Edelman's annual Trust Barometer survey found that overall trust increased slightly in 2013 but intensity of trust remained weak. Business trust outpaced government trust in 16 of 26 markets. Corruption/fraud and incompetence were cited as top reasons for decreasing trust in institutions. In China, corruption was cited as the primary reason for decreasing government trust while lack of regulation was a leading factor for decreasing business trust. Technology remained the most trusted industry globally and in China.

1. CHINA FINDINGS

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

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. STATE OF TRUST

5. 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
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 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
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 PUBLICS
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 Publics
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
Gen Pop & Informed Publics
Canada 52 Indonesia 62
Brazil 51 U.S. 59
Poland, US, Sweden: - 14 points
Netherlands 50 Netherlands 59
Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55
U.S. 45 France: - 13 points Germany 55
Germany 44 France 54
UK 43 Sweden 54
S. Korea 43 UK 53
Italy 51
DISTRUSTERS
Turkey 43
France 41 Australia 50
Italy 40 Poland 48
Sweden 40 S. 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 ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS - GLOBAL
TRUST A GREAT DEAL
Trust Total: 58%
Trust Total: 53%
Trust Total: 48%
Trust Total: 43%
GOVERNMENT 12% 16% 14% 17% BUSINESS
2012 2013 2012 2013
Trust Total: 63%
Trust Total: 57% Trust Total: 58%
Trust Total: 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
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 in 20-country global total

8. INCREASE IN TRUST
TRUST IN INSTITUTIONS – CHINA
TRUST A GREAT DEAL Trust Total: 81%
Trust Total: 74%
Trust Total: 75% Trust Total: 71%
44%
36% 28%
22%
GOVERNMENT BUSINESS
2012 2013 2012 2013
Trust Total: 81% Trust Total: 79% Trust Total: 81%
Trust Total: 79%
37% 40%
35% 32%
MEDIA 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
8

9. 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% 73% 74%
64% 63% 65% 65%
62% 63%
62% 61%
59% 57% 60% 60%
56% 56%
56% 58% 58% 58%
52% 53%
50%
49% 47% 47% 47% 48% 48% 48% 49%
44% 44% 44%
41% 43% 44%
40% 40%
35%
33% 32% 32% 31%
30% 29%
19% 20%
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
9 global total and across 26 countries

10. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,
INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL
(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 27% CORRUPTION OR FRAUD 33%
50% 50%
WRONG INCENTIVES DRIVING BUSINESS
DECISIONS
23% WRONG INCENTIVES DRIVING POLICIES 17%
POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31%
TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11%
LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR 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 in 26-country global total

11. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN INSTITUTIONS, INCOMPETENCE IS
NOT A LEADING FACTOR FOR GOVERNMENT TRUST
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – CHINA
(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 25% CORRUPTION OR FRAUD 55%
60%
32%
WRONG INCENTIVES DRIVING BUSINESS
7% WRONG INCENTIVES DRIVING POLICIES 5%
DECISIONS
LACK OF REGULATION OR CONTROL 46% LACK OF REGULATION OR CONTROL 18%
TRANSPARENCY ISSUES 11% TRANSPARENCY ISSUES 16%
POOR PERFORMANCE/ INCOMPETENCE 10% POOR PERFORMANCE/ INCOMPETENCE 5%
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
11 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population

12. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN
LEAST TRUSTED
TRUST IN INDUSTRIES – GLOBAL
Technology #1 in all
2012 2013
markets surveyed*
Technology 79% Technology 77%
Automotive 66% Automotive 69%
Food and beverage 64% Food and beverage 66%
Consumer packaged Consumer packaged
goods 62% 65%
goods
Telecommunications 60% Telecommunications 62%
2013: Top 3 in Developed Markets
Brewing and spirits 59% Brewing and spirits 62% #1 Technology
#2 Automotive
Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits
Energy 53% Pharmaceuticals 58%
2013: Top 3 in Emerging Markets
Media 51% Media 53% #1 Technology
#2 Automotive
Banks 47% Banks 50% #3 Consumer Packaged Goods
#3 Energy
Financial services 45% Financial services 50%
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 20 -country global total (excludes
12 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)

13. TECHNOLOGY REMAINS THE MOST TRUSTED INDUSTRY
TRUST IN INDUSTRIES – CHINA
2012 2013
Technology 91% Technology 88%
Media 82% Automotive 85%
Automotive 81% Energy 84%
Telecommunications 78% Consumer packaged goods 82%
Banks 78% Banks 80%
Financial services 76%
Telecommunications 79%
Energy 76%
Financial services 78%
Consumer packaged goods 76%
Media 76%
Brewing and spirits 70%
Pharmaceuticals 75%
Pharmaceuticals 65%
Brewing and spirits 73%
Food and beverage 59%
Food and beverage 71%
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
13 to 2013 shown)

14. 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
14 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

15. CHINA HEADQUARTERED COMPANIES ARE LESS TRUSTED IN DEVELOPED
NATIONS
DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
Global trust in companies headquartered in Germany, Developed
Sweden, Canada and China has remained stable since 2008*
Emerging
China
91%
88% 88%
82% 80% 79%
78% 74%
72% 71%
69%
58% 60%
56%
50%
36%
29%
19%
Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs
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) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India) , and China
15 *Data used includes Informed Publics ages 35-64 only in 18-country global total

16. GERMAN COMPANIES MOST TRUSTED BY CHINA INFORMED PUBLIC; INDIAN
FIRMS TRUSTED LEAST
CHINA TRUST IN NATIONAL IDENTITY FOR COMPANIES
91% 90%
88% 88%
85% 84% 84% 83%
80% 79% 78%
76%
71% 71%
68%
57% 56%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
16 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

17. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;
WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES
TRUST IN DIFFERENT TYPES OF BUSINESSES
SMALL BUSINESSES
BIG BUSINESSES
89%
86%
79% 78%
76%
73%
70% 70%
65%
62%
53% 55% 55%
48%
GLOBAL DEVELOPED EMERGING US UK CHINA UAE
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
17 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China,
UAE

18. NGOS REMAIN MOST TRUSTED INSTITUTION;
FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed
have a trust score above 50% 2012
2008 China:
48% 2013 88% of markets surveyed 2013
83% 81%
have a trust score above 50%
78% 79%
76% 76%
75% 73% 75% 74%
70% 70% 69% 69% 67%
68% 66% 66% 67% 66% 66%
67% 65%
64%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
48% 49% 51%
50% 46%
41% 40%
37%
30%
28%
N/A
Q11-14. [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, Turkey and UAE) and across 26 countries
18

19. 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%
61%
57% 59% 57% 57%
54% 54%
52%
51% 50% 49% 49%
50% 47%
50% 47% 48%
47% 47%
45% 46% 45% 45% 45% 43% 43%
42% 41% 42%
37% 38% 38%
35% 36%
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 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 26 countries
19

20. CHINESE PUBLIC STRONGLY TRUSTS ALL TYPES OF MEDIA
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging APAC China
78% 73%
71% 75%
65%64% 63% 67%
58% 58% 56% 52% 58% 58%
51% 49% 52%
47% 47%
43% 41% 40%
32% 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
20 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, APAC and China

21. 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
21 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)

22. SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
8% 2% ONCE (1)
TEN OR MORE TIMES (10+)
8% TWICE (2)
8%
SIX TO NINE TIMES (6-9)
43% THREE TIMES (3)
32%
FOUR OR FIVE TIMES (4-5)
75% 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
22 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)

23. CRISIS OF LEADERSHIP

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

25. ACADEMIC OR EXPERT AND A PERSON LIKE YOU ARE THE MOST TRUSTED
CREDIBLE SPOKESPEOPLE
2013
2012 2013
Academic or expert 68% Academic or expert 69% 66%
Technical expert in the Technical expert in the 71%
66% 67%
company company
A person like yourself 65% A person like yourself 61% 71%
Regular employee 50% Financial or industry
51% 54%
analyst
NGO representative 50% NGO representative 51% 69%
Financial or industry analyst 46% Regular employee 50% 57%
CEO 38% CEO 43% 62%
Government official or
29% Government official or 54%
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 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics
25 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)

26. 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%
55% 54% 54% 55% 56% 55% 56%
50% 52% 52% 54%
52%
48% 48%
47%
45% 43% 45%
41% 42% 41% 40%
38% 39% 37% 36%
36% 36% 37% 36% 37%
35% 35% 35%
32% 34% 34%
31% 32%
27% 28% 27%
23% 25% 25% 26%
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
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,
26 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)

27. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
GLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:
BUSINESS LEADERS
26%
20% 19% 18%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
GOVERNMENT LEADERS
15% 15% 14% 13%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
27
Population across 26-country global total

28. TRUST BUILDING

29. LEADERSHIP TRUST GAP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP – CHINA
Trust in Business
Trust in Government
Trust Business Leaders to tell the Truth
Trust Government Leaders to tell the truth
50%
Global
18% 41%
-32 Global
13% -28
67%
China
32% -35 71%
China
24% -47
68%
India 55%
34% -34 India
20% -35
50% 38%
US US
15% -35 10% -28
42% 38%
Germany Germany
13% -29 6% -32
37% 33%
France
France 8% -25
10%
-27
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
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
29 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

30. 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 PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in 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
30 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

31. HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED
INTO 5 DISTINCT CLUSTERS
Edelman Trust Barometer’s Edelman Trust Barometer’s
2008 TRUST DRIVERS* 2013 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%)
31
*Data used includes Informed Publics ages 35-64 only in 18-country global total

32. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL
Gap
Importance 63%
-22
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
Performance 41%
62% -32
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
30%
TREATS EMPLOYEES WELL 61% -37
24%
PLACES CUSTOMERS AHEAD OF PROFITS 59% -36
23%
58% -33
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
25%
HAS ETHICAL BUSINESS PRACTICES 58% -30
28%
57% -33
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
24%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31
23%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27
26%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 49% -23
26%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47%
23%
-24
THE COMPANY OPERATES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11
33%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15
26%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38%
22% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38%
WORK FOR OR MOST ADMIRED COMPANIES 28% -10
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37%
ISSUES 19% -18
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
32 26-country global total (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 26-country global total

33. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CHINA
Gap
OFFERS HIGH QUALITY PRODUCTS OR SERVICES Importance 73% -22
Performance 51%
69% -25
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
44%
HAS ETHICAL BUSINESS PRACTICES 69% -24
45%
TREATS EMPLOYEES WELL 66% -25
41%
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 66% -21
45%
PLACES CUSTOMERS AHEAD OF PROFITS 65% -27
38%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 63% -24
39%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 63% -26
37%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 62% -22
40%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 60% -17
43%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 56% -17
39%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 53% -8
45%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 53% -14
THE COMPANY OPERATES 39%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 52% -12
40%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 49%
WORK FOR OR MOST ADMIRED COMPANIES 46% -3
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 48%
ISSUES 36% -12
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
33 China (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 China

34. GLOBAL INFLUENCER MESSAGE MAPPING
Who is Trusted MOST to provide you with Passionate or
Company’s Company’s Media
Activist Academic
credible and honest information about: CEO Employee Spokesperson
Consumer
A company’s employee programs, benefits & working
conditions
21% 63% 16% 13% 11%
ENGAGEMENT
How a company serves its customers and prioritizes
customer needs ahead of company profits
19% 30% 44% 16% 15%
INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23%
PRODUCTS A company’s innovation efforts and new product
development
31% 31% 27% 25% 13%
How a company uses its resources and influence to
support the environment
21% 26% 34% 27% 13%
PURPOSE How a company supports programs that positively
impact the local community
22% 27% 35% 20% 23%
Partnerships with NGO’s and effort to address societal
issues
25% 20% 25% 23% 15%
A company’s financial earnings & operational
performance
34% 27% 23% 23% 12%
OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15%
Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19%
34 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 the 26-country global total

35. LESSONS FOR LEADERS
Chinese enterprises need to close the gap between
expectation and performance
Engagement and Integrity play an increasingly important
role in building trust
Media and NGOs are more trusted
In China, big institutions are trusted more than leaders
35

36. 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 Tingkæ r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu