The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 33,000 across 27 countries. Here you will find the results focused on the Brazilian market.

1. 2014
TRUST BAROMETER!
EDELMAN
GLOBAL AND BRAZIL RESULTS!

2. GLOBAL
EDELMAN’S
14TH
ANNUAL SURVEY
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents
INFORMED
PUBLICS
• 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. ONE | The State of Trust

4. 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
63%
64%
58%
58%
NGOS
22%
#1
2013
2014
57%
MEDIA
17%
2013
4
23%
#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 Publics in 20country global total.

5. 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
5
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.

6. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC
THAN INFORMED PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
6
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:
ü UAE (15 pts.)
ü Australia (14
pts.)
ü Germany (13
pts.)
ü France (13
pts.)
ü Sweden (13
pts.)

7. 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
81%
76%
73%
63% 64%
67%66%
66%
57%
51%
76% 75%
69%
67%
70%
69%
66%
64%
84%
83%
77%
76% 75%
76%
76%
75%
70%
67%
64%
61%
73%
69%
62%
59%
59%
55%
63%62% 64%
63%
58%
56%
58%
47%
46%
40% 41%
37%
37%
N.A.
7
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
Publics,
20-­‐
country
global
total.
67%
74%
70%
62%
61%
50%
47%

8. 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%
70%
70%
66%
59%
55%
57%
52%
60%
57%
54%
47%
48%
42%
60% 59%
61%
58%
66%
63%
71%
68%
63%
61%
61%
54%
54%
49%
48%
47% 44%
43%
40%
51%
47%
38%
35%
50%
45%
45%
41%
42%
37%
50%
40%
50%
45%
40%
30%
26%
19%
N.A.
8
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
Publics,
20-­‐country
global
total.

9. THE POWER OF SEARCH
LEVELS OF TRUST IN SOURCES OF INFORMATION
65%
65%
ONLINE SEARCH
ENGINES
TRADITIONAL MEDIA
FIRST SOURCE TO TURN TO FOR
GENERAL BUSINESS
INFORMATION
30%
Online search"
26%
Newspapers"
54%
21%
Television"
47%
SOCIAL MEDIA
HYBRID MEDIA
FIRST SOURCE TO TURN TO FOR
BREAKING NEWS ABOUT
BUSINESS
45%
OWNED MEDIA
SOURCE USED TO CONFIRM/
VALIDATE INFORMATION
BREAKING NEWS ABOUT
BUSINESS
36%
28%
25%
20%
Online search"
Television"
Newspapers"
20%
Online search"
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 Publics, 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 Publics, 27-country
global total
9

10. 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%
48%
58%
49%
64%
57%
45%
39%
77%
40%
73%
71%
62%
62%
58%
48%
82%
81%
79%
77%
74%
74%
72%
58%58%
LOWER/EQUAL TRUST IN 15 COUNTRIES
44%
43%
61%
58%
56%
56%
52% 53%
51%
47%
44%
41%
58%
54%
43%
44%
38%
31%
N.A.
10
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
Publics,
20-­‐country
global
total.
60%
56% 56%
50%
49%
45%
45%

11. INDUSTRY
SECTOR
LEADERSHIP/
CEO TRUST
4
KEY FACTORS
SHAPE TRUST IN
BUSINESS
ENTERPRISE
TYPE
11
COUNTRY
OF ORIGIN
(HEADQUARTERS)

12. TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL
TRUST IN INDUSTRIES, 2009 VS. 2014
2009
2014
76%
TECHNOLOGY
58%
AUTOMOTIVE
FOOD AND BEVERAGE
56%
2009 VS. 2014
79%
TECHNOLOGY
70%
AUTOMOTIVE
+3
+12
FOOD AND BEVERAGE
66%
+10
65%
+11
CONSUMER PACKAGED
GOODS
54%
CONSUMER PACKAGED
GOODS
ENERGY
55%
ENERGY
59%
+4
PHARMACEUTICALS
59%
+6
PHARMACEUTICALS
MEDIA
BANKS
12
53%
43%
47%
MEDIA
51%
+8
BANKS
51%
+4
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, 20-country global total.

13. COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A
TRUST DEFICIT COMPARED TO WESTERN BASED COMPANIES
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
78%
75%
74%
71%
68%
67%
55%
50%
54%
53%
13
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 Publics, 27-country global total.

14. 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
STATE-OWNED
71%
68%
63%
62%
61%
54%
74%
65%
62%
73%
62%
63%
85%
78%
76%
68%
57%
48%
GLOBAL
APAC
EU
47%
47%
83%
80%
74%
72%
70%
63%
60%
46%
45%
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 Publics, 27-country global total.
14
45%
LATIN AMERICA

15. DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL
INFLUENCE, CUSTOMER NEEDS AND ENTREPRENEURIALISM SHOW
LARGEST GAPS
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES
PUBLICLY-TRADED
PRIVATELY-HELD
58%
RESPONSIVE TO CUSTOMERS' NEEDS
62%
ARE ENTREPRENEURIAL
60%
ARE INNOVATIVE
+8
+6
+4
+4
52%
55%
TOP LEADERSHIP
+3
52%
53%
ACT RESPONSIBLY
+1
38%
39%
+1
63%
63%
THINK LONG-TERM
46%
44%
-2
58%
54%
DELIVER CONSISTENT FINANCIAL RETURNS
15
+9
+4
45%
49%
RESPONSIVE TO EMPLOYEES' NEEDS
HAVE TOO MUCH POLITICAL INFLUENCE
66%
50%
54%
RESPONSIVE TO SOCIETY'S NEEDS
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
70%
61%
65%
OFFER HIGH QUALITY PRODUCTS OR SERVICES
ARE PHILANTHROPIC
67%
43%
60%
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 PRIVATELYHELD 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 Publics, 27-country global total.
-4
-17

16. FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR
EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM 2013.
CREDIBILITY OF SPOKESPEOPLE
2009
2014
62%
2009 VS. 2014
TECHNICAL EXPERT*
ACADEMIC OR EXPERT
67%
TECHNICAL EXPERT
ACADEMIC OR EXPERT
+5
66%
A PERSON LIKE
YOURSELF
47%
A PERSON LIKE
YOURSELF
FINANCIAL OR INDUSTRY
ANALYST
49%
FINANCIAL OR INDUSTRY
ANALYST
53%
+4
NGO REPRESENTATIVE
52%
+9
52%
+20
NGO REPRESENTATIVE
41%
REGULAR EMPLOYEE
32%
REGULAR EMPLOYEE
CEO
31%
CEO
GOVERNMENT OFFICIAL
OR REGULATOR
29%
GOVERNMENT OFFICIAL
OR REGULATOR
16
62%
43%
36%
+15
+12
+7
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,
20-country global total.
* Not tested in 2009

17. THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR
THEIR GOVERNMENT COUNTERPARTS ON KEY METRICS
TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING
BUSINESS LEADERS
26%
26%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
20%
2013
2014
21%
MAKE ETHICAL AND MORAL
DECISIONS
18%
20%
TELL YOU THE TRUTH,
REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS
GOVERNMENT
LEADERS
15%
15%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
17
19%
19%
SOLVE SOCIAL OR SOCIETAL
ISSUES
2013
2014
14%
15%
MAKE ETHICAL AND MORAL
DECISIONS
12%
13%
TELL YOU THE TRUTH,
REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS
15%
16%
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, 27-country global total.

