The 2013 Edelman Trust Barometer is the firm’s 13th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 26,000 general population respondents with an oversample of 5,800 informed publics ages 25-64 across 26 countries. Here you will find the results focused on the Brazilian market.

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

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

6. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST
IN 2012, SHIFT BACK TO NEUTRAL IN 2013
2011
2012
2013
Big Changes
from 2008
GLOBAL
55
GLOBAL
51
GLOBAL
57
"
Brazil
80
China
76
China
80
Germany +19
UAE
68
Singapore
76
UAE
78
China +18
TRUSTERS
Singapore
67
India
71
Indonesia
74
Canada +14
India
65
Mexico
68
China
73
India +11
Indonesia
63
Hong Kong
67
Netherlands
73
63
UAE
66
Mexico
Mexico
69
Netherlands
61
Malaysia
64
Singapore
67
Hong Kong
61
Canada
62
Argentina
62
Canada
58
Indonesia
62
Big Changes
India
56
Malaysia
57
U.S.
59
from 2012
Italy
56
Italy
56
Netherlands
59
"
Argentina
54
Brazil
55
Germany +16
Canada
55
NEUTRAL
Australia
53
Germany
55
France +14
South Korea
53
Brazil
51
France
54
UK +12
Sweden
52
Sweden
54
Sweden
49
US +10
Japan
51
UK
53
U.S.
49
Australia
51
Italy
51
South Korea
44
Spain
51
Australia
50
Poland
44
France
50
Poland
48
U.K.
41
DISTRUSTERS
S. Korea
47
Poland
49
Ireland
41
Ireland
46
Germany
44
France
40
Argentina
45
U.S.
42
Germany
39
Spain
42
U.K.
40
Spain
37
Turkey
42
Russia
40
Japan
34
Japan
41
Ireland
39
Russia
32
Russia
36
6
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

7. LOWER TRUST AMONG GENERAL POPULATION
THAN INFORMED PUBLICS
2013
GENERAL PUBLIC
2013
INFORMED
PUBLIC
GLOBAL
48
GLOBAL
57
China
70
China
80
General Population is " Singapore
76
TRUSTERS
India
64
9 points lower than
UAE
63
India
71
Informed Publics
Singapore
63
Mexico
68
Indonesia
61
Hong Kong
67
Malaysia
61
UAE
66
Mexico
59
Malaysia
64
Largest Differences
NEUTRAL
Hong Kong
54
Canada
62
between
Canada
52
Indonesia
62
Gen Pop & Informed U.S.
59
Brazil
51
Netherlands
50
Publics
Netherlands
59
Argentina
48
Brazil
55
Poland, US, Sweden: - 14
U.S.
45
Germany
55
points
Germany
44
France
54
UK
43
Sweden
54
Singapore, Ireland, Hong Kong,
S. Korea
43
UK
53
France: - 13 points
DISTRUSTERS
Turkey
43
Italy
51
France
41
Australia
50
Italy
40
Poland
48
Sweden
40
S. Korea
47
Australia
39
Ireland
46
Spain
37
Argentina
45
Japan
35
Spain
42
Poland
34
Turkey
42
Ireland
33
Japan
41
Russia
30
Russia
36
7
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries

8. TRUST ON THE RISE ACROSS INSTITUTIONS, "
BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS - GLOBAL
TRUST A GREAT DEAL
Trust Total: 58%
Trust Total: 53%
Trust Total: 48%
Trust Total: 43%
GOVERNMENT
12%
16%
14%
17%
BUSINESS
2012
2013
2012
2013
Trust Total: 63%
Trust Total: 57%
Trust Total: 58%
Trust Total: 52%
19%
22%
MEDIA
15%
17%
NGOS
2012
2013
2012
2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed
8
Publics ages 25-64 in 20-country global total

9. NGOS IN BRAZIL REGAIN TRUST AND MEDIA TAKES THE LEAD; "
GOVERNMENT REMAINS ON THE BOTTOM
TRUST IN INSTITUTIONS – BRAZIL
TRUST A GREAT DEAL
Trust Total: 63%
Trust Total: 64%
Trust Total: 32%
Trust Total: 33%
23%
26%
GOVERNMENT
5%
12%
BUSINESS
2012
2013
2012
2013
Trust Total: 66%
Trust Total: 61%
Trust Total: 59%
Trust Total: 49%
24%
28%
24%
26%
MEDIA
NGOS
2012
2013
2012
2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed
9
Publics ages 25-64

10. MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;"
GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - GLOBAL
NGOs Media Business Government
80%
2007 " 2013 "
12 point gap 10 point gap
between business between business &
70% & government trust
government trust
61%
60% 59%
57%
54% 54% 56%
53% 53%
52% 53% 55%
52% 49%
50% 51% 49% 47%
46%
48% 46% 47% 46%
44% 46%
45%
44%
40% 43%
Back to
40% 2011 highs
38%
30%
20%
2007
2008
2009
2010
2011
2012
2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
1 means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18-country global total
0 (excludes Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

11. INTENSE COVERAGE OF LOCAL SCANDALS PUTS MEDIA ON THE TOP; "
NGOS GOES BACK TO ITS NORMAL WAY
TRUST IN INSTITUTIONS – INFORMED PUBLICS AGES 35-64 - BRAZIL
NGOs Media Business Government
90%
83%
80% 79% 79%
69%
70% 72% 67%
65% 64%
63% 62%
60% 64%
62%
60% 57%
61%
57% 59%
57% 53%
55%
50% 51%
51%
40%
40%
37%
30% 31%
27%
28%
20%
22%
10%
2007
2008
2009
2010
2011
2012
2013
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64
11

12. TRUST IN BUSINESS REMAINS STABLE
TRUST IN BUSINESS: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL
100%
Developed Emerging Brazil
90%
81%
80%
70% 67% 67% 70%
64%
63% 62%
65% 64%
60% 62% 63%
59%
55%
50%
48% 49%
47% 39%
40%
42%
30%
20%
2008
2009
2010
2011
2012
2013
Q11-14. [Trust in Business] [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-
point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in
12
Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil

13. SCANDALS AND LOW GDP AFFECT TRUST IN GOVERNMENT
TRUST IN GOVERNMENT: DEVELOPED MARKETS VS. EMERGING MARKETS VS. BRAZIL
100%
Developed Emerging Brazil
90% 85%
80%
70%
60%
60%
56%
50%
50% 47%
45% 44%
43% 47%
43% 42%
40%
37% 34%
39%
36%
30% 33%
32%
20% 20%
10%
2008
2009
2010
2011
2012
2013
Q11-14. [Trust in Government] [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-
point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in
13
Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India), and Brazil

14. BUSINESS TRUSTED MORE THAN GOVERNMENT IN "
16 OF 26 MARKETS SURVEYED
TRUST IN BUSINESS VS. GOVERNMENT
Trust in Government
62% of markets surveyed
Business
have trust score below 50%
Government
Trust in Business
35% of markets surveyed
GAP BETWEEN BUSINESS & GOVERNMENT GROWING
have trust score below 50%
Globally, largest gap since 2007*
82%
81%
82%
81%
77%
74%
73%
74%
64%
63%
65%
65%
62%
63%
62%
61%
60%
59%
57%
60%
56%
56%
56%
58%
58%
58%
52%
53%
50%
49%
47%
47%
47%
48%
48%
48%
49%
44%
44%
44%
41%
43%
44%
40%
40%
35%
33%
32%
32%
31%
30%
29%
19%
20%
#7 empresas
# 20 governo
14

15. TRUST IN BUSINESS VS. GOVERNMENT – HEAT MAP
TRUST BUSINESS
OVER GOVERNMENT
RUSSIA"
IRELAND "
+11 POINTS
+12 POINTS
TRUST GOVERNMENT
OVER BUSINESS
POLAND "
+26 POINTS
SPAIN"
+24 POINTS
ITALY"
BRAZIL " +21 POINTS
+31 POINTS
MEXICO "
+41 POINTS
SOUTH KOREA"
+13 POINTS
JAPAN"
+20 POINTS
INDONESIA"
ARGENTINA" +27 POINTS
INDIA"
+30 POINTS
+24 POINTS
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
15
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Mexico, Brazil,
Argentina, Spain, Ireland, Russia, Poland, Italy, South Korea, India, Japan and Indonesia

16. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND
GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT
REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS
GOVERNMENT LESS
CORRUPTION OR FRAUD
27%
CORRUPTION OR FRAUD
33%
50%
50%
WRONG INCENTIVES DRIVING WRONG INCENTIVES DRIVING
23%
17%
BUSINESS DECISIONS
POLICIES
POOR PERFORMANCE/ POOR PERFORMANCE/
16%
31%
INCOMPETENCE
INCOMPETENCE
TRANSPARENCY ISSUES
16%
TRANSPARENCY ISSUES
11%
LACK OF REGULATION OR CONTROL
16%
LACK OF REGULATION OR CONTROL
6%
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF
16
TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country
global total

17. BEHAVIOR IS THE MOST IMPORTANT ASSET FOR INSTITUTIONS
MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – BRAZIL
(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)
REASONS FOR TRUSTING REASONS FOR TRUSTING
BUSINESS LESS
GOVERNMENT LESS
CORRUPTION OR FRAUD
21%
CORRUPTION OR FRAUD
73%
77%
38%
WRONG INCENTIVES DRIVING WRONG INCENTIVES DRIVING
17%
4%
BUSINESS DECISIONS
POLICIES
TRANSPARENCY ISSUES
29%
TRANSPARENCY ISSUES
8%
POOR PERFORMANCE/ POOR PERFORMANCE/
17%
13%
INCOMPETENCE
INCOMPETENCE
LACK OF REGULATION OR
LACK OF REGULATION OR CONTROL
13%
2%
CONTROL
Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF
17
TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population

18. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES
AND BANKS REMAIN LEAST TRUSTED
TRUST IN INDUSTRIES – GLOBAL
Technology #1 in all
2012
2013
markets surveyed*
Technology 79% Technology 77%
Automotive 66% Automotive 69%
Food and beverage 64% Food and beverage 66%
Consumer packaged
62% Consumer packaged goods 65%
goods
Telecommunications 60% Telecommunications 62%
2013: Top 3 in Developed Markets"
Brewing and spirits 59% Brewing and spirits 62%
#1 Technology
60%
#2 Automotive
Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits
Energy 53% Pharmaceuticals 58%
2013: Top 3 in Emerging Markets"
Media 51% Media 53% #1 Technology
#2 Automotive
Banks 47% Banks 50% #3 Consumer Packaged Goods
#3 Energy
Financial services 45% Financial services 50%
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 -country
18
global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)

19. ENERGY TAKES A BETTER POSITION; "
BANKS IN THE LAST POSITION
TRUST IN INDUSTRIES – BRAZIL
2012
2013
Technology 86%
Technology 80%
Food and beverage 77%
Food and beverage 77%
Pharmaceuticals 75%
Pharmaceuticals 73%
Automotive 75%
Energy 71%
Consumer packaged goods 71%
70%
Automotive 70%
Brewing and spirits 71%
Consumer packaged goods 69%
Energy 67%
Media 65%
Media 59%
Brewing and spirits 61%
Banks 56%
Telecommunications 60%
Telecommunications 55%
Financial services 56%
Financial services 53%
Banks 52%
Q43-­‐60.
[TRACKING]
Please
indicate
how
much
you
trust
businesses
in
each
of
the
following
industries
to
do
what
is
right.
Again,
please
use
the
same
9-­‐point
scale
where
one
means
that
you
“do
not
trust
them
at
all”
and
nine
means
that
you
“trust
them
a
great
deal”.
(Top
4
Box,
Trust)
Informed
publics
ages
25-­‐64
(only
industries
tracked
from
2012
19
to
2013
shown)

20. SEVERE DROPS IN TRUST IN BANKS OVER FIVE YEARS, 2/3 OF
MARKETS NOW BELOW 50% TRUST LEVEL
INDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANY, US BOTTOM WAS 2011
TRUST IN BANKS – INFORMED PUBLICS AGES 35-64
2008
2013
+ 11
83%
83%
80%
72%
71%
-13
69%
-20
67%
63%
-19
-11
61%
59%
60%
59%
-25
56%
54%
56%
53%
52%
-13
50%
49%
49%
49%
51%
47%
-25
-26
47%
45%
44%
-19
45%
38%
42%
-24
35%
35%
32%
31%
31%
26%
23%
22%
19%
11%
#7
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
20
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in 18-country
global total and across 18 markets

21. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST
TRUSTED – EMERGING MARKETS STILL LAG
MOST TRUSTED NATIONAL IDENTITY FOR COMPANIES - GLOBAL
76%
75%
74%
74%
70%
68%
68%
65%
61%
50%
48%
46%
41%
36%
35%
34%
31%
#13
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
21
headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you
“trust them a great deal”. (Top 4 Box, Trust) Informed Publics Ages 25-64 in 26-country global total

22. BRAZIL FACES THE INTERNATIONALIZATION CHALLENGE
DEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
Global trust in companies headquartered in Germany, Developed
Sweden, Canada and China has remained stable since
2008*
Emerging
Brazil
82% 80% 81%
78% 78% 78%
72% 74%
69%
58% 60% 60%
50%
45%
42%
36%
29%
19%
Germany HQs
Sweden Canada HQs
China HQs
India HQs
Brazil HQs
HQs
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you
“trust them a great deal”. (Top 4 box – Trust) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia,
India), and Brazil
22
*Data
used
includes
Informed
Publics
ages
35-­‐64
only
in
18-­‐country
global
total

23. REGIONAL ORIGIN DOES NOT MATTER FOR BRAZILIANS
TRUST IN COMPANIES HQ IN THE LATIN AMERICA VS."
TRUST COMPANIES HQ IN REGIONS OUTSIDE OF LATIN AMERICA
Trust Companies in Latin America More
Equal Trust in Both
Trust Companies in Latin America Less
50%
41%
40%
38%
36%
34%
31%
29%
26%
25%
22%
23%
Latin America
Mexico
Argentina
Brazil
23
Q202D. Do you trust companies headquartered in the Latin America region more or less than you trust companies headquartered in a region outside of Latin
America? Informed Publics ages 25-64 in Latin America region, Mexico, Brazil, and Argentina.

24. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST; "
WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIES
TRUST IN DIFFERENT TYPES OF BUSINESSES
SMALL BUSINESSES
BIG BUSINESSES
89%
86%
79%
78%
76%
73%
70%
70%
65%
62%
53%
55%
55%
48%
GLOBAL
DEVELOPED
EMERGING
US
UK
CHINA
UAE
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4
24
Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes
Mexico, China, Brazil, Russia, India), US, UK, China, UAE

25. BRAZILIANS VALUE ENTREPRENEURSHIP, BUT BIG COMPANIES HAVE
THEIR RESPONSIBILITY
TRUST IN SMALL BUSINESS VS. BIG BUSINESS
SMALL BUSINESSES
BIG BUSINESSES
79%
78%
76%
75%
70%
70%
71%
67%
62%
53%
GLOBAL
DEVELOPED
EMERGING
LATIN AMERICA
BRAZIL
Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4
25
Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes
Mexico, China, Brazil, Russia, India), Brazil and Latin America

26. NGOS REMAIN MOST TRUSTED INSTITUTION; "
FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2008 67% of markets surveyed
have a trust score above 50%
2012
2008 "
China: 48%
2013 88% of markets surveyed 2013
83% 81% have a trust score above 50%
78% 79%
76% 76%
75% 73% 75% 74%
70% 70% 69% 69% 67%
68% 66% 67% 66% 67% 66% 66%
64% 65%
63% 64% 64% 63% 63% 62% 61%
60% 59%
58% 58% 59%
55% 57% 56% 55%
53% 54%
51% 53%
48% 49% 51%
50%
46%
41% 40%
37%
30%
28%
N/A
#19
Q11-14. [NGOs TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
26

27. STEADY GROWTH IN TRUST IN MEDIA OVER TIME;"
RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG
COVERAGE OF SCANDALS
TRUST IN MEDIA
2008 50% of markets surveyed 2012
have a trust score 50% or above
2013
2013 62% of markets surveyed
81% have a trust score 50% or above
79% 79% 80%
77%
70% 70%
65% 68% 66%
65% 65% 66%
61% 61% 61% 60% 61% 61%
57% 59% 57% 57%
54% 54%
52%
51% 50%
50%
50% 49% 47% 47%
49% 48%
47% 47%
45% 46% 45% 45% 45% 43% 43%
42% 41% 42%
37% 38% 38%
35% 36%
33%
26%
N/A
#6
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global
total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
27

28. Copyright Edelman

29. YOUNGERS CHANGE HABIT; "
ALL MEDIA ARE STRATEGIC TO BUILD TRUST
TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION
Global Developed Emerging Latin America Brazil
71% 69%
65%67% 67% 68%
58% 58% 56% 58% 56%
51% 53% 54% 53% 52% 53%
47% 51%
43% 41% 40%
32% 30%
26%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
GLOBAL AGE BREAKDOWN
18-29 30-44 45-64 65+
61% 61% 60%
59% 56% 56%
54%
49% 49% 48% 47% 45% 44% 43%
40% 37%
37%
29% 31%
29%
TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA
ENGINES
Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale
29
where one means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France,
Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total, Brazil and Latin
America

30. THE RELEVANCE OF SOCIAL MEDIA
IMPORTANCE FOR A COMPANY TO ACTIVELY USE SOCIAL MEDIA TO BUILD YOUR TRUST
Important
Not Important
85%
72%
74%
59%
26%
17%
14%
10%
Latin America
Mexico
Brazil
Argentina
Q203D. Please use this definition of “social media” when answering the following question - Social Media: Interactive online sources that include social networking sites
(such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen), online discussion forums, content-sharing sites (such as YouTube) and microblogging sites
(such as Twitter). "
30
"
How important is it for a company to actively use social media to build your trust? Please use a nine-point scale where one means it 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 – Important) (Bottom 4 Box – Not Important) "
Informed Publics ages 25-64 in Latin America region, Mexico, Brazil, and Argentina.

31. SKEPTICISM AND DISPERSION REQUIRES REPETITION
MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE
MESSAGES
12% " 4% ONCE (1)
TEN OR MORE TIMES (10+)
14% TWICE (2)
6% "
SIX TO NINE TIMES (6-9)
35% THREE TIMES (3)
29% "
FOUR OR FIVE TIMES (4-5)
64% THREE TO FIVE TIMES
Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to
31
be exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in
26-country global total (excludes Don’t Know Responses)

33. TRUSTED SOURCES ARE EXPERTS AND PEERS
CREDIBLE SPOKESPEOPLE – GLOBAL
2012
2013
Academic or expert 69%
Academic or expert 68%
Technical expert in the company 67%
Technical expert in the company 66%
A person like yourself 65% A person like yourself 61%
Regular employee 50% Financial or industry analyst 51%
NGO representative 50% NGO representative 51%
Financial or industry analyst 46% Regular employee 50%
CEO 38% CEO 43%
Government official or regulator 29%
Government official or regulator 36%
Q130-­‐143.
[TRACKING]
Below
is
a
list
of
people.
In
general,
when
forming
an
opinion
of
a
company,
if
you
heard
informaWon
about
a
company
from
each
person,
how
credible
would
the
informaWon
be-­‐-­‐extremely
credible,
very
credible,
somewhat
credible,
or
not
credible
at
all?
(Top
2
Box,
Very/
Extremely
Credible)
Informed
publics
33
ages
25-­‐64
in
20
country
global
total
(excludes
ArgenWna,
Hong
Kong,
Malaysia,
Singapore,
Turkey
and
UAE)
(only
spokespeople
tracked
from
2012
to
2013
included)

34. INDIVIDUAL POWER EMERGES IN BRAZIL
CREDIBLE SPOKESPEOPLE - BRAZIL
2012
2013
A person like yourself 86%
A person like yourself 80%
Technical expert in the company 80%
Technical expert in the company 74%
Academic or expert 75%
Academic or expert 70%
Regular employee 55%
Financial or industry analyst 59%
CEO 53%
CEO 52%
Financial or industry analyst 53%
Regular employee 48%
NGO representative 44%
NGO representative 48%
Government official or regulator 30%
Government official or regulator 32%
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)
34
Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from
2012 to 2013 shown)

35. TRUSTED SPOKESPEOPLE SOLIDIFYING RANK ORDER
CREDIBILITY OF SPOKESPEOPLE – INFORMED PUBLICS AGES 35-64 - GLOBAL
An academic or expert on company issues CEO
A person like yourself Government official/regulator
Regular employee
80%
69% 68%
70% 67%
63% 65%
58% 59%
60% 60%
49% 50%
50% 49%
47% 44% 43%
39% 38%
40% 42% 40%
36% 32%
30%
32% 35% 33%
30% 29% 33%
31%
27% 26%
20%
10%
2008
2009
2010
2011
2012
2013
Q130-­‐143.
[TRACKING]
Below
is
a
list
of
people.
In
general,
when
forming
an
opinion
of
a
company,
if
you
heard
informaWon
about
a
company
from
each
person,
how
credible
would
the
informaWon
be-­‐-­‐extremely
credible,
very
credible,
somewhat
credible,
or
not
credible
at
all?
(Top
2
Box,
Very/
Extremely
Credible)
Informed
publics
ages
35-­‐64
in
18
-­‐
35
country
global
total