2016 Edelman Trust Barometer - Canadian Results

Canada Report
2016 Edelman
Trust Barometer

Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
8
‣ Survey in field Oct. 19-Nov. 12, 2015
(post-federal election)
‣ 1,150 General Population interviews
‣ 200 Informed Public interviews
Canadian Data

49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
General
Population
Mass
Population
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public
60 Global For the mass
population, the
global index falls into
distruster territory
10
Trusters
Neutrals
Distrusters
10
4

57
51 52
47
61
56 55 53
67
47 47 49
67
60 61
65
Trust Rising
Source: 2016 Edelman Trust Barometer Q11-14. 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) Informed Public
and General Population, Canada.
Per cent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
0 +13 +14 +16
2015 2016
+4 +5 +3 +6
11

66
73
67 67 67
56
60
63
57
61
56
58
51
49
65
46 46
42
47
53
2012 2013 2014 2015 2016
56 58
62
47
60
51 51
55
51
56
2012 2013 2014 2015 2016
and General Population, Canada.
Per cent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
54
61
58
47
61
50
53
57
52
55
NGOs
Government
Media
Business
Trust Rebounds
Informed
Public
General
Population
12

A Significant Divide
and Mass Population, Canada.
14
Per cent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
8pt
Gap
8pt
Gap
58
62
60
53
63
50
51
53
51
55
2012 2013 2014 2015 2016

50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. 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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
15
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents

50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 34 34
36 36 37
39
45 46 47 49 49 49
57
64 64 65
69 70
74
81 83
Global
GDP5
Japan
France
Germany
U.K.
Australia
Italy
S.Korea
Netherlands
Sweden
Poland
HongKong
Canada
Russia
U.S.
Singapore
Turkey
Ireland
S.Africa
Spain
Malaysia
Mexico
Argentina
Brazil
China
UAE
Indonesia
Colombia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing
in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 16
Per cent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18

62
55 56 57 58
71
65
68
61
66
45
41
45 45
50
40
34
38 38 3939
28
32
37
31
2012 2013 2014 2015 2016
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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 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) General Population and Millennials, Canada, question asked of half the sample.
Trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.
**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Millennials
even more trusting
of digital media than
general population
Industry Millennials Gap
Traditional Media 64% 2
Search Engines* 64% 6
Online-only Media** 56% 6
Owned media 45% 6
Social media 40% 9
General
Population
18

63
62
57
34
18
16
Search
TV
Social
Newspapers
Magazines
Blogs
Media Consumption
Source: 2016 Edelman Trust Barometer Q278-597 How often do you read, view, click on or engage with the following types of content, media or information
sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn,
Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284),
articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Canada, question asked of half the sample.
Per cent who use each media source several times a week or more
General
Population
2 of top 3 most-used
sources of news and
information are peer-
influenced media
19

70
64
54
46
51
34 34 32
23
20
80
66 65
57
52
43
38
35
25
22
My friends
and family
An academic
expert
Companies
that I use
Employees of
a company
A journalist A company
CEO
A well-known
online
personality
Elected
officials
Companies
[brands] I
don’t use
Celebrities
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) General Population, Canada, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 20
Per cent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
General
Population

The Inversion of Influence
87%
of Population
55
Trust Index
13%
of Population
63
Trust Index
Informed
Public
Mass
Population
and Mass Population, Canada.
21
Authority
& Influence
Influence
Authority

66 66 66
64
62 62
60 59
56
54
47
45
42
33
31 30 29
Canada
Sweden
Switzerland
Germany
Australia
U.K.
Japan
Netherlands
U.S.
France
Italy
Spain
SouthKorea
China
Brazil
India
Mexico
Canadian Companies Among the Most Trusted Globally
Source: 2016 Edelman Trust Barometer Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how
much you trust global companies headquartered in the following countries to do what is right. 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.” (Top 4 Box, Trust) General Population, 25-country global total.
23
Trust in companies headquartered in each country, and percentage
point change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3
4 Year
Trend
General
Population

Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Most Sectors Have Rebounded Globally
Source: 2016 Edelman Trust Barometer Q45-429. 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”. (Top 4 Box, Trust) General Population, 25-country global total. *From 2012-2014, Pharma included as
subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
24

Sector Trends:
Trust in All Sectors in Canada Decline
Source: 2016 Edelman Trust Barometer Q45-429. 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, Canada.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 77% 71% 74% 73% 72% 5
Food & Beverage 71% 66% 69% 66% 66% 5
Consumer packaged goods 64% 60% 65% 62% 62% 2
Telecommunications 58% 58% 58% 55% 58% 0
Financial Service 56% 53% 57% 55% 56% 0
Automotive 61% 62% 65% 58% 55% 6
Energy 54% 55% 54% 53% 52% 2
Pharmaceutical 54% 47% 50% 46% 48% 6
General
Population
25

67
60 61
6562
72
65
46
61
56 55 53
60
65 63
45
NGOs Business Media Government
Business Most Trusted to Keep Pace
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) Q441-444 Below
is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means
that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed
Public and General Population, Canada. 26
Per cent trust, and per cent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust Trusted to
keep pace

Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General
Population, Canada, question asked of half the sample.
84% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 79% in 2015
General
Population
27

Purpose Impacts Trust
Per cent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Canada.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces economic
growth
Contributes to the
greater good
Provides a range of
public services
+
Has good leadership
Fails to contribute to the
greater good
Does not help me and my
family live a healthy life
Provides few/no public
services
61%
42%
38%
61%
46%
45%
General
Population
28

Businesses Expected to Address Social Issues
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, Canada,
question asked of one quarter the sample.
General
Population
84%
• Protecting and Improving the Environment
84%
• Supporting Human and Civil Rights
82%
• Addressing Income Inequality
82%
• Improving Access To Food, Potable Water and Housing
82%
• Improving Access to Education and Training
81%
• Reducing Poverty
81%
• Improving Access to Healthcare
80%
• Creating and Maintaining a Modern Infrastructure
78%
• Addressing Gender Inequality
77%
• Addressing Climate Change/Global Warming
69%
• Maintaining Geo-Political Stability
66%
• Developing Better Solutions for Immigrants, Refugees and
Migrant Workers

64
59
52
49 50
47
29
34
32
65
63
56
54 53
41
37
34
32
Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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 and Informed Public, Canada, question asked of half the sample.
Per cent who rate each spokesperson as extremely/very credible
2015 2016
+8
CEO credibility
increased the most
General
Population
31
NGO
representative
A person
like yourself
Academic
Expert
Financial
Industry
Analyst
Technical
Expert
CEO Board of
Directors
Government
official/
regulator
Employee
Informed Public 60% 64% 57% 65% 50% 54% 50% 45% 41% 48% 50% 39% 28% 35% 34% 41% 29% 32%

What the Public Believes About CEOs
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree) General Population and
Informed Public, Canada.
32
Per cent who agree with each statement about CEOs
CEOs are too focused on short-term results73%
CEOs are fairly paid relative to the workforce
CEOs can relate to people like me
29%
28%
General
Population
Need to make sure company delivers high-quality products/services85%

CEOs Need to Be Visible
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Canada,
question asked of half the sample.
33
Per cent who agree that CEOs should be personally visible in discussing…
General
Population
Talking about the company’s purpose and vision79%
Discussing the work their company has done to benefit society
Defining the culture of their company
76%
75%
A crisis involving their company80%

81%
60% 60% 57% 57%
53% 53%
45%
40%
Personal values Obstacles they
have overcome
Personal success
story
How education
shaped them
Philanthropic
activities
Lifestyle choices How they spend
money
Their families Hobbies/interests
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please
use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Canada,
question asked of half the sample.
Per cent who agree that each type of information is important in building trust in a CEO
General
Population
34

Integrity 55 18 37
Exhibits highly ethical behaviors 56 15 41
Takes responsible actions to address an issue or crisis 56 24 32
Behaves in a way that is transparent and open 52 16 36
Engagement 52 17 35
Treats employees well 57 18 39
Listens to customer needs and feedback 53 18 35
Places customer ahead of profits 52 15 37
Communicates frequently and honestly on the state of their company 47 16 31
Products 38 24 14
Places a premium on offering high quality products or services 42 23 19
Is focused on driving innovation and introducing new products/services/ideas 34 25 9
Purpose 36 16 20
Is dedicated to protecting and improving the environment 40 16 24
Ensures that the company creates programs that positively impact the local community in which it
operates
39 18 21
Ensures that the company addresses society's needs in its everyday business 39 18 21
Ensures that the company partners with NGOs, government and third parties to address societal
issues
25 14 11
Operations 29 21 8
Attracts and retains a highly-regarded and widely admired top leadership team 30 18 12
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 21 18 3
Manages the company in a way that delivers consistent financial returns 37 26 11
Business Leaders Seen As Underperforming
Source: 2016 Edelman Trust
Barometer. Q462-478 How important
is each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs 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.”
CEO questions use the same scales
as the business questions. (Top 2
Box, Performance) General
Population, Canada
Importance vs. performance of 16 trust-building leadership attributes
%
Importance %
Performance
Gap
General
Population
35

Footer
36
THE POWER OF
THE EMPLOYEE

18 20
10
16
22
28
24 23
16
26
41
2829 29
58
20
26
1819
23
20 18 16 16
26
23
16
26
16
19
4
10
6
9 8 9
Employees Are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s
business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust
MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613
Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust
MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on
issues related to the industry in which it operates? General Population, Canada, question asked of half the sample.
37
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population

Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Employee Advocacy Increases
with Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of
the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, Canada, question asked of half the sample. 38
Per cent who agree with each statement, comparing those who work at
companies/for CEOs involved in addressing broader societal issues vs.
those who do not
60
55
62
65
77
70
86
Stay working for the company
Recommend company as an employer
Motivated to perform
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to
others
Do the best possible job for the customer
Impact of
Company
Engagement
7
21
14
24
23
30
23
93
91
91
89
85
85
82
General
Population

TRUST IS GROWING, BUT…
40
Canadians are more trusting than they’ve been
since 2012, but there’s a disparity between the
informed elites and the mass population
1

WINNING OVER THE ELITES
ISN’T ENOUGH
41
The inversion of influence means all institutions
should be looking for ways to improve trust
among mass population.
2

THE MEDIA ISN’T JUST A COLLECTIVE
OF PROMOTIONAL PLATFORMS
42
The media continues to be influential but
connecting with the public through the media
means being helpful and honest, not promotional
3

STRONG FINANCIAL
PERFORMANCE IS NO
LONGER ENOUGH
43
The “Trudeau Effect” offers business a playbook
of qualities to emulate
4

2016 Edelman Trust Barometer - Canadian Results

Recommended

Recommended

More Related Content

More from Edelman

More from Edelman (20)

Recently uploaded

Recently uploaded (20)

2016 Edelman Trust Barometer - Canadian Results