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Trust and Purpose,[object Object],21 June 2011,[object Object]
Methodology,[object Object],PSB completed 2,843 online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.* ,[object Object],In Switzerland, PSB completed 200 interviews,[object Object],*Estonia is not weighted due to low base size,[object Object],2,[object Object]
Where is the trust?,[object Object],While trust in business is not high, it is higher than among media, central government and religious leaders; central government is the least trusted of all,[object Object],Trust in business varies enormously and depends on a combination of factors:,[object Object],Provenance: people trust local companies the most, national a little less and international least of all. Europeans favour doing businesses with companies from America, Japan and Australia over BRICs,[object Object],Core values: honesty and trustworthiness, good value and treatment of employees remain more important reputation builders than community and environmental credentials,[object Object],Sector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly, are less trusted that computer and food and beverage companies,[object Object],In general, Europeans are cynical about the motivations of business and CEOs believing them to be more motivated by personal gain and profits than a desire to help society,[object Object],3,[object Object]
Where is the trust?,[object Object],People prefer to seek out information about companies when they want it – through Google searches or traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel companies only communicate to sell them things.,[object Object],The priorities of consumers and employees have more in common than might be expected: although employees do prioritise paying employees a fair wage over quality products and services,[object Object],4,[object Object]
Top of mind in 2011,[object Object],5,[object Object]
Protests in 2011,[object Object],6,[object Object]
The economic crisis needs no translation,[object Object],In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response),[object Object],7,[object Object]
Bonuses, the crisis and golden parachutes have undercut trust in CEOs,[object Object],In the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response),[object Object],8,[object Object]
Large corporations are seen to be motivated by money, profit and greed,[object Object],When you think of large corporations, what is the first word that comes to mind? (Open-end response),[object Object],9,[object Object]
Trust in Companies and Organisations,[object Object],10,[object Object]
Provenance is a key factor in trust in business,[object Object],[object Object]
In Switzerland, trust is strongest at the local and national levelCompared to two years ago, are you more or less trusting of..?(Ranked by Switzerland, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] ),[object Object],11,[object Object]
Overall, trust is very low towards businesses and central gov’t,[object Object],[object Object],Compared to two years ago, are you more or less trusting of..? (Ranked by Switzerland, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] ),[object Object],12,[object Object]
Trust is strongest on the home front,[object Object],[object Object],Which of the following is closer to your opinion?,[object Object],13,[object Object]
Australia, Japan and the US are the most trusted countries,[object Object],[object Object]
Trust for the BRIC countries is very lowThinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing among Switzerland, European average shown in parenthesis),[object Object],14,[object Object]
And the US, Japan and Australia have  the most trustworthy foreign-owned companies,[object Object],[object Object],Thinking about foreign-owned companies, which country do you think has companies which are the most trustworthy? (Showing Switzerland, European average in parenthesis) ,[object Object],15,[object Object]
Many industrial groups are more trusted than traditional thought leaders,[object Object],[object Object]
In Switzerland, NGOs are far more trusted than in the rest of EuropeEur. Avg,[object Object],Switzerland,[object Object],For each of the following, please indicate how trustworthy you consider each group or industry to be...? (Showing Very/Somewhat Trustworthy on a four-point scale, ranked by Switzerland combined),[object Object],16,[object Object]
Having products and services that are good value is important across Europe,[object Object],[object Object],Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Switzerland),[object Object],17,[object Object]
Having products and services that are good value is important across Europe,[object Object],Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Switzerland),[object Object],18,[object Object]
CEOs,[object Object],19,[object Object]
CEOs are seen to be motivated by personal profit and are also seen as less trustworthy than employees,[object Object],[object Object],What do you think most top executives are motivated by? (Ranked by Switzerland)Do you think the average CEO is more or less trustworthy than the average employee? (Showing Switzerland, European average in parenthesis),[object Object],20,[object Object]
Employee and consumer viewpoint,[object Object],21,[object Object]
The desires of consumers and employees are not as disparate as might be expected,[object Object],[object Object]
Unsurprisingly, being more open about mistakes and customer service were more important for consumers than employeesEur. Avg.  ,[object Object],Switzerland,[object Object],Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale, Showing top ten ranked by Switzerland Consumer),[object Object],22,[object Object]
The desires of consumers and employees are not as disparate as might be expected,[object Object],Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Switzerland Consumer),[object Object],23,[object Object]
The desires of consumers and employees are not as disparate as might be expected,[object Object],Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Switzerland Consumer),[object Object],24,[object Object]
Balancing making money with acting responsibly is most commonly associated with ‘Corporate Purpose’,[object Object],[object Object],Which of the following do you think most closely defines ‘Corporate Purpose’? (Ranked by Switzerland),[object Object],25,[object Object]
Responsibility and fairness are important,[object Object],[object Object]
Consumers say they would rather pay more for products and services that are produced responsibly and fairlyWhich of the following is closer to your view? ,[object Object],26,[object Object]
While a company’s highest priority should be its consumers, many feel profit comes first,[object Object],[object Object],Which of the following is closer to your view? ,[object Object],27,[object Object]
Overall, companies are seen as dishonest,[object Object],[object Object],Which of the following is closer to your view? ,[object Object],28,[object Object]
Information,[object Object],29,[object Object]
Many search for information on companies, but traditional sources are still important,[object Object],[object Object],Where do you tend to find out information about different companies? (Respondents allowed to select one, ranked by Switzerland),[object Object],30,[object Object]

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