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2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis.

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Presentation on theme: "2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis."— Presentation transcript:

1 2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis

2 2 GLOBAL SONDAGGI ONLINE IN 27 PAESI risposte 6 anni in 20+ Paesi 9 anni in 10+ Paesi POPOLAZIONE GENERALE 1000 risposte per Paese Età anni in 25+ Paesi ELITE SOCIO- CULTURALE 500 risposte in U.S. e Cina, 200 negli altri Paesi Età Laureati o diplomati Nella fascia del 25% superiore per reddito in rapporto all’età e al Paese Lettori abituali di notizie economiche e politiche 14 anni di dati 14° SONDAGGIO ANNUALE DI EDELMAN

3 GLOBAL 54 UAE79 China79 Singapore73 Indonesia72 India69 Malaysia65 Canada60 Netherlands60 Mexico59 Hong Kong59 Australia58 Brazil57 Germany57 Argentina53 U.K.52 Sweden51 S. Korea51 S. Africa50 U.S.49 France46 Japan44 Italy43 Turkey41 Spain39 Ireland39 Russia37 Poland35 GLOBAL 57 China80 Singapore76 India71 Mexico68 Hong Kong67 UAE66 Malaysia64 Canada62 Indonesia62 U.S.59 Netherlands59 Brazil55 Germany55 France54 Sweden54 U.K.53 Italy51 Australia50 Poland48 S. Korea47 Ireland46 Argentina45 Spain42 Turkey42 Japan41 Russia36 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). 3 TREND MAGGIORMENTE POSITIVI DAL 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. INDICE GLOBALE DI FIDUCIA: FORTE CALO IN ITALIA RISPETTO ALL’ANNO PRECEDENTE, CROLLO NEGLI USA, IN FRANCIA, POLONIA. EMIRATI ARABI IN RIPRESA TREND MAGGIORMENTE NEGATIVI DAL 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts. TRUSTERS NEUTRAL DISTRUSTERS

4 2014 TRUSTERS NEUTRAL DISTRUSTERS GAP GLOBALE DI FIDUCIA 9 points MERCATI COI PIU’ LARGHI GAP DI FIDUCIA: UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) GLOBAL 47 China 67 UAE 64 Singapore 64 Indonesia 62 India 61 Malaysia 57 Canada 54 Mexico 53 Netherlands 51 Hong Kong 50 Brazil 49 Argentina 49 Australia 44 Germany 44 S. Korea 43 U.K. 42 S. Africa 42 U.S. 42 Italy 41 Japan 40 Turkey 39 Sweden 38 Spain 36 Ireland 35 France 33 Poland 32 Russia 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. 4 IL PUBBLICO INFORMATO HA GENERALMENTE PIU’ FIDUCIA RISPETTO QUELLO GENERICO 2014 GLOBAL 56 UAE79 China79 Singapore73 Indonesia72 India69 Malaysia65 Canada60 Netherlands60 Mexico59 Hong Kong59 Australia58 Brazil57 Germany57 Argentina53 U.K.52 Sweden51 S. Korea51 S. Africa50 U.S.49 France46 Japan44 Italy43 Turkey41 Spain39 Ireland39 Russia37 Poland35

5 Q [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. NGOSBUSINESS GOVERNMENT LA FIDUCIA NEL BUSINESS E NELLE NGO’S RESTA STABILE, CALA NEI GOVERNI E NEI MEDIA 5 FIDUCIA IN 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS TOTAL TRUST TRUST A GREAT DEAL MEDIA #1 #3 #2 #4

6 Q [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. NGOSBUSINESS GOVERNMENT SOLO IL 3% DEGLI ITALIANI HA PIENA FIDUCIA NEL GOVERNO 6 LA FIDUCIA DELL’ITALIA NELLE 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS TOTAL TRUST TRUST A GREAT DEAL MEDIA #1 #3 #2 #4

7 Q [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'. (4 Box, Trust) Informed Publics. LA FIDUCIA CALA, IL GOVERNO AL LIVELLO PIÙ BASSO DEGLI ULTIMI 5 ANNI LA FIDUCIA DELL’ITALIA DAL

8 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 50% Q [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. FIDUCIA NELLE “NON-GOVERNMENTAL ORGANIZATIONS” (NGO), 2013 VS CRESCE GENERALMENTE LA FIDUCIA NELLE NGO, MA CALA NEGLI USA E CROLLA IN POLONIA N.A. Le NGO al massimo della fiducia in 20 su 27 paesi esaminati 2014

