Edelman Trust Barometer 2012 - India Results

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

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

3. Edelman Trust Barometer in retrospect
2011 Rise of authority figures
2010 Trust is now an essential line of business
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
3 © Edelman, 2012. All rights reserved.

4. 4 © Edelman, 2012. All rights reserved.

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

6. The Fragility of Trust: Focus on Japan
2011 2012
Informed Public Informed Public
TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64
TRUST IN INDUSTRIES
Business Media NGOs Government
75%
- 12 - 21 - 26
Energy
29% -46
53% 47% 48% 36% 51% 30% 51% 25%
54%
Media
33% -21
55%
Financial services
38% -17
71%
Banks
51% -20
CREDIBLE SPOKESPEOPLE
-38
-23 70% -43 -55
-43
65% 67%
63%
59% -26 TRUST IN INFORMATION SOURCES
-30
48%
42% -17 -16 -26 -13 -13
39% 40%
32%
24%
22%
18% 16%
14%
8% Newspaper TV Radio Magazines
Technical Academic CEO A Person NGO Regular Financial/ Government
Expert or Expert Like Represent. Employee Industry Official
Yourself Analyst
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all”
and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company.
For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan
6 © Edelman, 2012. All rights reserved.

7. Globally, trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS
2011
Informed Public 56%
2012 52% 53%
Informed Public
2012
47%
General Public 43%
38%
Government Business
61%
58%
49% 52%
50%
46%
Media NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total
7 © Edelman, 2012. All rights reserved.

8. In Asia Pacific, government the only institution to suffer decreased trust
TRUST IN INSTITUTIONS – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
2011
Informed Public 64% 62%
2012 61%
Informed Public
2012 54%
General Public
51%
44%
Government Business
63% 62% 64%
61%
53% 52%
Media
NGOs
APAC
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the Asia Pacific Region (excludes Hong
Kong and Malaysia)
8 © Edelman, 2012. All rights reserved.

9. Though, in India, trust in all institutions, except media, remains stable;
Double-digit rise in trust in media, reaching NGOs’ and business’ trust levels
TRUST IN INSTITUTIONS – INDIA 70% 69%
61%
2011
Informed Public
53%
2012
Informed Public
2012 44% 43%
General Public
Government Business
70%
67%
60% 61%
55%
50%
Media
NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in India
9 © Edelman, 2012. All rights reserved.

10. India’s trust in NGOs, business and government remains stable over the past
year; Trust in media sees record rise
TRUST IN INSTITUTIONS – INDIA
NGOs
Media
Business
Government
80%
74% 73%
70%
BUSINESS
70% 67% 67% 69%
65% 65%
68%
61%
59%
60%
55% 61% 61%
57%
49% 55%
50% 52% 52%
GOVERNMENT
49%
45%
40% 43% 43%
41%
30%
20%
2007 2008 2009 2010 2011 2012
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you
“do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in India
10 © Edelman, 2012. All rights reserved.

11. Several mature economies see double-digit drops in business trust;
Though trust in business in India remains steady and 4th highest in world
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%
N/A N/A
Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
11 © Edelman, 2012. All rights reserved.

12. Industries fairly stable; technology, banks, automotive and telecommunications
remain most trusted in India
TRUST IN INDUSTRIES – INDIA
2011 2012
Technology 93% Technology 92%
Banks 87% Banks 90%
Telecommunications 86% Automotive 88%
Automotive 85% Telecommunications 80%
Pharmaceuticals 83% Energy 78%
Energy 82% Consumer packaged goods 76%
Food and beverage 77% Pharmaceuticals 75% - 8
Consumer packaged goods 71% Food and beverage 73%
Financial services 71% Media 70%
Media 62% Financial services 68%
Brewing and spirits 56% Brewing and spirits 58%
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in India
12 © Edelman, 2012. All rights reserved.

13. Majority of countries now distrust government; trust in India is steady
but only slightly above the 50 percent mark (significantly lower than
China/Singapore)
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88% 88%
85%
77% 78%
75% 75%
73%
64%
62% 61% 62% 62%
56%
53% 52% 54%
52% 52% 51%
50% 49% 49%
50%
44% 47% 45%
43% 43% 43% 42% 42% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%
N/A N/A
Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
13 © Edelman, 2012. All rights reserved.

14. Media only institution to see trust rise, driven in part by a significant
increase in India (third highest market for media trust)
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A N/A
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
14 © Edelman, 2012. All rights reserved.

15. Global Diversification of Media
TRUST IN INFORMATION SOURCES
2011
Informed Public
2012
Informed Public
+ 10%
29%
32% + 18%
22%
26%
+ 75 %
+ 23%
14% 16%
13%
8%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE)
15 © Edelman, 2012. All rights reserved.

16. Social Media experiences significant increase in India
TRUST IN INFORMATION SOURCES – INDIA
2011
Informed Public
2012
Informed Public
46% 45%
43% 43%
+ 50% 37%
31%
29%
19%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too
much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in India
16 © Edelman, 2012. All rights reserved.

17. Trust in NGOs surges over time in India, along with China surpasses Western
levels
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
U.S.
UK/France/Germany
China
India
80%
75% 79%
70%
68%
65%
60%
55%
54%
52%
50% 48%
45% 48%
40%
35%
36%
31%
30%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do
what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust)
Informed Publics ages 35-64 in U.S., UK/France/Germany, India and China
17 © Edelman, 2012. All rights reserved.

18. 18 © Edelman, 2012. All rights reserved.

19. CEOs and government officials credibility plummets
CREDIBLE SPOKESPEOPLE – GLOBAL
2011 2012
Academic or expert 70% Academic or expert 68%
Technical expert in the company 64% Technical expert in the company 66%
Financial or industry analyst 53% A person like yourself 65%
CEO 50% Regular employee 50%
NGO representative 47% NGO representative 50%
A person like yourself 43% Financial or industry analyst 46%
Government official or regulator 43% CEO 38%
Regular employee 34% Government official or regulator 29%
*Significant difference at
the 95% confidence level
vs. 2012 global
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the
information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region
19 © Edelman, 2012. All rights reserved.

20. In India, credibility of “person like me” also climbs; while CEO credibility
significantly decreases, returning to pre-2011 levels
CREDIBLE SPOKESPEOPLE – INDIA
2011 2012
CEO 78% Academic or expert 80% + 18
Technical expert in the company 74% Technical expert in the company 74%
Academic or expert 62% A person like yourself 69% + 22
Financial or industry analyst 61% CEO 68% - 10
A person like yourself 47% Financial or industry analyst 68%
Regular employee 45% Regular employee 59% + 14
Government official or regulator 43% NGO representative 50% + 17
NGO representative 33% Government official or regulator 44%
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in India
20 © Edelman, 2012. All rights reserved.

21. In India, CEO credibility falls to 2007-2010 levels but remains higher than
other APAC markets
CEO CREDIBILITY
China
India
Japan
South Korea
100%
90% 83%
80%
68%
70% 66%
60% 59%
60% 63%
60% 56%
53%
50% 44% 46% 51%
49% 45%
40% 37% 44% 46%
37% 41%
30% 34%
32% 33% 28%
20%
22%
10%
0%
2007 2008 2009 2010 2011 2012
Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each
person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in China, India, Japan and South Korea
21 © Edelman, 2012. All rights reserved.

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

23. In India, business not meeting public’s expectations on societal factors
Smaller gap on operational factors
Gap
INDIA
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 64% - 18
Business 46%
Importance
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 64% -8
Company
Performance 56%
PLACES CUSTOMERS AHEAD OF PROFITS 59%
41% - 18
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 58% - 14
44%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 57% - 14
43%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 56% - 15
41%
HAS ETHICAL BUSINESS PRACTICES 56% - 11
45%
TREATS EMPLOYEES WELL 56% - 15
41%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% - 14
BUSINESS 40%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 53% - 14
39%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 51% +3
54%
50% -8
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS
42%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 48% - 11
IN WHICH THE COMPANY OPERATES 37%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 47% -2
45%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 45%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 51% +6
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 35%
SOCIETAL ISSUES 32% -3
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in India (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in India
23 © Edelman, 2012. All rights reserved.

