The 2012 Edelman Trust Barometer report for South Korea reveals a significant decline in trust across all major institutions, including NGOs, business, and government, with the latter seeing a record low. Trust in the media slightly improved, but overall skepticism among the public has increased, highlighting a growing divide between public expectations and institutional performance. The report emphasizes the need for businesses and government to address the trust gap by aligning their practices with public concerns and expectations.

1. 2012
EDELMAN TRUST BAROMETER
SOUTH KOREA RESULTS
1 © Edelman, 2012. All rights reserved.

2. 2012 Edelman Trust Barometer – South Korea Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64
Twelfth annual study
Online survey in 25 countries
Indicates Global Data
30,000+ respondents
Indicates Asia Pacific
APAC
1,000 general population respondents per country Region Data
Ages 18+ Indicates South Korea
Data
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
 (Trending data among Ages 35-64)
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
Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong** and Malaysia**
South Korea sample:
1,000 general population respondents
& an oversample of 200 Informed Publics
* This year Informed Publics were surveyed via online methodology instead of telephone
** New country included in this year’s study
2 © Edelman, 2012. All rights reserved.

3. 3 © Edelman, 2012. All rights reserved.

4. Nearly twice as many countries are now skeptics, including S. Korea & Japan;
Though five Asia Pacific markets considered “Trusters” in 2012
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 India 65 TRUSTERS
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Netherlands 61
Singapore 67
Argentina 62 Hong Kong 61
Canada 58
India 56
Malaysia 57
Italy 56
Italy 56 NEUTRAL
Canada 55 Argentina 54
South Korea 53 Australia 53
Sweden 52 < Brazil 51
Japan 51 > Sweden 49
Australia 51 U.S. 49
Spain 51 > South Korea 44
France 50 Poland 44
Poland 49 U.K. 41 DISTRUSTERS
Ireland 41
Germany 44
France 40
U.S. 42
Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 25 countries in 2012
4 © Edelman, 2012. All rights reserved.

5. Globally, NGOs and business fall to 2009 trust level – government record decline
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
NGOs
Media
Business
Government
80%
70%
59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT
30%
20%
2007 2008 2009 2010 2011 2012
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 Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)
5 © Edelman, 2012. All rights reserved.

6. In S. Korea, business trust drops to lowest level in Trust Barometer history
TRUST IN INSTITUTIONS – SOUTH KOREA
NGOs
Media
Business
Government
80%
74%
72%
70%
63%
60%
60% 57%
59%
55% 50% 50%
50% 46% 48%
45% 44%
46% 43%
47% 43%
44% 43%
40%
GOVERNMENT
40% 34%
38%
30%
BUSINESS 31%
26%
20%
2007 2008 2009 2010 2011 2012
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 South Korea
6 © Edelman, 2012. All rights reserved.

7. Majority of countries now distrust government; trust decreases
significantly in S. Korea
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88% 88%
85%
77% 78%
75% 75%
73%
64%
62% 61% 62% 62%
56%
53% 52% 54%
52% 52% 51%
50% 49% 49%
50%
44% 47% 45%
43% 43% 43% 42% 42% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%
N/A N/A
Q11-14. [Government 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 and UAE) and across 25 countries
7 © Edelman, 2012. All rights reserved.

8. Several mature economies see double-digit drops in business trust;
Trust in business declines in S. Korea
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%
N/A N/A
Q11-14. [Business 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 and UAE) and across 25 countries
8 © Edelman, 2012. All rights reserved.

9. In S. Korea, nearly all industries see a decline in trust; trust in the technology
and automotive industries remain high
TRUST IN INDUSTRIES – SOUTH KOREA
2011 2012
Technology 83% Technology 78%
Energy 74% Automotive 66%
Automotive 73% Energy 59% - 15
Telecommunications 71% Food and beverage 45% - 11
Banks 64% Brewing and spirits 44% - 12
Financial services 64% Pharmaceuticals 44% - 20
Pharmaceuticals 64% Media 42% - 16
Media 58% Banks 40% - 24
Brewing and spirits 56% Financial services 39% - 25
Consumer packaged goods 56% Telecommunications 39% - 32
Food and beverage 56% Consumer packaged goods 35% - 21
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in South Korea
9 © Edelman, 2012. All rights reserved.

10. Media only institution to see trust rise globally; though steady
in S. Korea
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A 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 and UAE) and across 25 countries
10 © Edelman, 2012. All rights reserved.

11. Trust in corporate information sources declines over the past year in S. Korea
TRUST IN INFORMATION SOURCES – SOUTH KOREA
2011
Informed Public
2012
Informed Public
-9
22%
19% 19%
16% 17%
14%
11%
8%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too
much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in South Korea
11 © Edelman, 2012. All rights reserved.

12. NGOs still most trusted institution, despite some drops;
S. Korea trust in NGOs stable and high
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
85%
79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58% 59%
55% 56% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%
42%
41%
30%
28%
N/A N/A
Q11-14. [Non-governmental organizations (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 and UAE) and across 25 countries
12 © Edelman, 2012. All rights reserved.

13. 13 © Edelman, 2012. All rights reserved.

14. Business not meeting public’s expectations in S. Korea too
SOUTH KOREA
Gap
Business 64% - 43
Importance LISTENS TO CUSTOMER NEEDS AND FEEDBACK
21%
Company
Performance
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62% - 45
17%
TREATS EMPLOYEES WELL 61% - 46
15%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 61% - 32
29%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 59% - 41
18%
PLACES CUSTOMERS AHEAD OF PROFITS 58% - 44
14%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% - 37
BUSINESS 18%
HAS ETHICAL BUSINESS PRACTICES 53% - 39
14%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 52% - 33
19%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 47% - 30
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 17%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 45% - 18
27%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 45% - 29
IN WHICH THE COMPANY OPERATES 16%
41% - 27
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
14%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 39% - 21
18%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 35% - 23
SOCIETAL ISSUES 12%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 31%
17% - 14
Q52-69. 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 South Korea (excludes ‘Don’t Know’
responses);Q103-118. 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 South Korea
14 © Edelman, 2012. All rights reserved.

