1 Edelman, All rights reserved. EDELMAN TRUST BAROMETER APAC RESULTS

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1 1 Edelman, All rights reserved EDELMAN TRUST BAROMETER APAC RESULTS

2 2012 Edelman Trust Barometer Asia Pacific Findings METHODOLOGY OVERVIEW Twelfth annual study GENERAL PUBLIC INFORMED PUBLIC INFORMED PUBLIC Online survey in 25 countries 30,000+ respondents 1,000 general population respondents per country Ages 18+ Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages (Trending data among Ages 35-64) 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 Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** APAC Indicates Global Data Indicates Asia Pacific Region Data * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year s study 2 Edelman, All rights reserved.

3 Edelman Trust Barometer in retrospect 2011 Rise of authority figures 2010 Trust is now an essential line of business Business must partner with government to regain trust Young influencers have more trust in business Business more trusted than government and media A person like me emerges as credible spokesperson Trust shifts from authorities to peers U.S. companies in Europe suffer trust discount Earned media more credible than advertising Fall of the celebrity CEO Rising Influence of NGOs 3 Edelman, All rights reserved.

4 4 Edelman, All rights reserved.

5 Nearly twice as many countries are now skeptics, including South Korea & Japan; Though four Asia Pacific markets considered Trusters in GLOBAL 55 Brazil 80 UAE 78 Indonesia 74 China 73 Netherlands 73 Mexico 69 Singapore 67 Argentina 62 India 56 Italy 56 Canada 55 South Korea 53 Sweden 52 Japan 51 Australia 51 Spain 51 France 50 Poland 49 Germany 44 U.S. 42 U.K. 40 Russia 40 Ireland 39 > > > < < < GLOBAL 51 China 76 UAE 68 Singapore 67 India 65 Indonesia 63 Mexico 63 Netherlands 61 Canada 58 Italy 56 Argentina 54 Australia 53 Brazil 51 Sweden 49 U.S. 49 South Korea 44 Poland 44 U.K. 41 Ireland 41 France 40 Germany 39 Spain 37 Japan 34 Russia 32 TRUSTERS NEUTRAL DISTRUSTERS Composite score is an average of a country s trust in all four institutions. Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries 5 Edelman, All rights reserved.

6 The Fragility of Trust: Focus on Japan 2011 Informed Public 2012 Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS AGES TRUST IN INDUSTRIES Business Media NGOs Government Energy 29% 75% % 47% 48% 36% 51% 30% 51% 25% Media 33% 54% -21 Financial services 38% 55% -17 Banks 51% 71% -20 CREDIBLE SPOKESPEOPLE 65% % % % % -55 TRUST IN INFORMATION SOURCES 42% 32% % 48% 40% % 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Expert Academic or Expert CEO 6 Edelman, All rights reserved. A Person Like Yourself NGO Represent. Regular Employee Financial/ Industry Analyst Government Official Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q [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, Credible: Very + Extremely Credible); Q [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages in Japan

7 The Fragility of Trust: Focus on South Korea 2011 Informed Public 2012 Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS AGES TRUST IN INDUSTRIES Business Media NGOs Government Consumer packaged goods 35% % 46% 31% 53% 45% 62% 67% 33% Telecommunications 39% % Financial services 39% % CREDIBLE SPOKESPEOPLE Banks 40% 64% % % Technical Expert 59% 54% A Person Like Yourself % 47% Academic or Expert 68% % NGO Represent. 71% % Financial/ Industry Analyst 63% -34 CEO 29% 59% % Regular Employee % Government Official TRUST IN INFORMATION SOURCES -11 Newspaper -8 Social Networking sites -9 Corporate Communications -8 Corporate Advertising Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q [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, Credible: Very + Extremely Credible); Q [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages in South Korea 7 Edelman, All rights reserved.

8 Globally, trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 2012 Informed Public 2012 General Public 52% 43% 38% 56% 53% 47% Government Business 49% 52% 46% 61% 58% Media NGOs Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) AND General Population in 25 country global total 8 Edelman, All rights reserved.

