爱德曼信任度调查2021年度中国报告.pdf

227-market global data margin of error:General population+/-0.6%(N=31,050);informed public+/-1.3%(N=6,000);mass population+/-0.6%(N=25,050+);half-sample global general online population+/-0.8%(N=15,525).Country-specific data margin of error:General population+/-2.9%(N=1,150);informed public+/-6.9%(N=min 200,varies by country),except for China and U.S.+/-4.4%(N=500)and Nigeria+/-9.8%(N=100);mass population+/-3.0%to 3.6%(N=min 736,varies by country),except for Nigeria+/-2.9%(N=1,125).U.S.Post-Election Supplement margin of error:+/-2.5%(N=1,500).U.S.Post-Election Supplement ethnicity-specific data margin of error:Non-Hispanic White+/-3.3%(N=894);all others+/-4.0(N=607).Methodology21st ANNUAL EDELMAN TRUST BAROMETER General Online Population1,150respondents per countryAges 18+All slides show general online population data unless otherwise notedInformed PublicMass Population500 respondents in U.S.and China;100 respondents in Nigeria;200 in all other countriesRepresents 17%of total global populationMust meet 4 criteria:Age 25-64College-educatedIn top 25%of household income per age group in each countryReport significant engagement in public policy and business newsAll population not including informed publicRepresents 83%of total global population*The 2021 Trust Barometer 27-market global averages(for the general population,mass population and informed public)do not include NigeriaU.S.Post-Election Supplement1,500 U.S.respondents,fielded December 14 to 18,2020Online survey in 28 countries*33,000+respondents2021 Edelman Trust Barometer fieldwork conducted from October 19 to November 18,20203全球27个国家和地区调查数据误差范围：普通网民群体：+/-0.6%(受访者人数=31,050)；有识公众：+/-1.3%(受访者人数=6,000)；普通公众：+/-0.6%(受访者人数超过25,050+)；全球在线受访样本量的一半：+/-0.8%(受访者人数=15,525)。每个国家和地区调查数据误差范围：普通网民群体受访者：+/-2.9(受访者人数=1,150)；有识公众：+/-6.9%(受访者人数200名起，各国和地区受访者人数不同)，其中中国和美国：+/-4.4%（受访者人数=500），以及尼日利亚：+/-9.8%（受访人数=100）；普通公众：+/-3.0%-3.6%(受访者人数736名起，各国和地区受访者人数不同)，除了尼日利亚：+/-2.9%（受访人数=1,125）美国总统选举后补充人数误差范围：+/-2.5%（受访人数=1,500）美国总统选举后补充人数特定种族误差范围：非西班牙裔白人+/-3.3%（受访人数=894）；所有其他人群+/-4.0%（受访人数=607）调查方法第二十一次爱德曼信任度调查普通线上受访者1,150每个国家和地区受访者数量年龄 18+除特别注明，该报告所有“总体”的数据都指对普通线上受访者的调查情况有识公众普通公众美国和中国各有500位有识公众；尼日利亚有100名有识公众；其余每个国家和地区有200位有识公众占目标受访群体的17%有识公众的四个标准：年龄在25-64岁之间 大专以上学历 家庭收入在该市场的对应年龄层位于前25%水平 经常阅读并参与讨论时政和商业新闻除有识公众以外的所有受访者占目标受访群体的83%*爱德曼信任度调查2021年度中国报告中全球27个受访国家和地区(对于普通受访者,普通公众和有识公众)中不包括尼日利亚美国总统选举后补充人数1,500名美国受访者数据于2020年12月14-18日之间收集在全球28个市场进行在线调研*逾3.3万名受访者执行工作于2020年10月19日至11月18日间完成421 YEARS OF TRUST 20012002200320042005200620072008200920102011Rising Influence of NGOsFall of the Celebrity CEOEarned Media More Credible Than AdvertisingU.S.Companies in Europe Suffer Trust DiscountTrust Shifts from“Authorities”to PeersA“Person Like Me”Emerges as Credible SpokespersonBusiness More Trusted Than Government and MediaYoung People Have More Trust in BusinessTrust in Business PlummetsPerformance and Transparency Essential to TrustBusiness Must Partner With Government to Regain Trust2012201320142015201620172018201920202021Fall of GovernmentCrisis of LeadershipBusiness to Lead the Debate for ChangeTrust is Essential to InnovationGrowing Inequality of TrustTrust in CrisisThe Battle for TruthTrust at WorkTrust:Competenceand EthicsDeclaring Information Bankruptcy521年信任度调查回顾20012002200320042005200620072008200920102011NGO的信任度上升明星CEO的信任度下降口碑比广告更具可信度美国企业在欧遭受信任危机信任从“权威”向“同行”转变“像我一样的人”逐渐成为可信的发言人企业较政府及媒体更具信任度有影响力的年轻人对于企业更为信任企业需与政府合作重获信任信任成为企业经营中不可或缺的一部分权威人士信任度上升2012201320142015201620172018201920202021政府信任度降低领导者信任危机企业引导变革信任对于创新至关重要信任失衡加剧信任危机真相之战信任与就业信任:能力与道德规范信息之“疫”PANDEMIC PUTS TRUST TO THE TEST疫情 让信任备受考验8China +/-Jan 2020 to May 2020+/-May 2020 to Jan 2021Business+9-21Government+5-13NGOs+12-21Media+9-19556156Jan 2020May 2020Jan 2021Trust Index,11 countries included in the 2020 Trust Barometer Spring UpdateSPRING TRUST BUBBLE BURSTS2021 Edelman Trust Barometer.The Trust Index is the average percent trust in NGOs,business,government and media.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,11-mkt avg.Distrust(1-49)Neutral(50-59)Trust(60-100)Change,wave to wave+6-5Global 11-0+/-May 2020 to Jan 2021Government-8Media-6NGOs-6Business-3-21-3-6-6-13-21-19-8Government was the most trusted institution in May,then lost its lead 6 months later9+/-2020年5月 至 2021年1月政府媒体非政府组织企业5561562020年1月2020年5月2021年1月 2020年春季信任度调查报告中包含的11个市场的信任度指数变化去年春季报告后信任下降2021年度爱德曼信任度调查“信任度指数”是一个国家/地区的民众对其政府、企业、媒体和非政府组织（NGO）的信任度平均值。对于以下机构，请用1-9分的分值表明多大程度上你信任该机构会做正确的事情？前4项表示信任。本数据来源对全球11个国家和地区的受访者的调查。General population,11-mkt avg.不信任(1-49)信任度中等(50-59)信任(60-100)两次调查之间的变化+6-5全球11个市场-0+-3-6-6-8在5月，政府是最受信任的机构，但在6个月以后却不再处于领先地位中国+/-2020年1月至2020年5月+/-2020年5月至2021年1月企业+9-21政府+5-13非政府组织+12-21媒体+9-19-21-13-21-1910808970Jan 2020May 2020Jan 2021748665Jan 2020May 2020Jan 2021909582Jan 2020May 2020Jan 2021829170Jan 2020May 2020Jan 2021Percent trust,in ChinaTRUST DECLINES ACROSS ALL INSTITUTIONS FOLLOWING SPRING SURGE2021 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 population,China.Distrust(1-49)Neutral(50-59)Trust(60-100)Change,wave to wave-0+-13+5BusinessGovernmentNGOsMedia-21+12-19+9-21+911808970748665909582829170中国受访者对四类机构的信任度变化2021年度爱德曼信任度调查对于以下机构，请用1-9分的分值表明多大程度上你信任该机构会做正确的事情？共9分，前4分表示信任。本数据来源对中国受访者调查。-13+5企业企业政府政府非政府组织非政府组织媒体媒体-21+12-19+9-21+9中国受访者对四类机构的信任度百分比不信任(1-49)信任度中等(50-59)信任(60-100)两次调查之间的变化-0+2020年1月2020年5月2021年1月2020年1月2020年5月2021年1月2020年1月2020年5月2021年1月2020年1月2020年5月2021年1月1256Global 2777India72China72Indonesia69Saudi Arabia68Singapore67UAE66Malaysia63The Netherlands61Thailand59Australia59Kenya59Mexico56Canada53Germany52Italy51Brazil50Ireland48Colombia48France48S.Africa48U.S.47Argentina47S.Korea45Spain45UK40Japan31Russia2021 Edelman Trust Barometer.The Trust Index is the average percent trust in NGOs,business,government and media.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,27-mkt avg.Trust IndexA TRUST RECKONING FOR CHINA AND THE U.S.54Global 2782China79India73Indonesia66Thailand65UAE62Mexico62Singapore61Saudi Arabia60Malaysia57Kenya57The Netherlands53Canada53Colombia51Brazil50S.Korea49Argentina49Italy47Australia47U.S.46Germany45France45Ireland45Spain44S.Africa42Japan42UK30Russia16 countries gained trust,9 countries lost trust2020General population2021General populationYtY Change-20-10-1+8+6+2+6+6-5+12+2-3+3+7+3+5-5+3+4+1-2-30+3-2+1+2Record year-over-year decline in Chinas Trust IndexDistrust(1-49)Neutral(50-59)Trust(60-100)Change,2020 to 2021-0+1356全球27个国家77印度72中国72印度尼西亚69沙特阿拉伯68新加坡67阿联酋66马来西亚63荷兰61泰国59澳大利亚59肯尼亚59墨西哥56加拿大53德国52意大利51巴西50爱尔兰48哥伦比亚48法国48南非48美国47阿根廷47韩国45西班牙45英国40日本31俄罗斯来源：2021年度爱德曼信任度调查“信任度指数”是一个国家/地区的民众对其政府、企业、媒体和非政府组织（NGO）的信任度平均值。对于以下机构，请用1-9分的分值表明你的信任程度。前四项表述信任；本数据来源于对全球27个国家和地区的普通线上受访者的调查。信任度指数大国的信任动荡54全球27个国家82中国79印度73印度尼西亚66泰国65阿联酋62墨西哥62新加坡61沙特阿拉伯60马来西亚57肯尼亚57荷兰53加拿大53哥伦比亚51巴西50韩国49阿根廷49意大利47澳大利亚47美国46德国45法国45爱尔兰45西班牙44南非42日本42英国30俄罗斯16个国家信任度提升9个国家信任度下降2020全部受访者受访者2021全部受访者信任度差值-20-10-1+8+6+2+6+6-5+12+2-3+3+7+3+5-5+3+4+1-2-30+3-2+1+2中国的信任度指数出现创纪录的同比下降不信任(1-49)信任度中等 (50-59)信任 (60-100)2020至2021年的变化-0+14Mass population 16 points less trusting 68Global 2786India86Saudi Arabia83Indonesia82China79The Netherlands79UAE78Malaysia77Australia76Singapore75Thailand66Italy66Mexico65France65Kenya65S.Africa64Canada63Ireland62Brazil62Germany62U.S.59Colombia59S.Korea59UK57Spain56Argentina52Japan52Nigeria*41Russia2021 Edelman Trust Barometer.The Trust Index is the average percent trust in NGOs,business,government and media.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.Informed public and mass population,27-mkt avg.*Nigeria not included in the global averageTrust Index TRUST INEQUALITY SPREADS FURTHERTrust gap16141519191014151771019229101531515132012211318161613132021Informed public2021Mass population Record trust inequality52Global 2768China68Indonesia67India67Saudi Arabia66Singapore65UAE63Malaysia62The Netherlands58Kenya56Mexico56Thailand55Australia55Canada52Germany51Italy49Nigeria*48Ireland47Brazil46Colombia45France44Argentina44S.Africa44Spain44U.S.43S.Korea43UK39Japan28Russia7212012DOUBLE-DIGIT TRUST INEQUALITY IN RECORD NUMBER OF COUNTRIESGlobal 22Nr.of countries with double-digit trust inequalityDistrust(1-49)Neutral(50-59)Trust(60-100)202115普通公众的信任度落后16点68全球27个国家86印度86沙特阿拉伯83印度尼西亚82中国79荷兰79阿联酋78马来西亚77澳大利亚76新加坡75泰国66意大利66墨西哥65法国65肯尼亚65南非64加拿大63爱尔兰62巴西62德国62美国59哥伦比亚59韩国59英国57西班牙56阿根廷52日本52尼日利亚*41俄罗斯来源：2021年度爱德曼信任度调查“信任度指数”是一个国家/地区的民众对其政府、企业、媒体和非政府组织（NGO）的信任度平均值。对于以下机构，请用1-9分的分值表明多大程度上你信任该机构会做正确的事情？1分代表“完全不信任”，9分代表“完全信任”；本数据来源于对全球27个国家和地区的有识公众和普通公众的调查。*尼日利亚不在调查国家范围之内 信任度指数 信任度失衡加剧信任度差值16141519191014151771019229101531515132012211318161613132021有识公众2021普通公众信任度差值历史高位52全球27个国家68中国68印度尼西亚67印度67沙特阿拉伯66新加坡65阿联酋63马来西亚62荷兰58肯尼亚56墨西哥56泰国55澳大利亚55加拿大52德国51意大利49尼日利亚*48爱尔兰47巴西46哥伦比亚45法国44阿根廷44南非44西班牙44美国43韩国43英国39日本28俄罗斯7212012信任度差值达两位数的国家数量达历史新高全球22个国家信任失衡值达到两位数的国家数量2021不信任(1-49)信任度中等 (50-59)信任 (60-100)16Net changeMore ImportantLess Important Improving our healthcare system+506010 Finding ways to combat fake news+455712 Addressing climate change+445612 Improving our education system+435512 Addressing poverty in this country+425311 Protecting peoples individual freedoms+415312 Closing the economic and social divide+374912 Addressing discrimination,racism+324513Change in importance since last year(more important minus less important)INCREASED URGENCY TO ADDRESS FOUNDATIONAL PROBLEMS2021 Edelman Trust Barometer.IMP_POL_PRIORITIES.For each of the following issues and challenges,please indicate whether our country addressing it has become more important to you,less important to you,or has stayed the same in importance,since last year.5-point scale;top 2 box;more important;bottom 2 box,less important.General population,China.Net change is the difference between more and less important.Change in importance since last year,in China17和上年相比重要程度的变化（认为重要性增加的数值减去认为重要性降低的数值）对基本问题的关注比以往更加迫切2021年度爱德曼信任度调查；对于以下每一个问题和挑战，请指出自去年以来，我国正在解决这项问题对您来说是变得更重要了、不那么重要了，还是保持不变。前2项变得更重要，后面2项变得不太重要。所有问题均为一半样本的调查。本数据来源于对中国受访者调查。净变化是更重要和不那么重要之间的区别。净变化重要性增加重要性降低改善医疗系统+506010打击假新闻+455712应对气候变化+445612改善教育体系+435512应对国内贫穷问题+425311保护公民的个人自由+415312缩小经济和社会发展程度的差异+374912应对歧视和种族主义+324513在中国，自去年以来以下议题重要性的变化RAGING INFODEMIC FEEDS MISTRUST信息之“疫”袭来不信任持续加剧205129363737394042424242444548505152535455566061616262697072Global 27RussiaJapanFranceUKColombiaS.KoreaArgentinaIrelandS.AfricaSpain*NigeriaU.S.BrazilItalyAustraliaGermanyMexicoCanadaKenyaUAESaudi ArabiaThailandThe NetherlandsMalaysiaSingaporeIndiaChinaIndonesial ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll l+2+1-10+2-9-30+5+20n/a-3+4+1+12+3-6+1-1+3+14-3+3+9+7-4-10+3Percent trustTRUST IN MEDIA INCREASES IN 15 OF 27 COUNTRIES2021 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,27-mkt avg.*Nigeria not included in the global averageChange,2020 to 2021-0+DistrustNeutralTrustDistrusted in 13 countries215129363737394042424242444548505152535455566061616262697072全球27个被调研国家俄罗斯日本法国英国哥伦比亚韩国阿根廷爱尔兰南非西班牙*尼日利亚美国巴西意大利澳大利亚德国墨西哥加拿大肯尼亚阿联酋沙特阿拉伯泰国荷兰马来西亚新加坡印度中国印度尼西亚l ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll l+2+1-10+2-9-30+5+20n/a-3+4+1+12+3-6+1-1+3+14-3+3+9+7-4-10+3对媒体的信任度百分比对媒体的信任度略有提升但在近半数受访国家不受信任2021年度爱德曼信任度调查对于以下机构，请用1-9分的分值表明多大程度上你信任该机构会做正确的事情？共9分，前4分表示信任。本数据来源对全球27个国家和地区的全部受访者的调查。