The Edelman Trust Barometer is the world’s preeminent study of trust around the world. This deck compiles both global and Canadian findings for 2014. Learn more at http://www.edelman.ca

1. 2014
EDELMAN TRUST BAROMETER
CANADA RESULTS

2. GLOBAL
EDELMAN’S 14TH ANNUAL SURVEY
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents
INFORMED
PUBLIC
• 6 years in 20+ markets
• 500 respondents in U.S. and
China & 200 in other countries
• 9 years in 10+ markets
• Ages 25-64
• College-educated
GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+
• 3 years in 25+ markets
2
• In top 25% of household
income per age group in each
country
• Report significant media
consumption and engagement
in business news and public
policy
• 14 years of data

3. EDELMAN TRUST BAROMETER IN RETROSPECT
2014
2013
CRISIS OF LEADERSHIP
2012
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
3
BUSINESS TO LEAD THE DEBATE FOR CHANGE
RISING INFLUENCE OF NGOS

4. ONE | The State of Trust

5. TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT
AND MEDIA DECREASES
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
63%
64%
58%
58%
NGOS
22%
#1
2013
57%
MEDIA
17%
2013
5
23%
2014
#3
52%
16%
2014
17%
#2
2013
2013
BUSINESS
2014
48%
16%
16%
44%
#4
15%
GOVERNMENT
2014
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 public in 20-country
global total.

6. TRUST IN NGOS, MEDIA AND BUSINESS RISES, TRUST IN GOVERNMENT DROPS
CANADA TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
63%
60%
NGOS
17%
#1
2013
BUSINESS
2013
16%
2014
55%
51%
11%
53%
#3
10%
2014
15%
#2
2013
2013
MEDIA
14%
2014
46%
12%
57%
42%
#4
11%
GOVERNMENT
2014
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) General Population.

7. HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST
CANADA TRUST IN GOVERNMENT AND BUSINESS SINCE 2008
Business
70%
Government
56%
54%
50%
50%
49%
47%
40%
62%
58%
60%
44%
52%
56%
58%
50%
51%
47%
30%
2008
7
2009
2010
2011
2012
2013
2014
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics.
11 point
trust gap
between
business
and
government

8. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL
VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO
2013
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
8
57
GLOBAL
54
China
Singapore
India
Mexico
Hong Kong
UAE
Malaysia
Canada
Indonesia
U.S.
Netherlands
Brazil
Germany
France
Sweden
U.K.
Italy
Australia
Poland
S. Korea
Ireland
Argentina
Spain
Turkey
Japan
Russia
80
76
71
68
67
66
64
62
62
59
59
55
55
54
54
53
51
50
48
47
46
45
42
42
41
36
UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
79
79
73
72
69
65
60
60
59
Hong Kong
59
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs.
20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).
BIG TRUST
INCREASES FROM
2013
UAE +13 pts.
Indonesia +10 pts.
Australia + 8 pts.
Argentina + 8 pts.
BIG TRUST
DECREASES FROM
2013
Poland -13 pts.
U.S. -10 pts.
Mexico -9 pts.

9. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
9
56
GLOBAL
47
UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
Hong Kong
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland
79
79
73
72
69
65
60
60
59
59
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35
China
UAE
Singapore
Indonesia
India
Malaysia
Canada
Mexico
Netherlands
Hong Kong
Brazil
Argentina
Australia
Germany
S. Korea
U.K.
S. Africa
U.S.
Italy
Japan
Turkey
Sweden
Spain
Ireland
France
Poland
Russia
67
64
64
62
61
57
54
53
51
50
49
49
44
44
43
42
42
42
41
40
39
38
36
35
33
32
31
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.
GLOBAL TRUST
DIFFERENCE OF
9 points
MARKETS WITH
LARGEST PERCEPTION
GAPS:





UAE (15 pts.)
Australia (14 pts.)
Germany (13 pts.)
France (13 pts.)
Sweden (13 pts.)

10. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST
LEVEL
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014
2013
NGOs most trusted institution in 20 of the 27 countries surveyed in 2014
2014
LOWER/EQUAL TRUST IN 9
COUNTRIES
HIGHER TRUST IN 17 COUNTRIES
84%
83%
81%
76%
73%
67%66%
66%
63% 64%
57%
76% 75%
69%
67%
70%
67%
64%
61%
76%77%
75%76%
70%
69%
66%
64%
76%
75%
73%
69%
62%
59%
59%
55%
67%
63%62% 64%
63%
58%
56%
74%
70%
62%
61%
58%
51%
50%
46%47%
40% 41%
37%
37%
N.A.
10
Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] 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 public, 20-country global
total.
47%

11. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES
REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR
TRUST IN MEDIA, 2013 VS. 2014
2013
2014
HIGHER TRUST
IN 5 COUNTRIES
77%
70%
LOWER/EQUAL TRUST IN 21 COUNTRIES
81%
79%
78%
79%
71%
70%70%
66%
59%
55%
57%
60%
57%
54%
61%
58%
63%
68%
63%
61%
61%
54%
54%
52%
47%
60% 59%
66%
48%
42%
49%48%
47% 44%
43%
40%
51%
47%
50%
45%
45%
41%
42%
38%
35%
37%
50%
50%
40%
45%
40%
30%
26%
19%
N.A.
11
Q11-14. [MEDIA 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 public, 20-country global total.

12. SEARCH ENGINES LEAD INTERNATIONALLY, BUT TRADITIONAL MEDIA REIGN IN CANADA
LEVELS OF TRUST IN SOURCES OF INFORMATION
Global
65%
Canada
65%
62%
70%
54%
55%
47%
45%
32%
ONLINE SEARCH ENGINES
TRADITIONAL MEDIA
FIRST SOURCE TO TURN TO FOR GENERAL
BUSINESS INFORMATION
30%
Online search
26%
Newspapers
21%
Television
HYBRID MEDIA
SOCIAL MEDIA
FIRST SOURCE TO TURN TO FOR BREAKING
NEWS ABOUT BUSINESS
28%
25%
Online search
Television
20%
Newspapers
36%
OWNED MEDIA
SOURCE USED TO CONFIRM/VALIDATE
INFORMATION AND BREAKING NEWS ABOUT
BUSINESS
36%
Online search
20%
19%
Television
Newspapers
Q178-182. [TRACKING] 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) Informed public, 27-country global total
Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ;
Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed public, 27-country global total
12

13. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING
MARKETS SOAR
TRUST IN BUSINESS, 2013 VS. 2014
2013
2014
HIGHER TRUST IN 12 COUNTRIES
82%
82%
63%65%
70%
63%
59%
64%
58%
45%
39%
40%
73%
71%
62%
61%
58%
56%
56%
52% 53%
49%
48%
77%
62%
58%
57%
48%
82%
81%
79%
77%
74%
74%
72%
58%58%
LOWER/EQUAL TRUST IN 15 COUNTRIES
58%
54%
51%
47%
44%43%
44%
41%
43%
44%
38%
31%
N.A.
13
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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 public, 20-country global total.
60%
56% 56%
50%
49%
45%
45%

14. INDUSTRY
SECTOR
LEADERSHIP/
CEO TRUST
4
KEY FACTORS
SHAPE TRUST IN
BUSINESS
ENTERPRISE
TYPE
14
COUNTRY
OF ORIGIN
(HEADQUARTERS)

15. TECHNOLOGY HOLDS TOP SPOT AS MOST TRUSTED INDUSTRY,
WHILE CANADIAN BANKS CONTINUE TO BUCK INTERNATIONAL TREND
TRUST IN INDUSTRIES, 2013 VS. 2014 - CANADA
2013
2014
75%
Technology
2013 vs.
2014
74%
Technology
-1
Consumer electronics manufacturing
71%
Consumer electronics
manufacturing
71%
0
Brewing and spirits
72%
Brewing and spirits
71%
-1
67%
Food and beverage
68%
Food and beverage
+1
Entertainment
63%
Entertainment
66%
+3
Consumer packaged goods
63%
Consumer packaged goods
66%
+3
69%
Automotive
Automotive
63%
-6
62%
+3
Banks
59%
Banks
Financial services
59%
Financial services
60%
+1
Energy
59%
+2
Energy
Telecommunications
57%
61%
Telecommunications
57%
-4
Media
52%
Media
55%
+3
Pharmaceuticals
53%
Pharmaceuticals
54%
+1
Chemicals
15
48%
Chemicals
47%
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 public.
-1

16. WIDE RANGE OF TRUST WITHIN INDUSTRIES
CANADA TRUST IN INDUSTRY SECTORS
FINANCIAL SERVICES
INDUSTRY
FOOD AND BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
Banks
Food and
60% beverage retailers
72%
Financial services
industry overall
Food service
71%
Financial advisory
/ Asset
management
Credit cards /
Payments
Insurance
16
Renewables
77%
55%
51%
48%
Food industry
overall
Food and
beverage
manufacturers
Fast food
restaurants
69%
67%
56%
58%
Natural Gas
57%
Utilities
58%
Energy industry
overall
Mining
Oil
Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following
sectors 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”.
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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.
54%
50%
43%

17. COMPANIES HEADQUARTERED IN BRIC NATIONS LESS TRUSTED THAN
WESTERN-BASED COMPANIES
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
78%
75%
74%
71%
68%
67%
55%
50%
54%
53%
17
Brazil
Spain
South Korea
Italy
France
U.S.
The Netherlands
Japan
U.K.
Canada
Switzerland
Germany
Sweden
42%
38%
36%
35%
34%
Mexico
79%
India
79%
China
80%
TRUSTED
Russia
MOST
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that
you “trust them a great deal”. (Top 4 Box, Trust) Informed public, 27-country global total.

18. CANADIANS DISTRUST BRIC-BASED COUNTRIES
CANADA TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
85%
81%
79%
TRUSTED
79%
75%
70%
67%
64%
63%
51%
47%
42%
35%
23%
18
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you
“trust them a great deal”. (Top 4 Box, Trust) Informed public.
22%
21%
20%

19. FAMILY-OWNED AND SMALL AND MEDIUM-SIZED BUSINESSES HAVE A TRUST
ADVANTAGE EXCEPT IN ASIA
TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION
FAMILY-OWNED
SMALL & MEDIUM-SIZED
PUBLICLY TRADED
PRIVATELY HELD
BIG BUSINESS
85%
71%
74%
68%
63% 62% 61%
62%
65%
76%
73%
62%
63%
48%
APAC
60%
57%
EU
47% 47%
63%
45% 46%
NORTH AMERICA
Q15-17C. 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”. (Top 4 Box, Trust) Informed public, 27-country global total.
19
80%
72% 74% 70%
68%
54%
GLOBAL
83%
78%
STATE-OWNED
45%
LATIN AMERICA

20. DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL INFLUENCE,
CUSTOMER NEEDS AND ENTREPRENEURIALISM SHOW LARGEST GAPS
PHRASES ASSOCIATED WITH PUBLICLY TRADED & PRIVATELY HELD BUSINESSES - CANADA
PUBLICLY TRADED
Gap
PRIVATELY HELD
63%
RESPONSIVE TO CUSTOMERS' NEEDS
75%
69%
ARE ENTREPRENEURIAL
77%
68%
ARE INNOVATIVE
RESPONSIVE TO EMPLOYEES' NEEDS
76%
58%
55%
+7
62%
+6
56%
THINK LONG-TERM
68%
OFFER HIGH QUALITY PRODUCTS OR SERVICES
68%
74%
+6
45%
47%
+2
57%
57%
0
60%
59%
DELIVER CONSISTENT FINANCIAL RETURNS
20
+6
74%
TOP LEADERSHIP
HAVE TOO MUCH POLITICAL INFLUENCE
+8
62%
ACT RESPONSIBLY
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
+8
+7
51%
RESPONSIVE TO SOCIETY'S NEEDS
ARE PHILANTHROPIC
+12
48%
45%
-1
-3
65%
50%
Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each
statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD
BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate)
General public.
-15

21. CANADIANS TRUST CEOS AND PERSON LIKE YOURSELF LESS THAN GLOBE
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - CANADA
2013
2014
80%
ACADEMIC OR EXPERT
TECHNICAL EXPERT IN THE
COMPANY
68%
51%
FINANCIAL OR INDUSTRY ANALYST
58%
A PERSON LIKE YOURSELF
49%
REGULAR EMPLOYEE
55%
NGO REPRESENTATIVE
GOVERNMENT OFFICIAL OR
REGULATOR
2013 vs.
2014
45%
73%
ACADEMIC OR EXPERT
-7
TECHNICAL EXPERT IN THE
COMPANY
58%
-10
FINANCIAL OR INDUSTRY
ANALYST
56%
+5
53%
A PERSON LIKE YOURSELF
-5
REGULAR EMPLOYEE
50%
+1
NGO REPRESENTATIVE
50%
-5
GOVERNMENT OFFICIAL OR
REGULATOR
36%
-9
BOARD OF DIRECTORS
33%
BOARD OF DIRECTORS
35%
+2
CEO
35%
CEO
33%
-2
BLOGGER
21
15%
BLOGGER
18%
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 public.
+3

22. THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT
COUNTERPARTS ON KEY METRICS
CANADA TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING
BUSINESS LEADERS
18%
2013
2014
22%
10%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
11%
MAKE ETHICAL AND MORAL
DECISIONS
7%
9%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
GOVERNMENT LEADERS
10%
9%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
22
8%
9%
SOLVE SOCIAL OR SOCIETAL
ISSUES
2013
2014
8%
9%
MAKE ETHICAL AND MORAL
DECISIONS
5%
7%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
8%
10%
SOLVE SOCIAL OR SOCIETAL
ISSUES
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government
leaders to do the following? (Top Box, Trust a great deal) General Publics.

23. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE
AND HONG KONG
TRUST IN GOVERNMENT, 2013 VS. 2014
= HISTORIC LOW
2013
GLOBAL HISTORIC LOW (2009) = 43%
2014
HIGHER TRUST IN 9 COUNTRIES
LOWER/EQUAL TRUST IN 17 COUNTRIES
88%
82%
81%
76%
75%
73%
62%
56%
45%47%
43%
40%
43%
63%
60%
53%
53%
48%
44%
65%
63%
60%
57%
49%
45%
48%
44%
53%
51%
49%
47%
37%
35%
30%
32%
32%
28%
29% 27%
17%
23%
19%
24%
20%18%
19%
21%
N.A.
23
50%
45%
41%
42%
33%34%
32%
58%
54%
Q11-14. [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 public, 20-country global total.

24. GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS
AND GOVERNMENT
TRUST IN BUSINESS VS. GOVERNMENT
BUSINESS
GOVERNMENT
HIGHER TRUST
IN GOVERNMENT
HIGHER TRUST IN BUSINESS
88%
20+ PT. HIGHER TRUST IN BUSINESS
82%
82%
79%
76%
77%
73%
72%
75%
71%
70%
63%
63%
58%
58%
58%
53%
50%
62%
57%
54% 56%
53%
53%
51%
45%
44%
45%
45%
38%
37%
41%
42%
43%
60%
59%
56%
54%
49% 49%
45%
45%
43%
43%
32%
27%
24%
23%
17%
19%
45%
39%
34%
28%
51%
21%
18%
Q11-14. [BUSINESS IN GENERAL & 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 public, 2024 country global total.

25. TWO | The Intersection Between Business
and Government

26. BY A THREE-TO-ONE MARGIN INFORMED PUBLIC CALL FOR INCREASED GOVERNMENT REGULATION
OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES
GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL
Not Enough Regulation
Too Much Regulation
42%
53%
27%
Government Regulation of
Business
51%
17%
16%
Government Regulation of
Financial Services Industry
48%
12%
Government Regulation of the Government Regulation of the
Energy Industry
Food & Beverage Industry
Not Enough Regulation
Too Much Regulation
54%
49%
43%
17%
Government Regulation of
Business
7%
Government Regulation of
Financial Services Industry
48%
10%
9%
Government Regulation of the Government Regulation of the
Energy Industry
Food & Beverage Industry
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount?
(Not Enough, Too much) Informed public, 27-country global total. Q262. When it comes to government regulation of the financial services industry, do you think that your
government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed public, 27-country global total. Q263. When it comes to government
26 regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed public, 27country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough
or the right amount? (Not Enough, Too much) Informed public, 27-country global total.

27. MORE THAN TWO-THIRDS SEE GOVERNMENT ROLE AS PROTECTING
CONSUMERS FROM BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - CANADA
69%
43%
26%
16%
13%
2%
0%
PROTECT CONSUMERS REGULATE BUSINESS
BUILD
WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY
FROM IRRESPONSIBLE ACTIVITIES TO ENSURE INFRASTRUCTURE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT
BUSINESS PRACTICES COMPANIES ARE THAT PROMOTES AND
AND OPEN
BUSINESS
EXPERIENCES
BEHAVING
FACILITATES
COMPETITION WITHIN
FINANCIAL CRISIS
RESPONSIBLY
BUSINESS
INDUSTRIES
OPPORTUNITIES
27
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed public.
1%
DON'T KNOW

28. BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - CANADA
When policymakers are developing new regulations on
businesses and industries, they should consult with multiple
stakeholders (i.e. NGOs, academics, the affected
businesses/industries, etc.) before making final decisions
The food and beverage industry should be a more active
participant in the broader debate in Canada over solutions to
food and nutrition policy issues
The energy industry should be a more active participant in
the broader debate over Canadian energy policy
The financial services industry should be a more active
participant in the broader debate over the future of the
Canadian banking system
28
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed public.
81%
71%
68%
64%

29. THREE | Building Trust Through Context

30. 16 KEY 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 research
reveals 16 specific attributes which
build trust.
INTEGRITY
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into
five performance clusters listed here
in rank order of importance.
PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
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
30
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

31. ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL
TRUST-BUILDING OPPORTUNITY
QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES
HIGH-PERFORMING ON HIGH PRIORITIES
ENGAGEMENT
STATED IMPORTANCE
PRODUCTS & SERVICES
INTEGRITY
PURPOSE
UNDER-PERFORMING ON LOWER EXPECTATIONS
OPERATIONS
In 2008 Operations were much
higher in importance for building
trust. Now table stakes.
HIGH-PERFORMING ON LOWER PRIORITIES
STATED PERFORMANCE
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important
31 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 public, 27-country global total.;
Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing
extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General public, 27-country global total.

32. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIOURS WILL IMPACT
ENGAGEMENT CLUSTERS
THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS
…it will have its greatest impact in these clusters
If companies exhibit these positive behaviours...
ENSURES QUALITY CONTROL IN
PRODUCTS
86%
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
85%
PROTECTS CUSTOMER DATA
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
85%
RESPECTS EMPLOYEE RIGHTS
RESPONSIBLE SUPPLY CHAIN
MANAGEMENT
PAYS APPROPRIATE LEVEL OF TAX
83%
80%
ENGAGEMENT
INTEGRITY
ENGAGEMENT
INTEGRITY
ENGAGEMENT
INTEGRITY
PURPOSE
32 Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Important in Building Trust) General
public, 27-country global total.

33. NEGATIVE BEHAVIOURS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN
ETHICAL BUSINESS PRACTICE
THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS
If companies exhibit these negative behaviours...
…it will have its greatest impact in these clusters
81%
UNETHICAL BUSINESS PRACTICES
ENGAGEMENT
FAILS TO KEEP CUSTOMER
INFORMATION SECURE
80%
INTEGRITY
IRRESPONSIBLE DURING A CRISIS
80%
INTEGRITY
INTEGRITY
SUB-STANDARD WORK CONDITIONS
79%
ENGAGEMENT
INTEGRITY
MISREPRESENTS THE COMPANY
79%
ENGAGEMENT
INTEGRITY
Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action
33 has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine,
the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) General public, 27-country
global total.

34. DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS; EMPLOYEES ARE
TRUSTED SOURCE ACROSS AREAS
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING
COMPANY'S CEO
COMPANY'S EMPLOYEE
ACTIVIST CONSUMER
ACADEMIC
MEDIA SPOKESPERSON
50%
37%
31% 32%
32%
30%
21% 21%
INTEGRITY
30%
23%
19%
PRODUCTS &
SERVICES
27%
23% 22%
25%
21%
16%
14%
13%
12%
ENGAGEMENT
26%
24%
17%
15%
34
31%
27%
25%
21%
36%
34%
PURPOSE
OPERATIONS
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 public, 27-country global total.
TOTALS

35. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - CANADA
90%
89%
88%
87%
75%
62%
COMMUNICATES
CLEARLY AND
TRANSPARENTLY
35
TELLS THE TRUTH,
IS FRONT AND
ENGAGES WITH
IS PERSONALLY
REGARDLESS OF
CENTER DURING
EMPLOYEES
INVOLVED IN
HOW COMPLEX OR CHALLENGING TIMES REGULARLY TO
SUPPORTING LOCAL
UNPOPULAR IT IS (PRODUCT RECALLS, DISCUSS THE STATE
CHARITIES AND
LAWSUITS, ETC.)
OF THE BUSINESS
GOOD CAUSES
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box,
Total Important) Informed Publics.
HAS AN ACTIVE
MEDIA PRESENCE

36. A NEW TRUST ENVIRONMENT
There has been a significant change in
the trust environment since 2009.
Business must now lead the debate
for change.
People trust business to innovate, unite
and deliver across borders in a way that
government can’t. This trust comes with
the expectation and responsibility to
maintain it. Doing this is less risky than
Operations and CSR programs are now
tablestakes (compared to 2008). Business
must focus on
Engagement and
Integrity to build trust.
84% believe a company can take
specific actions that both increase profits
improve the economic
and social conditions in the
and
communities where it operates.
not doing it at all.
CEO must become Chief Engagement Officer
36

37. WE NEED TO EVOLVE…
From only
to include
Micro
Macro
Transactional
Shared Value(s)
Legal Requirements
Societal Expectations
What
How and Why

38. BUSINESS TO LEAD THE DEBATE FOR CHANGE
Participate
Advocate
Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.
Evaluate
38
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

39. To talk about how to apply our findings to your business, contact us:
Edelman Vancouver
Kim Peacock
604.623.3007
39
Edelman Calgary
Laurie Stretch
403.817.0620
Edelman Toronto
Lisa Kimmel
416.979.1120
Edelman Montreal
Anik Trudel
514.844.6665
On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai:
REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; AntiGovernment Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry:
REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S.
Government Shutdown: REUTERS/Mike Theiler