2016 Edelman Trust Barometer Indonesia Results
WHAT DETERMINES OUR ACTIONS? ACTIONS Where do you buy your durians?
TRUST MATTERS We use trust every day to determine most of our daily decisions : Purchase Relationship Recommendations ACTIONS We will go back to what we trust.
Indonesia – Trust Is A Business Imperative, General Population Mirrors Global Outcomes Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies 47 75 Refused to buy products/services Chose to buy products/services #1 most trusted content creators: 40 74 Criticized companies Recommended them to a friend/colleague Friends and Family #1 most trusted 34 59 Shared negative opinions Shared positive opinions online media source: Online Search Engines 27 49 Disagreed with others Defended company Paid more 22 Paid more 40 than wanted 19 Sold shares Bought shares 25 Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, Indonesia, question asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, Indonesia, question asked of half the sample. 4
TRUST VS REPUTATION? Trust is forward looking, and must Reputation is a result of be earned. your past actions. Trust leads to It is based on previous people giving you a track record. chance. It is based on whether Trust can change your promises have bad reputation to been fulfilled. good.
Methodology General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Informed Public Online Survey in 28 Countries ‣ 8 years in 20+ markets ‣ 16 years of data ‣ Represents 15% of total global population ‣ 33,000+ respondents total ‣ 500 respondents in U.S. and China; 200 in all other countries ‣ All fieldwork was conducted between Must meet 4 criteria: October 13th and November 16th, 2015 ‣ 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). 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), half sample Global General Online Population +/- 0.8 (N=16,100). 6
1 State of Trust
Global Results Show Post-Recession Highs Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 Informed Public Media NGOs General Population 57 66 65 56 64 63 53 53 60 51 55 49 49 54 53 48 51 50 46 46 Business Government 62 51 48 48 58 58 46 56 45 54 53 43 42 41 50 49 49 39 38 47 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. 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, 25-country global total. 8
Indonesia Trust Falling Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 2015 2016 84 80 80 77 72 70 66 66 Informed -11 -4 -10 -6 Public 71 70 68 64 65 63 58 57 General -7 +1 -5 -7 Population NGOs Business Media Government Source: 2016 Edelman Trust Barometer Q11-14. 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, Indonesia. 9
Indonesia 5 Year Trend Shows Government & NGO Trust Up, But Still Behind Business & Media Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 Informed Public NGO’s Media 80 80 General 77 78 77 73 Population 73 70 69 68 68 66 64 63 62 57 53 53 49 51 Business Government 84 82 80 78 74 72 71 70 69 68 66 65 63 58 53 49 49 47 40 36 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. 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, Indonesia. 10
Leadership in a Divided World: 2 An Opportunity for Business
General Indonesia Comparison - Business vs. Government Population Percent trust in business vs. government, 2016, ranked by trust in business Business Government Higher trust in business in 21 countries 80 79 76 74 71 70 70 69 67 65 64 60 60 58 58 57 56 56 53 53 53 53 52 50% 51 50 49 48 46 46 46 46 45 45 45 43 43 42 42 42 42 39 39 39 39 39 38 38 36 35 33 32 32 32 30 26 26 24 21 19 16 Global GDP 5 Mexico Indonesia Colombia India Brazil S. Africa Malaysia Italy Canada Netherlands Argentina Australia U.S. Spain Sweden U.K. France Japan Ireland Germany Poland Turkey China Singapore Hong Kong Russia S. Korea UAE Source: 2016 Edelman Trust Barometer Q11-14. 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-country global total. 12 GDP 5 = U.S., China, Japan, Germany, U.K.
Indonesians Place Even More Trust in Business to Keep Pace Percent trust, and percent who trust each institution to keep up with the changing times, 2016 Trusted to Trust keep pace Business in the lead 80 76 70 70 66 66 63 62 Informed Public 72 71 67 63 61 60 57 58 General Population NGOs Business Media Government Source: 2016 Edelman Trust Barometer Q11-14. 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) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with c han ge”. (Top 4 Box, Trust) Informed 13 Public and General Population, Indonesia..
Sector Trends: General In Indonesia, CPG & Financial Services See Biggest Rebound Population Trust in each industry sector, 2012 - 2016 5 yr. 90% Industry 2012 2013 2014 2015 2016 Trend Technology 85% 87% 88% 86% 84% 1 85% Automotive 80% 84% 85% 85% 80% 0 80% Telecommunications 72% 83% 83% 82% 80% 8 75% Food & Beverage 68% 73% 74% 75% 75% 7 70% Financial Service 66% 74% 71% 72% 75% 9 Energy 66% 76% 74% 75% 74% 8 65% Consumer packaged goods 60% 70% 70% 71% 73% 13 60% Pharmaceutical 76% 77% 77% 77% 72% 4 55% 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q45-429. 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) General Popul ation, Indonesia. *From 2012-2014, Pharma included as subsector(Q61f-65f). 14 **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
General Indonesians Also Believe Population Business Must Lead to Solve Problems 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, Indonesia, question asked of half the sample. 15
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