Malaysia Report
2016 Edelman Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64‣ College educated‣ In top 25% of household income per age group in each country‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
3
Trust in Retrospect
Rising Influence of NGOs
2001
Business Must Partner with Government to Regain Trust
2009
Fall of the Celebrity CEO
2002Earned Media More Credible Than Advertising
2003U.S. Companies in Europe Suffer Trust Discount
2004Trust Shifts from “Authorities” to Peers
2005“A Person Like Me” Emerges as Credible Spokesperson
2006Business More Trusted Than Government and Media
2007Young Influencers Have More Trust in Business
2008
Trust is Now an Essential Line of Business
2010Rise of Authority Figures
2011Fall of Government
2012Crisis of Leadership
2013Business to Lead the Debate for Change
2014Trust is Essential to Innovation
2015
Growing Inequality of Trust
2016
4
76
67
61
50
41
27
51
38
36
37
23
21
Trust Matters
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, Malaysia, question asked of half the sample. Q377-380. 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. General Population, Malaysia, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
General Population
1 The state of Trust
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil58 Brazil
58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
Trust Index:General Population LagsAverage trust in institutions, Informed Public vs. General Population, 2016
Nearly 6 in 10 countries are
distrusters among the General Population
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
InformedPublic
GeneralPopulation
60 Global 50 Global
6
Trusters
Neutrals
Distrusters
55 Global 60 Global82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia
84 UAE79 India78 Indonesia75 China65 Singapore64 Netherland
s
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
48 Italy48 S. Africa47 Hong Kong47 S. Korea46 U.K.45 Argentina45 Poland45 Russia45 Spain45 Sweden40 Turkey37 Ireland37 Japan
58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
59 Brazil59 Mexico56 Malaysia53 Canada52 Australia52 France52 U.S.50 Germany
Trust Index:Informed Public Drives ReboundAverage trust in institutions,Informed Public, 2015 vs. 2016
2015 2016
Informed Public trust up 5 points
Trusters from 22% in 2015 to 39% in 2016
Distrusters from 48% in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
7
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland
73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico
55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland
71 China65 UAE62 India62 Indonesia62 Singapore
56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil
Trust Index:Mass Population Left BehindAverage trust in institutions, Informed Public vs. General Population vs. Mass Population
For the mass population,
17 of 28 countries are distrusters
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
GeneralPopulation
MassPopulation
50 Global 48 Global
49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan
82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherland
s61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea
InformedPublic
60 Global For the mass population, the
global index falls into distruster territory
8
Trusters
Neutrals
Distrusters
Source: 2016 Edelman Trust Barometer Q11-14. 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, Malaysia
9
59 60
46 46
61 58
45 39
67 67
46 45
71 6759
34
Trust in MalaysiaPercent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016
Informed Public
General Population
NGOs Business Media Government
+4 0 +13 -11
2015 2016
+2 -2 -1 -7
10
68
76 75
6771
5865 65
59 61
2012 2013 2014 2015 2016
49
6054
45
34
5259
5146
39
2012 2013 2014 2015 2016
65 63
7267 67
5864
62 60 58
Source: 2016 Edelman Trust Barometer Q11-14. 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, Malaysia
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
47
60 59
46
59
46
5851
46 45
NGO’s
Government
Media
Business
A five year view of MalaysiaInformed Public
GeneralPopulation
11
50%
Glob
al 2
7
Chin
a
Sing
apor
e
Cana
da
Russ
ia
Aust
ralia
Hong
Kon
g
Turk
ey US
Japa
n UK
Sout
h Ko
rea
Mex
ico
Irela
nd Italy
Arge
ntin
a
Spai
n
Sout
h Af
rica
Colo
mbi
a
UAE
Indi
a
Indo
nesia
Neth
erla
nds
Swed
en
Germ
any
Mal
aysia
Fran
ce
Braz
il
Pola
nd
41.1851851851852
75
68
4751
37
4441
35 36 3430 28
2227
23
15 16
83
6865
5148
4046
2732
23
42.2592592592593
7974
53 53
45 4542
39 3936 35
32 32 3026 26
16
32
80
65
58
4945
39 39
2421 19
Government Increases Slightly Worldwide
Source: 2016 Edelman Trust Barometer Q11-14. [GOVERNMENT 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, 27-country global total.
Percent trust in government, General Population, 2015 vs. 2016
General Population
Increased/equal trust in 17 countries
+10 +11 -11
2015 2016
12
50%
Glob
al
GDP
5
Japa
n
Fran
ce
Germ
any
U.K.
Aust
ralia
Italy
S. K
orea
Neth
erla
nds
Swed
en
Pola
nd
Hong
Kon
g
Cana
da
Russ
ia
U.S.
Sing
apor
e
Turk
ey
Irela
nd
S. A
frica
Spai
n
Mal
aysia
Mex
ico
Arge
ntin
a
Braz
il
Chin
a
UAE
Indo
nesia
Colo
mbi
a
Indi
a
55
46
19 2128
4841
45 4247
44
57
4650
46
63
52 49
58 55 5551
6962 64
73 7379 81
87
47
37
1520
2431 31 33 33 34 34 36 36 37
3945 46 47 49 49 49
5764 64 65
69 7074
81 83
In 19 of 28 countries, less than half of Mass Population think they will be better off in five years
Malaysia More Optimistic than the majority of countries
Source: 2016 Edelman Trust Barometer Q445. 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? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed
PublicMassPopulation
17 10 12 13 10 21 10 13 18
2 Peer to peer in a changing media landscape
14
50%
Glob
al
Chin
a
Sing
apor
e
Mex
ico
Cana
da
Neth
erla
nds
Braz
il
Arge
ntin
a
Italy
Spai
n
US
Sout
h Af
rica
Sout
h Ko
rea
Aust
ralia
Irela
nd
Japa
n UK
Swed
en
Turk
ey
Colo
mbi
a
Indi
a
Indo
nesia UA
E
Hong
Kon
g
Mal
aysia
Germ
any
Fran
ce
Russ
ia
Pola
nd
44.7037037037037
64
55
4852 54
51
4541 42
39 41 41
3431 30
3328
18
70 68
62
5046 45
3942
38
47.4814814814798
73
60 5855 55 54 53
50 49 47 45 43 4239 38 36
31
23
55
63 6359
47 45 44
38 3834
Media Increases
Source: 2016 Edelman Trust Barometer Q11-14. [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, 27-country global total.
Percent trust in media, General Population, 2015 vs. 2016
General Population
+10
Increased trust in 18 countries
2015 2016
15
Power of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Malaysia, question asked of half the sample.
Percent who use each media source several times a week or more
General Population
Social
Search
TV
Newspapers
Magazines
Blogs
81
77
68
56
41
41
2 of top 3 most-used sources of news and information are peer-
influenced media
16
Millennials Peer-Driven Media
Source: 2016 Edelman Trust Barometer Q278-597 How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population Millennials (aged 21-34), Malaysia, question asked of half the sample.
Percent who use each media source several times a week or more, 2015 vs 2016
General Population
Social
Search
TV
Newspapers
Blogs
Magazines
85
82
66
60
42
39
83
81
62
49
46
37
2015 2016
2 of top 3 most-used sources of news and information are peer-
influenced media
Source: 2016 Edelman Trust Barometer Q178-182. 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) General Population and Millennials, Malaysia, question asked of half the sample.
2012 2013 2014 2015 2016
57
61
5957
4949
56
54
49
5251
59
56
49
42
64
70 69
66 66
52
5856
52
47
Trust across the Media LandscapeTrust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Millennials even more trusting of digital media thangeneral population
Industry Millenials Gap
Search Engines* 69% 3
Online-only Media** 58% 6
Traditional Media 52% 3
Owned media 52% 5
Social media 44% 2
General Population
18
67 6659
52 47 49 52 52
2735
74 73 6857 53 49 45 40
32 30
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, Malaysia, question asked of half the sample.
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
General Population
+9
50%
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, Malaysia, question asked of half the sample.
19
70 69
62
5155 53
50
41 40
69 67
58 57 5651
4337 35
Peers More Credible than LeadersPercent who rate each spokesperson as extremely/very credible
2015 2016
+6
Technical Expert
Academic Expert
A person like
yourself
Financial Industry Analyst
EmployeeCEO NGO representative
Board of Directors
Government official/regul
ator
Person like yourself credibilityincreased the most
General Population
20
“This year’s data reinforces the trusted role that search and social technology platforms play in taking a fragmented landscape of published content and re-aggregating it in a fashion that often directly reflects an individual’s worldview. The data reinforces the need to build integrated communications programs that map the total journey stakeholders take to consume information.”
