Edelman Trust Barometer 2016 - UK Energy Sector Results
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This document summarizes the key findings of the 2016 Energy Trust Barometer survey regarding consumer trust in the energy sector in the UK. The main points are: 1. Trust in the UK energy sector is low but has improved slightly in recent years, though still lags other industries. Transparency, leadership, and addressing social issues are seen as most important to building trust but the energy sector performs poorly in these areas. 2. Employees are seen as the most trusted spokespersons to communicate about a energy company's performance, practices, and impact. Engaging employees as advocates is important to building trust. 3. Addressing issues like access to education, inequality, and the environment are seen as important roles for
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Edelman Trust Barometer 2016 - UK Energy Sector Results
- 1. Building Consumer Trust in the Energy Market 2016 Energy Trust Barometer
- 2. State of Trust in UK Energy
- 3. 63 51 31 28 28 12 46 43 14 22 30 6 Trust Matters. 3 Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Paid more than wanted Shared negative opinions Disagreed with others Chose to buy products/services Recommended them to a friend/colleague Paid more Shared positive opinions Defended company Bought shares General Population Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, U.K., question asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, U.K., question asked of half the sample. most trusted content creators:#1 Friends and Family most trusted media source:#1 Traditional Media Bought shares
- 4. Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 71% 71% 74% 72% 69% 2 Food & Beverage 64% 68% 70% 68% 64% 0 Consumer Packaged Goods 55% 61% 63% 63% 59% 4 Telecommunications 51% 57% 57% 56% 52% 1 Pharmaceutical 49% 50% 52% 50% 47% 2 Automotive 55% 61% 64% 63% 45% 10 Energy 29% 37% 31% 37% 43% 14 Financial Services 29% 35% 37% 36% 41% 12 20% 30% 40% 50% 60% 70% 80% Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, U.K. *From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. 2012 2013 2014 2015 2016 General Population 4 UK Energy Sector Trust Weak Trust in each industry sector, 2012-2016 Sector Trends:
- 5. 48 Colombia 48 Germany 48 Japan 47 S. Korea 46 Australia 46 S. Africa 45 Ireland 44 Argentina 44 Poland 43 Spain 42 Turkey 40 U.K. 38 Sweden 34 Brazil 19 Russia 79 China 77 UAE 75 India 66 Indonesia 65 Malaysia 64 Singapore 63 Hong Kong 56 Canada 56 Mexico 55 Italy 53 France 53 U.S. 50 Netherlands Utilities Trust: UK Utilities among Least Trusted Globally Trust in the utilities subsector, General Population vs. Mass Population, 2016 Only 1 in 4 countries are trusters among both the General and Mass Population Source: 2016 Edelman Trust Barometer Q61C-65C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth the sample. General Population and Mass Population, 28- country global total. 51 Global 5 Trusters Neutrals Distrusters 53 Global 83 China 78 UAE 75 India 67 Malaysia 66 Indonesia 65 Singapore 63 Hong Kong 49 Colombia 48 Australia 47 Germany 47 S. Africa 46 Japan 46 Poland 45 Ireland 45 Spain 42 Argentina 42 Turkey 41 U.K. 38 Sweden 35 Brazil 19 Russia 59 Italy 57 Mexico 56 Canada 56 U.S. 54 France 50 Netherlands 50 S. Korea General Population Mass Population
- 6. Informed 51 62 63 46 54 59 58 43 60 40 Mass 42 54 55 38 49 54 53 38 57 44 Gap 9 8 8 8 5 5 5 5 3 -4 Gap 5-9 1-4 0 Below 0 Trust in energy sector, Informed Public vs. Mass Population UK has Big Trust Disparity Source: 2016 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public and Mass Population, across European countries. 6 France U.K. Spain Germany Ireland Russia Poland Italy Netherlands Sweden
- 7. 20% 30% 40% 50% 60% 70% 2013 2014 2015 2016 Sub-sectors 2013 2014 2015 2016 4 yr. Trend **Cleantech 60% 58% 62% 61% 1 Natural Gas 47% 42% 49% 48% 1 Mining - 45% - 47% - Utilities 40% 35% - 41% 1 Oil 39% 39% 41% 38% 1 Pipelines - - 46% - - Nuclear - - 42% - - Industry Sub-sectors: UK Utilities Trust Off the Lows 7 Source: 2016 Edelman Trust Barometer Q61C-65C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” General Population, U.K., question asked of one-fifth the sample. **Asked as Renewables before 2015 General Population Percent trust in various industry sub-sectors, 2013 - 2016
- 9. 63 57 51 48 67 63 57 51 63 69 62 47 51 48 45 41 55 53 48 42 55 61 56 41 NGOs Business Media Government Business Most Trusted to Keep Pace 9 Percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016 Informed Public General Population Trust 2016 Trusted to keep pace Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total. Business in the lead Trust 2015
- 10. Purpose Builds Trust 10 Percent who cite each as a reason for why their trust in business has increased or decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total. Reasons Trust in Business Has Increased Reasons Trust in Business Has Decreased Produces economic growth Contributes to the greater good Allows me to be a productive member of society Fails to contribute to the greater good Lacks economic growth No public services 59% 45% 40% 50% 39% 36% General Population
- 11. Trust-Building Behaviors: Largest Gaps For U.K. Energy in Transparency, Leadership and Data Importance vs. performance of behavior in building trust in a company, in the U.K. % Performance % Importance Gap General Population 11 Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q346A-J How well do you think the energy industry is performing on the behaviors listed below. Use a 9- point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General Population, U.K. Protects consumer data 87 61 26 Ensures quality control 85 61 24 Keeps me and my family safe 83 63 20 Is transparent in reporting progress on company’s social responsibilities 78 49 29 Makes my life easier 77 62 15 Embraces sustainable business practices 78 54 24 Has leadership that effectively represents the interests of all stakeholders 77 50 27 Supports local charities and good causes 73 49 24 Develops intellectual property 66 50 16 Makes me feel connected to something bigger 59 47 12
- 12. Trust-Building Behaviors: Tech Outperforms Where Energy Should General Population Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, U.K. 12 Gap in importance of behaviors in building trust vs. percent who agree each industry is performing well against these behaviors, in the U.K. Technology Energy Protects consumer data 26 26 Ensures quality control 15 24 Keeps me and my family safe 20 20 Is transparent in reporting progress on company’s social responsibilities 19 29 Makes my life easier -1 15 Embraces sustainable business practices 17 24 Has leadership that effectively represents the interests of all stakeholders 17 27 Supports local charities and good causes 18 24 Develops intellectual property -6 16 Makes me feel connected to something bigger -3 12 AVERAGE GAP 12 22
- 13. 50% 67 61 53 46 39 46 40 34 30 26 78 65 62 55 49 44 42 37 32 31 My friends and family An academic expert Companies that I use Employees of a company A company CEO A journalist A well-known online personality Elected officials Celebrities Companies I don’t use* Every Voice Matters Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample. * Asked as “Brands I don’t use” in 2015. 13 Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016 +11 General Population +10 2015 2016
- 14. 15 19 10 17 21 29 20 20 14 25 31 28 31 28 54 23 23 27 16 20 17 20 14 12 27 25 20 24 22 23 5 7 5 6 9 6 Employees Are Essential Advocates Source: 2016 Edelman Trust Barometer Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, U.K., question asked of half the sample. 14 Most trusted spokesperson to communicate each topic Innovation effortsFinancial earnings & operational performance Business practices/ crisis handling Treatment of employees/customer Partnerships/ Programs to address societal issues Views on industry issues Employees Most Trusted General Population Company CEO Senior executive Employee Activist consumer Academic Media spokesperson
- 15. Connect to What Matters Most Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. 15 Percent who agree that each is an important issue for business to address Improving access to education and training 84 Addressing income inequality 83 Reducing poverty 81 Creating and maintaining a modern infrastructure 81 Supporting human and civil rights 81 Protecting and improving the environment 80 Improving the access to healthcare 79 Addressing climate change/global warming 74 Addressing gender inequality 74 Improving access to food, potable water and housing 73 Maintaining geo-political stability 69 Developing better solutions for immigrants, refugees and migrant workers 62
- 16. Five Takeaways 16 Trust UK Energy Trust Low – But Past The Worst. Advocacy Find the Issues that Connect. Actions Transparency, Leadership and Purpose Build Trust. Values Solve Problems When Government Can’t. Engagement The Mass Population Matters More Than Ever.
Notas del editor
- The results of our 16th annual Trust Barometer are deeply provocative, highlighting a new era in trust marked by some disturbing new trends – but also some great opportunities for business.
- This increase in CEO credibility is related to a broader opportunity that we see in this year’s data for business. Businesses today have the opportunity (if they dare to have the courage) to lead in bridging the trust divide.
- But among the General Population, things look different. On 3 in 10 countries are trusters among the general population. We have many countries in the neutral category – there is an opportunity here to persuade these audiences. This is an opportunity to engage and persuade and there is risk that opposition will do the same if you don’t.
- Several countries have a double-digit trust gap in energy. Like the global story, this is not a developed vs developing country issue. Not an east vs. west issue. This exists across a mix of economies. Note: Interesting mix of countries with a 10+ gap Canada, 52 across the board Germany, where the mass pop trusts more than the informed public –policy uncertainty and flip-flopping has created great sense of unease among everyone – under 50% for both audiences.
- This increase in CEO credibility is related to a broader opportunity that we see in this year’s data for business. Businesses today have the opportunity (if they dare to have the courage) to lead in bridging the trust divide.
- When we look at the overall global numbers, among informed publics and general population, we see Trust is rising across all four institutions. Business received the largest uptick in trust (5 points to 53 percent) among the four institutions, while continuing to close the gap on NGOs (55 percent) as most trusted. Government continues to be the least trusted institution in the world. It has risen a bit, but it is still most distrusted. Additionally, as shown by this slide, when we asked respondents which of the four institutions is most trusted to keep pace with changing times, you can see that business is in the lead, ahead of NGOs, as being seen as most trusted to evolve, innovate, and keep pace. Note: A position of strength slide from Appendix to make gaining on NGOs point.
- What’s driving this trend? A belief that, with its strength and ability to keep pace, business can actually solve problems. In a big jump up from an already high 74%, 80% of General Population agree that Business can both make a profit and improve economic and social conditions of the community in which it operates. And purpose matters—it has a direct impact on trust. When asked for their most important reasons why trust in business has increased or decreased, you can see that of course they want you to do your job and deliver economic growth. But the number 2 reason business trust increases? Contributing to the greater good. And this is also the biggest threat to trust: when asked why their trust in business might have decreased, a failure to contribute to greater good is at the top of the list.
- Energy is falling short on trust-building behaviors. Biggest gaps in transparency in reporting (often seen as box-checking exercise for investors), consumer data (critical for utilities), leadership representing broader interests (aligns with low trust in energy CEOs) Quality control, safety, sustainability and cause-oriented also notable. Energy companies must work to close these gaps – and make their efforts visible.
- Energy lags other industries as well. Tech has the smallest gaps among industries where energy has the lowest (tied with financial services). Tech companies enjoy credit for mobile devices connecting us to our friends and family—while a phone bill can be $100/month; yet credit for keeping the lights on or enabling transportation to our friends and family for a similar amount is not a given. Energy companies must work to fill gaps like these by connecting their core business to issues broader than what is core to their mission—to people’s aspirations for themselves and their families, to conversations that are happening outside their immediate purview.
- NOTE: This is not energy-specific data. Along with the changing media landscape, we continue to see the evolution of who is trusted to create content. Trust in content created by “friends and family” saw a remarkable 11-point jump from last year, putting peers far ahead of experts as digital content creators. Note that trust in content created by “companies that I use” has also increased, and is in third place. Along with the increased trust in owned media, this creates a remarkable opportunity for companies to connect with stakeholders directly. For instance, that 5-point bump for owned media on the previous slide is important for energy companies that would do well to ensure their experts are participating in online platforms where significant and influential conversations are happening – such as LinkedIn. CEO content also increased in terms of trust, but authority figures such as CEOs, elected officials and others are still far behind the influence of content created by peers.
- When asked who is the most trusted spokesperson to communicate around a variety of business topics, in many areas, people trust employees more than leaders. In three of the categories studied, employees are more trusted than CEOs or senior business executives to communicate information, including information about your financial earnings and operating performance, how you handle a crisis, and, of course, how you treat your employees and customer. One notable point for energy, however, is that senior executives are trusted to communicate innovation efforts – companies would do well to ensure their technical experts are trained communicators.
- This year’s Trust Barometer introduces a new model of influence, one that is designed to build trust and, through that trust, to bridge the divide between those with influence and those with authority. Through these four trust-building elements—how you behave, your values, your level of employee advocacy, your model of engagement—those with authority have the opportunity to lead—and to earn the influence of the broader set of stakeholders.