9 In Asia Pacific, government the only institution to suffer decreased trust TRUST IN INSTITUTIONS ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 2012 General Public 64% 54% 44% 61% 62% 51% Government Business 61% 63% 62% 64% 53% 52% Media NGOs APAC Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) General Population AND Informed Publics ages in the Asia Pacific Region (excludes Hong Kong and Malaysia) 9 Edelman, All rights reserved.

10 Globally, NGOs and business fall to 2009 trust level government record decline TRUST IN INSTITUTIONS 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 60% 40% 52% 52% 44% 40% 53% 54% 49% 51% 48% 46% 43% 44% 59% 57% 53% 53% 46% 49% 45% 46% 54% 47% 47% BUSINESS 38% GOVERNMENT 30% 20% Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE) 10 Edelman, All rights reserved.

11 Asia Pacific trust in government declines significantly since 2011 TRUST IN INSTITUTIONS ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) % 62% 61% 62% 63% 61% 64% 54% NGOs Business Media Government APAC Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in the Asia Pacific region (excludes Hong Kong and Malaysia) 11 Edelman, All rights reserved.

12 Several mature economies see double-digit drops in business trust; Trust in business increases in China and decreases in South Korea TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 64% 63% 61% 62% 63% 56% 56% 57% 57% 54% 54% 53% 52% 53% 52% 53% 48% 46% 46% 46% 46% 44% 43% 44% 47% 41% 41% 38% 34% 31% 32% 28% 65% 47% N/A N/A Q [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 12 Edelman, All rights reserved.

13 Asia Pacific more trusting of nearly all industries than their global peers; Banks are third most trusted in APAC, but second from bottom globally TRUST IN INDUSTRIES GLOBAL AND ASIA PACIFIC REGION APAC Technology 80% Technology 79% #1 85%* Telecommunications 2009: 58% Automotive Food and beverage 67% 67% 64% Automotive Food and beverage Consumer packaged goods 66% 64% 62% #2 76%* 67%* 66%* Pharmaceuticals 61% Telecommunications 60% 69%* Energy 60% Brewing and spirits 59% 57% Consumer packaged goods 57% Pharmaceuticals 56% 67%* Brewing and spirits 57% Energy 53% 65%* Media 52% Media 51% Banks Banks 47% Financial services 48% Financial services 45% 2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 #3 62%* 70%* 63%* *Significant difference at the 95% confidence level vs global Q [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages in 18 country global total 13 Edelman, All rights reserved.

14 Top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted TRUST IN INDUSTRIES ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) Technology 87% Technology 85% Telecommunications 78% Automotive 77% Automotive 77% Telecommunications 68% Banks 75% Banks 68% Pharmaceuticals 72% Pharmaceuticals 66% Energy 68% Food and beverage 66% Food and beverage 66% Consumer packaged goods 66% Financial services 66% Energy 65% Media 64% Media 63% Consumer packaged goods 59% Financial services 62% Brewing and spirits 54% Brewing and spirits 59% APAC Q [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages in Asia Pacific (excludes Hong Kong and Malaysia) 14 Edelman, All rights reserved.

15 Technology the most trusted industry across key Asia Pacific markets, while trust in banks and financial services varies 2012 TRUST IN INDUSTRIES Technology Media Automotive Banks Telecommunications Consumer packaged goods Energy Financial services Brewing and spirits Pharmaceuticals Food and beverage CHINA 91% 82% 81% 78% 78% 76% 76% 76% 70% 65% 59% INDIA Technology 92% Banks 90% Automotive 88% Telecommunications 80% Energy 78% Consumer packaged goods 76% Pharmaceuticals 75% Food and beverage 73% Media 70% Financial services 68% Brewing and spirits 58% JAPAN SOUTH KOREA Technology Automotive Food and beverage Pharmaceuticals Brewing and spirits Telecommunications Consumer packaged goods Banks Financial services Media Energy 38% 33% 29% 74% 74% 62% 61% 60% 58% 56% 51% Technology Automotive Energy Food and beverage Brewing and spirits Pharmaceuticals Media Banks Financial services Telecommunications Consumer packaged goods 45% 44% 44% 42% 40% 39% 39% 35% 59% 66% 78% Q [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages in China, India, Japan and South Korea 15 Edelman, All rights reserved.

16 Dramatic fall for banks in Japan and S. Korea; now at low levels seen in West TRUST IN BANKS US UK/France/Germany China India S. Korea Japan 100% 90% 83% 84% 85% 88% 90% 80% 70% 60% 40% 30% 77% 72% 75% 69% 68% 64% 67% 58% 59% 39% 41% 81% 52% 51% 36% 83% 76% 51% 29% 87% 68% 55% 29% 82% 49% 38% 35% 20% 10% 27% 22% 24% 21% 0% Q [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages in the U.S., UK/France/Germany, China, India, Japan and South Korea 16 Edelman, All rights reserved.

17 Trust in technology remains high in all markets TRUST IN TECHNOLOGY U.S. UK/France/Germany China India S. Korea Japan 100% 90% 80% 70% 60% 91% 93% 87% 90% 86% 80% 78% 78% 78% 76% 76% 77% 75% 73% 66% 67% 66% 89% 88% 83% 80% 78% 76% 95% 93% 83% 79% 74% 93% 93% 81% 78% 73% 67% 40% 30% 20% 10% 0% Q [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed publics ages in the U.S., UK/France/Germany, China, India, Japan and South Korea 17 Edelman, All rights reserved.

18 Majority of countries now distrust government; trust declines significantly in China, South Korea, Indonesia and Japan TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 73% 78% 75% 75% 56% 52% 53% 52% 43% 44% 43% 40% 35% 33% 33% 20% 64% 62% 52% 47% 43% 42% 38% 35% 39% 26% 45% 42% 31% 28% 61% 62% 54% 51% 49% 43% 40% 36% 33% 31% 25% 20% 32% 62% 49% N/A N/A Q [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 18 Edelman, All rights reserved.

19 Media only institution to see trust rise, driven in part by increases in India and Australia TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 70% 52% 49% 45% 65% 57% 59% 54% 45% 43% 45% 42% 46% 46% 37% 37% 38% 37% 32% 67% 65% 53% 48% 45% 41% 38% 37% 35% 33% 72% 73% 69% 61% 60% 61% 61% 53% 49% 48% 45% 36% 65% 47% 27% 22% N/A N/A Q [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 19 Edelman, All rights reserved.

20 Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE ASIA PACIFIC REGION Ten or more times (10+), 14% Once (1), 2% Twice (2), 12% Six to Nine times (6-9), 7% Three times (3), 36% Four or Five times (4-5), 28% Three to Five times 64% Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes Don t Know responses) Informed publics ages in Asia Pacific Region APAC 20 Edelman, All rights reserved.

21 Diversification of Media TRUST IN INFORMATION SOURCES ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 33% 32% 22% + 27% 28% + 89% 17% 18% 18% 9% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages in Asia Pacific Region (excludes Hong Kong and Malaysia) 21 Edelman, All rights reserved.

22 Japanese trust drops across all information sources, while trust in social media increases in China and India TRUST IN INFORMATION SOURCES (TRUST A GREAT DEAL) CHINA INDIA 2011 Informed Public 2012 Informed Public 45% % % 29% % 43% 21% 18% 2% 5% 46% 45% % 29% 31% 19% Traditional Online Multiple Sources Social Media Corporate Corporate Traditional Online Multiple Sources Social Media Corporate JAPAN SOUTH KOREA 33% % 19% 11% % 2% 22% 7% 22% 19% 19% 16% 14% 11% 17% 8% Traditional Online Multiple Sources Social Media Corporate Traditional Online Multiple Sources Social Media Corporate Q [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages in China, India, Japan, and South Korea 22 Edelman, All rights reserved.

23 NGOs still most trusted institution, despite some drops; China was the only country where trust increased TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 75% 74% 72% 72% 70% 70% 67% 67% 65% 65% 63% 64% 64% 66% 66% 61% 61% 62% 60% 58% 58% 58% 55% 56% 54% 53% 55% 53% 51% 78% 60% 55% 53% 51% 48% 72% 66% 59% 53% 51% 80% 49% 70% 68% 41% 42% 28% 30% N/A N/A Q [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 23 Edelman, All rights reserved.

