2018 Edelman Trust Barometer - China

2018 Edelman
Trust Barometer
China

2
Methodology
2018 Edelman
Trust Barometer
Online Survey in 28 Markets
18 years of data
33,000+ respondents total
All fieldwork was conducted between
October 28 and November 20, 2017
General Online Population
7 years in 25+ markets
Ages 18+
1,150 respondents per market
All slides show general online
population data unless otherwise noted
Mass Population
All population not including informed public
Represents 85% of total global population
Informed Public
10 years in 20+ markets
Represents 15% of total global
population
500 respondents in U.S. and China;
200 in all other markets
Must meet 4 criteria:
Ages 25-64
College educated
In top 25% of household income per
age group in each market
Report significant media consumption
and engagement in business news
28-markets 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+), half-sample global general online
population +/- 0.8 (N=16,100).
Market-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N = min 200, varies by
market), China and U.S. +/- 4.4% (N=500), mass population +/-
3.0 to 3.6 (N =min 740, varies by market).

Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a market's trust in the institutions
of government, business, media and NGOs. General population,
28-markets global total.
4
Average trust in institutions,
general population, 2017 vs. 2018
Trust Index
A World
of Distrust
Biggest changes in
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 The Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong, China
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
U.S. -9
China +7
S. Korea +6
UAE +6
Italy -5
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
Trust decline in the U.S. is
the steepest ever measured
48 Global
74 China
71 Indonesia
68 India
66 UAE
58 Singapore
54 Mexico
54 The Netherlands
53 Malaysia
49 Canada
47 Argentina
47 Colombia
47 Spain
46 Turkey
45 Hong Kong, China
44 Brazil
44 S. Korea
43 Italy
43 U.S.
41 Germany
41 Sweden
40 Australia
40 France
39 Poland
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
2017
General Population
2018
General Population
Global Trust Index remains at distruster level
20 of 28 markets are distrusters, up 1 from 2017

Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a market's trust in the institutions
of government, business, media and NGOs. Informed public,
28-markets global total.
5
Average trust in institutions,
informed public, 2017 vs. 2018
Trust Index
Informed Public
Declines to Neutral
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 The Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong, China
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
2017
Informed Public
2018
Informed Public
Biggest changes in
U.S. -23
Argentina +9
Sweden +9
Malaysia +8
Turkey +7
U.S. Trust Index crashes
23 points
A 1-point decline in the Global Trust Index
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
59 Global
83 China
81 Indonesia
77 India
76 UAE
70 Singapore
67 The Netherlands
65 Malaysia
65 Mexico
62 Canada
60 Argentina
57 Italy
57 Turkey
56 France
56 Sweden
55 Australia
55 Spain
54 Germany
52 U.K.
51 Brazil
50 Colombia
50 S. Korea
49 Hong Kong, China
48 Ireland
48 Poland
47 Russia
46 Japan
45 S. Africa
45 U.S.

Source: 2018 Edelman Trust Barometer. TRU_INS. 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, 28-markets global total.
6
Percent trust in each institution, and change from 2017 to 2018
No Recovery in Trust
53 52
41 43
53 52
43 43
67
65
53 53
64 64
53 53
-3 -1 0 0
Business MediaNGOs Government
0 0 +2 0
Informed
Public
General
Population
20182017
Y-to-Y Change− +0

Trust Divides
In and Out of
China

Percent trust in each institution, and change from 2017 to 2018
73
81
86
7776
85 89
80
61
67
76
6566
74
84
71
Source: 2018 Edelman Trust Barometer. TRU_INS. 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, China. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,
China.
8
China Keeps Rising
+5 +7 +8 +6
+3 +4 +3 +3
20182017
Business MediaNGOs Government
7-point increase
Rose from 3rd place to 1st place
General Population
4-point increase
Rose from 2nd to 1st place
Informed Public
83
TRUST
INDEX
74TRUST
INDEX
Y-to-Y Change− +0

43
14
18
24 25 27 28
33 33 34 35 35 36 37
41 43 44 45 46 46 46 46
51
54
65
70
73
77
84
Global28
S.Africa
Brazil
Colombia
Poland
Italy
Mexico
France
U.S.
Spain
Australia
Ireland
U.K.
Japan
Argentina
Germany
Russia
S.Korea
Canada
HongKong,
China
Malaysia
Sweden
Turkey
The
Netherlands
Singapore
India
Indonesia
UAE
China
Source: 2018 Edelman Trust Barometer. TRU_INS. [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, 28-markets global total.
9
Trust in Government is Dominant
Percent trust in government, and change from 2017 to 2018
l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8
Distrusted in 21 markets
TrustNeutralDistrust
Y-to-Y Change− +0

10
Government Most Broken
in the U.S.
Which institution is the
most broken?
Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the
following statements? General population, U.S. and China.
Government
59%
Government
Government Path
to Better Future in China
Which institution is most likely
to lead to a better future?
68%
%
%
%

43
30 31 32 32 32 33 33 34 35 35
39 40 42 42 43 43 43 44 45 47 48 49
52
55 56
61
68
71
Global28
Turkey
Australia
Japan
Sweden
U.K.
France
Ireland
Poland
Russia
S.Africa
Argentina
S.Korea
Germany
U.S.
Brazil
Colombia
HongKong,
China
Spain
Italy
Malaysia
Mexico
Canada
Singapore
The
Netherlands
UAE
India
Indonesia
China
Source: 2018 Edelman Trust Barometer. TRU_INS. [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, 28-markets global total.
11
Percent trust in media, and change from 2017 to 2018
Media Trusted in China But Least-Trusted
Institution Globally
Distrusted in 22 of 28 of markets
l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
Y-to-Y Change− +0

Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling
its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, China.
12
Percent of respondents who feel they are experiencing these
consequences as a result of media not fulfilling its responsibilities, in China
Lack of Confidence in Media Undermining Trust and Truth
I am not sure what is true
and what is not
Loss of Truth
I do not know which politicians to trust
Loss of Trust
in Government Leaders
I don't know which companies
or brands to trust
Loss of Trust
in Business
30% 43% 46%
MEDIA | JOURNALISM | PLATFORMS

52
36 36
40 41 42 42 43 43 44 44 45 46 47 48 49 49
53 54 56 57
60 60
64
68 70
74 74
78
Global28
HongKong.
China
S.Korea
Ireland
Russia
France
Japan
Poland
U.K.
Argentina
Germany
Australia
Turkey
Sweden
U.S.
Canada
Spain
S.Africa
Italy
Singapore
Brazil
Malaysia
The
Netherlands
Colombia
UAE
Mexico
China
India
Indonesia
Source: 2018 Edelman Trust Barometer. TRU_INS. [BUSINESS 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, 28-markets global total.
13
Percent trust in business, and change from 2017 to 2018
Business Takes Biggest Leap
among all Markets
l llllllllllllllllllllllllllll0 +2 +7 -1 +2 -8 +1 +3 -2 -1 +1 -3 +3 +1 -10 -1 +3 -3 -1 -2 -4 +4 0 0 +4 +3 +7 0 +2
Y-to-Y Change− +0

Understand the Trust
Status of Chinese Brands
Through Global Lens

Source: 2018 Edelman Trust Barometer. TRU_NAT. 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 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), countries shown to half of the sample. General
population, 26-market global total (excludes China and Colombia), 9-market global total, and China.
15
Trust in companies headquartered in China, among Chinese respondents vs.
respondents outside China, from 2014 to 2018
Trust in Brand China Rising at Home, Flat Globally
74 73
76
83
90
32 31 31 32
33
34 34 33
36
34
2014 2015 2016 2017 2018
40 pt.
trust gap
56 pt.
trust gap
26-market global average
trust in Brand China
China trust in
Brand China
trust in Brand China

36
7
16 18 20 22 24 25 25 25 25 26 27 29 30 32 33 34
39 41 42 44 46 48
53 53
61
64
90
Global28
Japan
S.Korea
Ireland
Germany
Poland
Sweden
Australia
Canada
France
U.K.
U.S.
HongKong,China
Italy
Spain
S.Africa
TheNetherlands
Singapore
Turkey
Russia
India
Argentina
Malaysia
Brazil
Colombia
Mexico
UAE
Indonesia
China
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample. General
Population, 28-market global totals.
16
Trust in companies headquartered in China, and change from 2017 to 2018
Brand China Broadly Distrusted Outside of China
Y-to-Y Change− +0
l llllllllllllllllllllllllllll+1 +1 -5 -1 +2 0 +4 +2 +5 +5 -2 -3 +2 -2 -1 -3 +2 +3 +4 -6 -3 -1 +3 -8 -3 0 +15 +3 +7
Distrusted in 22 of 28 of markets

Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q5. We would like you to think about the CEOs of Chinese companies. Please indicate how
much you trust the following CEOs to do what is right. Use the following 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, 9-market global total.
17
Percent who trust CEOs of Chinese companies in
general to do what is right
CEOs of Chinese Companies
Not Trusted Outside China
81
34
11
19
22 23
33
42
45
52 54
China
Global9
Japan
Germany
U.S.
U.K.
S.Africa
Brazil
Russia
India
Indonesia

50%
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in China on how well you think they are
performing in general 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 4 Box, Performing well). General population, 9-market global total. Average of “Have ethical business practices” and “Have transparent
and open business practices”.
Callout: Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means
“strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total.
18
Percent who say companies headquartered in China performing well on this attribute
Concerns About Business Practices
OPERATIONS | CUSTOMERS | SOCIETY
37%
Say Chinese companies have
ethical, transparent and open
business practices
More than 1 in 2
believe many Chinese companies unfairly use
innovations, copyrighted ideas and technology
that belong to others for their own profit
79
17 17
26 26
34
45 47
58
62
China
Germany
Japan
U.K.
U.S.
S.Africa
Brazil
Russia
India
Indonesia

50%
“performing extremely well”. (Top 4 Box, Performing well). General population, 9-market global total.
19
Concerns About Environmental Impact
34%
Say Chinese companies protect
and improve the environment
76
16
19
25 25
31
38 40
57 58
China
Japan
Germany
U.K.
U.S.
S.Africa
Brazil
Russia
Indonesia
India

50%
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or
disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-
market global total.
20
Percent who agree
Unsure if Chinese Companies
Making World a Better Place
37%
Say Chinese companies are
making the world a better place
85
17
27
29 32
35
43 45
51 51
China
Japan
U.S.
Germany
U.K.
S.Africa
Brazil
Russia
India
Indonesia

50%
21
Chinese Companies Seen as Job Creators
53%
Say Chinese companies
create many new jobs
86
38 39 40
48 50
62
65 67 69
China
Japan
U.S.
Germany
U.K.
S.Africa
Brazil
Russia
India
Indonesia

50%
22
Chinese Companies Seen as Offering Good Value
50%
Say Chinese companies offer
good value for the money
82
28
40
45 45
51 53
57
65
68
China
Japan
U.S.
Germany
S.Africa
U.K.
Brazil
Russia
India
Indonesia

50%
23
Chinese Companies Understand Customer Needs
53%
Say Chinese companies
understand what people in our
country want
84
28
43 44
49
53
56
63
71 72
China
Japan
U.S.
Germany
U.K.
Brazil
S.Africa
Russia
India
Indonesia

50%
24
Chinese Companies Seen as Innovators
54%
Say Chinese companies are
innovators of new products,
services or ideas
85
27
42 44
52
60 61
65 67
73
China
Japan
U.S.
Germany
U.K.
Brazil
S.Africa
Russia
Indonesia
India

50%
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you agree or
disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-
market global total.
25
Percent who agree
Chinese Companies Make
Advanced Technology Affordable
59%
Say Chinese companies do a
good job making advanced
technology affordable for the
average person
78
27
51 54
60 62
67 68 69 71
China
Japan
U.S.
Germany
U.K.
Brazil
Russia
S.Africa
Indonesia
India

26
Percent who agree or disagree China’s One Belt
and One Road economic development initiative
will have a positive impact on the world
‘One Belt and One Road’ Initiative Seen
as Positive—But Awareness Still Low
4
78
94
90 89 87 85
77
67
59
48
China
9-market
total
Germany
S.Africa
U.K.
U.S.
Brazil
Russia
Indonesia
Japan
India
Percent who have not heard of the initiative
16%
Neutral
55%
Positive impact
28%
Not a positive impact
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q7. Have you heard about China’s One Belt and One Road economic development
initiative? (Sum of “No” and “Not sure”). Q8. Please rate how much you agree or disagree with the following statement using a nine-point scale where one means “strongly
disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of those who are aware of the initiative. General population, 9-market global total.

Understand the Trust
Status of Brand US

Source: 2018 Edelman Trust Barometer. TRU_NAT. 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 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), countries shown to half of the sample. General population, 26-market global total (excludes Colombia and
U.S.) and U.S.
28
Trust in companies headquartered in the U.S., among respondents in U.S. vs. outside
U.S., and trust in companies headquartered in 15 other countries, from 2014 to 2018
Trust in Brand U.S. Declines
at Home and Abroad
69
65
67
74
66
60
56 56
54
48
53
48
50 51
51
2014 2015 2016 2017 2018
trust in Brand U.S.
U.S. trust in
Brand U.S.
trust in 15 other countries
U.S. trust
advantage
vanishes

50
15
24
29 29
36
39 40
43 44 44 44
47 48 48 48 49 50
54
57
59 59
66 66 67 67 67
73
78
Global28
Russia
Germany
Ireland
Turkey
Sweden
U.K.
France
Canada
Australia
HongKong
TheNetherlands
Spain
Argentina
Italy
Japan
Malaysia
S.Africa
Poland
S.Korea
Mexico
Singapore
China
U.S.
Brazil
Colombia
UAE
Indonesia
India
l llllllllllllllllllllllllllll-5 -2 -8 -6 -4 -7 -7 -4 -7 -6 -10 -9 -12 -6 -11 -3 -7 -5 -1 -3 -15 -6 +8 -8 -6 -6 +6 -5 -6
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General
population, 28-market global total.
29
Trust in companies headquartered in the United States,
and change from 2017 to 2018
Brand U.S. Broadly Distrusted
Y-to-Y Change− +0
Largest
decline in Mexico
Largest
increase in China

30
Percent of Chinese respondents who say companies headquartered in the
U.S. are performing well on each attribute
High Opinion of Brand U.S. in China
78
80
80
81
82
83
Good citizenship
Purpose and social responsibility
Leadership
Business practices
Customer engagement
Product attributes
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q2. Please rate global companies headquartered in the U.S. on how well you think they are
“performing extremely well”. (Top 4 Box, Performing well). General population, China.
#1Highest-rated attribute
Offer high-quality products or
services (85%)

31
Attributes on which Chinese respondents rate U.S. companies higher than Chinese companies, and attributes on
which they rate Chinese companies higher than U.S. companies
Chinese Perceptions of
Brand China vs. Brand U.S.
U.S. companies rated higher on: Chinese companies rated higher on:
Work to protect and improve the environment
Invite the public to contribute to and help shape their
products, services or policies
Have a public image or heritage that I can appreciate and
relate to
Actively encourage and facilitate conversations and
interactions with the public
Respect our country, its traditions, and its people
Understand what kinds of products and services people in
our country want
Create many new jobs
Train their employees so they have the skills they need to
be part of the workforce of the future

32
Percent who say companies headquartered in the U.S. are performing well on
each attribute
Chinese Perceptions of Brand U.S. in Detail
80
80
79
81
81
81
83
80
82
84
85
Highly-regarded and widely admired top leadership
CEOs are leaders in the community beyond their business
Transparent and open business practices
Treat employees well
Pay their workers fairly
Have ethical business practices
Train employees to be part of the workforce of the future
Understand what people in our country want
Offer good value for the money
Innovators of new products, services or ideas
Offer high quality products or services
Leadership
Business
practices
Product
attributes

33
Percent who say companies headquartered in the U.S. are performing
well on each attribute
Chinese Perceptions of Brand U.S.
80
80
74
78
78
83
82
82
82
82
Protect and improve the environment
Create programs to benefit communities where they operate
The profits they make in this country stay in this country
Respect our country its traditions and its people
Pay their fair share of taxes
Create many new jobs
Listen to customer needs and feedback
Invite the public to help shape products, services or policies
Have a public image or heritage I appreciate and relate to
Encourage and facilitate interactions with the public
Good citizenship
Purpose and social
responsibility
Customer
engagement

Opportunities for
Building a Trusted
Brand China

50%
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you
agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree).
General population, 9-market global total.
36
Percent who agree
Tell Your Story
58%
Say it is difficult for people to
get to know Chinese
companies because they do
not regularly tell us about
themselves
Nearly 6 in 10 agree
“Most of what I know about Chinese
companies is based on what I see in the
media rather than on personal experience.”
54
44
53
57 57 58 59
63 64 65
China
Japan
Brazil
Indonesia
Russia
U.S.
S.Africa
Germany
India
U.K.

50%
Source: 2018 Edelman Trust Barometer Special Report: Trust in Brand China. Q6. Thinking back over the past 12 months, have any of the following
happened? Please indicate your answer using the five-point scale below (Code 5, I have definitely done this). General population, 9-market global total.
Callout: Q3. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where
one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree). General population, 9-market global total.
.
37
Percent who have definitely done the following over the past 12 months
Promote Your Brand
41%
Over the past 12 months, I have
used a product or service from a
Chinese company
75
18
27
33 33
44 46
49
55
61
China
Japan
U.K.
Germany
U.S.
Brazil
India
Indonesia
S.Africa
Russia
43%
agree that “There is at least one
Chinese brand that I consider to
be the best in the world”

50%
Source: 2018 Edelman Trust Barometer: Special Report: Trust in Brand China. Q3. Below is a list of statements. For each one, please rate how much you
agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree).
General population, 9-market global total.
38
Percent who agree
Share Your Values
29%
Say the values and views of most
Chinese companies match my own
74
12
19
23 24 24
31 33
45
48
China
Japan
Germany
U.K.
S.Africa
U.S.
Brazil
Russia
India
Indonesia

The Future of Brand China
Requires Both Action and Communication
39
Build on Strengths Address Opportunities Tell Your Story
Job creation
Good value
Customer satisfaction
Innovation
Affordable technology
Employee relations
Transparency and ethics
Environmental impact
Global citizenship
Benefits of China’s growth for
rest of world
One Belt and One Road
Values and views

41
Panel
Discussion
Host:
• Jesse Lin, Chief Executive Officer,
Edelman Asia Pacific, Middle East &
Africa
Panelists:
• Hong Fan, Director of National Image
Research Center, Professor of School of
Journalism and Communication
• Richard Edelman, President and CEO of
Edelman
• David S. Aikman, Chief Representative
Officer, China, WEF
• Xinhao He, Founder, ROI Festival

42
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2018 Edelman Trust Barometer - China