2014EDELMAN TRUST BAROMETER

ENERGY

GLOBAL

ONLINE SURVEY

IN 27 COUNTRIES

• 33,000 respondents

• 6 years in 20+ markets

• 9 years in 10+ markets

GENERAL

POPULATION

• 1,000 respondents per country surveyed

• Ages 18+

• 3 years in 25+ markets

• Fieldwork runs each October

INFORMED

PUBLICS

• 500 respondents in U.S. and

China & 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

• 14 years of data

Edelman’s 14th Annual Survey

Indicates UK data

A ‘UK Supplement’ survey was fielded from

9th – 13th January 2014 prior to the launch

of the Trust Barometer in London (Online,

nationally representative 1,001 general

public respondents).

An ‘Energy Supplement’ survey was fielded

from 25th – 27th April 2014prior to the

Energy Trust Event (Online, nationally

representative 2,039 general public

respondents).

Data from the main Trust Barometer study is marked

Data from the UK Supplement is marked

Data from the Energy Supplement is markedJAN

OCT

Indicates Global data APR

The Trust Barometer and Supplements were conducted by Edelman Berland. The firm specialises in qualitative and quantitative research, measurement,

tracking and analysis in reputation, branding and communications.

Edelman Berland is a global, full-service market insights firm that provides corporate, non-profit and government clients with strategic intelligence to

make their communications and engagements with stakeholders the smartest they can be.

UK TRUST IN INSTITUTIONS IS DOWN SIGNIFICANTLY ON 2013 WITH THE EXCEPTION OF NGOS; GROWING GAP BETWEEN UK TRUST AND GLOBAL TRUST

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) Informed Publics in 20-country global total vs. UK total3

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014, GLOBAL VS. UK

NGOS BUSINESS GOVERNMENT

GLOBAL

UK

MEDIA

63%

64%61%

67%

2013 2014

#1

58% 58%

56% 56%

2013 2014

#2

57%52%

47% 41%

2013 2014

#3

48%44%

47%42%

2013 2014

#4

OCT

ENERGY SUFFERS FROM A SIGNIFICANT TRUST DEFICIT WHEN COMPARED TO LEVELS OF TRUST IN BUSINESS

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”.; 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 Public4

TRUST IN ENERGY INDUSTRY VS. TRUST IN BUSINESS - UK

OCT

56%TRUST IN BUSINESS

32%TRUST IN THE

ENERGY INDUSTRY

TRUST IN BUSINESS

TRUST IN ENERGY0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

32%

56%

UK HAS HIGHEST PROPORTION OF DISTRUSTERS IN ENERGY OF ANY MARKET SURVEYED

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 and Bottom 4 Box, Distrust) General Population

in 27-country global total and across 27 countries5

TRUST IN ENERGY INDUSTRY VS. DISTRUST IN ENERGY INDUSTRY

TRUSTERS IN ENERGY INDUSTRY

DISTRUSTERS IN ENERGY INDUSTRY

56%

81%78%

76%74%

71%69% 69% 68% 67%

62%

56% 55% 55% 54% 54% 53% 52%50%

48% 48% 47%44% 41% 41%

36% 36%

31%

24%

6%9% 10% 9% 9%

16%

9%12%

18%16%

24% 24% 23%

29% 28% 28% 26%30%

27%

22%

32%

37%41% 38%

43%

38%

54%

OCT

54%

41% 39%

20%

12%8%6%

16% 16%

29%

36%

57%

Norway USA EU Qatar Ukraine Russia

NORWAY AND THE USA ARE MOST THE MOST TRUSTED ENERGY TRADING PARTNERS;LESS THAN ONE IN TEN VIEW RUSSIA AS TRUSTWORTHY

6

TRUSTWORTHINESS OF COUNTRIES AS ENERGY TRADING PARTNERS

NET TRUSTWORTHY

NET NOT TRUSTWORTHY

Q3. Please indicate how trustworthy you think each of the following countries are as energy trading partners. (NET Trustworthy: Very/Somewhat Trustworthy; NET Not

Trustworthy: Somewhat untrustworthy/Not trustworthy at all )

Base: n=2039

APR

ENERGY INDUSTRY SINKS TO THE LEAST TRUSTED IN THE UK, ALONGSIDE BANKS

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 Publics7

TRUST IN INDUSTRIES, 2013 VS. 2014 - U.K.

OCT

79%

77%

71%

70%

69%

69%

64%

64%

62%

59%

49%

44%

43%

32%

32%

TECHNOLOGY

CONSUMER ELECTRONICS MANUFACTURING

BREWING AND SPIRITS

FOOD AND BEVERAGE

CONSUMER PACKAGED GOODS

ENTERTAINMENT

AUTOMOTIVE

CONSUMER HEALTH COMPANIES

TELECOMMUNICATIONS

PHARMACEUTICALS

CHEMICALS

FINANCIAL SERVICES

MEDIA

BANKS

ENERGY29%

34%

36%

38%

47%

55%

56%

56%

57%

60%

62%

65%

66%

66%

72%

BANKS

FINANCIAL SERVICES

MEDIA

ENERGY

CHEMICALS

TELECOMMUNICATIONS

PHARMACEUTICALS

CONSUMER HEALTH COMPANIES

CONSUMER PACKAGED GOODS

ENTERTAINMENT

BREWING AND SPIRITS

AUTOMOTIVE

FOOD AND BEVERAGE

CONSUMER ELECTRONICS MANUFACTURING

TECHNOLOGY

20142013

NEARLY SIX IN TEN REPORT TRUSTING THE ENERGY INDUSTRY LESS THIS YEAR, LARGELY BECAUSE OF INCREASING COST OF BILLS

Thinking about everything you have read, seen or heard about each of the following industries in the last year, please indicate how much your trust in each industry has

changed over the past year [Energy] (Excl. Don’t knows); Using a five-point scale where 1 means “not had an impact at all” and 5 means “had a very large impact”, how

much of an impact have each of the following had on decreasing your trust in the energy industry over the last year? [Top 2 box: 4-5] General Publics8

