WHO DO WE TRUST?
Robert PhillipsPresident & CEO Edelman EMEAEdelman
TEN YEARS OF TRUST DATA
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Rising Influence of
NGOs
Fall of the celebrity
CEO
Earned media more
credible than
advertising
U.S. companies in Europe suffer trust discount
Trust shifts from
“authorities” to peers
“A personlike me”
emerges as credible
spokesperson
Business more trusted than government and media
Young influencers have more
trust in business
Business must partner
with government
to regain trust
Trust is now an
essential line of
business
Trust protects reputation
When a companyis distrusted
When a companyis trusted
25%
57%will believenegative information
after hearing it 1-2 times 51
%will believe positive information after hearing it 1-2
times
will believe positive
information after hearing it 1-2 times
15%
will believe negative
information after hearing it 1-2 times
TRUST PROTECTS REPUTATION
celebrate complexity
TRUST IN GOVERNMENT IS HIGHER IN RUSSIA & CHINA THAN US & UK
70%
60%
50%
40% 37%
46%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
90%
80%
30%
20%
72%
39%
TRUST IN INSTITUTIONS
70%
60%
50%
40%
MEDIA
BUSINESS
2008 2009 2010 2011
90%
80%
30%
20%
NGOs
GOVERNMENT40%
46%
30%
43%
27%
38%31%
46% 36%
59% 54%46%
63%
45%
63%55%
“Here is the fact of the age. People believe nothing. They believe everything is spin and
lies. When people believe nothing, they believe anything”
Peggy Noonan
SHARED VALUESPAYS DIVIDENDS
70%
60%
50%
40%
56%
2009 2010 2011
53%
45%
58%
65%
55%
65% 69%
61%
ENERGY COMPANYFOOD & BEVERAGECOMPANY
RETAIL COMPANY
Profit Needs Purpose
NGOS ARE TRUSTED70%
60%
50%
40%
48%
36%31%
52%
59%
54%
53%53%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
SIX MACRO TRENDS1. Shift from Shareholder to a Stakeholder
Society2. The oscillating fortunes of Governments3. The continued rise of Civil Society &
Citizenship4.The continued dispersion of authority5.Transparency & Accountability6.The convergence of everything
celebrate complexity
MEANINGFUL.CONTINUOUS.PARTICIPATION.
employee welfareTRUST
trans
pare
ncy
qual
ityHIGH QUALITYproducts or services
transparent & HONEST business practicesA COMPANY I CAN TRUST
Treats employees well
Communicates FREQUENTLY & HONESTLY on state of its
business
prices its brands fairly & competitively
GOOD CORPORATE CITIZEN
inno
vato
r of
new
prod
ucts
, se
rvice
s &
idea
s
HIGHLY-REGARDED & widely ADMIRED top leadership
Delivers consistent financial returns to investors
TRUS
T
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