2015 EDELMAN TRUST BAROMETER GLOBAL
RESULTS

2 EDELMAN’S 15th Annual TRUST
BAROMETER 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

3 2015 TRUST IS ESSENTIAL
TO INNOVATION 2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE 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 RISING INFLUENCE OF NGOS TRUST IN RETROSPECT

4 2014: A YEAR OF
THE UNPREDICTABLE & UNIMAGINABLE

5 TRUST IN THE FOUR
INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 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 27-country global total. THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE BUSINESS 66% 63% 2014 2015 #1 53% 51% 2014 2015 #3 59% 57% 2014 2015 #2 45% 48% 2014 2015 #4 GOVERNMENTMEDIA NGOS Informed Public

6 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 Argentina 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 NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW THE TRUST INDEX: TRUSTERSNEUTRALDISTRUSTERS 2014 TRUSTERS from 30% to 22% in 2015 GLOBAL 56 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 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

7 DEFICIT NEARLY 10 POINTS
LOWER AMONG GENERAL POPULATION, WITH AN AVERAGE 3 POINT DECREASE IN TRUST ACROSS ALL COUNTRIES THE NEW TRUST DEFICIT: TRUSTERSNEUTRALDISTRUSTERS 2015 GLOBAL 55 2015 GLOBAL 46 Italy 48 S. Africa 48 Hong Kong 47 S. Korea 47 U.K. 46 Argentina 45 Poland 45 Russia 45 Spain 45 Sweden 45 Turkey 40 Ireland 37 Japan 37 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 India 68 UAE 68 Indonesia 67 China 63 Singapore 60 Malaysia 53 Canada 52 Netherlands 52 Mexico 51 Brazil 50 Hong Kong 47 U.S. 44 Argentina 43 Australia 42 Germany 42 Italy 42 S. Africa 42 Russia 40 U.K. 39 France 38 S. Korea 38 Sweden 37 Poland 36 Spain 36 Turkey 35 Japan 34 Ireland 32 Nearly 2/3 of countries are now DISTRUSTERS among the General Online Population Informed Public General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 27-country global total.

8 Lower/Equal Trust in 19
CountriesIncreased Trust in 8 Countries 50% TRUST IN NGOS, 2014 VS. 2015 Q11-14. [NGOs 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. TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING 2014 2015 Informed Public % Trust 66 76 73 64 62 61 62 59 47 75 74 84 76 76 70 75 67 70 77 67 66 69 58 67 58 41 47 37 63 81 77 71 70 65 64 63 58 74 73 72 71 71 68 67 67 66 63 62 61 59 57 51 48 38 37 29

9 Lower/Equal Trust in 15
CountriesIncreased Trust in 12 Countries 50% TRUST IN MEDIA, 2014 VS. 2015 TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA 2014 2015 Informed Public 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 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. % Trust 53 78 70 71 60 45 48 40 40 35 42 30 19 79 70 61 63 55 58 59 54 48 63 54 41 44 37 40 51 80 79 76 62 51 50 48 47 44 43 42 20 77 59 57 56 52 47 46 45 43 41 40 38 34 34 31

10 67% 63% 65% 62%
52% 50% 53% 53% 45% 43% 45% 48% 62% 60% 63% 64% 43% 42% 44% 47% 2012 2013 2014 2015 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 nine-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, 20-country global total. TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION MEDIA SOURCES: SEARCH ENGINES NOW MOST TRUSTED Online Search Engines 72% (+8) Traditional Media 64% (+2) Hybrid Media 63% (+10) Social Media 59% (+11) Owned Media 57% (+10) Informed Public Millennials Are Even More Trusting of Digital Media

11 WHEN IT COMES TO
INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE: MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH 25% 25% 21% 24% 22% 22% 25% 29% 31% 2013 2014 2015 20% 19% 18% 28% 27% 27% 26% 27% 27% 2013 2014 2015 19% 19% 18% 22% 20% 20% 34% 36% 37% 2013 2014 2015 The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total. Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, 20-country global total.

12 Q387-396. Thinking about the
information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27- country global total. 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% Brands I don’t use Celebrities Elected officials A well-known online personality A company CEO Employees of a company A journalist Companies I use An academic expert My friends and family Informed Public TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED TRUSTED NEUTRAL DISTRUSTED

13 Lower Trust in 11
CountriesIncreased Trust in 16 Countries % Trust 50% TRUST IN GOVERNMENT, 2014 VS. 2015 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 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. TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT Informed Public 2014 2015 45 88 53 76 53 60 27 49 42 32 37 34 28 19 24 18 21 75 63 56 51 54 45 43 45 45 23 17 48 90 82 82 72 65 54 50 43 42 41 37 33 30 28 26 26 70 59 49 49 45 42 41 40 33 21 16

14 Lower Trust in 16
CountriesIncreased Trust in 11 Countries % Trust 50% TRUST IN BUSINESS, 2014 VS. 2015 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. TRUST IN BUSINESS: HALF BELOW 50% Informed Public 2014 2015 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

15 FOUR KEY FACTORS AFFECT
TRUST IN BUSINESS COUNTRY OF ORIGIN INDUSTRY SECTOR LEADERSHIP ENTERPRISE TYPE BUSINESS All are showing similar patterns of a post-recovery increase in trust, followed by new declines in the last 12 – 18 months

16 50% 80% 77% 72%
66% 67% 66% 63% 64% 61% 61% 61% 57% 53% 54% 52% 78% 75% 71% 67% 67% 66% 63% 63% 61% 60% 60% 57% 54% 53% 51% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE 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, 27-country global total. 2014 2015 More Trust Less Trust 70% 74% 67% *% of countries in which trust decreased * * *

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

18 TRUST IN COMPANIES WITH
HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) 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: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED Company’s Country of Origin Type of Market Percent in Market Who Trust the Company DEVELOPING Country Multinational Doing Business… … in a Developing Country 57% … in a Developed Country 22% DEVELOPED Country Multinational Doing Business… … in a Developing Country 77% … in a Developed Country 58% Informed Public

19 44% 45% 72% 64%
75% 69% TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS Informed Public 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 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. Edelman’s 2014 Summer Trust Supplement found that, in most emerging markets, large family- owned businesses were the most trusted company type, whereas small family-owned businesses were significantly less trusted. Note that this distinction between large and small family-owned companies used for the Summer Report makes direct comparisons with the 2015 Barometer not possible. DEVELOPED COUNTRIES DEVELOPING COUNTRIES State-owned Big Business Family-ownedState-owned Big Business Family-owned

20 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-country global total. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEO 70% 68% 63% 54% 55% 53% 46% 37% 70% 67% 63% 56% 53% 49% 43% 38% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Financial or Industry Analyst Regular Employee CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public

21 31% 40% 50% 3…
43% 43% 41% 25% 33% 41% 26% 34% 34% 31% 47% 51% 67% 56% 60% 63% 61% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL), ALL DATA BASED ON 20-COUNTRY TOTALS LEADERSHIP: FRESH DECLINES FOR CEOS CEOs not credible as spokesperson in three-quarters of countries Developing Countries Developed Countries Informed Public 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, Trust) Informed Publics, 20-country global total.

TRUST AND
INNOVATION
IN BUSINESS

23 - JEFF BEZOS “New
inventions and things that customers like are usually good for society.” NOT SO FAST…

24 THE PACE OF DEVELOPMENT
AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS… 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, 27-country global total. TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN 51% Too Fast28% Too Slow Informed Public 19% Just Right

25 24% 30% 35% 54%
66% 70% Make the World a Better Place Improve People's Lives Personal Ambition Greed/Money Business Growth Targets Technology DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE: INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY Informed Public Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, 27-country global total.

26 46% 54% 54% 40%
53% 52% 24% 15% 16% 20% 17% 14% Business Financial Services Industry Health Industry Technology Industry Energy Industry Food and Beverage Industry Informed Public 2014 TRUST BAROMETER: 51% say the most important role for government in business is to protect consumers and regulate business NOT ENOUGH REGULATION TOO MUCH REGULATION GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED TO BE: BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

27 TRUST IN RECENT DEVELOPMENTS
IN BUSINESS AND INDUSTRY BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Informed Public Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global total. 50%

28 TRUST IN RECENT DEVELOPMENTS
IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL) 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, 27-country global total. BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE +29 +19 +26 +21 +6 83% 72% 71% 60% 37% 54% 53% 45% 39% 31% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods DEVELOPING COUNTRIES DEVELOPED COUNTRIES … but do not take customers in developing markets for granted. Informed Public 50%

29 25 35 45 55
65 75 85 95 25% 35% 45% 55% 65% 75% 85% TRUSTININSTITUTIONS(TRUSTINDEX) TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE) Data from Table 574 RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE TRUST IN RECENT BUSINESS DEVELOPMENTS Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global total. 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 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, 27- country global total. TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION UAE IND BRA MAL SING MEX GLOBAL US ARG ITA S.KO NETH GER JAP FRA CAN AUS SWE IRE TUR POL S.AF HK SPA U.K. Informed Public RUS INDO CHI

30 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, 27-country global total. 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, 27-country global total. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED 35% 48% 61% 61% 62% 67% 60% 78% 60% 54%Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food and Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT +8 +1 -17 -12 -32 Gap Trust in Industry Sector vs. Trust in Industry to Innovate

BUILDING
TRUST

32 16 KEY ATTRIBUTES TO
BUILDING TRUST INTEGRITY Has ethical business practices Takes responsible actions to address an issue or crisis Has transparent and open business practices 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 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 Delivers consistent financial returns to investors Edelman Trust Barometer research reveals 16 specific attributes that build trust. These can be grouped into five performance clusters listed here in rank order of importance. Q80-Q95. [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) Informed Public, 27-country global total.

33 STATED IMPORTANCE VS. STATED
PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES ENGAGEMENT INTEGRITY OPERATIONS PRODUCTS & SERVICES StatedImportance Stated Performance PURPOSE OPERATIONS in 2008 Informed Public Q80-Q95. [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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general 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 Extremely Well) Informed Public, 27-country global total.

34 BUILDING AND DEFENDING TRUST:
CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY 53% 39% 32% Fails to Contribute to the Greater Good Lacks Economic Growth Does Not Help Me and My Family Live a Fulfilling Life 57% 51% 47% Produces Economic Growth Allows Me to Be a Productive Member of Society Contributes to Greater Good Reasons Trust in Business Has Increased Informed Public Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY]. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total. Reasons Trust in Business Has Decreased 47% 53% 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

BUILDING TRUST
IN INNOVATION

36 ACTIONS THAT INCREASE TRUST
IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES Make test results available publicly for review 80% Partner with an academic institution 75% Run a clinical trial or beta test 71% Partner with an NGO 63% Partner with government 55% 55% AGREE: New developments are not tested enough TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL Informed Public Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY]. 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 [INSERT COUNTRY].

37 THE INNOVATION TRUST MATRIX
Less Transparency Less Accessible Lower Understanding Lower Participation Less Control Trusted Innovation APATHY More Transparency More Accessible Greater Understanding Greater Participation More Control More Clear Benefit Greater Personal Benefit Greater Societal Benefit Less Clear Benefit Less Personal Benefit Less Societal Benefit Informed Public Distrusted Innovation FEAR

38 THE NEW FORMULA FOR
BUSINESS INNOVATION TI Trusted Innovation Discovery Business brings an unrivaled agility and nimbleness, a multi- stakeholder and often global view, founded in specific expertise no other institution can bring. = (D Benefit Benefit is twofold: personal and societal, referring to the trust placed in companies that address individual needs or challenges, as well as larger, macro-issues facing society. B+ Integrity Attributes that build trust in any company, chiefly having ethical business practices, managing risk, treating employees well and operating responsibly as a good corporate citizen. I)+ E Engagement The multiplier factor: the transparency and 3rd-party validation that is integral to innovation. Making test results publically available for review and partnering with other institutions all increase trust. Ensuring information is easy to find, understand, and share is critical.

39 TOWARDS TRUSTED INNOVATION A
REQUIRED SET OF ACTIONS BehaveSolve Engage Fundamentally, business must conduct itself with new rigor and self-awareness. A commitment to robust relationships, transparency and consistency in reporting, active listening to stakeholders’ concerns and a willingness to modify products and services is required. Ultimately this is an action of leadership, culture and conduct. Business must continue to apply its unparalleled perspective and skill to the world’s greatest problems. Enterprise must bring ideas and products to market that yield benefit, while ensuring the public sees the connection between new developments and societal benefit. Innovative product and service solutions should be recognized by stakeholders as more than profit-drivers. Business must adopt a new framework rooted in facilitating dialogue, sharing information and fostering collaboration. Realizing that new developments do not speak for themselves, enterprises must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch their audiences. Business must explain benefits completely, elucidate the technology behind the innovations and communicate its ethical practices in bringing those discoveries to market. A business that does this well is one that invites partnership, encouraged feedback and interaction and listens openly.

40 Trusted Companies BEHAVIOR BASED
ON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global total.

41 Trusted Companies BEHAVIOR BASED
ON TRUST TRUST IN INNOVATION MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global total. #1 most trusted media source: ONLINE SEARCH ENGINES #1 most trusted content creators: FRIENDS AND FAMILY

42 On the cover, from
top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks: REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines Flight MH370: REUTERS/Samsul Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue: REUTERS/Jason Reed; Sony Pictures: AP PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP PHOTO/Richard Drew. On slide 31: Narendra Modi: REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.

43
APPENDIX

44 THE FORTUNE 500 BY
LOCATION, NUMBER OF COMPANIES COMPANIES BASED IN EMERGING MARKETS ARE A LARGER AND GROWING SHARE OF GLOBAL BUSINESS *Africa, Eastern Europe and Central Asia, Latin America, Middle East, South Asia and Southeast Asia. **China, Hong Kong, Macau and Taiwan. Source: http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape 2 1 12 31 120 21 22 12 54 109 477 477 476 415 271 1980 1990 2000 2010 2025 (Projected) DEVELOPED REGIONS EMERGING MARKETS, EXCLUDING CHINA* GREATER CHINA** EMERGING MARKETS TOTAL SHARE5% 5% 5% 17% 46% The McKinsey Global Institute predicts that by 2025, companies headquartered in emerging markets will make up more than 45% of the Fortune 500

45 50 90 70 69
57 56 53 52 52 51 50 46 42 35 34 32 20 39 34 75 70 69 54 38 37 36 34 25 50 89 67 68 54 50 50 51 41 48 44 37 31 29 24 31 18 39 34 85 85 73 64 49 39 43 35 27 Higher Trust in Local/State Government in 16 Countries Higher Trust in Central/Federal Government in 9 Countries Neutral % Trust 50% 2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT TRUST IN GOVERNMENT: MOST COUNTRIES TRUST LOCAL GOVERNMENTS MORE THAN FEDERAL Informed Public LOCAL/STATE CENTRAL/FEDERAL Q322-323. [Local/State Government and Central/Federal Government] 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.

46 21 countries are below
50% in trust of one or both institutions GOVERNMENT BUSINESS % Trust 50% GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015 TRUST IN BUSINESS AND GOVERNMENT: 80% DISTRUST ONE OR BOTH 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 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. Informed Public 2015 48 90 82 72 82 70 65 45 37 59 33 41 54 50 49 49 43 42 40 42 41 28 16 30 33 26 21 26 57 85 84 84 70 61 66 67 73 49 72 60 45 45 48 47 52 45 48 42 41 53 64 48 36 43 46 38

47 China India 67% 73%
55% 79% 58% 55% 47% 50% 26% 61% 22% 30% 66% 74% 54% 80% 59% 58% 49% 52% 29% 63% 25% 31% 73% 77% 55% 83% 61% 60% 51% 54% 28% 62% 26% 30% Buy a Company in Your Country Buy a Minority Share in a Company in Your Country Make a Major Investment in a New Plant or Office in Your Country DEVELOPING COUNTRIES DEVELOPED COUNTRIES Brazil Germany U.K. U.S Informed Public HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO... COUNTRY OF ORIGIN: DEVELOPED MARKETS DISTRUST INVESTMENT FROM DEVELOPING COUNTRY COMPANIES Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics, 27-country global total.

48 21% 31% 29% 23%
29% 47% 34% 30% 23% 31%33% 22% 29% 34% 26% 22% 27% 37% 34% 31% 14% 23% 13% 19% 15% OperationsPurposeProductsIntegrityEngagement 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. Informed Publics, 27-country global total. MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC INFLUENCERS: EMPLOYEES, ACADEMICS, CONSUMERS MOST TRUSTED Informed Public COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON