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Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only

© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may

not be disclosed or reproduced without the prior written consent of Ipsos.

1

2018

Ipsos MORI Veracity Index

© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information

and may not be disclosed or reproduced without the prior written consent of Ipsos.

2Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only

Veracity Index 2018 – all professions

96%92%

89%87%

86%85%

83%78%

76%62%62%62%62%

52%48%

45%41%

40%34%

30%26%

22%19%

16%

Nurses

Doctors

Teachers

Engineers

Professors

Scientists

Judges

Members of the Armed Forces

The Police

Television news readers

Clergy/priests

The ordinary man/woman in the street

Civil Servants

Pollsters

Charity chief executives

Trade union officials

Bankers

Local councillors

Business leaders

Estate agents

Journalists

Government Ministers

Politicians generally

Advertising executives

“Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?”

% trust to tell the truth

Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018


The five most trusted professions, 2018

96%

92%

89%

87%

86%

Nurses

Doctors

Teachers

Engineers

Professors

% trust to tell the truth:

Base: 1,001 British adults aged 15+, fieldwork 12 – 21 October 2018

2017 score:

94%

91%

87%

-

85%


The five least trusted professions, 2018

30%

26%

22%

19%

16%

Estate Agents

Journalists



Ad executives



2017 score:

27%

27%

19%

17%

-


9385

80 78 77 73 7061

56

30 30 29 29

122

-100

-50

0

50

100

-1

-14 -16-26

-37-44

-51-59 -63

-100

-50

0

50

100

Net trust in professions 2018

Nurses Doctors Teachers Engi-

neers

Profe-

ssors

Scien-

tists

Judges Armed

Forces

Members

The

Police

Man/

woman

in the

street

Civil

Servants

TV

News

Readers

Clergy/

priests

Pollsters Charity

Chief

Execs

Trade

Union

officials

Local

council-

llors Bankers

Business

Leaders

Govt.

Ministers

Journ-

alists

Estate

Agents

Politic-

ians

Ad

Execs


Net trust = % trust to tell the truth - % do not trust to tell the truth


Key movers in public trust over time

0

25

50

75

100

1983 1988 1993 1998 2003 2008 2013 2018


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

Doctors – 92% (+10 ppt since 1983)Teachers – 89% (+10 ppt since 1983)Professors – 86% (+16 ppt since 1993Scientists – 85% (+22 ppt since 1997

The Police – 76% (+17 ppt since 1983)

Clergy/Priests – 62%

(-23 ppt since 1983)

Civil Servants – 62%

(+37 ppt since 1983)

Trade Union officials – 45%

(+27 ppt since 1983)

Bankers – 41% (+12 ppt since 2011)

Journalists – 26% (+7 ppt since 1983)


All Veracity data, 1983 - 2018

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 2017 2018

Nurses Doctors Teachers Professors Judges

Scientists Clergy/Priests The Police TV news reader Ordinary Man/Woman in the street

Civil Servants Pollsters Trade Union Officials Local Councillors Business Leaders

Bankers Managers in Local Gov Journalists Government Ministers Politicians Generally

Managers in the NHS Lawyers Charity Chief Executives Estate agents Engineers*

Armed Forces Members* Ad Executives*


*: This profession listed for the first time in 2018

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


Ipsos MORI Veracity Index 2018Base: 1,001 British adults aged 15+, fieldwork 12 - 21 October 2018

The social and demographic drivers of trust

The Social Trust Index6.7

5

6.1

2

6.0

2

6.0

1

5.9

5

5.8

8

5.8

6

5.8

2

5.5

5

5.4

9

5.4

2

5.3

8

5.3

6

5.3

6

5.3

6

5.3

2

5.2

2

5.1

6

5.1

6

5.1

5

5.0

2

5.0

0

4.9

7

4.9

6

4.9

1

4.8

8

4.8

6

4.8

2

4.7

8

4.6

5

4.4

4.1

3

4.0

4

3.8

5

3.8

5

3.7

8

3.6

1

3.2

9

2.6

3

2.3

4

Gen

era

tio

n Z

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ain

vo

ter

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nn

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en

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tio

n

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ho

use

on

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e

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So

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1

So

uth

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In w

ork

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/liv

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as

Sin

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ew

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ter

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read

er

Su

bu

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Male

Mid

lan

ds

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den

t

To

tal

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ale

GC

SE/O

Level ed

uca

tio

n

Pre

War

gen

era

tio

n

So

cial G

rad

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2

Ow

ner

occ

up

ier

Gen

era

tio

n X

No

t w

ork

ing

Ru

ral d

weller

Mid

Mark

et

pap

er

read

er

Vo

ted

Leave

Bab

y B

oo

mer

gen

era

tio

n

No

rth

En

gla

nd

resi

den

t

No

fo

rmal q

ualifica

tio

ns

So

cial g

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E

So

cial R

en

ter

Wid

ow

ed

/div

orc

ed

The social trust index is the average number of professions

trusted minus the average not trusted per group


Trust in professions by party support

Nurses

Doctors

Teachers

Engineers

Professors

Scientists

Judges


The Police


Clergy/priests


Civil Servants

Pollsters



Bankers

Local councillors

Business leaders

Estate agents

Journalists




Conservative supporters

Labour supporters




Conservative Labour

98% 96%

95% 93%

89% 90%

91% 88%

85% 89%

83% 88%

90% 82%

85% 73%

83% 73%

74% 61%

72% 60%

66% 65%

56% 70%

58% 54%

44% 52%

29% 61%

45% 36%

39% 41%

43% 35%

37% 29%

24% 31%

25% 21%

22% 18%

16% 15%


Trust in professions by referendum vote

Nurses

Doctors

Teachers

Engineers

Professors

Scientists

Judges


The Police


Clergy/priests


Civil Servants

Pollsters



Bankers

Local councillors

Business leaders

Estate agents

Journalists




Remain Leave




Remain Leave

97% 96%

96% 89%

92% 85%

93% 87%

90% 83%

90% 82%

89% 79%

78% 81%

81% 73%

67% 66%

63% 63%

66% 63%

67% 55%

58% 46%

53% 39%

51% 38%

35% 42%

46% 30%

36% 32%

28% 30%

30% 23%

24% 16%

22% 14%

13% 14%


Trust in professions by educational attainment

Nurses

Doctors

Teachers

Engineers

Professors

Scientists

Judges


The Police


Clergy/priests


Civil Servants

Pollsters



Bankers

Local councillors

Business leaders

Estate agents

Journalists




Degree holder

Non-degree holder




Degree No degree

96% 96%

93% 91%

90% 88%

91% 85%

89% 84%

90% 82%

86% 81%

78% 78%

82% 74%

64% 62%

62% 62%

67% 59%

67% 59%

58% 48%

54% 45%

48% 44%

34% 45%

48% 36%

39% 32%

24% 33%

34% 22%

26% 20%

22% 17%

16% 16%

www.ipsos-mori.com/

Veracity Index 2018 | November 2018 | Version 1 | Internal Use Only 12

Gideon Skinner

Research Director

[email protected]

@gideonskinner

Michael Clemence

Research Manager

[email protected]

@mwclemence

http://www.ipsos-mori.com/ipsosconnect

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