*尼日利亚不在调查国家范围之内2020至2021年的变化-0+不信任信任度中等信任13个国家处于不信任状态+222777875707676808584656967686069586270756175757669756674757960645856526454576469522012201320142015201620172018201920202021Traditional mediaSocial mediaSearch engines*Owned mediaTrusted(60-100)2021 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,China.*From 2012-2015,“Online Search Engines”were included as a media type.In 2016,this was changed to“Search Engines.”Percent trust in each source for general news and information,in ChinaTRUST IN ALL INFORMATION SOURCES AT RECORD LOWS-19-17-14-19Change2020-202123777875707676808584656967686069586270756175757669756674757960645856526454576469522012201320142015201620172018201920202021传统媒体社交媒体搜索引擎*自有媒体被信任(60-100)2021年度爱德曼信任度调查当寻找一般的新闻和信息时，你会在多大程度上相信每种类型的新闻和信息来源?共9分，前4分意味着信任。所有问题均为一半样本的调查。本数据来源于对中国受访者的调查。*从2012年到2015年，“在线搜索引擎”被列为一种媒体类型。2016年，这个词被改为了“搜索引擎”。中国受访者中信任以下每一种新闻和信息来源的百分比对所有信息来源的信任度均处于历史低点-19-17-14-192020至2021年的变化24696766645958555449l ll ll ll ll ll ll ll ll l-70-3-7-4-7-6-4-92021 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.Question asked of half of the sample.General population,China.Percent who rate each as very/extremely credible as a source of information about a company,in ChinaSPOKESPEOPLE LOSE CREDIBILITY Company technical expertGovernment officialA person like yourselfAcademic expertBoard of directorsCEONGO representativeJournalistRegular employeeChange,2020 to 2021-0+25696766645958555449l ll ll ll ll ll ll ll ll l-70-3-7-4-7-6-4-92021年度爱德曼信任度调查 对以下不同类型的发言人，一般来说，当你对一家公司形成看法时，如果你从下列人员那里听到关于这家公司的信息，这些信息的可信度是多少，极度可信，非常可信，有点可信，还是一点都不可信?一共4分，前两分表示信任。所有问题均为一半样本的调查。本数据来源于对中国受访者的调查。关于提及企业的信息，对以下信息来源表示非常或极度信任的中国受访者百分比发言人公信力降低企业技术专家政府官员与自己类似的人学术专家董事会首席执行官非政府组织的代表记者普通员工2020至2021年的变化-0+26Change in importance since last year(more important minus less important)PRIORITIES SHIFT:MY INFORMATION LITERACY NOW MATTERS MORE 2021 Edelman Trust Barometer.IMP_VALUES.For each of the following,please indicate whether it has become more important to you,less important to you,or has stayed the same in importance,since last year.5-point scale;top 2 box;more important;bottom 2 box,less important.Question asked of half of the sample.General population,China.Net change is the difference between more and less important.Net changeMore ImportantLess ImportantIncreasing my science literacy+485810Prioritizing my family and their needs+475710Increasing my media and information literacy+445410Speaking out when I see need for changes and reforms+344612Being politically aware+304414Change in importance since the start of the year,in China27和上年相比重要程度的变化（认为重要性增加的数值减去认为重要性降低的数值)优先关注重点转移：对自身的信息素养关注更多2021年度爱德曼信任度调查以下每一项，请指出自去年以来，它对你来说是变得更重要了，还是不那么重要了，还是保持不变。所有问题均为一半样本的调查。本数据来源于对中国受访者的调查。净变化是更重要和不那么重要之间的区别。净变化重要性增加重要性降低增加科学知识+485810优先考虑我的家庭和家