2017 Edelman Trust Barometer - Brasil

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<p>2017 Trust Barometer Global Report </p> <p>Edelman Trust Barometer 2017 Brasil1</p> <p>2O que confiana?REPUTAOCONFIANAA confiana ocorre quando as partes que possuem certas percepes favorveis entre si permitem que essa relao atinja os resultados esperados (Wheeless and Grotz 1977, 251). </p> <p>Uma pessoa, grupo ou instituio confiante estar "livre da preocupao e da necessidade de monitorar o comportamento da outra parte, parcial ou inteiramente (Levi and Stoker 2000, 496). </p> <p>A confiana um meio eficiente para reduzir os custos de transao em qualquer relao social, econmica e poltica (Fukuyama 1995). </p> <p>A confiana tambm muito mais do que isso. o suporte de todo contato humano e interao institucional (Tonkiss, Passe, Fenton and Hems 2000, Misztal 1996). PRESENTE</p> <p>Edelman has been studying trust for 17 years, and we are now in our 6th year of surveying an expanded sample across the general online population. This year, we spoke to more than 33,000 respondents in 28 markets. </p> <p>In each country, the sample is nationally-representative, but do keep in mind that this is an online survey, so we can only be representative of the general online population, which in some markets will not represent the full population, especially in developing markets where the online population can be much smaller and the data can skew to those who have the relative affluence to secure online access.</p> <p>Each year, we also oversample the Informed Public, a segment of the population that is higher-income, college-educated and highly-informed on business and public policy matters. This year, that represents about 13% of the global sample, and you'll see some slides where we compare that informed public against the mass population. </p> <p>All of the data we will share with you in this report is based on the general population sample unless otherwise noted.</p> <p>All data is based on the General Online Population sample unless otherwise noted</p> <p>2</p> <p>3O que confiana?SENTIMENTO</p> <p>INDICADOR</p> <p>ATIVOREPUTAOCONFIANAPRESENTE</p> <p>Edelman has been studying trust for 17 years, and we are now in our 6th year of surveying an expanded sample across the general online population. This year, we spoke to more than 33,000 respondents in 28 markets. </p> <p>In each country, the sample is nationally-representative, but do keep in mind that this is an online survey, so we can only be representative of the general online population, which in some markets will not represent the full population, especially in developing markets where the online population can be much smaller and the data can skew to those who have the relative affluence to secure online access.</p> <p>Each year, we also oversample the Informed Public, a segment of the population that is higher-income, college-educated and highly-informed on business and public policy matters. This year, that represents about 13% of the global sample, and you'll see some slides where we compare that informed public against the mass population. </p> <p>All of the data we will share with you in this report is based on the general population sample unless otherwise noted.</p> <p>All data is based on the General Online Population sample unless otherwise noted</p> <p>3</p> <p>4O cenrio de desconexo</p> <p>indivduos</p> <p>instituies</p> <p>Edelman has been studying trust for 17 years, and we are now in our 6th year of surveying an expanded sample across the general online population. This year, we spoke to more than 33,000 respondents in 28 markets. </p> <p>In each country, the sample is nationally-representative, but do keep in mind that this is an online survey, so we can only be representative of the general online population, which in some markets will not represent the full population, especially in developing markets where the online population can be much smaller and the data can skew to those who have the relative affluence to secure online access.</p> <p>Each year, we also oversample the Informed Public, a segment of the population that is higher-income, college-educated and highly-informed on business and public policy matters. This year, that represents about 13% of the global sample, and you'll see some slides where we compare that informed public against the mass population. </p> <p>All of the data we will share with you in this report is based on the general population sample unless otherwise noted.</p> <p>All data is based on the General Online Population sample unless otherwise noted</p> <p>4</p> <p>Pblico Informado9 anos em mais de 20 mercadosRepresenta 13% do pblico total500 entrevistados nos Estados Unidos e na China; 200 em todos os outros pases</p> <p>4 critrios: Faixa etria entre 25 e 64 anosFormao universitriaEstar entre os 25% de maior renda familiar por grupo etrio em cada pasRelatar consumo significativo de mdia e engajamento em notcias de negcios</p> <p>Pblico Total On-line6 anos em mais de 25 mercadosIdade +181.150 entrevistados por pas</p> <p>Todos os slides mostram a Populao Total, exceto quando indicado de outra forma</p> <p>Edelman Trust Barometer 2017 MetodologiaMargem de erro global de dados em 28 pases: Pblico Total +/-0,6% (N=32.200), Pblico Informado +/- 1,2% (N=6.200), Pblico Geral +/- 0,6% (26.000+). Margem de erro de dados especfica por pas: Pblico Total +/- 2,9% ( N=1.150), Pblico Informado +/- 6,9% (N = min 200, varia por pas), China e EUA +/- 4,4% (N=500), Pblico Geral +/- 3,0 a 3,6% (N =min 740, varia por pas), Metade da amostra do Pblico Total on-line +/- 0,8% (N=16.100). 