The 2010 Edelman Trust Barometer reveals trends in trust among various sectors, highlighting strong trust in technology, automotive, and banking industries in Indonesia. The survey indicates a shift towards greater accountability expectations among informed publics, with corporate reputation hinging on trust, transparency, and partnership with NGOs. Additionally, credible spokespeople have shifted towards academics and analysts, underscoring the need for effective multi-channel stakeholder communication.

1. 2010 Edelman Trust Barometer
May 4, 2010
Key Findings

2. The Edelman Trust Barometer over a decade
2001 Rising Influence of NGOs
2002 Fall of the celebrity CEO
2003 Earned media more credible than advertising
2004 U.S. companies in Europe suffer trust discount
2005 Trust shifts from “authorities” to peers
“A person like me” emerges as credible
2006
spokesperson
2007 Business more trusted than government and media
2008 Young influencers have more trust in business
Business must partner with government to regain
2009
trust
Transparency key driver of trust in a multi-channel
2010
and multi-stakeholder environment
2

3. In Indonesia trust in business continues to be strong
Q: Please tell me how much you TRUST that institution (business) to do what is right. ; Informed Publics ages 25-64 in 20 countries
(global excludes Singapore and UAE)`

4. Technology, banks, automotive continue to be most trusted
industry sectors in Indonesia
2010 2009
Technology 90% 81%
Automotive 85%
Banks 84%
Media companies 83%
Pharmaceuticals 82% 77%
Food 78% 67%
Energy 78%
Healthcare 75%
Retail 75% 81%
CPG manufacturers 68%
Insurance 59%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: How much you TRUST businesses in each of the following industries to do what is right? Please use 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) Informed publics 25-64 in Indonesia

5. High optimism in Indonesia across industry sectors
Indonesia North America EU Asia Pacific BRIC
100%
90% 85%
82%
80%
78%
75% 75%
72%
69%
70% 64% 62% 64%
61% 60% 62% 60%
58% 58% 59% 59%
60%
53% 55%
50%
50% 46% 46%
40% 34% 33%
30%
20%
10%
0%
Automotive Retail Food Pharmaceuticals Insurance
Q: Please tell me how much you TRUST businesses in each of the following industries to do what is right. ; Informed
publics ages 35-64 in 22 countries

6. Higher expectation for accountability in Indonesia
What actions would restore trust in a company
Fire non-performing Repay bailout or loan Reduce gap between senior
management teams money to the government executive and average
worker pay
100% 100%
88% 88% 100%
90% 90%
79% 79% 90% 85%
80% 76% 75%
80%
80% 72% 72%
70% 70%
70%
60% 60%
60%
50% 50%
50%
40% 40% 40%
30% 30% 30%
20% 20% 20%
10% 10% 10%
0% 0% 0%
Global Asia Pacific Indonesia Global Asia Pacific Indonesia Global Asia Pacific Indonesia
Q: How effective would the following actions be in restoring trust in a company? Informed Publics ages 25-64 in 22
countries

7. Corporate reputation based on trust and transparency
as much as quality
Indonesia 2009
Treats employees well 83% #3
Has transparent and honest business practices 78%
Is a company I can trust 75%
Communicates frequently and honestly on the state of its business 71%
Offers high quality products or services 70% #1
Prices its brands fairly and competitively 67%
Is a good corporate citizen 62%
Is an innovator of new products, services or ideas 56% #1
Delivers consistent financial returns to investors 54% #3
Has highly-regarded and widely admired top leadership 47%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: How important are each of the following factors to the overall reputation of the company? ; Informed Publics
ages 25-64 in Indonesia

8. Business seen as Private Sector Diplomats
Partnering with government and NGOs to drive decision making on major societal issues
Global Asia Pacific Indonesia
100%
90%
80%
69%
70% 61%
60% 52%
50% 44%
40% 37%
31%
30%
20%
10% 5% 2% 1%
0%
Yes No Don’t Know
Q: Do you believe companies are doing Private Sector Diplomacy?

9. Across regions, influence of NGOs rises over time
Trust in NGOs
Informed Publics ages 35-64
US UK/FR/GER China India Indonesia
70%
60% 58%
56%
55%
52% 53%
50% 52%
48% 46%
40%
36%
31%
30%
20%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Q:.Please tell me how much you TRUST that institution t(NGO’s) o do what is right. ; Informed Publics ages 35-64 in US, UK/FR/GER,
India and China, Indonesia
9

10. NGO partnerships build trust
NGO credibility important determinant
Global Asia Pacific Indonesia
100%
90%
80%
68%
70% 62%
60%
50% 42%
40% 31%
30%
20% 16%
12%
10%
0%
More likely Less likely
Q: Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as
climate change, alleviating poverty or curing diseases, than you would be to trust a company that works alone?
(Net More Likely: Much More + A Little More) Informed Publics ages 25-64 in 22 countries

11. Multi channel stakeholder outreach essential
How credible do you believe each source of information for information about a company
Articles in business magazines 48%
Mainstream media
Stock or industry analyst reports 46%
Television news coverage 42%
Articles in newspapers 38%
News coverage on radio 35%
Internet search engines, e.g. Google news 47% New media
Free content online sources 43%
Blogs 25%
Social networking sites, e.g. Facebook 22%
Corporate communications such as press releases, reports and emails 34%
Corporate comm.
A company’s own website 34%
Corporate or product advertising 15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: Please tell me how credible you believe each source of information when you find information about a
company: is it extremely credible, very credible, somewhat credible, or not credible at all? Top 2 Box Informed
publics 25-64 in Indonesia
11

12. Academics, analysts and CEOs high in trust as credible
spokespeople
100%
Indonesia Asia Pacific BRIC
90%
+12
80%
+12
+15
70% 65%
62% 61%
60% 57%
52% 53% 51%
48% 49% 47%
50% 45%
40% 41% 41%
40%
30% 32% 30%
30% 24%
20%
10%
0%
An academic or A financial or A CEO of a company A person like Non-profit A regular employee
expert on that industry analyst yourself organization or NGO of a company
company's industry representative
or issues
Q: Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible
you believe each one of them is as a source of information about the company—is it extremely credible, very credible,
somewhat credible, or not credible at all? (Top 2 box, Very and extremely credible) Informed Publics ages 25-64

13. Agency Of The Decade
Holmes Report
January 2010

14. A Ten Year Overview of Trust
The 2010 Edelman Trust Barometer is the firm’s 11th trust and credibility survey
The survey was produced by research firm StrategyOne. The survey consisted
of 30-minute telephone interviews conducted in September – December 2009
For the first time, the survey sampled two different age groups concurrently
(25-34 and 35-64)
For more information on the Edelman Trust Barometer and
to view past results, please visit www.edelman.com/trust