2017 Edelman Trust Barometer - Brasil

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2017 Trust Barometer Global Report

Edelman Trust Barometer 2017 Brasil1

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).

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).

A confiana um meio eficiente para reduzir os custos de transao em qualquer relao social, econmica e poltica (Fukuyama 1995).

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

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.

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.

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.

All of the data we will share with you in this report is based on the general population sample unless otherwise noted.

All data is based on the General Online Population sample unless otherwise noted

2

3O que confiana?SENTIMENTO

INDICADOR

ATIVOREPUTAOCONFIANAPRESENTE

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.

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.

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.

All of the data we will share with you in this report is based on the general population sample unless otherwise noted.

All data is based on the General Online Population sample unless otherwise noted

3

4O cenrio de desconexo

indivduos

instituies

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.

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.

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.

All of the data we will share with you in this report is based on the general population sample unless otherwise noted.

All data is based on the General Online Population sample unless otherwise noted

4

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

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

Pblico Total On-line6 anos em mais de 25 mercadosIdade +181.150 entrevistados por pas

Todos os slides mostram a Populao Total, exceto quando indicado de outra forma

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

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.

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.

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.

All of the data we will share with you in this report is based on the general population sample unless otherwise noted.

All data is based on the General Online Population sample unless otherwise noted

5

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

Desigualdade crescente na confiana2016

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.

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

2016: A inverso da pirmide de influncia7

Pblico Geral

85%da populao48ndice de Confiana15%dapopulao60ndice de ConfianaPblico Informado

Diferena de 12 pontos

Influncia e Autoridade

Influncia

Autoridade

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.

Last years shift in influence was about an inversion of the traditional pyramid of influence, and a separation of influence and authority.

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.

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