2014

EDELMAN TRUST BAROMETER
IRELAND RESULTS
th annual survey
Edelman’s 14
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents

GLOBAL

INFORMED
PUBLICS

• 6 years in 2...
Edelman trust barometer in retrospect
2014

BUSINESS TO LEAD THE DEBATE FOR CHANGE

2013

CRISIS OF LEADERSHIP

2012

FALL...
ONE | The State of Trust
GLOBAL TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT
AND MEDIA DECREASES
TRUST IN THE FOUR INSTITUTIONS O...
IN IRELAND TRUST IN ALL INSTITUTIONS DECLINES
IRELAND TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS...
THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL
VARIATIONS; MAJOR DECLINES IN POLAND, U.S...
SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE
AND HONG KONG
TRUST IN GOVERNMENT, 2013 VS. ...
IN IRELAND TRUST IN GOVERNMENT FALLS BACK TO PRE-ELECTION LEVELS
IRELAND TRUST IN THE FOUR INSTITUTIONS SINCE 2009

NGOs
M...
TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST
LEVEL
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (N...
GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES
REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR
TRUST ...
TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING
MARKETS SOAR
TRUST IN BUSINESS, 2013 VS. 2014
2013...
TWO | Who is trusted?
WHICH INDUSTRIES ARE THE MOST TRUSTED?
TRUST IN INDUSTRIES, 2013 VS. 2014 - IRELAND

2013

2014

CONSUMER ELECTRONICS
MANU...
TRUST IN TYPES OF MEDIA
IRELAND TRUST IN DIFFERENT SOURCES OF INFORMATION

Global

65%

EU

65%
53%

Ireland

60% 61%
54%
...
WHO ARE THE MOST TRUSTED SPOKESPEOPLE?
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - IRELAND

2013

2014
74%

ACADEMIC OR ...
TRUST IN TYPES OF BUSINESS
IRELAND TRUST IN DIFFERENT TYPES OF BUSINESSES

Global

71%

EU

Ireland

76% 74%
68% 68%

63%
...
LEADERSHIP – A CRISIS OF TRUST
IRELAND TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING

BUSINESS LEADERS

12%...
THREE | Building Trust
16 KEY ATTRIBUTES TO BUILDING TRUST
ENGAGEMENT
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOME...
EXPECTATION VERSUS DELIVERY
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - IRELAND
ENGAGEMENT
INTEGRIT...
WHAT ROLE SHOULD GOVERNMENT PLAY IN BUSINESS?
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - IRELAND

60%
33%
27%
22%
11...
SHOULD BUSINESS HAVE A ROLE IN POLICY DEVELOPMENT?
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - IRELAND

Wh...
WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - IRELAND

Action...
IS GOVERNMENT DOING ENOUGH TO REGULATE?
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - IRELAND

Not Enough

Too Much

81%...
Conclusion
LEADING THE DEBATE FOR CHANGE

Participate

Advocate

NGOs and Media have a job to do.

Evaluate

27

Business must join t...
IRELAND FINDINGS
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Edelman Ireland 2014 Trust Barometer

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The 2014 Edelman Trust Barometer’s Irish findings reveal a significant (11 points) drop in trust in government in Ireland over the past 12 months. The fall puts trust in government back to pre-general election levels. Trust in business fell slightly but is still trusted nearly twice as much as government. NGOs in Ireland remain the most trusted institution despite falling 5 points. Trust in media in Ireland also declined (8 points) and is now less trusted than business. Globally overall trust levels declined, driven by the decimation of trust in government which fell significantly in many of the 27 countries surveyed. Trust in business has stabilised at 58 percent due to the perception that it has made demonstrable change in the form of better products and new leadership.

Ireland Highlights 2014:
• The Trust Index, the average trust across the four institutions of business, government, NGOs and media, showed a 7 point drop for Ireland (to 39 points). This places Ireland as the third least trusting country of the 27 surveyed.
• NGOs in Ireland remain the most trusted institution despite falling 5 points to 58%.
• Business is the second most trusted institution in Ireland, despite a small 3 point decline to 41%. It is now nearly twice as trusted as government.
• The technology sector (67%) remained the most trusted industry sector, while banks were the least trusted at 19%.
• Trust in media fell 8 points to 37%, reversing a gradual improvement observed during the previous five years.
• Government is the least trusted of the four institutions with only 21% of people saying that they trust government to do what is right. This is the lowest level of trust recorded for Government since before the general election in 2011.
• More concerning again is the fact that only 3% of people trust government leaders a great deal to tell the truth.
• Credibility of CEOs as a source of information about a company fell seven points to 29%. CEOs are significantly less credible than Academics (68%).
• Traditional media (newspapers, radio and television) are the most trusted source of information in Ireland (61%), followed by search engines at 50%. Only 26% of people trust social media as a source of information.
• 56% believe that government is not doing enough to regulate business with the number increasing to 81% when specifically asked about the financial services sector.

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Edelman Ireland 2014 Trust Barometer

