Das Vertrauen der Deutschen in die hiesige Finanzbranche ist auch fast zehn Jahre nach der Finanzkrise noch stark angeschlagen, das zeigen die Ergebnisse des Edelman Trust Barometers 2016.

1. Financial Services
2016 Edelman
Trust Barometer

2. Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64
‣ College educated
‣ In top 25% of household income per age group in each country
‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2

3. Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016

4. 48
42
26
35
20
12
Trust Matters
4
Percent who engage in each behavior based on trust
68
59
41
38
37
18
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General
Population
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please
answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of
the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines

5. 1 State of Trust
Globally and in the Financial Services Sector

6. 60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-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 Public
and General Population, 25-country global total.
6
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
49
48
46
49
NGOs
Government
Media
Business
Post-Recession Highs
Informed
Public
General
Population

7. 40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-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) General Population, 25-country global total.
Percent change in trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
7
Consumer Packaged Goods
4
Food & Beverage
Consumer
Packaged Goods
Telecommunications
Energy
Financial Services
Energy
5
Financial Services
8
Telecommunications
2
Food & Beverage
1

8. 50%
Increased Trust in Financial Services
8
Percent trust in the financial services sector, 2015 vs. 2016 (27-country global total)
Increased or equal trust in financial services in 24 countries
+10 +13
General
Population
2015 2016
Source: 2016 Edelman Trust Barometer Q45-429. 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)
General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
+5 +7 +7 -7
48
45
72 72
69 67
57
62
56 55
51
45 43
39 37
41
35
40
36 36 36 34
29
22
33
25
77
59 61
51 50
76 75
73
67 67
64
56 56 54
52
48 47 46
43 43 42 41 40 39 37 36 35 34
32
74
57
54
Global27
GDP5
China
Indonesia
UAE
Malaysia
Mexico
Singapore
Brazil
Canada
U.S.
S.Korea
Australia
Japan
Turkey
Argentina
Netherlands
Russia
U.K.
Italy
Poland
Sweden
Ireland
Spain
France
Germany
India
S.Africa
HongKong
+7 +8 +9+5
Five of six major
financial centers saw
increased or equal
trust

9. Financial Services Sub-Sectors:
Mobile Banking Most Trusted
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 27-country global totals, question asked of one-fifth the sample.
9
Trust in various industry sub-sectors (27-country global total)
Banks Financial Advisory/
Asset Management
Credit Cards/
Payments
Banks
General
Population
Mobile banking/
e-payments
Credit Cards/Payments & Banks Biggest Gainers
52% 51%
47% 46%
59% 57%
51%
49%
63%
2015 2016
Notaskedin2015

10. 74 Indonesia
73 UAE
72 China
72 India
66 Malaysia
65 Mexico
64 Colombia
63 Singapore
56 Canada
56 S. Africa
54 Brazil
53 Hong Kong
51 U.S.
50 S. Korea
Financial Services Index:
Mass Population
Least Trusting
Trust in the financial services sector,
Informed Public vs. General
Population vs. Mass Population, 2016
Source: 2016 Edelman Trust Barometer Q45-429. 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 Public, General
Population, and Mass Population, 28-country global total.
General
Population
Mass
Population
51 Global
Informed
Public
10
Trusters
Neutrals
Distrusters
52 Global
48 Australia
47 Japan
46 Turkey
43 Argentina
43 Netherlands
42 Russia
41 U.K.
40 Italy
39 Poland
37 Sweden
36 Ireland
35 Spain
34 France
32 Germany
76 China
75 Indonesia
74 India
73 UAE
67 Malaysia
67 Mexico
65 Colombia
64 Singapore
57 S. Africa
56 Brazil
56 Canada
54 Hong Kong
54 U.S.
52 S. Korea
84 China
84 India
84 Indonesia
77 Mexico
72 Malaysia
70 Colombia
69 Singapore
69 UAE
69 U.S.
67 Brazil
62 S. Africa
49 Italy
48 Japan
47 Spain
44 France
44 Netherlands
41 Argentina
41 Ireland
40 Russia
38 Poland
36 Sweden
34 Germany
57 Australia
56 S. Korea
55 Canada
55 Hong Kong
52 U.K.
51 Turkey
59 Global
47 Australia
47 Japan
45 Turkey
44 Argentina
43 Netherlands
42 Russia
40 Poland
40 U.K.
38 Italy
36 Ireland
36 Sweden
33 Spain
32 France
32 Germany
8 point gap
between
informed public
and mass
population
Half of countries are
distrusters for mass
population

11. 2 Trust
Inequality

12. 53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-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 Public
and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
12
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase

13. Source: 2016 Edelman Trust Barometer Q45-429. 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 Public and Mass Population, 25-country global total.
13
Percent trust in financial services, 2012 to 2016 (25-country global total)
Financial Services: Following the Same Trend
6pt
Gap
4pt
Gap
47
50
51
52
56
43
46
47 47
50
2012 2013 2014 2015 2016
Informed
Public
Mass
PopulationTrust in Financial Services

14. 2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
Accelerating Disparity: A Global Phenomenon
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-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 Public
and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
14
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Global25
GDP5
France
U.K.
U.S.
Spain
Mexico
Singapore
S.Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
HongKong
Netherlands
Sweden
3
5
12
10
8 8
7
4 4 4
3 3 3 3
2 2
1 1
0 0
-2 -2
-3
-4 -4 -4
-5
Five of six major financial centers
see growing trust disparity

15. Financial Services Sector Gap Disparity
Source: 2016 Edelman Trust Barometer Q45-429. 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 Public and Mass Population, 28-country global total.
15
Trust in the financial services sector, Informed Public vs. Mass Population, 2016
Country
Informed
Public
Mass
Population Gap
U.S. 69 51 18
Spain 47 33 14
Brazil 67 54 13
Mexico 77 65 12
France 44 32 12
UK 52 40 12
China 84 72 12
Italy 49 38 11
Indonesia 84 74 10
Singapore 69 63 6
Germany 34 32 2
Hong Kong 55 53 2

16. 60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
16
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
19192022262931
Low-income
respondents
High-income
respondents
Four of six financial centers see a double-
digit trust gap between high and low income
respondents

17. Mass
Population
The Inversion of Influence
17
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-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 Public
and Mass Population, 28-country global total.
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index
Informed
Public

18. 63 64
57
50
48
41
50
39
33
67
64 63
53 52
49 48
44
35
Inversion: Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, 27-country global total.
18
Percent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors
Government
official/regulator
CEO credibility
increased the most
General
Population
+6

19. 3 An Opportunity
for Business

20. A Position of Strength
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-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 Public
and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep
up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a
great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
20
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 and
percent trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016
51
48
55 53
63
57
67
63
NGOs Business
+4 +6
+4 +5
Informed
Public
General
Population
Business closing NGO’s long-held lead in trust
Trust
2016
Trusted to
keep pace
Trust
2015
63
57
67
6363
69
51
48
55
53
55
61
NGOs Business
Business most trusted to keep pace

21. Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree).
General Population, 27-country global total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
General
Population
21

22. 4 Leadership in a
Divided World

23. Addressing Trust Inequality
23
Employee
Advocacy
Engagement
Values
Actions
Trust

24. Employee
Advocacy
Leadership in a Divided World:

25. 25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments?
Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and
prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s
innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General
Population, 28-country global total.
25
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson

26. Financial Services: Least-Trusted Sector
is Most-Trusted Employer
26
Percent trust in own company within each industry by employees, and
trust in that industry sector among the general population
General
Population
General
Sector Trust
Trust in Own
Company
Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your own company and other
companies in your industry, please indicate how much you trust each 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) Q206 Which of the following best describes your current employment status? (Net: “Employed full-time” and “Employed part-time”) General Population
among those employed (Q206), 28-country global total. Q525-526 asked of half the sample. Q45-429. 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) General
Population, 28-country global total.
Automotive
74 / 61
13
Professional
Services
79 / 63
16
Financial Services
80 / 52
28
Telecommunications
75 / 60
15
Fashion
77 / 62
15
GAP

27. 61%
52% 51%
62%
60%
53%
40% 41%
52% 52%
Financial Services Employees Weigh-In on
Societal Issues
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the
sample.
27
Employees who say their company and their CEO are
engaged in societal issues, by industry sector
CEO
engaged
Company
engaged
Technology Food & Beverage Health Financial Services Energy
General
Population

28. Employees of F.S.
companies NOT
engaged in societal
issues
Employees of F.S.
companies engaged
in societal issues
Employee Advocacy in Financial Services Sector
Increases With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through
programs or relationships with other companies? (Yes summary) Q530-536. Thinking about your current company, please indicate how much you agree with each
of the following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree)
General Population, 28-country global total, question was asked of half the sample. 28
Percent who agree with each statement, comparing those who
work at companies involved in addressing broader societal issues
vs. those who do not, financial services sector
68
68
68
64
70
71
75
Recommend company as an employer
Motivated to perform
Recommend products and services to others
Stay working for the company
Confidence in the future of the company
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
18
21
19
24
19
18
15
93
92
89
88
87
86
83
General
Population
Level of Employee Advocacy/Commitment

29. Engagement
Leadership in a Divided World:

30. 58
53
44
63
46
2012 2013 2014 2015 2016
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a
nine-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) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting
of digital media than
general population
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General
Population
30
Millennials Gap
66 3
58 0
58 5
51 5
51 7

31. 50%
67
61
53
46
39
46
40
34
30
26
78
65
62
55
49
44 42
37
32 31
My friends
and family
An academic
expert
Companies
that I use
Employees of
a company
A company
CEO
A journalist A well-known
online
personality
Elected
officials
Celebrities Companies I
don’t use*
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 31
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11
General
Population
+10
2015 2016

32. Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about
brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands
with friends and other people like me
Source: 2015 Earned Brand Study of Global Consumers
purchase decisions
at the moment of truth
75%
Build Inspiration %
They give me a sense of community 16
They get me 17
Push Consideration %
They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %
They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peers
influence
32

33. Values
Leadership in a Divided World:

34. 48
45
26
27 29 30 31 31 32
33
39 40 40 40 41 42 44
47
50 51 53
56
64 65
68 69 71 71
76 76
Global28
GDP5
Ireland
Sweden
France
Spain
U.K.
Russia
Germany
Netherlands
Italy
Poland
Japan
Australia
S.Korea
Canada
Argentina
U.S.
S.Africa
Turkey
HongKong
Singapore
Colombia
Brazil
UAE
Malaysia
Mexico
Indonesia
India
China
CEO Challenge:
More Than Half Don’t Trust FS CEOs
Percent who trust CEOs to do what is right,
financial services sector
Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the financial services industry to do what is right. Please use the 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) General Population, 28-
country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
34
General
Population
50%
In 20 of the 28 countries, the general population do not trust CEOs
in the financial services industry to do what is right
Five of six financial centers fall into
distruster territory regarding CEOs

35. 62%65%
70%
79%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal
values
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?
Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507
‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524.
For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that
attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the
sample.
Percent who agree that each type of information
is important in building trust in a CEO
both directly (86%)
and via media (75%)
General
Population
35
CEOs must engage

36. Actions
Leadership in a Divided World:

37. Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country
global total, question asked of half the sample.
37
Percent who agree that CEOs should be personally visible in discussing…
8in10
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
7in10
Financial
Results
General
Population

38. Trust-Building Behaviors:
Data, Quality and Safety Are Critical for Financial Services
Importance vs. performance of behavior in building trust in a company
General
Population
38
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point
scale where one means that behavior 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, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point
scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General
Population, 28-country global total.
Protects
Consumer Data
86 / 65
21 23 23
24 16
Develops
Intellectual Property
74 / 56
18
Ensures
Quality Control
85 / 62
Keeps Me and My
Family Safe
81 / 58
Transparent
Social Responsibilities
80 / 56
Makes My
Life Easier
80 / 64
PerformanceImportanceGAP

39. Trust Building Behaviors:
Actions Leading to Better Performance
39
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point
scale where one means that behavior 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, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point
scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General
Population, 28-country global total.
Data Privacy & Security
Develops Intellectual Property
Ensures Quality Control
Keeps Me and My Family Safe
Transparent Social Responsibilities
Makes My Life Easier
Protects Consumer Data
BEHAVIORS ACTIONS
Business + Social Purpose
Research & Analytics
BEHAVIORS ACTIONS
Financial EducationDigital Strategy

40. Employee
Advocacy
Engagement Values
Actions
Embracing the
New Reality of Influence to
Address Trust Inequality
Influence
TRUST
40
Leadership
TRUST
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where
they are, about what most interests/concerns them
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Bridge the gap in trust building behaviors by taking
action

41. Appendix:
2016 Trust Barometer
Additional Data

42. Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-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) General Population, 25-country global total. *From 2012-2014, Pharma included as
subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
42

43. 50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 34 34
36 36 37
39
45 46 47 49 49 49
57
64 64 65
69 70
74
81 83
Global
GDP5
Japan
France
Germany
U.K.
Australia
Italy
S.Korea
Netherlands
Sweden
Poland
HongKong
Canada
Russia
U.S.
Singapore
Turkey
Ireland
S.Africa
Spain
Malaysia
Mexico
Argentina
Brazil
China
UAE
Indonesia
Colombia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing
in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 43
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18

44. Desired Leadership Qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top five in each region
44
cannot name any CEOs*
60% of
global
respondents
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important
characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General
Population, 10-country global total.

45. Purpose Impacts Trust
45
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Allows me to be a productive
member of society
Fails to contribute
to the greater good
Lacks economic growth
No public services
59%
45%
40%
50%
39%
36%
General
Population

46. 50%
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-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) General
Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
48 47
64
70
58
68
65
59 56 57
48
51
43
46
51
36
44
30
46
36
40
32
42
38 36 37
30
60
57
53
50
76
71 70 69 67
64
60 60
57 56
53
52 51
48 46 46 46
43 43 42 42
39 38 38
33
58 56
Global27
GDP5
Mexico
Indonesia
China
India
UAE
Brazil
S.Africa
Singapore
Italy
Canada
Argentina
Australia
U.S.
Spain
U.K.
France
Sweden
Ireland
Japan
Turkey
Germany
HongKong
Poland
Russia
S.Korea
Malaysia
Netherlands
Global Increase in Business Trust
46
Percent trust in business, 2015 vs. 2016
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
General
Population
2015 2016

47. Integrity 54 31 23
Has Ethical Business Practices 51 31 24
Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23
Has Transparent And Open Business Practices 55 31 24
Engagement 55 32 23
Treats Employees Well 58 33 25
Listens To Customer Needs And Feedback 58 33 25
Places Customers Ahead Of Profits 55 31 24
Communicates Frequently And Honestly On The State Of Its Business 48 29 19
Products 49 34 15
Offers High Quality Products Or Services 58 35 23
Is An Innovator Of New Products, Services Or Ideas 41 32 9
Purpose 43 28 15
Works To Protect And Improve The Environment 50 30 20
Creates Programs That Positively Impact The Local Community 44 29 15
Addresses Society's Needs In Its Everyday Business 45 29 16
Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10
Operations 37 28 9
Has Highly-Regarded And Widely Admired Top Leadership 39 27 12
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9
Delivers Consistent Financial Returns To Investors 36 28 8
Trust-Building Attributes
Company Importance vs. Performance
%
Performance
%
Importance Gap
General
Population
47
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute 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,
Importance) 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,
Performance) General Population, 28-
country global total.

48. Integrity 51 27 24
Exhibits highly ethical behaviors 50 24 26
Takes responsible actions to address an issue or crisis 53 33 20
Behaves in a way that is transparent and open 50 24 26
Engagement 49 24 25
Treats employees well 52 25 27
Listens to customer needs and feedback 50 25 25
Places customer ahead of profits 47 23 24
Communicates frequently and honestly on the state of their company 46 23 23
Products 45 33 12
Places a premium on offering high-quality products or services 48 34 14
Is focused on driving innovation and introducing new products/services/ideas 42 32 10
Purpose 40 25 15
Is dedicated to protecting and improving the environment 41 22 19
Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14
Ensures that the company addresses society's needs in its everyday business 43 26 17
Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9
Operations 37 28 9
Attracts and retains a highly regarded and widely admired top leadership team 40 29 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4
Manages the company in a way that delivers consistent financial returns 41 29 12
Leaders Seen As Underperforming
Importance vs. performance of 16 trust-building leadership attributes
%
Performance
%
Importance Gap
General
Population
48
Source: 2016 Edelman Trust
Barometer. Q462-478 How important is
each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs on how well you think they are
performing on each of the following
attributes. Use a nine-point scale where
one means they are “performing
extremely poorly” and nine means they
are “performing extremely well.” CEO
questions use the same scales as the
business questions. (Top 2 Box,
Performance) General Population, 28-
country global total.

49. CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population.
[‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are
too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total.
49
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
67%
57%
Positive
long-term impact
Job creation
Not Enough
57%
49%
General
Population

50. 50%
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 28-country global total and regions, question asked of one-fifth the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
51 51
85 83
70
81
57
73
67 71
57 56 54
48
51
43
40
46 46
35
29
37
30 28
33
17 19
61
53
57 56
87 84 83 82
79 77 73
71
65 64 64 60
57
51 51
48 46 46 46
41 39 38
34
30
25
57
49
Global27
GDP5
India
China
Malaysia
Indonesia
Mexico
HongKong
Singapore
UAE
S.Africa
Brazil
U.S.
Argentina
S.Korea
Australia
Poland
Russia
Sweden
U.K.
Turkey
Netherlands
Germany
Italy
France
Spain
Ireland
Canada
Japan
Increased Trust in Banking
50
Percent trust in the banking sector, 2015 vs. 2016 (27-country global total)
Increased or equal trust in banking in 25 countries
+22+13 +10 +11 +11 +10
General
Population
2015 2016
+12 +17 +13

51. 50%
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 27-country global total, question asked of one-fifth the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
52
56
82
69
50
67
62 61
54
51
57
53
50 49
46 45 46 46 47 46
32
46
40 39
28
33
71
66
52
59 60
82
73 72
68 67 67 66 64 62 62 61
58 57
54 52 51 50 50 49 48 48 48 48
45
68
65
50
Global27
GDP5
China
India
Mexico
Indonesia
Singapore
Brazil
U.S.
Argentina
Malaysia
Canada
Italy
S.Korea
S.Africa
Netherlands
Sweden
Germany
France
U.K.
Ireland
Russia
Australia
Poland
Spain
Turkey
HongKong
UAE
Japan
Increased Trust in Credit Cards/Payments
51
Percent trust in the credit cards/payments subsector, 2015 vs. 2016 (27-
country global total)
Increased or equal trust in Credit Cards/Payments in 24 countries
+12+22
General
Population
2015 2016
+17+13 +11 +11 +20 +12

52. 50%
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 27-country global total, question asked of one-fifth the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
46
42
58
69
63
59 58 58
55
42
36
44
39
35
38 37
23
29
32
22 21
71 69
64
56 57
37
33
28
49
45
73 72
66
61 59 58 57
48 46 45 44 43
40 39 38
34 32 32 31
66 64
59
55 54
35
32
27
Global27
GDP5
Mexico
China
Malaysia
Brazil
S.Africa
Singapore
U.S.
Argentina
Netherlands
S.Korea
Australia
Turkey
U.K.
Poland
Spain
Sweden
France
Ireland
Germany
India
Indonesia
UAE
HongKong
Canada
Russia
Italy
Japan
Increased Trust in Financial Advisory/Asset Management
52
Percent trust in the financial advisory/asset management subsector, 2015 vs.
2016 (27-country global total)
Increased or equal trust in Financial Advisory/Asset Management in 19 countries
+10+15 +15 +10
General
Population
2015 2016
+10

53. 50%
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 27-country global total, question asked of one-fifth the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
47 47
54
66
63
57
60
56
48
38
45 44
38 39 37 36
32 31 29 27 25
35
77
67
63
66
51
43
40
51 51
72 71
67 66 64 62
56
52
49 47 47 45
41 39 39 38 38 37 37 36
71
63
60 59
50
40 39
Global27
GDP5
Mexico
China
Malaysia
Brazil
Singapore
U.S.
Argentina
Turkey
Sweden
S.Africa
Netherlands
U.K.
Australia
France
Italy
Poland
Germany
Ireland
Spain
Russia
India
UAE
HongKong
Indonesia
Canada
Japan
S.Korea
Increased Trust in Insurance
53
Percent trust in the insurance subsector, 2015 vs. 2016 (27-country global
total)
Increased or equal trust in Insurance in 20 countries
+14+18 +10
General
Population
2015 2016
+12

54. Financial Services Sub-Sectors:
Mobile Banking Most Trusted
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 27-country global totals and Germany, question asked of one-fifth the sample.
54
Trust in various industry sub-sectors (27-country global total) and Germany
Banks InsuranceMobile banking/
e-payments
Credit Cards/
Payments
General
Population
Financial Advisory/
Asset Management
Credit Cards/Payments & Banks Biggest Gainers
52% 51%
47% 46%
63%
59% 57%
51%
49%49%
51%
39% 38%
31%
2015 2016 Germany 2016
N/A

55. 50%
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 28-country global total, question asked of one-fifth the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
63
58
83
80 80 80 79
71 70 70 69 67 67 67
64 63 63 62 61 60 59 58 56
53 52
49 49 47 46
39
Global28
GDP5
China
Mexico
Malaysia
India
Indonesia
Brazil
Colombia
Sweden
UAE
Argentina
Netherlands
Singapore
Turkey
HongKong
S.Africa
Russia
Poland
U.S.
Italy
S.Korea
Australia
Canada
Ireland
Germany
U.K.
Japan
Spain
France
Nearly Two-Thirds Trust Mobile Banking/e-Payments
55
Percent trust in the mobile banking/e-payments subsector, 2016 (28-country
global total)
General
Population

56. 58% 59%
49%
52%
63%
63% 65%
57%
61%
59%
68%
66%
62%
65%
72%
39%
51%
36%
41%
55%
71%
64%
55% 57%
68%
Financial Services Sub-Sectors:
Regional Trust Levels Vary
Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services 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.” General Population, 28-country global total and regions, question asked of one-fifth the sample.
56
Trust in various industry sub-sectors
Financial Advisory/
Asset Management
InsuranceBanks Credit Cards/
Payments
Global
North America
Latin America
European Union
APAC
General
Population
Mobile banking/
e-payments

57. Financial Services CEO Trust Varies by Region
Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the
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) General Population, 28-
country global total and regions.
57
Respondents who trust CEOs in each industry
Financial ServicesHealth EnergyTechnology Food & Beverage
Global
North America
Latin America
European Union
APAC
General
Population
61%
54%
51%
48% 46%
57%
52%
46% 47% 48%
76%
66%
57%
61%
50%49%
46%
37%
32%
37%
67%
58%
64%
58% 56%

58. 80 78 76
80
88 92
Global GDP 5 European Union APAC North America Latin America
Majority of Financial Services Workers
Trust Their Employer
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust
each to do what is right using a nine-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) General Population, 28-country global total, question was asked of half the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
58
Percent who trust the company for which they work, financial services sector
General
Population

59. 70 70 71 73 74 74 74 74
75 75 77 77 78 79 80
67 64 61 63 61 61
65
57
66
60
64 62
75
63
52
Manufacturing
Transportation
HealthCare
Foodand
Beverage
Automotive
Consumer
PackagedGoods
Education
Energy
Retail
Tele-
communications
Entertainment
Fashion
Technology
Professional
Services
Financial
Services
Financial Services: Least-Trusted Sector
is Most-Trusted Employer
59
Percent trust in own company within each industry by employees, and
trust in that industry sector among the general population
General
Population
General
Sector Trust
Trust in Own
Company
91313101063 163151315917 28
Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your own company and other
companies in your industry, please indicate how much you trust each 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) Q206 Which of the following best describes your current employment status? (Net: “Employed full-time” and “Employed part-time”) General Population
among those employed (Q206), 28-country global total. Q525-526 asked of half the sample. Q45-429. 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) General
Population, 28-country global total.

60. Trust-Building Behaviors:
Data, Quality and Safety Are Critical for Financial Services
Protects consumer data 86 65 21
Ensures quality control 85 62 23
Keeps me and my family safe 81 58 23
Is transparent in reporting progress on company’s social responsibilities 80 56 24
Makes my life easier 80 64 16
Embraces sustainable business practices 80 59 21
Has leadership that effectively represents the interests of all stakeholders 79 57 22
Supports local charities and good causes 75 55 20
Develops intellectual property 74 56 18
Makes me feel connected to something bigger 70 53 17
Importance vs. performance of behavior in building trust in a company
%
Performance
%
Importance Gap
General
Population
60
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point
scale where one means that behavior 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, Importance) Q344A-J How well do you think the financial services industry is performing on the behaviors listed below. Use a 9-point
scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing) General
Population, 28-country global total.
social responsibility
#1 gap?

61. Trust-Building Behaviors:
Financial Services Falling Short
General
Population
Source: 2016 Edelman Trust Barometer Q335-440. How important is 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, Trust)
General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed
below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28-
country global total. 61
Gap in importance of behaviors in building trust vs. percent who
agree each industry is performing well against these behaviors
Technology
Health
Care
Food &
Beverage
Financial
Services
Energy
Protects consumer data 19 18 23 21 24
Ensures quality control 11 19 16 23 23
Keeps me and my family safe 15 15 21 23 20
Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26
Makes my life easier 1 15 11 16 12
Embraces sustainable business practices 14 22 18 21 22
Has leadership that effectively represents the interests of all
stakeholders 14 22 20 22 25
Supports local charities and good causes 15 19 17 20 22
Develops intellectual property 1 13 14 18 17
Makes me feel connected to something bigger 4 17 17 17 19
AVERAGE GAP 11 18 18 21 21
Financial services
tied for largest gap

62. 62
Edelman.ergo
Tobias Mündemann
Senior Partner
Tel.: +49 (0)221/ 912 887 13
E-Mail: Tobias.Muendemann@edelmanergo.com
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