WHO DO WE TRUST?

Robert PhillipsPresident & CEO Edelman EMEAEdelman

TEN YEARS OF TRUST DATA

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Rising Influence of

NGOs

Fall of the celebrity

CEO

Earned media more

credible than

advertising

U.S. companies in Europe suffer trust discount

Trust shifts from

“authorities” to peers

“A personlike me”

emerges as credible

spokesperson

Business more trusted than government and media

Young influencers have more

trust in business

Business must partner

with government

to regain trust

Trust is now an

essential line of

business

Trust protects reputation

When a companyis distrusted

When a companyis trusted

25%

57%will believenegative information

after hearing it 1-2 times 51

%will believe positive information after hearing it 1-2

times

will believe positive

information after hearing it 1-2 times

15%

will believe negative

information after hearing it 1-2 times

TRUST PROTECTS REPUTATION

celebrate complexity

TRUST IN GOVERNMENT IS HIGHER IN RUSSIA & CHINA THAN US & UK

70%

60%

50%

40% 37%

46%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

90%

80%

30%

20%

72%

39%

TRUST IN INSTITUTIONS

70%

60%

50%

40%

MEDIA

BUSINESS

2008 2009 2010 2011

90%

80%

30%

20%

NGOs

GOVERNMENT40%

46%

30%

43%

27%

38%31%

46% 36%

59% 54%46%

63%

45%

63%55%

“Here is the fact of the age. People believe nothing. They believe everything is spin and

lies. When people believe nothing, they believe anything”

Peggy Noonan

SHARED VALUESPAYS DIVIDENDS

70%

60%

50%

40%

56%

2009 2010 2011

53%

45%

58%

65%

55%

65% 69%

61%

ENERGY COMPANYFOOD & BEVERAGECOMPANY

RETAIL COMPANY

Profit Needs Purpose

NGOS ARE TRUSTED70%

60%

50%

40%

48%

36%31%

52%

59%

54%

53%53%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

SIX MACRO TRENDS1. Shift from Shareholder to a Stakeholder

Society2. The oscillating fortunes of Governments3. The continued rise of Civil Society &

Citizenship4.The continued dispersion of authority5.Transparency & Accountability6.The convergence of everything

celebrate complexity

MEANINGFUL.CONTINUOUS.PARTICIPATION.

employee welfareTRUST

trans

pare

ncy

qual

ityHIGH QUALITYproducts or services

transparent & HONEST business practicesA COMPANY I CAN TRUST

Treats employees well

Communicates FREQUENTLY & HONESTLY on state of its

business

prices its brands fairly & competitively

GOOD CORPORATE CITIZEN

inno

vato

r of

new

prod

ucts

, se

rvice

s &

idea

s

HIGHLY-REGARDED & widely ADMIRED top leadership

Delivers consistent financial returns to investors

TRUS

T