1. SINGAPORE FINDINGS

2. EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
ONLINE SURVEY INFORMED
IN 26 COUNTRIES PUBLICS
• 31,000+ respondents
• 500 respondents in U.S. and
• 5 years in 20+ markets China & 200 in other countries
• 8 years in 10+ markets
• Ages 25-64
GENERAL • College-educated
POPULATION
• In top 25% of household
• 1000 respondents per income per age group in each
country surveyed
country
• Ages 18+
• Report significant media
• 2 years of data consumption and engagement
in business news and public
SINGAPORE policy
SAMPLE
• 13 years of data
• 1000 general population
respondents
• Oversample of 200 informed Indicates Global Data
publics Indicates Singapore Data
APAC SELECT COUNTRIES: MARKET COMPARISONS
China, Japan, India, Malaysia, Singapore, South Korea, Developed: US, UK, France, Germany and Japan
2
Indonesia, Australia, and Hong Kong Emerging: Brazil, Mexico, Russia, India and China

3. WHY TRUST MATTERS?
• Trust versus Reputation
• Trust is a Manageable Asset, determining:
– Consumer purchasing behaviour
– Proactive recommendations or criticism
– Investment

4. TRUST 2013
THE STATE OF TRUST
CRISIS OF LEADERSHIP
THE PATH FORWARD
4

5. STATE OF TRUST

6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,
SHIFT BACK TO NEUTRAL IN 2013
2011 2012 2013 Big Changes
from 2008
GLOBAL 55 GLOBAL 51 GLOBAL 57
Brazil 80 China 76 China 80 Germany +19
UAE 68 Singapore 76
UAE 78 China +18
Singapore 67 India 71 Canada +14
TRUSTERS
Indonesia 74
India 65 Mexico 68 India +11
China 73
Indonesia 63 Hong Kong 67
Netherlands 73 UAE 66
Mexico 63
Mexico 69 Netherlands 61 Malaysia 64
Singapore 67 Hong Kong 61 Canada 62
Argentina 62 Canada 58 Indonesia 62 Big Changes
India 56 Malaysia 57 U.S. 59 from 2012
Italy 56 Italy 56 Netherlands 59
Argentina 54 Brazil 55 Germany +16
Canada 55
Germany 55
NEUTRAL
South Korea 53 Australia 53 France +14
Brazil 51 France 54 UK +12
Sweden 52 Sweden 54
Sweden 49 US +10
Japan 51 UK 53
U.S. 49
Australia 51 Italy 51
South Korea 44
Spain 51 Australia 50
Poland 44
France 50 Poland 48
U.K. 41
S. Korea 47
DISTRUSTERS
Poland 49 Ireland 41 Ireland 46
Germany 44 France 40 Argentina 45
U.S. 42 Germany 39 Spain 42
U.K. 40 Spain 37 Turkey 42
Russia 40 Japan 34 Japan 41
Ireland 39 Russia 32 Russia 36
6
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

7. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT
BACK TO NEUTRAL IN 2013
2013
GENERAL PUBLIC
2013
INFORMED PUBLIC
GLOBAL 48 GLOBAL 57
China 70 China 80
India 64
General Population is Singapore 76
TRUSTERS
9 points lower than India 71
UAE 63
Informed Publics
Singapore 63 Mexico 68
Indonesia 61 Hong Kong 67
Malaysia 61 UAE 66
Mexico 59 Malaysia 64
Largest Differences between
Hong Kong 54 Canada 62
NEUTRAL
Gen Pop & Informed Publics
Canada 52 Indonesia 62
Brazil 51 U.S. 59
Poland, US, Sweden: - 14 points
Netherlands 50 Netherlands 59
Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55
U.S. 45 France: - 13 points Germany 55
Germany 44 France 54
UK 43 Sweden 54
S. Korea 43 UK 53
Italy 51
DISTRUSTERS
Turkey 43
France 41 Australia 50
Italy 40 Poland 48
Sweden 40 S. Korea 47
Australia 39 Ireland 46
Spain 37 Argentina 45
Japan 35 Spain 42
Poland 34 Turkey 42
Ireland 33 Japan 41
Russia 30 Russia 36
7
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries

8. SINGAPOREANS MORE TRUSTING THAN REGIONAL PEERS, OPPORTUNITY TO
DEEPEN INTENSITY
TRUST IN INSTITUTIONS – APAC and SINGAPORE TRUST A GREAT DEAL
Trust Total: 82% Trust Total: 77% APAC
Trust Total: 60% 72% Informed
Publics
Trust Total: 64% 60%
SG Informed
Publics
SG General
Population
36% 33%
24%
BUSINESS
24%
GOVERNMENT 20% 14%
Trust Total: 75%
Trust Total: 70%
Trust Total: 66% Trust Total: 68%
62% 60%
MEDIA 22% 22% 25% 24%
17% 15% NGOS
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 ages 25-64
8 and General Population

9. BUSINESS TRUSTED MORE THAN GOVERNMENT IN
16 OF 26 MARKETS SURVEYED
TRUST IN BUSINESS VS. GOVERNMENT
Trust in Government
62% of markets surveyed have
Business
trust score below 50%
Government
Trust in Business
35% of markets surveyed have
GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50%
Globally, largest gap since 2007*
82% 81% 82% 81%
77%
74% 73% 74%
64% 63% 65% 65%
62% 63%
62% 61%
59% 57% 60% 60%
56% 56%
56% 58% 58% 58%
52% 53%
50%
49% 47% 47% 47% 48% 48% 48% 49%
44% 44% 44%
41% 43% 44%
40% 40%
35%
33% 32% 32% 31%
30% 29%
19% 20%
Q11-14. [Business in General and 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 ages 25-64 in 26-country
9 global total and across 26 countries

10. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,
INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33%
50% 50%
WRONG INCENTIVES DRIVING BUSINESS
DECISIONS
23% WRONG INCENTIVES DRIVING POLICIES 17%
POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31%
TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11%
LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6%
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS
10 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global total

11. TRUST LEVELS AMONG INDUSTRIES REMAIN CONSISTENT, WITH FINANCIAL
SERVICES AND MEDIA LEAST TRUSTED
TRUST IN INDUSTRIES – SINGAPORE
2012 2012
APAC
2013 2013
APAC
Technology 87% #1 85% Technology 83% #1 83%
Food and beverage 79% 67% Automotive 81% #2 78%
Telecommunications 78% 69% Telecommunications 78% 72%
Automotive 76% Food and beverage 76%
#2 76% 71%
Pharmaceuticals 75% 67% Pharmaceuticals 76% 71%
Energy 71% 65% Consumer packaged goods 75% #3 73%
Consumer packaged goods 70% 66% Brewing and spirits 74% 64%
Banks 68% #3 70% Banks 72% 72%
Brewing and spirits 66% 57% Energy 72% 71%
Media 65% 62% Media 67% 63%
Financial services 64% 63% Financial services 63% 68%
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 ages 25-64 (only industries tracked from 2012
11 to 2013 shown)

12. DEVELOPED-MARKET HEADQUARTERED COMPANIES MOST TRUSTED –
EMERGING MARKETS STILL LAG
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES – APAC RESPONDENTS
EU and LATAM
APAC countries
81%
79% 79% 79%
77% 77%
74%
72%
68%
61%
49% 48%
44% 43%
Australia HQs Switzerland HQs Canada HQs US HQs Japan HQs Russia HQs China HQs
Singapore HQs UK HQs Hong Kong HQs S. Korea HQs Brazil HQs India HQs
Germany HQs
APAC
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”. Q202A-204A. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
12 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)

13. NGOS REMAIN MOST TRUSTED INSTITUTION;
FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed
have a trust score above 50% 2012
2008 China:
48% 2013 88% of markets surveyed 2013
83% 81%
have a trust score above 50%
78% 79%
76% 76%
75% 73% 75% 74%
70% 70% 69% 69% 67%
68% 66% 66% 67% 66% 66%
67% 65%
64%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
48% 49% 51%
50% 46%
41% 40%
37%
30%
28%
N/A
Q11-14. [NGOs 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
13

