Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Edelman Trust Barometer 2016 - Ireland

3 842 vues

Publié le

Our 2016 Edelman TRUST BAROMETER for Ireland revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.

There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.

Publié dans : Marketing
  • Soyez le premier à commenter

Edelman Trust Barometer 2016 - Ireland

  1. 1. 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 TRUST BAROMETER 2016 @
  2. 2. Ireland 2016 Edelman Trust Barometer
  3. 3. 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
  4. 4. 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
  5. 5. State of Trust1
  6. 6. 37 36 31 22 49 43 39 32 48 38 34 26 60 51 47 41 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
  7. 7. 53 63 58 48 60 41 44 44 37 49 35 32 21 26 41 23 21 21 22 32 2012 2013 2014 2015 2016 43 44 41 38 51 36 33 41 36 43 2012 2013 2014 2015 2016 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. 7 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 35 45 37 34 47 35 34 36 31 39 NGOs Government Media Business Trust Levels in Ireland Are At Post-Recession Highs Informed Public General Population
  8. 8. 2 Trust Inequality
  9. 9. 41 46 39 37 49 33 33 34 31 39 2012 2013 2014 2015 2016 A Significant Divide 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 Mass Population, Ireland. 9 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2016 Informed Public Mass Population 10pt Gap 8pt Gap
  10. 10. 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 60 57 71 64 78 78 68 49 52 62 67 49 45 46 50 53 40 74 79 46 65 68 59 38 44 80 55 62 58 71 46 42 40 35 52 56 48 30 33 45 50 32 31 32 37 40 27 62 69 36 56 59 51 30 37 73 48 55 52 66 Global GDP5 U.S. France Brazil India Netherlands Russia U.K. Italy Singapore Japan HongKong Turkey Sweden Spain Poland Colombia Mexico Ireland SouthAfrica UAE Argentina SouthKorea Germany Indonesia Australia Malaysia Canada China 19192022262931 Low-income respondents High-income respondents
  11. 11. Opportunity For Business 3
  12. 12. A Position of Strength 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, 27-country global total. 12 Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 NGOs Business Media Government +4 +6 +6 +3 +4 +5 +2 +1 Informed Public General Population 2015 2016 Business closing NGOs’ long-held lead in trust
  13. 13. 60 51 47 41 51 64 58 33 49 43 39 32 49 58 53 30 NGOs Business Media Government Business Most Trusted to Keep Pace 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, 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, Ireland 13 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
  14. 14. 65 57 56 45 54 46 31 26 25 66 64 59 54 54 46 43 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
  15. 15. Addressing Trust Inequality 15 Actions Values Employee Advocacy Engagement Trust
  16. 16. Actions Leadership in a Divided World:
  17. 17. 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
  18. 18. 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, Visible) 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
  19. 19. Values Leadership in a Divided World:
  20. 20. 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 operates 43 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
  21. 21. 43% 54% 62% 75% Their education and how it shaped them Their personal success story The obstacles they 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
  22. 22. Employee Advocacy Leadership in a Divided World:
  23. 23. 17 17 9 15 25 32 24 25 16 24 38 28 34 37 63 27 31 29 21 19 21 29 20 16 22 21 13 22 14 20 6 6 3 9 7 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/customer Partnerships/ Programmes to address societal issues Views on industry issues Employees Most Trusted General Population
  24. 24. Engagement Leadership in a Divided World:
  25. 25. 58 47 55 53 57 60 51 60 51 54 36 30 37 32 48 26 21 28 27 3333 25 31 30 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
  26. 26. 66 54 40 37 23 36 25 17 16 15 77 65 60 53 37 37 32 26 20 18 My friends and family An academic expert Companies I use Employees of a company A company ceo A journalist A well-known online personality Elected officials 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. 2016 2015 2016 +11 General Population 50%
  27. 27. Actions Values Employee 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
  28. 28. 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 TRUST BAROMETER 2016 @
  29. 29. 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
  30. 30. 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% National Economy/Economic Recovery Health Services Reform Abolition of Water Charges Job CreationReduced Taxes General Population
  31. 31. 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 TRUST BAROMETER 2016 @

×