Irish Results of the 2012 Edelman Trust Barometer
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Transcript of Irish Results of the 2012 Edelman Trust Barometer
1 © Edelman, 2012. All rights reserved.
2012EDELMAN TRUST BAROMETERIRELAND RESULTS
2 © Edelman, 2012. All rights reserved.
Overview
Global and Irish Overview Trust in Key Institutions
- Government- Business- Media - NGOs
Earning trust – the path forward
3 © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – EMEA FindingsMETHODOLOGY OVERVIEW
Twelfth annual study
Online survey in 25 countries30,000+ respondents
1,000 general population respondents per countryAges 18+
Oversample of informed publics*500 respondents in U.S. and China & 200 in all other countries
Ages 25-64 (Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in business news and public policy
* This year Informed Publics were surveyed via online methodology instead of telephone** Note: Russia and UAE are not included in the European Union Region total
GENERAL PUBLIC
INFORMEDPUBLIC25-64
INFORMEDPUBLIC35-64
EMEA select countries: UK, Germany, France, Italy, Spain, Netherlands, Sweden, Ireland, Poland, Russia** and UAE**
Indicates Global Data
Indicates European Union Region Data
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Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Trust is now an essential line of business2010
Rise of authority figures2011
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The Global Picture
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49% 52%46%
56%53%
47%
TRUST IN INSTITUTIONS
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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total
Globally, trust in three of four institutions declines; only media rises
Business
Media
2011 Informed Public2012 Informed Public2012 General Public
58%
50%
NGOs
61%
52%
43%38%
Government
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GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Canada 58Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32
GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39
TRUSTERS
NEUTRAL
DISTRUSTERS
20122011>
>
>
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Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries
Distrust is growing; nearly twice as many countries are now skepticsMajority of EMEA countries are “Distrusters” in 2012
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The Irish Picture
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TRUST IN INSTITUTIONS - IRELAND
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) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes Russia)
In Ireland, trust in government rises 2011 to 2012, other institutions same
NGOs
Business
Media
Government
2011 Informed Public2012 Informed Public2012 General Public
0.23
0.35
0.2
0.36
0.430.46
0.350.350.38
0.41
0.530.53
Trust in Government
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50%
TRUST IN GOVERNMENT
Q11-14. [Government in General 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
2011 Informed Public2012 Informed Public
TrustTrust SteadyTrust
Ireland: Trust in government improves – globally, majority still distrust
Global
Irelan
dIndia
Canad
aU.S.
German
y
Sweden
U.K.
Australi
a
Mexico
UAERussi
aChina
Poland
Italy
Netherla
nds
France
Spain
Japan
Brazil
52%
20%
44%
52%
40%
33%
64%
43%
52%
42%
88%
39%
88%
42%45%
75%
49%
43%
51%
85%
43%
35%
53%56%
43%
33%
62%
38%
47%
35%
78%
26%
75%
28%31%
61%
31%
20%25%
32%
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50%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
Business LeadersGovernment Leaders
Ireland: Almost 70% do not trust government leaders to tell the truth
GlobalIta
lySp
ain
Irelan
dU.K.
France
German
y
Australi
aU.S.
Russia
Mexico
Poland
Canad
a
Netherla
ndsBraz
ilIndia
Sweden
Japan
ChinaUAE
27%
51%
44%
48%
42%
50%
36%
40% 38%
23%
13%
34% 36% 34%
10% 10%
26%
11%
24%
14%
46%
73%69% 69%
66% 66% 65%
60%
53%51% 50%
47% 46% 46%43% 43%
40%
34%
29%
17%
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GOVERNMENT IMPORTANCE VS. PEFORMANCE – IRELAND
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 Ireland; 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 Ireland
-65
-66
-66
-62
-51
-52
-47
-34
Gap
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY
COMMUNICATES FREQUENTLY AND HONESTLY
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
HAS TRANSPARENT AND OPEN PRACTICES
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
77%
77%
76%
73%
65%
62%
59%
43%
12%
11%
10%
11%
14%
10%
12%
9%
Government ImportanceGovernment Performance
Government a long way from meeting public’s expectations in Ireland
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TRUST IN INSTITUTIONS
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) General Population AND Informed Publics ages 25-64 in downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)
In S&P downgrade countries, trust in government and business drops sharply
Business2011 Informed Public2012 Informed Public2012 General Public
Government
BusinessGovernment
+18 adults
+18 +18
Downgrade countries(France, Italy, Spain)
0.250.27
0.46
0.370.41
0.55
+18 +18
Non downgrade countries(UK, Germany, Netherlands, Ireland)
0.320000000000001
0.420.43
0.40.45
0.54
+18 +18
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Sweden Poland Ireland Germany Netherlands UK France Italy Spain
48%42%
34% 27% 25% 25%18% 17% 12%
40%47%
59% 64% 65% 68%73% 78% 81%
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 downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)
Right Track
Wrong Track
S&P downgrade countries more likely to consider that things are going in the wrong track in their respective country
Downgrade countriesNon downgrade countries
+18 adults+18 adults
Trust in Business
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Ireland: Marginal fall in Trust in Business
TRUST IN BUSINESS
Q11-14. [Business in General 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
TrustTrust Trust Steady
50%
2011 Informed Public2012 Informed Public
GlobalChina
Canad
aU.S.
