This document provides results from Edelman's 2015 Trust Barometer survey in Korea. It finds that trust in government dropped significantly in Korea, falling 12% after two years of increases. Koreans ranked Korean corporations 10th globally in trust, a 12% drop from 2014. Koreans believe business innovation is very fast in Korea but that there is not enough regulation across industries except technology. The document also examines perceptions of transparency and benefits to society as factors that influence trust in innovation.

1. 2015
EDELMAN
TRUST BAROMETER
(KOREA RESULTS)

2. Online Survey in 27 Countries
• 33,000 respondents
• 8 years in Korea (15 years Global)
• Research Timeline:
Oct. 21 - Nov. 22, 2014
Informed Publics
• 200 respondents in Korea
• Ages 25-64
• College-educated
• In top 25% of household income per
age group in each country
• Report significant media consumption
and engagement in business news and
public policy
• 15 years of data
General Online Population
• 1,000 respondents per country
surveyed
• Ages 18+
• 4 years in 25+ markets
EDELMAN’S 15TH ANNUAL
TRUST BAROMETER METHODOLOGY

3. THE STATE OF TRUST

4. Countriesthathave
increasedsignificantly
comparedtotheprevious
year
India +10 pts.
Poland +10 pts.
Russia + 8 pts.
Countriesthathave
droppedsignificantly
comparedtotheprevious
year
Hong Kong -12 pts.
Malaysia -9 pts.
Argentina -8 pts.
Singapore -8 pts.
Trust Index is an average of a country’
s trust in the four institutions of gover
nment, business, media and NGOs. 20
-country global total (does not include
Argentina, Hong Kong, Malaysia, Singa
pore, South Africa, Turkey, UAE).
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
2014
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
Korea
-4 pts.
Dropped from
Neutral to
Distruster
CROSS COUNTRY TRUST INDEX : KOREA INTO DISTRUSTERS
AGAIN WITH SLIGHT DROP OF TRUST

5. 5
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs. 27-country global total.
DEFICIT ALMOST 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES.
THE NEW
TRUST DEFICIT
TRUSTERSNEUTRAL
2015
GLOBAL 55
2015
GLOBAL 46
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Nearly 2/3
of countries are
now
DISTRUSTERS
among the
General Online
Population
DISTRUSTERS

6. GOVERNMENT TRUST DROPPED SIGNIFICANTLY, EVEN MORE THAN BUSINESS.
KOREA TRUST BY INSTITUTION: GOVERNMENT DROPPED 12%
AFTER 2 CONSECUTIVE YEARS OF INCREASE
60%
47%
49%
53%
45%
49%
48% 50%51%
58%
69%
62%
67% 66%
70%
68%
42%
37%
50%
50%
33%
44% 45%
33%
48%
39% 45% 46%
31%
31%
39% 36%
2008 2009 2010 2011 2012 2013 2014 2015
Media
NGO
Government
Business

7. 7
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much
you trust that institution to do what is right using a nine-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Inform
ed Publics, 27-country global total.
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
2014 2015
% Trust
53
78
70 71
60
45
48
40 40
35
42
30
19
79
70
61
63
55
58 59
54
48
63
54
41
44
37
40
51
80 79
76
62
51 50
48 47
44 43 42
20
77
59 57 56
52
47 46 45 43 41 40
38
34 34
31
KOREA HAS MAINTAINED THE TRUST LEVEL FROM THE PREVIOUS YEAR.
TRUST FOR MEDIA: 60% OF THE COUNTRIES DISTRUST MEDIA
50%

8. 8
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you
trust that institution to do what is right using a nine-point scale where one means that you “do not trust
them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27
-country global total.
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
2014 2015
% Trust
66
76
73
64
62 61 62
59
47
75 74
84
76 76
70
75
67
70
77
67 66
69
58
67
58
41
47
37
63
81
77
71 70
65 64 63
58
74 73 72 71 71
68 67 67 66
63 62 61
59
57
51
48
38 37
29
KOREA HAS MAINTAINED THE TRUST LEVEL FROM THE PREVIOUS YEAR.
TRUST FOR NGO’S ARE DOWN-SLIDING SLIGHTLY
50%

9. 9
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
2014 2015
45
88
53
76
53
60
27
49
42
32
37
34
28
19
24
18
21
75
63
56
51
54
45
43
45 45
23
17
48
90
82 82
72
65
54
50
43 42 41
37
33
30 28 26 26
70
59
49 49
45
42 41 40
33
21
16
MALAYSIA AND KOREA SHOW STEEPEST DROP.
GLOBAL GOVERNMENT TRUST LEVEL:
16 OUT OF 27 DISTRUST GOVERNMENT
50%

10. 10
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a nine-point scale where one means that you “do not trust them at all”
and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
2014 2015
59
82 82
79
70
54
63
58
45 45
43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43
41
39
57
85 84 84
73
66
64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36
KOREA IS THE LOWEST IN TERMS OF TRUST FOR BUSINESS WELL BELOW 50%.
GLOBAL BUSINESS TRUST LEVEL:
MORE THAN HALF OF COUNTRIES REMAIN BELOW 50%
50%

11. PG 11
4 MAIN FACTORS THAT AFFECT TRUST FOR BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS

12. 12
50%
84%
78% 77% 77% 74%
69% 68% 65%
50% 47% 46%
39%
32% 32% 29% 28% 26%
Most Trusted
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specif
ic countries. Please indicate how much you trust global companies headquartered in the followin
g countries to do what is right. Use the same nine-point scale, where one means that you “do n
ot trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Infor
med Publics, 27-country global total.
KOREANS RANKED KOREAN CORPORATIONS 10TH GLOBALLY, WHICH IS -12% FROM
PREVIOUS YEAR. CHINA ON THE OTHER HAND IMPROVED 9% SINCE THE PREVIOUS
YEAR.
KOREA RESULT: CHINA IMPROVES THE MOST SINCE 2014,
WHILE KOREA DROPS THE MOST
DOWN -12
POINTS
SINCE
2014
UP +9
POINTS
SINCE
2014

13. 50%
57%
68%
State-owned Big Business Family-owned
GLOBAL KOREA
35%
43%
34%
State-owned Big Business Family-owned
Q15-17C. Thinking about different types of businesses, please indicate how much you trust
each type of business to do what is right using a nine-point scale, where one means that you
“do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust)
Informed Publics, in South Korea and 27-country global total.
KOREANS HAVE LOW TRUST FOR FAMILY-OWNED BUSINESS. BIG BUSINESS AND
FAMILY-OWNED BUSINESS DO NOT HAVE CLEAR DISTINCTION.
TRUST LEVEL BY BUSINESS TYPE: KOREA LOYAL TO BIG
BUSINESSES

14. PG 14
BUSINESS INNOVATION

15. PG 15
77% Too Fast8% Too Slow 14% Just Right
Q349-351. Below are a number of statements. For each, please think about the pace of development
and change in business and industry today, and select the response that most accurately represents
your opinion. (Not Enough, Too Much) Informed Publics, in South Korea.
77% BELIEVE THAT THE KOREA’S BUSINESS INNOVATION IS VERY FAST
TRUST IN BUSINESS INNOVATION: KOREA IS VERY FAST

16. 16
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates
business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry /
food and beverage industry / health industry / technology industry], do you think that your government regulates it too much,
not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
37%
43%
40%
30%
36%
55%
27%
18%
26%
40%
22%
13%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
2015 TRUST BAROMETER
53%
say the most important
role for government in business is
to protect consumers and regulate
business
NOT ENOUGH REGULATION TOO MUCH REGULATION
KOREANS BELIEVE THAT THERE ARE NOT ENOUGH REGULATIONS ACROSS ALL
INDUSTRIES EXCEPT FOR TECH.
53% OF KOREANS BELIEVE THAT THERE ARE NOT ENOUGH
REGULATIONS FOR BUSINESS INNOVATION
Business
in General

17. 17
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
THERE ARE SOME PEOPLE WHO BELIEVE THAT THERE IS ROOM FOR IMPROVEMENT
IN THAT 1 IN 3 BELIEVE INNOVATION AND CHANGE TO BE MOTIVATED BY A DESIRE
FOR PERSONAL AND SOCIETAL IMPROVEMENT.
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY,
BUSINESS TARGETS AND GREED/MONEY, BUT THERE IS STILL
A POSITIVE HOPE
Q353. From the list below, what do you believe are the top three drivers of change in business and
industry today? Informed Publics, 27-country global total.

18. PG 18
Make test results available publicly for review 81%
Run a clinical trial or beta test 74%
Partner with an academic institution 72%
Partner with an NGO 70%
Partner with government 57%
64% Agree:
New developments
are not tested
enough
Make test results available publicly for review 80%
Partner with an academic institution 75%
Run a clinical trial or beta test 71%
Partner with an NGO 63%
Partner with government 55%
55% Agree:
New developments
are not tested
enough
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in South Korea.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business
and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed
Publics, in South Korea.
BOTH KOREA AND GLOBAL POPULATION BELIEVE THAT NEW DEVELOPMENTS ARE
NOT TESTED ENOUGH
HOW TO GET TO TRUSTED INNOVATION

19. 19
Less Transparency
• Less Accessible
• Lower Understanding
• Lower Participation
• Less Control
More Transparency
• More Accessible
• Greater
Understanding
• Greater Participation
• More Control
More Clear Benefit
• Greater Personal Benefit
• Greater Societal Benefit
Less Clear Benefit
• Less Personal Benefit
• Less Societal Benefit
Trusted
Innovation
APATHY
Distrusted
Innovation
FEAR
INNOVATION TRUSTMATRIX
TRUSTED INNOVATION THROUGH MORE TRANSPARENCY AND
BENEFITS TO SOCIETY

20. PG 20
COMMUNICATING VIA ENGAGEMENT

21. PG 21
Q178-182. When looking for general news and information, how much would you trust each type of
source for general news and information? Please use a nine-point scale where one means that you
“do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed P
ublics, in South Korea.
59%
49%
60%
61%
53%
45%
53%
47%48% 47%
42%
49%
60%
52%
60% 61%
32%
28%
33%
43%
2012 2013 2014 2015
Traditional Media
Online Search Engines
Social Media
Hybrid Media
Owned Media
KOREA HAS MAINTAINED THE TRUST LEVEL FOR TRADITIONAL MEDIA FROM THE
PREVIOUS YEAR.
GLOBAL DECREASE IN TRADITIONAL MEDIA BUT
MAINTAINED IN KOREA

22. PG 22
Q183. On a typical day, what is the first source that you go to for general information about business? Informed Public
s, Informed Publics, in South Korea.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in South Korea.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news abo
ut business? Informed Publics, in South Korea.
TELEVISIONNEWSPAPERS ONLINE SEARCH
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/ Validate News
19% 17%
17%
26%
27%
23%
43%
45%
42%
2013 2014 2015
17%
22%
19%
20%
21%
20%
52%
45% 44%
2013 2014 2015
18% 17%
13%15% 14%
16%
46%
49%
51%
2013 2014 2015
KOREA RELIES HEAVILY ON ONLINE SEARCH FOR NEWS WHEREAS NEWSPAPERS AND
TV REMAIN QUITE LOW.
KOREANS RELY HEAVILY ON ONLINE MEDIA AS INFO SOURCE

23. PG 23
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be--extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box, Trust) Informed Publics, in South Korea.
60%
53%
48% 49% 49%
29%
34%
28%
65%
54%
49% 48%
40%
34%
29% 29%
Company
Technical Expert
NGO
Representative
A Person Like
Yourself
Academic or
Industry Expert
Financial or
Industry Analyst
Regular
Employee
CEO Government
Offical or
Regulator
KOREANS TRUST TECHNICAL EXPERTS FROM COMPANY THE MOST. ACADEMIC
INDUSTRY EXPERTS ARE RANKED 4TH AS SPOKESPERSON.
COMPANY TECHNICAL EXPERTS ARE CONSIDERED MOST
TRUSTED SPOKESPERSON IN KOREA
2014 2015
More Trust Less Trust

24. 29%
37%
40%
42%
42%
43%
54%
57%
69%
71%
Brands I don't use
Elected officials
CEO
Celebrities
Employees of a company
A well-known online personality
Journalist
Companies I use
An Academic Expert
My friends and family
TRUSTED
NEUTRAL
DISTRUSTED
KOREANS RELY HEAVILY ON FRIENDS AND FAMILY/ ACADEMIC EXPERT AS THEIR MOST
TRUSTED CONTENT SOURCE, WHICH IS HIGHER THAN JOURNALISTS. ACADEMIC
EXPERTS ARE TRUSTED MORE AS INFO SOURCE RATHER THAN SPOKESPERSON.
TRUST IN INFO SOURCE: FRIENDS & FAMILY/ ACADEMIC
EXPERTS ARE MOST TRUSTED
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, Linke
dIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors
or content creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the infor
mation you consume on content sharing sites, such as YouTube, how much do you trust the information posted from e
ach of the following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking abou
t the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, T
echCrunch, etc., how much do you trust the information posted from each of the following authors or content creators
? Informed Publics, 27-country global total.

25. BUILDING TRUST

26. 26
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point
scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to
building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total.
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust
Barometer research
reveals 16 specific
attributes that build
trust.
These can be grouped
into five performance
clusters listed here
in rank order of
importance.
16 KEY ATTRIBUTES TO BUILDING TRUST

27. TRUST BUILDING ATTRIBUTES: LARGEST GAPS OVERALL IN
INTEGRITY AND ENGAGEMENT IN KOREA
14%
15%
11%
11%
12%
11%
12%
20%
17%
14%
14%
13%
15%
13%
16%
13%
36%
38%
24%
25%
30%
37%
41%
31%
47%
39%
44%
47%
50%
49%
48%
49%
Delivers Consistent Financial Returns To Investors
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired
Has Highly-Regarded And Widely Admired Top Leadership
Partners With NGOs, Government And Third Parties To Address Societal Issues
Addresses Society'S Needs In Its Everyday Business
Creates Programs That Positively Impact The Local Community
Works To Protect And Improve The Environment
Is An Innovator Of New Products, Services Or Ideas
Offers High Quality Products Or Services
Communicates Frequently And Honestly On The State Of Its Business
Places Customers Ahead Of Profits
Listens To Customer Needs And Feedback
Treats Employees Well
Has Transparent And Open Business Practices
Takes Responsible Actions To Address An Issue Or A Crisis
Has Ethical Business Practices
OPERATIONS
PURPOSE
PRODUCTS
INTEGRITY
ENGAGEMENT
Gap
-36
-32
-36
-35
-34
-30
-25
-30
-11
-29
-26
-18
-14
-13
-23
-22
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that
action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. Informed Publics, 27
Country Global Total.
Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one
means they are "performing extremely poorly" and nine means they are "performing extremely well". Informed Publics, 27 Country Global Total.
*Excludes don’t know responses
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE

28. PG 28
APACMEA TRUST DRIVERS

29. PG 29
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that
you trust? Please answer yes or no to each action. Informed Publics, South Korea.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that
you do not trust? Please answer yes or no to each action. Informed Publics, South Korea.
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-60% 75%
Criticized them to a friend/colleague Recommended them to a friend/colleague-55% 53%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-36% 42%
Defended company 26%
Sold shares Bought shares-15% 26%
IT IS IMPORTANT FOR THE COMPANIES TO EARN TRUST FROM THE CONSUMERS TO
GET AHEAD
TRUST MATTERS IN KOREA AS WELL AS GLOBAL