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(ADD LOGO) Trust Barometer 2006
February 2007
The Third Annual Japan Opinion Leaders Study
2007, Edelman Japan: no copying or distribution without express prior written permission.
8/8/2019 Tokyo 2007 Edelman Japan Trust Barometer
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2007, Edelman Japan: no copying or distribution without express prior written permission.
About the Study
The Edelman Trust Barometer tracks the attitudes of opinion leadersaround the world which institutions, companies, and sources ofinformation they trust, as well as what drives that trust.
The eighth annual survey (third annual in Japan) was conductedthrough 30-minute telephone interviews with 3,100 opinion leaders in18 countries (Japan, South Korea, China, US, Canada, UK,Germany, France, Italy, Spain, the Netherlands, Sweden, Poland,Russia, Ireland, India, Mexico, and Brazil).
150 Japanese stakeholder interviews were conducted from Octoberto November 2006 by StrategyOne (a research consultancy ownedby Daniel J Edelman, Inc.).
Opinion leaders are defined as being between 35-64 years of age,university graduates with annual household incomes within the topquartile of the population, and reporting a significant interest andengagement in the media, economic affairs, and policy issues.
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2007, Edelman Japan: no copying or distribution without express prior written permission.
31% 31%
43% 42%41% 41%
66%
40%
53%
41%
52%55%
0%
10%
20%
30%40%
50%
60%
70%
Government
in general
Media in
general
Business in
general
NGOs in
general
2005
2006
2007
Trust in Institutions How much do you trust each of the following institutions
to do what is right?
Increased trust in government and NGOs in Japan
Japanese respondents: n = 150
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Trust in Industry Sectors How much do you trust businesses in each of the
following industry sectors to do what is right?
Japanese respondents: n = 150
37%
39%
42%
58%
60%
65%
68%
72%
73%
74%
75%
76%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Media
Insurance
Entertainment
Banks
Health care
Professional services
(e.g. lawyers, consultants)
Consumer packaged goods
manufacturers
Telecommunications
Biotech/life sciences
Energy
Retail
Automotive
Technology
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Trust in Japanese Companies How much do you trust global companies headquartered
in Japan to do what is right?
Respondent Countries
Decreased trust from the West
Increased trust from Asia
16%
30% 30%
91% 91%85%
80%79%
24%
40%
46%
84%82%
78%
65%67%
0%
20%
40%
60%
80%
100%
China India South
Korea
Japan Germany UK US France
20062007
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Trust in Foreign Companies How much do you trust global companies headquartered
in the following countries to do what is right?(Japanese respondents only)
21%24% 25%26%
35%40%
46%49%50%
63% 65%67%68%
70%74% 78%
82% 84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
RussiaCh
inaM
exico
BrazilPo
landIndia
SouthKo
reaSp
ainIre
landItaly USFr
ance
Netherlands
Canada
Sweden UK
Germ
anyJa
pan
Headquarter Country
Japanese respondents: n=150
Japanese have the highest trust in their own companies;
the Netherlands and Sweden are the only other countries
that have over 80% trust in their own companies
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Importance of Trust Do you believe that global companies have more of
a positive or more of a negative impact on society?
2% 3% 4% 5%12%
11% 10%
17%14% 10%
32%25%
72% 76%
54% 53%
0%
20%
40%
60%
80%
100%
Japan China EU US
More positive
More negative
Neither
Don't know
Japanese respondents: n = 150
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Basis for Trust Which would make you trust a global company more?
2% 2% 3% 5%8% 7% 9% 9%
31% 25%
62% 56%
59%66%
26% 30%
0%
20%
40%
60%
80%
100%
Japan China EU US
A strong global brand
A strong local presence
Neither
Dont know
Japanese respondents: n = 150
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Role of Global Businesses Do you believe global businesses play a role that no other institutions
can in addressing major social and environmental challenges?
Responses are for strongly agree and somewhat agree
Japanese respondents: n = 150
86%
72% 70%
57%
0%
20%
40%
60%
80%
100%
Japan US China EU
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Using & Sharing Information
Responses are for strongly agree and somewhat agree
53%
70%
70%
74%
77%
84%
92%
0% 20% 40% 60% 80% 100%
I generally distrust information that
companies share about themselves
It's hard to evaluate companies because
there's so much conflicting information
I frequently share my opinions aboutcompanies with others
I only trust a company's information
once I verify it for myself
I look to people I trust to help form my
opinions about companies
Companies need to do a better job of
listening to people like me
I generally believe that companies are held
accountable by public opinion
Japanese respondents: n = 150
Japan leads among all
countries polled
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Trust in Media Sources How credible do you feel each of the following
sources is for information about a company?
Answers are for extremely credible and very credibleJapanese respondents: n = 150
16%
15%
14%
20%
28%
37%
47%
55%
39%
35%
37%
12%
13%
18%
23%
40%
41%
49%
50%
52%
55%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Weblogs or blogs
Entertainment, such as movies andtelevision programs
Corporate or product advertising
A company's own website
Communications issued by companies (press
releases, annual reports, and newsletters
Conversations with your friends and peers
Stock or industry analyst reports
Articles in business magazines
News coverage on the radio
Television news coverage
Articles in newspapers
JapanUS
Rank order by Japan
Japan leads among the
US, EU, and China
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Trust in Spokespeople When forming an opinion about a company, if you heard
information about the company from the below spokespeople,how credible would the information be?
Answers are for extremely credible and very credibleJapanese respondents: n = 150
10%16%
19%
22%
22%
25%
37%
38%
41%
44%
50%
56%72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
BloggerGovernment official or regulator
Public relations executive
Financial/Industry analyst
Regular employee of company
Entertainer/Athlete
CEO of a company
Academic
Lawyer
Non-profit organization or NGO representative
A person like yourself
Doctor or healthcare specialistThe CEO or leader of your company or employer
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Inside Out Communications Which are the three most important actions for a global
company seeking to build trust among its employees.
Japanese respondents: n = 150
4%
16%
16%
20%
25%
39%
39%
55%
61%
0% 10% 20% 30% 40% 50% 60% 70%
None of these
Providing information about career advancement
Communicating openly about layoffs
Having CEO be accessible to employees
Encouraging dialogue across different parts of the
business
Communicating the company's financial performance
Communicating the company's business strategy
Listening to employees
Demonstrating its corporate social responsibility
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2%
2%
3%
3%
4%
8%
14%
16%
48%
0% 10% 20% 30% 40% 50% 60%
Dialogue with all stakeholders
A familiar or well-known corporate brand
A visible CEO
Good employee and labor relations
Strong financial performance
Attentiveness to customer needs
Fair pricing for products and services
Socially responsible activities
Quality products and services
Building Blocks for Trust Which one of the following factors is most important
to building your trust in a global company?
Japanese respondents: n = 150
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Trust Influences Actions Have you ever taken any of the below actions in relation to a company you do not trust?
0%
2%
2%
2%
4%
5%6%
10%
15%
54%
0% 10% 20% 30% 40% 50% 60%
Pay a premium for their products or services
None of these
Forgive them for inferior quality or service
Work for them
Forgive them for occasional missteps
Don't knowDo business with them
Recommend them to others
Invest in them or buy their stock
Purchase their products or services
Trust in companies
directly affects
purchase behaviors
in Japan
If you consider a company to be socially responsible, which of the following are youmost inclined to do?
13%
20%
28%
29%
47%
52%
55%
63%
65%
81%
0% 20% 40% 60% 80% 100%
Actively demonstrated or protested against them
Shared your opinion and experiences on the Web
Investigated more about their activities
Written a letter or e-mail complaining to the media, apolitician, or an official third-party
Ignored their attempts to communicate with you
Refused to work for them
Supported legislation controlling or limiting their activities
Refused to invest in them
Criticized them to people you know
Refused to buy their products or use their services
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Drivers Destroying Trust Which three of the following situations would most
undermine your trust in a company?
Ranked by total
0%1%1%0%Other
1%0%0%1%None of these
13%15%24%13%Investigation by a regulatory agency
9%32%35%23%Excessively high CEO compensation
20%21%15%23%Large-scale layoffs
46%36%53%41%Accounting scandal
65%62%56%55%Unethical labor practices
63%46%55%68%Defective products/product liability
47%58%37%68%Environmental crisis caused by a company
CHINAEUUSJAPAN
The environment is a main concern; so are defective products.
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Important Issues to Address Which are the three most important issues that
global companies you trust should address?
Ranked by total
6%3%6%0%None of these
7%12%24%9%Immigration
18%8%15%12%Pandemic flu, e.g. bird flu
19%20%18%15%The AIDS epidemic
32%24%23%20%Natural disasters, such as hurricanes or earthquakes
45%61%57%48%Human rights
50%33%40%50%Security
53%60%40%57%Poverty alleviation
34%56%42%79%Global warming
CHINAEUUSJAPAN
Global warming is the main concern among Japanese opinion leaders
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Japan leads all polled countries in:
Believing that global businesses play a role that no other institutions can inaddressing major social and environmental challenges
Believing that companies are held accountable by public opinionChoosing corporate social responsibility as the most important action forglobal companies seeking to build trust among its employees
Being inclined to purchase products or services of companies deemedsocially responsible
Japan leads among world regions (the US, EU, and China) in:
Believing that their own companys CEO or leader is a credible source ofinformation about the company, and feeling that CEOs in general are credible
Believing that articles in newspapers are credible sources of informationabout a company
Responding that the most important factor in building trust for a globalcompany is quality products and services
Japan Leads The World
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Communications conclusions
The rise of Corporate Social Responsibility really matters in Japan;global companies are seen to have a unique responsibility for CSRand CSR is an important ingredient of corporate trust (especiallyamong company employees).
Compared to other countries, Japanese opinion-leaders tend to bemore trusting of corporate information and information communicatedthrough traditional sources of authority.
However, Japanese believe that their opinions are important toholding corporations responsible and more trust information from aperson like yourself than from CEO of a company.
Therefore, companies need to find the sweet spot between the oldpower of top-down vertical corporate monologue and the newcredibility of peer-to-peer horizontal dialogue with stakeholders (likeemployees and customers and NGOs).
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Communications conclusions
The perceived quality of a companys products and services is the toptrust-building factor in Japan, so communicating that reality is key.
Then standing behind those quality products and services especiallywhen something goes wrong is essential because Japanese aremore willing to reward companies they trust and punish companiesthat they do not trust.
Defective products and environmental crises are the two biggest trustdestroyers in a country where quality and concern for the environmentreign supreme (so the importance of having a modern crisiscommunications regime in place is abundantly clear).
This years data shows the rise of environmental issues; CSR is seenincreasingly through the prism of the environment and thus companiesmust be able to articulate alignment of their business practice withenvironmental imperatives (to be seen as sincere on CSR).
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(ADD LOGO) Trust Barometer 2006
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