power & responsibility. - digitalagenda...2018/10/02 · 3 trust is essential to innovation...

POWER & RESPONSIBILITY.We are Edelman Purpose &

Technology

2

2018 Edelman Earned

Brand

8 Markets

Brazil, China, France, Germany, India, Japan, the U.K. and the U.S.

All data is nationally representative based on age, region and gender

40,000 respondents via Online and Mobile Survey,

Fieldwork: July 10 – July 20, 2018

2018 Edelman

Trust Barometer

WHAT THE PEOPLE SAID.

METHODOLOGY

How brands can earn, strengthen and

protect consumer-brand relationships

The global state of trust

28 Markets

18 years of data

33,000+ respondents total via online survey, representing 85% of total global

population

Fieldwork: October 28 – November 20 2017

3

Trust is essential to Innovation

2 0 1 5

Growing Inequality of trust

2 0 1 6

Trust in

Crisis

2 0 1 7

The battle

for truth

2 0 1 8

Business

to lead the

debate for

change

2 0 1 4

TRUST IS INTRANSITION

Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do

what is right using 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,

Trust) Informed Public and General Population, 28-market global total.4

Percent trust in each institution, and change from 2017 to 2018

NO RECOVERY IN TRUST

53 52

41 43

53 52

43 43

6765

53 53

64 64

53 53

-3 -1 0 0

Business MediaNGOs Government

0 0 +2 0

Informed

Public

General

Population

20182017

Y-to-Y Change− +0

A POLARIZATION OF TRUST

Source: 2018 Edelman Trust Barometer.

The Trust Index is an average of a market's trust in the

institutions

of government, business, media and NGOs. General

population,

28-market global total.6

Average trust in institutions, general population, 2017 vs. 2018

Trust Index

A WORLD OF DISTRUST

Global Trust Index remains at distruster level

20 of 28 markets are distrusters, up 1 from 2017

Biggest changes in

47 Global

72 India

69 Indonesia

67 China

60 Singapore

60 UAE

53 The Netherlands

52 Mexico

52 U.S.

50 Colombia

49 Canada

48 Brazil

48 Italy

48 Malaysia

45 Argentina

44 Hong Kong

44 Spain

43 Turkey

42 Australia

42 S. Africa

41 Germany

40 France

40 U.K.

38 S. Korea

37 Sweden

36 Ireland

35 Japan

35 Poland

34 Russia

U.S. -9

China +7

S. Korea +6

UAE +6

Italy -5

Trust

(60-100)

Neutral

(50-59)

Distrust

(1-49)

Trust decline in the U.S. is

the steepest ever measured

48 Global

74 China

71 Indonesia

68 India

66 UAE

58 Singapore

54 Mexico

54 The Netherlands

53 Malaysia

49 Canada

47 Argentina

47 Colombia

47 Spain

46 Turkey

45 Hong Kong

44 Brazil

44 S. Korea

43 Italy

43 U.S.

41 Germany

41 Sweden

40 Australia

40 France

39 Poland

39 U.K.

38 Ireland

38 S. Africa

37 Japan

36 Russia

2017General Population

2018General Population

Source: 2018 Edelman Trust Barometer.

The Trust Index is an average of a market's trust in the

institutions

of government, business, media and NGOs. Informed public,

28-market global total. 7

Average trust in institutions, informed public, 2017 vs. 2018

Trust Index

Informed PublicDeclines to Neutral

60 Global

80 India

79 China

78 Indonesia

77 UAE

71 Singapore

68 U.S.

62 Canada

62 The Netherlands

61 Italy

61 Mexico

57 Malaysia

57 Spain

56 France

56 U.K.

55 Colombia

54 Australia

54 Germany

53 Hong Kong

51 Argentina

51 Brazil

50 S. Korea

50 Turkey

49 Japan

49 S. Africa

47 Sweden

45 Russia

44 Ireland

43 Poland

2017Informed Public

2018Informed Public

Biggest changes in

U.S. -23

Argentina +9

Sweden +9

Malaysia +8

Turkey +7

U.S. Trust Index crashes

23 points

A 1-point decline in the Global Trust

Index

Trust

(60-100)

Neutral

(50-59)

Distrust

(1-49)

59 Global

83 China

81 Indonesia

77 India

76 UAE

70 Singapore

67 The Netherlands

65 Malaysia

65 Mexico

62 Canada

60 Argentina

57 Italy

57 Turkey

56 France

56 Sweden

55 Australia

55 Spain

54 Germany

52 U.K.

51 Brazil

50 Colombia

50 S. Korea

49 Hong Kong

48 Ireland

48 Poland

47 Russia

46 Japan

45 S. Africa

45 U.S.

Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four

institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to

the Technical Appendix.8

Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018

A WORLD MOVING APART

2013 2014 2015 2016 2017 2018

# of markets

with extreme

Trust Gains

# of markets

with extreme

Trust Losses

+

–

9

6

13

9

12

6

6

21

2

4

2

IN SEARCH OF TRUTH

Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement

using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General

population, 28-market global total.

10

Percent who worry about false information or fake news being used as a weapon

WORLD WORRIED ABOUT FAKE NEWS AS A WEAPON

Pope criticizes

spread of fake news

Fake news disrupts

elections in South Africa

Germany passes a law

that fines social media

companies for failing to

delete fake news

Singapore announces

plans to introduce

laws designed to

fight fake newsworry about false

information or fake news

being used as a weapon

7 in 10

Canadian Conservative

leader’s campaign

manager roots out

enemies using fake news

Nearly

55-60 61-65 66-70 71-75 76-80

France

Sweden

Netherlands

Canada

Ireland

Japan

Germany

Italy

Singapore

S. Africa

UAE

U.K.

Australia

Hong Kong

Poland

Turkey

Brazil

India

Colombia

Malaysia

S. Korea

U.S.

China

Russia

Mexico

Argentina

Spain

Indonesia

43

30 31 32 32 32 33 33 34 35 3539 40 42 42 43 43 43 44 45 47 48 49

5255 56

61

6871

Glo

ba

l 2

8

Turk

ey

Au

str

alia

Ja

pa

n

Sw

ede

n

U.K

.

Fra

nce

Ire

land

Po

land

Ru

ssia

S. A

fric

a

Arg

entina

S. K

ore

a

Ge

rma

ny

U.S

.

Bra

zil

Co

lom

bia

Ho

ng

Ko

ng

Sp

ain

Ita

ly

Ma

laysia

Me

xic

o

Ca

na

da

Sin

ga

po

re

The

Ne

therla

nd

s

UA

E

India

Indo

ne

sia

Chin

a

Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you

trust that institution to do what is right using 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, Trust) General population, 28-market global total.11

Percent trust in media, and change from 2017 to 2018

MEDIA NOW LEAST TRUSTED INSTITUTION

TrustNeutralDistrust

Distrusted in 22 of 28 of markets

l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6

Y-to-Y Change− +0

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for

general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great

deal.” (Top 4 Box, Trust), question asked of half of the sample. General population, 25-market global total.

Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.12

Percent trust in each source for general news and information, 2012 to 2018

WHILE TRUST IN PLATFORMS DECLINES,

TRUST IN JOURNALISM REBOUNDS

Platforms

-2

Journalism

+5

Average trust in search engines

and social media platforms

Average trust in traditional

and online-only media

54

52

54

51

56

54

59

53

50

53

54

54

53

51

2012 2013 2014 2015 2016 2017 2018

33 33 35 36 3740 40 42 43

46 47 47 48 49 51 53 53 54 54 5558

62 62 6468 68

71 73

Ire

land

Sw

ede

n

Au

str

alia

U.K

.

Ja

pa

n

Fra

nce

Ge

rma

ny

U.S

.

Ca

na

da

S. A

fric

a

Ru

ssia

The

Ne

therla

nd

s

S. K

ore

a

Ho

ng

Ko

ng

Po

land

Ita

ly

Sp

ain

Arg

en

tin

a

Sin

ga

po

re

Turk

ey

Ma

laysia

Co

lom

bia

UA

E

Bra

zil

Ch

ina

Me

xic

o

Indo

ne

sia

Ind

ia

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a

nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question asked of half of the sample. MED_NEW_CSP. How do

you normally get your news? (callout is net of codes 2, 5 and 7), question asked of half of the sample. General population, 28-market global total.

