The document provides results from Edelman's 2014 Trust Barometer global survey. Some key findings include: - Trust in business and NGOs remained stable year-over-year while trust in government and media decreased. NGOs were the most trusted institution in 20 of 27 countries. - The overall Trust Index declined slightly over the past year with major drops in trust in Poland, the US, and Mexico. Developing markets like the UAE, Indonesia and Australia saw increases in trust. - There was a 9 point difference in trust between the general population and more informed publics, with the latter having higher trust levels. - Trust in online search engines and social media as sources of

1. 2014
EDELMAN TRUST BAROMETER
GLOBAL 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. 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 Publics in 20country global total.

6. 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
6
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.

7. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
7
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.)

8. 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%
62%
61%
58%
51%
46%47%
40% 41%
37%
37%
N.A.
8
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%

9. 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.
9
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.

10. 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
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
10

11. 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.
11
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%

12. INDUSTRY
SECTOR
LEADERSHIP/
CEO TRUST
4
KEY FACTORS
SHAPE TRUST IN
BUSINESS
ENTERPRISE
TYPE
12
COUNTRY
OF ORIGIN
(HEADQUARTERS)

13. TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL
TRUST IN INDUSTRIES, 2009 VS. 2014
2009
2014
76%
TECHNOLOGY
58%
AUTOMOTIVE
56%
FOOD AND BEVERAGE
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
13
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.

14. 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
14
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%

15. TRUST IN INDUSTRY VERSUS ITS SECTORS
TRUST IN INDUSTRY SECTORS
FINANCIAL SERVICES
INDUSTRY
Banks
Credit cards /
Payments
Financial services
industry overall
FOOD & BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
52%
Food Industry
overall
63%
52%
Food service
62%
48%
47%
46%
Fast food
restaurants
15
57%
Energy industry
overall
56%
Utilities
54%
62%
Food and
beverage
manufacturers
Financial advisory
/ Asset
management
70%
Natural Gas
Food and
beverage retailers
Insurance
Renewables
61%
47%
Mining
50%
Oil
50%
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”.
(Top 4 Box, Trust) General Publics, 27-country global total.

16. 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%
16
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.

17. LOWER WESTERN TRUST IN COMPANIES HEADQUARTERED IN RUSSIA, INDIA AND
CHINA, WITH NO IMPROVEMENT IN PAST 5 YEARS
TRUST IN COMPANIES HEADQUARTERED IN…
CHINA
Global
36%
China
United States
United Kingdom
Global
76%
21%
31%
38%
Russia
United States
United Kingdom
France
25%
France
Germany
27%
Germany
17
INDIA
RUSSIA
42%
18%
21%
25%
18%
Global
35%
82%
India
United States
United Kingdom
France
Germany
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.
29%
32%
27%
23%

18. 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
18
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%

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 Publics, 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
PUBLICLY-TRADED
PRIVATELY-HELD
67%
70%
60%
ARE INNOVATIVE
66%
61%
65%
OFFER HIGH QUALITY PRODUCTS OR SERVICES
52%
55%
TOP LEADERSHIP
+1
+1
38%
39%
63%
63%
THINK LONG-TERM
46%
44%
-2
58%
54%
DELIVER CONSISTENT FINANCIAL RETURNS
20
+3
52%
53%
ACT RESPONSIBLY
HAVE TOO MUCH POLITICAL INFLUENCE
+4
+4
45%
49%
RESPONSIVE TO EMPLOYEES' NEEDS
+6
+4
50%
54%
RESPONSIVE TO SOCIETY'S NEEDS
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
+8
62%
ARE ENTREPRENEURIAL
ARE PHILANTHROPIC
+9
58%
RESPONSIVE TO CUSTOMERS' NEEDS
60%
43%
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 Publics, 27-country global total.
-4
-17

21. 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%
+15
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
62%
21
43%
36%
+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, 20country global total.
* Not tested in 2009

22. 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%
2013
2014
26%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
20%
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
22
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.

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 Publics, 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 Publics, 2024 country global total.

25. HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST
GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009
BUSINESS
70%
GOVERNMENT
60%
54%
58%
56%
58%
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 means
25 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

26. BUSINESS CONSISTENTLY TRUSTED MORE THAN GOVERNMENT
WESTERN (US, UK, FR, GER) TRUST IN GOVERNMENT AND BUSINESS SINCE 2003, 35-64 YEAR OLD INFORMED PUBLICS
BUSINESS
60%
GOVERNMENT
50%
51%
50%
46%
43%
42%
39%
40%
41%
39%
38%
35%
30%
36%
34%
31%
48%
42%
42%
39%
34%
36%
33%
38%
32%
29%
26%
20%
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
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
26 that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics, 35-64 in a 4-country total (US, UK, France and Germany)
2013
2014

27. TWO | The Intersection Between Business
and Government

28. 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
28 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.

29. 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
29 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

30. BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS
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
79%
The energy industry should be a more active participant in
the broader debate over [COUNTRY] energy policy
74%
65%
The food and beverage industry should be a more active
participant in the broader debate in [COUNTRY] over
solutions to food and nutrition policy issues
74%
89%
The financial services industry should be a more active
participant in the broader debate over the future of the
[COUNTRY] banking system
71% 47%
30 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.

31. THREE | Building Trust Through Context

32. 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
32
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

33. 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
Now tablestakes, in 2008
Operations were much higher
in importance for building trust.
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
33 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 Publics, 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 Publics, 27-country global total.

34. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS 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 behaviors...
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
34 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
Publics, 27-country global total.

35. NEGATIVE BEHAVIORS 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 behaviors...
…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
35 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 Publics, 27-country
global total.

36. 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%
36
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 Publics, 27-country global total.
TOTALS

37. 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
clearly and
transparently
37
Tells the truth,
Engages with
Is front and center Is personally involved Has an active media
regardless of how employees regularly during challenging in supporting local
presence
complex or
to discuss the state
times (product
charities and good
unpopular it is
of the business
recalls, lawsuits,
causes
etc.)
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?; Q254B261B. [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.

38. 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
38

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

40. 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
40
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

41. 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