a crisis of trust?

© Ipsos 1

BEN PAGE

A CRISIS OF TRUST?

CHIEF EXECUTIVE, IPSOS MORI

2© Ipsos

CRISIS OF THE ELITES?

My government does not prioritise the interests of people like me 71%

Economy rigged for advantage of the rich and powerful 76%

Feel like a stranger in my country 46%

Don’t identify with what my country has become 59%

Experts don’t understand my life 69%

Wish we had a strong leader not current elected government 58%

3© Ipsos

CRISIS OF THE ELITES? – TRUST IN ...

International institutions 38%

Banks 36%

Justice system 36%

Big companies 32%

The government 24%

Political parties 16%

The media 7%

© Ipsos 4

Level of trust in

organisations to

treat you fairly

BUT TRUST IS

MULTIFACETED

29%

36%

39%

40%

47%

47%

48%

48%

49%

51%

52%

57%

59%

69%

51%

55%

49%

46%

44%

39%

41%

39%

43%

38%

34%

30%

30%

24%

Foreign governments

Your national government

Insurance companies

Credit card companies

Telecommunications companies

Social media sites

Broadband and cable service suppliers

Pharmaceutical companies

Banks

Public sector healthcare providers

Private sector healthcare providers

Shipping/delivery companies

Retailers selling goods and services

Supermarkets

Trusted Not trusted

Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 - see www.ipsosglobaltrends.com

© Ipsos 5

Trust that personal

information is

used correctly

BUT TRUST IS

MULTIFACETED

22%

31%

34%

35%

36%

37%

37%

38%

38%

39%

42%

44%

46%

47%

57%

55%

51%

50%

49%

48%

46%

46%

47%

43%

41%

41%

39%

41%

Foreign governments

Social media sites

Your national government


Insurance companies







Supermarkets


Banks

Trusted Not trusted


© Ipsos 6

Personal

experience of

products / services

versus promises

in advertising

BUT TRUST IS

MULTIFACETED

31%

30%

27%

25%

25%

22%

18%

17%

17%

14%

14%

13%

13%

12%

11%

13%

14%

11%

15%

12%

14%

14%

15%

18%



Insurance companies


Banks






Social media sites

Supermarkets

Better Worse


7Veracity Index 2016 | December 2016 | Version 1 |

A real crisis in trust? – no change overall

0

25

50

75

100

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Nurses* Doctor Teacher Judges Scientists

Clergy/Priests The police TV news reader Ordinary Man/Woman in the street Civil Servants

Pollsters Economists* Trade Union Officials Local Councillors Business Leaders

Managers in Local Gov Journalists Government Ministers Politicians Generally Managers in the NHS

Lawyers Hairdressers Builders Charity Chief Executives Estate agents

% trust to tell the truth:

*: This profession listed for the first time in 2016

Base: c. 1,000 British adults aged 15+ per year

8Veracity Index 2016 | December 2016 | Version 1 |

Rising trust in scientists over last 20 years

85

69

57

65

25

56

18

43

63

80

33

0

25

50

75

100

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Clergy/Priests (-16 ppt) Ordinary Man/Woman in the street (+8 ppt) Civil Servants (+31 ppt)Trade Union Officials (+25 ppt) Scientists (+17 ppt) Business leaders (+8 ppt)

Base: c. 1,000 British adults aged 15+ per year

9Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)

How well informed

Base: 1109 (adults aged 16-75 in the UK); dates: 16/8/17 - 17/8/17 49%

42%

54%

58%

59%

36%

56%

56%

47%

49%

47%

55%

51%

DE

C2

C1

AB

Degree

No qualifications

Pre-war

Baby Boomer

Gen X

Gen Y

Female

Male

Overall

do you feel, if at all,

about scientific research

and developments

related to your health?

% very/fairly well informed


Who is and isn’t trusted on medical science…..

Base: 1109 (adults aged 16-75 in the UK); dates: 16/8/17 - 17/8/17

-8%

9%

32%

68%

71%

Scientific reports in newspapers

Scientific reports from pharmaceutical and biotech

companies

Scientific reports from independent health care providers

Scientific reports from academic institutions

Scientific reports from the NHS

% net trust (trust minus distrust)


What drives trust in scientific reports?


3%

7%

7%

26%

29%

34%

What I hear about the report on social media

What my friends/family say about it

What I hear about the report in the media

What NHS staff say about it

The subject matter of the report

The organisation which published which published the

report

% mentioning


What would make you trust a scientific report?

-26%

-17%

-5%

-3%

34%

49%

70%

76%

Written by person/organisation you you haven't heard of before

Has been shared a lot on social media

Written on a topic you don’t know much about

Has been shared on social media by people you trust

Is reported by a wide range of media organisations

Is reported by a reputable media organisation

Written on a topic I know a lot about

Written by person/organisation you trust



Thank you.Ben Page

Email: [email protected]

Twitter: @benatipsosmori

a crisis of trust?

Health & Medicine