24 Trust in NGOs surges over time in China and India TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) U.S. UK/France/Germany China India 80% 79% 70% 68% 60% 48% 48% 52% 54% 40% 30% 36% 31% Q [Non-governmental organizations TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in U.S., UK/France/Germany, India and China 24 Edelman, All rights reserved.

25 Trust in NGOs surges over time in China, India and South Korea; Steep trust decrease in Japan since 2011 TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) U.S. UK/France/Germany China India South Korea Japan 80% 79% 70% 72% 68% 60% 52% 48% 48% 54% 40% 42% 39% 30% 36% 31% 28% 20% Q [Non-governmental organizations TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in the U.S., UK/France/Germany, China, India, South Korea, and Japan. 25 Edelman, All rights reserved.

26 Trust in NGOs surges over time in South Korea, but drops significantly in Japan from 2011 to 2012 TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) South Korea Japan 80% 70% 72% 60% 42% 40% 39% 30% 28% 20% Q [Non-governmental organizations TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in South Korea and Japan 26 Edelman, All rights reserved.

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28 Business and government trust tends to move in sync since 2007 in India, Japan and South Korea; In China, trust nearly converges this year TRUST IN BUSINESS AND GOVERNMENT Business 100% Government Japan 100% India 80% 60% 40% 20% 43% 31% 66% 41% 53% 52% 63% 61% 54% 45% 45% 43% 57% 53% 47% 28% 80% 60% 40% 20% 67% 41% 74% 49% 65% 67% 43% 43% 70% 45% 69% 52% 0% % % South Korea 100% China 80% 60% 40% 20% 46% 46% 43% 40% 29% 26% 45% 38% 48% 47% 43% 43% 34% 31% 80% 60% 40% 20% 67% 63% 35% 83% 78% 79% 67% 56% 54% 80% 71% 77% 72% 75% 66% 66% 38% 0% % Q [Business in General and Government in general TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics ages in Japan, India, South Korea and China 28 Edelman, All rights reserved.

29 Asia Pacific more likely than global peers to view CEOs and government officials as credible spokespeople CREDIBLE SPOKESPEOPLE GLOBAL AND ASIA PACIFIC REGION APAC Academic or expert 70% Academic or expert 68% #2 63%* Technical expert in the company 64% Technical expert in the company 66% #1 65% Financial or industry analyst 53% A person like yourself 65% #3 60%* CEO Regular employee 41%* NGO representative 47% NGO representative 49% A person like yourself 43% Financial or industry analyst 46% 46% Government official or regulator 43% CEO 38% 46%* Regular employee 34% Government official or regulator 29% 33%* *Significant difference at the 95% confidence level vs global Q [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, Credible: Very + Extremely Credible) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region 29 Edelman, All rights reserved.

30 Credibility of person like me surges over the past year in Asia Pacific; Government official falls to the bottom in 2012 CREDIBLE SPOKESPEOPLE ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) Academic or expert 68% Technical expert in the company 64% Technical expert in the company 61% Academic or expert 61% - 7 CEO 58% A person like yourself 60% + 23 Financial or industry analyst 51% NGO representative 47% + 4 Government official or regulator 47% CEO 46% - 12 NGO representative 43% Financial or industry analyst 44% - 7 A person like yourself 37% Regular employee 41% + 8 Regular employee 33% Government official or regulator 31% - 16 APAC Q [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, Credible: Very + Extremely Credible) Informed Publics ages in Asia Pacific Region (excludes Hong Kong and Malaysia) 30 Edelman, All rights reserved.

31 Spokesperson credibility varies by country; Person like me among the most credible spokespeople in China and South Korea 2012 CREDIBLE SPOKESPEOPLE CHINA INDIA A person like yourself 71% Academic or expert 80% Technical expert in the company 67% Technical expert in the company 74% NGO representative 61% A person like yourself 69% Academic or expert 60% CEO 68% CEO 53% Financial or industry analyst 68% Regular employee Regular employee 59% Financial or industry analyst 40% NGO representative Government official or regulator 37% Government official or regulator 44% Technical expert in the company JAPAN 42% Technical expert in the company SOUTH KOREA 63% Academic or expert 32% A person like yourself 54% CEO 24% Academic or expert 47% A person like yourself 22% Financial or industry analyst 43% NGO representative 18% NGO representative 43% Regular employee Financial or industry analyst Government official or regulator 16% 14% 8% CEO Regular employee Government official or regulator 16% 29% 28% Q [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, Credible: Very + Extremely Credible) Informed Publics ages in China, India, Japan, and South Korea 31 Edelman, All rights reserved.

