2012 EDELMAN TRUST BAROMETER UK RESULTS
c
c IN THE UK, TRUST IN GOVERNMENT & BUSINESS DECLINES TRUST IN INSTITUTIONS - UK
BUSINESS
44%
38% 38%
NGOs
GOVERNMENT
MEDIA
43%
38%
29%
22%
37%
32%
51% 54%
42%
2011 Informed Public
2012 Informed Public
2012 General Public
c GOVERNMENT TRUST DECLINES IN THE UK
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 4 Box, Trust) Informed Publics ages 35-64 in U.K. Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? General Population in the UK
16%
34%
41%
35%
39%
31%
35%
40% 38%
43%
38%
10%
20%
30%
40%
50%
60%
70%
80%
2007 2008 2009 2010 2011 2012
+18 adults
UK IS
HEADING
ON
25%
68%
right track
wrong track
66% DO NOT TRUST UK GOVERNMENT LEADERS AT ALL TO TELL THE TRUTH
c
Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all
important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in the U.K.;
Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are
performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in the U.K.
GAP
WIDE CHASM BETWEEN EXPECTATIONS & DELIVERY
Government Importance
Government Performance
-59
-58
-58
-58
-41
-38
-40
-24
71%
69%
69%
68%
52%
49%
49%
33% 9%
9%
11%
11%
10%
11%
11%
12% EFFECTIVE MANAGES THE FINANCIAL
AFFAIRS OF THE COUNTRY
LISTENS TO CITIZENS‟ NEEDS AND FEEDBACK
COMMUNICATES FREQUENTLY & HONESTLY
HAS TRANSPARENT & OPEN PRACTICES
PROVIDES NATIONAL TRAINING
PROGRAMMES TO CREATE
EMPLOYMENT OPPORTUNITIES
WORKS TO PROTECT &
IMPROVE THE ENVIRONMENT
CREATES INNOVATIVE PROGRAMMES THAT
POSITIVELY IMPACT LOCAL CONSUMERS
PARTNERS WITH BUSINESS NGOS & THIRD
PARTIES TO ADDRESS SOCIETAL ISSUES
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Q52-69. 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 “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) General Population in the United Kingdom (excludes „Don‟t Know‟ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in the United Kingdom
GAP
PEOPLE WANT COMPANIES TO BE MORE SOCIALLY & ENVIRONMENTALLY RESPONSIBLE
Business Importance
Business Performance
69% LISTEN TO CUSTOMERS NEEDS OR FEEDBACK
28%
18%
45%
23%
22%
20%
24%
19%
23%
20%
17%
65%
65%
64%
62%
61%
59%
56%
44%
44%
41%
PLACES CUSTOMERS AHEAD OF PROFITS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
TAKE RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
TREATS EMPLOYEES WELL
HAS TRANSPARENT & OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
COMMUNICTES FREQUENTLY & HONESTLY ON THE STATE OF ITS BUSINESS
ADDRESSES SOCIETY‟S NEEDS IN ITS EVERYDAY BUSINESS
WORKS TO PROTECT & IMPROVE THE ENVIRONMENT
CREATES PROGRAMMES THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
-41
-47
-20
-41
-40
-41
-35
-37
-21
-24
-24
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73%
60%
56%
55%
55%
52%
39%
30%
Academic or expert
A person like yourself
Technical expert in the
company
Financial or industry analyst
Regular employee
NGO representative
Government official or
regulator
CEO
72%
71%
52%
42%
39%
39%
35%
32%
Technical expert in the
company
Academic or expert
NGO representative
Government official or
regulator
CEO
Financial or industry analyst
A person like yourself
Regular employee
2012 2011
Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in the U.K.
WHO DO WE TRUST?
+ 25
+ 23
TRADITIONAL
c
+ 16
+ 7
+ 7
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in the U.K.
TRUST IN INFORMATION SOURCES – U.K.
DIVERSIFICATION OF MEDIA
SOCIAL MEDIA
CORPORATE ONLINE MULTIPLE
SOURCES
16% 32%
14% 24% 5% 12%
3% 10% 2011 Informed Public
2012 Informed Public
+ 10
c A TALE OF TWO MEDIAS – SERIOUS & ENTERTAINMENT
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”. Base: All respondents, 2,101 UK adults 18+ surveyed online Jan 6-8 2012, nationally representative (StrategyOne UK research)
tv &
radio news broadsheet
online news
sources
mid market
newspapers
social media
tabloid newspapers
58%
47%
39%
26%
18% 14%
-19%
-26% -30%
-45%
-56%
-68%
trust
distrust
c UK SUMMER RIOTS CAUSED A DECLINE IN
TRUST OF IMPORTANT PUBLIC STAKEHOLDERS
DESPITE THE MAJORITY CLAIMING THAT THE RIOTS DID NOT HAVE ANY IMPACT ON THEIR
LEVELS OF TRUST, THEY DID HAVE A NEGATIVE IMPACT ON SOME – IN PARTICULAR, OVER A
THIRD HAVE LESS TRUST IN POLITICIANS (36%), 30% HAVE LESS TRUST IN YOUNG
PEOPLE, AND 27% HAVE LESS TRUST IN THE METROPOLITAN POLICE
Last summer saw rioting occur across Britain. As a result of everything you saw and read about the riots, how has this
impacted your level of trust in the following groups of people. Base: All respondents, 2101 UK adults 18+ surveyed online Jan 6-8 2012, weighted to be nationally representative (StrategyOne UK research)
4%
-30%
YOUNG PEOPLE
UNDER 25
4%
-36%
POLITICIANS
FROM ALL
MAJOR
UK PARTIES
10%
-27%
METROPOLITAN
POLICE
c MOST BRITS OPTIMISTIC
ABOUT THE 2012 OLYMPICS
OVER 4 OUT OF 10 UK ADULTS THINKS
LOCOG WILL DELIVER A SUCCESSFUL OLYMPICS THAT THE UK PUBLIC CAN BE
PROUD OF. HOWEVER, A FIFTH (22%) DO NOT AGREE WITH THIS AND OVER A
THIRD (36%) ARE STILL UNDECIDED
Do you trust the London 2012 Organising Committee (LOCOG) to deliver a 2012 Olympics that is successful and that the UK public can feel proud of? Base: All respondents, n2,101 (StrategyOne UK research)
42%
22%
36% Yes
No
Don't know
27%
29%
45%
SCOTLAND IS THE
MOST „DOUR‟ ABOUT
THE PROSPECTS OF
THE OLYMPICS BEING
A SUCCESS, ONLY A
QUARTER (27%)
SAY YES, VS 42% UK
AS A WHOLE