Trust Pays: how much does cultural exchange matter?

2,245 views
2,127 views

Published on

This research, presented by Ben Page to the British Council, seeks to understand levels of trust in UK among young people overseas, the impact of the levels of trust in UK on this country’s international trade and the influence of cultural exchange on opinions of UK among individuals in other countries.

Published in: News & Politics, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,245
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Trust Pays: how much does cultural exchange matter?

  1. 1. 1 Paste co- brand logo here Version 1 | Strictly ConfidentialTrust PaysBen Page, Chief Executive, Ipsos MORI© Ipsos MORI Version 1 | Strictly Confidential
  2. 2. Trust Pays: how much does cultural exchange matter? 2 This research seeks to understand levels of trust in UK among young people overseas, the impact of the levels of trust in UK on this country’s international trade and the influence of cultural exchange on opinions of UK among individuals in other countries.© Ipsos MORI Version 1 | Strictly Confidential
  3. 3. What are cultural relations? 3For the purpose of this research culturalrelations include activities such as: • Studied English with a UK institution • Studied for a UK based exam/qualification • Been on a school visit or school exchange programme involving a visit to UK • Studied in UK at a school or college for overseas learners of English • Participated in a volunteering programme run by a UK institution • Attended a UK education event/exhibition/fair • Attended a major UK arts or cultural event/exhibition© Ipsos MORI Version 1 | Strictly Confidential
  4. 4. 4 The UK’s competitive position of trust© Ipsos MORI Version 1 | Strictly Confidential
  5. 5. How do we see ourselves…? 5 Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…? % UK views of itself Respects human rights 53 Has a strong commitment to culture and the arts 50 Respects its neighbours and other countries 49 Has strong democratic values and institutions 48 Contributes to peace and co-operation 46 Contributes to global economy 45 Respects contracts and the rule of law 45 Respects the rights of its citizens 43 Contributes to international socio-economic… 41 Its people enjoy a good standard of living 37 Makes a positive difference in the world 36 Is a good country in which to invest 24 Has a strong economy 13Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI© Ipsos MORI Version 1 | Strictly Confidential
  6. 6. Typically self-deprecating Brits…! 6 Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…? % UK views of itself % Global views of the UK 53 Respects human rights 55 50 Has a strong commitment to culture and the arts 54 49 Respects its neighbours and other countries 45 48 Has strong democratic values and institutions 56 46 Contributes to peace and co-operation 45 45 Contributes to global economy 51 45 Respects contracts and the rule of law 53 43 Respects the rights of its citizens 56 41 Contributes to international socio-economic development 47 37 Its people enjoy a good standard of living 59 36 Makes a positive difference in the world 43 24 Is a good country in which to invest 42 13 Has a strong economy 48Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI© Ipsos MORI Version 1 | Strictly Confidential
  7. 7. People from the UK well trusted compared to US andGermans 7 % net trust in People from UK, US, Germany among panel members from... UK US Germany 59% 57% 54% 50% 50% 51% 52% 52% 47% 47% 45% 44% 45% 43% 41% 41% 39% 37% 29% 22% 19% 18% 18% 14% 11% 0% -9% -4% -1% Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust) -15% Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil Source: Online Panel surveys of respondents aged 16/18-Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, 34 with minimum secondary education (NB :PakistanThailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents research undertaken F2F and with min.Tertiary education)© Ipsos MORI Version 1 | Strictly Confidential
  8. 8. Trust in people from the UK generally higher than trust in UKgovernment, but often not by much... 8 % net trust in People from UK and UK Government among panel members from... Trust in People from UK Trust in Government from UK 55% 57% 50% 51% 52% 47% 47% 49% 45% 43% 45% 41% 34% 36% 30% 29% 19% 15% -9% Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust) -33% Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil Source: Online Panel surveys of respondents aged 16/18-Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, 34 with minimum secondary education (NB :PakistanThailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents research undertaken F2F and with min.Tertiary education)© Ipsos MORI Version 1 | Strictly Confidential
  9. 9. Ipsos MORI Veracity Index shows larger gap between trust inGovernment and ‘People’… 9 Now I will read out a list of different types of people. For each, would you tell me whether you generally trust them to tell the truth or not?100 80 60 Ordinary man/woman 40 20 Government Minister Politician generally 0 1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index© Ipsos MORI Version 1 | Strictly Confidential
  10. 10. But little variation in trust for different audiences over time 10 Now I will read out a list of different types of people. For each, would you tell me whether you generally trust them to tell the truth or not?100 Doctors Teachers 80 Professors Judges Scientists Clergyman/priests 60 The Police TV news reporters Ordinary man/ woman Civil Servants 40 Pollsters Trade Union Officials Business Leaders Journalists 20 Government Ministers Politicians generally 0 1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index© Ipsos MORI Version 1 | Strictly Confidential
  11. 11. Trust me I’m a… (British Council) Teacher 11 Now I will read out a list of different types of people. For each, would you tell me whether you generally trust them to tell the truth or not?100 80 Teacher 60 Ordinary man/woman 40 20 Government Minister Politician generally 0 1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index© Ipsos MORI Version 1 | Strictly Confidential
  12. 12. 12 Why is trust important?© Ipsos MORI Version 1 | Strictly Confidential
