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Edelman Trust Barometer 2016 - UK Results

The document provides information about the methodology used for the 2016 Edelman Trust Barometer in the United Kingdom. It details the sample sizes and criteria for the informed public, general online population, and mass population surveys in the UK. It also lists the margin of error for country-specific and global data. The UK supplement survey included additional waves in October 2015 and January 2016 totaling 2,500 respondents.

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United Kingdom 2016 Edelman Trust Barometer
Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th,2015 ‣ 1,000 General Online Population ‣ 250 Low Income Households ‣ 100 High Net Worth individuals Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2 UK Supplement Survey UK data for 2016 Trust Barometer included an October 2015 wave of 1,150 General Online Population including Informed Publics,a January 2016 wave of 1,000 General Online Population plus additional boosts for 250 Low Income Households and 100 High NetWorth individuals.Atotal of 2,500 were conducted
63 51 31 28 28 12 46 43 14 22 30 6 Trust Matters 3 Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Paid more than wanted Shared negative opinions Disagreed with others Chose to buy products/services Recommended them to a friend/colleague Paid more Shared positive opinions Defended company Bought shares General Population Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, questions asked of half the sample. Q377-380. 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 Population, UK total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Traditional Media Bought shares
1 State of Trust
46 44 33 34 50 46 36 36 51 52 38 43 61 60 52 55 Trust Is Rising Across All Institutions in The UK Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and General Population, U.K. 5 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 Informed Public General Population NGOs Business Media Government +10 +8 +14 +12 2015 2016 +4 +2 +3 +2
61 67 51 61 52 51 46 50 38 47 42 43 55 29 37 36 34 36 2012 2013 2014 2015 2016 38 56 56 52 60 38 49 45 44 46 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and General Population, U.K. 6 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 37 47 41 38 52 32 36 37 33 36 NGO’s Government Media Business Trust Levels In The UK Are Now At Post-Recession Highs Informed Public General Population
55 Global 60 Global 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 84 UAE 79 India 78 Indonesia 75 China 65 Singapore 64 Netherlands 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 48 Italy 48 S. Africa 47 Hong Kong 47 S. Korea 46 U.K. 45 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 40 Turkey 37 Ireland 37 Japan 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea 59 Brazil 59 Mexico 56 Malaysia 53 Canada 52 Australia 52 France 52 U.S. 50 Germany Trust Index: Informed Public Drives Rebound Average trust in institutions, Informed Public, 2015 vs. 2016 2015 2016 Informed Public trust up 5 points Trusters from 22% in 2015 to 39% in 2016 Distrusters from 48% in 2015 to 21% in 2016 Trusters Neutrals Distrusters 7 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country globaltotal.
49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Trust Index: General Population Lags Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 6 in 10 countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country globaltotal. Informed Public General Population 60 Global 50 Global 8 Trusters Neutrals Distrusters
49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 17 of 28 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country globaltotal. General Population Mass Population 50 Global 48 Global 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public 60 Global For the mass population, the global index falls into distruster territory 9 Trusters Neutrals Distrusters
2 An Opportunity for Business
Better Performance and More Competent Leadership Drives Trust Amongst Informed Publics 11 Reasons why trust in business has increased in the last year 3% 10% 17% 28%27% 25% 40% 19% 13% 15% 3% Informed Public Mass Less corruption or fraud Increased transparency Better regulations or control Better performance or more competent leaders The right incentives in place Don’t know JAN General Population Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?
Corruption, Fraud, and Wrong Incentives Driving Distrust In Business 12 Reasons why trust in business has decreased in the last year 28% 29% 8% 11%11% 16% 3% 12% 50% 28% Informed Public Mass Corruption or fraud Transparency issues Lack of regulation or control Poor performance or incompetence Wrong incentives driving business decisions (such as too much focus on bonuses/ compensation) Don’t know JAN General Population Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?
51 52 38 43 61 60 52 55 46 44 33 34 50 46 36 36 NGOs Business Media Government +10 +8 +14 +12 +4 +2 +3 +2 Business is in A Position of Strength – Closing NGOs Long-Held Lead In Trust Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and General Population, U.K. 13 Percent trust in the four institutions of, 2015 vs. 2016 Informed Public General Population 2015 2016
51 52 38 43 61 60 52 55 60 69 66 54 46 44 33 34 50 48 36 36 49 59 54 59 NGOs Business Media Government Business Most Trusted to Keep Pace 14 Percent trust, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust 2016 Trusted to keep pace Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, UK total. Business in the lead Trust 2015
Business Must Lead to Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, UK total, question asked of half the sample. . 80% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 General Population 15
Purpose Impacts Trust Percent who cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, U.K. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Provides a range of public services Fails to contribute to the greater good Does not have good leadership Lacks economic growth 52% 37% 34% 55% 33% 32% General Population 16
Access to education/training Address income inequality Access to healthcare Protecting/improving the environment Reducing poverty Supporting human & civil rights Modern infrastructure E E P H Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. Societal Expectations Vary 17 Most important issue for business to address in each country Canada Brazil Germany France China U.S. Poland Argentina Sweden Mexico U.K. Ireland Netherlands Turkey Singapore Hong Kong Malaysia Colombia Japan Australia Russia S. Korea Italy Spain Indonesia UAE S. Africa India General Population R I I E E R H E E E E E P P E H P E H H H E E E E E P I H E I
3 Leadership
62 59 54 52 46 48 28 31 27 66 66 56 55 52 47 40 38 36 Peers, Employees More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, U.K., question asked of half the sample. 19 Percent who rate each spokesperson as extremely/very credible +12 +9 Technical Expert Academic Expert A person like yourself Financial Industry Analyst Employee CEONGO representative Board of Directors Government official/regul ator CEO credibility increasedthe most General Population 2015 2016
CEO Focus Misplaced 20 Percent who agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 71% 50% Positive long-term impact Job Creation Not Enough 59% 67% General Population Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can be trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, U.K.
Purpose and Profits Matter Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, UK total, question asked of half the sample. 21 Percent who agree that CEOs should be personally visible in discussing… 80% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 74% Financial Results General Population
47% 60%61% 76% Their education and how it shaped them Their personal success story The obstacles they have overcome Their personal values Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, UK total, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO via company communications or conferences is 14% more important than media engagement General Population 22 Direct Engagement
Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 71% 71% 74% 72% 69% 2 Food & Beverage 64% 68% 70% 68% 64% 0 Consumer Packaged Goods 55% 61% 63% 63% 59% 4 Telecommunications 51% 57% 57% 56% 52% 1 Pharmaceutical 49% 50% 52% 50% 47% 2 Automotive 55% 61% 64% 63% 45% 10 Energy 29% 37% 31% 37% 43% 14 Financial Service 29% 35% 37% 36% 41% 12 20% 30% 40% 50% 60% 70% 80% Sector Trends: Financial Services Rebounds Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, U.K. *From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012 - 2016 2012 2013 2014 2015 2016 General Population 23
4 Trust Inequality
41 53 52 46 57 34 41 40 37 40 2012 2013 2014 2015 2016 A Trust Chasm Has Been Growing In The UK Over The Last Five Years Between Informed Publics And The Mass Population Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and Mass Population, U.K. 25 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 17pt Gap 7pt Gap
10 40 44 19 51 25 34 56 10 Income Levels Split Opinion About 2016 – Low Income 4 Times More Likely to Say Things Will Get Worse than the High Net Worth Source: UK Supplement, Q15. 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 2016? Low income households (n250), General population (n1000), High net worth (n100) 26 Standard of living over the course of 2016 Low income households General population High net worth My standard of living will get better My standard of living will stay the same My standard of living will get worse JAN
20 29 40 31 37 23 47 40 13 And Looking Further Into The Future, The High Net Worth Get More, The Lower Income Will Get Less Source: UK Supplement, Q16. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? Low income households 27 Economic prospects for yourself and your family Low income households General population High net worth Better off About the same as today Worse off JAN
44 35 34 26 44 43 32 37 54 67 46 54 NGOs Business Media Government Business Sees Huge Trust Advantage Among High Net Worth, and Government is Very Low Among Those with Lower Income Source: 2016 Edelman Trust Barometer Q11-14 Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Low income households (n250), General population (n1000), High net worth (n100) 28 Percent trust in the four institutions of government, business, media and NGOs Low income households General population High net worth JAN 10 point gap 32 point gap 12 point gap 28 point gap
4 Trust In Politics, Parties And Leaders
37% 41% 31% 29% 38% 23% 22% 36% 36% 25% 27% 36% 20% 15% 38% 31% 23% 19% 29% 22% 16% Conservatives Labour Liberal Democrats UKIP Green Party ScottishNational Party Plaid Cymru 2014 2015 2016 Trust remains steady for the Conservatives and evaporates for the other parties 30 Trust in political parties to do what is right Source: UK Supplement, Q14. Please indicate how much you trust each of 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. General populations JAN General Population Wales 35% Scotland 45%
33% 43% 33% 27% 25% 13% 11% 34% 39% 29% 23% 28% 20% 16% 14% 40% 37% 18% 18% 21% 28% 19% 16% David Cameron Boris Johnson Ed Miliband / Jeremy Corbyn Nick Clegg / Tim Farron Nigel Farage Nicola Sturgeon Natalie Bennett Leanne Wood 2014 2015 2016 David Cameron steals the lead from Boris Johnson at a national level leaving the opposition leaders struggling 31 Trust in POLITICAL LEADERS to do what is right Q15. Please indicate how much you trust the following political leaders to do what is right using the same 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. General populations JAN General Population Wales 37% Scotland 51%
Some confusion over the Lib Dem leaders, Corbyn less well known in lower income homes (comparable with Farrage) 32 Unprompted naming of leaders of UK political parties Source: UK Supplement Q18. We’ like you to think about the politicians that lead some of the UK’s political parties. Without looking them up or asking someone else, please tell us the name of the leader of each of the following political parties. Please type their name against each party or leave blank if you’re not sure. 84% 18% 62% 61% 10% 14% 50% 86% 18% 71% 68% 9% 14% 55% 89% 37% 81% 80% 13% 22% 71% David Cameron Tim Farron Jeremy Corbyn Nigel Farrage Leanne Wood Natalie Bennett Nicola Sturgeon 13% 13% 9% Nick Clegg 4% 5% 1% Ed Milliband Low income households General Population High net worth JAN
Of Our Political Leaders, There’s Not One That Represents More Than One Third of Society 33 Most trusted political leaders: represents someone like me Source: UK Supplement, Q17. Please indicate how much you trust the following political leaders to communicate honestly using the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. q18: Please indicate how much you trust the following political leaders to speak their mind using the same 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 General population JAN 29% 32% 24% 15% 24% 23% 21% 13% Boris Johnson David Cameron Jeremy Corbyn Tim Farron Nigel Farage Nicola Sturgeon Natalie Bennett Leanne Wood General Population
40% 46% 14% 46% 41% 14% 48% 35% 17% The UK to remain part of the European Union The UK to leave the European Union Don’t know 2014 2015 2016 Steady increase with the UK remaining part of the EU – The Informed Public are significantly more in favour 34 UK and the European union Source: UK Supplement Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the European Union or the UK to remain part of the European Union. General populations Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union. General populations JAN General Population 34% 47% 19% 61% 26% 13% The UK to remain part of the European Union The UK to leave the European Union Don’t know Low income Informed Public
