Edelman Stockholm presenterar de svenska siffrorna från den globala förtroendeundersökningen Edelman Trust Barometer 2012 på Nationalmuseum den 26 januari.

1. VILL DU KOMMENTERA, DISKUTERA, KRITISERA ELLER BRILJERA?
#Trust2012SE
@lindawaxin @miknes
@mentoredlund @pergrankvist
@edelmansthlm @axelanden
1 © Edelman, 2012. All rights reserved.

2. 2 © Edelman, 2012. All rights reserved.

3. VARFÖR TRUST?
3 © Edelman, 2012. All rights reserved.

4. VAD ÄR TRUST?
REPUTATION
… is an aggregate TRUST
”analysis” of past … is an expectation
behavior of future behavior
based on past
performance
4 © Edelman, 2012. All rights reserved.

5. 2012 EDELMAN TRUST BAROMETER METOD Indikerar global data
Indikerar svensk data
Tolfte årliga studien – genomfördes i slutet av
2011
Webbenkät i 25 länder
Över 30 000 respondenter
1 000 general population-respondenter i Sverige
I åldrarna 18 och uppåt
Oversample informed publics
200 respondenter i Sverige
Åldersgrupp 25-64
Höginkomsttagare (topp 25%)
Högskole-/universitetsexamen
Uppger att de konsumerar nyhetsmedia flera gånger i veckan och
följer debatten löpande
* This year Informed Publics were surveyed via online methodology instead of telephone
5 © Edelman, 2012. All rights reserved.

6. EN TID AV SKEPSIS
SVERIGE TILLHÖR NUMER GRUPPEN “DISTRUSTERS”
2011 2012
GLOBAL 55 GLOBAL 51
Brasilien 80 > Kina 76
UAE 78 UAE 68
Indonesien 74 Singapore 67
Kina 73 Indien 65 TRUSTERS
Holland 73 Indonesien 63
Mexiko 69 Mexiko 63
Singapore 67 Holland 61
Argentina 62 Kanada 58
Indien 56 Italien 56
Italien 56 Argentina 54 NEUTRAL
Kanada 55 Australien 53
Sydkorea 53 Brasilien 51
Sverige 52 Sverige 49
Japan 51 USA 49
Australien 51 Sydkorea 44
Spanien 51 Polen 44
Frankrike 50 Storbritannien 41
Polen 49 Irland 41 DISTRUSTERS
Tyskland 44 Frankrike 40
USA 42 Tyskland 39
Storbritannien 40 Spanien 37
Ryssland 40 Japan 34
Irland 39 Ryssland 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and
across 23 countries
6 © Edelman, 2012. All rights reserved.

7. 7 © Edelman, 2012. All rights reserved.

8. “I think Publics are asking for three things -
business competence (making money);
social imperatives (treating employees well;
being a force for good); and engagement
behaviors (transparency; frequent
communications).”
Robert Phillips,
CEO Edelman EMEA
8 © Edelman, 2012. All rights reserved.

9. 2012 TRUST BAROMETER
EDELMAN
SVERIGE
9 © Edelman, 2012. All rights reserved.

10. NGO:er
INTRESSEORGANISATIONER

11. NGO:er ÖVER TIDEN UR ETT GLOBALT PERSPEKTIV
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)
11 © Edelman, 2012. All rights reserved.

12. FÖRTROENDERAS FÖR SVENSKA NGO:er
12 © Edelman, 2012. All rights reserved.

13. NGO:er I EUROPA - BARA RYSSLAND HAR LÄGRE FÖRTROENDE
2011
74%
72%
2012 70%
Sverige 60% 61% 60%
59%
-12 % 56% 55%
58% 58%
55% 54%
53% 53% 53%
48% 51% 51%
42% 41%
28%
Q11-14. [Non-governmental organizations (NGOs) 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
13 © Edelman, 2012. All rights reserved.

14. OFFENTLIG
SEKTOR
14 © Edelman, 2012. All rights reserved.

15. FÖRTROENDE FÖR DEN OFFENTLIGA SEKTORN
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)
15 © Edelman, 2012. All rights reserved.

