The Edelman Trust Barometer© has become the gold standard for measuring trust and credibility around the globe, surveying more than 31,000 people, spanning 26 countries. Now in its 13th year, the Edelman Trust Barometer© is a global study that examines trust in the four key institutions of government, business, media and NGOs, as well as communications channels and sources in key industries. The 2013 Canadian results revealed a universal crisis in leadership, a strong commitment to regulation in the Canadian financial industry and five new behaviour clusters that organizations can demonstrate to help build trust with their constituents.

1. CANADA FINDINGS

2. EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
INFORMED
ONLINE SURVEY
PUBLIC
IN 26 COUNTRIES
• 31,000+ respondents • 500 respondents in U.S. and
China & 200 in other
• 5 years in 20+ markets countries, including Canada
• 8 years in 10+ markets • Ages 25-64
• College-educated
GENERAL
POPULATION • In top 25% of household
income per age group in
• 1000 respondents per each country
country surveyed
• Report significant media
• Ages 18+ consumption and engagement
in business news and
• 2 years of data
public policy
• 13 years of data
MARKET COMPARISONS Indicates Global Data
Developed: U.S., UK, France, Germany and Japan
Emerged: Brazil, Mexico, Russia, India and China Indicates Canada Data
2

3. EDELMAN TRUST BAROMETER IN RETROSPECT
2013 CRISIS OF LEADERSHIP
2012 THE FALL OF GOVERNMENT
2011 RISE OF AUTHORITY FIGURES
2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS
2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST
2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS
2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA
2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON
2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS
2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT
2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING
2002 FALL OF THE CELEBRITY CEO
2001 RISING INFLUENCE OF NGOS
3

4. TRUST 2013
THE STATE OF TRUST
FINANCIAL AND BANKING INDUSTRY DEEP DIVE
CRISIS OF LEADERSHIP
THE PATH FORWARD
4

5. EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012,
SHIFT BACK TO NEUTRAL IN 2013
2011 2012 2013 Big Changes
from 2008
GLOBAL 55 GLOBAL 51 GLOBAL 57
Brazil 80 China 76 China 80
Germany +19
UAE 68 Singapore 76
UAE 78 China +18
Singapore 67 India 71 Canada +14
TRUSTERS
Indonesia 74
India 65 Mexico 68 India +11
China 73
Indonesia 63 Hong Kong 67
Netherlands 73 UAE 66
Mexico 63
Mexico 69 Netherlands 61 Malaysia 64
Singapore 67 Hong Kong 61 Canada 62
Argentina 62 Canada 58 Indonesia 62 Big Changes
India 56 Malaysia 57 U.S. 59 from 2012
Italy 56 Italy 56 Netherlands 59
Argentina 54 Brazil 55 Germany +16
Canada 55
Germany 55
NEUTRAL
South Korea 53 Australia 53 France +14
Brazil 51 France 54 UK +12
Sweden 52 Sweden 54
Sweden 49 U.S. +10
Japan 51 UK 53
U.S. 49
Australia 51 Italy 51
South Korea 44
Spain 51 Australia 50
Poland 44
France 50 Poland 48
UK 41
South Korea 47
DISTRUSTERS
Poland 49 Ireland 41 Ireland 46
Germany 44 France 40 Argentina 45
U.S. 42 Germany 39 Spain 42
UK 40 Spain 37 Turkey 42
Russia 40 Japan 34 Japan 41
Ireland 39 Russia 32 Russia 36
5
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

6. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLIC
2013
GENERAL PUBLIC 2013
INFORMED PUBLIC
GLOBAL 48 GLOBAL 57
China 70 China 80
India 64 General population is Singapore 76
TRUSTERS
9 points lower than India 71
UAE 63
informed public
Singapore 63 Mexico 68
Indonesia 61 Hong Kong 67
Malaysia 61 UAE 66
Mexico 59 Malaysia 64
Largest differences between
Hong Kong 54 Canada 62
NEUTRAL
general population &
Canada 52 Indonesia 62
Brazil 51
informed public U.S. 59
Netherlands 50 Netherlands 59
Poland, U.S., Sweden: - 14 points
Argentina 48 Brazil 55
U.S. 45 Germany 55
Singapore, Ireland, Hong
Germany 44 France 54
Kong, France: - 13 points
UK 43 Sweden 54
South Korea 43 UK 53
Turkey 43 Italy 51
DISTRUSTERS
France 41 Australia 50
Italy 40 Poland 48
Sweden 40 South Korea 47
Australia 39 Ireland 46
Spain 37 Argentina 45
Japan 35 Spain 42
Poland 34 Turkey 42
Ireland 33 Japan 41
Russia 30 Russia 36
6
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries

7. TRUST STEADY ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST A GREAT DEAL
Trust Total: 58% Trust Total: 58%
Trust Total: 56% Trust Total: 56%
GOVERNMENT 11%
19%
10% 11% BUSINESS
2012 2013 2012 2013
Trust Total: 73%
Trust Total: 66%
Trust Total: 61%
Trust Total: 54%
MEDIA 13%
17% 17% 20%
NGOS
2012 2013 2012 2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
7

8. MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;
GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007
TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 - GLOBAL
NGOs Media Business Government
80%
2007 2013
12 point gap 10 point gap between
between business & business &
70% government trust government trust
61%
60% 59%
57%
54% 54% 56%
53% 53%
52% 53% 55%
52% 49%
50% 51% 49% 47%
46%
48% 46% 47% 46%
44% 46%
45%
44%
40% 43%
Back to
40%
38% 2011 highs
30%
20%
2007 2008 2009 2010 2011 2012 2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means
that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18-country global total (excludes
8 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

9. NGOS REMAIN MOST TRUSTED;
BUSINESS, GOVERNMENT AND MEDIA EQUALLY TRUSTED
TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 – CANADA
NGOs
80% Media
75%
Business
Government
70% 68%
67%
60% 60%
59%
57% 56%
57% 58%
55% 53%
54%
49% 49% 51%
50% 47% 52%
47% 47%
48%
45% 44%
45%
40% 43%
40%
39%
34%
34%
30%
20%
2007 2008 2009 2010 2011 2012 2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means
that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64
9

10. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND
GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – CANADA
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
WRONG INCENTIVES DRIVING
30% CORRUPTION OR FRAUD 33%
BUSINESS DECISIONS
POOR PERFORMANCE/
CORRUPTION OR FRAUD 29% 29%
INCOMPETENCE
POOR PERFORMANCE/
15% TRANSPARENCY ISSUES 18%
INCOMPETENCE
WRONG INCENTIVES DRIVING
TRANSPARENCY ISSUES 13% 14%
POLICIES
LACK OF REGULATION OR LACK OF REGULATION OR
CONTROL
12% CONTROL
6%
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS
10 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population

11. SLIGHT UPTICKS IN MANY SCORES, TECHNOLOGY REMAINS MOST
TRUSTED
TRUST IN INDUSTRIES – CANADA
2013
2012 2013
Technology 75% Technology 75% 77%
Food and beverage 72% Brewing and spirits 72% 62%
Brewing and spirits 70% Automotive 69% 69%
Consumer packaged goods 65% Food and beverage 67% 66%
Automotive 61% Consumer packaged goods 63% 65%
Telecommunications 56% Telecommunications 61% 62%
Financial services 56% Banks 59% 50%
Banks 56% Financial services 59% 50%
Pharmaceuticals 55% Energy 57% 59%
Media 55% Pharmaceuticals 53% 58%
Energy 51% Media 52% 53%
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Canada and 20-country global
11 total (only industries tracked from 2012 to 2013 shown)

12. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –
EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES
76% 75% 74% 74%
70% 68% 68%
65%
61%
50% 48%
46%
41%
36% 35% 34%
31%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
12 headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust
them a great deal”. (Top 4 Box, Trust) Informed Publics Ages 25-64 in 26-country global total

13. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;
WHILE BIG BUSINESS ON TOP IN EMERGING ECONOMIES
TRUST IN DIFFERENT TYPES OF BUSINESSES
SMALL BUSINESS
BIG BUSINESS
89%
86%
79% 78% 78%
76%
70% 70%
65%
62%
56% 55%
53%
48%
GLOBAL DEVELOPED EMERGING CANADA U.S. UK CHINA
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you
“do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
13 ages 25-64 in 26-country global total, Developed Markets (includes U.S., UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), Canada,
U.S., UK and China

14. MAINSTREAM MEDIA CONTINUES TO REIGN
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Developed Emerging Canada
71%
65% 65%
55% 56% 58%
51% 52%
47%
41%
32% 34%
28% 30%
26%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
GLOBAL AGE BREAKDOWN
18-29 30-44 45-64 65+
61% 61% 60%
59% 56% 56%
54%
49% 49% 48% 47% 45% 44% 43%
40% 37%
37%
29% 31%
29%
TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
ENGINES
Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one
14 means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs.
Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total

15. SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
12% 4% ONCE
10 OR MORE TIMES
14% TWICE
6%
6 – 9 TIMES
35% 3 TIMES
29%
4 – 5 TIMES
64% 3 – 5 TIMES
Q165. [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
15 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-
country global total (excludes Don’t Know Responses)

16. GLOBAL BANKING AND FINANCIAL
SERVICES DEEP DIVE

17. SEVERE DROP IN TRUST IN BANKS OVER FIVE YEARS;
CANADA TRENDS UPWARDS
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY
2008
2013
+ 11
83% 83%
80%
72% + 10 -20
-13 69%
67%
-11 -25
60% 59%
59%
56%
54% -13 56%
50% 45% 49% 52% 49%
49%
53% 47% 51%
47% -25 -26
42% -19 45%
38%
-24
35% 35%
32% 31% 31%
26%
23%
22%
19%
11%
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
17 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
and across 16 markets

18. TRUST DEFICIT IN BANKS LINKED TO CULTURE
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – CANADA
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)
CORPORATE CULTURE DRIVEN BY
COMPENSATION/BONUSES
LACK OF REGULATION
30% 33% 54% of causes of
scandals are
internal and
within
businesses’
BANKS ARE TOO LARGE 12% control
16%
3% 5%
CHANGES IN THE ECONOMY
CORPORATE
CORRUPTION
CONFLICTS OF INTEREST
18 Q161. [ASK IF FAMILIAR WITH BANKING SCANDALS (Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services
scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals?

19. CRISIS OF LEADERSHIP

20. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – CANADA
2013
2012 2013
Academic or expert 68% Academic or expert 80% 69%
Technical expert in the Technical expert in the
64% 68% 67%
company company
A person like yourself 61% A person like yourself 58% 61%
NGO representative 60% NGO representative 55% 51%
Financial or industry 51%
Regular employee 51% 51%
analyst
Financial or industry 50%
42% Regular employee 49%
analyst
Government official or Government official or 36%
36% 45%
regulator regulator
CEO 32% CEO 35% 43%
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how
credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed Publics
20 ages 25-64 in in Canada and 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013
shown)

21. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS
BELOW 50% IN THEIR CREDIBILITY RATING
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS
CEO credibility Business leaders trusted less than
Government official or 50% in 11 of 16 markets shown
regulator credibility
Government leaders trusted less
than 50% in 14 of 16 markets shown
73%
62%
55% 54% 54%
50% 52% 52%
45% 43% 45%
42% 41%
41%
38% 39% 37% 37%
36% 37% 36% 35%
34% 35%
32% 31%
28% 27%
25%
22% 23% 22% 22%
18%
15%
Global Argentina Indonesia Brazil India Russia South Ireland China Spain Japan Italy UK U.S. Germany France Canada
Korea
Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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,
21 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 16 markets

22. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
CANADIANS TRUST BUSINESS AND GOVERNMENT LEADERS ‘A GREAT DEAL’ TO DO THE FOLLOWING:
BUSINESS LEADERS
18%
8% 10% 7%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE
ISSUES INDUSTRIES THAT ARE DECISIONS TRUTH, REGARDLESS OF HOW
EXPERIENCING PROBLEMS COMPLEX OR UNPOPULAR IT IS
GOVERNMENT LEADERS
8% 10% 8% 5%
SOLVE SOCIAL OR SOCIETAL ISSUES INDUSTRIES THAT ARE EXPERIENCING PROBLEMS THE DECISIONS
CORRECT ISSUES WITHIN MAKE ETHICALTELL YOU
AND MORAL TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A Great Deal); Q144B-147B.
22
[SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box – Trust A Great Deal) General Population in
Canada

23. LEADERSHIP TRUST GAP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP
Trust in Business Trust in Government
Trust Business Leaders to Tell the Truth
Trust Government Leaders to Tell the Truth
50%
Global
18% -32 41%
Global 13%
-28
51%
Canada
7% -44 46%
Canada 5% -41
67%
China
32% 71%
-35 China 24% -47
68%
India
34% 55%
-34 India 20% -35
50%
U.S. 38%
15% -35 U.S. 10% -28
42%
Germany 38%
13% -29 Germany 6% -32
37% 33%
France France
10%
-27 8% -25
Q11 -14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust
23 them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust); Q144A-147A. *“To Tell the Truth Regardless of how Complex or unpopular it is”+ How much do you trust
business leaders to do the following? Q144B-147B. *“To Tell the Truth Regardless of how Complex or unpopular it is”+ How much do you trust government leaders to do the following?
(Top Box, Trust A great Deal) General Population

24. TRUST BUILDING

25. FIVE TRUST PERFORMANCE CLUSTERS EMERGE; MUST MOVE
BEYOND OPERATIONS
2008 Edelman Trust Barometer 2013 Edelman Trust Barometer
Trust Clusters* Trust Performance Clusters
ENGAGEMENT (59%)
Reputation as a place to work (81%)
INTEGRITY (58%)
OPERATIONS
Financial performance (76%)
(76%) PRODUCTS & SERVICES (54%)
Respected CEO or leader (71%)
PURPOSE (47%)
OPERATIONS (39%)
25
*Data used includes Informed Publics ages 35-64 only in 18-country global total

26. 16 ATTRIBUTES TO BUILDING TRUST
ENGAGEMENT
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE CLUSTERS listed here in
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
rank order of importance.
PURPOSE
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS
OPERATIONS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
26 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

27. TRUST BUILDING ATTRIBUTES – LARGE GAP BETWEEN EXPECTATION &
PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CANADA
Gap
Importance -50
PLACES CUSTOMERS AHEAD OF PROFITS Performance 72%
22%
-41
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 71%
30%
-48
TREATS EMPLOYEES WELL 70%
22%
COMMUNICATES FREQUENTLY AND HONESTLY
-41
61%
ON THE STATE OF ITS BUSINESS 20%
-45
HAS ETHICAL BUSINESS PRACTICES 72%
27%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN
-44
71%
ISSUE OR A CRISIS 27%
-44
HAS TRANSPARENT AND OPEN BUSINESS 66%
PRACTICES 22%
-25
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 69%
44%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES 41% -5
OR IDEAS 36%
WORKS TO PROTECT AND IMPROVE THE 57%
-35
ENVIRONMENT 22%
CREATES PROGRAMS THAT POSITIVELY IMPACT 51% -29
THE LOCAL COMMUNITY IN WHICH THE… 22%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY 51% -26
BUSINESS 25%
PARTNERS WITH NGOS, GOVERNMENT AND 35% -19
THIRD PARTIES TO ADDRESS SOCIETAL ISSUES 16%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED 44% -21
TOP LEADERSHIP 23%
RANKS ON A GLOBAL LIST OF TOP 40%
COMPANIES, SUCH AS BEST COMPANIES TO… 25% -15
DELIVERS CONSISTENT FINANCIAL RETURNS TO 39%
INVESTORS 20% -19
Q80-Q96. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all
important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in
27 Canada (excludes ‘Don’t Know’ responses Q114-Q129. 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 Canada

28. GO-TO INFLUENCERS
Passionate or
Who is trusted MOST to provide you with Company’s Company’s Media
Activist Academic
credible and honest information about: CEO Employee Spokesperson
Consumer
A company’s employee programs, benefits & working
16% 71% 13% 11% 7%
conditions
ENGAGEMENT
How a company serves its customers and prioritizes
15% 33% 43% 13% 14%
customer needs ahead of company profits
INTEGRITY A company’s situation in a time of crisis 28% 22% 20% 25% 28%
PRODUCTS A company’s innovation efforts and new product 29% 27% 23% 25% 15%
development
How a company uses its resources and influence to
18% 22% 34% 30% 13%
support the environment
PURPOSE How a company supports programs that positively impact
15% 25% 38% 16% 24%
the local community
Partnerships with NGOs and effort to address societal
21% 17% 27% 22% 20%
issues
A company’s financial earnings & operational
30% 20% 20% 27% 12%
performance
OPERATIONS A company’s business practices, both positive & negative 16% 34% 26% 22% 17%
Accomplishments of a company’s senior leadership 32% 29% 18% 20% 21%
28 Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which
person you trust MOST to provide you with credible and honest information about a company. General Population in Canda

29. THE WAY WE WERE
PYRAMID OF CEO
INFLUENCE
GOVERNMENT
OFFICIALS
BOARD OF DIRECTORS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
G E N E R A L P O P U L AT I O N
VERTICAL FLOW &
CONTROLLED INFORMATION
29

30. THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE
CEO
FROM 2000 TO 2013
PYRAMID OF GOVERNMENT
OFFICIALS
AUTHORITY
FEW MANY
(Vertical) BOARD OF DIRECTORS
DICTATE CO-CREATE
ACADEMICS
FIXED FLEXIBLE
TECHNICAL EXPERTS
MONOLOGUE DIALOGUE
ELITE MEDIA
CONTROL EMPOWERMENT
G E N E R A L P O P U L AT I O N
EMPLOYEES
ACTION CONSUMERS
SOCIAL
ACTIVISTS
PYRAMID OF
COMMUNITY
(Horizontal)
30

31. INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THE
MEDIA CLOVERLEAF
PYRAMID OF
AUTHORITY CEO
(Vertical) GOVERNMENT
OFFICIALS NAVIGATING THE DIAMOND OF
INFLUENCE VIA MEDIA CLOVERLEAF
BOARD OF DIRECTORS
ACADEMICS
TECHNICAL EXPERTS
Traditional Hybrid
ELITE MEDIA
G E N E R A L P O P U L AT I O N Search &
Content
EMPLOYEES
ACTION CONSUMERS Owned Social
SOCIAL
ACTIVISTS
PYRAMID OF
COMMUNITY
(Horizontal)
31

32. SO WHAT?
32

33. To talk about how to apply our findings to your business, contact us:
Edelman Vancouver Edelman Calgary Edelman Toronto Edelman Montreal
Patti Schom-Moffatt Tanya Anand Lisa Kimmel Anik Trudel
604.623.3007 403.817.0620 416.979.1120 514.844.6665
33 On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance
Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu