The Burson-Marsteller/CNBC Corporate Perception Indicator, a landmark global survey of nearly 27,000 individuals from the general population and 1,800 business leaders, provides a deep assessment of the performance of corporations and CEOs worldwide. The survey findings reveal real improvements but also indicate that significant work still needs to be done to dispel qualms about the corporate sector and its leaders. The research was conducted by Penn Schoen Berland with sample provided by Kantar. Visit bm.com or cnbc.com/corporate-survey to learn more.

1. 1

2. 2
GENERAL PUBLIC
C-SUITE
Sample
Size
Margin of Error
Sample
Size
Margin of Error
Total Sample
25,012
±0.62%
1,816
±2.3%
United States
1000
±3.10%
76
±11.24%
Canada
1001
±3.10%
75
±11.32%
Brazil
1004
±3.09%
77
±11.17%
Mexico
1000
±3.10%
76
±11.24%
Colombia
1003
±3.09%
54
±13.34%
Germany
1010
±3.10%
78
±11.10%
France
1002
±3.10%
77
±11.17%
United Kingdom
1013
±3.08%
75
±11.32%
Russia
1015
±3.08%
79
±11.03%
Italy
1009
±3.09%
76
±11.24%
Spain
1000
±3.10%
75
±11.32%
Netherlands
1003
±3.09%
75
±11.32%
Poland
1000
±3.10%
75
±11.32%
China
1000
±3.10%
75
±11.32%
Japan
1000
±3.10%
77
±11.17%
South Korea
1000
±3.10%
75
±11.32%
India
1001
±3.10%
75
±11.32%
Indonesia
1000
±3.10%
75
±11.32%
GENERAL PUBLIC
C-SUITE
Sample
Size
Margin of Error
Sample
Size
Margin of Error
Malaysia
1001
±3.10%
75
±11.32%
Singapore
1000
±3.10%
77
±11.17%
Hong Kong
1000
±3.10%
75
±11.32%
Turkey
1025
±3.06%
60
±12.65%
UAE
923
±3.23%
75
±11.32%
South Africa
1000
±3.10%
34
±16.81%
Australia
1002
±3.10%
75
±11.32%
GENERAL PUBLIC
C-SUITE
Sample
Size
Margin of Error
Sample
Size
Margin of Error
North America
2001
±2.19%
151
±7.98%
Latin America
3007
±1.79%
207
±6.81%
Europe
8052
±1.09%
610
±3.97%
Asia
8002
±1.10%
604
±3.99%
Middle East
1948
±2.22%
135
±8.43%
Emerging Markets
11972
±0.90%
830
±3.40%
Developed Markets
13040
±0.86%
986
±3.12%
BRIC
4020
±1.55%
306
±5.60%
Penn Schoen Berland fielded the survey June 28 through August 15, 2014 using a sample provided by Kantar.
SAMPLE SIZES

3. 3
AUDIENCE DEFINITIONS
General Public (GP): Individuals 18 years and older
C-Suite: Executives at companies with 50+ employees with job titles of at least director, often including vice presidents and above
Regions:
North America: United States, Canada
Latin America: Mexico, Brazil, Colombia
Europe, Middle East, Africa: Germany, France, UK, Russia, Italy, Spain, Netherlands, Poland, Turkey, UAE, South Africa
Asia-Pacific: China, Japan, Korea, India, Indonesia, Malaysia, Singapore, Hong Kong, Australia
Other groups highlighted throughout: Emerging Markets: Brazil, Mexico, Colombia, Russia, Poland, China, India, Indonesia, Malaysia, Turkey, UAE, South Africa Developed Markets: United States, Canada, Germany, France, United Kingdom, Italy, Spain, Netherlands, Japan, Korea, Singapore, Australia, Hong Kong* BRIC: Brazil, Russia, India, China *Hong Kong SAR included separately from China given economic distinctions

4. 4
Executive Summary
Survey conducted by Penn Schoen Berland.

5. 5
Six years after the 2008 Financial Crisis, Burson-Marsteller and CNBC surveyed 25,000 individuals in the general public and more than 1,800 corporate executives in 25 markets around the world. The objective was to understand the hopes, fears and expectations about corporations and corporate executives in society and the economy and how to strengthen their reputations.
PURPOSE
There are signs globally of positive attitudes towards corporations

Corporations generally are viewed as playing a positive role in job creation, economic growth and innovation

Most major industries are viewed favorably in both developed and emerging markets

They tend to be seen as having become more socially and environmentally responsible
KEY FINDINGS: SEVERAL KEY DETERMINATIONS EMERGE THAT SET THE CONTEXT FOR THE ENTIRE REPORT:
1. Survey finds significant strength of corporate reputations, but still real work to be done
Despite those positive attitudes, both the general public and business leaders retain reservations about the economic, political and social activities of corporations

Large majorities in developed markets say the financial crisis did not humble corporations, leaving them to act no more responsibly than in 2008

Challenges, most prominent in developed markets, include concerns about whether corporations will play a positive role in the future, their influence over government and whether they pay a fair share of taxes
2. Where you sit shapes your views of corporations and CEOs
MAIN STREET VS. C-SUITE
In developed markets, there is a sharp difference between how the general public (more skeptical) and how C-Suite business leaders (more positive) view corporations
DEVELOPED VS. EMERGING MARKETS
The general public in emerging markets has a strongly positive view of the role corporations play, while the general public in developed markets tends to have less favorable views

6. 6
KEY FINDINGS (CONTINUED)
US VS. CHINA
The US general public and the Chinese general public sit on opposite sides of the spectrum on their views of both corporations today and the role of corporations in the future (Chinese have far more positive opinions of corporations than Americans)
MILLENNIALS Pluralities of US Millennials (ages 18-34), along with Baby Boomers (ages 50-64), see corporations as a source of fear, while a plurality of Americans over 65 years sees them as a source of hope
2. Where you sit shapes your views of corporations and CEOs
CEOs are viewed as among the most “powerful” people in society, but not the most “respected” – recasting the role of the CEO in a positive light is essential
3. CEOs have great potential to reshape perceptions by redefining their own roles

Contributions to economic growth and job creation

Social responsibility, especially related to the environment

Policies toward employees

Corporate purpose
4. Corporations and their CEOs have pathways for strengthening their reputations through greater communications about a range of activities that respondents say matter but don’t hear enough about, including:

7. 7
Survey finds real improvement of corporate reputations, but also significant work still to be done to dispel qualms about the corporate sector and its leaders
Survey conducted by Penn Schoen Berland.

8. 8
An overwhelming majority of the global general public believes corporations play a positive role in economic growth, jobs and innovation
In developed markets, corporations are not seen as a positive a force on taxes or inequality
Corporations play a positive role in…
83%
81%
81%
81%
78%
75%
69%
69%
66%
65%
61%
59%
58%
70%
66%
67%
73%
64%
58%
51%
55%
52%
45%
42%
40%
40%
Creating
economic
growth
Creating jobs
Driving
innovation
Providing
consumer
products
Providing
workforce
training
Supporting
financial
markets
Providing
healthcare
coverage
Promoting
diversity
Providing
retirement
benefits
Paying a fair
share of taxes
Address pay
inequality for
women
Helping the
government to
govern fairly
and effectively
Addressing
income
inequality
Emerging GP
Developed GP
Q: Do you think corporations generally play a positive role or a negative role in each of the following?

