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.

Transcript

_Trust Barometer - Apresentao Brasil - Pblica.pptx

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MARKET COMPARISONSDeveloped: US, UK, France, Germany and JapanEmerged: Brazil, Mexico, Russia, India and China

ONLINE SURVEY "IN 26 COUNTRIES

31,000+ respondents 5 years in 20+ markets 8 years in 10+ markets

GENERAL "POPULATION

1000 respondents per country surveyed

Ages 18+ 2 years of data

INFORMED "PUBLICS

500 respondents in U.S. and China & 200 in other countries

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 and public policy

13 years of data

Indicates Global Data

Indicates Brazil DataLATIN AMERICA SELECT COUNTRIES:Argentina, Brazil, and Mexico

EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST

2013

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 EMERGES AS CREDIBLE SPOKESPERSON2006

BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA2007

YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS2008

BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST2009

TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS2010

RISE OF AUTHORITY FIGURES2011

THE FALL OF GOVERNMENT2012

CRISIS OF LEADERSHIP

"EDELMAN TRUST BAROMETER IN RETROSPECT

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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

2011 20132012D

ISTR

US

TER

S

TRU

STE

RS

N

EU

TRA

L

GLOBAL 51China 76

UAE 68

Singapore 67

India 65

Indonesia 63

Mexico 63

Netherlands 61

Hong Kong 61

Canada 58

Malaysia 57

Italy 56

Argentina 54

Australia 53

Brazil 51

Sweden 49

U.S. 49

South Korea 44

Poland 44

U.K. 41

Ireland 41

France 40

Germany 39

Spain 37

Japan 34

Russia 32

EDELMANS TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013

GLOBAL 55

Brazil 80

UAE 78

Indonesia 74

China 73

Netherlands 73

Mexico 69

Singapore 67

Argentina 62

India 56

Italy 56

Canada 55

South Korea 53

Sweden 52

Japan 51

Australia 51

Spain 51

France 50

Poland 49

Germany 44

U.S. 42

U.K. 40

Russia 40

Ireland 39

Composite score is an average of a countrys trust in all four institutions. Informed Publics ages 25-64 in 20-country global total 6

Big Changes from 2008

"Germany +19China +18Canada +14India +11

Big Changes from 2012

"Germany +16France +14UK +12US +10

2013

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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

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

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

Largest Differences between

Gen Pop & Informed Publics

Poland, US, Sweden: - 14

points

Singapore, Ireland, Hong Kong, France: - 13 points

General Population is "9 points lower than Informed Publics

INFORMED PUBLIC

2013 GENERAL PUBLIC

DIS

TRU

STE

RS

TR

US

TER

S

NE

UTR

AL

LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS

12% 14% 16% 17%

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

TRUST ON THE RISE ACROSS INSTITUTIONS, "BUT WEAK INTENSITY PERSISTS

TRUST A GREAT DEAL

19% 22% 15% 17% NGOS

BUSINESS

MEDIA

GOVERNMENT2012 2013 2012 2013

2012 2013 2012 2013

Trust Total: 43%Trust Total: 48%

Trust Total: 53%Trust Total: 58%

Trust Total: 52%Trust Total: 57% Trust Total: 58%

Trust Total: 63%

TRUST IN INSTITUTIONS - GLOBAL

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5% 23%

12% 26%

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

NGOS IN BRAZIL REGAIN TRUST AND MEDIA TAKES THE LEAD; "GOVERNMENT REMAINS ON THE BOTTOM

24% 26% 24% 28%

NGOS

BUSINESS

MEDIA

GOVERNMENT2012 2013 2012 2013

2012 2013 2012 2013

Trust Total: 32% Trust Total: 33%

Trust Total: 63%Trust Total: 64%

Trust Total: 61%Trust Total: 66%

Trust Total: 49%Trust Total: 59%

TRUST IN INSTITUTIONS BRAZIL

9

TRUST A GREAT DEAL

52% 53% 54%

57% 59%

54%

61%

44% 48% 46%

45% 46%

47%

55% 52%

51% 49% 53% 53%

47%

56%

40% 43% 44%

46% 49%

38%

46%

20%

30%

40%

50%

60%

70%

80%

2007 2008 2009 2010 2011 2012 2013

NGOs Media Business Government

MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;"GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007

TRUST IN INSTITUTIONS INFORMED PUBLICS AGES 35-64 - GLOBAL

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)

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2007 "12 point gap

between business & government trust

2013 "10 point gap

between business & government trust

Back to 2011 highs

57%

51%

57% 55%

79%

40%

53%

62%

64% 60%

57%

72%

59%

67% 65%

61%

69%

63%

79%

62% 64%

28%

22%

51%

37%

83%

27%

31%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2007 2008 2009 2010 2011 2012 2013

NGOs Media Business Government

INTENSE COVERAGE OF LOCAL SCANDALS PUTS MEDIA ON THE TOP; "NGOS GOES BACK TO ITS NORMAL WAY

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

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TRUST IN INSTITUTIONS INFORMED PUBLICS AGES 35-64 - BRAZIL

48%

42%

47% 49% 39%

55%

63% 65%

62%

67% 64% 70%

59%

67% 62%

81%

63% 64%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011 2012 2013

Developed Emerging Brazil

TRUST IN BUSINESS REMAINS STABLE

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

TRUST IN BUSINESS: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL

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37% 36%

42% 43%

34%

47% 45%

50% 47%

60%

44%

56%

20%

43%

39%

85%

32% 33%

10%

20%

30%

40%

50%

60%

70%

80%