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New Zealand's Most Trusted In 2011 Revealed

[Full lists attached and below.]

New Zealand's Most Trusted In 2011 Revealed As Well As Those We've Lost Faith In

There's a new leader in the annual Reader's Digest Most Trusted list - and a trifecta for scientists in the top three - released today in the July issue of Reader's Digest New Zealand.

The seventh annual Reader's Digest Trust Survey reveals the findings from a national poll conducted by a leading independent research company that reveals the people we believe in ... and those we don't.

Rising from number 13 on the 2010 list, Sir Ray Avery; scientist, inventor, and 2010 New Zealander of the Year took out the top spot that Corporal Bill Apiata held for three years prior. He is followed by Chief Science Advisor to the Prime Minister Sir Peter Gluckman (44th in 2010) and Sir Paul Callaghan, physicist (40th in 2010). The three lead a very different top 10 to the results of last year, with none of 2010's top places retaining their ranks.

NEW ZEALAND'S MOST TRUSTED: Sir Ray Avery, scientist, inventor, New Zealander of the Year 2010 (1); Sir Peter Gluckman, Chief Science Advisor to the Prime Minister (2); Sir Paul Callaghan, physicist and New Zealander of the Year 2011 (3); The Hon. Justice Helen Winkelmann, Chief High Court Judge (4); Roger Hall, film, TV and theatre actor, playwright (5); Bret McKenzie, comedian, actor, and musician (6); Denise L'Estrange-Corbet, fashion designer (7); Jemaine Clement, comedian, actor, and musician (8); Simon Gault, celebrity chef and MasterChef judge (9); Tony Kokshoorn Grey District Mayor (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. At the tail of the list were several politicians ... not promising for an election year: The Rt. Hon. John Key, current Prime Minister (90); Paul Holmes, broadcaster (91); Paul Henry, journalist, radio and TV presenter (92); Jim Anderton, Progressive Party leader (93); The Hon. Bill English, Deputy Prime Minister (94); The Hon. Pita Sharples, Minister of Maori Affairs (95); The Hon. Phil Goff, Labour Party leader (96); The Hon. Tariana Turia, Maori Party co-leader (97); The Rt. Hon. Winston Peters, New Zealand First leader (98); The Hon. Rodney Hide, Minister of Local Government (99); The Hon. Hone Harawira, activist, and Member for Te Tai Tokerau (100).

BIGGEST FALLS: Figures who didn't fare as well in 2011 included Sir Peter Jackson, who fell from 6th equal last year to 74th place, and All Blacks captain Ritchie McCaw, who fell from 11th place to 55th - just as the country prepares for the Rugby World Cup. Musician Dave Dobbyn dropped 41 places to number 66 this year, while New Zealand cricket captain Daniel Vettori dropped from number 18 to 58.

ENTERTAINERS IN, SPORTSPEOPLE OUT: In 2009, eight of the top ten spots were occupied by current or former sports champs (and five in 2010) - but this year, All White Ryan Nelsen is the highest ranking sportsperson at number 15 ... and is only joined by Sir Brian Lochore and Brad Thorn in the top 30. Instead, with scientists rising in the ranks, many of the top spots are occupied by entertainers such as Jemaine Clement and Bret McKenzie, who were numbers 53 and 55 respectively last year, but have risen to number 6 (McKenzie) and number 8 (Clement).

HEROES FROM CRISES: A new name on the Most Trusted list for 2011 is Tony Kokshoorn, who at number 10 earned Kiwis' trust through his management around the Pike River mining tragedy. Christchurch Mayor Bob Parker rose 23 places to number 39 on the 2011 list after the Christchurch earthquakes.

In the poll of professions, fire-fighters were again the most trusted, followed by rescue volunteers and paramedics. Journalists and real estate agents trailed the list.

The specially commissioned 2011 Reader's Digest Trust Survey was undertaken by independent research firm McCrindle Research. A representative sample of 531 New Zealand adults ranked 100 well known people on a scale of one to ten. They were also asked to rate professions.

The July 2011 issue of New Zealand Reader's Digest includes the full list of results and analysis from social commentator and Director of Research New Zealand, Emanuel Kalafatelis.

Download full details here (PDF)


1. Sir Ray Avery, scientist, inventor, New Zealander of the Year 2010
2. Sir Peter Gluckman, Chief Science Advisor to the Prime Minister
3. Sir Paul Callaghan, physicist, New Zealander of the Year 2011
4. The Hon. Justice Helen Winkelmann Chief High Court Judge
5. Roger Hall, film, TV and theatre actor, playwright
6. Bret McKenzie, comedian, actor, musician
7. Denise L’Estrange-Corbet, fashion designer
8. Jemaine Clement, comedian, actor, musician
9. Simon Gault, celebrity chef, MasterChef judge
10. Tony Kokshoorn, Grey District Mayor
11. Lt. Gen. Jerry Mataparae, Governor-General designate
12. Jay-Jay Feeney, morning radio host for The Edge FM
13. Nigel Latta, psychologist, host of The Politically Incorrect Parenting Show
14. Cpl. Willie Apiata, Victoria Cross recipient for bravery in Afghanistan
15. Ryan Nelsen, All Whites captain
16. Kim Hill, journalist, presenter for Radio NZ National
17. Gareth Morgan, businessman, philanthropist, Morgan Foundation trustee
18. Jim Mora, radio broadcaster
19. Matt McCarten, union head, columnist
20. Kevin Milne, former TV presenter of Fair Go
21. Sir Brian Lochore, former All Black player and coach
22. Garth McVicar, Sensible Sentencing Trust spokesman
23. Margaret Mahy, award-winning children’s author
24. Peter Williams, sportswriter, TV presenter
25. Annabel Langbein, celebrity chef, TV presenter
26. The Rt. Hon. Sir Anand Satyanand, 19th Governor-General
27. Dame Malvina Major, opera singer
28. Leighton Smith, talkback host on NewstalkZB radio
29. Te Radar, comedian, filmmaker, TV host of Radar’s Patch
30. Brad Thorn, All Blacks player
31. Michael Jones, former All Blacks player
32. Rhys Darby, actor, comedian
33. Ruben Wiki, former rugby league player
34. Sir Peter Snell, three-time Olympic athletics gold medallist
35. Dame Susan Devoy, former squash player, charity worker
36. Scott Dixon, race car driver
37. Sir John Walker, Olympic athletics gold medallist
38. Dame Alison Holst, food writer, celebrity chef
39. Bob Parker, Christchurch Mayor
40. Colin Meads, former All Black, NZ Player of the Century
41. Sarah Ulmer, Olympic track cycling gold medallist
42. Louise Nicholas, rape victim advocate
43. Rob Fyfe, CEO Air New Zealand
44. Graeme Hart, businessman
45. Peta Mathias, chef, author, broadcaster
46. Hayley Westenra, singer/ songwriter, UNICEF ambassador
47. Jo Seager, celebrity chef
48. John Kirwan, former All Black, mental illness spokesperson
49. Mike McRoberts, journalist, presenter of 60 Minutes
50. Pete Bethune, conservationist, alternative fuel advocate
51. Irene van Dyk, former netball world champion
52. Greg Murphy, race car driver
53. Simon Barnett, TV and radio host
54. Valerie Adams (Vili), Olympic shot-put gold medallist
55. Richie McCaw, current All Blacks captain
56. Robyn Malcolm, award-winning film and TV actor
57. Sir Richard Hadlee, former cricketer, ICC Hall of Famer
58. Daniel Vettori, New Zealand cricket captain
59. Sir Peter Leitch, businessman, charity worker, “The Mad Butcher”
60. Tana Umaga, former All Black
61. Jim Hickey, TV weatherman
62. Joe Karam, former All Black, entrepreneur
63. Simon Dallow, journalist, presenter of One News
64. A.J. Hackett, tourism entrepreneur, bungy jumping pioneer
65. Sir Stephen Tindall, founder of The Warehouse retail stores
66. Dave Dobbyn, musician
67. Sam Neill, award-winning actor
68. Peter Whittall, Pike River Coal CEO
69. Howard Broad, New Zealand Commissioner of Police
70. Alan Bollard, governer of the Reserve Bank of NZ
71. Dick Hubbard, former Auckland City Mayor, founder of Hubbard Foods
72. Marcus Lush, TV and radio host
73. The Topp Twins, entertainers, breast cancer activists
74. Sir Peter Jackson, director, screenwriter, three-time Oscar winner
75. Sir Bob Jones, businessman
76. Graham Henry, All Blacks coach
77. Dame Kiri Te Kanawa, opera singer
78. Mark Sainsbury, Close Up host
79. Russel Norman, Green Party co-leader
80. Len Brown, Auckland Mayor
81. Tim Shadbolt, Invercargill Mayor
82. Allan Hubbard, financier
83. Sir Michael Hill, jeweller, entrepreneur, philanthropist
84. The Rt. Hon. Lockwood Smith, Speaker of the House of Reps
85. The Rt. Hon. Helen Clark, former Prime Minister
86. Keisha Castle-Hughes, actor, Oscar nominee for Whale Rider
87. Rachel Hunter, model, actor
88. John Campbell, TV presenter, host of Campbell Live
89. Marc Ellis, former All Black and rugby league player, businessman
90. The Rt. Hon. John Key, 38th and current Prime Minister
91. Paul Holmes, broadcaster
92. Paul Henry, journalist, radio and TV presenter
93. Jim Anderton, Progressive Party leader
94. The Hon. Bill English, Deputy Prime Minister
95. The Hon. Pita Sharples, Minister of Maori Affairs
96. The Hon. Phil Goff, Labour Party leader
97. The Hon. Tariana Turia, Maori Party co-leader
98. The Rt. Hon. Winston Peters, New Zealand First leader
99. The Hon. Rodney Hide, Minister of Local Government
100. The Hon. Hone Harawira, activist, Member for Te Tai Tokerau


1. Firefighters
2. Rescue
3. Paramedics
4. Pilots
5. Nurses
6. Medical specialists
7. Pharmacists
8. Veterinarians
9. Armed Forces
10. GPs
11. Police
12. Teachers
13. Scientists
14. Farmers
15. Childcare workers
16. Judges
17. Bus/train/tram drivers
18. Chefs
19. Dentists
20. Psychologists/counsellors
21. Hairdressers
22. Plumbers
23. Waiters
24. Mechanics
25. Builders
26. Cleaners
27. Shop assistants
28. Religious ministers
29. Charity collectors
30. Bankers
31. Accountants
32. Taxi drivers
33. Tow truck drivers
34. CEOs
35. Financial planners
36. Lawyers
37. Celebrities
38. Journalists
39. Real estate agents

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