1. Trust and Purpose 21 June 2011

2. Methodology PSB completed 2,843 online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.* In Switzerland, PSB completed 200 interviews *Estonia is not weighted due to low base size 2

3. Where is the trust? While trust in business is not high, it is higher than among media, central government and religious leaders; central government is the least trusted of all Trust in business varies enormously and depends on a combination of factors: Provenance: people trust local companies the most, national a little less and international least of all. Europeans favour doing businesses with companies from America, Japan and Australia over BRICs Core values: honesty and trustworthiness, good value and treatment of employees remain more important reputation builders than community and environmental credentials Sector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly, are less trusted that computer and food and beverage companies In general, Europeans are cynical about the motivations of business and CEOs believing them to be more motivated by personal gain and profits than a desire to help society 3

4. Where is the trust? People prefer to seek out information about companies when they want it – through Google searches or traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel companies only communicate to sell them things. The priorities of consumers and employees have more in common than might be expected: although employees do prioritise paying employees a fair wage over quality products and services 4

5. Top of mind in 2011 5

6. Protests in 2011 6

7. The economic crisis needs no translation In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response) 7

8. Bonuses, the crisis and golden parachutes have undercut trust in CEOs In the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response) 8

9. Large corporations are seen to be motivated by money, profit and greed When you think of large corporations, what is the first word that comes to mind? (Open-end response) 9

10. Trust in Companies and Organisations 10

12. In Switzerland, trust is strongest at the local and national levelCompared to two years ago, are you more or less trusting of..?(Ranked by Switzerland, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] ) 11

16. Trust for the BRIC countries is very lowThinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing among Switzerland, European average shown in parenthesis) 14

19. In Switzerland, NGOs are far more trusted than in the rest of EuropeEur. Avg Switzerland For each of the following, please indicate how trustworthy you consider each group or industry to be...? (Showing Very/Somewhat Trustworthy on a four-point scale, ranked by Switzerland combined) 16

21. Having products and services that are good value is important across Europe Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Switzerland) 18

22. CEOs 19

24. Employee and consumer viewpoint 21

26. Unsurprisingly, being more open about mistakes and customer service were more important for consumers than employeesEur. Avg. Switzerland Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale, Showing top ten ranked by Switzerland Consumer) 22

27. The desires of consumers and employees are not as disparate as might be expected Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Switzerland Consumer) 23

28. The desires of consumers and employees are not as disparate as might be expected Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Switzerland Consumer) 24

31. Consumers say they would rather pay more for products and services that are produced responsibly and fairlyWhich of the following is closer to your view? 26

34. Information 29

40. They were most favourable to hearing about it through personalised letters and emails and from the front-line staffEur. Avg Switzerland Thinking about the future, how favourable would you be to the following ways in which companies could communicate with you?(Showing ‘Very favourable / Somewhat favourable’ on a four-point scale ranked by Switzerland combined score) 34

41. THANK YOU! 35