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Edelman Trust Barometer 2015 - UK Results

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The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted and sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets.

It measures trust across a number of institutions, sectors and geographies

Published in: Business
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Edelman Trust Barometer 2015 - UK Results

  1. 1. UK results - January 2015 EDELMAN 
 TRUST BAROMETER"
  2. 2. Edelman’s 15th Annual Trust Barometer & UK Supplement Methodology Informed Public •  500 respondents in U.S. and China, and 200 in other countries •  Ages 25-64 •  College-educated •  In top 25% of household income per age group in each country •  Report significant media consumption and engagement in business news and public policy •  15 years of data General Online Population •  1,000 respondents per country surveyed •  Ages 18+ •  4 years in 25+ markets Online Survey in 27 Countries •  33,000 respondents •  7 years in 20+ markets •  10 years in 10+ markets UK Supplement •  1,000 respondents* •  Ages 18+ •  2 years of data *Includes a natural fallout of Informed Publics
  3. 3. ONE | Trust in institutions
  4. 4. TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN UK, 2014 VS. 2015 TRUST IN INSTITUTIONS BUSINESS   56% 52% 2014 2015 #1   42% 43% 2014 2015 #3   67% 51% 2014 2015 #2   41% 38% 2014 2015 #4  GOVERNMENT   MEDIA   NGOS   Informed Public Q11-14. [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 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) Informed Publics in U.K. OCT
  5. 5. China   79   UAE   79   Singapore   73   Indonesia   72   India   69   Malaysia   65   Canada   60   Netherlands   60   Hong  Kong   59   Mexico   59   Australia   58   Brazil   57   Germany   57   ArgenPna   53   U.K.   52   S.  Korea   51   Sweden   51   S.  Africa   50   U.S.   49   France   46   Japan   44   Italy   43   Turkey   41   Ireland   39   Spain   39   Russia   37   Poland   35   TRUSTERS  NEUTRAL  DISTRUSTERS   2014 TRUSTERS     from  30%  to     22%  in  2015   GLOBAL   56   Italy   48   S.  Africa   48   Hong  Kong   47   S.  Korea   47   U.K.   46   ArgenPna   45   Poland   45   Russia   45   Spain   45   Sweden   45   Turkey   40   Ireland   37   Japan   37   2015 UAE   84   India   79   Indonesia   78   China   75   Singapore   65   Netherlands   64   Brazil   59   Mexico   59   Malaysia   56   Canada   53   Australia   52   France   52   U.S.   52   Germany   50   GLOBAL   55   DISTRUSTERS     from  33%  to     48%  in  2015   The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total. Informed Public OCT NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX:
  6. 6. Informed Public OCT TRACKING TRUST IN UK INSTITUTIONS SINCE THE GLOBAL FINANCIAL CRISIS TRUST IN INSTITUTIONS 2008-2015 Q11-14. [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 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) Informed Publics in U.K. 48% 46% 49% 44% 38% 56% 56% 52% 35% 40% 38% 43% 38% 47% 42% 43% 54% 53% 51% 51% 54% 61% 67% 51% 36% 30% 31% 22% 37% 47% 41% 38% 20% 30% 40% 50% 60% 70% 2008 2009 2010 2011 2012 2013 2014 2015 BUSINESS GOVERNMENT NGOS MEDIA
  7. 7. TWO| Trust in political parties and leaders
  8. 8. TRUST IN POLITICAL PARTIES TO DO WHAT IS RIGHT NO CLEAR LEADER IN TRUST AMONG UK POLITICAL PARTIES IN THE RUN UP TO THE GENERAL ELECTION; LIB DEMS FARE WORSE IN 2015, AND REMAIN ON PAR WITH UKIP TRUST IN GOVERNMENT General Population JAN 37% 41% 31% 29% 38% 23% 22% 36% 36% 25% 27% 36% 20% 15% Conservatives Labour Liberal Democrats UKIP Green Party Scottish National Party Plaid Cymru 2014   2015   Q14. 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. General Publics
  9. 9. TRUST IN POLITICAL LEADERS TO DO WHAT IS RIGHT JOHNSON CONTINUES TO ENJOY A TRUST ADVANTAGE OVER CAMERON, THOUGH THE GAP IS SHRINKING. AS CLEGG’S TRUST DROPS AND FARAGE’S TRUST INCREASES, FARAGE AND MILIBAND SHARE THE THIRD TIER TRUST IN GOVERNMENT General Population JAN Q15. 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. General Publics NB: Nicola Sturgeon, Natalie Bennett and Leanne Wood not included in chart 43% 33% 33% 27% 25% 39% 34% 29% 23% 28% Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage 2014   2015  
  10. 10. MOST TRUSTED POLITICAL LEADERS: HONEST COMMUNICATION AND SPEAK THEIR MIND UK POLITICAL LEADERS MORE TRUSTED TO SPEAK THEIR MIND THAN TO COMMUNICATE HONESTLY, ESPECIALLY BORIS JOHNSON AND NIGEL FARAGE TRUST IN GOVERNMENT General Population JAN COMMUNICATE HONESTLY SPEAK THEIR MIND Q17. Please indicate how much you trust the following political leaders to communicate honestly 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”. q18: Please indicate how much you trust the following political leaders to speak their mind 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 General Publics NB: Nicola Sturgeon, Natalie Bennett and Leanne Wood not included in chart 42% 36% 32% 24% 31% 66% 43% 37% 32% 61% Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage
  11. 11. MOST TRUSTED POLITICAL LEADERS: GIVE £10 BACK IN A HYPOTHETICAL SITUATION, ONLY HALF WOULD TRUST BORIS JOHNSON, DAVID CAMERON AND ED MILIBAND TO GIVE THEM £10 BACK TRUST IN GOVERNMENT General Population JAN Q16. We’d now like you to think about a hypothetical situation. Imagine that you were to lend each of the political leaders below £10. Please indicate how much you trust the following political leaders to give you the £10 back. Please use 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. General Publics 50% 49% 48% 44% 40% 35% Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage Nicola Sturgeon NB: Natalie Bennett and Leanne Wood not included in chart
  12. 12. OPPORTUNITIES TO INCREASE TRUST IN GOVERNMENT IN 2015 HONEST COMMUNICATIONS ARE KEY FOR INCREASING ALL BRITS’ TRUST IN GOVERNMENT TRUST IN GOVERNMENT General Population JAN 52% 44% 32% 30% 16% 13% 13% 12% 9% Honest communications Increased regulation on immigration Regulation of the UK relationship with Europe Address unemployment Politicians speaking their mind Economic developments in Europe The continuation of ‘austerity measures’ Increased regulation on data privacy Political developments in Europe Q11. Which of the following, if any, do you think will make you trust government in general more in 2015? General Publics. NB: Don’t know / other not included INCREASE IN TRUST
  13. 13. THREE| UK’s role in Europe
  14. 14. UK AND THE EUROPEAN UNION BRITS CONTINUE TO HAVE POLARISED VIEWS ON THE UK’S RELATIONSHIP WITH EUROPE, AND ARE DIVIDED ON THE IMPACT OF LEAVING THE EU ON TRUST IN THE UK TRUST IN GOVERNMENT General Population JAN Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the European Union or the UK to remain part of the European Union. General Publics Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union. General Publics The UK to remain part of the European Union 46% Don’t know 14% The UK to leave the European Union 41% 11% 20% 29% 21% 11% Trust MUCH LESS Trust SOMEWHAT LESS Trust the same, NO CHANGE Trust SOMEWHAT MORE Trust MUCH MORE Impact of leaving the EU on trust in UK 2014: 46% 2014: 40%
  15. 15. FOUR | Trust in business
  16. 16. Informed Public OCT TRUST IN BUSINESS, 2014 VS. 2015 TRUST IN BUSINESS Q11-14. [BUSINESS IN GENERAL] 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) Informed Publics, 27- country global total. HALF BELOW 50% Lower Trust in 16 CountriesIncreased Trust in 11 Countries 59 82 82 79 70 54 63 58 45 45 43 38 73 77 72 71 56 51 59 53 62 58 57 45 49 43 41 39 57 85 84 84 73 66 64 60 53 48 45 43 72 70 67 61 52 49 48 48 47 46 45 45 42 41 38 36
  17. 17. Informed Public OCT TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES TRUST IN BUSINESS Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use 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) Informed Publics, 27-country global total. COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED 50%   76%   75%   75%   74%   70%   69%   68%   65%   62%   51%   51%   50%   38%   36%   35%   34%   31%   Most  Trusted  
  18. 18. OPPORTUNITIES TO INCREASE TRUST IN BUSINESS IN 2015 PAYING EXPECTED LEVELS OF TAX AND RESPONSIBLE BEHAVIOUR WILL MAKE BRITS TRUST BUSINESS MORE IN 2015 TRUST IN BUSINESS General Population JAN Q7. Which of the following, if any, do you think will make you trust business in general more in 2015? General Publics. NB: Don’t know / other not included 42% 42% 34% 32% 30% 24% 18% Paying expected levels of tax Responsible behaviour Increased transparency about operations and business practices Putting customers at heart of business Consistent level of service and quality Driving growth in the economy Addressing society’s needs INCREASE IN TRUST
  19. 19. 50% 32% 64% 49% 69% 32% 64% 70% 43% 79% 59% 44% 62% 71% 69% 77% 38% 70% 51% 69% 32% 62% 67% 40% 75% 54% 39% 57% 65% 62% 70% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: TECHNOLOGY-BASED* INDUSTRIES DECLINE ALONG WITH OTHER SECTORS Informed Public Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again please use 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) Informed Publics 2014 2015 Increased Trust Decreased Trust OCT
  20. 20. FIVE | Trust in business innovation
  21. 21. TRUST IN BUSINESS INNOVATION Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics in U.K. Informed Public THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN U.K. TODAY IS … 49% Too Fast19% Too Slow 26% Just Right
  22. 22. BUSINESS INNOVATION Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, in U.K. Informed Public TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN U.K. 53% 50% 42% 39% 38% Electronic and Mobile Payments Cloud Computing Electronic and Personal Health Trackers Hydraulic Fracturing Genetically Modified Foods 50%
  23. 23. BUSINESS INNOVATION Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, in U.K. and 27 country global. Informed Public TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, U.K. VS. GLOBAL 50% U.K. GLOBAL 42% 53% 50% 39% 38% 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods
  24. 24. BUSINESS INNOVATION Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in U.K. Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use 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.” Informed Publics, in U.K. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN U.K. TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT 34% 37% 44% 58% 64% 67% 39% 38% 75% 62% Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food & Beverage Genetically Modified Foods +2 -17 +6 -2 -33 Gap Trust in Industry Sector vs. Trust in Industry to Innovate
  25. 25. SIX | Trust in media
  26. 26. DRIVERS OF DECREASED TRUST IN MEDIA OVER THE PAST YEAR CORRUPTION OR FRAUD WAS PRIMARILY RESPONSIBLE FOR THE DECREASE IN TRUST IN MEDIA OVER THE PAST YEAR ACCORDING TO THOSE TRUSTING MEDIA LESS TRUST IN MEDIA General Population JAN Q5. Which of the following is the main reason why your trust in media decreased over the last year? General Publics. NB: Don’t know / other not included 27% 25% 23% 11% 11% Corruption or fraud Wrong incentives driving editorial decisions Lack of regulation or control Transparency issues Poor performance/ incompetence
  27. 27. ONE | Trust in NGOs
  28. 28. 18% 15% 13% 11% 9% 9% 8% 7% 5% Too focused on money Lost touch with the UK Abuse / poor use of public funding Corruption or fraud Poor performance/ incompetence Wrong incentives driving organisational decisions Irresponsible behaviour Transparency issues Lack of regulation or control DRIVERS OF DECREASED TRUST IN NGOS OVER THE PAST YEAR Q6. Which of the following is the main reason why your trust in NGOs decreased over the last year? General Publics. NB: Don’t know / other not included AN EXCESSIVE FOCUS ON MONEY AND NGOS LOSING TOUCH WITH THE UK ARE THE MAIN CAUSES FOR THOSE LOSING TRUST IN NGOS TRUST IN NGOS General Population JAN
  29. 29. UK Results - January 2015 EDELMAN 
 TRUST BAROMETER"

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