2011 Edelman Trust Barometer

London, 25th January 2011

 Trust 2011

Richard Edelman Mark Thompson George Parker Michael Cohrs

BBC FT

#trust2011
 Eleven years of data
2011

2010 Trust is now an essential line of business

2009 Business must partner with government to regain trust

2008 Young influencers have more trust in business

2007 Business more trusted than government and media

2006 “A person like me” emerges as credible spokesperson

2005 Trust shifts from “authorities” to peers

2004 U.S. companies in Europe suffer trust discount

2003 Earned media more credible than advertising

2002 Fall of the celebrity CEO

2001 Rising Influence of NGOs

3
 Last year‘s executive summary

• Trust is fragile
• Rise in trust in business driven by Western economies
• Trust in government is largely stable; Russia and US move in
opposite directions
• Trust, transparency and frequent communications are key
drivers of corporate reputation
• Expert voices of academics and analysts are most trusted
Edelman Trust Barometer at a glance
Eleventh annual study

5,075 people in 23 countries on five continents

Ages 25 to 64

College-educated

In top 25% of household income per age group

in each country

Report significant media consumption and engagement

in business news and public policy

5
 Transformation of Trust

State of Trust
Business & SocietyBusiness andto Trust
Roadmap Roadmap to Trust
Shifting center Trust in the Media Why Trust Matters
of gravity
Toward shared valueSociety
A new way forward A new way forward
Toward shared value
State of Trust
Shifting center
of gravity
 Globally, trust increases slightly in all institutions
Trust in Institutions – Global

2010 2011
100%

90%
+4 +2
80%
+5 +4
70%
61%
60% 57% 56%
54%
52%
49%
50% 47%
45%

40%

30%

20%

10%

0%
NGOs Business Government Media

A7-10. [Institutions 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. On 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, how
much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

8
 Emerging markets dominate as ―business trusters‖
U.S. drops to within 5 points of Russia
Trust in Business – Top 10 Countries by GDP
2010 2011

Trusters Neutral Distrusters

100%

90% +19
81%
80%
70%
-8
70% 67%
64%
+12
62%
59%
62% 61% +12
60% 57%
53% 54%
52%
48% 49% 44%
50% 46%
40% 42% 41%
40% 36%

30%

20%

10%

0%
Brazil India Italy China Japan Germany France US UK Russia

A9. [Business in general 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. On 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, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64

9
 US shifts from a financial crisis to a crisis of trust

Trust in Institutions – U.S.

Informed Publics ages 25-64

Business Government Media NGOs

80%

70%
63%
63%
60% 59%
Worldwide 54%
Financial Crisis 55%

50%
45% 46%
46% 46%
43%
40% 36% 40%
38%
31%
30%
30% 27%

20%
2008 2009 2010 2011

A7-10. [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.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.

10
 Governments distrusted in most of Europe,
except Netherlands and Sweden
2010 2011 Trust in Government (2010 – 2011)

Trusters Distrusters (< 50%)

100% +15
90%

80% 75% 75%

68%
70% 64% -6
60% +11 - 10
60%
53%
49%
50% 43% 45% 46%
43% 43% 42% 43%
38% 40% 38% 39%
40% 36% 36%
33%
31%
28%
30%
20%
20%

10%

0%

A7. [Government in general 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. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the US, EU countries, Russia and BRIC
11
 Increased trust in media driven by China, Brazil and Japan
Anglo-American trust lowest globally

Trust in Media – Top 10 countries by GDP

2010 2011

Trusters Neutral Distrusters

100% +17
90% +19
80%
80%
73%
70%
63%
+12
58%
60% 54% - 11
50% 48%
-9
50% 45% 45%
38% 39% 37% 37% 37% 38%
40% 36% 36%
31%
30% 27%
22%
20%

10%

0%
China Brazil India Japan France Italy Germany Russia US UK

A8. [Media in general 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. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64

12
 NGO trust in emerging markets caught up to developed markets

Trust in NGOs
Informed Publics ages 35-64

US UK/FR/GER India China

70%

65%

60%
59%
55%
55%
53%
52% 53%
50%

48%
45%

40%

36%
35%

31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

A10. [Non-governmental organizations 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. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China

13
 Trust Index: Developed markets at bottom
U.S. drops, Brazil rises in composite scoring
2008 2011

Global ― Global 55
Mexico 69 Brazil 80
China 62 China 73
India 60 Mexico 69
US 53 India 56
Japan 50 Canada 55
S. Korea 50 S. Korea 53
Canada 48 Japan 51
Brazil 48 France 50
France 44 Germany 44
UK 43 US 42
Germany 36 UK 40
Russia 36 Russia 40

Composite score is an average of a country‘s trust in all four institutions

Ages 25-64

14
 Technology firmly on top; automotive rallies
Finance sector at bottom
Trust in Industries – Global
Technology 81% 73%

Automotive 69% 53%

Telecommunications 68% 52%

Food and beverage 66% 67%

Biotech 65% 44%

Retail 65% 56%

Entertainment 63% 59%

Pharmaceuticals 63% 50%

Energy 62% 34%

Consumer packaged goods 59% 42%
OTC personal health care products 57% 50%
Brewing and spirits 57% 53%
Media 54% 21%
Insurance 52% 23%
Banks 51%
16%
Financial services 50%
20%

A30-45. [TRACKING] 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 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) Informed publics ages 25-64 in 23 countries and UK

15
 Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan, Brazil
Trust in Banks
+12
2008 2011
100%
90% +10 +21 - 46
90% 87%
83%
80%
78% - 10
71% 71%
70%
69% +12 - 21
61%
- 30
60% 54%
52%
50%
48%
44% 44% 46% - 20
40%
40%

30% 25% 26%

23%
20% 16%

10% 6%

0%
China India Japan Brazil France Russia US Germany UK Ireland*

2010-2011 Drops: -8 -9 -22

*Note: Data for 2009/ 2011 displayed
A30-45. [Banks TRACKING] 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 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) Informed publics ages 25-64

16
Business & Society
Toward shared value
 What matters for corporate reputation:
Quality, transparency, trust, employee welfare
Reputation Factors – Global

Offers high quality products or services 69% 70%

Has transparent and honest business practices 65% 72%

Is a company I can trust 65% 75%

Treats employees well 63% 69%

Communicates frequently and honestly on the state of its business 55% 62%

Prices its brands fairly and competitively 55% 49%

Is a good corporate citizen 51% 46%

Is an innovator of new products, services or ideas 46% 33%

Has highly-regarded and widely admired top leadership 39% 36%

Delivers consistent financial returns to investors 39% 30%

B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in 23 countries and UK

18
 UK has high expectations for business to
invest in society‘s interests

Believe corporations need to create shareholder value in a way that aligns with
society’s interests, even if that means sacrificing shareholder value
100%
91% 89% 89% 89%
90% 85% 85% 85%
82% 81% 81% 80%
79% 78% 78%
80% 74% 73% 72%
71% 71%
70% 67%
63% 62%
60% 55%

50%

40%

30%

20%

10%

0%

G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society‘s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 Countries

19
 And government must step in to ensure
business behaves responsibly
Believe that government needs to regulate corporations’ activities
to ensure that they are behaving in a responsible manner
100%

90%
82% 82%
80% 74% 73%
70% 69%
70% 67% 66%
63% 63% 62% 61% 61%
58% 57% 56%
60%
53% 53%
50% 49%
48%
50% 44% 42%
40%

30%

20%

10%

0%

G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations‘ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 Countries

20
Roadmap to Trust
A new way forward
 Credentials count
CEOs recover most in 2 years as all ―authority figures‖ now more credible
Credible Spokespeople – Global
2009 2011
100%

90% +8
80%
70% +4 +19
70% 64% +6 +14 -4
62%
60%
53% +2
49% 50%
50% 47% 47%
41% 43% 43%
40% 34%
31% 32%
29%
30%

20%

10%
N/A
0%
An academic Technical A financial or CEO NGO Government Person like Regular
or expert expert within industry representative official yourself employee
the company analyst

D104-111. [TRACKING] Now I‘m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

22
 UK CEOS more trusted than employees post crisis

%
UK Trust in CEOs vs Regular Employees
40
37%
35% 35%
35 33%
32% 32%

30 29%
28%
27% 27% 27%
26%
25 24%
23% 23%

20%
20 19%

16%
15

10

0
2003 2004 2005 2006 2007 2008 2009 2010 2011

D104-111. [TRACKING] Now I‘m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in UK about CEOs
 CEOs and ―person like me‖ swap spots
In 2011, CEOs in top tier

Credible Spokespeople – Global

2009 2011
An academic or expert 70%
Academic/expert 62%

Technical expert within the

64%
company
Financial/industry analyst 49%

A financial or industry analyst 53%

Person like yourself 47%
CEO 50%

NGO representative 41%

NGO representative 47%

Regular employee 32%

Government official 43%

CEO 31% Person like yourself 43%

Government official 29% Regular employee 34%

D104-111. [TRACKING] Now I‘m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

24
 In crisis situations, people want to hear from credible and expert voices
Though CEO must lead the charge

Trusted spokesperson Preferred spokesperson Preferred spokesperson when the

during a company crisis during a product recall local community has been damaged

50% 50%
50%

40% 40% 37% 38%

40%

29% 30%
30% 30%
30%
25%

20% 18% 20%

15% 20% 17% 18%
13%
12%
11% 12%
10% 8% 10%
10%
4% 4% 4% 4%

0% 0%
0%

D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information
about that crisis. Informed Publics ages 25-64 in 23 countries
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages
25-64 in 23 countries
D102. Keeping the same list of people in mind, when a company‘s actions have damaged the local community where it operates, which one person do you want to hear information from
about that damage? Informed Publics ages 25-64 in 23 countries

25
Trust in the Media
 Search engines first source people go for news about a company
Online news, including traditional outlets, second stop

Where Informed Publics go for company news and information

First Source Second Source Are these the same types of sources
you consult first for information
about a business crisis?
Online search engine 29% Online news sources 23%

Print
Online news sources 19% (newspapers/magazines)
17%
No,
Print 12%
(newspapers/magazines)
15% Online search engine 16%

Broadcast (radio/TV) 12% Broadcast (radio/TV) 14%

Yes,
88%
Company website 11% Company website 11%

Friends and family 7% Friends and family 10%

Social media 5% Social media 7%

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%

(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which
one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second
when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you
consult first for information about a business crisis? Informed Publics ages 25-64 in 23 countries

27
 Strong media brands rise to the top

Most relied on source for company information (unaided)

U.S. U.K. China Brazil

Information Sources Information Sources Information Sources Information Sources

1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 11%

2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Yahoo 10%

3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Globo 10%

4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. Correio Braziliense 9%

5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. O Globo 7%

6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. Estadao.com 5%

7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. JB 4%

8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Brazilian 3%

9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. Folha de São Paulo 3%

10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. Terra 3%

I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Brazil

28
 Globally, traditional media and search engines most trusted sources

Trusted Information Sources

Newspapers 86% 84%

Traditional
Magazines or business magazines 85% 85%

Radio or radio news 83% 92%

Television or television news 81% 91%

Online search engines 83%

sources
Multiple
85%

Online
News/RSS feeds 73% 83%

Blogs 52% 32%

Social Media
Content-sharing sites, such as YouTube 49%
33%

Social networking sites 47%

31%

Microblogging sites, such as Twitter 42%

30%

Corporate
Corporate communications such as press releases 71%
67%

Corporate/product advertising 57%

51%

H125-136. Now I‘m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal and Somewhat) Informed Publics ages 25-64 in 23
countries and UK

29
 Informed publics need information from multiple sources, multiple voices
And need to hear it 3-5 times to believe
Global
Don’t
Ten or more
know, 2% Once (1), 4%
times (10+), 6%
Six to Nine
times (6-9), 8%
Twice (2), 22%

Four or Five
times (4 - 5), 26%
3-5 times
59%

Three times (3), 33%

H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do
you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in 23 countries

30
 In UK and U.S. skepticism mounts
Number who need to hear information 3+ and 10+ times increases

U.K. in 2011
Once Twice 3 times 4-5 times 6-9 10+ Don’t know

UK 3% 10% 25% 31% 18% 9% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

3+ times: 83% (10 pt increase in two years)

U.S. in 2011
Once Twice 3 times 4-5 times 6-9 10+ Don’t know

US 1% 12% 28% 34% 9% 14% 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

3+ times: 85% (15 pt increase in two years)

H137. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general
do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in the U.S.

31
Why Trust Matters
 Through personal action, trust has tangible benefits
Actions Taken Over Past 12 Months – Global

Distrusted Companies
_+ Trusted Companies

73% 85%
Refused to buy products/services Chose to buy products/services

67% 75%
Criticized them to a friend/colleague Recommended them to a friend/colleague

54%
Paid more for products/services

33% 44%
Shared negative opinions online Shared positive opinions online

19% 30%
Sold shares Bought shares

F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countries
F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countries

33
 Trust protects reputation

When a company is distrusted When a company is trusted

57% will believe

negative information
after hearing it 1-2 times
51%
will believe
positive information
will believe positive after hearing it 1-2 times
15%
information after 25%
hearing it 1-2 times
will believe negative information
after hearing it 1-2 times

Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries

34
The Transformation of Trust

Old Trust Framework

Control Information

Protect the Brand

Stand Alone
Focus Solely on Profit

35
The Transformation of Trust

New Trust Architecture

WHAT

Profit With Purpose

36
 Conclusions

Business must align profit and purpose for social

benefit

Current media landscape plus increased

skepticism requires multiple voices and channels

Demand for authority and accountability set new

expectations for corporate leadership

Trust is a protective agent and leads to tangible

benefits; lack of trust is barrier to change

37
 Trust
A BBC Perspective

25 January 2011

38
 The BBC and Trust

1. Our experience as a broadcaster

2. Trust in the BBC itself

39
British politicians
Do you think British politicians are out merely for themselves,
for their party or to do their best for their country?
Don’t know

Their
7% country

36%
35%
August 1944

Themselves
22%

Their party
Source: Gallup
Base: c.1,000 British adults
 The BBC as a broadcaster
• Reporting the news to a sceptical UK and a sceptical world

• Providing the facts and the scrutiny to help people make their own minds
up about what’s happening and what it means

• Degree of challenge
- scepticism vs cynicism
- oxygen for the interviewee
- fairmindedness

• Not getting trapped in a narrative

• Boosting Expertise
- business
- Europe

41
 The BBC as a broadcaster
• Trust barometer rings true

• 360 ° digital
- Twitter
- Wikileaks
- Real time politics

• Good old fashioned video

• Simple, clear, timely works

• Silence or head in the sand doesn’t

42
 Trust in the BBC
• In 2007-8 a series of major Trust related problems
- competitions
- The Queen documentary
- The Russell Brand show

• Our approach
- understand and tackle the substance
- full disclosure
- appear as often as the media wants
- if you’ve got it wrong, apologise
- announce a plan and report back on progress

• Editorial freedom for BBC News

In the immediate wake of the Ross/Brand affair, two-thirds of the UK

public said they trusted the BBC to sort the situation out and to do the
right thing in the future

43
The Bank of Trust
50%
Queen
documentary
& Russell Brand
40% competitions
High
Show
trust

30%

20%
Low
trust

10%

0%
Jan- Jul- Jan- Jul- Jan- Jul- Jan- July- Jan- Jul-
Mar Sep Mar Sep Mar Sep Mar Sep Mar Sep
2006 2006 2007 2007 2008 2008 2009 2009 2010 2010

44
What’s the story of the last few
years?
2007/2008 2010/2011 (April-Oct 10)

74 70.8 73.6
70.5 72.3 69.8 70.2
65.6
60.9
55.8 55.0
52
%
%
agree
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45
The BBC is by far the most trusted when the UK
public is asked to select the one channel, station,
website or newspaper they trust the most for
news

BBC (all mentions) 59%

ITV (all mentions) 13%
Sky (all mentions) 6%
Daily Mail 2%
Daily Telegraph 1%
The Sun 1%
Channel 4 1%
The Times 1%
CNN 1%
The Guardian 1%
Other 7%
None 3%
Don't know 1%
46
 Questions to the DG

• Is Google the BBC‘s main competitor?

• Is trust in the BBC in the hands of the aggregators?

• Traditional or social: where is the balance of trust for the BBC?

• Can the BBC rise above the media‘s trust deficit?

• Does the ‗B‘ stop the BBC being a global brand?

47
 Trust 2011

Richard Edelman Mark Thompson George Parker Michael Cohrs

BBC FT

#trust2011
 Emerging trends for 2011
2011 Trust is a protective agent

2010 Trust is now an essential line of business

2009 Business must partner with government to regain trust

2008 Young influencers have more trust in business

2007 Business more trusted than government and media

2006 “A person like me” emerges as credible spokesperson

2005 Trust shifts from “authorities” to peers

2004 U.S. companies in Europe suffer trust discount

2003 Earned media more credible than advertising

2002 Fall of the celebrity CEO

2001 Rising Influence of NGOs

49
#trust2011