2017 Edelman Trust Barometer - Energy Results

2017 Edelman
Trust Barometer
Trust in Energy Rising,
And so are Challenges
1

Informed
Public
9 years in 20+ markets
Represents 13% of total global population
500 respondents in U.S. and China; 200
in all other countries
Must meet 4 criteria:
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
General Online
Population
6 years in 25+ markets
Ages 18+
1,150 respondents
per country
All slides show General
Online Population unless
otherwise noted
2017 Edelman Trust Barometer
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
2
17 years of data
33,000+ respondents total
All fieldwork was conducted
between October 13th and
November 16th, 2016
Online Survey in
28 Countries
Mass
Population
All population not including
Informed Public
Represents 87% of total
global population

Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Trust
in Crisis
2017
Growing
Inequality of Trust
2016

2017: Trust Gap Widens
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
Informed Public and Mass Population, 25-country global total.
4
Percent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017
21 pts
19 pts
18 pts
53
60 60
44
48
45
2012 2016 2017
Informed
Public
15pt
Gap
9pt
Gap
A 3-point
increase in
the last year
12pt
Gap
Largest Gaps
Mass
Population

45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 Italy
47 Malaysia
47 U.S.
45 Argentina
42 Hong Kong
41 S. Africa
41 Spain
41 Turkey
40 Australia
39 Germany
38 France
37 U.K.
36 S. Korea
36 Sweden
35 Ireland
34 Japan
34 Poland
31 Russia
Trust Index
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. Mass Population
The Mass Population
distrusts
their institutions in
20 of 28 countries
Source: 2017 Edelman Trust Barometer.
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
Informed Public and Mass Population, 28-country global
total.
Mass
Population
Informed
Public
5
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
Trusters
(60-100)
Neutrals
(50-59)
Distrusters
(1-49)

How much do you
trust each institution
to do what is right?

50%
55 53
48
42
53 52
43 41
Trust in All Four Institutions Declines
Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trustthat 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) General Population,
28-country global total.
8
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
Two of four institutions distrusted
Neutral
Trusted
Distrusted
-2 -1 -5 -1
20172016

43 43
25
29
31 31 32 32 32 33 33
39 40 40
42 42 42
44 44 45 45
47 47 48 48
54 54
65 66 67
Global28
GDP5
Turkey
Ireland
Poland
Russia
Australia
Japan
U.K.
France
Sweden
S.Africa
Argentina
S.Korea
Germany
HongKong
Malaysia
Spain
UAE
Canada
Colombia
Mexico
U.S.
Brazil
Italy
Netherlands
Singapore
China
India
Indonesia
Trust in Media Plunges to All-Time Lows
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [MEDIA 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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
9
Percent trust in media, and change from 2016 to 2017
Distrusted in 82% of countries
50%
All-time low in 17 countries
-5 -11 +3 +4+2 -8-6-1-2-60-10-10-15-5-3-6 -13 -3 -2 -5-10 -6 -4 +2-10 -3 -7-5 -5
Y-to-Y Change+−
NeutralDistrust Trust

Distrusted in 75% of countries
Trust in Government Further Evaporates
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much
you trust that institutionto 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) General Population, 28-country global total.
10
Percent trust in government, and change from 2016 to 2017
Declines in 14 countries
50%
41
47
15
20
24 24 25 25
28
31 32 32 33
36 37 37 37 38 40
43 44 45 47
51 51
69 71
75 75 76
Global28
GDP5
S.Africa
Poland
Brazil
Mexico
France
Spain
S.Korea
Italy
Colombia
Ireland
Argentina
U.K.
Australia
Japan
Malaysia
Germany
HongKong
Canada
Russia
Sweden
U.S.
Netherlands
Turkey
Singapore
Indonesia
India
UAE
China
0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1
Y-to-Y Change+−

53
47
21
23
31
39
43
46 46
48
52 53 54 55 56
58 58 58 59 59 59 60 60 60 61 61
64 64
71 71
Global28
GDP5
Russia
Sweden
Japan
Germany
Ireland
Netherlands
U.K.
Poland
Australia
Turkey
France
UAE
S.Korea
Malaysia
S.Africa
U.S.
Canada
HongKong
Italy
Brazil
Colombia
Spain
China
Singapore
Argentina
Indonesia
India
Mexico
Trust in NGOs Declines
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [NGOs IN GENERAL] Below is a list of institutions. For each one, pleaseindicate 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) General Population, 28-country global total.
11
Percent trust in NGOs, and change from 2016 to 2017
Distrusted in 8 countries
50%
-2 +7 -3-6 +7-6-1-100-3+1+2-2+10-2 -2 -4 -2 -3-6 -3 -4 -5-3 -3 -6-2 -4 -2
Y-to-Y Change+−
NGOs less trusted than
business in 11 countries

Business on the Brink of Distrust
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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) General Population, 28-country global total.
12
Percent trust in business, and change from 2016 to 2017
50%
52 51
29
34
39 40 41 41 43 43 45 45 46 46 48 50 50
55 56 56 58 58 60 61
64 64
67 67
74 76
Global28
GDP5
S.Korea
HongKong
Russia
Poland
Ireland
Japan
Germany
Turkey
Argentina
U.K.
Spain
Sweden
Australia
France
Canada
Italy
Malaysia
S.Africa
Singapore
U.S.
Netherlands
Brazil
Colombia
UAE
China
Mexico
India
Indonesia
-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1
Y-to-Y Change+−

Trust Index
A World of Distrust
Average trust in institutions,
General Population, 2016 vs. 2017
13
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
2016 2017
50 Global
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
Trusters
(60-100)
Neutrals
(50-59)
Distrusters
(1-49)
Source: 2017 Edelman Trust Barometer. The Trust
Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General Population,
28-country global total.
3-point decrease
in the global
Trust Index
Trust declines in 21
of 28 countries—the
broadest declines
since beginning
General Population
tracking in 2012
2 in 3 countries are
now distrusters

Source: 2017 Edelman. Trust Barometer Q130-747 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 crediblewould the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,
Very/Extremely Credible) General Population, 28-country global total, question asked of half the sample.
14
Credibility of Leadership in Crisis
Percent who rate each spokesperson as very/extremely credible
CEOs
37%
Credible
Government
Officials
29%
Credible

37
18
23 23 24 25 26 27 27 27 28 28 28
31
34
36
38
40 40
42 43 44
48 48
51 52
55
61
70
Global
28-Country
Japan
France
Poland
S.Korea
Canada
Australia
HongKong
Ireland
Netherlands
Germany
Italy
U.K.
Sweden
Russia
Singapore
U.S.
Malaysia
Spain
Argentina
Turkey
China
Brazil
Colombia
Indonesia
S.Africa
UAE
Mexico
India
All-time Low for CEO Credibility
15
Percent rate CEOs as extremely/very credible, 2016 vs. 2017
CEOs not credible in 23 countries
50%
-12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16
Declines in all 28 countries
Y-to-Y Change+−

How true is
this for you?
Sense of injustice
Lack of hope
Lack of confidence
Desire for change
53%
32%
15%
Majority Believe the
System is Failing Them
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
17
Not at all true
9 8 7 6 5 4 3 2 1
1 in 3 are uncertain
Completely true
System failing System working
Approximately

Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and
subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned. 18
Global
France
Italy
Mexico
S.Africa
Spain
Poland
Brazil
Colombia
Germany
U.K.
Australia
Ireland
U.S.
Netherlands
Canada
Sweden
Argentina
Malaysia
Turkey
Russia
S.Korea
Indonesia
Japan
India
HongKong
Singapore
China
UAE
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40
In 14 countries, the percent of
population that has lost faith is
above the global average
Systemic loss of faith
restricted to Western-
style democracies1 in 2 Countries Have Lost
Faith in the System
Percent of population who believe
the system is not working
Above
global average
Aligned with
global average
Below
global average

Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of
innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated,
please refer to the Technical Appendix.
20
Fears Further Erode
Belief in the System
Percent of respondents with various fears
who also believe the system has failed them
When fears collide
with a belief that
the system is
failing, conditions
are ripe for
populist action
Corruption Globalization
Eroding
Social Values
Immigration
Pace of
Innovation
77 79 83 72 68

Systemic Distrust and Fear Trigger Action
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of
innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer
to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global
average if their score was higher than the global mean plus the margin of error. 21
% Who Agree
System is Failing
53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Global
France
Italy
Mexico
S.Africa
Spain
Poland
Brazil
Colombia
Germany
U.K.
Australia
Ireland
U.S.
Netherlands
Canada
Sweden
Argentina
Malaysia
Turkey
Russia
S.Korea
Indonesia
Japan
India
HongKong
Singapore
China
UAE
Above-Average Level of Fear
Above-Average Belief the
System is Failing
Countries with Multiple
Fears and Failing System
10 countries with above-
average belief the system
is failing and multiple fears
4 countries with above-
average belief the system is
failing – but lack multiple fears
Corruption
Immigration
Globalization
Eroding social values
Pace of change

23
The Echo Chamber in Action
Facts matter less Bias is the filter No humans needed
1 in 2 agree
“I would support politicians
I trust to make things better
for me and my family
even if they
exaggerated the truth”
53%
Do not regularly listen to
people or organizations
with whom they often
disagree
Nearly
4x more likely
to ignore information
that supports a position
they do not believe in
More likely
to believe
59%
Search
Engines
41%
Human
Editors
53%52% Never or rarely change their
position on important social issues
Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an
important social issue? (Sum of “Yes, but rarely,” “No, never”) General Population, 28-country global total. Q749. When someone you know provides you with some information that supports a position that you do
NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations withwhom you often disagree? (Sum
of “Never,” “Almost Never,” “Several Times a year,” “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for
presenting information, or a different style of communicating information. For each pair, we want youto choose the one that you are more likely to believe isgiving you the truth. While we know that some of
these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, 28-country global total, question asked of half
the sample.
Nearly

Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format
for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving
you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to
be true most often. General Population, 28-country global total, choices shown to half the sample. 24
Official Sources Are Suspect
Percent who find each source more believable than its pair
55%
Individuals
45%
Institutions
71%
Reformer
29%
Preserver of
Status Quo
64%
Leaked
Information
36%
Company Press
Statements

1
60 60 60
48 46
43
37 35
29
Apersonlike
yourself
Technical
expert
Academic
expert
Employee
Financial
industry
analyst
NGO
representative
CEO
Boardof
directors
Government
official/
regulator
Peers Now as Credible as Experts
25
Percent who rate each spokesperson as extremely/very credible,
and change from 2016 to 2017
CEO credibility decreased the
most, dropping to an all-time low
-7 -5
“People in this
country have
had enough
of experts.”
– Michael Gove,
Member of Parliament, U.K.
A person like yourself now tied
for most credible spokesperson
-3 -7 -5 -4 -7 -5 -12 -10 -6
Y-to-Y Change+−

2016: The Inversion of Influence
26
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.Informed
Public and Mass Population, 28-country global total.
Mass
Population
85% of
population
48 Trust Index
15% of
population
60 Trust Index
Informed
Public
12pt
Gap
Influence
& Authority
Influence
Authority

2017: Mass Population Rejects Established Authority
27
Mass population now has influence
and authority
Establishment left empty-handed
Influence
& Authority

29
“Trust has been eroded to the point
that it is becoming a serious issue for our long term
future. If we are not careful, broader public support for the
sector will wane.
This is the biggest challenge as we have at the moment
as a company ... The fact that societal
acceptance of the energy
system as we have it is
just disappearing."
Ben van Buerden
Shell CEO
March 9, 2017

2012 2013 2014 2015 2016 2017
Sector Trends – Energy Rising
Source: 2017 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industriesto do what is right. Again, please
use the same 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) General
Population, 25-country global total.
30
Trust in each industry sector among general population, 2012-2017
Industry 2012 2013 2014 2015 2016 2017
6 yr.
Trend
Technology 76% 73% 75% 73% 74% 75%
1
Food & Beverage 63% 63% 64% 63% 64% 66%
3
Automotive 62% 65% 69% 66% 60% 65%
3
Consumer Packaged Goods 57% 60% 61% 60% 61% 63%
6
Telecommunications 58% 60% 61% 59% 60% 63%
5
Energy 53% 57% 57% 56% 58% 62%
9
Financial Services 43% 47% 48% 48% 51% 54%
11

61 59
44 44
47 49 50 50 50 51 52 53
56 57 58 59 61 62
65 65 67 68 68
71 72 72
75
82
86 87
Global28
GDP5
Spain
Sweden
U.K.
Ireland
Argentina
Australia
Japan
Germany
S.Africa
Canada
Poland
S.Korea
France
Italy
Turkey
Russia
Netherlands
U.S.
HongKong
Brazil
Colombia
Singapore
Malaysia
Mexico
UAE
China
Indonesia
India
50%
Trust in Energy
Increases in Nearly All Markets
31
Percent trust in the energy sector, General Population, 2016 vs. 2017
Trusted in 14 countries
+3 +3 +5 +11 +4 +8 +12 +3 +2 +4 +2 -4 0 +12 +8+5 +5+4 -2+10 +1 +3+7-1 -1 +4+4 -1 +9+4
Y-to-Y Change+−
Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how muchyou 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

2017: Trust Gap in Energy Sector Widens
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) Mass Population
and Informed Public, 25-country global total.
32
Percent trust in the energy sector, 2012 to 2017
France
19 pts
Spain
19 pts
Russia
18 pts
56
65
70
52
56
60
2012 2016 2017
Informed
Public
10pt
Gap
4pt
Gap
A 6-point
increase in
the last 5
years
9pt
Gap
Largest Gaps
Mass
Population

60
58 56
40
59
74
55
48
65 63
79
85
70
46
58
71
59
71
44
49 50
67
85
49
55
52
49 51
68
64
69 67
75
59
75
89
69
61
76 74
88
94
79
55
66
79
67
78
51
54 55
72
90
53
59
55
51 52
68
63
Global28
GDP5
France
Spain
Russia
UAE
S.Korea
Japan
HongKong
U.S.
China
India
Singapore
U.K.
Italy
Malaysia
Turkey
Mexico
Sweden
Australia
Canada
Colombia
Indonesia
Argentina
Poland
Germany
Ireland
S.Africa
Brazil
Netherlands
Trust Gaps in the Energy Sector
33
Percent trust in the energy sector, Mass Population vs. Informed Public,
ranked by the size of the trust gap
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) Mass Population
and Informed Public, 28-country global total.
50%
19 16 15 14 13 11 9 9 9 9 8 8 8 7 7 5 5 5 4 3 2 1 0 -219 5 41199
Mass Population Informed Public
+ Gap-
Double-digit trust gaps
in 8 countries

Energy Sector More Trusted than Government
Source: 2017 Edelman Trust Barometer. 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 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) Q45-429. 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, 28-country global total.
34
Percent trust in energy vs. trust in government, General Population, 2017,
ranked by the size of the difference
Energy Government
61
59
72 68
52
68
56
72
58 57 59
67
44
62 65
50 49
86
65
50 51 50
87
47
53
61
82
71
75
44
41
47
24
24
15
32
20
37
25
28
31
40
25
44 47
33 32
71
51
37 38 37
75
36
43
51
76
69
75
45
Global28
GDP5
Mexico
Brazil
S.Africa
Colombia
Poland
Malaysia
France
S.Korea
Italy
HongKong
Spain
Russia
U.S.
Argentina
Ireland
Indonesia
Netherlands
Australia
Germany
Japan
India
U.K.
Canada
Turkey
China
Singapore
UAE
Sweden
50%
111717 13 1337 1036 2933 28 1018 14182744 3548 615 121936 2131220
Trust disparity greater than 20 points
in 10 countries
+ Difference-
0 -1

Energy Sub-Sectors
Cleantech the Most Trusted
35
Trust in the energy sub-sectors, General Population, 2016 vs 2017
61
68
59 57
49
43
Energy
(Global 28)
Cleantech Natural gas Utilities Oil Nuclear
Source: 2017 Edelman Trust Barometer. Q61C-66C. Now thinking about specific sectors within the energy industry, pleaseindicate how much you trust businesses in
each of the following sectors to do what is right. Again, please use the same 9-point scalewhere one means that you “do not trust them at all” and nine means that you
“trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-country global total.
*Nuclear was not measured in 2016.
+3 +4 +3 n/a*+4
Y-to-Y Change+−
+4

Double-Digit Trust Gaps
for All Sub-Sectors
36
Trust in the energy sub-sectors, Informed Public vs Mass Population, 2017
66
57
54
47
41
79
69 68
59 57
Cleantech Natural gas Utilities Oil Nuclear
13
“trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. Mass Population and InformedPublic, 28-country global total.
Mass Population Informed Public
Gap
12 14 12 16
50%
Neutral
Trusted
Distrusted

Trust Lowest in Europe
Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how muchyou trust businesses in each of the following industries to do what is right. Again, please use the same 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) Q61C-66C. 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 usethe 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), question asked of one-fifth the sample. General Population, 28-country global total and regions. 37
Trust in energy industry and sub-sectors by region, General Population, 2017
53
35
49
63
35
51
64
54
66
70
52
6465
51
64
74
41
54
69
61
67
71
50
67
Energy Oil Natural Gas Cleantech Nuclear Utilities
Europe
North America
Latin America
Asia Pacific
50%
Neutral
Trusted
Distrusted

Low Trust In Energy
Fueled By Rising Activism
Source:
39
Jan-00
Sep-00
May-01
Jan-02
Sep-02
May-03
Jan-04
Sep-04
May-05
Jan-06
Sep-06
May-07
Jan-08
Sep-08
May-09
Jan-10
Sep-10
May-11
Jan-12
Sep-12
May-13
Jan-14
Sep-14
May-15
Jan-16
Sep-16
Activist actions in the U.S., 2000 - 2016
Number of activist events
7 Month moving average
26% of global activist campaigns
target U.S. companies
Actions in the U.S, have risen
by more than 340% since 2000

Energy is Sector Most Targeted by Activists
40
Number of activist actions, 2000-2016
Source:
1,502
1,753
2,015
2,221
2,341
2,360
2,436
3,413
3,503
4,250
4,486
6,372
10,124
10,422
19,565
Tourism & sports
Electronics, telecoms, digital
Fisheries
Fashion
Construction
Forestry & paper
Retail
Finance
Healthcare & pharma
Mining & metals
Transport
Food & beverages
Chemicals
Agriculture
Energy
Most targeted sectors
362
388
406
428
458
474
484
583
591
596
640
642
687
1,174
1,178
Dow Chemical
McDonald's
Unilever
ENEL
Coca-Cola Company
ExxonMobil
Chevron
World Bank
Nestle
TransCanada
Walmart
Bayer
BP
Shell (Royal Dutch Shell)
Monsanto
Most targeted companies

Business Plays a Role in Stoking Societal Fears
Source: 2017 Edelman Trust Barometer Q693-762. Somepeople say they worry about many things while others say they have few concerns. Weare interested in
what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do
not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For eachof the statements below, please indicate
how much you agree or disagree. (Top 4 Box, Agree) General Population, 28-country global total. Q349-671. For the statements below, please think about the pace of
development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, 28-country global total,
question asked of half the sample.
42
Global population worries about
losing their jobs due to:
50% globalization
is taking us in the
wrong direction
53% the pace of change
in business and industry is
too fast
54%
55%
58%
60%
60%
Automation
Jobs moving to cheaper markets
Immigrants who work for less
Foreign competitors
Lack of training/skills

Support for Anti-Business Policies
Source: 2017 Edelman. Trust Barometer Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General
43
Nearly 1in2agree 69%agree 72%agree
Protectionism Slower Growth
“The government
should protect our
jobs and local
industries, even if
it means that our
economy grows
more slowly.”
“We need to
prioritize the
interests of our
country over those
of the rest of the
world.”
“We should not
enter into free
trade agreements
because they hurt
our country’s
workers.”
Protectionism

Rebuilding Trust:
Business Must Act

45
Most Trusted
Business is the most trusted
among the 1 in 3 who are
uncertain about the system
The Last Retaining Wall:
Business Most Trusted
by the Uncertain
Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trustthat 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, 28-
country global total, cut by “the system is failing’ segments. Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer
to the Technical Appendix.
% trust in each
institution
Among those
who believe the
System
is Working
Among those
who are
Uncertain
Among those
who believe the
System
is Failing
Most Trusted
Most Trusted
NGOs 51 57 52
Business 47 58 58
Media 37 50 47
Government 29 53 62

When the System is Failing,
Companies Must Do More
Source: 2017 Edelman Trust Barometer Q80-639. How important is eachof the following attributes to building your TRUST in a company? Use a 9-point scale
where one means that attribute 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, Importance) Data displayed is meanTop 2 Box rating for the listed items. Items were included if they were considered important by 50% or more of those who
believe the system is failing. General Population and cut by “the system is failing segments”, 28-country global total. Q672-675, 678-680, 688-690. For details on
how the “system failing” measure was calculated, please refer to the Technical Appendix.
46
Percent who rate each attribute as important in building trust in a company
(top 5 most important shown)
56
56
58
59
62
65
66
67
68
72
Ethical business practices
Pays its fair share of taxes
Listens to customers
Offers high-quality products/services
Treats employees well
Among those who have
lost faith in the system,
expectations are higher
across the board
On average
+9pts
higher expectations
System Failing
General Population

Source: 2017 Edelman Trust Barometer
47
And Do Things Differently
Identify
the
business
need
Assess
need
relative to
economic
and
societal
fear(s)
1
Learn
without
bias
2
Provide
context
Advocate
Act
3
Engage
openly

Which is more believable?
Talk With, Not At
48
Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a
different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are
more likely to believe is giving you the truth. While we know that some of these choices may not be easy, pleasedo your best to select only one of the two
options given-the one that is most likely to be true most often. General Population, 28-country global total, choices shown to half the sample.
51%
Personal
experience
49%
Data
57%
Spontaneous
speaker
43%
Rehearsed
speaker
54%
Blunt and
outspoken
46%
Diplomatic
and polite
62%
Company’s
social media
38%
Advertising

Partnerships/
programs to address
societal issues
Business practices/
crisis handling
Financial earnings &
operational
performance
Employees: Your Most Powerful Advocate
Source: 2017 Edelman Trust Barometer Q610. Who do youtrust MOST to provide you with credible and honest information about a company's financial earnings and operational
performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee
programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits?Q613. A company’s partnerships
with NGOs and effort to address societal issues, includingthoseto positively impact the local community? Q614. A company’s innovation efforts and new product development?
Q615. A company’s stand on issues related to the industry in which it operates? General Population, 28-country global total, question asked of one-quarter of the sample.
49
Most trusted spokesperson to communicate each topic
Innovation effortsTreatment of
employees/customers
Views on
industry issues
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
17
20 21
24
26
2121 22 23
31
26
23
53
38 37
33 32
30
28 29 29
25
22
29
16
22 22 21
23 22
9 9
11 11
13 14

With the People,
Not For the People

A Fundamental Shift
51
Current
Tension
Old Model:
For the People
New Model:
With the People
Elites manage
institutions to
do things “for”
the people
Influence has
shifted to the
people; people
using influence to
reject established
authority
Institutions
working
with the people;
institutional silos
dissolved
Influence
& Authority
Influence
& Authority
Influence
& Authority

With the People:
The New Integrated
Operating Model
52

Thank You
1
For more information, please contact:
Matt Wagner, Chair, U.S. Public Affairs
matt.wagner@edelman.com
202-350-6684
Amy Hemingway, EVP, Washington, DC
amy.hemingway@edelman.com
202-350-6661

Appendix 1:
Sub-sectors by Country

59 59
41
46 46 47 47 48 49 49 49 49 49 50 51
54 56 57
61 63 63 65 66 68 70
77
81 81 82
85
Global28
GDP5
Ireland
Spain
U.K.
Germany
Sweden
Poland
Argentina
Canada
France
Russia
S.Africa
Netherlands
Japan
Turkey
Australia
S.Korea
Singapore
Italy
Mexico
HongKong
Brazil
U.S.
Malaysia
Colombia
China
Indonesia
UAE
India
50%
Natural Gas Trusted in Nearly Half of Countries
55
Percent trust in the natural gas sub-sector, General Population, 2016 vs. 2017
+3 +10 +5 +3 +5 -5 +12 +11 +8 +4 +10 -5 +17 +4 +12-3 +2+4 +6-6 -7 +6-6+11 +5 -10-2 +3 +9+2
Y-to-Y Change+−

49 49
28 29 31 33 34 34
38 39 39 39 40 40
43 44 45 46 47 47
56 57 58 60 60
67
74
77
81
84
Global28
GDP5
Ireland
Sweden
Germany
France
Australia
Spain
Canada
Argentina
Poland
U.K.
Italy
Netherlands
Russia
Turkey
S.Korea
S.Africa
Japan
Mexico
U.S.
Brazil
Singapore
Colombia
HongKong
Malaysia
China
UAE
Indonesia
India
50%
Oil Distrusted in Majority of Countries
56
Percent trust in the oil sub-sector, General Population, 2016 vs. 2017
-8 +7 +5 +5 -4 +13 +15 +7 +12 +6 +2 +1 -3 +18 +8-3 +4+3 0+2 +1 00-5 +1 -4-3 -2 +2+3
Y-to-Y Change+−

68
64
50
53
56 58 59 59 60 62 62 64 65 65 67 68 68 70 70 72 73 73 74 75 77 78
81 82 84
87
Global28
GDP5
Japan
Ireland
U.K.
Poland
Australia
Russia
S.Korea
Germany
Spain
Argentina
France
Netherlands
Canada
Singapore
Sweden
Turkey
U.S.
S.Africa
HongKong
Malaysia
Colombia
Brazil
UAE
Italy
China
Mexico
India
Indonesia
50%
Cleantech Trusted in 22 of 28 Countries
57
Percent trust in the cleantech sub-sector, General Population, 2016 vs. 2017
+2 +5 +13 +2 +8 +17 -1 +16 +4 0 +9 -3 -1 +7 +14+2 -8+3 +1-2 +1 +40-6 +8 0-5 +4 +10-1
Y-to-Y Change+−

50%
43 43
21
27 29 31 31 33 33 35 35 37 38 40 40 41 41 41 43 43 44 45 45 46
53
57
62 62
73
79
Global28
GDP5
Germany
Ireland
Japan
Italy
Spain
S.Africa
Turkey
Argentina
Australia
Netherlands
Colombia
Singapore
S.Korea
Canada
Poland
U.K.
France
Sweden
Malaysia
Brazil
Mexico
HongKong
U.S.
Russia
Indonesia
UAE
China
India
Nuclear Distrusted in 22 of 28 Countries
58
Percent trust in the nuclear sub-sector, General Population, 2017

57 58
19
42 44 44 45 46 47 48 48 50 51 52 52 52 53 53
56
59
66 66 67 69 69
74 75 77 79
86
Global28
GDP5
Russia
Argentina
Ireland
U.K.
Spain
Brazil
S.Korea
Canada
Sweden
Poland
Turkey
France
Japan
S.Africa
Australia
Germany
Netherlands
Mexico
Italy
U.S.
Colombia
Malaysia
Singapore
HongKong
UAE
China
Indonesia
India
50%
Utilities Sees Broad Increases in Trust
59
Percent trust in the utilities sub-sector, General Population, 2016 vs. 2017
+6 +5 +6 +6 +2 +7 +10 +18 +2 +4 +11 -3 -6 +13 +110 0+4 -2+10 +4 +9-80 +11 -3-1 +3 +5+3
Y-to-Y Change+−

46
50
29 31 32 33 33 35 35 36 37 37
41 41 41 41
45 47 47 47 48 48 50
54
57
62 62 63
68
73
Global27
GDP5
Ireland
Sweden
Argentina
France
Netherlands
Colombia
Turkey
S.Africa
Japan
Poland
Australia
Germany
HongKong
Spain
Singapore
Canada
S.Korea
U.K.
Brazil
Italy
U.S.
Russia
Malaysia
Indonesia
Mexico
India
UAE
China
50%
Mining Distrusted in 20 of 28 Countries
60
Percent trust in mining sector, 2014 vs. 2016 (27-country global total)
-19 +3 -3 -7 +2 -18 +6 +6 -5 -6 -4 -3 -5 +1 +30 -1-4 -3-17 -8 -3-9+1 -11-1 -3 -12+4
Y-to-Y Change+−
“trust them a great deal.” General Population, 27-country global total, question asked of one-fifth the sample.
n/a

Appendix 2:
March 2017 U.S. Gallup Poll

Americans’ Concerns about Global Warming Continue to Increase
Source: Telephone interviews conducted March1-5, 2017, with a random sample of 1,018 adults, aged 18 and older, living in all 50 U.S. states and the
District of Columbia. Margin of sampling error is ±4 percentage points at the 95% confidence level.
62
• 66% of Americans now worried “a
great deal or fair amount” about
global warming – including 45%
worried “a great deal”
• 62% believe effects of global
warming have already begun
• 42% believe this is a serious
threat to them and their way of life

Partisan Gap Widens on Concerns About Global Warming
63
• 66% of Democrats now worry a
great deal, up nine points from
2016 survey’s previous high of
57%.
• 45% of independents now say
they worry a great deal, up 11
points from 2016.
• Republicans steady at a low 18%
• Gap between parties significantly
wider than on other issues

Support for Alternative Energy Remains Strong
64
• 71% prioritize alternative energy over
fossil fuels
• 59% believe protection of the environment
should be given priority over energy
development
• About two-thirds favor more strongly
enforcing federal environmental
regulations and setting higher emissions
standards for business and energy

2017 Edelman Trust Barometer - Energy Results

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