Das Edelman Trust Barometer 2014 ist die größte, jährliche Untersuchung zu Vertrauen in und Glaubwürdigkeit von Regierungen, Nichtregierungsorganisationen (NGOs), Wirtschaft und Medien. Für die 14. Auflage wurden in 27 Ländern 33.000 Menschen befragt. Edelman Trust Barometer 2014: Deutscher Mittelstand ist Vertrauensweltmeister · Höchster Vertrauenswert in deutsche Wirtschaft seit Beginn der Erhebung · Mittelstand ist Vertrauensrückgrat der deutschen Wirtschaft · CEO der Zukunft wird zum Chief Engagement Officer · Glaubwürdigkeit in deutsche Regierung stagniert · Weltweit eklatante Lücke zwischen Vertrauen in Wirtschaft und Politik · Größter Vertrauensverlust in USA, Mexiko und Polen

1. GERMAN MEDIUM-SIZED
BUSINESSES ARE WORLD
CHAMPION OF TRUST
EDELMAN TRUST BAROMETER 2014
GERMANY RESULTS

2. Edelman’s
14th
GLOBAL
annual survey
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents
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; MAJOR DECLINES IN POLAND, U.S. & MEXICO
2013
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
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 -9pts.
4

5. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED
PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
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 AT A HISTORIC HIGH
GERMANY TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
69%
64%
57%
48%
NGOS
16%
#1
2013
14%
2013
6
8%
2014
61%
MEDIA
19%
54%
#3
12%
2014
#2
2013
2013
BUSINESS
2014
49%
48%
14%
14%
#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.

7. TRUST ADVANTAGE FOR FAMILY BUSINESSES
GERMANY TRUST IN DIFFERENT TYPES OF BUSINESSES
Global
EU
Germany
86%
71%
77%
76%
68% 68%
73%
63%
62%
57%
61%
47% 49%
48%
54%
47%
51%
39%
FAMILY-OWNED
7
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

8. PRIVATELY-HELD BUSINESSES SEEN AS CARING PERFORMERS
TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY
1
2
3
4
5
PUBLICLY-TRADED BUSINESSES
HAVE TOO MUCH POLITICAL INFLUENCE
RESPONSIVE TO CUSTOMERS’ NEEDS
66%
ARE ENTREPRENEURIAL
77%
ARE ENTREPRENEURIAL
65%
ARE INNOVATIVE
75%
HIGH QUALITY PRODUCTS & SERVICES
48%
HIGH QUALITY PRODUCTS & SERVICES
73%
THINK LONG-TERM
45%
THINK LONG-TERM
8
1
2
3
4
5
PRIVATELY-HELD BUSINESSES
68%
ARE INNOVATIVE
43%
Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF
COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that
statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics.
67%

9. TRUST GAP BETWEEN PRIVATELY-HELD AND PUBLICLY-TRADED COMPANIES
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - GERMANY
PUBLICLY-TRADED
+43
34%
RESPONSIVE TO CUSTOMERS' NEEDS
77%
+37
24%
ACT RESPONSIBLY
61%
RESPONSIVE TO EMPLOYEES' NEEDS
+34
21%
RESPONSIVE TO SOCIETY'S NEEDS
21%
55%
ARE PHILANTHROPIC
45%
73%
40%
68%
+25
22%
47%
35%
+20
55%
48%
ARE INNOVATIVE
+19
67%
65%
ARE ENTREPRENEURIAL
75%
38%
41%
DELIVER CONSISTENT FINANCIAL RETURNS
HAVE TOO MUCH POLITICAL INFLUENCE
+25
43%
TOP LEADERSHIP
+28
+27
13%
THINK LONG-TERM
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
+32
53%
OFFER HIGH QUALITY PRODUCTS OR SERVICES
9
Gap
PRIVATELY-HELD
+10
+3
66%
27%
Q296-311. [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, 27-country global total.
-39

10. BUSINESS OUTPACES GOVERNMENT IN TRUST
GERMANY TRUST IN THE FOUR INSTITUTIONS SINCE 2008
NGOs
Media
80%
Business
Government
69%
70%
64%
61%
60%
55%
49%
50%
52%
46%
40%
38%
34%
30%
47%
36%
57%
51%
43%
40%
39%
34%
48%
42%
37%
33%
48%
54%
49%
48%
34%
33%
26%
20%
2008
10
2009
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

11. CALL FOR MORE GOVERNMENT REGULATION
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - GERMANY
Not Enough
Too Much
66%
58%
48%
43%
33%
15%
Government Regulation of
Business
Government Regulation of
Financial Services Industry
19%
14%
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. 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
11 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.

12. GOVERNMENTS NEED TO PROTECT CONSUMERS
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - GERMANY
57%
36%
21%
19%
15%
6%
2%
PROTECT CONSUMERS REGULATE BUSINESS
BUILD
WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY
FROM IRRESPONSIBLE ACTIVITIES TO ENSURE INFRASTRUCTURE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT
BUSINESS PRACTICES COMPANIES ARE THAT PROMOTES AND
AND OPEN
BUSINESS
EXPERIENCES
BEHAVING
FACILITATES
COMPETITION WITHIN
FINANCIAL CRISIS
RESPONSIBLY
BUSINESS
INDUSTRIES
OPPORTUNITIES
12
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
1%
DON'T KNOW

13. BUSINESS SHOULD PLAY AN ACTIVE ROLE IN REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - GERMANY
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
78%
The energy industry should be a more active participant in
the broader debate over GERMANY energy policy
58%
The food and beverage industry should be a more active
participant in the broader debate in GERMANY over solutions
to food and nutrition policy issues
56%
The financial services industry should be a more active
participant in the broader debate over the future of the
GERMANY banking system
47%
13
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

14. GERMAN HEADQUARTERED COMPANIES LEADING IN TRUST
GERMANY TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
83%
81%
TRUSTED
80%
71%
71%
57%
54%
54%
42%
39%
35%
33%
28%
15
27%
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.
23%
20%
18%

15. TECHNOLOGY LEADS, FINANCIAL SERVICES SINK TO LEAST TRUSTED
INDUSTRY
TRUST IN INDUSTRIES, 2013 VS. 2014 - GERMANY
2014
2013
71%
TECHNOLOGY
CONSUMER ELECTRONICS
MANUFACTURING
68%
62%
AUTOMOTIVE
55%
FOOD AND BEVERAGE
63%
ENTERTAINMENT
52%
BREWING AND SPIRITS
72%
TECHNOLOGY
66%
-2
AUTOMOTIVE
65%
+3
FOOD AND BEVERAGE
58%
+3
ENTERTAINMENT
57%
-6
BREWING AND SPIRITS
57%
+5
53%
-3
MEDIA
51%
-4
CONSUMER PACKAGED GOODS
51%
+1
CONSUMER HEALTH COMPANIES
51%
+5
CHEMICALS
48%
-1
56%
TELECOMMUNICATIONS
MEDIA
55%
50%
46%
CONSUMER HEALTH COMPANIES
49%
CHEMICALS
42%
PHARMACEUTICALS
ENERGY
BANKS
FINANCIAL SERVICES
16
38%
26%
29%
+1
CONSUMER ELECTRONICS
MANUFACTURING
TELECOMMUNICATIONS
CONSUMER PACKAGED GOODS
2013 vs.
2014
PHARMACEUTICALS
ENERGY
42%
39%
0
+1
BANKS
33%
+7
FINANCIAL SERVICES
32%
+3
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.

16. TRUST IN INDUSTRY VERSUS ITS SECTORS
GERMANY TRUST IN INDUSTRY SECTORS
FINANCIAL SERVICES
INDUSTRY
Credit cards /
Payments
Banks
Insurance
47%
29%
26%
FOOD & BEVERAGE
INDUSTRY
Food service
66%
Food and
beverage retailers
Renewables
65%
59%
Utilities
45%
Mining
44%
61%
59%
45%
Natural Gas
Food and
beverage
manufacturers
Financial services
industry overall
23%
Food Industry
overall
Financial advisory /
Asset management
22%
Fast food
restaurants
17
ENERGY
INDUSTRY
39%
Energy industry
overall
Oil
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.
36%
33%

17. SHRINKING GAP BETWEEN EXPECTATION AND PERFORMANCE
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – GERMANY
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
PURPOSE
OPERATIONS
TREATS EMPLOYEES WELL
IMPORTANCE
PERFORMANCE
37%
INNOVATOR
TOP GLOBAL COMPANY
PARTNERS WITH NGOS
CONSISTENT FINANCIAL RETURNS
ADMIRED TOP LEADERSHIP
34%
33%
-12
49%
37%
IS ETHICAL
-13
49%
37%
ACTS RESPONSIBLY IN CRISIS
-15
53%
40%
PROTECTS ENVIRONMENT
-14
54%
39%
CUSTOMERS BEFORE PROFITS
-14
54%
40%
COMMUNICATES OFTEN
-12
57%
43%
TRANSPARENT & OPEN
-17
57%
45%
LISTENS TO CUSTOMERS
ADDRESSES SOCIETY'S NEEDS
63%
46%
HIGH QUALITY PRODUCTS
POSITIVELY IMPACTS COMMUNITY
Gap
-12
45%
44%
43%
40%
38%
33%
30%
33%
27%
32%
28%
29%
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, 2718 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.
-8
-10
-10
-2
-3
-6
-4
-4

18. CEOS AT HIGHEST TRUST LEVEL SINCE 2008
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - GERMANY
2013
TRUST IN
CEOs
2008: 22%
2009: 18%
2010: 22%
2011: 24%
2012: 21%.
2014
66%
A PERSON LIKE YOURSELF
2013 vs.
2014
A PERSON LIKE YOURSELF
72%
+6
70%
+17
TECHNICAL EXPERT IN THE
COMPANY
53%
TECHNICAL EXPERT IN THE
COMPANY
NGO REPRESENTATIVE
54%
NGO REPRESENTATIVE
60%
ACADEMIC OR EXPERT
61%
ACADEMIC OR EXPERT
63%
REGULAR EMPLOYEE
43%
*SUCCESSFUL ENTREPRENEUR
45%
55%
REGULAR EMPLOYEE
*ENTREPRENEUR
FINANCIAL OR INDUSTRY ANALYST
42%
+9
-1
+12
-3
FINANCIAL OR INDUSTRY
ANALYST
31%
37%
+6
CEO
28%
CEO
37%
+9
BOARD OF DIRECTORS
27%
BOARD OF DIRECTORS
35%
+8
GOVERNMENT OFFICIAL OR
REGULATOR
27%
GOVERNMENT OFFICIAL OR
REGULATOR
34%
+7
BLOGGER
20%
BLOGGER
28%
*Changed from “Successful Entrepreneur” in 2013
19
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.
+8

19. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - GERMANY
83%
83%
83%
82%
70%
49%
Communicates clearly
Engages with
Is front and center
Tells the truth,
Is personally involved Has an active media
and transparently employees regularly to during challenging
regardless of how
in supporting local
presence
discuss the state of times (product recalls, complex or unpopular charities and good
the business
lawsuits, etc.)
it is
causes
20
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.

20. TRADITIONAL MEDIA STILL MOST TRUSTED
GERMANY TRUST IN DIFFERENT SOURCES OF INFORMATION
Global
EU
Germany
77%
65%
65%
60%
54%
53%
47%
41% 43%
47%
45%
35% 37%
34% 35%
ONLINE SEARCH ENGINES
21
TRADITIONAL MEDIA
HYBRID MEDIA
SOCIAL MEDIA
OWNED 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.

21. A NEW TRUST ENVIRONMENT
There has been a significant change in
the trust environment since 2009.
Business must now lead the debate
for change.
People trust business to innovate, unite
and deliver across borders in a way that
government can’t. This trust comes with
the expectation and responsibility to
maintain it. Doing this is less risky than
Operations and CSR programs are now
tablestakes (compared to 2008). Business
must focus on
Engagement and
Integrity to build trust.
84% believe a company can take
specific actions that both increase profits
improve the economic
and social conditions in the
and
communities where it operates.
not doing it at all.
CEO must become Chief Engagement Officer
22

22. WE NEED TO EVOLVE…
From only
to include
Micro
Macro
Transactional
Shared Value(s)
Legal Requirements
Societal Expectations
What
How and Why

23. BUSINESS TO LEAD THE DEBATE FOR CHANGE
Participate
Advocate
Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.
Evaluate
24
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

24. 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