The China findings of the 2011 Edelman Trust Barometer survey, the firm's 11th annual study on trust and credibility.

1. 2011 Edelman Trust Barometer
China findings

2. Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries of which 375 in China
Ages 25 to 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
APAC Select Countries: India, China, Japan, South Korea,
Indonesia, Singapore, Australia (China N=375 aged 25-64; All others N=200
aged 25-64)
2

3. The Edelman Trust Barometer in retrospect
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

4. 2010 Year in review

5. State of Trust
Shifting center of gravity

6. Globally, trust increases in all institutions
Trust in Institutions – 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%
NGOs Business Government 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. Unlike global and APAC peers, China has extremely high trust in
government and media
Trust in Institutions
Global Asia Pacific China
100%
90% 88%
80%
80%
70%
63% 64%
62% 62% 61% 61% 61%
60% 58%
54%
51%
50%
40%
30%
20%
10%
0%
NGOs Business Government Media
A7-A10. 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 23 Countries (global), Asia Pacific and China
7

8. China trust in business steady
Trust in Business (2010 – 2011)
2010 2011
100% +16 Trusters Neutral Distrusters
90%
80%
80% +2 -8
70%
70% 67% 67%
64% 63% 62% 61%
61%
58% 57% 53%
60% 54% 56% 54% 54%
50% 46% 47% 45% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia India Singapore China Australia Japan South
Korea
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 (Global excludes Singapore, UAE and Argentina)
8

9. China trust in government increases, similar to global and APAC movement
Trust in Government (2010 – 2011)
2010 2011
100% +14
Trusters Neutral Distrusters
88%
90%
+5 84%
80% 74% 77%
+5 -6
70% 64% 62% 62% +11
59%
60%
52% 52% 51% 50% 50%
50% 47% 46%
42% 43% 44%
40% 41%
40%
30%
20%
10%
0%
Global APAC US China Singapore Indonesia Australia Japan South India
Korea
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 (Global excludes Singapore, UAE and Argentina)
9

10. China trust in media increases significantly, also similar to global and APAC
movement
Trust in Media (2010 – 2011)
2010 2011
+11
100% +17
Trusters Neutral Distrusters
90% 86%
+7
80%
80% 75%
+4
70%
63% 63%
+12
61%
60% - 11 59% 58%
54% 53%
49% 49% 50% 48%
50% 45%
38%
40% 36%
32%
30%
30% 27%
20%
10%
0%
Global APAC US Indonesia China Singapore South India Japan Australia
Korea
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 (Global excludes Singapore, UAE and Argentina)
10

11. Trust in NGOs now on par with business in emerging markets
More trusted than business in developed markets
Trust in Business and NGOs
Business NGOs
Brazil China U.S. UK/FR/GER
100%
90%
81% 80%
80%
70% 63%
59% 61% 63% 59%
60% 56% 58% 55% 56% 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
11

12. Emerging markets’ trust in NGOs caught up to developed markets’ trust in
NGOs
Trust in NGOs
Informed Publics ages 35-64
US UK/FR/GER India China
70%
65%
60%
59%
55%
55%
53%
52% 53%
50%
48%
45%
40%
36%
35%
31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
A10. [Non-governmental organizations 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 35-64 in US, UK/FR/GER, India and China
12

13. Trust Index 2009 – 2011: Despite China’s higher trust composite score,
other countries outrank it on the Trust Index
2009 2011
China 61 Brazil 80
Brazil 58 Indonesia 74
India 58 China 73
Indonesia 58 Singapore 67
Global 49 India 56
Japan 49 Global 55
Australia 47 S. Korea 53
S. Korea 45 Australia 51
UK 42 Japan 51
Germany 42 France 50
France 41 Germany 44
US 36 US 42
Singapore N/A UK 40
Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Singapore, UAE and Argentina)
13

14. In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
Trust in Institutions – U.S.
Informed Publics ages 25-64
Business Government Media NGOs
80%
70%
63%
63%
60% 59%
Worldwide 54%
Financial Crisis 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.
14

15. Companies headquartered in China among least trusted by global informed
publics, despite rise in trust; all BRIC countries least trusted
Most Trusted National Identity for Companies – Global
2010 2011
Trusted HQ Countries Distrusted HQ Countries
100%
90%
+3
80% 75% 76% 76% 75% 76% 73% 71%
73%
69% 69% 69% 69% 68%
64% 65%
70%
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)
15

16. In APAC, trust in China headquartered companies on the rise
APAC’s Trust in Companies Headquartered in Each Country
2010
2011
Trusted HQ Countries Distrusted HQ Countries
100% +4
+5
90%
80%
80% 77% 75% 77% 73% 77% 77% 75%75% 75%
72% 72% +7
70%69%
70% 67% 67% 69% +10 +7 +7
61%
60%
58% 57%
54% 54% 53%
49%
50% 46% 44%
43% 42%
39% 37%
40%
30%
20%
10%
N/A N/A 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 APAC
16

17. Companies headquartered in China distrusted by a majority of countries;
most emerging markets more trusting
Trust in Companies Headquartered in China
100%
+ 21
90%
83%
80% 75% 74% 73% + 15
70% +10
+ 33
+20
60% +5
53% 52% + 10
+24
50% 47% 46% 45%
43%
39% 40%
40%
33% 32% -6
31% 30% 30% 30%
30% 27% 26% 25% 25%
20% 15% 15%
10%
0%
A13-29. [China 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 in 20 countries (excludes
Singapore, UAE and Argentina)
17

18. BRIC strategy to target emerging economies producing results
Slight image improvement in West
Trust in Companies Headquartered in BRIC
+15
Brazil HQs Russia HQs India HQs China HQs
100% 100% +32 100% 100% + 21
+ 32
90% 86% 90% +12 90% +13
+15 90%
80% +17
80% 80% 80% + 15 74%
+17 +16 70%
70% 65% 70% 70% 65% 70% +33
62% 60% +20
60% 60% 60% 56% -6
60%
53%
+14 +15
50% 44% 50%
43%
50% 50% 45%
40% -6
40% 37%
40%
33% 40% -7 40%
30%
28% 27% 30%
30% 30% 30%
20% 20%
13%
20% 20% 15%
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
18

19. Trust in Biotech and Energy industries fell in China while trust in most other
industries remained high and/or increased
+17 + 7
Trust in Industries – China
98% 2010 2011
100% +23
90% 88%
+20 + 9
90%
83%
- 27
81% 82% 81% 81% +15 - 12
79% 78% 79%
80% 77% 74%
69% 67%
70% 64% 62% 61%
58% 59% 59%
60% 55% 55%
49% 52% 52%
50% 45%
41%
40%
30%
20%
10%
N/A N/A N/A N/A
0%
*Note Wording Changes from 2010:
- Media asked as Media Companies
- Consumer Packaged Goods asked
as Consumer Packaged Goods
Manufacturers
- Food and Beverage asked as Food
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 China.
19

20. China trust in industries differs from global trust; globally, trust in banks
second to last, while in China trust in banks is second overall
Asia
Trust in Industries Pacific
Technology 81% 87% 98% #1
Automotive 69% 77% 82% #4
Telecommunications 68% 78% 88% #3
Food and beverage 66% 66% 52%
Biotech 65% 67% 55%
Retail 65% 71% 78%
Entertainment 63% 67% 64%
Pharmaceuticals 63% 72% 79%
Energy 62% 68% 52%
Consumer packaged goods 59% 59% 41%
OTC personal health care products 57% 61% 62%
Brewing and spirits 57% 54% 55%
Media 54% 64% 81% #5
Insurance 52% 65% 81% #5
Banks 51% 75% 90% #2
Financial services 50% 66% 74%
Significant at 95%
confidence level
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 compared to global
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 in 23 countries, APAC and China.
20

21. Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan
Trust in Banks
+12 2008 2011
100%
90%
87% +10 +21 - 46
90%
83%
80%
78% - 10
71% 69% 71%
70% +12 - 21 - 30
61%
60% 54%
52%
48%
50% 44% 44% 46% - 20
40%
40%
30% 25% 26%
23%
20% 16%
10% 6%
0%
China India Japan Brazil France Russia US Germany UK Ireland*
2010-2011 Drops: -8 -9 -22
*Note: Data for 2009/
2011 displayed
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
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
21