18. 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%
53%
48%
45%47%
44%
43%
43%
40%
47%
63%
58%
54%
53%
51%
41%
37%
35%
30%
23%
19%
20%
18%
32%
28%
24%
19%
N.A.
18
49%
50%
45%
42%
29% 27%
17%
60%
53%
49%
45%
48%
44%
34%
33%
32%
65%
63%
60%
57%
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
Publics,
20-­‐country
global
total.
21%
32%

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

20. HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST
GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009
BUSINESS
70%
60%
54%
GOVERNMENT
58%
56%
trust gap
between
business
and
government
53%
50%
52%
50%
48%
47%
44%
43%
43%
40%
30%
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
20 means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total.
14 point
58%

21. TWO | The Intersection Between
Business and Government

22. BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED
GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD
& BEVERAGE INDUSTRIES
GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL
NOT ENOUGH REGULATION
GERMANY: 66% SAY
NOT ENOUGH
REGULATION OF
FINANCIAL SERVICES
INDUSTRY
53%
TOO MUCH REGULATION
UK: 73% SAY
NOT ENOUGH
REGULATION OF
ENERGY
INDUSTRY
51%
CHINA: 84% SAY
NOT ENOUGH
REGULATION OF
FOOD & BEVERAGE
INDUSTRY
48%
42%
27%
16%
17%
12%
Government Regulation Government Regulation Government Regulation Government Regulation
of Business
of Financial Services of the Energy Industry of the Food & Beverage
Industry
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 Publics, 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 Publics, 27-country global total. Q263. When it
22 comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too
much) Informed Publics, 27-country 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 Publics, 27-country global total.

23. OVER HALF SEE GOVERNMENT ROLE AS PROTECTING
CONSUMERS FROM BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS
51
%
28%
23%
21%
18%
5%
4%
1%
PROTECT
CONSUMERS
FROM
IRRESPONSIBLE
BUSINESSES
REGULATE
BUSINESS
BUILD BUSINESS
ENSURE FREE
GOVERNMENT FINANCIALLY HELP
INFRASTRUCTURE MARKET ACCESS SHOULD NOT PLAY BUSINESS DURING
A ROLE IN
CRISES
BUSINESS
23 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total.
DON'T KNOW

24. THREE | Building Trust Through Context

25. 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
25
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

26. 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
ACADEMIC
ACTIVIST CONSUMER
MEDIA SPOKESPERSON
50%
37%
31% 32%
32%
30%
21% 21%
23%
INTEGRITY
PRODUCTS
& SERVICES
27%
23%
22%
25%
21%
16%
14%
13%
12%
ENGAGEME
NT
26%
24%
30%
19%
17%
15%
26
31%
27%
25%
21%
36%
34%
PURPOSE
OPERATION
S
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 Publics, 27-country global total.
TOTALS

27. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY
82%
81%
80%
79%
69%
53%
Communicates Tells the truth,
Engages with
Is front and
Is personally
Has an active
clearly and
regardless of
employees
center during
involved in
media presence
transparently how complex or
regularly to challenging times supporting local
unpopular it is discuss the state (product recalls, charities and
of the business lawsuits, etc.)
good causes
27
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?;
Q254B-261B. [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's
company? (Top 4 Box, Total Important) General Publics, 27-country global total.

28. 2014 TRUST BAROMETER!
EDELMAN
BRAZIL RESULTS!

29. TRUST IN GOVERNMENT REMAINS LOW IN BRAZIL; BUSINESS
TAKES THE LEAD AND NGOS REGAIN CREDIBILITY
BRAZIL TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS.
2014
TOTAL TRUST
TRUST A GREAT
DEAL
70%
64%
63%
66%
BUSINESS
26%
#1
2013
2014
26%
2013
29
28%
#2
2013
19%
MEDIA
2014
62%
59%
NGOS
27%
#3
33%
29%
12%
2014
2013
#4
34%
9%
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 Publics.

30. IN THE LAST THREE YEARS, TRUST IN GOVERNMENT FACES A
LOW LEVEL; UNCERTAINTY GROWS IN AN ELECTION YEAR
BRAZIL TRUST IN THE FOUR INSTITUTIONS SINCE 2008
NGOs
Media
90%
Business
85%
Government
80%
70%
81%
80%
67%
62%
60%
50%
59%
56%
56%
60%
62%
73%
63%
57%
61%
64%
70%
63%
62%
59%
54%
49%
43%
40%
66%
39%
32%
33%
34%
30%
20%
20%
2008
30
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'. (4 Box, Trust) Informed Publics.
2014

31. ALL MEDIA BECOME STRATEGIC IN BRAZIL; SEARCH ENGINES
“DETERMINE” THE RELEVANCE OF CONTENTS
BRAZIL TRUST IN DIFFERENT SOURCES OF INFORMATION
Global
Latin America
79% 81%
65%
Brazil
72% 74%
65%
62%
65%
60%
63%
61% 63%
54%
47%
ONLINE SEARCH
ENGINES
31
TRADITIONAL MEDIA
HYBRID MEDIA
SOCIAL MEDIA
45%
OWNED MEDIA
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 Publics.

32. TECH COMPANIES MAINTAIN THE HIGH LEVEL OF TRUST;
BANKS EXPERIENCE A HUGE GROWTH
TRUST IN INDUSTRIES, 2013 VS. 2014 - BRAZIL
2013
2014
2013 vs.
2014
+10
90%
TECHNOLOGY
80%
TECHNOLOGY
ENTERTAINMENT
81%
ENTERTAINMENT
84%
+3
CONSUMER ELECTRONICS
MANUFACTURING
84%
+6
AUTOMOTIVE
83%
+13
77% FOOD AND BEVERAGE
82%
+5
CONSUMER HEALTH
COMPANIES
82%
+12
81%
+8
CONSUMER ELECTRONICS
MANUFACTURING
78%
70%
AUTOMOTIVE
FOOD AND BEVERAGE
CONSUMER HEALTH
COMPANIES
70%
PHARMACEUTICALS
73%
PHARMACEUTICALS
ENERGY
71%
ENERGY
CHEMICALS
66%
CONSUMER PACKAGED
GOODS
BREWING AND SPIRITS
MEDIA
FINANCIAL SERVICES
BANKS
TELECOMMUNICATIONS
32
69%
61%
65%
56%
52%
60%
78%
+7
CHEMICALS
75%
+9
CONSUMER PACKAGED
GOODS
73%
+4
BREWING AND SPIRITS
71%
+10
MEDIA
64%
-1
FINANCIAL SERVICES
64%
+8
BANKS
64%
+12
TELECOMMUNICATIONS
63%
+3
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.

33. JAPAN LEADS PREFERENCE IN BRAZIL; EUROPEAN COUNTRIES
HAVE A HIGH CREDIBILITY
BRAZIL TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
89%
87%
86%
TRUSTED
85%
83%
82%
78%
75%
74%
71%
68%
64%
62%
54%
33
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that
you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
53%
49%
47%

34. STATE-OWNED COMPANIES ARE DISTRUSTED IN BRAZIL
BRAZIL TRUST IN DIFFERENT TYPES OF BUSINESSES
Global
Latin America
83% 82%
71%
80%
Brazil
84%
68%
79%
74%
72%
63%
79%
62%
79%
70%
61%
56%
54%
45%
FAMILY-OWNED
34
SMALL- AND
MEDIUM-SIZED
PUBLICLY-TRADED PRIVATELY-HELD
BIG BUSINESS
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 Publics, 27-country global total.
STATE-OWNED

35. INDIVIDUAL POWER VERSUS INSTITUTIONAL VOICES
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - BRAZIL
2013
2013 vs.
2014
2014
80%
A PERSON LIKE YOURSELF
TECHNICAL EXPERT IN
THE COMPANY
74%
A PERSON LIKE
YOURSELF
84%
TECHNICAL EXPERT IN
THE COMPANY
ACADEMIC OR EXPERT
70%
ACADEMIC OR EXPERT
*SUCCESSFUL
ENTREPRENEUR
71%
74%
*ENTREPRENEUR
FINANCIAL OR INDUSTRY
ANALYST
59%
66%
0
-5
61%
+2
CEO
60%
+8
59%
+11
REGULAR EMPLOYEE
48%
REGULAR EMPLOYEE
BOARD OF DIRECTORS
50%
BOARD OF DIRECTORS
NGO REPRESENTATIVE
48%
NGO REPRESENTATIVE
GOVERNMENT OFFICIAL
OR REGULATOR
32%
GOVERNMENT OFFICIAL
OR REGULATOR
BLOGGER
30%
BLOGGER
54%
45%
34%
30%
*Changed from “Successful Entrepreneur” in 2013
35
0
FINANCIAL OR INDUSTRY
ANALYST
52%
CEO
70%
+4
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.
+4
-3
+2
0

36. LEADERSHIP CRISIS AFFECTS COMPANIES AND GOVERNMENT
BRAZIL TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING
BUSINESS LEADERS
49%
51%
40%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
2013
2014
44%
MAKE ETHICAL AND MORAL
DECISIONS
39%
43%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
GOVERNMENT
LEADERS
21%
20%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
36
37%
41%
SOLVE SOCIAL OR SOCIETAL
ISSUES
2013
2014
19%
19%
MAKE ETHICAL AND MORAL
DECISIONS
19%
18%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
18%
19%
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.

37. BRAZILIANS WANT AN ACTIVE ROLE BY GOVERNMENT
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - BRAZIL
56%
30%
26%
20%
18%
3%
PROTECT
REGULATE
CONSUMERS FROM
BUSINESS
IRRESPONSIBLE
ACTIVITIES TO
BUSINESS
ENSURE
PRACTICES
COMPANIES ARE
BEHAVING
RESPONSIBLY
37
2%
BUILD
WORK TO ENSURE GIVE OR LOAN
GOVERNMENT
INFRASTRUCTURE
FREE MARKET
MONEY TO
SHOULD NOT PLAY
THAT PROMOTES ACCESS AND OPEN BUSINESS WHEN IT
A ROLE IN
AND FACILITATES
COMPETITION
EXPERIENCES
BUSINESS
BUSINESS
WITHIN
FINANCIAL CRISIS
OPPORTUNITIES
INDUSTRIES
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
0%
DON'T KNOW

38. BRAZILIAN BRANDS: BEHAVIOR DRIVES PERCEPTION
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - BRAZIL
ENGAGEMENT
HIGH QUALITY PRODUCTS
IMPORTANCE
PERFORMANCE
TREATS EMPLOYEES WELL
INTEGRITY
PRODUCTS &
SERVICES
PURPOSE
OPERATIONS
68%
57%
LISTENS TO CUSTOMERS
ACTS RESPONSIBLY IN CRISIS
66%
54%
54%
IS ETHICAL
52%
POSITIVELY IMPACTS COMMUNITY
COMMUNICATES OFTEN
53%
ADDRESSES SOCIETY'S NEEDS
49%
53%
48%
53%
49%
51%
52%
47%
ADMIRED TOP LEADERSHIP
CONSISTENT FINANCIAL RETURNS
41%
64%
-7
-11
63%
-9
-11
-11
61%
-5
61%
56%
TOP GLOBAL COMPANY
-10
61%
50%
INNOVATOR
-12
63%
54%
CUSTOMERS BEFORE PROFITS
-11
63%
52%
TRANSPARENT & OPEN
-11
64%
57%
PROTECTS ENVIRONMENT
PARTNERS WITH NGOS
71%
60%
Gap
-8
59%
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 to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Publics, 2738 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) Informed Publics.
-10
-5
-4
+1
-6

39. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - BRAZIL
81%
79%
79%
78%
73%
63%
Communicates clearly
and transparently
Tells the truth,
Is front and center
Engages with
Is personally involved Has an active media
regardless of how
during challenging employees regularly to in supporting local
presence
complex or unpopular times (product recalls, discuss the state of charities and good
it is
lawsuits, etc.)
the business
causes
39
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.

40. 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 not doing it at all.
Operations and CSR programs are now
tablestakes (compared to 2008). Business must
Engagement and
Integrity to build trust.
focus on
84% believe a company can take specific
actions that both increase profits and
improve the economic and
social conditions in the communities
where it operates.
CEO must become Chief Engagement Officer
40

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

42. 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
42
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

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