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2014

EDELMAN TRUST BAROMETER
UK RESULTS
Edelman Trust Barometer 2014 - UK Data
ONE| Trust: the Gender Divide
3
MEN AND WOMEN ARE BOTH GENDER-BLIND WHEN IT COMES TO
TRUST IN A CEO
TRUST IN MEN VS. WOMEN ON A BOARD OF DIRECTORS AND AS A CEO
Total

On a board of directors

Men
78%

Women
80%

77%

What does it say?
8%

11%

6%

Trust men more

14%

10%

Trust women more

As a CEO

10%

Neither / don‟t know
79%

14%

6%

Trust men more
4



17%

12%

9%

76%

80%

Women are trusted to do what
is right more (14%) than men
(12%) on a board of directors.



When asked to chose the
most trusted gender of a
CEO, four in five
respondents (79%) said
they did not prefer one over
the other or that they did
not know. This was the
highest of the four questions.

14%

Trust women more

Neither / don't know

Thinking about a company‟s board of directors, a director of which gender do you trust more to do what is right?; Thinking about a CEO and gender, a CEO of
which gender do you trust more to do what is right? General Publics

JA
N
CEOS CAN BUILD TRUST BY TELLING THE TRUTH REGARDLESS
OF HOW UNPOPULAR IT MAY BE
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY U.K.

84%

83%

82%

80%
64%
53%

, regardless of how complex or unpopular Isis
Communicates clearly and transparently to discuss challenging involved in supporting local charities andMEDIA PRESEN
Engages with employees regularly
it front and center during the state of times (product recalls, HAS AN ACTIVE good causes
Is personally the business
lawsuits, etc.)

JA
N
5

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) General Publics
THE UK GENERAL PUBLIC GIVES A TRUST BONUS OF 7 POINTS
TO COMPANIES WITH A HIGHER PROPORTION OF WOMEN THAN
MEN
TRUST IN COMPANIES WITH A HIGHER PROPORTION OF WOMEN VS. COMPANIES WITH A
HIGHER PROPORTION OF MEN

Total

Male trust

Female trust

39%
32%
22%
17%

18%

14%

A company with a higher proportion of WOMEN
A company with a higher proportion of MEN
JA
N
6

Thinking of the gender balance in different companies, please indicate how much you would trust a company to do what is right if they have a higher proportion of
women than men or a higher proportion of men than women in the company. General Publics
Edelman Trust Barometer 2014 - UK Data
WHILE TRUST IN BUSINESS REMAINS CONSTANT, BOTH MEDIA
AND GOVERNMENT SEE DECREASES IN TRUST IN 2014
U.K. TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND
NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL

67%

61%

56%

56%

NGOS

19%

#1

2013

2014

GOVERNMENT

2013

17%

#2

2013

12%

2014

13%

2013

BUSINESS

41%

42%

#3

10%

2014

47%

47%
13%

23%

#4

11%

MEDIA

2014

OC
T
8

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
NGOS CONTINUE ON STRONG UPWARD TRUST TREND; MEDIA
AND GOVERNMENT DROP TOWARDS 2012 LEVELS
U.K. TRUST IN THE FOUR INSTITUTIONS SINCE 2008

80%

NGOs

Media

Business

Government

67%

70%

61%
60%

54%
50%

53%

51%

54%

49%
46%

44%
43%

40%

40%

30%

38%

30%

2010

47%
42%
41%

38%
38%
37%

31%

2009

56%

51%
47%

48%

36%
35%

56%

22%

20%

2008

2011

2012

2013

2014

OC
T
9

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
HALF REPORT TRUSTING GOVERNMENT LESS THAN THEY DID IN
2013
REPORTED CHANGE IN TRUST IN GOVERNMENT OVER THE LAST YEAR

TRUST INCREASED A LOT
TRUST INCREASED

9%

2%

TRUST DECREASED A LOT

19%

50%
REPORT
TRUSTING
GOVERNMENT
LESS

39%
STAYED THE SAME
31%

TRUST DECREASED

JA
N
10

Thinking about everything you have read, seen or heard about each institution in the last year, please indicate how much your trust in each institution has
changed over the past year. [GOVERNMENT] (excl. don‟t knows) General Publics
AMONG THOSE WHO REPORTED TRUSTING GOVERNMENT
LESS, THE MAIN REASON WAS POOR PERFORMANCE AND
INCOMPETENCE
REASONS FOR TRUSTING GOVERNMENT LESS

39%

22%

20%
10%

8%

g incentives driving policies (such as officials focusing on advancing Transparency issuesof regulation or control
Poor performance/ incompetence
Corruption or fraud
career/ re-election)
Lack

JA
N
11

Which of the following is the main reason why your trust in government decreased over the last year? [BASE: those reporting a decrease in [government/media]
over the last year] (Excl. don‟t knows) General Publics
WHILE THOSE SAYING THEY TRUSTED MEDIA LESS THIS YEAR ASCRIBED
THE DROP TO THE MEDIA BEING CORRUPT AND LACKING IN REGULATION
REASONS FOR TRUSTING GOVERNMENT AND MEDIA LESS

GOVERNMENT
MEDIA
39%

38%

22%
18%

23%

20%
13%

10%

8%

Poor performance/ Wrong incentives
incompetence
driving policies
/editorial decisions

Corruption or
fraud

Transparency
issues

8%

Lack of regulation
or control

JA
N
12

Which of the following is the main reason why your trust in [government/media] decreased over the last year? [BASE: those reporting a decrease in
[government/media] over the last year] (Excl. don‟t knows) General Publics
Edelman Trust Barometer 2014 - UK Data
RESPONDENTS VIEW GOVERNMENT‟S MAIN ROLE BEING TO
FOCUS ON PROTECTING CONSUMERS FROM IRRESPONSIBLE
BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - U.K.

37%

25%

15%

14%

5%
2%

3%

OC
T
14
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics
A MAJORITY BELIEVE THERE IS NOT ENOUGH GOVERNMENT
REGULATION OF THE FINANCIAL SERVICES AND ENERGY
INDUSTRIES
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - U.K.

Not Enough

Too Much
73%

64%

43%
38%

17%
4%

2%

5%

Government Regulation Government Regulation Government Regulation Government Regulation
of Business
of Financial Services of the Energy Industry of the Food & Beverage
Industry
Industry

15

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 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

OC
T
HYGIENE FACTORS ASIDE, BEING AN ACTIVE PARTICIPANT IN FINANCIAL
SERVICES AND ENERGY MEANS MAKING STRUCTURAL CHANGES TO THE
INDUSTRY
WHAT DOES BEING AN ACTIVE PARTICIPANT MEAN FOR EACH INDUSTRY?

"The financial services
industry should be a more
active participant in the
broader debate over the
future of the United Kingdom‟s
banking system."
Providing an
improved service…

27%

Making structural
changes to the…

22%

Working with
government
Educating
consumers
Advising
government
Taking part in
debates in the…
Lobbying
government
Don‟t know

16

19%
9%
6%
5%
2%
9%

"The energy industry should
be a more active participant in
the broader debate over the
United Kingdom‟s energy
policy."
Providing an
improved service…

35%

Making structural
changes to the…

21%

Working with
government
Educating
consumers
Taking part in
debates in the…
Advising
government
Lobbying
government
Don‟t know

18%
7%
5%
4%
1%
8%

"The food and beverage
industry should be a more
active participant in the
broader debate in the United
Kingdom over solutions to
food and nutrition policy
Providing an
34%
issues."
improved service…
Educating
consumers

20%

Working with
government

15%

Making structural
changes to the…
Advising
government
Taking part in
debates in the…
Lobbying
government
Don‟t know

What does the financial services industry being an active participant in the broader debate over the future of the United Kingdom‟s banking system most
mean to you?; What does the energy industry being an active participant in the broader debate over the future of the United Kingdom‟s energy policy most
mean to you?; What does the food and beverage industry being an active participant in the broader debate in the United Kingdom over solutions to food and
nutrition policy most mean to you? General Publics

12%
6%
5%
2%
6%

JA
N
Edelman Trust Barometer 2014 - UK Data
THE GENERAL PUBLIC SHOW A CLEAR DESIRE FOR A SINGLEPARTY GOVERNMENT AT THE NEXT GENERAL ELECTIONS
PREFERENCE FOR A SINGLE PARTY OR COALITION GOVERNMENT

15%
DON‟T KNOW

20%
COALITION

65%

SINGLE PARTY
GOVERNMENT
JA
N
18

Thinking about the United Kingdom general election in 2015, please indicate whether you would prefer the resulting government to be a Coalition
government or a Single party government. General Publics
CAMERON AND MILIBAND ARE BOTH EQUALLY TRUSTED BY THE
UK GENERAL PUBLIC, BUT BOTH ARE 10 POINTS OFF BORIS
JOHNSON‟S LEAD
TRUST IN POLITICAL PARTIES VS. THEIR LEADERS

