Business: Consumer confidence "elites" remains fragile

The "opinion leaders" have not yet digested the crisis. The distrust that policymakers feel about financial institutions and banking remains strong, according to the Edelman Trust Barometer 2010 *. The distance is widening not just with the general public. The confidence rating of banks has melted most of the 22 countries of the investigation by the public relations agency. In the United States, for example, has dropped 39 points in three years, falling from 68% in 2007 to 29% in 2010. It is even lower in France, 21% in 2010 (against 41% in 2007).

The technology sector has the symbol

More generally, the confidence of elite companies to progress (54% of "opinion leaders" interviewed). Except in France, where it remains at a very low level (37% this year against 36% last year). If the banking and insurance are at the bottom of the table, the technology sector is racing ahead.Nearly 80% of elites trust it globally, and 70% in France. "The elites can not forgive the banking sector's responsibility in the crisis," Journet analysis Isabelle Rahe, president of Edelman France, in presenting the study. "Beyond the economic impact, it is the lack of transparency that is punished quite heavily."

Pessimism about the lessons learned from the crisis

The opacity of the financial system is well and truly under fire from critics. For 67% of respondents in 22 countries, transparency is a major asset in building the reputation of a company to the responsible management of human resources (63%) and civic attitudes (50%)."The elite give more confidence to businesses that engage in society beyond the creation of wealth and employment," says Antoine Harary, director of StrategyOne, the subsidiary of Edelman specializes in studies and assessments Marketing and Public Relations free credit report online .

But transparency and civic engagement are not everything. As stressed in the barometer makers fear that companies will not return to their "old habits", ignoring the lessons of the crisis. They are 68% internationally and 74% in France to expect that the famous "business as usual" make a comeback after the crisis. Pessimism up to nourish the hope that the elite opinion.That's about profound changes in their working methods that companies will be judged in the future.

* The 11th edition of the Edelman Trust Barometer was conducted among 4875 opinion leaders in 22 countries. The "opinion leaders", according to the criteria of Edelman, are graduates, who earn high incomes and are closely watching the news business and politics.

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Companies that have lost or gained the confidence of French in 2009

Edelman StrategyOne France and joined the research institute OpinionWay to conduct a further study with a sample of 1,000 French.These forty companies have found French or international, citing those in which they more or less confident today than in 2008. Notably, the Post is named in both charts.

• Winners

Google: 31%

E. Leclerc: 26%

Post: 26%

EDF: 24%

France TV: 21%

• Losers

France Telecom: 36%

Societe Generale: 33%

SNCF: 32%

Post: 30%

Total: 30%

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