General Public: Trusting Optimists Read more about who the Trusting Optimists are

Trusting Optimists rate pharmaceutical companies operating in the UK higher than average across all the attributes that fall into the “Reliable and Responsible” driver of trust. Overall, they trust the sector and give it the benefit of the doubt. They tend to believe that the sector has high ethical standards, is transparent about clinical trials, provides access to medicines and minimises its environmental impact. This converts into higher than average scores across all KPIs (although lower than among Supporters), but they only have average knowledge and perceptions of the sectors’ performance in detail.

Legend

higher_than_average

Average

Lower_than_average

Reliable & Responsible

higher_than_average

Are reliable and keep their promises

higher_than_average

Are good at what they do

higher_than_average

Behave resonsibly

higher_than_average

Are open and transparent

higher_than_average

Are well led

higher_than_average

Have my best intrest at heart

higher_than_average

Share my values

Science & Innovation

Neutral

Produce effective medicines

Neutral

Ensure the medicines are safe

Neutral

Communicate possible side effects

Neutral

Invest into research of new medicines

Neutral

Use the latest, cutting-edge technology

Neutral

Produce medicine that people need

Neutral

Leading in discovering medicines

Ethics and Transparency

higher_than_average

High ethical standard

higher_than_average

Transparent clinical trial result

Neutral

Transparent medicine pricing

Neutral

Price medicines fairly

higher_than_average

Ensure access to medicine

higher_than_average

Minimise the environmental impact

Neutral

Focus on patients needs

Neutral

Contribution to society

Good Employer/Citizen

Neutral

Treat their employees fairly

Neutral

Provide good jobs for people

Neutral

Employ highly skilled staff

Neutral

Finincial contribution to the economy

Neutral

Create lots of jobs in the UK

Reputation Key Performance indicators

Trusting Optimists

Total

Demographics & habits

This group is more likely to be older (55-75) than the sample as a whole. They have an interest in world issues and events and enjoy discussing these with friends and family and share their opinions on social media. They seek out information about the sector more than the national profile and say that people often ask for their opinions. They are more likely to seek out information using multiple sources, including printed newspapers such as the Daily Mail and local ones. They are more likely to say they would get the COVID-19 vaccine if it were available than the public as a whole.

Gender

Age

Region

Source of information

Readership

Attitudes

higher_than_average

Share my opinions on topical issues with my family or friends

higher_than_average

I am active on social media sharing my ideas and views

higher_than_average

I have a lot of friends, contacts or followers via social media

higher_than_average

I take a genuine interest in world issues and event

higher_than_average

People often seek out my opinion or advice

higher_than_average

I discuss pharma issues with family /friends

higher_than_average

I seek out information on the pharma industry

higher_than_average

If a vaccine for COVID-19 were available, I would get vaccinated

Last modified: 21 August 2023

Last reviewed: 21 August 2023