AUSTRALIA: 2012 Edelman Trust Barometer Presentation
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1) Australia remains trust neutral in 2012, with trust in government, business, and media holding steady at around 50% according to the Edelman Trust Barometer. 2) While trust in business and media has increased in Australia since 2009, trust in government has declined, representing a lost opportunity. 3) 60% of Australians do not trust their government leaders to tell the truth, indicating a large expectation gap between citizens and the government.
![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
70
65 65
60
55
57
50
45
47
43
40
35
30
25
20
2009 2010 2011 2012
Business Government NGOs Media
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.
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![Business not meeting public’s expectations GENERAL
BUSINESS IMPORTANCE VS. PERFORMANCE PUBLIC
VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL GAP 18+
Listens to customer needs and feedback 30% 70% - 42 Business
Importance
Has ethical business practices 29% 69% - 41 Company
Performance
Offers high quality products or services 43% 69% - 27
Places customers ahead of profits 18% 68% - 51
Treats employees well 24% 67% - 45
Takes action to address issue or crisis 23% 67% - 45
Has transparent and open business practices 19% 61% - 42
Communicates frequently and honestly 20% 60% - 43
Positively impacts the local community 17% 49% - 34
Works to protect and improve the environment 20% 49% - 30
Addresses societies needs 22% 47% - 26
Highly regarded, top leadership 22% 44% - 23
Innovator or new products, services or ideas 33% 39% -7
Delivers financial returns 16% 38% - 23
Partners with third parties 11% 32% - 23
Ranks on global lists 21% 33% - 13
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
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![Peer to peer trust rising INFORMED
PUBLIC
25-64
CREDIBILITY OF SPOKESPEOPLE
Academic or expert 74%
Technical expert in the company 71%
A person like yourself 62% + 31
NGO representative 62% + 18
Financial or industry analyst 57%
Regular employee 51% + 17
Government official or regulator 47%
CEO 41% - 8%
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
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![Growing diversification of media sources INFORMED
PUBLIC
25-64
TRUST IN MEDIA SOURCES: TOP BOX TRUST A GREAT DEAL
+9
32%
30%
23%
+6
22% 21%
15%
13%
7%
2011 2012 2011 2012 2011 2012 2011 2012
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
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.
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AUSTRALIA: 2012 Edelman Trust Barometer Presentation
- 1. I AUSTRALIA #EdelTrust2012 © Edelman, 2012. All Rights Reserved.
- 2. Australia remains trust neutral INFORMED PUBLIC 25-64 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Hong Kong 61 Argentina 62 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 Canada 55 NEUTRAL Argentina 54 South Korea 53 < Australia 53 Sweden 52 Brazil 51 Japan 51 Sweden 49 Australia 51 > U.S. 49 Spain 51 South Korea 44 France 50 Poland 44 U.K. 41 Poland 49 41 DISTRUSTERS Ireland Germany 44 40 France U.S. 42 Germany 39 U.K. 40 Spain 37 Russia 40 Japan 34 Ireland 39 Russia 32 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 © Edelman, 2012. All Rights Reserved.
- 3. GOVERNMENT IN GLOBAL TRUST DECLINE © Edelman, 2012. All Rights Reserved.
- 4. Since 2009, trust in business and media in Australia up Lost opportunity for government TRUST IN INSTITUTIONS AUSTRALIA (2009-2012): TOP 4: TRUST/TRUST A GREAT DEAL 70 65 65 60 55 57 50 45 47 43 40 35 30 25 20 2009 2010 2011 2012 Business Government NGOs Media 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. © Edelman, 2012. All Rights Reserved.
- 5. LIARS! 60% of Australians DO NOT TRUST government leader(s) to tell the truth. Q126A+126B: How much do you trust government leaders to tell you the truth, regardless of how GENERAL complex or unpopular it is. General population 18+ in Australia. PUBLIC © Edelman, 2012. All Rights Reserved. 18+
- 6. THE EXPECTATION GAP © Edelman, 2012. All Rights Reserved.
- 7. Government not meeting public’s expectations GENERAL PUBLIC 18+ Government Importance GOVERNMENT IMPORTANCE VS. PERFORMANCE Government Performance TOP 2 BOX: VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL GAP Listens to citizen's needs and feedback 13% 71% -58 Effectively manages the financial affairs of the country 18% 71% -53 Communicates honestly and frequently 13% 70% -57 Has transparent and open practices 12% 68% -56 Creates innovative programs that positively impact communities 14% 57% -43 Works to protect and improve the environment 21% 55% -34 Provides national training programs to create employment 17% 55% -38 Partners with third parties 12% 40% -28 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 © Edelman, 2012. All Rights Reserved.
- 8. Business not meeting public’s expectations GENERAL BUSINESS IMPORTANCE VS. PERFORMANCE PUBLIC VERY/EXTREMELY IMPORTANT VS PERFORMING VERY/EXTREMELY WELL GAP 18+ Listens to customer needs and feedback 30% 70% - 42 Business Importance Has ethical business practices 29% 69% - 41 Company Performance Offers high quality products or services 43% 69% - 27 Places customers ahead of profits 18% 68% - 51 Treats employees well 24% 67% - 45 Takes action to address issue or crisis 23% 67% - 45 Has transparent and open business practices 19% 61% - 42 Communicates frequently and honestly 20% 60% - 43 Positively impacts the local community 17% 49% - 34 Works to protect and improve the environment 20% 49% - 30 Addresses societies needs 22% 47% - 26 Highly regarded, top leadership 22% 44% - 23 Innovator or new products, services or ideas 33% 39% -7 Delivers financial returns 16% 38% - 23 Partners with third parties 11% 32% - 23 Ranks on global lists 21% 33% - 13 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 © Edelman, 2012. All Rights Reserved.
- 9. From license to operate to license to lead GENERAL PUBLIC CURRENT TRUST BUILDING FUTURE TRUST 18+ Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 1 Delivers consistent financial returns ATTRIBUTES MORE 1 Listens to customer needs and feedback IMPORTANT TO 2 Partners with third parties BUILDING FUTURE 2 Has ethical business practices TRUST 2 Offers high quality products or services 3 Ranks on global lists 4 Places customers ahead of profits 4 Innovator of new products 5 Treats employees well 5 Takes actions to address issue or crisis 7 Has a good reputation CURRENT TRUST (45%) DRIVEN BY 7 Has transparent and honest business practices OPERATIONAL 8 Communicates frequently and honestly ATTRIBUTES 9 Works to protect and improve the environment 9 Positively impacts the local community 11 Addresses societies needs 12 Highly regarded, top leadership 13 Innovator of new products, services or ideas 14 Delivers consistent financial returns Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale. 15 Ranks on global lists Top 2 Box, Very/ Extremely Important). General population ages 18+ in Australia. Current Trust results based on a regression analysis of the General Population. 17 Partners with third parties © Edelman, 2012. All Rights Reserved.
- 10. AUSSIES TRUST THEIR MATES © Edelman, 2012. All Rights Reserved.
- 11. +31% PERSON LIKE ME 62% CEO 41% - 8% © Edelman, 2012. All Rights Reserved.
- 12. Peer to peer trust rising INFORMED PUBLIC 25-64 CREDIBILITY OF SPOKESPEOPLE Academic or expert 74% Technical expert in the company 71% A person like yourself 62% + 31 NGO representative 62% + 18 Financial or industry analyst 57% Regular employee 51% + 17 Government official or regulator 47% CEO 41% - 8% 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 © Edelman, 2012. All Rights Reserved.
- 13. ALL MEDIA MATTERS © Edelman, 2012. All Rights Reserved.
- 14. Growing diversification of media sources INFORMED PUBLIC 25-64 TRUST IN MEDIA SOURCES: TOP BOX TRUST A GREAT DEAL +9 32% 30% 23% +6 22% 21% 15% 13% 7% 2011 2012 2011 2012 2011 2012 2011 2012 TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE 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. © Edelman, 2012. All Rights Reserved.
- 15. Repetition overcomes skepticism GENERAL PUBLIC 18+ Once (1), 3% Ten or More Times (10+), 16% Twice (2), 18% Six to Nine Times (6-9), 56% 7% of Australians need to be exposed to information 3 to 5 times to believe it is true. Four or Five Times, 24% Three Times (3), 32% 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. © Edelman, 2012. All Rights Reserved.
- 16. LICENSE TO LEAD © Edelman, 2012. All Rights Reserved.
- 17. © Edelman, 2012. All Rights Reserved.
- 18. © Edelman, 2012. All Rights Reserved.
- 19. © Edelman, 2012. All Rights Reserved.
- 20. © Edelman, 2012. All Rights Reserved.
- 21. I AUSTRALIA #EdelTrust2012 © Edelman, 2012. All Rights Reserved.
- 22. APPENDIX: Edelman Trust Barometer at a glance The 2012 Edelman NEW! The 2012 Edelman’s Trust Barometer Trust Barometer™ now derives from more includes consumer than 30,000 insights with 1,000 interviews across 25 general population countries (Ages 18+) respondents from Australia Informed Public: Aged between 25 and KEY: 64; college-educated; top 25% of household income; significant consumers of media, GENERAL PUBLIC INFORMED PUBLIC business news and 18+ 25-64 public policy n=200 20-minute online interviews conducted from October 10 - November 30, 2011. Australian sample N=1,200 © Edelman, 2012. All Rights Reserved.