Trust in Canada
@EdelmanCanada #TrustBarometer www.edelman.ca/trust- barometer/trust-barometer-2020 20TH ANNUAL General Online Population EDELMAN TRUST 1,150 Ages All slides show general Informed Public BAROMETER online population data respondents 18+ unless otherwise noted 500 respondents in U.S. and China; Methodology per market; 200 in all other markets 1,500 Represents 17% of total global population in Canada Must meet 4 criteria ‣ Ages 25-64 ‣ College-educated ‣ In top 25% of householdincome per Online survey in 28 markets age group in each market
34,000+ respondents total ‣ Report significant media consumption and engagement in public policy and All fieldwork was conducted between business news October 19 and November 18, 2019
Mass Population 28-market global data margin of error: General population +/- 0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- All population not 0.6% (26,000+), half-sample global general online population +/- including informed public 0.8% (N=16,100). Market-specific data margin of error: General population +/- 2.9% 2020 Gen Z oversample Represents 83% of total (N=1,150), informed public +/- 6.9% (N = min 200, varies by market), 250 respondents age 18-24 per market global population 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 TRUST MATTERS TO… FOR FUTURE SUCCESS 20 years of Edelman
research on trust INVESTORS CONSUMERS EMPLOYEES REGULATORS Trusted Trusted companies Trust drives Trusted companies companies are more have stronger workplace have greater likely to receive consumer buyers recommendations license to operate institutional and advocates investment
• 2M+ respondents
• 400+ companies
• 80k employee reviews RESILIENCE THE MARKET MEDIA AGAINST RISK COVERAGE • Interviews with 50+ business leaders Trusted companies’ Trusted companies stock outperform Trusted companies • 23M measures of trust are more resilient their respective are more immune in the face of crisis sectors to the media cycle • Review of 150+ academic articles and 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 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 58 Mexico 60 Malaysia Saudi Arabia -9 56 Canada -3 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 -5 49 U.S. 50 Hong Kong 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 2020 Edelman Trust Barometer. The Trust Index is the average 42 Ireland 44 S. Africa U.K. -1 per cent trust in NGOs, business, government and media. TRU_INS. 40 Spain 42 Japan Below is a list of institutions. For each one, please indicate how 39 Japan 42 U.K. much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 26-mkt avg. 29 Russia 30 Russia 5 2019 2020 TRUST RISES FOR Informed Public Informed public 64 Global 26 65 Global 26 Distrust Neutral Trust INFORMED PUBLIC, 88 China 90 China (1-49) (50-59) (60-100) 84 Saudi Arabia 87 India BUT DROPS IN 83 India 82 Indonesia 83 Indonesia 80 Saudi Arabia CANADA 83 UAE 75 UAE 74 Canada 71 Mexico Trust Index 70 Malaysia 71 Singapore 69 Singapore 68 Australia 68 Mexico 68 Malaysia 67 The Netherlands -7 67 Canada 66 Hong Kong 67 The Netherlands 64 U.K. 64 Germany 61 S. Korea 64 Italy 60 Germany 63 France 60 U.S. 62 Colombia 59 Australia 60 Argentina 59 France 60 Brazil 56 Colombia 60 Ireland 53 Argentina 59 Spain 53 Italy 57 U.K. 53 Japan 54 Hong Kong 53 S. Africa 53 Japan 51 Brazil 53 U.S. 2020 Edelman Trust Barometer. The Trust Index is the average 48 Ireland 50 S. Korea per cent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how 47 Spain 49 S. Africa much you trust that institution to do what is right. 9-point scale; top 4 35 Russia 41 Russia box, trust. Informed public, 26-mkt avg. 6 TRUST INEQUALITY PERSISTS IN CANADA Trust index, Canada
Trust Previous high (60-100) Neutral (50-59) Distrust Informed (1-49) Public 74
67
8pt gap 63 63 20pt gap 62 62 16pt gap 60 58 55 14pt gap 14pt gap 53 55 54 5353 53 54 Mass 51 5151 51 Population 50 48 48
2012 2013 2014 2015 2016 2017 2018 2019 2020
2020 Edelman Trust Barometer. The Trust Index is the average per cent trust in NGOs, business, government and media. 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, Canada. 7 TWO DIFFERENT TRUST REALITIES Distrust Neutral Trust Per cent trust in Canada NGOs Business Government Media
76 75 73 73 72 64 64 64
Informed public All four institutions trusted
Trust gap, 2019 2020 2019 2020 2019 2020 2019 2020 informed public vs. mass population 22 13 15 12
56 55 53 53 51 50 49 52 Mass population
No institutions trusted
2019 2020 2019 2020 2019 2020 2019 2020
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, Canada. 8 STRONG SENSE OF INJUSTICE; LACK OF CONFIDENCE IN THE SYSTEM
Per cent in Canada 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 53 good in the world Desire for change 69
Lack of confidence 65
Lack of hope 30 32
