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GLOBAL

EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST

                 ONLINE SURVEY                                    INFORMED
                 IN 26 COUNTRIES                                  PUBLICS

        • 31,000+ respondents                             • 500 respondents in U.S. and
                                                            China & 200 in other
        • 5 years in 20+ markets                            countries
        • 8 years in 10+ markets                          • Ages 25-64
                                                          • College-educated
                 GENERAL
                 POPULATION                               • In top 25% of household
                                                            income per age group in
        • 1000 respondents per                              each country
          country surveyed
                                                          • Report significant media
        • Ages 18+                                          consumption and
        • 2 years of data                                   engagement in business
                                                            news and public policy
                                                          • 13 years of data
       MARKET COMPARISONS
       Developed: US, UK, France, Germany and Japan
       Emerged: Brazil, Mexico, Russia, India and China
 2
EDELMAN TRUST BAROMETER IN RETROSPECT

    2013   CRISIS OF LEADERSHIP

    2012   THE FALL OF GOVERNMENT
    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
TRUST 2013

    THE STATE OF TRUST


         FINANCIAL AND BANKING INDUSTRY DEEP DIVE


                    CRISIS OF LEADERSHIP


                                THE PATH FORWARD




4
STATE OF TRUST
EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012,
              SHIFT BACK TO NEUTRAL IN 2013

                                  2011                                                           2012                                                    2013        Big Changes
                                                                                                                                                                      from 2008
                      GLOBAL                          55                           GLOBAL                           51                           GLOBAL         57
                     Brazil                            80                          China                             76                          China          80
                                                                                                                                                                     Germany   +19
                                                                                   UAE                               68                          Singapore      76
                     UAE                               78                                                                                                            China     +18
                                                                                   Singapore                         67                          India          71   Canada    +14
 TRUSTERS




                     Indonesia                         74
                                                                                   India                             65                          Mexico         68   India     +11
                     China                             73
                                                                                   Indonesia                         63                          Hong Kong      67
                     Netherlands                       73                                                                                        UAE            66
                                                                                   Mexico                            63
                     Mexico                            69                          Netherlands                       61                          Malaysia       64
                     Singapore                         67                          Hong Kong                         61                          Canada         62
                     Argentina                         62                          Canada                            58                          Indonesia      62   Big Changes
                     India                             56                          Malaysia                          57                          U.S.           59    from 2012
                     Italy                             56                          Italy                             56                          Netherlands    59
                                                                                   Argentina                         54                          Brazil         55   Germany +16
                     Canada                            55
                                                                                                                                                 Germany        55
NEUTRAL




                     South Korea                       53                          Australia                         53                                              France  +14
                                                                                   Brazil                                                        France         54   UK      +12
                     Sweden                            52                                                            51
                                                                                                                                                 Sweden         54   US      +10
                                                                                   Sweden                            49
                     Japan                             51                                                                                        UK             53
                                                                                   U.S.                              49
                     Australia                         51                                                                                        Italy          51
                                                                                   South Korea                       44
                     Spain                             51                                                                                        Australia      50
                                                                                   Poland                            44
                     France                            50                                                                                        Poland         48
                                                                                   U.K.                              41
                                                                                                                                                 S. Korea       47
DISTRUSTERS




                     Poland                            49                          Ireland                           41                          Ireland        46
                     Germany                           44                          France                            40                          Argentina      45
                     U.S.                              42                          Germany                           39                          Spain          42
                     U.K.                              40                          Spain                             37                          Turkey         42
                     Russia                            40                          Japan                             34                          Japan          41
                     Ireland                           39                          Russia                            32                          Russia         36
              6
                  Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS

                                             2013
                                             GENERAL PUBLIC
                                                                                                                                                                    2013
                                                                                                                                                                    INFORMED PUBLIC

                          GLOBAL                           48                                                                                     GLOBAL                           57
                          China                            70                                                                                      China                           80
                          India                            64                                   General                                            Singapore                       76
        TRUSTERS




                          UAE                              63                                  Population                                          India                           71
                          Singapore                        63                                                                                      Mexico                          68
                                                                                             9 points lower                                        Hong Kong                       67
                          Indonesia                        61
                          Malaysia                         61                                than Informed                                         UAE                             66
                          Mexico                           59                                    Publics                                           Malaysia                        64
                          Hong Kong                        54                                                                                      Canada                          62
       NEUTRAL




                          Canada                           52                                                                                      Indonesia                       62
                          Brazil                           51                                                                                      U.S.                            59
                          Netherlands                      50                                                                                      Netherlands                     59
                          Argentina                        48                                                                                      Brazil                          55
                          U.S.                             45                                                                                      Germany                         55
                          Germany                          44                                                                                      France                          54
                          UK                               43                                                                                      Sweden                          54
                          S. Korea                         43                     Largest Differences between                                      UK                              53
                                                                                  General & Informed Publics                                       Italy                           51
        DISTRUSTERS




                          Turkey                           43
                          France                           41                                                                                      Australia                       50
                          Italy                            40                       Poland, US, Sweden: - 14 points                                Poland                          48
                          Sweden                           40                                                                                      S. Korea                        47
                          Australia                        39                       Singapore, Ireland, Hong Kong,                                 Ireland                         46
                          Spain                            37                             France: - 13 points                                      Argentina                       45
                          Japan                            35                                                                                      Spain                           42
                          Poland                           34                                                                                      Turkey                          42
                          Ireland                          33                                                                                      Japan                           41
                          Russia                           30                                                                                      Russia                          36
7
    Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS

    TRUST A GREAT DEAL
                                                                                                                                           Trust Total: 58%
                                                                                                          Trust Total: 53%
                                                                  Trust Total: 48%
                               Trust Total: 43%



     GOVERNMENT                                12%                        16%                                         14%                        17%            BUSINESS
                                            2012                        2013                                        2012                        2013

                                                                                                                                          Trust Total: 63%
                                                                 Trust Total: 57%                         Trust Total: 58%
                                Trust Total: 52%




                                                                                                                      19%                        22%
                                                                          17%
                       MEDIA                   15%
                                                                                                                                                                NGOS
                                              2012                      2013                                       2012                        2013


       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 ages 25-64
8      in 20-country global total
MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;
 GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007
 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64

               NGOs                         Media                        Business                          Government
80%
                      2007                                                                                                                                                                     2013
                12 point gap                                                                                                                                                            10 point gap between
             between business &                                                                                                                                                              business &
70%           government trust                                                                                                                                                            government trust


                                                                                                                                                                                             61%
60%                                                                                                                                      59%
                                                                                                           57%
                                                                              54%                                                                                      54%                       56%
                                                 53%                                                                                      53%
                    52%                                                                                 53%                                                                                      55%
               52%                                                             49%
50%                                          51%                                                                                    49%                              47%
                                                                                                            46%
                                                 48%                     46%                                                                                              47%                    46%
             44%                                                                                                                         46%
                                                                                                            45%
                                                                              44%
40%                                              43%
                                                                                                                                                                                            Back to
                    40%
                                                                                                                                                                        38%                2011 highs

30%




20%
                   2007                         2008                          2009                         2010                         2011                          2012                   2013


      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 18-country global total (excludes
9     Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)
BUSINESS TRUSTED MORE THAN GOVERNMENT IN
      16 OF 26 MARKETS SURVEYED
      TRUST IN BUSINESS VS. GOVERNMENT
                                                                                                                                                                                 Trust in Government
                                                                                                                                                                             62% of markets surveyed have
      Business
                                                                                                                                                                                trust score below 50%
      Government
                                                                                                                                                                                   Trust in Business
                                                                                                                                                                             35% of markets surveyed have
                   GAP BETWEEN BUSINESS & GOVERNMENT GROWING                                                                                                                    trust score below 50%
                           Globally, largest gap since 2007*
           82%                                     81%                                                                                                                              82%                        81%

                                                                                                                                                                               77%
                                   74%                                                                                                                                                                    73% 74%

                 64%                                                                                                                   63%                                                           65% 65%
                                                                                                      62%                                                         62% 63%
59%                                                                                                                                       60%                  61%   60%
                                                       57%
                                            56%                      56%                                    56%                              58% 58%                                             58%
                                                                            52%                          53%
      50%
                         49%           47%                                                                        47% 47% 48%                          48%48%                               49%
                                                           44%                       44%                                                                                                 44%                         44%
             41%                                                                                                             43%
                                                                                              40%                       40%
                                                                        35%
                     33%                                                        32%      32%                                                                                                                        31%
                                               30%                                               29%


                              19%                              20%




            Q11-14. [Business in General and 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
            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 26-country
      10    global total and across 26 countries
TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP
     TRUST BUSINESS OVER                                                                                                   RUSSIA
        GOVERNMENT                                                                         IRELAND                       +11 POINTS
                                                                                          +12 POINTS
     TRUST GOVERNMENT
       OVER BUSINESS                                                                                   POLAND
                                                                                                      +26 POINTS
                                                                               SPAIN
                                                                             +24 POINTS
                                                                                                                                     ITALY
                                                               BRAZIL                                                             +21 POINTS
                                                             +31 POINTS
            MEXICO
           +41 POINTS                                                                                                           SOUTH KOREA
                                                                                                                                 +13 POINTS

                                                                                                                                                                        JAPAN
                                                                                                                                                                      +20 POINTS
                                                                                                              INDONESIA
                                                                                                              +27 POINTS

                                                             ARGENTINA
                                                             +30 POINTS



      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
11    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 Mexico, Brazil, Argentina, Spain, Ireland,
      Russia, Poland, Italy, South Korea, India, Japan and Indonesia
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,
      INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
      REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST
      (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)


                                REASONS FOR TRUSTING                                                                                            REASONS FOR TRUSTING
                                    BUSINESS LESS                                                                                                 GOVERNMENT LESS

              CORRUPTION OR FRAUD                                          27%                                                    CORRUPTION OR FRAUD                                           33%
                                                                                            50%                                                                                                       50%
WRONG INCENTIVES DRIVING BUSINESS
           DECISIONS
                                                                        23%                                  WRONG INCENTIVES DRIVING POLICIES                                            17%



POOR PERFORMANCE/ INCOMPETENCE                                     16%                                      POOR PERFORMANCE/ INCOMPETENCE                                                      31%



                TRANSPARENCY ISSUES                                16%                                                             TRANSPARENCY ISSUES                            11%



   LACK OF REGULATION OR CONTROL                                   16%                                            LACK OF REGULATION OR CONTROL                               6%




           Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS
      12   LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN
       LEAST TRUSTED
       TRUST IN INDUSTRIES
                                                                                                                                                                                         Technology #1 in all

                             2012                                                                                             2013
                                                                                                                                                                                         markets surveyed*



        Technology                                                           79%                   Technology                                                        77%

        Automotive                                                   66%                            Automotive                                                   69%

 Food and beverage                                                  64%                 Food and beverage                                                      66%

Consumer packaged                                                                     Consumer packaged
     goods                                                         62%                                                                                        65%
                                                                                           goods

Telecommunications                                               60%                  Telecommunications                                                     62%

 Brewing and spirits                                             59%                     Brewing and spirits                                                 62%
                                                                                                                                                                         2013: Top 3 in Developed Markets
   Pharmaceuticals                                             56%                                        Energy                                           59%
                                                                                                                                                                         #1 Technology
             Energy                                          53%                            Pharmaceuticals                                               58%            #2 Automotive
                                                                                                                                                                         #2 Brewing & Spirits
               Media                                        51%                                            Media                                        53%
                                                                                                                                                                         2013: Top 3 in Emerging Markets
              Banks                                      47%                                               Banks                                      50%
                                                                                                                                                                         #1 Technology
                                                                                                                                                                         #2 Automotive
  Financial services                                    45%                               Financial services                                          50%
                                                                                                                                                                         #3 Consumer Packaged Goods
                                                                                                                                                                         #3 Energy

            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 ages 25-64 in 20 -country global total (excludes
       13   Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –
EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES




 76% 75% 74% 74%
                                           70% 68% 68%
                                                                               65%
                                                                                           61%

                                                                                                      50% 48%
                                                                                                              46%
                                                                                                                                          41%
                                                                                                                                                      36% 35% 34%
                                                                                                                                                                                   31%




     Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
14   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 Ages 25-64 in 26-country global total
DEVELOPED COUNTRY HQS ARE GLOBALLY ACCEPTED, WHILE EMERGING
HQS HAVE HIGH TRUST DISCOUNT IN DEVELOPED MARKETS
DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES




                                                                                                                                                Developed
       Global trust in companies headquartered in Germany,                                                                                      Emerging
     Sweden, Canada and China has remained stable since 2008*


             82%                                                                    80%
                                                 78%
                                                                        74%
 69%                                 72%

                                                                                                                       58%                                                                60%

                                                                                                                                                          50%

                                                                                                                                                                                    36%
                                                                                                                                              29%
                                                                                                           19%




Germany HQs                        Sweden HQs                         Canada HQs                            China HQs                          India HQs                            Brazil HQs




       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
15     “trust them a great deal”. (Top 4 Box – Trust) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)
       *2008 data used includes Informed Publics ages 35-64 only in 18-country global total
CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;
WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES
TRUST IN DIFFERENT TYPES OF BUSINESSES


              SMALL BUSINESSES
              BIG BUSINESSES

                                                                                                                                                                       89%
                                                                                                  86%
                                                                            79%                                                  78%
                                     76%
                                                                                                                                                                                                  73%
      70%                                                          70%
                                                                                                                                                               65%
                 62%

                                               53%                                                        55%                                                                               55%
                                                                                                                                         48%




      GLOBAL                      DEVELOPED                      EMERGING                              US                             UK                         CHINA                       UAE




     Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
16   ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China,
     UAE
NGOS REMAIN MOST TRUSTED INSTITUTION;
        FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION
        TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)

                                                                                                                                              2008 67% of markets surveyed
                                                                                                                                              have a trust score above 50%                                       2012
                                2008 China:
                                   48%                                                                                                        2013 88% of markets surveyed                                       2013
              83%    81%
                                                                                                                                              have a trust score above 50%
            78%   79%
                             76%      76%
                                              75% 73%                                               75%                              74%
                                  70%                           70% 69%        69% 67%
                          68%                      66%                            66% 67% 66%            66%
                                                                            67%
                                                                                                                   64% 65%
      63%                                 64%                                                                            64% 63%          63%     62%       61%
                                                                  60%                                                                                                   59%
 58%                                                       58%                                                                                                    59%
                                                                                                                                              55%                         57%        56%  55%
                                                                                                                             53%                      54%
                                                                                                                                                                                       51%   53%
                                                                                                             48%                                              49%                                    51%
50%                                                                                                                                                                                                        46%
                                                                                                                                                                                                          41%     40%
                                                                                                                                                                                                                        37%

                                                                                                                                                                                                                      30%
                                                                                                                                                                                                                28%




                                                                                                                                                                               N/A




                  Q11-14. [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 25-64 in 20 country global total (excludes Argentina,
                  Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
        17
STEADY GROWTH IN TRUST IN MEDIA OVER TIME;
      RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS
      TRUST IN MEDIA


                                                                              2008 50% of markets surveyed have a                                                                                     2012
                                                                              trust score 50% or above
                                                                                                                                                                                                      2013
                                                                              2013 62% of markets surveyed have a
             81%                                                              trust score 50% or above
           79%   79% 80%
                         77%

                 70%                70%
                                  65%     68% 66%
                                       65%        65% 66%
                                             61%          61%                  61% 60% 61%         61%
     57%                                                                                         59% 57%                              57%
                                                                           54%                                     54%
  52%
                                                                                                                          51%     50%
50%                                                                                                                                       50% 49%           47% 47%
                                                                                                                                                                   49%                  48%
                                                                                    47%                                                                                47%
                                                                                                                     45%     46%            45%                                     45%     45% 43% 43%
                                                                  42%                                        41%                                                                                      42%
                                                                                                                                                      37%      38%                                         38%
                                                                                                                                                                               35%            36%
                                                                                                                                                                                                        33%

                                                                                                                                                                                                                 26%




                                                                                                                                                                                                             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, Turkey and UAE) and across 26 countries
      18
MAINSTREAM MEDIA REIGNS IN DEVELOPED MARKETS,
EQUIVALENCE AMONG SOURCES IN EMERGING MARKETS
YOUTH TRUSTS, OLDER GENERATIONS DISTRUST NON-TRADITIONAL MEDIA


          Global                   Developed                      Emerging
                                                                     71%
                          65%
       58%                                        58%                                                           56%                                        58%
                51%                                                                                                                                                                             52%
                                                           47%
                                                                                             43%                                        41%                                        40%
                                                                                                      32%                                                                                 30%
                                                                                                                                                  26%




     TRADITIONAL MEDIA                          ONLINE SEARCH                                HYBRID MEDIA                                SOCIAL MEDIA                               OWNED MEDIA
                                                   ENGINES

      GLOBAL AGE BREAKDOWN
        18-29              30-44              45-64               65+


             61%                                 61% 60%
      59%            56% 54%                             56%
                                                                         49%             49%       48%                                47% 45%                                  44% 43%
                                                                                                           40%                                                                             37%
                                                                                                                                                      37%
                                                                                                                  29%                                        29%                              31%




     TRADITIONAL MEDIA                          ONLINE SEARCH                                HYBRID MEDIA                               SOCIAL MEDIA                               OWNED MEDIA
                                                   ENGINES
      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 in 26-country global total, Developed vs. Emerging
19    Markets; Age breakdown for general population in 26-country global total
SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES



                                                                               12%                          4% ONCE (1)
                                                  TEN OR MORE TIMES (10+)
                                                                                                                                       14% TWICE (2)
                                                                  6%
                                      SIX TO NINE TIMES (6-9)




                                                                                                                                                       35% THREE TIMES (3)
                                                   29%
                       FOUR OR FIVE TIMES (4-5)




                                                                                                                                      64%                    THREE TO FIVE TIMES




      Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
 20   exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-
      country global total (excludes Don’t Know Responses)
BANKING AND FINANCIAL SERVICES
DEEP DIVE
SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW
       BELOW 50% TRUST LEVEL
       INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011


 2008
 2013                                                                                                                        US Trust in Banking Industry has doubled
                                                                                                                             over past two years, from 25% (2011) to
             + 11                                                                                                           50% (2013) among Informed Publics 25-64.
                   83% 83%
                              80%

             72%                        71%                                 -13                     -20
                                                                                              69%
                                                                      67%                                                   -19
                                                                                                                      63%
       -11                        61%
                                               59%
                                                     60%
                                                                 59%                                                                                                    -25
 56%                                                                        54%                                                                                      56%
                                                                                                          53%
                                                                                  52%                                                   -13
50%                                                        49%                          49%         49%                           51%
                                                                                                                                                                                           47%
                                                                                                                                                                                                 -25     -26
        45%                                                                                                     47%
                                                                                                                            44%                                                     -19                45%
                                                                                                                                        38%
                                                                                                                                                                               42%                               -24
                                                                                                                                              35%                                                              35%
                                                                                                                                                 32%          31%        31%
                                                                                                                                                       26%
                                                                                                                                                                                     23%         22%
                                                                                                                                                                                                         19%

                                                                                                                                                                                                                     11%




  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 ages 35-64 in 18-country global total and across 18 markets
        22
BANKS PERFORMANCE REPORT CARD                                                                                                                       50%+ = 
                                                                                                                                             SCORING 40-49% = O
   RELATIONSHIP BETWEEN TRUST AND PERFORMANCE                                                                                                  KEY
                                                                                                                                                       <40% = X


  Rating of Banks’ Performance in each of                                                       Developed                   Emerging                   US              UK            Canada              Australia   China
   the following (Total Excellent/Good)


Lending to small businesses                                                                             X                          O                   X               X                  O                 X         
Providing home mortgage loans                                                                           X                          O                   X               X                                   O         
Offering reasonable credit cards                                                                        X                          O                   X               X                  O                 X         
Trading and investing in government debt                                                                X                          O                   X               X                  X                 X         
 Ensuring the privacy & security of
customers' personal information                                                                         O                                                            X                                            
 Overseeing initial public offerings for
companies                                                                                               X                          X                   X               X                  X                 X         O

Trust in Banking Industry                                                                            42%                        69%                 50%             29%                 59%               40%        80%


   23 Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions?
      Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China
TRUST DEFICIT IN BANKS LINKED TO CULTURE
 WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS?
 (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR –                                                                                                              56% GLOBALLY)
                 LACK OF REGULATION
                                                                                                                                                          CORPORATE CULTURE DRIVEN BY
                                                                                                                                                          COMPENSATION/BONUSES
                                                                                  20%                                            23%


                                                                                                                                                                                  59% of causes of scandals
                                                                    13%                                                                                                            are internal and within
BANKS ARE TOO LARGE                                                                                                                                                                   business’ control

                                                                               6%                                                   25%
CHANGES IN THE ECONOMY                                                                        11%
                                                                                                                                                            CORPORATE
                                                                                                                                                            CORRUPTION


                                                                                                                              CONFLICTS OF INTEREST


         Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR
    24   WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial
         services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global
         total
GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS
              ARE COMMON ACROSS ALL BUSINESS




         “Make no mistake, for UBS traders the manipulation
                  of Libor was about getting rich,”
            “As one broker told a UBS derivatives trader: ‘Mate
            yur getting bloody good at this libor game ...think of
              me when yur on yur yacht in monaco won’t yu’”



     Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited
25   are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country
     global total and across 26 countries
CRISIS OF LEADERSHIP
TRUSTED SOURCES ARE EXPERTS AND PEERS
   CREDIBLE SPOKESPEOPLE


                                           2012                                                                                                         2013
             Academic or expert                                                               68%          Academic or expert                                                              69%


Technical expert in the company                                                             66%        Technical expert in the
                                                                                                                                                                                          67%
                                                                                                             company


          A person like yourself                                                            65%          A person like yourself                                                          61%


              Regular employee                                                    50%                      Financial or industry
                                                                                                                                                                                   51%
                                                                                                                 analyst

             NGO representative                                                   50%                      NGO representative                                                      51%


    Financial or industry analyst                                              46%
                                                                                                             Regular employee                                                      50%


                                    CEO                                   38%
                                                                                                                                  CEO                                      43%


Government official or regulator                                    29%                                 Government official or
                                                                                                                                                                       36%
                                                                                                             regulator



         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
   27    ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)
TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER
CREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64


        An academic or expert on company issues                                                          CEO
        A person like yourself                                                                           Government official/regulator
        Regular employee

80%

                                                                                                                         69%                                                              68%
70%                                                                                                                                                           67%
                                                                                        63%                                                          65%
                  58%                                  59%
60%                                                                                                                                                                                         60%

                                                                                                                     49%                                     50%
50%                                                                                                                                                                                             49%
                                                  47%                                  44%                              43%

40%             39%                                                                38%
                                                                                                                         42%                                                                 40%
              36%                                                                  32%
                                                       30%
              32%                                                                                                           35%                                                                  33%
30%                                                        29%                                                                                                 33%
                                                                                         31%

                                                       27%                                                                                                   26%
20%


10%
                   2008                              2009                             2010                              2011                              2012                            2013


      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 ages 35-64 in 18 -
28    country global total
MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS
         BELOW 50% IN THEIR CREDIBILITY RATING
         2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS

             CEO Credibility
             Government official or                                                                                                                          Business leaders trusted less than
             regulator Credibility                                                                                                                               50% in 16 of 26 markets

                                                                                                                                                              Government leaders trusted less
                                                                                                                                                               than 50% in 21 of 26 markets

                                        73%
                70%

                                                                                 62%
                                                                                                                                                                                                                    60%

                       55%                  54%                                       54% 55%                                                             56% 55%                      56%
50%      52%                                            52%                                                                                                                      54%
                                 52%
                                                                                              48%                                                                                                                  48%
                                                                                                                                                                                                       47%
 45%                                                                                                                              43%                                                                         45%
                                                41%                                               42%                                41%                                                           40%
       38%                                                                                                                39%                                           37% 36%
                    36%                                                   36%                                    37%         36%                                     37%
                                                            35%                                       35%                                                                                                    35%
                                     32%                       34%                                                                                                        34%
                                                                                                                       31%                                                                       32%
                                                                                                                                          27% 28% 27%
                                                     23%                      25%                                                            25%                                           26%
                            22%                                      22%                                  22%
             18%
                                                                                                              15%




               Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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,
        29     Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:


     BUSINESS LEADERS



                   26%
                                                         20%                                   19%                                  18%



      SOLVE SOCIAL OR SOCIETAL                CORRECT ISSUES WITHIN               MAKE ETHICAL AND MORAL                 TELL YOU THE TRUTH,
               ISSUES                          INDUSTRIES THAT ARE                       DECISIONS                   REGARDLESS OF HOW COMPLEX
                                             EXPERIENCING PROBLEMS                                                       OR UNPOPULAR IT IS


     GOVERNMENT LEADERS




                 15%                                     15%                                    14%                                  13%


     SOLVE SOCIAL OR SOCIETAL                CORRECT ISSUES WITHIN                 MAKE ETHICAL AND MORAL                   TELL YOU THE TRUTH,
              ISSUES                          INDUSTRIES THAT ARE                         DECISIONS                     REGARDLESS OF HOW COMPLEX
                                            EXPERIENCING PROBLEMS                                                           OR UNPOPULAR IT IS


     Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
30
     population across 26-country global total
LEADERSHIP TRUST GAP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP


                           Trust in Business
                                                                                                                                            Trust in Government
                           Trust Business Leaders to tell the Truth
                                                                                                                                            Trust Government Leaders to tell the truth
                                                                 50%
     Global
                                    18%        -32                                                                                                                                  41%
                                                                                                                                Global
                                                                                                                                                            13%             -28

                                                                                67%
     China
                                                32%          -35                                                                                                                                       71%
                                                                                                                                 China
                                                                                                                                                                      24%                   -47

                                                                                 68%
      India
                                                  34%            -34                                                                                                                             55%
                                                                                                                                   India
                                                                                                                                                                  20%            -35

                                                                 50%
         US                                                                                                                                                                       38%
                                 15%            -35                                                                                   US
                                                                                                                                                         10%           -28

                                                          42%
 Germany                                                                                                                                                                          38%
                               13%        -29                                                                               Germany
                                                                                                                                                      6%              -32

                                                     37%
     France                                                                                                                                                                  33%
                             10%           -27                                                                                  France
                                                                                                                                                        8%            -25


31     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 9-point scale where one means that you 'do not trust
       them at all' and nine means that you 'trust them a great deal'. Q130-143. 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? General Population
TRUST BUILDING
16 ATTRIBUTES TO BUILDING TRUST
                                ENGAGEMENT
                                  LISTENS TO CUSTOMER NEEDS AND FEEDBACK

                                  TREATS EMPLOYEES WELL
                                  PLACES CUSTOMERS AHEAD OF PROFITS

                                  COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
Edelman Trust Barometer         INTEGRITY
research reveals 16 SPECIFIC       HAS ETHICAL BUSINESS PRACTICES

ATTRIBUTES which build trust.      TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS

                                   HAS TRANSPARENT AND OPEN BUSINESS PRACTICES


These can be grouped into       PRODUCTS & SERVICES
                                     OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
                                     IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance.                     PURPOSE
                                     WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

                                     ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS

                                     CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY

                                     PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS

                                OPERATIONS
                                     HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

                                     RANKS ON A GLOBAL LIST OF TOP COMPANIES

   33                                DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED
   INTO 5 DISTINCT CLUSTERS


          Edelman Trust Barometer’s                                                            Edelman Trust Barometer’s
            2008 TRUST DRIVERS*                                                           2013 TRUST PERFORMANCE CLUSTERS

                                                                                              ENGAGEMENT (59%)

                                                                                                INTEGRITY (58%)
                      Reputation as a place to work (81%)
OPERATIONS
                      Financial performance (76%)                                          PRODUCTS & SERVICES (54%)
  (76%)
                      Respected CEO or leader (71%)
                                                                                                PURPOSE (47%)

                                                                                              OPERATIONS (39%)




   34
        *Data used includes Informed Publics ages 35-64 only in 18-country global total
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
       BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE
                                                                                                                                                                                                   Gap
                                                                                                     Importance                                                                              63%
                                                                                                                                                                                                   -22
                                      OFFERS HIGH QUALITY PRODUCTS OR SERVICES
                                                                                                     Performance                                             41%
                                                                                                                                                                                             62%   -32
                                       LISTENS TO CUSTOMER NEEDS AND FEEDBACK
                                                                                                                                            30%
                                                                TREATS EMPLOYEES WELL                                                                                                    61%       -37
                                                                                                                                     24%
                                               PLACES CUSTOMERS AHEAD OF PROFITS                                                                                                      59%          -36
                                                                                                                                  23%
                                                                                                                                                                                    58%            -33
                  TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
                                                                                                                                      25%
                                                     HAS ETHICAL BUSINESS PRACTICES                                                                                                 58%            -30
                                                                                                                                          28%
                                                                                                                                                                                   57%             -33
                                HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
                                                                                                                                     24%
   COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS                                                                                                           54%                 -31
                                                                                                                                   23%
                            WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT                                                                                                     53%                   -27
                                                                                                                                       26%
                           ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS                                                                                           49%                        -23
                                                                                                                                       26%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH                                                                                                 47%
                                                                                                                                  23%
                                                                                                                                                                                                   -24
                                                THE COMPANY OPERATES

                        IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS                                                                                       44%                               -11
                                                                                                                                                33%
                 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP                                                                                       41%                                   -15
                                                                                                                                       26%
                         DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS                                                                             38%
                                                                                                                                  22%                                                              -16
    RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO                                                                                  38%
                                 WORK FOR OR MOST ADMIRED COMPANIES                                                                       28%                                                      -10
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL                                                                                   37%
                                                              ISSUES                                                          19%                                                                  -18
            Q80-Q96. [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 “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
       35   26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. 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 26-country global total
INFLUENCER MESSAGE MAPPING

                                                                                                                                                        Passionate or
                       Who is Trusted MOST to provide you with                                                Company’s            Company’s                                                  Media
                                                                                                                                                           Activist             Academic
                        credible and honest information about:                                                  CEO                Employee                                                Spokesperson
                                                                                                                                                         Consumer

                    A company’s employee programs, benefits & working
                   conditions
                                                                                                                  21%                  63%                    16%                  13%        11%
ENGAGEMENT
                   How a company serves its customers and prioritizes
                   customer needs ahead of company profits
                                                                                                                  19%                   30%                  44%                   16%        15%

   INTEGRITY        A company’s situation in a time of crisis                                                     30%                  35%                    18%                  22%        23%

  PRODUCTS         A company’s innovation efforts and new product
                   development
                                                                                                                 31%                   31%                    27%                  25%        13%

                   How a company uses its resources and influence to
                   support the environment
                                                                                                                  21%                   26%                  34%                   27%        13%

  PURPOSE           How a company supports programs that positively
                   impact the local community
                                                                                                                  22%                   27%                  35%                   20%        23%
                    Partnerships with NGO’s and effort to address societal
                   issues
                                                                                                                 25%                    20%                  25%                   23%        15%
                    A company’s financial earnings & operational
                   performance
                                                                                                                 34%                    27%                   23%                  23%        12%

OPERATIONS          A company’s business practices, both positive & negative                                      23%                  36%                    29%                  21%        15%

                    Accomplishments about a company’s senior leadership                                          35%                   34%                    17%                  19%        19%


   36   Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which
        person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total
THE WAY WE WERE



     PYRAMID OF            CEO
      INFLUENCE
                        GOVERNMENT               “As the circle of those who decide is narrowed,
                          OFFICIALS             as the means of decision are centralized and the
                                                    consequences of decision become enormous,
                     BOARD OF DIRECTORS
                                                 the course of great events often rests upon the
                         ACADEMICS                             decisions of determinable circles.”

                     TECHNICAL EXPERTS                                     - C. Wright Mills, 1956
                        ELITE MEDIA


             G E N E R A L P O P U L AT I O N


                 VERTICAL FLOW &
             CONTROLLED INFORMATION



37
THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE


                             CEO
     PYRAMID OF           GOVERNMENT                          FROM 2000        TO 2013
                            OFFICIALS
     AUTHORITY
      (Vertical)       BOARD OF DIRECTORS
                                                               FEW            MANY

                           ACADEMICS                           DICTATE        CO-CREATE

                        TECHNICAL EXPERTS                      FIXED          FLEXIBLE

                           ELITE MEDIA
                                                               MONOLOGUE      DIALOGUE
                                                               CONTROL        EMPOWERMENT
               G E N E R A L P O P U L AT I O N
                           EMPLOYEES

                       ACTION CONSUMERS                      from LICENSE TO OPERATE
                                                                         to LICENSE TO LEAD
                           SOCIAL
                          ACTIVISTS


                                             PYRAMID OF
                                             COMMUNITY
                                              (Horizontal)
38
EMBRACE THE NEW MANDATE: INCLUSIVE MANAGEMENT
   ACTIVATE ACROSS MEDIA CLOVERLEAF, BASED IN GROUNDED LEADERSHIP

PYRAMID OF
AUTHORITY                     CEO                      “Grounded Leadership builds legitimacy in key constituent
 (Vertical)                                                groups and is based in personal dynamism, empathy,
                           GOVERNMENT
                             OFFICIALS                           authenticity, inspirational goals and courage.”

                        BOARD OF DIRECTORS                                                 -- Jeffrey Sonnenfeld

                            ACADEMICS

                         TECHNICAL EXPERTS

                            ELITE MEDIA


                G E N E R A L P O P U L AT I O N                            Traditional         Hybrid
                            EMPLOYEES
                                                                                     Search &
                        ACTION CONSUMERS                                             Content

                            SOCIAL
                           ACTIVISTS                                         Owned              Social



                                                   PYRAMID OF
                                                   COMMUNITY
                                                    (Horizontal)
Global Deck: 2013 Edelman Trust Barometer
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Global Deck: 2013 Edelman Trust Barometer

  • 1.
  • 2. GLOBAL EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST ONLINE SURVEY INFORMED IN 26 COUNTRIES PUBLICS • 31,000+ respondents • 500 respondents in U.S. and China & 200 in other • 5 years in 20+ markets countries • 8 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • In top 25% of household income per age group in • 1000 respondents per each country country surveyed • Report significant media • Ages 18+ consumption and • 2 years of data engagement in business news and public policy • 13 years of data MARKET COMPARISONS Developed: US, UK, France, Germany and Japan Emerged: Brazil, Mexico, Russia, India and China 2
  • 3. EDELMAN TRUST BAROMETER IN RETROSPECT 2013 CRISIS OF LEADERSHIP 2012 THE FALL OF GOVERNMENT 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
  • 4. TRUST 2013 THE STATE OF TRUST FINANCIAL AND BANKING INDUSTRY DEEP DIVE CRISIS OF LEADERSHIP THE PATH FORWARD 4
  • 6. EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55 NEUTRAL South Korea 53 Australia 53 France +14 Brazil France 54 UK +12 Sweden 52 51 Sweden 54 US +10 Sweden 49 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47 DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 6 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
  • 7. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 India 64 General Singapore 76 TRUSTERS UAE 63 Population India 71 Singapore 63 Mexico 68 9 points lower Hong Kong 67 Indonesia 61 Malaysia 61 than Informed UAE 66 Mexico 59 Publics Malaysia 64 Hong Kong 54 Canada 62 NEUTRAL Canada 52 Indonesia 62 Brazil 51 U.S. 59 Netherlands 50 Netherlands 59 Argentina 48 Brazil 55 U.S. 45 Germany 55 Germany 44 France 54 UK 43 Sweden 54 S. Korea 43 Largest Differences between UK 53 General & Informed Publics Italy 51 DISTRUSTERS Turkey 43 France 41 Australia 50 Italy 40 Poland, US, Sweden: - 14 points Poland 48 Sweden 40 S. Korea 47 Australia 39 Singapore, Ireland, Hong Kong, Ireland 46 Spain 37 France: - 13 points Argentina 45 Japan 35 Spain 42 Poland 34 Turkey 42 Ireland 33 Japan 41 Russia 30 Russia 36 7 Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries
  • 8. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS TRUST IN INSTITUTIONS TRUST A GREAT DEAL Trust Total: 58% Trust Total: 53% Trust Total: 48% Trust Total: 43% GOVERNMENT 12% 16% 14% 17% BUSINESS 2012 2013 2012 2013 Trust Total: 63% Trust Total: 57% Trust Total: 58% Trust Total: 52% 19% 22% 17% MEDIA 15% NGOS 2012 2013 2012 2013 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 ages 25-64 8 in 20-country global total
  • 9. MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS; GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 NGOs Media Business Government 80% 2007 2013 12 point gap 10 point gap between between business & business & 70% government trust government trust 61% 60% 59% 57% 54% 54% 56% 53% 53% 52% 53% 55% 52% 49% 50% 51% 49% 47% 46% 48% 46% 47% 46% 44% 46% 45% 44% 40% 43% Back to 40% 38% 2011 highs 30% 20% 2007 2008 2009 2010 2011 2012 2013 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 18-country global total (excludes 9 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)
  • 10. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 62% 63% 59% 60% 61% 60% 57% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48%48% 49% 44% 44% 44% 44% 41% 43% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% Q11-14. [Business in General and 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 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 26-country 10 global total and across 26 countries
  • 11. TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP TRUST BUSINESS OVER RUSSIA GOVERNMENT IRELAND +11 POINTS +12 POINTS TRUST GOVERNMENT OVER BUSINESS POLAND +26 POINTS SPAIN +24 POINTS ITALY BRAZIL +21 POINTS +31 POINTS MEXICO +41 POINTS SOUTH KOREA +13 POINTS JAPAN +20 POINTS INDONESIA +27 POINTS ARGENTINA +30 POINTS 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 11 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 Mexico, Brazil, Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia
  • 12. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33% 50% 50% WRONG INCENTIVES DRIVING BUSINESS DECISIONS 23% WRONG INCENTIVES DRIVING POLICIES 17% POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31% TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11% LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 12 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total
  • 13. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED TRUST IN INDUSTRIES Technology #1 in all 2012 2013 markets surveyed* Technology 79% Technology 77% Automotive 66% Automotive 69% Food and beverage 64% Food and beverage 66% Consumer packaged Consumer packaged goods 62% 65% goods Telecommunications 60% Telecommunications 62% Brewing and spirits 59% Brewing and spirits 62% 2013: Top 3 in Developed Markets Pharmaceuticals 56% Energy 59% #1 Technology Energy 53% Pharmaceuticals 58% #2 Automotive #2 Brewing & Spirits Media 51% Media 53% 2013: Top 3 in Emerging Markets Banks 47% Banks 50% #1 Technology #2 Automotive Financial services 45% Financial services 50% #3 Consumer Packaged Goods #3 Energy 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 ages 25-64 in 20 -country global total (excludes 13 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
  • 14. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED – EMERGING MARKETS STILL LAG MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES 76% 75% 74% 74% 70% 68% 68% 65% 61% 50% 48% 46% 41% 36% 35% 34% 31% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies 14 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 Ages 25-64 in 26-country global total
  • 15. DEVELOPED COUNTRY HQS ARE GLOBALLY ACCEPTED, WHILE EMERGING HQS HAVE HIGH TRUST DISCOUNT IN DEVELOPED MARKETS DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES Developed Global trust in companies headquartered in Germany, Emerging Sweden, Canada and China has remained stable since 2008* 82% 80% 78% 74% 69% 72% 58% 60% 50% 36% 29% 19% Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs 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 15 “trust them a great deal”. (Top 4 Box – Trust) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India) *2008 data used includes Informed Publics ages 35-64 only in 18-country global total
  • 16. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST; WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES TRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESSES BIG BUSINESSES 89% 86% 79% 78% 76% 73% 70% 70% 65% 62% 53% 55% 55% 48% GLOBAL DEVELOPED EMERGING US UK CHINA UAE Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics 16 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China, UAE
  • 17. NGOS REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2008 China: 48% 2013 88% of markets surveyed 2013 83% 81% have a trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 66% 67% 66% 66% 67% 64% 65% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53% 48% 49% 51% 50% 46% 41% 40% 37% 30% 28% N/A Q11-14. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries 17
  • 18. STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50% 50% 50% 49% 47% 47% 49% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% 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, Turkey and UAE) and across 26 countries 18
  • 19. MAINSTREAM MEDIA REIGNS IN DEVELOPED MARKETS, EQUIVALENCE AMONG SOURCES IN EMERGING MARKETS YOUTH TRUSTS, OLDER GENERATIONS DISTRUST NON-TRADITIONAL MEDIA Global Developed Emerging 71% 65% 58% 58% 56% 58% 51% 52% 47% 43% 41% 40% 32% 30% 26% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 54% 56% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 29% 31% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES 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 in 26-country global total, Developed vs. Emerging 19 Markets; Age breakdown for general population in 26-country global total
  • 20. SKEPTICISM AND DISPERSION REQUIRES REPETITION MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be 20 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26- country global total (excludes Don’t Know Responses)
  • 21. BANKING AND FINANCIAL SERVICES DEEP DIVE
  • 22. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVEL INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011 2008 2013 US Trust in Banking Industry has doubled over past two years, from 25% (2011) to + 11 50% (2013) among Informed Publics 25-64. 83% 83% 80% 72% 71% -13 -20 69% 67% -19 63% -11 61% 59% 60% 59% -25 56% 54% 56% 53% 52% -13 50% 49% 49% 49% 51% 47% -25 -26 45% 47% 44% -19 45% 38% 42% -24 35% 35% 32% 31% 31% 26% 23% 22% 19% 11% 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 ages 35-64 in 18-country global total and across 18 markets 22
  • 23. BANKS PERFORMANCE REPORT CARD 50%+ =  SCORING 40-49% = O RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY <40% = X Rating of Banks’ Performance in each of Developed Emerging US UK Canada Australia China the following (Total Excellent/Good) Lending to small businesses X O X X O X  Providing home mortgage loans X O X X  O  Offering reasonable credit cards X O X X O X  Trading and investing in government debt X O X X X X  Ensuring the privacy & security of customers' personal information O   X    Overseeing initial public offerings for companies X X X X X X O Trust in Banking Industry 42% 69% 50% 29% 59% 40% 80% 23 Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China
  • 24. TRUST DEFICIT IN BANKS LINKED TO CULTURE WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR – 56% GLOBALLY) LACK OF REGULATION CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES 20% 23% 59% of causes of scandals 13% are internal and within BANKS ARE TOO LARGE business’ control 6% 25% CHANGES IN THE ECONOMY 11% CORPORATE CORRUPTION CONFLICTS OF INTEREST Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR 24 WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global total
  • 25. GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS ARE COMMON ACROSS ALL BUSINESS “Make no mistake, for UBS traders the manipulation of Libor was about getting rich,” “As one broker told a UBS derivatives trader: ‘Mate yur getting bloody good at this libor game ...think of me when yur on yur yacht in monaco won’t yu’” Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited 25 are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country global total and across 26 countries
  • 27. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE 2012 2013 Academic or expert 68% Academic or expert 69% Technical expert in the company 66% Technical expert in the 67% company A person like yourself 65% A person like yourself 61% Regular employee 50% Financial or industry 51% analyst NGO representative 50% NGO representative 51% Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43% Government official or regulator 29% Government official or 36% regulator 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 27 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)
  • 28. TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER CREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 An academic or expert on company issues CEO A person like yourself Government official/regulator Regular employee 80% 69% 68% 70% 67% 63% 65% 58% 59% 60% 60% 49% 50% 50% 49% 47% 44% 43% 40% 39% 38% 42% 40% 36% 32% 30% 32% 35% 33% 30% 29% 33% 31% 27% 26% 20% 10% 2008 2009 2010 2011 2012 2013 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 ages 35-64 in 18 - 28 country global total
  • 29. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR CREDIBILITY RATING 2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS CEO Credibility Government official or Business leaders trusted less than regulator Credibility 50% in 16 of 26 markets Government leaders trusted less than 50% in 21 of 26 markets 73% 70% 62% 60% 55% 54% 54% 55% 56% 55% 56% 50% 52% 52% 54% 52% 48% 48% 47% 45% 43% 45% 41% 42% 41% 40% 38% 39% 37% 36% 36% 36% 37% 36% 37% 35% 35% 35% 32% 34% 34% 31% 32% 27% 28% 27% 23% 25% 25% 26% 22% 22% 22% 18% 15% Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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, 29 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)
  • 30. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 26% 20% 19% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% 14% 13% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General 30 population across 26-country global total
  • 31. LEADERSHIP TRUST GAP GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP Trust in Business Trust in Government Trust Business Leaders to tell the Truth Trust Government Leaders to tell the truth 50% Global 18% -32 41% Global 13% -28 67% China 32% -35 71% China 24% -47 68% India 34% -34 55% India 20% -35 50% US 38% 15% -35 US 10% -28 42% Germany 38% 13% -29 Germany 6% -32 37% France 33% 10% -27 France 8% -25 31 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 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. Q130-143. 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? General Population
  • 33. 16 ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS Edelman Trust Barometer INTEGRITY research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES FIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS listed here in rank order of importance. PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES 33 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  • 34. HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS Edelman Trust Barometer’s Edelman Trust Barometer’s 2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS ENGAGEMENT (59%) INTEGRITY (58%) Reputation as a place to work (81%) OPERATIONS Financial performance (76%) PRODUCTS & SERVICES (54%) (76%) Respected CEO or leader (71%) PURPOSE (47%) OPERATIONS (39%) 34 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  • 35. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE Gap Importance 63% -22 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 41% 62% -32 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 30% TREATS EMPLOYEES WELL 61% -37 24% PLACES CUSTOMERS AHEAD OF PROFITS 59% -36 23% 58% -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 25% HAS ETHICAL BUSINESS PRACTICES 58% -30 28% 57% -33 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 24% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31 23% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27 26% ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 49% -23 26% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47% 23% -24 THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15 26% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 22% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38% WORK FOR OR MOST ADMIRED COMPANIES 28% -10 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37% ISSUES 19% -18 Q80-Q96. [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 “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 35 26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. 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 26-country global total
  • 36. INFLUENCER MESSAGE MAPPING Passionate or Who is Trusted MOST to provide you with Company’s Company’s Media Activist Academic credible and honest information about: CEO Employee Spokesperson Consumer A company’s employee programs, benefits & working conditions 21% 63% 16% 13% 11% ENGAGEMENT How a company serves its customers and prioritizes customer needs ahead of company profits 19% 30% 44% 16% 15% INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23% PRODUCTS A company’s innovation efforts and new product development 31% 31% 27% 25% 13% How a company uses its resources and influence to support the environment 21% 26% 34% 27% 13% PURPOSE How a company supports programs that positively impact the local community 22% 27% 35% 20% 23% Partnerships with NGO’s and effort to address societal issues 25% 20% 25% 23% 15% A company’s financial earnings & operational performance 34% 27% 23% 23% 12% OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15% Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19% 36 Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total
  • 37. THE WAY WE WERE PYRAMID OF CEO INFLUENCE GOVERNMENT “As the circle of those who decide is narrowed, OFFICIALS as the means of decision are centralized and the consequences of decision become enormous, BOARD OF DIRECTORS the course of great events often rests upon the ACADEMICS decisions of determinable circles.” TECHNICAL EXPERTS - C. Wright Mills, 1956 ELITE MEDIA G E N E R A L P O P U L AT I O N VERTICAL FLOW & CONTROLLED INFORMATION 37
  • 38. THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE CEO PYRAMID OF GOVERNMENT FROM 2000 TO 2013 OFFICIALS AUTHORITY (Vertical) BOARD OF DIRECTORS FEW MANY ACADEMICS DICTATE CO-CREATE TECHNICAL EXPERTS FIXED FLEXIBLE ELITE MEDIA MONOLOGUE DIALOGUE CONTROL EMPOWERMENT G E N E R A L P O P U L AT I O N EMPLOYEES ACTION CONSUMERS from LICENSE TO OPERATE to LICENSE TO LEAD SOCIAL ACTIVISTS PYRAMID OF COMMUNITY (Horizontal) 38
  • 39. EMBRACE THE NEW MANDATE: INCLUSIVE MANAGEMENT ACTIVATE ACROSS MEDIA CLOVERLEAF, BASED IN GROUNDED LEADERSHIP PYRAMID OF AUTHORITY CEO “Grounded Leadership builds legitimacy in key constituent (Vertical) groups and is based in personal dynamism, empathy, GOVERNMENT OFFICIALS authenticity, inspirational goals and courage.” BOARD OF DIRECTORS -- Jeffrey Sonnenfeld ACADEMICS TECHNICAL EXPERTS ELITE MEDIA G E N E R A L P O P U L AT I O N Traditional Hybrid EMPLOYEES Search & ACTION CONSUMERS Content SOCIAL ACTIVISTS Owned Social PYRAMID OF COMMUNITY (Horizontal)