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Edelman trust barometer 2012
1.
2012 EDELMAN TRUST BAROMETER REZULTĀTI TULKOTS
LATVIEŠU VALODĀ:
2.
2012 Edelman Trust
Barometer METODOLOĢIJAS PĀRSKATS GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 12. IKGADĒJAIS PĒTĪJUMS Tiešsaistes pētījums 25 valstīs 30,000+ respondenti 1,000 respondentu katrā valstī Vecums:18+ Informētas publikas papildizlase * 500 respondenti Ķīnā un ASV & 200 citās valstīs Vecums: 25-64 (pamatdati no izlases: 35-64) Augstākā izglītība Top 25% ienākumu līmenis Bieži patērē medijus un iesaistās sociālajās/politiskajās norisēs 2 © Edelman, 2012. All rights reserved.
3.
Edelman Trust Barometer
atskats 2011 Autoritāšu kāpums 2010 Uzticēšanās - neatņemama biznesa sastāvdaļa 2009 Lai atgūtu uzticēšan0s, biznesam jāsadarbojas ar valsts sektoru 2008 Jaunajiem viedokļu līderiem biznesā - vislielāka uzticēšanās 2007 Biznesam tic vairāk nekā valdībām vai medijiem 2006 «Vienkāršais cilvēks» kļūst par uzticamu informācijas avotu 2005 Uzticēšanās pārnese no autoritātēm uz «līdzbiedriem» 2004 ASV uzņēmumi Eiropā izjūt uzticēšanās trūkumu 2003 Iegūtā mediju uzmanība iegūst lielāku uzticēšanos nekā reklāma 2002 Uzņēmumu vadītāju «slavenību» noriets 2001 NVO sektora augošā ietekme 3 © Edelman, 2012. All rights reserved.
4.
UZTICĒŠANĀS 4
© Edelman, 2012. All rights reserved.
5.
Neuzticēšanās aug; turpat
pusē no valstīm «valda» skeptiķi Mazāk valstu neitrālajā zonā 2011 2012 GLOBĀLI 55 GLOBĀLI 51 Brazīlija 80 > Ķīna 76 AAE 78 AAE 68 Indonēzija 74 Singapūra 67 Ķīna 73 TICĒTĀJI Indija 65 Nīderlande 73 Indonēzija 63 Meksika 69 Meksika 63 Singapūra 67 Nīderlande 61 Argentīna 62 Kanāda 58 Indija 56 Itālija 56 Itālija 56 Argentīna 54 NEITRĀLIE Kanāda 55 Austrālija 53 Dienvidkoreja 53 < Brazīlija 51 Zviedrija 52 Zviedrija 49 Japāna 51 > ASV 49 Austrālija 51 Dienvidkoreja 44 Spānija 51 > Polija 44 Francija 50 Lielbritānija 41 Polija 49 Īrija 41 NETICĪGIE Vācija 44 Francija 40 ASV 42 Vācija 39 Lielbritānija 40 < Spānija 37 Krievija 40 < Japāna 34 Īrija 39 Krievija 32 Skaidrs ir vidējais uzticēšanās līmenis valstī visām četrām «varām». Informētā publika vecumā no 25-64 20 valstīs veido globālo rezultātu. 5 © Edelman, 2012. All rights reserved.
6.
Uzticēšanās trauslums: Japānas
piemērs 2011 2012 informētā publika Informētā publika UZTICĒŠANĀS INSTITŪCIJĀM – VECUMS: 25-64 UZTICĒŠANĀS INDUSTRIJĀM Bizness Mediji NVO Valdība 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 UZTICĒŠANĀS RUNAS PERSONĀM -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 UZTICĒŠANĀS INFORMĀCIJAS AVOTIEM -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Laikraksti TV Radio Žurnāli Tehniskie Zinātnieki Uzņēmum Vienkārša NVO Ierindas Finanšu Valdības eksperti /pētnieki u vadītāji is cilvēks pārstāvji darbiniek analītiķis pārstāvji s Q11-14. [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 4 Box, Trust); Q16-26. [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); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan 6 © Edelman, 2012. All rights reserved.
7.
Uzticēšanās sarūk trīs
«pamatvarām», aug tikai medijiem UZTICĒŠANĀS INSTITŪCIJĀM 2011 Informētā publika 56% 2012 52% 53% Informētā publika 47% 2012 43% Iedzīvotāji kopumā 38% Valsts sektors Bizness 61% 58% 49% 52% 50% 46% Mediji NVO Q11-14. [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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total 7 © Edelman, 2012. All rights reserved.
8.
Rekordliels kritums valdībām
– NVO un bizness nokritis līdz 2009. gada līmenim UZTICĒŠANĀS INSTITŪCIJĀM – 18-VALSTĪS KOPUMĀ NVO Mediji Bizness Valdība 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% 44% 46% BIZNESS 44% 45% 40% 43% 40% 38% VALDĪBA 30% 20% 2007 2008 2009 2010 2011 2012 Q11-14. [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 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE) 8 © Edelman, 2012. All rights reserved.
9.
Vairākos «nobriedušajos tirgos»
divciparu skaitļa kritums uzticēšanās līmenim biznesā UZTICĒŠANĀS BIZNESAM 2011 Informētā publika 2012 Informētā publika Uzticēšanās Uzticēšanās stabila Uzticēšanās 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 50% 54% 54% 53% 53% 53% 52% 52% 50% 50% 48% 46% 46% 47% 46% 46% 44% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 9 © Edelman, 2012. All rights reserved.
10.
Tehnoloģiju industrija saglabā
līderpozīcijas, finanšu sektoram joprojām viszemākā uzticēšanās UZTICĒŠANĀS INDUSTRIJĀM - GLOBĀLI 2011 2012 Tehnoloģijas 80% Tehnoloģijas 79% Telekomunikācijas 67% Auto 66% 2009: Auto Ēdieni un dzērieni 67% 64% 58% Ēdieni un dzērieni 64% Plaša patēriņa preces 62% Farmācija 61% Telekomunikācijas 60% Enerģija 60% Alkoholiskie dzērieni 59% Plaša patēriņa preces 57% Farmācija 56% Alkoholiskie dzērieni 57% Enerģija 53% Mediji 52% Mediji 51% Bankas 50% Bankas 47% Finanšu pakalpojumi Finanšu pakalpojumi 48% 45% 2008 Uzticēšanās bankām: 56% 2012 uzticēšanās bankām: 40% -16 Q16-26. [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 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) & Informed Publics ages 35-64 in 18 country global total 10 © Edelman, 2012. All rights reserved.
11.
Lielākajā daļā valstu
neuzticas valdībām UZTICĒŠANĀS VALDĪBĀM 2011 Informētā publika 2012 Informētā publika Uzticēšanās Uzticēšanās stabila Uzticēšanās 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 50% 49% 44% 47% 43% 43% 43% 42% 42% 45% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 11 © Edelman, 2012. All rights reserved.
12.
Skepse pieprasa atkārtošanu
LIELĀKAJAI DAĻAI NEPIECIEŠAMS INFORMĀCIJU SAŅEMT 3-5 REIZES, LAI NOTICĒTU 13% 5% VIENREIZ (1) 10 VAI VAIRĀK REIZES(10+) 14% DIVREIZ (2) 6% 6-9 REIZES (6-9) 35% 3 REIZES (3) 28% 4-5 REIZES (4-5) 63% TRĪS - PIECAS REIZES Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in 25 country global total 12 © Edelman, 2012. All rights reserved.
13.
Mediju dažādība
UZTICĒŠANĀS INFORMĀCIJAS AVOTIEM 2011 Informed Public 2012 Informed Public + 10% 29% 32% + 18% 22% 26% + 75 % + 23% 14% 16% 13% 8% TRADICIONĀLIE INTERNETS SOCIĀLIE MEDIJI KORPORATĪVĀ INFO Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) 13 © Edelman, 2012. All rights reserved.
14.
Bizness
Valdība Mijiedarbība 14 © Edelman, 2012. All rights reserved.
15.
Kopš 2008. gada
uzticēšanās valdībām un biznesam = paralēlas izmaiņas UZTICĒŠANĀS BIZNESAM UN VALDĪBAI Bizness Valdība ASV 80% 58% 60% 53% 51% 51% 48% 49% 44% 48% 48% 45% 45% 38% 40% 48% 44% 44% 43% 36% 39% 39% 37% 38% 38% 30% 27% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Lielbritānija, Francija, Vācija 80% 60% 46% 41% 40% 36% 35% 36% 38% 37% 39% 40% 34% 36% 43% 36% 38% 31% 32% 31% 32% 30% 31% 27% 20% 26% 25% 22% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government in general 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 4 Box, Trust) Informed Publics ages 35-64 in the U.S. and UK/France/Germany 15 © Edelman, 2012. All rights reserved.
16.
Uzņēmumu vadītāju un
valsts varas pārstāvju ticamība sarūk. Ievērojams kāpums «vienkāršajam cilvēkam» un «ierindas darbiniekam» UZTICAMĀS RUNASPERSONAS 2011 2012 Zinātnieks/pētnieks 70% Zinātnieks/pētnieks 68% Lielākais kāpums kopš 2004 Tehniskais eksperts 64% Tehniskais eksperts 66% Finanšu analītiķis 53% Vienkāršais cilvēks 65% + 22 Uzņēmuma vadītājs Uzņēmuma vadītājs 50% Ierindas darbinieks 50% + 16 NVO pārstāvis 47% NVO pārstāvis 50% Vienkāršais cilvēks 43% Finanšu analītiķis 46% Valsts varas pārstāvis Valsts varas pārstāvis 43% Uzņēmuma vadītājs Uzņēmuma vadītājs 38% - 12 Ierindas darbinieks 34% Valsts varas pārstāvis Valsts varas pārstāvis 29% - 14 Lielākais kritums Barometra Q119-126. [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 vēsturē information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) 16 © Edelman, 2012. All rights reserved.
17.
Valdības vadītājiem tic
mazāk nekā uzņēmumu vadītājiem, ka tie saka taisnību Uzņēmumu vadītāji Valdību vadītāji % KAS NEUZTICAS VISPĀR 73% 69% 69% 66% 66% 65% 60% 50% 51% 53% 50% 51% 50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 17 © Edelman, 2012. All rights reserved.
18.
Bizness neizpilda sabiedrības
gaidīto Biznesā svarīgi uzklausa patērētāju vajadzības 67% Uzņēmuma sniegums 36% -31 piedāvā labas kvalitātes produktus 67% 48% -19 labi izturas pret darbiniekiem 64% 27% -37 klienti svarīgāki par peļņu 62% 26% -36 atbildīgi rīkojas krīzes situācijās 62% 28% -34 īsteno ētisku biznesu 61% 32% -29 īsteno atklātu un caurredzamu biznesa praksi 60% 27% -33 atklāti komunicē par savu biznesa situāciju 57% 26% -31 strādā, lai aizsargātu vidi 55% 29% -26 risina sabiedrības problēmas ikdienas darbībā 50% 30% -20 izstrādā programmas, kas pozitīvi ietekmē apkārtējo sabiedrību 49% 26% -23 rada inovatīvus produktus, idejas 46% 41% -5 Profesionāli, augsti cienīta uzņēmuma vadība 29% -12 41% Izpilda Sniedz regulāru un labu finanšu atdevi investoriem 39% sabiedrības 23% -16 38% gaidīto Ierindojas labāko uzņēmumu vidū (reputācijas topi, uc.) 31% -7 Sadarbojas ar nvo sektoru, lai risinātu sabiedrībā svarīgas problēmas 36% 19% -17 Q52-69. 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) General Population in 25 country global total (excludes ‘Don’t Know’ responses); Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total 18 © Edelman, 2012. All rights reserved.
19.
Valdības neizpilda sabiedrības
gaidīto Valdības svarīgums Valdības sniegums 67% ieklausās iedzīvotājos 17% -50 66% īsteno atklātu un caurredzamu darbību 16% -50 65% sekmīgi pārvalda valsts finanses 19% -46 65% komunicē atklāti un regulāri 16% -49 56% dara visu nepieciešamo vides aizsardzībai 18% -38 54% īsteno veiksmīgas mācību programmas bezdarba mazināšanai 18% -36 52% rada pozitīvu ietekmi uz vietējo sabiedrību 16% -36 sadarbojas ar NVO sektoru un trešajām pusēm, lai atrisinātu 41% problēmas 14% -27 Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box, Very/Extremely Important) General Population in 25 country global total; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box, Performing Very/Extremely Well) General Population in 25 country global total 19 © Edelman, 2012. All rights reserved.
20.
Pieprasa lielāku aizsardzību
un atbildīgāku rīcību UZSKATA, KA VALDĪBAI BŪTU JĀIESAISTĀS BIZNESĀ SEKOJOŠI: 31% Aizsargāt patērētājus no bezatbildīgas biznesa prakses Bizness to var uzņemties pats 25% Regulēt uzņēmējdarbību, lai nodrošinātu atbildīgu uzņēmumu darbību 19% Radīt atbilstošu infrastruktūru biznesa sekmīgai darbībai 16% Nodrošināt brīva tirgus un godīgas konkurences apstākļus visās industrijās 4% Aizdot naudu uzņēmumiem krīzes situācijās 4% Valdībām būtu jāiesaistās uzņēmumu darbībā Bezatbildīgas rīcības iemesli: • Vāja vadība(29%) • Neētiska biznesa prakse (28%) • Ietaupījumi, kas ir iemesls sliktai kvalitātei (21%) Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total; Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed Publics ages 25-64 in 25-country global total 20 © Edelman, 2012. All rights reserved.
21.
Kā turpmāk? 21
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22.
BIZNESS
VAR NOPELNĪT «LICENCI» 2008-2009 VADĪŠANAI Zema uzticēšanās vadītājiem Biznesam ir nepieciešamā pielāgošanās un ātrums UZTICĒŠANĀS DINAMIKA Prasība pēc lielākas BIZNESS & uzraudzības Biznesa līderiem tic VALDĪBA sagaida aizsardzību no bezatbildīgas vairāk nekā valdību uzvedības vadītājiem Biznesa priekšrocības 24 no 25 tirgiem 2011 Valdību atbilde Sašķobījusies uzticība valdībai Politikas procesa paralīze 22 © Edelman, 2012. All rights reserved.
23.
Bizness: no atļaujas
strādāt uz atļauju vadīt PAŠREIZĒJĀ UZTICĒŠANĀS VEIDOJOT NĀKOTNES UZTICĒŠANOS FAKTORI, KAS IETEKMĒ PAŠREIZĒJO UZTICĒŠANOS Vissvarīgākie faktori, kas veido uzticēšanos 47% UZTICĀS BIZNESAM 1 Ieklausās klientā 1 LABI FINANŠU REZULTĀTI SABIEDRĪBAS KRITĒRIJI 1 Augstas kvalitātes produkti/pakalpojumi SVARĪGĀKI NĀKOTNES 2 JAUNU IDEJU/PRODUKTU RADĪTĀJS UZTICĒŠANĀS 3 Labi izturās pret darbiniekiem VEIDOŠANĀ 3 AUGSTI NOVĒRTĒTA LĪDERĪBA 4 Klienti svarīgāki par peļņu 4 IERINDOJAS STARP ATZĪTĀKAJIEM 4 Rīkojas atbildīgi krīzes situācijās 6 piemīt ētiska biznesa prakse 5 SADARBOJAS AR TREŠAJĀM PUSĒM 7 īsteno atbildīgu un caurredzamu darbību PAŠREIZĒJO UZTICĒŠANOS 8 komunicē bieži un atklāti IETEKMĒ DARBĪBAS KRITĒRIJI 9 dara visu, lai aizsargātu vidi 10 risina sabiedrības problēmas 11 Pozitīvi ietekmē vietējo sabiedrību 12 Jaunu ideju/produktu radītājs 13 Augsti novērtēta līderība 14 Labi finanšu rezultāti Sabiedrības 15 Ierindojas starp atzītākajiem uzņēmumiem Darbības 16 Sadarbojas ar trešajām pusēm Q11-14. [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 4 Box, Trust) General Population in 25 country global total; Q52-69. 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) General Population in 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total 23 © Edelman, 2012. All rights reserved.
24.
Iegūtās tiesības VADĪT
Uz principiem balstīta vadība, nevis uz likumiem balstīta darbība Atzīt, ka šā brīža darbība neveido nākotnes uzticēšanos. To rada iesaistīšanās sabiedrības problēmu risināšanā Praktizēt radikālu atklātību: vispirms komunicēt ar darbiniekiem Veidot sabiedrisko domu par biznesam svarīgiem jautājumiem 24 © Edelman, 2012. All rights reserved.
25.
25
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