Edelman's 13th annual Trust Barometer survey reveals trends in global trust across 26 countries, involving over 31,000 respondents. The findings show a significant shift back to neutral trust levels in 2013 after a year of high distrust, with notable differences between informed publics and the general population in their trust scores for institutions. Corruption, incompetence, and transparency issues are cited as key reasons for decreased trust in both business and government.

2. GLOBAL
EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
ONLINE SURVEY INFORMED
IN 26 COUNTRIES PUBLICS
• 31,000+ respondents • 500 respondents in U.S. and
China & 200 in other
• 5 years in 20+ markets countries
• 8 years in 10+ markets • Ages 25-64
• College-educated
GENERAL
POPULATION • In top 25% of household
income per age group in
• 1000 respondents per each country
country surveyed
• Report significant media
• Ages 18+ consumption and
• 2 years of data engagement in business
news and public policy
• 13 years of data
MARKET COMPARISONS
Developed: US, UK, France, Germany and Japan
Emerged: Brazil, Mexico, Russia, India and China
2

3. EDELMAN TRUST BAROMETER IN RETROSPECT
2013 CRISIS OF LEADERSHIP
2012 THE 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
3

4. TRUST 2013
THE STATE OF TRUST
FINANCIAL AND BANKING INDUSTRY DEEP DIVE
CRISIS OF LEADERSHIP
THE PATH FORWARD
4

5. STATE OF TRUST

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

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

8. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS
TRUST A GREAT DEAL
Trust Total: 58%
Trust Total: 53%
Trust Total: 48%
Trust Total: 43%
GOVERNMENT 12% 16% 14% 17% BUSINESS
2012 2013 2012 2013
Trust Total: 63%
Trust Total: 57% Trust Total: 58%
Trust Total: 52%
19% 22%
17%
MEDIA 15%
NGOS
2012 2013 2012 2013
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
8 in 20-country global total

9. MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;
GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64
NGOs Media Business Government
80%
2007 2013
12 point gap 10 point gap between
between business & business &
70% government trust government trust
61%
60% 59%
57%
54% 54% 56%
53% 53%
52% 53% 55%
52% 49%
50% 51% 49% 47%
46%
48% 46% 47% 46%
44% 46%
45%
44%
40% 43%
Back to
40%
38% 2011 highs
30%
20%
2007 2008 2009 2010 2011 2012 2013
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 18-country global total (excludes
9 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

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

11. TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP
TRUST BUSINESS OVER RUSSIA
GOVERNMENT IRELAND +11 POINTS
+12 POINTS
TRUST GOVERNMENT
OVER BUSINESS POLAND
+26 POINTS
SPAIN
+24 POINTS
ITALY
BRAZIL +21 POINTS
+31 POINTS
MEXICO
+41 POINTS SOUTH KOREA
+13 POINTS
JAPAN
+20 POINTS
INDONESIA
+27 POINTS
ARGENTINA
+30 POINTS
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
11 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 Mexico, Brazil, Argentina, Spain, Ireland,
Russia, Poland, Italy, South Korea, India, Japan and Indonesia

12. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,
INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33%
50% 50%
WRONG INCENTIVES DRIVING BUSINESS
DECISIONS
23% WRONG INCENTIVES DRIVING POLICIES 17%
POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31%
TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11%
LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6%
Q22. [ASK IF TRUST GOVERNMENT LESS 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
12 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total

13. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN
LEAST TRUSTED
TRUST IN INDUSTRIES
Technology #1 in all
2012 2013
markets surveyed*
Technology 79% Technology 77%
Automotive 66% Automotive 69%
Food and beverage 64% Food and beverage 66%
Consumer packaged Consumer packaged
goods 62% 65%
goods
Telecommunications 60% Telecommunications 62%
Brewing and spirits 59% Brewing and spirits 62%
2013: Top 3 in Developed Markets
Pharmaceuticals 56% Energy 59%
#1 Technology
Energy 53% Pharmaceuticals 58% #2 Automotive
#2 Brewing & Spirits
Media 51% Media 53%
2013: Top 3 in Emerging Markets
Banks 47% Banks 50%
#1 Technology
#2 Automotive
Financial services 45% Financial services 50%
#3 Consumer Packaged Goods
#3 Energy
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 in 20 -country global total (excludes
13 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)

14. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –
EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES
76% 75% 74% 74%
70% 68% 68%
65%
61%
50% 48%
46%
41%
36% 35% 34%
31%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
14 headquartered in the following countries to do what is right. 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 in 26-country global total

15. DEVELOPED COUNTRY HQS ARE GLOBALLY ACCEPTED, WHILE EMERGING
HQS HAVE HIGH TRUST DISCOUNT IN DEVELOPED MARKETS
DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
Developed
Global trust in companies headquartered in Germany, Emerging
Sweden, Canada and China has remained stable since 2008*
82% 80%
78%
74%
69% 72%
58% 60%
50%
36%
29%
19%
Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs
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 9-point scale where one means that you “do not trust them at all” and nine means that you
15 “trust them a great deal”. (Top 4 Box – Trust) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)
*2008 data used includes Informed Publics ages 35-64 only in 18-country global total

16. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;
WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES
TRUST IN DIFFERENT TYPES OF BUSINESSES
SMALL BUSINESSES
BIG BUSINESSES
89%
86%
79% 78%
76%
73%
70% 70%
65%
62%
53% 55% 55%
48%
GLOBAL DEVELOPED EMERGING US UK CHINA UAE
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
16 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China,
UAE

17. NGOS REMAIN MOST TRUSTED INSTITUTION;
FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed
have a trust score above 50% 2012
2008 China:
48% 2013 88% of markets surveyed 2013
83% 81%
have a trust score above 50%
78% 79%
76% 76%
75% 73% 75% 74%
70% 70% 69% 69% 67%
68% 66% 66% 67% 66% 66%
67%
64% 65%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
48% 49% 51%
50% 46%
41% 40%
37%
30%
28%
N/A
Q11-14. [NGOs 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 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
17

18. STEADY GROWTH IN TRUST IN MEDIA OVER TIME;
RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS
TRUST IN MEDIA
2008 50% of markets surveyed have a 2012
trust score 50% or above
2013
2013 62% of markets surveyed have a
81% trust score 50% or above
79% 79% 80%
77%
70% 70%
65% 68% 66%
65% 65% 66%
61% 61% 61% 60% 61% 61%
57% 59% 57% 57%
54% 54%
52%
51% 50%
50% 50% 49% 47% 47%
49% 48%
47% 47%
45% 46% 45% 45% 45% 43% 43%
42% 41% 42%
37% 38% 38%
35% 36%
33%
26%
N/A
Q11-14. [Media in General 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 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
18

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

20. SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
12% 4% ONCE (1)
TEN OR MORE TIMES (10+)
14% TWICE (2)
6%
SIX TO NINE TIMES (6-9)
35% THREE TIMES (3)
29%
FOUR OR FIVE TIMES (4-5)
64% THREE TO FIVE TIMES
Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
20 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-
country global total (excludes Don’t Know Responses)

21. BANKING AND FINANCIAL SERVICES
DEEP DIVE

22. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW
BELOW 50% TRUST LEVEL
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011
2008
2013 US Trust in Banking Industry has doubled
over past two years, from 25% (2011) to
+ 11 50% (2013) among Informed Publics 25-64.
83% 83%
80%
72% 71% -13 -20
69%
67% -19
63%
-11 61%
59%
60%
59% -25
56% 54% 56%
53%
52% -13
50% 49% 49% 49% 51%
47%
-25 -26
45% 47%
44% -19 45%
38%
42% -24
35% 35%
32% 31% 31%
26%
23% 22%
19%
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 35-64 in 18-country global total and across 18 markets
22

23. BANKS PERFORMANCE REPORT CARD 50%+ = 
SCORING 40-49% = O
RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY
<40% = X
Rating of Banks’ Performance in each of Developed Emerging US UK Canada Australia China
the following (Total Excellent/Good)
Lending to small businesses X O X X O X 
Providing home mortgage loans X O X X  O 
Offering reasonable credit cards X O X X O X 
Trading and investing in government debt X O X X X X 
Ensuring the privacy & security of
customers' personal information O   X   
Overseeing initial public offerings for
companies X X X X X X O
Trust in Banking Industry 42% 69% 50% 29% 59% 40% 80%
23 Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions?
Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China

24. TRUST DEFICIT IN BANKS LINKED TO CULTURE
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS?
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR – 56% GLOBALLY)
LACK OF REGULATION
CORPORATE CULTURE DRIVEN BY
COMPENSATION/BONUSES
20% 23%
59% of causes of scandals
13% are internal and within
BANKS ARE TOO LARGE business’ control
6% 25%
CHANGES IN THE ECONOMY 11%
CORPORATE
CORRUPTION
CONFLICTS OF INTEREST
Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR
24 WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial
services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global
total

25. GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS
ARE COMMON ACROSS ALL BUSINESS
“Make no mistake, for UBS traders the manipulation
of Libor was about getting rich,”
“As one broker told a UBS derivatives trader: ‘Mate
yur getting bloody good at this libor game ...think of
me when yur on yur yacht in monaco won’t yu’”
Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited
25 are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country
global total and across 26 countries

26. CRISIS OF LEADERSHIP

27. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE
2012 2013
Academic or expert 68% Academic or expert 69%
Technical expert in the company 66% Technical expert in the
67%
company
A person like yourself 65% A person like yourself 61%
Regular employee 50% Financial or industry
51%
analyst
NGO representative 50% NGO representative 51%
Financial or industry analyst 46%
Regular employee 50%
CEO 38%
CEO 43%
Government official or regulator 29% Government official or
36%
regulator
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 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)

28. TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER
CREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64
An academic or expert on company issues CEO
A person like yourself Government official/regulator
Regular employee
80%
69% 68%
70% 67%
63% 65%
58% 59%
60% 60%
49% 50%
50% 49%
47% 44% 43%
40% 39% 38%
42% 40%
36% 32%
30%
32% 35% 33%
30% 29% 33%
31%
27% 26%
20%
10%
2008 2009 2010 2011 2012 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 35-64 in 18 -
28 country global total

29. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS
BELOW 50% IN THEIR CREDIBILITY RATING
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS
CEO Credibility
Government official or Business leaders trusted less than
regulator Credibility 50% in 16 of 26 markets
Government leaders trusted less
than 50% in 21 of 26 markets
73%
70%
62%
60%
55% 54% 54% 55% 56% 55% 56%
50% 52% 52% 54%
52%
48% 48%
47%
45% 43% 45%
41% 42% 41% 40%
38% 39% 37% 36%
36% 36% 37% 36% 37%
35% 35% 35%
32% 34% 34%
31% 32%
27% 28% 27%
23% 25% 25% 26%
22% 22% 22%
18%
15%
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,
29 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)

30. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
BUSINESS LEADERS
26%
20% 19% 18%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
GOVERNMENT LEADERS
15% 15% 14% 13%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
30
population across 26-country global total

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

33. 16 ATTRIBUTES TO BUILDING TRUST
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
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance. 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
33 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

34. HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED
INTO 5 DISTINCT CLUSTERS
Edelman Trust Barometer’s Edelman Trust Barometer’s
2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS
ENGAGEMENT (59%)
INTEGRITY (58%)
Reputation as a place to work (81%)
OPERATIONS
Financial performance (76%) PRODUCTS & SERVICES (54%)
(76%)
Respected CEO or leader (71%)
PURPOSE (47%)
OPERATIONS (39%)
34
*Data used includes Informed Publics ages 35-64 only in 18-country global total

35. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE
Gap
Importance 63%
-22
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
Performance 41%
62% -32
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
30%
TREATS EMPLOYEES WELL 61% -37
24%
PLACES CUSTOMERS AHEAD OF PROFITS 59% -36
23%
58% -33
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
25%
HAS ETHICAL BUSINESS PRACTICES 58% -30
28%
57% -33
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
24%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31
23%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27
26%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 49% -23
26%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47%
23%
-24
THE COMPANY OPERATES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11
33%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15
26%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38%
22% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38%
WORK FOR OR MOST ADMIRED COMPANIES 28% -10
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37%
ISSUES 19% -18
Q80-Q96. [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) General Population in
35 26-country global total (excludes ‘Don’t Know’ responses 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

36. INFLUENCER MESSAGE MAPPING
Passionate or
Who is Trusted MOST to provide you with Company’s Company’s Media
Activist Academic
credible and honest information about: CEO Employee Spokesperson
Consumer
A company’s employee programs, benefits & working
conditions
21% 63% 16% 13% 11%
ENGAGEMENT
How a company serves its customers and prioritizes
customer needs ahead of company profits
19% 30% 44% 16% 15%
INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23%
PRODUCTS A company’s innovation efforts and new product
development
31% 31% 27% 25% 13%
How a company uses its resources and influence to
support the environment
21% 26% 34% 27% 13%
PURPOSE How a company supports programs that positively
impact the local community
22% 27% 35% 20% 23%
Partnerships with NGO’s and effort to address societal
issues
25% 20% 25% 23% 15%
A company’s financial earnings & operational
performance
34% 27% 23% 23% 12%
OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15%
Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19%
36 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 the 26-country global total

37. THE WAY WE WERE
PYRAMID OF CEO
INFLUENCE
GOVERNMENT “As the circle of those who decide is narrowed,
OFFICIALS as the means of decision are centralized and the
consequences of decision become enormous,
BOARD OF DIRECTORS
the course of great events often rests upon the
ACADEMICS decisions of determinable circles.”
TECHNICAL EXPERTS - C. Wright Mills, 1956
ELITE MEDIA
G E N E R A L P O P U L AT I O N
VERTICAL FLOW &
CONTROLLED INFORMATION
37

38. THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE
CEO
PYRAMID OF GOVERNMENT FROM 2000 TO 2013
OFFICIALS
AUTHORITY
(Vertical) BOARD OF DIRECTORS
FEW MANY
ACADEMICS DICTATE CO-CREATE
TECHNICAL EXPERTS FIXED FLEXIBLE
ELITE MEDIA
MONOLOGUE DIALOGUE
CONTROL EMPOWERMENT
G E N E R A L P O P U L AT I O N
EMPLOYEES
ACTION CONSUMERS from LICENSE TO OPERATE
to LICENSE TO LEAD
SOCIAL
ACTIVISTS
PYRAMID OF
COMMUNITY
(Horizontal)
38

39. EMBRACE THE NEW MANDATE: INCLUSIVE MANAGEMENT
ACTIVATE ACROSS MEDIA CLOVERLEAF, BASED IN GROUNDED LEADERSHIP
PYRAMID OF
AUTHORITY CEO “Grounded Leadership builds legitimacy in key constituent
(Vertical) groups and is based in personal dynamism, empathy,
GOVERNMENT
OFFICIALS authenticity, inspirational goals and courage.”
BOARD OF DIRECTORS -- Jeffrey Sonnenfeld
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
G E N E R A L P O P U L AT I O N Traditional Hybrid
EMPLOYEES
Search &
ACTION CONSUMERS Content
SOCIAL
ACTIVISTS Owned Social
PYRAMID OF
COMMUNITY
(Horizontal)

40. LESSONS FOR LEADERS
Observe re-ordering of authority
Old values are not sufficient
Clear opportunity for business
Trust is fragile and perceived behaviors are an anchor
40

41. 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