Media/Social Media Billionaires Viewed the Most Negatively

• New poll studies Australians’ attitudes towards billionaires
• Majority of Australians sceptical of billionaires and 77% believe they have too much influence in politics
• Media / social media owners ranked the least favourable
  

Media and social media billionaires including Elon Musk, Rupert Murdoch and Mark Zuckerberg have been ranked the most disliked billionaires by Australians, according to a new poll by market research company DemosAU.

The poll found Australians believe billionaires have too much influence in politics (77%), they should pay more tax (81%), and that they earn their wealth at the expense of ordinary people (69%). 

When testing positive statements about billionaires the results were more mixed, leaning towards disagreement.

Just over half of all Australians (51%) disagree that billionaires should be looked up to because of their business success.

Conversely, a weak plurality (38%) agree that most billionaires have earned their wealth through hard work and smart business ideas, versus 35% who disagree. 

Australians sceptical on whether billionaires benefit society

As for the benefit to society of billionaires’ activities, a significant plurality of Australians disagreed with the statement that billionaires provide solutions to many of society’s needs and problems (43% vs 26% agree).

DemosAU Head of Research George Hasanakos said the findings showed Australians were “sceptical” of billionaires.

“Around 70 – 80% of Australians believe billionaires have too much political influence and their wealth is earnt at the expense of ordinary people,” Mr Hasanakos said.

“In interpreting these findings, I think it shows that Australians aren’t against wealth creation in principle but they are very sceptical of those in power who have these very high levels of wealth.

“The findings also counter what is perhaps perceived as a common view: that billionaires should be looked up to for their success and that they’ve earned their wealth through hard work and smart business ideas”

The poll also ranked 10 billionaires and asked respondents  “What is your opinion of the following business figures?” The results are in the table below.

Elon Musk had the highest negative rating at 52%, and sorted by net positive, came in tied last with Rupert Murdoch (-26%). 

Musk ranked lowest among women (-37%) compared to men (-14%). His favourability collapsed with over 55s (-49%).

“The results suggest that Australians aren’t just making a judgement on a person based on their level or wealth, but on how they use it, and the power they are seen to wield,” Mr Hasanakos said.

“Those who are seen as philanthropic – such as Bill Gates and Warren Buffet who have pledged to give away most of their wealth, Andrew Forrest who has his foundation, and Gina Rinehart who is known to support Olympic sports – are viewed more positively than others.

“Meanwhile those who own media outlets or social media platforms are marked down, perhaps due to concerns about their level of power.”

DemosAU Director Evan Schwarten said the poll was part of DemosAU’s ongoing commitment to release objective research on public attitudes to support informed debate.

The poll surveyed 1,350 Australian adults via internet panel between 15 January and 1 February. The effective margin of error was +/- 3.7%.

Read the report here.