved.
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
TREATS EMPLOYEES WELL
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
PLACES CUSTOMERS AHEAD OF PROFITS
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
HAS ETHICAL BUSINESS PRACTICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
36%
24%
30%
39%
27%
37%
32%
34%
30%
33%
31%
33%
39%
41%
37%
47%
46%
47%
50%
52%
56%
57%
57%
59%
63%
63%
64%
65%
67%
68%
68%
69% - 22
- 31
- 27
- 28
- 32
- 33
- 30
- 33
- 25
- 25
- 20
- 29
- 13
- 20
- 23
- 10
Business not meeting public’s expectations in Malaysia tooGap
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 Malaysia (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 Malaysia
MALAYSIA Business ImportanceCompany Performance
41 © Edelman, 2012. All rights reserved.
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY
HAS TRANSPARENT AND OPEN PRACTICES
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
14%
16%
18%
18%
16%
19%
16%
17%
41%
52%
54%
56%
65%
65%
66%
67%
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
Government ImportanceGovernment Performance
-50
-50
-46
-49
-38
-36
-36
-27
Government not meeting public’s expectations GLOBAL
42 © Edelman, 2012. All rights reserved.
ASIA PACIFIC REGION
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 Asia Pacific Region; 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 Asia Pacific Region
-45
-46
-44
-37
-36
-31
-33
-25
Gap
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
HAS TRANSPARENT AND OPEN PRACTICES
COMMUNICATES FREQUENTLY AND HONESTLY
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
64%
64%
62%
59%
56%
51%
51%
41%
19%
18%
18%
22%
20%
20%
18%
16%
And government not meeting public’s expectations in Asia Pacific
Government ImportanceGovernment Performance
APAC
43 © Edelman, 2012. All rights reserved.
Government not meeting public’s expectations in MalaysiaGOVERNMENT IMPORTANCE VS. PERFORMANCE – MALAYSIA
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 Malaysia; 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 Malaysia
-45
-45
-46
-46
-39
-35
-31
-33
Gap
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY
HAS TRANSPARENT AND OPEN PRACTICES
COMMUNICATES FREQUENTLY AND HONESTLY
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
74%
72%
71%
71%
65%
62%
61%
56%
29%
27%
25%
25%
26%
27%
30%
23%
Government ImportanceGovernment Performance
44 © Edelman, 2012. All rights reserved.
50%
GlobalChina
Spain
Mexico
Irelan
d
Hong Kong
Brazil
France
Russia
Malaysi
aIta
lyU.K.
Argentina
Canad
aIndia
Indonesia
S. Kore
aU.S.
Australi
a
German
y
Sweden
Netherla
nds
Poland
UAEJap
an
Singa
pore
49%
77%
70%68%
64%61%
58%
54% 54% 54% 53%51% 50%
48% 48% 46% 45%
40% 40%38%
36% 35% 34%
30% 30%
25%
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 25 countries
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
Despite lack of trust in government, calls for increased regulations—especially in China, Hong Kong and Malaysia
45 © Edelman, 2012. All rights reserved.
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 Asia Pacific region
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly25%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries16%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis4%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities19%
Government SHOULD NOT PLAY A ROLE in business4%
PROTECT CONSUMERS from irresponsible business practices31% 30%
25%
20%
18%
4%
2%
GLOBAL APAC
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
Calls for greater protection and responsible behavior
Business can address on its own
Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%)• Unethical business practices (Global - 28%, APAC - 31%)• Shortcuts that lead to poor quality (Global - 21%, APAC -23%)
46 © Edelman, 2012. All rights reserved.
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? Informed Publics ages 25-64 in 25 country global total, Asia Pacific region and Malaysia; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Malaysia
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly23%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries17%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis4%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities19%
Government SHOULD NOT PLAY A ROLE in business1%
PROTECT CONSUMERS from irresponsible business practices37%
Malaysia
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
Calls for greater protection and responsible behavior
Business can address on its own
Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, Malaysia - 38%)• Unethical business practices (Global - 28%, APAC - 31%, Malaysia - 42%)• Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Malaysia - 11%)
47 © Edelman, 2012. All rights reserved.
48 © Edelman, 2012. All rights reserved.
THE DYNAMIC OF TRUST BETWEEN
BUSINESS & GOVERNMENT
2008-2009
BUSINESS CAN EARN LICENSE TO LEAD
Low trust in business and CEOs
Business leaders more trusted than
government leadersbusiness has advantage in 24 out of 25 markets
Dwindling trust in government
policy paralysis
Call for increased regulationprotection from irresponsible behavior sought
2011
Business has flexibility and speed
Government responds
49 © Edelman, 2012. All rights reserved.
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 25 country global total; 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) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total
1) Delivers consistent financial returns
2) Innovator of new products
3) Highly regarded, top leadership
3) Ranks on a global list
5) Partners with third parties
CURRENT TRUST BUILDING FUTURE TRUST
1) Listens to customer needs and feedback
1) High quality products or services
4) Places customers ahead of profits
4) Takes actions to address issue or crisis
3) Treats employees well
9) Works to protect/ improve environment
6) Has ethical business practices
7) Has transparent and open business
12) Innovator of new products
8) Communicates frequently and honestly
10) Addresses society's needs
11) Positively impacts the local community
15) Ranks on a global list
13) Highly regarded, top leadership
14) Delivers consistent financial returns
16) Partners with third parties
Societal
Operational
47% TRUST BUSINESS
Business: from license to operate to license to leadGLOBAL
SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST
CURRENT TRUSTDRIVEN BY OPERATIONAL ATTRIBUTES
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
50 © Edelman, 2012. All rights reserved.
Business: from license to operate to license to leadASIA PACIFIC REGION
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 the Asia Pacific Region; 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 the Asia Pacific Region (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of the general population
51% TRUST BUSINESS
1) Delivers consistent financial returns
2) Innovator of new products
3) Ranks on a global list
4) Highly regarded, top leadership
5) Partners with third parties
1) High quality products or services
1) Listens to customer needs and feedback
3) Takes actions to address issue or crisis
4) Treats employees well
4) Has ethical business practices
4) Has transparent and open business
7) Places customers ahead of profits
8) Communicates frequently and honestly
9) Works to protect/improve environment
10) Addresses society's needs
11) Positively impacts the local community
12) Innovator of new products
13) Delivers consistent financial returns
14) Highly regarded, top leadership
15) Ranks on a global list
16) Partners with third parties
CURRENT TRUST BUILDING FUTURE TRUST
Societal
Operational
APAC
SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST
CURRENT TRUSTDRIVEN BY OPERATIONAL ATTRIBUTES
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
51 © Edelman, 2012. All rights reserved.
MALAYSIA
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 Malaysia; 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 Malaysia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
58% TRUST BUSINESS
1) Innovator of new products
2) Takes actions to address issue or crisis
1) High quality products or services
2) Listens to customer needs and feedback
2) Has transparent and open business
4) Has ethical business practices
5) Takes actions to address issue or crisis
6) Places customers ahead of profits
7) Treats employees well
7) Communicates frequently and honestly
9) Works to protect/improve environment
10) Addresses society's needs
10) Positively impacts the local community
12) Delivers consistent financial returns
13) Innovator of new products
14) Highly regarded, top leadership
15) Partners with third parties
16) Ranks on a global list
Business: from license to operate to license to lead
CURRENT TRUST BUILDING FUTURE TRUST
Societal
Operational
CURRENT TRUSTDRIVEN BY OPERATIONAL AND SOCIETAL ATTRIBUTES
SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
52 © Edelman, 2012. All rights reserved.
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
Earn License to Lead
53 © Edelman, 2012. All rights reserved.