Presenting the 2nd Philippine Trust Index by EON The Stakeholder Relations Firm and the Ateneo...

The 2nd Philippine Trust Index How Trusting are Filipinos? Presented by EON The Stakeholder Relations Firm in partnership with the Ateneo Graduate School of Business

Copyright © EON Inc. and Ateneo Graduate School of Business 2013 Read more at www.eon.com.ph/philippinetrustindex

The Second Philippine Trust Index

Understands the trust landscape in the Philippines

Measures level of trust in key stakeholder groups in

the Philippines

Identifies key drivers of trust within and outside

institutions

Joint research

EON and AGSB

Face to face interviews Nov to Dec 2012

Targets the GENERAL and INFORMED Publics

Nationwide

Focus Group Discussion October 2012


Respondents

GENERAL Public • 1,200 respondents

• 600 urban, 600 rural areas

• 240 each in NCR, North Luzon, South Luzon, Visayas, and Mindanao

• 18 years old and above

• Economic class A to E

• Majority – less than 2nd year college

• Majority – less media consumption

INFORMED Public • 600 respondents

• 300 urban (150 in NCR, 75 Cebu, 75 Davao)

• 300 rural (100 each in rest of Luzon, Visayas, Mindanao)

• 25 years old and above

• Economic class A to C

• 2nd year college and above

• Significant media consumption

LEVEL OF TRUST PER INSTITUTION


Church most trusted, followed by academe; business and NGO least trusted

15.0 8.9 12.1

32.3

68.1

45.1

Government Business NGO Media Church Academe

N=1200 general public. Very much trust responses. Q. Please tell me how much or how little do you trust the (institution).


Trust ratings in institutions increased, except in business and NGO

First PTI Informed Public

Urban Area

%

Church 51.2

Academe n/a

Media 22.4

Business 10.0

NGO 11.8

Government 7.0

Second PTI Informed Public

Urban Area

%

Church 56.0

Academe 37.7

Media 24.7

Business 9.3

NGO 9.3

Government 11.0

Second PTI General Public

Urban and Rural Areas

%

Church 68.1

Academe 45.1

Media 32.3

Government 15.0

NGO 12.1

Business 8.9

N=varies per cluster; Very much trust responses. Q: Please tell me how much or how little do you trust the (institution).

N=500

N=300

N=1,200


The undecided block: 1 of 3 respondents neither trust nor distrust government, business, and NGO

N=1200 general public. All responses. Q. Please tell me how much or how little do you trust the (institution).

15.0 8.9 12.1

32.3

68.1

45.1

42.8 46.3 39.8

45.1

23.8

40.2 31.7 32.8 34.3

18.4 5.6 13.1 7.1 9.6 11.3


Very Much Somewhat Much Neither Somewhat Little Very Little


Lower trust among informed public than general public across institutions, except in business

N=1200 general public. N=600 informed public. Very much trust responses. Q: Please tell me how much or how little do you trust the (institution).

15.0 8.9 12.1

32.3

68.1

45.1

14.2 10.8 10.7

24.8

56.3

39.5


Ratings gap between informed and general public

General Public Informed Pubic


Filipinos in North Luzon more trusting

25.4

10.4 19.2

41.3

76.7

61.7

14.2

52.1

40.4

69.2

16.3 9.2


NCR North Luzon South Luzon Visayas Mindanao

N=1200 general public, 240 respondents per area. Very much trust responses. Q: Please tell me how much or how little do you trust the (institution).


Higher trust rating in government from rural areas; trust rating across government agencies increased

24.8

17.8

13.5

18.3

14.3

13.2

9.7

31.0

20.2

23.2

18.3

16.5

15.3

13.8

Office of the President

The Cabinet

LGUs

Supreme Court

Senate of the Philippines

Regional Trial Courts

House of Representatives

Urban Rural

INFORMED Public - URBAN Areas

1st PTI 2nd PTI

Office of the President

9.4 21.0

The Cabinet 4.4 14.0

LGUs 7.0 14.7

Supreme Court 10.4 14.3

Senate 6.2 11.0

RTCs 7.8 11.0

House of Reps 4.0 8.0

N=1200 general public , 600 per locale (urban/ rural). Very much trust responses. Kindly tell me how much or how little do you trust each institution that I will mention.


Healthcare most trusted industry; trust in mining increased but not enough to pull up its ranking

37.3

25.3

25.3

24.7

24.0

23.7

23.7

22.1

21.8

19.4

18.6

17.5

17.3

16.1

15.8

12.2

8.9

6.2

4.7

Health Care

Information Technology

Agriculture

Water & Sanitation

Telecommunications

Tourism & Hospitality

Food and Beverage

Pharmaceuticals

Energy & Power

Insurance

Professional & Technical Services

Banks & Financial Services

Training & Human Development

Construction

Transport & Logistics

Recreation & Entertainment

Real Estate

Alcohol & Tobacco

Mining

N=1200 general public. Very much trust responses. Q: How much or how little do you trust each industry that I will mention?


Gainers (%)

1st PTI 2nd PTI

Healthcare 22.2 29.3

Agriculture 11.2 16.7

Insurance 7 12

Mining 2.6 4.3

Losers (%)

Training 21.6 15

Real estate 10.0 6.7


Advocates of health, youth, and human rights most trusted; trust gap for the arts/culture between rural and urban areas

30.5

28.3

28.0

23.3

21.8

18.7

17.3

16.8

16.3

16.0

15.8

Health and Nutrition

Youth and Children

Human Rights

Environment

Women and Gender

Labor

Arts and Culture

Indigenous People

Housing and Community

Migrant Workers

Peace and Conflict…

Urban

32.2

26.8

25.7

21.8

19.2

18.2

17.0

15.5

14.7

14.2

12.2

Health and Nutrition

Youth and Children

Human Rights

Environment

Women and Gender

Indigenous People

Labor

Peace and Conflict…

Migrant Workers

Housing and Community

Arts and Culture

Rural

N=1200 general public, 600 respondents per locale (urban/rural). Very much trust responses . Please tell me how much or little do you trust NGOs advocating/ supporting (advocacy area).


TV still tops the list of trusted media; trust in online platforms increased

44.4

31.3

24.1

20.6

17.6

13.6

10.6

Television Networks

Radio Stations

Newspapers

Online News Sites

Social Networking Sites

Magazines

Blogs


1st PTI 2nd PTI

TV Networks 24.0 28.7

Radio Stations 18.0 17.7

Newspapers 19.0 16.7

Online News Sites 17.0 17.7

SNS 11.0 16.3

Magazines 9.0 9.7

Blogs 6.0 9.7

N=1200 general public. Very much trust responses. Q: How much or little do you trust (media channel) as an institution?


Universities/ colleges most trusted; wide trust gap in some school levels between urban and rural areas

46.0

40.3

36.5

34.8

34.0

28.3

47.2

44.2

41.7

43.7

42.5

36.0

Universities/Colleges

Vocational & Technical

Post Graduate

High School

Elementary

Preparatory

Urban Rural

N=600 each for urban and rural; Very much trust responses. Q: How much or little do you trust (school level) as an institution?

+/- 7.7%

+/- 8.5%

+/- 8.8%

Trust Gaps

QUALITIES OF TRUSTWORTHY INSTITUTIONS


Importance given to the environment and contribution to nation building are key trust drivers

GENERAL Public

Qualities %

Considers the environment in its decisions and actions

88.1

Contributes to nation-building 86.7

Delivers quality results 84.5

Treats internal stakeholders well 83.5

Honors its commitments 83.1

Has a good track record 82.8

Leaders and members have common goals and values

81.4

Sincere 81.3

Transparent and honest 80.8

Has the necessary skills 80.2

INFORMED Public

Qualities %

Considers the environment in its decisions and actions

89.8

Contributes to nation-building 88.3

Delivers quality results 88.0

Honors its commitments 87.8

Transparent and honest 86.5

Sincere 85.8

Has quality products and services

85.3

Treats internal stakeholders well 85.2

Has a good track record 84.5

Has efficient systems and processes 84.5

N=1200 general public., N=600 informed public. Very important responses. Q: In your opinion, how important or unimportant each factor is when evaluating an institution’s trustworthiness?


Corruption-free government still desired; but government must also deliver to be trusted

37.0

20.0

18.3

13.3

12.7

12.2

4.5

4.8

1.7

6.3

30.2

26.5

20.3

14.8

8.8

10.5

5.2

4.2

3.0

11.3

is free of graft and corruption

helps the poor

is true to campaign promises

provides jobs

is transparent/ honest

has a good leader's characteristic

has strong political will

implements laws equally

improves the eocnomy

other reasons

Urban Rural

N=1200 general public, 600 each for urban and rural area. Very much trust responses. Q: What qualities do you think are important for (institution) to have in order to be trusted/ trusted even better?

INFORMED Public - URBAN Area

1st PTI 2nd PTI

Free of graft and corruption

39.4 37.0

Transparent 36.4 19.3

Helps the poor 7.6 16.3

True to campaign promises

8.2 21.7

Provides jobs 3.2 11.0


How businesses treat employees is an important driver of trust, especially for informed Filipinos in urban areas

35.2

33.2

13.0

21.0

9.2

3.3

7.2

35.3

28.3

14.8

20.5

9.2

4.0

5.0

provides fair wage / salaries

offers benefits to employees

practices fair labor

offers quality but fair-priced products

concern for the society

pays proper taxes

other reasons

Urban

Rural

76.7

72.7

30.7

42.7

28.7

6.7

39.3

32.7

11.7

17.7

19.0

3.7 Urban Rural

GENERAL PUBLIC INFORMED PUBLIC

N=1200 general public., N=600 informed public. Very much trust responses. Q. What qualities do you think are important for (institution) to have in order to be trusted/ trusted even better?


Trust in NGO is singularly driven by its ability to help those in need

71.2

9

7.2

5.3

4

3.3

2.6

Helps those in need

Incorruptible

Clear ly defines its advocacy

Fights for people's rights

Steadfast in pursuing cause

Free of political/ personalinterest

Other drivers of trust

N=1200 general public. Very much trust responses. Q. What qualities do you think are important for (institution) to have in order to be trusted/ trusted even better?


72.6

21.1

8.5

7.4

5.9

1

Truthful

Adheres to fairness

Balanced in reporting

Quality of content

Cannot be bribed

Has clean and credible image

Trust in media is mainly driven by attribute of truthfulness with fairness as far second

N=1200 general public. Very much trust responses. Q. What qualities do you think are important for (institution) to have in order to be trusted/ trusted even better?


Church must provide spiritual guidance to be trusted; separation of church and state more important for those in urban areas

32.8

28.6

21.8

10.3

9.0

4.2

1.7

Provides spiritual guidance

Role model of holiness

Maintains separation of church and state

Honest

Helps the poor

Promotes unity

Does not impose compulsory donation

1ST PTI INFORMED

Public

URBAN

46.0

2ND PTI INFORMED

Public

2nd PTI INFORMED

Public

URBAN RURAL

52.7 25.3

2ND PTI General Public

2ND PTI General Public

URBAN RURAL

27.5 16.0

Urban vs Rural people’s opinion on separation of church and state

N=1200 general public, Very much trust responses Q. What qualities do you think are important for (institution) to have in order to be trusted/ trusted even better?


Quality of teachers critical driver in trusting educational institutions

48.8

18.8

18.0

12.1

9.5

3.8

2.0

2.0

Good quality of teachers

Improved standards in education

Lower school fees

School discipline

Improved school facilities

Better school security

Improved curriculum

Scholarship programs

N=1200 general public. Very much trust responses. Q: What qualities do you think are important for (institution) to have in order to be trusted/ trusted even better?

Good teachers

Upgrade their teaching methods

Patient

Not involved in child abuse

Instill good manner

Competent

TRUSTED CHANNELS AND SPOKESPERSONS


Government, business, and NGO leaders are trusted spokespersons for their institutions

30.5

12.7

19.3

8.1

agency head employee media seniorofficer

26.4

13.3 12.6 14.6

President/CEO

employee board seniorofficer

21.4

12.3 12.6

21.3

NGOhead/ ED

employee board volunteer

N=1200 general public. 1st and 2nd mention weighted responses. Q: Who among the following persons would you trust the most to give credible information about the (institution)?

GOVERNMENT BUSINESS NGO


The head of the church, media, and school is less credible to speak about their institutions compared to front liners

16.7

36.1

24.1

5.4

head/ EIC reporter owner staff

13.6

46.1

9.3 12.6

highestranking

priest/imam/pastor

colleagues,families,friends

volunteer

37.7 41.1

6 4.6

school head teacher colleagues,families,friends

staff

MEDIA CHURCH ACADEME

N=1200 general public.. 1st and 2nd mention weighted responses. Q: Who among the following persons would you trust the most to give credible information about the (institution)?


TV most trusted source of information across all institutions; radio and newspaper compete for 2nd spot as trusted source of

information about government, business and media

Government

Source Urban Rural

Television 54.6 59.1


Radio 10.4 14.9

Online news sites 9.0 4.4

Colleague, family, friend

3.4 6.4

Website of institution 2.7 1.3

Social networking sites 1.7 1.1

Magazines 1.4 0.6

NGO advocate 0.7 0.2

Information materials 0.1 0.5

Business

Source Urban Rural



Radio 6.7 12.7


Colleague, family, friend 6.3 8.7



Magazines 4.7 2.7



N=1200 general public. Weighted response. Q: Which sources do you usually turn to when you wish to get news and information about (institution)?

Media

Source Urban Rural


Radio 14.9 17.5


Colleague, family, friends

3.8 6.4



Magazines 1.4 1.1





Colleagues, families, friends are 2nd most trusted sources of information on the church and academe; 3rd for NGO

Church

Source Urban Rural



29.6 31.8

Radio 7.2 9.2

Newspapers 6.8 5.2





Magazines 1.4 1.1


Academe Source Urban Rural



24.7 26.8

Radio 5.6 8.1

Newspapers 7.6 5.7





Magazines 1.3 1.6


N=1200 general public. Weighted response. Q: Which sources do you usually turn to when you wish to get news and information about (institution)?

NGO

Source Urban Rural


Newspapers 13.2 7.6

Radio 8.7 13.1


9.6 12.6






Magazine 1.6 1.0

SUMMARY OF FINDINGS


Conclusion

Individuals are more inclined to trust than distrust institutions

Trust is fragile and can be influenced by several drivers

Values, results, and relationships are important trust drivers

Role of spokespersons and front liners are critical in building trust

Trustworthiness of information sources depends on subject and audiences

The 2nd Philippine Trust Index How Trusting are Filipinos? Presented by EON The Stakeholder Relations Firm in partnership with the Ateneo Graduate School of Business

Presenting the 2nd Philippine Trust Index by EON The Stakeholder Relations Firm and the Ateneo...

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Transcript of Presenting the 2nd Philippine Trust Index by EON The Stakeholder Relations Firm and the Ateneo...