Edelman Trust Barometer 2014: Sweden.

1. 2014
EDELMAN TRUST BAROMETER
SWEDEN RESULTS

2. INSERT HEADLINE
SWEDEN TRUST IN THE FOUR INSTITUTIONS: GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
65%
63%
51%
58%
GOVERNMENT
19%
#1
2013
46%
NGOS
9%
2013
2
15%
2014
#3
47%
10%
2014
11%
#2
2013
2013
BUSINESS
2014
47%
8%
5%
44%
#4
6%
2014
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.
MEDIA

3. INSERT HEADLINE
SWEDEN TRUST IN THE FOUR INSTITUTIONS SINCE 2009
NGOs
Media
80%
Business
Government
70%
64%
60%
60%
55%
55%
65%
62%
63%
58%
53%
54%
53%
50%
49%
40%
47%
52%
41%
46%
51%
47%
44%
38%
36%
35%
2009
2010
30%
37%
38%
2011
2012
20%
3
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'. (4 Box, Trust) Informed Publics.
2014

4. INSERT HEADLINE
SWEDEN TRUST IN DIFFERENT SOURCES OF INFORMATION
Global
65%
EU
65%
Sweden
60%
64%
54%
53%
47%
45%
41%
40%
35%
34%
23%
ONLINE SEARCH ENGINES
4
TRADITIONAL MEDIA
HYBRID MEDIA
19%
SOCIAL MEDIA
Q178-182. [TRACKING] 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 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,.
23%
OWNED MEDIA

5. INSERT HEADLINE
SWEDEN TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
MOST
TRUSTED
80%
68%
65%
65%
60%
58%
57%
49%
47%
37%
28%
24%
23%
22%
19%
11%
5
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) Informed Publics,.
11%

6. INSERT HEADLINE
SWEDEN TRUST IN DIFFERENT TYPES OF BUSINESSES
Global
71%
EU
Sweden
76%
67%
68% 68%
63%
62%
56%
54%
48%
FAMILY-OWNED
6
SMALL- AND MEDIUMSIZED
PUBLICLY-TRADED
61%
57%
51%
47% 49%
PRIVATELY-HELD
BIG BUSINESS
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 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.
57%
54%
47%
STATE-OWNED

7. INSERT HEADLINE
CREDIBILITY OF SPOKESPEOPLE, 2013 VS. 2014 - SWEDEN
2013
2014
69%
ACADEMIC OR EXPERT
62%
A PERSON LIKE YOURSELF
TECHNICAL EXPERT IN THE
COMPANY
67%
52%
REGULAR EMPLOYEE
42%
NGO REPRESENTATIVE
GOVERNMENT OFFICIAL OR
REGULATOR
47%
2013 vs.
2014
ACADEMIC OR EXPERT
69%
0
A PERSON LIKE YOURSELF
67%
+5
TECHNICAL EXPERT IN THE
COMPANY
57%
-10
REGULAR EMPLOYEE
50%
-2
NGO REPRESENTATIVE
50%
+8
GOVERNMENT OFFICIAL OR
REGULATOR
50%
+3
48%
+5
FINANCIAL OR INDUSTRY ANALYST
43%
FINANCIAL OR INDUSTRY
ANALYST
BOARD OF DIRECTORS
42%
BOARD OF DIRECTORS
*SUCCESSFUL ENTREPRENEUR
43%
*ENTREPRENEUR
36%
-7
CEO
35%
-5
40%
CEO
BLOGGER
15%
BLOGGER
39%
16%
*Changed from “Successful Entrepreneur” in 2013
7
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.
-3
+1

8. INSERT HEADLINE
TRUST IN INDUSTRIES, 2013 VS. 2014 - SWEDEN
2014
2013
66%
TECHNOLOGY
2013 vs.
2014
TECHNOLOGY
60%
-6
58%
-1
CONSUMER ELECTRONICS
59%
CONSUMER ELECTRONICS
BREWING AND SPIRITS
59%
BREWING AND SPIRITS
51%
-8
PHARMACEUTICALS
58%
PHARMACEUTICALS
49%
-9
AUTOMOTIVE
48%
-4
52%
AUTOMOTIVE
CONSUMER PACKAGED GOODS
57%
CONSUMER PACKAGED GOODS
46%
-11
FOOD AND BEVERAGE
56%
FOOD AND BEVERAGE
44%
-12
ENERGY
42%
-3
40%
-10
ENERGY
45%
TELECOMMUNICATIONS
50%
TELECOMMUNICATIONS
ENTERTAINMENT
49%
ENTERTAINMENT
37%
-12
MEDIA
36%
-2
MEDIA
38%
BANKS
41%
BANKS
34%
-7
CONSUMER HEALTH COMPANIES
41%
CONSUMER HEALTH COMPANIES
33%
-8
CHEMICALS
32%
-4
FINANCIAL SERVICES
30%
-10
CHEMICALS
FINANCIAL SERVICES
8
36%
40%
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.

9. INSERT HEADLINE
SWEDEN TRUST IN BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING
BUSINESS LEADERS
26%
2013
2014
37%
30%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
23%
28%
MAKE ETHICAL AND MORAL
DECISIONS
28%
21%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
GOVERNMENT LEADERS
19%
21%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
9
25%
SOLVE SOCIAL OR SOCIETAL
ISSUES
2013
2014
17%
21%
MAKE ETHICAL AND MORAL
DECISIONS
18%
21%
TELL YOU THE TRUTH,
REGARDLESS OF HOW COMPLEX
OR UNPOPULAR IT IS
23%
25%
SOLVE SOCIAL OR SOCIETAL
ISSUES
Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government
leaders to do the following? (Top Box, Trust a great deal) General Publics.

10. INSERT HEADLINE
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - SWEDEN
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
PURPOSE
OPERATIONS
TREATS EMPLOYEES WELL
IMPORTANCE
PERFORMANCE
TRANSPARENT & OPEN
ADDRESSES SOCIETY'S NEEDS
59%
19%
56%
16%
53%
17%
PROTECTS ENVIRONMENT
CUSTOMERS BEFORE PROFITS
62%
22%
LISTENS TO CUSTOMERS
ACTS RESPONSIBLY IN CRISIS
65%
23%
HIGH QUALITY PRODUCTS
IS ETHICAL
CONSISTENT FINANCIAL RETURNS
-31
-27
-26
41%
-26
35%
14%
33%
12%
12%
-36
41%
15%
TOP GLOBAL COMPANY
-40
-35
43%
16%
INNOVATOR
-40
-33
45%
14%
15%
PARTNERS WITH NGOS
-40
51%
16%
COMMUNICATES OFTEN
-42
51%
18%
POSITIVELY IMPACTS COMMUNITY
ADMIRED TOP LEADERSHIP
Gap
21%
25%
32%
22%
20%
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 Publics; Q11410 129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-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 Publics.
-21
-21
-11
-13
-2

11. INSERT HEADLINE
SWEDEN TRUST IN INDUSTRY SECTORS
FINANCIAL SERVICES
INDUSTRY
FOOD & BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
47%
Banks
Food and
beverage retailers
52%
47%
Insurance
Food and
beverage
manufacturers
50%
Renewables
Natural Gas
Utilities
Credit cards /
Payments
Financial advisory
/ Asset
management
Financial services
industry overall
11
44%
34%
31%
Food Industry
overall
48%
Food service
Fast food
restaurants
48%
27%
Energy industry
overall
70%
43%
39%
36%
Mining
32%
Oil
30%
Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF 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”.
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”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.

12. INSERT HEADLINE
PHRASES ASSOCIATED WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - SWEDEN
PUBLICLY-TRADED
45%
RESPONSIVE TO CUSTOMERS' NEEDS
59%
52%
ARE ENTREPRENEURIAL
63%
32%
RESPONSIVE TO EMPLOYEES' NEEDS
47%
55%
32%
RESPONSIVE TO SOCIETY'S NEEDS
34%
45%
49%
18%
21%
50%
52%
38%
38%
TOP LEADERSHIP
12
+2
0
29%
28%
-1
49%
DELIVER CONSISTENT FINANCIAL RETURNS
HAVE TOO MUCH POLITICAL INFLUENCE
+4
+3
OFFER HIGH QUALITY PRODUCTS OR SERVICES
ARE TRANSPARENT IN THEIR BUSINESS PRACTICES
+8
+7
41%
THINK LONG-TERM
+11
+8
40%
ACT RESPONSIBLY
+14
+10
42%
ARE INNOVATIVE
ARE PHILANTHROPIC
Gap
PRIVATELY-HELD
40%
50%
25%
Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each
statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD
BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate)
General Publics.
-9
-25

13. INSERT HEADLINE
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - SWEDEN
32%
27%
20%
14%
3%
1%
REGULATE BUSINESS
BUILD
PROTECT CONSUMERS WORK TO ENSURE GOVERNMENT SHOULD GIVE OR LOAN MONEY
ACTIVITIES TO ENSURE INFRASTRUCTURE FROM IRRESPONSIBLE FREE MARKET ACCESS NOT PLAY A ROLE IN TO BUSINESS WHEN IT
COMPANIES ARE THAT PROMOTES AND BUSINESS PRACTICES
AND OPEN
BUSINESS
EXPERIENCES
BEHAVING
FACILITATES
COMPETITION WITHIN
FINANCIAL CRISIS
RESPONSIBLY
BUSINESS
INDUSTRIES
OPPORTUNITIES
13
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.
3%
DON'T KNOW

14. INSERT HEADLINE
PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - SWEDEN
The food and beverage industry should be a more active
participant in the broader debate in Sweden over solutions to
food and nutrition policy issues
63%
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
62%
The energy industry should be a more active participant in
the broader debate over Sweden energy policy
60%
The financial services industry should be a more active
participant in the broader debate over the future of the
Sweden banking system
55%
14
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

15. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - SWEDEN
87%
86%
85%
76%
54%
46%
Communicates clearly
and transparently
15
Tells the truth,
Engages with
Is front and center Is personally involved Has an active media
regardless of how employees regularly to during challenging
in supporting local
presence
complex or unpopular discuss the state of times (product recalls, charities and good
it is
the business
lawsuits, etc.)
causes
Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box,
Total Important) Informed Publics.

16. INSERT HEADLINE
TOP FIVE ASSOCIATIONS WITH PUBLICLY-TRADED & PRIVATELY-HELD BUSINESSES - SWEDEN
1
2
3
4
5
PUBLICLY-TRADED BUSINESSES
ARE ENTREPRENEURIAL
ARE ENTREPRENEURIAL
52%
HIGH QUALITY PRODUCTS & SERVICES
63%
RESPONSIVE TO CUSTOMERS’ NEEDS
50%
HAVE TOO MUCH POLITICAL INFLUENCE
59%
ARE INNOVATIVE
50%
DELIVER CONSISTENT FINANCIAL RETURNS
55%
HIGH QUALITY PRODUCTS & SERVICES
49%
ARE INNOVATIVE
16
1
2
3
4
5
PRIVATELY-HELD BUSINESSES
52%
THINK LONG-TERM
47%
Q296-311. [SPLIT SAMPLE] Based on the information you know about [TYPE OF COMPANY], please tell us how much you associate each statement with [TYPE OF
COMPANY]. Please use a 9point scale, where nine means you strongly associate that statement with [TYPE OF COMPANY] and one means you do not associate that
statement at all with [TYPE OF COMPANY]. (Top 4 Box, Associate) General Publics.
49%

17. INSERT HEADLINE
GOVERNMENT REGULATION OF BUSINESS AND SECTORS - SWEDEN
Not Enough
57%
Too Much
53%
45%
38%
15%
6%
Government Regulation of
Business
Government Regulation of
Financial Services Industry
9%
8%
Government Regulation of Government Regulation of
the Energy Industry
the Food & Beverage Industry
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount?
(Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it
too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think
17 that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of
the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.