1.
UK results - January 2015
EDELMAN
TRUST
BAROMETER"

2.
Edelman’s 15th Annual
Trust Barometer & UK Supplement Methodology
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• Ages 25-64
• 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
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
UK Supplement
• 1,000 respondents*
• Ages 18+
• 2 years of data
*Includes a natural fallout of
Informed Publics

3.
ONE | Trust in institutions

4.
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS,
MEDIA AND NGOS IN UK, 2014 VS. 2015
TRUST IN INSTITUTIONS
BUSINESS
56% 52%
2014 2015
#1
42% 43%
2014 2015
#3
67%
51%
2014 2015
#2
41% 38%
2014 2015
#4
GOVERNMENT
MEDIA
NGOS
Informed
Public
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 nine-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 in U.K.
OCT

5.
China
79
UAE
79
Singapore
73
Indonesia
72
India
69
Malaysia
65
Canada
60
Netherlands
60
Hong
Kong
59
Mexico
59
Australia
58
Brazil
57
Germany
57
ArgenPna
53
U.K.
52
S.
Korea
51
Sweden
51
S.
Africa
50
U.S.
49
France
46
Japan
44
Italy
43
Turkey
41
Ireland
39
Spain
39
Russia
37
Poland
35
TRUSTERS
NEUTRAL
DISTRUSTERS
2014
TRUSTERS
from
30%
to
22%
in
2015
GLOBAL
56
Italy
48
S.
Africa
48
Hong
Kong
47
S.
Korea
47
U.K.
46
ArgenPna
45
Poland
45
Russia
45
Spain
45
Sweden
45
Turkey
40
Ireland
37
Japan
37
2015
UAE
84
India
79
Indonesia
78
China
75
Singapore
65
Netherlands
64
Brazil
59
Mexico
59
Malaysia
56
Canada
53
Australia
52
France
52
U.S.
52
Germany
50
GLOBAL
55
DISTRUSTERS
from
33%
to
48%
in
2015
The Trust Index is an average of a country’s trust
in the institutions of government, business,
media and NGOs. 27-country global total.
Informed
Public
OCT
NUMBER OF TRUSTER COUNTRIES
AT AN ALL-TIME LOW
THE TRUST INDEX:

6.
Informed
Public
OCT
TRACKING TRUST IN UK INSTITUTIONS SINCE THE GLOBAL FINANCIAL CRISIS
TRUST IN INSTITUTIONS 2008-2015
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 nine-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 in U.K.
48%
46%
49%
44%
38%
56%
56%
52%
35%
40%
38%
43%
38%
47%
42%
43%
54%
53%
51% 51%
54%
61%
67%
51%
36%
30%
31%
22%
37%
47%
41% 38%
20%
30%
40%
50%
60%
70%
2008 2009 2010 2011 2012 2013 2014 2015
BUSINESS GOVERNMENT
NGOS MEDIA

7.
TWO| Trust in political parties and leaders

8.
TRUST IN POLITICAL PARTIES TO DO WHAT IS RIGHT
NO CLEAR LEADER IN TRUST AMONG UK POLITICAL PARTIES IN THE RUN UP TO THE
GENERAL ELECTION; LIB DEMS FARE WORSE IN 2015, AND REMAIN ON PAR WITH UKIP
TRUST IN GOVERNMENT General
Population
JAN
37%
41%
31% 29%
38%
23% 22%
36% 36%
25%
27%
36%
20%
15%
Conservatives Labour Liberal Democrats UKIP Green Party Scottish National
Party
Plaid Cymru
2014
2015
Q14. Please indicate how much you trust each of the following political parties to do what is right using a nine-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. General Publics

9.
TRUST IN POLITICAL LEADERS TO DO WHAT IS RIGHT
JOHNSON CONTINUES TO ENJOY A TRUST ADVANTAGE OVER CAMERON, THOUGH THE GAP
IS SHRINKING. AS CLEGG’S TRUST DROPS AND FARAGE’S TRUST INCREASES, FARAGE
AND MILIBAND SHARE THE THIRD TIER
TRUST IN GOVERNMENT General
Population
JAN
Q15. Please indicate how much you trust the following political leaders to do what is right using the same nine-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. General Publics
NB: Nicola Sturgeon, Natalie Bennett and Leanne Wood not included in chart
43%
33% 33%
27% 25%
39%
34%
29%
23%
28%
Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage
2014
2015

10.
MOST TRUSTED POLITICAL LEADERS: HONEST COMMUNICATION AND SPEAK THEIR MIND
UK POLITICAL LEADERS MORE TRUSTED TO SPEAK THEIR MIND THAN TO COMMUNICATE
HONESTLY, ESPECIALLY BORIS JOHNSON AND NIGEL FARAGE
TRUST IN GOVERNMENT General
Population
JAN
COMMUNICATE HONESTLY
SPEAK THEIR MIND
Q17. Please indicate how much you trust the following political leaders to communicate honestly using the same nine-point scale where one means that you “do not
trust them at all” and nine means that you “trust them a great deal”. q18: Please indicate how much you trust the following political leaders to speak their mind using
the same nine-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 General Publics
NB: Nicola Sturgeon, Natalie Bennett and Leanne Wood not included in chart
42%
36% 32%
24%
31%
66%
43%
37%
32%
61%
Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage

11.
MOST TRUSTED POLITICAL LEADERS: GIVE £10 BACK
IN A HYPOTHETICAL SITUATION, ONLY HALF WOULD TRUST BORIS JOHNSON, DAVID
CAMERON AND ED MILIBAND TO GIVE THEM £10 BACK
TRUST IN GOVERNMENT General
Population
JAN
Q16. We’d now like you to think about a hypothetical situation. Imagine that you were to lend each of the political leaders below £10. Please indicate how much you
trust the following political leaders to give you the £10 back. Please use the same nine-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. General Publics
50% 49% 48%
44%
40%
35%
Boris Johnson David Cameron Ed Miliband Nick Clegg Nigel Farage Nicola Sturgeon
NB: Natalie Bennett and Leanne Wood not included in chart

12.
OPPORTUNITIES TO INCREASE TRUST IN GOVERNMENT IN 2015
HONEST COMMUNICATIONS ARE KEY FOR INCREASING ALL
BRITS’ TRUST IN GOVERNMENT
TRUST IN GOVERNMENT General
Population
JAN
52%
44%
32%
30%
16%
13%
13%
12%
9%
Honest communications
Increased regulation on immigration
Regulation of the UK relationship with Europe
Address unemployment
Politicians speaking their mind
Economic developments in Europe
The continuation of ‘austerity measures’
Increased regulation on data privacy
Political developments in Europe
Q11. Which of the following, if any, do you think will make you trust government in general more in 2015? General Publics. NB: Don’t know / other not included
INCREASE IN TRUST

13.
THREE| UK’s role in Europe

14.
UK AND THE EUROPEAN UNION
BRITS CONTINUE TO HAVE POLARISED VIEWS ON THE UK’S RELATIONSHIP WITH EUROPE,
AND ARE DIVIDED ON THE IMPACT OF LEAVING THE EU ON TRUST IN THE UK
TRUST IN GOVERNMENT General
Population
JAN
Q35. Thinking about the United Kingdom’s membership of European Union, please indicate whether you WANT the UK to leave the
European Union or the UK to remain part of the European Union. General Publics
Q36. Please indicate how much your trust in the UK would be affected if the UK were to leave the European Union. General Publics
The UK to
remain part
of the
European
Union
46%
Don’t know
14%
The UK to
leave the
European
Union
41%
11%
20%
29%
21%
11%
Trust MUCH LESS
Trust SOMEWHAT LESS
Trust the same, NO CHANGE
Trust SOMEWHAT MORE
Trust MUCH MORE
Impact of leaving the EU on trust in UK
2014:
46%
2014:
40%

15.
FOUR | Trust in business

16.
Informed
Public
OCT
TRUST IN BUSINESS, 2014 VS. 2015
TRUST IN BUSINESS
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
nine-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.
HALF BELOW 50%
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
59
82 82
79
70
54
63
58
45 45 43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43 41 39
57
85 84 84
73
66 64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36

17.
Informed
Public
OCT
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
TRUST IN BUSINESS
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 nine-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.
COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED
50%
76%
75%
75%
74%
70%
69%
68%
65%
62%
51%
51%
50%
38%
36%
35%
34%
31%
Most
Trusted

18.
OPPORTUNITIES TO INCREASE TRUST IN BUSINESS IN 2015
PAYING EXPECTED LEVELS OF TAX AND RESPONSIBLE
BEHAVIOUR WILL MAKE BRITS TRUST BUSINESS MORE IN 2015
TRUST IN BUSINESS General
Population
JAN
Q7. Which of the following, if any, do you think will make you trust business in general more in 2015? General Publics. NB: Don’t know / other not included
42%
42%
34%
32%
30%
24%
18%
Paying expected levels of tax
Responsible behaviour
Increased transparency about operations and business practices
Putting customers at heart of business
Consistent level of service and quality
Driving growth in the economy
Addressing society’s needs
INCREASE IN TRUST

19.
50%
32%
64%
49%
69%
32%
64%
70%
43%
79%
59%
44%
62%
71% 69%
77%
38%
70%
51%
69%
32%
62%
67%
40%
75%
54%
39%
57%
65% 62%
70%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS:
TECHNOLOGY-BASED* INDUSTRIES DECLINE ALONG WITH
OTHER SECTORS
Informed
Public
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 nine-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
2014 2015
Increased Trust Decreased Trust
OCT

20.
FIVE | Trust in business
innovation

21.
TRUST IN BUSINESS INNOVATION
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the
response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics in U.K.
Informed
Public
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN U.K. TODAY IS …
49% Too Fast19% Too Slow 26% Just Right

22.
BUSINESS INNOVATION
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? Informed Publics, in U.K.
Informed
Public
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN U.K.
53% 50%
42% 39% 38%
Electronic and Mobile
Payments
Cloud Computing Electronic and
Personal Health
Trackers
Hydraulic Fracturing Genetically Modified
Foods
50%

23.
BUSINESS INNOVATION
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? Informed Publics, in U.K. and 27 country global.
Informed
Public
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, U.K. VS.
GLOBAL
50%
U.K.
GLOBAL
42%
53% 50%
39% 38%
69%
59%
55%
47%
32%
Electronic and Mobile
Payments
Electronic and Personal
Health Trackers
Cloud Computing Hydraulic Fracturing Genetically Modified
Foods

24.
BUSINESS INNOVATION
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these
recent developments? (Showing % who trust, rated 6-9). Informed Publics, in U.K.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale,
where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” Informed Publics, in U.K.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN U.K.
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
34%
37%
44%
58%
64%
67%
39%
38%
75%
62%
Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food & Beverage
Genetically Modified Foods
+2
-17
+6
-2
-33
Gap
Trust in Industry Sector
vs. Trust in Industry to Innovate

25.
SIX | Trust in media

26.
DRIVERS OF DECREASED TRUST IN MEDIA OVER THE PAST YEAR
CORRUPTION OR FRAUD WAS PRIMARILY RESPONSIBLE FOR THE DECREASE IN
TRUST IN MEDIA OVER THE PAST YEAR ACCORDING TO THOSE TRUSTING MEDIA LESS
TRUST IN MEDIA General
Population
JAN
Q5. Which of the following is the main reason why your trust in media decreased over the last year? General Publics. NB: Don’t know / other not included
27% 25% 23%
11% 11%
Corruption or fraud Wrong incentives driving
editorial decisions
Lack of regulation or control Transparency issues Poor performance/
incompetence

27.
ONE | Trust in NGOs

28.
18% 15% 13% 11% 9% 9% 8% 7% 5%
Too focused on
money
Lost touch with
the UK
Abuse / poor use
of public funding
Corruption or
fraud
Poor
performance/
incompetence
Wrong incentives
driving
organisational
decisions
Irresponsible
behaviour
Transparency
issues
Lack of regulation
or control
DRIVERS OF DECREASED TRUST IN NGOS OVER THE PAST YEAR
Q6. Which of the following is the main reason why your trust in NGOs decreased over the last year? General Publics. NB: Don’t know / other not included
AN EXCESSIVE FOCUS ON MONEY AND NGOS LOSING TOUCH WITH THE UK
ARE THE MAIN CAUSES FOR THOSE LOSING TRUST IN NGOS
TRUST IN NGOS General
Population
JAN

29.
UK Results - January 2015
EDELMAN
TRUST
BAROMETER"