2016 Edelman Trust Barometer - Financial Services Results
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Financial Services 2016 Edelman Trust Barometer
Transcript of 2016 Edelman Trust Barometer - Financial Services Results
Financial Services
2016 Edelman Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
3
Trust in Retrospect
Rising Influence of NGOs
2001
Business Must Partner with Government to Regain Trust
2009
Fall of the Celebrity CEO
2002
Earned Media More Credible Than Advertising
2003
U.S. Companies in Europe Suffer Trust Discount
2004
Trust Shifts from “Authorities” to Peers
2005
“A Person Like Me” Emerges as Credible Spokesperson
2006
Business More Trusted Than Government and Media
2007
Young Influencers Have More Trust in Business
2008
Trust is Now an Essential Line of Business
2010
Rise of Authority Figures
2011
Fall of Government
2012
Crisis of Leadership
2013
Business to Lead the Debate for Change
2014
Trust is Essential to Innovation
2015
Growing Inequality of Trust
2016
4
68
59
41
38
37
18
48
42
26
35
20
12
Trust MattersPercent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General Population
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, questions asked of half the sample. Q377-380. 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. General Population, 28-country global total, question asked of half the sample.
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
1 State of TrustGlobally and in the Financial Services Sector
6
6064 65
6366
5053 54
5155
2012 2013 2014 2015 2016
4648
4548
51
3841
3942 43
2012 2013 2014 2015 2016
54
58 5856
62
4750 49 49
53
Source: 2016 Edelman Trust Barometer 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 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, Trust) Informed Public and General Population, 25-country global total.
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
5351
56
46
49 4846
49
NGOs
Government
Media
Business
Post-Recession HighsInformed Public
GeneralPopulation
Sector Trends:Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) General Population, 25-country global total.
Percentage point change in trust in each industry sector, 2012-2016
7
Consumer Packaged Goods
4
Energy
5
Financial Services
8
Telecommunications
2
Food & Beverage
1
General Population
8
50%
Increased Trust in Financial ServicesPercent trust in the financial services sector, 2015 vs. 2016 (27-country global total)
Increased or equal trust in financial services in 24 countries
2015 2016
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
+5 +7 -7
Five of six major financial centers saw increased trust
Glob
al 2
7
GDP5
Chin
a
Indo
nesia
UAE
Mala
ysia
Mexi
co
Sing
apor
e
Braz
il
Cana
da U.S.
S. K
orea
Aust
ralia
Japa
n
Turk
ey
Arge
ntin
a
Neth
erla
nds
Russ
ia
U.K.
Italy
Pola
nd
Swed
en
Irela
nd
Spai
n
Fran
ce
Germ
any
Indi
a
S. A
frica
Hong
Kon
g
4845
72 72 69 67
5762
56 55 5145 43
39 3741
3540
36 36 36 3429
22
33
25
77
59 61
51 50
76 75 7367 67 64
56 56 5452
48 47 4643 43 42 41 40 39 37 36 35 34 32
74
57 54
+7 +8 +9+5+10 +7 +1
3
General Population
9
Financial Services Sub-Sectors: Mobile Banking Most Trusted
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors 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.” General Population, 27-country global totals, question asked of one-fifth the sample.
Trust in various industry sub-sectors (27-country global total)
Insurance Financial Advisory/Asset Management
Credit Cards/Payments
Banks Mobile banking/e-payments
Credit Cards/Payments & Banks Biggest Gainers
52% 51%47% 46%
59% 57%51%
49%
63%
2015 2016
Not
ask
ed in
201
5
General Population
74 Indonesia73 UAE 72 China72 India66 Malaysia65 Mexico64 Colombia63 Singapore
56 Canada56 S. Africa54 Brazil
53Hong Kong
51 U.S.50 S. Korea
Financial Services Index:Mass Population Least TrustingTrust in the financial services sector, Informed Public vs. General Population vs. Mass Population, 2016
Source: 2016 Edelman Trust Barometer Q45-429. 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 Public, General Population, and Mass Population, 28-country global total.
GeneralPopulation
MassPopulation
51 Global
InformedPublic
10
Trusters
Neutrals
Distrusters
52 Global
48 Australia47 Japan46 Turkey43 Argentina
43Netherlands
42 Russia41 U.K.40 Italy39 Poland37 Sweden36 Ireland35 Spain34 France32 Germany
76 China75 Indonesia74 India73 UAE 67 Malaysia67 Mexico65 Colombia64 Singapore57 S. Africa56 Brazil56 Canada54 Hong Kong54 U.S.52 S. Korea
84 China84 India84 Indonesia77 Mexico72 Malaysia70 Colombia69 Singapore69 UAE 69 U.S.67 Brazil62 S. Africa
49 Italy48 Japan47 Spain44 France
44Netherlands
41 Argentina41 Ireland40 Russia38 Poland36 Sweden34 Germany
57 Australia56 S. Korea55 Canada55 Hong Kong52 U.K.51 Turkey
59 Global
47 Australia47 Japan45 Turkey44 Argentina
43Netherlands
42 Russia40 Poland40 U.K.38 Italy36 Ireland36 Sweden33 Spain32 France32 Germany
8 point gap between informed
public and mass
population
Half of countries are distrusters for mass
population
2 Trust Inequality
12
A Significant Divide
Source: 2016 Edelman Trust Barometer 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 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, Trust) Informed Public and Mass Population, 25-country global total. 2016 Edelman Trust Barometer Q45-429. 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 Public and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent trust in the four institutions of government, business, media and NGOs and percent trust in financial services, 2012 to 2016 (25-country global total)
Informed Public
MassPopulation
in trust inequality--which jumps to a 5-point increase among the GDP5
3-point increase
53
5856 56
60
4447 46 46
48
12pt Gap
9pt Gap
6pt Gap
4pt Gap
2012 2013 2014 2015 2016
47
5051
52
56
43
4647 47
50
Global Trust Index
Trust in Financial Services
13
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population
Accelerating Gaps: A Global Phenomenon
Source: 2016 Edelman Trust Barometer 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 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, Trust) Informed Public and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
Increased gap Decreased gap
Gap has increased in 16 of 25 countries
Glo
bal 2
5
GD
P 5
Fran
ce
U.K
.
U.S
.
Spa
in
Mex
ico
Sin
gapo
re
S. K
orea
Mal
aysi
a
Indi
a
Chi
na
Bra
zil
Ger
man
y
Aus
tralia
Irela
nd
Rus
sia
Pol
and
Can
ada
Japa
n
Indo
nesi
a
Italy
Arg
entin
a
UA
E
Hon
g K
ong
Net
herla
nds
Sw
eden
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
Five of six major financial centers see growing trust disparity
14
Financial Services Sector Disparity
Source: 2016 Edelman Trust Barometer Q45-429. 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 Public and Mass Population, 28-country global total.
Trust in the financial services sector, Informed Public vs. Mass Population, 2016
CountryInformed
PublicMass
Population GapU.S. 69 51 18
Spain 47 33 14
Brazil 67 54 13
Mexico 77 65 12
France 44 32 12
UK 52 40 12
China 84 72 12
Italy 49 38 11
Indonesia 84 74 10
Singapore 69 63 6
Germany 34 32 2
Hong Kong 55 53 2
15
50%
Glo
bal
GD
P 5
U.S
.
Fran
ce
Bra
zil
Indi
a
Net
herla
nds
Rus
sia
U.K
.
Italy
Sin
gapo
re
Japa
n
Hon
g K
ong
Turk
ey
Sw
eden
Spa
in
Pol
and
Col
ombi
a
Mex
ico
Irela
nd
Sou
th A
frica
UA
E
Arg
entin
a
Sou
th K
orea
Ger
man
y
Indo
nesi
a
Aus
tralia
Mal
aysi
a
Can
ada
Chi
na
6057
7164
78 78
68
4952
6267
4945 46
5053
40
7479
46
6568
59
3844
80
55
6258
71
4642
4035
5256
48
3033
4550
32 31 3237
40
27
62
69
36
5659
51
30
37
73
48
5552
66
18 of 28 countries have a double-digit trust gap between high-income and low-income respondents
Trust Index:A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
Average trust in institutions, respondents in top quartile of income vs. respondents in bottom quartile of income in each country, ranked by the size of the gap between them
19192022262931
Low-income respondents
High-income respondents
Four of six financial centers see a double-digit trust gap between high and low income respondents
General Population
17 17 17 14
16
MassPopulation
The Inversion of Influence
Authority & Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer 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 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, Trust) Informed Public and Mass Population, 28-country global total.
85%of population
48Trust Index
15%of population
60Trust IndexInformed
Public
17
63 64
57
5048
41
50
39
33
6764 63
53 5249 48
44
35
Inversion: Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, 27-country global total.
Percent who rate each spokesperson as extremely/very credible 2015 2016
+8
Technical expert
Academic expert
A person like
yourself
Financial industry analyst
Employee CEO NGO representative
Board of Directors
Government official/regulator
CEO credibilityincreased the most
+6
General Population
3 An Opportunity for Business
19
A Position of Strength
Source: 2016 Edelman Trust Barometer 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 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, Trust) Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 and percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016
51 4855 53
6357
6763
NGOs Business
+4 +6
+4 +5
Informed Public
General Population
Business closing NGOs’ long-held lead in trust
Trust2016
Trusted to keep pace
Trust2015
6357
67 636369
51 4855
535561
NGOs Business
Business most trusted to keep pace
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample..
80% agree
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
up from 74% in 2015
20
General Population
4 Leadership in aDivided World
22
Addressing Trust Inequality
EmployeeAdvocacy
Engagement Values
ActionsTrust
EmployeeAdvocacy
Leadership in a Divided World:
24
2527
19
2528
33
27 2824
28
37
313230
48
24 25 26
21 21 22 2320
1619 19
14
19 18 18
8 9 8
1310 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total.
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings & operational performance
Business practices/crisis handling
Treatment of employees/customer
Partnerships/Programs to address societal issues
Views on industry issues
Employees Most Trusted
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
General Population
25
Financial Services: Least-Trusted Sector is Most-Trusted EmployerPercent trust in own company within each industry by employees, and trust in that industry sector among the general population
General sector trust
Trust in own company
Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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) Q206 Which of the following best describes your current employment status? (Net: “Employed full-time” and “Employed part-time”) General Population among those employed (Q206), 28-country global total. Q525-526 asked of half the sample. Q45-429. 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) General Population, 28-country global total.
GAP
13
Automotive74 / 61
Professional Services79 / 63
Financial Services80 / 52
Telecommunications75 / 60
Fashion77 / 62
15 15 16 28
General Population
26
61%
52% 51%
62% 60%53%
40% 41%
52% 52%
Financial Services Employees Weigh-in on Societal Issues
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the sample.
Employees who say their company is engaged in societal issues vs. employees who say their CEO is engaged in societal issues, by industry sector
CEO engaged
Company engaged
Technology Food & Beverage Health Financial Services
Energy
General Population
27
Employees of F.S. companies NOT engaged in societal issues
Employees of F.S. companies engaged in societal issues
Employee Advocacy in Financial Services Sector Increases With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of half the sample.
Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not, financial services sector
Recommend company as an employer
Motivated to perform
Recommend products and services to others
Stay working for the company
Confidence in the future of the company
Committed to achieving our strategy
Do the best possible job for the customer
68
68
68
64
70
71
75
Impact of Company
Engagement
18
21
19
24
19
18
15
93
92
89
88
87
86
83
Level of Employee Advocacy/Commitment
General Population
EngagementLeadership in a Divided World:
2012 2013 2014 2015 2016
58
53
44
63
46
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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 nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting of digital media than general population
2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
29
Millennials Gap
66 3
58 0
58 5
51 5
51 7
General Population
30
50%
My frie
nds an
d family
An ac
adem
ic ex
pert
Compa
nies th
at I u
se
Employ
ees o
f a co
mpany
A compan
y CEO
A jou
rnali
st
A well
-know
n onlin
e per
sonali
ty
Electe
d officia
ls
Celeb
rities
Compan
ies I d
on’t
use*
6761
5346
3946
4034 30 26
78
65 6255
4944 42
3732 31
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015.
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11 +10
2015 2016
General Population
31
Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands with friends and other people like me
Source: 2015 Earned Brand Study of Global Consumers
purchase decisions at the moment of truth
75%
Build Inspiration %They give me a sense of community 16
They get me 17
Push Consideration %They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peersinfluence
ValuesLeadership in a Divided World:
33
Glob
al 2
8 GD
P 5
Irela
ndSw
eden
Fran
ceSp
ain
U.K.
Russ
iaGe
rman
yNe
ther
land
sIta
lyPo
land
Japa
nAu
stra
liaS.
Kor
eaCa
nada
Arge
ntin
aU.
S.S.
Afri
caTu
rkey
Hong
Kon
gSi
ngap
ore
Colo
mbi
aBr
azil
UAE
Mala
ysia
Mexi
coIn
done
siaIn
dia
Chin
a
48 45
26 27 29 30 31 31 3233
39 40 40 40 41 42 44 47 50 51 53 56
64 65 68 69 71 7176 76
CEO Challenge:More Than Half Don’t Trust Financial Services CEOs
Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the financial services industry to do what is right. Please use the 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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent who trust CEOs to do what is right, financial services sector
50%
In 20 of the 28 countries, the general population do not trust CEOs in the financial services industry to do what is right
Five of six financial centers fall into distruster territory regarding CEOs
General Population
62%65%70%79%
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample.
Percent who agree that each type of information is important in building trust in a CEO
both directly (86%) and via media (75%)
34
CEOs must engage
General Population
ActionsLeadership in a Divided World:
36
Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample.
Percent who agree that CEOs should be personally visible in discussing…
8 in10Societal Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on societal issues
7 in10Financial Results
General Population
37
Trust-Building Behaviors:Data, Safety and Social Responsibility Are Critical for Financial ServicesImportance vs. performance of behavior in building trust in a company
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total.
PerformanceImportanceGAP
21
Protects Consumer Data
86 / 65
Makes My Life Easier
80 / 64
Keeps Me and My Family Safe
81 / 58
TransparentSocial Responsibilities
80 / 56
23 24 16 18
Develops Intellectual Property
74 / 56
General Population
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Trust Building Behaviors:Actions Can Lead to Better Performance
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, 28-country global total.
Data Privacy & Security
Develops Intellectual Property
Keeps Me and My Family Safe
Transparent Social Responsibilities
Makes My Life Easier
Protects Consumer Data
BEHAVIORS ACTIONS
Business + Social Purpose
Research & Analytics
BEHAVIORS ACTIONS
Financial Education
Digital Strategy
Embracing the New Reality of Influence to Address Trust Inequality
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‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders where they are and about what most interests/concerns them
‣ Express your values through honest, ethical engagement in which you share your story
‣ Bridge the gap in trust building behaviors by taking action
EmployeeAdvocacy
Engagement Values
Actions
Influence
Leadership
TRUST
