Global Deck: 2013 Edelman Trust Barometer

GLOBALEDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST ONLINE SURVEY INFORMED IN 26 COUNTRIES PUBLICS • 31,000+ respondents • 500 respondents in U.S. and China & 200 in other • 5 years in 20+ markets countries • 8 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • In top 25% of household income per age group in • 1000 respondents per each country country surveyed • Report significant media • Ages 18+ consumption and • 2 years of data engagement in business news and public policy • 13 years of data MARKET COMPARISONS Developed: US, UK, France, Germany and Japan Emerged: Brazil, Mexico, Russia, India and China 2

EDELMAN TRUST BAROMETER IN RETROSPECT 2013 CRISIS OF LEADERSHIP 2012 THE 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 RISING INFLUENCE OF NGOS3

TRUST 2013 THE STATE OF TRUST FINANCIAL AND BANKING INDUSTRY DEEP DIVE CRISIS OF LEADERSHIP THE PATH FORWARD4

STATE OF TRUST

EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil France 54 UK +12 Sweden 52 51 Sweden 54 US +10 Sweden 49 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 6 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 India 64 General Singapore 76 TRUSTERS UAE 63 Population India 71 Singapore 63 Mexico 68 9 points lower Hong Kong 67 Indonesia 61 Malaysia 61 than Informed UAE 66 Mexico 59 Publics Malaysia 64 Hong Kong 54 Canada 62 NEUTRAL Canada 52 Indonesia 62 Brazil 51 U.S. 59 Netherlands 50 Netherlands 59 Argentina 48 Brazil 55 U.S. 45 Germany 55 Germany 44 France 54 UK 43 Sweden 54 S. Korea 43 Largest Differences between UK 53 General & Informed Publics Italy 51 DISTRUSTERS Turkey 43 France 41 Australia 50 Italy 40 Poland, US, Sweden: - 14 points Poland 48 Sweden 40 S. Korea 47 Australia 39 Singapore, Ireland, Hong Kong, Ireland 46 Spain 37 France: - 13 points Argentina 45 Japan 35 Spain 42 Poland 34 Turkey 42 Ireland 33 Japan 41 Russia 30 Russia 367 Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries

TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS TRUST A GREAT DEAL Trust Total: 58% Trust Total: 53% Trust Total: 48% Trust Total: 43% GOVERNMENT 12% 16% 14% 17% BUSINESS 2012 2013 2012 2013 Trust Total: 63% Trust Total: 57% Trust Total: 58% Trust Total: 52% 19% 22% 17% MEDIA 15% NGOS 2012 2013 2012 2013 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 ages 25-648 in 20-country global total

MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS; GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 NGOs Media Business Government80% 2007 2013 12 point gap 10 point gap between between business & business &70% government trust government trust 61%60% 59% 57% 54% 54% 56% 53% 53% 52% 53% 55% 52% 49%50% 51% 49% 47% 46% 48% 46% 47% 46% 44% 46% 45% 44%40% 43% Back to 40% 38% 2011 highs30%20% 2007 2008 2009 2010 2011 2012 2013 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 (excludes9 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 62% 63%59% 60% 61% 60% 57% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48%48% 49% 44% 44% 44% 44% 41% 43% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% Q11-14. [Business in General and 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 ages 25-64 in 26-country 10 global total and across 26 countries

TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP TRUST BUSINESS OVER RUSSIA GOVERNMENT IRELAND +11 POINTS +12 POINTS TRUST GOVERNMENT OVER BUSINESS POLAND +26 POINTS SPAIN +24 POINTS ITALY BRAZIL +21 POINTS +31 POINTS MEXICO +41 POINTS SOUTH KOREA +13 POINTS JAPAN +20 POINTS INDONESIA +27 POINTS ARGENTINA +30 POINTS 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 means11 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 Mexico, Brazil, Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia

CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33% 50% 50%WRONG INCENTIVES DRIVING BUSINESS DECISIONS 23% WRONG INCENTIVES DRIVING POLICIES 17%POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31% TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11% LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 12 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total

SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED TRUST IN INDUSTRIES Technology #1 in all 2012 2013 markets surveyed* Technology 79% Technology 77% Automotive 66% Automotive 69% Food and beverage 64% Food and beverage 66%Consumer packaged Consumer packaged goods 62% 65% goodsTelecommunications 60% Telecommunications 62% Brewing and spirits 59% Brewing and spirits 62% 2013: Top 3 in Developed Markets Pharmaceuticals 56% Energy 59% #1 Technology Energy 53% Pharmaceuticals 58% #2 Automotive #2 Brewing & Spirits Media 51% Media 53% 2013: Top 3 in Emerging Markets Banks 47% Banks 50% #1 Technology #2 Automotive Financial services 45% Financial services 50% #3 Consumer Packaged Goods #3 Energy 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 ages 25-64 in 20 -country global total (excludes 13 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)

CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES 76% 75% 74% 74% 70% 68% 68% 65% 61% 50% 48% 46% 41% 36% 35% 34% 31% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies14 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 Ages 25-64 in 26-country global total

DEVELOPED COUNTRY HQS ARE GLOBALLY ACCEPTED, WHILE EMERGINGHQS HAVE HIGH TRUST DISCOUNT IN DEVELOPED MARKETSDEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES Developed Global trust in companies headquartered in Germany, Emerging Sweden, Canada and China has remained stable since 2008* 82% 80% 78% 74% 69% 72% 58% 60% 50% 36% 29% 19%Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs 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 you15 “trust them a great deal”. (Top 4 Box – Trust) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India) *2008 data used includes Informed Publics ages 35-64 only in 18-country global total

CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIESTRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESSES BIG BUSINESSES 89% 86% 79% 78% 76% 73% 70% 70% 65% 62% 53% 55% 55% 48% GLOBAL DEVELOPED EMERGING US UK CHINA UAE Q15-17. 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics16 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China, UAE

NGOS REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2008 China: 48% 2013 88% of markets surveyed 2013 83% 81% have a trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 66% 67% 66% 66% 67% 64% 65% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53% 48% 49% 51%50% 46% 41% 40% 37% 30% 28% N/A Q11-14. [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, Turkey and UAE) and across 26 countries 17

STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50%50% 50% 49% 47% 47% 49% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% 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, Turkey and UAE) and across 26 countries 18

MAINSTREAM MEDIA REIGNS IN DEVELOPED MARKETS,EQUIVALENCE AMONG SOURCES IN EMERGING MARKETSYOUTH TRUSTS, OLDER GENERATIONS DISTRUST NON-TRADITIONAL MEDIA Global Developed Emerging 71% 65% 58% 58% 56% 58% 51% 52% 47% 43% 41% 40% 32% 30% 26% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 54% 56% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 29% 31% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES Q178-182. 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) General Population in 26-country global total, Developed vs. Emerging19 Markets; Age breakdown for general population in 26-country global total

SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [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 be 20 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26- country global total (excludes Don’t Know Responses)

BANKING AND FINANCIAL SERVICESDEEP DIVE

SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVEL INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011 2008 2013 US Trust in Banking Industry has doubled over past two years, from 25% (2011) to + 11 50% (2013) among Informed Publics 25-64. 83% 83% 80% 72% 71% -13 -20 69% 67% -19 63% -11 61% 59% 60% 59% -25 56% 54% 56% 53% 52% -1350% 49% 49% 49% 51% 47% -25 -26 45% 47% 44% -19 45% 38% 42% -24 35% 35% 32% 31% 31% 26% 23% 22% 19% 11% 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 ages 35-64 in 18-country global total and across 18 markets 22

BANKS PERFORMANCE REPORT CARD 50%+ =  SCORING 40-49% = O RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY <40% = X Rating of Banks’ Performance in each of Developed Emerging US UK Canada Australia China the following (Total Excellent/Good)Lending to small businesses X O X X O X Providing home mortgage loans X O X X  O Offering reasonable credit cards X O X X O X Trading and investing in government debt X O X X X X  Ensuring the privacy & security ofcustomers personal information O   X    Overseeing initial public offerings forcompanies X X X X X X OTrust in Banking Industry 42% 69% 50% 29% 59% 40% 80% 23 Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China

TRUST DEFICIT IN BANKS LINKED TO CULTURE WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR – 56% GLOBALLY) LACK OF REGULATION CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES 20% 23% 59% of causes of scandals 13% are internal and withinBANKS ARE TOO LARGE business’ control 6% 25%CHANGES IN THE ECONOMY 11% CORPORATE CORRUPTION CONFLICTS OF INTEREST Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR 24 WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global total

GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS ARE COMMON ACROSS ALL BUSINESS “Make no mistake, for UBS traders the manipulation of Libor was about getting rich,” “As one broker told a UBS derivatives trader: ‘Mate yur getting bloody good at this libor game ...think of me when yur on yur yacht in monaco won’t yu’” Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited25 are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country global total and across 26 countries

CRISIS OF LEADERSHIP

TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE 2012 2013 Academic or expert 68% Academic or expert 69%Technical expert in the company 66% Technical expert in the 67% company A person like yourself 65% A person like yourself 61% Regular employee 50% Financial or industry 51% analyst NGO representative 50% NGO representative 51% Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43%Government official or regulator 29% Government official or 36% regulator 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 27 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)

TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDERCREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 An academic or expert on company issues CEO A person like yourself Government official/regulator Regular employee80% 69% 68%70% 67% 63% 65% 58% 59%60% 60% 49% 50%50% 49% 47% 44% 43%40% 39% 38% 42% 40% 36% 32% 30% 32% 35% 33%30% 29% 33% 31% 27% 26%20%10% 2008 2009 2010 2011 2012 2013 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 ages 35-64 in 18 -28 country global total

MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR CREDIBILITY RATING 2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS CEO Credibility Government official or Business leaders trusted less than regulator Credibility 50% in 16 of 26 markets Government leaders trusted less than 50% in 21 of 26 markets 73% 70% 62% 60% 55% 54% 54% 55% 56% 55% 56%50% 52% 52% 54% 52% 48% 48% 47% 45% 43% 45% 41% 42% 41% 40% 38% 39% 37% 36% 36% 36% 37% 36% 37% 35% 35% 35% 32% 34% 34% 31% 32% 27% 28% 27% 23% 25% 25% 26% 22% 22% 22% 18% 15% Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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, 29 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)

CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWTRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 26% 20% 19% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% 14% 13% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General30 population across 26-country global total

LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP Trust in Business Trust in Government Trust Business Leaders to tell the Truth Trust Government Leaders to tell the truth 50% Global 18% -32 41% Global 13% -28 67% China 32% -35 71% China 24% -47 68% India 34% -34 55% India 20% -35 50% US 38% 15% -35 US 10% -28 42% Germany 38% 13% -29 Germany 6% -32 37% France 33% 10% -27 France 8% -2531 Q11 -14. 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. Q130-143. 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? General Population

TRUST BUILDING

16 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 BUSINESSEdelman Trust Barometer INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. 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 33 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS Edelman Trust Barometer’s Edelman Trust Barometer’s 2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS ENGAGEMENT (59%) INTEGRITY (58%) Reputation as a place to work (81%)OPERATIONS Financial performance (76%) PRODUCTS & SERVICES (54%) (76%) Respected CEO or leader (71%) PURPOSE (47%) OPERATIONS (39%) 34 *Data used includes Informed Publics ages 35-64 only in 18-country global total

TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE Gap Importance 63% -22 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 41% 62% -32 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 30% TREATS EMPLOYEES WELL 61% -37 24% PLACES CUSTOMERS AHEAD OF PROFITS 59% -36 23% 58% -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 25% HAS ETHICAL BUSINESS PRACTICES 58% -30 28% 57% -33 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 24% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31 23% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27 26% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 49% -23 26%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47% 23% -24 THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15 26% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 22% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38% WORK FOR OR MOST ADMIRED COMPANIES 28% -10PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37% ISSUES 19% -18 Q80-Q96. [TRACKING] 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 35 26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. 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 26-country global total

INFLUENCER MESSAGE MAPPING Passionate or Who is Trusted MOST to provide you with Company’s Company’s Media Activist Academic credible and honest information about: CEO Employee Spokesperson Consumer A company’s employee programs, benefits & working conditions 21% 63% 16% 13% 11%ENGAGEMENT How a company serves its customers and prioritizes customer needs ahead of company profits 19% 30% 44% 16% 15% INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23% PRODUCTS A company’s innovation efforts and new product development 31% 31% 27% 25% 13% How a company uses its resources and influence to support the environment 21% 26% 34% 27% 13% PURPOSE How a company supports programs that positively impact the local community 22% 27% 35% 20% 23% Partnerships with NGO’s and effort to address societal issues 25% 20% 25% 23% 15% A company’s financial earnings & operational performance 34% 27% 23% 23% 12%OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15% Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19% 36 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 Population in the 26-country global total

THE WAY WE WERE PYRAMID OF CEO INFLUENCE GOVERNMENT “As the circle of those who decide is narrowed, OFFICIALS as the means of decision are centralized and the consequences of decision become enormous, BOARD OF DIRECTORS the course of great events often rests upon the ACADEMICS decisions of determinable circles.” TECHNICAL EXPERTS - C. Wright Mills, 1956 ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW & CONTROLLED INFORMATION37

THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE CEO PYRAMID OF GOVERNMENT FROM 2000 TO 2013 OFFICIALS AUTHORITY (Vertical) BOARD OF DIRECTORS FEW MANY ACADEMICS DICTATE CO-CREATE TECHNICAL EXPERTS FIXED FLEXIBLE ELITE MEDIA MONOLOGUE DIALOGUE CONTROL EMPOWERMENT G E N E R A L P O P U L AT I O N EMPLOYEES ACTION CONSUMERS from LICENSE TO OPERATE to LICENSE TO LEAD SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal)38

EMBRACE THE NEW MANDATE: INCLUSIVE MANAGEMENT ACTIVATE ACROSS MEDIA CLOVERLEAF, BASED IN GROUNDED LEADERSHIPPYRAMID OFAUTHORITY CEO “Grounded Leadership builds legitimacy in key constituent (Vertical) groups and is based in personal dynamism, empathy, GOVERNMENT OFFICIALS authenticity, inspirational goals and courage.” BOARD OF DIRECTORS -- Jeffrey Sonnenfeld ACADEMICS TECHNICAL EXPERTS ELITE MEDIA G E N E R A L P O P U L AT I O N Traditional Hybrid EMPLOYEES Search & ACTION CONSUMERS Content SOCIAL ACTIVISTS Owned Social PYRAMID OF COMMUNITY (Horizontal)

LESSONS FOR LEADERS Observe re-ordering of authority Old values are not sufficient Clear opportunity for business Trust is fragile and perceived behaviors are an anchor40

On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; LanceArmstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu

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Global Deck: 2013 Edelman Trust Barometer

by Edelman Insights on Jan 20, 2013

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Global Deck: 2013 Edelman Trust Barometer Presentation Transcript