1. 2011 Edelman Trust Barometer Asia Pacific

2. Edelman Trust Barometer at a glance Eleventh annual study 5,075 people in 23 countries of which 1,575 in APAC Ages 25 to 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 APAC Select Countries: China, India, Japan, South Korea, Indonesia, Singapore, Australia 2

3. The Edelman Trust Barometer Key findings of Past Years Rising Influence of NGOs 2001 Earned media more credible than advertising 2003 Trust shifts from “authorities” to peers 2005 Business must partner with government to regain trust 2009 Trust is now an essential line of business 2010 3

4. The 2011 Edelman Trust Barometer6 Key Insights for Asia Pacific Consumer goods companies have a trust problem 1 NGOs continue to rise in influence in APAC 2 Socially responsible business practice matters 3 Search engines dominant as the 1st source of information Employee welfare, honesty and transparency are critical 4 5 6 Trad. media, corp. websites & CEOs most trusted sources 4

5. Why Does Trust Matter?

6. Trust drives customer, investor and stakeholder behavior _ + Distrusted Companies Trusted Companies Actions Taken Over Past 12 Months – Asia Pacific Chose to buy products/services Refused to buy products/services Recommended them to a friend/colleague Criticized them to a friend/colleague Paid more for products/services Shared positive opinions online Shared negative opinions online Bought shares Sold shares F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC 6

7. Trust protects and amplifies reputation When a company is distrusted When a company is trusted Asia Pacific 57% will believe negative information after hearing it 1-2 times 49% will believe positive information after hearing it 1-2 times will believe positive information after hearing it 1-2 times 31% 16% will believe negative information after hearing it 1-2 times Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC 7

8. 2011 Trust Scores for Business, Government and Media

9. Trust in Business 2010 v 2011 2010 2011 +16 Trusters Distrusters Neutral +2 - 8 A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 9

10. Trust in Government 2010 v 2011 2010 2011 +14 Trusters Distrusters Neutral +5 +5 - 6 +11 A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 10

11. Trust in Media 2010 v 2011 2010 2011 +11 +17 Trusters Distrusters Neutral +7 +4 +12 - 11 A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 11

12. The Rise of Trust in NGOs Continues

13. 13 Trust in NGOs now on par with business in emerging marketsNGOs more trusted than business in developed markets Trust in Business and NGOs Business NGOs Brazil China U.S. UK/FR/GER A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China

14. Trust in Business and NGOs 14 A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries APAC has higher trust than US in both business and NGOs;Australia and South Korea more trusting of NGO’s than business

15. Trust in NGOsInformed Publics ages 35-64 15 A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China Trust in NGOs has risen over time

16. Trust in Institutions A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the EU (excludes Russia), North America and Asia Pacific 16 APAC more trusting than EU and North America of all institutions

17. Do Asia Pacific stakeholders really care whether a company acts in a socially responsible manner?

18. 18 The expectation of socially beneficial business practice is universal G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries

19. 19 Should government regulate to ensure business behaves responsibly? G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in 23 countries

20. What sectors are the most trusted globally and in APAC?

21. 21 Asia Pacific Change ‘10/ ‘11 Trust in Industries #1 #3 #2 #9 #8 #6 #8 #5 #7 #13 #12 #14 #11 #10 #4 Note Wording Changes from 2010: - Media asked as Media Companies - Consumer Packaged Goods asked as Consumer Packaged Goods Manufacturers - Food and Beverage asked as Food #9 Significant at 95% confidence level A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-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) Informed publics ages 25-64 in 23 countries and APAC Consumer goods industries face trust “crisis” in APACFinancial institutions distrusted globally, but OK in APAC

22. 22 What matters for corporate reputation: quality, transparency, employee welfare, trustFair pricing matters more in APAC than globally Reputation Factors Asia Pacific #1 #3 #4 #3 #2 Significant at 95% confidence level B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. The first one is [INSERT FIRST]. How important is this factor to overall reputation on a 9-point scale where one means “not at all important” and nine means “extremely important”? (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 23 countries and APAC

23. Summary: What Drives Reputation in Asia Pacific? Quality products and services priced well (pricing matters more in APAC) Transparency and honesty in business operations Employee welfare Being a trustworthy organization that communicates frequently and honestly on the state of its business

24. What are the most trusted sources and channels of information in Asia?

25. 25 Credible Spokespeople APAC - 4 + 7 N/A D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that 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 APAC

26. CEO credibility higher in APAC than globally Credible Spokespeople – CEOAPAC +7 +10 +20 +14 +13 +11 D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that 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 (Global excludes Singapore, UAE and Argentina) 26

27. 27 In crisis situations, people want to hear from multiple voices Though CEO must lead the charge APAC Trusted spokesperson during a company crisis Preferred spokesperson during a product recall Preferred spokesperson when the local community has been damaged D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. Informed Publics ages 25-64 in APAC D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in APAC D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in APAC

28. Where do stakeholders go for company news and information? Preferred Channels First Source APAC APAC Second Source (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC 28

29. 29 Strong local media brands rise to the top Most relied on source for company information (unaided) I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and Brazil

30. 30 Strong local media brands rise to the top Most relied on source for company information (unaided) I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in India, Indonesia, Japan and South Korea

31. 31 Strong local media brands rise to the top Most relied on source for company information (unaided) I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in Singapore and Australia

32. What Sources Are Most Trusted In Asia Pacific? Trusted Information Sources – Trust a Great Deal APAC Traditional Online Multiple sources Social Media Corporate H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC 32

33. Summary Recap

34. Trust drives customer, investor and stakeholder behavior _ + Distrusted Companies Trusted Companies Actions Taken Over Past 12 Months – Asia Pacific Chose to buy products/services Refused to buy products/services Recommended them to a friend/colleague Criticized them to a friend/colleague Paid more for products/services Shared positive opinions online Shared negative opinions online Bought shares Sold shares F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC 34

35. Trust protects and amplifies reputation When a company is distrusted When a company is trusted Asia Pacific 57% will believe negative information after hearing it 1-2 times 49% will believe positive information after hearing it 1-2 times will believe positive information after hearing it 1-2 times 31% 16% will believe negative information after hearing it 1-2 times Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC 35

36. The Transformation of Trust Old Trust Framework New Trust Architecture Control Information Transparency Engagement Protect the Brand Stand Alone HOW WHERE WHAT Focus Solely on Profit Profit With Purpose 36

37. The 2011 Edelman Trust Barometer6 Key Insights for Asia Pacific Consumer goods companies have a trust problem 1 NGOs continue to rise in influence in APAC 2 Socially responsible business practice matters 3 Search engines dominant as the 1st source of information Employee welfare, honesty and transparency are critical 4 5 6 Trad. media, corp. websites & CEOs most trusted sources 37

38. THANK YOU Edelman Hong Kong www.edelman.com +852 2804 1338 701 Central Plaza Wan Chai Hong Kong