Version 1 | Strictly Confidential Paste co- brand logo here Trust Pays Ben Page, Chief Executive, Ipsos MORI
Jan 15, 2015
1
Version 1 | Strictly Confidential © Ipsos MORI
Version 1 | Strictly Confidential
Paste co-brand logo
here
Trust Pays Ben Page, Chief Executive, Ipsos MORI
2
Version 1 | Strictly Confidential © Ipsos MORI
This research seeks to understand levels of trust in
UK among young people overseas, the impact of the levels of trust in UK on this country’s international trade and the influence of cultural
exchange on opinions of UK among individuals in
other countries.
Trust Pays: how much does cultural exchange matter?
3
Version 1 | Strictly Confidential © Ipsos MORI
For the purpose of this research cultural relations include activities such as:
• Studied English with a UK institution • Studied for a UK based exam/qualification • Been on a school visit or school exchange
programme involving a visit to UK • Studied in UK at a school or college for
overseas learners of English • Participated in a volunteering programme
run by a UK institution • Attended a UK education
event/exhibition/fair • Attended a major UK arts or cultural
event/exhibition
What are cultural relations?
4
Version 1 | Strictly Confidential © Ipsos MORI
The UK’s competitive
position of trust
5
Version 1 | Strictly Confidential © Ipsos MORI
53 50
49 48
46 45 45
43 41
37 36
24 13
Respects human rights Has a strong commitment to culture and the arts
Respects its neighbours and other countries Has strong democratic values and institutions
Contributes to peace and co-operation Contributes to global economy
Respects contracts and the rule of law Respects the rights of its citizens
Contributes to international socio-economic … Its people enjoy a good standard of living
Makes a positive difference in the world Is a good country in which to invest
Has a strong economy
How do we see ourselves…?
Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…?
Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI
% UK views of itself
6
Version 1 | Strictly Confidential © Ipsos MORI
53
50
49
48
46
45
45
43
41
37
36
24
13
55
54
45
56
45
51
53
56
47
59
43
42
48
Respects human rights Has a strong commitment to culture and the arts
Respects its neighbours and other countries Has strong democratic values and institutions
Contributes to peace and co-operation Contributes to global economy
Respects contracts and the rule of law Respects the rights of its citizens
Contributes to international socio-economic development Its people enjoy a good standard of living
Makes a positive difference in the world Is a good country in which to invest
Has a strong economy
Typically self-deprecating Brits…!
% UK views of itself % Global views of the UK
Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010 Source: Ipsos MORI
Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…?
7
Version 1 | Strictly Confidential © Ipsos MORI
People from the UK well trusted compared to US and Germans
-9%
19%
41% 43% 45% 47% 50% 51% 52%
57%
-15%
-1%
11%
18% 18%
44%
14%
52%
41%
29%
-4%
22%
37%
0%
47%
39%
50% 54%
59%
45%
Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil
UK US Germany
Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents
Source: Online Panel surveys of respondents aged 16/18-34 with minimum secondary education (NB :Pakistan
research undertaken F2F and with min.Tertiary education)
% net trust in People from UK, US, Germany among panel members from...
Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust)
8
Version 1 | Strictly Confidential © Ipsos MORI
Trust in people from the UK generally higher than trust in UK government, but often not by much...
-9%
19%
41% 43% 45% 47% 50% 51% 52% 57%
-33%
15%
45%
30% 34%
47%
29%
55%
36%
49%
Saudi Turkey Pakistan Poland Russia India China Thailand Spain Brazil
Trust in People from UK Trust in Government from UK
Net Trust = (Strongly Trust + Tend to Trust) – (Strongly Distrust + Tend to Distrust)
Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents
Source: Online Panel surveys of respondents aged 16/18-34 with minimum secondary education (NB :Pakistan
research undertaken F2F and with min.Tertiary education)
% net trust in People from UK and UK Government among panel members from...
9
Version 1 | Strictly Confidential © Ipsos MORI
Ipsos MORI Veracity Index shows larger gap between trust in Government and ‘People’…
0
20
40
60
80
100
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index
Ordinary man/woman
Government Minister Politician generally
Now I will read out a list of different types of people. For each, would you tell me whether you generally trust them to tell the truth or not?
10
Version 1 | Strictly Confidential © Ipsos MORI
But little variation in trust for different audiences over time
0
20
40
60
80
100
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011
Doctors Teachers Professors Judges Scientists Clergyman/priests The Police TV news reporters Ordinary man/ woman Civil Servants Pollsters Trade Union Officials Business Leaders Journalists Government Ministers Politicians generally
Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index
Now I will read out a list of different types of people. For each, would you tell me whether you generally trust them to tell the truth or not?
11
Version 1 | Strictly Confidential © Ipsos MORI
Trust me I’m a… (British Council) Teacher
0
20
40
60
80
100
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Base: All British Public (c2,000 1983-2011) Source: Ipsos MORI Veracity Index
Teacher
Ordinary man/woman
Government Minister Politician generally
Now I will read out a list of different types of people. For each, would you tell me whether you generally trust them to tell the truth or not?
12
Version 1 | Strictly Confidential © Ipsos MORI
Why is trust important?
13
Version 1 | Strictly Confidential © Ipsos MORI
Trust literally pays!
77%
54%
34%
22%
77%
55%
27%
11%
42%
18% 6% 3%
94% 85%
60%
22%
98%
73%
60% 53%
Very Good Trust Fairly Good Trust Neutral Trust Poor Trust
Product use Feel good about Pay more for Believable ads Memorable ads
People who Trust the Coca-Cola Company are more likely to purchase the company’s products and to find the company’s commercials believable.
Base: online citizens, c.500-1,000 per country
Source: Ipsos Global @dvisor
14
Version 1 | Strictly Confidential © Ipsos MORI
Levels of trust strongly relate to whole range of positives
AIG Air France
Altria
AA
Apple
AT&T AXA
Bacardi
BHP BA
CNN
Coke
Danone
Diageo
Fiat
Generali
HP
HSBC
InBev
Intel J&J
Kraft
Lufthansa
Mars
McD's
ML
MSFT Nestlé
Pirelli Shell
Starbucks
Toyota Visa
Wal-Mart
R² = 0.9605
-10
0
10
20
30
40
50
60
-20 -10 0 10 20 30 40 50
FAM
, FAV
, Adv
ocac
y, G
ood
Inve
stm
ent,
Goo
d fo
r E
cono
my,
Env
iro R
esp
Net Trust Base: online citizens, c.500-1,000 per county
Source: Ipsos Global @dvisor
Ipsos MORI Global @dvisor data shows that Trust is HIGHLY correlated with any index
15
Version 1 | Strictly Confidential © Ipsos MORI
62%
62%
72%
73%
73%
74%
82%
85%
21%
13%
26%
22%
15%
4%
25%
5%
Are tolerant of people from other countries
Welcome visitors to their country
Have a good understanding of international issues
Are open to new ideas
Generally give a good impression of UK when they travel abroad
Take seriously the concerns and priorities of people from other countries
Are concerned about the global environment
Respect the beliefs, values and culture of people from other countries
Distrust people from UK Trust people from UK
Those who trust also identify UK as fair and tolerant society...
* Analysis run on 6 Ipsos MORI markets
Base: 142 Distrust, 667 TrustData presented here is weighted to reflect the overall population of respondents Source: Ipsos MORI , 2011 F2F Survey of respondents aged 18-34 with minimum tertiary education
% net agreement with statements about People from UK by whether respondents trust or distrust people from UK. People from the UK...
16
Version 1 | Strictly Confidential © Ipsos MORI
40%
29%
45%
30% 25%
16%
33%
19% 13% 3%
64% 57% 57%
49% 47% 45% 44% 38% 36%
12%
India Poland Thailand China Brazil Russia Turkey Saudi Spain Pakistan
Those who DISTRUST people from UK Those who TRUST people from UK
% Saying they are interested in “Opportunities to work/do business with people and organisations from the UK”
And those who trust us also say they are more interested in doing business and trade with the UK
+9 +23 +19 +11 +29 +22 +19 +12 +28 +24
Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents
Source: Online Panel surveys of respondents aged 16/18-34 with minimum secondary education (NB :Pakistan
research undertaken F2F and with min.Tertiary education)
Of course, some caution required with self-reported ‘intention’ and we cannot determine causality or
that this relationship is not a result of other factors.
%pt difference
17
Version 1 | Strictly Confidential © Ipsos MORI
Cultural relations
increase trust?
83914423
18
Version 1 | Strictly Confidential © Ipsos MORI
Involvement in cultural activities with the UK is associated with a higher level of trust in people in the UK in all countries surveyed...
-12%
9%
33% 37% 40% 41% 43% 43%
49% 54%
2%
31%
59%
47%
59% 62% 58% 59% 56%
64%
Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil
Who have NOT been involved in Cultural Relations activities with UK Who have been involved in Cultural Relations activities with UK
+14 +22 +26 +10 +19 +21 +15 +16 +7 +10 %pt difference
Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents
Source: Online Panel surveys of respondents aged 16/18-34 with minimum secondary education (NB :Pakistan
research undertaken F2F and with min.Tertiary education)
% net trust in People from UK among people from….
Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust)
19
Version 1 | Strictly Confidential © Ipsos MORI
..and trust increases with the number of cultural activities
-12%
9%
33% 37%
40% 41% 43% 43% 49%
54%
-2%
18%
58%
45%
57% 61%
49% 55%
50%
58%
15%
39%
60%
50%
61% 65% 65% 64% 63%
74%
Saudi Turkey Pakistan Poland India Russia China Thailand Spain Brazil
0 activities 1 activity 2+ activities
Net Trust = (Strongly Trust + Trust) – (Strongly Distrust + Distrust)
Base: YouGov, 2010: India (1203), China (1205), Poland (1205), Saudi (520) ; Ipsos MORI, 2011: Turkey, Pakistan, Russia, Thailand, Spain, Brazil (1,000) Data presented here is weighted to reflect the overall population of respondents
Source: Online Panel surveys of respondents aged 16/18-34 with minimum secondary education (NB :Pakistan
research undertaken F2F and with min.Tertiary education)
% net trust in People from UK among people from…....by number of different cultural relations activities engaged in
20
Version 1 | Strictly Confidential © Ipsos MORI
Trust in UK people
Regression analysis – Trust in UK People
Knows English very well
At least one parent knows English a little
Seen or heard reference of BBC World Service
Knows English fairly well
Knows English a little
Seen or heard reference of BC
At least one parent knows English fairly well
Cultural activity with UK
2.37
1.23
2.33
1.78
1.55
1.41
1.27
1.26
Odds ratio Positively associated with trust
Factors in model include: Highest level of education, family living in or from UK, friends who live in or from UK, if visited UK, how well
speak English, how well parents speak English, whether done cultural activity with or
without BC, if heard of BC or BBC World Service, country they live in.
21
Version 1 | Strictly Confidential © Ipsos MORI
• Trust definitely pays - Our research shows everything comes back to trust - Trust = willingness to engage and build relationships with UK - British Council teachers – strong network of trusted advocates
• Cultural relations and trust have an important relationship
Cause and effect difficult to establish but...
- English language a clear gateway to and predictor of trust in UK - Those who take part in cultural activities more trusting of UK
In Summary....
22
Version 1 | Strictly Confidential © Ipsos MORI
Version 1 | Strictly Confidential
Paste co-brand logo
here
Thank you [email protected]
© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here