Tokyo, just outside the Edelman office.
My colleagues Ross Rowbury and Alan Vandermolen launched the Trust Barometer findings for Japan in Tokyo today.
It is difficult to know quite where to begin when discussing the Trust Barometer results for Japan this year. Japan was always one of our more stable trust markets, but this year in the wake of the earthquake, tsunami and the Fukashima fallout, trust has plummeted. Some headlines:
- Trust in Government has halved and is down 25%, probably not surprising given the anemic (at best) communication and rebuild efforts in the wake of the disasters
- Trust in NGOs is down from 51% to 30%, possibly driven by anger at their perceived inefficiency in getting relief to the disaster victims and some issues around administration fees being deducted from donations
- Trust in media fell from 46% (already one of the lowest in Asia Pacific) to 36%
- Trust in business also fell but less dramatically, but certain sectors saw huge drops. Least surprising was the fact that Energy went from 75% trusted ‘to do what is right’ to 29%; trust in media (as a business rather than an ‘institution’) went from 54% to 33% – just reward perhaps for what some perceived as slow reporting of the disasters in comparison to what was being offered by international media at the time; and Banks from 71% to 51%. These are big drops in the history of our study.
- But the biggest of all is the fact that only 8% of Japanese trust Government officials to tell the truth. Or put another way, 92% expect to be lied to. This equals the lowest score ever in the 12 year history of the Trust Barometer.
Ross Rowbury, GM Edelman Japan
About the Study
The 2012 Edelman Trust Barometer includes responses from over 30,000 people across 25 countries. The survey, which is in its 12th year, now also includes responses from 1000 general publics (as distinguished from informed publics) in each surveyed market. Steve Lombardo, the CEO of StrategyOne – Edelman’s Independent Research Firm – explains in this video how the 2012 Edelman Trust Barometer was designed, and the opportunities to analyze trust around the world, and across a variety of industries, that the survey data provides.