Who do Australians go to for Advice?

Wednesday, July 03, 2013

In fitting with the Australian culture, there is a down-to-earth 'fair-dinkum' attitude that influences who Australians trust. 

It’s the relational, more than the positional, aspects that determine who we would most likely take advice from. Such is the practical attitude that drives Australians – above all they look for experience and evidence in their advisors rather than power or position.


Where Australians go when seeking trusted advice


When choosing whom to trust for advice, Aussies are more likely to seek out a close friend, their doctor, a technical expert, an academic, and even their boss over a government leader. In fact, 1 in 4 Australians (26%) report that it is not at all likely that they would seek advice from government officials or regulators, whereas only 4% of Australians would avoid seeking advice from a close friend/family member or an experienced practitioner.

Australians receive advice from those they have a relational connection with, followed by those who have experience in a given subject matter, and those who have the skills and expertise to comment wisely. 2 in 3 Australians (67%) would be very or extremely likely to take advice from an experienced practitioner, with almost as many (64%) learning first and foremost from friends or relatives.


Most trusted when seeking advice:


    1. Family or friend 
    2. Experienced practitioner 
    3. Technical expert

Least trusted when seeking advice:


    1. Government official or regulator 
    2. CEO/Senior leader
    3. Not-for-profit body or assocation

Advice across the generations


The older the individual, the more likely they are to seek out the trusted advice of an experienced practitioner. While 62% of Gen Ys are very or extremely likely to seek out the advice of someone with experience in a field, this percentage rises to 66% for Gen Xs, 70% for Baby Boomers, and 81% for the Builder Generation.


For more information, download The Trust Report 2013


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