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Ipsos MORI Veracity Index 2018: Trust in Professions

Ipsos UK
Ipsos UK

In the 2018 Ipsos MORI Veracity Index - our survey of trust in professions - advertising executives rank below politicians as Britain’s least-trusted profession

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Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may
not be disclosed or reproduced without the prior written consent of Ipsos.
1
2018
Ipsos MORI Veracity Index
© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information
and may not be disclosed or reproduced without the prior written consent of Ipsos.
Trust in professions survey
2Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only
Veracity Index 2018 – all professions
96%
92%
89%
87%
86%
85%
83%
78%
76%
62%
62%
62%
62%
52%
48%
45%
41%
40%
34%
30%
26%
22%
19%
16%
Nurses
Doctors
Teachers
Engineers
Professors
Scientists
Judges
Members of the Armed Forces
The Police
Television news readers
Clergy/priests
The ordinary man/woman in the street
Civil Servants
Pollsters
Charity chief executives
Trade union officials
Bankers
Local councillors
Business leaders
Estate agents
Journalists
Government Ministers
Politicians generally
Advertising executives
“Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?”
% trust to tell the truth
Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018
3Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only
The five most trusted professions, 2018
96%
92%
89%
87%
86%
Nurses
Doctors
Teachers
Engineers
Professors
% trust to tell the truth:
Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018
2017 score:
94%
91%
87%
-
85%
4Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only
The five least trusted professions, 2018
30%
26%
22%
19%
16%
Estate Agents
Journalists
Government Ministers
Politicians generally
Ad executives
% trust to tell the truth:
Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018
2017 score:
27%
27%
19%
17%
-
5Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only
93
85
80 78 77 73 70
61
56
30 30 29 29
12
2
-100
-50
0
50
100
-1
-14 -16
-26
-37
-44
-51
-59 -63
-100
-50
0
50
100
Net trust in professions 2018
Nurses Doctors Teachers Engi-
neers
Profe-
ssors
Scien-
tists
Judges Armed
Forces
Members
The
Police
Man/
woman
in the
street
Civil
Servants
TV
News
Readers
Clergy/
priests
Pollsters Charity
Chief
Execs
Trade
Union
officials
Local
council-
llors Bankers
Business
Leaders
Govt.
Ministers
Journ-
alists
Estate
Agents
Politic-
ians
Ad
Execs
Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018
Net trust = % trust to tell the truth - % do not trust to tell the truth
6Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only
Key movers in public trust over time
0
25
50
75
100
1983 1988 1993 1998 2003 2008 2013 2018
% trust to tell the truth:
Base: c. 1,000 British adults aged 15+ per year
Doctors – 92% (+10 ppt since 1983)
Teachers – 89% (+10 ppt since 1983)
Professors – 86% (+16 ppt since 1993
Scientists – 85% (+22 ppt since 1997
The Police – 76% (+17 ppt since 1983)
Clergy/Priests – 62%
(-23 ppt since 1983)
Civil Servants – 62%
(+37 ppt since 1983)
Trade Union officials – 45%
(+27 ppt since 1983)
Bankers – 41% (+12 ppt since 2011)
Journalists – 26% (+7 ppt since 1983)
Ad

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Ipsos MORI Veracity Index 2018: Trust in Professions

  • 1. Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 2018 Ipsos MORI Veracity Index © 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Trust in professions survey
  • 2. 2Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only Veracity Index 2018 – all professions 96% 92% 89% 87% 86% 85% 83% 78% 76% 62% 62% 62% 62% 52% 48% 45% 41% 40% 34% 30% 26% 22% 19% 16% Nurses Doctors Teachers Engineers Professors Scientists Judges Members of the Armed Forces The Police Television news readers Clergy/priests The ordinary man/woman in the street Civil Servants Pollsters Charity chief executives Trade union officials Bankers Local councillors Business leaders Estate agents Journalists Government Ministers Politicians generally Advertising executives “Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?” % trust to tell the truth Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018
  • 3. 3Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only The five most trusted professions, 2018 96% 92% 89% 87% 86% Nurses Doctors Teachers Engineers Professors % trust to tell the truth: Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018 2017 score: 94% 91% 87% - 85%
  • 4. 4Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only The five least trusted professions, 2018 30% 26% 22% 19% 16% Estate Agents Journalists Government Ministers Politicians generally Ad executives % trust to tell the truth: Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018 2017 score: 27% 27% 19% 17% -
  • 5. 5Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only 93 85 80 78 77 73 70 61 56 30 30 29 29 12 2 -100 -50 0 50 100 -1 -14 -16 -26 -37 -44 -51 -59 -63 -100 -50 0 50 100 Net trust in professions 2018 Nurses Doctors Teachers Engi- neers Profe- ssors Scien- tists Judges Armed Forces Members The Police Man/ woman in the street Civil Servants TV News Readers Clergy/ priests Pollsters Charity Chief Execs Trade Union officials Local council- llors Bankers Business Leaders Govt. Ministers Journ- alists Estate Agents Politic- ians Ad Execs Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018 Net trust = % trust to tell the truth - % do not trust to tell the truth
  • 6. 6Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only Key movers in public trust over time 0 25 50 75 100 1983 1988 1993 1998 2003 2008 2013 2018 % trust to tell the truth: Base: c. 1,000 British adults aged 15+ per year Doctors – 92% (+10 ppt since 1983) Teachers – 89% (+10 ppt since 1983) Professors – 86% (+16 ppt since 1993 Scientists – 85% (+22 ppt since 1997 The Police – 76% (+17 ppt since 1983) Clergy/Priests – 62% (-23 ppt since 1983) Civil Servants – 62% (+37 ppt since 1983) Trade Union officials – 45% (+27 ppt since 1983) Bankers – 41% (+12 ppt since 2011) Journalists – 26% (+7 ppt since 1983)
  • 7. 7Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only All Veracity data, 1983 - 2018 0 25 50 75 100 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Nurses Doctors Teachers Professors Judges Scientists Clergy/Priests The Police TV news reader Ordinary Man/Woman in the street Civil Servants Pollsters Trade Union Officials Local Councillors Business Leaders Bankers Managers in Local Gov Journalists Government Ministers Politicians Generally Managers in the NHS Lawyers Charity Chief Executives Estate agents Engineers* Armed Forces Members* Ad Executives* % trust to tell the truth: *: This profession listed for the first time in 2018 Base: c. 1,000 British adults aged 15+ per year
  • 8. 8Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only Ipsos MORI Veracity Index 2018Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018 The social and demographic drivers of trust The Social Trust Index6.75 6.12 6.02 6.01 5.95 5.88 5.86 5.82 5.55 5.49 5.42 5.38 5.36 5.36 5.36 5.32 5.22 5.16 5.16 5.15 5.02 5.00 4.97 4.96 4.91 4.88 4.86 4.82 4.78 4.65 4.4 4.13 4.04 3.85 3.85 3.78 3.61 3.29 2.63 2.34 GenerationZ Remainvoter Millennialgeneration Ownshouseonmortgage SocialGradeAB ConservativePartyID Educatedtodegreelevel Londonresident SocialGradeC1 SouthEnglandresident Inwork LabourPartyID Married/livingas Single Readsnonewspapers Urbandweller ALeveleducation Scotlandresident PrivateRenter Broadsheetreader Suburbandweller Male Midlandsresident Total Female GCSE/OLeveleducation PreWargeneration SocialGradeC2 Owneroccupier GenerationX Notworking Ruraldweller MidMarketpaperreader VotedLeave BabyBoomergeneration NorthEnglandresident Noformalqualifications SocialgradeDE SocialRenter Widowed/divorced The social trust index is the average number of professions trusted minus the average not trusted per group
  • 9. 9Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only Trust in professions by party support Nurses Doctors Teachers Engineers Professors Scientists Judges Members of the Armed Forces The Police Television news readers Clergy/priests The ordinary man/woman in the street Civil Servants Pollsters Charity chief executives Trade union officials Bankers Local councillors Business leaders Estate agents Journalists Government Ministers Politicians generally Advertising executives Conservative supporters Labour supporters “Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?” % trust to tell the truth Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018 Conservative Labour 98% 96% 95% 93% 89% 90% 91% 88% 85% 89% 83% 88% 90% 82% 85% 73% 83% 73% 74% 61% 72% 60% 66% 65% 56% 70% 58% 54% 44% 52% 29% 61% 45% 36% 39% 41% 43% 35% 37% 29% 24% 31% 25% 21% 22% 18% 16% 15%
  • 10. 10Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only Trust in professions by referendum vote Nurses Doctors Teachers Engineers Professors Scientists Judges Members of the Armed Forces The Police Television news readers Clergy/priests The ordinary man/woman in the street Civil Servants Pollsters Charity chief executives Trade union officials Bankers Local councillors Business leaders Estate agents Journalists Government Ministers Politicians generally Advertising executives Remain Leave “Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?” % trust to tell the truth Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018 Remain Leave 97% 96% 96% 89% 92% 85% 93% 87% 90% 83% 90% 82% 89% 79% 78% 81% 81% 73% 67% 66% 63% 63% 66% 63% 67% 55% 58% 46% 53% 39% 51% 38% 35% 42% 46% 30% 36% 32% 28% 30% 30% 23% 24% 16% 22% 14% 13% 14%
  • 11. 11Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only Trust in professions by educational attainment Nurses Doctors Teachers Engineers Professors Scientists Judges Members of the Armed Forces The Police Television news readers Clergy/priests The ordinary man/woman in the street Civil Servants Pollsters Charity chief executives Trade union officials Bankers Local councillors Business leaders Estate agents Journalists Government Ministers Politicians generally Advertising executives Degree holder Non-degree holder “Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?” % trust to tell the truth Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018 Degree No degree 96% 96% 93% 91% 90% 88% 91% 85% 89% 84% 90% 82% 86% 81% 78% 78% 82% 74% 64% 62% 62% 62% 67% 59% 67% 59% 58% 48% 54% 45% 48% 44% 34% 45% 48% 36% 39% 32% 24% 33% 34% 22% 26% 20% 22% 17% 16% 16%
  • 12. www.ipsos-mori.com/ Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only 12 Gideon Skinner Research Director Gideon.Skinner@Ipsos.com @gideonskinner Michael Clemence Research Manager Michael.Clemence@Ipsos.com @mwclemence