GfK Verein Trust in Professions 2018 – a GfK Verein study

GfK Verein

Trust in Professions 2018 –a GfK Verein study

From firefighters to politicians

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Copyright GfK Verein

All rights reserved. No part of this publication may be reproduced, or transmitted in any form without the prior (written) permission of the copyright holders.

March 2018

Responsible: Ronald Frank

GfK VereinGesellschaft für Konsum-, Markt- und Absatzforschung e.V.

District Court NurembergRegister of Associations VR200665

Nordwestring 101, 90419 Nuremberg, GermanyTel.: +49 911 95151-983 and -972 – Fax: +49 911 37677 872

Email: [email protected]: http://www.gfk-verein.org

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GfK Consumer Experiences:

Birgit MüllerSusanne SiegertRolf Bürkl

GfK Verein:

Ronald Frank

Introduction 4 3 North and South America in detail 61

Brazil 62

1 Global trust 5 Mexico 64

USA 66

2 Europe in detail 25

France 26 4 Asia and the Pacific in detail

Germany 28 India 71

▪ World Wide Web-analysis 35 Indonesia 73

Italy 45 Iran 75

Netherlands 47 Japan 77

Poland 49 South Korea 79

Russia 51

Spain 53 5 Africa in detail 81

Sweden 55 Kenya 82

Turkey 57 South Africa 84

UK 59

6 Methodology 86

Trust in Professions 2018

Contents

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The 2018 edition of the Trust in Professions study

conducted by GfK Verein now covers 20 countries worldwide.

While Mexico has been newly added, Argentina, Australia,

Belgium, Canada, Nigeria, Austria, Switzerland and the

Philippines are no longer included in the study. Professions are

of central importance to the functioning of societies resting on

the division of labour, as outside of their private sphere of life,

citizens and consumers primarily come into contact with

representatives of professional groups. Mutual trust is essential

for these relationships and transactions. This study examines

the empirically researched trust placed in over 30 professions

with which people come into contact directly or indirectly, in

other words, via the media. The level of trust awarded by the

respondents is partly influenced by both the extent and nature

of media coverage and political decisions. For example, in

Poland trust in judges and lawyers, but also in journalists and

TV presenters, has diminished against the background of a

controversial judicial reform.

In 2018, the global trust ranking continues to be headed

by firefighters, paramedics, technicians and doctors, but also

teachers and farmers. These professional groups can be

described as undisputed professions, which are indispensable

for the basic functioning of the economy and society, and which

must be reliable, especially in emergencies and other

exceptional circumstances. Although professions such as bank

assistants, retailers and sellers, judges, the police and

journalists are mid-table in the ranking, they appear to cause

some contention among the respondents, as their ratings vary

considerably from one country to the next (from less than 20%

to more than 90%).

This report also contains the results of a World Wide Web

analysis for three selected professions, which found that

politicians in Germany experience the most – and at the same

time the most negative – remarks or comments, followed by the

police. Market or opinion researchers are discussed very little in

comparison and, when they are, they tend to be commented on

in a more neutral editorial context than on social networks.

The Trust in Professions study is conducted by GfK

Verein every two years. The next edition will be published in

2020.

Ronald Frank | GfK Verein

Introduction

If you can trust someone,

you don't need a contract.

If you can't trust him, a

contract is useless (J.P.

Getty)

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1 Global trust

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By far the highest average level of trust across all

professional groups continues to be found in India. The

country has even strengthened its lead by increasing its rating

slightly to 85%. Along with the Netherlands (75%) and South

Africa (74%), countries from three continents occupy the top

three. Represented by the USA, the American continent,

meanwhile, only comes in at seventh place. Mean trust across

all countries is 72% this year and has thus remained stable

over the years. In order to be able to compare the current

results better, the results for the countries that no longer form

part of this study in 2018 were not considered when

calculating the average ratings for the previous years.

The greatest loss is recorded for Indonesia, which in

2016 was one of the two front runners in the country ranking.

After a clear increase in 2016, trust has now dropped again to

69%. A similarly high decline is also seen in Sweden (60%),

where the change in survey institute may have influenced the

results. Thus Sweden performs similarly to the newly added

Mexico, with both countries finding themselves in the lower

third of the ranking. According to the GfK Verein study

Challenges of Nations 2017, the top five challenges facing

Mexico include crime, politics/government and corruption. It

therefore comes as no surprise that Mexicans regard the

police, mayors and politicians as the least trustworthy

professions. In contrast, Turkey has shown the biggest

increase, its trust rating rising by 12 percentage points to

71%, which means it has once more achieved the level

attained in 2014. This is also reflected in the global ranking,

where Turkey has climbed to fourth place. In addition to India,

noticeable, albeit smaller gains, can also be found in the

Netherlands, Brazil and France. In the 2018 international

comparison, Japan and South Korea bring up the rear,

positioned only just behind Mexico with average trust levels of

under 60%.

In addition to the average level of trust, it is worth taking

a look at the number of professional groups that are rated as

reliable by less than half of the respondents in a country. A

similar picture emerges here as well, as countries with a high

level of overall trust, such as India, the Netherlands or South

Africa, occupy the top spots in this regard.

Complete overview /// Results (1)

More than 23,000 respondents in 20 countries represent about 1.3 billion people.

Average trust in professions

Range and mean across all countries

72

0 20 40 60 80 100

South Korea India

Number of professional groups trusted by less than half of the population

< 5

>10

TR ZAIN KE

SE JPMX KR

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The countries at the lower end of the scale have certain

results in common. For example, South Koreans, Japanese,

Mexicans and Swedes are more critical overall and also

regard a larger number of professions with a high degree of

scepticism. The East African country of Kenya stands out in

particular. Although its average trust rating of 65% puts it in

the middle of the ranking, it is only especially mistrustful of

four professions. The widest range, i.e. the largest difference

between the lowest and the highest levels of trust, can be

found in Iran as well as in Spain and France.

In addition to the average level of trust per country, this

study also presents the average rating across all the countries

for each of the professions studied. This value, as well as the

total value, is calculated by weighting the country results in

accordance with the respective number of inhabitants. Across

all the countries, firefighters remain the most trusted

profession, followed closely by doctors, physicians and

paramedics, who are perceived as reliable by nine out of ten

people. Nurses and teachers follow hot on their heels, with

89%. Accordingly, these professions also frequently occupy

the top spots in the respective country rankings. In fact,

firefighters enjoy the greatest rate of approval in eleven

countries, while paramedics, doctors and physicians are

viewed most favourably in three countries. In Kenya, on the

other hand, farmers take pole position, while in Mexico it is

nurses and in Indonesia teachers who top the scale.

Of the most trustworthy professions, paramedics and

nurses are the least controversial in the international

comparison. However, the narrowest range of less than 20

percentage points is recorded for pilots, who are trusted by

86% of people worldwide. Approval for this profession is at its

highest in the Netherlands and – comparatively speaking – at

its lowest in Mexico and Turkey. In contrast, insurance

agents, pastors and priests, and retailers are the most

polarising. Priests also occupy last place in the mainly Muslim

countries of Iran and Indonesia. On the other hand, in

Sweden it is retailers who enjoy the least trust. In all other

countries, however, the last place in the ranking is

consistently occupied by politicians, who therefore also

perform the most poorly by far across all countries.

Complete overview /// Results (2)

Across all countries:Professional groups with the...

…narrowest range

…widest range

Pilots

Insurance agents

Pastors, priests

Retailers/sellers

highest trust

lowest trust

93%

Politicians17%

Firefighters

Professional groups with the...

Paramedics

Nurses

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65 65 65 63 60 60 60 59 58 5765 64 63 60

69

5563

-

56 5964 64 63

68 6756

63

-

57 59

Average

all countries*

Kenya RussiaSpain France South KoreaJapanBrazilSweden Mexico

(Average of "I completely/generally trust" across all professional groups, in %)

Complete overview /// Average level of trust in each country

Base 2018: 23,519 respondents, *restricted comparability: 2016 and 2014 due to Iran (new); 2018 and 2016 due to Mexico (new) 2018 2016 2014

Germany

PolandTurkeyNetherlands USA ItalyUKIranSouth Africa Indonesia

8575 74 72 71 69 68 67 66 66 65

82

6974 71

59

7968 65 67 65 67

7870

8171 72 75

-

7365 65

60

India

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8575 74 72 71 69 68 67 66 66 65

0

20

40

60

80

100

65 65 65 63 60 60 60 59 58 57

0

20

40

60

80

100

Kenya RussiaSpain France South KoreaJapanBrazilSweden Mexico

("I completely/generally trust", average across all professional groups, in %)

Complete overview /// Trust per country: range and average

Base: 23,519 respondents

Average

all countries

Germany

PolandTurkeyNetherlands USA ItalyUKIranSouth Africa IndonesiaIndia

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Average

all countries

Mexico

Indonesia

9 9 9 910 10

12 1213

14

France South Korea

Turkey

Japan

Netherlands Brazil

USAUK Sweden

South Africa

1 12

34

56

7 7 7 7

("I completely/generally trust", number of professional groups < 50%)

Complete overview /// Number of professional groups trusted by less than half of the population

Base 2018: 23,519 respondents

Kenya Germany

Spain RussiaIran

PolandIndia Italy

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11("I completely/generally trust", number of professional groups < 50%, average trust in %, the size of the points represents the population share of the countries)

Complete overview /// Number of professional groups trusted by less than half of the population and average trust

India

USA

GermanyItaly

France

Poland

Mexico

Russia

Spain

Sweden

UK

Netherlands

Turkey

BrazilIndonesia

Iran

Japan

South Korea

Kenya South Africa

0

2

4

6

8

10

12

14

50 55 60 65 70 75 80 85 90

Nu

mb

er

of

pro

fes

sio

na

l g

rou

ps

tru

ste

d b

y

les

s t

ha

n h

alf

of

the

po

pu

lati

on

Average trust

Average 72

Base: 23,519 respondents; please note: weighted average "number of professional groups < 50%" is 1, due to the large influence of India (population)

In India, the country with the highest average trust rating, only one professional group is below the 50% mark. In South Korea and Japan, which show the lowest level of trust, 13 and 14 professional groups respectively are trusted by less than half of citizens.

Exception Kenya: although the average trust rating is comparatively low, only four professions have trust levels below 50%.

EuropeNorth and SouthAmerica

Asia and the PacificAfrica

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Complete overview /// Professional groups with the highest trust rating per country

Netherlands

Paramedics 99%

Germany

Firefighters 96%

Sweden

Firefighters 97%

Poland

Firefighters 92%

Russia

Firefighters 90%

Turkey

Doctors, physicians 88%

Mexico

Nurses 90%Japan

Paramedics 90%

Iran

Firefighters 100%

Indonesia

Teachers 99%

South Korea

Firefighters 88%

UK

Paramedics 94%

Brazil

Firefighters 96%

South Africa


Kenya

Farmers 92%

India


USA

Firefighters 94%

Spain

Firefighters 97%

France

Firefighters 99%

Italy

Firefighters 91%

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Complete overview /// Professional groups with the lowest trust rating per country


Netherlands

Politicians 29%

Germany

Politicians 14%

Sweden

Retailers, sellers 11%

Poland

Politicians 22%

Russia

Politicians 23%

Turkey

Politicians 34%

Mexico

Politicians 13%Japan

Politicians 12%

Iran

Pastors, priests 8%

Indonesia

Pastors, priests 26%

South Korea

Politicians 9%

UK

Politicians 22%

Brazil

Politicians 7%

South Africa

Politicians 35%

Kenya

Politicians 19%

India

Politicians 48%

USA

Politicians 16%

Spain

Politicians 5%

France

Politicians 7%

Italy

Politicians 13%

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14(Average of "I completely/generally trust" across all countries, in %)

Complete overview /// Trust in professional groups

Base 2018: 23,519 respondents; restricted comparability due to additional country (Mexico)

