Trust at Work2019 Acumen Edelman Trust Barometer

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Methodology

2019 Acumen EdelmanTrust BarometerOnline Survey in 27 Countries

19 years of data

33,000+ respondents total

Survey in New Zealand4 years of data

1,000+ respondents total

New Zealand fieldwork was conducted between 30 October – 13 November, 2018

General Online PopulationAges 18+

1,150 respondents per country

1,150 respondents in New Zealand

All slides show general online population data unless otherwise noted

Mass PopulationAll population not including informed public

Represents 84% of total global population

Informed PublicRepresents 16% of total global population

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

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).

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Divided by Trust

50 Global 2776 China69 Indonesia69 Saudi Arabia68 UAE66 India60 Singapore58 Malaysia54 Canada54 Mexico54 The Netherlands52 Hong Kong51 Colombia47 U.S.46 Australia46 Italy45 Argentina44 S. Africa44 S. Korea43 Brazil43 New Zealand42 Germany41 France41 Ireland41 Turkey40 U.K.39 Spain37 Japan28 Russia

Trust (60-100)

Neutral (50-59)

Distrust (1-49)

4

Mass population 14 points less trusting

18 markets with double-digit trust gaps

2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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.” 9-point scale; top 4 box, trust. Informed public and mass population, 27-market global average. New Zealand Informed Public & Mass Population

A WORLD OUT OF BALANCETrust Index

64 Global 2788 China84 Saudi Arabia83 India83 Indonesia83 UAE74 Canada70 Malaysia69 Singapore68 Mexico67 The Netherlands66 Hong Kong64 U.K.61 S. Korea60 Germany60 U.S.59 Australia59 France56 Colombia54 New Zealand53 Argentina53 Italy53 Japan53 S. Africa53 Turkey51 Brazil48 Ireland47 Spain35 Russia

2019Informed Public

2019Mass Population Trust gap

141214*151517*9

1220*1413145

1313789

17*81118*187

1224*8

167

*highest-ever trust inequality

56

62

5154

4442 43 43

2016 2017 2018 2019

Trust IndexGAP IN TRUST: INEQUALITY REMAINS

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2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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.” 9-point scale; top 4 box, trust. New Zealand Mass Population & Informed Public

Informed Public

Mass Population

NZ

Global

20pt gap

11pt gap8pt gap

62 6260

65

4946 47

49

2016 2017 2018 2019

16pt gap

Informed Public

Mass Population

16pt gap

13pt gap

62019 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.” 9-point scale; top 4 box, trust. New Zealand General Population & Informed Public

Percent trustTRUST FLAT AMONG NZ GENERAL POPULATION

Y-to-Y Change- +0

5652

57

38

6358

55

40

+7 +6 -2 +2

NZ 2019NZ 2018

Business MediaNGOs Government

Informed Public

General Population

48 4751

31

48 47 50

340 0 -1

+3

GLOBAL2019

GLOBAL 2018

65 64

54 54

69 68

58 58

+4 +4 +4 +4

54 53

44 44

56 56

47 47

+2 +3 +3 +3

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LEVEL OF TRUST IN EACH TYPE OF BUSINESS

Family-owned businesses or companies 72Small- and medium-sized businesses or companies 67Companies headquartered in my country 61State-owned businesses or companies 54Privately-held businesses or companies 54Publicly-traded businesses or companies 50Big businesses or companies 46Sharing or on demand economy businesses that allow people to buy, sell or rent to and from their peers 39

Foreign companies 30

General Population

47 50 52 4838

43 48 4351

31

82019 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.” 9-point scale; top 4 box, trust. General population, New Zealand, by gender.

Percent trust

SOME GENDER DIFFERENCES IN TRUST LEVELS

Trust Index

Women

Men

NGOs Business Government Media

TrustNeutralDistrust

Trust gap 4 2 9 3 7

Largest trust gap

Concerns about Change

9

49

1621

26 28 31 32 34 3438 39 39 41 44 45 48 50 53 54

59

69 70 71 71 73 7379 82 84

63

38 37 3843

4754 53 50 48

3844 43

56

65 6256 54

69 69 72

83 8679

7481

88 89 86

Glo

bal 2

7

Japa

n

Fran

ce

Ger

man

y

U.K

.

The

Net

herla

nds

Aus

tral

ia

Can

ada

Italy

Hon

g K

ong

Rus

sia

S. K

orea

New

Zea

land

Spai

n

Irela

nd

U.S

.

Sing

apor

e

Turk

ey

S. A

fric

a

Arg

entin

a

Mal

aysi

a

UA

E

Chi

na

Saud

i Ara

bia

Bra

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Mex

ico

Indi

a

Indo

nesi

a

Col

ombi

a

Percent who believe they and their families will be better off in five years’ time

DEVELOPED WORLD INCLUDING NEW ZEALANDARE PESSIMISTIC ABOUT FUTURE

102019 Edelman Trust Barometer. CNG_FUT. 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? 5-point scale; top 2 box, better off. Informed public and mass population, 27-market average New Zealand Mass Population & Informed Public

14 markets in which majority of mass population do not believe that they will be better off in five years

Mass population Informed public

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2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average. New Zealand & Australia General Population

WHAT NZ EMPLOYEES WORRY ABOUT MOST

Hackers, cyber attacks and cyber terrorism

1.Losing some rights and freedoms as a citizen of this country

2.Our country losing its unique culture and traditions

3.Not having the training and skills necessary to get a good paying job

4.

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EMP_ORG. BASE: ALL RESPONDENTS WHO ARE AN EMPLOYEE BUT DO NOT RUN THEIR OWN BUSINESS (Q43/1 AND NOT Q28/7) Think back to the most recent major transformation at your organisation. This transformation could have been a merger, an acquisition, a restructuring or reorganisation, a major business-systems change or any other change that affected people’s jobs. In navigating employees through that transformation, which of the following did your organisation and its leadership do well?

TRANSFORMATION POORLY MANAGEDOf the two-thirds of employees who have been through a transition, many think leaders

could have done a much better job

Communicated clearly and often to employees about the changes being implemented and why they would make the organisation better in the long run 29%

Explained how the transformation was aligned with our organisation’s purpose 28%

Explained how the transformation was aligned with our organisation’s values 28%

Were honest regarding any changes employees would have to face as the transformation progressed 28%Facilitated a dialogue. Gave employees lots of opportunities to ask questions and voice their concerns to the organisation’sleadership 25%

Retained and retrained to the greatest extent possible employees whose jobs were disrupted by the changes being made 24%Communicated a consistent message regarding the changes to employees, the public and key stakeholders 23%Communicated clearly and often to our external stakeholders (customers, clients, regulators, investors or funders) about the changes being implemented and why they would make the organisation better in the long run 21%

Instituted a fair, dignified, and humane process for people whose jobs were eliminated 18%

None of the above. There is nothing my employer did well during our last transition 10%

General Population

NZ HAS MORE FAITH IN THE SYSTEM; MORE POSITIVITY AMONGST INFORMED PUBLIC

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2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. Informed public and mass population. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. New Zealand Mass Population & Informed Public

Mass population

30 34 36 41

2633

Percent who agree the system is…

Informed public

Working for me

Not sure

Failing me

Working for me

Not sure

Failing me

20

34 46

21

40 39

Significant rise in News Engagement

14

1324

32

46

54

31

15

2019 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. Question asked of half of the sample. General population (n=624). For details on how the News Engagement Scale was built, please refer to the Technical Appendix. New Zealand General Population

RISE IN NEWS ENGAGEMENTHow often do you engage in the following activities related to news and information?

THE DISENGAGEDConsume news less than weekly

AMPLIFIERSConsume news about weekly or more AND share or post content several times a month or more

CONSUMERSConsume news about weekly or more +25pts

More engaged with the news

2018

+11pts

+14pts

Y-to-Y Change- +0

2019

Traditional Media

Search Engines*

Online-only Media**

Owned Media

Social Media

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2019 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.” 9-point scale; top 4 box, trust. Question asked of half of the sample. New Zealand General Population *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 informationTRADITIONAL MEDIA, SEARCH MOST TRUSTED

52 47

64 60

40 36

49 41

26

20

22 23

32 23

21

32

55 52 52

54

2016 2017 2018 2019

67 65

52 51 50

40 4339 39

34

23

17

2019 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. 4-point scale; top 2 box, credible. Question asked of half of the sample. New Zealand General Population

ACTIVATE TRUSTED SPOKESPEOPLE Percent who rate each source as very/extremely credible

Company technical

expert

Academic expert

A person like yourself

Financial industry analyst

Regular employee

NGO representative CEO Successful

entrepreneurBoard of directors

Government official Journalist

Y-to-Y Change- +0

Company voices

-3 -2 +5 -3 +3 -5 -1 -5 +4 -3 -3

My Employer: A Trusted Partner

18

74

50 48 47

34

19

2019 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.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, 27-market average. New Zealand & Australia General Population

Percent trustMY EMPLOYER MOST-TRUSTED RELATIONSHIP

Business MediaNGOsGovernmentMy employer

TrustNeutralDistrust

75 48 57 56 47

AUS 77 42 56 52 40

Percent trust in “my employer”

EMPLOYERS VIEWED MORE POSITIVELYEVEN BY THOSE LESS TRUSTING

20

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, 27-market average, by gender, and “system failing” scale. New Zealand Mass Population & Informed PublicFor details on how the “system failing” measure was calculated, please refer to the Technical Appendix.

7380

68

81 7873 77

Mass population

Informed public

System is failing me

Not sure System is working for

me

Women Men

TrustNeutralDistrust

Employees see business as a trustworthy source on:EMPLOYERS SEEN AS A TRUSTWORTHY SOURCE

21

2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, 27-market average. BUS_SRC. Below is a list of topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population, 27-market average, among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).New Zealand and Australia General Population “The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11, New Zealand General Population .

62%The Global Economy

43%Technology

22

2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia). New Zealand General Population

EMPLOYEES WANT BUSINESS LEADERS TO STEP UP

Percent who say that CEOs should take the lead on change rather than waiting for government to impose it

+15pts

38

64

67

68

77

78

79

Fake news

Personal data

Sexual harassment

Protecting the environment

Training for the jobs of tomorrow

Prejudice and discrimination

Equal pay

Percent who agree CEOs can create positive change in:

75%of employees agree it’s critically important for my CEO to respond to challenging times

76%

40

42

38

23

40

37

Percent of employees who expect each from a prospective employer

EMPLOYEE EXPECTATIONS INCLUDES SOCIETAL CHANGE

2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees.. Buckets are the sum of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please refer to the Technical Appendix. New Zealand General Population

Strong expectationYou would have to pay me a lot more to work for an organisation that does not offer this

Deal breakerI would never work for an organisationthat does not offer this

Shared ActionMy employer has a greater purpose, and my job has a meaningful societal impact

Personal EmpowermentI know what is going on, I am part of the planning process, and I have a voice in key decisions; the culture is values-driven and inclusive

Job OpportunityMy employer offers wage growth, training, career growth and work which I find interesting & fulfilling

61%

77%

82%

Investing in Employee Trust

24

Percent of employees who engage in these types of behaviours on behalf of their employer

THE UPSIDE OF A TRUSTED EMPLOYER-EMPLOYEE RELATIONSHIP

25

2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, cut by those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension. New Zealand General Population

Trust advantage

Advocacy +54

Loyalty +44

Commitment +39

Engagement +36

4685

2367

2781

2965

Trust their employer

Do not trust their employer

262019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 27-market average. New Zealand and Australia General Population

INVESTING IN EMPLOYEE TRUST IS INVESTING IN YOUR BOTTOM LINE

Percent who agree that “a good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it”

55%

How a company treats its employees is one of the best indicators of its level of trustworthiness

78%78%

AUS 82%67%66%

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TRUST AT WORK:THE NEW EMPLOYER-EMPLOYEE CONTRACT

1.Lead Change

2.Empower Employees

3.Local Relevance

4.BusinessLeadership

- Be aspirational

- Address concerns about the personal impact of change

- Train the workforce of the future

- Give them a voice

- Create opportunities for shared action

- Empower them with information

- Improve societal conditions in the local communities in which you operate

- Live your values

- Engage directly

- Be visible and show a personal commitment, inside and outside the organisation