EDELMAN TRUST BAROMETER PRESENTATION TO LA TROBE ASIA

Transcription

1 2014 EDELMAN TRUST BAROMETER PRESENTATION TO LA TROBE ASIA

2 EDELMAN'S 14TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST ONLINE SURVEY IN 27 COUNTRIES 33,000+ respondents 6 years in 20+ markets 9 years in 10+ markets GENERAL POPULATION 1000 respondents per country surveyed Ages years of data INFORMED PUBLICS 500 respondents in U.S. and China & 200 in other countries Ages 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 14 years of data 2

3 EDELMAN TRUST BAROMETER IN RETROSPECT BUSINESS TO LEAD THE DEBATE FOR CHANGE 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS 2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST 2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS 2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA 2006 A PERSON LIKE ME EMERGES AS CREDIBLE SPOKESPERSON 2005 TRUST SHIFTS FROM AUTHORITIES TO PEERS 2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT 2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING 2002 FALL OF THE CELEBRITY CEO 2001 RISING INFLUENCE OF NGOS

4 ONE The State of Trust

5 TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS #1 22% 23% #2 17% 16% BUSINESS MEDIA 57% #3 52% 17% 16% 48% 44% #4 16% 15% GOVERNMENT 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20- country global total.

6 THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO TRUSTERS NEUTRAL DISTRUSTERS GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 U.K. 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36 Trust Index is an average of a country s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). GLOBAL 54 UAE 79 China 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Mexico 59 Hong Kong 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 Sweden 51 S. Korea 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Spain 39 Ireland 39 Russia 37 Poland 35 BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.

7 SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC TRUSTERS NEUTRAL DISTRUSTERS GLOBAL 56 UAE 79 China 79 Singapore 73 Indonesia 72 India 69 Malaysia 65 Canada 60 Netherlands 60 Mexico 59 Hong Kong 59 Australia 58 Brazil 57 Germany 57 Argentina 53 U.K. 52 Sweden 51 S. Korea 51 S. Africa 50 U.S. 49 France 46 Japan 44 Italy 43 Turkey 41 Spain 39 Ireland 39 Russia 37 Poland 35 GLOBAL 47 China 67 UAE 64 Singapore 64 Indonesia 62 India 61 Malaysia 57 Canada 54 Mexico 53 Netherlands 51 Hong Kong 50 Brazil 49 Argentina 49 Australia 44 Germany 44 S. Korea 43 U.K. 42 S. Africa 42 U.S. 42 Italy 41 Japan 40 Turkey 39 Sweden 38 Spain 36 Ireland 35 France 33 Poland 32 Russia 31 GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS: UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) Trust Index is an average of a country s trust in the four institutions of government, business, media and NGOs. 27-country global total.

8 TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST LEVEL TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS % 64% 66% 51% 73% 57% NGOs most trusted institution in 20 of the 27 countries surveyed in 2014 HIGHER TRUST IN 17 COUNTRIES 76% 76% 75% 70% 69% 70% 69% 67% 66% 67% 67% 66% 64% 64% 61% 55% 62% 59% 59% 84% 81% 58% 56% 76% 77% 75% 76% 46% 47% 40% 41% 37% 37% LOWER/EQUAL TRUST IN 9 COUNTRIES 76% 75% 69% 63% 62% 64% 63% 58% 73% 67% 83% 74% 70% 62% 61% 50% 47% N.A. 8 Q [NON-GOVERNMENTAL ORGANIZATIONS] 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, 20-country global total.

9 ENVIRONMENTAL NGOS RANKED IN TOP TIER OF NGOS TRUST IN NGOS GLOBAL % 64% 63% 59% 56% 46% Disaster Relief and Development Health Environmental Social Justice/Human Rights Labor Faith-Based 9 Q Thinking about different types of non-governmental organizations, please indicate how much you trust each type of NGO 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

10 TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED, DEVELOPING MARKETS SOAR TRUST IN BUSINESS, 2013 VS HIGHER TRUST IN 12 COUNTRIES LOWER/EQUAL TRUST IN 15 COUNTRIES 82% 72% 74% 82% 70% 74% 77% 81% 79% 77% 71% 82% 73% 58% 58% 63% 65% 63% 59% 58% 57% 48% 49% 48% 39% 64% 62% 58% 45% 40% 56% 56% 52% 53% 44% 43% 62% 58% 47% 44% 43% 44% 41% 38% 61% 58% 54% 51% 60% 56% 56% 49% 50% 45% 45% 31% N.A. 10 Q [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 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, 20-country global total.

11 FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST ADVANTAGE EXCEPT IN ASIA; STATE-OWNED LEAST TRUSTED GLOBALLY TRUST IN DIFFERENT TYPES OF BUSINESS BY REGION FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS STATE-OWNED 74% 71% 73% 68% 63% 65% 62% 61% 62% 62% 63% 54% 85% 83% 76% 78% 80% 72% 74% 68% 70% 63% 60% 57% 48% 47% 47% 45% 46% 45% GLOBAL APAC EU NORTH AMERICA LATIN AMERICA 11 Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics, 27-country global total.

12 GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS HIGHER TRUST IN 5 COUNTRIES 78% 77% 81% 79% LOWER/EQUAL TRUST IN 21 COUNTRIES 79% 70% 57% 59% 60% 55% 54% 57% 52% 48% 47% 42% 70% 70% 60% 59% 49% 48% 61% 58% 47% 44% 43% 40% 66% 66% 63% 61% 38% 35% 68% 63% 61% 54% 47% 41% 45% 37% 71% 54% 51% 50% 50% 50% 45% 45% 42% 40% 40% 26% 30% 19% N.A. 12 Q [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 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, 20-country global total.

13 SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS = HISTORIC LOW GLOBAL HISTORIC LOW (2009) = 43% HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 81% 82% 73% 76% 75% 48% 44% 17% 65% 62% 63% 60% 56% 57% 53% 53% 49% 47% 48% 45% 47% 45% 44% 43% 43% 40% 42% 32% 33% 34% 29% 27% 23% 19% 20% 18% 60% 58% 54% 51% 63% 53% 49% 50% 45% 41% 35% 37% 30% 32% 28% 32% 24% 19% 21% N.A. 13 Q [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 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, 20-country global total.

14 HISTORIC GAP BETWEEN BUSINESS AND GOVERNMENT TRUST GLOBAL TRUST IN GOVERNMENT AND BUSINESS SINCE % BUSINESS GOVERNMENT 60% 50% 50% 54% 56% 52% 53% 58% 58% 14 point trust gap between business and government 40% 43% 47% 43% 48% 44% 30% 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'. (4 Box, Trust) Informed Publics in 20-country global total.

15 TWO Building Trust

16 INDUSTRY SECTOR LEADERSHIP/ CEO TRUST 4 KEY FACTORS SHAPE TRUST IN BUSINESS COUNTRY OF ORIGIN (HEADQUARTERS) ENTERPRISE TYPE 16

17 COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT COMPARED TO WESTERN BASED COMPANIES TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST TRUSTED 80% 79% 79% 78% 75% 74% 71% 68% 67% 0% 55% 54% 53% 42% 38% 36% 35% 34% Germany Sweden Switzerland Canada U.K. Japan The Netherlands U.S. France Italy South Korea Spain Brazil Russia China India Mexico 17 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics, 27-country global total.

18 SOME SCEPTICISM IN AUSTRALIA AUSTRALIA TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST TRUSTED 82% 81% 79% 79% 74% 74% 68% 62% 61% 50% 46% 42% 29% 26% 25% 22% 20% 18 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics.

19 HIGH SCORE IN CHINA, BUT, CHINA IS A HIGH TRUST NATION CHINA TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST TRUSTED 91% 90% 89% 88% 88% 87% 84% 84% 82% 78% 78% 76% 76% 69% 66% 65% 52% 19 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics

20 MIDDLE OF THE ROAD IN SINGAPORE SINGAPORE TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST TRUSTED 87% 86% 84% 84% 84% 80% 79% 77% 76% 72% 61% 57% 48% 42% 39% 37% 36% 20 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics.

21 HIGH SCORES IN INDONESIA INDONESIA TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES 96% MOST 93% 92% TRUSTED 89% 88% 87% 86% 85% 84% 83% 81% 74% 72% 60% 59% 56% 56% 21 Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Publics.

22 Being American is not an issue in the majority of your markets. Technology versus Energy provides you with a much wider swing.

23 TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL TRUST IN INDUSTRIES, 2009 VS VS TECHNOLOGY 76% TECHNOLOGY 79% +3 AUTOMOTIVE 58% AUTOMOTIVE 70% +12 FOOD AND BEVERAGE 56% FOOD AND BEVERAGE 66% +10 CONSUMER PACKAGED GOODS 54% CONSUMER PACKAGED GOODS 65% +11 ENERGY 55% ENERGY 59% +4 PHARMACEUTICALS 53% PHARMACEUTICALS 59% +6 MEDIA 43% MEDIA 51% +8 BANKS 47% BANKS 51% 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, 20-country global total.

