EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO Sergio Veneziani Vice President Corporate & Crisis

Transcription

1 2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis

2 14 SONDAGGIO ANNUALE DI EDELMAN GLOBAL SONDAGGI ONLINE IN 27 PAESI risposte 6 anni in 20+ Paesi 9 anni in 10+ Paesi POPOLAZIONE GENERALE 1000 risposte per Paese Età anni in 25+ Paesi ELITE SOCIO- CULTURALE 500 risposte in U.S. e Cina, 200 negli altri Paesi Età Laureati o diplomati Nella fascia del 25% superiore per reddito in rapporto all età e al Paese Lettori abituali di notizie economiche e politiche 14 anni di dati 2

3 INDICE GLOBALE DI FIDUCIA: FORTE CALO IN ITALIA RISPETTO ALL ANNO PRECEDENTE, CROLLO NEGLI USA, IN FRANCIA, POLONIA. EMIRATI ARABI IN RIPRESA 3 TRUSTERS NEUTRAL DISTRUSTERS 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 TREND MAGGIORMENTE POSITIVI DAL 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. TREND MAGGIORMENTE NEGATIVI DAL 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.

4 IL PUBBLICO INFORMATO HA GENERALMENTE PIU FIDUCIA RISPETTO QUELLO GENERICO TRUSTERS NEUTRAL DISTRUSTERS 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 GAP GLOBALE DI FIDUCIA 9 points MERCATI COI PIU LARGHI GAP DI FIDUCIA: 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.

5 LA FIDUCIA NEL BUSINESS E NELLE NGO S RESTA STABILE, CALA NEI GOVERNI E NEI MEDIA FIDUCIA IN 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS #1 22% 23% #2 17% 16% BUSINESS MEDIA 57% #3 52% 17% 16% 48% 44% #4 16% 15% GOVERNMENT Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what isright 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 SOLO IL 3% DEGLI ITALIANI HA PIENA FIDUCIA NEL GOVERNO LA FIDUCIA DELL ITALIA NELLE 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS TOTAL TRUST TRUST A GREAT DEAL 63% 62% 56% 45% NGOS #1 20% 22% #2 10% 11% BUSINESS MEDIA 50% #3 40% 10% 8% 35% #4 24% 9% 3% GOVERNMENT Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what isright 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.

7 LA FIDUCIA CALA, IL GOVERNO AL LIVELLO PIÙBASSO DEGLI ULTIMI5 ANNI LA FIDUCIA DELL ITALIA DAL 2009 NGOs 80% 70% 70% 70% 74% Media Business Government 60% 50% 40% 30% 61% 59% 41% 38% 35% 36% 33% 64% 45% 45% 62% 57% 31% 63% 56% 50% 35% 62% 45% 40% 20% % 7 Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what isright 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.

8 CRESCE GENERALMENTE LA FIDUCIA NELLE NGO, MA CALA NEGLI USA E CROLLA IN POLONIA FIDUCIA NELLE NON-GOVERNMENTAL ORGANIZATIONS (NGO), 2013 VS % 64% 66% 51% 73% 57% 76% 76% 75% 69% 67% 66% 67% Le NGO al massimo della fiducia in 20 su 27 paesi esaminati 2014 HIGHER TRUST IN 17 COUNTRIES 70% 69% 70% 67% 66% 64% 64% 61% 55% 62% 59% 59% 84% 81% 58% 56% 76% 77% 75% 76% 46% 47% 40% 41% 37% 37% LOWER/EQUAL TRUST IN 9 COUNTRIES 76% 75% 73% 69% 67% 63% 62% 64% 63% 58% 83% 74% 70% 62% 61% 50% 47% N.A. 8 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, 20-country global total.

9 NELL 80% DEI PAESI LA FIDUCIA NEI MEDIA E IN CALO RISPETTO ALL ANNO PRIMA, CROLLO IN ITALIA FIDUCIA NEI MEDIA, 2013 VS HIGHER TRUST IN 5 COUNTRIES 78% 77% 81% 79% LOWER/EQUAL TRUST IN 21 COUNTRIES 79% 70% 57% 59% 60% 55% 54% 57% 52% 48% 47% 42% 70% 70% 60% 59% 49% 48% 61% 58% 47% 44% 43% 40% 66% 63% 66% 68% 63% 61% 61% 54% 47% 41% 38% 35% 45% 37% 71% 54% 51% 50% 50% 50% 45% 45% 42% 40% 40% 26% 30% 19% N.A. 9 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, 20-country global total.