POLITICAL PARTY

PARTY LEADERS

43%

41%
37%
33%

33%

31%
27%

29%
25%

23%

20%

22%

11%

JA
N
19

Please indicate how much you trust the following political parties to do what is right using a nine-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: 6-9] General Publics
IMMIGRATION AND THE COST OF LIVING SEEN AS MOST LIKELY
TO IMPACT ON TRUST IN GOVERNMENT OVER 2014
THINGS LIKELY TO IMPACT ON TRUST IN GOVERNMENT IN 2014

Immigration

50%

The cost of living debate

41%

Pay rises for MPs

38%

Levels of unemployment

32%

The continuation of „austerity‟

27%

Business not paying expected…

17%

Whistleblowers exposing issues

10%

Economic developments in Europe

10%

Political developments in Europe

10%

Data privacy

7%

Which of the following, if any, do you think will impact on trust in government in general in 2014? General Publics

20

JA
N
BUSINESS, NOT GOVERNMENT, SEEN AS RESPONSIBLE FOR CURRENT
ECONOMIC GROWTH; FEW THINK THEIR STANDARD OF LIVING WILL
IMPROVE IN 2014
IS BUSINESS OR GOVERNMENT RESPONSIBLE FOR CURRENT ECONOMIC GROWTH
IN THE UK?

But there is a lack of optimism
about standards of living in 2014…

23%

My standard of
living will stay
the same

DON‟T KNOW

52%
25%
GOVERNMENT

BUSINESS

46%

My standard of
living will get
worse
My standard of
living will get
better
Don‟t know/
refused

36%

12%

7%
JA
N

21

Thinking about the recent news that the UK economy is set to grow the fastest in Europe in 2014, please indicate whether you believe Business in general or
Government in general is responsible for this.; Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and
necessities will get better, get worse or stay the same over the course of 2014? General Publics
MORE THAN HALF OF THE PUBLIC WANTS SCOTLAND TO STAY
PART OF THE UK; CONFLICT OVER WHETHER THE UK SHOULD
STAY IN THE EU
VIEWS ON THE REFERENDUM FOR SCOTTISH INDEPENDENCE AND UK
MEMBERSHIP OF THE EUROPEAN UNION

What do you THINK
Scotland will vote for

What do you WANT
Scotland to vote for

Little difference between those that
want the UK to be part of the EU and
those that do not
The UK to not be a
part of the
European Union

53%
43%

46%

34%
21%

The UK to remain
part of the
European Union

25%
22%

1% 1%

Other / Don‟t know

40%

14%

JA
N
22

Thinking about the referendum on Scottish independence in 2014, please indicate whether you THINK Scotland will vote to remain part of the United
Kingdom or Scotland will vote for independence.; Thinking about the referendum on Scottish independence in 2014, please indicate whether you WANT
Scotland to be independent or Scotland to remain part of the United Kingdom. General Publics
FIVE| Trust in Business
WHY DOES TRUST MATTER?
THE EFFECTS THAT BEING TRUSTED OR DISTRUSTED WILL HAVE ON A COMPANY‟S
BOTTOM LINE

53%

DISTRUSTED TRUSTED COMPANIES
COMPANIES
63%

CHOSE TO BUY PRODUCTS/SERVICES

REFUSED TO BUY PRODUCTS/SERVICES

51%

56%
CRITICIZED THEM TO A FRIEND/COLLEAGUE

RECOMMENDED THEM TO A FRIEND/COLLEAGUE
36%
PAID MORE FOR PRODUCTS/SERVICES

30%

32%

SHARED NEGATIVE OPINIONS ONLINE

SHARED POSITIVE OPINIONS ONLINE

6%10%
SOLD SHARES

24

BOUGHT SHARES

Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each
action.; Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer
yes or no to each action. General Publics

JA
N
CPG, CONSUMER ELECTRONICS MANUFACTURING AND TECHNOLOGY POST
LARGE GAINS; ENERGY DROPS 6 POINTS TO BECOME LEAST TRUSTED
INDUSTRY
TRUST IN INDUSTRIES, 2013 VS. 2014 - U.K.

