2014 Edelman Trust Barometer: Canadian Findings

1. 2014 EDELMAN TRUST BAROMETER CANADA RESULTS

2. GLOBAL EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLIC • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets 2 • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data

3. EDELMAN TRUST BAROMETER IN RETROSPECT 2014 2013 CRISIS OF LEADERSHIP 2012 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 3 BUSINESS TO LEAD THE DEBATE FOR CHANGE RISING INFLUENCE OF NGOS

4. ONE | The State of Trust

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 57% MEDIA 17% 2013 5 23% 2014 #3 52% 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 public in 20-country global total.

6. TRUST IN NGOS, MEDIA AND BUSINESS RISES, TRUST IN GOVERNMENT DROPS CANADA TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 60% NGOS 17% #1 2013 BUSINESS 2013 16% 2014 55% 51% 11% 53% #3 10% 2014 15% #2 2013 2013 MEDIA 14% 2014 46% 12% 57% 42% #4 11% 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) General Population.

7. HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST CANADA TRUST IN GOVERNMENT AND BUSINESS SINCE 2008 Business 70% Government 56% 54% 50% 50% 49% 47% 40% 62% 58% 60% 44% 52% 56% 58% 50% 51% 47% 30% 2008 7 2009 2010 2011 2012 2013 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'. (4 Box, Trust) Informed Publics. 11 point trust gap between business and government

8. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 8 57 GLOBAL 54 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 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 Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). 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.

9. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 9 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.)

10. 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% 67% 63%62% 64% 63% 58% 56% 74% 70% 62% 61% 58% 51% 50% 46%47% 40% 41% 37% 37% N.A. 10 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 public, 20-country global total. 47%

11. 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. 11 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 public, 20-country global total.

12. SEARCH ENGINES LEAD INTERNATIONALLY, BUT TRADITIONAL MEDIA REIGN IN CANADA LEVELS OF TRUST IN SOURCES OF INFORMATION Global 65% Canada 65% 62% 70% 54% 55% 47% 45% 32% ONLINE SEARCH ENGINES TRADITIONAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 30% Online search 26% Newspapers 21% Television HYBRID MEDIA SOCIAL MEDIA FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS 28% 25% Online search Television 20% Newspapers 36% OWNED MEDIA SOURCE USED TO CONFIRM/VALIDATE INFORMATION AND BREAKING NEWS ABOUT BUSINESS 36% Online search 20% 19% Television Newspapers Q178-182. [TRACKING] 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”. (Top 4 Box, Trust) Informed public, 27-country global total Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed public, 27-country global total 12

13. 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. 13 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 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 public, 20-country global total. 60% 56% 56% 50% 49% 45% 45%

14. INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS ENTERPRISE TYPE 14 COUNTRY OF ORIGIN (HEADQUARTERS)

15. TECHNOLOGY HOLDS TOP SPOT AS MOST TRUSTED INDUSTRY, WHILE CANADIAN BANKS CONTINUE TO BUCK INTERNATIONAL TREND TRUST IN INDUSTRIES, 2013 VS. 2014 - CANADA 2013 2014 75% Technology 2013 vs. 2014 74% Technology -1 Consumer electronics manufacturing 71% Consumer electronics manufacturing 71% 0 Brewing and spirits 72% Brewing and spirits 71% -1 67% Food and beverage 68% Food and beverage +1 Entertainment 63% Entertainment 66% +3 Consumer packaged goods 63% Consumer packaged goods 66% +3 69% Automotive Automotive 63% -6 62% +3 Banks 59% Banks Financial services 59% Financial services 60% +1 Energy 59% +2 Energy Telecommunications 57% 61% Telecommunications 57% -4 Media 52% Media 55% +3 Pharmaceuticals 53% Pharmaceuticals 54% +1 Chemicals 15 48% Chemicals 47% 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 public. -1

16. WIDE RANGE OF TRUST WITHIN INDUSTRIES CANADA TRUST IN INDUSTRY SECTORS FINANCIAL SERVICES INDUSTRY FOOD AND BEVERAGE INDUSTRY ENERGY INDUSTRY Banks Food and 60% beverage retailers 72% Financial services industry overall Food service 71% Financial advisory / Asset management Credit cards / Payments Insurance 16 Renewables 77% 55% 51% 48% Food industry overall Food and beverage manufacturers Fast food restaurants 69% 67% 56% 58% Natural Gas 57% Utilities 58% Energy industry overall Mining Oil Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors 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”. 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. 54% 50% 43%

17. COMPANIES HEADQUARTERED IN BRIC NATIONS LESS TRUSTED THAN WESTERN-BASED COMPANIES TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES 78% 75% 74% 71% 68% 67% 55% 50% 54% 53% 17 Brazil Spain South Korea Italy France U.S. The Netherlands Japan U.K. Canada Switzerland Germany Sweden 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 public, 27-country global total.

18. CANADIANS DISTRUST BRIC-BASED COUNTRIES CANADA TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 85% 81% 79% TRUSTED 79% 75% 70% 67% 64% 63% 51% 47% 42% 35% 23% 18 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 public. 22% 21% 20%

19. 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 85% 71% 74% 68% 63% 62% 61% 62% 65% 76% 73% 62% 63% 48% APAC 60% 57% EU 47% 47% 63% 45% 46% 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 public, 27-country global total. 19 80% 72% 74% 70% 68% 54% GLOBAL 83% 78% STATE-OWNED 45% LATIN AMERICA

20. DIFFERENCES EXIST IN PERCEPTIONS OF COMPANY TYPES - POLITICAL INFLUENCE, CUSTOMER NEEDS AND ENTREPRENEURIALISM SHOW LARGEST GAPS PHRASES ASSOCIATED WITH PUBLICLY TRADED & PRIVATELY HELD BUSINESSES - CANADA PUBLICLY TRADED Gap PRIVATELY HELD 63% RESPONSIVE TO CUSTOMERS' NEEDS 75% 69% ARE ENTREPRENEURIAL 77% 68% ARE INNOVATIVE RESPONSIVE TO EMPLOYEES' NEEDS 76% 58% 55% +7 62% +6 56% THINK LONG-TERM 68% OFFER HIGH QUALITY PRODUCTS OR SERVICES 68% 74% +6 45% 47% +2 57% 57% 0 60% 59% DELIVER CONSISTENT FINANCIAL RETURNS 20 +6 74% TOP LEADERSHIP HAVE TOO MUCH POLITICAL INFLUENCE +8 62% ACT RESPONSIBLY ARE TRANSPARENT IN THEIR BUSINESS PRACTICES +8 +7 51% RESPONSIVE TO SOCIETY'S NEEDS ARE PHILANTHROPIC +12 48% 45% -1 -3 65% 50% 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 public. -15

21. CANADIANS TRUST CEOS AND PERSON LIKE YOURSELF LESS THAN GLOBE CREDIBILITY OF SPOKESPEOPLE , 2013 VS. 2014 - CANADA 2013 2014 80% ACADEMIC OR EXPERT TECHNICAL EXPERT IN THE COMPANY 68% 51% FINANCIAL OR INDUSTRY ANALYST 58% A PERSON LIKE YOURSELF 49% REGULAR EMPLOYEE 55% NGO REPRESENTATIVE GOVERNMENT OFFICIAL OR REGULATOR 2013 vs. 2014 45% 73% ACADEMIC OR EXPERT -7 TECHNICAL EXPERT IN THE COMPANY 58% -10 FINANCIAL OR INDUSTRY ANALYST 56% +5 53% A PERSON LIKE YOURSELF -5 REGULAR EMPLOYEE 50% +1 NGO REPRESENTATIVE 50% -5 GOVERNMENT OFFICIAL OR REGULATOR 36% -9 BOARD OF DIRECTORS 33% BOARD OF DIRECTORS 35% +2 CEO 35% CEO 33% -2 BLOGGER 21 15% BLOGGER 18% 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 public. +3

22. THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR GOVERNMENT COUNTERPARTS ON KEY METRICS CANADA TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING BUSINESS LEADERS 18% 2013 2014 22% 10% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 11% MAKE ETHICAL AND MORAL DECISIONS 7% 9% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 10% 9% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 22 8% 9% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 8% 9% MAKE ETHICAL AND MORAL DECISIONS 5% 7% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 8% 10% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.

23. 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. 23 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 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 public, 20-country global total.

24. GLOBAL GAP OF 14 PERCENTAGE POINTS BETWEEN TRUST IN BUSINESS AND GOVERNMENT TRUST IN BUSINESS VS. GOVERNMENT BUSINESS 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% 58% 58% 53% 50% 62% 57% 54% 56% 53% 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% 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 public, 2024 country global total.

25. TWO | The Intersection Between Business and Government

26. BY A THREE-TO-ONE MARGIN INFORMED PUBLIC CALL FOR INCREASED GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL Not Enough Regulation Too Much Regulation 42% 53% 27% Government Regulation of Business 51% 17% 16% Government Regulation of Financial Services Industry 48% 12% Government Regulation of the Government Regulation of the Energy Industry Food & Beverage Industry Not Enough Regulation Too Much Regulation 54% 49% 43% 17% Government Regulation of Business 7% Government Regulation of Financial Services Industry 48% 10% 9% Government Regulation of the Government Regulation of the Energy Industry Food & Beverage Industry 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 public, 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 public, 27-country global total. Q263. When it comes to government 26 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 public, 27country 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 public, 27-country global total.

