Trust and Purpose
16 June 2011
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Methodology • PSB completed 3,161 online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.*
*Estonia and Portugal are not weighted due to low base size; not all questions are asked in Portugal
Country
Number of Interviews
Margin of Error
Overall
3,161
+/- 1.74
Male
1599
+/- 2.45
Female
1562
+/- 2.48
Under 35
1403
+/- 2.62
35-49
1075
+/- 2.99
50 and over
682
+/- 3.75
UK
302
+/- 5.64
France
317
+/- 5.50
Italy
333
+/- 5.37
Germany
301
+/- 5.65
Spain
305
+/- 5.61
Sweden
206
+/- 6.83
Norway
206
+/- 6.83
Netherlands
206
+/- 6.83
Switzerland
200
+/- 6.93
Belgium
204
+/- 6.86
Estonia*
51
+/- 13.72
Denmark
212
+/- 6.73
Greece
257
+/- 6.11
Portugal
61
+/- 12.55
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
2
Where is the trust? • While trust in business is not high, it is higher than among media, central government and religious leaders; central government is the least trusted of all • Trust in business varies enormously and depends on a combination of factors: 1.
Provenance: people trust local companies the most, national a little less and international least of all. Europeans favour doing businesses with companies from America, Japan and Australia over BRICs
2.
Core values: honesty and trustworthiness, good value and treatment of employees remain more important reputation builders than community and environmental credentials
3.
Sector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly, are less trusted than computer and food and beverage companies
• In general, Europeans are cynical about the motivations of business and CEOs believing them to be more motivated by personal gain and profits than a desire to help society
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
3
Where is the trust? • People prefer to seek out information about companies when they want it – through Google searches or traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel companies only communicate to sell them things. • The priorities of consumers and employees have more in common than might be expected: although employees do prioritise paying employees a fair wage over quality products and services
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
4
TOP OF MIND IN 2011
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
5
Protests in 2011
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
6
The economic crisis needs no translation
In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response; Portugal not shown)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
7
Bonuses, the crisis and golden parachutes have undercut trust in CEOs
In the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response; Portugal not shown)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
8
Large corporations are seen to be motivated by money, profit and greed
When you think of large corporations, what is the first word that comes to mind? (Open-end response; Portugal not shown)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
9
TRUST IN COMPANIES AND ORGANISATIONS E V I D E N C E - B A S E D C O M M U N I C AT I O N S
10
Provenance is a key factor in trust in business and organisations • While local businesses are most trusted, overall trust in companies and organisations is very low. CEOs and central government are the least trusted
21
1
-9
-11
-12
-28 -32
-33
-33
-36 -48
Local companies & businesses
Front line staff
National International companies & organizations businesses
Nationallyowned companies
International companies & businesses
European Parliament
European Commission
My local government
Foreignowned companies
Corporate CEOs
-51 Central government
Compared to two years ago, are you more or less trusting of..? (Showing Among All, Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
11
Most trusting of companies and organisations per country • Overall, trust is very low across all markets towards industries and companies UK
FR
IT
DE
SP
SE
NO
NL
CH
BE
EE
DK
GR
PT
Local companies and businesses
25
19
-10
38
6
25
26
34
41
17
-16
42
7
-7
Front line staff
-10
-5
-7
17
-1
-32
12
14
17
-11
15
12
3
-43
-35
-24
-16
1
-6
-7
0
-8
23
2
-20
4
-18
-20
-14
-10
0
-11
-7
-23
9
-13
-8
-19
-21
3
-53
-3
Nationally-owned companies
-25
-16
-24
13
3
-22
-18
10
22
12
0
-13
-78
-11
International companies and businesses
-40
-37
-19
-27
-22
-45
-39
-14
-36
-24
1
-25
-17
-5
European Parliament
-51
-27
-16
-40
-23
-44
-51
-34
-30
-26
-12
-41
-29
-13
European Commission
-52
-31
-21
-41
-18
-47
-41
-33
-23
-19
-5
-42
-40
-6
My local government
-43
-23
-44
-14
-46
-41
-18
-12
-15
-39
-38
-11
-65
-9
Foreign-owned companies
-56
-36
-19
-46
-26
-38
-49
-36
-36
-43
-8
-46
-16
-30
Corporate CEOs
-54
-49
-44
-29
-68
-59
-52
-39
-52
-37
-37
-42
-51
-64
Central government
-53
-46
-52
-44
-77
-47
-46
-27
-48
-68
-47
-26
-78
-84
National companies and businesses International organizations (e.g. United Nations)
Compared to two years ago, are you more or less trusting of..? (Ranked by Among All, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
12
Trust is strongest on the home front • Trust is far stronger for national companies over foreign-owned ones through over a quarter say the origin does not matter
12
34
I am less likely to trust companies that are from Europe
29 The origin of a company does not matter to me; I trust them all equally
66
I would be more likely to trust companies that are foreign-owned I would be less likely to trust companies that are foreign-owned
59
I am more likely to trust companies that are from Europe
Which of the following is closer to your opinion? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
13
Australia, Japan and the US are the most trusted countries • Australian companies rank the highest • Trust for the BRIC countries is very low 56
28
55
22
48
27
26
18
54
20
61
24
14 12
24
25
21
14
16
61 29
56
22
Trusted
64
Unsure
Not trusted
Thinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
14
And the US, Japan and Australia have the most trustworthy foreign-owned companies • China, South Korea, Brazil, India and Russia fall well behind
3%
2% 1% 2%
6% 31% Japan United States Australia 24%
China South Korea Brazil Russia India 31%
Thinking about foreign-owned companies, which country do you think has companies which are the most trustworthy? (Showing Among All; Portugal not included)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
15
Many industry groups are more trusted than traditional thought leaders • Technology, food and beverage and car companies are the most trusted, traditional community leaders (NGOs, the media, government, politicians and religious leaders) are least Somewhat trustworthy 71 69
64
Very trustworthy
62 56
55 47
59
44
41
55 55
38
38
52 49
48
28 39
38
35
34
25 12
14
9
10
7
7
8
24
24
21
20
31 13 11
6
6
4
7
3
3
4
2
For each of the following, please indicate how trustworthy you consider each group or industry to be...? (Showing Very/Somewhat Trustworthy on a fourpoint scale for Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
16
Honest & Trustworthy and good value are important when purchasing products • People tend to focus on the basics of good value and honest and trustworthy companies over traditional CSR and philanthropy 40
39 28
28 23 19
18
18
16
13
11
10
9 5
5
3
Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Showing Among All – Respondents allowed to pick up to three)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
17
Important when purchasing products per country UK
FR
IT
DE
SP
SE
NO
NL
CH
BE
EE
DK
GR
PT
Honest & trustworthy
51
37
41
33
43
50
41
49
22
39
45
48
27
56
Products & services are good value
41
37
37
38
40
36
30
27
44
39
24
41
58
55
Treats employees fairly
27
36
17
30
25
27
25
26
46
33
22
29
24
15
High quality products & services
31
24
24
25
23
40
38
31
15
26
55
30
29
33
High standards in products & services
31
14
21
21
15
34
28
18
24
29
24
29
24
29
Environmentally conscious
14
17
17
27
18
15
12
26
28
20
10
20
24
22
Socially responsible
12
21
24
26
27
9
9
17
13
15
14
13
14
18
Useful products & services
16
17
25
14
22
11
24
16
18
13
29
14
18
25
Inexpensive products & services
17
14
8
14
13
21
16
21
9
16
10
17
27
15
Ethical executive leadership
8
23
10
12
9
20
13
5
19
14
12
6
9
20
Cares about the community
15
7
13
6
15
9
13
11
7
8
14
22
13
9
Strong corporate purpose
11
10
11
7
12
8
19
11
15
15
8
4
4
18
Innovative
5
12
13
11
8
6
5
7
16
8
14
7
8
29
Hires & promotes minorities & women
3
5
12
5
7
3
6
4
4
5
8
3
3
4
Good growth in revenues & profits
3
5
3
2
12
1
9
4
5
8
4
1
3
2
History of charitable contributions
2
2
2
2
2
3
4
2
2
2
6
5
11
2
Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
18
CEOS
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
19
CEOs are seen to be motivated by personal profit and are seen as less trustworthy than employees • Three-fifths believe that CEOs are less trustworthy than the average employee and nearly half believe that their motivation is personal profit 48 16
24
21 14
60 7 3
Personal profit
Profits for the Personal company recognition
Having a strong corporate purpose beyond profit making
3
A desire to A desire to help society help society through through delivering delivering quality quality products or products or services services at a fair price
2 A desire to help society through giving back via CSR programs and philanthropy
More Trustworthy Less Trustworthy Don't know
What do you think most top executives are motivated by? (Showing Among All) Do you think the average CEO is more or less trustworthy than the average employee? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
20
EMPLOYEE AND CONSUMER VIEWPOINT E V I D E N C E - B A S E D C O M M U N I C AT I O N S
21
The desires of consumers and employees are not as disparate as might be expected • Although, perhaps unsurprisingly, employees focus on wages and good treatment over delivering safe and reliable products 72 72 68 65 65 62 62 57 55 54 53 52 50 49 49 48 44 42
Delivering Paying Offering good, safe, reliable employees a immediate products and fair wage customer services service
Treating its Delivering employees great value well (e.g. products and providing services them with benefits like a pension shares, etc.)
Investing in their staff
Being more Doing more to Investing in open about help their our country their mistakes customers
Consumer Employee
39
36
Publishing information about their safety and testing practices and results
Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale for Among All) (Showing top ten ranked by consumer)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
22
The desires of consumers and employees are not as disparate as might be expected Audience
UK
FR
IT
DE
SP
SE
NO
NL
CH
BE
EE
DK
GR
PT
Consumer
73
71
67
62
71
80
75
68
72
74
57
65
85
85
Employee
62
55
50
46
46
65
70
52
61
62
45
56
72
62
Consumer
66
73
63
63
68
76
67
51
78
71
61
48
66
38
Employee
74
69
60
69
80
85
79
59
80
75
61
66
80
63
Treating its employees well Consumer (e.g. providing them with benefits like a pension Employee shares)
60
71
60
53
70
63
59
62
73
75
43
50
56
44
69
70
58
61
76
72
78
67
71
71
41
64
72
69
Consumer
68
65
55
57
48
71
68
53
56
62
61
57
84
80
Employee
57
42
41
42
54
58
61
47
36
47
33
44
64
55
Consumer
72
42
52
42
53
67
51
42
41
58
43
69
74
51
Employee
55
45
46
35
43
64
57
40
50
53
37
53
62
55
Delivering safe, reliable products and services
Paying employees a fair wage
Offering good, immediate customer service
Delivering great value products and services
Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by consumer for Among All – Not shown)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
23
The desires of consumers and employees are not as disparate as might be expected UK
FR
IT
DE
SP
SE
NO
NL
CH
BE
EE
DK
GR
PT
Consumer
55
57
54
42
64
65
53
47
59
60
31
36
60
47
Employee
64
65
60
54
73
78
63
58
63
68
47
57
80
67
Consumer
55
59
61
50
48
47
44
57
66
59
35
47
55
38
Employee
52
54
54
46
48
48
36
47
53
51
35
51
56
47
Consumer
61
50
39
46
54
59
51
52
51
62
47
41
66
49
Employee
49
39
37
32
50
45
41
31
41
48
37
38
50
44
Consumer
47
57
55
37
67
41
24
37
40
51
22
33
73
56
Employee
39
49
57
34
60
34
24
21
41
49
14
30
71
62
Consumer Publishing information about their safety and testing practices and results Employee
43
52
39
36
37
40
27
29
34
41
20
35
53
36
32
43
39
32
41
41
28
27
32
37
22
31
47
27
Audience
Investing in their staff
Being more open about their mistakes
Doing more to help their customers
Investing in our country
Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale (Showing top ten ranked by consumer for Among All – Not shown)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
24
Corporate Purpose goes hand-in-hand with business performance • While acting responsibly is important, money making is seen as part of the definition
31 22 18
17 11
Balancing making money with Making money and driving acting responsibly profits
A company's guiding principles for making decisions beyond profit making
Producing goods and services The organisation's approach for their customers to doing business
Which of the following do you think most closely defines ‘Corporate Purpose’? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
25
Responsibility and fairness are important • A strong corporate purpose is important • And consumers say they would rather pay more for products and services that are produced responsibly
32
68
A company's corporate purpose is not important to me
21
I would rather pay less for products and services and not know about how they are delivered and produced
79 A company that has a strong corporate purpose is important to me
I would rather pay more for products and services that are delivered and produced responsibly and fairly
Which of the following is closer to your view? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
26
While a company’s highest priority should be its consumers, many feel profit comes first • The majority feel customers and employees should come first, but that corporations are more focused on their bottom-line
84
16
A company's highest priority should be adhering to thinking about their customers and employees and making sure they conduct their business in an ethical and responsible way A company's highest priority should making a profit for their shareholders and investors and driving the country's economy
73
27
Corporations are generally focused on providing value to shareholders. Customers are important, but companies put profits first
Corporations are generally focused on providing value to consumers.Profits are important, but companies put their customers first
Which of the following is closer to your view? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
27
And companies are seen as dishonest • Many feel that companies have become more dishonest over time and that they cannot be trusted with personal information
61
39
Generally, corporations and their spokespeople are dishonest, and most communications from companies are lies
44
Generally, corporations and their spokespeople are honest, and most communications from companies are the truth
56
I'm generally relaxed about the data that companies store on me and my family, as they typically only use it for marketing and customer feedback I'm generally suspicious about the data that companies store on me and my family, as I think it can often be used in a way that infringes on my privacy
28
72
Companies are more trustworthy today than when I was a kid
Companies were more trustworthy when I was a kid
Which of the following is closer to your view? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
28
INFORMATION
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
29
Many search for information on companies, but traditional sources are still important • Search Engines are the primary resource for information • But newspapers and TV are also important
22 16 13
11 8
6
5
4
4
3
2
2
1
3 0
Where do you tend to find out information about different companies? (Please select one)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
30
Word of mouth is important in establishing trust • However, investigative TV journalism and a company's employees are also trusted channels
26 23
22 16
15
15
15
15
14
12 7
6
4
4
How trusting would you be if a company was to use the following channels to engage with you? (Showing % ‘Very trusting’ on four-point scale of ‘Very trusting’ to ‘Not at all trusting’)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
31
And being informed is important‌ • The majority of respondents feel they receive the right amount of information
69
31
I think I hear the right amount of information on companies and organizations
I feel overwhelmed by the amount of information I receive from companies and organizations
I like to be constantly up to date with the news 72
28
I feel overwhelmed by 24 hour news
Which of the following is closer to your view? (Showing Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
32
But companies only contact people to sell them something… • Information is generalised and overwhelming for the most part
Applies somewhat
82
Applies a lot
68 57
41
57
54
42
39 46
44
37 31
41 26 11
13
17
8
They only get in touch They bombard me with They send me They send personalized I hear too much from They keep in touch to try and sell me their marketing and information that tells letters or emails the CEO and not with me in a personal products and services literature that's not me about their values enough from the staff way relevant and identity as well as on the front-line their products
Thinking about how companies communicate with you. How much would you say the following applies? (Showing ‘Applies a lot / Applies somewhat’ on a four=point scale for Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
33
Consumers want to hear about a company’s values from the front-line teams • Four-fifths of respondents were favourable to hearing about companies’ values and identities and they were most favourable to hearing about it from the front-line staff 82
Somewhat favourable
80
Very favourable 64
59
59 49
37 30
23 Hearing about the companies' values and identity
21 Hearing from the teams on the front-line not the board
15 More personalized letters and emails
7 Hearing from the board on Twitter or through blogs
Thinking about the future, how favourable would you be to the following ways in which companies could communicate with you? (Showing ‘Very favourable / Somewhat favourable’ on a four-point scale for Among All)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
34
THANK YOU!
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
35
APPENDIX
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
36
Most trusting of companies and organisations per country • Overall, trust is very low across all markets towards industries and companies UK
FR
IT
DE
SP
SE
NO
NL
CH
BE
EE
DK
GR
PT
Local companies and businesses
6
9
12
11
14
5
2
6
12
4
0
7
6
0
Front line staff
5
6
9
9
4
2
8
4
5
3
6
1
7
2
My local government
5
7
6
6
3
2
4
5
6
1
2
3
3
5
4
4
9
7
4
4
4
3
4
5
8
2
4
0
4
4
6
7
5
3
1
9
6
2
6
4
4
4
4
2
6
4
2
2
3
5
2
0
10
8
3
0
4
3
12
4
2
2
1
4
3
1
8
2
5
0
3
4
8
5
11
2
2
6
5
3
6
3
6
4
European Commission
3
3
12
3
2
3
2
3
3
5
4
1
6
0
European Parliament
3
2
11
4
2
2
1
3
3
3
8
1
10
0
Foreign-owned companies
3
4
6
5
2
1
0
7
3
0
4
0
7
5
Corporate CEOs
1
2
4
4
1
1
1
3
3
1
2
1
2
0
International organizations (e.g. United Nations) Nationally-owned companies Central government International companies and businesses National companies and businesses
Compared to two years ago, are you more or less trusting of..? (Showing ‘Much more trusting’ on a four-point scale, ranked by UK)
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Most trusting of companies and organisations by gender and age • Trust does not vary between gender and age groups and reflects the low trust scores seen at the overall level Male
Female
<35
35 -50
50+
Central government
4
3
5
3
3
Corporate CEOs
3
1
4
2
1
European Commission
4
4
5
4
3
European Parliament
4
4
5
3
4
Foreign-owned companies
4
3
6
3
2
Front line staff
7
5
8
5
4
International companies and businesses
5
3
6
3
3
International organizations (e.g. United Nations)
6
4
8
4
3
Local companies and businesses
9
7
11
6
7
My local government
5
4
7
4
3
National companies and businesses
7
3
6
4
5
Nationally-owned companies
6
4
7
4
3
Compared to two years ago, are you more or less trusting of..? (Showing â&#x20AC;&#x2DC;Much more trustingâ&#x20AC;&#x2122; on a four-point scale, ranked by male)
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Most trusting of industry per country UK
FR
IT
DE
SP
SE
NO
NL
CH
BE
EE
DK
GR
PT
Online services
15
10
18
8
22
13
13
5
14
12
24
16
22
16
Computer Hardware & Software
12
11
18
9
19
15
7
6
14
9
12
6
17
7
Food
9
6
8
11
30
7
11
4
14
11
8
6
3
4
Supermarkets
8
3
12
10
14
6
7
10
12
9
6
4
9
15
Beverage Manufacturers
8
7
8
13
7
6
7
3
14
7
10
3
4
7
Social Media
8
3
7
5
16
4
4
4
7
6
16
5
7
2
Entertainment and television
8
3
8
5
8
6
3
3
8
7
8
3
3
6
Religious Leaders
7
7
6
3
1
3
2
2
3
2
4
2
4
2
NGOs
4
10
11
6
10
3
12
3
17
7
2
6
11
4
Automotive
4
7
4
10
9
11
4
3
10
7
10
2
11
4
Energy Providers
4
5
6
3
5
2
11
3
8
3
6
11
5
6
Financial Services
3
3
4
4
2
4
8
3
4
2
2
1
2
0
Government
3
5
5
3
2
6
7
2
2
0
4
4
1
2
Media
2
2
5
6
6
4
4
2
4
6
8
1
2
2
Politicians
2
3
4
3
0
3
2
2
1
0
0
0
1
2
For each of the following, please indicate how trustworthy you consider each group or industry to be…? (Showing ‘Very trustworthy’ on a four-point scale from ‘Very trustworthy’ to ‘Very untrustworthy’, ranked by UK)
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Most trusting by gender and age Male
Female
<35
35 -50
50+
Computer Hardware & Software
15
10
15
11
11
Online services
14
14
18
14
12
Food
12
8
11
9
10
NGOs
10
7
9
8
8
Supermarkets
9
9
10
9
8
Beverage Manufacturers
8
7
9
6
7
Automotive
8
6
8
7
6
Social Media
8
6
10
6
5
Entertainment and television
6
6
8
6
4
Energy Providers
5
6
8
5
4
Media
4
4
6
4
2
Religious Leaders
4
4
5
3
3
Government
4
3
5
3
3
Financial Services
3
3
6
3
1
Politicians
2
2
3
1
1
For each of the following, please indicate how trustworthy you consider each group or industry to be…? (Showing ‘Very trustworthy’ on a four-point scale from ‘Very trustworthy’ to ‘Very untrustworthy’, ranked by male)
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Important when purchasing products by gender and age Male 38
Female 42
<35 40
35 -50 40
50+ 41
Products & services are good value
37
41
35
41
41
Treats employees fairly
25
31
26
28
30
High quality products & services
30
26
25
29
29
High standards in products & services
26
21
21
25
24
Environmentally conscious
18
21
24
21
15
Socially responsible
18
17
16
18
19
Useful products & services
17
19
16
17
20
Inexpensive products & services
16
16
16
17
15
Ethical executive leadership
12
13
11
11
14
Cares about the community
12
11
10
11
13
Strong corporate purpose
11
10
10
10
11
Innovative
12
7
13
9
7
Hires & promotes minorities & women
4
7
6
6
5
Good growth in revenues & profits
6
3
5
3
5
History of charitable contributions
4
3
4
3
3
Honest & trustworthy
Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Among All â&#x20AC;&#x201C; Not Shown)
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Most trustworthy country â&#x20AC;˘ The US, Japan and Australia are the most trusted countries â&#x20AC;˘ Russia is the least trusted country except in Estonia 50
40
Among All
UK
France
Italy
Germany
Spain
Sweden
Norway
Netherlands
Switzerland
Belgium
Estonia
Denmark
Greece
30
20
10
0 Japan
United States
Australia
China
South Korea
Brazil
India
Russia
Thinking about foreign-owned companies, which country do you think has companies which are the most trustworthy? (Portugal not shown)
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42