Edelman Trust Barometer 2009 - Portugal

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<ul><li> 1. 2009 Edelman Trust Barometer Culturgest Lisboa, 31 Maro 2009 </li> <li> 2. Visita guiada ao Mundo da Confiana escala global </li> <li> 3. Edelman Trust Barometer at a glance Tenth edition 4,475 people in 20 countries on 5 continents Ages 25 to 64 College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy </li> <li> 4. A decade of insights from the Edelman Trust Barometer 4 Rising Influence of NGOs2001 Fall of the celebrity CEO2002 Earned media more credible than advertising2003 U.S. companies in Europe suffer trust discount2004 Trust shifts from authorities to peers2005 A person like me is most credible spokesperson2006 Business more trusted than government and media2007 Young influencers have more trust in business2008 </li> <li> 5. Um filme bem animado H instabilidade, contradies, subidas e descidas, entusiasmos e frustraes, chegada de novos actores como o Eu e os Pares ou as ONG H novas polaridades entre o Individual e o Colectivo, o Sentido Pblico e o Privado, os EUA e a Europa, os mais novos e os mais velhos e tudo isto em 8 anos, na 1 dcada de um sculo que era suposto ser um tempo de confirmao e aprofundamento de um sistema econmico e social de desenvolvimento, e pacfico, no essencial. </li> <li> 6. What a difference a year-and-a-half makes January 19, 2009May 14, 2007 </li> <li> 7. 2008: A year unlike any other Dow Jones Industrial Average: Jan 1, 2008 Dec 15, 2008 </li> <li> 8. 51% 58% 41% 75% 49% 74% 47% 49% 35% 30% 45% 45% 61% 43% 42% 55% 61% 39% 54% 49% 38% 27% 65% 40% 65% 41% 45% 33% 29% 45% 47% 63% 45% 45% 62% 69% 51% 71% 39% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 Trust in business is country-specific 8 % who trust business to do what is right A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia) Trust Down Trust Steady Trust Up New additions in 2009 </li> <li> 9. The Trust Divide Trust in business 50% among 25-to-64-year-olds </li> <li> 10. quiz Um Mapa a) datado, tender para a uniformizao b) revelador dos limites da Globalizao c) o pr anncio do fracasso do G20 </li> <li> 11. 62% 83% 79% 77% 74% 73% 69% 67% 67% 67% 66% 62% 61% 56% 55% 54% 50% 49% 49% 32% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % who trust companies less Companies less trusted now than year ago 11 A60 Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year? (Bottom 2 Box: Trust less) 25-64 Informed publics in 20 countries </li> <li> 12. In U.S., trust in business at lowest level, including post-Enron 12 A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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) Informed publics 35-64 in the United States and UK/France/Germany Enron, the dot-com bust and September 11 20 point drop U.S. is the new Europe </li> <li> 13. Trust in government did not rise to offset lower trust in business A8. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia) 13 Trust Down Trust Steady Trust Up New additions in 2009 % who trust government to do what is right </li> <li> 14. Business still more trusted than government in 13 of 20 countries A 8,10. [Government in general, business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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) Informed publics 35-64 (global 20 countries, including Australia, Indonesia) 14 Business more trusted Government more trusted </li> <li> 15. NGOs most trusted institution in every region except Asia Pacific 15 . 54% 45% 68% 57% 52%50% 39% 67% 42% 61% 47% 32% 58% 40% 61% 45% 32% 46% 40% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Global Total North America Latin America EU Asia Pacific % who trust each institution NGOs Business Media Government A8-11. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use 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. The higher the number, the more you TRUST them to do what is right. (Top 4 Box) Informed publics 35-64 (global 20 countries) </li> <li> 16. Para alm da varivel tempo As regies esto vivas e com agendas prprias qual a melhor chave de leitura: - So destinos divergentes ou convergentes? Vo ficar todas com Confiana ou todas com Desconfiana? - Existir como unidade de sentido uma mdia de Confianas, mesmo que com elevado desvio padro? - Quo diverso pode ser um espao que se denomina Unio (Europeia) para continuar a merecer esse nome? Por outro lado, Governos e Empresas so um par? Duas realidades opostas? Namorados ou recem divorciados? Vizinhos ou companheiros de quarto? </li> <li> 17. Technology remains most trusted industry sector globally 17 45% 46% 56% 53% 56% 59% 57% 55% 62% 61% 65% 77% 40% 42% 45% 50% 53% 55% 55% 55% 55% 57% 57% 66% 76% Insurance Media companies Banks Entertainment Pharmaceuticals Food Retail Energy CPG manufacturers Automotive Health care industry Biotech/life sciences Technology 2009 2008 A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics 35-64 in 18 countries 2008-2009 N/A </li> <li> 18. In U.S., trust in every industry declined Banks and automotive led the way A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics 35-64 in the United States 69% 60% 44% 49% 50% 58% 64% 54% 54% 73% 63% 80% 36% 33% 25% 31% 33% 42% 49% 40% 42% 62% 54% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 18 -33 -27 </li> <li> 19. In the U.K., France, and Germany, trust in automotive, energy, banks, and media companies fell 19 A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics 35-64 U.K./France/Germany </li> <li> 20. Leituras com boa vontade Vendo bem, o problema est bem localizado, os maus esto notificados, basta extorquir o tumor, o cluster dos txicos Alguma generalizao decorrer da centralidade do financeiro, resolvido isso voltar a normalidade e o crescimento apenas uma crise de crescimento, as lideranas foram demasiado frente e depressa e as sociedades que no souberam acompanhar O que essencial para o futuro, para uma Sociedade do Conhecimento, as TIC, at no est nada mal e, afinal, continuamos a confiar nos produtos do quotidiano (CPG), assegurando o presente </li> <li> 21. In emerging economies, industries that suffer in West remain trusted A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics 35-64 21 China BrazilIndia </li> <li> 22. Companies headquartered in Sweden, Germany, and Canada remain most trusted; companies in China and Russia trusted the least A12-24. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. Use the same 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) Informed publics 35-64 in 18 countries 76% 74% 74% 71% 68% 62% 60% 59% 54% 53% 36% 28% 26% 73% 72% 71% 68% 65% 60% 53% 52% 50% 43% 32% 24% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 22 </li> <li> 23. Racionalidades Pesadas A Histria, a Cultura como Activo Estratgico? mesmo nestes tempos? Afinal, as Empresas so (sempre) Locais (na essncia)? E at onde vai o poder dos headquarters? Haver um modo asitico de construir Confiana para as suas empresas ou tm que treinar mais para atingir o nvel ocidental? </li> <li> 24. By a 3:1 margin, informed publics agree government should impose stricter regulations and greater control over business across all industries 24 F146. The recent credit crisis and government bail-outs have led to debates on how much governments should intervene to regulate industry or nationalize companies to restore public trust. Please tell me how strongly you agree or disagree that your government should in the future impose stricter regulations and greater control over business across all industry sectors.(Informed publics 25-64 in 20 countries) </li> <li> 25. Four Global Issues: Who Is Responsible for Causing and Solving? Global Warming Energy Costs Access to Affordable Healthcare Financial Credit Crisis </li> <li> 26. Government and business share responsibility for causing global issues 26 . 80% 81% 77% 80%79% 84% 81% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare Government and regulators Businesses E. 119-120, E124-125, 129-130, 134-135. Now thinking about (energy costs, financial credit crisis, global warming, affordable healthcare), please tell me how responsible you think each of the following entities are for contributing to (global issue)? TOP 4 BOX 25-64 informed publics in 20 countries </li> <li> 27. Government held most responsible for solving these issues 27 Despite being most trusted institution globally, NGOs not considered most responsible for solutions . 47% 53% 41% 70% 21% 24% 17% 9% 4% 2% 6% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare Government and regulators Businesses NGOs E138. And which ONE entity do you think should be MOST responsible for (solving each global issue)? Informed publics 25-64 in 20 countries </li> <li> 28. A Confiana, a Responsabilidade e os seus desajustamentos A Poltica est convocada para liderar a Retoma. Mas, - Parte de nveis baixos de Confiana Absoluta - Tem desempenhos muito desiguais ao longo das grandes regies do Mundo - Os Negcios so globais e as Polticas no tanto - Assenta num modelo de comunicao e relao com os cidados pouco interactivos, quase nada colaborativos </li> <li> 29. Experts, peers, and employees top 2009 list of credible sources C95-98,103. [TRACKING] Now Im going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the companyis it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box), Informed publics ages 25-64 in 20 countries 13% 16% 17% 20% 24% 27% 29% 29% 34% 35% 36% 38% 40% 40% 44% 48% Corporate or product advertising Social networking sites Personal or non-business blogs Business Blogs A company's own Web site Corporate communications Wikipedia or web portals Live communication such as a CEO Articles in newspapers Internet search engines Television news coverage News coverage on the...</li></ul>