-2

-1

1

2

3

0

0

1

1

2

1

0

0

3

1

1

Change vs 2016in percentage points

Firefighters

Doctors, physicians

Paramedics

Nurses

Teachers

Pharmacists

Farmers

Engineers

Pilots

Soldiers

Craftsmen

Architects

Computer or software specialists

Train, bus, underground or tram drivers

Judges

Retailers, sellers

92

91

90

89

89

88

87

87

86

84

80

79

77

77

72

69

-1

-1

-1

-3

-2

1

3

2

7

1

0

1

2

1

4

1


Bankers, bank assistants

Professional athletes, footballers

Cab drivers

Policemen

Civil servants

Lawyers

Market or opinion researchers

Journalists

TV hosts, TV presenters

Pastors, priests

Actors

Businessmen, entrepreneurs

Advertising specialists

Mayors

Insurance agents

Politicians

69

69

67

67

67

66

64

63

62

62

62

62

57

56

54

29

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92

91

90

89

89

88

87

87

0 20 40 60 80 100

("I completely/generally trust", minimum, maximum and average, in %)

Complete overview /// Trust in the professional groups: range and average (1)

Range Mean across all countries

86

84

80

79

77

77

72

69

0 20 40 60 80 100

Iran

India

Iran

Netherlands

Indonesia

Iran

India

Iran

Japan

Russia

Brazil

Kenya

Iran

Russia

South Korea

Brazil

Netherlands

India

India

Netherlands

India

Netherlands

India

Netherlands

Japan

Iran

Iran

Mexico,Turkey

Iran

Iran

Mexico

Sweden

Firefighters

Doctors, physicians

Paramedics

Nurses

Teachers

Pharmacists

Farmers

Engineers

Pilots

Soldiers

Craftsmen

Architects



Judges

Retailers, sellers


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Complete overview /// Trust in the professional groups: range and average (2)

69

69

67

67

67

66

64

63

0 20 40 60 80 100

62

62

62

62

57

56

54

29

0 20 40 60 80 100

India

India

Iran

Iran

India

Iran

India

Iran

Iran

France

Sweden

Spain

Kenya

Mexico

Indonesia

Japan

India

India

Iran

India

India

Iran

India

Netherlands

France

Iran

South Korea

Japan

Iran

Japan

Brazil

Spain



Cab drivers

Policemen

Civil servants

Lawyers


Journalists


Pastors, priests

Actors



Mayors

Insurance agents

Politicians


Range Mean across all countries

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88 88 88 84 83 83 81 7973

66

8289 85

-

82 8274 75

6474

89 88 89

-

7987

80 79

6674

Average

all countries* Germany

PolandKenya Russia

Spain France

South KoreaTurkey Japan

Netherlands

BrazilUSA Italy

UK IranSweden

Mexico

South AfricaIndonesia

("I completely/generally trust", in %)

At a glance /// Doctors, physicians


99 96 94 93 91 90 90 89 89 89 8995 95

8996

89 88 92 89 92100

8897 93

8895

89 88 86 88 90

-

89

India

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Average

all countries*

Netherlands

JapanTurkeySouth Korea

France SpainRussia

Kenya

Poland Germany

USA

ItalyUK

Iran Sweden

Mexico

South Africa IndonesiaIndia


At a glance /// Bankers, bank assistants


Brazil

8980

75 71 69 69 67 67 64 62 60

8575 77

67 68 67

50

86

40

61

75

8879 82

69 7076

-

7466

6172

56 55 52 5141 40 40 36 36

23

54

-

4943

3742 43

33 34

19

49

-

5546

41 4539 36

27

14

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Average

all countries*

61 60 56 5550 46 45 45

37 35

64 6558 57

44 45

63

43 4230

5561 60 59

4940

6455

39 36

IndonesiaIndia

8782 79 75 74 71 70 70 69 65 61

77 81 7972

67

81 84

5966

55

-

6976

8474

56

72

-

5763

69

-


At a glance /// Professional athletes, footballers


Germany

PolandKenya Russia

Spain FranceSouth Korea

Turkey

Japan

Netherlands

USAItaly UK

Iran

Sweden

South Africa Mexico

Brazil

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Average

all countries*


At a glance /// Businessmen, entrepreneurs


Germany

Poland

Kenya

Russia

Spain

FranceSouth Korea

Turkey

Japan

Netherlands USA

Italy UK IranSweden

South Africa IndonesiaIndia Mexico

Brazil

80 7873 69 67 67

62 61 5953 53

8778

6470

-

84

6454

4449

54

7483

62

75

-

7261

5464

5851

49 4942 39 38 38 35 33 33 29

50 48 46 4837 41

3237

32 3339

4739

46 42 4132

40

53

-

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Average

all countries*


At a glance /// Policemen


Germany

Poland KenyaRussia

SpainFrance

South KoreaTurkey

JapanNetherlands USAItalyUK Sweden

South AfricaIndonesia

India

MexicoBrazil

9489

84 84 81 81 80 78 7770 6870

84 82 83 8674

80 77 77

64 65

-

82 81 82 8276 75

8276

50

66

67 65 64 60 5752 49 48

3629

65 62 6554

4655

64

51

-

26

5948

59 5644

50

64 61

-

25

Iran

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Average

all countries*


At a glance /// Market or opinion researchers


Germany

RussiaSpain FranceSouth Korea

Turkey

Japan

Netherlands

USA

ItalyUKIran

Sweden

South Africa

Indonesia

India

MexicoBrazil

Poland Kenya

9181

7267 64 64 63 60 60 59 56

8678 78

6963

37

5062 64 67

59

-

7785

69 6560 57

63 63 61 58

56 54 53 52 5042 41 37 36 33

72

51 5548

-

3948

33 36

6970

53 54 58

-

45 47

32

5464

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Average

all countries*


At a glance /// Politicians


Germany

Poland KenyaRussia

SpainFranceSouth Korea

Turkey

Japan

Netherlands

USA Italy

UK

Iran

SwedenSouth AfricaIndonesiaIndia

Mexico Brazil

48

35 35 3429 29

23 22 22 19 16

48 51

38

2031 31 33

20 20 23 23

4350

4334 31 29 30

16 17 1622

16 14 13 13 12 11 9 7 7 512 14

-

15 1222

166 6 6

2315

-12 14

-

21

613

5

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India

France

Germany

Italy

Poland

Russia

Spain

Sweden

UKNetherlands

TurkeyBrazil

IndonesiaIran

Japan

South Korea

Kenya

South Africa

USA

Mexico

20

30

40

50

60

70

80

90

100

30 40 50 60 70 80 90

Co

rru

pti

on

Pe

rce

pti

on

s In

de

x 2

01

6

Trust in Professions

Average 48

Average 69

Average of "I completely/generally trust" across all public professions, in %; CPI in score points; the size of the displayed points represents the population of the countries

Level of trust: public professions and Corruption Perceptions Index 2016

Base: 23,519 respondents; definition of public professions: civil servants, mayors, policemen, judges, soldiers

Trust in public professions is greater in those countries where there is a climate of low perceived corruption. Exceptions: in Sweden and Japan, people tend to have little trust in public professions, although only a low level of corruption is perceived; the opposite is true in India, where trust in public professions is high, despite high levels of corruption.

little perceived

corruption, high trust

high perceived

corruption, high trust

high perceived

corruption, low trust

little perceived

corruption, low trustEuropeNorth and SouthAmerica

Asia and the PacificAfrica

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2 Europe in detail

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Human Develop-ment Index 20150: very low – 1: very high0.90

In 2018, the French rate a number of the professions

studied a little more positively. The average trust rating has

therefore increased slightly – but at 63% it is still in the lower

half of the global ranking.

In the spring of 2017, public debate in France was

particularly shaped by the presidential election. The

presidential candidate Macron was able to prevail against

those of the established parties, and his new party En Marche

achieved an absolute majority in the National Assembly. In

addition to reforms to the economy and the labour market, the

demand for increased honesty and a change of mentality in

politics was also on his agenda. France ranks 23rd on the

Corruption Perceptions Index published by Transparency

International, meaning it is behind countries with a similar

level of economic development. To combat corruption, a law

was passed in August 2017 prohibiting parliamentarians from

employing relatives at public expense. This practice had

caused particular harm to the conservative candidate Fillon

during the election campaign. At just 7%, the French continue

to have little faith in politicians and this profession occupies

last place in the ranking. As was the case in 2016, the

advertising industry is positioned only slightly ahead. In total,

ten of the professions studied are once again below the 50%

mark, including journalists, insurance agents and

businessmen and entrepreneurs, each of whom are only

trusted by around one in three French respondents.

The order of the first five professional groups also

remains the same as in 2016. With a trust rating of 99%,

firefighters have successfully defended first place, closely

followed by nurses, with 97%. The third and fourth places are

also occupied by medical professionals. In times of high

uncertainty, triggered by several Islamist-motivated terrorist

attacks, the population also has significantly more trust in

soldiers (89%) and the police (81%). Judges may also be

benefiting from this development, gaining 7 percentage points

to achieve 62%. Cab drivers, however, clock up the largest

increase in trust this year, securing a position in the lower-mid

range by climbing 9 percentage points to 62%. France's cab

drivers caused a sensation in 2016 with massive protests

against the transportation service provider Uber.

France /// Results

CPI 69Perceived corruption

65.0 MPopulation

40.5 M

Working population(Age 15 to 64)

87% of age 20-64secondary-educated

10.0%

Unemployment rate 2016 (ILO)

1.2% GDP growth rate 2016

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France /// Trust in professional groups


0

1

1

2

1

5

6

2

3

3

7

5

6

2

0

5


Firefighters

Nurses

Pharmacists

Paramedics

Doctors, physicians

Pilots

Soldiers


Teachers

Farmers

Policemen

Engineers


Craftsmen

Architects

Civil servants

99

97

93

92

89

89

89

87

84

82

81

79

74

72

70

70

-2

2

5

7

9

6

2

4

4

0

5

1

2

2

1

2


Retailers, sellers

Mayors

Judges

Cab drivers

Lawyers

Actors

Pastors, priests






Journalists

Insurance agents


Politicians

63

62

62

62

57

52

45

44

41

36

35

33

31

30

16

7

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In general, trust in the professions studied has remained

stable in Germany in 2018. The trust engendered in the

professional groups at the top of the ranking remains

constant, at around the 95% mark. The composition of this

group of frontrunners remains unchanged as well, with

firefighters, paramedics and nursing professions once again

leading the way. Next in the ranking are doctors, physicians,

bus and train drivers, and pilots, all of whom are trusted by

almost 90% of Germans.

Larger drops in trust are not seen until the second half

of the ranking. For example, lawyers witness a decline of 5

percentage points, taking them to 67%. This could be a

response to one of the highest profile trials of recent years,

the case against the right-wing terror cell NSU. Among other

things, the defendants' petitions on the grounds of bias

delayed the course of the trial so that the pleadings of the

Federal Prosecutor's Office and, above all, those of the co-

plaintiffs had to be postponed for several weeks. Professional

athletes and footballers have lost the same amount of

approval as lawyers (37%). This could be attributable, for

example, to the very high transfer fees paid in football, which

many citizens and fans no longer find appropriate. Trust in

bankers (40%) and pastors (57%) has sunk by 4 percentage

points. The drop in trust in priests corresponds with the

continued fall in membership numbers of the two major

churches in Germany. By contrast, the number of Orthodox

Christians and Muslims in the country has risen slightly.

A total of seven professional groups are considered

trustworthy by less than half of Germans, including advertising

specialists (25%) and insurance agents (23%). Politicians

continue to bring up the rear of the rankings, with an

unchanged trust rating of 14%. The 2017 Bundestag election,

which took place during the survey period, perhaps plays a

role in this. During the election, the two grand coalition parties

suffered losses, while the smaller parties made gains. This

meant that the FDP was able to return to the German

Bundestag and the right-wing populist AfD took up seats for

the first time. The AfD had already shifted the political

discourse to the right during the election campaign, and was

able to score points with immigration and domestic security

among both former non-voters and protest voters.

Germany /// Results

CPI 81Hardly any perceived corruption

82.1 MPopulation

54.1 M



4.3% Unemployment rate 2016 (ILO)


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Germany /// Trust in professional groups


-2

-1

-3

-2

0

0

0

0

0

2

2

3

0

0

0

3


Firefighters

Paramedics

Nurses

Doctors, physicians


Pilots

Pharmacists

Engineers

Policemen

Craftsmen

Teachers

Farmers

Architects

Judges

Cab drivers

Soldiers

96

96

95

89

89

89

87

85

84

80

80

78

75

74

71

69

-5

-2

-4

-2

-1

-2

-4

-5

-3

1

1

0

2

2

1

0


Lawyers

Civil servants

Mayors


Pastors, priests



Retailers, sellers


Actors


Journalists



Insurance agents

Politicians

67

60

60

60

57

56

53

51

50

46

40

38

37

25

23

14

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Even 28 years after German reunification, differences

between East and West can still be found. In the East, for

example, there are hardly any large companies; rather, there

is less economic and purchasing power, and unemployment is

higher. With regard to professions, however, at present only

specific groups are perceived differently. Moreover, the

average trust ratings in the two parts of the country are even

virtually the same this year, with overall trust rising slightly to

64% in the East and dropping marginally to 65% in the West.

In comparison with 2016, the western regions of the country

have more stable trust values, but citizens in both parts of the

country largely agree when it comes to the professions at the

top and bottom of the ranking.

As in 2016, the greatest differences are to be found in

the assessment of pastors. Regardless of age, West

Germans trust this professional group significantly more (by

25 percentage points). The fact that the proportion of citizens

with no religious affiliation is particularly high in the East – in

spite of the East German town of Wittenberg being

considered the cradle of the Reformation, the 500th

anniversary of which was celebrated in 2017 – is a legacy of

the socialist GDR.

The situation for lawyers, the police, judges, civil

servants and mayors is similar to that found in 2016, with

each of these professional groups enjoying a level of trust that

is at least 10 percentage points higher in Western Germany.

After the fall of the Berlin Wall, many positions in the judiciary,

public administration and universities in East Germany were

filled by West German candidates. This may be one of the

reasons why older citizens of former East Germany in

particular feel sceptical towards judges. It could also be a

hangover effect from the GDR judiciary, as there were hardly

any lawsuits during this time. Bankers are also rated very

critically by older people in the East.

By contrast, East Germans view retailers (59%) and

actors (56%) in a noticeably more positive light. At 63%, more

people in the East trust market and opinion researchers than

in the West (55%), especially the under-50s. The extent to

which the results found in this study will converge in the future

will partly depend on whether the degree of similarity between

the economy in the East and West continues to increase.

Germany /// Differences between West and East

West and East Germany

Average trust in professions

65%

64%

66%

62%

West

East

20182016

20182016

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West Germany /// Trust in professional groups


-1

-1

-1

-2

-4

-1

-1

-1

-6

0

0

0

2

1

3

0


Firefighters

Paramedics

Nurses

Doctors, physicians

Pharmacists


Pilots

Policemen

Engineers

Craftsmen

Teachers

Judges

Farmers

Architects

Cab drivers

Lawyers

96

95

94

90

89

89

89

86

86

80

79

77

77

76

70

69

-1

-4

-3

-4

-1

-4

-3

-6

-4

2

1

1

2

2

0

0


Soldiers

Civil servants

Pastors, priests

Mayors





Retailers, sellers

Actors


Journalists



Insurance agents

Politicians

69

64

62

62

59

55

53

50

50

44

41

40

37

23

22

14

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Paramedics

Nurses

Firefighters


Pilots

Doctors, physicians

Engineers

Craftsmen

Teachers

Farmers

Pharmacists

Cab drivers

Policemen

Architects

Soldiers



East Germany /// Trust in professional groups

Base 2018: 405 respondents

-2

-5

2

3

1

2

5

1

3

2

3

2

5

2

9

0


97

97

97

90

89

89

84

83

83

82

80

79

76

71

70

63

-1

-6

-1

-3

-3

-1

-6

1

2

6

10

3

1

2

3

0



Retailers, sellers

Lawyers

Judges

Actors


Mayors

Civil servants


Pastors, priests



Journalists


Insurance agents

Politicians

62

59

59

58

56

53

52

48

47

37

37

34

31

31

27

14

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Firefighters

Paramedics

Nurses

Doctors, physicians


Pilots

Pharmacists

Engineers

Policemen

Craftsmen

Teachers

Farmers

Architects

Judges

Cab drivers

Soldiers


Germany /// Trust in professional groupsComparison of East and West Germany

Base 2018: 2,056 respondents0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100

Lawyers

Civil servants

Mayors


Pastors, priests



Retailers, sellers


Actors


Journalists



Insurance agents

Politicians

West

East

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0 10 20 30 40 50 60 70 80 90 100


Germany /// Trust in professional groupsComparison of East and West Germany by age group

Base 2018: 2,056 respondents0 10 20 30 40 50 60 70 80 90 100

Lawyers

Civil servants

Mayors


Pastors, priests



Retailers, sellers


Actors


Journalists



Insurance agents

Politicians

West 50 plus

East 50 plus

West under 50 years old

East under 50 years old

Firefighters

Paramedics

Nurses

Doctors, physicians


Pilots

Pharmacists

Engineers

Policemen

Craftsmen

Teachers

Farmers

Architects

Judges

Cab drivers

Soldiers

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35Results of "360° Social Media Status Quo Analysis"

Germany /// Professional groups reflected on the WWW (1)

Remarks/comments absoluteComparison of online references made

0

40.000

80.000

120.000

160.000

Policemen Politicians Market researchers

0%

20%

40%

60%

80%

100%

total positive negative total positive negative total positive negative

Reputation at a glanceAssessment/perception of the professional groups online

0%

20%

40%

60%

80%

100%


Negative

Neutral

Positive


Editorial

content

User-generated

content

Source of remarks/mentions/comments: Editorial content (e.g. from media, companies) vs user-generated content (e.g. from blogs, forums and social networks)

Of the professions studied,

politicians are most frequently

mentioned on the Internet.

Policemen follow in second

place. In contrast, significantly

less content is posted online

about market researchers.

Politicians are not only men-

tioned very often, but are also

presented in the most negative

light. Content concerning

market researchers is almost

exclusively neutral in tone.

Negative comments are more

likely to come from private

users – which is generally the

case for analyses on the Inter-

net.

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36Results of "360° Social Media Status Quo Analysis" in %


Reliability

Prestige/renown/reputation

Future/security

Policemen

73 : 27 80 : 20 4 : 96

Politicians

85 : 15 70 : 30 57 : 43

Market researchers

11 : 89 40 : 60 9 : 91

Remarks/comments Share of topics

Reliability

Prestige/renown/reputation Future/security

18 : 7 : 76 18 : 2 : 81 96 : 4 : 0

7 : 6 : 86 27 : 8 : 65 57 : 43 : 0

58 : 0 : 42 48 : 36 : 16 74 : 21 : 5

ReputationAssessment of the topics

NegativeNeutralPositive

Source Topics user/supplier generated

Editorial contentUser-generated content


34

18

82

696

11 64

2

94

The texts were analysed for

aspects that provide informa-

tion about the image of a pro-

fession (see the key on the

left). However, classifying

texts in this way often proves

impossible, meaning that each

profession has a high propor-

tion of "other topics" – most

often in the case of market

researchers. Most of these

"other topics" are reports

about various studies.

Politicians and the police are

rated similarly poorly in terms

of reliability and "prestige/

renown/reputation".

Pay Helpfulness Corruption

Prestige/renown/reputation

Reliability Future/security

Credibility

Other

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Policemen

Politicians

Market researchers

59%

51%

24%

27%

29%

46%

4%

8%

1%

4%

5%

24%

3%

3%

1%

2%

3%

4%

Twitter News Social networks Web Forums Blogs


Over half of the texts about the

police and politicians were

found on Twitter. Just over

one in four texts comes from

online news media.

In the case of market re-

searchers, in contrast, the

picture is almost reversed, as

this professional group is most

frequently mentioned in texts

from online news media.

Twitter, networks and forums

also play a role, but much less

so than for the police and poli-

ticians.

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38Results of "360° Social Media Status Quo Analysis" (tag cloud in German language)

Germany /// Professional groups reflected on the WWW, common terms found in the articles

Policemen: the most common terms come from police reports and are

therefore very general in nature.

Politicians: during the period under review (November 2017), negotiations

about a possible Jamaica coalition were taking place, so many terms refer to

this.

Market researchers: in this case, terms such as "percent", "test" and "com-

panies" appear, which are very often found in evaluations of various studies.

Policemen

Market or

opinion re-

searchers

Politicians

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Germany /// Professional groups reflected on the WWW, mentions over time: policemen

Increased attacks on the police.

Suspended police officer is suspected of being a supporter of the "right-wing"

scene.

Case reopened from 2005: asylum seeker burnt to death in a police cell in

Dessau. Did he set himself on fire or were the police involved?

"Citizen of the Reich" resists arrest, escapes and injures police officers.

Fraudsters impersonate police officers and trick senior citizens out of their money.

31.10. 03.11. 06.11. 09.11. 12.11. 15.11. 18.11. 21.11 24.11. 27.11. 30.11.2017

6,000

5,000

4,000

3,000

2,000

1,000

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Germany /// Professional groups reflected on the WWW, mentions over time: politicians

Reports and comments on the coalition negotiations ("Jamaica out").

Angela Merkel is named the most powerful woman in the world by US magazine "Forbes" for the seventh time in a row.

Various political issues, including taxation of large corporations, EU climate change plans for cars, UN Climate Change Conference and the danger of video games for children.

Knife attack on CDU mayor.

Rising number of death threats against politicians.

31.10. 03.11. 06.11. 09.11. 12.11. 15.11. 18.11. 21.11 24.11. 27.11. 30.11.2017

8,000

7,000

6,000

5,000

4,000

3,000

2,000

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Germany /// Professional groups reflected on the WWW, mentions over time: market researchers

Flixbus tries hand at train business (Locomore and Hamburg–Cologne Express).

Smartphone operating system Android holds over 80% of the market share in the smartphone sector.

The new Apple Watch takes the market by storm. The "middle-aged generation".

Anxieties about social inequality and poverty in old age.

Increased demand for DNA analysis and genetic testing detected.

Consumer sentiment before Christmas or before the Christmas sales.Poll on sexual

harassment of women: Germans have relatively high level of tolerance.

31.10. 03.11. 06.11. 09.11. 12.11. 15.11. 18.11. 21.11 24.11. 27.11. 30.11.2017

200

150

100

50

10

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42

8%

92%

Results of "360° Social Media Status Quo Analysis"

Germany /// Professional groups reflected on the WWW in detail: market or opinion researchers (1)

Topic radarPositioning of ratings within topics100% = all ratings per topic in each case

0%

20%

40%

60%

80%

100%

Marketresearch

Opinionpolling

Electionpolling

Datascientists

Other*

Positive Neutral Negative

Common terms found in the articles on the Internet – totalfrom headlines and text

Source of remarks/mentions/comments: Provider-generated vs user-generated

Editorial contentUser-generated content

Audicompanylearningpercentmarket researchemployeesmachinesareaintelligenceFraunhofer

percentcompanyeurotestsapplemarketAndroidmillionscustomersanalyses

machineslearningstudynaturemediacompanyInstagramadvertjournalismprivacy

Positive Neutral Negative

* Warning, low basis (<1% of mentions)

Most of the texts about market

researchers come from edi-

torial sources.

If only the positive contribu-

tions are considered, the

subgroup of data scientists

stands out clearly. Perhaps

this may be a sign of the future

viability of this particular pro-

fessional group?

Of all subgroups, however,

opinion pollsters seem to be

subject to the most criticism.

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Remarks/comments Comparison of groups of market and opinion researchers

57%23%

15%5% 1%

66%

Remarks/comments absoluteShare of topics excluding "other topics"

42%

20%

17%

16%

4% 1%

0%

100%

Market research Data scientists

Election pollingOpinion polling

Other

Only 1% of the texts are job advertisements

Future/security of profession Prestige/renown/reputation

ReliabilityCredibility

Pay Corruption

Helpfulness

1%

If the category "other topics" is

omitted, it can be seen that the

future viability of the pro-

fession is the most important

topic.

At 57%, more than half of the

texts refer to classic market

researchers.

And almost a quarter of the

texts are about the group of

data scientists. This group of

professionals seems to be in

high demand, as two thirds of

the texts concerning this cate-

gory are job advertisements.

Remarks/comments Proportion of job advertisements

Market researchers Data scientists

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From two word counts for Dimap up to 344 word counts for GfK

Common terms found in the articles on the Internet – totalfrom headlines and text

Around two-thirds of the word

cloud is dominated by men-

tions of the institutes GfK,

Nielsen and YouGov during

the investigation period (No-

vember 2017).

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The trust expressed by Italians in most of the

professions investigated is somewhat lower in 2018, as a

result of which the average value has dropped slightly to 65%.

As the only professional group to be rated as reliable by more

than 90% of citizens, firefighters are clearly in the lead. Even

more clear cut are the results at the bottom of the scale. Here,

politicians reside in last place, viewed as credible by only 13%

of Italians. This positions them firmly behind the professions

occupying the following positions, namely advertising

specialists, mayors, insurance agents and bank employees.

After the failure of his proposed constitutional reform, Prime

Minister Renzi resigned as announced at the end of 2016. He

was succeeded by Foreign Minister Gentiloni. Regular new

elections are scheduled for the spring of 2018. However,

officials are still constantly being confronted with allegations of

corruption, which is also reflected in the Corruption

Perceptions Index (CPI) published by Transparency

International.

Farmers and pharmacists once again find themselves

near the top of the ranking with trust ratings of 86%. Teachers

are also rated very positively at 85%, as are paramedics and

nurses, both at 84%. However, the latter have lost favour with

Italians, which may be due to various scandals in Italian

hospitals that have been widely reported in the media. These

range from the killing of several patients near Livorno to

systematic fraudulent absenteeism in a hospital in Naples.

Market or opinion researchers (59%), actors (55%), and

TV hosts and TV presenters (54%) have also suffered greater

losses in trust. Similarly, professions in the transport sector

are currently performing more poorly than in 2016. The latter

professional group went on strike in 2017, thereby affecting

traffic. Pilots and train drivers were criticising privatisation and

liberalisation in public local and long-distance transport, while

cab drivers were protesting against transportation service

intermediary Uber. Although – after the survey was conducted

– the national football team Squadra Azzurra failed to qualify

for the World Cup for the first time since 1958, trust in

professional athletes and footballers has only fallen slightly

(61%). Despite experiencing the strongest rate of growth (6

percentage points), lawyers are only trusted by just over half

of Italians.

Italy /// Results

CPI47High perceived corruption

59.4 MPopulation

37.9M



11.5%


0.9%GDP growth rate 2016

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Italy /// Trust in professional groups


-3

-4

-2

-2

-7

-4

-4

-3

-6

-3

-4

-4

0

1

3

0


Firefighters

Farmers

Pharmacists

Teachers

Paramedics

Nurses

Doctors, physicians

Craftsmen


Engineers

Soldiers

Pilots

Policemen

Architects


Retailers, sellers

91

86

86

85

84

84

83

83

83

81

81

81

80

78

73

68

-7

-3

-8

0

-8

-8

-3

-1

-1

-4

-2

3

6

4

0

2


Cab drivers



Judges

Actors


Civil servants

Lawyers

Pastors, priests


Journalists


Mayors

Insurance agents


Politicians

67

61

59

59

55

54

54

52

51

49

46

43

40

38

36

13

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The average level of trust of 75% that the Dutch have in

the various professions not only represents an increase of 6

percentage points in 2018, but also places the Netherlands in

second place in the global trust ranking. With the exception of

politicians and insurance agents, all the professions studied

are witnessing stable, and in most cases even increasing

trust. This means that more than half of the professions

currently achieve approval ratings of at least 75%.

According to the Euro Health Consumer Index (EHCI),

the Netherlands has the best and most efficient health system

in Europe. Citizens seem to be rewarding this success, since

paramedics and nurses, along with firefighters, take the lead

in the Dutch ranking. The other healthcare professionals

(doctors, physicians and pharmacists) also achieve more than

90% approval.

The biggest rises in trust in 2018 are recorded for

engineers and technicians, who have gained 16 percentage

points, and market or opinion researchers, who have gained

14 points. Trust in retailers and sellers (76%) and professional

athletes (70%) has also increased by more than 10

percentage points. All these professions have thus been able

to recover from the loss of trust they experienced in 2016.

In contrast, only just under a third of the population

considers politicians and insurance agents to be trustworthy.

Both professions, together with bankers and bank assistants,

find themselves at the tail end of the ranking. The low level of

trust in elected representatives may possibly be related to the

general election held in March 2017. In the run-up to this, the

parties fought a very controversial election campaign in which

the right-wing populist PVV in particular divided opinions. In

December 2016, PVV leader Wilders was convicted of

discriminating against and insulting Moroccans. Despite

various forecasts to the contrary that had predicted an

electoral victory, the PVV became only the second strongest

force in parliament. Although it emerged as the most powerful

force, the conservative-liberal VVD suffered significant losses.

Due to the political fragmentation of parliament, it was difficult

to form a government, meaning that a new government

coalition was eventually established some seven months after

the election.

Netherlands /// Results


17.0 MPopulation

11.1 M





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Netherlands /// Trust in professional groups


4

2

4

7

7

5

8

6

3

5

5

16

8

9

7

9


Paramedics

Firefighters

Nurses

Pilots

Teachers

Doctors, physicians


Farmers

Pharmacists

Craftsmen

Policemen

Engineers

Architects

Judges

Soldiers

Mayors

99

99

98

96

95

94

93

92

92

91

89

88

86

85

85

82

-5

-3

10

12

10

8

11

2

1

14

7

7

6

1

7

3



Retailers, sellers

Actors



Civil servants

Cab drivers


Lawyers


Journalists

Pastors, priests



Insurance agents

Politicians

77

76

74

71

70

69

63

63

61

61

57

48

45

36

32

29

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At 66%, trust across all professional groups remains

virtually stable in Poland in comparison with 2016. While the

professions at the top of the ranking have generally

experienced more growth, mayors and pastors in the lower

third have also made gains in 2018.

As the only group trusted by more than 90% of Poles,

firefighters once again lead the ranking this year. All in all,

healthcare professionals are also performing well again, with

nurses (88%) and paramedics (87%) occupying second and

third place. Meanwhile, doctors and physicians have achieved

the greatest increase in trust of all the professions, rising by 7

percentage points to 81%. The health system in Poland has

long been considered underfunded. Assistant doctors and

specialists in training often earn so little that they need to work

in multiple hospitals at the same time. Due to the poor

working conditions, many medical professionals are

emigrating. However, none of this seems to be having a

negative impact on how these professions are perceived.

In 2018, the greatest losses have been suffered by

lawyers (51%) and judges (46%), whose trust levels have

dropped by 7 and 8 percentage points respectively. Since July

2017, a reform has allowed the Polish Minister of Justice,

among other things, to dismiss judges without citing any

reasons and to appoint others instead. Critics see this as a

threat to the division of power in Poland. Since this regulation

violates EU directives, the European Commission has initiated

infringement proceedings against the country.

Journalists have also experienced a loss of trust, falling

by 5 percentage points to 48%. At the end of 2016, the

government initially imposed restrictions on reporting from

parliament, which were revoked only after protests by the

media and the opposition. In addition, at the beginning of

2016, the professional secrecy of journalists was restricted

under a new police law. This was strongly criticised by the

Council of Europe's legal experts. With a slightly improved

trust rating of 22%, politicians in Poland also lag far behind in

last place in 2018. However, they are rated better than their

counterparts in many Western European countries.

Advertising experts once again find themselves in penultimate

place, with 38% currently.

Poland /// Results


38.2 MPopulation

26.5 M





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Poland /// Trust in professional groups


-1

2

1

4

3

5

3

7

1

2

1

0

0

2

6

4


Firefighters

Nurses

Paramedics

Soldiers

Pharmacists

Farmers


Doctors, physicians

Engineers

Pilots

Craftsmen

Teachers

Retailers, sellers

Architects


Cab drivers

92

88

87

85

84

82

81

81

80

79

78

78

76

75

74

68

-3

-1

-2

-5

-2

-7

-5

-8

0

-2

6

6

4

4

0

2



Policemen

Actors



Mayors

Pastors, priests


Lawyers

Civil servants


Journalists

Judges

Insurance agents


Politicians

67

64

63

61

60

55

53

52

51

51

49

48

46

44

38

22

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In 2018, the Russian population rates the majority of the

professions studied more negatively than in 2016. The

average trust rating has therefore dropped to 60%, meaning

that Russia is still in the lower third of the global comparison.

Priests (61%) and journalists (38%) record the largest

declines, while TV hosts and presenters (52%) also perform

more poorly than in 2016. The latter result probably reflects

the fact that the government has a strong influence on the

media and that it is therefore almost impossible to report ne-

gatively on the government. For example, Russia ranks 148th

out of 180 countries in the Press Freedom Index published by

Reporters Without Borders. The lessened trust in priests

could be due to the increasingly close relationship between

the church and the state, as well as growing Christian funda-

mentalism. This manifested itself in protests in 2017 against a

feature film about Tsar Nicholas II, whom the Russian Ortho-

dox Church reveres as a saint. The director's office was

attacked several times and critics accused him of blasphemy.

Confidence in politicians has also fallen, with the professional

group ranking last again, with 23%. Mayors find themselves

just one position higher, but with 31% enjoy somewhat more

trust than politicians. In addition to the points mentioned

above, corruption may have caused the general feeling of dis-

content among the population. Young people in particular pro-

tested against this and other problems in March 2017. During

these protests, 900 people were arrested in Moscow alone. At

52%, trust in the police is below average in the country

comparison. In addition to the professions already mentioned,

entrepreneurs and insurance agents find themselves at the

tail end of the ranking, each with a trust rating of 33%.

Like numerous other nationalities, Russians also have

the most trust in firefighters (90%). Soldiers, teachers and

pilots complete the leading group, albeit lagging a fair way

behind. A noticeable loss of trust is recorded for doctors and

physicians, who have now dropped to 66%, which is the

lowest trust rating received by this group across all the

countries included in the study. 75% of Russians still find

professional athletes to be credible, despite the widespread

doping scandal uncovered towards the end of 2016. In

December 2017, the IOC decided to exclude the country from

the 2018 Winter Olympics. Many Russians disagree with this

decision and feel their national pride has been hurt.

Russia /// Results

CPI 29

High perceived corruption

144.0 M

Population

100.6 M




-0.2% GDP growthrate 2016

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0

-4

-1

-5

-6

-3

-4

-7

-6

-3

-8

0

2

3

0

1


Firefighters

Soldiers

Teachers

Pilots

Farmers

Paramedics

Nurses


Craftsmen


Pharmacists

Engineers

Architects


Doctors, physicians

Cab drivers

90

83

82

82

79

78

77

75

74

74

74

72

71

68

66

63

-11

-5

-4

-9

-3

-5

-5

-7

-2

-11

-4

-7

-9

3

3

0


Pastors, priests

Lawyers

Actors


Policemen

Retailers, sellers

Civil servants

Judges



Journalists


Insurance agents


Mayors

Politicians

61

58

57

52

52

50

47

44

42

40

38

35

33

33

31

23

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Since the end of 2016, the Catalonian quest for

independence from Spain has become increasingly visible.

The regional Catalan government held a referendum on

independence just before this poll was taken, even though the

constitutional court had forbidden them from doing so.

Politicians are still viewed with great distrust in this

highly charged mood. There have also been several

corruption scandals in recent years and the formation of a

government was very protracted after the 2016 parliamentary

elections. Thus only 5% of Spaniards trust their elected

representatives. Although faith in politicians in the north-east

(Catalonia) is twice as high as that in total and has even

increased slightly, even here, trust levels only reach 10%.

There are numerous points of criticism. The now deposed

Catalan Prime Minister Puigdemont decided to hold the

referendum despite it being declared unconstitutional and

subsequently proclaimed independence, but then absconded

abroad. The central government in Madrid, on the other hand,

is under fire for its crackdown on those citizens who

participated in the referendum. In addition, it suspended the

regional government, arrested the remaining incumbents and

called for new elections in Catalonia, which in December 2017

led to an electoral victory for the separatists. Other

professional groups besides politicians are judged with

reservation as well. The police, for example, whose drastic

actions in Catalonia were pilloried by parts of the population,

have been unable to profit from the general growth in trust.

Meanwhile, many citizens perceive the media coverage in

their country to be heavily influenced by politics. This may

explain why Spaniards rate journalists (38%) as well as TV

hosts and TV presenters (37%) less favourably than in 2016.

Firefighters top the ranking, with 97%. Spaniards also

place great trust in train drivers and medical professionals

(90%). Farmers have lost a little of their popularity, although

they are still rated as credible by 90% of respondents.

Architects (80%), entrepreneurs (73%) and lawyers (61%)

have gained the most trust. Despite witnessing smaller

increases, priests, mayors and bankers continue to be viewed

with scepticism, thus bringing up the rear of the rankings.

Spain /// Results


46.4 MPopulation

30.8M



19.4%



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Spain /// Trust in professional groups


-2

0

2

2

0

1

2

0

2

6

8

5

5

1

5

5


Firefighters

Nurses

Paramedics

Pharmacists


Doctors, physicians

Farmers

Teachers

Pilots

Craftsmen

Architects

Engineers

Cab drivers

Policemen

Soldiers


97

96

94

92

91

90

90

87

85

84

80

80

79

77

75

73

-1

-2

-2

-6

-5

-2

0

8

1

3

7

5

2

2

2

4



Retailers, sellers

Civil servants

Lawyers

Actors



Judges

Journalists



Insurance agents

Pastors, priests

Mayors


Politicians

73

66

61

61

59

56

53

45

38

37

35

32

29

23

23

5

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In Sweden, trust in almost all professional groups has

decreased, sinking to an average of 60%. However, since

some of these fluctuations are due to the change in the

institute conducting this year's fieldwork, the following report

mainly interprets the rank order.

Firefighters, paramedics, nurses and pilots are once

again in the lead, each trusted by more than 90% of the

population. Conscription was reintroduced in Sweden at the

start of 2017 in order to ensure a reliable level of recruitment

even if the threat level changes. This may have benefitted the

image of soldiers, whose ranking has improved by four

positions.

In terms of rank order, the worst performing professional

group by far are market or opinion researchers, who have

dropped by eight positions. Swedes may currently be more

concerned about the protection of their personal data,

following a leak uncovered in mid-2017. It was discovered that

subcontractors in Eastern European countries whose

employees did not have to pass a security audit were

managing sensitive information concerning the state transport

authority. Although experts have not found any signs of

misuse to date, the two responsible ministers had to resign.

This may also have contributed to the increasingly sceptical

attitude towards politicians, who now occupy the penultimate

place, with 16%. However, the scandal does not seem to

have had much of an impact on the trust expressed by

Swedes in IT specialists in their own country, who continue to

find themselves in the middle of the ranking.

The Swedish government plans to invest about two

billion krona in recruiting additional staff for the police force by

2020, financed by the surplus generated in the 2016 state

budget. This prospect could be linked to the high level of trust

shown in the police in comparison with that found in the other

countries surveyed. Sweden is currently struggling with

increasing crime and violence in several major cities and their

suburbs. On top of this, a terrorist attack in Stockholm in April

2017 resulted in five people losing their lives. As was the case

in 2016, advertising specialists, with a low trust rating of just

under 20%, find themselves near the bottom of the ranking

alongside the aforementioned politicians. Retailers and sellers

bring up the rear once again in 2018, viewed as credible by

just a tenth of citizens.

Sweden /// Results


9.9 MPopulation

Of which 6.2 M





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Sweden /// Trust in professional groups

Base 2018: 1,009 respondents, please note: change of institute

-1

-3

-2

-2

-2

-8

-7

-10

-5

-8

-5

-11

-12

-6

-11

0


Firefighters

Paramedics

Nurses

Pilots

Doctors, physicians

Farmers

Engineers

Pharmacists

Policemen

Teachers


Architects

Judges

Soldiers


Pastors, priests

97

96

93

93

90

85

85

82

81

81

78

75

73

72

68

63

-6

-15

-6

-23

-15

-17

-19

-17

-9

-9

-36

-7

-8

-4

-7

-5


Lawyers


Craftsmen

Actors

Cab drivers


Civil servants



Insurance agents


Journalists

Mayors


Politicians

Retailers, sellers

61

60

58

50

47

45

43

41

39

38

33

29

26

18

16

11

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In Turkey, trust in the professional groups under

investigation declined noticeably in 2016, but has now

recovered again by the same extent. The breakdown of trust

at the time was due to the fact that a long period of political

and economic stability had come to an end. The ultimately

unsuccessful coup attempt by sections of the army in July

2016 (after the last edition of this report was published) was

probably key to the current massive surge in trust. According

to the government, the Islamic preacher Gülen was primarily

responsible for the attempted coup. As a result of the ensuing

purges, more than 100,000 civil servants were dismissed from

their posts by mid-2017 because they were allegedly close to

the Gülen movement. As well as receiving a lot of criticism,

President Erdoğan also gained much popularity through the

resistance to the coup attempt and the subsequent series of

arrests and purges. For example, in a controversial

constitutional referendum in April 2017, more than half of the

electorate voted in favour of a presidential system that grants

the president far-reaching powers. Critical voices are likely to

find it increasingly difficult to be heard as a result.

It is noticeable that the level of trust stagnated in

particular among those professions that were particularly

affected by suspensions and lay-offs in the wake of the coup

attempt. These include civil servants, judges, teachers, the

police and soldiers. The amount of trust instilled by soldiers

and judges is also below that recorded in 2014. The only

group that is currently losing trust among the people is the

clergy, which includes imams and teachers of the Koran. This

is almost certainly also a response to the allegations against

the preacher Gülen and his followers.

Doctors, physicians, pharmacists and firefighters (88%

each) and nurses (87%) are again at the top of the trust listing

in turkey as well. Turkish politicians, in contrast, once more

ranked in last place, despite a rise to 34%. In the international

comparison, however, this score places them in the upper

third. Insurance agents, market or opinion researchers and

bankers are among the professions to be found in the lower

third of the national scale, but that nevertheless experienced

the largest gains in trust, each rising by around 25 percentage

points in 2018.

Turkey /// Results

CPI 41 High perceived corruption

80.7 MPopulation

53.9 M



10.3%




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7

7

6

5

1

8

0

17

17

2

18

3

6

21

20

16


Doctors, physicians

Pharmacists

Firefighters

Nurses

Teachers

Paramedics

Farmers

Architects

Engineers

Soldiers

Craftsmen

Pilots

Civil servants


Retailers, sellers

Actors

88

88

88

87

87

85

83

83

82

81

80

78

76

76

75

74

-4

19

20

20

20

3

10

4

26

27

24

22

16

18

16

14



Lawyers

Cab drivers


Policemen


Judges

Insurance agents





Journalists

Mayors

Pastors, priests

Politicians

72

71

71

66

65

65

65

64

64

64

60

59

58

56

46

34

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Compared with 2016, average trust in the UK has fallen

slightly, to 66%. A number of professional groups are affected

by this, including healthcare professionals at the top of the

ranking. With a rating of 94% each, paramedics and nurses

are trusted by a slightly smaller proportion of British people

than two years ago, the same applying to pharmacists (93%),

doctors and physicians (89%). Even firefighters (93%)

currently win slightly less trust. The country was alarmed by a

serious fire in a London skyscraper in mid-2017, which

claimed the lives of around 80 people.

Above all, however, it is Brexit that has dominated the

UK over the last two years. In 2016, the decision to leave the

EU caused the British pound to crash. At the time of this

survey, Prime Minister May had achieved very little success

during negotiations with the EU on the conditions of

withdrawal. In addition, several politicians had to resign

because they were accused of sexual harassment. Despite

slight gains, with a trust rating of 22%, politicians continue to

occupy the last place in the trust ranking by a long chalk. The

upcoming withdrawal from the EU is causing uncertainty

among British businesses because clear regulations are not

yet in place. Especially in the financial sector, companies are

considering relocating jobs or even their headquarters to other

EU countries. Trust in businessmen and entrepreneurs has

thus dropped by 4 percentage points, to 42%. At 67%, trust in

cab drivers is also down. This could be due to the fact that, for

security reasons, the private transportation service

intermediary Uber had its licence revoked in London. Uber

appealed against this and the court has not yet passed

judgement.

In the UK, several attacks were carried out in 2017,

most notably by the terrorist organisation ISIS. In response to

this, the government proclaimed the highest terror threat level

and mobilised nearly 4,000 soldiers. At 81%, trust in soldiers

lies within the European average, but has sunk by 5

percentage points. The police rank only slightly higher, with a

stable 84%. Actors have lost the most popularity of all the

professions in 2018, falling by 6 percentage points to 46%,

which is the same rating as in 2014. Notable gains in trust are

recorded at the tail end of the ranking, where, in addition to

politicians, insurance agents (39%) and journalists (34%) can

be found.

UK /// Results


66.2 MPopulation

42.6 M





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UK /// Trust in professional groups


-2

-1

-3

-3

-3

-4

-2

-5

-2

-3

-1

-4

-2

-3

1

2


Paramedics

Nurses

Firefighters

Pharmacists

Doctors, physicians

Teachers

Pilots

Policemen


Soldiers

Engineers

Farmers

Craftsmen

Judges

Architects

Civil servants

94

94

93

93

89

86

86

84

81

81

79

78

76

70

69

69

-2

-4

-1

-2

-2

-6

-4

0

3

2

2

1

1

4

5

2


Retailers, sellers


Cab drivers

Pastors, priests

Lawyers



Mayors


Actors



Insurance agents

Journalists


Politicians

69

67

67

65

62

60

56

49

46

46

46

42

39

34

32

22

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3 North and South America in detail

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In 2018, Brazil once again occupies one of the lowest

rankings in the country comparison, although trust in the

professions in question has increased by 5 percentage points,

to 60%. All professional groups except journalists (63%) and

actors (50%) have gained a little more trust from the

populace.

Above all, soldiers (69%) and the police (57%) are

perceived more positively. These ensured the protection of

spectators and participants at the Olympic Games, which

were held in Rio de Janeiro in 2016. Heightened security

measures also prevented a planned terrorist attack.

Nevertheless, only firefighters and paramedics achieve trust

levels of more than 90%. They are followed immediately by

teachers, pilots, pharmacists and architects, who are also

considered to be very reliable, each scoring over 80% for

trustworthiness.

By contrast, trust in insurance agents, and businessmen

and entrepreneurs is rather low, at 38%. In recent years,

Brazil has uncovered a corruption network involving large

corporations and politicians, centred around the country's

semi-state-owned oil company, Petrobras. Added to this was

a cartel in the construction industry involving the construction

company Odebrecht. The corporations are said to have bribed

government officials in order to obtain public contracts. In

April 2017, the Supreme Court published a list of the names

of politicians being investigated. Ex-president Rousseff, who

was removed from office in mid-2016, is also listed. Her

successor, Vice-President Temer, was also investigated by

the state judiciary, among other things for illegal election

campaign funding. Brazilians give vent to their dissatisfaction

with the current political situation in protests and

demonstrations. It is therefore not surprising that mayors

(13%) and politicians (7%) find themselves at the bottom of

the ranking by a long margin, especially as the economy is

still in serious crisis.

In the meantime, however, signs of economic recovery

are beginning to emerge, the country successfully mastered

the costly major sporting events of recent years, and the fight

against corruption cannot be held back, even among high-

ranking politicians and business leaders. All this seems to

have increased the overall trust of the populace.

Brazil /// Results

CPI 40High perceived corruption

209.3 M

Population

144.8 M



11.5%




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Brazil /// Trust in professional groups


-1

2

7

1

4

5

7

6

9

11

5

7

9

6

6

2


Firefighters

Paramedics

Teachers

Pilots

Pharmacists

Architects

Nurses

Doctors, physicians

Soldiers

Engineers

Journalists


Retailers, sellers


Farmers

Craftsmen

96

91

87

83

82

81

80

73

69

67

63

63

63

62

60

60

-3

2

6

11

5

3

2

8

6

4

6

8

1

7

3

2


Judges

Cab drivers

Policemen

Civil servants




Actors



Pastors, priests

Lawyers


Insurance agents

Mayors

Politicians

59

58

57

55

54

51

51

50

50

49

49

48

38

38

13

7

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2018 marks the first year in which Mexico is taking part

in this global Trust in Professions study. With an average trust

of 59% across all professions, the country ranks as one of the

last in the international comparison.

After the election of Donald Trump as President of the

neighbouring USA, the Mexican economy was initially in a

state of great uncertainty. Due to the protectionist "America

First" policy announced by Trump, business owners feared

lower investments by Mexico's important trading partner.

Although the economy picked up again in the course of 2017,

the outcome of the negotiations on the North American Free

Trade Agreement, NAFTA, remains to be seen. Uncertainty

about this is one reason for the devaluation of the peso

against the US dollar and the associated price increases for

imports. According to Germany Trade & Invest (GTAI), the

inflation rate could rise to around 6% in 2017.

At the top of the trust ranking, with 90%, are nurses,

closely followed by firefighters, who have 89%. Around eight

out of every ten Mexicans also trust doctors, physicians,

paramedics, farmers, architects, pilots and engineers. The

relatively high trust in healthcare professions could be

attributed to extensive investments in this area. Among other

things, the two largest insurance providers in the public health

system have announced or have already begun the

construction of new hospitals.

According to the Challenges of Nations 2017 study (GfK

Verein 2017), the country's top five challenges include crime,

politics/government and corruption. Organised crime in

Mexico is in part closely linked to the police and politics, which

is reflected, among other things, in a high level of perceived

corruption. Representatives from professions related to this

are viewed with scepticism. For example, the population

expresses the least amount of trust in the police (36%),

mayors (30%) and politicians (13%). Judges fare only slightly

better, with a trust rating of 41%. Soldiers, on the other hand,

earn the trust of 71% of citizens. The Mexican armed forces

are considered to be less vulnerable to corruption than other

security forces.

Mexico /// Results


129.2 MPopulation

85.2 M






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Mexico /// Trust in professional groups


Nurses

Firefighters

Doctors, physicians

Paramedics

Farmers

Architects

Pilots

Engineers

Pharmacists

Craftsmen

Soldiers



Civil servants

Retailers, sellers

Teachers

90

89

84

83

79

78

78

78

75

73

71

71

67

67

65

65





Insurance agents

Journalists


Pastors, priests

Judges


Cab drivers

Lawyers

Actors

Policemen

Mayors

Politicians

61

55

50

50

46

44

42

42

41

41

41

40

39

36

30

13

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On average, 67% of Americans express trust in the

professional groups studied, which marks a slight increase of

2 percentage points. In comparison with 2016, the scores

achieved by the individual professions are practically stable.

The biggest changes are two separate increases of 6

percentage points, which take train, bus, underground and

tram drivers to 83% and IT specialists to 80%. The only

professional group to experience a drop in trust is the clergy.

However, despite falling by 5 percentage points, pastors and

priests are still trusted by 72% of Americans.

Firefighters, with 94%, instil the most trust in citizens,

possibly due to the frequent occurrence of tornadoes, floods

and forest fires in the US. Immediately after this come other

caring professions, such as paramedics and nurses, who

have thus defended their good positions. The same can be

said of pharmacists, doctors and physicians, who are trusted

by about 90% of the populace. President Trump is admittedly

currently seeking to abolish the Obamacare health insurance

reforms introduced by his predecessor. However, this does

not seem to be having any influence on trust in the

professions in this sector.

Two major gradations can be seen in the ranking. For

example, there are 15 percentage points between bankers

(69%) and cab drivers (54%), who are at the start of the

bottom third of the trust list. The second significant gap is at

the bottom of the list, where advertising specialists

(30%) followed far behind by politicians (16%) bring up the

rear. The latter have slightly improved their reputation, by 4

percentage points. However, trust in politicians virtually

halved from 2014 to 2016 (12%), which could perhaps be

attributed to disaffection with Obama's policies at the end of

his second term. Nevertheless, the slight rise in trust since the

changes at the White House in early 2017 seems surprising,

given that the presidential campaign was very controversial

and polarising. In addition, Trump was beset with substantial

personnel problems when subsequently filling important

government posts.

As in 2016, professions in the entertainment and media

industry, such as actors (39%), TV hosts/TV presenters (41%)

and journalists (47%), also performed below average this

year.

USA /// Results


324.5 MPopulation

215.1 M





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USA /// Trust in professional groups

Base 2018: 1,000 respondents; *in contrast to the other countries, the US respondents were only asked about "professional athletes in general"

-1

-5

1

1

1

2

4

2

0

0

0

2

6

6

1

4


Firefighters

Paramedics

Nurses

Pharmacists

Pilots

Farmers

Doctors, physicians

Engineers

Soldiers

Teachers

Architects



Policemen

Craftsmen

Pastors, priests

94

93

92

90

90

89

88

88

87

86

85

83

80

78

76

72

-1

-1

2

2

0

1

4

4

4

4

3

2

2

0

4

4


Civil servants

Judges


Cab drivers

Retailers, sellers



Mayors

Insurance agents

Journalists

Lawyers

Professional athletes*


Actors


Politicians

72

71

69

54

54

53

52

48

47

47

46

45

41

39

30

16

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At the top of the ranking, which is occupied by the care

professions in the US, there are only marginal differences

between the three largest ethnic groups. However, divergent

ratings can even be found within the top 10. For example,

soldiers, who are trusted by a total of 87% of citizens, are

judged much more negatively by African Americans and His-

panic Americans than by whites. The same applies to crafts-

men, who have an overall trust rating of 76%. African Ameri-

cans are also less trusting of pilots, teachers and architects.

The biggest differences between ethnic groups can be

seen in relation to the police, who are trusted by a total of

78% of citizens. However, while 85% of white people classify

the police as reliable, this is expressed by only 71% of

Hispanic Americans – and by just 44% of African Americans.

This is almost certainly linked to numerous cases of police

violence against African Americans, in which even unarmed

people have been killed by security forces. After such killings,

there have often been violent protests. In addition, such

violence towards African Americans by people on duty often

has no consequences for the police officers concerned, as the

charges are dropped in court. This could possibly explain why

African Americans also have less trust in judges (57%) than

representatives of other ethnic groups, particularly white US

Americans (74%).

Conversely, actors, TV hosts, TV presenters and

politicians are rated more positively by African Americans.

The greater trust in these professional groups means that

African Americans only express 4 percentage points less

average trust across all the professions as a whole compared

to white Americans.

At 66%, the average level of trust expressed by

Hispanic Americans lies exactly between that voiced by white

and African Americans. Journalists are the only exception to

this, as Hispanics attribute far more credibility to this

professional group, especially in comparison to whites.

Businessmen and entrepreneurs, on the other hand, receive

the least approval from Hispanic Americans. Professional

athletes are the only professional group to be rated more

positively by both African and Hispanic Americans than by

white Americans. Perhaps ethnic minorities consider a career

as a professional athlete to be the preferred way for them to

achieve social advancement in the US.

USA /// Differences between the three largest ethnic groups

Whites

African Americans

Hispanic Americans

Average trust68%

Average trust64%

Average trust66%

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USA /// Trust in professional groups according to the largest ethnic groups

Base 2018: 1,000 respondents; *in contrast to the other countries, the US respondents were only asked about "professional athletes in general"0 10 20 30 40 50 60 70 80 90 100

White n=644

Hispanic Americans n=158

Total

African Americans n=118

Firefighters

Paramedics

Nurses

Pharmacists

Pilots

Farmers

Doctors, physicians

Engineers

Soldiers

Teachers

Architects



Policemen

Craftsmen

Pastors, priests

0 10 20 30 40 50 60 70 80 90 100

Civil servants

Judges


Cab drivers

Retailers, sellers



Mayors

Insurance agents

Journalists

Lawyers

Professional athletes*


Actors


Politicians

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71

In India, the average trust across all professional groups

has grown by another 3 percentage points in 2018, to 85%,

once again putting the country first in the global ranking.

Almost all professions earn more trust than in 2016. In

particular, the professional groups at the top of the ranking –

doctors, physicians, teachers, engineers and technicians as

well as soldiers – are continuing to gain popularity among

citizens. In fact, these professions have now even reached

the 100% mark.

Lawyers have achieved the greatest growth in trust,

rising by a significant 19 percentage points to 86%. In January

2016, Indian lawyer and activist Tiphagne was awarded the

Human Rights Award by Amnesty International Germany. He

has been campaigning for years against the severe

discrimination faced by Dalits, who occupy the lowest level of

the caste system and are known as untouchables. India's

current president, Kovind, who was elected in mid-2017,

comes from this lowest caste, meaning that this post is now

filled by a Dalit for the second time in the country's history.

Politicians once again find themselves at the bottom of

the ranking in 2018, trusted by only just under half of Indians.

The penultimate place is occupied by the police, with 70%.

According to a study by Human Rights Watch, about 600

people died in police custody in India between 2010 and

2015, mostly as a result of maltreatment. This could be one of

the reasons why the population has relatively little trust in this

professional group. Added to this is widespread corruption,

which is also likely to be responsible for the relatively low level

of trust in civil servants (77%).

Priests (83%) and mayors (75%) are currently recording

a marked increase of 14 percentage points, meaning that

local representatives rate much higher than politicians as a

whole. Professions such as professional athletes (87%) and

actors (81%) are also enjoying increased popularity. The

cinema, especially the Bollywood film industry, is very

important in everyday Indian cultural life. However, train

drivers as well as businessmen and entrepreneurs have to

accept a loss of 5 percentage points, although with 80% they

still enjoy a great deal of trust compared to their counterparts

in the other countries surveyed.

India /// Results


1,339.2 MPopulation

878.5 M






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India /// Trust in professional groups


-2

-1

4

2

6

2

2

3

3

3

3

6

1

4

0

2


Doctors, physicians

Teachers

Engineers

Soldiers

Farmers

Judges

Firefighters

Pharmacists

Nurses


Paramedics

Journalists


Pilots

Retailers, sellers

Craftsmen

99

98

98

97

94

94

93

91

91

90

90

90

89

89

88

88

-5

-6

-1

-1

0

0

9

19

14

6

5

6

4

10

14

6



Lawyers

Pastors, priests

Architects




Actors



Cab drivers

Civil servants

Insurance agents

Mayors

Policemen

Politicians

87

86

83

83

83

82

81

81

80

80

79

77

76

75

70

48

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Following a further increase in 2016, the average level

of trust expressed by Indonesians in the professional groups

investigated has declined by 10 percentage points to 69% in

2018. This is perhaps partly due to dissatisfaction with the

government under President Widodo, who has been in office

since the end of 2014. The fight against widespread

corruption has had little effect to date, and Islamists are

gaining influence in Indonesia, which is the largest Muslim

country in the world. In mid-2016, Widodo reshuffled his

cabinet for the second time.

More than half of the professions have suffered losses

of trust in 2018, some of which are very marked. The top five

of the ranking remain stable. Teachers and farmers top the list

once more, trusted by almost all Indonesians. The image of

farmers is likely boosted by the fact that just under one fifth of

the working population is employed in the agricultural sector.

In addition, the medical professions, comprising doctors,

physicians, pharmacists, paramedics and nurses, enjoy high

levels of approval and also all rank above the 90% mark.

As is the case with the top rankings, the professions

occupying the lower end of the trust listing remain the same,

although they have all experienced further declines in trust.

As in 2016, this final group includes politicians and insurance

agents, who are trusted by around one third of Indonesians.

Priests take up the final position in the ranking, their trust

rating having fallen by 20 percentage points, to 26%. In

Indonesia, a moderate form of Islam is predominant, but now

there are signs of a strengthening of intolerant influences. In

early 2017, for example, the Islamist campaign against former

governor Purnama, who was standing for re-election in the

province of Jakarta, caused a sensation. The Christian

politician was sentenced to two years in prison in May 2017

for arguing during the election campaign that the Koran did

not forbid Muslims from voting for candidates of other

religious affiliations.

