2014 EDELMA ELMAN N TRU RUST T BAROMETE OMETER GLOBAL BAL - PowerPoint PPT Presentation

2014 EDELMA ELMAN N TRU RUST T BAROMETE OMETER GLOBAL BAL RES ESULTS TS

EDELMAN’S 14 TH ANNUAL SURVEY GLOBAL ONLINE SURVEY INFORMED PUBLICS IN 27 COUNTRIES • 33,000 respondents • 500 respondents in U.S. and China & 200 in other countries • 6 years in 20+ markets • Ages 25-64 • 9 years in 10+ markets • College-educated • In top 25% of household GENERAL income per age group in each POPULATION country • 1000 respondents per • Report significant media country surveyed consumption and engagement in business news and public • Ages 18+ policy • 3 years in 25+ markets • 14 years of data 2

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

THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS – LEVELS OF TRUST IN INDONESIA HAVE INCREASED 2013 2014 A +10 pts. s. trust rust rise ise for Indon for ones esia sin ince GLOBAL 57 GLOBAL 54 la last t year UAE 79 China 80 China 79 BIG TRUST T Singapore 76 Singapore 73 INCREASE SES S FROM India 71 TRUSTERS 2013 Indon ones esia 72 72 Mexico 68 India 69 Hong Kong 67 UAE +13 pts. Malaysia 65 UAE 66 Indone onesi sia +10 pts. ts. Canada 60 Malaysia 64 Australia + 8 pts. Netherlands 60 Canada 62 Argentina + 8 pts . Mexico 59 Indon ones esia 62 62 U.S. 59 Hong Kong 59 Netherlands 59 Australia 58 Brazil 55 Brazil 57 NEUTRAL Germany 55 Germany 57 BIG TRUST T France 54 Argentina 53 DECREASES S FROM Sweden 54 U.K. 52 2013 U.K. 53 Sweden 51 Italy 51 S. Korea 51 Poland -13 pts. Australia 50 S. Africa 50 U.S. -10 pts. Poland 48 U.S. 49 Mexico -9 pts . France 46 S. Korea 47 DISTRUSTERS Japan 44 Ireland 46 Italy 43 Argentina 45 Turkey 41 Spain 42 Spain 39 Turkey 42 Ireland 39 Japan 41 Russia 37 Russia 36 4 Poland 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).

SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC – A 10 POINT GAP IN INDONESIA ALSO 2014 2014 Why the big ig glo lobal GLOBAL 47 GLOBAL 56 dif iffere erence UAE 79 China 67 from rom in inform ormed ed TRUSTERS GLOBAL TRUST China 79 UAE 64 to genera eral Singapore 73 Singapore 64 DIFFERENCE OF publi ublic? Indon ones esia 72 72 Indon ones esia 62 62 9 points nts India 69 India 61 Malaysia 65 Malaysia 57 Canada 60 Canada 54 NEUTRAL MARKETS WITH Netherlands 60 Mexico 53 LARGEST PERCEPTION Mexico 59 Netherlands 51 GAPS: Hong Kong 59 Hong Kong 50 Australia 58 Brazil 49  UAE (15 pts.) Brazil 57 Argentina 49 Germany 57 Australia 44  Australia (14 pts.) Argentina 53 Germany 44 Germany (13 pts.)  U.K. 52 S. Korea 43  France (13 pts.) Sweden 51 U.K. 42  Sweden (13 pts.) DISTRUSTERS S. Korea 51 S. Africa 42 S. Africa 50 U.S. 42 U.S. 49 Italy 41 France 46 Japan 40 Japan 44 Turkey 39 Italy 43 Sweden 38 Turkey 41 Spain 36 Spain 39 Ireland 35 Ireland 39 France 33 Russia 37 Poland 32 Poland 35 Russia 31 5 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27 -country global total.

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% #1 #2 23% 22% NGOS BUSINESS 16% 17% 2013 2014 2013 2014 48% 57% 44% 52% #3 #4 16% 15% MEDIA 17% 16% GOVERNMENT 2013 2014 2013 2014 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means 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 20- country global total. 6

SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW GLOBAL HISTORIC LOW (2009) = 43% 2013 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 65% 63% 62% 63% 60% 60% 58% 57% 56% 54% 53% 53% 53% 50% 49% 51% 49% 48% 45% 47% 48% 45% 45% 47% 44% 44% 43% 43% 41% 42% 40% 37% 35% 34% 33% 32% 32% 32% 30% 28% 29% 27% 24% 23% 19% 19% 21% 20% 18% 17% 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. 7

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 LOWER/EQUAL TRUST IN 15 COUNTRIES 82% 82% 82% 81% 79% 77% 77% 74% 73% 74% 72% 70% 71% 65% 63% 63% 64% 62% 62% 61% 59% 60% 58% 58% 58% 58% 58% 58% 56% 57% 56% 56% 56% 54% 53% 52% 50% 51% 49% 49% 48% 47% 48% 45% 45% 44% 44% 44% 45% 43% 43% 41% 40% 39% 38% 31% N.A. 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. 8

GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINESS GOVERNMENT HIGHER TRUST HIGHER TRUST IN BUSINESS IN GOVERNMENT 88% 20+ PT. HIGHER TRUST IN BUSINESS 29 POINT GAP IN 82% 82% 79% INDONESIA 76% 77% 75% 73% 72% 71% 70% 63% 63% 62% 60% 58% 58% 59% 58% 57% 56% 56% 54% 54% 53% 53% 51% 50% 53% 51% 49% 49% 45% 45% 45% 44% 45% 45% 45% 43% 43% 42% 43% 41% 38% 39% 37% 34% 32% 28% 27% 24% 23% 21% 19% 17% 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, 20- country global total. 9

HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE 2009 BUSINESS GOVERNMENT 70% 14 point 60% 58% 58% 56% trust gap 54% between 53% business and 52% 50% 50% government 48% 47% 44% 43% 43% 40% 30% 2009 2010 2011 2012 2013 2014 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means 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. 10

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 INDONESIA IS THE SAME; PUBLICALLY FIRMS; WARY OF FAMILY OWNED TRADED AND BIG BUSINESS IS MOST OLIGARCHIES TRUSTED FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE-OWNED 91% 90% 87% 85% 81% 78% 76% 74% 73% 73% 71% 68% 68% 68% 65% 63% 63% 63% 62% 62% 62% 61% 60% 57% 54% 48% 47% 47% 46% 45% GLOBAL APAC EU 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