2012 EDELMAN TRUST BAROMETER UK RESULTS

c

c IN THE UK, TRUST IN GOVERNMENT & BUSINESS DECLINES TRUST IN INSTITUTIONS - UK

BUSINESS

44%

38% 38%

NGOs

GOVERNMENT

MEDIA

43%

38%

29%

22%

37%

32%

51% 54%

42%

2011 Informed Public

2012 Informed Public

2012 General Public

c GOVERNMENT TRUST DECLINES IN THE UK

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right 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, Trust) Informed Publics ages 35-64 in U.K. Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? General Population in the UK

16%

34%

41%

35%

39%

31%

35%

40% 38%

43%

38%

10%

20%

30%

40%

50%

60%

70%

80%

2007 2008 2009 2010 2011 2012

+18 adults

UK IS

HEADING

ON

25%

68%

right track

wrong track

66% DO NOT TRUST UK GOVERNMENT LEADERS AT ALL TO TELL THE TRUTH

c

Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all

important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in the U.K.;

Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are

performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in the U.K.

GAP

WIDE CHASM BETWEEN EXPECTATIONS & DELIVERY

Government Importance

Government Performance

-59

-58

-58

-58

-41

-38

-40

-24

71%

69%

69%

68%

52%

49%

49%

33% 9%

9%

11%

11%

10%

11%

11%

12% EFFECTIVE MANAGES THE FINANCIAL

AFFAIRS OF THE COUNTRY

LISTENS TO CITIZENS‟ NEEDS AND FEEDBACK

COMMUNICATES FREQUENTLY & HONESTLY

HAS TRANSPARENT & OPEN PRACTICES

PROVIDES NATIONAL TRAINING

PROGRAMMES TO CREATE

EMPLOYMENT OPPORTUNITIES

WORKS TO PROTECT &

IMPROVE THE ENVIRONMENT

CREATES INNOVATIVE PROGRAMMES THAT

POSITIVELY IMPACT LOCAL CONSUMERS

PARTNERS WITH BUSINESS NGOS & THIRD

PARTIES TO ADDRESS SOCIETAL ISSUES

c

Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action 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, Very/ Extremely Important) General Population in the United Kingdom (excludes „Don‟t Know‟ responses);Q103-118. Please rate [INSERT COMPANY] 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”. (Top 2 Box, Performing Very/ Extremely Well) General Population in the United Kingdom

GAP

PEOPLE WANT COMPANIES TO BE MORE SOCIALLY & ENVIRONMENTALLY RESPONSIBLE

Business Importance

Business Performance

69% LISTEN TO CUSTOMERS NEEDS OR FEEDBACK

28%

18%

45%

23%

22%

20%

24%

19%

23%

20%

17%

65%

65%

64%

62%

61%

59%

56%

44%

44%

41%

PLACES CUSTOMERS AHEAD OF PROFITS

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

TAKE RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS

TREATS EMPLOYEES WELL

HAS TRANSPARENT & OPEN BUSINESS PRACTICES

HAS ETHICAL BUSINESS PRACTICES

COMMUNICTES FREQUENTLY & HONESTLY ON THE STATE OF ITS BUSINESS

ADDRESSES SOCIETY‟S NEEDS IN ITS EVERYDAY BUSINESS

WORKS TO PROTECT & IMPROVE THE ENVIRONMENT

CREATES PROGRAMMES THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES

-41

-47

-20

-41

-40

-41

-35

-37

-21

-24

-24

c

73%

60%

56%

55%

55%

52%

39%

30%

Academic or expert

A person like yourself

Technical expert in the

company

Financial or industry analyst

Regular employee

NGO representative

Government official or

regulator

CEO

72%

71%

52%

42%

39%

39%

35%

32%

Technical expert in the

company

Academic or expert

NGO representative

Government official or

regulator

CEO

Financial or industry analyst

A person like yourself

Regular employee

2012 2011

Q119-126. [TRACKING] 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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in the U.K.

WHO DO WE TRUST?

+ 25

+ 23

TRADITIONAL

c

+ 16

+ 7

+ 7

Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in the U.K.

TRUST IN INFORMATION SOURCES – U.K.

DIVERSIFICATION OF MEDIA

SOCIAL MEDIA

CORPORATE ONLINE MULTIPLE

SOURCES

16% 32%

14% 24% 5% 12%

3% 10% 2011 Informed Public

2012 Informed Public

+ 10

c A TALE OF TWO MEDIAS – SERIOUS & ENTERTAINMENT

Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right 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”. Base: All respondents, 2,101 UK adults 18+ surveyed online Jan 6-8 2012, nationally representative (StrategyOne UK research)

tv &

radio news broadsheet

online news

sources

mid market

newspapers

social media

tabloid newspapers

58%

47%

39%

26%

18% 14%

-19%

-26% -30%

-45%

-56%

-68%

trust

distrust

c UK SUMMER RIOTS CAUSED A DECLINE IN

TRUST OF IMPORTANT PUBLIC STAKEHOLDERS

DESPITE THE MAJORITY CLAIMING THAT THE RIOTS DID NOT HAVE ANY IMPACT ON THEIR

LEVELS OF TRUST, THEY DID HAVE A NEGATIVE IMPACT ON SOME – IN PARTICULAR, OVER A

THIRD HAVE LESS TRUST IN POLITICIANS (36%), 30% HAVE LESS TRUST IN YOUNG

PEOPLE, AND 27% HAVE LESS TRUST IN THE METROPOLITAN POLICE

Last summer saw rioting occur across Britain. As a result of everything you saw and read about the riots, how has this

impacted your level of trust in the following groups of people. Base: All respondents, 2101 UK adults 18+ surveyed online Jan 6-8 2012, weighted to be nationally representative (StrategyOne UK research)

4%

-30%

YOUNG PEOPLE

UNDER 25

4%

-36%

POLITICIANS

FROM ALL

MAJOR

UK PARTIES

10%

-27%

METROPOLITAN

POLICE

c MOST BRITS OPTIMISTIC

ABOUT THE 2012 OLYMPICS

OVER 4 OUT OF 10 UK ADULTS THINKS

LOCOG WILL DELIVER A SUCCESSFUL OLYMPICS THAT THE UK PUBLIC CAN BE

PROUD OF. HOWEVER, A FIFTH (22%) DO NOT AGREE WITH THIS AND OVER A

THIRD (36%) ARE STILL UNDECIDED

Do you trust the London 2012 Organising Committee (LOCOG) to deliver a 2012 Olympics that is successful and that the UK public can feel proud of? Base: All respondents, n2,101 (StrategyOne UK research)

42%

22%

36% Yes

No

Don't know

27%

29%

45%

SCOTLAND IS THE

MOST „DOUR‟ ABOUT

THE PROSPECTS OF

THE OLYMPICS BEING

A SUCCESS, ONLY A

QUARTER (27%)

SAY YES, VS 42% UK

AS A WHOLE