Australi
a
Poland
Sweden
Russia
IndiaIta
ly
Irelan
d
Mexic
oU.K.
Japan
Netherla
ndsUAE
German
yBra
zil
Fran
ceSp
ain
56%
61%
50%
46%
54%
44%
52%
41%
70%
64%
46%
81%
44%
53%
74%78%
52%
81%
48%
53%53%
71%
56%
50%
57%
46%
54%
41%
69%
62%
43%
77%
38%
47%
65%67%
34%
63%
28%32%
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DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
HAS ETHICAL BUSINESS PRACTICES
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
PLACES CUSTOMERS AHEAD OF PROFITS
TREATS EMPLOYEES WELL
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
16%
21%
13%
18%
33%
19%
22%
21%
19%
21%
20%
20%
19%
20%
42%
27%
29%
31%
33%
34%
41%
45%
45%
52%
53%
57%
57%
59%
61%
64%
64%
64%-37
-22
-44
-42
-39
-37
-36
-34
-31
-23
-26
-8
-16
-20
-10
-13
In the European Union, business not meeting public’s expectationsGap
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 European Union Region (excludes Russia) (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 European Union Region (excludes Russia)
Closing the gap on expectations
Business ImportanceCompany Performance
EUROPEAN UNION REGION
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20122011
Q16-26. [TRACKING] 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) Informed publics ages 25-64 in Ireland
TRUST IN INDUSTRIES – IRELAND
Technology
Food and beverage
Automotive
Brewing and spirits
Telecommunications
Consumer packaged goods
Pharmaceuticals
Energy
Media
Financial services
Banks
74%
60%
55%
55%
53%
52%
51%
49%
34%
18%
17%
Technology
Food and beverage
Automotive
Energy
Telecommunications
Consumer packaged goods
Pharmaceuticals
Brewing and spirits
Media
Financial services
Banks
75%
64%
61%
54%
54%
53%
51%
50%
39%
16%
6% + 11
Top three most trusted industries consistent from 2011 to 2012, while media, banks and financial services stay at bottom
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2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
41%
47%
31%
21%
14%
22%
43%
35%27%
27%
51%
23%
34%42%
23%
17%22%
18%
29%26%
21%
27% 25%
43%39%
35%
23% 23%
6%9%
U.K.
France
Germany
Italy
Ireland
Q16-26. [Banks TRACKING] 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) Informed publics ages 35-64 in France, Germany, Italy, Russia and the U.K.
TRUST IN BANKS
Ireland: banks at lowest trust for 2 years; French trust in banks falls dramatically
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50%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
High demand for business regulation despite lack of trust in government
GlobalChina
Spain
Mexico
Irelan
dBraz
il
France
Russia
Italy
U.K.
Canad
aIndia U.S.
Australi
a
German
y
Sweden
Netherla
nds
Poland
UAEJap
an
49%
77%
70%68%
64%
58%
54% 54% 53%51%
48% 48%
40% 40%38% 36% 35% 34%
30% 30%
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REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly34%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries11%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis3%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities26%
Government SHOULD NOT PLAY A ROLE in business1%
Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Ireland
PROTECT CONSUMERS from irresponsible business practices26%
WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS?
IRELAND
Calls for greater protection and responsible behavior
Business can address on its own
Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, EMEA– 34%)• Unethical business practices (Global - 28%, EMEA - 22%)• Shortcuts that lead to poor quality (Global - 21%, EMEA -17%)
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CEO credibility low across EU, big decline in France
2003 2004 2005 2006 2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
23%
27%
19%26%
16%
27%20%
33% 35%
26%28%
23%
17%
25%
14%
21%13%
23%
45%
20%
33%
13%
29%34%
23% 22%19% 21%
25%18%
0.26
0.21
0.31
0.19
0.25
0.350.350.33
0.29
0.21
0.270.31 0.32
U.K.
France
Germany
Italy
Ireland
Q119-126. [A CEO of a company 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 35-64 in France, Germany, Italy, Russia and the U.K.
CEO CREDIBILITY
Trust in Media and Spokespeople
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50%
TRUST IN MEDIA2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
Globally: Media only institution to see trust rise – although slight fall in Ireland
GlobalIndia U.S. U.K.
Italy
Australi
a
Canad
a
Singa
pore
German
y
Sweden
Spain
China
Mexico
Irelan
dRussi
a
France
Poland
Indonesia
Netherla
nds
South
Korea
Argentina
UAEBraz
ilJap
an
Hong Kong
Malaysi
a
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%52%
70%
45%
37%
57%
43%
54%
65%
42%38%
46%
79%
65%
35%33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%
Q11-14. [Media in General 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
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26%
20%
5%8%
41%
32%
14% 15%
2011 Informed Public
2012 Informed Public
+ 15 + 12
+ 9+ 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 Ireland
TRUST IN INFORMATION SOURCES – IRELAND
ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE
Ireland: Traditional sources and online search engines most trusted
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Academic or expert
A person like yourself
Technical expert in the company
NGO representative
Regular employee
Financial or industry analyst
CEO
Government official or regulator
76%
69%
59%
55%
54%
46%
37%
25%
Academic or expert
Technical expert in the company
NGO representative
Financial or industry analyst
A person like yourself
CEO
Regular employee
Government official or regulator
67%
56%
55%
47%
46%
35%
35%
31%
CREDIBLE SPOKESPEOPLE – IRELAND
20122011
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 Ireland
+ 19
+ 23
+ 9
Credibility of person like yourself and regular employees surges in Ireland
Trust in NGOs
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50%
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
Q11-14. [Non-governmental organizations (NGOs) 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
2011 Informed Public2012 Informed Public
TrustTrust Steady Trust
N/A N/A
Despite falls globally NGOs still most trusted institution
GlobalChina
IndiaIta
lyU.K.
U.S.
France
Australi
a
Irelan
d
Poland
Canad
aUAE
Mexico
German
ySp
ain
Sweden
Netherla
ndsRussi
aJap
anBraz
il
61%63%
61%
70%
51%55%
58%
65%
53%56%
72% 72%
85%
55%
60%
53%
72%
42%
51%
80%
58%
79%
67%
74%
54%58%
60%
65%
53%
55%
66% 66%
78%
48%51%
41%
59%
28% 30%
49%
31 © Edelman, 2012. All rights reserved.
32 © Edelman, 2012. All rights reserved.
High level of importance for solving social and environmental problems
Q128. & 129. How important is it for companies to take each of the following actions? Please use a nine-point scale where one means that it is 'not at all important' for a company to take that action and nine means it is 'extremely important' for a company to take that action. (Top 4 Box) General Population in Europe
Italy Sweden Russia Germany Netherlands France Ireland Spain UK Poland
86%
76% 76% 76% 76% 76% 74% 74% 72%
61%
% WHO THINK IT IS IMPORTANT FOR A COMPANY TO BE INVOLVED IN SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS IN THEIR COUNTRY
+18 adults
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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) General Population in the U.K.; 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 U.K. (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
Business: from business competence to social purpose and engagement a path to greater trust
BUSINESS COMPETENCE
Ranks on a global list
Delivers consistent financial returns
Innovator of new products
High quality products or services
Highly regarded, top leadership
Listens to customer needs and feedback
Partners with third parties
Communicates frequently and honestly
Has ethical business practices
Takes actions to address issue or crisis
Treats employees well
Places customers ahead of profits
SOCIAL PURPOSE
PUBLIC ENGAGEMENT
Positively impacts the local community
Addresses society's needs
Works to protect/improve environment
Has transparent and open business
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Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
Earn License to Lead
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When an organisation is distrusted When an organisation is trusted
9%21%
55% will believenegative information
after hearing it 1-2 times
Trust protects reputation
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
40%will believe
positive information after hearing it 1-2 times
Ireland (2011)
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Once (1), 3%
Twice (2), 18%
Three times (3), 36%
Four or Five times (4 - 5), 28%
Six to Nine times (6-9), 3%
Ten or more times (10+), 11%
Three to Five times
64%
Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Ireland
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – IRELAND
Scepticism requires repetitionMAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
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Series112%
29%
79%
81%
14%
34%
69%
77%
93%
Through personal action, trust has tangible benefits
Bought shares
Paid more for products/services
Chose to buy products/servicesRefused to buy products/services
Shared negative opinions online
Sold shares
Shared positive opinions online
+_Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – Ireland (2010)
Recommended them to a friend/colleagueCriticized them to a friend/colleague
Conclusions
39 © Edelman, 2012. All rights reserved.
Key take outs
Government has a trust deficit but a high expectation for regulation
Trust is a protective agent and leads to tangible benefits; lack of trust is barrier to change
Business must earn license to lead, not just operate
Loss of trust among authority figures requires new model of engagement to build reputation
40 © Edelman, 2012. All rights reserved.
If you would like any further information or data specific to your industry, please contact:
Laura Fahey on 01 678 9 333. To view previous Trust findings please visit
www.edelman.ie
41 © Edelman, 2012. All rights reserved.