Korea Report
2016 Edelman Trust Barometer
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
2
General Population
‣ Ages 18+
‣ 1,150 respondents per country
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 200 respondents
Must meet 4 criteria:
‣ Ages 25-64‣ College educated‣ In top 25% of
household income/age group
‣ Report significant media consumption/ engagement in business news
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
+ =
Online Survey in 28 Countries
1 State of Trust
6357
51 48
67 6357
51
51 48 45 41
55 5347 42
Trust Rising
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, 27-country global total.
5
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
Upward trend for all institutions globally
NGOs Business Media Government
+4 +6 +6 +3Informed
Public
General Population
2015 2016
+4 +5 +2 +1
52
3041
30
58
3343
35
68
36
50
33
72
37
5238
Trust Rising
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, South Korea.
6
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
Recovering trust for all institutions in Korea, especially government and NGO
Informed Public
General Population
NGOs Business Media Government
+4 +1 +2 +5
2015 2016
+6 +3 +2 +5
67 6670 68
72
54 5458
5258
2012 2013 2014 2015 2016
33
44 45
3338
3136 39
3035
2012 2013 2014 2015 2016
31 3139 36 37
3035 32 30 33
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, South Korea.
8
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
4549 48 50 52
4247 44 41 43
NGO’s
Government
Media
Business
Post-Recession HighsInformed Public
GeneralPopulation
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) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Global Increase in Business Trust
9
Percent trust in business, 2015 vs. 2016
Korea has the lowest trust in business across all countries surveyed
2015 2016
General Population
Glob
al 2
7
GDP5
Mex
ico
Indo
nesia
Chin
a
Indi
a
UAE
Braz
il
S. A
frica
Sing
apor
e
Italy
Cana
da
Arge
ntin
a
Aust
ralia
U.S.
Spai
n
U.K.
Fran
ce
Swed
en
Irela
nd
Japa
n
Turk
ey
Germ
any
Hong
...
Pola
nd
Russ
ia
S. K
orea
Mal
aysia
Neth
erl..
.
48 47
6470
58
68 6559 56 57
48 5143 46
51
3644
30
46
3640
32
4238 36 37
30
60 5753 50
7671 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38
33
58 5650%
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
10
Trusted Companies by NationalityPercent Most Trusted National Identities for Companies by Koreans 2015 vs. 2016Koreans rank Korean companies 12th (37%) out of 17 countries
Source : Q. 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”.
General Population
Switz
er...
Swed
en
Cana
da
Germ
any
Neth
erl..
.
Aust
ralia UK US
Fran
ce
Spai
n
Italy
Sout
h K.
..
Japa
n
Chin
a
Indi
a
Braz
il
Mex
ico
67% 65% 63%71%
60%
0%
58%53%
57%
37% 41% 40%
31%22% 24% 26%
21%
72% 72% 70% 69% 68%62% 60% 59% 56%
44% 44%37% 34%
28%26% 24% 23%
50%
2015 2016
2012 2013 2014 2015 2016
58 5860
52 47
45
4344
43
47
4243
4245
40
53 52
5658
56
31 32 3335
32
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, South Korea, question asked of half the sample.
Trust in each source for general news and information
Deteriorating trust in traditional and social media
*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.
11
General Population
Source
Search Engines
Traditional Media
Online-only Media
Social media
Owned media
2 Trust Inequality
13
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, South Korea.
Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016Trust gap between Informed Public and Mass Population has increased since 2012
Informed Public
MassPopulation
10pt Gap
6pt Gap
2012 2013 2014 2015 2016
44
47
51
47
50
38
4241
35
40
12pt Gapfor
Global
Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population
Most of the countries have seen growing gaps
An Accelerating Disparity
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, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K. 14
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Glo
bal 2
5
GD
P 5
Fran
ce
U.K
.
U.S
.
Spa
in
Mex
ico
Sin
gapo
re
S. K
orea
Mal
aysi
a
Indi
a
Chi
na
Bra
zil
Ger
man
y
Aus
tralia
Irela
nd
Rus
sia
Pol
and
Can
ada
Japa
n
Indo
nesi
a
Italy
Arg
entin
a
UA
E
Hon
g K
ong
Net
herla
nds
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sw
eden
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
15
A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs, 28-country global total.
Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016
CountryInformed
PublicMass
Population GapU.S. 64 45 19U.K. 57 40 17
France 55 39 16India 78 62 16
Australia 63 47 16Mexico 72 57 15
Italy 58 47 11China 82 71 11Brazil 58 48 10
Ireland 49 39 10Netherlands 62 52 10
Sweden 46 36 10S. Africa 54 44 10S. Korea 50 40 10
Singapore 72 62 10
3 Inversion of Influence
55 Global 60 Global82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia
84 UAE79 India78 Indonesia75 China65 Singapore64 Netherland
s
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
48 Italy48 S. Africa47 Hong Kong47 S. Korea46 U.K.45 Argentina45 Poland45 Russia45 Spain45 Sweden40 Turkey37 Ireland37 Japan
58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
59 Brazil59 Mexico56 Malaysia53 Canada52 Australia52 France52 U.S.50 Germany
Trust Index:Informed Public Drives ReboundAverage trust in institutions,Informed Public, 2015 vs. 2016
2015 2016
Informed Public trust up 5 points
Trusters from 22% in 2015 to 39% in 2016
Distrusters from 48% in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
17
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
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 Mexico55 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:General Population LagsAverage trust in institutions, Informed Public vs. General Population, 2016
GeneralPopulation
MassPopulation
50 Global48 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
Trusters
Neutrals
Distrusters
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
Nearly 6 in 10 countries are
distrusters among the General Population
18
The Inversion of Influence
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, South Korea.
Authority & Influence
Influence
Authority
19
MassPopulation
82% of population
40 Trust Index
18% of population
50 Trust IndexInformed
Public
MassPopulation
85% of population
48 Trust Index
15% of population
60 Trust IndexInformed
Public
56
4245
4237
3027
21 23
62
5148
45 45
37 35
27 26
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, South Korea, question asked of half the sample.
Percent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical Expert
Academic Expert
A person like
yourself
Financial Industry Analyst
Employee CEONGO representative
Board of Directors
Government official/regul
ator
A person like yourself credibilityincreased the most
+9 +8
General Population
21
4 An Opportunity for Business
72
37
52
38
62 59 59
41
58
3343
35
56 58 57
39
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), Informed Public and General Population, 27-country global total. 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, South Korea 24
Percent trust, and percent who trust each institution to keep up with the changing times, 2016
However, business is expected to solve problems in changing times
Informed Public
General Population
Trust Trusted to keep pace
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
Sector Trends:Innovative Industries Rebound
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, South Korea.
*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 75% 72% 75% 67% 69% 6
Energy 56% 61% 62% 58% 59% 3
Pharmaceutical 44% 52% 55% 50% 57% 13
Financial Service 44% 53% 57% 45% 52% 8
Automotive 63% 64% 64% 53% 51% 12
Consumer Packaged Goods 39% 52% 54% 46% 51% 12
Food & Beverage 47% 49% 52% 45% 48% 1
Telecommunications 47% 50% 54% 44% 48% 1
25
General Population
54
37
36
29
23
18
40
14
34
23
38
13
Trust Matters
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, South Korea, question asked of half the sample. 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. General Population, South Korea, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid More than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Search Engines
General Population
26
5 Leadership in aDivided World
Addressing Trust Inequality
28
Actions
ValuesEmployeeAdvocacy
EngagementTrust
ActionsLeadership in a Divided World:
CEO Focus Misplaced
30
Percent who agree with each statement about CEOs
CEOs should focus less on lobbying/profit and more on providing positive impact to society
Lobbying
Too Much
Focus on short-term financial results68%
75%
Not Enough
Job creation60%
Positive long-term impact52%
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can be trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, South Korea.
General Population
vs. 57% Global Avg.
Purpose and Profits Matter
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, South Korea question asked of half the sample.
31
Percent who agree that CEOs should be personally visible in discussing…
79%Societal Issues
‣ Income inequality‣ Public policy discussions‣ Personal views on
societal issues
63%Financial Results
General Population
Purpose Impacts TrustPercent who cite each as a reason for why their trust in business has increased or decreased
Greater distrust arises from failing to contribute to the greater good
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, South Korea.
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic growth
Has good leadership
Contributes to the greater good
Fails to contribute to the greater good
Lacks economic growth
Provides few services
47%
36%
35%
67%
46%
41%
32
General Population
ValuesLeadership in a Divided World:
Integrity 10% 34% 24%Exhibits highly ethical behaviors 9% 31% 22%
Takes responsible actions to address an issue or crisis 13% 38% 25%
Behaves in a way that is transparent and open 10% 31% 21%
Engagement 9% 30% 21%Treats employees well 9% 29% 20%
Listens to customer needs and feedback 9% 33% 24%
Places customer ahead of profits 10% 31% 21%
Communicates frequently and honestly on the state of their company 7% 26% 19%
Products 18% 32% 14%Places a premium on offering high quality products or services 19% 36% 17%
Is focused on driving innovation and introducing new products/services/ideas 17% 28% 11%
Purpose 10% 24% 14%Is dedicated to protecting and improving the environment 9% 22% 13%
Ensures that the company creates programs that positively impact the local community in which it operates 11% 25% 14%
Ensures that the company addresses society's needs in its everyday business 10% 25% 15%
Ensures that the company partners with NGOs, government and third parties to address societal issues 10% 23% 13%
Operations 13% 23% 10%Attracts and retains a highly-regarded and widely admired top leadership team 10% 23% 13%
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 13% 18% 5%
Manages the company in a way that delivers consistent financial returns 16% 27% 11%
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, South Korea.