24 THE TOP THREE AND BOTTOM THREE MARKETS FOR TRUST IN FINANCIAL SERVICES, FOOD & BEVERAGE AND ENERGY INDUSTRIES LEVELS OF TRUST IN INDUSTRY TOP THREE & BOTTOM THREE COUNTRIES FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY China 76% India 79% India 81% Indonesia 74% Mexico 76% China 78% India 70% UAE 76% UAE 76% Spain 24% Turkey 43% Germany 36% Ireland 23% Russia 43% Sweden 36% Germany 23% Poland 42% U.K. 31% 24 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

25 THEY CANT USE IT BUT KNOW THEY LIKE TECH IN AUSTRALIA TRUST IN INDUSTRIES, 2013 VS AUSTRALIA TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING BREWING AND SPIRITS FOOD AND BEVERAGE ENTERTAINMENT CONSUMER PACKAGED GOODS AUTOMOTIVE CONSUMER HEALTH COMPANIES PHARMACEUTICALS TELECOMMUNICATIONS FINANCIAL SERVICES BANKS ENERGY CHEMICALS MEDIA % 31% 43% 43% 40% 42% 58% 65% 66% 63% 58% 56% 56% 55% 55% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING BREWING AND SPIRITS FOOD AND BEVERAGE ENTERTAINMENT CONSUMER PACKAGED GOODS AUTOMOTIVE CONSUMER HEALTH COMPANIES PHARMACEUTICALS TELECOMMUNICATIONS FINANCIAL SERVICES BANKS ENERGY CHEMICALS MEDIA % 75% 72% 71% 71% 70% 67% 63% 62% 58% 54% 53% 53% 49% 42% 2013 vs 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.

26 CHINA HIGHEST OF ENERGY TRUST IN ANY MARKET TRUST IN INDUSTRIES, 2013 VS CHINA TECHNOLOGY AUTOMOTIVE ENERGY CONSUMER PACKAGED GOODS BANKS TELECOMMUNICATIONS FINANCIAL SERVICES PHARMACEUTICALS CHEMICALS MEDIA BREWING AND SPIRITS CONSUMER HEALTH COMPANIES FOOD AND BEVERAGE ENTERTAINMENT % 88% 85% 84% 82% 80% 79% 78% 75% 78% 76% 73% 69% 71% 73% TECHNOLOGY AUTOMOTIVE ENERGY CONSUMER PACKAGED GOODS BANKS TELECOMMUNICATIONS FINANCIAL SERVICES PHARMACEUTICALS CHEMICALS MEDIA BREWING AND SPIRITS CONSUMER HEALTH COMPANIES FOOD AND BEVERAGE ENTERTAINMENT % 89% 87% 86% 85% 85% 82% 82% 82% 80% 78% 78% 77% 76% 74% 2013 vs 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, 20-country global total.

27 ENERGY RELATIVELY HIGH SCORES IN SINGAPORE TRUST IN INDUSTRIES, 2013 VS SINGAPORE TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING FOOD AND BEVERAGE AUTOMOTIVE CONSUMER PACKAGED GOODS CONSUMER HEALTH COMPANIES TELECOMMUNICATIONS ENERGY PHARMACEUTICALS BANKS CHEMICALS BREWING AND SPIRITS FINANCIAL SERVICES ENTERTAINMENT MEDIA % 78% 76% 81% 75% 72% 78% 72% 76% 72% 68% 63% 74% 69% 67% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING FOOD AND BEVERAGE AUTOMOTIVE CONSUMER PACKAGED GOODS CONSUMER HEALTH COMPANIES TELECOMMUNICATIONS ENERGY PHARMACEUTICALS BANKS CHEMICALS BREWING AND SPIRITS FINANCIAL SERVICES ENTERTAINMENT MEDIA % 82% 80% 78% 78% 78% 77% 76% 75% 74% 74% 69% 68% 67% 66% 2013 vs 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.

28 HIGH IN INDONESIA AS WELL TRUST IN INDUSTRIES, 2013 VS INDONESIA TECHNOLOGY AUTOMOTIVE CONSUMER ELECTRONICS MANUFACTURING TELECOMMUNICATIONS BANKS PHARMACEUTICALS FOOD AND BEVERAGE ENERGY CONSUMER PACKAGED GOODS FINANCIAL SERVICES MEDIA ENTERTAINMENT CONSUMER HEALTH COMPANIES CHEMICALS BREWING AND SPIRITS % 94% 93% 92% 89% 90% 87% 84% 84% 80% 84% 81% 78% 76% 71% TECHNOLOGY AUTOMOTIVE CONSUMER ELECTRONICS MANUFACTURING TELECOMMUNICATIONS BANKS PHARMACEUTICALS FOOD AND BEVERAGE ENERGY CONSUMER PACKAGED GOODS FINANCIAL SERVICES MEDIA ENTERTAINMENT CONSUMER HEALTH COMPANIES CHEMICALS BREWING AND SPIRITS % 93% 90% 88% 88% 87% 83% 80% 79% 79% 78% 78% 77% 74% 74% 2013 vs 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.

29 A deeper dive around Energy as a an example of trust in Asia

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31 REGIONAL VIEW OF TRUST IN ENERGY TRUST IN ENERGY INDUSTRY 27 MARKET OVERVIEW APAC Latin America North America EMEA 81% 78% 76% 74% 71% 69% 69% 68% 67% 62% 56% 56% 55% 55% 54% 54% 53% 52% 50% 48% 48% 47% 44% 41% 41% 36% 36% 31% 31 Q ENERGY 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 in 27 -country global total and across 27 countries

32 THE REGULATORY ENVIRONMENT IS ONLY GOING TO GET TOUGHER FOR ENERGY Not Enough Regulation of Business Not Enough Regulation for Energy 73% 67% 67% 64% 65% 63% 63% 60% 61% 60% 59% 58% 58% 57% 57% 56% 47% 48% 49% 52% 54% 51% 53% 52% 49% 51% 51% 42% 43% 46% 47% 42% 43% 44% 43% 42% 41% 40% 38% 38% 38% 38% 37% 36% 34% 33% 33% 30% 31% 29% 28% 26% 26% 23% 32 Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

33 YOUR TRUST SCORES IS GENERALLY LINKED TO THE DESIRE FOR REGULATION TRUST IN ENERGY VS DESIRE FOR MORE REGULATION OF ENERGY Trust in Energy Not Enough Regulation for Energy 59% 33 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) Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

34 THAT SAID, WITH THE EXCEPTION OF APAC COUNTRIES, POLICYMAKERS ARE NOT TRUSTED TO APPROPRIATELY REGULATE THE ENERGY INDUSTRY PERCENTAGE AGREEING WITH EACH STATEMENT I trust policymakers to develop and implement appropriate regulations on the energy industry 84% 76% 73% 73% 72% 71% 65% 63% 60% 49% 48% 47% 46% 46% 44% 43% 42% 41% 37% 36% 34% 33% 33% 32% 32% 30% 29% 28% 34 Q Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.

35 AND MOST FEEL GOVERNMENT SHOULD CONSULT MULTIPLE STAKEHOLDERS WHEN DEVELOPING REGULATIONS ENERGY HAS LICENSE TO ENGAGE PERCENTAGE AGREEING WITH EACH STATEMENT When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (e.g., NGOs, academics, the affected businesses/industries, etc.) before making final decisions 91% 90% 89% 88% 87% 86% 84% 79% 84% 84% 83% 82% 81% 81% 81% 81% 79% 79% 79% 78% 75% 73% 73% 73% 69% 67% 62% 45% 35 Q Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.

36 THERE IS AN OPPORTUNITY FOR THE ENERGY INDUSTRY TO PLAY A KEY ROLE IN ENERGY POLICY DEBATE PERCENTAGE AGREEING WITH EACH STATEMENT The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy 74% 89% 89% 88% 88% 86% 85% 85% 84% 80% 79% 79% 78% 74% 69% 68% 68% 68% 68% 68% 65% 65% 65% 64% 62% 60% 58% 56% 36 Q Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.

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38 UNANIMOUS TRUST IN RENEWABLES TRUST IN ENERGY SECTORS RENEWABLES % 84% 82% 81% 79% 79% 78% 77% 77% 77% 76% 76% 76% 75% 77% 74% 75% 73% 70% 72% 73% 71% 70% 73% 71% 70% 70% 71% 68% 68% 68% 68% 67% 68% 66% 66% 64% 65% 65% 65% 65% 64% 63% 61% 59% 59% 61% 60% 58% 58% 59% 57% 55% 55% 53% NA 38 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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. General Population, global total across 25 countries.

39 TRUST IN NATURAL GAS ABOVE 50 PERCENT IN 19 OF 27 MARKETS; GAINS IN A VARIETY OF MARKETS TRUST IN ENERGY SECTORS NATURAL GAS % 82% 80% 81% 80% 71% 73% 74% 72% 72% 70% 70% 70% 69% 70% 67% 65% 66% 65% 65% 58% 58% 58% 58% 60% 57% 57% 56% 55% 53% 53% 54% 53% 52% 51% 51% 50% 50% 49% 48% 45% 45% 45% 46% 45% 47% 43% 43% 43% 43% 42% 40% 40% 37% 37% NA 39 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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. General Population, global total across 25 countries.

40 TRUST IN UTILITIES ABOVE 50 PERCENT IN 17 OF 27 MARKETS; CRITICAL LOW POINTS IN SOME TRUST IN ENERGY SECTORS UTILITIES % 78% 77% 75% 74% 74% 73% 74% 72% 71% 68% 69% 70% 68% 69% 69% 64% 59% 58% 58% 57% 53% 54% 53% 53% 54% 54% 54% 51% 50% 51% 51% 51% 51% 47% 45% 45% 40% 38% 39% 39% 39% 40% 40% 40% 38% 38% 36% 35% 36% 37% 36% 35% 18% 26% NA 40 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the UTILITIES industry, please indicate how much you trust businesses in each of the following sectors 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. General Population, global total across 25 countries.

41 COUNTRIES CLEARLY DIVIDED OVER TRUST IN THE OIL SECTOR; TRUST HIGHEST IN EMERGING AND ASIAN MARKETS TRUST IN ENERGY SECTORS OIL % 81% 77% 77% 73% 74% 75% 72% 72% 68% 69% 68% 69% 67% 66% 66% 62% 59% 49% 50% 53% 52% 52% 52% 49% 47% 46% 43% 42% 41% 40% 41% 39% 39% 39% 37% 38% 37% 35% 35% 36% 36% 33% 33% 33% 33% 30% 30% 30% 30% 30% 29% 30% 28% 29% NA 41 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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. General Population, global total across 25 countries.

42 MINING IS MOST TRUSTED IN DEVELOPING NATIONS; CANADA, U.S. LEVELS MIGHT SURPRISE TRUST IN ENERGY SECTORS MINING 70% 68% 67% 66% 66% 65% 50% 63% 60% 59% 57% 54% 54% 50% 46% 45% 45% 45% 44% 44% 44% 42% 38% 36% 33% 32% 32% 29% 42 Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the MINING industry, please indicate how much you trust businesses in each of the following sectors 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. General Population, global total across 27countries.

43 Trust, Leadership and Engagement

44 THE POWER OF SEARCH LEVELS OF TRUST IN SOURCES OF INFORMATION 65% 65% 54% 47% 45% ONLINE SEARCH ENGINES TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 30% 26% 21% 28% 25% 20% 36% 20% 19% Online search Newspapers Television Online search Television Newspapers Online search Television Newspapers Q [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you do not trust it at all and nine means that you trust it a great deal. (Top 4 Box, Trust) Informed Publics, 27-country global total Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; 44 Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total

45 TRUST IN MEDIA SOURCES ENERGY INDUSTRY TRUSTERS VS. DISTRUSTERS TRUSTERS IN ENERGY INDUSTRY DISTRUSTERS IN ENERGY INDUSTRY 74% 73% 59% 57% 56% 44% 39% 27% 21% 25% ONLINE SEARCH ENGINES TRADITIONAL MEDIA HYBRID MEDIA OWNED MEDIA SOCIAL MEDIA 45 Q When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". (Top 4 Box, Trust) General Population in 27-country global total

46 FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE YOURSELF. CEOS FLAT FROM CREDIBILITY OF SPOKESPEOPLE ACADEMIC OR EXPERT 62% ACADEMIC OR EXPERT 67% 2009 VS TECHNICAL EXPERT* TECHNICAL EXPERT 66% A PERSON LIKE YOURSELF 47% A PERSON LIKE YOURSELF 62% +15 FINANCIAL OR INDUSTRY ANALYST 49% FINANCIAL OR INDUSTRY ANALYST 53% +4 NGO REPRESENTATIVE 41% NGO REPRESENTATIVE 52% +9 REGULAR EMPLOYEE 32% REGULAR EMPLOYEE 52% +20 CEO 31% CEO 43% +12 GOVERNMENT OFFICIAL OR REGULATOR 29% GOVERNMENT OFFICIAL OR REGULATOR 36% +7 * Not tested in 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, Very/Extremely Credible) Informed Publics, 20- country global total.

47 16 KEY ATTRIBUTES TO BUILDING TRUST ENGAGEMENT LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS Edelman Trust Barometer research reveals 16 specific attributes which build trust. These can be grouped into five performance clusters listed here in rank order of importance. COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS OPERATIONS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 47 RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

48 A SINGAPORE ROAD MAP BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS SINGAPORE Gap ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS LISTENS TO CUSTOMERS HIGH QUALITY PRODUCTS ACTS RESPONSIBLY IN CRISIS IS ETHICAL TRANSPARENT & OPEN CUSTOMERS BEFORE PROFITS TREATS EMPLOYEES WELL COMMUNICATES OFTEN PROTECTS ENVIRONMENT POSITIVELY IMPACTS COMMUNITY ADMIRED TOP LEADERSHIP CONSISTENT FINANCIAL RETURNS ADDRESSES SOCIETY'S NEEDS INNOVATOR TOP GLOBAL COMPANY PARTNERS WITH NGOS IMPORTANCE PERFORMANCE 23% 23% 21% 22% 20% 21% 23% 20% 21% 19% 20% 19% 18% 22% 20% 16% 48% 47% 47% 46% 46% 45% 44% 42% 38% 35% 33% 33% 32% 29% 29% 28% Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is not at all important to building your trust and nine means it is extremely important to building your trust in a company. (Top 2 Box, Very/Extremely Important) Informed Publics; Q Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics.

49 IT TAKES A CHORUS TO GET YOUR STORY ACROSS MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 50% 21% 30% 15% 12% 37% 32% 31% 21% 21% 17% 32% 27% 25% 13% 31% 26% 24% 23% 19% 36% 34% 30% 27% 25% 23% 22% 21% 16% 14% ENGAGEMENT INTEGRITY PRODUCTS & PURPOSE OPERATIONS SERVICES TOTALS 49 Q (Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.

50 WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY 82% 81% 80% 79% 69% 53% Communicates clearly and transparently Tells the truth, regardless of how complex or unpopular it is Engages with employees regularly to discuss the state of the business Is front and center during challenging times (product recalls, lawsuits, etc.) Is personally involved in supporting local charities and good causes Has an active media presence 50 Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B- 261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top 4 Box, Total Important) General Publics, 27-country global total.

51 TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT CLUSTERS THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS If companies exhibit these positive behaviors... it will have its greatest impact in these clusters ENSURES QUALITY CONTROL IN PRODUCTS 86% ENGAGEMENT PRODUCTS & SERVICES INTEGRITY PROTECTS CUSTOMER DATA 85% ENGAGEMENT PRODUCTS & SERVICES INTEGRITY RESPECTS EMPLOYEE RIGHTS 85% ENGAGEMENT INTEGRITY RESPONSIBLE SUPPLY CHAIN MANAGEMENT 83% ENGAGEMENT INTEGRITY PAYS APPROPRIATE LEVEL OF TAX 80% ENGAGEMENT PURPOSE INTEGRITY 51 Q [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Important in Building Trust) Informed Publics in 27 -country global total.

52 NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN ETHICAL BUSINESS PRACTICE THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS If companies exhibit these negative behaviors... it will have its greatest impact in these clusters UNETHICAL BUSINESS PRACTICES 81% ENGAGEMENT INTEGRITY FAILS TO KEEP CUSTOMER INFORMATION SECURE 80% INTEGRITY IRRESPONSIBLE DURING A CRISIS 80% INTEGRITY SUB-STANDARD WORK CONDITIONS 79% ENGAGEMENT INTEGRITY MISREPRESENTS THE COMPANY 79% ENGAGEMENT INTEGRITY 52 Q [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) Informed Publics in 27 -country global total.

53 AUSTRALIA IN TRANSITION Emerging opportunities for business and communications New opportunities Exciting changes for communications international perspective, financing partnerships, better understanding of regional trends New industries and new areas to drive debate, policy and be seen Agribusiness world class and growing global need Gas and clean coal access and technology catch up Tourism Education STEM Wealth management international We have: Low sovereign risk Proximity to Asia Assets to develop Australian advantages meets global opportunities where they will intersect is the big question 53

54 COMMUNICATIONS Move from being consumed by channels and execution outputs based to broader business position Regulatory, political and business environment presents opportunities See the company s role now and into the future Play at a different level Follow big trends, observe data and develop commercial feeling PR + communication industry s relevance based on advisory position not just execution. There will always be requirement for communication tools, videos, community engagement. Australia s position presents real opportunity. 54

55 On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler