EDELMAN TRUST BAROMETER EUROPEAN RESULTS

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1 2014 EDELMAN TRUST BAROMETER EUROPEAN RESULTS

2 EDELMAN S 14 TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES 33,000 respondents 6 years in 20+ markets 9 years in 10+ markets GENERAL POPULATION 1000 respondents per country surveyed Ages years in 25+ markets EU SELECT COUNTRIES: UK, France, Germany, Italy, Spain, Netherlands, Sweden, Ireland, and Poland Total: 9,000 General Public / 1,800 Informed Public INFORMED PUBLICS 500 respondents in U.S. and China & 200 in other countries Ages College-educated 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 Indicates Global Data Indicates Europe Data GLOBAL 2

3 EDELMAN TRUST BAROMETER IN RETROSPECT 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

4 ONE The State of Trust

5 EUROPEAN TRUST IN INSTITUTIONS IS DOWN SIGNIFICANTLY ON 2013; GROWING GAP BETWEEN EUROPEAN TRUST AND GLOBAL TRUST TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014, GLOBAL VS. EUROPE GLOBAL EUROPE 3pts 63% 64% 60% 60% 4pts 6pts 58% 58% 52% 48% 10pts NGOS #1 #2 BUSINESS MEDIA 57% 6pts 52% 51% #3 43% pts 48% 5pts 44% 43% #4 36% pts GOVERNMENT 5 Q [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 vs. 9-country European total

6 DISTRUSTERS NEUTRAL TRUSTERS THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR. ONLY ONE EUROPEAN COUNTRY IN THE TOP TIER OF THE TRUST INDEX GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 U.K. 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36 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). GLOBAL 54 UAE 79 China 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Mexico 59 Hong Kong 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 Sweden 51 S. Korea 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Spain 39 Ireland 39 Russia 37 Poland 35 ONLY ONE INCREASE IN A EUROPEAN TRUST INDEX Netherlands +1 pt. BIG EUROPEAN TRUST DECREASES Poland -13 pts. Italy -8 pts. France -8 pts.

7 DISTRUSTERS NEUTRAL TRUSTERS SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC GLOBAL 56 UAE 79 China 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Mexico 59 Hong Kong 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 Sweden 51 S. Korea 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Spain 39 Ireland 39 Russia 37 Poland 35 GLOBAL 47 China 67 UAE 64 Singapore 64 Indonesia 62 India 61 Malaysia 57 Canada 54 Mexico 53 Netherlands 51 Hong Kong 50 Brazil 49 Argentina 49 Australia 44 Germany 44 S. Korea 43 U.K. 42 S. Africa 42 U.S. 42 Italy 41 Japan 40 Turkey 39 Sweden 38 Spain 36 Ireland 35 France 33 Poland 32 Russia 31 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.) Trust Index is an average of a country s trust in the four institutions of government, business, media and NGOs. 27-country global total.

8 EUROPEAN TRUST IN MEDIA DECLINES HEAVILY; EIGHT OF THE NINE MARKETS REPORT LOWER TRUST IN MEDIA THIS YEAR TRUST IN MEDIA, 2013 VS EUROPE HIGHER TRUST LOWER TRUST IN 8 COUNTRIES 57% 52% 51% 43% 57% 60% 47% 47% 44% 41% 61% 54% 45% 37% 54% 45% 50% 50% 40% 40% 45% 30% Global Europe Netherlands Sweden U.K. Germany Ireland France Italy Spain Poland 8 Q [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 in 9-country European total, 20-country global total

9 NGOS MOST TRUSTED INSTITUTION IN EIGHT OF THE NINE MARKETS TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS EUROPE HIGHER TRUST IN 5 COUNTRIES LOWER TRUST IN 4 COUNTRIES 63% 64% 60% 60% 57% 67% 61% 67% 64% 69% 55% 59% 46% 47% 63% 62% 69% 64% 63% 62% 58% 47% N.A. Global Europe Netherlands U.K. Germany Spain Sweden Italy France Ireland Poland 9 Q [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 in 9-country European total, 20-country global total

10 DESPITE THE GROWING POWER OF SEARCH GLOBALLY, EUROPE MAINTAINS ITS PREFERENCE FOR TRADITIONAL MEDIA LEVELS OF TRUST IN SOURCES OF INFORMATION Global Europe 65% 60% 65% 53% 54% 41% 45% 47% 35% 34% TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA OWNED MEDIA SOCIAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 28% 26% 22% 27% 25% 21% 37% 20% 19% Online search Newspapers Television Online search Television Newspapers Online search Newspapers Television Q [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 in 20-country Informed Publics vs. 9-country European total. Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics in 20-country global total. ; Q184. What is the first source you go to for breaking news about business? Informed Publics in 20-country global total; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on 10 breaking news about business? Informed Publics in 20-country global total.

11 GLOBALLY TRUST IN BUSINESS REMAINS STABLE AT 58% WHILE SEVEN OUT OF NINE EUROPEAN MARKETS REPORT LOWER TRUST IN BUSINESS THIS YEAR TRUST IN BUSINESS, 2013 VS EUROPE HIGHER TRUST LOWER/EQUAL TRUST IN 7 COUNTRIES 58% 58% 52% 48% 48% 57% 56% 56% 44% 43% 44% 41% 44% 38% 61% 54% 58% 51% 56% 56% 45% 45% Global Europe Germany U.K. France Ireland Spain Netherlands Sweden Italy Poland 11 Q [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 in 9-country European total, 20- country global total

12 PROPORTION OF TRUST INTENSITY IN BUSINESS VARIES SIGNIFICANTLY BY MARKET INTENSITY OF TRUST IN BUSINESS Trust Trust a great deal 56% 56% 54% 50% 45% 45% 44% 41% 38% 14% 10% 6% 5% 11% 12% 9% 4% 7% Germany UK Netherlands Sweden Italy Poland France Ireland Spain 12 Q [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; Top 2 Box, Trust a great deal) Informed Publics

13 THIS YEAR MARKS HISTORIC LOWS FOR TRUST IN GOVERNMENT IN SPAIN, ITALY, NETHERLANDS AND POLAND AS WELL AS THE EUROPEAN GROUPING OVERALL TRUST IN GOVERNMENT, 2013 VS EUROPE 2013 = HISTORIC LOW 2014 EUROPE HISTORIC LOW (2014) = 36% HIGHER TRUST LOWER TRUST IN 8 COUNTRIES HISTORIC LOWS 65% 63% 62% 60% 48% 44% 43% 48% 49% 47% 42% 49% 36% 32% 32% 35% 30% 21% 20% 18% 24% 19% N.A. Global Europe Germany Sweden U.K. Ireland France Spain Italy Netherlands Poland 13 Q [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 9-country European total, 20- country global total

14 TRUST INTENSITY OF TRUST IN GOVERNMENT GENERALLY PROPORTIONAL ACROSS ALL NINE EUROPEAN MARKETS INTENSITY OF TRUST IN GOVERNMENT Trust Trust a great deal 63% 59% 48% 44% 32% 15% 12% 14% 13% 6% 24% 21% 20% 17% 4% 4% 4% 3% Sweden Netherlands Germany UK France Italy Ireland Poland Spain 14 Q [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; Top 2 Box, Trust a great deal) Informed Publics

15 NEARLY HALF OF EUROPEAN MARKETS TRUST BUSINESS MORE THAN 20 POINTS HIGHER THAN GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINESS GOVERNMENT 20+ PT. HIGHER TRUST IN BUSINESS HIGHER TRUST IN BUSINESS HIGHER TRUST IN GOVERNMENT 58% 44% 48% 36% 45% 45% 38% 41% 56% 42% 43% 57% 49% 54% 60% 51% 63% 32% 19% 24% 18% 21% Global Europe Poland Italy Spain Ireland U.K. France Germany Netherlands Sweden 15 Q [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, 9- Country European total.

16 BUSINESS CONSISTENTLY TRUSTED MORE THAN GOVERNMENT IN EVERY YEAR BAR ONE SINCE 2003 UK, FR, GER TRUST IN GOVERNMENT AND BUSINESS SINCE 2003, YEAR OLD INFORMED PUBLICS BUSINESS GOVERNMENT 46% 47% 47% 49% 35% 40% 31% 35% 38% 31% 34% 37% 32% 37% 36% 39% 38% 43% 31% 30% 39% 25% 27% 22% Q [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 a 3-country total (UK, France and Germany)

17 17 TWO Shaping Trust in Business

18 INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS COUNTRY OF ORIGIN (HEADQUARTERS) ENTERPRISE TYPE 18

19 TRUST IN TECHNOLOGY REMAINS TOP, THOUGH NO CHANGE ON 2009; CPG BIGGEST MOVER OVER THE LAST 5 YEARS TRUST IN INDUSTRIES, 2009 VS EUROPE VS. GLOBAL 2009 VS TECHNOLOGY 71% TECHNOLOGY 71% 0 +3 AUTOMOTIVE 53% AUTOMOTIVE 60% FOOD AND BEVERAGE 56% FOOD AND BEVERAGE 57% CONSUMER PACKAGED GOODS 49% CONSUMER PACKAGED GOODS 56% PHARMACEUTICALS 48% PHARMACEUTICALS 45% MEDIA 37% MEDIA 43% ENERGY 44% ENERGY 43% BANKS 34% BANKS 29% Q [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, 9-country European total.

20 TRUST IN FIVE KEY INDUSTRIES ACROSS THE NINE EUROPEAN MARKETS TRUST IN INDUSTRIES 20 Italy Netherlands UK France Ireland Spain Germany Poland Sweden 15% 16% 23% 26% 32% 32% 36% 40% 39% 33% 34% 38% 40% 47% 48% 48% 48% 44% 42% 51% 59% 55% 54% 57% 53% 57% 53% 58% 60% 66% 66% 64% 70% 63% 68% 64% 65% 65% 65% 64% 72% 72% 77% 81% 79% TECHNOLOGY AUTOMOTIVE FOOD AND BEVERAGE ENERGY BANKS Q [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

21 DESPITE SLIGHT GLOBAL UPTICK OVER PAST FIVE YEARS, BANKS STILL FACE TRUST ISSUES IN EUROPEAN MARKETS TRUST IN BANKS, 2009 VS % 87% 85% 82% 79% 79% 80% 78% 77% 74% EUROPE 51% 47% 68% 64% 62% 60% 58% 59% 58% 53% 53% 53% 52% 52% 50% 48% 46% 43% 42% 40% 38% 36% 38% 32% 34% 33% 32% 32% 29% 24% 53% 31% 28% 26% 25% 23% 26% 16% 15% 21 Q [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.

22 Sweden Germany Canada Switzerland The Netherlands Japan U.K. France U.S. Spain South Korea Italy Brazil China India Mexico Russia COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED TO WESTERN BASED COMPANIES; EUROPEAN MARKETS LESS INCLINED TO TRUST EUROPEAN TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES M O S T T R U S T E D 80% 76% 75% 74% 69% 68% 67% 57% 55% 40% 39% 37% 28% 25% 22% 20% 19% 22 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 9-country European total.

23 APPROXIMATELY TWO-THIRDS OF DEVELOPED MARKET RESPONDENTS REJECT DOMESTIC INVESTMENT FROM COMPANIES BASED IN ANY GIVEN BRIC MARKET HOW MUCH DO YOU TRUST A COMPANY BASED IN [BRIC MARKET] TO... China BUY A COMPANY IN YOUR COUNTRY 34% 63% Data from the 2013 Trust Barometer: Emerging Markets Supplement India 38% 60% Brazil Russia 30% 40% 60% 62% BUY A MINORITY SHARE IN A COMPANY IN YOUR COUNTRY China 36% 63% India Brazil Russia Developed Markets (U.S., U.K., Germany, France) Emerging Markets (China, India, Indonesia, Mexico, South Africa) 33% 41% 43% 62% 63% 63% China India Brazil Russia MAKE A MAJOR INVESTMENT IN A NEW PLANT OR OFFICE IN YOUR COUNTRY 38% 34% 40% 43% 65% 63% 63% 63% 23 Q9. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics Ages in 9-country total (U.S., U.K., Germany, France, China, India, Indonesia, Mexico, South Africa; 600 respondents per country, n. 5,400)

24 FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE, EXCEPT IN APAC TRUST IN DIFFERENT TYPES OF BUSINESS BY REGION FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE-OWNED 85% 83% 78% 80% 76% 71% 72% 74% 68% 70% 68% 63% 62% 61% 63% 60% 57% 54% 48% 45% 46% 45% 47% 47% 74% 73% 65% 62% 62% 63% GLOBAL NORTH AMERICA LATIN AMERICA EU APAC 24 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.

25 PRIVATELY-HELD BUSINESSES ASSOCIATED MORE STRONGLY WITH EVERY ATTRIBUTE EXCEPT HAVING TOO MUCH POLITICAL INFLUENCE PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - EUROPE PUBLICLY-TRADED PRIVATELY-HELD RESPONSIVE TO CUSTOMERS' NEEDS RESPONSIVE TO EMPLOYEES' NEEDS ACT RESPONSIBLY RESPONSIVE TO SOCIETY'S NEEDS ARE ENTREPRENEURIAL OFFER HIGH QUALITY PRODUCTS OR SERVICES ARE INNOVATIVE ARE TRANSPARENT IN THEIR BUSINESS PRACTICES TOP LEADERSHIP ARE PHILANTHROPIC THINK LONG-TERM DELIVER CONSISTENT FINANCIAL RETURNS HAVE TOO MUCH POLITICAL INFLUENCE 23% 47% 65% 30% 44% 36% 50% 36% 49% 57% 70% 51% 63% 53% 64% 30% 39% 38% 46% 30% 54% 60% 48% 48% 60% 40% Q [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 9-country European total.

26 LARGE INCREASES IN CREDIBILITY FOR A PERSON LIKE YOURSELF AND A REGULAR EMPLOYEE SINCE 2009 CREDIBILITY OF SPOKESPEOPLE ACADEMIC OR EXPERT % ACADEMIC OR EXPERT % EUROPE VS. GLOBAL 2009 VS TECHNICAL EXPERT* TECHNICAL EXPERT 63% A PERSON LIKE YOURSELF 48% A PERSON LIKE YOURSELF 62% NGO REPRESENTATIVE 42% NGO REPRESENTATIVE 53% REGULAR EMPLOYEE 31% REGULAR EMPLOYEE 53% FINANCIAL OR INDUSTRY ANALYST GOVERNMENT OFFICIAL OR REGULATOR 27% 48% FINANCIAL OR INDUSTRY ANALYST GOVERNMENT OFFICIAL OR REGULATOR 35% 50% CEO 23% CEO 33% * Not tested in Q [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 9- country European total.

27 WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY Global Europe 82% 80% 81% 81% 80% 79% 79% 76% 69% 62% 53% 46% Communicates clearly and transparently Tells the truth, regardless of how complex or unpopular it is Engages with employees regularly to discuss the state of the business Is front and center during challenging times (product recalls, lawsuits, etc.) Is personally involved in supporting local charities and good causes Has an active media presence 27 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?; Q254B- 261B. [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's company? (Top 4 Box, Total Important) General Publics, 27-country global total.

28 THREE The Intersection Between Business and Government

29 A MAJORITY OF EUROPEANS CALL FOR GREATER GOVERNMENT REGULATION OF BOTH THE ENERGY AND FINANCIAL SERVICES INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS EUROPE NOT ENOUGH REGULATION TOO MUCH REGULATION IRELAND: 81% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY POLAND: 47% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 64% 53% 41% 42% 29% 13% 15% 13% Government Regulation of Business Government Regulation of Financial Services Industry Government Regulation of the Energy Industry Government Regulation of the Food & Beverage Industry 29 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, 9-country European 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, 9-country European 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, 9-country European 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, 9-country European total.

30 BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS EUROPE VS. GLOBAL 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 74 % 79 % The food and beverage industry should be a more active participant in the broader debate over solutions to food and nutrition policy issues 64 % 74% The energy industry should be a more active participant in the broader debate over [energy policy 63 % 74% The financial services industry should be a more active participant in the broader debate over the future of the banking system 57% 71% 30 Q Please indicate how much you agree or disagree with the following statements? Informed Publics, 9-country European total.

31 THREE Building Trust Through Context

32 16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS Edelman Trust Barometer research reveals 16 specific attributes which build trust. These can be grouped into five performance clusters listed here in rank order of importance. COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 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 32 RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

33 STATED IMPORTANCE ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL TRUST-BUILDING OPPORTUNITY UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES ENGAGEMENT 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 33 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) General Publics, 27-country global total.; Q 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.

34 TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT CLUSTERS THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS If companies exhibit these positive behaviors... it will have its greatest impact in these clusters ENSURES QUALITY CONTROL IN PRODUCTS 86% ENGAGEMENT PRODUCTS & SERVICES INTEGRITY PROTECTS CUSTOMER DATA 85% ENGAGEMENT PRODUCTS & SERVICES INTEGRITY RESPECTS EMPLOYEE RIGHTS 85% ENGAGEMENT INTEGRITY RESPONSIBLE SUPPLY CHAIN MANAGEMENT 83% ENGAGEMENT INTEGRITY PAYS APPROPRIATE LEVEL OF TAX 80% ENGAGEMENT PURPOSE INTEGRITY 34 Q [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 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, 27-country global total.

35 NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN ETHICAL BUSINESS PRACTICE THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS If companies exhibit these negative behaviors... it will have its greatest impact in these clusters UNETHICAL BUSINESS PRACTICES 81% ENGAGEMENT INTEGRITY FAILS TO KEEP CUSTOMER INFORMATION SECURE 80% INTEGRITY IRRESPONSIBLE DURING A CRISIS 80% INTEGRITY SUB-STANDARD WORK CONDITIONS 79% ENGAGEMENT INTEGRITY MISREPRESENTS THE COMPANY 79% ENGAGEMENT INTEGRITY 35 Q [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) General Publics, 27-country global total.

36 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

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