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Edelman Trust Barometer 2018 - UK Results

The 2018 Edelman Trust Barometer is the firm’s 18th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.

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2018 Edelman
Trust Barometer
UK Findings
Online Survey in 28 Countries
18 years of data
33,000+ respondents total
All fieldwork was conducted between 28 October
and 16 November 2017
This symbol denotes UK data
from the global study
2018 UK Trust Supplement Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
3
JAN
Online Survey in the UK
All fieldwork was
conducted between 19
December 2017 and 8
January 2018
Total sample size: 3,413
Youth
• 1,063 respondents
• Aged 16-18 years old
• Representative split across
gender and regions
General Population
• 2,000 respondents
• Ages 18+
• Nationally representative
of the UK population in
terms of gender, age,
and region
• All slides show General
Population unless
otherwise noted
High Net Worth
• Boost of 100 respondents
• Annual household income
of £100,000+
• Non-property assets
of £650,000+
Low Income Households
• Boost of 250 respondents
• Annual household income
of £15,000 or less
This symbol denotes
UK data from the
UK supplementary survey
42
52
51
46
50
46
46
38
49
45
44
46
45
43
29
37
36
34
36
36 36
32
36
37
33
36
32 32
2012 2013 2014 2015 2016 2017 2018
UK Trust Remains Flat Across All Institutions
Source: 2018 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
Per cent trust in institutions, 2012-2018
NGOs
Business
Government
Media
Social Media
on Notice
Less than a Quarter Now Trust Social Media
Source: 2018 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a 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
Per cent trust in each source for general news and information
6
2017 2018
Change,
2017 - 2018
Traditional media 48 61 +13
Search engines 54 47 -7
Online-only media 40 45 +5
Owned media 31 26 -5
Social media 26 24 -2
Media as an institution 32 32 0
61 61
37
45
28
24
53
47
25 26
32 32
2012 2013 2014 2015 2016 2017 2018
Traditional media
up 13 points

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Edelman Trust Barometer 2018 - UK Results

  • 2. Online Survey in 28 Countries 18 years of data 33,000+ respondents total All fieldwork was conducted between 28 October and 16 November 2017 This symbol denotes UK data from the global study
  • 3. 2018 UK Trust Supplement Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). 3 JAN Online Survey in the UK All fieldwork was conducted between 19 December 2017 and 8 January 2018 Total sample size: 3,413 Youth • 1,063 respondents • Aged 16-18 years old • Representative split across gender and regions General Population • 2,000 respondents • Ages 18+ • Nationally representative of the UK population in terms of gender, age, and region • All slides show General Population unless otherwise noted High Net Worth • Boost of 100 respondents • Annual household income of £100,000+ • Non-property assets of £650,000+ Low Income Households • Boost of 250 respondents • Annual household income of £15,000 or less This symbol denotes UK data from the UK supplementary survey
  • 4. 42 52 51 46 50 46 46 38 49 45 44 46 45 43 29 37 36 34 36 36 36 32 36 37 33 36 32 32 2012 2013 2014 2015 2016 2017 2018 UK Trust Remains Flat Across All Institutions Source: 2018 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 Per cent trust in institutions, 2012-2018 NGOs Business Government Media
  • 6. Less than a Quarter Now Trust Social Media Source: 2018 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 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 Per cent trust in each source for general news and information 6 2017 2018 Change, 2017 - 2018 Traditional media 48 61 +13 Search engines 54 47 -7 Online-only media 40 45 +5 Owned media 31 26 -5 Social media 26 24 -2 Media as an institution 32 32 0 61 61 37 45 28 24 53 47 25 26 32 32 2012 2013 2014 2015 2016 2017 2018 Traditional media up 13 points
  • 7. Distrust in Social Media Driven by Inaction on Key Issues Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000) 7 Per cent agreement with each statement 7in 10agree Ethics “Social media companies don’t do enough to stop illegal or unethical behaviour on their platforms.” 7in 10agree “Social media companies don’t do enough to prevent the sharing of extremist content.” Extremism 69%agree Bullying “Social media companies don’t do enough to prevent bullying.” JAN
  • 8. Over a Third Think Social Media No Longer a Force for Good Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following statements? [Top 4 Box, Agree][Bottom 4 Box, Disagree] Base: UK General Population (n=2,000) 8 Per cent agreement with each statement 6% 8% 7% 10% 26% 29% 34% 19% 13% 16% 21% 15% 56% 46% 38% 57% Social media helps me to stay in touch with the people I love I value the ease with which I can share information on social media Social media is a force for good in society Social media companies take advantage of people’s loneliness JAN Don’t know Disagree Neutral Agree
  • 9. Britons Demand Greater Responsibility from Social Media Companies Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000) 9 Per cent agreement with each statement 64% Regulation 63% Transparency 62% Data Protection worry that social media companies are not regulated enough say social media companies are not transparent enough worry that social media companies will sell their personal data without them knowing JAN
  • 10. Social Media Changing Too Fast for Most Brits Source: 2018 Edelman Trust Barometer UK Supplement Q13. 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] [Bottom 4 Box, Too slow] Base: UK General Population (n=2,000), UK Youth (n=1,063). 10 Per cent who feel the pace of change in social media is too fast 53% UK General Population 53% UK Youth JAN
  • 11. Fake News Stokes Fears Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following statements? [Top 4 Box, Agree] Q9. How much do you agree or disagree with the following statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60) Source: 2018 Edelman Trust Barometer ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale means “strongly disagree” and nine means “strongly agree”. [Top 4 Box, agree] question asked of half the sample, UK General Population. 11 Per cent agreement with each statement JAN 64% The average person does not know how to tell good journalism from rumour or falsehoods Regional split of those worried about being exposed to fake news on social media: London: 60% Wales: 44% Scotland: 57% Northern Ireland: 52% 42% Say they only skim headlines on social media channels, but do not click on the content JAN53% Worry about being exposed to fake news on social media JAN
  • 12. Young People Are Switching off from Social Media 12 Per cent change in use of social media channels JAN Facebook YouTube Twitter WhatsApp Instagram Snapchat 17% 33% 5% 11% General Population Youth 13% 21% 2% 2% General Population Youth 11% 18% 6% 17% General Population Youth 8% 22% 4% 13% General Population Youth 8% 17% 5% 6% General Population Youth 8% 16% 5% 5% General Population Youth Use less than a year ago Have left the platform in the last year Source: 2018 Edelman Trust Barometer UK Supplement Q11. Thinking about your social media usage over the past year, how would you describe your use of the following channels compared to a year ago? [Codes 2/3, Use less] [Code 1, Stopped using] Base: UK General Population (n=2,000), UK Youth (n=1,063)
  • 14. The UK Remains Distrusting of Media in General Source: 2018 Edelman Trust Barometer UK Supplement Q1. 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=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60) 14 Per cent trust in media in general, 2017-2018 32% of the UK General Population trust the media (vs. 32% in 2017) 23% of the UK Youth trust the media (vs. 17% in 2017) General Population Regional Split London: 49% Wales: 26% Scotland: 37% Northern Ireland: 40% JAN JAN
  • 15. But, Trust Rebounds for Traditional Media 15 Per cent trust in traditional media for general news and information Source: 2018 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 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 61 55 57 54 55 48 61 2012 2013 2014 2015 2016 2017 2018
  • 16. Be the guardians of information quality 51% Media Has a Mandate to… 16 Per cent who say this is one of the most important responsibilities for media Source: 2018 Edelman Trust Barometer INS_EXP_MED. BASE: Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. General Population, United Kingdom. Educate people on important issues 49%
  • 17. 1 in 5 Brits Are Switching off Source: 2018 Edelman Trust Barometer UK Supplement Q9. How much do you agree or disagree with the following statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000), UK Youth (n=1,063) 17 Per cent agreement with each statement 33% are reading or listening to the news less 19% are avoiding the news altogether Youth: 36% Youth: 20% JAN
  • 18. Who Are The News Avoiders? Source: 2018 Edelman Trust Barometer UK Supplement S7. What is the last grade in school you completed? S10. Which of the following best describes your position or level within your company or organization? S4. Where do you live in the UK? S1. What is your current age? S2. Are you male or female? Q39. Which political party do you feel closest to, or least distant from? S3. Do you have children under the age of 18 living at home? Base: UK General population who read or listen to the news less (n=664) 18 40 Average age of 40 Post-grad educated Senior executives Living in London Split male/ female From across all political parties Have children JAN
  • 19. Depressing News and Hidden Agendas Are to Blame Source: 2018 Edelman Trust Barometer UK Supplement Q10. Why are you reading or listening to the news less than you used to? Base: UK General Population who read or listen to the news less (n=664) 19 Top reasons that people are consuming less news or avoiding it outright JAN 1.It’s too depressing (40%) 2.Most news sources are now too one- sided or biased (33%) 3.I believe the news is controlled by hidden agendas (27%) 5.The quality of the reporting has gotten worse (22%) 4.The need to fill 24 hours a day with news programming often means that events are over analysed and over sensationalized (25%)
  • 20. British Population Qualifying as “Informed Publics” Shrinks Please see 2018 Edelman Trust Barometer Methodology for definition of Informed Public S13. How often do you follow public policy matters in the news? S14: How often do you follow business news and information? Base: UK General Population 2017 (n=1,150), 2018 (n=2,000) 20 Per cent of the UK general population who are Informed Public JAN 16% 11% 11% 11% 8% 6% 2014 2015 2016 2017 2018 Jan-18 Informed Publics in the UK have decreased by more than 50% between 2014 and 2018 Fewer Brits are following public policy discussions 2017 2018 68% 61% 2017 2018 58% 53% And they’re switching off from business news To be considered a member of the “informed public”, respondents must meet the following criteria: be aged 25-64, university-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; and follow public policy issues in the news at least several times a week.
  • 22. Trust in Government Remains Very Low in the UK Source: 2018 Edelman Trust Barometer UK Supplement Q1. 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=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60) 22 Per cent trust in government in general, 2017-2018 36% Of the UK General Population trust government in general (vs. 36% in 2017) 27% Of the UK Youth trust government in general (vs. 28% in 2017) General Population Regional Split London: 50% Wales: 33% Scotland: 32% Northern Ireland: 37% JAN JAN
  • 23. Government Failing to Deliver And Not Operating Honestly or Transparently Driving Distrust 2018 Edelman Trust Barometer UK Supplement Q3: What are the main reasons you distrust government in general? Base: UK General Population who distrust government in general (n=906), 23 Top reasons for distrust in government in general 6in 10agree “They do not operate in a transparent and honest way.” 6in 10agree “They do not communicate honestly when problems arise.” 67%agree ““They do not deliver on policy promises that protect average people.” JAN
  • 24. Government Seen as Most Broken, Corrupt, and Abusive of its Power 2018 Edelman Trust Barometer UK Supplement Q2: Please indicate which institution – Government, Media, Business or Non-Governmental Organisations (NGOs) – is best described by each of the following statements? “The one that is the most broken”, “The one that is the most corrupt”, “The one that most abuses its power” Base: UK General Population (n=2,000), UK Youth (n=1,063) 24 Per cent who think the institution of government is best described by the following statements 47% Youth – 46% 40% Youth – 46% 33% Youth – 43% believe government is the institution that is the most broken believe government is the institution that abuses its power most believe government is the institution that is the most corrupt Media: 17% Business: 10% NGOs: 7% Media: 27% Business: 15% NGOs: 6% Media: 21% Business: 20% NGOs: 6% JAN
  • 25. Political Leader 2016 2017 2018 Change 2017-2018 Theresa May N/A 35% 39% +4 pts Jeremy Corbyn 28% 23% 36% +13 pts Boris Johnson 37% 24% 33% +9 pts Sadiq Khan N/A 24% 31% +7 pts Vince Cable N/A N/A 26% N/A Nicola Sturgeon 28% 23% 25% +2 pts Leanne Wood 16% 11% 17% +6 pts 25 0% 10% 20% 30% 40% 50% 2016 2017 2018 Theresa May Most Trusted Politician, But Strongest Rebound for Jeremy Corbyn Source: Edelman Trust Barometer UK Supplement Q4/Q5/Q35. Please indicate how much you trust the following political leaders to do what is right using the same 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/A – individuals not included in the survey for that year Percent trust in each political leader to do what is right, 2014-2018 All Politicians Distrusted JAN
  • 26. Theresa May and Jeremy Corbyn Both Well Trusted by Their Respective Bases Source: 2018 Edelman Trust Barometer UK Supplement Q35. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base: Those who feel closest to the … Conservative Party (552), Labour Party (611), Liberal Democrat Party (151), UKIP (145), Green Party (74), Scottish National Party (64) 26 Top 4 most trusted political leaders to do what is right by political affiliation, 2018 Conservatives Theresa May – 78% Boris Johnson – 59% Philip Hammond – 48% David Davis – 47% Jeremy Corbyn – 68% Sadiq Kahn – 45% John McDonnell – 32% Nicola Sturgeon – 32% Labour Liberal Democrats Vince Cable – 56% Sadiq Kahn – 46% Phillip Hammond – 42% Theresa May / Ruth Davidson – 40% UKIP Boris Johnson - 43% Theresa May – 37% David Davis – 28% Liam Fox – 24% Jeremy Corbyn – 46% Sadiq Kahn – 36% Caroline Lucas– 32% Nicola Sturgeon – 28% Green Party Scottish National Party Nicola Sturgeon – 70% Jeremy Corbyn – 41% Vince Cable – 34% Ruth Davidson – 28% JAN
  • 27. Political Party 2014 2015 2016 2017 2018 Change 2017-2018 Conservatives 37% 36% 38% 28% 37% +9 pts Labour 41% 36% 31% 25% 39% +14 pts Liberal Democrats 31% 25% 23% 20% 28% +8 pts UKIP 29% 27% 19% 19% 24% +5 pts Green Party 38% 36% 29% 27% 31% +4 pts Scottish National Party 23% 20% 22% 19% 22% +3 pts Plaid Cymru 22% 15% 16% 16% 18% +2 pts 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2014 2015 2016 2017 2018 Source: Edelman Trust Barometer UK Supplement: Q3/Q14/Q34. Please indicate how much you trust each of the following political parties 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. Base: UK General population (n=2,000) 27 All Parties Distrusted Trust in Political Parties Also Sees A Rebound Per cent trust in each political party to do what is right, 2014-2018 JAN
  • 28. Brits Feel Their Views Are Unrepresented in Politics 28 Nearly 3 in 5 feel their views are not represented in British politics today 22% 35% 36% 7% General Population 2018 Edelman Trust Barometer UK Supplement Q38. To what extent do you feel your views are represented in British politics today? EXCLUDING “Don’t know” and “Prefer not to say” Base: UK General Population (n=1,735), UK Youth (n=903) 57% Youth: 60% Perception of how well represented their political views are in politics today JAN My views are well presented My views are somewhat presented My views are not very presented My views are not presented at all
  • 29. Across The UK People Feel Unrepresented 29 2018 Edelman Trust Barometer UK Supplement Q38. To what extent do you feel your views are represented in British politics today? EXCLUDING “Don’t know” and “Prefer not to say” Base: UK General Population (n=1,735), Greater London (n=231), West Midlands (n=154), Northern Ireland (n=50), Scotland (n=155), South East (n=243), Wales (n=88), East Midlands (n=117), Yorkshire & the Humber (n=142), North West (n=192), South West (n=143), East of England (n=151) Perception of how well represented their political views are in politics today 22% 24% 22% 26% 17% 21% 22% 26% 19% 22% 24% 22% 21% 35% 27% 32% 28% 39% 35% 35% 31% 39% 37% 36% 39% 41% 36% 27% 42% 42% 39% 40% 39% 35% 39% 39% 35% 36% 33% 7% 22% 5% 4% 5% 4% 5% 8% 3% 2% 5% 3% 5% General Population Greater London West Midlands Northern Ireland Scotland South East Wales East Midlands North East Yorkshire and the Humber North WestSouth West East of England JAN My views are well presented My views are somewhat presented My views are not very presented My views are not presented at all
  • 30. Concerns about the NHS, Extremism and the Economy Keeping Brits up at Night 2018 Edelman Trust Barometer UK Supplement Q29. How concerned are you about each of the following issues? [Top 4 Box, Concerned] Base: UK General Population (n=2,000), UK Youth (n=1,063) 30 Per cent concerned about each issue 79% Youth – 67% 72% Youth – 61% 67% Youth – 55% Ensuring the NHS is able to provide care for an ageing and growing population Rising political or religious extremism Rising economic uncertainty in the UK JAN
  • 31. Brits Biggest Concerns for the Future Are Intolerance, Inequality, and Economic Uncertainty 2018 Edelman Trust Barometer UK Supplement Q30. What are your biggest concerns about the future of the UK? Base: UK General Population (n=2,000), UK Youth (n=1,063) 31 46% 40% 39% 45% 40% 40% People becoming less tolerant of others, and more extreme in their views The divide between the rich and the poor getting bigger Uncertainty about the UK’s trading relationship with Europe and the rest of the world General Population Youth Top 3 concerns about the future of the UK JAN Nearly 1 in 2 are concerned that people are becoming less tolerant
  • 33. Brexit Continues to Polarise Britons, But Rising Levels of Apathy 2018 Edelman Trust Barometer UK Supplement Q40. Which of the following best describes how you feel about Brexit (the UK’s withdrawal from the European Union)? Base: UK General Population (n=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60) 33 Perceptions of Brexit, General Population vs. Youth Half (51%) of those who are avoiding the news are opposed to Brexit JAN General Population Youth 39% 43% 12% 7% 14% 58% 14% 13% Opposed to Brexit In favour of Brexit I cannot decide how I feel about Brexit I am indifferent about Brexit General Population Opposition to Brexit Regional Split London: 56% Wales: 44% Scotland: 56% Northern Ireland: 43%
  • 34. More than a Third of Britons Think Their Standard Will Get Worse in 2018 34 Western regions , Scotland, Wales & Northern Ireland are more likely to believe their standard of living will get worse in 2018, while eastern regions are less likely to believe so Youth Get better: 24% Stay the same: 30% Get worse: 36% Don’t know: 10% JAN Source: 2018 Edelman Trust Barometer UK Supplement Q22. Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will get better, get worse or stay the same over the course of 2018? Base: UK General Population (n=2,000), Youth (n=1,063) Over Index Against National Average In Line with National Average Under Index Against National Average My standard of living will get worse My standard of living will get better My standard of living will stay the same Don’t know 7% 36% 36% 20%
  • 35. Brits Become Increasingly Pessimistic About Their Future Economic Prospects Source: 2018 Edelman Trust Barometer UK Supplement Q22. Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will get better, get worse or stay the same over the course of 2018? Q23. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? Base: 2016 UK General Population (n=1,000), 2017 UK General Population (n=1,150), 2018 UK General Population (n=2,000), Youth (n=1,063) 35 25 30 36 51 43 36 19 22 20 2016 2017 2018 23 26 28 37 32 30 31 34 33 2016 2017 2018 1 in 4 British youths (24%) feel their economic prospects will worsen over the next 5 years JAN Change in standard of living over the next year Change in economic prospects over the next 5 years Worse off Better offAbout the same as todayIt will get worse It will get betterIt will stay the same
  • 36. Turnaround in the Fortunes of the “Expert”
  • 37. Low Trust in Business in the UK Source: 2018 Edelman Trust Barometer UK Supplement Q1. 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=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60) 37 Per cent trust in business in general, 2017-2018 43% Of the UK General Population trust business (vs. 45% in 2017) 38% Of the UK Youth trust business (vs. 39% in 2017) JAN General Population Regional Split London: 58% Wales: 43% Scotland: 48% Northern Ireland: 48% JAN
  • 38. Distrust in Business Driven By Exec Pay, Tax Avoidance and Lack of Honesty and Transparency Source: 2018 Edelman Trust Barometer UK Supplement Q4. What are the main reasons you distrust business in general? Base: UK General Population who distrust business in general (n=610) 38 Top 5 reasons for distrust in business in general 1. Top executives overpaid compared to average workers (58%) 2. They do not pay their fair share of tax (56%) 3. They do not operate in a transparent and honest way (45%) 5. The average worker is mistreated or taken advantage of (42%) 4. Corruption is commonly accepted (42%) JAN
  • 39. 62 61 53 51 50 47 46 42 38 37 32 Technical expert Academic expert Apersonlike yourself Financial industry analyst Employee Successful entrepreneur NGO representative CEO Boardof directors Government official/ regulator Journalist Experts and Leaders Regain Credibility Source: 2018 Edelman. Trust Barometer DRE_PPL [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, United Kingdom, question asked of half the sample. 39 Percent who rate each spokesperson as extremely/very credible, and percentage point change from 2017 to 2018 +3 +1 +0 +8 +0 +3 +6 +14 +10 Y-to-Y Change +- +7 +13
  • 40. Business Is Expected to Lead 40 CEOs should lead change, rather than wait for regulators to impose it 60% Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General Population, UK.
  • 41. Appendix I Media Types Definitions & Additional Data – Included Questions
  • 42. Media type definitions Source: 2018 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 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 42 1) Traditional Media: Mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news 2) Online-only Media: Online news sites and widely-followed blogs that report on top news stories, these do not have an offline version 3) Social Media: Includes social networking sites (such as Facebook, LinkedIn, Snapchat, Instagram, Qzone, RenRen), online discussion forums, content-sharing sites (such as YouTube) and microblogging sites (such as Twitter or Sina Weibo) 4) Owned Media: Websites, blogs, software applications or “apps” that are owned and controlled by a brand or a company that is not a media company 5) Search Engines: such as Google, Yahoo!, Bing or Baidu
  • 43. Reasons for Reading or Listening to the News Less Source: 2018 Edelman Trust Barometer UK Supplement Q10. Why are you reading or listening to the news less than you used to? Base: UK General Population who read or listen to the news less (n=664), UK Youth who read or listen to the news less (n=384), High Net Worth who read or listen to the news less (n=82) 43 General Population Youth High Net Worth It is too depressing 40% 40% 21% Most news sources are now too one-sided or biased 33% 45% 34% I believe the news is controlled by hidden agendas 27% 28% 23% The need to fill 24 hours a day with news programming often means that events are over analysed and over sensationalized 25% 24% 23% My life is busier now, so I have less time to spend following the news 22% 41% 23% The quality of the reporting has gotten worse 22% 22% 38% Keeping up with news has become too stressful 22% 27% 18% I cannot find a news source that I really trust 22% 31% 23% I have lost interest in current events 20% 28% 18% I do not believe we have a free press in this country 19% 15% 13% Most news sources ignore the parts of the country or the type of people I care most about 15% 21% 23% The way news is presented seems outdated and dull 13% 17% 23% I cannot find a news source that represents my values and point of view 12% 17% 20% I don’t like the lack of civility or common courtesy shown by news presenters 12% 13% 5% It requires too much work to stay informed, so I have stopped trying 11% 15% 15% None of the above 6% 3% 0% JAN
  • 44. Reasons for Distrust In Government 2018 Edelman Trust Barometer UK Supplement Q3: What are the main reasons you distrust government in general? Base: UK General Population who distrust government in general (n=906), UK Youth who distrust government in general (n=568) 44 General Population Youth They do not deliver on policy promises that protect average people 67% 55% They do not communicate honestly when problems arise 61% 61% They do not operate in a transparent and honest way 60% 57% The politicians making the regulations have no experience working in the fields they are legislating or creating regulations for 53% 41% They only focus on delivering policy outcomes that benefit elected officials and not average people 53% 47% Senior positions are overpaid compared to the average civil servant 45% 40% Corruption is commonly accepted 44% 45% They do not deliver on policy promises with respect to the environment 44% 49% Sexual harassment and other inappropriate behaviour is protected 32% 40% They are not creating jobs 25% 34% They do not keep people’s data and personal information safe 23% 23% The average civil servant is mistreated or taken advantage of 17% 30% Another reason 8% 10% JAN
  • 45. Reasons for Distrust in Business Source: 2018 Edelman Trust Barometer UK Supplement Q4. What are the main reasons you distrust business in general? Base: UK General Population who distrust business in general (n=610), UK Youth who distrust business in general (n=405) 45 General Population Youth Top executives are overpaid compared to the average worker 58% 42% They do not pay their fair share of tax 56% 50% They do not operate in a transparent and honest way 45% 38% Corruption is commonly accepted 42% 37% The average worker is mistreated or taken advantage of 42% 43% They do not communicate honestly when problems arise 40% 32% They do not play a role in giving back to the communities in which they operate 33% 34% They fight to weaken regulations that protect average people 31% 30% They do not take a stand on issues that matter to society 28% 33% They do not keep people’s data and personal information safe 27% 22% They fight to weaken regulations which protect the environment 27% 29% They are not re-training workers who have lost their jobs to machines 27% 30% Sexual harassment and other inappropriate behaviour is protected 24% 29% They are not creating jobs in this country 23% 20% They have recently been involved in lawsuits 16% 20% Another reason 6% 7% JAN
  • 46. Appendix II Additional Data – Questions not Included in Presentation
  • 47. Londoners Most Optimistic About the Future; Northern Irish, Welsh, and the South West Most Pessimistic Source: 2018 Edelman Trust Barometer UK Supplement Q23. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? Base: UK General Population (n=2,000), Greater London (n=261), West Midlands (n=181), Scotland (n=180), East of England (n=180), North West (n=220), Yorkshire & the Humber (n=160), South West (n=161), North East (n=80), Wales (n=100), South East (n=277), East Midlands (n=140), Northern Ireland (n=60) 47 Perception of economic prospects over next five years by region 9% 7% 9% 9% 11% 7% 11% 7% 5% 10% 10% 11% 8% 28% 16% 22% 32% 24% 31% 28% 35% 34% 35% 28% 27% 45% 30% 21% 31% 24% 33% 32% 33% 29% 34% 28% 36% 37% 30% 33% 56% 38% 34% 31% 30% 29% 29% 28% 27% 26% 25% 17% General Population London West Midlands Scotland East of England North West Yorkshire and the Humber South West North East Wales South East East Midlands Northern Ireland JAN Worse off Better off About the same as today Don’t know
  • 48. Have the opportunities in your local area improved, worsened, or stayed the same over the past five years? Source: 2018 Edelman Trust Barometer UK Supplement Q26. Have the opportunities in your local area improved, worsened, or stayed the same over the past five years? Base: UK General Population (n=2,000), UK Youth (n=1,063) 48 36% 33% 52% 43% 13% 24% General Population Youth JAN NET: Worsened NET: Improved They have stayed the same
  • 49. Why do you think opportunities in your local area have improved? Source: 2018 Edelman Trust Barometer UK Supplement Q27. Why do you think opportunities in your local area have improved? Base: UK General Population who think opportunities in their local area have improved (n=225), UK Youth who think opportunities in their local area have improved (n=257) 49 50% 43% 32% 30% 25% 24% 21% 19% 4% 41% 42% 23% 29% 42% 25% 23% 14% 1% There are more job opportunities Local small businesses are performing well Companies have opened new offices or factories in my local area Transportation has been improved Schools in the area have gotten better Crime rates are much lower The government has invested more money in the area There is more affordable housing available Something else JAN General Population Youth
  • 50. Why do you think opportunities in your local area have worsened? Source: 2018 Edelman Trust Barometer UK Supplement Q28. Why do you think opportunities in your local area have worsened? Base: UK General Population who think opportunities in their local area have worsened (n=715), UK Youth who think opportunities in their local area have worsened(n=347) 50 53% 49% 44% 44% 31% 29% 27% 26% 5% 59% 44% 40% 38% 20% 25% 29% 41% 2% There are fewer job opportunities Local small businesses are suffering There’s not enough affordable housing available The government has cut funding in the local area Factories or offices in my local area have closed Transportation has gotten worse Crime rates are much higher Schools in the area have gotten worse Something else JAN General Population Youth
  • 51. Modern technologies are increasingly able to do things for people, but not everyone likes this idea. We would like to know: who would you trust more to do each of these things for you, a human or a machine/artificial intelligence? Source: 2018 Edelman Trust Barometer UK Supplement Q15. Modern technologies are increasingly able to do things for people, but not everyone likes this idea. We would like to know: who would you trust more to do each of these things for you, a human or a machine/artificial intelligence? Base: UK General Population (n=2,000), UK Youth (n=1,063) 51 General Population Human Machine Replace items in your fridge/cupboard when they run out 76% 24% Decide what news you see 72% 28% Decide what songs you listen to 66% 34% Check your bank balance 56% 44% Diagnose your illness when you’re sick 82% 18% Assess your mood 82% 18% Find you a date 73% 27% Drive a car for you 79% 21% Look after your children 92% 8% Look after an aging relative/loved one 89% 11% Manage your diary 62% 38% Protect your personal data/privacy 58% 42% Invest or manage your money or savings 74% 26% Youth Human Machine Replace items in your fridge/cupboard when they run out 61% 39% Decide what news you see 47% 53% Decide what songs you listen to 46% 54% Check your bank balance 38% 62% Diagnose your illness when you’re sick 75% 25% Assess your mood 78% 22% Find you a date 72% 28% Drive a car for you 79% 21% Look after your children 92% 8% Look after an aging relative/loved one 90% 10% Manage your diary 46% 54% Protect your personal data/privacy 40% 60% Invest or manage your money or savings 52% 48% JAN

Editor's Notes

  1. Edelman has been studying trust for 17 years, and we are now in our 6th year of surveying an expanded sample across the general online population. This year, we spoke to more than 33,000 respondents in 28 markets. In each country, the sample is nationally-representative, but do keep in mind that this is an online survey, so we can only be representative of the general online population, which in some markets will not represent the full population, especially in developing markets where the online population can be much smaller and the data can skew to those who have the relative affluence to secure online access. Each year, we also oversample the Informed Public, a segment of the population that is higher-income, college-educated and highly-informed on business and public policy matters. This year, that represents about 13% of the global sample, and you'll see some slides where we compare that informed public against the mass population. All of the data we will share with you in this report is based on the general population sample unless otherwise noted. All data is based on the General Online Population sample unless otherwise noted
  2. 1/5/17: CHECKED BY SA USING ANNOTATED; CALLOUTS CHECKED
  3. In fact, the data shows signs that business is expected to lead by example, and through action.
  4. In fact, the data shows signs that business is expected to lead by example, and through action.
  5. In fact, the data shows signs that business is expected to lead by example, and through action.
  6. 1/5/17: CHECKED BY SA USING ANNOTATED; CALLOUTS CHECKED
  7. In fact, the data shows signs that business is expected to lead by example, and through action.
  8. We now live in a world where more than one-third of the countries are trusters among the informed public, while the mass population distrusts their institutions in 20 of 28 counties, and has trust in only 3 of them This glaring inequality is a situation that is not sustainable.
  9. In fact, the data shows signs that business is expected to lead by example, and through action.