Edelman Trust Barometer 2016: Ergebnisse Financial Services

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

Trust in Retrospect

3

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

48

42

26

35

20

12

Trust Matters

4

Percent who engage in each behavior based on trust

68

59

41

38

37

18

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

60

6465

63

66

50

5354

51

55

46

48

45

48

51

38

41

39

4243

2012 2013 2014 2015 2016

54

58 5856

62

47

5049 49

53

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, 25-country global total.

6

Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

53

57

53

51

56

46

4948

46

49

NGOs

Government

Media

Business

Post-Recession Highs

Informed

Public

General

Population

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.

Percent change in trust in each industry sector, 2012-2016

2012 2013 2014 2015 2016

General

Population

7

Consumer Packaged Goods

4

Food & Beverage

Consumer

Packaged Goods

Telecommunications

Energy

Financial Services

Energy

5

Financial Services

8

Telecommunications

2

Food & Beverage

1

50%

Increased Trust in Financial Services

8

Percent trust in the financial services sector, 2015 vs. 2016 (27-country global total)

Increased or equal trust in financial services in 24 countries

+10 +13

General

Population

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 -7

4845

72 7269 67

5762

56 5551

45 4339 37

41

35

4036 36 36 34

29

22

33

25

77

59 61

51 50

76 7573

67 6764

56 56 5452

48 47 4643 43 42 41 40 39 37 36 35 34

32

74

5754

Glo

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7

GD

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Ch

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Indo

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UA

E

Ma

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Me

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Sin

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Bra

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Ca

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U.S

.

S. K

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Ja

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India

S. A

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Ko

ng

+7 +8 +9+5

Five of six major

financial centers saw

increased or equal

trust

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.

9

Trust in various industry sub-sectors (27-country global total)

Banks Financial Advisory/

Asset Management

Credit Cards/

Payments

Banks

General

Population

Mobile banking/

e-payments

Credit Cards/Payments & Banks Biggest Gainers

52% 51%47% 46%

59% 57%

51%49%

63%

2015 2016

No

t a

sk

ed

in

20

15

74 Indonesia

73 UAE

72 China

72 India

66 Malaysia

65 Mexico

64 Colombia

63 Singapore

56 Canada

56 S. Africa

54 Brazil

53 Hong 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 Australia

47 Japan

46 Turkey

43 Argentina

43 Netherlands

42 Russia

41 U.K.

40 Italy

39 Poland

37 Sweden

36 Ireland

35 Spain

34 France

32 Germany

76 China

75 Indonesia

74 India

73 UAE

67 Malaysia

67 Mexico

65 Colombia

64 Singapore

57 S. Africa

56 Brazil

56 Canada

54 Hong Kong

54 U.S.

52 S. Korea

84 China

84 India

84 Indonesia

77 Mexico

72 Malaysia

70 Colombia

69 Singapore

69 UAE

69 U.S.

67 Brazil

62 S. Africa

49 Italy

48 Japan

47 Spain

44 France

44 Netherlands

41 Argentina

41 Ireland

40 Russia

38 Poland

36 Sweden

34 Germany

57 Australia

56 S. Korea

55 Canada

55 Hong Kong

52 U.K.

51 Turkey

59 Global

47 Australia

47 Japan

45 Turkey

44 Argentina

43 Netherlands

42 Russia

40 Poland

40 U.K.

38 Italy

36 Ireland

36 Sweden

33 Spain

32 France

32 Germany

8 point gap

between

informed public

and mass

population

Half of countries are

distrusters for mass

population

2 Trust Inequality

53

58

56 56

60

44

47

46 46

48

2012 2013 2014 2015 2016

A Significant Divide



and Mass Population, 25-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K. 12

Percent trust in the four institutions of

government, business, media and NGOs, 2012 to 2016Informed

Public

Mass

Population

12pt

Gap

9pt

Gap

in trust inequality--

which jumps to a

5-point increase

among the GDP5

3-point increase



Informed Public and Mass Population, 25-country global total.

13

Percent trust in financial services, 2012 to 2016 (25-country global total)

Financial Services: Following the Same Trend

6pt

Gap

4pt

Gap

47

5051

52

56

43

4647 47

50

2012 2013 2014 2015 2016

Informed

Public

Mass

PopulationTrust in Financial Services

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 Disparity: A Global Phenomenon


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.


Increased Gap Decreased Gap

Gap has increased in 16 of 25 countries

Glo

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.

U.S

.

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Ma

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Ind

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Ch

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Bra

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Ge

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Au

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Ire

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Ru

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Po

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Ca

na

da

Ja

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Ind

on

esia

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on

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Sw

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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

Five of six major financial centers

see growing trust disparity

Financial Services Sector Gap Disparity



Informed Public and Mass Population, 28-country global total.

15

Trust in the financial services sector, Informed Public vs. Mass Population, 2016

Country

Informed

Public

Mass

Population Gap

U.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

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

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”]


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

MassPopulation

The Inversion of Influence

17

Authority

& Influence

Influence

Authority



and Mass Population, 28-country global total.

85%of population

48 Trust Index

15%of population

60 Trust IndexInformed

Public

6364

57

5048

41

50

39

33

67

6463

5352

4948

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.

18

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

DirectorsGovernment

official/regulator

CEO credibility

increased the most

General

Population

+6

3 An Opportunity for Business

A Position of Strength



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.20

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

5148

55 53

63

57

6763

NGOs Business

+4 +6

+4 +5

Informed

Public

General

Population

Business closing NGO’s long-held lead in trust

Trust

2016

Trusted to

keep pace

Trust

2015

6357

676363

69

5148

5553

5561

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

General

Population

21

4 Leadership in aDivided World

Addressing Trust Inequality

23

Employee

Advocacy

EngagementValues

ActionsTrust

EmployeeAdvocacy

Leadership in a Divided World:

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 f inancial 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.

25

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

Financial Services: Least-Trusted Sector

is Most-Trusted Employer

26

Percent trust in own company within each industry by employees, and

trust in that industry sector among the general population

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


Automotive74 / 61

13Professional

Services79 / 63

16

Financial Services80 / 52

28

Telecommunications75 / 60

15Fashion77 / 62

15

GAP

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.

27

Employees who say their company and their CEO are

engaged in societal issues, by industry sector

CEO

engagedCompany

engaged

Technology Food & Beverage Health Financial Services Energy

General

Population

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. 28

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

68

68

68

64

70

71

75

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

Impact of

Company

Engagement

18

21

19

24

19

18

15

93

92

89

88

87

86

83

General

Population

Level of Employee Advocacy/Commitment

Engagement


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

Industry 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

30

Millennials Gap

66 3

58 0

58 5

51 5

51 7

50%

6761

53

46

39

4640

3430

26

78

6562

5549

44 4237

32 31

My friendsand family

An academicexpert

Companiesthat I use

Employees ofa company

A companyCEO

A journalist A well-knownonline

personality

Electedofficials

Celebrities Companies I don’t use*

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. 31

Percent who trust information created by each author on social networking

sites, content sharing sites and online-only information sources, 2015 vs. 2016

+11

General

Population

+10

2015 2016

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

peers

influence

32

Values


4845

2627 29 30 31 31 32

3339 40 40 40 41 42 44

4750 51 53

56

64 6568 69 71 71

76 76

Glo

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Spa

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U.K

.

Russia

Germ

any

Neth

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Italy

Pola

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Austr

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Ind

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Ch

ina

CEO Challenge:

More Than Half Don’t Trust FS CEOsPercent who trust CEOs to do what is right,

financial services sector

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.


34

General

Population

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

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 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%)

General

Population

35

CEOs must engage

Actions


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, V isible) General Population, 28-country

global total, question asked of half the sample.

37

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

Trust-Building Behaviors:

Data, Quality and Safety Are Critical for Financial Services

Importance vs. performance of behavior in building trust in a company

General

Population

38

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


Protects Consumer Data

86 / 65

21 23 23

24 16Develops

Intellectual Property

74 / 56

18

Ensures

Quality Control

85 / 62

Keeps Me and My

Family Safe

81 / 58

Transparent

Social Responsibilities

80 / 56

Makes My

Life Easier

80 / 64

PerformanceImportanceGAP

Trust Building Behaviors:

Actions Leading to Better Performance

39






Data Privacy & Security

Develops Intellectual Property

Ensures Quality Control

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 EducationDigital Strategy

Employee

Advocacy

Engagement Values

Actions

Embracing the New Reality of Influence to Address Trust Inequality

Influence

TRUST

40

Leadership

TRUST

‣ Ignite your most powerful advocate, your employees

‣ Engage cross channel to meet stakeholders, where

they are, 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

Appendix:2016 Trust Barometer

Additional Data

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% 840%

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

General

Population

42

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

lan

d

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

Mass Population Less Optimistic

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.


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

Desired Leadership QualitiesCharacteristics that make a CEO trustworthy, percent who

selected each as one of the top five in each region

44

cannot name any CEOs*

60% of global

respondents

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, 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


Purpose Impacts Trust

45

Percent 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, 28-country global total.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces

economic growth

Contributes to the

greater good

Allows me to be a productive

member of society

Fails to contribute

to the greater good

Lacks economic growth

No public services

59%

45%

40%

50%

39%

36%

General

Population

50%


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



4847

64

70

58

6865

59 56 57

4851

4346

51

36

44

30

46

3640

32

4238 36 37

30

6057

5350

7671 70 69

6764

60 6057 56

5352 51

4846 46 46

43 43 42 4239 38 38

33

58 56

Glo

ba

l 2

7

GD

P5

Me

xic

o

Indo

ne

sia

Ch

ina

India

UA

E

Bra

zil

S. A

fric

a

Sin

ga

po

re

Ita

ly

Ca

na

da

Arg

en

tin

a

Au

str

alia

U.S

.

Sp

ain

U.K

.

Fra

nce

Sw

ede

n

Ire

lan

d

Ja

pa

n

Turk

ey

Ge

rma

ny

Ho

ng

Ko

ng

Po

land

Ru

ssia

S. K

ore

a

Ma

laysia

Ne

the

rla

nd

s

Global Increase in Business Trust

46

Percent trust in business, 2015 vs. 2016

Increased or equal trust in business in 25 countries

+12 +12 +10 +12 +16 +10

General

Population

2015 2016

Integrity 54 31 23

Has Ethical Business Practices 51 31 24

Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23

Has Transparent And Open Business Practices 55 31 24

Engagement 55 32 23

Treats Employees Well 58 33 25

Listens To Customer Needs And Feedback 58 33 25

Places Customers Ahead Of Profits 55 31 24

Communicates Frequently And Honestly On The State Of Its Business 48 29 19

Products 49 34 15

Offers High Quality Products Or Services 58 35 23

Is An Innovator Of New Products, Services Or Ideas 41 32 9

Purpose 43 28 15

Works To Protect And Improve The Environment 50 30 20

Creates Programs That Positively Impact The Local Community 44 29 15

Addresses Society's Needs In Its Everyday Business 45 29 16

Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10

Operations 37 28 9

Has Highly-Regarded And Widely Admired Top Leadership 39 27 12

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9

Delivers Consistent Financial Returns To Investors 36 28 8

Trust-Building AttributesCompany Importance vs. Performance

%

Performance

%

Importance Gap

General

Population

47

Source: 2016 Edelman Trust

Barometer Q80-95 How important is

each of the following attributes to

building your TRUST in a company?

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” in a company. (Top 2 Box,

Importance) Q114-129 Please rate

businesses in general 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". (Top 2 Box,

Performance) General Population, 28-


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

48

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-


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.

49

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%

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, 28-country global total and regions, question asked of one-fifth the sample.


51 51

85 83

70

81

57

7367 71

57 56 5448

51

4340

46 46

35

29

37

30 2833

1719

61

5357 56

8784 83 82

79 7773

71

65 64 6460

5751 51

48 46 46 4641 39 38

3430

25

57

49

Glo

ba

l 2

7

GD

P 5

India

Ch

ina

Ma

laysia

Indo

ne

sia

Me

xic

o

Ho

ng

Ko

ng

Sin

ga

po

re

UA

E

S. A

fric

a

Bra

zil

U.S

.

Arg

en

tin

a

S. K

ore

a

Au

str

alia

Po

land

Ru

ssia

Sw

ede

n

U.K

.

Turk

ey

Ne

the

rla

nd

s

Ge

rma

ny

Ita

ly

Fra

nce

Sp

ain

Ire

lan

d

Ca

na

da

Ja

pa

n

Increased Trust in Banking

50

Percent trust in the banking sector, 2015 vs. 2016 (27-country global total)

Increased or equal trust in banking in 25 countries

+22+13 +10 +11 +11 +10

General

Population

2015 2016

+12 +17 +13

50%

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 total, question asked of one-fifth the sample.


5256

82

69

50

6762 61

5451

5753

50 4946 45 46 46 47 46

32

46

40 39

2833

7166

5259 60

82

73 7268 67 67 66 64 62 62 61

58 5754 52 51 50 50 49 48 48 48 48

45

6865

50

Glo

ba

l 2

7

GD

P 5

Ch

ina

India

Me

xic

o

Indo

ne

sia

Sin

ga

po

re

Bra

zil

U.S

.

Arg

en

tin

a

Ma

laysia

Ca

na

da

Ita

ly

S. K

ore

a

S. A

fric

a

Ne

the

rla

nd

s

Sw

ede

n

Ge

rma

ny

Fra

nce

U.K

.

Ire

lan

d

Ru

ssia

Au

str

alia

Po

land

Sp

ain

Turk

ey

Ho

ng

Ko

ng

UA

E

Ja

pa

n

Increased Trust in Credit Cards/Payments

51

Percent trust in the credit cards/payments subsector, 2015 vs. 2016 (27-

country global total)

Increased or equal trust in Credit Cards/Payments in 24 countries

+12+22

General

Population

2015 2016

+17+13 +11 +11 +20 +12

50%



4642

58

69

6359 58 58

55

42

36

4439

3538 37

23

2932

22 21

71 6964

56 57

3733

28

4945

73 72

6661 59 58 57

48 46 45 44 4340 39 38

34 32 32 31

66 6459

55 54

3532

27

Glo

ba

l 2

7

GD

P 5

Me

xic

o

Ch

ina

Ma

laysia

Bra

zil

S. A

fric

a

Sin

ga

po

re

U.S

.

Arg

en

tin

a

Ne

the

rla

nd

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S. K

ore

a

Au

str

alia

Turk

ey

U.K

.

Po

land

Sp

ain

Sw

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Fra

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Ire

lan

d

Ge

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India

Indo

ne

sia

UA

E

Ho

ng

Ko

ng

Ca

na

da

Ru

ssia

Ita

ly

Ja

pa

n

Increased Trust in Financial Advisory/Asset Management

52

Percent trust in the financial advisory/asset management subsector, 2015 vs.

2016 (27-country global total)

Increased or equal trust in Financial Advisory/Asset Management in 19 countries

+10+15 +15 +10

General

Population

2015 2016

+10

50%



47 47

54

6663

5760

56

48

38

45 44

38 39 37 3632 31 29 27 25

35

77

6763

66

51

4340

51 51

72 7167 66 64 62

5652

49 47 47 4541 39 39 38 38 37 37 36

71

6360 59

50

40 39

Glo

ba

l 2

7

GD

P 5

Me

xic

o

Ch

ina

Ma

laysia

Bra

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Sin

ga

po

re

U.S

.

Arg

en

tin

a

Turk

ey

Sw

ede

n

S. A

fric

a

Ne

the

rla

nd

s

U.K

.

Au

str

alia

Fra

nce

Ita

ly

Po

land

Ge

rma

ny

Ire

lan

d

Sp

ain

Ru

ssia

India

UA

E

Ho

ng

Ko

ng

Indo

ne

sia

Ca

na

da

Ja

pa

n

S. K

ore

a

Increased Trust in Insurance

53

Percent trust in the insurance subsector, 2015 vs. 2016 (27-country global

total)

Increased or equal trust in Insurance in 20 countries

+14+18 +10

General

Population

2015 2016

+12


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 and Germany, question asked of one-fifth the sample.

54

Trust in various industry sub-sectors (27-country global total) and Germany

Banks InsuranceMobile banking/

e-payments

Credit Cards/

Payments

General

Population

Financial Advisory/

Asset Management

Credit Cards/Payments & Banks Biggest Gainers

52% 51%47% 46%

63%

59% 57%

51%49%49%

51%

39% 38%

31%

2015 2016 Germany 2016

N/A

50%



6358

8380 80 80 79

71 70 70 69 67 67 6764 63 63 62 61 60 59 58 56

53 5249 49 47 46

39

Glo

ba

l 2

8

GD

P 5

Ch

ina

Me

xic

o

Ma

laysia

India

Indo

ne

sia

Bra

zil

Co

lom

bia

Sw

ede

n

UA

E

Arg

en

tin

a

Ne

the

rla

nd

s

Sin

ga

po

re

Turk

ey

Ho

ng

Ko

ng

S. A

fric

a

Ru

ssia

Po

land

U.S

.

Ita

ly

S. K

ore

a

Au

str

alia

Ca

na

da

Ire

lan

d

Ge

rma

ny

U.K

.

Ja

pa

n

Sp

ain

Fra

nce

Nearly Two-Thirds Trust Mobile Banking/e-Payments

55

Percent trust in the mobile banking/e-payments subsector, 2016 (28-country

global total)

General

Population

58% 59%

49%52%

63%63% 65%

57%61%

59%

68%66%

62%65%

72%

39%

51%

36%41%

55%

71%

64%

55% 57%

68%


Regional Trust Levels Vary

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, 28-country global total and regions, question asked of one-fifth the sample.

56

Trust in various industry sub-sectors

Financial Advisory/

Asset Management

InsuranceBanks Credit Cards/

Payments

Global

North America

Latin America

European Union

APAC

General

Population

Mobile banking/

e-payments

Financial Services CEO Trust Varies by Region

Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] 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 and regions.

57

Respondents who trust CEOs in each industry

Financial ServicesHealth EnergyTechnology Food & Beverage

Global

North America

Latin America

European Union

APAC

General

Population

61%

54%51%

48%46%

57%

52%

46% 47% 48%

76%

66%

57%61%

50%49%46%

37%

32%

37%

67%

58%

64%

58%56%

80 78 7680

88 92

Global GDP 5 European Union APAC North America Latin America

Majority of Financial Services Workers

Trust Their Employer

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, question was asked of half the sample.


Percent who trust the company for which they work, financial services sector

General

Population

70 70 71 73 74 74 74 7475 75 77 77 78 79 80

67 64 61 63 61 6165

57

6660

64 62

75

63

52

Ma

nu

factu

ring

Tra

nsp

ort

atio

n

He

alth

Ca

re

Foo

d a

nd

Be

vera

ge

Au

tom

otive

Co

nsu

me

rP

ackag

ed

Go

od

s

Ed

uca

tio

n

En

erg

y

Re

tail

Tele

-co

mm

unic

atio

ns

En

tert

ain

me

nt

Fash

ion

Te

ch

no

log

y

Pro

fessio

na

lS

erv

ices

Fin

an

cia

lS

erv

ices

Financial Services: Least-Trusted Sector

is Most-Trusted Employer

59

Percent trust in own company within each industry by employees, and

trust in that industry sector among the general population

General

Population

General

Sector Trust

Trust in Own

Company

91313101063 163151315917 28

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



Data, Quality and Safety Are Critical for Financial Services

Protects consumer data 86 65 21

Ensures quality control 85 62 23

Keeps me and my family safe 81 58 23

Is transparent in reporting progress on company’s social responsibilities 80 56 24

Makes my life easier 80 64 16

Embraces sustainable business practices 80 59 21

Has leadership that effectively represents the interests of all stakeholders 79 57 22

Supports local charities and good causes 75 55 20

Develops intellectual property 74 56 18

Makes me feel connected to something bigger 70 53 17

Importance vs. performance of behavior in building trust in a company

%

Performance

%

Importance Gap

General

Population

60






social responsibility

#1 gap?


Financial Services Falling Short

General

Population

Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust)

General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] 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”. General Population, 28-

country global total. 61

Gap in importance of behaviors in building trust vs. percent who

agree each industry is performing well against these behaviors

TechnologyHealth

Care

Food &

Beverage

Financial

ServicesEnergy

Protects consumer data 19 18 23 21 24

Ensures quality control 11 19 16 23 23

Keeps me and my family safe 15 15 21 23 20

Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26

Makes my life easier 1 15 11 16 12

Embraces sustainable business practices 14 22 18 21 22Has leadership that effectively represents the interests of all

stakeholders 14 22 20 22 25

Supports local charities and good causes 15 19 17 20 22

Develops intellectual property 1 13 14 18 17

Makes me feel connected to something bigger 4 17 17 17 19

AVERAGE GAP 11 18 18 21 21

Financial services

tied for largest gap

62

Edelman.ergo

Tobias Mündemann

Senior Partner

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Edelman Trust Barometer 2016: Ergebnisse Financial Services

Economy & Finance

Transcript of Edelman Trust Barometer 2016: Ergebnisse Financial Services