The findings of the annual Edelman Trust Barometer, an annual global survey of opinion formers which has been extended to Ireland for the first time this year, reveals the level of trust placed in companies, institutions and various sources of information ranging from the media to bloggers.

1. January 29, 2007

3. And the current market is very fluid. The old order is changing. The 2007 Edelman Trust Barometer shows signs of global trust schisms, economic disparity and an erosion of trust in traditional icons. It shows a new way forward for building trust in the global business. Trust is a market asset.

5. The Developing World Sees Business Playing a More Trusted and Vital Role 56% 77% Believe companies have a more positive (than negative) impact on society) 43% 61% Trust in OWN CEO as a spokesperson Quality products, socially responsible activities customer attentiveness Quality products, customer attentiveness, fair pricing Top factors building trust Technology, Healthcare, Biotech, CPG Technology, Biotech, Energy, Telecom, Auto Most trusted industries 47% 60% Trust in business NGOs Business Most trusted institution Developed (Canada, France, Germany, Ireland, Italy, Japan, Netherlands, South Korea, Spain, Sweden, United Kingdom, United States) Developing (Brazil, China, India, Poland, Mexico, Russia)

6. 2007 Global Trust in Institutions: Government Least Trusted Everywhere but Asia North America Latin America Asia E.U. includes UK, Germany, France, Italy, Spain, Netherlands, Sweden, Poland, Ireland, and excludes Russia. 38% 42% 52% 53% 57% RELIGION BUSINESS MEDIA NGO’s GOVERNMENT 37% 62% 68% 55% 64% RELIGION BUSINESS MEDIA NGO’s GOVERNMENT E.U. 35% 36% 45% 37% 50% RELIGION BUSINESS MEDIA NGO’s GOVERNMENT 39% 53% 55% 55% 60% RELIGION BUSINESS MEDIA NGO’s GOVERNMENT

7. Ireland Trust in Institutions 2007

8. How does business fare?

9. Companies Have Positive Impact on Society NEGATIVE POSITIVE North America Latin America Asia POSITIVE POSITIVE NEGATIVE NEGATIVE Europe POSITIVE NEGATIVE

10. Companies Headquartered in Developed World Are More Trusted 77% 61% 57% 71% 71% 66% 68% 46% 44% 44% 41% 47% 77% 75% 72% 79% 47% Ranked on Developing 60% Developing Developed

11. Brand Trust In Overseas Markets Compared To Own Region EUROPEAN BRANDS US BRANDS Most US Brands Face Trust Discount Overseas Most European Brands Place Trust Premium Elsewhere

12. Technology is the Only Globally Trusted Industry 13 9 9 5 3 9 2 7 12 6 7 4 1 Russia 1 1 2 1 1 Technology 4 11 13 7 12 Entertainment 9 13 11 12 13 Media 10 12 10 13 11 Insurance 12 4 1 11 10 Energy 5 6 9 4 2 7 10 3 E.U. 5 8 7 8 5 11 3 4 China 8 2 6 3 9 7 10 5 Japan 5 8 Automotive 2 7 Telecommunications 7 5 Health care 10 4 Consumer packaged goods manufacturers 3 3 Banks 6 2 Biotech/ life sciences 7 5 Retail 13 9 Professional services India US Ranking

13. Ireland Trust in Sectors 2007

14. Trust in Irish Companies Among Different Nationalities

15. Ireland Trust in Companies by Country of Origin

16. Top Issues Companies Should Address 2) Global Warming 42% 1) Human Rights 57% 1) Global Warming 85% 2) Poverty 65% 1) Global Warming 63% 2) Human Rights 63% 1) Global Warming 77% 2) Poverty 59% 1) Poverty 63% 2) Human Rights 62% 1) Poverty 66% 2) Human Rights 44% 1) Poverty 53% 2) Security 50% 1) Global Warming 79% 2) Poverty 57% 1) Human Rights 70% 2) Poverty 56% 1) Poverty 71% 2) Global Warming 63% 1) Human Rights 71% 2) Global Warming 54% 1) Global Warming 65% 2) Human Rights 61% 1) Poverty 69% 2) Global Warming 53% 1) Poverty 71% 2) Human Rights 55% 1) Human Rights 68% 2) Poverty 63% 1) Human Rights 63% 2) Poverty 50% 1) Poverty 65% 2) Global Warming 57% 1) Human Rights 61% 2) Poverty 60%

