2015 Edelman Trust Barometer - Japan

2015EDELMAN TRUST BAROMETERJAPAN RESULTS

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



Indicates Global Data Indicates Japan Data

http://www.earthshope.org/Home_files/earth transparent.png


3

2015 TRUST IS ESSENTIAL TO INNOVATION

2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE

2013 CRISIS OF LEADERSHIP

2012 FALL OF GOVERNMENT

2011 RISE OF AUTHORITY FIGURES

2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS

2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST

2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS

2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA

2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON

2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS

2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT

2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING

2002 FALL OF THE CELEBRITY CEO

2001 RISING INFLUENCE OF NGOS

TRUST IN RETROSPECT

4

43

66

52

6163

57

53

47

5253

31

41

53

42 41

42

51

25

32

45

31

4141

5049

36

48

36

43

4042

40

55

4544

39

51

30

3737

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Business in general

Government in general

Media in general

Non-governmental organizations (NGOs)

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN JAPAN,

2005 - 2014

10 YEARS OF TRUST IN INSTITUTIONS IN JAPANInformed

Public

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 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 Japan.

5

2014: A YEAR OF THE

UNPREDICTABLE & UNIMAGINABLE

6

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 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics, in 27-country global total.

BUSINESS

#1

#3GOVERNMENTMEDIA

NGOS

Informed

PublicTRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015

TRUST DECLINES GLOBALLY IN NGOS, BUSINESS, MEDIA

66% 63%

23% 22%

2014 2015

#1

53% 51%

16% 15%

2014 2015

#3

59%57%

16% 16%

2014 2015

#2

45% 48%

15% 17%

2014 2015

#4

TOTAL TRUST

TRUST A GREAT DEAL



7

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN JAPAN,

2014 VS. 2015



(Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics, in Japan.

JAPANESE TRUST DECLINES IN ALL INSTITUTIONS

BUSINESSGOVERNMENT

MEDIA NGOS

Informed

Public

53%48%

8% 8%

2014 2015

#1

40%31%

9% 5%

2014 2015

#3

45%40%

8% 4%

2014 2015

#2

37%29%

5% 5%

2014 2015

#4

TOTAL TRUST

TRUST A GREAT DEAL

8

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

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

JAPAN LEADS THE WORLD IN DISTRUSTTHE TRUST INDEX:

9

TR

US

TE

RS

NE

UTR

AL

DIS

TR

US

TE

RS

2015

GLOBAL 55

2015

GLOBAL 46

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

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

India 68

UAE 68

Indonesia 67

China 63

Singapore 60

Malaysia 53

Canada 52

Netherlands 52

Mexico 51

Brazil 50

Hong Kong 47

U.S. 44

Argentina 43

Australia 42

Germany 42

Italy 42

S. Africa 42

Russia 40

U.K. 39

France 38

S. Korea 38

Sweden 37

Poland 36

Spain 36

Turkey 35

Japan 34

Ireland 32

Nearly 2/3 of countries are nowDISTRUSTERSamong the General Online Population

Informed

Public

General

Population

The Trust Index is an average of a country’s trust in the

institutions of government, business, media and NGOs.


DEFICIT NEARLY 10

POINTS LOWER AMONG

GENERAL POPULATION,

WITH AN AVERAGE 3

POINT DECREASE IN

TRUST ACROSS ALL

COUNTRIES

GENERAL POPULATION MORE DISTRUSTING

10

50%

31%

41%

53%

42% 41% 42%

51%

25%

32%

45%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

TRUST IN GOVERNMENT IN JAPAN, 2005 - 2014

10 YEARS OF TRUST IN GOVERNMENT IN JAPANInformed

Public



(Top 4 Box, Trust) Informed Publics, in Japan.

11

Lower Trust in 11 CountriesIncreased Trust in 16 Countries

% Trust

50%

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.

Informed

Public

2014 2015

TRUST IN GOVERNMENT, 2014 VS. 2015

TRUST IN GOVERNMENT: JAPAN FALLS BACK AFTER TWO YEAR RISE

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

12

Higher Trust in

Local/State Government in 16 Countries

Higher Trust in Central/Federal

Government in 9 CountriesNeutral

% Trust

50%

Informed

Public

LOCAL/STATE CENTRAL/FEDERAL

Q11-323. [Local/State Government and Central/Federal Government] 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.

2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT

TRUST IN GOVERNMENT: LOCAL GOVERNMENTS TRUSTED MORE THAN NATIONAL

50

90

70 69

57 5653 52 52 51 50

4642

35 3432

20

39

34

75

70 69

54

38 37 3634

25

50

89

67 68

5450 50 51

41

4844

37

31 29

24

31

18

3934

85 85

73

64

49

3943

35

27

13

50%

42%40%

55%

45% 44%

39%

51%

30%

37% 37%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

10 YEARS OF TRUST IN NGOS IN JAPANInformed

Public




TRUST IN NGOS IN JAPAN, 2005 - 2014

14

Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries

50%

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.

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

TRUST IN NGOS, 2014 VS. 2015

TRUST IN NGOS: JAPAN DIVES TO LOWEST ON RECORD

15

50%

31%

41% 41%

50% 49%

36%

48%

36%

43%40%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

10 YEARS OF TRUST IN MEDIA IN JAPANInformed

Public




TRUST IN MEDIA IN JAPAN, 2005 - 2014

16

Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries

50%

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



% 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

TRUST IN MEDIA, 2014 VS. 2015

TRUST IN MEDIA: SIGNIFICANT EROSION IN JAPAN

17

67%

63%65%

62%

52%

50%

53%53%

45%43%

45%

48%

62%

60%

63%

64%

43%42%

44%

47%

2012 2013 2014 2015

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, 20-country global total.

Online Search Engines 72% (+8)

Traditional Media 64% (+2)

Hybrid Media 63% (+10)

Social Media 59% (+11)

Owned Media 57% (+10)

Informed

Public

Millennials Are Even More

Trusting of Digital Media

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION

MEDIA SOURCES:SEARCH ENGINES NOW MOST TRUSTED



18

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 Japan.

Informed

Public

47%

38% 42%

35%37%

27%

34%

33%

21%

18%

23% 25%

45%

38%

44%

39%38%

30%

31%

36%

2012 2013 2014 2015

Traditional Media

Online Search Engines

Social Media

Hybrid Media

Owned Media

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN JAPAN

MEDIA SOURCES IN JAPAN:TRADITIONAL MEDIA CONTINUES TO LOSE OUT

19

Informed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH

25%

25%

21%

24%22%

22%

25%

29%

31%

2013 2014 2015

20%19%

18%

28%27% 27%

26%27% 27%

2013 2014 2015

19% 19%18%

22%

20% 20%

34%

36%37%

2013 2014 2015

The First Source for

General Information


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,


Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total.

Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news

about business? Informed Publics, 20-country global total.

WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE

MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST



20

Informed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH


General Information


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 Japan.

Q184. What is the first source you go to for breaking news about business? Informed Publics, in Japan.

Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about

business? Informed Publics, in Japan.

30%

30%

23%

39%42%

37%

22%

17%

25%

2013 2014 2015

28%

23%

26%

37% 38%

30%

22%

26%28%

2013 2014 2015

29%

31%31%

22%

11%

15%

34%

39%

35%

2013 2014 2015

WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE - JAPAN

MEDIA SOURCES IN JAPAN:TV STILL FIRST SOURCE BUT SEARCH RISING

21

Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how

much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, 27-country global total.

Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each

of the following authors or content creators? Informed Publics, 27-country global total.

Q407-415. Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch,

etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-country global total.

32%

34%

40%

45%

46%

52%

53%

60%

70%

72%

Brands I don’t use

Celebrities

Elected officials

A well-known online personality

A company CEO

Employees of a company

A journalist

Companies I use

An academic expert

My friends and family

Informed

Public

TRUSTED

NEUTRAL

DISTRUSTED

TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,

CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES

CONTENT CREATORS:FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED



22

Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen,

how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Japan.

Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each

of the following authors or content creators? Informed Publics, in Japan.

Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch,

etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Japan.

15%

17%

19%

20%

24%

28%

31%

39%

41%

55%

Brands I don’t use

Elected officials

Celebrities

A well-known online personality

Employees of a company

A company CEO

A journalist

Companies I use

An academic expert

My friends and family

Informed

Public

NEUTRAL

DISTRUSTED

TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,

CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN JAPAN

CONTENT CREATORS IN JAPAN:NO SOURCE ENJOYS HIGH TRUST

23

50%

43%

66%

52%

61%63%

57%

53%

47%

52% 53%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

10 YEARS OF TRUST IN BUSINESS IN JAPANInformed

Public




TRUST IN BUSINESS IN JAPAN, 2005 - 2014

24

% Trust

Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that



Informed

Public

2014 2015

TRUST IN BUSINESS, 2014 VS. 2015

TRUST IN BUSINESS:JAPAN FALLS BACK TO POST 3.11 LOWS

Lower Trust in 16 CountriesIncreased Trust in 11 Countries

50%

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

25

COUNTRY OF ORIGIN

INDUSTRY SECTOR

LEADERSHIP

ENTERPRISE TYPE

BUSINESS

FOUR KEY FACTORS AFFECT TRUST IN BUSINESS

26

50%

80%77%

72%

66% 67% 66%63% 64%

61% 61% 61%57%

53% 54%52%

78%75%

71%67% 67% 66%

63% 63%61% 60% 60%

57%54% 53%

51%

Informed

Public

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 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.

2014 2015

More Trust Less Trust

70% 74% 67%

*% of countries in which trust decreased

* * *

TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014

INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE



27

50%

73% 74%71%

67%

60%64%

60%

54%

65%

52%

45% 46%42% 42%

33%

71% 70%67%

63%61% 61% 60%

58%54% 53%

49%47% 46%

43%

34%

Informed

Public

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 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 Japan.

2014 2015


TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014

INDUSTRY SECTORS IN JAPAN: AUTOMOTIVE LOSES ITS CROWN, TELECOMS DIVES

28

Q61A-64A, Q61D-63D, Q61C-65C. [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.”

(Top 4 Box, Trust) General Population, in Japan.

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 Population, in Japan.

FINANCIAL SERVICES

INDUSTRY

FOOD & BEVERAGE

INDUSTRY

ENERGY

INDUSTRY

28%

39%

43%

52%

53%

Financial

advisory/Asset

management

Financial services

industry overall

Insurance

Credit

cards/payments

Banks

General

Population

38%

49%

49%

52%

54%

61%

Fast food

restaurants

Food and

beverage

manufacturers

Food and

beverage retailers

Agribusiness

Food industry

overall

Farming and

fishery

25%

40%

44%

45%

52%

56%

Nuclear

Pipelines

Energy industry overall

Oil

Natural gas

Cleantech (electric

vehicles, smart grid,

wind and solar power)

TRUST IN INDUSTRY SECTORS – JAPAN

DISPARITY OF TRUST WITHIN INDUSTRY SECTORS

29

TECHNOLOGY

INDUSTRY

HEALTHCARE

INDUSTRY

General

Population

10%

21%

27%

32%

56%

63%

Cybercurrency /

Bitcoin technology

Ecommerce

technology

Cloud computing

Cybersecurity

technology

Smart home

technologies

Technology

industry overall

TRUST IN INDUSTRY SECTORS – JAPAN

DISPARITY OF TRUST WITHIN INDUSTRY SECTORS

36%

43%

49%

51%

51%

57%

Consumer health

industry overall

Consumer health/

over-the-counter

companies

Government-run health

insurance

Biotech/life sciences

companies

Pharmaceutical/drug

companies

Hospitals, clinics and

other medical care

facilities

Q61E-65E, Q61F-65F. [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.” (Top 4

Box, Trust) General Population, in Japan.

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 Population, in Japan.

30

50%

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.

COUNTRY OF ORIGIN: JAPAN FAILS TO REGAIN TOP TIER STATUSTRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES

76% 75% 75% 74%70% 69% 68% 65% 62%

51% 51% 50%

38% 36% 35% 34% 31%

31

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, in 27 countries except Japan.

-10

Informed

Public

-5

-16

-9-7

-12

-6-5

+ 10

-6

-10

-8

-15

-8-8

-5 -9

-6

2014 2015

HOW MUCH DO YOU TRUST GLOBAL COMPANIES HEADQUARTERED IN JAPAN

GLOBAL TRUST IN JAPANESE COMPANIES SLIPS

50%

96%

89%

95%

89% 88%90%

94%

84%

66%

84%

75%78%

80%

72%

68%65%

67%

73%

69%67%

73%

66%63%

60%

54%

41%

93% 93%90%

88%

84%

80%78% 77% 76% 75%

73% 72%70%

66% 66%63% 62% 61% 61% 61%

58% 58%55% 55%

45%

39%

32

-6

-5

-7

-12

-10

Informed

Public

-7

-6

JAPAN TRUST IN ITS OWN COMPANIES AND EU COMPANIES FALLSMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - JAPAN

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, in Japan

2014 2015

50%

80%

70%

61% 60% 60%57%

65%

47%

54%

40%

33%

25%23%

20%17%

9%

2%

70%

63%60%

57% 56% 55%53%

50%47%

34%31%

25%

18% 17%

11%8%

4%

33

50%

57%

68%

State-owned Big Business Family-owned

Informed

Public

GLOBAL JAPAN

36%

45%

23%

State-owned Big Business Family-owned

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 Japan and 27-country global total.

ENTERPRISE TYPE:BIG BUSINESS REMAINS KING IN JAPANTRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. JAPAN



34

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, 27-country global total.

70%68%

63%

54% 55%53%

46%

37%

70%67%

63%

56%53%

49%

43%

38%

Academic orIndustry Expert

CompanyTechnical Expert

A Person LikeYourself

NGORepresentative

Financial orIndustry Analyst

RegularEmployee

CEO GovernmentOfficial orRegulator

2014 2015


Informed

Public

LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEOCREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015



35

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 Japan.

35%

29% 28%

21%

14%17%

12%15%

43%

34%31%

28%

22% 21% 21%19%

CompanyTechnical Expert

Academic orIndustry Expert

A PersonLike Yourself

CEO Financial orIndustry Analyst

RegularEmployee

NGORepresentative

GovernmentOfficial

or Regulator

2014 2015


Informed

Public

TRUST IN JAPAN’S LEADERS RECOVERS SLIGHTLYWELL OFF GLOBAL LEVELS CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN JAPAN

TRUST AND INNOVATION IN BUSINESS

37

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, 27-country global total.

51% Too Fast28% Too Slow

Informed

Public

19% Just Right

TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGINTHE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…



38

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 Japan.

36% Too Fast29% Too Slow

Informed

Public

29% Just Right

TRUST IN BUSINESS INNOVATION IN JAPAN:LESS POLARIZEDTHE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN JAPAN TODAY IS …

39

24%

30%

35%

54%

66%

70%

Make the World a Better Place

Improve People's Lives

Personal Ambition

Greed/Money

Business Growth Targets

Technology

Informed

Public

Q353. From the list below, what do you believe are the top three drivers of change in business and industry today?

Informed Publics, 27-country global total.

INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEYDRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:



40

16%

20%

31%

39%

49%

59%

Make the World a Better Place

Personal Ambition

Improve People's Lives

Greed/Money

Business Growth Targets

Technology

Informed

Public

Q353. From the list below, what do you believe are the top three drivers of change in business and industry today?


INNOVATION IN JAPAN SEEN AS LESS LINKED TO INDIVIDUALSDRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:

41

46%

54% 54%

40%

53% 52%

24%

15% 16%20%

17%14%

Business Financial Services

Industry

Health Industry Technology Industry Energy Industry Food and Beverage

Industry

Informed

Public2014 TRUST BAROMETER:

51% say the most important

role for government in business is

to protect consumers and regulate business

NOT ENOUGH REGULATION TOO MUCH 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, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of

the [financial services industry / energy industry / food and 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, 27-country global total.

BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATIONGOVERNMENT REGULATION OF BUSINESS AND ACROSS

INDUSTRY SECTORS IS PERCEIVED TO BE:



42

24% 25% 25% 26%29%

27%26%

19%23%

25%28%

17%

Business Financial Services

Industry

Health Industry Technology Industry Energy Industry Food and Beverage

Industry

Informed

Public2014 TRUST BAROMETER:

52% say the most important

role for government in business is

to protect consumers and regulate business

NOT ENOUGH REGULATION TOO MUCH REGULATION

BUSINESS INNOVATION: JAPAN OVERALL SATISFIED WITH REGULATION LEVELSGOVERNMENT REGULATION OF BUSINESS AND ACROSS

INDUSTRY SECTORS IS PERCEIVED TO BE:

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, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of

the [financial services industry / energy industry / food and 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, in Japan.

43

49% 47%

32%

17%

69%

59%55%

32%

Electronic and Mobile

Payments

Electronic and

Personal Health

Trackers

Cloud Computing Genetically Modified

Foods

Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of

these recent developments? (Top 4 Box, Trust) Informed Publics, in Japan and 27-country global total.

-20 -12 -23 -15

Informed

Public

50%

JAPAN GLOBAL

TRUST IN INNOVATION:IN JAPAN GENERALLY LOWER THAN GLOBAL LEVELSTRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, JAPAN VS. GLOBAL



44

25

35

45

55

65

75

85

95

25% 35% 45% 55% 65% 75% 85%

TR

US

T I

N I

NS

TIT

UTIO

NS

(TR

US

T I

ND

EX

)

TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)

Data from Table 574

Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of

these recent developments? Informed Publics, 27-country global total. Q11-14. 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. Informed Publics, 27-country global total.

UAE

IND

BRA

MAL

SING

MEXGLOBAL

US

ARG

ITA

S.KO

NETH

GER

JAP

FRACAN

AUS

SWE

IRE

TURPOL

S.AF

HK

SPAU.K.

Informed

Public

RUS

INDO

CHI

TRUST AND BUSINESS INNOVATION: HIGHER TRUSTCREATES THE OPPORTUNITY FOR FASTER INNOVATIONRELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE

TRUST IN RECENT BUSINESS DEVELOPMENTS

BUILDING TRUST

46

INTEGRITY

Has ethical business practices

Takes responsible actions to address an issue or crisis

Has transparent and open business practices

ENGAGEMENT

Listens to customer needs and feedback

Treats employees well

Places customers ahead of profits

Communicates frequently and honestly on the state of its business

PRODUCTS & SERVICES

Offers high-quality products or services

Is an innovator of new products, services or ideas

PURPOSE

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

OPERATIONS

Has highly-regarded and widely-admired top leadership

Ranks on a global list of top companies

Delivers consistent financial returns to investors

Edelman Trust Barometer

research reveals 16 specific

attributes that build trust.

These can be grouped into five

performance clusters listed here

in rank order of importance.

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 Public,


16 KEY ATTRIBUTES TO BUILDING TRUST

47

TRUST-BUILDING OPPORTUNITY QUADRANT

UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES

UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES

ENGAGEMENT

INTEGRITY

OPERATIONS

PRODUCTS & SERVICES

Sta

ted

Im

po

rta

nce

Stated Performance

PURPOSE

OPERATIONS in 2008

Informed

Public

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

Public, 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 nine-

point scale, where one means they are "performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well)

Informed Public, 27-country global total.

ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUSTSTATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL



48

5%

6%

5%

3%

5%

6%

6%

6%

10%

4%

6%

7%

7%

4%

5%

6%

14%

22%

22%

16%

22%

29%

30%

19%

42%

31%

40%

40%

41%

33%

43%

46%

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

Creates Programs That Positively Impact The Local Community

Addresses Society's Needs In Its Everyday Business

Works To Protect And Improve The Environment

Is An Innovator Of New Products, Services Or Ideas

Offers High Quality Products Or Services

Places Customers Ahead Of Profits

Communicates Frequently And Honestly On The State Of Its Business

Listens To Customer Needs And Feedback

Treats Employees Well

Has Ethical Business Practices

Has Transparent And Open Business Practices

Takes Responsible Actions To Address An Issue Or A Crisis

OPERATIONS

PURPOSE

PRODUCTS

INTEGRITY

ENGAGEMENT

Gap

-40

-38

-29

-34

-33

-34

-27

-32

-13

-24

-23

-17

-13

-17

-16

-9

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. General Population, in Japan.

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". General Population, in Japan.

*Excludes don’t know responses

General

Population

LARGE GAP IN EXPECTATION VS. PERFORMANCENO IMPROVEMENT OVER 2014 – COMPANIES STILL HAVE WORK TO DO

BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE

49

15%

27% 27%

17%

23%

39%

24% 24%

20%

29%

34%

21%23%

27%

24%

16%

21%

17%

24%

20%

17% 17%19% 20%

19%

OperationsPurposeProductsIntegrityEngagement

Q197-201(Global Summary). 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. Informed Publics, in Japan.

Informed

Public

COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

INFLUENCERS:MATCHING TO SUBJECT MATTER IMPORTANTMOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC IN JAPAN

50

53% 23% 9%

Fails to Contribute

to the Greater Good

Does Not Help Me and

My Family

Live a Fulfilling

Life/Lacks Economic

Growth

Does Not Help Me and

My Family

Live a Healthy Life

49% 46% 47%

Produces Economic

Growth

Helps Me and My

Family

Live a Fulfilling Life

Contributes

to the Greater Good

Reasons Trust in Business Has Increased

in JAPAN

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 Japan. 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 Japan.

Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Japan.

Reasons Trust in Business Has Decreased in

JAPAN

36% 41%

63%agree

“A company can take specific actions

that both increase profits and improve

the economic and social conditions in

the community where it operates.”

BUILDING AND DEFENDING TRUST

BUILDING TRUST IN INNOVATION

52

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?


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 Japan.

Make test results available publicly for review 68%

Run a clinical trial or beta test 63%

Partner with an academic institution 59%

Partner with government 43%

Partner with an NGO 35%

40% AGREE:

New developments are not tested

enough

ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN JAPAN

TRUST IN INNOVATION

53

Informed

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, Japan.

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, Japan.

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-45% 61%

Criticized them to a friend/colleague

Recommended them to a friend/colleague

-28% 22%

Paid more for products/services 41%

-8% 9%

Defended company

6%

I sold shares

I bought shares-8% 19%

BEHAVIOR BASED ON TRUST IN JAPAN

TRUST MATTERS

Shared negative opinions online

Shared Positive opinions online

54

BehaveSolve Engage

Business must make a commitment to

robust relationships, transparency and

consistency in reporting, active listening

to stakeholders’ concerns and a

willingness to modify products and

services is required.

Business must continue to apply its

unparalleled perspective and skill to the

world’s problems. Innovative product and

service solutions should be recognized by

stakeholders as more than profit-drivers.

Business must adopt a new framework

that invites partnership, encouraged

feedback and interaction and listens

openly. It must actively engage a broad

range of stakeholders to facilitate greater

understanding through stories that reach

and touch their audiences.

Business must explain the benefits of

innovations completely.

TOWARDS TRUSTED INNOVATIONA REQUIRED SET OF ACTIONS

55

On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks: REUTERS/Valentyn

Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines Flight MH370: REUTERS/Samsul

Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue: REUTERS/Jason Reed; Sony Pictures: AP

PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 36: Health Fitness Trackers: AP PHOTO/Richard Drew. On slide 45: Narendra Modi:

REUTERS/Lucas Jackson. On slide 51: laboratory testing: REUTERS/Tobias Schwarz.