1. Art and Diseño

2015
EDELMAN TRUST BAROMETER
ITALY RESULTS
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Online Survey in 27 Countries
•
33,000 respondents
•
7 years in 20+ markets
•
10 years in 10+ markets
General Online Population
•
1,000 respondents per
country surveyed
•
Ages 18+
•
4 years in 25+ markets
Informed Public
•
500 respondents in U.S.
and China, and 200 in
other countries
•
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 and public policy
•
15 years of data
PG 2
ITALIA IN
RIPRESA:
TRUSTERS
DISTRUSTERS
NEUTRAL
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
2014
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
2015
GLOBAL
56
GLOBAL
55
China
UAE
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
79
79
73
72
69
65
60
60
UAE
India
Indonesia
China
Singapore
Netherlands
84
79
78
75
65
64
Hong Kong
Mexico
Australia
Brazil
Germany
Argentina
U.K.
S. Korea
Sweden
S. Africa
59
59
58
57
57
53
52
51
51
50
Brazil
Mexico
Malaysia
Canada
Australia
France
U.S.
Germany
59
59
56
53
52
52
52
50
U.S.
France
Japan
Italy
Turkey
Ireland
Spain
Russia
Poland
49
46
44
43
41
39
39
37
35
Italy
S. Africa
Hong Kong
S. Korea
U.K.
Argentina
Poland
Russia
Spain
Sweden
Turkey
Ireland
Japan
48
48
47
47
46
45
45
45
45
45
40
37
37
Informed
Public
GLOBAL
TRUSTERS
from 30% to
22% in 2015
DISTRUSTERS
from 33% to
48% in 2015
PG 3
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Informed
Public
TRUSTERS
GLOBAL
NEUTRAL
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
2015
DISTRUSTERS
MA C’E
UN GAP
TRA LA
POPOLAZIONE
GENERALE E IL
PUBBLICO
INFORMATO:
2015
GLOBAL
55
GLOBAL
46
UAE
India
Indonesia
China
Singapore
Netherlands
84
79
78
75
65
64
India
UAE
Indonesia
China
Singapore
68
68
67
63
60
Brazil
Mexico
Malaysia
Canada
Australia
France
U.S.
Germany
59
59
56
53
52
52
52
50
Malaysia
Canada
Netherlands
Mexico
Brazil
53
52
52
51
50
Italy
S. Africa
Hong Kong
S. Korea
U.K.
Argentina
Poland
Russia
Spain
Sweden
Turkey
Ireland
Japan
48
48
47
47
46
45
45
45
45
45
40
37
37
Hong Kong
U.S.
Argentina
Australia
Germany
Italy
S. Africa
Russia
U.K.
France
S. Korea
Sweden
Poland
Spain
Turkey
Japan
Ireland
47
44
43
42
42
42
42
40
39
38
38
37
36
36
35
34
32
General
Population
GLOBAL
Nearly 2/3
of countries are now
DISTRUSTERS
among the General
Online Population
PG 4
FIDUCIA IN CALO IN NGO, BUSINESS, MEDIA,
MA NON NEI GOVERNI
Informed
Public
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
66%
63%
59%
#1
NGOS
2014
#3
MEDIA
2014
#2
2015
53%
57%
51%
2015
2014
45%
BUSINESS
2015
#4
2014
Q11-14. [TRACKING] 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 Publics in 27-country global total.
48%
GOVERNMENT
2015
PG 5
ITALIA IN CONTROTEDENZA: FIDUCIA IN AUMENTO IN
TUTTE LE CATEGORIE
Informed
Public
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN ITALY, 2014 VS.
2015
64%
62%
53%
#1
NGOS
2014
40%
MEDIA
2014
45%
2015
#2
2014
BUSINESS
2015
48%
#3
24%
2015
#4
2014
Q11-14. [TRACKING] 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 Publics in Italy.
28%
GOVERNMENT
2015
PG 6
E PER L’OPINIONE PUBBLICA C’È SOPRATTUTTO
UN “EFFETTO RENZI”
General
Population
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN ITALY, 2014 VS.
2015
53%
54%
49%
#1
NGOS
2014
2015
#3
2014
#2
2014
BUSINESS
2015
41%
43%
MEDIA
48%
18%
2015
#4
2014
Q11-14. [TRACKING] 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 in Italy.
27%
GOVERNMENT
2015
PG 7
4 FATTORI CHIAVE
CONDIZIONANO LA FIDUCIA NELLE IMPRESE
INDUSTRY SECTOR
ENTERPRISE TYPE
BUSINESS
COUNTRY OF ORIGIN
LEADERSHIP
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
PG 8
PAESE D’ORIGINE:
IL “MADE IN ITALY” FRENA
Informed
Public
2015
Most Trusted
76%
75%
75%
74%
70%
69%
68%
65%
62%
51%
51%
50%
50%
38%
Q26-Q42. [TRACKING] 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 is right. Use the
same 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 Publics, 27-country global total.
36%
35%
34%
31%
PG 9
PAESE D’ORIGINE:
L’ITALIA PERDE TERRENO RISPETTO AL 2014
78%
75%
74%
71%
68%
67%
55%
50%
54%
53%
10
Brazil
Spain
South Korea
Italy
France
U.S.
