2015 Edelman Trust Barometer - Energy Sector Results

2015EDELMAN TRUST BAROMETERGLOBAL RESULTS

ENERGY SECTOR

2

EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY

Informed Public

• 500 respondents in U.S.

and China, and 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

• 15 years of data

General Online Population

• 1,000 respondents per

country surveyed

• Ages 18+

• 4 years in 25+ markets

Online Survey in 27 Countries

• 33,000 respondents



3

2015 TRUST IS ESSENTIAL TO INNOVATION

2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE

2013 CRISIS OF LEADERSHIP

2012 FALL OF GOVERNMENT

2011 RISE OF AUTHORITY FIGURES

2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS

2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST

2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS

2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA

2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON

2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS

2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT

2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING

2002 FALL OF THE CELEBRITY CEO

2001 RISING INFLUENCE OF NGOS

TRUST IN RETROSPECT

4

2014: A YEAR OF THE

UNPREDICTABLE & UNIMAGINABLE

5

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

The Trust Index is an average of a country’s trust in

the institutions of government, business, media and

NGOs.

27-country global total.

Informed

Public

6

DEFICIT NEARLY 10

POINTS LOWER AMONG

GENERAL POPULATION,

WITH AN AVERAGE 3

POINT DECREASE IN

TRUST ACROSS ALL

COUNTRIES

THE NEW TRUSTDEFICIT:

TR

US

TE

RS

NE

UTR

AL

DIS

TR

US

TE

RS

2015

GLOBAL 55

2015

GLOBAL 46

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

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

India 68

UAE 68

Indonesia 67

China 63

Singapore 60

Malaysia 53

Canada 52

Netherlands 52

Mexico 51

Brazil 50

Hong Kong 47

U.S. 44

Argentina 43

Australia 42

Germany 42

Italy 42

S. Africa 42

Russia 40

U.K. 39

France 38

S. Korea 38

Sweden 37

Poland 36

Spain 36

Turkey 35

Japan 34

Ireland 32

Nearly 2/3 of countries are nowDISTRUSTERSamong the General Online Population

Informed

Public

General

Population

The Trust Index is an average of a country’s trust in

the institutions of government, business, media and

NGOs.


7

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

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 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) Informed Publics in 27-country global total.

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

8

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

9

50%

8077

72

66 67 6663 64

61 61 6157

53 54 52

7875

7167 67 66

63 63 61 60 6057

54 53 51

TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014

INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE

Informed

Public

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 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) Informed Publics, 27-country global total.

2014 2015

More Trust Less Trust

% Trust

*% of countries in which trust decreased

10

50%

76% 75% 75% 74%70% 69% 68% 65% 62%

51% 51% 50%

38% 36% 35% 34% 31%

TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES

COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED

Most Trusted

Informed

Public

Q26-Q42. [TRACKING] 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) Informed Publics, 27-country global total.

11

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, 27-country global total.

CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015

LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEO

70%68%

63%

54% 55%53%

46%

37%

70%67%

63%

56%53%

49%

43%

38%

Academic orIndustry Expert

CompanyTechnical Expert

A Person LikeYourself

NGORepresentative

Financial orIndustry Analyst

RegularEmployee

CEO GovernmentOfficial orRegulator

2014 2015


Informed

Public

12

44% 45%

72%

64%

75%

69%

TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,

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

ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS

Informed

Public

Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of

business to do what is right using a nine-point scale, where one means that you “do not trust them at all” and


Edelman’s 2014 Summer Trust

Supplement found that, in most

emerging markets, large family-

owned businesses were the most

trusted company type, whereas

small family-owned businesses

were significantly less trusted.

Note that this distinction between

large and small family-owned

companies used for the Summer

Report makes direct comparisons

with the 2015 Barometer not

possible.

DEVELOPED COUNTRIES DEVELOPING COUNTRIES

State-owned Big Business Family-ownedState-owned Big Business Family-owned

TRUST IN ENERGY DEEP DIVE

14

ENERGYINDUSTRY MORE TRUSTED BY INFORMED PUBLIC IN MOST COUNTRIESTRUST IN THE ENERGY

SECTOR, INFORMED

PUBLIC VS. GENERAL

ONLINE POPULATION

TR

US

TE

RS

NE

UTR

AL

DIS

TR

US

TE

RS

2015

GLOBAL 60

India 86

UAE 85

China 84

Indonesia 80

Singapore 75

Malaysia 73

Brazil 69

Russia 68

Hong Kong 66

Mexico 65

S. Korea 63

Italy 60

U.S. 59

France 57

Netherlands 56

S. Africa 50

Canada 49

Japan 49

Australia 49

Poland 48

Turkey 47

Spain 46

Ireland 46

Sweden 44

Argentina 42

U.K. 38

Germany 37

2015

General

Population

Informed

PublicGLOBAL 55

India 80

UAE 75

Indonesia 75

China 74

Singapore 69

Malaysia 69

Brazil 65

Mexico 64

Hong Kong 62

U.S. 59

S. Korea 58

Italy 56

Russia 56

France 54

Canada 53

Netherlands 51

S. Africa 51

Poland 48

Argentina 47

Ireland 47

Japan 44

Turkey 43

Australia 43

Germany 40

Sweden 39

U.K. 37

Spain 34

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, 27-country global total and General Population, 27-country global total.

General Online

Population

has equal or greater

Trust in

• Mexico (-1)

• U.S.

• Canada (+4)

• S. Africa (+1)

• Poland

• Argentina (+5)

• Ireland (+1)

• U.K. (-1)

15

53%57% 57%

56%

55%

61%

60%

53%

59% 59%60%

2009 2010 2011 2012 2013 2014 2015

Trust in Energy

50%

TRUST IN ENERGY SECTOR VS. TRUST IN BUSINESS, 2009 – 2015,

GENERAL ONLINE POPULATION VS. INFORMED PUBLIC

LONG-TERM TREND: A GROWING GAP IN TRUST BETWEEN GENERAL POPULATION AND INFORMED PUBLIC

Informed

Public

47%

50%49% 49%

50%

54%56%

53%

58% 58%57%

2009 2010 2011 2012 2013 2014 2015

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 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) Informed Publics 20-country global total and General Population, 25-country global total.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 20-country global total and General Population, 25-country global total.

General

Population

16

56

74

5654 55

48 4744

41

36 36

31

81

7678

6971

6769 68

62

5452 53

55

4850

41

55

75

5956 56

54

48 4743

40 3937

80

75 74

69 6965 64

6258

5351 51

4744 43

34

Lower/Equal Trust in 16 Countries

50%

TRUST IN ENERGY INDUSTRY, 2014 VS 2015

TRUST IN ENERGYDECLINING IN 60% OF COUNTRIES SURVEYED

2014 2015

General

Population

Increased Trust in 11 Countries

% Trust; emphasis on changes of 5 points or more

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) General Population, 27-country global total.

-7-7-8-5-6-5+6+6

17

50%

70%

57%54%

50% 50%

68%

57%

49% 49%

41%

Renewables/

Cleantech*

Natural Gas Utilities Oil Mining Pipelines Nuclear

TRUST IN VARIOUS INDUSTRY SUB-SECTORS, 2014 VS. 2015

INDUSTRY SUB-SECTORS:NUCLEAR IS LEAST TRUSTED

General

Population

Q61C-65C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population, 27-country global total.

*2014: “Renewables (wind, solar, biofuels, geothermal, etc.),” 2015: “Cleantech (electric vehicles, smart grid, wind and solar power)”

20152014

No

t A

va

ilab

le

Not A

vaila

ble

Not A

vaila

ble

Not A

vaila

ble

18

TRUST IN VARIOUS INDUSTRY SUB-SECTORS, GLOBAL AND REGIONAL - 2015

68%

57%

49% 49%

41%

63%59%

44%47%

41%

73%

60%

55% 54%

43%

64%

47%

36%38% 33%

71%

66%

60% 59%

46%

Cleantech Natural Gas Oil Pipelines Nuclear

Global North America Latin America EU APAC

TRUST IN ENERGY INDUSTRY SUB-SECTORSVARIES ACROSS REGIONS

General

Population

Q61C-65C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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”. General Population, 27-country global total and across 5 regions.

19

TOP ACTIVIST CORPORATE TARGETSENERGY MOST TARGETED SECTOR

Source: SigWatch

20

ENERGY ISSUES AMONG THE MOST ACTIVE18 OUT OF 20 TOP CAMPAIGN ISSUES TARGET THE ENERGY SECTOR

Most Active Issues – 2000-2014

= Energy specific

Source: SigWatch

TRUST AND INNOVATION IN BUSINESS

22

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

Q349-351. Below are a number of statements. For each, please think about the pace of development and change

in business and industry today and select the response that most accurately represents your opinion. (Not

Enough, Too Much) Informed Publics, 27-country global total.

TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN

51% Too Fast28% Too Slow

Informed

Public

19% Just Right

23

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

Q353. From the list below, what do you believe are the top three drivers of change in business and industry

today? Informed Publics, 27-country global total.

24

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY,

INFORMED PUBLIC VS. GENERAL ONLINE POPULATION

BUSINESS INNOVATION: HYDRAULIC FRACTURING IS SIGNIFICANTLY DISTRUSTED

61%

49%44%

39%

25%

69%

59%55%

47%

32%

Electronic and

Mobile Payments

Electronic and

Personal Health

Trackers

Cloud Computing Hydraulic

Fracturing

Genetically

Modified Foods

Electronic and

Mobile Payments

Electronic and

Personal Health

Trackers

Cloud Computing

Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust

each of these recent developments? Informed Publics, 27-country global total.

50%

General

Population

Informed

Public

25

TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,

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

Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each

of these recent developments? Informed Publics, 27-country global total.

BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE

+29 +19 +26 +21 +6

83%

72% 71%

60%

37%

54% 53%45%

39%

31%

Electronic and

Mobile Payments

Electronic and

Personal Health

Trackers

Cloud Computing Hydraulic

Fracturing

Genetically

Modified Foods

DEVELOPING COUNTRIES DEVELOPED COUNTRIES

Informed

Public

50%

… but do not take customers in developing markets for granted.

26

50%

TRUST IN HYDRAULIC FRACTURING

HYDRAULIC FRACTURINGDISTRUSTED IN 19 OF 27 COUNTRIES SURVEYED

% Trust in Hydraulic Fracturing

General

Population


Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? HYDRAULIC FRACTURING [A PROCESS IN WHICH NATURAL GAS IS EXTRACTED FROM ROCK BENEATH THE EARTH'S SURFACE] General Population, 27-country global total and across 27 countries.

39

73

6158

5653 52 51 50

4745 44 43

39 3835

3330 30 29 29 28 28

26 2523 22

18

27

50%

TRUST IN ENERGY INDUSTRY VS TRUST IN INDUSTRY TO IMPLEMENT NEW DEVELOPMENT

TRUST IN INDUSTRY DOES NOT GUARANTEE LICENSE TO INNOVATE

General

Population

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 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) General Population, 27-country global total and across 27 countries.Q360-364. Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? General Population, 27-country global total and across 27 countries.

Energy Industry Trusted Equally/More in All 27 Countries

Trust IndustryTrust Industry to Implement

Hydraulic Fracturing

% Trust

55

80

75 75 74

69 6965 64

6259 58

56 5654 53

51 5148 47 47

44 43 4340 39

3734

41

74

61 61

56

50

5558

52

4643

48

37

2933 33

2927

4139

22

3032

30

22 23

35

29

28

NOT ON INDUSTRY TERMS: OPPOSITION CO-OPTED “FRACKING” BEFORE THE TECHNOLOGY CAME INTO PUBLIC CONSCIOUSNESS

Source: Google

Trends

29

52% Not enough government regulation of the energy industry

43% Trust policy makers to implement appropriate regulations on the energy

industry

69% When policymakers are developing new regulations, they should consult

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

businesses/industries, etc.)

69% The energy industry should be a more active participant in the broader

debate over energy policy

PERCENT OF RESPONDENTS WHO AGREE:

ENERGY REGULATIONS:INDUSTRY HAS THE LICENSE TO ENGAGE

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? General Population, 27-country global total and across 27 countries. Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “I trust policymakers to develop and implement appropriate regulations on the energy industry.” Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “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.” Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “The energy industry should be a more active participant in the broader debate over [INSERT COUNTRY] energy policy.”

General

Population

We Need More Regulation—But Don’t Trust Policy Makers Alone

The Energy Industry Needs To Engage

BUILDING TRUST

31

16 KEY ATTRIBUTES TO BUILDING TRUST

INTEGRITY

Has ethical business practices

Takes responsible actions to address an issue or crisis

Has transparent and open business practices

ENGAGEMENT

Listens to customer needs and feedback

Treats employees well

Places customers ahead of profits

Communicates frequently and honestly on the state of its business

PRODUCTS & SERVICES

Offers high-quality products or services

Is an innovator of new products, services or ideas

PURPOSE

Works to protect and improve the environment

Addresses society’s needs in its everyday business

Creates programs that positively impact the local community

Partners with NGOs, government and 3rd parties to address societal

needs

OPERATIONS

Has highly-regarded and widely-admired top leadership

Ranks on a global list of top companies

Delivers consistent financial returns to investors

Edelman Trust Barometer

research reveals 16 specific

attributes that build trust.

These can be grouped into five

performance clusters listed here

in rank order of importance.

Q80-Q95. [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) Informed

Public, 27-country global total.

32

STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL

ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST

TRUST-BUILDING OPPORTUNITY QUADRANT

UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES

UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES

ENGAGEMENT

INTEGRITY

OPERATIONS

PRODUCTS & SERVICES

Sta

ted

Im

po

rta

nce

Stated Performance

PURPOSE

OPERATIONS in 2008

Informed

Public

Q80-Q95. [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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general

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 Extremely Well) Informed

Public, 27-country global total.

33

48%

54%

51%

51%

54%

65%

58%

58%

60%

67%

72%

74%

78%

78%

79%

80%

84%

84%

Makes me feel connected to something bigger

Develops intellectual property

Supports local charities and good causes

Is transparent in reporting progress on company'ssocial responsibilities

Embraces sustainable business practices

Makes my life easier

Keeps me and my family safe

Protects customer data

Ensures quality control

Importance of Behavior in Building Trust in a Company

Energy Industry Performing Well

IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY

INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS

ENERGY INDUSTRY FALLING SHORT IN KEY TRUST-BUILDING BEHAVIORS

Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General

Population, 27-country global total.

Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale

where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global

total and across 27 countries .

General

Population

GapImportance of Behavior

vs. Energy Industry Performance

-24

-26

-22

-14

-24

-27

-23

-18

-19

34

Financial

ServicesEnergy

Food &

BeverageHealth Technology

Makes me feel connected to something bigger 20 19 18 17 7

Develops intellectual property 21 18 16 13 2

Supports local charities and good causes 23 23 18 20 20

Is transparent in reporting progress on

company's social responsibilities27 27 25 25 20

Embraces sustainable business practices 25 24 21 22 18

Makes my life easier 21 14 14 16 4

Keeps me and my family safe 27 22 23 16 18

Protects customer data 24 26 26 22 22

Ensures quality control 28 24 19 20 14

Average Gap 24 22 20 19 14

GAP IN IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE EACH INDUSTRY IS

PERFORMING WELL AGAINST THESE BEHAVIORS

TRUST-BUILDING BEHAVIORS: ENERGY GETS LOW MARKS RELATIVE TO OTHER SECTORS

Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General

Population, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors

listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”.

General Population, 27-country global total and across 27 countries .

General

Population

Point gap between importance and performance

35

ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES

Make test results available publicly for review 80%

Partner with an academic institution 75%

Run a clinical trial or beta test 71%

Partner with an NGO 63%

Partner with government 55%

55% AGREE:

New developments are not tested

enough

BUILDING TRUST IN NEW DEVELOPMENTS:TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL

Informed

Public

Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement

technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?

Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace

of development and change in business and industry today, and select the response that most accurately represents your

opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].

36

BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY

53% 39% 32%

Fails to Contribute

to the Greater Good

Lacks Economic

Growth

Does Not Help Me

and My Family Live

a Fulfilling Life

57% 51% 47%

Produces

Economic Growth

Allows Me to Be a

Productive

Member of Society

Contributes to

Greater Good

Reasons Trust in Business Has Increased

Informed

Public

Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past

year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any,

has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT

COUNTRY].

Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics,


Reasons Trust in Business Has Decreased

47% 53%

81%agree

“A company can take specific actions that

both increase profits and improve the

economic and social conditions in the

community where it operates.”

37

THE INNOVATION TRUST MATRIX

Less

Transparency

Less Accessible

Lower Understanding

Lower Participation

Less Control

Trusted Innovation

APATHY

More

Transparency

More Accessible

Greater

Understanding

Greater Participation

More Control

More Clear Benefit

Greater Personal Benefit

Greater Societal Benefit

Less Clear Benefit

Less Personal Benefit

Less Societal Benefit

Distrusted Innovation

FEAR

Additional insights

on building trust in

innovation can be

found in the

2015 Trust

Barometer Global

Report

38

THE NEW FORMULA FORBUSINESS INNOVATION

TITrusted

Innovation

Discovery

Business brings an

unrivaled agility and

nimbleness, a multi-

stakeholder and

often global view,

founded in specific

expertise no other

institution can bring.

= (DBenefit

Benefit is twofold:

personal and

societal, referring to

the trust placed in

companies that

address individual

needs or challenges,

as well as larger,

macro-issues facing

society.

B+Integrity

Attributes that build

trust in any company,

chiefly having ethical

business practices,

managing risk,

treating employees

well and operating

responsibly as a

good corporate

citizen.

I)+E Engagement

The multiplier factor:

the transparency and

3rd-party validation

that is integral to

innovation. Making

test results publically

available for review

and partnering with

other institutions all

increase trust.

Ensuring information

is easy to find,

understand, and

share is critical.

39

BUILDING TRUSTA REQUIRED SET OF ACTIONS

BehaveSolve Engage

Fundamentally, business must conduct

itself with new rigor and self-awareness.

A commitment to robust relationships,

transparency and consistency in

reporting, active listening to

stakeholders’ concerns and a

willingness to modify products and

services is required. Ultimately this is an

action of leadership, culture and

conduct.

Business must continue to apply its

unparalleled perspective and skill to the

world’s greatest problems. Enterprise

must bring ideas and products to market

that yield benefit, while ensuring the

public sees the connection between

new developments and societal benefit.

Innovative product and service solutions

should be recognized by stakeholders

as more than profit-drivers.

Business must adopt a new framework

rooted in facilitating dialogue, sharing

information and fostering collaboration.

Realizing that new developments do not

speak for themselves, enterprises must

actively engage a broad range of

stakeholders to facilitate greater

understanding through stories that

reach and touch their audiences.

Business must explain benefits

completely, elucidate the technology

behind the innovations and

communicate its ethical practices in

bringing those discoveries to market. A

business that does this well is one that

invites partnership, encouraged

feedback and interaction and listens

openly.

40

Trusted Companies

BEHAVIOR BASED ON TRUST

TRUST MATTERS

Distrusted Companies

Refused to buy products/services Chose to buy products/services-63% 80%

Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%

Paid more for products/services 54%

Shared negative opinions online

Shared positive opinions online-37% 48%

Defended company 40%

Sold shares

Bought shares-18% 28%

Informed

Public

Q371-376. 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. Informed Publics, 27-country global total.

Q377-380. 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. Informed Publics, 27-country global

total.

#1 most trusted

media source: ONLINE SEARCH

ENGINES

#1 most trusted

content creators: FRIENDS AND

FAMILY

41

On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks:

REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines

Flight MH370: REUTERS/Samsul Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue:

REUTERS/Jason Reed; Sony Pictures: AP PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP

PHOTO/Richard Drew. On slide 31: Narendra Modi: REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.

Amy Hemingway, Global Chair, Energy Sector

[email protected]

1-202-350-6661

Follow us on Twitter – @EdelmanEnergy

42

APPENDIX 1:

ADDITIONAL SLIDES FOR THE ENERGY SECTOR

43

50%

TRUST IN NUCLEAR, 2015

NUCLEARDISTRUSTED BY 80% OF COUNTRIES SURVEYED

2015

General

Population

% Trust

Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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) General Population, 27-country global total.


41

68 6865

54 53

46 44 44 43 42 42 42 41 41 41 39 39 3833 32 31 29

26 25 24 23 21

44


50%

TRUST IN RENEWABLES/CLEANTECH, 2014 VS 2015

TRUST IN CLEANTECH (RENEWABLES IN 2014)SHARP DECLINES IN SOME KEY MARKETS

2014 2015

General

Population


% Trust


70

82

77 76

6866

59

6563

58 5855

8179 78

73 7375

77

66

7168

7470

6765

77

61

68

85

8078

7370 69

6664

6259

56

79 78 78

7371 71

6865 64 64 63 62 62 61

5956

-18

45


50%

TRUST IN OIL, 2014 VS 2015

TRUST IN OILDECLINES IN 60% OF COUNTRIES

2014 2015

General

Population


% Trust


50

67

53

41

36 3739

3638

3330 29

81 82

75

68 6866

72

59

52 52

4643

40 39

30 30

49

71

60

4744 44

4139 39

35 34 33

79 7874

64 63 6361

58

50

4542 41

3836

2927

+6

46


50%

TRUST IN NATURAL GAS, 2014 VS 2015

TRUST IN NATURAL GASSHARP DECLINES IN SOME KEY MARKETS

2014 2015

General

Population


% Trust


57

82

66

57 57

4852

50

43 4245

40

81 80

6973

7067

70

65

58 58

50 51

4543

51

40

57

83

71

6260

54 53 5249 49

4743

8177

67 66 65 65 6462

5250 49 48

4542 41

37

+6 +7

47

50%

TRUST IN PIPELINES, 2015

TRUST IN PIPELINESDISTRUSTED IN MAJORITY OF COUNTRIES

2015

General

Population

% Trust


49

7673 72

70

61 60 60 59 5956

47 47 46 46 4644 43 43

41 41 40 40 40

35

30 2926


48

50%

TRUST IN UTILITIES, 2014

TRUST IN UTILITIESTRUSTED OR NEUTRAL IN MOST COUNTRIES

General

Population

% Trust


2014

54

7977

74 7472 71 70 69

59 58 5854

51 51 51 51 51

45 45

39 39 38 38 37 36 35

26


49

50%

TRUST IN MINING, 2014

TRUST IN MININGDISTRUSTED IN HALF OF COUNTRIES SURVEYED

General

Population

% Trust


50

7068 67 66 66 65

6360 59

5754 54

5046 45 45 45 44 44 44

4238

3633 32 32

29


2014

50


50%

TRUST IN CHEMICALS INDUSTRY, 2014 VS 2015

TRUST IN CHEMICALSHOLDS RELATIVELY STEADY AROUND THE WORLD

2014 2015

General

Population


% Trust

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) General Population, 27-country global total.

50

6763

4951

4743

34

40 39 39 38 38

3129

7270

6563

6164

6163

60

53

46 46

29

50

69

64

54 5350

4442 41 40 40 39 39

3432

71

6562 62 61

5957 56 55

51

45 44

27

+8+5 -5 -7 -5

51

50%

GOVERNMENT REGULATION OF THE ENERGY INDUSTRY: TOO MUCH, NOT ENOUGH, OR

DON’T KNOW

EVEN WITH LOW GOVERNMENT TRUST, MAJORITY AGREE, ENERGY INDUSTRY SHOULD BE MORE REGULATED

General

Population

Not Enough Regulation

Too Much Regulation

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? General Population, 27-country global total and across 27 countries .

More Trust

% who agree

More Agreement : Not Enough Regulation

Don’t Know

52

70 6966 65

6258 58 58 57 57 56 55 54

52 52 51 50 49 49 4845

4341

3632 32

25

15

6 913 14

20

1311

6

17

10 11 13 13 14 14

27

6

1614 16

1622

29

1618

1020

11

7 6 2 58

1410

10

7

812

1512

410

11

8

12 1912 20 9

10

21 23

1212

52

50%

TRUST IN POLICY MAKERS TO IMPLEMENT APPROPRIATE REGULATIONS ON THE ENERGY INDUSTRY

AND THERE IS BROADLY LITTLE TRUST IN POLICY MAKERS TO REGULATE General

Population

Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “I trust policymakers to develop and implement appropriate regulations on the energy industry.”

43

73

6866 66

62

56 56

51

46

41 40 39 38 37 36 35 35 34 33 33 33 32 3129 29

2725

% Trust

Higher Trust Less Trust

53

50%

PERCENT AGREEING THAT POLICYMAKERS SHOULD CONSULT MULTIPLE STAKEHOLDERS

THOUGH THERE IS BROAD AGREEMENT THAT POLICY MAKERS NEED TO CONSULT MULTIPLE STAKEHOLDERS

% Agreement

General

Population

Higher Agreement Less Agreement

Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “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.”

69

79 79 78 77 77 76 7573 72 71 71 70 70 70 70

67 67 67 66 65 64 64 6462

59 58

50

54

50%

PERCENT AGREEING THAT ENERGY INDUSTRY MUST BE ACTIVE IN THE DEBATE ON ENERGY POLICY

AND A BROAD DEMAND THAT INDUSTRY PLAY AN ACTIVE ROLE

General

Population

Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “The energy industry should be a more active participant in the broader debate over [INSERT COUNTRY] energy policy.”

% Agreement

Higher Agreement Less Agreement

67

82 8277 77 76

72 71 71 70 70 69 68 67 67 66 65 65 65 64 6361 60 60

57 56 55

45

55


INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES

TRUST-BUILDING PERFORMANCE GAP “ENSURES QUALITY CONTROL”

Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,

Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING

RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and

nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

General

Population

50%

Performance Importance%, ranked by size of performance gap

Performance Gap Exceeds Global AverageGap:

-24

84 8388 89

8590

87

81 80 7883

79

8984 83 82 82

86

75

85

91 90

73

8380

8387 88

60

77 78 78

7175

71

65 6460 62

58

67

6058 56 56

60

47

5661 60

42

51

45 46 4745

56



TRUST-BUILDING PERFORMANCE GAP “PROTECTS CUSTOMER DATA”

General

Population

Performance Importance

Bigger Performance GapPerformance Gap Exceeds Global AverageGap:

-26

8480

88 87 89

8286

80 80 79

88

8185

91

78

85 83 82 84

90

77

87

8186

8480

87

77

58

7378 77 78

66 68

62 6259

67

5660

65

52

5855 54 54

59

46

54

4549 47

4247

35

%, ranked by size of performance gap

50%






57



TRUST-BUILDING PERFORMANCE GAP “KEEPS ME AND MY FAMILY SAFE”

General

Population


50%


-22

8083

8684

89

75

8480

75

80

86 85

77 7679

84

76 75

83 84

71

83

78

87

76

68

78

83

58

7376

7377

61

6965

5961

66 65

55 5457

60

5250

58 58

44

55

50

57

42

34

43 42







58



TRUST-BUILDING PERFORMANCE GAP “MAKES MY LIFE EASIER”

General

Population


50%


-14

7982 81

76

88

77

86

76 75

80

87

76

86

75 74

80

85

65

83

77

82

76

7175

83

7579

85

65

7774

69

80

69

77

6765

70

77

66

76

6462

6770

50

67

60

65

57

5154

61

4850 51







59



TRUST-BUILDING PERFORMANCE GAP “EMBRACES SUSTAINABLE BUSINESS PRACTICES”

General

Population


50%


-24


78 7882

8481

75

88

77

83

74

82

69

75 7678 78

8386

6763

78

84

7779 79

77 77

83

54

7274 74

68

61

73

62

67

57

63

4751 51 52 52

5759

4036

49

54

42 43 4339

37 38






60



TRUST-BUILDING PERFORMANCE GAP “TRANSPARENT REPORTING - SOCIAL RESPONSIBILITY”

General

Population


50%


-27


78 78

84 85 8683

79

74 7577

7173

8379

82

76

68

77

82

68

77

85

64

7880

76 77

82

51

72 72 71 72

67

62

57 57 58

4850

58

5154

48

39

4850

36

45

52

30

40 4137

3235






61



TRUST-BUILDING PERFORMANCE GAP “SUPPORTS CHARITIES AND GOOD CAUSES”

General

Population


50%


-23


7478

8481

66

82

71 71

79

84

77

6567

76 75

6971 72

61

67

7779

58

7074

7874

80

51

7072

69

52

68

57 56

6468

59

4744

52 51

45 46 46

35

40

50 51

29

3942 41

3438






62



TRUST-BUILDING PERFORMANCE GAP “DEVELOPS INTELLECTUAL PROPERTY”

General

Population


50%


-18


72

78

85

8084

7073

71 71

83

68

63

81

7066

71

6567

75

81

62

84

58

68

6367

7476

54

7376

7074

6062

60 60

70

54

49

67

5450

52

46 46

54

59

40

61

34

41

3639

42 41






63



TRUST-BUILDING PERFORMANCE GAP “CONNECTED TO SOMETHING BIGGER”

General

Population


50%


-19


6771

78

8385

57

64

83

54

6866

47

70

78

65

59 59

68

57

52

73

6664

80

68

6164

76

48

64

7074 75

45

52

69

40

5351

30

53

61

47

4038

47

35

30

51

4240

54

39

3235 36






64

APPENDIX 2: ADDITIONAL SLIDES FROM THE GLOBAL REPORT

65

Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries

50%

TRUST IN NGOS, 2014 VS. 2015

Q11-14. [NGOs 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 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) Informed Publics, 27-country global total.

TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING

2014 2015

Informed

Public

% Trust

66

7673

6462 61 62

59

47

75 74

84

76 76

70

75

6770

77

67 6669

58

67

58

41

47

37

63

8177

71 7065 64 63

58

74 73 72 71 7168 67 67 66

63 62 6159

57

5148

38 37

29

66

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

Q11-14. [MEDIA 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 nine-point scale where one means that you “do not trust them at all” and


% 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

67

67%

63%65%

62%

52%

50%

53%53%

45%43%

45%

48%

62%

60%

63%

64%

43% 42%

44%

47%

2012 2013 2014 2015

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 nine-point scale where one means that you “do not trust it at all” and

nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, 20-country global total.

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION

MEDIA SOURCES:SEARCH ENGINES NOW MOST TRUSTED

Online Search Engines 72% (+8)

Traditional Media 64% (+2)

Hybrid Media 63% (+10)

Social Media 59% (+11)

Owned Media 57% (+10)

Informed

Public

Millennials Are Even More

Trusting of Digital Media

68

WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:

MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST

Informed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH

25%

25%

21%

24%22%

22%

25%

29%

31%

2013 2014 2015

20%19%

18%

28%27% 27%

26%27% 27%

2013 2014 2015

19% 19%18%

22%

20% 20%

34%

36%37%

2013 2014 2015

The First Source for

General Information

The First Source for

Breaking News

Source Used Most to

Confirm/Validate News

Q183. On a typical day, what is the first source that you go to for general information about business? Informed

Publics, 20-country global total.

Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global

total.

Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news

about business? Informed Publics, 20-country global total.

69

Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn,

Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content

creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you

consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the

following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information

you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how

much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-

country global total.

32%

34%

40%

45%

46%

52%

53%

60%

70%

72%

Brands I don’t use

Celebrities

Elected officials

A well-known online personality

A company CEO

Employees of a company

A journalist

Companies I use

An academic expert

My friends and family

Informed

Public

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

CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES

CONTENT CREATORS:FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED

TRUSTED

NEUTRAL

DISTRUSTED

70

Lower Trust in 11 CountriesIncreased Trust in 16 Countries

% Trust

50%

TRUST IN GOVERNMENT, 2014 VS. 2015

Q11-14. [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 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) Informed Publics, 27-country global

total.

TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT

Informed

Public

2014 2015

45

88

53

76

53

60

27

49

42

3237

34

28

19

24

1821

75

63

56

5154

4543

45 45

23

17

48

90

82 82

72

65

5450

43 42 4137

3330

2826 26

70

59

49 4945

42 41 40

33

2116

71

50

90

70 69

57 5653 52 52 51 50

4642

35 3432

20

39

34

75

70 69

54

38 37 3634

25

50

89

67 68

5450 50 51

41

4844

37

31 29

24

31

18

3934

85 85

73

64

49

3943

35

27

Higher Trust in

Local/State Government in 16 Countries

Higher Trust in Central/Federal

Government in 9 CountriesNeutral

% Trust

50%

2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT

TRUST IN GOVERNMENT: MOST COUNTRIES TRUST LOCAL GOVERNMENTS MORE THAN FEDERAL

Informed

Public

LOCAL/STATE CENTRAL/FEDERAL

Q322-323. [Local/State Government and Central/Federal Government] 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) Informed Publics, 27-country global total.

72

Lower Trust in 16 CountriesIncreased Trust in 11 Countries

% Trust

50%

TRUST IN BUSINESS, 2014 VS. 2015

Q11-14. [BUSINESS 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 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) Informed Publics, 27-country global total.

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

73

21 countries are below 50% in trust of one or both institutions

GOVERNMENT BUSINESS

% Trust

50%

GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015

TRUST IN BUSINESS AND GOVERNMENT: 80% DISTRUST ONE OR BOTH

Q11-14. [MEDIA 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 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) Informed Publics, 27-country global total.

Informed

Public

2015

48

90

82

72

82

7065

45

37

59

33

41

5450 49 49

43 4240

42 41

28

16

3033

26

21

26

57

85 84 84

70

6166 67

73

49

72

60

45 4548 47

52

4548

42 41

53

64

48

36

4346

38

74

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

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

Q26-Q42. [TRACKING] 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) Informed Publics, 27-country global total.

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

75

China

India

67%

73%

55%

79%

58%

55%

47%

50%

26%

61%

22%

30%

66%

74%

54%

80%

59%

58%

49%

52%

29%

63%

25%

31%

73%

77%

55%

83%

61%

60%

51%

54%

28%

62%

26%

30%

Buy a Company

in Your Country

Buy a Minority Share in a

Company in Your Country

Make a Major

Investment in a New Plant

or Office in Your Country

DEVELOPING COUNTRIES DEVELOPED COUNTRIES

Brazil

Germany

U.K.

U.S

Informed

Public

HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO...

COUNTRY OF ORIGIN: DEVELOPED MARKETS DISTRUST INVESTMENT FROM DEVELOPING COUNTRY COMPANIES

Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How

much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment

situations?

(Top 4 Box, Trust) Informed Publics, 27-country global total.

76

THE FORTUNE 500 BY LOCATION, NUMBER OF COMPANIES

COMPANIES BASED IN EMERGING MARKETS ARE A LARGER AND GROWING SHARE OF GLOBAL BUSINESS

*Africa, Eastern Europe and Central Asia, Latin America, Middle East, South Asia and Southeast Asia.

**China, Hong Kong, Macau and Taiwan.

Source: http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape

2 1 12 31

120

21 2212

54

109

477 477 476

415

271

1980 1990 2000 2010 2025

(Projected)

DEVELOPED REGIONS

EMERGING MARKETS, EXCLUDING CHINA*

GREATER CHINA**

EMERGING MARKETS TOTAL SHARE5% 5% 5% 17% 46%

The McKinsey Global Institute

predicts that by 2025,

companies headquartered

in emerging markets will

make up more than 45%

of the Fortune 500

http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape

77

31%

40%

50%

3…

43% 43% 41%

25%

33%

41%

26%

34% 34%

31%

47%

51%

67%

56%

60%

63%61%

2009 2010 2011 2012 2013 2014 2015

50%

Global

CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K.,

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

ALL DATA BASED ON 20-COUNTRY TOTALS

LEADERSHIP: FRESH DECLINES FOR CEOS

CEOs not credible as spokesperson in three-quarters

of countries

Developing Countries

Developed Countries

Informed

Public

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, Trust) Informed Publics, 20-country global total.

78

- JEFF BEZOS

“New inventions and things that customers like

are usually good for society.”

NOT SO FAST…

79

46%

54% 54%

40%

53% 52%

24%

15% 16%20%

17%14%

Business Financial Services

Industry

Health Industry Technology Industry Energy Industry Food and Beverage

Industry

Informed

Public2014 TRUST BAROMETER:

51% say the most important

role for government in business is

to protect consumers and regulate business

NOT ENOUGH REGULATION TOO MUCH REGULATION

GOVERNMENT REGULATION OF BUSINESS AND ACROSS

INDUSTRY SECTORS IS PERCEIVED TO BE:

BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION

Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

80

Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop

and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, 27-country global total.

Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please

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.” Informed Publics, 27-country global total.

Informed

Public

TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE

INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES

BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED

35%

48%

61%

61%

62%

67%

60%

78%

60%

54%Financial Services

Electronic Payments

Health

Personal Health Trackers

Technology

Cloud Computing

Energy

Hydraulic Fracturing

Food and Beverage

Genetically Modified Foods

TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT

+8

+1

-17

-12

-32

GapTrust in Industry Sector

vs. Trust in Industry to Innovate

81

25

35

45

55

65

75

85

95

25% 35% 45% 55% 65% 75% 85%

TR

US

T I

N I

NS

TIT

UTIO

NS

(TR

US

T I

ND

EX

)

TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)

Data from Table 574

RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE

TRUST IN RECENT BUSINESS DEVELOPMENTS

Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each

of these recent developments? Informed Publics, 27-country global total. Q11-14. 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. Informed Publics, 27-

country global total.

TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION

UAE

IND

BRA

MAL

SING

MEXGLOBAL

US

ARG

ITA

S.KO

NETH

GER

JAP

FRACAN

AUS

SWE

IRE

TURPOL

S.AF

HK

SPAU.K.

Informed

Public

RUS

INDO

CHI

82

21%

31%29%

23%

29%

47%

34%

30%

23%

31%33%

22%

29%

34%

26%

22%

27%

37%

34%

31%

14%

23%

13%

19%

15%

OperationsPurposeProductsIntegrityEngagement

Q197-201(Global Summary). We would now like you to think about different types of information you may read,

see or hear about a company. For each topic, please select which person you trust MOST to provide you with

credible and honest information about a company. Informed Publics, 27-country global total.

MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC

INFLUENCERS:EMPLOYEES, ACADEMICS, CONSUMERS MOST TRUSTED

Informed

Public

COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

2015 Edelman Trust Barometer - Energy Sector Results

Business

Transcript of 2015 Edelman Trust Barometer - Energy Sector Results