Importance vs. performance of 16 trust-building leadership attributesGap
34
General Population
CEO Importance(Expected)
CEOPerformance(Perceived)
Their education and how it shaped them
Their personal success story
The obstacles they have overcome
Their personal values
52%62%
72%82%
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? 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”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] 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, South Korea, question asked of half the sample.
Percent who agree that each type of information is important in building trust in a CEO
CEO’s personal values matter most
35
General Population
EmployeeAdvocacy
Leadership in a Divided World:
50%
Glob
al
GDP
5
Japa
n
Russ
ia
Fran
ce
Swed
en
Aust
ralia
S. K
orea
Pola
nd U.K.
Italy
Hong
...
Irela
nd
Germ
any
Neth
erl..
.
Spai
n
Turk
ey
Cana
da U.S.
S. A
frica
Sing
apor
e
Mal
aysia
UAE
Indo
nesia
Braz
il
Arge
ntin
a
Chin
a
Indi
a
Colo
mbi
a
Mex
ico
6560
4048 48 50
54 55 56 57 58 59 60 62 62 63 64 64 6472 73 76 76 77 77 78 79 83 85 89
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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.
GDP 5 = U.S., China, Japan, Germany, U.K. 37
Percent who trust the company for which they work
Almost half of Korean employees do not trust the company they work for
TrustedNot Trusted
General Population
Activist Consumers and 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, South Korea, question asked of half the sample.
39
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
1512 12
15
2219
1014 12 12
1620
2925
31
14
3429
4247
50
40
3329
20 1914
25
16
222023 22
27
1722
Company CEOSenior executiveEmployeeActivist consumerAcademicMedia spokesperson
General Population
Company NOT engaged in societal issues
Company engaged in societal issues
Employee Advocacy Increases With Societal Issue Engagement
40
Recommend company as an employer
Confidence in the future of the company
Stay working for the company
Recommend products and services to others
Motivated to perform
Committed to achieving our strategy
Do the best possible job for the customer
47
51
54
57
55
61
72
Impact of Company
Engagement
11
20
25
21
18
20
22
83
81
80
78
72
71
69
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? Q530-536. 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, South Korea, question asked of half the sample.
General Population
EngagementLeadership in a Divided World:
Integrity 12% 44% 32%Has Ethical Business Practices 12% 40% 28%
Takes Responsible Actions To Address An Issue Or A Crisis 13% 45% 32%
Has Transparent And Open Business Practices 11% 45% 34%
Engagement 13% 43% 30%Treats Employees Well 14% 49% 35%
Listens To Customer Needs And Feedback 14% 46% 32%
Places Customers Ahead Of Profits 13% 40% 27%
Communicates Frequently And Honestly On The State Of Its Business 13% 38% 25%
Products 16% 37% 21%Offers High Quality Products Or Services 16% 43% 27%
Is An Innovator Of New Products, Services Or Ideas 17% 30% 13%
Purpose 11% 31% 20%Works To Protect And Improve The Environment 11% 36% 25%
Creates Programs That Positively Impact The Local Community 13% 30% 17%
Addresses Society's Needs In Its Everyday Business 9% 30% 21%
Partners With NGOs, Government And Third Parties To Address Societal Issues 10% 27% 17%
Operations 12% 29% 17%Has Highly-Regarded And Widely Admired Top Leadership 11% 25% 14%
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 12% 33% 21%
Delivers Consistent Financial Returns To Investors 13% 30% 17%
Trust Building
Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? 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” in a company. (Top 2 Box, Importance) 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". (Top 2 Box, Performance) South Korea.
Company Importance vs. Business PerformanceGap
42
Company Importance(Expected)
BusinessPerformance(Perceived) General
Population
6659
48 4635 34 38 35 29
22
7357 53
45 43 43 42 42 3624
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, South Korea, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 43
+8 +9
50%
2015 2016
General Population
Addressing Trust Inequality
28
Actions
ValuesEmployeeAdvocacy
EngagementTrust
Influence
The Inversion of Influence
Influence& Authority
Authority
Old Model
‣ Elites have access to more/better information
‣ Elites’ interests interconnected with those of mass
‣ Becoming an “elite” open to all
New Reality
‣ Peer-to-peer influence more powerful than top-down
‣ Increasing distrust among mass population
‣ Mass movements based on dissatisfaction and urgency
The Divide
‣ Democratization of information and more information
‣ High-profile revelations of greed and misbehavior
‣ Income inequality
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Addressing Trust Inequality
45
Trust
Influence
Authority
Embracing the New Reality of Influence to Address Trust Inequality
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‣ Create societal impact in addition to profits through purposeful action
‣ Express your values through honest, ethical engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them
Actions
ValuesEmployeeAdvocacy
Engagement
Influence
AuthorityLeadership
TRUST
Thank You