2011 Edelman Trust Barometer

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2011 Edelman Trust Barometer - Netherlands findings

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  • 2011 Edelman Trust Barometer

    January 20, 2011

    The Netherlands findings

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1http://www.flags.net/EUUN.htmhttp://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • Edelman Trust Barometer at a glance

    Eleventh annual study

    5,075 people in 23 countries of which 200 in the Netherlands

    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

    2

    EU Select Countries: UK, France, Germany, Italy, Spain,

    Netherlands, Sweden, Ireland, Poland (Each country N=200 aged 25-64)

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • The Edelman Trust Barometer in retrospect

    Rising Influence of NGOs 2001

    Fall of the celebrity CEO 2002

    Earned media more credible than advertising 2003

    U.S. companies in Europe suffer trust discount 2004

    Trust shifts from authorities to peers 2005

    A person like me emerges as credible spokesperson 2006

    Business more trusted than government and media 2007

    Young influencers have more trust in business 2008

    Business must partner with government to regain trust 2009

    Trust is now an essential line of business 2010

    3

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 2010 Year in review

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • State of Trust

    Shifting center of gravity

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 6

    57% 54%

    47% 45%

    61%

    56% 52%

    49%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    NGOs Business Government Media

    2010 2011

    Trust in Institutions Global

    Globally, trust increases in all institutions

    A7-10. [Institutions 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. On 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, how

    much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)

    +4

    +5 +4

    +2

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 62% 58%

    54% 51%

    59%

    53%

    46% 44%

    72% 74% 75%

    69%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    NGOs Business Government Media

    Global E.U. Netherlands

    Trust in institutions

    A7-A10. 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. On 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, how much do you trust

    [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and The Netherlands.

    7

    Netherlands has strong trust in all institutions, in contrast to the rest of EU

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 75%

    59%

    54%

    40%

    55%

    36%

    31%

    54%

    46% 49%

    42%

    74%

    64%

    53% 52% 52% 48%

    46% 46% 44% 44%

    41%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    8

    Trust in Business (2010 2011)

    A9. [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. On 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, how much do

    you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the US, EU countries and Russia

    Trusters Distrusters (< 50%) Neutral

    2010 2011

    +15

    - 8

    Netherlands trust in business highest among EU countries

    +12 +12

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 9

    Trust in Business Informed Publics ages 25-64

    59%

    36%

    54%

    46% 43% 50%

    53%

    60%

    75% 74%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    2008 2009 2010 2011

    U.S. EU Netherlands

    Business maintains trust recovery achieved last year in Netherlands

    A7-10. [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.

    On 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, how much

    do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S., EU countries (excludes Russia) and Netherlands

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 75%

    60%

    43%

    36% 36% 38%

    31%

    46%

    38%

    43%

    28%

    75%

    64%

    49% 45%

    43% 43% 42% 40% 39%

    33%

    20%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    10

    Trust in Government (2010 2011)

    A7. [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. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the US, EU countries and Russia

    Trusters Distrusters (< 50%)

    - 6 +11

    Netherlands trust in government highest among EU countries

    - 10

    2010 2011

    http://www.google.com/imgres?imgurl=http://www.traveltoucan.com/files/Netherlands-flag.gif&imgrefurl=http://www.traveltoucan.com/Netherlands-Travel&h=240&w=360&sz=2&tbnid=yylhFJoNNVkEaM::&tbnh=81&tbnw=121&prev=/images?q=netherlands+flag&hl=en&usg=__T5pFxQGqPBI1o1aOKTgN-o1dMWM=&sa=X&oi=image_result&resnum=5&ct=image&cd=1
  • 58%

    37%

    49%

    38% 36%