Trust Pays: how much does cultural exchange matter?

1

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Trust Pays
Ben Page, Chief Executive, Ipsos MORI

© Ipsos MORI Version 1 | Strictly Confidential

Trust Pays: how much does cultural exchange matter?
2

This research seeks to
understand levels of trust in
UK among young people
overseas, the impact of the
levels of trust in UK on this
country’s international trade
and the influence of cultural
exchange on opinions of
UK among individuals in
other countries.


What are cultural relations?
3

For the purpose of this research cultural
relations include activities such as:

• Studied English with a UK institution
• Studied for a UK based exam/qualification
• Been on a school visit or school exchange
programme involving a visit to UK
• Studied in UK at a school or college for
overseas learners of English
• Participated in a volunteering programme
run by a UK institution
• Attended a UK education
event/exhibition/fair
• Attended a major UK arts or cultural
event/exhibition


4

The UK’s
competitive
position of trust


How do we see ourselves…?
5

Taking into account all the things which you think are important, how favourable or
unfavourable is your overall opinion/impression of the UK…?
% UK views of itself
Respects human rights 53
Has a strong commitment to culture and the arts 50
Respects its neighbours and other countries 49
Has strong democratic values and institutions 48
Contributes to peace and co-operation 46
Contributes to global economy 45
Respects contracts and the rule of law 45
Respects the rights of its citizens 43
Contributes to international socio-economic… 41
Its people enjoy a good standard of living 37
Makes a positive difference in the world 36
Is a good country in which to invest 24
Has a strong economy 13
Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI


Typically self-deprecating Brits…!
6

Taking into account all the things which you think are important, how favourable or
unfavourable is your overall opinion/impression of the UK…?
% UK views of itself % Global views of the UK
53
Respects human rights 55
50
Has a strong commitment to culture and the arts 54
49
Respects its neighbours and other countries 45
48
Has strong democratic values and institutions 56
46
Contributes to peace and co-operation 45
45
Contributes to global economy 51
45
Respects contracts and the rule of law 53
43
Respects the rights of its citizens 56
41
Contributes to international socio-economic development 47
37
Its people enjoy a good standard of living 59
36
Makes a positive difference in the world 43
24
Is a good country in which to invest 42
13
Has a strong economy 48
Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI


People from the UK well trusted compared to US and
Germans 7

% net trust in People from UK, US, Germany among panel members from...

UK US Germany 59%
57%
54%
50% 50% 51% 52% 52%
47% 47%
45% 44% 45%
43%
41% 41%
39%
37%

29%

22%
19% 18% 18%
14%
11%
0%

-9% -4% -1%
Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust)
-15%

Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil

Source: Online Panel surveys of respondents aged 16/18-
Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia,
34 with minimum secondary education (NB :Pakistan
Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents
research undertaken F2F and with min.Tertiary education)


Trust in people from the UK generally higher than trust in UK
government, but often not by much... 8

% net trust in People from UK and UK Government among panel members from...

Trust in People from UK Trust in Government from UK

55% 57%
50% 51% 52%
47% 47% 49%
45% 43% 45%
41%
34% 36%
30% 29%
19%
15%

-9%

Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust)
-33%

Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil


Ipsos MORI Veracity Index shows larger gap between trust in
Government and ‘People’… 9

Now I will read out a list of different types of people. For each, would you tell me
whether you generally trust them to tell the truth or not?
100

80

60 Ordinary man/woman

40

20 Government Minister
Politician generally

0
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011
Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index


But little variation in trust for different audiences over time
10

100
Doctors
Teachers
80 Professors
Judges
Scientists
Clergyman/priests
60 The Police
TV news reporters
Ordinary man/ woman
Civil Servants
40 Pollsters
Trade Union Officials
Business Leaders
Journalists
20 Government Ministers
Politicians generally

0
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011


Trust me I’m a… (British Council) Teacher
11

100

80 Teacher

60
Ordinary man/woman

40

20 Government Minister
Politician generally
0
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011


12

Why is trust
important?


Trust literally pays!
13

People who Trust the Coca-Cola Company are more likely to purchase the
company’s products and to find the company’s commercials believable.
Product use Feel good about Pay more for Believable ads Memorable ads

98%
94%
85%
77% 77%
73%

60% 60%
54% 55% 53%

42%
34%
27%
22% 22%
18%
6%
11% 3%

Very Good Trust Fairly Good Trust Neutral Trust Poor Trust
Base: online citizens, c.500-1,000 per country
Source: Ipsos Global @dvisor


Levels of trust strongly relate to whole range of positives
14

Ipsos MORI Global @dvisor data shows that Trust is HIGHLY
correlated with any index

60
R² = 0.9605 Nestlé MSFT
FAM, FAV, Advocacy, Good

50 HP
Economy, Enviro Resp

Coke Toyota
Investment, Good for

Apple
Visa Intel
40 J&J
Danone
McD's CNN
30
Fiat Shell Kraft
20 Wal-Mart Mars
Bacardi Pirelli
HSBC AT&T Starbucks
Generali
AXA
AA BA Lufthansa
10
BHP InBev France
Air
AIG Diageo
Altria
0
-20
ML
-10 0 10 20 30 40 50
-10
Base: online citizens, c.500-1,000 per county Net Trust
Source: Ipsos Global @dvisor


Those who trust also identify UK as fair and tolerant
society... 15

% net agreement with statements about People from UK by whether
respondents trust or distrust people from UK. People from the UK...
Respect the beliefs, values and culture of 5%
people from other countries 85%
Are concerned about the global environment 25%
82%
Take seriously the concerns and priorities of 4%
people from other countries 74%
Generally give a good impression of UK when 15%
they travel abroad 73%
Are open to new ideas 22%
73%
Have a good understanding of international 26%
issues 72% Distrust people from
Welcome visitors to their country 13% UK
62%
Trust people from UK
Are tolerant of people from other countries 21%
62% * Analysis run on 6 Ipsos MORI markets
Source: Ipsos MORI , 2011 F2F Survey of respondents
Base: 142 Distrust, 667 TrustData presented here is weighted to reflect the overall population of respondents
aged 18-34 with minimum tertiary education


And those who trust us also say they are more interested in
doing business and trade with the UK 16

% Saying they are interested in “Opportunities to work/do business with people and
organisations from the UK”
Those who DISTRUST people from UK Of course, some caution required
Those who TRUST people from UK with self-reported ‘intention’ and
64% we cannot determine causality or
57% 57% that this relationship is not a
49%
result of other factors.
45% 47% 45%
40% 44%
38% 36%
33%
29% 30%
25%
19%
16%
13%
3% 12%

India Poland Thailand China Brazil Russia Turkey Saudi Spain Pakistan
%pt difference
+24 +28 +12 +19 +22 +29 +11 +19 +23 +9


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Cultural
relations
increase trust?

83914423

Involvement in cultural activities with the UK is associated with a higher level
of trust in people in the UK in all countries surveyed... 18

% net trust in People from UK among people from….
Who have NOT been involved in Cultural Relations activities with UK
Who have been involved in Cultural Relations activities with UK

62% 64%
59% 59% 58% 59%
56% 54%
47% 49%
41% 43% 43%
40%
37%
31% 33%

2% 9%

-12%
Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust)

Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil
%pt difference
+14 +22 +26 +10 +19 +21 +15 +16 +7 +10


..and trust increases with the number of cultural activities
19

% net trust in People from UK among people from…....by number of different cultural
relations activities engaged in
0 activities 1 activity 2+ activities
74%

65% 65% 64% 63%
61% 61%
58% 60% 57% 58%
55% 54%
50% 49% 49% 50%
45% 43% 43%
39% 40% 41%
37%
33%

18%
15%
9%

-2%
-12%
Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust)

Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil


Regression analysis – Trust in UK People
20

Odds
ratio Positively associated with trust

2.37 Knows English very well

2.33 Knows English fairly well

Trust in 1.78 Knows English a little

1.55 Seen or heard reference of BC
UK people 1.41 At least one parent knows English fairly well

1.27 Seen or heard reference of BBC World Service
Factors in model include: Highest level of
1.26 At least one parent knows English a little
education, family living in or from UK, friends
who live in or from UK, if visited UK, how well 1.23 Cultural activity with UK
speak English, how well parents speak
English, whether done cultural activity with or
without BC, if heard of BC or BBC World
Service, country they live in.

In Summary....
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• Trust definitely pays
- Our research shows everything comes
back to trust
- Trust = willingness to engage and build
relationships with UK
- British Council teachers – strong
network of trusted advocates
• Cultural relations and trust have
an important relationship
Cause and effect difficult to establish
but...
- English language a clear gateway to
and predictor of trust in UK
- Those who take part in cultural
activities more trusting of UK


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Version 1 | Strictly Confidential

Thank you
ben.page@ipsos.com

© Ipsos MORI This work | Strictly Confidential
Version 1 was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here

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