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2012EDELMAN TRUST BAROMETERINDONESIA RESULTS
FEBRUARY 6, 2012
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2012 Edelman Trust Barometer – Indonesia FindingsMETHODOLOGY OVERVIEW
Twelfth annual study, fourth in IndonesiaOnline survey in 25 countries30,000+ respondents
1,000 general population respondents per countryAges 18+
Oversample of informed publics*500 respondents in U.S. and China and 200 in all other countries
Ages 25-64 (Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in business news and public policy
GENERAL PUBLIC
INFORMEDPUBLIC25-64
INFORMEDPUBLIC35-64
Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong and Malaysia
Indicates Global Data
APAC Indicates Asia Pacific Region Data
Indonesia sample: 1,000 general population respondents & an oversample of 200 Informed Publics
Indicates Indonesia Data
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Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust
2009
Trust is now an essential line of business2010
Rise of authority figures20112011: Business must align profit with purpose
2010: Transparency key driver of trust
2009: Business must partner with government to regain trust
Indonesia findings
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THE STATE OFTRUS
T
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TRUSTERS
NEUTRAL
DISTRUSTERS
GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32
GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39
20122011
>
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 23 country global total in 2011 and (across 25 countries in 2012)
Despite some drop in trust, Indonesia remains in the “Trusters” category
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TRUST IN INSTITUTIONS – INDONESIA
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Indonesia
Indonesia
APAC
Indonesian trust in business and media high and steady
Media Business Government NGOs
80% 78%
40%
53%
62% 60%
54%
65%
53% 54%
46%
60%
Global
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50%
TRUST IN MEDIA
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 countries in 2011 and 25 countries in 2012
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
Media only institution to see trust rise globally; Indonesia trust levels remain stable
GlobalIndia U.S. U.K.
Italy
Australi
a
Canad
a
Singa
pore
German
y
Sweden
Spain
China
Mexico
Irelan
dRussi
a
France
Poland
Indonesia
Netherla
nds
South
Korea
Argentina
UAEBraz
ilJap
an
Hong Kong
Malaysi
a
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%52%
70%
45%
37%
57%
43%
54%
65%
42%38%
46%
79%
65%
35%33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%
8 © Edelman, 2012. All rights reserved.
Indonesian trust in business ranks highest out of 25 countries
TRUST IN BUSINESS
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and across 25 countries in 2012
N/A N/A
TrustTrust Trust Steady
50%
2011 Informed Public2012 Informed Public
GlobalChina
Canad
aU.S.
Australi
a
Poland
Sweden
Russia
India
Singa
poreIta
ly
Indonesia
Irelan
d
Mexic
oU.K.
Argentina
Japan
Netherla
ndsUAE
South
Korea
German
yBra
zil
Fran
ceSp
ain
Mala
ysia
Hong Kong
56%
61%
50%
46%
54%
44%
52%
41%
70%67%
64%
80%
46%
81%
44%
63%
53%
74%78%
46%
52%
81%
48%
53%53%
71%
56%
50%
57%
46%
54%
41%
69%66%
62%
78%
43%
77%
38%
57%
47%
65% 67%
31%34%
63%
28%32%
65%
47%
9 © Edelman, 2012. All rights reserved.
2012
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Indonesia
TRUST IN INDUSTRIES – INDONESIA, APAC AND GLOBAL
Technology
Banks
Automotive
Food and beverage
Media
Financial services
Pharmaceuticals
Telecommunications
Consumer packaged goods
Energy
87%
86%
85%
81%
79%
76%
76%
75%
73%
71%
85%
68%
77%
66%
63%
62%
66%
68%
66%
65%
80%
50%
67%
66%
52%
48%
58%
62%
63%
56%
In Indonesia, trust in nearly all industries remains high compared to APAC and global
Indonesia
APAC
Global
10 © Edelman, 2012. All rights reserved.
Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in China, South Korea, Indonesia, Malaysia & Singapore
TRUST IN BANKS
Over time, trust in banks steady and high in Indonesia
2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
84%85% 88% 82%
51%
76%
55%
38%
84%88% 89% 88%
0.77
69%
67%
66%
China
South Korea
Indonesia
Malaysia
Singapore
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Once (1), 1%Twice (2), 12%
Three times (3), 35%
Four or Five times (4 - 5), 26%
Six to Nine times (6-9), 8%
Ten or more times (10+), 17%
Three to Five times
61%
Q: Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. Informed publics ages 25-64 in Indonesia
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – INDONESIA
In Indonesia, skepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
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29%
23%
8%
23%
44%
31%
18%
23%
2011 Informed Public2012 Informed Public
+ 15
+ 10
Q: Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Indonesia
TRUST IN INFORMATION SOURCES – INDONESIA
ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE
For corporate information, trust in traditional and social media rises
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50%
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and 25 countries in 2012
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
NGOs globally most trusted institution, despite some drops (including Indonesia)
GlobalChina
India
South
Korea
Argentina
Italy
U.K.U.S.
France
Australi
a
Singa
pore
Irelan
d
Poland
Canad
aUAE
Mexico
German
ySp
ain
Sweden
Indonesia
Netherla
ndsRussi
aJap
anBraz
il
Hong Kong
Malaysi
a
61%63%
61% 62%
70% 70%
51%55%
58%
65% 64%
53%56%
72% 72%
85%
55%
60%
53%
66%
72%
42%
51%
80%
58%
79%
67% 67%
75% 74%
54%58%
60%
65%64%
53% 55%
66% 66%
78%
48%51%
41%
53%
59%
28%30%
49%
70%68%
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BUSINESSGOVERNMENTDYNAMIC
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Technical expert in the company
Academic or expert
Financial or industry analyst
CEO
A person like yourself
NGO representative
Regular employee
64%
58%
52%
50%
41%
26%
12%
Academic or expert
Technical expert in the company
A person like yourself
Financial or industry analyst
CEO
NGO representative
Regular employee
73%
71%
70%
57%
47%
33%
30%
CREDIBLE SPOKESPEOPLE – INDONESIA
20122011
Q: Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Indonesia
+ 15
+ 29
+ 18
Academics, peers and regular employees gain credibility
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PLACES CUSTOMERS AHEAD OF PROFITS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
TREATS EMPLOYEES WELL
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
HAS ETHICAL BUSINESS PRACTICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
35%
36%
37%
62%
38%
37%
49%
50%
69%
70%
70%
72%
72%
72%
74%
75% - 25
- 25
- 35
- 34
- 10
- 33
- 34
- 34
Business not meeting public’s expectations in Indonesia
Gap
Q: How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Indonesia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Indonesia
INDONESIA
Business ImportanceCompany Performance
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HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
26%
49%
24%
32%
52%
34%
38%
38%
34%
41%
43%
46%
58%
66%
67%
68% - 30
- 29
- 32
- 6
- 14
- 19
+ 8
- 8
Business not meeting public’s expectations in Indonesia
Gap
Q: How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Indonesia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Indonesia
INDONESIA
Business ImportanceCompany Performance
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Q: Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Indonesia
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly19%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries6%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis2%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities44%
Government SHOULD NOT PLAY A ROLE in business1%
PROTECT CONSUMERS from irresponsible business practices30%
Indonesia
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
In Indonesia, calls for infrastructure, greater protection and responsible behavior
19%
31%
25%
16%
4%
4%
Global
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THE PATHFORWARD
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INDONESIA
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Indonesia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Indonesia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
1) Has ethical business practices
2) Innovator of new products
2) Ranks on a global list
4) Delivers consistent financial returns
1) Listens to customer needs and feedback
2) Has ethical business practices
3) High quality products or services
3) Treats employees well
3) Takes actions to address issue or crisis
6) Has transparent and open business
6) Works to protect/improve environment
8) Places customers ahead of profits
9) Positively impacts the local community
10) Addresses society's needs
11) Communicates frequently and honestly
12) Innovator of new products
13) Delivers consistent financial returns
14) Partners with third parties
15) Ranks on a global list
16) Highly regarded, top leadership
Business: from license to operate to license to lead
CURRENT TRUST BUILDING FUTURE TRUST
Societal
Operational
CURRENT TRUSTDRIVEN BY OPERATIONAL ATTRIBUTES
SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
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