1. 2011 Edelman Trust Barometer
February 3, 2011
India findings

2. Edelman Trust Barometer at a glance
Eleventh annual study, 5th annual study in India since 2007
5,075 people in 23 countries of which 200 in India
Ages 25 to 64
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
APAC Select Countries: India, China, Japan, South Korea, Indonesia,
Singapore, Australia (China N=375 aged 25-64; All others N=200 aged 25-64)
2

3. The Edelman Trust Barometer in retrospect
2010 Trust is now an essential line of business
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
3

4. 2010 Year in review

6. State of Trust
Shifting center of gravity

7. Globally, trust increases in all institutions
Trust in Institutions – Global
2010 2011
100%
90%
+4 +2
80%
+5 +4
70%
61%
60% 57% 56%
54%
52%
49%
50% 47%
45%
40%
30%
20%
10%
0%
NGOs Business Government Media
A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On 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, how
much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
7

8. Informed publics in India have most trust in business and least trust in
government
Trust in Institutions
Global Asia Pacific India
100%
90%
80%
70%
70%
64%
62% 62% 61% 61% 61%
60% 58%
54%
51% 50%
50%
44%
40%
30%
20%
10%
0%
NGOs Business Government Media
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to
do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, Asia Pacific and India
8

9. Trust in business stable in India
Trust in Business (2010 – 2011)
2010 2011
100% +16 Trusters Neutral Distrusters
90%
80%
80% +2 -8
70%
70% 67% 67%
64% 63% 62% 61%
61%
58% 57% 53%
60% 54% 56% 54% 54%
50% 46% 47% 45% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia India Singapore China Australia Japan South
Korea
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On 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, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
9

10. Of all APAC countries, India least trusting of government
Trust in Government (2010 – 2011)
2010 2011
100% +14
Trusters Neutral Distrusters
88%
90%
+5 84%
80% 74% 77%
+5 -6
70% 64% 62% 62% +11
59%
60%
52% 52% 51% 50% 50%
50% 47% 46%
42% 43% 44%
40% 41%
40%
30%
20%
10%
0%
Global APAC US China Singapore Indonesia Australia Japan South India
Korea
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
10

11. Half in India trust media
Trust in Media (2010 – 2011)
2010 2011
Trusters
+11
100% +17
Neutral Distrusters
90% 86%
+7
80%
80% 75%
+4
70%
63% 63%
+12
61%
60% - 11 59% 58%
54% 53%
49% 49% 50% 48%
50% 45%
38% 36%
40%
32%
30%
30% 27%
20%
10%
0%
Global APAC US Indonesia China Singapore South India Japan Australia
Korea
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
11

12. India more trusting of business than NGOs, in contrast to most other APAC
countries where trust is equal or NGOs are more trusted
Trust in Business and NGOs
100%
Business NGOs
90%
80%
80%
70%
70% 66% 67% 65%
64%
62% 61% 62% 61% 61% 63% 62%
58%
60% 55% 54% 53% 51%
50% 46% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia India Singapore China Australia Japan South
Korea
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On
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, how much do
you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries
12

13. Trust in NGOs has risen over time
Trust in NGOs
Informed Publics ages 35-64
US UK/FR/GER India China
70%
65%
60%
59%
55%
55%
53%
52% 53%
50%
48%
45%
40%
36%
35%
31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
13

14. Trust Index 2009 – 2011: Despite relatively stable trust composite score,
other APAC countries move ahead of India in Trust Index ranking
2009 2011
China 61 Brazil 80
Brazil 58 Indonesia 74
India 58 China 73
Indonesia 58 Singapore 67
Global 49 India 56
Japan 49 Global 55
Australia 47 S. Korea 53
S. Korea 45 Australia 51
UK 42 Japan 51
Germany 42 France 50
France 41 Germany 44
US 36 US 42
Singapore N/A UK 40
Composite score is an average of a country’s trust in all four institutions
Ages 25-64 (Global excludes Singapore, UAE and Argentina)
14

15. In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
Trust in Institutions – U.S.
Informed Publics ages 25-64
Business Government Media NGOs
80%
70%
63%
63%
60% 59%
Worldwide 54%
Financial Crisis 55%
50%
45% 46%
46% 46%
43%
40% 36% 40%
38%
31%
30%
30% 27%
20%
2008 2009 2010 2011
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.
15

16. Companies headquartered in India, South Korea, and China among least
trusted, despite rise in trust
Most Trusted National Identity for Companies – Global
2010 2011
Trusted HQ Countries Distrusted HQ Countries
100%
90%
+3
80% 75% 76% 76% 75% 76% 73% 71%
73%
69% 69% 69% 69% 68%
64% 65%
70%
61% 63% +3 +4
60% +5 +5
50% 50%
50% 44%
42% 40%
39% 39%
40% 36% 34% 35%
30%
30%
20%
10%
N/A N/A
0%
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
16

17. Five of the seven emerging markets trust companies headquartered in India;
no developed markets have majority trust in companies in India
Trust in Companies Headquartered in India
+8
100%
90% 86%
+13
80% +15
+17
71%
70% 65%
+13
60% +13
+3
60% 56% - 10 + 12
-6
+17
50% 47% 46%
45% 44% 44%
42% 43%
39% 38% 38% 38%
40% 37%
34%
31% 30%
29%
30% 27%
25% 24%
20%
10%
0%
A13-29. [India TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64 in 20 countries (excludes
Singapore, UAE and Argentina)
17

18. BRIC strategy to target emerging economies producing results
Slight image improvement in West
Trust in Companies Headquartered in BRIC
+15
Brazil HQs Russia HQs India HQs China HQs
100% 100% +32 100% 100% + 21
+ 32
90% 86% 90% +12 90% +13
+15 90%
80% +17
80% 80% 80% + 15 74%
+17 +16 70%
70% 65% 70% 70% 65% 70% +33
62% 60% +20
60% 60% 60% 56% -6
60%
53%
+14 +15
50% 44% 50%
43%
50% 50% 45%
40% -6
40% 37%
40%
33% 40% -7 40%
30%
28% 27% 30%
30% 30% 30%
20% 20%
13%
20% 20% 15%
10% 10% 10% 10%
0% 0% 0% 0%
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64
18

19. Trust in pharmaceuticals, energy and biotech increased over the past year;
All industries trusted by a majority of Indian informed publics
Trust in Industries – India
+8 2010 2011
100% +14
93%
88% 87%
+9
90% 86% 85%
82% 83% 82%
79% 78% 77%
80% 75% 74% 74%
70% 71% 71% 70%
68% 66%
70%
62% 63% 63% 62%
59% 58% 62%
56%
60%
50%
40%
30%
20%
10%
N/A N/A N/A N/A
0%
*Note Wording Changes from 2010:
- Media asked as Media Companies
- Consumer Packaged Goods asked as
Consumer Packaged Goods Manufacturers
- Food and Beverage asked as Food
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in India.
19

20. Banks are second most trusted industry in India…
and second to last trusted globally
Asia
Trust in Industries Pacific
Technology 81% 87% 93% #1
Automotive 69% 77% 85%
Telecommunications 68% 78% 86% #3
Food and beverage 66% 66% 77%
Biotech 65% 67% 74%
Retail 65% 71% 74%
Entertainment 63% 67% 78%
Pharmaceuticals 63% 72% 83%
Energy 62% 68% 82%
Consumer packaged goods 59% 59% 71%
OTC personal health care products 57% 61% 62%
Brewing and spirits 57% 54% 56%
Media 54% 64% 62%
Insurance 52% 65% 70%
Banks 51% 75% 87% #2
Financial services 50% 66% 71%
Significant at 95%
confidence level
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the compared to global
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in 23 countries, APAC and India
20

21. Since financial crisis, trust in banks takes big hit in the West
Reverse is true in India, China, Japan
Trust in Banks
+12 2008 2011
100%
90%
87% +10 +21 - 46
90%
83%
80%
78% - 10
71% 69% 71%
70% +12 - 21 - 30
61%
60% 54%
52%
48%
50% 44% 44% 46% - 20
40%
40%
30% 25% 26%
23%
20% 16%
10% 6%
0%
China India Japan Brazil France Russia US Germany UK Ireland*
*Note: Data for 2009/ 2011 displayed 2010-2011 Drops: -8 -9 -22
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
21

22. As in Indonesia and China, banks strongly trusted in India
Trust in Banks
+7 2010 2011
100%
92% 90%
- 11
87%
90% 84% 83% 82% +18
80% 75%
71% 69% 71%
70% 64%
60% 53%
50%
40% 37%
33%
30%
20%
10%
0%
Indonesia China India Japan Singapore South Korea Australia
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
22

23. Business and Society
Toward shared value

24. Quality, transparency, employee treatment, honest communication and trust most
important reputation factors in India
Asia
Reputation Factors
Pacific
Offers high quality products or services 69% 72% 82% #1
Has transparent and honest business practices 65% 62% 76% #2
Is a company I can trust 65% 58% 72% #4
Treats employees well 63% 62% 73% #3
Prices its brands fairly and competitively 55% 63% 57%
Communicates frequently and honestly on the state of
its business 55% 54% 73% #3
Is a good corporate citizen 51% 53% 69%
Is an innovator of new products, services or ideas 46% 50% 65%
Has highly-regarded and widely admired top
leadership 39% 38% 68%
Delivers consistent financial returns to investors 39% 45% 67%
Significant at 95%
confidence level
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
compared to global
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in 23 countries, APAC and India
24

25. Majority in India agree with Milton Friedman’s assertion that ―the social
responsibility of business is to increase its profits‖
Milton Friedman: “The social responsibility of business is to increase its profits”
% who agree
100%
90% 84%
80%
72% 70% 70%
70% 64%
60%
60% 57% 57% 56% 55%
52% 50%
49% 48%
50% 44% 44% 43% 43%
39% 37%
40% 35%
33%
30%
30%
20%
10%
0%
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 countries
25

26. Yet, seven in ten agree that business must align with society’s interests in
creating shareholder value
Believe corporations need to create shareholder value in a way that aligns with
society’s interests, even if that means sacrificing shareholder value
100%
91% 89% 89% 89%
90% 85% 85% 85%
82% 81% 81% 80%
79% 78% 78%
80% 74% 73% 72%
71% 71%
70% 67%
63% 62%
60% 55%
50%
40%
30%
20%
10%
0%
G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries
26

27. And six out of ten believe government needs to step in to ensure business
behaves responsibly
Believe that government needs to regulate corporations’ activities
to ensure that they are behaving in a responsible manner
100%
90%
82% 82%
80% 74% 73%
70% 69%
70% 67% 66%
63% 63% 62% 61% 61%
58% 57% 56%
60%
53% 53%
50% 49%
48%
50% 44% 42%
40%
30%
20%
10%
0%
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 countries
27

28. Roadmap to Trust
A new way forward

29. Credibility of CEO as a source of information about a company rises in India
Credible Spokespeople – India
2010 2011
100% +20
90%
80% 78%
74%
70%
62% 62% 61%
60% 58% 58%
50%
50% 47% 46% 45%
43%
40% 38%
33%
31%
30%
20%
10%
N/A
0%
CEO Technical An academic A financial or Person like Regular Government NGO
expert within or expert industry yourself employee official representative
the company analyst
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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) Informed Publics ages 25-64 in India.
29

30. CEO credibility higher in India than in other APAC countries
Credible Spokespeople – CEO
APAC
100% +20 2010 2011
90%
+7 78%
+14 +13
80%
+10
70% 67% 66% +11
63%
58% 58% 58%
60%
51% 53% 53%
50% 50% 50% 50% 49%
50% 45%
40% 38%
40% 34%
31%
30%
20%
10%
0%
Global APAC US India Japan South Singapore China Indonesia Australia
Korea
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
30

31. CEO takes top spot as most credible source of information about a company
Credible Spokespeople – India
2010 2011
An academic or expert 62% CEO 78%
Technical expert within the
74%
A financial or industry analyst 58% company
An academic or expert 62%
CEO 58%
A financial or industry analyst 61%
Person like yourself 50%
Person like yourself 47%
Regular employee 46%
Regular employee 45%
Government official 38%
Government official 43%
NGO representative 31% NGO representative 33%
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that 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) Informed Publics ages 25-64 in India.
31

32. In crisis situations, people want to hear from multiple voices but the
company must lead the charge
India
Trusted spokesperson Preferred spokesperson Preferred spokesperson when the
during a company crisis during a product recall local community has been damaged
50% 50%
50%
44%
40%
40% 40%
40%
32%
31%
30% 30%
30%
20%
20% 20% 19%
20%
15%
15% 14%
12% 11% 10% 11%
10% 10% 10%
5% 6% 10%
3% 4%
0% 0%
0%
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about
that crisis. Informed Publics ages 25-64 in India.
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64
in India.
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about
that damage? Informed Publics ages 25-64 in India.
32

33. During a product recall, informed publics want to hear from a company’s
technical expert followed by the CEO
Who Informed Publics Want to Hear from During a Product Recall
US APAC India
60% 60% 60%
50% 50% 50%
44%
42%
40% 40% 40%
35%
33% 32%
30% 30% 26% 30%
20% 18% 20% 20%
13%
10% 10%
10% 7% 10% 6% 10% 6%
5% 5% 4%
2% 3%
0% 0% 0%
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about
that recall? Informed Publics ages 25-64 in U.S., APAC and India
33

34. When a company damages the local community, people want to hear from
various voices inside and outside the company
Who Informed Publics Want to Hear from When the Local Community Has Been Damaged
US APAC India
50% 47% 50% 50%
40% 40% 40%
34%
31%
30% 30% 30%
24%
22%
19%
20% 20% 20%
15% 15% 14%
13%
10% 10% 10% 11% 10%
10% 7% 10% 10%
6%
2%
0% 0% 0%
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do
you want to hear information from about that damage? Informed Publics ages 25-64 in U.S., APAC and India
34

35. Search engines, newspapers, corporate communications and magazines the
most trusted sources for company information
Trusted Information Sources – Trust a Great Deal
APAC
Television or television news 41%
40%
Traditional
Newspapers 40%
54% #2
Radio or radio news 28%
27%
Magazines or business magazines 23% 49% #4
Online search engines 25%
sources
Multiple
Online
58% #1
News/RSS feeds 18% 28%
Content-sharing sites, such as YouTube 10%
21%
Social Media
Social networking sites 10%
23%
Blogs 8%
16%
Microblogging sites, such as Twitter 7% 16%
Corporate
Corporate communications such as press releases 24% 51% #3
Corporate/product advertising 11%
23%
Significant at 95%
confidence level
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and India.
35

36. Search engines first source people go for news about a company
Online news, including traditional outlets, second stop
Where Informed Publics go for company news and information
First Source Second Source
APAC APAC
Online search engine 29% 30% Online news sources 23% 27%
Are these the same types of sources
you consult first for information
23% Print 16% about a business crisis?
Online news sources 19% (newspapers/magazines)
17%
Global
Print 12%
15% Online search engine 16% 17%
(newspapers/magazines) No,
12%
Broadcast (radio/TV) 12% 16% Broadcast (radio/TV) 14% 15%
Company website 11% 11% Company website 11% 10% Yes,
88%
Friends and family 7% 4% Friends and family 10% 7%
APAC
Social media 5% 5% Social media 7% 8% Yes: 89%
No: 10%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC
36

37. Informed publics in India go to trusted sources first for news and information
about companies
Where Informed Publics go for company news and information – India
First Source Second Source Are these the same types of sources
you consult first for information
Print about a business crisis?
Online search engine 28% (newspapers/magazines)
23%
Company website 27% Online search engine 21%
No,
10%
Print Online news sources 18%
(newspapers/magazines)
16%
Online news sources 13% Company website 17%
Yes,
90%
Broadcast (radio/TV) 8% Broadcast (radio/TV) 10%
Social media 5% Social media 6%
Friends and family 2% Friends and family 5%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
about a business crisis? Informed Publics ages 25-64 in India.
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38. Strong media brands rise to the top
Most relied on source for company information (unaided)
U.S. U.K. China India
Information Sources Information Sources Information Sources Information Sources
1. Google 31% 1. Google 47% 1. CCTV 30% 1. Google 37%
2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu 18% 2. Economic Times 20%
3. The New York Times 16% 3. The Financial Times 16% 3. Sina 11% 3. Times of India 18%
4. CNN 16% 4. The Times 13% 4. Sohu 10% 4. NDTV 18%
5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 5. The Hindu 12%
6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 6. CNN 12%
7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 7. CNBC 11%
8. The Economist 7% 8. Sky News 6% 8. Xinhua 4% 8. Business Today 10%
9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 9. BBC 7%
10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1% 10. India Today 4%
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and India
38

39. Informed publics need information from multiple sources, multiple voices
And need to hear it 3-5 times to believe it
India
Ten or more times
(10+), 5% Once (1), 4%
Twice (2), 14%
Six to Nine times (6-9),
29%
Three times (3), 15%
3-5 times
Four or Five times (4 - 49%
5), 33%
H137. 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 give me a number.
Informed publics ages 25-64 in India.
39

40. India the only country in APAC to become more skeptical of information they
hear about companies
India - 2009
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
2009 9% 17% 29% 24% 9% 6% 6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Need to hear something 3+ times to believe it: 68%
India - 2011
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
2011 4% 14% 15% 33% 29% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Need to hear something 3+ times to believe it: 82%
H137. [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 give me a number.
Informed publics ages 25-64 in India
40

41. The Benefits of Trust

42. Through personal action, trust has tangible benefits
Actions Taken Over Past 12 Months – India
Distrusted Companies
_+ Trusted Companies
68% 90%
Refused to buy products/services Chose to buy products/services
52% 81%
Criticized them to a friend/colleague Recommended them to a friend/colleague
63%
Paid more for products/services
29% 61%
Shared negative opinions online Shared positive opinions online
24% 50%
Sold shares Bought shares
F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in India.
F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in India.
42

43. Trust protects reputation
India
When a company is distrusted When a company is trusted
37% will believe
negative information
after hearing it 1-2 times
34%
will believe
positive information
will believe positive
information after 24% after hearing it 1-2 times
12% hearing it 1-2 times
will believe negative information
after hearing it 1-2 times
-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in India.
-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in India.
43

44. Conclusions
Business must align profit and purpose for social benefit
Current media landscape plus increased
skepticism requires multiple voices and channels
Demand for authority and accountability set new
expectations for corporate leadership
Trust is a protective agent and leads to tangible benefits
and sales; lack of trust is barrier to change
44

45. The Transformation of Trust
Old Trust Framework New Trust Architecture
Control Information
Protect the Brand
Stand Alone
WHAT
Focus Solely on Profit Profit With Purpose
45