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#TrustBarometerNZ
1
Winston Peters and Jacinda Ardern/TPPA protest © Stuff Limited
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).
22017 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 32017 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).
4Each 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.
5Media and trust building mandates
6Uncertainty 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).
7Half 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
roundingSceptical 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).
9Media 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).
10PLATFORMS
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
11Trust 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. 12Who 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).
13Support 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.
14NGOs and Trust Building Mandates
15Support 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.
16Government and Trust Building Mandates
17Government – 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.
18Support 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.
19Business and Trust Building Mandates
20Business 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).
21Support 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.
22Business 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).
23Conclusion
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.
2425 Winston Peters and Jacinda Ardern/TPPA protest © Stuff Limited
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