house51 - there's much to do
TRANSCRIPT
73% 70%
THERE’S MUCH TO DOA fresh perspective on trust, ethics
and mindful consumerism
Trust in our institutions is at an all time low
...and many people don’t even trust each other
Politics is in crisis
People trust brands, but they don’t trust the people behind the brands
36% 19% 16% 13%
29% 49%Less than a third of people think that other people try to be fair
Almost half of people aren’t even sure they trust their neighbours
Politicians are not fair... ...and we don’t trust their motives
Large gap between brand and corporate trust
Trust in brand categories
55%
15%
Over half of people think the government would try to take advantage of them
Only 15% are confident that the government would try to be fair
77%
71%
Three quarters of people think politicians are only interested in peoples votes
7 out of 10 agree that ‘the government doesn’t care about people like me’
Big businesses have a long way to go to be credible
as social leaders
High Hopes: people want to be more mindful and ethical...
...and may people find it hard to sustain mindful behaviour
...but they don’t believe business cares or is listening
69% 15% 11% 5%
Trust in institutions
% people saying their trust is lower than 3 years ago
Charities News / media Companies /business
Government
31% 42% 45% 58%
Average Brand Trust (60 brands across 10 categories)
Trust Business Leaders Trust Companiesand Corporations
17% 16%63%
51% 79% 13% 33%
Over half of people think most companies would try to take advantage of them
8 out of 10 people think ‘business is only interested in profits’
Very few people trust business to put the needs of people above their own
interests
1 in 3 people believe ethical and green products are just another marketing gimmick
We think of ourselves as good citizens 7 out of 10 feel they have a personal responsibility to make the
world a better place
6 out of 10 say being a responsibleconsumer is very important to them
85% 69% 61%
Business doesn’t care about people like me
People like me have no say in what business does
65% 41% 47%
It’s impossible to know if a brand is truly ethical or green
I can’t afford to buy ethical and green products
Less than half of people are willing to change their life
significantly to make the world a better place
Who should take the lead on key social issues?
CharitiesOrdinary peopleCorporationsand companies
Government
75% agree there is a lack of leadership from government across many social issues. But people want them to take the lead
Despite everything people still look to government for leadership
High Street Retail
Tech
Auto
FMCG
Supermarket
Online
Fast Food
Media
Retail Banking
Utility/ Energy
84%
75%
75%
74%
68%
59%
55%
54%
47%
45%
A new perspective on ‘mindful consumerism’ and the trust that people* place in their fellow citizens, political and business leaders and 60 of the UK’s top brands.
*house51 interviewed a representative sample of 1600 people in the UK
For more information visit www.house51.co.uk or email [email protected]
https://www.linkedin.com/company/house51
@mishmashhouse51
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