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2015EDELMAN TRUST BAROMETER
INDIA RESULTS
PG 2
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• 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 and public policy
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
3
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 FALL OF GOVERNMENT
2011 RISE OF AUTHORITY FIGURES
2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS
2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST
2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS
2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA
2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON
2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS
2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT
2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING
2002 FALL OF THE CELEBRITY CEO
2001 RISING INFLUENCE OF NGOS
TRUST IN RETROSPECT
4
INDIA TRUST THEMES
• Trust in the global context
• Global trust in India
• Trust and information sources
• Trust and innovation
• Building trust
5
TRUST IN THE GLOBAL CONTEXT
6
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
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 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 Publics in 27-country global total.
THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%57%
2014 2015
#2
45% 48%
2014 2015
#4GOVERNMENTMEDIA
NGOS
Informed
Public
PG 7
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN INDIA,
2014 VS. 2015
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 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 Publics in India.
TRUST IN INSTITUTIONS
BUSINESS
79% 84%
2014 2015
#1
71% 76%
2014 2015
#3
53%
82%
2014 2015
#2
75% 74%
2014 2015
#4
GOVERNMENT
MEDIA NGOS
Informed
Public
8
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVERNMENT IN GENERAL] 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 Publics, 27 -country global total.
TRUST IN GOVERNMENT: TRUST IN ANTICIPATION
Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
32
3734
28
19
24
1821
75
63
56
5154
4543
45 45
23
17
48
90
82 82
72
65
5450
43 42 4137
3330
2826 26
70
59
49 4945
42 41 40
33
21
16
9
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
INDIA: A NATION OF
TRUSTERS
THE TRUST INDEX:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2014
TRUSTERS from 30% to 22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS from 33% to 48% in 2015
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Informed
Public
10
• Soaring expectations
• Trust and development
• Trust in government
• Trust factors
o Type of government
o Independent press
o Economic factors
• Lessons
11
GLOBAL TRUST IN INDIA
12
50%
76% 75% 75% 74%70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED
Most Trusted
Informed
Public
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please
indicate how much you trust global companies headquartered in the following countries to do what is right. Use the
same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
13
TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please
indicate how much you trust global companies headquartered in the following countries to do what is right. Use the
same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED
Company’s
Country of Origin Type of Market
Percent in Market
Who Trust the Company
DEVELOPING
Country Multinational
Doing Business…
… in a Developing Country 57%
… in a Developed Country 22%
DEVELOPED
Country Multinational
Doing Business…
… in a Developing Country 77%
… in a Developed Country 58%
Informed
Public
14
67%
73%
55%
79%
58%
55%
47%
50%
26%
61%
22%
3…
66%
74%
54%
80%
59%
58%
49%
52%
29%
63%
25%
31%
73%
77%
55%
83%
61%
60%
51%
54%
28%
62%
26%
30%
Buy a Company
in Your Country
Buy a Minority Share in a
Company in Your Country
Make a Major
Investment in a New Plant
or Office in Your Country
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
Info rmed
Pub lic
HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO...
COUNTRY OF ORIGIN: DEVELOPED MARKETS DISTRUST INVESTMENT FROM DEVELOPING COUNTRY COMPANIES
Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How much
would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment situations?
(Top 4 Box, Trust) Informed Publics, 27-country global total.
15
• Sources of trust deficit
o Ease of doing business
o Policy predictability
o Transparency
o Societal issues
o Lack of international brands
o Emerging markets focus
• Is the trust deficit important?
16
TRUST & INFORMATION
SOURCES
PG 17
81%81%
87%89%
71%72%
74%
80%
68%
73%
71%
86%
74%
85%
89% 89%
52%
57%
66%
67%
2012 2013 2014 2015
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) Informed Publics, in India.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN INDIA
MEDIA SOURCESInformed
Public
Online Search Engines
Traditional Media
Hybrid Media
Social Media
Owned Media
PG 18
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN INDIA
MEDIA SOURCESInformed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
41%
47%
33%29%
24%
22%
15%
19%
25%
2013 2014 2015
13% 11% 11%
58% 58%
50%
14%
18%
22%
2013 2014 2015
21%
17%14%
38%
41%
32%
27%29%
31%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in India.Q184. What is the first source you go to for breaking news about business? Informed Publics, in India.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in India.
PG 19
Q130-143. [TRACKING] 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, Trust) Informed Publics, in India.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN INDIA
LEADERSHIP
83%80%
69%
78%80%
70%
65%
59%
85% 82%80%
77% 77%
72%
67% 66%
Academic orIndustry Expert
CompanyTechnical Expert
A Person LikeYourself
CEO Financial orIndustry Analyst
RegularEmployee
GovernmentOfficial orRegulator
NGORepresentative
2014 2015
More Trust Less Trust
Informed
Public
PG 20
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in India.Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in India.Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in India.
54%
65%
74%
75%
78%
80%
81%
84%
89%
89%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A journalist
Employees of a company
A company CEO
Companies I use
An academic expert
My friends and family
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN INDIA
TRUSTED
NEUTRAL
CONTENT CREATORS
PG 21
• Implications
o How to communicate
o Who communicates
o What to communicate
PG 22
TRUST &INNOVATION
PG 23
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN INDIA TODAY IS …
TRUST IN BUSINESS INNOVATION
77% Too Fast11% Too Slow
Informed
Public
12% Just Right
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in India.
PG 24
24%
30%
35%
54%
66%
70%
Make the World a
Better Place
Improve People's
Lives
Personal Ambition
Greed/Money
Business Growth
Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY
Info rmed
Pub lic
Q353. From the list below, what do you believe are the top three drivers of change in
business and industry today? Informed Publics, 27-country global total.
25
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TR
US
T IN
IN
STIT
UTIO
NS
(TR
US
T IN
DE
X)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
Data from Table 574
RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE
TRUST IN RECENT BUSINESS DEVELOPMENTS
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.
TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION
UAE
IND
BRA
MAL
SING
MEXGLOBAL
US
ARG
ITA
S.KO
NETH
GER
JAP
FRACAN
AUS
SWE
IRE
TURPOL
S.AF
HK
SPAU.K.
Informed
Public
RUS
INDO
CHI
26
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? Informed Publics, 27-country global total.
BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE
+29 +19 +26 +21 +6
83%
72% 71%
60%
37%
54% 53%45%
39%
31%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
… but do not take customers in developing markets for granted.
Info rmed
Pub lic
50%
PG 27
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN INDIA
Make test results available publicly for review 93%
Partner with an academic institution 86%
Run a clinical trial or beta test 83%
Partner with government 83%
Partner with an NGO 78%
Informed
Public
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in India.Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in India.
TRUST IN INNOVATION
65% AGREE:
New developments are not tested
enough
PG 28
• Trust vs. innovation correlation
• Trust vs. development correlation
• Emerging markets lead
• Innovation rationale
o Improving life and society
o Business growth
o Greed
BUILDING TRUST
30
Informed
Public
Q80-Q95. [TRACKING] 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) Informed Public, in
India.
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
16 KEY ATTRIBUTES TO BUILDING TRUST
69%
68%
68%
72%
64%
66%
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
62%
68%
65%
62%
62%
61%
60%
50%
47%
57%
PG 31
BUILDING AND DEFENDING TRUST
53% 47% 40%
Fails to Contribute
to the Greater Good
Does Not Allow Me to
Be a Productive
Member of
Society/Lacks
Economic Growth
Provides Few/No
Public Services
61% 58% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Helps Me
and My Family Live
a Fulfilling Life
Reasons Trust in Business Has Increased
in INDIA
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in India.Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in India.Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in India.
Reasons Trust in Business Has Decreased in
INDIA
53% 60%
91%agree
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”
PG 32
BEHAVIOR BASED ON TRUST IN INDIA
TRUST MATTERSInformed
Public
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-59% 89%
Criticized them to a friend/colleague Recommended them to a friend/colleague-57% 84%
Paid more for products/services
71%Shared negative opinions online
Shared positive opinions online-37%
63%
Defended company
53%I sold shares I bought shares-34%
58%
Q371-376. 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. Informed Publics, India.
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. Informed Publics, India.
PG 33
• Trust matters
• Building blocks
• Engagement
• Positive role in society
• Transparency
• Operations and products
PG 34
TRUST IN INDIA 2015
• Internal: Trust in anticipation
• External: Trust withheld
• Trust vs. development
• Trust vs. innovation
• Trust matters
35
On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks: REUTERS/Valentyn
Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines Flight MH370: REUTERS/Samsul
Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue: REUTERS/Jason Reed; Sony Pictures: AP
PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP PHOTO/Richard Drew. On slide 31: Narendra Modi:
REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.