517 anos de dados+33.000 entrevistados Trabalho de campo realizado entre 13 de outubro e 16 de novembro de 2016Pesquisa on-line em 28 pasesPblico GeralO pblico total excludo do pblico informadoRepresenta 85% da populao total</p> <p>Edelman has been studying trust for 17 years, and we are now in our 6th year of surveying an expanded sample across the general online population. This year, we spoke to more than 33,000 respondents in 28 markets. </p> <p>In each country, the sample is nationally-representative, but do keep in mind that this is an online survey, so we can only be representative of the general online population, which in some markets will not represent the full population, especially in developing markets where the online population can be much smaller and the data can skew to those who have the relative affluence to secure online access.</p> <p>Each year, we also oversample the Informed Public, a segment of the population that is higher-income, college-educated and highly-informed on business and public policy matters. This year, that represents about 13% of the global sample, and you'll see some slides where we compare that informed public against the mass population. </p> <p>All of the data we will share with you in this report is based on the general population sample unless otherwise noted.</p> <p>All data is based on the General Online Population sample unless otherwise noted</p> <p>5</p> <p>Retrospectiva da Confiana6Influncia crescente das ONGs2001Empresas devem ser parceiras do governo para recuperar confiana2009Declnio do CEO-celebridade2002Mdia espontnea tem mais credibilidade do que a publicidade2003Empresas dos EUA na Europa sofrem queda de confiana2004Confiana desloca-se de Autoridades para Pares2005Pessoa como eu surge como porta-voz de credibilidade2006Empresas so mais confiveis do que governo e mdia2007Jovens influenciadores tm mais confiana nas empresas2008Confiana agora uma linha de negcio essencial2010Ascenso de figuras de autoridade2011Declnio do governo2012Crise na liderana2013Empresas devem liderar o debate sobre mudanas2014Confiana essencial para a inovao2015Confiana em crise2017</p> <p>Desigualdade crescente na confiana2016</p> <p>Over the 17 year history of trust we've seen some key themes emerge. While there have been headlines every year, there have also been longer-term trends. As early as 2005, we saw a shift in trust from authorities to peers. In 2006, a person like me, first emerges as credible spokespeople. After the Great Recession, we saw a rise in government trust as the people demanded that business be made more accountable for the economic downturn. In 2015, respondents reported their distrust of innovation, saying the pace is too fast and that business isnt focused on innovating for the benefit of people, only their bottom line.</p> <p>These themes around shifting influence have continued to grow and played a big role in last years discovery of the growing trust inequality between the informed public and the mass population. As you'll see, influence and shifting power dynamics continue to shape the conversation in 2017--a year in which trust has reached crisis levels. 6</p> <p>2016: A inverso da pirmide de influncia7</p> <p>Pblico Geral</p> <p>85%da populao48ndice de Confiana15%dapopulao60ndice de ConfianaPblico Informado</p> <p>Diferena de 12 pontos</p> <p>Influncia e Autoridade</p> <p>Influncia</p> <p> Autoridade</p> <p>Fonte: Edelman Trust Barometer 2017. O ndice de Confiana a mdia da confiana de um pas nas instituies Governo, Empresas, Mdia e ONGs. Pblico Informado e Pblico Geral, Brasil.</p> <p>Last years shift in influence was about an inversion of the traditional pyramid of influence, and a separation of influence and authority.</p> <p>Gone are the days of the traditional pyramid of influence, in which both authority and influence were concentrated in the hands of a small number of elite opinion-shapers. This model was predicated on the belief that the informed public had access to superior information, their interests were interconnected with those of the mass population and that becoming an elite was open to all of those who work hard. </p> <p>But today, due primarily to the democratization of information, we have seen the pyramid turned upside down. Influence now rests among the mass population, who talk to each other on social media or use search to access information, and no longer need to rely on the more informed population for ideas. Influence is no longer automatically granted to those in authority. </p> <p>And, as we first saw in 2016 , the Mass Populations view of the worldat a trust level of just 48is vastly different from that of the top 15% who had a trust level of 60 in 2016. </p> <p>7</p> <p>2017: Globalmente, disparidade na confiana aumentaFonte: Edelman Trust Barometer 2017. O ndice de Confiana a mdia da confiana de um pas nas instituies Governo, Empresas, Mdia e ONGs. Pblico Informado e Pblico Geral, total global de 28 pases.