1. 2012
EDELMAN TRUST BAROMETER
HONG KONG RESULTS
1 © Edelman, 2012. All rights reserved.

2. 2012 Edelman Trust Barometer – Hong Kong Findings
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
Twelfth annual study PUBLIC PUBLIC
25-64
PUBLIC
35-64
Online survey in 25 countries
Indicates Global Data
30,000+ respondents
1,000 general population respondents per country APAC Indicates Asia Pacific
Region Data
Ages 18+
Indicates Hong Kong
Data
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
 (Trending data among Ages 35-64)
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
Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong** and Malaysia**
Hong Kong Sample:
1,000 general population respondents
& an oversample of 200 Informed Publics
* This year Informed Publics were surveyed via online methodology instead of telephone
** New country included in this year’s study
2 © Edelman, 2012. All rights reserved.

3. 3 © Edelman, 2012. All rights reserved.

4. Nearly twice as many countries are now skeptics; However, five Asia Pacific
markets are considered “Trusters” in 2012, including Hong Kong
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 India 65 TRUSTERS
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Netherlands 61
Singapore 67
Argentina 62 Hong Kong 61
Canada 58
India 56
Malaysia 57
Italy 56
Italy 56 NEUTRAL
Canada 55 Argentina 54
South Korea 53 Australia 53
Sweden 52 < Brazil 51
Japan 51 > Sweden 49
Australia 51 U.S. 49
Spain 51 > South Korea 44
France 50 Poland 44
Poland 49 U.K. 41 DISTRUSTERS
Ireland 41
Germany 44
France 40
U.S. 42
Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 25 countries in 2012
4 © Edelman, 2012. All rights reserved.

5. Globally, NGOs and business fall to 2009 trust level – government record decline
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
NGOs
Media
Business
Government
80%
70%
59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT
30%
20%
2007 2008 2009 2010 2011 2012
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 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)
5 © Edelman, 2012. All rights reserved.

6. Hong Kong trusts business significantly less than NGOs, media and government
TRUST IN INSTITUTIONS – HONG KONG
70%
65%
62%
47%
NGOs Media Government 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 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 Hong Kong
6 © Edelman, 2012. All rights reserved.

7. Majority of countries now distrust government;
Yet, in Hong Kong, over half trust government this year
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88% 88%
85%
77% 78%
75% 75%
73%
64%
62% 61% 62% 62%
56%
53% 52% 54%
52% 52% 51%
50% 49% 49%
50%
44% 47% 45%
43% 43% 43% 42% 42% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%
N/A N/A
Q11-14. [Government 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 and UAE) and across 25 countries
7 © Edelman, 2012. All rights reserved.

8. Several mature economies see double-digit drops in business trust;
Trust in business in Hong Kong lower than most other APAC markets
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%
N/A N/A
Q11-14. [Business 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 and UAE) and across 25 countries
8 © Edelman, 2012. All rights reserved.

9. Similar to Asia Pacific region, technology, banks and automotive are among the
most trust industries in Hong Kong this year
TRUST IN INDUSTRIES – HONG KONG
2012
Technology 81%
Banks 74%
Automotive 70%
Food and beverage 70%
Pharmaceuticals 67%
Telecommunications 67%
Energy 66%
Brewing and spirits 65%
Consumer packaged goods 64%
Financial services 62%
Media 62%
Q16-26. [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 in Hong Kong
9 © Edelman, 2012. All rights reserved.

10. Media only institution to see trust rise;
In 2012, nearly two out three trust media in Hong Kong
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A 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 and UAE) and across 25 countries
10 © Edelman, 2012. All rights reserved.

11. Diversification of Media
TRUST IN INFORMATION SOURCES – HONG KONG
2012
Informed Public
33%
28%
14%
12%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Hong Kong
11 © Edelman, 2012. All rights reserved.

12. NGOs still most trusted institution, despite some drops;
Hong Kong’s trust levels similar to those seen in other APAC markets
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
85%
79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58% 59%
55% 56% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%
42%
41%
30%
28%
N/A N/A
Q11-14. [Non-governmental organizations (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 and UAE) and across 25 countries
12 © Edelman, 2012. All rights reserved.

13. 13 © Edelman, 2012. All rights reserved.

14. Business not meeting public’s expectations in Hong Kong
HONG KONG
Gap
Business
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 48% - 18
Importance 30%
Company
Performance LISTENS TO CUSTOMER NEEDS AND FEEDBACK 47% - 24
23%
HAS ETHICAL BUSINESS PRACTICES 46%
24% - 22
PLACES CUSTOMERS AHEAD OF PROFITS 45% - 26
19%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 45% - 27
18%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 43% - 25
BUSINESS 18%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 43% - 25
18%
TREATS EMPLOYEES WELL 42% - 22
20%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 36% - 16
20%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 36% - 17
19%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 32% - 15
17%
32% -8
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
24%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 31% - 14
IN WHICH THE COMPANY OPERATES 17%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 29% - 14
SOCIETAL ISSUES 15%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 24% -7
17%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 22%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 20% -2
Q52-69. 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 Hong Kong (excludes ‘Don’t Know’
responses);Q103-118. 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 Hong Kong
14 © Edelman, 2012. All rights reserved.

15. In Hong Kong, government not meeting public’s expectations either
GOVERNMENT IMPORTANCE VS. PERFORMANCE – HONG KONG
Government
Importance
Government
Performance
Gap
49% -36
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
13%
49% -34
HAS TRANSPARENT AND OPEN PRACTICES
15%
49% -36
COMMUNICATES FREQUENTLY AND HONESTLY
13%
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 42% -24
COUNTRY 18%
41% -27
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
14%
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40% -28
LOCAL COMMUNITIES 12%
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 37% -22
EMPLOYMENT OPPORTUNITIES 15%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 37%
ADDRESS SOCIETAL ISSUES -26
11%
Q132-139. How important is each of the following actions to building your trust in government? Please 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'. (Top 2 Box , Very/Extremely Important) General Population in Hong Kong; Q140-147. Please rate your government on how well you think
they are performing on each of the following attributes using 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 Hong Kong
15 © Edelman, 2012. All rights reserved.

16. Asia Pacific markets, including Hong Kong, are more likely than other regions
to trust both business and government leaders to tell the truth
Business
Leaders
Government
Leaders
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%
60%
51% 53%
50% 51% 50%
50% 48%
46% 47% 46% 46% 46%
44% 43% 43%
42%
41% 40%
40% 38%
36% 36%
34% 36% 34% 34%
30%
27% 28% 29%
26%
23% 24% 24%
21%
17% 17%
14% 15%
13% 14%
10% 11% 9%
10%
5%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
16 © Edelman, 2012. All rights reserved.

17. Despite lack of trust in government, calls for increased regulations—especially
in Hong Kong
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
68%
64%
61%
58%
54% 54% 54% 53%
51% 50%
50% 49%
48% 48% 46%
45%
40% 40%
38%
36% 35%
34%
30% 30%
25%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
17 © Edelman, 2012. All rights reserved.

18. Calls for greater protection and responsible behavior in Hong Kong
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
Hong Kong
Business
31% PROTECT CONSUMERS from irresponsible business practices can address
on its own
27% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
10% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
23% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
7% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
4% Government SHOULD NOT PLAY A ROLE in business
Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, APAC - 27%, Hong Kong - 27%)
• Unethical business practices (Global - 28%, APAC - 31%, Hong Kong - 31%)
• Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Hong Kong - 16%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed
Publics ages 25-64 in 25 country global total, Asia Pacific region and Hong Kong; Q131. Which of the following is the most important role that government should play in business?
Informed Publics ages 25-64 in Hong Kong
18 © Edelman, 2012. All rights reserved.

19. 19 © Edelman, 2012. All rights reserved.

20. BUSINESS
CAN EARN LICENSE TO LEAD 2008-2009
Low trust in
business and CEOs
Business has
flexibility and speed
THE DYNAMIC OF
TRUST BETWEEN Call for increased
regulation
BUSINESS & protection from
Business leaders GOVERNMENT irresponsible
behavior sought
more trusted than
government leaders
business has advantage
in 24 out of 25 markets
2011
Government
responds
Dwindling trust
in government
policy paralysis
20 © Edelman, 2012. All rights reserved.

21. Business: from license to operate to license to lead
HONG KONG
CURRENT TRUST BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust Most Important Attributes that Build Trust
42% TRUST BUSINESS 1) High quality products or services
SOCIETAL ATTRIBUTES
1) Ranks on a global list MORE IMPORTANT TO 2) Listens to customer needs and feedback
BUILDING FUTURE 3) Has ethical business practices
2) Highly regarded, top leadership
TRUST
4) Takes actions to address issue or crisis
3) Innovator of new products
4) Places customers ahead of profits
CURRENT TRUST 6) Has transparent and open business
DRIVEN BY OPERATIONAL
ATTRIBUTES 6) Communicates frequently and honestly
8) Treats employees well
9) Works to protect/improve environment
9) Addresses society's needs
11) Innovator of new products
Societal
11) Delivers consistent financial returns
Operational
13) Positively impacts the local community
14) Partners with third parties
15) Highly regarded, top leadership
16) Ranks on a global list
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 4 Box, Trust) General Population in Hong Kong; Q52-69. 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 Hong Kong (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
21 © Edelman, 2012. All rights reserved.

22. In Hong Kong, academics, NGO representatives and “person like me”
are the top credible spokespeople;
While financial/industry analyst and CEO are in the bottom two
CREDIBLE SPOKESPEOPLE – HONG KONG
2012
Academic or expert 70%
NGO representative 64%
A person like yourself 64%
Technical expert in the company 60%
Government official or regulator 51%
Regular employee 51%
Financial or industry analyst 45%
CEO 42%
Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in Hong Kong
22 © Edelman, 2012. All rights reserved.

23. Skepticism requires repetition in Hong Kong too
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – HONG KONG
Ten or more times (10+),
Once (1), 1%
15% Twice (2), 10%
Six to Nine times (6-9),
13%
Three times (3), 34%
Four or Five times (4 - 5), Three to Five times
27% 61%
Q148. [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
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Hong Kong
23 © Edelman, 2012. All rights reserved.

24. Earn License to Lead
Exercise principles-based leadership, not rules based performance
Recognize that operational factors responsible for current trust won’t
build future trust, societal and engagement behaviors will
Practice radical transparency: speak first to employees; report on goals
Shape the public discourse on issues of importance to business
24 © Edelman, 2012. All rights reserved.

25. 25 © Edelman, 2012. All rights reserved.