China

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 25-64

College educated

In top 25% of household income per age group in each country

Report 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

All 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

3

Global State of Trust1

2016: The

Inversion of

Influence

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.

Influence& Authority

Influence

Authority

MassPopulation

85%of population

48 Trust Index

15%of population

60 Trust IndexInformed

Public

12 point

trust gap

5

The Inversion of Influence in Action

Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General

Population Respondents, Nov. 28 to Dec. 11, 2016

Trump Voters

Clinton Voters

Trust Barometer Supplement: UK Supplement, 1,150 General Population

Respondents, December 23, 2016 to January, 7 2017

Remainin the EU

Leavethe EU

Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears

were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.

Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure

were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.

67% are fearful

45% are fearful

54% are fearful

27% are fearful

Trust Index

A World of Distrust

Average trust in institutions,

General Population, 2016 vs. 2017

6

47 Global

72 India

69 Indonesia

67 China

60 Singapore

60 UAE

53 Netherlands

52 Mexico

52 U.S.

50 Colombia

49 Canada

48 Brazil

48 Italy

48 Malaysia

45 Argentina

44 Hong Kong

44 Spain

43 Turkey

42 Australia

42 S. Africa

41 Germany

40 France

40 U.K.

38 S. Korea

37 Sweden

36 Ireland

35 Japan

35 Poland

34 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 Trust

Index is an average of a country's trust in the institutions

of 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

-6

Five Year Trend (2012 – 2017)

7

71 7170

75

79

76

73

71

68

64

73

65

62

67

64

58

70

67

69

73

67

54

71

61

50

55

60

65

70

75

80

2012 2013 2014 2015 2016 2017

Government

Media

Business

NGOs

Percent trust in the four institutions of government,

business, media and NGOs, 2012-2017

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) General Population,

China.

8

Footer

Trust in Government

Distrusted in 75% of countries

Trust in Government in China Remains Highest Globally

Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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) General Population, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K. 9

Percent trust in government, and change from 2016 to 2017

Declines in 14 countries

50%

41

47

15

2024 24 25 25

2831 32 32 33

36 37 37 37 3840

43 44 4547

51 51

6971

75 75 76

Glo

ba

l 2

8

GD

P 5

S. A

fric

a

Po

land

Bra

zil

Me

xic

o

Fra

nce

Sp

ain

S. K

ore

a

Ita

ly

Co

lom

bia

Ire

land

Arg

en

tin

a

U.K

.

Au

str

alia

Ja

pa

n

Ma

laysia

Ge

rma

ny

Ho

ng

Ko

ng

Ca

na

da

Ru

ssia

Sw

eden

U.S

.

Ne

the

rla

nd

s

Turk

ey

Sin

ga

po

re

Indonesia

India

UA

E

Ch

ina

0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1

Y-to-Y Change+−

NeutralDistrust Trust

General

Population

Public Mandate for Government to Play a Larger Role

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) General Population, China, question asked of one-fifth of the sample.

10

93% agree that the pharmaceutical industry needs more regulations

79%agree that policy makers should tax foods that negatively impact health

Regulation Tax Policy

11

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Trust in Media

43 43

2529

31 31 32 32 32 33 33

39 40 4042 42 42

44 44 45 4547 47 48 48

54 54

65 66 67

Glo

ba

l 2

8

GD

P 5

Turk

ey

Ire

land

Po

land

Ru

ssia

Au

str

alia

Ja

pa

n

U.K

.

Fra

nce

Sw

ede

n

S. A

fric

a

Arg

en

tin

a

S. K

ore

a

Ge

rma

ny

Ho

ng

Ko

ng

Ma

laysia

Sp

ain

UA

E

Ca

na

da

Co

lom

bia

Me

xic

o

U.S

.

Bra

zil

Ita

ly

Ne

the

rla

nd

s

Sin

ga

po

re

Ch

ina

India

Indo

ne

sia

Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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) General Population, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K. 12

Distrusted in 82% of countries

50%

All-time low in 17 countries

-5 -11 +3 +4+2 -8-6-1-2-60-10-10-15-5-3-6 -13 -3 -2 -5-10 -6 -4 +2-10 -3 -7-5 -5

Y-to-Y Change+−

NeutralDistrust TrustTrust in Media

Percent trust in media, and change from 2016 to 2017

13

The Echo Chamber in Action

Bias is the filter

53%

Do not regularly listen to

people or organizations

with whom they often

disagree

Nearly

4x more likely

to ignore information that supports a position

they do not believe in

53%52% Never or rarely change their position on important social issues

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.

Quality Content Matters

14

82% Company’s

social media

18% Advertising

2012 2016 2017 Change

(2012-2017)

Traditional Media 77 76 76 -1

Online only Media** 73 72 66 -7

Search Engines* 75 75 66 -9

Social Media 69 69 58 -11

Owned Media 64 64 54 -10

Media as an Institution 73 73 65 -8

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), question asked of half the sample. 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. Choices shown to half the sample. General Population, China.

*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

15

Trust in Business

Global Business on Brink of Distrust

Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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) General Population, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K. 16

Percent trust in business, and change from 2016 to 2017

Distrusted in 13 countries

50%52 51

2934

39 40 41 41 43 43 45 45 46 46 48 50 5055 56 56 58 58 60 61

64 6467 67

74 76

Glo

ba

l 2

8

GD

P 5

S. K

ore

a

Ho

ng

Ko

ng

Russia

Po

land

Ire

land

Ja

pa

n

Ge

rma

ny

Turk

ey

Arg

en

tin

a

U.K

.

Sp

ain

Sw

ede

n

Au

str

alia

Fra

nce

Ca

na

da

Ita

ly

Ma

laysia

S. A

fric

a

Sin

ga

po

re

U.S

.

Ne

the

rla

nd

s

Bra

zil

Co

lom

bia

UA

E

Ch

ina

Me

xic

o

India

Indonesia

-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1

Declines in 18 countries

Y-to-Y Change+−

NeutralDistrust Trust

Trust by Industry

17

64

71

74

76

77

77

77

78

80

80

81

82

82

83

88

Entertainment

Food and Beverage

Health Care

Fashion

Telecommunications

Retail

Financial Services

Consumer Packaged Goods

Education

Automotive

Professional Services

Transportation

Energy

Manufacturing

Technology

Source: 2017 Edelman Trust Barometer. Q45-429. 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) General

Population, China.

Percent who trust each industry

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), question asked of half the sample. General Population, 28-country global total and in China.

18

Less Than Half Rated CEOs as Extremely/Very Credible

CEOs

44% Credible

CEOs

37% Credible

Percent who rate each spokesperson as very/extremely credible

3032 32

34

43

48 48

55 5660 61 61

64 6468 68 68

Me

xic

o

Bra

zil

India

Ch

ina

S. K

ore

a

Ita

ly

Spa

in

U.S

.

Fra

nce

Ja

pa

n

Ne

the

rla

nd

s

U.K

.

Au

str

alia

Ge

rma

ny

Ca

na

da

Sw

ede

n

Sw

itze

rlan

d

Companies Headquartered in Developing Markets

Still Less Trusted

Source: 2017 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total, countries shown to half the sample.

19

Trust in companies headquartered in each country, and change from 2013 to 2017

+1+4+7 +11-2 +8 0 +1n/a +6+7+5-3+3+2+2+45-Year

Trend

NeutralDistrust Trust

5-Year Trend+−

20

Technological

innovations

happening too quickly

and leading to

changes not good for

people like me

Protect our jobs from

foreign competition

Foreign companies/

influence damaging our

economy/ national culture

Foreign corporations

favor their home country

Most countries cannot be

trusted to engage in fair

trade practices

Widespread corruption:

Compromising the safety

of our citizens

Makes it difficult to

institute the changes

necessary to solve our

problems

Corruption Globalization Pace of Innovation

30%

Fearful

40%

Fearful

19%

Fearful

22%

Fearful

18%

Fearful

27%

Fearful

A Role Beyond Business

Source: 2017 Edelman Trust Barometer. Corruption Q686-687, Globalization Q681-684, Pace of innovation Q677. General Population, 28-country global total and in

China. For details on how the societal fears were measured, please refer to the Technical Appendix.

Percent of respondents who are fearful regarding each issue

21

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3 Driving Trust in Business

26%

34%

47%

55%

Sold shares

Shared negative opinions online

Criticized companies

Refused to buy products/services

Trust Matters

Source: 2017 Edelman Trust Barometer. Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust/do not trust? (Yes Summary) General

Population, China, question asked of half the sample.

Percent who engage in each behavior based on trust

Behaviors for Distrusted Companies

75% agree

“A company can take specific actions that both increase profits and improve the

economic and social conditions in the community where it operates.”

There is an Opportunity for Business to Lead

Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree), question

asked of half the sample. General Population, China.

Top Importance trust drivers in China

56%

54%

52%

52%

51%

51%

Treats employees

well

Has ethical

business practices

Listens to customers’ needs

and feedback

Offers high quality product

and services

Places customers

ahead of profits

Important Drivers of Trust

Works to protect and

improve the environment

Trust-Building Attributes

Source: 2017 Edelman Trust Barometer. Q80-639. How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute 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, Importance) General Population, China.

Less Important Drivers of Trust

43%

41%

39%

Delivers consistent

financial returns to

investors

Ranks on a global list of top

companies, such as best to

work for or most admired

Creating many new jobs

Partnerships/

programs to address

societal issues

Business practices/

crisis handlingFinancial earnings &

operational

performance

Employees and Activist Consumers Are Also Trusted

in Many Situations

Source: 2017 Edelman Trust Barometer. Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational

performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee

programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613. A company’s partnerships

with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development?

Q615. A company’s stand on issues related to the industry in which it operates? General Population, China, question asked of one-quarter of the sample.25

Most trusted spokesperson to communicate each topic

Innovation effortsTreatment of

employees/customersViews on

industry issues

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

24

19

3129 29

2624

28 28

38

34

30

51

43

3331 32 31

4239

3734

32

38

1215

12

17

13 13

68

1411

1417

1

6358

48 4744

41 41 39 37

Te

chn

ical

expe

rt

A p

ers

on lik

eyo

urs

elf

NG

Ore

pre

se

nta

tive

Acad

em

ice

xpe

rt

CE

O

Em

plo

ye

e

Gove

rnm

en

to

ffic

ial/

reg

ula

tor

Boa

rd o

fd

ire

cto

rs

Fin

ancia

lin

du

str

ya

na

lyst

Leverage Technical Experts

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), question asked of half the sample. General

Population, China. 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. Choices shown to half the sample. General Population, 28-country global total and in

China.

26

Percent who rate each spokesperson as extremely/very credible,

and change from 2016 to 2017

-6 -8 -9 -13 -13 -4 -5 -15 -7

Y-to-Y Change+−

36% Personal

experience

64% Data

51% Personal experience

49% Data

27

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4 A New Model for Earning Trust

A New Model for Earning Trust

Engage with

employees and diverse

stakeholders – both

experts and grassroots

Build operations

and policies that

make your

purpose a reality

Define your purpose

in society and put it

at the core of your

business

Craft your story for

today’s earned omni-

channel media

environment

Panel

Discussion