The Fourth Edelman Survey on Trust & Credibility Presented by Richard Edelman World Economic Forum Davos 23 January 2003

The Fourth Edelman Survey on Trust & Credibility

Presented byRichard Edelman

World Economic ForumDavos

23 January 2003

Edelman conducted their fourth semi-annual trust and credibility survey.

This research was among 850 opinion leaders; 400 in the United States and 450 in Europe – 150 in the United Kingdom, France and Germany.

College educated

Aged 35-64

Above $75K (or equivalent) household income

Reported a significant interest and engagement in the media, economic and policy affairs.

Research was fielded between 14th December 2002 and 10th January 2003.

The margin of error is ±4.9% for the U.S. sample and ±4.6% for the European sample.

Methodology

Big Picture Findings

There is a divergence of views on trust between the US and Europe.

In the US, despite corporate scandals and recession, trust in business has gone up, while trust in government has declined off its 9/11 peak.

In Europe, trust in business has dropped.

In both regions, NGOs are now the most trusted institutions.

Consistent with last year, the most trusted brands in the US are major corporations, while in Europe they continue to be NGOs.

Opinion leaders in both regions exhibit highest levels of trust in the company they work for, particularly in the US.

Trust varies significantly by industry sector.

In both the US and Europe, consumer goods sectors are most trusted while the retail financial sector is least credible.

Certain major US brands face a trust discount in Europe.

Opinion leaders find third-party authorities most trustworthy, especially academics and doctors.

Stories in the media are more credible than advertising by a margin of eight to one.

Key Findings on Trust 2001 - 2003

Semi-annual tracking data show that, despite the corporate scandals of 2002, trust in business has increased in the US, but eroded in Europe.

In the US, trust in government has slipped from its post-9/11 highs, and remains low in Europe.

The role, influence and authority of NGOs is growing. They are ranked equal to business in the US and dominate Europe.

Media maintains some strength, but is off its 9/11 highs.

Opinion leaders report highest levels of trust in the company they work for.

Credibility declines as companies are perceived as more “global.”

US Trust in Institutions (Tracked 2001-2003)

44%

36%

20%

41%

35%

27%

44%48%

30%

43%38%

41%39%

28%

49%48%

0%

20%

40%

60%

Business NGOs Government Media

Summer 2001 Winter 2002 Summer 2002 Winter 2003

Now I would like you to tell me how much you TRUST each to do what is right. Please use 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 FOUR BOXES SHOWN]

European Trust in Institutions (Tracked 2001-2003)

32%

48%

36%

23%

51%

26%

33%

42%45%

25%

32%

41%

20%

26%

43%

35%

0%

20%

40%

60%


Summer 2001 Winter 2002 Summer 2002 Winter 2003

Now I would like you to tell me how much you TRUST each to do what is right. Please use 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

FOUR BOXES SHOWN]

Trust in Institutions 2003

48% 49%39%

28%35%

45%

25%32%

0%

20%

40%

60%

80%

100%


US Europe

Now I would like you to tell me how much you TRUST each to do what is right. Please use 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 FOUR

BOXES SHOWN]

Trust in Institutions

26%

71%

55%

31%39%

25%

57%49%

28%36%

0%

20%

40%

60%

80%

100%

The companyyou currently

work for

Localcorporations

Largenational

corporations

Globalcorporations

Trade unions

US Europe

Now I would like you to tell me how much you TRUST each to do what is right. Please use 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 FOUR

BOXES SHOWN]

Across all regions, technology, consumer durables and consumer packaged goods sectors command high levels of trust.

However…

In the US, scandals and criminal investigations have contributed to making energy, telecommunications, and professional services (including accounting) the least trusted industries.

In Europe, investment/insurance and retail financial services sectors are least credible, while healthcare and airlines enjoy high trust.

Industry Sectors Under Siege

Benchmark: Trust in Sectors

Now I would like you to tell me how much you TRUST each to do what is right. Please use 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”.

42%

44%

47%

38%

55%

59%

36%

36%

38%

40%

42%

43%

45%

48%

51%

65%

66%

66%

30%

42%

54%

54%

51%

58%

0% 20% 40% 60% 80% 100%

Telecomm

Energy

Professional services

Healthcare

Retail financial services

Investment & insurance services

Pharma & drug

Airlines

Automotive

Technology

Consumer packaged goods

Consumer durables

US

Europe

Rank order by US data

In the US, mega-brands like Microsoft and Ford command higher levels of trust than NGOs like Greenpeace.

But, US tracking data show that NGOs are gaining in the ranks.

The most trusted brands in Europe are NGOs, but the gap is closing between the least trusted NGO and the strongest corporate brand.

Certain US consumer brands (notably McDonalds and Coca-Cola) face a significant trust discount in European markets.

However, major European brands (e.g. Deutsche Bank) maintain consistent trust levels in the US.

Brand Evaluator

Brand Evaluator – US 2003

13%16%

25%29%30%

35%36%36%37%

40%41%

45%47%47%

49%52%

54%55%

56%59%

66%69%

0% 20% 40% 60% 80% 100%

HSBC*Oxfam*

Unilever*Royal Dutch/ Shell

Deutsche BankExxonMobil

MonsantoBASF

CiticorpDow Chemical

GreenpeaceAmnesty

NikeMerck

World Wildlife FundPfizerBayer

McDonalds

Ford MotorMicrosoft

Coca-ColaJohnson & Johnson

* “Never Heard Of % ” over 15

Brand Evaluator – Europe 2003

12%14%

16%21%22%

25%27%28%

30%32%

34%34%

36%37%38%

42%47%

49%51%

62%62%

34%

0% 20% 40% 60% 80% 100%

Monsanto*Citicorp*

Dow Chemical*Pfizer*

McDonaldsHSBC*Merck*

ExxonMobilDeutsche Bank

Royal Dutch/ ShellNike

Johnson & JohnsonUnilever

BASFCoca-Cola

Ford Motor CompanyBayer

Microsoft

OxfamGreenpeace

World Wildlife FundAmnesty International


40%

36%

46%

24%

31%

40%

43%

61%

38%

40%

43%

33%

31%

44%

47%

56%

41%

45%

49%

36%

35%

47%

56%

59%

0% 20% 40% 60% 80% 100%

Greenpeace

Amnesty International

World Wildlife Fund

Monsanto

ExxonMobil

Nike

Ford Motor Company

Microsoft

2001 2002 2003


US Trust : NGO/Brand Highlights (Tracked 2001-2003)

Europe Trust : NGO/Brand Highlights (Tracked 2001-2003)

6%

17%

25%

26%

44%

65%

63%

75%

12%

33%

34%

36%

46%

62%

67%

76%

12%

28%

34%

38%

47%

51%

62%

62%

0% 20% 40% 60% 80% 100%

Monsanto*

ExxonMobil

Nike

Ford Motor Company

Microsoft

Greenpeace

World Wildlife Fund

Amnesty International

2001 2002 2003


0 1 2 3 4 5 6 7 8 9 10

I am willing to PAY MORE money forgoods and services from a company

who consistently engages inphilanthropic activities

I am willing to PAY MORE money forgoods and services from a company

with a well-regarded labor andenvironmental record

A corporation's reputation plays alarge role in forming my opinion of

their products and services

Europe US

9 out of 10 people agree






Percentage saying they “Agree” or “Strongly Agree”

Impact of Corporate Reputation

Overall, advertising is not seen as a source of credible information about a company.

Earned media is significantly more trusted than paid media to deliver information about a company.

Print has high credibility across the board, particularly business magazines.

Radio and TV news is significantly more trusted in Europe than in the US.

The Credible Source: Stories in the Media

Advertising vs. Articles in Media

86%

12%

1%

83%

7%9%

0%

20%

40%

60%

80%

100%

I believe informationthat I get from articlesor news stories more…

I believe informationthat I get from

advertisements more…

Neither

U.S. Europe

Please tell me which statement you agree with more.

I believe information that I get from advertisements more than I believe information that I get from articles or news stories

I believe information that I get from articles or news stories

more than I believe information that I get from advertisements

95%

2% 3%

The 3 Advertisements

The 3 News Stories

Neither

88%

7% 5%

The 3 Advertisements

The 3 News Stories

Neither

If you were to see an advertisement three times from three different sources and you were to see a news story three times in three different

sources, which one would you believe more? The three advertisements or the three news stories?

US Europe

Advertising vs. Articles in Media

17%

20%

45%

58%

37%

44%

52%

4%

5%

20%

32%

35%

45%

49%

0% 20% 40% 60% 80% 100%

Corporate advertising

Product or serviceadvertising

TV news coverage

Radio news coverage

Articles in newspapers

Articles innewsweeklies

Articles in businessmagazines

US

Europe

Types of Media Coverage

Percentage saying source is “Extremely” or “Very Credible”


In general, how credible do you feel each of the following sources is for information about a company? Is information about a company that you get from (INSERT SOURCE) extremely credible, very credible, somewhat

credible, or not credible at all?

46%

38%

47%

56%

4%

5%

20%

32%

35%

45%

49%

20%

0% 20% 40% 60% 80% 100%



TV news coverage

Radio news coverage


Articles in newsweeklies


Winter 2003

Summer 2002




Articles in newspapers/newsweeklies (asked in 2002)

US: Types of Media Coverage (Tracked)

Corporate/product advertising (asked in 2002)

8%

33%

31%

43%

34%

17%

20%

37%

44%

45%

52%

58%

0% 20% 40% 60% 80% 100%




Articles innewsweeklies

TV news coverage


Radio news coverage

Winter 2003

Summer 2002




Articles in newspapers /newsweeklies (asked in 2002)

Corporate/product advertising (asked in 2002)

Europe: Types of Media Coverage (Tracked)

Experts, outside authorities, and those who are seen as having no vested interest in the company, are among the most trusted spokespersons.

Across all regions, this includes academics, doctors, and representatives of NGOs.

Those perceived to be in the pay of companies are the least credible spokespersons.

Across all regions, this includes corporate public relations representatives, entertainers/athletes, and union reps.

Multiple stories in the media generate higher levels of trust than single sources.

Primary players in the web of trust are friends, family and independents.

In the US, opinion leaders are twice as likely to trust a regular employee than a CEO to give them information about a company.

Credibility and Communications Sources

Credibility of Information Spokespersons



16%

14%

19%

26%

40%

48%

33%

31%

40%

43%

54%

1%

7%

8%

10%

13%

13%

14%

22%

23%

25%

32%

18%

24%

28%

46%

26%

36%

37%

43%

0% 20% 40% 60% 80% 100%

Entertainer/ Athlete

Company's PR rep

Union rep

Legislator / parliamentarian

Broadcaster

Lawyer

CEO of company

Average person, like yourself

Banker

Religious leader

Regular employee of company

President/ Prime Minister/ Chancellor

NGO rep

Doctor or healthcare specialists

Academic

US

Europe

In general, when forming an opinion of a company, if you received information from (INSERT PERSON) about this company, how credible would the

information be? Would it be extremely credible, very credible, somewhat credible, or not credible at all?

Credibility of Communications Sources

26%

27%

32%

34%

33%

42%

51%

40%

11%

13%

19%

19%

25%

25%

26%

35%

38%

35%

0% 20% 40% 60% 80% 100%

Information conveyedby CEOs/ CFOs

A company website

Communications issuedby company

The Internet in general

Information conveyedby regular employee

Communications issuedby third parties

Stock or industryanalyst reports

Friends & family

Colleagues

US

Europe





Frequency of Communications

64%

77%

79%

87%

0% 20% 40% 60% 80% 100%

I am skeptical about the truthfulnessof communications if I only see, read

or hear it one time

I usually don’t believe something thefirst time I see, read or hear it; I am

more likely to believe something I see,read or hear from many different

sources

Europe US

Percentage saying they “Agree” or “Strongly Agree”

Business retains enough credibility in the US to take a leadership role.

There is a clarion call to European business to step up to fill a trust vacuum in the region.

Business must:

Interact with multiple stakeholders (NGOs, employees) and go outside traditional constituencies, (e.g. Wall Street, regulators).

Work on the relationship every day – not episodically.

Don’t try to buy the dialogue through paid media. Rather be in it through maintaining transparency and a commitment to shared values.

Conclusions

The Fourth Edelman Survey on Trust & Credibility

Presented byRichard Edelman

World Economic ForumDavos

23 January 2003

Documents

The Fourth Edelman Survey on Trust & Credibility Presented by Richard Edelman World Economic Forum Davos 23 January 2003