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Canada Report
2016 Edelman Trust Barometer
THE STORIES THAT SHAPED 2015
3
4
5
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
8
‣ Survey in field Oct. 19-Nov. 12, 2015 (post-federal election)
‣ 1,150 General Population interviews
‣ 200 Informed Public interviews
Canadian Data
State of Trust
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico
55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland
71 China65 UAE62 India62 Indonesia62 Singapore
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil
Trust Index:Mass Population Left BehindAverage trust in institutions, Informed Public vs. General Population vs. Mass Population
For the mass population,
17 of 28 countries are distrusters
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
GeneralPopulation
MassPopulation
50 Global 48 Global
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
InformedPublic
60 Global For the mass population, the
global index falls into distruster territory
10
Trusters
Neutrals
Distrusters
104
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and General Population, Canada.
5751 52
47
6156 55 53
67
47 47 49
6760 61
65
Trust RisingPer cent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
Informed Public
General Population
NGOs Business Media Government
0 +13 +14 +16
2015 2016
+4 +5 +3 +6
11
6673
67 67 67
5660 63
5761
2012 2013 2014 2015 2016
56 5851
4965
46 4642
4753
2012 2013 2014 2015 2016
56 5862
47
60
51 5155
5156
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and General Population, Canada.
Per cent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
5461
58
47
61
50 5357
52 55
NGOs
Government
Media
Business
Trust ReboundsInformed Public
GeneralPopulation
12
Trust Inequality
14
A Significant Divide
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and Mass Population, Canada.
Per cent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed
Public
MassPopulation
8pt Gap
8pt Gap
2012 2013 2014 2015 2016
58
62
60
53
63
5051
53
51
55
15
50%
18 of 28 countries have a double-digit trust gap between high-income and low-income respondents
Trust Index:A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. 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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them
Glo
bal
GD
P 5
U.S
.
Fran
ce
Bra
zil
Indi
a
Net
herla
nds
Rus
sia
U.K
.
Italy
Sin
gapo
re
Japa
n
Hon
g K
ong
Turk
ey
Sw
eden
Spa
in
Pol
and
Col
ombi
a
Mex
ico
Irela
nd
Sou
th A
frica
UA
E
Arg
entin
a
Sou
th K
orea
Ger
man
y
Indo
nesi
a
Aus
tralia
Mal
aysi
a
Can
ada
Chi
na
6057
7164
78 78
68
49 52
6267
4945 46
50 53
40
7479
46
65 68
59
3844
80
5562
58
71
4642 40
35
5256
48
30 33
4550
32 31 3237
40
27
6269
36
5659
51
3037
73
4855 52
66
19192022262931
Low-income respondents
High-income respondents
16
50%
Glob
al
GDP
5
Japa
n
Fran
ce
Germ
any
U.K.
Aust
ralia
Italy
S. K
orea
Neth
erla
nds
Swed
en
Pola
nd
Hong
Kon
g
Cana
da
Russ
ia
U.S.
Sing
apor
e
Turk
ey
Irela
nd
S. A
frica
Spai
n
Mal
aysia
Mex
ico
Arge
ntin
a
Braz
il
Chin
a
UAE
Indo
nesia
Colo
mbi
a
Indi
a
55
46
19 2128
4841
45 4247
44
57
4650
46
63
52 49
58 55 5551
6962 64
73 7379 81
87
47
37
1520
2431 31 33 33 34 34 36 36 37
3945 46 47 49 49 49
5764 64 65
69 7074
81 83
In 19 of 28 countries, less than half of Mass Population think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Per cent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed
PublicMassPopulation
17 10 12 13 10 21 10 13 18
MEDIA TRENDS
2012 2013 2014 2015 2016
62
55 56 57 58
71
6568
61
66
4541
45 45
50
40
3438 38 3939
2832
3731
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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) General Population and Millennials, Canada, question asked of half the sample.
Trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Millennials even more trusting of digital media thangeneral population
Industry Millennials Gap
Traditional Media 64% 2
Search Engines* 64% 6
Online-only Media** 56% 6
Owned media 45% 6
Social media 40% 9
General Population
18
Search
TV
Social
Newspapers
Magazines
Blogs
63
62
57
34
18
16
Media Consumption
Source: 2016 Edelman Trust Barometer Q278-597 How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Canada, question asked of half the sample.
Per cent who use each media source several times a week or more
General Population
2 of top 3 most-used sources of news and information are peer-
influenced media
19
20
My frie
nds a
nd fa
mily
An aca
demic
expe
rt
Compa
nies t
hat I
use
Emplo
yees
of a
compa
ny
A jour
nalis
t
A compa
ny C
EO
A well
-kno
wn onli
ne pe
rsona
lity
Electe
d officia
ls
Compa
nies [
bran
ds] I
don’t
use
Celebr
ities
70 6454
46 5134 34 32
23 20
8066 65
57 5243 38 35
25 22
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, Canada, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015.
Per cent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
General Population
The Inversion of Influence
87%of Population
55Trust Index
13%of Population
63Trust Index
Informed Public
MassPopulation
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and Mass Population, Canada.
21
Authority & Influence
Influence
Authority
TRUST IN BUSINESS
23
Cana
da
Swed
en
Switz
erla
nd
Germ
any
Aust
ralia
U.K.
Japa
n
Neth
erl..
.
U.S.
Fran
ce
Italy
Spai
n
Sout
h K.
..
Chin
a
Braz
il
Indi
a
Mex
ico
66 66 66 64 62 62 60 59 56 5447 45
42
33 31 30 29
Canadian Companies Among the Most Trusted Globally
Source: 2016 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total.
Trust in companies headquartered in each country, and percentagepoint change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +34 Year Trend
General Population
Industry 2012 2013 2014 2015 20165 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 840%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:Most Sectors Have Rebounded Globally
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, 25-country global total. *From 2012-2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General Population
24
Sector Trends:Trust in All Sectors in Canada Decline
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Canada.
*From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 20165 yr.
Trend
Technology 77% 71% 74% 73% 72% 5
Food & Beverage 71% 66% 69% 66% 66% 5
Consumer packaged goods 64% 60% 65% 62% 62% 2
Telecommunications 58% 58% 58% 55% 58% 0
Financial Service 56% 53% 57% 55% 56% 0
Automotive 61% 62% 65% 58% 55% 6
Energy 54% 55% 54% 53% 52% 2
Pharmaceutical 54% 47% 50% 46% 48% 6
General Population
25
26
6760 61 6562
7265
46
6156 55 53
6065 63
45
NGOs Business Media Government
Business Most Trusted to Keep Pace
Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Canada.
Per cent trust, and per cent who trust each institution to keep up with the changing times, 2016
Informed Public
General Population
Trust Trusted to keep pace
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, Canada, question asked of half the sample.
84% agree
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
up from 79% in 2015
General Population
27
Purpose Impacts TrustPer cent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Canada.
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic growth
Contributes to the greater good
Provides a range of public services
+Has good leadership
Fails to contribute to the greater good
Does not help me and my family live a healthy life
Provides few/no public services
61%
42%
38%
61%
46%
45%
General Population
28
Businesses Expected to Address Social Issues
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, Canada, question asked of one quarter the sample.
General Population
84%• Protecting and Improving the Environment
84%• Supporting Human and Civil Rights
82%• Addressing Income Inequality
82%• Improving Access To Food, Potable Water and Housing
82%• Improving Access to Education and Training
81%• Reducing Poverty
81%• Improving Access to Healthcare
80%• Creating and Maintaining a Modern Infrastructure
78%• Addressing Gender Inequality
77%• Addressing Climate Change/Global Warming
69%• Maintaining Geo-Political Stability
66%• Developing Better Solutions for Immigrants, Refugees and
Migrant Workers
WHO DO YOU TRUST?
6459
5249 50
47
2934 32
65 63
56 54 53
4137
34 32
Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population and Informed Public, Canada, question asked of half the sample.
Per cent who rate each spokesperson as extremely/very credible2015 2016
+8
CEO credibilityincreased the most
General Population
31
NGO representative
A person like yourself
Academic Expert
Financial Industry Analyst
Technical Expert
CEO Board of Directors
Government official/
regulator
Employee
Informed Public 60% 64% 57% 65% 50% 54% 50% 45% 41% 48% 50% 39% 28% 35% 34% 41% 29% 32%
32
What the Public Believes About CEOs
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree) General Population and Informed Public, Canada.
Per cent who agree with each statement about CEOs
CEOs are too focused on short-term results73%
CEOs are fairly paid relative to the workforce
CEOs can relate to people like me
29%
28%
General Population
Need to make sure company delivers high-quality products/services85%
33
CEOs Need to Be Visible
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Canada, question asked of half the sample.
Per cent who agree that CEOs should be personally visible in discussing…
General Population
Talking about the company’s purpose and vision79%
Discussing the work their company has done to benefit society
Defining the culture of their company
76%
75%
A crisis involving their company80%
81%60% 60% 57% 57% 53% 53% 45% 40%
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Canada, question asked of half the sample.
Per cent who agree that each type of information is important in building trust in a CEO
General Population
34
Integrity 55 18 37Exhibits highly ethical behaviors 56 15 41Takes responsible actions to address an issue or crisis 56 24 32Behaves in a way that is transparent and open 52 16 36Engagement 52 17 35Treats employees well 57 18 39
Listens to customer needs and feedback 53 18 35Places customer ahead of profits 52 15 37Communicates frequently and honestly on the state of their company 47 16 31
Products 38 24 14Places a premium on offering high quality products or services 42 23 19
Is focused on driving innovation and introducing new products/services/ideas 34 25 9Purpose 36 16 20Is dedicated to protecting and improving the environment 40 16 24Ensures that the company creates programs that positively impact the local community in which it operates 39 18 21
Ensures that the company addresses society's needs in its everyday business 39 18 21Ensures that the company partners with NGOs, government and third parties to address societal issues 25 14 11
Operations 29 21 8Attracts and retains a highly-regarded and widely admired top leadership team 30 18 12Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 21 18 3Manages the company in a way that delivers consistent financial returns 37 26 11
Business Leaders Seen As Underperforming
Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs 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.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, Canada
Importance vs. performance of 16 trust-building leadership attributes%
Importance % Performance
Gap
General Population
35
Footer
36
THE POWER OF THE EMPLOYEE
37
18 20
1016
2228
24 2316
26
41
2829 29
58
2026
181923 20 18 16 16
26 2316
26
16 19
410
6 9 8 9
Employees Are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Canada, question asked of half the sample.
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings & operational performance
Business practices/crisis handling
Treatment of employees/customer
Partnerships/Programs to address societal issues
Views on industry issues
Employees Most Trusted
General Population
38
Company NOT engaged in societal issues
Company engaged in societal issues
Employee Advocacy Increases with Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Canada, question asked of half the sample.
Per cent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not
Stay working for the company
Recommend company as an employer
Motivated to perform
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
60
55
62
65
77
70
86
Impact of Company
Engagement
7
21
14
24
23
30
23
93
91
91
89
85
85
82
General Population
FOUR KEY TAKEAWAYS
TRUST IS GROWING, BUT…
40
Canadians are more trusting than they’ve been since 2012, but there’s a disparity between the informed elites and the mass population
1
WINNING OVER THE ELITES ISN’T ENOUGH
41
The inversion of influence means all institutions should be looking for ways to improve trust among mass population.
2
THE MEDIA ISN’T JUST A COLLECTIVE OF PROMOTIONAL PLATFORMS
42
The media continues to be influential but connecting with the public through the media means being helpful and honest, not promotional
3
STRONG FINANCIAL PERFORMANCE IS NO LONGER ENOUGH
43
The “Trudeau Effect” offers business a playbook of qualities to emulate
4
Canada Report
2016 Edelman Trust Barometer
