1. Trust and Purpose 21 June 2011

2. Methodology PSB completed 3,161 online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.* In Italy, PSB completed 333 interviews. *Estonia and Portugal is not weighted due to low base size; not all questions are asked in Portugal 2

3. Where is the trust? While trust in business is not high, it is higher than among media, central government and religious leaders; central government is the least trusted of all Trust in business varies enormously and depends on a combination of factors: Provenance: people trust local companies the most, national a little less and international least of all. Europeans favour doing businesses with companies from America, Japan and Australia over BRICs Core values: honesty and trustworthiness, good value and treatment of employees remain more important reputation builders than community and environmental credentials Sector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly, are less trusted that computer and food and beverage companies In general, Europeans are cynical about the motivations of businesses and CEOs believing them to be more motivated by personal gain and profits than a desire to help society 3

4. Where is the trust? People prefer to seek out information about companies when they want it – through Google searches or traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel companies only communicate to sell them things. The priorities of consumers and employees have more in common than might be expected: although employees do prioritise paying employees a fair wage over quality products and services 4

5. Top of mind in 2011 5

6. Protests in 2011 6

7. The economic crisis needs no translation In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response) 7

8. Bonuses, the crisis and golden parachutes have undercut trust in CEOs In the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response) 8

9. Large corporations are seen to be motivated by money, profit and greed When you think of large corporations, what is the first word that comes to mind? (Open-end response) 9

10. Trust in Companies and Organisations 10

12. Overall, trust is very low towards CEOs and government Compared to two years ago, are you more or less trusting of..? (Ranked by Italy, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] ) 12

15. Trust for the BRIC countries is very low, though South Korea is lowestThinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing among Italy, European average shown in parenthesis) 14

19. Treating employees fairly is less of a concern in Italy, compared to the rest of Europe. Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Italy) 17

20. Being honest & trustworthy and having useful products & services are important in Italy Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Italy) 18

21. CEOs 19

23. Employee and consumer viewpoint 21

25. Treating employees well is less of a concern in Italy compared to the rest of EuropeEur. Avg. Italy Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale, Showing top ten ranked by Italy Consumer) 22

26. The desires of consumers and employees are not as disparate as might be expected Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Italy Consumer) 23

27. The desires of consumers and employees are not as disparate as might be expected Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Italy Consumer) 24

30. Consumers say they would rather pay more for products and services that are produced responsibly and fairlyWhich of the following is closer to your view? 26

33. Around two-thirds feel that corporations and their spokespersons are dishonestWhich of the following is closer to your view? 28

34. Information 29

37. Word of mouth is a significantly less trusted channel in Italy compared to the rest of EuropeHow trusting would you be if a company was to use the following channels to engage with you?(Showing % ‘Very trusting’ on four-point scale of ‘Very trusting’ to ‘Not at all trusting’, ranked by Italy) 31

39. But feel that companies only contact people to sell them something… Eur. Avg Italy Thinking about how companies communicate with you. How much would you say the following applies? (Showing ‘Applies a lot / Applies somewhat’ on a four-point scale, ranked by Italy combined score) 33

41. THANK YOU! 35