UK results - January 2015

EDELMAN TRUST BAROMETER"

Edelman’s 15th Annual Trust Barometer & UK Supplement Methodology

Informed Public

•  500 respondents in U.S. and China, and 200 in other countries

•  Ages 25-64

•  College-educated

•  In top 25% of household income per age group in each country

•  Report significant media consumption and engagement in business news and public policy

•  15 years of data

General Online Population

•  1,000 respondents per country surveyed

•  Ages 18+

•  4 years in 25+ markets

Online Survey in 27 Countries

•  33,000 respondents

•  7 years in 20+ markets

•  10 years in 10+ markets

UK Supplement

•  1,000 respondents*

•  Ages 18+

•  2 years of data

*Includes a natural fallout of Informed Publics

ONE | Trust in institutions

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN UK, 2014 VS. 2015

TRUST IN INSTITUTIONS

BUSINESS  

56% 52%

2014 2015

#1  

42% 43%

2014 2015

#3  

67% 51%

2014 2015

#2  

41% 38%

2014 2015

#4  GOVERNMENT   MEDIA  

NGOS  

Informed Public

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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics in U.K.

OCT

China   79  UAE   79  Singapore   73  Indonesia   72  India   69  Malaysia   65  Canada   60  Netherlands   60  

Hong  Kong   59  Mexico   59  Australia   58  Brazil   57  Germany   57  ArgenPna   53  U.K.   52  S.  Korea   51  Sweden   51  S.  Africa   50  

U.S.   49  France   46  Japan   44  Italy   43  Turkey   41  Ireland   39  Spain   39  Russia   37  Poland   35  

TRUSTER

S  NEU

TRAL  

DISTRU

STER

S  

2014

TRUSTERS    from  30%  to    22%  in  2015  

GLOBAL   56  

Italy   48  S.  Africa   48  Hong  Kong   47  S.  Korea   47  U.K.   46  ArgenPna   45  Poland   45  Russia   45  Spain   45  Sweden   45  Turkey   40  Ireland   37  Japan   37  

2015

UAE   84  India   79  Indonesia   78  China   75  Singapore   65  Netherlands   64  

Brazil   59  Mexico   59  Malaysia   56  Canada   53  Australia   52  France   52  U.S.   52  Germany   50  

GLOBAL   55  

DISTRUSTERS    from  33%  to    48%  in  2015  

The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.

Informed Public

OCT

NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW

THE TRUST INDEX:

Informed Public

OCT

TRACKING TRUST IN UK INSTITUTIONS SINCE THE GLOBAL FINANCIAL CRISIS

TRUST IN INSTITUTIONS 2008-2015

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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics in U.K.

48% 46%

49% 44% 38%

56% 56%

52%

35% 40%

38% 43% 38%

47% 42% 43%

54% 53% 51% 51% 54%

61%

67%

51%

36%

30% 31%

22%

37%

47% 41% 38%

20%

30%

40%

50%

60%

70%

2008 2009 2010 2011 2012 2013 2014 2015

BUSINESS GOVERNMENT NGOS MEDIA

TWO| Trust in political parties and leaders

TRUST IN POLITICAL PARTIES TO DO WHAT IS RIGHT

NO CLEAR LEADER IN TRUST AMONG UK POLITICAL PARTIES IN THE RUN UP TO THE GENERAL ELECTION; LIB DEMS FARE WORSE IN 2015, AND REMAIN ON PAR WITH UKIP

TRUST IN GOVERNMENT General Population

JAN

37% 41%

31% 29%

38%

23% 22%

36% 36%

25% 27%

36%

20% 15%

Conservatives Labour Liberal Democrats UKIP Green Party Scottish National Party

Plaid Cymru

2014  

2015  

Q14. Please indicate how much you trust each of the following political parties to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. TOP 4 BOX. General Publics

TRUST IN POLITICAL LEADERS TO DO WHAT IS RIGHT

JOHNSON CONTINUES TO ENJOY A TRUST ADVANTAGE OVER CAMERON, THOUGH THE GAP IS SHRINKING. AS CLEGG’S TRUST DROPS AND FARAGE’S TRUST INCREASES, FARAGE AND MILIBAND SHARE THE THIRD TIER

TRUST IN GOVERNMENT General Population

JAN

Q15. Please indicate how much you trust the following political leaders to do what is right using the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. TOP 4 BOX. General Publics

NB: Nicola Sturgeon, Natalie Bennett and Leanne Wood not included in chart

43%

33% 33% 27% 25%

39% 34%

29% 23%

28%

Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage

2014  2015  

MOST TRUSTED POLITICAL LEADERS: HONEST COMMUNICATION AND SPEAK THEIR MIND

UK POLITICAL LEADERS MORE TRUSTED TO SPEAK THEIR MIND THAN TO COMMUNICATE HONESTLY, ESPECIALLY BORIS JOHNSON AND NIGEL FARAGE

TRUST IN GOVERNMENT General Population

JAN

COMMUNICATE HONESTLY SPEAK THEIR MIND

Q17. Please indicate how much you trust the following political leaders to communicate honestly using the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. q18: Please indicate how much you trust the following political leaders to speak their mind using the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. TOP 4 BOX General Publics

NB: Nicola Sturgeon, Natalie Bennett and Leanne Wood not included in chart

42% 36% 32%

24% 31%

66%

43% 37% 32%

61%

Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage

MOST TRUSTED POLITICAL LEADERS: GIVE £10 BACK

IN A HYPOTHETICAL SITUATION, ONLY HALF WOULD TRUST BORIS JOHNSON, DAVID CAMERON AND ED MILIBAND TO GIVE THEM £10 BACK

TRUST IN GOVERNMENT General Population

JAN

Q16. We’d now like you to think about a hypothetical situation. Imagine that you were to lend each of the political leaders below £10. Please indicate how much you trust the following political leaders to give you the £10 back. Please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. TOP 4 BOX. General Publics

50% 49% 48% 44% 40% 35%

Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage Nicola Sturgeon

NB: Natalie Bennett and Leanne Wood not included in chart

OPPORTUNITIES TO INCREASE TRUST IN GOVERNMENT IN 2015

HONEST COMMUNICATIONS ARE KEY FOR INCREASING ALL BRITS’ TRUST IN GOVERNMENT

TRUST IN GOVERNMENT General Population

JAN

52% 44%

32% 30%

16% 13% 13%

12% 9%

Honest communications Increased regulation on immigration

Regulation of the UK relationship with Europe Address unemployment

Politicians speaking their mind Economic developments in Europe

The continuation of ‘austerity measures’ Increased regulation on data privacy

Political developments in Europe

Q11. Which of the following, if any, do you think will make you trust government in general more in 2015? General Publics. NB: Don’t know / other not included

INCREASE IN TRUST

THREE| UK’s role in Europe

UK AND THE EUROPEAN UNION

BRITS CONTINUE TO HAVE POLARISED VIEWS ON THE UK’S RELATIONSHIP WITH EUROPE, AND ARE DIVIDED ON THE IMPACT OF LEAVING THE EU ON TRUST IN THE UK

TRUST IN GOVERNMENT General Population

JAN

Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the European Union or the UK to remain part of the European Union. General Publics Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union. General Publics

The UK to remain part

of the European

Union 46%

Don’t know 14%

The UK to leave the European

Union 41%

11%

20%

29%

21%

11%

Trust MUCH LESS

Trust SOMEWHAT LESS

Trust the same, NO CHANGE

Trust SOMEWHAT MORE

Trust MUCH MORE

Impact of leaving the EU on trust in UK

2014: 46%

2014: 40%

FOUR | Trust in business

Informed Public

OCT

TRUST IN BUSINESS, 2014 VS. 2015

TRUST IN BUSINESS

Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.

HALF BELOW 50%

Lower Trust in 16 Countries Increased Trust in 11 Countries

59

82 82 79

70

54

63 58

45 45 43 38

73 77

72 71

56 51

59 53

62 58 57

45 49

43 41 39

57

85 84 84

73 66 64

60 53

48 45 43

72 70 67

61

52 49 48 48 47 46 45 45 42 41 38 36

Informed Public

OCT

TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES

TRUST IN BUSINESS

Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.

COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED

50%  

76%   75%   75%   74%   70%   69%   68%   65%   62%  51%   51%   50%  

38%   36%   35%   34%   31%  

Most  Trusted  

OPPORTUNITIES TO INCREASE TRUST IN BUSINESS IN 2015

PAYING EXPECTED LEVELS OF TAX AND RESPONSIBLE BEHAVIOUR WILL MAKE BRITS TRUST BUSINESS MORE IN 2015

TRUST IN BUSINESS General Population

JAN

Q7. Which of the following, if any, do you think will make you trust business in general more in 2015? General Publics. NB: Don’t know / other not included

42%

42%

34%

32%

30%

24%

18%

Paying expected levels of tax

Responsible behaviour

Increased transparency about operations and business practices

Putting customers at heart of business

Consistent level of service and quality

Driving growth in the economy

Addressing society’s needs

INCREASE IN TRUST

50% 32%

64%

49%

69%

32%

64% 70%

43%

79%

59%

44%

62% 71% 69%

77%

38%

70%

51%

69%

32%

62% 67%

40%

75%

54%

39%

57% 65% 62%

70%

TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014

INDUSTRY SECTORS: TECHNOLOGY-BASED* INDUSTRIES DECLINE ALONG WITH OTHER SECTORS

Informed Public

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics

2014 2015

Increased Trust Decreased Trust

OCT

FIVE | Trust in business innovation

TRUST IN BUSINESS INNOVATION

Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics in U.K.

Informed Public

THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN U.K. TODAY IS …

49% Too Fast 19% Too Slow 26% Just Right

BUSINESS INNOVATION

Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, in U.K.

Informed Public

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN U.K.

53% 50% 42% 39% 38%

Electronic and Mobile Payments

Cloud Computing Electronic and Personal Health

Trackers

Hydraulic Fracturing Genetically Modified Foods

50%

BUSINESS INNOVATION

Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, in U.K. and 27 country global.

Informed Public

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, U.K. VS. GLOBAL

50%

U.K.

GLOBAL

42% 53% 50%

39% 38%

69% 59%

55% 47%

32%

Electronic and Mobile Payments

Electronic and Personal Health Trackers

Cloud Computing Hydraulic Fracturing Genetically Modified Foods

BUSINESS INNOVATION

Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in U.K. Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” Informed Publics, in U.K.

Informed Public

TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN U.K.

TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT

34%

37%

44%

58%

64%

67%

39%

38%

75%

62%

Financial Services Electronic Payments

Health Personal Health Trackers

Technology Cloud Computing

Energy Hydraulic Fracturing

Food & Beverage Genetically Modified Foods

+2

-17

+6

-2

-33

Gap Trust in Industry Sector

vs. Trust in Industry to Innovate

SIX | Trust in media

DRIVERS OF DECREASED TRUST IN MEDIA OVER THE PAST YEAR

CORRUPTION OR FRAUD WAS PRIMARILY RESPONSIBLE FOR THE DECREASE IN TRUST IN MEDIA OVER THE PAST YEAR ACCORDING TO THOSE TRUSTING MEDIA LESS

TRUST IN MEDIA General Population

JAN

Q5. Which of the following is the main reason why your trust in media decreased over the last year? General Publics. NB: Don’t know / other not included

27% 25% 23%

11% 11%

Corruption or fraud Wrong incentives driving editorial decisions

Lack of regulation or control Transparency issues Poor performance/ incompetence

ONE | Trust in NGOs

18% 15% 13% 11% 9% 9% 8% 7% 5%

Too focused on money

Lost touch with the UK

Abuse / poor use of public funding

Corruption or fraud

Poor performance/ incompetence

Wrong incentives driving

organisational decisions

Irresponsible behaviour

Transparency issues

Lack of regulation or control

DRIVERS OF DECREASED TRUST IN NGOS OVER THE PAST YEAR

Q6. Which of the following is the main reason why your trust in NGOs decreased over the last year? General Publics. NB: Don’t know / other not included

AN EXCESSIVE FOCUS ON MONEY AND NGOS LOSING TOUCH WITH THE UK ARE THE MAIN CAUSES FOR THOSE LOSING TRUST IN NGOS

TRUST IN NGOS General Population

JAN

UK Results - January 2015

EDELMAN TRUST BAROMETER"