2016 edelman trust barometer hong kong

Hong Kong

2016 Edelman Trust Barometer

Informed Public

‣ 8 years in 20+ markets

‣ Represents 15% of total global population

‣ 500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

‣ 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

General Online Population

‣ 5 years in 25+ markets

‣ Ages 18+

‣ 1,150 respondents per country

Methodology

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-

specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),

Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

‣ 16 years of data

‣ 33,000+ respondents total

‣ All fieldwork was conducted between October 13th and November 16th, 2015

Online Survey in 28 Countries

Mass Population

‣ All population not including Informed Public

‣ Represents 85% of total global population

2

49 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

49 Australia

49 Italy

49 U.S.

47 Hong Kong

46 Spain

45 S. Africa

42 Germany

42 S. Korea

42 U.K.

41 France

41 Ireland

41 Turkey

39 Russia

38 Japan

37 Sweden

35 Poland

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 S. Korea

Average trust in institutions,

Informed Public vs.

General Population, 2016

Nearly 6 in 10

countries are

distrusters among the

General Population

The Trust Index is an average of a country’s trust in the

institutions of government, business, media and NGOs.

28-country global total.

InformedPublic

GeneralPopulation

60 Global 50 Global

3

Trusters

Neutrals

Distrusters

Trust Index

5148

4541

55 53

4742

6357

5148

6763

5751

Globally, trust rising

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you Trust that institution to do what is right

using 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, Trust) Informed

Public and General Population, 27-country global total.

4

Percent Trust in the four institutions of

government, business, media and NGOs, 2015 vs. 2016

NGOs Business Media Government

+4 +6 +6 +3Informed

Public

General

Population

2015 2016

+4 +5 +2 +1

Institutions

NGOs

Media

Government

Business



Public and General Population, Hong Kong.

5

Percent trust in the four institutions of

government, business, media and NGOs, 2012 vs. 2016

Trust in Hong Kong fails to recover

61

6364

57 57

54

55 55

50

47

4243

41

3839

55

53

42

4445

2012 2013 2014 2015 2016

General

Population



Public and General Population, Hong Kong, Singapore and UAE.

6

Percent trust in business, 2012 vs. 2016

Business trust in Hong Kong falling behindGeneral

Population

5553

4244

45

5960 60

57

60

54

6362

6567

2012 2013 2014 2015 2016

Business

Hong Kong

Singapore

United Arab Emirates



Public and General Population, Hong Kong, Singapore and UAE.

7

Percent trust in government, 2012 vs. 2016

And trust in government also behindGeneral

Population

5553

4244 45

7172 73

68

74

69

75

78

83

80

2012 2013 2014 2015 2016

Government

Hong Kong

Singapore

United Arab Emirates

8

Skepticism across the generations


using 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, Trust) Age

breakdown (18-34, 35-54, 55+), General Population, Hong Kong.

Percent trust per age group in the four institutions of

government, business, media and NGOs

Business MediaNGOs Government

60%

35%

45%

35%

55%

39%

49%44%

58%

45% 47%

59%

General

Population

35 - 54

18 - 34

55 +

50%55

46

19 21

28

48

4145

4247

44

57

4650

46

63

5249

58 55 5551

69

62 64

73 7379 81

87

47

37

1520

24

31 31 33 33 34 3436 36 37

3945 46 47 49 49 49

57

64 64 6569 70

74

81 83

Glo

ba

l

GD

P 5

Ja

pa

n

Fra

nce

Ge

rma

ny

U.K

.

Au

str

alia

Ita

ly

S. K

ore

a

Ne

the

rla

nd

s

Sw

ede

n

Po

land

Ho

ng

Ko

ng

Ca

na

da

Ru

ssia

U.S

.

Sin

ga

po

re

Turk

ey

Ire

land

S. A

fric

a

Sp

ain

Ma

laysia

Me

xic

o

Arg

en

tin

a

Bra

zil

Ch

ina

UA

E

Indo

ne

sia

Co

lom

bia

India

In 19 of 28 countries, less than half of Mass Population

think they will be better off in five years

Mass population less optimistic

Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing

in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

9

Percent of the Informed Public vs. Mass Population who

believe they and their families will be better off in five years’ time Informed

Public

Mass

Population

17 10 12 13 10 21 10 13 18 6 3

1Trust in business

• Industry sector

• Enterprise type

• Country of origin

• Leadership

11

50%

55%

60%

65%

70%

75%

80%

Trust declines in all sectors

Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Hong Kong.

*From 2012-2014, Pharma included as subsector(Q61f-65f).

**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.

Trust in each industry sector, 2012 - 2016

2012 2013 2014 2015 2016

Industry 2012 2013 2014 2015 2016

5 yr.

Trend

Technology 78% 76% 79% 75% 69% 9

Food & Beverage 68% 69% 70% 64% 59% 9

Energy 68% 69% 68% 62% 59% 9

Automotive 66% 70% 74% 69% 58% 8

Telecommunications 64% 69% 69% 64% 58% 6

Consumer Packaged Goods 65% 68% 68% 62% 56% 9

Pharmaceutical 67% 69% 69% 66% 55% 12

Financial Services 57% 59% 62% 61% 54% 3

General

Population

12

Business must lead to solve problems

Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General

Population, Hong Kong, question asked of half the sample.

62% agree“A company can take

specific actions that both

increase profits and

improve the economic

and social conditions in

the community where it

operates.”

General

Population

13

Access to education/training

Address income inequality

Access to healthcare

Protecting/improving the environment

Reducing poverty

Supporting human & civil rights

Modern infrastructure

E

E

P

H

Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?

Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country

global total, question asked of one quarter the sample.

Societal

expectations

varyMost important issue for

business to address in

each country

Canada

Brazil

Germany

France

ChinaU.S.

Poland

Argentina

Sweden

Mexico

U.K.

Ireland

Netherlands

Turkey

Singapore

Hong Kong

MalaysiaColombia

Japan

Australia

Russia

S. KoreaItaly

Spain

Indonesia

UAE

S. Africa

India

General

Population

R

I

I

E

E

R

H

E

E

E

E

E

P

P

E

H

P

E

H

H

H

E

E

E

E

E

P

I

H

E

I

E

14

Importance Performance Gap

Integrity 37% 18% 19

Engagement 36% 18% 18

Products 32% 18% 14

Purpose 27% 16% 11

Operations 22% 15% 7

Trust-building attributes for business

Source: 2016 Edelman Trust

Barometer Q80-95 How important is

each of the following attributes to

building your TRUST in a company?

Use a 9-point scale where one means

that attribute is “not at all important to

building your Trust” and nine means it

is “extremely important to building

your Trust” in a company. (Top 2 Box,

Importance) Q114-129 Please rate

businesses in general on how well

you think they are performing on each

of the following attributes. Use a 9-

point scale where one means they are

"performing extremely poorly" and

nine means they are "performing

extremely well". (Top 2 Box,

Performance) General Population,

Hong Kong.

Company importance vs. business performance

General

Population

Has Ethical Business Practices 39% 18% 21

Takes Responsible Actions To Address An Issue Or A Crisis 37% 18% 19

Has Transparent And Open Business Practices 36% 17% 19

Treats Employees Well 39% 19% 20

Listens To Customer Needs And Feedback 36% 18% 18

Places Customers Ahead Of Profits 36% 17% 19

Communicates Frequently And Honestly On The State Of Its Business 34% 18% 16

Offers High Quality Products Or Services 42% 20% 22

Is An Innovator Of New Products, Services Or Ideas 23% 17% 6

Works To Protect And Improve The Environment 31% 17% 14

Creates Programs That Positively Impact The Local Community 24% 16% 8

Addresses Society's Needs In Its Everyday Business 28% 18% 10

Partners With NGOs, Government And Third Parties To Address Societal Issues 26% 15% 11

Has Highly-Regarded And Widely Admired Top Leadership 20% 14% 6

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 21% 14% 7

Delivers Consistent Financial Returns To Investors 24% 17% 7

15

Source: 2016 Edelman Trust

Barometer Q80-95 How

important is each of the following

attributes to building your

TRUST in a company? Use a 9-

point scale where one means

that attribute is “not at all

important to building your Trust”

and nine means it is “extremely

important to building your Trust”

in a company. (Top 2 Box,

Importance) Q114-129 Please

rate businesses in general on

how well you think they are

performing on each of the

following attributes. Use a 9-

point scale where one means

they are "performing extremely

poorly" and nine means they are

"performing extremely well". (Top

2 Box, Performance) General

Population, Asia Pacific.

APAC trust

priorities

aligningMost important attributes

for business to build

Trust in Asia Pacific

countries

General

Population

16

2Leadership as a catalyst for change

17

Addressing trust in leadership

Actions

ValuesEmployee

Advocacy

EngagementTRUST

18

Actions

Leadership as a catalyst for change

19

Leader focus misplaced

Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the

average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can

be Trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, Hong Kong.

Percent who agree with each statement about CEOs

General

Population

Focus on short-term

financial results

Lobbying

Too Much

59%

48%

Positive

long-term impact

Job creation

Not Enough

50%

54%

20

Purpose and profits matter

Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please

use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, V isible) General Population, Hong Kong,

question asked of half the sample.

Percent who agree that CEOs should be personally visible in discussing…

56%Societal Issues

‣ Income inequality

‣ Public policy discussions

‣ Personal views on societal issues

54%Financial Results

General

Population

21

Lack of purpose impacts trustPercent who cite each as a reason for why their trust in business has decreased

Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your Trust in each institution listed below increased over the past year? Q330-331. For which

of the following reasons, if any, has your Trust in each institution listed below decreased over the past year? General Population, Hong Kong.

Reasons trust in business has decreased

General

Population

40%

43%

62%Fails to contribute to the greater good

Provides few public services

Does not help me and my family live a fulfilling life

22

Values


23

Desired leadership qualitiesCharacteristics that make a CEO trustworthy, percent who

selected each as one of the top 5, Hong Kong vs. APAC

General

Population

Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO Trustworthy? Please select the 5 most important

characteristics that make a CEO Trustworthy. General Population, Hong Kong and Asia Pacific.

25%

17%

31%

26%

35%

28%

31%

36%

44%

46%

Visionary

Competent

Decisive

Authentic

Experienced

Asia Pacific

Hong Kong

24

60%68%

72%75%

Their education andhow it shaped them

Their personalsuccess story

The obstaclesthey have overcome

Their personal values

Personal values and history matter

Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?

Please use a 9-point scale where one means that attribute is “not at all important to building your Trust” and nine means it is “extremely important to building your Trust”. (Top 4 Box, Important) General Population,

28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508

‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to Trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s

personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your Trust” and nine means it is “extremely important to building your Trust. (Top 4

Box, Important) General Population, Hong Kong, question asked of half the sample.

Percent who agree that each type of information

is important in building trust in a CEO

General

Population

25

EmployeeAdvocacy


26

50%

6560

40

48 48 5054 55 56

57 58 59 60 62 62 63 64 64 64

72 73 76 76 77 77 78 7983 85

89

Glo

ba

l

GD

P 5

Ja

pa

n

Ru

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Fra

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Sw

ede

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Au

str

alia

S. K

ore

a

Po

land

UK

Ita

ly

Ho

ng

Ko

ng

Ire

land

Ge

rman

y

Neth

erla

nd

s

Sp

ain

Turk

ey

Ca

na

da

U.S

.

S. A

fric

a

Sin

ga

po

re

Ma

laysia

UA

E

Indo

ne

sia

Bra

zil

Arg

en

tin

a

Ch

ina

India

Co

lom

bia

Me

xic

o

Significant employee lack of trust

Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you Trust

each 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) General Population, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

Percent who trust the company for which they work

TrustedDistrusted

7 in 10 Agree

employees are credible

spokespeople

General

Population

27

Company NOT

engaged in

societal issues

Company

engaged in

societal issues

Companies with CEOs addressing

societal issues do better

Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the

core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of

the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General

Population, Hong Kong, question asked of half the sample.

General

Population

Impact of

Company

Engagement

19

30

21

20

34

26

2276

79

79

79

81

81

89Do the best possible job for the customer

Recommend products and services to others

Committed to achieving our strategy

Motivated to perform

Confidence in the future of the company

Stay working for the company

Recommend company as an employer54

53

45

59

60

51

70

28

Engagement


29

76

67

71

5655

5960 60 60

53

59

5657

51

43

47 47

5051

41

4645

47

44

35

2012 2013 2014 2015 2016

Transformed media landscape

Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you Trust each type of source for general

news and information? Please use a nine-point scale where one means that you “do not Trust it at all” and nine means that you “Trust it a great deal.” (Top 4 Box,

Trust) General Population, Hong Kong, question asked of half the sample.

Trust in each source for general news and information

*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.

**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.

Owned media

Globally, owned

media is 46% and

rising (+3 points)

year on year for 2

years, surpassing

social media.

General

Population

Media type

Traditional Media

Search Engines*

Online-only Media**

Social media

Owned media

55

60 60

57

4543 42

40

44

64

6058 58

49

46

41 4038

Peers, experts more credible than leaders

Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a

company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,

Very/Extremely Credible) General Population, Hong Kong, question asked of half the sample.

30

Percent who rate each spokesperson as extremely/very credible

2015 2016

+3+9

Technical

Expert

Academic

Expert

A person

like

yourself

Financial

Industry

Analyst

CEONGO

representative

Board of

Directors

Government

official/regul

ator

A person like yourself

credibility

increased the most

General

Population

Employee

most trusted content creators: #1

Friends and Family

3Implications of Trust

32

Influence

The inversion of

influence

Influence& Authority

Authority

Old Model

‣ Informed public have

access

to more/better

information

‣ Top-down influence

through a set number of

channels

New Reality

‣ Peer-to-peer influence

more powerful than top-

down

‣ Increasing lack of trust

among population,

characterized by

significantly lower

optimism about the

future

The Gap

‣ Democratization of

information access

‣ Discrepancy in

communications leaders

who haven’t adapted to

this new reality

33

Embracing the new reality of influence to address the trust gap

‣ Create societal impact in addition to profits

through purposeful action

‣ Express your values through ethical

engagement in which you share your story

‣ Ignite your most powerful advocate, your

employees

‣ Engage cross channel to meet stakeholders,

where they are, about what most

interests/concerns them

Actions

ValuesEmployee

Advocacy

Engagement

Influence

AuthorityLeadership

TRUST

34

60

41

39

32

30

20

51

47

18

22

24

27

Trust matters

Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies

that you Trust? Please answer yes or no to each action. General Population, Hong Kong, question asked of half the sample. Q377-380. Still thinking about the past

12 months, have you taken any of the following actions in relation to companies that you do not Trust? Please answer yes or no to each action. General Population,

Hong Kong, question asked of half the sample.

Percent who engage in each behavior based on trust

Behaviors for Distrusted Companies Behaviors for Trusted Companies

Refused to buy products/services

Criticized Companies

Shared Negative Opinions

Disagreed with others

Paid More than

wanted

Sold Shares

Chose to buy products/services

Recommended them to a friend/colleague

Shared Positive Opinions Online

Defended Company

Paid More

Bought Shares

most trusted content creators: #1

Friends and Family

General

Population

35

Thank You

2016 edelman trust barometer hong kong

Presentations & Public Speaking