2011 edelman trust barometer

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2011 Edelman Trust Barometer January 20, 2011 Germany findings Presentation Berlin, February 8, 2011

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Edelman Trust Barometer 2011 - GERMANY, presented at the Parliamentary Society in Berlin, 9 February 2011

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Page 1: 2011 Edelman Trust Barometer

2011 Edelman Trust BarometerJanuary 20, 2011

Germany findings

Presentation Berlin, February 8, 2011

Page 2: 2011 Edelman Trust Barometer

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 3: 2011 Edelman Trust Barometer

2010 Year in review

Page 4: 2011 Edelman Trust Barometer

State of Trust

Shifting center of gravity

Page 5: 2011 Edelman Trust Barometer

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 6: 2011 Edelman Trust Barometer

Government trust experiences 10-point drop;

Among lowest government trust levels in EU

7

Trust in institutions – GermanyInformed Publics ages 25-64

35%

27%

40%

37%39%

47%49%

53%

55%

37%

27%33% 33%

31% 35%

33%

39%

52%

11%

26%19%

27%

24%

26%

36%

43%

33%

43%

38% 34%33%

29%

38%

46%

38%37%

10%

20%

30%

40%

50%

60%

70%

2003 2004 2005 2006 2007 2008 2009 2010 2011

NGOs Business Government Media

Re-election Schröder

after vote of confidence

22 September 2002

CDU/CSU/FDP win

federal elections

27 September 2009

Grand coalition

after federal elections

21 July 2005

Beginning

financial crisis

Spring 2007

A7-A10. [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 Germany

Page 7: 2011 Edelman Trust Barometer

62%58%

54%51%

59%

53%

46%44%

55%52%

33%37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NGOs Business Government Media

Global EU Germany

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, the EU (excludes Russia) and Germany

8

Germany most trusting of NGOs and business;

Very low trust in government and media

Page 8: 2011 Edelman Trust Barometer

75%

60%

43%

36% 36%38%

31%

46%

38%

43%

28%

75%

64%

49%45%

43% 43% 42%40% 39%

33%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

9

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 in the US, EU countries and Russia

Trusters Distrusters (< 50%)

- 6+11

Government trust experiences 10-point drop;

Among lowest government trust levels in EU

- 10

2010 2011

Page 9: 2011 Edelman Trust Barometer

10

Trust in NGOsInformed Publics ages 35-64

36%

53%

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 Germany 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

Germany trust in NGOs has grown over time

35%

Page 10: 2011 Edelman Trust Barometer

63%

54%58% 58%

37%

49%

38%36%

33%

39%35%

37% 38%

31%

80%

73%

50%

69%

53%

46% 45% 45%

38% 37% 37% 37%

27%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Trust in Media (2010 – 2011)

11

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 in the US, EU countries and Russia

+19+11

- 11

Trusters

Distrusters (< 50%)

- 9

Media trust remains stable but low

2010 2011

Neutral

Page 11: 2011 Edelman Trust Barometer

62%

67%

62%

54%

40%

55%

36%

31%

54%

46%49%

42%

81%

70%

61%

53% 52% 52%48%

46% 46%44% 44%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12

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 in the US, EU countries and Russia

Trusters Distrusters (< 50%)Neutral

2010 2011

+15

- 8

Germany just surpasses mark of majority trust in business, representing a

12-point increase in a year’s time

+12 +12

Page 12: 2011 Edelman Trust Barometer

13

Trust in Business Informed Publics ages 25-64

44% 44%

48%

51%

48% 49%

53%

59%

36%

54%

46%

43%

50%

53%

37%

27%

33% 33%31%

34%

34%

40%

52%

20%

30%

40%

50%

60%

70%

80%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

U.S. EU Germany

Business trust continues to recover from 2009 level, catches up to EU

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., EU countries (excludes Russia) and Germany

Page 13: 2011 Edelman Trust Barometer

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%

14

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 Germany take top spot as most trusted

N/A N/A

+ 4+ 5+ 5

+ 3

+ 3

Distrusted HQ CountriesTrusted HQ Countries2010 2011

Page 14: 2011 Edelman Trust Barometer

75%

80%

92%

83%

92%

74%

63%

78% 78%

86%

57%

88%83%

68%

77% 77%

57%

73%

85%

50%

72%

83%

66%

76%

94%93%

90%89% 87%

86% 85% 83%81% 80% 80% 80% 79% 78%

73% 73%72% 69% 69%

67%63% 62%

57%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011

15

A13-29. [Germany 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 Germany trusted by a majority of Informed

Publics in all surveyed markets

Trust in Companies Headquartered in Germany

+ 22

+ 23

+ 12

+10

+17

-21

+ 14

N/A

-16

-9

-9+15

-8

+ 7

Page 15: 2011 Edelman Trust Barometer

74%

53%

45%

32%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

China HQs

65%

56%

37%34%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

India HQs

70%

27% 25%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Russia HQs

86%

65%

33% 31%28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brazil HQs

+ 32

+17

+15

16

BRIC MNC strategy to target emerging economies producing results

BRIC HQ image improvement in EU but not in U.S.

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

+32

+14

- 7

+33

+13

+15

- 6

+ 15

+ 21

- 6

+ 3 + 6+ 3

+ 6

Page 16: 2011 Edelman Trust Barometer

17

19%

54%

50%

25%

32%

38%

33%

35%

69%

56%

56%

78%

23%

32%

35%

37%

38%

48%

52%

57%

57%

63%

63%

79%

73%

84%

Banks

Financial services

Consumer packaged goods*

Food and beverage*

Insurance

Energy

Entertainment

Media*

Pharmaceuticals

Telecommunications

Retail

Automotive

Biotech

Technology

2011

2010

N/A

N/A

N/A

N/A

Trust in Industries – Germany

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 Germany.

Technology, Retail and Banks are only industries not to experience

significant gains in trust this year

*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

Page 17: 2011 Edelman Trust Barometer

Business and Society

Toward shared value

Page 18: 2011 Edelman Trust Barometer

19

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 2 Box, Very/

Extremely Important) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and Germany.

39%

39%

46%

51%

55%

55%

65%

63%

69%

65%

38%

20%

52%

51%

58%

66%

73%

72%

59%

83%

Delivers consistent financial returns to investors

Has highly-regarded and widely admired top leadership

Is an innovator of new products, services or ideas

Is a good corporate citizen

Prices its brands fairly and competitively

Communicates frequently and honestly on the state of its business

Has transparent and honest business practices

Treats employees well

Offers high quality products or services

Is a company I can trust

Reputation Factors

Trust is most important reputation factor in Germany

Page 19: 2011 Edelman Trust Barometer

85%

80%

91%89% 89%

81% 81% 80%

73% 72% 71% 71%

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

20

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 the US, EU countries and Russia

By contrast, nine out of 10 in Germany agree that business must align with

society’s interests when creating shareholder value

Page 20: 2011 Edelman Trust Barometer

61% 61%

82% 82%

69%66%

63%

57%53%

50% 49% 48%

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

21

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 the US,

EU countries and Russia

Yet Germans are split on whether government needs to step in to regulate

corporations’ activities to ensure responsible behavior

Page 21: 2011 Edelman Trust Barometer

Roadmap to Trust

A new way forward

Page 22: 2011 Edelman Trust Barometer

23

32%

63%

34%

40%

18%

35%

77%75%

58%56%

49%

24% 23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

An academic or expert

Person like yourself

Technical expert within the company

A financial or industry analyst

NGO representative

CEO Regular employee

2009 2011

Credible Spokespeople – Germany

In contrast to global results, a ―person like yourself‖ remains among the most

credible and CEO remains among least credible as a source of company

information in Germany

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 Germany.

+45 +12

+22

- 12

Page 23: 2011 Edelman Trust Barometer

19%

40%

23%

29% 29%

16%

23% 23%

29%

19% 18%

68%

58%56%

46% 45%43%

39% 38%35% 34%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 2009 2011

24

CEO credibility on rise in most EU markets; Germany one of two exceptions

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 the US, EU Countries and Russia

Credible Spokespeople – CEO

+18 +33

+49

+17 +16+16 +15 +15+27

Page 24: 2011 Edelman Trust Barometer

94%89%

80%

74% 72%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Customers Employees Investors Society Local Communities

Government

Germany believes customers should be most important to CEO’s business

decisions

Importance of Stakeholders to a CEO’s business decisions – Germany

E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company, please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to 9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interests should be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be to CEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in Germany.

26

Page 25: 2011 Edelman Trust Barometer

11%

18%

7%

9%

9%

11%

18%

29%

27%

28%

31%

33%

Corporate/product advertising

Corporate communications such as press releases

Microblogging sites, such as Twitter

Social networking sites

Content-sharing sites, such as YouTube

Blogs

News/RSS feeds

Online search engines

Radio or radio news

Magazines or business magazines

Television or television news

Newspapers

27

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 23 countries, the EU

(excludes Russia) and Germany.

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

Traditional sources, particularly magazines, are most trusted sources for

company information in Germany

Significant at 95%

confidence level

compared to global

26% 37%

27% 36%

26% 45%

26% 34%

24% 27%

15% 12%

9% 1%

7% 3%

6% 4%

6% 2%

12% 9%

7% 3%

Page 26: 2011 Edelman Trust Barometer

28

1%

6%

7%

16%

17%

25%

26%

0% 10% 20% 30% 40% 50%

Social media

Company website

Friends and family

Online search engine

Online news sources

Print (newspapers/magazines)

Broadcast (radio/TV)

0%

8%

12%

14%

15%

19%

31%

0% 10% 20% 30% 40% 50%

Social media

Company website

Friends and family

Online news sources

Broadcast (radio/TV)

Online search engine

Print (newspapers/magazines)

Where Informed Publics go for company news and information – Germany

(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 Germany

First Source Second Source Are these the same types of sources

you consult first for information

about a business crisis?

People go to most trusted sources (print newspapers and magazines) first to

find news and information about a company

No; 6%

Yes; 94%

Page 27: 2011 Edelman Trust Barometer

The Benefits of Trust

Page 28: 2011 Edelman Trust Barometer

6%

15%

87%

83%

10%

19%

60%

84%

92%

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 – Germany

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 Germany.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 Germany.

30

Through personal action, trust has tangible benefits

Page 29: 2011 Edelman Trust Barometer

When a company is distrusted When a company is trusted

4% 11%

55% 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 Germany.

-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 Germany.

Trust protects reputation

31

will believe positive information after hearing it 1-2 times

will believe negative information after hearing it 1-2 times

60%will believe

positive information after hearing it 1-2 times

Germany

Page 30: 2011 Edelman Trust Barometer

Conclusions

Business must align profit and purpose for social

benefit

Trust is a protective agent and leads to tangible

benefits; lack of trust is barrier to change

Current media landscape plus increased

skepticism requires multiple voices and channels

33

Demand for authority and accountability set new

expectations for corporate leadership

Page 31: 2011 Edelman Trust Barometer

2011 Edelman Trust BarometerJanuary 20, 2011

Germany findings

Presentation Berlin, February 8, 2011