15. Similarly, government not meeting public’s expectations in S. Korea
GOVERNMENT IMPORTANCE VS. PERFORMANCE – SOUTH KOREA
Government
Importance
Government
Performance
Gap
62% -48
HAS TRANSPARENT AND OPEN PRACTICES
14%
60% -46
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
14%
50% -37
COMMUNICATES FREQUENTLY AND HONESTLY
13%
50% -35
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
15%
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 49% -35
COUNTRY 14%
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 42% -29
EMPLOYMENT OPPORTUNITIES 13%
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40% -27
LOCAL COMMUNITIES 13%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 32%
ADDRESS SOCIETAL ISSUES -21
11%
Q132-139. How important is each of the following actions to building your trust in government? 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 , Very/Extremely Important) General Population in South Korea; Q140-147. Please rate your government on how well you
think they are performing on each of the following attributes using 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 South Korea
15 © Edelman, 2012. All rights reserved.

16. In S. Korea, government leaders less trusted than business leaders to tell the
truth
Business
Leaders
Government
Leaders
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%
60%
51% 53%
50% 51% 50%
50% 48%
46% 47% 46% 46% 46%
44% 43% 43%
42%
41% 40%
40% 38%
36% 36%
34% 36% 34% 34%
30%
27% 28% 29%
26%
23% 24% 24%
21%
17% 17%
14% 15%
13% 14%
10% 11% 9%
10%
5%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
16 © Edelman, 2012. All rights reserved.

17. Despite lack of trust in government, calls for increased regulations;
Just under half in S. Korea share this view
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
68%
64%
61%
58%
54% 54% 54% 53%
51% 50%
50% 49%
48% 48% 46%
45%
40% 40%
38%
36% 35%
34%
30% 30%
25%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
17 © Edelman, 2012. All rights reserved.

18. In S. Korea, calls for greater protection, open competition and responsible
behavior
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
South Korea
Business
32% PROTECT CONSUMERS from irresponsible business practices can address
on its own
23% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
15% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
25% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
5% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
1% Government SHOULD NOT PLAY A ROLE in business
Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, APAC - 27%, South Korea - 15%)
• Unethical business practices (Global - 28%, APAC - 31%, South Korea - 45%)
• Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, South Korea - 27%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed
Publics ages 25-64 in 25 country global total, Asia Pacific region and South Korea; Q131. Which of the following is the most important role that government should play in business?
Informed Publics ages 25-64 in South Korea
18 © Edelman, 2012. All rights reserved.

19. 19 © Edelman, 2012. All rights reserved.

20. BUSINESS
CAN EARN LICENSE TO LEAD 2008-2009
Low trust in
business and CEOs
Business has
flexibility and speed
THE DYNAMIC OF
TRUST BETWEEN Call for increased
regulation
BUSINESS & protection from
Business leaders GOVERNMENT irresponsible
behavior sought
more trusted than
government leaders
business has advantage
in 24 out of 25 markets
2011
Government
responds
Dwindling trust
in government
policy paralysis
20 © Edelman, 2012. All rights reserved.

21. Business: from license to operate to license to lead
SOUTH KOREA
CURRENT TRUST BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
30% TRUST BUSINESS SOCIETAL ATTRIBUTES 1) Listens to customer needs and feedback
MORE IMPORTANT TO
1) Highly regarded, top leadership BUILDING FUTURE 2) Takes actions to address issue or crisis
2) Innovator of new products TRUST 3) High quality products or services
3) Treats employees well
3) Ranks on a global list
5) Has transparent and open business
CURRENT TRUST
6) Places customers ahead of profits
DRIVEN BY OPERATIONAL
ATTRIBUTES 7) Communicates frequently and honestly
8) Has ethical business practices
9) Works to protect/improve environment
10) Ranks on a global list
11) Positively impacts the local community
Societal
11) Innovator of new products
Operational
13) Delivers consistent financial returns
14) Addresses society's needs
15) Partners with third parties
16) Highly regarded, top leadership
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) General Population in South Korea; Q52-69. 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 South Korea (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
21 © Edelman, 2012. All rights reserved.

22. Nearly all spokespeople suffer decreased credibility in S. Korea;
“Person like me” moves from bottom three to top two
CREDIBLE SPOKESPEOPLE – SOUTH KOREA
2011 2012
Technical expert in the company 81% Technical expert in the company 63% - 18
Academic or expert 76% A person like yourself 54%
Financial or industry analyst 71% Academic or expert 47% - 29
NGO representative 68% Financial or industry analyst 43% - 28
CEO 63% NGO representative 43% - 25
A person like yourself 59% CEO 29% - 34
Regular employee 59% Regular employee 28% - 31
Government official or regulator 50% Government official or regulator 16% - 34
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in South Korea
22 © Edelman, 2012. All rights reserved.

23. In S. Korea, skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – SOUTH KOREA
Ten or more times (10+), Once (1), 1%
18% Twice (2), 7%
Six to Nine times (6-9),
6%
Three times (3), 35%
Four or Five times (4 - 5),
Three to Five times
33%
68%
Q148. [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
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in South Korea
23 © Edelman, 2012. All rights reserved.

24. Earn License to Lead
Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
24 © Edelman, 2012. All rights reserved.

25. 25 © Edelman, 2012. All rights reserved.