Trust at Work2019 Acumen Edelman Trust Barometer
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Methodology
2019 Acumen EdelmanTrust BarometerOnline Survey in 27 Countries
19 years of data
33,000+ respondents total
Survey in New Zealand4 years of data
1,000+ respondents total
New Zealand fieldwork was conducted between 30 October – 13 November, 2018
General Online PopulationAges 18+
1,150 respondents per country
1,150 respondents in New Zealand
All slides show general online population data unless otherwise noted
Mass PopulationAll population not including informed public
Represents 84% of total global population
Informed PublicRepresents 16% of total global population
500 respondents in U.S. and China; 200 in all other global study 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
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+), half-sample global general online population +/- 0.8 (N=16,100). 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), New Zealand +/- 4.4 (N=1,150).
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Divided by Trust
50 Global 2776 China69 Indonesia69 Saudi Arabia68 UAE66 India60 Singapore58 Malaysia54 Canada54 Mexico54 The Netherlands52 Hong Kong51 Colombia47 U.S.46 Australia46 Italy45 Argentina44 S. Africa44 S. Korea43 Brazil43 New Zealand42 Germany41 France41 Ireland41 Turkey40 U.K.39 Spain37 Japan28 Russia
Trust (60-100)
Neutral (50-59)
Distrust (1-49)
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Mass population 14 points less trusting
18 markets with double-digit trust gaps
2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and mass population, 27-market global average. New Zealand Informed Public & Mass Population
A WORLD OUT OF BALANCETrust Index
64 Global 2788 China84 Saudi Arabia83 India83 Indonesia83 UAE74 Canada70 Malaysia69 Singapore68 Mexico67 The Netherlands66 Hong Kong64 U.K.61 S. Korea60 Germany60 U.S.59 Australia59 France56 Colombia54 New Zealand53 Argentina53 Italy53 Japan53 S. Africa53 Turkey51 Brazil48 Ireland47 Spain35 Russia
2019Informed Public
2019Mass Population Trust gap
141214*151517*9
1220*1413145
1313789
17*81118*187
1224*8
167
*highest-ever trust inequality
56
62
5154
4442 43 43
2016 2017 2018 2019
Trust IndexGAP IN TRUST: INEQUALITY REMAINS
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2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. 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.” 9-point scale; top 4 box, trust. New Zealand Mass Population & Informed Public
Informed Public
Mass Population
NZ
Global
20pt gap
11pt gap8pt gap
62 6260
65
4946 47
49
2016 2017 2018 2019
16pt gap
Informed Public
Mass Population
16pt gap
13pt gap
62019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. New Zealand General Population & Informed Public
Percent trustTRUST FLAT AMONG NZ GENERAL POPULATION
Y-to-Y Change- +0
5652
57
38
6358
55
40
+7 +6 -2 +2
NZ 2019NZ 2018
Business MediaNGOs Government
Informed Public
General Population
48 4751
31
48 47 50
340 0 -1
+3
GLOBAL2019
GLOBAL 2018
65 64
54 54
69 68
58 58
+4 +4 +4 +4
54 53
44 44
56 56
47 47
+2 +3 +3 +3
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LEVEL OF TRUST IN EACH TYPE OF BUSINESS
Family-owned businesses or companies 72Small- and medium-sized businesses or companies 67Companies headquartered in my country 61State-owned businesses or companies 54Privately-held businesses or companies 54Publicly-traded businesses or companies 50Big businesses or companies 46Sharing or on demand economy businesses that allow people to buy, sell or rent to and from their peers 39
Foreign companies 30
General Population
47 50 52 4838
43 48 4351
31
82019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, New Zealand, by gender.
Percent trust
SOME GENDER DIFFERENCES IN TRUST LEVELS
Trust Index
Women
Men
NGOs Business Government Media
TrustNeutralDistrust
Trust gap 4 2 9 3 7
Largest trust gap
Concerns about Change
9
49
1621
26 28 31 32 34 3438 39 39 41 44 45 48 50 53 54
59
69 70 71 71 73 7379 82 84
63
38 37 3843
4754 53 50 48
3844 43
56
65 6256 54
69 69 72
83 8679
7481
88 89 86
Glo
bal 2
7
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Fran
ce
Ger
man
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U.K
.
The
Net
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Aus
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Can
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ong
Rus
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S. K
orea
New
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U.S
.
Sing
apor
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Turk
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S. A
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Arg
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Chi
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Saud
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Bra
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Mex
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Percent who believe they and their families will be better off in five years’ time
DEVELOPED WORLD INCLUDING NEW ZEALANDARE PESSIMISTIC ABOUT FUTURE
102019 Edelman Trust Barometer. CNG_FUT. 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? 5-point scale; top 2 box, better off. Informed public and mass population, 27-market average New Zealand Mass Population & Informed Public
14 markets in which majority of mass population do not believe that they will be better off in five years
Mass population Informed public
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2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average. New Zealand & Australia General Population
WHAT NZ EMPLOYEES WORRY ABOUT MOST
Hackers, cyber attacks and cyber terrorism
1.Losing some rights and freedoms as a citizen of this country
2.Our country losing its unique culture and traditions
3.Not having the training and skills necessary to get a good paying job
4.
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EMP_ORG. BASE: ALL RESPONDENTS WHO ARE AN EMPLOYEE BUT DO NOT RUN THEIR OWN BUSINESS (Q43/1 AND NOT Q28/7) Think back to the most recent major transformation at your organisation. This transformation could have been a merger, an acquisition, a restructuring or reorganisation, a major business-systems change or any other change that affected people’s jobs. In navigating employees through that transformation, which of the following did your organisation and its leadership do well?
TRANSFORMATION POORLY MANAGEDOf the two-thirds of employees who have been through a transition, many think leaders
could have done a much better job
Communicated clearly and often to employees about the changes being implemented and why they would make the organisation better in the long run 29%
Explained how the transformation was aligned with our organisation’s purpose 28%
Explained how the transformation was aligned with our organisation’s values 28%
Were honest regarding any changes employees would have to face as the transformation progressed 28%Facilitated a dialogue. Gave employees lots of opportunities to ask questions and voice their concerns to the organisation’sleadership 25%
Retained and retrained to the greatest extent possible employees whose jobs were disrupted by the changes being made 24%Communicated a consistent message regarding the changes to employees, the public and key stakeholders 23%Communicated clearly and often to our external stakeholders (customers, clients, regulators, investors or funders) about the changes being implemented and why they would make the organisation better in the long run 21%
Instituted a fair, dignified, and humane process for people whose jobs were eliminated 18%
None of the above. There is nothing my employer did well during our last transition 10%
General Population
NZ HAS MORE FAITH IN THE SYSTEM; MORE POSITIVITY AMONGST INFORMED PUBLIC
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2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. Informed public and mass population. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. New Zealand Mass Population & Informed Public
Mass population
30 34 36 41
2633
Percent who agree the system is…
Informed public
Working for me
Not sure
Failing me
Working for me
Not sure
Failing me
20
34 46
21
40 39
Significant rise in News Engagement
14
1324
32
46
54
31
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2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. Question asked of half of the sample. General population (n=624). For details on how the News Engagement Scale was built, please refer to the Technical Appendix. New Zealand General Population
RISE IN NEWS ENGAGEMENTHow often do you engage in the following activities related to news and information?
THE DISENGAGEDConsume news less than weekly
AMPLIFIERSConsume news about weekly or more AND share or post content several times a month or more
CONSUMERSConsume news about weekly or more +25pts
More engaged with the news
2018
+11pts
+14pts
Y-to-Y Change- +0
2019
Traditional Media
Search Engines*
Online-only Media**
Owned Media
Social Media
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2019 Edelman Trust Barometer. COM_MCL. 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.” 9-point scale; top 4 box, trust. Question asked of half of the sample. New Zealand General Population *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 informationTRADITIONAL MEDIA, SEARCH MOST TRUSTED
52 47
64 60
40 36
49 41
26
20
22 23
32 23
21
32
55 52 52
54
2016 2017 2018 2019
67 65
52 51 50
40 4339 39
34
23
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2019 Edelman Trust Barometer. CRE_PPL. 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. 4-point scale; top 2 box, credible. Question asked of half of the sample. New Zealand General Population
ACTIVATE TRUSTED SPOKESPEOPLE Percent who rate each source as very/extremely credible
Company technical
expert
Academic expert
A person like yourself
Financial industry analyst
Regular employee
NGO representative CEO Successful
entrepreneurBoard of directors
Government official Journalist
Y-to-Y Change- +0
Company voices
-3 -2 +5 -3 +3 -5 -1 -5 +4 -3 -3
My Employer: A Trusted Partner
18
74
50 48 47
34
19
2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, 27-market average. New Zealand & Australia General Population
Percent trustMY EMPLOYER MOST-TRUSTED RELATIONSHIP
Business MediaNGOsGovernmentMy employer
TrustNeutralDistrust
75 48 57 56 47
AUS 77 42 56 52 40
Percent trust in “my employer”
EMPLOYERS VIEWED MORE POSITIVELYEVEN BY THOSE LESS TRUSTING
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2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, 27-market average, by gender, and “system failing” scale. New Zealand Mass Population & Informed PublicFor details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
7380
68
81 7873 77
Mass population
Informed public
System is failing me
Not sure System is working for
me
Women Men
TrustNeutralDistrust
Employees see business as a trustworthy source on:EMPLOYERS SEEN AS A TRUSTWORTHY SOURCE
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2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average. BUS_SRC. Below is a list of topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population, 27-market average, among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).New Zealand and Australia General Population “The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11, New Zealand General Population .
62%The Global Economy
43%Technology
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2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia). New Zealand General Population
EMPLOYEES WANT BUSINESS LEADERS TO STEP UP
Percent who say that CEOs should take the lead on change rather than waiting for government to impose it
+15pts
38
64
67
68
77
78
79
Fake news
Personal data
Sexual harassment
Protecting the environment
Training for the jobs of tomorrow
Prejudice and discrimination
Equal pay
Percent who agree CEOs can create positive change in:
75%of employees agree it’s critically important for my CEO to respond to challenging times
76%
40
42
38
23
40
37
Percent of employees who expect each from a prospective employer
EMPLOYEE EXPECTATIONS INCLUDES SOCIETAL CHANGE
2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees.. Buckets are the sum of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please refer to the Technical Appendix. New Zealand General Population
Strong expectationYou would have to pay me a lot more to work for an organisation that does not offer this
Deal breakerI would never work for an organisationthat does not offer this
Shared ActionMy employer has a greater purpose, and my job has a meaningful societal impact
Personal EmpowermentI know what is going on, I am part of the planning process, and I have a voice in key decisions; the culture is values-driven and inclusive
Job OpportunityMy employer offers wage growth, training, career growth and work which I find interesting & fulfilling
61%
77%
82%
Investing in Employee Trust
24
Percent of employees who engage in these types of behaviours on behalf of their employer
THE UPSIDE OF A TRUSTED EMPLOYER-EMPLOYEE RELATIONSHIP
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2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, cut by those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension. New Zealand General Population
Trust advantage
Advocacy +54
Loyalty +44
Commitment +39
Engagement +36
4685
2367
2781
2965
Trust their employer
Do not trust their employer
262019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 27-market average. New Zealand and Australia General Population
INVESTING IN EMPLOYEE TRUST IS INVESTING IN YOUR BOTTOM LINE
Percent who agree that “a good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it”
55%
How a company treats its employees is one of the best indicators of its level of trustworthiness
78%78%
AUS 82%67%66%
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TRUST AT WORK:THE NEW EMPLOYER-EMPLOYEE CONTRACT
1.Lead Change
2.Empower Employees
3.Local Relevance
4.BusinessLeadership
- Be aspirational
- Address concerns about the personal impact of change
- Train the workforce of the future
- Give them a voice
- Create opportunities for shared action
- Empower them with information
- Improve societal conditions in the local communities in which you operate
- Live your values
- Engage directly
- Be visible and show a personal commitment, inside and outside the organisation