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The great value of more Community Trust - How trust impacts community behaviour and engagement

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The importance of trust in the local community. …

The importance of trust in the local community.
Trust is clearly the key driver of community engagement, care and safety. This study looked at 4 critical community engagement areas:
Neighbour relations - How we engage with neighbours
Community support & safety – willingness to volunteer and report offences
Community prosperity – keeping local dollars local and willingness to recommend living in my area
Political support – voting and council support

For each item we compared the average against the answers of those that have low trust in the community vs those that highly trust.

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  • Latest HuTrust study from mext - Community Trust. 50% of Australians don't trust their local communities. Surprised? We were, especially considering the banks are better trusted.
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  • 1. How trust impacts communitybehaviour and engagement.This publicationand results are copyright mext 2013. HuTrustand the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by anymeans is not permitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.The great value of moreCommunity Trust.All images copyright Istock and used under license by ifm & mextAnalysing the drivers and inhibitors of trust in the community andcouncils usingMarch 2013 prepared by Stefan Grafe md mext, Stefan.grafe@mextcosulting.com phone: +61 3 9428 5417
  • 2. Base: all respondents, n = 1346Half of residents surveyed say they trusttheir local community, 14% activelydistrust their community and 15%strongly trust their community.0%5%10%15%20%25%30%35%40%Distrust No trust Low trust High trust
  • 3. mext helps clients build greater customervalue through brand development,customer experience, innovation andengagement planning.Knowing that trust is most valuable tocustomers, we specialise in building trustin the client’s organisation, brands, peopleand products.With strong international experience,rigorous processes and world best tools wework with many of the foremostorganisations to significantly improve theirperformance.351732www.hutrust.com www.mextconsulting.commelissa.wraith@mextconsulting.comStefan.grafe@mextconsulting.com + 61 3 9428 5417Melbourne inner east vsouter east comparisonHuTrust® Profile – whatresidents (don’t) trust forThe importance & levels oftrust in the communityWhat drives trust 29
  • 4. 4HuTrust® (Human Trust) is the correctunderstanding of what constitutes trust.HuTrust® identifies and examines the 6components of trust.HuTrust® is proven to explain at least 75% of trust(statistically 65% is considered very high).Mext and its partners can help you qualitativelyanalyse your trust weaknesses and strengths anddefine actions to improve it.HuTrust® in quantitative surveys is a system of 6statements that can be inserted into any survey toprovide a sound analysis and tracking for yourspecific community.Psychologically correct, statistically and practicallyproven; HuTrust® is the only scientifically robustmethodology to understand, build and managetrust that is used the world over.OK? So what. How do you evenmeasure trust?Trust is a critical driver ofengagement and customervalue.Satisfaction and advocacy scorescan be analysed using HuTrust®.If you want people to:buy more, try more, pay morethen harnessing trust is the key.
  • 5. Community trust is considered thebedrock of our society and a vitalindicator of community strength.Much is talked about theimportance of communityengagement and many activities atlocal, state and corporate level aimto improve community cohesion.With so much focus and investment,where do we stand then? Is all thetalk about our great communitiestrue? Is the investment working?We wanted to find out.In November 2012, mext surveyed 1346adults across Australia. The survey wasconducted online through Australia OnlineResearch. The statistical error margin is2.7%.We bolstered the quantitative survey with15 in person interviews to provide morerichness of insight.We wanted to find out- How Australians think about and behavein their local communities.- How this is different depending on theirtrust in their community.- If they trust their community and what(not) for.The methodology to analyse trust is calledHuTrust®.Community & Trust – studybackground.
  • 6. Why bother?The importance of trust in the local communityTrust is clearly the key driver ofcommunity engagement, careand safety.We looked at 4 critical community engagement areas:1) Neighbour relations - How we engage with neighbours.2) Community support & safety – willingness to volunteerand report offences.3) Community prosperity – keeping local dollars local andwillingness to recommend living in my area.4) Political support – voting and council support.For each item we compared the average against the answersof those that have low trust in the community vs those thathighly trust.
  • 7. I know my neighbours.On average 1/3 strongly agree that they knowtheir neighbours.But if people highly trust their community, thisalmost doubles to 60%.0%5%10%15%20%25%30%35%40%45%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsLevel of Agreement
  • 8. I help my neighbours.On average just over 1 in 4 strongly agreethat they help their neighbours.With people who highly trust theircommunity this doubles to over half.0%5%10%15%20%25%30%35%40%45%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsLevel of Agreement
  • 9. I would report offences to the authorities.Of all respondents 52% agree strongly that theywould report offences. But 77% of those that havehigh trust in their community strongly agree. This is akey indicator for actively caring for the communityand speaking up.0%10%20%30%40%50%60%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsLevel of Agreement
  • 10. I volunteer in my community.Volunteering is a very important aspect of communitylife and critical for functioning. On average 21%disagree strongly that they volunteer and 25% agreestrongly that they do.However, among those that highly trust theircommunity only 12% disagree strongly but half agreestrongly that they volunteer in their community.0%5%10%15%20%25%30%35%40%45%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsLevel of Agreement
  • 11. 0%10%20%30%40%50%60%70%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsI prefer shopping locally.Keeping money in the local community and shops is akey aim of councils. On average 60% strongly preferto shop locally, while with high trusters this shoots upto 81%.Level of Agreement
  • 12. 0%10%20%30%40%50%60%70%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsI would recommend living in my local area.On average 38% strongly agree that they wouldrecommend living in their community.If people have high trust in their community this risesto 73% - almost double the average.Level of Agreement
  • 13. 0%5%10%15%20%25%30%35%40%45%50%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsIf I was planning to invest in property I would investin property locally.Another important economic indicator is the localproperty investment. On average 1 in 3 agreesstrongly that they would invest in property locally.With high trusters this rises to 6 in 10.Level of Agreement
  • 14. If I was planning to invest in business, I wouldinvest in business locally.Propensity to invest in local business is anotherimportant indicator for monetary retention. Onaverage 27% agree strongly that they would investin business locally. With high trusters the propensityrises by 200%.0%5%10%15%20%25%30%35%40%45%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsLevel of Agreement
  • 15. 0%10%20%30%40%50%60%70%80%90%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsI vote in elections.Mandatory voting may explain that 75% agreestrongly they will vote in elections. But with thosethat highly trust their community this still rises to89%.Level of Agreement
  • 16. 0%5%10%15%20%25%30%0 1 2 3 4 5 6 7 8 9 10Highly trust their communityTrust their communityAverage all respondentsI generally support local council direction/decisions.Out of 1346 answers, no one gave a 10/10.On average 1 /10 strongly agree they support councildecision in general. With high trusters that rises to24%. Overall 44% agree in general with the councildecisions while 47% generally disagree with thecouncil decisions.Level of Agreement
  • 17. Know my neighboursThe more residents trust their local community, the more they do to makeit more successful.If I trust my community I ….Help my neighbours Report offences VolunteerPrefer shoppinglocallyRecommend livinghereWould prefer to investin property hereWould prefer to investin business hereVote in elections Support councildecisions72% 66% 88% 53%89% 88% 69% 60%88% 46%
  • 18. Understanding what ourcommunity’s trust is made ofcan help improve communitytrust.HuTrust® Analysis
  • 19. HuTrust® dimensionalises trust into its 6facets. Psychologically correct Statistically proven Practically proven with many leadingorganisations from Australia to Qatar.www.hutrust.com19HuTrust® is trademark of ifm in depth research and strategies and Stefan Grafe. The HuTrust® Model, its facets, descriptors and statements are copyright ifm in depth research and strategies and may notbe used, reproduced or stored in any medium unless expressly permitted by ifm. HuTrust® is applied in Brand trust development, Customer experience & value proposition development, Sales andBusiness Development Performance & Training, Employer branding & Employee engagement, Manager Coaching & Leadership training, transformation and change management and corporate affairs &PR. All images copyright Istockphotos and used under license by ifm & mext.Whenever customers interact withyou or think of you, they assess youagainst the 6 drivers of trust.To understand what trust or the lackthereof is made of, we use HuTrust®.HuTrust® (for human trust) displays the 6 facets thatmake up trust.This enables us to understand what residents (don’t)trust for and therefore to act accordingly.
  • 20. Base: all respondents, n = 1346As we saw…..Half of residents surveyed say they trust theirlocal community, 14% actively distrust theircommunity and only 15% strongly trust theircommunity.Distrust No trustLowtrustHightrust0 1 2 3 4 5 6 7 8 9 10
  • 21. 6.36.26.36.05.65.86.04 5 6 7 8TrustStabilityDevelopmentRelationshipBenefitVisionCompetenceAverage Score‘Trust my Local Community’ HuTrust® ProfileBase: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.HuTrust® ProfilesIn the HuTrust® Profile we can see how residentsscore their trust for each of the 6 dimensions oftrust.On average residents score each of the HuTrust®facets below the trust threshold of 7 – meaning notrust or trust neutral. Trust in a benefit and trust inan appealing vision/direction score lowest.
  • 22. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.I trust my Local Community for its stable foundation.Half lack trust in their community’s stability.For having built a strong foundation, distrust is as high ashigh trust. The high proportion of 5 scores, non trust,throughout is notable.Stability trustDistrustNotrustLowtrustHightrust0 1 2 3 4 5 6 7 8 910
  • 23. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.Examples:‘I’ve been living here for 30 years. At thestart everyone knew each other andlooked after each other. But that wasthen. Now I feel we have lost much ofthat.’‘Many in my area have lived here for along time and newcomers areintegrated very quickly.’
  • 24. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.I trust my Local Community to develop well in the future.Half trust that their community will develop well in thefuture. The other half doesn’t.Development trustDistrust No trust Low trust High trust0 1 2 3 4 5 6 7 8 9 10
  • 25. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.‘There is a lot going on, but I feel the manychanges are for the better.’‘Can’t get into childcare, more and moreshops are closing and less and less housesare well presented. I don’t think it is going toget better, probably worse.’Example:
  • 26. Base: all respondents, n = 134643% trust that their community can relate well to people likethemselves. 1 in 6 distrust for that.I trust that my community can relate well to people like me.Distrust No trust Low trust High trust0 1 2 3 4 5 6 7 8 9 10Relationship trustThis publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.
  • 27. Base: all respondents, n = 1346‘Everyone seems so busy and occupied withthemselves. I hardly see any of my neighbours.’‘Whenever I call council about something no oneproperly knows and no one does anything at theend.’‘I expected contacting council to be a drag, but itturned out to be friendly and helpful’.Example:This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.
  • 28. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.I trust my community to be valuable in my daily life.25% actively distrust their community to be of benefit to them.41% trust their community to be valuable in their daily lives.Benefit trustDistrust No trustLowtrustHightrust0 1 2 3 4 5 6 7 8 9 10
  • 29. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.Example:‘I feel like I just live here. I don’t thinkI get anything from my local area orcouncil – except for bills’.‘Events like the annual fair are great.’
  • 30. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.I trust my community for an appealing vision.1 in 6 actively distrust the vision. More than the number thathighly trust the vision. 42% are ambivalent and 40% trust in theircommunity’s vision.Vision trustDistrust No trustLowtrustHightrust0 1 2 3 4 5 6 7 8 910
  • 31. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.Example:‘I feel we are trying to stay or become a good andprogressive community that integrates people fromall walks of life.’‘They sometimes send those surveys around. But thesurveys are meaningless and, whatever I answer, theyseem to be doing the opposite.’‘They have this stupid slogan that doesn’t sayanything. I wouldn’t have a clue what their vision is.The councillors are no better. Even when you readabout them, it is just drizzle to get elected.’
  • 32. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.I trust my community to have what it takes.42% trust the community to have what it takes to succeed.45% are not sure and 13% disagree.CompetenceDistrust No trust Low trust High trust0 1 2 3 4 5 6 7 8 9 10
  • 33. Base: all respondents, n = 1346This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.Example:‘The planners don’t seem to have a clue. Theyapprove the most ridiculous developments and holdup the sensible ones. And in the few cases where theydo the right thing, they get smashed by VCAT or theplanning minister.’‘We have enough clever people and resources tomake it a great environment.’
  • 34. Base: all respondents, n = 1346Trust is the key driver for resident’s attitudes andbehaviours that make our communities strong andsuccessful.From this study there is an equal number of residentsthat trust and that don’t trust or distrust.Looking at the HuTrust® SWOT, community orientedorganisations can identify which trust areas could bebuilt better – like understanding what ‘benefit trust’means to our community.Practical implications of building more trust means:• Less objections;• More engagement;• More support for council and community plans andinitiatives.This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.What does this mean?
  • 35. Understanding whatresidents want to trust formost.Base: all respondents, n = 1346To help clients understand what to focus on most, weapply a special regression methodology.It tells us which HuTrust® facets contribute strongestto trusting at this point in time.This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.
  • 36. My Local Community’ HuTrust® DriversTrust would be most strongly affected if residents couldtrust their community more for having built a strongfoundation and to develop well in the future.Base: all respondents, n = 13464%8%12%16%20%24%28%32%36%Stability Development Relationship Benefit Vision Competence‘My Local Community’ HuTrust® DriversThis publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.
  • 37. Base: all respondents, n = 13464%8%12%16%20%24%28%32%36%Stability Development Relationship Benefit Vision Competence‘My Local Community’ HuTrust® Drivers by age18-24 years25-34 years35-44 years45-59 years60+ yearsDifferent age groups need to be engaged differently.When looking at what drives trust in the different age groups, young adults placemost importance in being able to trust their community to develop well in thefuture. Trust in an appealing vision and stability are equal second.For the 25-34 year olds – the first time property buyers – relationship trust is thesecond most important trust driver.This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark of ifm/mext. Copying and publishing by any means is notpermitted without express permission of the copyright holder except as permitted through the Australian copyright act and for information purposes.
  • 38. An example of regionaldifferences:Inner vs. outer east MelbourneThis study is not designed to provide statistically soundlocal level data. Results and drivers may vary by region.
  • 39. My Local Community’ HuTrust®ProfilesBase: inner east Melbourne (n=59), outer east Melbourne (n=54)In Melbourne’s outer eastern suburbs, trust scores overallseem to be slightly higher. In the inner suburbs, trust in abenefit is very low, trending towards distrust.In the outer suburbs trust in an appealing vision borders activedistrust.This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark ofifm/mext. Copying and publishing by any means is not permitted without express permission of the copyright holderexcept as permitted through the Australian copyright act and for information purposes.
  • 40. Base: inner east Melbourne (n=59), outer east Melbourne (n=46)If you would like to understandtrust in your community, theHuTrust Module can be insertedinto your normal tracking orsurveys.mext and their partners can helpyou with the analysis and activetrust building.This publication and results are copyright mext 2013.HuTrust and the 6 drivers of trust are copyright and trademark ofifm/mext. Copying and publishing by any means is not permitted without express permission of the copyright holderexcept as permitted through the Australian copyright act and for information purposes.HuTrust® is the correctunderstanding of what trust ismade up of.HuTrust® is proven to explain atleast 75% of trust (statistically 65%is already considered very high).Mext and their partners can helpyou qualitatively analyse your trustweaknesses and strengths anddefine actions to improve.HuTrust® in quantitative surveys isa system of 6 statements that canbe inserted into any survey toprovide a sound analysis andtracking for your specificcommunity.What can you do?
  • 41. Mext is an international, multi-disciplinaryconsultancy group.grow with vision, precision and certainty®Who GroupAustralia:M. Dudley Email:md@whogroup.comAddress: Level 2, 1Southbank BlvdSouthbank VIC 3006t: +61 3 8636 4001HuTrust® is trademark of ifm in depth research and strategies and Stefan Grafe. The HuTrust® Model, its facets, descriptors and statements are copyright ifm in depthresearch and strategies and may not be used, reproduced or stored in any medium unless expressly permitted by ifm. HuTrust® is applied in Brand trust development,Customer experience & value proposition development, Sales and Business Development Performance & Training, Employer branding & Employee engagement, ManagerCoaching & Leadership training, transformation and change management and corporate affairs & PR. All images copyright Istockphotos and used under license by ifm &mextConcerto MarketingCanadaEmail:rdawson@concertomarketing.comAddress: Suite 250 – 128Hastings St. WestVancouver, BC V6B 1G8t: 604-684-8933To discuss this study and see how you can buildgreater trust with your audience, please contact:PsymaGermanyC. Eisenschmid Email:christina.eisenschmid@psyma.comAddress:Nymphenburger Str. 1480335 MunichPhone:+49 (0) 89 20209610

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