9. 9
Solid majorities of the public in both developed and emerging markets view most major industries favorably
Q: How favorable are you towards the following industries?
90
85
84
84
81
81
76
75
72
70
69
69
64
61
84
79
76
79
65
65
69
56
47
60
52
47
50
47
Emerging GP
Developed GP

10. 10
Corporations are viewed as having become more socially responsible, particularly by respondents in emerging markets
24%
18%
11%
4%
65%
77%
GP
C-Suite
Q: Do you think corporations have become more or less socially responsible over the past decade?
MORE SOCIALLY RESPONSIBLE
LESS SOCIALLY RESPONSIBLE
39%
30%
17%
7%
44%
62%
GP
C-Suite
DON’T KNOW
EMERGING MARKETS
DEVELOPED MARKETS

Nearly 1/3 of C- Suite in developed markets say they are becoming less socially responsible
52% of the general public and C-Suite in Germany say less socially responsible
GP
C-SUITE
GP
C-SUITE

11. 11
Corporations are overwhelmingly seen as becoming more environmentally responsible
29%
22%
7%
3%
64%
75%
GP
C-Suite
Q: In general, do you think corporations are becoming more or less environmentally responsible?
26%
26%
14%
6%
60%
68%
GP
C-Suite
MORE SOCIALLY RESPONSIBLE
LESS SOCIALLY RESPONSIBLE
DON’T KNOW
EMERGING MARKETS
DEVELOPED MARKETS
GP
C-SUITE
GP
C-SUITE

12. 12
Despite improvements, less than a quarter of the general public in developed markets says corporations have been humbled by the economic crisis
39%
23%
48%
44%
52%
55%
47%
41%
9%
22%
6%
15%
C-Suite
GP
C-Suite
GP
EMERGING MARKETS
DEVELOPED MARKETS
CORPORATIONS GENERALLY WERE NOT HUMBLED BY THE ECONOMIC CRISIS THAT BEGAN IN 2008 AND THEY DO NOT ACT MORE RESPONSIBLY THAN THEY DID BEFORE
THE ECONOMIC CRISIS THAT BEGAN IN 2008 GENERALLY HUMBLED CORPORATIONS, AND THEY NOW ACT MORE RESPONSIBLY
DON’T KNOW
Q: Which is closer to your view?
The general public and C-Suite in Germany are most likely to say corporations have not been humbled (73% and 74%, respectively).
GP
C-SUITE
GP
C-SUITE

13. 13
In developed markets, no consensus among general public and C-Suite on whether corporations are a source of hope or fear
Nearly half of the general public sees corporations as a source of hope in developed markets as well and 1 in 4 are not sure, indicating they could be swayed towards hope
58%
44%
70%
64%
32%
30%
23%
22%
11%
26%
7%
13%
C-Suite
GP
C-Suite
GP
CORPORATIONS ARE A SOURCE OF HOPE
CORPORATIONS ARE A SOURCE OF FEAR
DON’T KNOW
Q: Thinking about the role of corporations in the future, which is closer to your view?
GP
C-SUITE
GP
C-SUITE
EMERGING MARKETS
DEVELOPED MARKETS

14. 14
The general public in developed and emerging markets strongly disagree whether strong corporations are a good thing
General public and C-Suite are again more aligned in emerging markets than developed
51%
35%
61%
58%
42%
46%
35%
34%
7%
18%
4%
9%
C-Suite
GP
C-Suite
GP
IT IS A GOOD THING WHEN CORPORATIONS ARE STRONG AND INFLUENTIAL, BECAUSE THEY ARE THE ENGINES OF INNOVATION AND ECONOMIC GROWTH
IT IS A BAD THING WHEN CORPORATIONS ARE STRONG AND INFLUENTIAL, BECAUSE THEY RIG THE SYSTEM SO THEY DO NOT HAVE TO ACT RESPONSIBLY
DON’T KNOW
GP
C-SUITE
GP
C-SUITE
EMERGING MARKETS
DEVELOPED MARKETS

15. 15
39%
24%
46%
40%
56%
62%
50%
52%
5%
14%
4%
9%
C-Suite
GP
C-Suite
GP
Globally, majorities of both the general public and business leaders see corporations as not paying what they owe in taxes – especially in developed markets
GP
C-SUITE
GP
C-SUITE
CORPORATIONS TEND TO PAY WHAT THEY OWE IN TAXES – ONLY A FEW TAKE ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE
CORPORATIONS TEND TO TAKE ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE OF TAXES – ONLY A FEW PAY WHAT THEY OWE
DON’T KNOW
China is the outlier, with 63% of both audiences saying corporations tend to pay what they owe
Q: Which is closer to your view?
EMERGING MARKETS
DEVELOPED MARKETS

