The energy industry faces significant trust deficits that are inherent to its industry, but Edelman’s 14th annual Trust Barometer shows how various sectors — including renewables, natural gas, utilities, oil and mining — must engage in order to operate in the current trust environment.

1. 2014
EDELMAN TRUST BAROMETER
GLOBAL ENERGY INDUSTRY
RESULTS

2. GLOBAL
EDELMAN’S 14TH ANNUAL SURVEY
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000 respondents
INFORMED
PUBLICS
• 6 years in 20+ markets
• 500 respondents in U.S. and
China & 200 in other countries
• 9 years in 10+ markets
• Ages 25-64
• College-educated
GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+
• 3 years in 25+ markets
2
• In top 25% of household
income per age group in each
country
• Report significant media
consumption and engagement
in business news and public
policy
• 14 years of data

3. EDELMAN TRUST BAROMETER IN RETROSPECT
2014
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
3
BUSINESS TO LEAD THE DEBATE FOR CHANGE
RISING INFLUENCE OF NGOS

4. ONE | The State of Trust

5. TRUST IN BUSINESS AND NGOS REMAINS STABLE; TRUST IN GOVERNMENT
AND MEDIA DECREASES
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
63%
64%
58%
58%
NGOS
22%
#1
2013
57%
MEDIA
17%
2013
5
23%
2014
#3
52%
16%
2014
17%
#2
2013
2013
BUSINESS
2014
48%
16%
16%
44%
#4
15%
GOVERNMENT
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 in 20country global total.

6. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG
REGIONAL VARIATIONS; MAJOR DECLINES IN POLAND, U.S. & MEXICO
2013
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
6
57
GLOBAL
54
China
Singapore
India
Mexico
Hong Kong
UAE
Malaysia
Canada
Indonesia
U.S.
Netherlands
Brazil
Germany
France
Sweden
U.K.
Italy
Australia
Poland
S. Korea
Ireland
Argentina
Spain
Turkey
Japan
Russia
80
76
71
68
67
66
64
62
62
59
59
55
55
54
54
53
51
50
48
47
46
45
42
42
41
36
UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
79
79
73
72
69
65
60
60
59
Hong Kong
59
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs.
20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).
BIG TRUST
INCREASES FROM
2013
UAE +13 pts.
Indonesia +10 pts.
Australia + 8 pts.
Argentina + 8 pts.
BIG TRUST
DECREASES FROM
2013
Poland -13 pts.
U.S. -10 pts.
Mexico -9 pts.

7. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC
2014
2014
DISTRUSTERS
NEUTRAL
TRUSTERS
GLOBAL
7
56
GLOBAL
47
UAE
China
Singapore
Indonesia
India
Malaysia
Canada
Netherlands
Mexico
Hong Kong
Australia
Brazil
Germany
Argentina
U.K.
Sweden
S. Korea
S. Africa
U.S.
France
Japan
Italy
Turkey
Spain
Ireland
Russia
Poland
79
79
73
72
69
65
60
60
59
59
58
57
57
53
52
51
51
50
49
46
44
43
41
39
39
37
35
China
UAE
Singapore
Indonesia
India
Malaysia
Canada
Mexico
Netherlands
Hong Kong
Brazil
Argentina
Australia
Germany
S. Korea
U.K.
S. Africa
U.S.
Italy
Japan
Turkey
Sweden
Spain
Ireland
France
Poland
Russia
67
64
64
62
61
57
54
53
51
50
49
49
44
44
43
42
42
42
41
40
39
38
36
35
33
32
31
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.
GLOBAL TRUST
DIFFERENCE OF
9 points
MARKETS WITH
LARGEST PERCEPTION
GAPS:





UAE (15 pts.)
Australia (14 pts.)
Germany (13 pts.)
France (13 pts.)
Sweden (13 pts.)

8. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE
60% TRUST LEVEL
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014
2013
NGOs most trusted institution in 20 of the 27 countries surveyed in 2014
2014
LOWER/EQUAL TRUST IN 9
COUNTRIES
HIGHER TRUST IN 17 COUNTRIES
81%
76%
73%
63% 64%
67%66%
66%
57%
51%
76% 75%
69%
67%
70%
67%
64%
61%
83%
76%77%
75%76%
70%
69%
66%
64%
84%
76%
75%
73%
69%
62%
59%
59%
55%
63%62%
64%
63%
58%
56%
58%
46%47%
40% 41%
37%
37%
NA
8
Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global
total.
67%
74%
70%
62%
61%
47%

9. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS; NEARLY 80% OF
COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR
TRUST IN MEDIA, 2013 VS. 2014
2013
2014
HIGHER TRUST
IN 5 COUNTRIES
77%
70%
LOWER/EQUAL TRUST IN 21 COUNTRIES
81%
79%
78%
79%
70%70%
66%
59%
55%
57%
52%
60%
57%
54%
47%
48%
42%
60% 59%
61%
58%
66%
63%
71%
68%
63%
61%
61%
54%
54%
49%48%
47% 44%
43%
40%
51%
47%
38%
35%
50%
45%
45%
41%
42%
37%
50%
40%
45%
40%
30%
26%
19%
NA
9
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 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.

10. THE POWER OF SEARCH
LEVELS OF TRUST IN SOURCES OF INFORMATION
65%
65%
ONLINE SEARCH ENGINES
TRADITIONAL MEDIA
FIRST SOURCE TO TURN TO FOR GENERAL
BUSINESS INFORMATION
30%
Online search
26%
Newspapers
54%
21%
Television
47%
SOCIAL MEDIA
HYBRID MEDIA
FIRST SOURCE TO TURN TO FOR BREAKING
NEWS ABOUT BUSINESS
28%
25%
Online search
Television
45%
OWNED MEDIA
SOURCE USED TO CONFIRM/VALIDATE
INFORMATION BREAKING NEWS ABOUT
BUSINESS
36%
20%
Newspapers
20%
Online search
19%
Television
Newspapers
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, 27-country global total
Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ;
Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total
10

11. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S.,
FRANCE AND HONG KONG
TRUST IN GOVERNMENT, 2013 VS. 2014
= HISTORIC LOW
2013
GLOBAL HISTORIC LOW (2009) = 43%
2014
HIGHER TRUST IN 9 COUNTRIES
LOWER/EQUAL TRUST IN 17 COUNTRIES
88%
82%
81%
76%
75%
73%
62%
56%
53%
48%
45%47%
44%
43%
43%
40%
57%
47%
58%
54%
53%
51%
45%
37%
35%
30%
23%
19%
20%18%
32%
28%
24%
19%
21%
NA
11
49%
41%
42%
29% 27%
17%
63%
60%
53%
49%
45%
48%
44%
33%34%
32%
60%
65%
63%
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 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.
32%

12. TRUST IN BUSINESS STABILIZES; WESTERN SKEPTICISM ENTRENCHED;
DEVELOPING MARKETS SOAR
TRUST IN BUSINESS, 2013 VS. 2014
2013
2014
HIGHER TRUST IN 12 COUNTRIES
82%
82%
63%65%
48%
58%
49%
64%
62%
62%
57%
52% 53%
45%
39%
40%
73%
71%
58%
48%
77%
74%
70%
63%
59%
82%
81%
79%
77%
74%
72%
58%58%
LOWER/EQUAL TRUST IN 15 COUNTRIES
44%
41%
58%
54%
51%
47%
44%
43%
61%
58%
56%
56%
43%
44%
38%
31%
NA
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 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.
12
60%
56%
56%
49%
45%
45%

13. ENERGY IMPROVES: HOW CAN IT TAKE ADVANTAGE OF TRUST HALOS OF
TECHNOLOGY, AUTOMOTIVE INDUSTRIES?
TRUST IN INDUSTRIES, 2009 VS. 2014
2009
76%
Technology
Consumer electronics
manufacturing
2014
79%
Technology
Consumer electronics
manufacturing
NA
2009 VS. 2014
75%
70%
+3
NA
Automotive
58%
Automotive
Food and beverage
56%
Food and beverage
66%
+10
Consumer packaged goods
54%
Consumer packaged goods
65%
+11
Entertainment
65%
+14
51%
Entertainment
+12
Brewing and spirits
NA
Brewing and spirits
64%
NA
Telecommunications
NA
Telecommunications
63%
NA
Consumer health companies
NA
Consumer health companies
60%
NA
Energy
55%
Energy
59%
+4
Pharmaceuticals
53%
Pharmaceuticals
59%
+6
Chemicals
NA
43%
Media
47%
Banks
Financial services
13
Chemicals
NA
55%
NA
Media
51%
+8
Banks
51%
+4
Financial services
50%
NA
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.

14. COMPANIES HEADQUARTERED IN BRIC NATIONS SUFFER A TRUST DEFICIT
COMPARED TO WESTERN-BASED COMPANIES
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
78%
75%
74%
71%
68%
67%
55%
54%
53%
14
Brazil
Spain
South Korea
Italy
France
U.S.
The Netherlands
Japan
U.K.
Canada
Switzerland
Sweden
Germany
42%
38%
36%
35%
34%
Mexico
79%
India
79%
China
80%
TRUSTED
Russia
MOST
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, 27-country global total.

15. FAMILY-OWNED AND SMALL- AND MEDIUM-SIZED BUSINESSES HAVE A TRUST
ADVANTAGE EXCEPT IN ASIA; STATE-OWNED LEAST TRUSTED GLOBALLY
TRUST IN DIFFERENT TYPES OF BUSINESS – BY REGION
FAMILY-OWNED
SMALL- & MEDIUM-SIZED
PUBLICLY-TRADED
PRIVATELY-HELD
BIG BUSINESS
85%
71%
74%
68%
63% 62% 61%
62%
65%
76%
73%
62%
63%
48%
APAC
60%
57%
EU
47% 47%
63%
45% 46%
NORTH AMERICA
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, 27-country global total.
15
80%
72% 74% 70%
68%
54%
GLOBAL
83%
78%
STATE-OWNED
45%
LATIN AMERICA

16. ACADEMICS AND EXPERTS ARE MOST TRUSTED SOURCE OF INFORMATION;
CEOS CAN INCREASE TRUST BY LEVERAGING EXPERTISE
CREDIBILITY OF SPOKESPEOPLE
2009
62%
2009 VS. 2014
NA
ACADEMIC OR EXPERT
67%
TECHNICAL EXPERT
ACADEMIC OR EXPERT
TECHNICAL EXPERT*
2014
+5
66%
+15
A PERSON LIKE YOURSELF
47%
A PERSON LIKE YOURSELF
FINANCIAL OR INDUSTRY
ANALYST
49%
FINANCIAL OR INDUSTRY
ANALYST
53%
+4
NGO REPRESENTATIVE
52%
+9
52%
+20
NGO REPRESENTATIVE
41%
REGULAR EMPLOYEE
32%
REGULAR EMPLOYEE
CEO
31%
CEO
GOVERNMENT OFFICIAL OR
REGULATOR
29%
GOVERNMENT OFFICIAL OR
REGULATOR
62%
16
43%
36%
+12
+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, 20country global total.
* Not tested in 2009

17. THERE IS VERY LITTLE TRUST IN EITHER BUSINESS LEADERS OR THEIR
GOVERNMENT COUNTERPARTS ON KEY METRICS
TRUST IN BUSINESS AND GOVERNMENT LEADERS A GREAT DEAL TO DO THE FOLLOWING
BUSINESS LEADERS
26%
2013
2014
26%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
20%
21%
MAKE ETHICAL AND MORAL
DECISIONS
18%
20%
TELL YOU THE TRUTH,
REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS
GOVERNMENT LEADERS
15%
15%
CORRECT ISSUES WITHIN
INDUSTRIES THAT ARE
EXPERIENCING PROBLEMS
17
19%
19%
SOLVE SOCIAL OR SOCIETAL
ISSUES
2013
2014
14%
15%
MAKE ETHICAL AND MORAL
DECISIONS
12%
13%
TELL YOU THE TRUTH,
REGARDLESS OF HOW
COMPLEX OR UNPOPULAR IT IS
15%
16%
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, 27-country global total.

18. TRUST IN NGOS IS GENERALLY HIGHEST IN EMERGING NATIONS;
RUSSIA IS EXCEPTION
TRUST IN NGOS – ENVIRONMENTAL
78%
63%
76%
75% 74%
73% 73% 72%
71% 71% 68%
66%
64% 64%
62%62% 62%
60% 59% 59% 58%
55% 55%
49% 48%
47% 46%
18 Q316-321. Thinking about different types of non-governmental organizations, please indicate how much you trust each type of NGO 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”
43%

19. TWO | Trust in the Energy Industry

20. ENERGY OVER 5 YEARS: GLOBALLY ON THE RIGHT TRACK; SIGNIFICANT
CHANGE FOR THE WORSE IN JAPAN, FOR THE BETTER IN GERMANY, U.S.
TRUST IN ENERGY, 2009 VS. 2014
2009
2014
90%
89%
86%
79%
78%
75%
73%
78%
77%
73%
76% 75%
72%
78%
74%
68%
59%
55%
59%
59%
61%
59%
57%
60%
55%
54%
56%
53%
53%
49%
42%
39%
51%
51%52%
48%49%
47%
50%
45%
42%
42%
40%
40%
39%
36%
32%
30%
21%
NA
20
NA
NA
NA
NA
NA
NA
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.

21. IN 20 OF 27 MARKETS, ENERGY MORE TRUSTED THAN BUSINESS IN GENERAL
2014 TRUST IN ENERGY INDUSTRY VS. BUSINESS IN GENERAL – 27 MARKET OVERVIEW
Energy Industry
81%
78%
76%
Business
74%
71%
68%
63% 64%
62%
69% 69% 68%
65%
62%
60%
67%
56%
62%
57%
56% 55%
55%
54%
49%
48%
55%
55% 56%
54% 53%
52%
54%
49%
50%
41%
48% 48%
45%
47%
38%
32%
33%
49%
44%
41%41%
33%
26%
21
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”.; 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 global total across 27 countries
41%
43%
36%
34%
45%
41%
36%
31%

22. TRUST AMONG EMERGING MARKETS HIGHER THAN TRUST LEVELS IN
DEVELOPED MARKETS
TRUST IN ENERGY INDUSTRY BY REGION
2013
2014
70%
57%
70%
67%
64%
66%
66%
56%
53%
56%
45%
Global
BRIC
Latin America
APAC
North America
22Q43-60. [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 in 25 -country global total and across APAC, BRIC,
Latin America, North America and EU region
EU
43%

23. RENEWABLES ARE TRUSTED MORE THAN THE OVERALL ENERGY INDUSTRY; OIL AND
MINING LEAST TRUSTED
TRUST IN ENERGY INDUSTRY SECTORS - GLOBAL
2013
2014
68%
70%
58% 58%
57% 56%
53% 54%
49% 50%
50%
N/A
Energy Industry
23
Renewables
Natural Gas
Utilities
Oil
Q61C-64C. [SPLIT SAMPLE] 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 in 25 -country global total
Mining

24. UNANIMOUS TRUST IN RENEWABLES
TRUST IN ENERGY SECTORS – RENEWABLES
2013
2014
84%
81%
82%
79%
79%
76%
84%
78%
72%
70%
68%
77%
77%
73%
77%
76% 75%
76%
74%
70%
71%
64%
77%
73%
75%
73%
71% 70%
70% 71% 68%
68%
68%
68% 67% 66%
65%
59%
66% 65% 65%
65% 64%
63%
57%
61%
55%
NA
24
Q61C-64C. [SPLIT SAMPLE] 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, global total across 25 countries.
59% 61% 60% 59%
58% 58%
55%
53%

25. TRUST IN NATURAL GAS ABOVE 50 PERCENT IN 19 OF 27 MARKETS; GAINS IN
A VARIETY OF MARKETS
TRUST IN ENERGY SECTORS – NATURAL GAS
2013
2014
85%
82% 81%
80%
80%
71%
73% 74%
72%
70%70%
70%
72%
69% 70%
67% 66%
65%
65%
65%
58%
58%
58%
53%
58%
53% 54%
57%
56%
52%
53%
60%
57%
51%
51%
45%
55%
50% 50%
48%
49%
45%
43%
37%
47%
45%
46% 45%
43% 43% 42%43%
40% 40%
37%
NA
25
Q61C-64C. [SPLIT SAMPLE] 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, global total across 25 countries.

26. TRUST IN UTILITIES ABOVE 50 PERCENT IN 17 OF 27 MARKETS;
CRITICAL LOW POINTS IN SOME
TRUST IN ENERGY SECTORS – UTILITIES
2013
2014
79%78%
77%
75%
74%
68%
74%73%
74%
72% 71%
70%69%
69%
68%
64%
69%
59%
54%
53%
58%
53%
58%
54% 54%
54%
51%50%
51%
53%
57%
51% 51%
47%
40%
51%
45%
38%
45%
36%
39%39% 40%
39% 38% 38%40%
37%
36%
35%
40%
36% 35%
26%
18%
NA
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the UTILITIES industry, please indicate how much you trust businesses in each of the following sectors
26 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, global total across 25 countries.

27. COUNTRIES CLEARLY DIVIDED OVER TRUST IN THE OIL SECTOR; TRUST
HIGHEST IN EMERGING AND ASIAN MARKETS
TRUST IN ENERGY SECTORS – OIL
2013
2014
82%
81%
77%
73%
77%
75%
74%
72%
72%
68%69% 69%
68% 67%
66%66%
62%
59%
53%52%
52% 52%
49%
47%
50%
49%
46%
43%42%
41% 40%
41%
39%
39% 39% 38%
37%
37% 36% 36%
35% 35%
33%
33%
33%33%
30%
30%
30%30% 29%
30% 30% 29%
28%
NA
27
Q61C-64C. [SPLIT SAMPLE] 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, global total across 25 countries .

28. MINING IS MOST TRUSTED IN DEVELOPING NATIONS; CANADA, U.S. LEVELS
MIGHT SURPRISE
TRUST IN ENERGY SECTORS – MINING
70%
68%
67%
66%
66%
65%
63%
60%
59%
57%
54%
54%
50%
50%
46%
45%
45%
45%
44%
44%
44%
42%
38%
36%
33%
32%
32%
29%
Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the MINING industry, please indicate how much you trust businesses in each of the following sectors to
28 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, global total across 27countries.

29. THREE| The Intersection Between
Business , Government and Energy

30. AT 44%, GLOBAL TRUST IN GOVERNMENT IS CRITICALLY LOW AS COMPARED
TO BUSINESS
TRUST IN BUSINESS VS. GOVERNMENT
Government
Business
HIGHER TRUST
IN GOVERNMENT
HIGHER TRUST IN BUSINESS
88%
20+ PT. HIGHER TRUST IN BUSINESS
82%
82%
79%
76%
77%
73%
72%
75%
71%
70%
63%
63%
58%
58%
58%
53%
45%
45%
38%
37%
41%
59%
56%
43%
49% 49%
45%
45%
54%
43%
43%
27%
24%
23%
19%
51%
45%
39%
32%
28%
30
42%
60%
53%
51%
34%
17%
57%
54% 56%
53%
45%
44%
62%
21%
18%
Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what
is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20country global total.

31. OVER HALF SEE GOVERNMENT ROLE AS PROTECTING CONSUMERS FROM
BUSINESSES
MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS
51%
28%
23%
21%
18%
5%
4%
1%
PROTECT
CONSUMERS FROM
IRRESPONSIBLE
BUSINESSES
31
REGULATE
BUSINESS
BUILD BUSINESS
ENSURE FREE
GOVERNMENT FINANCIALLY HELP
INFRASTRUCTURE MARKET ACCESS SHOULD NOT PLAY BUSINESS DURING
A ROLE IN
CRISES
BUSINESS
Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics, 27-country global total.
DON'T KNOW

32. EVEN MORE THAN BUSINESS, MOST FEEL THERE IS NOT ENOUGH REGULATION
OF THE ENERGY INDUSTRY
2014 REGULATION
Not enough regulation of business
Not enough regulation of energy
73%
67%
64%
67%
65%
63%
63%
60%
52%
51%
47%
42%
61%
43%
48%
49%
60%
59%
58%
58% 57%
55%
57%
54%
49%
56%
53% 52%
43%
42%
38%
34%
51% 51%
47%
46%
44%
38%
43%
38%
33%
42%
41%40%
38%
37%
36%
33%
30%
26%
26%
29%
33%
31%
28%
23%
32
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, 27-country global total. 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? (Not Enough, Too much) Informed Publics, 27 country global total.

33. THAT SAID, WITH THE EXCEPTION OF APAC COUNTRIES, POLICYMAKERS ARE NOT
TRUSTED TO APPROPRIATELY REGULATE THE ENERGY INDUSTRY
PERCENTAGE AGREEING WITH EACH STATEMENT
I trust policymakers to develop and implement appropriate regulations on the energy industry
84%
76%
73% 73% 72% 71%
65%
49%
63% 60%
48%
33
47% 46% 46%
44%
43% 42%
41%
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
37% 36%
34% 33% 33%
32% 32%
30% 29% 28%

34. AND MOST FEEL GOVERNMENT SHOULD CONSULT MULTIPLE STAKEHOLDERS
WHEN DEVELOPING REGULATIONS—ENERGY HAS LICENSE TO ENGAGE
PERCENTAGE AGREEING WITH EACH STATEMENT
When policymakers are developing new regulations on businesses and industries, they should
consult with multiple stakeholders (e.g., NGOs, academics, the affected businesses/industries,
etc.) before making final decisions
91% 90%
79%
89% 88%
87% 86% 84%
84% 84% 83%
82% 81% 81%
81%81% 79%
79% 79% 78%
75%
73% 73% 73%
69%
67%
62%
45%
34
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.

35. THERE IS AN OPPORTUNITY FOR THE ENERGY INDUSTRY TO PLAY A KEY ROLE IN
ENERGY POLICY DEBATE
PERCENTAGE AGREEING WITH EACH STATEMENT
The energy industry should be a more active participant in the broader debate over [COUNTRY] energy policy
89% 89%
74%
88% 88%
86% 85% 85%
84%
80% 79%
79% 78%
74%
69%
68%
68%
68% 68% 68%
35
Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total.
65% 65% 65% 64%
62%
60% 58%
56%

36. FOUR| Building Trust Through Context

37. 16 KEY ATTRIBUTES TO BUILDING TRUST
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
Edelman Trust Barometer research
reveals 16 specific attributes which
build trust.
INTEGRITY
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into
five performance clusters listed here
in rank order of importance.
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
37
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

38. EMPLOYEES ARE TRUSTED SOURCE ACROSS AREAS; ACTIVIST CONSUMER IS
NOTABLE FOR ENERGY COMPANIES
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING
COMPANY'S CEO
COMPANY'S EMPLOYEE
ACTIVIST CONSUMER
ACADEMIC
MEDIA SPOKESPERSON
50%
37%
31% 32%
32%
30%
21% 21%
INTEGRITY
30%
23%
19%
PRODUCTS &
SERVICES
27%
23% 22%
25%
21%
16%
14%
13%
12%
ENGAGEMENT
26%
24%
17%
15%
38
31%
27%
25%
21%
36%
34%
PURPOSE
OPERATIONS
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. General Publics, 27-country global total.
TOTALS

39. WHAT CEOS SHOULD DO TO BUILD TRUST
ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY
82%
81%
80%
79%
69%
53%
Communicates
clearly and
transparently
39
Tells the truth,
Engages with
Is front and center Is personally involved Has an active media
regardless of how employees regularly during challenging in supporting local
presence
complex or
to discuss the state
times (product
charities and good
unpopular it is
of the business
recalls, lawsuits,
causes
etc.)
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?; Q254B261B. [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's company? (Top
4 Box, Total Important) General Publics, 27-country global total.

40. A NEW TRUST ENVIRONMENT
There has been a significant change in the
trust environment since 2009. Business
must now lead the debate for change.
People trust business to innovate, unite and
deliver across borders in a way that government
can’t. This trust comes with the expectation and
responsibility to maintain it. Doing this is less
risky than not doing it at all.
Operations and CSR programs are now
tablestakes (compared to 2008). Business
must focus on
Engagement and
Integrity to build trust.
86% believe a company can take
specific actions that both increase profits
improve the economic
and social conditions in the
and
communities where it operates.
CEO must become Chief Engagement Officer
40

41. WE NEED TO EVOLVE…
From only
to include
Micro
Macro
Transactional
Shared Value(s)
Legal Requirements
Societal Expectations
What
How and Why

42. BUSINESS TO LEAD THE DEBATE FOR CHANGE
Participate
Advocate
Offer a clearly articulated strategy that delivers
context. Engage and enable to amplify. Create
mass movement.
Evaluate
42
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

43. Amy Hemingway, Global Energy Lead
amy.hemingway@edelman.com
1-202-350-6661
Follow us on Twitter – @EdelmanEnergy
On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and
Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The
Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown:
REUTERS/Mike Theiler