Download pdf - Edelman Trust Barometer 2016 - Ireland

INTRODUCTION

Mr. Joe Carmody, Managing Director, Edelman Ireland, @JoeCarm

KEYNOTE SPEAKER

Mr. Dominick Chilcott, British Ambassador to Ireland, @DChilcottFCO/@BritEmbDublin

PANEL

Mr. Robert Watt, Secretary General, Department of Public Expenditure and Reform

Ms. Dearbhail McDonald, Associate Editor and Legal Editor, Irish Independent, @DearbhailDibs

MODERATOR

Mr. Shane Coleman, Political Editor, Newstalk

#edeltrust @EdelmanIreland

TRUSTBAROMETER2016

@

Ireland

2016 Edelman Trust Barometer

Informed Public

‣ 8 years in 20+ markets

‣ Represents 15% of total global population

‣ 500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

‣ 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

General Online Population

‣ 5 years in 25+ markets

‣ Ages 18+

‣ 1,150 respondents per country

Methodology

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-

specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),

Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

‣ 16 years of data

‣ 33,000+ respondents total

‣ All fieldwork was conducted between October 13th and November 16th, 2015

Online Survey in 28 Countries

Mass Population

‣ All population not including Informed Public

‣ Represents 85% of total global population

3

56

56

23

25

43

8

Trust Matters

Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies

that you trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. Q377-380. Still thinking

about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action.

General Population, Ireland, question asked of half the sample. 4

Percent who engage in each behaviour based on trust

73

64

39

37

34

11

Behaviours for Distrusted Companies Behaviours for Trusted Companies

Refused to buy products/services

Criticised companies

Paid more than

wanted

Shared negative

opinions

Disagreed with others

Sold

shares

Chose to buy products/services

Recommended them to a friend/colleague

Paid more for products/services

Shared positive opinions online

Defended company

Bought

shares

most trusted content creators: #1

Friends and Family

most trusted media source: #1

Online Search Engines

General

Population

State of Trust1

37 3631

22

4943

3932

48

3834

26

6051

4741

Trust Is Rising Across All Institutions in Ireland

Source: 2016 Edelman Trust Barometer Q11-14. 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 Public

and General Population, Ireland.

6

Percent trust in the four institutions of

government, business, media and NGOs, 2015 vs. 2016

Informed

Public

General

Population

NGOs Business Media Government

+12 +13 +13 +15

2015 2016

+12 +7 +8 +10

53

63

58

48

60

4144 44

37

49

3532

21

26

41

2321 21 22

32

2012 2013 2014 2015 2016

43 4441

38

51

3633

41

36

43

2012 2013 2014 2015 2016



and General Population, Ireland.

7

Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016

35

45

3734

47

35 3436

31

39

NGOs

Government

Media

Business

Trust Levels in Ireland Are At Post-Recession Highs

Informed

Public

General

Population

2 Trust Inequality

41

46

39

37

49

33 3334

31

39

2012 2013 2014 2015 2016

A Significant Divide



and Mass Population, Ireland.

9

Percent trust in the four institutions of

government, business, media and NGOs, 2012 to 2016Informed

Public

Mass

Population

10pt

Gap

8pt

Gap

50%

18 of 28 countries have a double-digit trust gap

between high-income and low-income respondents

Trust Index:

A Link to Income Inequality

Source: 2016 Edelman Trust Barometer Q13. 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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid

relative to the rest of the workforce”]

GDP 5 = U.S., China, Japan, Germany, U.K. 10

Average trust in institutions, respondents in top quartile of income vs.

respondents in bottom quartile of income in each country,

ranked by the size of the gap between them

6057

7164

78 78

68

4952

6267

4945 46

5053

40

7479

46

6568

59

3844

80

55

6258

71

4642

4035

5256

48

30 33

4550

32 31 3237

40

27

62

69

36

5659

51

30

37

73

48

55 52

66

Glo

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GD

P 5

U.S

.

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Bra

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Ind

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U.K

.

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Tu

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Sw

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Sp

ain

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Co

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Me

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So

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Afr

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UA

E

Arg

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a

So

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Ge

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Indo

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Au

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Ma

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Ca

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Ch

ina

19192022262931

Low-income

respondents

High-income

respondents

Opportunity For Business

3

A Position of Strength



and General Population, 27-country global total.

12

Percent trust in the four institutions of government,

business, media and NGOs, 2015 vs. 2016

5148

4541

55 53

4742

63

5751

48

6763

5751


+4 +6 +6 +3

+4 +5 +2 +1

Informed

Public

General

Population

2015 2016Business closing NGOs’

long-held lead in trust

60

5147

41

51

6458

33

4943

3932

49

5853

30


Business Most Trusted to Keep Pace


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 Public

and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep

up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a

great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Ireland13

Percent trust, and percent who trust each institution to keep up

with the changing times, 2016

Informed

Public

General

Population

Trust Trusted to

keep paceBusiness in the lead

65

57 56

45

54

46

31

26 25

6664

59

54 54

4643

39

33

Credibility of CEOs/Boards on The Rise

Source: 2016 Edelman. Trust Barometer Q130-587. 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,

Very/Extremely Credible) General Population, Ireland, question asked of half the sample.

14

Percent who rate each spokesperson as extremely/very credible

2015 2016

+12+9

Technical

Expert

Academic

Expert

A person

like

yourself

Financial

Industry

Analyst

Employee CEONGO

representative

Board of

Directors

Government

official/regulator

CEO/Board

credibility

increased the most

General

Population

+13

Addressing Trust Inequality

15

Actions

ValuesEmployee

Advocacy

EngagementTrust

Actions

Leadership in a Divided World:

Business Must Lead to Solve Problems

Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General

Population, Ireland, question asked of half the sample.

.

82% agree

“A company can take

specific actions that both

increase profits and improve

the economic and social

conditions in the community

where it operates.”

up from 68% in 2015

General

Population

17

CEOS Must Be Visible on Purpose and Profit

Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please

use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, V isible) General Population, Ireland,

question asked of half the sample.

18

Percent who agree that CEOs should be personally visible in discussing…

80%Societal Issues

‣ Income inequality

‣ Public policy discussions

‣ Personal views on societal issues

74%Financial Results

General

Population

Values


Integrity 58 17 41

Exhibits highly ethical behaviours 58 13 45

Takes responsible actions to address an issue or crisis 59 24 35

Behaves in a way that is transparent and open 56 13 43

Engagement 58 15 43

Treats employees well 63 17 46

Listens to customer needs and feedback 60 16 44

Places customer ahead of profits 55 13 42

Communicates frequently and honestly on the state of their company 55 13 42

Products 43 25 18

Places a premium on offering high quality products or services 46 27 19

Is focussed on driving innovation and introducing new products/services/ideas 40 23 17

Purpose 41 17 24

Is dedicated to protecting and improving the environment 45 13 32

Ensures that the company creates programmes that positively impact the local community in which it

operates43 21 22

Ensures that the company addresses society's needs in its everyday business 45 19 26

Ensures that the company partners with NGOs, government and third parties to address societal issues 32 16 16

Operations 32 20 12

Attracts and retains a highly-regarded and widely admired top leadership team 36 22 14

Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 21 16 5

Manages the company in a way that delivers consistent financial returns 38 23 15

Leaders Seen As Underperforming

Source: 2016 Edelman Trust

Barometer. Q462-478 How important

is each of the following attributes to

building your trust in CEOs? (Top 2

Box, Important) Q479-495 Please rate

CEOs on how well you think they are

performing on each of the following

attributes. Use a nine-point scale

where one means they are

“performing extremely poorly” and

nine means they are “performing

extremely well.” CEO questions use

the same scales as the business

questions. (Top 2 Box, Performance)

General Population, Ireland

Importance vs. performance of 16 trust-building leadership attributes%

Importance

%

Performance Gap

General

Population

20

43%

54%62%

75%

Their education andhow it shaped them

Their personalsuccess story

The obstaclesthey have overcome

Their personal values

Personal Values and History Matter

Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?

Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507

‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524.

For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that

attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Ireland, question asked of half the sample.

.

Percent who agree that each type of information

is important in building trust in a CEO

General

Population

21

EmployeeAdvocacy


17 17

9

15

25

32

24 25

16

24

38

28

3437

63

2731

29

2119

21

29

2016

22 21

13

22

14

20

6 63

97

5

Employees Are Essential Advocates

Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s

business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust

MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613

Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust

MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on

issues related to the industry in which it operates? General Population, Ireland, question asked of half the sample.

23

Most trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customerPartnerships/

Programmes to

address societal issues

Views on

industry issues

Employees Most Trusted

General

Population

Engagement


58

47

5553

57

60

51

60

51

54

36

30

37

32

48

26

21

2827

3333

25

3130

31

2012 2013 2014 2015 2016

Transformed Media Landscape

Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general

news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box,

Trust) General Population and Millennials, Ireland, question asked of half the sample.

Trust in each source for general news and information

*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.

**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.

Millennials

Similar levels of trust

of digital media as

general population

Industry Millenials Gap

Search Engines* 56% 1

Traditional Media 48% 6

Online-only Media** 48% 0

Owned media 36% 3

Social media 35% 4

General

Population

66

54

4037

23

36

25

17 16 15

77

6560

53

37 3732

26

20 18

My friendsand family

An academicexpert

Companies Iuse

Employees ofa company

A companyceo

A journalist A well-knownonline

personality

Electedofficials

Companies [brands] I don’t use

Celebrities

Every Voice Matters

Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following

authors or content creators? (Top 4 Box, Trust) General Population, Ireland, question asked of half the sample.

* Asked as “Brands I don’t use” in 2015. 26

Percent who trust information created by each author on social networking

sites, content sharing sites and online-only information sources, 2015 vs. 20162015 2016

+11

General

Population

50%

Actions

ValuesEmployee

Advocacy

Engagement

Embracing the New Reality of Influence to Address Trust Inequality

‣ Create societal impact in addition to profits through

purposeful action

‣ Express your values through honest, ethical

engagement in which you share your story

‣ Ignite your most powerful advocate, your employees

‣ Engage cross channel to meet stakeholders, where

they are, about what most interests/concerns them

Influence

TRUST

27

Leadership

TRUST

INTRODUCTION


KEYNOTE SPEAKER


PANEL



MODERATOR



TRUSTBAROMETER2016

@

UK Participation in EU Important for Ireland

Source: 2016 Ireland Trust Supplement Q7: How important, if at all, do you think it is for Ireland that the UK remains in the EU? Q5: Should the UK decide in its

referendum to remain in the EU, what impact do you think this would have on Ireland? q6: You previously said that the UK remaining in the EU would have a positive

impact on Ireland. What makes you say this? General Population, Ireland (n=500)

75%Say it is important for

Ireland that the UK

remains in the EU

General

Population

29

37%Think the UK remaining

in the EU will have a

positive impact on

Ireland

‣ Continued trade

‣ EU stability

‣ Protection of open borders

Economy and Health Services Reform Drive Voter Choice

Source: 2016 Ireland Trust Supplement Q3. Which of the following issues has/would have the greatest impact on who you decide to vote for in the upcoming

general election? General Population, Ireland (n=500)30

Issues driving voting choice in the upcoming general election

19%

16%14%

13%

10%

NationalEconomy/Economic

Recovery

Health ServicesReform

Abolition of WaterCharges

Job CreationReduced Taxes

General

Population

INTRODUCTION


KEYNOTE SPEAKER


PANEL



MODERATOR



TRUSTBAROMETER2016

@