In accountants we trust

Canadians count on accountants — not quite as much as firefighters (93%), nurses (87%), pharmacists (86%) or pilots (81%), but far more than CEOs (21%).According to an Ipsos Reid poll conducted for Sympatico/MSN, accountants ranked 10th (54%) for trustworthiness, up from 11th in 2002, on a list of 30 professions and institutions, which included judges (52%), financial advisers (47%), lawyers (25%) and national politicians (7%). Medical research topped a list of 24 industries; the financial planning industry jumped from 15th place in 2002 to ninth in the December 2006 Canada Speaks survey. The tobacco industry came last.

Product quality and customer service rated as most important with Canadians when assessing the reputation and trustworthiness of a company or industry.