1. 2014
EDELMAN TRUST BAROMETER
GLOBAL RESULTS
Ben Boyd
Deputy chairman, practices & sectors
Global chair, corporate practice

3. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR
WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND,
U.S. & MEXICO
2013
2014
TRUSTERS
GLOBAL
China
Singapore
India
Mexico
Hong Kong
UAE
Malaysia
Canada
Indonesia
U.S.
Netherlands
Brazil
Germany
France
Sweden
U.K.
Italy
Australia
Poland
S. Korea
Ireland
Argentina
Spain
Turkey
Japan
Russia
80
76
71
68
67
66
64
62
62
59
59
55
55
54
54
53
51
50
48
47
46
45
42
42
41
36
GLOBAL
NEUTRAL
20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey,
UAE).
54
UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
79
79
73
72
69
65
60
60
59
Hong Kong
59
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. Poland
DISTRUSTERS
3
57
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35
BIG TRUST
INCREASES FROM
2013
UAE +13 pts.
Indonesia +10 pts.
Australia + 8 pts.
Argentina + 8 pts.
BIG TRUST
DECREASES FROM
2013
Poland -13 pts.
U.S. -10 pts.
Mexico -9 pts.

4. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC
THAN INFORMED PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
4
56
GLOBAL
47
UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
Hong Kong
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland
79
79
73
72
69
65
60
60
59
59
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35
China
UAE
Singapore
Indonesia
India
Malaysia
Canada
Mexico
Netherlands
Hong Kong
Brazil
Argentina
Australia
Germany
S. Korea
U.K.
S. Africa
U.S.
Italy
Japan
Turkey
Sweden
Spain
Ireland
France
Poland
Russia
67
64
64
62
61
57
54
53
51
50
49
49
44
44
43
42
42
42
41
40
39
38
36
35
33
32
31
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.
GLOBAL TRUST
DIFFERENCE OF
9 points
MARKETS WITH
LARGEST
PERCEPTION
GAPS:
 UAE (15 pts.)
 Australia (14
pts.)
 Germany (13
pts.)
 France (13
pts.)
 Sweden (13
pts.)

5. TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN
GOVERNMENT AND MEDIA DECREASES
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND
NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
63%
64%
58%
58%
NGOS
22%
#1
2013
2014
57%
MEDIA
17%
2013
5
23%
52%
#3
16%
2014
17%
#2
2013
2013
BUSINESS
2014
48%
16%
16%
44%
#4
15%
GOVERNMENT
2014
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed
Publics in 20-country global total.

6. ONLY 3% OF ITALIANS TRUST GOVERNMENT A GREAT
DEAL
ITALY TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND
NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
63%
62%
56%
NGOS
20%
#1
2013
2014
50%
MEDIA
10%
2013
6
22%
#3
10%
#2
2013
40%
35%
8%
9%
2014
45%
2013
11%
BUSINESS
2014
#4
24%
3%
GOVERNMENT
2014
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed
Publics.

7. TRUST DECREASES, GOVERNMENT AT THE LOWEST
LEVEL IN HALF A DECADE
ITALY TRUST IN THE FOUR INSTITUTIONS SINCE 2009
NGOs
Media
80%
Business
Government
70%
70%
74%
70%
62%
60%
61%
59%
63%
62%
64%
56%
57%
50%
40%
41%
35%
30%
38%
50%
45%
45%
45%
40%
35%
36%
31%
33%
24%
20%
2009
7
2010
2011
2012
2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics.
2014

8. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT
OR ABOVE 60% TRUST LEVEL
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014
2013
NGOs most trusted institution in 20 of the 27 countries surveyed in 2014
2014
LOWER/EQUAL TRUST IN 9
COUNTRIES
HIGHER TRUST IN 17 COUNTRIES
84%
83%
81%
76%
73%
67%66%
66%
63% 64%
57%
76% 75%
69%
67%
70%
67%
64%
61%
76%77%
75%76%
70%
69%
66%
64%
76%
75%
73%
69%
62%
59%
59%
55%
62%
61%
58%
51%
46%47%
40% 41%
37%
37%
N.A.
8
67%
63%62% 64%
63%
58%
56%
74%
70%
Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is
right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics,
20-country global total.
50%
47%

9. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY
80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE
LAST YEAR
TRUST IN MEDIA, 2013 VS. 2014
2013
2014
HIGHER TRUST
IN 5 COUNTRIES
77%
70%
LOWER/EQUAL TRUST IN 21 COUNTRIES
81%
79%
78%
79%
71%
70%70%
66%
59%
55%
57%
60%
57%
54%
61%
58%
63%
68%
63%
61%
61%
54%
54%
52%
47%
60% 59%
66%
48%
42%
49%48%
47% 44%
43%
40%
51%
47%
50%
45%
45%
41%
42%
38%
35%
37%
50%
50%
40%
45%
40%
30%
26%
19%
N.A.
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point
scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.
9

11. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM
ENTRENCHED, DEVELOPING MARKETS SOAR
TRUST IN BUSINESS, 2013 VS. 2014
2013
2014
HIGHER TRUST IN 12 COUNTRIES
82%
82%
63%65%
70%
63%
59%
64%
58%
45%
39%
40%
73%
71%
62%
61%
58%
56%
56%
52% 53%
49%
48%
77%
62%
58%
57%
48%
82%
81%
79%
77%
74%
74%
72%
58%58%
LOWER/EQUAL TRUST IN 15 COUNTRIES
58%
54%
51%
47%
44%43%
44%
41%
43%
44%
38%
31%
N.A.
11
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global
total.
60%
56% 56%
50%
49%
45%
45%

12. INDUSTRY
SECTOR
LEADERSHIP/
CEO TRUST
4
KEY FACTORS
SHAPE TRUST IN
BUSINESS
ENTERPRISE
TYPE
12
COUNTRY
OF ORIGIN
(HEADQUARTERS)

16. COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A
TRUST DEFICIT COMPARED TO WESTERN BASED COMPANIES
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
78%
75%
74%
71%
68%
67%
55%
54%
50%
53%
16
Brazil
Spain
South Korea
Italy
France
U.S.
The Netherlands
Japan
U.K.
Canada
Switzerland
Sweden
Germany
42%
38%
36%
35%
34%
Mexico
79%
India
79%
China
80%
TRUSTED
Russia
MOST
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global
companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and
nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total.

17. MANY OTHER COUNTRIES TRUST IN ITALIAN COMPANIES
MORE THAN ITALY ITSELF
TRUST IN ITALY’S HEADQUARTERED COMPANIES AROUND THE WORLD
90%
83%
80%
70%
60% 55%
50%
46%
40%
30%
20%
10%
0%
17
24%

18. FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES
HAVE A TRUST ADVANTAGE EXCEPT IN ASIA
TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION
FAMILY-OWNED
SMALL- & MEDIUM-SIZED
PUBLICLY-TRADED
PRIVATELY-HELD
BIG BUSINESS
STATE-OWNED
71%
68%
63% 61%
62%
54%
74%
65%
62%
73%
85%
78%
76%
74%
72% 70%
68%
62%
63%
57%
48%
GLOBAL
83%
80%
APAC
EU
47%
47%
63%
60%
46%
45%
NORTH AMERICA
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total.
18
45%
LATIN AMERICA

19. FAMILY-OWNED AT THE TOP, STATE OWNED AT THE BOTTOM
ITALY TRUST IN DIFFERENT TYPES OF BUSINESSES
Global
EU
Italy
76%
71%
69%
68% 68%
64%
63%
62%
61%
57%
51%
48%
54%
47% 46%
38%
FAMILY-OWNED
19
SMALL- AND
MEDIUM-SIZED
PUBLICLY-TRADED PRIVATELY-HELD
47%
35%
BIG BUSINESS
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.
STATE OWNED

20. ITALY LOVES PRIVATELY-HELD COMPANIES
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES ITALY
PUBLICLY-TRADED
Gap
PRIVATELY-HELD
+22
41%
RESPONSIVE TO CUSTOMERS' NEEDS
63%
ACT RESPONSIBLY
79%
49%
54%
65%
27%
54%
+15
69%
42%
+14
56%
27%
+14
41%
57%
THINK LONG-TERM
+9
66%
37%
ELIVER CONSISTENT FINANCIAL RETURNS
20
+15
42%
TOP LEADERSHIP
HAVE TOO MUCH POLITICAL INFLUENCE
+15
50%
ARE INNOVATIVE
ARE PHILANTHROPIC
+16
38%
R HIGH QUALITY PRODUCTS OR SERVICES
ARE TRANSPARENT IN THEIR BUSINESS…
+18
31%
RESPONSIVE TO SOCIETY'S NEEDS
RESPONSIVE TO EMPLOYEES' NEEDS
+18
61%
ARE ENTREPRENEURIAL
+9
46%
26%
+6
32%
75%
55%
Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you
associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that
statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD
BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics.
-20

21. FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR
EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM 2013.
CREDIBILITY OF SPOKESPEOPLE
2009
ACADEMIC
OR EXPERT
A PERSON
LIKE
YOURSELF
47%
FINANCIAL
OR
INDUSTRY…
49%
41%
ACADEMIC
OR EXPERT
67%
A PERSON
LIKE
YOURSELF
62%
FINANCIAL
OR
INDUSTRY…
+4
NGO
REPRESENT
ATIVE
52%
+9
52%
+20
REGULAR
EMPLOYEE
CEO
31%
CEO
21
+15
53%
32%
29%
+5
66%
REGULAR
EMPLOYEE
GOVERNMEN
T OFFICIAL
OR…
2009 VS. 2014
TECHNICAL
EXPERT
62%
TECHNICAL
EXPERT*
NGO
REPRESENT
ATIVE
2014
GOVERNMEN
T OFFICIAL
OR…
43%
36%
+12
+7
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-country global total.
* Not tested in 2009

22. ITALIANS DO NOT TRUST GOVERNMENT LEADERS
BUT THEY DO TRUST INSTITUTIONS
CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - ITALY
2013
ACADEMIC OR
EXPERT
GOVERNMENT
OFFICIAL OR…
*SUCCESSFUL
ENTREPREN…
CEO
BOARD OF
DIRECTORS
BLOGGER
TECHNICAL
EXPERT IN…
61%
NGO
REPRESENT…
FINANCIAL OR
INDUSTRY…
ACADEMIC
OR EXPERT
57%
A PERSON
LIKE…
REGULAR
EMPLOYEE
2014
58%
TECHNICAL
EXPERT IN…
51%
41%
43%
31%
40%
37%
32%
36%
2013 vs.
2014
66%
61%
A PERSON
LIKE…
58%
NGO
REPRESEN…
55%
REGULAR
EMPLOYEE
48%
FINANCIAL
OR…
46%
+4
-3
+4
+7
+3
GOVERNMEN
T OFFICIAL…
37%
+6
*ENTREPREN
EUR
36%
-4
CEO
31%
-6
BOARD OF
DIRECTORS
29%
-3
BLOGGER
28%
-8
*Changed from “Successful Entrepreneur” in 2013
22
+8
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.

24. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST
DROPS IN U.S., FRANCE AND HONG KONG
TRUST IN GOVERNMENT, 2013 VS. 2014
= HISTORIC LOW
2013
GLOBAL HISTORIC LOW (2009)
= 43%
2014
HIGHER TRUST IN 9 COUNTRIES
LOWER/EQUAL TRUST IN 17 COUNTRIES
88%
82%
81%
76%
75%
73%
62%
56%
45%47%
43%
40%
43%
63%
60%
53%
53%
48%
44%
65%
63%
60%
57%
49%
45%
48%
44%
53%
51%
49%
47%
37%
35%
30%
32%
32%
28%
29% 27%
17%
23%
19%
24%
20%18%
19%
21%
N.A.
24
50%
45%
41%
42%
33%34%
32%
58%
54%
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global
total.

25. GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN
BUSINESS AND GOVERNMENT
TRUST IN BUSINESS VS. GOVERNMENT
BUSINE
SS
GOVERNMENT
HIGHER TRUST
IN GOVERNMENT
HIGHER TRUST IN BUSINESS
88%
20+ PT. HIGHER TRUST IN BUSINESS
82%
82%
79%
76%
77%
73%
72%
75%
71%
70%
63%
63%
58%
62%
58%
58%
53%
53%
50%
57%
54% 56%
53%
51%
45%
44%
45%
45%
38%
37%
41%
42%
43%
60%
59%
56%
54%
49% 49%
45%
45%
43%
43%
32%
27%
24%
23%
17%
25
19%
45%
39%
34%
28%
51%
21%
18%
Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box,
Trust) Informed Publics, 20-country global total.

26. BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED
GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD
& BEVERAGE INDUSTRIES
GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL
NOT ENOUGH REGULATION
GERMANY: 66%
SAY
NOT ENOUGH
REGULATION OF
FINANCIAL
SERVICES
INDUSTRY
53%
TOO MUCH REGULATION
UK: 73% SAY
NOT ENOUGH
REGULATION OF
ENERGY
INDUSTRY
51%
CHINA: 84% SAY
NOT ENOUGH
REGULATION OF
FOOD & BEVERAGE
INDUSTRY
48%
42%
27%
16%
17%
12%
Government Regulation Government Regulation Government Regulation Government Regulation
of Business
of Financial Services of the Energy Industry of the Food & Beverage
Industry
Industry
26
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right
amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262. When it comes to government regulation of the financial services industry, do
you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q263.
When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not
Enough, Too much) Informed Publics, 27-country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that
your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

27. HALF OF ITALIANS WANT GOVERNMENT AND BUSINESS
TO WORK TOGETHER
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - ITALY
Not Enough
Too Much
73%
63%
48%
46%
31%
11%
9%
7%
Government Regulation Government Regulation Government Regulation Government Regulation
of Business
of Financial Services of the Energy Industry of the Food & Beverage
Industry
Industry
27
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right
amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your
government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of
the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264.
When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right
amount? (Not Enough, Too much) Informed Publics.

28. ITALY WANTS THE GOVERNMENT
TO ENSURE COMPETITION WITHIN INDUSTRIES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - ITALY
24%
23%
18%
16%
15%
3%
28
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
2%

29. IT IS TIME FOR A NEW ERA. ITALIANS WANT CONSENSUS.
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - ITALY
When policymakers are developing new regulations
on businesses and industries, they should consult
with multiple stakeholders (i.e.
NGOs, academics, the affected
businesses/industries, etc.) before making final
decisions
73%
The energy industry should be a more active
participant in the broader debate over Italy energy
policy
68%
The food and beverage industry should be a more
active participant in the broader debate in Italy
over solutions to food and nutrition policy issues
67%
The financial services industry should be a more
active participant in the broader debate over the
future of the Italy banking system
58%
29
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

31. TREATS EMPLOYEES WELL IS THE MOST IMPORTANT DRIVER OF
TRUST IN ITALY
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS ITALY
TREATS EMPLOYEES WELL
ENGAGEMENT
IMPORTANC
PERFORMAN
E
CE
HIGH QUALITY PRODUCTS
INTEGRITY
46%
TRANSPARENT & OPEN
PRODUCTS &
SERVICES
PURPOSE
43%
LISTENS TO CUSTOMERS
OPERATIONS
CUSTOMERS BEFORE PROFITS
IS ETHICAL
POSITIVELY IMPACTS COMMUNITY
ACTS RESPONSIBLY IN CRISIS
ADDRESSES SOCIETY'S NEEDS
INNOVATOR
PARTNERS WITH NGOS
ADMIRED TOP LEADERSHIP
CONSISTENT FINANCIAL RETURNS
TOP GLOBAL COMPANY
31
42%
COMMUNICATES OFTEN
PROTECTS ENVIRONMENT
58%
49%
43%
41%
57%
55%
54%
Ga
p
-9
-11
-12
-12
53%
-10
53%
-12
52%
46%
51%
43%
50%
41%
50%
40%
48%
41%
46%
39%
39%
34%
36%
31%
25%
26%
24%
25%
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not
at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed
Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point
scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed
Publics.
-6
-8
-9
-10
-7
-7
-5
-5
+1
+1

32. ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR
COMPANIES TO BUILD TRUST
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS GLOBAL
TRUST-BUILDING OPPORTUNITY
QUADRANT
UNDER-PERFORMING ON HIGH
PRIORITIES
HIGH-PERFORMING ON HIGH
PRIORITIES
ENGAGEMENT
STATED IMPORTANCE
PRODUCTS & SERVICES
INTEGRITY
PURPOSE
UNDER-PERFORMING ON LOWER
EXPECTATIONS
STATED PERFORMANCE
OPERATIONS
Now taken for granted, in
2008 Operations were much
higher in importance for
building ON LOWER
HIGH-PERFORMING trust.
PRIORITIES
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at
32 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 Publics, 27country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where
one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General Publics, 27-

33. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL
IMPACT ENGAGEMENT CLUSTERS
THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST
CLUSTERS
…it will have its greatest impact in these clusters
If companies exhibit these positive behaviors...
ENSURES QUALITY CONTROL
IN PRODUCTS
86%
ENGAGEMENT
INTEGRITY
PRODUCTS &
SERVICES
PROTECTS CUSTOMER DATA
85%
ENGAGEMENT
INTEGRITY
PRODUCTS &
SERVICES
RESPECTS EMPLOYEE
RIGHTS
85%
RESPONSIBLE SUPPLY
CHAIN MANAGEMENT
PAYS APPROPRIATE LEVEL
OF TAX
83%
80%
ENGAGEMENT
INTEGRITY
ENGAGEMENT
INTEGRITY
ENGAGEMENT
INTEGRITY
PURPOSE
33 Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that
action is "not at all important to building your trust" and nine means it is "extremely important to building your trust" in a company. (Top 4 Box, Important in
Building Trust) General Publics, 27-country global total.

34. A COMPANY’S EMPLOYEE MOST TRUSTED TO COMMUNICATE ON
THREE OUT OF THE FIVE TRUST DRIVER CLUSTERS
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER
MESSAGE MAPPING, ITALY
COMPANY'S CEO
COMPANY'S EMPLOYEE
ACTIVIST CONSUMER
ACADEMIC
MEDIA SPOKESPERSON
49%
45%
36%
29%
18%
19%
15%
25%
23%
20%
20%
15%
17%
15%
26%
23%
19%
15%
18%
18%
16%
12% 13%
ENGAGEME
NT
34
28%
26%
22%
13%
33%
31%
30%
INTEGRITY
PRODUCTS
& SERVICES
PURPOSE
OPERATION
S
Q197-201(Italy Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic,
please select which person you trust MOST to provide you with credible and honest information about a company. General Public
TOTALS

35. BUSINESS REALLY CAN AND MUST LEAD THE DEBATE FOR
CHANGE. CEOS MUST NOW BECOME CHIEF ENGAGEMENT
OFFICERS
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY ITALY
73%
73%
72%
70%
59%
54%
mmunicates clearly andregardlesscenter during challengingemployeespersonallyto discussin etc.)
Tells the truth, transparentlyhow complex or unpopular it is Is regularly involved the state of the businessactive mediacauses
Is front and of
Engages with times (product recalls, lawsuits, supporting local charities and good presence
Has an
35
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?
(Top 4 Box, Total Important) Informed Publics.

36. A NEW TRUST ENVIRONMENT
There has been a significant
change in the trust
environment since 2009.
Business must now lead the
debate for change.
People trust business to
innovate, unite and deliver
across borders in a way that
government can’t. This trust
comes with the expectation and
responsibility to maintain it.
Doing this is less risky than not
doing it at all.
Operations and CSR programs are
now tablestakes (compared to
2008). Business must focus on
Engagement and
Integrity to build trust.
84% believe a company can
take specific actions that both
improve
the economic and
social conditions in the
increase profits and
communities where it operates.
CEO must become Chief Engagement Officer
36

37. BUSINESS TO LEAD THE DEBATE FOR CHANGE
Participate
Advocate
Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.
Evaluate
37
Partner, listen and build
relationships to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

38. DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL
INFLUENCE, CUSTOMER NEEDS AND ENTREPRENEURIALISM SHOW
LARGEST GAPS
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES
PUBLICLY-TRADED
67%
70%
60%
ARE INNOVATIVE
66%
61%
65%
R HIGH QUALITY PRODUCTS OR SERVICES
45%
49%
RESPONSIVE TO EMPLOYEES' NEEDS
+4
+3
52%
53%
TOP LEADERSHIP
+1
38%
39%
+1
63%
63%
THINK LONG-TERM
46%
44%
-2
58%
54%
ELIVER CONSISTENT FINANCIAL RETURNS
38
+4
52%
55%
ACT RESPONSIBLY
HAVE TOO MUCH POLITICAL INFLUENCE
+6
+4
50%
54%
RESPONSIVE TO SOCIETY'S NEEDS
ARE TRANSPARENT IN THEIR BUSINESS…
+8
62%
ARE ENTREPRENEURIAL
ARE PHILANTHROPIC
+9
58%
RESPONSIVE TO CUSTOMERS' NEEDS
60%
43%
Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you
associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that
statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD
BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics, 27-country global total.
-4
-17

40. OVER HALF SEE GOVERNMENT ROLE AS PROTECTING
CONSUMERS FROM BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS
51
%
28%
23%
21%
18%
5%
4%
1%
40 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total.

41. BUSINESS HAS PERMISSION TO PLAY ROLE IN
REGULATION AND DEBATE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS
When policymakers are developing new regulations
on businesses and industries, they should consult
with multiple stakeholders (i.e.
NGOs, academics, the affected
businesses/industries, etc.) before making final
decisions
79%
The energy industry should be a more active
participant in the broader debate over
[COUNTRY] energy policy
74% 65%
The food and beverage industry should be a more
active participant in the broader debate in
[COUNTRY] over solutions to food and nutrition
policy issues
74% 89%
The financial services industry should be a more
active participant in the broader debate over the
future of the [COUNTRY] banking system
71% 47%
41 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.

42. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY
82%
81%
80%
79%
69%
53%
municates clearly and transparently complex or unpopular it is state of the business local an active and good cause
Tells the truth, regardless ofIs front and center during challenging timesin supporting Has charities media presence
Engages with employees regularly toIs personally involved (product recalls, lawsuits, etc.)
how
discuss the
42
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that
CEO?; Q254B-261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in
that CEO's company? (Top 4 Box, Total Important) General Publics, 27-country global total.

43. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples;
Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord
Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden:
REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler