THE FIGHT FOR A CONFIDENT FUTURE: Edelman Trust Barometer 2020 Singapore
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THE FIGHT FOR A CONFIDENT FUTURE: Edelman Trust Barometer 2020 Singapore
20th ANNUAL General Online Population
EDELMAN TRUST 1,150 Ages All slides show general
online population data
Informed Public
respondents 18+ 500 respondents in U.S. and China;
BAROMETER per market
unless otherwise noted
200 in all other markets
Methodology Represents 17% of total global population
Must meet 4 criteria
‣ Ages 25-64
‣ College-educated
‣ In top 25% of householdincome per
age group in each market
‣ Report significant media consumption
Online survey in 28 markets and engagement in public policy and
business news
34,000+ respondents total
All fieldwork was conducted between Mass Population
October 19 and November 18, 2019
All population not
including informed public
28-market global data margin of error: General population +/- 0.6% 2020 Gen Z oversample Represents 83% of total
(N=32,200), informed public +/- 1.2% (N=6,200), mass population +/-
0.6% (26,000+), half-sample global general online population +/- 250 respondents age 18-24 per market global population
0.8% (N=16,100).
Market-specific data margin of error: General population +/- 2.9%
(N=1,150), informed public +/- 6.9% (N = min 200, varies by market),
China and U.S. +/- 4.4% (N=500), mass population +/- 3.0% to 3.6%
(N =min 736, varies by market).
Gen Z MOE: 28-market = +/- 1.5% (N=4,310)
Market-specific = +/- 5.3 to 10.5% (N=min 88, varies by market). 2
TRUST ESSENTIAL
FOR FUTURE
SUCCESS Consumers Employees Regulators
20 years of Edelman Trust
research on trust matters Trusted companies Trust drives Trusted companies
have stronger workplace have greater
to… consumer buyers recommendations license to operate
and advocates
• 2M+ respondents
• 400+ companies
Investors Resilience The market Media
• 80k employee reviews against risk coverage
• Interviews with 50+ business leaders Trusted companies Trusted companies’
are more likely Trusted companies stock outperform Trusted companies
• 23M measures of trust to receive are more resilient their respective are more immune
institutional in the face sectors to the media cycle
• Review of 150+ academic articles and investment of crisis
80+ models of trust
• Trust and stock price analysis for
80 companies
3
20 YEARS OF TRUST:
TRUST IS CRITICAL TO FUTURE SUCCESS
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance
Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and
NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency
Advertising Trust Discount to Peers Spokesperson and Media Business Essential to
Trust
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Business Must Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust:
Partner With Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence
Government to the Debate Innovation of Trust and Ethics
Regain Trust for Change
4
INCOME INEQUALITY NOW AFFECTS TRUST MORE
Distrust Neutral Trust
THAN ECONOMIC GROWTH
Percent trust
GDP Growth Income Inequality
High growth Low growth Less inequality More inequality
52 50 50 52
47 46
43 40
Developed markets Little effect High inequality
on trust linked to less trust
in government
72 69
64 62 63
60
44
38
Developing markets Low growth linked High inequality
to less trust in linked to less trust
government in government
2020 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. 9-point scale; top 4 box, trust.
General online population, 23-mkt avg., by developed and developing markets. High-growth economies are those with a Q2 2019 GDP of 1.4% or higher. Developing market high-growth
economies: China, Colombia, India, Indonesia, Kenya, Malaysia, UAE; low growth economies: Argentina, Brazil, Mexico, Russia, Saudi Arabia, S. Africa, Thailand. Developed market high-growth
economies: Australia, Canada, France, Ireland, The Netherlands, Spain, U.S.; low-growth economies: Germany, Hong Kong, Japan, Italy, Singapore, S. Korea, U.K. 5
2019 2020
General population General population
CONTINUED
53 Global 26 54 Global 26 Distrust Neutral Trust
DISTRUST 79 China 82 China
(1-49) (50-59) (60-100)
73 Indonesia 79 India - 0
+
Trust Index
72 India 73 Indonesia Change, 2019 to 2020
71 UAE 65 UAE
70 Saudi Arabia 62 Mexico
62 Singapore 62 Singapore
Declines in
59 Malaysia 61 Saudi Arabia
58 Mexico 60 Malaysia
Saudi Arabia -9
56 Canada 57 The Netherlands
55 Hong Kong 53 Canada
UAE -6
Global Trust Index increases 1 pt., with 54 The Netherlands 53 Colombia
increases in 16 of 26 markets measured 52 Colombia 51 Brazil
49 U.S. 50 Hong Kong
Hong Kong -5
48 Australia 50 S. Korea
12 of 26 markets are distrusters, Canada -3
46 Argentina 49 Argentina
down 2 from 2019
46 Brazil 49 Italy
46 Italy 47 Australia U.S. -2
46 S. Korea 47 U.S.
45 S. Africa 46 Germany Australia +5
-1
44 France 45 France
44 Germany 45 Ireland S. Africa -1
-5
43 U.K. 45 Spain
42 Ireland 44 S. Africa
U.K. -1
40 Spain 42 Japan
2020 Edelman Trust Barometer. The Trust Index is the average
percent trust in NGOs, business, government and media. TRU_INS. 39 Japan 42 U.K.
Below is a list of institutions. For each one, please indicate how 29 Russia 30 Russia
much you trust that institution to do what is right. 9-point scale; top 4
box, trust. General population, 26-mkt avg. 6
2020 2020
Informed public Mass population Trust gap
TRUST INEQUALITY
65 Global 28 51 Global 28 14 Distrust Neutral Trust
SETS NEW 90
87
China
India
77
74
China
India
13
13
(1-49) (50-59) (60-100)
RECORDS 82
80
Indonesia
Saudi Arabia
70
64
Indonesia
UAE
12
11
Trust Index 78 Thailand 62 Thailand 16
75 UAE 60 Singapore 11
71 Mexico 59 Saudi Arabia 21
71 Singapore 58 Malaysia 10
68 Australia 58 Mexico 13
68 Malaysia 57 The Netherlands 10
67 Canada 56 Kenya 2
67 The Netherlands 52 Colombia 10 Record trust inequality
Mass population 14 points less trusting
64 Germany 51 Canada 16
64 Italy 49 Brazil 11
Nr. of markets 8
63 France 49 Hong Kong 5 with record trust
23 markets with double-digit trust gaps 62 Colombia 49 S. Korea 1 inequality at an
60 Argentina 48 Argentina 12 all-time high
60 Brazil 48 Italy 16
60 Ireland 45 Australia 23
59 Spain 45 U.S. 8
58 Kenya 44 Germany 20
57 U.K. 44 S. Africa 5
54 Hong Kong 43 Ireland 17 1
53 Japan 42 France 21
53 U.S. 42 Japan 11
2012 2020
2020 Edelman Trust Barometer. The Trust Index is the average 50 S. Korea 42 Spain 17
percent trust in NGOs, business, government and media. TRU_INS. 49 S. Africa 39 U.K. 18
Below is a list of institutions. For each one, please indicate how
41 Russia 27 Russia 14
much you trust that institution to do what is right. 9-point scale; top 4
box, trust. Informed public and mass population, 28-mkt avg. 7
PESSIMISTIC ABOUT ECONOMIC PROSPECTS
Percent who believe they and their families will be better off in five years’ time - 0 Change, 2019 to 2020
+
Majority pessimistic in 15 of 28 markets
90
77 77 80
75
68 69 70
66
57 58 59 60
47
42 43
34 35 36 37 37
29 31 31 32
27
23
19
15
l llllllllllllllllllllllllllll
-5 -3 -4 -4 -2 -7 -9 0 -2 -6 -2 -4 -10 -9 -8 -7 +1 -2 n/a -10 -9 -4 -6 -4 +3 -8 -5 -3 n/a
2020 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?
5-point scale; top 2 box, better off. General population, 26-mkt avg. 8
CAPITALISM UNDER FIRE
Percent in Singapore who agree - 0
+
Change, 2019 to 2020
How true is this for you?
Capitalism as it exists today
does more harm than
Sense of injustice 68 good in the world
Desire for change 67 44
Lack of confidence 53
Lack of hope 19
31
26
The system is…
-2
Working for me
+2
Not sure
+1
Failing me
54 %
2020 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. 9-point scale; top 4 box, true. General population, Singapore. Sense of injustice is an average of
POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. TMA_SIE_SHV. Please indicate
9
how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Singapore.TAKING THE FUTURE INTO THEIR OWN HANDS
Climate Change Automation Income Inequality #MeToo
Paris, February 2019 Angers, August 2019 London, November 2019 Oregon, December 2019
Students protest Unions protest a McDonald’s Nike employees
to draw attention Géant automated employees protest protest company’s
to climate change supermarket for higher wages treatment of women
10GOVERNMENT:
TRUST AND PERFORMANCE
Photo by Siti Rahmanah Mat Daud on UnsplashMOST SINGAPORE
INSTITUTIONS SEEN AS ETHICAL
35
ETHICAL AND COMPETENT
(Competence score, net ethical score) Government
(7, 26)
Singapore Global NGOs
(5, 20)
Singapore
NGOs
Media Business
(-1, 10) (11, 9)
LESS COMPETENT - 50 50 COMPETENT
Business
Media
Government
-35
UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based
on TRU_3D _[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, 25-mkt avg and Singapore. Data not collected in China, Russia
and Thailand. For full details regarding how this data was calculated and plotted, please see the Technical Appendix. 12TRUST IN GOVERNMENT
- 0
+
INCREASES IN 15 OF 26 MARKETS Change, 2019 to 2020 Distrust Neutral Trust
Percent trust in government
Distrusted in 17 markets 90
81
76 78
75
70
58 59 60
50 51
49
43 44 44 45
41 41 42
37 39
34 34 35 36
33 33
30
20
l llllllllllllllllllllllllllll
+1 -1 +4 -4 -1 +3 n/a +3 -6 +9 -1 +3 -2 -13 +4 -+2 +10 +5 -3 +3 -2 +5 n/a +3 0 -6 +2 +7 +4
2020 Edelman Trust Barometer. TRU_INS. [Government in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point
scale; top 4 box, trust. General population, 26-mkt avg. 13GOVERNMENT:
COMPETENCE AND ETHICS ETHICAL
X Y
n KSA 17 38
35
ACROSS MARKETS UAE
(Competence score, net ethical score) SIN n Government doing best at:
Maintain law and order 75
IND
Safe, modern infrastructure 73
IDN
Intl. alliances, defense 70
LESS COMPETENT - 50 50 COMPETENT
NED MAS
X Y
n RSA -103 -64 GER CAN
n ESP -80 -38 KOR
AUS
n ARG -74 -29 FRA
n COL -69 -43 IRL JAP
n ITA -69 -43
n KEN -69 -41 U.S.
n BRA -64 -40 -35
n U.K. -61 -31
n HK -56 -29
UNETHICAL
n MEX -52 -36
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D
_[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. Data not collected in China, Russia and Thailand. For full details regarding how this data
was calculated and plotted, please see the Technical Appendix. 14WORRY ABOUT THE FUTURE OF WORK
Percent of employees in Singapore who worry about job loss due to each issue
Looming recession 67
I worry about losing my job
due to one or more of these causes Immigrants who work for less 67
Freelance/gig economy 67
Lack of training/skills 66
Cheaper foreign competitors 64
88 %
Jobs moved to other countries
Automation
60
59
2020 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically,
how much do you worry about each of the following? 9-point scale; top 4 box, worried. Job loss net = codes 1,2,3,4,5,23,24. General population, Singapore, among those who are employed
(Q43/1). 15WORRY TECHNOLOGY IS OUT OF CONTROL
Percent in Singapore who agree
The pace of change in I worry technology will make Government does not Trust in technology
2019-2020
technology is too fast it impossible to know if what understand emerging
people are seeing or technologies enough to Global 26 -4
hearing is real regulate them effectively
Largest declines in:
France -10
Canada, Italy,
Russia, Singapore -8
72 74 31 % % %
2020 Edelman Trust Barometer. CNG_POC. For the statements below, please think about the pace of development and change in society today and select the response that most accurately
U.S.
Australia
-7
-6
represents your opinion. 9-point scale; top 4 box, fast. Singapore. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement.
9-point scale; top 4 box, agree. Singapore. PER_GOV. How well do you feel the government is currently doing each of the following? 5-point scale; bottom 3 box, not doing well (data excludes
DK responses). Singapore. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. 26-mkt avg. All 16
questions asked of half of the sample among the general population.WORRY ABOUT QUALITY INFORMATION
Percent in Singapore who agree
The media I use are contaminated I worry about false information or fake
with untrustworthy information news being used as a weapon
59 % 77 %
+8 pts
Change,
2018 to 2020
2020 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. 9-point scale; top 4 box, agree.
Question asked of half of the sample. General population, Singapore. 17SCIENTISTS, PEERS MORE TRUSTED
THAN SOCIETAL LEADERS
“
Percent trust in Singapore Distrust Neutral Trust
I do not have confidence that
our current leaders will be able 72
69
66 64
to successfully address our
country’s challenges
“ 58
54
51
39
53 % Scientists People in my Citizens of Government
local
community
my country leaders
Religious
leaders
Journalists CEOs The very
wealthy
2020 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is. 9-point scale; top 4 box, true. TRU_PEP.
Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right. 9-point scale; top 4 box, trust. General population, Singapore. 18PARTNERSHIP BETWEEN BUSINESS
AND GOVERNMENT ESSENTIAL ON JOBS
Percent who say each institution is the one they trust most to address each challenge (global data in background)
Protect workers in the gig economy Workforce retraining necessary
as a result of automation
In Singapore In Singapore
Media Media
Government 53 8 Government 53
9 NGO NGO
Business 26 18 17 Business 27
Business
NGO 14 Government NGO 12
Media 8
40
Business
32 42 Government
32
Media 8
2020 Edelman Trust Barometer. INS_ADD. For each of the challenges described below, please indicate whether you trust business, government, media or NGOs the most to address that
challenge and develop workable solutions. Question asked of half of the sample. General population, 28-mkt avg (in background graphic) and Singapore. 19BUSINESS:
CATALYST FOR CHANGE
Photo by Mike Enerio on UnsplashTRUST IN BUSINESS
- 0
+
INCREASES IN 15 OF 26 MARKETS Change, 2019 to 2020 Distrust Neutral Trust
Percent trust in business
Distrusted in 7 markets
82 82
79
72 73
66 68
63 64 64 65
62
58 57 58 58
52 52 53
48 48 49 50 50 50
45 45 47
35
l llllllllllllllllllllllllllll
+1 +1 0 +6 0 +1 +4 +5 0 +6 -4 +3 0 -3 +4 -2 0 +2 +2 +6 n/a -8 +1 -6 +1 n/a 0 +2 +5
2020 Edelman Trust Barometer. TRU_INS. [Business in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale;
top 4 box, trust. General population, 26-mkt avg. 21BUSINESS: COMPETENCE AND
n Business doing best at:
ETHICS ACROSS MARKETS ETHICAL Driving economic prosperity 58
(Competence score, net ethical score) 35 Generating value for owners 57
Engine of innovation 55
UAE
IND
KSA IDN
SIN MAS
KEN
COL MEX
JAP NED
LESS COMPETENT - 50 BRA
50 COMPETENT
ESP U.S.
AUS
ITA RSA U.K. CAN
GER IRL KOR
ARG H.K.
FRA
-35
UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based
on TRU_3D _[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. PER_[INSTITUTION]. How well do you feel
[institution] is currently doing each of the following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. General population, Singapore. Data not collected in China, Russia
and Thailand. For full details regarding how this data was calculated and plotted, please see the Technical Appendix.” 22SERVE THE INTERESTS OF ALL STAKEHOLDERS
Percent in Singapore who ranked each group as most important Percent in Singapore who agree
Communities
13
15
Shareholders
Employees
39 87
Stakeholders, not
% 71
a company can take actions
%
Customers
shareholders, are most that both increase profits
32 important to long-term and improve conditions in
company success communities where it operates
2020 Edelman Trust Barometer. PPL_RNK. Please rank the following four groups of people in terms of their importance to a company achieving long-term success. Give the most important
group a rank of 1 and the least important a rank of 4. Stakeholders is a net of “Communities,” “Customers,” and “Employees”. TMA_SIE_SHV. Please indicate how much you agree or disagree
with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Singapore. 23CEOS MUST LEAD
Percent in Singapore who agree
It is important that my employer’s CEO speak out on CEOs should take the lead
one or more of these issues on change rather than waiting
for government to impose it
Training for jobs of the future 83
Automation’s impact on jobs 81
Diversity 80
92 %
Ethical use of tech
Income inequality
80
77
80 %
+ 13
pts
Climate change 73
Immigration 63 Change,
2018 to 2020
2020 Edelman Trust Barometer. CEO_ISS. How important is it to you that the CEO or head of the organization you work for speaks out publicly about each of the following issues? 9-point
scale; top 4 box, important. Question asked of those who are an employee (Q43/1). Issues is a net of codes 1-7. General population, Singapore. CEO_AGR. Thinking about CEOs, how strongly
do you agree or disagree with the following statement? 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Singapore. 24MEDIA:
TRUST AND PERFORMANCE
Photo by Elliot Teo on UnsplashTRUST IN MEDIA RISES IN 16 OF 26 MARKETS
- 0
+
BUT IS DOWN IN SINGAPORE Change, 2019 to 2020 Distrust Neutral Trust
Percent trust in media
Distrusted in 16 markets
80
73
69
64
58 59
55 56
52 53 53 53
49 48 48 49 49
44 46
42 42 43
39 40
35 37 37 37
28
l llllllllllllllllllllllllllll
+1 +2 -2 +1 +2 +2 -1 -1 +4 +6 +1 +3 -17 +4 0 +5 +4 -2 -4 +1 -7 -1 n/a +2 +6 n/a -1 +9 +4
2020 Edelman Trust Barometer. TRU_INS. [Media in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top
4 box, trust. General population, 26-mkt avg. 26MEDIA: COMPETENCE AND
ETHICS ACROSS MARKETS ETHICAL
(Competence score, net ethical score) 35
KEN
IDN
SIN
IND
KSA NED
H.K. CAN
GER UAE MAS
LESS COMPETENT - 50 50 COMPETENT
U.S.
AUS
X Y ESP BRA RSA
n JAP -57 -23 U.K. IRL
MEX
ITA COL FRA
KOR
ARG
-35
UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D
_[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. Data not collected in China, Russia and Thailand. For full details regarding how this data
was calculated and plotted, please see the Technical Appendix. 27CHAMPION RELIABLE SOURCES
Percent who trust each source of news Search Traditional media Owned media Social media
- 0
+
Change, 2019 to 2020
Singapore
71
64 63 64
61 60 59
57 55 57
54 52
48 47
45 43
41
36
29 29
llll
-9 -7 -3 -5
llll llll llll llll
-3 -2 -2 -4 -7 -4 -6 -5 -4 -6 -5 -3 -4 -7 -3 -1
EU U.S./Canada APACMEA LATAM
2020 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? 9-point scale;
top 4 box, trust. Question asked of half of the sample. General population, Singapore and by region. 28TRADITIONAL MEDIA AND SEARCH ENGINES MOST TRUSTED
Percent trust in each source for general news and information in Singapore
75
71
70 70
68
64
67 63 62 64 Traditional media
62 66
62 63
62 62 62
Search engines*
55 57
Owned media
48 48
47
49 45 45 45
45 Social media
46
45 46 45 41
43 41
41 41
2012 2013 2014 2015 2016 2017 2018 2019 2020
2020 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? 9-point scale;
top 4 box, trust. Question asked of half of the sample. General population, Singapore.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 29EXPERTS AND PEERS MOST CREDIBLE
Percent in Singapore who rate each source as very/extremely credible -
+
0 Change, 2019 to 2020
64
61
50 49 47 46 44 42
39 39
33
l l l l l l l l l l l
+7
Company
+3
Academic
+5
Government
-3
A person
+2
CEO
+4
Board of
+3
Regular NGO
-5 -11
Financial
-9
Successful
-2
Journalist
technical expert expert official like yourself directors employee representative industry entrepreneur
analyst
2020 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. Spokespeople asked of half of the sample.
General population, Singapore. 30SUMMARY Photo by Tomas Vyšniauskas on Unsplash
ADDRESSING GREATEST FAILURES
GETS EVERY INSTITUTION TO TRUST
Percent who think each institution is doing well/very well on the issue, Distrust Neutral Trust
and the potential trust gains associated with doing each well
NGOs Business Government Media
Transparency about funding 35 Partner with NGOs 33 Reduce partisanship 26 Keep social media clean 34
Expose corruption 35 Jobs that pay a decent wage 35 Partner with NGOs 30 Being objective 35
Avoid becoming politicized 35 Partner with government 37 Community-level problems 31 Information quality 38
Partner with government 38 Deal fairly with suppliers 40 Social services for the poor 34 Important vs sensationalized 38
Partner with business 38 Contribute to communities 41 Partner with business 34 Differentiate opinion and fact 39
75
72
69
65
59 58
48 49
+13 +17 +17 +20
2020 Edelman Trust Barometer. Regression analysis. PER_[INSTITUTION]. How well do you feel [institution] is currently doing each of the following? 5-point scale; top 2 box, doing well.
Question asked of half of the sample. General population, 25-mkt avg. Data not collected in China, Russia and Thailand. TRU_INS. Below is a list of institutions. For each one, please indicate
how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 25-mkt avg (excluding CN, RU, and TH). For a full explanation of how this data was
calculated, please see the Technical Appendix. 32ADDRESS GREATEST FAILURES TO IMPROVE TRUST IN SINGAPORE Percent in Singapore who think each institution is doing well/very well on the issue, showing five greatest areas for improvement NGOs Business Government Media Expose corruption 38 Partner with NGOs 40 Reduce partisanship 51 Exposing corruption 43 Transparency about funding 40 Jobs that pay a decent wage 43 Partner with NGOs 53 Let people be heard 43 Avoid becoming politicized 41 Contribute to communities 43 Protect civil and human rights 56 Being objective 46 Set goals, give public updates 42 Sustainable business practices 44 Social services for the poor 56 Keep social media clean 46 Global-level problems 42 Invest in employee training 48 Community-level problems 57 Differentiate opinion and fact 47 2020 Edelman Trust Barometer. PER_[INSTITUTION]. How well do you feel [institution] is currently doing each of the following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. General population, Singapore. Data not collected in China, Russia and Thailand. 33
BUILDING A CONFIDENT FUTURE:
BUSINESS (HAS YET) TO LEAD IN PARALLEL
• Labour force upskilling /
reskilling
• Data privacy and security
• War against fake news
• Reducing workplace prejudice
GOVERNMENT and discrimination BUSINESS
• Drive economic prosperity
• Communicate change
• Traditional and owned media
optimized for search
34THE FIGHT FOR A CONFIDENT FUTURE: Edelman Trust Barometer 2020 Singapore
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