2015EDELMAN TRUST BAROMETER

IRELAND RESULTS

84%Chose to buy products or services

WHY TRUST MATTERS IN IRELANDWhere a company is trusted

74%Recommended them to a friend

55%Paid more for products or services

42%Shared positive opinions online

THE STATE OF TRUST

PG 4

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015

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

BUSINESS

66% 63%

2014 2015

#1

53% 51%

2014 2015

#3

59%57%

2014 2015

#2

45% 48%

2014 2015

#4GOVERNMENTMEDIA

NGOS

Informed

Public

PG 5

IRELAND

PG 6

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

VS. 2015

TRUST IN INSTITUTIONS

BUSINESS

GOVERNMENTMEDIA

NGOS

Informed

Public

37% 34%

2014 2015

#3

58%48%

2014 2015

#141% 38%

2014 2015

#2

21%26%

2014 2015

#4

PG 7

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

Informed

Public

PG 8

TRUST IN BUSINESS

PG 9

Lower Trust in 16 CountriesIncreased Trust in 11 Countries

% Trust

50%

TRUST IN BUSINESS, 2014 VS. 2015

TRUST IN BUSINESS:HALF BELOW 50%

Informed

Public

2014 2015

59

82 8279

70

54

63

58

45 4543

38

7377

72 71

56

51

59

53

6258 57

4549

4341

39

57

85 84 84

73

6664

60

53

4845

43

72 7067

61

5249 48 48 47 46 45 45

42 4138 36

PG 10

FOUR KEY FACTORS AFFECT TRUST IN BUSINESS

COUNTRY OF ORIGIN

INDUSTRY SECTOR

LEADERSHIP

ENTERPRISE TYPE

BUSINESS

All are showing similar patterns of a post-recovery increase in trust,

followed by new declines in the last 12 – 18 months

PG 11

50%

63%65%

57% 56%53% 52% 51%

47%45%

49%

40%37%

26%

20%

15%

68%

61% 60% 60% 59%57% 57%

53% 52%

46% 46%

36% 35%

30%

21%

TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014

INDUSTRY SECTORS: TECHNOLOGY MOST TRUSTED

Informed

Public

2014 2015

More Trust Less Trust

PG 12

50%

57%

68%

State-owned Big Business Family-owned

Informed

Public

GLOBAL IRELAND

TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. IRELAND

ENTERPRISE TYPE

33%36%

76%

State-owned Big Business Family-owned

PG 13

TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY,

FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)

COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED

Company’s

Country of Origin Type of Market

Percent in Market

Who Trust the Company

DEVELOPING

Country Multinational

Doing Business…

… in a Developing Country 57%

… in a Developed Country 22%

DEVELOPED

Country Multinational

Doing Business…

… in a Developing Country 77%

… in a Developed Country 58%

Informed

Public

PG 14

CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN IRELAND

LEADERSHIP

68%

56% 56%53% 54%

49%

29%

36%

78%

62%

57%54% 53% 52%

34% 33%

Academic orIndustry Expert

CompanyTechnical Expert

A PersonLike Yourself

RegularEmployee

NGORepresentative

Financial orIndustry Analyst

CEO GovernmentOfficial

or Regulator

2014 2015

More Trust Less Trust

Informed

Public

PG 15

WHO IS TRUSTED?

PG 16

Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries

50%

TRUST IN MEDIA, 2014 VS. 2015

TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA

2014 2015

Informed

Public

% Trust

53

78

70 71

60

4548

40 40

35

42

30

19

79

70

6163

5558 59

54

48

63

54

4144

3740

51

80 7976

62

51 5048 47

44 43 42

20

77

59 57 5652

47 46 45 43 41 4038

34 3431

PG 17

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN IRELAND

MEDIA SOURCESTRADITIONAL MEDIA MOST TRUSTED

Informed

Public

74%

64%

61%

56%

45%

37%37% 39%

30%

19%

26%

25%

53%

43%

50%

52%

26%22%

24%

27%

2012 2013 2014 2015

Online Search Engines

Traditional Media

Hybrid Media

Social Media

Owned Media

PG 18

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

SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN IRELAND

MEDIA SOURCESNEWSPAPERS NOW USED FIRST AND FOREMOST

Informed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH

The First Source for

General Information

The First Source for

Breaking News

Source Used Most to

Confirm/Validate News

30%

25%

37%

16% 16%

12%

22%19%

23%

2013 2014 2015

22%

25%

37%33%

25%

16%

19%21%

18%

2013 2014 2015

25%

23%

33%

25%

28%

21%

27% 28%27%

2013 2014 2015

TRUST AND INNOVATION IN BUSINESS

PG 20

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

TRUST IN BUSINESS INNOVATION

44% Too Fast29% Too Slow

Informed

Public

22% Just Right

PG 21

24%

30%

35%

54%

66%

70%

Make the World a Better Place

Improve People's Lives

Personal Ambition

Greed/Money

Business Growth Targets

Technology

DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:

INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY

Informed

Public

European OmbudsmanEdelman Trust Barometer Launch25 February 2015

For Further Information Visit

www.edelman.ie