US-based multinationals are less trusted abroad than at home, reports the seventh annual Trust Barometer.
The barometer, a survey of nearly 2000 opinion leaders in 11 countries
by public relations company Edelman, found evidence of a ‘trust
deficit’ for leading US brands operating in Europe that led them to
have a poorer reputation outside the US.
Coca-Cola was trusted by only 41 per cent of respondents in Europe
compared with 65 per cent in the US, McDonald’s by 30 per cent compared
with 51 per cent, and Procter & Gamble by 44 per cent against 70
per cent.
US companies’ reputations were particularly low in the UK and Germany,
where they had levels of trust similar to those of companies based in
China, India and South Korea. But there was no reciprocal mistrust for
foreign brands operating in the US.
Technology and electronics companies were most likely to be trusted,
and energy, chemical and media and entertainment companies the least.
Microsoft was the most trusted global company, as it was in 2005.
The top three attributes most often quoted as building trust were
quality of products and services, attentiveness to customer needs, and
fair pricing.
Beyond these, intangible CSR-based factors carried weight in some
markets. Good labour relations were seen as important in France, where
74 per cent of those questioned said they were a big factor, as well as
Germany (76 per cent) and Italy (86). An emphasis on socially
responsible activities was also often cited in Japan (86 per cent),
China (78) and Brazil (93). Respondents were media, business and
public policy professionals.
