2011 Edelman Trust Barometer by Marije Nieuwenhuis

2011 Edelman Trust Barometer January 20, 2011 The Netherlands findings

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 EU Select Countries: UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, Poland (Each country N=200 aged 25-64)

The Edelman Trust Barometer in retrospect 2010

Trust is now an essential line of business

2009

Business must partner with government to regain trust

2008

Young influencers have more trust in business

2007

Business more trusted than government and media

2006

“A person like me” emerges as credible spokesperson

2005

Trust shifts from “authorities” to peers

2004

U.S. companies in Europe suffer trust discount

2003

Earned media more credible than advertising

2002

Fall of the celebrity CEO

2001

Rising Influence of NGOs

2010 Year in review

State of Trust Shifting center of gravity

Globally, trust increases in all institutions Trust in Institutions – Global 2010

2011

100% 90% 80%

+2 +5

70% 61% 60%

57%

54%

56% 52% 47%

50%

49% 45%

40% 30% 20% 10% 0%

NGOs

Business

Government

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) 6

Media

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

100%

E.U.

Netherlands

90% 80%

75%

74%

72%

69%

70% 62% 60%

59%

58% 54%

53%

50%

51% 46%

44%

40% 30% 20% 10% 0%

NGOs

Business

Government

Media

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 trust in business highest among EU countries Trust in Business (2010 – 2011) 2010

2011

Trusters

Neutral

Distrusters (< 50%)

100% 90% 80%

75% 74%

+12

70% 60%

-8

+12 +15

64% 59% 54% 53%

52%

55%

54%

52% 48%

50%

46%

49% 44%

40% 40%

36% 31%

30% 20% 10% 0%

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 8

44%

42% 41%

Business maintains trust recovery achieved last year in Netherlands Trust in Business Informed Publics ages 25-64 U.S.

80%

Netherlands 74% 75%

70%

60%

59%

54%

53%

50% 50%

43%

46%

40% 36% 30%

20%

2008

2009

2010

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 9

2011

Netherlands trust in government highest among EU countries Trust in Government (2010 – 2011) Trusters 100%

2010

Distrusters (< 50%)

2011

90% 80%

75% 75%

70%

-6

64% 60%

50% 40%

- 10

+11

60%

49% 45%

43% 36%

46%

43%

42%

38%

40%

43% 38% 39%

31% 30%

33% 28% 20%

20% 10% 0%

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 10

Netherlands trust in media highest among EU countries Trust in Media (2010 – 2011)

Trusters 2010

2011

Distrusters (< 50%)

Neutral

100% 90%

+11

80% 69%

70% 60%

+16

58% 49%

50% 40%

- 11

53%

37%

46%

45% 38%

-9

45%

36%

38% 33%

39% 37%

35% 37%

37% 37%

38% 31% 27%

30%

22% 20% 10% 0%

A8. [Media 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 11

Netherlands has high and equal trust in business and NGOs Trust in Business and NGOs Business

100%

NGOs

90% 80% 70%

74% 72%

70% 64% 60%

60% 50%

53%

52% 53%

52%

58%

55% 48%

46%

56%

55%

53%

51% 46%

44%

40% 30% 20% 10% 0%

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) Informed Publics ages 25-64 in the US, EU countries and Russia 12

44%

41% 42%

Emerging markets’ trust in NGOs caught up to developed markets’ trust in NGOs Trust in NGOs Informed Publics ages 35-64 US

70%

UK/FR/GER

India

China

65% 60%

59% 55%

55%

52%

50% 45%

53% 53%

48%

40% 35%

36% 31%

30%

2001

2002

2003

2004

2005

2006

2007

2008

2009

A10. [Non-governmental organizations 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 35-64 in US, UK/FR/GER, India and China 13

2010

2011

Trust Index: 2009 – 2011 Netherlands’ overall trust composite score higher, but now ranks below Brazil and UAE 2009

2011

Global

Netherlands

Brazil

China

UAE

Brazil

Netherlands

India

China

Poland

Italy

Sweden

India

Russia

Sweden

Italy

Spain

France

Germany

Poland

France

Germany

Spain

Ireland

Russia

UAE

N/A

Ireland

Composite score is an average of a country’s trust in all four institutions Ages 25-64 (Global excludes Singapore, UAE and Argentina) 14

Trust in institutions converging in Netherlands Trust in Institutions – Netherlands Informed Publics ages 25-64 Business

80% 76%

Government

Media

NGOs

75%

75% 74%

74%

72%

70%

69% 64%

60%

58%

50%

2009

2010

2011

Germany, Canada, Sweden stay at top of trusted ―HQ countries‖ Companies headquartered in Netherlands have strong trust Most Trusted National Identity for Companies – Global 2010 2011

Trusted HQ Countries

Distrusted HQ Countries

100% 90% 80%

+3 75% 76% 76% 75% 76%

73% 71%

73%

70%

69% 69% 69% 69% 68% 61%

64% 65%

63%

60%

50% 50%

50%

44% 39%

40%

42%

30% 20% 10% 0%

N/A

A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 16

36%

40% 34%

39%

35% 30%

Companies headquartered in the Netherlands are trusted by a majority in most surveyed markets, despite suffering trust losses in nine markets Trust in Companies Headquartered in the Netherlands 2010 +9 +20

-14

+16

-11

100% 89%

90% 80% 70%

88%

87%

81%

78% 69% 68%

67%

+25

+30

90%

87%

2011

84%

-10

-22

-9

-15 -13

82% 78%

76%

65%

74%

72% 65%

72%

+10 76% 75% 73% 71% 70% 66% 66% 65% 65%

55%

60% 50%

42%

74% 64% 64%

78%

-18

71%

63% 59%

58%

53%

45%

40% 30% 20% 10% N/A

A13-29. [Netherlands TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. 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 countries (excludes Singapore, UAE and Argentina) 17

-12

62% 56%

64%

50% 49% 47%

46%

BRIC MNC strategy to target emerging economies producing results BRIC HQ image improvement in EU but not in U.S. Trust in Companies Headquartered in BRIC

Brazil HQs

+15

100% 90%

86%

40%

80%

65%

70%

50%

31%

60%

33%

43%

40%

+13

90%

+17

80%

70%

62%

60%

44%

+15

70%

+16

56%

60%

65%

25%

40%

-6

60%

34%

37%

20%

10%

20%

10% 0%

13%

A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. 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 18

+20 +6

53% 40%

40% 30%

30%

74%

50%

30%

+ 15

70%

50%

-7

+ 21

100%

90%

80%

+17

China HQs

100%

+12

90%

60% 50%

India HQs

+32

100%

+ 32

80% 70%

Russia HQs

-6 32% 15%

Entertainment, automotive and media experience trust gains; trust in other industries stable or lower this year in the Netherlands Trust in Industries – Netherlands Technology

87% 91% 83% 88% 80% 83% 77%

Retail Food and beverage* Entertainment

64%

Consumer packaged goods*

72% 76% 72%

Brewing and spirits

N/A

OTC personal health care products

N/A

69%

Automotive

69%

Biotech

67% 72%

Energy

57% 59% N/A

58% 61%

Pharmaceuticals Insurance

46% 46% 44%

Banks Financial services

2010

65% 69% 63%

Media* Telecommunications

2011

62%

39%

47%

N/A

A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in The Netherlands. 19

*Note Wording Changes from 2010: - Media asked as Media Companies - Consumer Packaged Goods asked as Consumer Packaged Goods Manufacturers - Food and Beverage asked as Food

Most industries more trusted in Netherlands than globally; however, banks, financial services and telecom less trusted in Netherlands Trust in Industries Technology

81%

78%

87%

Automotive

69%

64%

69%

Telecommunications

68%

61%

59%

Food and beverage

66%

63%

80%

Biotech

65%

63%

67%

Retail

65%

63%

83%

Entertainment

63%

62%

77%

Pharmaceuticals

63%

57%

58%

56%

65%

54%

72%

Energy

62%

Consumer packaged goods

59%

OTC personal health care products

57%

52%

69%

Brewing and spirits

57%

72%

48%

63%

41%

46%

33%

44%

36%

39%

Media

54%

Insurance

52%

Banks

51%

Financial services

50%

Significant at 95% confidence level compared to global

Since financial crisis, trust in banks takes big hit in the West Reverse is true in China, India, Japan, Brazil Trust in Banks

+12

2008

2011

100% 90% 90% 80%

87%

+10

+21

- 46

83%

- 10

78% 71%

69%

70%

71%

+12

- 21

61% 60%

52%

54%

48%

50%

- 30

44%

- 20

46%

44%

40% 40% 30%

25%

26%

23%

20%

16%

10%

China

India

*Note: Data for 2009/ 2011 displayed

Japan

Brazil

France

Russia

2010-2011 Drops:

Germany

-8

A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64 21

Ireland*

-9

-22

Though low, Netherlands’ trust in banks among highest of EU countries Trust in Banks 2008

2011

- 46

100%

- 10

90% 80%

- 21

+12

71%

- 30

70% 60%

52%

50% 40% 40%

- 20

54%

53% 48% 47%

44%

44% 38%

46%

44%

41% 31%

30%

35%

31% 25%

25%

26%

23% 16%

20%

10%

*Note: Data for 2009/ 2011 displayed A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in the US, EU countries and Russia 22

Business and Society Toward shared value

Trust, transparency, quality products/services and employee treatment most important reputation attributes in Netherlands Reputation Factors 65%

Is a company I can trust

69%

Offers high quality products or services

63%

Treats employees well

65%

Has transparent and honest business practices

65%

67%

63%

61%

62%

61%

64%

Communicates frequently and honestly on the state of its business

55%

49%

51%

Prices its brands fairly and competitively

55%

48%

40%

43%

35%

40%

33%

51%

Is a good corporate citizen

46%

Is an innovator of new products, services or ideas Has highly-regarded and widely admired top leadership

39%

33%

18%

Delivers consistent financial returns to investors

39%

28%

20%

B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and The Netherlands. 24

Significant at 95% confidence level compared to global

Less than half in The Netherlands agree with Milton Friedman’s declaration that the ―social responsibility of business is to increase its profits‖ Milton Friedman: “The social responsibility of business is to increase its profits” % who agree 100% 90%

Majority agree 84%

80% 72% 70% 70% 70%

64% 60%

60% 50%

57% 57% 56% 55%

52% 50% 49% 48% 44% 44% 43% 43% 39% 37% 35%

40% 30% 20% 10% 0%

G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64 in 23 Countries 25

33%

30%

By contrast, eight out of 10 in The Netherlands believe business must align with society’s interests in creating shareholder value Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value 100% 91% 90%

89%

85% 80%

81%

80%

81%

80% 73%

72%

70% 60% 50% 40% 30% 20% 10% 0%

G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in the US, EU countries and Russia 26

71%

And just over half in the Netherlands agree that government must step in to ensure business behaves responsibly Believe that government needs to regulate corporationsâ&#x20AC;&#x2122; activities to ensure that they are behaving in a responsible manner 100% 90% 82%

82%

80% 69%

70% 61%

66%

61%

63% 57%

60%

53%

50%

50% 40% 30% 20% 10% 0%

G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to regulate corporationsâ&#x20AC;&#x2122; activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in the US, EU countries and Russia 27

49%

48%

Roadmap to Trust A new way forward

CEOs and academics gain credibility as source of company information Credible Spokespeople – Netherlands 100%

2009

+12

2011

90% 80%

74%

+17

70% 62%

62%

60%

60% 53%

59% 54%

50%

51% 47%

46%

38%

40%

38% 29%

30%

31%

20% 10%

N/A

An academic or expert

Technical A financial or expert within industry the company analyst

Person like yourself

NGO Government representative official

D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in The Netherlands. 29

CEO

Regular employee

CEO credibility on rise in most EU markets Credible Spokespeople – CEO 2009

100% 90%

2011

+49

80%

68%

70%

+18

+33

+17 58%

60%

+16

56%

+16

+27 46%

50%

45%

39%

40% 29%

20%

38%

29%

35%

34%

29%

23% 19%

+15

43%

40% 30%

+15

23% 16%

10% 0%

24%

23% 19%

18%

―Person like yourself‖ drops to fourth most credible spokesperson in 2011; CEOs continue to rank at the bottom despite rise in credibility Credible Spokespeople – Netherlands 2009

2011

An academic or expert

62%

Person like yourself

74%

Technical expert within the company

59%

62%

A financial or industry analyst

60%

53%

Person like yourself NGO representative

54%

46%

NGO representative Government official Regular employee CEO

51%

38%

31%

Government official

47%

CEO

46%

Regular employee

29%

38%

In crisis situations, people want to hear from multiple voices Netherlands Trusted spokesperson during a company crisis 50%

Preferred spokesperson during a product recall 50%

Preferred spokesperson when the local community has been damaged 40%

42%

40%

32%

40%

30%

30% 30%

30%

18% 18%

20% 20%

16%

15%

13% 10%

16%

20%

11%

12% 9%

10%

5% 2% 0%

4% 0%

D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. Informed Publics ages 25-64 in The Netherlands. D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in The Netherlands. D102. Keeping the same list of people in mind, when a companyâ&#x20AC;&#x2122;s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in The Netherlands. 32

In a product recall, people want to hear from CEOâ&#x20AC;&#x201D;and technical expert Who Informed Publics Want to Hear from During a Product Recall US

Netherlands

60%

50%

40%

40% 35%

33%

35%

32%

30%

18%

20%

30%

20%

15%

14% 11% 10%

10%

2% 0%

D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and The Netherlands. 33

When local community damaged, most want to hear from CEO Who Informed Publics Want to Hear from When the Local Community Has Been Damaged US

60%

50%

47%

40%

Netherlands

60%

50%

40%

38%

40%

32% 30%

30%

24% 20%

20%

10% 10%

10%

19%

18% 10%

11%

18%

10%

3% 0%

D102. Keeping the same list of people in mind, when a companyâ&#x20AC;&#x2122;s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., EU (excludes Russia) and The Netherlands. 34

16%

11%

10%

2% 0%

20%

Netherlands informed publics believe employees’ and customers’ interests should be most important to a CEO’s decisions Importance of Stakeholders to a CEO’s business decisions – Netherlands 100%

90% 90%

87% 81% 76%

80%

74% 69%

70% 60% 50%

40% 30% 20% 10% 0%

Employees

Customers

Local Communities

Society

Investors

E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company, please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to 9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interests should be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be to CEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in the Netherlands 35

Government

Traditional sources and online search engines most trusted for information about a company Trusted Information Sources – Trust a Great Deal Newspapers

33% 31%

Magazines or business magazines

28%

Radio or radio news

27% 29%

News/RSS feeds

18%

Blogs

27%

23%

26%

23%

24%

17%

15%

16%

11%

Social networking sites

12%

13%

Microblogging sites, such as Twitter

Corporate communications such as press releases

Corporate/product advertising

18%

11%

H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in 23 countries, the EU (excludes Russia) and The Netherlands. 36

Significant at 95% confidence level compared to global

Corporate

Social Media

Content-sharing sites, such as YouTube

Online Multiple sources

Online search engines

21%

Traditional

Television or television news

26%

Netherlands informed publics overwhelmingly go to online search engines first to find news and information about companies Where Informed Publics go for company news and information â&#x20AC;&#x201C; Netherlands First Source

Online search engine

44%

Online news sources

Company website

Broadcast (radio/TV)

Social media

Company website

12%

Social media 30% 40%

50%

Yes, 80%

Broadcast (radio/TV)

0% 10% 20%

No, 20% 12%

19%

Friends and family

22%

Online search engine

12%

Print (newspapers/maga zines)

Online news sources

Print (newspapers/magazi nes)

14%

Are these the same types of sources you consult first for information about a business crisis?

Second Source

2% 0%

10%

20%

30%

40%

50%

(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in The Netherlands. 37

Strong media brands rise to the top Most relied on source for company information (unaided)

China Information Sources

U.K. Information Sources

U.S. Information Sources

The Netherlands Information Sources

Google

31%

Google

47%

CCTV

30%

Google

44%

The Wall Street Journal 24%

BBC

46%

Baidu

18%

Nu.nl

12%

The New York Times

16%

The Financial Times

16%

Sina

11%

NRC Handelsblad

CNN

16%

The Times

13%

Sohu

10%

RTL Nieuws

FOX News

14%

The Guardian

11%

`163.COM

NOS

Yahoo!

10%

The Economist

Google

CNN

National Public Radio

The Telegraph

Phoenix Television

BBC

The Economist

Sky News

Xinhua

Elsevier

Bloomberg

Yahoo!

The Wall Street Journal

Consumer Reports

10. The Independent

10. China Securities Journal 1%

10.

Kvk.nl

10. MSNBC

I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and the Netherlands 38

Informed publics need information from multiple sources, multiple voices And need to hear it 3-5 times to believe it Netherlands Ten or more times (10+), 5% Once (1), 4% Six to Nine times (6-9), 7%

Twice (2), 18%

Four or Five times (4 5), 28%

3-5 times 63%

Three times (3), 35%

H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number. Informed publics ages 25-64 in The Netherlands. 39

The Benefits of Trust

Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – Netherlands

Distrusted Companies

Trusted Companies

66%

79% Refused to buy products/services

Chose to buy products/services

69%

71% Criticized them to a friend/colleague Recommended them to a friend/colleague

40% Paid more for products/services

22%

41%

Shared negative opinions online Shared positive opinions online

13%

9% Sold shares

Bought shares

F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in The Netherlands. F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in The Netherlands. 41

Trust protects reputation Netherlands

When a company is distrusted

When a company is trusted

58% will believe

negative information after hearing it 1-2 times

58%

will believe positive information after hearing it 1-2 times

24%

will believe positive information after hearing it 1-2 times will believe negative information after hearing it 1-2 times

-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in The Netherlands. -Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in The Netherlands. 42

Conclusions

Business must align profit and purpose for social benefit Current media landscape plus increased skepticism requires multiple voices and channels Demand for authority and accountability set new expectations for corporate leadership Trust is a protective agent and leads to tangible benefits; lack of trust is barrier to change

The Transformation of Trust

Old Trust Framework

New Trust Architecture

Stand Alone

Protect the Brand

Control Information

WHAT

Focus Solely on Profit

Profit With Purpose