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2012
                                            EDELMAN TRUST BAROMETER
                                            GERMANY RESULTS




1   © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer
    METHODOLOGY OVERVIEW
                                                                                                  GENERAL    INFORMED   INFORMED
                                                                                                   PUBLIC      PUBLIC     PUBLIC
                                                                                                                25-64      35-64

        Twelfth annual study
                                                                                                            Indicates Global Data
        Online survey in 25 countries
                                                                                                            Indicates European
        30,000+ respondents
                                                                                                            Union Region Data

        1,000 general population respondents per country                                                    Indicates Germany Data

        Ages 18+
        Oversample of informed publics*
        500 respondents in U.S. and China & 200 in
        all other countries
        Ages 25-64
                   (Trending data among Ages 35-64)
        College-educated
        In top 25% of household income per age group in
        each country
        Report significant media consumption and
        engagement in business news and public policy

         EMEA select countries:
         UK, Germany, France, Italy, Spain, Netherlands, Sweden,
         Ireland, Poland, Russia** and UAE**


         * This year Informed Publics were surveyed via online methodology instead of telephone
         ** Note: Russia and UAE are not included in the European Union Region total



2   © Edelman, 2012. All rights reserved.
Edelman Trust Barometer in retrospect


                    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   © Edelman, 2012. All rights reserved.
4   © Edelman, 2012. All rights reserved.
Distrust is growing; nearly twice as many countries are now skeptics
Majority of EMEA countries are “Distrusters” in 2012

                                                 2011                                                                                  2012
                                       GLOBAL                          55                                                  GLOBAL                           51
                                       Brazil                          80           >                                      China                            76
                                       UAE                             78                                                  UAE                              68
                                       Indonesia                       74                                                  Singapore                        67
                                       China                           73                                                                                                                TRUSTERS
                                                                                                                           India                            65
                                       Netherlands                     73                                                  Indonesia                        63
                                       Mexico                          69                                                  Mexico                           63
                                       Singapore                       67                                                  Netherlands                      61
                                       Argentina                       62                                                  Canada                           58
                                       India                           56                                                  Italy                            56
                                       Italy                           56                                                  Argentina                        54                           NEUTRAL
                                       Canada                          55                                                  Australia                        53
                                       South Korea                     53                                             <    Brazil                           51
                                       Sweden                          52                                                  Sweden                           49
                                       Japan                           51           >                                      U.S.                             49
                                       Australia                       51                                                  South Korea                      44
                                       Spain                           51           >                                      Poland                           44
                                       France                          50           >                                      U.K.                             41
                                       Poland                          49                                                  Ireland                          41                           DISTRUSTERS
                                       Germany                         44                                             <    France                           40
                                       U.S.                            42                                                  Germany                          39
                                       U.K.                            40                                            <     Spain                            37
                                       Russia                          40                                            <     Japan                            34
                                       Ireland                         39                                                  Russia                           32
    Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
    UAE) and across 23 countries


5   © Edelman, 2012. All rights reserved.
Globally, NGOs and business fall to 2009 trust level – government record decline
    TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
            NGOs

            Media

            Business

            Government


     80%



     70%



                                                                                                                                                                  59%
     60%                                                                                                                         57%
                                                              53%                              54%                                                                                              54%
                             52%                                                                                                                                  53%
                                                                                                                            53%
                       52%                                                                     49%
     50%                                                 51%                                                                                                                                    47%
                                                                                                                                 46%                                    49%
                                                                                                                                                                                                      47%
                                                              48%                          46%                                                                                                   BUSINESS
                       44%                                                                                                                                        46%
                                                                                               44%                               45%
     40%                                                      43%
                             40%                                                                                                                                                                      38%
                                                                                                                                                                                               GOVERNMENT


     30%



     20%
                            2007                            2008                              2009                             2010                              2011                          2012
    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 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
    Hong Kong, Indonesia, Malaysia, Singapore and UAE)



6   © Edelman, 2012. All rights reserved.
In Germany, trust in business drops nineteen percentage points and is on par
    with government trust
                                        TRUST IN INSTITUTIONS – GERMANY
            NGOs

            Media

            Business

            Government

        80%



        70%



        60%

                                                                                                                                   53%                               53%
                                                                                                  49%
        50%                                                     47%
                                                                                                                                                                     51%                             46%

                                                                                                 46%                               41%                                                         43%
                                39%                             38%
        40%
                                                                                                                                        39%
                                                                                                 35%                                                                 35%                        BUSINESS
                                                                                                                                   38%                                                           32%
                                 31%
                                                                35%                                                                                                  34%
        30%                                                                                       33%
                                                                                                                                                                                  GOVERNMENT     31%
                               29%
                                                                27%
                                24%
        20%
                               2007                            2008                             2009                              2010                             2011                          2012

    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 4 Box, Trust) Informed Publics ages 35-64 in Germany




7   © Edelman, 2012. All rights reserved.
Globally, trust in three of four institutions declines; only media rises
    TRUST IN INSTITUTIONS

