Post on 16-Jul-2015
84%Chose to buy products or services
WHY TRUST MATTERS IN IRELANDWhere a company is trusted
74%Recommended them to a friend
55%Paid more for products or services
42%Shared positive opinions online
PG 4
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%57%
2014 2015
#2
45% 48%
2014 2015
#4GOVERNMENTMEDIA
NGOS
Informed
Public
PG 6
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN IRELAND, 2014
VS. 2015
TRUST IN INSTITUTIONS
BUSINESS
GOVERNMENTMEDIA
NGOS
Informed
Public
37% 34%
2014 2015
#3
58%48%
2014 2015
#141% 38%
2014 2015
#2
21%26%
2014 2015
#4
PG 7
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
THE TRUST INDEX:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2014
TRUSTERS from 30% to 22% in 2015
GLOBAL 56
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
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS from 33% to 48% in 2015
Informed
Public
PG 9
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
TRUST IN BUSINESS:HALF BELOW 50%
Informed
Public
2014 2015
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
56
51
59
53
6258 57
4549
4341
39
57
85 84 84
73
6664
60
53
4845
43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
PG 10
FOUR KEY FACTORS AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
PG 11
50%
63%65%
57% 56%53% 52% 51%
47%45%
49%
40%37%
26%
20%
15%
68%
61% 60% 60% 59%57% 57%
53% 52%
46% 46%
36% 35%
30%
21%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS: TECHNOLOGY MOST TRUSTED
Informed
Public
2014 2015
More Trust Less Trust
PG 12
50%
57%
68%
State-owned Big Business Family-owned
Informed
Public
GLOBAL IRELAND
TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. IRELAND
ENTERPRISE TYPE
33%36%
76%
State-owned Big Business Family-owned
PG 13
TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED
Company’s
Country of Origin Type of Market
Percent in Market
Who Trust the Company
DEVELOPING
Country Multinational
Doing Business…
… in a Developing Country 57%
… in a Developed Country 22%
DEVELOPED
Country Multinational
Doing Business…
… in a Developing Country 77%
… in a Developed Country 58%
Informed
Public
PG 14
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN IRELAND
LEADERSHIP
68%
56% 56%53% 54%
49%
29%
36%
78%
62%
57%54% 53% 52%
34% 33%
Academic orIndustry Expert
CompanyTechnical Expert
A PersonLike Yourself
RegularEmployee
NGORepresentative
Financial orIndustry Analyst
CEO GovernmentOfficial
or Regulator
2014 2015
More Trust Less Trust
Informed
Public
PG 16
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
% Trust
53
78
70 71
60
4548
40 40
35
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 4038
34 3431
PG 17
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN IRELAND
MEDIA SOURCESTRADITIONAL MEDIA MOST TRUSTED
Informed
Public
74%
64%
61%
56%
45%
37%37% 39%
30%
19%
26%
25%
53%
43%
50%
52%
26%22%
24%
27%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Hybrid Media
Social Media
Owned Media
PG 18
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN IRELAND
MEDIA SOURCESNEWSPAPERS NOW USED FIRST AND FOREMOST
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
30%
25%
37%
16% 16%
12%
22%19%
23%
2013 2014 2015
22%
25%
37%33%
25%
16%
19%21%
18%
2013 2014 2015
25%
23%
33%
25%
28%
21%
27% 28%27%
2013 2014 2015
PG 20
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN IRELAND TODAY IS …
TRUST IN BUSINESS INNOVATION
44% Too Fast29% Too Slow
Informed
Public
22% Just Right
PG 21
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY
Informed
Public