edelman trust barometer 2016 - uk results

United Kingdom

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‣ 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

‣ 1,000 General Online Population‣ 250 Low Income Households‣ 100 High Net Worth individuals

Online Survey in 28 Countries

Mass Population

‣ All population not including Informed Public

‣ Represents 85% of total global population

2

UK Supplement Survey

UK data for 2016 Trust Barometer included an October 2015 wave of 1,150 General Online Population including Informed Publics, a January 2016 wave of 1,000 General Online Population plus additional boosts for 250 Low Income Households and 100 High Net Worth individuals. A total of 2,500 were conducted

63

51

31

28

28

12

46

43

14

22

30

6

Trust Matters

3

Percent who engage in each behavior based on trust

Behaviors for Distrusted Companies Behaviors for Trusted Companies

Refused to buy products/services

Criticized companies

Paid more than wanted

Shared negative opinions

Disagreed with others

Chose to buy products/services

Recommended them to a friend/colleague

Paid more

Shared positive opinions

Defended company

Bought shares

General Population

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, questions 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, UK total, question asked of half the sample.

most trusted content creators: #1

Friends and Family

most trusted media source: #1

Traditional Media

Bought shares

1 State of Trust

46 4433 34

50 4636 36

51 52

38 43

61 6052 55

Trust Is Rising Across All Institutions in The UK

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, U.K.

5

Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016

Informed Public

General Population

NGOs Business Media Government

+10 +8 +14 +12

2015 2016

+4 +2 +3 +2

61

67

51

61

52 5146

50

38

4742 43

55

29

37 36 34 36

2012 2013 2014 2015 2016

38

56 5652

60

38

4945 44 46

2012 2013 2014 2015 2016


6

Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

37

47

4138

52

32

36 37

3336

NGO’s

Government

Media

Business

Trust Levels In The UK Are Now At Post-Recession HighsInformed Public

GeneralPopulation

55 Global 60 Global82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia

84 UAE79 India78 Indonesia75 China65 Singapore64 Netherlands

49 Ireland47 Turkey46 Sweden42 Poland42 Russia41 Japan

48 Italy48 S. Africa47 Hong Kong47 S. Korea46 U.K.45 Argentina45 Poland45 Russia45 Spain45 Sweden40 Turkey37 Ireland37 Japan

58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea

59 Brazil59 Mexico56 Malaysia53 Canada52 Australia52 France52 U.S.50 Germany

Trust Index:Informed Public Drives ReboundAverage trust in institutions,Informed Public, 2015 vs. 2016

2015 2016Informed Public trust up 5 points

Trusters from 22% in 2015 to 39% in 2016

Distrusters from 48% in 2015 to 21% in 2016

Trusters

Neutrals

Distrusters

7

The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.


49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico

82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia

56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil58 Brazil

58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea

Trust Index:General Population LagsAverage trust in institutions, Informed Public vs. General Population, 2016

Nearly 6 in 10 countries are

distrusters among the General Population


InformedPublic

GeneralPopulation

60 Global 50 Global

8

Trusters

Neutrals

Distrusters

49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico 57 Mexico

55 Canada55 Colombia52 Netherlands50 Argentina50 Malaysia

48 Brazil47 Australia47 Italy46 Hong Kong45 U.S.44 S. Africa44 Spain42 Germany40 S. Korea40 U.K.39 France39 Ireland39 Russia39 Turkey38 Japan36 Sweden34 Poland

71 China65 UAE62 India62 Indonesia62 Singapore

56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 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


GeneralPopulation

MassPopulation

50 Global 48 Global


82 China78 India74 UAE72 Mexico72 Singapore70 Indonesia64 U.S.63 Australia63 Canada62 Netherlands61 Colombia58 Brazil58 Italy58 Malaysia57 U.K.55 France54 S. Africa53 Argentina53 Spain52 Hong Kong51 Germany50 S. Korea

InformedPublic

60 Global For the mass population, the

global index falls into distruster territory

9

Trusters

Neutrals

Distrusters

2 An Opportunity for Business

Better Performance and More Competent Leadership Drives Trust Amongst Informed Publics

11

Reasons why trust in business has increased in the last year

3%

10%

17%

28%27%25%

40%

19%

13%15%

3%

Informed Public Mass

Less corruption or fraud

Increased transparency

Better regulations or control

Better performance or more competent leaders

The right incentives in place

Don’t know

JAN

General Population

Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?

Corruption, Fraud, and Wrong Incentives Driving Distrust In Business

12

Reasons why trust in business has decreased in the last year

28% 29%

8%11%11%

16%

3%

12%

50%

28%


Corruption or fraud

Transparency issues

Lack of regulation or control

Poor performance or incompetence

Wrong incentives driving business decisions (such as too much focus on bonuses/ compensation)

Don’t know

JAN

General Population

Source: UK Supplement, Which of the following is the main reason why your trust in business [decreased / increased] over the last year?

51 52

38 43

61 6052 55

46 4433 34

50 4636 36


+10 +8 +14 +12

+4 +2 +3 +2

Business is in A Position of Strength – Closing NGOs Long-Held Lead In Trust


13

Percent trust in the four institutions of, 2015 vs. 2016

Informed Public

General Population

2015 2016

51 52

3843

61 6052

5560

69 66

54

46 44

33 34

50 48

36 36

49

5954

59


Business Most Trusted to Keep Pace

14

Percent trust, and percent who trust each institution to keep up with the changing times, 2016

Informed Public

General Population

Trust2016

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, UK total.

Business in the lead

Trust2015

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, UK total, question asked of half the sample..

80% 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 74% in 2015

General Population

15

Purpose Impacts TrustPercent who cite each as a reason for why their trust in business has increased or decreased

Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, U.K.

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces economic growth

Contributes to the greater good

Provides a range of public services

Fails to contribute to the greater good

Does not have good leadership

Lacks economic growth

52%

37%

34%

55%

33%

32%

General Population

16

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.

Societal Expectations Vary

17

Most important issue for business to address in each country

Canada

Brazil

GermanyFrance

ChinaU.S.

Poland

Argentina

Sweden

Mexico

U.K.IrelandNetherlands

Turkey

Singapore

Hong Kong

MalaysiaColombia

Japan

Australia

Russia

S. KoreaItaly

Spain

Indonesia

UAE

S. Africa

India

General Population

R

I

IE

E

R

H

E

EE

EE

P

P

E

H

P

E

H

H

H

E

E

E

E

E

P

I

H

E

I

3 Leadership

6259

54 5246 48

2831

27

66 66

56 5552

47

40 38 36

Peers, Employees More Credible than Leaders

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, U.K., question asked of half the sample.

19

Percent who rate each spokesperson as extremely/very credible

+12 +9

Technical Expert

Academic Expert

A person like

yourself

Financial Industry Analyst

Employee CEONGO representative

Board of Directors

Government official/regul

ator

CEO credibilityincreased the most

General Population

2015 2016

CEO Focus Misplaced

20

Percent who agree with each statement about CEOs

Focus on short-term financial results

Lobbying

Too Much

71%

50%

Positive long-term impact

Job Creation

Not Enough

59%

67%

General Population

Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can be trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, U.K.

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, Visible) General Population, UK total, question asked of half the sample. 21

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

47%

60%61%

76%

Their education and how it shaped them

Their personal success story

The obstacles they 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 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, UK total, question asked of half the sample.

Percent who agree that each type of information is important in building trust in a CEO

via company communications or conferences is 14% more important than media engagement

General Population

22

Direct Engagement

Industry 2012 2013 2014 2015 20165 yr.

Trend

Technology 71% 71% 74% 72% 69% 2

Food & Beverage 64% 68% 70% 68% 64% 0

Consumer Packaged Goods 55% 61% 63% 63% 59% 4

Telecommunications 51% 57% 57% 56% 52% 1

Pharmaceutical 49% 50% 52% 50% 47% 2

Automotive 55% 61% 64% 63% 45% 10

Energy 29% 37% 31% 37% 43% 14

Financial Service 29% 35% 37% 36% 41% 1220%

30%

40%

50%

60%

70%

80%

Sector Trends:Financial Services Rebounds

Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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, Trust) General Population, U.K.

*From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.

Trust in each industry sector, 2012 - 2016

2012 2013 2014 2015 2016

General Population

23

4 Trust Inequality

41

53 52

46

57

34

41 4037

40

2012 2013 2014 2015 2016

A Trust Chasm Has Been Growing In The UK Over The Last Five Years Between Informed Publics And The Mass Population

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, U.K.

25

Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed

Public

MassPopulation

17pt

Gap

7pt

Gap

10

40 44

19

51

2534

56

10

Income Levels Split Opinion About 2016 – Low Income 4 Times More Likely to Say Things Will Get Worse than the High Net Worth

Source: UK Supplement, Q15. Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will getbetter, get worse or stay the same over the course of 2016? Low income households (n250), General population (n1000), High net worth (n100)

26

Standard of living over the course of 2016

Low income households

General population

High net worth

My standard of living will get better

My standard of living will stay the same

My standard of living will get worse

JAN

2029

4031

3723

4740

13

And Looking Further Into The Future, The High Net Worth Get More, The Lower Income Will Get Less

Source: UK Supplement, Q16. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? Low income households

27

Economic prospects for yourself and your familyLow income households

General population

High net worth

Better off About the same as today

Worse off

JAN

44

35 3426

44 43

3237

54

67

4654


Business Sees Huge Trust Advantage Among High Net Worth, and Government is Very Low Among Those with Lower Income

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) Low income households (n250), General population (n1000), High net worth (n100) 28

Percent trust in the four institutions of government, business, media and NGOs Low income households

General population

High net worth

JAN

10 pointgap

32 pointgap 12 point

gap28 point

gap

4 Trust In Politics, Parties AndLeaders

37%41%

31% 29%

38%

23% 22%

36% 36%

25% 27%

36%

20%15%

38%

31%

23%19%

29%

22%16%

Conservatives Labour Liberal Democrats UKIP Green Party Scottish National Party Plaid Cymru

201420152016

Trust remains steady for the Conservatives and evaporates for the other parties

30

Trust in political parties to do what is right

Source: UK Supplement, Q14. Please indicate how much you trust each of the following political parties 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. General populations

JAN

General Population

Wales35%

Scotland45%

33%

43%

33%27% 25%

13% 11%

34%39%

29%23%

28%

20%16% 14%

40%37%

18% 18%21%

28%

19%16%

David Cameron Boris Johnson Ed Miliband / Jeremy Corbyn

Nick Clegg / Tim Farron

Nigel Farage Nicola Sturgeon Natalie Bennett Leanne Wood

201420152016

David Cameron steals the lead from Boris Johnson at a national level leaving the opposition leaders struggling

31

Trust in POLITICAL LEADERS to do what is right

Q15. Please indicate how much you trust the following political leaders to do what is right using 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. General populations

JAN

General Population

Wales37%

Scotland51%

Some confusion over the Lib Dem leaders, Corbyn less well known in lower income homes (comparable with Farrage)

32

Unprompted naming of leaders of UK political parties

Source: UK Supplement Q18. We’ like you to think about the politicians that lead some of the UK’s political parties. Without looking them up or askingsomeone else, please tell us the name of the leader of each of the following political parties. Please type their name against each party or leave blank if you’re not sure.

84%

18%

62%

61%

10%

14%

50%

86%

18%

71%

68%

9% 14%

55%

89%

37%

81%

80%

13% 22

%

71%

David Cameron Tim Farron Jeremy Corbyn Nigel Farrage Leanne Wood Natalie Bennett Nicola Sturgeon

13%

13%

9%

Nick Clegg

4% 5%1%

Ed Milliband

Low income households

General Population

High net worth

JAN

Of Our Political Leaders, There’s Not One That Represents More Than One Third of Society

33

Most trusted political leaders: represents someone like me

Source: UK Supplement, Q17. Please indicate how much you trust the following political leaders to communicate honestly using 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”. q18: Please indicate how much you trust the following political leaders to speak their mind using 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 General population

JAN

29%

32%

24%

15%

24%

23%

21%

13%

Boris Johnson

David Cameron

Jeremy Corbyn

Tim Farron

Nigel Farage

Nicola Sturgeon

Natalie Bennett

Leanne Wood

General Population

40%

46%

14%

46%

41%

14%

48%

35%

17%

The UK to remain part of the European Union

The UK to leave the European Union

Don’t know

2014 2015 2016

Steady increase with the UK remaining part of the EU – The Informed Public are significantly more in favour

34

UK and the European union

Source: UK Supplement Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the European Union or the UK to remain part of the European Union. General populations Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union. General populations

JAN

General Population

34%

47%

19%

61%

26%

13%

The UK to remain part of the European Union

The UK to leave the European Union

Don’t know

Low income

Informed Public

Honest Communications And Management Of Refugees And Migrants Essential For Gaining Trust In 2016

Source: UK Supplement Q10. Which of the following, if any, do you think will make you trust government in general more in 2016?

35

What will make you trust government more in 2016?

22%

36%

16%

10%8%

10%

23%19%18%

13%

46%44%

16%14%

22%

16%16%14%

32%34%


Increased regulation on immigration

The continuation of ‘austerity measures’

Increased regulation on data privacy

Address unemployment

Political developments in Europe

Honest communications

Politicians speaking their mind

Addressing global issues

Political developments in Europe

Management of refugees and migrants

JAN

4 Trust In Media

Traditional Media Most Trusted News Source Amongst Informed Publics

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, 25-country global total.

*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”

Percent trust in each source for general news and information

37

Informed Public

43%

49%

62%

70%

Owned media

Hybrid media

Online search engines

Traditional media

JAN

The Public Want More Trustworthy Information About BusinessAnd The World Around Them

Source: UK Supplement, Q12. Thinking specifically about traditional media how much to you agree or disagree with the following statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news) 38

82%

78%

59%

59%

57%

42%

37%

We all need more trustworthy information about business and the world around us

There is a lot of bad news in the world and I want to be sure I am getting reliable information about it

More modern media such as social media seem less trustworthy than sources I grew up with

We can rely less and less on the government to provide news and information for us

Compared to newer forms of media, I find traditional media more reliable and trustworthy

I think that social media is really just a way of accessing traditional media

The media’s conduct and ethics are less of an issue than in recent years

JAN

General Population