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2015EDELMAN TRUST BAROMETER
SINGAPORE RESULTS
FEBRUARY 3 2015
PG 2
PG 3
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
PG 4
BEHAVIOR BASED ON TRUST IN SINGAPORE
TRUST MATTERS
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, Singapore.
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, Singapore.
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-66% 78%
Criticized them to a friend/colleague
Recommended them to a friend/colleague
-61% 69%
Paid more for products/services 49%
Shared negative opinions online
Shared positive opinions online
-42% 47%
Defended company
40%
I sold shares
I bought shares-29% 43%
PG 5
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
PG 6
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
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
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
PG 7
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
THE NEW TRUST DEFICIT:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2015
GLOBAL 55
2015
GLOBAL 46
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
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
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Nearly 2/3 of countries are nowDISTRUSTERSamong the General Online Population
Informed
Public
General
Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
PG 8
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN SINGAPORE,
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 Singapore.
BUSINESS
GOVERNMENT
MEDIA
NGOS
76%71%
2014 2015
#1
70%59%
2014 2015
#4
71%61%
2014 2015
#3
75%70%
2014 2015
#2
TRUST IN INSTITUTIONS
PG 9
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs 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 NGOS: STILL MOST TRUSTED BUT NOW WANING
2014 2015
% Trust
66
7673
6462 61 62
59
47
75 74
84
76 76
70
75
6770
77
67 6669
58
67
58
41
47
37
63
8177
71 7065 64 63
58
74 73 72 71 7168 67 67 66
63 62 6159
57
5148
38 37
29
PG 10
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: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT
2014 2015
45
88
53
76
53
60
27
49
42
3237
34
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
2116
PG 11
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINESS 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 BUSINESS:MOST SIGNIFICANT DECREASES IN SINGAPORE AND AUSTRALIA
2014 2015
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
56
51
59
53
6258 57
4549
4341
39
57
85 84 84
73
6664
60
53
4845
43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
PG 12
BUILDING AND DEFENDING TRUST
53% 32% 31%
Fails to Contribute
to the Greater Good
Does Not Help Me and
My Family
Live a Fulfilling Life
Does Not Help Me and
My Family
Live a Healthy Life
52% 50% 47%
Contributes
to the Greater Good
Produces Economic
Growth
Helps Me and My
Family
Live a Fulfilling Life
Reasons Trust in Business Has Increased
in SINGAPORE
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 Germany. 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 Singapore.
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in
Singapore.
Reasons Trust in Business Has Decreased in
SINGAPORE
59%
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.”
PG 13
FOUR KEY FACTORS AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
PG 14
50%
86%82%
80%78% 78% 78% 77% 76% 75% 74% 74%
69% 68% 67% 66%
82%78%
71% 72% 71%69% 70%
75% 74%
68% 67% 67%
59%
65%
59%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE
Q43-60. [TRACKING] 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) Informed Publics, 27-country global total.
2014 2015
More Trust Less Trust
*% of countries in which trust decreased
PG 15
44% 45%
72%
64%
75%
69%
TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business
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.
DEVELOPED COUNTRIES DEVELOPING COUNTRIES
State-owned Big Business Family-ownedState-owned Big Business Family-owned
SINGAPORE
60% 61%
48%
State-owned Big Business Family-owned
PG 16
87% 86% 84% 84% 84%80% 79% 77% 76%
72%
61%57%
48%
42%39% 37% 36%
75% 74%
80% 80%75% 74%
70% 72%
66% 64%
52%
45%
30% 29% 27% 26% 27%
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 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
Most Trusted
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES 2014 VS 2015
SINGAPORE:BRIC COUNTRIES REMAIN DISTRUSTED
2014 2015
PG 17
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 Singapore.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN SINGAPORE
LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” TWICE AS CREDIBLE AS CEO
70%
58%
69%
55%52% 51% 51%
40%
59%57%
52% 51%49%
38% 37% 36%
Academic orIndustry Expert
A person likeyourself
CompanyTechnical Expert
NGORepresentative
GovernmentOfficial
or Regulator
Financial orIndustry Analyst
CEO RegularEmployee
2014 2015
More Trust Less Trust
PG 18
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Q11-14. [MEDIA 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
53
78
70 71
60
4548
40 40
35
42
30
19
79
70
6163
5558 59
54
48
63
54
4144
3740
51
80 7976
62
51 5048 47
44 43 42
20
77
59 57 5652
47 46 45 43 41 4038
34 3431
PG 19
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 Singapore.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN SINGAPORE
MEDIA SOURCES
73%
77% 79%
66%
63% 63%
67%
54%55%
52%
52%
54%
66%
72%
68% 70%
47%
54%
52%
46%
2012 2013 2014 2015
Traditional Media
Online Search Engines
Social Media
Hybrid Media
Owned Media
PG 20
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN SINGAPORE
MEDIA SOURCES
TELEVISIONNEWSPAPERS ONLINE SEARCH
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 Singapore.Q184. What is the first source you go to for breaking news about business? Informed Publics, in Singapore.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Singapore.
43%38%
31%
14%14% 12%
28%
31%
37%
2013 2014 2015
28%
30%
26%
21%
20%19%
30%
28%
29%
2013 2014 2015
32%
30%26%
22%
18%14%
28%
33%37%
2013 2014 2015
PG 21
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 Singapore.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 Singapore.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 Singapore.
34%
39%
45%
46%
49%
49%
54%
61%
69%
72%
Brands I don’t use
Celebrities
A well-known online personality
A company CEO
Employees of a company
Elected officials
A journalist
Companies I use
An academic expert
My friends and family
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN SINGAPORE
TRUSTED
NEUTRAL
DISTRUSTED
CONTENT CREATORS
BUILDING TRUST
PG 23
16 KEY ATTRIBUTES TO BUILDING TRUST
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
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.
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,
27-country global total.
PG 24
16%
18%
17%
16%
18%
19%
18%
20%
23%
18%
21%
20%
17%
20%
19%
20%
25%
27%
28%
26%
33%
32%
37%
23%
45%
40%
48%
45%
39%
47%
46%
49%
Delivers Consistent Financial Returns To Investors
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired
Has Highly-Regarded And Widely Admired Top Leadership
Partners With NGOs, Government And Third Parties To Address Societal Issues
Addresses Society'S Needs In Its Everyday Business
Creates Programs That Positively Impact The Local Community
Works To Protect And Improve The Environment
Is An Innovator Of New Products, Services Or Ideas
Offers High Quality Products Or Services
Communicates Frequently And Honestly On The State Of Its Business
Places Customers Ahead Of Profits
Listens To Customer Needs And Feedback
Treats Employees Well
Has Transparent And Open Business Practices
Takes Responsible Actions To Address An Issue Or A Crisis
Has Ethical Business Practices
TRUST BUILDING ATTRIBUTES –LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE
OPERATIONS
PURPOSE
PRODUCTS
INTEGRITY
ENGAGEMENT
Gap
-29
-26
-28
-27
-27
-26
-24
-26
-11
-22
-19
-19
-12
-14
-10
-9
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. Informed Publics, 27 Country Global Total.
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". Informed Publics, 27 Country Global Total.
*Excludes don’t know responses
PG 25
26%29%
21%23%
33%
54%
32%
28%
22%
30%32%35%
38%
43%
29%26%
29%
33%
39%
34%
10%
15% 15% 16%
11%
OperationsPurposeProductsIntegrityEngagement
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or
hear about a company. For each topic, please select which person you trust MOST to provide you with credible and
honest information about a company. Informed Publics, Singapore and APAC average.
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
INFLUENCERS: ACTIVIST CONSUMERS MOST TRUSTED
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON
TRUST AND INNOVATION
PG 27
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY GLOBAL VS SINGAPORE TODAY
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 Singapore.
TRUST IN BUSINESS INNOVATION
73% Too Fast7% Too Slow 19% Just Right
51% Too Fast28% Too Slow 19% Just Right
PG 28
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TR
US
T I
N I
NS
TIT
UTIO
NS
(TR
US
T I
ND
EX
)
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.RUS
INDO
CHI
PG 29
73%
63%
43%
40%
34%
25%
62%
69%
31%
58%
25%
35%
NEW TECHNOLOGICALADVANCEMENTS
BUSINESS GROWTHTARGETS
A DESIRE TO IMPROVEPEOPLE'S LIVES
GREED/MONEY
A DESIRE TO MAKE THEWORLD A BETTER PLACE
PERSONAL AMBITION
APAC
Singapore
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
IN SINGAPORE, INNOVATIONS PERCEIVED AS DRIVEN BY BUSINESS TARGETS AND GREED/MONEY AS WELL AS TECHNOLOGY
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today?
Informed Publics, Singapore and APAC average.
PG 30
35%
44%41%
33%36%
39%
17%13%
8%
14%
8% 8%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
2014 TRUST BAROMETER:
54% say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, Singapore. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, Singapore.
PG 31
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN SINGAPORE
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 Singapore.
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 Singapore.
TRUST IN INNOVATION
Make test results available publicly for review 80%
Run a clinical trial or beta test 72%
Partner with an academic institution 68%
Partner with an NGO 67%
Partner with government 66%
62% AGREE:
New developments are not tested
enough
PG 32
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.
50%
PG 33
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in Singapore.
Q43-60. 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.”
Informed Publics, in Singapore.
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN SINGAPORE
44%
58%
58%
60%
60%
71%
82%
59%
69%
75%
Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food & Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
-15
-9
-1
-24
-27
GapTrust in Industry Sector
vs. Trust in Industry to Innovate
BUSINESS INNOVATION
PG 34
TOWARDS TRUSTED INNOVATIONA REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, organizations must
conduct itself with new rigor and self-
awareness. A commitment to robust
relationships, transparency and
consistency in reporting, active listening
to stakeholders’ concerns and a
willingness to modify products and
services is required. Ultimately this is an
action of leadership, culture and conduct.
Organizations must continue to apply its
unparalleled perspective and skill to the
world’s greatest problems. Organizations
must bring ideas and products to market
that yield benefit, while ensuring the
public sees the connection between new
developments and societal benefit.
Innovative product and service solutions
should be recognized by stakeholders as
more than profit-drivers.
Organizations must adopt a new
framework rooted in facilitating dialogue,
sharing information and fostering
collaboration. Realizing that new
developments do not speak for
themselves, organizations must actively
engage a broad range of stakeholders to
facilitate greater understanding through
stories that reach and touch their
audiences. Organizations must explain
benefits completely, elucidate the
technology behind the innovations and
communicate its ethical practices in
bringing those discoveries to market. A
organization that does this well is one that
invites partnership, encouraged feedback
and interaction and listens openly.
PG 35
