1. SWEDEN FINDINGS

2. EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
INFORMED
ONLINE SURVEY
PUBLICS
IN 26 COUNTRIES
• 31,000+ respondents • 500 respondents in U.S. and
China & 200 in other countries
• 5 years in 20+ markets
• Ages 25-64
• 8 years in 10+ markets
• College-educated
GENERAL • In top 25% of household
POPULATION income per age group in each
country
• 1000 respondents per
country surveyed • Report significant media
consumption and engagement
• Ages 18+ in business news and public
policy
• 2 years of data
• 13 years of data
MARKET COMPARISONS
Developed: US, UK, France, Germany and Japan
Emerged: Brazil, Mexico, Russia, India and China Indicates Global Data
Indicates European Union Region Data
EU SELECT COUNTRIES:
UK, France, Germany, Italy, Spain, Netherlands, Indicates Sweden Data
2 Sweden, Ireland, and Poland

3. EDELMAN TRUST BAROMETER IN RETROSPECT
2013 CRISIS OF LEADERSHIP
2012 THE FALL OF GOVERNMENT
2011 RISE OF AUTHORITY FIGURES
2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS
2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST
2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS
2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA
2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON
2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS
2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT
2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING
2002 FALL OF THE CELEBRITY CEO
2001 RISING INFLUENCE OF NGOS
3

4. TRUST 2013
THE STATE OF TRUST
FINANCIAL AND BANKING INDUSTRY DEEP DIVE
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 China 76 China 80
80 Germany +19
Singapore 67 Singapore 76 China +18
Indonesia 74
India 65 India 71 Canada +14
TRUSTERS
China 73
Indonesia 63 Mexico 68 India +11
Netherlands 73
Mexico 63 Hong Kong 67
Mexico 69 Malaysia 64
Netherlands 61
Singapore 67 Hong Kong 61 Canada 62
Argentina 62 Canada 58 Indonesia 62
India 56 Malaysia U.S. 59 Big Changes
57
Italy 56 Italy 56 Netherlands 59 from 2012
Argentina 54 Brazil 55
Canada 55
Germany 55 Germany +16
Australia 53
NEUTRAL
South Korea 53 France +14
France 54
Sweden 52 Brazil 51 UK +12
Sweden 54
Japan 51 Sweden 49 US +10
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. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS
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
Singapore 63 India 71
Informed Publics
Indonesia 61 Mexico 68
Malaysia 61 Hong Kong 67
Mexico 59 Malaysia 64
Hong Kong 54 Largest Differences between Canada 62
Indonesia 62
NEUTRAL
Canada 52 Gen Pop & Informed Publics
Brazil 51 U.S. 59
Netherlands 50 Poland, US, Sweden: - 14 points Netherlands 59
Argentina 48 Brazil 55
U.S. 45 Singapore, Ireland, Hong Kong, Germany 55
Germany 44 France: - 13 points France 54
UK 43 Sweden 54
S. Korea 43 UK 53
Turkey 43 Italy 51
DISTRUSTERS
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. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS - GLOBAL
TRUST A GREAT DEAL
Trust Total: 58%
Trust Total: 53%
Trust Total: 48%
Trust Total: 43%
GOVERNMENT 12% 16% 14% 17% BUSINESS
2012 2013 2012 2013
Trust Total: 63%
Trust Total: 57% Trust Total: 58%
Trust Total: 52%
19% 22%
17%
MEDIA 15%
NGOS
2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
8 in 20-country global total

9. TRUST IN INSTITUTIONS -SWEDEN
TRUST A GREAT DEAL
Trust Total: 62% Trust Total: 65%
Trust Total: 58%
Trust Total: 54%
GOVERNMENT 19% 19%
13% 11% BUSINESS
2012 2013 2012 2013
Trust Total: 47% Trust Total: 46%
Trust Total: 38% Trust Total: 41%
MEDIA 11% 8% 9% 9% NGOS
2012 2013 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”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
9

10. MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;
GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 – GLOBAL
NGOs Media Business Government
80%
2007 2013
12 point gap 10 point gap between
between business & business &
70% government trust government trust
61%
60% 59%
57%
54% 54% 56%
53% 53%
52% 53% 55%
52% 49%
50% 51% 49% 47%
46%
48% 46% 47% 46%
44% 46%
45%
44%
40% 43%
Back to
40%
38% 2011 highs
30%
20%
2007 2008 2009 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
1 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
0 Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

11. TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - SWEDEN
NGOs
80% Media
Business
Government
70%
64%
61% 61% 62%
60% 63%
57% 58%
55%
56% 51% 51% 51%
50%
51% 51% 51%
49%
39%
39% 43%
40% 38%
36%
36% 39%
37% 37%
30%
29% 30%
29%
20%
2007 2008 2009 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”. (Top 4 Box, Trust) Informed Publics ages 35-64
11

12. TRUST IN BUSINESS: DEVELOPED MARKETS VS. EMERGING MARKETS VS. SWEDEN
80%
Developed Emerging Sweden
70%
70% 67%
65% 64%
62%
60% 58%
55% 54%
53% 52%
55%
50%
47% 49%
40%
42% 39%
30%
20%
10%
2009 2010 2011 2012 2013
Q11-14. [Trust in Business] [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 Developed
12 (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)

13. TRUST IN GOVERNMENT: DEVELOPED MARKETS VS. EMERGING MARKETS VS. SWEDEN
80%
Developed Emerging Sweden
70%
64% 65%
60%
60%
62% 56%
60%
50%
50% 47%
44%
47%
40% 42% 43%
36%
34%
36%
30%
20%
10%
2009 2010 2011 2012 2013
Q11-14. [Trust in Government] [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 Developed (includes US,
13 UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)

14. 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% 74%
64% 63% 65%
62% 62% 63%
59% 60% 61% 60%
57%
56% 56% 56% 58% 58% 58%
52% 53%
50%
49% 47% 47% 47% 48% 48%48% 49%
44% 44% 44% 44%
41% 43%
40% 40%
35%
33% 32% 32%
30% 29% 31%
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
14 global total and across 26 countries

15. TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP
TRUST BUSINESS OVER
GOVERNMENT RUSSIA
IRELAND
+11 POINTS
+12 POINTS
TRUST GOVERNMENT
OVER BUSINESS POLAND
+26 POINTS
SPAIN
+24 POINTS
ITALY
BRAZIL +21 POINTS
+31 POINTS
MEXICO
+41 POINTS SOUTH KOREA
+13 POINTS
JAPAN
+20 POINTS
INDONESIA
ARGENTINA +27 POINTS
INDIA
+30 POINTS +24 POINTS
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
15 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 Mexico, Brazil, Argentina, Spain, Ireland,
Russia, Poland, Italy, South Korea, India, Japan and Indonesia

16. 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
16 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

17. MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - SWEDEN
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS GOVERNMENT LESS
WRONG INCENTIVES DRIVING BUSINESS WRONG INCENTIVES DRIVING BUSINESS
DECISIONS
49% DECISIONS
25%
69% 43%
CORRUPTION OR FRAUD 20% CORRUPTION OR FRAUD 18%
POOR PERFORMANCE/ INCOMPETENCE 15% POOR PERFORMANCE/ INCOMPETENCE 32%
LACK OF REGULATION OR CONTROL 10% LACK OF REGULATION OR CONTROL 18%
TRANSPARENCY ISSUES 4% TRANSPARENCY ISSUES 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
17 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population

18. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN
LEAST TRUSTED
TRUST IN INDUSTRIES – GLOBAL
Technology #1 in all
2012 2013
markets surveyed*
Technology 79% Technology 77%
Automotive 66% Automotive 69%
Food and beverage 64% Food and beverage 66%
Consumer packaged Consumer packaged
goods 62% 65%
goods
Telecommunications 60% Telecommunications 62%
2013: Top 3 in Developed Markets
Brewing and spirits 59% Brewing and spirits 62% #1 Technology
#2 Automotive
Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits
Energy 53% Pharmaceuticals 58%
2013: Top 3 in Emerging Markets
Media 51% Media 53% #1 Technology
#2 Automotive
Banks 47% Banks 50% #3 Consumer Packaged Goods
#3 Energy
Financial services 45% Financial services 50%
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 in 20 -country global total (excludes
18 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)

19. TRUST IN INDUSTRIES - SWEDEN
2012 2013
Technology 73% Technology 66%
Pharmaceuticals 62% Brewing and spirits 59%
Food and beverage 62% Pharmaceuticals 58%
Brewing and spirits 62% Consumer packaged goods 57%
Consumer packaged goods 55% Food and beverage 56%
Telecommunications 54%
Automotive 52%
Automotive 52%
Telecommunications 50%
Media 40%
Energy 45%
Banks 37%
Banks 41%
Financial services 33%
Financial services 40%
Energy 31%
Media 38%
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
19 to 2013 shown)

20. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –
EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES – GLOBAL
76% 75% 74% 74%
70% 68% 68%
65%
61%
50% 48%
46%
41%
36% 35% 34%
31%
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
20 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 Ages 25-64 in 26-country global total

21. DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
Global trust in companies headquartered in Germany, Developed
Sweden, Canada and China has remained stable since 2008* Emerging
Sweden
82% 80%
79%
78% 74%
73% 72% 71%
69%
58% 60%
50%
36%
29%
26%
22% 23%
19%
Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs
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) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India)
21 *Data used includes Informed Publics ages 35-64 only in 18-country global total

22. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;
WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES
TRUST IN DIFFERENT TYPES OF BUSINESSES
SMALL BUSINESSES
BIG BUSINESSES
89%
86%
79% 78%
76%
70% 70%
65%
62%
53% 55%
48%
GLOBAL DEVELOPED EMERGING US UK CHINA
Q15-17. 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
22 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China,
UAE

23. TRUST IN SMALL BUSINESS VS. BIG BUSINESS
SMALL BUSINESSES
BIG BUSINESSES
79%
76%
72%
70% 70%
62% 63%
61%
53%
51%
GLOBAL DEVELOPED EMERGING EU SWEDEN
Q15-17. 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics
23 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India)

24. 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%
68% 66%
66% 67% 67% 66% 65% 64%
64%
63% 64% 63% 61%
60% 63% 62%
58% 58% 59%
59%
55% 57% 56% 55%
53% 54% 53%
51% 51%
49%
50% 48%
46%
41% 40%
37%
28% 30%
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
24

25. 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%
57% 57% 57%
54% 54%
52% 51% 50% 49%
50% 47%
50%
49% 47% 47% 47% 48%
45% 46% 45% 45% 45%
42% 43%
43% 42%
41%
38%
37% 35% 36% 38%
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
25

26. TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging EU Sweden
71%
65%
58% 58% 56% 58%
51% 54% 53% 52%
47% 50%
41% 43% 41% 40%
32% 33% 31% 30% 32%
26% 21% 22%
20%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
GLOBAL AGE BREAKDOWN
18-29 30-44 45-64 65+
61% 61% 60%
59% 56% 56%
54%
49% 49% 48% 47% 45% 44% 43%
40% 37%
37%
29% 31%
29%
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
26 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); Age breakdown for general population in 26-country global total

27. 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
27 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)

28. BANKING AND FINANCIAL SERVICES
DEEP DIVE

29. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF MARKETS NOW
BELOW 50% TRUST LEVEL
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011
2008
2013 US Trust in Banking Industry has doubled
over past two years, from 25% (2011) to
+ 11 50% (2013) among Informed Publics 25-64.
83% 83%
80%
72% 71% -13 -20
69%
67% -19
63%
-11 61%
59%
60%
59% -25
56% 54% 56%
53%
52% -13
50% 49% 49% 49% 51%
47%
-25 -26
45% 47%
44% -19 45%
38%
42% -24
35% 35%
32% 31% 31%
26%
23% 22%
19%
11%
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
29 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
and across 18 markets

30. BANKS PERFORMANCE REPORT CARD 50%+ = 
SCORING 40-49% = O
RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY
<40% = X
Rating of Banks’ Performance in each of Developed Emerging US UK Canada Australia China
the following (Total Excellent/Good)
Lending to small businesses X O X X O X 
Providing home mortgage loans X O X X  O 
Offering reasonable credit cards X O X X O X 
Trading and investing in government debt X O X X X X 
Ensuring the privacy & security of
customers' personal information O   X   
Overseeing initial public offerings for
companies X X X X X X O
Trust in Banking Industry 42% 69% 50% 29% 59% 40% 80%
30 Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions?
Informed Publics ages 25-64 in 26-country global total and across 26 countries (Total Excellent/Good) in Develop markets, Emerging markets, US, UK, Canada, Australia and China

31. BANKS PERFORMANCE REPORT CARD 50%+ = 
SCORING 40-49% = O
RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY
<40% = X
Rating of Banks’ Performance in each of the Developed Emerging EU APAC LATAM
following (Total Excellent/Good)
Lending to small businesses X O X X X
Providing home mortgage loans X O X O X
Offering reasonable credit cards X O X O O
Trading and investing in government debt X O X O X
Ensuring the privacy & security of customers'
personal information O  O O O
Overseeing initial public offerings for companies X X X X X
Trust in Banking Industry 42% 69% 31% 72% 52%
Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions?
31 (Total Excellent/Good) Q43-60. [ Banking 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 Develop markets,
Emerging markets, EU, APAC, and Latin America

32. BANKS PERFORMANCE REPORT CARD 50%+ = 
SCORING 40-49% = O
RELATIONSHIP BETWEEN TRUST AND PERFORMANCE KEY
<40% = X
Rating of Banks’ Performance Nether-
in each of the following (Total UK Germany France Italy Spain Ireland Poland Sweden Russia Turkey
lands
Excellent/Good)
Lending to small businesses X X X X X X X X X X O
Providing home mortgage loans X X X X X X X X O X O
Offering reasonable credit cards X X O X X X O X X X X
Trading and investing in government
debt X X X X X X X X X X X
Ensuring the privacy & security of
customers' personal information X O  X X X O   X O
Overseeing initial public offerings for
companies X X X X X X X X X X 
Trust in Banking Industry 29% 26% 34% 32% 22% 15% 31% 47% 41% 47% 35%
Q151-156. Now, thinking more specifically about different actions banks can take, how would you rate banks’ or the banking industry’s performance in carrying out each of the following actions?
32 (Total Excellent/Good) Q43-60. [Banking 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 UK, Germany, France,
Italy, Spain, Ireland, Netherlands, Poland, Sweden, Russia, and Turkey

33. TRUST DEFICIT IN BANKS LINKED TO CULTURE
WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – GLOBAL
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR – 56% GLOBALLY)
LACK OF REGULATION
CORPORATE CULTURE DRIVEN BY
COMPENSATION/BONUSES
20% 23%
59% of causes of scandals
13% are internal and within
BANKS ARE TOO LARGE business’ control
6% 25%
CHANGES IN THE ECONOMY 11%
CORPORATE
CORRUPTION
CONFLICTS OF INTEREST
Q160. How familiar are you with the banking/ financial services scandals that took place over the past year, specifically at Barclays, J.P. Morgan and Standard Chartered? ; Q161. [ASK IF FAMILIAR
33 WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR(Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial
services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals? Informed Publics ages 25-64 in 26-country global
total

34. WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? - SWEDEN
(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)
LACK OF REGULATION CORPORATE CULTURE DRIVEN BY
COMPENSATION/BONUSES
15%
BANKS ARE TOO LARGE
10% 70% of causes of
scandals are
2% 50% internal and
CHANGES IN THE ECONOMY
4% within business’
control
CONFLICTS OF INTEREST 16%
CORPORATE
CORRUPTION
34 Q161. [ASK IF FAMILIAR WITH BANKING SCANDALS (Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals,
specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals?

35. GLOBALLY, 63% SAY BANKING AND FINANCIAL SERVICES BEHAVIORS
ARE COMMON ACROSS ALL BUSINESS
“Make no mistake, for UBS traders the manipulation
of Libor was about getting rich,”
“As one broker told a UBS derivatives trader: ‘Mate
yur getting bloody good at this libor game ...think of
me when yur on yur yacht in monaco won’t yu’”
Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited
35 are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country
global total and across 26 countries

36. CRISIS OF LEADERSHIP

37. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – GLOBAL
2012 2013
Academic or expert 68% Academic or expert 69%
Technical expert in the company 66% Technical expert in the
67%
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 regulator 29% Government official or
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
37 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)

38. CREDIBLE SPOKESPEOPLE
2013
2012 2013
Academic or expert 68% Academic or expert 69% 69%
Technical expert in the Technical expert in the 67%
66% 67%
company company
A person like yourself 65% A person like yourself 61% 62%
Regular employee 50% Financial or industry
51% 43%
analyst
NGO representative 50% NGO representative 51% 42%
Financial or industry analyst 46% Regular employee 50% 52%
CEO 38% CEO 43% 40%
Government official or
29% Government official or 47%
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
38 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)