Edelman Trust Barometer 2016: All My Posts

As a convenient reference point, here are all the posts on the the recently released Edelman Trust Barometer 2016.

  1. Global Trust Inequality Growing; In Tandem With Income Inequality
  2. Influence Levers Shifting To Peers, Employees
  3. General Public Turns To Business For Problem-Solving, Leaders’ Regain Credibility As Spokespersons
  4. Changing Rules Of Engagement To Build Trust
  5. Purpose-Driven Brands Engender More Trust


Edelman Trust Barometer 2016: Global Trust Inequality Growing; In Tandem With Income Inequality

“Trust in institutions and their license to operate is no longer automatically granted on the basis of hierarchy or title, rather in today’s world, trust must be earned.” – Richard Edelman President & CEO

Edelman has published the 2016 edition of its Edelman Trust Barometer, revealing a growing gap between the trust levels of informed publics against a mass population. The gap is driven by income inequality and divergent expectations of the future.

Trust levels among informed publics are the highest ever in 16 years, while trust is below 50 percent for the mass population in over sixty percent of the countries surveyed. The trust disparity has widened and is now at double digit levels in more than half of the countries surveyed. The U.S. presents the largest divide at nearly 20 points followed by the UK (17 points).

Surprisingly, for me, many Asia-Pacific countries covered by the barometer were categorised as “trusters”, with consistent indexes tracked across all population segments.


Informed Public

General Population Mass Population
2015 2016 2016




63 49




82 73




78 65




70 62




41 38


S. Korea


50 42




58 51




72 64 62

Data pulled from 2016 Edelman Trust Barometer.
Blue for “trusters”, Grey for “neutrals”, Green for “distrusters”.

China, India, Indonesia and Singapore were categorised as “trusters” across all population categories (informed, general, and mass). Malaysian publics were neutral across the board and Japan’s publics were categorised as “distrusters” across all population segments.

Trust gaps between the informed public and mass population were seen in Australia (16 points) and India (16 points). Japan recorded the lowest trust gap at 3 points – “distrusting” consistently across all population segments.

Trust Gap Directly Linked To Income Inequality

According to Edelman’s research, the widening gulf was directly linked to income inequality. A double-digit trust gap between high-income and low-income respondents is present in nearly two-thirds of the countries, with the U.S. (31 points), France (29 points) and Brazil (26 points) exhibiting the largest disparities. There are also diminished future expectations among the mass population. In more than two-thirds of the nations surveyed, less than half of the respondents believe they will be better off in five years’ time.


2nd Annual Digital Marketing & Advertising Asia (DIGMA) 2014 – What’s Next: 5 Capabilities For Marketing & Communications In The Next Digital Decade

DIGMA 2014

I was invited to speak at the 2nd Annual Digital Marketing & Advertising Asia (DIGMA) 2014 today. DIGMA 2014 is a trade show that recognizes the huge potential of digital marketing and advertising opportunities in the Asian region. Digitally based initiatives are expected to make up 20 percent of the global advertising market by 2014, with the Asia Pacific region, in particular, already reaching $27.3 billion in digital advertising spend in 2012 alone. The trade show was officially launched by the Malaysian Deputy Minister of Domestic Trade, Co-operatives & Consumerism Malaysia, YB Senator Dato’ Seri Ahmad Bashah Bin Md Hanipah.

DIGMA 2014

I spoke on “What’s Next: 5 Capabilities For Marketing & Communications In The Next Digital Decade“, touching on what skill sets marketing and communications practitioners need have in a digital future:

  1. Be agile, nimble, 24×7, global
  2. Embrace your community
  3. Be authentic and transparent
  4. Integrate across media
  5. Build owned media platforms


I’ve uploaded my slides and embedded them below. Do let me know what you think – I’d love to have a conversation with you.


Winning at the Microsoft Asia Communications Summit 2012!


So, I’m in Hanoi, Vietnam for my first ever Communications Summit with Microsoft. The Microsoft Asia Communications Summit is a gathering of the Communications professionals community from around the Asian region who meet annually to connect, share, learn, align (with each other and Corp) and, of course, have fun!

As part of the summit, there is also an opportunity to showcase and celebrate best-practices, via the Microsoft Newshound Awards, which recognize excellence in Communications from our global community of passionate and committed PR & Communications professionals.

So imagine my utter surprise that – just 4 months into the job – the award submission I entered netted The Headline Award, the highest PR award to be won for the Microsoft Asia Newshound Awards 2012!

Headline Award 2012

This award is definitely a Team Malaysia win – I couldn’t have done it without everyone’s help:

  • The Legendary Asohan: My immediate predecessor, whose work I built on. Thanks for helping me have a great start to my career in Microsoft!
  • The Dedicated Dashika: I couldn’t have asked for a more amazing team member who is truly dedicated to success!
  • The Superior SWOT Communications Team: Edina, Ramesh and the rest – for your support and partnership in carrying our initiatives through!

This will definitely be a nice addition to the recently won Microsoft Asia Pacific Marketing Awards for PR as well!