Trust and purpose italy

620 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
620
On SlideShare
0
From Embeds
0
Number of Embeds
130
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Trust and purpose italy

  1. 1. Trust and Purpose<br />21 June 2011<br />
  2. 2. Methodology<br />PSB completed 3,161 online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.* <br />In Italy, PSB completed 333 interviews.<br />*Estonia and Portugal is not weighted due to low base size; not all questions are asked in Portugal<br />2<br />
  3. 3. Where is the trust?<br />While trust in business is not high, it is higher than among media, central government and religious leaders; central government is the least trusted of all<br />Trust in business varies enormously and depends on a combination of factors:<br />Provenance: people trust local companies the most, national a little less and international least of all. Europeans favour doing businesses with companies from America, Japan and Australia over BRICs<br />Core values: honesty and trustworthiness, good value and treatment of employees remain more important reputation builders than community and environmental credentials<br />Sector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly, are less trusted that computer and food and beverage companies<br />In general, Europeans are cynical about the motivations of businesses and CEOs believing them to be more motivated by personal gain and profits than a desire to help society<br />3<br />
  4. 4. Where is the trust?<br />People prefer to seek out information about companies when they want it – through Google searches or traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel companies only communicate to sell them things.<br />The priorities of consumers and employees have more in common than might be expected: although employees do prioritise paying employees a fair wage over quality products and services<br />4<br />
  5. 5. Top of mind in 2011<br />5<br />
  6. 6. Protests in 2011<br />6<br />
  7. 7. The economic crisis needs no translation<br />In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response)<br />7<br />
  8. 8. Bonuses, the crisis and golden parachutes have undercut trust in CEOs<br />In the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response)<br />8<br />
  9. 9. Large corporations are seen to be motivated by money, profit and greed<br />When you think of large corporations, what is the first word that comes to mind? (Open-end response)<br />9<br />
  10. 10. Trust in Companies and Organisations<br />10<br />
  11. 11. Provenance is a key factor in trust in business<br /><ul><li>In Italy, while trust in local companies and business is high, trust in national and nationally-owned companies is much lower than the average for Europe.</li></ul>Compared to two years ago, are you more or less trusting of..?(Ranked by Italy, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )<br />11<br />
  12. 12. Overall, trust is very low towards CEOs and government<br />Compared to two years ago, are you more or less trusting of..? (Ranked by Italy, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )<br />12<br />
  13. 13. Trust is strongest on the home front<br /><ul><li>However, in Italy, trust of foreign companies is far higher than in the rest of Europe.</li></ul>Which of the following is closer to your opinion?<br />13<br />
  14. 14. The US, Japan, and Australia are the most trusted countries<br /><ul><li>Italy ranks the US as the most trustworthy country
  15. 15. Trust for the BRIC countries is very low, though South Korea is lowest</li></ul>Thinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing among Italy, European average shown in parenthesis)<br />14<br />
  16. 16. And the US, Japan and Australia have the most trustworthy foreign-owned companies<br /><ul><li>In Italy, China, South Korea, Brazil, India and Russia fall well behind in trust</li></ul>Thinking about foreign-owned companies, which country do you think has companies which are the most trustworthy? (Showing Italy, European average in parenthesis) <br />15<br />
  17. 17. Many industrial groups are more trusted than traditional thought leaders<br /><ul><li>In Italy, as with the rest of Europe, trust is highest for online services and computer & hardware manufacturers. Unsurprisingly, trust in religious leaders is higher in Italy than the rest of Europe.</li></ul>Eur. Avg<br />Italy<br />For each of the following, please indicate how trustworthy you consider each group or industry to be...? (Showing Very/Somewhat Trustworthy on a four-point scale, ranked by Italy combined score)<br />16<br />
  18. 18. Being honest & trustworthy and having products & services that are good value is most important<br /><ul><li>In Italy, having useful products & services is more important than in the rest of Europe.
  19. 19. Treating employees fairly is less of a concern in Italy, compared to the rest of Europe. </li></ul>Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Italy)<br />17<br />
  20. 20. Being honest & trustworthy and having useful products & services are important in Italy<br />Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Italy)<br />18<br />
  21. 21. CEOs<br />19<br />
  22. 22. CEOs are seen to be motivated by personal profit and are seen as less trustworthy than employees<br /><ul><li>In Italy, there is a slightly stronger perception that CEOs are motivated by personal recognition. </li></ul>What do you think most top executives are motivated by? (Ranked by Italy)Do you think the average CEO is more or less trustworthy than the average employee? (Showing Italy, European average in parenthesis)<br />20<br />
  23. 23. Employee and consumer viewpoint<br />21<br />
  24. 24. The desires of consumers and employees are not as disparate as might be expected<br /><ul><li>In Italy, being open about their mistakes and investing in the country is more important than elsewhere in Europe
  25. 25. Treating employees well is less of a concern in Italy compared to the rest of Europe</li></ul>Eur. Avg. <br /> Italy<br />Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale, Showing top ten ranked by Italy Consumer)<br />22<br />
  26. 26. The desires of consumers and employees are not as disparate as might be expected<br />Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Italy Consumer)<br />23<br />
  27. 27. The desires of consumers and employees are not as disparate as might be expected<br />Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Italy Consumer)<br />24<br />
  28. 28. Perceptions of ‘Corporate Purpose’ differ between Italy and the rest of Europe<br /><ul><li>In Italy, ‘Corporate Purpose’ is most closely associated with making decisions beyond profit making while in Europe it is seen as balancing making money with acting responsibly</li></ul>Which of the following do you think most closely defines ‘Corporate Purpose’? (Ranked by Italy)<br />25<br />
  29. 29. Responsibility and fairness are important<br /><ul><li>A strong corporate purpose is important, more so in Italy than the rest of Europe
  30. 30. Consumers say they would rather pay more for products and services that are produced responsibly and fairly</li></ul>Which of the following is closer to your view? <br />26<br />
  31. 31. While a company’s highest priority should be its consumers, many feel profit comes first<br /><ul><li>The majority feel customers and employees should come first, but that corporations are more focused on their shareholders</li></ul>Which of the following is closer to your view? <br />27<br />
  32. 32. Overall, companies are seen as dishonest<br /><ul><li>Many feel that companies were more trustworthy when they were a kid. In Italy, there is less suspicion about the storage of personal information compared to the rest of Europe
  33. 33. Around two-thirds feel that corporations and their spokespersons are dishonest</li></ul>Which of the following is closer to your view? <br />28<br />
  34. 34. Information<br />29<br />
  35. 35. Online searches are the most common source of information about companies, but traditional media remains important<br /><ul><li>Search engines are the most common source of information on companies, but traditional sources such as newspapers, journals and television remain important</li></ul>Where do you tend to find out information about different companies? (Respondents allowed to select one, ranked by Italy)<br />30<br />
  36. 36. External watchdog sources are most trusted in Italy<br /><ul><li>Investigative television journalism and third-party watchdog websites are the most trusted sources in Italy
  37. 37. Word of mouth is a significantly less trusted channel in Italy compared to the rest of Europe</li></ul>How trusting would you be if a company was to use the following channels to engage with you?(Showing % ‘Very trusting’ on four-point scale of ‘Very trusting’ to ‘Not at all trusting’, ranked by Italy)<br />31<br />
  38. 38. And being informed is important…<br /><ul><li>The majority of respondents feel they receive the right amount of information</li></ul>Which of the following is closer to your view? <br />32<br />
  39. 39. But feel that companies only contact people to sell them something…<br />Eur. Avg<br />Italy<br />Thinking about how companies communicate with you. How much would you say the following applies? (Showing ‘Applies a lot / Applies somewhat’ on a four-point scale, ranked by Italy combined score)<br />33<br />
  40. 40. Consumers want to hear about a company’s values from the front-line teams<br /><ul><li>Over four-fifths of respondents were favourable to hearing about companies’ values and identities and they were most favourable to hearing about it from the front-line staff</li></ul>Eur. Avg<br />Italy<br />Thinking about the future, how favourable would you be to the following ways in which companies could communicate with you?(Showing ‘Very favourable / Somewhat favourable’ on a four-point scale ranked by Italy combined score) <br />34<br />
  41. 41. THANK YOU!<br />35<br />

×