trust in retrospect - edelman · 2019. 5. 1. · 2 1 0-1 -1 trust gap, comparing the difference...
TRANSCRIPT
Methodology
19th ANNUAL
EDELMAN TRUST
BAROMETER
Online Survey in 27 Markets
33,000+ respondents total
Sample weighted to reflect natural gender
distribution in each market.
Global average: 50% Women, 50% Men
All fieldwork was conducted between
October 19 and November 16, 2018
27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/-0.6% (26,000+), half-sample global general online population +/- 0.8 (N=15,525).
Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N=min 200, varies by market, China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 739, varies by market).
Employee MOE: 27-market = +/- 0.8% (N=16,944)Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market)
2
General Online Population
1,150 respondents per market
Ages 18+
All slides show general online
population data unless otherwise noted
Mass Population
All population not including informed public
Represents 84% of total global population
Informed Public
500 respondents in U.S. and China;
200 in all other markets
Represents 16% of total global population
Must meet 4 criteria
- Ages 25-64
- College-educated
- In top 25% of household income per
age group in each market
- Report significant media consumption and
engagement in public policy and business news
2019 Focus on
the Employer-
Employee Relationship
55% of global general population are full- or
part-time employees (but not self-employed)
Oversample of employees of multinational
companies: 500 respondents per market
3
TRUST IN RETROSPECT
2001 2002 2003 2004 2005 2006 2007 2008 2009
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 “Person Like
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
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Trust is Now
an Essential
Line of
Business
Rise of
Authority
Figures
Fall of
Government
Crisis of
Leadership
Business
to Lead
the Debate
for Change
Trust is
Essential to
Innovation
Growing
Inequality
of Trust
Trust in
Crisis
The Battle
for TruthTrust
at Work
Germany 12
U.S. 11
Japan 10
S. Africa 10
UAE 10
5
4
0
1
5
10
1
2
4
2
7
5
4
2
1
0
6
1
6
11
7
3
10
7
2
12
10
3
55 Global
81 China
74 UAE
73 Indonesia
72 India
72 Saudi Arabia
61 Singapore
60 Canada
60 Mexico
58 Malaysia
57 The Netherlands
56 Hong Kong
54 Colombia
54 U.S.
51 Australia
50 Germany
50 S. Africa
49 S. Korea
47 France
47 U.K.
46 Italy
45 Argentina
45 Brazil
45 Turkey
44 Japan
43 Ireland
41 Spain
28 Russia 4
Global Trust Index neutral for men and women
Women distrust their institutions in
15 of 27 markets, four more than men
2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender.
WOMEN TRUST
LESS THAN MENTrust Index
2019 Men
2019Women
2019
Trust gap Trust (60-100)
Neutral (50-59)
Distrust (1-49)
50 Global
77 China
73 Indonesia
71 India
67 Saudi Arabia
64 UAE
62 Singapore
60 Malaysia
56 Mexico
54 Hong Kong
53 Canada
52 The Netherlands
50 Colombia
47 Brazil
46 Argentina
46 Italy
45 Australia
44 Turkey
43 S. Korea
43 U.S.
40 France
40 Ireland
40 S. Africa
40 U.K.
39 Spain
38 Germany
34 Japan
31 Russia
Biggest trust
gaps between
men and women
WOMEN ARE DRIVING CHANGE GLOBALLY
5India’s “Women’s Wall”
demonstrate for equality
“Womenomics” for Japan’s
shrinking workforce
Alexandria Ocasio-Cortez of
the 116th U.S. Congress
#MeToo and #TimesUp –
women speak up globally
47
5251
50
54
50
52
55
45
4746 46
49
47 47
50
2012 2013 2014 2015 2016 2017 2018 2019
Trust Index (23-market average)
CONTINUED TRUST GAP BETWEEN MEN AND WOMEN
6
2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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.” 9-point scale; top 4 box, trust. General population, 23-market average, by gender.
Trust (60-100)
Neutral (50-59)
Distrust (1-49)
Men
Women
5pt Gap
Previous high
5pt Gap
55 58 6051 50
5055 53
46 45
72019 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender.
Percent trust in the four institutions
GENDER DIVIDE GREATEST FOR TRUST IN BUSINESS
Trust Index
Germany 12
U.S. 11
UAE 10
Women
Men
NGOs Business Government Media
U.S. 14
Germany 11
Japan 11
U.S. 15
Germany 14
UAE 14
Germany 10
Japan 10
S. Africa 10
UAE 16
Germany 11
Japan 11
TrustNeutralDistrust
Trust gap 5 3 7 5 5
Largest gaps in:
Largest trust gap
Men
%Trust 60 62 54 78 63 55 43 77 47 47 75 63 51 55 59 68 48 56 47 51 60 46 81 78 80 34 60 59
Women
% Trust 53 47 40 64 52 45 34 69 39 40 68 56 44 49 53 63 43 51 42 47 56 42 78 76 79 34 61 60
Glo
bal
27
U.S
.
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gap
ore
c ccccccccccccccccccccccccccc
15 14 1411 10 9 8 8 7 7 7 7 6 6 5 5 5 5 4 4 4 3 2 1 0
-1 -1
Trust gap, comparing the difference between men’s and women’s trust in business
DOUBLE-DIGIT GENDER GAPS IN
BUSINESS TRUST IN KEY MARKETS
82019 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender.
Gap
TrustNeutralDistrust
7pt
Double-digit trust gaps
53
1722 23
2730
33 3539
45 45
5356
63
74
80
46
85
3841
44
51 53
72 7477 79
86
51
18
24
32 31 3236
40 40
49
5659
65
7975
84
46
85
34
4035
50 52
6873
70 72
80
Glo
bal
27
Ja
pa
n
Fra
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Germ
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U.K
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Sin
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Bra
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UA
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Ind
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Percent who believe they and their families will be better off in five years’ time
WOMEN MORE PESSIMISTIC ABOUT THE FUTURE
IN MOST DEVELOPED MARKETS
92019 Edelman Trust Barometer. CNG_FUT. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? 5-point scale; top 2 box, better off. General population, 27-market average, by gender.
15 markets in which women are
more pessimistic than men
Women Men
119 5 6 9
Trust gap of 5 or greater
16 9 677
10
2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average, by gender.
Percent of women employees who worry about job loss due to each issue
SHARED FEARS ABOUT JOB SECURITY
All employees
Not having the training
and skills necessary to
get a good paying job
Automation and/or
other innovations taking
your job away
International conflicts
about trade policies
and tariffs hurting the
company you work for
59% 60% 54% 55% 54% 59%
Employees who
work for
multinational
companies 64% 63% 61% 60% 61% 66%
Women Men
2338
24
31
53
31
2018 2019
11
2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. Question asked of half of the sample. General population, 26-market average, by gender. For details on how the News Engagement Scale was built, please refer to the Technical Appendix.
THEY’RE LOOKING FOR ANSWERSHow often do you engage in the following activities related to news and information?
THE DISENGAGEDConsume news less than weekly
AMPLIFIERSConsume news about weekly or
more AND share or post content
several times a month or more
CONSUMERSConsume news about weekly or more
2942
25
32
46
25
2018 2019
+13pts
+7pts
+15pts
+7pts+20pts
More engaged
with the
news
+22pts
More engaged
with the
news
Y-to-Y Change- +0
12
2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. Question asked of half of the sample. Mass population and informed public, 26-market average, among amplifiers by gender. For details on how the News Engagement Scale was built, please refer to the Technical Appendix.
MORE WOMEN BECOME AMPLIFIERSPercent of amplifiers in each segment
24
3627
39
21
34
Mass population
+12
2018 2019
36
56
38
56
34
57
Men Women Men Women
Informed public
2018 2019 2018 2019 2018 2019 2018 2019 2018 2019
+12+13
+20 +18 +23
Y-to-Y Change- +0
63
6062
5859
58
63
65
48
45
4846
54
52
56
55
62
59
63 6364
65
61
65
45
42
45 46
45
4240
4342
41
44 44
47
44
41
49
2012 2013 2014 2015 2016 2017 2018 2019
Women Men
Traditional media 64 65
Search engines* 64 66
Online-only media** 54 56
Owned media 48 50
Social media 43 43
13
2019 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.” 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 23-market average, and by gender.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
MORE SEE OWNED MEDIA AS A TRUSTED SOURCE
+8pts
14
2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, by gender.
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
EMPLOYERS TRUSTED TO PROVIDE CERTAINTY
7277
Women Men
Percent trust in “my employer”
I look to my employer to
be a trustworthy source of
information about social
issues and other important
topics on which there is
not general agreement
56%Women
Men 61%
Percent of employees who say their current employer is meeting each set of expectations
EMPLOYER PERFORMANCE:
EMPLOYERS UNDERPERFORMING FOR WOMEN
2019 Edelman Trust Barometer. EMP_VAL. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, by gender.
Job Opportunity
My employer offers wage growth, training, career
growth and work which I find interesting & fulfilling
Personal Empowerment
I know what is going on, I am part of the planning
process, and I have a voice in key decisions; the
culture is values-driven and inclusive
Shared Action
My employer has a greater purpose, and
my job has a meaningful societal impact
64
59
60
55
59
53
5pt gap
5pt gap
6pt gap
Gender Gap
Women
Men
Women
Men
Women
Men
38
49
56
57
65
66
68
Fake news
Sexual harassment
The environment
Personal data
Training for the jobs of tomorrow
Prejudice and discrimination
Equal pay
16
2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia), by gender.
LOOKING FOR LEADERSHIP FROM CEOS
Percent who say that CEOs
should take the lead on
change rather than waiting
for government to impose it
74% +10pts
Percent who agree CEOs can
create positive change in:
Women Men
Women
78% +11pts
62 6
61 5
63 2
54 3
56 0
44 5
37 1
Difference
Men
49
23
2832
35 3639 40 41
4446 46 46
50 5054 54 55
57 58 58 58 5961 61 62 63
67
44
19
2831
27 26
3436
38
33
3836
3836
41
59
54 5451 51
60
4951
5855
65
55 56
Glo
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172019 Edelman Trust Barometer. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Pick all that apply. Question asked of half of the sample. General population, 27-market average, by gender.
Percent who agree CEOs can have a significant impact or create positive change in sexual harassment
CEOS MUST ADDRESS SEXUAL HARASSMENT
15 markets in which half or more women believe CEOs
can make a positive change in sexual harassment
MenWomen
11 1010 1114
Gender gap of 10 pts or higher
18
KEY ACTIONS FOR
BUILDING TRUST
Get it right with your employees first.
CEOs have license to lead on equal pay.
Build brand stories that inspire women to engage.
1
2
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#TrustBarometer
SUPPLEMENTAL
DATA
67
37
47
58 5963 64 64 65 65 66 67 67 68 69 69 69 70 71 71 72 72
74 74 74 7478 79
62
44
53
6056
63 6360 60
57
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202019 Edelman Trust Barometer. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Pick all that apply. Question asked of half of the sample. General population, 27-market average, by gender.
Percent who agree CEOs can have a significant impact or create positive change in equal pay
CEOS MUST ADDRESS EQUAL PAY
25 markets in which half or more women believe CEOs can make a positive change in equal pay
MenWomen
Gender gap of 10 pts or higher
10 1812 1412 13
65
4751 53
60 61 61 62 63 64 64 64 65 66 67 67 67 68 69 69 69 69 70 71 72 72
78 80
61
5350 51
5661
51
64
51
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61 5964 63 65
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212019 Edelman Trust Barometer. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Pick all that apply. Question asked of half of the sample. General population, 27-market average, by gender.
Percent who agree CEOs can have a significant impact or create positive change in prejudice and discrimination
CEOS MUST ADDRESS PREJUDICE AND DISCRIMINATION
26 markets in which half or more women believe CEOs can make a positive change in prejudice and discrimination
MenWomen
12 1010 1612
Gender gap of 10 pts or higher
22
2019 EDELMAN TRUST BAROMETER
WOMEN & TRUST TEAM
Chair & CEO, Edelman Canada and Chair, Latin America
Global Chair, Global Women’s Equality Network (GWEN)
Lisa Kimmel
Executive Vice President, Corporate & Advisory Erica Noble
Executive Director, Intellectual Property Tonia E. Ries
Senior Insights Director, Edelman Toronto Dana Grinshpan
Research Analyst, Edelman Intelligence
Global Manager, Global Women’s Equality Network (GWEN)
Monisha Mukhija