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Australia
2016 Edelman Trust Barometer
Informed public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64
‣ University educated
‣ In top 25% of household income per age group in each country
‣ Report significant media consumption and engagement in business news
Total online population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
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). 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), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between October 13th – November 16th 2015
GLOBAL: Online survey in 28
countries
Mass population
‣ All population not including Informed Public
‣ Represents 85% of total global population
‣ 10 minute questionnaire
‣ Fieldwork dates: 29th February – 4th March 2016
AUSTRALIA ONLY – PULSE
SURVEY: Online quantitative
survey in Australia
2
44
38
16
23
29
8
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. Q377-380. Still thinking
about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action.
General Population, Australia, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for distrusted companies
60
50
31
29
29
14
Behaviors for trusted companies
Refused to buy products/services
Criticised companies
Paid more
than wanted
Shared negative
opinions
Disagreed with others
Sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positive opinions online
Defended company
Bought shares
most trusted content creators: #1
Friends and Family
most trusted media source: #1
Online Search Engines
Total
populationTrust matters
3
The bigpicture
5246
34 37
5752
4245
66
4843
49
7265
5460
Sources: 2016 Edelman Trust Barometer Q11-14. 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, Australia.
2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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
Base: All respondents
Percentage of trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
Total
Population
NGOs Business Media Government
2015 2016
Trust goes up
5
+6 +17 +11 +11
+5 +6 +8 +8
5246
34 37
5752
424549
39
31 32
66
4843
49
7265
546062
4943
47
Sources: 2016 Edelman Trust Barometer Q11-14. 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, Australia.
2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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
Base: All respondents
Percentage of trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016 vs. 2016 pulse
Informed
Public
Total
Population
NGOs Business Media Government
-10 -16 -11 -13
-8 -13 -11 -13
Trust goes up…and down again
6
2015 2016
2016
pulse
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population Left BehindAverage trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
TotalPopulation
MassPopulation
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
InformedPublic
60 Global For the mass
population, the
global index falls into
distruster territory
7
Trusters
Neutrals
Distrusters
A significant divide
Source: 2016 Edelman Trust Barometer Q11-14. 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 Mass Population, Australia.
8
Percentage of trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 pulseInformed
Public
Mass
Population
15pt
Gap
14pt
Gap
53
50
58
52
63
50
3938
4341
47
35
2012 2013 2014 2015 2016 2016 pulse
50
35
A global phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
9
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
Australia 63 47 16
France 55 39 16
India 78 62 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10
5246
34 37
5752
424549
39
31 32
66
4843
49
7265
546062
4943
47
Sources: 2016 Edelman Trust Barometer Q11-14. 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, Australia.
2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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
Base: All respondents
Percentage of trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016 vs. 2016 pulse
Informed
Public
Total
Population
NGOs Business Media Government
-10 -16 -11 -13
-8 -13 -11 -13
Trust goes up…and down again
10
2015 2016
2016
pulse
Three key themes
Political
leadershipInequality
Business
response
Political leadership
Short-termism abounds
Source: 2016 Edelman Trust Barometer Q11-14. 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 Publ ic and General Population, Australia.
2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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
Base: All respondents13
Business
Government
End of
Gillard
years
The Rudd
Gillard
wars
Abbott
bounce
Abbott
leadership
crisis
Turnbull
bounce
Informed
Public
Mass
Population
4743
56
49
60
47
33 32
38 37
45
29
2012 2013 2014 2015 2016 Pulse
57 4859
48
65
4945 44
4946
52
37
2012 2013 2014 2015 2016 Pulse
Turnbull
leadership
doubts
Talking to
the masses
Inequality
16
“We aren't nearly as equal as
we like to think.” “The idea of being the lucky country that
is full of equal opportunity is looking
less and less realistic.”
Peter Siminski, University of Wollongong
Author of NSW Department for Education report, New Estimates of Intergenerational Mobility in Australia
February 2016
An increasing divide?
Reasons for inequality
Cost of living
Escalating house prices
Levels of debt52%
Source: 2016 Edelman Trust Barometer Australia Research Deep Dive.
B8. Why do you think that the gap in wealth inequality has grown? Are the issues around any of the following?
Base: General Population who think the wealth inequality gap has grown
69%
77%
17
75% Of the total population feel the
gap has widened between those
who are wealthy and those who
are not
Total
Population
Government
Business
25 – 34year olds
75%
53%
22pt
Gap
70%
49%
21pt
Gap
35 – 44year olds
57%
56%
1pt
Gap
53%
48%
5pt
Gap
The trust gap – more pronounced among young AustraliansYounger Australians in the general population are far less
trusting than their wealthier counterparts
Source: 2016 Edelman Trust Barometer Q11-14. 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, Australia.
Informed
Public
Mass
Population
18
Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Australians want
business to do
something
Most important issue
for business to
address in each
country
Canada
Brazil
Germany
France
ChinaU.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
MalaysiaColombia
Japan
Australia
Russia
S. KoreaItaly
Spain
Indonesia
UAE
S. Africa
India
Total
Population
R
M
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
M
19
72
65
5460
6671
62
54
5752
4245
5863
53
44
NGOs Business Media Government
Business most trusted to keep pace
Source: 2016 Edelman Trust Barometer Q11-14. 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) Q441-444 Below
is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means
that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed
Public and General Population, Australia.
20
Percentage of trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
Total
Population
Trust Trusted to
keep paceBusiness in the lead
What business and government
should do to create a fair society?
Source: 2016 Edelman Trust Barometer Australia Research Deep Dive.
B10. What do you think the government should do to create a more fair society?
B11. What do you think the businesses should do to create a more fair society?
Base: General Population 21
Pay a living wage
Invest in
apprenticeships
Business
70%
64%
Make housing more
affordable
Tax the wealthy
more/poorer people
less
Government
63%
60%
Total
Population
Business response
Business must lead to solve problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree).
General Population, 27-country global total, question asked of half the sample.
.
Total
Population
23
77% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 72% in 2015
Purpose and profits matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, V isible) General Population, 28-country
global total, question asked of half the sample.
24
Percent who agree that CEOs should be personally visible in discussing…
8 in10Societal issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on societal issues
7 in10Financial results
Total
Population
Personal values matter
Source: 2016 Edelman Trust Barometer Australia Research Deep Dive.
B14. What could business leaders do to make you trust them more?
Base: All respondents who work full / part time and distrust their CEO
Total
Population
25
77% 63% 60% 53%
Their personal values The obstacles
they have overcome
Their education and how it
shaped them
Their personal
success story
Be more visibleTotal
Population
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please
use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country
global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508
‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal
life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box,
Important) General Population, Australia, question asked of half the sample.
26
55%52%37%
Communicate the
company purpose
Be more accessible Involve staff more in
decisions
Talk to staff more about
decisions
35%
6560
4048 48 50
54 55 5657 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 79 83 8589
Glo
ba
l
GD
P 5
Ja
pa
n
Ru
ssia
Fra
nce
Sw
ede
n
Au
str
alia
S. K
ore
a
Po
land
U.K
.
Ita
ly
Ho
ng
Ko
ng
Ire
land
Ge
rma
ny
Ne
the
rla
nd
s Sp
ain
Tu
rke
y
Ca
na
da
U.S
.
S. A
fric
a
Sin
ga
po
re
Ma
laysia
UA
E
Indo
ne
sia
Bra
zil
Arg
en
tin
a
Ch
ina
India
Co
lom
bia
Me
xic
o
50%
Significant employee lack of trust
in Australia
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust
each 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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
TrustedNot Trusted
Total
Population
Only 54 percent of Australians trust their employer to do the right thing
27
Employees are essential advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s
business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust
MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613
Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust
MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on
issues related to the industry in which it operates? General Population, Australia, question asked of half the sample.
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customerPartnerships/
Programs to address
societal issues
Views on
industry issues
Employees most trusted
Total
Population
19
24
14
18
2427
22
26
21
26
37
2926 27
52
2321
27
20
1517
24
12 13
2624
17
2523
17
57
4
10
6
10
28
64
55
46
39
28
35
28 26
17 17
75
6055
51
40 3834 32
2623
My friendsand family
An academicexpert
Companies Iuse
Employees ofa company
A companyCEO
A journalist A well-knownonline
personality
Electedofficials
Companies [brands] I don’t use
Celebrities
Every voice matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? General Population, Australia, question asked of half the sample.
Percent who trust information created by each author on social networking sites,
content sharing sites and online-only information sources, 2015 vs. 20162015 2016
+11
Total
Population
+12 +12
29
Integrity 56 26 30
Has Ethical Business Practices 57 27 30
Takes Responsible Actions To Address An Issue Or A Crisis 55 26 29
Has Transparent And Open Business Practices 54 24 30
Engagement 55 26 29
Treats Employees Well 57 28 29
Listens To Customer Needs And Feedback 58 29 29
Places Customers Ahead Of Profits 56 24 32
Communicates Frequently And Honestly On The State Of Its Business 49 24 25
Products 43 28 15
Offers High Quality Products Or Services 54 30 24
Is An Innovator Of New Products, Services Or Ideas 32 26 6
Purpose 38 22 16
Works To Protect And Improve The Environment 44 23 21
Creates Programs That Positively Impact The Local Community 40 23 17
Addresses Society's Needs In Its Everyday Business 40 23 17
Partners With NGOs, Government And Third Parties To Address Societal Issues 30 19 11
Operations 31 23 8
Has Highly-Regarded And Widely Admired Top Leadership 36 23 13
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 27 22 5
Delivers Consistent Financial Returns To Investors 30 26 4
Trust Building
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute 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,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population,
Australia
Company Importance vs. Performance %
Importance
%
Performance Gap
Total
Population
30
Lose Control
1
2
3
Business has licence to lead
on societal issues – openly
and honestly
Purpose and profits
Humanity and experience
4
5
6
Spokespeople that relate to your
audience
Trust drivers of integrity and
engagement
Income inequality