WHO DO WE TRUST? Robert Phillips President & CEO Edelman EMEA Edelman

TEN YEARS OF TRUST DATA 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 person like 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 company is distrusted When a company is trusted 25% 57 % will believe negative information after hearing it 1-2 times 51 % 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% % 80% 30% 20% 72% 39%

TRUST IN INSTITUTIONS 70% 60% 50% 40% MEDIA BUSINESS % 80% 30% 20% NGOs GOVERNMENT 40% 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 VALUES PAYS DIVIDENDS 70% 60% 50% 40% 56% % 45% 58% 65% 55% 65% 69% 61% ENERGY COMPANY FOOD & BEVERAGE COMPANY RETAIL COMPANY

Profit Needs Purpose

NGOS ARE TRUSTED 70% 60% 50% 40% 48% 36% 31% 52% 59% 54% 53%

SIX MACRO TRENDS 1.Shift from Shareholder to a Stakeholder Society 2.The oscillating fortunes of Governments 3.The continued rise of Civil Society & Citizenship 4.The continued dispersion of authority 5.Transparency & Accountability 6.The convergence of everything

celebrate complexity

MEANINGFUL. CONTINUOUS. PARTICIPATION.

employee welfare TRUST transparency quality HIGH QUALITY products or services transparent & HONEST business practices A COMPANY I CAN TRUST Treats employees well Communicates FREQUENTLY & HONESTLY on state of its business prices its brands fairly & competitively GOOD CORPORATE CITIZEN innovator of new products, services & ideas HIGHLY-REGARDED & widely ADMIRED top leadership Delivers consistent financial returns to investors TRUST