16. 16
13%
1%
11%
5%
14%
7%
19%
8%
17%
38%
19%
43%
19%
33%
26%
35%
70%
61%
69%
52%
68%
60%
56%
57%
GP
C-Suite
GP
C-Suite
GP
C-Suite
GP
C-Suite
Corporations tend to take advantage of loopholes to avoid paying their fair share of taxes – only a few pay what they owe
Corporations tend to pay what they owe in taxes – only a few take advantage of loopholes to avoid paying their fair share
Don’t know
US
CANADA
UK
NETHERLANDS
Q: Which is closer to your view?
Markets where tax inversions are happening, including the US, tend to have negative views on corporate tax payment
General public in the Netherlands is slightly more likely than others to say corporations tend to pay what they owe

17. 17
Perspectives diverge between “Main Street” and “C-Suite,” especially in developed markets
Survey conducted by Penn Schoen Berland.

18. 18
24%
40%
14%
16%
72%
52%
86%
82%
Emerging
Countries
Developed
Countries
Emerging
Countries
Developed
Countries
C-Suite is more consistent than the general public globally, indicating a global consensus exists among corporate executives
Street and Suite tend to be more aligned in emerging markets, more divided in developed markets
Q: How favorable are you towards the following institutions? Corporations
35%
39%
44%
38%
48%
48%
30%
41%
11%
12%
9%
13%
Developed
Countries
Emerging
Countries
Developed
Countries
Emerging
Countries
TOO MUCH
JUST THE RIGHT AMOUNT
TOO LITTLE
Q. Do corporations have too much, too little, or just the right amount of influence over our economic future?
Where you sit shapes your view of the role of corporations
EMERGING MARKETS
DEVELOPED MARKETS
EMERGING MARKETS
DEVELOPED MARKETS
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS
DEVELOPED MARKETS
GENERAL PUBLIC
EMERGING MARKETS
DEVELOPED MARKETS
C-SUITE

19. 19

General public in developed markets are the most negative audience

C-Suite in developed markets look more like emerging markets than general public within their own markets
There are significant differences in how the general public in developed and emerging markets talk about corporations
Q: What is the first thing that comes to mind when you think of corporations?
UNITED STATES
UNITED KINGDOM
GENERAL PUBLIC
C-SUITE
DEVELOPED MARKETS

20. 20
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
FRANCE
GERMANY
DEVELOPED MARKETS
GENERAL PUBLIC
C-SUITE

21. 21
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
AUSTRALIA
DEVELOPED MARKETS
GENERAL PUBLIC
C-SUITE

22. 22
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
CHINA
BRAZIL
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS

23. 23
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
INDIA
UNITED ARAB EMIRATES
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS

24. 24
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
SOUTH AFRICA
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS

25. 25
There is a generational divide within the US general public over consumer priorities and perspectives
Survey conducted by Penn Schoen Berland.

26. 26
35+
43%
41%
16%
I WILL SPEND MORE MONEY TO PURCHASE A PRODUCT MADE DOMESTICALLY
I WILL PURCHASE THE LESS EXPENSIVE OPTION, NO MATTER WHERE IT WAS MADE
DON’T KNOW
18-34
55%
27%
18%
It is far more important to older Americans that products are made in America
UNITED STATES
Q: Which of the following is closer to your view?
Showing US General Public

27. 27
Q: If a corporation outsources its manufacturing to another country, does that tend to make you more or less favorable toward it?
Showing US General Public
32%
22%
17%
11%
36%
43%
6%
2%
Much more favorable
Somewhat more favorable
Somewhat less favorable
Much less favorable
Americans 35 years or older are more likely than Millennials to react negatively to outsourcing
UNITED STATES
35+
18-34

