2012 trust barometer indonesia results

1 © Edelman, 2012. All rights reserved.
2012
EDELMAN TRUST BAROMETER
INDONESIA RESULTS
FEBRUARY 6, 2012

2012 Edelman Trust Barometer – Indonesia Findings
METHODOLOGY OVERVIEW
Twelfth annual study, fourth in Indonesia
Online survey in 25 countries
30,000+ respondents
1,000 general population respondents per country
Ages 18+
Oversample of informed publics*
500 respondents in U.S. and China and 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
GENERAL
PUBLIC
INFORMED
PUBLIC
25-64
INFORMED
PUBLIC
35-64
Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong and Malaysia
Indicates Global Data
APAC Indicates Asia Pacific
Region Data
Indonesia sample:
1,000 general population respondents
& an oversample of 200 Informed Publics
Indicates Indonesia
Data

Edelman Trust Barometer in retrospect
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 spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to
regain trust
2009
Trust is now an essential line of business2010
Rise of authority figures2011 2011: Business must align profit with purpose
2010: Transparency key driver of trust
2009: Business must partner with government
to regain trust
Indonesia findings

THE STATE OF
TRUST

TRUSTERS
NEUTRAL
DISTRUSTERS
GLOBAL 51
China 76
UAE 68
Singapore 67
India 65
Indonesia 63
Mexico 63
Netherlands 61
Hong Kong 61
Canada 58
Malaysia 57
Italy 56
Argentina 54
Australia 53
Brazil 51
Sweden 49
U.S. 49
South Korea 44
Poland 44
U.K. 41
Ireland 41
France 40
Germany 39
Spain 37
Japan 34
Russia 32
GLOBAL 55
Brazil 80
UAE 78
Indonesia 74
China 73
Netherlands 73
Mexico 69
Singapore 67
Argentina 62
India 56
Italy 56
Canada 55
South Korea 53
Sweden 52
Japan 51
Australia 51
Spain 51
France 50
Poland 49
Germany 44
U.S. 42
U.K. 40
Russia 40
Ireland 39
20122011
>
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 23 country global total in 2011 and (across 25 countries in 2012)
Despite some drop in trust, Indonesia remains in the “Trusters” category

TRUST IN INSTITUTIONS – INDONESIA
Q: 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 Indonesia
Indonesia
APAC
Indonesian trust in business and media high and steady
80% 78%
40%
53%
62% 60%
54%
65%
53% 54%
46%
60%
Media Business Government NGOs
Global

50%
TRUST IN MEDIA
all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 countries in 2011 and 25 countries in 2012
2011
Informed Public
2012
Informed Public
TrustTrust SteadyTrust
N/A N/A
Media only institution to see trust rise globally; Indonesia trust levels
remain stable
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%
52%
70%
45%
37%
57%
43%
54%
65%
42%
38%
46%
79%
65%
35%
33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%

Indonesian trust in business ranks highest out of 25 countries
TRUST IN BUSINESS
Q: 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 23 country global total in 2011 and across 25 countries in 2012
N/A N/A
TrustTrust Trust Steady
50%
2011
Informed Public
2012
Informed Public
56%
61%
50%
46%
54%
44%
52%
41%
70%
67%
64%
80%
46%
81%
44%
63%
53%
74%
78%
46%
52%
81%
48%
53%53%
71%
56%
50%
57%
46%
54%
41%
69%
66%
62%
78%
43%
77%
38%
57%
47%
65%
67%
31%
34%
63%
28%
32%
65%
47%

2012
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 Indonesia
TRUST IN INDUSTRIES – INDONESIA, APAC AND GLOBAL
87%
86%
85%
81%
79%
76%
76%
75%
73%
71%
85%
68%
77%
66%
63%
62%
66%
68%
66%
65%
80%
50%
67%
66%
52%
48%
58%
62%
63%
56%
Technology
Banks
Automotive
Food and beverage
Media
Financial services
Pharmaceuticals
Telecommunications
Consumer packaged goods
Energy
In Indonesia, trust in nearly all industries remains high compared to APAC
and global
Indonesia
APAC
Global
-17%
-19%
-19%

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 China, South
Korea, Indonesia, Malaysia & Singapore
TRUST IN BANKS
Over time, trust in banks steady and high in Indonesia
84%
85% 88% 82%
51%
76%
55%
38%
84%
88% 89% 88%
77%
69%
67%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012
China
South
Korea
Indonesia
Malaysia
Singapore

Once (1), 1%
Twice (2), 12%
Three times (3), 35%
Four or Five times (4 - 5),
26%
Six to Nine times (6-9),
8%
Ten or more times (10+),
17%
Three to Five times
61%
Q: 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. Informed publics ages 25-64 in Indonesia
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – INDONESIA
In Indonesia, skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

29%
23%
8%
23%
44%
31%
18%
23%
2011
Informed Public
2012
Informed Public
+ 15
+ 10
Q: 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 Indonesia
TRUST IN INFORMATION SOURCES – INDONESIA
ONLINE MULTIPLE
SOURCES
TRADITIONAL SOCIAL MEDIA CORPORATE
For corporate information, trust in traditional and social media rises

50%
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and 25 countries in 2012
2011
Informed Public
2012
Informed Public
TrustTrust SteadyTrust
N/A N/A
NGOs globally most trusted institution, despite some drops (including
Indonesia)
61%
63%
61% 62%
70% 70%
51%
55%
58%
65% 64%
53%
56%
72% 72%
85%
55%
60%
53%
66%
72%
42%
51%
80%
58%
79%
67% 67%
75% 74%
54%
58%
60%
65%
64%
53%
55%
66% 66%
78%
48%
51%
41%
53%
59%
28%
30%
49%
70%
68%

BUSINESS
GOVERNMENT
DYNAMIC

64%
58%
52%
50%
41%
26%
12%
Technical expert in the company
Academic or expert
Financial or industry analyst
CEO
A person like yourself
NGO representative
Regular employee
73%
71%
70%
57%
47%
33%
30%
Academic or expert
Technical expert in the company
A person like yourself
Financial or industry analyst
CEO
NGO representative
Regular employee
CREDIBLE SPOKESPEOPLE – INDONESIA
20122011
Q: 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 Indonesia
+ 15
+ 29
+ 18
Academics, peers and regular employees gain credibility

35%
36%
37%
62%
38%
37%
49%
50%
69%
70%
70%
72%
72%
72%
74%
75%
PLACES CUSTOMERS AHEAD OF PROFITS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
TREATS EMPLOYEES WELL
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
HAS ETHICAL BUSINESS PRACTICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
- 25
- 25
- 35
- 34
- 10
- 33
- 34
- 34
Business not meeting public’s expectations in Indonesia
Gap
Q: 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 Indonesia (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 Indonesia
INDONESIA
Business
Importance
Company
Performance
-31%
-19%
-37%
-36%
-34%
-29%
-33%
-26%

26%
49%
24%
32%
52%
34%
38%
38%
34%
41%
43%
46%
58%
66%
67%
68%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO
ADDRESS SOCIETAL ISSUES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF
ITS BUSINESS
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL
COMMUNITY IN WHICH THE COMPANY OPERATES
- 30
- 29
- 32
- 6
- 14
- 19
+ 8
- 8
Business not meeting public’s expectations in Indonesia
Gap
Q: 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 Indonesia (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 Indonesia
INDONESIA
Business
Importance
Company
Performance
-31%
-20%
-23%
-5%
-12%
-16%
-17%
-7%

Q: Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Indonesia
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly19%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries6%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis2%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities44%
Government SHOULD NOT PLAY A ROLE in business1%
PROTECT CONSUMERS from irresponsible business practices30%
Indonesia
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
In Indonesia, calls for infrastructure, greater protection and
responsible behavior
19%
31%
25%
16%
4%
4%
Global

THE PATH
FORWARD

INDONESIA
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 Indonesia; 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 Indonesia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
1) Has ethical business practices
2) Innovator of new products
2) Ranks on a global list
4) Delivers consistent financial returns
1) Listens to customer needs and feedback
2) Has ethical business practices
3) High quality products or services
3) Treats employees well
3) Takes actions to address issue or crisis
6) Has transparent and open business
6) Works to protect/improve environment
8) Places customers ahead of profits
9) Positively impacts the local community
10) Addresses society's needs
11) Communicates frequently and honestly
12) Innovator of new products
13) Delivers consistent financial returns
14) Partners with third parties
15) Ranks on a global list
16) Highly regarded, top leadership
Business: from license to operate to license to lead
CURRENT TRUST BUILDING FUTURE TRUST
Societal
Operational
CURRENT TRUST
DRIVEN BY OPERATIONAL
ATTRIBUTES
SOCIETAL ATTRIBUTES
MORE IMPORTANT TO
BUILDING FUTURE
TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust

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