32 CEO credibility returns to low of 2009 in South Korea and drops even further in Japan CEO CREDIBILITY U.S. UK/France/Germany China India South Korea Japan 100% 90% 83% 80% 70% 60% 40% 30% 20% 10% 60% 37% 37% 34% 22% 18% 66% 44% 41% 32% 23% 23% 60% 46% 44% 33% 17% 17% 68% 59% 53% 56% 46% 51% 49% 35% 26% 34% 26% 63% 45% 28% 27% 22% 21% 0% Q [A CEO of a company 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, Credible: Very + Extremely Credible) Informed Publics ages in the U.S., UK/France/Germany, China, India, Japan and South Korea 32 Edelman, All rights reserved.

33 Asia Pacific markets are more likely than other regions to trust both business and government leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 46% 44% 48% 42% 36% 40% 53% 38% 51% 47% 46% 46% 46% 34% 36% 34% 43% 43% 41% 40% 36% 34% 27% 23% 13% 21% 10% 10% 14% 26% 11% 30% 28% 29% 24% 24% 17% 17% 14% 15% 9% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 33 Edelman, All rights reserved.

34 Globally, business not meeting public s expectations GLOBAL Business Importance Company Performance LISTENS TO CUSTOMER NEEDS AND FEEDBACK OFFERS HIGH QUALITY PRODUCTS OR SERVICES TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS HAS ETHICAL BUSINESS PRACTICES HAS TRANSPARENT AND OPEN BUSINESS PRACTICES COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES 19% 23% 27% 26% 27% 26% 26% 28% 29% 30% 29% 32% 31% % % 38% 41% 39% 41% 48% % % % % % 60% % 62% 64% 67% 67% Closing the gap on expectations Q 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) General Population in 25 country global total (excludes Don t Know responses);q Please rate [INSERT COMPANY] 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 Very/ Extremely Well) General Population in 25 country global total 34 Edelman, All rights reserved.

35 Business also not meeting public s expectations in Asia Pacific ASIA PACIFIC REGION LISTENS TO CUSTOMER NEEDS AND FEEDBACK 63% Business 35% -28 Importance Company OFFERS HIGH QUALITY PRODUCTS OR SERVICES 63% Performance 43% -20 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS TREATS EMPLOYEES WELL HAS ETHICAL BUSINESS PRACTICES HAS TRANSPARENT AND OPEN BUSINESS PRACTICES PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES Q 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) General Population in the Asia Pacific Region (excludes Don t Know responses);q Please rate [INSERT COMPANY] 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 Very/ Extremely Well) General Population in the Asia Pacific Region 20% 26% 24% 27% 27% 26% 27% 26% 28% 28% 30% 31% 33% 36% 36% 38% 40% 43% 42% 47% 49% 52% 56% 59% 59% 59% 58% 61% Gap Closing the gap on expectations APAC 35 Edelman, All rights reserved.

36 Government not meeting public s expectations GLOBAL Government Importance Government Performance LISTENS TO CITIZENS' NEEDS AND FEEDBACK 17% % HAS TRANSPARENT AND OPEN PRACTICES EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY COMMUNICATES FREQUENTLY AND HONESTLY 16% 16% 19% % 65% 65% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 18% % PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES 18% % CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES 16% % PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES 14% 41% -27 Q How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box, Very/Extremely Important) General Population in 25 country global total; Q Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box, Performing Very/Extremely Well) General Population in 25 country global total 36 Edelman, All rights reserved.

37 And government not meeting public s expectations in Asia Pacific ASIA PACIFIC REGION Government Importance Government Performance Gap LISTENS TO CITIZENS' NEEDS AND FEEDBACK 19% 64% -45 HAS TRANSPARENT AND OPEN PRACTICES 18% 64% -46 COMMUNICATES FREQUENTLY AND HONESTLY 18% 62% -44 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY 22% 59% -37 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 20% 56% -36 PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES 20% 51% -31 CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES 18% 51% -33 PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES 16% 41% -25 Q How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box, Very/Extremely Important) General Population in Asia Pacific Region; Q Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box, Performing Very/Extremely Well) General Population in Asia Pacific Region APAC 37 Edelman, All rights reserved.

38 Despite lack of trust in government, calls for increased regulations especially in China, Hong Kong and Malaysia % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 49% 51% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected not enough ) Informed Publics ages in 25 country global total and across 25 countries 38 Edelman, All rights reserved.

39 Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: GLOBAL APAC 31% PROTECT CONSUMERS from irresponsible business practices 30% Business can address on its own 25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25% 19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 20% 16% 4% 4% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis Government SHOULD NOT PLAY A ROLE in business 18% 4% 2% Perceived drivers of irresponsible behavior: Poor management (Global - 29%, APAC 27%) Unethical business practices (Global - 28%, APAC - 31%) Shortcuts that lead to poor quality (Global - 21%, APAC -23%) Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of the following is the most important role that government should play in business? Informed Publics ages in 25 country global total and Asia Pacific region 39 Edelman, All rights reserved.

40 40 Edelman, All rights reserved.

41 BUSINESS CAN EARN LICENSE TO LEAD Business has flexibility and speed Low trust in business and CEOs Business leaders more trusted than government leaders business has advantage in 24 out of 25 markets 2011 Dwindling trust in government policy paralysis THE DYNAMIC OF TRUST BETWEEN BUSINESS & GOVERNMENT Government responds Call for increased regulation protection from irresponsible behavior sought 41 Edelman, All rights reserved.

42 Business: from license to operate to license to lead GLOBAL Stakeholder Operational CURRENT TRUST 47% TRUST BUSINESS 1) Delivers consistent financial returns 2) Innovator of new products 3) Highly regarded, top leadership 3) Ranks on a global list 5) Partners with third parties CURRENT TRUST DRIVEN BY OPERATIONAL ATTRIBUTES SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST BUILDING FUTURE TRUST 1) Listens to customer needs and feedback 1) High quality products or services 3) Treats employees well 4) Places customers ahead of profits 4) Takes actions to address issue or crisis 6) Has ethical business practices 7) Has transparent and open business 8) Communicates frequently and honestly 9) Works to protect/ improve environment 10) Addresses society's needs 11) Positively impacts the local community 12) Innovator of new products 13) Highly regarded, top leadership 14) Delivers consistent financial returns 15) Ranks on a global list 16) Partners with third parties Q [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) General Population in 25 country global total; Q 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) General Population in 25 country global total (excludes Don t Know responses) * Current Trust results based on regression analysis of general population in 25 country global total 42 Edelman, All rights reserved.

43 Business: from license to operate to license to lead ASIA PACIFIC REGION Stakeholder Operational CURRENT TRUST 51% TRUST BUSINESS 1) Delivers consistent financial returns 2) Innovator of new products 3) Ranks on a global list 4) Highly regarded, top leadership 5) Partners with third parties CURRENT TRUST DRIVEN BY OPERATIONAL ATTRIBUTES SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST BUILDING FUTURE TRUST 1) High quality products or services 1) Listens to customer needs and feedback 3) Takes actions to address issue or crisis 4) Treats employees well 4) Has ethical business practices 4) Has transparent and open business 7) Places customers ahead of profits 8) Communicates frequently and honestly 9) Works to protect/improve environment 10) Addresses society's needs 11) Positively impacts the local community 12) Innovator of new products 13) Delivers consistent financial returns 14) Highly regarded, top leadership 15) Ranks on a global list 16) Partners with third parties Q [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) General Population in the Asia Pacific Region; Q 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) General Population in the Asia Pacific Region (excludes Don t Know responses) * Current Trust results based on regression analysis of the general population APAC 43 Edelman, All rights reserved.

44 Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business 44 Edelman, All rights reserved.

45 45 Edelman, All rights reserved.