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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.
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
2 0 1 4 IN THE PHILIPPINES 53
45
33
22
11
13
12
10
9
7
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.
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
Government
Business
SENIPPILIHP EHT NI NGOs
2012
Media
2014
Church
Academe
Government
Business
NGOs
2012
Media
4 1 0 2
2014
Church
Academe
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.
Tv Networks Radio Newspapers Magazines Online news Social media Blogs Tv Networks Radio Newspapers Magazines Online news Social media Blogs
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.
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.
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
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
OP
Cabinet
Local
SC
Senate
RTC
House
OP
Cabinet
Local
SC
Senate
RTC
House
Government
Government
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.
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
GNIDNATSREDNU
The urban population is more trusting of NGOs that advocate labors welfare, housing and
community building, migrant workers, and women.
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
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.
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
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
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.
% %
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
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
Media
Leader
Church
Expert
CEO
Media
Expert
Employee
Media
Volunteers
Leader
Expert
rep
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
asean
The Southeast Asia The only Philippine firm SME award recipient Top 50 Most Influential People in Most Promising Entrepreneurship
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