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India
2016 Edelman Trust Barometer
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
‣ 10th year in India (since 2007)
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 and November 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
Trust in Retrospect
3
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
1 State of Trust
5148
4541
55 53
4742
6357
5148
6763
5751
Globally, Trust is 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
NGOs Business Media Government
+4 +6 +6 +3Informed
Public
General
Population
2015 2016
+4 +5 +2 +1
55 Global 60 Global
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 Malaysia
53 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
6
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 6 in 10
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 Global 50 Global
7
Trusters
Neutrals
Distrusters
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 Mexico57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population Left BehindAverage trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
GeneralPopulation
MassPopulation
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
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
InformedPublic
60 Global For the mass
population, the
global index falls into
distruster territory
8
Trusters
Neutrals
Distrusters
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 Mexico57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
India is a Net TrusterAverage trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
GeneralPopulation
MassPopulation
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
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
InformedPublic
60 Global For the mass
population, the
global index falls into
distruster territory
9
Trusters
Neutrals
Distrusters
2 Trust Inequality
53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
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, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 11
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
Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
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. 12
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Glo
ba
l 2
5
GD
P 5
Fra
nce
U.K
.
U.S
.
Sp
ain
Me
xic
o
Sin
ga
po
re
S.
Ko
rea
Ma
laysia
Ind
ia
Chin
a
Bra
zil
Ge
rma
ny
Au
str
alia
Ire
lan
d
Ru
ssia
Po
lan
d
Can
ad
a
Ja
pa
n
Ind
on
esia
Ita
ly
Arg
en
tin
a
UA
E
Hon
g K
on
g
Neth
erla
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
ed
en
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
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.
13
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10
50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
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”]
GDP 5 = U.S., China, Japan, Germany, U.K. 14
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 78
68
4952
6267
4945 46
5053
40
7479
46
6568
59
3844
80
55
6258
71
4642
4035
5256
48
3033
4550
32 31 3237
40
27
62
69
36
5659
51
30
37
73
48
5552
66
Glo
ba
l
GD
P 5
U.S
.
Fra
nce
Bra
zil
India
Ne
the
rla
nd
s
Ru
ssia
U.K
.
Ita
ly
Sin
ga
po
re
Ja
pa
n
Ho
ng
Ko
ng
Turk
ey
Sw
ede
n
Sp
ain
Po
land
Co
lom
bia
Mexic
o
Ire
land
So
uth
Afr
ica
UA
E
Arg
en
tin
a
So
uth
Ko
rea
Ge
rma
ny
Indo
ne
sia
Au
str
alia
Ma
laysia
Ca
na
da
Chin
a
19192022262931
Low-income
respondents
High-income
respondents
MassPopulation
The Inversion of Influence
15
Authority
& Influence
Influence
Authority
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, 28-country global total.
85%of population
48 Trust Index
15%of population
60 Trust IndexInformed
Public
16
Footer
State of Trust in India
3
6568 70 68
6469
6365
74
84
7682
77
87
7377
In India, Business Leads the Way
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, India.
17
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
+3 +3 -3 -5
Business MediaNGOs Government
2015 2016
-1 +1 -7 -3
6769
75 7477
55
63 64 65 64
5357
53
82
77
43
5551
6865
2012 2013 2014 2015 2016
69
8179
8487
61
68
63
68 69
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, India.
18
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
70
79
71
7673
60
70
64
70
63
NGOs
Government
Media
Business
Five-Year Trend Sees Gains for Government and Business
Informed
Public
General
Population
1919
Trust in Business
69
8179
84
87
61
68
63
68 69
2012 2013 2014 2015 2016
Informed
Public
General
Population
Sector Trends:
All Sectors 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, India.
*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 2016
5 yr.
Trend
Technology 83% 87% 91% 89% 88% 5
Automotive 74% 82% 87% 84% 82% 8
Telecommunications 73% 83% 85% 84% 81% 8
Energy 68% 80% 81% 80% 79% 11
Consumer Packaged Goods 64% 77% 78% 79% 76% 12
Food & Beverage 62% 76% 79% 78% 75% 23
Financial Service 59% 71% 70% 77% 74% 15
Pharmaceutical 61% 73% 75% 75% 72% 11
General
Population
20
7977
7275
6967 66
62
58
80 79 7876
73
6866
56
52
CEOs Trusted More than Peers
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, India, question asked of half the sample.
Percent who rate each spokesperson as extremely/very credible
2015 2016
+6
Technical
Expert
Academic
Expert
A person
like
yourself
Financial
Industry
Analyst
CEO NGO
representative
Board of
Directors
Government
official/regul
ator
CEO credibility
increased the most
Employee
General
Population
19
Purpose Impacts TrustPercent 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, India.
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic
growth
Contributes to the
greater good
Helps me and my
family live a fulfilling
life/Has good
leadership
Provides few/no public
services
Lacks economic growth
Fails to contribute to the
greater good
66%
54%
51%
37%
36%
36%
22
General
Population
Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Employee Advocacy Increases
with Societal Issue Engagement
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? 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, India, question asked of half the sample.23
Percent who agree with each statement, comparing those who work at
companies/for CEOs involved in addressing broader societal issues vs.
those who do not
68
71
79
76
69
74
83
Recommend company as an employer
Stay working for the company
Committed to achieving our strategy
Confidence in the future of the company
Motivated to perform
Recommend products and services toothers
Do the best possible job for the customer
Impact of
Company
Engagement
12
18
24
16
13
17
20
95
93
93
92
92
88
88
General
Population
24
Trust in Government Government has an opportunity to take charge of the net
trust in government to implement reforms and new ideas
53
57
53
82
77
43
55
51
68
65
2012 2013 2014 2015 2016
Informed
Public
General
Population
50%55
46
19 21
28
48
4145
4247
44
57
4650
46
63
5249
58 55 5551
69
62 64
73 7379 81
87
47
37
1520
24
31 31 33 33 34 3436 36 37
3945 46 47 49 49 49
57
64 64 6569 70
74
81 83
Glo
ba
l
GD
P 5
Ja
pa
n
Fra
nce
Ge
rma
ny
U.K
.
Au
str
alia
Ita
ly
S. K
ore
a
Ne
the
rla
nd
s
Sw
ede
n
Po
land
Ho
ng
Ko
ng
Ca
na
da
Ru
ssia
U.S
.
Sin
ga
po
re
Turk
ey
Ire
land
S. A
fric
a
Sp
ain
Ma
laysia
Me
xic
o
Arg
en
tin
a
Bra
zil
Ch
ina
UA
E
Indo
ne
sia
Co
lom
bia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
India Remains a Highly Optimistic Nation
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 25
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
Trust in NGOsSuffers after a tough year, trend shows diverging trust
6769
75 74
77
55
63 64 65 64
2012 2013 2014 2015 2016
Informed
Public
General
Population
27
Trust in Media A changing media landscape
2012 2013 2014 2015 2016
70
79
71
76
73
60
70
64
70
63
Informed
Public
General
Population
Search Engines*
Traditional Media
Online-only Media**
Social media
Owned media
72
7981
79
73
60
64
68 68
73
65
70 70
76
69
53
5960
6364
72
8382
85
81
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, India, question asked of half the sample.
Trust in each source for general news and information
*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.
General
Population
26
83 8178
7175
7073
6358
44
8380 78
75 75 74
6561
53
46
My friendsand family
An academicexpert
Companies Iuse
Employees ofa company
A well-knownonline
personality
A companyCEO
A journalist Electedofficials
Celebrities Companies [brands] I don’t use
Friends, Family and Business Most Trusted
Content Creators
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? General Population, India, question asked of half the sample.
29
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016
2015 2016
DistrustersTrusters
General
Population
The State of Trust in India
30
• Business is in a position of strength
• Trust in Government still strong, presents a big opportunity
• Fluctuating trust in Media with a downward trend
• Diverging trust trends for NGOs
4 How do we work with Inverse Influence?
Influence
The Inversion of
Influence
32
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
Actions
ValuesEmployee
Advocacy
Engagement
Embracing the New Reality of Influence to Address Trust Inequality
‣ 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
Influence
TRUST
33
Leadership
TRUST
