The document presents data and insights from Ipsos Mori on public sentiment regarding governance, local service provision, and trust in government among British adults, highlighting the significance of localism and the varying levels of trust in different institutions. It discusses trends in public pride, economic concerns, and the perception of public services, illustrating an ongoing demand for greater local control and satisfaction with local councils over national government. Satisfaction ratings reveal a general distrust in central government, while there is a desire for more direct involvement in local decision-making processes.

1. Governing our
great cities
ben.page@ipsos.com @benatipsosmori
Ben Page , Chief Executive, Ipsos MORI

2. 45
37
36
28
24
22
15
10
5
4
Our History
The NHS
British Army/armed forces
The Royal Family
Our culture and arts
Our system of democracy
Having a free press/media
British sports teams
Our position in the world
British business
Source: Ipsos MORI/Design Council
Base: 1,003 British adults, 25-31 May 2012
Overall, which two or three of the following, would you
say makes you most proud to be British?

3. 0
10
20
30
40
50
60
70
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
Falling concern about the economy
What do you see as the most/other important issues facing Britain today?
Base: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home Source: Ipsos MORI Issues Index
Global Recession
and Russian
Financial crisis
Highest score since 1992.
Most important issue for
the first time
Sub-prime
mortgage crisis
in the US
Northern
Rock
nationalised
End of
recession
announced
Bank
bailout
Cameron becomes
PM
Lowest score
since June 2008
(30%)

4. Base: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home Source: Ipsos MORI Issues Index
Record concern about inequality
What do you see as the most/other important issues facing Britain today?
0
5
10
15
20
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
Sept 1999:
Alastair Darling –
“one child in
three” living in
poverty
July 2014 –
highest score
recorded
(18%)
January 2005 –
Make Poverty
History
campaign
launched on New
Year’s Day
Cameron becomes
PM

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Global Trends Survey | July 2014
GLOBAL
BUT LOCAL
People are happier and
more optimistic about
closer to home – SAY
want local issues
resolved at local level

6. More localist than anywhere else
61%
59%
58%
56%
55%
52%
51%
47%
47%
46%
46%
45%
42%
42%
39%
37%
37%
34%
30%
26%
26%
27%
28%
21%
31%
24%
31%
22%
17%
29%
27%
24%
26%
36%
18%
33%
31%
32%
13%
14%
13%
23%
15%
20%
25%
22%
31%
37%
26%
28%
31%
34%
35%
27%
46%
33%
40%
42%
US
GB
Canada
S Africa
France
Australia
Italy
Japan
India
Turkey
Poland
Total
Brazil
Russia
Spain
Germany
Argentina
Belgium
Sweden
S Korea
1 to 2
4 to 5
Total
Great
Britain
Which comes closest
to your own opinion?
A. Decisions about public
services (e.g. public
transportation, public
education, public safety
and social services), are
better if they are made
locally OR
B. Decisions about public
services are better if they
are made nationally
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 Question 12 (no China)
1
2
3
4
5
6
8
7
9
10
11
T
12
13
14
15
16
17
18
19

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Global Trends Survey | July 2014
The authority problem

8. Version 1 | Public© Ipsos MORI
Satisfaction with Government
31%
27%
25%
24%
23%
22%
20%
17%
16%
15%
14%
14%
13%
12%
11%
10%
7%
5%
5%
3%
25%
31%
32%
23%
18%
33%
23%
24%
18%
33%
41%
29%
30%
19%
20%
12%
12%
13%
45%
41%
42%
53%
59%
61%
47%
59%
60%
67%
53%
51%
46%
59%
59%
71%
73%
82%
84%
84%
Satisfied
Dissatisfie
d
Total
Great
Britain
Overall, how
satisfied or
dissatisfied are you
with…?
The way the
government is
running the country
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 Question 8b (no China)
1
2
3
4
5
6
8
7
T
9
10
11
12
13
14
15
16
17
18
19

9. Version 1 | Public© Ipsos MORI
Satisfaction with Government
31%
27%
25%
24%
23%
22%
20%
17%
16%
15%
14%
14%
13%
12%
11%
10%
7%
5%
5%
3%
25%
31%
32%
23%
18%
33%
23%
24%
18%
33%
41%
29%
30%
19%
20%
12%
12%
13%
45%
41%
42%
53%
59%
61%
47%
59%
60%
67%
53%
51%
46%
59%
59%
71%
73%
82%
84%
84%
Sweden
Germa…
Canada
India
Turkey
Argent…
Austra…
GB
Total
US
S Korea
Belgium
Japan
Russia
Brazil
Poland
France
Spain
S Africa
Italy
Satisfied
Dissatisfie
d
Total
Great
Britain
Overall, how
satisfied or
dissatisfied are you
with…?
The way the
government is
running the country
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 Question 8b (no China)
1
2
3
4
5
6
8
7
T
9
10
11
12
13
14
15
16
17
18
19

10. Version 1 | Public© Ipsos MORI
30 years of trends in “trust”
c.1,000-2,000 Ipsos MORI/British Medical Association
0
10
20
30
40
50
60
70
80
90
100
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 2013
Doctor #REF! #REF!
Judge #REF! Clergyman/Priests
The police #REF! #REF!
Ordinary Man/Woman in the street Civil Servants Pollsters
#REF! #REF! #REF!
Government Ministers Politicians Generally #REF!
#REF! #REF!

11. TRUST IN CENTRAL INSTITUTIONS..
0
10
20
30
40
%
How much do you trust a British government of any party to place the needs of
this country above the interests of their own political party?
% “almost never”
Source: British Social Attitudes, 1986-2011

12. 2%
19%
24%
26%
23%
6%
2%10%
24%
23%
31%
11%
3%
23%
28%
24%
14%
7%
Strongly
disagree
Neither
agree
nor
disagree
Government distrusted – but you’re best
I would now like to ask you some questions about the way Britain is governed. How strongly, if at all,
do you agree or disagree with each of the following statements? “[xxx] acts in the best interests of
people like me”
Base: 1,967 British adults 16+, 26 September – 3 October 2014 Source: Ipsos MORI
Strongly
agree
Tend to
disagree
Don’t know
Tend to
agree
UK GovernmentLocal government European
Parliament
21%
49%
26%
38%
12%
54%

13. Version 1 | Internal Use Only© Ipsos MORI
Who do you trust most to make decisions about how services are
provided in your local area?
Most say they trust their council most…
Base: 1,015 British adults 18+ Ipsos MORI, January 2013
79%
11%
8%
2%
Your local
council
The Coalition
government
Neither
Don't know

14. Version 1 | Internal Use Only© Ipsos MORI
36 38 37
35 34
29
36
33
52 54
57
60 61
62 64 63
10
20
30
40
50
60
70
2001 2003 2005 2007-08 2008-09 2009-10 2010-11 2012-13
Parliament Local Council
Public trusts councils more than national government
Base: Core sample in England; (2001: 9,270, 2003: 8,859, 2005: 9,104, 2007-08: 8,729, 2008-09: 8,706, 2009-10: 8,677, 2010-11: 9,521,
Aug 2012 – April 2013: 6,915)
Trust %
Source: Citizenship Survey/ Community Life Survey

15. Version 1 | Internal Use Only© Ipsos MORI
8
12
17
17
20
27
26
25
25
34
45
37
46
57
55
62
57
70
74
88
81
74
72
71
68
63
62
60
55
47
40
39
34
31
29
29
26
19
17
1480
11110
Doctors
Teachers
Professors
Judges
Scientists
Clergyman/Priests
The Police
Television News Readers
Social workers
The ordinary man/woman in
Civil Servants
Managers in the NHS
Pollsters
Trade Union officials
Local councillors
Business Leaders
Bankers
Managers in local government
Journalists
Government Ministers
Politicians generally
% Not trust % Trust
Ipsos MORI Veracity Index reinforces this message
Q. “Would you tell me whether you generally trust them to tell the truth or not?”
Base: 1,026 United Kingdom adults aged 15+, 10-16 June 2011 Source: Ipsos MORI/BMA

16. 16
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63%
… say they have not noticed any
changes to the services provided
by their local councils

17. 17
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What sort of
democracy?

18. 18
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Q Which of the following challenges do you think will be most important to public
services as a whole over the next five years? Please pick three. And which one is least
important?
What are people worried about?
Base: Adults aged 15+ in Great Britain (997) 11th – 17th April 2014
47%
34%
25%
23%
22%
21%
17%
16%
13%
10%
Budget cuts
Changes in society (ageing population,
immigration)
Finding new ways to deliver services
more efficiently
Changes in people’s health and
lifestyles
Responding to changes in the
Government’s policies
Retaining good staff and positive
morale
Losing public support in their ability to
deliver services
Protecting personal data and keeping
information secure
Tackling the effects of climate change
Having good relationships with other
organisations they work with
6%
6%
7%
7%
6%
4%
8%
4%
30%
11%
Most important Least important

19. 19
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20. 20
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21. Divided over more fiscal freedom
Generally speaking, for each of the following statements, do you…?
Base: 2,008 GB adults aged 15+, face to face, 18-24 July 2014 Source: JRRT/Ipsos MORI State of the Nation Poll 2014
41%
30%
29%
Disagree
Agree
Neither/nor/
don’t know
“More of the money spent by local councils should be
raised locally”

22. 17
7
1034
31
29
54
Want more local control – but worried about local
variation
% Tend to disagree % Strongly disagree% Tend to agree% Strongly agree
To what extent do you agree or disagree with each of the following
statements:
People should have more
control over how public services
are provided locally, even
though it will mean that the
services residents receive will
vary between local areas*
People should have more
control over how public
services are provided
locally
Base: 631 British adults 18+. *Base: 622 British adults 18+
Fieldwork: 18-19 April 2010 Source: Ipsos MORI/Economist

23. 81%
70%
18%
29%
But want services of all kinds to be the same…
Base: 1,002 adults in Great Britain aged 16+. Fieldwork dates: 13-19 May 2010
The Health Service
Recycling
…should be the same
everywhere in Britain
People should be able to decide
for themselves how … is
provided in their area
Q Please can you tell me which of these statements comes
closest to your own opinion:
Source: Ipsos MORI

24. 82%
84%
62%
75%
17%
15%
36%
25%
83%
69% 31%
16%
Little variation by political support….
Base: 1,002 adults in Great Britain aged 16+. Conservatives (246); Labour (219); Lib Dems
(192) Fieldwork dates: 13-19 May 2010
The Health
Service
Recycling
…should be the same everywhere in Britain
People should be able to
decide for themselves how …
is provided
Q Please can you tell me which of these statements comes
closest to your own opinion:
Source: Ipsos MORI
Voted Conservative Voted Labour Voted Lib Dem

25. And what about co-
production and
empowerment?

26. 43
31
12
4
8
43
30
15
4
5
26
40
22
6
7
% Primary Schools % Secondary Schools % The health service
Some of the public would like more
involvement
Q Which of these statements comes closest to your own
attitude towards how … work/works in your area?
Source: Ipsos MORIBase: 1,002 adults in Great Britain aged 16+. Fieldwork dates: 13-19 May 2010
I'm not interested in knowing how …
work/works in my area, as long as they do
their job
I would like to know how … work/works in
my area, but I don’t want to be involved
beyond that
I would like to have more of a say in how …
work/works in my area
I would like to become actively involved in
how … work/works in my area
I am already actively involved in how …
work/works in my area

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Authenticity
and voice

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32. The challenge for al leaders– TRY
SOMETHING NEW

33. Thank you
ben.page@ipsos.com
benatipsosmori