Edelman Trust Barometer 2015 - Italy Roma

2015
EDELMAN TRUST BAROMETER
FIORELLA PASSONI
CEO EDELMAN ITALIA E MEMBRO DEL GLOBAL
STRATEGY COMMITTEE
@FPASSONI
CONVEGNO FIDUCIA E INNOVAZIONE
ROMA, 16 FEBBRAIO 2015

PG 2
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• Ages 25-64
• 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
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents

PG 3
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
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 nine-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 in 27-country global total.
FIDUCIA IN CALO IN NGO, BUSINESS, MEDIA,
MA NON NEI GOVERNI
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%
57%
2014 2015
#2
45% 48%
2014 2015
#4 GOVERNMENTMEDIA
NGOS
Informed
Public

PG 4
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN ITALY, 2014 VS.
2015
ITALIA IN CONTROTENDENZA: FIDUCIA IN
AUMENTO
BUSINESS
GOVERNMENTMEDIA
NGOS
Informed
Public
40%
48%
2014 2015
#3
62%
64%
2014 2015
#1
45%
53%
2014 2015
#2
24% 28%
2014 2015
#4
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 nine-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 in Italy.

PG 5
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN ITALY, 2014 VS.
2015
MA PER L’OPINIONE PUBBLICA C’E SOPRATTUTTO
UN “EFFETTO RENZI”
BUSINESS
GOVERNMENTMEDIA
NGOS
43% 41%
2014 2015
#3
54% 53%
2014 2015
#1
49%
48%
2014 2015
#2
18%
27%
2014 2015
#4
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 nine-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 Italy.
General
Population

PG 6
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
ITALIA IN
RIPRESA:
TRUSTERSNEUTRALDISTRUSTERS
2014
TRUSTERS
from 30% to
22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS
from 33% to
48% in 2015
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.
27-country global total.
Informed
Public

PG 7
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
MA C’E
UN GAP
TRA
OPINIONE
PUBBLICA
ED ELITE
TRUSTERSNEUTRALDISTRUSTERS
2015
GLOBAL 55
2015
GLOBAL 46
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Nearly 2/3
of countries are
now
DISTRUSTERS
among the General
Online Population
Informed
Public
General
Population
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.

PG 8
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs 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 nine-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, 27-country global total.
FIDUCIA NELLE NGO:
ANCORA ALTA MA IN CALO NEL MONDO
2014 2015
Informed
Public
% Trust
66
76
73
64
62 61 62
59
47
75 74
84
76 76
70
75
67
70
77
67 66
69
58
67
58
41
47
37
63
81
77
71 70
65 64 63
58
74 73 72 71 71
68 67 67 66
63 62 61
59
57
51
48
38 37
29

PG 9
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
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 nine-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, 27-country global
total.
FIDUCIA NEL GOVERNO: NELLA MAGGIOR PARTE
DEI PAESI EUROPEI CRESCE Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
32
37
34
28
19
24
18
21
75
63
56
51
54
45
43
45 45
23
17
48
90
82 82
72
65
54
50
43 42 41
37
33
30 28 26 26
70
59
49 49
45
42 41 40
33
21
16

50
90
70 69
57 56
53 52 52 51 50
46
42
35 34
32
20
39
34
75
70 69
54
38 37 36
34
25
50
89
67 68
54
50 50 51
41
48
44
37
31 29
24
31
18
39
34
85 85
73
64
49
39
43
35
27
Higher Trust in
Local/State Government in 16 Countries
Higher Trust in Central/Federal
Government in 9 Countries
Neutral
% Trust
50%
2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT
FIDUCIA NEL GOVERNO :
MOLTI PAESI SI FIDANO PIÙ
DEL GOVERNO LOCALE CHE DI QUELLO
CENTRALE
Informed
Public
LOCAL/STATE CENTRAL/FEDERAL
Q11-323. [Local/State Government and Central/Federal Government] Below is a list of institutions. For each one, please indicate
how much you trust that institution to do what is right using a nine-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, 27-country global total.

PG 11
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
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 nine-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, 27-country global total.
FIDUCIA NEL BUSINESS:
IN 11 PAESI CRESCE, ITALIA INCLUSA. IN 16 CALAInformed
Public
2014 2015
59
82 82
79
70
54
63
58
45 45
43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43
41
39
57
85 84 84
73
66
64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36

PG 12
4 FATTORI CHIAVE
CONDIZIONANO LA FIDUCIA NELLE IMPRESE
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months

PG 13
50%
80%
77%
72%
66% 67% 66%
63% 64%
61% 61% 61%
57%
53% 54% 52%
78%
75%
71%
67% 67% 66%
63% 63% 61% 60% 60%
57%
54% 53% 51%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
SETTORI INDUSTRIALI:
IN FLESSIONE QUELLI TECNOLOGICI Informed
Public
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 nine-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, 27-country global total.
2014 2015
More Trust Less Trust
70% 74% 67%
*% of countries in which trust decreased
* * *

PG 14
50%
76% 75% 75% 74%
70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
PAESE D’ORIGINE:
IL “MADE IN ITALY” FRENA
Most Trusted
Informed
Public
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 nine-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, 27-country global total.

PG 15
15
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 Publics, 27-country global total.
M O S T T R U S T E D
50%
80% 79% 79% 78% 75% 74% 71% 68% 67%
55% 54% 53%
42%
38% 36% 35% 34%
Germany
Sweden
Switzerland
Canada
U.K.
Japan
TheNetherlands
U.S.
France
Italy
SouthKorea
Spain
Brazil
Russia
China
India
Mexico
2014
Informed
Public
PAESE D’ORIGINE:
E L’ITALIA PERDE TERRENO RISPETTO AL 2014

PG 16
16
FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO
MOLTI PAESI HANNO PIU FIDUCIA
NELLE NOSTRE IMPRESE DI NOI STESSI
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
81%
79%
76%
73% 72%
65%
60% 59%
57%
53% 52% 51% 51% 50%
46%
43% 42%
40% 40%
36%
34% 34% 34% 33%
28% 28%
26%
Informed
Public

PG 17
44% 45%
72%
64%
75%
69%
TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
TIPO DI IMPRESE:
I PAESI SVILUPPATI PREFERISCONO LE
“FAMILIARI”
QUELLI IN VIA DI SVILUPPO LE “GRANDI”
Informed
Public
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 nine-point scale, where one means that you “do not trust them at all” and
Edelman’s 2014 Summer Trust
Supplement found that, in most
emerging markets, large family-
owned businesses were the most
trusted company type, whereas
small family-owned businesses
were significantly less trusted.
Note that this distinction between
large and small family-owned
companies used for the Summer
Report makes direct comparisons
with the 2015 Barometer not
possible.
DEVELOPED COUNTRIES DEVELOPING COUNTRIES
State-owned Big Business Family-ownedState-owned Big Business Family-owned

PG 18
50%
57%
68%
State-owned Big Business Family-owned
Informed
Public
GLOBAL ITALY
TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. ITALY
TIPO DI IMPRESE:
IN ITALIA UN GAP ENORME
35%
52%
71%
State-owned Big Business Family-owned
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 nine-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, in Italy and 27-country
global total.

PG 19
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, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
LEADERSHIP: ESPERTI E “PERSONE COME ME”
CREDIBILI IL DOPPIO DEI CEO
70%
68%
63%
54% 55%
53%
46%
37%
70%
67%
63%
56%
53%
49%
43%
38%
Academic or
Industry Expert
Company
Technical Expert
A Person Like
Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
CEO Government
Official or
Regulator
2014 2015
Informed
Public

PG 20
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, Trust) Informed Publics, inItaly.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN ITALY
LEADERSHIP:
UN GAP ANCHE MAGGIORE IN ITALIA
66%
61%
58%
55%
46%
48%
31%
37%
67%
62% 61%
59%
44%
40%
32%
30%
Academic or
Industry Expert
Company
Technical Expert
A Person
Like Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
CEO Government
Official or
Regulator
2014 2015
Informed
Public

PG 21
31%
40%
50%
38%
43% 43% 41%
23%
27%
38%
36%
37%
31% 32%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND ITALY
LEADERSHIP:
IN ITALIA UN DECLINO DAL 2011
Italy
Informed
Public
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, Trust) Informed Publics, 20-country global total and
Italy.

21 countries are below 50% in trust of one or both institutions
GOVERNMENTBUSINESS
% Trust
50%
48
90
82
72
82
70
65
45
37
59
33
41
54
50 49 49
43 42
40
42 41
28
16
30
33
26
21
26
57
85 84 84
70
61
66 67
73
49
72
60
45 45
48 47
52
45
48
42 41
53
64
48
36
43
46
38
GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015
FIDUCIA NEL BUSINESS E NEL GOVERNO:
L’80% HA SFIDUCIA IN UNO O ENTRAMBI
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 nine-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, 27-country global total.
Informed
Public
2015

TRUST AND
INNOVATION
IN BUSINESS

2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS 011315| PG
24
2015 TRUST BAROMETER GLOBAL REPORT DRAFT 010515| PG 24
- JEFF BEZOS
“New inventions and things that customers like
are usually good for society.”
NOT SO FAST…

PG 25
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
Q349-351. Below are a number of statements. For each, please think about the pace of development and change
in business and industry today and select the response that most accurately represents your opinion. (Not
Enough, Too Much) Informed Publics, 27-country global total.
FIDUCIA NELL’INNOVAZIONE:
“TROPPO VELOCE” PER LA MAGGIORANZA
51% Too Fast28% Too Slow
Informed
Public
19% Just Right

PG 26
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN ITALY TODAY IS …
SORPRESA, PER NOI ITALIANI E TROPPO LENTA
40% Too Fast43% Too Slow
Informed
Public
15% Just Right
Q349-351. Below are a number of statements. For each, please think about the pace of development and change
in business and industry today, and select the response that most accurately represents your opinion. (Not
Enough, Too Much) Informed Publics, in Italy.

PG 27
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
IL CAMBIAMENTO E’ UN FATTO TECNOLOGICO
CHE NON RENDE MIGLIORE IL MONDO NÉ LA VITAInformed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry
today? Informed Publics, 27-country global total.

PG 28
46%
54% 54%
40%
53% 52%
24%
15% 16%
20%
17%
14%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public
2014 TRUST BAROMETER:
51%
say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION:
NON ABBASTANZA
REGOLAMENTATA
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right
amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial
services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not
enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY
BUSINESS INNOVATION: LA FIDUCIA VARIA
A SECONDA DEL TIPO DI INNOVAZIONE
69%
59%
55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing
Informed
Public
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust
each of these recent developments? Informed Publics, 27-country global total.
50%

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each
of these recent developments? Informed Publics, 27-country global total.
I PAESI IN VIA DI SVILUPPO PIÙ FIDUCIOSI
+29 +19 +26 +21 +6
83%
72% 71%
60%
37%
54% 53%
45%
39%
31%
Electronic and Mobile
Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic Fracturing Genetically Modified
Foods
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
… but do not take
customers in developing
markets for granted.
Informed
Public
50%

PG 31
78%
71%
57%
37%
30%
69%
59%
55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, ITALY VS. GLOBAL
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each
of these recent developments? (Top 4 Box, Trust) Informed Publics, in Italy.
CONFRONTO ITALIA / MONDO
+9 +12 +2 -10 -2
Informed
Public
50%
ITALY GLOBAL

PG 32
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, 27-country global total.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.” Informed Publics, 27-country global total.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES
LA FIDUCIA NEI SETTORI INDUSTRIALI
NON GARANTISCE LA FIDUCIA NELL’INNOVAZIONE
35%
48%
61%
61%
62%
67%
60%
78%
60%
54%Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food and Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+8
+1
-17
-12
-32
Gap
Trust in Industry Sector
vs.
Trust in Industry to Innovate

PG 33
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly
develop and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in Italy.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.” Informed Publics, in Italy.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN ITALY
34%
40%
52%
63%
75%
65%
60%
41%
77%
56%
Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food & Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+19
-14
+11
-20
-31
Gap
Trust in Industry Sector
vs.
Trust in Industry to Innovate
BUSINESS INNOVATION

PG 34
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
FIDUCIA NEI MEDIA:
NEL 60% DEI PAESI E’ IN CALO, MA NON DA NOI
2014 2015
Informed
Public
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 nine-point scale where one means that you “do not trust them at all” and
% Trust
53
78
70 71
60
45
48
40 40
35
42
30
19
79
70
61
63
55
58 59
54
48
63
54
41
44
37
40
51
80 79
76
62
51 50
48 47
44 43 42
20
77
59 57 56
52
47 46 45 43 41 40
38
34 34
31

PG 35
67%
63%
65%
62%
52%
50%
53%
53%
45%
43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
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 nine-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 Publics, 20-country global total.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
FONTI MEDIA: I MOTORI DI RICERCA
SUPERANO I MEDIA TRADIZIONALI
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media

PG 36
TRUST IN INFORMATION ABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
Q183. On a typical day, what is the first source that you go to for general information about business? Informed
Publics, 20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global
total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news
about business? Informed Publics, 20-country global total.
FONTI MEDIA:
I MOTORI DI RICERCA USATI PER PRIMI E DI PIÙ
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%
22%
22%
25%
29%
31%
2013 2014 2015
20%
19%
18%
28%
27% 27%
26%
27% 27%
2013 2014 2015
19% 19%
18%
22%
20% 20%
34%
36%
37%
2013 2014 2015
The First Source for
General Information
Breaking News
Source Used Most to
Confirm/Validate News

PG 37
general news and information? Please use a nine-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) General Population, in Italy.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN ITALY
FONTI MEDIA: MOTORI DI RICERCA
PIENA FIDUCIA SOPRATTUTTO IN ITALIA
56%
51%
55% 56%
59%
49%
52% 54%
57%
45%
47%
48%
69%
61%
66%
68%
47%
38%
45%
46%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Hybrid Media
Social Media
Owned Media
General
Population

PG 38
general news and information? Please use a nine-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 Publics, in Italy.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN ITALY
FONTI MEDIA: CALA LA FIDUCIA NEI SOCIAL
Informed
Public
62%
54% 54%
57%
73%
58%
50%
61%
67%
53%
44% 45%
72%
62%
69% 69%
54%
38%
44% 44%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Hybrid Media
Social Media
Owned Media

PG 39
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
FONTI MEDIA: I MOTORI DI RICERCA
SOPRATTUTTO “CONFERMANO” Informed
Public
General Information
Breaking News
Source Used Most to
Publics, Informed Publics, in Italy.
Q184. What is the first source you go to for breaking news about business? Informed Publics, inItaly.
about business? Informed Publics, in Italy.
27%
26%
19%
14% 15%
20%
30%
35% 34%
2013 2014 2015
18%
11%
11%12% 11%
12%
33%
48%
45%
2013 2014 2015
19%
13%
7%12% 8%
9%
38%
45%
52%
2013 2014 2015

PG 40
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT
SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
FONTI MEDIA:
STESSO TREND PER L’OPINIONE PUBBLICA
General Information
Breaking News
Source Used Most to
Publics, General Population, in Italy.
Q184. What is the first source you go to for breaking news about business? General Population, inItaly.
about business? General Population, in Italy.
21% 18%
16%
23%
26%
25%
32% 33% 34%
2013 2014 2015
13% 13%
11%
18%
16%
16%
39%
41% 42%
2013 2014 2015
12% 13%
11%14% 12%
13%
43%
46%
48%
2013 2014 2015
General
Population

PG 41
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn,
Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content
creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you
consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the
following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information
you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how
much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-
country global total.
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
SOCIAL MEDIA:
AMICI/FAMILIARI ED ESPERTI
VINCONO PER FIDUCIA
TRUSTED
NEUTRAL
DISTRUSTED

PG 42
creators? (Top 4 Box, Trust) Informed Publics, in Italy.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the
information posted from each of the following authors or content creators? Informed Publics,in Italy.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington
Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content
creators? Informed Publics, in Italy.
29%
29%
29%
36%
36%
38%
50%
53%
56%
63%
Celebrities
Elected officials
Brands I don't use
A company CEO
A journalist
Companies I use
An academic expert
Informed
Public
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
TRUSTED
NEUTRAL
DISTRUSTED
SOCIAL MEDIA:
NEL MONDO E IN ITALIA

PG 43
creators? (Top 4 Box, Trust) General Population, in Italy.
Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the
information posted from each of the following authors or content creators? General Population, in Italy.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington
Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content
creators? General Population, in Italy.
24%
26%
26%
30%
37%
37%
44%
50%
53%
63%
Celebrities
Elected officials
Brands I don't use
A company CEO
A journalist
Companies I use
An academic expert
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY
TRUSTED
NEUTRAL
DISTRUSTED
SOCIAL MEDIA: STESSO TREND
SIA ÉLITE SIA OPINIONE PUBBLICA General
Population

PG 44
16 CONSIGLI
PER MIGLIORARE
LA FIDUCIA
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
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
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
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
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 to building your trust” and nine means it
is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed
Public, 27-country global total.

PG 45
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT E INTEGRITY:
LE AREE PRIORITARIE PER COSTRUIRE LA
FIDUCIA
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
StatedImportance
Stated Performance
PURPOSE
OPERATIONS in 2008
Informed
Public
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 to building your trust” and nine means it is “extremely important to building your trust” in a
company. (Top 2 Box, Very/Extremely Important) Informed 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 nine-point scale, where one means they are
"performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed
Public, 27-country global total.

PG 47
COSTRUIRE E DIFENDERE LA FIDUCIA:
PROFITTI MA ANCHE BENEFICI PER LA COMUNITÀ
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in
Business Has Increased
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past
year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any,
has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT
COUNTRY].
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics,
Reasons Trust in
Business Has Decreased
47% 53%
81%
agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”

PG 48
COSTRUIRE E DIFENDERE LA FIDUCIA
PROFITTI MA ANCHE BENEFICI PER LA COMUNITÀ
53% 46% 38%
Fails to Contribute
to the Greater
Good
Lacks Economic
Growth
Does Not Allow Me to
Be a Productive
Member of Society
49% 47% 47%
Produces Economic
Growth/Contributes
to the Greater Good
Allows Me to Be a
Productive
Member of Society
Helps Me and My
Family Live a
Fulfilling Life
Reasons Trust in
Business Has Increased
in ITALY
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past
year? (Top 4 Box, Trust) Informed Publics, in Italy. Q330-331. For which of the following reasons, if any, has your trust in
each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Italy.
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed
Publics, in Italy.
Reasons Trust in
Business Has Decreased in
ITALY
39% 47%
81%
agree
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”

PG 50
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
Make test results available publicly for review 80%
Partner with an academic institution 75%
Run a clinical trial or beta test 71%
Partner with an NGO 63%
Partner with government 55%
55% AGREE:
New developments
are not tested
enough
LA TRASPARENZA E LE CONFERME DELLE TERZE
PARTI
SONO ESSENZIALI
Informed
Public
Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace
of development and change in business and industry today, and select the response that most accurately represents your
opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].

PG 51
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN ITALY
Informed
Public
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in Italy.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too
Much) Informed Publics, in Italy.
FIDUCIA NELL’INNOVAZIONE
Make test results available publicly for review 71%
Partner with an academic institution 68%
Run a clinical trial or beta test 68%
Partner with an NGO 61%
Partner with government 46%
47% AGREE:
New developments
are not tested
enough

PG 52
Trusted Companies
BEHAVIOR BASED ON TRUST
LA FIDUCIA NELL’INNOVAZIONE CONTA
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
Q371-376. 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. Informed Publics, 27-country global total.
Q377-380. 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. Informed Publics, 27-country global
total.
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY

PG 53
BEHAVIOR BASED ON TRUST IN ITALY
Q371-376. 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. Informed Publics, Italy.
Q377-380. 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. Informed Publics, Italy.
LA FIDUCIA NELL’INNOVAZIONE CONTA
Informed
Public
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-58% 68%
-54% 57%
51%
-36% 33%
40%
I sold
shares
I bought
shares
-11% 17%
Criticized them to a friend/colleague Recommended them to a friend/colleague
Shared positive opinions online
Paid more for
products/services
Defended company
Shared negative
opinions online

PG 54
LA MATRICE DELLA FIDUCIA
NELL’INNOVAZIONE
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Trusted
Innovation
APATHY
More
Transparency
More Accessible
Greater
Understanding
Greater Participation
More Control
More Clear Benefit
Greater Personal Benefit
Greater Societal Benefit
Less Clear Benefit
Less Personal Benefit
Less Societal Benefit
Informed
Public
Distrusted
Innovation
FEAR

PG 55
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
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
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.
INFLUENZATORI:
DIPENDENTI, ACCADEMICI,
CONSUMATORI SONO I PIÙ CREDIBILI
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS 011315| PG
56
LA NUOVA FORMULA PER LA
BUSINESS INNOVATION
TI
Trusted
Innovation
Discovery
Business brings an
unrivaled agility and
nimbleness, a multi-
stakeholder and
often global view,
founded in specific
expertise no other
institution can bring.
= (D
Benefit
Benefit is twofold:
personal and
societal, referring to
the trust placed in
companies that
address individual
needs or challenges,
as well as larger,
macro-issues facing
society.
B+
Integrity
Attributes that build
trust in any company,
chiefly having ethical
business practices,
managing risk,
treating employees
well and operating
responsibly as a
good corporate
citizen.
I)+
E Engagement
The multiplier factor:
the transparency and
3rd-party validation
that is integral to
innovation. Making
test results publically
available for review
and partnering with
other institutions all
increase trust.
Ensuring information
is easy to find,
understand, and
share is critical.

PG 57
PER L’INNOVAZIONE CREDIBILE
LE AZIONI NECESSARIE
BehaveSolve Engage
Fundamentally, business must conduct
itself with new rigor and self-awareness.
A commitment to robust relationships,
transparency and consistency in
reporting, active listening to
stakeholders’ concerns and a
willingness to modify products and
services is required. Ultimately this is an
action of leadership, culture and
conduct.
Business must continue to apply its
unparalleled perspective and skill to the
world’s greatest problems. Enterprise
must bring ideas and products to market
that yield benefit, while ensuring the
public sees the connection between
new developments and societal benefit.
Innovative product and service solutions
should be recognized by stakeholders
as more than profit-drivers.
Business must adopt a new framework
rooted in facilitating dialogue, sharing
information and fostering collaboration.
Realizing that new developments do not
speak for themselves, enterprises must
actively engage a broad range of
stakeholders to facilitate greater
understanding through stories that
reach and touch their audiences.
Business must explain benefits
completely, elucidate the technology
behind the innovations and
communicate its ethical practices in
bringing those discoveries to market. A
business that does this well is one that
invites partnership, encouraged
feedback and interaction and listens
openly.

Edelman Trust Barometer 2015 - Italy Roma

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Editor's Notes