2016 Edelman Trust Barometer - Cavill + Co · 2018-04-19 · Source: 2016 Edelman Trust Barometer....

Australia

2016 Edelman Trust Barometer

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

‣ University educated

‣ In top 25% of household income per age group in each country

‣ Report significant media consumption and engagement in business news

Total 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 – November 16th 2015

GLOBAL: Online survey in 28

countries

Mass population

‣ All population not including Informed Public

‣ Represents 85% of total global population

‣ 10 minute questionnaire

‣ Fieldwork dates: 29th February – 4th March 2016

AUSTRALIA ONLY – PULSE

SURVEY: Online quantitative

survey in Australia

2

44

38

16

23

29

8

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, Australia, question asked of half the sample.

Percent who engage in each behavior based on trust

Behaviors for distrusted companies

60

50

31

29

29

14

Behaviors 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

Total

populationTrust matters

3

The bigpicture

5246

34 37

5752

4245

66

4843

49

7265

5460

Sources: 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, Australia.

2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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

Base: All respondents

Percentage of trust in the four institutions of

government, business, media and NGOs, 2015 vs. 2016

Informed

Public

Total

Population

NGOs Business Media Government

2015 2016

Trust goes up

5

+6 +17 +11 +11

+5 +6 +8 +8

5246

34 37

5752

424549

39

31 32

66

4843

49

7265

546062

4943

47







government, business, media and NGOs, 2015 vs. 2016 vs. 2016 pulse

Informed

Public

Total

Population


-10 -16 -11 -13

-8 -13 -11 -13

Trust goes up…and down again

6

2015 2016

2016

pulse

49 Australia

49 Italy

49 U.S.

47 Hong Kong

46 Spain

45 S. Africa

42 Germany

42 S. Korea

42 U.K.

41 France

41 Ireland

41 Turkey

39 Russia

38 Japan

37 Sweden

35 Poland

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico57 Mexico

55 Canada

55 Colombia

52 Netherlands

50 Argentina

50 Malaysia

48 Brazil

47 Australia

47 Italy

46 Hong Kong

45 U.S.

44 S. Africa

44 Spain

42 Germany

40 S. Korea

40 U.K.

39 France

39 Ireland

39 Russia

39 Turkey

38 Japan

36 Sweden

34 Poland

71 China

65 UAE

62 India

62 Indonesia

62 Singapore

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil

Trust Index:

Mass Population Left BehindAverage trust in institutions,

Informed Public vs. General

Population vs. Mass Population

For the mass

population,

17 of 28 countries

are distrusters

The Trust Index is an average of a country’s trust in the

institutions of government, business, media and NGOs.

28-country global total.

TotalPopulation

MassPopulation

50 Global 48 Global

49 Ireland

47 Turkey

46 Sweden

42 Poland

42 Russia

41 Japan

82 China

78 India

74 UAE

72 Mexico

72 Singapore

70 Indonesia

64 U.S.

63 Australia

63 Canada

62 Netherlands

61 Colombia

58 Brazil

58 Italy

58 Malaysia

57 U.K.

55 France

54 S. Africa

53 Argentina

53 Spain

52 Hong Kong

51 Germany

50 S. Korea

InformedPublic

60 Global For the mass

population, the

global index falls into

distruster territory

7

Trusters

Neutrals

Distrusters

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, Australia.

8


government, business, media and NGOs, 2012 to 2016 pulseInformed

Public

Mass

Population

15pt

Gap

14pt

Gap

53

50

58

52

63

50

3938

4341

47

35

2012 2013 2014 2015 2016 2016 pulse

50

35

A global phenomenon

Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,

28-country global total.

9

Trust Index, Informed Public vs. Mass Population,

15 countries with double-digit trust gaps in 2016

Country

Informed

Public

Mass

Population Gap

U.S. 64 45 19

U.K. 57 40 17

Australia 63 47 16

France 55 39 16

India 78 62 16

Mexico 72 57 15

Italy 58 47 11

China 82 71 11

Brazil 58 48 10

Ireland 49 39 10

Netherlands 62 52 10

Sweden 46 36 10

S. Africa 54 44 10

S. Korea 50 40 10

Singapore 72 62 10

5246

34 37

5752

424549

39

31 32

66

4843

49

7265

546062

4943

47







government, business, media and NGOs, 2015 vs. 2016 vs. 2016 pulse

Informed

Public

Total

Population


-10 -16 -11 -13

-8 -13 -11 -13

Trust goes up…and down again

10

2015 2016

2016

pulse

Three key themes

Political

leadershipInequality

Business

response

Political leadership

Short-termism abounds

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 Publ ic and General Population, Australia.

2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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

Base: All respondents13

Business

Government

End of

Gillard

years

The Rudd

Gillard

wars

Abbott

bounce

Abbott

leadership

crisis

Turnbull

bounce

Informed

Public

Mass

Population

4743

56

49

60

47

33 32

38 37

45

29

2012 2013 2014 2015 2016 Pulse

57 4859

48

65

4945 44

4946

52

37

2012 2013 2014 2015 2016 Pulse

Turnbull

leadership

doubts

Talking to

the masses

Inequality

16

“We aren't nearly as equal as

we like to think.” “The idea of being the lucky country that

is full of equal opportunity is looking

less and less realistic.”

Peter Siminski, University of Wollongong

Author of NSW Department for Education report, New Estimates of Intergenerational Mobility in Australia

February 2016

An increasing divide?

Reasons for inequality

Cost of living

Escalating house prices

Levels of debt52%

Source: 2016 Edelman Trust Barometer Australia Research Deep Dive.

B8. Why do you think that the gap in wealth inequality has grown? Are the issues around any of the following?

Base: General Population who think the wealth inequality gap has grown

69%

77%

17

75% Of the total population feel the

gap has widened between those

who are wealthy and those who

are not

Total

Population

Government

Business

25 – 34year olds

75%

53%

22pt

Gap

70%

49%

21pt

Gap

35 – 44year olds

57%

56%

1pt

Gap

53%

48%

5pt

Gap

The trust gap – more pronounced among young AustraliansYounger Australians in the general population are far less

trusting than their wealthier counterparts

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, Australia.

Informed

Public

Mass

Population

18

Access to education/training

Address income inequality

Access to healthcare

Protecting/improving the environment

Reducing poverty

Supporting human & civil rights

Modern infrastructure

E

E

P

H

Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?

Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country

global total, question asked of one quarter the sample.

Australians want

business to do

something

Most important issue

for business to

address in each

country

Canada

Brazil

Germany

France

ChinaU.S.

Poland

Argentina

Sweden

Mexico

U.K.

Ireland

Netherlands

Turkey

Singapore

Hong Kong

MalaysiaColombia

Japan

Australia

Russia

S. KoreaItaly

Spain

Indonesia

UAE

S. Africa

India

Total

Population

R

M

I

E

E

R

H

E

E

E

E

E

P

P

E

H

P

E

H

H

H

E

E

E

E

E

P

I

H

E

M

19

72

65

5460

6671

62

54

5752

4245

5863

53

44


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) 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, Australia.

20

Percentage of trust, and percent who trust each institution to keep up

with the changing times, 2016

Informed

Public

Total

Population

Trust Trusted to

keep paceBusiness in the lead

What business and government

should do to create a fair society?


B10. What do you think the government should do to create a more fair society?

B11. What do you think the businesses should do to create a more fair society?

Base: General Population 21

Pay a living wage

Invest in

apprenticeships

Business

70%

64%

Make housing more

affordable

Tax the wealthy

more/poorer people

less

Government

63%

60%

Total

Population

Business response

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, 27-country global total, question asked of half the sample.

.

Total

Population

23

77% 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 72% in 2015

Purpose and profits matter

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, 28-country

global total, question asked of half the sample.

24

Percent who agree that CEOs should be personally visible in discussing…

8 in10Societal issues

‣ Income inequality

‣ Public policy discussions

‣ Personal views on societal issues

7 in10Financial results

Total

Population

Personal values matter


B14. What could business leaders do to make you trust them more?

Base: All respondents who work full / part time and distrust their CEO

Total

Population

25

77% 63% 60% 53%

Their personal values The obstacles

they have overcome

Their education and how it

shaped them

Their personal

success story

Be more visibleTotal

Population

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 9-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, 28-country

global total, question asked of half the sample. [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 9-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, Australia, question asked of half the sample.

26

55%52%37%

Communicate the

company purpose

Be more accessible Involve staff more in

decisions

Talk to staff more about

decisions

35%

6560

4048 48 50

54 55 5657 58 59 60 62 62 63 64 64 64

72 73 76 76 77 77 78 79 83 8589

Glo

ba

l

GD

P 5

Ja

pa

n

Ru

ssia

Fra

nce

Sw

ede

n

Au

str

alia

S. K

ore

a

Po

land

U.K

.

Ita

ly

Ho

ng

Ko

ng

Ire

land

Ge

rma

ny

Ne

the

rla

nd

s Sp

ain

Tu

rke

y

Ca

na

da

U.S

.

S. A

fric

a

Sin

ga

po

re

Ma

laysia

UA

E

Indo

ne

sia

Bra

zil

Arg

en

tin

a

Ch

ina

India

Co

lom

bia

Me

xic

o

50%

Significant employee lack of trust

in Australia

Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust

each 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.

GDP 5 = U.S., China, Japan, Germany, U.K.

TrustedNot Trusted

Total

Population

Only 54 percent of Australians trust their employer to do the right thing

27

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, Australia, question asked of half the sample.

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customerPartnerships/

Programs to address

societal issues

Views on

industry issues

Employees most trusted

Total

Population

19

24

14

18

2427

22

26

21

26

37

2926 27

52

2321

27

20

1517

24

12 13

2624

17

2523

17

57

4

10

6

10

28

64

55

46

39

28

35

28 26

17 17

75

6055

51

40 3834 32

2623

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? General Population, Australia, question asked of half the sample.

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

Total

Population

+12 +12

29

Integrity 56 26 30

Has Ethical Business Practices 57 27 30

Takes Responsible Actions To Address An Issue Or A Crisis 55 26 29

Has Transparent And Open Business Practices 54 24 30

Engagement 55 26 29

Treats Employees Well 57 28 29

Listens To Customer Needs And Feedback 58 29 29

Places Customers Ahead Of Profits 56 24 32

Communicates Frequently And Honestly On The State Of Its Business 49 24 25

Products 43 28 15

Offers High Quality Products Or Services 54 30 24

Is An Innovator Of New Products, Services Or Ideas 32 26 6

Purpose 38 22 16

Works To Protect And Improve The Environment 44 23 21

Creates Programs That Positively Impact The Local Community 40 23 17

Addresses Society's Needs In Its Everyday Business 40 23 17

Partners With NGOs, Government And Third Parties To Address Societal Issues 30 19 11

Operations 31 23 8

Has Highly-Regarded And Widely Admired Top Leadership 36 23 13

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 27 22 5

Delivers Consistent Financial Returns To Investors 30 26 4

Trust Building

Source: 2016 Edelman Trust

Barometer Q80-95 How important is

each of the following attributes to

building your TRUST in a company?

Use a 9-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” in a company. (Top 2 Box,

Importance) Q114-129 Please rate

businesses in general on how well

you think they are performing on each

of the following attributes. Use a 9-

point scale where one means they are

"performing extremely poorly" and

nine means they are "performing

extremely well". (Top 2 Box,

Performance) General Population,

Australia

Company Importance vs. Performance %

Importance

%

Performance Gap

Total

Population

30

Lose Control

1

2

3

Business has licence to lead

on societal issues – openly

and honestly

Purpose and profits

Humanity and experience

4

5

6

Spokespeople that relate to your

audience

Trust drivers of integrity and

engagement

Income inequality

2016 Edelman Trust Barometer - Cavill + Co · 2018-04-19 · Source: 2016 Edelman Trust Barometer....

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Transcript of 2016 Edelman Trust Barometer - Cavill + Co · 2018-04-19 · Source: 2016 Edelman Trust Barometer....