Edelman's 13th annual survey examines trust in the U.S. energy industry, revealing that trust levels have shifted back to neutral after a previously high distrust. The survey, based on responses from over 31,000 people across 26 countries, highlights that while overall trust in the energy industry is at 53%, it exceeds trust in business overall (50%) and demonstrates notable regional differences. Additionally, it indicates that trust varies significantly between informed publics and the general population, with informed publics generally exhibiting greater trust levels.

1. U.S. ENERGY INDUSTRY FINDINGS

2. EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
2
ONLINE SURVEY
IN 26 COUNTRIES
• 31,000+ respondents
• 5 years in 20+ markets
• 8 years in 10+ markets
GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+
• 2 years of data
INFORMED
PUBLICS
• 500 respondents in U.S. and
China & 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
• 13 years of data

3. 2013
RISING INFLUENCE OF NGOS2001
FALL OF THE CELEBRITY CEO2002
EARNED MEDIA MORE CREDIBLE THAN ADVERTISING2003
U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT2004
TRUST SHIFTS FROM “AUTHORITIES” TO PEERS2005
“A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON2006
BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA2007
YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS2008
BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST2009
TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS2010
RISE OF AUTHORITY FIGURES2011
THE FALL OF GOVERNMENT2012
CRISIS OF LEADERSHIP
EDELMAN TRUST BAROMETER IN RETROSPECT
3

4. TRUST 2013
ENERGY INDUSTRY DEEP DIVE
THE PATH FORWARD: TRUST BUILDING, TRUSTED SOURCES
AND COMMUNICATION IMPLICATIONS
THE STATE OF TRUST
4

5. STATE OF TRUST

6. GLOBAL 57
China 80
Singapore 76
India 71
Mexico 68
Hong Kong 67
UAE 66
Malaysia 64
Canada 62
Indonesia 62
U.S. 59
Netherlands 59
Brazil 55
Germany 55
France 54
Sweden 54
UK 53
Italy 51
Australia 50
Poland 48
S. Korea 47
Ireland 46
Argentina 45
Spain 42
Turkey 42
Japan 41
Russia 36
2011 20132012
DISTRUSTERSTRUSTERSNEUTRAL
GLOBAL 51
China 76
UAE 68
Singapore 67
India 65
Indonesia 63
Mexico 63
Netherlands 61
Hong Kong 61
Canada 58
Malaysia 57
Italy 56
Argentina 54
Australia 53
Brazil 51
Sweden 49
U.S. 49
South Korea 44
Poland 44
U.K. 41
Ireland 41
France 40
Germany 39
Spain 37
Japan 34
Russia 32
EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012,
SHIFT BACK TO NEUTRAL IN 2013
GLOBAL 55
Brazil 80
UAE 78
Indonesia 74
China 73
Netherlands 73
Mexico 69
Singapore 67
Argentina 62
India 56
Italy 56
Canada 55
South Korea 53
Sweden 52
Japan 51
Australia 51
Spain 51
France 50
Poland 49
Germany 44
U.S. 42
U.K. 40
Russia 40
Ireland 39
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
6
Big Changes
from 2008
Germany +19
China +18
Canada +14
India +11
Big Changes
from 2012
Germany +16
France +14
UK +12
US +10

7. 2013
7
GLOBAL 57
China 80
Singapore 76
India 71
Mexico 68
Hong Kong 67
UAE 66
Malaysia 64
Canada 62
Indonesia 62
U.S. 59
Netherlands 59
Brazil 55
Germany 55
France 54
Sweden 54
UK 53
Italy 51
Australia 50
Poland 48
S. Korea 47
Ireland 46
Argentina 45
Spain 42
Turkey 42
Japan 41
Russia 36
GLOBAL 48
China 70
India 64
UAE 63
Singapore 63
Indonesia 61
Malaysia 61
Mexico 59
Hong Kong 54
Canada 52
Brazil 51
Netherlands 50
Argentina 48
U.S. 45
Germany 44
UK 43
S. Korea 43
Turkey 43
France 41
Italy 40
Sweden 40
Australia 39
Spain 37
Japan 35
Poland 34
Ireland 33
Russia 30
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
Largest Differences between
General & Informed Publics
Poland, US, Sweden: - 14 points
Singapore, Ireland, Hong Kong,
France: - 13 points
General
Population
9 points lower
than Informed
Publics
INFORMED PUBLIC
2013GENERAL PUBLIC
DISTRUSTERSTRUSTERSNEUTRAL
LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS

8. 54%
39%
50%
43%
56%
59%
59%
36%
54%
46%
50%
62%
43%
30%
46%
40%
43%
53%
63%
45%
63%
55%
58%
70%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011 2012 2013
Energy
Business
Government
NGOs
TRUST IN INSTITUTIONS RISE PAST 2010 HIGHS
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 – U.S.
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 US
8
2008
16 point gap
between business &
government trust
2013
Business, energy &
government trust are
all within 9 points
NGOs

9. 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 25-64
in US
TRUST ON THE RISE ACROSS INSTITUTIONS
TRUST IN INSTITUTIONS – U.S.
9
2012
Total Trust
2013
Total Trust
45% 51%
US
2012
Total Trust
2013
Total Trust
58%
70%
US
2012
Total Trust
2013
Total Trust
NGOS
BUSINESS
MEDIA
GOVERNMENT
2012
Total Trust
2013
Total Trust
43%
53%
US
50%
62%
US
ENERGY
2012
Total Trust
2013
Total Trust
56% 59%

10. 59%
82%
64%
49%
74%
56%
81%
44%
56%
52%
44%
40%
62%
56%
47% 48%
63%
58%
48%
61% 60%
77%
44%
58%
65%
74%
31%
50%
41%
33%
19%
47%
30%
57%
20%
35%
32% 32%
29%
53%
47%
40%
43%
60%
58%
48%
62% 63%
82%
49%
65%
73%
81%
44%
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
global total and across 26 countries
BUSINESS TRUSTED MORE THAN GOVERNMENT IN
16 OF 26 MARKETS SURVEYED
TRUST IN BUSINESS VS. GOVERNMENT - 26 MARKET OVERVIEW
Government
Business
GAP BETWEEN BUSINESS & GOVERNMENT GROWING
Globally, largest gap since 2007*
US Trust in Business: 62%
US Trust in Government: 53%
US Trust in Energy: 59%
10

11. SLIGHT UPTICKS IN MANY SCORES, INCLUDING ENERGY
TRUST IN INDUSTRIES – U.S.
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 Public ages 25-64 in US
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 25-64 (only industries tracked from 2012 to
2013 shown)
80%
75%
72%
70%
70%
66%
59%
55%
52%
50%
50%
Technology
Brewing and spirits
Food and beverage
Automotive
Consumer packaged goods
Telecommunications
Energy
Pharmaceuticals
Financial services
Banks
Media
20132012
41%
46%
48%
56%
56%
64%
66%
71%
74%
74%
83%
Banks
Financial services
Media
Energy
Pharmaceuticals
Telecommunications
Automotive
Brewing and spirits
Consumer packaged goods
Food and beverage
Technology
Technology #1 in all
markets surveyed

12. ENERGY INDUSTRY DEEP DIVE

13. 50%
Trust in Business
53%
Trust in the Energy Industry
THE GENERAL PUBLIC IS MORE TRUSTING OF THE ENERGY INDUSTRY THAN
BUSINESS OVERALL
TRUST IN ENERGY INDUSTRY VS. TRUST IN BUSINESS – U.S.
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”.; 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) General Population in US
13
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Energy Industry
Trust (53%)
Business Trust
(50%)

14. 14
57%
61%
69%
55%
49%
80%
54%
80%
75%
69%
43% 42%
47%
71%
76%
67%
76%
49%
55%
49%
57%
53%
52%
37%
40%
36% 37%
50%
35%
43%
37%
32%
67%
42%
68%
64%
58%
34% 33%
38%
63%
69%
60%
69%
44%
51%
45%
53%
50%
54%
42%
48%
44%
49%
Energy Industry
Business
ENERGY INDUSTRY MORE TRUSTED THAN BUSINESS IN 21 OF 26 MARKETS;
LARGEST DIFFERENCES SEEN IN SOUTH KOREA AND HONG KONG
TRUST IN ENERGY INDUSTRY VS. BUSINESS IN GENERAL – 26 MARKET OVERVIEW
Q11-1[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”.; 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) General Population in 26 -country global total and across 26 countries
J
US Trust in Energy :53%
US Trust in Business: 50%

15. 54%
39%
50%
43%
56%
59%
10%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011 2012 2013
TRUST IN ENERGY INDUSTRY RISES PAST 2008 PRE-RECESSION LEVELS
TRUST IN ENERGY INDUSTRY – (INFORMED PUBLICS AGES 35-64) – U.S.
15 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 Public in US

16. TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST AMONG
DEVELOPED MARKETS
TRUST IN ENERGY INDUSTRY BY REGION – GLOBAL OVERVIEW
53% 54%
62% 61% 61%
58%
43%
57%
53%
70%
67% 66%
61%
45%
Global US BRIC Latin America APAC North America EU
16 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) General Population in 26 -country global total and across APAC, BRIC,
Latin America, North America and EU region
2012 2013

17. 53%
68%
74%
66% 66%
65%
68%
64%
68%
69%
56%
52%
54%
50%
54%
52%
58%
43%
38%
43%
37%
46%
30% 29% 30%
41%
57%
80% 80%
76% 76% 75%
71%
69% 69%
67%
61%
57%
55% 55%
54% 53%
52%
49%
49% 49%
47%
43%
42% 40%
37% 37% 36%
2012 2013
50%
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) General Population in 26 -country global total and across 26 countries
OVER THE PAST YEAR, TRUST IN THE ENERGY INDUSTRY SIGNIFICANTLY INCREASED IN
SEVERAL MARKETS WITH GREATEST INCREASES SEEN IN INDIA AND JAPAN
2012 VS. 2013 TRUST IN ENERGY INDUSTRY– 26 MARKET OVERVIEW
17
n/a
2012 US Trust in Energy :54%
2013 US Trust in Energy: 53%

18. 57%
80% 80%
76% 76% 75%
71%
69% 69% 67%
61%
57%
55% 55%
54%
53% 52%
49% 49% 49%
47%
43% 42%
40%
37% 37% 36%
23%
7% 8%
13%
9%
7%
12%
16%
12%
8%
14%
23%
25% 25%
29%
26%
23%
31%
28%
21%
33%
35% 34% 34%
40% 41%
42%
Trust in Energy Industry
Distrust in Energy Industry
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 and Bottom 4 Box, Distrust) General Population in 26 -country global total and
across 26 countries
TRUST HIGHER THAN DISTRUST IN MAJORITY OF MARKETS;
DISTRUST HIGHEST IN UK, GERMANY AND AUSTRALIA
TRUST IN ENERGY INDUSTRY VS. DISTRUST IN ENERGY INDUSTRY – 26 MARKET OVERVIEW
18
US Trust in Energy: 53%
US Distrust in Energy: 26%

19. 53%
65%
54% 53%
35%
Energy Industry Renewables Natural Gas Utilities Oil
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in US
TRUSTED AMONG ENERGY SECTORS –
RENEWABLES MOST TRUSTED; OIL LEAST TRUSTED
TRUST IN ENERGY INDUSTRY SECTORS – U.S.
19

20. 68%
84% 84%
79% 77% 76% 76% 75%
73%72% 71% 71% 70% 70%
68%68% 65%
65% 64% 64%
61% 60% 59% 59% 57%
55% 53%
50%
20
TRUST IN ENERGY INDUSTRY SECTORS – RENEWABLES
IN ALL 26 COUNTRIES SURVEYED, OVER HALF TRUST THE RENEWABLES
SECTOR
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in 26 -
country global total and across 26 countries
U.S. Trust in Renewables: 65%

21. 58%
85%
80%
74% 72% 72% 71% 70% 70%
65% 65%
60%
56%55% 54% 53% 53% 53%
49%
47% 46% 45% 45%
43% 43%
37% 37%
50%
21
TRUST IN ENERGY SECTORS – NATURAL GAS
CHINA AND INDIA MOST TRUSTING OF THE NATURAL GAS SECTOR; TRUST
LOWEST IN GERMANY AND IRELAND
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in 26 -
country global total and across 26 countries
U.S. Trust in Natural Gas: 54%

22. 49%
77% 77%
74% 73% 72%
69% 69%
66%
62%
52%
49%
47%
42% 41%
39% 37%
35%
35%
33% 33% 33%
30% 30% 30% 29% 28%
50%
22
TRUST IN ENERGY SECTORS – OIL
COUNTRIES CLEARLY DIVIDED OVER TRUST IN THE OIL SECTOR; TRUST HIGHEST IN
EMERGING AND ASIAN MARKETS ONCE AGAIN
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in 26 -
country global total and across 26 countries
U.S. Trust in Oil: 35%

23. 53%
78%
75%
74% 73%
69% 69% 68% 68%
64%
57%
54% 54%53% 53%
50% 47%
40% 40% 40% 40% 39% 38%
36% 36% 35%
18%
50%
23
TRUST IN ENERGY INDUSTRY SECTORS – UTILITIES
EMERGING MARKETS TEND TO BE MOST TRUSTING OF THE UTILITIES SECTOR;
RUSSIA OUTLIER WITH ONLY ONE IN FIVE RUSSIANS TRUSTING THE SECTOR
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population in 26 -
country global total and across 26 countries
U.S. Trust in Utilities: 53%

24. TRUST BUILDING

25. BUILDING TRUST – KEY PERFORMANCE CLUSTERS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
INTEGRITY
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
PURPOSE
OPERATIONS
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
PRODUCTS & SERVICES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
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
ENGAGEMENT
Edelman Trust Barometer
research reveals 16 SPECIFIC
ATTRIBUTES which build trust.
These can be grouped into
FIVE PERFORMANCE CLUSTERS
listed here in rank order of
importance.
25

26. THE EVOLUTION OF TRUST – WHAT MOVES THE NEEDLE
INTEGRITY (58%)
PURPOSE (47%)
OPERATIONS (39%)
PRODUCTS & SERVICES (54%)
ENGAGEMENT (59%)
Edelman Trust Barometer’s
2013 TRUST PERFORMANCE CLUSTERS
Edelman Trust Barometer’s
2008 TRUST DRIVERS*
OPERATIONS
(76%)
Reputation as a place to work (81%)
Financial performance (76%)
Respected CEO or leader (71%)
26
*Data used includes Informed Publics ages 35-64 only in 18-country global total

27. 37%
45%
42%
52%
46%
55%
62%
57%
65%
72%
74%
72%
55%
71%
74%
74%
41%
49%
50%
55%
59%
63%
65%
68%
69%
69%
70%
72%
72%
76%
77%
77%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO
ADDRESS SOCIETAL ISSUES
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST
COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL
COMMUNITY IN WHICH THE COMPANY OPERATES
COMMUNICATES FREQUENTLY & HONESTLY ON STATE OF ITS
BUSINESS
TREATS EMPLOYEES WELL
HAS ETHICAL BUSINESS PRACTICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
PLACES CUSTOMERS AHEAD OF PROFITS
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
2013 ENERGY INDUSTRY IMPORTANCE VS. BUSINESS IMPORTANCE – U.S.
TRUST BUILDING ATTRIBUTES – WHAT MATTERS FOR ENERGY
Gap
+3
+3
+5
+17
-
-4
-3
+4
+11
+3
+8
+13
+3
+8
+4
+4
ENERGY
BUSINESS
27

28. 28
40%
27%
29%
25%
39%
36%
41%
35%
27%
38%
27%
49%
23%
33%
40%
31%
38%
44%
45%
46%
54%
54%
55%
57%
65%
66%
69%
70%
71%
73%
74%
76%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL
ISSUES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO
WORK FOR' OR 'MOST ADMIRED COMPANIES'
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH
THE COMPANY OPERATES
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
TREATS EMPLOYEES WELL
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
PLACES CUSTOMERS AHEAD OF PROFITS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
HAS ETHICAL BUSINESS PRACTICES -45
-34
-40
-48
-21
-42
-28
-38
-22
-14
-18
-15
-21
-16
-17
+2
Q70-85/Q86-101. Please think about businesses in the Energy Industry. How important is each of the following actions to building your trust in businesses in the Energy Industry?
Please 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'. [Top 2
Box, Trust - Very Important (8-9)], General Population, Global 25-Country Total (Excludes Don’t Know) ;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 US
*Importance attribute data used here is from the 2012 Trust Barometer
2012 ENERGY INDUSTRY IMPORTANCE VS. 2013 BLINDED ENERGY COMPANY PERFORMANCE – US (FOR ILLUSTRATION PURPOSES)
Gap
Importance
Performance
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE

29. 29
PRODUCTS
& SERVICES
ENGAGEMENT
INTEGRITY
PURPOSE
OPERATIONS
Trust-Building
Opportunity Quadrant
PRIORITIZING CLUSTERS BY IMPACT POTENTIAL
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
*Energy importance attributes data was asked in the 2012 Trust Barometer
INTEGRITY
UNDER-PERFORMING ON HIGH PRIORITIES PERFORMING
Quality
Society
Communicates
Customers
PERCEIVED PERFORMANCE
STATEDIMPORTANCE
LOW PERFORMANCE ON LOWER EXPECTATIONS OVER-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
PRODUCTS & SERVICES
PURPOSE
OPERATIONS
2012 ENERGY IMPORTANCE VS. BLINDED ENERGY COMPANY PERFORMANCE (FOR ILLUSTRATION PURPOSES)

30. TRUSTED SOURCES AND
COMMUNICATIONS IMPLICATIONS

31. 58% 58%
43% 41% 40%
51%
47%
32%
26%
30%
65%
71%
56% 58%
52%52% 51%
38%
28% 27%
TRADITIONAL MEDIA ONLINE SEARCH
ENGINES
HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
Global Developed Emerging US
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. Emerging
Markets; Age breakdown for general population in 26-country global total
MAINSTREAM MEDIA REIGNS IN DEVELOPED MARKETS,
EQUIVALENCE AMONG SOURCES IN EMERGING MARKETS
YOUTH TRUSTS, OLDER GENERATIONS DISTRUST NON-TRADITIONAL MEDIA – GLOBAL OVERVIEW
59%
61%
49% 47% 44%
61% 60%
48%
45% 43%
56% 56%
40%
37% 37%
54%
49%
29% 29% 31%
TRADITIONAL MEDIA ONLINE SEARCH
ENGINES
HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
18-29 30-44 45-64 65+
GLOBAL AGE BREAKDOWN
31

32. 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)Informed Publics ages 25-64 in US, General Population in US
SEARCH AND TRADITIONAL MEDIA CONTINUOUSLY PROVE MOST TRUSTED
AMONG THE INFORMED AND GENERAL PUBLIC
TRUST IN MEDIA SOURCES – U.S.
32
2013
62% 62%
51%
39%
34%
51% 52%
38%
28% 27%
ONLINE SEARCH
ENGINES
TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA

33. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – U.S.
29%
37%
50%
52%
61%
66%
68%
67%
31%
34%
47%
58%
62%
68%
71%
74%
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A technical expert
A person like yourself
Academic or expert
2012
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 25-64 in US, General Population US33

34. 74%
69%
63%
56%
54%
52%
43%
41%
24%
21%
69%
66%
57%
57%
48%
49%
39%
30%
17%
16%
Academic or expert
Technical expert in the company
A person like yourself
Regular employee
NGO representative
Financial or industry analyst
CEO
Government official or regulator
Blogger
Entertainer/athlete
TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – U.S.
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 25-64 in US, General Population US34

35. 66% 66% 67%
74% 74%
25%
19%
31%
34% 34%
43%
62%
45%
40%
32%
71%
63%
25% 26%
32%
28%
31%
41%
45%
34%
32%
23%
62%
56%
10%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011 2012 2013
An academic or expert on company issues CEO
A person like yourself Government official/regulator
Regular employee
TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER
CREDIBILITY OF SPOKESPEOPLE – U.S. INFORMED PUBLICS AGES 35-64
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 US
35

36. Who is Trusted MOST to provide you with
credible and honest information about:
Company’s
CEO
Company’s
Employee
Passionate or
Activist
Consumer
Academic
Media
Spokesperson
A company’s employee programs, benefits & working
conditions
15% 71% 16% 12% 8%
How a company serves its customers and prioritizes
customer needs ahead of company profits
14% 30% 46% 19% 15%
A company’s situation in a time of crisis 32% 26% 21% 23% 25%
A company’s innovation efforts and new product
development
28% 39% 26% 24% 11%
How a company uses its resources and influence to
support the environment
18% 26% 36% 27% 12%
How a company supports programs that positively
impact the local community
18% 27% 39% 19% 25%
Partnerships with NGO’s and effort to address societal
issues
23% 17% 31% 27% 14%
A company’s financial earnings & operational
performance
29% 26% 20% 27% 11%
A company’s business practices, both positive & negative 16% 40% 31% 23% 13%
Accomplishments about a company’s senior leadership 32% 34% 21% 20% 17%
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 US
INFLUENCER MESSAGE MAPPING – U.S.
ENGAGEMENT
INTEGRITY
PRODUCTS
OPERATIONS
PURPOSE
36

37. 50%
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,
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)
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS – 26 MARKET OVERVIEW
Government official or
regulator Credibility
CEO Credibility
37
MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS
BELOW 50% IN THEIR CREDIBILITY RATING
45%
52%
70%
55%
52%
73%
41%
52%
34%
36%
62%
55%
42%
22%
37%
39%
43%
27% 28%
56%
37%
34%
54%
26%
40%
35%
48%
38%
18%
36%
22%
32%
54%
23%
35%
22% 25%
54%
48%
35%
15%
31%
36%
41%
25%
27%
55%
37% 36%
56%
32%
47%
45%
60%
US CEO Credibility: 43%
US Gov’t Official/Regulator Credibility: 41%

38. 14%
24%
13% 15%
SOLVE SOCIAL OR SOCIETAL
ISSUES
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
MAKE ETHICAL AND MORAL
DECISIONS
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
TRUST IN BUSINESS AND GOVERNMENT – A CRISIS OF LEADERSHIP
US TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
13% 13% 11% 10%
SOLVE SOCIAL OR SOCIETAL
ISSUES
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
MAKE ETHICAL AND MORAL
DECISIONS
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
GOVERNMENT LEADERS
38
BUSINESS LEADERS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
population in US

39. 6%
7%
20%
20%
45%
LACK OF REGULATION OR CONTROL
TRANSPARENCY ISSUES
WRONG INCENTIVES DRIVING POLICIES
CORRUPTION OR FRAUD
POOR PERFORMANCE/ INCOMPETENCE
4%
10%
11%
35%
36%
TRANSPARENCY ISSUES
POOR PERFORMANCE/
INCOMPETENCE
LACK OF REGULATION OR CONTROL
CORRUPTION OR FRAUD
WRONG INCENTIVES DRIVING
BUSINESS DECISIONS
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,
INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT – U.S.
REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
Q22. [ASK IF TRUST GOVERNMENTLESS 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
LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in US
REASONS FOR TRUSTING
GOVERNMENT LESS
REASONS FOR TRUSTING
BUSINESS LESS
71% 65%
39

40. 8%
6%
10%
20%
24%
13%
33%
38%
38%
55%
71%
41%
France
Germany
US
India
China
Global
Trust in Government
Trust Government Leaders to tell the truth
10%
13%
15%
34%
32%
18%
37%
42%
50%
68%
67%
50%
France
Germany
US
India
China
Global
Trust in Business
Trust Business Leaders to tell the Truth
LEADERSHIP TRUST GAP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP – SELECT COUNTRY OVERVIEW
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
-32
-35
-34
-35
-27
-28
-47
-35
-28
-25
-29
-32
40

41. GENERAL POPULATION
CEO
BOARD OF
DIRECTORS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
Vertical Flow &
Controlled Information
PYRAMID of AUTHORITY
41
OLD MODELS
NO LONGER
WORK
IN ISOLATION

42. GENERAL POPULATION
EMPLOYEES
ACTION CONSUMERS
SOCIAL ACTIVISTS
Power of Peer-to-Peer &
Horizontal Communications
PYRAMID of COMMUNITY
New models
are firmly
established
42

43. THE NEW DYNAMICS OF ENGAGEMENT

44. LESSONS FOR LEADERS
44
Observe re-ordering of authority
Old values are not sufficient
Clear opportunity for business
Trust is fragile and perceived behaviors are an anchor

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

46. APPENDIX
INCLUDES INFORMED PUBLIC OR GENERAL PUBLIC VERSIONS OF SELECT SLIDES

47. TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST AMONG
DEVELOPED MARKETS
TRUST IN ENERGY INDUSTRY BY REGION – GLOBAL OVERVIEW
53%
56%
67% 65% 63%
60%
42%
59% 59%
74%
64%
69%
64%
49%
Global US BRIC Latin America APAC North America EU
47 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 Public in 26 -country global total and across APAC, BRIC,
Latin America, North America and EU region
2012 2013

48. 53%
78%
76%
72% 71%
67%
76%
67% 66%
71%
59%
56%
51%
47%
56%
51%
65%
45%
29%
39%
37%
49%
31% 31%
24%
52%
59%
86%
84%
75%
84%
81%
69% 71% 70%
72%
66%
45%
57% 56%
55%
59%
47%
60%
53%
49% 48%
54%
45% 45%
38% 38%
33%
2012 2013
50%
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 Publlic in 26 -country global total and across 26 countries
OVER THE PAST YEAR, TRUST IN THE ENERGY INDUSTRY SIGNIFICANTLY INCREASED IN
SEVERAL MARKETS WITH GREATEST INCREASES SEEN IN JAPAN AND POLAND
2012 VS. 2013 TRUST IN ENERGY INDUSTRY– 26 MARKET OVERVIEW
48
n/a
2012 US Trust in Energy :56%
2013 US Trust in Energy: 59%

49. 57% 56%
40%
35%
32%
51% 52%
38%
28% 27%
ONLINE SEARCH
ENGINES
TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
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 US
SEARCH AND TRADITIONAL MEDIA CONTINUOUSLY PROVE MOST TRUSTED
AMONG THE GENERAL PUBLIC
TRUST IN MEDIA SOURCES – U.S.
49
2012 2013

50. 61%
59%
46%
37% 36%
62% 62%
51%
39%
34%
TRADITIONAL MEDIA ONLINE SEARCH
ENGINES
HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
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) Informed Publics in US
TRADITIONAL MEDIA AND SEARCH CONTINUOUSLY PROVE MOST TRUSTED
AMONG INFORMED PUBLICS
TRUST IN MEDIA SOURCES – U.S.
50
2012 2013

51. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – U.S.
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) General Population
in US
51
2012 2013
29%
37%
50%
52%
61%
66%
67%
68%
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A technical expert
An academic or expert
A person like yourself 69%
66%
57%
57%
49%
48%
39%
30%
Academic or expert
Technical expert
A person like yourself
Regular employee
Financial or industry
analyst
NGO representative
CEO
Government official or
regulator

52. 74%
69%
63%
56%
54%
52%
43%
41%
Academic or expert
Technical expert in the
company
A person like yourself
Regular employee
NGO representative
Financial or industry
analyst
CEO
Government official or
regulator
TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – U.S.
31%
34%
47%
58%
62%
68%
71%
74%
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A technical expert
A person like yourself
Academic or expert
20132012
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 25-64 in US52

53. 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) General Population in US
70%
67%
64%
62%
61%
61%
60%
57%
57%
55%
54%
53%
53%
48%
44%
43%
43%
38%
Technology
Consumer Electronics…
Food and Beverage
Brewing and Spirits
Aerospace & Defense
Automotive
Consumer Packaged Goods
Food Manufacturing
Metals Industry
Telecommunications
Consumer Health Companies
Energy
Entertainment
Pharmaceuticals
Chemicals
Banks
Financial Services
Media
TIED WITH THE ENTERTAINMENT INDUSTRY THIS YEAR, TRUST IN THE
ENERGY INDUSTRY RANKS NEAR THE BOTTOM
TRUST IN INDUSTRIES – U.S.
53
20132012
78%
70%
64%
60%
59%
58%
54%
51%
42%
41%
40%
Technology
Food & Beverage
Consumer Packaged
Goods
Automotive
Brewing & Spirits
Telecommunications
Energy
Pharmaceuticals
Banks
Financial Services
Media
Technology #1 in US

54. Technology #1 in US
SLIGHT UPTICKS IN MANY SCORES, INCLUDING ENERGY
TRUST IN INDUSTRIES – U.S.
20132012
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 Public ages 25-64 in US
54
80%
76%
75%
72%
71%
70%
70%
70%
69%
66%
64%
62%
59%
55%
55%
52%
50%
50%
Technology
Consumer electronics manufacturing
Brewing and spirits
Food and beverage4
Aerospace and defense
Metals industry
Automotive
Consumer packaged goods3
Food manufacturing
Telecommunications
Consumer health companies
Entertainment
Energy
Pharmaceuticals
Chemicals
Financial services
Banks
Media
41%
46%
48%
56%
56%
64%
66%
71%
74%
74%
83%
Banks
Financial services
Media
Energy
Pharmaceuticals
Telecommunications
Automotive
Brewing and spirits
Consumer packaged
goods
Food and beverage
Technology