GERMANS ARE AFRAID OF INNOVATIONS EDELMAN TRUST BAROMETER 2015 GERMANY RESULTS

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1 GERMANS ARE AFRAID OF INNOVATIONS EDELMAN TRUST BAROMETER 2015 GERMANY RESULTS

2 EDELMAN S 15 th Annual TRUST BAROMETER METHODOLOGY Online Survey in 27 Countries 33,000 respondents 7 years in 20+ markets 10 years in 10+ markets General Online Population 1,000 respondents per country surveyed Ages years in 25+ markets 500 respondents in U.S. and China, and 200 in other countries Ages College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy 15 years of data PG 2

3 DISTRUSTERS NEUTRAL TRUSTERS THE TRUST INDEX NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW 2014 GLOBAL GLOBAL 55 The Trust Index is an average of a country s trust in the institutions of government, business, media and NGOs. 27-country global total. China 79 UAE 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Hong Kong 59 Mexico 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 S. Korea 51 Sweden 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Ireland 39 Spain 39 Russia 37 Poland 35 UAE 84 India 79 Indonesia 78 China 75 Singapore 65 Netherlands 64 Brazil 59 Mexico 59 Malaysia 56 Canada 53 Australia 52 France 52 U.S. 52 Germany 50 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 45 Turkey 40 Ireland 37 Japan 37 TRUSTERS from 30% to 22% in 2015 DISTRUSTERS from 33% to 48% in 2015 PG 3

4 THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN GERMANY, 2014 VS NGOS 69% # 1 59% 49% 50% # 2 GOVERNMENT BUSINESS 57% # 3 45% 54% # 4 45% MEDIA 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 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) s in Germany. PG 4

5 TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN GERMANY TODAY IS 21% Too Slow 19% Just Right 57% Too Fast Q Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) s, in Germany. PG 5

6 BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN GERMANY 48% 50% 33% 30% 25% 21% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Genetically Modified Foods Hydraulic Fracturing Q Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? (Top 4 Box, Trust) s, in Germany. PG 6

7 BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED TRUST IN INDUSTRIES ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN GERMANY TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT Gap Trust in Industry Sector vs. Trust in Industry to Innovate Technology Cloud Computing 37% 66% -29 Financial Services Electronic Payments 27% 36% +9 Health Personal Health Trackers 35% 45% -10 Energy Hydraulic Fracturing 25% 37% -12 Food & Beverage Genetically Modified Foods 25% 51% -26 Q : Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing % who trust, rated 6-9). s, in Germany. Q Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale, where one means that you do not trust them at all and nine means that you trust them a great deal. s, in Germany. PG 7

8 TRUST IN INNOVATION MATTERS BEHAVIOR BASED ON TRUST IN GERMANY Distrusted Companies Trusted Companies -51% 77% Refused to buy products/services Chose to buy products/services -52% Criticized them to a friend/colleague Recommended them to a friend/colleague 57% Paid more for products/services 51% Defended company 36% Shared negative -22% Shared positive opinions online opinions online 28% I sold shares -11% 18% I bought shares Q 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. s, Germany. Q 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. s, Germany. PG 8

9 BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates. 72% agree 64% 57% 48% 47% 63% 53% 33% 29% Allows Me to Be a Productive Member of Society Reasons Trust in Business Has Increased in GERMANY Produces Economic Growth Helps Me and My Family Live a Healthy Life Fails to Contribute to the Greater Good Reasons Trust in Business Has Decreased in GERMANY Provides Few/No Services Lacks Economic Growth Q For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) s, in Germany. Q For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) s, in Germany. Q Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) s, in Germany. PG 9

10 TRUST IN INNOVATION: TRANSPARENCY AND 3 RD -PARTY VALIDATION ARE ESSENTIAL ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN GERMANY Make test results available publicly for review 73% Partner with an academic institution 63% Partner with an NGO 63% Run a clinical trial or beta test 56% 57% AGREE: New developments are not tested enough Partner with government 45% Q Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? s, in Germany. Q Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) s, in Germany. PG 10

11 LEADERSHIP: EXPERT AND A PERSON LIKE YOURSELF MORE THAN TWICE AS CREDIBLE AS CEO CREDIBILITY OF SPOKESPERSONS, 2014 VS IN GERMANY More Trust Less Trust 72% 70% 60% 66% 63% 70% 61% 60% 55% 42% 34% 39% 37% 37% 32% 28% A Person Like Yourself Academic or Industry Expert NGO Representative Company Technical Expert Regular Employee Government Official or Regulator Financial or Industry Analyst CEO 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, Trust) s, in Germany. PG 11

12 MEDIA SOURCES: TRADITIONAL MEDIA LOSE TRUST TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN GERMANY 77% 67% 69% 66% Traditional Media 45% 45% 40% 36% 31% 29% 27% 24% 47% 47% 43% 37% 36% 35% 31% 30% Online Search Engine Hybrid Media Social Media Owned Media Q 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) s, in Germany. PG 12

13 CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN GERMANY TRUSTED NEUTRAL My friends and family An academic expert Companies I use A journalist 45% 54% 60% 67% DISTRUSTED Employees of a company Elected officials A well-known online personality A company ceo Brands I don't use Celebrities 34% 33% 28% 27% 24% 22% Q Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) s, in Germany. Q Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? s, in Germany. Q Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? s, in Germany. PG 13

14 On the cover, from top left: India s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks: REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines Flight MH370: REUTERS/Samsul Said; Protester calls for G20 leaders to address the Ebola issue: REUTERS/Jason PG 14

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