Edelman Trust Barometer 2012 - Global and Netherlands results by Marije Nieuwenhuis

2012

EDELMAN TRUST BAROMETER Amsterdam, 9 February 2012 Ben Boyd Global Chair, Corporate Practice Edelman New York Annemieke Kievit General Manager, Edelman Benelux

2011

2012 Edelman Trust Barometer METHODOLOGY OVERVIEW GENERAL PUBLIC

Twelfth annual study 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 25-64 ď&#x201A;§ (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

* This year Informed Publics were surveyed via online methodology instead of telephone

INFORMED PUBLIC 25-64

INFORMED PUBLIC 35-64

Distrust is growing; nearly twice as many countries are now skeptics Majority of EMEA countries are “Distrusters” in 2012

2011 GLOBAL

Brazil UAE Indonesia China Netherlands Mexico Singapore Argentina India Italy Canada South Korea Sweden Japan Australia Spain France Poland Germany U.S. U.K. Russia Ireland

80 78 74 73 73 69 67 62 56 56 55 53 52 51 51 51 50 49 44 42 40 40 39

2012 >

< > >

GLOBAL

China UAE Singapore India Indonesia Mexico Netherlands Canada Italy Argentina Australia Brazil Sweden U.S. South Korea Poland U.K. Ireland France Germany Spain Japan Russia

76 68 67 65 63 63 61 58 56 54 53 51 49 49 44 44 41 41 40 39 37 34 32

TRUSTERS

NEUTRAL

DISTRUSTERS

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23 countries

Trust in three of four institutions declines; only media rises TRUST IN INSTITUTIONS 2011 Informed Public 2012 Informed Public 2012 General Public

56%

52%

53% 47%

43% 38%

Business

Government

61% 49%

Media

52% 46%

58% 50%

NGOs

Record decline in government -- NGOs and business fall to 2009 trust level TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government

80%

70%

60%

57% 52%

50%

53%

52% 51% 48%

44%

43%

40%

54%

53%

59% 54%

53%

49% 49%

46% 46% 44%

47% 47% BUSINESS

45%

46% 38%

40%

GOVERNMENT

30%

20%

2007

2008

2009

2010

2011

2012

Majority of countries now distrust government TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public

Trust

Trust Steady

Trust

88%

85%

78%

77%

64%

62%

43%

43% 40%

35%

43%

50%

47% 42%

42%

45% 40%

35% 26%

20%

51%

49%

39%

38% 33% 33%

62%

54%

52%

50% 44%

62%

61%

56% 53% 52%

52%

75%

73%

28%

31%

33%

49%

43%

36% 32%

31% 25% 20%

N/A

Q11-14. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

N/A

Several mature markets see double-digit drops in business trust TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public

Trust Steady

Trust

Trust 80%

71%

70% 69%

61% 56%

50%

57% 54%

56% 53%

50%

81% 78%

77%

64% 62%

74%

46% 44%

65%

63%

67%

46% 41% 41%

43%

53%

52% 47%

44%

65%

63%

57% 53%

54% 52%

50% 46%

67% 66%

81% 78%

48%

46%

47%

38% 31%

34%

32%

28%

N/A

Q11-14. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

N/A

Technology remains on top in all markets, finance sector still at bottom TRUST IN INDUSTRIES – GLOBAL

2011

2012

Technology

80%

Telecommunications

67%

Automotive

67%

Food and beverage

64%

66% 64%

Consumer packaged goods

62%

Pharmaceuticals

61%

Telecommunications

60%

Energy

60%

Brewing and spirits

59%

Consumer packaged goods

57%

Pharmaceuticals

Brewing and spirits

57%

Energy

Media

52%

Banks

50%

Financial services

48%

2008 Trust in Banks: 56%

Media

Banks Financial services

56%

53% 51% 47% 45%

2012 Trust in Banks: 40% -16

Q16-26. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) & Informed Publics ages 35-64 in 18 country global total 10

79%

Technology

NGOs still most trusted institution, despite some declines TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public

Trust

Trust Steady

Trust 85%

79% 75% 70% 67% 61%

63%

61%

67% 62%

58%

50%

80%

78% 74% 70%

72% 65% 65% 64% 64% 60% 58% 58% 56% 55% 54% 53% 53% 55% 51%

72% 66%

72%

70%

60% 55%

59% 53% 51%

53%

51%

49%

48% 41%

42%

28%

30%

N/A

Q11-14. [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 9point 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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

68%

66%

N/A

Media only institution to see trust increase TRUST IN MEDIA 2011 Informed Public 2012 Informed Public

Trust

Trust Steady

Trust 86%

80% 79%

80% 72%

70% 67%

65%

50%

65%

65% 61%

59%

57% 54%

52% 49% 50%

53%

60%

45%

43% 45%

37%

42% 37%

32%

46% 46% 38% 37%

61%

49%

48% 47%

45%

45% 38%

61%

53%

48% 45%

73%

69%

41% 37% 35% 33%

36%

27% 22%

N/A

Q11-14. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries

N/A

Diversification of Media TRUST IN INFORMATION SOURCES 2011 Informed Public 2012 Informed Public

10%

32%

29%

18% 26%

+ 75

22%

14%

13%

23%

16%

TRADITIONAL

ONLINE MULTIPLE SOURCES

SOCIAL MEDIA

CORPORATE

Q149-160. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)

Trust in business and government move in sync since 2008 in Western Economies TRUST IN BUSINESS AND GOVERNMENT Business Government

U.S. 80% 58%

60% 44%

40%

48%

51%

48%

49%

48%

51% 45%

48%

44%

45%

38% 44%

39%

20%

53%

38%

43%

39%

38%

36%

37% 30%

27%

0% 2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

UK/France/Germany

80%

60%

40%

36%

41%

46% 35%

40%

36%

34%

32% 26%

20%

25%

38%

31%

27%

37%

36% 32%

31%

36%

39% 38%

43%

31% 30%

22%

0% 2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Q11-14. [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 35-64 in the U.S. and UK/France/Germany 15

Government leaders less trusted than business 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%

50% 46%

44%

53%

50%

48%

51%

50% 47%

46%

42% 40%

43%

38%

36%

34%

36%

41%

40% 36%

34%

27%

28% 26%

23%

30%

29%

24%

21% 17% 17% 15% 14%

14%

13% 10%

11%

10% 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 16

Credibility of CEOs and government officials plummet ‘A person like yourself’ and regular employees see dramatic rise CREDIBLE SPOKESPEOPLE

2011

2012 70%

Academic or expert

64%

Technical expert in the company

53%

Financial or industry analyst

CEO CEO

50% 47%

NGO representative

Regular employee

NGO representative

Financial or industry analyst

Gov’t official or regulator Government official or regulator

43%

CEO CEO Government official or regulator Gov’t official or regulator

50% + 16

50% 46% 38% - 12 29% - 14

Q119-126. [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 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)

Greatest increase since 2004

65% + 22

A person like yourself

43%

34%

66%

Technical expert in the company

A person like yourself

Regular employee

68%

Academic or expert

Biggest declines in Barometer history

The State of TRUST in The Netherlands

Three quarters of the Dutch population feels that things are going on the wrong the direction in this country

Globally, record decline in trust in government TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government

80%

70%

60%

57% 52%

50%

53%

52% 51% 48%

44%

43%

40%

54%

53%

59% 54%

53%

49% 49%

46% 46% 44%

47% 47% BUSINESS

45%

46% 38%

40%

GOVERNMENT

30%

20%

2007

2008

2009

2010

2011

2012

Trust in business, government and NGO’s drops in the Netherlands following two years of stable high trust NGOs Media Business Government

80% 74% 70%

66%

73% 64%

61% 59%

60% 60%

59%

55%

2007

2008

75% 75% 75%

73%

74% 72%

BUSINESS

65% 69%

63%

61%

62%

GOVERNMENT

61% 59%

58%

50%

40%

30%

20%

2009

2010

2011

2012

In the Netherlands, trust in all institutions declines TRUST IN INSTITUTIONS - NETHERLANDS 75% 2011 Informed Public 2012 Informed Public 2012 General Public

74% 65%

61%

52% 47%

Government

Business

72%

69% 61%

59% 53% 43%

Media

NGOs

Majority of countries now distrust government, amid decreases in most European countries, including a 14-point drop in the Netherlands TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public

Trust

Trust Steady

Trust

88%

88% 85% 78%

64%

61% 52%

50% 43%

43%

40% 35%

45% 42%

43%

42% 39%

38% 33% 33%

51%

49%

47%

44%

43%

75%

62%

56% 53% 52%

52%

75%

35%

31% 26%

32%

31%

28%

20%

25% 20%

N/A

Several EU economies see double-digit drops in business trust; countries include Germany, France, Spain and the Netherlands TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public

Trust Steady

Trust

Trust 81%

81% 78%

77% 71%

64% 61% 56%

50%

65%

62%

67% 63%

57%

56% 53%

74%

70% 69%

54%

50%

52%

50% 46%

44%

54%

53%

41% 41%

48%

47%

46%

53%

52%

43%

44% 38% 34%

32%

28%

N/A

NGOs still most trusted institution, despite some drops; Sweden, the Netherlands and Russia among countries driving decline TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public

Trust

Trust Steady

Trust 85%

79% 74% 70%

72%

67% 61% 58%

63%

80%

78%

61%

50%

66%

65%65% 60% 58% 58% 55% 54% 51%

72%

56% 53% 53%

55%

72% 66% 60%

59%

55%

53%

51%

49%

48% 41%

42%

28%

30%

N/A

Media only institution to see trust rise, though largely steady in European countries; Netherlands sees moderate dip in trust TRUST IN MEDIA 2011 Informed Public 2012 Informed Public

Trust Steady

Trust

80% 79% 73%

72%

70% 67%

69% 65% 61%

61%

57%

50%

54%

52% 50% 49% 45%

45%

43% 45%

37%

53% 46% 46% 42% 37%

32%

37%38%

48%

45% 41%

38% 35%

37%

36% 33%

27% 22%

N/A

Top four most trusted industries consistent from 2011 to 2012 in NL Energy drops from the trusted to the neutral zone TRUST IN INDUSTRIES – THE NETHERLANDS

2011

2012 87%

Technology

80%

Food and beverage

Brewing and spirits

70% 70% - 10

Brewing and spirits

72%

Food and beverage

Consumer packaged goods

72%

Consumer packaged goods

69%

Automotive

65%

Energy

63%

Media

82%

Technology

69% 62%

Automotive

53% - 10

Media

51% - 14

Energy

Telecommunications

59%

Pharmaceuticals

51%

Pharmaceuticals

58%

Telecommunications

51%

Banks Financial services

44% 39%

Banks Financial services

40% 33%

Trust in banks has fallen 32 percentage points since 2007 in the Netherlands; Technology and Food & Beverages remain trusted Technology Banks Fin. Services Energy

Pharma Food (+ bev )

100% 91% 90% 81% 80%

82%

84%

72%

87%

85%

70%

82% 83%

80%

69%

60%

56% 51%

50% 46% 40%

65%

59% 51% 50%

61% 47%

70%

58% 47%

45%

51%51% 40%

39%

30%

33%

20% 10% 0%

2007

2008

2009

2010

2011

Q16-26. [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 35-64 in The Netherlands (2007-2009), Informed Publics ages 25-64 in the Netherlands (2010 – 2012).

2012

business government DYNAMIC

Business not meeting public’s expectations in the Netherlands NETHERLANDS Business Importance Company Performance

Gap TREATS EMPLOYEES WELL

56%

19%

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

54%

24%

PLACES CUSTOMERS AHEAD OF PROFITS

53%

15%

OFFERS HIGH QUALITY PRODUCTS OR SERVICES HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

48%

17%

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

20%

HAS ETHICAL BUSINESS PRACTICES

17% 15%

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

18%

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

25%

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

19% 13% 14%

26%

- 38 - 19 - 33

- 32 - 31 - 24

44%

- 27

35%

- 20

35%

- 17 -4

Closing the gap on expectations

25% 24%

Q52-69. 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 Netherlands (excludes ‘Don’t Know’ responses);Q103-118. 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 Netherlands 30

- 30

44%

29%

27%

12%

RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

50%

18%

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES

51%

18%

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES

53%

34%

- 37

- 15

-7 - 12 - 10

Government not meeting public’s expectations in the Netherlands GOVERNMENT IMPORTANCE VS. PEFORMANCE – THE NETHERLANDS Government Importance Government Performance

