The annual Reader’s Digest trust survey surfaced this week, with some surprising results concerning who and what brands New Zealanders trust, and who we want our children to be.
First things first, customer service and IT helpdesks rank in the middle (22 out of 40) as a preferred profession for our children, one spot ahead of the humble journalist. Down the bottom of the list we find car salesmen, telemarketers and real estate agents. According to the study, these vocations are less desirable for our offspring than for them to become sex workers.
Questioned about what professions we trust, IT support again scores in the middle of the list (23 out of 40), with politicians right at the bottom of trusted professionals, just behind car salesmen and telemarketers. Again sex workers score better than these three.
On the list of trusted companies, Sony scores a ranking of nine overall. The company was also the number one trusted electronics supplier. Vodafone took the top award for telecommunications at 34, while HP took the honours in the computer category, listed as the 41st most trustworthy company in New Zealand. Compaq is the next computer vendor on the list at 67, followed by Apple at 72, Dell at 90, Acer at 98 and Lenovo 114 out of 115.
Overall, IT companies and professionals seem to be a trusted bunch in New Zealand (unlike journalists) and companies like HP has understood how to appeal to the masses.
Trust is an important thing for the bottom line, and something massive multinationals might give a bit more consideration for the future.