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2017 Edelman Trust BarometerFlash PollMexico’s Trust Challenges—the U.S. Perspective

November 23, 2017

Methodology

2017 Edelman Trust Barometer: 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective: margin of error: +/- 3.1% (N=1,000).

EdelmanTrust Barometer17 years of studying trust

Launched annually at the World Economic Forum Annual Meeting in Davos

2017 EdelmanTrust BarometerOnline survey in 28 countries

33,000+ respondents total

All fieldwork conducted between October 13th and November 16th, 2016

Ages 18+

1,150 respondents per country

Trust Barometer Flash Poll: U.S. Perspective on MexicoOnline survey in the U.S.

1,000 respondents total, ages 18+

All fieldwork conducted between Nov. 3 – Nov. 6, 2017

Using the Edelman Intelligence Command Center, we analyzed media coverage of Mexico in the U.S. A total of 2,103 stories were analyzed for associated topics and sentiment.

2017: Trust Gap Widens

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 25-country global total.

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Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2017

21 pts

19 pts

18 pts

53

60 60

44

48

45

2012 2016 2017

Informed Public

15pt

Gap

9pt

Gap

A 3-point increase in the last year

12pt

Gap

Largest Gaps

MassPopulation

How true is this for you?

Sense of injustice Lack of hope Lack of confidence Desire for change

53%

32%

15%

Majority Believe the System is Failing Them

Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.

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Not at all true

9 8 7 6 5 4 3 2 1

1 in 3 are uncertain

Completely true

System failing System working

Approximately

30 32 32 34

4348 48

55 5660 61 61 64 64

68 68 68

Mex

ico

Braz

il

Indi

a

Chi

na

S. K

orea

Italy

Spai

n

U.S

.

Fran

ce

Japa

n

Net

herla

nds

U.K

.

Aust

ralia

Ger

man

y

Can

ada

Swed

en

Switz

erla

nd

Globally, Mexico is Least-Trusted Country of Origin Among Those Measured

Source: 2017 Edelman Trust Barometer. Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 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.” (Top 4 Box, Trust), countries shown to half the sample. General Population, 25-country global total.

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Trust in companies headquartered in each country, and change from 2013 to 2017

+1+4+7 +11-2 +8 0 +1n/a +6+7+5-3+3+2+2+45-Year Trend

NeutralDistrust Trust

5-Year Trend+−

Mexico has been the least-trusted country of origin in each of the last five years

Mexico Distrusted in 22 of 28 Countries

Source: 2017 Edelman Trust Barometer. Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 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.” (Top 4 Box, Trust), countries shown to half the sample. General Population, across countries.

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Trust in companies headquartered in Mexico, China, and Brazil

China

Mexico

Brazil

50%

14 15 18 18 18 18 19 20 20 22 22 23 23 24 25 27 29 32 33 33 39 40 50 50 56 57 58 61

Swed

en

Pola

nd

Ger

man

y

Irela

nd

Japa

n

Rus

sia

Aust

ralia

Fran

ce

S. K

orea

Net

herla

nds

Spai

n

Hon

g Ko

ng

U.K

.

Can

ada

S. A

frica

Italy

Sing

apor

e

Turk

ey

Arge

ntin

a

Mal

aysi

a

UAE U.S

.

Braz

il

Col

ombi

a

Indo

nesi

a

Chi

na

Indi

a

Mex

ico

14 15 18 18 18 18 19 20 20 22 22 23 23 24 25 27 29 32 33 3339 40

50 5056 57 58 61

Swed

en

Pola

nd

Ger

man

y

Irela

nd

Japa

n

Russ

ia

Aust

ralia

Fran

ce

S. K

orea

Net

herla

nds

Spai

n

Hon

g Ko

ng

U.K

.

Can

ada

S. A

frica

Italy

Sing

apor

e

Turk

ey

Arge

ntin

a

Mal

aysi

a

UAE U.S

.

Braz

il

Col

ombi

a

Indo

nesi

a

Chi

na

Indi

a

Mex

ico

Trust in Mexican Companies Has Increased in 18 Countries since 2013

Source: 2017 Edelman Trust Barometer. Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 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.” (Top 4 Box, Trust), countries shown to half the sample. General Population, across countries.

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Trust in companies headquartered in Mexico, and change from 2013 to 2017

5-Year Trend

NeutralDistrust Trust

5-Year Trend+−

-10 +7 +4 +1 -6+11 -5 +10 n/a+19 +14 +14 -1+4 +6 +4 0-5+3-2 +6+2 +9 n/a +13 -2+5 +4

50%

2936

40 4044

51 53 53 54 5661 64 65 65 67

74 75

Chi

na

Indi

a

Braz

il

Mex

ico

S. K

orea

Japa

n

Ger

man

y

Italy

Fran

ce

Spai

n

Net

herla

nds

U.K

.

Swed

en

Switz

erla

nd

Aust

ralia

U.S

.

Can

ada

In U.S., Brand Mexico Gaining Ground—But Remains in Bottom Tier

Source: 2017 Edelman Trust Barometer. Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 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.” (Top 4 Box, Trust), countries shown to half the sample. General Population, U.S.

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Trust among U.S. in companies headquartered in each country,and change from 2013 to 2017

+21+17+7 +7+11 +15 +5 +11+14 +8+7n/a+15+17+19+12+11

NeutralDistrust Trust

5-Year Trend+−

5-Year Trend

In U.S., Brand Mexico Tarnishedby Government Image and Business Practices

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree)

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Percent of U.S. respondents who agree with each of the following statements

32

42

54

59

Products and services from Mexico are of low quality

Mexico does not have adequate laws to protect the environment

Mexico does not pay its workers a fair wage

There is a lot of corruption within the Mexican government

Product quality is not the problem

Few High-Profile Mexican CEOs

Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and use their full names in the boxes below. General Population, [Open ended question, coded for industry sector], 10-country global total.