Platforms is an average of search engines and social media.

13

Average trust in search engines and social media platforms, and change from 2017 to 2018

TRUST IN PLATFORMS DECREASED IN 21 OF 28 COUNTRIES

65% receive news

through platforms

such as social media

feeds, search or news

applications

llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5

Steepest

decline in U.S.

Y-to-Y Change− +0

TRUST IN TECHNOLOGY

1

4

TECHNOLOGY MOST TRUSTED BUSINESS SECTOR

Industry 2014 2015 2016 2017 2018

5 yr.

Trend

Technology 75% 73% 74% 75% 74% -1

Health Care - - 62% 66% 64% -

Energy 57% 56% 58% 62% 63% +6

Food And Beverage 64% 63% 64% 66% 63% -1

Telecommunications 61% 59% 60% 63% 63% +2

Automotive 69% 66% 60% 65% 62% -7

Entertainment 64% 63% 64% 64% 62% -2

Consumer Packaged Goods 61% 60% 61% 63% 60% -1

Financial Services 48% 48% 51% 54% 54% +6

Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please

use the same 9-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, Trust), industries shown

to half of the sample. General Population, 27-market global total.

Trust in each sector, and change from 2014 to 2018

2014 2015 2016 2017 2018


Change, 2014 to 2018− +0

Source: 2018 Edelman Trust Barometer. DRV_TEC_GEN. How well do you think the technology industry is performing on the behaviors listed below? Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 box, Performing Well), question asked of one-fifth of the sample. General population, 28-market global total.

16

Percent who believe the technology industry performance is performing well on each behavior, 2018 and 2017, and change from year to year

TECH SECTOR LOSING GROUND ON KEY BEHAVIOURS

20182017

79

76

73

68

68

71

70

67

64

57

53

53

Y-to-Y Change− +0

-18

-15

-11

-9

-9

-9

Largest performance

decreases among consumer

protection, transparency, and

representative leadership

Protects consumer data

Is transparent and authentic in

how it operates

Has leadership that effectively represents

the interests of all stakeholders

Contributes to the

greater good

Ensures quality control

Develops innovations that have a positive

impact on my life and the world

75

58 59

76

64 6467

7874 74 74

71

81

74

60

75

91

68

89 91

6871

89 88 86

7771

7681

Glo

bal

28

Irel

and

Swed

en

Po

lan

d

Ger

man

y

U.K

.

Fran

ce

Ital

y

The

Net

her

lan

ds

Spai

n

U.S

.

Can

ada

Mal

aysi

a

Sin

gap

ore

Jap

an

S. K

ore

a

Ch

ina

Ho

ng

Ko

ng

Ind

ia

Ind

on

esia

Au

stra

lia

Ru

ssia

Mex

ico

Co

lom

bia

Bra

zil

Arg

enti

na

Turk

ey

S. A

fric

a

UA

E

Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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, Trust), industries shown to half of the sample. General population, 28-market global total.

Percent trust in the technology sector, and change from 2017 to 2018

TRUST IN TECHNOLOGYDECLINES IN 18 OF 28 MARKETS

l llllllllllllllllllllllllllll-1 -1 -4 +10 +1 -5 -3 -1 -5 +2 -1 -1 0 -7 -3 +7 +3 -10 -3 -2 -3 -1 +2 +1 +4 0 -6 -3 -2


Y-to-Y Change− +0

Trusted in 26 markets

EU APAC LATAM

80

57

70

87

6669 67

7781

75

67

74

9388

76

8590

70

94 95

7882

92 90 89

7984

80 81

Glo

bal

28

Irel

and

Swed

en

Po

lan

d

Ger

man

y

U.K

.

Fran

ce

Ital

y

The

Net

her

lan

ds

Spai

n

U.S

.

Can

ada

Mal

aysi

a

Sin

gap

ore

Jap

an

S. K

ore

a

Ch

ina

Ho

ng

Ko

ng

Ind

ia

Ind

on

esia

Au

stra

lia

Ru

ssia

Mex

ico

Co

lom

bia

Bra

zil

Arg

enti

na

Turk

ey

S. A

fric

a

UA

E

Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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, Trust), industries shown to half of the sample. Informed public, 28-market global total.

Percent trust in the technology sector, informed public, and change from 2017 to 2018

INFORMED PUBLIC TRUST IN TECHCONSIDERABLE DECLINES IN 16 OF 28 MARKETS

l llllllllllllllllllllllllllll-3 -11 +3 +12 -9 -6 -18 -9 0 -9 -19 -4 +8 +6 +3 0 -4 -14 -1 +1 -1 -2 +2 -1 +4 0 +1 -2 -9


Y-to-Y Change− +0

Trusted in 27 markets

EU APAC LATAM

52

75

4950 52

55 56

6367

Business Technology Blockchaintechnology

Self-drivingvehicles

Sharing economybusinesses

Virtual-realityplatforms

Artificialintelligence

Internet of things Mobile/smartphone appdevelopers

TRUST IN TECHNOLOGY SUB-SECTORS LAGS TECH SECTOR OVERALL

Percent trust in business, technology sector and technology sub-sectors, and change from 2017 to 2018

-2+10 0 N/A+3N/A-10

Y-to-Y Change− +0


Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again,

please use the same 9-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, Trust), industries shown to half of the sample. TRU_SUB_TEC.

Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-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, Trust), question asked of one-fifth of the sample. General population, 28-market global total.

AN INDUSTRY IN FLUX

FAITH IN TECHNOLOGY

UNDIMINISHED

Since 2012, 74% of people

say they trust tech brands,

ten points higher than any

other sector.

BUT SCRUTINY IS INCREASING

Solutions such as AR and the

sharing economy have huge

potential to increase their

levels of trust.

HEADROOM FOR MORE

Tech is failing to hit

expectations in transparency,

inclusivity and contributing to

the greater good.

NAVIGATING APOLARIZED WORLD

63 61

5450 50

47 46 4441 39

35

Source: 2018 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a

company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,

Very/Extremely Credible), question asked of half of the sample. General population, 28-market global total.

22

Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018

VOICES OF AUTHORITY REGAIN CREDIBILITY

+3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6

Person like yourself

at all-time low

− Y-to-Y Change+0

Te

ch

nic

al e

xp

ert

Ac

ad

em

ic e

xp

ert

A p

ers

on

lik

e

yo

urs

elf

Fin

an

cia

l

ind

us

try a

na

lys

t

Su

cc

es

sfu

l

en

tre

pre

ne

ur

Em

plo

ye

e

NG

O

rep

res

en

tati

ve

CE

O

Bo

ard

of

dir

ec

tors

Jo

urn

ali

st

Go

ve

rnm

en

t

off

icia

l/re

gu

lato

r

Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top

4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO.

Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using

the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-market global total. 23

Percent who agree and percent who say each is one of the most

important expectations they have for a CEO

BUSINESS IS EXPECTED TO LEAD

Percent who say that CEOs

should take the lead on change

rather than waiting for

government to impose it

60

64

68

69

For CEOs, building trust is job one

64%

Their company is trusted

Their products and services are high quality

Business decisions reflect company values

Profits and stock price increase

24

Innovation and the Earned Brand

2 0 1 5

The Consumer-Brand relationship

2 0 1 6

The rise of the

Belief-Driven

buyer

2 0 1 7

BRANDS TAKE A

STAND

2 0 1 8

25

19 24

18

33

6342

57Source: 2018 Edelman Earned Brand. Belief-driven buying segments. U.K..

See Technical Appendix for a full explanation of how belief-driven buying was measured.

Do you choose, switch, avoid or boycott a brand based on its

stand on societal issues? (Percent in each segment)

MORE THAN HALF NOW BELIEF-DRIVEN

BUYERS

SPECTATORSRarely buy on belief or punish brands for

taking a stand

LEADERSHave strongly-held, passionate beliefs. The

brands they buy are one important way they

express those beliefs

JOINERSDepending on the issue and the brand, they

will change their buying behavior based on

the brand’s stand

2017 2018

%

BELIEF-DRIVEN BUYERS

20pts+

Source: 2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average.


26

Percent who are belief-driven buyers, and year-to-year change

BELIEF-DRIVEN BUYING

NOW MAINSTREAM AROUND THE WORLD

Double-digit growth in 6 of 8 markets

Y-to-Y Change− +0

2017 2018

Majority in Every Market

51

73

56

65

50

39

47

37 37

64

78

69 6865

60 59 5754

8-marketaverage

China Brazil India France Japan U.S. U.K. Germany

+13 +17+20+12+21+15+3+13+5

27


BELIEF-DRIVEN MINDSET

NOW SPANS GENERATIONS Y-to-Y Change− +0

2017 2018

54

38

22

70

60

45

18-34 35-54 55+

+16 +22 +23More older consumers

now buying on belief

Source: 2018 Edelman Earned Brand. Belief-driven buying segments. U.K., by age.


Belief-Driven Buying at All Ages

28


BELIEF-DRIVEN MINDSET

NOW SPANS INCOME LEVELS Y-to-Y Change− +0

2017 2018

More lower-income consumers

now buying on belief

34 35

46

58 58 59

Low Middle High

+24 +23 +13

Majority at All Incomes

(Bottom 25%) (50%) (Top 25%)

Source: 2018 Edelman Earned Brand. Belief-driven buying segments. U.K., by income.


29

I believe brands can be a powerful force for change.

I expect them to represent me and solve societal problems.

My wallet is my vote.

Brand Democracy

Welcome to the new

Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.

30

Percent who agree

PEOPLE BELIEVE IN BRANDS

AS AN EFFECTIVE FORCE FOR CHANGE

47Brands have

better ideas

for solving our

country’s problems

than government

39Brands can

do more

to solve social

ills than government

% %


31

Percent who agree

PEOPLE BELIEVE

BRANDS WILL ANSWER THEIR CALL

It is easier for people

to get brands to address

social problems than to get government to take action

%

5473

62 6057

50 49

43

37

India Brazil China U.S. U.K. France Germany Japan

3232

Benetton and Act Up Paris,1993

The Power of

a Brand’s Stand

Source: 2018 Edelman Earned Brand. Q93. What, if anything, do you intend to do (or have you done) as a result of seeing this communication. 8-market average, among

those who saw a product ad vs. a brand ad.

33

Percent who express purchase intent after viewing a product or brand communication

YOUR STAND DRIVES PURCHASE INTENT

Product Features

44%

43%

Brand’s Stand

Purchase 22%

Consider in future 23%

Learn more online 17%

Purchase 22%

Consider in future 21%

Learn more online 19%

Net of: Net of:

Source: 2018 Edelman Earned Brand. Q93. What, if anything, do you intend to do (or have you done) as a result of seeing this communication. 8-market average, among

those who saw a product ad vs. a brand ad.

34

Percent who express intent to advocate for the brand after viewing a product or brand communication

YOUR STAND GETS PEOPLE TALKING

3226% %

Talk to friends or family 19%

Post online, like or

reply to the brand

12%

Talk to friends or family 24%

Post online, like or

reply to the brand

15%

Net of: Net of:

Product Features Brand’s Stand

Your Stand Matters to Them

Even at the Point of Sale


35

Percent who agree

Brands should make it easier for

me to see what their values and

positions on important issues are

when I am about to

make a purchase

%

6079

69 68

56 56 5552

48

India Brazil China U.K. France U.S. Germany Japan

36

Define your purpose.

Take Your Stand.

Belief-driven buying is

now a mainstream

mindset across ages

and incomes

People believe that

brands can lead

societal change

A brand’s stand

drives purchase intent

and advocacy

THANK YOU

For more info:

[email protected]

power & responsibility. - digitalagenda...2018/10/02 · 3 trust is essential to innovation...

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