2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis GLOBAL 14° SONDAGGIO ANNUALE DI EDELMAN SONDAGGI ONLINE IN 27 PAESI • 33.000 risposte ELITE SOCIOCULTURALE • 6 anni in 20+ Paesi • 500 risposte in U.S. e Cina, 200 negli altri Paesi • 9 anni in 10+ Paesi • Età 25-64 • Laureati o diplomati POPOLAZIONE GENERALE • 1000 risposte per Paese • Lettori abituali di notizie economiche e politiche • Età 18+ • 14 anni di dati • 3 anni in 25+ Paesi 2 • Nella fascia del 25% superiore per reddito in rapporto all’età e al Paese INDICE GLOBALE DI FIDUCIA: FORTE CALO IN ITALIA RISPETTO ALL’ANNO PRECEDENTE, CROLLO NEGLI USA, IN FRANCIA , POLONIA. EMIRATI ARABI IN RIPRESA DISTRUSTERS NEUTRAL TRUSTERS 2013 3 2014 GLOBAL 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). TREND MAGGIORMENTE POSITIVI DAL 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. TREND MAGGIORMENTE NEGATIVI DAL 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts. IL PUBBLICO INFORMATO HA GENERALMENTE PIU’ FIDUCIA RISPETTO QUELLO GENERICO 2014 DISTRUSTERS NEUTRAL TRUSTERS 2014 4 GLOBAL 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GAP GLOBALE DI FIDUCIA 9 points MERCATI COI PIU’ LARGHI GAP DI FIDUCIA: UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) LA FIDUCIA NEL BUSINESS E NELLE NGO’S RESTA STABILE, CALA NEI GOVERNI E NEI MEDIA FIDUCIA IN 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 5 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 2014 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 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total. SOLO IL 3% DEGLI ITALIANI HA PIENA FIDUCIA NEL GOVERNO LA FIDUCIA DELL’ITALIA NELLE 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% NGOS 20% 62% #1 2013 50% MEDIA 10% 2013 6 56% 22% 2014 #3 10% #2 2013 40% 35% 8% 9% 2014 45% 2013 11% BUSINESS 2014 #4 24% 3% GOVERNMENT 2014 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 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics. LA FIDUCIA CALA, IL GOVERNO AL LIVELLO PIÙ BASSO DEGLI ULTIMI 5 ANNI LA FIDUCIA DELL’ITALIA DAL 2009 NGOs Media 80% 70% 70% Business 74% Government 70% 61% 60% 59% 62% 63% 62% 64% 56% 57% 50% 41% 40% 35% 30% 38% 50% 45% 45% 45% 40% 35% 36% 31% 33% 24% 20% 2009 7 2010 2011 2012 2013 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 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics. 2014 CRESCE GENERALMENTE LA FIDUCIA NELLE NGO, MA CALA NEGLI USA E CROLLA IN POLONIA FIDUCIA NELLE “NON-GOVERNMENTAL ORGANIZATIONS” (NGO), 2013 VS. 2014 2013 Le NGO al massimo della fiducia in 20 su 27 paesi esaminati 2014 2014 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 84% 83% 81% 76% 73% 67%66% 66% 63% 64% 57% 76% 75% 69% 67% 70% 67% 64% 61% 76%77% 75%76% 70% 69% 66% 64% 76% 75% 73% 69% 62% 59%59% 55% 62% 61% 58% 51% 46%47% 40% 41% 37%37% N.A. 8 67% 63%62% 64% 63% 58% 56% 74% 70% Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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. 50% 47% NELL’80% DEI PAESI LA FIDUCIA NEI MEDIA E’ IN CALO RISPETTO ALL’ANNO PRIMA, CROLLO IN ITALIA FIDUCIA NEI MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 71% 70%70% 66% 59% 55% 57% 60% 57% 54% 61% 58% 63% 68% 63% 61% 61% 54% 54% 52% 47% 60% 59% 66% 48% 42% 49%48% 47% 44% 43% 40% 51% 47% 50% 45% 45% 41% 42% 38% 35% 37% 50% 50% 40% 45% 40% 30% 26% 19% N.A. 9 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 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. GLI ITALIANI HANNO FIDUCIA NEI MOTORI DI RICERCA, NON E’ COSÌ IN EUROPA DOVE I TRADIZIONALI MANTENGONO LA PRIMA POSIZIONE L’ITALIA SI FIDA DI DIFFERENTI FONTI DI INFORMAZIONE Global 69% 65% 53% EU 65% Italy 60% 54% 54% 50% 47% 44% 41% ONLINE SEARCH ENGINES 10 TRADITIONAL MEDIA HYBRID MEDIA 45% 44% 34% 35% SOCIAL MEDIA OWNED MEDIA Q178-182. [TRACKING] When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9point 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. LA FIDUCIA NEL BUSINESS E’ GENERALMENTE STABILE; MA CALA IN ITALIA E IN ALCUNI ALTRI PAESI FIDUCIA NEL BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 70% 63% 59% 64% 58% 45% 39% 40% 73% 71% 62% 61% 58% 56% 56% 52% 53% 49% 48% 77% 62% 58% 57% 48% 82% 81% 79% 77% 74% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 58% 54% 51% 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. 11 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 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. 60% 56% 56% 50% 49% 45% 45% LA FORBICE SI ALLARGA: CHI E’ IN TESTA CRESCE, CHI E’ IN BASSO CALA ITALIA, FIDUCIA NEI DIVERSI COMPARTI INDUSTRIALI: 2013 VS. 2014 2013 2014 TECHNOLOGY 74% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING 72% CONSUMER ELECTRONICS MANUFACTURING 63% ENTERTAINMENT 60% AUTOMOTIVE 69% FOOD AND BEVERAGE 2013 vs. 2014 81% 74% 70% ENTERTAINMENT +7 +2 +7 AUTOMOTIVE 66% +6 FOOD AND BEVERAGE 66% -3 BREWING AND SPIRITS 61% BREWING AND SPIRITS 65% +4 CONSUMER PACKAGED GOODS 62% CONSUMER PACKAGED GOODS 64% +2 TELECOMMUNICATIONS 55% TELECOMMUNICATIONS CONSUMER HEALTH COMPANIES 56% CONSUMER HEALTH COMPANIES 60% ENERGY 56% CHEMICALS 54% MEDIA 48% PHARMACEUTICALS FINANCIAL SERVICES BANKS 12 34% 32% 61% 58% +6 +2 ENERGY 51% -9 CHEMICALS 50% -6 MEDIA 50% -4 43% PHARMACEUTICALS FINANCIAL SERVICES BANKS 30% 23% 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. -5 -4 -9 LE RINNOVABILI GUIDANO LA FIDUCIA, BANCHE E PETROLIO IN CODA ITALIA, FIDUCIA NEI DIVERSI SETTORI FINANCIAL SERVICES INDUSTRY Credit cards/payments Financial services industry overall Financial advisory/asset management Insurance Banks 13 FOOD & BEVERAGE INDUSTRY 51% 32% 31% 31% 24% ENERGY INDUSTRY Food and beverage retailers 64% Food Industry overall 63% Food service Food and beverage manufacturers Fast food restaurants Renewables 68% Energy industry overall 54% Natural Gas 52% Utilities 51% 61% 59% 46% Mining Oil Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF 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”. 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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. 42% 30% LA TECNOLOGIA E’ SEMPRE IN TESTA IN TUTTO IL MONDO. LE BANCHE IN CODA FIDUCIA NEI COMPARTI: 2009 VS. 2014 – DATI GLOBALI 2009 2014 76% TECHNOLOGY 58% AUTOMOTIVE 56% FOOD AND BEVERAGE 2009 VS. 2014 79% TECHNOLOGY 70% AUTOMOTIVE +3 +12 FOOD AND BEVERAGE 66% +10 65% +11 CONSUMER PACKAGED GOODS 54% CONSUMER PACKAGED GOODS ENERGY 55% ENERGY 59% +4 PHARMACEUTICALS 59% +6 PHARMACEUTICALS MEDIA BANKS 14 53% 43% 47% MEDIA 51% +8 BANKS 51% +4 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. LE AZIENDE DEI PAESI BRIC SOFFORNO DI UN DEFICIT DI FIDUCIA RISPETTO A QUELLE DEI PAESI OCCIDENTALI , ITALIA A MEZZA STRADA RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI 78% 75% 74% 71% 68% 67% 55% 50% 54% 53% 15 Brazil Spain South Korea Italy France U.S. The Netherlands Japan U.K. Canada Switzerland Germany Sweden 42% 38% 36% 35% 34% Mexico 79% India 79% China 80% TRUSTED Russia MOST 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 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. GLI ITALIANI NON HANNO FIDUCIA NELLE PROPRIE AZIENDE, L’ESTEROFILIA DOMINA RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI - ITALIA MOST 80% 79% 77% TRUSTED 76% 75% 75% 69% 63% 57% 47% 46% 38% 36% 31% 16 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 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% 26% 23% MOLTI PAESI HANNO PIÙ FIDUCIA NELLE NOSTRE IMPRESE DI NOI STESSI FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO 90% 83% 80% 70% 60% 50% 55% 46% 40% 30% 20% 10% 0% 17 24% LE IMPRESE FAMILIARI E DI PICCOLE/MEDIE DIMENSIONI GODONO DI UN VANTAGGIO DI FIDUCIA, SALVO IN ASIA. FIDUCIA NEI DIVERSI TIPI DI IMPRESE - PER REGIONI FAMILY-OWNED SMALL- & MEDIUM-SIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS 85% 71% 74% 68% 63% 62% 61% 62% 65% 76% 73% 62% 63% 48% APAC 60% 57% EU 47% 47% 63% 45% 46% NORTH AMERICA 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 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. 18 80% 72% 74% 70% 68% 54% GLOBAL 83% 78% STATE-OWNED 45% LATIN AMERICA LE IMPRESE FAMILIARI AL TOP, QUELLE STATALI IN FONDO FIDUCIA DELL’ITALIA NEI DIVERSI TIPI DI IMPRESA Global 71% EU Italy 76% 69% 68% 68% 64% 63% 62% 61% 57% 51% 48% 54% 47% 46% 38% FAMILY-OWNED 19 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED 47% 35% PRIVATELY-HELD BIG BUSINESS 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 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. STATE OWNED L’ITALIA PREFERISCE LE IMPRESE PRIVATE ASSERZIONI ASSOCIATE ALLE AZIENDE PUBBLICHE / A QUELLE PRIVATE - ITALIA PUBLICLY-TRADED Gap PRIVATELY-HELD +22 41% RESPONSIVE TO CUSTOMERS' NEEDS 63% ACT RESPONSIBLY 79% 49% 54% 65% 42% +15 54% 69% +14 42% 56% +14 27% 41% 57% THINK LONG-TERM +9 66% 37% DELIVER CONSISTENT FINANCIAL RETURNS 20 +15 27% TOP LEADERSHIP HAVE TOO MUCH POLITICAL INFLUENCE +15 50% ARE INNOVATIVE ARE PHILANTHROPIC +16 38% OFFER HIGH QUALITY PRODUCTS OR SERVICES ARE TRANSPARENT IN THEIR BUSINESS PRACTICES +18 31% RESPONSIVE TO SOCIETY'S NEEDS RESPONSIVE TO EMPLOYEES' NEEDS +18 61% ARE ENTREPRENEURIAL +9 46% 26% +6 32% 75% 55% Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics. -20 DAL 2009 AL 2014, UN BALZO IN ALTO PER I DIPENDENTI, LE PERSONE COME TE, I CEO. CREDIBILITA’ DELLE FIGURE RAPPRESENTATIVE 2009 2014 62% ACADEMIC OR EXPERT TECHNICAL EXPERT* 2009 VS. 2014 ACADEMIC OR EXPERT 67% TECHNICAL EXPERT 66% +5 +15 A PERSON LIKE YOURSELF 47% A PERSON LIKE YOURSELF FINANCIAL OR INDUSTRY ANALYST 49% FINANCIAL OR INDUSTRY ANALYST 53% +4 NGO REPRESENTATIVE 52% +9 52% +20 NGO REPRESENTATIVE 41% REGULAR EMPLOYEE 32% REGULAR EMPLOYEE CEO 31% CEO GOVERNMENT OFFICIAL OR REGULATOR 29% GOVERNMENT OFFICIAL OR REGULATOR 21 62% 43% 36% +12 +7 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, 20country global total. * Not tested in 2009 GLI ITALIANI CONTINUANO A CREDERE NEGLI ESPERTI, MENO NEI BLOGGER E NEI CEO CREDIBILITA’ DELLE FIGURE RAPPRESENTATIVE, 2013 VS. 2014 - ITALIA 2013 2014 ACADEMIC OR EXPERT 58% ACADEMIC OR EXPERT TECHNICAL EXPERT IN THE COMPANY 57% TECHNICAL EXPERT IN THE COMPANY 61% A PERSON LIKE YOURSELF 51% NGO REPRESENTATIVE REGULAR EMPLOYEE FINANCIAL OR INDUSTRY ANALYST GOVERNMENT OFFICIAL OR REGULATOR *SUCCESSFUL ENTREPRENEUR CEO BOARD OF DIRECTORS BLOGGER 41% 43% 31% 40% 36% 66% A PERSON LIKE YOURSELF +4 58% -3 +4 REGULAR EMPLOYEE 48% +7 FINANCIAL OR INDUSTRY ANALYST 46% +3 GOVERNMENT OFFICIAL OR REGULATOR 37% +6 *ENTREPRENEUR 36% -4 CEO 31% -6 BOARD OF DIRECTORS 29% -3 BLOGGER 28% -8 *Changed from “Successful Entrepreneur” in 2013 22 +8 61% 55% NGO REPRESENTATIVE 37% 32% 2013 vs. 2014 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. I LEADER DEL BUSINESS, RISPETTO A QUELLI DI GOVERNO, HANNO UNA FIDUCIA PIÙ CHE DOPPIA NEI PROBLEMI SOCIALI O SOCIETARI FIDUCIA DEGLI ITALIANI NEL BUSINESS E NEI LEADER DI GOVERNO PER GESTIRE I SEGUENTI PROBLEMI: BUSINESS LEADERS 2013 2014 22% 14% 13% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 20% MAKE ETHICAL AND MORAL DECISIONS 13% 20% 12% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS GOVERNMENT LEADERS 7% 9% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 23 19% SOLVE SOCIAL OR SOCIETAL ISSUES 2013 2014 8% 9% MAKE ETHICAL AND MORAL DECISIONS 8% 10% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 7% 7% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics. IN ITALIA UN SIGNIFICATIVO CALO DI FIDUCIA PER IL GOVERNO, MA ANCHE IN USA, FRANCIA E HONG KONG FIDUCIA NEL GOVERNO, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 56% 45%47% 43% 40% 43% 63% 60% 53% 53% 48% 44% 65% 63% 60% 57% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. 24 50% 45% 41% 42% 33%34% 32% 58% 54% 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 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. IL GAP GLOBALE (14 PUNTI PERCENTUALI) FRA FIDUCIA NEL BUSINESS E NEI GOVERNI FIDUCIA NEL BUSINESS VS. GOVERNO BUSINESS GOVERNMENT HIGHER TRUST IN GOVERNMENT HIGHER TRUST IN BUSINESS 88% 20+ PT. HIGHER TRUST IN BUSINESS 82% 82% 79% 77%76% 73% 72% 75% 71% 70% 63% 63% 58% 58% 58% 53% 50% 62% 57% 54% 56% 53% 53% 51% 45% 44% 45% 45% 37%38% 41% 42% 43% 60% 59% 56% 54% 49% 49% 45% 45% 43% 43% 32% 27% 24% 23% 17% 19% 45% 39% 34% 28% 51% 21% 18% Q11-14. [BUSINESS IN GENERAL & 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 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, 2025 country global total. CRESCE NEL MONDO LA VOGLIA DI REGOLE, SOPRATTUTTO IN CAMPO FINANZIARIO, NELL’ENERGIA E NELL’ALIMENTARE REGOLAZIONE STATALE DEL BUSINESS NEI DIVERSI SETTORI – DATI GLOBALI NOT ENOUGH REGULATION GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY 53% TOO MUCH REGULATION UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY 51% CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 48% 42% 27% 16% Government Regulation of Business Government Regulation of Financial Services Industry 17% 12% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262. When it comes to government regulation of the financial services 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. Q263. When it comes to government 26 regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27country global total. Q264. When it comes to government regulation of the food and beverage 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. SOPRATTUTTO IN ITALIA, SI CHIEDONO PIÙ REGOLE, NON MENO REGOLAZIONE STATALE DEL BUSINESS NEI DIVERSI SETTORI - ITALIA Not Enough Too Much 73% 63% 48% 46% 31% 11% Government Regulation of Business Government Regulation of Financial Services Industry 9% 7% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think 27 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. E’ TEMPO DI UNA SVOLTA. GLI ITALIANI VOGLIONO PARTECIPARE PERCENTUALE DI CONSENSO RISPETTO ALLE SEGUENTI AFFERMAZIONI - ITALIA Nuove regole del business 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 73% Politica energetica The energy industry should be a more active participant in the broader debate over Italy energy policy 68% Alimentazione The food and beverage industry should be a more active participant in the broader debate in Italy over solutions to food and nutrition policy issues 67% Servizi finanziari The financial services industry should be a more active participant in the broader debate over the future of the Italy banking system 28 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics. 58% GLI ITALIANI VOGLIONO CHE IL GOVERNO GARANTISCA COMPORTAMENTI CORRETTI DA PARTE DELLE AZIENDE I PIÙ IMPORTANTI RUOLI DEL GOVERNO NEL BUSINESS - ITALIA 24% 23% 18% 16% 15% 3% REGULATE BUSINESS PROTECT CONSUMERS BUILD GIVE OR LOAN MONEY WORK TO ENSURE GOVERNMENT SHOULD ACTIVITIES TO ENSURE FROM IRRESPONSIBLE INFRASTRUCTURE TO BUSINESS WHEN IT FREE MARKET ACCESS NOT PLAY A ROLE IN COMPANIES ARE BUSINESS PRACTICES THAT PROMOTES AND EXPERIENCES AND OPEN BUSINESS BEHAVING FACILITATES FINANCIAL CRISIS COMPETITION WITHIN RESPONSIBLY BUSINESS INDUSTRIES OPPORTUNITIES 29 Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 2% DON'T KNOW TRATTARE BENE I DIPENDENTI E’ IL PRIMO PASSO VERSO LA FIDUCIA IN ITALIA L’IMPORTANZA RAFFRONTATA CON IL PERCEPITO IN 16 AREE CHE RIGUARDANO LA FIDUCIA - ITALIA ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS TREATS EMPLOYEES WELL IMPORTANCE PERFORMANCE HIGH QUALITY PRODUCTS 46% TRANSPARENT & OPEN 43% LISTENS TO CUSTOMERS 42% COMMUNICATES OFTEN 43% CUSTOMERS BEFORE PROFITS PROTECTS ENVIRONMENT IS ETHICAL POSITIVELY IMPACTS COMMUNITY ACTS RESPONSIBLY IN CRISIS ADDRESSES SOCIETY'S NEEDS INNOVATOR PARTNERS WITH NGOS ADMIRED TOP LEADERSHIP CONSISTENT FINANCIAL RETURNS TOP GLOBAL COMPANY 58% 49% 41% 57% 55% 54% Gap -9 -11 -12 -12 53% -10 53% -12 52% 46% 51% 43% 50% 41% 50% 40% 48% 41% 46% 39% 39% 34% 36% 31% 25% 26% 24% 25% 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 Publics, 2730 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 9-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 Publics. -6 -8 -9 -10 -7 -7 -5 -5 +1 +1 I DIPENDENTI SONO I PIÙ CREDIBILI NELLA COMUNICAZIONE IN 3 SU 5 AREE. GLI INFLUENZATORI DI MAGGIOR CREDIBILITÀ PER COMUNICARE IN QUESTI AMBITI - ITALIA COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 49% 45% 36% 30% 29% 18% 28% 19% 15% 25% 23% 20% 20% 15% 17% 15% 26% 23% 19% 15% 18% 18% 16% 12% 13% ENGAGEMENT 31 31% 26% 22% 13% 33% INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS Q197-201(Italy 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. General Public TOTALS LE AZIENDE POSSONO GUIDARE IL CONFRONTO SUL CAMBIAMENTO. I CEO DEVONO DIVENTARE OGGI “CHIEF ENGAGEMENT OFFICERS” COSA DEVE FARE UN CEO PER OTTENERE FIDUCIA IN SE STESSO E NELLA SUA AZIENDA - ITALIA 73% 73% 72% 70% 59% Communicates clearly and transparently 32 54% Tells the truth, Is front and center Engages with Is personally involved Has an active media regardless of how during challenging employees regularly to in supporting local presence complex or unpopular times (product recalls, discuss the state of charities and good it is lawsuits, etc.) the business causes Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics. NON E’ UN FENOMENO SOLO ITALIANO, STESSI VALORI IN ITALIA E NEL MONDO COSA DEVE FARE UN CEO PER OTTENERE FIDUCIA IN SE STESSO E NELLA SUA AZIENDA – MEDIA MONDO 82% 81% 80% 79% 69% 53% Communicates clearly and transparently 33 Tells the truth, Engages with Is front and center Is personally involved Has an active media regardless of how employees regularly during challenging in supporting local presence complex or to discuss the state times (product charities and good unpopular it is of the business recalls, lawsuits, causes etc.) Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top 4 Box, Total Important) General Publics, 27-country global total. 16 AREE CHIAVE PER OTTENERE FIDUCIA ENGAGEMENT / IMPEGNO LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY / ETICA HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE / FINALITA’ 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 34 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS GRAZIE PER L’ATTENZIONE [email protected]