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
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 do 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.