The Evolving Trust Landscape: What It Means for Business ......2008 Trust Barometer | 6 40% 52% 52%...
Transcript of The Evolving Trust Landscape: What It Means for Business ......2008 Trust Barometer | 6 40% 52% 52%...
2008 Trust Barometer | 1
The Evolving Trust Landscape:
What It Means for Business and
Stakeholder Relationships
Insights from the 2008 Edelman Trust Barometer
Mark Shadle
April 24, 2008
2008 Trust Barometer | 2
Trust Matters
• We all see dramatic changes around us: economic, social, political,
technological, environmental
• Our expectations are changing too – for business, for government, for each
other
• We’re all more skeptical, guarded, wary… because the stakes are higher
• Our firm sought to learn:
– Who do you trust to do the right thing?
– What impacts your level of trust?
– Does trust differ – by nation, by industry or age?
– How do you act upon that trust (or lack of it)?
– What can organizations do about it?
2008 Trust Barometer | 3
The Trust Barometer Methodology
Edelman’s Ninth Trust Barometer
• Conducted by research firm StrategyOne
• Thirty-minute telephone survey conducted in October - November 2007
• “Opinion elites” meeting the following screening criteria:
– College educated
– In top 25% of household income per age group in each country
– Reported significant media consumption and engagement in business news and public policy
• Tracking trust from 2001 - 2008
• Sampled two age groups concurrently (25-34 and 35-64)
Opinion elites aged 35-64 (N = 3,100):
– Surveyed in 18 countries: 400 in the US; 300 in China; 150 each in United Kingdom, Germany, France, Italy,
Spain, the Netherlands, Sweden, Poland, Russia, Ireland, Mexico, Brazil, Canada, Japan, South Korea, and
India
– Consistent with previous Edelman Trust Barometers
Opinion elites aged 25-34 (N = 675):
– Surveyed in 12 countries: 100 in the US; 75 in China; 50 each in United Kingdom, Germany, France, Russia,
Mexico, Brazil, Japan, South Korea, Canada, and India
– This was a new audience to the survey this year
2008 Trust Barometer | 4
Business Paired with NGOs as Global Trust Leaders
NGOs Strongest in Europe
(18 Country Data 35-64)
State of Trust ‘08
An Opportunity for Business
2008 Trust Barometer | 5
• Business has a historic opportunity to lead
– Tied with NGOs as the trust leaders globally
– Leads government in 14 out of 18 countries surveyed
• Youthful optimism – 25-34 elites are more trusting of business; use
multiple sources of information
• Mainstream news sources continue to be most used and credible
– Social media strongest among younger opinion elites and in BRIC countries
• A “person like yourself” and experts (doctors, academics and industry
analysts) continue as the most credible spokespeople; not CEOs
• Elites will act positively based on trust or negatively based on distrust
in companies
Key Global Themes on Trust
2008 Trust Barometer | 6
40%
52%52%
44%
51%
43%
48%
53%
0%
20%
40%
60%
NGOs Business Media Government
2007 2008
A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST
that institution to do what is right. Please use 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". The higher the
number the more you TRUST them to do what is right.
35-64 Opinion Elites (18 Countries); Global Total
*
*
* Statistically higher than comparable age group at the 95% confidence level.
Business Holds the Same Strong Trust Levels as 2007
Business trust flat in Europe,
except down in Sweden
Global Trust in InstitutionsNGOs and Business Tied as the Trust Leaders
2008 Trust Barometer | 7
A1-A5. I am going to read you a list of
institutions. For each one, please
tell me how much you TRUST that
institution to do what is right.
Please use 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". The higher the
number the more you TRUST them
to do what is right.
35-64 Opinion Elites (European Countries)
28%
34%
38%
45%
53%
BUSINESS
RELIGIOUS
NGOs
MEDIA
GOVERNMENT
18%
30%
36%
39%
63%
BUSINESS
REL
NGOs
MEDIA
GOVERNMENT
40%
55%
59%
59%
64%
BUSINESS
RELIGIOUS
NGOs
MEDIA
GOVERNMENT
27%
27%
35%
38%
47%
BUSINESS
RELIGIOUS
NGOs
MEDIA
GOV
29%
41%
43%
49%
63%
BUSINESS
RELIGIOUS
NGOs
MEDIA
GOV22%
26%
30%
35%
57%
BUSINESS
REL
NGOs
MEDIA
GOVERNMENT
36%
37%
46%
49%
51%
BUSINESS
RELIGIOUS
NGOs
MEDIA
GOVERNMENT
35%
37%
43%
47%
59%
BUSINESS
RELIGIOUS
NGOs
MEDIA
GOV
Sweden
Ireland
UK
France
28%
28%
29%
38%
42%BUSINESS
RELIGIOUS
NGOs
MEDIA
GOVERNMENT
Russia
11%
32%
37%
38%
45%BUSINESS
RELIGIOUS
NGOs
MEDIA
GOV
PolandGermany
Spain Italy
Netherlands
NGOs Have a Strong Trust Advantage Over
Business in Most European CountriesPoland/Russia Differs
+8
+12
+2
+4
+27
+12
+22
-9
-13
-7
2008 Trust Barometer | 8
47
52
41
4947
55 54
57
6160
55
4240
55
4746
59
51
4541
45
52
56
36
31
39
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Winter 2001 Winter 2002 Winter 2003 Winter 2004 Winter 2005 Winter 2006 Winter 2007
Europe (UK/ France/Germany) USA China Japan South Korea
A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
Please use 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". The higher the number the more you TRUST them to do what is right.
35-64 Opinion Elites - (UK)
NGOs’ Trust Rising in Some Important Countries
Outside Europe
2008 Trust Barometer | 9
Business Leads Government in Nearly Every Market
Canada
39%49% +10
USA
39%
58% +19
Mexico
49%
75% +26
Brazil
22%
61%+39
Sweden
39%
63%-24
Ireland
35%
47% +12
UK
34%
45% +11
France
35%
30% -5Spain
37%
49% +12
Russia
38%
42% +4
Poland
11%
45% +34
Netherlands
55%
64%-9Germany
27%
35% +8
Japan
45%
61% +16
China
54%
79%-25
India
49%
74% +25
South Korea
40%
43% +3
Government
Business
A1-A5. I am going to read you a list of
institutions. For each one, please tell me
how much you TRUST that institution to do
what is right.
35-64 Opinion Elites (18 Countries)
Italy
29%
41% +12
2008 Trust Barometer | 10
16%
34%33%
32% 26%
35%
27%
24%27%
0%
20%
40%
60%
Winter 2006 Winter 2007 Winter 2008
UK France Germany
A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
Please use 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". The higher the number the more you TRUST them to do what is right.
35-64 Opinion Elites (UK, France, Germany)
35%
44%45%
53%
28% 28%
30%
31%33%
0%
20%
40%
60%
Winter 2006 Winter 2007 Winter 2008
UK France Germany
Trust in Government Up Trust in Business Flat
Trust in Government Rebounds in UK & France,
While Business Flat in UK, France, Germany
2008 Trust Barometer | 11
45%
34%
53%
19%
38%
37%
44%
43%
53%
46%
27%
17%
16%
33%32%
41%43%
44%
56%
41%
25%
21% 22%24%
0%
20%
40%
60%
80%
100%
Winter 2003 Winter 2004 Winter 2005 Winter 2006 Winter 2007 Winter 2008
Business Government NGOs Media
A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
Please use 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". The higher the number the more you TRUST them to do what is right.
35-64 Opinion Elites - (UK)
Rebound in UK trust in Government, Media and
NGOs to 2006 Levels
2008 Trust Barometer | 12
65%
55%
45%
49%
64%
60%
53%
43%
48%
38%
45%
38%
41%
62%
44%
33%
19%
34%
29%
41%
53%
22%
33%
30%
0%
20%
40%
60%
UK Germany Italy US Canada Japan South
Korea
Brazil India
2008
2007
2006
A1-A5. I am going to read you a list of institutions. For each one, please tell me how
much you TRUST that institution to do what is right. Please use 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". The higher the number the more
you TRUST them to do what is right.
35-64 Opinion Elites (18 Countries)
Media is more trusted than governments in 13 of 18 countries
• No significant change in media trust in France, China,
Spain, Ireland, Sweden, Netherlands, Russia, Mexico
• Drop in Poland
Trust in The Media at a High Point In Many
Countries – “The Voice of Media Is Back”
2008 Trust Barometer | 13
Key European Trust Themes
Europe encompasses a multiplicity of Trust viewpoints
• Trust in business across Europe on par with last year except for a decline in Sweden
• NGOs are most trusted institutions in UK, Germany, France, Italy, Spain, Ireland
• Business leads trust in Russia and Poland; Government in Sweden and
Netherlands
• Government trust rebounded from a 2007 low in UK and France with regime change
• Europe includes the most (Sweden, Germany) and least (Russia) trusted
headquarter countries
• Italians and Spanish show increases in trust and credibility across multiple
categories and spokespeople
• Higher use of social media in Russia, Poland and Germany than other European
countries
• Ireland shows high usage and credibility increases for traditional news sources
• Trust in religious institutions dropped in most European countries except Ireland
where it rose 8 points to 37%
2008 Trust Barometer | 14
Seven of Top Ten Most Trusted Headquarters
Countries are European
A 18-35. Please tell me how much you trust global companies headquartered
in the following countries to do what is right on a scale 1-9. 35-64 opinion
elites in 18 countries global total.
Top Ten
2008 Trust Barometer | 15
0
10
20
30
40
50
60
70
80
90
100
2001 2002 2003 2004 2005 2006 2007 2008
Citicorp Coca-Cola McDonald's ExxonMobil
US Trust in American Companies European* Trust in American Companies
A51/52/54/59. I am going to read you a list of organizations and companies. For each one, please tell me how much you TRUST that company or organization to do
what is right. This time, please use 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”. The higher the number the more you TRUST them to do what is right. If you have not heard of the organization or company, tell me
and we will move to the next one.
35-64 Opinion Elites
29%
46%
35%
26%
* European Tracking = UK/France/Germany
0
10
20
30
40
50
60
70
80
90
100
2001 2002 2003 2004 2005 2006 2007 2008
Citicorp Coca-Cola McDonald's ExxonMobil
77%
67%63%
46%
Continuing Trust Discount for US Companies in
Europe
2008 Trust Barometer | 16
European Companies Do Not Face a
Trust Discount in the US
59%
52%
0%
10%
20%
30%
40%
50%
60%
70%
2002 2003 2004 2005 2006 2007 2008
Unilever Shell
41%
47%
0%
10%
20%
30%
40%
50%
60%
70%
2002 2003 2004 2005 2006 2007 2008
Unilever Shell
* European Tracking = UK/France/Germany
A51/52/54/59. I am going to read you a list of organizations and companies. For each one, please tell me how much you TRUST that company or organization to do
what is right. This time, please use 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”. The higher the number the more you TRUST them to do what is right. If you have not heard of the organization or company, tell me
and we will move to the next one.
35-64 Opinion Elites
US Trust in European Companies European* Trust in European Companies
2008 Trust Barometer | 17
Key UK Trust Themes
• Trust in the institutions of government, media and NGOs all rose significantly
over the last year – back up to 2006 levels – while trust in business remained flat
• Significant increases in trust: energy and media industry sectors
• Television news coverage the most used sources of information about
companies; analyst reports and radio news coverage the most credible
– Credibility of newspapers, articles in business magazines, radio news coverage rebounded to
’06 levels
– UK (along with French) opinion elites consider communications issued by companies less
credible than do opinion elites in any other country
• Person like yourself as well as experts (particularly financial/industry analysts and
doctors) are the most credible spokespeople
– Significant increases in credibility of a person like yourself, academics, financial analysts, CEOs
• Younger UK opinion elites consider several sources of information and
spokespeople more credible than their older counterparts:
– Sources of information: TV news coverage, TV talk shows, Blogs, Social networking sites,
Videosharing sites; Spokespeople: Entertainers/athletes, bloggers
2008 Trust Barometer | 18
1%
3%
33%
49%
51%
51%
60%
64%
68%
71%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80%
None of these
Other factors
The cultural differences between that country
and yours
Your personal experience with people from
that country
Political relationship between that country
and yours
Country's environmental track record
Country's human rights track record
Your experience with other companies from
that country
What you have seen, heard or read in the
news about the country
Your experience with products or services
from that country
Your perceptions of how corrupt or fair
business practices are in that country 67
62
57
49
60
51
40
40
29
3
1
70
69
67
52
55
45
59
34
27
3
1
A 36. Which, if any, of the following factors are important to you in deciding whether to place your trust in a company
headquartered in an overseas country?
35-64 Opinion Elites
UK Trust in Companies Headquartered Overseas
Driven More by Pragmatism than Ideology
2008 Trust Barometer | 19
31%
34%
41%
45%
47%
48%
49%
49%
50%
52%
59%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Insurance
Media Companies
Consumer Packaged Goods Manufacturers
Energy
Banks
Automotive
Entertainment
Retail
Pharmaceuticals
Biotech/Life Sciences
Health Care Industry
Technology 80
58
73
54
64
50
60
69
54
63
44
49
73
62
62
49
57
51
56
44
49
47
40
35
Significant increases
in trust of energy and
media companies in
the UK
A6-A17. Please tell me how much you TRUST businesses in each of the following industries to do what is right.
35-64 Opinion Elites
Technology Remains the Most Trusted Sector
Among UK Opinion Elites
2008 Trust Barometer | 20
Younger Opinion Elites Are the
New Opportunity for Business
(12 Country Data 25-64)
2008 Trust Barometer | 21
Trust in Business – By Respondent Country/Age Group
*
A1-A5. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
25-64 Opinion Elites (12 Countries)
42%
43%
30%
45%
54%
58%
61%
74%
75%
32%
44%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Germany
Canada
Brazil
Russia
South Korea
France
UK
China
US
Japan
India
Mexico
* Statistically higher than comparable age group at the 95% confidence level.
84%
76%
62%
60%
59%
56%
52% *
52%
50%
61%
49%
35%
Global
25-34 Year Elites
35-64 Year Elites
35-64 25-34
25-34 35-64
Respondent Country
Younger Elites Show Higher Trust in Business
in Nine of the Twelve Countries
2008 Trust Barometer | 22
*
28%
35%
41%
40%
44%
45%
52%
47%
58%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Retail
Health care industry
Insurance
Media companies
Banks
Consumer packaged goods manufacturers
Energy
Pharmaceuticals
Automotive
Entertainment
Biotech/life sciences
Technology
UK/France/Germany
25-34 Year Elites
35-64 Year Elites
35-64 25-34
Younger European Elites Are More Trusting of
Several Industries
A6-A17. Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do
what is right. Again, please use a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A
GREAT DEAL”. The higher the number the more you TRUST them to do what is right. If you have not heard of the industry, tell me and we will move to the
next one. Let’s start with… 25-64 Opinion Elites (UK-France/Germany)
75%
63%
58%
53%
50%
49%
48%
48%
36%
31%
60%
51%
59%
50%
*
*
* Statistically higher than comparable
age group at the 95% confidence level.
2008 Trust Barometer | 23
Trust and Information Sources:Top-Down “Vertical” Sources Lead;
Peer-to-Peer “Horizontal” Media Making Inroads
(18 Country Data 35-64)
2008 Trust Barometer | 24
Media Usage: Mainstream Media Still the Most
Frequently Used for Business Information
Regular UsageUK
%
FRA
%
GER
%
RUS
%
EU
%
US
%
Television news coverage 76 55 79 74 68 71
Articles in newspapers 73 69 77 70 74 67
Articles in business magazines 53 58 72 79 56 57
Conversations with your friends and
peers59 41 52 53 53 50
News coverage on the radio 59 55 60 44 56 46
A company’s own Web site 51 41 27 64 46 43
Stock or industry analyst reports 39 23 48 32 34 42
Communications issued by
companies such as press releases,
annual reports, and newsletters
43 25 44 41 37 35
Corporate or product advertising 39 17 35 46 33 33
Blogs 9 5 13 34 10 11
Wikipedia 25 18 39 23 26 19
Social Networking Sites 8 6 17 25 11 8
Most Used Source of
Information Globally
Articles in
newspapers
11 of 18
Countries
Television
news
coverage
5 of 18
Countries
Articles in
business
magazines
2 of 18
Countries
C1. From which of the following
sources do you get information about
companies on a regular basis?
35-64 Opinion Elites (18 Countries)
Great variety among
countries’ use of social media
2008 Trust Barometer | 25
Three Global News Sources – CNN, BBC, Google
Are Referenced in Nearly Every European Country
Top 10
specified
media
sources
across all
channels
Global UK Germany France Italy Spain Netherlands Sweden Ireland Russia Poland US
Top 10
specified
media
sources
across all
channels
CNN
(25%)
BBC
(83%)
Der Spiegel
(39%)
Le Monde
(40%)
RAI
(54%)
El Pais
(33%)
De Telegraaf
(40%)
SVT
(63%)
RTE
(69%)
RTR
(25%)
Gazeta Wyborcza
(22%)
CNN
(54%)
BBC
(17%)
CNN
(25%)
FAZ
(Frankfurter
Allgemeine
Zeitung)
(26%)
LCI
(La Chaine de
l'Information)
(33%)
Il Sole 24 Ore
(41%)
Antena 3
(32%)
De Volkskrant
(37%)
Dagens Nyheter
(53%)
Irish Times
(47%)
CNN
(25%)
Rzeczpos-polita
(16%)
MSNBC
26%)
(9%)
SKY News
(20%)
NTV
(23%)
Les Echos
(28%)
Corriere della
Sera
(33%)
El Mundo
(27%)
RTL
(33%)
Dagens Industri
(37%)
Irish Independent
(37%)
NTV
(24%)
TVP
(15%)
Fox News
(25%)
CCTVFinancial Times
(13%)
ARD
(19%)
Le Nouvel
Observateur
(19%)
La Repubblica
(23%)
CNN
(21%)
CNN
(25%)
BBC
(15%)
BBC
(33%)
BBC
(23%)
Polsat
(15%)
CNBC
(22%)
CNBCGoogle
(10%)
CNN
(17%)
Le Figaro
(15%)
CNN
(8%)
TVE1
(20%)
(17%)
CNN
(11%)
SKY News
(22%)
Argumenty i Fakty
(22%)
TVN/TVN24/TVN
Business
(14%)
WSJ
(19%)
CBCTime Magazine
(8%)
Die Welt
(12%)
RTL
(15%)
Affari Italiani
(7%)
Telecinco
(16%)
BBC
(12%)
Affars Varlden
(5%)
(12%)
Izvestia
(17%)
(11%)
NYT
(13%)
MSNBC
The Sunday
Times
(8%)
RTL
(11%)
CNN
(11%)
BBC
(7%)
Expansion Directo
(11%)
Vrij Nederland
(7%)
Financial Times
(4%)
CNN
(10%)
Itogi
(13%)
Polish Television
Channel One/Two
(9%)
ABC
(11%)
Fox NewsBloomberg
(7%)
Financial Times
(10%)
La Tribune
(8%)
(7%)
BBC
(10%)
Beleggers
Belangen
(7%)
(3%)
Financial Times
(4%)
(9%)
ONET.PL
(5%)
BBC
(10%)
BloombergThe Telegraph
(7%)
(9%)
BBC
(7%)
La Stampa
(5%)
Cinco Dias
(7%)
Financial Times
(5%)
Bloomberg
(3%)
Bloomberg
(3%)
Forbes
(5%)
RMF
(5%)
Bloomberg
(8%)
RTEThe Guardian
(6%)
BBC
(9%)
(6%)
MEDIASET
(3%)
The Economist
(7%)
Business Today
(5%)
SR (Sveriges
Radio)
(3%)
The Economist
(3%)
Business Week
(5%)
Polish Radio
Station
Programme
One/Two/ Three
(4%)
(7%)
OE8a. Thinking about these sources as well as other newspapers, business magazines, TV news, Web sites and radio stations that you have access to, which specific news
sources do you rely on the MOST for information about companies? Please select up to three. 35-64 Opinion Elites
Note: The Financial Times is clearly a regional – not global – brand
2008 Trust Barometer | 26
Canada
USA
Mexico
Brazil
Sweden
Ireland
UK
Russia
Poland
Netherlands
Germany
Italy
China
India
South Korea
C2-C16. In general, how credible do you
feel each of the following sources is for
information about a company? If you have
not heard of the source, just say so. Is
information about a company that you get
from (INSERT FIRST) extremely credible,
very credible, somewhat credible, or not
credible at all? (18 Countries)
1) Business magazines
2) Analyst reports
3) Radio news coverage
1) Analyst reports
2) Free content encyclopedia
3) Business magazines
1) Business magazines
2) Friend/peers
3) Newspapers
1) Business magazines
1) Analyst reports
3) Friend/peers
1) Analyst reports
2) Business Magazines
2) Company communications
1) TV news coverage
2) Radio new coverage
3) Analyst reports
1) Business magazines
2) TV news coverage
3) Analyst reports
3) Radio news coverage
1) Business magazines
2) Analyst reports
2) Friends/peers
1) Radio
1) Analyst reports
2) Business magazines
1) Business magazines
2) Analyst reports
2) Radio news coverage
1) Analyst reports
2) Radio news coverage
3) Business magazines
1) TV news coverage
2) Friend/peers
3) Radio news coverage
1) Business magazines
1) Analyst reports
3) TV news coverage
1) Business magazines
2) Newspapers
3) Analyst reports
Credibility of Sources: Mainstream Media,
Especially Business Magazines Most Credible
France
Spain
Japan
1) Business magazines
1) Analyst reports
3) Friends/peers
1) Analyst reports
2) Business magazines
3=) Conversations with friend/peers
3=) TV talk shows
1) Business magazines
1) Analyst reports
3) Newspapers
1) Newspapers
2) Analyst reports
3) TV news coverage
2008 Trust Barometer | 27
7%
7%
9%
9%
15%
15%
17%
21%
25%
29%
37%
46%
47%
53%
66%
0% 10% 20% 30% 40% 50% 60% 70%
Corporate or Product Advertising
Weblogs or Blogs
Web-Based Video Sharing Sites
Social Networking Sites
Television Talk Shows
A Company's Own Website
Online Forums
Communications Issued by Companies
Free Content Encyclopedia
Newspaper Articles
Television News Coverage
Conversations with Friends and Peers
Articles in Business Magazines
News Coverage on the Radio
Stock or Industry Analyst Reports 58
49
57
47
45
46
34
34
27
26
28
17
14
15
12
C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have not
heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely
credible, very credible, somewhat credible, or not credible at all?
35-64 Opinion Elites
58
47
60
45
43
46
41
29
23
23
33
14
15
17
16
* Statistically significant change since 2007.
The credibility of
“Conversations with
friends and peers,”
analyst reports and
radio significantly
increased in the UK
in 2008
Media Credibility: Analyst Reports and Radio
Coverage are Particularly Strong in the UK
2008 Trust Barometer | 28
8%
10%
12%
9%
13%
19%
25%
25%
29%
36%
45%
37%
42%
53%
49%
% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Web-based Video Sharing Sites
Blogs
Social Networking Sites
Corporate or Product Advertising
A Company’s Own Web Site
Television Talk Shows
Communications Issued by Companies
Online Forums
Free Content Encyclopedias
Television News Coverage
News Coverage on the Radio
Articles in Newspapers
Conversations with Your Friends and Peers
Stock or Industry Analyst Reports
Articles in Business Magazines
C2-C16. In general, how credible do you feel each of the following sources is for information about a company? If you have
not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely
credible, very credible, somewhat credible, or not credible at all?
25-64 Opinion Elites (UK/France/Germany)
* Statistically higher than comparable age group at the 95% confidence level.
Credibility of Sources for Information on Companies
Legend
25-34 Year Elites
35-64 Year Elites
66%
59%
57%
49%
41%
47%
33%
31%
29%
25%
20%
17%
35-64 25-34
16%
46%
20%
*
*
*
*
*
*
*
*
*
*
*
Younger European Elites Consider Every
Source of Information More Credible
2008 Trust Barometer | 29
Spokespeople:Person Like Yourself and Experts
Continue as Most Credible Spokespeople
(18 Country Data 35-64)
2008 Trust Barometer | 30
5%
8%
27%
31%
37%
47%
48%
51%
51%
53%
0% 10% 20% 30% 40% 50% 60%
Blogger
Entertainer/Athlete
CEO of a Company
Government Official
or Regulator
Regular Employee of
a Company
Academic
NGO Representative
Doctor or Healthcare
Specialist
Person Like Yourself
Financial or Industry
Analyst 55
59
53
50
52
37
32
30
11
13
C18-C27. In general, when forming an opinion of a company, if you heard information about a company from [INSERT PERSON], how
credible would the information be? If you have not heard of this kind of person, just say so. Would the person be extremely
credible, very credible, somewhat credible, or not credible at all?
25-64 Opinion Elites * Statistically significant change since 2007.
56
60
53
50
54
43
20
23
13
12
* Statistically significant change since 2007.
*
*
*
Person Like Yourself & Experts Continue to be
Most Credible
2008 Trust Barometer | 31
7%
10%
21%
23%
30%
42%
41%
45%
45%
48%
% 10% 20% 30% 40% 50% 60% 70% 80%
Entertainer/Athlete
Blogger
Government Official or Regulator
CEO of a Company
Regular Employee of a Company
Non-Profit Organization or NGO …
Academic
Doctor or Healthcare Specialist
Financial or Industry Analyst
A Person Like Yourself
Younger European Elites Listen to a Wider Range of
Spokespeople
C18-C27. In general, when forming an opinion of a company, if you heard information about a company from [INSERT PERSON], how
credible would the information be? If you have not heard of this kind of person, just say so. Would the person be extremely
credible, very credible, somewhat credible, or not credible at all?
25-64 Opinion Elites (UK/France/Germany)
* Statistically higher than comparable age group at the 95% confidence level.
*
*UK/France/Germany
25-34 Year Elites
35-64 Year Elites
35-64 25-34
*
*
*
*
59%
57%
54%
52%
48%
46%
30%
29%
19%
17%
2008 Trust Barometer | 32
4%
6%
17%
18%
23%
31%
45%
59%
0% 10% 20% 30% 40% 50% 60%
Is the same religion as you
Is the same gender as you
Is the same age as you
Is from you local community
Is the same nationality as you
Is the same profession as you
Holds similar political beliefs to you
Shares common interests with you
Ranking of Characteristics Increasing Trust in Someone Sharing Information About a Company
C29. All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone
sharing information about a company? Are you MOST likely to trust the person if he/she …
35-64 Opinion Elites (EU Countries)
““A Person Like Me” Defined More By Common Interests
Than By Shared Demographics or Religion
Political Beliefs: ↑ ITA , GER, FRA; ↓ ESP Profession: ↓ UK, GER, ITA, RUS, NLD
57
42
32
15
22
14
5
6
61
54
23
23
24
19
7
14
2008 Trust Barometer | 33
Why Trust Matters:Elites Will Act Positively Based On Trust
Or Negatively Based on Distrust In
Companies
(18 Country Data 35-64)
2008 Trust Barometer | 34
100% -80% -60% -40% -20% 0%
Positive action employed as
frequently as negative
D1/D6. When you think of companies that you (trust vs. do not trust), how likely are you to take each of the following actions in relation to those companies?
35-64 Opinion Elites (UK)
Negative Positive
81%
Both Trust and Distrust Drive Actions -
Positive or Negative
77%
58%
80%
33%
36%
18%
Distrust Company Trust Company
25%
29%
51%
54%
86%
89%
0% 20% 40% 60% 80% 100%
N/A
Buy/Do not buy their products or services
Share your opinions with others
Support/Oppose plans to locate in your
community
Choose/Refuse to invest in them
Share your experiences online
Write a letter or email to media, politician
or official third party
Actively demonstrate against them
2008 Trust Barometer | 35
Information is Shared Most With Friends and Families;
Influence Extends to Professional Peers and Co-Workers
C30. With whom do you frequently share opinions about companies?
35-64 Opinion Elites
With Whom Do You Frequently Share Information About Companies?
1%
1%
9%
15%
17%
22%
33%
43%
61%
65%
75%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80%
No One
Anyone Else
People You Know Through Religious …
People You Know Through Online Forums
People You Know Through Political …
People You Know Through Volunteer Work
People You Know Through Schools
People in Your Community
Coworkers
People in Your Professional Network
Family
Friends 79
83
56
57
43
30
25
20
16
20
1
0
75
68
62
63
33
27
18
16
12
7
2
1
2008 Trust Barometer | 36
Younger European Opinion Elites Are More Likely To Talk
Online About Companies They Do and Do Not Trust
30%
51%
0%
D6/11. When you think of companies that you trust/do
not trust, how likely are you to take each of the
following actions in relation to those companies?
Would you say that you are very unlikely, somewhat
unlikely, somewhat likely or very likely to do each of
the following?
25-64 Opinion Elites (UK/France/Germany)* Statistically higher than comparable age group at the 95% confidence level.
*
*
Trusted
Companies
Distrusted Companies
Share your opinion and
experiences on the web
Share your opinion and
experiences on the web 32%
43%
0%
UK/France/Germany
25-34 Year Elites
35-64 Year Elites
*
2008 Trust Barometer | 37
Four Drivers of Trust GloballyCustomer, Corporate Reputation, Leadership,
Local Familiarity
(18 Country Data 35-64)
2008 Trust Barometer | 38
94%
91%
82%
89%
79%
67%
71%
63%
59%
57%
49%
41%
% 20% 40% 60% 80% 100%
Quality of products and services
Customer service
Value for money of products and services
Company’s overall reputation
Social and environmental track record
Reputation as a place to work
Financial performance
Industry sector
Respected CEO or leader
Someone you trust works for the company
The company’s presence in your area
Headquarters nationality
B1. When you think of individual companies that you trust, how important are each of the following factors to building your trust
in that company? Please use a nine-point scale where one means "it is not at all important" and nine means "it is extremely
important.“
35-64 Opinion Elites (UK)
Social/environmental track record and reputation as a place to work
are more influential than financial performance or the CEO
Customers
Corporate
Reputation
Leadership
Local
Familiarity
The Four Drivers of Business Trust
Financial performance matters less
in the EU than in other regions
2008 Trust Barometer | 39
17%
24%
25%
41%
48%
55%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Markets its products in your area
Takes a leadership role in issues relevant to your community
Makes charitable contributions in your community
Doesn’t push out the local competition
Practices sound environmental policies
Respects local customs and traditions
Creates jobs in your area
B2. Which of the following actions do you believe are most important for a global company seeking to build its local reputation in your area?
Please select THREE of the following. The company…
35-64 Opinion Elites
Every region rates job creation first.
Important Factors for Building Local Reputation
Job Creation is the Most Important Driver of
Local Reputation
75
44
61
35
21
22
23
63
47
47
37
29
31
21
2008 Trust Barometer | 40
The Evolving Trust Landscape - Implications
Business has a historic opportunity for trust leadership
• Take on broader social challenges as part of the corporate remit
• Business is moving closer to the center of trust, as “making money” and “doing good”
become compatible trust imperatives
• In conjunction with NGOs
Recognize “Info-ential Generation” of Young Opinion Elites
• Positively inclined towards business
• Listening to more voices
• Constantly reviewing the scene, demanding immediacy and transparency
2008 Trust Barometer | 41
The Evolving Trust Landscape - Implications
Use both top down mainstream information sources, along with
peer-to-peer communications to engage with opinion elites
• Media attitudes and behaviors remain local, not global – continue to respect
differences across markets
• Reach younger elites are by communicating across multiple platforms, including more
social media and inviting participation
• Use different types of spokespeople -- a “person like yourself,” employees AND
expert individuals (doctors, academics and industry analysts)
Engage influential TrustHolders in conversation to motivate positive
actions, and minimize negative responses
• Recognize that two-thirds of opinion elites represent your most influential and
activated trust audiences – Social Networkers and Social Activists
• Encourage conversation, rather than just playing defense on crisis management
2008 Trust Barometer | 42
Questions?