28. 28
Q: How does a corporation’s philanthropic giving influence your purchase habits?
Showing US General Public
Millennials are slightly more likely to consider a corporation’s philanthropic contributions when making purchasing decisions
32%
40%
44%
36%
25%
24%
35+
18-34
I’M MORE LIKELY TO PURCHASE A PRODUCT MADE BY A CORPORATION THAT MAKES PHILANTHROPIC CONTRIBUTIONS
A CORPORATION’S PHILANTHROPIC CONTRIBUTIONS DO NOT INFLUENCE MY PURCHASE HABITS
DON’T KNOW
UNITED STATES
35+
18-34

29. 29
Q: Which of the following do you think is the main reason corporations undertake philanthropic efforts?
Showing US General Public
The US general public doubts corporations’ philanthropic motivations – especially Americans over 35 years
37%
34%
15%
14%
27%
49%
10%
15%
Improve reputation
Tax benefits
Genuine belief in the cause
Don't know
35+
18-34

30. 30
Opposite Sides of the World: China and the US Out of Sync
Survey conducted by Penn Schoen Berland.

31. 31
The general public in China has a significantly more positive opinion of corporations than the general public in the US
42%
21%
49%
75%
United
States
China
Q: How favorable are you towards the following institutions? Corporations
Showing General Public
FAVORABLE
UNFAVORABLE
UNITED STATES
CHINA

32. 32
73%
17%
12%
80%
15%
3%
Q: In your opinion, is government more on the side of average citizens or corporations?
Showing General Public
CORPORATIONS
AVERAGE
CITIZENS
DON’T
KNOW
CORPORATIONS
AVERAGE
CITIZENS
DON’T
KNOW
The US general public says the government is on the side of corporations; the Chinese general public says it is on the side of citizens
UNITED STATES
CHINA

33. 33
The US general public is more than ten times as likely as the Chinese general public to say that corporations have more power than the government
Q: Which of the following has more power?
Showing General Public
Government, 51%
Don't know, 11%
Corporations, 38%
Government, 95%
Don't know, 1%
Corporations, 3%
UNITED STATES
CHINA

34. 34
A majority in China says corporations pay what they owe in taxes, contradicting views in the US and globally
63%
63%
17%
38%
32%
36%
70%
61%
5%
1%
13%
1%
GP
C-Suite
GP
C-Suite
Q: Which is closer to your view?
CORPORATIONS TEND TO PAY WHAT THEY OWE IN TAXES – ONLY A FEW TAKE ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE
CORPORATIONS TEND TO TAKE ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE OF TAXES – ONLY A FEW PAY WHAT THEY OWE
DON’T KNOW
UNITED STATES
CHINA
GP
C-SUITE
GP
C-SUITE

35. 35
While there is uncertainty over the future of corporations in the US, the Chinese general public clearly sees corporations as a source of hope
84%
36%
7%
37%
9%
28%
China
United States
CORPORATIONS ARE A SOURCE OF HOPE
CORPORATIONS ARE A SOURCE OF FEAR
DON’T KNOW
Q: Thinking about the role of corporations in the future, which is closer to your view?
Showing General Public
UNITED STATES
CHINA

36. 36
CEOs have an opportunity to reshape their corporations’ reputations by redefining their own
Survey conducted by Penn Schoen Berland.

37. 37
Globally, people look to CEOs as some of the most powerful people in society, giving them a position of leadership
Q: Who among the following are the most powerful people in society?
58%
44%
32%
20%
16%
14%
11%
10%
6%
5%
1%
4%
44%
35%
38%
29%
11%
11%
7%
7%
3%
4%
1%
11%
Head of
government
Politicians
Corporate
CEOs
Central Bank
leaders
Journalists
Labor union
leaders
Clergy
Entertainers
University
leaders
Professional
Athletes
Other
Don't know
Emerging GP
Developed GP
In many developed markets, including the US (47%), Germany (43%) and the UK (42%), CEOs are identified as the most powerful people in society – more so than political leaders

