The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. This deck reveals insights on the global energy sector. Learn more: http://edl.mn/1FAgeVZ For more information, please contact Joseph.Campbell@edelman.com.

1. 2015
EDELMAN TRUST BAROMETER
GLOBAL RESULTS
ENERGY SECTOR

2. 2
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• Ages 25-64
• 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
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets

3. 3
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 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
TRUST IN RETROSPECT

4. 4
2014:
A YEAR OF THE
UNPREDICTABLE
& UNIMAGINABLE

5. 5
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
THE TRUST
INDEX:
TRUSTERSNEUTRALDISTRUSTERS
2014
TRUSTERS
from 30% to
22% in 2015
GLOBAL 56
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
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS
from 33% to
48% in 2015
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.
27-country global total.
Informed
Public

6. 6
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
THE NEW
TRUST
DEFICIT:
TRUSTERSNEUTRALDISTRUSTERS
2015
GLOBAL 55
2015
GLOBAL 46
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
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 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
Nearly 2/3
of countries are
now
DISTRUSTERS
among the General
Online Population
Informed
Public
General
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.

7. 7
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 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.
THE EVAPORATION OF TRUST:
NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%
57%
2014 2015
#2
45% 48%
2014 2015
#4 GOVERNMENTMEDIA
NGOS
Informed
Public

8. 8
FOUR KEY FACTORS
AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months

9. 9
50%
80
77
72
66 67 66
63 64
61 61 61
57
53 54 52
78
75
71
67 67 66
63 63 61 60 60
57
54 53 51
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS:
TECHNOLOGY-BASED INDUSTRIES DECLINE
Informed
Public
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, 27-country global total.
2014 2015
More Trust Less Trust
% Trust
*% of countries in which trust decreased

10. 10
50%
76% 75% 75% 74%
70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN:
BRIC COUNTRIES REMAIN DISTRUSTED
Most Trusted
Informed
Public
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.

11. 11
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, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
LEADERSHIP: EXPERT AND “A PERSON
LIKE YOURSELF” MORE CREDIBLE THAN CEO
70%
68%
63%
54% 55%
53%
46%
37%
70%
67%
63%
56%
53%
49%
43%
38%
Academic or
Industry Expert
Company
Technical Expert
A Person Like
Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
CEO Government
Official or
Regulator
2014 2015
More Trust Less Trust
Informed
Public

12. 12
44% 45%
72%
64%
75%
69%
TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
ENTERPRISE TYPE:
DEVELOPING COUNTRIES
MORE OPEN TO BIG BUSINESS
Informed
Public
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of
business 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.
Edelman’s 2014 Summer Trust
Supplement found that, in most
emerging markets, large family-
owned businesses were the most
trusted company type, whereas
small family-owned businesses
were significantly less trusted.
Note that this distinction between
large and small family-owned
companies used for the Summer
Report makes direct comparisons
with the 2015 Barometer not
possible.
DEVELOPED COUNTRIES DEVELOPING COUNTRIES
State-owned Big Business Family-ownedState-owned Big Business Family-owned

13. TRUST IN ENERGY
DEEP DIVE

14. 14
ENERGY
INDUSTRY MORE
TRUSTED BY
INFORMED
PUBLIC IN MOST
COUNTRIES
TRUST IN THE ENERGY
SECTOR, INFORMED
PUBLIC VS. GENERAL
ONLINE POPULATION
TRUSTERSNEUTRALDISTRUSTERS
2015
GLOBAL 60
India 86
UAE 85
China 84
Indonesia 80
Singapore 75
Malaysia 73
Brazil 69
Russia 68
Hong Kong 66
Mexico 65
S. Korea 63
Italy 60
U.S. 59
France 57
Netherlands 56
S. Africa 50
Canada 49
Japan 49
Australia 49
Poland 48
Turkey 47
Spain 46
Ireland 46
Sweden 44
Argentina 42
U.K. 38
Germany 37
2015
General
Population
Informed
Public
GLOBAL 55
India 80
UAE 75
Indonesia 75
China 74
Singapore 69
Malaysia 69
Brazil 65
Mexico 64
Hong Kong 62
U.S. 59
S. Korea 58
Italy 56
Russia 56
France 54
Canada 53
Netherlands 51
S. Africa 51
Poland 48
Argentina 47
Ireland 47
Japan 44
Turkey 43
Australia 43
Germany 40
Sweden 39
U.K. 37
Spain 34
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, 27-
country global total and General Population, 27-country global total.
General Online
Population
has equal or greater
Trust in
• Mexico (-1)
• U.S.
• Canada (+4)
• S. Africa (+1)
• Poland
• Argentina (+5)
• Ireland (+1)
• U.K. (-1)

15. 15
53%
57% 57%
56%
55%
61%
60%
53%
59% 59%
60%
2009 2010 2011 2012 2013 2014 2015
Trust in Energy
50%
TRUST IN ENERGY SECTOR VS. TRUST IN BUSINESS, 2009 – 2015,
GENERAL ONLINE POPULATION VS. INFORMED PUBLIC
LONG-TERM TREND: A GROWING GAP IN TRUST
BETWEEN GENERAL POPULATION AND INFORMED
PUBLIC
Informed
Public
47%
50%
49% 49%
50%
54%
56%
53%
58% 58%
57%
2009 2010 2011 2012 2013 2014 2015
Trust in 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 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
20-country global total and General Population, 25-country global total.
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 20-
country global total and General Population, 25-country global total.
General
Population

16. 16
56
74
56
54 55
48 47
44
41
36 36
31
81
76
78
69
71
67
69 68
62
54
52 53
55
48
50
41
55
75
59
56 56
54
48 47
43
40 39
37
80
75 74
69 69
65 64
62
58
53
51 51
47
44 43
34
Lower/Equal Trust in 16 Countries
50%
TRUST IN ENERGY INDUSTRY, 2014 VS 2015
TRUST IN ENERGY
DECLINING IN 60% OF COUNTRIES SURVEYED
2014 2015
General
Population
Increased Trust in 11 Countries
% Trust; emphasis on changes of 5 points or more
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) General Population, 27-country global total.
-7-7-8-5-6-5+6+6

17. 17
50%
70%
57%
54%
50% 50%
68%
57%
49% 49%
41%
Renewables/
Cleantech*
Natural Gas Utilities Oil Mining Pipelines Nuclear
TRUST IN VARIOUS INDUSTRY SUB-SECTORS, 2014 VS. 2015
INDUSTRY SUB-SECTORS:
NUCLEAR IS LEAST TRUSTED
General
Population
Q61C-65C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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”. General Population, 27-country global total.
*2014: “Renewables (wind, solar, biofuels, geothermal, etc.),” 2015: “Cleantech (electric vehicles, smart grid, wind and solar power)”
20152014
NotAvailable
NotAvailable
NotAvailable
NotAvailable

18. 18
TRUST IN VARIOUS INDUSTRY SUB-SECTORS, GLOBAL AND REGIONAL - 2015
68%
57%
49% 49%
41%
63%
59%
44%
47%
41%
73%
60%
55% 54%
43%
64%
47%
36% 38% 33%
71%
66%
60% 59%
46%
Cleantech Natural Gas Oil Pipelines Nuclear
Global North America Latin America EU APAC
TRUST IN ENERGY INDUSTRY SUB-SECTORS
VARIES ACROSS REGIONS
General
Population
Q61C-65C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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”. General Population, 27-country global total and across 5 regions.

19. 19
TOP ACTIVIST CORPORATE TARGETS
ENERGY MOST TARGETED SECTOR
Source: SigWatch

20. 20
ENERGY ISSUES AMONG THE MOST ACTIVE
18 OUT OF 20 TOP CAMPAIGN ISSUES TARGET THE
ENERGY SECTOR
Most Active Issues – 2000-2014
= Energy specific
Source: SigWatch

21. TRUST AND
INNOVATION
IN BUSINESS

22. 22
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY 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, 27-country global total.
TRUST IN BUSINESS INNOVATION:
PACE IS TOO FAST BY A 2-TO-1 MARGIN
51% Too Fast28% Too Slow
Informed
Public
19% Just Right

23. 23
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY
TECHNOLOGY, BUSINESS TARGETS AND
GREED/MONEY
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry
today? Informed Publics, 27-country global total.

24. 24
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY,
INFORMED PUBLIC VS. GENERAL ONLINE POPULATION
BUSINESS INNOVATION:
HYDRAULIC FRACTURING IS SIGNIFICANTLY
DISTRUSTED
61%
49%
44%
39%
25%
69%
59%
55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing
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.
50%
General
Population
Informed
Public

25. 25
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q355-359. Below is 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.
BUSINESS INNOVATION:
DEVELOPING MARKETS MORE OPEN TO CHANGE
+29 +19 +26 +21 +6
83%
72% 71%
60%
37%
54% 53%
45%
39%
31%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
Informed
Public
50%
… but do not take
customers in developing
markets for granted.

26. 26
50%
TRUST IN HYDRAULIC FRACTURING
HYDRAULIC FRACTURING
DISTRUSTED IN 19 OF 27 COUNTRIES
SURVEYED
% Trust in Hydraulic Fracturing
General
Population
More Trust Less Trust
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of these recent
developments? HYDRAULIC FRACTURING [A PROCESS IN WHICH NATURAL GAS IS EXTRACTED FROM ROCK BENEATH THE
EARTH'S SURFACE] General Population, 27-country global total and across 27 countries.
39
73
61
58 56
53 52 51 50
47 45 44 43
39 38
35 33
30 30 29 29 28 28 26 25 23 22
18

27. 27
50%
TRUST IN ENERGY INDUSTRY VS TRUST IN INDUSTRY TO IMPLEMENT NEW DEVELOPMENT
TRUST IN INDUSTRY
DOES NOT GUARANTEE LICENSE TO INNOVATE
General
Population
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) General Population, 27-country global total and across 27 countries.
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? General Population, 27-country global total and across 27 countries.
Energy Industry Trusted Equally/More in All 27 Countries
Trust Industry Trust Industry to Implement
Hydraulic Fracturing
% Trust
55
80
75 75 74
69 69
65 64
62
59 58
56 56
54 53
51 51
48 47 47
44 43 43
40 39
37
34
41
74
61 61
56
50
55
58
52
46
43
48
37
29
33 33
29
27
41
39
22
30
32
30
22 23
35
29

28. 28
NOT ON INDUSTRY TERMS: OPPOSITION CO-
OPTED “FRACKING” BEFORE THE
TECHNOLOGY CAME INTO PUBLIC
CONSCIOUSNESS
Source: Google
Trends

29. 29
52% Not enough government regulation of the energy industry
43% Trust policy makers to implement appropriate regulations on the energy
industry
69% When policymakers are developing new regulations, they should consult
with multiple stakeholders (i.e. NGOs, academics, the affected
businesses/industries, etc.)
69% The energy industry should be a more active participant in the broader
debate over energy policy
PERCENT OF RESPONDENTS WHO AGREE:
ENERGY REGULATIONS:
INDUSTRY HAS THE LICENSE TO ENGAGE
Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the
right amount? General Population, 27-country global total and across 27 countries. Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how
much you agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “I trust policymakers
to develop and implement appropriate regulations on the energy industry.” Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you
agree or disagree with the following statements? General Population, 27-country global total and across 27 countries. – “When policymakers are
developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected
businesses/industries, etc.) before making final decisions.”
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-
country global total and across 27 countries. – “The energy industry should be a more active participant in the broader debate over [INSERT
COUNTRY] energy policy.”
General
Population
We Need More Regulation—But Don’t Trust Policy Makers Alone
The Energy Industry Needs To Engage

30. BUILDING
TRUST

31. 31
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
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
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
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
Delivers consistent financial returns to investors
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.
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) Informed
Public, 27-country global total.

32. 32
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY:
PRIORITY AREAS FOR COMPANIES TO BUILD
TRUST
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
StatedImportance
Stated Performance
PURPOSE
OPERATIONS in 2008
Informed
Public
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) Informed Public, 27-country global total. Q114-129. Please rate businesses in general
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 Extremely Well) Informed
Public, 27-country global total.

33. 33
48%
54%
51%
51%
54%
65%
58%
58%
60%
67%
72%
74%
78%
78%
79%
80%
84%
84%
Makes me feel connected to something bigger
Develops intellectual property
Supports local charities and good causes
Is transparent in reporting progress on company's
social responsibilities
Embraces sustainable business practices
Makes my life easier
Keeps me and my family safe
Protects customer data
Ensures quality control
Importance of Behavior in Building Trust in a Company
Energy Industry Performing Well
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS
ENERGY INDUSTRY FALLING SHORT IN
KEY TRUST-BUILDING BEHAVIORS
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General
Population, 27-country global total.
Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale
where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global
total and across 27 countries .
General
Population
Gap
Importance of Behavior
vs.
Energy Industry Performance
-24
-26
-22
-14
-24
-27
-23
-18
-19

34. 34
Financial
Services
Energy
Food &
Beverage
Health Technology
Makes me feel connected to something bigger 20 19 18 17 7
Develops intellectual property 21 18 16 13 2
Supports local charities and good causes 23 23 18 20 20
Is transparent in reporting progress on
company's social responsibilities
27 27 25 25 20
Embraces sustainable business practices 25 24 21 22 18
Makes my life easier 21 14 14 16 4
Keeps me and my family safe 27 22 23 16 18
Protects customer data 24 26 26 22 22
Ensures quality control 28 24 19 20 14
Average Gap 24 22 20 19 14
GAP IN IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE EACH INDUSTRY IS
PERFORMING WELL AGAINST THESE BEHAVIORS
TRUST-BUILDING BEHAVIORS: ENERGY GETS
LOW MARKS RELATIVE TO OTHER SECTORS
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General
Population, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors
listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”.
General Population, 27-country global total and across 27 countries .
General
Population
Point gap between importance and performance

35. 35
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
Make test results available publicly for review 80%
Partner with an academic institution 75%
Run a clinical trial or beta test 71%
Partner with an NGO 63%
Partner with government 55%
55% AGREE:
New developments
are not tested
enough
BUILDING TRUST IN NEW DEVELOPMENTS:
TRANSPARENCY AND 3RD-PARTY
VALIDATION ARE ESSENTIAL
Informed
Public
Q365-369. Below are 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 [INSERT COUNTRY]. 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 [INSERT COUNTRY].

36. 36
BUILDING AND DEFENDING TRUST:
CLEAR PERSONAL AND SOCIETAL BENEFITS ARE
KEY
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in
Business Has Increased
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past
year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any,
has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT
COUNTRY].
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics,
27-country global total.
Reasons Trust in
Business Has Decreased
47% 53%
81%
agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”

37. 37
THE INNOVATION
TRUST MATRIX
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Trusted
Innovation
APATHY
More
Transparency
More Accessible
Greater
Understanding
Greater Participation
More Control
More Clear Benefit
Greater Personal Benefit
Greater Societal Benefit
Less Clear Benefit
Less Personal Benefit
Less Societal Benefit
Distrusted
Innovation
FEAR
Additional insights
on building trust in
innovation can be
found in the
2015 Trust
Barometer Global
Report

38. 38
THE NEW FORMULA FOR
BUSINESS INNOVATION
TI
Trusted
Innovation
Discovery
Business brings an
unrivaled agility and
nimbleness, a multi-
stakeholder and
often global view,
founded in specific
expertise no other
institution can bring.
= (D
Benefit
Benefit is twofold:
personal and
societal, referring to
the trust placed in
companies that
address individual
needs or challenges,
as well as larger,
macro-issues facing
society.
B+
Integrity
Attributes that build
trust in any company,
chiefly having ethical
business practices,
managing risk,
treating employees
well and operating
responsibly as a
good corporate
citizen.
I)+
E Engagement
The multiplier factor:
the transparency and
3rd-party validation
that is integral to
innovation. Making
test results publically
available for review
and partnering with
other institutions all
increase trust.
Ensuring information
is easy to find,
understand, and
share is critical.

39. 39
BUILDING TRUST
A REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, business must conduct
itself with new rigor and self-awareness.
A commitment to robust relationships,
transparency and consistency in
reporting, active listening to
stakeholders’ concerns and a
willingness to modify products and
services is required. Ultimately this is an
action of leadership, culture and
conduct.
Business must continue to apply its
unparalleled perspective and skill to the
world’s greatest problems. Enterprise
must bring ideas and products to market
that yield benefit, while ensuring the
public sees the connection between
new developments and societal benefit.
Innovative product and service solutions
should be recognized by stakeholders
as more than profit-drivers.
Business must adopt a new framework
rooted in facilitating dialogue, sharing
information and fostering collaboration.
Realizing that new developments do not
speak for themselves, enterprises must
actively engage a broad range of
stakeholders to facilitate greater
understanding through stories that
reach and touch their audiences.
Business must explain benefits
completely, elucidate the technology
behind the innovations and
communicate its ethical practices in
bringing those discoveries to market. A
business that does this well is one that
invites partnership, encouraged
feedback and interaction and listens
openly.

40. 40
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
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, 27-country global total.
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, 27-country global
total.
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY

41. 41
On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks:
REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines
Flight MH370: REUTERS/Samsul Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue:
REUTERS/Jason Reed; Sony Pictures: AP PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP
PHOTO/Richard Drew. On slide 31: Narendra Modi: REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.
Amy Hemingway, Global Chair, Energy Sector
amy.hemingway@edelman.com
1-202-350-6661
Follow us on Twitter – @EdelmanEnergy

42. 42
APPENDIX 1:
ADDITIONAL SLIDES FOR THE ENERGY SECTOR

43. 43
50%
TRUST IN NUCLEAR, 2015
NUCLEAR
DISTRUSTED BY 80% OF COUNTRIES SURVEYED
2015
General
Population
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
More Trust Less Trust
41
68 68
65
54 53
46 44 44 43 42 42 42 41 41 41 39 39 38
33 32 31 29
26 25 24 23 21

44. 44
Lower/Equal Trust in 16 Countries
50%
TRUST IN RENEWABLES/CLEANTECH, 2014 VS 2015
TRUST IN CLEANTECH (RENEWABLES IN 2014)
SHARP DECLINES IN SOME KEY MARKETS
2014 2015
General
Population
Increased Trust in 11 Countries
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
70
82
77 76
68
66
59
65
63
58 58
55
81
79 78
73 73
75
77
66
71
68
74
70
67
65
77
61
68
85
80
78
73
70 69
66
64
62
59
56
79 78 78
73
71 71
68
65 64 64 63 62 62 61
59
56
-18

45. 45
Lower/Equal Trust in 16 Countries
50%
TRUST IN OIL, 2014 VS 2015
TRUST IN OIL
DECLINES IN 60% OF COUNTRIES
2014 2015
General
Population
Increased Trust in 11 Countries
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
50
67
53
41
36 37
39
36
38
33
30 29
81 82
75
68 68
66
72
59
52 52
46
43
40 39
30 30
49
71
60
47
44 44
41
39 39
35 34 33
79 78
74
64 63 63
61
58
50
45
42 41
38
36
29
27
+6

46. 46
Lower/Equal Trust in 16 Countries
50%
TRUST IN NATURAL GAS, 2014 VS 2015
TRUST IN NATURAL GAS
SHARP DECLINES IN SOME KEY MARKETS
2014 2015
General
Population
Increased Trust in 11 Countries
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
57
82
66
57 57
48
52
50
43 42
45
40
81 80
69
73
70
67
70
65
58 58
50 51
45
43
51
40
57
83
71
62
60
54 53 52
49 49
47
43
81
77
67 66 65 65 64
62
52
50 49 48
45
42 41
37
+6 +7

47. 47
50%
TRUST IN PIPELINES, 2015
TRUST IN PIPELINES
DISTRUSTED IN MAJORITY OF COUNTRIES
2015
General
Population
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
49
76
73 72
70
61 60 60 59 59
56
47 47 46 46 46
44 43 43
41 41 40 40 40
35
30 29
26
More Trust Less Trust

48. 48
50%
TRUST IN UTILITIES, 2014
TRUST IN UTILITIES
TRUSTED OR NEUTRAL IN MOST COUNTRIES
General
Population
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
2014
54
79
77
74 74
72 71 70 69
59 58 58
54
51 51 51 51 51
45 45
39 39 38 38 37 36 35
26
More Trust Less Trust

49. 49
50%
TRUST IN MINING, 2014
TRUST IN MINING
DISTRUSTED IN HALF OF COUNTRIES SURVEYED
General
Population
% Trust
Q61C-67C. [TRACKING] Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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) General Population, 27-country global total.
50
70
68 67 66 66 65
63
60 59
57
54 54
50
46 45 45 45 44 44 44
42
38
36
33 32 32
29
More Trust Less Trust
2014

50. 50
Lower/Equal Trust in 13 Countries
50%
TRUST IN CHEMICALS INDUSTRY, 2014 VS 2015
TRUST IN CHEMICALS
HOLDS RELATIVELY STEADY AROUND THE WORLD
2014 2015
General
Population
Increased Trust in 14 Countries
% Trust
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) General Population, 27-country global total.
50
67
63
49
51
47
43
34
40 39 39 38 38
31
29
72
70
65
63
61
64
61
63
60
53
46 46
29
50
69
64
54 53
50
44
42 41 40 40 39 39
34
32
71
65
62 62 61
59
57 56 55
51
45 44
27
+8+5 -5 -7 -5

51. 51
50%
GOVERNMENT REGULATION OF THE ENERGY INDUSTRY: TOO MUCH, NOT ENOUGH, OR
DON’T KNOW
MAJORITY AGREE,
ENERGY INDUSTRY SHOULD BE MORE
REGULATED
General
Population
Not Enough
Regulation
Too Much
Regulation
Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not
enough or the right amount? General Population, 27-country global total and across 27 countries .
More Trust
% who agree
More Agreement : Not Enough Regulation
Don’t Know
52
70 69
66 65
62
58 58 58 57 57 56 55 54
52 52 51 50 49 49 48
45
43
41
36
32 32
25
15
6 9
13 14
20
13
11
6
17
10 11 13 13 14 14
27
6
16
14 16
16
22
29
16
18
10
20
11
7 6 2 5
8
14
10
10
7
8
12
15
12
4
10
11
8
12 19
12 20 9
10
21 23
12
12

52. 52
50%
TRUST IN POLICY MAKERS TO IMPLEMENT APPROPRIATE REGULATIONS ON THE ENERGY INDUSTRY
AND THERE IS BROADLY LITTLE TRUST IN
POLICY MAKERS TO REGULATE General
Population
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General
Population, 27-country global total and across 27 countries. – “I trust policymakers to develop and implement appropriate regulations on
the energy industry.”
43
73
68
66 66
62
56 56
51
46
41 40 39 38 37 36 35 35 34 33 33 33 32 31
29 29
27
25
% Trust
Higher Trust Less Trust

53. 53
50%
PERCENT AGREEING THAT POLICYMAKERS SHOULD CONSULT MULTIPLE STAKEHOLDERS
THOUGH THERE IS BROAD AGREEMENT THAT
POLICY MAKERS NEED TO CONSULT MULTIPLE
STAKEHOLDERS
% Agreement
General
Population
Higher Agreement Less Agreement
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General
Population, 27-country global total and across 27 countries. – “When policymakers are developing new regulations on businesses and
industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making
final decisions.”
69
79 79 78 77 77 76 75 73 72 71 71 70 70 70 70
67 67 67 66 65 64 64 64 62
59 58
50

54. 54
50%
PERCENT AGREEING THAT ENERGY INDUSTRY MUST BE ACTIVE IN THE DEBATE ON ENERGY POLICY
AND A BROAD DEMAND
THAT INDUSTRY PLAY AN ACTIVE ROLE
General
Population
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General
Population, 27-country global total and across 27 countries. – “The energy industry should be a more active participant in the broader
debate over [INSERT COUNTRY] energy policy.”
% Agreement
Higher Agreement Less Agreement
67
82 82
77 77 76
72 71 71 70 70 69 68 67 67 66 65 65 65 64 63 61 60 60
57 56 55
45

55. 55
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“ENSURES QUALITY CONTROL”
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.
General
Population
50%
Performance Importance%, ranked by size of performance gap
Performance Gap Exceeds Global Average
Gap:
-24
84 83
88 89
85
90
87
81 80 78
83
79
89
84 83 82 82
86
75
85
91 90
73
83
80
83
87 88
60
77 78 78
71
75
71
65 64
60 62
58
67
60 58 56 56
60
47
56
61 60
42
51
45 46 47 45

56. 56
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“PROTECTS CUSTOMER DATA”
General
Population
Performance Importance
Bigger Performance GapPerformance Gap Exceeds Global Average
Gap:
-26
84
80
88 87 89
82
86
80 80 79
88
81
85
91
78
85 83 82 84
90
77
87
81
86 84
80
87
77
58
73
78 77 78
66 68
62 62
59
67
56
60
65
52
58
55 54 54
59
46
54
45
49 47
42
47
35
%, ranked by size of performance gap
50%
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

57. 57
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“KEEPS ME AND MY FAMILY SAFE”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-22
80
83
86 84
89
75
84
80
75
80
86 85
77 76
79
84
76 75
83 84
71
83
78
87
76
68
78
83
58
73
76
73
77
61
69
65
59 61
66 65
55 54
57
60
52 50
58 58
44
55
50
57
42
34
43 42
%, ranked by size of performance gap
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

58. 58
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“MAKES MY LIFE EASIER”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-14
79
82 81
76
88
77
86
76 75
80
87
76
86
75 74
80
85
65
83
77
82
76
71
75
83
75
79
85
65
77
74
69
80
69
77
67 65
70
77
66
76
64 62
67
70
50
67
60
65
57
51
54
61
48 50 51
%, ranked by size of performance gap
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

59. 59
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“EMBRACES SUSTAINABLE BUSINESS PRACTICES”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-24
%, ranked by size of performance gap
78 78
82 84
81
75
88
77
83
74
82
69
75 76 78 78
83
86
67
63
78
84
77 79 79 77 77
83
54
72 74 74
68
61
73
62
67
57
63
47
51 51 52 52
57 59
40
36
49
54
42 43 43
39 37 38
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

60. 60
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“TRANSPARENT REPORTING - SOCIAL
RESPONSIBILITY”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-27
%, ranked by size of performance gap
78 78
84 85 86
83
79
74 75 77
71 73
83
79
82
76
68
77
82
68
77
85
64
78 80
76 77
82
51
72 72 71 72
67
62
57 57 58
48 50
58
51
54
48
39
48 50
36
45
52
30
40 41
37
32
35
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

61. 61
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“SUPPORTS CHARITIES AND GOOD CAUSES”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-23
%, ranked by size of performance gap
74
78
84
81
66
82
71 71
79
84
77
65
67
76 75
69
71 72
61
67
77
79
58
70
74
78
74
80
51
70
72
69
52
68
57 56
64
68
59
47
44
52 51
45 46 46
35
40
50 51
29
39
42 41
34
38
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

62. 62
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“DEVELOPS INTELLECTUAL PROPERTY”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-18
%, ranked by size of performance gap
72
78
85
80
84
70
73
71 71
83
68
63
81
70
66
71
65 67
75
81
62
84
58
68
63
67
74
76
54
73
76
70
74
60
62
60 60
70
54
49
67
54
50
52
46 46
54
59
40
61
34
41
36
39
42 41
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

63. 63
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE ENERGY
INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS ACROSS 27 COUNTRIES
TRUST-BUILDING PERFORMANCE GAP
“CONNECTED TO SOMETHING BIGGER”
General
Population
Performance Importance
50%
Performance Gap Exceeds Global Average
Gap:
-19
%, ranked by size of performance gap
67
71
78
83
85
57
64
83
54
68
66
47
70
78
65
59 59
68
57
52
73
66 64
80
68
61
64
76
48
64
70
74 75
45
52
69
40
53
51
30
53
61
47
40 38
47
35
30
51
42
40
54
39
32
35 36
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box,
Trust) General Population, 27-country global total and across 27 countries. Q344-348. How well do you think the [INSERT SECTOR BEING
RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and
nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries.

64. 64
APPENDIX 2:
ADDITIONAL SLIDES FROM THE GLOBAL REPORT

65. 65
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
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 NGOS:
STILL MOST TRUSTED BUT NOW WANING
2014 2015
Informed
Public
% Trust
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

66. 66
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA:
60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
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
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

67. 67
67%
63%
65%
62%
52%
50%
53%
53%
45%
43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
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 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, 20-country global total.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES:
SEARCH ENGINES NOW MOST TRUSTED
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media

68. 68
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:
MEDIA SOURCES:
SEARCH ENGINES NOW USED FIRST AND MOST
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%
22%
22%
25%
29%
31%
2013 2014 2015
20%
19%
18%
28%
27% 27%
26%
27% 27%
2013 2014 2015
19% 19%
18%
22%
20% 20%
34%
36%
37%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed
Publics, 20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global
total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news
about business? Informed Publics, 20-country global total.

69. 69
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, 27-country global total. | 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, 27-country global total. | 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, 27-
country global total.
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
CONTENT CREATORS:
FRIENDS/FAMILY AND EXPERTS
ARE MOST TRUSTED
TRUSTED
NEUTRAL
DISTRUSTED

70. 70
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
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.
TRUST IN GOVERNMENT:
19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Informed
Public
2014 2015
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
90
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

71. 71
50
90
70 69
57 56
53 52 52 51 50
46
42
35 34
32
20
39
34
75
70 69
54
38 37 36
34
25
50
89
67 68
54
50 50 51
41
48
44
37
31 29
24
31
18
39
34
85 85
73
64
49
39
43
35
27
Higher Trust in
Local/State Government in 16 Countries
Higher Trust in Central/Federal
Government in 9 Countries
Neutral
% Trust
50%
2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT
TRUST IN GOVERNMENT:
MOST COUNTRIES TRUST
LOCAL GOVERNMENTS MORE THAN FEDERAL
Informed
Public
LOCAL/STATE CENTRAL/FEDERAL
Q322-323. [Local/State Government and Central/Federal Government] 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.

72. 72
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
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 BUSINESS:
HALF BELOW 50%
Informed
Public
2014 2015
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

73. 73
21 countries are below 50% in trust of one or both institutions
GOVERNMENT BUSINESS
% Trust
50%
GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015
TRUST IN BUSINESS AND GOVERNMENT:
80% DISTRUST ONE OR BOTH
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.
Informed
Public
2015
48
90
82
72
82
70
65
45
37
59
33
41
54
50 49 49
43 42
40
42 41
28
16
30
33
26
21
26
57
85 84 84
70
61
66 67
73
49
72
60
45 45
48 47
52
45
48
42 41
53
64
48
36
43
46
38

74. 74
TRUST IN COMPANIES WITH HEADQUARTERS 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.
COUNTRY OF ORIGIN: DEVELOPING
COUNTRY MULTINATIONALS CHALLENGED
Company’s
Country of Origin Type of Market
Percent in Market
Who Trust the Company
DEVELOPING
Country Multinational
Doing Business…
… in a Developing Country 57%
… in a Developed Country 22%
DEVELOPED
Country Multinational
Doing Business…
… in a Developing Country 77%
… in a Developed Country 58%
Informed
Public

75. 75
China
India
67%
73%
55%
79%
58%
55%
47%
50%
26%
61%
22%
30%
66%
74%
54%
80%
59%
58%
49%
52%
29%
63%
25%
31%
73%
77%
55%
83%
61%
60%
51%
54%
28%
62%
26%
30%
Buy a Company
in Your Country
Buy a Minority Share in a
Company in Your Country
Make a Major
Investment in a New Plant
or Office in Your Country
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
Brazil
Germany
U.K.
U.S
Informed
Public
HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO...
COUNTRY OF ORIGIN:
DEVELOPED MARKETS DISTRUST INVESTMENT
FROM DEVELOPING COUNTRY COMPANIES
Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How
much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment
situations?
(Top 4 Box, Trust) Informed Publics, 27-country global total.

76. 76
THE FORTUNE 500 BY LOCATION, NUMBER OF COMPANIES
COMPANIES BASED IN EMERGING MARKETS ARE A
LARGER AND GROWING SHARE OF GLOBAL
BUSINESS
*Africa, Eastern Europe and Central Asia, Latin America, Middle East, South Asia and Southeast Asia.
**China, Hong Kong, Macau and Taiwan.
Source: http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape
2 1 12 31
120
21 22
12
54
109
477 477 476
415
271
1980 1990 2000 2010 2025
(Projected)
DEVELOPED
REGIONS
EMERGING MARKETS,
EXCLUDING CHINA*
GREATER CHINA**
EMERGING MARKETS
TOTAL SHARE5% 5% 5% 17% 46%
The McKinsey
Global Institute
predicts that by 2025,
companies headquartered
in emerging markets will
make up more than 45%
of the Fortune 500

77. 77
31%
40%
50%
3…
43% 43% 41%
25%
33%
41%
26%
34% 34%
31%
47%
51%
67%
56%
60%
63%
61%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K.,
GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL),
ALL DATA BASED ON 20-COUNTRY TOTALS
LEADERSHIP:
FRESH DECLINES FOR CEOS
CEOs not credible
as spokesperson
in three-quarters
of countries
Developing Countries
Developed Countries
Informed
Public
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.

78. 78
- JEFF BEZOS
“New inventions and things that customers like
are usually good for society.”
NOT SO FAST…

79. 79
46%
54% 54%
40%
53% 52%
24%
15% 16%
20%
17%
14%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public
2014 TRUST BAROMETER:
51%
say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION:
NOT ENOUGH
GOVERNMENT REGULATION
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right
amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial
services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not
enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

80. 80
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, 27-country global total.
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, 27-country global total.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES
BUSINESS INNOVATION:
TRUST IN INDUSTRY SECTORS DOES NOT
GUARANTEE INNOVATIONS ARE TRUSTED
35%
48%
61%
61%
62%
67%
60%
78%
60%
54%Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food and Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+8
+1
-17
-12
-32
Gap
Trust in Industry Sector
vs.
Trust in Industry to Innovate

81. 81
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TRUSTININSTITUTIONS(TRUSTINDEX)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
Data from Table 574
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.
TRUST AND BUSINESS INNOVATION: HIGHER TRUST
CREATES THE OPPORTUNITY FOR FASTER
INNOVATION
UAE
IND
BRA
MAL
SING
MEX
GLOBAL
US
ARG
ITA
S.KO
NETH
GER
JAP
FRA
CAN
AUS
SWE
IRE
TUR
POL
S.AF
HK
SPA
U.K.
Informed
Public
RUS
INDO
CHI

82. 82
21%
31%
29%
23%
29%
47%
34%
30%
23%
31%33%
22%
29%
34%
26%
22%
27%
37%
34%
31%
14%
23%
13%
19%
15%
OperationsPurposeProductsIntegrityEngagement
Q197-201(Global Summary). We would now like you to think about different types of information you may read,
see or hear about a company. For each topic, please select which person you trust MOST to provide you with
credible and honest information about a company. Informed Publics, 27-country global total.
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
INFLUENCERS:
EMPLOYEES, ACADEMICS,
CONSUMERS MOST TRUSTED
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON