AUSTRALIA: 2012 Edelman Trust Barometer Presentation

I AUSTRALIA

#EdelTrust2012
© Edelman, 2012. All Rights Reserved.

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

GOVERNMENT
IN GLOBAL
TRUST DECLINE

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.

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+

THE
EXPECTATION
GAP

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


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


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

AUSSIES
TRUST THEIR
MATES

+31%
PERSON
LIKE ME
62%
CEO
41%

- 8%


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

ALL
MEDIA
MATTERS

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.

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.

LICENSE
TO LEAD

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

AUSTRALIA: 2012 Edelman Trust Barometer Presentation

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AUSTRALIA: 2012 Edelman Trust Barometer Presentation