  1. 1. 2014 EDELMAN TRUST BAROMETER IRELAND RESULTS
  2. 2. th annual survey Edelman’s 14 ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents GLOBAL INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data 2
  3. 3. Edelman trust barometer in retrospect 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS 2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST 2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS 2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA 2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON 2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS 2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT 2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING 2002 FALL OF THE CELEBRITY CEO 2001 RISING INFLUENCE OF NGOS 3
  4. 4. ONE | The State of Trust
  5. 5. GLOBAL TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 5 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 2014 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 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total.
  6. 6. IN IRELAND TRUST IN ALL INSTITUTIONS DECLINES IRELAND TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% NGOS 17% 58% #1 2013 45% MEDIA 8% 2013 6 44% 13% 2014 #3 37% 7% 2014 6% #2 2013 32% 4% 2013 41% 4% BUSINESS 2014 #4 21% 4% GOVERNMENT 2014 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 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
  7. 7. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 7 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.
  8. 8. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 56% 45%47% 43% 40% 43% 63% 60% 53% 53% 48% 44% 65% 63% 60% 57% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. 8 50% 45% 41% 42% 33%34% 32% 58% 54% Q11-14. [GOVERNMENT 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 9-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, 20-country global total.
  9. 9. IN IRELAND TRUST IN GOVERNMENT FALLS BACK TO PRE-ELECTION LEVELS IRELAND TRUST IN THE FOUR INSTITUTIONS SINCE 2009 NGOs Media 80% Business Government 70% 63% 60% 58% 54% 53% 50% 50% 53% 46% 43% 40% 30% 45% 44% 38% 34% 31% 33% 38% 31% 28% 37% 35% 35% 32% 20% 21% 20% 2009 9 2010 2011 41% 2012 2013 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 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics. 2014
  10. 10. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST LEVEL TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014 2013 NGOs most trusted institution in 20 of the 27 countries surveyed in 2014 2014 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 84% 83% 81% 76% 73% 67%66% 66% 63% 64% 57% 76% 75% 69% 67% 70% 67% 64% 61% 76%77% 75%76% 70% 69% 66% 64% 76% 75% 73% 69% 62% 59% 59% 55% 62% 61% 58% 51% 46%47% 40% 41% 37% 37% N.A. 10 67% 63%62% 64% 63% 58% 56% 74% 70% Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] 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 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, 20-country global total. 50% 47%
  11. 11. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 71% 70%70% 66% 59% 55% 57% 60% 57% 54% 61% 58% 63% 68% 63% 61% 61% 54% 54% 52% 47% 60% 59% 66% 48% 42% 49%48% 47% 44% 43% 40% 51% 47% 50% 45% 45% 41% 42% 38% 35% 37% 50% 50% 40% 45% 40% 30% 26% 19% N.A. 11 Q11-14. [MEDIA 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 9-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, 20-country global total.
  12. 12. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING MARKETS SOAR TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 70% 63% 59% 64% 58% 45% 39% 40% 73% 71% 62% 61% 58% 56% 56% 52% 53% 49% 48% 77% 62% 58% 57% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 58% 54% 51% 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. 12 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 9-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, 20-country global total. 60% 56% 56% 50% 49% 45% 45%
  13. 13. TWO | Who is trusted?
  14. 14. WHICH INDUSTRIES ARE THE MOST TRUSTED? TRUST IN INDUSTRIES, 2013 VS. 2014 - IRELAND 2013 2014 CONSUMER ELECTRONICS MANUFACTURING 57% 64% TECHNOLOGY 56% AUTOMOTIVE 52% ENTERTAINMENT 59% FOOD AND BEVERAGE 54% BREWING AND SPIRITS 51% CONSUMER PACKAGED GOODS 53% TELECOMMUNICATIONS 49% CONSUMER HEALTH COMPANIES CONSUMER ELECTRONICS MANUFACTURING 65% +8 TECHNOLOGY 63% -1 AUTOMOTIVE 57% +1 ENTERTAINMENT 56% +4 FOOD AND BEVERAGE 53% -6 BREWING AND SPIRITS 52% -2 CONSUMER PACKAGED GOODS 51% 0 TELECOMMUNICATIONS 49% -4 CONSUMER HEALTH COMPANIES 47% 45% PHARMACEUTICALS 44% PHARMACEUTICALS ENERGY 45% ENERGY 40% MEDIA 37% CHEMICALS FINANCIAL SERVICES BANKS 14 18% 15% 2013 vs. 2014 40% 37% MEDIA CHEMICALS FINANCIAL SERVICES BANKS 26% 20% 15% 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 9-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. -2 +1 -5 -3 -11 2 0
  15. 15. TRUST IN TYPES OF MEDIA IRELAND TRUST IN DIFFERENT SOURCES OF INFORMATION Global 65% EU 65% 53% Ireland 60% 61% 54% 50% 47% 41% 37% 45% 35% 34% 26% ONLINE SEARCH ENGINES 15 TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA 24% OWNED MEDIA Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics.
  16. 16. WHO ARE THE MOST TRUSTED SPOKESPEOPLE? CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - IRELAND 2013 2014 74% ACADEMIC OR EXPERT TECHNICAL EXPERT IN THE COMPANY 2013 vs. 2014 60% 68% ACADEMIC OR EXPERT -6 TECHNICAL EXPERT IN THE COMPANY 56% -4 A PERSON LIKE YOURSELF 54% A PERSON LIKE YOURSELF 56% +2 NGO REPRESENTATIVE 54% NGO REPRESENTATIVE 54% 0 REGULAR EMPLOYEE 54% REGULAR EMPLOYEE 53% -1 46% FINANCIAL OR INDUSTRY ANALYST GOVERNMENT OFFICIAL OR REGULATOR 51% BLOGGER 27% 15% +11 *ENTREPRENEUR 34% -17 CEO BOARD OF DIRECTORS BLOGGER 29% 25% 17% *Changed from “Successful Entrepreneur” in 2013 16 +3 36% 36% CEO 49% GOVERNMENT OFFICIAL OR REGULATOR 25% *SUCCESSFUL ENTREPRENEUR BOARD OF DIRECTORS FINANCIAL OR INDUSTRY ANALYST Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics. -7 -2 -2
  17. 17. TRUST IN TYPES OF BUSINESS IRELAND TRUST IN DIFFERENT TYPES OF BUSINESSES Global 71% EU Ireland 76% 74% 68% 68% 63% 63% 62% 48% 49% 61% 57% 49% 54% 47% 47% 34% FAMILY-OWNED 17 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED PRIVATELY-HELD 35% BIG BUSINESS STATE-OWNED Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-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.
  18. 18. LEADERSHIP – A CRISIS OF TRUST IRELAND TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING BUSINESS LEADERS 12% 2013 2014 12% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 9% 9% MAKE ETHICAL AND MORAL DECISIONS 9% 8% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 6% 5% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 18 8% 7% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 6% 5% MAKE ETHICAL AND MORAL DECISIONS 5% 3% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 7% 4% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
  19. 19. THREE | Building Trust
  20. 20. 16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 20 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  21. 21. EXPECTATION VERSUS DELIVERY BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - IRELAND ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TREATS EMPLOYEES WELL IMPORTANCE PERFORMANCE 53% 21% PROTECTS ENVIRONMENT 52% 24% POSITIVELY IMPACTS COMMUNITY 48% 22% ADDRESSES SOCIETY'S NEEDS 46% 21% 38% 18% INNOVATOR 36% 22% 15% 20% 18% -38 56% 22% COMMUNICATES OFTEN -37 -34 57% 24% TRANSPARENT & OPEN -36 61% 23% CUSTOMERS BEFORE PROFITS -38 61% 27% IS ETHICAL TOP GLOBAL COMPANY 62% 25% HIGH QUALITY PRODUCTS CONSISTENT FINANCIAL RETURNS 63% 27% ACTS RESPONSIBLY IN CRISIS PARTNERS WITH NGOS 66% 28% LISTENS TO CUSTOMERS ADMIRED TOP LEADERSHIP Gap 32% 31% -33 -34 -32 -28 -26 -25 -20 -14 -17 -11 30% Q80-Q95. [TRACKING] 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 important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Publics, 2721 country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics. -12
  22. 22. WHAT ROLE SHOULD GOVERNMENT PLAY IN BUSINESS? MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - IRELAND 60% 33% 27% 22% 11% 3% 3% BUILD REGULATE BUSINESS PROTECT CONSUMERS WORK TO ENSURE GIVE OR LOAN MONEY GOVERNMENT SHOULD INFRASTRUCTURE ACTIVITIES TO ENSURE FROM IRRESPONSIBLE FREE MARKET ACCESS TO BUSINESS WHEN IT NOT PLAY A ROLE IN THAT PROMOTES AND COMPANIES ARE BUSINESS PRACTICES AND OPEN EXPERIENCES BUSINESS FACILITATES BEHAVING COMPETITION WITHIN FINANCIAL CRISIS BUSINESS RESPONSIBLY INDUSTRIES OPPORTUNITIES 22 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 1% DON'T KNOW
  23. 23. SHOULD BUSINESS HAVE A ROLE IN POLICY DEVELOPMENT? PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - IRELAND When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 75% The food and beverage industry should be a more active participant in the broader debate in Ireland over solutions to food and nutrition policy issues 68% The energy industry should be a more active participant in the broader debate over Ireland energy policy The financial services industry should be a more active participant in the broader debate over the future of the Ireland banking system 23 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics. 65% 56%
  24. 24. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - IRELAND Action is important for a CEO 85% 83% 82% 81% 66% 50% Tells the truth, Engages with Communicates clearly Is front and center Is personally involved Has an active media regardless of how employees regularly to and transparently during challenging in supporting local presence complex or unpopular discuss the state of times (product recalls, charities and good it is the business lawsuits, etc.) causes 24 Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.
  25. 25. IS GOVERNMENT DOING ENOUGH TO REGULATE? GOVERNMENT REGULATION OF BUSINESS AND SECTORS - IRELAND Not Enough Too Much 81% 56% 51% 36% 16% 9% Government Regulation of Business Government Regulation of Financial Services Industry 14% 19% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think 25 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.
  26. 26. Conclusion
  27. 27. LEADING THE DEBATE FOR CHANGE Participate Advocate NGOs and Media have a job to do. Evaluate 27 Business must join the societal debate. Government must reflect on original mandate for reform.
  28. 28. IRELAND FINDINGS

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