TRUST The Essential Ingredient for serving our Oceans
2014
EDELMAN TRUST BAROMETER GLOBAL ENERGY INDUSTRY
ONE | The State of Trust
TRUST IN BUSINESS AND NGOS REMAINS STABLE; TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63%
64%
58%
58%
NGOS
22%
#1
2013
57%
MEDIA
17%
2013
3
23%
2014
#3
52% 16%
2014
17%
#2
2013
2013
BUSINESS
2014
48%
16%
16%
44%
#4
15%
GOVERNMENT
2014
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20-country global total.
TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST LEVEL TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014 2013
NGOs most trusted institution in 20 of the 27 countries surveyed in 2014
2014
LOWER/EQUAL TRUST IN 9 COUNTRIES
HIGHER TRUST IN 17 COUNTRIES
81% 76%
73%
63% 64%
67%66%
66%
57% 51%
76% 75% 69%
67%
70% 67% 64% 61%
83% 76%77% 75%76%
70%
69% 66% 64%
84% 76% 75%
73% 69%
62% 59%59% 55%
63%62% 64% 63% 58% 56%
58%
46%47% 40% 41% 37% 37%
NA
4
Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics, 20-country global total.
67%
74% 70% 62% 61%
47%
ENERGY IMPROVES: HOW CAN IT TAKE ADVANTAGE OF TRUST HALOS OF TECHNOLOGY, AUTOMOTIVE INDUSTRIES? TRUST IN INDUSTRIES, 2009 VS. 2014
2009 76%
Technology Consumer electronics manufacturing
2014
2009 VS. 2014 79%
Technology Consumer electronics manufacturing
NA
75% 70%
+3 NA
Automotive
58%
Automotive
Food and beverage
56%
Food and beverage
66%
+10
Consumer packaged goods
54%
Consumer packaged goods
65%
+11
Entertainment
65%
+14
51%
Entertainment
+12
Brewing and spirits
NA
Brewing and spirits
64%
NA
Telecommunications
NA
Telecommunications
63%
NA
Consumer health companies
NA
Consumer health companies
60%
NA
Energy
55%
Energy
59%
+4
Pharmaceuticals
53%
Pharmaceuticals
59%
+6
Chemicals
NA 43%
Media
47%
Banks Financial services
5
Chemicals
NA
55%
NA
Media
51%
+8
Banks
51%
+4
Financial services
50%
NA
Q43-60. [TRACKING] 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) Informed Publics, 20-country global total.
COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED TO WESTERN-BASED COMPANIES TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
78%
75%
74%
71%
68%
67% 55%
54%
53%
6
Brazil
Spain
South Korea
Italy
France
U.S.
The Netherlands
Japan
U.K.
Canada
Switzerland
Sweden
Germany
42%
38%
36%
35%
34%
Mexico
79%
India
79%
China
80%
TRUSTED
Russia
MOST
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate 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, 27-country global total.
ACADEMICS AND EXPERTS ARE MOST TRUSTED SOURCE OF INFORMATION; CEOS CAN INCREASE TRUST BY LEVERAGING EXPERTISE CREDIBILITY OF SPOKESPEOPLE
2009 62%
ACADEMIC OR EXPERT
TECHNICAL EXPERT*
2014
NA
2009 VS. 2014
ACADEMIC OR EXPERT
67%
TECHNICAL EXPERT
66%
+5
+15
A PERSON LIKE YOURSELF
47%
A PERSON LIKE YOURSELF
FINANCIAL OR INDUSTRY ANALYST
49%
FINANCIAL OR INDUSTRY ANALYST
53%
+4
NGO REPRESENTATIVE
52%
+9
52%
+20
NGO REPRESENTATIVE
41%
REGULAR EMPLOYEE
32%
REGULAR EMPLOYEE
CEO
31%
CEO
GOVERNMENT OFFICIAL OR REGULATOR
29%
GOVERNMENT OFFICIAL OR REGULATOR
7
62%
43% 36%
+12 +7
Q130-143. [TRACKING] 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) Informed Publics, 20-country global total.
* Not tested in 2009
THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT COUNTERPARTS ON KEY METRICS TRUST IN BUSINESS AND GOVERNMENT LEADERS A GREAT DEAL TO DO THE FOLLOWING
BUSINESS LEADERS
26%
26%
CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS
2013 2014
20%
21%
MAKE ETHICAL AND MORAL DECISIONS
18%
20%
15%
CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS
8
19%
TELL YOU THE TRUTH, SOLVE SOCIAL OR SOCIETAL REGARDLESS OF HOW ISSUES COMPLEX OR UNPOPULAR IT IS
GOVERNMENT LEADERS
15%
19%
2013 2014
14%
15%
MAKE ETHICAL AND MORAL DECISIONS
12%
13%
15%
16%
TELL YOU THE TRUTH, SOLVE SOCIAL OR SOCIETAL REGARDLESS OF HOW ISSUES COMPLEX OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics, 27-country global total.
TRUST IN NGOS IS GENERALLY HIGHEST IN EMERGING NATIONS; RUSSIA IS EXCEPTION TRUST IN NGOS – ENVIRONMENTAL
78%
63%
76%
75% 74% 73% 73% 72%
71% 71% 68%
66%
64% 64%
62%62% 62%
60% 59% 59% 58%
55% 55% 49% 48% 47% 46%
9
Q316-321. Thinking about different types of non-governmental organizations, please indicate how much you trust each type of NGO 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”
43%
TWO | Trust in the Energy Industry
RENEWABLES ARE TRUSTED MORE THAN THE OVERALL ENERGY INDUSTRY; OIL AND MINING LEAST TRUSTED TRUST IN ENERGY INDUSTRY SECTORS - GLOBAL 2013 2014
68%
70% 58% 58%
57% 56%
53% 54%
49% 50%
50%
N/A
Energy Industry
11
Renewables
Natural Gas
Utilities
Oil
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in 25 -country global total
Mining
THREE| The Intersection Between Business , Government and Energy
OVER HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS
51%
28%
23%
21% 18%
5%
4% 1%
13
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total.
EVEN MORE THAN BUSINESS, MOST FEEL THERE IS NOT ENOUGH REGULATION OF THE ENERGY INDUSTRY 2014 REGULATION Not enough regulation of business Not enough regulation of energy
73% 67% 64%
67%
65%
63%
63%
60%
52%
51% 47% 42%
61%
43%
48%
49%
60%
59%
58%
58% 57% 55%
57% 54%
49%
56%
53% 52%
43%
42%
38% 34%
51% 51% 47% 46%
44%
38%
43%
38%
33%
42% 41%40%
38%
37%
36%
33% 30% 26%
26%
29%
33% 31% 28% 23%
14
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27 country global total.
THAT SAID, WITH THE EXCEPTION OF APAC COUNTRIES, POLICYMAKERS ARE NOT TRUSTED TO APPROPRIATELY REGULATE THE ENERGY INDUSTRY PERCENTAGE AGREEING WITH EACH STATEMENT I trust policymakers to develop and implement appropriate regulations on the energy industry
84% 76%
73% 73% 72% 71% 65%
49%
63% 60% 48%
15
47% 46% 46%
44% 43% 42%
41%
37% 36%
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
34% 33% 33% 32% 32%
30% 29% 28%
AND MOST FEEL GOVERNMENT SHOULD CONSULT MULTIPLE STAKEHOLDERS WHEN DEVELOPING REGULATIONS—ENERGY HAS LICENSE TO ENGAGE PERCENTAGE AGREEING WITH EACH STATEMENT When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (e.g., NGOs, academics, the affected businesses/industries, etc.) before making final decisions
91% 90% 79%
89% 88% 87% 86% 84%
84% 84% 83%
82% 81% 81%
81%81% 79%
79% 79% 78%
75%
73% 73% 73%
69%
67%
62%
45%
16
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
THERE IS AN OPPORTUNITY FOR THE ENERGY INDUSTRY TO PLAY A KEY ROLE IN ENERGY POLICY DEBATE PERCENTAGE AGREEING WITH EACH STATEMENT The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy
89% 89%
74%
88% 88%
86% 85% 85%
84%
80% 79% 79% 78%
74%
69% 68% 68% 68% 68% 68%
17
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
65% 65% 65% 64% 62%
60% 58%
56%
FOUR| Building Trust Through Context
16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS
Edelman Trust Barometer research reveals 16 specific attributes which build trust.
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
INTEGRITY
HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into five performance clusters listed here in rank order of importance.
PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS
OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 19
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HOW TO LEAD THE DEBATE FOR CHANGE
20
Participate
Partner, listen and build relationships to inform strategy.
Advocate
Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement.
Evaluate
Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.