#TRUSTBAROMETERNZ - ACUMEN REPUBLIC

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#TRUSTBAROMETERNZ - ACUMEN REPUBLIC
#TrustBarometerNZ

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Winston Peters and Jacinda Ardern/TPPA protest © Stuff Limited
#TRUSTBAROMETERNZ - ACUMEN REPUBLIC
General Online Population                   Informed Public
2018 Edelman
                                                                    7 years in 25+ countries                    10 years in 20+ countries
Trust Barometer                                                     Ages 18+                                    Represents 15% of total global population
                                                                    1,150 respondents per country               500 respondents in U.S. and China; 200 in
Methodology                                                                                                     all other global study countries
                                                                    1,150 respondents in New Zealand
                                                                                                                158 in New Zealand
Online Survey in 28 Countries                                       All slides show general online population
                                                                    data unless otherwise noted
18 years of data                                                                                                Must meet 4 criteria:
33,000+ respondents total                                                                                       Ages 25-64
All fieldwork was conducted between                                                                             College educated

October 28 and November 20, 2017                                                                                In top 25% of household income per age
                                                                                                                group in each country
                                                                                                                Report significant media consumption and
                                                                                                                engagement in business news
Survey in New Zealand
3 years of data
1,000+ respondents each year
                                                                                                                Mass Population
New Zealand fieldwork was conducted in             11th-21st
November, 2017                                                                                                  All population not including informed public
                                                                                                                Represents 85% of total global population
28-country global data margin of error: General population +/-
0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass                                                       1,065 in New Zealand
population +/- 0.6% (26,000+), half-sample global general online
population +/- 0.8 (N=16,100).
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), New Zealand +/- 4.4
(N=1,150).

                                                                                                                                                               2
2017                      2018
                                                                              General Population        General Population                        Trust
Trust Index                                                                                                                                       (60-100)
                                                                              Global               48   Global
A World of                                                               47
                                                                         72   India                74   China
                                                                                                                                                  Neutral
                                                                                                                                                  (50-59)
                                                                                                                                                  Distrust
                                                                         69   Indonesia            71   Indonesia
Distrust                                                                 67
                                                                         60
                                                                              China
                                                                              Singapore
                                                                                                   68
                                                                                                   66
                                                                                                        India
                                                                                                        UAE
                                                                                                                                                  (1-49)

Average trust in institutions,                                           60   UAE                  58   Singapore
                                                                         53   The Netherlands      54   Mexico
general population, 2017 vs. 2018
                                                                         52   Mexico               54   The Netherlands
                                                                         52   U.S.                 53   Malaysia
                                                                         50   Colombia             49   Canada
                                                                         49   Canada               47   Argentina
                                                                         48   Brazil               47   Colombia
                                                                         48   Italy                47   Spain
                                                                         48   Malaysia             46   Turkey               Biggest changes in
Global Trust Index remains at distruster level                           45   Argentina            45   Hong Kong
                                                                         44   Hong Kong            44   New Zealand
                                                                         44   Spain                44   Brazil               U.S.        -9
20 of 28 countries are distrusters, up 1 from 2017                       43   New Zealand          44   S. Korea
                                                                         43   Turkey               43   Italy                China       +7
                                                                         42   Australia            43   U.S.
                                                                         42   S. Africa            41   Germany              S. Korea    +6
                                                                         41   Germany              41   Sweden
                                                                         40   France               40   Australia            UAE         +6
                                                                         40   U.K.                 40   France
                                                                         38   S. Korea             39   Poland               Italy       -5
Source: 2018 Edelman Trust Barometer.                                    37   Sweden               39   U.K.
The Trust Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General population,
                                                                         36   Ireland              38   Ireland
28-country global total, New Zealand General Population (n=1,150).       35   Japan                38   S. Africa            Trust decline in the U.S. is
                                                                         35   Poland               37   Japan                the steepest ever measured
Global totals exclude New Zealand figures.
                                                                         34   Russia               36   Russia                                               3
2017          2018

  New Zealanders have most trust in Government                                                                                                                                  NZ 2017       NZ 2018

  Informed Public’s trust in institutions drops                                                                                                                            −       0      +   Y-to-Y Change

  significantly
                                                    75
                                          67 64                                    65 64 66                                            63
                                                         56                                                                                 57               53 53
                                                                                                    52                       53 53
                                                                                                                                                                     42
                                                                                                                                                                           38

         Informed
           Public                            -3       -19                             -1       -14                              0        -6                    0       -4

                                          53 53 51                                 52 52                                                    51
                                                   48                                        47 47                                 46
                                                                                                                             41 43                           43 43
                                                                                                                                                                     29 31
        General
       Population                             0        -3                             0         0                              +2        +5                    0      +2

                                                  NGOs                                 Business                              Government                            Media

Source: 2018 Edelman Trust Barometer. TRU_INS. 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, 28-country global total, New Zealand General Population (n=1,150).
                                                                                                                                                                                                              4
Each Institution
                                                                                                                                    Business
Plays a Different Role                                                                                                     Protect privacy of information
                                                                                                                                   Foster prosperity
                                                                                                                           Provide job opportunities and
                                                                                                                                   development
With different
mandates on                                                                                       NGOs                                                                            Media
                                                                                      Protect privacy of information                                                           Educate people
which to build                                                                 Be the guardian of fairness and equality                                              Check and balance other institutions
                                                                                        Uphold the Kiwi way of life                                                      Protect privacy of information
trust
                                                                                                                                 Government
                                                                                                                                 Provide infrastructure
                                                                                                                                    Foster prosperity
                                                                                                                              Uphold the Kiwi way of life

Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;
INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert
institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust
Mandates Analysis, please refer to the Technical Appendix.
                                                                                                                                                                                                            5
Media and trust building mandates

                                    6
Uncertainty Over
                                                                                         Can’t recognise                                                  Can’t recognise
Real vs. Fake News                                                                       journalism from rumour                                           respected sources
Percent who agree that they…

                                                                                         64%                                                              53%
                                                                                         The average person does not                                      It is becoming harder to tell if a
                                                                                         know how to tell good journalism                                 piece of news was produced by a
                                                                                         from rumour or falsehoods                                        respected media organisation

                                                                                         Global:                                                          Global:

                                                                                         63%                                                              59%
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, 28-country global total, New Zealand General Population (n=575).
                                                                                                                                                                                               7
Half the population is
disengaged with news
                                                                     54     %           32   %         13     %
                                                                     The Disengaged     Consumers      Amplifiers
                                                                     Consume news       Consume news   Consume news about
Consumption                                                          less than weekly   about weekly   weekly or more AND
                                                                                        or more        share or post content
How frequently do you consume news                                                                     several times a month
produced by major news organisations,                                                                  or more
either at the original source, shared by
others or pushed to you in a feed?

Amplification
How often do you share or forward news
items, or post opinions or other content?

                                                                     50    %
                                                                     The Disengaged
                                                                                        25   %         25     %
                                                                                        Consumers      Amplifiers

Source: 2018 Edelman Trust Barometer. News Engagement
Scale, built from MED_SEG_OFT. How often do you engage in
the following activities related to news and information? Indicate
your answer using the 7-point scale below. General population,
28-country global total. For details on how the News Engagement
Scale was built, please refer to the Technical Appendix.

NB: Numbers for New Zealand do not sum to 100% due to
                                                                                                                               8
rounding
Sceptical About
                                                                                        Attracting
News Organisations                                                                      Large Audiences                                 Breaking News                Politics
Percent who agree that news
organisations are overly focused on …

                                                                                        69%                                             64%                          48%
                                                                                        are more concerned                              sacrifice accuracy to be     support an ideology vs.
                                                                                        with attracting a big                           the first to break a story   informing the public
                                                                                        audience than reporting

                                                                                        Global:                                           Global:                    Global:

                                                                                        66%                                               65%                        59%
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, 28-country global total, New Zealand General Population (n=575).
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Media Seen To Be Undermining Trust Across Institutions
Percent of respondents who feel they are experiencing these consequences as a result of media
not fulfilling its responsibilities

                 Loss of Truth                                                        Loss of Trust                                                        Loss of Trust
                                                                                      in Government Leaders                                                in Business
                 I am not sure what is true                                           I do not know which politicians to trust                             I don't know which companies
                 and what is not                                                                                                                           or brands to trust

                 62%                                                                  42%                                                                  38%
                 59%                                                                  56%                                                                  42%

Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those who
answered codes 1-3 at MED_RSP. General population, 28-country global total, New Zealand General Population (n=365).

                                                                                                                                                                                                          10
PLATFORMS
People see media
as both content
and platforms
                                                                                        PUBLISHERS
                                                                          39%                                         16%
What did you assume was meant by                                        Social                                        Search
the phrase “media in general”?
                                                                                   19%                    95%
                                                                                 Influencers            Journalists

                                                                                               37%
                                                                                               Brands

Source: 2018 Edelman Trust Barometer. TRU_MED. In the above
question, what did you assume was meant by the phrase “media in
general”? General population, 28-country global total, New Zealand
General Population (n=1,150). Social is a net of TRU_MEDr3 and
r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11,
Journalists is a net of r1 and r6, News Apps is r8.                                               News
                                                                                         38%      Apps

                                                                                                                               11
Trust in Journalism Outpaces Trust in Platforms
in New Zealand

     Percent trust in each source for general news

                                                                                                                                                                 +16
     and information, 2012 to 2018
                                                                                                                                                 57

                            46
                                                                                      41                                                                         Journalism
                            41

                                                                                                                                                                 +1
                                                                                      36                                                         37

                                                                                                                                                                 Platforms
          Average trust in traditional          Average trust in search engines
          and online-only media                 and social media platforms

                         2016                                                       2017                                                       2018

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
(Top 4 Box, Trust), question asked of half of the sample. General population, 25-country global total, New Zealand General Population (n=1,150).

Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.                                              12
Who are the most trusted spokespeople?
Percent who rate each spokesperson as very/extremely credible,                                                                                                                         −         0      +    Y-to-Y Change
and change from 2017 to 2018

     70
                            67

                                             54
                                                                48                 47                  47
                                                                                                                           44
                                                                                                                                              41
                                                                                                                                                                  37                       35
                                                                                                                                                                                                                31

  +11                    +9                +11                 +10                 -4                 +4                  +5                 +13                 +10                       +10                N/A

                                                                                                                                                                       Government

                                                                                                                                                                                            Board of
                         Academic expert

                                                                                        yourself
                                            industry analyst

                                                                        NGO

                                                                                                                                               CEO
                                                                                                                           entrepreneur
      Technical expert

                                                   Financial

                                                                                                                                                                                                              personality,
                                                                                                       Employee

                                                                                                                             Successful

                                                                                                                                                                  official/regulator

                                                                                                                                                                                                                     Online

                                                                                                                                                                                                            small following
                                                                                                                                                                                            directors
                                                               representative

                                                                                   A person like

Source: 2018 Edelman Trust Barometer. CRE_PPL. 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, Very/Extremely Credible),
question asked of half of the sample. New Zealand General Population (n=575).
                                                                                                                                                                                                                              13
Support            Mandate
                                                                            Trust-Building Mandates                                                      as a Mandate       Performance
The Mandates:
Media is Failing to                                                         Guard information quality                                                    63%                26%
Meet Expectations
Top six trust-building mandates for
                                                                            Educate people on important issues
                                                                                                                                                         59%                46%
media, and percent who say the
media is performing well or very
well against them
                                                                            Investigate wrongdoing
                                                                                                                                                         57%                44%
                                                                            Ensure people have information they
                                                                            need to make good life decisions                                             51%                40%
                                                                            Protect privacy and personal
                                                                            information                                                                  51%                22%
                                                                            Provide society with entertainment
                                                                                                                                                         42%                61%

Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is
a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the
following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5-
point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New
Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
                                                                                                                                                                                          14
NGOs and Trust Building Mandates

                                   15
Support           Mandate
                                                                          Trust-Building Mandates                                                    as a Mandate      Performance
NGOs have
                                                                         Protect people’s privacy and
potential to step up                                                     personal information                                                        48%               34%
                                                                         Ensure even the poorest have
                                                                         the minimum they need                                                       46%               27%
                                                                         Work to ensure everyone has an
                                                                         equal opportunity to succeed                                                44%               34%
Top six trust-building mandates
for NGOs, and percent who
say NGOs are performing well
                                                                         Be the champion of the ordinary
                                                                         person                                                                      44%               34%
or very well against them
                                                                         Ensure people have information they
                                                                         need to make good life decisions                                            41%               39%
                                                                         Improve and advance our quality
                                                                         of life                                                                     41%               34%

Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is
a list of potential expectations or responsibilities that a social institution might have. Thinking about NGOs in general, how would you characterize each using the
following three-point scale. INS_PER_MED. How well do you feel NGOs are currently meeting this obligation to society? Please indicate your answer using the 5-
point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New
Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
                                                                                                                                                                                     16
Government and Trust Building Mandates

                                         17
Government – the Path to a Better Future in New Zealand?
Which institution is most likely to lead to a better future?

Government                                                                                                         Government
                                                   Business 18%                                                                                       Business 23%

45%                                                 NGOs 13%

                                                    Media 2%                                                       30%                                NGOs 19%

                                                                                                                                                      Media 6%

These figures exclude the “don’t knows”, hence does not add to 100

Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each
of the following statements? General population, 28-country global total and Australia.

                                                                                                                                                                     18
Support            Mandate
                                                                          Trust-Building Mandates                                                     as a Mandate       Performance
Government trusted,                                                       Build schools, roads, hospital
but has work to do                                                        and other infrastructure                                                    80%                45%

Six four trust-building mandates for
                                                                          Drive the economic prosperity
                                                                          of our country                                                              76%                41%
government, and percent who say
the government is performing well
or very well against them
                                                                          Ensure even the poorest have
                                                                          the minimum they need                                                       68%                31%
                                                                          Investigate wrongdoing
                                                                                                                                                      61%                38%
                                                                          Ensure future generations
                                                                          are provided for                                                            58%                29%
                                                                          Work to ensure everyone has
                                                                          an equal opportunity to succeed                                             55%                32%

Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is
a list of potential expectations or responsibilities that a social institution might have. Thinking about government in general, how would you characterize each using
the following three-point scale. INS_PER_MED. How well do you feel government are currently meeting this obligation to society? Please indicate your answer using
the 5-point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.
New Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
                                                                                                                                                                                       19
Business and Trust Building Mandates

                                       20
Business Must
Show Commitment
to Long-Term
Percent who agree that …

                                                                                      44%                                                          59%
                                                                                      Companies that only think                                    CEOs are driven more by greed
                                                                                      about themselves and their                                   than a desire to make a positive
                                                                                      profits are bound to fail                                    difference in the world

                                                                                      Global:                                                      Global:

                                                                                      56%                                                          60%
Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,
Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?
(Top4 Box, Agree), question asked of half of the sample. General population, 28-country global total, New Zealand General Population (n=575).
                                                                                                                                                                                      21
Support                  Mandate
                                                                           Trust-Building Mandates                                                as a Mandate             Performance
Business needs
                                                                           Protect people’s privacy and
to act on wider                                                            personal information                                                   63%                      42%
societal issues
Six trust-building mandates for
                                                                           Keep people safe from physical
                                                                           harm                                                                   48%                      47%
business, and percent who say
business is performing well or
very well against them
                                                                           Drive the economic prosperity
                                                                           of our country                                                         47%                      50%
                                                                           Ensure workers have necessary
                                                                           skills to be competitive in the
                                                                           global market                                                          47%                      36%
                                                                           Ensure there are plenty of
                                                                           available job opportunities                                            43%                      28%
                                                                           Foster an environment where
                                                                           innovation can thrive                                                  43%                      42%

Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is
a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the
following three-point scale. INS_PER_MED. How well do you feel business are currently meeting this obligation to society? Please indicate your answer using the 5-
point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New
Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
                                                                                                                                                                                         22
Business Is Expected to Lead
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO

Percent who say that CEOs                                                                  For CEOs, reflecting company values is job one
should take the lead on change
rather than waiting for                                                                    Ensure their company is trusted                               74

government to impose it
                                                                                           Business decisions reflect
                                                                                                                                                         74
                                                                                           company values

60%
                                                                                           Their products and services                                  72
                                                                                           are high quality

                                                                                           Set high ethical standards                                   70

Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4
Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking
about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterise each using the following
three-point scale? (Most important responsibility, code 3), question asked of half of the sample. New Zealand General Population (n=575).
                                                                                                                                                              23
Conclusion
                                                                                                                                      Business
                                                                                                                              Protect privacy of information
 1. Each Institution Plays                                                                                                          Keeping people safe

    a Different Role                                                                                                                  Foster prosperity

 2. Each has different
    mandates on which                                                                               NGOs                                                                     Media
                                                                                        Protect privacy of information                                                Guard information quality
    to build trust                                                                 Ensuring poorest have the minimum                                                      Educate people
                                                                                               they need                                                              Investigate wrongdoing
 3. The Battle for Truth                                                                 Ensuring everyone has the
                                                                                          opportunity to succeed
    affects all
                                                                                                                                   Government
                                                                                                                                      Build infrastructure
                                                                                                                                Foster economic prosperity
                                                                                                                   Ensuring poorest have the minimum they need

Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;
INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more
details on the Trust Mandates Analysis, please refer to the Technical Appendix.
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