A new poll into the most trusted professions is all bad news for adland, with advertising executives voted the least trusted profession in Australia.
The global poll by market research firm Ipsos and called the Global Trust in Professions survey found that only eight per cent of those surveyed agreed that ad execs could be trusted. A further 55 per cent voted them as untrustworthy leaving the profession on the bottom of the trustworthy list.
It wasn’t great news for journalists either, the profession voted the sixth least trustworthy profession in Australia with just 17 per cent of respondents agreeing they could be trusted.
Doctors held Australia’s most trusted job, with 69 per cent agreeing they could be trusted. Followed by scientists (62 per cent) and teachers (60 per cent). Check out Australia’s most/least trustworthy professions in the chart below:
The Ipsos Global Trust in Professions survey, completed online by adults aged 16-74 in 22 countries including Australia, showed that while the most trustworthy profession varies across the countries covered, there is greater agreement on the professions considered to be untrustworthy. In all countries polled, politicians are seen as the most untrustworthy profession – globally, two thirds of the public consider politicians generally to be untrustworthy (67 per cent) and almost six in 10 say the same about government ministers (57 per cent).
Australia is one of only nine countries that had a positive score on the Global Trustworthiness Index. The Index looks at the net trust score (the difference between the proportion considering a profession trustworthy and the proportion considering a profession untrustworthy).
When it came to the global results, scientists were voted as the most trusted profession and politicians came last. Globally, ad executives were the third least trusted profession with only 13 per cent of respondents agreeing ad makers could be trusted. Check out the global table below:
Commenting on the findings, David Elliott, director, Ipsos Australia Social Research Institute, said: “It has been said that we are losing faith in experts. This study shows that in fact, scientists are held in high esteem both here and in Australia.
“The high levels of trust placed in many professions of crucial importance to our society are encouraging as they indicate that we don’t think society is completely broken. We still have a lot of trust in many important professions, like doctors, teachers, the armed forces and the police. What is more concerning for us as a society are the low levels of trust in politicians, government ministers, bankers, journalists, clergy/priests and business leaders.
“Encouragingly for my colleagues and industry, while pollsters sit at the bottom on trustworthiness this looks to be more a result of many being undecided rather a strong sense of untrustworthiness. When we look at the proportions indicating a profession is untrustworthy, pollsters soar to 8th position as the most untrustworthy well behind politicians, government ministers, advertising executives, bankers, clergy/priests, journalists and lawyers.”
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]