AUCKLAND, Today: The 2019 Acumen Edelman Trust Barometer shows “my employer” emerging as the most trusted institution in New Zealand.
While New Zealanders’ overall trust in the major institutions has remained flat since last year’s study, “my employer” is significantly more trusted (74%) than Government (50%), NGOs (48%), business (47%), and media (34%).
Acumen Republic is a global brand/PR/design agency, with offices in Wellington Auckland.
Acumen Republic ceo Adelle Keely said: “This trust in employers is born out of a lack of trust in other institutions.
“Employees are looking for trusted sources of information in a time of change and disruption and there is an opportunity for employers to provide education and useful insights that help them navigate the new world.
“There is a growing expectation for business leaders to step up. Three-quarters of employees want ceos to take the lead on change instead of waiting for government to impose it. This has increased by 15 points since last year.”
Employees are also looking for purpose in their jobs – calling for shared action with their employers (61%). Companies that do are rewarded with greater commitment (85%), advocacy (81%) and loyalty (67%) from their employees.
“The old mantra used to be customer-first, but now it’s employee-first,” says Keely. “Treatment of employees is seen as one of the most powerful indicators of trustworthiness (78%). These employees will then help to deliver for the customer.”
The haves and have-nots
Another key finding this year, is the division in society between the haves and have-nots.
Globally, we are seeing the largest ever trust gap (16 points) between the informed public (65%) and mass population (49%).
New Zealand is in line with these global results, with an 11 point gap showing tertiary-educated, higher-earning Kiwis are overall far more trusting of institutions such as the Government and the media than the general population. This gap extends to faith in the system. Far more informed members of the public believe the system is working for them (41%) than the general population (30%).
“Division is not only between the informed public and mass population but is also seen across gender. Women are less trusting than men, only trusting Government, while men have trust in both business and NGOs,” says Keely.
“The online survey sampled 33,000 respondents, including 1150 in New Zealand.”
“Trust in business shows the biggest gender divide. This is likely the result of lack of female representation and reporting around pay equity and the #metoo movement.”
Keely says this year’s findings present an opportunity for a new employer-employee contract, with a greater focus on building trust inside and outside the organisation.
“Employers need to lead on change, address workers’ concerns, provide information and equip employees for the future. They should demonstrate their relevance and contribute to the communities where they operate. This is particularly important for those not headquartered in New Zealand.
The senior team
“Finally, employees want to see leadership – they want the senior team to be visible and show a personal commitment to creating positive change, from equal pay to protecting the environment and ensuring employees are equipped with the skills for the digital workplace.
“All organisations should see this as an opportunity. The potential for building trust is within the remit of every employer and has never been greater.”
About Acumen Republic
Acumen Republic is affiliated to Edelman. We provide business advice, marketing and corporate communications to help clients solve problems or create opportunities.
About the Edelman Trust Barometer
The 2019 Edelman Trust Barometer is the firm’s 19th annual trust and credibility survey. The survey was done by research firm Edelman Intelligence and consisted of 25-minute online interviews conducted in October and November, 2018.
The 2019 Edelman Trust Barometer online survey sampled more than 33,000 respondents, including 1150 respondents in New Zealand, 200 fitting into the informed public category. All informed publics met the following criteria: ages 25-64, tertiary-educated; household income in the top quartile; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
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