1) Trust in Australian government and business has increased from previous years of turmoil, with over half of Australians now trusting government and CEOs seen as credible spokespeople. 2) While government faced criticism last year, trust is back to 2009 levels, and trust in CEOs jumped considerably from 2009 when they were least credible. 3) Australians support regulation to ensure ethical business behavior as transparency and honesty are key attributes, though they are looking online first for company information.

1. Australia: Credibility of CEOs and trust in business and
government strengthens despite a year of corporate and
political turmoil.
Australian’s trust in government and Figure 14: In a reversal of last year’s sharp declines,
business has reached heights similar to Australian’s trust in institutions has stabilised
the days before the Global Financial Crisis.
How much do you trust [Institution] to do what is right?
While government underwent fierce
70
criticism and reform last year, more than
half (52%) of Australia’s opinion influencers 65
trust government to do what is right. This 60
represents an increase of eleven 56
55 54
percentage points, bringing trust in 51 52
50
government back to 2009 benchmark
47
levels. 43
40
41
The credibility of CEOs jumped 35
32
considerably in 2011. CEOs now rank 30
amongst the most credible spokespeople 30
in Australia, a striking rise from two years
20
ago when they were at the bottom of the
2009 2010 2011
rankings. Half (49%) of opinion influencers
Business Government NGOs Media
now say CEOs are credible spokespeople,
a 30 percentage point increase over 2009. Informed Publics (25-64) in Australia
The return trust in CEOs coincides with the
continuing health of the Australian
economy and general mood of business Figure 15: In Australia there is a search for authority and
confidence. expertise
How important are these factors to reputation?
CEOs are now seen as trustworthy
spokespeople. However, engaging An academic or expert 69%
credible experts from either within the Technical expert within the company 67%
company, or from third parties such as
A financial or industry analyst 50%
academics, analysts, NGOs or government
officials, strengthens trust. CEO 49%
Government official 48%
However, despite a steadily growing trust NGO representative 44%
in business (43% in 2009; 47% in 2010;
Regular employee 34%
54% in 2011), 73 percent of Australian
opinion influencers support government Person like yourself 31%
regulation of corporate activity to ensure
Informed Publics (25-64) in Australia
business is behaving ethically and
responsibly.
2011 EDELMAN TRUST BAROMETER

2. Ensuring ethical behaviour is a clear Figure 16: Transparency and honesty key reputation
necessity for Australian companies as attributes
transparency and honesty topped the list
of reputation attributes. Price also matters: How important are these factors to corporate reputation?
Australians are looking for companies to
64%
price brands fairly and competitively, an Transparent and honest business practices
important attribute for trust and reputation, 63%
High quality products or services
up 17 percentage points since 2010.
60%
Company I can trust
Australians are using search engines first 57%
Treats employees well
when sourcing information about an
55%
organisation, followed by online news Prices fairly
outlets. Company websites are now also 51%
Communicates frequently
seen as an important information source,
46%
ranking third. Although Australians are Good corporate citizen
going online first for information, they view 33%
Widely admired leadership
traditional media sources such as business
31%
magazines (27%), newspapers (23%) and Financial returns
radio (23%), as the most trusted sources 30%
Innovator
of information about a company.
Australians say they need to be exposed Informed Publics (25-64) in Australia
to something about a specific company
three to five times in order to believe that Figure 17: Online search is the ‘go to’ source, but traditional
the information is true. media most trusted
Where do you generally go first for news about a company?
Trust in most industries is up globally,
including in Australia. Technology remains
in top spot for the third straight year. Online search engine 35%
Australians distrust financial services,
Online news sources 22%
banks and media.
Company website 16%
Telecommunications, which ranks as the Print
11%
third most trusted industry globally (68%), (newspapers/magazines)
is not as well regarded in Australia, landing Friends and family 7%
at number 12 of 16 industries on the
ranking, at 38%. Broadcast (radio/TV) 5%
Social media 4%
Informed Publics (25-64) in Australia
2011 EDELMAN TRUST BAROMETER