</p> <p>8Porcentual de confiana nas quatro instituies Governo, Empresas, Mdia e ONGs entre 2012 e 2017</p> <p>21 pontos19 pontos18 pontos</p> <p>Pblico InformadoDiferena de 9 pontosAumento de 3 pontos no ltimo anoMaiores diferenasPblico Geral</p> <p>Diferena de 12 pontosDiferena de 15 pontos</p> <p>Unfortunately, instead of solving the problem, we have allowed this gap to grow even bigger. Trust inequality grew by 3pts over 5 years from 2012-2016. In 2017, it widened another 3 points, to where we now have a 15-point gap in the trust levels of the informed public and the mass population. </p> <p>In many markets, that inequality is even greater,. Leading the inequality scoreboard are the U.S. at 21 pts, the U.K. at 19 pts, and France at 18 pts.8</p> <p>2016: A inverso da pirmide de influncia9</p> <p>Pblico Geral</p> <p>82%dapopulao48ndice de Confiana18%dapopulao58ndice de ConfianaPblicoInformado</p> <p>Fonte: Edelman Trust Barometer 2017. O ndice de Confiana a mdia da confiana de um pas nas instituies Governo, Empresas, Mdia e ONGs. Pblico Informado e Pblico Geral, Brasil.</p> <p>Influncia e Autoridade</p> <p>Influncia</p> <p> AutoridadeDiferena de 10 pontos</p> <p>9</p> <p>2017: O panorama de desconfiana no Brasil geralFonte: Edelman Trust Barometer 2017. O ndice de Confiana a mdia da confiana de um pas nas instituies Governo, Empresas, Mdia e ONGs. Pblico Informado e Pblico Geral, Brasil.</p> <p>10</p> <p>21 pontos19 pontos18 pontos</p> <p>Pblico InformadoReduo de 6 pontos no ltimo anoMaiores diferenasPblico Geral</p> <p>Diferena de 7 pontosDiferena de 10 pontosDiferena de 4 pontosPorcentual de confiana nas quatro instituies Governo, Empresas, Mdia e ONGs entre 2012 e 2017</p> <p>10</p> <p>45Global70ndia67Indonsia62China59Singapura59EAU52Holanda50Colmbia50Mxico47Brasil47Canad47Itlia47Malsia47EUA45Argentina42Hong Kong41frica do Sul41Espanha41Turquia40Austrlia39Alemanha38Frana37Reino Unido36Coreia do Sul36Sucia35Irlanda34Japo34Polnia31Rssia</p> <p>ndice de ConfianaPblico Geral mais cticoMdia de confiana nas instituies, Pblico Informado X Pblico GeralO Pblico Geral desconfia das instituies em 20 dos 28 pasesFonte: Edelman Trust Barometer 2017. O ndice de Confiana a mdia da confiana de um pas nas instituies Governo, Empresas, Mdia e ONGs. Pblico Informado e Pblico Geral, total de 28 pases.</p> <p>Pblico Geral</p> <p>Pblico Informado11</p> <p>60Global80ndia79China78Indonsia77EAU71Singapura68EUA62Canad62Holanda61Itlia61Mxico57Malsia57Espanha56Frana56Reino Unido55Colmbia54Austrlia54Alemanha53Hong Kong51Argentina51Brasil50Coreia do Sul50Turquia49Japo49frica do Sul47Sucia45Rssia44Irlanda43Polnia</p> <p>Confiantes(60-100)</p> <p>Neutros(50-59)</p> <p>Desconfiados (1-49)</p> <p>We now live in a world where more than one-third of the countries are trusters among the informed public, while the mass population distrusts their institutions in 20 of 28 counties, and has trust in only 3 of them</p> <p>This glaring inequality is a situation that is not sustainable.</p> <p>11</p> <p>ndice de ConfianaO mundo estdesconfiado </p> <p>Confiana mdia nas instituies Pblico Total, 2016 X 20171247Global72ndia69Indonsia67China60Singapura60Emirados rabes53Holanda52Mxico52EUA50Colmbia49Canad48Brasil48Itlia48Malsia45Argentina44Hong Kong44Espanha43Turquia42Austrlia42frica do Sul41Alemanha40Frana40Reino Unido38Coreia do Sul37Sucia36Irlanda35Japo35Polnia34Rssia</p> <p>2016201750 Global 73 China 66 Emirados rabes 65 ndia 64 Singapura 62 Indonsia 60 Mxico 56 Canad 55 Colmbia 52 Holanda 51 Argentina 51 Malsia 50 Brasil 49 Austrlia 49 Itlia 49 EUA 47 Hong Kong 46 Espanha 45 frica do Sul 42 Alemanha 42 Coreia do Sul 42 Reino Unido 41 Frana 41 Irlanda 41 Turquia 39 Rssia 38 Japo 37 Sucia 35 Polnia</p> <p>Confiantes(60-100)</p> <p>Neutros (50-59)</p> <p>Desconfiados(1-49)</p> <p>Queda de 3 pontos no ndice de Confiana global</p> <p>Confiana cai em 21 dos 28 pases as maiores quedas desde o incio do levantamento junto ao Pblico Geral, em 2012</p> <p>2 de cada 3 pases agora esto desconfiados</p> <p>Fonte: Edelman Trust Barometer 2017. O ndice de Confiana a mdia da confiana de um pas nas instituies de governo, empresas, mdia e ONGs. Pblico Total de 28 pases.</p> <p>We are now living in a world of distrust. This slide shows trust in the four institutions of business, government, NGOs and media among the general population, which includes both the informed public and the mass population.</p> <p>Globally, the Edelman Trust Index has declined 3 points, the largest decline since we started tracking general population in 2012. It dropped from 50 to 47, which puts it into distruster territory. </p> <p>2017 saw not only the steepest decline but also the broadest, with declining trusts in 21 of the 28 countries. Two in three countries are now dist...</p>