In this latest piece of work Ipsos MORI focus in on trust in scientific information from different sources, and how the major pharmaceutical companies compare with the NHS.

1. © Ipsos 1
BEN PAGE
A CRISIS OF TRUST?
CHIEF EXECUTIVE, IPSOS MORI

2. 2© Ipsos
CRISIS OF THE ELITES?
My government does not prioritise the interests of people like me 71%
Economy rigged for advantage of the rich and powerful 76%
Feel like a stranger in my country 46%
Don’t identify with what my country has become 59%
Experts don’t understand my life 69%
Wish we had a strong leader not current elected government 58%

3. 3© Ipsos
CRISIS OF THE ELITES? – TRUST IN ...
International institutions 38%
Banks 36%
Justice system 36%
Big companies 32%
The government 24%
Political parties 16%
The media 7%

4. © Ipsos 4
Level of trust in
organisations to
treat you fairly
BUT TRUST IS
MULTIFACETED
29%
36%
39%
40%
47%
47%
48%
48%
49%
51%
52%
57%
59%
69%
51%
55%
49%
46%
44%
39%
41%
39%
43%
38%
34%
30%
30%
24%
Foreign governments
Your national government
Insurance companies
Credit card companies
Telecommunications companies
Social media sites
Broadband and cable service suppliers
Pharmaceutical companies
Banks
Public sector healthcare providers
Private sector healthcare providers
Shipping/delivery companies
Retailers selling goods and services
Supermarkets
Trusted Not trusted
Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 - see www.ipsosglobaltrends.com

5. © Ipsos 5
Trust that personal
information is
used correctly
BUT TRUST IS
MULTIFACETED
22%
31%
34%
35%
36%
37%
37%
38%
38%
39%
42%
44%
46%
47%
57%
55%
51%
50%
49%
48%
46%
46%
47%
43%
41%
41%
39%
41%
Foreign governments
Social media sites
Your national government
Telecommunications companies
Insurance companies
Broadband and cable service suppliers
Pharmaceutical companies
Retailers selling goods and services
Credit card companies
Shipping/delivery companies
Private sector healthcare providers
Supermarkets
Public sector healthcare providers
Banks
Trusted Not trusted
Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 - see www.ipsosglobaltrends.com

6. © Ipsos 6
Personal
experience of
products / services
versus promises
in advertising
BUT TRUST IS
MULTIFACETED
31%
30%
27%
25%
25%
22%
18%
17%
17%
14%
14%
13%
13%
12%
11%
13%
14%
11%
15%
12%
14%
14%
15%
18%
Telecommunications companies
Broadband and cable service suppliers
Insurance companies
Public sector healthcare providers
Banks
Credit card companies
Shipping/delivery companies
Pharmaceutical companies
Private sector healthcare providers
Retailers selling goods and services
Social media sites
Supermarkets
Better Worse
Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 - see www.ipsosglobaltrends.com

7. 7Veracity Index 2016 | December 2016 | Version 1 |
A real crisis in trust?
– no change overall
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
Nurses* Doctor Teacher Judges Scientists
Clergy/Priests The police TV news reader Ordinary Man/Woman in the street Civil Servants
Pollsters Economists* Trade Union Officials Local Councillors Business Leaders
Managers in Local Gov Journalists Government Ministers Politicians Generally Managers in the NHS
Lawyers Hairdressers Builders Charity Chief Executives Estate agents
% trust to tell the truth:
*: This profession listed for the first time in 2016
Base: c. 1,000 British adults aged 15+ per year

8. 8Veracity Index 2016 | December 2016 | Version 1 |
Rising trust in scientists over last 20 years
85
69
57
65
25
56
18
43
63
80
33
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
Clergy/Priests (-16 ppt) Ordinary Man/Woman in the street (+8 ppt) Civil Servants (+31 ppt)
Trade Union Officials (+25 ppt) Scientists (+17 ppt) Business leaders (+8 ppt)
Base: c. 1,000 British adults aged 15+ per year

9. 9Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
How well informed
Base: 1109 (adults aged 16-75 in the UK); dates: 16/8/17 - 17/8/17
49%
42%
54%
58%
59%
36%
56%
56%
47%
49%
47%
55%
51%
DE
C2
C1
AB
Degree
No qualifications
Pre-war
Baby Boomer
Gen X
Gen Y
Female
Male
Overall
do you feel, if at all,
about scientific research
and developments
related to your health?
% very/fairly well informed

10. 10Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
Who is and isn’t trusted on medical science…..
Base: 1109 (adults aged 16-75 in the UK); dates: 16/8/17 - 17/8/17
-8%
9%
32%
68%
71%
Scientific reports in newspapers
Scientific reports from pharmaceutical and biotech
companies
Scientific reports from independent health care providers
Scientific reports from academic institutions
Scientific reports from the NHS
% net trust (trust minus distrust)

11. 11Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
What drives trust in scientific reports?
Base: 1109 (adults aged 16-75 in the UK); dates: 16/8/17 - 17/8/17
3%
7%
7%
26%
29%
34%
What I hear about the report on social media
What my friends/family say about it
What I hear about the report in the media
What NHS staff say about it
The subject matter of the report
The organisation which published which published the
report
% mentioning

12. 12Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
What would make you trust a scientific report?
-26%
-17%
-5%
-3%
34%
49%
70%
76%
Written by person/organisation you you haven't
heard of before
Has been shared a lot on social media
Written on a topic you don’t know much about
Has been shared on social media by people you trust
Is reported by a wide range of media organisations
Is reported by a reputable media organisation
Written on a topic I know a lot about
Written by person/organisation you trust
Base: 1109 (adults aged 16-75 in the UK); dates: 16/8/17 - 17/8/17

13. 13Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
Thank you.
Ben Page
Email: ben.page@ipsos.com
Twitter: @benatipsosmori