Honest Communications And Management Of Refugees And Migrants Essential For Gaining Trust In 2016 Source: UK Supplement Q10. Which of the following, if any, do you think will make you trust government in general more in 2016? 35 What will make you trust government more in 2016? 22% 36% 16% 10% 8% 10% 23% 19%18% 13% 46% 44% 16% 14% 22% 16%16% 14% 32% 34% Informed Public Mass Increased regulation on immigration The continuation of ‘austerity measures’ Increased regulation on data privacy Address unemployment Political developments in Europe Honest communications Politicians speaking their mind Addressing global issues Political developments in Europe Management of refugees and migrants JAN
4 Trust In Media
Traditional Media Most Trusted News Source Amongst Informed Publics Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information 37 Informed Public 43% 49% 62% 70% Owned media Hybrid media Online search engines Traditional media JAN
The Public Want More Trustworthy Information About Business And The World Around Them Source: UK Supplement, Q12. Thinking specifically about traditional media how much to you agree or disagree with the following statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news) 38 82% 78% 59% 59% 57% 42% 37% We all need more trustworthy information about businessand the world around us There is a lot of bad news in the world and I want to be sure I am getting reliable information about it More modern media such as socialmedia seem less trustworthythan sourcesI grew up with We can rely less and less on the government to provide news and information for us Compared to newer forms of media, I find traditional media more reliable and trustworthy I think that socialmedia is really just a way of accessing traditionalmedia The media’s conduct and ethics are less of an issue than in recent years JAN General Population

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Edelman Trust Barometer 2016 - UK Results

  • 1.
  • 2.
    Informed Public ‣ 8years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th,2015 ‣ 1,000 General Online Population ‣ 250 Low Income Households ‣ 100 High Net Worth individuals Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2 UK Supplement Survey UK data for 2016 Trust Barometer included an October 2015 wave of 1,150 General Online Population including Informed Publics,a January 2016 wave of 1,000 General Online Population plus additional boosts for 250 Low Income Households and 100 High NetWorth individuals.Atotal of 2,500 were conducted
  • 3.
    63 51 31 28 28 12 46 43 14 22 30 6 Trust Matters 3 Percent whoengage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Paid more than wanted Shared negative opinions Disagreed with others Chose to buy products/services Recommended them to a friend/colleague Paid more Shared positive opinions Defended company Bought shares General Population Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, questions asked of half the sample. Q377-380. 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 Population, UK total, question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Traditional Media Bought shares
  • 4.
  • 5.
    46 44 33 34 50 46 3636 51 52 38 43 61 60 52 55 Trust Is Rising Across All Institutions in The UK Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and General Population, U.K. 5 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 Informed Public General Population NGOs Business Media Government +10 +8 +14 +12 2015 2016 +4 +2 +3 +2
  • 6.
    61 67 51 61 52 51 46 50 38 47 42 43 55 29 3736 34 36 2012 2013 2014 2015 2016 38 56 56 52 60 38 49 45 44 46 2012 2013 2014 2015 2016 Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and General Population, U.K. 6 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 37 47 41 38 52 32 36 37 33 36 NGO’s Government Media Business Trust Levels In The UK Are Now At Post-Recession Highs Informed Public General Population
  • 7.
    55 Global 60Global 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 84 UAE 79 India 78 Indonesia 75 China 65 Singapore 64 Netherlands 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 48 Italy 48 S. Africa 47 Hong Kong 47 S. Korea 46 U.K. 45 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 40 Turkey 37 Ireland 37 Japan 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea 59 Brazil 59 Mexico 56 Malaysia 53 Canada 52 Australia 52 France 52 U.S. 50 Germany Trust Index: Informed Public Drives Rebound Average trust in institutions, Informed Public, 2015 vs. 2016 2015 2016 Informed Public trust up 5 points Trusters from 22% in 2015 to 39% in 2016 Distrusters from 48% in 2015 to 21% in 2016 Trusters Neutrals Distrusters 7 The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country globaltotal.
  • 8.
    49 Ireland 47 Turkey 46Sweden 42 Poland 42 Russia 41 Japan 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Trust Index: General Population Lags Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 6 in 10 countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country globaltotal. Informed Public General Population 60 Global 50 Global 8 Trusters Neutrals Distrusters
  • 9.
    49 Australia 49 Italy 49U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 57 Mexico 55 Canada 55 Colombia 52 Netherlands 50 Argentina 50 Malaysia 48 Brazil 47 Australia 47 Italy 46 Hong Kong 45 U.S. 44 S. Africa 44 Spain 42 Germany 40 S. Korea 40 U.K. 39 France 39 Ireland 39 Russia 39 Turkey 38 Japan 36 Sweden 34 Poland 71 China 65 UAE 62 India 62 Indonesia 62 Singapore 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil Trust Index: Mass Population Left Behind Average trust in institutions, Informed Public vs. General Population vs. Mass Population For the mass population, 17 of 28 countries are distrusters The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country globaltotal. General Population Mass Population 50 Global 48 Global 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Informed Public 60 Global For the mass population, the global index falls into distruster territory 9 Trusters Neutrals Distrusters
  • 10.
  • 11.
    Better Performance andMore Competent Leadership Drives Trust Amongst Informed Publics 11 Reasons why trust in business has increased in the last year 3% 10% 17% 28%27% 25% 40% 19% 13% 15% 3% Informed Public Mass Less corruption or fraud Increased transparency Better regulations or control Better performance or more competent leaders The right incentives in place Don’t know JAN General Population Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?
  • 12.
    Corruption, Fraud, andWrong Incentives Driving Distrust In Business 12 Reasons why trust in business has decreased in the last year 28% 29% 8% 11%11% 16% 3% 12% 50% 28% Informed Public Mass Corruption or fraud Transparency issues Lack of regulation or control Poor performance or incompetence Wrong incentives driving business decisions (such as too much focus on bonuses/ compensation) Don’t know JAN General Population Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?
  • 13.
    51 52 38 43 61 60 52 55 4644 33 34 50 46 36 36 NGOs Business Media Government +10 +8 +14 +12 +4 +2 +3 +2 Business is in A Position of Strength – Closing NGOs Long-Held Lead In Trust Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and General Population, U.K. 13 Percent trust in the four institutions of, 2015 vs. 2016 Informed Public General Population 2015 2016
  • 14.
    51 52 38 43 61 60 52 55 60 69 66 54 4644 33 34 50 48 36 36 49 59 54 59 NGOs Business Media Government Business Most Trusted to Keep Pace 14 Percent trust, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust 2016 Trusted to keep pace Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, UK total. Business in the lead Trust 2015
  • 15.
    Business Must Leadto Solve Problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, UK total, question asked of half the sample. . 80% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 General Population 15
  • 16.
    Purpose Impacts Trust Percentwho cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, U.K. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Provides a range of public services Fails to contribute to the greater good Does not have good leadership Lacks economic growth 52% 37% 34% 55% 33% 32% General Population 16
  • 17.
    Access to education/training Addressincome inequality Access to healthcare Protecting/improving the environment Reducing poverty Supporting human & civil rights Modern infrastructure E E P H Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. Societal Expectations Vary 17 Most important issue for business to address in each country Canada Brazil Germany France China U.S. Poland Argentina Sweden Mexico U.K. Ireland Netherlands Turkey Singapore Hong Kong Malaysia Colombia Japan Australia Russia S. Korea Italy Spain Indonesia UAE S. Africa India General Population R I I E E R H E E E E E P P E H P E H H H E E E E E P I H E I
  • 18.
  • 19.
    62 59 54 52 46 48 28 31 27 66 66 56 55 52 47 40 38 36 Peers,Employees More Credible than Leaders Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, U.K., question asked of half the sample. 19 Percent who rate each spokesperson as extremely/very credible +12 +9 Technical Expert Academic Expert A person like yourself Financial Industry Analyst Employee CEONGO representative Board of Directors Government official/regul ator CEO credibility increasedthe most General Population 2015 2016
  • 20.
    CEO Focus Misplaced 20 Percentwho agree with each statement about CEOs Focus on short-term financial results Lobbying Too Much 71% 50% Positive long-term impact Job Creation Not Enough 59% 67% General Population Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can be trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, U.K.
  • 21.
    Purpose and ProfitsMatter Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, UK total, question asked of half the sample. 21 Percent who agree that CEOs should be personally visible in discussing… 80% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 74% Financial Results General Population
  • 22.
    47% 60%61% 76% Their education and howit shaped them Their personal success story The obstacles they have overcome Their personal values Personal Values and History Matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, UK total, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO via company communications or conferences is 14% more important than media engagement General Population 22 Direct Engagement
  • 23.
    Industry 2012 20132014 2015 2016 5 yr. Trend Technology 71% 71% 74% 72% 69% 2 Food & Beverage 64% 68% 70% 68% 64% 0 Consumer Packaged Goods 55% 61% 63% 63% 59% 4 Telecommunications 51% 57% 57% 56% 52% 1 Pharmaceutical 49% 50% 52% 50% 47% 2 Automotive 55% 61% 64% 63% 45% 10 Energy 29% 37% 31% 37% 43% 14 Financial Service 29% 35% 37% 36% 41% 12 20% 30% 40% 50% 60% 70% 80% Sector Trends: Financial Services Rebounds Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, U.K. *From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012 - 2016 2012 2013 2014 2015 2016 General Population 23
  • 24.
  • 25.
    41 53 52 46 57 34 41 40 37 40 20122013 2014 2015 2016 A Trust Chasm Has Been Growing In The UK Over The Last Five Years Between Informed Publics And The Mass Population Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Informed Public and Mass Population, U.K. 25 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 17pt Gap 7pt Gap
  • 26.
    10 40 44 19 51 25 34 56 10 Income LevelsSplit Opinion About 2016 – Low Income 4 Times More Likely to Say Things Will Get Worse than the High Net Worth Source: UK Supplement, Q15. 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 2016? Low income households (n250), General population (n1000), High net worth (n100) 26 Standard of living over the course of 2016 Low income households General population High net worth My standard of living will get better My standard of living will stay the same My standard of living will get worse JAN
  • 27.
    20 29 40 31 37 23 47 40 13 And Looking FurtherInto The Future, The High Net Worth Get More, The Lower Income Will Get Less Source: UK Supplement, Q16. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? Low income households 27 Economic prospects for yourself and your family Low income households General population High net worth Better off About the same as today Worse off JAN
  • 28.
    44 35 34 26 44 43 32 37 54 67 46 54 NGOsBusiness Media Government Business Sees Huge Trust Advantage Among High Net Worth, and Government is Very Low Among Those with Lower Income Source: 2016 Edelman Trust Barometer Q11-14 Below is a list of institutions. For each one, please indicate how much you trust that institution 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, Trust) Low income households (n250), General population (n1000), High net worth (n100) 28 Percent trust in the four institutions of government, business, media and NGOs Low income households General population High net worth JAN 10 point gap 32 point gap 12 point gap 28 point gap
  • 29.
  • 30.
    37% 41% 31% 29% 38% 23% 22% 36% 36% 25% 27% 36% 20% 15% 38% 31% 23% 19% 29% 22% 16% ConservativesLabour Liberal Democrats UKIP Green Party ScottishNational Party Plaid Cymru 2014 2015 2016 Trust remains steady for the Conservatives and evaporates for the other parties 30 Trust in political parties to do what is right Source: UK Supplement, Q14. Please indicate how much you trust each of 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. General populations JAN General Population Wales 35% Scotland 45%
  • 31.
    33% 43% 33% 27% 25% 13% 11% 34% 39% 29% 23% 28% 20% 16% 14% 40% 37% 18% 18% 21% 28% 19% 16% DavidCameron Boris Johnson Ed Miliband / Jeremy Corbyn Nick Clegg / Tim Farron Nigel Farage Nicola Sturgeon Natalie Bennett Leanne Wood 2014 2015 2016 David Cameron steals the lead from Boris Johnson at a national level leaving the opposition leaders struggling 31 Trust in POLITICAL LEADERS to do what is right Q15. Please indicate how much you trust the following political leaders to do what is right using the same 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. General populations JAN General Population Wales 37% Scotland 51%
  • 32.
    Some confusion overthe Lib Dem leaders, Corbyn less well known in lower income homes (comparable with Farrage) 32 Unprompted naming of leaders of UK political parties Source: UK Supplement Q18. We’ like you to think about the politicians that lead some of the UK’s political parties. Without looking them up or asking someone else, please tell us the name of the leader of each of the following political parties. Please type their name against each party or leave blank if you’re not sure. 84% 18% 62% 61% 10% 14% 50% 86% 18% 71% 68% 9% 14% 55% 89% 37% 81% 80% 13% 22% 71% David Cameron Tim Farron Jeremy Corbyn Nigel Farrage Leanne Wood Natalie Bennett Nicola Sturgeon 13% 13% 9% Nick Clegg 4% 5% 1% Ed Milliband Low income households General Population High net worth JAN
  • 33.
    Of Our PoliticalLeaders, There’s Not One That Represents More Than One Third of Society 33 Most trusted political leaders: represents someone like me Source: UK Supplement, Q17. Please indicate how much you trust the following political leaders to communicate honestly using the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. q18: Please indicate how much you trust the following political leaders to speak their mind using the same 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 General population JAN 29% 32% 24% 15% 24% 23% 21% 13% Boris Johnson David Cameron Jeremy Corbyn Tim Farron Nigel Farage Nicola Sturgeon Natalie Bennett Leanne Wood General Population
  • 34.
    40% 46% 14% 46% 41% 14% 48% 35% 17% The UK toremain part of the European Union The UK to leave the European Union Don’t know 2014 2015 2016 Steady increase with the UK remaining part of the EU – The Informed Public are significantly more in favour 34 UK and the European union Source: UK Supplement Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the European Union or the UK to remain part of the European Union. General populations Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union. General populations JAN General Population 34% 47% 19% 61% 26% 13% The UK to remain part of the European Union The UK to leave the European Union Don’t know Low income Informed Public
  • 35.
    Honest Communications AndManagement Of Refugees And Migrants Essential For Gaining Trust In 2016 Source: UK Supplement Q10. Which of the following, if any, do you think will make you trust government in general more in 2016? 35 What will make you trust government more in 2016? 22% 36% 16% 10% 8% 10% 23% 19%18% 13% 46% 44% 16% 14% 22% 16%16% 14% 32% 34% Informed Public Mass Increased regulation on immigration The continuation of ‘austerity measures’ Increased regulation on data privacy Address unemployment Political developments in Europe Honest communications Politicians speaking their mind Addressing global issues Political developments in Europe Management of refugees and migrants JAN
  • 36.
  • 37.
    Traditional Media MostTrusted News Source Amongst Informed Publics Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population and Millennials, 25-country global total. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information 37 Informed Public 43% 49% 62% 70% Owned media Hybrid media Online search engines Traditional media JAN
  • 38.
    The Public WantMore Trustworthy Information About Business And The World Around Them Source: UK Supplement, Q12. Thinking specifically about traditional media how much to you agree or disagree with the following statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news) 38 82% 78% 59% 59% 57% 42% 37% We all need more trustworthy information about businessand the world around us There is a lot of bad news in the world and I want to be sure I am getting reliable information about it More modern media such as socialmedia seem less trustworthythan sourcesI grew up with We can rely less and less on the government to provide news and information for us Compared to newer forms of media, I find traditional media more reliable and trustworthy I think that socialmedia is really just a way of accessing traditionalmedia The media’s conduct and ethics are less of an issue than in recent years JAN General Population