A new survey by mext Consulting and Australia Online Research (AOR) with 1346 Australians looked at the strength of Australian communities at a grassroots level. The study confirmed the critical importance of community trust and used HuTrust®, a global tool to analyse trust to look into the drivers of trust.
“Considering the constant talk about community building we were surprised at the low levels of trust. Only 50% of respondents reported trust for their local community, 14% showed active distrust and only 15% highly trust their community.” says mext MD Stefan Grafe.
“The study shows that this lack of trust has a substantially negative impact on peoples’ attitudes and behaviours. Those who highly trust their community are 200% more likely to help their neighbours, report offences and volunteer in their community than the average. When it comes to keeping money in the local community high trusters have a 33% higher propensity to shop locally, are almost twice as likely to consider investing in property locally. When it comes to council decisions, 24% of high trusters generally support council compared to the average of 10%. Therefore there is an adverse effect on our community strength of having only every 2nd Australian trust and only 15 in 100 highly trust their communities.”
The HuTrust® analysis splits trust into its six facets:
· Trust in community stability
· Trust in good future development
· Trust in an appealing relationship
· Trust in deriving a benefit
· Trust in an appealing vision
· Trust in competence.
The study found that respondents scored all 6 facets well below the trust threshold of 7 - meaning on average residents don't trust for any of the facets. By far the worst facets of trust are trust in deriving a benefit and trust in an appealing vision - scoring precariously close to distrust at 5.6 and 5.8 respectively.
“It is clear from this that community focused organisations fail to connect with their constituency - and miss out on the benefits of high trust of their residents.” says Grafe. “The HuTrust® analysis shows that Australians don’t see a benefit from their community and certainly don't see that there is an appealing vision for their community - a result that is likely to have ramifications at every level of society and government.”
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| Analysing the trust drivers and inhibitors for communities and their local councils.
Download the free report here.
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After an international career as head of creative and strategy for the BBDO and Bates marketing networks in Europe, Asia and Australia Stefan founded mext as a management consultancy to help clients achieve substantial growth by better connecting with their customers.
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