10 GLI ITALIANI HANNO FIDUCIA NEI MOTORI DI RICERCA, NON E COSÌ IN EUROPA DOVE I TRADIZIONALI MANTENGONO LA PRIMA POSIZIONE L ITALIA SI FIDA DI DIFFERENTI FONTI DI INFORMAZIONE Global EU Italy 69% 65% 65% 53% 60% 54% 54% 41% 50% 47% 44% 45% 44% 34% 35% ONLINE SEARCH ENGINES TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA 10 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.

11 LA FIDUCIA NEL BUSINESS E GENERALMENTE STABILE; MA CALA IN ITALIA E IN ALCUNI ALTRI PAESI FIDUCIA NEL BUSINESS, 2013 VS HIGHER TRUST IN 12 COUNTRIES LOWER/EQUAL TRUST IN 15 COUNTRIES 82% 72% 74% 82% 70% 74% 77% 81% 79% 77% 71% 82% 73% 58% 58% 63% 65% 59% 58% 57% 48% 49% 48% 63% 39% 64% 62% 58% 45% 40% 56% 52% 53% 56% 44% 43% 62% 58% 47% 44% 44% 41% 43% 38% 61% 58% 54% 51% 60% 56% 56% 49% 50% 45% 45% 31% N.A. 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, 20-country global total.

12 LA FORBICE SI ALLARGA: CHI E IN TESTA CRESCE, CHI E IN BASSO CALA ITALIA, FIDUCIA NEI DIVERSI COMPARTI INDUSTRIALI: 2013 VS vs TECHNOLOGY 74% TECHNOLOGY 81% +7 CONSUMER ELECTRONICS MANUFACTURING ENTERTAINMENT AUTOMOTIVE FOOD AND BEVERAGE BREWING AND SPIRITS CONSUMER PACKAGED GOODS TELECOMMUNICATIONS CONSUMER HEALTH COMPANIES ENERGY CHEMICALS MEDIA PHARMACEUTICALS FINANCIAL SERVICES BANKS 34% 32% 48% 55% 56% 56% 54% 63% 60% 61% 62% 60% 72% 69% CONSUMER ELECTRONICS MANUFACTURING ENTERTAINMENT AUTOMOTIVE FOOD AND BEVERAGE BREWING AND SPIRITS CONSUMER PACKAGED GOODS TELECOMMUNICATIONS CONSUMER HEALTH COMPANIES ENERGY CHEMICALS MEDIA PHARMACEUTICALS FINANCIAL SERVICES BANKS 30% 23% 74% 70% 66% 66% 65% 64% 61% 58% 51% 50% 50% 43% 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.

13 LE RINNOVABILI GUIDANO LA FIDUCIA, BANCHE E PETROLIO IN CODA ITALIA, FIDUCIA NEI DIVERSI SETTORI FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY Credit cards/payments 51% Food and beverage retailers 64% Renewables 68% Financial services industry overall 32% Food Industry overall 63% Energy industry overall 54% Financial advisory/asset management Insurance 31% 31% Food service Food and beverage manufacturers 61% 59% Natural Gas Utilities Mining 52% 51% 42% Banks 24% Fast food restaurants 46% Oil 30% 13 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. 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. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.

14 LA TECNOLOGIA E SEMPRE IN TESTA IN TUTTO IL MONDO. LE BANCHE IN CODA FIDUCIA NEI COMPARTI: 2009 VS DATI GLOBALI VS TECHNOLOGY 76% TECHNOLOGY 79% +3 AUTOMOTIVE 58% AUTOMOTIVE 70% +12 FOOD AND BEVERAGE 56% FOOD AND BEVERAGE 66% +10 CONSUMER PACKAGED GOODS 54% CONSUMER PACKAGED GOODS 65% +11 ENERGY 55% ENERGY 59% +4 PHARMACEUTICALS 53% PHARMACEUTICALS 59% +6 MEDIA 43% MEDIA 51% +8 BANKS 47% BANKS 51% 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, 20-country global total.

15 LE AZIENDE DEI PAESI BRICSOFFORNO DI UN DEFICIT DI FIDUCIA RISPETTO A QUELLE DEI PAESI OCCIDENTALI, ITALIA A MEZZA STRADA RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI MOST TRUSTED 80% 79% 79% 78% 75% 74% 71% 68% 67% 50% 55% 54% 53% 42% 38% 36% 35% 34% Germany Sweden Switzerland Canada U.K. Japan The Netherlands U.S. France Italy South Korea Spain Brazil Russia China India Mexico 15 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, 27-country global total.

16 GLI ITALIANI NON HANNO FIDUCIA NELLE PROPRIE AZIENDE, L ESTEROFILIA DOMINA RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI - ITALIA MOST TRUSTED 80% 79% 77% 76% 75% 75% 69% 63% 57% 47% 46% 38% 36% 31% 27% 26% 23% 16 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.

17 MOLTI PAESI HANNO PIÙ FIDUCIA NELLE NOSTRE IMPRESE DI NOI STESSI FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO 90% 80% 83% 70% 60% 55% 50% 46% 40% 30% 24% 20% 10% 0% 17

18 LE IMPRESE FAMILIARI E DI PICCOLE/MEDIE DIMENSIONI GODONO DI UN VANTAGGIO DI FIDUCIA, SALVO IN ASIA. FIDUCIA NEI DIVERSI TIPI DI IMPRESE - PER REGIONI FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE-OWNED 74% 71% 73% 68% 63% 65% 62% 61% 62% 62% 63% 54% 85% 83% 76% 78% 80% 72% 74% 68% 70% 63% 60% 57% 48% 47% 47% 45% 46% 45% GLOBAL APAC EU NORTH AMERICA LATIN AMERICA 18 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.

19 LE IMPRESE FAMILIARI AL TOP, QUELLE STATALI IN FONDO FIDUCIA DELL ITALIA NEI DIVERSI TIPI DI IMPRESA Global EU Italy 71% 76% 69% 68% 68% 64% 63% 62% 61% 57% 51% 48% 38% 54% 47% 46% 47% 35% FAMILY-OWNED SMALL- AND MEDIUM- SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE OWNED 19 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.

20 L ITALIA PREFERISCE LE IMPRESE PRIVATE ASSERZIONI ASSOCIATE ALLE AZIENDE PUBBLICHE / A QUELLE PRIVATE- ITALIA PUBLICLY-TRADED RESPONSIVE TO CUSTOMERS' NEEDS ARE ENTREPRENEURIAL ACT RESPONSIBLY RESPONSIVE TO SOCIETY'S NEEDS OFFER HIGH QUALITY PRODUCTS OR SERVICES RESPONSIVE TO EMPLOYEES' NEEDS ARE INNOVATIVE TOP LEADERSHIP ARE TRANSPARENT IN THEIR BUSINESS PRACTICES THINK LONG-TERM DELIVER CONSISTENT FINANCIAL RETURNS ARE PHILANTHROPIC HAVE TOO MUCH POLITICAL INFLUENCE PRIVATELY-HELD 41% 63% 61% 79% 31% 49% 38% 54% 50% 65% 27% 42% 54% 69% 42% 56% 27% 41% 57% 66% 37% 46% 26% 32% 75% 55% Gap Q [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how muchyou 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.

21 DAL 2009 AL 2014, UN BALZO IN ALTO PER I DIPENDENTI, LE PERSONE COME TE, I CEO. CREDIBILITA DELLE FIGURE RAPPRESENTATIVE VS ACADEMIC OR EXPERT 62% ACADEMIC OR EXPERT 67% +5 TECHNICAL EXPERT* TECHNICAL EXPERT 66% A PERSON LIKE YOURSELF 47% A PERSON LIKE YOURSELF 62% +15 FINANCIAL OR INDUSTRY ANALYST 49% FINANCIAL OR INDUSTRY ANALYST 53% +4 NGO REPRESENTATIVE 41% NGO REPRESENTATIVE 52% +9 REGULAR EMPLOYEE 32% REGULAR EMPLOYEE 52% +20 CEO 31% CEO 43% +12 GOVERNMENT OFFICIAL OR REGULATOR 29% GOVERNMENT OFFICIAL OR REGULATOR 36% +7 * Not tested in Q [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information abouta 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, 20- country global total.

22 GLI ITALIANI CONTINUANO A CREDERE NEGLI ESPERTI, MENO NEI BLOGGER E NEI CEO CREDIBILITA DELLE FIGURE RAPPRESENTATIVE, 2013 VS ITALIA ACADEMIC OR EXPERT % ACADEMIC OR EXPERT % 2013 vs TECHNICAL EXPERT IN THE COMPANY 57% TECHNICAL EXPERT IN THE COMPANY 61% +4 A PERSON LIKE YOURSELF 61% A PERSON LIKE YOURSELF 58% -3 NGO REPRESENTATIVE 51% NGO REPRESENTATIVE 55% +4 REGULAR EMPLOYEE 41% REGULAR EMPLOYEE 48% +7 FINANCIAL OR INDUSTRY ANALYST 43% FINANCIAL OR INDUSTRY ANALYST 46% +3 GOVERNMENT OFFICIAL OR REGULATOR 31% GOVERNMENT OFFICIAL OR REGULATOR 37% +6 *SUCCESSFUL ENTREPRENEUR 40% *ENTREPRENEUR 36% -4 CEO 37% CEO 31% -6 BOARD OF DIRECTORS 32% BOARD OF DIRECTORS 29% -3 BLOGGER 36% BLOGGER 28% -8 *Changed from Successful Entrepreneur in Q [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information abouta 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.

23 I LEADER DEL BUSINESS, RISPETTO A QUELLI DI GOVERNO, HANNO UNA FIDUCIA PIÙ CHE DOPPIA NEI PROBLEMI SOCIALI O SOCIETARI FIDUCIA DEGLI ITALIANI NEL BUSINESS E NEI LEADER DI GOVERNO PER GESTIRE I SEGUENTI PROBLEMI: BUSINESS LEADERS % 20% 20% 19% 14% 13% 13% 12% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS MAKE ETHICAL AND MORAL DECISIONS TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS SOLVE SOCIAL OR SOCIETAL ISSUES GOVERNMENT LEADERS % 9% 8% 9% 8% 10% 7% 7% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS MAKE ETHICAL AND MORAL DECISIONS TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS SOLVE SOCIAL OR SOCIETAL ISSUES 23 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.

24 IN ITALIA UN SIGNIFICATIVO CALO DI FIDUCIA PER IL GOVERNO, MA ANCHE IN USA, FRANCIA E HONG KONG FIDUCIA NEL GOVERNO, 2013 VS = HISTORIC LOW GLOBAL HISTORIC LOW (2009) = 43% HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 81% 82% 73% 76% 75% 48% 44% 17% 65% 62% 60% 63% 56% 57% 53% 53% 49% 47% 48% 45% 47% 45% 44% 43% 43% 40% 42% 32% 33% 34% 29% 27% 23% 19% 20% 18% 60% 58% 54% 51% 63% 53% 49% 50% 45% 41% 35% 37% 30% 32% 28% 32% 24% 19% 21% N.A. 24 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, 20-country global total.

25 IL GAP GLOBALE (14 PUNTI PERCENTUALI) FRA FIDUCIA NEL BUSINESS E NEI GOVERNI FIDUCIA NEL BUSINESS VS. GOVERNO BUSINESS GOVERNMENT HIGHER TRUST IN BUSINESS HIGHER TRUST IN GOVERNMENT 73% 20+ PT. HIGHER TRUST IN BUSINESS 82% 79% 70% 72% 77% 76% 75% 71% 82% 88% 50% 63% 58% 44% 17% 28% 34% 58% 23% 53% 45% 19% 58% 53% 45% 45% 37% 38% 41% 27% 24% 21% 18% 62% 59% 56% 57% 56% 54% 51% 53% 49% 49% 42% 43% 45% 45% 32% 43% 43% 60% 54% 45% 39% 63% 51% 25 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, 20- country global total.

26 CRESCE NEL MONDO LA VOGLIA DI REGOLE, SOPRATTUTTO IN CAMPO FINANZIARIO, NELL ENERGIA E NELL ALIMENTARE REGOLAZIONE STATALE DEL BUSINESS NEI DIVERSI SETTORI DATI GLOBALI NOT ENOUGH REGULATION TOO MUCH REGULATION GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY UK: 73%SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 42% 53% 51% 48% 27% 16% 17% 12% Government Regulation of Business Government Regulation of Financial Services Industry Government Regulation of the Energy Industry Government Regulation of the Food & Beverage Industry 26 Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, 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, 27- country 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.

27 SOPRATTUTTO IN ITALIA, SI CHIEDONO PIÙ REGOLE, NON MENO REGOLAZIONE STATALE DEL BUSINESS NEI DIVERSI SETTORI - ITALIA Not Enough Too Much 73% 63% 48% 46% 31% 11% 9% 7% Government Regulation of Business Government Regulation of Financial Services Industry Government Regulation of the Energy Industry Government Regulation of the Food & Beverage Industry 27 Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, 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 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.

28 E TEMPO DI UNA SVOLTA. GLI ITALIANI VOGLIONO PARTECIPARE PERCENTUALE DI CONSENSO RISPETTO ALLE SEGUENTI AFFERMAZIONI - ITALIA Nuove regole del business 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 Politica energetica The energy industry should be a more active participant in the broader debate over Italy energy policy 73% 68% Alimentazione The food and beverage industry should be a more active participant in the broader debate in Italyover solutions to food and nutrition policy issues 67% Servizi finanziari The financial services industry should be a more active participant in the broader debate over the future of the Italy banking system 58% 28 Q Please indicate how much you agree or disagree with the following statements? Informed Publics.

29 GLI ITALIANI VOGLIONO CHE IL GOVERNO GARANTISCA COMPORTAMENTI CORRETTI DA PARTE DELLE AZIENDE I PIÙ IMPORTANTI RUOLI DEL GOVERNO NEL BUSINESS - ITALIA 24% 23% 18% 16% 15% 3% 2% REGULATE BUSINESS PROTECT CONSUMERS ACTIVITIES TO ENSURE FROM IRRESPONSIBLE BUILD INFRASTRUCTURE COMPANIES ARE BEHAVING RESPONSIBLY BUSINESS PRACTICES THAT PROMOTES AND FACILITATES BUSINESS OPPORTUNITIES GIVE OR LOAN MONEY TO BUSINESS WHEN IT EXPERIENCES FINANCIAL CRISIS WORK TO ENSURE FREE MARKET ACCESS AND OPEN COMPETITION WITHIN INDUSTRIES GOVERNMENT SHOULD NOT PLAY A ROLE IN BUSINESS DON'T KNOW 29 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.

30 TRATTARE BENE I DIPENDENTI E IL PRIMO PASSO VERSO LA FIDUCIA IN ITALIA L IMPORTANZA RAFFRONTATA CON IL PERCEPITO IN 16 AREE CHE RIGUARDANO LA FIDUCIA - ITALIA Gap ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TREATS EMPLOYEES WELL HIGH QUALITY PRODUCTS TRANSPARENT & OPEN LISTENS TO CUSTOMERS COMMUNICATES OFTEN CUSTOMERS BEFORE PROFITS PROTECTS ENVIRONMENT IS ETHICAL POSITIVELY IMPACTS COMMUNITY ACTS RESPONSIBLY IN CRISIS ADDRESSES SOCIETY'S NEEDS INNOVATOR PARTNERS WITH NGOS ADMIRED TOP LEADERSHIP CONSISTENT FINANCIAL RETURNS TOP GLOBAL COMPANY IMPORTANCE PERFORMANCE 49% 46% 58% 57% 43% 55% 42% 54% 43% 53% 41% 53% 52% 46% 43% 51% 41% 50% 40% 50% 41% 48% 39% 46% 39% 34% 36% 31% 25% 26% 24% 25% 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, 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 a9-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.

31 I DIPENDENTI SONO I PIÙ CREDIBILI NELLA COMUNICAZIONE IN 3 SU 5 AREE. GLI INFLUENZATORI DI MAGGIOR CREDIBILITÀ PER COMUNICARE IN QUESTI AMBITI - ITALIA COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 49% 45% 13% 29% 12% 13% 18% 15% 19% 22% 20% 36% 33% 31% 30% 28% 26% 25% 26% 23% 23% 20% 19% 18% 18% 17% 15% 15% 15% 16% ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TOTALS 31 Q (Italy Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Public

32 LE AZIENDE POSSONO GUIDARE IL CONFRONTO SUL CAMBIAMENTO. I CEO DEVONO DIVENTARE OGGI CHIEF ENGAGEMENT OFFICERS COSA DEVE FARE UN CEOPER OTTENERE FIDUCIA IN SE STESSO E NELLA SUA AZIENDA -ITALIA 73% 73% 72% 70% 59% 54% Communicates clearly and transparently Tells the truth, regardless of how complex or unpopular it is Is front and center during challenging times (product recalls, lawsuits, etc.) Engages with employees regularly to discuss the state of the business Is personally involved in supporting local charities and good causes Has an active media presence 32 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 4Box, Total Important) Informed Publics.

33 NON E UN FENOMENO SOLO ITALIANO, STESSI VALORI IN ITALIAE NEL MONDO COSA DEVE FARE UN CEOPER OTTENERE FIDUCIA IN SE STESSO E NELLA SUA AZIENDA MEDIA MONDO 82% 81% 80% 79% 69% 53% 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 33 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 buildingyour TRUST in that CEO's company?(top 4 Box, Total Important) General Publics, 27-country global total.

34 16 AREE CHIAVE PER OTTENERE FIDUCIA ENGAGEMENT / IMPEGNO 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 / ETICA 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 / FINALITA 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 34 RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

35 GRAZIE PER L ATTENZIONE SERGIO.VENEZIANI@EDELMAN.COM