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2011 Edelman Trust Barometer China findings

Edelman Trust Barometer 2011 China Findings

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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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Page 1: Edelman Trust Barometer 2011 China Findings

2011 Edelman Trust Barometer

China findings

Page 2: Edelman Trust Barometer 2011 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)

Page 3: Edelman Trust Barometer 2011 China Findings

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

Page 4: Edelman Trust Barometer 2011 China Findings

2010 Year in review

Page 5: Edelman Trust Barometer 2011 China Findings

State of Trust

Shifting center of gravity

Page 6: Edelman Trust Barometer 2011 China Findings

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

Page 7: Edelman Trust Barometer 2011 China Findings

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

Page 8: Edelman Trust Barometer 2011 China Findings

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

Page 9: Edelman Trust Barometer 2011 China Findings

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

Page 10: Edelman Trust Barometer 2011 China Findings

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

Page 11: Edelman Trust Barometer 2011 China Findings

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

Page 12: Edelman Trust Barometer 2011 China Findings

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

Page 13: Edelman Trust Barometer 2011 China Findings

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

Page 14: Edelman Trust Barometer 2011 China Findings

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.

Page 15: Edelman Trust Barometer 2011 China Findings

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

Page 16: Edelman Trust Barometer 2011 China Findings

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

Page 17: Edelman Trust Barometer 2011 China Findings

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

Page 18: Edelman Trust Barometer 2011 China Findings

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

Page 19: Edelman Trust Barometer 2011 China Findings

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

Page 20: Edelman Trust Barometer 2011 China Findings

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

Page 21: Edelman Trust Barometer 2011 China Findings

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

Page 22: Edelman Trust Barometer 2011 China Findings

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

Page 23: Edelman Trust Barometer 2011 China Findings

Business and Society

Toward shared value

Page 24: Edelman Trust Barometer 2011 China Findings

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

Page 25: Edelman Trust Barometer 2011 China Findings

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”

Page 26: Edelman Trust Barometer 2011 China Findings

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

Page 27: Edelman Trust Barometer 2011 China Findings

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

Page 28: Edelman Trust Barometer 2011 China Findings

Roadmap to Trust

A new way forward

Page 29: Edelman Trust Barometer 2011 China Findings

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

Page 30: Edelman Trust Barometer 2011 China Findings

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

Page 31: Edelman Trust Barometer 2011 China Findings

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

Page 32: Edelman Trust Barometer 2011 China Findings

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

Page 33: Edelman Trust Barometer 2011 China Findings

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

Page 34: Edelman Trust Barometer 2011 China Findings

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)

Page 35: Edelman Trust Barometer 2011 China Findings

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

Page 36: Edelman Trust Barometer 2011 China Findings

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%

Page 37: Edelman Trust Barometer 2011 China Findings

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

Page 38: Edelman Trust Barometer 2011 China Findings

The Benefits of Trust

Page 39: Edelman Trust Barometer 2011 China Findings

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

Page 40: Edelman Trust Barometer 2011 China Findings

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

Page 41: Edelman Trust Barometer 2011 China Findings

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

Page 42: Edelman Trust Barometer 2011 China Findings

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

Page 43: Edelman Trust Barometer 2011 China Findings
Page 44: Edelman Trust Barometer 2011 China Findings

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.