TrustTracker.org

The UK–Japan TrustTracker programme examines how trust underpins progress towards the UN Sustainable Development Goals. Health, good governance, gender equality, sustainable innovation: all depend on trust.

Who trusts public service broadcasters in Japan and the UK?

We look at the stark divide in trust of the BBC and NHK.

Trust and Seaweed

Seaweed is good for you, and good for the environment. But westerners hardly eat it.

Trust and immigration in Japan and the UK

Which groups of people do we want as immigrants?

Trust and working from home in Japan and the UK

Who works from home? We explain to the House of Lords.

Trust, police and gender: London, you have a problem with women

Women trust the police in London less than men. We explore the differences.

Trust, religion and COVID-19 vaccination

Members of some religions are more likely to be vaccinated than others.

Trust in the Police across Social Divides in England

Who trusts the police, who doesn't, and why that matters.

Featured media

The Conversation: Why don’t westerners eat more seaweed?

14.08.2025: Seaweed is both good for you, and good for the environment: ask Samuel L. Jackson. Yet its consumption remains rare among westerners. This article, based on our recent study, compares seaweed consumption in Japan and England to understand the cultural, social and psychological factors that influence its use.

Survey results show that Japanese respondents eat seaweed far more frequently, find it easier to buy, and are more willing to consume it in future. In England, however, consumption is higher among ethnic minorities, university graduates, and those on the political left. In Japan, it is more common among women and those on the political right, reflecting its role as a traditional food. As we find, familiarity, led by people such as Samuel L. Jackson, would be key to overcoming barriers in countries where it is less common.

Read the article:

The Conversation: Why are westerners so reluctant to eat seaweed? Our new study reveals the social and psychological reasons
Food Quality and Preference: Who eats seaweed? Barriers and motivations in Japan versus the United Kingdom