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The Irish results from the Edelman Trust Barometer 2009. Presentation by Piaras Kelly
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Ireland
2009 Edelman Trust Barometer
2009 Edelman Trust Barometer at a glance
Tenth edition since 2001
4, 475 people in 20 countries on 5 continents
Ages 25 to 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 policyEU Countries: UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, Poland (N=1800 aged 25-64)
What a difference a year-and-a-half makes
January 19, 2009May 14, 2007
“Every financial system depends on trust...We are in a full-blown crisis because
investors and financial managers—the people who run banks, investment banks, hedge funds, insurance companies—have
lost that trust.”
– Robert J. Samuelson, Newsweek
The State of Trust
Richard S. Fuld Jr., former CEO, Lehman Brothers
1
Trust in Business, Media, and Government is half empty
5
Business
The Trust Divide – Emerging vs. Established Economies
Trust in business <50%
Trust in business >50%
In U.S., trust in business at lowest level, including post-Enron
8
Enron, the dot-com bust and September 11
77% of Americans trust business less today than they did a year ago
20 point drop
US joins Europe
Companies less trusted now than year ago
9
Ireland has highest - 83% out of 20 countries trusting business less
Companies headquartered in Sweden, Germany and Canada remain most trusted; companies in China and Russia trusted the least
10
In Ireland, trust in most industries remained steady
11
Government
Government fares no better
13
More in EU still trust business over government
14
Business more trusted Government more trusted
Ireland remains with the majority trusting business more than government
By 3:1 margin globally and 4:1 margin for Ireland, publics agree that government should impose stricter regulations
and greater control over business across all industries
15
Three Global Issues:Who Is Responsible for Causing and Solving?
Global Warming
Energy Costs
Financial Credit Crisis
Government and business share responsibility causing global issues
17
.
Energy Costs Financial Credit Crisis Global Warming
Government held most responsible for solving these issues
18
.
Reducing Energy Cost Financial Credit Crisis Global Warming
Business has lost the ability to lead unilaterallyMust partner with others to solve global issues
19
"I understand your disappointment, your anger. This situation is perfectly
unacceptable.”
- Daniel Bouton-former CEO of Société Générale
Who Can We Trust?Trust in Information Sources and Spokespeople Declines Across the Board
3
47%
40%
44%
38%
36%
34%
40%
27%
24%
26%
13%
35%
27%
16%
15%
19%
Expertise and peer conversations drives credibility of information sources
21
Trad
ition
alC
orp
orate
Dig
ital
Ireland trust in traditional information sources wanes
22
Ireland trust in corporate information channels low
23
Most trusted corporate information source is employees
CEO credibility hits new low globally
24
Spokesperson credibility remains mostly stable in IrelandAcademics or experts most credible
25
*asked as “an academic” in 2008
- 10
+20
Publics Need To Hear Information Regarding A Company Or Brand Multiple Times Through Multiple Channels &
Voices
26
61% 3-5 times total
Through personal action, trust has tangible benefits
27
Chose to buy their products/servicesRefused to buy their products/services
Recommended them to a friend or colleagueCriticized them to a friend or colleague
Paid a premium for their products/services
Bought sharesSold shares
Shared positive company opinions/experiences online
Shared negative company opinions/experiences online
+- Actions taken with trusted and distrusted companies
Public Engagement: a strategy for changing operations and communication
Shared Sacrifice
Continuous Conversation
Private Sector Diplomacy
Mutual Social Responsibility
What We Have Learned ~ Ireland
• Ireland has low trust in government (31%)
• Ireland has more trust in business (41%) compared to government (31%)
• Ireland has lower trust in the Healthcare Industry (41%) and Banks (23%)
• Perceived credibility of all traditional media sources except analyst reports declined over the past year
• Credibility of Academics (73%) and Financial or Industry Analysts (59%) as spokespeople high
• 83% trust companies less now than they did a year ago, the highest among all countries
• 76% agree that government should impose stricter regulations and greater control over business across all industries
• Ireland places more responsibility on government (88%) than the rest of the EU for causing the Financial Credit Crisis
A Ten Year Overview of Trust
The 2009 Edelman Trust Barometer is the firm’s tenth trust and credibility survey.
The survey was produced by Edelman’s research firm StrategyOne. The survey was consisted of a 30-minute telephone survey conducted in November – December 2008. This year, the survey sampled for the first time two different age groups concurrently
(25-34 and 35-64).
For more information on the Edelman Trust Barometer and to view past results, please visit www.edelman.com/trust.
2009 Edelman Trust Barometer