2013

2013 vs.
2014

2014

TECHNOLOGY

72%

79%
77%

66%
BREWING AND…

62%

FOOD AND…

66%

CONSUMER…

57%

ENTERTAINME…

60%

AUTOMOTIVE

65%

CONSUMER…

56%

TELECOMMUN…

55%

PHARMACEUT…

71%

+9

FOOD AND…

70%

+4

CONSUMER…

69%

+12

69%

+9

ENTERTAINMENT
AUTOMOTIVE

64%
64%

+7

59%

FINANCIAL…

49%

+3
+2

44%

+10

43%

+7

34%
MEDIA

MEDIA

+8

62%

TELECOMMUNICA…

CHEMICALS
FINANCIAL…

-1

CONSUMER…

PHARMACEUTICALS

47%

+11

BREWING AND…

56%

CHEMICALS

+7

TECHNOLOGY

36%
BANKS

BANKS
ENERGY
25

29%

32%

+3

ENERGY

32%

-6

38%

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

OC
T
OF THOSE WHO REPORTED INCREASED TRUST IN FINANCIAL SERVICES, NEARLY TWOTHIRDS SAY THE INCREASE IS DUE TO BETTER REGULATIONS AND GOVERNMENT
ENFORCING REGULATION
WHY IS TRUST IN FINANCIAL SERVICES UP IN THE UK?

Better government
regulations

62%

Government enforcing
regulation

61%

The industry has taken on a
new role

55%

Improved ethic in the industry

54%

A change in the corporate
culture

51%

JA
N
26

Using a five-point scale where 1 means “not had an impact at all” and 5 means “had a very large impact”, how much of an impact have each of the following
had on decreasing your trust in the financial services industry over the last year? [Top 2 box: 4-5] General Publics
UK PUBLIC TRUSTS WESTERN EUROPEAN COUNTRIES THE
MOST, BRIC COUNTRIES THE LEAST
U.K. TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES

MOST
78%

77%

73%

TRUSTED
73%

72%

70%

67%
57%

54%
47%

43%

40%
32%

31%

29%

28%
21%

OC
T
27

Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global
companies headquartered in the following countries to do what is right. 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
ACADEMIC OR EXPERT DROPS 7 POINTS BUT STILL REMAINS
MOST TRUSTED SPOKESPERSON; NGO REPRESENTATIVE UP 7
POINTS
CREDIBILITY OF SPOKESPEOPLE - U.K.

2013
ACADEMIC OR
EXPERT

62%

FINANCIAL OR
INDUSTRY…

54%

NGO
REPRESENT…

50%

A PERSON
LIKE…

58%

REGULAR
EMPLOYEE

55%

GOVERNMENT
OFFICIAL OR…

39%

ENTREPRENE
UR

BLOGGER

49%
34%
23%

ACADEMIC
OR EXPERT

67%

TECHNICAL
EXPERT IN…

64%

FINANCIAL
OR…

60%

NGO
REPRESEN…

57%

A PERSON
LIKE…

55%

REGULAR
EMPLOYEE

52%

GOVERNMEN
T OFFICIAL…

36%

CEO

BOARD OF
DIRECTORS

2014
74%

TECHNICAL
EXPERT IN…

2013 vs.
2014

41%

CEO

39%

-7
+2

+6
+7
-3
-3
+5
0

ENTREPREN
EUR

37%

-12

BOARD OF
DIRECTORS

36%

+2

BLOGGER

20%

-3 OC
T

28

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
HIGH SALARIES AND FAILURE TO PAY EXPECTED TAXES ARE THE
ISSUES THOUGHT MOST LIKELY TO IMPACT ON TRUST IN
BUSINESS IN 2014
THINGS LIKELY TO IMPACT ON TRUST IN BUSINESS IN 2014

Salaries of senior staff perceived to be too
high

75%

Failing to pay expected levels of tax

69%

Failing to keep consumers‟ data private

69%

Whistleblowers exposing issues

59%

Poor treatment of staff

58%
53%

Levels of profit coming under fire
Issues with supply chain

36%
JA
N

29

How much of an impact do you think each of the following factors will have on trust in business in general over the course of 2014? Please use a five-point
scale, where 5 means “will have a great impact” and 1 means “will not have an impact at all”. [Top 2 box: 4-5] General Publics
SIX | How to Build Trust
30
ENGAGEMENT AND INTEGRITY ARE KEY TO BUILDING
TRUST
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS U.K.
LISTENS TO CUSTOMERS

ENGAGEMENT

IMPORTANC
PERFORMAN
E
CE

CUSTOMERS BEFORE PROFITS

INTEGRITY
PRODUCTS &
SERVICES
PURPOSE

OPERATIONS

61%

25%

59%

22%

LOOKS AFTER EMPLOYEES

58%

24%

TRANSPARENT & OPEN
ACTS RESPONSIBLY IN CRISIS

56%

21%

21%

HIGH QUALITY PRODUCTS

55%
54%

25%

IS ETHICAL
COMMUNICATES OFTEN

19%

PROTECTS ENVIRONMENT

52%

19%

19%

POSITIVELY IMPACTS COMMUNITY
ADDRESSES SOCIETY'S NEEDS

TOP GLOBAL COMPANY

16%
15%
19%

-37
-34
-35
-34
-29
-33

-31
-24
-23

40%

-22

33%

22%
16%

-36

40%

18%

ADMIRED TOP LEADERSHIP

CONSISTENT FINANCIAL RETURNS

43%

17%

INNOVATOR

PARTNERS WITH THIRD PARTIES

50%

Ga
p

30%
29%
29%

-11
-14
-13
-14

27%

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

31 “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; 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

