The results are in for Honest Tea’s recently conducted a national social experiment called The National Honesty Index: when faced with a choice to be honest or not, the experiment found that a resounding 95% of Americans were honest, up from 92% in 2013.
From July 16- August 12, 2014, Honest Tea set up unmanned racks of cold Honest beverages offered for $1 on the honor system in 60 locations across all 50 states & Washington, D.C. At every site, information was collected including the number of people who paid or stole, as well as observable characteristics such as gender and hair color. In a new twist this year, an online component was added to test the honesty of people on the Internet via an honor pact. Through a Facebook application, people were asked to share an inspirational quote on their wall, or not, in return for a coupon. In total, more than 28,000 people participated in person and online.
“We seek to infuse honesty into everything we do from the way we run the company to the organic ingredients we use, so we developed this experiment to see if people around the country share that same value,” said Seth Goldman, co-founder and TeaEO of Honest Tea. “The 95% honesty rate that we saw this year suggests that Americans are a lot more honest than we give ourselves credit for.”
The complete National Honesty Index results are available at www.NationalHonestyIndex.com. Visitors can play a game to challenge their assumptions on honesty, analyze the statistics, and obtain a personalized honesty profile that examines astrological signs, Facebook relationship status, and other details.
Honest Tea will donate all of the funds collected from the on-site social experiments to FoodCorps, a nationwide team of emerging leaders that connects kids to real food, helping them grow up healthy.
Highlights of the results (Combines both digital and physical experiment data):
· Participants in Honolulu, Hawaii were 100% honest two years in a row.
· Honesty returns to the nation’s capital as Washington, D.C. becomes the most improved city, rising to 96% honesty, 16 percentage points higher than 2013.
· Minneapolis, Minn. and Providence, R.I. tie for biggest dip in honesty year over year, dropping 12 percentage points to 81% and 80% respectively.
· Participants in the online experiment (as determined by authenticating via a Facebook application) were 95% honest. People identifying their relationship status on Facebook as “separated” (100% honest) proved to be more honest than “engaged” (94% honest).
· Again, women proved to be more honest than men slightly edging them out 95% to 93% honest.
· For the second year in a row, blondes came out as the most honest hair color with 95%. People with black hair were the least honest at 91%.