Irish Results of the 2012 Edelman Trust Barometer

2012
EDELMAN TRUST BAROMETER
IRELAND RESULTS

1 © Edelman, 2012. All rights reserved.

Overview

 Global and Irish Overview
 Trust in Key Institutions
- Government
- Business
- Media
- NGOs
 Earning trust – the path forward


2012 Edelman Trust Barometer – EMEA Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64

Twelfth annual study
Indicates Global Data
Online survey in 25 countries
Indicates European
30,000+ respondents
Union Region Data

1,000 general population respondents per country
Ages 18+
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
 (Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in
each country
Report significant media consumption and
engagement in business news and public policy

EMEA select countries:
UK, Germany, France, Italy, Spain, Netherlands, Sweden,
Ireland, Poland, Russia** and UAE**

* This year Informed Publics were surveyed via online methodology instead of telephone
** Note: Russia and UAE are not included in the European Union Region total


Edelman Trust Barometer in retrospect

2011 Rise of authority figures

2010 Trust is now an essential line of business

2009 Business must partner with government to regain trust

2008 Young influencers have more trust in business

2007 Business more trusted than government and media

2006 “A person like me” emerges as credible spokesperson

2005 Trust shifts from “authorities” to peers

2004 U.S. companies in Europe suffer trust discount

2003 Earned media more credible than advertising

2002 Fall of the celebrity CEO

2001 Rising Influence of NGOs


Globally, trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS

2011
Informed Public 56%
2012 52% 53%
Informed Public
2012
47%
General Public 43%
38%

Government Business

61%
58%
49% 52%
50%
46%

Media NGOs

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 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 Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total


Distrust is growing; nearly twice as many countries are now skeptics
Majority of EMEA countries are “Distrusters” in 2012

2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 TRUSTERS
India 65
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Argentina 62 Canada 58
India 56 Italy 56
Italy 56 Argentina 54 NEUTRAL
Canada 55 Australia 53
South Korea 53 < Brazil 51
Sweden 52 Sweden 49
Japan 51 > U.S. 49
Australia 51 South Korea 44
Spain 51 > Poland 44
France 50 > U.K. 41
Poland 49 Ireland 41 DISTRUSTERS
Germany 44 < France 40
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 23 countries


In Ireland, trust in government rises 2011 to 2012, other institutions same
TRUST IN INSTITUTIONS - IRELAND

2011
Informed Public
2012
Informed Public
2012
General Public
46%
43%
35% 36%

23%
20%

Government Business

53% 53%

41%
38%
35% 35%

Media
NGOs

not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes
Russia)


Ireland: Trust in government improves – globally, majority still distrust
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public

Trust Trust Steady Trust
88% 88%
85%

78%
75% 75%

64%
62% 61%
56%
52% 53% 52% 52% 51%
50% 49%
47%
44% 45%
43% 43% 43% 42% 42% 43%
40%
38% 39%
35%
33% 33% 35%
31% 31% 32%
28%
26% 25%
20% 20%

Q11-14. [Government in General 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 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 Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Ireland: Almost 70% do not trust government leaders to tell the truth
Business
Leaders
Government
Leaders

% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%

60%

51% 53%
50% 48%
50% 51% 50%

46% 47% 46% 46%
44% 43% 43%
42%
40% 40%
38%
36% 34% 36% 34% 34%

29%
27%
26%
23% 24%

17%

13% 14%
10% 10% 11%

Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries


Government a long way from meeting public’s expectations in Ireland
GOVERNMENT IMPORTANCE VS. PEFORMANCE – IRELAND

Government
Importance
Government
Performance
Gap
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 77% -65
COUNTRY 12%

77% -66
COMMUNICATES FREQUENTLY AND HONESTLY
11%

76% -66
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
10%

73% -62
HAS TRANSPARENT AND OPEN PRACTICES
11%

PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 65% -51
EMPLOYMENT OPPORTUNITIES 14%

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 62% -52
LOCAL COMMUNITIES 10%

59% -47
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
12%

PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 43%
ADDRESS SOCIETAL ISSUES -34
9%

Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust'
and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in Ireland; 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 where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2
Box , Performing Very/Extremely Well) General Population in Ireland


+18 adults

In S&P downgrade countries, trust in
TRUST IN INSTITUTIONS government and business drops sharply
2011
Informed Public
Government Business
2012
Informed Public
2012 55%
General Public
46%
41%
37%

27% 25%
Downgrade countries
(France, Italy, Spain)

+18 +18
+18 +18

Government Business

54%
43% 42%
45%
40%
32%

Non downgrade countries
(UK, Germany, Netherlands, Ireland)
+18 +18

not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in downgrade (France, Italy, Spain) and non
downgrade countries (UK, Germany, Netherlands, Ireland)


+18 adults
+18 adults

S&P downgrade countries more likely to consider that things are going in
the wrong track in their respective country

48%
42%
34%
Right Track 27% 25% 25%
18% 17% 12%

40%
Wrong Track 47%
59%
64% 65% 68%
73% 78% 81%

Sweden Poland Ireland Germany Netherlands UK France Italy Spain

Non downgrade countries Downgrade countries

Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track?
General Population in downgrade (France, Italy, Spain) and non downgrade countries (UK, Germany, Netherlands, Ireland)


Ireland: Marginal fall in Trust in Business
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public


81% 81%
78%
77%
74%
71% 70% 69%
67%
64% 65% 63%
61% 62%
56% 56% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
48%
50% 46% 46% 46% 47%
44% 43% 44%
41% 41%
38%
34% 32%
28%

Q11-14. [Business in General 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
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 Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


In the European Union, business not meeting public’s expectations
EUROPEAN UNION REGION Gap
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 64% -37
Business 27%
Importance
Company OFFERS HIGH QUALITY PRODUCTS OR SERVICES 64% -22
Performance 42%

TREATS EMPLOYEES WELL 64% -44
20%

PLACES CUSTOMERS AHEAD OF PROFITS 61% -42
19%
59% -39
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
20%

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 57% -37
20%
57% -36
HAS ETHICAL BUSINESS PRACTICES
21%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 53% -34
BUSINESS 19%

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 52% -31
21%
45% -23
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
22%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 45% -26
IN WHICH THE COMPANY OPERATES 19%
41% -8
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
33%

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 34% -16 Closing the
18% gap on
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 33% -20 expectations
SOCIETAL ISSUES 13%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 31%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 21% -10

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 29%
16% -13

Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in the European Union Region (excludes
Russia) (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
where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in the
European Union Region (excludes Russia)


Top three most trusted industries consistent from 2011 to 2012, while
media, banks and financial services stay at bottom
TRUST IN INDUSTRIES – IRELAND

2011 2012
Technology 75% Technology 74%

Food and beverage 64% Food and beverage 60%

Automotive 61% Automotive 55%

Energy 54% Brewing and spirits 55%

Telecommunications 54% Telecommunications 53%

Consumer packaged goods 53% Consumer packaged goods 52%

Pharmaceuticals 51% Pharmaceuticals 51%

Brewing and spirits 50% Energy 49%

Media 39% Media 34%

Financial services 16% Financial services 18%

Banks 6% Banks 17% + 11

Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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 publics ages 25-64 in Ireland


Ireland: banks at lowest trust for 2 years; French trust in banks falls
dramatically
TRUST IN BANKS
U.K.
France
Germany
Italy
Ireland

100%

90%

80%

70%

60%
51%
50% 47%
43%
43% 39%
40% 41% 35%
42%
34% 31% 27%
30% 35% 27%
23% 23% 25%
27% 23%
29% 23% 22%
20% 26% 21%
22%
21% 18%
10% 17%
14%
9%
6%
0%
2007 2008 2009 2010 2011 2012

Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-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 publics ages 35-64 in France,
Germany, Italy, Russia and the U.K.


High demand for business regulation despite lack of trust in government

% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%

70%
68%
64%

58%
54% 54% 53%
51%
50% 49%
48% 48%

40%
40%
38% 36% 35% 34%
30% 30%

Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries


Calls for greater protection and responsible behavior
WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS?
IRELAND

34%
REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly

Business
26% can address
PROTECT CONSUMERS from irresponsible business practices on its own

26%
BUILD INFRASTRUCTURE that promotes and facilitates business opportunities

11%
Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries

3%
GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis

1%
Government SHOULD NOT PLAY A ROLE in business

Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, EMEA– 34%)
• Unethical business practices (Global - 28%, EMEA - 22%)
• Shortcuts that lead to poor quality (Global - 21%, EMEA -17%)
Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Ireland

CEO credibility low across EU, big decline in France
CEO CREDIBILITY
U.K.
France
Germany
Italy
Ireland

100%

90%

80%

70%

60%

50%
45%
40% 33% 35% 35%
34% 33% 33% 31% 32%
29% 29% 35%
27% 31% 27%
30% 26% 26%
28% 27% 21% 25% 26%
23% 22% 20% 23%
23% 19% 25% 25%
20% 21% 20%
23% 16% 19% 19% 21% 18%
21%
17% 13%
10% 14%
13%
0%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Q119-126. [A CEO of a company 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 35-64 in France, Germany, Italy, Russia and the U.K.


Trust in Media and Spokespeople

Globally: Media only institution to see trust rise – although slight fall
in Ireland
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public


86%

80% 79% 80%

72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%

N/A N/A

Q11-14. [Media in General 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 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 Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


Ireland: Traditional sources and online search engines most trusted
TRUST IN INFORMATION SOURCES – IRELAND
2011
Informed Public
2012
Informed Public

+ 15
41% + 12
32%
26% +7
20%
+9
14% 15%

8%
5%

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 Ireland


Credibility of person like yourself and regular employees surges in Ireland
CREDIBLE SPOKESPEOPLE – IRELAND

2011 2012
Academic or expert 67% Academic or expert 76% + 9

Technical expert in the company 56% A person like yourself 69% + 23

NGO representative 55% Technical expert in the company 59%

Financial or industry analyst 47% NGO representative 55%

A person like yourself 46% Regular employee 54% + 19

CEO 35% Financial or industry analyst 46%

Regular employee 35% CEO 37%

Government official or regulator 31% Government official or regulator 25%

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 Ireland


Despite falls globally NGOs still most trusted institution
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public


85%

79% 80%
78%
74%
72% 72% 72%
70%
67% 66% 66%
65%65%
63%
61% 61% 60% 60%
58% 58% 58% 59%
55%
55% 56% 55%
54% 53% 53% 53%
51% 51% 51%
50% 48% 49%

42%
41%

28% 30%

N/A N/A

Q11-14. [Non-governmental organizations (NGOs) 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 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 Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries


+18 adults

High level of importance for solving social and environmental problems

% WHO THINK IT IS IMPORTANT FOR A COMPANY TO BE INVOLVED IN SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS IN THEIR COUNTRY

86%

76% 76% 76% 76% 76% 74% 74% 72%

61%

Italy Sweden Russia Germany Netherlands France Ireland Spain UK Poland

Q128. & 129. How important is it for companies to take each of the following actions? Please use a nine-point scale where one means that it is 'not at all important' for a company to
take that action and nine means it is 'extremely important' for a company to take that action. (Top 4 Box) General Population in Europe

Business: from business competence to social purpose and engagement
a path to greater trust

PUBLIC ENGAGEMENT
Places customers ahead of profits

Takes actions to address issue or crisis

Treats employees well

Has ethical business practices

Communicates frequently and honestly

Partners with third parties

BUSINESS COMPETENCE
SOCIAL PURPOSE
Listens to customer needs and feedback
Has transparent and open business
High quality products or services
Works to protect/improve environment
Highly regarded, top leadership
Addresses society's needs
Innovator of new products
Positively impacts the local community
Delivers consistent financial returns

Ranks on a global list

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 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 in the U.K.; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in the U.K. (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population


Earn License to Lead

Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business


Trust protects reputation

Ireland (2011)

When an organisation is distrusted When an organisation is trusted

55% will believe
negative information
after hearing it 1-2 times
40%
will believe
positive information
will believe positive 21% after hearing it 1-2 times
information after
9% hearing it 1-2 times
will believe negative information
after hearing it 1-2 times


Scepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – IRELAND

Ten or more times
Once (1), 3%
(10+), 11%

Six to Nine times (6- Twice (2), 18%
9), 3%

Three times (3), 36%

Four or Five times (4 -
5), 28%
Three to Five times
64%

Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Ireland


Through personal action, trust has tangible benefits

Actions Taken Over Past 12 Months – Ireland (2010)

Distrusted Companies
_+ Trusted Companies

81% 93%

Refused to buy products/services Chose to buy products/services

79% 77%

Criticized them to a friend/colleague Recommended them to a friend/colleague

69%
Paid more for products/services

29% 34%
Shared negative opinions online Shared positive opinions online

12% 14%
Sold shares Bought shares


Key take outs

Government has a trust deficit but a high expectation for
regulation

Business must earn license to lead, not just operate

Loss of trust among authority figures requires new model
of engagement to build reputation

Trust is a protective agent and leads to tangible benefits;
lack of trust is barrier to change


If you would like any further information
or data specific to your industry, please contact:
Laura Fahey on 01 678 9 333.
To view previous Trust findings please visit
www.edelman.ie


Irish Results of the 2012 Edelman Trust Barometer

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Editor's Notes