14. STEADY GROWTH IN TRUST IN MEDIA OVER TIME;
RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS
TRUST IN MEDIA
2008 50% of markets surveyed have a 2012
trust score 50% or above
2013
2013 62% of markets surveyed have a
81% trust score 50% or above
79% 79% 80%
77%
70%
70%
65% 68% 66%
65% 65% 66%
61% 61% 61% 60% 61%
61%
57% 59% 57% 57%
54% 54%
52%
47% 51% 50% 49% 49% 47%
50% 50% 47% 47% 48%
45% 46% 45% 45% 45% 43% 43%
42% 41% 42%
37% 38% 38%
35% 36%
33%
26%
N/A
Q11-14. [Media in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
14

15. ONLINE SEARCH ENGINES HIGHLY TRUSTED SOURCES OF INFORMATION
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging APAC Singapore
71%
65%64% 68% 63% 62%
58% 58% 56% 58%
51% 52% 50% 49% 52%
47% 45% 47% 45%
43% 41% 40%
32% 30%
26%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
SINGAPORE AGE BREAKDOWN
18-29 30-44 45-54 55+
70% 69% 70% 70%
61% 62% 60%
58%
53% 53%
51% 49% 49% 44%
45% 47%
41% 40% 37%
33%
TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
ENGINES
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 9-point scale where one
15 means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs.
Emerging Markets (Brazil, Mexico, Russia, India and China), Singapore and APAC.; Age breakdown for general population in Singapore

16. SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES
12% 4% ONCE (1)
TEN OR MORE TIMES (10+)
14% TWICE (2)
6%
SIX TO NINE TIMES (6-9)
35% THREE TIMES (3)
29%
FOUR OR FIVE TIMES (4-5)
64% THREE TO FIVE TIMES
Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
16 exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-
country global total (excludes Don’t Know Responses)

17. CRISIS OF LEADERSHIP

18. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE
2012 2013
Academic or expert 68% Academic or expert 69%
Technical expert in the Technical expert in the
66% 67%
company company
A person like yourself 65% A person like yourself 61%
Regular employee 50% Financial or industry
51%
analyst
NGO representative 50% NGO representative 51%
Financial or industry analyst 46% Regular employee 50%
CEO 38% CEO 43%
Government official or
29% Government official or
regulator 36%
regulator
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
18 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)

19. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE
2013
2012 2013 APAC
Academic or expert 63% Academic or expert 69% #2 65%
Technical expert in the Technical expert in the #1 67%
60% 65%
company company
A person like yourself 55% A person like yourself 60% #3 60%
CEO 46% Financial or industry
57% 54%
analyst
Government official or Government official or
44% 56% 43%
regulator regulator
NGO representative 42% NGO representative 54% 54%
Regular employee 39% CEO 54% 50%
Financial or industry analyst 38% 47%
Regular employee 50%
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
19 ages 25-64 (only spokespeople tracked from 2012 to 2013 shown)

20. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS
BELOW 50% IN THEIR CREDIBILITY RATING
2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS
CEO Credibility Business leaders trusted less than
Government official or 50% in 16 of 26 markets
regulator Credibility
Government leaders trusted less
than 50% in 21 of 26 markets
73%
70%
62%
60%
55% 54% 54% 55% 56% 55% 56%
50% 52% 52% 54%
52%
48% 48%
47%
45% 43% 45%
41% 42% 41% 40%
38% 39% 37% 36%
36% 36% 37% 36% 37%
35% 35% 35%
32% 34% 34%
31% 32%
27% 28% 27%
23% 25% 25% 26%
22% 22% 22%
18%
15%
Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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,
20 Very/ Extremely Credible) Informed publics ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)

21. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOW
TRUST IN BUSINESS LEADERS TO DO THE FOLLOWING:
Singapore
Global
APAC
BUSINESS LEADERS
33%
26% 27% 27%
25% 24%
22%
19% 20% 20% 19%
18%
SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH,
ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX
EXPERIENCING PROBLEMS OR UNPOPULAR IT IS
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General
21
Population, Singapore and across 26-country global total .

22. BUSINESS LEADERSHIP TRUST GAP
GAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP
Trust in Business
Trust Business Leaders to tell the Truth
France 37%
10% -27
Germany 42%
13% -29
APAC 55%
24% -31
Global 50%
18% -32
India 68%
34% -34
US 50%
15% -35
China 67%
32% -35
Singapore 60%
19% -41
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 9-point scale where one means that you 'do not trust
22 them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust
business leaders to do the following?

23. TRUST BUILDING

24. 16 ATTRIBUTES TO BUILDING TRUST
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
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance. 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
24 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

25. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL
Gap
Importance 63%
-22
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
Performance 41%
62% -32
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
30%
TREATS EMPLOYEES WELL 61% -37
24%
PLACES CUSTOMERS AHEAD OF PROFITS 59% -36
23%
58% -33
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
25%
HAS ETHICAL BUSINESS PRACTICES 58% -30
28%
57% -33
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
24%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31
23%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27
26%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 49% -23
26%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47%
23%
-24
THE COMPANY OPERATES
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11
33%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15
26%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38%
22% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38%
WORK FOR OR MOST ADMIRED COMPANIES 28% -10
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37%
ISSUES 19% -18
Q80-Q96. [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) General Population in
25 26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] 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
Very/ Extremely Well) General Population in 26-country global total

26. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE
BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – SINGAPORE
Gap
Importance 55% -31
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
Performance 24%
54% -33
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS
21%
54% -32
HAS ETHICAL BUSINESS PRACTICES
22%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 52% -24
28%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 52% -33
19%
PLACES CUSTOMERS AHEAD OF PROFITS 51% -31
20%
TREATS EMPLOYEES WELL 50% -31
19%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 49% -30
19%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 42% -19
23%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 38% -17
21%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38%
18% -20
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 36% -17
THE COMPANY OPERATES 19%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 36% -17
19%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 34%
23% -11
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 32%
WORK FOR OR MOST ADMIRED COMPANIES 20% -12
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 30%
ISSUES 16%
-14
Q80-Q96. [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) General Population in
26 Singapore(excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] 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 Very/ Extremely Well)
General Population in Singapore

27. THE WAY WE WERE
PYRAMID OF CEO
AUTHORITY
GOVERNMENT “As the circle of those who decide is narrowed,
OFFICIALS as the means of decision are centralized and the
consequences of decision become enormous,
BOARD OF DIRECTORS
the course of great events often rests upon the
ACADEMICS decisions of determinable circles.”
TECHNICAL EXPERTS - C. Wright Mills, 1956
ELITE MEDIA
G E N E R A L P O P U L AT I O N
VERTICAL FLOW &
CONTROLLED INFORMATION
27

28. THE NEW DYNAMIC
CEO
FROM 2000 TO 2013
PYRAMID OF GOVERNMENT
OFFICIALS
AUTHORITY
FEW MANY
(Vertical) BOARD OF DIRECTORS
DICTATE CO-CREATE
ACADEMICS
FIXED FLEXIBLE
TECHNICAL EXPERTS
MONOLOGUE DIALOGUE
ELITE MEDIA
CONTROL EMPOWERMENT
G E N E R A L P O P U L AT I O N
EMPLOYEES
ACTION CONSUMERS
SOCIAL
ACTIVISTS
PYRAMID OF
COMMUNITY
(Horizontal)
28

29. INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS ALL
MEDIA TYPES
PYRAMID OF
AUTHORITY CEO
(Vertical) GOVERNMENT
OFFICIALS
BOARD OF DIRECTORS
ACADEMICS
TECHNICAL EXPERTS
ELITE MEDIA
G E N E R A L P O P U L AT I O N
EMPLOYEES
ACTION CONSUMERS
SOCIAL
ACTIVISTS
PYRAMID OF
COMMUNITY
(Horizontal)

30. LESSONS FOR LEADERS
Observe re-ordering of authority
Old values are not sufficient
Clear opportunity for business
Trust is fragile and perceived behaviors are an anchor
30

31. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance
Armstrong: by Sebastian David Tingkæ r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu