Versão do Trust Barometer em Portugês. Edelman

1. 2011 Edelman Trust Barometer
Resultados Globais
EGP-UPBS
26 Janeiro de 2011

2. Edelman Trust Barometer Global
11º estudo anual
5,075 pessoas, 23 países, 5 continentes
Entre os 25 e os 64 anos
Com formação superior
No quartil superior de rendimento familiar, por escalão
etário em cada país
Consumidores habituais de informação, com destaque
para informação política e económica
2

3. Retrospectiva
2010 Confiança é uma linha essencial dos Negócios
Empresas têm de se aliar ao Governo para recuperar a
2009 confiança
2008 Jovens influenciadores confiam mais nas Empresas
2007 Empresas mais confiadas do que Governos e Media
2006 “Uma pessoa como eu” surge como um porta-voz credível”
2005 Confiança migra das “autoridades” para os pares
Empresas americanas na Europa sofrem perda de
2004 confiança
2003 Resultados de Media mais credíveis que Publicidade
2002 A queda do “CEO celebridade”
2001 A influência crescente das ONG’s
3

4. 2010 Ano em revista

5. Estado da Confiança
Mudança do centro de
gravidade

6. Globalmente, a Confiança aumenta em todas as Instituições
Confiança nas Instituições – Global
2010 2011
100%
90%
+4 +2
80%
+5 +4
70%
61%
60% 57% 56%
54%
52%
49%
50% 47% 45%
40%
30%
20%
10%
0%
ONG's Empresas Governo Media
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)
6

7. Mercados Emergentes dominam a confiança nas Empresas
Distância entre os EUA e a Rússia cai para 5 pontos
Confiança nas Empresas – Top 10 Países (PIB)
2010 2011
Confiantes Neutrais Desconfiados
100%
90% +19
81%
80%
70% -8
70% 67%
64% +12
62%
59%
62% 61% +12
60% 57%
53% 54%
52%
48% 49% 44%
50% 46%
40% 42% 41%
40% 36%
30%
20%
10%
0%
Brasil Índia Itália China Japão Alemanha França EUA Reino Rússia
Unido
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
7

8. Confiança nas Empresas maior do que nos Governos em 1/3 dos mercados
Queda da confiança na Alemanha e EUA, subida na China e Brasil
Confiança no Governo – Top 10 Países (PIB)
2010 2011
Confiantes Neutrais Desconfiados
100% +14
88% +46
90% 85%
80% 74%
70% -6
60%
-10
51%
49%
50% 43% 45% 46%
42% 43% 44% 43% 43%
39% 38% 40% 38% 39%
40% 36%
33%
30%
20%
10%
0%
China Brasil Japão França Itália Índia Reino EUA Rússia Alemanha
Unido
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
8

9. Aumento da confiança nos Media impulsionada pela China, Brasil e Japão
Mercados desenvolvidos geralmente desconfiados
Confiança nos Media – Top 10 Países (PIB)
2010 2011
Confiantes Neutrais Desconfiados
100% +17
90% +19
80%
80%
73%
70%
63%
+12
58%
60% 54% - 11
50%
48%
-9
50% 45% 45%
38% 39% 37% 37% 37% 38%
40% 36% 36%
31%
30% 27%
22%
20%
10%
0%
China Brasil Índia Japão França Ítalia Alemanha Rússia EUA Reino
Unido
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
9

10. Nos mercados emergentes, Confiança nas ONG’s a par das Empresas
Nos mercados desenvolvidos, ONG’s mais confiadas do que as Empresas
Confiança nos Empresas e ONGs
Empresas ONGs
Brasil China EUA RU/FR/ALE
100%
90%
81% 80%
80%
70% 63%
59% 61% 63% 59%
56% 58% 55% 56%
60% 55%
48% 46% 48%
50%
40%
40%
30%
20%
10%
0%
2008 2011 2008 2011 2008 2011 2008 2011
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 U.S., UK/FR/GER, Brazil and China
10

11. Índice de Confiança: Mercados desenvolvidos nos últimos lugares
EUA desce, o Brasil sobe no índice
2008 2011
Global ― Global 55
México 69 Brasil 80
China 62 China 73
Índia 60 México 69
EUA 53 Índia 56
Japão 50 Canadá 55
Coreia S. 50 Coreia S. 53
Canadá 48 Japão 51
Brasil 48 França 50
França 44 Alemanha 44
R.U. 43 EUA 42
Alemanha 36 R.U. 40
Rússia 36 Rússia 40
Composite score is an average of a country’s trust in all four institutions
Ages 25-64
11

12. Nos EUA, 2011 espelha a queda de 2008-2009
Único país com descida transversal em todas as instituições
Confiança nas Instituições – EUA
Públicos Informados, idades 25-64
Empresas Governo Media ONG's
80%
70%
63%
63%
60% 59%
Crise Financeira 54%
Mundial 55%
50%
45% 46%
46% 46%
43%
40% 36% 40%
38%
31%
30%
30% 27%
20%
2008 2009 2010 2011
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.
12

13. Alemanha, Canadá e Suécia continuam como”Paises Sede” mais Confiados
Confiança aumenta nas organizações sediadas nos BRICs e EUA
Nacionalidades mais confiadas – Global
2010 2011
Paises-sede Confiados Paises-sede não Confiados
100%
90%
+3
80% 75% 76% 76% 75% 76% 73% 71%
73%
69% 69% 69% 69% 68%
70%
64% 65%
61% 63% +3 +4
60% +5 +5
50% 50%
50% 44%
42% 40%
39% 39%
40% 36% 34% 35%
30%
30%
20%
10%
N/A N/A
0%
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)
13

14. Estratégia dos BRIC nos mercados emergentes está a dar resultados
Ligeira melhoria da imagem no Ocidente
Confiança nas Empresas com sede nos BRIC
+15
Sede no Brasil Sede na Rússia Sedeadas na Índia Sede na China
100%
100% 100% +32 100% + 21
+ 32 90%
90% 86% 90% +12 90% +13
+15
80% +17 80% 74%
80% 80% + 15
+17 +16 70%
70% 65% 70% +33
70% 65% 70%
62% 60% +20
60% 60% 60% 56% -6 60%
53%
50% +14 50% +15 50% 50% 45%
44% 43% 40%
37% 40% -6
40% 40% -7 40%
33%
30%
28% 27% 30% 30%
30% 30%
20% 20% 20% 20% 15%
13%
10% 10% 10% 10%
0% 0% 0% 0%
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
14

15. Tecnologia firme no topo; Indústria Automóvel em segundo
Sector financeiro no final
Confiança por Sectores – Global
Tecnologia 81%
Automóvel 69%
Telecomunicações 68%
Alimentação e Bebidas 66%
Biotecnologia 65%
Retalho 65%
Entretenimento 63%
Fármacos 63%
Energia 62%
Bens de grande consumo 59%
Cuidados de Saude OTC 57%
Ind. Cerveja e Bebidas Espirituosas 57%
Media 54%
Seguros 52%
Banca 51%
Serviços Financeiros 50%
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
15

16. Desde a crise financeira, a confiança nos bancos foi abalada no Ocidente
O oposto acontece na China, Índia, Japão e Brasil
Confiança na Banca
+12
2008 2011
100%
90% +10 +21 - 46
90% 87%
83%
80%
78% - 10
71% 71%
69% +12 - 21
70%
61%
- 30
60% 54%
52%
50%
48%
44% 44% 46% - 20
40%
40%
30% 25% 26%
23%
20% 16%
10% 6%
0%
China India Japão Brasil França Rússia EUA Alemanha R.U. Irlanda*
Descida 2010-2011: -8 -9 -22
* Nota: Dados referentes
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 for 2009/ 2011
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
16

17. Desde 2009, aumento na industria automóvel no Ocidente
Energia cai na China
Confiança na Indústria
2009 2011
EUA. RU/FR/ALE China
+13 +7
98%
100%
100% +13 +18 100% + 22
90% 90% 85% 82%
- 23
90% 79% 79%
80%
+17 80% +7 80% 75% 75%
72% 73%
70% 66% 67% +13 70%
70%
60% 60% 57%
60% 52% 52%
49% 50%
49% 50% 45% 50%
50% 43%
39% 39% 38% 40% 37% 40%
40%
32%
30% 30% 30%
20% 20% 20%
10% 10% 10%
0% 0% 0%
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 U.S., UK/FR/GER and China
17

18. Empresas e Sociedade
A Caminho do Valor
Partilhado

19. O que importa na reputação corporativa:
Qualidade, Transparência, Confiança, Bem-estar dos colaboradores
Factores de Reputação – Global
Oferece produtos ou serviços de alta qualidade 69%
Tem práticas de negócio transparentes e honestas 65%
É uma empresa em que posso confiar 65%
Trata bem os colaboradores 63%
Comunica o estado dos negócios de forma frequente e honesta 55%
Marca o preço de forma justa e competitiva 55%
É um bom cidadão corporativo 51%
É inovadora nos produtos, serviços e ideias 46%
Tem liderança de topo conceituada e muito admirada 39%
Entrega retorno financeiro consistente aos investidores 39%
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
19

20. Ligeira maioria concorda com Milton Friedman
Milton Friedman: “A responsabilidade social das empresas é aumentar seus lucros”
% que concorda
100%
90% 84%
80%
72% 70% 70%
70% 64%
60%
60% 57% 57% 56% 55%
52% 50%
49% 48%
50% 44% 44% 43% 43%
39% 37%
40% 35%
33%
30%
30%
20%
10%
0%
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
20

21. Em comparação, maiores expectativas para as empresas investirem no
interesse da sociedade nos mercados desenvolvidos e emergentes
Acredita que as empresas devem criar valor para o accionista de forma alinhada
com os interesses da sociedade, mesmo que signifique sacrificar valor para o
accionista
100%
91% 89% 89% 89%
90% 85% 85% 85%
82% 81% 81% 80%
79% 78% 78%
80% 74% 73% 72%
71% 71%
70% 67%
63% 62%
60% 55%
50%
40%
30%
20%
10%
0%
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 23 Countries
21

22. E o governo deve intervir para garantir o comportamento responsável das
empresas
Acredita que o governo deve regular as actividades das empresas para
assegurar que se comportam de forma responsável
100%
90%
82% 82%
80% 74% 73%
70% 69%
70% 67% 66%
63% 63% 62% 61% 61%
58% 57% 56%
60%
53% 53%
50% 49%
48%
50% 44% 42%
40%
30%
20%
10%
0%
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 23 Countries
22

23. Roteiro da Confiança
Um novo avanço

24. Credenciais contam
CEO’s ganham maior terreno, todas as “figuras de autoridade” consideradas
mais credíveis
Porta-voz Credível – Global
2009 2011
100%
90% +8
80%
70% +4 +19
70% 64% +6 +14 -4
62%
60%
53% +2
49% 50%
50% 47% 47%
41% 43% 43%
40% 34%
31% 32%
29%
30%
20%
10%
N/A
0%
Um académico Um perito Um analista CEO Representante Governante Pessoa como Empregado
ou especialista técnico da financeiro ou da de ONG você normal
empresa indústria
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 20 countries (excludes Singapore, UAE and Argentina)
24

25. Credibilidade do CEO maior nos mercados emergentes, mas em ascensão
na maioria dos países
Porta-voz Credível – CEO
Top 10 PIB
100% 2009 2011
+21
90% +31 +16
78%
80% 74% +18
70% 67%
60% 57% 58% +27 +16 +15
51% 49% 50%
+15
50%
43% 43%
40% 39% 38%
40% 34%
30% 24%
23% 23%
19% 18%
20% 16%
10%
0%
Índia Brasil Japão Rússia China França RU Itália EUA Alemanha
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 – Top 10 countries by GDP
25

26. CEO’s e “Pessoas como eu” trocam de posições
Em 2011, CEO’s está na camada superior
Porta-voz credível – Global
2009 2011
Académico/perito 70%
Académico/perito 62%
Perito técnico da empresa 64%
Analista financeiro/indústria 49%
Analista financeiro/indústria 53%
Pessoas como você 47%
CEO 50%
Representante ONG 41%
Representante ONG 47%
Colaborador normal 32%
Governante 43%
CEO 31% Pessoas como você 43%
Governante 29% Colaborador normal 34%
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 20 countries (excludes Singapore, UAE and Argentina)
26

27. Em situações de crise, as pessoas querem ouvir várias fontes
Embora o CEO deva tomar a dianteira
Porta-voz confiado durante Porta-voz favorito durante uma Porta-voz favorito quando a
crise da empresa recolha de produtos comunidade local foi lesada
50% 50%
50%
40% 40% 37% 38%
40%
29% 30%
30% 30%
30%
25%
20% 18% 20%
15% 20% 17% 18%
13%
12%
11% 12%
10% 8% 10%
10%
4% 4% 4% 4%
0% 0%
0%
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 23 countries
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 23 countries
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 23 countries
27

28. Motores de busca, a primeira fonte na procura de informação empresarial
Notícias online, incluindo formatos tradicionais, como segunda fonte
Onde os públicos informados procuram notícias e informações empresarial
Primeira Fonte Segunda Fonte São estas as mesmas fontes que
consultaria no caso de crise
empresarial?
Motores de Busca 29% Notícias Online 23%
Notícias online 19% Imprensa escrita 17%
Não
12%
Imprensa escrita 15% Motores de Busca 16%
Rádio/TV 12% Rádio/TV 14%
Sim
88%
Site da empresa 11% Site da empresa 11%
Amigos e Família 7% Amigos e Família 10%
Social media 5% Social media 7%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
(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 23 countries
28

29. Marcas fortes de media atingem o topo
Fonte de Informação mais confiadas (resposta aberta)
Fontes de Informação Fontes de Informação Fontes de Informação Fontes de Informação
EUA R.U. China Brasil
1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 11%
2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Yahoo 10%
3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Globo 10%
4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. Correio Braziliense 9%
5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. O Globo 7%
6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. Estadao.com 5%
7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. JB 4%
8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Brazilian 3%
9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. Folha de São Paulo 3%
10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. Terra 3%
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 Brazil
29

30. Globalmente, a media tradicional e motores de busca são as fontes mais
confiadas
Credibilidade das Fontes de Informação
Jornais 33%
Tradicional
Televisão 31%
Revistas 28%
Rádio 27%
29%
Múltiplas
Múltiplas
Motores de Busca Online
Fontes
Online
Online
Notícias/RSS 18%
Blogs 11%
Social Media
Sites de partilha de conteúdo, como YouTube 9%
Redes Sociais 9%
Microblogging , como Twitter 7%
Empresa
Comunicação corporativa como press releases 18%
Publicidade Empresa/Produto 11%
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
30

31. Públicos informados precisam de informação de várias fontes,
E têm de a ouvir 3-5 vezes para acreditar
Global
Não
Mais de Dez
Sabe, 2% Uma vez(1); 4%
Vezes (10+), 6%
Seis a Nove
vezes(6-9), 8%
Duas vezes (2); 22%
Quatro ou Cinco
vezes (4 - 5), 26%
3-5 vezes
59%
Três vezes (3); 33%
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 23 countries
31

32. Nos EUA e R.U. cresce o cepticismo
Aumenta o número de pessoas que precisa de ouvir 3+ e 10+ vezes
EUA em 2011
1 vez 2 vezes 3 vezes 4-5 vezes 6-9 10+ Não sabe
US 1% 12% 28% 34% 9% 14% 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3+ vezes: 85% (subida de 15 pt em 2 anos)
R.U. em 2011
1 vez 2 vezes 3 vezes 4-5 vezes 6-9 10+ Não sabe
UK 3% 10% 25% 31% 18% 9% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
3+ vezes: 83% (+ 10 pt em 2 anos)
H137. [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 give me a number.
Informed publics ages 25-64 in the U.S. and the U.K.
32