16. FÖRTROENDERAS FÖR OFFENTLIGA SEKTORN I EUROPA,
SVERIGE STADIGT
2011
75%
2012
64%
62%
61%
52%
49%
45%
43% 43% 42% 43%
38%
39%
35%
33% 33%
31%
31%
28%
26%
20% 20%
Global
Globalt Ireland
Irland Germany
Tyskland Sverige
Sweden U.K.
Storbritannien Russia
Ryssland Poland
Polen Italy
Italien Netherlands
Holland France
Frankrike Spain
Spanien
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
16 © Edelman, 2012. All rights reserved.

17. HUR MÅNGA LITAR INTE PÅ ATT LEDARE SÄGER SANNINGEN OAVSETT HUR
KOMPLICERAD ELLER ILLA OMTYCKT DEN ÄR?
Företagsledare
Ledare inom
regeringen
73%
69% 69%
66% 66% 65%
51% 50% 51%
48%
46% 47% 46%
44% 42%
40%
36% 34% 34%
27%
26%
23%
Globalt Italien Spanien Irland Storbritannien Frankrike Tyskland Ryssland Polen Holland Sverige
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. REGLERING AV FÖRETAG I SVERIGE IDAG
13 % 36 För mycket Inte tillräckligt
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed
Publics ages 25-64 in 25 country global total and across 25 countries
18 © Edelman, 2012. All rights reserved.

19. FÖRETAG OCH
TALESPERSONER
19 © Edelman, 2012. All rights reserved.

20. FÖRTROENDET FÖR FÖRETAG I SVERIGE OCH GLOBALT
20 © Edelman, 2012. All rights reserved.

21. FÖRETAGEN IDAG - OCH VÄGEN FRAMÅT: VAD DRIVER FÖRTROENDE?
CURRENT TRUST BUILDING FUTURE TRUST
45% TRUST BUSINESS 1) High quality products or services
1) Listens to customer needs and feedback 2) Treats employees well
2) Innovator of new products 3) Listens to customer needs and feedback
4) Takes actions to address issue or crisis
3) Delivers consistent financial returns
5) Has ethical business practices
6) Places customers ahead of profits
7) Works to protect/improve environment
8) Has transparent and open business
9) Communicates frequently and honestly
9) Addresses society's needs
9) Positively impacts the local community
12) Highly regarded, top leadership
13) Innovator of new products
Societal 13) Partners with third parties
Operational 15) Delivers consistent financial returns
16) Ranks on a global list
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 Sweden; 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 Sweden (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
21 © Edelman, 2012. All rights reserved.

22. ÅRETS FÖRTROENDEVINNARE OCH FÖRLORARE BLAND
SVERIGES BRANSCHER
2011 2012
+ 12
-9
- 18
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 Sweden
22 © Edelman, 2012. All rights reserved.

23. 29 % 31
Energibranschen Energibranschen
i Japan i Sverige
23 © Edelman, 2012. All rights reserved.

24. FÖRTROENDEGAPET VDn VS. MEDARBETAREN
TROVÄRDIGA TALESPERSONER I FÖRETAGEN
2011 2012
+ 26
+ 24
-9
- 13
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 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 Sweden
24 © Edelman, 2012. All rights reserved.

25. FÖRTROENDE: FÖRETAGEN NÄRMAR SIG TÄTEN
TRUST IN INSTITUTIONS - SWEDEN
2011
Informed Public
2012
Informed Public
2012
General Public
Government Business
Media
NGOs
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 AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)
25 © Edelman, 2012. All rights reserved.

26. LÄKEMEDEL
26 © Edelman, 2012. All rights reserved.

27. LÄKEMEDEL STABILA ÖVER ÅREN
TRUST IN INDUSTRIES – SWEDEN
2011 2012
+/- 0
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 Sweden
27 © Edelman, 2012. All rights reserved.

28. HÖGT FÖRTROENDE HOS HELA BEFOLKNINGEN FÖR
LÄKEMEDELSBRANSCHEN
Sverige Globalt
28 © Edelman, 2012. All rights reserved.

29. … MEN ALLA LÄNDER ÄR INTE LIKA STABILA
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 Sweden
29 © Edelman, 2012. All rights reserved.

30. HÖGST FÖRTROENDE FÖR AKADEMIKER OCH EXPERTER
SOM TALESPERSONER
70 % 70 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)
30 © Edelman, 2012. All rights reserved.

31. FINANS
31 © Edelman, 2012. All rights reserved.

32. FORTSATT LÅGT FÖRTROENDE FÖR FINANSBRANSCHEN
2011 2012
-4
-2
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 Sweden
32 © Edelman, 2012. All rights reserved.

33. LÄGRE FÖRTROENDE FÖR FINANSIELLA TJÄNSTER I SVERIGE
2011
-3 %
2012
-2 %
Q16-26. [Banks 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 35-64 in Ireland, The Netherlands, Poland, Spain,
Sweden and the UAE
33 © Edelman, 2012. All rights reserved.

34. BANKER I USA & STORBRITANNIEN VISAR PÅ STORA ÅTERHÄMTNINGAR
Förtroende för banker
Q16-26. [Banks 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 35-64 in Ireland, The Netherlands, Poland, Spain,
Sweden and the UAE
34 © Edelman, 2012. All rights reserved.

35. FÖRTROENDET SJUNKER FÖR FINANSANALYTIKER SOM TALESPERSONER
48 % 35 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)
35 © Edelman, 2012. All rights reserved.

36. PER
GRANKVIST
36 © Edelman, 2012. All rights reserved.

37. MEDIA
37 © Edelman, 2012. All rights reserved.

38. MEDIEBRANSCHEN NÅGOT ÖKAT FÖRTROENDE
2011 2012
+8
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 Sweden
38 © Edelman, 2012. All rights reserved.

39. STABILT FÖRTROENDE FÖR MEDIA I ROLLEN SOM
TREDJE STATSMAKT
2011
Informed Public
2012
Informed Public
2012
General Public
Offentliga Företag
Sektorn
Media
NGO:er
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 AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)
39 © Edelman, 2012. All rights reserved.

40. … MEN FORTFARANDE LÅNGT KVAR FÖR ATT NÅ DET GLOBALA SNITTET
40 © Edelman, 2012. All rights reserved.

41. TRADITIONELLA MEDIER STORVINNARE I ROLLEN SOM
INFORMATIONSKÄLLA OM FÖRETAG
2011
Informed Public
2012
Informed Public
+ 21
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
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 Sweden
41 © Edelman, 2012. All rights reserved.

42. TOPPLISTAN:
INFORMATIONSKÄLLORNA MED HÖGST FÖRTROENDE
Förtroende 2012 (förtroende 2011)
Radio / radionyheter 60 % (33 %) +27
TV / TV-nyheter 56 % (28 %) +28
Dagstidningar & tidskrifter 42 % (28 %) +14
Företagskommunikation 25 % (19 %) +6
Nyheter/RSS-flöden 24 % (17 %) +7
Sökmotorer 22 % (22 %) +-0
Sociala nätverk ex Facebook 8 % (5 %) +3
Videosidor ex YouTube 7 % (8 %) -1
Företags- och produktreklam 6 % (5 %) +1
Bloggar 4 % (9 %) -5
Mikrobloggar ex Twitter 4 % (7 %) -3
42 © Edelman, 2012. All rights reserved.

43. VÄLUTINFORMERADE BETYDLIGT HÖGRE FÖRTROENDE FÖR
MEDIER
2011
2012 Sverige
43 © Edelman, 2012. All rights reserved.

44. EN TID AV SKEPTISISM SKAPAR BEHOV AV REPETITION
Tre till fem gånger
63%
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 Sweden
44 © Edelman, 2012. All rights reserved.

45. BUDSKAP BEHÖVER HÖRAS…
6 % 76
En gång Tre gånger
eller fler
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed
Publics ages 25-64 in 25 country global total and across 25 countries
45 © Edelman, 2012. All rights reserved.

46. 46 © Edelman, 2012. All rights reserved.