canada results - 2013 edelman trust barometer
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The Edelman Trust Barometer© has become the gold standard for measuring trust and credibility around the globe, surveying more than 31,000 people, spanning 26 countries. Now in its 13th year, the Edelman Trust Barometer© is a global study that examines trust in the four key institutions of government, business, media and NGOs, as well as communications channels and sources in key industries. The 2013 Canadian results revealed a universal crisis in leadership, a strong commitment to regulation in the Canadian financial industry and five new behaviour clusters that organizations can demonstrate to help build trust with their constituents.TRANSCRIPT
CANADA FINDINGS
EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
MARKET COMPARISONSDeveloped: U.S., UK, France, Germany and JapanEmerged: Brazil, Mexico, Russia, India and China
ONLINE SURVEY IN 26 COUNTRIES
• 31,000+ respondents
• 5 years in 20+ markets
• 8 years in 10+ markets
GENERAL POPULATION
• 1000 respondents per country surveyed
• Ages 18+
• 2 years of data
INFORMED PUBLIC
• 500 respondents in U.S. and China & 200 in other countries, including Canada
• 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
• 13 years of data
Indicates Global Data
Indicates Canada Data
2
2013
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
RISE OF AUTHORITY FIGURES2011
THE FALL OF GOVERNMENT2012
CRISIS OF LEADERSHIP
EDELMAN TRUST BAROMETER IN RETROSPECT
3
TRUST 2013
FINANCIAL AND BANKING INDUSTRY DEEP DIVE
THE PATH FORWARD
CRISIS OF LEADERSHIP
THE STATE OF TRUST
4
GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 South Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36
2011 20132012
TRU
STER
SN
EUTR
AL
GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44UK 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32
EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013
GLOBAL 55Brazil 80
UAE 78
Indonesia 74
China 73
Netherlands 73
Mexico 69
Singapore 67
Argentina 62
India 56
Italy 56
Canada 55
South Korea 53
Sweden 52
Japan 51
Australia 51
Spain 51
France 50
Poland 49
Germany 44
U.S. 42
UK 40Russia 40Ireland 39
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
Big Changes from 2008
Germany +19China +18Canada +14India +11
Big Changes from 2012
Germany +16France +14UK +12U.S. +10
5
DIS
TRU
STER
S
2013GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 South Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36
GLOBAL 48 China 70 India 64 UAE 63 Singapore 63 Indonesia 61 Malaysia 61 Mexico 59 Hong Kong 54 Canada 52 Brazil 51 Netherlands 50 Argentina 48 U.S. 45 Germany 44 UK 43 South Korea 43 Turkey 43 France 41 Italy 40 Sweden 40 Australia 39 Spain 37 Japan 35 Poland 34 Ireland 33 Russia 30
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
Largest differences betweengeneral population &
informed public
Poland, U.S., Sweden: - 14 points
Singapore, Ireland, Hong Kong, France: - 13 points
General population is
9 points lower than informed public
INFORMED PUBLIC
2013 GENERAL PUBLIC
TRU
STER
SN
EUTR
AL
LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLIC
6
DIS
TRU
STER
S
11% 10%19% 11%
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 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
TRUST STEADY ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST A GREAT DEAL
17% 20%13% 17% NGOS
BUSINESS
MEDIA
GOVERNMENT2012 2013 2012 2013
2012 2013 2012 2013
Trust Total: 56%Trust Total: 58% Trust Total: 56%
Trust Total: 58%
Trust Total: 54%
Trust Total: 61%Trust Total: 66%
Trust Total: 73%
7
2007 2008 2009 2010 2011 2012 201320%
30%
40%
50%
60%
70%
80%
52% 53% 54%57%
59%
54%
61%
44%48% 46%
45% 46%
47%
55%52%
51%49%
53%53%
47%
56%
40%
43% 44%
46%49%
38%
46%
NGOs Media Business Government
MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 - GLOBAL
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 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 35-64 in 18-country global total (excludes Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)
2007 12 point gap
between business & government trust
2013 10 point gap between
business & government trust
Back to 2011 highs
8
2007 2008 2009 2010 2011 2012 201320%
30%
40%
50%
60%
70%
80%
55%
49%
53%57%
67% 68%
75%
34%
48%
47%
40%43%
52%
58%
45%
49%
45%
57%
44%
56%
60%
34%
39%
51%
47% 47%
54%
59%
NGOs
Media
Business
Government
NGOS REMAIN MOST TRUSTED;BUSINESS, GOVERNMENT AND MEDIA EQUALLY TRUSTED
TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 – CANADA
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 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 35-64
9
LACK OF REGULATION OR CONTROL
WRONG INCENTIVES DRIVING POLICIES
TRANSPARENCY ISSUES
POOR PERFORMANCE/ INCOMPETENCE
CORRUPTION OR FRAUD
6%
14%
18%
29%
33%
LACK OF REGULATION OR CONTROL
TRANSPARENCY ISSUES
POOR PERFORMANCE/ INCOMPETENCE
CORRUPTION OR FRAUD
WRONG INCENTIVES DRIVING BUSINESS DECISIONS
12%
13%
15%
29%
30%
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – CANADA (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
REASONS FOR TRUSTING GOVERNMENT LESS
REASONS FOR TRUSTING BUSINESS LESS
10
Technology
Brewing and spirits
Automotive
Food and beverage
Consumer packaged goods
Telecommunications
Banks
Financial services
Energy
Pharmaceuticals
Media
75%
72%
69%
67%
63%
61%
59%
59%
57%
53%
52%
SLIGHT UPTICKS IN MANY SCORES, TECHNOLOGY REMAINS MOST TRUSTEDTRUST IN INDUSTRIES – CANADA
20132012
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 Canada and 20-country global total (only industries tracked from 2012 to 2013 shown)
Energy
Media
Pharmaceuticals
Banks
Financial services
Telecommunications
Automotive
Consumer packaged goods
Brewing and spirits
Food and beverage
Technology
51%
55%
55%
56%
56%
56%
61%
65%
70%
72%
75%
2013
77%
62%
69%
66%
65%
62%
50%
50%
59%
58%
53%
11
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 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 26-country global total
CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED – EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES
Canada
Germ
any
Sweden
Switzerla
nd U
K
Neth
erlands
Japan
U.S.
France
South Kore
a It
aly Spain
Brazil
Russia
China In
dia
Mexic
o
76% 75% 74% 74%70% 68% 68%
65%61%
50% 48% 46%41%
36% 35% 34%31%
12
CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST; WHILE BIG BUSINESS ON TOP IN EMERGING ECONOMIES TRUST IN DIFFERENT TYPES OF BUSINESSES
Global Developed Emerging Canada U.S. UK China
70%76%
70%
78%
86%
78%
65%62%
53%
79%
56% 55%
48%
89%
Small Business Big Business
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes U.S., UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), Canada, U.S., UK and China
13
TRADITIONAL MEDIA ONLINE SEARCH ENGINES
HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
51%47%
32%26%
30%
65%71%
56% 58%52%
65%
55%
41%
28%34%
Developed Emerging Canada
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 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Traditional Media Online Search Engines Hybrid Media Social Media Owned Media
59%61%
49% 47% 44%
61% 60%
48%45% 43%
56% 56%
40%37% 37%
54%49%
29% 29% 31%
18-29 30-44 45-64 65+ GLOBAL AGE BREAKDOWN
14
MAINSTREAM MEDIA CONTINUES TO REIGN
15
SKEPTICISM AND DISPERSION REQUIRES REPETITION
Q165. [TRACKING] 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? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)
4% ONCE
14% TWICE
64% 3 – 5 TIMES
12% 10 OR MORE TIMES
6% 6 – 9 TIMES
29% 4 – 5 TIMES
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
35% 3 TIMES
GLOBAL BANKING AND FINANCIAL SERVICES DEEP DIVE
GlobalChina
IndiaJap
an
Canad
a
S. Kore
aBra
zilU.S.
Russia
Sweden
Fran
ceIta
ly
Netherla
nds
German
y UKSp
ain
Irelan
d
56%
72%
83%
59%
49%
67%
52%
69%
53% 51%
35%
26%
56%
42%
47%
45%
35%
45%
83%
80%
60% 59%
54%49% 49%
47%
38%
32% 31% 31%
23%22%
19%
11%
2013
2008
50%
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 35-64 in 18-country global total and across 16 markets
-20
-25
-26
-24
+ 11
-13
-13-25
-11
SEVERE DROP IN TRUST IN BANKS OVER FIVE YEARS; CANADA TRENDS UPWARDSINDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANYTRUST IN BANKS – INFORMED PUBLIC AGES 35-64
+ 10
-19
17
33%
16%5%3%
12%
30%
TRUST DEFICIT IN BANKS LINKED TO CULTURE
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – CANADA
Q161. [ASK IF FAMILIAR WITH BANKING SCANDALS (Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals?
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)
54% of causes of scandals are internal and
within businesses’
control
CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES
CORPORATE CORRUPTION
CONFLICTS OF INTEREST
CHANGES IN THE ECONOMY
BANKS ARE TOO LARGE
LACK OF REGULATION
18
CRISIS OF LEADERSHIP
CEO
Government official or regulator
Financial or industry analyst
Regular employee
NGO representative
A person like yourself
Technical expert in the company
Academic or expert
32%
36%
42%
51%
60%
61%
64%
68%
TRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE – CANADA
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, Very/ Extremely Credible) Informed Publics ages 25-64 in in Canada and 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
69%
67%
61%
51%
51%
50%
36%
43%
201320122013
20
Academic or expert
Technical expert in the company
A person like yourself
NGO representative
Financial or industry analyst
Regular employee
Government official or regulator
CEO
80%
68%
58%
55%
51%
49%
45%
35%
Global ArgentinaIndonesia Brazil India Russia South Korea Ireland China Spain Japan Italy UK U.S. Germany France Canada
45%
52%55%
52%
73%
41%
34%36%
62%
42%
22%
37%39%
43%
28%
37%35%
38%
18%22%
32%
54%
23% 22%25%
54%
35%
15%
31%36%
41%
27%
37%
45%
50%
Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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, Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 16 markets
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS
Government official or regulator credibility
CEO credibility
MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERSBELOW 50% IN THEIR CREDIBILITY RATING
Business leaders trusted less than 50% in 11 of 16 markets shown
Government leaders trusted less than 50% in 14 of 16 markets shown
21
8% 18% 10% 7%
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWCANADIANS TRUST BUSINESS AND GOVERNMENT LEADERS ‘A GREAT DEAL’ TO DO THE FOLLOWING:
8% 10% 8% 5%
GOVERNMENT LEADERS
BUSINESS LEADERS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A Great Deal); Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box – Trust A Great Deal) General Population in Canada
22
France
Germany
U.S.
India
China
Canada
Global
10%
13%
15%
34%
32%
7%
18%
37%
42%
50%
68%
67%
51%
50%
Trust in Business
Trust Business Leaders to Tell the Truth
France
Germany
U.S.
India
China
Canada
Global
8%
6%
10%
20%
24%
5%
13%
33%
38%
38%
55%
71%
46%
41%
Trust in Government
Trust Government Leaders to Tell the Truth
LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP
Q11 -14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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'. (Top 4 Box, Trust); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust business leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following? (Top Box, Trust A great Deal) General Population
-32
-44
-35
-34
-29
-28
-41
-47
-35
-32
-35 -28
-27 -25
23
TRUST BUILDING
FIVE TRUST PERFORMANCE CLUSTERS EMERGE; MUST MOVE BEYOND OPERATIONS
INTEGRITY (58%)
PURPOSE (47%)
OPERATIONS (39%)
PRODUCTS & SERVICES (54%)
ENGAGEMENT (59%)
2013 Edelman Trust Barometer Trust Performance Clusters
2008 Edelman Trust Barometer Trust Clusters*
OPERATIONS
(76%)
Reputation as a place to work (81%)
Financial performance (76%)
Respected CEO or leader (71%)
*Data used includes Informed Publics ages 35-64 only in 18-country global total 25
16 ATTRIBUTES TO BUILDING TRUST
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
ENGAGEMENT
Edelman Trust Barometer research reveals 16 SPECIFIC ATTRIBUTES which build trust.
These can be grouped into FIVE CLUSTERS listed here in rank order of importance.
26
PURPOSE
PRODUCTS & SERVICES
INTEGRITY
OPERATIONS
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
RANKS ON A GLOBAL LIST OF TOP COMPANIES
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS ETHICAL BUSINESS PRACTICES
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
PLACES CUSTOMERS AHEAD OF PROFITS
TREATS EMPLOYEES WELL
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
-50
-41
-48
-41
-45
-44
-44
-25
-5
-35
-29
-26
-19
-21
-15
-19DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES
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 IN WHICH THE COMPANY OPERATES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
HAS ETHICAL BUSINESS PRACTICES
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
TREATS EMPLOYEES WELL
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
PLACES CUSTOMERS AHEAD OF PROFITS
20%
25%
23%
16%
25%
22%
22%
36%
44%
22%
27%
27%
20%
22%
30%
22%
39%
40%
44%
35%
51%
51%
57%
41%
69%
66%
71%
72%
61%
70%
71%
72%
Q80-Q96. [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) General Population in Canada (excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Canada
TRUST BUILDING ATTRIBUTES – LARGE GAP BETWEEN EXPECTATION & PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CANADA Gap
Importance
27
Performance
Who is trusted MOST to provide you with credible and honest information about:
Company’s CEO
Company’s Employee
Passionate or Activist
ConsumerAcademic Media
Spokesperson
A company’s employee programs, benefits & working conditions 16% 71% 13% 11% 7%
How a company serves its customers and prioritizes customer needs ahead of company profits 15% 33% 43% 13% 14%
A company’s situation in a time of crisis 28% 22% 20% 25% 28%
A company’s innovation efforts and new product development 29% 27% 23% 25% 15%
How a company uses its resources and influence to support the environment 18% 22% 34% 30% 13%
How a company supports programs that positively impact the local community 15% 25% 38% 16% 24%
Partnerships with NGOs and effort to address societal issues 21% 17% 27% 22% 20%
A company’s financial earnings & operational performance 30% 20% 20% 27% 12%
A company’s business practices, both positive & negative 16% 34% 26% 22% 17%
Accomplishments of a company’s senior leadership 32% 29% 18% 20% 21%
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Population in Canda
GO-TO INFLUENCERS
ENGAGEMENT
INTEGRITY
PRODUCTS
OPERATIONS
PURPOSE
28
THE WAY WE WERE
G E N E R A L P O P U L AT I O N
CEO
BOARD OF DIRECTORS
GOVERNMENT OFFICIALS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
VERTICAL FLOW &CONTROLLED INFORMATION
PYRAMID OFINFLUENCE
29
FEW MANY
DICTATE CO-CREATE
FIXED FLEXIBLE
MONOLOGUE DIALOGUE
CONTROL EMPOWERMENT
THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE
ACTION CONSUMERS
EMPLOYEES
G E N E R A L P O P U L A T I O N
SOCIALACTIVISTS
CEO
BOARD OF DIRECTORS
GOVERNMENT OFFICIALS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
TO 2013FROM 2000
PYRAMID OFCOMMUNITY(Horizontal)
PYRAMID OFAUTHORITY(Vertical)
30
PYRAMID OFCOMMUNITY(Horizontal)
INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THE MEDIA CLOVERLEAF
PYRAMID OFAUTHORITY
(Vertical) NAVIGATING THE DIAMOND OF
INFLUENCE VIA MEDIA CLOVERLEAF
Hybrid
SocialOwned
Traditional
Search & Content
31
ACTION CONSUMERS
EMPLOYEES
G E N E R A L P O P U L A T I O N
SOCIALACTIVISTS
CEO
BOARD OF DIRECTORS
GOVERNMENT OFFICIALS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
32
SO WHAT?
On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu
To talk about how to apply our findings to your business, contact us:
Edelman VancouverPatti Schom-Moffatt604.623.3007
Edelman CalgaryTanya Anand403.817.0620
Edelman TorontoLisa Kimmel416.979.1120
Edelman MontrealAnik Trudel514.844.6665
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