24. Government not meeting public’s expectations on operational or societal
GOVERNMENT IMPORTANCE VS. PERFORMANCE – INDIA
Government
Importance
Government
Performance
Gap
63% -39
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
24%
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 61% -35
COUNTRY 26%
60% -35
HAS TRANSPARENT AND OPEN PRACTICES
25%
60% -35
COMMUNICATES FREQUENTLY AND HONESTLY
25%
59% -33
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
26%
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 55% -30
EMPLOYMENT OPPORTUNITIES 25%
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 54% -30
LOCAL COMMUNITIES 24%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 40%
ADDRESS SOCIETAL ISSUES -19
21%
Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust'
and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in India; Q140-147. Please rate your government on how well you think they
are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box ,
Performing Very/Extremely Well) General Population in India
24 © Edelman, 2012. All rights reserved.

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

26. Calls for greater protection and responsible behavior in India
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
India
30% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
29% PROTECT CONSUMERS from irresponsible business practices Business
can address
on its own
24% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
14% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
3% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
2% Government SHOULD NOT PLAY A ROLE in business
Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, APAC - 27%, India - 22%)
• Unethical business practices (Global - 28%, APAC - 31%, India - 38%)
• Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, India - 27%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed
Publics ages 25-64 in 25 country global total, Asia Pacific region and India; Q131. Which of the following is the most important role that government should play in business? Informed
Publics ages 25-64 in India
26 © Edelman, 2012. All rights reserved.

27. 27 © Edelman, 2012. All rights reserved.

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

29. Business: from license to operate to license to lead
GLOBAL
CURRENT TRUST BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
47% TRUST BUSINESS 1) Listens to customer needs and feedback
1) Delivers consistent financial returns SOCIETAL ATTRIBUTES
MORE IMPORTANT TO 1) High quality products or services
2) Innovator of new products BUILDING FUTURE 3) Treats employees well
TRUST
3) Highly regarded, top leadership 4) Places customers ahead of profits
3) Ranks on a global list 4) Takes actions to address issue or crisis
6) Has ethical business practices
5) Partners with third parties
7) Has transparent and open business
CURRENT TRUST 8) Communicates frequently and honestly
DRIVEN BY OPERATIONAL
ATTRIBUTES 9) Works to protect/ improve environment
10) Addresses society's needs
11) Positively impacts the local community
12) Innovator of new products
Societal
Operational 13) Highly regarded, top leadership
14) Delivers consistent financial returns
15) Ranks on a global list
16) Partners with third parties
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 25 country global total; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale
where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely
Important) General Population in 25 country global total (excludes ‘Don’t Know’ responses) * ‘Current Trust’ results based on regression analysis of general population in 25 country global total
29 © Edelman, 2012. All rights reserved.

30. Business: from license to operate to license to lead
INDIA
CURRENT TRUST BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
61% TRUST BUSINESS 1) High quality products or services
1) Partners with third parties 1) Listens to customer needs and feedback
2) Listens to customer needs and feedback SOCIETAL ATTRIBUTES 3) Places customers ahead of profits
MORE IMPORTANT TO
4) Works to protect/improve environment
3) Positively impacts the local community BUILDING FUTURE
TRUST 5) Takes actions to address issue or crisis
4) Delivers consistent financial returns
6) Treats employees well
CURRENT TRUST 6) Has ethical business practices
DRIVEN BY OPERATIONAL
6) Has transparent and open business
AND SOCIETAL ATTRIBUTES
9) Communicates frequently and honestly
10) Delivers consistent financial returns
Societal
11) Innovator of new products
Operational
12) Addresses society's needs
13) Positively impacts the local community
14) Highly regarded, top leadership
15) Ranks on a global list
16) Partners with third parties
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in India; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means
that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in India (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
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31. Earn License to Lead
Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
31 © Edelman, 2012. All rights reserved.

32. 32 © Edelman, 2012. All rights reserved.