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The great value of more Community Trust - How trust impacts community behaviour and engagement

A 2013 study by mext revealed low levels of trust among Australians in their local communities, with only 50% trusting their community and 14% actively distrusting it. The study highlights six components of trust that significantly impact community engagement and support, showing that higher trust correlates with increased volunteerism, local investment, and civic participation. The findings suggest that improving trust is essential for community cohesion and overall societal strength.

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Analysing the drivers and inhibitors of trust in the community and councils using HuTrust®.! ! March 2013! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed  without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.       All  images  copyright  Istock  and  used  under  license  by  ifm  &  mext   Australians don’t trust their local communities. Community Foundation on the Edge.
Only half of residents surveyed say they trust their local community, 14% actively distrust their community and only 15% strongly trust their community.! 0%   5%   10%   15%   20%   25%   30%   35%   40%   Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
mext helps clients build greater customer value through brand development, customer experience, innovation and engagement planning.! ! Knowing that trust is most valuable to customers, we specialise in building trust in client’s organisations, brands, people and products.! ! With strong international experience, rigorous processes and world best tools we work with many of the foremost organisations to significantly improve their performance.! 5 17 32 www.hutrust.com www.mextconsulting.com melissa.wraith@mextconsulting.com stefan.grafe@mextconsulting.com + 61 3 9428 5417 Melbourne inner east vs outer east comparison! HuTrust® Profile – what residents (don’t) trust for! The importance & levels of trust in the community! What drives trust! 29 part of the Asia Pacific mext/duxton group Content
HuTrust (Human Trust) is the correct understanding of what constitutes trust. HuTrust® identifies and examines the 6 components of trust. HuTrust® is proven to explain at least 75% of trust (statistically 65% is considered very high). Mext and its partners can help you qualitatively analyse your trust weaknesses and strengths and define actions to improve. HuTrust® in quantitative surveys is a system of 6 statements that can be inserted into any survey to provide a sound analysis and tracking for your specific community. Psychologically correct, statistically and practically proven, HuTrust® is the only scientifically robust methodology to understand, build and manage trust that is used the world over. OK? So what. How do you even measure trust?! Trust is a critical driver of engagement and customer value. Satisfaction and advocacy scores can be analysed using HuTrust®. If you want people to : buy more, try more, pay more then harnessing trust is the key. part of the Asia Pacific mext/duxton group
Community trust is considered the bedrock of our society and a vital indicator of community strength.! ! Much is talked about the importance of community engagement and many activities at local, state and corporate level aim to improve community cohesion.! ! With so much focus and investment, where do we stand then? Is all the talk about our great communities true? Is the investment working?! ! We wanted to find out.! In November 2012 mext surveyed 1346 adults across Australia. The survey was conducted online through Australia Online Research. The statistical error margin is 2.7%.! ! We bolstered the quantitative survey with 15 in person interviews to provide more richness of insight.! ! We wanted to find out ! -  How Australians think about and behave in their local communities! -  How this is different depending on their trust in their community! -  If they trust their community and what (not) for! The methodology to analyse trust is HuTrust®.! part of the Asia Pacific mext/duxton group Community & Trust – study background.
Why bother? The importance of trust in the local community ! Trust is clearly the key driver of community engagement, care and safety.! We looked at 4 critical community engagement areas:! 1)  Neighbour relations - How we engage with neighbours ! 2)  Community support & safety – willingness to volunteer and report offences! 3)  Community prosperity – keeping local dollars local and willingness to recommend living in my area! 4)  Political support – voting and council support! For each item we compared the average against the answers of those that have low trust in the community vs those that highly trust! part of the Asia Pacific mext/duxton group
I know my neighbours! On average only 1/3 strongly agree they know their neighbours.! But if people highly trust their community, this almost doubles to 60%.! ! 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0 1 2 3 4 5 6 7 8 9 10 Highly  trust  their  community Trust  their  community Average  all  respondents Level  of  Agreement   part of the Asia Pacific mext/duxton group
I help my neighbours On average only just over 1 in 4 strongly agree that they help neighbours.! With people who highly trust their community this doubles to over half. ! 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
I would report offences to the authorities! Of all respondents just 52% agree strongly that they would report offences. But 77% of those that have high trust in their community strongly agree. ! This is a key indicator for actively caring for the community and speaking up.! 0%   10%   20%   30%   40%   50%   60%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
I volunteer in my community! Volunteering is a very important aspect of community life and critical for functioning. ! But on average 21% disagree strongly that they volunteer and only 1 in 4 agree strongly that they do.! ! However, among those that highly trust their community only 12% disagree strongly but half agree strongly that they volunteer in their community! 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
0%   10%   20%   30%   40%   50%   60%   70%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I prefer shopping locally! Keeping money in the local community and shops is a key aim of councils.! ! But on average only 60% strongly prefer to shop locally, while with high trusters this shoots up to 81%.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
0%   10%   20%   30%   40%   50%   60%   70%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I would recommend living in my local area! On average 38% would recommend living in their community.! 46% of those that have low trust would do so BUT if people have high their community this rises to 73% - almost double the average.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   If I was planning to invest in property I would invest in property locally.! Another important economic indicator is the local property investment. On average 1 in 3 agrees strongly that they would invest in property locally. ! But with high trusters this rises to 6 in 10. ! Level  of  Agreement   part of the Asia Pacific mext/duxton group
If I was planning to invest in business, I would invest in business locally.! Propensity to invest in local business is another important indicator for monetary retention.! ! On average 27% agree strongly they would invest in business locally. With high trusters the propensity rises by 200% to 54%! 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I vote in elections.! Mandatory voting may explain that 75% agree strongly they will vote in elections. But with those that highly trust their community this still rises to 89%.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
0%   5%   10%   15%   20%   25%   30%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I generally support local council direction/decisions.! Out of 1346 answers, no one gave a 10/10. Although most will vote, few seem to see themselves represented. ! Only 1 /10 strongly agree they support council decision in general.! ! Conversely, almost ½ clearly disagree in general with council decisions. Scores of 9 - rise to 24% compared to the average of 10%.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
Know  my  neighbours     In summary: The more residents trust their local community, the more they do to make it more successful.! !If I trust my community I ...! Help  my  neighbours     Report  offences     Volunteer     Prefer  shopping     locally   Recommend  living    here   Would  prefer  to  invest   in  property  here   Would  prefer  to  invest   in  business  here   Vote  in  elec>ons     Support  council   decisions   72% 66% 88% 53% 89% 88% 69% 60% 88% 46% part of the Asia Pacific mext/duxton group
Considering the somewhat low trust results, what do(n’t) we trust our community for? HuTrust Analysis This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed  without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.       All  images  copyright  Istock  and  used  under  license  by  ifm  &  mext   part of the Asia Pacific mext/duxton group
HuTrust® dimensionalises trust into its 6 facets. ! ! §  Psychologically correct! §  Statistically proven! §  Practically proven with many leading organisations from Australia to Qatar.! www.hutrust.com ! ! HuTrust®  is  trademark  of  ifm  in  depth  research  and  strategies  and  Stefan  Grafe.  The  HuTrust®  Model,  its  facets,  descriptors  and  statements  are  copyright  ifm  in  depth  research  and  strategies  and  may  not  be  used,  reproduced  or  stored  in  any  medium  unless  expressly  permiCed  by  ifm.    HuTrust®  is  applied  in   Brand  trust  development,  Customer  experience  &  value  proposi,on  development,  Sales  and  Business  Development  Performance  &  Training,  Employer  branding  &  Employee  engagement,    Manager  Coaching  &  Leadership  training,  transforma,on  and  change  management  and  corporate  affairs  &  PR.  All  images   copyright  Istockphotos  and  used  under  license  by  ifm  &  mext.   Whenever customers interact with you or think of you, they assess you against the 6 drivers of trust.! To understand what trust or the lack thereof is made of, we use HuTrust. ! HuTrust (for human trust) displays the 6 facets that make up trust.! This enable to understand what residents (don’t) trust for and therefore to act.! part of the Asia Pacific mext/duxton group
Base: all respondents, n = 1346 As we saw… Only half of residents surveyed say they trust their local community, 14% actively distrust their community and only 15% strongly trust their community. Distrust   No  trust   Low  trust   High  trust   This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
6.3 6.2 6.3 6.0 5.6 5.8 6.0 4   5   6   7   8   Trust Stability Developme Relationshi Benefit Vision Competenc Average Score ‘Trust my Local Community’ HuTrust® Profile Base: all respondents, n = 1346 Residents score each of the HuTrust Facets well below the trust threshold of 7. Trust in a benefit and trust in an appealing vision/direction is very low, closer to active distrust. This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group Hutrust® Profiles
Base: all respondents, n = 1346 I trust my Local Community for its stable foundation. Half don’t trust in their community’s stability. For having built a strong foundation, distrust is as high as high trust. The high proportion of 5 scores, non trust, throughout is notable. Stability  trust   This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
Example: ‘I’ve been living here for 30 years. At the start everyone knew each other and looked after each other. But that was then. Now I feel we have lost much of that.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     I trust my Local Community to develop well in the future. Over half don’t trust their community to develop well in the future. Development  trust   Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
Example: ‘Can’t get into childcare, more and more shops are closing and less and less houses are well presented. I don’t think it is going get better, probably worse.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
Base: all respondents, n = 1346 Only 43% trust that their community can relate well to people like themselves. 1 in 6 distrust for that. I trust that my community can relate well to people like me. Rela>onship  trust   This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
Example: ‘Everyone seems so busy and occupied with themselves. I hardly see any of my neighbours.’! ! ‘Whenever I call council about something no one properly knows and no one does anything at the end.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
Benefit  trust   1 in 4 actively distrust their community to be of benefit to them. Only 41% trust their community to be valuable in their daily lives. I trust my community to be valuable in my daily life. Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
Example: ‘I feel I just live here. I don’t think I get anything from my local area or council – except for bills’.! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
I trust my community for an appealing vision. 61% don’t trust in their community’s vision. 1 in 6 actively distrust the vision. More than the number that highly trust the vision. An equal number strongly trust and distrust their community for having the right competencies. Overall 60% don’t trust their local community for their competence. Vision  trust   Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
Example: ‘They sometimes send those surveys around. But the surveys are meaningless and, whatever I answer, they seem to be doing the opposite.’! ! ‘They have this stupid slogan that doesn’t say anything. I wouldn’t have a clue what their vision is. The councillors are no better. Even when you read about them, it is just drizzle to get elected.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
I trust my community to have what it takes. 61% don’t trust in their community’s vision. 1 in 6 actively distrust the vision. More than the number that highly trust the vision. An equal number strongly trust and distrust their community for having the right competencies. Overall 60% don’t trust their local community for their competence. Competence   Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
Example: ‘The planners don’t seem to have clue. They approve the most ridiculous developments and hold up the sensible ones. And in the few cases where they do the right thing, they get smashed by VCAT or the planning minister.’! part of the Asia Pacific mext/duxton group
Trust is the key driver for resident’s attitudes and behaviours that make our communities strong and successful. There are as many residents that trust their community as there are residents that don’t and distrust their community. This is hardly a good result considering that the Big 4 banks are trusted by a good majority of their customers. It appears that councils, community organisations and parties are not able to garner their resident’s trust and thus miss out on many opportunities. Practically this means •  much time & money wasted dealing with objections, •  higher spending due to lack of willingness to volunteer and help their community •  Less help from residents in reporting offences and rectify issues •  Loss of local investment and local spending, depleting the local community of funds Comparison of trust in CBA vs respondent’s trust in their local community What does this mean?! ! Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
Understanding what residents want to trust for most.
 
 To help clients understand what to focus on most, we apply a special regression methodology.
 It tells us which HuTrust Facets contribute strongest to trusting at this point in time.
 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
My Local Community’ HuTrust Drivers! Trust would be most strongly affected if residents could trust their community for having built a strong foundation and to develop well in the future.
 While these are the strongest facets at 6.3 and 6.2 average, they score well below the trust threshold. Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
Different age groups need to be engaged differently! When looking at what drives trust in the different age groups, young adults place most importance in being able to trust their community to develop well in the future. Trust in an appealing vision and stability are equal second. Councils should also note that with the 25-34 year olds – the first time property buyers – relationship trust is the second most important trust driver. Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
An example of regional differences:
 Inner vs. outer east Melbourne part of the Asia Pacific mext/duxton group
My Local Community’ HuTrust Profiles
 
 In Melbourne’s outer eastern suburbs trust scores overall seem to be slightly higher, but still stay well below the trust threshold of 7.
 In the inner suburbs trust in a benefit is very low, trending towards distrust.
 In the outer suburbs trust in an appealing vision borders active distrust. 
 Base: inner east Melbourne (n=59), outer east Melbourne (n=54) This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
Duxton  Consul>ng  Singapore   Email:  laurenz.koehler@duxton   consul,ng.com   Address:    26  Duxton  Rd.   Singapore  089490   Phone:  +65  6323  3340   Chris>na  Eisenschmid   Email:   chris,na.eisenschmid@psyma.com   Address:  Nymphenburger  Str.  14   80335  Munich   Phone+49  (0)  89  20209610   Concerto  Marke>ng   Suite  250  –  128  Has,ngs  St.  West   Vancouver,  BC  V6B  1G8   t:  604-­‐684-­‐8933   f:  604-­‐684-­‐8934   Who  Group  Australia   M.Dudley     Email:  md@whogroup.com   Level  2,  1  Southbank  Blvd   Southbank  VIC  3006   03  8636  4000   Tred  Interna>onal   Adam  Thorp,  Director   Mobile:  0417  584  599     Phone:  02  9300  6439   www.tredinterna,onal.com   Email:  info@tredinterna,onal.com   Global    contact:   mext  Consul>ng  Australia     Stefan  Grafe,  Managing  Partner  &  HuTrust®  Developer   Stefan.grafe@mextconsul,ng.com     165  Cremorne  Street     Richmond  VIC  3122   +61  3  94285417   For further information and HuTrust® usage, please contact:

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The great value of more Community Trust - How trust impacts community behaviour and engagement

  • 1.
    Analysing the driversand inhibitors of trust in the community and councils using HuTrust®.! ! March 2013! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed  without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.       All  images  copyright  Istock  and  used  under  license  by  ifm  &  mext   Australians don’t trust their local communities. Community Foundation on the Edge.
  • 2.
    Only half ofresidents surveyed say they trust their local community, 14% actively distrust their community and only 15% strongly trust their community.! 0%   5%   10%   15%   20%   25%   30%   35%   40%   Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 3.
    mext helps clientsbuild greater customer value through brand development, customer experience, innovation and engagement planning.! ! Knowing that trust is most valuable to customers, we specialise in building trust in client’s organisations, brands, people and products.! ! With strong international experience, rigorous processes and world best tools we work with many of the foremost organisations to significantly improve their performance.! 5 17 32 www.hutrust.com www.mextconsulting.com melissa.wraith@mextconsulting.com stefan.grafe@mextconsulting.com + 61 3 9428 5417 Melbourne inner east vs outer east comparison! HuTrust® Profile – what residents (don’t) trust for! The importance & levels of trust in the community! What drives trust! 29 part of the Asia Pacific mext/duxton group Content
  • 4.
    HuTrust (Human Trust)is the correct understanding of what constitutes trust. HuTrust® identifies and examines the 6 components of trust. HuTrust® is proven to explain at least 75% of trust (statistically 65% is considered very high). Mext and its partners can help you qualitatively analyse your trust weaknesses and strengths and define actions to improve. HuTrust® in quantitative surveys is a system of 6 statements that can be inserted into any survey to provide a sound analysis and tracking for your specific community. Psychologically correct, statistically and practically proven, HuTrust® is the only scientifically robust methodology to understand, build and manage trust that is used the world over. OK? So what. How do you even measure trust?! Trust is a critical driver of engagement and customer value. Satisfaction and advocacy scores can be analysed using HuTrust®. If you want people to : buy more, try more, pay more then harnessing trust is the key. part of the Asia Pacific mext/duxton group
  • 5.
    Community trust isconsidered the bedrock of our society and a vital indicator of community strength.! ! Much is talked about the importance of community engagement and many activities at local, state and corporate level aim to improve community cohesion.! ! With so much focus and investment, where do we stand then? Is all the talk about our great communities true? Is the investment working?! ! We wanted to find out.! In November 2012 mext surveyed 1346 adults across Australia. The survey was conducted online through Australia Online Research. The statistical error margin is 2.7%.! ! We bolstered the quantitative survey with 15 in person interviews to provide more richness of insight.! ! We wanted to find out ! -  How Australians think about and behave in their local communities! -  How this is different depending on their trust in their community! -  If they trust their community and what (not) for! The methodology to analyse trust is HuTrust®.! part of the Asia Pacific mext/duxton group Community & Trust – study background.
  • 6.
    Why bother? The importanceof trust in the local community ! Trust is clearly the key driver of community engagement, care and safety.! We looked at 4 critical community engagement areas:! 1)  Neighbour relations - How we engage with neighbours ! 2)  Community support & safety – willingness to volunteer and report offences! 3)  Community prosperity – keeping local dollars local and willingness to recommend living in my area! 4)  Political support – voting and council support! For each item we compared the average against the answers of those that have low trust in the community vs those that highly trust! part of the Asia Pacific mext/duxton group
  • 7.
    I know myneighbours! On average only 1/3 strongly agree they know their neighbours.! But if people highly trust their community, this almost doubles to 60%.! ! 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0 1 2 3 4 5 6 7 8 9 10 Highly  trust  their  community Trust  their  community Average  all  respondents Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 8.
    I help myneighbours On average only just over 1 in 4 strongly agree that they help neighbours.! With people who highly trust their community this doubles to over half. ! 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 9.
    I would reportoffences to the authorities! Of all respondents just 52% agree strongly that they would report offences. But 77% of those that have high trust in their community strongly agree. ! This is a key indicator for actively caring for the community and speaking up.! 0%   10%   20%   30%   40%   50%   60%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 10.
    I volunteer inmy community! Volunteering is a very important aspect of community life and critical for functioning. ! But on average 21% disagree strongly that they volunteer and only 1 in 4 agree strongly that they do.! ! However, among those that highly trust their community only 12% disagree strongly but half agree strongly that they volunteer in their community! 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 11.
    0%   10%   20%   30%   40%   50%   60%   70%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I prefer shopping locally! Keeping money in the local community and shops is a key aim of councils.! ! But on average only 60% strongly prefer to shop locally, while with high trusters this shoots up to 81%.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 12.
    0%   10%   20%   30%   40%   50%   60%   70%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I would recommend living in my local area! On average 38% would recommend living in their community.! 46% of those that have low trust would do so BUT if people have high their community this rises to 73% - almost double the average.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 13.
    0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   If I was planning to invest in property I would invest in property locally.! Another important economic indicator is the local property investment. On average 1 in 3 agrees strongly that they would invest in property locally. ! But with high trusters this rises to 6 in 10. ! Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 14.
    If I wasplanning to invest in business, I would invest in business locally.! Propensity to invest in local business is another important indicator for monetary retention.! ! On average 27% agree strongly they would invest in business locally. With high trusters the propensity rises by 200% to 54%! 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 15.
    0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I vote in elections.! Mandatory voting may explain that 75% agree strongly they will vote in elections. But with those that highly trust their community this still rises to 89%.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 16.
    0%   5%   10%   15%   20%   25%   30%   0   1   2   3   4   5   6   7   8   9   10   Highly  trust  their  community   Trust  their  community   Average  all  respondents   I generally support local council direction/decisions.! Out of 1346 answers, no one gave a 10/10. Although most will vote, few seem to see themselves represented. ! Only 1 /10 strongly agree they support council decision in general.! ! Conversely, almost ½ clearly disagree in general with council decisions. Scores of 9 - rise to 24% compared to the average of 10%.! Level  of  Agreement   part of the Asia Pacific mext/duxton group
  • 17.
    Know  my  neighbours     In summary: The more residents trust their local community, the more they do to make it more successful.! !If I trust my community I ...! Help  my  neighbours     Report  offences     Volunteer     Prefer  shopping     locally   Recommend  living    here   Would  prefer  to  invest   in  property  here   Would  prefer  to  invest   in  business  here   Vote  in  elec>ons     Support  council   decisions   72% 66% 88% 53% 89% 88% 69% 60% 88% 46% part of the Asia Pacific mext/duxton group
  • 18.
    Considering the somewhat lowtrust results, what do(n’t) we trust our community for? HuTrust Analysis This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed  without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.       All  images  copyright  Istock  and  used  under  license  by  ifm  &  mext   part of the Asia Pacific mext/duxton group
  • 19.
    HuTrust® dimensionalises trustinto its 6 facets. ! ! §  Psychologically correct! §  Statistically proven! §  Practically proven with many leading organisations from Australia to Qatar.! www.hutrust.com ! ! HuTrust®  is  trademark  of  ifm  in  depth  research  and  strategies  and  Stefan  Grafe.  The  HuTrust®  Model,  its  facets,  descriptors  and  statements  are  copyright  ifm  in  depth  research  and  strategies  and  may  not  be  used,  reproduced  or  stored  in  any  medium  unless  expressly  permiCed  by  ifm.    HuTrust®  is  applied  in   Brand  trust  development,  Customer  experience  &  value  proposi,on  development,  Sales  and  Business  Development  Performance  &  Training,  Employer  branding  &  Employee  engagement,    Manager  Coaching  &  Leadership  training,  transforma,on  and  change  management  and  corporate  affairs  &  PR.  All  images   copyright  Istockphotos  and  used  under  license  by  ifm  &  mext.   Whenever customers interact with you or think of you, they assess you against the 6 drivers of trust.! To understand what trust or the lack thereof is made of, we use HuTrust. ! HuTrust (for human trust) displays the 6 facets that make up trust.! This enable to understand what residents (don’t) trust for and therefore to act.! part of the Asia Pacific mext/duxton group
  • 20.
    Base: all respondents,n = 1346 As we saw… Only half of residents surveyed say they trust their local community, 14% actively distrust their community and only 15% strongly trust their community. Distrust   No  trust   Low  trust   High  trust   This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 21.
    6.3 6.2 6.3 6.0 5.6 5.8 6.0 4   5   6   7   8   Trust Stability Developme Relationshi Benefit Vision Competenc Average Score ‘Trust my Local Community’ HuTrust® Profile Base: all respondents, n = 1346 Residents score each of the HuTrust Facets well below the trust threshold of 7. Trust in a benefit and trust in an appealing vision/direction is very low, closer to active distrust. This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group Hutrust® Profiles
  • 22.
    Base: all respondents,n = 1346 I trust my Local Community for its stable foundation. Half don’t trust in their community’s stability. For having built a strong foundation, distrust is as high as high trust. The high proportion of 5 scores, non trust, throughout is notable. Stability  trust   This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 23.
    Example: ‘I’ve been livinghere for 30 years. At the start everyone knew each other and looked after each other. But that was then. Now I feel we have lost much of that.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 24.
    Base: all respondents,n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     I trust my Local Community to develop well in the future. Over half don’t trust their community to develop well in the future. Development  trust   Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 25.
    Example: ‘Can’t get intochildcare, more and more shops are closing and less and less houses are well presented. I don’t think it is going get better, probably worse.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 26.
    Base: all respondents,n = 1346 Only 43% trust that their community can relate well to people like themselves. 1 in 6 distrust for that. I trust that my community can relate well to people like me. Rela>onship  trust   This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 27.
    Example: ‘Everyone seems sobusy and occupied with themselves. I hardly see any of my neighbours.’! ! ‘Whenever I call council about something no one properly knows and no one does anything at the end.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 28.
    Benefit  trust   1in 4 actively distrust their community to be of benefit to them. Only 41% trust their community to be valuable in their daily lives. I trust my community to be valuable in my daily life. Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 29.
    Example: ‘I feel Ijust live here. I don’t think I get anything from my local area or council – except for bills’.! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 30.
    I trust mycommunity for an appealing vision. 61% don’t trust in their community’s vision. 1 in 6 actively distrust the vision. More than the number that highly trust the vision. An equal number strongly trust and distrust their community for having the right competencies. Overall 60% don’t trust their local community for their competence. Vision  trust   Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 31.