         2011
         Informed Public                                                                                                  56%
         2012                                                         52%                                                            53%
         Informed Public
         2012
                                                                                                                                                      47%
         General Public                                                            43%
                                                                                                   38%




                                             Government                                                                                                          Business



                                                                                                                          61%
                                                                                                                                      58%
                                                                      49%         52%
                                                                                                                                                       50%
                                                                                                   46%




                                                       Media                                                                                                       NGOs




    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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
    Singapore and UAE) AND General Population in 25 country global total



8   © Edelman, 2012. All rights reserved.
In Germany, trust in business declines significantly; government trust
    remains low
    TRUST IN INSTITUTIONS - GERMANY
         2011
         Informed Public
         2012
         Informed Public
         2012                                                                                                          52%
         General Public




                                                               33%         33%                                                      34%                      33%
                                                                                                    27%



                                            Government                                                                                                                 Business




                                                                                                                       55%
                                                                                                                                    48%
                                                                             42%
                                                                37%                                   39%
                                                                                                                                                             36%




                                                  Media
                                                                                                                                                                        NGOs



    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 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Germany


9   © Edelman, 2012. All rights reserved.
Several mature economies, including Germany, France and Spain,
      see double-digit drops in business trust
      TRUST IN BUSINESS
             2011
             Informed Public
             2012
             Informed Public




                         Trust                                                       Trust Steady                                                                                              Trust

                                                                                                                                   81%                                                                     81%
                                                                                                                                                                                   78%
                                                                                                                                         77%
                                                                                                                                                                       74%
                         71%                                                                     70% 69%
                                                                                                                                                                                         67%
                                                                                                            64%                                                              65%                                 63%
                   61%                                                                                            62%
       56%                           56%                     57%
                                                       54%                           54%                                                                   53%                                                                     53%
             53%                                                               52%                                                                                                             52%
                               50%               50%
50%                                                                                                                                                                                                                    48%
                                           46%                           46%                                            46%                                      47%
                                                                   44%                                                     43%                 44%
                                                                                           41% 41%
                                                                                                                                                     38%
                                                                                                                                                                                                     34%                                 32%
                                                                                                                                                                                                                             28%




      Q11-14. [Business in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
      (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries



 10    © Edelman, 2012. All rights reserved.
The top three most trusted industries remain consistent between 2011 and
     2012; pharmaceuticals and energy industries fall significantly in Germany
     TRUST IN INDUSTRIES – GERMANY



                                     2011                                                                                                     2012
                    Technology                                                    84%                                       Technology                                            64% - 20

                     Automotive                                                79%                                          Automotive                                         55% - 24

        Telecommunications                                             63%                                       Telecommunications                                    47%       - 16

                            Media                                    57%                                          Food and beverage                                  43%

             Pharmaceuticals                                         57%                                                          Media                             41% - 16

                          Energy                               48%                                                 Brewing and spirits                             39%

          Brewing and spirits                                  47%                                      Consumer packaged goods                                  36%

         Food and beverage                               37%                                                          Pharmaceuticals                           34% - 23

Consumer packaged goods                                 35%                                                                      Energy                    24% - 24

           Financial services                         32%                                                                         Banks                 19%

                            Banks                23%                                                                Financial services                14% - 18




Q16-26. [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 ages 25-64 in Germany


11   © Edelman, 2012. All rights reserved.
German trust in banks remains less than 25% since 2009
     TRUST IN BANKS
                U.K.
                France
                Germany
                Italy
                Russia



     100%

     90%

     80%

     70%

     60%                                                      53%
                                                                                                                                                                    51%
     50%                     45%                          47%
                                                                                                                                   42%                                            43%
                        43%
     40%                 41%                                                                    36%                                                                  45%
                                                              42%
                        34%                                                                          31%                            27%                                               37%
     30%                                                      35%                                                             27%                                   25%
                                                                                                     27%                                                                              23%
                             29%                                                          23%                                                                                   22%
     20%                                                      26%                                                             21%
                                                                                                                                                                     22%
                                                                                                21%                                                                                   18%
     10%                                                                                                                           17%
                                                                                                                                                                     14%

       0%
                            2007                             2008                              2009                              2010                               2011          2012

     Q16-26. [Banks 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 ages 35-64 in France,
     Germany, Italy, Russia and the U.K.



12    © Edelman, 2012. All rights reserved.
German trust in technology decreases, and is relatively lower than other
     markets, with the exception of Russia
     TRUST IN TECHNOLOGY

                      U.K.

                      France

                      Germany

                      Italy

                      Russia
     100%
                                                                                                                                  91%
     90%                                                                                                                                                            86%
                                                                                                                                                                               83%
                                                              80%                               79%                                                           83%
     80%                                                                                                                     77% 77%
                                                                 75%                            73%                                                                81%
                          70%                                                                                                                                                  70%
                                                                  72%                                                                                                             70%
     70%               69%                                                                        69%                              74%
                        67%                                                                                                                                         71%
                        67%                                   67%                               65%                               68%                                            63%
     60%                62%
                                                              59%                                 59%
                                                                                                                                                                    58%        58%
     50%

     40%

     30%

     20%

     10%

       0%
                              2007                           2008                              2009                              2010                              2011        2012

     Q16-26. [Technology 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 ages 35-64 in France,
     Germany, Italy, Russia and the U.K.



13    © Edelman, 2012. All rights reserved.
German trust in government does not change between 2011 and 2012,
      and remains relatively low
      TRUST IN GOVERNMENT
           2011
           Informed Public
           2012
           Informed Public




                    Trust                                  Trust Steady                                                                                                     Trust
                                                                                                                       88%                    88%
                                                                                                                                                                                                                                  85%

                                                                                                                             78%
                                                                                                                                                    75%                           75%


                                                                          64%
                                                                                 62%                                                                                                    61%
                                          56%
        52%                        53% 52%                                                         52%                                                                                                                51%
50%                                                                                                                                                                                           49%
                               44%                                                                       47%
              43%                                         43%                          43%                     42%                                        42%         45%                                 43%
                                                    40%
                                                                                             38%                                    39%
                        35%                                                                                      35%
                                                                33% 33%
                                                                                                                                                                            31%                     31%                                 32%
                                                                                                                                                                28%
                                                                                                                                        26%                                                                                 25%
                    20%                                                                                                                                                                                         20%




      Q11-14. [Government in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
      Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries



 14    © Edelman, 2012. All rights reserved.
In Germany, trust in media remains steady, and still trusted by less than
      majority
      TRUST IN MEDIA
           2011
           Informed Public
           2012
           Informed Public



                                 Trust                                                                                     Trust Steady                                                                                  Trust


                                                                                                                        80%
                                                                                                                              79%

                                                                                                                                                                                                            72%         73%
                        70%                                                                                                                                                                     69%
                                                                                                                                    67%
                                                                                                                                          65%
                                                                                                                                                                                                      61%         61%         61%
                                                         57%
                                                                               54%
           52%                                                                                                                                                                      53%
        49%    50%
50%                                                                                                                                                                                       48%                                       48%
                                                                                                             46% 46%
                                   45%               45%            43% 45%                42%                                                                          45%
                                                                                                                                                                              41%
                                               37%                                    37%        37%38%                                         38%         37%
                                                                                                                                                      35%                                                                                 36%
                                                                32%                                                                                               33%
                               27%
                                          22%




      Q11-14. [Media in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
      Hong Kong, Malaysia, Singapore and UAE) and across 19 countries



 15    © Edelman, 2012. All rights reserved.
Diversification of Media
     TRUST IN INFORMATION SOURCES – GERMANY
         2011
         Informed Public
                2012
                Informed Public




                          38%
                                      - 14

                                         24%
                                                                          20%

                                                                                        13%

                                                                                                                                                                              6%          7%
                                                                                                                                          5%
                                                                                                                            3%

                          TRADITIONAL                                   ONLINE MULTIPLE                                    SOCIAL MEDIA                                        CORPORATE
                                                                           SOURCES




     Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
     not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Germany



16   © Edelman, 2012. All rights reserved.
NGOs still most trusted institution, despite some drops; German trust in
      NGOs falls to less than majority
      TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
           2011
           Informed Public
           2012
           Informed Public




                    Trust                                                       Trust Steady                                                                                                          Trust

                                                                                                                                              85%

                       79%                                                                                                                                                                                                        80%
                                                                                                                                                    78%
                                             74%
                                                                                                                         72%      72%                                                         72%
                                          70%
                                   67%                                                                                         66%      66%
                                                                                     65%65%
                   63%
       61%                    61%                                    60%                                                                                              60%
             58%                                              58% 58%                                                                                                                               59%
                                                                                                                   55%
                                                           55%                                               56%                                          55%
                                                       54%                                       53% 53%                                                                          53%
                                                    51%                                                                                                                     51%                                       51%
50%                                                                                                                                                             48%                                                                     49%

                                                                                                                                                                                                          42%
                                                                                                                                                                                        41%



                                                                                                                                                                                                                28%         30%




      Q11-14. [Non-governmental organizations (NGOs) 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
      (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries



 17    © Edelman, 2012. All rights reserved.
Credibility of regular employees increases in Germany, while academics or
      experts, and financial or industry analysts suffer declines
      CREDIBLE SPOKESPEOPLE – GERMANY




                                               2011                                                                                                  2012
                Academic or expert                                               77%                                      A person like yourself                                              72%


              A person like yourself                                            75%                          Technical expert in the company                                            59%


Technical expert in the company                                         58%                                                 Academic or expert                                      53% - 24


      Financial or industry analyst                                    56%                                                  NGO representative                                   48%


                NGO representative                                  49%                                                       Regular employee                                41% + 18


Government official or regulator                          30%                                                 Government official or regulator                       22%


                                    CEO                24%                                                                                    CEO                   21%


                 Regular employee                      23%                                                         Financial or industry analyst                    20% - 36




 Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64
 in Germany


 18    © Edelman, 2012. All rights reserved.
Skepticism requires repetition in Germany
  MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
  NUMBER OF TIMES NEEDED TO HEAR INFORMATION – GERMANY




                                                               Ten or more times
                                                                                                                 Once (1), 3%
                                                                     (10+), 8%
                                               Six to Nine times (6-                                                                            Twice (2), 20%
                                                     9), 3%




                                   Four or Five times (4 -
                                              5), 25%

                                                                                                                                                    Three times (3), 41%


                                                 Three to Five times
                                                         66%



Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Germany


 19   © Edelman, 2012. All rights reserved.
CEO credibility lowest in Germany, with large declines in France & Russia
     CEO CREDIBILITY
                 U.K.
                 France
                 Germany
                 Italy
                 Russia



     100%

     90%

     80%

     70%
                                                                                                                                                                                      60%
     60%
                                                                                                                                                                 49%
     50%
                                                                                                                                                                                 45%
                                                                                                                         38%
     40%                                                                                                                                     35%                                                 36%
                      33%                                                        34%                                                                             33%                 35% 35%
                                                             29%                                                                                                                                   35%
                                              27%                                                                            31%
     30%                                                                     26% 26%                 25%
               28%                                                                                                           27%                                25%                               26%
                                                                                                        23%                  22%             20%                   23%
                                        23%                    19%                25%                                                                                                 25%
     20%                                                                                               21%                                                                                       20%
                      23%                                                                               16%                              19% 19%                   21%                           18%
                                                                                                                         21%
                                                             17%                                                                              13%
     10%                                                                                              14%
                                              13%
       0%
                     2003                 2004              2005                2006                2007                2008                2009               2010                  2011      2012


     Q119-126. [A CEO of a company 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, Credible: Very + Extremely Credible)
     Informed Publics ages 35-64 in France, Germany, Italy, Russia and the U.K.



20    © Edelman, 2012. All rights reserved.
21   © Edelman, 2012. All rights reserved.
Trust in business and government move in sync since 2008 in Western Economies
     TRUST IN BUSINESS AND GOVERNMENT
          Business

          Government

                                          U.S.
               80%

                                                                                                                                  58%
               60%                                                                                                  53%                                        51%
                                                                      51%              48%            49%
                             44%         48%             48%                                                                                                                                  45%
                                                                                                                                                                               45%

                                                                         48%                                                      39%             38%
               40%                       44%                                           44%                                                                       43%                              36%
                                                          39%                                         38%           38%                                                        37%
                                                                                                                                                 30%
                                  27%
               20%


                 0%
                             2001          2002           2003          2004          2005           2006          2007           2008           2009          2010          2011          2012


                                         UK/France/Germany
                 80%


                 60%
                                                                                                                                                                                 46%
                                               41%                          40%
                              36%                           35%                           36%            38%                                        37%         39%
                 40%                                                                                                   34%
                                                                                                                                     36%
                                                                                                                                                                                 43%
                                                                                                                                                       36%             38%                          31%
                               32%                                                                      31%                                32%                                                  30%
                                                                            31%              27%
                 20%                            26%            25%                                                        22%



                   0%
                              2001            2002          2003          2004           2005          2006           2007           2008          2009           2010          2011           2012
     Q11-14. [Business in General and Government in general 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 4 Box, Trust) Informed Publics ages 35-64 in the U.S. and UK/France/Germany


22    © Edelman, 2012. All rights reserved.
Government leaders less trusted than business leaders to tell the truth in most
      markets; Germany among top countries not trusting of government leaders
           Business
           Leaders
           Government
           Leaders


      % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
                      73%
                                 69%           69%
                                                           66%     66%         65%

                                                                                           60%


               51%                                                                                     53%
                                                                 50%                                               51%     50%
50%                                     48%
        46%                                                                                                                        47%         46%     46%
                           44%                                                                                                                                     43%       43%
                                                     42%
                                                                                     40%                                                                                                    40%
                                                                                                 38%
                                                                         36%                                                     34%     36%         34%                                            34%

                                                                                                                                                                                                                29%
 27%
                                                                                                                                                                                    26%
                                                                                                             23%                                                                                          24%

                                                                                                                                                                                                                            17%

                                                                                                                         13%                                                                                          14%
                                                                                                                                                             10%        10%                   11%




      Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
      Population in 25 country global total and across 19 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
      unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 19 countries



 23    © Edelman, 2012. All rights reserved.
Government not meeting public’s expectations in Germany
      GOVERNMENT IMPORTANCE VS. PERFORMANCE – GERMANY

          Government
          Importance
          Government
          Performance
                                                                                                                                                                                                                   Gap
                                                                                                                                                                                                             65%   -53
                       LISTENS TO CITIZENS' NEEDS AND FEEDBACK
                                                                                                                    12%

      EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE                                                                                                                                                       64%   -51
                        COUNTRY                                                                                       13%

                                                                                                                                                                                                             64%   -52
                   COMMUNICATES FREQUENTLY AND HONESTLY
                                                                                                                    12%

                                                                                                                                                                                                        63%        -51
                           HAS TRANSPARENT AND OPEN PRACTICES
                                                                                                                    12%

                                                                                                                                                                                      52%                          -37
      WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
                                                                                                                         15%

      PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE                                                                                                                      44%                                       -33
                EMPLOYMENT OPPORTUNITIES                                                                           11%

  PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO                                                                                                                 41%                                            -31
              ADDRESS SOCIETAL ISSUES                                                                            10%

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT                                                                                                                40%
                LOCAL COMMUNITIES                                                                                                                                                                                  -29
                                                                                                                   11%




 Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in Germany; Q140-147. Please rate your government on how well you think
 they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2
 Box , Performing Very/Extremely Well) General Population in Germany


 24   © Edelman, 2012. All rights reserved.
Business not meeting public’s expectations in Germany
     GERMANY
                                                                                                                                                                                                Gap
        Business
                                                       TREATS EMPLOYEES WELL                                                                                                            62%     - 48
        Importance                                                                                              14%
        Company
        Performance                     PLACES CUSTOMERS AHEAD OF PROFITS                                                                                                            60%        - 46
                                                                                                               14%

                                LISTENS TO CUSTOMER NEEDS AND FEEDBACK                                                                                                               60%
                                                                                                                         20%                                                                    - 40

                         HAS TRANSPARENT AND OPEN BUSINESS PRACTICES                                                                                                         55%                - 40
                                                                                                                15%
     COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS                                                                                                               54%                 - 39
                                                    BUSINESS                                                     15%

         TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS                                                                                                          54%                 - 38
                                                                                                                   16%

                               OFFERS HIGH QUALITY PRODUCTS OR SERVICES                                                                                                     54%                 - 16
                                                                                                                                                    38%

                    WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT                                                                                                          53%                   - 37
                                                                                                                   16%

                                              HAS ETHICAL BUSINESS PRACTICES                                                                                          50%                       - 37
                                                                                                              13%

                   ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS                                                                                           46%                             - 31
                                                                                                                15%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY                                                                                             41%                                     - 25
                              IN WHICH THE COMPANY OPERATES                                                       16%
                                                                                                                                                    38%                                         -7
                IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
                                                                                                                                        31%
            RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST                                                                         32%                                                  - 20
            COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'                                               12%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS                                                                             30%                                                     - 20
                                            SOCIETAL ISSUES                                               10%

                DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS                                                                    29%                                                       - 19
                                                                                                          10%

         HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP                                                                     27%
                                                                                                             12%                                                                                - 15

     Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
     trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Germany (excludes ‘Don’t Know’
     responses);Q103-118. Please rate [INSERT COMPANY] 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”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Germany


25    © Edelman, 2012. All rights reserved.
Despite lack of trust in government, calls for increased regulations; Germany
      among most lenient EMEA countries with regard to government regulation of
      business
      % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
                   77%

                              70%
                                          68%
                                                  64%

                                                            58%
                                                                       54%        54%       53%
                                                                                                       51%
50% 49%
                                                                                                                  48%       48%

                                                                                                                                       40%
                                                                                                                                                  40%       38%
                                                                                                                                                                       36%        35%   34%
                                                                                                                                                                                              30%   30%




      Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
      enough’) Informed Publics ages 25-64 in 25 country global total and across 19 countries


 26    © Edelman, 2012. All rights reserved.
Calls for greater consumer protection and regulation of business in Germany
       WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS?
                  GERMANY
                         39%
                                           PROTECT CONSUMERS from irresponsible business practices


                                                                                                                                                                                    Business
                         26%                                                                                                                                                      can address
                                           REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
                                                                                                                                                                                   on its own


                         19%
                                               BUILD INFRASTRUCTURE that promotes and facilitates business opportunities


                         11%
                                               Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries


                         5%
                                               Government SHOULD NOT PLAY A ROLE in business


                         2%
                                               GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis

                     Perceived drivers of irresponsible behavior:
                     • Poor management (Global - 29%, EMEA– 34%)
                     • Unethical business practices (Global - 28%, EMEA - 22%)
                     • Shortcuts that lead to poor quality (Global - 21%, EMEA -17%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company?
Informed Publics ages 25-64 in Germany; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Germany


  27   © Edelman, 2012. All rights reserved.
28   © Edelman, 2012. All rights reserved.
BUSINESS
             CAN EARN LICENSE TO LEAD                                                2008-2009
                                                                                     Low trust in
                                                                                     business and CEOs
                Business has
       flexibility and speed




                                                                    THE DYNAMIC OF
                                                                    TRUST BETWEEN                Call for increased
                                                                                                 regulation
                                                                      BUSINESS &                 protection from
   Business leaders                                                  GOVERNMENT                  irresponsible
                                                                                                 behavior sought
 more trusted than
government leaders
 business has advantage
 in 24 out of 25 markets


                                       2011
                                                                                         Government
                                                                                         responds
                                              Dwindling trust
                                              in government
                                                 policy paralysis


 29   © Edelman, 2012. All rights reserved.
Business: from license to operate to license to lead
     GERMANY
         Societal

         Operational


     CURRENT TRUST                                                                                                                             BUILDING FUTURE TRUST
        33% TRUST BUSINESS                                                                                                                      1) Treats employees well

     1) Innovator of new products                                                                                                               2) Listens to customer needs and feedback

     1) Delivers consistent financial returns                                                                                                   2) Places customers ahead of profits

                                                                                                                                                4) Has transparent and open business
     3) Ranks on a global list
                                                                                                                                                5) High quality products or services

                                                                                                                                                5) Takes actions to address issue or crisis

                                                                                                                                                5) Communicates frequently and honestly

                                                                                                                                                8) Works to protect/improve environment

                                                                                                                                                9) Has ethical business practices

                                                                                                                                               10) Addresses society's needs

                                                                                                                                               11) Positively impacts the local community

                                                                                                                                               12) Innovator of new products

                                                                                                                                               13) Ranks on a global list

                                                                                                                                               14) Partners with third parties

                                                                                                                                               15) Delivers consistent financial returns

                                                                                                                                               16) Highly regarded, top leadership
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 4 Box, Trust) General Population in Germany; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in Germany (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population


30   © Edelman, 2012. All rights reserved.
Earn License to Lead




                       Exercise principles-based leadership, not rules based performance
                       Recognize that operational factors responsible for current trust won’t
                          build future trust, societal and engagement behaviors will
                       Practice radical transparency: speak first to employees; report on goals
                       Shape the public discourse on issues of importance to business




31   © Edelman, 2012. All rights reserved.
32   © Edelman, 2012. All rights reserved.

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2012 Trust Barometer: Germany Results

