Edelman Trust Barometer 2010 Irish results

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The Edelman Trust Barometer highlights that in contrast to other European countries, Ireland is experiencing a profound and continuing trust crisis. Trust in government and business in Ireland is the lowest in Europe, with business falling from 38% in 2009 to just 31% in this year’s survey. This is against a global average of 50%. Government (the political process) fairs little better with trust levels plummeting to an all time low of 28% from 31% against a global average of 49%. Trust in media and NGO’s has also fallen, but to a lesser extent.

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  • EU + Russia (N=2000 ages 25-64: n=500 ages 25-34 and n=1500 ages 35-64Each country (n=50, ages 25-34; n=150, ages 35-64)
  • Broadly three characterizations of trust markets – Asian Optimism, U.S. pragmatism, European skepticism
  • UK - 76% of UK respondents are more likely to trust a company that partners with NGOs (C80, Ages 25-64) vs. 68% globallyPoland - 71% are more likely to trust a company that partners with NGOs (C80, Ages 25-64)Sweden - 82% are more likely to trust a company that partners with NGOs; tied with Italy for highest of all surveyed countries (C80, Ages 25-64)Spain - 62% are more likely to trust a company that partners with NGOs, the lowest out of all EU countries (C80, Ages 25-64)Italy - 82% are more likely to trust a company that partners with NGOs; tied with Sweden for highest of all surveyed countries (C80, 25-64) (C80, Ages 25-64)Italy believe non-profit or NGO representatives (54%) have the highest credibility as spokespeople out of all EU countries (F99-105, Ages 25-64)
  • Sweden’s trust in government increased by 24 points, the highest increase in government of all surveyed countries (A7-11, Ages 25-64)Ireland has the lowest levels of trust in business and government out of all EU countries (A7-11, Ages 25-64)
  • Broadly three characterizations of trust markets – Asian Optimism, U.S. pragmatism, European skepticism
  • Countries like the US are brands where geo-political differences impact perceptions of their multi-nationals
  • Technology increases lead in EU as most trusted industry 77% in 2010 vs 70% in 2009UK - The industries with the largest gains are Energy +14, Retail +13, Technology +12, and healthcare +11 (A26-38, Ages 25-64)France - biggest gains in trust are in Automotive +13, Entertainment +12, and Technology +12 (A26-38, Ages 25-64)Netherlands - Technology is the most trusted industry sector in the Netherlands at 91%, higher than globally (80%) and in the EU (77%) (A26-38, Ages 25-64)Poland’s largest trust in industry declines are Biotech -17, Banks -12, and Media Companies -12 (A26-38, Ages 25-64)Spain - All industry sectors (except banks, which remained the same) increased in Spain (A26-38, Ages 25-64)Italy - Technology is the most trusted industry sector in Italy at 92%, the highest out of all surveyed countries (A26-38, Ages 25-64) Ireland has fairly low trust in industry sectors compared to most other countries (A26-38, Ages 25-64)
  • France - 74% agree that companies will return to “business as usual” after the recession ends (C81, Ages 25-64) vs. 68% globally Netherlands - At 86%, the Netherlands is most likely to believe of all EU countries that companies will return to “business as usual” after the recession ends (C81, Ages 25-64) Spain - 45% agree that companies will return to “business as usual” after the recession ends, the lowest out of all surveyed countries (C81, Ages 25-64)
  • France - 39% agree that government will have influence over banks and financial institutions in the future (C82, Ages 25-64) vs. 68% globally Poland - 50% agree that government will have influence over banks and financial institutions in the future (C82, Ages 25-64) vs. 68% globallyGermany - 20% agree that government will have influence over banks and financial institutions in the future, the lowest out of all surveyed countries (C82, Ages 25-64) Russia - 77% agree that government will have influence over banks and financial institutions in the future, highest out of all EU countries surveyed (C82, Ages 25-64)
  • These close ended questions are indicative of business actions to show tangible evidence and build trust
  • Poland All corporate sources increased from 2009; Corporate communications increased by 13 points to reach 43% (E84-97, Ages 25-64)Germany Corporate or product advertising (4%) is the least credible communications source, the lowest out of all surveyed countries for this response (E84-97, Ages 25-64)
  • France believes that all stakeholders (39%) and Society at large (29%--Survey High) as the most important stakeholders to a CEO’s decisions (D83, Ages 25-64)Ireland believes all stakeholders (64%--EU High) are the most important to CEO’s decisions (D83, Ages 25-64)
  • UK Stock or industry reports (61%) media source credibility increased by eleven points (E84-97, Ages 25-64)France Traditional sources of information are less credible than in 2009; Articles in newspapers shows highest decrease of -13 to reach 16% (E84-97, Ages 25-64)Poland Corporate or product advertising is the least credible communication source at 6% (E84-97, Ages 25-64)
  • No filter – go directly to sourceUK Stock or industry reports (61%) media source credibility increased by eleven points (E84-97, Ages 25-64)France Conversations with company employees decreases 11 points to 25%, now equally as credible as corporate communications (E84-97, Ages 25-64)Sweden - Stock or industry analyst reports (65%--EU High) and news coverage on the radio (61%--Survey High) are most the credible sources of information in Sweden (E84-97, Ages 25-64)France - Traditional sources of information are less credible than in 2009; Articles in newspapers shows highest decrease of -13 to reach 16% (E84-97, Ages 25-64)
  • UK - Stock or industry reports (61%) media source credibility increased by eleven points (E84-97, Ages 25-64)
  • UK - CEOs credibility rises eleven points to 34% in the UK, now similar to a person like yourself (37%) and government officials (36%) (F99-105, Ages 25-64) France - CEO (23%) is the only spokesperson who gained credibility, with an increase of seven points (F99-105, Ages 25-64) Poland - All spokespeople gain credibility; CEOs show greatest increase of 18 points to reach 37% (F99-105, Ages 25-64)Germany believe CEOs (22%) to have the least credibility out of all surveyed countries as a company spokesperson (F99-105, Ages 25-64)Russia believe CEOs (50%) are higher in credibility than all other EU countries (F99-105, Ages 25-64)
  • Edelman Trust Barometer 2010 Irish results

    1. 1. 2010 Edelman Trust Barometer<br />Ireland Findings<br />
    2. 2. The 2010 Edelman Trust Barometer is the firm’s 10th trust and credibility survey. <br />The survey was produced by Edelman’s research firm StrategyOne. <br />It was conducted via telephone with 4,875 opinion leaders from September 29th to December 6th, 2009 in 22 different countries across five continents <br /> For more information on the Edelman Trust Barometer please call: <br />Edelman, Sarah Jane Smith on 01 678 9333 <br />or to view past results, please visit www.edelman.com/trust. <br />
    3. 3. Edelman Trust Barometer at a glance<br />
    4. 4. 4<br />The Edelman Trust Barometer over a decade<br />Rising Influence of NGOs<br />2001<br />Fall of the celebrity CEO<br />2002<br />Earned media more credible than advertising<br />2003<br />U.S. companies in Europe suffer trust discount<br />2004<br />Trust shifts from “authorities” to peers<br />2005<br />“A person like me” emerges as credible spokesperson<br />2006<br />Business more trusted than government and media<br />2007<br />Young influencers have more trust in business<br />2008<br />Business must partner with government to regain trust<br />2009<br />Business performance and societal action critical to trust<br />2010<br />
    5. 5. Trust up but it’s fragile and different than before Trust now an essential line of business<br />Global rise driven by a few countries; US, Italy, Spain, Netherlands but long road to full recovery<br />Business returning to old habits<br />France with Germany are still the most skeptical of business in Europe<br />Trust, transparency as important to reputation as quality products<br />A stakeholder, not a shareholder world <br />
    6. 6. “The rally is being fueled by ‘the green shoots of recovery’ - signs that ‘the worst is behind us in terms of retraction’.”<br /> <br />Ken Wattrest economist with BNP ParibasApril 2009<br />Trust is up (but not in Ireland)<br />
    7. 7. In large European economies, trust in business up but lowIn Ireland, trust in business continues to plummet<br />7<br />Trust in BusinessInformed Publics ages 35-64<br />Optimists<br />Enron, the dot-com bust and September 11 <br />Worldwide Financial Crisis<br />Pragmatists<br />Skeptics<br />A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you &quot;DO NOT TRUST THEM AT ALL&quot; and nine means that you &quot;TRUST THEM A GREAT DEAL&quot;. (Top 4 Box, Trust) Informed publics ages 35-64 in the U.S., UK/France/Germany, India, China and Ireland<br />
    8. 8. Big gains in a few Western countries drive rise in trust in business Ireland is exception to rise in business trust in EU; <br />Trust in Business – Globally <br />8<br />+26<br />-10<br />+18<br />+14<br />+15<br />A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64<br />
    9. 9. Trust in business, government in Ireland are significantly below the E.U. average<br />9<br />Trust in institutions<br />A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 22 countries, the EU, and Ireland<br />
    10. 10. In E.U. countries, trust in government lowest in Ireland Trust in government rose significantly in US, Sweden, France<br />Trust in Government – EU Countries<br />10<br />+16<br />- 10<br />+24<br />+9<br />A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the US and the EU<br />
    11. 11. In a departure from most other E.U. countries, Ireland’s trust in all institutions continues to decline<br />11<br />Trust in institutions – IrelandInformed Publics ages 35-64<br />A7-A10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in Ireland<br />
    12. 12. Across regions, influence of NGOs rises over time; Ireland NGOs falling<br />12<br />Trust in NGOsInformed Publics ages 35-64<br />A10. [Non-government organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India , China and Ireland<br />
    13. 13. U.S. surges as trusted site for global headquartersSweden, Germany, Canada remain most trusted<br />13<br />+10<br />+7<br />n/a<br />n/a<br />n/a<br />A13-25. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you &quot;DO NOT TRUST THEM AT ALL&quot; and nine means that you &quot;TRUST THEM A GREAT DEAL&quot;. (Top 4 box) Informed Publics ages 25-64 in 20 countries<br />
    14. 14. Technology remains most trusted industry sector globally<br />Ireland much less trusting of most industries<br />Significant at 95% confidence level<br />A26-38. Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you &quot;DO NOT TRUST THEM AT ALL&quot; and nine means that you &quot;TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 35-64 in 22 countries, the EU, and Ireland<br />14<br />
    15. 15. 15<br />Since 2007, trust in banks fell in Ireland and most EU countries<br />Trust in Banks – EU CountriesInformed Publics ages 35-64<br />- 20<br />- 28<br />- 12<br />- 11<br />- 16<br />- 16<br />- 17<br />- 25<br />A26-38. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you &quot;DO NOT TRUST THEM AT ALL&quot; and nine means that you &quot;TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 35-64 in the EU<br />
    16. 16. Trust is fragile<br />“Already, we’ve seen speculation that our industry will soon be back to business as usual. Let me say clearly: there are lessons from this crisis that we cannot afford to ignore.”<br />Josef Ackermann, Chief Executive Officer, Deutsche Bank <br />
    17. 17. Only half in Ireland expect business and financial companies to return to old habits<br />17<br />EU Countries<br />C81. After the recession is over, do you expect for business and financial companies to return to “business as usual”? Informed Publics ages 25-64 in the US and in the EU<br />
    18. 18. Most expect government to influence financial institutionsin the futureIreland has more than 70% expecting government oversight<br />18<br />EU Countries<br />C82. How much influence, if any, do you believe government will have over banks and financial institutions in the future? (Read Scale, Select one) Informed Publics ages 25-64 in the US and in the EU<br />
    19. 19. Short-term actions in economic crisis restore trust in businessNow what? <br />19<br />B73-75. How effective would the following actions be in restoring trust in a company? Please use a 9-point scale where one means “NOT AT ALL EFFECTIVE” and nine means “EXTREMELY EFFECTIVE”. The first one is [INSERT FIRST]. How effective is this action to restoring trust in a company on a 9-point scale where one means “not at all effective” and nine means “extremely effective”? (Top 4 box) Informed Publics ages 25-64<br />
    20. 20. Trust is different now<br />“…one of the most important ways to rebuild the system stronger than before is to rebuild trust stronger than before—and you do not have to wait for a new law to do that.” <br />President Barack Obama, speech to financial community, Federal Hall, New York. September 2009<br />
    21. 21. Corporate reputation based on trust and transparency as much as quality<br />Significant at 95% confidence level<br />B63.-72. How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 22 countries, the EU, and Ireland<br />21<br />
    22. 22. Trust, transparency, and high quality products among top reputation drivers; leadership, financial least <br />22<br />Company Reputation Factors<br />B63.-72. How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64<br />
    23. 23. A stakeholder, not a shareholder, world<br />Which stakeholder should be most important to a CEO’s business decisions?<br />EU Countries<br />Ireland<br />D83. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions? Informed Publics ages 25-64 in 22 countries and in the EU and Ireland<br />23<br />
    24. 24. Corporate partnerships with NGOs build trust<br />24<br />EU Countries<br />C80. Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as climate change, alleviating poverty or curing diseases, than you would be to trust a company that works alone? (Net More Likely: Much More + A Little More) Informed Publics ages 25-64 in the EU<br />
    25. 25. Globally, expertise still drives credibility of information sources<br />Traditional<br />Corporate<br />Digital<br />Significant at 95% confidence level<br />E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64 in 22 countries, the EU, and Ireland<br />25<br />
    26. 26. Traditional news sources and conversations with friends, peersdrop in credibility <br />2008 2010<br />Newspapers<br />Friends/peers<br />TV news<br />Radio news<br />- 23<br />- 24<br />- 20<br />- 12<br />- 20<br />- 13<br />- 24<br />- 20<br />- 14<br />- 15<br />- 18<br />E84-97. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) Informed Publics ages 35-64 <br />26<br />
    27. 27. With trust being down across the board, academics/experts and industry analysts lost most credibility as spokespeople in Ireland<br />Credible Spokespeople – Ireland<br />- 21<br />- 11<br />F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that 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 Ireland<br />27<br />
    28. 28. In key markets, CEOs recover trust in a yearTrend up or hold ground over time<br />28<br />Credible Spokespersons – CEOInformed Publics ages 35-64<br />+7<br />+9<br />F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be? (Top 2 Box) Informed Publics ages 35-64 in the US, the EU, Ireland, and China<br />
    29. 29. Conclusions<br />Trust is different now – earned from multiple sources <br />Corporate reputation based on performance, role in society, transparency, not profit <br />Shift from shareholder to stakeholder world <br />Mandate and expectation for Government intervention <br />Ireland again experienced profound decline in trust <br />
    30. 30. For more information on the Edelman Trust Barometer please call: <br />Edelman, Sarah Jane Smith on 01 678 9333 <br />or to view past results, please visit www.edelman.com/trust. <br />
    31. 31. 2010 Edelman Trust Barometer<br />

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