The 2010 Edelman Trust Barometer studied trust in institutions across 22 countries including 7 in Asia Pacific. It found: 1) Trust in government increased in Asia Pacific from 2009 to 2010 but decreased in Indonesia. 2) Trust was highest in Singapore at 74% for government and lowest in Indonesia at 41%. 3) NGOs have become more trusted in Asia Pacific, reaching similar levels as business and media but governments remain the most trusted institution overall.

1. 2010 Edelman Trust Barometer
Asia Pacific Findings

2. Edelman Trust Barometer at a glance
Tenth annual study
4,875 people in 22 countries
1,575 people in Asia Pacific across 7 countries: China, Japan,
South Korea, India, Indonesia, Australia, and Singapore
Ages 25 to 64
College-educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in
business news and public policy
2

3. The Operating Environment
• Half Full?
• Economic questions/opinions
• Self interests creeping back in
• Should we drink it?
• Product issues re-appearing
• Supply chains a vulnerability
• How clear is it?
• Transparency #2 driver of
reputation
• Lip service not enough
3

4. Relative Trust in Institutions
4

5. Business back; NGOs have “arrived”
Trust in institutions
Globally U.S. EU APAC
100%
90%
80%
70%
63%
59% 58% 59%
60% 57%
55% 54% 54%
53%
49% 50%
50% 46% 46%
43%
40%
40% 38%
30%
20%
10%
0%
Government Business NGOs Media
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top
4 Box) Informed Publics ages 25-64 in 22 countries (globally), U.S., EU and APAC (China, India, Japan, S. Korea, Indonesia, Singapore, Australia)
5

6. Governments “moving” and moving
Trust in institutions – Asia 2009 vs. 2010
2009 2010
100%
90%
80%
70%
57% 60% 60% 59%
60% 57%
51% 52%
50%
50%
40%
30%
20%
10%
0%
Government Business NGOs Media
A7-A10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in Asia (China, India, Japan, South Korea and Indonesia)
6

7. Emerging markets (and Singapore!) more trusting
Trust in institutions
Government Business NGOs Media
100%
90%
84%
80% 75%
74%
69%
70% 67%
63% 63% 63% 64%
62% 62%
60% 58% 57%
56%
54%
51% 52%
50% 49%
50% 47% 47%
45%
43% 42% 41%
39%
40% 36%
30%
30%
20%
10%
0%
Singapore China India Japan S. Korea Australia Indonesia
A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust
[INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64
7

8. Government on the rise …not so fast, Mr Rudd
Trust in Government – Asia Pacific
2009 2010
100%
90% 84% +17
80%
+6 +13 74%
72%
70% +4
62% - 15
60% 57% 56%
51% 50%
50% 47% 45%
43% 42% 43% 41% 42% 41%
40% 37%
30%
20%
10%
N/A
0%
Global Asia Singapore Indonesia South China India Japan Australia
Korea
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top
4 Box) Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia)
8

9. Business, generally, continues to outperform
Trust in Business – Asia Pacific
2009 2010
100%
90%
80%
71%
70%
+4 67%
64% 63% 63%
62% 62% 62%
60% 60%
60% 57%
54%
50%
50% 47%
45%
43%
39%
40%
30%
20%
10%
N/A
0%
Global Asia South Korea Australia Indonesia China Singapore India Japan
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box)
Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia)
9

10. NGOs continue to emerge
Trust in NGOs – Asia Pacific
2009 2010
100%
90% +11
Trust increased
Trust decreased
80% +3 among ages 25-
among ages 25-
34 and decreased
69% 34 and increased
among ages 35-
70% among ages 35-
64
64
60% 57% 58%
56% 55%
54% 54% 54%
52% 52% 51%
50% 50%
50% 46% 47%
44%
39%
40%
30%
20%
10%
N/A
0%
Global Asia South Singapore Indonesia China Australia Japan India
Korea
A10. [NGOs TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed
Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia)
10

11. Media declining
Trust in Media – Asia Pacific
2009 2010
100%
90%
-7
80% 77%
75%
70% 65%
59%
63%
59%
63% -13
60% 57% 58%
49% 49%
50% 47% 47%
45%
40% 35% 36%
30%
30%
20%
10%
N/A
0%
Global Asia Singapore China South Indonesia Australia India Japan
Korea
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4
Box) Informed Publics ages 25-64 in 20 countries (global excludes Singapore and UAE) & Asia (China, India, Japan, South Korea and Indonesia)
11

12. Business: A Closer Look
12

13. APAC least trusting of companies headquartered in BRIC countries
Asia
Pacific BRICs in the Wall
Germany 77%
• Japan has lowest trust in companies
Sweden 75% headquartered in Brazil (15%), Russia
(10%) and China (6%)
Canada 75%
• China-headquartered companies trusted by
UK 75%
a majority only in China and Indonesia
Japan 73%
• India-headquartered companies trusted by a
France 70% majority only in India
Netherlands 67% • Companies headquartered in Brazil and
Russia trusted by a majority only in China
US 67%
Italy 58%
China 43%
India 42%
Russia 39%
Brazil 37%
Significant at 95%
A13-25. Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global confidence level
companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUST
THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 box) Informed Publics ages 25-64 in Asia Pacific (China, India,
Japan, S. Korea, Indonesia, Singapore, Australia)
13

14. Technology remains most trusted industry sector in APAC
Asia
Pacific
Technology 82%
• Australia and Japan less trusting
Automotive 75% • Australia less trusting of energy industry
(-49%)
Energy 72%
• Japan less trusting of healthcare industry
Banks 71% (-27%)
Pharmaceuticals 69%
• South Korea less trusting of entertainment,
Biotech 68% and retail industries (-52% / -31%)
Health care industry 67% • China has lowest trust in CPG
manufacturers (-24%); also least trusted
Retail 64% sector in China
Food 62%
CPG manufacturers 59%
Media companies 54%
Insurance 53%
Entertainment 52%
A26-38. Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following
industries to do what is right. Again, please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you
"TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia)
14

15. Corporate reputation based on transparency and trust as much as quality
Asia Pacific
Offers high quality products or services 71%
Has transparent and honest business practices 67%
Is a company I can trust 66%
Treats employees well 63%
Communicates frequently and honestly on the state of its
61%
business
Prices its brands fairly and competitively 49%
Is a good corporate citizen 47%
Delivers consistent financial returns to investors 46%
Is an innovator of new products, services or ideas 45%
Has highly-regarded and widely admired top leadership 41%
B63.-72. How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that
factor is “not at all important” and nine means it is “extremely important” to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics
ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia)
15

16. Corporate partnerships with NGOs build trust
More likely to trust a company that partners with a NGO to battle global issues
Asia Pacific
100%
90%
80% 75%
72%
70% 68%
62% 62% 61% 59%
60%
51%
50%
42%
40%
30%
20%
10%
0%
Global APAC China Singapore Australia South Korea India Japan Indonesia
C80. Would you be more or less likely to trust a company that partners with NGOs to battle global issues such as climate
change, alleviating poverty or curing diseases, than you would be to trust a company that works alone? (Net More Likely: Much
More + A Little More) Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia)
16

17. A stakeholder, not a shareholder, world
Which stakeholder should be most important to a CEO’s business decisions?
Asia Pacific
Government
3%
Employees • Japan and South Korea least
6%
likely to say that all shareholders
are important
Society at • South Korea also gives weight to
Large
11% customers followed by society
All
stakeholders
• Japan also gives weight to
are equally Customers customers followed by investors
important 12%
53%
Investors/
Shareholders
15%
D83. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s
business decisions? Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia)
17

18. Managing Sources and Channels
18

19. APAC higher than global, but only minority support
Asia Pacific 22-country Global Total
Television news coverage 48%
38%
Stock or industry analyst reports 45%
50%
News coverage on the radio 45%
40%
Articles in business magazines 44%
46%
Articles in newspapers 44%
37%
Conversations with company employees 42%
42%
Conversations with your friends and peers 40%
37%
Online search engines e.g. Google news, YouTube 38%
36%
A company’s own Web site 38%
33%
Corporate communications such as press releases, reports, and … 38%
33%
Free content sources, such as Wikipedia or web portals 29%
31%
Corporate or product advertising 22%
19%
Social Networking sites such as Facebook or MySpace 20%
19%
Blogs 19%
18%
E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you
believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or
not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64 in Asia Pacific (China, India, Japan, S. Korea,
Indonesia, Singapore, Australia)
19

20. Traditional information sources have moderate credibility in all countries
except Singapore which gives them high credibility
Credible Sources of Information – Traditional
Radio news TV news Newspaper articles Conversations with friends
100%
90%
China India Japan S. Korea Indonesia Singapore Australia
80%
70% 68%
66%
60%
60% 55%
54%
50% 51%
49%
50% 46%
44% 44%
42% 42% 42% 42%
40% 40% 39% 40%
40% 37% 38% 38%
36% 36% 35%
33%
29%
30% 27%
20%
10%
0%
China India Japan S. Korea Indonesia Singapore Australia
E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you
believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or
not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64
20

21. Online search engines most credible digital information source
Rivals credibility of traditional media sources in many countries
Credible Sources of Information – Digital
Online search engines Free content sources Social networking sites Blogs
100%
90%
China India Japan S. Korea Indonesia Singapore Australia
80%
70%
60% 56%
50% 47%
43% 43%
41% 40%
40% 37% 37%
33%
30% 30%
30% 27% 27% 28% 27%
25% 25%
22% 22% 23%
19%
20% 16% 16% 15% 15%
13%
11%
10% 7%
0%
China India Japan S. Korea Indonesia Singapore Australia
E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you
believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or
not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64
21

22. Corporate communication sources also enjoy moderate credibility in most
countries
Credible Sources of Information – Corporate
Employee conversations Corporate communications Company web site Advertising
100%
90%
China India Japan S. Korea Indonesia Singapore Australia
80%
70%
60%
54%
50% 52%
50% 48%
46% 46% 46% 46%
42%
40% 40%
40% 36% 35% 35%
34% 33% 34% 34%
32% 32% 32% 31% 32%
30% 28%
25%
21%
20% 15%
11%
10%
0%
China India Japan S. Korea Indonesia Singapore Australia
E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you
believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or
not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64
22

23. Academics/experts most credible spokespeople in most APAC countries
Spokespeople have high credibility in Singapore
Credible Spokespeople
Asia
Pacific
• All spokespeople have higher
An academic or expert 65%
credibility in Singapore
Financial or industry analyst 52%
• Australia least likely of all APAC
countries to believe CEOs are
CEO 51%
credible
Government official 46% • Financial/industry analyst and a
regular employee of a company
NGO representative 45%
less credible in China
Person like yourself 41% • Japan and Indonesia give less
credibility to government officials
Regular employee 32%
0% 10% 20% 30% 40% 50% 60% 70%
F99-105. Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from
that 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 25-64 in Asia Pacific (China, India, Japan, S. Korea, Indonesia, Singapore, Australia)
23

24. Academics/experts still most credible spokespeople
Government officials, NGO reps, academic and CEOs have gained ground
Credible Spokespeople – Asia
2009 2010
100%
90%
+4
80%
+5
70%
+5 62%
60% +6 58% - 10
51% 48%
50% 46% 47%
43% 44%
40% 38% 38%
40%
34%
31% 30%
30%
20%
10%
0%
Government NGO CEO An academic or A financial or Regular Person like
official representative expert industry employee yourself
analyst
F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a
company from that 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 25-64 in Asia (China, India, Japan, South Korea, Indonesia)
24

25. Implications
25

26. • Understand “the paradox”
of transparency
• “Trust Management” is a
new competency
26

27. Seven new behaviors
1. Listen with new intelligence
2. Participate in the conversation: real time/all the time
3. Create and co-create content
4. Socialise media relations
5. Champion open advocacy
6. Build active partnerships: for common good
7. Embrace complexity
27

28. 2010 Edelman Trust Barometer
Asia Pacific Findings