1. 2014
EDELMAN TRUST
BAROMETER
GLOBAL RESULTS

2. EDELMAN’S 14TH ANNUAL SURVEY
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents
GLOBAL
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
• 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
2

3. EDELMAN TRUST BAROMETER IN
RETROSPECT
2014
BUSINESS TO LEAD THE DEBATE FOR CHANGE
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
RISING INFLUENCE OF NGOS
3

4. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS –
LEVELS OF TRUST IN INDONESIA HAVE INCREASED
DISTRUSTERS
NEUTRAL
TRUSTERS
A +10 pts. trust rise
for Indonesia since
last year
2013
2014
GLOBAL
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.
4

5. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED
PUBLIC – A 10 POINT GAP IN INDONESIA ALSO
2014
2014
TRUSTERS
GLOBAL
DISTRUSTERS
NEUTRAL
Why the big
global
difference
from informed
to general
public?
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.)
5

6. 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
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

7. 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%
63%
60%
53%
53%
48%
44%
65%
63%
60%
57%
43%
40%
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.
7
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.

8. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING
MARKETS SOAR – INDONESIA SEES HIGHER TRUST
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.
8
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%

9. 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%
79%
73%
72%
29 POINT GAP IN
INDONESIA
82%
76%
77%
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%
51%
45%
39%
34%
32%
28%
27%
24%
23%
17%
19%
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, 20country global total.
9

10. 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
14 point
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 nine10
means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics in 20-country global total.

11. FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE
EXCEPT IN ASIA
TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION
ASIA TRUSTS PUBLICALLY TRADED BIG
FIRMS; WARY OF FAMILY OWNED
OLIGARCHIES
FAMILY-OWNED
SMALL- & MEDIUM-SIZED
INDONESIA IS THE SAME; PUBLICALLY
TRADED AND BIG BUSINESS IS MOST
TRUSTED
PUBLICLY-TRADED
PRIVATELY-HELD
85%
71% 68%
74%
63% 62% 61%
GLOBAL
62% 65%
76%
73%
62%
54%
63%
68%
APAC
EU
STATE-OWNED
91%
81%
78%
87% 90%
73%
68%
60% 63%
57%
48%
BIG BUSINESS
47% 47%
45% 46%
NORTH AMERICA
INDONESIA
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.
11

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. INDUSTRY
SECTOR
LEADERSHIP/
CEO TRUST
4
KEY FACTORS
SHAPE TRUST IN
BUSINESS
COUNTRY
OF ORIGIN
(HEADQUARTERS)
ENTERPRISE
TYPE
13

14. 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
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

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

16. FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE
YOURSELF. CEOS FLAT FROM 2013.
CREDIBILITY OF SPOKESPEOPLE
+5
2014
2009
GLOBAL 2009 VS.
2014
ACADEMIC OR EXPERT
62%
A PERSON LIKE YOURSELF
+4
FINANCIAL OR INDUSTRY
ANALYST
+9
+20
+12
+7
76%
TECHNICAL EXPERT
TECHNICAL EXPERT*
+15
70%
67%
ACADEMIC OR EXPERT
NGO REPRESENTATIVE
NGO REPRESENTATIVE
REGULAR EMPLOYEE
32%
REGULAR EMPLOYEE
CEO
31%
CEO
GOVERNMENT OFFICIAL OR
REGULATOR
29%
0%
20%
40%
60%
62%
FINANCIAL OR INDUSTRY ANALYST
41%
GOVERNMENT OFFICIAL OR
REGULATOR
66%
62%
A PERSON LIKE YOURSELF
47%
49%
66%
80%
53%
34%
52%
42%
52%
54%
43%
31%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80%
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.
*Indonesia
and
Technical
Expert
Not Tested
in 2009
16

17. 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
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.
17

18. 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%
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
18

19. BUSINESS TO LEAD THE DEBATE FOR CHANGE
Participate
Partner, listen and build relationships
to inform strategy.
Advocate
Offer a clearly articulated strategy that delivers
context. Engage and enable to amplify. Create
mass movement.
Evaluate
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.
19

20. 2014
EDELMAN TRUST
BAROMETER
INDONESIA RESULTS

21. TRUST MAKES THE
DIFFERENCE.
Who to vote for.
What product to buy.
Which industry to invest in.

22. The Big News for this Year? Rapid Rise in
Trust For Business and NGOs
•
A startling 22% rise in the level of trust in NGOs amongst
informed publics, after years of decline.
•
An also surprising rise in trust in government, up a total of 6%
from last year.
Business as the most trusted institution at 82%, with a renewed
leadership position and expectations of the public that business can
play a central and positive role in shaping society.

23. TOTAL TRUST HAS INCREASED ACROSS ALL FOUR INSTITUTIONS,
BIG INCREASE IN TRUST FOR BUSINESS AND NGOS
INDONESIA TRUST IN THE FOUR INSTITUTIONS: BUSINESS, MEDIA, NGOS AND GOVERNMENT, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
82%
74%
BUSINESS
26%
#1
2013
77%
30%
30%
2014
HUGE RISE +22%
#2
2013
26%
MEDIA
2014
73%
51%
NGOS
78%
14%
2013
#3
53%
47%
23%
2014
14%
2013
#4
19%
GOVERNMENT
2014
THERE IS A BIG DIFFERENCE IN THE LEVELS OF TRUST IN DIFFERENT
INSTITUTIONS IN INDONESIA, COMPARED TO THE GLOBAL RESULTS
23
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.

24. A RISE IN TRUST ACROSS THE BOARD – WITH SURPRISE RISES FOR
NGOS AND GOVERNMENT
INDONESIA TRUST IN THE FOUR INSTITUTIONS SINCE 2009
NGOs
Media
100%
Business
Government
90%
80%
77%
86%
80%
80%
75%
77%
73%
78%
70%
60%
64%
62%
50%
46%
40%
62%
74%
66%
62%
82%
78%
53%
51%
53%
52%
47%
45%
40%
30%
2009
24
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

25. WHY A RISE IN GOVERNMENT TRUST? A NEW GENERATION OF
POLITICAL LEADERS AND AN INCREASINGLY ASSERTIVE KPK.
25

26. HUGE RISE IN TRUST FOR NGOS – A 22% INCREASE.
WHY? BETTER STANDARDS AND THE RISE OF THE CORPORATE NGO.
INDONESIA TRUST IN NGOS SINCE 2009
NGOs
100%
NGOs
A HUGE TURNAROUND: WHY?
90%
80%
73%
70%
66%
60%
53%
50%
46%
51%
52%
40%
30%
2009
26
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

27. INDONESIANS TRUST ALL SOURCES OF INFORMATION HIGHLY.
THIS INCLUDES OWNED CONTENT…
INDONESIA TRUST IN DIFFERENT SOURCES OF INFORMATION
2014
Global
APAC
Indonesia
88%
81%
74%
73%
72%
65%
80%
65%
65%
57%
54%
47%
ONLINE SEARCH ENGINES
27
TRADITIONAL MEDIA
73%
HYBRID MEDIA
SOCIAL MEDIA
Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9point 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.
54%
45%
OWNED MEDIA

28. FROM THE 2013 EMERGING MARKET SUPPLEMENT, INDONESIAN HEADQUARTERED
COMPANIES ARE THE MOST TRUSTED OF THE EMERGING MARKETS, BUT STILL LESS
SO THAN DEVELOPED MARKET BASED MNCS
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES – INDONESIAN VIEW
Developed Markets 87%
91%
89%
85%
Emerging Markets 57%
84%
71%
65%
61%
55%
50%
51%
50%
45%
Germany
28
UK
France
US
Indonesia
Russia
China
Brazil
Mexico
India
Q8. [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 9-country global total
South
Africa