27. MORE THAN TWO-THIRDS SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - CANADA 69% 43% 26% 16% 13% 2% 0% PROTECT CONSUMERS REGULATE BUSINESS BUILD WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY FROM IRRESPONSIBLE ACTIVITIES TO ENSURE INFRASTRUCTURE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT BUSINESS PRACTICES COMPANIES ARE THAT PROMOTES AND AND OPEN BUSINESS EXPERIENCES BEHAVING FACILITATES COMPETITION WITHIN FINANCIAL CRISIS RESPONSIBLY BUSINESS INDUSTRIES OPPORTUNITIES 27 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed public. 1% DON'T KNOW

28. BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - CANADA 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 The food and beverage industry should be a more active participant in the broader debate in Canada over solutions to food and nutrition policy issues The energy industry should be a more active participant in the broader debate over Canadian energy policy The financial services industry should be a more active participant in the broader debate over the future of the Canadian banking system 28 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed public. 81% 71% 68% 64%

29. THREE | Building Trust Through Context

30. 16 KEY 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 research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 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. 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 OPERATIONS In 2008 Operations were much higher in importance for building trust. Now table stakes. HIGH-PERFORMING ON LOWER PRIORITIES STATED PERFORMANCE 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 31 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 public, 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) General public, 27-country global total.

32. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIOURS 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 behaviours... ENSURES QUALITY CONTROL IN PRODUCTS 86% ENGAGEMENT INTEGRITY PRODUCTS & SERVICES 85% PROTECTS CUSTOMER DATA ENGAGEMENT INTEGRITY PRODUCTS & SERVICES 85% RESPECTS EMPLOYEE RIGHTS RESPONSIBLE SUPPLY CHAIN MANAGEMENT PAYS APPROPRIATE LEVEL OF TAX 83% 80% ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY PURPOSE 32 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 public, 27-country global total.

33. NEGATIVE BEHAVIOURS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN ETHICAL BUSINESS PRACTICE THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS If companies exhibit these negative behaviours... …it will have its greatest impact in these clusters 81% UNETHICAL BUSINESS PRACTICES ENGAGEMENT FAILS TO KEEP CUSTOMER INFORMATION SECURE 80% INTEGRITY IRRESPONSIBLE DURING A CRISIS 80% INTEGRITY INTEGRITY SUB-STANDARD WORK CONDITIONS 79% ENGAGEMENT INTEGRITY MISREPRESENTS THE COMPANY 79% ENGAGEMENT INTEGRITY Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action 33 has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) General public, 27-country global total.

34. DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS; EMPLOYEES ARE TRUSTED SOURCE ACROSS AREAS MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 50% 37% 31% 32% 32% 30% 21% 21% INTEGRITY 30% 23% 19% PRODUCTS & SERVICES 27% 23% 22% 25% 21% 16% 14% 13% 12% ENGAGEMENT 26% 24% 17% 15% 34 31% 27% 25% 21% 36% 34% PURPOSE OPERATIONS 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 public, 27-country global total. TOTALS

35. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - CANADA 90% 89% 88% 87% 75% 62% COMMUNICATES CLEARLY AND TRANSPARENTLY 35 TELLS THE TRUTH, IS FRONT AND ENGAGES WITH IS PERSONALLY REGARDLESS OF CENTER DURING EMPLOYEES INVOLVED IN HOW COMPLEX OR CHALLENGING TIMES REGULARLY TO SUPPORTING LOCAL UNPOPULAR IT IS (PRODUCT RECALLS, DISCUSS THE STATE CHARITIES AND LAWSUITS, ETC.) OF THE BUSINESS GOOD CAUSES 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. HAS AN ACTIVE MEDIA PRESENCE

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 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 increase profits improve the economic and social conditions in the and communities where it operates. not doing it at all. CEO must become Chief Engagement Officer 36

37. WE NEED TO EVOLVE… From only to include Micro Macro Transactional Shared Value(s) Legal Requirements Societal Expectations What How and Why

38. 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 38 Partner, listen and build relationships to inform strategy. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.

39. To talk about how to apply our findings to your business, contact us: Edelman Vancouver Kim Peacock 604.623.3007 39 Edelman Calgary Laurie Stretch 403.817.0620 Edelman Toronto Lisa Kimmel 416.979.1120 Edelman Montreal Anik Trudel 514.844.6665 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; AntiGovernment 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

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