AUSTRALIA: 2012 Edelman Trust Barometer Presentation

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© Edelman, 2012. All Rights Reserved.

#EdelTrust2012

I AUSTRALIA

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TRUSTERS

NEUTRAL

DISTRUSTERS

GLOBAL 51

China 76

UAE 68

Singapore 67

India 65

Indonesia 63

Mexico 63

Netherlands 61

Hong Kong 61

Canada 58

Malaysia 57

Italy 56

Argentina 54

Australia 53

Brazil 51

Sweden 49

U.S. 49

South Korea 44

Poland 44

U.K. 41

Ireland 41

France 40

Germany 39

Spain 37

Japan 34

Russia 32

GLOBAL 55

Brazil 80

UAE 78

Indonesia 74

China 73

Netherlands 73

Mexico 69

Singapore 67

Argentina 62

India 56

Italy 56

Canada 55

South Korea 53

Sweden 52

Japan 51

Australia 51

Spain 51

France 50

Poland 49

Germany 44

U.S. 42

U.K. 40

Russia 40

Ireland 39

2012 2011

<

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 2012

>

Australia remains trust neutral INFORMED PUBLIC 25-64

3


GOVERNMENT

IN GLOBAL

TRUST DECLINE

4


Since 2009, trust in business and media in Australia up Lost opportunity for government

TRUST IN INSTITUTIONS AUSTRALIA (2009-2012): TOP 4: TRUST/TRUST A GREAT DEAL

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale; Top 4 box. Informed Publics ages 25-64 in Australia.

57

47

65

43

20

25

30

35

40

45

50

55

60

65

70

2009 2010 2011 2012

Business Government NGOs Media

5


60% of Australians

DO NOT TRUST

government leader(s)

to tell the truth. GENERAL PUBLIC

18+

Q126A+126B: How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is. General population 18+ in Australia.

LIARS!

6


THE

EXPECTATION

GAP

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Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale (Top 2 Box , Very/Extremely Important) ; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale (Top 2 Box , Performing Very/Extremely Well) General Population in Australia

-58

-53

-57

-56

-43

-34

-38

-28

GAP

13%

18%

13%

12%

14%

21%

17%

12%

71%

71%

70%

68%

57%

55%

55%

40%

Listens to citizen's needs and feedback

Effectively manages the financial affairs of the country

Communicates honestly and frequently

Has transparent and open practices

Creates innovative programs that positively impact communities

Works to protect and improve the environment

Provides national training programs to create employment

Partners with third parties

Government Importance Government Performance

Government not meeting public’s expectations

GOVERNMENT IMPORTANCE VS. PERFORMANCE TOP 2 BOX: VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL

GENERAL PUBLIC

18+

8


21%

11%

16%

33%

22%

22%

20%

17%

20%

19%

23%

24%

18%

43%

29%

30%

33%

32%

38%

39%

44%

47%

49%

49%

60%

61%

67%

67%

68%

69%

69%

70%

Ranks on global lists

Partners with third parties

Delivers financial returns

Innovator or new products, services or ideas

Highly regarded, top leadership

Addresses societies needs

Works to protect and improve the environment

Positively impacts the local community

Communicates frequently and honestly

Has transparent and open business practices

Takes action to address issue or crisis

Treats employees well

Places customers ahead of profits

Offers high quality products or services

Has ethical business practices

Listens to customer needs and feedback - 42

- 41

- 27

- 51

- 45

- 45

- 42

- 43

- 34

- 30

- 26

- 23

- 7

- 23

- 23

- 13

Business not meeting public’s expectations GAP

Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale (Top 2 Box, Very/ Extremely Important) (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale (Top 2 Box, Performing Very/ Extremely Well) General Population in Australia

Business Importance

Company Performance

GENERAL PUBLIC

18+ BUSINESS IMPORTANCE VS. PERFORMANCE

VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL

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From license to operate to license to lead GENERAL PUBLIC

18+

Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale. Top 2 Box, Very/ Extremely Important). General population ages 18+ in Australia. Current Trust results based on a regression analysis of the General Population.

1 Listens to customer needs and feedback

2 Has ethical business practices

4 Places customers ahead of profits

5 Treats employees well

2 Offers high quality products or services

8 Communicates frequently and honestly

5 Takes actions to address issue or crisis

7 Has a good reputation

11 Addresses societies needs

7 Has transparent and honest business practices

9 Works to protect and improve the environment

9 Positively impacts the local community

12 Highly regarded, top leadership

ATTRIBUTES MORE IMPORTANT TO

BUILDING FUTURE TRUST

1 Delivers consistent financial returns

2 Partners with third parties

3 Ranks on global lists

4 Innovator of new products

CURRENT TRUST

CURRENT TRUST (45%) DRIVEN BY

OPERATIONAL ATTRIBUTES

Attributes that Correlate with Current Trust

BUILDING FUTURE TRUST

Most Important Attributes that Build Trust

14 Delivers consistent financial returns

13 Innovator of new products, services or ideas

15 Ranks on global lists

17 Partners with third parties

10


AUSSIES

TRUST THEIR

MATES

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+31%

PERSON

LIKE ME

62%

- 8%

CEO

41%

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Peer to peer trust rising

74%

71%

62%

62%

57%

51%

47%

41%

Academic or expert

Technical expert in the company

A person like yourself

NGO representative

Financial or industry analyst

Regular employee

Government official or regulator

CEO

Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Australia

+ 18

+ 31

+ 17

INFORMED PUBLIC 25-64

CREDIBILITY OF SPOKESPEOPLE

- 8%

13


ALL

MEDIA

MATTERS

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23% 22%

7%

15%

32% 30%

13%

21%

Growing diversification of media sources

Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in AustraliaQ161-165.

ONLINE MULTIPLE SOURCES

TRADITIONAL SOCIAL MEDIA CORPORATE


+ 9

+ 6

2011 2012 2011 2012 2011 2012 2011 2012

TRUST IN MEDIA SOURCES: TOP BOX TRUST A GREAT DEAL

15


Once (1), 3%

Twice (2), 18%

Three Times (3), 32% Four or Five Times,

24%

Six to Nine Times (6-9),

7%

Ten or More Times

(10+), 16%

Repetition overcomes skepticism

Q148. Think about everything you see or hear every day about companies, whether positive or negative. How many times in general do you need to be exposed to something specific about a company to believe that the information is likely to be true? General population ages 18+ in Australia.

56% of Australians need

to be exposed to

information 3 to 5

times to believe it

is true.

GENERAL PUBLIC

18+

16


LICENSE

TO LEAD

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18


19


20


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#EdelTrust2012

I AUSTRALIA

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APPENDIX: Edelman Trust Barometer at a glance

20-minute online interviews conducted from October 10 - November 30, 2011. Australian sample N=1,200

Informed Public:

Aged between 25 and

64; college-educated;

top 25% of household

income; significant

consumers of media,

business news and

public policy

n=200

The 2012 Edelman

Trust Barometer

derives from more

than 30,000

interviews across 25

countries

NEW! The 2012 Edelman’s

Trust Barometer™ now

includes consumer

insights with 1,000

general population

(Ages 18+) respondents

from Australia

GENERAL PUBLIC

18+


KEY:

AUSTRALIA: 2012 Edelman Trust Barometer Presentation

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