Ireland 2009 Edelman Trust Barometer

2009 Edelman Trust Barometer at a glance Tenth edition since 2001 4, 475 people in 20 countries on 5 continents Ages 25 to 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 EU Countries: UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, Poland (N=1800 aged 25-64)

Ages 25 to 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

EU Countries: UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, Poland (N=1800 aged 25-64)

What a difference a year-and-a-half makes January 19, 2009 May 14, 2007

“ Every financial system depends on trust...We are in a full-blown crisis because investors and financial managers—the people who run banks, investment banks, hedge funds, insurance companies—have lost that trust.” – Robert J. Samuelson, Newsweek The State of Trust Richard S. Fuld Jr., former CEO, Lehman Brothers 1

“ Every financial system depends on trust...We are in a full-blown crisis because investors and financial managers—the people who run banks, investment banks, hedge funds, insurance companies—have lost that trust.”

– Robert J. Samuelson, Newsweek

Trust in Business, Media, and Government is half empty

Business

The Trust Divide – Emerging vs. Established Economies Trust in business <50% Trust in business >50%

In U.S., trust in business at lowest level, including post-Enron Enron, the dot-com bust and September 11 77% of Americans trust business less today than they did a year ago US joins Europe 20 point drop

Companies less trusted now than year ago Ireland has highest - 83% out of 20 countries trusting business less

Ireland has highest - 83% out of 20 countries trusting business less

Companies headquartered in Sweden, Germany and Canada remain most trusted; companies in China and Russia trusted the least

In Ireland, trust in most industries remained steady

Government

Government fares no better

More in EU still trust business over government Ireland remains with the majority trusting business more than government Business more trusted Government more trusted

Ireland remains with the majority trusting business more than government

By 3:1 margin globally and 4:1 margin for Ireland, publics agree that government should impose stricter regulations and greater control over business across all industries

Three Global Issues: Who Is Responsible for Causing and Solving? Global Warming Energy Costs Financial Credit Crisis

Government and business share responsibility causing global issues . Energy Costs Financial Credit Crisis Global Warming

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Government held most responsible for solving these issues . Reducing Energy Cost Financial Credit Crisis Global Warming

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Business has lost the ability to lead unilaterally Must partner with others to solve global issues

&quot;I understand your disappointment, your anger. This situation is perfectly unacceptable.” - Daniel Bouton former CEO of Société Générale Who Can We Trust? Trust in Information Sources and Spokespeople Declines Across the Board 3

&quot;I understand your disappointment, your anger. This situation is perfectly unacceptable.”

- Daniel Bouton

former CEO of Société Générale

Expertise and peer conversations drives credibility of information sources Traditional Corporate Digital 47% 40% 44% 38% 36% 34% 40% 27% 24% 26% 13% 35% 27% 16% 15% 19%

Ireland trust in traditional information sources wanes

Ireland trust in corporate information channels low Most trusted corporate information source is employees

CEO credibility hits new low globally

Spokesperson credibility remains mostly stable in Ireland Academics or experts most credible *asked as “an academic” in 2008 - 10 +20

Publics Need To Hear Information Regarding A Company Or Brand Multiple Times Through Multiple Channels & Voices 61% 3-5 times total

Through personal action, trust has tangible benefits Chose to buy their products/services Refused to buy their products/services Recommended them to a friend or colleague Criticized them to a friend or colleague Paid a premium for their products/services Bought shares Sold shares Shared positive company opinions/experiences online Shared negative company opinions/experiences online + - Actions taken with trusted and distrusted companies

Public Engagement: a strategy for changing operations and communication Shared Sacrifice Continuous Conversation Private Sector Diplomacy Mutual Social Responsibility

What We Have Learned ~ Ireland Ireland has low trust in government (31%) Ireland has more trust in business (41%) compared to government (31%) Ireland has lower trust in the Healthcare Industry (41%) and Banks (23%) Perceived credibility of all traditional media sources except analyst reports declined over the past year Credibility of Academics (73%) and Financial or Industry Analysts (59%) as spokespeople high 83% trust companies less now than they did a year ago, the highest among all countries 76% agree that government should impose stricter regulations and greater control over business across all industries Ireland places more responsibility on government (88%) than the rest of the EU for causing the Financial Credit Crisis

Ireland has low trust in government (31%)

Ireland has more trust in business (41%) compared to government (31%)

Ireland has lower trust in the Healthcare Industry (41%) and Banks (23%)

Perceived credibility of all traditional media sources except analyst reports declined over the past year

Credibility of Academics (73%) and Financial or Industry Analysts (59%) as spokespeople high

83% trust companies less now than they did a year ago, the highest among all countries

76% agree that government should impose stricter regulations and greater control over business across all industries

Ireland places more responsibility on government (88%) than the rest of the EU for causing the Financial Credit Crisis

A Ten Year Overview of Trust The 2009 Edelman Trust Barometer is the firm’s tenth trust and credibility survey. The survey was produced by Edelman’s research firm StrategyOne. The survey was consisted of a 30-minute telephone survey conducted in November – December 2008. This year, the survey sampled for the first time two different age groups concurrently (25-34 and 35-64). For more information on the Edelman Trust Barometer and to view past results, please visit www.edelman.com/trust.

The 2009 Edelman Trust Barometer is the firm’s tenth trust and credibility survey.

The survey was produced by Edelman’s research firm StrategyOne. The survey was consisted of a 30-minute telephone survey conducted in November – December 2008. This year, the survey sampled for the first time two different age groups concurrently (25-34 and 35-64).

For more information on the Edelman Trust Barometer and to view past results, please visit www.edelman.com/trust.

2009 Edelman Trust Barometer