29. INDONESIANS TRUST PUBLICLY-TRADED, BIG BUSINESS AND PRIVATELY
HELD COMPANIES THE MOST.
STATE OWNED ENTERPRISES ARE THE LEAST TRUSTED.
INDONESIA TRUST IN DIFFERENT TYPES OF BUSINESSES
Global
APAC
Indonesia
MUCH HIGHER THAN
APAC
91%
90%
87%
81%
73%
71%
62%
74%
68%
65%
63%
73%
62% 62%
63%
61%
68%
54%
FAMILY-OWNED
29
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

30. TECHNICAL EXPERTS AND ACADEMICS STILL MOST CREDIBLE, BUT HAVE
SEEN A DROP.
BIG RISE IN CREDIBILITY OF GOVERNMENT OFFICIALS AND REGULAR
EMPLOYEES.
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - INDONESIA
2013
2014
TECHNICAL EXPERT IN THE
COMPANY
BIG GAINS
• Government
Official or
Regulator +9
•
Regular Employees
+8
80%
TECHNICAL EXPERT IN
THE COMPANY
ACADEMIC OR EXPERT
77%
ACADEMIC OR EXPERT
67%
A PERSON LIKE YOURSELF
FINANCIAL OR INDUSTRY
ANALYST
*SUCCESSFUL
ENTREPRENEUR
64%
60%
55%
CEO
48%
BOARD OF DIRECTORS
BIG DROP
• Academic or Expert
-7
2013 vs.
2014
76%
70%
A PERSON LIKE
YOURSELF
FINANCIAL OR INDUSTRY
ANALYST
66%
62%
58%
*ENTREPRENEUR
CEO
54%
BOARD OF DIRECTORS
53%
REGULAR EMPLOYEE
34%
REGULAR EMPLOYEE
NGO REPRESENTATIVE
31%
NGO REPRESENTATIVE
GOVERNMENT OFFICIAL
OR REGULATOR
BLOGGER
22%
26%
42%
34%
GOVERNMENT OFFICIAL
OR REGULATOR
31%
BLOGGER
30%
*Changed from “Successful Entrepreneur” in 2013
30
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.
-4
-7
-1
-2
-2
-1
+5
+8
+3
+9
+4

31. TRUST IN INDUSTRIES REMAINS LARGELY UNCHANGED, HOWEVER,
THERE WAS A NOTABLE GAIN IN TRUST FOR BREWING AND SPIRITS
GLOBALLY, TRUST IN BANKS IS AT 51% DUE TO THE LEGACY OF THE
FINANCIAL CRISIS ; A CRISIS THAT BARELY AFFECTED INDONESIA
TRUST IN INDUSTRIES, 2013 VS. 2014 - INDONESIA
2014
2013
2013 vs.
2014
93%
-1
TECHNOLOGY
94%
TECHNOLOGY
AUTOMOTIVE
93%
AUTOMOTIVE
90%
-3
CONSUMER ELECTRONICS
MANUFACTURING
92%
CONSUMER ELECTRONICS
MANUFACTURING
88%
-4
TELECOMMUNICATIONS
89%
TELECOMMUNICATIONS
88%
-1
BANKS
90%
BANKS
87%
-3
87%
PHARMACEUTICALS
83%
PHARMACEUTICALS
-4
FOOD AND BEVERAGE
84%
FOOD AND BEVERAGE
80%
-4
ENERGY
84%
ENERGY
79%
-5
CONSUMER PACKAGED GOODS
79%
-1
FINANCIAL SERVICES
78%
-6
MEDIA
78%
-3
ENTERTAINMENT
77%
-1
80%
CONSUMER PACKAGED GOODS
84%
FINANCIAL SERVICES
81%
MEDIA
78%
ENTERTAINMENT
76%
CONSUMER HEALTH COMPANIES
71%
CHEMICALS
BREWING AND SPIRITS
31
36%
CONSUMER HEALTH COMPANIES
74%
-2
CHEMICALS
74%
+3
BREWING AND SPIRITS
43%
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.
+7

32. TRUST BREAKDOWN BY SECTOR
INDONESIA TRUST IN INDUSTRY SECTORS
FINANCIAL SERVICES
INDUSTRY
FOOD & BEVERAGE
INDUSTRY
Banks
Financial services
industry overall
Financial advisory /
Asset management
79%
71%
65%
Food service
Food Industry
overall
Food and
beverage
manufacturers
Credit cards /
Payments
62%
Fast food
restaurants
Insurance
60%
Food and
beverage retailers
32
ENERGY
INDUSTRY
Renewables
76%
Energy industry
overall
74%
76%
74%
Utilities
69%
Oil
67%
Natural Gas
66%
Mining
66%
74%
68%
60%
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.

33. BUSINESS LEADERS ARE MUCH MORE TRUSTED THAN GOVERNMENT LEADERS –
INDONESIANS BELIEVE THAT BUSINESS IS MORE LIKELY TO DO THE RIGHT THING.
TRUST IN BUSINESS LEADERS IS CONSIDERABLY HIGHER THAN THE GLOBAL AVERAGE TOO.
INDONESIA TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING
2013
2014
BUSINESS LEADERS
48%
48%
40%
40%
27%
CORRECT ISSUES WITHIN INDUSTRIES
THAT ARE EXPERIENCING PROBLEMS
MAKE ETHICAL AND MORAL
DECISIONS
3.4X MORE
2.4X MORE
14%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
33
28%
28%
TELL YOU THE TRUTH, REGARDLESS SOLVE SOCIAL OR SOCIETAL ISSUES
OF HOW COMPLEX OR UNPOPULAR IT
IS
2X MORE
2013
2014
GOVERNMENT LEADERS
16%
29%
15%
17%
MAKE ETHICAL AND MORAL
DECISIONS
12%
15%
15%
17%
TELL YOU THE TRUTH, REGARDLESS SOLVE SOCIAL OR SOCIETAL ISSUES
OF HOW COMPLEX OR UNPOPULAR IT
IS
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.

34. TRUST IN BUSINESS LEADERS – ACROSS THE WORLD
INDONESIA HAS A VERY HIGH TRUST LEVEL IN BUSINESS LEADERS COMPARATIVELY – A TOTAL AVERAGE OF 36%.
AT THE OTHER END OF THE GLOBAL SCALE, POLAND HAS A VERY LOW LEVEL OF TRUST IN BUSINESS LEADERS – JUST 8%.
60%
50%
40%
TO WORK TO CORRECT ISSUES WITHIN INDUSTRIES
THAT ARE EXPERIENCING PROBLEMS
TO MAKE ETHICAL AND MORAL DECISIONS
30%
TO TELL YOU THE TRUTH, REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS
TO HELP SOLVE SOCIAL OR SOCIETAL ISSUES
20%
AVERAGE
10%
34
Poland
Australia
Ireland
France
UK
Netherlands
Canada
Germany
U.S.
S. Korea
Russia
Spain
Italy
S. Africa
Argentina
Singapore
Turkey
Mexico
Hong Kong
Malaysia
Sweden
UAE
Japan
China
Indonesia
India
Brazil
0%

35. TRUST IN GOVERNMENT LEADERS – ACROSS THE WORLD
LOOKING AT GOVERNMENT LEADERS, INDONESIANS TRUST THEM FAR LESS. INDONESIA’S AVERAGE IS 16%, MID-RANK GLOBALLY.
COMPARATIVELY, THE UAE AND SINGAPORE HAVE THE HIGHEST TRUST IN GOVERNMENT LEADERS AT 44% AND 31%,
WHILE IRELAND AND FRANCE HAVE THE LOWEST TRUST LEVELS – THEY REALLY DON’T TRUST THEIR GOVERNMENT LEADERS – WITH
AN AVERAGE OF 4% AND 6%.
60%
50%
40%
TO HELP SOLVE SOCIAL OR SOCIETAL ISSUES
TO MAKE ETHICAL AND MORAL DECISIONS
30%
TO WORK TO CORRECT ISSUES WITHIN INDUSTRIES
THAT ARE EXPERIENCING PROBLEMS
TO TELL YOU THE TRUTH, REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS
20%
AVERAGE
10%
UAE
Singapore
China
India
Sweden
Malaysia
Hong Kong
Brazil
Turkey
Japan
Indonesia
S. Korea
Argentina
Russia
U.S.
UK
S. Africa
Australia
Germany
Canada
Italy
Spain
Mexico
Netherlands
Poland
France
Ireland
0%
35

36. WHAT DRIVES TRUST IN INDONESIA? LISTENS TO CUSTOMERS, IS
ETHICAL, LOOKS AFTER EMPLOYEES – INDONESIANS CARE MORE
ABOUT THE SOCIAL ISSUES.
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - INDONESIA
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
PURPOSE
OPERATIONS
LISTENS TO CUSTOMERS
IMPORTANCE
PERFORMANCE
70%
45%
LOOKS AFTER EMPLOYEES
64%
44%
CUSTOMERS BEFORE PROFITS
42%
36%
TOP GLOBAL COMPANY
31%
39%
37%
-20
-20
-17
60%
46%
CONSISTENT FINANCIAL RETURNS
-22
62%
45%
INNOVATOR
-22
62%
42%
ADDRESSES SOCIETY'S NEEDS
-28
65%
43%
COMMUNICATES OFTEN
-22
66%
44%
TRANSPARENT & OPEN
-19
67%
39%
POSITIVELY IMPACTS COMMUNITY
-23
67%
45%
PROTECTS ENVIRONMENT
-25
69%
50%
ACTS RESPONSIBLY IN CRISIS
-22
69%
46%
HIGH QUALITY PRODUCTS
ADMIRED TOP LEADERSHIP
71%
49%
IS ETHICAL
PARTNERS WITH THIRD PARTIES
Gap
51%
-14
-9
48%
-12
48%
-9
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.
-6

37. GLOBAL
INDONESIA
37
GLOBAL
1.
2.
3.
Offers Quality Products
Or Service
Listens To Customers
Looks After Employees
INDONESIA
1.
2.
3.
Listens to Customers
Is Ethical
Looks After Employees

38. INDONESIANS WANT GOVERNMENT TO BUILD MORE INFRASTRUCTURE!
GLOBALLY, PROTECTING CONSUMERS IS THE MOST IMPORTANT ISSUE
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS – GLOBAL AND INDONESIA
NUMBER 1 PRIORITY IN
INDONESIA.: INFRASTRUCTURE
IMPERATIVE
INFRASTRUCTURE ONLY THE THIRD
PRIORITY GLOBALLY.
ALSO, BIG DIFFERENCE BETWEEN
INDONESIA AND THE GLOBAL
AVERAGE IN TERMS OF FREE
MARKET ACCESSES AS A PRIORITY
50%
45%
45%
40%
35%
30%
28%
26%
25%
23%
22%
20%
21%
Global Average
18%
Indonesia
15%
10%
5%
5%
5%
4%
1%
1%
0%
PROTECT
CONSUMERS
38
REGULATE
BUSINESS
ACTIVITIES
BUILD
WORK TO ENSURE GIVE OR LOAN
GOVERNMENT
INFRASTRUCTURE FREE MARKET
MONEY TO
SHOULD NOT PLAY
ACCESS AND
BUSINESS WHEN
A ROLE IN
COMPETITION
IT EXPERIENCES
BUSINESS
FINANCIAL CRISIS
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
1%
0%
DON'T KNOW

39. THE ASEAN ECONOMIC COMMUNITY 2015
So with only 5% of
Indonesians wanting
government to focus on
free markets, where does
that leave the AEC?
10 countries
600 Million people
$2.4 trillion GDP
nearly 30% of China’s

40. INDONESIANS WANT (SOME) MORE REGULATION.
ACCOUNTABILITY AND QUALITY ARE KEY HERE,
SIMILAR TO GLOBAL AVERAGE.
GOVERNMENT REGULATION OF BUSINESS AND SECTORS
GLOBAL
INDONESIA
Not Enough
Right
amount/Don’t
know
BIG DIFFERENCE IN INDUSTRIES
THAT SHOULD BE REGULATED
MORE.
INDONESIA – ENERGY SECTOR.
GLOBAL – FINANCIAL SECTOR.
Too Much
59%
52%
42%
28%
30%
53%
38%
42%
22%
17%
Government
Regulation of
Business
45%
19%
35%
13%
Government
Government
Government
Regulation of Regulation of the Regulation of the
Financial
Energy Industry Food & Beverage
Services Industry
Industry
51%
31%
27%
31%
16%
48%
32%
17%
40%
12%
Government Government Government Government
Regulation of Regulation of Regulation of Regulation of
Business
Financial
the Energy
the Food &
Services
Industry
Beverage
Industry
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
40 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.

41. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY – GLOBAL AND INDONESIA
QUALITY NOT
QUANTITY
100%
88%
90%
82%
80%
86%
81%
80%
82%
79%
83%
79%
69%
70%
60%
53%
51%
50%
Global Average
40%
Indonesia
30%
20%
10%
0%
COMMUNICATES
CLEARLY AND
TRANSPARENTLY
41
TELLS THE TRUTH,
ENGAGES WITH
IS FRONT AND
IS PERSONALLY HAS AN ACTIVE MEDIA
REGARDLESS OF HOW
EMPLOYEES
CENTER DURING
INVOLVED IN
PRESENCE
COMPLEX OR
REGULARLY TO
CHALLENGING TIMES SUPPORTING LOCAL
UNPOPULAR IT IS
DISCUSS THE STATE
CHARITIES AND GOOD
OF THE BUSINESS
CAUSES
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box,
Total Important) Informed Publics.

42. INDONESIANS WANT MORE INVOLVEMENT FROM INDUSTRY AND ALSO
BELIEVE GOVERNMENT HAS A GREATER ROLE TO PLAY IN BUSINESS.
WHAT DOES THIS MEAN? IT IS ALL ABOUT PARTNERSHIPS.
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - INDONESIA
The financial services industry should be a more active
participant in the broader debate over the future of the
INDONESIA banking system
90%
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
89%
The energy industry should be a more active participant in
the broader debate over INDONESIA energy policy
89%
The food and beverage industry should be a more active
participant in the broader debate in INDONESIA over
solutions to food and nutrition policy issues
88%
42
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

43. LESSONS FOR BUSINESS
Business leaders are trusted more than government.
Business is also expected to lead. It is expected to contribute
to society and focus on social issues.
Trust drivers for companies include acting ethically and
looking after employees.
In Indonesia, social issues and community involvement are
mission critical for trust.
Indonesians trust multiple information sources – including
owned assets.
Businesses can capitalize by creating and curating great
content.
43

44. KEY POINTS
Trust across the board in Indonesia remains strong.
Business has a strong trust advantage and Indonesians expect
business to lead, in part because government isn't.
Media trust remains high, but will not be taken at face value. Integrity is
needed to ensure this trust stays high, especially in a national election
year.
Trust in government is low, but has improved. Better transparency
through the KPK and Indonesia’s new generation of political leaders
might be driving trust upwards.
Trust in NGOs has seen a significant gain from last year. More
accountability, better standards and the rise of the ‘corporate NGO’
might be driving this.
Trust drivers this year focus on listening to customers – consumers are
demanding better service.
44

45. CONTACT US:
Stephen Lock, CEO,
Edelman Indonesia
stephen.lock@edelman.com
THANK YOU