Media Release
EMBARGOED until 5am Thursday 20 June 2013
New Zealand’s Most Trusted In 2013 Revealed
...And Those We Struggle to Believe In
here’s a new leader in the annual Reader’s Digest Most Trusted list released today in the July issue of Reader’s Digest
New Zealand.
Make no mistake, New Zealand is a sports-focussed nation, with Kiwis increasingly in awe of our sporting champions.
The winner of the annual Reader’s Digest Most Trusted person is Sir John Kirwan. Sir John beat Willie Apiata VC (2) and
took the trophy from last year’s winner, Richie McCaw (3).
Kiwi sports heroes make up nearly half of the top 20 most trusted New Zealanders. Sir Peter Snell (7) and Sarah Ulmer
(10) make the top ten, while Olympic gold medallist Valerie Adams and All Black star Dan Carter place 12th and 13th
respectively.
At the other end of the spectrum, Sonny Bill Williams, New Zealand’s rugby/boxing/league star, is the lowest ranked
sportsperson at 91st place out of 100, slipping further down the ranks from his 85th place last year.
The ninth annual Reader’s Digest Trust Survey reveals the findings from a national poll conducted by a leading independent research company that reveals the people
and professions we believe in – and those we don’t.
Ø WHAT IS TRUST? – When it comes to trust, there are a number of key traits that Kiwis expect to see. The annual poll found that to be
trustworthy you need to be dependable and responsible, factors that placed first equal in the rankings. We also respond
well to people who are inspiring, hardworking, humble, intelligent, courageous, kind, have a sense of humour and those
who are generous.
Ø NEW ZEALAND’S MOST TRUSTED – John Kirwan, former All Black, depression awareness spokesperson (1); Willie Apiata VC, soldier (2); Richie McCaw,
All Blacks’ captain (3); Alison Holst, food writer (4); Judy Bailey, TV presenter, charity worker (5); Peter Leitch,
businessman, charity worker (6); Peter Snell, former athlete, scientist (7); Jerry Mateparae, Governor-General (8);
Kevin Milne, former TV host. consumer advocate (9); Sarah Ulmer, cyclist (10).
Ø OUR POLITICAL LEADERS – A number of politicians failed to generate support and make up a large portion of the tail end. Gerry Brownlee,
Canterbury Earthquake Recovery Minister (95); Michael Laws, former Wanganui Mayor; (96); Winston Peters, New Zealand
First leader (97); John Banks, politician, former Mayor of Auckland (99); Hone Harawira, Mana Party leader (99).
In a battle between Mayors, the survey also revealed that Tim Shadbolt (53) inched out Bob Parker (56) to take the spot
of most trusted Mayor in the country. Former Prime Minister, Helen Clark is fondly remembered as a trusted public
figure, placing 57th, while our current leader, John Key takes 80th place.
Ø ENTERTAINING NAMES – A wide range of familiar directors, singers and comedians make appearances on the list: Peter Jackson (18); Hayley
Westenra (25); Neil Finn (33); Dave Dobbyn (35); Rhys Darby (43); Kiri Te Kanawa (46); The Topp Twins (48).
Ø PROFESSIONS – As well as ranking New Zealand’s most trusted high profile people, the annual Reader’s Digest Trust Survey also reveals those professions that we regard as highly trustworthy. Rising from second place last year, paramedics
joined firefighters and were voted the most trusted, placing first equal, followed by rescue volunteers (3). Nurses and
pilots placed 4th and 5th, respectively. Door-to-door salespeople and telemarketers trailed the list.
Ø HOW THE SURVEY WAS DONE – The 2013 Reader’s Digest Trust Survey was conducted by independent research firm Catalyst Consultancy & Research. It was carried out in two stages. The first survey determined who had caught the public imagination in the
last year. The second survey rated how the top 100 were trusted on a scale of one-to-ten. Both stages were carried out
using a representative cross-section of more than 600 people.
The July 2013 issue of New Zealand Reader’s Digest includes the full list of results and analysis, as well as an
interview with Sir John Kirwan.
ENDS