Edelman UK Trust Barometer

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Edelman UK Trust Barometer

  1. 1. c2012EDELMAN TRUST BAROMETERUK RESULTS
  2. 2. IN THE UK, TRUST IN GOVERNMENT& BUSINESS DECLINES cTRUST IN INSTITUTIONS - UKGOVERNMENT BUSINESS 43% 44% 38% 38% 38% 29% 2011 Informed Public 2012 Informed Public 2012 54% General Public 51% 42% 37% 32% 22%MEDIA NGOs
  3. 3. GOVERNMENT TRUST c DECLINES IN THE UK 80% UK IS 25% right track 70% HEADING ON 60% 68% wrong track 50% 43% 40% +18 adults 38% 38% 40% 35% 41% 39% 30% 35% 31% 34% 66% DO NOT 16% 20% TRUST UK GOVERNMENT 10% LEADERS AT ALL 2007 2008 2009 2010 2011 2012 TO TELL THE TRUTHQ11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in U.K.Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? General Population in the UK
  4. 4. WIDE CHASM BETWEEN c EXPECTATIONS & DELIVERY GAP EFFECTIVE MANAGES THE FINANCIAL 71% -59 AFFAIRS OF THE COUNTRY 12% LISTENS TO CITIZENS‟ NEEDS AND FEEDBACK 69% -58 11% COMMUNICATES FREQUENTLY & HONESTLY 69% -58 11% HAS TRANSPARENT & OPEN PRACTICES 68% -58 10% PROVIDES NATIONAL TRAINING PROGRAMMES TO CREATE 52% -41 EMPLOYMENT OPPORTUNITIES 11% WORKS TO PROTECT & 49% -38 IMPROVE THE ENVIRONMENT 11% CREATES INNOVATIVE PROGRAMMES THAT 49% -40 POSITIVELY IMPACT LOCAL CONSUMERS 9% PARTNERS WITH BUSINESS NGOS & THIRD PARTIES TO ADDRESS SOCIETAL ISSUES 33% Government -24 9% Importance Government PerformanceQ132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is not at allimportant to building your trust and nine means it is extremely important to building your trust. (Top 2 Box , Very/Extremely Important) General Population in the U.K.;Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they areperforming "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in the U.K.
  5. 5. PEOPLE WANT COMPANIES TO BE MORE c SOCIALLY & ENVIRONMENTALLY RESPONSIBLE GAP LISTEN TO CUSTOMERS NEEDS OR FEEDBACK 69% -41 28% PLACES CUSTOMERS AHEAD OF PROFITS 65% -47 18% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 65% -20 45% TAKE RESPONSIBLE ACTIONS TO ADDRESS 64% -41 AN ISSUE OR CRISIS 23% 62% TREATS EMPLOYEES WELL -40 22% 61% -41 HAS TRANSPARENT & OPEN BUSINESS PRACTICES 20% 59% -35 HAS ETHICAL BUSINESS PRACTICES 24% COMMUNICTES FREQUENTLY & 56% -37 HONESTLY ON THE STATE OF ITS BUSINESS 19% ADDRESSES SOCIETY‟S NEEDS IN ITS 44% -21 EVERYDAY BUSINESS 23% 44% WORKS TO PROTECT & IMPROVE THE ENVIRONMENT -24 20% Business CREATES PROGRAMMES THAT POSITIVELY IMPACT 41% ImportanceTHE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES -24 17% Business PerformanceQ52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all importantto building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in theUnited Kingdom (excludes „Don‟t Know‟ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the followingattributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, PerformingVery/ Extremely Well) General Population in the United Kingdom
  6. 6. WHO DO WE TRUST? c 2011 2012 Technical expert in the company 72% Academic or expert 73% Academic or expert 71% A person like yourself 60% + 25 Technical expert in the NGO representative 52% company 56% Government official or regulator 42% Financial or industry analyst 55% CEO 39% Regular employee 55% + 23 Financial or industry analyst 39% NGO representative 52% Government official or A person like yourself 35% regulator 39% Regular employee 32% CEO 30%Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company fromeach person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,Credible: Very + Extremely Credible) Informed Publics ages 25-64 in the U.K.
  7. 7. DIVERSIFICATION OF MEDIA c TRUST IN INFORMATION SOURCES – U.K.TRADITIONAL + 16 SOCIAL MEDIA +7 16% 32% 3% 10% 2011 Informed Public 2012 Informed Public + 10 +7ONLINE MULTIPLE CORPORATESOURCES 14% 24% 5% 12%Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal,somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in the U.K.
  8. 8. A TALE OF TWO MEDIAS –c SERIOUS & ENTERTAINMENT 58% 47% 39% 26% 18% trust 14% -19% distrust -26% tv & -30% radio news broadsheet online news -45% sources mid market -56% newspapers -68% social media tabloid newspapersBelow is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. Base: All respondents, 2,101 UK adults 18+ surveyed online Jan 6-82012, nationally representative (StrategyOne UK research)
  9. 9. UK SUMMER RIOTS CAUSED A DECLINE IN cTRUST OF IMPORTANT PUBLIC STAKEHOLDERS DESPITE THE MAJORITY CLAIMING THAT THE RIOTS DID NOT HAVE ANY IMPACT ON THEIR LEVELS OF TRUST, THEY DID HAVE A NEGATIVE IMPACT ON SOME – IN PARTICULAR, OVER A THIRD HAVE LESS TRUST IN POLITICIANS (36%), 30% HAVE LESS TRUST IN YOUNG PEOPLE, AND 27% HAVE LESS TRUST IN THE METROPOLITAN POLICE 10% 4% 4% -36% -30% -27% POLITICIANS YOUNG PEOPLE METROPOLITAN FROM ALL UNDER 25 POLICE MAJOR UK PARTIESLast summer saw rioting occur across Britain. As a result of everything you saw and read about the riots, how has thisimpacted your level of trust in the following groups of people. Base: All respondents, 2101 UK adults 18+ surveyed online Jan6-8 2012, weighted to be nationally representative (StrategyOne UK research)
  10. 10. MOST BRITS OPTIMISTIC cABOUT THE 2012 OLYMPICS OVER 4OUT OF 10 UK ADULTS THINKS LOCOG WILL DELIVER A SUCCESSFUL OLYMPICS THAT THE UK PUBLIC CAN BE PROUD OF. HOWEVER, A FIFTH (22%) 27% DO NOT AGREE WITH THIS AND OVER A 45% THIRD (36%) ARE STILL UNDECIDED 29% SCOTLAND IS THE MOST „DOUR‟ ABOUT THE PROSPECTS OF THE OLYMPICS BEING A SUCCESS, ONLY A 36% 42% Yes QUARTER (27%) No SAY YES, VS 42% UK AS A WHOLE Dont know 22%Do you trust the London 2012 Organising Committee (LOCOG) to deliver a 2012 Olympics that is successful and that the UK public can feel proud of?Base: All respondents, n2,101 (StrategyOne UK research)

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