An overview of public trust in Ireland towards business, banking and government in 2013.

1. IRELAND FINDINGS

2. OVERVIEW
1. The Trust Barometer Explained
2. Key Global Findings
3. The State of Trust
4. Trust in Business & Government
5. Sources of Information
6. Trust Building
7. Conclusions

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. KEY GLOBAL FINDINGS
MAIN THEMES OF 2013 TRUST BAROMETER
• Trust coming back post credit crisis but fragile
• Crisis of Leadership
• Europe on wrong track, low trust in central banks
• Governments perceived to be incompetent or corrupt
• Business competent but behaving badly, wrong incentives
• Large gap between expectations of business and performance
• Ireland remains a Trust laggard
• Banking sector facing critical challenge

5. STATE OF TRUST

6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF 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
Singapore 76 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
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 US +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
U.K. 41
S. Korea 47
DISTRUSTERS
Poland 49 Ireland 41 Ireland 46
Germany 44 France 40 Argentina 45
U.S. 42 Germany 39 Spain 42
U.K. 40 Spain 37 Turkey 42
Russia 40 Japan 34 Japan 41
Ireland 39 Russia 32 Russia 36
6
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64

7. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS - GLOBAL
TRUST A GREAT DEAL
58%
53%
43% 48%
GOVERNMENT 12% 16% 14% 17% BUSINESS
2012 2013 2012 2013
63%
58%
57%
52%
19% 22%
17%
MEDIA 15%
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
7 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 in 20-country global total

8. IRELAND – STILL DISTRUSTERS
TRUST IN INSTITUTIONS – IRELAND
TRUST A GREAT DEAL
44%
43%
35% 32%
GOVERNMENT 8% 4% 8% 6%
BUSINESS
2012 2013 2012 2013
63%
53%
45%
35%
18% 17%
MEDIA 10% 8% 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
8 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 in Ireland

9. TRUST IN BUSINESS & GOVERNMENT

10. BUSINESS TRUSTED MORE THAN GOVERNMENT IN
16 OF 26 MARKETS SURVEYED
TRUST IN BUSINESS VS. GOVERNMENT
Trust in Government
62% of markets surveyed have
Business
trust score below 50%
Government
Trust in Business
35% of markets surveyed have
GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50%
Globally, largest gap since 2007*
82% 81% 82%
81%
77%
74% 74%
64% 63% 65%
62% 62% 63%
59% 60% 61% 60%
57%
56% 56% 56% 58% 58% 58%
52% 53%
50%
49% 47% 47% 47% 48% 48% 48% 49%
44% 44% 44% 44%
41% 43%
40% 40%
35%
33% 32% 32%
30% 29% 31%
19% 20%
10 Q11-14. [Business in General and 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
ages 25-64 in 26-country global total and across 25 countries

11. 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
Government official or Business leaders trusted less than
regulator Credibility 50% in 16 of 26 markets
Government leaders trusted less
than 50% in 21 of 26 markets
73%
70%
62%
60%
56%
55% 54% 54% 55%
50% 52% 52% 52% 54%
48%
47% 48%
45% 43% 45%
41% 42% 41%
38% 39% 37% 40%
36% 36% 37% 36% 37% 36%
35% 35% 35%
32% 34% 34%
31% 32%
27% 28% 27% 26%
23% 25% 25%
22% 22% 22%
18%
15%
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
11 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 ages 25-64 in 26 -country global total and across 25 markets

12. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
GLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
BUSINESS LEADERS
27%
19% 20% 18%
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
17% 17% 17% 14%
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
12 Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders and government leaders to do the following? (Top Box- Trust A great Deal) Informed publics across
26-country global total

13. 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 – IRELAND
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
CORRUPTION OR FRAUD 32% CORRUPTION OR FRAUD 22%
57% 37%
WRONG INCENTIVES DRIVING BUSINESS
DECISIONS
25% WRONG INCENTIVES DRIVING POLICIES 15%
LACK OF REGULATION OR CONTROL 20% LACK OF REGULATION OR CONTROL 7%
POOR PERFORMANCE/ INCOMPETENCE 14% POOR PERFORMANCE/ INCOMPETENCE 45%
TRANSPARENCY ISSUES 6% TRANSPARENCY ISSUES 9%
13 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 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in Ireland

14. FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED
TRUST IN INDUSTRIES – IRELAND
2012 2013
Technology 74% Technology 64%
Food and beverage 60% Food and beverage 59%
Brewing and spirits 55% Automotive 56%
Automotive 55% Brewing and spirits 54%
Telecommunications 53% Telecommunications 53%
Consumer packaged goods 52%
Consumer packaged goods 51%
Pharmaceuticals 51%
Energy 45%
Energy 49%
Pharmaceuticals 44%
Media 34%
Media 40%
Financial services 18%
Financial services 18%
Banks 17%
Banks 15%
14 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 (only industries tracked from
2012 to 2013 shown) in Ireland

15. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF
MARKETS NOW BELOW 50% TRUST LEVEL
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011
2008
2013 US Trust in Banking Industry has doubled
over past two years, from 25% (2011) to
50% (2013) among Informed Publics 25-64.
83% 83%
80%
72% 71% -20
69%
67%
63%
-19
-11 61%
59%
60%
59% -25
56% 54% 56%
53%
52% -13
50% 49% 49% 49% 51%
47%
-25 -26
45% 47%
44% -19 45%
38%
42% -24
35% 35%
32% 31% 31%
26%
23% 22%
19%
11%
15

16. BANKS PERFORMANCE REPORT CARD 50%+ = 
SCORING 40-49% = O
RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY
<40% = X
Rating of Banks’ Performance Nether-
in each of the following UK Germany France Italy Spain Ireland Poland Sweden Russia Turkey
lands
(Total Excellent/Good)
Lending to small businesses X X X X X X X X X X O
Providing home mortgage loans X X X X X X X X O X O
Offering reasonable credit cards X X O X X X O X X X X
Trading and investing in government
debt X X X X X X X X X X X
Ensuring the privacy & security of
customers' personal information X O  X X X O   X O
Overseeing initial public offerings for
companies X X X X X X X X X X 
Trust in Banking Industry 29% 26% 34% 32% 22% 15% 31% 47% 41% 47% 35%
Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions?
(Total Excellent/Good) Q43-60. [Banking 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 UK, Germany, France,
Italy, Spain, Ireland, Netherlands, Poland, Sweden, Russia, and Turkey

17. TRUST DEFICIT IN BANKS LINKED TO CULTURE
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – IRELAND
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)
LACK OF REGULATION CORPORATE CULTURE DRIVEN BY
COMPENSATION/BONUSES
23%
37% 66% of causes of
BANKS ARE TOO LARGE scandals are
8% internal and
within business’
CHANGES IN THE ECONOMY 2%
2% control
CONFLICTS OF INTEREST 27%
CORPORATE
CORRUPTION
Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ;
Q161. [ASK IF FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read,
17 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? Informed Publics ages 25-64 in Ireland

18. LOW TRUST IN THE SYSTEM OF CENTRAL BANKS IN SPAIN AND GERMANY
TRUST IN THE EUROPEAN SYSTEM OF CENTRAL BANKS TO DO WHAT IS RIGHT FOR EUROPE
Trust Central Banks
Do not Trust Central Banks
59%
49% 51%
43% 45% 45% 44%
40% 40% 41%
37% 39% 38%
34% 35% 35% 36% 36% 35%
24%
EU Spain Germany UK Sweden Poland Ireland Italy France Netherlands
18 Q205B. Please indicate how much you trust the European System of Central Banks to do what is right for Europe in general. Please use a 9-point scale where one means
that you “do not trust it at all” and nine means that you “trust it a great deal” to do what is right for Europe in general. (Top 4 Box – Trust) (Bottom 4 Box – Do not Trust)
Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

19. GENERAL CONSENSUS THAT EUROPE IS OFF ON THE WRONG TRACK
OVER THE PAST YEAR, WOULD YOU SAY THAT THINGS IN EUROPE ARE GOING IN THE RIGHT DIRECTION OR HAVE THEY GOTTEN OFF
ON THE WRONG TRACK?
In the Right Direction
Off on the Wrong Track
70%
66%
63% 64% 64%
61% 62% 61%
51%
49%
39%
36%
28% 29% 29%
26% 25% 25% 24%
22%
EU France Ireland Italy Poland UK Spain Sweden Netherlands Germany
19 Q204B. Over the past year, would you say that things in Europe are going in the right direction or have they gotten off on the wrong track? Informed Publics ages 25-64 in
the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

20. NETHERLANDS, SWEDEN AND FRANCE MOST TRUSTING OF GERMAN
GOVERNMENT TO RESOLVE THE DEBT CRISIS
TRUST IN THE GERMAN GOVERNMENT TO DO WHAT IS RIGHT FOR THE EUROZONE IN RESOLVING THE DEBT CRISIS
TRUSTERS NEUTRAL DISTRUSTERS
81%
61%
58%
52% 54%
51%
48%
43%
40%
33%
EU Netherlands Sweden France UK Poland Germany Italy Ireland Spain
202B. How much do you trust the German government to do what is right for the Eurozone in resolving the Eurozone debt crisis? Please use a 9-point scale where one
20 means that you “do not trust the German government at all” and nine means that you “trust the German government a great deal” to do what is right for the Eurozone in
resolving the Eurozone debt crisis. (Top 4 Box - Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and
Germany

21. EUROPE DIVIDED ON WHO IS MOST TRUSTED TO SOLVE THE DEBT CRISIS
TRUST TO MANAGE THE CURRENT EUROZONE DEBT CRISIS
European Union
Your National Government
TRUST EU MORE THAN OWN GOVT TO MANAGE
THE CURRENT EUROZONE DEBT CRISIS
68%
64%
59%
50% 49%
48%
46%
44% 44%
41% 41% 40% 38%
32% 32% 32%
21% 22%
18%
16%
EU France Italy Ireland Spain Poland Netherlands UK Germany Sweden
21 203B. Who do you trust more to manage the current Eurozone debt crisis: [ROTATE:] your national government or the European Union? Informed Publics ages 25-64 in
the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

22. SOURCES OF INFORMATION

23. STEADY GROWTH IN TRUST IN MEDIA OVER TIME;
RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS
TRUST IN MEDIA
2008 50% of markets surveyed have a 2012
trust score 50% or above
2013
2013 62% of markets surveyed have a
81% trust score 50% or above
79% 79% 80%
77%
70% 70%
65% 68% 66%
65% 65% 66%
61% 61% 61% 60% 61%
57% 57% 57%
54% 54%
52% 51% 50% 49%
50% 47%
50%
49% 47% 47% 47% 48%
45% 46% 45% 45% 45%
42% 43%
43% 42%
41%
38%
37% 35% 36% 38%
33%
26%
N/A
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
23 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, Turkey and UAE) and across 25 countries

24. TRADITIONAL MEDIA STILL MOST TRUSTED IN IRELAND
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging EU Ireland
75%
71%
63% 64% 66% 65%
61% 62%
58% 58%
51% 52% 51%
43% 44% 43%
42% 41% 37%
33% 35%
29% 31%
19% 22%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
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 means that you "do not trust it at all" and nine means that you "trust it a great deal". Informed Public in 26-country global total, Developed (US, UK, France,
24 Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); EU Region; Ireland

25. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE
2013
2012 2013
Academic or expert 68% Academic or expert 69% 74%
Technical expert in the Technical expert in the 60%
66% 67%
company company
A person like yourself 65% A person like yourself 61% 54%
Regular employee 50% Financial or industry
51% 46%
analyst
NGO representative 50% NGO representative 51% 54%
Financial or industry analyst 46% Regular employee 50% 54%
CEO 38% CEO 43% 36%
Government official or
29% Government official or 25%
regulator 36%
regulator
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
25 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in 20
country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and Ireland (only spokespeople tracked from 2012 to 2013 shown)

26. TRUST BUILDING

27. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – IRELAND
Gap
Importance -43
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67%
Performance 24%
66% -46
TREATS EMPLOYEES WELL
20%
PLACES CUSTOMERS AHEAD OF PROFITS 62% -47
15%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 62% -26
36%
61% -41
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
20%
HAS ETHICAL BUSINESS PRACTICES 61% -42
19%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 59% -42
17%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% -38
BUSINESS 17%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53%
19% -34
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 46%
COMMUNITY IN WHICH THE COMPANY OPERATES 17% -29
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 46%
17% -29
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 37% -11
26%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 37%
17% -20
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 32%
15% -17
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 30%
COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 17% -13
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 30%
ADDRESS SOCIETAL ISSUES 10% -20
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
27 Population in Ireland (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 Ireland

28. SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
12% 4% ONCE (1)
TEN OR MORE TIMES (10+)
14% TWICE (2)
6%
SIX TO NINE TIMES (6-9)
35% THREE TIMES (3)
29%
FOUR OR FIVE TIMES (4-5)
64% THREE TO FIVE 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
28 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)

29. TRUST HAS TANGIBLE BENEFITS
IN 2011, 85% OF RESPONDENTS SAID THEY CHOSE TO BUY PRODUCTS/SERVICES FROM A COMPANY THEY
TRUST WHILE 73% WOULD REFUSE TO BUY FROM A COMPANY THEY DISTRUST
ACTIONS TAKEN OVER PAST 12 MONTHS (2011) - GLOBAL
DISTRUSTED COMPANIES
_+ TRUSTED COMPANIES
73% 85%
Refused to buy products/services Chose to buy products/services
67% 75%
Criticized them to a friend/colleague Recommended them to a friend/colleague
54%
Paid more for products/services
33% 44%
Shared negative opinions online Shared positive opinions online
19% 30%
Sold shares Bought shares
F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust?
Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries
F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes
or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries

30. LESSONS FOR LEADERS
Observe re-ordering of authority
Old values are not sufficient
Clear opportunity for business
Trust is fragile and perceived behaviors are an anchor
30

32. TO VIEW THE FINDINGS IN FULL
VISIT
www.edelman.ie