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MethodologyPSB completed 3,161 online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.* In Italy, PSB completed 333 interviews.*Estonia and Portugal is not weighted due to low base size; not all questions are asked in Portugal2

Where is the trust?While trust in business is not high, it is higher than among media, central government and religious leaders; central government is the least trusted of allTrust in business varies enormously and depends on a combination of factors:Provenance: people trust local companies the most, national a little less and international least of all. Europeans favour doing businesses with companies from America, Japan and Australia over BRICsCore values: honesty and trustworthiness, good value and treatment of employees remain more important reputation builders than community and environmental credentialsSector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly, are less trusted that computer and food and beverage companiesIn general, Europeans are cynical about the motivations of businesses and CEOs believing them to be more motivated by personal gain and profits than a desire to help society3

Where is the trust?People prefer to seek out information about companies when they want it – through Google searches or traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel companies only communicate to sell them things.The priorities of consumers and employees have more in common than might be expected: although employees do prioritise paying employees a fair wage over quality products and services4

The economic crisis needs no translationIn the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response)7

Bonuses, the crisis and golden parachutes have undercut trust in CEOsIn the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response)8

Large corporations are seen to be motivated by money, profit and greedWhen you think of large corporations, what is the first word that comes to mind? (Open-end response)9

Trust in Companies and Organisations10

Provenance is a key factor in trust in businessIn Italy, while trust in local companies and business is high, trust in national and nationally-owned companies is much lower than the average for Europe.Compared to two years ago, are you more or less trusting of..?(Ranked by Italy, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )11

Overall, trust is very low towards CEOs and governmentCompared to two years ago, are you more or less trusting of..? (Ranked by Italy, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )12

Trust is strongest on the home frontHowever, in Italy, trust of foreign companies is far higher than in the rest of Europe.Which of the following is closer to your opinion?13

The US, Japan, and Australia are the most trusted countriesItaly ranks the US as the most trustworthy country

Trust for the BRIC countries is very low, though South Korea is lowestThinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing among Italy, European average shown in parenthesis)14

And the US, Japan and Australia have the most trustworthy foreign-owned companiesIn Italy, China, South Korea, Brazil, India and Russia fall well behind in trustThinking about foreign-owned companies, which country do you think has companies which are the most trustworthy? (Showing Italy, European average in parenthesis) 15

Many industrial groups are more trusted than traditional thought leadersIn Italy, as with the rest of Europe, trust is highest for online services and computer & hardware manufacturers. Unsurprisingly, trust in religious leaders is higher in Italy than the rest of Europe.Eur. AvgItalyFor each of the following, please indicate how trustworthy you consider each group or industry to be...? (Showing Very/Somewhat Trustworthy on a four-point scale, ranked by Italy combined score)16

Being honest & trustworthy and having products & services that are good value is most importantIn Italy, having useful products & services is more important than in the rest of Europe.

Treating employees fairly is less of a concern in Italy, compared to the rest of Europe. Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Italy)17

Being honest & trustworthy and having useful products & services are important in ItalyThinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Italy)18

CEOs are seen to be motivated by personal profit and are seen as less trustworthy than employeesIn Italy, there is a slightly stronger perception that CEOs are motivated by personal recognition. What do you think most top executives are motivated by? (Ranked by Italy)Do you think the average CEO is more or less trustworthy than the average employee? (Showing Italy, European average in parenthesis)20

Employee and consumer viewpoint21

The desires of consumers and employees are not as disparate as might be expectedIn Italy, being open about their mistakes and investing in the country is more important than elsewhere in Europe

Treating employees well is less of a concern in Italy compared to the rest of EuropeEur. Avg. ItalyThinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale, Showing top ten ranked by Italy Consumer)22

The desires of consumers and employees are not as disparate as might be expectedThinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Italy Consumer)23

The desires of consumers and employees are not as disparate as might be expectedThinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Italy Consumer)24

Perceptions of ‘Corporate Purpose’ differ between Italy and the rest of EuropeIn Italy, ‘Corporate Purpose’ is most closely associated with making decisions beyond profit making while in Europe it is seen as balancing making money with acting responsiblyWhich of the following do you think most closely defines ‘Corporate Purpose’? (Ranked by Italy)25

Responsibility and fairness are importantA strong corporate purpose is important, more so in Italy than the rest of Europe

Consumers say they would rather pay more for products and services that are produced responsibly and fairlyWhich of the following is closer to your view? 26

While a company’s highest priority should be its consumers, many feel profit comes firstThe majority feel customers and employees should come first, but that corporations are more focused on their shareholdersWhich of the following is closer to your view? 27

Overall, companies are seen as dishonestMany feel that companies were more trustworthy when they were a kid. In Italy, there is less suspicion about the storage of personal information compared to the rest of Europe

Around two-thirds feel that corporations and their spokespersons are dishonestWhich of the following is closer to your view? 28

Online searches are the most common source of information about companies, but traditional media remains importantSearch engines are the most common source of information on companies, but traditional sources such as newspapers, journals and television remain importantWhere do you tend to find out information about different companies? (Respondents allowed to select one, ranked by Italy)30

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Trust and purpose italy

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