2012 trust barometer malaysia deck 1-23-2012_checked_final

2012 Edelman Trust Barometer – Malaysia Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries Indicates Global Data 30,000+ respondents APAC Indicates Asia Pacific 1,000 general population respondents per country Region Data Ages 18+ Indicates Malaysia Data Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** Malaysia sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study2 © Edelman, 2012. All rights reserved.

Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs3 © Edelman, 2012. All rights reserved.

Nearly twice as many countries are now skeptics;Malaysia is in the neutral zone 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Argentina 62 Hong Kong 61 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 < Brazil 51 Japan 51 > Sweden 49 Australia 51 U.S. 49 Spain 51 > South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Ireland 41 Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 20125 © Edelman, 2012. All rights reserved.

The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan6 © Edelman, 2012. All rights reserved.

Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total7 © Edelman, 2012. All rights reserved.

In Asia Pacific, government the only institution to suffer decreased trust TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 64% 62% 2012 61% Informed Public 2012 54% General Public 51% 44% Government Business 63% 62% 64% 61% 53% 52% Media NGOs APAC Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong Kong and Malaysia)8 © Edelman, 2012. All rights reserved.

Malaysian Informed Publics are more trusting of NGOs than the General Public, while trust in other institutions is on par TRUST IN INSTITUTIONS – MALAYSIA 2012 65% Informed Public 58% 2012 General Public 52% 49% Government Business 68% 58% 47% 46% Media NGOs Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Malaysia9 © Edelman, 2012. All rights reserved.

Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE)10 © Edelman, 2012. All rights reserved.

Roughly two-thirds in Malaysia trust NGOs and business, while government and media are trusted by slightly less than half TRUST IN INSTITUTIONS – MALAYSIA 68% 65% 49% 47% NGOs Business Government Media Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Malaysia11 © Edelman, 2012. All rights reserved.

Several mature economies see double-digit drops in business trust; Malaysian trust in business strong at 65% TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 12 © Edelman, 2012. All rights reserved.

Asia Pacific more trusting of nearly all industries than their global peers;Banks are third most trusted in APAC, but second from bottom globally TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Technology 80% Technology 79% #1 85%* Telecommunications 67% Automotive 66% #2 76%* 2009: Automotive Food and beverage 67% 64% 67%* 58% Food and beverage 64% Consumer packaged goods 62% 66%* Pharmaceuticals 61% Telecommunications 60% 69%* Energy 60% Brewing and spirits 59% 57% Consumer packaged goods 57% Pharmaceuticals 56% 67%* Brewing and spirits 57% Energy 53% 65%* Media 52% Media 51% 62%* Banks 50% Banks 47% #3 70%* Financial services Financial services 48% 45% 63%* *Significant difference at the 95% confidence level 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total13 © Edelman, 2012. All rights reserved.

Top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 2012 Technology 87% Technology 85% Telecommunications 78% Automotive 77% Automotive 77% Telecommunications 68% Banks 75% Banks 68% Pharmaceuticals 72% Pharmaceuticals 66% Energy 68% Food and beverage 66% Food and beverage 66% Consumer packaged goods 66% Financial services 66% Energy 65% Media 64% Media 63% Consumer packaged goods 59% Financial services 62% Brewing and spirits 54% Brewing and spirits 59% APAC Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Asia Pacific (excludes Hong Kong and Malaysia)14 © Edelman, 2012. All rights reserved.

Technology and telecommunications top the most trusted industries in Malaysia; Brewing & spirits the only industry trusted by less than half TRUST IN INDUSTRIES – MALAYSIA 2012 Technology 85% Telecommunications 81% Banks 78% Financial services 77% Automotive 75% Food and beverage 75% Pharmaceuticals 74% Consumer packaged goods 70% Energy 67% Media 51% Brewing and spirits 33%Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where onemeans that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Malaysia15 © Edelman, 2012. All rights reserved.

Dramatic fall for banks in Japan and S. Korea; now at levels seen in West TRUST IN BANKS China India Japan South Korea 100% 90% 90% 85% 88% 83% 84% 77% 87% 80% 83% 81% 82% 72% 75% 76% 70% 67% 64% 68% 60% 52% 58% 59% 50% 55% 51% 51% 49% 40% 38% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in China, India, Japan & South Korea16 © Edelman, 2012. All rights reserved.

Trust in banks is high in Malaysia TRUST IN BANKS Australia Hong Kong Indonesia Malaysia Singapore 100% 88% 89% 88% 90% 84% 80% 82% 77% 70% 69% 60% 67% 66% 50% 40% 45% 30% 32% 30% 20% 26% 10% 0% 2009 2010 2011 2012 Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore17 © Edelman, 2012. All rights reserved.

Trust in technology remains high in Asia Pacific markets TRUST IN TECHNOLOGY China India Japan South Korea 100% 95% 91% 93% 93% 87% 89% 90% 90% 93% 93% 88% 83% 78% 78% 86% 83% 78% 80% 77% 76% 78% 80% 79% 70% 76% 76% 73% 60% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in China, India, Japan & South Korea18 © Edelman, 2012. All rights reserved.

Over eight out of ten trust technology in Malaysia TRUST IN TECHNOLOGY Australia Hong Kong Indonesia Malaysia Singapore 97% 100% 94% 87% 87% 90% 83% 81% 86% 85% 80% 84% 68% 70% 64% 60% 60% 50% 40% 30% 20% 10% 0% 2009 2010 2011 2012 Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia & Singapore19 © Edelman, 2012. All rights reserved.

Majority of countries now distrust government; Just under half of Malaysians trust government TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49%50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 20 © Edelman, 2012. All rights reserved.

Media only institution to see trust rise globally; In Malaysia, trusted by slightly less than half TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 21 © Edelman, 2012. All rights reserved.

Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE ASIA PACIFIC REGION Ten or more times Once (1), 2% (10+), 14% Twice (2), 12% Six to Nine times (6- 9), 7% Three times (3), 36% Four or Five times (4- 5), 28% Three to Five times 64% APACQ148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Asia Pacific Region 22 © Edelman, 2012. All rights reserved.

In Malaysia, skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA Ten or more times Once (1), 4% (10+), 12% Twice (2), 13% Six to Nine times (6- 9), 4% Three times (3), 36% Four or Five times (4 - 5), 30% Three to Five times 66%Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Malaysia 23 © Edelman, 2012. All rights reserved.

Diversification of Media TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 33% 32% + 27% 28% 22% + 89 17% % 18% 18% 9% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)24 © Edelman, 2012. All rights reserved.

Diversification of Media TRUST IN INFORMATION SOURCES – MALAYSIA 2012 Informed Public 29% 29% 25% 19% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Malaysia25 © Edelman, 2012. All rights reserved.

NGOs still most trusted institution, despite some drops; Nearly seven out of ten in Malaysia trust NGOs TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 26 © Edelman, 2012. All rights reserved.

NGOs surge in China and India TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) China India Japan South Korea 80% 79% 72% 70% 68% 60% 50% 52% 42% 40% 39% 30% 31% 28% 20% 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in China, India, Japan and South Korea27 © Edelman, 2012. All rights reserved.

Roughly two-thirds in Malaysia trust NGOs to do what is right TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) Australia Hong Kong Indonesia Malaysia Singapore 80% 76% 70% 67% 66% 60% 61% 60% 58% 52% 50% 51% 40% 30% 20% 2009 2010 2011 2012 Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore28 © Edelman, 2012. All rights reserved.

Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly converges this year TRUST IN BUSINESS AND GOVERNMENT Business Government Japan India 100% 100% 80% 80% 74% 70% 63% 65% 61% 57% 67% 60% 53% 54% 69% 66% 67% 47% 60% 43% 41% 52% 53% 52% 40% 40% 49% 45% 45% 43% 45% 28% 41% 43% 43% 31% 20% 20% 0% 0% 2005 2006 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012 100% South Korea China 100% 80% 83% 78% 79% 80% 80% 77% 72% 75% 67% 63% 60% 48% 71% 46% 60% 66% 66% 46% 43% 67% 45% 43% 40% 47% 56% 54% 43% 34% 40% 50% 40% 38% 31% 35% 38% 20% 29% 26% 20% 0% 0% 2006 2007 2008 2009 2010 2011 2012 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Japan, India, South Korea and China30 © Edelman, 2012. All rights reserved.

Trust in business and government also tends to move in sync in Australia, while Indonesia and Singapore less likely to follow this trend TRUST IN BUSINESS AND GOVERNMENT Business Government Australia Indonesia 100% 100% 81% 81% 80% 80% 70% 68% 60% 53% 69% 53% 50% 60% 39% 48% 52% 55% 40% 49% 40% 39% 37% 40% 20% 20% 0% 0% 2009 2010 2011 2012 2009 2010 2011 2012 100% Singapore 83% 80% 74% 70% 67% 60% 66% 61% 40% 20% 0% 2010 2011 2012 Q11-14. [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Australia, Indonesia and Singapore31 © Edelman, 2012. All rights reserved.

