New Zealand’s Most Trusted in 2012 Revealed

New Zealand’s Most Trusted in 2012 Revealed
...as Well as Those We’ve Lost Faith in

There’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.

In 2011 his team won the coveted Webb Ellis Trophy, now in 2012 All Blacks Captain Richie McCaw has won the title of New Zealand’s Most Trusted Person.

Food writer Alison Holst took out the second spot, followed by businessman and charity worker ‘the Mad Butcher”; Peter Leitch.

The eighth 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.

NEW ZEALAND’S MOST TRUSTED: Richie McCaw, All Blacks’ captain (1); Alison Holst, food writer (2); Peter Leitch, businessman, charity worker (3); John Kirwan, former All Black, depression awareness spokesperson (4); Willie Apiata VC, soldier (5), Peter Snell, former athlete, scientist (6); Kevin Milne, former TV host. consumer advocate (7); Sarah Ulmer, cyclist (8); Jim Hickey, TV weather presenter (9); Judy Bailey, TV presenter, charity worker, and Colin Meads, former All Black (equal 10).

AT THE TAIL OF THE FIELD: While the survey looks at the ‘most trusted’ ranking, those who failed to generate support also make for interesting reading. As in previous years, politicians make up the bulk of the tail end, but there are some new names for 2012: Peter Whittall, Pike River Coal CEO (90); Pita Sharples, Minister of Maori Affairs (91); Michael Fay, businessman (92); Gerry Brownlee, Canterbury Earthquake Recovery Minister (93); Tariana Turia, Maori Party co-leader (94); Michael Laws, former Wanganui Mayor; (95); Winston Peters, New Zealand First leader (96); Douglas Graham, former politician (97); Kim Dotcom, internet entrepreneur (98); Hone Harawira, Mana Party leader (99); Brian Tamaki, church leader (100).

SPORTSPEOPLE ON TOP: This year – an Olympic year – it is perhaps promising to see 10 sporting figures in the top 20, including gold medal hopeful Valerie Adams at number 12.

ENTERTAINING NAMES: A wide range of familiar actors, directors, singers and comedians make appearances on the list: Peter Jackson, (12); Sam Neill, (28), Rhys Darby (39); The Topp Twins (40); Robyn Malcolm (41); Kiri Te Kanawa (46); Bret McKenzie (54); Jemaine Clement (60).

In a separate poll of professions conducted for Reader’s Digest, fire-fighters were voted the most trusted, followed by paramedics and rescue volunteers. Door to door salespeople and telemarketers trailed the list.

The specially commissioned 2012 Reader’s Digest Trust Survey was undertaken by independent research firm Catalyst Consultancy & Research. It was conducted in two rounds, to determine who has caught the public imagination in the last year, and then to calculate rankings. A representative cross-section of more than 600 people rated how much they trusted a list of 100 well-known New Zealanders, on a scale of one-to-ten.
They were also asked to rate 40 professions.


The July 2012 issue of New Zealand Reader’s Digest includes the full list of results and analysis, as well as an interview with Richie McCaw.

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