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

2. 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 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

3. 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

4. celebrate complexity

12. 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%

13. TRUST IN INSTITUTIONS 70% 60% 50% 40% MEDIA BUSINESS 2008 2009 2010 2011 90% 80% 30% 20% NGOs GOVERNMENT 40% 46% 30% 43% 27% 38% 31% 46% 36% 59% 54% 46% 63% 45% 63% 55%

14. “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

17. SHARED VALUES PAYS DIVIDENDS 70% 60% 50% 40% 56% 200920102011 53% 45% 58% 65% 55% 65% 69% 61% ENERGY COMPANY FOOD & BEVERAGE COMPANY RETAIL COMPANY

18. Profit Needs Purpose

20. NGOS ARE TRUSTED 70% 60% 50% 40% 48% 36% 31% 52% 59% 54% 53% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

22. 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

23. celebrate complexity

24. MEANINGFUL. CONTINUOUS. PARTICIPATION.

25. 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