The 14th annual Trust Barometer is the largest study of its kind, and explores rising and falling levels of trust across twenty-seven markets, and 33,000 people; considering different industry sectors; as well as the impact and perception of government, business, media and society.

1. 2014
EDELMAN TRUST BAROMETER
UK RESULTS

3. ONE| Trust: the Gender Divide
3

4. MEN AND WOMEN ARE BOTH GENDER-BLIND WHEN IT COMES TO
TRUST IN A CEO
TRUST IN MEN VS. WOMEN ON A BOARD OF DIRECTORS AND AS A CEO
Total
On a board of directors
Men
78%
Women
80%
77%
What does it say?
8%
11%
6%
Trust men more
14%
10%
Trust women more
As a CEO
10%
Neither / don‟t know
79%
14%
6%
Trust men more
4

17%
12%
9%
76%
80%
Women are trusted to do what
is right more (14%) than men
(12%) on a board of directors.

When asked to chose the
most trusted gender of a
CEO, four in five
respondents (79%) said
they did not prefer one over
the other or that they did
not know. This was the
highest of the four questions.
14%
Trust women more
Neither / don't know
Thinking about a company‟s board of directors, a director of which gender do you trust more to do what is right?; Thinking about a CEO and gender, a CEO of
which gender do you trust more to do what is right? General Publics
JA
N

5. CEOS CAN BUILD TRUST BY TELLING THE TRUTH REGARDLESS
OF HOW UNPOPULAR IT MAY BE
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY U.K.
84%
83%
82%
80%
64%
53%
, regardless of how complex or unpopular Isis
Communicates clearly and transparently to discuss challenging involved in supporting local charities andMEDIA PRESEN
Engages with employees regularly
it front and center during the state of times (product recalls, HAS AN ACTIVE good causes
Is personally the business
lawsuits, etc.)
JA
N
5
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that
CEO? (Top 4 Box, Total Important) General Publics

6. THE UK GENERAL PUBLIC GIVES A TRUST BONUS OF 7 POINTS
TO COMPANIES WITH A HIGHER PROPORTION OF WOMEN THAN
MEN
TRUST IN COMPANIES WITH A HIGHER PROPORTION OF WOMEN VS. COMPANIES WITH A
HIGHER PROPORTION OF MEN
Total
Male trust
Female trust
39%
32%
22%
17%
18%
14%
A company with a higher proportion of WOMEN
A company with a higher proportion of MEN
JA
N
6
Thinking of the gender balance in different companies, please indicate how much you would trust a company to do what is right if they have a higher proportion of
women than men or a higher proportion of men than women in the company. General Publics

8. WHILE TRUST IN BUSINESS REMAINS CONSTANT, BOTH MEDIA
AND GOVERNMENT SEE DECREASES IN TRUST IN 2014
U.K. TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND
NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
67%
61%
56%
56%
NGOS
19%
#1
2013
2014
GOVERNMENT
2013
17%
#2
2013
12%
2014
13%
2013
BUSINESS
41%
42%
#3
10%
2014
47%
47%
13%
23%
#4
11%
MEDIA
2014
OC
T
8
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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed
Publics

9. NGOS CONTINUE ON STRONG UPWARD TRUST TREND; MEDIA
AND GOVERNMENT DROP TOWARDS 2012 LEVELS
U.K. TRUST IN THE FOUR INSTITUTIONS SINCE 2008
80%
NGOs
Media
Business
Government
67%
70%
61%
60%
54%
50%
53%
51%
54%
49%
46%
44%
43%
40%
40%
30%
38%
30%
2010
47%
42%
41%
38%
38%
37%
31%
2009
56%
51%
47%
48%
36%
35%
56%
22%
20%
2008
2011
2012
2013
2014
OC
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9
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'. (4 Box, Trust) Informed Publics

10. HALF REPORT TRUSTING GOVERNMENT LESS THAN THEY DID IN
2013
REPORTED CHANGE IN TRUST IN GOVERNMENT OVER THE LAST YEAR
TRUST INCREASED A LOT
TRUST INCREASED
9%
2%
TRUST DECREASED A LOT
19%
50%
REPORT
TRUSTING
GOVERNMENT
LESS
39%
STAYED THE SAME
31%
TRUST DECREASED
JA
N
10
Thinking about everything you have read, seen or heard about each institution in the last year, please indicate how much your trust in each institution has
changed over the past year. [GOVERNMENT] (excl. don‟t knows) General Publics

11. AMONG THOSE WHO REPORTED TRUSTING GOVERNMENT
LESS, THE MAIN REASON WAS POOR PERFORMANCE AND
INCOMPETENCE
REASONS FOR TRUSTING GOVERNMENT LESS
39%
22%
20%
10%
8%
g incentives driving policies (such as officials focusing on advancing Transparency issuesof regulation or control
Poor performance/ incompetence
Corruption or fraud
career/ re-election)
Lack
JA
N
11
Which of the following is the main reason why your trust in government decreased over the last year? [BASE: those reporting a decrease in [government/media]
over the last year] (Excl. don‟t knows) General Publics

12. WHILE THOSE SAYING THEY TRUSTED MEDIA LESS THIS YEAR ASCRIBED
THE DROP TO THE MEDIA BEING CORRUPT AND LACKING IN REGULATION
REASONS FOR TRUSTING GOVERNMENT AND MEDIA LESS
GOVERNMENT
MEDIA
39%
38%
22%
18%
23%
20%
13%
10%
8%
Poor performance/ Wrong incentives
incompetence
driving policies
/editorial decisions
Corruption or
fraud
Transparency
issues
8%
Lack of regulation
or control
JA
N
12
Which of the following is the main reason why your trust in [government/media] decreased over the last year? [BASE: those reporting a decrease in
[government/media] over the last year] (Excl. don‟t knows) General Publics

14. RESPONDENTS VIEW GOVERNMENT‟S MAIN ROLE BEING TO
FOCUS ON PROTECTING CONSUMERS FROM IRRESPONSIBLE
BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - U.K.
37%
25%
15%
14%
5%
2%
3%
OC
T
14
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics

15. A MAJORITY BELIEVE THERE IS NOT ENOUGH GOVERNMENT
REGULATION OF THE FINANCIAL SERVICES AND ENERGY
INDUSTRIES
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - U.K.
Not Enough
Too Much
73%
64%
43%
38%
17%
4%
2%
5%
Government Regulation Government Regulation Government Regulation Government Regulation
of Business
of Financial Services of the Energy Industry of the Food & Beverage
Industry
Industry
15
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right
amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your
government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of
the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264.
When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right
amount? (Not Enough, Too much) Informed Publics
OC
T

16. HYGIENE FACTORS ASIDE, BEING AN ACTIVE PARTICIPANT IN FINANCIAL
SERVICES AND ENERGY MEANS MAKING STRUCTURAL CHANGES TO THE
INDUSTRY
WHAT DOES BEING AN ACTIVE PARTICIPANT MEAN FOR EACH INDUSTRY?
"The financial services
industry should be a more
active participant in the
broader debate over the
future of the United Kingdom‟s
banking system."
Providing an
improved service…
27%
Making structural
changes to the…
22%
Working with
government
Educating
consumers
Advising
government
Taking part in
debates in the…
Lobbying
government
Don‟t know
16
19%
9%
6%
5%
2%
9%
"The energy industry should
be a more active participant in
the broader debate over the
United Kingdom‟s energy
policy."
Providing an
improved service…
35%
Making structural
changes to the…
21%
Working with
government
Educating
consumers
Taking part in
debates in the…
Advising
government
Lobbying
government
Don‟t know
18%
7%
5%
4%
1%
8%
"The food and beverage
industry should be a more
active participant in the
broader debate in the United
Kingdom over solutions to
food and nutrition policy
Providing an
34%
issues."
improved service…
Educating
consumers
20%
Working with
government
15%
Making structural
changes to the…
Advising
government
Taking part in
debates in the…
Lobbying
government
Don‟t know
What does the financial services industry being an active participant in the broader debate over the future of the United Kingdom‟s banking system most
mean to you?; What does the energy industry being an active participant in the broader debate over the future of the United Kingdom‟s energy policy most
mean to you?; What does the food and beverage industry being an active participant in the broader debate in the United Kingdom over solutions to food and
nutrition policy most mean to you? General Publics
12%
6%
5%
2%
6%
JA
N

18. THE GENERAL PUBLIC SHOW A CLEAR DESIRE FOR A SINGLEPARTY GOVERNMENT AT THE NEXT GENERAL ELECTIONS
PREFERENCE FOR A SINGLE PARTY OR COALITION GOVERNMENT
15%
DON‟T KNOW
20%
COALITION
65%
SINGLE PARTY
GOVERNMENT
JA
N
18
Thinking about the United Kingdom general election in 2015, please indicate whether you would prefer the resulting government to be a Coalition
government or a Single party government. General Publics

19. CAMERON AND MILIBAND ARE BOTH EQUALLY TRUSTED BY THE
UK GENERAL PUBLIC, BUT BOTH ARE 10 POINTS OFF BORIS
JOHNSON‟S LEAD
TRUST IN POLITICAL PARTIES VS. THEIR LEADERS
POLITICAL PARTY
PARTY LEADERS
43%
41%
37%
33%
33%
31%
27%
29%
25%
23%
20%
22%
11%
JA
N
19
Please indicate how much you trust the following political parties 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: 6-9] General Publics

20. IMMIGRATION AND THE COST OF LIVING SEEN AS MOST LIKELY
TO IMPACT ON TRUST IN GOVERNMENT OVER 2014
THINGS LIKELY TO IMPACT ON TRUST IN GOVERNMENT IN 2014
Immigration
50%
The cost of living debate
41%
Pay rises for MPs
38%
Levels of unemployment
32%
The continuation of „austerity‟
27%
Business not paying expected…
17%
Whistleblowers exposing issues
10%
Economic developments in Europe
10%
Political developments in Europe
10%
Data privacy
7%
Which of the following, if any, do you think will impact on trust in government in general in 2014? General Publics
20
JA
N

21. BUSINESS, NOT GOVERNMENT, SEEN AS RESPONSIBLE FOR CURRENT
ECONOMIC GROWTH; FEW THINK THEIR STANDARD OF LIVING WILL
IMPROVE IN 2014
IS BUSINESS OR GOVERNMENT RESPONSIBLE FOR CURRENT ECONOMIC GROWTH
IN THE UK?
But there is a lack of optimism
about standards of living in 2014…
23%
My standard of
living will stay
the same
DON‟T KNOW
52%
25%
GOVERNMENT
BUSINESS
46%
My standard of
living will get
worse
My standard of
living will get
better
Don‟t know/
refused
36%
12%
7%
JA
N
21
Thinking about the recent news that the UK economy is set to grow the fastest in Europe in 2014, please indicate whether you believe Business in general or
Government in general is responsible for this.; Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and
necessities will get better, get worse or stay the same over the course of 2014? General Publics

22. MORE THAN HALF OF THE PUBLIC WANTS SCOTLAND TO STAY
PART OF THE UK; CONFLICT OVER WHETHER THE UK SHOULD
STAY IN THE EU
VIEWS ON THE REFERENDUM FOR SCOTTISH INDEPENDENCE AND UK
MEMBERSHIP OF THE EUROPEAN UNION
What do you THINK
Scotland will vote for
What do you WANT
Scotland to vote for
Little difference between those that
want the UK to be part of the EU and
those that do not
The UK to not be a
part of the
European Union
53%
43%
46%
34%
21%
The UK to remain
part of the
European Union
25%
22%
1% 1%
Other / Don‟t know
40%
14%
JA
N
22
Thinking about the referendum on Scottish independence in 2014, please indicate whether you THINK Scotland will vote to remain part of the United
Kingdom or Scotland will vote for independence.; Thinking about the referendum on Scottish independence in 2014, please indicate whether you WANT
Scotland to be independent or Scotland to remain part of the United Kingdom. General Publics

23. FIVE| Trust in Business

24. WHY DOES TRUST MATTER?
THE EFFECTS THAT BEING TRUSTED OR DISTRUSTED WILL HAVE ON A COMPANY‟S
BOTTOM LINE
53%
DISTRUSTED TRUSTED COMPANIES
COMPANIES
63%
CHOSE TO BUY PRODUCTS/SERVICES
REFUSED TO BUY PRODUCTS/SERVICES
51%
56%
CRITICIZED THEM TO A FRIEND/COLLEAGUE
RECOMMENDED THEM TO A FRIEND/COLLEAGUE
36%
PAID MORE FOR PRODUCTS/SERVICES
30%
32%
SHARED NEGATIVE OPINIONS ONLINE
SHARED POSITIVE OPINIONS ONLINE
6%10%
SOLD SHARES
24
BOUGHT SHARES
Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each
action.; Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer
yes or no to each action. General Publics
JA
N

25. CPG, CONSUMER ELECTRONICS MANUFACTURING AND TECHNOLOGY POST
LARGE GAINS; ENERGY DROPS 6 POINTS TO BECOME LEAST TRUSTED
INDUSTRY
TRUST IN INDUSTRIES, 2013 VS. 2014 - U.K.
2013
2013 vs.
2014
2014
TECHNOLOGY
72%
79%
77%
66%
BREWING AND…
62%
FOOD AND…
66%
CONSUMER…
57%
ENTERTAINME…
60%
AUTOMOTIVE
65%
CONSUMER…
56%
TELECOMMUN…
55%
PHARMACEUT…
71%
+9
FOOD AND…
70%
+4
CONSUMER…
69%
+12
69%
+9
ENTERTAINMENT
AUTOMOTIVE
64%
64%
+7
59%
FINANCIAL…
49%
+3
+2
44%
+10
43%
+7
34%
MEDIA
MEDIA
+8
62%
TELECOMMUNICA…
CHEMICALS
FINANCIAL…
-1
CONSUMER…
PHARMACEUTICALS
47%
+11
BREWING AND…
56%
CHEMICALS
+7
TECHNOLOGY
36%
BANKS
BANKS
ENERGY
25
29%
32%
+3
ENERGY
32%
-6
38%
Q43-60. [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
OC
T

26. OF THOSE WHO REPORTED INCREASED TRUST IN FINANCIAL SERVICES, NEARLY TWOTHIRDS SAY THE INCREASE IS DUE TO BETTER REGULATIONS AND GOVERNMENT
ENFORCING REGULATION
WHY IS TRUST IN FINANCIAL SERVICES UP IN THE UK?
Better government
regulations
62%
Government enforcing
regulation
61%
The industry has taken on a
new role
55%
Improved ethic in the industry
54%
A change in the corporate
culture
51%
JA
N
26
Using a five-point scale where 1 means “not had an impact at all” and 5 means “had a very large impact”, how much of an impact have each of the following
had on decreasing your trust in the financial services industry over the last year? [Top 2 box: 4-5] General Publics

27. UK PUBLIC TRUSTS WESTERN EUROPEAN COUNTRIES THE
MOST, BRIC COUNTRIES THE LEAST
U.K. TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
78%
77%
73%
TRUSTED
73%
72%
70%
67%
57%
54%
47%
43%
40%
32%
31%
29%
28%
21%
OC
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27
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global
companies headquartered in the following countries to do what is right. 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

28. ACADEMIC OR EXPERT DROPS 7 POINTS BUT STILL REMAINS
MOST TRUSTED SPOKESPERSON; NGO REPRESENTATIVE UP 7
POINTS
CREDIBILITY OF SPOKESPEOPLE - U.K.
2013
ACADEMIC OR
EXPERT
62%
FINANCIAL OR
INDUSTRY…
54%
NGO
REPRESENT…
50%
A PERSON
LIKE…
58%
REGULAR
EMPLOYEE
55%
GOVERNMENT
OFFICIAL OR…
39%
ENTREPRENE
UR
BLOGGER
49%
34%
23%
ACADEMIC
OR EXPERT
67%
TECHNICAL
EXPERT IN…
64%
FINANCIAL
OR…
60%
NGO
REPRESEN…
57%
A PERSON
LIKE…
55%
REGULAR
EMPLOYEE
52%
GOVERNMEN
T OFFICIAL…
36%
CEO
BOARD OF
DIRECTORS
2014
74%
TECHNICAL
EXPERT IN…
2013 vs.
2014
41%
CEO
39%
-7
+2
+6
+7
-3
-3
+5
0
ENTREPREN
EUR
37%
-12
BOARD OF
DIRECTORS
36%
+2
BLOGGER
20%
-3 OC
T
28
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person,
how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed
Publics

29. HIGH SALARIES AND FAILURE TO PAY EXPECTED TAXES ARE THE
ISSUES THOUGHT MOST LIKELY TO IMPACT ON TRUST IN
BUSINESS IN 2014
THINGS LIKELY TO IMPACT ON TRUST IN BUSINESS IN 2014
Salaries of senior staff perceived to be too
high
75%
Failing to pay expected levels of tax
69%
Failing to keep consumers‟ data private
69%
Whistleblowers exposing issues
59%
Poor treatment of staff
58%
53%
Levels of profit coming under fire
Issues with supply chain
36%
JA
N
29
How much of an impact do you think each of the following factors will have on trust in business in general over the course of 2014? Please use a five-point
scale, where 5 means “will have a great impact” and 1 means “will not have an impact at all”. [Top 2 box: 4-5] General Publics

30. SIX | How to Build Trust
30

31. ENGAGEMENT AND INTEGRITY ARE KEY TO BUILDING
TRUST
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS U.K.
LISTENS TO CUSTOMERS
ENGAGEMENT
IMPORTANC
PERFORMAN
E
CE
CUSTOMERS BEFORE PROFITS
INTEGRITY
PRODUCTS &
SERVICES
PURPOSE
OPERATIONS
61%
25%
59%
22%
LOOKS AFTER EMPLOYEES
58%
24%
TRANSPARENT & OPEN
ACTS RESPONSIBLY IN CRISIS
56%
21%
21%
HIGH QUALITY PRODUCTS
55%
54%
25%
IS ETHICAL
COMMUNICATES OFTEN
19%
PROTECTS ENVIRONMENT
52%
19%
19%
POSITIVELY IMPACTS COMMUNITY
ADDRESSES SOCIETY'S NEEDS
TOP GLOBAL COMPANY
16%
15%
19%
-37
-34
-35
-34
-29
-33
-31
-24
-23
40%
-22
33%
22%
16%
-36
40%
18%
ADMIRED TOP LEADERSHIP
CONSISTENT FINANCIAL RETURNS
43%
17%
INNOVATOR
PARTNERS WITH THIRD PARTIES
50%
Ga
p
30%
29%
29%
-11
-14
-13
-14
27%
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is
31 “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important)
Informed Publics; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale
where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed
-8
OC
T

33. APPENDIX
33

35. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples;
Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord
Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden:
REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler