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2011 Edelman Trust Barometer January 20, 2011 The Netherlands findings

2011 Edelman Trust Barometer

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Page 2: 2011 Edelman Trust Barometer

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)

Page 3: 2011 Edelman Trust Barometer

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

Page 6: 2011 Edelman Trust Barometer

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

Page 7: 2011 Edelman Trust Barometer

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

Page 8: 2011 Edelman Trust Barometer

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

Page 9: 2011 Edelman Trust Barometer

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

Page 10: 2011 Edelman Trust Barometer

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

Page 11: 2011 Edelman Trust Barometer

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

Page 12: 2011 Edelman Trust Barometer

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

Page 13: 2011 Edelman Trust Barometer

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

Page 14: 2011 Edelman Trust Barometer

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

Page 15: 2011 Edelman Trust Barometer

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

Page 16: 2011 Edelman Trust Barometer

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

Page 17: 2011 Edelman Trust Barometer

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

Page 18: 2011 Edelman Trust Barometer

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

Page 19: 2011 Edelman Trust Barometer

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

Page 20: 2011 Edelman Trust Barometer

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%

Page 21: 2011 Edelman Trust Barometer

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

Page 22: 2011 Edelman Trust Barometer

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

Page 24: 2011 Edelman Trust Barometer

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%

Page 25: 2011 Edelman Trust Barometer

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‖

Page 26: 2011 Edelman Trust Barometer

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

Page 27: 2011 Edelman Trust Barometer

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

Page 29: 2011 Edelman Trust Barometer

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

Page 30: 2011 Edelman Trust Barometer

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

Page 31: 2011 Edelman Trust Barometer

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.

Page 32: 2011 Edelman Trust Barometer

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

Page 33: 2011 Edelman Trust Barometer

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.

Page 34: 2011 Edelman Trust Barometer

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.

Page 35: 2011 Edelman Trust Barometer

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

Page 36: 2011 Edelman Trust Barometer

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%

Page 37: 2011 Edelman Trust Barometer

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%

Page 38: 2011 Edelman Trust Barometer

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%

Page 39: 2011 Edelman Trust Barometer

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

Page 41: 2011 Edelman Trust Barometer

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

Page 42: 2011 Edelman Trust Barometer

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

Page 43: 2011 Edelman Trust Barometer

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