australia: 2012 edelman trust barometer presentation
DESCRIPTION
2012 Edelman Trust Barometer presentation tailored to Australian resultsTRANSCRIPT
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© Edelman, 2012. All Rights Reserved.
#EdelTrust2012
I AUSTRALIA
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© Edelman, 2012. All Rights Reserved.
TRUSTERS
NEUTRAL
DISTRUSTERS
GLOBAL 51
China 76
UAE 68
Singapore 67
India 65
Indonesia 63
Mexico 63
Netherlands 61
Hong Kong 61
Canada 58
Malaysia 57
Italy 56
Argentina 54
Australia 53
Brazil 51
Sweden 49
U.S. 49
South Korea 44
Poland 44
U.K. 41
Ireland 41
France 40
Germany 39
Spain 37
Japan 34
Russia 32
GLOBAL 55
Brazil 80
UAE 78
Indonesia 74
China 73
Netherlands 73
Mexico 69
Singapore 67
Argentina 62
India 56
Italy 56
Canada 55
South Korea 53
Sweden 52
Japan 51
Australia 51
Spain 51
France 50
Poland 49
Germany 44
U.S. 42
U.K. 40
Russia 40
Ireland 39
2012 2011
<
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 2012
>
Australia remains trust neutral INFORMED PUBLIC 25-64
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GOVERNMENT
IN GLOBAL
TRUST DECLINE
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Since 2009, trust in business and media in Australia up Lost opportunity for government
TRUST IN INSTITUTIONS AUSTRALIA (2009-2012): TOP 4: TRUST/TRUST A GREAT DEAL
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale; Top 4 box. Informed Publics ages 25-64 in Australia.
57
47
65
43
20
25
30
35
40
45
50
55
60
65
70
2009 2010 2011 2012
Business Government NGOs Media
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60% of Australians
DO NOT TRUST
government leader(s)
to tell the truth. GENERAL PUBLIC
18+
Q126A+126B: How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is. General population 18+ in Australia.
LIARS!
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THE
EXPECTATION
GAP
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Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale (Top 2 Box , Very/Extremely Important) ; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale (Top 2 Box , Performing Very/Extremely Well) General Population in Australia
-58
-53
-57
-56
-43
-34
-38
-28
GAP
13%
18%
13%
12%
14%
21%
17%
12%
71%
71%
70%
68%
57%
55%
55%
40%
Listens to citizen's needs and feedback
Effectively manages the financial affairs of the country
Communicates honestly and frequently
Has transparent and open practices
Creates innovative programs that positively impact communities
Works to protect and improve the environment
Provides national training programs to create employment
Partners with third parties
Government Importance Government Performance
Government not meeting public’s expectations
GOVERNMENT IMPORTANCE VS. PERFORMANCE TOP 2 BOX: VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL
GENERAL PUBLIC
18+
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21%
11%
16%
33%
22%
22%
20%
17%
20%
19%
23%
24%
18%
43%
29%
30%
33%
32%
38%
39%
44%
47%
49%
49%
60%
61%
67%
67%
68%
69%
69%
70%
Ranks on global lists
Partners with third parties
Delivers financial returns
Innovator or new products, services or ideas
Highly regarded, top leadership
Addresses societies needs
Works to protect and improve the environment
Positively impacts the local community
Communicates frequently and honestly
Has transparent and open business practices
Takes action to address issue or crisis
Treats employees well
Places customers ahead of profits
Offers high quality products or services
Has ethical business practices
Listens to customer needs and feedback - 42
- 41
- 27
- 51
- 45
- 45
- 42
- 43
- 34
- 30
- 26
- 23
- 7
- 23
- 23
- 13
Business not meeting public’s expectations GAP
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale (Top 2 Box, Very/ Extremely Important) (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale (Top 2 Box, Performing Very/ Extremely Well) General Population in Australia
Business Importance
Company Performance
GENERAL PUBLIC
18+ BUSINESS IMPORTANCE VS. PERFORMANCE
VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL
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From license to operate to license to lead GENERAL PUBLIC
18+
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale. Top 2 Box, Very/ Extremely Important). General population ages 18+ in Australia. Current Trust results based on a regression analysis of the General Population.
1 Listens to customer needs and feedback
2 Has ethical business practices
4 Places customers ahead of profits
5 Treats employees well
2 Offers high quality products or services
8 Communicates frequently and honestly
5 Takes actions to address issue or crisis
7 Has a good reputation
11 Addresses societies needs
7 Has transparent and honest business practices
9 Works to protect and improve the environment
9 Positively impacts the local community
12 Highly regarded, top leadership
ATTRIBUTES MORE IMPORTANT TO
BUILDING FUTURE TRUST
1 Delivers consistent financial returns
2 Partners with third parties
3 Ranks on global lists
4 Innovator of new products
CURRENT TRUST
CURRENT TRUST (45%) DRIVEN BY
OPERATIONAL ATTRIBUTES
Attributes that Correlate with Current Trust
BUILDING FUTURE TRUST
Most Important Attributes that Build Trust
14 Delivers consistent financial returns
13 Innovator of new products, services or ideas
15 Ranks on global lists
17 Partners with third parties
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AUSSIES
TRUST THEIR
MATES
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+31%
PERSON
LIKE ME
62%
- 8%
CEO
41%
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Peer to peer trust rising
74%
71%
62%
62%
57%
51%
47%
41%
Academic or expert
Technical expert in the company
A person like yourself
NGO representative
Financial or industry analyst
Regular employee
Government official or regulator
CEO
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Australia
+ 18
+ 31
+ 17
INFORMED PUBLIC 25-64
CREDIBILITY OF SPOKESPEOPLE
- 8%
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ALL
MEDIA
MATTERS
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23% 22%
7%
15%
32% 30%
13%
21%
Growing diversification of media sources
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in AustraliaQ161-165.
ONLINE MULTIPLE SOURCES
TRADITIONAL SOCIAL MEDIA CORPORATE
INFORMED PUBLIC 25-64
+ 9
+ 6
2011 2012 2011 2012 2011 2012 2011 2012
TRUST IN MEDIA SOURCES: TOP BOX TRUST A GREAT DEAL
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Once (1), 3%
Twice (2), 18%
Three Times (3), 32% Four or Five Times,
24%
Six to Nine Times (6-9),
7%
Ten or More Times
(10+), 16%
Repetition overcomes skepticism
Q148. Think about everything you see or hear every day about companies, whether positive or negative. How many times in general do you need to be exposed to something specific about a company to believe that the information is likely to be true? General population ages 18+ in Australia.
56% of Australians need
to be exposed to
information 3 to 5
times to believe it
is true.
GENERAL PUBLIC
18+
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LICENSE
TO LEAD
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#EdelTrust2012
I AUSTRALIA
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© Edelman, 2012. All Rights Reserved.
APPENDIX: Edelman Trust Barometer at a glance
20-minute online interviews conducted from October 10 - November 30, 2011. Australian sample N=1,200
Informed Public:
Aged between 25 and
64; college-educated;
top 25% of household
income; significant
consumers of media,
business news and
public policy
n=200
The 2012 Edelman
Trust Barometer
derives from more
than 30,000
interviews across 25
countries
NEW! The 2012 Edelman’s
Trust Barometer™ now
includes consumer
insights with 1,000
general population
(Ages 18+) respondents
from Australia
GENERAL PUBLIC
18+
INFORMED PUBLIC 25-64
KEY: