Edelman Trust Barometer 2016 - Ireland
Transcript of Edelman Trust Barometer 2016 - Ireland
INTRODUCTION
Mr. Joe Carmody, Managing Director, Edelman Ireland, @JoeCarm
KEYNOTE SPEAKER
Mr. Dominick Chilcott, British Ambassador to Ireland, @DChilcottFCO/@BritEmbDublin
PANEL
Mr. Robert Watt, Secretary General, Department of Public Expenditure and Reform
Ms. Dearbhail McDonald, Associate Editor and Legal Editor, Irish Independent, @DearbhailDibs
MODERATOR
Mr. Shane Coleman, Political Editor, Newstalk
#edeltrust @EdelmanIreland
TRUSTBAROMETER2016
@
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
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
3
56
56
23
25
43
8
Trust Matters
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, question 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, Ireland, question asked of half the sample. 4
Percent who engage in each behaviour based on trust
73
64
39
37
34
11
Behaviours for Distrusted Companies Behaviours for Trusted Companies
Refused to buy products/services
Criticised companies
Paid more than
wanted
Shared negative
opinions
Disagreed with others
Sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positive opinions online
Defended company
Bought
shares
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
General
Population
37 3631
22
4943
3932
48
3834
26
6051
4741
Trust Is Rising Across All Institutions in Ireland
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, Ireland.
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Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
+12 +13 +13 +15
2015 2016
+12 +7 +8 +10
53
63
58
48
60
4144 44
37
49
3532
21
26
41
2321 21 22
32
2012 2013 2014 2015 2016
43 4441
38
51
3633
41
36
43
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, Ireland.
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Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
35
45
3734
47
35 3436
31
39
NGOs
Government
Media
Business
Trust Levels in Ireland Are At Post-Recession Highs
Informed
Public
General
Population
41
46
39
37
49
33 3334
31
39
2012 2013 2014 2015 2016
A Significant Divide
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, Ireland.
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Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016Informed
Public
Mass
Population
10pt
Gap
8pt
Gap
50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. 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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K. 10
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
6057
7164
78 78
68
4952
6267
4945 46
5053
40
7479
46
6568
59
3844
80
55
6258
71
4642
4035
5256
48
30 33
4550
32 31 3237
40
27
62
69
36
5659
51
30
37
73
48
55 52
66
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uth
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19192022262931
Low-income
respondents
High-income
respondents
A Position of Strength
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, 27-country global total.
12
Percent trust in the four institutions of government,
business, media and NGOs, 2015 vs. 2016
5148
4541
55 53
4742
63
5751
48
6763
5751
NGOs Business Media Government
+4 +6 +6 +3
+4 +5 +2 +1
Informed
Public
General
Population
2015 2016Business closing NGOs’
long-held lead in trust
60
5147
41
51
6458
33
4943
3932
49
5853
30
NGOs Business Media Government
Business Most 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), Informed Public
and General Population, 27-country global total. 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, Ireland13
Percent trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust Trusted to
keep paceBusiness in the lead
65
57 56
45
54
46
31
26 25
6664
59
54 54
4643
39
33
Credibility of CEOs/Boards on The Rise
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, Ireland, question asked of half the sample.
14
Percent who rate each spokesperson as extremely/very credible
2015 2016
+12+9
Technical
Expert
Academic
Expert
A person
like
yourself
Financial
Industry
Analyst
Employee CEONGO
representative
Board of
Directors
Government
official/regulator
CEO/Board
credibility
increased the most
General
Population
+13
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, Ireland, question asked of half the sample.
.
82% 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 68% in 2015
General
Population
17
CEOS Must Be Visible on Purpose and Profit
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, V isible) General Population, Ireland,
question asked of half the sample.
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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
Integrity 58 17 41
Exhibits highly ethical behaviours 58 13 45
Takes responsible actions to address an issue or crisis 59 24 35
Behaves in a way that is transparent and open 56 13 43
Engagement 58 15 43
Treats employees well 63 17 46
Listens to customer needs and feedback 60 16 44
Places customer ahead of profits 55 13 42
Communicates frequently and honestly on the state of their company 55 13 42
Products 43 25 18
Places a premium on offering high quality products or services 46 27 19
Is focussed on driving innovation and introducing new products/services/ideas 40 23 17
Purpose 41 17 24
Is dedicated to protecting and improving the environment 45 13 32
Ensures that the company creates programmes that positively impact the local community in which it
operates43 21 22
Ensures that the company addresses society's needs in its everyday business 45 19 26
Ensures that the company partners with NGOs, government and third parties to address societal issues 32 16 16
Operations 32 20 12
Attracts and retains a highly-regarded and widely admired top leadership team 36 22 14
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 21 16 5
Manages the company in a way that delivers consistent financial returns 38 23 15
Leaders Seen As Underperforming
Source: 2016 Edelman Trust
Barometer. Q462-478 How important
is each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs 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.” CEO questions use
the same scales as the business
questions. (Top 2 Box, Performance)
General Population, Ireland
Importance vs. performance of 16 trust-building leadership attributes%
Importance
%
Performance Gap
General
Population
20
43%
54%62%
75%
Their education andhow it shaped them
Their personalsuccess story
The obstaclesthey 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 nine-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”. [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 nine-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, Ireland, question asked of half the sample.
.
Percent who agree that each type of information
is important in building trust in a CEO
General
Population
21
17 17
9
15
25
32
24 25
16
24
38
28
3437
63
2731
29
2119
21
29
2016
22 21
13
22
14
20
6 63
97
5
Employees Are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s
business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust
MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613
Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust
MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on
issues related to the industry in which it operates? General Population, Ireland, question asked of half the sample.
23
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customerPartnerships/
Programmes to
address societal issues
Views on
industry issues
Employees Most Trusted
General
Population
58
47
5553
57
60
51
60
51
54
36
30
37
32
48
26
21
2827
3333
25
3130
31
2012 2013 2014 2015 2016
Transformed Media Landscape
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, Ireland, question asked of half the sample.
Trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.
**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Millennials
Similar levels of trust
of digital media as
general population
Industry Millenials Gap
Search Engines* 56% 1
Traditional Media 48% 6
Online-only Media** 48% 0
Owned media 36% 3
Social media 35% 4
General
Population
66
54
4037
23
36
25
17 16 15
77
6560
53
37 3732
26
20 18
My friendsand family
An academicexpert
Companies Iuse
Employees ofa company
A companyceo
A journalist A well-knownonline
personality
Electedofficials
Companies [brands] I don’t use
Celebrities
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) General Population, Ireland, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 26
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 20162015 2016
+11
General
Population
50%
Actions
ValuesEmployee
Advocacy
Engagement
Embracing the New Reality of Influence to Address Trust Inequality
‣ Create societal impact in addition to profits through
purposeful action
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where
they are, about what most interests/concerns them
Influence
TRUST
27
Leadership
TRUST
INTRODUCTION
Mr. Joe Carmody, Managing Director, Edelman Ireland, @JoeCarm
KEYNOTE SPEAKER
Mr. Dominick Chilcott, British Ambassador to Ireland, @DChilcottFCO/@BritEmbDublin
PANEL
Mr. Robert Watt, Secretary General, Department of Public Expenditure and Reform
Ms. Dearbhail McDonald, Associate Editor and Legal Editor, Irish Independent, @DearbhailDibs
MODERATOR
Mr. Shane Coleman, Political Editor, Newstalk
#edeltrust @EdelmanIreland
TRUSTBAROMETER2016
@
UK Participation in EU Important for Ireland
Source: 2016 Ireland Trust Supplement Q7: How important, if at all, do you think it is for Ireland that the UK remains in the EU? Q5: Should the UK decide in its
referendum to remain in the EU, what impact do you think this would have on Ireland? q6: You previously said that the UK remaining in the EU would have a positive
impact on Ireland. What makes you say this? General Population, Ireland (n=500)
75%Say it is important for
Ireland that the UK
remains in the EU
General
Population
29
37%Think the UK remaining
in the EU will have a
positive impact on
Ireland
‣ Continued trade
‣ EU stability
‣ Protection of open borders
Economy and Health Services Reform Drive Voter Choice
Source: 2016 Ireland Trust Supplement Q3. Which of the following issues has/would have the greatest impact on who you decide to vote for in the upcoming
general election? General Population, Ireland (n=500)30
Issues driving voting choice in the upcoming general election
19%
16%14%
13%
10%
NationalEconomy/Economic
Recovery
Health ServicesReform
Abolition of WaterCharges
Job CreationReduced Taxes
General
Population
INTRODUCTION
Mr. Joe Carmody, Managing Director, Edelman Ireland, @JoeCarm
KEYNOTE SPEAKER
Mr. Dominick Chilcott, British Ambassador to Ireland, @DChilcottFCO/@BritEmbDublin
PANEL
Mr. Robert Watt, Secretary General, Department of Public Expenditure and Reform
Ms. Dearbhail McDonald, Associate Editor and Legal Editor, Irish Independent, @DearbhailDibs
MODERATOR
Mr. Shane Coleman, Political Editor, Newstalk
#edeltrust @EdelmanIreland
TRUSTBAROMETER2016
@