2012 Trust Barometer: Germany Results

2. 2012 Edelman Trust Barometer METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Indicates Global Data Online survey in 25 countries Indicates European 30,000+ respondents Union Region Data 1,000 general population respondents per country Indicates Germany Data Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy EMEA select countries: UK, Germany, France, Italy, Spain, Netherlands, Sweden, Ireland, Poland, Russia** and UAE** * This year Informed Publics were surveyed via online methodology instead of telephone ** Note: Russia and UAE are not included in the European Union Region total 2 © Edelman, 2012. All rights reserved.

3. Edelman Trust Barometer in retrospect 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 © Edelman, 2012. All rights reserved.

5. Distrust is growing; nearly twice as many countries are now skeptics Majority of EMEA countries are “Distrusters” in 2012 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 TRUSTERS India 65 Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Argentina 62 Canada 58 India 56 Italy 56 Italy 56 Argentina 54 NEUTRAL Canada 55 Australia 53 South Korea 53 < Brazil 51 Sweden 52 Sweden 49 Japan 51 > U.S. 49 Australia 51 South Korea 44 Spain 51 > Poland 44 France 50 > U.K. 41 Poland 49 Ireland 41 DISTRUSTERS Germany 44 < France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 5 © Edelman, 2012. All rights reserved.

6. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 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 Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE) 6 © Edelman, 2012. All rights reserved.

7. In Germany, trust in business drops nineteen percentage points and is on par with government trust TRUST IN INSTITUTIONS – GERMANY NGOs Media Business Government 80% 70% 60% 53% 53% 49% 50% 47% 51% 46% 46% 41% 43% 39% 38% 40% 39% 35% 35% BUSINESS 38% 32% 31% 35% 34% 30% 33% GOVERNMENT 31% 29% 27% 24% 20% 2007 2008 2009 2010 2011 2012 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 Germany 7 © Edelman, 2012. All rights reserved.

8. Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 56% 2012 52% 53% Informed Public 2012 47% General Public 43% 38% Government Business 61% 58% 49% 52% 50% 46% Media NGOs 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total 8 © Edelman, 2012. All rights reserved.

9. In Germany, trust in business declines significantly; government trust remains low TRUST IN INSTITUTIONS - GERMANY 2011 Informed Public 2012 Informed Public 2012 52% General Public 33% 33% 34% 33% 27% Government Business 55% 48% 42% 37% 39% 36% Media NGOs 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) General Population AND Informed Publics ages 25-64 in Germany 9 © Edelman, 2012. All rights reserved.

10. Several mature economies, including Germany, France and Spain, see double-digit drops in business trust TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 81% 81% 78% 77% 74% 71% 70% 69% 67% 64% 65% 63% 61% 62% 56% 56% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 50% 48% 46% 46% 46% 47% 44% 43% 44% 41% 41% 38% 34% 32% 28% Q11-14. [Business 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 and UAE) and across 19 countries 10 © Edelman, 2012. All rights reserved.

11. The top three most trusted industries remain consistent between 2011 and 2012; pharmaceuticals and energy industries fall significantly in Germany TRUST IN INDUSTRIES – GERMANY 2011 2012 Technology 84% Technology 64% - 20 Automotive 79% Automotive 55% - 24 Telecommunications 63% Telecommunications 47% - 16 Media 57% Food and beverage 43% Pharmaceuticals 57% Media 41% - 16 Energy 48% Brewing and spirits 39% Brewing and spirits 47% Consumer packaged goods 36% Food and beverage 37% Pharmaceuticals 34% - 23 Consumer packaged goods 35% Energy 24% - 24 Financial services 32% Banks 19% Banks 23% Financial services 14% - 18 Q16-26. [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 Germany 11 © Edelman, 2012. All rights reserved.

12. German trust in banks remains less than 25% since 2009 TRUST IN BANKS U.K. France Germany Italy Russia 100% 90% 80% 70% 60% 53% 51% 50% 45% 47% 42% 43% 43% 40% 41% 36% 45% 42% 34% 31% 27% 37% 30% 35% 27% 25% 27% 23% 29% 23% 22% 20% 26% 21% 22% 21% 18% 10% 17% 14% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Banks 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 35-64 in France, Germany, Italy, Russia and the U.K. 12 © Edelman, 2012. All rights reserved.

13. German trust in technology decreases, and is relatively lower than other markets, with the exception of Russia TRUST IN TECHNOLOGY U.K. France Germany Italy Russia 100% 91% 90% 86% 83% 80% 79% 83% 80% 77% 77% 75% 73% 81% 70% 70% 72% 70% 70% 69% 69% 74% 67% 71% 67% 67% 65% 68% 63% 60% 62% 59% 59% 58% 58% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Q16-26. [Technology 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 35-64 in France, Germany, Italy, Russia and the U.K. 13 © Edelman, 2012. All rights reserved.

14. German trust in government does not change between 2011 and 2012, and remains relatively low TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 78% 75% 75% 64% 62% 61% 56% 52% 53% 52% 52% 51% 50% 49% 44% 47% 43% 43% 43% 42% 42% 45% 43% 40% 38% 39% 35% 35% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% Q11-14. [Government 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 and UAE) and across 19 countries 14 © Edelman, 2012. All rights reserved.

15. In Germany, trust in media remains steady, and still trusted by less than majority TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 79% 72% 73% 70% 69% 67% 65% 61% 61% 61% 57% 54% 52% 53% 49% 50% 50% 48% 48% 46% 46% 45% 45% 43% 45% 42% 45% 41% 37% 37% 37%38% 38% 37% 35% 36% 32% 33% 27% 22% 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 and UAE) and across 19 countries 15 © Edelman, 2012. All rights reserved.

16. Diversification of Media TRUST IN INFORMATION SOURCES – GERMANY 2011 Informed Public 2012 Informed Public 38% - 14 24% 20% 13% 6% 7% 5% 3% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Germany 16 © Edelman, 2012. All rights reserved.

17. NGOs still most trusted institution, despite some drops; German trust in NGOs falls to less than majority TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 74% 72% 72% 72% 70% 67% 66% 66% 65%65% 63% 61% 61% 60% 60% 58% 58% 58% 59% 55% 55% 56% 55% 54% 53% 53% 53% 51% 51% 51% 50% 48% 49% 42% 41% 28% 30% Q11-14. [Non-governmental organizations (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 and UAE) and across 19 countries 17 © Edelman, 2012. All rights reserved.

18. Credibility of regular employees increases in Germany, while academics or experts, and financial or industry analysts suffer declines CREDIBLE SPOKESPEOPLE – GERMANY 2011 2012 Academic or expert 77% A person like yourself 72% A person like yourself 75% Technical expert in the company 59% Technical expert in the company 58% Academic or expert 53% - 24 Financial or industry analyst 56% NGO representative 48% NGO representative 49% Regular employee 41% + 18 Government official or regulator 30% Government official or regulator 22% CEO 24% CEO 21% Regular employee 23% Financial or industry analyst 20% - 36 Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Germany 18 © Edelman, 2012. All rights reserved.

19. Skepticism requires repetition in Germany MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – GERMANY Ten or more times Once (1), 3% (10+), 8% Six to Nine times (6- Twice (2), 20% 9), 3% Four or Five times (4 - 5), 25% Three times (3), 41% Three to Five times 66% Q148. [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 exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Germany 19 © Edelman, 2012. All rights reserved.

20. CEO credibility lowest in Germany, with large declines in France & Russia CEO CREDIBILITY U.K. France Germany Italy Russia 100% 90% 80% 70% 60% 60% 49% 50% 45% 38% 40% 35% 36% 33% 34% 33% 35% 35% 29% 35% 27% 31% 30% 26% 26% 25% 28% 27% 25% 26% 23% 22% 20% 23% 23% 19% 25% 25% 20% 21% 20% 23% 16% 19% 19% 21% 18% 21% 17% 13% 10% 14% 13% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q119-126. [A CEO of a company 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, Credible: Very + Extremely Credible) Informed Publics ages 35-64 in France, Germany, Italy, Russia and the U.K. 20 © Edelman, 2012. All rights reserved.

22. Trust in business and government move in sync since 2008 in Western Economies TRUST IN BUSINESS AND GOVERNMENT Business Government U.S. 80% 58% 60% 53% 51% 51% 48% 49% 44% 48% 48% 45% 45% 48% 39% 38% 40% 44% 44% 43% 36% 39% 38% 38% 37% 30% 27% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 UK/France/Germany 80% 60% 46% 41% 40% 36% 35% 36% 38% 37% 39% 40% 34% 36% 43% 36% 38% 31% 32% 31% 32% 30% 31% 27% 20% 26% 25% 22% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q11-14. [Business in General and Government 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 35-64 in the U.S. and UK/France/Germany 22 © Edelman, 2012. All rights reserved.

23. Government leaders less trusted than business leaders to tell the truth in most markets; Germany among top countries not trusting of government leaders Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50% 50% 48% 46% 47% 46% 46% 44% 43% 43% 42% 40% 40% 38% 36% 34% 36% 34% 34% 29% 27% 26% 23% 24% 17% 13% 14% 10% 10% 11% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 19 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 19 countries 23 © Edelman, 2012. All rights reserved.

24. Government not meeting public’s expectations in Germany GOVERNMENT IMPORTANCE VS. PERFORMANCE – GERMANY Government Importance Government Performance Gap 65% -53 LISTENS TO CITIZENS' NEEDS AND FEEDBACK 12% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 64% -51 COUNTRY 13% 64% -52 COMMUNICATES FREQUENTLY AND HONESTLY 12% 63% -51 HAS TRANSPARENT AND OPEN PRACTICES 12% 52% -37 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 15% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 44% -33 EMPLOYMENT OPPORTUNITIES 11% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% -31 ADDRESS SOCIETAL ISSUES 10% CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40% LOCAL COMMUNITIES -29 11% Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in Germany; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using 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 Germany 24 © Edelman, 2012. All rights reserved.

25. Business not meeting public’s expectations in Germany GERMANY Gap Business TREATS EMPLOYEES WELL 62% - 48 Importance 14% Company Performance PLACES CUSTOMERS AHEAD OF PROFITS 60% - 46 14% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 60% 20% - 40 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 55% - 40 15% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 54% - 39 BUSINESS 15% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 54% - 38 16% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 54% - 16 38% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% - 37 16% HAS ETHICAL BUSINESS PRACTICES 50% - 37 13% ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 46% - 31 15% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 41% - 25 IN WHICH THE COMPANY OPERATES 16% 38% -7 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 31% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 32% - 20 COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 12% PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 30% - 20 SOCIETAL ISSUES 10% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 29% - 19 10% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 27% 12% - 15 Q52-69. 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 Germany (excludes ‘Don’t Know’ responses);Q103-118. 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 Germany 25 © Edelman, 2012. All rights reserved.

26. Despite lack of trust in government, calls for increased regulations; Germany among most lenient EMEA countries with regard to government regulation of business % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 58% 54% 54% 53% 51% 50% 49% 48% 48% 40% 40% 38% 36% 35% 34% 30% 30% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 19 countries 26 © Edelman, 2012. All rights reserved.

27. Calls for greater consumer protection and regulation of business in Germany WHICH OF THE FOLLOWING IS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS? GERMANY 39% PROTECT CONSUMERS from irresponsible business practices Business 26% can address REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly on its own 19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 11% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 5% Government SHOULD NOT PLAY A ROLE in business 2% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, EMEA– 34%) • Unethical business practices (Global - 28%, EMEA - 22%) • Shortcuts that lead to poor quality (Global - 21%, EMEA -17%) Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed Publics ages 25-64 in Germany; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Germany 27 © Edelman, 2012. All rights reserved.

29. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted than government leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 29 © Edelman, 2012. All rights reserved.

30. Business: from license to operate to license to lead GERMANY Societal Operational CURRENT TRUST BUILDING FUTURE TRUST 33% TRUST BUSINESS 1) Treats employees well 1) Innovator of new products 2) Listens to customer needs and feedback 1) Delivers consistent financial returns 2) Places customers ahead of profits 4) Has transparent and open business 3) Ranks on a global list 5) High quality products or services 5) Takes actions to address issue or crisis 5) Communicates frequently and honestly 8) Works to protect/improve environment 9) Has ethical business practices 10) Addresses society's needs 11) Positively impacts the local community 12) Innovator of new products 13) Ranks on a global list 14) Partners with third parties 15) Delivers consistent financial returns 16) Highly regarded, top leadership 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) General Population in Germany; Q52-69. 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 Germany (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 30 © Edelman, 2012. All rights reserved.

31. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business 31 © Edelman, 2012. All rights reserved.

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