38. 38
However, CEOs are not identified as the most respected people in society
Q: Who among the following are the most respected people in society?
32%
25%
23%
19%
19%
16%
13%
11%
10%
8%
3%
10%
14%
17%
22%
10%
16%
16%
6%
7%
6%
5%
4%
28%
Head of
government
Clergy
Professional
Athletes
Corporate
CEOs
University
leaders
Entertainers
Politicians
Journalists
Central Bank
leaders
Labor union
leaders
Other
Don't know
Emerging GP
Developed GP
Corporate CEOs are more respected by respondents in emerging markets than developed markets, most notably the BRIC nations, minus Russia

39. 39
Corporate executives tend to be seen as most motivated by their own compensation
EMERGING MARKETS
DEVELOPED MARKETS
Their compensation (such as salary, bonuses and stock options)
36
34
40
33
Satisfying the corporation’s shareholders
18
18
19
22
Power
19
19
18
14
Satisfying the corporation’s customers
10
11
6
10
Helping to shape society
5
9
3
8
Satisfying the corporation’s employees
5
7
3
8
Don't know
6
2
11
4
General Public in Russia, Germany and South Korea are the most likely to say compensation motivates CEOs, with at least 50% saying compensation motivates corporate executives
Q: What do you think most corporate executives are motivated by?
GP
C-SUITE
GP
C-SUITE

40. 40
There is concern that CEOs care more about growing their own wealth than income inequality
34%
20%
35%
23%
56%
60%
59%
64%
10%
20%
6%
12%
C-Suite
GP
C-Suite
GP
CORPORATE CEOS DO CARE ABOUT GROWING INCOME INEQUALITY EVEN IF THEY ARE GETTING WEALTHIER BECAUSE IT IS BAD FOR BUSINESS AND THE ECONOMY
CORPORATE CEOS DON'T CARE VERY MUCH ABOUT GROWING INCOME INEQUALITY BECAUSE IT MEANS THEY ARE GETTING WEALTHIER
Q: Which of the following is closer to your opinion?
EMERGING MARKETS
DEVELOPED MARKETS
DON’T KNOW
GP
C-SUITE
GP
C-SUITE

41. 41
There is uncertainty about the role of CEOs – and, thus, an opportunity for CEOs to define their roles in a positive manner
7%
2%
20%
4%
1%
2%
2%
2%
19%
23%
12%
19%
24%
25%
21%
30%
24%
24%
23%
23%
26%
26%
22%
23%
GP
C-Suite
GP
C-Suite
Communicating with internal and
external stakeholders to build
support for the organisation
Solving issues that the
organisation is facing
Defining the purpose or mission of
the corporation
Creatively identifying new
opportunities
Other
Don't know
Q: Which of the following best describes the role of CEO?
DEVELOPED
MARKETS
EMERGING
MARKETS

42. 42
Corporations can strengthen their reputations by communicating more on the issues the general public wants to know about more
Survey conducted by Penn Schoen Berland.

43. 43
General public has a strong appetite to hear more from corporations about social responsibility
Q: Do you think corporations generally communicate not enough, the right amount, or too much about each of the following issues?
Showing General Public
62%
61%
60%
54%
47%
30%
17%
18%
20%
21%
24%
28%
13%
11%
10%
16%
20%
35%
8%
10%
9%
9%
8%
7%
Social responsibility
Regulatory and legal issues
Employees
Financial performance
Their corporate purpose
New products and services
62%
56%
58%
47%
50%
27%
18%
19%
21%
26%
26%
39%
5%
7%
3%
10%
8%
20%
16%
18%
17%
17%
17%
14%
Social responsibility
Regulatory and legal issues
Employees
Financial performance
Their corporate purpose
New products and services
EMERGING MARKETS
DEVELOPED MARKETS
TOO MUCH
NOT ENOUGH
THE RIGHT AMOUNT
DON’T KNOW