1. 2014
EDELMAN TRUST BAROMETER
SINGAPORE RESULTS
LAUNCH PRESENTATION AT
SINGAPORE MANAGEMENT UNIVERSITY
JANUARY 28 2014

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. 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
CO-DEPENDENCE OF BUSINESS AND GOVERNMENT
RISING INFLUENCE OF NGOS

4. ONE | The State of Trust

5. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG
REGIONAL VARIATIONS; SINGAPORE STILL A TOP TRUSTER
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:





UAE (15 pts.)
Australia (14 pts.)
Germany (13 pts.)
France (13 pts.)
Sweden (13 pts.)

7. 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
7
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 Publics in 20country global total.

8. SINGAPORE CONTINUES TO TRUST GOVT MORE THAN BUSINESS; NGOS HOLD
THE CARDS
SINGAPORE TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
76%
75%
NGOS
24%
#1
2013
BUSINESS
24%
2013
8
36%
20%
2014
77%
71%
#3
82%
15%
2014
75%
#2
2013
2013
GOVERNMENT
2014
70%
22%
29%
70%
#4
20%
MEDIA
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.

9. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST
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%
62%
61%
58%
51%
47%
46%
40% 41%
37%
37%
N.A.
9
67%
63%62% 64%
63%
58%
56%
74%
70%
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.
50%
47%

10. 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.
10
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.

11. 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
11
26%
Newspapers
54%
21%
Television
47%
SOCIAL MEDIA
HYBRID MEDIA
FIRST SOURCE TO TURN TO FOR BREAKING
NEWS ABOUT BUSINESS
28%
25%
Online search
Television
45%
OWNED MEDIA
SOURCE USED TO CONFIRM/VALIDATE
INFORMATION BREAKING NEWS ABOUT
BUSINESS
36%
20%
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
11

12. SINGAPORE MOST TRUSTING OF TRADITIONAL MEDIA
TRADITIONAL MEDIA STILL MOST TRUSTED SOURCE OF INFORMATION WITHIN SINGAPORE
Global
APAC
Singapore
79%
78%
72%
65%
68%
73%
SEA
74%
65% 67%
65%
70%
57%
54%
47%
ONLINE SEARCH ENGINES
12
TRADITIONAL MEDIA
HYBRID MEDIA
61%
54% 52%
52%
60%
45%
SOCIAL 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.
OWNED MEDIA

13. TRUST IN BUSINESS STABILIZES; DEVELOPING MARKETS SOAR, SINGAPOREAN TRUST
FALTERS
TRUST IN BUSINESS, 2013 VS. 2014
2013
2014
HIGHER TRUST IN 12 COUNTRIES
82%
82%
63%65%
64%
62%
58%
52% 53%
45%
39%
40%
61%
58%
56%
56%
58%
54%
51%
49%
48%
73%
71%
62%
58%
57%
48%
77%
74%
70%
63%
59%
82%
81%
79%
77%
74%
72%
58%58%
LOWER/EQUAL TRUST IN 15 COUNTRIES
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 Publics, 20-country global total.
60%
56%
56%
50%
49%
45%
45%

14. TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL, INCREASE FOR CONSUMER
HEALTH AND CHEMICALS
TRUST IN INDUSTRIES, 2013 VS. 2014 - SINGAPORE
2014
2013
83%
TECHNOLOGY
CONSUMER ELECTRONICS
MANUFACTURING
78%
76%
FOOD AND BEVERAGE
81%
AUTOMOTIVE
CONSUMER PACKAGED GOODS
CONSUMER HEALTH COMPANIES
75%
72%
78%
TELECOMMUNICATIONS
ENERGY
72%
76%
PHARMACEUTICALS
BANKS
CHEMICALS
BREWING AND SPIRITS
FINANCIAL SERVICES
ENTERTAINMENT
MEDIA
14
72%
68%
74%
63%
69%
67%
2013 vs.
2014
86%
TECHNOLOGY
+3
CONSUMER ELECTRONICS
MANUFACTURING
82%
+4
FOOD AND BEVERAGE
80%
+4
AUTOMOTIVE
78%
-3
CONSUMER PACKAGED GOODS
78%
+3
CONSUMER HEALTH COMPANIES
78%
+6
TELECOMMUNICATIONS
77%
-1
ENERGY
76%
+4
PHARMACEUTICALS
75%
-1
BANKS
74%
+2
CHEMICALS
74%
+6
BREWING AND SPIRITS
69%
-5
FINANCIAL SERVICES
68%
+5
ENTERTAINMENT
67%
-2
MEDIA
66%
-1
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.

15. THE TOP THREE AND BOTTOM THREE MARKETS FOR TRUST IN FINANCIAL SERVICES,
FOOD & BEVERAGE AND ENERGY INDUSTRIES
LEVELS OF TRUST IN INDUSTRY – TOP THREE & BOTTOM THREE COUNTRIES
FINANCIAL SERVICES
INDUSTRY
FOOD & BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
China
76%
India
79%
India
81%
Indonesia
74%
Mexico
76%
China
78%
UAE
76%
UAE
76%
India
70%
Spain
Turkey
43%
Germany
36%
Ireland
23%
Russia
43%
Sweden
36%
Germany
15
24%
23%
Poland
42%
U.K.
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
31%

16. SINGAPORE LESS TRUSTING OF BRIC-BASED COMPANIES
SINGAPORE TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
87%
86%
84%
TRUSTED
84%
84%
80%
79%
77%
76%
72%
61%
57%
48%
42%
16
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.
39%
37%
36%

17. APPROXIMATELY TWO-THIRDS OF DEVELOPED MARKET RESPONDENTS REJECT DOMESTIC INVESTMENT
FROM COMPANIES BASED IN ANY GIVEN BRIC MARKET
HOW MUCH DO YOU TRUST A COMPANY BASED IN [BRIC MARKET] TO...
Data from the 2013 Trust Barometer:
Emerging Markets Supplement
BUY A COMPANY IN YOUR COUNTRY
34%
China
38%
India
40%
Brazil
30%
Russia
63%
60%
60%
62%
BUY A MINORITY SHARE IN A
COMPANY IN YOUR COUNTRY
China
India
36%
41%
43%
Brazil
Russia
33%
63%
62%
63%
63%
MAKE A MAJOR INVESTMENT IN A
NEW PLANT OR OFFICE IN YOUR
COUNTRY
China
Developed Markets (U.S., U.K., Germany, France)
India
Emerging Markets (China, India, Indonesia, Mexico, South
Africa)
Brazil
Russia
17
38%
Q9. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to
do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics Ages 25-64 in 9-country total (U.S., U.K., Germany, France, China, India,
Indonesia, Mexico, South Africa; 600 respondents per country, n. 5,400)
40%
43%
34%
65%
63%
63%
63%

18. SINGAPORE AND SEA TRUST RELATIVELY HIGH IN FAMILY-OWNED AND STATEOWNED, UNLIKE REST OF APAC
SINGAPORE TRUST IN DIFFERENT TYPES OF BUSINESSES
Global
APAC
Singapore
SEA
81%
71%
68%
71%
62%
74% 75%
74%
68%
65% 67%
81%
63%
73%
62% 62% 64%
74%
73% 72%
63%
61%
67%
54%
FAMILY-OWNED
18
SMALL- AND MEDIUMSIZED
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.
STATE-OWNED

19. HIGHER LEVEL OF TRUST FOR ACADEMIC, EXPERTS AND NGOS AS SPOKESPEOPLE
CREDIBILITY OF SPOKESPEOPLE, 2013 VS. 2014 - SINGAPORE
2013
2014
69%
ACADEMIC OR EXPERT
TECHNICAL EXPERT IN THE
COMPANY
65%
60%
A PERSON LIKE YOURSELF
2013 vs.
2014
ACADEMIC OR EXPERT
70%
+1
TECHNICAL EXPERT IN THE
COMPANY
69%
+4
58%
A PERSON LIKE YOURSELF
55%
-2
+1
NGO REPRESENTATIVE
54%
NGO REPRESENTATIVE
GOVERNMENT OFFICIAL OR
REGULATOR
56%
GOVERNMENT OFFICIAL OR
REGULATOR
52%
-4
FINANCIAL OR INDUSTRY ANALYST
57%
FINANCIAL OR INDUSTRY
ANALYST
51%
-6
CEO
51%
-3
54%
CEO
46%
BOARD OF DIRECTORS
59%
*SUCCESSFUL ENTREPRENEUR
50%
REGULAR EMPLOYEE
BLOGGER
26%
45%
BOARD OF DIRECTORS
*ENTREPRENEUR
42%
-17
REGULAR EMPLOYEE
40%
-10
BLOGGER
23%
*Changed from “Successful Entrepreneur” in 2013
19
-1
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.
-3

20. 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%
63%
60%
57%
56%
53%
53%
48%
45%47%
44%
60%
65%
63%
43%
40%
43%
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.
20
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 Publics, 20-country global total.

21. GOVERNMENT LEADERS IN SINGAPORE MORE TRUSTED THAN GLOBAL PEERS
SINGAPORE TRUST IN GOVERNMENT LEADERS TO DO THE FOLLOWING
2013 Singapore
2014 Singapore
2014 Global
GOVERNMENT LEADERS
28%
33%
26%
16%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
21
33%
23%
15%
MAKE ETHICAL AND MORAL
DECISIONS
29%
26%
15%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
32%
13%
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.

22. TWO | The Intersection Between Business
and Government

23. 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%
Government Regulation of
Business
Government Regulation of
Financial Services Industry
17%
12%
Government Regulation of Government Regulation of
the Energy Industry
the 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 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 comes to government
23 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, 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 Publics, 27-country global total.

24. SINGAPOREANS VIEW GOVERNMENT’S ROLE TO REGULATE BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - SINGAPORE
Global
27-Country
28% 26% 28%
23%
Singapore
28%
22%
21%
SEA
27%
16%
18%
22%
16%
4% 4% 3%
PROTECT CONSUMERS REGULATE BUSINESS BUILD INFRASTRUCTURE
FROM IRRESPONSIBLE ACTIVITIES TO ENSURE THAT PROMOTES AND
BUSINESS PRACTICES
COMPANIES ARE
FACILITATES BUSINESS
BEHAVING
OPPORTUNITIES
RESPONSIBLY
24
5% 4% 3%
WORK TO ENSURE FREE GIVE OR LOAN MONEY TO GOVERNMENT SHOULD
MARKET ACCESS AND
BUSINESS WHEN IT
NOT PLAY A ROLE IN
OPEN COMPETITION
EXPERIENCES
BUSINESS
WITHIN INDUSTRIES
FINANCIAL CRISIS
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
1% 1% 1%
DON'T KNOW

25. BUT BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - SINGAPORE
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
84%
The energy industry should be a more active participant in
the broader debate over SINGAPORE energy policy
80%
The food and beverage industry should be a more active
participant in the broader debate in SINGAPORE over
solutions to food and nutrition policy issues
80%
The financial services industry should be a more active
participant in the broader debate over the future of the
SINGAPORE banking system
79%
25
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

26. THREE | Building Trust Through Context

27. 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
27
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

28. BUSINESSES CAN DO MORE TO BUILD ENGAGEMENT AND INTEGRITY
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – SINGAPORE
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
PURPOSE
OPERATIONS
LISTENS TO CUSTOMERS
IMPORTANCE
PERFORMANCE
48%
23%
HIGH QUALITY PRODUCTS
ACTS RESPONSIBLY IN CRISIS
22%
TRANSPARENT & OPEN
POSITIVELY IMPACTS COMMUNITY
ADMIRED TOP LEADERSHIP
44%
42%
20%
38%
21%
35%
19%
18%
INNOVATOR
TOP GLOBAL COMPANY
PARTNERS WITH NGOS
20%
16%
-22
-17
-16
-13
-14
32%
22%
-21
33%
19%
ADDRESSES SOCIETY'S NEEDS
-24
33%
20%
CONSISTENT FINANCIAL RETURNS
-26
45%
23%
PROTECTS ENVIRONMENT
-24
46%
21%
COMMUNICATES OFTEN
-26
46%
20%
CUSTOMERS BEFORE PROFITS
-24
47%
21%
IS ETHICAL
-25
47%
23%
TREATS EMPLOYEES WELL
28
Gap
-14
29%
-7
29%
-9
28%
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; Q114129. 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.
-12

29. 29

30. DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING: SINGAPORE
COMPANY'S CEO
COMPANY'S EMPLOYEE
ACTIVIST CONSUMER
ACADEMIC
MEDIA SPOKESPERSON
50%
46%
42%
40%
38%
35%
31%
31%
30%
31%
34%
32%
34%
32%
27%
23%
23%
19%
17%
19%
18%
23%
20%
21% 21%
18%
18%
15%
13%
10%
ENGAGEMENT
30
INTEGRITY
PRODUCTS &
SERVICES
PURPOSE
OPERATIONS
Q197-201(Singapore). 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

31. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - SINGAPORE
84%
82%
79%
78%
74%
61%
Communicates clearly
and transparently
31
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
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.

32. BASELINE COMMUNICATION IMPERATIVES
Align
Collaborate
Engage NGOs as a reason to believe attributes like
ethics, environment transparency and crisis
responsiveness. Enable earned and traditional
media to amplify online
Evaluate
32
Align communications with credible spokespeople
and influencers including academics, technical
experts and a “person like yourself”. Enhance your
leaders’ roles.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

33. 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