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Edelman Trust Barometer 2019 - UK Results

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The 2019 Edelman Trust Barometer is the firm’s 19th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.

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Edelman Trust Barometer 2019 - UK Results

  1. 1. #TrustBarometer 2019 EDELMAN TRUST BAROMETER UK Supplement
  2. 2. Methodology 19th ANNUAL EDELMAN TRUST BAROMETER Online Survey in 27 Markets 33,000+ respondents total All fieldwork was conducted between October 19 and November 16, 2018 A supplementary survey was conducted in the UK between December 18 2018 and January 8, 2019. More detail on the methodology for this survey can be found on slide 3. 27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 0.8 (N=15,525). 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 739, varies by market). Employee MOE: 27-market = +/- 0.8% (N=16,944) Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market) 2 General Online Population • 1,150 respondents per market • Ages 18+ • All slides show general online population data unless otherwise noted Mass Population • All population not including informed public • Represents 84% of total global population Informed Public • 500 respondents in U.S. and China; 200 in all other markets • Represents 16% of total global population • 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 public policy and business news 2019 Focus on Employer-Employee Relationship 55% of global general population are full- or part-time employees (but not self-employed) Oversample of employees of multinational companies: 500 respondents per market
  3. 3. 3 2019 UK TRUST SUPPLEMENT JAN Online Survey in the UK All fieldwork was conducted between 18 December 2018 and 8 January 2019 Total sample size: 2,350 General Population - 2,000 respondents - Ages 18+ - Nationally representative of the UK population in terms of gender, age, and region - All slides show General Population unless otherwise noted High Net Worth - Boost of 100 respondents - Annual household income of £100,000 - Non-property assets of £650,000+ Low Income Households - Boost of 250 respondents - Annual household income of £15,000 or less This symbol denotes UK data from the UK supplementary survey Methodology
  4. 4. Divided by Trust
  5. 5. 5 Global Trust Index increases 3 pts to neutral 15 of 26 markets are distrusters, down 3 from 2018 2019 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, 26-market average. Average trust in institutions, general population, 2018 vs. 2019 Trust Index DISTRUST CONTINUES GLOBALLY Biggest changes in 49 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 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 40 Australia 40 France 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia Hong Kong +10 Australia +8 Canada +7 Russia -7 S. Africa +7 Spain -7 52 Global 79 China 73 Indonesia 72 India 71 UAE 62 Singapore 59 Malaysia 58 Mexico 56 Canada 55 Hong Kong 54 The Netherlands 52 Colombia 49 U.S. 48 Australia 46 Argentina 46 Brazil 46 Italy 46 S. Korea 45 S. Africa 45 Turkey 44 France 44 Germany 43 U.K. 42 Ireland 40 Spain 39 Japan 29 Russia 2018 General Population 2019 General Population Trust (60-100) Neutral (50-59) Distrust (1-49)
  6. 6. Trust (60-100) Neutral (50-59) Distrust (1-49) 50 Global 76 China 69 Indonesia 69 Saudi Arabia 68 UAE 66 India 60 Singapore 58 Malaysia 54 Canada 54 Mexico 54 The Netherlands 52 Hong Kong 51 Colombia 47 U.S. 46 Australia 46 Italy 45 Argentina 44 S. Africa 44 S. Korea 43 Brazil 42 Germany 41 France 41 Ireland 41 Turkey 40 U.K. 39 Spain 37 Japan 28 Russia Average trust in institutions, informed public vs mass population, 2019 Trust Index A DISUNITED KINGDOM 6 Mass population 14 points less trusting 18 markets with double-digit trust gaps 2019 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 and mass population. 27-market average. 64 Global 88 China 84 Saudi Arabia 83 India 83 Indonesia 83 UAE 74 Canada 70 Malaysia 69 Singapore 68 Mexico 67 The Netherlands 66 Hong Kong 64 U.K. 61 S. Korea 60 Germany 60 U.S. 59 Australia 59 France 56 Colombia 53 Argentina 53 Italy 53 Japan 53 S. Africa 53 Turkey 51 Brazil 48 Ireland 47 Spain 35 Russia 2019 Informed Population 2019 Mass Population Trust Gap 14 12 14* 15 15 17* 9 12 20* 14 13 14 5 13 13 7 8 9 17* 8 17* 18 7 12 24* 8 16 7 *highest-ever trust inequality
  7. 7. An Anxious Britain
  8. 8. TWO THIRDS BELIEVE THE COUNTRY IS ON THE WRONG TRACK 8 2019 Edelman Trust Barometer UK Supplement. Q4: Do you feel the UK as a country is on the right track, or on the wrong track? Base: UK General Population (n=2,000), Men (n=980), Women (n=1,020), High Net Worth (n=190), Low Income Households (n=565), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528) 65% 60% 70% 52% 68% 43% 82% 40% 80% 35% 40% 30% 48% 32% 57% 18% 60% 20% Male High Net Worth Voted Leave Conservative Female Low Income Voted Remain Labour General Population WRONG TRACK RIGHT TRACK JAN
  9. 9. BRITS UNITED ON THEIR SENSE OF INJUSTICE & DESIRE FOR CHANGE 9 2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9- point scale; top 4 box, true. Informed public and mass population, 27-market average. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored] Sense of injustice 72 70 Desire for change 68 73 Lack of confidence 70 72 Lack of hope 30 21 Mass Population 14 33 53 Working ForMe NotSure FailingMe 19 41 40 Working ForMe NotSure FailingMe Percent who agree the system is… Informed Public How true is this for you? Less than 1 in 5 of both groups think the system is working for them
  10. 10. NEARLY HALF OF BRITS BELIEVE THEIR STANDARD OF LIVING WILL GET WORSE OVER THE NEXT YEAR 2019 Edelman Trust Barometer UK Supplement. Q13. Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will get better, get worse or stay the same over the course of 2019? Q14. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? Base: 2016 UK General Population (n=1,000), 2017 UK General Population (n=1,150), 2018 UK General Population (n=2,000), 2019 UK General Population (n=2,000) 10 25 30 36 43 51 43 36 38 19 22 20 11 2016 2017 2018 2019 23 26 28 32 37 32 30 31 31 34 33 25 2016 2017 2018 2019 CHANGE IN STANDARD OF LIVING OVER THE NEXT YEAR CHANGE IN ECONOMIC PROSPECTS OVER THE NEXT 5 YEARS It will get worse It will get betterIt will stay the same JAN It will get worse It will get betterIt will stay the same
  11. 11. Reasons they believe they and their families will be worse off in five years’ time RISING COST OF LIVING, WAGE STAGNATION AND HOUSING COSTS DRIVE LONGER-TERM ECONOMIC PESSIMISM 11 NB: The answer option “The new Budget is not good for me and my family”, which was chosen by 16% of respondents in 2018, was not included in the 2019 survey as it was not relevant. 2018 Edelman Trust Barometer UK Supplement. Q25: Why do you think you and your family will be worse off in five years’ time? UK General Population who think they will be worse off (n=558) 2019 Edelman Trust Barometer UK Supplement. Q15. Why do you think you and your family will be worse off in five years’ time? UK General Population who think they will be worse off (n=632) JAN 73% 46% 44% 28% 18% 11% 8% 8% 66% 47% 37% 25% 14% 12% 5% 10% The everyday things I need will get more and more expensive My wages will not go up with the cost of living My housing costs will be higher There will be fewer job opportunities in the UK The opportunities where I live will get worse I don’t think I will be able to repay my existing debts The sector I work in is in decline, or may be automated Something else 2019 2018
  12. 12. Brexit Driving Uncertainty and Concern
  13. 13. Biggest concerns about the future of the U.K, 2018 vs. 2019 JUMP IN CONCERN ABOUT THE COUNTRY’S UNCERTAIN FUTURE 13 2018 Edelman Trust Barometer UK Supplement. Q30. What are your biggest concerns about the future of the UK? Base: UK General Population (n=2,000) 2019 Edelman Trust Barometer UK Supplement. Q12. What are your biggest concerns about the future of the UK? Base: UK General Population (n=2,000) 39% 46% 40% 37% 24% 16% 19% 4% 51% 46% 44% 34% 24% 18% 14% 4% Uncertainty about the UK’s trading relationship with Europe and the rest of the world People becoming less tolerant of others, and more extreme in their views The divide between the rich and the poor getting bigger The values that make this country great disappearing Fewer job opportunities as a result of economic uncertainty The country no longer being seen as a global leader Fewer job opportunities because of automation Something else 2018 2019 JAN
  14. 14. 14 2019 Edelman Trust Barometer UK Supplement. Q23.To what extent do you agree or disagree with the following statements regarding Brexit? [Top 4 Box, Agree] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), THE BREXIT BREAK UP Percent who agree with each statement JAN Voted leave: 39% Voted remain: 78% Voted leave: 11% Voted remain: 19% 6in10 “I am worried about the impact of Brexit on how people in this country treat each other” 1in 6 “I’ve fallen out with my friends or family members over Brexit”
  15. 15. 15 2019 Edelman Trust Barometer. Q24. Thinking about British society today, how true do you think each of the following statements are? [Top 4 Box, True] Base UK: General Population (n=2,000) BREXIT FUELS ANGER AND EXPECTATION OF VIOLENCE Percent who feel each statement is true JAN 69% Since the Brexit vote, people in the UK are becoming angrier about politics and society 40% Since the Brexit vote, people in the UK have become more likely to take part in violent protests
  16. 16. Government Falling Short
  17. 17. There is not one clear demographic group who believe the government is listening to them THE COMMUNICATION CHALLENGE: BRITS FEEL IGNORED BY GOVERNMENT 17 59% Say the government in the UK does not listen to people like them Voted leave: 62% Voted remain: 61% Conservative: 45% Labour: 67% Informed Public 54% Mass Population: 60% High Net Worth: 44% Low Income Households: 64% 2019 Edelman Trust Barometer UK Supplement. Q11: To what extent do you think the government in the UK listens to people like you? [Bottom 4 Box, Does not listen] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528), Informed Public (n=185), Mass Population (n=1,815), High Net Worth (n=190), Low Income Households (n=565), JAN
  18. 18. GOVERNMENT MOST BROKEN AND IN FLUX; LACK OF CERTAINTY ON WHO WILL LEAD THE COUNTRY TO A BETTER FUTURE 18 NB: Answers for “The European Union” not shown 2019 Edelman Trust Barometer UK Supplement. Q3: Please indicate which institution is best described by each of the following statements? Base: UK General Population (n=2,000) Most Broken 31% 6% 12% 2% 35% Government NGOs Business Media Don’t know 44% 4% 4% 8% 16% Government NGOs Business Media Don’t know 43% 3% 8% 5% 16% Government NGOs Business Media Don’t know Undergoing Greatest Change Will Lead the Country to a Better Future JAN
  19. 19. 19 2019 Edelman Trust Barometer UK Supplement. Q7.Thinking about the government in the UK, to what extent do you agree or disagree with the following statements? Over the past year… [Bottom 4 Box, Disagree] Base: UK: General Population (n=2,000) GOVERNMENT FAILING TO MEET EXPECTATIONS Percent who feel over the past year… Only 1 in 5 Think the Government HAS done a good job negotiating a good Brexit deal for the UK 57% Government HAS NOT improved on being honest and transparent with the people JAN
  20. 20. vs 2018: -6pts Conservative: 68% (-10pts y-o-y) Voted leave: 42% Voted remain: 32% vs 2018: -10pts Labour: 56% (-12pts y-o-y) Voted leave: 18% Voted remain: 31% Percent who trust each political leader to do what is right TRUST IN MAY AND CORBYN PLUMMETS WITHIN THEIR OWN PARTY BASE 20 2019 Edelman Trust Barometer UK Supplement. Q20. Please indicate how much you trust the following political leaders to do what is right Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528) JAN Theresa May 35% Jeremy Corbyn 26%
  21. 21. 21 2019 Edelman Trust Barometer UK Supplement. Q10: To what extent do you feel your views are represented in British politics today? EXCLUDING “Don’t know” and “Prefer not to say” responses [Bottom 2 Box, Not represented] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528), Informed Public (n=185), Mass Population (n=1,815), High Net Worth (n=190), Low Income Households (n=565), THE REPRESENTATION DEFECIT Voted leave: 62% Voted remain: 61% Conservative: 45% Labour: 67% Informed Public 54% Mass Population: 60% High Net Worth: 44% Low Income Households: 64% JAN 61% Feel their views are not represented in British politics (vs. 57% in 2018)
  22. 22. 22 2019 Edelman Trust Barometer UK Supplement. Q18: Thinking about political leaders in general, how important do you feel it is for political leaders in the UK to have each of the following traits? [Top Box, Very Important] Q19: And to what extent do you feel political leaders in the UK currently show each of these traits? [Bottom 2 Box, Few/None] Base UK: General Population (n=2,000) Top five most important political leadership traits, and percent who feel few or none of the UK political leaders display each trait UK POLITICAL LEADERSHIP EXPECTATION GAP JAN Most important traits for political leaders % who say few/none of the UK’s political leaders show this trait 58% 38% 45% 40% 38% Honest with the public A good communicator Acts strongly & decisively Works with other countries when needed to advance Britain’s interests Resilient in the face of challenges 72% 64% 61% 58% 58%
  23. 23. A Public Searching for Answers
  24. 24. 24 DESPITE BREXIT FATIGUE, BRITS ARE SWITCHING BACK ON Percent who agree with each statement 2019 Edelman Trust Barometer UK Supplement. Q25. How much do you agree or disagree with the following statements? [Top 4 Box, Agree] Base UK: General Population (n=2,000). Q26. You said you are reading the news more than you used to. Why is that? Base: Those reading the news more (n=705). 59% “I am tired of hearing about Brexit” 35% “I am reading, watching or listening to the news more than I used to” Why? “Things are changing so quickly I need to stay up to date (71%)” JAN
  25. 25. How often do you engage in the following activities related to news and information? MASSIVE RISE IN UK NEWS ENGAGEMENT 25 2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, UK. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. THE DISENGAGED Consume news less than weekly AMPLIFIERS Consume news about weekly or more AND share or post content several times a month or more CONSUMERS Consume news about weekly or more +22pts More engaged with the news 16 25 59 2018 26 37 37 2019 +10 pts +12 pts Y-to-Y Change- +0
  26. 26. 26 2019 Edelman Trust Barometer UK Supplement. Q9: To what extent do you feel your views are represented in British media today? EXCLUDING “Don’t know” and “Prefer not to say” responses [Bottom 2 Box, Not represented] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528), Informed Public (n=185), Mass Population (n=1,815), High Net Worth (n=190), Low Income Households (n=565), HOWEVER, BRITS FEEL THEIR VIEWS ARE NOT REPRESENTED IN THE MEDIA TODAY Voted leave: 59% Voted remain: 52% Conservative: 46% Labour: 55% Informed Public 53% Mass Population: 55% High Net Worth: 50% Low Income Households: 61% JAN 55% Feel their views are not represented in British media today
  27. 27. The Role of Business
  28. 28. Biggest challenges for businesses in the UK THE PUBLIC RECOGNISE THE CHALLENGES UK BUSINESSES FACE 2019 Edelman Trust Barometer UK Supplement. Q33. In your opinion, what are the biggest challenges for businesses in the UK? Base UK: General Population (n=2,000). 28 1.Uncertainty about the outcome of Brexit (60%) 2.Online shopping leading to the decline of the high street (49%) 3.People spending less money on goods and services (29%) JAN
  29. 29. 29 2019 Edelman Trust Barometer UK Supplement. Q35: For the following pair of statements, please select the statement that best fits with your view. We understand your view may fall somewhere between the two, but please choose the one that best fits. Base UK: General Population (n=2,000). Q36. What about the way businesses work today is not good for British society? Base: Those who believe the way business works is NOT GOOD for society (n=1,045) BRITONS SPLIT ON WHETHER THE WAY BUSINESS WORKS IS GOOD FOR SOCIETY 68% 51% 39% 39% 26% They think making a profit is more important than looking after people They do not pay their fair share of tax There is too much corruption The do not invest in the workforce of tomorrow They do not train workers enough for their jobs Reasons why the way businesses work today is not good for British society 48% The way business works today is GOOD for British society 52% The way business works today is NOT GOOD for British society JAN
  30. 30. 70% 70% 69% 68% 65% 64% 62% 61% 59% 57% 40% 39% 42% 43% 40% 34% 36% 39% 33% 31% 25% 17% Investing in the UK’s infrastructure Protecting the environment Preventing businesses or people from taking part in tax avoidance Poor contract terms and conditions for employees Improving education opportunities for more people in society Addressing climate change The high pay and bonuses given to senior management and business leaders Addressing the gender pay gap Tackle division and extremism in society Encouraging more diversity within business Leading on Lesbian, Gay, Trans, Queer + (LGBTQ+) issues Important Very Important Percent who say each of the following are important and very important for businesses in the UK to address BRITONS EXPECT BUSINESSES IN THE UK TO ADDRESS INTERNAL AND EXTERNAL ISSUES 30 2019 Edelman Trust Barometer UK Supplement Q34. How important is it to you personally that businesses operating in the UK address each of the following issues? [Top 4 Box, Important] [Top 2 Box: Very important] Base UK: General Population (n=2,000) JAN
  31. 31. 31 2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, U.K. CEOs EXPECTED TO TAKE THE LEAD ON CHANGE IN THE ABSENCE OF GOVERNMENT ACTION Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 79% 19pts 35 52 54 55 58 59 67 Fake News The environment Sexual harassment Personal data Training for the jobs of tomorrow Prejudice and discrimination Equal pay Percent who agree CEOs can create positive change in:
  32. 32. 32 2019 Edelman Trust Barometer. CEO_DIR. On which of the following occasions do you believe it is critically important to hear directly from the CEO or head of the organization you work for? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K. Data shown is a net of “when there is major news or an event that affects our industry or sector,” “when there is a major social or political event that affects our country,” “when there is a crisis in the country,” and “when employees demand that the CEO publicly take a stand on an important issue”. LOOKING FOR LEADERSHIP FROM MY EMPLOYER of employees agree It’s critically important for my CEO to respond to challenging times - Industry issues - Political events - National crisis - Employee-driven issues 62%
  33. 33. Treating employees well is the greatest obligation for business IN BUSINESS, THE CUSTOMER NO LONGER COMES FIRST 332019 Edelman Trust Barometer UK Supplement. Q39. Beyond making a profit, what are a business’s other obligations? Base UK: General Population (n=2,000). 65% 47% 39% 34% 33% 17% 12% 8% Treating employees well Treating customers well Providing benefits beyond pay to employees Giving back to the local communities in which they operate Taking the lead on addressing large-scale environmental issues Taking the lead on addressing large-scale social issues Donating to charities Speaking out publicly out on issues that they feel are bad for society JAN
  34. 34. 73 47 47 42 37 34 2019 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, U.K. Percent trust MY EMPLOYER MOST-TRUSTED RELATIONSHIP Business MediaNGOs GovernmentMy employer TrustNeutralDistrust
  35. 35. EMPLOYEES WANT THEIR EMPLOYERS TO PROVIDE CLARITY ON CONTENTIOUS ISSUES Percent who agree 2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, U.K. BUS_SRC. Below is a list of topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population, U.K., among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). “The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11. 35 I look to my employer to be a trustworthy source of information about social issues and other important topics on which there is not general agreement 50% Employees see business as trustworthy source on: 55% The Global Economy 39% Technology All employees Multinational employees 57%
  36. 36. 43 19 44 32 43 28 Percent of employees who expect each from a prospective employer HIGH EMPLOYEE EXPECTATIONS 2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K. Buckets are the sum of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please refer to the Technical Appendix. Strong expectation You would have to pay me a lot more to work for an organization that does not offer this Deal breaker I would never work for an organization that does not offer this Job Opportunity My employer offers wage growth, training, career growth and work which I find interesting & fulfilling Personal Empowerment I know what is going on, I am part of the planning process, and I have a voice in key decisions; the culture is values-driven and inclusive Shared Action My employer has a greater purpose, and my work has a meaningful societal impact 62% 71% 76%
  37. 37. Percent of employees who engage in these types of behaviors on behalf of their employer TRUST CEMENTS THE EMPLOYER-EMPLOYEE PARTNERSHIP 37 2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K., cut by those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension. Trust advantage Advocacy +44 Loyalty +41 Engagement +34 Commitment +31 34 68 27 68 34 78 51 82 Trust their employer Do not trust their employer
  38. 38. 38 2019 Edelman Trust Barometer. EMP_COM. Good communication within an organization is important. In looking through the list of topics below, please indicate which ones the organization you work for does a good job communicating about to its employees? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population, 27-market average. Reported coefficients are statistically significant marginal effects on likelihood of trusting employer calculated using a discrete choice logit model. TRUSTED EMPLOYERS LEAD ON CHANGE Top 5 communications that are most effective in increasing employer trust, as determined by discrete choice logit analysis Relative importance in building employer trust (Globally, a coefficient of 2 or higher is significant) Societal Impact The organization’s contributions for the betterment of society 3.78 Values The organization’s values 3.24 The Future The organization’s vision for the future 3.12 Purpose The organization’s mission and purpose 2.85 Operations Operational decisions, including decisions that may affect my job 2.62
  39. 39. 63 63 58 57 53 49 47 40 39 36 32 l 39 2019 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all. 4-point scale; top 2 box, credible. Question asked of half of the sample. General population, U.K.. EXPERTS, PEERS, EMPLOYEES MOST CREDIBLE Percent who rate each source as very/extremely credible Y-to-Y Change- +0 Company voices l l l l l l l l+2 +1 +5 +7 +2 +2 +1 +2 -3 -1 0 Academic expert Company technical expert A person like yourself Regular employee Financial industry analyst Successful entrepreneur NGO representative Board of directors CEO Government official Journalist
  40. 40. 40 2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, U.K. INVESTING IN EMPLOYEE TRUST IS INVESTING IN YOUR BOTTOM LINE Percent who agree that “a good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it” 60% How a company treats its employees is one of the best indicators of its level of trustworthiness 76%
  41. 41. Thank You
  42. 42. Supplemental Data Appendix 42
  43. 43. 50 51 53 57 59 60 60 61 62 65 67 68 69 70 71 Energy Financialservices Fashion Consumerpackaged goods Professionalservices Automotive Transportation Telecommunications Retail Manufacturing Entertainment Foodandbeverage Technology Education Healthcare l l 43 2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, U.K. Percent trust in each sector TRUST INCREASES IN 13 OF 15 SECTORS l l l l l l l l l l l l l Y-to-Y Change- +0 TrustNeutralDistrust +7 +5 +3 +4 +1 +11 +1 +7 +1 0 +12 +6 +5 -1 +3
  44. 44. Industry 2015 2016 2017 2018 2019 5yr. trend Healthcare - 68 70 68 71 Technology 72 69 69 64 69 Food and beverage 68 64 68 62 68 Entertainment 69 64 63 55 67 Telecommunications 56 52 56 54 61 Automotive 63 45 57 49 60 Consumer packaged goods 63 59 60 53 57 Financial services 36 41 45 46 51 Energy 37 43 47 43 50 n/a 44 2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, U.K. Percent trust in each sector TELECOM, FINANCIAL SERVICES, AND ENERGY AT FIVE-YEAR HIGHS 0 -2 -3 -6 +15 +13 -3 +5 Change, 2015 to 2019- +0 TrustNeutralDistrust
  45. 45. 28 28 29 33 38 43 45 47 47 54 58 58 62 63 66 68 China Mexico Brazil India S.Korea Italy U.S. France Spain Japan Germany TheNetherlands Canada Switzerland Australia U.K. 45 2019 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”. 9-point scale; top 4 box, trust. Markets shown to half of the sample. General population, U.K. Trust in companies headquartered in each market TRUST RISES FOR 14 OUT OF 16 COUNTRY BRANDS Y-to-Y Change- +0 TrustNeutralDistrust l ll l l l l l l l l l l l l l+3 +6 +2 +6 +8 +3 +6 +4 +7 +7 +9 -1 -3 +8 +6 +6
  46. 46. Traditional media Search engines* Online-only media** Owned media Social media 46 2019 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, U.K. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information TRADITIONAL MEDIA MOST TRUSTED 61 55 57 54 55 48 61 60 37 36 36 34 42 40 45 41 53 50 51 58 54 54 47 55 28 28 28 31 27 26 24 29 25 27 29 30 32 31 26 31 2012 2013 2014 2015 2016 2017 2018 2019
  47. 47. DEMOGRAPHIC PROFILE OF EACH NEWS ENGAGEMENT SEGMENT 47 2019 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. S15. What is your current age? S6. Are you male or female? S7. What is the last grade in school you completed? S8. Thinking about your annual household income in 2017, which of the following categories best describes your total household income that year? General population, U.K., by the News Engagement Scale. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. Trust Index Age Gender Education Income THE DISENGAGED Consume news less than weekly CONSUMERS Consume news about weekly or more AMPLIFIERS Consume news about weekly or more AND share or post content several times a month or more 39 39 22 55+ 35-54 18-34 50 32 18 55+ 35-54 18-34 26 45 29 55+ 35-54 18-34 40 60 Male Female 44 56 Male Female 53 47 Male Female 32 68 College+ Less than college 50 50 College+ Less than college 44 54 College+ Less than college 23 48 30 High Middle Low 29 52 19 High Middle Low 31 58 11 High Middle Low 33TRUST INDEX 37TRUST INDEX 44TRUST INDEX TrustNeutralDistrust
  48. 48. 48 2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? 3-point scale; code 1, very important I would never work for an organization that lacked this characteristic); code 2, important (The pay or other benefits would have to be significantly higher than my other options to compensate for this not being a characteristic of the organization). Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). EMP_VAL. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K. EMPLOYEE EXPECTATIONS ACROSS MARKETS Strong expectation Deal breaker Total expectation Performance Performance gap Job Opportunity 44 32 76 58 18 Wages 42 38 80 54 26 Interesting work experience 45 31 76 63 13 Training programs 44 32 76 61 15 Career opportunities 43 27 70 52 18 Personal Empowerment 43 28 71 55 16 Management always tells the truth 35 43 78 50 28 Regular communications 44 33 77 60 17 Employees have a voice 49 26 75 57 18 CEO embodies organization’s values 44 26 70 54 16 Employees included in planning 46 21 67 52 15 Diversity 45 24 69 61 8 Organization acts on its values 40 21 61 48 13 Shared Action 43 19 62 51 11 Shared values 45 22 67 53 14 Greater purpose 44 20 64 65 -1 Meaningful work 44 20 64 55 9 Opportunities to address social problems 41 20 61 52 9 CEO speaks up on issues 36 14 50 40 10 Listens to employee objections 47 16 63 43 20
  49. 49. 49 2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? 3-point scale; code 1, very important I would never work for an organization that lacked this characteristic); code 2, important (The pay or other benefits would have to be significantly higher than my other options to compensate for this not being a characteristic of the organization). Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). EMP_VAL. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K., by age and gender. EMPLOYEE EXPECTATIONS ACROSS DEMOGRAPHICS By age 18-34 35-54 55+ Strong expectation Dealbreaker Total expectation Performance Performance gap Strong expectation Dealbreaker Total expectation Performance Performance gap Strong expectation Dealbreaker Total expectation Performance Performance gap Job Opportunity 44 35 79 63 16 46 30 76 57 19 36 33 69 45 24 Personal Empowerment 47 27 74 61 13 43 27 70 54 16 35 32 67 42 25 Shared Action 45 20 65 59 6 44 18 62 50 12 32 18 50 38 12 By gender Men Women Strong expectation Dealbreaker Total expectation Performance Performance gap Strong expectation Dealbreaker Total expectation Performance Performance gap Job Opportunity 45 33 78 62 16 43 31 74 53 21 Personal Empowerment 44 30 74 60 14 43 26 69 49 20 Shared Action 42 23 65 57 8 43 15 58 46 12

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