22. Trust in banks is still strong in APAC; Australia the exception, being more in
line with the west
Trust in Banks
+7 2010 2011
100%
92% 90%
- 11
87%
90% 84% 83% 82% +18
80% 75%
71% 69% 71%
70% 64%
60% 53%
50%
40% 37%
33%
30%
20%
10%
0%
Indonesia China India Japan Singapore South Korea Australia
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
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
22

23. Business and Society
Toward shared value

24. High quality, transparency, employee treatment, fair pricing and frequent
communication most important to corporate reputation in China
Reputation Factors Asia
Pacific
Offers high quality products or services 94% 93% 98% #1
Has transparent and honest business practices 92% 90% 97% #2
Is a company I can trust 92% 89% 87%
Treats employees well 92% 91% 97% #2
Prices its brands fairly and competitively 90% 91% 97% #2
Communicates frequently and honestly on the state of
its business 89% 90% 95% #3
Is a good corporate citizen 88% 88% 93%
Is an innovator of new products, services or ideas 87% 85% 82%
Delivers consistent financial returns to investors 79% 84% 92%
Has highly-regarded and widely admired top
leadership 78% 73% 57%
Significant at 95%
confidence level
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
compared to global
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 4 Box, Important)
Informed Publics ages 25-64 in 23 countries, Asia Pacific and China
24

25. China among those least likely to agree with Milton Friedman’s assertion
that ―the social responsibility of business is to increase its profits‖
Milton Friedman: “The social responsibility of business is to increase its profits”
% who agree
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
25

26. By contrast, nearly nine out of 10 in China believe business must align with
society’s interests in creating shareholder value
Believe corporations need to create shareholder value in a way that aligns with
society’s interests, even if that means sacrificing shareholder value
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
26

27. And six out of 10 in China believe government needs to step in to ensure
business behaves responsibly
Believe that government needs to regulate corporations’ activities
to ensure that they are behaving in a responsible manner
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
27

28. Roadmap to Trust
A new way forward

29. Credibility of a ―person like yourself‖ and a regular employee as a source of
information about a company declines; credibility of an academic/expert and
financial/industry analyst increases
Credible Spokespeople – China
2010 2011
100%
+22
90%
80%
73%
70%
+9 - 14
60%
51% 52%
50%
50% 47% 48%
45%
42%
40%
39%
37%
- 12
36%
30%
30%
23%
19%
20%
10% 7%
N/A
0%
An academic CEO Government NGO A financial or Technical Person like Regular
or expert official representative industry expert within yourself employee
analyst the company
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 China.
29

30. CEO credibility gaining globally and in many APAC nations, but steady in
China
Credible Spokespeople – CEO
APAC
100% +20 2010 2011
90%
+7 78%
+14 +13
80%
+10
70% 67% 66% +11
63%
58% 58% 58%
60%
53% 53%
50% 51% 50% 50% 50% 49%
50% 45%
40% 38%
40% 34%
31%
30%
20%
10%
0%
Global APAC US India Japan South Singapore China Indonesia Australia
Korea
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 (Global excludes Singapore, UAE and Argentina)
30

31. In crises, people want to hear from various voices depending on the situation
China
Trusted spokesperson Preferred spokesperson Preferred spokesperson when the
during a company crisis during a product recall local community has been damaged
60% 60% 60%
52%
50% 47% 50% 50%
40% 40% 40% 38%
30% 30% 30%
25%
23%
20% 18% 20% 17% 18% 20% 16%
13%
10% 10%
10% 10% 10%
5%
3% 2% 2%
0% 1%
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 China.
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 China.
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 China.
31

32. In a product recall, informed publics in China want to hear from CEO
Who Informed Publics Want to Hear from During a Product Recall
US APAC China
60% 60% 60%
52%
50% 50% 50%
42%
40% 40% 40%
35%
33%
30% 30% 26% 30%
20% 18% 20% 20% 18% 17%
13% 13%
10%
10% 7% 10% 6% 10%
5%
2% 3%
1% 0%
0% 0% 0%
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 U.S., APAC and China
32

33. When local community damaged, informed publics in China want to hear
from an independent third party and government official
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
US APAC China
50% 47% 50% 50%
40% 40% 40% 38%
34%
30% 30% 30%
24% 23%
22%
20% 20% 20%
15% 16%
13%
10% 10% 10% 10% 10%
10% 7% 10% 10%
6%
2% 2%
0% 0% 0%
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 U.S., APAC and China
33

34. Strong media brands rise to the top
Most relied on source for company information (unaided)
U.S. U.K. China Brazil
Information Sources Information Sources Information Sources Information Sources
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
34

35. China most trusting of TV, newspapers and radio as sources of information
about a company
Trusted Information Sources – Trust a Great Deal
APAC
Television or television news 41% 74%
Traditional
Newspapers 40% 54%
Radio or radio news 28% 42%
Magazines or business magazines 23% 8%
Online search engines 25%
sources
Multiple
13%
Online
News/RSS feeds 18% 7%
Content-sharing sites, such as YouTube 10% 2%
Social Media
Social networking sites 10% 1%
Blogs 8% 4%
Microblogging sites, such as Twitter 7% 1%
Corporate
Corporate communications such as press releases 24% 7%
Corporate/product advertising 11%
2%
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 APAC and China.
35

36. People go to trusted sources first for news and information about companies
Where Informed Publics go for company news and information – China
First Source Second Source
Broadcast (radio/TV) 34% Online news sources 34%
Are these the same types of sources
you consult first for information
Online search engine 30% Online search engine 21% about a business crisis?
Online news sources 23%
No,
Broadcast (radio/TV) 18%
5%
Print
Company website 8% (newspapers/magazines)
12%
Print
(newspapers/magazines)
3% Friends and family 7%
Yes,
Friends and family 2% Company website 6% 93%
Social media 0% Social media 3%
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 China
36

37. Informed Publics in China need to hear something 1-3 times to believe it
China
Six to Nine times
Once (1), 0%
Four or Five times (6-9), 1%
(4 - 5), 9%
Twice (2), 46%
Three times (3), 43%
1-3 times
89%
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 China.
37

38. The Benefits of Trust

39. Through personal action, trust has tangible benefits
Actions Taken Over Past 12 Months – China
Distrusted Companies
_+ Trusted Companies
46% 88%
Refused to buy products/services Chose to buy products/services
50% 57%
Criticized them to a friend/colleague Recommended them to a friend/colleague
21%
Paid more for products/services
34% 27%
Shared negative opinions online Shared positive opinions online
31% 39%
Sold shares Bought shares
F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please
answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in China.
F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust?
Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in China.
39

40. Trust protects reputation
China
When a company is distrusted When a company is trusted
76% will believe
negative information
after hearing it 1-2 times
64%
will believe
positive information
will believe positive 38% after hearing it 1-2 times
information after
7% hearing it 1-2 times
will believe negative information
after hearing it 1-2 times
-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in China.
-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in China.
40

41. Conclusions
Business must align profit and purpose for social
benefit
Current media landscape plus increased
skepticism requires multiple voices and channels
Demand for authority and accountability set new
expectations for corporate leadership
Trust is a protective agent and leads to tangible
benefits and sales; lack of trust is barrier to change
41

42. The Transformation of Trust
Old Trust Framework New Trust Architecture
Control Information
Protect the Brand
Stand Alone
WHAT
Focus Solely on Profit Profit With Purpose
42

44. CEO credibility climbs while ―person like yourself‖ drops to bottom
Credible Spokespeople – China
2010 2011
Government official 52% An academic or expert 73%
CEO 50%
An academic or expert 51%
Government official 47%
NGO representative 48%
NGO representative 42%
CEO 45%
A financial or industry analyst 39%
Person like yourself 37%
Technical expert within the
36%
company
A financial or industry analyst 30%
Person like yourself 23%
Regular employee 19% Regular employee 7%
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 China.
44