Asia Pacific more likely than global peers to view CEOs and government officials as credible spokespeople CREDIBLE SPOKESPEOPLE – GLOBAL AND ASIA PACIFIC REGION 2011 2012 2012 APAC Academic or expert 70% Academic or expert 68% #2 63%* Technical expert in the company 64% Technical expert in the company 66% #1 65% Financial or industry analyst 53% A person like yourself 65% #3 60%* CEO 50% Regular employee 50% 41%* NGO representative 47% NGO representative 50% 49% A person like yourself 43% Financial or industry analyst 46% 46% Government official or regulator 43% CEO 38% 46%* Regular employee 34% Government official or regulator 29% 33%* *Significant difference at the 95% confidence level vs. 2012 global Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region32 © Edelman, 2012. All rights reserved.

Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012 CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) 2011 2012 Academic or expert 68% Technical expert in the company 64% Technical expert in the company 61% Academic or expert 61% -7 CEO 58% A person like yourself 60% + 23 Financial or industry analyst 51% NGO representative 47% + 4 Government official or regulator 47% CEO 46% - 12 NGO representative 43% Financial or industry analyst 44% - 7 A person like yourself 37% Regular employee 41% + 8 Regular employee 33% Government official or regulator 31% - 16 APAC Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)33 © Edelman, 2012. All rights reserved.

Technical experts and academics are the most credible spokespeople in Malaysia; government officials and regular employees tie at the bottom CREDIBLE SPOKESPEOPLE – MALAYSIA 2012 Technical expert in the company 72% Academic or expert 70% A person like yourself 62% Financial or industry analyst 61% CEO 51% NGO representative 51% Government official or regulator 32% Regular employee 32%Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how crediblewould the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64in Malaysia34 © Edelman, 2012. All rights reserved.

CEO credibility returns to low of 2009 in South Korea and drops even further in Japan CEO CREDIBILITY China India Japan South Korea 100% 90% 83% 80% 68% 70% 66% 60% 59% 60% 63% 60% 56% 53% 50% 44% 46% 51% 49% 45% 40% 37% 44% 46% 37% 41% 30% 34% 32% 33% 28% 20% 22% 10% 0% 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in China, India, Japan and South Korea35 © Edelman, 2012. All rights reserved.

Just under half in Malaysia view CEOs as credible CEO CREDIBILITY Australia Hong Kong Indonesia Malaysia Singapore 100% 90% 80% 70% 68% 60% 53% 50% 48% 53% 51% 47% 46% 40% 44% 42% 37% 30% 34% 32% 20% 17% 10% 0% 2009 2010 2011 2012 Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore36 © Edelman, 2012. All rights reserved.

Asia Pacific markets, including Malaysia, are more likely than other regions to trust both business and government leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50%50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 37 © Edelman, 2012. All rights reserved.

Globally, business not meeting public’s expectations GLOBAL LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67% 36% -31 Business 67% Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES 48% -19 Company Performance 64% TREATS EMPLOYEES WELL 27% -37 PLACES CUSTOMERS AHEAD OF PROFITS 62% 26% -36 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62% 28% -34 HAS ETHICAL BUSINESS PRACTICES 61% 32% -29 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60% 27% -33 COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 57% BUSINESS 26% -31 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 55% 29% -26 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 50% 30% -20 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 49% IN WHICH THE COMPANY OPERATES 26% -23 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46% 41% -5 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 29% -12 41% Closing the DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 39% gap on 23% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 38% expectations COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 31% -7 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36% SOCIETAL ISSUES 19% -17 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in 25 country global total38 © Edelman, 2012. All rights reserved.

Business also not meeting public’s expectations in Asia Pacific ASIA PACIFIC REGION Gap LISTENS TO CUSTOMER NEEDS AND FEEDBACK 63% Business 35% -28 Importance Company OFFERS HIGH QUALITY PRODUCTS OR SERVICES 63% Performance 43% -20 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 61% 28% -33 TREATS EMPLOYEES WELL 59% 27% -32 HAS ETHICAL BUSINESS PRACTICES 59% 33% -26 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 59% 27% -32 PLACES CUSTOMERS AHEAD OF PROFITS 58% -32 26% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 56% BUSINESS 27% -29 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 52% 28% -24 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 49% 30% -19 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 47% IN WHICH THE COMPANY OPERATES 26% -21 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 43% -7 36% 42% Closing the DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS -18 gap on 24% expectations HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 40% 26% -14 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 38% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 31% -7 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36% SOCIETAL ISSUES 20% -16 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your APAC trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in the Asia Pacific Region (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in the Asia Pacific Region39 © Edelman, 2012. All rights reserved.

Business not meeting public’s expectations in Malaysia too MALAYSIA Gap Business Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES 69% - 22 Company 47% Performance HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 68% - 31 37% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 68% 41% - 27 HAS ETHICAL BUSINESS PRACTICES 67% - 28 39% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 65% - 32 33% PLACES CUSTOMERS AHEAD OF PROFITS 64% - 33 31% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 63% - 30 BUSINESS 33% TREATS EMPLOYEES WELL 63% - 33 30% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 59% - 25 34%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 57% - 25 IN WHICH THE COMPANY OPERATES 32% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 57% - 20 37% 56% - 29 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 27% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 52% - 13 39% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 50% - 20 30%PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 47% SOCIETAL ISSUES 24% - 23 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 46% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 36% - 10 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Malaysia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Malaysia40 © Edelman, 2012. All rights reserved.

Government not meeting public’s expectations GLOBAL Government Importance Government Performance 67% LISTENS TO CITIZENS NEEDS AND FEEDBACK 17% -50 66% HAS TRANSPARENT AND OPEN PRACTICES 16% -50 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65% COUNTRY 19% -46 65% COMMUNICATES FREQUENTLY AND HONESTLY 16% -49 56% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 18% -38 PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54% EMPLOYMENT OPPORTUNITIES 18% -36 CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52% LOCAL COMMUNITIES 16% -36 PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% ADDRESS SOCIETAL ISSUES 14% -27 Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is not at all important to building your trust and nine means it is extremely important to building your trust. (Top 2 Box , Very/Extremely Important) General Population in 25 country global total; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in 25 country global total41 © Edelman, 2012. All rights reserved.

And government not meeting public’s expectations in Asia Pacific ASIA PACIFIC REGION Government Importance Government Performance Gap 64% -45 LISTENS TO CITIZENS NEEDS AND FEEDBACK 19% 64% -46 HAS TRANSPARENT AND OPEN PRACTICES 18% 62% -44 COMMUNICATES FREQUENTLY AND HONESTLY 18% 59% -37 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY 22% 56% -36 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 20% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 51% -31 EMPLOYMENT OPPORTUNITIES 20%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 51% -33 LOCAL COMMUNITIES 18% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% -25 ADDRESS SOCIETAL ISSUES 16% APACQ132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is not at all important to building your trustand nine means it is extremely important to building your trust. (Top 2 Box , Very/Extremely Important) General Population in Asia Pacific Region; Q140-147. Please rate your government on how wellyou think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremelywell". (Top 2 Box , Performing Very/Extremely Well) General Population in Asia Pacific Region42 © Edelman, 2012. All rights reserved.

Government not meeting public’s expectations in Malaysia GOVERNMENT IMPORTANCE VS. PERFORMANCE – MALAYSIA Government Importance Government Performance Gap 74% -45 LISTENS TO CITIZENS NEEDS AND FEEDBACK 29% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 72% -45 COUNTRY 27% 71% -46 HAS TRANSPARENT AND OPEN PRACTICES 25% 71% -46 COMMUNICATES FREQUENTLY AND HONESTLY 25% 65% -39 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 26%CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 62% -35 LOCAL COMMUNITIES 27% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 61% -31 EMPLOYMENT OPPORTUNITIES 30% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 56% ADDRESS SOCIETAL ISSUES -33 23% Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is not at all important to building your trust and nine means it is extremely important to building your trust. (Top 2 Box , Very/Extremely Important) General Population in Malaysia; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in Malaysia 43 © Edelman, 2012. All rights reserved.

Despite lack of trust in government, calls for increased regulations—especially in China, Hong Kong and Malaysia % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 51% 50%50% 49% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 44 © Edelman, 2012. All rights reserved.

Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: GLOBAL APAC Business 31% PROTECT CONSUMERS from irresponsible business practices 30% can address on its own 25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25% 19% 20% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 16% 18% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% 4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% 2% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%) • Unethical business practices (Global - 28%, APAC - 31%) • Shortcuts that lead to poor quality (Global - 21%, APAC -23%)Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which ofthe following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total and Asia Pacific region 45 © Edelman, 2012. All rights reserved.

Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: Malaysia Business 37% PROTECT CONSUMERS from irresponsible business practices can address on its own 23% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 17% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 1% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, Malaysia - 38%) • Unethical business practices (Global - 28%, APAC - 31%, Malaysia - 42%) • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Malaysia - 11%)Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? InformedPublics ages 25-64 in 25 country global total, Asia Pacific region and Malaysia; Q131. Which of the following is the most important role that government should play in business?Informed Publics ages 25-64 in Malaysia 46 © Edelman, 2012. All rights reserved.

BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted thangovernment leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 48 © Edelman, 2012. All rights reserved.

Business: from license to operate to license to lead GLOBAL CURRENT TRUST BUILDING FUTURE TRUSTAttributes that Correlate with Current Trust Most Important Attributes that Build Trust 47% TRUST BUSINESS 1) Listens to customer needs and feedback 1) Delivers consistent financial returns SOCIETAL ATTRIBUTES MORE IMPORTANT TO 1) High quality products or services 2) Innovator of new products BUILDING FUTURE 3) Treats employees well TRUST 3) Highly regarded, top leadership 4) Places customers ahead of profits 3) Ranks on a global list 4) Takes actions to address issue or crisis 6) Has ethical business practices 5) Partners with third parties 7) Has transparent and open business CURRENT TRUST 8) Communicates frequently and honestly DRIVEN BY OPERATIONAL ATTRIBUTES 9) Works to protect/ improve environment 10) Addresses societys needs 11) Positively impacts the local community 12) Innovator of new products Societal 13) Highly regarded, top leadership Operational 14) Delivers consistent financial returns 15) Ranks on a global list 16) Partners with third partiesQ11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 25 country global total; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scalewhere one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ ExtremelyImportant) General Population in 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total49 © Edelman, 2012. All rights reserved.

Business: from license to operate to license to lead ASIA PACIFIC REGION CURRENT TRUST BUILDING FUTURE TRUST Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 51% TRUST BUSINESS 1) High quality products or services SOCIETAL ATTRIBUTES 1) Delivers consistent financial returns MORE IMPORTANT TO 1) Listens to customer needs and feedback 2) Innovator of new products BUILDING FUTURE 3) Takes actions to address issue or crisis TRUST 4) Treats employees well 3) Ranks on a global list 4) Has ethical business practices 4) Highly regarded, top leadership 4) Has transparent and open business 5) Partners with third parties 7) Places customers ahead of profits CURRENT TRUST 8) Communicates frequently and honestly DRIVEN BY OPERATIONAL ATTRIBUTES 9) Works to protect/improve environment 10) Addresses societys needs 11) Positively impacts the local community 12) Innovator of new products Societal 13) Delivers consistent financial returns Operational 14) Highly regarded, top leadership 15) Ranks on a global list 16) Partners with third parties APACQ11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in the Asia Pacific Region; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scalewhere one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)General Population in the Asia Pacific Region (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of the general population 50 © Edelman, 2012. All rights reserved.

Business: from license to operate to license to lead MALAYSIA CURRENT TRUST BUILDING FUTURE TRUSTAttributes that Correlate with Current Trust Most Important Attributes that Build Trust 58% TRUST BUSINESS 1) High quality products or services SOCIETAL ATTRIBUTES 1) Innovator of new products MORE IMPORTANT TO 2) Listens to customer needs and feedback 2) Takes actions to address issue or crisis BUILDING FUTURE 2) Has transparent and open business TRUST 4) Has ethical business practices CURRENT TRUST 5) Takes actions to address issue or crisis DRIVEN BY OPERATIONAL AND SOCIETAL ATTRIBUTES 6) Places customers ahead of profits 7) Treats employees well 7) Communicates frequently and honestly 9) Works to protect/improve environment 10) Addresses societys needs 10) Positively impacts the local community Societal 12) Delivers consistent financial returns Operational 13) Innovator of new products 14) Highly regarded, top leadership 15) Partners with third parties 16) Ranks on a global listQ11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Malaysia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where onemeans that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)General Population in Malaysia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population51 © Edelman, 2012. All rights reserved.

Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business52 © Edelman, 2012. All rights reserved.

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