Veracity index 2016

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1Veracity Index 2016 | December 2016 | Version 1 |

December 2016

Ipsos MORI

Veracity Index 2016


Veracity Index 2016 – all professions overview

93%

91%

88%

81%

80%

71%

69%

68%

67%

65%

56%

52%

49%

48%

48%

46%

43%

43%

37%

33%

30%

24%

20%

15%

Nurses

Doctors

Teachers

Judges

Scientists

The Police

Clergy/priests

Hairdressers

Television news readers

The ordinary man/woman in the street

Civil Servants

Lawyers

Pollsters

Managers in the NHS

Economists

Charity chief executives

Trade union officials

Local councillors

Bankers

Business leaders

Estate agents

Journalists

Government Ministers

Politicians generally

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

% trust to tell the truth

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


The five most trusted professions, 2016

93%

91%

88%

81%

80%

Nurses

Doctors

Teachers

Judges

Scientists

% trust to tell the truth:


2015 score:

-

89%

86%

80%

79%


The five least trusted professions, 2016

33%

30%

24%

20%

15%

Business leaders

Estate agents

Journalists

Government Ministers

Politicians generally



2015 score:

35%

25%

25%

22%

21%


-5 -9

-21-27

-35

-47-56

-67

-100

-50

0

50

10087 83 79

65 65

44 43 42 39 36

178 7 3 2

0

-100

-50

0

50

100

Net trusted professions

Nurses DoctorsTeachers Judges Scientists Police Clergy/

priests

Hair-

dressers

TV News

Readers

Person

in the

street

Civil

Servants

Lawyers Pollsters Econo-

mists

NHS

managers

Charity

chief execsTrade

Union

officials

Local

council

-llors Bankers

Business

leaders

Estate

Agents

Journ-

alists

Govt.

Ministers Politicians


Key movers in public trust over time

85

69

57

65

25

56

18

43

63

80

33

0

25

50

75

100

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

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

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


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

whilst trust in estate agents has risen

2420

15

30

0

25

50

75

100

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

Journalists Government Ministers Politicians Generally Estate agents




Distrust in pollsters has risen this year

53

49

34

42

0

25

50

75

100

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

Trust to tell the truth

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


Do not trust to tell the truth


As has distrust in civil servants and business leaders

63

32

39

65 66

5560

0

25

50

75

100

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

Civil Servants Business leaders


% do not trust to tell the truth:


All Veracity data, 1983 - 2016

0

25

50

75

100

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

Nurses* Doctor Teacher Judges Scientists

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

Pollsters Economists* Trade Union Officials Local Councillors Business Leaders

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

Lawyers Hairdressers Builders Charity Chief Executives Estate agents


*: This profession listed for the first time in 2016



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

68%

62%

%

25%

50%

75%

100%

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

Men Women




And this is also the case for Journalists

28%

21%

%

25%

50%

75%

100%

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

Men Women



www.ipsos-mori.com/

2016 Veracity Index | December 2016 | Version 1 | 13

Gideon Skinner

Research Director, Ipsos MORI Public Affairs

[email protected]

@GideonSkinner

Michael Clemence

Senior Research Executive

[email protected]

@mwclemence

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

Veracity index 2016

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