Edelman Trust Barometer 2011 China Findings

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    31-Oct-2014

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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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  • 1. 2011 Edelman Trust BarometerChina findings
  • 2. Edelman Trust Barometer at a glanceEleventh annual study5,075 people in 23 countries of which 375 in ChinaAges 25 to 64College-educatedIn top 25% of household income per age groupin each countryReport significant media consumption and engagementin business news and public policyAPAC Select Countries: India, China, Japan, South Korea,Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200aged 25-64) 2
  • 3. The Edelman Trust Barometer in retrospect 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 3
  • 4. 2010 Year in review
  • 5. State of TrustShifting center of gravity
  • 6. Globally, trust increases in all institutions Trust in Institutions Global 2010 2011 100% 90% +4 +2 80% +5 +4 70% 61% 60% 57% 56% 54% 52% 49% 50% 47% 45% 40% 30% 20% 10% 0% NGOs Business Government MediaA7-10. [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 isright. 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, howmuch 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) 6
  • 7. Unlike global and APAC peers, China has extremely high trust in government and media Trust in Institutions Global Asia Pacific China 100% 90% 88% 80% 80% 70% 63% 64% 62% 62% 61% 61% 61% 60% 58% 54% 51% 50% 40% 30% 20% 10% 0% NGOs Business Government MediaA7-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 scalewhere 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] todo what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 Countries (global), Asia Pacific and China 7
  • 8. China trust in business steady Trust in Business (2010 2011) 2010 2011 100% +16 Trusters Neutral Distrusters 90% 80% 80% +2 -8 70% 70% 67% 67% 64% 63% 62% 61% 61% 58% 57% 53% 60% 54% 56% 54% 54% 50% 46% 47% 45% 46% 40% 30% 20% 10% 0% Global APAC US Indonesia India Singapore China Australia Japan South KoreaA9. [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 isright. 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 doyou trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 8
  • 9. China trust in government increases, similar to global and APAC movement Trust in Government (2010 2011) 2010 2011 100% +14 Trusters Neutral Distrusters 88% 90% +5 84% 80% 74% 77% +5 -6 70% 64% 62% 62% +11 59% 60% 52% 52% 51% 50% 50% 50% 47% 46% 42% 43% 44% 40% 41% 40% 30% 20% 10% 0% Global APAC US China Singapore Indonesia Australia Japan South India KoreaA7. [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 institutionto 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 GREATDEAL, 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) 9
  • 10. China trust in media increases significantly, also similar to global and APAC movement Trust in Media (2010 2011) 2010 2011 +11 100% +17 Trusters Neutral Distrusters 90% 86% +7 80% 80% 75% +4 70% 63% 63% +12 61% 60% - 11 59% 58% 54% 53% 49% 49% 50% 48% 50% 45% 38% 40% 36% 32% 30% 30% 27% 20% 10% 0% Global APAC US Indonesia China Singapore South India Japan Australia KoreaA8. [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 institutionto 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 GREATDEAL, 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) 10
  • 11. Trust in NGOs now on par with business in emerging markets More trusted than business in developed markets Trust in Business and NGOs Business NGOs Brazil China U.S. UK/FR/GER100%90% 81% 80%80%70% 63% 59% 61% 63% 59%60% 56% 58% 55% 56% 55% 48% 46% 48%50% 40%40%30%20%10% 0% 2008 2011 2008 2011...