2016 Edelman Trust Barometer - California Results

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  • 2016 CaliforniaTrust Survey

  • 2

    GLOBAL TRUST SURVEYS IN RETROSPECT

    Rising Influence of

    NGOs

    2001

    Business Must

    Partner with

    Government to

    Regain Trust

    2009

    Fall of the

    Celebrity CEO

    2002

    Earned Media

    More Credible

    Than Advertising

    2003

    U.S. Companies in

    Europe Suffer

    Trust Discount

    2004

    Trust Shifts from

    Authorities to

    Peers

    2005

    A Person Like

    Me Emerges as

    Credible

    Spokesperson

    2006

    Business More

    Trusted Than

    Government

    and Media

    2007

    Young Influencers

    Have More Trust in

    Business

    2008

    Trust is Now an

    Essential Line

    of Business

    2010

    Rise of

    Authority

    Figures

    2011

    Fall of Government

    2012

    Crisis of

    Leadership

    2013

    Business to

    Lead the Debate

    for Change

    2014

    Trust is

    Essential to

    Innovation

    2015

    Growing

    Inequality of

    Trust

    2016

    For more information on Edelmans Global Trust survey, please visit http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/

    http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/

  • 3

    Informed Public

    8 years in 20+ markets

    Represents 15% of total global population

    500 respondents in U.S. and China; 200 in all other countries

    Must meet 4 criteria:

    Ages 25-64

    College educated

    In top 25% of household income per age group in each country

    Report significant media consumption and engagement in business news

    General Online Population

    5 years in 25+ markets

    Ages 18+

    1,150 respondents per country

    GLOBAL TRUST METHODOLOGY

    28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000).

    Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4%

    (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

    16 years of data

    33,000+ respondents total

    All fieldwork was conducted between October 13th and November 16th, 2015

    Online Survey in 28 Countries

    Mass Population

    All population not including Informed Public

    Represents 85% of total global population

  • STATE OF TRUST

  • 5

    5148

    4541

    55 53

    4742

    6357

    5148

    6763

    5751

    GLOBALLY, TRUST RISING

    Source: 2016 Edelman Trust Barometer Q11-14. 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. (Top 4 Box, Trust) Informed

    Public and General Population, 27-country global total.

    PERCENT TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2015 VS. 2016

    NGOs Business Media Government

    +4 +6 +6 +3Informed

    Public

    General

    Population

    2015 2016

    +4 +5 +2 +1

  • TRUST INEQUALITY

  • 7

    53

    58

    56 56

    60

    44

    47

    46 46

    48

    2012 2013 2014 2015 2016

    A SIGNIFICANT DIVIDE

    Source: 2016 Edelman Trust Barometer Q11-14. 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. (Top 4 Box, Trust) Informed Public and Mass

    Population, 25-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K.

    PERCENT TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2012 TO 2016,

    ACROSS 25 COUNTRIESInformed

    Public

    Mass

    Population

    12pt

    Gap

    9pt

    Gap

    in trust inequality--which

    jumps to a

    5-point increase among

    the GDP5

    3-point increase

  • 8

    A GLOBAL PHENOMENON

    Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a countrys trust in the institutions of government, business, media and NGOs,

    28-country global total.

    TRUST INDEX, INFORMED PUBLIC VS. MASS POPULATION, 15 COUNTRIES WITH DOUBLE-DIGIT TRUST GAPS IN 2016

    Country

    Informed

    Public

    Mass

    Population Gap

    U.S. 64 45 19

    U.K. 57 40 17

    France 55 39 16

    India 78 62 16

    Australia 63 47 16

    Mexico 72 57 15

    Italy 58 47 11

    China 82 71 11

    Brazil 58 48 10

    Ireland 49 39 10

    Netherlands 62 52 10

    Sweden 46 36 10

    S. Africa 54 44 10

    S. Korea 50 40 10

    Singapore 72 62 10

  • INVERSION OF INFLUENCE

  • 10

    MassPopulation

    THE INVERSION OF INFLUENCE

    Authority

    & Influence

    Influence

    Authority

    Source: 2016 Edelman Trust Barometer Q11-14. 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. (Top 4 Box, Trust) Informed Public and Mass

    Population, 28-country global total.

    85%of population

    48 Trust Index

    15%of population

    60 Trust IndexInformed

    Public

  • 11

    6364

    57

    5048

    41

    50

    39

    33

    67

    6463

    5352

    4948

    44

    35

    PEERS, EMPLOYEES MORE CREDIBLE THAN LEADERS

    Source: 2016 Edelman. Trust Barometer Q130-587. 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 beextremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,

    Very/Extremely Credible) General Population, 27-country global total.

    PERCENT WHO RATE EACH SPOKESPERSON AS EXTREMELY/VERY CREDIBLE

    2015 2016

    +8

    Technical

    expert

    Academic

    expert

    A person

    like yourself

    Financial

    industry

    analyst

    Employee CEO NGO

    representative

    Board of

    Directors

    Government

    official/regulator

    CEO credibility

    increased the most

    General

    Population

    +6

  • AN OPPORTUNITY FOR BUSINESS

  • 13

    BUSINESS MUST LEAD TO SOLVE PROBLEMS

    Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General

    Population, 27-country global total, question asked of half the sample.

    .

    80% agree

    A company can take specific

    actions that both increase

    profits and improve the

    economic and social

    conditions in the community

    where it operates.

    up from 74% in 2015

    General

    Population

  • 14

  • 15

    Informed Public N: 244; MOE: 6.3%

    Mass Population N: 1,294; MOE: 2.7%

    METHODOLOGY | 2016 CA SURVEY

    *We conducted an online statewide survey of 1,538 California residents. The results were weighted to Census data to be representative of the CA adult population.

    California Regions Surveyed

    San Francisco Bay AreaN: 503

    MOE: 4.4%

    % of State: 21%

    LA AreaN: 523

    MOE: 4.3%

    % of State: 48%

    Rest of StateN: 570

    MOE: 4.1%

    % of State: 31%

    TOTAL N: 1,538; MOE: 2.5%

    *Informed Public definition: top household income, college educated, significant media consumption. Represents ~10% of population

    *Mass population definition: not informed public, ~90% of population

    Other groups

    January 17-25, 2016

    1,538 adults 18+

  • 16

    CA KEY FINDINGS

    Trust

    Tech, ag, and retail most trusted industries in CA

    CA more distrustful of institutions than US across the board; particularly skeptical about the media

    Ag and sharing economy have improved their image, while real estate and pharmaceuticals face a more apprehensive public

    Trust linked to positive impact on community rather than economic stimulus

    CA Issues

    Drought concerns up, now above the economy

    Housing costs are a significant threat to CA growth far outpacing all other threats (especially in the Bay Area)

    Inequality

    Inequality is rising and success is becoming seen as out of reach for more and more

  • 17

    CA KEY FINDINGS

    Business role

    License to lead on societal issues - business most trusted entity

    However, public-private partnership preferred over going it alone

    Highest interest in business getting involved on issues relevant to the business or its workers (i.e. economy, inequality, housing,

    and transportation)

    CEOs

    CEOs have lost their sheen

    Most widely seen as greedy, arrogant and phony but Tech CEOs, like their industry, seen more positively

    Tech CEOs provide a lesson to all CEOs: honesty and sincerity are criticaland lacking among many CEOs

    Media

  • 18

    TRUST

  • 19

    Q11G: Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same