Weitere ähnliche Inhalte Ähnlich wie 2012 Trust Barometer: Germany Results (13) 2012 Trust Barometer: Germany Results1. 2012
EDELMAN TRUST BAROMETER
GERMANY RESULTS
1 © Edelman, 2012. All rights reserved.
2. 2012 Edelman Trust Barometer
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64
Twelfth annual study
Indicates Global Data
Online survey in 25 countries
Indicates European
30,000+ respondents
Union Region Data
1,000 general population respondents per country Indicates Germany Data
Ages 18+
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
(Trending data among Ages 35-64)
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
EMEA select countries:
UK, Germany, France, Italy, Spain, Netherlands, Sweden,
Ireland, Poland, Russia** and UAE**
* This year Informed Publics were surveyed via online methodology instead of telephone
** Note: Russia and UAE are not included in the European Union Region total
2 © Edelman, 2012. All rights reserved.
3. Edelman Trust Barometer in retrospect
2011 Rise of authority figures
2010 Trust is now an essential line of business
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
3 © Edelman, 2012. All rights reserved.
4. 4 © Edelman, 2012. All rights reserved.
5. Distrust is growing; nearly twice as many countries are now skeptics
Majority of EMEA countries are “Distrusters” in 2012
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 TRUSTERS
India 65
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Argentina 62 Canada 58
India 56 Italy 56
Italy 56 Argentina 54 NEUTRAL
Canada 55 Australia 53
South Korea 53 < Brazil 51
Sweden 52 Sweden 49
Japan 51 > U.S. 49
Australia 51 South Korea 44
Spain 51 > Poland 44
France 50 > U.K. 41
Poland 49 Ireland 41 DISTRUSTERS
Germany 44 < France 40
U.S. 42 Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 23 countries
5 © Edelman, 2012. All rights reserved.
6. Globally, NGOs and business fall to 2009 trust level – government record decline
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
NGOs
Media
Business
Government
80%
70%
59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT
30%
20%
2007 2008 2009 2010 2011 2012
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)
6 © Edelman, 2012. All rights reserved.
7. In Germany, trust in business drops nineteen percentage points and is on par
with government trust
TRUST IN INSTITUTIONS – GERMANY
NGOs
Media
Business
Government
80%
70%
60%
53% 53%
49%
50% 47%
51% 46%
46% 41% 43%
39% 38%
40%
39%
35% 35% BUSINESS
38% 32%
31%
35% 34%
30% 33%
GOVERNMENT 31%
29%
27%
24%
20%
2007 2008 2009 2010 2011 2012
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Germany
7 © Edelman, 2012. All rights reserved.
8. Globally, trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS
2011
Informed Public 56%
2012 52% 53%
Informed Public
2012
47%
General Public 43%
38%
Government Business
61%
58%
49% 52%
50%
46%
Media NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total
8 © Edelman, 2012. All rights reserved.
9. In Germany, trust in business declines significantly; government trust
remains low
TRUST IN INSTITUTIONS - GERMANY
2011
Informed Public
2012
Informed Public
2012 52%
General Public
33% 33% 34% 33%
27%
Government Business
55%
48%
42%
37% 39%
36%
Media
NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Germany
9 © Edelman, 2012. All rights reserved.
10. Several mature economies, including Germany, France and Spain,
see double-digit drops in business trust
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
81% 81%
78%
77%
74%
71% 70% 69%
67%
64% 65% 63%
61% 62%
56% 56% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 48%
46% 46% 46% 47%
44% 43% 44%
41% 41%
38%
34% 32%
28%
Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries
10 © Edelman, 2012. All rights reserved.
11. The top three most trusted industries remain consistent between 2011 and
2012; pharmaceuticals and energy industries fall significantly in Germany
TRUST IN INDUSTRIES – GERMANY
2011 2012
Technology 84% Technology 64% - 20
Automotive 79% Automotive 55% - 24
Telecommunications 63% Telecommunications 47% - 16
Media 57% Food and beverage 43%
Pharmaceuticals 57% Media 41% - 16
Energy 48% Brewing and spirits 39%
Brewing and spirits 47% Consumer packaged goods 36%
Food and beverage 37% Pharmaceuticals 34% - 23
Consumer packaged goods 35% Energy 24% - 24
Financial services 32% Banks 19%
Banks 23% Financial services 14% - 18
Q16-26. [TRACKING] 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) Informed publics ages 25-64 in Germany
11 © Edelman, 2012. All rights reserved.
12. German trust in banks remains less than 25% since 2009
TRUST IN BANKS
U.K.
France
Germany
Italy
Russia
100%
90%
80%
70%
60% 53%
51%
50% 45% 47%
42% 43%
43%
40% 41% 36% 45%
42%
34% 31% 27% 37%
30% 35% 27% 25%
27% 23%
29% 23% 22%
20% 26% 21%
22%
21% 18%
10% 17%
14%
0%
2007 2008 2009 2010 2011 2012
Q16-26. [Banks TRACKING] 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) Informed publics ages 35-64 in France,
Germany, Italy, Russia and the U.K.
12 © Edelman, 2012. All rights reserved.
13. German trust in technology decreases, and is relatively lower than other
markets, with the exception of Russia
TRUST IN TECHNOLOGY
U.K.
France
Germany
Italy
Russia
100%
91%
90% 86%
83%
80% 79% 83%
80% 77% 77%
75% 73% 81%
70% 70%
72% 70%
70% 69% 69% 74%
67% 71%
67% 67% 65% 68% 63%
60% 62%
59% 59%
58% 58%
50%
40%
30%
20%
10%
0%
2007 2008 2009 2010 2011 2012
Q16-26. [Technology TRACKING] 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) Informed publics ages 35-64 in France,
Germany, Italy, Russia and the U.K.
13 © Edelman, 2012. All rights reserved.
14. German trust in government does not change between 2011 and 2012,
and remains relatively low
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88% 88%
85%
78%
75% 75%
64%
62% 61%
56%
52% 53% 52% 52% 51%
50% 49%
44% 47%
43% 43% 43% 42% 42% 45% 43%
40%
38% 39%
35% 35%
33% 33%
31% 31% 32%
28%
26% 25%
20% 20%
Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries
14 © Edelman, 2012. All rights reserved.
15. In Germany, trust in media remains steady, and still trusted by less than
majority
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80%
79%
72% 73%
70% 69%
67%
65%
61% 61% 61%
57%
54%
52% 53%
49% 50%
50% 48% 48%
46% 46%
45% 45% 43% 45% 42% 45%
41%
37% 37% 37%38% 38% 37%
35% 36%
32% 33%
27%
22%
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 19 countries
15 © Edelman, 2012. All rights reserved.
16. Diversification of Media
TRUST IN INFORMATION SOURCES – GERMANY
2011
Informed Public
2012
Informed Public
38%
- 14
24%
20%
13%
6% 7%
5%
3%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Germany
16 © Edelman, 2012. All rights reserved.
17. NGOs still most trusted institution, despite some drops; German trust in
NGOs falls to less than majority
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
85%
79% 80%
78%
74%
72% 72% 72%
70%
67% 66% 66%
65%65%
63%
61% 61% 60% 60%
58% 58% 58% 59%
55%
55% 56% 55%
54% 53% 53% 53%
51% 51% 51%
50% 48% 49%
42%
41%
28% 30%
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries
17 © Edelman, 2012. All rights reserved.
18. Credibility of regular employees increases in Germany, while academics or
experts, and financial or industry analysts suffer declines
CREDIBLE SPOKESPEOPLE – GERMANY
2011 2012
Academic or expert 77% A person like yourself 72%
A person like yourself 75% Technical expert in the company 59%
Technical expert in the company 58% Academic or expert 53% - 24
Financial or industry analyst 56% NGO representative 48%
NGO representative 49% Regular employee 41% + 18
Government official or regulator 30% Government official or regulator 22%
CEO 24% CEO 21%
Regular employee 23% Financial or industry analyst 20% - 36
Q119-126. [TRACKING] 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, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in Germany
18 © Edelman, 2012. All rights reserved.
19. Skepticism requires repetition in Germany
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – GERMANY
Ten or more times
Once (1), 3%
(10+), 8%
Six to Nine times (6- Twice (2), 20%
9), 3%
Four or Five times (4 -
5), 25%
Three times (3), 41%
Three to Five times
66%
Q148. [TRACKING] 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 enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Germany
19 © Edelman, 2012. All rights reserved.
20. CEO credibility lowest in Germany, with large declines in France & Russia
CEO CREDIBILITY
U.K.
France
Germany
Italy
Russia
100%
90%
80%
70%
60%
60%
49%
50%
45%
38%
40% 35% 36%
33% 34% 33% 35% 35%
29% 35%
27% 31%
30% 26% 26% 25%
28% 27% 25% 26%
23% 22% 20% 23%
23% 19% 25% 25%
20% 21% 20%
23% 16% 19% 19% 21% 18%
21%
17% 13%
10% 14%
13%
0%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Q119-126. [A CEO of a company TRACKING] 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, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in France, Germany, Italy, Russia and the U.K.
20 © Edelman, 2012. All rights reserved.
21. 21 © Edelman, 2012. All rights reserved.
22. Trust in business and government move in sync since 2008 in Western Economies
TRUST IN BUSINESS AND GOVERNMENT
Business
Government
U.S.
80%
58%
60% 53% 51%
51% 48% 49%
44% 48% 48% 45%
45%
48% 39% 38%
40% 44% 44% 43% 36%
39% 38% 38% 37%
30%
27%
20%
0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
UK/France/Germany
80%
60%
46%
41% 40%
36% 35% 36% 38% 37% 39%
40% 34%
36%
43%
36% 38% 31%
32% 31% 32% 30%
31% 27%
20% 26% 25% 22%
0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 35-64 in the U.S. and UK/France/Germany
22 © Edelman, 2012. All rights reserved.
23. Government leaders less trusted than business leaders to tell the truth in most
markets; Germany among top countries not trusting of government leaders
Business
Leaders
Government
Leaders
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%
60%
51% 53%
50% 51% 50%
50% 48%
46% 47% 46% 46%
44% 43% 43%
42%
40% 40%
38%
36% 34% 36% 34% 34%
29%
27%
26%
23% 24%
17%
13% 14%
10% 10% 11%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 19 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 19 countries
23 © Edelman, 2012. All rights reserved.
24. Government not meeting public’s expectations in Germany
GOVERNMENT IMPORTANCE VS. PERFORMANCE – GERMANY
Government
Importance
Government
Performance
Gap
65% -53
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
12%
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 64% -51
COUNTRY 13%
64% -52
COMMUNICATES FREQUENTLY AND HONESTLY
12%
63% -51
HAS TRANSPARENT AND OPEN PRACTICES
12%
52% -37
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
15%
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 44% -33
EMPLOYMENT OPPORTUNITIES 11%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% -31
ADDRESS SOCIETAL ISSUES 10%
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40%
LOCAL COMMUNITIES -29
11%
Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust'
and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in Germany; Q140-147. Please rate your government on how well you think
they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2
Box , Performing Very/Extremely Well) General Population in Germany
24 © Edelman, 2012. All rights reserved.
25. Business not meeting public’s expectations in Germany
GERMANY
Gap
Business
TREATS EMPLOYEES WELL 62% - 48
Importance 14%
Company
Performance PLACES CUSTOMERS AHEAD OF PROFITS 60% - 46
14%
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 60%
20% - 40
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 55% - 40
15%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% - 39
BUSINESS 15%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 54% - 38
16%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 54% - 16
38%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% - 37
16%
HAS ETHICAL BUSINESS PRACTICES 50% - 37
13%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 46% - 31
15%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 41% - 25
IN WHICH THE COMPANY OPERATES 16%
38% -7
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
31%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 32% - 20
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 12%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 30% - 20
SOCIETAL ISSUES 10%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 29% - 19
10%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 27%
12% - 15
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action 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, Very/ Extremely Important) General Population in Germany (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Germany
25 © Edelman, 2012. All rights reserved.
26. Despite lack of trust in government, calls for increased regulations; Germany
among most lenient EMEA countries with regard to government regulation of
business
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
68%
64%
58%
54% 54% 53%
51%
50% 49%
48% 48%
40%
40% 38%
36% 35% 34%
30% 30%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 19 countries
26 © Edelman, 2012. All rights reserved.
27. Calls for greater consumer protection and regulation of business in Germany
WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS?
GERMANY
39%
PROTECT CONSUMERS from irresponsible business practices
Business
26% can address
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
on its own
19%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
11%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
5%
Government SHOULD NOT PLAY A ROLE in business
2%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, EMEA– 34%)
• Unethical business practices (Global - 28%, EMEA - 22%)
• Shortcuts that lead to poor quality (Global - 21%, EMEA -17%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company?
Informed Publics ages 25-64 in Germany; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Germany
27 © Edelman, 2012. All rights reserved.
28. 28 © Edelman, 2012. All rights reserved.
29. BUSINESS
CAN EARN LICENSE TO LEAD 2008-2009
Low trust in
business and CEOs
Business has
flexibility and speed
THE DYNAMIC OF
TRUST BETWEEN Call for increased
regulation
BUSINESS & protection from
Business leaders GOVERNMENT irresponsible
behavior sought
more trusted than
government leaders
business has advantage
in 24 out of 25 markets
2011
Government
responds
Dwindling trust
in government
policy paralysis
29 © Edelman, 2012. All rights reserved.
30. Business: from license to operate to license to lead
GERMANY
Societal
Operational
CURRENT TRUST BUILDING FUTURE TRUST
33% TRUST BUSINESS 1) Treats employees well
1) Innovator of new products 2) Listens to customer needs and feedback
1) Delivers consistent financial returns 2) Places customers ahead of profits
4) Has transparent and open business
3) Ranks on a global list
5) High quality products or services
5) Takes actions to address issue or crisis
5) Communicates frequently and honestly
8) Works to protect/improve environment
9) Has ethical business practices
10) Addresses society's needs
11) Positively impacts the local community
12) Innovator of new products
13) Ranks on a global list
14) Partners with third parties
15) Delivers consistent financial returns
16) Highly regarded, top leadership
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) General Population in Germany; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action 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, Very/ Extremely Important)
General Population in Germany (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
30 © Edelman, 2012. All rights reserved.
31. Earn License to Lead
Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
31 © Edelman, 2012. All rights reserved.
32. 32 © Edelman, 2012. All rights reserved.