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48
21%
31%
29%
23%
29%
47%
34%
30%
23%
31%33%
22%
29%
34%
26%
22%
27%
37%
34%
31%
14%
23%
13%
19%
15%
OperationsPurposeProductsIntegrityEngagement
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. Informed Publics, 27-country global total.
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
INFLUENCERS:
EMPLOYEES, ACADEMICS,
CONSUMERS MOST TRUSTED
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

48
21%
31%
29%
23%
29%
47%
34%
30%
23%
31%33%
22%
29%
34%
26%
22%
27%
37%
34%
31%
14%
23%
13%
19%
15%
OperationsPurposeProductsIntegrityEngagement
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. Informed Publics, 27-country global total.
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
INFLUENCERS:
EMPLOYEES, ACADEMICS,
CONSUMERS MOST TRUSTED
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

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