-8

OC
T
Edelman Trust Barometer 2014 - UK Data
APPENDIX
33
Edelman Trust Barometer 2014 - UK Data
On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples;
Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord
Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden:
REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler

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Edelman Trust Barometer 2014 - UK Data

  • 3. ONE| Trust: the Gender Divide 3
  • 4. MEN AND WOMEN ARE BOTH GENDER-BLIND WHEN IT COMES TO TRUST IN A CEO TRUST IN MEN VS. WOMEN ON A BOARD OF DIRECTORS AND AS A CEO Total On a board of directors Men 78% Women 80% 77% What does it say? 8% 11% 6% Trust men more 14% 10% Trust women more As a CEO 10% Neither / don‟t know 79% 14% 6% Trust men more 4  17% 12% 9% 76% 80% Women are trusted to do what is right more (14%) than men (12%) on a board of directors.  When asked to chose the most trusted gender of a CEO, four in five respondents (79%) said they did not prefer one over the other or that they did not know. This was the highest of the four questions. 14% Trust women more Neither / don't know Thinking about a company‟s board of directors, a director of which gender do you trust more to do what is right?; Thinking about a CEO and gender, a CEO of which gender do you trust more to do what is right? General Publics JA N
  • 5. CEOS CAN BUILD TRUST BY TELLING THE TRUTH REGARDLESS OF HOW UNPOPULAR IT MAY BE ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY U.K. 84% 83% 82% 80% 64% 53% , regardless of how complex or unpopular Isis Communicates clearly and transparently to discuss challenging involved in supporting local charities andMEDIA PRESEN Engages with employees regularly it front and center during the state of times (product recalls, HAS AN ACTIVE good causes Is personally the business lawsuits, etc.) JA N 5 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) General Publics
  • 6. THE UK GENERAL PUBLIC GIVES A TRUST BONUS OF 7 POINTS TO COMPANIES WITH A HIGHER PROPORTION OF WOMEN THAN MEN TRUST IN COMPANIES WITH A HIGHER PROPORTION OF WOMEN VS. COMPANIES WITH A HIGHER PROPORTION OF MEN Total Male trust Female trust 39% 32% 22% 17% 18% 14% A company with a higher proportion of WOMEN A company with a higher proportion of MEN JA N 6 Thinking of the gender balance in different companies, please indicate how much you would trust a company to do what is right if they have a higher proportion of women than men or a higher proportion of men than women in the company. General Publics
  • 8. WHILE TRUST IN BUSINESS REMAINS CONSTANT, BOTH MEDIA AND GOVERNMENT SEE DECREASES IN TRUST IN 2014 U.K. TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 67% 61% 56% 56% NGOS 19% #1 2013 2014 GOVERNMENT 2013 17% #2 2013 12% 2014 13% 2013 BUSINESS 41% 42% #3 10% 2014 47% 47% 13% 23% #4 11% MEDIA 2014 OC T 8 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
  • 9. NGOS CONTINUE ON STRONG UPWARD TRUST TREND; MEDIA AND GOVERNMENT DROP TOWARDS 2012 LEVELS U.K. TRUST IN THE FOUR INSTITUTIONS SINCE 2008 80% NGOs Media Business Government 67% 70% 61% 60% 54% 50% 53% 51% 54% 49% 46% 44% 43% 40% 40% 30% 38% 30% 2010 47% 42% 41% 38% 38% 37% 31% 2009 56% 51% 47% 48% 36% 35% 56% 22% 20% 2008 2011 2012 2013 2014 OC T 9 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
  • 10. HALF REPORT TRUSTING GOVERNMENT LESS THAN THEY DID IN 2013 REPORTED CHANGE IN TRUST IN GOVERNMENT OVER THE LAST YEAR TRUST INCREASED A LOT TRUST INCREASED 9% 2% TRUST DECREASED A LOT 19% 50% REPORT TRUSTING GOVERNMENT LESS 39% STAYED THE SAME 31% TRUST DECREASED JA N 10 Thinking about everything you have read, seen or heard about each institution in the last year, please indicate how much your trust in each institution has changed over the past year. [GOVERNMENT] (excl. don‟t knows) General Publics
  • 11. AMONG THOSE WHO REPORTED TRUSTING GOVERNMENT LESS, THE MAIN REASON WAS POOR PERFORMANCE AND INCOMPETENCE REASONS FOR TRUSTING GOVERNMENT LESS 39% 22% 20% 10% 8% g incentives driving policies (such as officials focusing on advancing Transparency issuesof regulation or control Poor performance/ incompetence Corruption or fraud career/ re-election) Lack JA N 11 Which of the following is the main reason why your trust in government decreased over the last year? [BASE: those reporting a decrease in [government/media] over the last year] (Excl. don‟t knows) General Publics
  • 12. WHILE THOSE SAYING THEY TRUSTED MEDIA LESS THIS YEAR ASCRIBED THE DROP TO THE MEDIA BEING CORRUPT AND LACKING IN REGULATION REASONS FOR TRUSTING GOVERNMENT AND MEDIA LESS GOVERNMENT MEDIA 39% 38% 22% 18% 23% 20% 13% 10% 8% Poor performance/ Wrong incentives incompetence driving policies /editorial decisions Corruption or fraud Transparency issues 8% Lack of regulation or control JA N 12 Which of the following is the main reason why your trust in [government/media] decreased over the last year? [BASE: those reporting a decrease in [government/media] over the last year] (Excl. don‟t knows) General Publics
  • 14. RESPONDENTS VIEW GOVERNMENT‟S MAIN ROLE BEING TO FOCUS ON PROTECTING CONSUMERS FROM IRRESPONSIBLE BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - U.K. 37% 25% 15% 14% 5% 2% 3% OC T 14 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics
  • 15. A MAJORITY BELIEVE THERE IS NOT ENOUGH GOVERNMENT REGULATION OF THE FINANCIAL SERVICES AND ENERGY INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS - U.K. Not Enough Too Much 73% 64% 43% 38% 17% 4% 2% 5% Government Regulation Government Regulation Government Regulation Government Regulation of Business of Financial Services of the Energy Industry of the Food & Beverage Industry Industry 15 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 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 OC T
  • 16. HYGIENE FACTORS ASIDE, BEING AN ACTIVE PARTICIPANT IN FINANCIAL SERVICES AND ENERGY MEANS MAKING STRUCTURAL CHANGES TO THE INDUSTRY WHAT DOES BEING AN ACTIVE PARTICIPANT MEAN FOR EACH INDUSTRY? "The financial services industry should be a more active participant in the broader debate over the future of the United Kingdom‟s banking system." Providing an improved service… 27% Making structural changes to the… 22% Working with government Educating consumers Advising government Taking part in debates in the… Lobbying government Don‟t know 16 19% 9% 6% 5% 2% 9% "The energy industry should be a more active participant in the broader debate over the United Kingdom‟s energy policy." Providing an improved service… 35% Making structural changes to the… 21% Working with government Educating consumers Taking part in debates in the… Advising government Lobbying government Don‟t know 18% 7% 5% 4% 1% 8% "The food and beverage industry should be a more active participant in the broader debate in the United Kingdom over solutions to food and nutrition policy Providing an 34% issues." improved service… Educating consumers 20% Working with government 15% Making structural changes to the… Advising government Taking part in debates in the… Lobbying government Don‟t know What does the financial services industry being an active participant in the broader debate over the future of the United Kingdom‟s banking system most mean to you?; What does the energy industry being an active participant in the broader debate over the future of the United Kingdom‟s energy policy most mean to you?; What does the food and beverage industry being an active participant in the broader debate in the United Kingdom over solutions to food and nutrition policy most mean to you? General Publics 12% 6% 5% 2% 6% JA N
