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Edelman Trust Barometer 2015

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The 2015 Edelman Trust Barometer has placed Ireland second from bottom in an international league table measuring levels of trust in 27 countries. Overall, levels of trust in Ireland have again declined to those last seen at the height of the recession, despite a nascent economic recovery. The annual study also shows that, Government has recorded a modest five-point recovery in trust over the past 12 months.

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Edelman Trust Barometer 2015

  1. 1. 2015 EDELMAN TRUST BAROMETER IRELAND RESULTS
  2. 2. 84%Chose to buy products or services WHY TRUST MATTERS IN IRELAND Where a company is trusted 74%Recommended them to a friend 55%Paid more for products or services 42%Shared positive opinions online
  3. 3. THE STATE OF TRUST
  4. 4. PG 4 TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015 THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE BUSINESS 66% 63% 2014 2015 #1 53% 51% 2014 2015 #3 59% 57% 2014 2015 #2 45% 48% 2014 2015 #4 GOVERNMENTMEDIA NGOS Informed Public
  5. 5. PG 5 IRELAND
  6. 6. PG 6 TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN IRELAND, 2014 VS. 2015 TRUST IN INSTITUTIONS BUSINESS GOVERNMENTMEDIA NGOS Informed Public 37% 34% 2014 2015 #3 58% 48% 2014 2015 #1 41% 38% 2014 2015 #2 21% 26% 2014 2015 #4
  7. 7. PG 7 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 Argentina 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 NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX: TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 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 Informed Public
  8. 8. PG 8 TRUST IN BUSINESS
  9. 9. PG 9 Lower Trust in 16 CountriesIncreased Trust in 11 Countries % Trust 50% TRUST IN BUSINESS, 2014 VS. 2015 TRUST IN BUSINESS: HALF BELOW 50% Informed Public 2014 2015 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
  10. 10. PG 10 FOUR KEY FACTORS AFFECT TRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months
  11. 11. PG 11 50% 63% 65% 57% 56% 53% 52% 51% 47% 45% 49% 40% 37% 26% 20% 15% 68% 61% 60% 60% 59% 57% 57% 53% 52% 46% 46% 36% 35% 30% 21% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: TECHNOLOGY MOST TRUSTED Informed Public 2014 2015 More Trust Less Trust
  12. 12. PG 12 50% 57% 68% State-owned Big Business Family-owned Informed Public GLOBAL IRELAND TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. IRELAND ENTERPRISE TYPE 33% 36% 76% State-owned Big Business Family-owned
  13. 13. PG 13 TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED Company’s Country of Origin Type of Market Percent in Market Who Trust the Company DEVELOPING Country Multinational Doing Business… … in a Developing Country 57% … in a Developed Country 22% DEVELOPED Country Multinational Doing Business… … in a Developing Country 77% … in a Developed Country 58% Informed Public
  14. 14. PG 14 CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN IRELAND LEADERSHIP 68% 56% 56% 53% 54% 49% 29% 36% 78% 62% 57% 54% 53% 52% 34% 33% Academic or Industry Expert Company Technical Expert A Person Like Yourself Regular Employee NGO Representative Financial or Industry Analyst CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
  15. 15. PG 15 WHO IS TRUSTED?
  16. 16. PG 16 Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries 50% TRUST IN MEDIA, 2014 VS. 2015 TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA 2014 2015 Informed Public % Trust 53 78 70 71 60 45 48 40 40 35 42 30 19 79 70 61 63 55 58 59 54 48 63 54 41 44 37 40 51 80 79 76 62 51 50 48 47 44 43 42 20 77 59 57 56 52 47 46 45 43 41 40 38 34 34 31
  17. 17. PG 17 TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN IRELAND MEDIA SOURCES TRADITIONAL MEDIA MOST TRUSTED Informed Public 74% 64% 61% 56% 45% 37% 37% 39% 30% 19% 26% 25% 53% 43% 50% 52% 26% 22% 24% 27% 2012 2013 2014 2015 Online Search Engines Traditional Media Hybrid Media Social Media Owned Media
  18. 18. PG 18 TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN IRELAND MEDIA SOURCES NEWSPAPERS NOW USED FIRST AND FOREMOST Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News 30% 25% 37% 16% 16% 12% 22% 19% 23% 2013 2014 2015 22% 25% 37%33% 25% 16% 19% 21% 18% 2013 2014 2015 25% 23% 33% 25% 28% 21% 27% 28% 27% 2013 2014 2015
  19. 19. TRUST AND INNOVATION IN BUSINESS
  20. 20. PG 20 THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN IRELAND TODAY IS … TRUST IN BUSINESS INNOVATION 44% Too Fast29% Too Slow Informed Public 22% Just Right
  21. 21. PG 21 24% 30% 35% 54% 66% 70% Make the World a Better Place Improve People's Lives Personal Ambition Greed/Money Business Growth Targets Technology DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE: INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY Informed Public
  22. 22. European Ombudsman Edelman Trust Barometer Launch 25 February 2015 For Further Information Visit www.edelman.ie

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