Edelman Trust Barometer Global Deck

《Edelman Trust Barometer Global Deck》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、2011EdelmanTrustBarometerFindingsEdelmanTrustBarometerataglanceEleventhannualstudy5,075peoplein23countriesonfivecontinentsAges25to64College-educatedIntop25%ofhouseholdincomeperagegroupineachcountryReportsignificantmediaconsumptionandengagementinbusinessnewsandpublicpolicy2TheEdelmanTrustBarom

2、eterinretrospect2010Trustisnowanessentiallineofbusiness2009Businessmustpartnerwithgovernmenttoregaintrust2008Younginfluencershavemoretrustinbusiness2007Businessmoretrustedthangovernmentandmedia2006“Apersonlikeme”emergesascrediblespokesperson2005Trustshiftsfrom“authorities”topeers2004U.S.compa

3、niesinEuropesuffertrustdiscount2003Earnedmediamorecrediblethanadvertising2002FallofthecelebrityCEO2001RisingInfluenceofNGOs31.StateofTrustShiftingcenterofgravityGlobally,trustincreasesinallinstitutionsHowmuchdoyoutrusttheinstitutiontodowhatisright?20102011100%90%+4+280%+5+470%61%60%57%56%54%5

4、2%49%50%47%45%40%30%20%10%0%NGOsBusinessGovernmentMediaResponses6-9on1-9scale;9=highest;Informedpublicsages25to645Emergingmarketsdominateas“businesstrusters”U.S.dropstowithin5pointsofRussiaHowmuchdoyoutrustbusinesstodowhatisright?20102011TrustersNeutralDistrusters100%90%+1981%80%-870%70%67%+1

5、264%62%62%61%+1259%60%57%53%52%54%48%49%50%46%44%42%41%40%40%36%30%20%10%0%BrazilIndiaItalyChinaJapanGermanyFranceUSUKRussiaResponses6-9on1-9scale;9=highest;Informedpublicsages25to64;Top10GDPcountries6ChinaandBrazildriveriseintrustingovernment;U.S.nowonparwithRussiaHowmuchdoyoutrustgovernment

6、todowhatisright?20102011TrustersNeutralDistrusters100%+14+4688%90%85%80%74%70%-6-1060%51%49%50%43%45%44%46%42%43%43%43%39%40%39%38%38%40%36%33%30%20%10%0%ChinaBrazilJapanFranceItalyIndiaUKUSRussiaGermanyResponses6-9on1-9scale;9=highest;Informedpublicsages25to64;Top10GDPcountries7Developedmark

7、etsmoredistrustfulofmediaHowmuchdoyoutrustmediatodowhatisright?20102011TrustersNeutralDistrusters100%+1790%+1980%80%73%70%+1263%58%60%54%-1150%-948%50%45%45%38%39%37%37%37%38%40%36%36%31%30%27%22%20%10%0%ChinaBrazilIndiaJapanFranceItalyGerman