Why Trust Matters
Social workers are there for people during some of life’s toughest moments—supporting children, families, the elderly, and others facing hardship. But for that support to work, people need to trust the person helping them. It has been shown that professions with higher public trust have more positive outcomes, and are better placed to assist people in need.
The SWRB has commissioned research into the general public’s knowledge, perceptions and trust of the profession in the new environment. A follow-up survey was completed in 2025, to compare against the baseline research from 2023 to see how things are going.
Trust is Steady
In 2025, 55% of respondents said that they have full trust and confidence in social workers, compared to 25% who said they had no trust. These numbers are similar to 2023, showing that trust in the profession is holding steady.
Social Workers are aligned with similar Professions
Trust in social workers is on par with other helping roles like counsellors, youth workers and whānau support workers, although lower than other professions such as doctors nurses and teachers.
Reasons People Give for Trust
Among those with high confidence:
- 36% said it’s because of the compassion and care social workers show.
- 24% mentioned their professionalism and training.
- 21% appreciated their dedication and work ethic.
- 21% highlighted the positive impact social workers have on communities.
Understanding Builds Trust
People who know more about what social workers do are more likely to trust them. For example, 58% of those with full trust said they understand the role well, compared to 50% of those with low trust.
Awareness of Standards may be Growing
Levels of awareness have remained consistent with 76% believing that social workers have a Code of Conduct (2023 result: 74%). 65% believe training is required (2023 result: 63%). 50% believe registration is required (2023 result:49%).
Two markers had changes from the baseline results, with more respondents believing that social workers are held accountable (64% up from 59%), though 51% believe the profession is regulated (down from 56%).
Focus on Inclusion
Trust levels vary across communities: Māori respondents were more likely to express low trust, while Asian, Middle Eastern, Latin American and African respondents were more likely to express high trust. Tailoring communication and engagement to different communities can help bridge these gaps.
Consistency and Commitment
The stability between 2023 and 2025 is a good sign.
Overall there has been no significant change in public trust since the first survey in 2023. This could be potential seen as positive in light of the drop in other professions trust.[1]The slight drop in the sense of regulation is a reminder to keep explaining what regulation means and why it matters.
The 2025 research confirms that levels of trust of social work are consistent in Aotearoa New Zealand. The public sees the heart and professionalism behind the work. With continued effort to explain, engage and listen, trust in social workers can grow even stronger—helping more people feel safe and supported when they need it most.
