New Zealand's Most Trusted In 2011 Revealed As Well As Those We've Lost Faith In
There's a new leader in the annual Reader's Digest Most Trusted list - and a trifecta for scientists in the top three -
released today in the July issue of Reader's Digest New Zealand.
The seventh annual Reader's Digest Trust Survey reveals the findings from a national poll conducted by a leading
independent research company that reveals the people we believe in ... and those we don't.
Rising from number 13 on the 2010 list, Sir Ray Avery; scientist, inventor, and 2010 New Zealander of the Year took out
the top spot that Corporal Bill Apiata held for three years prior. He is followed by Chief Science Advisor to the Prime
Minister Sir Peter Gluckman (44th in 2010) and Sir Paul Callaghan, physicist (40th in 2010). The three lead a very
different top 10 to the results of last year, with none of 2010's top places retaining their ranks.
NEW ZEALAND'S MOST TRUSTED: Sir Ray Avery, scientist, inventor, New Zealander of the Year 2010 (1); Sir Peter Gluckman,
Chief Science Advisor to the Prime Minister (2); Sir Paul Callaghan, physicist and New Zealander of the Year 2011 (3);
The Hon. Justice Helen Winkelmann, Chief High Court Judge (4); Roger Hall, film, TV and theatre actor, playwright (5);
Bret McKenzie, comedian, actor, and musician (6); Denise L'Estrange-Corbet, fashion designer (7); Jemaine Clement,
comedian, actor, and musician (8); Simon Gault, celebrity chef and MasterChef judge (9); Tony Kokshoorn Grey District
Mayor (10).
AT THE TAIL OF THE FIELD: While the survey looks at the 'most trusted' ranking, those who failed to generate support
also make for interesting reading. At the tail of the list were several politicians ... not promising for an election
year: The Rt. Hon. John Key, current Prime Minister (90); Paul Holmes, broadcaster (91); Paul Henry, journalist, radio
and TV presenter (92); Jim Anderton, Progressive Party leader (93); The Hon. Bill English, Deputy Prime Minister (94);
The Hon. Pita Sharples, Minister of Maori Affairs (95); The Hon. Phil Goff, Labour Party leader (96); The Hon. Tariana
Turia, Maori Party co-leader (97); The Rt. Hon. Winston Peters, New Zealand First leader (98); The Hon. Rodney Hide,
Minister of Local Government (99); The Hon. Hone Harawira, activist, and Member for Te Tai Tokerau (100).
BIGGEST FALLS: Figures who didn't fare as well in 2011 included Sir Peter Jackson, who fell from 6th equal last year to
74th place, and All Blacks captain Ritchie McCaw, who fell from 11th place to 55th - just as the country prepares for
the Rugby World Cup. Musician Dave Dobbyn dropped 41 places to number 66 this year, while New Zealand cricket captain
Daniel Vettori dropped from number 18 to 58.
ENTERTAINERS IN, SPORTSPEOPLE OUT: In 2009, eight of the top ten spots were occupied by current or former sports champs
(and five in 2010) - but this year, All White Ryan Nelsen is the highest ranking sportsperson at number 15 ... and is
only joined by Sir Brian Lochore and Brad Thorn in the top 30. Instead, with scientists rising in the ranks, many of the
top spots are occupied by entertainers such as Jemaine Clement and Bret McKenzie, who were numbers 53 and 55
respectively last year, but have risen to number 6 (McKenzie) and number 8 (Clement).
HEROES FROM CRISES: A new name on the Most Trusted list for 2011 is Tony Kokshoorn, who at number 10 earned Kiwis' trust
through his management around the Pike River mining tragedy. Christchurch Mayor Bob Parker rose 23 places to number 39
on the 2011 list after the Christchurch earthquakes.
In the poll of professions, fire-fighters were again the most trusted, followed by rescue volunteers and paramedics.
Journalists and real estate agents trailed the list.
The specially commissioned 2011 Reader's Digest Trust Survey was undertaken by independent research firm McCrindle
Research. A representative sample of 531 New Zealand adults ranked 100 well known people on a scale of one to ten. They
were also asked to rate professions.
The July 2011 issue of New Zealand Reader's Digest includes the full list of results and analysis from social
commentator and Director of Research New Zealand, Emanuel Kalafatelis.