Beruflich Dokumente
Kultur Dokumente
August 3, 2009
Overview
• Who are opinion leaders looking to for leadership to solve key societal issues–
business or government?
• What are the new expectations for business and its role in society?
•
January 2009
In U.S., trust in business was at lowest level, including post-Enron
50% 49%
48% 48%
Enron, the dot-com bust
and September 11
45% 44% 44%
41%
40% 40%
38% 38%
36%
36% 34% 36%
35% 35%
32%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009
3
July 2009
Trust in business stable to up
90%
+12
80% +11 75%
71%
70%
62% 60%
60%
20%
10%
0%
US UK France Germany India China
The 12-point increase in U.S. includes the younger sample of 25- to 34- year-olds,
whose overall trust in business increased 26 points in six months.
Informed publics ages 25 to 64; responses 6-9 only on 1-9 scale; 9 = highest
4
Trust in government stable to up
90%
+13
78%
80% +12 74% 72%
70%
60% 55%
50%
43% 42% 44% 44% 42%
40% 38% 38% 40%
40% 35% 34% 36%
30%
30% 26%
20%
10%
0%
US UK France Germany India China
The 12-point increase in U.S. includes the younger sample of 25- to 34- year-olds,
whose overall trust in government increased 24 points in six months.
Informed publics ages 25 to 64; responses 6-9 only on 1-9 scale; 9 = highest
5
Why? Tangible, quantifiable actions
Would you trust a company more or less if that company took this action?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6
July 2009
The state of trust in six countries
90%
80% 78%
75%
70%
70% 67%
60%
60% 55%53%
51% 51% 52% 50%
50% 48% 46%
42% 44% 44%
41%40% 39% 39%
40% 37% 38%
35%
30% 28%
20%
10%
0%
US UK France Germany India China
Informed publics ages 25 to 64; responses 6-9 only on 1-9 scale; 9=highest
7
January 2009
In U.S., trust in every industry had declined; banks and automotive led the way
How much you trust businesses in each of the following industries to do what is right?
100% -33
90%
-27
2008 2009 80%
80%
73% 73%
69%
70%
64%
62% 63%
60%
60% 58%
54% 54% 54%
49% 50% 49%
50%
44%
42% 42%
40%
40% 36%
33% 33%
31%
30% 25%
20%
10%
0%
Informed publics ages 35 to 64; responses 6-9 only on 1-9 scale; 9=highest
8
Technology most trusted industry in five of the six countries
How much do you trust businesses in each of the following industries to do what is right?
100%
Technology 93%
88%
90% #3 in France 86% 84%
80% 81% (66%)
80%
72% 71% 72%
69%
70%
62%
60% 56%
50%
40%
30%
20%
10%
0%
US UK France Germany India China
Informed publics ages 25 to 64; responses 6-9 only on 1-9 scale; 9 = highest
9
But We’re Still
in the Middle of the Game
Reputation of MNCs struggling in West
How would you describe the overall reputation of large global businesses?
Reputation
rated good
71% 69% 30% 29% 24% 13% or excellent
100% 2%
5% 5% 1%
12% 10% 12% Excellent
90%
23%
25% 24%
80%
24% Good
70%
19%
60%
18%
59% 24%
59%
Neither good
50%
28% nor bad
22%
40%
29%
30%
Fair
37%
12%
20% 17%
34% 34%
10%
24% Poor
17%
10% 10%
0% 1% 1%
India China US Germany France UK
Informed publics ages 25-64 in six countries; Responses Excellent, Good, Neither good nor bad, Fair, and Poor
11
Business is not doing enough to help solve economic crisis
100%
90%
60%
55%
50%
40%
40% 38%
33%
30%
20%
20%
9%
10%
Right Right
Too much amount Not enough Too much amount Not enough
0%
Informed publics ages 25-64 in six countries; responses Too much, The right amount and Not enough
12
“The social
responsibility
of business is
to increase its profits.”
Milton Friedman, 1970
Stakeholder, not shareholder, world
How important do you believe the interests of each of the following stakeholders
should be to a CEO’s business decisions?
100%
90%
80%
70%
70%
60% 58%
49%
50% 45%
40%
40%
30% 26%
20%
10%
0%
Customers Employees Investors Society Local Government
Communites*
* Communities where the business operates
Informed publics ages 25-64 in six countries
Extremely important responses only
14
“Hard and soft” measures needed to rebuild trust
Would trust a company more or less for taking each of the following actions?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15
Business expected to take on global issues
Manage business Ensure efficiency of Create solutions to Cooperate with Provide access to Create solutions to Promote free trade
operations to ensure business operations reduce energy costs government to help affordable healthcare minimize global
companies survive solve the global warming
global economic crisis economic crisis
16
But MNCs have not taken enough action
Have global businesses taken too much, the right amount, or not enough action on each of these things?
“NOT ENOUGH”
In U.S.: 62% In U.S.: 68%
71% 70% In U.S.: 65%
64%
In U.S.: 55%
In U.S.: 57%
55% In U.S.: 56%
52%
49%
Create solutions to Create solutions to Provide access to Cooperate with Manage their business Ensure efficiency of
minimize global reduce energy costs affordable healthcare government to help operations to ensure business operations
warming solve the global that their companies
economic crisis survive the global
economic crisis
Have you taken any of the following actions in relation to product or service brands that you use?
19
Quality, reliability, and past personal experiences most important factors in determining how
much one trusts a product or service brand
How important are each of the following factors in determining how much you trust a product or service brand?
Quality 96%
Reliability 94%
Past personal experiences 94%
Safety 90%
Value 88%
Company reputation 83%
Innovation 81%
Recommendation from friends or family 79%
Recommendation from a person like you 75%
Association with a good cause 68%
Recommendation from an expert 67%
Financial performance 59%
Positive media coverage 57%
Advertisements 42%
Endorsement by a public figure 39%
Endorsement by a celebrity 22%
Informed publics ages 25 to 64; responses 6-9 only on 1-9 scale; 9 = highest
20
Study conclusions
• Trust has either stabilized or risen, but we’re only in the middle
of the game
The 2009 Midyear Edelman Trust Survey was produced by research firm StrategyOne.
Methodology: The survey consisted of 15-minute telephone interviews from May 26 to July 3, 2009.
The survey sampled 1,675 informed publics in two age groups (25-34 and 35-64) in six countries:
U.S., U.K., France, Germany, China, and India. The respondents were college-educated, in the top
25% of household income per age group in each country, and reported significant media
consumption and engagement in business news and public policy.
U.S.: N= 500 (ages 25-34: n=100; ages 35-64 n=400)
China: N=375 (ages 25-34: n=75; ages 35-64 n=300)
U.K., France, Germany, India (per country): N=200 (ages 25-34: n=50; ages 35-64 n=150)
For more information on the Edelman Trust Barometer and to view past results, please visit
www.edelman.com/trust.
.
2009 Special Midyear Trust Survey
August 3, 2009