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Who do we trust most? 2005 winners and losers

Who do we trust most?

2005 winners and losers

New Zealand's most trusted individual is Sir Edmund Hillary, according to the annual Reader's Digest trust survey, released today.

Our top most trusted individuals, a new category which ranks 50 well-known New Zealanders, have one common trait - humility - while those at the lower end of the scale are perceived to be motivated by self interest.

Sportspeople fare the best taking eight of the top ten places. Sir Edmund Hillary and Sarah Ulmer took first and second places, Caroline and Georgina Evers-Swindell were fourth, Colin Meads was fifth, Peter Snell sixth, Hamish Carter seventh, Irene Van Dyk eighth and Barbara Kendall ninth.

Stars of the small and large screen also featured in this category with film-director Peter Jackson placed third and celebrity chef and author Alison Holst at tenth. At the other end of the scale, Rachel Hunter was ranked at 45, Suzanne Paul 46, Russell Crowe 47 and Paul Holmes 48.

Politicians, who have ranked bottom of the profession category every year, took the bottom two places in this year's new individuals category with Winston Peters at 49 and Don Brash at 50. Prime Minister Helen Clark did slightly better, placed at 43.

Fire fighters, our most trusted profession for three of the last five years, are the top profession for 2005.

Newcomers to the profession list were mothers, who were placed fourth most trusted and fathers who came in at eighth place. Second were ambulance officers, with nurses at third and pilots our fifth most trusted profession.

Food, whitegoods and pain relief products made up our top most trusted brands with Cadbury placed first, followed by Tip Top, Sanitarium and Fisher & Paykel while Heinz Watties and Panadol shared fifth place.

Home loans and credit cards have a way to go in the trust stakes with the bottom five of the104 brands surveyed being Mike Pero at 100, followed by American Express, Diners Club, Mortgage Choice and Wizard Home Loans.


The Reader's Digest Trust survey is now in its fifth year. This year the survey was conducted on-line. The Leading Edge, an Australian research company, surveyed a statistically representative sample of 501 adult New Zealanders, between 23 February and 3 March 2005.

New Zealand Personalities
Name
Rank
Sir Edmund Hillary (mountaineer, ambassador)
1
Sarah Ulmer (cyclist)
2
Peter Jackson (film director)
3
Caroline and Georgina Evers-Swindell (rowing)
4
Colin Meads (All Black)
5
Peter Snell (runner)
6
Hamish Carter (tri-athlete)
7
Irene Van Dyk (Netball)
8
Barbara Kendall (board sailing)
9
Alison Holst (cooking)
10
Dame Kiri Te Kanawa (musician)
11
Dame Susan Devoy (squash)
12
Tim and Neil Finn (musicians)
13
Sir Richard Hadlee (cricket)
14
Greg Murphy (motor racing)
15
Dame Sylvia Cartwright (Governor General)
16
Tana Umaga (All Black)
17
Sam Neill (Actor)
18
Stephen Fleming (cricket)
19
Buck Shelford (All Black)
20
Stacey Jones (Rugby league)
21
Judy Bailey (media)
22
Dame Sian Elias (Chief Justice)
23
Stephen Tindall (businessman, philanthropy)
24
John Campbell (media)
25
Lucy Lawless (actor)
26
Sir Howard Morrison (musician)
27
Lana Coc-Kroft (media)
28
Grant Dalton (sailing)
29
Tab Baldwin (basketball coach)
30
Temuera Morrison (actor)
31
Alan Duff (author)
32
Graham Henry (rugby coach)
33
Tim Shadbolt (Mayor)
34
Susan Wood (media)
35
Raybon Kan (comedian)
36
Dick Hubbard (Mayor)
37
Jonah Lomu (All Black)
38
Mark Todd (equestrian)
39
Sam Hunt (poet)
40
Geoff Robinson (media)
41
Mark Ellis (media)
42
Helen Clark (politician)
43
Kim Hill (media)
44
Rachel Hunter (model)
45
Suzanne Paul (business women)
46
Russell Crowe (actor)
47
Paul Holmes (media)
48
Winston Peters (politician)
49
Don Brash (politician)
50

New Zealand Professions
Profession
Rank
Fire fighters
1
Ambulance officers
2
Nurses
3
Mothers
4
Pilots
5
Doctors
6
Pharmacists
7
Fathers
8
Teachers
9
Judges
10
Police officers
11
Childcare providers
12
Bus/train drivers (public transport)
13
Chiropractors
14
Builders
15
Religious ministers/priests
16
Accountants
17
Life coaches
18=
Domestic cleaners
18=
Bartenders
18=
Lawyers
21
Mortgage brokers
22
Taxi drivers
23
CEOs
24
Stockbrokers
25
Journalists
26
Real estate agents
27
Psychics
28
Car salesmen
29
Politicians
30

Most Trusted Brands
* denotes first in category
BRAND
RANK
Cadbury * (Food)
1
Tip Top
2
Sanitarium
3
Fisher & Paykel * (Whitegoods)
4
Heinz Watties
5=
Panadol * (Personal care)
5=
Colgate
7
Griffin's
8
Sony * (Electronics)
9
Panasonic
10
Pak'N'Save * (Retailers)
11
Schweppes * (Soft drinks)
12
Nestle
13
Nurofen
14
Maggi
15
Nokia * (Mobile phones)
16
Mitre 10
17
Kellogg's
18
Subway * (Fast foods)
19
Air New Zealand * (Airlines)
20=
Phillips
20=
Gillette
22
Palmolive
23
Arnotts
24
Mercedes Benz * (Cars)
25
Toyota
26
Macleans
27
BMW
28
Farmers
29
Visa * (Credit cards)
30=
Vodafone * (Telecommunications)
30=
TV3 News * (TV news)
32=
Countdown
32=
Qantas
34=
Hewlett-Packard * (Computers)
34=
One Network News
36=
New World
36=
Dove
38
Coca-Cola
39=
The Warehouse
39=
Greggs
41=
PlaceMakers
41=
Continental
43
Nissan
44
Jaguar
45
Hubbard's
46
Holden
47
Woolworths
48
Audi
49
Sony Ericsson
50
Volvo
51
MasterCard
52=
Foodtown
52=
Rexona
54
Ford
55=
Sunsilk
55=
Olay
57
L'Oreal
58
Kmart
59
Honda
60
Briscoes
61
Simpson
62=
Westinghouse
62=
Mitsubishi
64
Kiwi Bank * (Banks)
65
ASB
66
Volkswagen
67
TelstraClear
68
Pantene
69=
Subaru
69=
Lexus
71
Harvey Norman
72=
Compa
q72=
Chrysler/Jeep
74
Pizza Hut
75
Telecom
76
National Bank of New Zealand
77=
Samsung
77=
Saab
79
Apple
80
Burger King
81
Prime News
82
Sky News
83=
Smith City
83=
Clairol
83=
Dell
86
LG
87
Avon
88
Whirlpool
89
Bank of New Zealand
90
Westpac Bank
91
Pepsi
92=
Alcatel
92=
Hyundai
94=
Origin Pacific
94=
Dominos
96
KFC
97
ANZ Bank
98
McDonalds
99
Mike Pero Mortgages * (Home loans)
100
American Express
101
Diners Club
102
Mortgage Choice
103
Wizard Home Loans
104

ENDS

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