2018 Edelman Trust Barometer Global Deck · Journalism is an average of traditional media and...

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Winston Peters and Jacinda Ardern/TPPA protest © Stuff Limited

#TrustBarometerNZ

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Methodology

2018 Edelman

Trust Barometer

Online Survey in 28 Countries

18 years of data

33,000+ respondents total

All fieldwork was conducted between

October 28 and November 20, 2017

Survey in New Zealand

3 years of data

1,000+ respondents each year

New Zealand fieldwork was conducted in 11th-21st

November, 2017

General Online Population

7 years in 25+ countries

Ages 18+

1,150 respondents per country

1,150 respondents in New Zealand

All slides show general online population data unless otherwise noted

Mass Population

All population not including informed public

Represents 85% of total global population

1,065 in New Zealand

Informed Public

10 years in 20+ countries

Represents 15% of total global population

500 respondents in U.S. and China; 200 in all other global study countries

158 in New Zealand

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

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+), half-sample global general online

population +/- 0.8 (N=16,100).

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), New Zealand +/- 4.4

(N=1,150).

Source: 2018 Edelman Trust Barometer.

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

of government, business, media and NGOs. General population,

28-country global total, New Zealand General Population (n=1,150).

Global totals exclude New Zealand figures.3

Average trust in institutions,

general population, 2017 vs. 2018

Trust Index

A World of

Distrust

47 Global

72 India

69 Indonesia

67 China

60 Singapore

60 UAE

53 The Netherlands

52 Mexico

52 U.S.

50 Colombia

49 Canada

48 Brazil

48 Italy

48 Malaysia

45 Argentina

44 Hong Kong

44 Spain

43 New Zealand

43 Turkey

42 Australia

42 S. Africa

41 Germany

40 France

40 U.K.

38 S. Korea

37 Sweden

36 Ireland

35 Japan

35 Poland

34 Russia

Trust

(60-100)

Neutral

(50-59)

Distrust

(1-49)

48 Global

74 China

71 Indonesia

68 India

66 UAE

58 Singapore

54 Mexico

54 The Netherlands

53 Malaysia

49 Canada

47 Argentina

47 Colombia

47 Spain

46 Turkey

45 Hong Kong

44 New Zealand

44 Brazil

44 S. Korea

43 Italy

43 U.S.

41 Germany

41 Sweden

40 Australia

40 France

39 Poland

39 U.K.

38 Ireland

38 S. Africa

37 Japan

36 Russia

2017General Population

2018General Population

Global Trust Index remains at distruster level

20 of 28 countries are distrusters, up 1 from 2017

Biggest changes in

U.S. -9

China +7

S. Korea +6

UAE +6

Italy -5

Trust decline in the U.S. is

the steepest ever measured

Source: 2018 Edelman Trust Barometer. TRU_INS. 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, 28-country global total, New Zealand General Population (n=1,150).

4

New Zealanders have most trust in Government

Informed Public’s trust in institutions drops

significantly

General

Population

Business MediaNGOs Government

53 52

41 43

53 52

43 4351

47 46

29

48 4751

31

0 0 +2 0-3 0 +5 +2

20182017

Y-to-Y Change− +0

NZ 2018NZ 2017

67 65

53 53

64 64

53 53

75

66 63

42

5652

57

38

-3 -1 0 0

Informed

Public -19 -14 -6 -4

Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;

INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert

institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust

Mandates Analysis, please refer to the Technical Appendix.5

Each Institution

Plays a Different Role

With different

mandates on

which to build

trust

NGOsProtect privacy of information

Be the guardian of fairness and equality

Uphold the Kiwi way of life

BusinessProtect privacy of information

Foster prosperity

Provide job opportunities and

development

GovernmentProvide infrastructure

Foster prosperity

Uphold the Kiwi way of life

MediaEducate people

Check and balance other institutions

Protect privacy of information

Media and trust building mandates

6

Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with

that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half

of the sample. General population, 28-country global total, New Zealand General Population (n=575).

7

Percent who agree that they…

Uncertainty Over

Real vs. Fake News

64%

The average person does not

know how to tell good journalism

from rumour or falsehoods

53% It is becoming harder to tell if a

piece of news was produced by a

respected media organisation

Global:

63%

Global:

59%

Can’t recognise

journalism from rumourCan’t recognise

respected sources

Source: 2018 Edelman Trust Barometer. News Engagement

Scale, built from MED_SEG_OFT. How often do you engage in

the following activities related to news and information? Indicate

your answer using the 7-point scale below. General population,

28-country global total. For details on how the News Engagement

Scale was built, please refer to the Technical Appendix.

NB: Numbers for New Zealand do not sum to 100% due to

rounding8

ConsumptionHow frequently do you consume news

produced by major news organisations,

either at the original source, shared by

others or pushed to you in a feed?

Half the population is

disengaged with news

AmplificationHow often do you share or forward news

items, or post opinions or other content?

54%

The DisengagedConsume news

less than weekly

32%

ConsumersConsume news

about weekly

or more

13%

AmplifiersConsume news about

weekly or more AND

share or post content

several times a month

or more

50%

The Disengaged25%

Consumers

25%

Amplifiers

Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with

that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half

of the sample. General population, 28-country global total, New Zealand General Population (n=575).

9

Percent who agree that news

organisations are overly focused on …

Sceptical About

News Organisations

69%

are more concerned

with attracting a big

audience than reporting

Attracting

Large Audiences

48%

support an ideology vs.

informing the public

Politics

64%

sacrifice accuracy to be

the first to break a story

Breaking News

Global:

66%

Global:

65%

Global:

59%

59% 56% 42%

Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those who

answered codes 1-3 at MED_RSP. General population, 28-country global total, New Zealand General Population (n=365).

10

Percent of respondents who feel they are experiencing these consequences as a result of media

not fulfilling its responsibilities

Media Seen To Be Undermining Trust Across Institutions

I am not sure what is true

and what is not

Loss of Truth

I do not know which politicians to trust

Loss of Trust

in Government Leaders

I don't know which companies

or brands to trust

Loss of Trust

in Business

62% 42% 38%

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People see media

as both content

and platforms

What did you assume was meant by

the phrase “media in general”?

Source: 2018 Edelman Trust Barometer. TRU_MED. In the above

question, what did you assume was meant by the phrase “media in

general”? General population, 28-country global total, New Zealand

General Population (n=1,150). Social is a net of TRU_MEDr3 and

r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11,

Journalists is a net of r1 and r6, News Apps is r8.

PLATFORMS

PUBLISHERS

16%39%

SearchSocial

38%News

Apps

19%

Influencers

95%

Journalists

37%

Brands

Source: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. General population, 25-country global total, New Zealand General Population (n=1,150).

Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.12

Percent trust in each source for general news

and information, 2012 to 2018

Trust in Journalism Outpaces Trust in Platforms

in New Zealand

Platforms

+1

Journalism

+1646

41

57

41

36 37

2016 2017 2018

Average trust in search engines

and social media platforms

Average trust in traditional

and online-only media

7067

54

48 47 4744

4137 35

31

+11 +9 +11 +10 -4 +4 +5 +13 +10 +10 N/A

Source: 2018 Edelman Trust Barometer. CRE_PPL. 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),

question asked of half of the sample. New Zealand General Population (n=575).

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Percent who rate each spokesperson as very/extremely credible,

and change from 2017 to 2018

Who are the most trusted spokespeople?

− Y-to-Y Change+0

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Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is

a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the

following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5-

point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New

Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.14

Top six trust-building mandates for

media, and percent who say the

media is performing well or very

well against them

The Mandates:

Media is Failing to

Meet Expectations

Trust-Building Mandates

Support

as a Mandate

Guard information quality 63%

Educate people on important issues 59%

Investigate wrongdoing 57%

Ensure people have information they

need to make good life decisions 51%

Protect privacy and personal

information 51%

Provide society with entertainment 42%

Mandate

Performance

26%

46%

44%

40%

22%

61%

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NGOs and Trust Building Mandates


a list of potential expectations or responsibilities that a social institution might have. Thinking about NGOs in general, how would you characterize each using the

following three-point scale. INS_PER_MED. How well do you feel NGOs are currently meeting this obligation to society? Please indicate your answer using the 5-



NGOs have

potential to step up

Top six trust-building mandates

for NGOs, and percent who

say NGOs are performing well

or very well against them


Support

as a Mandate

Protect people’s privacy and

personal information 48%

Ensure even the poorest have

the minimum they need 46%

Work to ensure everyone has an

equal opportunity to succeed 44%

Be the champion of the ordinary

person 44%

Ensure people have information they

need to make good life decisions 41%

Improve and advance our quality

of life 41%

Mandate

Performance

34%

27%

34%

34%

39%

34%

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Government and Trust Building Mandates

Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each

of the following statements? General population, 28-country global total and Australia.

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Which institution is most likely to lead to a better future?

Government – the Path to a Better Future in New Zealand?

These figures exclude the “don’t knows”, hence does not add to 100

NGOs 19%

Business 23%

Media 6%30%

Government

Media 2%

Business 18%

NGOs 13%45%

Government


a list of potential expectations or responsibilities that a social institution might have. Thinking about government in general, how would you characterize each using

the following three-point scale. INS_PER_MED. How well do you feel government are currently meeting this obligation to society? Please indicate your answer using

the 5-point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.

New Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.19

Six four trust-building mandates for

government, and percent who say

the government is performing well

or very well against them

Government trusted,

but has work to do


Support

as a Mandate

Build schools, roads, hospital

and other infrastructure 80%

Drive the economic prosperity

of our country 76%

Ensure even the poorest have

the minimum they need 68%

Investigate wrongdoing 61%

Ensure future generations

are provided for 58%

Work to ensure everyone has

an equal opportunity to succeed 55%

Mandate

Performance

45%

41%

31%

38%

29%

32%

Business and Trust Building Mandates

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Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,

Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?

(Top4 Box, Agree), question asked of half of the sample. General population, 28-country global total, New Zealand General Population (n=575).

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Percent who agree that …

44%

Companies that only think

about themselves and their

profits are bound to fail

59%

CEOs are driven more by greed

than a desire to make a positive

difference in the world

Global:

56%

Global:

60%

Business Must

Show Commitment

to Long-Term


a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the

following three-point scale. INS_PER_MED. How well do you feel business are currently meeting this obligation to society? Please indicate your answer using the 5-



Business needs

to act on wider

societal issues

Six trust-building mandates for

business, and percent who say

business is performing well or

very well against them


Support

as a Mandate

Protect people’s privacy and

personal information 63%

Keep people safe from physical

harm 48%

Drive the economic prosperity

of our country 47%

Ensure workers have necessary

skills to be competitive in the

global market 47%

Ensure there are plenty of

available job opportunities 43%

Foster an environment where

innovation can thrive 43%

Mandate

Performance

42%

47%

50%

36%

28%

42%

Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4

Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking

about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterise each using the following

three-point scale? (Most important responsibility, code 3), question asked of half of the sample. New Zealand General Population (n=575).23

Percent who agree and percent who say each is one of the most

important expectations they have for a CEO

Business Is Expected to Lead

Percent who say that CEOs

should take the lead on change

rather than waiting for

government to impose it

70

72

74

74

For CEOs, reflecting company values is job one

60%

Ensure their company is trusted

Business decisions reflect company values

Their products and services are high quality

Set high ethical standards

Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;

INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking

about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more

details on the Trust Mandates Analysis, please refer to the Technical Appendix.24

Conclusion

1. Each Institution Plays

a Different Role

2. Each has different

mandates on which

to build trust

3. The Battle for Truth

affects all

NGOsProtect privacy of information

Ensuring poorest have the minimum

they need

Ensuring everyone has the

opportunity to succeed

BusinessProtect privacy of information

Keeping people safe

Foster prosperity

GovernmentBuild infrastructure

Foster economic prosperity

Ensuring poorest have the minimum they need

MediaGuard information quality

Educate people

Investigate wrongdoing

2018 Edelman Trust Barometer Global Deck · Journalism is an average of traditional media and...

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