2015 edelman trust barometer australia
TRANSCRIPT
AUSTRALIA#EdelTrust
A YEAR OF THE UNPREDICTABLE
& UNIMAGINABLE
15 YEARS OF TRUST
TRUST ISESSENTIAL TO INNOVATION
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Businessto leadthe debatefor change
Crisis ofleadership
Fall ofgovernment
Rise ofauthority figures
Trust is nowan essential lineof business
Business mustpartner with governmentto regain trust
Young influencershave more trustin business
Business more trustedthan government and media
“A person like me”emerges as crediblespokesperson
Trust shifts from“authorities” to peers
U.S. companiesin Europe suffertrust discount
Earned mediamore crediblethan advertising
Fall of thecelebrity CEO
Rising influenceof NGOs
TRUST BAROMETER METHODOLOGY
GLOBALRESPONSE
GENERAL ONLINE POPULATION
INFORMED PUBLICS
The 2015 Edelman Trust Barometer surveyed 33,000 people online across 27 countries between October– November 2014.
There are 1,000 respondents surveyed per country including Australia. The online survey is conducted with general population aged 18 and over.
Edelman surveys an informed public demographic which meet the following criteria: university educated; household income in top quartile for age; read or watch business/news media at least several times a week; follow public policy issues several times per week. 500 respondents interviewed in the U.S. and China and 200 in other markets including Australia.
AUSTRALIARESPONSE
In Australia we have collected seven years of data with the informed public and four years of data with the general population.
TRUST MATTERS
Behavior based on trust in AUSTRALIA.
Q371-376. 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. Informed Publics, Australia. 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. Informed Publics, Australia.
DISTRUSTED COMPANIES TRUSTED COMPANIES
- 57%
- 49%
- 25%
- 12%
76%
59%
50%
37%
30%
27%
Refused to buy products/services
Criticized them to a friend/colleague
Shared negativeopinions online
I soldshares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positiveopinions online
Defended company
I bought shares
TRUST AROUNDTHE WORLD
NGOs, BUSINESS, MEDIA ALL DECLINE LOWEST LEVEL OF TRUST SINCE 2008
Trust in the four institutions of Government, Business, Mediaand NGOs, Global 2014 vs. 2015.
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 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 Publics in 27-country global total.
NGOs
63%66%
20152014
#1
Business
57%59%
20152014
#2
Media
51%53%
20152014
#3
Government
48%45%
20152014
#4
NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW
The Trust Index averages a country’s trust in the institutions of Government, Business, Media and NGOs.
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
2015
TRUSTERS
NEUTRAL
DISTRUSTERS
Trusters:From 30%to 22% in 2015
Distrusters:From 33%to 48% in 2015
Global 55
THE NEW TRUST DEFICIT
The Trust Index averages a country’s trust in the institutions of Government, Business, Media and NGOs.
Deficit nearly 10 points lower among general online population.
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
2015 2015
Nearly 2/3of countries are nowDistrusters among thegeneral online population.
Global 46Global 55
TRUSTERS
NEUTRAL
DISTRUSTERS
66
7673
64 62 61 6259
47
75 74
84
76 76
7075
6770
77
67 6669
58
67
58
41
47
37
63
8177
71 7065 64 63
58
74 73 72 71 7168 67 67 66
63 62 61 5957
5148
38 37
29
TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING
Q11-14. [NGOs IN GENERAL] 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 Publics, 27-country global total.
Trust in the institution of NGO, Global 2014 vs. 2015. Lower/Equal Trust in 19 Countries
2014 2015
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
5651
59
53
6258 57
4549
4341
39
57
85 84 84
73
66 6460
53
4845 43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
TRUST IN BUSINESS: HALF BELOW 50 PERCENT
Q11-14. [BUSINESS IN GENERAL] 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 Publics, 27-country global total.
Trust in the institution of Business, Global 2014 vs. 2015. Lower in trust in 16 countries
2014 2015
53
78
70 71
60
4548
40 4035
42
30
19
79
70
6163
5558 59
54
48
63
54
4144
3740
51
80 7976
62
51 5048 47
44 43 42
20
77
59 57 5652
47 46 45 43 41 40 3834 34
31
TRUST IN MEDIA: 60 PERCENT OF COUNTRIES DISTRUST MEDIA
Q11-14. [MEDIA IN GENERAL] 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 Publics, 27-country global total.
Trust in the institution of Media, Global 2014 vs. 2015. Lower/Equal Trust in 15 Countries
2014 2015
TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Q11-14. [GOVERNMENT IN GENERAL] 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 Publics, 27-country global total.
45
88
53
76
53
60
27
49
42
3237
34
28
19
24
1821
75
63
56
5154
45 43 45 45
23
17
48
9…
82 82
72
65
5450
43 42 4137
3330 28 26 26
70
59
49 4945
42 41 40
33
2116
Trust in the institution of Government, Global 2014 vs. 2015.
Lower/Equal Trust in 11 Countries
2014 2015
DEVELOPING COUNTRY MULTINATIONALS CHALLENGED
Trust in companies headquartered in developed (U.S., U.K., Germany, France, Japan) vs. developing countries (China, India, Russia, Mexico, Brazil).
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 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 Publics, 27-country global total.
Company’scountry of origin
Type of market Percent in marketwho trust the company
DEVELOPINGCountry multinational doing business...
DEVELOPEDCountry multinational doing business...
... In a developing country
... In a developed country
... In a developing country
... In a developed country
57%
22%
77%
58%
TRUST AROUND THE WORLD
TOWARD TRUSTED INNOVATION
BUILDING TRUST IN 2015
THE AUSTRALIANSTORY
THE EVAPORATION OF TRUST IN AUSTRALIA: TRUST IN ALL FOUR INSTITUTIONS DECLINES
Trust in the four institutions of Government, Business, Mediaand NGOs in AUSTRALIA, 2014 vs. 2015.
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 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 Publics in Australia.
NGOs
66%70%
20152014
Government
49%56%
20152014
Business
48%59%
20152014
Media
43%48%
20152014
TRUST IN GOVERNMENT DECLINES
Trust in the institution of government in AUSTRALIA, informed public vs. general online population.
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 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 Publics, General Population in Australia.
56%
41%
52%
47%43%
56%
49%
33%32%
38% 37%
2009 2010 2011 2012 2013 2014 2015
Federal Election Federal Election
Q324-327. Below is a list of institutions. For each one, please indicate how much your trust in that institution has increased or decreased over the last year using a 9-point scale where one means that your “trust has decreased,” nine means that your “trust has increased” and five means that your “trust has not changed”.
Q330/Q331. [TRUST DECREASED] For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year?
GOVERNMENT FOR THE GREATER GOOD?
Reasons trust in government decreased in AUSTRALIA.
57% does not help me and my family live a fulfilling life
55% does not help me and my family live a healthy life
FAILS TO CONTRIBUTE TO THE GREATER GOOD75%
Reasons for decreased trust in government:
TRUST IN BUSINESS DRAMATICALLY DOWN
Trust in the institution of business in AUSTRALIA, informed public vs. general online population.
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 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 Publics, General Population in Australia.
43%
47%
54%57%
48%
59%
48%
45%44%
49%46%
2009 2010 2011 2012 2013 2014 2015
41%
45%
48%
49%
51%
56%
58%
58%
64%
65%
66%
71%
72%
72%
74%
RANKING OF SECTORS BY TRUST
Trust in businesses in each of these industries in AUSTRALIA.
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 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 Publics, AUSTRALIA.
TRUST IN TECHNOLOGY DECLINED
in 70% of countries including Australia
TRUST IN CONSUMER TECH DECLINED
in 74% of countries including Australia
TRUST IN TELECO DECLINED
in 67% of countries including Australia
BUILDING TRUST IN 2015
TRUST AROUND THE WORLD
THE AUSTRALIAN STORY
TOWARD TRUSTEDINNOVATION
“New inventions and things that
customers like are usually good for
business.”
Jeff Bezos, Founder, Chairman & CEO of Amazon.com
“New inventions and things that
customers like are usually good for
business.”
Jeff Bezos, Founder, Chairman & CEO of Amazon.com
NOT SO FAST...
THE PACE OF INNOVATION
The pace of development and change in business and industry in AUSTRALIA today is...
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Australia.
53%
23%
20%
Too Fast
Too slow
Just right
INNOVATION SEEN TO BE DRIVEN BY BUSINESS TARGETS AND GREED
Drivers of change in business and industry today
In AUSTRALIA are perceived to be:
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, Australia.
74% 72%
64%
41%
19%14%
Business GrowthTargets
Greed/Money Technology PersonalAmbition
ImprovePeople's Lives
Make the Worlda Better Place
AUSTRALIANS DON’T TRUST INDUSTRY TO IMPLEMENT THESE INNOVATIONS
Trust in industries’ abilities to responsibly develop and release industry-specific developments, compared to trust in industries in AUSTRALIA
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in Australia.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use 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.” Informed Publics, in Australia.
36%
38%
46%
55%
56%
49%
72%
74%
58%
48%Financial Services Industry
Electronic Payments
Health Industry
Personal Health Trackers
Technology Industry
Cloud Computing
Energy Industry
Hydraulic Fracturing
Food & Beverage Industry
Genetically Modified Foods
+ 8
- 3
- 28
- 34
- 13
GapTrust industry sector Trust industry to implement each development
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TR
US
T I
N IN
ST
ITU
TIO
NS
(T
RU
ST
IN
DE
X)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION
Relationship of trust in institutions (Trust Index) and average trust in recent business developments.
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global total. 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. Informed Publics, 27-country global total.
UAE
BRA
SING
MALMEX
S.KO
ITAUS
ARG
NETH
S.AF
HK
SPA
U.K.
FRA
AUS
CANGER
JAP
SWE
IRE
TURPOL
GLOBAL
RUS
IND
INDO
CHI
BUILDING TRUST IN INNOVATION REQUIRES TRANSPARENCY AND PARTNERSHIP
Actions that increase trust in industry to implement technology changes in AUSTRALIA
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in Australia.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Australia.
Make test results available publicly for review 77%
Partner with an academic institution 69%
Run a clinical trial or beta test 64%
Partner with an NGO 59%
Partner with government 52%
57% AGREE: New developments
are not tested enough
BUILDING TRUSTIN 2015
TRUST AROUND THE WORLD
THE AUSTRALIAN STORY
TOWARD TRUSTED INNOVATION
16 KEY ATTRIBUTES TO BUILDING TRUST
Edelman Trust Barometer research reveals 16 specific attributes that build trust.
These can be grouped into five performance clusters listed here in rank order of importance.
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Treats employees well
Listens to customer needs and feedback
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Creates programs that positively impact the local community
Addresses society’s needs in its everyday business
Partners with NGOs, government and 3rd parties to address societal needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Of these 16 Trust building attributes, there is a large gap between how important the actions are to building trust and the perceived performance of companies on these issues.
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 “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 Public, Australia.
29%
28%
37%
29%
40%
42%
45%
32%
57%
48%
57%
58%
57%
55%
56%
59%
21%
16%
19%
14%
19%
18%
20%
22%
27%
19%
20%
24%
24%
22%
23%
24%
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Treats employees well
Listens to customer needs and feedback
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Creates programs that positively impact the local community
Addresses society’s needs in its everyday business
Partners with NGOs, government and 3rd parties to address societal needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
INTEGRITY AND ENGAGEMENT THE PRIORITY
Importance
Performance
LEADERSHIP CRISIS: CEO CREDIBILITY CONTINUES TO DECLINE
CEO credibility as a spokesperson, 2009 – 2015, global and in AUSTRALIA
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, Trust) Informed Publics, 20-country global total and Australia.
31%
40%
50%
38%
43% 43% 41%
19%
38%
49% 41%
34%
39%
33%
2009 2010 2011 2012 2013 2014 2015
LEADERSHIP BOLSTERED BY CHORUS OF VOICES
Credibility of spokespersons when forming an opinion of a company in AUSTRALIA
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, Trust) Informed Publics, in Australia.
66%61%
55% 55%
48%44%
37%33%
Academic orIndustry Expert
CompanyTechnical Expert
A PersonLike Yourself
NGORepresentative
Financial orIndustry Analyst
RegularEmployee
GovernmentOfficial
or Regulator
CEO
More Trust Less Trust
SEARCH ENGINES NOW MORE TRUSTED
Trust in each source for general news and information, in AUSTRALIA.
QQ178-182 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) Informed Publics, in Australia.
64%
54%
63%
55%
45%
33%
51%
43%
39%
18%
31%
34%
61%
50%
56%
62%
37%
26%
41%
33%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Digital-first Media
Social Media
Owned Media
NEWSPAPER AND SEARCH ENGINES NOW USED FIRST AND MOST
What is the first source you go to for general news and information about business; breaking news; validate news in AUSTRALIA
. Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Australia.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in Australia.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Australia.
32%
34%
28%
23%21%
20%20% 20%
25%
2013 2014 2015
28%29%
26%
30% 30%
23%
19%21%
21%
2013 2014 2015
24%
29%
30%
18%21%
16%
36%
2…
30%
2013 2014 2015
The First Source for General Information
The First Source for Breaking News
Source Used Most to Confirm/Validate News
Newspaper Television Online search
FRIENDS/FAMILY MOST TRUSTED CONTENT CREATORSHOWEVER, COMPANIES I USE ALSO GET MY TRUST
Trust in information created by each author on social networking sites, content sharing sites and online-only information sources.
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Australia. Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Australia.Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Australia.
TRUSTED
DISTRUSTED
23%
24%
31%
33%
33%
42%
43%
49%
62%
70%
Celebrities
Brands I don't use
A well-known online personality
Elected officials
A company CEO
A journalist
Employees of a company
Companies I use
An academic expert
My friends and family
TRUST MATTERS
Behavior based
on trust in AUSTRALIA.
Q371-376. 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. Informed Publics, Australia. 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. Informed Publics, Australia.
Distrusted companies Trusted companies
-57%
-49%
-25%
-12%
76%
59%
50%
37%
30%
27%
Refused to buy products/services
Criticized them to a friend/colleague
Shared negativeopinions online
I soldshares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positiveopinions online
Defended company
I bought shares
#1 most trusted media source:
ONLINE SEARCH ENGINES
#1 most trusted
content creators:
FRIENDS AND FAMILY
AUSTRALIA#EdelTrust