This document provides methodology details for the 2017 Edelman Trust Barometer report. It describes the sample sizes and margins of error for the general population, informed public, and mass population in 28 countries. It also outlines the criteria for classifying respondents as the informed public versus the mass population. Charts are included showing average trust levels in various institutions from 2016 to 2017.

1. 2017 Edelman
Trust Barometer
Hong Kong Report

2. 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 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
2017 Edelman Trust Barometer Methodology
Informed PublicGeneral Online Population
17 years of data
33,000+ respondents
All fieldwork was conducted
between October 13th and
November 16th, 2016
Online Survey in
28 Countries
Mass Population
‣ 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
‣ All population not including
Informed Public
‣ Represents 87% of total
global population
‣ 6 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
All slides show General Online
Population unless otherwise noted

3. 2016: The
Inversion of
Influence
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.
Influence
& Authority
Influence
Authority
Mass
Population
85%of
population
48Trust Index
15%of
population
60Trust Index
Informed
Public
12 point
trust gap

4. The Inversion of Influence in Action
Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General
Population Respondents, Nov. 28 to Dec. 11, 2016
Trump Voters
Clinton Voters
Trust Barometer Supplement: UK Supplement, 1,150 General Population
Respondents, December 23, 2016 to January, 7 2017
Remain
in the EU
Leave
the EU
Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears
were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.
Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure
were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.
67%
are fearful
45%
are fearful
46%
are fearful
26%
are fearful

5. Trust Index
A World of Distrust
Average trust in institutions,
2016 vs. 2017
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

6. Trust Index
A World of Distrust
Average trust in institutions,
2012 vs. 2017
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
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.
11 point trust gap
between Informed and Mass
2012 2017
Trusters
(60-100)
Neutrals
(50-59)
Distrusters
(1-49)
45 Global
69 China
62 Singapore
53 Netherlands
57 UAE
56 Mexico
55 India
54 Indonesia
53 Hong Kong
53 Malaysia
51 Canada
49 Argentina
48 Netherlands
47 Italy
46 Brazil
40 US
40 Australia
39 South Korea
38 Poland
36 France
36 Spain
36 Sweden
35 UK
34 Germany
34 Ireland
32 Japan
30 Russia

7. Trust in
Government
“People in this country have had enough of experts.”
– Michael Gove, Member of Parliament, U.K.

8. Distrusted in 75% of countries
Government Trust Declining Globally
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 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.
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

9. Trust in Government: All-Time Low
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong
Percent trust in government, 2012 vs. 2017
55
53
42
44
45
40
2012 2013 2014 2015 2016 2017

10. 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 credible would the information
be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Hong Kong, question asked of half the sample.
Percent who rate each spokesperson as very/extremely credible
Government Official Credibility: All-Time Low
Government
Officials
41%
Credible
Government
Officials
29%
Credible
2016 Credibility 2017 Credibility
10point
gap between
Informed and Mass

11. Government Should Rein in Business
Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate
how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Hong Kong,
question asked of one-fifth the sample.
Regulation
88%
agree that the
pharmaceutical
industry needs
more regulations
Tax Policy
73%
agree that policy
makers should
tax foods that negatively
impact health
Reform
47%
do not agree that
financial market reforms
have increased
economic stability

12. Media
“The global village that was once the internet was has been replaced
by digital islands of isolation that are drifting further apart each day.”
- Mostafa M. El-Bermawy, Vice President, WorkZone

13. 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) 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 with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”). General Population, Hong Kong
“I would support politicians
I trust to make things better
for me and my family
even if they
exaggerated the truth”
Nearly
3in5agree 54%
Do not regularly listen to
people or organizations
with whom they often
disagree
to ignore information that
supports a position they do
not believe in
Nearly
3xmore likely
Facts matter less. Bias is our filter.
The Echo Chamber in Action

14. 54
55 55
50
47
42
2012 2013 2014 2015 2016 2017
Hong Kong Media: All-Time Low
Source: 2017 Edelman Trust Barometer Q11-620. 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, Hong Kong
Percent trust in media, 2012 vs. 2017

15. Search engines*
Traditional media
Online-only media**
Social media
Owned media
Traditional Media Shows Steepest Decline
Source: 2017 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where
one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population, Hong Kong, question asked of half the sample. *From 2012-2015, “Online Search Engines”
were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Search engines now most
trusted, with y-o-y
increases in every
category
Traditional media down
21 points since 2012 –
largest decline amongst
millennials
55
41
59
36
2012 2013 2014 2015 2016 2017
Mass Population trust
declines fastest, but not
in search

16. Trust in
Business
I and the public know
What all schoolchildren learn
Those to whom evil is done
Do evil in return
- W. H. Auden

17. Global Business on 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.
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

18. Hong Kong Business: All-Time Low
Source: 2016 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) Informed Public and General Population, Hong Kong.
Percent trust in business, 2012 to 2017
42
43
41
38
39
34
2012 2013 2014 2015 2016 2017

19. CEO Credibility in Crisis
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 credible would the
information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Hong Kong, question asked of half the sample.
Percent who rate each spokesperson as very/extremely credible
19% decline since
2016 – most significant
decline globally
10% below global
average
Hong Kong
27%
Credible
Global
37%
Credible

20. 66% agree
“A company can take specific actions that both increase
profits and improve the economic and social conditions in the community
where it operates.”
Citizens Expect Business to Address Societal Issues
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General
Population, Hong Kong, question asked of half the sample.
.

21. Corruption Globalization Pace of Innovation
Citizen Concerns
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Pace of innovation For details on how the societal fears were measured, please refer to the Technical Appendix.
(Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Hong Kong. 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, Hong Kong, question asked of half the sample.
Percent of respondents who are concerned regarding each issue
65%64% 54%
46% globalization 50% the pace of change
is taking us in the
wrong direction
62% lack of training or skills
50% automation
50% foreign competitors
50% jobs moving to cheaper markets
Population worries about
losing their jobs due to:
in business and industry is
too fast

22. Do No Harm
Source: 2017 Edelman Trust Barometer Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.). General Population, 28-country global total
and General Population, Hong Kong, question asked of half the sample.
Actions business can take that would most damage trust (top 6 most-selected)
33%
43%
44%
46%
50%
50%
36%
40%
44%
36%
51%
39%
Move jobs from this country to cheaper labor markets
Reduce costs by lowering product quality
Pay top executives much more than the average worker
Reduce employees’ benefits
Pay bribes to government officials to win contracts
Reduce costs by cutting jobs
Hong KongGlobal

23. 21%
29%
50%
59%
Sold shares
Shared negative opinions online
Criticized companies
Refused to buy products/services
Trust Matters
Source: 2017 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust/do not trust? (Yes Summary) Q598-609. Thinking about the information you
consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) Q178-182. When looking for general news and information, how much would you trust each type of source for general news
and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) General Population, Hong Kong, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Sold shares

24. How to Drive Trust
in Business

25. Purpose Drives Trust in Business
Top trust drivers in Hong Kong
43%
41%
36%
35%
31%
26%
25%
20%
Treats employees
well
Has ethical
business practices
Works to protect and
improve the environment
Addresses society's needs in
its everyday business
Places customers
ahead of profits
Is an innovator of new
products, services or ideas
Delivers consistent financial
returns to investors
Ranks on a global list of top companies,
such as best to work for or most admired
Source: 2017 Edelman Trust Barometer Q80-639. How important is each of 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) Q114-654. Please rate businesses in general on how well you think they are performing on each of
the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Hong Kong.
Important Drivers of Trust Less Important Drivers of Trust

26. Employee Advocacy not Leveraged
Source: 2017 Edelman Trust Barometer Q610. Who do you trust 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, including those to 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, Hong Kong, question asked of one-quarter of the sample. General Population, Hong Kong.
Most trusted spokesperson to communicate each topic
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
56%
a person like
yourself
15 16 15
19
24
15
24
16 17
22 22
17
48
33
31
27 27 27
20
27
29
24
22 21
18
28 28
24
32 33
10
14
12
19
16 17
Partnerships/
programs to address
societal issues
Business
practices/
crisis handling
Financial
earnings &
operational
performance
Innovation effortsTreatment of
employees/
customers
Views on
industry issues

27. 54
55 55
50
47
4242
43
41
38
39
34
55
53
42
44
45
40
2012 2013 2014 2015 2016 2017
61
63
64
57 57
59
Partner with NGOs
Source: 2016 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) General Population, Hong Kong.
Percent trust in the four institutions of
government, business, media and NGOs, 2012 vs. 2016
NGOs
Media
Government
Business

28. How to Gain Trust in
Today’s Environment

29. A New Model
for Earning Trust
Engage with the
people that can best
help achieve your
purpose – NGOs
and your employees
Build operations
and policies that
make your
purpose a reality
Define your purpose
in society and put it
at the core of your
business
Craft your story for
today’s media
environment: earned,
social and search

30. Thank You