The Netherlands
Japan
U.K.
Canada
Switzerland
Germany
Sweden
42%
38%
36%
35%
34%
Mexico
79%
India
79%
TRUSTED
China
80%
2014
Russia
MOST
Informed
Public
Q26-Q42. [TRACKING] 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 is right. 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”. (Top 4 Box, Trust) Informed Publics, 27-country global total.
PG 10
TIPO DI IMPRESA: IN ITALIA PIU’ FIDUCIA ALLE
AZIENDE FAMILIARI
Informed
Public
TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. ITALY
71%
68%
57%
52%
50%
35%
State-owned
GLOBAL
Big Business
Family-owned
State-owned
Big Business
Family-owned
ITALY
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business
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 Publics, in Italy and 27-country global total.
PG 11
SETTORI INDUSTRIALI:
IN FLESSIONE IL TECH, I MEDIA FANALINO DI CODA
Informed
Public
GLOBAL
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
2014
More Trust
80% 78%
2015
Less Trust
*% of countries in which trust decreased
77% 75%
72% 71%
66% 67% 67% 67% 66% 66%
63% 63% 64% 63% 61% 61% 61%
60% 61% 60%
*
*
*
70%
74%
67%
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is
right. Again please use the same 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 Publics, 27-country global total.
57% 57%
53% 54% 54% 53% 52% 51%
50%
PG 12
LEADERSHIP: ESPERTI E “PERSONE COME ME”
CREDIBILI IL DOPPIO DEI CEO
Informed
Public
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
2014
2015
More Trust
70%
70%
Less Trust
68%
67%
63%
63%
54%
56%
55%
53%
53%
49%
46%
43%
37%
Academic or
Company
A Person Like
Industry Expert Technical Expert
Yourself
NGO
Financial or
Representative Industry Analyst
Regular
Employee
Q130-143. [TRACKING] 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) Informed Publics, 27-country global total.
CEO
38%
Government
Official or
Regulator
PG 13
LEADERSHIP: FORTE GAP ANCHE IN ITALIA
Informed
Public
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN ITALY
2014
2015
More Trust
66%
Less Trust
67%
61%
62%
58%
61%
59%
55%
46%
48%
44%
40%
37%
31%
Academic or
Company
Industry Expert Technical Expert
A Person
Like Yourself
NGO
Financial or
Representative Industry Analyst
Regular
Employee
Q130-143. [TRACKING] 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, Trust) Informed Publics, in Italy.
32%
CEO
30%
Government
Official or
Regulator
PG 14
TRUST AND MEDIA
FONTI MEDIA: MOTORI DI RICERCA BATTONO
MEDIA TRADIZIONALI
Informed
Public
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN ITALY
73%
72%
69%
67%
69%
Online Search Engines
62%
62%
54%
54%
61% Online Media
58%
53%
54%
Traditional Media
57%
50%
44%
45% Social Media
44%
44% Owned Media
38%
2012
2013
2014
Q178-182. 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.” (Top 4 Box, Trust) Informed Publics, in Italy.
2015
PG 16
FONTI MEDIA:
STESSO TREND PER L’OPINIONE PUBBLICA
General
Population
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN ITALY
69%
66%
68%
Online Search Engines
61%
59%
57%
56%
55%
51%
49%
47%
45%
52%
47%
45%
56%
Traditional Media
54% Online Media
48%
Social Media
Owned Media
46%
38%
2012
2013
2014
Q178-182. 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.” (Top 4 Box, Trust) General Population, in Italy.
2015
PG 17
Informed
Public
LE FONTI ONLINE PRIMA DI TUTTO
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
NEWSPAPERS
TELEVISION
The First Source for
General Information
ONLINE SEARCH
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
52%
45%
48%
35%
34%
45%
38%
30%
27%
26%
33%
20%
19%
14%
15%
2013
2014
2015
19%
18%
13%
11%
12%
12%
11%
11%
12%
8%
2013
2014
2015
2013
2014
9%
7%
2015
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics,
Informed Publics, in Italy.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in Italy.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about
business? Informed Publics, in Italy.
PG 18
STESSO TREND PER L’OPINIONE PUBBLICA
General
Population
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
NEWSPAPERS
TELEVISION
The First Source for
General Information
ONLINE SEARCH
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
43%
32%
33%
34%
39%
41%
46%
48%
42%
25%
21%
23%
18%
26%
16%
2013
2014
2015
13%
18%
2013
13%
16%
2014
16%
12%
11%
14%
2015
2013
13%
12%
2014
13%
11%
2015
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics,
General Population, in Italy.
Q184. What is the first source you go to for breaking news about business? General Population, in Italy.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about
business? General Population, in Italy.
PG 19
CREATORI DI CONTENUTI:
FIDUCIA SOPRATTUTTO AGLI AMICI E ALLA FAMIGLIA
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
TRUSTED
My friends and family
NEUTRAL
An academic expert
63%
56%
Companies I use
53%
Employees of a company
DISTRUSTED
50%
A journalist
38%
A company CEO
36%
A well-known online personality
36%
Brands I don't use
29%
Elected officials
29%
Celebrities
29%
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo,
Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box,
Trust) Informed Publics, in Italy.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the
information posted from each of the following authors or content creators? Informed Publics, in Italy.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post,
Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators?
Informed Publics, in Italy.
PG 20
SOCIAL MEDIA: STESSO TREND PER PUBBLICO
INFORMATO E POPOLAZIONE GENERALE
General
Population
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
TRUSTED
My friends and family
NEUTRAL
An academic expert
63%
53%
Companies I use
DISTRUSTED
50%
Employees of a company
44%
A journalist
37%
A well-known online personality
37%
A company CEO
30%
Brands I don't use
26%
Elected officials
26%
Celebrities
24%
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo,
Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box,
Trust) General Population, in Italy.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the
information posted from each of the following authors or content creators? General Population, in Italy.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post,
Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators?
General Population, in Italy.
PG 21
SOCIAL MEDIA:
IN ITALIA COME IN TUTTO IL MONDO
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
TRUSTED
My friends and family
72%
An academic expert
NEUTRAL
70%
Companies I use
60%
A journalist
53%
Employees of a company
DISTRUSTED
52%
A company CEO
46%
A well-known online personality
45%
Elected officials
Celebrities
Brands I don’t use
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo,
Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top
4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you consume on content
sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content
creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information you consume on online-only news
and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted
from each of the following authors or content creators? Informed Publics, 27-country global total.
40%
34%
32%
PG 22
TRUST AND
INNOVATION
IN BUSINESS
FIDUCIA NELL’INNOVAZIONE:
“TROPPO VELOCE” PER LA MAGGIORANZA
Informed
Public
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
28% Too Slow
19% Just Right
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, 27-country global total.
51% Too Fast
PG 24
FIDUCIA NELL’INNOVAZIONE:
SORPRESA, PER NOI ITALIANI E’ TROPPO LENTA
Informed
Public
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN ITALY TODAY IS …
43% Too Slow
15% Just Right
40% Too Fast
GLOBALLY 51% FEEL THAT INNOVATION IS MOVING TOO FAST. IN ITALY IT IS THE OPPOSITE, 43% FEEL THAT
INNOVATION IS MOVING TOO SLOW. WE ARE READY FOR A CHANGE!
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, in Italy.
PG 25
Informed
Public
FIDUCIA NELL’INNOVAZIONE
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN ITALY
Make test results available publicly for review
71%
Partner with an academic institution
68%
47% AGREE:
Run a clinical trial or beta test
68%
New developments
are not tested
enough
Partner with an NGO
61%
Partner with government
46%
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in Italy.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business
and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed
Publics, in Italy.
PG 26
FIDUCIA NELL’INNOVAZIONE:
COME CAMBIANO I COMPORTAMENTI
Informed
Public
BEHAVIOR BASED ON TRUST IN ITALY
Distrusted Companies
-58%
-54%
Trusted Companies
Refused to buy products/services
Criticized them to a friend/colleague
68%
Chose to buy products/services
Recommended them to a friend/colleague
51%
Shared positive opinions online
Paid more for
products/services
-36%
Shared negative
opinions online
-11%
I sold
shares
Defended company
I bought
shares
57%
40%
33%
17%
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. Informed Publics, Italy.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies
that you do not trust? Please answer yes or no to each action. Informed Publics, Italy.
PG 27
COSTRUIRE E DIFENDERE LA FIDUCIA
Informed
Public
81%
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”
Reasons Trust in
Business Has Increased
in ITALY
agree
Reasons Trust in
Business Has Decreased in
ITALY
49%
47%
47%
39%
53%
47%
46%
38%
Produces Economic
Growth/Contributes
to the Greater Good
Allows Me to Be a
Productive
Member of Society
Helps Me and My
Family Live a
Fulfilling Life
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Allow Me to
Be a Productive
Member of Society
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year?
(Top 4 Box, Trust) Informed Publics, in Italy. Q330-331. For which of the following reasons, if any, has your trust in each institution
listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Italy.
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in
Italy.
PG 28
IL CAMBIAMENTO E’ UN FATTO TECNOLOGICO
CHE NON RENDE MIGLIORE IL MONDO NÉ LA VITA
Informed
Public
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
Technology
70%
Business Growth Targets
66%
Greed/Money
54%
Personal Ambition
35%
Improve People's Lives
Make the World a Better Place
30%
24%
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today?
Informed Publics, 27-country global total.
PG 29
BUSINESS INNOVATION:
NON ABBASTANZA
REGOLAMENTATA
2014 TRUST BAROMETER:
51%
say the most important
role for government in business is
to protect consumers and regulate business
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
NOT ENOUGH REGULATION
Informed
Public
TOO MUCH REGULATION
54%
54%
53%
52%
46%
40%
24%
15%
Business
Financial Services
Industry
16%
Health Industry
20%
Technology Industry
17%
Energy Industry
14%
Food and Beverage
Industry
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not
Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy
industry / food and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not
Enough, Too much) Informed Publics, 27-country global total.
PG 30
PG 31