2017 Edelman Trust Barometer Special Report: Family Business

2017 Edelman
Trust Barometer
Special Report:
Family Business

2
Methodology
2017 Edelman Trust Barometer: 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6%
(26,000+). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
2017 Edelman Trust Barometer Family Business Supplement: 12-country global data margin of error: +/- 0.83% (N=13,800). Country-specific data margin of error:
+/- 2.9 (N=1,150).
Edelman
Trust Barometer
17 years of studying trust
Launched annually at the World Economic
Forum Annual Meeting in Davos
Inaugural Family Business Special
Report in 2014
2017 Edelman
Trust Barometer
Online survey in 28 countries
33,000+ respondents total
All fieldwork conducted between
October 13th and November 16th, 2016
Ages 18+
1,150 respondents per country
2017 Family Business
Special Report
Online survey in 12 countries
15,000+ respondents total
All fieldwork conducted between
June 7th and June 27th, 2017
Ages 18+
1,150 respondents per country
Measured opinions of family business
employees vs. those not employed
in a family business

2017: Trust Gap Widens
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
Informed Public and Mass Population, 25-country global total.
3
Percent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017
21 pts
19 pts
18 pts
53
60 60
44
48
45
2012 2016 2017
Informed
Public
15pt
Gap
9pt
Gap
A 3-point
increase in
the last year
12pt
Gap
Largest Gaps
Mass
Population

50% 55 53
48
42
53 52
43 41
Trust in All Four Institutions Declines
Source: 2017 Edelman Trust Barometer Q11-620. 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, 28-country global total.
4
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
Two of four institutions distrusted
Neutral
Trusted
Distrusted
-2 -1 -5 -1
20172016

Majority Believe the System is Broken
Source: 2017 Edelman Trust Barometer. Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. Q693-762. Some people
say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate
your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements
below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q349-671. For the statements below, please think about the pace of development and change and select the response that
most accurately represents your opinion. (Top 4 Box, Too Fast), question asked of half the sample. General Population, 28-country global total. ‘Job loss’ is a T4B net of Q693-Q697.
5
Percent who believe the system is failing, and percent who worry about
each concern, 28-country global totals
General population concerns
83%
Job loss
53%
Pace of change
in business is
too fast
50%
Globalization
Globally
53%
The system
is failing me“
”

6
People Trust Family Business
Percent trust in family business vs. business in general, 11-country global total
Source: 2017 Edelman Trust Barometer. Q11-620. 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) Q15-17G. Thinking about different types of
businesses, please indicate how much you trust each type of business to do what is right using a 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), question asked of half the sample. General Population, 11-country global total.
Family business
trust advantage
+-
Family
business
Business in
general
Family business has a double-digit trust advantage in 8 of 11 countries
75 74 72 75
79 82
73 75 78 80
76
6259
43 45
50
55 58
50
61
67
76 74
67
Global11
Germany
U.K.
Canada
Italy
U.S.
France
Brazil
Mexico
Indonesia
India
China
4 2 -516 31 27 25 24 24 23 14 11

7
Among Those with a Preference, More Than Twice as
Many Would Rather Work for a Family Business
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q37. Indicate how much you agree or disagree with the following statements using a 9-point scale where one
means that you “strongly disagree” and nine means that you “strongly agree”. (Bottom 4 Box, Disagree; Code 5, Neutral; Top 4 Box, Agree) General population, 12-country global
total.
54%
Would rather
work for a
family business21%
Would rather not work
for a family business
19%
No preference
2.6x
Family business
advantage

8
21
66
If They Know You, They Will Pay More
Percent who will pay more for products or services offered by family business, comparing those
who know which companies they buy from are family businesses vs. those who do not
means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 12-country global total, cut by those who know which
companies they buy from are family businesses (Q37r1 Top 4 Box) vs. those that do not (Q37r1 Bottom 4 Box).
Willing to pay more for products or
services offered by a family business
+45 pts
more likely to pay more
if they know which
company is a family
business
Knows which is
family business
Does not know which is
family business

10
Just Over 1 in 2 Know Which Companies are Family Businesses
Percent who know which companies they buy from are family businesses
means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 12-country global total.
40 40
46 46 48 50 51 52
56 56
63
69
Germany
France
Saudi
Arabia
Brazil
U.K.
U.S.
Canada
Mexico
Italy
China
Indonesia
India
Globally
51%
“ I know which
companies I buy
from are family
businesses and
which ones are not
”

11
The Squandered Advantage
Top attributes on which family business is performing extremely well, comparing those who know which
companies they buy from are family businesses vs. those who do not
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q48. Please rate Family-owned or Family-Controlled businesses or companies on how well you think they are
performing on each of the following attributes. Use a nine-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”.
(Top 2 Box, Performing extremely well; excludes DKs) General Population, 12-country global total, cut by those who know which companies they buy from are family businesses
(Q37r1 Top 4 Box) vs. those that do not (Q37r1 Bottom 4 Box).
32343234
49495051
Treats employees wellThe profits it makes in this country stay
in this country
Listens to customersHigh quality products
and services
Knows which is
family business
Does not know which is
family business

12
Family Business Not Getting Credit for Job Creation
(Top 2 Box, Performing extremely well; excludes DKs) General Population, 12-country global total.
Source of third-party research: Family Firm Institute.
Fewer than
1 in 3
see family business
as a job creator
Family business
creates
50–80%
of jobs
Source: Family Firm Institute,
Global Data Points
Perception Reality

13
Family Business Perceived as Behind on Innovation,
Long-Term Thinking and Financial Success
Percent who believe each is more likely to be true of family business vs. nonfamily business
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q35. Think about family businesses versus businesses that are not controlled by a family.
For each of the characteristics below, please indicate how likely it is that each one would describe a family versus a non-family owned business. Rate each trait on the following scale
where 1=This is much more likely to be true of family businesses, 5=This is equally likely to be true of family-owned and non-family-owned businesses, and 9=This is much more likely
to be true of non-family-owned businesses. (Top 4 box, Non-family businesses; Bottom 4 Box, Family businesses) General Population, 12-country global total.
Source of third-party research: Academy of Management Journal, Doing More with Less: Innovation Input and Output in Family Firms.
For every dollar invested in
R&D, family businesses drive more
innovative outputs—measured by
number of patents, number of new
products, or revenues generated with
new products—than nonfamily firms
Source: Academy of Management Journal,
Doing More with Less: Innovation Input and Output
in Family Firms
Reality
21
15 15
45 45 43
Long-term thinking Innovation Financial success
Family
business
Nonfamily
business
Perception

14
Family Business Perceived as Behind on Societal Contributions
Percent who believe each is more likely to be true of family business vs. nonfamily business
For each of the characteristics below, please indicate how likely it is that each one would describe a family versus a non-family owned business. Rate each trait on the following scale
where 1=This is much more likely to be true of family businesses, 5=This is equally likely to be true of family-owned and non-family-owned businesses, and 9=This is much more likely
to be true of non-family-owned businesses. (Top 4 box, Non-family businesses; Bottom 4 Box, Family businesses) General Population, 12-country global total.
Source of third-party research: E&Y and Kennesaw State University. Staying power: How do family businesses create lasting success?
17
23
46
38
Leads on societal challenges Philanthropy / Foundations
81%
of the world’s largest family
businesses practice philanthropy
56%
of all family business owners
personally oversee the progress
and effectiveness of their philanthropic
projects
Source: E&Y and Kennesaw State University.
Staying power: How do family businesses create
lasting success?
Perception
Family
business
Nonfamily
business
Reality

15
Trust in Next-Generation Leaders Declines
Percent who trust each type of leader, and change from 2014 to 2017
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q26. Thinking about different types of leaders, please indicate how much you trust each type of leader 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, 10-
country global total.
‘Founder’ is an average across large and medium/small size businesses.
‘Next-Generation CEO’ is an average across large and medium/small size businesses.
Next-Generation
CEOs 17 pts less
trusted than founders68
51
Founder Next-Generation CEO
-4 -8
Decrease from 2014 to 2017-

17
Family Business Employees More Committed
Percent who strongly agree with each of the following statements, family business employees
vs. nonfamily business employees
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q38. Thinking of the current company where you work, please indicate how much you agree or disagree with
each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 2 box, Strongly agree), question
only asked among current employees who are not self-employed. Family Business Employees and Non-Family Business Employees, 12-country global total.
66
59
53
48
47
44
56
49
43
35
33
31
I want to do the best possible job for our customers
I am committed to achieving our goals
I feel motivated to perform well
Employees treated fairly
My employer really cares about me as a person
Management values workers opinions
+10
+10
+10
+13
+14
+13
Family business
advantage+
Employed by
family business
Not employed
by family business

18
39
32
Family business
Nonfamily business
Family Business More Respectful of Local Customs
Percent who believe family business or nonfamily business is more likely to be respectful
of local customs and traditions
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q35. Think about family businesses versus businesses that are not controlled by a family. For each of the
characteristics below, please indicate how likely it is that each one would describe a family versus a non-family owned business. Rate each trait on the following scale where 1=This is
much more likely to be true of family businesses, 5=This is equally likely to be true of family-owned and non-family-owned businesses, and 9=This is much more likely to be true of
non-family-owned businesses. (Top 4 box, Non-family businesses; Bottom 4 Box, Family businesses) General Population, 12-country global total.
+7 pts
family business advantage

19
Family Business Seen as Creating Value Locally
Top three attributes on which family business is performing extremely well,
compared to business in general, 11-country global total
(Top 2 Box, Performing extremely well; excludes DKs) General Population, 11-country global total.
Source: 2017 Edelman Trust Barometer. Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point
scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, 11-country global
total.
1
Offers high quality
products or services
The profits it makes in this
country stay in this country
Listens to customer
needs and feedback
#1
#2
#3
1
Offers high quality
products or services
The profits it makes in this
country stay in this country
Listens to customer
needs and feedback
#1
#13
#4
Family Business Business in general

Challenges for the
Next Generation

21
Next-Generation Leaders Seen as Less Capable
Percent who agree with each of the following statements about next-generation leaders
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q29. Please indicate how much you agree or disagree with each of the following statements using a 9-point
scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) Q44. Thinking about your current company, please indicate how
much you agree or disagree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top
4 Box, Agree), question only asked of family business employees. General Population, 12-country global total.
63%
will mismanage
the company
53%
less impressive
and talented
56%
less committed and
passionate about
the company

22
Next Generation Must Overcome Wealth Stigma
Percent who associate each of the following with individuals who earned vs. inherited their wealth
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q21. Thinking about wealthy individuals who inherited their wealth, please indicate how much you associate each statement below with these individuals. Please use a 9-point
scale, where one means you “do not associate that statement at all” with wealthy individuals who inherited their wealth and nine means you “strongly associate” that statement with wealthy individuals who inherited their wealth. (Top 4 Box, Associate),
question asked of half the sample. Q22. Thinking about wealthy individuals who earned their wealth, please indicate how much you associate each statement below with these individuals. Please use a 9-point scale, where one means you “do not
associate that statement at all” with wealthy individuals who earned their wealth and nine means you “strongly associate” that statement with wealthy individuals who earned their wealth. (Top 4 Box, Associate), question asked of half the sample.
General Population, 12-country global total.
66
61 61
40
34 35
Deserve what they have People I admire and respect Good role models
Earned Inherited

23
Next-Generation Leaders Must Prove Themselves
Top factors that would be important in maintaining trust in a business that passed
leadership on to a family member
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q45. If the owner of a FAMILY-OWNED BUSINESS passed ownership or leadership of the business to a
member of their family, how important would the following factors be to maintaining your trust in the business? Please answer using a 9-point scale where 1 is not at all important to
maintaining your trust and 9 is extremely important to maintaining your trust. (Top 4 Box, Important) General Population, 12-country global total.
Successor must be…
80%
Committed to
the future of
the business
79%
Innovative
80%
Appointed
on merit
79%
Experienced
within the
business
78%
Transparent
about their plans
for the business
74%
Committed
to legacy

Demonstrate
Impact and
Philanthropy

25
Wealth Creates High Expectations
Percent who agree with each of the following statements about wealthy individuals
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q40. Please indicate how much you agree or disagree with the following statements using a 9-point scale
where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) Q24. In the last 10 years, do you think the gap between the wealthy and
everyone else in [INSERT COUNTRY] has…? General Population, 12-country global total.
They should create foundations
or other vehicles to channel
their wealth into society
They should support their local
communities by volunteering as
members of boards and commissions
They are more obligated
to work to improve society
Nearly
3 in 4
agree the gap between
the wealthy and everyone
else has grown
66
68
70

26
Philanthropic Motives Under Scrutiny
Percent who agree wealthy individuals create nonprofit foundations for one or more of the following
reasons
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q40. Please indicate how much you agree or disagree with the following statements using a 9-point scale
where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 12-country global total.
Callout is a net of three items: Q40 r5, r6, and r7 (Top 4 Box, Agree) General Population, 12-country global total.
78%
agree wealthy
individuals often create
nonprofit foundations for
negative reasons
To exert political influence
For vanity and self-promotion
To ease their guilt regarding those
they hurt amassing their wealth

27
Don’t Keep Impact a Secret
Percent who have an equal or greater expectation for family business
than nonfamily business in this area
For each of the expectations listed below that one might have of companies, please rate each on the following scale where 1=This is something I expect more from family businesses,
2=This is something that I expect equally of family-owned and non-family-owned businesses, 3=This is something I expect more from non-family-owned businesses. General
Population, 12-country global total.
Should be transparent
about their philanthropy“
”
71%

28
Ground Your Philanthropic Engagement
in Country and Community
Percent who expect family business to contribute as much or more than
nonfamily business in each of these areas
74
73
67
64
62
Preserve our country’s values
Contribute to the local community
in markets they operate
Donate to charities
Invest in foundations aligned
with their business interests
Address concerns about immigration
and globalization

30
Family Business Seen as Less Transparent
Percent who say that each is more true of family business vs. nonfamily business
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q35. Think about family businesses versus businesses that are not controlled by a family. For each of the
characteristics below, please indicate how likely it is that each one would describe a family versus a non-family owned business. Rate each trait on the following scale where 1=This is
much more likely to be true of family businesses, 5=This is equally likely to be true of family-owned and non-family-owned businesses, and 9=This is much more likely to be true of
non-family-owned businesses. (Top 4 box, Non-family businesses; Bottom 4 Box, Family businesses) General Population, 12-country global total.
Family
business
Nonfamily
business
25 24
40 39
Transparent in their business operations Open and informative in their communications with consumers

31
Tell Them Where You Came From
Percent who say the following would increase their trust in a family business
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q34. How much would each of the following increase your trust in a family business? Using a nine-point scale
where one means “would not increase my trust at all” and nine means “would increase my trust a lot” rate each item below. (Top 4 Box, Increase trust) General Population, 12-country
global total.
Knowing the company’s
history and founding story
builds my trust
“
”
73%

32
Tell Them Who You Are as a Family and Business
Percent who say the following would increase their trust in a family business
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q34. How much would each of the following increase your trust in a family business? Using a nine-point scale
where one means “would not increase my trust at all” and nine means “would increase my trust a lot” rate each item below. (Top 4 Box, Increase trust) General Population, 12-country
global total.
67
68
70
71
74
75Information about their supply chain
Transparency regarding how its
business decisions are made
Information on the family’s
role in the business
Information about the backgrounds,
experience and personalities
of the family
A public presence for family members
involved in the business
Family not afraid to take a stand on
controversial issues

33
Create Impact as an Employer
Percent who expect family business to contribute as much or
more than nonfamily business in each of these areas
64
68
68
73Create and keep jobs at home
Address income inequality
within business
Encourage employees to volunteer
Train workers displaced by automation

35
It’s a Conversation, Not a Message
Percent of respondents who say they rely upon each type of media
when it comes to learning about a family business
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q46. How do you usually learn about family businesses? From among the potential sources of information
listed below, select the top three that you rely upon most when it comes to finding out about a family business. (Please select up to three items from the list below.) General
39 39
35 35
32
Traditional media Search Online only Owned media Social media
Nearly
1 in 3
rely on social media
to learn about a
family business

36
Use Multiple Voices
Percent who rate each spokesperson about a family business as extremely/very credible
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q47. Below is a list of people. In general, when forming an opinion of a family business, if you heard
information about that family business from each of these people, how credible would you consider that information to be--extremely credible, very credible, somewhat credible, or not
credible at all? (Top 2 Box, Credible) General Population, 12-country global total.
62 61 61 58 57 55 54 52 50 49
44
37
A technical
expert
Founder & CEO
of the family
business
Academic
expert
Entrepreneur Financial
industry analyst
A person like
yourself
Board of
directors
Employee Nonfamily CEO Second / third-
generation
family member
NGO
representative
Family member
not working in
the business
Employees more credible
than next-generation or
nonfamily CEOs
Founders 12 points more
trusted than second/third-
generation family members
and nonfamily CEOs

37
“I would
recommend
our products or
services to others
”
Activate Your Employees as Ambassadors
Employees of family business who say…
Source: 2017 Edelman Trust Barometer Family Business Supplement. Q38. Thinking of the current company where you work, please indicate how much you agree or disagree with
each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) Family Business
Employees, 12-country global total.
72%82%
“I would
recommend
this organization
as an employer
”

38
Unlocking the Family Business Advantage

“ The traditional playbook of low-key,
let-the-results-speak-for-themselves
behavior will not work in an increasingly
skeptical society upset by growing
wealth inequality.
“
Richard Edelman
Chief Executive Officer of Edelman

2017 Edelman Trust Barometer Special Report: Family Business

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2017 Edelman Trust Barometer Special Report: Family Business