The 2011 Australian Trust Barometer illustrates the changing nature of trust in our institutions, industries, channels and spokespeople

1. January 21, 2011
Asia-Pacific (APAC)
AUSTRALIA

2. Edelman Trust Barometer at a glance
For more than a decade, Edelman’s Trust
The Edelman Barometer™ has been:
Trust Barometer • Probing the attitudes of opinion
derives from shapers on the current state of trust
more than 5,000 in business, institutions and
interviews industries
across 23
countries • Understanding the expectations of
Participants are:
Aged between 25 and stakeholders regarding policy impact
64; college-educated; on business and government
top 25% of household
income; significant • Aligning communications strategies
consumers of media, and actions required to build trust
business news and
public policy
30-minute telephone interviews conducted from October 11 – November 28, 2010. Australian sample N=200

3. State of Trust
Shifting centre of gravity

4. Trust in institutions (2010-2011)
Trust in NGOs Government
Australia
rebounds
since 2010
+14
65 % +11
52 %
Business Media
+7
54 % +2
32 %
A7-10. [INSTITUTIONS] For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in Australia

5. Trust in institutions (2011) Australia
most
trusting of
Global APAC U.S. Australia
NGOs; least
100%
trusting of
90%
media
80%
70% 65% 64%
62% 62% 61% 61%
58%
60% 55% 54% 54% 52% 51%
50%
44%
40%
40%
32%
30% 27%
20%
10%
0%
NGOs Business Government Media
A7-10. [INSTITUTIONS] For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much do you trust [INSERT] to do
what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

6. Business Trust in institutions (2009-2011)
70
and NGOs 65
60
55
65%
most trusted.
54%
52%
50
45
40
35
32%
30
25
20
2009 2010 2011
Since trust was benchmarked in Australian in Business Government NGOs Media
2009, trust in business has steadily increased,
gaining 11%. Despite a small decline in 2010,
trust in NGOs surges to a high of 65%, a 10%
increase since 2009. A7-10. [INSTITUTIONS] For each one, please tell me how much you TRUST that institution to do what is right. On 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,
how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in Australia

7. Globally, trust
Trust in business (2010-2011)
in business
trends upward 2010 2011 2010 2011
while US drops
100%
Trusters Neutral Distrusters
90%
80%
80% +3
+4 70% +7
70% -8 67% 67%
64% 63%
61% 62% 61%
58% 57%
60% 56%
54% 54% 54% 53%
50% 46% 47% 45% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia India Singapore China Australia Japan South Korea
A9. On 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, how much do you trust
[BUSINESS] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

8. 11% increase
in trust in
government since
2010.
Despite a tumultuous year in politics, more than half
(52%) of Australian opinion leaders trust government to
do what is right. Trust in government rebounds from
drop in 2010, returning to 2009 levels.
(Question A9, Top 4 Box, Informed Publics aged 25-64 in Australia)

9. Globally, Trust in government (2010-2011)
trust in
government
rises in 2010 2011 2010 2011 2010 2011
2011 Trusters Neutral Distrusters
100%
88%
90%
84%
80%
+5 77%
74%
70% +5 +11
64%
62% 62%
59%
60% -6
52% 52% 51% 50% 50%
50% 47% 46%
42% 43% 44%
40% 41%
40%
30%
20%
10%
0%
Global APAC US China Singapore Indonesia Australia Japan South Korea India
A9. On 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, how much do you trust
[IGOVERNMENT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

10. Trust in business and NGOs (2011) Trust in NGOs
now on par with
business;
business NGO business NGO business NGO Australia more
100%
trusting of
90%
NGOs.
80%
80%
70%
67%
70% 66% 65% 64% 63%
62% 61% 62% 61% 62% 61%
58%
60% 55% 54% 53%
51%
50% 46% 46%
40%
30%
20%
10%
0%
Global APAC US Indonesia Australia Singapore China South Korea India Japan
A9. On 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, how much do you trust
[BUSINESS/NGOs] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

11. Australians
sceptical of
Trust in media (2010-2011)
media, along
with other
developed 2010 2011 2010 2011
100% countries
Trusters Neutral Distrusters
90% 86%
80%
80% +7 75%
70%
+4 61%
63% 63%
59% 58%
60%
54% 53%
49% 49% 50%
48%
50% 45% -11
38%
40% 36%
32%
30%
30% 27% 27%
22%
20%
10%
0%
Global APAC US Indonesia China Singapore South Korea India Japan Australia UK
A9. On 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, how much do you trust
[MEDIA] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

12. The Trust Index (2009/2011)
Australia
2009 2011 increases
China 61 Brazil 80 within global
Brazil 58 Indonesia 74 trust
India 58 China 73 improvement
Indonesia 58 Singapore 67
Global 49 India 56
Japan 49 Global 55
Australia 47 South Korea 53
South Korea 45 Australia 51
UK 42 Japan 51
Germany 42 France 50
France 41 Germany 44
US 36 US 42
Singapore N/A UK 40
Composite score is an average of a country’s trust in all four institutions Ages 25-64 (Global excludes Singapore, UAE and Argentina)

13. U.S. trust in institutions In U.S., 2011
decline mirrors
2009 drop;
Only country to
see across-the-
Business Government Media NGOs
80% board fall
70%
63% 63%
Worldwide Financial
60% 59% Crisis 54%
55%
50%
46% 45% 46%
46%
43%
40% 36% 40%
38%
31%
30%
30% 27%
20%
2008 2009 2010 2011
A7-10. On 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,
how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.

14. Trust in Business
A closer look

15. Trust in all
Trust in industries (2011)
industries
remains
Technology 68%
steady over Food and beverage 65%
the past year Retail 59%
Entertainment 59%
Pharmaceuticals 56%
Automotive 55%
Biotech 54%
OTC personal health care products 53%
Brewing and spirits 52%
Technology
Consumer packaged goods 47% firmly on top;
Energy 45% Media and
Telecommunications 38%
Insurance 38%
Finance
Financial services 37% sector at
Banks 33% bottom
Media 28%
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in Australia

16. In 2011, Trust in industries (2011)
Automotive,
Telecommunications Global ranking
and Biotech less Technology 68% 81% 1.
trusted in Australia Food and beverage 65% 66% 4.
than globally Retail 59% 65% 6.
Entertainment 59% 63% 7.
Pharmaceuticals 56% 63% 8.
Automotive 55% 69% 2.
Biotech 54% 65% 5.
OTC personal health care products 53% 57% 11.
Brewing and spirits 52% 57% 12.
Consumer packaged goods 47% 59% 10.
Energy 45% 62% 9.
Telecommunications 38% 68% 3.
Insurance 38% 52% 14.
Financial services 37% 50% 16.
Banks 33% Aussies Aussies 51% 15.
MORE LESS
Media 28% trusting trusting 54% 13.
A30-45. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Use 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) Informed publics ages 25-64 in 23 countries and Australia

17. Trust in banks globally (2008/2011) Since financial crisis,
trust in banks takes
big hit in the West;
+12
2008 2011
Reverse is true in
+4
100%
China, India,
+10 -46
90%
90%
83%
87%
+21
Japan
78%
80%
71% 69% -10 71%
+12 -21
70%
61% -30
60% 54%
52%
48% 46%
50% 44% 44% -20
40%
40%
33%
29%
30% 25% 26%
23%
20% 16%
10% 6%
0%
China India Japan Brazil France Australia* Russia US Germany UK Ireland*
* Compares 2009 rather than 2008 data
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses
in each of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64

18. National identity for companies (2011) Australians
distrusting of
companies
headquartered in
Company Headquarters
BRIC countries
Aussies Aussies
MORE LESS
trusting trusting
76% 27% 26%
70% India
Canada China
Sweden
69% 67% 51% 20% 18%
Switzerland Germany US Brazil Russia
A13-29. Please tell me how much you TRUST global companies headquartered in the following countries to do what is right. Use the same 9-point scale.
(Top 4 box) Informed Publics ages 25-64 in Australia

19. Reputation attributes (2011)
Top 2 Box, Very/Extremely Important
64% Has transparent and honest
business practices 51% Communicates frequently and
honestly
63% Offers high quality products 46% Is a good corporate citizen
60% Is a company I can trust
33% Has highly regarded and top
leadership
57% Treats employees well
31% Delivers consistent financial
returns to investors
55% Prices its brands fairly and
competitively 30% Is an innovator of new products,
services or ideas
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? The first one is [INSERT FIRST]. How
important is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in Australia.

20. Globally quality Attributes affecting reputation (2011)
tops the list of
reputation
Top 2 Box, Very/Extremely Important Global ranking
attributes; in
Australia Has transparent and 65% 2.
64%
honest business practices
transparency Offers high quality products
63% 69% 1.
and honesty or services
most important Is a company I can trust
60% 65% 3.
Treats employees well 63% 4.
57%
Prices its brands fairly and 55% 5.
55%
competitively
Communicates frequently and honestly 55% 5.
51%
on the state of its business
Is a good corporate citizen
46% 51% 7.
Has highly-regarded and widely
33% 39% 9.
admired top leadership
Delivers consistent financial
31% 39% 9 .
returns to investors
Is an innovator of new products, MORE LESS
30% 46% 8.
services or ideas important to important to
Aussies Aussies
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? The first one is [INSERT FIRST]. How
important is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in Australia and global in 23 countries.

21. Price matters.
17%
increase since 2010.
Australians see pricing brands fairly and
competitively as an important attribute for trust
and reputation in 2011.
(Question B72-81, Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in Australia)

22. Business and Society
Toward shared value

23. Creating Shared Value
“ The purpose of a
corporation must
be redefined Companies must
around creating take the lead in
shared value… bringing business
and society back
together.
”
Michael Porter, Mike Kramer, Harvard Business Review

24. “The social
responsibility of
business is to
increase its
profits.”
Milton Friedman
5 out of 10
G124. TOTAL 52%. Please tell me if you agree/disagree with the following quote from Milton
Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree +
Australians agree
somewhat agree) Informed Publics ages 25-64 in Australia

25. Corporations need to
create shareholder
value in a way that
aligns with society's
interests, even if that
means sacrificing
shareholder value.
G120. TOTAL 79%. Which of the following two positions comes closest to your view? A corporation
8 out of 10
should focus only on creating shareholder value, even if the way in which they create shareholder
value conflicts with societal interests OR corporations need to create shareholder value in a way that
aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics
Australians agree
ages 25-64 in Australia

26. Government needs
to regulate
corporations
activities to ensure
they are behaving
in a responsible
manner.
7 out of 10
G123. TOTAL 73%. And which of the following statements is closest to your view? I trust corporations
to act on their own to behave in a responsible manner OR I think government needs to regulate
Australians agree
corporations’ activities to ensure that they are behaving in a responsible manner.
Informed Publics ages 25-64 in Australia

27. Government intervention (2011)
Ireland 82%
UK 82%
Canada 74%
Australia 73%
Indonesia 70%
Russia 69%
Singapore 67% Australians more
China 62%
India 61%
likely to call for
US 61% government to step
Mexico 56% in to ensure
Brazil 53%
France 50%
business behaves
Germany 49% responsibly
Spain 48%
S. Korea 44%
Japan 42%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to
regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in 23 countries

28. Roadmap to Trust
Key drivers of reputation

29. Trusted spokespeople (2009-2911) CEO and
company
Top 2 Box, Extremely Credible/Very Important
spokespeople
2009 2010 2011 more trusted in
100%
better economic
90%
climate
80%
70%
-9
70% 67% 69% 67%
61%
60% 54% -15
50% 52% 52%
49% 47% 47%
50% 44% 44% 46%
41%
38%
40% 34%
31% 33%
30%
30%
19%
20%
10%
0% N/A
An academic or Technical expert A financial or CEO Government official NGO representative Person like yourself Regular employee
expert within the company industry analyst
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Australia

30. Most trusted spokespeople (2011)
Credibility matters
69% 67% 50%
trust an trust a trust a
academic or expert technical expert from financial or industry
within the company analyst
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Australia

31. Most trusted spokespeople (2011)
CEO
experiences recovery of credibility
30
percentage point
increase since 2009
to 49% in 2011

32. CEO credibility (2010-2011) CEO
credibility
Top 2 Box, Extremely Credible/Very Important
increases
100% 2010 2011
globally
90%
78%
80% +7
70% +10 67% 66% +11
63%
58% 58% 58%
60%
53% 53%
50% 51% 50% 50% 50%
+3 49%
50% 45%
40%
38%
40%
34%
31%
30%
20%
10%
0%
Global APAC US India Japan South Korea Singapore China Indonesia Australia
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)

33. CEO Trusted spokespeople in a crisis (2011)
must be
vocal
Trusted spokesperson Preferred spokesperson Preferred spokesperson when the
50%
during a company crisis 50%
during a product recall local community has been damaged
50% 47%
40% 36% 40% 36% 40%
33%
30% 30%
30%
21% 22%
20% 20%
20%
13% 14%
11%
9% 11%
10% 8% 7% 10% 8% 9%
6% 10% 6%
3%
0% 0%
0%
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. D101.
Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? D102. Keeping the same list of people in mind, when
a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in Australia.

34. Trusted information sources (2011)
Trust a Great Deal (Top Box)
Magazines or business magazines 27%
Traditional
Newspapers 23%
Radio or radio news 23%
Television or television news 20%
Multiple
sources
Online search engines 27%
Online
News/RSS feeds 17%
Traditional
Blogs 9%
media most
Social Media
Content-sharing sites, such as YouTube 8%
trusted;
Social networking sites 6% online
Microblogging sites, such as Twitter 6% search
engines key
Corporate
Corporate communications such as press releases 21%
Corporate/product advertising 9%
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Top Box Trust A Great Deal) Informed Publics ages 25-64 in Australia

35. Trusted information sources (2011)
Trust a Great Deal (Top Box) Global %
Magazines or business magazines 27% 28%
Traditional
Newspapers 23% 33%
Radio or radio news 23% 27%
Television or television news 20% 31%
Multiple
sources
Online search engines 27% 27%
Online
News/RSS feeds 17% 18%
Blogs 9% 11%
Social Media
Content-sharing sites, such as YouTube 8% 9%
Social networking sites 6% 9%
Microblogging sites, such as Twitter 6% 7%
Corporate
Corporate communications such as press releases 21% 18%
Aussies Aussies
MORE LESS
Corporate/product advertising 9% trusting trusting 11%
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not
too much, or not at all as a source of information about a company? (Top Box: Trust A Great Deal) Informed Publics ages 25-64 in Australia and Global in 23 Countries

36. Most relied upon information source (2011)
Most relied on source for company information (unaided)
Strong
1. 48% media
2. 14% brands rise
to the top
3. 12%
4. 12%
5. 10%
6. 9%
7. 8%
8. 7%
9. 6%
10. 6%
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in Australia

37. Source of information about a company (2011)
First Source
Online search engine 35%
Online news sources 22% People go to online first
when looking for news
Company website 16%
and information about a
Print (newspapers/magazines) 11% company – search, online
news sources and
Friends and family 7%
company websites
Broadcast (radio/TV) 5%
Social media 4%
0% 10% 20% 30% 40% 50%
I139. When looking for general news or information about a company, which one type of information source would you generally consult first? Informed Publics ages 25-64 in Australia

38. Source of information about a company (2011)
First Source Second Source
Online search engine 35% Online news sources 26%
Online news sources 22% Company website 17%
Company website 16% Online search engine 16%
Broadcast (radio/TV) 14%
Print (newspapers/magazines) 11%
Print (newspapers/magazines) 11%
Friends and family 7%
Social media 8%
Broadcast (radio/TV) 5%
Friends and family 5%
Social media 4%
0% 10% 20% 30% 40% 50%
0% 10% 20% 30% 40% 50%
(I139. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And
after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information
about a company? Informed Publics ages 25-64 in Australia

39. Exposure to information (2011) Australians
need information
from multiple
Ten or more times (10+), 6%
sources and voices;
Six to Nine times (6-9), 9%
Once (1), 14%
And need to hear it
3-5 times
to believe
Twice (2), 15%
Four or Five times (4 - 5), 29%
3-5 times
56%
Three times (3), 27%
H137. 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 be exposed
to something about a specific company to believe that the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Australia

40. The Benefits of Trust
The Benefits of Trust
Why Trust Matters

41. Trust is a protective agent
and leads to tangible
benefits and sales.
Lack of trust is barrier to
change.

42. Through personal action, trust has tangible benefits
Distrusted Companies _+ Trusted Companies
76% 84%
Refused to buy products/services Chose to buy products/services
75% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague
61%
Paid more for products/services
38% 42%
Shared negative opinions online Shared positive opinions online
15% 29%
Sold shares Bought shares
Actions Taken Over Past 12 Months
F118. [TRACKING] 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. (Percent ―Yes‖) F119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in Australia

43. Trust protects reputation (2011)
When a company is distrusted When a company is trusted
57%
will believe
NEGATIVE
information after
49%
will believe
hearing it 1-2 times
POSITIVE
information after hearing
will believe positive it 1-2 times
16% information after 31%
hearing it 1-2 times
will believe negative
information after
hearing it 1-2 times
Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number.
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Australia

44. Business must align
profit and purpose for
social benefit.

45. The Transformation of Trust
Old Trust Framework New Trust Architecture
Control Information
Protect the Brand
Stand Alone
WHAT
Focus Solely on Profit Profit With Purpose

46. Current media landscape
plus increased
skepticism requires multiple
voices and channels.

47. Demand for authority and
Generational differences
accountability set new
expectations for corporate
leadership.

48. January 21, 2011
Asia-Pacific (APAC)
AUSTRALIA