  • 1. 2012 EDELMAN TRUST BAROMETER GERMANY RESULTS 1 © Edelman, 2012. All rights reserved.
  • 2. 2012 Edelman Trust Barometer METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Indicates Global Data Online survey in 25 countries Indicates European 30,000+ respondents Union Region Data 1,000 general population respondents per country Indicates Germany Data Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy EMEA select countries: UK, Germany, France, Italy, Spain, Netherlands, Sweden, Ireland, Poland, Russia** and UAE** * This year Informed Publics were surveyed via online methodology instead of telephone ** Note: Russia and UAE are not included in the European Union Region total 2 © Edelman, 2012. All rights reserved.
  • 3. Edelman Trust Barometer in retrospect 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 © Edelman, 2012. All rights reserved.
  • 4. 4 © Edelman, 2012. All rights reserved.
  • 5. Distrust is growing; nearly twice as many countries are now skeptics Majority of EMEA countries are “Distrusters” in 2012 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 TRUSTERS India 65 Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argentina 62 Canada 58 India 56 Italy 56 Italy 56 Argentina 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 > U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 < France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 5 © Edelman, 2012. All rights reserved.
  • 6. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 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 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE) 6 © Edelman, 2012. All rights reserved.
  • 7. In Germany, trust in business drops nineteen percentage points and is on par with government trust TRUST IN INSTITUTIONS – GERMANY NGOs Media Business Government 80% 70% 60% 53% 53% 49% 50% 47% 51% 46% 46% 41% 43% 39% 38% 40% 39% 35% 35% BUSINESS 38% 32% 31% 35% 34% 30% 33% GOVERNMENT 31% 29% 27% 24% 20% 2007 2008 2009 2010 2011 2012 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 4 Box, Trust) Informed Publics ages 35-64 in Germany 7 © Edelman, 2012. All rights reserved.
  • 8. Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total 8 © Edelman, 2012. All rights reserved.
  • 9. In Germany, trust in business declines significantly; government trust remains low TRUST IN INSTITUTIONS - GERMANY 2011 Informed Public 2012 Informed Public 2012 52% General Public 33% 33% 34% 33% 27% Government Business 55% 48% 42% 37% 39% 36% Media NGOs 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 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Germany 9 © Edelman, 2012. All rights reserved.
  • 10. Several mature economies, including Germany, France and Spain, see double-digit drops in business trust TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 81% 81% 78% 77% 74% 71% 70% 69% 67% 64% 65% 63% 61% 62% 56% 56% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 50% 48% 46% 46% 46% 47% 44% 43% 44% 41% 41% 38% 34% 32% 28% Q11-14. [Business in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries 10 © Edelman, 2012. All rights reserved.
  • 11. The top three most trusted industries remain consistent between 2011 and 2012; pharmaceuticals and energy industries fall significantly in Germany TRUST IN INDUSTRIES – GERMANY 2011 2012 Technology 84% Technology 64% - 20 Automotive 79% Automotive 55% - 24 Telecommunications 63% Telecommunications 47% - 16 Media 57% Food and beverage 43% Pharmaceuticals 57% Media 41% - 16 Energy 48% Brewing and spirits 39% Brewing and spirits 47% Consumer packaged goods 36% Food and beverage 37% Pharmaceuticals 34% - 23 Consumer packaged goods 35% Energy 24% - 24 Financial services 32% Banks 19% Banks 23% Financial services 14% - 18 Q16-26. [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 ages 25-64 in Germany 11 © Edelman, 2012. All rights reserved.
  • 12. German trust in banks remains less than 25% since 2009 TRUST IN BANKS U.K. France Germany Italy Russia 100% 90% 80% 70% 60% 53% 51% 50% 45% 47% 42% 43% 43% 40% 41% 36% 45% 42% 34% 31% 27% 37% 30% 35% 27% 25% 27% 23% 29% 23% 22% 20% 26% 21% 22% 21% 18% 10% 17% 14% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks 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 ages 35-64 in France, Germany, Italy, Russia and the U.K. 12 © Edelman, 2012. All rights reserved.
  • 13. German trust in technology decreases, and is relatively lower than other markets, with the exception of Russia TRUST IN TECHNOLOGY U.K. France Germany Italy Russia 100% 91% 90% 86% 83% 80% 79% 83% 80% 77% 77% 75% 73% 81% 70% 70% 72% 70% 70% 69% 69% 74% 67% 71% 67% 67% 65% 68% 63% 60% 62% 59% 59% 58% 58% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Technology 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 ages 35-64 in France, Germany, Italy, Russia and the U.K. 13 © Edelman, 2012. All rights reserved.
  • 14. German trust in government does not change between 2011 and 2012, and remains relatively low TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 78% 75% 75% 64% 62% 61% 56% 52% 53% 52% 52% 51% 50% 49% 44% 47% 43% 43% 43% 42% 42% 45% 43% 40% 38% 39% 35% 35% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% Q11-14. [Government in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries 14 © Edelman, 2012. All rights reserved.
  • 15. In Germany, trust in media remains steady, and still trusted by less than majority TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 79% 72% 73% 70% 69% 67% 65% 61% 61% 61% 57% 54% 52% 53% 49% 50% 50% 48% 48% 46% 46% 45% 45% 43% 45% 42% 45% 41% 37% 37% 37%38% 38% 37% 35% 36% 32% 33% 27% 22% Q11-14. [Media in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries 15 © Edelman, 2012. All rights reserved.
  • 16. Diversification of Media TRUST IN INFORMATION SOURCES – GERMANY 2011 Informed Public 2012 Informed Public 38% - 14 24% 20% 13% 6% 7% 5% 3% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Germany 16 © Edelman, 2012. All rights reserved.
  • 17. NGOs still most trusted institution, despite some drops; German trust in NGOs falls to less than majority TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 74% 72% 72% 72% 70% 67% 66% 66% 65%65% 63% 61% 61% 60% 60% 58% 58% 58% 59% 55% 55% 56% 55% 54% 53% 53% 53% 51% 51% 51% 50% 48% 49% 42% 41% 28% 30% Q11-14. [Non-governmental organizations (NGOs) 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 19 countries 17 © Edelman, 2012. All rights reserved.
  • 18. Credibility of regular employees increases in Germany, while academics or experts, and financial or industry analysts suffer declines CREDIBLE SPOKESPEOPLE – GERMANY 2011 2012 Academic or expert 77% A person like yourself 72% A person like yourself 75% Technical expert in the company 59% Technical expert in the company 58% Academic or expert 53% - 24 Financial or industry analyst 56% NGO representative 48% NGO representative 49% Regular employee 41% + 18 Government official or regulator 30% Government official or regulator 22% CEO 24% CEO 21% Regular employee 23% Financial or industry analyst 20% - 36 Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Germany 18 © Edelman, 2012. All rights reserved.
  • 19. Skepticism requires repetition in Germany MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – GERMANY Ten or more times Once (1), 3% (10+), 8% Six to Nine times (6- Twice (2), 20% 9), 3% Four or Five times (4 - 5), 25% Three times (3), 41% Three to Five times 66% Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Germany 19 © Edelman, 2012. All rights reserved.
  • 20. CEO credibility lowest in Germany, with large declines in France & Russia CEO CREDIBILITY U.K. France Germany Italy Russia 100% 90% 80% 70% 60% 60% 49% 50% 45% 38% 40% 35% 36% 33% 34% 33% 35% 35% 29% 35% 27% 31% 30% 26% 26% 25% 28% 27% 25% 26% 23% 22% 20% 23% 23% 19% 25% 25% 20% 21% 20% 23% 16% 19% 19% 21% 18% 21% 17% 13% 10% 14% 13% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company 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, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in France, Germany, Italy, Russia and the U.K. 20 © Edelman, 2012. All rights reserved.
  • 21. 21 © Edelman, 2012. All rights reserved.
  • 22. Trust in business and government move in sync since 2008 in Western Economies TRUST IN BUSINESS AND GOVERNMENT Business Government U.S. 80% 58% 60% 53% 51% 51% 48% 49% 44% 48% 48% 45% 45% 48% 39% 38% 40% 44% 44% 43% 36% 39% 38% 38% 37% 30% 27% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 UK/France/Germany 80% 60% 46% 41% 40% 36% 35% 36% 38% 37% 39% 40% 34% 36% 43% 36% 38% 31% 32% 31% 32% 30% 31% 27% 20% 26% 25% 22% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government in general 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 4 Box, Trust) Informed Publics ages 35-64 in the U.S. and UK/France/Germany 22 © Edelman, 2012. All rights reserved.
  • 23. Government leaders less trusted than business leaders to tell the truth in most markets; Germany among top countries not trusting of government leaders Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50% 50% 48% 46% 47% 46% 46% 44% 43% 43% 42% 40% 40% 38% 36% 34% 36% 34% 34% 29% 27% 26% 23% 24% 17% 13% 14% 10% 10% 11% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 19 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 19 countries 23 © Edelman, 2012. All rights reserved.
  • 24. Government not meeting public’s expectations in Germany GOVERNMENT IMPORTANCE VS. PERFORMANCE – GERMANY Government Importance Government Performance Gap 65% -53 LISTENS TO CITIZENS' NEEDS AND FEEDBACK 12% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 64% -51 COUNTRY 13% 64% -52 COMMUNICATES FREQUENTLY AND HONESTLY 12% 63% -51 HAS TRANSPARENT AND OPEN PRACTICES 12% 52% -37 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 15% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 44% -33 EMPLOYMENT OPPORTUNITIES 11% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% -31 ADDRESS SOCIETAL ISSUES 10% CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40% LOCAL COMMUNITIES -29 11% Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in Germany; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in Germany 24 © Edelman, 2012. All rights reserved.
  • 25. Business not meeting public’s expectations in Germany GERMANY Gap Business TREATS EMPLOYEES WELL 62% - 48 Importance 14% Company Performance PLACES CUSTOMERS AHEAD OF PROFITS 60% - 46 14% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 60% 20% - 40 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 55% - 40 15% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% - 39 BUSINESS 15% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 54% - 38 16% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 54% - 16 38% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% - 37 16% HAS ETHICAL BUSINESS PRACTICES 50% - 37 13% ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 46% - 31 15% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 41% - 25 IN WHICH THE COMPANY OPERATES 16% 38% -7 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 31% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 32% - 20 COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 12% PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 30% - 20 SOCIETAL ISSUES 10% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 29% - 19 10% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 27% 12% - 15 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Germany (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] 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”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Germany 25 © Edelman, 2012. All rights reserved.
  • 26. Despite lack of trust in government, calls for increased regulations; Germany among most lenient EMEA countries with regard to government regulation of business % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 58% 54% 54% 53% 51% 50% 49% 48% 48% 40% 40% 38% 36% 35% 34% 30% 30% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 19 countries 26 © Edelman, 2012. All rights reserved.
  • 27. Calls for greater consumer protection and regulation of business in Germany WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS? GERMANY 39% PROTECT CONSUMERS from irresponsible business practices Business 26% can address REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly on its own 19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 11% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 5% Government SHOULD NOT PLAY A ROLE in business 2% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, EMEA– 34%) • Unethical business practices (Global - 28%, EMEA - 22%) • Shortcuts that lead to poor quality (Global - 21%, EMEA -17%) Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed Publics ages 25-64 in Germany; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Germany 27 © Edelman, 2012. All rights reserved.
  • 28. 28 © Edelman, 2012. All rights reserved.
  • 29. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted than government leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 29 © Edelman, 2012. All rights reserved.
  • 30. Business: from license to operate to license to lead GERMANY Societal Operational CURRENT TRUST BUILDING FUTURE TRUST 33% TRUST BUSINESS 1) Treats employees well 1) Innovator of new products 2) Listens to customer needs and feedback 1) Delivers consistent financial returns 2) Places customers ahead of profits 4) Has transparent and open business 3) Ranks on a global list 5) High quality products or services 5) Takes actions to address issue or crisis 5) Communicates frequently and honestly 8) Works to protect/improve environment 9) Has ethical business practices 10) Addresses society's needs 11) Positively impacts the local community 12) Innovator of new products 13) Ranks on a global list 14) Partners with third parties 15) Delivers consistent financial returns 16) Highly regarded, top leadership 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 4 Box, Trust) General Population in Germany; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Germany (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 30 © Edelman, 2012. All rights reserved.
  • 31. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business 31 © Edelman, 2012. All rights reserved.
  • 32. 32 © Edelman, 2012. All rights reserved.