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#TrustBarometer
2018 Edelman
Trust Barometer
Special Report:
Trust in Brand China
Online Survey in 28 Markets
18 years of data
33,000+ respondents total
All fieldwork was conducted between
October 28 and November 20, 2017
2
Methodology
2018 Edelman
Trust Barometer
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-marketglobal data margin oferror: General population +/- 0.6%
(N=32,200),half-sample global general online population +/- 0.8
(N=16,100).Market-specific data margin oferror: General population +/-
2.9 (N=1,150).
Trust in Brand China survey data margin oferror: Global 9 Total +/-
1.0% (N=9,000), market-specific data +/- 3.1% (N=1,000).
Special Report:
Trust in Brand China
1,000 respondents in each of 10 markets: China,
and Brazil, Germany, Japan, India, Indonesia,
Russia, S. Africa, U.K., and U.S. (9-market global
totals include the 9 markets not including China)
All fieldwork was conducted online between March 8
and March 11, 2018
Brand China’s
Trust Challenge
Source: 2018 Edelman TrustBarometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific countries.Please indicate
how much you trustglobal companies headquartered in the following countries to do what is right. Use the same nine -pointscale, where one means that
you “do not trust them at all” and nine means thatyou “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample.General
population,26-marketglobal total (excludes China and Colombia),9-marketglobal total,and China.
4
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.
trustgap
56 pt.
trustgap
26-market global average
trust in Brand China
China trust in
Brand China
9-market global average
trust in Brand China
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q9. Below is a listof statements.For each one, please rate how much you
agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree).
General population,9-marketglobal total,and China.
5
Belief in China as Force for Good
Strong at Home—Not Yet Shared Globally
“
If China’s power and
influence keeps growing
it will be good for world peace
and economic stability
In China
94%
agree
9-market
Global average
39%
agree
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 i s right. Use the same nine-
pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust them a greatdeal”. (Top 4 Box, Trust). General population,9-
marketglobal total.
6
Percent who trust global companies headquartered in China
Brand China Not Trusted in 9 Countries Surveyed
83
39
14
21
26
32
40
49 51
58 59
China
Global9
Japan
Germany
U.S.
U.K.
S.Africa
Russia
India
Brazil
Indonesia
TrustNeutralDistrust
Chinesecompanies
face a 44-pointtrust
disadvantage abroad
50%
45%
My perception of Chinese
companies has significantly
improved over the past few years
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or
disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9-
marketglobal total.
7
Percent who agree
Positive Momentum in Key Markets—But Not
Yet Shared in Japan and the West
81
25
30 31
38
46
51
56
59
66
China
Japan
U.S.
Germany
U.K.
S.Africa
Brazil
India
Indonesia
Russia
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust
them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total.
8
Percent who trust CEOs of Chinese companies in
general to do what is right
CEOs of Chinese Companies
Not Trusted Outside China
TrustNeutralDistrust
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
c c c c c c c c c c% trust in home
country companies 67 62 65 86 64 58 80 60 59 66
% trust in
Chinese companies 39 14 21 51 32 26 59 40 49 58
Global9
Japan
Germany
India
U.K.
U.S.
Indonesia
S.Africa
Russia
Brazil
c c c c c c c c c c
28 48 44 35 32 32 21 20
10 8
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 whatis right. Use the sam e nine-pointscale where one means that
you “do not trust them at all” and nine means thatyou “trust them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total.
9
Percentage point gap between trust in global companies headquartered in
respondent’s home country and trust in global companies headquartered in China
Brand China Faces Significant Trust Deficit
Against Native Brands in Key Export Markets
Trust
Gap
TrustNeutralDistrust
Brand China’s
Strengths
50%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
11
Percent who say companies headquartered in China performing well on this attribute
Chinese Companies Seen as Job Creators
OPERATIONS | CUSTOMERS | SOCIETY
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%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
12
Percent who say companies headquartered in China performing well on this attribute
Chinese Companies Seen as Offering Good Value
OPERATIONS | CUSTOMERS | SOCIETY
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%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
13
Percent who say companies headquartered in China performing well on this attribute
Chinese Companies Understand Customer Needs
OPERATIONS | CUSTOMERS | SOCIETY
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%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
14
Percent who say companies headquartered in China performing well on this attribute
Chinese Companies Seen as Innovators
OPERATIONS | CUSTOMERS | SOCIETY
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 TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or
disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9-
marketglobal total.
15
Percent who agree
Chinese Companies Make
Advanced Technology Affordable
OPERATIONS | CUSTOMERS | SOCIETY
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
Opportunities for
Growing Trust
50%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
Average of “Treat employees well” and “Paytheir workers fairly”.
17
Percent who say companies headquartered in China performing well on this attribute
Concerns About Treatment of Employees
OPERATIONS | CUSTOMERS | SOCIETY
36%
Say Chinese companies treat
employees well and pay their
workers fairly
81
18
21
24 26
29
39
47
61 61
China
Germany
Japan
U.S.
U.K.
S.Africa
Brazil
Russia
India
Indonesia
50%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.Average of “Have ethical business practices” and “Have transparent
and open business practices”.
Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means
“stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal 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%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
19
Percent who say companies headquartered in China performing well on this attribute
Concerns About Environmental Impact
OPERATIONS | CUSTOMERS | SOCIETY
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 TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or
disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9-
marketglobal total.
20
Percent who agree
Unsure if Chinese Companies
Making World a Better Place
OPERATIONS | CUSTOMERS | SOCIETY
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
Building a Trusted
Brand China
61
16
Favorable Unfavorable
22
Percent of respondents who trust Chinese companies, comparing those who view
China’s role on the world stage favorably to those with an unfavorable perception
Trust in Chinese Companies Multiplies With
Favorable View of China’s Role on World Stage
Respondents with
favorable views of China’s
influence are nearly
4xmore likely to trust
Chinesecompanies
“Favorable” respondents agree that:
• China’s increasing economic influence in
the world is beneficial for their country
• If China’s power and influence keeps
growing, it will be good for world peace and
global economic stability
• China is a good global citizen
Trust Chinese companies
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. Now we would like to focus on global companie s headquartered in specific countries.Please indicate how
much you trust global companies headquartered in the following countries to do whatis right. Use the same nine-pointscale where one means thatyou “do not trust them at all” and nine means
that you “trust them a greatdeal”. (Top 4 Box, Trust;). General population,9-marketglobal total,among those who view China unfavorably and those who view China favorably. Favorability
Scale built from Q9. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatem entusing a nine-pointscale where one means “stronglydisagree”
and nine means “stronglyagree”.(Top 4 Box, Agree). Unfavorable: average < 4.5 on all three statements shown above;favorable: average > 5.5 on all three statements shown above.
23
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 TrustBarometer:Special Report:Trustin Brand China.Q7. Have you heard about China’s One Beltand One Road economic development
initiative? (Sum of “No” and “Not sure”).Q8. Please rate how much you agree or disagree with the following statementusing a nine-pointscale where one means “strongly
disagree” and nine means “stronglyagree”.(Top 4 Box, Agree), question asked ofthose who are aware of the initiative. General population,9-marketglobal total.
50%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you
agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree).
General population,9-marketglobal total.
24
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 TrustBarometer Special Report:Trustin Brand China.Q6. Thinking back over the past12 months,have any of the following
happened? Please indicate your answer using the five-pointscale below (Code 5,I have definitely done this).General population,9-marketglobal total.
Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusin g a nine-pointscale where
one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total.
.
25
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 considerto
be the bestin the world”
50%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you
agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree).
General population,9-marketglobal total.
26
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
27
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
Supplementary Data
2018 Edelman Trust Barometer
Special Report: Trust in Brand China
29
Percent who say companies headquartered in China are performing well on each attribute
Perceptions of Brand China in Detail
China
Global9
Perception
Gap
Brazil
Germany
India
Indonesia
Japan
Russia
S.Africa
U.K.
U.S.
Product attributes
Innovators of new products, services or ideas 85 54 -31 60 44 73 67 27 65 61 52 42
Understand what people in our country want 84 53 -31 53 44 71 72 28 63 56 49 43
Offer good value for the money 82 50 -32 53 45 65 68 28 57 45 51 40
Offer high quality products or services 85 44 -41 49 34 60 63 22 52 38 43 35
Business practices
Train employees to be part of the workforce of the future 85 50 -35 49 37 71 68 23 60 56 44 39
Have ethical business practices 80 38 -42 47 17 59 62 17 49 35 26 26
Transparent and open business practices 78 36 -42 42 17 56 61 17 44 32 26 26
Treat employees well 81 36 -45 38 19 61 61 20 47 29 26 24
Pay their workers fairly 81 36 -45 40 17 60 60 22 47 28 25 24
Leadership
Highly-regarded and widely admired top leadership 82 43 -39 49 31 64 62 23 54 41 33 31
CEOs are leaders in the community beyond their business 78 42 -36 45 27 63 63 24 52 36 33 30
Strong attribute (50% or greater)
Weak attribute (25% or less)
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
30
Percent who say companies headquartered in China are performing well on each attribute
Perceptions of Brand China in Detail
China
Global9
Perception
Gap
Brazil
Germany
India
Indonesia
Japan
Russia
S.Africa
U.K.
U.S.
Customer engagement
Listen to customer needs and feedback 81 46 -35 55 33 66 66 26 65 41 31 30
Have a public image or heritage I appreciate and relate to 79 40 -39 49 22 62 59 18 57 37 26 27
Invite the public to help shape products, services or policies 79 39 -40 42 21 62 63 21 54 34 26 26
Encourage and facilitate interactions with the public 79 38 -41 44 20 59 63 20 53 34 26 26
Purpose and social responsibility
Create programs to benefit communities where they operate 80 39 -41 42 23 63 62 19 51 36 28 27
Protect and improve the environment 76 34 -42 38 19 58 57 16 40 31 25 25
Good citizenship
Create many new jobs 86 53 -33 62 40 67 69 38 65 50 48 39
Respect our country its traditions and its people 83 43 -40 56 33 59 63 23 55 37 36 30
The profits they make in this country stay in this country 72 39 -33 48 28 58 55 33 49 27 28 29
Pay their fair share of taxes 79 38 -41 44 23 59 59 21 45 34 30 29
Strong attribute (50% or greater)
Weak attribute (25% or less)
Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.

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2018 Edelman Trust Barometer Special Report: Trust in Brand China

  • 2. Online Survey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 2 Methodology 2018 Edelman Trust Barometer 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-marketglobal data margin oferror: General population +/- 0.6% (N=32,200),half-sample global general online population +/- 0.8 (N=16,100).Market-specific data margin oferror: General population +/- 2.9 (N=1,150). Trust in Brand China survey data margin oferror: Global 9 Total +/- 1.0% (N=9,000), market-specific data +/- 3.1% (N=1,000). Special Report: Trust in Brand China 1,000 respondents in each of 10 markets: China, and Brazil, Germany, Japan, India, Indonesia, Russia, S. Africa, U.K., and U.S. (9-market global totals include the 9 markets not including China) All fieldwork was conducted online between March 8 and March 11, 2018
  • 4. Source: 2018 Edelman TrustBarometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific countries.Please indicate how much you trustglobal companies headquartered in the following countries to do what is right. Use the same nine -pointscale, where one means that you “do not trust them at all” and nine means thatyou “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample.General population,26-marketglobal total (excludes China and Colombia),9-marketglobal total,and China. 4 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. trustgap 56 pt. trustgap 26-market global average trust in Brand China China trust in Brand China 9-market global average trust in Brand China
  • 5. Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q9. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total,and China. 5 Belief in China as Force for Good Strong at Home—Not Yet Shared Globally “ If China’s power and influence keeps growing it will be good for world peace and economic stability In China 94% agree 9-market Global average 39% agree
  • 6. Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 i s right. Use the same nine- pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust them a greatdeal”. (Top 4 Box, Trust). General population,9- marketglobal total. 6 Percent who trust global companies headquartered in China Brand China Not Trusted in 9 Countries Surveyed 83 39 14 21 26 32 40 49 51 58 59 China Global9 Japan Germany U.S. U.K. S.Africa Russia India Brazil Indonesia TrustNeutralDistrust Chinesecompanies face a 44-pointtrust disadvantage abroad
  • 7. 50% 45% My perception of Chinese companies has significantly improved over the past few years Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9- marketglobal total. 7 Percent who agree Positive Momentum in Key Markets—But Not Yet Shared in Japan and the West 81 25 30 31 38 46 51 56 59 66 China Japan U.S. Germany U.K. S.Africa Brazil India Indonesia Russia
  • 8. Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total. 8 Percent who trust CEOs of Chinese companies in general to do what is right CEOs of Chinese Companies Not Trusted Outside China TrustNeutralDistrust 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
  • 9. c c c c c c c c c c% trust in home country companies 67 62 65 86 64 58 80 60 59 66 % trust in Chinese companies 39 14 21 51 32 26 59 40 49 58 Global9 Japan Germany India U.K. U.S. Indonesia S.Africa Russia Brazil c c c c c c c c c c 28 48 44 35 32 32 21 20 10 8 Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 whatis right. Use the sam e nine-pointscale where one means that you “do not trust them at all” and nine means thatyou “trust them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total. 9 Percentage point gap between trust in global companies headquartered in respondent’s home country and trust in global companies headquartered in China Brand China Faces Significant Trust Deficit Against Native Brands in Key Export Markets Trust Gap TrustNeutralDistrust
  • 11. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 11 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Job Creators OPERATIONS | CUSTOMERS | SOCIETY 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
  • 12. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 12 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Offering Good Value OPERATIONS | CUSTOMERS | SOCIETY 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
  • 13. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 13 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Understand Customer Needs OPERATIONS | CUSTOMERS | SOCIETY 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
  • 14. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 14 Percent who say companies headquartered in China performing well on this attribute Chinese Companies Seen as Innovators OPERATIONS | CUSTOMERS | SOCIETY 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
  • 15. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9- marketglobal total. 15 Percent who agree Chinese Companies Make Advanced Technology Affordable OPERATIONS | CUSTOMERS | SOCIETY 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
  • 17. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. Average of “Treat employees well” and “Paytheir workers fairly”. 17 Percent who say companies headquartered in China performing well on this attribute Concerns About Treatment of Employees OPERATIONS | CUSTOMERS | SOCIETY 36% Say Chinese companies treat employees well and pay their workers fairly 81 18 21 24 26 29 39 47 61 61 China Germany Japan U.S. U.K. S.Africa Brazil Russia India Indonesia
  • 18. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.Average of “Have ethical business practices” and “Have transparent and open business practices”. Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal 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
  • 19. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total. 19 Percent who say companies headquartered in China performing well on this attribute Concerns About Environmental Impact OPERATIONS | CUSTOMERS | SOCIETY 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
  • 20. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9- marketglobal total. 20 Percent who agree Unsure if Chinese Companies Making World a Better Place OPERATIONS | CUSTOMERS | SOCIETY 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
  • 22. 61 16 Favorable Unfavorable 22 Percent of respondents who trust Chinese companies, comparing those who view China’s role on the world stage favorably to those with an unfavorable perception Trust in Chinese Companies Multiplies With Favorable View of China’s Role on World Stage Respondents with favorable views of China’s influence are nearly 4xmore likely to trust Chinesecompanies “Favorable” respondents agree that: • China’s increasing economic influence in the world is beneficial for their country • If China’s power and influence keeps growing, it will be good for world peace and global economic stability • China is a good global citizen Trust Chinese companies Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. Now we would like to focus on global companie s headquartered in specific countries.Please indicate how much you trust global companies headquartered in the following countries to do whatis right. Use the same nine-pointscale where one means thatyou “do not trust them at all” and nine means that you “trust them a greatdeal”. (Top 4 Box, Trust;). General population,9-marketglobal total,among those who view China unfavorably and those who view China favorably. Favorability Scale built from Q9. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatem entusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). Unfavorable: average < 4.5 on all three statements shown above;favorable: average > 5.5 on all three statements shown above.
  • 23. 23 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 TrustBarometer:Special Report:Trustin Brand China.Q7. Have you heard about China’s One Beltand One Road economic development initiative? (Sum of “No” and “Not sure”).Q8. Please rate how much you agree or disagree with the following statementusing a nine-pointscale where one means “strongly disagree” and nine means “stronglyagree”.(Top 4 Box, Agree), question asked ofthose who are aware of the initiative. General population,9-marketglobal total.
  • 24. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. 24 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.
  • 25. 50% Source: 2018 Edelman TrustBarometer Special Report:Trustin Brand China.Q6. Thinking back over the past12 months,have any of the following happened? Please indicate your answer using the five-pointscale below (Code 5,I have definitely done this).General population,9-marketglobal total. Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusin g a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. . 25 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 considerto be the bestin the world”
  • 26. 50% Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total. 26 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
  • 27. The Future of Brand China Requires Both Action and Communication 27 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
  • 28. Supplementary Data 2018 Edelman Trust Barometer Special Report: Trust in Brand China
  • 29. 29 Percent who say companies headquartered in China are performing well on each attribute Perceptions of Brand China in Detail China Global9 Perception Gap Brazil Germany India Indonesia Japan Russia S.Africa U.K. U.S. Product attributes Innovators of new products, services or ideas 85 54 -31 60 44 73 67 27 65 61 52 42 Understand what people in our country want 84 53 -31 53 44 71 72 28 63 56 49 43 Offer good value for the money 82 50 -32 53 45 65 68 28 57 45 51 40 Offer high quality products or services 85 44 -41 49 34 60 63 22 52 38 43 35 Business practices Train employees to be part of the workforce of the future 85 50 -35 49 37 71 68 23 60 56 44 39 Have ethical business practices 80 38 -42 47 17 59 62 17 49 35 26 26 Transparent and open business practices 78 36 -42 42 17 56 61 17 44 32 26 26 Treat employees well 81 36 -45 38 19 61 61 20 47 29 26 24 Pay their workers fairly 81 36 -45 40 17 60 60 22 47 28 25 24 Leadership Highly-regarded and widely admired top leadership 82 43 -39 49 31 64 62 23 54 41 33 31 CEOs are leaders in the community beyond their business 78 42 -36 45 27 63 63 24 52 36 33 30 Strong attribute (50% or greater) Weak attribute (25% or less) Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
  • 30. 30 Percent who say companies headquartered in China are performing well on each attribute Perceptions of Brand China in Detail China Global9 Perception Gap Brazil Germany India Indonesia Japan Russia S.Africa U.K. U.S. Customer engagement Listen to customer needs and feedback 81 46 -35 55 33 66 66 26 65 41 31 30 Have a public image or heritage I appreciate and relate to 79 40 -39 49 22 62 59 18 57 37 26 27 Invite the public to help shape products, services or policies 79 39 -40 42 21 62 63 21 54 34 26 26 Encourage and facilitate interactions with the public 79 38 -41 44 20 59 63 20 53 34 26 26 Purpose and social responsibility Create programs to benefit communities where they operate 80 39 -41 42 23 63 62 19 51 36 28 27 Protect and improve the environment 76 34 -42 38 19 58 57 16 40 31 25 25 Good citizenship Create many new jobs 86 53 -33 62 40 67 69 38 65 50 48 39 Respect our country its traditions and its people 83 43 -40 56 33 59 63 23 55 37 36 30 The profits they make in this country stay in this country 72 39 -33 48 28 58 55 33 49 27 28 29 Pay their fair share of taxes 79 38 -41 44 23 59 59 21 45 34 30 29 Strong attribute (50% or greater) Weak attribute (25% or less) Source: 2018 Edelman TrustBarometer:Special Report:Trustin 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-pointscale where one means theyare “performing extremelypoorly” and nine means theyare “performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.