2016 Edelman Trust Barometer - California Results

2016 CaliforniaTrust Survey

2

GLOBAL TRUST SURVEYS IN RETROSPECT

Rising Influence of

NGOs

2001

Business Must

Partner with

Government to

Regain Trust

2009

Fall of the

Celebrity CEO

2002

Earned Media

More Credible

Than Advertising

2003

U.S. Companies in

Europe Suffer

Trust Discount

2004

Trust Shifts from

“Authorities” to

Peers

2005

“A Person Like

Me” Emerges as

Credible

Spokesperson

2006

Business More

Trusted Than

Government

and Media

2007

Young Influencers

Have More Trust in

Business

2008

Trust is Now an

Essential Line

of Business

2010

Rise of

Authority

Figures

2011

Fall of Government

2012

Crisis of

Leadership

2013

Business to

Lead the Debate

for Change

2014

Trust is

Essential to

Innovation

2015

Growing

Inequality of

Trust

2016

For more information on Edelman’s Global Trust survey, please visit http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/

http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/

3

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

GLOBAL TRUST 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

STATE OF TRUST

5

5148

4541

55 53

4742

6357

5148

6763

5751

GLOBALLY, 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, 27-country global total.

PERCENT TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2015 VS. 2016

NGOs Business Media Government

+4 +6 +6 +3Informed

Public

General

Population

2015 2016

+4 +5 +2 +1

TRUST INEQUALITY

7

53

58

56 56

60

44

47

46 46

48

2012 2013 2014 2015 2016

A SIGNIFICANT DIVIDE

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 Mass

Population, 25-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

PERCENT TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2012 TO 2016,

ACROSS 25 COUNTRIESInformed

Public

Mass

Population

12pt

Gap

9pt

Gap

in trust inequality--which

jumps to a

5-point increase among

the GDP5

3-point increase

8

A GLOBAL PHENOMENON

Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,

28-country global total.

TRUST INDEX, INFORMED PUBLIC VS. MASS POPULATION, 15 COUNTRIES WITH DOUBLE-DIGIT TRUST GAPS IN 2016

Country

Informed

Public

Mass

Population Gap

U.S. 64 45 19

U.K. 57 40 17

France 55 39 16

India 78 62 16

Australia 63 47 16

Mexico 72 57 15

Italy 58 47 11

China 82 71 11

Brazil 58 48 10

Ireland 49 39 10

Netherlands 62 52 10

Sweden 46 36 10

S. Africa 54 44 10

S. Korea 50 40 10

Singapore 72 62 10

INVERSION OF INFLUENCE

10

MassPopulation

THE INVERSION OF INFLUENCE

Authority

& Influence

Influence

Authority

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 Mass

Population, 28-country global total.

85%of population

48 Trust Index

15%of population

60 Trust IndexInformed

Public

11

6364

57

5048

41

50

39

33

67

6463

5352

4948

44

35

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, 27-country global total.

PERCENT WHO RATE EACH SPOKESPERSON AS EXTREMELY/VERY CREDIBLE

2015 2016

+8

Technical

expert

Academic

expert

A person

like yourself

Financial

industry

analyst

Employee CEO NGO

representative

Board of

Directors

Government

official/regulator

CEO credibility

increased the most

General

Population

+6

AN OPPORTUNITY FOR BUSINESS

13

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, 27-country global total, question asked of half the sample.

.

80% 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 74% in 2015

General

Population

15

Informed Public N: 244; MOE: ±6.3%

Mass Population N: 1,294; MOE: ±2.7%

METHODOLOGY | 2016 CA SURVEY

*We conducted an online statewide survey of 1,538 California residents. The results were weighted to Census data to be representative of the CA adult population.

California Regions Surveyed

San Francisco Bay AreaN: 503

MOE: ±4.4%

% of State: 21%

LA AreaN: 523

MOE: ±4.3%

% of State: 48%

Rest of StateN: 570

MOE: ±4.1%

% of State: 31%

TOTAL N: 1,538; MOE: ±2.5%

*Informed Public definition: top household income, college educated, significant media consumption. Represents ~10% of population

*Mass population definition: not informed public, ~90% of population

Other groups

January 17-25, 2016

1,538 adults 18+

16

CA KEY FINDINGS

Trust

• Tech, ag, and retail most trusted industries in CA

• CA more distrustful of institutions than US across the board; particularly skeptical about the media

• Ag and “sharing economy” have improved their image, while real estate and pharmaceuticals face a more apprehensive public

• Trust linked to positive impact on community rather than economic stimulus

CA Issues

• Drought concerns up, now above the economy

• Housing costs are a significant threat to CA growth – far outpacing all other threats (especially in the Bay Area)

Inequality

• Inequality is rising and success is becoming seen as out of reach for more and more

17

CA KEY FINDINGS

Business role

• License to lead on societal issues - business most trusted entity

• However, public-private partnership preferred over going it alone

• Highest interest in business getting involved on issues relevant to the business or its workers (i.e. economy, inequality, housing,

and transportation)

CEOs

• CEOs have lost their sheen

• Most widely seen as greedy, arrogant and phony – but Tech CEOs, like their industry, seen more positively

• Tech CEOs provide a lesson to all CEOs: honesty and sincerity are critical…and lacking among many CEOs

Media

18

TRUST

19

Q11G: 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”. Full industry description: Telecommunications (telephone, wireless, internet, and cable service providers), Consumer Electronics Manufacturing (includes

companies that make equipment intended for everyday use in entertainment, communications and offices, including personal computers, mobile devices, digital cameras, gaming consoles, e-readers, DVD

players and MP3 players), The “sharing economy” (peer to peer businesses like Uber, Lyft, and Airbnb, which are built on individuals sharing or renting unused resources to other individuals); Retail

(including both stores with physical locations and online-only retailers). Population: California adults

66%

65%

63%

59%

56%

55%

54%

53%

53%

53%

51%

49%

46%

45%

43%

Technology

Agriculture

Retail

Consumer Electronics Manufacturing

Startup companies

Transportation and Infrastructure

Telecommunications

Energy

Biotech/life sciences

Healthcare

Entertainment

The “sharing economy”

Financial services

Real Estate

Pharmaceuticals

BIOTECH & HEALTHCARE 10PTS HIGHER THAN PHARMA

TECH MOST TRUSTED IN CA, AG AND RETAIL CLOSE

20

TRUST DECREASES AS TIME IN CA INCREASES

CALIFORNIANS ARE SKEPTICS, ESPECIALLY ABOUT THE MEDIA

Q3: Below is a list of institutions and people. For each one, please indicate how much you trust that institution or person to do what is right using a 9-point scale where 1 means that you “do not trust them

at all” and 9 means that you “trust them a great deal”. Shown: % Trust 6-9. 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) General

Population, U.S. and 28-country global total.

48% 46%

37%33%

51%

57%

39%

47%

53% 55%

42%

48%

Business NGOs Government Media

CA

US

Global

Time in CA

<20 yrs: 40%

20+ yrs: 32%

CA’s most

trusted

institution

21

AMONG CALIFORNIANS WHOSE TRUST IN BUSINESS DECLINED, EXCESSIVE FOCUS ON PROFIT CITED

Among those whose trust in each institution decreased:

QN2. Earlier, you stated that your trust in government in general has declined over the last year. Which is the larger reason your trust in government in general has declined over the last year?

QN3. Earlier, you stated that your trust in business in general has declined over the last year. Which is the largest reason your trust in business in general has declined over the last year?

Population: California adults

41%

33%

15%

10%

2%

Businesses are too focused on

profit, rather than focused on

customers or quality

CEOs and shareholders are

making record profits but

paying their workers little

Data security and

hacking/personal information is

not safe

Businesses are not contributing

to the greater good

Some other reason

22

Q5: Please indicate how much you think each of the following industries is fueling the economy in your area of California. A great deal, Some, A little, None, Don’t know

Full industry description: Telecommunications (telephone, wireless, internet, and cable service providers), Consumer Electronics Manufacturing (includes companies that make equipment intended for

everyday use in entertainment, communications and offices, including personal computers, mobile devices, digital cameras, gaming consoles, e-readers, DVD players and MP3 players), The “sharing

economy” (peer to peer businesses like Uber, Lyft, and Airbnb, which are built on individuals sharing or renting unused resources to other individuals), 2016 ONLY: Retail (including both stores with physical

locations and online-only retailers). Population: California adults

WHILE STILL TRAILING ESTABLISHED INDUSTRIES, “SHARING ECONOMY” PICKING UP ECONOMIC STEAM IN CA

24%

33%

22%

26%

21%

20%

26%

24%

20%

15%

15%

16%

13%

13%

12%

41%

29%

39%

35%

40%

36%

28%

30%

31%

34%

34%

31%

27%

28%

27%

65%

62%

62%

61%

61%

56%

54%

54%

51%

50%

49%

46%

41%

41%

39%

Retail

Technology

Real Estate

Telecommunications

Healthcare

Energy

Agriculture

Entertainment

Consumer Electronics Manufacturing

Financial services

Transportation and infrastructure

Pharmaceuticals

The “sharing economy”

Biotech/life sciences

Startup companies

A Great Deal Some

n/a

-3

+1

-1

+3

-3

+1

+1

+0

+0

-1

+3

+6

-3

-2

Δ Since 2015

23

TOP 2 INDUSTRIES FUELING ECONOMY VARY GREATLY

Q5: Please indicate how much you think each of the following industries is fueling the economy in your area of California. A great deal, Some, A little, None, Don’t know

Full industry description: Telecommunications (telephone, wireless, internet, and cable service providers), Consumer Electronics Manufacturing (includes companies that make equipment intended for

everyday use in entertainment, communications and offices, including personal computers, mobile devices, digital cameras, gaming consoles, e-readers, DVD players and MP3 players), The “sharing

economy” (peer to peer businesses like Uber, Lyft, and Airbnb, which are built on individuals sharing or renting unused resources to other individuals), 2016 ONLY: Retail (including both stores with

physical locations and online-only retailers). Shown: great deal + some.

CALIFORNIA’S ECONOMIC DIVERSITY SHOWS THROUGH

Bay Area

Tech

Real Estate

LA Area

Retail

Entertainment

Rest of State

Retail

Agriculture

Full list and

percentages in

appendix

24

HIGHEST NEGATIVE IMPACT AND LOOMING THREAT: REAL ESTATE

Q25: For each industry, please indicate whether, on the whole, that industry is currently having a positive or negative impact on the state of California and its communities. Very positive, Somewhat positive,

Somewhat negative, Very negative, Don’t know. Population: California adults

TECH SIGNIFICANTLY BEATING OTHER INDUSTRIES ON POSITIVE IMPACT

Pharma, 39%

Financial services, 40%

Real Estate, 42%

Health care, 39%

Transport & Infrastructure, 31%

Energy, 32%

Biotech/ life sciences, 19%

The “sharing economy”, 26%

Entertain, 26%

Agriculture, 23%

Startup companies, 20%

Telecom, 25%

Consumer Electr Mfg, 19%

Retail, 19%

Technology, 14%

45%

45%

47%

51%

56%

57%

58%

59%

64%

64%

64%

65%

67%

71%

78%

Negative Positive

Δ Since 2015

+2

+1

+1

+6

+5

n/a

0

-1

-1

-1

-1

-5

-5

-4

-6

25

Q25: For each industry, please indicate whether, on the whole, that industry is currently having a positive or negative impact on the state of California and its communities. Very positive, Somewhat positive,

Somewhat negative, Very negative, Don’t know. Population: California adults

AG NEEDED TO (AND DID) PROVE WORTH TO FEND OFF DROUGHT RESTRICTIONS;SHARING ECON INCREASINGLY REVEALING POSITIVE IMPACT BUT ROOM TO GROW

6%5%

-5% -5%-6%

Agriculture The “sharing

economy”

Energy Real Estate Pharmaceuticals

INDUSTRIES AT THE BOTTOM ARE GETTING WORSE...SUGGESTING A GROWING TRUST GAP FOR SOME

26

WEAK RELATIONSHIP

FUELING ECONOMY

TR

US

TONLY A WEAK LINK BETWEEN ECONOMIC IMPACT & TRUST

STRONG LINK BETWEEN COMMUNITY IMPACT & TRUST

Q5CA: Please indicate how much you think each of the following industries is fueling the economy in your area of California. A great deal, Some, A little, None, Don’t know

Q11G: 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”. Q25CA: For each industry, please indicate whether, on the whole, that industry is currently having a positive or negative impact on the state of California and its

communities. Very positive, Somewhat positive, , Somewhat negative, Very negative, Don’t know. Population: California adults

30%

40%

50%

60%

70%

80%

30% 40% 50% 60% 70% 80%

30%

40%

50%

60%

70%

80%

30% 40% 50% 60% 70% 80%

TR

US

T

POSITIVE IMPACT ON COMMUNITY

CLEAR RELATIONSHIP

27

CALIFORNIA ISSUES

28Q2: Which of the following state issues do you think is the most important for California’s Governor and State Legislature to address? Population: California adults

THE DROUGHT LOOMS LARGE IN CA POLITICS, SURPASSING THE ECONOMY

19%

18%

9%

7%

7%

6%

6%

5%

5%

4%

3%

3%

3%

2%

2%

1%

Water/drought

The economy

Immigration

The state budget

Education

Taxes

Homelessness

Health care

Crime

Housing

Income inequality

Infrastructure

Public trust in law enforcement

Other

Mental illness

Innovation

+8 since 2015

Economy < drought because

few in the Bay Area cite the

economy as a problem to fix,

while drought concerns are

high across the board

ECONOMY PERCEIVED TO BE MORE PROBLEMATIC OUTSIDE THE BAY AREA

29

BAY AREA NOTABLY DIFFERENT THAN LA OR OTHER AREAS OF CA

Q4: Which of the following issues do you think is the most important for your local government to address? Population: California adults

LOCALLY, HOMELESSNESS AND HOUSING ALSO STAND OUT

14%

11%

15%

16%

13%

11%

14% 15%

12%

10%

12%

13%

Total Bay Area LA Area Rest of State

EconomyDrought

Economy

Homeless HomelessDrought

Drought

Drought

Homeless

Economy

HousingEducation

Twice as many want local

government to address

homelessness vs state

government (6%)

30

Q8. Which of the following do you think is the most likely to hold back California’s economy and hamper growth? Not shown: Lack of innovation by businesses (3%), Not enough trained workers (3%),

Other (7%), Don’t know (4%). Population: California adults

COST OF LIVING POSES SERIOUS THREAT TO CA GROWTH

28%

15%

9% 9%

7% 6%

4% 4%

38%

13%

7%8% 8%

6%5%

2%

28%

14%

10%9%

7% 7%

3% 4%

20%19%

10% 11%

6% 6%4% 5%

Total Bay Area LA Area Rest of State

Crime

/security

High housing

costs

The drought Lack of affordable

higher education/

college debt

High health care

costs

Failing schools Transportation

system

overloaded

Problems in

agriculture/inability to

grow food

Housing costs

nearly 2x

next threat

(3x in Bay Area)

31

INEQUALITY

A GLOBAL PHENOMENON

Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,

28-country global total. 3

2

Trust Index, Informed Public vs. Mass Population,

15 countries with double-digit trust gaps in 2016

Country

Informed

Public

Mass

Population Gap

U.S. 64 45 19

U.K. 57 40 17

France 55 39 16

India 78 62 16

Australia 63 47 16

Mexico 72 57 15

Italy 58 47 11

China 82 71 11

Brazil 58 48 10

Ireland 49 39 10

Netherlands 62 52 10

Sweden 46 36 10

S. Africa 54 44 10

S. Korea 50 40 10

Singapore 72 62 10

33

THE INEQUALITY OF TRUST; CA EVEN MORE DIVIDED THAN THE US

CA: Q3: Below is a list of institutions and people. For each one, please indicate how much you trust that institution or person to do what is right using a 9-point scale where 1 means that you “do not trust

them at all” and 9 means that you “trust them a great deal”. Shown: % Trust 6-9.

US 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 Mass Population, U.S.

67% 66%

55%

49%45% 44%

35%32%

Business NGOs Government Media

+22 +22 +20 +17

Informed

Public

Mass

Population

Avg Gap

+20

+19

34

10%59%31%

N27. Which best describes your financial situation? (n=1,538) Population: California adults

FEW IN CA BELIEVE THEY ARE GETTING AHEAD

Falling Behind

INFORMED PUBLIC AND THE WEALTHY ARE MUCH MORE LIKELY TO BELIEVE THEY ARE GETTING AHEAD

Keeping Up Getting Ahead

9%

Informed Public Mass Pop.

5%

$100k+ <50k

35

N28. Compared to 5 years ago… Is it now easier or harder to get ahead than it was 5 years ago? (Millennilas n= 508; Gen X n= 508; Baby Boomers n= 633)

Q445G. 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? (Millennilas n= 508; Gen X n= 508; Baby Boomers n= 633)


MOST BELIEVE THAT THE STRUGGLE HAS ONLY GOTTEN MORE DIFFICULT AND FEWER THAN HALF SEE A BRIGHTER FUTURE

17%

23%

60%

Among All

Harder

About the same

Easier

47%

36%

17%

Among All

Worse off

About the same/

not sure

Better off

56% of Millennials

show a youthful

optimism for the future

(vs. just 33% of Baby

Boomers)

YOUNGER GENERATIONS ARE MORE OPTIMISTIC

36

UNEVEN DISTRIBUTION OF TECH SECTOR BENEFITS IN CA, AND THE MIDDLE CLASS AND POOR ARE PAYING THE PRICE

HARMED

QN1. Please indicate whether the growth of the technology sector in California has benefited, harmed, or had no impact on people in each of the following groups. (n=1,538) Population: California adults

Wealthy

76%Believe the growth of

technology has benefited

the wealthy

Middle Class

Poor

32%19%Believe the growth of

technology has

benefited the poor


technology has harmed

the poor

Believe the growth of


the middle class



the middle class



the wealthy

37

SIMILAR UNEVEN DISTRIBUTION OF TECH SECTOR BENEFITS IN THE BAY AREA

HARMED

QN1. Please indicate whether the growth of the technology sector in California has benefited, harmed, or had no impact on people in each of the following groups. Population: Bay Area adults

Wealthy



the wealthy

Middle Class

Poor

37%20%Believe the growth of

technology has

benefited the poor



the poor

Believe the growth of


the middle class



the middle class



the wealthy

38

INEQUALITY IN THE TECH SECTOR IS A HIGH CONCERN, ESPECIALLY IN BAY AREA

QN17. Switching topics slightly, what are your top concerns about the technology industry? Please select all that apply. (n=1,538) Population: California adults

42% of Californians say one

of their top concerns about

the tech industry is that

Tech CEOs and employees

make a lot of money, while

regular people struggle to

make ends meet

41%of people in the Bay Area

believe the tech sector is

creating a society of

“haves” and “have-nots”

vs. 36% statewide

39

WHILE MOST TRUSTED INDUSTRY IN CA, TECH IS NOT INFALLIBLE

54%

53%

50%

42%

36%

31%

29%

27%

16%

13%

Failure to protect from data security threats

People are too focused on their technology and gadgets rather than

real life

Lack of privacy/my data is shared too much

Tech CEOs and employees make a lot of money, while regular people

struggle to make ends meet

It is creating a society of “haves” and “have-nots”

It is moving too fast, without safeguards

It is increasing housing costs

The tech bubble crashing and many people losing their jobs

Lack of diversity at tech companies

It is creating traffic

QN17. Switching topics slightly, what are your top concerns about the technology industry? Please select all that apply. (n=1,538) Population: California adults

Industry issues

Issues that impact

respondents directly

Bay Area: 45%

WORRIES CENTER MORE ON RISKS TO RESPONDENT’S OWN LIFE THAN INDUSTRY IMPERFECTIONS

40

ROLE OF BUSINESS

41QN6. Overall, who do you trust most to address and solve the issues we face in California? Population: California adults

PUBLIC-PRIVATE PARTNERSHIPS PREFERRED OVER ANYONE GOING IT ALONE

34%

31%

20%

15%

Public-private partnerships (i.e. joint projects

between the government and private businesses)

Non-profit organizations

Government

Business

42

LOWER TRUST ON ISSUES THAT ARE LESS RELEVANT TO THEIR BUSINESS AND WORKERS

QN5. Overall, who do you trust more to address and solve the issues we face in California? (n=783)

QN4. For each of the following issues and problems in in California, please indicate who you would trust more to address them, the government or business? (n=783) Population: California adults

IF BUSINESS GETS INVOLVED, WHERE FIRST?

55%

Government

45%

Business

47%

47%

51%

47%

The economy

Income inequality

High housing costs

Transportation

43

CEOS

44

TECH CEOS HAVE MORE LICENSE TO LEAD THAN OTHERS

Q447G. Thinking about company CEOs, please indicate how much you trust CEOs 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”. (Please select one response for each.) (n=1,538) Population: California adults

36%41%

18%19%

40%34%

CEOs in general CEOs of tech companies

+ 5%

Total Distrust (1-4)

Neutral (5)

Total Trust (6-9)Informed Public trust tech CEOs

45

TECH CEOS ARE MORE TRUSTED ACROSS THE STATE, LARGEST GAP IN BAY AREA

Q447G. Thinking about company CEOs, please indicate how much you trust CEOs 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”. (Please select one response for each.) (n=1,538) Population: California adults

45%

41%38%

36% 36%35%

Bay Area LA Area Rest of State

CEOs in general

CEOs of Tech Companies

+9 +5 +3

46

WHY ARE TECH CEOS MORE TRUSTED? THEY ARE MORE SINCERE THAN OTHER CEOS

QN11A (SPLIT A). Please indicate how well each of the following terms apply to CEOs, using a scale from 1 to 9, where 1 means it does not apply at all and 9 means it applies extremely well. (n=783)

QN11B (SPLIT B). Please indicate how well each of the following terms apply to tech CEOs, using a scale from 1 to 9, where 1 means it does not apply at all and 9 means it applies extremely well. (n=783)


12%

12%

11%

10%

10%

7%

6%

6%

5%

4%

4%

4%

2%

-10%

-11%

-13%

Tech CEOs less likely

than other CEOs to be

described negatively

Honest

Innovative

Authentic

Integrity

Competent

Ethical

Collaborative

Compassionate

Generous

Transparent

Inspirational

A role model

Accountable

Arrogant

Greedy

Phony

PROVIDES A LESSON – HONEST AND AUTHENTIC CEOS ARE MORE TRUSTED

47

CEOS IN THE TECH SECTOR ARE TOP OF MIND

QN9. Thinking about CEOs of companies, please name the first 3 that come to mind. If you are unable to think of any, please write N/A. (OPEN END)

QN10. What 1 CEO do you trust the most to do what is right? If you are unable to think of any, please write N/A. (OPEN END)


Marissa Mayer of

Yahoo! Is the only

female in the top 10

CEOs mentioned Top 10

Mark Zuckerberg 18%

Bill Gates 13%

Tim Cook 8%

Steve Jobs 7%

Donald Trump 5%

Elon Musk 4%

Larry Ellison 3%

Marissa Mayer 3%

Warren Buffett 3%

Jeff Bezos 2%

Top 10

Bill Gates 20%

Mark Zuckerberg 17%

Elon Musk 8%

Tim Cook 8%

Donald Trump 7%

Steve Jobs 4%

Warren Buffett 4%

Satya Nadella 2%

Jeff Bezos 2%

Meg Whitman 1%

48

FEW EXPECT CEOS TO BE FEMALE…BUT, SADLY, THEY EVEN OVERESTIMATE

QN16. If you had to guess, what percentage of the CEOs at the 500 largest companies in the US do you think are female? (n=1,538) Population: California adults

Source: http://www.bizjournals.com/bizwomen/news/latest-news/2015/06/the-new-fortune-500-list-gives-a-status-update-on.html

Californians estimate that

females make up 21% of

CEOs at the 500 largest

companies in the US.

In reality, women only

make up 5%.

2016 Edelman Trust Barometer - California Results

Business

Transcript of 2016 Edelman Trust Barometer - California Results