1. 2014
EDELMAN TRUST BAROMETER
JAPAN 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
• In top 25% of household
income per age group in each
country
GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+
• 3 years in 25+ markets
2
Indicates Global Data
• Report significant media
consumption and engagement
in business news and public
policy
• 14 years of data
Indicates Japan 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. GLOBALLY NGOS MOST TRUSTED, GOVERNMENT LEAST TRUSTED
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. IN JAPAN BUSINESS MOST TRUSTED, GOVERNMENT MOST IMPROVED
TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 – JAPAN
TOTAL TRUST
TRUST A GREAT DEAL
53%
52%
BUSINESS
8%
#1
2013
43%
MEDIA
6%
2013
6
32%
8%
2014
#3
45%
40%
9%
2014
7%
#2
2013
37%
6%
2013
8%
GOVERNMENT
2014
#4
37%
5%
NGOS
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.

7. JAPAN REMAINS SCEPTICAL BUT SOME OTHERS NOW MORE SCEPTICAL
2013
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
7
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.

8. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
8
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.)

9. TRUST IN GOVERNMENT AND BUSINESS IMPROVING AFTER PLUMMETING POST
EARTHQUAKE
TRUST IN THE FOUR INSTITUTIONS SINCE 2008 – JAPAN
NGOs
Media
80%
Business
Government
70%
61%
63%
57%
60%
53%
50%
50%
44%
45%
40%
49%
42%
41%
51%
42%
51%
52%
47%
43%
48%
39%
36%
45%
37%
40%
37%
30%
36%
30%
32%
25%
20%
2008
9
53%
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

10. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT GLOBALLY, JAPAN BUCKS THE
TREND
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.
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.
10
50%
45%
41%
42%
33%34%
32%
58%
54%

11. BUT INTENSITY OF TRUST REMAINS LOW
TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 – JAPAN
TOTAL TRUST
TRUST A GREAT DEAL
53%
52%
BUSINESS
8%
#1
2013
43%
MEDIA
6%
2013
11
32%
8%
2014
#3
45%
40%
9%
2014
7%
#2
2013
37%
6%
2013
8%
GOVERNMENT
2014
#4
37%
5%
NGOS
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.

12. 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.
12
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.

13. SEARCH TRUMPS TRADITIONAL MEDIA AS SOURCE OF INFORMATION
LEVELS OF TRUST IN SOURCES OF INFORMATION - JAPAN
44%
42%
ONLINE SEARCH ENGINES
34%
HYBRID MEDIA
TRADITIONAL MEDIA
FIRST SOURCE TO TURN TO FOR GENERAL
BUSINESS INFORMATION
42%
FIRST SOURCE TO TURN TO FOR BREAKING
NEWS ABOUT BUSINESS
Online search
Television
23%
23%
Online search
Newspapers
SOCIAL MEDIA
SOURCE USED TO CONFIRM/VALIDATE
INFORMATION BREAKING NEWS ABOUT
BUSINESS
39%
26%
17%
Newspapers
OWNED MEDIA
38%
30%
Television
31%
31%
11%
Online search
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; 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
13
Television

14. GLOBALLY NGOS ARE MOST TRUSTED, JAPAN NGOS MUCH WORK TO DO
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.
14
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%

15. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED,
DEVELOPING MARKETS SOAR, JAPAN BARELY TRUSTING
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.
15
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%

16. INDUSTRY
SECTOR
LEADERSHIP/
CEO TRUST
4
KEY FACTORS
SHAPE TRUST IN
BUSINESS
ENTERPRISE
TYPE
16
COUNTRY
OF ORIGIN
(HEADQUARTERS)

17. MANUFACTURING INDUSTRIES REMAIN MOST TRUSTED
TRUST IN INDUSTRIES, 2013 VS. 2014 - JAPAN
2014
2013
70%
AUTOMOTIVE
73%
TECHNOLOGY
59%
TELECOMMUNICATIONS
65%
PHARMACEUTICALS
74%
AUTOMOTIVE
71%
TECHNOLOGY
+4
-2
TELECOMMUNICATIONS
65%
+6
PHARMACEUTICALS
64%
-1
FOOD AND BEVERAGE
67%
FOOD AND BEVERAGE
60%
-7
BREWING AND SPIRITS
66%
BREWING AND SPIRITS
60%
-6
CONSUMER PACKAGED GOODS
64%
CONSUMER PACKAGED GOODS
60%
BANKS
ENERGY
49%
52%
FINANCIAL SERVICES
MEDIA
17
38%
54%
52%
BANKS
ENERGY
FINANCIAL SERVICES
MEDIA
-10
-8
45%
42%
33%
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.
-4
-10
-5

18. DISPARITY OF TRUST WITHIN INDUSTRY SECTORS
TRUST IN INDUSTRY SECTORS – JAPAN
FINANCIAL SERVICES
INDUSTRY
Credit cards /
Payments
53%
Banks
Insurance
Financial services
industry overall
Financial advisory /
Asset management
18
FOOD & BEVERAGE
INDUSTRY
49%
42%
42%
29%
ENERGY
INDUSTRY
Food Industry
overall
Food and
beverage retailers
Food and
beverage
manufacturers
56%
Renewables
Natural Gas
49%
61%
58%
Mining
54%
Oil
52%
Utilities
51%
Energy industry
overall
48%
48%
Food service
39%
Fast food
restaurants
37%
Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.

19. JAPAN’S COMPANIES CONTINUE TO BE AMONG WORLD’S MOST TRUSTED
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
80%
79%
79%
TRUSTED
78%
75%
74%
71%
68%
67%
55%
50%
54%
53%
42%
19
38%
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.
36%
35%
34%

20. JAPAN’S TRUST IN ITS OWN REBOUNDS BUT TRUST IN SELECTED OTHERS ALSO
IMPROVES
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - JAPAN
2013
2014
+9
80%
+3
71%
+4
-3
-4
70%
67%
65%
61%
63%
61%
+3
63%
60%
61% 60%
-8
61%
57%
54%
+8
55%
51%
50%
47%
+5
40%
-4
+3
33%
32%
28%
29%
25%
+3
-7
24% 23%
20%
17%
17%
14%
16%
9%
3% 2%
20
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 Ages 25-64 in Japan

21. TRUST PROFILE SUPPORTS JAPANESE COMPANIES GLOBAL EXPANSION
TRUST IN JAPANESE COMPANIES INCREASED IN 24 OF THE 26 COUNTRIES
HOW MUCH DO YOU TRUST GLOBAL COMPANIES HEADQUARTERED IN JAPAN?
2013
2014
+ 18
+4
+8
96%
95%
+8
+5
+ 8 + 11
94%
92%
90%
86%
82%
89%
88%
89% 88%
87%
84%
84%
84%
81%
80%
80%
77%
+ 5 + 11
+ 12
75%
72%
67%
73%
70%
72%
71％
69%
66%
68%
62%
67%
61%
56%
+9
+6 +7
78%
+5
67% 65%
66%
66% 65%
65%
60%
57%
63% 62%
60%
58%
51%
50%
54% +
4
41%
37%
21
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 Japan 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 Ages 25-64

22. BIG BUSINESS AND PUBLIC COMPANIES MOST TRUSTED IN JAPAN
TRUST IN DIFFERENT TYPES OF BUSINESSES – JAPAN
Global
APAC
Japan
74%
71%
68%
62%
65%
63%
73%
59%
62% 62%
63%
61%
54%
54%
42%
40%
31%
25%
FAMILY-OWNED
22
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

23. LACK OF ENTREPRENEURIALISM AND INNOVATION IN BIG BUSINESS;
COMPLIANCE AND TRANSPARENCY ISSUES IN PRIVATELY OWNED COMPANIES
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - JAPAN
PUBLICLY-TRADED
+17
35%
ARE ENTREPRENEURIAL
52%
+6
38%
ARE INNOVATIVE
44%
61%
RESPONSIVE TO CUSTOMERS' NEEDS
50%
44%
28%
-14
51%
TOP LEADERSHIP
37%
-14
43%
RESPONSIVE TO EMPLOYEES' NEEDS
29%
-19
57%
ARE PHILANTHROPIC
38%
-20
54%
ACT RESPONSIBLY
34%
64%
-21
64%
OFFER HIGH QUALITY PRODUCTS OR SERVICES
-32
43%
THINK LONG-TERM
32%
65%
DELIVER CONSISTENT FINANCIAL RETURNS
23
-13
41%
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
-11
-13
57%
RESPONSIVE TO SOCIETY'S NEEDS
HAVE TOO MUCH POLITICAL INFLUENCE
Gap
PRIVATELY-HELD
26%
59%
17%
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.
-39
-42

24. TECHNICAL EXPERT MOST TRUSTED SPOKESPERSON
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - JAPAN
2014
2013
TECHNICAL EXPERT
IN THE COMPANY
37%
ACADEMIC OR
EXPERT
33%
A PERSON LIKE
YOURSELF
CEO
REGULAR EMPLOYEE
31%
22%
18%
TECHNICAL EXPERT
IN THE COMPANY
35%
-2
ACADEMIC OR
EXPERT
29%
-4
A PERSON LIKE
YOURSELF
28%
-3
21%
CEO
-1
17%
REGULAR EMPLOYEE
-1
GOVERNMENT
OFFICIAL OR
REGULATOR
15%
GOVERNMENT
OFFICIAL OR
REGULATOR
15%
0
FINANCIAL OR
INDUSTRY ANALYST
15%
FINANCIAL OR
INDUSTRY ANALYST
14%
-1
NGO
REPRESENTATIVE
BLOGGER
24
20%
12%
NGO
REPRESENTATIVE
BLOGGER
12%
6%
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.
-8
-6

25. BUT TRUST IN ALL SPOKESPEOPLE EXTREMELY LOW
CREDIBILITY OF SPOKESPEOPLE SINCE 2008 – JAPAN
A technical expert within the company, such as an engineer or scientist
An academic or expert on that company's industry or issues.
CEO
A person like yourself
A government official or regulator
A regular employee of a company
0.8
73%
69%
70%
0.7
67%
65%
63%
0.6
51%
53%
59%
0.5
40%
0.4
39%
42%
37%
39%
34%
34%
29%
0.3
24%
32%
24%
24%
25%
0.2
22%
21%
16%
0.1
35%
33%
31%
18%
22%
15%
29%
28%
21%
17%
15%
8%
0
2008
2009
2010
2011
2012
2013
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
25 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in Japan
2014

26. CREDIBILITY OF BUSINESS LEADERS HIGHER THAN GOVERNMENT LEADERS
TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING – JAPAN
BUSINESS LEADERS
31%
2013
2014
34%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
28%
31%
MAKE ETHICAL AND MORAL
DECISIONS
35%
34%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
GOVERNMENT LEADERS
16%
15%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
26
30%
27%
SOLVE SOCIAL OR SOCIETAL
ISSUES
2013
2014
14%
17%
MAKE ETHICAL AND MORAL
DECISIONS
18%
20%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
16%
17%
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. 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, 2027 country global total.

28. BUSINESS AND GOVERNMENT IN JAPAN MAKING EFFORTS TO REVERSE TRUST DEFICIT
TRUST IN GOVERNMENT AND BUSINESS SINCE 2009 - JAPAN
BUSINESS
70%
GOVERNMENT
63%
60%
57%
53%
50%
40%
51%
41%
52%
47%
53%
45%
42%
30%
32%
25%
20%
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
28 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.
2014

29. TWO | The Intersection Between Business
and Government

30. MORE GOVERNMENT REGULATION OF SCANDAL-RIDDEN INDUSTRIES DESIRED
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - JAPAN
Not Enough
Too Much
38%
37%
29%
26%
23%
16%
Government Regulation of
Business
12%
Government Regulation of
Financial Services Industry
10%
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. 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. Q263. When it comes to government regulation of the energy industry, do you think
30 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. 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.

31. PROTECTING CONSUMERS MOST IMPORTANT FOR JAPANESE STAKEHOLDERS
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - JAPAN
27%
25%
21%
18%
2%
2%
PROTECT CONSUMERS REGULATE BUSINESS WORK TO ENSURE
BUILD
GIVE OR LOAN MONEY GOVERNMENT SHOULD
FROM IRRESPONSIBLE ACTIVITIES TO ENSURE FREE MARKET ACCESS INFRASTRUCTURE TO BUSINESS WHEN IT NOT PLAY A ROLE IN
BUSINESS PRACTICES COMPANIES ARE
AND OPEN
THAT PROMOTES AND
EXPERIENCES
BUSINESS
BEHAVING
COMPETITION WITHIN
FACILITATES
FINANCIAL CRISIS
RESPONSIBLY
INDUSTRIES
BUSINESS
OPPORTUNITIES
31
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
5%
DON'T KNOW

32. JAPANESE HAPPY TO LEAVE FRAMING OF REGULATIONS TO BUREAUCRATS
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS – JAPAN VS. GLOBAL
The energy industry should be a more active participant in the
broader debate over energy policy
62% 74%
The food and beverage industry should be a more active
participant in the broader debate over solutions to food and
nutrition policy issues
61% 74%
The financial services industry should be a more active
participant in the broader debate over the future of the
banking system
55% 71%
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
45% 79%
32
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

33. THREE | Building Trust Through Context

34. 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
34
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

35. 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
35 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.

36. INTEGRITY AND ENGAGEMENT MOST IMPORTANT
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - JAPAN
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
PURPOSE
OPERATIONS
ACTS RESPONSIBLY IN CRISIS
7%
TRANSPARENT & OPEN
Gap
50%
IMPORTANCE
PERFORMANCE
7%
HIGH QUALITY PRODUCTS
46%
COMMUNICATES OFTEN
6%
IS ETHICAL
34%
PROTECTS ENVIRONMENT
ADDRESSES SOCIETY'S NEEDS
32%
6%
6%
5%
INNOVATOR
POSITIVELY IMPACTS COMMUNITY
CONSISTENT FINANCIAL RETURNS
4%
-26
24%
23%
22%
6%
4%
-26
-25
25%
8%
PARTNERS WITH THIRD PARTIES
-29
31%
5%
ADMIRED TOP LEADERSHIP
-36
31%
5%
TOP GLOBAL COMPANY
-38
42%
5%
CUSTOMERS BEFORE PROFITS
-36
44%
6%
-32
44%
8%
LOOKS AFTER EMPLOYEES
-39
44%
12%
LISTENS TO CUSTOMERS
-43
18%
16%
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, 2736 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.
-20
-19
-15
-16
-14
-12

37. CUSTOMER DATA TOP OF MIND FOR JAPANESE STAKEHOLDERS
BEHAVIORS IMPORTANT TO BUILDING TRUST - JAPAN
PROTECTS CUSTOMER DATA
80%
PAYS APPROPRIATE LEVEL OF TAX
78%
RESPECTS EMPLOYEE RIGHTS
76%
IS COMMITTED TO ENSURING QUALITY CONTROL IN ITS PRODUCTS,
SERVICES OR IDEAS
76%
ACTS WITH RESPONSIBILITY TOWARD SUPPLY CHAIN MANAGEMENT
75%
ADHERES TO INTELLECTUAL PROPERTY PROTECTION STANDARDS
74%
USES R&D TO DEVELOP INTELLECTUAL PROPERTY SUCH AS PATENTS,
PRODUCTS AND IDEAS
71%
IS INVOLVED IN SUPPORTING LOCAL CHARITIES AND GOOD CAUSES
65%
EMPLOYS A DIVERSE WORKFORCE THAT REFLECTS THE MIX OF
PEOPLE OF DIFFERENT BACKGROUNDS WHO LIVE IN THAT COUNTRY
PUBLISHES CSR REPORTS GIVING COMPANY'S PROGRESS ON
CORPORATE SOCIAL RESPONSIBILITIES
64%
63%
MAINTAINS INDEPENDENCE FROM THE STATE
HAS TOP LEADERSHIP VISIBLE IN THE MEDIA
59%
39%
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
37 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

38. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES - JAPAN VS. GLOBAL
Japan
82%
79%
81% 82%
Global
81% 81%
80%
73%
63%
69%
53%
34%
Is front and center during Communicates clearly Tells the truth, regardless Engages with employees Is personally involved in
challenging times
and transparently
of how complex or
regularly to discuss the supporting local charities
(product recalls, lawsuits,
unpopular it is
state of the business
and good causes
etc.)
38
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box,
Total Important) Informed Publics.
Has an active media
presence

39. TO FURTHER IMPROVE TRUST JAPANESE INSTITUTIONS NEED TO:
Participate
Advocate
Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.
Evaluate
39
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

40. LESSONS FOR LEADERS
Distrust and skepticism remain a fundamental part of the
Trust profile in Japan
Leaders must adopt a more transparent and consistent
communication approach using multiple spokespeople
and multiple channels
Trust in Japanese companies supports international
expansion but role of CEO needs to evolve to meet
international expectations
Optimization of content and information for search and
visual increasingly important
40

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