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2011 Edelman Trust Barometer - Netherlands findings
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2011 Edelman Trust Barometer
January 20, 2011
The Netherlands findings
Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries of which 200 in the Netherlands
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
2
EU Select Countries: UK, France, Germany, Italy, Spain,
Netherlands, Sweden, Ireland, Poland (Each country N=200 aged 25-64)
The Edelman Trust Barometer in retrospect
Rising Influence of NGOs 2001
Fall of the celebrity CEO 2002
Earned media more credible than advertising 2003
U.S. companies in Europe suffer trust discount 2004
Trust shifts from “authorities” to peers 2005
“A person like me” emerges as credible spokesperson 2006
Business more trusted than government and media 2007
Young influencers have more trust in business 2008
Business must partner with government to regain trust 2009
Trust is now an essential line of business 2010
3
State of Trust
Shifting center of gravity
6
57% 54%
47% 45%
61%
56% 52%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
2010 2011
Trust in Institutions – Global
Globally, trust increases in all institutions
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)
+4
+5 +4
+2
62% 58%
54% 51%
59%
53%
46% 44%
72% 74% 75%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
Global E.U. Netherlands
Trust in institutions
A7-A10. 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 23 countries, the EU (excludes Russia) and The Netherlands.
7
Netherlands has strong trust in all institutions, in contrast to the rest of EU
75%
59%
54%
40%
55%
36%
31%
54%
46% 49%
42%
74%
64%
53% 52% 52% 48%
46% 46% 44% 44%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8
Trust in Business (2010 – 2011)
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 in the US, EU countries and Russia
Trusters Distrusters (< 50%) Neutral
2010 2011
+15
- 8
Netherlands trust in business highest among EU countries
+12 +12
9
Trust in Business Informed Publics ages 25-64
59%
36%
54%
46% 43% 50%
53%
60%
75% 74%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011
U.S. EU Netherlands
Business maintains trust recovery achieved last year in Netherlands
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., EU countries (excludes Russia) and Netherlands
75%
60%
43%
36% 36% 38%
31%
46%
38%
43%
28%
75%
64%
49% 45%
43% 43% 42% 40% 39%
33%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10
Trust in Government (2010 – 2011)
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 and Russia
Trusters Distrusters (< 50%)
- 6 +11
Netherlands trust in government highest among EU countries
- 10
2010 2011
58%
37%
49%
38% 36%
33%
39% 35%
37% 38%
31%
69%
53%
46% 45% 45%
38% 37% 37% 37%
27%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Trust in Media (2010 – 2011)
11
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 in the US, EU countries and Russia
+16
+11
- 11
Trusters
Distrusters (< 50%)
- 9
Netherlands trust in media highest among EU countries
2010 2011 Neutral
74%
64%
53% 52% 52% 48%
46% 46% 44% 44%
41%
72% 70%
60%
53% 55%
58%
53% 55%
51%
56%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Business NGOs
Trust in Business and NGOs
12
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) Informed Publics ages 25-64 in the US, EU countries and Russia
Netherlands has high and equal trust in business and NGOs
13
Trust in NGOs Informed Publics ages 35-64
36%
53%
48%
55%
52%
59%
31%
53%
30%
35%
40%
45%
50%
55%
60%
65%
70%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
US UK/FR/GER India China
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
Emerging markets’ trust in NGOs caught up to developed markets’ trust in
NGOs
14
2009 2011
Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Singapore, UAE and Argentina)
Global 49
Netherlands 69
China 61
Brazil 58
India 58
Poland 47
Sweden 46
Russia 44
Italy 43
UK 42
Germany 42
France 41
Spain 40
Ireland 39
US 36
UAE N/A
Global 55
Brazil 80
UAE 78
Netherlands 73
China 73
Italy 56
India 56
Sweden 52
Spain 51
France 50
Poland 49
Germany 44
US 42
UK 40
Russia 40
Ireland 39
Trust Index: 2009 – 2011
Netherlands’ overall trust composite score higher, but now ranks below
Brazil and UAE
15
Trust in Institutions – Netherlands Informed Publics ages 25-64
60%
75%
74%
76% 75%
64%
58%
69%
74% 74% 72%
50%
60%
70%
80%
2009 2010 2011
Business Government Media NGOs
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 Netherlands.
Trust in institutions converging in Netherlands
75% 76% 76% 71%
69% 69%
61% 65%
50%
39% 36% 34%
30%
76% 75% 73% 73%
69% 69% 68% 64%
63%
50%
44% 42% 40% 39%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies
headquartered in the following countries to do what is right. 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
Most Trusted National Identity for Companies – Global
Germany, Canada, Sweden stay at top of trusted ―HQ countries‖
Companies headquartered in Netherlands have strong trust
N/A N/A
+ 4 + 5 + 5
+ 3
+ 3
Distrusted HQ Countries Trusted HQ Countries 2010 2011
69%
89%
78%
67% 65%
84%
90%
65%
42%
82%
45%
76% 75% 73%
55%
64%
53%
74% 71%
78%
62%
47%
64% 68%
88% 87% 87%
81% 78% 76%
74% 72% 72% 71% 70%
66% 66% 65% 65% 64% 63%
59% 58% 56%
50% 49% 46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011
17
A13-29. [Netherlands TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global
companies headquartered in the following countries to do what is right. 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) Informed publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
Companies headquartered in the Netherlands are trusted by a majority in most
surveyed markets, despite suffering trust losses in nine markets
Trust in Companies Headquartered in the Netherlands
-13
-22 -10
-11
+30
+20
-18
+16
-12
-14
-15
+10
+25
N/A
- 9
+9
18
BRIC MNC strategy to target emerging economies producing results
BRIC HQ image improvement in EU but not in U.S.
Trust in Companies Headquartered in BRIC
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global
companies headquartered in the following countries to do what is right. 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) Informed publics ages 25-64
86%
44%
65%
31% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brazil HQs
+ 32
+17
+15
43%
62%
70%
25%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Russia HQs
+16
+32
+12
- 7
56% 60%
65%
34% 37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India HQs
+17
+13 +15
- 6 53%
40%
74%
32%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China HQs
+ 15
+20
+ 21
- 6
+ 3
+ 6
+ 3 + 6
19
47%
46%
61%
57%
69%
72%
62%
76%
64%
83%
88%
91%
39%
44%
46%
58%
59%
63%
65%
67%
69%
69%
72%
72%
77%
80%
83%
87%
Financial services
Banks
Insurance
Pharmaceuticals
Telecommunications
Media*
Energy
Biotech
Automotive
OTC personal health care products
Brewing and spirits
Consumer packaged goods*
Entertainment
Food and beverage*
Retail
Technology
2011
2010
N/A
N/A
N/A
N/A
Trust in Industries – Netherlands
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 The Netherlands.
Entertainment, automotive and media experience trust gains; trust in other
industries stable or lower this year in the Netherlands
*Note Wording Changes from 2010:
- Media asked as Media Companies
- Consumer Packaged Goods asked as
Consumer Packaged Goods Manufacturers
- Food and Beverage asked as Food
50%
51%
52%
54%
57%
57%
59%
62%
63%
63%
65%
65%
66%
68%
69%
81%
Financial services
Banks
Insurance
Media
Brewing and spirits
OTC personal health care products
Consumer packaged goods
Energy
Pharmaceuticals
Entertainment
Retail
Biotech
Food and beverage
Telecommunications
Automotive
Technology
20
Most industries more trusted in Netherlands than globally; however, banks,
financial services and telecom less trusted in Netherlands
Trust in Industries
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, the EU (excludes Russia) and The Netherlands.
Significant at 95%
confidence level
compared to global
78% 87%
64% 69%
61% 59%
63% 80%
63% 67%
63% 83%
62% 77%
57% 58%
56% 65%
54% 72%
52% 69%
57% 72%
48% 63%
41% 46%
33% 44%
36% 39%
78%
83%
61%
48%
40%
54%
71%
44% 46%
26%
90% 87%
71% 69%
52%
44%
25% 23%
16%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China India Japan Brazil France Russia US Germany UK Ireland*
2008 2011
21
Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan, Brazil
Trust in Banks
*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
+12
- 46
- 30
- 20
+21 +10
- 10
+12 - 21
2010-2011 Drops: -8 -9 -22
40%
48% 53% 54%
38%
31%
25%
71%
44% 46%
26%
52% 47%
44% 44% 41%
35% 31%
25% 23%
16%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2011
22
Trust in Banks
*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 in the US, EU countries and Russia
- 46
- 30
- 20
- 10 - 21
+12
Though low, Netherlands’ trust in banks among highest of EU countries
Business and Society
Toward shared value
24
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, the EU (excludes Russia) and The Netherlands.
39%
39%
46%
51%
55%
55%
65%
63%
69%
65%
Delivers consistent financial returns to investors
Has highly-regarded and widely admired top leadership
Is an innovator of new products, services or ideas
Is a good corporate citizen
Prices its brands fairly and competitively
Communicates frequently and honestly on the state ofits business
Has transparent and honest business practices
Treats employees well
Offers high quality products or services
Is a company I can trust
Reputation Factors
Trust, transparency, quality products/services and employee treatment most
important reputation attributes in Netherlands
Significant at 95%
confidence level
compared to global
65% 67%
63% 61%
62% 61%
61% 64%
49% 51%
48% 40%
43% 35%
40% 33%
33% 18%
28% 20%
84%
72% 70% 70%
64% 60%
57% 57% 56% 55% 52%
50% 49% 48% 44% 44% 43% 43%
39% 37% 35%
33% 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
25
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 Countries
% who agree
Milton Friedman: “The social responsibility of business is to increase its profits”
Majority agree
Less than half in The Netherlands agree with Milton Friedman’s declaration
that the ―social responsibility of business is to increase its profits‖
85%
80%
91% 89% 89%
81% 81% 80%
73% 72% 71% 71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value
26
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 the US, EU countries and Russia
By contrast, eight out of 10 in The Netherlands believe business must align
with society’s interests in creating shareholder value
61% 61%
82% 82%
69% 66%
63%
57% 53%
50% 49% 48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner
27
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 the US,
EU countries and Russia
And just over half in the Netherlands agree that government must step in to
ensure business behaves responsibly
29
62%
53%
59%
46%
38%
29% 31%
74%
62% 60%
54% 51%
47% 46%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An academicor expert
Technicalexpert withinthe company
A financial orindustryanalyst
Person likeyourself
NGOrepresentative
Governmentofficial
CEO Regularemployee
2009 2011
Credible Spokespeople – Netherlands
CEOs and academics gain credibility as source of company information
N/A
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 The Netherlands.
+17
+12
19%
40%
23%
29% 29%
16%
23% 23%
29%
19% 18%
68%
58% 56%
46% 45% 43%
39% 38% 35% 34%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 2009 2011
30
CEO credibility on rise in most EU markets
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 the US, EU Countries and Russia
Credible Spokespeople – CEO
+18 +33
+49
+17 +16 +16 +15 +15 +27
31
29%
31%
38%
46%
53%
59%
62%
CEO
Regular employee
Government official
NGO representative
A financial or industry analyst
Person like yourself
An academic or expert
2009
―Person like yourself‖ drops to fourth most credible spokesperson in 2011;
CEOs continue to rank at the bottom despite rise in credibility
Credible Spokespeople – Netherlands
38%
46%
47%
51%
54%
60%
62%
74%
Regular employee
CEO
Government official
NGO representative
Person like yourself
A financial or industry analyst
Technical expert within thecompany
An academic or expert
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 25-64 in The Netherlands.
32%
11%
18% 18% 16%
5%
0%
10%
20%
30%
40%
32
30%
40%
8%
15%
2% 4%
0%
10%
20%
30%
40%
50%
13%
42%
16%
9%
12%
5%
0%
10%
20%
30%
40%
50%
In crisis situations, people want to hear from multiple voices
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 The Netherlands.
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 The Netherlands.
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 The Netherlands.
Trusted spokesperson
during a company crisis
Preferred spokesperson
during a product recall
Preferred spokesperson when the
local community has been damaged
Netherlands
30%
8%
40%
15%
2% 4%
0%
10%
20%
30%
40%
50%
60%
Netherlands
33
35%
11%
32%
14%
3% 4%
0%
10%
20%
30%
40%
50%
60%
EU
33%
5%
35%
18%
7%
2%
0%
10%
20%
30%
40%
50%
60%
US
In a product recall, people want to hear from CEO—and technical expert
Who Informed Publics Want to Hear from During a Product Recall
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 U.S., EU (excludes Russia) and The Netherlands.
32%
18%
11%
18% 16%
5%
0%
10%
20%
30%
40%
50%
60%
Netherlands
34
38%
19%
10%
18%
11%
3%
0%
10%
20%
30%
40%
50%
60%
EU
47%
7% 10%
24%
10%
2%
0%
10%
20%
30%
40%
50%
60%
US
When local community damaged, most want to hear from CEO
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
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 U.S., EU (excludes Russia) and The Netherlands.
90% 87%
81% 76% 74%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Employees Customers LocalCommunities
Society Investors Government
Netherlands informed publics believe employees’ and customers’ interests
should be most important to a CEO’s decisions
Importance of Stakeholders to a CEO’s business decisions – Netherlands
E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company, please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to 9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interests should be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be to CEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in the Netherlands
35
11%
18%
7%
9%
9%
11%
18%
29%
27%
28%
31%
33%
Corporate/product advertising
Corporate communications such as press releases
Microblogging sites, such as Twitter
Social networking sites
Content-sharing sites, such as YouTube
Blogs
News/RSS feeds
Online search engines
Radio or radio news
Magazines or business magazines
Television or television news
Newspapers
36
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) Informed Publics ages 25-64 in 23 countries, the EU
(excludes Russia) and The Netherlands.
Tra
ditio
nal
So
cia
l Me
dia
C
orp
ora
te
Trusted Information Sources – Trust a Great Deal
On
line
Mu
ltiple
so
urc
es
Traditional sources and online search engines most trusted for information
about a company
Significant at 95%
confidence level
compared to global
26% 21%
27% 23%
26% 26%
26% 23%
24% 17%
15% 16%
9% 1%
7% 4%
6% 3%
6% 2%
12% 13%
7% 5%
37
2%
6%
9%
12%
12%
19%
22%
0% 10% 20% 30% 40% 50%
Social media
Broadcast(radio/TV)
Friends and family
Company website
Online searchengine
Print(newspapers/magazi
nes)
Online newssources
0%
3%
5%
9%
12%
14%
44%
0% 10% 20% 30% 40% 50%
Social media
Friends and family
Broadcast(radio/TV)
Print(newspapers/maga
zines)
Company website
Online newssources
Online searchengine
Where Informed Publics go for company news and information – Netherlands
(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 The Netherlands.
First Source Second Source Are these the same types of sources
you consult first for information
about a business crisis?
Netherlands informed publics overwhelmingly go to online search engines first
to find news and information about companies
No, 20%
Yes, 80%
38
Strong media brands rise to the top
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 the Netherlands
U.S.
Information Sources
1. Google 31%
2. The Wall Street Journal 24%
3. The New York Times 16%
4. CNN 16%
5. FOX News 14%
6. Yahoo! 10%
7. National Public Radio 7%
8. The Economist 7%
9. Bloomberg 7%
10. MSNBC 6%
U.K.
Information Sources
1. Google 47%
2. BBC 46%
3. The Financial Times 16%
4. The Times 13%
5. The Guardian 11%
6. The Economist 7%
7. The Telegraph 7%
8. Sky News 6%
9. Yahoo! 5%
10. The Independent 4%
China
Information Sources
1. CCTV 30%
2. Baidu 18%
3. Sina 11%
4. Sohu 10%
5. `163.COM 8%
6. Google 7%
7. Phoenix Television 5%
8. Xinhua 4%
9. The Wall Street Journal 1%
10. China Securities Journal 1%
Most relied on source for company information (unaided)
The Netherlands
Information Sources
1. Google 44%
2. Nu.nl 12%
3. NRC Handelsblad 8%
4. RTL Nieuws 6%
5. NOS 6%
6. CNN 5%
7. BBC 4%
8. Elsevier 4%
9. Consumer Reports 3%
10. Kvk.nl 3%
Informed publics need information from multiple sources, multiple voices
39
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 The Netherlands.
Once (1), 4%
Twice (2), 18%
Three times (3), 35%
Four or Five times (4 - 5), 28%
Six to Nine times (6-9), 7%
Ten or more times (10+), 5%
3-5 times
63%
And need to hear it 3-5 times to believe it
Netherlands
Through personal action, trust has tangible benefits
9%
22%
69%
66%
13%
41%
40%
71%
79%
Bought shares
Paid more for products/services
Chose to buy products/services Refused to buy products/services
Recommended them to a friend/colleague Criticized them to a friend/colleague
Shared negative opinions online
Sold shares
Shared positive opinions online
+ _ Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – Netherlands
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 The Netherlands. 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 The Netherlands.
41
When a company is distrusted When a company is trusted
9% 24%
58% 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 The Netherlands.
-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 The Netherlands.
Trust protects reputation
42
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
58% will believe
positive information after hearing it 1-2 times
Netherlands
Conclusions
Business must align profit and purpose for social
benefit
Trust is a protective agent and leads to tangible
benefits; lack of trust is barrier to change
Current media landscape plus increased
skepticism requires multiple voices and channels
43
Demand for authority and accountability set new
expectations for corporate leadership
The Transformation of Trust
44
Control Information
Focus Solely on Profit
Pro
tect th
e B
ran
d
Sta
nd
Alo
ne
Profit With Purpose
Old Trust Framework New Trust Architecture
WHAT