Steve RubelChief Content Strategist
Influence
The Inversion of Influence
21
Influence& Authority
Authority
Old Model
‣ Elites have access to more/better information
‣ Elites’ interests interconnected with those of mass
‣ Becoming an “elite” open to all
New Reality
‣ Peer-to-peer influence more powerful than top-down
‣ Increasing distrust among mass population
‣ Mass movements based on dissatisfaction and urgency
The Divide
‣ Democratization of information and more information
‣ High-profile revelations of greed and misbehavior
‣ Income inequality
22
The Inversion of Influence
Source: 2016 Edelman Trust Barometer Q11-14. 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 Mass Population, Malaysia.
MassPopulation
Authority & Influence
Influence
Authority
85% of population
50 Trust Index
15% of population
58 Trust IndexInformed
Public
3 Business canProvide Leadership in a Divided World
24
50%
Source: 2016 Edelman Trust Barometer Q11-14. [BUSINESS IN GENERAL] [GOVERNMENT 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, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Glob
al 2
7
GDP5
Mex
ico
Indo
nesia
Chin
a
Indi
a
UAE
Braz
il
S. A
frica
Sing
apor
e
Italy
Cana
da
Arge
ntin
a
Aust
ralia
U.S.
Spai
n UK
Fran
ce
Swed
en
Irela
nd
Japa
n
Turk
ey
Germ
any
Hong
...
Pola
nd
Russ
ia
S. K
orea
Mal
aysia
Neth
erl..
.
48 47
6470
58
68 6559 56 57
48 5143 46
51
3644
30
46
3640
32
4238 36 37
30
60 5753 50
7671 70 69 67 64 60 60 57 56 53 52 51 48 46 46 46 43 43 42 42 39 38 38
33
58 56
Global Increase in Business TrustPercent trust in business, General Population, 2015 vs. 2016
Increased or equal trust in business in 26 countries
+12 +12 +10 +12 +16 +10
General Population
2015 2016
50%
55%
60%
65%
70%
75%
80%
85%
90%
Sector Trends:Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Malaysia
*From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 20165 yr.
Trend
Technology 80% 85% 81% 83% 81% 1
Pharmaceutical 66% 73% 67% 70% 81% 15
Automotive 70% 79% 76% 79% 74% 4
Telecommunications 73% 81% 72% 75% 71% 2
Food & Beverage 69% 76% 69% 69% 68% 1
Energy 65% 75% 69% 69% 68% 3
Financial Services 67% 72% 69% 67% 67% 0
Consumer Packaged Goods 59% 69% 64% 69% 64% 5
General Population
25
Japa
n UK
Aust
ralia
Germ
any
Switz
erla
nd
Sout
h Ko
rea
Swed
en
Cana
da
Fran
ce US Italy
Neth
erla
nds
Spai
n
Chin
a
Indi
a
Braz
il
Mex
ico
78
70 6864 66
5862
5863
55 55
45 42
33 33 31
80
72 71 70 6965 64 63 61 61
57 57
4739 38 37
28
2015 2016
50%
Trust in National Identity of Companies Mainly Unchanged
Q26-422. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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”. [RANDOMIZE. SELECT ONE RESPONSE]
Trust in companies based on country of origin, 2015 - 2016 General Population
Significant Increase
27
71 6759
34
6677
64
39
61 5845
39
63 6854
41
NGOs Business Media Government
Business Most Trusted to Keep Pace
Source: 2016 Edelman Trust Barometer Q11-14. 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) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Malaysia.
Percent trust, and percent who trust each institution to keep up with the changing times, 2016
Informed Public
General Population
Trust Trusted to keep paceBusiness in the lead
Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, Malaysia, question asked of half the sample..
85% agree
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
up from 78% in 2015
General Population
28
Purpose Impacts TrustPercent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Malaysia
Reasons Trust in Business Has Increased
Reasons Trust in Business Has Decreased
Produces economic growth
Contributes to the greater good
Productive member of society
Lacks economic growth
Provides few public services
Fails to contribute to the greater good
62%
55%
45%
46%
42%
41%
General Population
29
Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample.
Societal Expectations Vary
30
Most important issue for business to address in each country
Canada
Brazil
Germany
FranceChina
U.S.
Poland
Argentina
Sweden
Mexico
U.K.Ireland
Netherlands
Turkey
Singapore
Hong Kong
MalaysiaColombia
Japan
Australia
Russia
S. KoreaItaly
Spain
Indonesia
UAE
S. Africa
India
General Population
R
I
IE
E
R
H
E
EE
EE
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
31
Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Malaysia, question asked of half the sample.
Percent who agree that CEOs should be personally visible in discussing…
80%Societal Issues
‣ Income inequality‣ Public policy discussions‣ Personal views on
societal issues
72%Financial Results
General Population
32
Company NOT engaged in societal issues
Company engaged in societal issues
Employee Advocacy Increases With Societal Issue EngagementPercent who agree with each statement, comparing those who work at companies/for CEOs involved in addressing broader societal issues vs. those who do not
Recommend company as an employer
Stay working for the company
Recommend products and services to others
Confidence in the future of the company
Committed to achieving our strategy
Motivated to perform
Do the best possible job for the customer
58
66
73
68
78
73
85
Impact of Company
Engagement
4
16
9
19
12
18
25
89
89
87
87
85
84
83
General Population
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Malaysia, question asked of half the sample.
33
Glob
al
GDP
5
Japa
n
Russ
ia
Fran
ce
Swed
en
Aust
ralia
S. K
orea
Pola
nd U.K.
Italy
Hong
...
Irela
nd
Germ
any
Neth
erl..
.
Spai
n
Turk
ey
Cana
da U.S.
S. A
frica
Sing
apor
e
Mal
aysia
UAE
Indo
nesia
Braz
il
Arge
ntin
a
Chin
a
Indi
a
Colo
mbi
a
Mex
ico
6560
4048 48 50
54 55 56 57 58 59 60 62 62 63 64 64 6472 73 76 76 77 77 78 79 83 85 89
50%
Malaysian Employees More Trusting
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each 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-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Percent who trust the company for which they work
TrustedNot Trusted
General Population
Integrity 38% 56% 18Has Ethical Business Practices 39% 57% 18
Takes Responsible Actions To Address An Issue Or A Crisis 36% 53% 17
Has Transparent And Open Business Practices 40% 57% 17
Engagement 38% 55% 17Treats Employees Well 38% 56% 18
Listens To Customer Needs And Feedback 38% 57% 19
Places Customers Ahead Of Profits 37% 54% 17
Communicates Frequently And Honestly On The State Of Its Business 39% 54% 15
Products 38% 50% 12Offers High Quality Products Or Services 41% 59% 18
Is An Innovator Of New Products, Services Or Ideas 35% 41% 6
Purpose 33% 46% 13Works To Protect And Improve The Environment 34% 50% 16
Creates Programs That Positively Impact The Local Community 34% 47% 13
Addresses Society's Needs In Its Everyday Business 33% 47% 14
Partners With NGOs, Government And Third Parties To Address Societal Issues 29% 39% 10
Operations 34% 43% 9Has Highly-Regarded And Widely Admired Top Leadership 33% 44% 11
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 31% 39% 8
Delivers Consistent Financial Returns To Investors 37% 46% 9
Trust Building
Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Importance) Q114-129 Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Malaysia.
Company Importance vs. Performance
Importance
Performance Gap
General Population
34
35
3136
20
3532
42
3437 37
34
49
40
3229
49
27 2832
21
28 2925 26
1823
20 18
25
19 19
36 6
1410 9
Employees Are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Malaysia, question asked of half the sample.
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings & operational performance
Business practices/crisis handling
Treatment of employees/customer
Partnerships/Programs to address societal issues
Views on industry issues
Employees Most Trusted
General Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
3 Providing a focus for CEOs
37
CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree/Bot 5 Box, Disagree) General Population, Malaysia [‘CEOs do too much lobbying,’ ‘CEOs can be trust to create jobs,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’]
Percent who agree with each statement about CEOs
Too Much
Focus on short-term financial results59%
Lobbying57%
Not Enough
Job creation38%
Positive long-term impact61%
General Population
Their education and how it shaped them
Their personal success story
The obstacles they have overcome
Their personal values
67%73%
81%83%
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Malaysia, question asked of half the sample.
Percent who agree that each type of information is important in building trust in a CEO
General Population
38
39
76
67
61
50
41
27
51
38
36
37
23
21
Trust Matters
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, Malaysia, question asked of half the sample. Q377-380. 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. General Population, Malaysia, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
General Population
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