2016 Edelman Trust Barometer New Zealand

1. New Zealand Report
2016 Edelman
Trust Barometer
Join the conversation #TrustBarometerNZ

2. 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
‣ Tertiary 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 29 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
‣ 1 year of data
‣ 1,000 respondents
‣ All fieldwork was conducted in November,
2015
New Zealand Survey

3. 72
59
34
34
30
12
54
50
24
35
17
6
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, New Zealand, 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, New Zealand, question asked of half the sample. 3
Percent who engage in each behaviour based on trust
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

4. 1 State of Trust

5. Trust Rising Globally; But in NZ, Media Much Less Well Regarded
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; Informed Public and General Population, New Zealand.
5
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
2016
NZ
2016
67 69
63
57
57
47
NGOs Business Media Government
51 53
55
54 53 51 47
38
42 41

6. 60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
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, 25-country global total; Informed Public and General Population, New Zealand.
6
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
49
48
46
49
NGOs
Government
Media
Business
Post-Recession Highs Globally; In NZ, Trust Gap Least for Business
Informed
Public
General
Population69
54
57
51
47
38
53
41
Global totals exclude Colombia and New Zealand in 2016.
11 gap 15 gap
9 gap 6 gap
7 gap 9 gap
8 gap 12 gap

7. 57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 New Zealand
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
18 of 29 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
Global totals exclude New Zealand
Mass
Population
48 Global For the mass
population, the
global index falls into
distruster territory
7
Trusters
Neutrals
Distrusters
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
46 New Zealand
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
General
Population
50 Global60 Global
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
58 Brazil
58 Italy
58 Malaysia
57 U.K.
56 New Zealand
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public

8. 2 Trust
Inequality

9. 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, 25-country global total; Informed Public and General Population, New Zealand.
9
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016
Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
12pt
Gap
56
44
2016
Global totals exclude Colombia and New Zealand in 2016.
60
48
44
47
2012 2013 2014 2015 2016
46 46
53
58
56 56

10. 50%
19 of 29 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.
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
49
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
37
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
NewZealand
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents
Global totals exclude Colombia and New Zealand in 2016.

11. 3 Inversion of
Influence

12. Influence
The Inversion of
Influence
12
Influence
& Authority
Authority
Old Model
‣ Elites have access
to more/better
information
‣ Elites’ interests
interconnected with
those of mass
‣ Becoming an “elite”
open to all
New Reality
‣ Peer-to-peer influence
more powerful than top-
down
‣ Increasing distrust
among mass population
‣ Mass movements based
on dissatisfaction and
urgency
The Divide
‣ Democratization of
information and
more information
‣ High-profile
revelations of
greed and
misbehavior
‣ Income inequality
New Zealand
Mass
Population
87%
of
population
44 Trust Index
13%
of
population
56 Trust Index
New Zealand
Informed
Public
Global
Mass
Population
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index
Global
Informed
Public

13. Influence of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online
search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,
etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed
magazines(Q283), Blogs (Q279) (Several times a week+) General Population, New Zealand, question asked of half the sample.
Percent who use each media source several times a week or more
General
Population
2 of top 3 most-used
sources of news and
information are peer-
influenced media
13
69
64
57
56
38
20
Search
TV
Social
Radio
Newspapers
Magazines

14. NZ 2016
55
52
40
32
26
Industry
Global
2016
Search engines* 63
Traditional media 58
Online-only media** 53
Owned media 46
Social media 44
58
53
44
63
46
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, 25-country global total;
General Population, New Zealand
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting
of digital media than
general population
General
Population
14
Millennials Gap
66 3
58 0
58 5
51 5
51 7

15. 63 64
57
50
48
41
50
39
33
67
64 63
53 52
49 48
44
35
67
64
59
48
54
46
42 41
34
Peers, Experts More Credible than Leaders
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, 27-country global total and New Zealand, question asked of half the sample.
Percent who rate each spokesperson as extremely/very credible
2015 2016
+6
Technical
Expert
A person
like
yourself
Academic
Expert
Financial
Industry
Analyst
CEO Board of
Directors
Employee NGO
representative
A person like
yourself credibility
increased the most
globally
General
Population
Government
official/
regulator
15
NZ
2016
Employees
amongst the most
credible in New
Zealand
Global totals exclude Colombia and New Zealand in 2016.
+8

16. 4 An Opportunity
for Business

17. 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) 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) General
Population and Informed Public, New Zealand
17
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
Informed
Public
General
Population
69
55
57 61
57
47
53
48
54
49 51
56
50
38 41 40
NGOs Business Media Government

18. 40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Financial Services Rebounds Globally
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, 25-country global total; General Population, New Zealand. *From 2012-
2014, Pharma included as subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
18
Industry 2012 2013 2014 2015
Global
2016
5 yr.
Trend
NZ
2016
Technology 76% 73% 75% 73% 74% 2 67%
Food & Beverage 63% 63% 64% 63% 64% 1 64%
Consumer Packaged Goods 57% 60% 61% 60% 61% 4 56%
Telecommunications 58% 60% 61% 59% 60% 2 54%
Automotive 62% 65% 69% 66% 60% 2 56%
Energy 53% 57% 57% 56% 58% 5 53%
Pharmaceutical 54% 54% 55% 54% 53% 1 34%
Financial Services 43% 47% 48% 48% 51% 8 47%
Global totals exclude Colombia and New Zealand in 2016.

19. 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, New Zealand, question asked of half the sample.
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
General
Population
19
77% agree

20. Purpose Impacts Trust
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, New Zealand.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Provides a range of
public services
Fails to contribute
to the greater good
Does not help me and
my family live a fulfilling
life
Provides few/no public
services // Lacks
economic growth
56%
46%
44%
48%
37%
35%
General
Population
20

21. 5 Building Trust in
a Divided World

22. Building Trust
22
Actions
Values
Employee
Advocacy
Engagement
Trust

23. CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the
average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’ (Top 4 Box, Agree); ‘CEOs can
be trusted to create jobs’ (Bot 5 Box, Do not agree)] General Population, New Zealand.
23
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
65%
43%
Job creation
Positive
long-term impact
Not Enough
63%
47%
General
Population

24. Purpose and Profits Matter
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, New
Zealand, question asked of half the sample.
24
Percent who agree that CEOs should be personally visible in discussing…
80%
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
72%
Financial
Results
General
Population

25. Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Societal
Expectations
Vary
25
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
China
U.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
Malaysia
Colombia
Japan
Australia
Russia
S. Korea
Italy
Spain
Indonesia
UAE
S. Africa
India
General
Population
R
I
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
I
New Zealand

26. Integrity 57% 15% 42
Exhibits highly ethical behaviors 58% 14% 44
Takes responsible actions to address an issue or crisis 56% 19% 37
Behaves in a way that is transparent and open 55% 13% 42
Engagement 54% 14% 40
Treats employees well 60% 15% 45
Listens to customer needs and feedback 57% 14% 43
Places customer ahead of profits 51% 12% 39
Communicates frequently and honestly on the state of their company 48% 13% 35
Products 36% 19% 17
Places a premium on offering high quality products or services 40% 19% 21
Is focused on driving innovation and introducing new products/services/ideas 33% 19% 14
Purpose 35% 14% 21
Is dedicated to protecting and improving the environment 41% 13% 28
Ensures that the company creates programs that positively impact the local community in which it operates 36% 15% 21
Ensures that the company addresses society's needs in its everyday business 35% 15% 20
Ensures that the company partners with NGOs, government and third parties to address societal issues 29% 14% 15
Operations 31% 18% 13
Attracts and retains a highly-regarded and widely admired top leadership team 36% 19% 17
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 16% 12% 4
Manages the company in a way that delivers consistent financial returns 40% 22% 18
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 9-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, New Zealand
Importance vs. performance of 16 trust-building leadership attributes
CEO
Importance
CEO
Performance Gap
General
Population
26

27. 65
60
40
48 48 50
54 55 56
57 58 59 59 60 62 62 63 64 64 64
72 73
76 76 77 77 78 79
83 85
89
Global
GDP5
Japan
Russia
France
Sweden
Australia
S.Korea
Poland
U.K.
Italy
HongKong
New
Zealand
Ireland
Germany
Netherlands
Spain
Turkey
Canada
U.S.
S.Africa
Singapore
Malaysia
UAE
Indonesia
Brazil
Argentina
China
India
Colombia
Mexico
50%
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust
each 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.
GDP 5 = U.S., China, Japan, Germany, U.K.
27
Percent who trust the company for which they work
TrustedNot Trusted
General
Population
Global totals exclude Colombia and New Zealand.

28. Employee Advocacy Increases
With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of
the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, New Zealand, question asked of half the sample. 28
Percent who agree with each statement, comparing those who work at
companies involved in addressing broader societal issues vs. those who do
not
General
Population
82
55
52
55
54
69
68
81
Stay working for the company
Recommend company as an employer
Confidence in the future of the company
Motivated to perform
Recommend products and services to
others
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
10
18
16
29
26
29
25
91
86
85
83
81
81
80
Company NOT
engaged in
societal issues
Company
engaged in
societal issues

29. Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about
brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands
with friends and other people like me
Source: 2015 Earned Brand Study of Global Consumers
purchase decisions
at the moment of truth
75%
Build Inspiration %
They give me a sense of community 16
They get me 17
Push Consideration %
They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %
They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peers
influence
29

30. 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
30
Leadership
TRUST

31. Q & A