9 50% LOWER/EQUAL TRUST IN 21 COUNTRIES HIGHER TRUST IN 5 COUNTRIES FIDUCIA NEI MEDIA, 2013 VS NELL’80% DEI PAESI LA FIDUCIA NEI MEDIA E’ IN CALO RISPETTO ALL’ANNO PRIMA, CROLLO IN ITALIA Q [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 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. N.A

10 Q [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9- 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) Informed Publics. L’ITALIA SI FIDA DI DIFFERENTI FONTI DI INFORMAZIONE 10 GLI ITALIANI HANNO FIDUCIA NEI MOTORI DI RICERCA, NON E’ COSÌ IN EUROPA DOVE I TRADIZIONALI MANTENGONO LA PRIMA POSIZIONE

11 FIDUCIA NEL BUSINESS, 2013 VS LA FIDUCIA NEL BUSINESS E’ GENERALMENTE STABILE; MA CALA IN ITALIA E IN ALCUNI ALTRI PAESI Q [BUSINESS 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 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. N.A. LOWER/EQUAL TRUST IN 15 COUNTRIESHIGHER TRUST IN 12 COUNTRIES %

12 2013 vs ITALIA, FIDUCIA NEI DIVERSI COMPARTI INDUSTRIALI: 2013 VS Q [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. 12 LA FORBICE SI ALLARGA: CHI E’ IN TESTA CRESCE, CHI E’ IN BASSO CALA

13 Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF 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”. Q [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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY LE RINNOVABILI GUIDANO LA FIDUCIA, BANCHE E PETROLIO IN CODA 13 ITALIA, FIDUCIA NEI DIVERSI SETTORI

14 FIDUCIA NEI COMPARTI: 2009 VS – DATI GLOBALI Q [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. 14 LA TECNOLOGIA E’ SEMPRE IN TESTA IN TUTTO IL MONDO. LE BANCHE IN CODA VS. 2014

15 15 RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI 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. MOST TRUSTED LE AZIENDE DEI PAESI BRIC SOFFORNO DI UN DEFICIT DI FIDUCIA RISPETTO A QUELLE DEI PAESI OCCIDENTALI, ITALIA A MEZZA STRADA 50%

16 16 RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI - ITALIA 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. GLI ITALIANI NON HANNO FIDUCIA NELLE PROPRIE AZIENDE, L’ESTEROFILIA DOMINA MOST TRUSTED

17 17 FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO MOLTI PAESI HANNO PIÙ FIDUCIA NELLE NOSTRE IMPRESE DI NOI STESSI

18 18 Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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, 27-country global total. LE IMPRESE FAMILIARI E DI PICCOLE/MEDIE DIMENSIONI GODONO DI UN VANTAGGIO DI FIDUCIA, SALVO IN ASIA. FIDUCIA NEI DIVERSI TIPI DI IMPRESE - PER REGIONI

19 19 Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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. LE IMPRESE FAMILIARI AL TOP, QUELLE STATALI IN FONDO FIDUCIA DELL’ITALIA NEI DIVERSI TIPI DI IMPRESA

20 Q [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics. 20 ASSERZIONI ASSOCIATE ALLE AZIENDE PUBBLICHE / A QUELLE PRIVATE - ITALIA L’ITALIA PREFERISCE LE IMPRESE PRIVATE Gap

21 VS CREDIBILITA’ DELLE FIGURE RAPPRESENTATIVE 2009 Q [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. 21 DAL 2009 AL 2014, UN BALZO IN ALTO PER I DIPENDENTI, LE PERSONE COME TE, I CEO. * Not tested in

22 2013 vs CREDIBILITA’ DELLE FIGURE RAPPRESENTATIVE, 2013 VS ITALIA Q [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. 22 GLI ITALIANI CONTINUANO A CREDERE NEGLI ESPERTI, MENO NEI BLOGGER E NEI CEO *Changed from “Successful Entrepreneur” in 2013

23 FIDUCIA DEGLI ITALIANI NEL BUSINESS E NEI LEADER DI GOVERNO PER GESTIRE I SEGUENTI PROBLEMI: GOVERNMENT LEADERS 23 BUSINESS LEADERS 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. I LEADER DEL BUSINESS, RISPETTO A QUELLI DI GOVERNO, HANNO UNA FIDUCIA PIÙ CHE DOPPIA NEI PROBLEMI SOCIALI O SOCIETARI

24 50% FIDUCIA NEL GOVERNO, 2013 VS IN ITALIA UN SIGNIFICATIVO CALO DI FIDUCIA PER IL GOVERNO, MA ANCHE IN USA, FRANCIA E HONG KONG Q [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 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. N.A. LOWER/EQUAL TRUST IN 17 COUNTRIESHIGHER TRUST IN 9 COUNTRIES = HISTORIC LOW GLOBAL HISTORIC LOW (2009) = 43%

25 50% Q [BUSINESS IN GENERAL & 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 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. FIDUCIA NEL BUSINESS VS. GOVERNO GOVERNMENT 25 BUSINESS IL GAP GLOBALE (14 PUNTI PERCENTUALI) FRA FIDUCIA NEL BUSINESS E NEI GOVERNI HIGHER TRUST IN GOVERNMENT HIGHER TRUST IN BUSINESS 20+ PT. HIGHER TRUST IN BUSINESS

26 CRESCE NEL MONDO LA VOGLIA DI REGOLE, SOPRATTUTTO IN CAMPO FINANZIARIO, NELL’ENERGIA E NELL’ALIMENTARE 26 REGOLAZIONE STATALE DEL BUSINESS NEI DIVERSI SETTORI – DATI GLOBALI 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. Q262. When it comes to government regulation of the financial services 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. 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. Q264. When it comes to government regulation of the food and beverage 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. UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY

27 SOPRATTUTTO IN ITALIA, SI CHIEDONO PIÙ REGOLE, NON MENO 27 REGOLAZIONE STATALE DEL BUSINESS NEI DIVERSI SETTORI - ITALIA 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. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. 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. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.

28 E’ TEMPO DI UNA SVOLTA. GLI ITALIANI VOGLIONO PARTECIPARE 28 PERCENTUALE DI CONSENSO RISPETTO ALLE SEGUENTI AFFERMAZIONI - ITALIA Q Please indicate how much you agree or disagree with the following statements? Informed Publics. Servizi finanziari The financial services industry should be a more active participant in the broader debate over the future of the Italy banking system 58% Nuove regole del business When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 73% Politica energetica The energy industry should be a more active participant in the broader debate over Italy energy policy 68% Alimentazione The food and beverage industry should be a more active participant in the broader debate in Italy over solutions to food and nutrition policy issues 67%

29 GLI ITALIANI VOGLIONO CHE IL GOVERNO GARANTISCA COMPORTAMENTI CORRETTI DA PARTE DELLE AZIENDE 29 I PIÙ IMPORTANTI RUOLI DEL GOVERNO NEL BUSINESS - ITALIA Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.

30 Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Publics, 27- country global total.; Q Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics. L’IMPORTANZA RAFFRONTATA CON IL PERCEPITO IN 16 AREE CHE RIGUARDANO LA FIDUCIA - ITALIA Gap 30 IMPORTANCE PERFORMANCE TRATTARE BENE I DIPENDENTI E’ IL PRIMO PASSO VERSO LA FIDUCIA IN ITALIA INTEGRITY PURPOSE OPERATIONS PRODUCTS & SERVICES ENGAGEMENT

31 31 GLI INFLUENZATORI DI MAGGIOR CREDIBILITÀ PER COMUNICARE IN QUESTI AMBITI - ITALIA Q (Italy Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Public INTEGRITY PURPOSE OPERATIONS PRODUCTS & SERVICES ENGAGEMENT TOTALS I DIPENDENTI SONO I PIÙ CREDIBILI NELLA COMUNICAZIONE IN 3 SU 5 AREE.

32 LE AZIENDE POSSONO GUIDARE IL CONFRONTO SUL CAMBIAMENTO. I CEO DEVONO DIVENTARE OGGI “CHIEF ENGAGEMENT OFFICERS” 32 COSA DEVE FARE UN CEO PER OTTENERE FIDUCIA IN SE STESSO E NELLA SUA AZIENDA - ITALIA Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.

33 COSA DEVE FARE UN CEO PER OTTENERE FIDUCIA IN SE STESSO E NELLA SUA AZIENDA – MEDIA MONDO Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B- 261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top 4 Box, Total Important) General Publics, 27-country global total. 33 NON E’ UN FENOMENO SOLO ITALIANO, STESSI VALORI IN ITALIA E NEL MONDO

34 Edelman Trust Barometer research reveals 16 specific attributes which build trust. These can be grouped into five performance clusters listed here in rank order of importance AREE CHIAVE PER OTTENERE FIDUCIA DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES OPERATIONS 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 PURPOSE / FINALITA’ IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS OFFERS HIGH QUALITY PRODUCTS OR SERVICES PRODUCTS & SERVICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES HAS ETHICAL BUSINESS PRACTICES INTEGRITY / ETICA COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS ENGAGEMENT / IMPEGNO

35 GRAZIE PER L’ATTENZIONE


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