Trust barometer 2015 Hong Kong

2015EDELMAN TRUST BAROMETER

HONG KONG RESULTS

VIDEO


HONG KONG RESULTS

PG 4

TODAY’S PANEL

May-kay Wong

General Manager

Corporate Relations, MTR

David Schlesinger

Former Chairman

Thomson Reuters China

Yan-yan Yip

Chief Executive Officer

Civic Exchange

PG 5

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



PG 6

The Global State of Trust

PG 7

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

GLOBAL 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

U.S. 59

Netherlands 59

Brazil 55

Germany 55

France 54

Sweden 54

U.K. 53

Italy 51

Australia 50

Poland 48

S. Korea 47

Ireland 46

Argentina 45

Spain 42

Turkey 42

Japan 41

Russia 36

2013

GLOBAL 57

China 80

Singapore 76

India 71

Mexico 68

Hong Kong 67

UAE 66

Malaysia 64

Canada 62

Indonesia 62

PG 8

Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries

50%

GLOBAL TRUST IN MEDIA Informed

Public

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

2014 2015

PG 9

Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries

50%

Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that


means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.

GLOBAL TRUST IN NGOS Informed

Public

% 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

2014 2015

PG 10

Lower Trust in 11 CountriesIncreased Trust in 16 Countries

% Trust

50%

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.

GLOBAL TRUST IN GOVERNMENT Informed

Public

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

2014 2015

PG 11

Lower Trust in 16 CountriesIncreased Trust in 11 Countries

% Trust

50%

Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that


means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.

GLOBAL TRUST IN BUSINESS Informed

Public

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

2014 2015

PG 12

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 13

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

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.

PG 14

54%

61%

71%

50%

57%

68%

State-owned Big Business Family-owned

Informed

Public

GLOBAL HONG KONG

TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. HONG KONG

ENTERPRISE TYPE

48%

71%

51%

37%

50%

41%

State-owned Big Business Family-owned

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, in Hong Kong and 27-country global total.

2014

2015

2014

2015

PG 15

Trust in Hong Kong

Photo by Michael Lee

http://www.flickr.com/photos/themikelee/2546194512/sizes/l/

PG 16

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 Hong Kong.

TRUST IN HONG KONG

BUSINESS

GOVERNMENT

MEDIA

NGOS

Informed

Public

77%63%

2014 2015

#1

63%

41%

2014 2015

#449% 42%

2014 2015

#3

45% 42%

2014 2015

#2

PG 17

70%

76% 77%

63%65%

68%

63%

41%

47%

60%

49%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2012 2013 2014 2015

INCREASINGLY EVAPORATION OF TRUST IN HONG KONG

NGOs

Business

Government

Media

Informed

Public


PG 18

59%

33% 30%39%

57%

41% 41%37%

70%

50%57%

48%

82%

64%55%

45%

25-34 35-44 45-54 55-64

THE GENERATION GAPInformed

Public

52%

35% 31%

47%51%

40% 36%

49%59%

51%46%

53%

67%60%

44%51%

BUSINESSGOVERNMENT MEDIANGOS

General

Population

Informed

Public

General

Population


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 Hong Kong.

MEDIA SOURCESInformed

Public

76%

77% 79%

54%

64%64% 65%

57%

50%

56%50%

49%

63%

67%65%

58%

43%

58%

46%43%

2012 2013 2014 2015

Traditional Media

Online Search Engines

Social Media

Hybrid Media

Owned Media

PG 20

GO-TO MEDIA SOURCES SHIFTInformed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH

General Information Breaking News 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 Hong Kong.Q184. What is the first source you go to for breaking news about business? Informed Publics, in Hong Kong.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Hong Kong.

29%

29%

21%

34%

20%17%

18%

27%

32%

2013 2014 2015

22%

19% 19%

28%

26%

21%

21%

31%

27%

2013 2014 2015

15%13%

14%

28%

27%

22%23%

28% 29%

2013 2014 2015

The First Source for…

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 Hong Kong.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 Hong Kong.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 Hong Kong.

28%

39%

39%

43%

43%

48%

51%

55%

65%

66%

Brands I don’t use

Celebrities

A company CEO

A well-known online personality

Elected officials

Employees of a company

A journalist

Companies I use

An academic expert

My friends and family

Informed

Public

TRUSTED

NEUTRAL

DISTRUSTED

MOST TRUSTED CONTENT CREATORS

50%

PG 22

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 Hong Kong.

LEADERSHIP CREDIBILITY

70%

64%

71%

65%

57%

47% 47%45%

71%

65% 64%

56%

43% 43%39% 39%

Academic orIndustry Expert

CompanyTechnical Expert

A PersonLike Yourself

NGORepresentative

RegularEmployee

GovernmentOfficial

or Regulator

Financial orIndustry Analyst

CEO

2014 2015

More Trust Less Trust

Informed

Public

PG 23

Rebuilding Trust

PG 24

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 26

13%

15%

10%

12%

14%

12%

12%

12%

16%

13%

9%

13%

14%

16%

12%

16%

23%

19%

20%

22%

25%

25%

29%

25%

36%

32%

29%

32%

31%

36%

32%

35%

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 ATTRIBUTESInformed

Public

BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE

OPERATIONS

PURPOSE

PRODUCTS

INTEGRITY

ENGAGEMENT

Gap

-19

-20

-20

-17

-19

-20

-19

-20

-13

-17

-13

-11

-10

-10

-4

-10

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, Hong Kong.

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, Hong Kong.

*Excludes don’t know responses

PG 27

BUILDING AND DEFENDING TRUST

53% 37% 32%

Fails to

Contribute

to the Greater

Good

Does Not Help Me

and My Family

Live a Healthy Life

Lacks Economic

Growth

59% 42% 47%

Produces Economic

Growth

Helps Me and My

Family

Live a Fulfilling Life

Allows Me to Be

a Productive

Member of

Society

Reasons Trust in Business INCREASES

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 Hong Kong. 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 Hong Kong.

Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in

Hong Kong.

Reasons Trust in Business DECREASES

36% 49%

PG 28

APACMEA TRUST DRIVERS

PG 29

BEHAVIOR BASED ON TRUST IN HONG KONG

WHY TRUST MATTERS Informed

Public

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, Hong Kong.

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, Hong Kong.

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-60% 75%

Criticized them to a friend/colleagueRecommended them to a friend/colleague

-60% 59%

Paid more for products/services 50%

Shared negative opinions online

Shared positive opinions online

-37% 44%

Defended company

42%I sold shares I bought shares-26%

23%

PG 30

PG 31

TODAY’S PANEL

May-kay Wong

General Manager

Corporate Relations

MTR

David Schlesinger

Former Chairman

Thomson Reuters China

Yan-yan Yip

CEO

Civic Exchange

Bob Grove

CEO, North Asia

Edelman


HONG KONG RESULTS

Marketing

Trust barometer 2015 Hong Kong