2. IN THE UK, TRUST IN GOVERNMENT
& BUSINESS DECLINES c
TRUST IN INSTITUTIONS - UK
GOVERNMENT BUSINESS
43% 44%
38% 38% 38%
29%
2011
Informed Public
2012
Informed Public
2012
54% General Public
51%
42%
37%
32%
22%
MEDIA NGOs
3. GOVERNMENT TRUST c
DECLINES IN THE UK
80%
UK IS 25% right track
70%
HEADING
ON
60% 68% wrong track
50%
43%
40% +18 adults
38% 38%
40% 35%
41%
39%
30% 35% 31%
34%
66% DO NOT
16%
20% TRUST UK
GOVERNMENT
10% LEADERS AT ALL
2007 2008 2009 2010 2011 2012 TO TELL THE TRUTH
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution 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) Informed Publics ages 35-64 in U.K.
Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? General Population in the UK
4. WIDE CHASM BETWEEN c
EXPECTATIONS & DELIVERY
GAP
EFFECTIVE MANAGES THE FINANCIAL 71% -59
AFFAIRS OF THE COUNTRY 12%
LISTENS TO CITIZENS‟ NEEDS AND FEEDBACK 69% -58
11%
COMMUNICATES FREQUENTLY & HONESTLY 69% -58
11%
HAS TRANSPARENT & OPEN PRACTICES 68% -58
10%
PROVIDES NATIONAL TRAINING
PROGRAMMES TO CREATE 52% -41
EMPLOYMENT OPPORTUNITIES 11%
WORKS TO PROTECT & 49% -38
IMPROVE THE ENVIRONMENT 11%
CREATES INNOVATIVE PROGRAMMES THAT 49% -40
POSITIVELY IMPACT LOCAL CONSUMERS
9%
PARTNERS WITH BUSINESS NGOS & THIRD
PARTIES TO ADDRESS SOCIETAL ISSUES
33% Government -24
9% Importance
Government
Performance
Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all
important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in the U.K.;
Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are
performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in the U.K.
5. PEOPLE WANT COMPANIES TO BE MORE
c
SOCIALLY & ENVIRONMENTALLY RESPONSIBLE
GAP
LISTEN TO CUSTOMERS NEEDS OR FEEDBACK
69%
-41
28%
PLACES CUSTOMERS AHEAD OF PROFITS 65% -47
18%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 65% -20
45%
TAKE RESPONSIBLE ACTIONS TO ADDRESS 64% -41
AN ISSUE OR CRISIS 23%
62%
TREATS EMPLOYEES WELL -40
22%
61% -41
HAS TRANSPARENT & OPEN BUSINESS PRACTICES
20%
59% -35
HAS ETHICAL BUSINESS PRACTICES
24%
COMMUNICTES FREQUENTLY & 56% -37
HONESTLY ON THE STATE OF ITS BUSINESS 19%
ADDRESSES SOCIETY‟S NEEDS IN ITS 44% -21
EVERYDAY BUSINESS 23%
44%
WORKS TO PROTECT & IMPROVE THE ENVIRONMENT -24
20%
Business
CREATES PROGRAMMES THAT POSITIVELY IMPACT 41% Importance
THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES -24
17% Business
Performance
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important
to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in the
United Kingdom (excludes „Don‟t Know‟ responses);Q103-118. Please rate [INSERT COMPANY] 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
Very/ Extremely Well) General Population in the United Kingdom
6. WHO DO WE TRUST? c
2011 2012
Technical expert in the
company 72% Academic or expert 73%
Academic or expert 71% A person like yourself 60% + 25
Technical expert in the
NGO representative 52% company 56%
Government official or
regulator 42% Financial or industry analyst 55%
CEO 39% Regular employee 55% + 23
Financial or industry analyst 39% NGO representative 52%
Government official or
A person like yourself 35% regulator 39%
Regular employee 32% CEO 30%
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from
each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,
Credible: Very + Extremely Credible) Informed Publics ages 25-64 in the U.K.
7. DIVERSIFICATION OF MEDIA
c
TRUST IN INFORMATION SOURCES – U.K.
TRADITIONAL
+ 16 SOCIAL MEDIA
+7
16% 32%
3% 10%
2011
Informed Public
2012
Informed Public
+ 10
+7
ONLINE MULTIPLE
CORPORATE
SOURCES 14% 24%
5% 12%
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal,
somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in the U.K.
8. A TALE OF TWO MEDIAS –c
SERIOUS & ENTERTAINMENT
58%
47%
39%
26%
18% trust
14%
-19% distrust
-26%
tv & -30%
radio news
broadsheet
online news -45%
sources
mid market
-56%
newspapers
-68%
social media
tabloid newspapers
Below is a list of institutions. For each one, please indicate how much you trust that institution 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”. Base: All respondents, 2,101 UK adults 18+ surveyed online Jan 6-8
2012, nationally representative (StrategyOne UK research)
9. UK SUMMER RIOTS CAUSED A DECLINE IN
c
TRUST OF IMPORTANT PUBLIC STAKEHOLDERS
DESPITE THE MAJORITY CLAIMING THAT THE RIOTS DID NOT HAVE ANY IMPACT ON THEIR
LEVELS OF TRUST, THEY DID HAVE A NEGATIVE IMPACT ON SOME – IN PARTICULAR, OVER A
THIRD HAVE LESS TRUST IN POLITICIANS (36%), 30% HAVE LESS TRUST IN YOUNG
PEOPLE, AND 27% HAVE LESS TRUST IN THE METROPOLITAN POLICE
10%
4% 4%
-36% -30% -27%
POLITICIANS YOUNG PEOPLE METROPOLITAN
FROM ALL UNDER 25 POLICE
MAJOR
UK PARTIES
Last summer saw rioting occur across Britain. As a result of everything you saw and read about the riots, how has this
impacted your level of trust in the following groups of people. Base: All respondents, 2101 UK adults 18+ surveyed online Jan
6-8 2012, weighted to be nationally representative (StrategyOne UK research)
10. MOST BRITS OPTIMISTIC c
ABOUT THE 2012 OLYMPICS
OVER 4OUT OF 10 UK ADULTS THINKS
LOCOG WILL DELIVER A SUCCESSFUL
OLYMPICS THAT THE UK PUBLIC CAN BE
PROUD OF. HOWEVER, A FIFTH (22%)
27%
DO NOT AGREE WITH THIS AND OVER A 45%
THIRD (36%) ARE STILL UNDECIDED
29%
SCOTLAND IS THE
MOST „DOUR‟ ABOUT
THE PROSPECTS OF
THE OLYMPICS BEING
A SUCCESS, ONLY A
36% 42%
Yes QUARTER (27%)
No SAY YES, VS 42% UK
AS A WHOLE
Don't know
22%
Do you trust the London 2012 Organising Committee (LOCOG) to deliver a 2012 Olympics that is successful and that the UK public can feel proud of?
Base: All respondents, n2,101 (StrategyOne UK research)
