Trust and the Corporation

Trust And The Corporation For its 11 th annual study. Edelman quizzed over five thousand, affluent, college educated individuals from ages 25-64 on five different continents about the importance of trust in business. What Matters? How important are these factors to corporate reputation? High quality products or services Transparent and honest business practices 69% Company I can trust Treats employees wel Communicates frequently 10 65% 63% 11 Prices fairly Good corporate citizen Innovator Widely admired leadership Financial returns to investors 55% 51% 46% 39% 39% 14 15 16 High Expectations 17 18 How respondents expect business to invest in society Corporations should create shareholder value in a way that aligns with society's interests, even if that means sacrificing shareholder value 19 Government should regulate corporations' activities to ensure business behaves responsibly 89% 89% 89% %58 %S8 %S8 82% 81% 81% 80% 79% 78% 78% 82% 82% 74% 73% 72% 71% 71% 74% 66% 69% 73% 67% 63% 67% 63%1Z 3% 62% 56% 58% 49% 50% 53% 53% S5% 44% 42% Germany 29 Ireland China US UK Mexico Indonesia Russia Singapore Argentina France Spain Brazil Japan Sweden India UAE 30 S. Korea E. 3 리 Rise Of The CEO If you heard information about a company from one of these people, how credible would that information be? 34 SE 2009 9E 37 2011 Academic/expert Financial/industry analyst Person like yourself NG0 representative Regular employee 62% 49% 47% 41% 32% 31% 29% An academic or expert Technical expert within the company A financial or industry analyst 38 70% 64% 53% 50% 47% 43% 43% 34% 39 → CEO NG0 representative Government official Person like yourself Regular employee 40 CEO Government official 41 4 리 43 44 45 Discovery 46 Where do you look for information about a company? 47 48 First Source 49 Second Source Online search engine Online news sources 50 29% Online news sources 19% 15% 23% 17% 51 Prinț Print (newspapers/magazines) Broadcast (radio/TV). Company website Friends and family Social media S% (newspapers/magazines) Online search engine Broadcast (radio/TV) Company website Friends and family Social media 5 리 12% 16% 14% 53 7% 54 10% 7% 55 56 57 58 59 Key To Believability How many times in general do you need to hear something about a specific company to believe that information is likely to be true? Б1 b 리 Don't know 2%* Ten or more times 6% Once 4% 65 Six to nine times 8% Ь 67 Twice 22% 68 69 70 71 7 리 73 Four or five times 26% 74 75 Three times 33% 76 3-5 times 59% 77 78 79 Protecting Trust 80 Your companies reputation is very important B1 B 리 When a company is distrusted 83 When a company is trusted 57% 84 25% will believe negative information after hearing it 1-2 times will believe negative information after hearing it 1-2 times 87 51% 88 89 15% 90 will believe positive information after hearing it 1-2 times 91 will believe positive information after hearing it 1-2 times 93 94 Source: 95 Edelman Trust Barometer 9ь 5,075 people in 23 countries on five continents Ages 25 to 64 College-educated In top 25% of household income per age group in each country 97 98 99 Design: www.richardscottdesign.co.uk www.acquistionengine.com 101 102 3E 103 104 engine ACQUISITION Promotional Codes 105 The UK's Number 1 Promotional Codes Website www.promotionalcodes.org.uk Canada Netherlands Australia Italy Poland