  13. 13. Trust literally pays! 13 People who Trust the Coca-Cola Company are more likely to purchase the company’s products and to find the company’s commercials believable. Product use Feel good about Pay more for Believable ads Memorable ads 98% 94% 85% 77% 77% 73% 60% 60% 54% 55% 53% 42% 34% 27% 22% 22% 18% 6% 11% 3% Very Good Trust Fairly Good Trust Neutral Trust Poor TrustBase: online citizens, c.500-1,000 per country Source: Ipsos Global @dvisor© Ipsos MORI Version 1 | Strictly Confidential
  14. 14. Levels of trust strongly relate to whole range of positives 14 Ipsos MORI Global @dvisor data shows that Trust is HIGHLY correlated with any index 60 R² = 0.9605 Nestlé MSFT FAM, FAV, Advocacy, Good 50 HP Economy, Enviro Resp Coke Toyota Investment, Good for Apple Visa Intel 40 J&J Danone McDs CNN 30 Fiat Shell Kraft 20 Wal-Mart Mars Bacardi Pirelli HSBC AT&T Starbucks Generali AXA AA BA Lufthansa 10 BHP InBev France Air AIG Diageo Altria 0 -20 ML -10 0 10 20 30 40 50 -10Base: online citizens, c.500-1,000 per county Net Trust Source: Ipsos Global @dvisor© Ipsos MORI Version 1 | Strictly Confidential
  15. 15. Those who trust also identify UK as fair and tolerantsociety... 15 % net agreement with statements about People from UK by whether respondents trust or distrust people from UK. People from the UK... Respect the beliefs, values and culture of 5% people from other countries 85% Are concerned about the global environment 25% 82% Take seriously the concerns and priorities of 4% people from other countries 74% Generally give a good impression of UK when 15% they travel abroad 73% Are open to new ideas 22% 73% Have a good understanding of international 26% issues 72% Distrust people from Welcome visitors to their country 13% UK 62% Trust people from UK Are tolerant of people from other countries 21% 62% * Analysis run on 6 Ipsos MORI markets Source: Ipsos MORI , 2011 F2F Survey of respondentsBase: 142 Distrust, 667 TrustData presented here is weighted to reflect the overall population of respondents aged 18-34 with minimum tertiary education© Ipsos MORI Version 1 | Strictly Confidential
  16. 16. And those who trust us also say they are more interested indoing business and trade with the UK 16 % Saying they are interested in “Opportunities to work/do business with people and organisations from the UK” Those who DISTRUST people from UK Of course, some caution required Those who TRUST people from UK with self-reported ‘intention’ and 64% we cannot determine causality or 57% 57% that this relationship is not a 49% result of other factors. 45% 47% 45% 40% 44% 38% 36% 33% 29% 30% 25% 19% 16% 13% 3% 12% India Poland Thailand China Brazil Russia Turkey Saudi Spain Pakistan %pt difference +24 +28 +12 +19 +22 +29 +11 +19 +23 +9 Source: Online Panel surveys of respondents aged 16/18-Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, 34 with minimum secondary education (NB :PakistanThailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents research undertaken F2F and with min.Tertiary education)© Ipsos MORI Version 1 | Strictly Confidential
  17. 17. 17 Cultural relations increase trust? 83914423© Ipsos MORI Version 1 | Strictly Confidential
  18. 18. Involvement in cultural activities with the UK is associated with a higher levelof trust in people in the UK in all countries surveyed... 18 % net trust in People from UK among people from…. Who have NOT been involved in Cultural Relations activities with UK Who have been involved in Cultural Relations activities with UK 62% 64% 59% 59% 58% 59% 56% 54% 47% 49% 41% 43% 43% 40% 37% 31% 33% 2% 9% -12% Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust) Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil %pt difference +14 +22 +26 +10 +19 +21 +15 +16 +7 +10 Source: Online Panel surveys of respondents aged 16/18-Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, 34 with minimum secondary education (NB :PakistanThailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents research undertaken F2F and with min.Tertiary education)© Ipsos MORI Version 1 | Strictly Confidential
  19. 19. ..and trust increases with the number of cultural activities 19 % net trust in People from UK among people from…....by number of different cultural relations activities engaged in 0 activities 1 activity 2+ activities 74% 65% 65% 64% 63% 61% 61% 58% 60% 57% 58% 55% 54% 50% 49% 49% 50% 45% 43% 43% 39% 40% 41% 37% 33% 18% 15% 9% -2% -12% Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust) Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil Source: Online Panel surveys of respondents aged 16/18-Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, 34 with minimum secondary education (NB :PakistanThailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents research undertaken F2F and with min.Tertiary education)© Ipsos MORI Version 1 | Strictly Confidential
  20. 20. Regression analysis – Trust in UK People 20 Odds ratio Positively associated with trust 2.37 Knows English very well 2.33 Knows English fairly well Trust in 1.78 Knows English a little 1.55 Seen or heard reference of BC UK people 1.41 At least one parent knows English fairly well 1.27 Seen or heard reference of BBC World Service Factors in model include: Highest level of 1.26 At least one parent knows English a littleeducation, family living in or from UK, friendswho live in or from UK, if visited UK, how well 1.23 Cultural activity with UK speak English, how well parents speakEnglish, whether done cultural activity with or without BC, if heard of BC or BBC World Service, country they live in.© Ipsos MORI Version 1 | Strictly Confidential
  21. 21. In Summary.... 21• Trust definitely pays - Our research shows everything comes back to trust - Trust = willingness to engage and build relationships with UK - British Council teachers – strong network of trusted advocates• Cultural relations and trust havean important relationship Cause and effect difficult to establish but... - English language a clear gateway to and predictor of trust in UK - Those who take part in cultural activities more trusting of UK© Ipsos MORI Version 1 | Strictly Confidential
  22. 22. 22 Paste co- brand logo here Version 1 | Strictly ConfidentialThank youben.page@ipsos.com© Ipsos MORI This work | Strictly Confidential Version 1 was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here

×