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2012EDELMAN TRUST BAROMETERGLOBAL RESULTS
2012 Edelman Trust Barometer    METHODOLOGY OVERVIEW                                                                      ...
Edelman Trust Barometer in retrospect                    2011                    Rise of authority figures                ...
4   © Edelman, 2012. All rights reserved.
Distrust is growing; nearly twice as many countries are now skeptics    Fewer countries now in neutral zone               ...
The Fragility of Trust: Focus on Japan           2011                                2012           Informed Public       ...
Trust in three of four institutions declines; only media rises    TRUST IN INSTITUTIONS         2011         Informed Publ...
Record decline in government -- NGOs and business fall to 2009 trust level    TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TO...
Several mature markets see double-digit drops in business trust      TRUST IN BUSINESS            2011            Informed...
Technology remains on top in all markets, finance sector still at bottom     TRUST IN INDUSTRIES – GLOBAL                 ...
Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West     TRUST IN BANKS             U.S.         ...
Trust in technology remains high in all markets     TRUST IN TECHNOLOGY             U.S.                    Japan         ...
Majority of countries now distrust government      TRUST IN GOVERNMENT           2011           Informed Public           ...
Media only institution to see trust increase      TRUST IN MEDIA           2011           Informed Public           2012  ...
Skepticism requires repetition     MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE                                       ...
Diversification of Media     TRUST IN INFORMATION SOURCES         2011         Informed Public         2012         Inform...
NGOs still most trusted institution, despite some declines      TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)            ...
NGOs surge in China and India     TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)             U.S.             UK/France/Ge...
19   © Edelman, 2012. All rights reserved.
Trust in business and government move in sync since 2008 in Western Economies     TRUST IN BUSINESS AND GOVERNMENT        ...
Credibility of CEOs and government officials plummet     Peers and regular employees see dramatic rise      CREDIBLE SPOKE...
CEO credibility returns to low of 2009     CEO CREDIBILITY             U.S.                    Japan             UK/France...
Government leaders less trusted than business leaders to tell the truth           Business           Leaders           Gov...
Business not meeting public’s expectations          Business          Importance          Company                      LIS...
Government not meeting public’s expectations          Government          Importance          Government          Performa...
Despite lack of trust in government, calls for increased regulations      % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSIN...
Calls for greater protection and responsible behavior        THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN...
28   © Edelman, 2012. All rights reserved.
BUSINESS             CAN EARN LICENSE TO LEAD                                                2008-2009                    ...
Business: from license to operate to license to lead               CURRENT TRUST                                          ...
Earn License to Lead                       Exercise principles-based leadership, not rules based performance              ...
32   © Edelman, 2012. All rights reserved.
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The Fragility of Trust: Focus 2012 Edelman Trust Barometer: Global Deck

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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.

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  • Annual trust and credibility survey a must read.
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  • Slide 16: Diverification in media, incl. SM
    Slide 21: biggest decline in govermental trust and credibility since ever
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  • Slide21: biggest decline in govermental trust since ever
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