Trust at Work 2019 Acumen Edelman Trust Barometer 2019 Acumen - - PowerPoint PPT Presentation

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Trust at Work 2019 Acumen Edelman Trust Barometer 2019 Acumen - - PowerPoint PPT Presentation

Sep 23, 2022 438 likes •735 views

Trust at Work 2019 Acumen Edelman Trust Barometer 2019 Acumen Informed Public General Online Population Edelman Represents 16% of total global population Ages 18+ Trust Barometer 500 respondents in U.S. and China; 200 in 1,150 respondents

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Trust at Work 2019 Acumen Edelman Trust Barometer

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Methodology

2019 Acumen Edelman Trust Barometer

Online Survey in 27 Countries

19 years of data 33,000+ respondents total

Survey in New Zealand

4 years of data 1,000+ respondents total New Zealand fieldwork was conducted between 30 October – 13 November, 2018

General Online Population

Ages 18+ 1,150 respondents per country 1,150 respondents in New Zealand All slides show general online population data unless otherwise noted

Mass Population

All population not including informed public Represents 84% of total global population

Informed Public

Represents 16% of total global population 500 respondents in U.S. and China; 200 in all other global study 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

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+), half-sample global general online population +/- 0.8 (N=16,100). 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), New Zealand +/- 4.4 (N=1,150).
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Divided by Trust

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50 Global 27 76 China 69 Indonesia 69 Saudi Arabia 68 UAE 66 India 60 Singapore 58 Malaysia 54 Canada 54 Mexico 54 The Netherlands 52 Hong Kong 51 Colombia 47 U.S. 46 Australia 46 Italy 45 Argentina 44

  • S. Africa

44

  • S. Korea

43 Brazil 43 New Zealand 42 Germany 41 France 41 Ireland 41 Turkey 40 U.K. 39 Spain 37 Japan 28 Russia

Trust (60-100) Neutral (50-59) Distrust (1-49) 4

Mass population 14 points less trusting 18 markets with double-digit trust gaps

2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and
  • media. 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.” 9-point scale; top 4 box, trust. Informed public and mass population, 27-market global average. New Zealand Informed Public & Mass Population

A WORLD OUT OF BALANCE

Trust Index

64 Global 27 88 China 84 Saudi Arabia 83 India 83 Indonesia 83 UAE 74 Canada 70 Malaysia 69 Singapore 68 Mexico 67 The Netherlands 66 Hong Kong 64 U.K. 61

  • S. Korea

60 Germany 60 U.S. 59 Australia 59 France 56 Colombia 54 New Zealand 53 Argentina 53 Italy 53 Japan 53

  • S. Africa

53 Turkey 51 Brazil 48 Ireland 47 Spain 35 Russia

2019 Informed Public 2019 Mass Population Trust gap

14 12 14* 15 15 17* 9 12 20* 14 13 14 5 13 13 7 8 9 17* 8 11 18* 18 7 12 24* 8 16 7 *highest-ever trust inequality

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56 62 51 54 44 42 43 43

2016 2017 2018 2019

Trust Index

GAP IN TRUST: INEQUALITY REMAINS

5 2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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.” 9-point scale; top 4 box, trust. New Zealand Mass Population & Informed Public

Informed Public Mass Population

NZ Global

20pt gap 11pt gap 8pt gap

62 62 60 65 49 46 47 49

2016 2017 2018 2019

16pt gap

Informed Public Mass Population

16pt gap 13pt gap

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SLIDE 6 6 2019 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.” 9-point scale; top 4 box, trust. New Zealand General Population & Informed Public

Percent trust

TRUST FLAT AMONG NZ GENERAL POPULATION

Y-to-Y Change
  • +

56 52 57 38 63 58 55 40

+7 +6

  • 2

+2

NZ 2019 NZ 2018

Business Media NGOs Government

Informed Public General Population 48 47 51 31 48 47 50 34

  • 1

+3

GLOBAL 2019 GLOBAL 2018

65 64 54 54 69 68 58 58

+4 +4 +4 +4

54 53 44 44 56 56 47 47

+2 +3 +3 +3

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LEVEL OF TRUST IN EACH TYPE OF BUSINESS

Family-owned businesses or companies 72 Small- and medium-sized businesses or companies 67 Companies headquartered in my country 61 State-owned businesses or companies 54 Privately-held businesses or companies 54 Publicly-traded businesses or companies 50 Big businesses or companies 46 Sharing or on demand economy businesses that allow people to buy, sell or rent to and from their peers 39 Foreign companies 30

General Population
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47 50 52 48 38 43 48 43 51 31

8 2019 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.” 9-point scale; top 4 box, trust. General population, New Zealand, by gender.

Percent trust

SOME GENDER DIFFERENCES IN TRUST LEVELS

Trust Index

Women Men

NGOs Business Government Media

Trust Neutral Distrust

Trust gap

4 2 9 3 7

Largest trust gap

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SLIDE 9

Concerns about Change

9
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SLIDE 10 49 16 21 26 28 31 32 34 34 38 39 39 41 44 45 48 50 53 54 59 69 70 71 71 73 73 79 82 84 63 38 37 38 43 47 54 53 50 48 38 44 43 56 65 62 56 54 69 69 72 83 86 79 74 81 88 89 86 Global 27 Japan France Germany U.K. The Netherlands Australia Canada Italy Hong Kong Russia
  • S. Korea
New Zealand Spain Ireland U.S. Singapore Turkey
  • S. Africa
Argentina Malaysia UAE China Saudi Arabia Brazil Mexico India Indonesia Colombia

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

DEVELOPED WORLD INCLUDING NEW ZEALAND ARE PESSIMISTIC ABOUT FUTURE

10 2019 Edelman Trust Barometer. CNG_FUT. 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? 5-point scale; top 2 box, better off. Informed public and mass population, 27-market average New Zealand Mass Population & Informed Public

14 markets in which majority of mass population do not believe that they will be better off in five years

Mass population Informed public
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SLIDE 11 11 2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average. New Zealand & Australia General Population

WHAT NZ EMPLOYEES WORRY ABOUT MOST

Hackers, cyber attacks and cyber terrorism

1.

Losing some rights and freedoms as a citizen of this country

2.

Our country losing its unique culture and traditions

3.

Not having the training and skills necessary to get a good paying job

4.

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SLIDE 12 12 EMP_ORG. BASE: ALL RESPONDENTS WHO ARE AN EMPLOYEE BUT DO NOT RUN THEIR OWN BUSINESS (Q43/1 AND NOT Q28/7) Think back to the most recent major transformation at your organisation. This transformation could have been a merger, an acquisition, a restructuring or reorganisation, a major business-systems change or any other change that affected people’s
  • jobs. In navigating employees through that transformation, which of the following did your organisation and its leadership do well?

TRANSFORMATION POORLY MANAGED

Of the two-thirds of employees who have been through a transition, many think leaders could have done a much better job

Communicated clearly and often to employees about the changes being implemented and why they would make the organisation better in the long run 29% Explained how the transformation was aligned with our organisation’s purpose 28% Explained how the transformation was aligned with our organisation’s values 28% Were honest regarding any changes employees would have to face as the transformation progressed 28% Facilitated a dialogue. Gave employees lots of opportunities to ask questions and voice their concerns to the organisation’s leadership 25% Retained and retrained to the greatest extent possible employees whose jobs were disrupted by the changes being made 24% Communicated a consistent message regarding the changes to employees, the public and key stakeholders 23% Communicated clearly and often to our external stakeholders (customers, clients, regulators, investors or funders) about the changes being implemented and why they would make the organisation better in the long run 21% Instituted a fair, dignified, and humane process for people whose jobs were eliminated 18% None of the above. There is nothing my employer did well during our last transition 10%

General Population
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NZ HAS MORE FAITH IN THE SYSTEM; MORE POSITIVITY AMONGST INFORMED PUBLIC

13 2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. Informed public and mass population. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack
  • f hope is an average of POP_MDC/18,19,20 [reverse scored]. New Zealand Mass Population & Informed Public

Mass population

30 34 36 41 26 33

Percent who agree the system is… Informed public

Working for me Not sure Failing me Working for me Not sure Failing me

20 34 46 21 40 39

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Significant rise in News Engagement

14
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13 24 32 46 54 31

15 2019 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. Question asked of half of the sample. General population (n=624). For details on how the News Engagement Scale was built, please refer to the Technical
  • Appendix. New Zealand General Population

RISE IN NEWS ENGAGEMENT

How often do you engage in the following activities related to news and information?

THE DISENGAGED

Consume news less than weekly

AMPLIFIERS

Consume news about weekly or more AND share or post content several times a month or more

CONSUMERS

Consume news about weekly or more

+25pts

More engaged with the news

2018

+11

pts

+14

pts

Y-to-Y Change
  • +

2019

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SLIDE 16 Traditional Media Search Engines* Online-only Media** Owned Media Social Media 16 2019 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.” 9-point scale; top 4 box, trust. Question asked of half of the sample. New Zealand General Population *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”

Percent trust in each source for general news and information

TRADITIONAL MEDIA, SEARCH MOST TRUSTED

52 47 64 60 40 36 49 41 26 20 22 23 32 23 21 32 55 52 52 54

2016 2017 2018 2019

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67 65 52 51 50 40 43 39 39 34 23

17 2019 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. 4-point scale; top 2 box, credible. Question asked of half of the sample. New Zealand General Population

ACTIVATE TRUSTED SPOKESPEOPLE

Percent who rate each source as very/extremely credible

Company technical expert Academic expert A person like yourself Financial industry analyst Regular employee NGO representative CEO Successful entrepreneur Board of directors Government

  • fficial

Journalist

Y-to-Y Change
  • +
Company voices
  • 3
  • 2

+5

  • 3

+3

  • 5
  • 1
  • 5

+4

  • 3
  • 3
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SLIDE 18

My Employer: A Trusted Partner

18
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74 50 48 47 34

19 2019 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, 27-market average. New Zealand & Australia General Population

Percent trust

MY EMPLOYER MOST-TRUSTED RELATIONSHIP

Business Media NGOs Government My employer

Trust Neutral Distrust

75 48 57 56 47 AUS 77 42 56 52 40

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Percent trust in “my employer”

EMPLOYERS VIEWED MORE POSITIVELY EVEN BY THOSE LESS TRUSTING

20 2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, 27-market average, by gender, and “system failing” scale. New Zealand Mass Population & Informed Public For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.

73 80 68 81 78 73 77

Mass population Informed public System is failing me Not sure System is working for me Women Men

Trust Neutral Distrust
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Employees see business as a trustworthy source on:

EMPLOYERS SEEN AS A TRUSTWORTHY SOURCE

21 2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
  • f those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average. BUS_SRC. Below is
a list of topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population, 27-market average, among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).New Zealand and Australia General Population “The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11, New Zealand General Population .

62%

The Global Economy

43%

Technology

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SLIDE 22 22 2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia). New Zealand General Population

EMPLOYEES WANT BUSINESS LEADERS TO STEP UP

Percent who say that CEOs should take the lead on change rather than waiting for government to impose it

+15pts

38 64 67 68 77 78 79

Fake news Personal data Sexual harassment Protecting the environment Training for the jobs of tomorrow Prejudice and discrimination Equal pay

Percent who agree CEOs can create positive change in:

75%

  • f employees agree it’s

critically important for my CEO to respond to challenging times

76%

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40 42 38 23 40 37

Percent of employees who expect each from a prospective employer

EMPLOYEE EXPECTATIONS INCLUDES SOCIETAL CHANGE

2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees.. Buckets are the sum of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list
  • f items that went into each of the three dimensions, please refer to the Technical
  • Appendix. New Zealand General Population

Strong expectation You would have to pay me a lot more to work for an organisation that does not offer this Deal breaker I would never work for an organisation that does not offer this

Shared Action

My employer has a greater purpose, and my job has a meaningful societal impact

Personal Empowerment

I know what is going on, I am part

  • f the planning process, and I have

a voice in key decisions; the culture is values-driven and inclusive

Job Opportunity

My employer offers wage growth, training, career growth and work which I find interesting & fulfilling

61% 77% 82%

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Investing in Employee Trust

24
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SLIDE 25

Percent of employees who engage in these types of behaviours on behalf of their employer

THE UPSIDE OF A TRUSTED EMPLOYER-EMPLOYEE RELATIONSHIP

25 2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
  • f those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, cut by those who trust their employer (codes 6-9)
and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension. New Zealand General Population

Trust advantage Advocacy

+54

Loyalty

+44

Commitment

+39

Engagement

+36

46 85 23 67 27 81 29 65

Trust their employer Do not trust their employer
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SLIDE 26 26 2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 27-market average. New Zealand and Australia General Population

INVESTING IN EMPLOYEE TRUST IS INVESTING IN YOUR BOTTOM LINE

Percent who agree that “a good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it”

55%

How a company treats its employees is one of the best indicators of its level of trustworthiness

78%

78%

AUS 82%

67% 66%

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TRUST AT WORK: THE NEW EMPLOYER-EMPLOYEE CONTRACT

1.Lead Change 2.Empower Employees 3.Local Relevance 4.Business Leadership

  • Be aspirational
  • Address concerns

about the personal impact of change

  • Train the workforce
  • f the future
  • Give them a voice
  • Create
  • pportunities for

shared action

  • Empower them

with information

  • Improve societal

conditions in the local communities in which you operate

  • Live your values
  • Engage directly
  • Be visible and show

a personal commitment, inside and outside the

  • rganisation
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