IRELAND FINDINGS

OVERVIEW

1. The Trust Barometer Explained

2. Key Global Findings

3. The State of Trust

4. Trust in Business & Government

5. Sources of Information

6. Trust Building

7. Conclusions

3

2013

RISING INFLUENCE OF NGOS2001

FALL OF THE CELEBRITY CEO2002

EARNED MEDIA MORE CREDIBLE THAN ADVERTISING2003

U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT2004

TRUST SHIFTS FROM “AUTHORITIES” TO PEERS2005

“A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON2006

BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA2007

YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS2008

BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST2009

TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS2010

RISE OF AUTHORITY FIGURES2011

THE FALL OF GOVERNMENT2012

CRISIS OF LEADERSHIP

EDELMAN TRUST BAROMETER IN RETROSPECT

MAIN THEMES OF 2013 TRUST BAROMETER

KEY GLOBAL FINDINGS

• Trust coming back post credit crisis but fragile• Crisis of Leadership

• Europe on wrong track, low trust in central banks• Governments perceived to be incompetent or corrupt• Business competent but behaving badly, wrong incentives• Large gap between expectations of business and performance• Ireland remains a Trust laggard• Banking sector facing critical challenge

STATE OF TRUST

GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67

Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36

2011 20132012

DIS

TRU

STER

STR

UST

ERS

NEU

TRAL

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64

GLOBAL 51China 76

Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32

EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013

GLOBAL 55Brazil 80

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. 40Russia 40Ireland 39

6

Big Changes from 2008

Germany +19China +18Canada +14India +11

Big Changes from 2012

Germany +16France +14UK +12US +10

12% 14%16% 17%

TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS

TRUST A GREAT DEAL

19% 22%15% 17%

NGOS

BUSINESS

MEDIA

GOVERNMENT2012 2013 2012 2013

2012 2013 2012 2013

43% 48%53%

58%

52%57%

58%63%

TRUST IN INSTITUTIONS - GLOBAL

7Q11-14. [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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in 20-country global total

8% 8%4% 6%

IRELAND – STILL DISTRUSTERS

TRUST A GREAT DEAL

18% 17%10% 8% NGOS

BUSINESS

MEDIA

GOVERNMENT2012 2013 2012 2013

2012 2013 2012 2013

35% 32%43%

44%

35%45%

53%

63%

TRUST IN INSTITUTIONS – IRELAND

8Q11-14. [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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 in Ireland

TRUST IN BUSINESS & GOVERNMENT

10

BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT

GovernmentBusiness

GAP BETWEEN BUSINESS & GOVERNMENT GROWING Globally, largest gap since 2007*

Trust in Government62% of markets surveyed have

trust score below 50%

Trust in Business35% of markets surveyed have

trust score below 50%

Global

Mexic

oBra

zil

Argentina

Indonesia

Poland

IndiaSp

ain Italy

Japan

Irelan

dRussi

aU.S.

UK

Turk

ey

Australi

a

Mala

ysia

Canad

a

German

y

Netherla

nds

Hong Kong

Singa

pore

Fran

ce

Sweden

China

S. Kore

a

59%

82%

64%

49%

74%

56%

81%

44%

56%52%

44%

40%

62%

56%

47% 48%

63%

58%

48%

61% 60%

77%

44%

58%

74%

31%

50%

41%

33%

19%

47%

30%

57%

20%

35%32% 32% 29%

53%

47%

40%43%

60%58%

48%

62% 63%

82%

49%

65%

81%

44%

Q11-14. [Business in General and 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 ages 25-64 in 26-country global total and across 25 countries

50%

2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS

Government official or regulator Credibility

CEO Credibility

11

MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERSBELOW 50% IN THEIR CREDIBILITY RATING

Business leaders trusted less than 50% in 16 of 26 markets

Government leaders trusted less than 50% in 21 of 26 markets

Global

Argentina

Mexic

o

IndonesiaBra

zilIndia

Russia

Turk

ey

South

Korea

Irelan

dChina

Mala

ysia

Spain

Japan Ita

ly UK US

Poland

German

y

Fran

ce

Australi

a

Singa

pore

Netherla

nds

Sweden

Canad

a

Hong Kong

45%

52%

70%

55%52%

73%

41%

52%

34%36%

62%

55%

42%

22%

37%39%

43%

27% 28%

37%34%

54%

26%

40%

35%

48%

38%

18%

36%

22%

32%

54%

23%

35%

22% 25%

54%

48%

35%

15%

31%

36%

41%

25%27%

37% 36%

56%

32%

47%45%

60%

Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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 ages 25-64 in 26 -country global total and across 25 markets

19% 27% 20% 18%

CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING:

17% 17% 17% 14%

GOVERNMENT LEADERS

12

BUSINESS LEADERS

Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders and government leaders to do the following? (Top Box- Trust A great Deal) Informed publics across 26-country global total

TRANSPARENCY ISSUES

POOR PERFORMANCE/ INCOMPETENCE

LACK OF REGULATION OR CONTROL

WRONG INCENTIVES DRIVING POLICIES

CORRUPTION OR FRAUD

9%

45%

7%

15%

22%

TRANSPARENCY ISSUES

POOR PERFORMANCE/ INCOMPETENCE

LACK OF REGULATION OR CONTROL

WRONG INCENTIVES DRIVING BUSINESS DECISIONS

CORRUPTION OR FRAUD

6%

14%

20%

25%

32%

CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT

MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – IRELAND (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)

REASONS FOR TRUSTING GOVERNMENT LESS

REASONS FOR TRUSTING BUSINESS LESS

57% 37%

13 Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in Ireland

14

Technology

Food and beverage

Automotive

Brewing and spirits

Telecommunications

Consumer packaged goods

Energy

Pharmaceuticals

Media

Financial services

Banks

64%

59%

56%

54%

53%

51%

45%

44%

40%

18%

15%

FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTEDTRUST IN INDUSTRIES – IRELAND

20132012

Banks

Financial services

Media

Energy

Pharmaceuticals

Consumer packaged goods

Telecommunications

Automotive

Brewing and spirits

Food and beverage

Technology

17%

18%

34%

49%

51%

52%

53%

55%

55%

60%

74%

Q43-60. [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 (only industries tracked from 2012 to 2013 shown) in Ireland

15

50%

2013

2008

-20-19

-25

-19-26

-24

-13 -25

-11

US Trust in Banking Industry has doubled over past two years, from 25% (2011) to

50% (2013) among Informed Publics 25-64.

SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW BELOW 50% TRUST LEVELINDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011TRUST IN BANKS – INFORMED PUBLICS AGES 35-64

GlobalChina

India

Mexic

oJap

an

Canad

a

S. Kore

aBra

zilU.S.

Russia

Poland

Sweden

Fran

ceIta

ly

Netherla

nds

German

y UKSp

ain

Irelan

d

56%

72%

83%

61%59%

49%

67%

52%

69%

53%

63%

51%

35%

26%

56%

42%

47%

45%

35%

45%

83%

80%

71%

60%59%

54%

49% 49%47%

44%

38%

32% 31% 31%

23% 22%19%

11%

Rating of Banks’ Performance in each of the following (Total Excellent/Good)

UK Germany France Italy Spain Ireland Nether-lands Poland Sweden Russia Turkey

Lending to small businesses X X X X X X X X X X O

Providing home mortgage loans X X X X X X X X O X O

Offering reasonable credit cards X X O X X X O X X X X

Trading and investing in government debt X X X X X X X X X X X

Ensuring the privacy & security of customers' personal information X O X X X O X O

Overseeing initial public offerings for companies X X X X X X X X X X

Trust in Banking Industry 29% 26% 34% 32% 22% 15% 31% 47% 41% 47% 35%

BANKS PERFORMANCE REPORT CARDRELATIONSHIP BETWEEN TRUST AND PERFORMANCE

Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions? (Total Excellent/Good) Q43-60. [Banking 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 UK, Germany, France, Italy, Spain, Ireland, Netherlands, Poland, Sweden, Russia, and Turkey

50%+ = 40-49% = O

<40% = X

SCORING KEY

37%

27%

2%2%

8%

23%

TRUST DEFICIT IN BANKS LINKED TO CULTURE

17

WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – IRELAND (ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)

66% of causes of scandals are internal and

within business’ control

CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES

CORPORATE CORRUPTION

CONFLICTS OF INTEREST

CHANGES IN THE ECONOMY

BANKS ARE TOO LARGE

LACK OF REGULATION

Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in Ireland

18

TRUST IN THE EUROPEAN SYSTEM OF CENTRAL BANKS TO DO WHAT IS RIGHT FOR EUROPE

LOW TRUST IN THE SYSTEM OF CENTRAL BANKS IN SPAIN AND GERMANY

EU Spain Germany UK Sweden Poland Ireland Italy France Netherlands

37%

24%

34% 35% 35% 36% 38% 40% 41%

51%

43%

59%

49%45%

39%

45%40%

44%

36% 35%

Trust Central BanksDo not Trust Central Banks

Q205B. Please indicate how much you trust the European System of Central Banks to do what is right for Europe in general. 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” to do what is right for Europe in general. (Top 4 Box – Trust) (Bottom 4 Box – Do not Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

19

OVER THE PAST YEAR, WOULD YOU SAY THAT THINGS IN EUROPE ARE GOING IN THE RIGHT DIRECTION OR HAVE THEY GOTTEN OFF ON THE WRONG TRACK?

GENERAL CONSENSUS THAT EUROPE IS OFF ON THE WRONG TRACK

EU France Ireland Italy Poland UK Spain Sweden Netherlands Germany

28%

39%36%

29% 29%26% 25% 25% 24% 22%

61%

49% 51%

63% 62% 64%70%

66%61%

64%

In the Right DirectionOff on the Wrong Track

Q204B. Over the past year, would you say that things in Europe are going in the right direction or have they gotten off on the wrong track? Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

20

TRUST IN THE GERMAN GOVERNMENT TO DO WHAT IS RIGHT FOR THE EUROZONE IN RESOLVING THE DEBT CRISIS

NETHERLANDS, SWEDEN AND FRANCE MOST TRUSTING OF GERMAN GOVERNMENT TO RESOLVE THE DEBT CRISIS

DISTRUSTERSTRUSTERS NEUTRAL

EU Netherlands Sweden France UK Poland Germany Italy Ireland Spain

52%

81%

61%58%

54%51%

48%43%

40%

33%

202B. How much do you trust the German government to do what is right for the Eurozone in resolving the Eurozone debt crisis? Please use a 9-point scale where one means that you “do not trust the German government at all” and nine means that you “trust the German government a great deal” to do what is right for the Eurozone in resolving the Eurozone debt crisis. (Top 4 Box - Trust) Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

21

TRUST TO MANAGE THE CURRENT EUROZONE DEBT CRISIS

EUROPE DIVIDED ON WHO IS MOST TRUSTED TO SOLVE THE DEBT CRISIS

TRUST EU MORE THAN OWN GOVT TO MANAGE THE CURRENT EUROZONE DEBT CRISIS

EU France Italy Ireland Spain Poland Netherlands UK Germany Sweden

48%

68%64%

59%

50%

44%41% 40% 38%

32%32%

21%16% 18%

22%

32%

41%46% 44%

49%

European UnionYour National Government

203B. Who do you trust more to manage the current Eurozone debt crisis: [ROTATE:] your national government or the European Union? Informed Publics ages 25-64 in the EU region, France, Ireland, Italy, Poland, UK, Spain, Sweden, Netherlands, and Germany

SOURCES OF INFORMATION

23

N/A

50%

STEADY GROWTH IN TRUST IN MEDIA OVER TIME;RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS

TRUST IN MEDIA

2008 50% of markets surveyed have a trust score 50% or above 2013 62% of markets surveyed have a trust score 50% or above

GlobalChina

India

Indonesia

Singa

pore

Hong Kong

Brazil

Mexic

o

German

y

Canad

a

Mala

ysia

Netherla

nds

Fran

ceU.S.

Sp

ain Italy

S. Kore

a UK

Sweden

Argentina

Irelan

d

Poland

Japan

Australi

aRussi

a

Turk

ey

52%

79%

70%

80%

65%65%

61%65%

42%

54%

47%

61%

41%

45% 46%

57%

45%

37%38%

49%

35%

48%

36%

43%

33%

57%

81%79%

77%

70%68% 66% 66%

61% 61% 60%

57% 54%51%

50% 50%49% 47% 47% 47%

45% 45%43% 42%

38%

26%

2012

2013

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, Turkey and UAE) and across 25 countries

TRADITIONAL MEDIA ONLINE SEARCH ENGINES

HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA

63% 62%

51%44% 43%

58%51%

42%

29%33%

71%75%

66% 65%58%61%

52%

41%

31%35%

64%

43%37%

19% 22%

Global Developed Emerging EU Ireland

TRADITIONAL MEDIA STILL MOST TRUSTED IN IRELANDTRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION

24

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 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". Informed Public in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); EU Region; Ireland

Academic or expert

Technical expert in the company

A person like yourself

Financial or industry analyst

NGO representative

Regular employee

CEO

Government official or regulator

69%

67%

61%

51%

51%

50%

43%

36%

TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE

Government official or regulator

CEO

Financial or industry analyst

NGO representative

Regular employee

A person like yourself

Technical expert in the company

Academic or expert

29%

38%

46%

50%

50%

65%

66%

68%

20132012

25

74%

60%

54%

46%

54%

54%

36%

25%

2013

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, Very/ Extremely Credible) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and Ireland (only spokespeople tracked from 2012 to 2013 shown)

TRUST BUILDING

27

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

RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

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

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

HAS ETHICAL BUSINESS PRACTICES

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

PLACES CUSTOMERS AHEAD OF PROFITS

TREATS EMPLOYEES WELL

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

10%

17%

15%

17%

26%

17%

17%

19%

17%

17%

19%

20%

36%

15%

20%

24%

30%

30%

32%

37%

37%

46%

46%

53%

55%

59%

61%

61%

62%

62%

66%

67% -43

-46

-47

-26

-41

-42

-42

-38

-34

-29

-29

-11

-20

-17

-13

-20

TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – IRELAND

GapImportancePerformance

Q80-Q96. [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) General Population in Ireland (excludes ‘Don’t Know’ responses Q114-Q129. 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 Ireland

28

SKEPTICISM AND DISPERSION REQUIRES REPETITION

4% ONCE (1)

14% TWICE (2)

64% THREE TO FIVE TIMES

12% TEN OR MORE TIMES (10+)

6% SIX TO NINE TIMES (6-9)

29% FOUR OR FIVE TIMES (4-5)

MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES

35% THREE TIMES (3)

Q165. [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? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)

Series119%

33%

67%

73%

30%

44%

54%

75%

85%

Bought shares

Paid more for products/services

Chose to buy products/servicesRefused to buy products/services

Recommended them to a friend/colleagueCriticized them to a friend/colleague

Shared negative opinions online

Sold shares

Shared positive opinions online

ACTIONS TAKEN OVER PAST 12 MONTHS (2011) - GLOBAL

TRUST HAS TANGIBLE BENEFITS IN 2011, 85% OF RESPONDENTS SAID THEY CHOSE TO BUY PRODUCTS/SERVICES FROM A COMPANY THEY TRUST WHILE 73% WOULD REFUSE TO BUY FROM A COMPANY THEY DISTRUST

DISTRUSTED COMPANIES +_ TRUSTED COMPANIES

F118. [TRACKING] 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. (Percent “Yes”) Informed Publics ages 25-64 in 23 countriesF119. [TRACKING] 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. (Percent “Yes”) Informed Publics ages 25-64 in 23 countries

30

LESSONS FOR LEADERS

Observe re-ordering of authority

Old values are not sufficient

Clear opportunity for business

Trust is fragile and perceived behaviors are an anchor

www.edelman.ieTO VIEW THE FINDINGS IN FULL

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