Trust Pays: how much does cultural exchange matter?

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Version 1 | Strictly Confidential © Ipsos MORI

Version 1 | Strictly Confidential

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Trust Pays Ben Page, Chief Executive, Ipsos MORI

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This research seeks to understand levels of trust in

UK among young people overseas, the impact of the levels of trust in UK on this country’s international trade and the influence of cultural

exchange on opinions of UK among individuals in

other countries.

Trust Pays: how much does cultural exchange matter?

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For the purpose of this research cultural relations include activities such as:

• Studied English with a UK institution • Studied for a UK based exam/qualification • Been on a school visit or school exchange

programme involving a visit to UK • Studied in UK at a school or college for

overseas learners of English • Participated in a volunteering programme

run by a UK institution • Attended a UK education

event/exhibition/fair • Attended a major UK arts or cultural

event/exhibition

What are cultural relations?

http://www.flickr.com/photos/britishcouncil/6424100959/in/photostream










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The UK’s competitive

position of trust

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53 50

49 48

46 45 45

43 41

37 36

24 13

Respects human rights Has a strong commitment to culture and the arts

Respects its neighbours and other countries Has strong democratic values and institutions

Contributes to peace and co-operation Contributes to global economy

Respects contracts and the rule of law Respects the rights of its citizens

Contributes to international socio-economic … Its people enjoy a good standard of living

Makes a positive difference in the world Is a good country in which to invest

Has a strong economy

How do we see ourselves…?

Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…?

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI

% UK views of itself

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53

50

49

48

46

45

45

43

41

37

36

24

13

55

54

45

56

45

51

53

56

47

59

43

42

48

Respects human rights Has a strong commitment to culture and the arts

Respects its neighbours and other countries Has strong democratic values and institutions

Contributes to peace and co-operation Contributes to global economy

Respects contracts and the rule of law Respects the rights of its citizens

Contributes to international socio-economic development Its people enjoy a good standard of living

Makes a positive difference in the world Is a good country in which to invest

Has a strong economy

Typically self-deprecating Brits…!

% UK views of itself % Global views of the UK

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI

Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…?

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People from the UK well trusted compared to US and Germans

-9%

19%

41% 43% 45% 47% 50% 51% 52%

57%

-15%

-1%

11%

18% 18%

44%

14%

52%

41%

29%

-4%

22%

37%

0%

47%

39%

50% 54%

59%

45%

Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil

UK US Germany

Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents

Source: Online Panel surveys of respondents aged 16/18-34 with minimum secondary education (NB :Pakistan

research undertaken F2F and with min.Tertiary education)

% net trust in People from UK, US, Germany among panel members from...

Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust)

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Trust in people from the UK generally higher than trust in UK government, but often not by much...

-9%

19%

41% 43% 45% 47% 50% 51% 52% 57%

-33%

15%

45%

30% 34%

47%

29%

55%

36%

49%

Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil

Trust in People from UK Trust in Government from UK

Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust)




% net trust in People from UK and UK Government among panel members from...

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Ipsos MORI Veracity Index shows larger gap between trust in Government and ‘People’…

0

20

40

60

80

100

1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index

Ordinary man/woman

Government Minister Politician generally

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

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But little variation in trust for different audiences over time

0

20

40

60

80

100

1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011

Doctors Teachers Professors Judges Scientists Clergyman/priests The Police TV news reporters Ordinary man/ woman Civil Servants Pollsters Trade Union Officials Business Leaders Journalists Government Ministers Politicians generally

Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index


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Trust me I’m a… (British Council) Teacher

0

20

40

60

80

100

1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index

Teacher

Ordinary man/woman

Government Minister Politician generally


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Why is trust important?

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Trust literally pays!

77%

54%

34%

22%

77%

55%

27%

11%

42%

18% 6% 3%

94% 85%

60%

22%

98%

73%

60% 53%

Very Good Trust Fairly Good Trust Neutral Trust Poor Trust

Product use Feel good about Pay more for Believable ads Memorable ads

People who Trust the Coca-Cola Company are more likely to purchase the company’s products and to find the company’s commercials believable.

Base: online citizens, c.500-1,000 per country

Source: Ipsos Global @dvisor

Presenter

Presentation Notes

People who rate us well when it comes to Trust are more likely to use our products, feel good about using our products, be willing to pay a premium, believe our ads, and remember our ads. Each of these actions or perceptions decrease as Trust decreases.

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Levels of trust strongly relate to whole range of positives

AIG Air France

Altria

AA

Apple

AT&T AXA

Bacardi

BHP BA

CNN

Coke

Danone

Diageo

Fiat

Generali

HP

HSBC

InBev

Intel J&J

Kraft

Lufthansa

Mars

McD's

ML

MSFT Nestlé

Pirelli Shell

Starbucks

Toyota Visa

Wal-Mart

R² = 0.9605

-10

0

10

20

30

40

50

60

-20 -10 0 10 20 30 40 50

FAM

, FAV

, Adv

ocac

y, G

ood

Inve

stm

ent,

Goo

d fo

r E

cono

my,

Env

iro R

esp

Net Trust Base: online citizens, c.500-1,000 per county

Source: Ipsos Global @dvisor

Ipsos MORI Global @dvisor data shows that Trust is HIGHLY correlated with any index

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62%

62%

72%

73%

73%

74%

82%

85%

21%

13%

26%

22%

15%

4%

25%

5%

Are tolerant of people from other countries

Welcome visitors to their country

Have a good understanding of international issues

Are open to new ideas

Generally give a good impression of UK when they travel abroad

Take seriously the concerns and priorities of people from other countries

Are concerned about the global environment

Respect the beliefs, values and culture of people from other countries

Distrust people from UK Trust people from UK

Those who trust also identify UK as fair and tolerant society...

* Analysis run on 6 Ipsos MORI markets

Base: 142 Distrust, 667 TrustData presented here is weighted to reflect the overall population of respondents Source: Ipsos MORI , 2011 F2F Survey of respondents aged 18-34 with minimum tertiary education

% net agreement with statements about People from UK by whether respondents trust or distrust people from UK. People from the UK...

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40%

29%

45%

30% 25%

16%

33%

19% 13% 3%

64% 57% 57%

49% 47% 45% 44% 38% 36%

12%

India Poland Thailand China Brazil Russia Turkey Saudi Spain Pakistan

Those who DISTRUST people from UK Those who TRUST people from UK

% Saying they are interested in “Opportunities to work/do business with people and organisations from the UK”

And those who trust us also say they are more interested in doing business and trade with the UK

+9 +23 +19 +11 +29 +22 +19 +12 +28 +24




Of course, some caution required with self-reported ‘intention’ and we cannot determine causality or

that this relationship is not a result of other factors.

%pt difference

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Cultural relations

increase trust?

83914423

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Involvement in cultural activities with the UK is associated with a higher level of trust in people in the UK in all countries surveyed...

-12%

9%

33% 37% 40% 41% 43% 43%

49% 54%

2%

31%

59%

47%

59% 62% 58% 59% 56%

64%

Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil

Who have NOT been involved in Cultural Relations activities with UK Who have been involved in Cultural Relations activities with UK

+14 +22 +26 +10 +19 +21 +15 +16 +7 +10 %pt difference




% net trust in People from UK among people from….

Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust)

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..and trust increases with the number of cultural activities

-12%

9%

33% 37%

40% 41% 43% 43% 49%

54%

-2%

18%

58%

45%

57% 61%

49% 55%

50%

58%

15%

39%

60%

50%

61% 65% 65% 64% 63%

74%

Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil

0 activities 1 activity 2+ activities

Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust)




% net trust in People from UK among people from…....by number of different cultural relations activities engaged in

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Trust in UK people

Regression analysis – Trust in UK People

Knows English very well

At least one parent knows English a little

Seen or heard reference of BBC World Service

Knows English fairly well

Knows English a little

Seen or heard reference of BC

At least one parent knows English fairly well

Cultural activity with UK

2.37

1.23

2.33

1.78

1.55

1.41

1.27

1.26

Odds ratio Positively associated with trust

Factors in model include: Highest level of education, family living in or from UK, friends who live in or from UK, if visited UK, how well

speak English, how well parents speak English, whether done cultural activity with or

without BC, if heard of BC or BBC World Service, country they live in.

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• Trust definitely pays - Our research shows everything comes back to trust - Trust = willingness to engage and build relationships with UK - British Council teachers – strong network of trusted advocates

• Cultural relations and trust have an important relationship

Cause and effect difficult to establish but...

- English language a clear gateway to and predictor of trust in UK - Those who take part in cultural activities more trusting of UK

In Summary....











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Version 1 | Strictly Confidential

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here

Thank you [email protected]

© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here

http://www.ipsos-mori.com/terms

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Trust Pays: how much does cultural exchange matter?