GERMANS ARE

AFRAID OF INNOVATIONSEDELMAN TRUST BAROMETER

2015 GERMANY RESULTS

PG 2

EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY

Informed Public

• 500 respondents in U.S.

and China, and 200 in

other countries

• Ages 25-64

• College-educated

• In top 25% of household

income per age group in

each country

• Report significant media

consumption and

engagement in business

news and public policy

• 15 years of data

General Online Population

• 1,000 respondents per

country surveyed

• Ages 18+

• 4 years in 25+ markets

Online Survey in 27 Countries

• 33,000 respondents

• 7 years in 20+ markets

• 10 years in 10+ markets

PG 3

China 79

UAE 79

Singapore 73

Indonesia 72

India 69

Malaysia 65

Canada 60

Netherlands 60

Hong Kong 59

Mexico 59

Australia 58

Brazil 57

Germany 57

Argentina 53

U.K. 52

S. Korea 51

Sweden 51

S. Africa 50

U.S. 49

France 46

Japan 44

Italy 43

Turkey 41

Ireland 39

Spain 39

Russia 37

Poland 35

NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW

THE TRUST INDEX

TR

US

TE

RS

NE

UTR

AL

DIS

TR

US

TE

RS

2014

TRUSTERS from 30% to 22% in 2015

GLOBAL 56

Italy 48

S. Africa 48

Hong Kong 47

S. Korea 47

U.K. 46

Argentina 45

Poland 45

Russia 45

Spain 45

Sweden 45

Turkey 40

Ireland 37

Japan 37

2015

UAE 84

India 79

Indonesia 78

China 75

Singapore 65

Netherlands 64

Brazil 59

Mexico 59

Malaysia 56

Canada 53

Australia 52

France 52

U.S. 52

Germany 50

GLOBAL 55

DISTRUSTERS from 33% to 48% in 2015

The Trust Index is an average of a country’s trust in

the institutions of government, business, media and

NGOs.

27-country global total.

Informed

Public

PG 4

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN GERMANY, 2014

VS. 2015

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 nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box Trust) Informed Publics in Germany.

THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE

BUSINESS

GOVERNMENT

MEDIA

NGOS

Informed

Public

57%45%

2014 2015

#3

69%59%

2014 2015

#149% 50%

2014 2015

#2

54%45%

2014 2015

#4

PG 5

THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN GERMANY TODAY IS …

Q349-351. Below are a number of statements. For each, please think about the pace of development and change

in business and industry today, and select the response that most accurately represents your opinion. (Not

Enough, Too Much) Informed Publics, in Germany.

TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST

57% Too Fast21% Too Slow

Informed

Public

19% Just Right

PG 6

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY IN GERMANY

BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES

Informed

Public

Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust

each of these recent developments? (Top 4 Box, Trust) Informed Publics, in Germany.

50%48%

33%30%

25%21%

Electronic and Mobile

Payments

Electronic and

Personal Health

Trackers

Cloud Computing Genetically Modified

Foods

Hydraulic Fracturing

PG 7

Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly

develop and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in Germany.

Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please

use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a

great deal.” Informed Publics, in Germany.

Informed

Public

TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE

INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN GERMANY

25%

25%

35%

36%

37%

51%

37%

45%

27%

66%

Financial Services

Electronic Payments

Health

Personal Health Trackers

Technology

Cloud Computing

Energy

Hydraulic Fracturing

Food & Beverage

Genetically Modified Foods

TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT

-29

+9

-10

-12

-26

GapTrust in Industry Sector

vs. Trust in Industry to Innovate

BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED

PG 8

BEHAVIOR BASED ON TRUST IN GERMANY

TRUST IN INNOVATION MATTERSInformed

Public

Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to

companies that you trust? Please answer yes or no to each action. Informed Publics, Germany.

Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to

companies that you do not trust? Please answer yes or no to each action. Informed Publics, Germany.

Trusted CompaniesDistrusted Companies

Refused to buy products/services Chose to buy products/services-51% 77%

Criticized them to a friend/colleague Recommended them to a friend/colleague-52% 57%

Paid more for products/services 51%

Shared negative opinions online

Shared positive opinions online-22% 28%

Defended company 36%

I sold shares

I bought shares-11% 18%

PG 9

BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY

53% 33% 29%

Fails to Contribute

to the Greater

Good

Provides Few/No

Public Services

Lacks Economic

Growth

64% 57% 47%

Allows Me to Be a

Productive

Member of Society

Produces Economic

GrowthHelps Me and My

Family

Live a Healthy

Life

Reasons Trust in Business Has Increased

in GERMANY

Informed

Public

Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past

year? (Top 4 Box, Trust) Informed Publics, in Germany. Q330-331. For which of the following reasons, if any, has your trust in

each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Germany.

Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed

Publics, in Germany.

Reasons Trust in Business Has Decreased in

GERMANY

48% 63%

72%agree

“A company can take specific actions

that both increase profits and improve

the economic and social conditions in

the community where it operates.”

PG 10

ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN GERMANY

Informed

Public

Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement

technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?

Informed Publics, in Germany.

Q349-351. Below are a number of statements. For each, please think about the pace of development and change in

business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too

Much) Informed Publics, in Germany.

TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL

Make test results available publicly for review 73%

Partner with an academic institution 63%

Partner with an NGO 63%

Run a clinical trial or beta test 56%

Partner with government 45%

57% AGREE:

New developments are not tested

enough

PG 11

Q130-143. [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, Trust) Informed Publics, in Germany.

CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN GERMANY

LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE THAN TWICE AS CREDIBLE AS CEO

72%

60%63%

70%

55%

34%37% 37%

70%66%

61% 60%

42%39%

32%28%

A PersonLike Yourself

Academic orIndustry Expert

NGORepresentative

CompanyTechnical Expert

RegularEmployee

GovernmentOfficial

or Regulator

Financial orIndustry Analyst

CEO

2014 2015

More Trust Less Trust

Informed

Public

PG 12

67%69%

77%

66%

36%

40%43%

36%

29%

27%

35% 31%

45% 45%47% 47%

24%

31%

37%

30%

2012 2013 2014 2015

Online Search Engines

Traditional Media

Hybrid Media

Social Media

Owned Media

Q178-182. When looking for general news and information, how much would you trust each type of source for

general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and

nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, in Germany.

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN GERMANY

MEDIA SOURCES: TRADITIONAL MEDIA LOSE TRUST

Informed

Public

PG 13

Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Germany.Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Germany.Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Germany.

22%

24%

27%

28%

33%

34%

45%

54%

60%

67%

Celebrities

Brands I don't use

A company ceo

A well-known online personality

Elected officials

Employees of a company

A journalist

Companies I use

An academic expert

My friends and family

Informed

Public

TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,

CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN GERMANY

TRUSTED

NEUTRAL

DISTRUSTED

CONTENT CREATORS: FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED

PG 14

On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks:

REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines

Flight MH370: REUTERS/Samsul Said; Protester calls for G20 leaders to address the Ebola issue: REUTERS/Jason