THE CHANGE IN TRUST IN THE ENERGY

The reasons why they

reported a decrease

in trust…

JAN

36%

38%

42%

69%

82%

Low reliability of service

Limited range of tariffs

Poor customer service

Levels of profit in the industry

Increasing price of bills

59%

WHILE THE LEAST TRUSTED INDUSTRY, NEARLY SIX IN TEN EITHER TRUSTOR ARE NEUTRAL TOWARDS THE SHALE GAS INDUSTRY

Q1. Thinking about specific sectors within the energy industry, please indicate how much you trust businesses in the following industries to do what is right. Please use 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”. (Trust: 6-9, Neutral: 5, Distrust: 1-4) [Excl. don’t

knows]

Base: n=20399

TRUST IN SECTORS WITHIN THE ENERGY INDUSTRY TO DO WHAT IS RIGHT

TRUST

NEUTRAL

61%57%

48%43%

33%

21% 21%27%

23% 26%

18%22%

26%

33%

41%

Solar energy industry Wind-generated energy industry Natural gas industry Nuclear industry Shale gas industry

DISTRUST

APR

TWO | The Intersection BetweenBusiness and Government

MAJORITY BELIEVE THERE IS NOT ENOUGH GOVERNMENT REGULATION OF THE FINANCIAL SERVICES AND ENERGY INDUSTRIES

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. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much,

not enough or the right amount? (Not Enough, Too much) Informed Publics. 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. Q264. When it comes to government regulation of the food and

beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics11

GOVERNMENT REGULATION OF BUSINESS AND SECTORS - U.K.

OCT

43%

64%

73%

38%

17%

4% 2%5%

Government Regulation of

Business

Government Regulation of

Financial Services Industry

Government Regulation of the

Energy Industry

Government Regulation of the

Food & Beverage Industry

TOO MUCH

NOT ENOUGH

OVER HALF REPORT THEY WOULD TRUST THE ENERGY INDUSTRY MORE IF IT WAS UNDER STATE CONTROL

Would you trust the energy industry more if it was under Private control or State control?12

WOULD YOU TRUST THE ENERGY INDUSTRY MORE IF IT WAS UNDER…

JAN

56%

18%

26%

State control Private control Don't know

THREE | Building Trust

WHY DOES TRUST MATTER?

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.; 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. General Publics14

THE EFFECTS THAT BEING TRUSTED OR DISTRUSTED WILL HAVE ON A COMPANY’S BOTTOM LINE

JAN

10%

32%

36%

51%

63%

CHOSE TO BUY PRODUCTS/SERVICES

RECOMMENDED THEM TO A FRIEND/COLLEAGUE

PAID MORE FOR PRODUCTS/SERVICES

SHARED POSITIVE OPINIONS ONLINE

BOUGHT SHARES

REFUSED TO BUY PRODUCTS/SERVICES

CRITICIZED THEM TO A FRIEND/COLLEAGUE

SHARED NEGATIVE OPINIONS ONLINE

SOLD SHARES

DISTRUSTED COMPANIES TRUSTED COMPANIES

53%

56%

30%

6%

CONSUMERS BELIEVE BUSINESSES SHOULD BE ACTIVE PARTICIPANTS IN THE DEBATES THEIR INDUSTRY IS ENGAGED IN

Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics15

PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - U.K.

OCT

The financial services industry should be a more active participant in the broader

debate over the future of the UK banking system

When policymakers are developing new regulations on businesses and industries,

they should consult with multiple stakeholders (i.e. NGOs, academics, the affected

businesses/industries, etc.) before making final decisions

The energy industry should be a more active participant in the broader debate over

UK energy policy

The food and beverage industry should be a more active participant in the broader

debate in UK over solutions to food and nutrition policy issues

63%

82%

70%

65%

ENGAGEMENT AND INTEGRITY ARE KEY TO BUILDING TRUST

16

19%

15%

16%

16%

22%

18%

17%

19%

19%

19%

25%

21%

21%

24%

22%

25%

27%

29%

29%

30%

33%

40%

40%

43%

50%

52%

54%

55%

56%

58%

59%

61%

CONSISTENT FINANCIAL RETURNS

PARTNERS WITH THIRD PARTIES

TOP GLOBAL COMPANY

ADMIRED TOP LEADERSHIP

INNOVATOR

ADDRESSES SOCIETY'S NEEDS

POSITIVELY IMPACTS COMMUNITY

PROTECTS ENVIRONMENT

COMMUNICATES OFTEN

IS ETHICAL

HIGH QUALITY PRODUCTS

ACTS RESPONSIBLY IN CRISIS

TRANSPARENT & OPEN

LOOKS AFTER EMPLOYEES

CUSTOMERS BEFORE PROFITS

LISTENS TO CUSTOMERS BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS (UK).

INTEGRITY

PURPOSE

OPERATIONS

PRODUCTS & SERVICES

ENGAGEMENT

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; Q114-129. 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,

43% 42% 41%

Regulators Energy companies The government

ALL STAKEHOLDERS HAVE A RESPONSIBILITY; THERE’S NO DIFFERENTIATION IN TRUST BETWEEN REGULATORS, ENERGY COMPANIES OR THE GOVERNMENT IN KEEPING THE LIGHTS ON

Q4. Again on 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’, please indicate how much you trust

the following bodies to keep the lights on in the UK. (Trust: 6-9)

Base: n=203917

TRUST IN BODIES TO KEEP THE LIGHTS ON IN THE UK

APR