15 -1 -3 +4 % The system is… Working for me Not sure Failing me 47
2020 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. 9-point scale; top 4 box, true. General population, Canada. 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]. TMA_SIE_SHV. 9 Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Canada. PESSIMISM ABOUT ECONOMIC PROSPECTS Per cent 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 l-5 l-3 l-4 l-4 l-2 l-7 l-9 l0 l-2 l-6 l-2 l-4 l-10 l-9 l-8 l-7 l+1 l-2 ln/a l-10 l-9 l-4 l-6 l-4 l+3 l-8 l-5 l-3 ln/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 WORRY ABOUT THE FUTURE OF WORK Per cent of employees in Canada who worry about job loss due to each issue
Freelance/gig economy 56 I worry about losing my job due to one or more of these causes Lack of training/skills 50
Looming recession 49
Automation 45
Immigrants who work for less 43
Cheaper foreign competitors 42 76% Jobs moved to other countries 36
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. Job loss net = codes 1,2,3,4,5,23,24. General population, Canada, among those who are employed (Q43/1). 11 TRUST DECLINES ACROSS SECTORS - + Per cent trust in each sector in Canada 0 Change, 2019 to 2020 Distrust Neutral Trust
70 67 68 68 69 64 66 66 60 61 56 57 58 51 52
l-8 l-10 l-8 l-11 l-5 l-5 l-7 l-7 l-7 l-5 l-4 l-8 l-3 l-3 l-4
Retail
Energy
Fashion
Education
Healthcare
Automotive
Technology
goods
Entertainment
Manufacturing
Transportation
Financial services Financial
Food and beverage and Food
Consumer packaged Consumer
Telecommunications Professional services Professional
2020 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, Canada. 12 WORRY TECHNOLOGY IS OUT OF CONTROL Per cent in Canada who agree
The pace of change in Government does not I worry technology will make technology is too fast understand emerging it impossible to know if what technologies enough to people are seeing or regulate them effectively hearing is real
62% 65% 66%
2020 Edelman Trust Barometer. CNG_POC. For the statements below, please think about the pace of development and change in society today and select the response that most accurately represents your opinion. 9-point scale; top 4 box, fast. Canada. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement. 9-point scale; top 4 box, agree. Canada. PER_GOV. How well do you feel the government is currently doing each of the following? 5-point scale; bottom 3 box, not doing well (data excludes DK responses). Canada. All questions asked of half of the sample among the general 13 population. TRUST IN NEWS AND INFORMATION SOURCES DECLINES Per cent trust in each source for general news and information in Canada
71 71 68 69 65 66 65 61 62 58 62 Traditional media 57 58 58 57 55 56 53 Search engines* 45 40 38 38 39 Owned media 39 34 33 37 37 31 Social media 32 31 31 28 29 28 26
2012 2013 2014 2015 2016 2017 2018 2019 2020
2020 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? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Canada. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 14 SOCIETAL LEADERS NOT TRUSTED TO ADDRESS CHALLENGES
Per cent trust in Canada Distrust Neutral Trust
I do not have confidence that 83 our current leaders will be able 78 ““ to successfully address our 72 country’s challenges 58
42 42 40 33
Scientists People in Citizens of Journalists CEOs Government Religious The very my local my country leaders leaders wealthy 65% community
2020 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is. 9-point scale; top 4 box, true. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right. 9-point scale; top 4 box, trust. General population, Canada. 15 TRUST IS BUILT ONv COMPETENCE AND ETHICS NO INSTITUTION SEEN AS BOTH COMPETENT AND ETHICAL ETHICAL 35
(Competence score, net ethical score)
Canada Global NGOs
NGOs Canada (-10, 11) Media LESS COMPETENT - 50 (-2, 2) 50 COMPETENT Business Media Business (21, -10) Government (-38, -19) Government
-35
UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D _[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, 25-mkt avg and Canada. Data not collected in China, Russia and Thailand. For full details regarding how this data was calculated and plotted, please see the Technical Appendix. 17 WHEN IT COMES TO TRUST, Washington, August 2019 Biarritz, August 2019 The Business Business for Inclusive ETHICS IS IN THE DRIVER’S SEAT Roundtable redefines Growth (B4IG) coalition the purpose of a forms to address Per cent of predictable variance in trust explained by each dimension corporation inequality and diversity
New York, September 2019 Coalition of business, civil society and UN Competence Ethics leaders pledge to set climate targets to 1.5°C
24% 76% Toronto, November 2019 Integrity Ability Maple Leaf Foods 49 becomes the first major 24 food company in the world to be carbon neutral.
Dependability New York, January 2020 15 Purpose BlackRock shifts 12 investment strategy to focus on sustainability
2019 Edelman Trust Management Tracking Study. U.S., U.K. and German general population data, collected between January and December of 2019, based on 40 major companies. 18 OVERCOME SKEPTICISM v THROUGH ACTION SERVE THE INTERESTS OF ALL STAKEHOLDERS
Per cent in Canada who ranked each group as most important Per cent in Canada who agree
Employees
Communities 45 8 % % Shareholders 91 74 9 Stakeholders, not a company can take actions Customers shareholders, are most that both increase profits 38 important to long-term and improve conditions in company success communities where it operates
2020 Edelman Trust Barometer. PPL_RNK. Please rank the following four groups of people in terms of their importance to a company achieving long-term success. Give the most important group a rank of 1 and the least important a rank of 4. Stakeholders is a net of “Communities,” “Customers,” and “Employees”. 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 of the sample. General population, Canada. 20 CEOS MUST LEAD Per cent in Canada who agree
CEOs should take the lead It is important that my employer’s CEO speak out on change rather than waiting on one or more of these issues for government to impose it
Training for jobs of the future 81
Ethical use of tech 75
Automation’s impact on jobs 74
Income inequality 74 % % 80 89 Diversity 70 +12 pts Climate change 67
Change, Immigration 53 2018 to 2020
2020 Edelman Trust Barometer. CEO_ISS. How important is it to you that the CEO or head of the organization you work for speaks out publicly about each of the following issues? 9-point scale; top 4 box, important. Question asked of those who are an employee (Q43/1). Issues is a net of codes 1-7. General population, Canada. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statement? 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Canada. 21 EMPLOYEES EXPECT TO BE ENGAGED AND INVOLVED
Per cent trust - 0 + Per cent of employees in Canada who expect in Canada Change, 2019 to 2020 Distrust Neutral Trust each from a prospective employer
75
55 53 53 50 65% 68%
Opportunity to shape Employees included
l-4 l-4 l-3 l-4 l-3 the future of society in planning
NGOs Media
Business
Government Myemployer
2020 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; sum of codes 1 and 2, important. Question asked of those who are an employee (Q43/1). TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is. 9-point scale; top 4 box, trust. “Your employer” asked of those who are an employee (Q43/1). General population, Canada. 22 PARTNERSHIP BETWEEN BUSINESS AND GOVERNMENT ESSENTIAL ON JOBS Per cent who say each institution is the one they trust most to address each challenge
Protect workers in the gig economy Workforce retraining necessary as a result of automation
In Canada In Canada
Government 44 Business 40
Business 28 Government 35
NGOs 19 NGOs 18
Media 8 Media 7
2020 Edelman Trust Barometer. INS_ADD. For each of the challenges described below, please indicate whether you trust business, government, media or NGOs the most to address that challenge and develop workable solutions. Question asked of half of the sample. General population, Canada. 23 OPPORTUNITYOPPORTUNITY FOR ACTIONACTION ON PRIORITYPRIORITY TRUSTTRUST DRIVERSDRIVERS PerPer centcent inin CanadaCanada whowho thinkthink eacheach institutioninstitution isis doingdoing well/verywell/very wellwell onon thethe issueissue
NGOsNGOs BusinessBusiness GovernmentGovernment MediaMedia
TransparencyTransparency aboutabout fundingfunding 28 PartnerPartner withwith NGOsNGOs 27 ReduceReduce partisanshippartisanship 19 KeepKeep socialsocial mediamedia cleanclean 35
AvoidAvoid becomingbecoming politicizedpoliticized 29 PartnerPartner withwith governmentgovernment 30 PartnerPartner withwith NGOsNGOs 24 ImportantImportant vs sensationalizedsensationalized 38
ExposeExpose corruptioncorruption 30 SustainableSustainable businessbusiness practicespractices 35 CommunityCommunity-levellevel problemsproblems 27 BeingBeing objectiveobjective 38
PartnerPartner withwith businessbusiness 33 JobsJobs thatthat paypay a decentdecent wagewage 35 PartnerPartner withwith businessbusiness 29 DifferentiateDifferentiate opinionopinion andand factfact 39 SetSet goalsgoals withwith regularregular publicpublic 34 37 Social services for the poor Information quality updatesupdates InvestInvest inin employeeemployee trainingtraining Social services for the poor 30 Information quality 40
2020 EdelmanEdelman TrustTrust Barometer.Barometer. PER_[INSTITUTION].PER_[INSTITUTION]. HowHow wellwell dodo youyou feelfeel [institution][institution] isis currentlycurrently doingdoing eacheach ofof thethe following?following? 55-pointpoint scale;scale; toptop 2 box,box, doingdoing well.well. QuestionQuestion askedasked ofof halfhalf ofof thethe sample.sample. GeneralGeneral population,population, Canada.Canada. DataData notnot collectedcollected inin China,China, RussiaRussia andand Thailand.Thailand. 24 KEY TAKEAWAYS KEY TAKEAWAYS Redefine leadership KEY TAKEAWAYS Redefine leadership
Embrace stakeholders, not just shareholders KEY TAKEAWAYS Redefine leadership
Embrace stakeholders, not just shareholders
Partner across institutions KEY TAKEAWAYS Redefine leadership
Embrace stakeholders, not just shareholders
Partner across institutions
Battle for trust hinges on integrity, dependability and purpose