Gap 54%

LISTENS TO CITIZENS' NEEDS AND FEEDBACK

53%

COMMUNICATES FREQUENTLY AND HONESTLY

42%

52%

-39

-29

13% 34%

-25

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT LOCAL COMMUNITIES

33%

-23

10% 24% 8%

Q132-139. 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 The Netherlands; Q140-147. 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 The Netherlands

-40

13%

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

52% 12%

EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE COUNTRY

PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES

-41

12%

HAS TRANSPARENT AND OPEN PRACTICES

PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE EMPLOYMENT OPPORTUNITIES

-42

12%

-16

trust in SPOKESPEOPLE

Credibility of regular employees and ‘person like yourself’ surges in the Netherlands CREDIBLE SPOKESPEOPLE – THE NETHERLANDS

2011

2012 74%

Academic or expert

62%

Technical expert in the company

60%

Financial or industry analyst

54%

A person like yourself

51%

NGO representative

66%

Technical expert in the company

58% + 20

Regular employee

NGO representative

47%

Financial or industry analyst

CEO

46%

CEO

38%

69%

Academic or expert

Government official or regulator

Regular employee

70% + 16

A person like yourself

Government official or regulator

45% 38% - 22 28% - 18 26% - 21

Fall of CEO steady throughout Europe from 2011 to 2012 CEO CREDIBILITY Ireland The Netherlands

Poland Spain Sweden

100% 90% 80% 72%

70% 60% 50% 45%

50% 40%

37%

32%

30%

33%

24% 23% 20%

20%

46%

30% 29% 29%

45% 33% 29% 21% 20%

48% 47%

33%

29% 27% 26%

31%

37% 33% 32%

27%

15%

10% 0%

2006

2007

2008

2009

2010

2011

Q119-126. [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 35-64 in Ireland, The Netherlands, Poland, Spain, Sweden and the UAE

2012

Skepticism requires repetition in all markets, including the Netherlands MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – THE NETHERLANDS

Ten or more times (10+),

Once (1), 3% Twice (2), 12%

Six to Nine times (6-9),

Three times (3), 40%

Four or Five times (4 - 5),

30%

Three to Five times

70%

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 25-64 in The Netherlands

the path FORWARD

Future trust for business lies in societal competences and engagement

THE NETHERLANDS Societal Operational

CURRENT TRUST

52% TRUST BUSINESS 1) Highly regarded, top leadership 2) Innovator of new products 3) Partners with third parties

BUILDING FUTURE TRUST SOCIETAL ATTRIBUTES

1) Treats employees well

BUILDING FUTURE TRUST

2) Listens to customer needs and feedback

MORE IMPORTANT TO

3) High quality products or services 4) Places customers ahead of profits 5) Has transparent and open business

CURRENT TRUST DRIVEN BY OPERATIONAL ATTRIBUTES

6) Communicates frequently and honestly 7) Takes actions to address issue or crisis 8) Has ethical business practices 9) Works to protect/improve environment 10) Addresses society's needs 11) Positively impacts the local community 12) Innovator of new products 13) Partners with third parties 14) Ranks on a global list 15) Highly regarded, top leadership 16) Delivers consistent financial returns

Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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 Netherlands; Q52-69. 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 Netherlands (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 37

A path to greater trust: from business competence to social purpose and engagement PUBLIC ENGAGEMENT Listens to customer needs and feedback Has transparent and open business Communicates frequently and honestly Partners with third parties Takes actions to address issue or crisis

BUSINESS COMPETENCE

SOCIAL PURPOSE

High quality products or services

Places customers ahead of profits

Highly regarded, top leadership

Addresses society's needs

Innovator of new products

Works to protect/improve environment

Delivers consistent financial returns

Positively impacts the local community

Ranks on a global list

Has ethical business practices Treats employees well

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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 U.K.; Q52-69. 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 U.K. (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 38

Earn the license to lead

Exercise principles-based leadership, not just rules-based performance Recognize that operational factors responsible for current trust wonâ&#x20AC;&#x2122;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 important to business and society

2012

EDELMAN TRUST BAROMETER Amsterdam, 9 February 2012 Ben Boyd Global Chair, Corporate Practice Edelman New York Annemieke Kievit General Manager, Edelman Benelux