Trust 2016

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  • #EDtrust16

    25 februari 2016

  • Edelman Trust Barometer

    Online-enkt (28 lnder) General Online Population

    Fem r p 25+ marknader

    Informed Public

    tta r p 20+ marknader

    Representerar 15 % av totala globala befolkningen

    500 respondenter i USA och Kina, 200 i alla andra lnder

    Mste uppn fyra kriterier:

    Mellan 25-64 r

    Hgskoleutbildade

    lder 18+

    1 150 respondenter per land

    16 rs data

    33 000+ respondententer totalt

    Allt fltarbete utfrdes mellan 13 oktober och 16 november 2015

    I versta 25 % hushllsinkomst per ldersgrupp i varje land

    Rapportera signifikant mediakonsumtion och engagemang i affrsnyheter

  • Global perspective

  • China 82India 78UAE 74Mexico 72Singapore 72Indonesia 70U.S. 64Australia 63Canada 63Netherlands 62Colombia 61Brazil 58Italy 58Malaysia 58U.K. 57France 55South Africa 54Argentina 53Spain 53Hong Kong 52Germany 51South Korea 50Ireland 49Turkey 47Sweden 46Poland 42Russia 42Japan 41

    Global

    46Sweden

    82China

    Informed Public

    China 73UAE 66India 65Singapore 64Indonesia 62Mexico 60Canada 56Colombia 55Netherlands 52Argentina 51Malaysia 51Brazil 50Australia 49Italy 49U.S. 49Hong Kong 47Spain 46S. Africa 45Germany 42S. Korea 42U.K. 42France 41Ireland 41Turkey 41Russia 39Japan 38Sweden 37Poland 35

    73China

    General PopulationTrust Index:

    General Population Lags

    60 Global 50

    Average trust in institutions, Informed Public vs. General Population, 2016

    Nearly 6 in 10 countries are

    distrusters among the

    General Population

    Sweden 37

  • 2015.02.25 Trust Barometer

    Trust Rising

    5

    Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016

    GovernmentBusinessNGOs

    2014 2015

    75% 79%

    +4

    Media

    82%86%

    +4

    2014 2015

    64%73%

    +9

    77% 81%

    +4

    2014 2015

    58%

    70%

    +12

    70%

    80%

    +10

    2014 2015

    54%71%

    +17

    72%83%

    +11

  • Business Must Lead to Solve Problems87% A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.

    Agree(78% in 2015)

  • Canada

    Brazil

    Germany

    FranceChina

    U.S.

    Poland

    Argentina

    Sweden

    Mexico

    U.K.Ireland

    Netherlands

    Turkey

    Singapore

    Hong Kong

    MalaysiaColombia

    Japan

    Australia

    Russia

    S. KoreaItaly

    Spain

    Indonesia

    U.A.E.

    South Africa

    India

    T

    E

    R

    H

    T

    TT

    E

    E

    P

    P

    E

    H

    P

    T

    H

    H

    H

    E

    E

    E

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    P

    I

    H

    T

    M

    Societal Expectations VaryMost important issue for business to address in each country/area

    Access to education/training

    Address income inequality

    Access to healthcare

    Protecting/improving the environment

    Reducing poverty

    Access to food/water/housing

    Supporting human & civil rights

    Modern infrastructure

    E

    T

    P

    H

    F

    R

    M

    I

  • 2015.02.25 Trust Barameter8

    66 66 66 64 62 62 60 5956 54

    47 4542

    33 31 30 29

    Can

    ada

    Swed

    en

    Swit

    zerl

    and

    Ger

    man

    y

    Aust

    ralia

    U.K

    .

    Japa

    n

    Net

    herl

    ands

    U.S

    .

    Fran

    ce

    Ital

    y

    Spai

    n

    Sout

    h Ko

    rea

    Chi

    na

    Bra

    zil

    Indi

    a

    Mex

    ico

    +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +34 Year Trend

  • Sverige

  • 2015.02.25 Trust Barometer

    Vrlden har frtroende fr svenska fretag.

    10

    Sweden 66

    Kanada 66

    Schweiz 66

    Tyskland 64

    Australien 62

    UK 62

    Japan 60

    Nederlnderna 59

    USA 56

    Frankrike 54

    Italien 47

    Spanien 45

    Sydkorea 42

    Kina 33

    Brasilien 31

    Indiien 30

    Mexiko 29

    66Sverige

    66

  • 2015.02.25 Trust Barometer

    Stockholm is the second most prolific tech hub in the world on a per capita basis, behind Silicon Valley. How did that happen and where does it go from here?

    11

    How Sweden became the startup capital of Europe

    13k 3k 17k

  • 2015.02.25 Trust Barometer

    Men Sverige hller inte med.

    12

    Kina 73UAE 66Indien 65Singapore 64Indonesien 62Mexiko 60Kanada 56Colombia 55Nederlnderna 52Argentina 51Malaysia 51Brasilien 50Australien 49Italien 49USA 49Hong Kong 47Spanien 46Sydafrika 45Tyskland 42Sydkorea 42UK 42Frankrike 41Irland 41Turkiet 41Ryssland 39Japan 38Sweden 37Polen 35

    Globalt 49

    37Sverige37

  • 2015.02.25 Trust Barometer

    Inte ens de mest utbildade svenskarna tror p oss.

    13

    Kina 82Indien 78UAE 74Mexiko 72Singapore 72Indonesien 70USA 64Australien 63Kanada 63Nederlnderna 62Colombia 61Brasilien 58Italien 58Malaysia 58UK 57Frankrike 55Sydafrika 54Argentina 53Spanien 53Hong Kong 52Tyskland 51Sydkora 50Irland 49Turkiet 47Sweden 46Polen 42Ryssland 42Japan 41

    Globalt 60

    46Sverige46

  • Det Sverige r knt fr - en stark social sammanhllning - hller p att tappa sin kraft.

  • S EDEN

    MSMEDEN

  • 2015.02.25 Trust Barometer

    7 av 10 litar p en talesperson man knner igen sig i.

    16

    58

    2015 2016

    6961

    63

    5157

    43 45 42 4238

    42 4537 35 37

    En pe

    rson s

    om ja

    g sjl

    v

    En te

    knisk

    expe

    rt

    En ak

    adem

    isk ex

    pert

    En va

    nlig a

    nstl

    ld

    En fin

    ansa

    nalyt

    iker

    Repre

    senta

    nt off

    entlig

    sekto

    r VD

    Em N

    GO-r

    epre

    sent

    ant

    En st

    yrels

    eleda

    mot

    6369

    %

  • 2015.02.25 Trust Barameter

    Men den mest tillfrlitliga informationskllan r ohotat familj och vnner.

    17

    Vnn

    er oc

    h fam

    ilj

    En ak

    adem

    isk ex

    pert

    Ett f

    reta

    g jag

    anvn

    der

    Ett f

    reta

    gs an

    stlld

    a

    Ett f

    reta

    gs VD

    En jo

    urna

    list

    Folkv

    alda

    En k

    nd on

    line-

    perso

    n

    Ett f

    reta

    g jag

    inte

    anvn

    der

    Knd

    isar

    76

    54 5346

    3527

    2219

    17 15

  • 2015.02.25 Trust Barameter

    Vi litar mer p dem n p traditionella experter.

    18

    76

    54 5346

    3527

    2219

    17 15

    Vnn

    er oc

    h fam

    ilj

    En ak

    adem

    isk ex

    pert

    Ett f

    reta

    g jag

    anvn

    der

    Ett f

    reta

    gs an

    stlld

    a

    Ett f

    reta

    gs VD

    En jo

    urna

    list

    En k

    nd on

    line-

    perso

    n

    Ett f

    reta

    g jag

    inte

    anvn

    der

    Knd

    isar

    Folkv

    alda

  • 2015.02.25 Trust Barameter

    Vi litar mer n dubbelt s mycket p de fretag vi anvnder oss av n de vi inte anvnder oss av.

    19

    76

    54 5346

    3527

    2219

    17 15

    Vnn

    er oc

    h fam

    ilj

    En ak

    adem

    isk ex

    pert

    Ett f

    reta

    g jag

    anvn

    der

    Ett f

    reta

    gs an

    stlld

    a

    Ett f

    reta

    gs VD

    En jo

    urna

    list

    En k

    nd on

    line-

    perso

    n

    Ett f

    reta

    g jag

    inte

    anvn

    der

    Knd

    isar

    Folkv

    alda

  • 74

    64

    59

    43

    33

    18

    Sk TV Sociala medier Tidningar Magasin Bloggar

    Sk r den informationskllan vi oftast anvnder oss av.

  • 62

    53

    55

    4950

    49

    41

    43

    48

    52

    Skmotorer Traditionella medier

    2012 2013 2014 2015 2016

    Och ven litar mest p, fr frsta ret ngonsin.

  • 2015.02.25 Trust Barometer

    Och de yngre litar nnu mer p sk.

    22

    Skmotorer

    5262

    Sociala medier

    22

    33

    General Population Millenials

  • Genom me-samhllet delar vi in oss i lger dr vi bekrftar vr egen vrldsbild.

  • 2015.02.25 Trust Barometer24

  • A wolf pack: the first 3 are the old or sick, they give the pace to the entire pack. If it was the other way round, they would be left behind, losing contact with the pack

    Jim Dunaway

    29k

  • A wolf pack: the first 3 are the old or sick, they give the pace to the entire pack. If it was the other way round, they would be left behind, losing contact with the pack

    Jim Dunaway

    29k

  • Skapar det ett tunnelseendet som gr oss blinda fr vad som sker utanfr de

    samtalsmnen vi aktivt vljer?

  • 2015.02.25 Trust Barometer

    Ju nrmre vi str de olika institutionerna, desto mer litar vi p dem.

    29

    NGO:er Fretag Medier Offentlig sektor

    44 46

    36

    58

    26

    46

    31

    45

  • 25

    28 28

    25 26

    41

    46 47

    37

    44

    IPGP

    2012 2013 2014 2015 2016

    Migrationskrisen har haft stor inverkan p landet nr det kommer till NGO:ernas frtroendegap

  • 44

    50

    45

    48

    45

    62

    6563

    59 58

    IPGP

    2012 2013 2014