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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)
Trust
in Crisis
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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+−
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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
Declines in 21 countries
Y-to-Y Change+−
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
12
Percent trust in business, and change from 2016 to 2017
Distrusted in 13 countries
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
Declines in 18 countries
Y-to-Y Change+−
NeutralDistrust Trust
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
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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+−
NeutralDistrust Trust
The System
Is Broken
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
Fears
Fuel the Fire
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
The Echo
Chamber
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
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.
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
28
Trust in Energy
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
NeutralDistrust Trust
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
Declines in 5 countries
Y-to-Y Change+−
NeutralDistrust Trust
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
Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
2017: Trust Gap in Energy Sector Widens
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) 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
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) Mass Population
and Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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+−
NeutralDistrust Trust
+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
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. 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
The Role of
Activism
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
on Notice
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
Population, 28-country global total.
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.
NeutralDistrust Trust
% 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
Trusted in 12 countries
+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
Declines in 8 countries
Y-to-Y Change+−
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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
Distrusted in 18 countries
-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
Declines in 8 countries
Y-to-Y Change+−
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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
Declines in 7 countries
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+−
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
Trusted in 22 countries
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
Distrusted in 22 countries
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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
Trusted in 10 countries
+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
Declines in 6 countries
Y-to-Y Change+−
NeutralDistrust Trust
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.
GDP 5 = U.S., China, Japan, Germany, U.K.
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)
Distrusted in 20 countries
-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
Declines in 19 countries
Y-to-Y Change+−
NeutralDistrust Trust
Source: 2017 Edelman Trust Barometer. Q61C-65C. 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.” General Population, 27-country global total, question asked of one-fifth the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
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
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.
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
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.
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

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2017 Edelman Trust Barometer - Energy Results

  • 1. 2017 Edelman Trust Barometer Trust in Energy Rising, And so are Challenges 1
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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)
  • 7. How much do you trust each institution to do what is right?
  • 8. 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
  • 9. 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
  • 10. 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. GDP 5 = U.S., China, Japan, Germany, U.K. 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+− NeutralDistrust Trust
  • 11. 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. GDP 5 = U.S., China, Japan, Germany, U.K. 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 Declines in 21 countries Y-to-Y Change+− NeutralDistrust Trust NGOs less trusted than business in 11 countries
  • 12. 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. GDP 5 = U.S., China, Japan, Germany, U.K. 12 Percent trust in business, and change from 2016 to 2017 Distrusted in 13 countries 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 Declines in 18 countries Y-to-Y Change+− NeutralDistrust Trust
  • 13. 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
  • 14. 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
  • 15. 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 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. GDP 5 = U.S., China, Japan, Germany, U.K. 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+− NeutralDistrust Trust
  • 17. 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
  • 18. 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
  • 20. 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
  • 21. 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. 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
  • 24. 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
  • 25. 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 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. 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+−
  • 26. 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
  • 27. 2017: Mass Population Rejects Established Authority 27 Mass population now has influence and authority Establishment left empty-handed Influence & Authority
  • 29. 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
  • 30. 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 NeutralDistrust Trust
  • 31. 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 Declines in 5 countries Y-to-Y Change+− NeutralDistrust Trust 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 Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K.
  • 32. 2017: Trust Gap in Energy Sector Widens 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) 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
  • 33. 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 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) Mass Population and Informed Public, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 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
  • 34. 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. GDP 5 = U.S., China, Japan, Germany, U.K. 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
  • 35. 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+− NeutralDistrust Trust +4
  • 36. 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 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. Mass Population and InformedPublic, 28-country global total. Mass Population Informed Public Gap 12 14 12 16 50% Neutral Trusted Distrusted
  • 37. 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
  • 39. 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
  • 40. 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
  • 42. 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
  • 43. 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 Population, 28-country global total. 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
  • 45. 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. NeutralDistrust Trust % 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
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. With the People, Not For the People
  • 51. 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
  • 52. With the People: The New Integrated Operating Model 52
  • 53. 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
  • 55. 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 Trusted in 12 countries +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 Declines in 8 countries Y-to-Y Change+− NeutralDistrust Trust 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. GDP 5 = U.S., China, Japan, Germany, U.K.
  • 56. 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 Distrusted in 18 countries -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 Declines in 8 countries Y-to-Y Change+− NeutralDistrust Trust 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. GDP 5 = U.S., China, Japan, Germany, U.K.
  • 57. 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 Declines in 7 countries 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+− NeutralDistrust Trust 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. GDP 5 = U.S., China, Japan, Germany, U.K. Trusted in 22 countries
  • 58. 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 Distrusted in 22 countries NeutralDistrust Trust 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. GDP 5 = U.S., China, Japan, Germany, U.K.
  • 59. 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 Trusted in 10 countries +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 Declines in 6 countries Y-to-Y Change+− NeutralDistrust Trust 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. GDP 5 = U.S., China, Japan, Germany, U.K.
  • 60. 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) Distrusted in 20 countries -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 Declines in 19 countries Y-to-Y Change+− NeutralDistrust Trust Source: 2017 Edelman Trust Barometer. Q61C-65C. 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.” General Population, 27-country global total, question asked of one-fifth the sample. GDP 5 = U.S., China, Japan, Germany, U.K. n/a
  • 61. Appendix 2: March 2017 U.S. Gallup Poll
  • 62. 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
  • 63. Partisan Gap Widens on Concerns About Global Warming 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. 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
  • 64. Support for Alternative Energy Remains Strong 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. 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