2019 EDELMAN TRUST BAROMETER - Germany #TrustBarometer - Sparkassenzeitung
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2019 EDELMAN
TRUST BAROMETER
Germany
#TrustBarometer
Divided
by Trust
2
2018 2019
General Population General Population Trust
DISTRUST 49 Global 26 52 Global 26
(60-100)
Neutral
CONTINUES 74
71
China
Indonesia
79
73
China
Indonesia
(50-59)
Distrust
(1-49)
Trust Index 68 India 72 India
66 UAE 71 UAE
58 Singapore 62 Singapore
54 Mexico 59 Malaysia
54 The Netherlands 58 Mexico
53 Malaysia 56 Canada
49 Canada 55 Hong Kong
47 Argentina 54 The Netherlands
47 Colombia 52 Colombia Biggest changes in
47 Spain 49 U.S.
46 Turkey 48 Australia Hong Kong +10
Global Trust Index increases 3 pts to neutral
45 Hong Kong 46 Argentina
44 Brazil 46 Brazil Australia +8
15 of 26 markets are distrusters, 44 S. Korea 46 Italy
down 3 from 2018 43 Italy 46 S. Korea Canada +7
43 U.S. 45 S. Africa
41 Germany 45 Turkey
S. Africa +7
40 Australia 44 France
40 France 44 Germany
39 U.K. 43 U.K. Russia -7
38 Ireland 42 Ireland
2019 Edelman Trust Barometer. The Trust Index is the average
percent trust in NGOs, business, government and media. TRU_INS.
38 S. Africa 40 Spain Spain -7
Below is a list of institutions. For each one, please indicate how 37 Japan 39 Japan
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
36 Russia 29 Russia
means that you “trust them a great deal.” 9-point scale; top 4 box,
3
trust. General population, 26-market global average.
2018 2019
Informed Public Informed Public Trust
TRUST RISES FOR 59 Global 26 63 Global 26
(60-100)
Neutral
INFORMED PUBLIC 83
81
China
Indonesia
88
83
China
India
(50-59)
Distrust
(1-49)
Trust Index 77 India 83 Indonesia
76 UAE 83 UAE
70 Singapore 74 Canada
67 The Netherlands 70 Malaysia
65 Malaysia 69 Singapore
65 Mexico 68 Mexico
62 Canada 67 The Netherlands
60 Argentina 66 Hong Kong
57 Italy 64 U.K.
57 Turkey 61 S. Korea
56 France 60 Germany Biggest changes in
A 4-point increase in the global Trust Index
55 Australia 60 U.S.
55 Germany 59 Australia Hong Kong +17
55 Spain 59 France
52 U.K. 56 Colombia U.S. +15
51 Brazil 53 Argentina
50 Colombia 53 Italy
Canada +12
49 Hong Kong 53 Japan
49 S. Korea 53 S. Africa
48 Ireland 53 Turkey U.K. +12
47 Russia 51 Brazil
2019 Edelman Trust Barometer. The Trust Index is the average
percent trust in NGOs, business, government and media. TRU_INS.
46 Japan 48 Ireland Russia -12
Below is a list of institutions. For each one, please indicate how 45 S. Africa 47 Spain
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
45 U.S. 35 Russia
means that you “trust them a great deal.” 9-point scale; top 4 box,
4
trust. Informed public, 26-market global average.
CONTINUED DISTRUST
AMONG THE GENERAL POPULATION -
Distrust
0 +
Neutral Trust
Y-to-Y Change
Percent trust
NGOs Business Government Media
62 61 60
54 56 54 55 54
Informed public
+8 +5 +1 +6
2018 2019 2018 2019 2018 2019 2018 2019
All institutions still distrusted
General population 44 44 47
44
43 40 42
37
+7 +3 -3 +2
2018 2019 2018 2019 2018 2019 2018 2019
2019 Edelman Trust Barometer. TRU_INS. 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
5
means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and general population, Germany.
2019 2019
Informed Public Mass Population Trust gap Trust
A WORLD 64 Global 27 50 Global 27 14
(60-100)
Neutral
OUT OF BALANCE 88
84
China
Saudi Arabia
76
69
China
Indonesia
12
14*
(50-59)
Distrust
(1-49)
Trust Index 83 India 69 Saudi Arabia 15
83 Indonesia 68 UAE 15
83 UAE 66 India 17*
74 Canada 60 Singapore 9
70 Malaysia 58 Malaysia 12
69 Singapore 54 Canada 20*
68 Mexico 54 Mexico 14
67 The Netherlands 54 The Netherlands 13
66 Hong Kong 52 Hong Kong 14
64 U.K. 51 Colombia 5
Mass population 14 points less trusting 61 S. Korea 47 U.S. 13
60 Germany 46 Australia 13
60 U.S. 46 Italy 7
18 markets with double-digit trust gaps
59 Australia 45 Argentina 8
59 France 44 S. Africa 9
56 Colombia 44 S. Korea 17*
53 Argentina 43 Brazil 8
53 Italy 42 Germany 18*
53 Japan 41 France 18
53 S. Africa 41 Ireland 7 *highest-ever
2019 Edelman Trust Barometer. The Trust Index is the
average percent trust in NGOs, business, government and 53 Turkey 41 Turkey 12 trust inequality
media. TRU_INS. Below is a list of institutions. For each one, 51 Brazil 40 U.K. 24*
please indicate how much you trust that institution to do what
is right using a nine-point scale where one means that you 48 Ireland 39 Spain 8
“do not trust them at all” and nine means that you “trust them 47 Spain 37 Japan 16
a great deal.” 9-point scale; top 4 box, trust. Informed public
and mass population, 27-market global average. 35 Russia 28 Russia 7 6DIVIDED ALONG GENDER LINES
Percent trust Distrust Neutral Trust
Largest trust gap
Trust Index NGOs Business Government Media
Trust gap 12 11 14 10 11
38 38 40 39
35
Women
50 54 50
49 45
Men
Largest gaps in: Germany 12 U.S. 14 U.S. 15 Germany 10 UAE 16
U.S. 11 Germany 11 Germany 14 Japan 10 Germany 11
UAE 10 Japan 11 UAE 14 S. Africa 10 Japan 11
2019 Edelman Trust Barometer. TRU_INS. 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
7
means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, Germany, by gender.An Urgent Desire
for Change
8DEVELOPED WORLD
PESSIMISTIC ABOUT FUTURE
Percent who believe they and their families will be better off in five years’ time Mass population Informed public
88 89
86 84 86
14 markets in which majority of mass population 83 81 79 82
79
do not believe that they will be better off in five years 72 70 73 74 73
69 69 69 71 71
63 65
62
59
54 56 56
53 53 54 54
49 50 48 48 50
47 45
43 44 44
38 37 38 38 39 38 39
32 34 34
31
26 28
21
16
U.K.
Mexico
Indonesia
Brazil
S. Korea
U.S.
Spain
S. Africa
Malaysia
Global 27
Japan
France
Canada
India
Germany
Italy
Hong Kong
Russia
Turkey
Argentina
Singapore
UAE
The Netherlands
China
Saudi Arabia
Australia
Ireland
Colombia
2019 Edelman Trust Barometer. CNG_FUT. 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?
9
5-point scale; top 2 box, better off. Informed public and mass population, 27-market average.WIDESPREAD LACK OF BELIEF IN THE SYSTEM
Mass population Informed public
Percent who agree Working Not Failing Working Not Failing How true is
the system is… for me sure me for me sure me
this for you?
57
Desire for change 76 74
41
38 Sense of injustice 74 70
29
21 Lack of confidence 67 64
14
Lack of hope 33 19
2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a
list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point
scale; top 4 box, true. Informed public and mass population, Germany. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is
10
POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored].Looking for
Realiable Information
11MASSIVE RISE IN NEWS ENGAGEMENT
How often do you engage in the following activities related to news and information? - 0 + Y-to-Y Change
2018 2019
THE DISENGAGED
49 Consume news less than weekly
67
+13
pts
28
CONSUMERS
Consume news about weekly or more +18pts
15 More engaged
+5
pts AMPLIFIERS with the news
Consume news about weekly or
18 23 more AND share or post content
several times a month or more
2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your
answer using the 7-point scale below. Question asked of half of the sample. General population, Germany. For details on how the News Engagement Scale was built, please refer to the
12
Technical Appendix.DIVIDED ALONG GENDER LINES
Percent trust Distrust Neutral Trust
Trust Index NGOs Business Government Media
Trust gap 12 11 14 10 11
38 38 40 39
35
Women
50 54 50
49 45
Men
Largest gaps in: Germany 12 U.S. 14 U.S. 15 Germany 10 UAE 16
U.S. 11 Germany 11 Germany 14 Japan 10 Germany 11
UAE 10 Japan 11 UAE 14 S. Africa 10 Japan 11
2019 Edelman Trust Barometer. TRU_INS. 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
13
means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, Germany, by gender.LOOKING FOR RELIABLE SOURCES
Percent who trust each source of news
Search Traditional media Social media
Low trust in social media
63%
75
68 65 68 66 66
58 59 60 61
50 53
32 34 34
worry about false
information or fake news
being used as a weapon
Germany Europe U.S./Canada APACMEA Latin America
2019 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where
one means “strongly disagree” and nine means “strongly agree”. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Germany. COM_MCL. 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”
14
and nine means that you “trust it a great deal”. 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Germany and by region.TRADITIONAL MEDIA MOST TRUSTED
Percent trust in each source for general news and information
69 68 68
63 63 Traditional media
60 59 58
57 Search engines*
54
Online-only media**
56 56 56
54 48
52 Owned media
43
47 Social media
46 46
38 44
34 35 35
34 33
31 31
31 34 27
30 33 33 32
28 31
27 25
2012 2013 2014 2015 2016 2017 2018 2019
2019 Edelman Trust Barometer. COM_MCL. 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.” 9-point scale; top 4 box, trust. Question asked of half of the sample. General
population, Germany.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
15
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”LOOKING FOR LEADERSHIP FROM CEOS
Percent who say that Percent who agree CEOs can create positive change in:
CEOs should take the lead
Equal pay 71
on change rather than waiting
for government to impose it Training for the jobs of tomorrow 66
Prejudice and discrimination 61
67%
The environment 61
Personal data 59
7pts Sexual harassment 57
Fake News 32
2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree.
Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change?
17
Question asked of half of the sample. General population, Germany.LOOKING FOR LEADERSHIP FROM MY EMPLOYER
64%
of employees agree
It’s critically important for my CEO
to respond to challenging times
- Industry issues
- Political events
- National crisis
- Employee-driven issues
2019 Edelman Trust Barometer. CEO_DIR. On which of the following occasions do you believe it is critically important to hear directly from the CEO or head of the organization you work for?
Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, Germany.
Data shown is a net of “when there is major news or an event that affects our industry or sector,” “when there is a major social or political event that affects our country,” “when there is a crisis in
18
the country,” and “when employees demand that the CEO publicly take a stand on an important issue”.My Employer:
A Trusted Partner
for Change
19MY EMPLOYER MOST-TRUSTED RELATIONSHIP
Percent trust Distrust Neutral Trust
My employer NGOs Business Government Media
73
44 47 44
40
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self
20
employed (Q206/1 OR 2 AND NOT Q421/8). General population, Germany.EMPLOYERS TRUSTED
EVEN BY THE DISENFRANCHISED
Percent trust in “my employer” Distrust Neutral Trust
Mass Informed System is Not sure System is Women Men
population public failing me working for
me
77 76 75
72 73 72
68
2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but
not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, Germany, by gender, and “system failing” scale.
21
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.Trust at Work
22EMPLOYEE Shared Action 37
EXPECTATIONS NOW My employer has a
greater purpose, and my 56%
INCLUDE SOCIETAL work has a meaningful
societal impact
CHANGE 19
Percent of employees who expect
each from a prospective employer
Personal
38
Empowerment
Strong expectation
You would have to pay
me a lot more to work
Deal breaker
I would never work
for an organization
I know what is going on, I am part
of the planning process, and I have
63%
for an organization that that does not offer this a voice in key decisions; the culture
does not offer this is values-driven and inclusive
25
2019 Edelman Trust Barometer. EMP_IMP. When considering an
Job Opportunity 40
71%
organization as a potential place of employment, how important is each
of the following to you in deciding whether or not you would accept a job My employer offers wage growth,
offer there? Question asked of those who are an employee, but do not
run their own business (Q43/1 AND NOT Q28/7). General population training, career growth and work
employees, Germany. Buckets are the sum of the average of codes 1 & which I find interesting & fulfilling
2 for the items that make up each dimension. For details on the full list of
items that went into each of the three dimensions, please refer to the
Technical Appendix. 31TRUST CEMENTS THE
EMPLOYER-EMPLOYEE PARTNERSHIP
Percent of employees who engage in these
types of behaviors on behalf of their employer
Trust advantage
76 Trust their employer
Advocacy 35 +41
Do not trust their employer
72
Loyalty 33 +39
79
Commitment 46 +33
63
Engagement 34 +29
2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, Germany, cut by those who trust their employer (codes 6-9) and those
who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business
(Q43/1 AND NOT Q28/7). General population employees, Germany. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of
24
(EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension.ACTIVATE EMPLOYEE VOICES
Percent who rate each source as very/extremely credible Company voices
- 0 + Y-to-Y Change
69
60
56 55
49
42
39 39
36 34
30
l +2 0
l +3 -2
l +4 -1
l +5 0 -9
l +1 -2
Financial
A person Company Regular Academic NGO Successful Board of Government
CEO industry Journalist
like yourself technical expert employee expert representative entrepreneur directors official
analyst
2019 Edelman Trust Barometer. CRE_PPL. 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. 4-point scale; top 2 box, credible. Question asked of half of the sample. General
25
population, Germany.INVESTING IN EMPLOYEE TRUST IS
INVESTING IN YOUR BOTTOM LINE
How a company treats Percent who agree that “a good
its employees is one of reputation may get me to try a
the best indicators of its product, but unless I come to
level of trustworthiness trust the company behind the
product, I will soon stop buying it”
79% 61%
2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree.
26
Question asked of half the sample. General population, Germany.TRUST AT WORK:
THE NEW EMPLOYER-EMPLOYEE CONTRACT
1. Lead 2. Empower 3. Start 4. CEO
Change Employees Locally Leadership
- Be aspirational - Give them a voice - Solve problems - Live your values
at home
- Address concerns - Create - Engage directly
about the personal opportunities for - Improve societal
impact of change shared action conditions in the - Be visible and show
local communities a personal
- Train the workforce - Empower them in which you operate commitment, inside
of the future with information and outside the
organization
27Contact
Ernst Primosch
CEO Edelman Deutschland
Agrippinawerft 28
50678 Köln
ernst.primosch@edelman.com
t: +49 221 828 281 00
m: +49 173 53 03 294
www.edelman.de
#TrustBarometer
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