  • 18. THE GENERAL PUBLIC SHOW A CLEAR DESIRE FOR A SINGLEPARTY GOVERNMENT AT THE NEXT GENERAL ELECTIONS PREFERENCE FOR A SINGLE PARTY OR COALITION GOVERNMENT 15% DON‟T KNOW 20% COALITION 65% SINGLE PARTY GOVERNMENT JA N 18 Thinking about the United Kingdom general election in 2015, please indicate whether you would prefer the resulting government to be a Coalition government or a Single party government. General Publics
  • 19. CAMERON AND MILIBAND ARE BOTH EQUALLY TRUSTED BY THE UK GENERAL PUBLIC, BUT BOTH ARE 10 POINTS OFF BORIS JOHNSON‟S LEAD TRUST IN POLITICAL PARTIES VS. THEIR LEADERS POLITICAL PARTY PARTY LEADERS 43% 41% 37% 33% 33% 31% 27% 29% 25% 23% 20% 22% 11% JA N 19 Please indicate how much you trust the following political parties to do what is right using a nine-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: 6-9] General Publics
  • 20. IMMIGRATION AND THE COST OF LIVING SEEN AS MOST LIKELY TO IMPACT ON TRUST IN GOVERNMENT OVER 2014 THINGS LIKELY TO IMPACT ON TRUST IN GOVERNMENT IN 2014 Immigration 50% The cost of living debate 41% Pay rises for MPs 38% Levels of unemployment 32% The continuation of „austerity‟ 27% Business not paying expected… 17% Whistleblowers exposing issues 10% Economic developments in Europe 10% Political developments in Europe 10% Data privacy 7% Which of the following, if any, do you think will impact on trust in government in general in 2014? General Publics 20 JA N
  • 21. BUSINESS, NOT GOVERNMENT, SEEN AS RESPONSIBLE FOR CURRENT ECONOMIC GROWTH; FEW THINK THEIR STANDARD OF LIVING WILL IMPROVE IN 2014 IS BUSINESS OR GOVERNMENT RESPONSIBLE FOR CURRENT ECONOMIC GROWTH IN THE UK? But there is a lack of optimism about standards of living in 2014… 23% My standard of living will stay the same DON‟T KNOW 52% 25% GOVERNMENT BUSINESS 46% My standard of living will get worse My standard of living will get better Don‟t know/ refused 36% 12% 7% JA N 21 Thinking about the recent news that the UK economy is set to grow the fastest in Europe in 2014, please indicate whether you believe Business in general or Government in general is responsible for this.; Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will get better, get worse or stay the same over the course of 2014? General Publics
  • 22. MORE THAN HALF OF THE PUBLIC WANTS SCOTLAND TO STAY PART OF THE UK; CONFLICT OVER WHETHER THE UK SHOULD STAY IN THE EU VIEWS ON THE REFERENDUM FOR SCOTTISH INDEPENDENCE AND UK MEMBERSHIP OF THE EUROPEAN UNION What do you THINK Scotland will vote for What do you WANT Scotland to vote for Little difference between those that want the UK to be part of the EU and those that do not The UK to not be a part of the European Union 53% 43% 46% 34% 21% The UK to remain part of the European Union 25% 22% 1% 1% Other / Don‟t know 40% 14% JA N 22 Thinking about the referendum on Scottish independence in 2014, please indicate whether you THINK Scotland will vote to remain part of the United Kingdom or Scotland will vote for independence.; Thinking about the referendum on Scottish independence in 2014, please indicate whether you WANT Scotland to be independent or Scotland to remain part of the United Kingdom. General Publics
  • 23. FIVE| Trust in Business
  • 24. WHY DOES TRUST MATTER? THE EFFECTS THAT BEING TRUSTED OR DISTRUSTED WILL HAVE ON A COMPANY‟S BOTTOM LINE 53% DISTRUSTED TRUSTED COMPANIES COMPANIES 63% CHOSE TO BUY PRODUCTS/SERVICES REFUSED TO BUY PRODUCTS/SERVICES 51% 56% CRITICIZED THEM TO A FRIEND/COLLEAGUE RECOMMENDED THEM TO A FRIEND/COLLEAGUE 36% PAID MORE FOR PRODUCTS/SERVICES 30% 32% SHARED NEGATIVE OPINIONS ONLINE SHARED POSITIVE OPINIONS ONLINE 6%10% SOLD SHARES 24 BOUGHT SHARES Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action.; Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Publics JA N
  • 25. CPG, CONSUMER ELECTRONICS MANUFACTURING AND TECHNOLOGY POST LARGE GAINS; ENERGY DROPS 6 POINTS TO BECOME LEAST TRUSTED INDUSTRY TRUST IN INDUSTRIES, 2013 VS. 2014 - U.K. 2013 2013 vs. 2014 2014 TECHNOLOGY 72% 79% 77% 66% BREWING AND… 62% FOOD AND… 66% CONSUMER… 57% ENTERTAINME… 60% AUTOMOTIVE 65% CONSUMER… 56% TELECOMMUN… 55% PHARMACEUT… 71% +9 FOOD AND… 70% +4 CONSUMER… 69% +12 69% +9 ENTERTAINMENT AUTOMOTIVE 64% 64% +7 59% FINANCIAL… 49% +3 +2 44% +10 43% +7 34% MEDIA MEDIA +8 62% TELECOMMUNICA… CHEMICALS FINANCIAL… -1 CONSUMER… PHARMACEUTICALS 47% +11 BREWING AND… 56% CHEMICALS +7 TECHNOLOGY 36% BANKS BANKS ENERGY 25 29% 32% +3 ENERGY 32% -6 38% 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 OC T
  • 26. OF THOSE WHO REPORTED INCREASED TRUST IN FINANCIAL SERVICES, NEARLY TWOTHIRDS SAY THE INCREASE IS DUE TO BETTER REGULATIONS AND GOVERNMENT ENFORCING REGULATION WHY IS TRUST IN FINANCIAL SERVICES UP IN THE UK? Better government regulations 62% Government enforcing regulation 61% The industry has taken on a new role 55% Improved ethic in the industry 54% A change in the corporate culture 51% JA N 26 Using a five-point scale where 1 means “not had an impact at all” and 5 means “had a very large impact”, how much of an impact have each of the following had on decreasing your trust in the financial services industry over the last year? [Top 2 box: 4-5] General Publics
  • 27. UK PUBLIC TRUSTS WESTERN EUROPEAN COUNTRIES THE MOST, BRIC COUNTRIES THE LEAST U.K. TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 78% 77% 73% TRUSTED 73% 72% 70% 67% 57% 54% 47% 43% 40% 32% 31% 29% 28% 21% OC T 27 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 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
  • 28. ACADEMIC OR EXPERT DROPS 7 POINTS BUT STILL REMAINS MOST TRUSTED SPOKESPERSON; NGO REPRESENTATIVE UP 7 POINTS CREDIBILITY OF SPOKESPEOPLE - U.K. 2013 ACADEMIC OR EXPERT 62% FINANCIAL OR INDUSTRY… 54% NGO REPRESENT… 50% A PERSON LIKE… 58% REGULAR EMPLOYEE 55% GOVERNMENT OFFICIAL OR… 39% ENTREPRENE UR BLOGGER 49% 34% 23% ACADEMIC OR EXPERT 67% TECHNICAL EXPERT IN… 64% FINANCIAL OR… 60% NGO REPRESEN… 57% A PERSON LIKE… 55% REGULAR EMPLOYEE 52% GOVERNMEN T OFFICIAL… 36% CEO BOARD OF DIRECTORS 2014 74% TECHNICAL EXPERT IN… 2013 vs. 2014 41% CEO 39% -7 +2 +6 +7 -3 -3 +5 0 ENTREPREN EUR 37% -12 BOARD OF DIRECTORS 36% +2 BLOGGER 20% -3 OC T 28 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
  • 29. HIGH SALARIES AND FAILURE TO PAY EXPECTED TAXES ARE THE ISSUES THOUGHT MOST LIKELY TO IMPACT ON TRUST IN BUSINESS IN 2014 THINGS LIKELY TO IMPACT ON TRUST IN BUSINESS IN 2014 Salaries of senior staff perceived to be too high 75% Failing to pay expected levels of tax 69% Failing to keep consumers‟ data private 69% Whistleblowers exposing issues 59% Poor treatment of staff 58% 53% Levels of profit coming under fire Issues with supply chain 36% JA N 29 How much of an impact do you think each of the following factors will have on trust in business in general over the course of 2014? Please use a five-point scale, where 5 means “will have a great impact” and 1 means “will not have an impact at all”. [Top 2 box: 4-5] General Publics
  • 30. SIX | How to Build Trust 30
  • 31. ENGAGEMENT AND INTEGRITY ARE KEY TO BUILDING TRUST BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS U.K. LISTENS TO CUSTOMERS ENGAGEMENT IMPORTANC PERFORMAN E CE CUSTOMERS BEFORE PROFITS INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS 61% 25% 59% 22% LOOKS AFTER EMPLOYEES 58% 24% TRANSPARENT & OPEN ACTS RESPONSIBLY IN CRISIS 56% 21% 21% HIGH QUALITY PRODUCTS 55% 54% 25% IS ETHICAL COMMUNICATES OFTEN 19% PROTECTS ENVIRONMENT 52% 19% 19% POSITIVELY IMPACTS COMMUNITY ADDRESSES SOCIETY'S NEEDS TOP GLOBAL COMPANY 16% 15% 19% -37 -34 -35 -34 -29 -33 -31 -24 -23 40% -22 33% 22% 16% -36 40% 18% ADMIRED TOP LEADERSHIP CONSISTENT FINANCIAL RETURNS 43% 17% INNOVATOR PARTNERS WITH THIRD PARTIES 50% Ga p 30% 29% 29% -11 -14 -13 -14 27% 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 31 “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; 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 -8 OC T
  • 35. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler