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2017 Edelman
Trust Barometer
16-18 Trust Survey UK
1
Under-embargo Tuesday 28th
February, 00:01
2017 Youth Trust UK Methodology
Youth Trust UK total sample margin of error: ±3.1%
2
Online survey in 28 countries
17 year...
Trust in
Institutions
32 33
24 26
41 39
17
28
All Four Institutions Distrusted in UK
Source: 2017 Edelman Trust Barometer Q11-620. Below is a li...
88
82
49
40
55
27
32 33
26 26 28 27
18 19
24
93
88
50 48 46 43 41 39
28 27 24 22
17 17 17
Yourfamily
Yourfriends
Othergene...
What do
they care
and worry
about?
67
51
63
58
53
50
31
23
36
24
14
10
To be there for
your family
To be there for
your friends
To achieve a high
level of ed...
16 to 18 year-olds are highly engaged in current and world
affairs
Source: 2017 Edelman Trust Barometer UK Youth Supplemen...
16-18yr olds are the first victims of the social media explosion
Source: 2017 Edelman Trust Barometer UK Supplement, UK Yo...
In their eyes societal change is not happening fast enough
Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth su...
44
25 25
30
34 35
19 18
37
16
27
23 22
16
12
21
16
14
17
59
38 38
42
45
41
25
23
41
19
29
24 23
17
12
20
14
12
14
Socialme...
Attitudes towards
the future
However nearly
2x
more likely
to believe the
system is working
for them than the
general population
46%
35%
19%
Almost hal...
More than 2 in 3 16-18 year olds think their standard of living
will be worse or the same as older generations
Source:2017...
64
61 59
48 47
43
28
52
46 45 45
37 35
22
To be financially
independent
To have a
successful
career
To be able to
buy a ho...
77
63 58 57
48 48 45
41
20 18
10 8 7
The general cost
of living
increasing
Having the means
to buy a property
Having the s...
Concerned about a
post-Brexit world
50 49
1
19
69
2 2
8
Leave Remain Blank Abstained* Don't know/not sure*
The vast majority of 16 to 18 year-olds would
have ...
58
9
22
39
13
39
The refendum should be acted upon The referendum should be ignored There should be a second referendum
Th...
Brexit left the majority of the UK 16 to 18 year-olds worried
about their future
Source: 2017 Edelman Trust Barometer UK S...
50
43 40
37 37
40
35
30
63
60 59
54 53 51
47 45
The political stability in
Europe
The UK economy The future
generation(s)
...
Not one political leader trusted to deliver Brexit
Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement...
26
19
20
15 16
10
32
22
25
34
20
14
The UK Government The House of Lords The House of Commons The European Union The Germa...
Who do they
trust to
deliver the
future they
aspire to?
16 to 18 year-olds distrust all institutions to protect their
future
Source: 2017 Edelman Trust Barometer Youth Supplement...
25 27 28
20 19 19
16
40 39
26 25 25
12
9
Labour Green Party Conservatives Liberal Democrats Scottish National Party UKIP P...
35
24
24 23 23 23
20 19
17 15 15 15
11 11 11
8
29
34
21
30 28 27
12 11
7
10 10 8 8 10 8 7
Theresa
May
Sadiq
Khan
Boris
Joh...
16 to 18s feel they should have a say in the future of the UK
Source: 2017 Edelman Trust Barometer UK Youth Supplement Q16...
21
26
35
42 42
46 46
68
59
44
32
25
21
19
20s 30s 40s 50s 60s 70s 80s or older
16 to 18 year-olds are significantly less t...
The
opportunity
for business
After their immediate circle, 16 to 18 year-olds believe
companies whose products and services they buy and use
understand...
32
Business Expected
to Lead
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree...
51 51 50 50
40
37
32
20
It is almost impossible for
me to imagine having a
“relationship” with a brand in
any meaningful s...
Four in ten have been inspired by brands to get
involved
Source: 2017 Edelman Trust Barometer Youth Supplement Q25 Has a b...
Forming their
opinions
54
48
40
26
31
67
59
50
37 37
Search engines Traditional media Online media Social media Owned media
Traditional media con...
Which is more believable?
They are far more trusting of news from traditional
sources, than those from online sources
37
S...
Which is more believable?
They place greater faith in data and facts than the general
population
38
Source: 2017 Edelman T...
Which is more believable?
They prefer content influenced by logic rather than
emotion
39
Source: 2017 Edelman Trust Barome...
Which is more believable?
16 to 18 year-olds are more likely to believe online search
results than information shared by p...
Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different...
Which is more believable?
16 to 18 year-olds still place their faith in experts
42
Source: 2017 Edelman Trust Barometer Q7...
Teachers and experts are most trusted content
creators amongst 16 to 18 year-olds
Source: 2017 Edelman Trust Barometer You...
44
Source: 2017 Edelman Trust Barometer UK Youth Supplement Q31. How do you learn and hear about new topics or issues? UK ...
45
Source: 2017 Edelman Trust Barometer UK Youth Supplement Q37. Do you ever change your opinion on an important public is...
YouTube and Facebook are the most prevalent social
channels
46
88% 87%
74% 73%
54% 53%
25% 24%
14%
6% 3% 2% 2%
YouTube Fac...
47
Source: 2017 Edelman Trust Barometer UK Youth Supplement Q28. Thinking about the following sources of information, how ...
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Edelman Trust Barometer 2017: Young Adult Edition

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The 2017 Edelman Trust Barometer young adult edition measures trust across a number of institutions, sectors and geographies among 16-18 year olds.

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Edelman Trust Barometer 2017: Young Adult Edition

  1. 1. 2017 Edelman Trust Barometer 16-18 Trust Survey UK 1 Under-embargo Tuesday 28th February, 00:01
  2. 2. 2017 Youth Trust UK Methodology Youth Trust UK total sample margin of error: ±3.1% 2 Online survey in 28 countries 17 years of data 33,000+ respondents total Initial fieldwork was conducted between October 13th and November 16th, 2016 Other data cited in this presentation includes: Online survey in the UK 1,500 respondents total Fieldwork was conducted between 23 December, 2016 and 7 January, 2017 January Supplement, UK Online survey in the UK 1,000 16-18 year olds Fieldwork was conducted between 2-13 February, 2017 Youth Trust UK 2017 Edelman Global Trust Barometer
  3. 3. Trust in Institutions
  4. 4. 32 33 24 26 41 39 17 28 All Four Institutions Distrusted in UK Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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] Base: UK General Population (n=1,150) 4 Percent trust in the four institutions of government, business, media and NGOs, General Population vs. 16 to 18 year-olds Business MediaNGOs Government 50% Neutral Trusted Distrusted 16 to 18 year-olds General Population
  5. 5. 88 82 49 40 55 27 32 33 26 26 28 27 18 19 24 93 88 50 48 46 43 41 39 28 27 24 22 17 17 17 Yourfamily Yourfriends Othergenerations ratherthanyour own TheUnited Nations TheBritishPeople TheEuropean Union NGOs Business Government TheHouseof Commons TheHouseof Lords TheInternational MonetaryFund Politicalpartiesin general Politicalleadersin general Media As with the general population, 16 to 18 year-olds are more trusting of their immediate circle than major institutions Source: 2017 Edelman Trust Barometer UK Supplement Q1/Q9. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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] Base: UK General Population (n=1,150), 16 to 18 year olds (n= 1000) 5 Percent trust in institutions, General Population vs. 16 to 18 year-olds NeutralTrustedDistrusted 16 to 18 year-olds General Population
  6. 6. What do they care and worry about?
  7. 7. 67 51 63 58 53 50 31 23 36 24 14 10 To be there for your family To be there for your friends To achieve a high level of education To prepare for your future To learn as much as you can To have fun To not worry about money To be able to buy what you want when you want To have a positive impact, and help bring change To have an influence on society To actively participate in the political and public debate To actively participate in your local community Friends and family and preparing for the future are of paramount importance for 16 to 18 year-olds today Source: 2017 Edelman Trust Barometer Youth Supplement Q6 . How important are the following for you today? Very Important Base: n=617 7 Percent who think these life elements are extremely important Be there for friends and family Prepare for the future Live for today Contribute to wider society
  8. 8. 16 to 18 year-olds are highly engaged in current and world affairs Source: 2017 Edelman Trust Barometer UK Youth Supplement: Q26. How often do you follow public policy matters in the news? [Net: At least once a week] Base: 16 to 18 year olds (n=1,000) / Q27. How often do you follow each of the following types of news? [Net: At least once a week] Base: 16 to 18 year olds (n=1,000) // Source: 2017 Edelman Trust Barometer UK Supplement: S14. How often do you follow public policy matters in the news? [Net: At least once a week] / S15. How often do you follow business news and information? [Net: At least once a week] Base: General Population (n=1,150) 8 Regular engagement with types of information 82% 80% 52% 44% International news and current events happening in other countries Entertainment news and information Public policy news Business news and information General Population: 58%General Population: 68%General Population: N/AGeneral Population: N/A
  9. 9. 16-18yr olds are the first victims of the social media explosion Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement: Q11/Q18 We would now like you to think about the pace of change across a range of areas. For each, please tell us whether you think that the pace of change is too fast, too slow, or just right. [Top 4 box, Too Fast] Base: UK General Population (n=1,150), 16 to 18 year olds (n = 588) / Q13/Q19. For each of the following industries, please tell us whether you think that the pace of technology development and change is too fast, too slow, or just right. [Top 4 box, Too Fast] Base: UK General Population (n=1,150), 16 to 18 year olds (n = 617) 9 Percent of UK 16 to 18 year-olds who believe change is too fast 59% 41% 42% Social Media Technology sector Digital transformation General Population: 44% General Population: 35% General Population: 41%
  10. 10. In their eyes societal change is not happening fast enough Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth supplement: Q11/Q18 We would now like you to think about the pace of change across a range of areas. For each, please tell us whether you think that the pace of change is too fast, too slow, or just right. [Bottom 4 Box, Too Slow] Base: UK General Population (n=1,150), 16 to 18 year olds (n = 588) // Q13/Q19. For each of the following industries, please tell us whether you think that the pace of technology development and change is too fast, too slow, or just right. [Bottom 4 Box, Too Slow] Base: UK General Population (n=1,150), 16 to 18 year olds (n = 617) 10 Percent of UK 16 to 18 year-olds who believe change is too slow 70% 57% 61% Environmental Sustainability Gender Equality Healthcare General Population: 53% General Population: 40% General Population: 55%
  11. 11. 44 25 25 30 34 35 19 18 37 16 27 23 22 16 12 21 16 14 17 59 38 38 42 45 41 25 23 41 19 29 24 23 17 12 20 14 12 14 Socialmedia Entertainmentindustry Fashion Mediaindustry Mobileindustry Technologysector Foodandbeverage industry Travelindustry Artificialintelligenceand robotics Customerservice Telecommunications Automotiveindustry Retailsector Transportationsector Healthcaresector Bankingandfinancial services Energysector Agricultureandfarming HospitalitySector They worry the pace of change is too fast compared with older generations Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement: Q13/Q19. We would now like you to think about the pace of technological development and change in business and industry today. For each of the following industries, please tell us whether you think that the pace of technology development and change is too fast, too slow, or just right. [Top 4 Box, Too Fast] Base: UK General Population (n=1,150), 16 to 18 year olds (n=617) 11 Percent that believe change is too fast 16 to 18 year-olds General Population
  12. 12. Attitudes towards the future
  13. 13. However nearly 2x more likely to believe the system is working for them than the general population 46% 35% 19% Almost half of all 16 to 18 year-olds in the UK have lost faith in the system Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. UK General Population. // Source: 2017 Edelman Trust Barometer UK Youth Supplement Q46. 16 to 18 year olds (n=1,000) 13 Not at all true 9 8 7 6 5 4 3 2 1 Completely true System failing System working 60% 29% 11% 16 to 18 year-olds General Population
  14. 14. More than 2 in 3 16-18 year olds think their standard of living will be worse or the same as older generations Source:2017 Trust Barometer UK Youth Supplement Q2 Do you feel your life in terms of your level of wealth, comfort, ability to meet basic needs, and ability to buy goods will be better, worse or the same as that of older generations? Base: 16 to 18 year olds (n=1,000) 14 7 24 38 31 Don't know The same Worse off Better off Do you feel your life in terms of your level of wealth, comfort, ability to meet basic needs, and ability to buy goods will be better, worse or the same as that of older generations? s
  15. 15. 64 61 59 48 47 43 28 52 46 45 45 37 35 22 To be financially independent To have a successful career To be able to buy a house To give back and support your parents financially To have enough money to do what you want outside of work To not worry about money To be able to buy what you want when you want To have fun To have as many different experiences as possible To be able to discover the world and travel To have a family To find 'the one' To have a positive impact, and help bring change To have an influence on society Achieving financial stability is their key focus for the future Source: 2017 Edelman Trust Barometer Youth Supplement Q7 . Now thinking about your future, how important are the following for you? Extremely important Base: n=617 15 Percent who believe factors to be extremely important for their future Financial stability Life experiences Family Contribute to wider society
  16. 16. 77 63 58 57 48 48 45 41 20 18 10 8 7 The general cost of living increasing Having the means to buy a property Having the skills for the jobs of the future The cost of higher education Job opportunities in my local area Feeling safe within society Being seen as a failure Having the right training to get a job The impact of social media on everyday life The impact of immigration on UK society in general The pressure to show you have the 'perfect life' online The impact of immigration on my local area Being able to keep up with the latest trends All are concerned by the economic and employment challenges of the future Source: 2017 Edelman Trust Barometer Youth Supplement Q8 . Still thinking about your future, which of the following are you most concerned about? EXCLUDING “NONE OF THESE” Base: n=602 16 Top concerns for the future Economic stability Employment challenges Others’ perceptions Social media pressures Impact of immigration 96% 88% 52% 28% 21%
  17. 17. Concerned about a post-Brexit world
  18. 18. 50 49 1 19 69 2 2 8 Leave Remain Blank Abstained* Don't know/not sure* The vast majority of 16 to 18 year-olds would have voted to remain in the EU Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote…? Base: General population who participated in the UK referendum vote (n=960) 2017 Edelman Trust Barometer UK Youth Supplement Q39. Your generation was not able to participate in the referendum about Brexit. What would you have voted? Base: 16 to 18 year olds (n= 1000) 18 Percent who voted/would vote for each option in the UK referendum on the EU 16 to 18 year-olds Adults who voted *NB: These options were not included in this question for UK General Population survey. They were included as part of a previous screening question.
  19. 19. 58 9 22 39 13 39 The refendum should be acted upon The referendum should be ignored There should be a second referendum The majority do not feel the referendum results should be acted on Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement: Q17/Q40. The results of the referendum are being challenged. What do you think should happen? General population (n=1,150), 16 to 18 year olds (n=1,000) 19 Percent who agree with the following statements 16 to 18 year-olds General Population *NB: Chart does not show “Don't know/ Not sure” response option Feel the referendum result should NOT be acted on 52% (31%)
  20. 20. Brexit left the majority of the UK 16 to 18 year-olds worried about their future Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement: Q22/Q41. Following the UK decision to leave the European Union, would you say you are...UK General Population (n=1,150), 16 to 18 year olds (n=1,000) 20 Percent who feel confident about the future after the Brexit vote 16 to 18 year-olds General Population 36 29 31 64 16 14 Worried about their future Not changed how they feel about their future Confident about their future
  21. 21. 50 43 40 37 37 40 35 30 63 60 59 54 53 51 47 45 The political stability in Europe The UK economy The future generation(s) The UK society Your personal life and future Employment and the job market in the UK The world economy Immigration 16 to 18 year-olds are much more likely to see Brexit as having a negative impact on the future Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement: Q20/Q44. Thinking about the implications of Brexit, how much do you expect the withdrawal of the UK from the European Union to make a positive, negative or no impact in future...[Bottom 4 Box, Negative] UK General Population (n=1,150), 16 to 18 year olds (n=1,000) 21 Percent who see Brexit as having a NEGATIVE impact on the following areas 16 to 18 year-olds General Population
  22. 22. Not one political leader trusted to deliver Brexit Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement Q19/Q43 Please indicate how much you trust the following members of the Government to do what is right when negotiating the UK withdrawal from the EU. [Top 4 box, Trust] Base: UK General Population (n=1,150 ), 16 to 18 year olds (n=1,000) 22 Percent trust political figures to do what is right as regards the UK’s withdrawal from the EU 36 24 26 20 24 22 16 36 40 26 21 21 20 16 Theresa May – the Prime Minister Sadiq Khan – Mayor of London Boris Johnson - Secretary of State for Foreign and Commonwealth Affairs Liam Fox - Secretary of State for International Trade David Davis - Secretary of State for Exiting the European Union Philip Hammond- Chancellor of the Exchequer Amber Rudd - Secretary of State for the Home Department 50% NeutralTrustedDistrusted 16 to 18 year-olds General Population
  23. 23. 26 19 20 15 16 10 32 22 25 34 20 14 The UK Government The House of Lords The House of Commons The European Union The German Government The French government 16 to 18 year-olds more trusting of the EU with regard to Brexit Source: 2017 Edelman Trust Barometer UK Supplement Q18/Q42. Please indicate how much you trust each institution to do what is right as regard the UK's withdrawal from the European Union. General population [(n=1,150), 16 to 18 year olds (n=1,000) 23 Percent trust in institutions to do what is right as regard the UK’s withdrawal from the EU 50% NeutralTrustedDistrusted 16 to 18 year-olds General Population
  24. 24. Who do they trust to deliver the future they aspire to?
  25. 25. 16 to 18 year-olds distrust all institutions to protect their future Source: 2017 Edelman Trust Barometer Youth Supplement Q10. For each one, please indicate how much you trust that institution to do what is right for the future of your generation in particular? Base: 16 to 18 year olds (n=1,000) 25 Percent trust in institutions to do what is right for the future of their generation 50% NeutralDistrust Trust 86 84 66 48 40 40 38 37 37 36 34 24 23 22 21 20 19 19 Your family Your friends Your generation Companies whose products and services you buy and use The United Nations The British People Other generations rather than your own NGOs The European Union The Monarchy (The Queen) Business in general Government in general The House of Commons Media in general Political leaders in general Political parties in general The International Monetary Fund The House of Lords
  26. 26. 25 27 28 20 19 19 16 40 39 26 25 25 12 9 Labour Green Party Conservatives Liberal Democrats Scottish National Party UKIP Plaid Cymru As with British adults, 16 to 18 year olds distrusting of all political parties Source: 2017 Edelman Trust Barometer UK Supplement Q3/Q12. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base: UK General Population (n=1,150), 16 to 18 year olds (n=1,000) 26 Percent trust in each political party to do what is right, 2017 50% NeutralTrustedDistrusted 16 to 18 year-olds significantly more trusting of Labour and the Green Party 16 to 18 year-olds General Population
  27. 27. 35 24 24 23 23 23 20 19 17 15 15 15 11 11 11 8 29 34 21 30 28 27 12 11 7 10 10 8 8 10 8 7 Theresa May Sadiq Khan Boris Johnson Jeremy Corbyn Nicola Sturgeon David Cameron Nigel Farage Philip Hammond David Davis Caroline Lucas Tim Farron Liam Fox Paul Nuttall Leanne Wood Amber Rudd Jonathan Bartley No political leader wins trust with 16 to 18 year-olds Source: 2017 Edelman Trust Barometer UK Supplement Q4/Q13. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base: UK General Population (n=1,150), 16 to 18 year olds (n=1,000) 27 Percent trust in political leaders to do what is right, 2017 50% NeutralTrustedDistrusted 16 to 18 year-olds General Population
  28. 28. 16 to 18s feel they should have a say in the future of the UK Source: 2017 Edelman Trust Barometer UK Youth Supplement Q16. Now thinking about voting. At what age do you think people should be allowed to vote?/ Q17. If there was a General Election tomorrow, and you could vote, who would you vote for? Base: 16 to 18 year olds (n=1,000) 28 69% Believe under 18s should be able to vote 22% 18% 12% 12% 11% 7% 6% 4% 2% 2% 1% 1% 0% 0% 0% 0% 0% None of them Jeremy Corbyn David Cameron Sadiq Khan Theresa May Nicola Sturgeon Boris Johnson Nigel Farage Caroline Lucas Tim Farron Paul Nuttall Liam Fox Leanne Wood David Davis Jonathan Bartley Amber Rudd Philip Hammond Who 16 to 18 year-olds would vote for in General Election
  29. 29. 21 26 35 42 42 46 46 68 59 44 32 25 21 19 20s 30s 40s 50s 60s 70s 80s or older 16 to 18 year-olds are significantly less trusting of older generations Source: 2017 Edelman Trust Barometer UK Supplement, UK Youth Supplement: Q7/Q14. How much you trust the following generations to decide and do what is right for the future of the UK and your generation?. [Top 4 Box, Trust] Base: UK General Population (n=1,150), 16 to 18 year olds (n=588) 29 16 to 18 year-olds General Population 71% Amongst 16 to 18 year-olds 55% Amongst General Population Trust in own generation Trust in other generations People in their…
  30. 30. The opportunity for business
  31. 31. After their immediate circle, 16 to 18 year-olds believe companies whose products and services they buy and use understand their generation most. Source: 2017 Edelman Trust Barometer Youth Supplement Q11. Please indicate how much you trust that institution to understand your generation using a nine-point scale? [Top 4 Box, Trust] Base: 16 to 18 year olds (n= 1,000) 31 Percent trust in institutions to understand their generation 50% NeutralDistrust Trust 86 77 77 56 40 38 35 33 32 29 27 25 19 18 18 16 16 15 Your friends Your generation Your family Companies whose products and services you buy and use The British People Business in general Media in general NGOs Other generations rather than your own The European Union The United Nations The Monarchy (The Queen) Government in general Political leaders in general The House of Commons Political parties in general The International Monetary Fund The House of Lords
  32. 32. 32 Business Expected to Lead Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, United Kingdom, question asked of half the sample. // Source: 2017 Edelman Trust Barometer UK Youth Supplement: Q24. A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates - How much you agree or disagree with the following statement? Base: 16 to 18 year olds (n=1,000) . 73% agree 74% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” 16 to 18 year-olds General Population
  33. 33. 51 51 50 50 40 37 32 20 It is almost impossible for me to imagine having a “relationship” with a brand in any meaningful sense of the word. I want brands to entertain me by doing and creating things that are funny, attractive or important to me. I believe that brands, like people, can have a unique personality. Brands are nothing more than the names corporations give their products. I find it annoying when brands try to be my friend or develop a relationship with me. There are certain brands that play an important role in my life beyond their products. I have an emotional connection to some of the brands that I use. I will sometimes think of brands as having human traits and characteristics. 16 to 18 year-olds are split when it comes to having a meaningful connection with brands Source: 2017 Edelman Trust Barometer Youth Supplement Q23 Please indicate how much you agree or disagree with the following statements? NET: Top 4 box Base: n=1,000 33 Agreement with statements
  34. 34. Four in ten have been inspired by brands to get involved Source: 2017 Edelman Trust Barometer Youth Supplement Q25 Has a brand ever inspired you to support or get involved in a cause or an issue that you were not already? Base: n=755 (excluding ‘not sure’) 34 39% Have been inspired by a brand to get involved in a new cause or issue 27% Yes 51% Yes
  35. 35. Forming their opinions
  36. 36. 54 48 40 26 31 67 59 50 37 37 Search engines Traditional media Online media Social media Owned media Traditional media considerably more trusted amongst 16 to 18 year olds Source: 2017 Edelman Trust Barometer Youth Supplement Q178-182/Q33. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population, United Kingdom, question asked of half the sample; 16 to 18 year olds (n= 617) 36 Percent trust in each source for general news and information 50% NeutralTrustedDistrusted 16 to 18 year-olds General Population
  37. 37. Which is more believable? They are far more trusting of news from traditional sources, than those from online sources 37 Source: 2017 Edelman Trust Barometer Q36. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. UK Youth Population (16 to 18 year olds) n= 1,000 // 2017 Edelman Trust Barometer: Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. Base: UK General Population (n=1,000) 76% Newspaper 24% Blog post 75% TV/Newspaper 25% Social media General Population: 73% TV/Newspapers 27% Social media General Population: 67% Newspaper 33% Blog post
  38. 38. Which is more believable? They place greater faith in data and facts than the general population 38 Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given-the one that is most likely to be true most often. UK General Population, choices shown to half the sample. // Source: 2017 Edelman Trust Barometer Youth Supplement: Q36.For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. Base: 16 to 18 year olds (n=1,000) 60% Personal experience 40% Data 39% Personal experience 61% Data General Population 16 to 18 year-olds
  39. 39. Which is more believable? They prefer content influenced by logic rather than emotion 39 Source: 2017 Edelman Trust Barometer Q36. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. UK Youth Population (16 to 18 year olds) n= 1,000 // 2017 Edelman Trust Barometer: Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. Base: UK General Population (n=1,000) 86% Fact-based argument 14% Emotional argument 65% Search engines 35% Human editors General Population: 59% Search engines 41% Human editors General Population: 79% Fact-based argument 21% Emotional argument
  40. 40. Which is more believable? 16 to 18 year-olds are more likely to believe online search results than information shared by people they know 40 Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given-the one that is most likely to be true most often. UK General Population, choices shown to half the sample. // Source: 2017 Edelman Trust Barometer Youth Supplement: Q36.For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. Base: 16 to 18 year olds (n=1,000) 52% Info shared by people I know 48% Online search results 37% Info shared by people I know 63% Online search results General Population 16 to 18 year-olds
  41. 41. Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. UK General Population, choices shown to half the sample. // Source: 2017 Edelman Trust Barometer Youth Supplement: Q36.For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. Base: 16 to 18 year olds (n=1,000) 41 16 to 18 year-olds significantly more trusting of information from institutions Percent who find each source more believable than its pair 73% Individuals 27% Institutions 51% Individuals 49% Institutions 16 to 18 year-olds General Population
  42. 42. Which is more believable? 16 to 18 year-olds still place their faith in experts 42 Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given-the one that is most likely to be true most often. UK General Population, choices shown to half the sample. // Source: 2017 Edelman Trust Barometer Youth Supplement: Q36.For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. Base: 16 to 18 year olds (n=1,000) 16 to 18 year-olds General Population 81% Experts 62% Government Head 51% Experts 42% Government Head
  43. 43. Teachers and experts are most trusted content creators amongst 16 to 18 year-olds Source: 2017 Edelman Trust Barometer Youth Supplement: Q35. How much do you trust the news or information from each of the following authors or people? [Top 4 Box, Trust] Base: 16 to 18 year olds (n=1,000) 43 Trust in authors 81% 78% 77% 74% 66% 44% 41% 39% 37% 35% 34% 34% 30% 15% A teacher / professor An academic expert Your parents Your family in general Your friends Someone your age A brand/company you use A journalist An elected official The employees of a company A well-known online personality A company CEO A celebrity you admire A brand/company you don’t use 16 to 18 year-olds General Population 76% 74% 67% 66% 57% 39% 39% 36% 31% 26% 23% My friends & family People like me The employees of a company An academic expert Companies I use A journalist A company CEO Elected officials A well-known online personality Companies I don't use Celebrities
  44. 44. 44 Source: 2017 Edelman Trust Barometer UK Youth Supplement Q31. How do you learn and hear about new topics or issues? UK Youth Population (16 to 18 year olds) n= 588// Q32. How/where do you get more information about these topics or issues? ? UK Youth Population (16 to 18 year olds) n= 588 3% 8% 12% 19% 24% 24% 26% 28% 36% 49% 51% 52% 54% Another way Joining in debates online Following politicians on social media Following famous people on social media Listening to the radio Reading an article in the papers Browsing online news blogs Following friends on social media Discussing with your teachers or lecturers Discussing with your parents/family Reading an article online Browsing online news sites Discussing with friends Top Sources for Validating Information Top Sources of New Information They rely heavily on online content to validate new information from peers 1. Discussing with friends (70%) 2. Discussing with parents/family (57%) 3. Reading articles online (56%) 4. Browsing online news sites (53%) 5. Following friends on social media (46%)
  45. 45. 45 Source: 2017 Edelman Trust Barometer UK Youth Supplement Q37. Do you ever change your opinion on an important public issue such as Brexit, Immigration, the economy, etc.? Base: 16 to 18 year olds (n= 1,000) / Q38.What is typically responsible for getting you to change your mind? Select all that can make you change your mind? Base: 16 to 18 year olds who say they change their minds (n= 676) // Source: 2017 Edelman Trust Barometer: Q755. Have you ever changed your position on an important social issue? / Q756. If yes, what has typically been responsible for getting you to change your mind? Base: UK General Population (n=1,000) 77% 52% 30% 28% 25% 19% 19% 14% 5% 2% If new evidence against my position is uncovered If I keep hearing reports in the media that show I am misinformed If my original position no longer fit with the person I had become or wanted to be If someone in a position of authority like a teacher encourages me to re-think my position If my family convince me If my friends convince me If someone I admire and respect has a different view If I hear a different opinion on social media If everyone on social media disagrees with me None of the above Drivers of opinion change 68% Say they change their mind on important public issues New evidence is most likely to change 16 to 18s’ opinions on public affairs General Population: 74% General Population 55% 30% 18% 14% Family/Friends 9% 25% - 5%
  46. 46. YouTube and Facebook are the most prevalent social channels 46 88% 87% 74% 73% 54% 53% 25% 24% 14% 6% 3% 2% 2% YouTube Facebook SnapChat Instagram WhatsApp Twitter Pinterest Tumblr Reddit LinkedIn Periscope Vimeo Something else Social Media Channels Used Source: 2017 Edelman Trust Barometer UK Youth Supplement Q30. And which of the following social media channels do you use? UK Youth Population (16 to 18 year olds) n= 963
  47. 47. 47 Source: 2017 Edelman Trust Barometer UK Youth Supplement Q28. Thinking about the following sources of information, how often would you say that you personally read, watch, listen to, or use each one? [Net: Daily] Base: UK Youth Population (16 to 18 year olds) n= 1000// Q29. What do you use social media for? Base: UK Youth Population (16 to 18 year olds) n= 963 16 to 18 year-olds are highly engaged in social media 75% use social media on a daily basis 4% 20% 26% 28% 34% 34% 37% 40% 60% 67% 69% 72% 83% Something else Finding jobs Looking at pictures of people I don't know well Making new friends Keeping up to date with new fashion and products Following companies whose products or services I buy and use Sharing updates about your life Following celebrities Reading news and current events Keeping in touch with friends or family I don't regularly see Making plans with friends To pass the time Chatting with friends Reasons for social media usage

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