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Percent who mention each CEO name, 10-country global data (unaided)

10% Mark Zuckerberg 8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim

3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2% Richard Branson

Few High-Profile Mexican Brands

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?

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23 Quid analysis of 2,103 stories in U.S.-based media outlets from Aug. 15-Nov. 15, 2017.Topics related to Sports and Travel & Hospitality were excluded.

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Topic Clusters

! Trade 19%

! Business 16%

! Earthquake 16%

! Crime 13%

! Immigration 10%

! Hurricane 8.7%

! International Relations 5.7%

! Border 4.8%

! Academia 3.7%

! Health 0.24%

! Cards Against Humanity 0.19%

U.S. Media on Mexico: What’s Being Covered

U.S. Media Coverage of Mexico Slants Negative

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23 Quid analysis of 2,103 stories in U.S.-based media outlets from Aug. 15-Nov. 15, 2017.Topics related to Sports and Travel & Hospitality were excluded.

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Sentiment summary

! Positive 37%

! Neutral 31%

! Negative 30%

U.S. Ambivalent on Relationship With Mexico

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree)

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61% agree

48% agree with

one or more

Build a stronger, more collaborative relationship with Mexico

• End flow of immigrants• Build a border wall• Withdraw from NAFTA

vs.

4250

21 25

4760

1526

6250

57 576045 51 46

Trust Diverges Along Voting Lines

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Percent trust in the four institutions of government, business, media and NGOs, pre- and post-election, Trump vs. Clinton voters

Source: 2017 Edelman Trust Barometer Q11-620 and U.S. Flash Poll. 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) Audience: U.S. General Population of Trump and Clinton voters who participated both in main and re-contact study.

+10 -6 +1

-6-5-2

+5

Media highly distrusted by Trump voters; declines among both

Government highly distrusted by Trump voters

Change+−

Pre-election Post-election

Trump Voters

Clinton Voters

-11

Business MediaNGOs Government

Trump Voters Most Fearful of Immigration & Globalization

Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation. 16

Percent of voters for each candidate who have specific fears

Trump Voters

67% are fearful

45% are fearful

Immigration 46 +29

Globalization 44 +25

Eroding Social Values 35 +14

Corruption 34

Pace of Innovation 20

Immigration 17

Globalization 19

Eroding Social Values 21

Corruption 29

Pace of Innovation 15

Trump voters twice as likely to fear globalization and immigration than Clinton voters

Clinton Voters

Republicans Far More Negative on Mexico Than Democrats

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), by political affiliation.

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Percent of U.S. respondents who agree with each of the following statements

26

26

38

52

56

47

53

53

58

67

Products and services from Mexico are of low quality

NAFTA has killed more jobs in the U.S. than it has created

Mexico does not have adequate laws to protect the environment

Mexico does not pay its workers a fair wage

There is a lot of corruption within the Mexican government

Republican

Democrat

Bipartisan agreement on corruption and unfair wages

Republicans Deeply Concerned About Immigration

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), by political affiliation.

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Percent of U.S. respondents who agree with each of the following statements

19

29

62

62

Build a wall along the Mexico-U.S. border

End flow of immigrants from Mexico

Republican

Democrat

2xstronger support for anti-immigration policies

3xstronger support for a border wall

1 in 2 Americans Believe it is Unsafe to Travel to Mexico

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23 Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), total and by political affiliation.

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Percent of U.S. respondents who agree with each of the following statements

35

46

44

42

34

60

35

41

50

I feel uncomfortable travelling to Mexico given the negative things the President has said

I would eagerly go to Mexico for a vacation

It is dangerous for Americans to travel in Mexico

Republican

Democrat

All Americans

59% have never been to Mexico

Who is going to tell the real story about Mexico?

20

Average Person More Credible on Mexicothan Officials or the Media

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23. Q2: In general, if you heard information about Mexico from each of the sources listed below, how credible would the information be to you--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, Credible)Source: 2017 Edelman Trust Barometer. Q130-747. 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), question asked of half the sample. General Population, 28-country global total.

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Percent of U.S. respondents who rate each spokesperson as extremely/very credible when hearing information about Mexico

21

21

22

26

28

30

31

34

36

39

CEO of a Mexican company

Mexican news media

Mexican government official

Mexico Tourism Board

Spanish language news media in the U.S.

Mainstream U.S. news media

The President of the U.S.

U.S. government officials who are Mexican American

Average person who has visited or lived in Mexico

Average person who is Mexican American Most credible spokespeople on companies:

60% Person like myself

60% Technical expert

60% Academic expert

Americans Who Have Visited Mexico Far More Likely to Trust Mexican Companies

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23 Q1: First, we would like to focus on global companies headquartered in specific countries. (Top 4 Box, Trust), among those who have never been to Mexico vs. those who have visited Mexico.

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Trust in companies headquartered in each country, among U.S. respondents …

28% Trust

43% Trust

…who have never been to Mexico (59% of total)

…who have visited Mexico (41% of total)

Americans Who Have Visited Mexico Far More Likely to Want a Stronger Relationship

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Percent who agree, among U.S. respondents …

“America’s interests will best be served by building a stronger, more

collaborative relationship with Mexico”54% 71%

Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23 Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), among those who have never been to Mexico vs. those who have visited Mexico.

…who have never been to Mexico (59% of total)

…who have visited Mexico (41% of total)

agree agree

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Building a Stronger U.S. - Mexico Relationship

1.Refute the negatives

2. Address U.S. interests

3.Mobilize the travelers and experts

Thank You

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