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2015EDELMAN TRUST BAROMETERCHINA RESULTS2015
EDELMAN TRUST BAROMETERCHINA RESULTS
PG 2
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• Ages 25-64
• 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
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
PG 3
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
THE TRUST INDEX:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2014
TRUSTERS from 30% to 22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS from 33% to 48% in 2015
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Informed
Public
PG 4
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-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, 27-country global total.
% Trust
53
78
70 71
60
4548
40 40
35
42
30
19
79
70
6163
5558 59
54
48
63
54
4144
3740
51
80 7976
62
51 5048 47
44 43 42
20
77
59 57 5652
47 46 45 43 41 4038
34 3431
PG 5
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-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, 27-country global total.
TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING
2014 2015
Informed
Public
% Trust
66
7673
6462 61 62
59
47
75 74
84
76 76
70
75
6770
77
67 6669
58
67
58
41
47
37
63
8177
71 7065 64 63
58
74 73 72 71 7168 67 67 66
63 62 6159
57
5148
38 37
29
PG 6
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what
is right using a nine-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, 27-country global total.
TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
3237
34
28
19
24
1821
75
63
56
5154
4543
45 45
23
17
48
90
82 82
72
65
5450
43 42 4137
3330
2826 26
70
59
49 4945
42 41 40
33
2116
PG 7
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-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, 27-country global total.
TRUST IN BUSINESS:HALF BELOW 50%
Informed
Public
2014 2015
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
56
51
59
53
6258 57
4549
4341
39
57
85 84 84
73
6664
60
53
4845
43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
PG 8
FOUR KEY FACTORS AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
PG 9
50%
76% 75% 75% 74%70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED
Most Trusted
Informed
Public
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 nine-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, 27-country global total.
PG 10
50%
57%
68%
State-owned Big Business Family-owned
Informed
Public
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 nine-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, in China and 27-country global total.
GLOBAL CHINA
TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. CHINA
ENTERPRISE TYPE
74%
83%
61%
State-owned Big Business Family-owned
PG 11
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN CHINA TODAY IS …
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, in China.
TRUST IN BUSINESS INNOVATION PACE IS TOO FAST BY A 2-TO-1 MARGIN
59% Too Fast19% Too Slow
Informed
Public
21% Just Right
51% Too Fast28% Too Slow 19% Just Right
PG 12
63%59%
77%
46%
59%
83%
15%12%
5%
15% 13%
4%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public2014 TRUST BAROMETER:
50% say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION
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, China. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / foodand beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, China.
PG 13
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN CHINA
Informed
Public
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in China.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business
and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed
Publics, in China.
ENGAGEMENT AND THIRD PARTY VALIDATION ARE ESSENTIAL
Make test results available publicly for review 86%
Partner with an academic institution 80%
Run a clinical trial or beta test 80%
Partner with an NGO 77%
Partner with government 74%
55% AGREE:
New developments are not tested
enough
COMMUNICATING VIA ENGAGEMENT
PG 15
Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a nine-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, in China.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN CHINA
SEARCH ENGINES AND TRADITIONAL MEDIA ARE MOST TRUSTED
Informed
Public
80%
83%84%
80%
81%
80% 79%
75%76% 77%
78%
73%
81%
80%
85%
80%
74%
69% 69%68%
2012 2013 2014 2015
Traditional Media
Online Search Engines
Social Media
Hybrid Media
Owned Media
PG 16
HIGH LEVEL OF TRUST IN INFORMATION POSTED ON SOCIAL NETWORKING SITES, CONTENT SHARING
SITES AND ONLINE-ONLY INFORMATION SOURCES IN CHINA
SEARCH ENGINES ARE EVERYWHEREInformed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in China.Q184. What is the first source you go to for breaking news about business? Informed Publics, in China.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in China.
7% 4%
4%
29%
24%23%
32%
44% 43%
2013 2014 2015
11%
7%
10%
34%32%
29%
28%
32%
33%
2013 2014 2015
10%
7% 7%
40%
34% 34%
19%
23%
26%
2013 2014 2015
PG 17
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, Trust) Informed Publics, in China.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN CHINA
COMPANY TECHNICAL EXPERT MOST TRUSTED
70% 71%68%
59%57%
44%
51%
45%
69%66%
64%
58%55%
50%46% 45%
CompanyTechnical Expert
A PersonLike Yourself
NGORepresentative
Academic orIndustry Expert
CEO GovernmentOfficial
or Regulator
RegularEmployee
Financial orIndustry Analyst
2014 2015
More Trust Less Trust
Informed
Public
BUILDING TRUST
PG 19
Edelman Trust Barometer research
reveals 16 specific attributes which
build trust.
These can be grouped into
five performance clusters listed here
in rank order of importance.
19
16 KEY ATTRIBUTES TO BUILDING TRUST
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
OPERATIONS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS
PURPOSE
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
PRODUCTS & SERVICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
INTEGRITY
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
ENGAGEMENT
PG 20
32%
34%
31%
32%
37%
36%
32%
38%
39%
32%
33%
37%
34%
31%
35%
34%
48%
44%
45%
42%
53%
50%
56%
51%
62%
54%
58%
58%
55%
55%
56%
60%
Delivers Consistent Financial Returns To Investors
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired
Has Highly-Regarded And Widely Admired Top Leadership
Partners With NGOs, Government And Third Parties To Address Societal Issues
Addresses Society'S Needs In Its Everyday Business
Creates Programs That Positively Impact The Local Community
Works To Protect And Improve The Environment
Is An Innovator Of New Products, Services Or Ideas
Offers High Quality Products Or Services
Communicates Frequently And Honestly On The State Of Its Business
Places Customers Ahead Of Profits
Listens To Customer Needs And Feedback
Treats Employees Well
Has Transparent And Open Business Practices
Takes Responsible Actions To Address An Issue Or A Crisis
Has Ethical Business Practices
INTEGRITY AND ENGAGEMENT ARE IMPORTANTInformed
Public
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE
OPERATIONS
PURPOSE
PRODUCTS
INTEGRITY
ENGAGEMENT
Gap
-26
-21
-24
-21
-21
-25
-22
-23
-13
-24
-14
-16
-10
-14
-10
-16
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. Informed Publics, China.
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". Informed Publics, China.
*Excludes don’t know responses
PG 21
BUILDING AND DEFENDING TRUSTCLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY
53% 48% 47%
Lacks Economic
Growth
Fails to Contribute
to the Greater Good
Provides Few/No
Public Services
51% 50% 47%
Produces Economic
Growth/Helps me and
My Family Live a
Fulfilling Life
Allows Me to Be a
Productive
Member of Society
Contributes
to the Greater Good
Reasons Trust in Business Has Increased
in CHINA
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top
4 Box, Trust) Informed Publics, in China. Q330-331. For which of the following reasons, if any, has your trust in each institution listed
below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in China.
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in
China.
Reasons Trust in Business Has Decreased in
CHINA
48% 52%
86%agree
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”
PG 22
BEHAVIOR BASED ON TRUST IN CHINA
TRUST MATTERSInformed
Public
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. Informed Publics, China.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies
that you do not trust? Please answer yes or no to each action. Informed Publics, China.
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-72% 87%
Criticized them to a friend/colleague Recommended them to a friend/colleague-61% 83%
Paid more for products/services 73%
Shared negative opinions online
Shared positive opinions online-52% 70%
Defended company
51%I sold shares I bought shares-39%
45%
PG 23
TAKE AWAY FOR YOU
Create a narrative around “transparency and openness”,
“ethical business practices” and “placing customers ahead
of profits” to build your brand equity.
Get third party validation and maximize public review of
test results to increase Trust in your story
Make all your information searchable online.
Take the long-term approach. Avoid taking short-cuts
Use company technical expert or “a person like you” to
articulate your story and engage your audience.
PG 24
