Ipsos MORI Veracity Index 2016Charts · Veracity Index 2016 | December 2016 | Version 1 | 3 The five most trusted professions, 2016 93% 91% 88% 81% 80% Nurses Doctors Teachers Judges

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1Veracity Index 2016 | December 2016 | Version 1 |

December 2016

Ipsos MORI

Veracity Index 2016


Veracity Index 2016 – all professions overview

93%

91%

88%

81%

80%

71%

69%

68%

67%

65%

56%

52%

49%

48%

48%

46%

43%

43%

37%

33%

30%

24%

20%

15%

Nurses

Doctors

Teachers

Judges

Scientists

The Police

Clergy/priests

Hairdressers

Television news readers

The ordinary man/woman in the street

Civil Servants

Lawyers

Pollsters

Managers in the NHS

Economists

Charity chief executives

Trade union officials

Local councillors

Bankers

Business leaders

Estate agents

Journalists

Government Ministers

Politicians generally

“Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?”

% trust to tell the truth

Base: 1,019 British adults aged 15+, fieldwork 14th October – 1st November 2016


The five most trusted professions, 2016

93%

91%

88%

81%

80%

Nurses

Doctors

Teachers

Judges

Scientists

% trust to tell the truth:


2015 score:

-

89%

86%

80%

79%


The five least trusted professions, 2016

33%

30%

24%

20%

15%

Business leaders

Estate agents

Journalists

Government Ministers




2015 score:

35%

25%

25%

22%

21%


-5 -9

-21-27

-35

-47-56

-67

-100

-50

0

50

10087 83 79

65 65

44 43 42 39 36

178 7 3 2

0

-100

-50

0

50

100

Net trusted professions

Nurses DoctorsTeachers Judges Scientists Police Clergy/

priests

Hair-

dressers

TV News

Readers

Person

in the

street

Civil

Servants

Lawyers Pollsters Econo-

mists

NHS

managers

Charity

chief execsTrade

Union

officials

Local

council

-llors Bankers

Business

leaders

Estate

Agents

Journ-

alists

Govt.

Ministers Politicians


Key movers in public trust over time

85

69

57

65

25

56

18

43

63

80

33

0

25

50

75

100

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Clergy/Priests (-16 ppt) Ordinary Man/Woman in the street (+8 ppt) Civil Servants (+31 ppt)Trade Union Officials (+25 ppt) Scientists (+17 ppt) Business leaders (+8 ppt)

Base: c. 1,000 British adults aged 15+ per year


Amongst the least-trusted professions, trust in politicians has dropped notably,

whilst trust in estate agents has risen

2420

15

30

0

25

50

75

100

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Journalists Government Ministers Politicians Generally Estate agents




Distrust in pollsters has risen this year

53

49

34

42

0

25

50

75

100

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Trust to tell the truth

“…would you tell me if you generally trust them to tell the truth, or not?” - Pollsters


Do not trust to tell the truth


As has distrust in civil servants and business leaders

63

32

39

65 66

5560

0

25

50

75

100

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Civil Servants Business leaders


% do not trust to tell the truth:


All Veracity data, 1983 - 2016

0

25

50

75

100

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Nurses* Doctor Teacher Judges Scientists

Clergy/Priests The police TV news reader Ordinary Man/Woman in the street Civil Servants

Pollsters Economists* Trade Union Officials Local Councillors Business Leaders

Managers in Local Gov Journalists Government Ministers Politicians Generally Managers in the NHS

Lawyers Hairdressers Builders Charity Chief Executives Estate agents


*: This profession listed for the first time in 2016



Trust in the ordinary person in the street is higher amongst men than women

68%

62%

%

25%

50%

75%

100%

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Men Women




And this is also the case for Journalists

28%

21%

%

25%

50%

75%

100%

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Men Women



www.ipsos-mori.com/

2016 Veracity Index | December 2016 | Version 1 | 13

Gideon Skinner

Research Director, Ipsos MORI Public Affairs

[email protected]

@GideonSkinner

Michael Clemence

Senior Research Executive

[email protected]

@mwclemence

mailto:[email protected]?subject=2016 Veracity Index

mailto:[email protected]?subject=2016 Veracity Index


Some voices were trusted more than othersWho do you trust on issues relating to the referendum on EU membership?

Source: Ipsos Reputation CentreBase: All respondents (2007), Remain (842), Leave (816), 24 March – 1 April 2016

72%

69%

55%

46%

39%

34%

35%

33%

31%

33%

17%

13%

77%

50%

63%

48%

57%

28%

24%

20%

24%

20%

18%

9%

Friends and family

Academics

Small business owners

Work colleagues

The ordinary man/woman in the street

My immediate manager at work

Leaders of large businesses

Trade union officials

The head of my company

Civil servants

Journalists


TOTAL

72%

57%

57%

46%

46%

30%

28%

27%

26%

16%

11%

29%

Remain supporters

Leave supporters


Lack of confidence in manifesto promises was driven by lack of trust

To what extent do you agree or disagree with the following statements?

Source: BBC Ipsos MORI Election Uncut communityBase: 1,077 online community members aged 18-75, 24th – 28th April 2015

53%

23%

3%9%

72%

3%

I trust politicians to follow through

on the promises they have made so

far in this campaign if they are in

Government after the Election

Politicians are explaining their

policies clearly enough to allow

voters to make up their minds

10%

56%

4%

The promises being made by

politicians are unrealistic

AGREE DISAGREE DON’T KNOW


Leave campaign messages were more believedDo you think each of the following is true or false (if Britain votes to leave/remain)

Source: Ipsos MORI Political MonitorBase: 1,257 British adults 18+ 11th – 14th June 2016

48

47

45

32

21

17

40

38

45

59

61

70

12

14

10

9

18

13

Britain would be made to pay billions of pounds in bailouts for

eurozone countries in the future

Britain sends £350 million a week to the European Union

Turkey will be fast-tracked into the European Union and their

population of 75 million people will have the right to free movement

to the UK

The peace and stability on our continent will be put at risk

The stability of Northern Ireland will be put at risk

UK households will lose £4,300 per year and will be made permanently

poorer

If Britain votes to remain…

If Britain votes to leave…

Documents

Ipsos MORI Veracity Index 2016Charts · Veracity Index 2016 | December 2016 | Version 1 | 3 The five most trusted professions, 2016 93% 91% 88% 81% 80% Nurses Doctors Teachers Judges