Edelman Trust Barometer 2013 Ireland learnings

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An overview of public trust in Ireland towards business, banking and government in 2013.

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  • Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64
  • 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in 20-country global total
  • 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in Ireland
  • Q11-14. [Business in General and Government in General] 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 25-64 in 26-country global total and across 25 countries*Data used is Informed Public Ages 35-64
  • Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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, Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 25 markets
  • Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders and government leaders to do the following? (Top Box- Trust A great Deal) Informed publics across 26-country global total
  • Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in Ireland
  • Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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 25-64 (only industries tracked from 2012 to 2013 shown) in Ireland
  • This year, we took a deeper look at banking and financial services, the lowest ranking at our industry look. We look on a comparative basis from 2008-2013. This 5 year snapshot is the best way to ground ourselves in the global reality of what’s gone on for the sector. There has been a precipitous drop in this industry globally. China and Mexico remain as outliers. In 2008, if you look at the yellow bars, about two thirds of the markets surveyed had a trust level around 50%. Comparatively speaking, in 2013, the blue bars, two thirds of the markets are now showing a trust level below 50%.The numbers in red call out the drops experienced in high double digits like the US, UK, and Netherlands. While this paints a rather bleak picture, we have seen a doubling of the trust in the US in the past 2 years among informed publics. That said, the overriding sentiment is one of a questioning nature.
  • Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? (Total Excellent/Good) Q43-60. [Banking TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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 25-64 in UK, Germany, France, Italy, Spain, Ireland, Netherlands, Poland, Sweden, Russia, and Turkey
  • Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in Ireland
  • Q205B. Please indicate how much you trust the European System of Central Banks to do what is right for Europe in general. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal” to do what is right for Europe in general. (Top 4 Box – Trust) (Bottom 4 Box – Do not Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
  • Q204B. Over the past year, would you say that things in Europe are going in the right direction or have they gotten off on the wrong track? Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
  • 202B. How much do you trust the German government to do what is right for the Eurozone in resolving the Eurozone debt crisis? Please use a 9-point scale where one means that you “do not trust the German government at all” and nine means that you “trust the German government a great deal” to do what is right for the Eurozone in resolving the Eurozone debt crisis. (Top 4 Box - Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
  • 203B. Who do you trust more to manage the current Eurozone debt crisis: [ROTATE:] your national government or the European Union? Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
  • Q11-14. [Media in General 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 25 countries
  • Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". Informed Public in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); EU Region; Ireland
  • Q130-143. [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, Very/ Extremely Credible) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and Ireland (only spokespeople tracked from 2012 to 2013 shown)
  • Q80-Q96. [TRACKING] 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 Ireland (excludes ‘Don’t Know’ responses Q114-Q129. 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 Ireland
  • Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)
  • F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countriesF119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries
  • Edelman Trust Barometer 2013 Ireland learnings

    1. 1. IRELAND FINDINGS
    2. 2. OVERVIEW1. The Trust Barometer Explained2. Key Global Findings3. The State of Trust4. Trust in Business & Government5. Sources of Information6. Trust Building7. Conclusions
    3. 3. EDELMAN TRUST BAROMETER IN RETROSPECT 2013 CRISIS OF LEADERSHIP 2012 THE FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS 2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST 2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS 2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA 2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON 2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS 2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT 2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING 2002 FALL OF THE CELEBRITY CEO 2001 RISING INFLUENCE OF NGOS3
    4. 4. KEY GLOBAL FINDINGSMAIN THEMES OF 2013 TRUST BAROMETER• Trust coming back post credit crisis but fragile• Crisis of Leadership • Europe on wrong track, low trust in central banks • Governments perceived to be incompetent or corrupt • Business competent but behaving badly, wrong incentives • Large gap between expectations of business and performance • Ireland remains a Trust laggard • Banking sector facing critical challenge
    5. 5. STATE OF TRUST
    6. 6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 Singapore 76 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil 51 France 54 UK +12 Sweden 52 Sweden 54 Sweden 49 US +10 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 6 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64
    7. 7. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL TRUST A GREAT DEAL 58% 53% 43% 48% GOVERNMENT 12% 16% 14% 17% BUSINESS 2012 2013 2012 2013 63% 58% 57% 52% 19% 22% 17% MEDIA 15% NGOS 2012 2013 2012 2013 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 one7 means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in 20-country global total
    8. 8. IRELAND – STILL DISTRUSTERSTRUST IN INSTITUTIONS – IRELAND TRUST A GREAT DEAL 44% 43% 35% 32% GOVERNMENT 8% 4% 8% 6% BUSINESS 2012 2013 2012 2013 63% 53% 45% 35% 18% 17% MEDIA 10% 8% NGOS 2012 2013 2012 2013 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 that8 you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in Ireland
    9. 9. TRUST IN BUSINESS & GOVERNMENT
    10. 10. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 74% 64% 63% 65% 62% 62% 63%59% 60% 61% 60% 57% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48% 48% 49% 44% 44% 44% 44% 41% 43% 40% 40% 35% 33% 32% 32% 30% 29% 31% 19% 20% 10 Q11-14. [Business in General and Government in General] 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 25-64 in 26-country global total and across 25 countries
    11. 11. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR CREDIBILITY RATING 2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS CEO Credibility Government official or Business leaders trusted less than regulator Credibility 50% in 16 of 26 markets Government leaders trusted less than 50% in 21 of 26 markets 73% 70% 62% 60% 56% 55% 54% 54% 55%50% 52% 52% 52% 54% 48% 47% 48% 45% 43% 45% 41% 42% 41% 38% 39% 37% 40% 36% 36% 37% 36% 37% 36% 35% 35% 35% 32% 34% 34% 31% 32% 27% 28% 27% 26% 23% 25% 25% 22% 22% 22% 18% 15% Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) Below is a list of people. In general, when forming an opinion of a company, if you heard 11 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, Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 25 markets
    12. 12. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 27% 19% 20% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE ISSUES INDUSTRIES THAT ARE DECISIONS TRUTH, REGARDLESS OF HOW EXPERIENCING PROBLEMS COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 17% 17% 17% 14% SOLVE SOCIAL OR SOCIETAL ISSUES INDUSTRIES THAT ARE EXPERIENCING PROBLEMS THE DECISIONS CORRECT ISSUES WITHIN MAKE ETHICALTELL YOU AND MORAL TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT12 Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders and government leaders to do the following? (Top Box- Trust A great Deal) Informed publics across 26-country global total
    13. 13. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – IRELAND (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 32% CORRUPTION OR FRAUD 22% 57% 37%WRONG INCENTIVES DRIVING BUSINESS DECISIONS 25% WRONG INCENTIVES DRIVING POLICIES 15% LACK OF REGULATION OR CONTROL 20% LACK OF REGULATION OR CONTROL 7%POOR PERFORMANCE/ INCOMPETENCE 14% POOR PERFORMANCE/ INCOMPETENCE 45% TRANSPARENCY ISSUES 6% TRANSPARENCY ISSUES 9% 13 Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in Ireland
    14. 14. FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED TRUST IN INDUSTRIES – IRELAND 2012 2013 Technology 74% Technology 64% Food and beverage 60% Food and beverage 59% Brewing and spirits 55% Automotive 56% Automotive 55% Brewing and spirits 54% Telecommunications 53% Telecommunications 53%Consumer packaged goods 52% Consumer packaged goods 51% Pharmaceuticals 51% Energy 45% Energy 49% Pharmaceuticals 44% Media 34% Media 40% Financial services 18% Financial services 18% Banks 17% Banks 15% 14 Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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 25-64 (only industries tracked from 2012 to 2013 shown) in Ireland
    15. 15. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVEL INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011 2008 2013 US Trust in Banking Industry has doubled over past two years, from 25% (2011) to 50% (2013) among Informed Publics 25-64. 83% 83% 80% 72% 71% -20 69% 67% 63% -19 -11 61% 59% 60% 59% -25 56% 54% 56% 53% 52% -1350% 49% 49% 49% 51% 47% -25 -26 45% 47% 44% -19 45% 38% 42% -24 35% 35% 32% 31% 31% 26% 23% 22% 19% 11% 15
    16. 16. BANKS PERFORMANCE REPORT CARD 50%+ =  SCORING 40-49% = O RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY <40% = X Rating of Banks’ Performance Nether- in each of the following UK Germany France Italy Spain Ireland Poland Sweden Russia Turkey lands (Total Excellent/Good)Lending to small businesses X X X X X X X X X X OProviding home mortgage loans X X X X X X X X O X OOffering reasonable credit cards X X O X X X O X X X XTrading and investing in governmentdebt X X X X X X X X X X X Ensuring the privacy & security ofcustomers personal information X O  X X X O   X O Overseeing initial public offerings forcompanies X X X X X X X X X X Trust in Banking Industry 29% 26% 34% 32% 22% 15% 31% 47% 41% 47% 35% Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? (Total Excellent/Good) Q43-60. [Banking TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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 25-64 in UK, Germany, France, Italy, Spain, Ireland, Netherlands, Poland, Sweden, Russia, and Turkey
    17. 17. TRUST DEFICIT IN BANKS LINKED TO CULTURE WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – IRELAND (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR) LACK OF REGULATION CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES 23% 37% 66% of causes of BANKS ARE TOO LARGE scandals are 8% internal and within business’CHANGES IN THE ECONOMY 2% 2% control CONFLICTS OF INTEREST 27% CORPORATE CORRUPTION Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, 17 seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in Ireland
    18. 18. LOW TRUST IN THE SYSTEM OF CENTRAL BANKS IN SPAIN AND GERMANYTRUST IN THE EUROPEAN SYSTEM OF CENTRAL BANKS TO DO WHAT IS RIGHT FOR EUROPE Trust Central Banks Do not Trust Central Banks 59% 49% 51% 43% 45% 45% 44% 40% 40% 41% 37% 39% 38% 34% 35% 35% 36% 36% 35% 24% EU Spain Germany UK Sweden Poland Ireland Italy France Netherlands 18 Q205B. Please indicate how much you trust the European System of Central Banks to do what is right for Europe in general. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal” to do what is right for Europe in general. (Top 4 Box – Trust) (Bottom 4 Box – Do not Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
    19. 19. GENERAL CONSENSUS THAT EUROPE IS OFF ON THE WRONG TRACK OVER THE PAST YEAR, WOULD YOU SAY THAT THINGS IN EUROPE ARE GOING IN THE RIGHT DIRECTION OR HAVE THEY GOTTEN OFF ON THE WRONG TRACK? In the Right Direction Off on the Wrong Track 70% 66% 63% 64% 64% 61% 62% 61% 51% 49% 39% 36%28% 29% 29% 26% 25% 25% 24% 22% EU France Ireland Italy Poland UK Spain Sweden Netherlands Germany19 Q204B. Over the past year, would you say that things in Europe are going in the right direction or have they gotten off on the wrong track? Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
    20. 20. NETHERLANDS, SWEDEN AND FRANCE MOST TRUSTING OF GERMANGOVERNMENT TO RESOLVE THE DEBT CRISISTRUST IN THE GERMAN GOVERNMENT TO DO WHAT IS RIGHT FOR THE EUROZONE IN RESOLVING THE DEBT CRISIS TRUSTERS NEUTRAL DISTRUSTERS 81% 61% 58% 52% 54% 51% 48% 43% 40% 33% EU Netherlands Sweden France UK Poland Germany Italy Ireland Spain 202B. How much do you trust the German government to do what is right for the Eurozone in resolving the Eurozone debt crisis? Please use a 9-point scale where one20 means that you “do not trust the German government at all” and nine means that you “trust the German government a great deal” to do what is right for the Eurozone in resolving the Eurozone debt crisis. (Top 4 Box - Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
    21. 21. EUROPE DIVIDED ON WHO IS MOST TRUSTED TO SOLVE THE DEBT CRISISTRUST TO MANAGE THE CURRENT EUROZONE DEBT CRISIS European Union Your National Government TRUST EU MORE THAN OWN GOVT TO MANAGE THE CURRENT EUROZONE DEBT CRISIS 68% 64% 59% 50% 49% 48% 46% 44% 44% 41% 41% 40% 38% 32% 32% 32% 21% 22% 18% 16% EU France Italy Ireland Spain Poland Netherlands UK Germany Sweden21 203B. Who do you trust more to manage the current Eurozone debt crisis: [ROTATE:] your national government or the European Union? Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany
    22. 22. SOURCES OF INFORMATION
    23. 23. STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 57% 57% 57% 54% 54% 52% 51% 50% 49%50% 47% 50% 49% 47% 47% 47% 48% 45% 46% 45% 45% 45% 42% 43% 43% 42% 41% 38% 37% 35% 36% 38% 33% 26% N/A Q11-14. [Media in General 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 23 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 25 countries
    24. 24. TRADITIONAL MEDIA STILL MOST TRUSTED IN IRELAND TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging EU Ireland 75% 71%63% 64% 66% 65% 61% 62% 58% 58% 51% 52% 51% 43% 44% 43% 42% 41% 37% 33% 35% 29% 31% 19% 22%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". Informed Public in 26-country global total, Developed (US, UK, France, 24 Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); EU Region; Ireland
    25. 25. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE 2013 2012 2013 Academic or expert 68% Academic or expert 69% 74% Technical expert in the Technical expert in the 60% 66% 67% company company A person like yourself 65% A person like yourself 61% 54% Regular employee 50% Financial or industry 51% 46% analyst NGO representative 50% NGO representative 51% 54%Financial or industry analyst 46% Regular employee 50% 54% CEO 38% CEO 43% 36% Government official or 29% Government official or 25% regulator 36% regulator Q130-143. [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 25 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and Ireland (only spokespeople tracked from 2012 to 2013 shown)
    26. 26. TRUST BUILDING
    27. 27. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – IRELAND Gap Importance -43 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67% Performance 24% 66% -46 TREATS EMPLOYEES WELL 20% PLACES CUSTOMERS AHEAD OF PROFITS 62% -47 15% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 62% -26 36% 61% -41 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 20% HAS ETHICAL BUSINESS PRACTICES 61% -42 19% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 59% -42 17%COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% -38 BUSINESS 17% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% 19% -34 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 46% COMMUNITY IN WHICH THE COMPANY OPERATES 17% -29 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 46% 17% -29 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 37% -11 26% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 37% 17% -20 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 32% 15% -17 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 30% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 17% -13 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 30% ADDRESS SOCIETAL ISSUES 10% -20 Q80-Q96. [TRACKING] 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 27 Population in Ireland (excludes ‘Don’t Know’ responses Q114-Q129. 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 Ireland
    28. 28. SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be 28 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26- country global total (excludes Don’t Know Responses)
    29. 29. TRUST HAS TANGIBLE BENEFITSIN 2011, 85% OF RESPONDENTS SAID THEY CHOSE TO BUY PRODUCTS/SERVICES FROM A COMPANY THEYTRUST WHILE 73% WOULD REFUSE TO BUY FROM A COMPANY THEY DISTRUSTACTIONS TAKEN OVER PAST 12 MONTHS (2011) - GLOBAL DISTRUSTED COMPANIES _+ TRUSTED COMPANIES 73% 85% Refused to buy products/services Chose to buy products/services 67% 75% Criticized them to a friend/colleague Recommended them to a friend/colleague 54% Paid more for products/services 33% 44% Shared negative opinions online Shared positive opinions online 19% 30% Sold shares Bought shares F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries
    30. 30. LESSONS FOR LEADERS Observe re-ordering of authority Old values are not sufficient Clear opportunity for business Trust is fragile and perceived behaviors are an anchor30
    31. 31. TO VIEW THE FINDINGS IN FULL VISITwww.edelman.ie

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