The noticeable corruption contributes to the fact that

judges, the police and politicians are at the bottom of the

ranking. Significant declines have also been observed for

advertising specialists, bank employees, TV hosts, TV

presenters and IT specialists. The latter, however, are still

trusted by three out of four Indonesians.

Indonesia /// results


264.0 MPopulation

177.1 M




5.0% GDP growthrate 2016


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Indonesia /// Trust in professional groups


-5

-6

-5

-9

-8

-7

-8

-18

-8

-10

-18

2

0

1

0

1


Teachers

Farmers

Doctors, physicians

Pharmacists

Paramedics

Nurses

Firefighters

Craftsmen

Pilots

Engineers

Architects

Soldiers





99

98

96

93

93

92

92

88

87

84

82

79

75

71

71

70

-17

-17

-19

-10

-9

-16

-16

-17

-20

-15

-8

-11

-13

-15

-13

-20


Mayors



Retailers, sellers

Cab drivers

Civil servants


Journalists


Policemen

Judges

Actors

Lawyers

Politicians

Insurance agents

Pastors, priests

70

67

67

65

64

63

56

53

52

49

48

44

40

35

33

26

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Despite marked changes in comparison with 2016,

average trust in the professions surveyed in Iran is stable, at

68%. However, the range remains large: while 100% of

Iranians trust the two professions at the top of the list and

more than 90% trust the next eleven professions, only one out

of ten trust the two professions at the bottom of the ranking.

The rank order has shifted slightly at the top of the scale.

Although firefighters are still in first place, they are now

followed by farmers, who displace doctors and physicians

(89%) from second place. Paramedics (99%) and lawyers

(97%) occupy the third and fourth positions, each having

witnessed a surge in trust.

However, the largest increases (by 22 to 24 percentage

points in each case) can be observed among the police

(94%), nurses (74%) and journalists (64%). In Iran, critical

media reports are often interpreted in court as offences

against national security and are punished accordingly.

However, in 2017, President Rouhani announced another

revision of the Press Act, which may well have already lead to

a jump in trust levels and, in the near future, could result in

more independent reporting. Iran currently ranks 165th out of

180 countries in the Press Freedom Index published by

Reporters Without Borders.

The greatest losses of trust, of minus 30 and minus 34

percentage points respectively, have been suffered by

craftsmen (51%) and soldiers (35%). One reason for the latter

could be that in Iran, the armed forces are also deployed

against the domestic opposition. However, mayors (49%), civil

servants (28%) and judges (23%) are also much less popular

than in 2016. Trust in judges may be weakened by the fact

that Iranians are repeatedly sentenced to controversial long-

term prison sentences because of dual citizenship or human

rights activities, for example. The clear perceived corruption

probably also increases scepticism towards public professions

– and may explain the lack of trust in politicians (11%) and

pastors and priests (8%), who find themselves in the last

positions. In the Islamic Republic of Iran, the highest spiritual

leader is also the political head of state. Whether and how the

anti-government protests at the end of 2017 will impact on the

citizens' trust remains to be seen.

Iran /// Results


81.2 MPopulation

57.8 M



11.3%



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74

70

70

67

64

60

51

49

36

35

33

29

28

23

11

8


Iran /// Trust in professional groups


-4

-4

-11

-17

0

8

17

20

5

12

24

16

10

3

4

15


Firefighters

Farmers

Paramedics

Lawyers

Pharmacists

Pilots

Policemen

Insurance agents

Teachers

Actors

Cab drivers



Doctors, physicians

Engineers


100

100

99

97

96

95

94

93

93

92

91

91

91

89

77

77

-15

-3

-30

-19

-34

-3

-4

-18

-18

-11

-15

22

1

17

23

6


Nurses




Journalists

Architects

Craftsmen

Mayors

Retailers, sellers

Soldiers



Civil servants

Judges

Politicians

Pastors, priests

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In comparison with other countries, the Japanese tend

to withhold their trust from the professions surveyed. Although

its average trust rating has increased slightly to 58%, Japan

remains at the lower end of the global ranking.

Paramedics, firefighters, nurses, doctors and physicians

are perceived to be particularly credible, trusted by around

nine out of every ten Japanese. Certain professional groups

are currently enjoying increased trust, particularly those in the

middle of the pack. For example, the respondents rate

craftsmen (74%) and architects (71%) more positively.

Japanese architects are also attracting international attention

because many of them design minimalist homes that can be

built on small and thus affordable spaces. Soldiers (67%)

have also gained trust in 2018. This may be related to the

country feeling threatened by North Korea's controversial

missile tests. As part of these tests, missiles flew over

northern Japan shortly before this survey was conducted.

Because of the threat, the government had already put the

military on alert in 2016. The conflict intensified during the

second half of 2017 due to the verbal exchange between the

heads of state of the USA and North Korea. The Japanese

are also putting more trust in teachers, who now achieve a

rating of 61%. With an increase of 4 percentage points, the

performance of engineers and technicians (84%) is also more

strongly rewarded in this high-tech country. IT specialists

have gained an equal proportion of trust, but at 47% they rank

at a much lower level.

Once again, it is politicians who bring up the rear,

having stagnated at a trust rating of 12%. Trust in advertising

specialists (23%) and journalists (22%) is also low, the latter

group having lost the greatest amount of approval in 2018.

This corresponds to the assessment by Reporters Without

Borders, which in its Press Freedom Index ranks Japan last

among the G7 countries. This is a clear indication that the

country has problems with press freedom. Since 2013, the

work of journalists has been hampered by a law that

criminalises the distribution of classified information. This is

probably limiting the freedom of reporting.

Japan /// Results


127.5 MPopulation

77.5 M





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Japan /// Trust in professional groups


1

0

1

3

3

4

2

0

4

5

6

2

4

3

5

1


Paramedics

Firefighters

Nurses

Doctors, physicians

Pharmacists

Engineers

Pilots


Farmers

Craftsmen

Architects

Judges

Lawyers

Policemen

Soldiers


90

89

88

88

85

84

80

80

77

74

71

70

69

68

67

62

-1

-1

-1

-4

5

1

3

3

4

1

4

3

3

2

1

0


Teachers


Cab drivers

Civil servants

Mayors


Pastors, priests




Insurance agents

Actors

Retailers, sellers


Journalists

Politicians

61

55

53

49

47

47

46

37

35

31

31

29

29

23

22

12

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Overall, trust in the professions studied has fallen

slightly in South Korea. With an average trust rating of 57%,

the country is even in last place in the 2018 international

comparison. In particular, professions that were already in the

lower third of the ranking in 2016 have lost further popularity.

The Choi Soon-sil affair has been causing political

turmoil since the end of 2016. Former President Park allowed

her friend Choi to influence government affairs. On top of this,

Choi apparently also obtained donations from large

companies such as Samsung through illegal agreements.

Trust in businessmen and entrepreneurs has dropped slightly

to settle at 38%, while politicians are considered trustworthy

by fewer than one in ten South Koreans. With a drop of 18

percentage points, priests (39%) have lost the most trust. This

may also be caused by the link between ex-president Park

and her confidante Choi. Their long-standing friendship also

extended to Choi's father, a self-proclaimed pastor and sect

founder. Following Park's removal from office due to the

corruption scandal, new elections were held in May 2017. The

Democratic Party (DP) candidate, Moon, became the new

president.

Professions in the media industry such as TV hosts, TV

presenters and journalists are also performing more poorly

than in 2016. The traditional media have long been accused

of poor research. In addition, fake news is increasingly

becoming a problem, since in technologically advanced

country fake news reports spread very quickly via digital

networks. For example, during the 2017 presidential election

campaign, Ban, the leading candidate in the polls, withdrew

his candidacy after a video of him – which turned out to be a

video montage – had caused outrage. South Koreans also

trust opinion researchers and advertising specialists less than

they did two years ago.

On the other hand, the police and train drivers are

witnessing increases in trust, their respective ratings rising to

60%. At the upper end of the scale, medical professionals and

farmers, each of whom is trusted by about eight out of ten

South Koreans, enjoy stable or increasing trustworthiness.

The ranking is led by firefighters, with 88% approval.

South Korea /// Results


51.0 MPopulation

37.2 M





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South Korea /// Trust in professional groups


-1

-2

-5

-1

-5

3

1

1

4

1

1

5

4

0

1

6


Firefighters

Nurses

Paramedics

Farmers

Doctors, physicians

Pilots

Engineers



Pharmacists

Craftsmen

Soldiers

Teachers

Architects

Policemen


88

85

82

82

79

79

77

75

71

70

70

66

66

65

60

60

-8

-4

-2

-5

-6

-6

-7

-9

-18

-3

-10

-6

-6

6

1

0




Civil servants

Actors

Cab drivers

Retailers, sellers

Judges

Lawyers



Pastors, priests


Journalists

Mayors

Insurance agents

Politicians

60

57

48

48

46

45

44

44

41

40

39

38

34

34

21

9

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The average trust of Kenyans has hardly changed in

2018, and at 65% places the country in the lower mid-range of

the international ranking. The only professional groups that

are trusted by more than 90% of the population are farmers

and teachers. The latter has seen an increase of 8 percen-

tage points. Trust values of 80% or more are recorded by

pilots and healthcare professionals. National medical care

was paralysed for around 100 days when doctors working for

public hospitals went on strike to demand a salary increase

that the government had promised back in 2013. After initially

cracking down hard on the strikers, the government finally

gave way. It does not seem as if the strike has detracted from

the confidence placed in doctors, physicians and paramedics.

Bank employees and professional athletes also feature

among the most favourably rated professions, which means

that they rank more highly than they tend to do in the other

countries covered by this study. Kenya is among the best in

the world when it comes to running in particular, and at the

World Athletics Championships 2017, the country took second

place in the medal table. In contrast, the otherwise often high-

ly placed firefighters find themselves in the middle of the rank-

ing, with 70%. Advertising specialists (54%) and insurance

agents (38%) have experienced the strongest losses in trust.

Politicians occupy the last place in the ranking, having

dropped to 19%. This is surely a consequence of widespread

corruption and current political events. Following the re-

election of the incumbent President Kenyatta in August 2017,

opposition leader Odinga filed a complaint with the Supreme

Court, which subsequently declared the election victory to be

invalid due to irregularities. Amnesty International viewed the

decision as a sign of the independence of the judiciary. This

may also be reflected in the growing trust bestowed on judges

(63%) and lawyers (54%). However, prior to the new elections

in late October 2017, Odinga withdrew his candidacy and

called for a boycott of the election, as he believed that neces-

sary electoral reforms had not been implemented. As a result,

almost all votes went to the incumbent. At just under 40%, the

turnout was low – among other things, because in some

regions voting was impossible for security reasons. There

were clashes throughout the election period, with around 50

people being killed by police violence. Police officers occupy

penultimate place in the trust ranking, with 29%.

Kenya /// Results

CPI 26

High perceived corruption

49.7 M

Population

27.4 M



11.0%Unemployment rate 2016 (ILO)

5.8% GDP growthrate2016


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Kenya /// Trust in professional groups


-5

-2

-2

-2

-1

-5

3

8

3

0

1

5

8

4

5

3


Farmers

Teachers

Pilots

Doctors, physicians


Nurses


Paramedics


Architects

Pharmacists

Engineers

Firefighters

Craftsmen


Retailers, sellers

92

91

85

83

82

80

80

80

74

73

72

72

70

69

69

68

-2

-2

-4

-6

-1

-10

-4

-9

-3

8

0

4

8

7

2

3


Journalists

Actors

Judges




Civil servants

Soldiers

Lawyers

Pastors, priests


Cab drivers

Mayors

Insurance agents

Policemen

Politicians

68

65

63

60

60

58

57

57

54

54

54

54

42

38

29

19

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In South Africa, the confidence expressed in most

professional groups is stable. The average trust rating

therefore remains constant at 74%, meaning that the nation is

still among the top 5 countries in the global comparison.

The political situation has for some time been coloured

by the demand for change. Zuma, the head of state, had been

criticised for corruption and mismanagement. He finally had to

resign in February 2018. It remains to be seen whether

Ramaphosa, the new head of the ruling ANC party, can live

up to expectations. Political uncertainty is inhibiting

confidence among international investors, which is why the

country is struggling with high unemployment and low

economic growth. The dissatisfaction felt towards President

Zuma is also likely reflected in the general regard for

politicians, who in 2018 occupy last place, following a slight

fall in trust levels. Their drop in position is also due to the

rating achieved by cab drivers, who have overtaken them

after achieving the largest growth in trust. Lawyers (70%) and

bus and train drivers (67%) record the second largest plus

with an increase of 6 percentage points each.

Trust has decreased most of all for market or opinion

researchers (72%) and nurses (88%), each of whom have lost

6 percentage points. However, along with other medical

professionals, nurses can be found in the top portion of the

trust ranking.

Pole position is occupied by doctors and physicians,

who are the only professional group to be trusted by more

than 90% of South Africans. However, even trust in doctors

and paramedics has gone down slightly. In fact, the health

system is suffering and critics complain of a two-tier medical

system. The governing ANC wants to fight this by introducing

state health insurance. However, since the country suffers

from high unemployment, financing for this has not yet been

sufficiently clarified. The top group also includes firefighters

and technicians, who occupy the second and third positions,

tied at 89%. Good education is likely to be of great importance

to South Africans, as it can be a way out of poverty. This is

reflected in the very positive rating (86%) recorded for

teachers. The protests against higher tuition fees in autumn

2016 turned out to be all the more massive.

South Africa /// results


56.7 MPopulation

37.3 M



25.9%



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South Africa /// Trust in professional groups


-3

-1

-2

-6

-2

-3

-2

-2

-2

0

1

1

1

1

0

2


Doctors, physicians

Firefighters

Engineers

Nurses

Pharmacists

Teachers

Paramedics

Architects

Pilots

Craftsmen



Farmers


Soldiers


93

89

89

88

86

86

86

83

83

79

79

79

79

78

77

75

-2

-1

-6

-2

-4

-2

-3

-3

2

3

6

6

3

1

1

12



Retailers, sellers

Civil servants

Judges


Actors

Pastors, priests

Lawyers



Journalists

Insurance agents

Mayors

Policemen

Cab drivers

Politicians

75

75

73

73

72

72

72

70

70

67

65

60

59

48

41

35

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EuropeProportion sample/

total populationProportion sample/

total population Sample size Methodology Age Regional coverage Fieldwork

France 81.5% 53.0 M 1,064 CAPI 15+ Nationwide Sep 2017

Germany 88.0% 72.3 M 2,056 CAPI 14+ Nationwide Sep 2017

Italy 86.3% 51.2 M 1,107 CAPI 15+ Nationwide Sep 2017

Netherlands 80.0% 13.6 M 1,000 CATI ad hoc 18+ Nationwide Feb 2017

Poland 85.0% 32.4 M 1,000 CAPI 15+ Nationwide Sep 2017

Russia 82.4% 118.7 M 2,228 TAPI 16+Nationwide except for regions in Northern Russia

and North CaucasusSep 2017

Spain 85.2% 39.5 M 1,020 CAPI 15+ Nationwide Oct 2017

Sweden 81.8% 8.1 M 1,009 CATI 16-84 Nationwide Sep 2017

Turkey 74.3% 60.0 M 1,001 CAPI 15+12 regions: Istanbul, Ankara, İzmir, Bursa,

Kayseri, Malatya, Adana, Samsun, Trabzon, Tekirdağ, Diyarbakır and Erzurum

Sep 2017

UK 81.0% 53.6 M 1,031 CAPI 16+ Nationwide Nov 2017

Methodology Europe

Fieldwork carried out with GfK GLOBO BUS®

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North and SouthAmerica

Proportion sample/total population

Proportion sample/total population Sample size Methodology Age Regional coverage Fieldwork

Brazil 72.0% 150.6 M 1,000 CATI 18+ Nationwide Oct 2017

Mexico 72.4% 93.5 M 1,001 CATI 15+ Nationwide Sep 2017

USA 77.3% 250.7 M 1,000 KP CAWI 18+ Nationwide Sep 2017

Asia and the Pacific

India 5.0% 67.0 M 1,078 PAPI 15-64 Mumbai, New Delhi, Kolkata, Chennai Feb/March 2017

Indonesia 7.0% 18.5 M 1,040 PAPI 15-64 Jakarta, Surabaya, Medan, Bandung, Makassar Feb/March 2017

Iran 29.0% 23.5 M 1,000 PAPI ad hoc 18+ Tehran, Mashhad, Esfahan, Tabrez, Shiraz Feb/March 2017

Japan 79.3% 101.1 M 1,175 PAPI 15-79 Nationwide Sep 2017

South Korea 80.9% 41.2 M 1,500 PAPI 19+ Nationwide Sep 2017

Africa

Kenya 11.2% 5.5 M 1,007 PAPI 18+ Nairobi, Mombasa, Kisumu Sep 2017

South Africa 22.9% 13.0 M 1,202 CAPI 16+Metropolitan Region of Gauteng, KwaZulu-Natal,

Cape TownSep 2017

Methodology North and South America, Asia and the Pacific, Africa

Fieldwork carried out with GfK GLOBO BUS®

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Changes to the methodology

Country Type of change

Netherlands Change of methodology (from CATI BUS to CATI ad hoc)

Sweden Change of institute

Mexico Included for the first time

ArgentinaNo longer included: In 2018, the Trust in Professions study was no longer conducted in any of the countries named on the left.

In the interests of comparability, these countries have been excluded from the mean values of previous years. As a result, there are slight differences between the mean values for 2016 and 2014 and the last two reports.

Australia

Belgium

Canada

Nigeria

Austria

Philippines

Switzerland

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Categorisation for social media analysis (1)

Remarks Explanatory notes

The statements recorded from the Internet were categorised according to various freely combinable criteria, generally based on the source of the statement, reputation and topic parameters.

Source

Editorial content:

Content created and made available by the provider of a website, e.g. contributions from media websites (newspapers, magazines, TV and radio) or company websites (including job advertisements).

User-generated content:

Content on the World Wide Web that is not created or maintained by the website operator, but is produced by the site users themselves. Such content is increasingly to be found on the Web 2.0 and includes blogs, web forums, social networks or YouTube.

ReputationDepending on the context, the statements are divided into positive, neutral and negative content; in order to ensure that ironic content is assigned correctly, this categorisation is not automated.

Topic parameters for group comparison

In order to compare the assessment of the professional groups in terms of content, contributions on the Internet were categorised according to the following topics:

� Pay (good/bad/over-/underpaid)

� Helpfulness� Corruption (mercenary/in the sense of: only for one's own benefit)

� Prestige/renown/reputation (good, bad, arrogant, etc.)

� Reliability� Credibility� Future/security of the profession: is it a profession with a future, security in the sense of a secure income?

� Other topics/rest

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Categorisation for social media analysis (2)


Professional group-specific topic parameters

In order to be able to better examine the professional groups themselves, individual topic categories were additionally provided for each professional group.


� Schutzpolizei, Streifendienst, Polizeistaffeln, Kontaktbereichsbeamte, Verkehrspolizei, Bereitschaftspolizei, Landespolizei, Polizeivollzugsdienst, Einsatzhundertschaften

� Bundespolizei, Bundesgrenzschutz, Bahnpolizei

� Kriminalpolizei, Bundeskriminalamt

� SEK, MEK, GSG9 und andere Spezialeinheiten

� Andere Polizisten

� Fiktion� Keine Fiktion

� UN-Ebene� Europaebene� Bundesebene� Länderebene� Kommunale Ebene oder

kleiner� Andere Politiker

� Marktforschung� Meinungsforschung� Wahlforschung� Data Scientists� Andere

� Stellenanzeigen� Keine Stellenanzeigen

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Sample and weighting


Language areaTexts were collected from German-speaking countries, whereby texts from Austria and Switzerland could be excluded as far as possible.

PopulationThe population of all texts on a topic is usually very large. For example, in this study a total of 133,079 texts concerning the professional group of policemen was published over the course of one month. When using human coding, i.e. categorisation by a coding team, a sampling approach is used.

Sample taking

In order to categorise the content on the Web according to topic and tone, a sample is taken. The sampling procedure is similar to the logic of surveys (stratified sampling). That is to say, quotas are set, which are then extrapolated accordingly to provide a representation of the population. In this study, one quota per channel was specified for each week of data collection. This meant that at least n=245 articles were coded in total on a weekly basis. For each channel, a corresponding quota was specified proportionally. This allows us to ensure that enough articles are being coded per channel and thus a channel distribution is being achieved that represents the overall distribution.

Boosting

In the event that a channel contains very few texts and thus very few texts have been coded due to the quota, this channel is “boosted”. This means that a minimum number of articles overrepresenting the portion is coded. In this study, at least ten texts per week were coded for the following channels: blogs,e-commerce, forums, social networks, videos and the Web.

WeightingBoosted channels are balanced by weighting. All other channels are correspondingly extrapolated, so that the overall result represents the population.

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List of references

Offline research:

− Der neue Fischer Weltalmanach 2017. Zahlen, Daten, Fakten.Frankfurt am Main 2016.

− Der neue Fischer Weltalmanach 2018. Zahlen, Daten. Fakten.Frankfurt am Main 2017.

Online research on websites, e.g.

− Federal Foreign Office.URL: http://www.auswaertiges-amt.de (as of: Q4/2017).

− German-Swedish Chamber of CommerceURL: http://www.handelskammer.se/de (as of: Q4/2017).

− Federal Department of Justice and Police FDJPURL: https://www.ejpd.admin.ch (as of: Q4/2017).

− Germany Trade and Invest (GTAI), Association for Foreign Trade and LocationMarketing mbHURL: http://www.gtai.de (as of: Q4/2017).

− ILOSTAT – ILO modelled estimates (used for infographics)URL: www.ilo.org (as of: Q4/2017).

− Open DoorsURL: https://www.opendoors.de/ (as of: Q4/2017).

− Pew Research Center.URL: http://www.pewresearch.org/ (as of: Q4/2017).

− Reporters Without Borders.URL: https://www.reporter-ohne-grenzen.de/ (as of: Q4/2017).

− Statista.URL: https://de.statista.com/ (as of: Q4/2017).

− Federal Statistical Office of GermanyURL: http://www.destatis.de/ (as of: Q4/2017).

− The World Bank. (used for infographics)URL: http://data.worldbank.org (as of: Q4/2017).

− Transparency International (Corruption Perceptions Index 2016, used forinfographics)URL: http://www.transparency.de (as of: Q4/2017).

− Trading EconomicsURL: https://tradingeconomics.com/ (as of: Q4/2017).

− United Nations Population and Human Development Index 2016 (used forinfographics)URL: http://www.un.org/ (as of: Q4/2017).

− Wittgenstein Centre for Demography and Global Human Capital (used forinfographics)URL: dataexplorer.wittgensteincentre.org (as of: Q4/2017).

− various German newspapers and magazines, such as Der Spiegel, DeutschesÄrzteblatt, Deutsche Wirtschafts Nachrichten, Die Welt, Die Zeit, FAZ,Frankfurter Rundschau, Handelsblatt, Heise, Rheinische Post, Runner's World,Süddeutsche Zeitung, Tagesspiegel, TAZ

− various radio and television stations, such as ARD, Bayerischer Rundfunk,Deutsche Welle, Deutschlandfunk, MDR, n-tv, ZDF

− various international newspapers, magazines, radio and TV broadcasters,such as the BBC, Business Live, CNN, Dagens Nyheter, Der Standard, DiePresse, Euronews, Eurotopics, Netralnews, Neue Zürcher Zeitung (NZZ), Stol,Südtirol News, Svenska Dagbladet, Tagesanzeiger, The Guardian, TheWashington Post

− various websites on individual countries, regions and topics, such asJapandigest, Korea.net, NetherlandsNet, Vetenskap & Allmänhet

Background information and explanations by GfK in the respective countries surveyed

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GfK Verein Trust in Professions 2018 – a GfK Verein study

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