Irish Results of the 2012 Edelman Trust Barometer

2012 Edelman Trust Barometer – EMEA Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Indicates Global Data Online survey in 25 countries Indicates European 30,000+ respondents Union Region Data 1,000 general population respondents per country Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy EMEA select countries: UK, Germany, France, Italy, Spain, Netherlands, Sweden, Ireland, Poland, Russia** and UAE** * This year Informed Publics were surveyed via online methodology instead of telephone ** Note: Russia and UAE are not included in the European Union Region total3 © Edelman, 2012. All rights reserved.

Edelman Trust Barometer in retrospect 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 NGOs4 © Edelman, 2012. All rights reserved.

The Global Picture

Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total7 © Edelman, 2012. All rights reserved.

Distrust is growing; nearly twice as many countries are now skepticsMajority of EMEA countries are “Distrusters” in 2012 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 TRUSTERS India 65 Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argentina 62 Canada 58 India 56 Italy 56 Italy 56 Argentina 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 > U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 < France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries8 © Edelman, 2012. All rights reserved.

The Irish Picture

In Ireland, trust in government rises 2011 to 2012, other institutions same TRUST IN INSTITUTIONS - IRELAND 2011 Informed Public 2012 Informed Public 2012 General Public 46% 43% 35% 36% 23% 20% Government Business 53% 53% 41% 38% 35% 35% Media NGOs 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) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)10 © Edelman, 2012. All rights reserved.

Trust in Government

Ireland: Trust in government improves – globally, majority still distrust TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 78% 75% 75% 64% 62% 61% 56% 52% 53% 52% 52% 51%50% 49% 47% 44% 45% 43% 43% 43% 42% 42% 43% 40% 38% 39% 35% 33% 33% 35% 31% 31% 32% 28% 26% 25% 20% 20% Q11-14. [Government 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 and UAE) and across 25 countries 12 © Edelman, 2012. All rights reserved.

Ireland: Almost 70% do not trust government leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53%50% 48% 50% 51% 50% 46% 47% 46% 46% 44% 43% 43% 42% 40% 40% 38% 36% 34% 36% 34% 34% 29% 27% 26% 23% 24% 17% 13% 14% 10% 10% 11% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 13 © Edelman, 2012. All rights reserved.

Government a long way from meeting public’s expectations in Ireland GOVERNMENT IMPORTANCE VS. PEFORMANCE – IRELAND Government Importance Government Performance Gap EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 77% -65 COUNTRY 12% 77% -66 COMMUNICATES FREQUENTLY AND HONESTLY 11% 76% -66 LISTENS TO CITIZENS NEEDS AND FEEDBACK 10% 73% -62 HAS TRANSPARENT AND OPEN PRACTICES 11% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 65% -51 EMPLOYMENT OPPORTUNITIES 14%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 62% -52 LOCAL COMMUNITIES 10% 59% -47 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 12% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 43% ADDRESS SOCIETAL ISSUES -34 9% 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 Ireland; 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 Ireland 14 © Edelman, 2012. All rights reserved.

+18 adults In S&P downgrade countries, trust in TRUST IN INSTITUTIONS government and business drops sharply 2011 Informed Public Government Business 2012 Informed Public 2012 55% General Public 46% 41% 37% 27% 25% Downgrade countries (France, Italy, Spain) +18 +18 +18 +18 Government Business 54% 43% 42% 45% 40% 32% Non downgrade countries (UK, Germany, Netherlands, Ireland) +18 +18 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) General Population AND Informed Publics ages 25-64 in downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)15 © Edelman, 2012. All rights reserved.

+18 adults +18 adults S&P downgrade countries more likely to consider that things are going in the wrong track in their respective country 48% 42% 34%Right Track 27% 25% 25% 18% 17% 12% 40%Wrong Track 47% 59% 64% 65% 68% 73% 78% 81% Sweden Poland Ireland Germany Netherlands UK France Italy Spain Non downgrade countries Downgrade countries 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 downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)16 © Edelman, 2012. All rights reserved.

Trust in Business

Ireland: Marginal fall in Trust in Business TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 81% 81% 78% 77% 74% 71% 70% 69% 67% 64% 65% 63% 61% 62% 56% 56% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 48%50% 46% 46% 46% 47% 44% 43% 44% 41% 41% 38% 34% 32% 28% Q11-14. [Business 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 and UAE) and across 25 countries 18 © Edelman, 2012. All rights reserved.

In the European Union, business not meeting public’s expectations EUROPEAN UNION REGION Gap LISTENS TO CUSTOMER NEEDS AND FEEDBACK 64% -37 Business 27% Importance Company OFFERS HIGH QUALITY PRODUCTS OR SERVICES 64% -22 Performance 42% TREATS EMPLOYEES WELL 64% -44 20% PLACES CUSTOMERS AHEAD OF PROFITS 61% -42 19% 59% -39 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 20% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 57% -37 20% 57% -36 HAS ETHICAL BUSINESS PRACTICES 21% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 53% -34 BUSINESS 19% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 52% -31 21% 45% -23 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 22% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 45% -26 IN WHICH THE COMPANY OPERATES 19% 41% -8 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 34% -16 Closing the 18% gap on PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 33% -20 expectations SOCIETAL ISSUES 13% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 31% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 21% -10 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 29% 16% -13 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 European Union Region (excludes Russia) (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 European Union Region (excludes Russia)19 © Edelman, 2012. All rights reserved.

Top three most trusted industries consistent from 2011 to 2012, while media, banks and financial services stay at bottom TRUST IN INDUSTRIES – IRELAND 2011 2012 Technology 75% Technology 74% Food and beverage 64% Food and beverage 60% Automotive 61% Automotive 55% Energy 54% Brewing and spirits 55% Telecommunications 54% Telecommunications 53% Consumer packaged goods 53% Consumer packaged goods 52% Pharmaceuticals 51% Pharmaceuticals 51% Brewing and spirits 50% Energy 49% Media 39% Media 34% Financial services 16% Financial services 18% Banks 6% Banks 17% + 11Q16-26. [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 onemeans 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 Ireland20 © Edelman, 2012. All rights reserved.

Ireland: banks at lowest trust for 2 years; French trust in banks falls dramatically TRUST IN BANKS U.K. France Germany Italy Ireland 100% 90% 80% 70% 60% 51% 50% 47% 43% 43% 39% 40% 41% 35% 42% 34% 31% 27% 30% 35% 27% 23% 23% 25% 27% 23% 29% 23% 22% 20% 26% 21% 22% 21% 18% 10% 17% 14% 9% 6% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks 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 35-64 in France, Germany, Italy, Russia and the U.K.21 © Edelman, 2012. All rights reserved.

High demand for business regulation despite lack of trust in government % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 58% 54% 54% 53% 51%50% 49% 48% 48% 40% 40% 38% 36% 35% 34% 30% 30% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 22 © Edelman, 2012. All rights reserved.

Calls for greater protection and responsible behavior WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS? IRELAND 34% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly Business 26% can address PROTECT CONSUMERS from irresponsible business practices on its own 26% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 11% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 3% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 1% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, EMEA– 34%) • Unethical business practices (Global - 28%, EMEA - 22%) • Shortcuts that lead to poor quality (Global - 21%, EMEA -17%) Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Ireland23 © Edelman, 2012. All rights reserved.

CEO credibility low across EU, big decline in France CEO CREDIBILITY U.K. France Germany Italy Ireland 100% 90% 80% 70% 60% 50% 45% 40% 33% 35% 35% 34% 33% 33% 31% 32% 29% 29% 35% 27% 31% 27% 30% 26% 26% 28% 27% 21% 25% 26% 23% 22% 20% 23% 23% 19% 25% 25% 20% 21% 20% 23% 16% 19% 19% 21% 18% 21% 17% 13% 10% 14% 13% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company 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 35-64 in France, Germany, Italy, Russia and the U.K.24 © Edelman, 2012. All rights reserved.

Trust in Media and Spokespeople

Globally: Media only institution to see trust rise – although slight fall in Ireland TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A 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 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 and UAE) and across 25 countries 26 © Edelman, 2012. All rights reserved.

Ireland: Traditional sources and online search engines most trusted TRUST IN INFORMATION SOURCES – IRELAND 2011 Informed Public 2012 Informed Public + 15 41% + 12 32% 26% +7 20% +9 14% 15% 8% 5% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES 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 Ireland27 © Edelman, 2012. All rights reserved.

Credibility of person like yourself and regular employees surges in Ireland CREDIBLE SPOKESPEOPLE – IRELAND 2011 2012 Academic or expert 67% Academic or expert 76% + 9 Technical expert in the company 56% A person like yourself 69% + 23 NGO representative 55% Technical expert in the company 59% Financial or industry analyst 47% NGO representative 55% A person like yourself 46% Regular employee 54% + 19 CEO 35% Financial or industry analyst 46% Regular employee 35% CEO 37% Government official or regulator 31% Government official or regulator 25%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 crediblewould the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64in Ireland28 © Edelman, 2012. All rights reserved.

Trust in NGOs

Despite falls globally NGOs still most trusted institution TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 74% 72% 72% 72% 70% 67% 66% 66% 65%65% 63% 61% 61% 60% 60% 58% 58% 58% 59% 55% 55% 56% 55% 54% 53% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 28% 30% N/A N/A Q11-14. [Non-governmental organizations (NGOs) 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 and UAE) and across 25 countries 30 © Edelman, 2012. All rights reserved.

+18 adultsHigh level of importance for solving social and environmental problems % WHO THINK IT IS IMPORTANT FOR A COMPANY TO BE INVOLVED IN SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS IN THEIR COUNTRY 86% 76% 76% 76% 76% 76% 74% 74% 72% 61% Italy Sweden Russia Germany Netherlands France Ireland Spain UK Poland Q128. & 129. How important is it for companies to take each of the following actions? Please use a nine-point scale where one means that it is not at all important for a company to take that action and nine means it is extremely important for a company to take that action. (Top 4 Box) General Population in Europe32 © Edelman, 2012. All rights reserved.

Business: from business competence to social purpose and engagement a path to greater trust PUBLIC ENGAGEMENT Places customers ahead of profits Takes actions to address issue or crisis Treats employees well Has ethical business practices Communicates frequently and honestly Partners with third parties BUSINESS COMPETENCE SOCIAL PURPOSE Listens to customer needs and feedback Has transparent and open business High quality products or services Works to protect/improve environment Highly regarded, top leadership Addresses societys needs Innovator of new products Positively impacts the local community Delivers consistent financial returns Ranks on a global listQ11-14. [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 ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in the U.K.; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where onemeans 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 U.K. (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population33 © Edelman, 2012. All rights reserved.

Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business34 © Edelman, 2012. All rights reserved.

Trust protects reputation Ireland (2011) When an organisation is distrusted When an organisation is trusted 55% will believe negative information after hearing it 1-2 times 40% will believe positive information will believe positive 21% after hearing it 1-2 times information after 9% hearing it 1-2 times will believe negative information after hearing it 1-2 times35 © Edelman, 2012. All rights reserved.

Scepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – IRELAND Ten or more times Once (1), 3% (10+), 11% Six to Nine times (6- Twice (2), 18% 9), 3% Three times (3), 36% Four or Five times (4 - 5), 28% Three to Five times 64%Q148. [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 beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Ireland 36 © Edelman, 2012. All rights reserved.

Through personal action, trust has tangible benefits Actions Taken Over Past 12 Months – Ireland (2010) Distrusted Companies _+ Trusted Companies 81% 93% Refused to buy products/services Chose to buy products/services 79% 77% Criticized them to a friend/colleague Recommended them to a friend/colleague 69% Paid more for products/services 29% 34% Shared negative opinions online Shared positive opinions online 12% 14% Sold shares Bought shares37 © Edelman, 2012. All rights reserved.

Conclusions

Key take outs Government has a trust deficit but a high expectation for regulation Business must earn license to lead, not just operate Loss of trust among authority figures requires new model of engagement to build reputation Trust is a protective agent and leads to tangible benefits; lack of trust is barrier to change39 © Edelman, 2012. All rights reserved.

If you would like any further information or data specific to your industry, please contact: Laura Fahey on 01 678 9 333. To view previous Trust findings please visit www.edelman.ie40 © Edelman, 2012. All rights reserved.

http://www.edelman.ie	1373
http://storify.com	46
https://twitter.com	12
https://si0.twimg.com	1

Irish Results of the 2012 Edelman Trust Barometer

by Edelman

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 1,432

Statistics

Irish Results of the 2012 Edelman Trust Barometer Presentation Transcript