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Annual Survey Shows Trust In UAE Government Among Highest In The World |
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Edelman’s annual Global Trust Barometer includes UAE findings for the first timeEdelman announced today the findings of its annual Global Trust Barometer Survey which, for the first time, includes the views of opinion formers from the UAE. This is the tenth year Edelman has conducted this global survey, which is released annually at the World Economic Forum in Davos, Switzerland. · Trust in government in the UAE is among the highest in the world at 67% Commenting on this year’s global survey, Ben Morton, General Manager of Edelman Middle East and Africa said: “While global trust in business is up, it remains fragile. The recent short-term actions by companies are largely seen as reactions to the crisis and there is concern that lessons will not have been learnt and companies will return to old habits.” For the first time, this year’s survey shows that trust and transparency are as important to corporate reputation as the quality of products and services. In the U.S. and in much of Western Europe, those two attributes rank higher than product quality—and far outrank financial returns, which sits at or near the bottom of 10 criteria in all regions. This is in stark contrast to 2006 when financial performance was in third place in a list of 10 attributes shaping trust in the United States. “We are seeing across the globe that the development of trust is a critical driver in any business model,” added Mr. Morton. “The UAE findings are no different. Companies need to engage their stakeholders directly, and through a variety of channels – one-way, one-channel communication will no longer work.” For the third straight year, NGOs are the most trusted institution in eight countries, including the U.S., U.K., Germany, and France. In China, trust in NGOs has surged by 25 points since 2004 (from 31 to 56 percent) – possibly a reflection of growing affluence and the demand for environmental responsibility and public health. UAE’s trust in non-governmental organisations is relatively low at 45% (US: 63%; Netherlands: 74%). Technology remains the single most trusted industry sector, with 79 percent saying they trust this sector to do what is right, up from 76 percent in 2009. Banks, however, are third from the bottom, barely above media companies and insurance. In contrast to Western countries, banks are the most trusted sector in China and second to technology in India. Mr. Morton concluded: “Now that we have put a marker in the sand, it will be interesting to see how the findings for the UAE change in the coming years.” About the Edelman Trust Barometer The 2010 Edelman Trust Barometer is the firm’s 10th annual trust and credibility survey. The survey was produced by research firm StrategyOne and consisted of 25-minute telephone interviews using the fielding services of World One from September 29 – December 6, 2009. The 2010 Edelman Trust Barometer survey sampled 4,875 informed publics in two age groups (25-34 and 35-64) in 22 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; 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. For more information, visit http://www.edelman.com/trust . About Edelman Abu Dhabi Edelman is the world’s largest independent public relations firm. Edelman Abu Dhabi was established in 2008 as the company’s Middle East headquarters and provides strategic communications consultancy to the region’s most noteworthy government, corporate, and consumer clients. Edelman was named Advertising Age’s top-ranked PR firm of the decade, PRWeek’s “2009 Agency of the Year” and “Large Agency of the Year” (for the third time in the last four years), and Holmes Report’s “Agency of the Decade” and “2009 Best Large Agency to Work For.” Media Contact:
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