2016 Edelman Trust Barometer - Food & Beverage Results

THISEXIT

MARKET

In Today’s Global Food & Beverage Environment

OUR 5-STEP RECIPE

FOR TRUST IN FOOD & BEVERAGE

• The growing inequality in trust that we see in the Edelman

Trust Barometer also applies to the food and beverage

industry, and is even more pronounced in industry sub-

sectors.

• “Swing trusters” – the largest group of constituents – are the

food and beverage industry’s equivalent to on-the-fence

voters, and need to be further examined and engaged in trust-

building efforts.

• Purpose is the missing – but essential – ingredient in food and

beverage industry trust.

• In this transformative food and beverage environment, CEO

trust must be earned by taking transparent actions that drive

both business and societal benefit.

• If CEOs are the executive chefs, the industry employees at all

levels are the untapped – and indispensable – sous chefs in

building and maintaining food and beverage industry trust.

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

3

Trust in Retrospect

4

Rising Influence

of NGOs

2001

Business Must

Partner with

Government to

Regain Trust

2009

Fall of the

Celebrity CEO

2002

Earned Media

More Credible

Than Advertising

2003

U.S. Companies

in Europe Suffer

Trust Discount

2004

Trust Shifts from

“Authorities” to

Peers

2005

“A Person Like

Me” Emerges as

Credible

Spokesperson

2006

Business More

Trusted Than

Government

and Media

2007

Young Influencers

Have More Trust

in Business

2008

Trust is Now an

Essential Line

of Business

2010

Rise of

Authority

Figures

2011

Fall of

Government

2012

Crisis of

Leadership

2013

Business to

Lead the Debate

for Change

2014

Trust is

Essential to

Innovation

2015

Growing

Inequality

of Trust

2016

60

64 6563

66

5053 54

51

55

4648

45

48

51

38

4139

42 43

2012 2013 2014 2015 2016

54

58 5856

62

4750 49 49

53

2012 2013 2014 2015 2016

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, 25-country global total.

6

Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016

53

57

5351

56

46

4948

46

49

NGOs

Government

Media

Business

Post-Recession Highs

Informed

Public

General

Population

55 G lobal 60 G lobal

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

84 UAE

79 India

78 Indonesia

75 China

65 Singapore

64 Netherlands

49 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

48 Italy

48 S. Africa

47 Hong Kong

47 S. Korea

46 U.K.

45 Argentina

45 Poland

45 Russia

45 Spain

45 Sweden

40 Turkey

37 Ireland

37 Japan

58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 S. Korea

59 Brazil

59 Mexico

56 Malaysia53 Canada

52 Australia

52 France

52 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

7

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 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

49 Australia

49 Italy

49 U.S.

47 Hong Kong

46 Spain

45 S. Africa

42 Germany

42 S. Korea

42 U.K.

41 France

41 Ireland

41 Turkey

39 Russia

38 Japan

37 Sweden

35 Poland

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 S. Korea

Trust Index:

General Population LagsAverage trust in institutions,

Informed Public vs.

General Population, 2016

Nearly 60% of

countries are

distrusters among the

General Population

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

institutions of government, business, media and NGOs.

28-country global total.

InformedPublic

GeneralPopulation

60 G lobal 50 G lobal

8

Trusters

Neutrals

Distrusters

53

58

56 56

60

44

4746 46

48

2012 2013 2014 2015 2016

A Significant Divide



and Mass Population, 25-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K. 9

Percent trust in the four institutions of

government, business, media and NGOs, 2012 to 2016Informed

Public

Mass

Population

12pt

Gap

9pt

Gap

in trust inequality--

which jumps to a

5-point increase

among the GDP5

3-point increase

A Position of Strength



and General Population, 27-country global total.

10

Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016

5148

4541

55 5347

42

6357

5148

6763

5751

NGOs Business Media Government

+4 +6 +6 +3

+4 +5 +2 +1

Informed

Public

General

Population

2015 2016Business closing NGO’s

long-held lead in trust

50%

18 of 28 countries have a double-digit trust gap between high-income and low-income respondents

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”]


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

6057

7164

78 7868

49 5262

67

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

Glo

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GD

P 5

U.S

.

Fra

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Bra

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Ind

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Neth

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Ja

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Canada

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14 19192022262931

Low-income

respondents

High-income

respondents

17 171715

50%55

46

19 2128

4841

45 4247

44

57

4650

46

63

5249

58 55 5551

6962 64

73 7379 81

87

47

37

1520

24

31 31 33 33 34 34 36 36 3739

45 46 47 49 49 49

5764 64 65

69 7074

81 83

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In 19 of 28 countries, less than 50% of Mass Population think they will be better off in five years

Mass Population Less Optimistic About the Future

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.


Percent of the Informed Public vs. Mass Population who

believe they and their families will be better off in five years’ time Informed

Public

Mass

Population

17 10 12 13 10 21 10 13 18

MassPopulation

The Inversion of Influence

13

Authority

& Influence

Influence

Authority



and Mass Population, 28-country global total.

85%of population

48 Trust Index

15%of population

60 Trust IndexInformed

Public

71

69

67

45

32

28

S earch

TV

S ocial

Newspapers

Magazines

Blogs

Influence of Peer-Driven Media

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, 28-country global total, question asked of half the sample. 14

Percent who use each media source several times a week or more

2 of top 3 most-used

sources of news and

information are peer-

influenced media

General

Population

58

53

44

63

46

2012 2013 2014 2015 2016

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, 25-country global total.

*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”

**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”

Percent trust in each source for general news and information

Millennials

even more trusting

of digital media than

general population

2012 2013 2014 2015 2016

Search engines* 61 58 61 62 63

Traditional media 62 59 61 57 58

Online-only media** 46 44 47 45 53

Owned media 41 40 43 43 46

Social media 44 41 44 45 44

General

Population

15

Millennials Gap

66 3

58 0

58 5

51 5

51 7

50%

6761

53

46

39

4640

3430

26

78

6562

5549

44 4237

32 31

My friendsand family

An academicexpert

C ompaniesthat I use

Employees ofa company

A companyC EO

A journalist A well-knownonline

personality

Electedoffic ials

C elebrities Companies I don’t use*

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, 27-country global total, question asked of half the sample.

* Asked as “Brands I don’t use” in 2015. 16

+11

General

Population

+10

2015 2016

Percent who trust information created by each author on social networking

sites, content sharing sites and online-only information sources, 2015 vs. 2016

Food & Beverage Industry Enjoys High Trust Ratings

18

Trust in business vs. trust in food & beverage, 2016

General

Population

Trust in Business

Trust in the Food & Beverage Sector

53%

63% Trust in Food &

Beverage higher than

trust in business in

most countries

Trust in Food &

Beverage rises in all

countries but Japan,

Hong Kong, India,

UAE, S. Africa, Russia,

Poland, U.K.


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). 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, 28-country global total.

50%

6360

60

70

8481

75

5551

60

46

62

47

59 59

68

51 5246

7573

87

80

4337

45

67 68

80

6569 68 66

79

8882 81

6662

71

5661

5359

7368

5249

45

7572

8281

62

53 54

76 7380 77

Glo

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8

GD

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-5

Amongst Informed Publics, Food & Beverage More

Trusted than Business in Most Countries

19

Percent trust in business vs. trust in food & beverage, 2016

G reater or equal trust in food and beverage in 23 countriesFood &

Beverage

Business

Informed

Public




that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

+19+11+11 +11 +14 +12+16+10+6 +9 +6 +6 +9 +9 +5+8+6

50% 5350

5651

7670

64

53

4346 46

56

4246 48

57

4238 38

6067

69 70

3933

43

58 60

71

52

63 6366

70

7976

73

67

6064

51

6257 58

6764

4550

43

67

7475

70

59

4852

68 68

7568

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8

GD

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+8

Amongst General Population, Food & Beverage More

Trusted in Most Countries

20

Percent trust in business vs. trust in food & beverage, 2016

G reater or equal trust in food and beverage in all 28 countries

+10+14+10 +16+19 +19

General

Population

Food &

Beverage

Business




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.


+18 +12+15 +12 +20 +15+17+6 +9 +5+10 +13 +6 +7 +5 +7 +9+7 +6

Industry 2012 2013 2014 2015 2016

5 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:

Food & Beverage Moves to Second Place*

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.

2012 2013 2014 2015 2016

General

Population

21

*Only showing sectors for which trending data is available

Trust in each industry sector, 2012-2016

50%

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) Q65-439. Below is a list of companies. Please indicate how much you trust each company or

organization to do what is right, using 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” to do what is right. (Top 4 Box, Trust), question

asked of half the sample. General Population, 28-country global total.

But the Industry Halo Doesn’t Automatically Transfer to

Individual Companies

22

General

Population

63

7775

68 6763

60 58 5654

48 46

3332

29

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Trust in food & beverage sector, and trust in blinded companies

50%

6765 65

70

80 79

6559

67

48

62

51

59

6965

45

52 51

71

86 85

77

62

51

60

71 71

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7268 68 66

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81

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Amongst Informed Publics, there’s Global Increase in

Industry Trust

23

Increased or equal trust in 20 countries

2015 2016

Informed

Public

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)

Informed Public, 27-country global total.


+9 +8 +8 +7 +5+5

-14 -6-6-3 -3 -4

Percent trust in food & beverage, 2015 vs. 2016,

Informed Public (27-country global total)

50%

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, 27-country global total.


62 6166 68

73 73

66

59

68

45

5955

5761

64

40

5145

7177

78

6264

45

54

69 6875

6763 63

6670

79 7673

67

6064

51

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67 64

4550

43

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-4-4 -3

Gains Are More Modest with General Population

24

Increased or equal trust in 18 countries

General

Population

2015 2016

+6 +6 +6 +8 -5+5 +3-3

+3

Percent trust in food & beverage, 2015 vs. 2016,

General Population (27-country global total)

50%

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) Informed Public and General Population, 28-country global total.


69 68 66

79

8882 81

66 62

71

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53

59

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5249

45

7572

8281

62

53 54

76 7380

77

63 6366 70

79 7673

6760

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51

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67 64

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E

Ind

ia

Ch

ina

Ho

ng

Ko

ng

S.

Ko

rea

Ja

pa

n

Ma

lays

ia

Sin

ga

po

re

Ind

on

esi

a

Au

str

alia

Between the Two, We See a Trust Gap in Most Markets

25

Informed

Public

General

PopulationTrust among Informed Public trust is equal or higher than General Population trust

in every country but Argentina, Germany, Poland, the Netherlands and UAE

-9 -9 -6 -8 -7 -5 -6 -8 -11 -5 -8-7 -5 -9-7 -5

Percent trust in food & beverage, Informed Public vs. General Population

26

With Nominal Trust Gains in Subsectors…

Percent change in trust gains 2015 vs. 2016 (27-country global total)

Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food 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, 27-country global total, question asked of one-fifth the sample.

* Not asked in 2015.** Asked as Food and Beverage Retailers in 2015.

63 6760

48

6368

57

Food &

Beverage

Industry

Grocery,

Supermarkets &

Food Retailers**

Food

&

Beverage

Manufacturers

Fast Food

Restaurants

Agribusiness Farming &

Fishery

Brewing &

Spirits*

General

Population

+6 +1 +1 +1 N/A+1

6369

7470

56

7176

69

The Gaps Remain Throughout Industry Sub-Sectors

27

Informed

Public

General

Population

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). 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). Q62D-67D;Q52. Now thinking about specific sectors within the food 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), question asked of one-fifth of the sample. Informed

Public and General Population, 28-country global total.

53

6367

60

49

6468

57

6

7

10

7

7

12

8

BusinessFood &

Beverage

Grocery,

Supermarkets

& Food

Retailers

Food &

Beverage

Manufacturers

Fast Food

RestaurantsAgribusiness

Farming &

FisheryBrewing &

Spirits

Percent trust in business, the food & beverage sector and sub-sectors

Shows

Gap

But How Strong is that Trust?

28

Digging deeper into

Trusters, Neutrals and

Distrusters reveals

industry and sub-sector

vulnerability.

Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)

General

Population


23 24 2015

23 2720

4043

41

35

4041

37

1716

19

19

1716

18

19 15 20

3114

1321

Food &

Beverage

Industry

Grocery,

Supermarkets &

Food Retailers

Food &

Beverage

Manufacturers

Fast Food

Restaurants

Agribusiness Farming &

Fishery

Brewing &

Spirits

Percent trust in various industry sub-sectors,

General Population Of note: Farming & Fishery and Grocery gain High Trusters

The Opportunity: Swing Trusters

29

Swing Trusters present the industry and its sub-sectors an opportunity to strengthen Trust

General

Population


General

Population

Swing Trusters

57%59%

60%

54%

57%

57%

Food &

Beverage

Industry

Grocery,

Supermarkets &

Food Retailers

Food &

Beverage

Manufacturers

Fast Food

Restaurants

Agribusiness Farming

&

Fishery

Brewing

&

Spirits

55%

Distrusters (1-4)

Swing Trusters (5-7)

High Trusters (8,9)


General Population

Industry Sub-sectors:

Food & Beverage Manufacturers

30

Percent trust in food & beverage manufacturers

General

Population

2017

24

34 3335

21

1720

1310

14

8

21

17 12 1212

30

3639

24

10 12

5

21 20

23

20

4147

46 36 36 34

42 45 41

38

46 42

33

45

41

30

34 33

4239 35 49

43

35

48

37

43

52

36

19 15

13 12

2017

2019

18

19

25

21

19

18

18

19 16

22

16 12 1216

27

24

3325

23

15

21

2018

14 1710

13 1715 17

26

17 24

37

1425

39 3732

12 12 1312

18

28

10 1513

10

19


Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)


Food & Beverage Manufacturers

31

Percent trust in food & beverage manufacturers

General

Population

Swing Trusters


60 59

62 48

56 62 59

6364

59

63

5271 50

57 55 51

58

49

47

65

81

59 67

576670

6251

Distrusters (1-4)


High Trusters (8,9)

32

Percent trust in grocery stores / supermarkets / food retailers

General

Population

24

2831

4239

33

25

17

2118

12

17

12

25

25 17

11 15

33

43

50

21

1214

6

22

26

33 19

43

46 43

41

3842

38

5044

39

55

42

35

4845

41

40 35

4436

3158

45

39

52

46

47

48

41

1611

14 513 15

20 16

1419

1823

24

13 16

16

1620

910 8

14

25

25

28

24

15

13

16

15 1310 11

10 917 16

2022

11 16

26

14 15

26

32 27

14 10 107

1619

11

810

6

22


Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)


Grocery Stores, Supermarkets & Food Retailers


Grocery Stores, Supermarkets & Food Retailers

33

General

Population

Swing Trusters


Percent trust in grocery stores / supermarkets / food retailers

59 57

57 46

51 58 58

6566

61

61

5973 56

58 55 46

53

57

39

72

80

64 61

576270

7057

Distrusters (1-4)


High Trusters (8,9)


Fast Food Restaurants

34

Percent trust in fast food restaurants

General

Population

15 14

21 22 2325

1412 12

46 5 5

1313

64

10

17

3234

21

1010

5

2318

20

11

3539

37 36 36 34

32

28

36

27

36

33

26

35

28

27 28 21

34

35 34 46

41

3139

36 41

44

35

19 1715

11

18

14

19

20

19

19

25

17 25

1822

18

12

18

20

12 10

17

26

26

27

20 21

20

22

31 29 25

30

22

26 37 39 31 47 3045 43 34 37 49

54

48

28

21

21

16

23

3327

21 1815

32


Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)


Fast Food Restaurants

35

Percent trust in fast food restaurants

General

Population

Swing Trusters


54 52

56 47

54 51 55

5048

50

53

5161 40

46 39 47

54

45

44

63

66

57 64

576267

5648

Distrusters (1-4)


High Trusters (8,9)


Agribusiness

36

Percent trust in agribusiness

General

Population

2321

23

37 37 38

19 19 19

23

15 14

9

21 33 1917

20

32

37

43

31

8

18

6

26

18 29

23

4040

34

36 37 35

44

39

33

42 49

40

33

40

43

35

4242

36

3834 46

41

4150

48

41

49

39

17

14 17

10 108 18

16

15

17 19

24

19

18

13

20 16

21 149

1215

28 18

27

17

24

14

15

14

15 1713 11

16 15

18

16

1113

20 38

15

9 25

23

15

13 95

7

18

17 10

8

9

8

12


Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)


Agribusiness

37

Percent trust in agribusiness

General

Population

Swing Trusters


57 51

54 46

47 62 48

6455

56

58

5268 58

59 63 47

50

55

46

61

77

59 63

546569

6543

Distrusters (1-4)


High Trusters (8,9)


Farming & Fishery

38

Percent trust in farming & fishery

General

Population

27

3133

38

33

37

20

25

34

2320

22

12

31

18

25

19 32

39

44 45

30

7

21

10

28

1733

31

41

43

37

39 4337

45

4438

4348

41

40

36

39

42

40

42 3533 31

48

38

43 54

44

49

46

39

16 10 15 9 1014

13

14 1216

2022

25

19

1911

21

15 1510 11

11

30

18

22

20

19

13

12

13 13 13 96

8

1814 12 14

11 17

22

12

2122 18

9 1110 8

9

19

1413

8

10

7

12


Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)


Farming & Fishery

39

Percent trust in farming & fishery

General

Population

Swing Trusters


57 52

53 48

53 58 50

6358

58

55

6568 61

59 57 43

50

53

42

59

76

61 59

516868

6451

Distrusters (1-4)


High Trusters (8,9)


Brewing & Spirits

40

Percent trust in brewing & spirits

General

Population

20

2831

39

2527

2022

29

17 1815

13

17

17 12

16

11

29 28

2325

1011 11 10

19

9

20

37

45

27

32

3834 41

45

43

37

45

41 42

34

52

27

34

32

32

28

38

51

42

33

51

24

39

30

36

18

15

14

12

13 14

1915

12

2216

20 21

20

15

15

23

21

17

12

11

14

28

23

28

20

22

14

22

21

9

19

16

21 2118 15 13

1919

22 20 28

16

42

2335

22

2419

8

15

29

8

38

15

43

18

Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food 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". General Population, 28-country global total, question asked of one-fifth the sample.

Distrusters (1-4)

Neutral (5)

Weak Trusters (6,7)

High Trusters (8,9)


Brewing & Spirits

41

Percent trust in brewing & spirits

General

Population

Swing Trusters

Source: 2016 Edelman Trust Barometer Q62D-67D;Q52. Now thinking about specific sectors within the food 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". General Population, 28-country global total, question asked of one-fifth the sample.

55 41

60 44

51 60 55

6160

67

54

6361 57

59 53 40

49

42

49

65

79

56 44

586170

4448

Distrusters (1-4)


High Trusters (8,9)

Understanding Low Trust: Purpose Impacts Trust

42

Percent 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, 28-country global total.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces

economic growth

Contributes to the

greater good

Allows me to be a productive

member of society

Fails to contribute

to the greater good

Lacks economic growth

No public services

59%

45%

40%

50%

39%

36%

General

Population

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, 27-country global total, question asked of half the sample.

.

80% 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 74% in 2015

General

Population

43

Societal Expectations Vary

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, 28-country global total, question asked of one quarter the sample.

44

Percent who agree that each is an important issue for business to address

U.S

.

Ca

na

da

Me

xic

o

Bra

zil

Arg

en

tin

a

U.K

.

Ge

rma

ny

Fra

nc

e

Ita

ly

Sp

ain

Ire

lan

d

Ne

the

rla

nd

s

Po

lan

d

Sw

ed

en

Ru

ss

ia

UA

E

So

uth

Afr

ica

Tu

rke

y

Ind

ia

Ch

ina

Ja

pa

n

S.

Ko

rea

Ind

on

es

ia

Au

str

ali

a

Sin

ga

po

re

Ho

ng

Ko

ng

Ma

lay

sia

Co

lom

bia

Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89

Improving access to food, potable water and housing

79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89

Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88

Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88

C reating and maintaining a modern infrastructure

80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88

S upporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86

Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85

Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85

Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84

Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84

Developing better solutions for immigrants, refugees and migrant workers

67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81

Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79

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, V isible) General Population, 28-country

global total, question asked of half the sample.

45

Percent who agree that CEOs should be personally visible in discussing:

8 in10Societal Issues

‣ Income inequality

‣ Public policy discussions

‣ Personal views on societal issues

7 in10Financial Results

General

Population

5452 51

53

69

63

72

58

44

50

39

46 45

35

48

55

4650

35

64

7073 72

48

43

38

62 64

73

45

Glo

ba

l

GD

P 5

Ca

na

da

U.S

.

Me

xic

o

Co

lom

bia

Bra

zil

Arg

en

tin

a

Ire

lan

d

U.K

.

Sw

ed

en

Ne

the

rla

nd

s

Ge

rma

ny

Fra

nc

e

Sp

ain

Ita

ly

Tu

rke

y

Po

lan

d

Ru

ss

ia

S.

Afr

ica

UA

E

Ind

ia

Ch

ina

Ho

ng

Ko

ng

S.

Ko

rea

Ja

pa

n

Ma

lays

ia

Sin

ga

po

re

Ind

on

esi

a

Au

stra

lia

Yet, Many Do Not Trust CEOs To Do What Is Right

46

General

Population

50%

In 12 of the 28 countries, the general population do not trust food and beverage C EOs to do what is right

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the food and beverage industry to do what is right. Please use the 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, 28-

country global total.


Percent who trust CEOs to do what is right, food & beverage sector

Because CEOs’ Focus Misplaced

Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population.

[‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are

too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total.

47

Percent who agree with each statement about CEOs

Focus on short-term

financial results

Lobbying

Too Much

67%

57%

Positive

long-term impact

Job creation

Not Enough

57%

49%

General

Population

7370 69

72 74

83

G lobal G DP 5 APAC EU NorthAmerica*

LatinAmerica

Yet, 1 in 4 Do Not Trust Their Employer

To Do What is Right

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, question was asked of half the sample.

*Low Base size for North America; N=19


48

Percent who trust the company for which they work, food & beverage

sector

General

Population

73%

60%

Food & Beverage Employees Trust

their Employers More Than Others

in the Sector

Trust Others

in SectorTrust in

Employer

What Do Employees Think?

Trust in their employer vs. trust in other companies in the sector in

which they work

62% 61% 60%

52% 51%52% 53% 52%

40% 41%

Almost 60 Percent of Food & Beverage Employees

Don’t See Their CEOs Engaged in Societal Issues

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? (Yes summary) General Population, 28-country global total, question was asked of half the

sample.

49

Respondents who say their company and their CEO are engaged in societal

issues, by industry sectorCEO

engagedCompany

engaged

Technology Food & Beverage HealthFinancial Services Energy

General

Population

Employees of food

companies NOT engaged in societal

issues

Employees of food

companies engaged

in societal issues

Food & Beverage Employee Advocacy in Sector

Increases With Societal Issue Engagement

Source: 2016 Edelman Trust Barometer Q527-529 Does your company 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 nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General

Population, 28-country global total, question was asked of half the sample. 50

Percent who agree with each statement, comparing those who work at

companies involved in addressing broader societal issues vs. those who do not,

food and beverage sector

64

76

70

60

70

73

78

Stay working for the company

Committed to achieving our strategy

Confidence in the future of the company

Recommend company as an employer

Motivated to perform

Recommend products and services to others

Do the best possible job for the customer

Impact of

Company

Engagement

10

12

12

22

11

4

15

88

85

82

82

81

80

79

General

Population

Level of Employee Advocacy/Commitment

InternationalMarket

Integrity 54 31 23

Has Ethical Business Practices 55 31 24

Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23

Has Transparent And Open Business Practices 55 31 24

Engagement 55 32 23

Treats Employees Well 58 33 25

Listens To Customer Needs And Feedback 58 33 25

Places Customers Ahead Of Profits 55 31 24

Communicates Frequently And Honestly On The State Of Its Business 48 29 19

Products 49 34 15

Offers High Quality Products Or Services 58 35 23

Is An Innovator Of New Products, Services Or Ideas 41 32 9

Purpose 43 28 15

Works To Protect And Improve The Environment 50 30 20

Creates Programs That Positively Impact The Local Community 44 29 15

Addresses Society's Needs In Its Everyday Business 45 29 16

Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10

Operations 37 28 9

Has Highly-Regarded And Widely Admired Top Leadership 39 27 12

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9

Delivers Consistent Financial Returns To Investors 36 28 8

Understand Trust-Building AttributesCompany Importance vs. Performance

%

Performance

%

Importance Gap

General

Population

52

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) General Population, 28-


Know What They Need: Data, Quality & Safety Critical

Address Gaps: Transparency, Sustainability, Engagement &

Purpose

Protects consumer data 86 63 23

Ensures quality control 85 69 16

Keeps me and my family safe 81 60 21

Is transparent in reporting progress on company’s social responsibilities 80 57 23

Makes my life easier 80 69 11

Embraces sustainable business practices 80 62 18

Has leadership that effectively represents the interests of all stakeholders 79 59 20

Supports local charities and good causes 75 58 17

Develops intellectual property 74 60 14

Makes me feel connected to something bigger 70 53 17

Importance vs. performance of behavior in building trust in a company

%

Performance

%

Importance Gap

General

Population

53


Barometer. Q335-440 How important is

each of the following behaviors to

building your TRUST in a company?

Use a 9-point scale where one means

that behavior is “not at all important to

building your trust” and nine means it is

“extremely important to building your

trust” in a company. (Top 4 Box,

Importance) Q347A-J How well do you

think the food industry is performing on

the behaviors listed below. Use a 9-

point scale where one means they are

“performing extremely poorly” and nine

means they are “performing extremely

well”. (Top 4 Box, Performing) General

Population, 28-country global total.

Integrity 51 27 24

Exhibits highly ethical behaviors 50 24 26

Takes responsible actions to address an issue or crisis 53 33 20

Behaves in a way that is transparent and open 50 24 26

Engagement 49 24 25

Treats employees well 52 25 27

Listens to customer needs and feedback 50 25 25

Places customer ahead of profits 47 23 24

Communicates frequently and honestly on the state of their company 46 23 23

Products 45 33 12

Places a premium on offering high-quality products or services 48 34 14

Is focused on driving innovation and introducing new products/services/ideas 42 32 10

Purpose 40 25 15

Is dedicated to protecting and improving the environment 41 22 19

Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14

Ensures that the company addresses society's needs in its everyday business 43 26 17

Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9

Operations 37 28 9

Attracts and retains a highly regarded and widely admired top leadership team 40 29 11

Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4

Manages the company in a way that delivers consistent financial returns 41 29 12

Work to Improve Leadership Performance

Importance vs. performance of 16 trust-building leadership attributes%

Performance

%

Importance Gap

General

Population

54


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 nine-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, 28-


2527

19

2528

33

27 28

24

28

37

313230

48

24 25 26

21 21 22 2320

1619 19

14

19 18 18

8 9 8

1310 11

Use Employees as Essential Advocates

Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's f inancial earnings and operational performance, and top leadership’s accomplishments?

Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 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 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 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, 28-country global total.55

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customerPartnerships/

Programs to address

societal issues

Views on

industry issues

Employees Most Trusted

General

Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

56

General

Population


General

Population

Swing Trusters

57%59%

60%

54%

57%

57%

Food &

Beverage

Industry

Grocery,

Supermarkets &

Food Retailers

Food &

Beverage

Manufacturers

Fast Food

Restaurants

Agribusiness Farming

&

Fishery

Brewing

&

Spirits

55%

Distrusters (1-4)


High Trusters (8,9)


General Population

Consider Swing Trusters an External Advocacy Channel

Swing Trusters, who are they? What do they need? How will their attitudes and behaviors impact your business?

48

42

26

35

20

12

Once You’ve Built Trust, Work to Maintain It

57

Percent who engage in each behavior based on trust

68

59

41

38

37

18

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

General

Population

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, 28-country global total, questions 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, 28-country global total, question asked of half the sample.

most trusted content creators: #1

Friends and Family

most trusted media source: #1

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