UNDERSTANDING

THE TRUST LANDSCAPE

2 0 1 4 IN THE PHILIPPINES
ABOUT THE PHILIPPINE TRUST INDEX
The Philippine Trust Index (PTI) is EONs proprietary research that was launched in 2011 to
examine trust levels and drivers across the Government, Church, NGOs, Business, and the Media.
It also studied which communication channels and spokespersons are trusted by the Filipino
Informed Public[1].

In 2012, EON and the Ateneo Graduate School of Business expanded PTI to include the Filipino
General Public[2], and added the Academe as 6th stakeholder group to study. Respondents
expanded to Filipinos in urban and rural areas in Luzon, Visayas, and Mindanao.

This year, EON will deep dive into the conversation of trust by understanding possible reasons
behind the trust ratings for select stakeholder groups or institutions. The 3rd PTI measures
Filipinos rating of the institutions performance vis--vis the trust drivers that they identified as
important. It gathered data through face to face interviews using a structured questionnaire in
urban and rural areas nationwide. A total of 1,626 respondents participated in the survey.

USING THE INSIGHTS FROM THE 3rd PHILIPPINE TRUST INDEX

Public relations practitioners, marketing specialists, advertisers and advertising executives,
sales people, social media strategists, and advocates are encouraged to use PTI data to better
understand their target audiences. PTI could provide insights for use in communication
planning and campaign development activities.

Leaders, CEOs, government officials, or the media could also check out the PTI to gain additional
inputs in understanding the culture of trust in the Philippines. While academicians and
students in the fields of Mass Communications, Social Sciences, Community and Social Welfare,
or Public Administration, among others, may consider PTI as reference in studying their fields.

[1]Filipino Informed Publics are adult Filipinos aged 25 years and above, with educational attainment

of at least 3rd year college, belong to economic class A to C, and access print, online and broadcast media at least thrice a week, on average.

[2] Respondents include all Filipinos who are at least 18 years old.
 2014

The Philippine Trust Landscape

The 2014 Philippine Trust Index surveyed 1,626 Filipinos with various socioeconomic and
educational backgrounds in urban and rural areas all over the country. The respondents were
asked about their trust in six key institutions the Government, the Business sector, the Media,
UNDERSTANDING
Non-Governmental Organizations, the Church, and the Academe.

THE TRUST LANDSCAPE

The Church enjoys highest trust rating, followed by the Academe;
Higher trust among general public than informed public
75
66

2 0 1 4 IN THE PHILIPPINES 53
45

33
22
11 13 12
10 9
7

Govt Bus NGOs Media Church Academe

General public Informed public

Data shows the Church is the most trusted among the six institutions surveyed, with 75% of the
general public and 66% of the informed public saying they trust it very much. The Academe
follows with 53% of the general public and 45% of the informed public trusting it very much.
Media is the third most trusted, with 33% and 22% trust ratings from the general and informed
publics, respectively.

2012 vs 2014 Trust Rating

The Church remains as the most trusted institution, showing a significant and steady increase
in trust ratings since PTI was launched in 2011. Like the Church, the Academe also enjoyed an
increase in trust levels. From 45% in 2012, trust on the Academe increased to 53% among the
general public and from 40% to 45% among the informed public.

Trust on the Government declined. Among the general public, its trust rating dropped 4 points to
11% while the informed publics trust declined from 14% to 7%.
Tracking Trust Rating: Trust in Church and Academe
increased; trust in Government decreased

75
68 66
56

GNIDNATSREDNU
53
45 45
40
32 33
25

EPACSDNAL TSURT EHT

22
15 13 14
11 12 12 11 10 11 9
9 7

Government Business
SENIPPILIHP EHT NI NGOs

2012
Media

2014
Church Academe Government Business NGOs

2012
Media

4 1 0 2
2014
Church Academe

GENERAL PUBLIC INFORMED PUBLIC

Overall, the trust rating on the Media remained the same for two years. However, per media
channel, trust has increased significantly. TV networks are the most trusted, followed by radio
and newspapers. While traditional media still dominates, online sources are slowly earning the
trust of Filipinos.

Trust on Media by Year: Trust on media, including digital,

improved across general and informed public

53 Digital Media Digital Media

44 45
43
35 34 34
31 32
25 27
24
20 21 21 21 19
18 18 18
16 15
14 13
11 12 10 11

Tv Networks Radio Newspapers Magazines Online news Social media Blogs Tv Networks Radio Newspapers Magazines Online news Social media Blogs

Year 2012 Year 2014 Year 2012 Year 2014

GENERAL PUBLIC INFORMED PUBLIC

 2014

Trust on Business
Within the Business sector, the industries of healthcare, water, information technology,
telecommunications, and tourism are most trusted. Least trusted industries are real estate,
alcohol and tobacco, and mining.

Trust on Industries: Most and least trusted industries for

UNDERSTANDING
THE TRUST LANDSCAPE
general & informed public are the same

35
2 0 30 1 30 4 29
28
25 28
28 27 27
IN THE PHILIPPINES 22
26
23
29 28 20 20 20 21 20 20
18 17 17 19
17 16 16 15 14 15 13 12
19 18 15
14 6 5 5 4
11
s

g
R

g

ch

re
ism

gis

in

on

te
B
er

ga
ice

in
m

rin
nc

cc
P

BP
g
Fi

rta
F &

ta
tu
te

cO
at

Lo

er

Le
co

in
ar

&

ba
ur

ra
rv

tu

s
s &

ul
W

te

M
En
fo

tru

E
Ph
le

Ad
s &

su
To
se

o
ac
ric

al
In

Te

T
nk

In

ns
E
uf
th

Ag

Re
an

&
Ba

c/

Co
an
al

co
Tr

Re
He

Al
General Public Informed Public

Trust is formed or broken based on how businesses treat their employees. Over 30% of both the
general and informed publics claimed that businesses that give fair salaries and benefits, and
implement fair labor practices are most trustworthy. Other drivers of trust for businesses are
competent leaders and willingness to communicate and listen to their stakeholders.

Businesses treatment of employees ranked as most important trust drivers

Pays the
Oers fair correct taxes
pricing 5.0 Other trust
4.8 Other trust Oers quality driver Gives fair
drivers Gives fair products & 11.5 salaries &
Concerned re. 12.3 salaries & services benets
environment benets 5.5 32.0
5.8 30.5
Communicates Communicate
& listens s & listens
7.9 8.7 Prac=ces fair
labor Competent
Prac=ces fair Competent
16.3 leaders
labor leaders
21.0
18.7 20.1

GENERAL PUBLIC INFORMED PUBLIC

Asked about the businesses performance vis--vis the trust drivers, 33% of the general public
and 30% of the informed public strongly agree that the Business sector gives fair salaries
and benefits. 33% and 29% of the general and informed public, respectively, also believe that
businesses implement fair labor practices. The ratings for businesses are higher in urban areas
compared to rural areas.
GNIDNATSREDNU
About 3 of 10 strongly agree that businesses practice fair labor and give

EPACSDNAL TSURT EHT

salaries and benefits; Business rated better in urban areas

Concerned re environment 32
36
Urban General Rural General

38.3 34.3

SENIPPILIHP EHT NI
Competent leaders
Gives fair salaries & benets
32

30
34
33
37.5
437.0 1 0 229.7
31.3

Quality products & services 30

33 37.8 27.7
PracBces fair labor 29
33 37.0 28.3
Fair pricing 30
32 37.3 27.3
Pays the correct taxes 26
30 33.0 26.7
Does charity or CSR 26
29 33.2 25.3
Communicates frequently 28
29 34.0 22.7
Supports local 25
28 30.5 25.5

Strongly Agree GENERAL Strongly Agree INFORMED

Trust on the Government

The Office of the President and the Philippine Senate experienced significant decline in trust
ratings from both the general and informed publics compared to 2012. The Senate came out as
the least trusted government sub-institution with only 7% (general public) and 4% (informed
public) trust ratings.

Trust on Government Agencies: Trust ratings decreased,

especially on the Senate and the Office of President
28
-12 24
-9
19 18 18
17 17 16 18 16 17
16 15 15
14 14 15
-8 12 13 13 12 11
11 10
9 -9
7 6
4

OP Cabinet Local SC Senate RTC House OP Cabinet Local SC Senate RTC House
Government Government

Year 2012 Year 2014 Year 2012 Year 2014

GENERAL PUBLIC INFORMED PUBLIC

 2014

For 4 of 10 Filipinos, the primary driver of trust in the Government is its perceived freedom from
corruption. However, less than 2 of 10 believe that the Government is not corrupt. Filipinos also
believe that the Government should be able to provide better jobs, attend to the needs of the
poor, implement laws equally, and be transparent and communicate to its stakeholders to be
able to earn the trust of the people. In general, however, the Government was not rated well by

UNDERSTANDING
Filipinos on these trust drivers. The Governments perceived inability to deliver what the people
expected of them shows in the Governments low trust rating.

4 of 10 Filipinos say that not being corrupt is the most

THE TRUST LANDSCAPE
IN THE PHILIPPINES
important driver for them to trust Government

2 0 1 4 True to
campaign
Transparent & promises Other
communicates Other trust drivers
5.7 drivers Implement 4.7
laws equally 11.8
14.4
Implement 6.0
laws equally Not corrupt Not corrupt
40.3 Provides basic 42.5
6.2 needs of the
poor
Provides 8.0
be4er jobs
10.1
Provides basic Transparent &
needs of the Competent communicates Competent Provides
poor leaders 8.2 leaders be4er jobs
11.7 11.7 9.3 9.5

Government not rated well especially by informed public;

Less than 2 of 10 strongly agree that it is not corrupt
Urban General Rural General
Concerned re environment 34
25 31.2 36.5
Competent leaders 24
20 22.3 24.8
Provides be<er jobs 25
20 26.0 24.2
Transparent & communicates 22
19 23.2 21.0
Provides basic needs of the poor 26 25.7 25.3
19
Improves the economy 24 25.0 22.8
19
Has strong poliGcal will 21 23.3 18.8
17
Implement laws equally 21 21.8 20.2
16
Not corrupt 17 20.7 14.2
14
True to campaign promises 19 20.0 17.2
13
Strongly Agree GENERAL Strongly Agree INFORMED
Trust on NGOs
NGOs with advocacies centered on education and health and nutrition are most trusted, while
NGOs focused on migrant workers and housing and community building are least trusted.

GNIDNATSREDNU
The urban population is more trusting of NGOs that advocate labors welfare, housing and
community building, migrant workers, and women.

EPACSDNAL TSURT EHT

Trust on NGOs: Education, health & nutrition, and environment
are most trusted; some NGOs are more trusted in urban areas

SENIPPILIHP EHT NI
Educa0on
Health and Nutri0on
Environment
28
29
33
34
38

4 1 0 2
23
Human Rights 22 28
GENERAL PUBLIC
Farming and Fisheries 23 26

Women and Gender Issues 20 22

Signicant Dierence
Labor 22 in Ra0ng
17
Indigenous People 19 20 Urban Rural
Peace and Conict Resolu0on 18 20 Labor 24.2 19.5
Housing & Community Building 14 19
Housing 23.2 15.7
Migrant Workers 14 19
Migrant Workers 21.2 15.8
Arts and Culture 17 18
Women 24.8 19.2
General Public Informed Public

About a third of the respondents identify incorruptibility as the most important trust driver
for NGOs. However, only 22% believe that Philippine NGOs are not corrupt. Both the general
and informed publics also note that to earn the trust of the people, NGOs should be free from
political interest, help those in real need, have competent leaders, provide livelihood, and
communicate and listen to their stakeholders.

Most important driver to trust NGOs: must be incorruptible

Other trust
drivers
13.4 Other trust
Communicates Clearly
drivers
& listens denes its
14.2
7.8 advocacy
Incorrup(ble Incorrup(ble
8.2
34.1 32.0
Provides jobs Provides jobs
or livelihood or livelihood
10.2 projects
8.8 Free from
Helps poli(cal
Competent those in interest
leaders Competent real need 14.5
Free from
10.8 Helps those leaders 12.2
poli(cal
interest in real need 10.2
11.1 12.6
GENERAL PUBLIC INFORMED PUBLIC
 2014

General public rated NGOs better, except on being free from political interest;
Urban rating significantly higher than rural rating
Urban General Rural General

Concerned re environment 29
23 30.5 26.7

UNDERSTANDING
Helps those in real need 28 31.3 23.7
18

Provides jobs or livelihood 26 29.5 23.2

17

THE TRUST LANDSCAPE

Clearly denes its advocacy 25 28.5 21.8
21

Competent leaders 24 26.3 21.8

21

IN THE PHILIPPINES
Communicates frequently 24 27.0 20.2
21

2 0 1 4
Unwavering in supporHng cause 20
23 26.8 20.0

IncorrupHble 22 25.8 17.5

22

Free from poliHcal interest 20 22.5 17.2

25

Strongly Agree GENERAL Strongly Agree INFORMED

Communication at the Center of Trust

Across the board, communication is seen as a very important trust driver. An overwhelming
majority of the respondents say it is very important for Government, Businesses, NGOs, and the
Media to communicate to its stakeholders.

6 of 10 Filipinos need to see/hear/read information about the Government, Business sector, and
NGOs two to three times before they believe it, while about a third of the respondents say they
must see/hear/read information about the Media or the Academe twice to believe it. In the case
of the Church, respondents say they need to see/hear/read information about it only once.
Television is the most common source of information for over 99% of both the general and
informed publics, followed by the radio at 60% (general public) and 63% (informed public). The
internet is the 3rd usual source of information for the informed public.

Usual Sources of Information

RESPONDENTS 1200 RESPONDENTS 600

% %

TELEVISION TELEVISION
99.3 99.2

RADIO RADIO
60.1 63.2

TABLOID INTERNET
37.9 62.7

INTERNET TABLOID
35.8 51.2

BROADSHEET BROADSHEET
15.2 25.8

MAGAZINES MAGAZINES
6.4 10.2

GENERAL PUBLIC INFORMED PUBLIC

Television remains to be the most trusted source of information about the Government,
the Business sector, NGOs, and the Media. For information about the Church and Academe,
colleagues, families, and friends were the 2nd most trusted after television. Online media such
as social networking sites, websites, and online news sites are more trusted by the informed
public than the general public.

GNIDNATSREDNU
Who are considered credible persons to give information about the institutions? The media and
leaders of organizations are considered most credible sources of information about the
EPACSDNAL TSURT EHT
Government and Business sector. For information about the Media, NGOs, Church, and the
Academe, on-the-ground stakeholders are seen as more credible sources of information from
rather than the leaders of the institutions. These include volunteers for NGOs; priests, imams,

Academe.
SENIPPILIHP EHT NI
and pastors for the Church; broadcasters and reporters for the Media; and teachers for the
4 1 0 2

Informed Public: Media trusted to give credible information about

Government, Business, and NGOs; Leaders not always the most trusted
23
21
20 20
18 18 18
16 16
15
13
12

Media Leader Church Expert CEO Media Expert Employee Media Volunteers Leader Expert
rep

GOVERNMENT BUSINESS NGOs

Informed Public: Front liners are more trusted to give credible

information about the Media, Church, and Academe
34 32
30
28
27 25
24

14
12
12
7
4

Broadcaster Reporter Editor Owner/ Priest/ Leader Religious Colleague, Teacher DepEd/ Leader Colleague,
Leader Pastor/ groups family, Ched family,
Imam friend friend

MEDIA CHURCH ACADEME

EON The Stakeholder
Relations Firm
The Benchmark in
Transformative Communication

EON has been in operation since 1998 providing

business communication consultancy to top
global and local brands from various sectors
and industries that include energy,
transportation and automotive, mining,
consumer, motoring, utilities, finance, food and
beverage, technology, health, education as well
as multilateral organizations, government and
nonprofit among others.

It specializes in deploying communication

programs that help organizations build
mutually beneficial trust-based relationships
with its stakeholders in the Philippines. This is
EONs guiding principle in executing
communication services such as government
relations and public affairs, risk and crisis
management, policy advocacy, grassroots
communications and community relations,
advocacy and CSR, marketing communication,
brand building, media relations, activations and
digital. EON is the Philippine affiliate of
Edelman, the worlds largest PR firm.

asean

The Southeast Asia The only Philippine firm SME award recipient Top 50 Most Influential People in Most Promising Entrepreneurship
Consultancy of the Year in the Top 250 PR firms for Growth and Employment PRWeeks Asia Power List Award - Junie del Mundo, EON CEO
in the world - Junie del Mundo, EON CEO

An affiliate of Edelman
www.eon.com.ph
www.eon.com.ph/philippinetrustindex