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The China findings of the 2011 Edelman Trust Barometer survey, the firm's 11th annual study on trust and credibility.
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2011 Edelman Trust Barometer
China findings
Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries of which 375 in China
Ages 25 to 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
2
APAC Select Countries: India, China, Japan, South Korea,
Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200
aged 25-64)
The Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Trust is now an essential line of business2010
3
2010 Year in review
State of Trust
Shifting center of gravity
6
57%54%
47%45%
61%
56%52%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
2010 2011
Trust in Institutions – Global
Globally, trust increases in all institutions
A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how
much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
+4
+5 +4
+2
62%58%
54%51%
62% 61%64%
61%63%
61%
88%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
Global Asia Pacific China
Trust in Institutions
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale
where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to
do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 Countries (global), Asia Pacific and China
7
Unlike global and APAC peers, China has extremely high trust in
government and media
54%58%
54%
64%67%
63% 62%
47%
57%
45%
56%
61%
46%
80%
70%67%
61%
54%53%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US Indonesia India Singapore China Australia Japan South Korea
8
China trust in business steady
Trust in Business (2010 – 2011)
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Trusters Distrusters
2010 2011
+16
- 8
Neutral
+2
47%
59%
46%
74%
84%
62%
41% 42%
50%
43%
52%
64%
40%
88%
77%
62%
52% 51% 50%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US China Singapore Indonesia Australia Japan South Korea
India
9
China trust in government increases, similar to global and APAC movement
Trust in Government (2010 – 2011)
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT
DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Trusters Distrusters
2010 2011
+5
Neutral
+5
+14
+11- 6
45%
54%
38%
75%
63% 63%
49%
58%
36%
30%
49%
61%
27%
86%
80%
59%
53%50%
48%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US Indonesia China Singapore South Korea
India Japan Australia
10
China trust in media increases significantly, also similar to global and APAC
movement
Trust in Media (2010 – 2011)
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT
DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Trusters Distrusters
2010 2011
+7
+11
- 11
+17
+12
Neutral
+4
58%61%
48%
63%
2008 2011
59%
46%
63%
55%
2008 2011
59%
81%
56%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2011
40%
48%
56% 55%
2008 2011
11
Brazil China U.S. UK/FR/GER
Trust in Business and NGOs
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China
Trust in NGOs now on par with business in emerging markets
More trusted than business in developed markets
Business NGOs
12
Trust in NGOsInformed Publics ages 35-64
36%
53%
48%
55%
52%
59%
31%
53%
30%
35%
40%
45%
50%
55%
60%
65%
70%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
US UK/FR/GER India China
A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM
A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
Emerging markets’ trust in NGOs caught up to developed markets’ trust in
NGOs
13
2009 2011
Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Singapore, UAE and Argentina)
China 61
Brazil 58
India 58
Indonesia 58
Global 49
Japan 49
Australia 47
S. Korea 45
UK 42
Germany 42
France 41
US 36
Singapore N/A
Brazil 80
Indonesia 74
China 73
Singapore 67
India 56
Global 55
S. Korea 53
Australia 51
Japan 51
France 50
Germany 44
US 42
UK 40
Trust Index 2009 – 2011: Despite China’s higher trust composite score,
other countries outrank it on the Trust Index
14
Trust in Institutions – U.S.Informed Publics ages 25-64
59%
36%
54%
46%
43%
30%
46%
40%
46%
31%38%
27%
63%
45%
63%
55%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011
Business Government Media NGOs
Worldwide
Financial Crisis
In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.
75% 76% 76%71%
69% 69%
61%65%
50%
39%36% 34%
30%
76% 75%73% 73%
69% 69% 68%64%
63%
50%
44%42% 40% 39%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
15
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
Most Trusted National Identity for Companies – Global
Companies headquartered in China among least trusted by global informed
publics, despite rise in trust; all BRIC countries least trusted
N/A N/A
+ 4+ 5+ 5
+ 3
+ 3
Distrusted HQ CountriesTrusted HQ Countries2010 2011
77% 75% 73%75% 75%
67%70%
67%
58%
43% 42%39% 37%
80%77% 77% 77% 75%
72% 72%69% 69%
61%57%
54% 54% 53%49%
46% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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) Informed Publics ages 25-64 in APAC
APAC’s Trust in Companies Headquartered in Each Country
In APAC, trust in China headquartered companies on the rise
N/A N/A
+10
Distrusted HQ CountriesTrusted HQ Countries
2010
2011
N/A N/A
+ 5
+7+7 +7
+ 4
39%
83%
75% 74% 73%
53% 52%
47% 46% 45%43%
40%
33% 32% 31% 30% 30% 30%27% 26% 25% 25%
15% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17
A13-29. [China TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64 in 20 countries (excludes
Singapore, UAE and Argentina)
Companies headquartered in China distrusted by a majority of countries;
most emerging markets more trusting
Trust in Companies Headquartered in China
+ 33
+ 10
+ 15
+24
+20
+10
+ 21
+ 5
- 6
18
BRIC strategy to target emerging economies producing results
Slight image improvement in West
Trust in Companies Headquartered in BRIC
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64
86%
44%
65%
28%33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brazil HQs
+ 32
+17
+15
43%
62%
70%
27%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Russia HQs
+16
+32
+12
- 7
56%60%
65%
30%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India HQs
+17
+13+15
- 653%
40%
74%
45%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China HQs
+ 15
+20
+ 21
- 6
+14 +15
+33
19
81% 83%
77%
58% 59% 59%
69%
49%
67%
79%
61%
45%
98%
90% 88%
82% 81% 81% 79% 78%74%
64% 62%
55% 55%52% 52%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%2010 2011
N/A N/A N/AN/A
Trust in Industries – China
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in China.
*Note Wording Changes from 2010:
- Media asked as Media Companies
- Consumer Packaged Goods asked
as Consumer Packaged Goods
Manufacturers
- Food and Beverage asked as Food
Trust in Biotech and Energy industries fell in China while trust in most other
industries remained high and/or increased+17 + 7
+23 +20 + 9
+15 - 12- 27
50%
51%
52%
54%
57%
57%
59%
62%
63%
63%
65%
65%
66%
68%
69%
81%
Financial services
Banks
Insurance
Media
Brewing and spirits
OTC personal health care products
Consumer packaged goods
Energy
Pharmaceuticals
Entertainment
Retail
Biotech
Food and beverage
Telecommunications
Automotive
Technology
20
China trust in industries differs from global trust; globally, trust in banks
second to last, while in China trust in banks is second overall
Trust in Industries
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in in 23 countries, APAC and China.
87% 98% #1
77% 82% #4
78% 88% #3
66% 52%
67% 55%
71% 78%
67% 64%
72% 79%
68% 52%
59% 41%
61% 62%
54% 55%
64% 81% #5
65% 81% #5
75% 90% #2
66% 74%
Significant at 95%
confidence level
compared to global
Asia
Pacific
78%
83%
61%
48%
40%
54%
71%
44%46%
26%
90%87%
71%69%
52%
44%
25% 23%
16%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China India Japan Brazil France Russia US Germany UK Ireland*
2008 2011
21
Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan
Trust in Banks
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
+12
- 46
- 30
- 20
+21+10
- 10
+12 - 21
2010-2011 Drops: -8 -9 -22*Note: Data for 2009/
2011 displayed
84% 83% 82%
53%
69%
75%
37%
92% 90%87%
71% 71%
64%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Indonesia China India Japan Singapore South Korea Australia
2010 2011
22
Trust in Banks
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
Trust in banks is still strong in APAC; Australia the exception, being more in
line with the west
+7
+18
- 11
Business and Society
Toward shared value
24
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 4 Box, Important)
Informed Publics ages 25-64 in 23 countries, Asia Pacific and China
78%
79%
87%
88%
89%
90%
92%
92%
92%
94%
Has highly-regarded and widely admired top leadership
Delivers consistent financial returns to investors
Is an innovator of new products, services or ideas
Is a good corporate citizen
Communicates frequently and honestly on the state of its business
Prices its brands fairly and competitively
Treats employees well
Is a company I can trust
Has transparent and honest business practices
Offers high quality products or services
Reputation Factors
Significant at 95%
confidence level
compared to global
High quality, transparency, employee treatment, fair pricing and frequent
communication most important to corporate reputation in China
Asia
Pacific
93% 98%
90% 97%
89% 87%
91% 97%
91% 97%
90% 95%
88% 93%
85% 82%
84% 92%
73% 57%
#1
#2
#2
#2
#3
84%
72%70% 70%
64%60%
57% 57% 56% 55%52%
50% 49% 48%44% 44% 43% 43%
39%37% 35%
33%30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
25
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 countries
% who agree
China among those least likely to agree with Milton Friedman’s assertion
that ―the social responsibility of business is to increase its profits‖
Milton Friedman: “The social responsibility of business is to increase its profits”
91% 89% 89% 89%85% 85% 85%
82% 81% 81% 80% 79% 78% 78%74% 73% 72% 71% 71%
67%63% 62%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value
26
G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries
By contrast, nearly nine out of 10 in China believe business must align with
society’s interests in creating shareholder value
82% 82%
74% 73%70% 69%
67% 66%63% 63% 62% 61% 61%
58% 57% 56%53% 53%
50% 49% 48%44%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner
27
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 countries
And six out of 10 in China believe government needs to step in to ensure
business behaves responsibly
Roadmap to Trust
A new way forward
29
51%
45%
52%48%
30%
37%
19%
73%
50%47%
42%39%
36%
23%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An academic or expert
CEO Government official
NGO representative
A financial or industry analyst
Technical expert within the company
Person like yourself
Regular employee
2010 2011
Credible Spokespeople – China
Credibility of a ―person like yourself‖ and a regular employee as a source of
information about a company declines; credibility of an academic/expert and
financial/industry analyst increases
N/A
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in China.
+22
+9 - 14
- 12
40%
51%
31%
58%
53%50%
66%
45%
53%
38%
50%
58%
34%
78%
67%63%
58%
50% 50% 49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global APAC US India Japan South Korea
Singapore China Indonesia Australia
2010 2011
30
CEO credibility gaining globally and in many APAC nations, but steady in
China
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
Credible Spokespeople – CEO
APAC
+7
+10
+14
+11
+20
+13
16%
38%
10% 10%
2%
23%
0%
10%
20%
30%
40%
50%
60%
31
52%
13%
17% 18%
0% 1%
0%
10%
20%
30%
40%
50%
60%
47%
18%
5%
25%
3% 2%
0%
10%
20%
30%
40%
50%
60%
In crises, people want to hear from various voices depending on the situation
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about
that crisis. Informed Publics ages 25-64 in China.
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64
in China.
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about
that damage? Informed Publics ages 25-64 in China.
Trusted spokesperson
during a company crisis
Preferred spokesperson
during a product recall
Preferred spokesperson when the
local community has been damaged
China
32
42%
13%
26%
10%
6%3%
0%
10%
20%
30%
40%
50%
60%
APAC
33%
5%
35%
18%
7%
2%
0%
10%
20%
30%
40%
50%
60%
US
In a product recall, informed publics in China want to hear from CEO
Who Informed Publics Want to Hear from During a Product Recall
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about
that recall? Informed Publics ages 25-64 in U.S., APAC and China
52%
18% 17%
13%
1% 0%0%
10%
20%
30%
40%
50%
60%
China
33
34%
13%
10%
22%
15%
6%
0%
10%
20%
30%
40%
50%
APAC
47%
7%
10%
24%
10%
2%
0%
10%
20%
30%
40%
50%
US
When local community damaged, informed publics in China want to hear
from an independent third party and government official
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do
you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., APAC and China
16%
10% 10%
38%
23%
2%
0%
10%
20%
30%
40%
50%
China
34
Strong media brands rise to the top
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Brazil
Brazil
Information Sources
1. Google 11%
2. Yahoo! 10%
3. Globo 10%
4. Correio Braziliense 9%
5. O Globo 7%
6. Estadao.com 5%
7. JB 4%
8. Brazilian 3%
9. Folha de São Paulo 3%
10. Terra 3%
U.S.
Information Sources
1. Google 31%
2. The Wall Street Journal 24%
3. The New York Times 16%
4. CNN 16%
5. FOX News 14%
6. Yahoo! 10%
7. National Public Radio 7%
8. The Economist 7%
9. Bloomberg 7%
10. MSNBC 6%
U.K.
Information Sources
1. Google 47%
2. BBC 46%
3. The Financial Times 16%
4. The Times 13%
5. The Guardian 11%
6. The Economist 7%
7. The Telegraph 7%
8. Sky News 6%
9. Yahoo! 5%
10. The Independent 4%
China
Information Sources
1. CCTV 30%
2. Baidu 18%
3. Sina 11%
4. Sohu 10%
5. `163.COM 8%
6. Google 7%
7. Phoenix Television 5%
8. Xinhua 4%
9. The Wall Street Journal 1%
10. China Securities Journal 1%
Most relied on source for company information (unaided)
11%
24%
7%
8%
10%
10%
18%
25%
23%
28%
40%
41%
Corporate/product advertising
Corporate communications such as press releases
Microblogging sites, such as Twitter
Blogs
Social networking sites
Content-sharing sites, such as YouTube
News/RSS feeds
Online search engines
Magazines or business magazines
Radio or radio news
Newspapers
Television or television news
35
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and China.
Tra
ditio
nal
So
cia
l Me
dia
Co
rpo
rate
Trusted Information Sources – Trust a Great Deal
On
line
Mu
ltiple
so
urc
es
China most trusting of TV, newspapers and radio as sources of information
about a company
74%
54%
42%
8%
13%
7%
2%
1%
4%
1%
7%
2%
APAC
36
3%
6%
7%
12%
18%
21%
34%
0% 10% 20% 30% 40% 50%
Social media
Company website
Friends and family
Print (newspapers/magazines)
Broadcast (radio/TV)
Online search engine
Online news sources
0%
2%
3%
8%
23%
30%
34%
0% 10% 20% 30% 40% 50%
Social media
Friends and family
Print (newspapers/magazines)
Company website
Online news sources
Online search engine
Broadcast (radio/TV)
Where Informed Publics go for company news and information – China
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
about a business crisis? Informed Publics ages 25-64 in China
First Source Second Source
Are these the same types of sources
you consult first for information
about a business crisis?
People go to trusted sources first for news and information about companies
No, 5%
Yes, 93%
37
H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in China.
Once (1), 0%
Twice (2), 46%
Three times (3), 43%
Four or Five times (4 - 5), 9%
Six to Nine times (6-9), 1%
1-3 times
89%
Informed Publics in China need to hear something 1-3 times to believe it
China
The Benefits of Trust
31%
34%
50%
46%
39%
27%
21%
57%
88%
Bought shares
Paid more for products/services
Chose to buy products/servicesRefused to buy products/services
Recommended them to a friend/colleagueCriticized them to a friend/colleague
Shared negative opinions online
Sold shares
Shared positive opinions online
+_Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – China
F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in China.F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in China.
39
Through personal action, trust has tangible benefits
When a company is distrusted When a company is trusted
7%38%
76% will believenegative information
after hearing it 1-2 times
-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in China.
-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in China.
Trust protects reputation
40
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
64%will believe
positive information after hearing it 1-2 times
China
Conclusions
Business must align profit and purpose for social
benefit
Trust is a protective agent and leads to tangible
benefits and sales; lack of trust is barrier to change
Current media landscape plus increased
skepticism requires multiple voices and channels
41
Demand for authority and accountability set new
expectations for corporate leadership
The Transformation of Trust
42
Control Information
Focus Solely on Profit
Pro
tect th
e B
ran
d
Sta
nd
Alo
ne
Profit With Purpose
Old Trust Framework New Trust Architecture
WHAT
44
19%
30%
37%
45%
48%
51%
52%
Regular employee
A financial or industry analyst
Person like yourself
CEO
NGO representative
An academic or expert
Government official
2010
CEO credibility climbs while ―person like yourself‖ drops to bottom
Credible Spokespeople – China
7%
23%
36%
39%
42%
47%
50%
73%
Regular employee
Person like yourself
Technical expert within the company
A financial or industry analyst
NGO representative
Government official
CEO
An academic or expert
2011
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in China.