1、IPSOS GLOBAL TRUSTWORTHINESS MONITOR STABILITY IN AN UNSTABLE WORLDContentsContents03.ForewordCarl Phillips11.A global perspective:all is not lostAlex Russell20.The relationship between trust and regulationSally Braidwood29.Trust in government:crumbs of comfortGideon Skinner37.Trust in professions:a

2、 return to the pandemic status quo ante Michael Clemence45.Trust in business leadershipMatthew Painter 53.Trust across the generations:different but the sameCarl Phillips and Miles Grinyer2Ipsos Global Trustworthiness Index3Foreword Trust in 2022Reading between the headlines It would be an understat

3、ement to say that 2022 was an interesting year.When we wrote the last Global Trustworthiness report,the COVID-19 pandemic was the top concern for the public in our What Worries the World survey.But,at the time of writing this report,just over one in ten(11%)choose it as an issue affecting their coun

4、try.So as the pandemic has faded from the forefront of our minds,we have discovered many new things to alarm and worry us;a burgeoning global financial and cost of living crisis,a slumping economy,the war in Ukraine,political upheavals in leadership changes in several large and geo-politically influ

5、ential countries,all of which have added to a sense of worldwide instability and uncertainty.Collins Dictionary has chosen permacrisis as its word of the year,defined as“an extended period of instability and insecurity”.Given the way trust in institutions and brands has traditionally been seen over

6、the years,we might expect this to be the point where we reveal that global trust has taken another turn for the worse and,if the trend continues,then the foundations of society will start to crumble.The sort of decline Ipsos Global Trustworthiness MonitorTrust in 2022:reading between the headlinesPh

7、armaceuticalTechnology Food&DrinksRetailBankingFinancial servicesEnergyConsumer packaged goodsOil&GasThe GovermentSocial media companies 34333331292828282322 2227222119303029233745 38Trustworthy(%)Untrustworthy(%)Q:Please look at this list of different types of organisations and institutions.In gene

8、ral,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017 online interviews across 21 countries c.500-1000 onlineinterviews per country aged 16/18-74,August 26-September 9 2022.vs.2021vs.2021+30n/an/a+1n/an/an/a+1+2+60+3n

9、/an/a-2n/an/an/a+4-4-3Statistically significant difference since 2021Global trustworthiness(%)by sectorIpsos Global Trustworthiness Monitorand fall of faith in civic structures that Edward Gibbon attributed to the end of the Roman Empire.This has been the narrative that the Ipsos Global Trustworthin

10、ess Monitor has been warning against since it was first envisioned in 2018 and when we launched our first report in 2019;Trust:The Truth.To reiterate our review of the available evidence;there is no evidence that there has been a widespread decline in the level of trust that the public around the wo

11、rld has in the core institutions or industry sectors that shape everyday life.This has been what the evidence says,both over the last few years and looking further back,and we hope that our contribution to the wider debate has begun to change the way in which the trust debate is discussed.Certainly,

12、the data from this year is reason to be optimistic trust across the world appears to be on a slow but steady rise for nearly all the sectors and institutions we measure.Given that levels of trust in most sectors is poor,as has always been the case,and some are seen as more untrustworthy than trustwo

13、rthy,this may give some sectors hope that things might change in their favour over the long term.In the short term however,the headline finding is that the pharmaceutical sector,still riding high in public opinion for its work during the pandemic,has taken the top spot from the technology sector,but

14、 the more fascinating changes are at the other end of the spectrum.4Trust in 2022:reading between the headlinesFood&Drinks33%Pharmaceuticals34%Retail31%Banking29%Energy28%Financial services28%Oil&Gas23%Social media companies22%The Government22%Technology companies33%20222020202120196040503020100Cons

15、umer packaged goods28%Q:Please look at this list of different types of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor Global:Global Country Average of 16017-17500 online interviewsacross 21 countries c.500-1000

16、online interviews per country aged 16/18-74,2019-2022.Global sector trustworthiness(%)over timeAs the pandemic has faded from the forefront of our minds,we have discovered many new things to alarm and worry us5Ipsos Global Trustworthiness MonitorTrust in 2022:reading between the headlinesGovernment

17、and social media,while still being far“in the red”when it comes to net trustworthiness globally,have made significant improvements over the last twelve months.In the case of the Government,this is the fourth year of incremental gain.This is likely down to the pandemic to varying levels of success,it

18、 was national governments that tried to safeguard the public from the worst effects of the disease and parts of the public are grateful as a result.While the social media sector can lay claim to playing a role in keeping us entertained during the lockdown,the lack of change between 2020 and 2021 wou

19、ld seem to indicate that had little effect on sector trustworthiness.From wider,client-facing work Ipsos has done,a contributory factor here may well be that it was during the pandemic that the sector took firm and decisive action on misinformation and fake news,albeit COVID-19 specific,for the firs

20、t time.Action that was widely seen in a positive light.Certainly,the social media sectors performance across the drivers of trustworthiness has improved as well,perhaps indicating a softening of the publics deeply held distrust of the sector.The one exception to the positive story is the technology

21、sector.As recently as 2019 the tech sector was seen,by a distance as the most trustworthy sector in our research,but since then the sector has been on a gradual decline and this year slipped to second place in the rankings,behind the pharmaceutical sector.6Ipsos Global Trustworthiness MonitorTrust i

22、n 2022:reading between the headlinesIpsos Global Trustworthiness IndexThe bedrock trust that the worlds population has in Government and the major industry sectors of the world is still improving slowlyIpsos Global Trustworthiness MonitorTrust in 2022:reading between the headlines7Ipsos Global Trust

23、worthiness MonitorThis decline in overall trustworthiness does not appear to have a specific cause in fact,the sector still performs very strongly and has even improved on the key drivers of trust but seems to represent more the“reining in”of tech back towards a sector norm as the gloss and mystique

24、 has begun to tarnish in recent years.Overall,our key finding this time is that,despite a year of negative news,political uncertainty,and economic woe,the bedrock trust that the worlds population has in Government and the major industry sectors of the world is still improving slowly,in most cases.Th

25、ere has been no seismic change some 8sectors are seen as trustworthy,many are not.But so far,the publics judgment either way is yet to be affected by the momentous events of the year.Trust in 2022:reading between the headlinesCarl Phillips Director,Ipsos Corporate R9Ipsos Global Trustworthiness Inde

26、xIpsos Global Trustworthiness MonitorMethodology9Methodology:Ipsos Global Trustworthiness MonitorThese are the findings of an Ipsos online survey conducted between 26 August 9 September 2022The survey was conducted in 21 markets around the world,via the Ipsos Online Panel system in Argentina,Austral

27、ia,Belgium,Brazil,Canada,China,France,Germany,Great Britain,Hungary,India,Italy,Japan,Poland,Saudi Arabia,South Africa,South Korea,Spain,Sweden,Turkey,and the United States.The results comprise an international sample of 16,017 adults aged 16-74 in most countries and aged 18-74 in Canada,South Afric

28、a,Turkey and the United States.Approximately 1,000 individuals participated on a country by country basis via the Ipsos Online Panel,with the exception of Argentina,Hungary,India,Poland,Saudi Arabia,South Africa,South Korea,Sweden and Turkey,where each have a sample of approximately 500.The samples

29、in Argentina,Australia,Belgium,Canada,France,Germany,Great Britain,Hungary,Italy,Japan,Poland,South Korea,Spain,Sweden,and United States can be taken as representative of their general adult population under the age of 75.The samples in other countries(Brazil,China,India,Saudi Arabia,South Africa an

30、d Turkey)produce a national sample that is more urban and educated,and with higher incomes than their fellow citizens.The survey results for these countries should be viewed as reflecting the views of the more“connected”segment of their population.Weighting was then employed to balance demographics

31、and ensure that the samples composition reflects that of the adult population according to the most recent country census data.The“Global Country Average”reflects the average results for all 21 countries where the survey was conducted.10Ipsos Global Trustworthiness IndexIpsos Global Trustworthiness

32、Monitor10MethodologyIt has not been adjusted to the population size of each country and is not intended to suggest a total result.Where results do not sum to 100 or the difference appears to be plus or minus one point more or less than the actual,this may be due to rounding,multiple responses,or the

33、 exclusion of“dont know”or not stated responses.The precision of Ipsos online polls is calculated using a credibility interval with a poll of 1,000 accurate to plus or minus 3.5 percentage points and of 500 accurate to plus or minus 5.0 percentage points.For more information on the use of credibilit

34、y intervals,please visit the Ipsos website.The publication of these findings abides by local rules and regulations.Ipsos Global Trustworthiness Index1111Ipsos Global Trustworthiness MonitorA GLOBAL PERSPECTIVE:ALL IS NOT LOST A global perspective:all is not lost Ipsos Global Trustworthiness Monitor“

35、When the facts change,I change my mind.What do you do,sir?”A quote attributed to both Winston Churchill and John Maynard Keynes,and applicable to many things,but not in the case of the direction of trust in global industries.Because,as seen in this reports introduction,it is the view of the Ipsos Gl

36、obal Trustworthiness Monitor that the facts havent changed,so neither should our minds,and that trust continues to be on the rise for almost all sectors and institutions measured this year a strong assertion given claims that trust is in crisis.Broken down,there is regional consistency in rankings w

37、hen it comes to our global data,with pharmaceuticals and food&drink at the top as the most trustworthy sectors,the government and social media companies at the bottom.There is one sector that is noteworthy for its variation however;tech.Unlike other sectors measured,the trustworthiness of technology

38、 companies globally has declined four percentage points since 2019.This has resulted in moving from a twelve-point lead as the most trustworthy sector,to losing its position at the top entirely.While other sectors and institutions have shown a continued growth in trustworthiness,the tech sector sees

39、 the opposite.12A global perspective:all is not lostIpsos Global Trustworthiness IndexTrust continues to be on the rise for almost all sectors and institutions measured this year a strong assertion given claims that trust is in crisis13A global perspective:all is not lostIpsos Global Trustworthiness

40、 MonitorIpsos Global Trustworthiness MonitorWhat is driving trust?Before diving into the detail,its useful to understand whats important for the public when deciding whether an organisation is trustworthy.The leading themes and corporate behaviours remain the same as they have done for previous year

41、s,at both a global and regional level.Reliability,transparency,and behaving responsibly;stick to these and a sector or institution gives itself a good foundation to be trustworthy,which Ipsos views as the anticipation of persistently positive behaviour.What do these behaviours mean for businesses an

42、d organisations though?Reliability is straight-forward and clear;products and services that are of good quality;and stated actions and promises are met.A global perspective:all is not lost14Global trust drivers by importanceReliable/keeps its promisesOpen and transparentBehaves responsiblyGood value

43、 for priceEnvironmentally sustainableGood customer serviceGood at what it doesHas best of intentionsShares my valuesIs well ledWould try to take advantageQ:Which two or three of the following attributes,if any,are most important to you when deciding whether or not to trust an organisation or institu

44、tion?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-74,August 26-September 9 2022.36%35%31%27%22%20%18%15%11%9%16%Reliability,transparency,and behaving responsibly;stick to t

45、hese and a sector or institution gives itself a good foundation to be trustworthyIpsos Global Trustworthiness MonitorTransparency is more opaque.It can take different forms depending on the sector or organisation.Take government for instance.The public expects its representatives are working and liv

46、ing up to a certain standard and failing this can be to a politicians(and by extension their partys or governments)detriment.Transparency for the oil and gas sector may be reporting its green investments as a percentage of total investments,rather than just the actual spend(which will often be a hug

47、e sum,but not when considered relative to its traditional oil and gas exploration investment).And the technology sector must reassure its customers on how it uses their data to avoid claims of misuse.But there is a binding theme across these three sector examples,and others that could be listed;acco

48、untability-and showing a willingness to be held to it.Behaving responsibly,like transparency,can be seen in different ways for different sectors,but is again bound by a common thread-how it interacts with society at large,and how it operates from a values-based perspective.Companies should know this

49、,and from wider Ipsos research,we can highlight the awareness organisations have of the risk to business if the values the public hold as important are not reflected.In our most recent Ipsos Reputation Council Report-made up of the views of 117 senior communicators from some of the biggest corporati

50、ons in the world-almost three-quarters of these communication professionals A global perspective:all is not lost15(Council members)disagreed with the statement that businesses should stay silent when it comes to a crisis of the magnitude of the war in Ukraine.This demonstrates business sensitivity t

51、o the role it plays in corporate citizenry,that in some cases behaving responsibly involves taking a position on geo-political and global affairs,and a lack of doing so could corrode trust.16Would try to take advantage46%Has best of intentions42%Behaves responsibly42%Is well led43%Reliable/keeps pro

52、mises41%Ipsos Global Trustworthiness MonitorThe impact of these driversSo where have these drivers of trust influenced the results seen in this years Global Trustworthiness Monitor?In the wake of COVID-19,trust in the pharmaceutical sector continues to improve,and it is now globally the most trusted

53、 of the sectors and institutions we measured the roll-out of vaccines was effective and helped society open-up after months of lockdowns.As the chart on the right shows,recently the sector has seen quick growth in perceptions of it is good at what it does a testament to the output of the vaccination

54、 programmes,while it shares my values also sees strong,positive gains.Technology companies follow closely behind pharmaceuticals.Compared to other industries,its a well-performing sector,but as previously mentioned it is the only sector that has not seen continued growth in trustworthiness.But its a

55、 complicated and nuanced picture.When we look at the drivers of trust,the technology sectors performance on these is in fact up.A global perspective:all is not lostQ:To what extent,if at all,would you agree or disagree with the following statements about Pharmaceuticals?Source:Ipsos Global Trustwort

56、hiness Monitor:Global:Global Country Average of 16017-17500 online interviews across 21countries c.500-1000 online interviews per country aged 16/18-74,2019-2022.Pharmaceuticals:Trust drivers over time(%)Environmentally sustainable37%Shares my values33%Open and transparent35%Good at what it does52%2

57、0222020202120196040503020100Ipsos Global Trustworthiness Monitor17A global perspective:all is not lostThe flattery and celebrity culture surrounding companies often associated with Silicon Valley is dissipatingQ:To what extent,if at all,would you agree or disagree with the following statements about

58、 Technology Companies?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017-17500 online interviews across 21countries c.500-1000 online interviews per country aged 16/18-74,2019-2022.Technology:Trust drivers over time(%)Would try to take advantage43%Has best of intentio

59、ns40%Behaves responsibly40%Environmentally sustainable37%Shares my values34%Open and transparent36%Good at what it does52%20222020202120196040503020100Is well led45%Reliable/keeps promises40%18Ipsos Global Trustworthiness MonitorThis decline in trustworthiness could suggest that the tech sector had

60、previously been riding a wave of innovation and dynamism.What we are seeing now is the impact of becoming part of the establishment the flattery and celebrity culture surrounding companies often associated with Silicon Valley is dissipating as more conventional business questions around governance i

61、ssues,such as regulation,become more and more prominent.There is also the chance that the vast increases in market capitalisation seen over the pandemic years,which essentially made them net beneficiaries of some of the policies introduced at the time,has increased expectations that this wealth gene

62、ration trickles-down further to wider society.An interesting point to note is that at a regional level trustworthiness in technology companies is not decreasing everywhere.Whilst in EMEA and the Americas the results show a similar drop in the trustworthiness of the sector,in the Asia-Pacific region,

63、the results show the opposite.Trustworthiness in the sector is increasing,driven by strong growth in Japan and South Korea,and looking at the APAC region as a whole,the technology sector remains the most trustworthy sector.There is,however,an opportunity for the tech sector to build back some of its

64、 lost trust.A global perspective:all is not lostBanking40%Pharmaceuticals42%Food&Drinks40%Energy39%Financial services38%Retail35%Oil&Gas35%Social media companies30%The Government31%Technology companies44%20222020202120196040503020100Consumer packaged goods34%Q:Please look at this list of different t

65、ypes of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017-17500 online interviewsacross 21 countries c.500-1000 online interviews per country aged 16/18-74,2019-2022APAC:Trust

66、worthiness(%)over time1919Recent Ipsos data 1 shows that globally,68%of the public would support government subsidies to make environmentally friendly technologies cheaper,1 which would reduce the cost of innovation and allow a wider audience to see what the tech sector is offering.This could work i

67、n two-fold for the sector from the perspective of trust drivers previously discussed.Firstly,perceptions of reliability could increase with a wider audience(provided the products are good),and secondly,there would be a clear demonstration that the sector is making a positive impact to the climate ch

68、allenges businesses face,and be visibly responding responsibly to these challenges.A global perspective:all is not lostIpsos Global Trustworthiness MonitorConcluding thoughts What this years Global Trustworthiness data shows is that overall,not much has changed and trustworthiness in industries is g

69、enerally trending upwards.The drivers of trust have remained the same year on year.Businesses and organisations can therefore take some comfort that there is no inherent decline in public levels of trust in the organisations and the sectors that have daily influence on theirlives.To find out more,pl

70、ease contact:Associate Director,Ipsos Corporate Reputation20Ipsos Global Trustworthiness Index20Ipsos Global Trustworthiness MonitorTHE RELATIONSHIP BETWEEN TRUST AND REGULATIONThe relationship between trust and regulationIpsos Global Trustworthiness Monitor One of the many benefits often associated

71、 with having a strong reputation is reduced regulatory risk.This can manifest in different ways,from less actual regulation in place to having a seat at the table with government and other stakeholders when regulation is being developed.Whatever form this reduced risk takes,it is usually based on th

72、e premise that companies with stronger reputations can be trusted to do the right thing rather than being driven purely by their interests.So,it follows that if we are to believe the narrative of trust being in crisis,we should be seeing large-scale concerns about levels of regulation around the glo

73、be and calls for greater government intervention.However,we know that trust is not necessarily in crisis-rather it is low and always has been-and like most things,the relationship between one thing(trust)and another(regulation)is not that simple.We explored these concepts in our latest Ipsos Reputat

74、ion Council report where,from the perspective of senior communicators,businesses around the globe are generally operating in tighter regulatory environments than they were five years ago.If we are to believe the narrative of trust being in crisis,we should be seeing large-scale concerns about levels

75、 of regulation around the globe 21The relationship between trust and regulationWhen we ask the public,rather than seeing significant concern about how businesses are regulated,we instead see a majority of citizens from 21 countries feeling companies across a range of sectors are being regulated appr

76、opriately.This is an important foundation for the discussion about regulation;at an overall level,the public is largely comfortable with how business is being regulated.Of the 10 sectors measured,the regulatory environment is seen to be most appropriate for retail,Food&Drink,Consumer Packaged Goods(

77、CPG)and technology companies.These are also the sectors deemed most trustworthy by citizens.22The relationship between trust and regulationWhere there is some appetite for increased regulation is with social media,Oil&Gas,and energy companies;some of the least trusted sectors.And so,the data does su

78、ggest a relationship between being trusted and reduced regulatory risk.We instead see a majority of citizens from 21 countries feeling companies across a range of sectors are being regulated appropriatelyAbout the right amount of regulation(%)63%57%55%54%50%46%61%59%44%61%Ipsos Global Trustworthines

79、s Monitor Attitudes towards regulation(%)by sectorsRetailPharmaceuticalsBankingFinancial servicesEnergyOil&GasFood&DrinkTechnologySocial media companies Consumer packaged goods15%15%15%15%15%15%14%14%13%12%22%28%30%31%35%39%25%27%43%27%Too much regulation(%)Too little regulation(%)Q:Please look at t

80、his list of different types of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017 online interviews across 21 countries c.500-1000 onlineinterviews per country aged 16/18-74,Au

81、gust 26-September 9 2022.23The distinction between social media companies and technology companies is important.The tech sector is one of the strongest performers with 59%of citizens across markets feeling it is adequately regulated,compared to just 44%for social media companies which make up the po

82、orest-performing sector.The rise of social media platforms as primary information channels,particularly during political elections,has added weight to calls for greater transparency about how these sites operate and increased accountability for the accuracy of the information published on them.The 2

83、021 Reuters Institute Digital News Report found that more than half of Facebook and Twitter users consumed news on the sites in the previous week.A recent Ipsos study found that among internet users across 20 countries,just 63%trust it,down 11 points from 2019.Public concern is centred on privacy an

84、d governance,suggesting pressure on governments to better regulate the sector is rising.However,government attempts to enforce regulation on global social media companies have yielded limited success with many claiming these entities have become simply too large and too powerful to contain.Important

85、ly though,the majority of Council members from our Reputation Council report dont agree that globalisation in itself has rendered attempts to regulate futile,suggesting efforts to regulate social media behemoths to bring greater protection to the public should continue.The relationship between trust

86、 and regulationIpsos Global Trustworthiness Monitor%TRUSTWORTHY%TOO LITTLE REGULATIONOil&GasSocial MediaCompaniesEnergyBankingFinancial ServicesPackaged GoodsPharmaceuticalTechnologyFood&DrinkRetail2025304540355020253035404550Global trust vs sector regulationQ:For each of the following sectors pleas

87、e indicate whether you think there is too much regulation,about the right amount of regulation,or too little regulation.Q:Please look at this list of different types of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Please use a scale of 1 to 5,where 1 is

88、 very trustworthy and 5 is very untrustworthy.Source:Ipsos Global Trustworthiness Monitor:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-65-75,August 26-September 9 2022.Ipsos Global Trustworthiness MonitorTwo sectors under p

89、articular regulatory pressure at the moment are oil&gas,and energy with the war in Ukraine intensifying an already heavily challenging operating environment.Many criticisms are common across the two sectors and relate to poor transparency,a lack of environmental sustainability,and a belief that thos

90、e operating in the sector would take advantage of others if given the opportunity.Energy transition and the closely associated theme of climate change,are entrenched issues on the global agenda.While we often see concern about climate change usurped by emerging issues of the day like COVID-19 and ri

91、sing inflation-2424something Ipsos refers to as the urgent trumping the important absolute levels of concern about climate change has held constant and they are increasing in some countries,particularly those in Western Europe.Great Britain is the most likely of the 21 nations to feel the energy sec

92、tor is under-regulated,but it is certainly not alone.As the energy crisis extends to more and more markets around the world,even greater pressure on governments to intervene and address plummeting affordability is highly likely.It is also likely this will incite debate about the role of regulation a

93、nd government intervention,bringing the topic back into public discourse.The relationship between trust and regulationToo little regulation(%)Energy Sector:Too little regulation(%)Q:To each of the following sectors please indicate whether you think there is too much regulation,about the right amount

94、 of regulation,or too little regulation.Source:Ipsos Global Trustworthiness Monitor:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-74,August 26-September 9 2022.Global averageGreat BritainSpainBelgiumArgentinaFranceItalyAustr

95、aliaGermanyTurkeyCanadaSwedenSouth AfricaBrazilUSAPolandHungaryChinaSouth KoreaIndiaSaudi ArabiaJapan3559575247454441403733313030302928252316141425Ipsos Global Trustworthiness Monitor25Another point of contention in the regulatory discussion is the assumption that business does not want it.Again,we

96、explored this with our Reputation Council members and found appetite from businesses for increased regulation in certain circumstances.Multinational companies heavily favour stable and well-regulated markets in their growth planning having witnessed many endure reputational decline after failing to

97、do so.As one Council member put it,“regulation brings certainty which is highly desirable in business planning”.Further,the rise of stakeholder capitalism has seen businesses shift their focus from generating shareholder profits to making a genuine and positive contribution to its many stakeholders.

98、In this process there have been large-scale changes to how businesses operate and legislative change has not necessarily kept pace with the market.It is in this context that increased regulation can be welcomed by businesses to ensure an even playing field and everyone operating to the same higher s

99、tandard.Indeed,it can be argued that the ultimate aim of the regulation is to ensure all companies and institutions operate to the same high standard;that they act responsibly.And so,it is useful to compare public attitudes toward regulation with attitudes toward responsible behaviour.The relationsh

100、ip between trust and regulationOur business faces greater regulation today than 5 years ago7%79%Agree(%)Agree(%)Disagree(%)Disagree(%)Globalisation means trying to regulate corporate behaviour is futile66%13%Source:Ipsos Reputation Council 2022 Base:79 Interviews were conducted with Reputation Counc

101、il members globally between April June 2022,either in person,by telephone or video call.Ipsos Global Trustworthiness MonitorEach of the sectors or institutions tracked over time in the Ipsos Global Trustworthiness Monitor has seen improvement in the extent to which the public feels it behaves respon

102、sibly.The greatest gains are seen for the pharmaceutical,banking and oil&gas sectors as well as the government,all of which have been front and centre during the pandemic.The data suggests we are perhaps in a relatively promising place where the bulk of the public feels most sectors are adequately r

103、egulated,business reports operating in an increased regulatory environment but also have an appreciation for the role of regulation,and sectors and institutions are seen as more responsible than they were four years ago.These positive trends may be the result of increasing stakeholder pressure on bu

104、sinesses and institutions to proactively change how they operate combined with the use of regulatory measures to ensure even the laggards do the right thing and act responsibly.26Q:Please look at this list of different types of organisations and institutions.In general,do you think each is trustwort

105、hy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor Global:Global Country Average of 16017-17500 online interviewsacross 21 countries c.500-1000 online interviews per country aged 16/18-74,2019-2022.It(sector)behaves responsibly(%)over timePharmaceuticals42%Banking39%Energy37%Oil&Gas30%2

106、02220216040503020100Financial services35%Consumer packaged goods37%Social media companies31%The Government28%Food&Drinks42%Retail41%Technology companies40%The relationship between trust and regulationSectors and institutions are seen as more responsible than they were four years agoIpsos Global Trus

107、tworthiness Monitor We have higher production levels outside of our home market than within it because it lacks certainty.The lack of regulation creates volatility,so we search for markets with more regulatory certainty,and we set up operations there.-2022 Ipsos Reputation Council MemberThe relation

108、ship between trust and regulation2728Concluding thoughts One of the benefits of being trusted is less regulatory risk.The evidence indicates that there is no global push for increased regulation,which would seem to indicate that there is no crisis in trust.A majority of the global public across 21 c

109、ountries feel that current levels of regulation for companies across a range of sectors are appropriate.Regulation brings certainty which is highly desirable for business planning.Multinational companies heavily 28The relationship between trust and regulationIpsos Global Trustworthiness Monitorfavou

110、r well-regulated markets the behaviours required by highly regulated markets are the values people look for when judging the trustworthiness of sectors and companies.To find out more,please contact:Director and Service Line Lead,Ipsos Corporate Reputation29Ipsos Global Trustworthiness IndexTrust in

111、government:crumbs of comfort29Ipsos Global Trustworthiness MonitorTRUST IN GOVERNMENT:CRUMBS OF COMFORTIpsos Global Trustworthiness MonitorIts difficult to tell a positive story about trust in government,globally speaking.On average across 19 countries around the world,only 22%think their government

112、 is trustworthy,while 45%rate it as untrustworthy.This is much more negative than many industry sectors across an 11-sector average including businesses such as pharmaceuticals,food and drink,banking and energy,views are much more balanced,with about as many finding each trustworthy as untrustworthy

113、(28%vs 29%).Governments are even less trusted than social media and oil&gas companies,the other two sectors at the bottom of the list.But if we look at how things are changing,the evidence paints a slightly more positive picture and suggests we dont have to believe that trust in government is in per

114、manent decline.In nearly all the countries we have surveyed,trust in government is in a better position than it was four years ago,with a rise in positive ratings of trustworthiness,and a fall in those who see it as untrustworthy.Much of this can probably be put down to a“rally-round the flag”effect

115、 that we saw during the pandemic:of the 10.5 points swing towards trustworthiness between 2019 and 2022,7 points of this came between 2019 and 2021(although,of course,that is a two-year period rather than one).However,at a time when many countries have been emerging from the pandemic,with lockdowns

116、much 30Trust in government:crumbs of comfort%Swing 2019-21%Swing 2020-21Change in net trustworthiness(%)of Government:change during Covid(2019-21)and change since 2021 Source:Ipsos Global Trustworthiness Monitor:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online

117、interviews per country aged 16/18-74,August 26-September 9 2022.3.5Global averageItalyGermanyGreat BritainAustraliaSpainFranceSouth KoreaCanadaSouth AfricaArgentinaPolandUSABelgiumJapanIndiaBrazilSwedenHungaryTurkey1-5.5-6-3-2-10719.518.516.51.516.5516.54103100.57.59.564.5343443.56.53.591.5917108Ips

118、os Global Trustworthiness Monitorless prevalent and the virus far lower down the publics agenda then even at the beginning of the year,it is arguably just as important that that level of trust has been preserved rather than falling back down,especially as concerns about inflation and the economy hav

119、e begun to replace those of health.In fact,some countries have seen continued improvement this year and as always,just looking at the global average hides a wide range of variation by different countries.Broadly,looking at the pattern of responses on the previous page,we can see a couple of groups.F

120、irst are a grouping of more developed countries in western Europe(Italy,Germany,the UK,Spain and France),plus Australia,Canada and South Korea.These countries saw significant increases in trust in government over the period of the pandemic,since when trust has been more stable but maintained with th

121、e exception of Germany and Britain,which both saw falls in trust in government this year.The second group are primarily the large“emerging”nations of India,Brazil and Turkey,though also joined by Sweden.These saw negligible rises in trust between 2019 to 2021(even a large fall in the case of Turkey)

122、but have since seen much more significant improvements this year.Finally,there is a group who sit somewhere in the middle,with small increases in trust over both periods,but adding up to an overall improvement over the four years as a whole.Countries such as the US,Poland and Belgium fall into this

123、category.Trust in government:crumbs of comfort31This all suggests that a range of common and individual country-level factors will help to explain these changes in trust.Germany has experienced a change from a long-standing,relatively popular leader,while Britain has seen even more political volatil

124、ity this year,which might explain their falls after seemingly benefiting from a Covid boost like many other similar countries.But the underlying pattern points to the Covid pandemic increasing faith in governments around the world,which hasnt been lost yet and in some cases has even further improved

125、.Looking at perceptions of government trustworthiness against real world changes such as the impact of Covid allow us to explore this in more detail.*In the following analyses,India and Turkey are excluded given the difficulties of estimating excess Covid deaths in those countries and for comparabil

126、ity from the comparisons against GDP too.In nearly all the countries we have surveyed,trust in government is in a better position than it was four years agoIpsos Global Trustworthiness MonitorOverall,levels of trust are negatively related to the number of Covid excess deaths in each country,2 as we

127、might expect-there is higher trust in countries that suffered less from Covid(relatively speaking).Having said that,the link between change in trust over the pandemic period and relative proportions of excess deaths is much weaker.This suggests that the positive halo effect of citizens turning towar

128、ds their government to protect them during Covid was something that was experienced in many places,even in some countries that did less well than others in minimising the virus impact.But there is also an interesting pattern comparing the change in trust over the pandemic years(between 2019 and 2021

129、)with the average rates of GDP growth over that period.3 This shows that the countries with the worst rates of GDP growth across 2020 and 2021 did not necessarily see lower rises in trust-suggesting perhaps that people were willing to accept a hit to their economies if it meant their governments wer

130、e able to get control of the pandemic.However,this was at a time when Covid was the number one issue the big question is whether citizens will forgive poor economic growth more easily at a time when worries about the cost of living are more of a priority for them,and perhaps can be blamed more easil

131、y on the actions of a government.Ipsos research4 has shown that citizens do blame many external factors(such as the global economy,the war in Ukraine,and Covid)for the rising cost of living,but that national governments are also held responsible.32Trust in government:crumbs of comfortThe underlying

132、pattern points to the Covid pandemic increasing faith in governments around the worldCountries with the worst rates of GDP growth across 2020 and 2021 did not necessarily see lower rises in trust-suggesting perhaps that people were willing to accept a hit to their economies if it meant their governm

133、ents were able to get control of the pandemic33Ipsos Global Trustworthiness MonitorTrust in government:crumbs of comfort34Ipsos Global Trustworthiness MonitorThe improving headline perceptions were also accompanied by improvements in nearly all the underlying drivers of trust over the pandemic perio

134、d,which again have been maintained this year.Ratings of government competence,motivations and values,leadership,responsibility,reliability and transparency are all better than they were in 2019.While they have not improved at quite the same rate as headline measures of trustworthiness,the fact that

135、these underlying pillars of trust are improving too does give hope that the headline measures do have some more solid foundations to rest on.Nevertheless,it is still the case that in absolute terms,people are less positive about government performance on these drivers than they are for many other in

136、dustry sectors.And not everything is moving in the right direction around half of people still believe that their government would take advantage of them if it could,exactly the same as before the pandemic.Nor is trust in politicians or ministers the personal embodiment of government improving at th

137、e same rate as overall trust in government itself.They remain at the bottom of the league table of trusted professions worldwide.5So there is still much to improve when it comes to global trust in government.But the story of the pandemic and post-pandemic years is that improving trust is possible an

138、d can be sustained the question is whether it takes a crisis to do so.Tales of trust getting forever worse 34Trust in government:crumbs of comfortNet trust in Government vs excess Covid deaths Source:The Economist and Solstad,S.(corresponding author),2021.The pandemics true death toll.online The Eco

139、nomist.Available at:https:/ November 27 2022.%NET TRUST IN GOVERNMENT-60-50-40-30-200-10COVID EXCESS DEATHS PER 100K POPULATION0100200300500400600ItalyBrazilSouth AfricaPolandHungaryArgentinaUSASpainBelgiumFranceGermanySwedenSouth KoreaAustraliaJapanCanadaGreat BritainIpsos Global Trustworthiness Mo

140、nitoreverywhere no matter what are neither reflected in the data nor inevitable while a level of scepticism is always likely to exist,by focusing on delivering the outcomes that citizens want,and demonstrating that government has their interests and values at heart,faith in government can be slowly

141、rebuilt.If this though can survive a global economic slowdown in 2023,then trust really will have been earned.35Trust in government:crumbs of comfortRatings of government competence,motivations and values,leadership,responsibility,reliability and transparency are all better than they were in 2019Ips

142、os Global Trustworthines MonitorConcluding thoughts In nearly all markets surveyed,trust in government has risen over the last four years it is however still net negative.Ratings of government competence,motivations and values,leadership,responsibility,reliability and transparency,which are the driv

143、ers of trust,are all better than they were in 2019.Trust in politicians or ministers is not improving at the same rate as overall trust in government itself.3636Trust in government:crumbs of comfortTo find out more,please contact:Head of Political Research,Ipsos UKIpsos Global Trustworthiness IndexI

144、psos Global Trustworthiness MonitorTRUST IN PROFESSIONS:A RETURN TO THE PANDEMIC STATUS QUO ANTETrust in professions:a return to the pandemic status quo ante3737Ipsos Global Trustworthiness MonitorHow big of an impact has COVID-19 had on trust?Many predictions of significant change during the pandem

145、ic have proved to be premature as people hunkered down:generally existing trends were accelerated rather than new forces emerging.This pattern also holds true for trust in professions.The Ipsos Global Trustworthiness Monitor,which has assessed the extent to which the worldwide public trust a range o

146、f different professions since 2018,offers us an opportunity to measure the extent to which the impact of living through the pandemic has affected how far the global public trust different types of people.The data tells us that the impact of the pandemic has been very limited and any slight pandemic

147、gains have now been lost.Instead,the pandemic appears to have had more of a lasting impact on how sectors of business are viewed.38Trust in professions:a return to the pandemic status quo anteMany professions have seen little to no impact on their trustworthiness scoresIpsos Global Trustworthiness M

148、onitorValues change slowlyThe main takeaway is that the pandemic has been fairly neutral in terms of overall levels of trust.Many professions have seen little to no impact on their trustworthiness scores:for instance,trust in the ordinary person,members of the armed forces and the police has been ke

149、pt within a range of just a few percentage points over all four waves of our research.This reinforces our core thinking on the topic of trust,which is that it is a slow-changing phenomenon whose inertia is tied to the deep-held values that define us as individuals.Consider the example of news:we cou

150、ld expect that people might change which website they go to for news quite regularly,but that their perception of the trustworthiness of journalists as a profession might change less.39Trust in professions:a return to the pandemic status quo ante55%59%52%43%37%39%32%25%24%23%21%24%21%20%22%13%12%9%v

151、s.201857%59%53%44%38%38%33%28%25%23%24%23%22%21%22%13%13%10%vs.201964%61%55%44%38%40%37%30%27%25%26%25%23%23%23%15%15%10%vs.2021Global trustworthiness(%)trends 2018-2022DoctorsScientistsTeachersArmed forcesOrdinary men/womenThe policeJudgesLawyersTV news readersPollstersClergy/PriestsCivil servantsJ

152、ournalistsBankersBusiness leadersAdvertising executivesGovernment ministersPoliticians generally2022 Trustworthy(%)585751423737352928272626252423171612Q:Please look at this list of different types of people.In general,do you think each is trustworthy or untrustworthy in your country?Source:Ipsos Glo

153、bal Trustworthiness Monitor:Scores presented here are based on a 22-country average covering only those countries which have participated in all previous waves of the survey.The figures differ slightly from the 28-country average presented elsewhere.Note that Russia was included in previous waves bu

154、t hasbeen omitted from 2022,meaning the 2022 figures do not reflect the same sample as 2021 or previous waves.While politicians remain rooted to the bottom of the table,they have benefitted from the past few years albeit very slightlyIpsos Global Trustworthiness Monitor(Small)snakes and laddersSome

155、of the most notable shifts we have seen were among the least trusted professions.While politicians remain rooted to the bottom of the table,they have benefitted from the past few years albeit very slightly.Across 22 countries where we have been tracking trust since 2018,12%now find politicians trust

156、worthy,up from just nine per cent in 2018.Those in government have seen a similar,gentle,boost from eight per cent in 2018 to 12%this year.Underneath this headline we can see different trajectories through the pandemic:for instance trust has risen more in India and Germany,which each saw a seven-poi

157、nt increase in trust in politicians from 2018-2022(from 21%to 28%and from 11%to 18%respectively).In contrast,politicians in Sweden and Great Britain have seen their stock fall:trust fell seven points in Sweden from 22%to 15%,while Britain saw a five-point drop,from 16%to 11%.We also found a slight u

158、ptick for advertising executives,who are now one point ahead of government ministers in 2022 after being level with them in previous years.40Trust in professions:a return to the pandemic status quo anteThree least trusted professions 2018-2022Trustworthy(%)Politicians12131516Gov ministersAd execsQ:P

159、lease look at this list of different types of people.In general,do you think each is trustworthy or untrustworthy in your country?Source:Ipsos Global Trustworthiness Monitor:Scores presented here are based on a 22-country average covering only those countries which have participated in all previous

160、waves of the survey.The figures differ slightly from the 28-country average presented elsewhere.Note that Russia was included in previous waves but has been omitted from 2022,meaning the 2022 figures do not reflect the same sample as 2021 or previous waves.6766626791010125758535547453945201820192021

161、202220182019202120222018201920212022Untrustworthy(%)1313151741Ipsos Global Trustworthiness MonitorThe pattern for 2022 shows a light rebound to pre-pandemic trust levels for all three professions.The proportion rating all three categories as untrustworthy rose between this year and last.For ad execs

162、,distrust leapt from 39%to 45%,while for politicians and government ministers the rebound was more subtle,at two percentage points each.This sense of a slight rebound towards where we were before can also be felt at the top,among the worlds most trusted professions who are returning to the levels of

163、 trust recorded pre-pandemic.For the Ipsos Global Trustworthiness Monitor,the story of the pandemic was of doctors replacing scientists as the worlds most trustworthy profession.Between 2018 and 2021,the proportion finding physicians to be trustworthy rose from 55%to 64%,while scientists saw only a

164、two-point increase,from 59%to 61%:it appeared that those holding the syringe containing the COVID-19 vaccine saw a bigger benefit in public trust than those who developed its contents.In 2022,doctors have come down from their pandemic high trust is down six points to 58%.This puts them in a statisti

165、cal tie with scientists,whose score has been steadier over the years.Looking across countries,we see the same pattern,although often more extreme as countries where trust in the medical profession Trust in professions:a return to the pandemic status quo ante4142Ipsos Global Trustworthiness Monitorha

166、s traditionally been lower return to normal.This rollercoaster-like trajectory is most pronounced in Hungary,where trust in doctors dropped by 21 percentage points between 2021 and 2022,after soaring by 19 points between 2019 and 2020.But we also saw big falls in trust in doctors in Poland(-16),Ital

167、y,Turkey and Malaysia(all-11).Teachers,who have been the third most trustworthy profession in all years of the survey,have not been excluded from this pattern either.After experiencing a bump in trustworthiness between 2018 and 2021,this year sees them falling back,with 51%now considering them trust

168、worthy.Top five trustworthy professions 2018-2022Q:Please look at this list of different types of people.In general,do you think each is trustworthy or untrustworthy in your country?Source:Ipsos Global Trustworthiness Monitor:Scores presented here are based on a 22-country average covering only thos

169、e countries which have participated in all previous waves of the survey.The figures differ slightly from the 28-country average presented elsewhere.Note that Russia was included in previous waves but hasbeen omitted from 2022,meaning the 2022 figures do not reflect the same sample as 2021 or previou

170、s waves.Ordinary men/womenArmed ForcesTeachersScientistsDoctors201820192021202220182019202120222018201920212022201820192021202220182019202120223738383743444442525355515959615755576458Trust in professions:a return to the pandemic status quo anteThis sense of a slight rebound towards where we were bef

171、ore can also be felt at the top,among the worlds most trusted professions who are returning to the levels of trust recorded pre-pandemicIpsos Global Trustworthiness MonitorWhat next for trust?The impression given by the 2022 data is that trust in professions is returning to“normal”.After some short-

172、lived increases in the professions closest to dealing with the pandemic doctors,scientists,teachers and politicians people are now returning to their long-held perceptions of the value and trustworthiness of these professions.For higher-trust professions this is no big deal:doctors and scientists ha

173、ve long been the most trusted and remain as such.It may be more of a problem for politicians,who tend to attract limited public trust,making any loss more significant.If the past is our guide,we are likely to see similar results to 2022 in 2023:especially at the global level,there has been little to

174、 dislodge our pre-formed opinions about how far we trust doctors and politicians.And the way we interact with different groups hasnt changed much either,so our everyday experiences will reinforce what we already think.Where we see the potential for further change is at the sector level.Most also saw

175、 pandemic boosts,but unlike with professions these have been retained into 2022.The pharmaceutical industry and food&drink companies are the standouts.Globally they are in the top three most trusted sectors,with a third saying they find them trustworthy(34%and 33%respectively).Since 2019,their trust

176、 scores have risen by nine and eight percentage points.If this pattern persists it poses interesting opportunities for those looking to build trust.How can individual professions or companies connect their lower personal perceptions with the improved standing of their industries more broadly?43Trust

177、 in professions:a return to the pandemic status quo anteIf the past is our guide,we are likely to see similar results to 2022 in 20234444Concluding thoughts Our core thinking on the topic of trust is that it is a slow-changing phenomenon whose inertia is tied to the deep-held values that define us a

178、s individuals it took an event the scale of the COVID-19 pandemic to significantly change trust in professions,which had been stable for many years.We are seeing the worlds most trusted professions(doctors,scientists,teachers)returning to levels of trust seen before the pandemic gains were made for

179、professions in how they responded to the crisis.As things return to normal,there will be little to challenge our deeply held pre-formed opinions of how much we trust different professions,and so perceptions are unlikely to change soon.Anyone looking for change will likely find it at the sectorlevel.

180、Ipsos Global Trustworthiness MonitorTrust in professions:a return to the pandemic status quo anteTo find out more,please contact:Senior Consultant,Ipsos Trends and Futures45Ipsos Global Trustworthiness IndexTrust in business leadership45Ipsos Global Trustworthiness MonitorTRUST IN BUSINESS LEADERSHI

181、PTrust in business and its leaders the global landscape is shifting.Its a bit of a clich,nowadays,to say that business leaders have“trust issues”.Perennially ranked towards the foot of our Global Trustworthiness Monitor(page 39),theyre much more trusted than political leaders but trail far behind do

182、ctors,scientists and teachers.Incidentally,this is why corporations tend to use their bench strength technical specialists and subject experts instead of CEOs,for non-critical,public-facing communication.As we see in our chapter on trust in professions,this is nothing new:the so-called trust deficit

183、(that is,insufficient trust to sustain healthy relationships,commercial or otherwise)is a long-term,chronic malady,rather than an acute one.But dig a little deeper and we find a more nuanced picture.Take what is perhaps the most damning headline that just 3 in 10 of the global public trust business

184、leaders to tell the truth.Thats far from ideal but the proportion who actively mistrust,at 37%,is only a little higher.The remainder are non-committal.Many of these undecideds will feel that they dont know enough to commit not everyone reads the business pages or perhaps they think it depends on the

185、 leader,or the business,or the context.Theres an opportunity here for business leaders who have a positive,authentic story to tell.Leaders cant communicate their way out of situations that their bad behaviour got them into,but they can certainly marshal public support around the good things theyre d

186、oing,and how they contribute to wider society.This is why messages about corporate purpose and vision are often highly personalised around a figurehead CEO.46Take what is perhaps the most damning headline that just 3 in 10 of the global public trust business leaders to tell the truth Ipsos Global Tr

187、ustworthiness MonitorTrust in business leadershipTrust around the worldA second important point is that trust in business leaders varies a great deal,across the globe.In countries like France,Belgium,Canada and Great Britain the proportion who trust them to tell the truth languishes at around 1 in 5

188、.But in India its above 3 in 5 and in Japan and China its about half,with relatively few actively mistrustful.The same picture emerges when we ask people whether business leaders generally behave ethically,and whether they are a force for good in the world.The answers,typically,will be much more pos

189、itive in India,China,Saudi Arabia or Japan,where businesses are more likely to be seen as engines of dynamism and progress,than in many of the more sceptical European or North American nations.And are business leaders over-paid?Again,while a majority of the global public(6 in 10)say so,this peaks at

190、 7 in 10 in Britain and Australia but dips to 4 in 10 in Japan.Its also interesting that younger generations(Millennials and GenZ)are more likely than their older(Baby Boomer and GenX)counterparts to believe that business leaders tell the truth,act in an ethical way and are a force for good in the w

191、orld.Perhaps this is a product of these cohorts beginning to take up the leadership reins,at the same time as businesses become more vocally purpose-driven and engaged with ESG issues.47Trust in business leadershipQ:To what extent,if at all,would you agree or disagree with the following statements a

192、bout corporate leadership?Source:Ipsos Global Trustworthiness Monitor:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-74,August 26-September 9 2022.Trust business leaders to tell the truthGlobal averageIndiaSaudi ArabiaJapanCh

193、inaSouth AfricaItalySpainBrazilGermanyArgentinaTurkeyUSAPolandAustraliaHungarySouth KoreaSwedenGreat BritainBelgiumFranceCanadaAgree(%)Disagree(%)306453504838342929282726262323222221211918183715129193327433743364243464743414448494948Ipsos Global Trustworthiness Monitor48Trust in business leadershipS

194、peak up to stand outWe see greater consistency between the generations on the question of whether business leaders have a responsibility to speak out on social and political issues affecting their country.Globally,half express this view rising to more than two-thirds in South Africa and India and in

195、 each country there is a plurality in support.So,even where trust is low,business leaders seem to have a licence or even a duty to take a stand on the issues that really matter to their compatriots.Q:To what extent,if at all,would you agree or disagree with the following statements about corporate l

196、eadership?Source:Ipsos Global Trustworthiness Monitor:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-74,August 26-September 9 2022.In recent times,the old advice to keep your head below the parapet has often been thrown out,a

197、s CEOs have become more vocal on such diverse issues as Black Lives Matter,the cost of living crisis,the war in Ukraine and the Qatar World Cup even encroaching on hot-button,politicised topics like Roe vs Wade in the US.(Again,the point isnt that this is new Lever Brothers at Port Sunlight and Cadb

198、ury at Bournville were pioneers of social activism in Victorian Britain.What does seem new and our work across various industries and countries bears this out is the scale and range of this engagement).Business leaders have a responsibility to speak out on social and political issues affecting my co

199、untryGlobal averageSouth AfricaIndiaChinaSaudi ArabiaSouth KoreaBrazilHungaryItalyAustraliaSpainGreat BritainGermanyTurkeyJapanCanadaUSASwedenArgentinaPolandFranceBelgiumAgree(%)Disagree(%)5068686458575453515150504646464645414039383318121110101517151817181821241117231920252423Ipsos Global Trustworth

200、iness MonitorThis corporate activism carries risks.Many of these social,cultural and identity issues are highly polarising,especially for corporations which have a presence in multiple countries.Speaking out may alienate stakeholders who dont share your worldview,as well as making you vulnerable to

201、charges of hypocrisy if your own business doesnt walk the talk.As a Chief Communications Officer and member of the Ipsos Reputation Council notes,“it is an incredibly polarised environment that we operate in.You have to be very,very open about where you will draw the line and where as a corporate yo

202、u want to take a stand.You have to be consistent;if you are going to cross that line,you cant row it back.”Nevertheless,it seems the genie is out of the bottle more and more business leaders are finding their voices on the global stage,and on the whole the public are pretty relaxed about it.Why is t

203、his?Clearly,global media and social media make it much easier nowadays for business leaders to speak to a wider audience,and to show that their values are aligned with those of their customers,employees and other stakeholders.Trust in business leadershipIpsos Global Trustworthiness Monitor49Business

204、 leaders seem to have a licence or even a duty to take a stand on the issues that really matter to their compatriotsTrust in business leadership50Ipsos Global Trustworthiness MonitorA changing role in society?At the same time,some commentators wonder whether the role of business in society is fundam

205、entally changing particularly in Western liberal democracies,many of which have faced growing challenges around polarisation,legitimacy and capacity in recent years.To illustrate,3 in 5 members of the Ipsos Global Reputation Council agree with the proposition that business leaders are overtaking pol

206、iticians as a force for progressive change in the world.One says“theres been an abdication of government leadership in certain areas and people look to companies to fill the void.”In this years Trustworthiness Monitor,we see 2 in 5(42%)of the global public agreeing,and just 1 in 5(19%)disagreeing.To

207、 pick three examples,in the USA 36%agree that business leaders are overtaking politicians as a force for progressive change(versus 18%who disagree),in Germany 42%(22%disagree)and in South Africa 53%(15%disagree).This remains a controversial view,and critics worry about corporate overreach or hollow

208、woke-washing.Indeed,nearly half(46%)of the global public agree that it is still the job of government,not business,to fix societys problems,with just 1 in 5(19%)disagreeing.Trust in business leadership51Ipsos Global Trustworthiness MonitorWhats not in doubt,though,is that as businesses become more p

209、urpose-driven,employees more assertive and leaders more vocal,the trust landscape is shifting.Finally,its worth reminding ourselves why this matters why trust isnt just a fluffy nice-to-have but the key that unlocks tangible business benefits.Our data shows that trust builds resilience:among people

210、who trust a company a great deal,6 in 10 would definitely give that company the benefit of the doubt in a crisis.Among those who are neutral,that shrinks to just 1 in 10.We also know that people who really trust a company are more likely to purchase its products,pay a premium and find its communicat

211、ions believable.So,without trust,no business can hope to thrive.Dig beneath the headlines and we see that the state of trust is nuanced,contextual and evolving.Concluding Thoughts Just 3 in 10 of the global public trust business leaders to tell the truth.But many others are reserving judgement,and w

212、ill be receptive to positive,authentic stories from business leaders about the good things theyre doing,and how they contribute to wider society.Trust in business leaders varies a great deal across the globe;the same is true when we ask people whether business leaders behave ethically,and whether th

213、eyre a force for good.Sentiment is more positive in countries such as India,China,Saudi Arabia and Japan,where businesses are more likely to be seen as engines of dynamism and progress,than in many of the more sceptical European or North American nations.Expectations of the role that corporates shou

214、ld play in society are fundamentally changing,as businesses become more purpose-driven,employees more assertive and leaders more vocal.As the trust landscape shifts,business leaders need to be armed with a clear understanding of what creates(and destroys)their most valuable asset.Trust in business l

215、eadershipIpsos Global Trustworthiness MonitorLeaders need to be armed with a clear understanding of what creates trust in their company,what destroys it,and the actions they can take to protect their most valuable asset52To find out more,please contact:Managing Director,Ipsos Corporate Reputation53I

216、psos Global Trustworthiness IndexTrust across the generations:different but the same53Ipsos Global Trustworthiness MonitorTRUST ACROSS THE GENERATIONS:DIFFERENT BUT THE SAMEIpsos Global Trustworthiness MonitorIt was the accepted wisdom,until not that long ago,that the differences between the generat

217、ions were vast.The implications of this were unclear-some thought that as the younger generations,liberal,socially conscious,and environmentally obsessed,rose to maturity and maintained their current viewpoints on key issues that major social,political,and economic change would occur.Others believed

218、 the youth would eventually mature into more conservative middle-aged folk with more practical concerns,preventing any large-scale change in attitudes towards capitalism or democracy from occurring.These viewpoints had the ring of truth for people looking for differences between the old and young to

219、 justify their existing views on the world and went unchallenged for a surprisingly long time.But with increasing scrutiny,these assumptions about generational differences have begun to look shaky.Bobby Duffy,Professor of Public Policy at Kings and formerly Head of Public Affairs here at Ipsos,argue

220、d in his book“Generations”that generations are not as important as most think and that the vast majority of issues and attitudes do not map neatly onto the generation definitions(which themselves are somewhat arbitrary,especially on a global scale).He argues that most of the polarising issues facing

221、 the world today split the generations as well,and that the overarching societal shift towards more liberal attitudes on things 54Trust across the generations:different but the samelike gay marriage,female employment,etc are the result of opinions shifting across all generational groups over the las

222、t 30-40 years and are not the by-product of a sudden influx of liberal youngsters into the voting booths.Generations are not as important as most think and that the vast majority of issues and attitudes do not map neatly onto the generation definitions55Ipsos Global Trustworthiness MonitorThe idea t

223、hat the generations have far more in common than has been widely assumed is supported by this years Ipsos Global Trustworthiness Monitor data.Looking at how the different generations prioritise different criteria(derived from previous iterations of this research)for judging whether sectors and brand

224、s are trustworthy,we see a huge amount of common ground between the generations and little real division.There is some variance in the strength of feeling that different generations have for different criteria;Baby Boomers,for instance,are far more likely to prioritise reliability and openness/trans

225、parency than younger generations,while Gen Z and Millennials rate more of the lesser priority issues more highly such as value sharing,intent and the importance of leadership.But despite these differences and variations in the strength of feeling,all four generational groups regard the same four tru

226、st drivers;reliability,openness/transparency,responsibility,and value for the price,as the most important and in the same rank order.Trust across the generations:different but the sameTrust drivers by generationAllBaby BoomerGen XMillennialGen Z%vs All%vs All%vs All%vs AllReliable/keeps its promises

227、 36%42%638%233%-331%-5Open and transparent about what it does 35%42%737%233%-231%-4Behaves responsibly 31%36%532%129%-226%-5Good value for price27%32%528%127%024%-3Environmentally sustainable 22%23%121%-121%-121%-1Good customer service20%20%020%021%121%1Good at what it does 18%15%-318%019%120%2Has b

228、est of intentions16%12%-415%-116%018%2Shares my values15%12%-314%-116%117%2Is well led 11%9%-211%013%212%1Would try to take advantage of me if it could 9%6%-37%-212%312%3Dont know7%6%-16%-17%08%1None of these2%2%02%02%02%0Q:Which two or three of the following attributes,if any,are most important to

229、you when deciding whether or not to trust an organisation or institution?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-74,August 26-September 9 2022.Ipsos Global Trustworthi

230、ness Monitor56In fifth place and below the top four trust drivers for all generations is environmental responsibility which is regarded as similarly important by everyone.This supports the idea that environmental concerns have grown over time across all generational groups,rather than being the doma

231、in of the younger generations alone.Similarly,the idea that industry sectors should behave responsibly,rather than following the economist Milton Friedmans adage that“the social responsibility of business is to make profit”,is a viewpoint shared by all generations(it is the third most important driv

232、er of overall trustworthiness)and is held more strongly by Baby Boomers than Gen Z.So much for the idea that the youth hold a monopoly on seeing strong ESG approaches as a priority.The implication from the data is clear-if everyone is using the same judgment criteria despite their age,then membershi

233、p of a generation is no indication of behaviour or sentiment.Trust across the generations:different but the sameWe see a huge amount of common ground between the generations and little real divisionIpsos Global Trustworthiness MonitorWhen we turn our attention to looking at how the different generat

234、ions judge the trustworthiness of different industry sectors and institutions again,we see that the usual narrative of younger generations being less trusting isnt the case at all.It is the older generations who are less trusting of most sectors than Millennials or Gen Z.Baby Boomers and Gen X are l

235、ess likely to trust financial services,energy,oil&gas,banking,social media companies,and consumer-packaged goods than those younger than them,with there being significant differences between the elder and younger generations in each case.One could be forgiven for expecting that younger generations w

236、ould be less trusting of oil&gas,given the climate crisis facing their futures and the assumptions we often make about how they feel about the environment and sustainability.The same could be said of banking,with many growing up through the financial crash of 2008.Yet it is the older age groups,agai

237、n,who are the parts of society with the lowest level of trust in these sectors.Trust in sectors by generationAll globalBaby BoomerGen XMillennialGen ZAgreeDisagreeAgreeDisagreeAgreeDisagreeAgreeDisagreeAgreeDisagreeThe Government22%45%23%47%20%45%23%43%22%42%Financial services28%30%25%33%26%33%30%29

238、%30%26%Energy28%29%25%35%26%31%31%28%31%25%Technology companies33%22%32%22%32%23%35%23%33%21%Pharmaceuticals34%27%33%27%33%28%35%29%36%23%Oil&Gas23%37%19%43%21%39%27%36%26%32%Banking29%30%28%32%27%33%32%29%31%25%Food&Drinks33%21%33%21%32%21%33%21%34%21%Social media companies22%38%15%45%20%39%25%36%2

239、7%31%Consumer packaged goods28%23%25%22%26%22%30%24%29%23%Retail31%19%30%17%32%19%32%19%31%20%Q:Please look at this list of different types of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country

240、 Average of 16017 online interviews across 21 countries c.500-1000 online interviews per country aged 16/18-74,August 26-September 9 2022.Trust across the generations:different but the same57Ipsos Global Trustworthiness MonitorLooking across some of the other sectors measured-pharmaceuticals,retail,

241、and the government-we see little variance in the levels of trust between the generations.What is interesting however is the contrast that can be seen between sets of closely-related sectors,for example tech and social media.There is little difference between the young and old towards technology comp

242、anies,but there is a generational difference when it comes to social media companies,with Baby Boomers trusting social media much less than Gen Z.The two sectors have intrinsic links,so its interesting to see that the youth trust both,while for the elder generations,they trust tech but that falls aw

243、ay for social media.Across almost all of the sectors we measured,all four generations are moving in the same direction,with all improving(albeit slowly in most cases)except the tech sector.Change may be slow in most cases,and trustworthiness in absolute terms is still low,and while there are differe

244、nces in the strength of sentiment,trust is still growing across all four groups.Even trust in government is up,despite recent political instability in some parts of the world.58Trust across the generations:different but the same59Ipsos Global Trustworthiness MonitorTrust across the generations:diffe

245、rent but the sameAcross almost all of the sectors we measured,all four generations are moving in the same direction Q:Please look at this list of different types of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor

246、:Global:Global Country Average of 16017-17500 online interviewsacross 21 countries c.500-1000 online interviews per country aged 16/18-74,2019-2022.Trustworthiness(%)in Pharma 20222020202120196040503020100Gen X-Trust33%Baby boomers-Distrust27%Gen Z-Trust36%Gen Z-Distrust23%Gen X-Distrust28%Millennia

247、ls-Trust35%Baby boomers-Trust33%Millennials-Distrust29%Ipsos Global Trustworthiness MonitorThe two best examples of these improvements are the pharmaceutical and social media sectors.The pharma sector has seen considerable growth in perceived trustworthiness since the start of the pandemic,and we ca

248、n see that this cuts across all generational groups.Looking at the social media sector,although they have a considerable trust deficit with far more regarding them as untrustworthy than trustworthy opinion in all four generational groups is improving.Fake news and hate speech were a considerable pro

249、blem for social media companies back in 2020 with the pandemic,the Black Lives Matter movement,and bitterly-fought elections taking place-but the sector has seen improving trust since.It remains to be seen whether this is down to people truly believing the sector is making progress,or simply that so

250、me of these issues are less front of mind now.What we can tell,is that from Baby Boomers to Gen Z,the social media sector is no longer seen quite as catastrophically untrustworthy as before.It is worth focussing on the tech sector as it is an outlier for two reasons;firstly,it is the only sector to

251、continually decline since 2019,and secondly,it is the only sector where the generational movement is not all in the same direction.60Trust across the generations:different but the sameQ:Please look at this list of different types of organisations and institutions.In general,do you think each is trus

252、tworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017-17500 online interviewsacross 21 countries c.500-1000 online interviews per country aged 16/18-74,2019-2022.Trustworthiness(%)in Social Media companies20222020202140503020100Gen X-Trust20%Baby

253、 boomers-Distrust45%Millennials-Trust25%Gen Z-Trust27%Millennials-Distrust26%Gen X-Distrust39%Gen Z-Distrust31%Baby boomers-Trust15%Ipsos Global Trustworthiness MonitorBaby Boomers,Gen X and Gen Z are trending downward this year and have been for several years.Millennials on the other hand buck the

254、trend,with trust in the sector stable over the last twelve months(after previously declining).Millennials were the generation to grow up with tech and perhaps nostalgia,and being early adopters,is dampening the population-wide shift of opinion towards the tech sector.So,what does this all mean?The k

255、ey takeaway is that generational divides are not as large or as significant as many would have assumed.Furthermore,younger generations are in fact usually more trusting than their elders.Shifts in perceptions of trustworthiness appear to be what are known as“period effects”,with all the generations

256、moving in the same direction,albeit at different speeds.It is also clear that the different generations are using use the same core criteria to judge the relative trustworthiness of sectors and institutions,and this means that targeting the generational groups for advertising,marketing,or political

257、campaigns assumes a reliable cohort effect based on age alone is likely to be an expensive waste of time.To take this further,and to be deliberately provocative,we could ask the question of whether generational cohorts 61Trust across the generations:different but the sameTrustworthiness(%)in Technol

258、ogy companies Q:Please look at this list of different types of organisations and institutions.In general,do you think each is trustworthy or untrustworthy?Source:Ipsos Global Trustworthiness Monitor:Global:Global Country Average of 16017-17500 online interviewsacross 21 countries c.500-1000 online i

259、nterviews per country aged 16/18-74,2019-2022.Gen X-Trust32%Baby boomers-Distrust22%Millennials-Trust35%Gen Z-Trust33%Gen Z-Distrust21%Baby boomers-Trust32%20222020202120196040503020100Gen X-Distrust23%Millennials-Distrust23%62exist at all.Of course,the reality is that generational analysis can,if d

260、one carefully and well,tell us new insights about people but it is often applied in inappropriate situations.Simply,we are all far more similar than we may think,and it is probably time to focus on what unites us than what divides us.Concluding thoughts Generational divides are not as large or as si

261、gnificant as many have assumed,and where there are differences,it is the older generations who have less trust in the worlds institutions and sectors The primary criteria by which different generations judge sectors and institutions is identical,and on key issues like the importance of the environme

262、nt,there is nothing to separate the generations Across the four generations the direction of travel of trust in sectors and institutions is the same.Upwards for most,down for tech.62Trust across the generations:different but the sameTo find out more,please contact:Director,Ipsos Corporate Reputation

263、 Research Executive,Ipsos Corporate Reputation Ipsos Global Trustworthiness MonitorWe are all far more similar than we may think,and it is probably time to focus on what unites us than what divides us References63Ipsos Global Trustworthiness MonitorReferences1.Ipsos:Global Views on Sustainability No

264、vember 2022 2.Per 100,000 population,source The Economist and Solstad,S.(corresponding author),2021.The pandemics true death toll.online The Economist.Available at:https:/ Accessed 27 November 20223.IMF World Economic Outlook October 20224.https:/ Global Trustworthiness Monitor64Ipsos Corporate Repu

265、tation For business leaders who aspire to better decision-making in reputation,corporate communications and corporate policy development,the Ipsos Corporate Reputation team is the insight industrys most trusted source of specialist research and guidance.The Ipsos Corporate Reputation team helps orga

266、nisations build resilient reputations and stronger relationshipsOur approach is tailored and carefully designed to meet each clients individual needs,and our research directly drives business performance:Measuring reputation performance relative to peers Identifying the drivers that create reputatio

267、nal value Defining the stakeholders that influence reputation Shaping a stakeholder engagement strategy Building communications campaigns and measuring impact Understanding future opportunities and risks around reputation Measuring the impact of a crisis,and responding to it Clarifying the actions n

268、ecessary to deliver on strategic objectivesThis support helps organisations strengthen their reputation capital the ability of a brand to command preference in the marketplace and optimise its relationships across its stakeholders.For further informationCarl Phillips Director,Ipsos Corporate Reputat

269、ion Alex Russell Associate Director,Ipsos Corporate Reputation Miles Grinyer Research Executive,Ipsos Corporate Reputation ipsos https:/ IpsosIn our world of rapid change,the need for reliable information to make confident decisions has never been greater.At Ipsos we believe our clients need more th

270、an a data supplier,they need a partner who can produce accurate and relevant information and turn it into actionable truth.This is why our passionately curious experts not only provide the most precise measurement,but shape it to provide a True Understanding of Society,Markets and People.To do this

271、we use the best of science,technology and know-how and apply the principles of security,simplicity,speed and substance to everything we do.So that our clients can act faster,smarter and bolder.Ultimately,success comes down to a simple truth:You act better when you are sure.Ipsos Global Trustworthiness Monitor65Ipsos Global Trustworthiness Monitor