    Example: ‘They sometimes sendthose surveys around. But the surveys are meaningless and, whatever I answer, they seem to be doing the opposite.’! ! ‘They have this stupid slogan that doesn’t say anything. I wouldn’t have a clue what their vision is. The councillors are no better. Even when you read about them, it is just drizzle to get elected.’! This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 32.
    I trust mycommunity to have what it takes. 61% don’t trust in their community’s vision. 1 in 6 actively distrust the vision. More than the number that highly trust the vision. An equal number strongly trust and distrust their community for having the right competencies. Overall 60% don’t trust their local community for their competence. Competence   Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     Distrust   No  trust   Low  trust   High  trust   part of the Asia Pacific mext/duxton group
  • 33.
    Example: ‘The planners don’tseem to have clue. They approve the most ridiculous developments and hold up the sensible ones. And in the few cases where they do the right thing, they get smashed by VCAT or the planning minister.’! part of the Asia Pacific mext/duxton group
  • 34.
    Trust is thekey driver for resident’s attitudes and behaviours that make our communities strong and successful. There are as many residents that trust their community as there are residents that don’t and distrust their community. This is hardly a good result considering that the Big 4 banks are trusted by a good majority of their customers. It appears that councils, community organisations and parties are not able to garner their resident’s trust and thus miss out on many opportunities. Practically this means •  much time & money wasted dealing with objections, •  higher spending due to lack of willingness to volunteer and help their community •  Less help from residents in reporting offences and rectify issues •  Loss of local investment and local spending, depleting the local community of funds Comparison of trust in CBA vs respondent’s trust in their local community What does this mean?! ! Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 35.
    Understanding what residentswant to trust for most.
 
 To help clients understand what to focus on most, we apply a special regression methodology.
 It tells us which HuTrust Facets contribute strongest to trusting at this point in time.
 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 36.
    My Local Community’HuTrust Drivers! Trust would be most strongly affected if residents could trust their community for having built a strong foundation and to develop well in the future.
 While these are the strongest facets at 6.3 and 6.2 average, they score well below the trust threshold. Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 37.
    Different age groupsneed to be engaged differently! When looking at what drives trust in the different age groups, young adults place most importance in being able to trust their community to develop well in the future. Trust in an appealing vision and stability are equal second. Councils should also note that with the 25-34 year olds – the first time property buyers – relationship trust is the second most important trust driver. Base: all respondents, n = 1346 This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 38.
    An example ofregional differences:
 Inner vs. outer east Melbourne part of the Asia Pacific mext/duxton group
  • 39.
    My Local Community’HuTrust Profiles
 
 In Melbourne’s outer eastern suburbs trust scores overall seem to be slightly higher, but still stay well below the trust threshold of 7.
 In the inner suburbs trust in a benefit is very low, trending towards distrust.
 In the outer suburbs trust in an appealing vision borders active distrust. 
 Base: inner east Melbourne (n=59), outer east Melbourne (n=54) This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed   without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.     part of the Asia Pacific mext/duxton group
  • 40.
    Duxton  Consul>ng  Singapore   Email:  laurenz.koehler@duxton   consul,ng.com   Address:    26  Duxton  Rd.   Singapore  089490   Phone:  +65  6323  3340   Chris>na  Eisenschmid   Email:   chris,na.eisenschmid@psyma.com   Address:  Nymphenburger  Str.  14   80335  Munich   Phone+49  (0)  89  20209610   Concerto  Marke>ng   Suite  250  –  128  Has,ngs  St.  West   Vancouver,  BC  V6B  1G8   t:  604-­‐684-­‐8933   f:  604-­‐684-­‐8934   Who  Group  Australia   M.Dudley     Email:  md@whogroup.com   Level  2,  1  Southbank  Blvd   Southbank  VIC  3006   03  8636  4000   Tred  Interna>onal   Adam  Thorp,  Director   Mobile:  0417  584  599     Phone:  02  9300  6439   www.tredinterna,onal.com   Email:  info@tredinterna,onal.com   Global    contact:   mext  Consul>ng  Australia     Stefan  Grafe,  Managing  Partner  &  HuTrust®  Developer   Stefan.grafe@mextconsul,ng.com     165  Cremorne  Street     Richmond  VIC  3122   +61  3  94285417   For further information and HuTrust® usage, please contact: