Trust Barometer 2013 - Brazil

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    17-Oct-2014

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The 2013 Edelman Trust Barometer is the firms 13th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 26,000 general population respondents with an oversample of 5,800 informed publics ages 25-64 across 26 countries. Here you will find the results focused on the Brazilian market.

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<p>_Trust Barometer - Apresentao Brasil - Pblica.pptx</p> <p>2</p> <p>MARKET COMPARISONSDeveloped: US, UK, France, Germany and JapanEmerged: Brazil, Mexico, Russia, India and China</p> <p>ONLINE SURVEY "IN 26 COUNTRIES</p> <p> 31,000+ respondents 5 years in 20+ markets 8 years in 10+ markets </p> <p>GENERAL "POPULATION</p> <p> 1000 respondents per country surveyed</p> <p> Ages 18+ 2 years of data </p> <p>INFORMED "PUBLICS</p> <p> 500 respondents in U.S. and China &amp; 200 in other countries</p> <p> Ages 25-64 College-educated In top 25% of household </p> <p>income per age group in each country</p> <p> Report significant media consumption and engagement in business news and public policy</p> <p> 13 years of data </p> <p> Indicates Global Data</p> <p>Indicates Brazil DataLATIN AMERICA SELECT COUNTRIES:Argentina, Brazil, and Mexico </p> <p>EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST </p> <p>2013</p> <p>RISING INFLUENCE OF NGOS2001</p> <p>FALL OF THE CELEBRITY CEO2002</p> <p>EARNED MEDIA MORE CREDIBLE THAN ADVERTISING2003</p> <p>U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT2004</p> <p>TRUST SHIFTS FROM AUTHORITIES TO PEERS2005</p> <p>A PERSON LIKE ME EMERGES AS CREDIBLE SPOKESPERSON2006</p> <p>BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA2007</p> <p>YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS2008</p> <p>BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST2009</p> <p>TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS2010</p> <p>RISE OF AUTHORITY FIGURES2011</p> <p>THE FALL OF GOVERNMENT2012</p> <p>CRISIS OF LEADERSHIP</p> <p>"EDELMAN TRUST BAROMETER IN RETROSPECT</p> <p>3</p> <p>GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36</p> <p>2011 20132012D</p> <p>ISTR</p> <p>US</p> <p>TER</p> <p>S</p> <p>TRU</p> <p>STE</p> <p>RS</p> <p>N</p> <p>EU</p> <p>TRA</p> <p>L</p> <p>GLOBAL 51China 76</p> <p>UAE 68</p> <p>Singapore 67</p> <p>India 65</p> <p>Indonesia 63</p> <p>Mexico 63</p> <p>Netherlands 61</p> <p>Hong Kong 61</p> <p>Canada 58</p> <p>Malaysia 57</p> <p>Italy 56</p> <p>Argentina 54</p> <p>Australia 53</p> <p>Brazil 51</p> <p>Sweden 49</p> <p>U.S. 49</p> <p>South Korea 44</p> <p>Poland 44</p> <p>U.K. 41</p> <p>Ireland 41</p> <p>France 40</p> <p>Germany 39</p> <p>Spain 37</p> <p>Japan 34</p> <p>Russia 32</p> <p>EDELMANS TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013</p> <p> GLOBAL 55</p> <p>Brazil 80</p> <p>UAE 78</p> <p>Indonesia 74</p> <p>China 73</p> <p>Netherlands 73</p> <p>Mexico 69</p> <p>Singapore 67</p> <p>Argentina 62</p> <p>India 56</p> <p>Italy 56</p> <p>Canada 55</p> <p>South Korea 53</p> <p>Sweden 52</p> <p>Japan 51</p> <p>Australia 51</p> <p>Spain 51</p> <p>France 50</p> <p>Poland 49</p> <p>Germany 44</p> <p>U.S. 42</p> <p>U.K. 40</p> <p>Russia 40</p> <p>Ireland 39</p> <p>Composite score is an average of a countrys trust in all four institutions. Informed Publics ages 25-64 in 20-country global total 6</p> <p>Big Changes from 2008 </p> <p>"Germany +19China +18Canada +14India +11</p> <p>Big Changes from 2012 </p> <p>"Germany +16France +14UK +12US +10</p> <p> 2013</p> <p>7</p> <p>GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36</p> <p>GLOBAL 48 China 70 India 64 UAE 63 Singapore 63 Indonesia 61 Malaysia 61 Mexico 59 Hong Kong 54 Canada 52 Brazil 51 Netherlands 50 Argentina 48 U.S. 45 Germany 44 UK 43 S. Korea 43 Turkey 43 France 41 Italy 40 Sweden 40 Australia 39 Spain 37 Japan 35 Poland 34 Ireland 33Russia 30</p> <p>Composite score is an average of a countrys trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries </p> <p>Largest Differences between</p> <p>Gen Pop &amp; Informed Publics</p> <p>Poland, US, Sweden: - 14 </p> <p>points</p> <p>Singapore, Ireland, Hong Kong, France: - 13 points</p> <p>General Population is "9 points lower than Informed Publics</p> <p>INFORMED PUBLIC</p> <p> 2013 GENERAL PUBLIC</p> <p>DIS</p> <p>TRU</p> <p>STE</p> <p>RS</p> <p>TR</p> <p>US</p> <p>TER</p> <p>S</p> <p>NE</p> <p>UTR</p> <p>AL</p> <p>LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS</p> <p>12% 14% 16% 17% </p> <p>Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in 20-country global total </p> <p>TRUST ON THE RISE ACROSS INSTITUTIONS, "BUT WEAK INTENSITY PERSISTS</p> <p>TRUST A GREAT DEAL</p> <p>19% 22% 15% 17% NGOS</p> <p>BUSINESS</p> <p>MEDIA</p> <p>GOVERNMENT2012 2013 2012 2013</p> <p>2012 2013 2012 2013</p> <p>Trust Total: 43%Trust Total: 48%</p> <p>Trust Total: 53%Trust Total: 58%</p> <p>Trust Total: 52%Trust Total: 57% Trust Total: 58%</p> <p>Trust Total: 63%</p> <p>TRUST IN INSTITUTIONS - GLOBAL </p> <p>8</p> <p>5% 23% </p> <p>12% 26% </p> <p>Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 </p> <p>NGOS IN BRAZIL REGAIN TRUST AND MEDIA TAKES THE LEAD; "GOVERNMENT REMAINS ON THE BOTTOM</p> <p>24% 26% 24% 28% </p> <p>NGOS</p> <p>BUSINESS</p> <p>MEDIA</p> <p>GOVERNMENT2012 2013 2012 2013</p> <p>2012 2013 2012 2013</p> <p>Trust Total: 32% Trust Total: 33%</p> <p>Trust Total: 63%Trust Total: 64%</p> <p>Trust Total: 61%Trust Total: 66%</p> <p>Trust Total: 49%Trust Total: 59%</p> <p>TRUST IN INSTITUTIONS BRAZIL </p> <p>9</p> <p>TRUST A GREAT DEAL</p> <p>52% 53% 54% </p> <p>57% 59% </p> <p>54% </p> <p>61% </p> <p>44% 48% 46% </p> <p>45% 46% </p> <p>47% </p> <p>55% 52% </p> <p>51% 49% 53% 53% </p> <p>47% </p> <p>56% </p> <p>40% 43% 44% </p> <p>46% 49% </p> <p>38% </p> <p>46% </p> <p>20% </p> <p>30% </p> <p>40% </p> <p>50% </p> <p>60% </p> <p>70% </p> <p>80% </p> <p>2007 2008 2009 2010 2011 2012 2013</p> <p>NGOs Media Business Government </p> <p>MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;"GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 </p> <p>TRUST IN INSTITUTIONS INFORMED PUBLICS AGES 35-64 - GLOBAL </p> <p>Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-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 Publics ages 35-64 in 18-country global total (excludes Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)</p> <p>10</p> <p>2007 "12 point gap </p> <p>between business &amp; government trust</p> <p>2013 "10 point gap </p> <p>between business &amp; government trust</p> <p>Back to 2011 highs</p> <p>57% </p> <p>51% </p> <p>57% 55% </p> <p>79% </p> <p>40% </p> <p>53% </p> <p>62% </p> <p>64% 60% </p> <p>57% </p> <p>72% </p> <p>59% </p> <p>67% 65% </p> <p>61% </p> <p>69% </p> <p>63% </p> <p>79% </p> <p>62% 64% </p> <p>28% </p> <p>22% </p> <p>51% </p> <p>37% </p> <p>83% </p> <p>27% </p> <p>31% </p> <p>10% </p> <p>20% </p> <p>30% </p> <p>40% </p> <p>50% </p> <p>60% </p> <p>70% </p> <p>80% </p> <p>90% </p> <p>2007 2008 2009 2010 2011 2012 2013</p> <p>NGOs Media Business Government </p> <p>INTENSE COVERAGE OF LOCAL SCANDALS PUTS MEDIA ON THE TOP; "NGOS GOES BACK TO ITS NORMAL WAY</p> <p>Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-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 Publics ages 35-64</p> <p>11</p> <p>TRUST IN INSTITUTIONS INFORMED PUBLICS AGES 35-64 - BRAZIL</p> <p>48% </p> <p>42% </p> <p>47% 49% 39% </p> <p>55% </p> <p>63% 65% </p> <p>62% </p> <p>67% 64% 70% </p> <p>59% </p> <p>67% 62% </p> <p>81% </p> <p>63% 64% </p> <p>20% </p> <p>30% </p> <p>40% </p> <p>50% </p> <p>60% </p> <p>70% </p> <p>80% </p> <p>90% </p> <p>100% </p> <p>2008 2009 2010 2011 2012 2013</p> <p>Developed Emerging Brazil </p> <p>TRUST IN BUSINESS REMAINS STABLE</p> <p>Q11-14. [Trust in Business] [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-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 Publics ages 25-64 in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil </p> <p>TRUST IN BUSINESS: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL </p> <p>12</p> <p>37% 36% </p> <p>42% 43% </p> <p>34% </p> <p>47% 45% </p> <p>50% 47% </p> <p>60% </p> <p>44% </p> <p>56% </p> <p>20% </p> <p>43% </p> <p>39% </p> <p>85% </p> <p>32% 33% </p> <p>10% </p> <p>20% </p> <p>30% </p> <p>40% </p> <p>50% </p> <p>60% </p> <p>70% </p> <p>80% </p> <p>90% </p> <p>100% </p> <p>2008 2009 2010 2011 2012 2013</p> <p>Developed Emerging Brazil </p> <p>SCANDALS AND LOW GDP AFFECT TRUST IN GOVERNMENT</p> <p>Q11-14. [Trust in Government] [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-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 Publics ages 25-64 in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil </p> <p>TRUST IN GOVERNMENT: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL </p> <p>13</p> <p>BUSINESS TRUSTED MORE THAN GOVERNMENT IN "16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT</p> <p>GovernmentBusiness </p> <p>GAP BETWEEN BUSINESS &amp; GOVERNMENT GROWING Globally, largest gap since 2007*</p> <p>Trust in Government62% of markets surveyed </p> <p>have trust score below 50%</p> <p>Trust in Business35% of markets surveyed </p> <p>have trust score below 50% </p> <p>14</p> <p>59%</p> <p>82%</p> <p>64%</p> <p>49%</p> <p>74%</p> <p>56%</p> <p>81%</p> <p>44%</p> <p>56%52%</p> <p>44%</p> <p>40%</p> <p>62%</p> <p>56%</p> <p>47% 48%</p> <p>63%</p> <p>58%</p> <p>48%</p> <p>61% 60%</p> <p>77%</p> <p>44%</p> <p>58%</p> <p>65%</p> <p>74%</p> <p>31%</p> <p>50%</p> <p>41%</p> <p>33%</p> <p>19%</p> <p>47%</p> <p>30%</p> <p>57%</p> <p>20%</p> <p>35%32% 32% 29%</p> <p>53%</p> <p>47%</p> <p>40%43%</p> <p>60%58%</p> <p>48%</p> <p>62% 63%</p> <p>82%</p> <p>49%</p> <p>65%</p> <p>73%</p> <p>81%</p> <p>44%</p> <p>#7 empresas# 20 governo</p> <p>Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-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 Publics ages 25-64 in Mexico, Brazil, Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia</p> <p>BRAZIL "+31 POINTS</p> <p>ARGENTINA" +30 POINTS</p> <p>SOUTH KOREA" +13 POINTS</p> <p>JAPAN"+20 POINTS</p> <p>INDONESIA"+27 POINTSINDIA"</p> <p>+24 POINTS</p> <p>RUSSIA"+11 POINTSIRELAND "</p> <p>+12 POINTS</p> <p>POLAND "+26 POINTS</p> <p>SPAIN"+24 POINTS</p> <p>ITALY"+21 POINTS</p> <p>TRUST IN BUSINESS VS. GOVERNMENT HEAT MAP </p> <p>MEXICO "+41 POINTS</p> <p>TRUST BUSINESS OVER GOVERNMENT</p> <p>TRUST GOVERNMENT OVER BUSINESS</p> <p>15</p> <p>6%</p> <p>11%</p> <p>31%</p> <p>17%</p> <p>33%</p> <p>LACK OF REGULATION OR CONTROL</p> <p>TRANSPARENCY ISSUES</p> <p>POOR PERFORMANCE/ INCOMPETENCE</p> <p>WRONG INCENTIVES DRIVING POLICIES</p> <p>CORRUPTION OR FRAUD</p> <p>16%</p> <p>16%</p> <p>16%</p> <p>23%</p> <p>27%</p> <p>LACK OF REGULATION OR CONTROL</p> <p>TRANSPARENCY ISSUES</p> <p>POOR PERFORMANCE/ INCOMPETENCE</p> <p>WRONG INCENTIVES DRIVING BUSINESS DECISIONS</p> <p>CORRUPTION OR FRAUD</p> <p>CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENTREASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) </p> <p>Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total </p> <p>REASONS FOR TRUSTING GOVERNMENT LESS </p> <p>REASONS FOR TRUSTING BUSINESS LESS </p> <p>50% 50%</p> <p>16</p> <p>2%</p> <p>13%</p> <p>8%</p> <p>4%</p> <p>73%</p> <p>LACK OF REGULATION OR CONTROL</p> <p>POOR PERFORMANCE/ INCOMPETENCE</p> <p>TRANSPARENCY ISSUES</p> <p>WRONG INCENTIVES DRIVING POLICIES</p> <p>CORRUPTION OR FRAUD</p> <p>13%</p> <p>17%</p> <p>29%</p> <p>17%</p> <p>21%</p> <p>LACK OF REGULATION OR CONTROL</p> <p>POOR PERFORMANCE/ INCOMPETENCE</p> <p>TRANSPARENCY ISSUES</p> <p>WRONG INCENTIVES DRIVING BUSINESS DECISIONS</p> <p>CORRUPTION OR FRAUD</p> <p>BEHAVIOR IS THE MOST IMPORTANT ASSET FOR INSTITUTIONSMAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST BRAZIL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) </p> <p>Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population</p> <p>REASONS FOR TRUSTING GOVERNMENT LESS </p> <p>REASONS FOR TRUSTING BUSINESS LESS </p> <p>38%77%</p> <p>17</p> <p>Technology #1 in all markets surveyed*</p> <p>SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTEDTRUST IN INDUSTRIES GLOBAL </p> <p>20132012</p> <p>Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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 publics ages 25-64 in 20 -country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis) 18</p> <p>77% </p> <p>69% </p> <p>66% </p> <p>65% </p> <p>62% </p> <p>62% </p> <p>59% </p> <p>58% </p> <p>53% </p> <p>50% </p> <p>50% </p> <p>Technology </p> <p>Automotive </p> <p>Food and beverage </p> <p>Consumer packaged goods </p> <p>Telecommunications </p> <p>Brewing and spirits </p> <p>Energy </p> <p>Pharmaceuticals </p> <p>Media </p> <p>Banks </p> <p>Financial services 45% </p> <p>47% </p> <p>51% </p> <p>53% </p> <p>56% </p> <p>59% </p> <p>60% </p> <p>62% </p> <p>64% </p> <p>66% </p> <p>79% </p> <p>Financial services </p> <p>Banks </p> <p>Media </p> <p>Energy </p> <p>Pharmaceuticals </p> <p>Brewing and spirits </p> <p>Telecommunications </p> <p>Consumer packaged goods </p> <p>Food and beverage </p> <p>Automotive </p> <p>Technology </p> <p>2013: Top 3 in Developed Markets" #1 Technology#2 Automotive#2 Brewing &amp; Spirits </p> <p>2013: Top 3 in Emerging Markets"</p> <p>#1 Technology#2 Automotive#3 Consumer Packaged Goods#3 Energy</p> <p>60%</p> <p>80%</p> <p>77%</p> <p>73%</p> <p>71%</p> <p>70%</p> <p>69%</p> <p>65%</p> <p>61%</p> <p>60%</p> <p>56%</p> <p>52%</p> <p>Technology </p> <p>Food and beverage </p> <p>Pharmaceuticals </p> <p>Energy </p> <p>Automotive </p> <p>Consumer packaged goods </p> <p>Media </p> <p>Brewing and spirits </p> <p>Telecommunications </p> <p>Financial services </p> <p>Banks </p> <p>19</p> <p>20132012</p> <p>Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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 publics ages 25-64 (only industries tracked from 2012 to 2013 shown) </p> <p>53%</p> <p>55%</p> <p>56%</p> <p>59%</p> <p>67%...</p>