2. 2
The Edelman Trust Barometer over a decade
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible
spokesperson
2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain
trust
2009
Transparency key driver of trust in a multi-channel
and multi-stakeholder environment
2010
3. In Indonesia trust in business continues to be strong
Q: Please tell me how much you TRUST that institution (business) to do what is right. ; Informed Publics ages 25-64 in 20 countries
(global excludes Singapore and UAE)`
4. Technology, banks, automotive continue to be most trusted
industry sectors in Indonesia
Q: How much you TRUST businesses in each of the following industries to do what is right? 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 25-64 in Indonesia
59%
68%
75%
75%
78%
78%
82%
83%
84%
85%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Insurance
CPG manufacturers
Retail
Healthcare
Energy
Food
Pharmaceuticals
Media companies
Banks
Automotive
Technology
2010
81%
2009
81%
67%
77%
5. 85%
75%
78%
82%
59%
46%
61%
64%
46%
34%
58% 60% 58%
50%
33%
75%
64% 62%
69%
53%
72%
62% 60% 59%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Automotive Retail Food Pharmaceuticals Insurance
Indonesia North America EU Asia Pacific BRIC
High optimism in Indonesia across industry sectors
Q: Please tell me how much you TRUST businesses in each of the following industries to do what is right. ; Informed
publics ages 35-64 in 22 countries
6. 79% 79%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global Asia Pacific Indonesia
Fire non-performing
management teams
Higher expectation for accountability in Indonesia
Q: How effective would the following actions be in restoring trust in a company? Informed Publics ages 25-64 in 22
countries
76% 75%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global Asia Pacific Indonesia
Repay bailout or loan
money tothe government
72% 72%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global Asia Pacific Indonesia
Reduce gapbetweensenior
executive andaverage
worker pay
What actions would restore trust in a company
7. 47%
54%
56%
62%
67%
70%
71%
75%
78%
83%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Has highly-regarded and widely admired top leadership
Delivers consistent financial returns to investors
Is an innovator of new products, services or ideas
Is a good corporate citizen
Prices its brands fairly and competitively
Offers high quality products or services
Communicates frequently and honestly on the state of its business
Is a company I can trust
Has transparent and honest business practices
Treats employees well
Indonesia
Corporate reputation based on trust and transparency
as much as quality
Q: How important are each of the following factors to the overall reputation of the company? ; Informed Publics
ages 25-64 in Indonesia
#1
2009
#1
#3
#3
8. Business seen as Private Sector Diplomats
52%
44%
5%
61%
37%
2%
69%
31%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Don’t Know
Global Asia Pacific Indonesia
Partnering with government and NGOs to drive decision making on major societal issues
Q: Do you believe companies are doing Private Sector Diplomacy?
9. Across regions, influence of NGOs rises over time
9
Trust in NGOs
Informed Publics ages 35-64
36%
58%
48%
53%
31%
56%
52%
55%
46%
52%
20%
30%
40%
50%
60%
70%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
US UK/FR/GER China India Indonesia
Q:.Please tell me how much you TRUST that institution t(NGO’s) o do what is right. ; Informed Publics ages 35-64 in US, UK/FR/GER,
India and China, Indonesia
10. 68%
12%
62%
16%
42%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
More likely Less likely
Global Asia Pacific Indonesia
NGO partnerships build trust
Q: Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as
climate change, alleviating poverty or curing diseases, than you would be to trust a company that works alone?
(Net More Likely: Much More + A Little More) Informed Publics ages 25-64 in 22 countries
NGO credibility important determinant
11. Mainstream media
New media
Corporate comm.
15%
34%
34%
22%
25%
43%
47%
35%
38%
42%
46%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Corporate or product advertising
A company’s own website
Corporate communications such as press releases, reports and emails
Social networking sites, e.g. Facebook
Blogs
Free content online sources
Internet search engines, e.g. Google news
News coverage on radio
Articles in newspapers
Television news coverage
Stock or industry analyst reports
Articles in business magazines
11
Q: Please tell me how credible you believe each source of information when you find information about a
company: is it extremely credible, very credible, somewhat credible, or not credible at all? Top 2 Box Informed
publics 25-64 in Indonesia
How credible do you believe each source of information for information about a company
Multi channel stakeholder outreach essential
12. Academics, analysts and CEOs high in trust as credible
spokespeople
Q: Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible
you believe each one of them is as a source of information about the company—is it extremely credible, very credible,
somewhat credible, or not credible at all? (Top 2 box, Very and extremely credible) Informed Publics ages 25-64
62%
57%
53%
40%
30%
24%
65%
52% 51%
41%
45%
32%
61%
48% 49% 47%
41%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An academic or
expert on that
company's industry
or issues
A financial or
industry analyst
A CEO of a company A person like
yourself
Non-profit
organization or NGO
representative
A regular employee
of a company
Indonesia Asia Pacific BRIC
+12
+12
+15
14. A Ten Year Overview of Trust
The 2010 Edelman Trust Barometer is the firm’s 11th trust and credibility survey
The survey was produced by research firm StrategyOne. The survey consisted
of 30-minute telephone interviews conducted in September – December 2009
For the first time, the survey sampled two different age groups concurrently
(25-34 and 35-64)
For more information on the Edelman Trust Barometer and
to view past results, please visit www.edelman.com/trust