17. When Trust Breaks Down…..

18. What Factors Undermine Trust in a Company in Ireland?

19. Ranked by North America People Take Action Against Companies They Do Not Trust

20. Ireland Actions Taken with Regard to Distrusted Companies

21. Building Trust Through Corporate Social Responsibility and employee engagement

22. Emotional: Socially Responsible Activities Employee Relations Rational: Quality of Products and Services Fair Prices Attentiveness to Customer Needs

23. Ranked on North America Company DNA contributes to Trust

24. Ireland Role of CSR

25. Ireland Building Trust among Employees

26. Outcome to Social Responsibility in Ireland

27. Communicating Trust Two Axes Emerging

29. Traditional ‘Vertical’ Media: Informed, Authoritative Coverage Still Valued Ranked by Developing 18% 14% 15% 20% 38% 30% 45% 42% 43% 51% 51% 20% 21% 26% 34% 38% 40% 43% 48% 50% 51% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Weblogs or blogs Corporate or product advertising Entertainment (movies & television programs) A company's own website Articles in newspapers Communications issued by companies News coverage on the radio Television news coverage Conversations with your friends and peers Articles in business magazines Stock or industry analyst reports Developing Developed 32% 57% 53% 49% 48% 54% 37% 27% 22% 21% 22% 47% 20% 14% 55% 37% 35% 39% 28% 15% 37% 16% 44% 18% 14% 51% 54% 41% 32% 44% 11% 33% 17%

30. Rise of Horizontal Media: “Person Like Yourself’ Highly Influential except in France Credible Information Source 39% 45% 53% 45% 46% 34% 30% 25% 15% 14% 13% 50% 24% 37% 42% 51% 48% 49% 43% 36% 16% 22% 21% 12% 11% 9% 44% 49% 39% 44% 43% 30% 36% 21% 12% 13% 33% 54% 45%

31. Ireland “A Person Like Me”

32. CEO 28% Academic 57% “ Someone like me” 68% Source: Edelman Annual Trust Barometer,

33. Ireland Credibility of Spokespersons Percentage saying “Extremely Credible” or “Very Credible”

34. Influencers: How Trust Is Activated and Communicated Brand Active Brand Passive Talk, Engage Listen, Watch Public Activists 27% Solo Actors 15% Uninvolved 30% Social Connectors 28% Global Trust Influencer Audiences Segmented by Brand Trust Actions and Communication Styles

35. TrustHolders: The Way Forward We profiled four trust influencer segments: TrustHolders We found that Trust has a personality Three segments have distinct orientations in how people form, share, and act on their trust in brands The “Uninvolveds” engage little beyond personal consumption How global institutions reach and relate to these TrustHolders is central to their success Public Activists Engage in outspoken public actions Social Networkers Share, seek, and value public opinions Solo Actors Take more passive or personal actions Uninvolved Opinion of brands not driven by trust reputation

36. TrustHolders Have Different Motivations Trust Influence Style Trust in Business Solo Actors 15% Observe, act individually Listen, share, seek Social Connectors 28% Highest Globally Public Activists 27% Vocalize, investigate, demonstrate Moderate Uninvolved 30% Consumption, not reputation driven Moderate Moderate Accounting scandal Quality Products/Services Large-scale layoffs Financial Performance Unethical labor practices Social Responsibility Defective Products Quality Products/Services Trust Busters Trust Builders

37. TrustHolders Differ In Media & Spokespeople Credible Spokespersons Media Corporate Implications TV news business magazines Peers, doctors Listen, engage Peers, experts, corporate Business magazines, brand advertising, analyst reports Sound business management Peers, own CEO, employees, experts TV news, business magazines, conversations, entertainment Be visible in community Peers, doctors Analyst reports, business magazines Mass market 15% 28% Globally 27% 30% Solo Actors Social Connectors Public Activists Uninvolved

39. Benchmark trust relative to: Sector Country Global brands Understand influencers and issues Quantify TrustHolders audiences % Decide local visible actions to raise trust Identify credible spokespeople and media Craft TrustHolder communication strategies Roadmap TRUST