2017 Edelman Trust Barometer

1

Informed Public

9 years in 20+ markets

Represents 13% of total global population

500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

Ages 25-64College educatedIn top 25% of household income per age group in each countryReport significant media consumption and engagement in business news

General Online Population

6 years in 25+ markets

Ages 18+

1,150 respondents per country

All slides show General Online Population unless otherwise noted

2017 Edelman Trust Barometer Methodology

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). 2

17 years of data

33,000+ respondents total

Initial fieldwork was conducted between October 13th and November 16th, 2016

Online Survey in 28 Countries

Mass Population

All population not including Informed Public

Represents 87% of total global population

1,150 General Online Population respondents, with additional boosts of 250 Low Income Household respondents and 100 High Net Worth individuals

Fieldwork was conducted between 23 December, 2016 and 7 January, 2017

January Supplement, UK JAN

Trust in Retrospect

3

Rising Influence of NGOs

2001Business Must Partner with Government to Regain Trust

2009Fall of the Celebrity CEO

2002Earned Media More Credible Than Advertising

2003U.S. Companies in Europe Suffer Trust Discount

2004Trust Shifts from “Authorities” to Peers

2005“A Person Like Me” Emerges as Credible Spokesperson

2006Business More Trusted Than Government and Media

2007Young Influencers Have More Trust in Business

2008

Trust is Now an Essential Line of Business

2010Rise of Authority Figures

2011Fall of Government

2012Crisis of Leadership

2013Business to Lead the Debate for Change

2014Trust is Essential to Innovation

2015

Trust in Crisis

2017Growing Inequality of Trust

2016

2017: Trust Gap Widens

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 25-country global total.

4

Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2017

21 pts

19 pts

18 pts

2012 2016 2017

53

60 60

44

48

45

Informed Public

15pt Gap

9pt Gap

A 3-point increase in the last year

12pt Gap

Largest Gaps

MassPopulation

45 Global70 India67 Indonesia62 China59 Singapore59 UAE52 Netherlands50 Colombia50 Mexico47 Brazil47 Canada47 Italy47 Malaysia47 U.S.45 Argentina42 Hong Kong41 S. Africa41 Spain41 Turkey40 Australia39 Germany38 France37 U.K.36 S. Korea36 Sweden35 Ireland34 Japan34 Poland31 Russia

Trust IndexMass Population Left BehindAverage trust in institutions, Informed Public vs. Mass Population

The Mass Population distrusts

their institutions in 20 of 28 countries

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 28-country global total.

MassPopulation

InformedPublic

5

60 Global80 India79 China78 Indonesia77 UAE71 Singapore68 U.S.62 Canada62 Netherlands61 Italy61 Mexico57 Malaysia57 Spain56 France56 U.K.55 Colombia54 Australia54 Germany53 Hong Kong51 Argentina51 Brazil50 S. Korea50 Turkey49 Japan49 S. Africa47 Sweden45 Russia44 Ireland43 Poland

Trusters (60-100)

Neutrals (50-59)

Distrusters (1-49)

Trust in Crisis

Trust IndexA World of DistrustAverage trust in institutions,2016 vs. 2017

7

47 Global72 India69 Indonesia67 China60 Singapore60 UAE53 Netherlands52 Mexico52 U.S.50 Colombia49 Canada48 Brazil48 Italy48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 France40 U.K.38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 Russia

2016 2017

50 Global 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland

Trusters (60-100)

Neutrals (50-59)

Distrusters (1-49)

Source: 2017 Edelman Trust Barometer. The TrustIndex is an average of a country's trust in the institutionsof government, business, media and NGOs. General Population, 28-country global total.

3-point decrease in the global Trust Index

Trust declines in 21 of 28 countries—the broadest declines since beginning General Population tracking in 2012

2 in 3 countries are now distrusters

Evaporation of Trust in Past Year in the UK

Source: 2017 Edelman Trust Barometer UK Supplement Q1. 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] Base: UK General Population (n=1,150)

8

Percent trust in institutions, 2012-2017

JAN

2012 2013 2014 2015 2016 2017 January Supplement

- 2017

29

37 3634

36 36

26

32

36 37

3336

32

24

38

49

45 4446 45

33

42

52 51

46

50

46

32

GovernmentMediaBusinessNGOs

35 43 42 39 42 40 29Trust Index:

50 4636 36

46 45

32 3632 3324 26

All Four Institutions Distrusted in UK

Source: 2017 Edelman Trust Barometer Q11-620. 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] Base: UK General Population (n=1,150)

9

Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017

Business MediaNGOs Government

50%Neutral

Trusted

Distrusted

-14 -12 -8

20172016

JAN UK Supplement

-10

10

4435 34

26

44 43

3237

54

67

4654

NGOs Business Media Government

Trust Crisis Deepens Amongst Low Income Households And Hits High Net Worth For First Time

Source: 2016 Edelman Trust Barometer UK Supplement Q11-14 Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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) Low income households (n250), General population (n1000), High net worth (n100) // 2017 Edelman Trust Barometer UK Supplement Q1. 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) Low income households (n485), General population (n1,150), High net worth (n116)

Percent trust in the four institutions of government, business, media and NGOs

Low Income HouseholdsGeneral Population

High Net Worth

26 2721 20

32 3324 26

51 53

35 38

NGOs Business Media Government

2016 2017

JAN

Post Brexit

12

If We Ran the Referendum Again, People Think We’d Get a Different Outcome. We Would Not.

Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: UK General Population (n=960), Informed Public (n=99), Mass Population (n=861) // Q16. 6 months after the referendum, would you say...? Base: Those who voted leave (n=476), Those who voted remain (n=474)

Percent who voted for the UK to leave/remain in the European Union

50 49

38

62

51 48

Leave Remain

General Population

Informed Public

Mass Population

JAN

87% of those who voted to leave, and

88%of those who voted to remainAre sure of their decision six months after the vote

13

Even High Net Worth Split Over Brexit Vote

Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: General Population (n=960), Low Income Households (n=377), High Net Worth (n=107)

Percent who voted for the UK to leave/remain in the European Union

61

39

50 4945

54

Leave Remain

JAN

Low Income HouseholdsGeneral Population

High Net Worth

14

Post Brexit Broad Agreement That We Should Just Get On With It

Source: 2017 Edelman Trust Barometer UK Supplement Q17. The results of the referendum are being challenged. What do you think should happen? Base: General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116)

Percent who agree with the following statements

JAN

Low Income HouseholdsGeneral Population

High Net Worth

62

717

58

922

66

823

15

Post Brexit, 6 in 10 Are Not Worried About The Future

Source: 2017 Edelman Trust Barometer UK Supplement Q22. Following the UK decision to leave the European Union, would you say you are…[Top 2 Box, More Confident] [Bottom 2 Box, More Worried] Base: UK General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116)

Attitude toward the future following the UK decision to leave the European Union

JAN

Low Income HouseholdsGeneral Population

High Net Worth

More Confident Perception of Future Unchanged More Worried

3330 3031 29

36

49

20

29

Future generations Immigration The UK Economy UK Society Employment and the job market in the UK

Your personal life and future

40

30

4337 39 37

11

2211

17 1423

42 41 39 39 4033

General Population Unclear on the Impact of Brexit

Source: 2017 Edelman Trust Barometer UK Supplement Q20. Thinking about the implications of Brexit, how much do you expect the withdrawal of the UK from the European Union to make a positive, negative or no impact in future... [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150)

16

Perceived impact of the UK’s withdrawal from the EU

JAN

Negative

Neutral

Positive

Theresa May - the Prime Minister

Sadiq Khan - Mayor of London

David Davis - Secretary of State

for Leaving the European Union

Boris Johnson - Secretary of State

for Foreign and Commonwealth Af -

fairs

Philip Hammond - 'Chancellor of the

Exchequer

Amber Rudd - 'Secretary of State

Liam Fox - Secre-tary of State for

International Trade

36

24 24 2622 16 20

40 3934

26 25 24 23

35

23 23 26 2215

20

Theresa May and the Three Brexiteers Not Trusted to Deliver Brexit

Source: 2017 Edelman Trust Barometer UK Supplement Source: 2017 Edelman Trust Barometer Q19. Please indicate how much you trust the following members of the Government to do what is right when negotiating the UK withdrawal from the EU. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)

17

Percent trust political figures to do what is right as regards the UK’s withdrawal from the EU, 2017

JAN

General Population

Informed Public

Mass Population

50%Neu

tral

Trus

ted

Dis

trus

ted

NGOs The British People

Business The United Nations

The In-terna-tional

Monetary Fund

The House of Lords

The House of Com-mons

Media Gov-ern-

ment

The Euro-pean Union

Political leaders in general

Political parties in general

22 23 25 26 2934 37 38

43 44 46 47

Rejection of UK Political Institutions Post Brexit

Source: 2017 Edelman Trust Barometer UK Supplement Q2. Please indicate how much your personal trust in each institution has changed over the past year. [Bottom 2 Box Box, Trust Less] Base: UK General Population (n=1,150)

18

Percent who trust institutions less over past year, 2017

50%

JAN

Significant decline of trust in political system

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18 1926 27 27 28

4049

5560

8288

Post Brexit 8 In 10 Brits Do Not Trust Political Leaders to Do What Is Right

Source: 2017 Edelman Trust Barometer UK Supplement Q1. 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] Base: UK General Population (n=1,150)

19

Percent trust in institutions, 2017

50%

NeutralDistrust Trust

JAN

Political Party 2014 2015 2016 2017

Conservatives37% 36% 38% 28%

Labour41% 36% 31% 25%

Liberal Democrats31% 25% 23% 20%

UKIP29% 27% 19% 19%

Green Party38% 36% 29% 27%

Scottish National Party23% 20% 22% 19%

Plaid Cymru22% 15% 16% 16%

2014 2015 2016 201710%

15%

20%

25%

30%

35%

40%

45%

Loss of Trust Amongst Parties Post Brexit

Source: Edelman Trust Barometer UK Supplement Q3/Q14. Please indicate how much you trust each of the following political parties 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. Base: UK General population

Trust in each political party to do what is right, 2014-2017

20

JAN

All Parties Distrusted

Six Months Post Brexit

Political Leader 2014 2015 2016 2017

David Cameron33% 34% 40% 23%

Boris Johnson43% 39% 37% 24%

Jeremy CorbynN/A N/A 28% 23%

Tim FarronN/A N/A 18% 15%

Nigel Farage25% 28% 21% 20%

Nicola Sturgeon N/A 20% 28% 23%

Leanne Wood11% 14% 16% 11%

Theresa MayN/A N/A N/A 35%

Sadiq KhanN/A N/A N/A 24%

2014 2015 2016 201710%

15%

20%

25%

30%

35%

40%

45%

Loss of Faith in all Political Leaders Following Brexit

Source: Edelman Trust Barometer UK Supplement Q4/15. Please indicate how much you trust the following political leaders to do what is right using 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] Base: UK General population. N/A – individuals not included in the previous surveys

Trust in each political leader to do what is right, 2014-2017

21

JAN

Six Months Post Brexit

All Politicians Distrusted

Theresa May

Boris Johnson

Sadiq Khan

David Camero

n

Jeremy Corbyn

Nicola Stur-geon

Nigel Farage

Philip Hammond

David Davis

Caroline Lucas

Tim Farron

Liam Fox

Paul Nuttall

Leanne Wood

Amber Rudd

Jonathan Bart-

ley

35

24 24 23 23 23 20 19 17 15 15 15 11 11 11 8

41

26

4136

27 3024

2922

1521 21

17 17 15 16

34

24 22 21 22 22 20 18 16 15 14 1410 11 10 8

Across the Board, British Political Leaders Distrusted

Source: 2017 Edelman Trust Barometer UK Supplement Q4. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)

22

Trust in each political leader to do what is right, 2017

JAN

General Population

Informed Public

Mass Population

50%Neu

tral

Trus

ted

Dis

trus

ted

Theresa May

Boris Johnson

Sadiq Khan

Jeremy Corbyn

Nicola Stur-geon

David Camero

n

Nigel Farage

Philip Hammond

David Davis

Caroline Lucas

Liam Fox

Tim Farron

Leanne Wood

Paul Nuttall

Amber Rudd

Jonathan Bart-

ley

33

25 23 23 23 22 20 18 17 16 16 13 13 11 11 8

39

24

3426

31 3325 23 24 21 18 18 19 18

13 11

3325 22 23 22 21 19 18 16 15 15 13 12 11 11 8

Honesty Seen as Unlikely from British Politicians

Source: Edelman Trust Barometer UK Supplement Q5/Q21. Please indicate how much you trust the following political leaders to communicate honestly. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)

23

Trust in each political leader to communicate honestly, 2017

JAN

General Population

Informed Public

Mass Population

50%Neu

tral

Trus

ted

Dis

trus

ted

Political stability in the world

The world economy Future generations The UK economy UK society Your personal life and future

6659 57

45 4536

12 1517

2832

47

1418 18 19

1510

Trump Triggers Crisis of Trust in Post-Brexit Britain

Source: 2017 Edelman Trust Barometer UK Supplement Q21. Thinking about the implications of the election of Donald Trump as the new U.S. president, how much do you expect his presidency to make a positive, negative or no impact in the future on the following? [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150)

24

Perceived impact of the US election of Donald Trump

JAN

Negative

Neutral

Positive

The SystemIs Broken

Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned.

26

Global

France

Italy

Mexico

S. Africa

Spain

Poland

Brazil

Colombia

Germany

U.K.

Australia

Ireland

U.S.

Netherlands

Canada

Sweden

Argentina

Malaysia

Turkey

Russia

S. Korea

Indonesia

Japan

India

Hong Kong

Singapore

China

UAE

System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19

Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40

In 14 countries, the percent of population that has lost faith is above the global average

Systemic loss of faith restricted to Western-style democracies1 in 2 Countries Have Lost

Faith in the SystemPercent of population who believethe system is not working

Above global average

Aligned withglobal average

Belowglobal average

Barely 1 in 10 believe the system is working for them

60%

29%

11%

Majority in the UK Believe the System is Failing Them

Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.

27

Not at all true

9 8 7 6 5 4 3 2 1

3 in 10 are uncertain

Completely true

System failing System working

Approximately

Globally Even The Informed Believe the System Is Not Working

Source: 2017 Edelman Trust Barometer S8. Thinking about your annual household income in 2015, which of the following categories best describes your total household income that year? S7. What is the last grade in school you completed? S9. How often do you follow public policy matters in the news? S10. How often do you follow business news and information? General Population, 28-country global total, cut by ‘populism’. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.

High-Income College-Educated Well-Informed

Top quartile of income College degree or higher Follow business and public policy information several times a week or more

48% 49% 51%

18

UK Amongst Countries with Above Average Belief the System Is Failing

Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. 29

% Who Agree System is Failing 53   72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19

Global

France Italy Mexi

coS.

Africa

Spain

Poland

Brazil

Colombia

German

yU.K. Aust

raliaIrela

nd U.S.Netherlands

Canada

Sweden

Argentin

aMalaysia

Turkey

Russia

S. Kore

a

Indonesi

aJapa

nIndiaHon

g Kon

g

Singapor

eChin

a UAE

Above-Average Level of Fear

Above-Average Belief the System is Failing

Countries with Multiple Fears and Failing System

10 countries with above-average belief the system is failing and multiple fears

4 countries with above-average belief the system is failing – but lack multiple fears

Corruption

Immigration

Globalization

Eroding social values

Pace of change

The EchoChamber

31

The Echo Chamber in Action

Facts matter less Bias is the filter Humans not required

2 in 5 agree

“I would support politicians I trust to make things better for me and my family even if they exaggerated the truth”

52%Do not regularly listen to people or organisations with whom they often disagree

Nearly 4x more likelyto ignore information that supports a position they do not believe in

More likely to believe

59%Search Engines

41%Human Editors

Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an important social issue? (Sum of “Yes, but rarely,” “No, never”) General Population, 28-country global total. Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never,” “Almost Never,” “Several Times a year,” “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, 28-country global total, question asked of half the sample.

Nearly

43

2012 2017

Search engines* 61 64

Traditional media 62 57

Online-only media** 46 51

Owned media 41 43

Social media 44 41

Media as an institution 46 43

2012 2013 2014 2015 2016 2017

57

51

41

64

Globally Traditional Media Shows Steepest Decline

Source: 2017 Edelman Trust Barometer 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) General Population, 25-country global total, question asked of half the sample.

*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”

Percent trust in each source for general news and information

32

Change,2012 - 2017

+3

-5

+5

+2

-3

-3

Owned media now as trusted as media as an institution

Traditional media down 5 points

43

Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, 28-country global total, choices shown to half the sample.

33

In the UK Official Sources Are DistrustedPercent who find each source more believable than its pair

73% Individuals

27% Institutions

66% Reformer

34% Preserver ofStatus Quo

76% Leaked Information

24% Company PressStatements

34

Desire for Trustworthy Information Amidst Questionable Media Ethics

Source: UK Supplement, Q6/Q12. Thinking specifically about traditional media how much do you agree or disagree with the following statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news) [Top 4 Box, agree] Base: UK General Population

82% 78%59% 59% 57%

42% 37%

77% 74%52% 53% 46%

32% 25%

20162017

JAN

Percent agreement with each statement, 2016 vs. 2017

Business on Notice

36

Business Expected to Lead

Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). UK General Population, question asked of half the sample..

73% agree

“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

Glob

al

28-C

ount

ry

Japa

n

Fran

ce

Pola

nd

S. K

orea

Cana

da

Aust

ralia

Hong

Kon

g

Irela

nd

Neth

erla

nds

Germ

any

Italy

U.K.

Swed

en

Russ

ia

Sing

apor

e

U.S.

Mal

aysia

Spai

n

Arge

ntin

a

Turk

ey

Chin

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Braz

il

Colo

mbi

a

Indo

nesia

S. A

frica

UAE

Mex

ico

Indi

a

37

1823 23 24 25 26 27 27 27 28 28 28 31 34 36 38 40 40 42 43 44

48 48 51 52 5561

70

All-time Low for CEO Credibility

Source: 2017 Edelman. Trust Barometer Q130-747 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) General Population, 28-country global total, question asked of half the sample.

GDP 5 = U.S., China, Japan, Germany, U.K. 37

Percent rate CEOs as extremely/very credible, 2016 vs. 2017

CEOs not credible in 23 countries

50%

-12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16

Declines in all 28 countries

Y-to-Y Change+−

NeutralDistrust Trust

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Tech

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A p

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Em

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Gov

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CE

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60 60 60

48 46 43

2937 35

60 5953

5043 40

30 28 28

GlobalUK

Experts Retain Position of Credibility

Source: 2017 Edelman. Trust Barometer Q130-747 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) UK General Population, question asked of half the sample.

38

Percent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017

CEO credibility decreased the most, dropping to an all-time low

-7 -5

A person like yourself amongst most credible spokespeople

-6 -7 -3 -5 -9 -7 -8 -12 -8

Y-to-Y Change+−

Unlike the global trend, experts remain more trusted than “a person like yourself”

Business Plays a Role in Stoking Societal Fears

Source: 2017 Edelman Trust Barometer Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) UK General Population. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) UK General Population, question asked of half the sample.

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UK population worries about losing their jobs due to:

54% globalization

is taking us in the wrong direction

52% the pace of change

in business and industry is too fast

Jobs moving to cheaper markets

Automation

Lack of training/skills

Foreign competitors

Immigrants who work for less

41%

44%

50%

51%

56%

What’s at Stake for Business?

Source: 2017 Edelman. Trust Barometer Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) UK General Population.

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69% agree 71% agree

“The government should protect our jobs and local industries, even if it means that our economy grows more slowly.”

“We need to prioritise the interests of our country over those of the rest of the world.”

Business’ License to Operate at Risk

Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) UK General Population, question asked of one-fifth the sample. 41

78% agree that the pharmaceutical industry needs more regulation

60% agree that policymakers should tax foods that negatively impact health

52% do not agree that financial market reforms have increased economic stability

Regulation ReformTax Policy

Which is more believable?

Talk With the People, Not At the People

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Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given-the one that is most likely to be true most often. UK General Population, choices shown to half the sample.

60% Personal experience

40% Data

65% Spontaneousspeaker

35% Rehearsedspeaker

54% Blunt and outspoken

46% Diplomatic and polite

48% Company’ssocial media

52% Advertising

With the People,Not For the People

A Fundamental Shift

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Current Tension

Old Model:For the People

New Model:With the People

Elites manage institutions to do things “for” the people

Influence has shifted to the people; people using influence to reject established authority

Institutions working with the people;institutional silos dissolved