2014 Edelman Trust Barometer: Global Energy Findings

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The energy industry faces significant trust deficits that are inherent to its industry, but Edelman’s 14th annual Trust Barometer shows how various sectors — including renewables, natural gas, …

The energy industry faces significant trust deficits that are inherent to its industry, but Edelman’s 14th annual Trust Barometer shows how various sectors — including renewables, natural gas, utilities, oil and mining — must engage in order to operate in the current trust environment.

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  • 1. 2014 EDELMAN TRUST BAROMETER GLOBAL ENERGY INDUSTRY RESULTS
  • 2. GLOBAL EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets 2 • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data
  • 3. EDELMAN TRUST BAROMETER IN RETROSPECT 2014 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 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 3 BUSINESS TO LEAD THE DEBATE FOR CHANGE RISING INFLUENCE OF NGOS
  • 4. ONE | The State of Trust
  • 5. TRUST IN BUSINESS AND NGOS REMAINS STABLE; TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 5 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 2014 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total.
  • 6. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 6 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.
  • 7. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 7 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS:      UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.)
  • 8. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST LEVEL TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014 2013 NGOs most trusted institution in 20 of the 27 countries surveyed in 2014 2014 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 81% 76% 73% 63% 64% 67%66% 66% 57% 51% 76% 75% 69% 67% 70% 67% 64% 61% 83% 76%77% 75%76% 70% 69% 66% 64% 84% 76% 75% 73% 69% 62% 59% 59% 55% 63%62% 64% 63% 58% 56% 58% 46%47% 40% 41% 37% 37% NA 8 Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] 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, 20-country global total. 67% 74% 70% 62% 61% 47%
  • 9. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 70%70% 66% 59% 55% 57% 52% 60% 57% 54% 47% 48% 42% 60% 59% 61% 58% 66% 63% 71% 68% 63% 61% 61% 54% 54% 49%48% 47% 44% 43% 40% 51% 47% 38% 35% 50% 45% 45% 41% 42% 37% 50% 40% 45% 40% 30% 26% 19% NA 9 Q11-14. [MEDIA IN GENERAL] 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, 20-country global total.
  • 10. THE POWER OF SEARCH LEVELS OF TRUST IN SOURCES OF INFORMATION 65% 65% ONLINE SEARCH ENGINES TRADITIONAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 30% Online search 26% Newspapers 54% 21% Television 47% SOCIAL MEDIA HYBRID MEDIA FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS 28% 25% Online search Television 45% OWNED MEDIA SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 36% 20% Newspapers 20% Online search 19% Television Newspapers Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total 10
  • 11. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 56% 53% 48% 45%47% 44% 43% 43% 40% 57% 47% 58% 54% 53% 51% 45% 37% 35% 30% 23% 19% 20%18% 32% 28% 24% 19% 21% NA 11 49% 41% 42% 29% 27% 17% 63% 60% 53% 49% 45% 48% 44% 33%34% 32% 60% 65% 63% Q11-14. [GOVERNMENT IN GENERAL] 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, 20-country global total. 32%
  • 12. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED; DEVELOPING MARKETS SOAR TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 48% 58% 49% 64% 62% 62% 57% 52% 53% 45% 39% 40% 73% 71% 58% 48% 77% 74% 70% 63% 59% 82% 81% 79% 77% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 44% 41% 58% 54% 51% 47% 44% 43% 61% 58% 56% 56% 43% 44% 38% 31% NA Q11-14. [BUSINESS IN GENERAL] 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, 20-country global total. 12 60% 56% 56% 49% 45% 45%
  • 13. ENERGY IMPROVES: HOW CAN IT TAKE ADVANTAGE OF TRUST HALOS OF TECHNOLOGY, AUTOMOTIVE INDUSTRIES? TRUST IN INDUSTRIES, 2009 VS. 2014 2009 76% Technology Consumer electronics manufacturing 2014 79% Technology Consumer electronics manufacturing NA 2009 VS. 2014 75% 70% +3 NA Automotive 58% Automotive Food and beverage 56% Food and beverage 66% +10 Consumer packaged goods 54% Consumer packaged goods 65% +11 Entertainment 65% +14 51% Entertainment +12 Brewing and spirits NA Brewing and spirits 64% NA Telecommunications NA Telecommunications 63% NA Consumer health companies NA Consumer health companies 60% NA Energy 55% Energy 59% +4 Pharmaceuticals 53% Pharmaceuticals 59% +6 Chemicals NA 43% Media 47% Banks Financial services 13 Chemicals NA 55% NA Media 51% +8 Banks 51% +4 Financial services 50% NA Q43-60. [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, 20-country global total.
  • 14. COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED TO WESTERN-BASED COMPANIES TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES 78% 75% 74% 71% 68% 67% 55% 54% 53% 14 Brazil Spain South Korea Italy France U.S. The Netherlands Japan U.K. Canada Switzerland Sweden Germany 42% 38% 36% 35% 34% Mexico 79% India 79% China 80% TRUSTED Russia MOST Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 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, 27-country global total.
  • 15. FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE EXCEPT IN ASIA; STATE-OWNED LEAST TRUSTED GLOBALLY TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS 85% 71% 74% 68% 63% 62% 61% 62% 65% 76% 73% 62% 63% 48% APAC 60% 57% EU 47% 47% 63% 45% 46% NORTH AMERICA Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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, 27-country global total. 15 80% 72% 74% 70% 68% 54% GLOBAL 83% 78% STATE-OWNED 45% LATIN AMERICA
  • 16. ACADEMICS AND EXPERTS ARE MOST TRUSTED SOURCE OF INFORMATION; CEOS CAN INCREASE TRUST BY LEVERAGING EXPERTISE CREDIBILITY OF SPOKESPEOPLE 2009 62% 2009 VS. 2014 NA ACADEMIC OR EXPERT 67% TECHNICAL EXPERT ACADEMIC OR EXPERT TECHNICAL EXPERT* 2014 +5 66% +15 A PERSON LIKE YOURSELF 47% A PERSON LIKE YOURSELF FINANCIAL OR INDUSTRY ANALYST 49% FINANCIAL OR INDUSTRY ANALYST 53% +4 NGO REPRESENTATIVE 52% +9 52% +20 NGO REPRESENTATIVE 41% REGULAR EMPLOYEE 32% REGULAR EMPLOYEE CEO 31% CEO GOVERNMENT OFFICIAL OR REGULATOR 29% GOVERNMENT OFFICIAL OR REGULATOR 62% 16 43% 36% +12 +7 Q130-143. [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, Very/Extremely Credible) Informed Publics, 20country global total. * Not tested in 2009
  • 17. THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT COUNTERPARTS ON KEY METRICS TRUST IN BUSINESS AND GOVERNMENT LEADERS A GREAT DEAL TO DO THE FOLLOWING BUSINESS LEADERS 26% 2013 2014 26% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 20% 21% MAKE ETHICAL AND MORAL DECISIONS 18% 20% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 17 19% 19% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 14% 15% MAKE ETHICAL AND MORAL DECISIONS 12% 13% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 15% 16% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics, 27-country global total.
  • 18. TRUST IN NGOS IS GENERALLY HIGHEST IN EMERGING NATIONS; RUSSIA IS EXCEPTION TRUST IN NGOS – ENVIRONMENTAL 78% 63% 76% 75% 74% 73% 73% 72% 71% 71% 68% 66% 64% 64% 62%62% 62% 60% 59% 59% 58% 55% 55% 49% 48% 47% 46% 18 Q316-321. Thinking about different types of non-governmental organizations, please indicate how much you trust each type of NGO 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” 43%
  • 19. TWO | Trust in the Energy Industry
  • 20. ENERGY OVER 5 YEARS: GLOBALLY ON THE RIGHT TRACK; SIGNIFICANT CHANGE FOR THE WORSE IN JAPAN, FOR THE BETTER IN GERMANY, U.S. TRUST IN ENERGY, 2009 VS. 2014 2009 2014 90% 89% 86% 79% 78% 75% 73% 78% 77% 73% 76% 75% 72% 78% 74% 68% 59% 55% 59% 59% 61% 59% 57% 60% 55% 54% 56% 53% 53% 49% 42% 39% 51% 51%52% 48%49% 47% 50% 45% 42% 42% 40% 40% 39% 36% 32% 30% 21% NA 20 NA NA NA NA NA NA Q43-60. [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, 20-country global total.
  • 21. IN 20 OF 27 MARKETS, ENERGY MORE TRUSTED THAN BUSINESS IN GENERAL 2014 TRUST IN ENERGY INDUSTRY VS. BUSINESS IN GENERAL – 27 MARKET OVERVIEW Energy Industry 81% 78% 76% Business 74% 71% 68% 63% 64% 62% 69% 69% 68% 65% 62% 60% 67% 56% 62% 57% 56% 55% 55% 54% 49% 48% 55% 55% 56% 54% 53% 52% 54% 49% 50% 41% 48% 48% 45% 47% 38% 32% 33% 49% 44% 41%41% 33% 26% 21 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”.; Q43-60. [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) General population global total across 27 countries 41% 43% 36% 34% 45% 41% 36% 31%
  • 22. TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST LEVELS IN DEVELOPED MARKETS TRUST IN ENERGY INDUSTRY BY REGION 2013 2014 70% 57% 70% 67% 64% 66% 66% 56% 53% 56% 45% Global BRIC Latin America APAC North America 22Q43-60. [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) General Population in 25 -country global total and across APAC, BRIC, Latin America, North America and EU region EU 43%
  • 23. RENEWABLES ARE TRUSTED MORE THAN THE OVERALL ENERGY INDUSTRY; OIL AND MINING LEAST TRUSTED TRUST IN ENERGY INDUSTRY SECTORS - GLOBAL 2013 2014 68% 70% 58% 58% 57% 56% 53% 54% 49% 50% 50% N/A Energy Industry 23 Renewables Natural Gas Utilities Oil Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in 25 -country global total Mining
  • 24. UNANIMOUS TRUST IN RENEWABLES TRUST IN ENERGY SECTORS – RENEWABLES 2013 2014 84% 81% 82% 79% 79% 76% 84% 78% 72% 70% 68% 77% 77% 73% 77% 76% 75% 76% 74% 70% 71% 64% 77% 73% 75% 73% 71% 70% 70% 71% 68% 68% 68% 68% 67% 66% 65% 59% 66% 65% 65% 65% 64% 63% 57% 61% 55% NA 24 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population, global total across 25 countries. 59% 61% 60% 59% 58% 58% 55% 53%
  • 25. TRUST IN NATURAL GAS ABOVE 50 PERCENT IN 19 OF 27 MARKETS; GAINS IN A VARIETY OF MARKETS TRUST IN ENERGY SECTORS – NATURAL GAS 2013 2014 85% 82% 81% 80% 80% 71% 73% 74% 72% 70%70% 70% 72% 69% 70% 67% 66% 65% 65% 65% 58% 58% 58% 53% 58% 53% 54% 57% 56% 52% 53% 60% 57% 51% 51% 45% 55% 50% 50% 48% 49% 45% 43% 37% 47% 45% 46% 45% 43% 43% 42%43% 40% 40% 37% NA 25 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population, global total across 25 countries.
  • 26. TRUST IN UTILITIES ABOVE 50 PERCENT IN 17 OF 27 MARKETS; CRITICAL LOW POINTS IN SOME TRUST IN ENERGY SECTORS – UTILITIES 2013 2014 79%78% 77% 75% 74% 68% 74%73% 74% 72% 71% 70%69% 69% 68% 64% 69% 59% 54% 53% 58% 53% 58% 54% 54% 54% 51%50% 51% 53% 57% 51% 51% 47% 40% 51% 45% 38% 45% 36% 39%39% 40% 39% 38% 38%40% 37% 36% 35% 40% 36% 35% 26% 18% NA Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the UTILITIES industry, please indicate how much you trust businesses in each of the following sectors 26 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”. General Population, global total across 25 countries.
  • 27. COUNTRIES CLEARLY DIVIDED OVER TRUST IN THE OIL SECTOR; TRUST HIGHEST IN EMERGING AND ASIAN MARKETS TRUST IN ENERGY SECTORS – OIL 2013 2014 82% 81% 77% 73% 77% 75% 74% 72% 72% 68%69% 69% 68% 67% 66%66% 62% 59% 53%52% 52% 52% 49% 47% 50% 49% 46% 43%42% 41% 40% 41% 39% 39% 39% 38% 37% 37% 36% 36% 35% 35% 33% 33% 33%33% 30% 30% 30%30% 29% 30% 30% 29% 28% NA 27 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population, global total across 25 countries .
  • 28. MINING IS MOST TRUSTED IN DEVELOPING NATIONS; CANADA, U.S. LEVELS MIGHT SURPRISE TRUST IN ENERGY SECTORS – MINING 70% 68% 67% 66% 66% 65% 63% 60% 59% 57% 54% 54% 50% 50% 46% 45% 45% 45% 44% 44% 44% 42% 38% 36% 33% 32% 32% 29% Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the MINING industry, please indicate how much you trust businesses in each of the following sectors to 28 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”. General Population, global total across 27countries.
  • 29. THREE| The Intersection Between Business , Government and Energy
  • 30. AT 44%, GLOBAL TRUST IN GOVERNMENT IS CRITICALLY LOW AS COMPARED TO BUSINESS TRUST IN BUSINESS VS. GOVERNMENT Government Business HIGHER TRUST IN GOVERNMENT HIGHER TRUST IN BUSINESS 88% 20+ PT. HIGHER TRUST IN BUSINESS 82% 82% 79% 76% 77% 73% 72% 75% 71% 70% 63% 63% 58% 58% 58% 53% 45% 45% 38% 37% 41% 59% 56% 43% 49% 49% 45% 45% 54% 43% 43% 27% 24% 23% 19% 51% 45% 39% 32% 28% 30 42% 60% 53% 51% 34% 17% 57% 54% 56% 53% 45% 44% 62% 21% 18% Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] 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, 20country global total.
  • 31. OVER HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS 51% 28% 23% 21% 18% 5% 4% 1% PROTECT CONSUMERS FROM IRRESPONSIBLE BUSINESSES 31 REGULATE BUSINESS BUILD BUSINESS ENSURE FREE GOVERNMENT FINANCIALLY HELP INFRASTRUCTURE MARKET ACCESS SHOULD NOT PLAY BUSINESS DURING A ROLE IN CRISES BUSINESS Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total. DON'T KNOW
  • 32. EVEN MORE THAN BUSINESS, MOST FEEL THERE IS NOT ENOUGH REGULATION OF THE ENERGY INDUSTRY 2014 REGULATION Not enough regulation of business Not enough regulation of energy 73% 67% 64% 67% 65% 63% 63% 60% 52% 51% 47% 42% 61% 43% 48% 49% 60% 59% 58% 58% 57% 55% 57% 54% 49% 56% 53% 52% 43% 42% 38% 34% 51% 51% 47% 46% 44% 38% 43% 38% 33% 42% 41%40% 38% 37% 36% 33% 30% 26% 26% 29% 33% 31% 28% 23% 32 Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27 country global total.
  • 33. THAT SAID, WITH THE EXCEPTION OF APAC COUNTRIES, POLICYMAKERS ARE NOT TRUSTED TO APPROPRIATELY REGULATE THE ENERGY INDUSTRY PERCENTAGE AGREEING WITH EACH STATEMENT I trust policymakers to develop and implement appropriate regulations on the energy industry 84% 76% 73% 73% 72% 71% 65% 49% 63% 60% 48% 33 47% 46% 46% 44% 43% 42% 41% Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total. 37% 36% 34% 33% 33% 32% 32% 30% 29% 28%
  • 34. AND MOST FEEL GOVERNMENT SHOULD CONSULT MULTIPLE STAKEHOLDERS WHEN DEVELOPING REGULATIONS—ENERGY HAS LICENSE TO ENGAGE PERCENTAGE AGREEING WITH EACH STATEMENT When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (e.g., NGOs, academics, the affected businesses/industries, etc.) before making final decisions 91% 90% 79% 89% 88% 87% 86% 84% 84% 84% 83% 82% 81% 81% 81%81% 79% 79% 79% 78% 75% 73% 73% 73% 69% 67% 62% 45% 34 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
  • 35. THERE IS AN OPPORTUNITY FOR THE ENERGY INDUSTRY TO PLAY A KEY ROLE IN ENERGY POLICY DEBATE PERCENTAGE AGREEING WITH EACH STATEMENT The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy 89% 89% 74% 88% 88% 86% 85% 85% 84% 80% 79% 79% 78% 74% 69% 68% 68% 68% 68% 68% 35 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total. 65% 65% 65% 64% 62% 60% 58% 56%
  • 36. FOUR| Building Trust Through Context
  • 37. 16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 37 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  • 38. EMPLOYEES ARE TRUSTED SOURCE ACROSS AREAS; ACTIVIST CONSUMER IS NOTABLE FOR ENERGY COMPANIES MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 50% 37% 31% 32% 32% 30% 21% 21% INTEGRITY 30% 23% 19% PRODUCTS & SERVICES 27% 23% 22% 25% 21% 16% 14% 13% 12% ENGAGEMENT 26% 24% 17% 15% 38 31% 27% 25% 21% 36% 34% PURPOSE OPERATIONS Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total. TOTALS
  • 39. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY 82% 81% 80% 79% 69% 53% Communicates clearly and transparently 39 Tells the truth, Engages with Is front and center Is personally involved Has an active media regardless of how employees regularly during challenging in supporting local presence complex or to discuss the state times (product charities and good unpopular it is of the business recalls, lawsuits, causes etc.) Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top 4 Box, Total Important) General Publics, 27-country global total.
  • 40. A NEW TRUST ENVIRONMENT There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it. Doing this is less risky than not doing it at all. Operations and CSR programs are now tablestakes (compared to 2008). Business must focus on Engagement and Integrity to build trust. 86% believe a company can take specific actions that both increase profits improve the economic and social conditions in the and communities where it operates. CEO must become Chief Engagement Officer 40
  • 41. WE NEED TO EVOLVE… From only to include Micro Macro Transactional Shared Value(s) Legal Requirements Societal Expectations What How and Why
  • 42. BUSINESS TO LEAD THE DEBATE FOR CHANGE Participate Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Evaluate 42 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
  • 43. Amy Hemingway, Global Energy Lead amy.hemingway@edelman.com 1-202-350-6661 Follow us on Twitter – @EdelmanEnergy On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler