2018 Edelman Trust Barometer - Hong Kong
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This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. Some of the main points include: - The survey was conducted online in 28 markets with over 33,000 total respondents to measure trust in four institutions: government, business, media, and NGOs. - The overall Trust Index remains in the distrust range globally, with 20 of 28 markets classified as distrusting. - Trust declined the most in the US, with drops of 9 points in the general population and a record 23-point drop among the informed public. - Government was seen as the most broken institution in the US, while in China government was viewed as most likely to lead to a
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Source: 2018 Edelman Trust Barometer. TRU_INS. [GOVERNMENT IN GENERAL] 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) General
Population, 28-market global total.
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Trust in Government
Increases in 16 of 28 Markets
Percent trust in government, and change from 2017 to 2018
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Distrusted in 21 Markets
TrustNeutralDistrust
Y-to-Y Change− +0](https://image.slidesharecdn.com/2018edelmantrustbarometerhongkongclientsfinal-180209062454/85/2018-Edelman-Trust-Barometer-Hong-Kong-9-320.jpg)
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Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] 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) General population, 28-market global total.
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Percent trust in media, and change from 2017 to 2018
Media Least Trusted Institution Globally
TrustNeutralDistrust
Distrusted in 22 of 28 of markets
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Y-to-Y Change− +0](https://image.slidesharecdn.com/2018edelmantrustbarometerhongkongclientsfinal-180209062454/85/2018-Edelman-Trust-Barometer-Hong-Kong-11-320.jpg)
2018 Edelman Trust Barometer - Hong Kong
- 1. 2018 Edelman Trust Barometer February 7th, 2018 Hong Kong
- 2. 2 Methodology 2018 Edelman Trust Barometer Online Survey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 APAC regional definition: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, S. Korea General Online Population 7 years in 25+ markets Ages 18+ 1,150 respondents per market All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ markets Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news 28-market 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+), half-sample global general online population +/- 0.8 (N=16,100). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by market), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by market).
- 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 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 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018
- 4. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market’s trust in the institutions of government, business, media and NGOs. General population, 28-market global total. 4 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 Markets are distrusters, up 1 from 2017
- 5. 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S. 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market’s trust in the institutions of government, business, media and NGOs. Informed public, 28- market global total. 5 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49)
- 6. 58 58 47 4749 48 33 42 73 74 63 64 51 54 33 42 Source: 2018 Edelman Trust Barometer. TRU_INS. 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, U.S. The Trust Index is an average of a location's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 6 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45 TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
- 7. Source: 2018 Edelman Trust Barometer. TRU_INS. 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) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters. 7 Percent trust in each institution, Trump vs. Clinton voters U.S. Trust in Media Diverges Along Voting Lines 47 57 35 27 54 47 35 61 Business MediaNGOs Government difference in trust in the media 34pt Trump Voters Clinton Voters 22-point decline since the election
- 8. 8 Government Most Broken in the U.S. Which institution is the most broken? Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the following statements? General population, U.S. and China. Government 38% Business 59% Government NGOs ✓ ✓ Government Path to Better Future in China Which institution is most likely to lead to a better future? 68% % % % % % % 29%
