New Zealanders no longer trust sportspeople and are now putting their faith in scientists, the chief High Court judge, the Flight of the Conchords comedians and a celebrity chef, according to the Reader's Digest Most Trusted list of New Zealanders.
A representative sample of 735 adults ranked 100 well-known people on a scale of one to 10. Last year's top 10 was dominated by Olympians, All Blacks, and celebrity chef Alison Holst, but this year they have been turfed out and replaced by a new top 10.
Scientist, inventor and 2010 New Zealander of the Year, Sir Ray Avery, climbed from 13th to take out the top spot that Corporal William Apiata held for three years prior.
He was followed by chief science advisor to the prime minister Sir Peter Gluckman, who was 44th last year, and physicist Sir Paul Callaghan, who was 40th in 2010.
The top 10 was rounded out by chief High Court judge Justice Helen Winkelmann, film, television and theatre actor, playwright Roger Hall, comedian, actor, and musician Bret McKenzie fashion designer Denise L'Estrange-Corbet, comedian, actor, and musician Jemaine Clement, celebrity chef and MasterChef judge Simon Gault, and Grey District Mayor Tony Kokshoorn.
McKenzie and Clement are both in the Flight of Conchords.
Figures who didn't fare as well in 2011 included Sir Peter Jackson, who fell from 6th equal last year to 74th following the trade union drama surrounding The Hobbit, and All Blacks' captain Richie McCaw, who fell from 11th place to 55th.
Prime Minister John Key, 70th last year, fell further and was now ranked 90th, but still ahead of a swag of other politicians.
In 2009, eight of the top 10 spots were occupied by current or former sports champs -- but this year, All White Ryan Nelsen was the highest-ranking sportsperson at number 15 ...
and joined only by Sir Brian Lochore and Brad Thorn in the top 30.
A new name on the list is Mr Kokshoorn, who at number 10 earned trust through his management around the Pike River mining tragedy. Christchurch Mayor Bob Parker rose 23 places to number 39 on the 2011 list after the Christchurch earthquakes.
In the poll of professions, firefighters were again the most trusted, followed by rescue volunteers and paramedics. Journalists and real estate agents were 38 and 39 at the bottom of the list.
Director of Research New Zealand, Emanuel Kalafatelis, said he was surprised by the results.
``Historically, New Zealanders haven't had a love affair with scientists, and sportspeople always rate highly -- we like that the Kiwi international sports star could be the kid from around the corner. So this is difficult to explain.''
However, a recession, the Pike River Mine disaster and the Christchurch earthquakes could reflect a more serious mood, he said.
``In serious times you look to people who are rocks.''
The rise of scientists on the list could be because they ``exude a practical, straightforward and inclusive brand of smarts that Kiwis are drawn to,'' Mr Kalafatelis said.
1. Sir Ray Avery, scientist, inventor, New Zealander of the Year 2010
2. Sir Peter Gluckman, chief science advisor to the prime minister
3. Sir Paul Callaghan, physicist, New Zealander of the Year 2011
4. Justice Helen Winkelmann, chief High Court judge
5. Roger Hall, film, TV and theatre actor, playwright
6. Bret McKenzie, comedian, actor, musician
7. Denise L'Estrange-Corbet, fashion designer
8. Jemaine Clement, comedian, actor, musician
9. Simon Gault, celebrity chef, MasterChef judge
10. Tony Kokshoorn, Grey District Mayor
11. Lt Gen Jerry Mataparae, Governor-General designate
12. Jay-Jay Feeney, morning radio host for The Edge FM
13. Nigel Latta, psychologist, host of The Politically Incorrect Parenting Show
14. Cpl Willie Apiata, Victoria Cross recipient for bravery in Afghanistan
15. Ryan Nelsen, All Whites captain
16. Kim Hill, journalist, presenter for Radio NZ National
17. Gareth Morgan, businessman, philanthropist, Morgan Foundation trustee
18. Jim Mora, radio broadcaster
19. Matt McCarten, union head, columnist
20. Kevin Milne, former TV presenter of Fair Go
21. Sir Brian Lochore, former All Black player and coach
22. Garth McVicar, Sensible Sentencing Trust spokesman
23. Margaret Mahy, award-winning children's author
24. Peter Williams, sportswriter, TV presenter
25. Annabel Langbein, celebrity chef, TV presenter
26. Sir Anand Satyanand, 19th Governor-General
27. Dame Malvina Major, opera singer
28. Leighton Smith, talkback host on NewstalkZB radio
29. Te Radar, comedian, filmmaker, TV host of Radar's Patch
30. Brad Thorn, All Black
31. Michael Jones, former All Black
32. Rhys Darby, actor, comedian
33. Ruben Wiki, former rugby league player
34. Sir Peter Snell, three-time Olympic athletics gold medallist
35. Dame Susan Devoy, former squash player, charity worker
36. Scott Dixon, race car driver
37. Sir John Walker, Olympic athletics gold medallist
38. Dame Alison Holst, food writer, celebrity chef
39. Bob Parker, Christchurch Mayor
40. Colin Meads, former All Black, NZ Player of the Century
41. Sarah Ulmer, Olympic track cycling gold medallist
42. Louise Nicholas, rape victim advocate
43. Rob Fyfe, chief executive Air New Zealand
44. Graeme Hart, businessman
45. Peta Mathias, chef, author, broadcaster
46. Hayley Westenra, singer/songwriter, UNICEF ambassador
47. Jo Seager, celebrity chef
48. John Kirwan, former All Black, mental illness spokesperson
49. Mike McRoberts, journalist, presenter of 60 Minutes
50. Pete Bethune, conservationist, alternative fuel advocate
51. Irene van Dyk, former netball world champion
52. Greg Murphy, race car driver
53. Simon Barnett, TV and radio host
54. Valerie Adams (Vili), Olympic shot-put gold medallist
55. Richie McCaw, current All Black captain
56. Robyn Malcolm, award-winning film and TV actor
57. Sir Richard Hadlee, former cricketer, ICC Hall of Famer
58. Daniel Vettori, New Zealand cricket captain
59. Sir Peter Leitch, businessman, charity worker, ``The Mad Butcher''
60. Tana Umaga, former All Black
61. Jim Hickey, TV weatherman
62. Joe Karam, former All Black, entrepreneur
63. Simon Dallow, journalist, presenter of One News
64. A.J. Hackett, tourism entrepreneur, bungy jumping pioneer
65. Sir Stephen Tindall, founder of The Warehouse retail stores
66. Dave Dobbyn, musician
67. Sam Neill, award-winning actor
68. Peter Whittall, Pike River Coal chief executive
69. Howard Broad, New Zealand Commissioner of Police
70. Alan Bollard, governor of the Reserve Bank of NZ
71. Dick Hubbard, former Auckland City Mayor, founder of Hubbard Foods
72. Marcus Lush, TV and radio host
73. The Topp Twins, entertainers, breast cancer activists
74. Sir Peter Jackson, director, screenwriter, three-time Oscar winner
75. Sir Bob Jones, businessman
76. Graham Henry, All Blacks coach
77. Dame Kiri Te Kanawa, opera singer
78. Mark Sainsbury, Close Up host
79. Russel Norman, Green Party co-leader
80. Len Brown, Auckland Mayor
81. Tim Shadbolt, Invercargill Mayor
82. Allan Hubbard, financier
83. Sir Michael Hill, jeweller, entrepreneur, philanthropist
84. Lockwood Smith, Speaker of the House of Reps
85. Helen Clark, former Prime Minister
86. Keisha Castle-Hughes, actor, Oscar nominee for Whale Rider
87. Rachel Hunter, model, actor
88. John Campbell, TV presenter, host of Campbell Live
89. Marc Ellis, former All Black and rugby league player, businessman
90. John Key, current Prime Minister
91. Paul Holmes, broadcaster
92. Paul Henry, journalist, radio and TV presenter
93. Jim Anderton, Progressive Party leader
94. Bill English, Deputy Prime Minister
95. Pita Sharples, Minister of Maori Affairs
96. Phil Goff, Labour Party leader
97. Tariana Turia, Maori Party co-leader
98. Hon. Winston Peters, New Zealand First leader
99. Rodney Hide, Minister of Local Government
100. Hone Harawira, activist, MP for Te Tai Tokerau