2018 Edelman Trust Barometer Special Report: Trust in Brand China

#TrustBarometer
2018 Edelman
Trust Barometer
Special Report:
Trust in Brand China

Online Survey in 28 Markets
18 years of data
33,000+ respondents total
All fieldwork was conducted between
October 28 and November 20, 2017
2
Methodology
2018 Edelman
Trust Barometer
General Online Population
7 years in 25+ markets
Ages 18+
1,150 respondents per market
All slides show general online
population data unless otherwise noted
Mass Population
All population not including informed public
Represents 85% of total global population
Informed Public
10 years in 20+ markets
Represents 15% of total global
population
500 respondents in U.S. and China;
200 in all other markets
Must meet 4 criteria:
Ages 25-64
College educated
In top 25% of household income per
age group in each market
Report significant media consumption
and engagement in business news
28-marketglobal data margin oferror: General population +/- 0.6%
(N=32,200),half-sample global general online population +/- 0.8
(N=16,100).Market-specific data margin oferror: General population +/-
2.9 (N=1,150).
Trust in Brand China survey data margin oferror: Global 9 Total +/-
1.0% (N=9,000), market-specific data +/- 3.1% (N=1,000).
Special Report:
Trust in Brand China
1,000 respondents in each of 10 markets: China,
and Brazil, Germany, Japan, India, Indonesia,
Russia, S. Africa, U.K., and U.S. (9-market global
totals include the 9 markets not including China)
All fieldwork was conducted online between March 8
and March 11, 2018

Brand China’s
Trust Challenge

Source: 2018 Edelman TrustBarometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific countries.Please indicate
how much you trustglobal companies headquartered in the following countries to do what is right. Use the same nine -pointscale, where one means that
you “do not trust them at all” and nine means thatyou “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample.General
population,26-marketglobal total (excludes China and Colombia),9-marketglobal total,and China.
4
Trust in companies headquartered in China, among Chinese respondents vs.
respondents outside China, from 2014 to 2018
Trust in Brand China Rising at Home, Flat Globally
74 73
76
83
90
32 31 31 32
33
34 34 33
36
34
2014 2015 2016 2017 2018
40 pt.
trustgap
56 pt.
trustgap
26-market global average
trust in Brand China
China trust in
Brand China
9-market global average
trust in Brand China

Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q9. Below is a listof statements.For each one, please rate how much you
agree or disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree).
General population,9-marketglobal total,and China.
5
Belief in China as Force for Good
Strong at Home—Not Yet Shared Globally
“
If China’s power and
influence keeps growing
it will be good for world peace
and economic stability
In China
94%
agree
9-market
Global average
39%
agree

Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 i s right. Use the same nine-
pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust them a greatdeal”. (Top 4 Box, Trust). General population,9-
marketglobal total.
6
Percent who trust global companies headquartered in China
Brand China Not Trusted in 9 Countries Surveyed
83
39
14
21
26
32
40
49 51
58 59
China
Global9
Japan
Germany
U.S.
U.K.
S.Africa
Russia
India
Brazil
Indonesia
TrustNeutralDistrust
Chinesecompanies
face a 44-pointtrust
disadvantage abroad

50%
45%
My perception of Chinese
companies has significantly
improved over the past few years
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q3. Below is a listof statements.For each one, please rate how much you agree or
disagree with thatstatementusing a nine-pointscale where one means “stronglydisagree” and nine means “stronglyagree”.(Top4 Box, Agree). General population,9-
marketglobal total.
7
Percent who agree
Positive Momentum in Key Markets—But Not
Yet Shared in Japan and the West
81
25
30 31
38
46
51
56
59
66
China
Japan
U.S.
Germany
U.K.
S.Africa
Brazil
India
Indonesia
Russia

Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q5. We would like you to think about the CEOs of Chinese companies.Please indicate how
much you trust the following CEOs to do what is right. Use the following nine-pointscale where one means thatyou “do not trust them at all” and nine means thatyou “trust
them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total.
8
Percent who trust CEOs of Chinese companies in
general to do what is right
CEOs of Chinese Companies
Not Trusted Outside China
81
34
11
19
22 23
33
42
45
52 54
China
Global9
Japan
Germany
U.S.
U.K.
S.Africa
Brazil
Russia
India
Indonesia

c c c c c c c c c c% trust in home
country companies 67 62 65 86 64 58 80 60 59 66
% trust in
Chinese companies 39 14 21 51 32 26 59 40 49 58
Global9
Japan
Germany
India
U.K.
U.S.
Indonesia
S.Africa
Russia
Brazil
c c c c c c c c c c
28 48 44 35 32 32 21 20
10 8
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. 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 whatis right. Use the sam e nine-pointscale where one means that
you “do not trust them at all” and nine means thatyou “trust them a great deal”.(Top 4 Box, Trust). General population,9-marketglobal total.
9
Percentage point gap between trust in global companies headquartered in
respondent’s home country and trust in global companies headquartered in China
Brand China Faces Significant Trust Deficit
Against Native Brands in Key Export Markets
Trust
Gap

50%
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q2. Please rate global companies headquartered in China on how well you think they are
performing in general on each of the following attributes.Use a nine-pointscale where one means theyare “performing extremelypoorly” and nine means theyare
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.
11
Percent who say companies headquartered in China performing well on this attribute
Chinese Companies Seen as Job Creators
OPERATIONS | CUSTOMERS | SOCIETY
53%
Say Chinese companies
create many new jobs
86
38 39 40
48 50
62
65 67 69
China
Japan
U.S.
Germany
U.K.
S.Africa
Brazil
Russia
India
Indonesia

50%
12
Chinese Companies Seen as Offering Good Value
50%
Say Chinese companies offer
good value for the money
82
28
40
45 45
51 53
57
65
68
China
Japan
U.S.
Germany
S.Africa
U.K.
Brazil
Russia
India
Indonesia

50%
13
Chinese Companies Understand Customer Needs
53%
Say Chinese companies
understand what people in our
country want
84
28
43 44
49
53
56
63
71 72
China
Japan
U.S.
Germany
U.K.
Brazil
S.Africa
Russia
India
Indonesia

50%
14
Chinese Companies Seen as Innovators
54%
Say Chinese companies are
innovators of new products,
services or ideas
85
27
42 44
52
60 61
65 67
73
China
Japan
U.S.
Germany
U.K.
Brazil
S.Africa
Russia
Indonesia
India

50%
marketglobal total.
15
Percent who agree
Chinese Companies Make
Advanced Technology Affordable
59%
Say Chinese companies do a
good job making advanced
technology affordable for the
average person
78
27
51 54
60 62
67 68 69 71
China
Japan
U.S.
Germany
U.K.
Brazil
Russia
S.Africa
Indonesia
India

Opportunities for
Growing Trust

50%
Average of “Treat employees well” and “Paytheir workers fairly”.
17
Concerns About Treatment of Employees
36%
Say Chinese companies treat
employees well and pay their
workers fairly
81
18
21
24 26
29
39
47
61 61
China
Germany
Japan
U.S.
U.K.
S.Africa
Brazil
Russia
India
Indonesia

50%
“performing extremelywell”.(Top 4 Box, Performing well).General population,9-marketglobal total.Average of “Have ethical business practices” and “Have transparent
and open business practices”.
Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusing a nine-pointscale where one means
“stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total.
18
Concerns About Business Practices
37%
Say Chinese companies have
ethical, transparent and open
business practices
More than 1 in 2
believe many Chinese companies unfairly use
innovations, copyrighted ideas and technology
that belong to others for their own profit
79
17 17
26 26
34
45 47
58
62
China
Germany
Japan
U.K.
U.S.
S.Africa
Brazil
Russia
India
Indonesia

50%
19
Concerns About Environmental Impact
34%
Say Chinese companies protect
and improve the environment
76
16
19
25 25
31
38 40
57 58
China
Japan
Germany
U.K.
U.S.
S.Africa
Brazil
Russia
Indonesia
India

50%
marketglobal total.
20
Percent who agree
Unsure if Chinese Companies
Making World a Better Place
37%
Say Chinese companies are
making the world a better place
85
17
27
29 32
35
43 45
51 51
China
Japan
U.S.
Germany
U.K.
S.Africa
Brazil
Russia
India
Indonesia

Building a Trusted
Brand China

61
16
Favorable Unfavorable
22
Percent of respondents who trust Chinese companies, comparing those who view
China’s role on the world stage favorably to those with an unfavorable perception
Trust in Chinese Companies Multiplies With
Favorable View of China’s Role on World Stage
Respondents with
favorable views of China’s
influence are nearly
4xmore likely to trust
Chinesecompanies
“Favorable” respondents agree that:
• China’s increasing economic influence in
the world is beneficial for their country
• If China’s power and influence keeps
growing, it will be good for world peace and
global economic stability
• China is a good global citizen
Trust Chinese companies
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q1. Now we would like to focus on global companie s headquartered in specific countries.Please indicate how
much you trust global companies headquartered in the following countries to do whatis right. Use the same nine-pointscale where one means thatyou “do not trust them at all” and nine means
that you “trust them a greatdeal”. (Top 4 Box, Trust;). General population,9-marketglobal total,among those who view China unfavorably and those who view China favorably. Favorability
Scale built from Q9. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatem entusing a nine-pointscale where one means “stronglydisagree”
and nine means “stronglyagree”.(Top 4 Box, Agree). Unfavorable: average < 4.5 on all three statements shown above;favorable: average > 5.5 on all three statements shown above.

23
Percent who agree or disagree China’s One Belt
and One Road economic development initiative
will have a positive impact on the world
‘One Belt and One Road’ Initiative Seen
as Positive—But Awareness Still Low
4
78
94
90 89 87 85
77
67
59
48
China
9-market
total
Germany
S.Africa
U.K.
U.S.
Brazil
Russia
Indonesia
Japan
India
Percent who have not heard of the initiative
16%
Neutral
55%
Positive impact
28%
Not a positive impact
Source: 2018 Edelman TrustBarometer:Special Report:Trustin Brand China.Q7. Have you heard about China’s One Beltand One Road economic development
initiative? (Sum of “No” and “Not sure”).Q8. Please rate how much you agree or disagree with the following statementusing a nine-pointscale where one means “strongly
disagree” and nine means “stronglyagree”.(Top 4 Box, Agree), question asked ofthose who are aware of the initiative. General population,9-marketglobal total.

50%
General population,9-marketglobal total.
24
Percent who agree
Tell Your Story
58%
Say it is difficult for people to
get to know Chinese
companies because they do
not regularly tell us about
themselves
Nearly 6 in 10 agree
“Most of what I know about Chinese
companies is based on what I see in the
media rather than on personal experience.”
54
44
53
57 57 58 59
63 64 65
China
Japan
Brazil
Indonesia
Russia
U.S.
S.Africa
Germany
India
U.K.

50%
Source: 2018 Edelman TrustBarometer Special Report:Trustin Brand China.Q6. Thinking back over the past12 months,have any of the following
happened? Please indicate your answer using the five-pointscale below (Code 5,I have definitely done this).General population,9-marketglobal total.
Callout:Q3. Below is a listof statements.For each one, please rate how much you agree or disagree with thatstatementusin g a nine-pointscale where
one means “stronglydisagree” and nine means “stronglyagree”.(Top 4 Box, Agree). General population,9-marketglobal total.
.
25
Percent who have definitely done the following over the past 12 months
Promote Your Brand
41%
Over the past 12 months, I have
used a product or service from a
Chinese company
75
18
27
33 33
44 46
49
55
61
China
Japan
U.K.
Germany
U.S.
Brazil
India
Indonesia
S.Africa
Russia
43%
agree that “There is at least one
Chinese brand that I considerto
be the bestin the world”

50%
General population,9-marketglobal total.
26
Percent who agree
Share Your Values
29%
Say the values and views of most
Chinese companies match my own
74
12
19
23 24 24
31 33
45
48
China
Japan
Germany
U.K.
S.Africa
U.S.
Brazil
Russia
India
Indonesia

The Future of Brand China
Requires Both Action and Communication
27
Build on Strengths Address Opportunities Tell Your Story
Job creation
Good value
Customer satisfaction
Innovation
Affordable technology
Employee relations
Transparency and ethics
Environmental impact
Global citizenship
Benefits of China’s growth for
rest of world
One Belt and One Road
Values and views

Supplementary Data
2018 Edelman Trust Barometer
Special Report: Trust in Brand China

29
Percent who say companies headquartered in China are performing well on each attribute
Perceptions of Brand China in Detail
China
Global9
Perception
Gap
Brazil
Germany
India
Indonesia
Japan
Russia
S.Africa
U.K.
U.S.
Product attributes
Innovators of new products, services or ideas 85 54 -31 60 44 73 67 27 65 61 52 42
Understand what people in our country want 84 53 -31 53 44 71 72 28 63 56 49 43
Offer good value for the money 82 50 -32 53 45 65 68 28 57 45 51 40
Offer high quality products or services 85 44 -41 49 34 60 63 22 52 38 43 35
Business practices
Train employees to be part of the workforce of the future 85 50 -35 49 37 71 68 23 60 56 44 39
Have ethical business practices 80 38 -42 47 17 59 62 17 49 35 26 26
Transparent and open business practices 78 36 -42 42 17 56 61 17 44 32 26 26
Treat employees well 81 36 -45 38 19 61 61 20 47 29 26 24
Pay their workers fairly 81 36 -45 40 17 60 60 22 47 28 25 24
Leadership
Highly-regarded and widely admired top leadership 82 43 -39 49 31 64 62 23 54 41 33 31
CEOs are leaders in the community beyond their business 78 42 -36 45 27 63 63 24 52 36 33 30
Strong attribute (50% or greater)
Weak attribute (25% or less)

30
Percent who say companies headquartered in China are performing well on each attribute
Perceptions of Brand China in Detail
China
Global9
Perception
Gap
Brazil
Germany
India
Indonesia
Japan
Russia
S.Africa
U.K.
U.S.
Customer engagement
Listen to customer needs and feedback 81 46 -35 55 33 66 66 26 65 41 31 30
Have a public image or heritage I appreciate and relate to 79 40 -39 49 22 62 59 18 57 37 26 27
Invite the public to help shape products, services or policies 79 39 -40 42 21 62 63 21 54 34 26 26
Encourage and facilitate interactions with the public 79 38 -41 44 20 59 63 20 53 34 26 26
Purpose and social responsibility
Create programs to benefit communities where they operate 80 39 -41 42 23 63 62 19 51 36 28 27
Protect and improve the environment 76 34 -42 38 19 58 57 16 40 31 25 25
Good citizenship
Create many new jobs 86 53 -33 62 40 67 69 38 65 50 48 39
Respect our country its traditions and its people 83 43 -40 56 33 59 63 23 55 37 36 30
The profits they make in this country stay in this country 72 39 -33 48 28 58 55 33 49 27 28 29
Pay their fair share of taxes 79 38 -41 44 23 59 59 21 45 34 30 29
Strong attribute (50% or greater)
Weak attribute (25% or less)

2018 Edelman Trust Barometer Special Report: Trust in Brand China

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2018 Edelman Trust Barometer Special Report: Trust in Brand China