- 9. 43 14 18 24 25 27 28 33 33 34 35 35 36 37 41 43 44 45 46 46 46 46 51 54 65 70 73 77 84 Global28 S.Africa Brazil Colombia Poland Italy Mexico France U.S. Spain Australia Ireland U.K. Japan Argentina Germany Russia S.Korea Canada HongKong Malaysia Sweden Turkey The Netherlands Singapore India Indonesia UAE China Source: 2018 Edelman Trust Barometer. TRU_INS. [GOVERNMENT IN GENERAL] 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) General Population, 28-market global total. 9 Trust in Government Increases in 16 of 28 Markets Percent trust in government, and change from 2017 to 2018 l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8 Distrusted in 21 Markets TrustNeutralDistrust Y-to-Y Change− +0
- 11. 43 30 31 32 32 32 33 33 34 35 35 39 40 42 42 43 43 43 44 45 47 48 49 52 55 56 61 68 71 Global28 Turkey Australia Japan Sweden U.K. France Ireland Poland Russia S.Africa Argentina S.Korea Germany U.S. Brazil Colombia HongKong Spain Italy Malaysia Mexico Canada Singapore TheNetherlands UAE India Indonesia China Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] 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) General population, 28-market global total. 11 Percent trust in media, and change from 2017 to 2018 Media Least Trusted Institution Globally TrustNeutralDistrust Distrusted in 22 of 28 of markets l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6 Y-to-Y Change− +0
- 12. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population; 28-market global total. 12 Percent who worry about false information or fake news being used as a weapon World Worried About Fake News as a Weapon worry about false information or fake news being used as a weapon, globally 7 in 10 Nearly 61-65 66-70 71-75 76-80 Japan Australia Hong Kong Singapore S. Africa UAE China India Malaysia S. Korea Indonesia APACMEA
- 13. % Trust in Platforms 51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55 Global28 Germany Ireland Sweden TheNetherlands Canada Australia France U.K. Italy Singapore U.S. China Argentina S.Africa Spain HongKong Japan Russia S.Korea Poland India Colombia Indonesia UAE Brazil Malaysia Mexico Turkey % Trust in Journalism 59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42 c cccccccccccccccccccccccccccc Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 28-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 13 Gap in trust in journalism vs. platforms Journalism More Trusted Than Platforms in 21 Markets Journalism More Trusted Platforms More Trusted 8 21 20 19 19 18 17 17 17 14 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0 -1 -1 -3 -13 Gap Average trust in search engines and social media platforms Average trust in traditional and online-only media
- 14. Hong Kong
- 15. Source: 2018 Edelman Trust Barometer. TRU_INS. 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, Hong Kong. 15 Percent trust in each institution, and change from 2017 to 2018, in Hong Kong Distrust Convergence 20182017 Y-to-Y Change− +0 70 43 53 44 65 45 46 39 -5 -5+2 -7 Informed Public 59 40 42 34 55 46 43 36 BusinessMediaNGOs Government -4 +2+1+6 General Population NGOs Media BusinessGovernment
- 16. 16 The Honeymoon Period Joko Widodo October ‘14 49% 65% 2014 2015 Moon Jae-in May ‘17 Malcolm Turnbull September ‘15 37% 45% 2015 2016 Emmanuel Macron May ‘17 25% 33% 2017 2018 28% 45% 2017 2018 Sergio Mattarella February ‘15 15% 26% 2015 2016 Narendra Modi May ‘14 51% 68% 2014 2015
- 17. 17 Government Most Broken in Hong Kong Which institution is the most broken? Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the following statements? General population, 28-market global total and Hong Kong. Business NGOs Government Government Media Media ✓ Government Path to Better Future Which institution is most likely to lead to a better future? NGOs Business23% 19% 30% 6% 8% 28% 18% 13%31% 42% Hong KongGlobal ✓
- 18. Media
- 19. Source: 2018 Edelman Trust Barometer. TRU_INS. 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, Hong Kong. 19 Trust in Media 54 55 55 50 47 42 43 65 68 63 41 53 53 46 2012 2013 2014 2015 2016 2017 2018 General Informed 6 yr. Trend Informed -19 General -11 Media Trend
- 20. Traditional Media on the Rise Source: 2018 Edelman Trust Barometer. COM_MCL. 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). CRE_PPL. 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). Both questions asked of half of the sample. General population, Hong Kong. Journalism is an average of traditional media and online-only media. Percent trust in each source for general news and information 20 Journalism +755 59 41 41 36 63 55 47 43 34 Traditional Media Online Search Engines Online-Only Media Social Media Owned Media -4+8 +2+6 -2 20182017 Y-to-Y Change− +0 Journalists a credible source +8
- 21. Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, Hong Kong. 21 Fake news is leading to skepticism and confusion But High Disengagement Reveals Concerns 58% The average person does not know how to tell good journalism from rumor or falsehoods 64% It is becoming harder to tell if a piece of news was produced by a respected media organization 67% Worry about false information or fake news being used as a weapon 40% Are disengaged with news – consume news less than weekly Disengaged Fake News Good vs. Bad Source
- 22. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, Hong Kong. 22 News Organizations’ Priorities Under the Spotlight 65% are more concerned with attracting a big audience than reporting Attracting Large Audiences 62% support an ideology vs. informing the public Politics 64% sacrifice accuracy to be the first to break a story Breaking News 61% feel advertisers have too much influence on what news the public gets to see Advertiser Influence
- 23. Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, Hong Kong. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. Source: Warc 2017 Media Consumption Overview: Hong Kong 23 Declining Trust In Media Does Not Equate To Declining Influence 25 25 31 29 Consumers Amplifiers Global Hong Kong Consume news about weekly or more Consume news about weekly or more AND share or post content several times a month or more Hong Kong Media Consumption Daily hours and minutes 2016 2017 Print press 0:37 0:42 Online press 0:47 0:58 Broadcast radio 0:43 0:47 Linear TV 1:38 1:49 Social media 1:39 2:01
- 24. Business
- 25. Source: Edelman Trust Barometer. TRU_INS. 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). TRU_NAT. 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 Public and General Population, Hong Kong. 25 Gap between general and informed is narrowing Trust in Business 42 43 41 38 39 34 36 47 60 49 42 43 44 39 2012 2013 2014 2015 2016 2017 2018 General Informed Company’s Headquarters Impacts Trust in Hong Kong 15% 27%
- 26. Source: 2018 Edelman Trust Barometer. TRU_IND. 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), industries shown to half of the sample. General Population, Hong Kong. 26 Percent who trust each sector, and change from 2017 to 2018, in Hong Kong Trust Declines in 14 of 15 Sectors 47 47 51 51 56 59 59 60 61 63 68 71 72 72 75 Entertainment Financial services Automotive Consumer packaged goods Food and beverage Energy Telecommunications Retail Fashion Manufacturing Technology Health care Education Transportation Professional services -10 -6 -6 -6 -8 TrustNeutralDistrust Y-to-Y Change− +0 Industry 5 yr. Trend Technology -11 Energy -9 Telecommunications -10 Food and beverage -14 Automotive -23 Consumer packaged goods -17 Entertainment -17 Financial services -15 -1 -2 +2 -1 -8 -8 -10 -14 -8 -10
- 28. Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. General population, Hong Kong. 28 Business Expected To Drive Change 67% Agree that CEOs should take the lead on change rather than waiting for government to impose it 50% Believe companies who only think about themselves and their profits are bound to fail
- 29. 58 58 51 51 46 41 40 40 39 36 35 Apersonlike yourself Technicalexpert Academic expert NGO representative Successful entrepreneur Employee CEO Journalist Government official/regulator Boardof directors Financial industryanalyst Source: 2018 Edelman Trust Barometer. CRE_PPL. 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), question asked of half of the sample. General population, Hong Kong. 29 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018, in Hong Kong Voices of Authority Regain Credibility +2 +7 -1 +3 +6 -1 +13 +8 +10 +8 +9 − Y-to-Y Change+0
- 30. Opportunities for CEOs to Lead Source: 2018 Edelman Trust Barometer. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular market, how would you characterize each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. General population; Hong Kong 30 Percent who say each is one of the most important expectations they have for a CEO in Hong Kong 46 49 51 52 58 64 65 65 74 Ensure gender equality in worker pay Ensure company's workforce is inclusive/diverse Set high ethical standards Communicate regularly with employees Be a leading voice in matters related to their industry Ensure business decisions reflect the values of the company Increase company's profits/stock price Ensure company produces high quality products/services Ensure company is trusted Have no respect for CEOs who remain silent on important issues 50%
- 31. 31 People Define “Media” As Both Publishers and Platforms: Multichannel Engagement What did you assume was meant by the phrase “media in general”? Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase “media in general”? General population, Hong Kong. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMS PUBLISHERS 29%64% SearchSocial 60% News Apps 32% Influencers 90% Journalists 48% Brands
- 32. 32 Conclusions For Businesses Increasing loss of trust in business Increasing expectation to address social issues Increasing confusion about what information can be trusted Companies must build social impact into their business models Redefine what you think of as media and use it to own a clearer story Use voices of authority and take a stance on social issues + 1 2 3
- 33. Thank You