Edelman analyzed global trust in Asian brands.
An online survey of more than 32,000 respondents across 28 countries was conducted November 1-28, 2022.
Key findings include:
1.) 83% of Asian businesses reported a desire to expand overseas.
— This desire was most pronounced from businesses in Indonesia, China, Thailand, and Vietnam.
2.) 26% of global respondents (excluding domestic responses) trusted companies headquartered in China.
— This number has decreased by 5 percentage points over the past ten years.
3.) 59% of global respondents said they trust companies headquartered in Japan “to do what is right,” followed by South Korea (46%), India (31%), and China (26%).
4.) 87% of APAC respondents said they’d expect a CEO to take a stance on issues of employee treatment, followed by climate change (83%), and discrimination (79%).
5.) 69% of global respondents said a company owning its mistakes would be very or extremely effective in increasing their trust in a brand.
Explore more on global attitudes and trust toward Asian brands
