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Edelman Trust Barometer 2009 Irish Results
- 1. Ireland 2009 Edelman Trust Barometer
- 3. What a difference a year-and-a-half makes January 19, 2009 May 14, 2007
- 5. Trust in Business, Media, and Government is half empty
- 6. Business
- 7. The Trust Divide – Emerging vs. Established Economies Trust in business <50% Trust in business >50%
- 8. In U.S., trust in business at lowest level, including post-Enron Enron, the dot-com bust and September 11 77% of Americans trust business less today than they did a year ago US joins Europe 20 point drop
- 10. Companies headquartered in Sweden, Germany and Canada remain most trusted; companies in China and Russia trusted the least
- 11. In Ireland, trust in most industries remained steady
- 12. Government
- 13. Government fares no better
- 15. By 3:1 margin globally and 4:1 margin for Ireland, publics agree that government should impose stricter regulations and greater control over business across all industries
- 16. Three Global Issues: Who Is Responsible for Causing and Solving? Global Warming Energy Costs Financial Credit Crisis
- 19. Business has lost the ability to lead unilaterally Must partner with others to solve global issues
- 21. Expertise and peer conversations drives credibility of information sources Traditional Corporate Digital 47% 40% 44% 38% 36% 34% 40% 27% 24% 26% 13% 35% 27% 16% 15% 19%
- 22. Ireland trust in traditional information sources wanes
- 23. Ireland trust in corporate information channels low Most trusted corporate information source is employees
- 24. CEO credibility hits new low globally
- 25. Spokesperson credibility remains mostly stable in Ireland Academics or experts most credible *asked as “an academic” in 2008 - 10 +20
- 26. Publics Need To Hear Information Regarding A Company Or Brand Multiple Times Through Multiple Channels & Voices 61% 3-5 times total
- 27. Through personal action, trust has tangible benefits Chose to buy their products/services Refused to buy their products/services Recommended them to a friend or colleague Criticized them to a friend or colleague Paid a premium for their products/services Bought shares Sold shares Shared positive company opinions/experiences online Shared negative company opinions/experiences online + - Actions taken with trusted and distrusted companies
- 28. Public Engagement: a strategy for changing operations and communication Shared Sacrifice Continuous Conversation Private Sector Diplomacy Mutual Social Responsibility
- 31. 2009 Edelman Trust Barometer