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2019 Edelman Trust Barometer Special Report: in Brands We Trust? Mobile Survey

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2019 Edelman Trust Barometer Special Report: in Brands We Trust? Mobile Survey Global Report Edelman Trust Barometer 2020 20th ANNUAL General Online Population Ages All slides show general Informed Public EDELMAN TRUST 1,150 online population data respondents 18+ unless otherwise noted 500 respondents in U.S. and China; BAROMETER per market 200 in all other markets Methodology Represents 17% of total global population Must meet 4 criteria ‣ Ages 25-64 ‣ College-educated ‣ In top 25% of householdincome per age group in each market ‣ Report significant mediaconsumption Online survey in 28 markets and engagement in public policy and business news 34,000+ respondents total All fieldwork was conducted between Mass Population October 19 and November 18, 2019 All population not including informed public 28-market global data margin of error: General population +/- 0.6% 2020 Gen Z oversample Represents 83% of total (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 250 respondents age 18-24 per market global population 0.8% (N=16,100). Market-specific data margin of error: General population +/- 2.9% (N=1,150), informed public +/- 6.9% (N = min 200, varies by market), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0% to 3.6% (N =min 736, varies by market). Gen Z MOE: 28-market = +/- 1.5% (N=4,310) Market-specific = +/- 5.3 to 10.5% (N=min 88, varies by market). 2 TRUST ESSENTIAL FOR FUTURE SUCCESS Consumers Employees Regulators 20 years of Edelman Trust research on trust matters Trusted companies Trust drives Trusted companies have stronger workplace have greater to… consumer buyers recommendations license to operate and advocates • 2M+ respondents • 145 companies Resilience Media Investors The market • 80k employee reviews against risk coverage • Interviews with 50+ business leaders Trusted companies Trust drives Trusted companies Trusted companies have greater have stronger workplace • 23M measures of trust license to operate recommendations have greater consumer buyers license to operate • Review of 150+ academic articles and and advocates 80+ models of trust • Trust and stock price analysis for 80 companies 3 20 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Trust 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Business Must Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Partner With Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Government to the Debate Innovation of Trust and Ethics Regain Trust for Change 4 INCOME INEQUALITY NOW AFFECTS TRUST MORE Distrust Neutral Trust THAN ECONOMIC GROWTH Percent trust GDP Growth Income Inequality High growth Low growth Less inequality More inequality 52 50 50 52 47 46 43 40 Developed markets Little effect High inequality on trust linked to less trust in government 72 69 64 60 62 63 44 38 Developing markets Low growth linked High inequality to less trust in linked to less trust government in government 2020 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. 9-point scale; top 4 box, trust. General online population, 23-mkt avg., by developed and developing markets. High-growth economies are those with a Q2 2019 GDP of 1.4% or higher. Developing market high-growth economies: China, Colombia, India, Indonesia, Kenya, Malaysia, UAE; low growth economies: Argentina, Brazil, Mexico, Russia, Saudi Arabia, S. Africa, Thailand. Developed market high-growth economies: Australia, Canada, France, Ireland, The Netherlands, Spain, U.S.; low-growth economies: Germany, Hong Kong, Japan, Italy, Singapore, S. Korea, U.K. 5 GROWING SENSE v OF INEQUITY 2019 2020 CONTINUED General population General population 53 Global 26 54 Global 26 Distrust Neutral Trust (1-49) (50-59) (60-100) DISTRUST 79 China 82 China + Trust Index 73 Indonesia 79 India - 0 72 India 73 Indonesia Change, 2019 to 2020 71 UAE 65 UAE 70 Saudi Arabia 62 Mexico 62 Singapore 62 Singapore Declines in 59 Malaysia 61 Saudi Arabia Mexico Malaysia 58 60 Saudi Arabia -9 56 Canada 57 The Netherlands 55 Hong Kong 53 Canada UAE -6 Global Trust Index increases 1 pt., with 54 The Netherlands 53 Colombia increases in 16 of 26 markets measured 52 Colombia 51 Brazil Hong Kong -5 49 U.S. 50 Hong Kong 48 Australia 50 S. Korea 12 of 26 markets are distrusters, 46 Argentina 49 Argentina Canada -3 down 2 from 2019 46 Brazil 49 Italy 46 Italy 47 Australia U.S. -2 46 S. Korea 47 U.S. 45 S. Africa 46 Germany Australia -+51 44 France 45 France 44 Germany 45 Ireland S. Africa -51 43 U.K. 45 Spain Ireland S. Africa 42 44 U.K. -1 40 Spain 42 Japan 2020 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. 39 Japan 42 U.K. Below is a list of institutions. For each one, please indicate how 29 Russia 30 Russia much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 26-mkt avg. 7 2020 2020 TRUST INEQUALITY Informed public Mass population Trust gap 65 Global 28 51 Global 28 14 Distrust Neutral Trust SETS NEW 90 China 77 China 13 (1-49) (50-59) (60-100) 87 India 74 India 13 82 Indonesia 70 Indonesia 12 RECORDS 80 Saudi Arabia 64 UAE 11 Trust Index 78 Thailand 62 Thailand 16 75 UAE 60 Singapore 11 71 Mexico 59 Saudi Arabia 21 71 Singapore 58 Malaysia 10 68 Australia 58 Mexico 13 68 Malaysia 57 The Netherlands 10 67 Canada 56 Kenya 2 The Netherlands Colombia Record trust inequality Mass population 14 points less trusting 67 52 10 64 Germany 51 Canada 16 Italy Brazil 11 64 49 Nr. of markets 8 63 France 49 Hong Kong 5 with record trust 23 markets with double-digit trust gaps 62 Colombia 49 S. Korea 1 inequality at an 60 Argentina 48 Argentina 12 all-time high 60 Brazil 48 Italy 16 60 Ireland 45 Australia 23 59 Spain 45 U.S. 8 58 Kenya 44 Germany 20 57 U.K. 44 S. Africa 5 54 Hong Kong 43 Ireland 17 1 53 Japan 42 France 21 53 U.S. 42 Japan 11 2012 2020 2020 Edelman Trust Barometer. The Trust Index is the average 50 S. Korea 42 Spain 17 percent trust in NGOs, business, government and media. TRU_INS. 49 S. Africa 39 U.K. 18 Below is a list of institutions. For each one, please indicate how 14 much you trust that institution to do what is right. 9-point scale; top 4 41 Russia 27 Russia box, trust. Informed public and mass population, 28-mkt avg. 8 TWO DIFFERENT TRUST REALITIES Percent trust Distrust Neutral Trust NGOs Business Government Media 70 70 59 61 Informed public Three of four institutions trusted TRUST65 INDEX Trust gap, 14 informed public vs. 15 15 12 14 mass population 55 55 47 47 Mass population No institutions trusted TRUST51 INDEX 2020 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. 9-point scale; top 4 box, trust. Informed public and mass population, 28-mkt avg. 9 PESSIMISTIC ABOUT ECONOMIC PROSPECTS Percent who believe they and their families will be better off in five years’ time + - 0 Change, 2019 to 2020 Majority pessimistic in 15 of 28 markets 90 80 75 77 77 70 66 68 69 57 58 59 60 47 42 43 35 36 37 37 31 31 32 34 27 29 23 19 15 -5 -3 -4 -4 -2 -7 -9 0 -2 -6 -2 -4 -10 -9 -8 -7 +1 -2 n/a -10 -9 -4 -6 -4 +3 -8 -5 -3 n/a 2020 Edelman Trust Barometer. CNG_FUT. 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? 5-point scale; top 2 box, better off. General population, 26-mkt avg. 10 FEAR BEING LEFT BEHIND Percent who are worried I worry about people like me losing the respect and dignity I once Majority share concern in 21 of 28 markets enjoyed in this country 73 68 67 66 64 64 64 63 62 62 62 62 57 59 59 57 55 55 53 52 52 51 50 50 49 48 44 42 41 2020 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worried. General population, 28-mkt avg. 11 CAPITALISM UNDER FIRE Percent who agree + - 0 Change, 2019 to 2020 How true is this for you? Capitalism as it exists today does more harm than Sense of injustice 74 48 good in the world Desire for change 73 Lack of confidence 66 Lack of hope 26 34 18 -2 -2 +3 % The system is… Working for me Not sure Failing me 56 2020 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
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