Edelman Trust Barometer 2016 - Ireland

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  • 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

    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

    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

    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 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

    ba

    l

    GD

    P 5

    U.S

    .

    Fra

    nce

    Bra

    zil

    Ind

    ia

    Ne

    the

    rla

    nd

    s

    Ru

    ssia

    U.K

    .

    Ita

    ly

    Sin

    ga

    po

    re

    Ja

    pa

    n

    Ho

    ng

    Ko

    ng

    Tu

    rke

    y

    Sw

    ede

    n

    Sp

    ain

    Po

    land

    Co

    lom

    bia

    Me

    xic

    o

    Ire

    land

    So

    uth

    Afr

    ica

    UA

    E

    Arg

    en

    tin

    a

    So

    uth

    Ko

    rea

    Ge

    rma

    ny

    Indo

    ne

    sia

    Au

    str

    alia

    Ma

    laysia

    Ca

    na

    da

    Ch

    ina

    19192022262931

    Low-income

    respondents

    High-income

    respondents

  • Opportunity For Business

    3

  • 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

    5148

    4541

    55 53

    4742

    63

    5751

    48

    6763

    5751

    NGOs Business Media Government

    +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

    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, Ireland13

    Percent trust, and percen