24 October 2001
WHO DO NEW ZEALANDERS TRUST?
The Big Winners & Losers
Firefighters are now New Zealanders’, most trusted professionals and politicians are the least trusted, according to the
second Reader’s Digest survey on most trusted brands, institutions and professions.
New Zealanders trust those professionals who put others before themselves and provide the community with a sense of
security and who are prepared to risk their own lives to save the lives of others.
A profession introduced only this year, firefighters shot to the top of the poll with a rating of 8.15 out of 10 where
10 was ‘trust completely’. Pilots came in at a close second followed by nurses, the police and the army, navy and
airforce taking fifth place.
It comes as no surprise that people have no faith in politicians who ranked right at the bottom of the 25 professions
list similar to last year’s result.
Over 30 product categories were included in this year’s survey, ten more than last year with entertainment equipment,
mobile service provider and Internet service provider as some of the additional ten.
This year, ANZ took the most trusted bank spot from last year’s winner ASB. However, in the home loan product category,
ASB was most trusted brand, slightly ahead of last year’s winner, BNZ.
Once again, Air New Zealand was voted most trusted brand for the year 2001 as it was nominated more times than any other
brand in any category.
Among the changes in this year’s results are Choysa as most preferred tea compared to last year’s winner, Bell.
Last year New World and Pac ‘n’ Save tied the supermarket category, while this year New World took the spot outright.
Making up the top five least trusted professions were marketers, trade unions, journalists and car salesmen, followed by
politicians in last place.
People are more likely to trust auto mechanics (eleventh) and accountants (fourteenth) than they do the church
(fifteenth).
Reader’s Digest surveyed New Zealanders from all walks of life to find out the professions, institutions and brands we
trust and why. All data was weighted by age, gender and area of residence using Statistic New Zealand figures to ensure
a true representation of our views.
Full survey results were announced in Wellington today (subs 24 October) at an SMEI luncheon and are published in the
November issue of Reader’s Digest.
ends
For further information:
Telephone Joanne Ruscoe or May Ho on 04 499 0873 or fax 04 499 0876
After hours please call Joanne on 025 925 733