2015 Edelman Trust Barometer Australia

1. AUSTRALIA#EdelTrust

2. A YEAR OF THE
UNPREDICTABLE
& UNIMAGINABLE

3. 15 YEARS OF TRUST
TRUST IS
ESSENTIAL TO
INNOVATION
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Business
to lead
the debate
for change
Crisis of
leadership
Fall of
government
Rise of
authority figures
Trust is now
an essential line
of business
Business must
partner with government
to regain trust
Young influencers
have more trust
in business
Business more trusted
than government and media
“A person like me”
emerges as credible
spokesperson
Trust shifts from
“authorities” to peers
U.S. companies
in Europe suffer
trust discount
Earned media
more credible
than advertising
Fall of the
celebrity CEO
Rising influence
of NGOs

4. TRUST BAROMETER METHODOLOGY
GLOBAL
RESPONSE
GENERAL ONLINE
POPULATION
INFORMED PUBLICS
The 2015 Edelman Trust Barometer surveyed
33,000 people online across 27 countries between
October– November 2014.
There are 1,000 respondents surveyed per country including
Australia. The online survey is conducted with general population
aged 18 and over.
Edelman surveys an informed public demographic which meet the
following criteria: university educated; household income in top
quartile for age; read or watch business/news media at least
several times a week; follow public policy issues several times per
week. 500 respondents interviewed in the U.S. and China and 200
in other markets including Australia.
AUSTRALIA
RESPONSE
In Australia we have collected seven years of data
with the informed public and four years of data with
the general population.

5. TRUST MATTERS
Behavior based
on trust in
AUSTRALIA.
Q371-376. 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. Informed
Publics, Australia.
Q377-380. 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.
Informed Publics, Australia.
DISTRUSTED COMPANIES TRUSTED COMPANIES
- 57%
- 49%
- 25%
- 12%
76%
59%
50%
37%
30%
27%
Refused to buy products/services
Criticized them to a friend/colleague
Shared negative
opinions online
I sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positive
opinions online
Defended company
I bought shares

6. TRUST AROUND
THE WORLD

7. NGOs, BUSINESS, MEDIA ALL DECLINE
LOWEST LEVEL OF TRUST SINCE 2008
Trust in the four
institutions of
Government,
Business, Media
and NGOs, Global
2014 vs. 2015.
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 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, Trust) Informed Publics in 27-country global total.
NGOs
63%66%
20152014
#1
Business
57%59%
20152014
#2
Media
51%53%
20152014
#3
Government
48%45%
20152014
#4

8. NUMBER OF TRUSTER COUNTRIES AT AN ALL-TIME LOW
The Trust Index
averages a
country’s trust in
the institutions of
Government,
Business, Media
and NGOs.
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
27-country global total.
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
2015
TRUSTERS
NEUTRAL
DISTRUSTERS
Trusters:
From 30%
to 22% in 2015
Distrusters:
From 33%
to 48% in 2015
Global 55

9. THE NEW TRUST DEFICIT
The Trust Index
averages a
country’s trust in
the institutions of
Government,
Business, Media
and NGOs.
Deficit nearly 10
points lower
among general
online population.
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
27-country global total.
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
2015 2015
Nearly 2/3
of countries are now
Distrusters among the
general online population.
Global 46Global 55
TRUSTERS
NEUTRAL
DISTRUSTERS

10. 66
76
73
64 62 61 62
59
47
75 74
84
76 76
70
75
67
70
77
67 66
69
58
67
58
41
47
37
63
81
77
71 70
65 64 63
58
74 73 72 71 71
68 67 67 66
63 62 61 59
57
51
48
38 37
29
TRUST IN NGOS:
STILL MOST TRUSTED BUT NOW WANING
Q11-14. [NGOs 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 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, Trust) Informed Publics, 27-country global total.
Trust in the
institution of
NGO, Global 2014
vs. 2015.
Lower/Equal Trust in 19 Countries
2014 2015

11. 59
82 82
79
70
54
63
58
45 45 43
38
73
77
72 71
56
51
59
53
62
58 57
45
49
43
41 39
57
85 84 84
73
66 64
60
53
48
45 43
72 70
67
61
52
49 48 48 47 46 45 45
42 41
38 36
TRUST IN BUSINESS:
HALF BELOW 50 PERCENT
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 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, Trust) Informed Publics, 27-country global total.
Trust in the
institution of
Business, Global
2014 vs. 2015.
Lower in trust in 16 countries
2014 2015

12. 53
78
70 71
60
45
48
40 40
35
42
30
19
79
70
61
63
55
58 59
54
48
63
54
41
44
37
40
51
80 79
76
62
51 50
48 47
44 43 42
20
77
59 57 56
52
47 46 45 43 41 40 38
34 34
31
TRUST IN MEDIA:
60 PERCENT OF COUNTRIES DISTRUST MEDIA
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 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, Trust) Informed Publics, 27-country global total.
Trust in the
institution of
Media, Global
2014 vs. 2015.
Lower/Equal Trust in 15 Countries
2014 2015

13. TRUST IN GOVERNMENT:
19 OF 27 COUNTRIES DISTRUST GOVERNMENT
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 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, Trust) Informed Publics, 27-country global total.
45
88
53
76
53
60
27
49
42
32
37
34
28
19
24
18
21
75
63
56
51
54
45 43 45 45
23
17
48
9…
82 82
72
65
54
50
43 42 41
37
33
30 28 26 26
70
59
49 49
45
42 41 40
33
21
16
Trust in the
institution of
Government,
Global 2014 vs.
2015.
Lower/Equal Trust in 11 Countries
2014 2015

14. DEVELOPING COUNTRY MULTINATIONALS CHALLENGED
Trust in
companies
headquartered in
developed (U.S.,
U.K., Germany,
France, Japan) vs.
developing
countries (China,
India, Russia,
Mexico, Brazil).
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 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,
Trust) Informed Publics, 27-country global total.
Company’s
country of origin
Type of market Percent in market
who trust the company
DEVELOPING
Country multinational
doing business...
DEVELOPED
Country multinational
doing business...
... In a developing country
... In a developed country
... In a developing country
... In a developed country
57%
22%
77%
58%

15. TRUST AROUND THE WORLD
TOWARD TRUSTED INNOVATION
BUILDING TRUST IN 2015
THE AUSTRALIAN
STORY

16. THE EVAPORATION OF TRUST IN AUSTRALIA:
TRUST IN ALL FOUR INSTITUTIONS DECLINES
Trust in the four
institutions of
Government,
Business, Media
and NGOs in
AUSTRALIA, 2014
vs. 2015.
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 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 Trust) Informed Publics in Australia.
NGOs
66%
70%
20152014
Government
49%
56%
20152014
Business
48%
59%
20152014
Media
43%
48%
20152014

17. TRUST IN GOVERNMENT DECLINES
Trust in the
institution of
government in
AUSTRALIA,
informed public
vs. general online
population.
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 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, Trust) Informed Publics, General Population in Australia.
56%
41%
52%
47%
43%
56%
49%
33%
32%
38% 37%
2009 2010 2011 2012 2013 2014 2015
Federal Election Federal Election

18. Q324-327. Below is a list of institutions. For each one, please indicate how much your trust in that institution has increased or decreased over the last year using a 9-point scale where one
means that your “trust has decreased,” nine means that your “trust has increased” and five means that your “trust has not changed”.
Q330/Q331. [TRUST DECREASED] For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year?
GOVERNMENT FOR THE GREATER GOOD?
Reasons trust in
government
decreased in
AUSTRALIA.
57% does not help me and my family live a fulfilling life
55% does not help me and my family live a healthy life
FAILS TO CONTRIBUTE TO THE GREATER
GOOD75%
Reasons for decreased trust in government:

19. TRUST IN BUSINESS DRAMATICALLY DOWN
Trust in the
institution of
business in
AUSTRALIA,
informed public
vs. general online
population.
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 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, Trust) Informed Publics, General Population in Australia.
43%
47%
54%
57%
48%
59%
48%
45%
44%
49%
46%
2009 2010 2011 2012 2013 2014 2015

20. 41%
45%
48%
49%
51%
56%
58%
58%
64%
65%
66%
71%
72%
72%
74%
RANKING OF SECTORS BY TRUST
Trust in
businesses in
each of these
industries in
AUSTRALIA.
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 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, Trust) Informed Publics, AUSTRALIA.
TRUST IN TECHNOLOGY
DECLINED
in 70% of countries
including Australia
TRUST IN CONSUMER
TECH DECLINED
in 74% of countries
including Australia
TRUST IN TELECO
DECLINED
in 67% of countries
including Australia

21. BUILDING TRUST IN 2015
TRUST AROUND THE WORLD
THE AUSTRALIAN STORY
TOWARD TRUSTED
INNOVATION

22. “New inventions and things that
customers like are usually good for
business.”
Jeff Bezos, Founder, Chairman & CEO of Amazon.com

23. “New inventions and things that
customers like are usually good for
business.”
Jeff Bezos, Founder, Chairman & CEO of Amazon.com
NOT SO FAST...

24. THE PACE OF INNOVATION
The pace of
development and
change in
business and
industry in
AUSTRALIA today
is...
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most
accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Australia.
53%
23%
20%
Too Fast
Too slow
Just right

25. INNOVATION SEEN TO BE DRIVEN BY
BUSINESS TARGETS AND GREED
Drivers of change
in business and
industry today
In AUSTRALIA
are perceived to
be:
Q353. From the list below, what do you believe are the top three drivers of change in business and industry today? Informed Publics, Australia.
74% 72%
64%
41%
19%
14%
Business Growth
Targets
Greed/Money Technology Personal
Ambition
Improve
People's Lives
Make the World
a Better Place

26. AUSTRALIANS DON’T TRUST INDUSTRY
TO IMPLEMENT THESE INNOVATIONS
Trust in
industries’ abilities
to responsibly
develop and
release industry-
specific
developments,
compared to trust
in industries in
AUSTRALIA
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop and release each of these recent developments? (Showing
% who trust, rated 6-9). Informed Publics, in Australia.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale, where one means that you “do
not trust them at all” and nine means that you “trust them a great deal.” Informed Publics, in Australia.
36%
38%
46%
55%
56%
49%
72%
74%
58%
48%Financial Services Industry
Electronic Payments
Health Industry
Personal Health Trackers
Technology Industry
Cloud Computing
Energy Industry
Hydraulic Fracturing
Food & Beverage Industry
Genetically Modified Foods
+ 8
- 3
- 28
- 34
- 13
GapTrust industry sector Trust industry to implement each development

27. 25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TRUSTININSTITUTIONS(TRUSTINDEX)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
HIGHER TRUST CREATES THE OPPORTUNITY FOR
FASTER INNOVATION
Relationship of
trust in
institutions (Trust
Index) and
average trust in
recent business
developments.
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, 27-country global
total. 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 nine-point scale, where one means that you do not
trust them at all and nine means that you trust them a great deal. Informed Publics, 27-country global total.
UAE
BRA
SING
MAL
MEX
S.KO
ITA
US
ARG
NETH
S.AF
HK
SPA
U.K.
FRA
AUS
CAN
GER
JAP
SWE
IRE
TUR
POL
GLOBAL
RUS
IND
INDO
CHI

28. BUILDING TRUST IN INNOVATION REQUIRES
TRANSPARENCY AND PARTNERSHIP
Actions that
increase trust in
industry to
implement
technology
changes in
AUSTRALIA
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What
impact would each of these actions have on your trust? Informed Publics, in Australia.
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most
accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Australia.
Make test results available publicly for review 77%
Partner with an academic institution 69%
Run a clinical trial or beta test 64%
Partner with an NGO 59%
Partner with government 52%
57% AGREE:
New developments
are not tested
enough

29. BUILDING TRUST
IN 2015
TRUST AROUND THE WORLD
THE AUSTRALIAN STORY
TOWARD TRUSTED INNOVATION

30. 16 KEY ATTRIBUTES TO BUILDING TRUST
Edelman Trust
Barometer
research reveals
16 specific
attributes that
build trust.
These can be
grouped into five
performance
clusters listed
here in rank order
of importance.
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Treats employees well
Listens to customer needs and feedback
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Creates programs that positively impact the local community
Addresses society’s needs in its everyday business
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
Delivers consistent financial returns to investors

31. Of these 16 Trust
building
attributes, there is
a large gap
between how
important the
actions are to
building trust and
the perceived
performance of
companies on
these issues.
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)
General Public, Australia.
29%
28%
37%
29%
40%
42%
45%
32%
57%
48%
57%
58%
57%
55%
56%
59%
21%
16%
19%
14%
19%
18%
20%
22%
27%
19%
20%
24%
24%
22%
23%
24%
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Treats employees well
Listens to customer needs and feedback
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Creates programs that positively impact the local community
Addresses society’s needs in its everyday business
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
Delivers consistent financial returns to investors
INTEGRITY AND ENGAGEMENT THE PRIORITY
Importance
Performance

32. LEADERSHIP CRISIS:
CEO CREDIBILITY CONTINUES TO DECLINE
CEO credibility as
a spokesperson,
2009 – 2015,
global and in
AUSTRALIA
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, Trust) Informed Publics, 20-country global total and Australia.
31%
40%
50%
38%
43% 43% 41%
19%
38%
49% 41%
34%
39%
33%
2009 2010 2011 2012 2013 2014 2015

33. LEADERSHIP BOLSTERED BY CHORUS OF VOICES
Credibility of
spokespersons
when forming an
opinion of a
company in
AUSTRALIA
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, Trust) Informed Publics, in Australia.
66%
61%
55% 55%
48%
44%
37%
33%
Academic or
Industry Expert
Company
Technical Expert
A Person
Like Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
Government
Official
or Regulator
CEO
More Trust Less Trust

34. SEARCH ENGINES NOW MORE TRUSTED
Trust in each
source for general
news and
information, in
AUSTRALIA.
QQ178-182 When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point 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, in Australia.
64%
54%
63%
55%
45%
33%
51%
43%
39%
18%
31%
34%
61%
50%
56%
62%
37%
26%
41%
33%
2012 2013 2014 2015
Online Search Engines
Traditional Media
Digital-first Media
Social Media
Owned Media

35. NEWSPAPER AND SEARCH ENGINES
NOW USED FIRST AND MOST
What is the first
source you go to
for general news
and information
about business;
breaking news;
validate news in
AUSTRALIA
. Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, Informed Publics, in Australia.
Q184. What is the first source you go to for breaking news about business? Informed Publics, in Australia.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Australia.
32%
34%
28%
23%
21%
20%
20% 20%
25%
2013 2014 2015
28%
29%
26%
30% 30%
23%
19%
21%
21%
2013 2014 2015
24%
29%
30%
18%
21%
16%
36%
2…
30%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Newspaper Television Online search

36. FRIENDS/FAMILY MOST TRUSTED CONTENT CREATORS
HOWEVER, COMPANIES I USE ALSO GET MY TRUST
Trust in
information
created by each
author on social
networking sites,
content sharing
sites and online-
only information
sources.
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information
posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Australia. Q397-406. Thinking about the information you consume on content sharing
sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Australia.
Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the
information posted from each of the following authors or content creators? Informed Publics, in Australia.
TRUSTED
DISTRUSTED
23%
24%
31%
33%
33%
42%
43%
49%
62%
70%
Celebrities
Brands I don't use
A well-known online personality
Elected officials
A company CEO
A journalist
Employees of a company
Companies I use
An academic expert
My friends and family

37. TRUST MATTERS
Behavior based
on trust in
AUSTRALIA.
Q371-376. 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. Informed
Publics, Australia.
Q377-380. 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.
Informed Publics, Australia.
Distrusted companies Trusted companies
-57%
-49%
-25%
-12%
76%
59%
50%
37%
30%
27%
Refused to buy products/services
Criticized them to a friend/colleague
Shared negative
opinions online
I sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Paid more for products/services
Shared positive
opinions online
Defended company
I bought shares
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY

38. AUSTRALIA#EdelTrust