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2014

2014. Edelman Trust Barometer FOOD AND BEVERAGE INDUSTRY RESULTS. Edelman's 14th Annual survey, largest global exploration of trust . INFORMED PUBLICS. ONLINE SURVEY IN 27 COUNTRIES. 500 respondents in U.S. and China & 200 in other countries Ages 25-64 College-educated

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2014

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  1. 2014 Edelman Trust Barometer FOOD AND BEVERAGE INDUSTRY RESULTS

  2. Edelman's 14th Annual survey, largest global exploration of trust INFORMED PUBLICS ONLINE SURVEY IN 27 COUNTRIES • 500 respondents in U.S. and China & 200 in other countries • 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 and public policy • 14 years of data • 33,000+ respondents • 6 years in 20+ markets • 9 years in 10+ markets GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years of data

  3. FOOD AND BEVERAGE INDUSTRY Comparison Trust in Industries Trust in FOOD AND BEVERAGE Industry Sector Trust in the FOOD AND BEVERAGE Industry Over Time Trust in the FOOD AND BEVERAGE Industry by Region Trust in the FOOD AND BEVERAGE Industry by Country Trust in the FOOD AND BEVERAGE Industry (2013 vs. 2014) Trust in the FOOD AND BEVERAGE Industry & Trust in Business Trust in the FOOD AND BEVERAGE Industry vs. Trust Companies Industry Global Bird’s Eye View Trusters and Distrusters FOOD AND BEVERAGE Industry Trusters vs. Distrusters Credible Spokespeople Trusted Sources of Information Business Trust Attributes 2014 FOOD AND BEVERAGE Industry Trust Attributes Trust Building

  4. ONE | The State of Trust

  5. trust in industries, 2013 vs. 2014 2013 2014 2013 vs. 2014 Q43-60. [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.

  6. Trust in FOOD AND BEVERAGE INDUSTRY – global Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE 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”. General Population in 27 -country global total

  7. TRUST In food & beverage sectors – FOOD AND BEVERAGE RETAILERS 50% Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE RETAILERS 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”. General Population in 27-country global total and across 27 countries

  8. TRUST In food & beverage sectors – FOOD SERVICE 50% Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD SERVICE 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”. General Population in 26 -country global total and across 27 countries

  9. TRUST In food & beverage sectors – FOOD AND BEVERAGE MANUFACTURERS 50% Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE MANUFACTURERS 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”. General Population in 26 -country global total and across 27 countries

  10. TRUST In food & beverage sectors – FAST FOOD RESTAURANTS 50% Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FAST FOOD RESTAURANTS 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”. General Population in 27-country global total and across 27 countries

  11. Trust in FOOD AND BEVERAGE industry - global Q43-60. [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 in 20-country global total

  12. Trust in FOOD AND BEVERAGE INDUSTRY – by region Q43-60. FOOD AND BEVERAGE 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 Population in 27 -country global total and across APAC, BRIC, Latin America, North America and EU region

  13. TRUST IN FOOD AND BEVERAGE INDUSTRY – 27 market overview APAC Latin America North America EMEA Q43-60. FOOD AND BEVERAGE 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 Population in 27 -country global total and across 27 countries

  14. 2013 vs. 2014 TRUST IN FOOD AND BEVERAGE INDUSTRY – 27 market overview 2013 2014 Q43-60. FOOD AND BEVERAGE 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 Population in 27 -country global total and across 27 countries

  15. Trust in FOOD AND BEVERAGE industry vs. trust in business - global 63% Trust in the FOOD AND BEVERAGE Industry 49% Trust in Business 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”.; Q43-60. [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) General Population in 27-country global total

  16. Trust in FOOD AND BEVERAGE industry vs. business in general – 27 market overview FOOD AND BEVERAGE Industry Business 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”.; Q43-60. [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) General Population in 27-country global total and across 27 countries

  17. Trust in FOOD AND BEVERAGE INDUSTRY vs. blinded companies – GLOBAL Q43-60. [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) General Population in 27-country global total

  18. TRUST IN FOOD & BEVERAGE INDUSTRY vs. distrust in FOOD & BEVERAGE industry TRUSTERS IN FOOD AND BEVERAGE INDUSTRY DISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY Q43-60. [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 and Bottom 4 Box, Distrust) General Population in 27-country global total and across 27 countries

  19. Trust in media sources – FOOD & BEVERAGE INDUSTRY Trusters VS. distrusters TRUSTERS IN FOOD AND BEVERAGE INDUSTRY DISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY Q178-182. 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) General Population in 27-country global total

  20. CREDIBLE spokespeople – FOOD & BEVERAGE industry Trusters vs. distrusters TRUSTERS IN FOOD AND BEVERAGE INDUSTRY DISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY Q130-143. [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) General Population in 26-country global total

  21. TWO | Building Trust

  22. 16 ATTRIBUTES KEY TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS 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. INTEGRITY COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE 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 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP OPERATIONS RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

  23. Engagement and integrity: PRIORITY AREAS for companies to BUILD trust Business importance vs. BUSINESS performance on 16 trust drivers - Global TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES ENGAGEMENT PRODUCTS & SERVICES INTEGRITY STATED IMPORTANCE PURPOSE OPERATIONS Now tablestakes, in 2008 Operations were much higher in importance for building trust. HIGH-PERFORMING ON LOWER PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS STATED PERFORMANCE 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) General Publics, 27-country global total.; Q114-129. 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) General Publics, 27-country global total.

  24. most trusted influencer to communicate each topic - Influencer message mapping OPERATIONS PURPOSE ENGAGEMENT INTEGRITY PRODUCTS & SERVICES TOTALS Q197-201(Global 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 Publics, 27-country global total.

  25. [INSERT HEADLINE] Trust in FOOD AND BEVERAGE, 2009 vs. 2014 2009 2014 N.A. N.A. N.A. N.A. N.A. N.A. N.A. Q43-60. [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.

  26. [INSERT HEADLINE] Not Enough Regulation of Business Not Enough Regulation for Food and Beverage 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. 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.

  27. [INSERT HEADLINE] Trust in food and beverage vs Desire for more regulation of food and beverage Trust in Food and Beverage Not Enough Regulation for Food and Beverage 67% Q43-60. [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)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. 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.

  28. Turning attributes into action: TOP RANKED POSITIVE BEHAVIORS WILL impact ENGAGEMENT CLUSTERS THE LINK BETWEEN THE TOP FIVE positive EFFECTS ON TRUST AND TRUST CLUSTERS …it will have its greatest impact in these clusters If companies exhibit these positivebehaviors... ENGAGEMENT INTEGRITY PRODUCTS & SERVICES ENGAGEMENT INTEGRITY PRODUCTS & SERVICES ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY PURPOSE Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Important in Building Trust) Informed Publics in 27-country global total.

  29. Negative behaviors are most likely to affect perceptions of having an ethical business practice THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS …it will have its greatest impact in these clusters If companies exhibit these negative behaviors... ENGAGEMENT INTEGRITY INTEGRITY INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) Informed Publics in 27 -country global total.

  30. A new trust environment Operations and CSR programs are now tablestakes. Business must focus on Engagement and Integrityto build trust. There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it. 84%believe a company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates. CEO must become Chief Engagement Officer

  31. We need to EVOLVE… From only to include Macro Micro Shared Value(s) Transactional Societal Expectations Legal Requirements How and Why What

  32. BUSINESS TO LEAD THE DEBATE FOR CHANGE Partner, listen and build relationships to inform strategy. Participate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Advocate Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed. Evaluate

  33. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; MalalaYousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/MuradSezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler

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