2016 Edelman Trust Barometer Japan Results

1. Japan
2016 Edelman
Trust Barometer

2. Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64
‣ College educated
‣ In top 25% of household income per age group in each country
‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data
margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0
to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2

3. 51
28
17
13
9
7
34
6
17
6
6
9
Trust Matters in Japan
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Paid more
than wanted
Criticized companies
Sold shares
Shared negative
opinions
Disagreed with
others
Chose to buy products/services
Paid More
Recommended them to
a friend/colleague
Bought Shares
Shared positive
opinions
Defended
Company
General
Population
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or
no to each action. General Population, Japan, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to
companies that you do not trust? Please answer yes or no to each action. General Population, Japan, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
3

4. 1 State of Trust

5. 55 Global 60 Global
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
84 UAE
79 India
78 Indonesia
75 China
65 Singapore
64 Netherlands
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
59 Brazil
59 Mexico
56 Malaysia
53 Canada
52 Australia
52 France
52 U.S.
50 Germany
Trust Index:
Japan Continues to Lead
the World in Distrust
Average trust in institutions,
Informed Public, 2015 vs. 2016
2015 2016
Informed Public
trust up 5 points
Trusters from 22% in
2015 to 39% in 2016
Distrusters from 48%
in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
5
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.

6. 49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Trust Index:
General Population
Lags
Average trust in institutions,
Informed Public vs.
General Population, 2016
Nearly 6 in 10
countries are
distrusters among the
General Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
Informed
Public
General
Population
60 Global 50 Global
6
Trusters
Neutrals
Distrusters
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland

7. 51
48
45
41
55 53
47
42
63
57
51
48
67
63
57
51
Trust Rising Globally
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and General
Population, 27-country global total.
7
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3
2015 2016
+4 +5 +2 +1
General
Population
Informed
Public

8. 31
40
30 3634
43 38 39
29
48
31
4040 45 39 41
Trust Rising in Most Institutions in Japan
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and General
Population, Japan.
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
+11 -3 +8 +1
2015 2016
+3 +3 +8 +3
8

9. 51
30
37 37
29
40
37 37
31
34
51
25
32
45
40 41
24
27
39
36
39
2011 2012 2013 2014 2015 2016
53
47
52 53
48
45
40
44 45
40
43
2011 2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and General
Population, Japan.
9
Percent trust in the four institutions of government, business, media and NGOs, 2011 to 2016
48
36
43
40
31
39
33 34
38
30
38
NGO’s
Government
Media
Business
Japan Failed to Recover Trust after 3.11
Informed
Public
General
Population

10. 2 Trust
Inequality

11. 53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide Globally
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and Mass
Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
11
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
3-point increase
in trust inequality--
which jumps to a
5-point increase
among the GDP 5

12. A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
12
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10

13. Trust Index 2012 – 2016, percentage point change in the size of the
trust gap between Informed Public and Mass Population
An Accelerating Disparity
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and Mass
Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
13
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Global25
GDP5
France
U.K.
U.S.
Spain
Mexico
Singapore
S.Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
HongKong
Netherlands
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sweden
3
5
12
10
8 8
7
4 4 4
3 3 3 3
2 2
1 1
0 0
-2 -2
-3
-4 -4 -4
-5

14. 34
41
44
37
41
31
35
38
34
38
2012 2013 2014 2015 2016
Divide Less Significant in Japan
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and Mass
Population, Japan.
14
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
3pt
Gap
3pt
Gap

15. 50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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 Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest
of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
15
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents
17

16. 50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 34 34
36 36 37
39
45 46 47 49 49 49
57
64 64 65
69 70
74
81 83
Global
GDP5
Japan
France
Germany
U.K.
Australia
Italy
S.Korea
Netherlands
Sweden
Poland
HongKong
Canada
Russia
U.S.
Singapore
Turkey
Ireland
S.Africa
Spain
Malaysia
Mexico
Argentina
Brazil
China
UAE
Indonesia
Colombia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Japan Most Pessimistic for Future
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five
years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 16
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18

17. 3 Inversion of
Influence

18. Mass
Population
Global Inversion of Influence
18
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and Mass
Population, 28-country global total and Japan.
87%
of
population
38 Trust Index
13%
of
population
41 Trust Index
Informed
Public
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index

19. 71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
Clear Influence of Peer-Driven Media Globally
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search
engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social
Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279)
(Several times a week+) General Population, 28-country global total, question asked of half the sample. 19
Percent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
General
Population

20. 76
66
50
49
28
19
TV
Search
Newspapers
Social
Blogs
Magazines
No Believing Without Seeing in Japan
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search
engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social
Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279)
(Several times a week+) General Population, Japan, question asked of half the sample.
Percent who use each media source several times a week or more
General
Population
Most frequently used
media is about seeing
and believing
/validation
20

21. 38
28
26
20
16
14
17
14 13
44
28 27
25
22
19 19 19
15
Experts, Peers More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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)
General Population, Japan, question asked of half the sample.
Percent who rate each spokesperson as extremely/very credible
2015 2016
Technical
Expert
Academic
Expert
A person
like
yourself
CEO Employee Financial
Industry
Analyst
NGO
represent
ative
Board of
Directors
Employee and
Technical Expert
credibility
increased the most
General
Population
Government
official/
regulator
+6
21
+6

22. 4 An Opportunity
for Business

23. Increased Opportunity for Collaboration
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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 Public and General
Population, Japan.
23
Percent trust in the four institutions of, 2015 vs. 2016
Informed
Public
General
Population
2015 2016
Government, Media and NGO closing the gap on
Business’ lead on Trust
40
36
30 31
43
39 38 34
48
40
31 29
45
41 39 40
+11-3 +8+1
+3 +3 +8 +3
Business MediaGovernment NGOs

24. 48
40
31
29
45
41
39 40
50
32
34 35
40
36
30 31
43
39 38
34
45
29
36
30
Business MediaGovernment
Opportunity for Business to Lead the Collaboration
24
Percent trust, 2015 and 2016, and percent who trust each institution
to keep up with the changing times, 2016
Informed
Public
General
Population
Trust
2016
Trusted to
keep pace
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-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) Q441-444 Below is a list of
institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not
trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General
Population, Japan.
Business in the lead
Trust
2015
NGOs

25. 66 66 66
64
62 62
60 59
56
54
47
45
42
33
31 30 29
Canada
Sweden
Switzerland
Germany
Australia
U.K.
Japan
Netherlands
U.S.
France
Italy
Spain
SouthKorea
China
Brazil
India
Mexico
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. 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 nine-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 Population, 25-country global total.
25
Trust in companies headquartered in each country, and percentage
point change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3
4 Year
Trend
General
Population

26. 50%
Source: 2016 Edelman Trust Barometer Q26-Q422. 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 nine-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 Population, 27-country global total.
59
78 78 78 80
73 73
64
61
54
57
43
52 53
50
39
46 46
31
86
70
63
51 51 52
48 48
60
82 82 80 80 79
75 73
69
65
57 57 56
54 54
51
47 47 47
34
77
69
62
50 50 49
43 42
Global27
Brazil
UAE
Malaysia
India
Mexico
Singapore
Colombia
Turkey
Italy
Spain
Poland
China
SouthAfrica
Germany
Sweden
Ireland
Canada
US
SouthKorea
Indonesia
Argentina
HongKong
Australia
Russia
Netherlands
France
UK
Chinese Trust in Japanese Companies Rebounds;
Indonesia Falls
26
Percent trust in Japanese companies, 2015 vs. 2016
+6 -9+13 +8
General
Population
2015 2016
Increased or equal trust in Japanese Companies in 19 countries

27. 40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-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 Population, 25-country global total. *From 2012-2014, Pharma included as subsector(Q). **From 2012-
2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
General
Population
27

28. 35%
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Most Sectors Decline Except for Financial Services
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Japan.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 74% 67% 68% 63% 62% 12
Automotive 70% 66% 71% 62% 58% 12
Pharmaceutical 60% 58% 58% 54% 54% 6
Food & Beverage 64% 64% 56% 54% 52% 12
Telecommunications 59% 60% 60% 54% 52% 7
Consumer packaged goods 57% 56% 56% 51% 51% 6
Financial Services 39% 46% 42% 39% 47% 8
Energy 38% 49% 48% 44% 46% 8
General
Population
28

29. Expectation of Business to Solve Remains Consistent
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-
country global total and Japan, question asked of half the sample.
.
56% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
down from 57% in 2015
General
Population
29
80% agree
up from 74% in 2015

30. Differentiation in a Cynical World
30
Actions Values
Employee
Advocacy
Engagement

31. Actions
Differentiation in a Cynical World:

32. CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population. [‘CEOs do
too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are too focused on
short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total and Japan.
32
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
67%
57%
Positive
long-term impact
Job creation
Not Enough
57%
49%
General
Population
50%
29%
46%
58%

33. Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point
scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Japan, question asked of half the
sample.
33
Percent who agree that CEOs should be personally visible in discussing…
77%
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
67%
Financial
Results
General
Population

34. Purpose Impacts Trust
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which of the
following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Japan.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces economic
growth
Contributes to the
greater good
Helps me and my
family live a healthy life
Fails to contribute to
the greater good
Lacks economic growth
Does not help me and
my family live a healthy
or fulfilling life/Does not
have good leadership
49%
41%
30%
39%
22%
12%
General
Population
34

35. Values
Differentiation in a Cynical World:

36. Integrity 51 27 24
Exhibits highly ethical behaviors 50 24 26
Takes responsible actions to address an issue or crisis 53 33 20
Behaves in a way that is transparent and open 50 24 26
Engagement 49 24 25
Treats employees well 52 25 27
Listens to customer needs and feedback 50 25 25
Places customer ahead of profits 47 23 24
Communicates frequently and honestly on the state of their company 46 23 23
Products 45 33 12
Places a premium on offering high-quality products or services 48 34 14
Is focused on driving innovation and introducing new products/services/ideas 42 32 10
Purpose 40 25 15
Is dedicated to protecting and improving the environment 41 22 19
Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14
Ensures that the company addresses society's needs in its everyday business 43 26 17
Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9
Operations 37 28 9
Attracts and retains a highly regarded and widely admired top leadership team 40 29 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4
Manages the company in a way that delivers consistent financial returns 41 29 12
Leaders Seen As Underperforming
Importance vs. performance of 16 trust-building leadership attributes
%
Performance
%
Importance Gap
General
Population
36
Source: 2016 Edelman Trust Barometer.
Q462-478 How important is each of the
following attributes to building your trust
in CEOs? (Top 2 Box, Important) Q479-
495 Please rate CEOs on how well you
think they are performing on each of the
following attributes. Use a nine-point
scale where one means they are
“performing extremely poorly” and nine
means they are “performing extremely
well.” CEO questions use the same
scales as the business questions. (Top 2
Box, Performance) General Population,
28-country global total.

37. Integrity 41 7 34
Exhibits highly ethical behaviors 39 5 34
Takes responsible actions to address an issue or crisis 42 11 31
Behaves in a way that is transparent and open 41 5 36
Engagement 36 6 30
Treats employees well 43 6 37
Listens to customer needs and feedback 37 8 29
Places customer ahead of profits 31 7 24
Communicates frequently and honestly on the state of their company 32 4 28
Products 23 8 15
Places a premium on offering high quality products or services 26 10 16
Is focused on driving innovation and introducing new products/services/ideas 20 7 13
Purpose 19 7 12
Is dedicated to protecting and improving the environment 24 6 18
Ensures that the company creates programs that positively impact the local community in which it operates 16 5 11
Ensures that the company addresses society's needs in its everyday business 24 9 15
Ensures that the company partners with NGOs, government and third parties to address societal issues 14 6 8
Operations 19 7 13
Attracts and retains a highly-regarded and widely admired top leadership team 20 7 13
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 8 5 3
Manages the company in a way that delivers consistent financial returns 29 8 21
Leaders Seen As Underperforming
Source: 2016 Edelman Trust Barometer.
Q462-478 How important is each of the
following attributes to building your trust
in CEOs? (Top 2 Box, Important) Q479-
495 Please rate CEOs 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.” CEO
questions use the same scales as the
business questions. (Top 2 Box,
Performance) General Population,
Japan.
Importance vs. performance of 16 trust-building leadership attributes
General
Population
37
%
Performance
%
Importance Gap

38. Desired Leadership Qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top five in each region
38
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important
characteristics that make a CEO trustworthy. General Population, 28-country global total and Japan, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General Population, 10-
country global total.
Japan
Decisive 55%
Sincere 41%
Visionary 41%
Competent 26%
Honest 26%

39. 35%
47%
54%
59%
62%
65%
70%
79%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal
values
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-
point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total
and Japan, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with
employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their
business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population,
28-country global total and Japan, question asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
General
Population
39
both directly (86%)
and via media (75%)
CEOs must engage

40. Employee
Advocacy
Differentiation in a Cynical World:

41. 50%
65
60
40
48 48 50
54 55 56
57 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 79
83 85
89
Global
GDP5
Japan
Russia
France
Sweden
Australia
S.Korea
Poland
U.K.
Italy
HongKong
Ireland
Germany
Netherlands
Spain
Turkey
Canada
U.S.
S.Africa
Singapore
Malaysia
UAE
Indonesia
Brazil
Argentina
China
India
Colombia
Mexico
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do
what is right using a nine-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
Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
41
Percent who trust the company for which they work
TrustedNot Trusted
General
Population

42. 25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 a
company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs
ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product
development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total.
42
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson

43. Broad Spokesperson Base is Essential
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business
practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you
with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide
you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest
information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General
Population, Japan, question asked of half the sample.
43
Variety of Spokespeople needed to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
18 19
13 13
16
2020
17 18 18
25 24
21
24
32
21
24
2021
23
26
22
16
22
14
18
14
17
19
17
10 9 8
14
11
13

44. Employees at
companies NOT
engaged in societal
issues
Employees at
companies engaged
in societal issues
Employee Advocacy Increases
With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through programs or
relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-
point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Japan, question was asked of
half the sample. 44
Percent who agree with each statement, comparing those who work at companies
involved in addressing broader societal issues vs.
those who do not
35
31
38
43
46
41
51
Confidence in the future of the company
Recommend company as an employer
Recommend products and services to
others
Stay working for the company
Motivated to perform
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
24
32
23
25
27
29
21
75
73
69
68
65
60
56
General
Population
Level of Employee Advocacy/Commitment

45. Engagement
Differentiation in a Cynical World:

46. 58
53
44
63
46
2012 2013 2014 2015 2016
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-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) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting
of digital media than
general population
2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General
Population
46
Millennials Gap
66 3
58 0
58 5
51 5
51 7

47. Millennials Gap
41 1
34 0
32 2
30 3
24 0
42
34
30
27
24
2012 2013 2014 2015 2016
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-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) General Population and Millennials, Japan.
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed this to Search Engines.
**From 2012-2015, we included Hybrid media as a media type. In 2016, we changed this to Online-Only media.
Percent trust in each source for general news and information
2012 2013 2014 2015 2016
Search engines* 44 39 42 38 42
Traditional media 48 41 42 34 34
Online-only media** 35 31 35 31 30
Owned media 33 30 32 32 27
Social media 23 21 24 23 24
General
Population
47

48. 52
33
37
25 24
20
15
10 11 13
63
42
39
30
27
23
20 19
17
15
My friends
and family
Companies
that I use
An academic
expert
A company
CEO
A journalist Employees of
a company
Celebrities A well-known
online
personality
Companies
[brands] I
don’t use
Elected
officials
Friends and Family Most Trusted
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors
or content creators? General Population, Japan, question asked of half the sample.
48
Percent who trust information created by each author on social networking sites,
content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
General
Population
+11 +9 +9

49. Differentiation in a Cynical World
49
Actions Values
Employee
Advocacy
Engagement

50. Differentiation in a Cynical World
‣ Create societal impact in addition to profits through purposeful action
‣ Express your values through honest, ethical engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where they are, about what most
interests/concerns them
50

51. Thank You