2016 Edelman Trust Barometer Japan
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Transcript of 2016 Edelman Trust Barometer Japan
Japan
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
51
28
17
13
9
7
34
6
17
6
6
9
Trust Matters in JapanPercent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Paid more than wanted
Criticized companies
Sold shares
Shared negative opinions
Disagreed with others
Chose to buy products/services
Paid More
Recommended them to a friend/colleague
Bought Shares
Shared positive opinions
DefendedCompany
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, Japan, 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, Japan, question asked of half the sample.
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
3
1 State of Trust
55 Global 60 Global
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia
84 UAE79 India78 Indonesia75 China65 Singapore64 Netherlands
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
59 Brazil59 Mexico56 Malaysia53 Canada52 Australia52 France52 U.S.50 Germany
Trust Index:
Japan Continues to Lead the World in DistrustAverage trust in institutions,Informed Public, 2015 vs. 2016
2015 2016
Informed Public
trust up 5 points
Trusters from 22% in
2015 to 39% in 2016
Distrusters from 48%
in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
5
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil58 Brazil
58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
Trust Index:
General Population LagsAverage trust in institutions, Informed Public vs. General Population, 2016
Nearly 6 in 10
countries are
distrusters among the
General Population
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
InformedPublic
GeneralPopulation
60 Global 50 Global
6
Trusters
Neutrals
Distrusters49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
5148
4541
55 53
4742
63
57
5148
6763
57
51
Trust Rising Globally
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.
7
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3
2015 2016
+4 +5 +2 +1General
Population
Informed
Public
3140
30 363443 38 39
2948
314040 45 39 41
Trust Rising in Most Institutions in Japan
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, Japan.
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
+11 -3 +8 +1
2015 2016
+3 +3 +8 +3
8
51
30
37 37
29
4037 37
3134
51
25
32
45
40 41
24
27
3936
39
2011 2012 2013 2014 2015 2016
53
47
52 53
4845
40
44 45
4043
2011 2012 2013 2014 2015 2016
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, Japan.
9
Percent trust in the four institutions of government, business, media and NGOs, 2011 to 2016
48
36
4340
31
39
33 3438
30
38
NGO’s
Government
Media
Business
Japan Failed to Recover Trust after 3.11
Informed
Public
General
Population
2 Trust Inequality
53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide Globally
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.
GDP 5 = U.S., China, Japan, Germany, U.K. 11
Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
3-point increase
in trust inequality--
which jumps to a
5-point increase
among the GDP 5
A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs, 28-country global total.
12
Trust Index, Informed Public vs. Mass Population, 15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10
Trust Index 2012 – 2016, percentage point change in the size of the trust gap between Informed Public and Mass Population
An Accelerating Disparity
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. 13
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Glo
ba
l 2
5
GD
P 5
Fra
nce
U.K
.
U.S
.
Sp
ain
Me
xic
o
Sin
ga
po
re
S.
Ko
rea
Ma
laysia
Ind
ia
Chin
a
Bra
zil
Ge
rma
ny
Au
str
alia
Ire
lan
d
Russia
Po
lan
d
Can
ad
a
Ja
pa
n
Ind
on
esia
Ita
ly
Arg
en
tin
a
UA
E
Hon
g K
on
g
Neth
erla
nds
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
Sw
ed
en
3
5
12
10
8 87
4 4 43 3 3 3
2 21 1
0 0
-2 -2-3
-4 -4 -4-5
34
41
44
37
41
31
35
38
34
38
2012 2013 2014 2015 2016
Divide Less Significant in Japan
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, Japan.
14
Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
3pt
Gap
3pt
Gap
50%
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. 15
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
6057
7164
78 78
68
4952
6267
4945 46
5053
40
7479
46
6568
59
3844
80
55
6258
71
4642
4035
5256
48
30 33
4550
32 31 3237
40
27
62
69
36
5659
51
30
37
73
48
55 52
66
Glo
ba
l
GD
P 5
U.S
.
Fra
nce
Bra
zil
Ind
ia
Ne
the
rla
nd
s
Ru
ssia
U.K
.
Ita
ly
Sin
ga
po
re
Ja
pa
n
Ho
ng
Ko
ng
Tu
rke
y
Sw
ede
n
Sp
ain
Po
land
Co
lom
bia
Me
xic
o
Ire
land
So
uth
Afr
ica
UA
E
Arg
en
tin
a
So
uth
Ko
rea
Ge
rma
ny
Indo
ne
sia
Au
str
alia
Ma
laysia
Ca
na
da
Ch
ina
19192022262931
Low-income
respondents
High-income
respondents
17
50%55
46
19 21
28
48
4145
4247
44
57
4650
46
63
5249
58 55 5551
69
62 64
73 7379 81
87
47
37
1520
24
31 31 33 33 34 3436 36 37
3945 46 47 49 49 49
57
64 64 6569 70
74
81 83
Glo
ba
l
GD
P 5
Ja
pa
n
Fra
nce
Ge
rma
ny
U.K
.
Au
str
alia
Ita
ly
S. K
ore
a
Ne
the
rla
nd
s
Sw
ede
n
Po
land
Ho
ng
Ko
ng
Ca
na
da
Ru
ssia
U.S
.
Sin
ga
po
re
Turk
ey
Ire
land
S. A
fric
a
Sp
ain
Ma
laysia
Me
xic
o
Arg
en
tin
a
Bra
zil
Ch
ina
UA
E
Ind
on
esia
Co
lom
bia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Japan Most Pessimistic for Future
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 16
Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18
3 Inversion of Influence
MassPopulation
Global Inversion of Influence
18
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 and Japan.
87%of population
38 Trust Index
13%of population
41 Trust IndexInformed
Public
85%of population
48 Trust Index
15%of population
60 Trust Index
71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
Clear Influence of Peer-Driven Media Globally
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online searchengines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 19
Percent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
General
Population
76
66
50
49
28
19
TV
Search
Newspapers
Social
Blogs
Magazines
No Believing Without Seeing in Japan
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online searchengines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Japan, question asked of half the sample.
Percent who use each media source several times a week or more
General
Population
Most frequently used
media is about seeing
and believing
/validation
20
38
2826
20
1614
1714 13
44
28 2725
2219 19 19
15
Experts, Peers 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, Japan, question asked of half the sample.
Percent who rate each spokesperson as extremely/very credible
2015 2016
Technical
Expert
Academic
Expert
A person
like
yourself
CEO Employee Financial
Industry
Analyst
NGO
represent
ative
Board of
Directors
Employee and
Technical Expert
credibility
increased the most
General
Population
Government
official/
regulator
+6
21
+6
4 An Opportunity for Business
Increased Opportunity for Collaboration
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, Japan.
23
Percent trust in the four institutions of, 2015 vs. 2016
Informed
Public
General
Population
2015 2016Government, Media and NGO closing the gap on
Business’ lead on Trust
4036
30 31
4339 38
34
48
40
31 29
4541 39 40
+11-3 +8+1
+3 +3 +8 +3
Business MediaGovernment NGOs
48
40
3129
4541
39 40
50
3234 35
40
36
30 31
43
39 38
34
45
29
36
30
Business MediaGovernment
Opportunity for Business to Lead the Collaboration
24
Percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016
Informed
Public
General
Population
Trust
2016
Trusted to
keep pace
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) 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, Japan.
Business in the lead
Trust
2015
NGOs
66 66 6664
62 6260 59
5654
4745
42
3331 30 29
Ca
na
da
Sw
ede
n
Sw
itze
rlan
d
Ge
rma
ny
Au
str
alia
U.K
.
Ja
pa
n
Ne
the
rla
nd
s
U.S
.
Fra
nce
Ita
ly
Sp
ain
So
uth
Ko
rea
Ch
ina
Bra
zil
Ind
ia
Me
xic
o
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. 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 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.
25
Trust in companies headquartered in each country, and percentagepoint change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +34 Year
Trend
General
Population
50%
Source: 2016 Edelman Trust Barometer Q26-Q422. 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 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, 27-country global total.
59
78 78 78 80
73 73
6461
5457
43
52 5350
39
46 46
31
86
70
63
51 51 5248 48
60
82 82 80 80 7975 73
6965
57 57 5654 54
5147 47 47
34
77
69
62
50 50 4943 42
Glo
ba
l 2
7
Bra
zil
UA
E
Ma
laysia
In
dia
Me
xic
o
Sin
ga
po
re
Co
lom
bia
Turk
ey
Ita
ly
Sp
ain
Po
land
Ch
ina
So
uth
Afr
ica
Ge
rma
ny
Sw
ede
n
Ire
land
Ca
na
da
US
So
uth
Ko
rea
Indo
ne
sia
Arg
en
tin
a
Ho
ng
Ko
ng
Au
str
alia
Ru
ssia
Ne
therla
nd
s
Fra
nce
UK
Chinese Trust in Japanese Companies Rebounds;
Indonesia Falls
26
Percent trust in Japanese companies, 2015 vs. 2016
+6 -9+13 +8
General
Population
2015 2016
Increased or equal trust in Japanese Companies in 19 countries
40%
45%
50%
55%
60%
65%
70%
75%
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. *From 2012-2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
General
Population
27
35%
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Most Sectors Decline Except for Financial Services
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, Japan.
*From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 74% 67% 68% 63% 62% 12
Automotive 70% 66% 71% 62% 58% 12
Pharmaceutical 60% 58% 58% 54% 54% 6
Food & Beverage 64% 64% 56% 54% 52% 12
Telecommunications 59% 60% 60% 54% 52% 7
Consumer packaged goods 57% 56% 56% 51% 51% 6
Financial Services 39% 46% 42% 39% 47% 8
Energy 38% 49% 48% 44% 46% 8
General
Population
28
Expectation of Business to Solve Remains Consistent
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 and Japan, question asked of half the sample..
56% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
down from 57% in 2015
General
Population
29
80% agreeup from 74% in 2015
Differentiation in a Cynical World
30
Actions ValuesEmployee
AdvocacyEngagement
Actions
Differentiation in a Cynical World:
CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total and Japan.
32
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
67%
57%
Positive
long-term impact
Job creation
Not Enough
57%
49%
General
Population
50%
29%
46%
58%
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, Japan, question asked of half the sample.
33
Percent who agree that CEOs should be personally visible in discussing…
77%Societal Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on societal issues
67%Financial Results
General
Population
Purpose Impacts TrustPercent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Japan.
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic
growth
Contributes to the
greater good
Helps me and my
family live a healthy life
Fails to contribute to
the greater good
Lacks economic growth
Does not help me and
my family live a healthy
or fulfilling life/Does not
have good leadership
49%
41%
30%
39%
22%
12%
General
Population
34
Values
Differentiation in a Cynical World:
Integrity 51 27 24
Exhibits highly ethical behaviors 50 24 26
Takes responsible actions to address an issue or crisis 53 33 20
Behaves in a way that is transparent and open 50 24 26
Engagement 49 24 25
Treats employees well 52 25 27
Listens to customer needs and feedback 50 25 25
Places customer ahead of profits 47 23 24
Communicates frequently and honestly on the state of their company 46 23 23
Products 45 33 12
Places a premium on offering high-quality products or services 48 34 14
Is focused on driving innovation and introducing new products/services/ideas 42 32 10
Purpose 40 25 15
Is dedicated to protecting and improving the environment 41 22 19
Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14
Ensures that the company addresses society's needs in its everyday business 43 26 17
Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9
Operations 37 28 9
Attracts and retains a highly regarded and widely admired top leadership team 40 29 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4
Manages the company in a way that delivers consistent financial returns 41 29 12
Leaders Seen As UnderperformingImportance vs. performance of 16 trust-building leadership attributes
%
Performance
%
Importance Gap
General
Population
36
Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs 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.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, 28-country global total.
Integrity 41 7 34
Exhibits highly ethical behaviors 39 5 34
Takes responsible actions to address an issue or crisis 42 11 31
Behaves in a way that is transparent and open 41 5 36
Engagement 36 6 30
Treats employees well 43 6 37
Listens to customer needs and feedback 37 8 29
Places customer ahead of profits 31 7 24
Communicates frequently and honestly on the state of their company 32 4 28
Products 23 8 15
Places a premium on offering high quality products or services 26 10 16
Is focused on driving innovation and introducing new products/services/ideas 20 7 13
Purpose 19 7 12
Is dedicated to protecting and improving the environment 24 6 18
Ensures that the company creates programs that positively impact the local community in which it operates 16 5 11
Ensures that the company addresses society's needs in its everyday business 24 9 15
Ensures that the company partners with NGOs, government and third parties to address societal issues 14 6 8
Operations 19 7 13
Attracts and retains a highly-regarded and widely admired top leadership team 20 7 13
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 8 5 3
Manages the company in a way that delivers consistent financial returns 29 8 21
Leaders Seen As Underperforming
Source: 2016 Edelman Trust Barometer. Q462-478 How important is each of the following attributes to building your trust in CEOs? (Top 2 Box, Important) Q479-495 Please rate CEOs on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well.” CEO questions use the same scales as the business questions. (Top 2 Box, Performance) General Population, Japan.
Importance vs. performance of 16 trust-building leadership attributes
General
Population
37
%
Performance
%
Importance Gap
Desired Leadership QualitiesCharacteristics that make a CEO trustworthy, percent who selected each as one of the top five in each region
38
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important characteristics that make a CEO trustworthy. General Population, 28-country global total and Japan, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-country global total.
Japan
Decisive 55%
Sincere 41%
Visionary 41%
Competent 26%
Honest 26%
35%
47%
54%59%
62%65%
70%
79%
Their education andhow it shaped them
Their personalsuccess story
The obstaclesthey have overcome
Their personalvalues
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 9-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 and Japan, question asked of half the sample. [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 9-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 and Japan, question asked of half the sample.
Percent who agree that each type of information is important in building trust in a CEO
General
Population
39
both directly (86%)
and via media (75%)
CEOs must engage
EmployeeAdvocacy
Differentiation in a Cynical World:
50%
6560
4048 48 50
54 55 5657 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 7983 85
89
Glo
ba
l
GD
P 5
Ja
pa
n
Ru
ssia
Fra
nce
Sw
ede
n
Au
str
alia
S. K
ore
a
Po
land
U.K
.
Ita
ly
Ho
ng
Ko
ng
Ire
land
Ge
rma
ny
Ne
the
rla
nd
s
Sp
ain
Turk
ey
Ca
na
da
U.S
.
S. A
fric
a
Sin
ga
po
re
Ma
laysia
UA
E
Indo
ne
sia
Bra
zil
Arg
en
tin
a
Ch
ina
India
Co
lom
bia
Me
xic
o
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer 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 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.
GDP 5 = U.S., China, Japan, Germany, U.K. 41
Percent who trust the company for which they work
TrustedNot Trusted
General
Population
2527
19
2528
33
27 28
24
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. 42
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customerPartnerships/
programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
Broad Spokesperson Base is Essential
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 and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about 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 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about 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, Japan, question asked of half the sample.
43
Variety of Spokespeople needed to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customerPartnerships/
Programs to address
societal issues
Views on
industry issues
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
18 19
13 1316
202017 18 18
25 2421
24
32
2124
202123
26
22
16
22
14
18
1417
1917
10 9 8
1411
13
Employees at
companies NOT
engaged in societal
issues
Employees at
companies engaged
in societal issues
Employee Advocacy 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? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Japan, question was asked of half the sample. 44
Percent who agree with each statement, comparing those who work at companies involved in addressing broader societal issues vs. those who do not
35
31
38
43
46
41
51
Confidence in the future of the company
Recommend company as an employer
Recommend products and services toothers
Stay working for the company
Motivated to perform
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
24
32
23
25
27
29
21
75
73
69
68
65
60
56
General
Population
Level of Employee Advocacy/Commitment
Engagement
Differentiation in a Cynical World:
58
53
44
63
46
2012 2013 2014 2015 2016
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
General
Population
46
Millennials Gap
66 3
58 0
58 5
51 5
51 7
Millennials Gap
41 1
34 0
32 2
30 3
24 0
42
34
30
27
24
2012 2013 2014 2015 2016
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, Japan.
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed this to Search Engines.**From 2012-2015, we included Hybrid media as a media type. In 2016, we changed this to Online-Only media.
Percent trust in each source for general news and information
2012 2013 2014 2015 2016
Search engines* 44 39 42 38 42
Traditional media 48 41 42 34 34
Online-only media** 35 31 35 31 30
Owned media 33 30 32 32 27
Social media 23 21 24 23 24
General
Population
47
52
3337
25 2420
15
10 11 13
63
4239
3027
2320 19
1715
My friendsand family
Companiesthat I use
An academicexpert
A companyCEO
A journalist Employees ofa company
Celebrities A well-knownonline
personality
Companies [brands] I don’t use
Electedofficials
Friends and Family Most Trusted
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? General Population, Japan, question asked of half the sample.
48
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016
2015 2016
General
Population
+11 +9 +9
Differentiation in a Cynical World
49
Actions ValuesEmployee
AdvocacyEngagement
Differentiation in a Cynical World
‣ Create societal impact in addition to profits through purposeful action
‣ Express your values through honest, ethical engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where they are, about what most
interests/concerns them
50
Thank You