2016 Edelman Trust Barometer Singapore

1. Singapore Presentation | January 28
2016 Edelman
Trust Barometer

2. Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64
‣ College educated
‣ In top 25% of household income per age group in each country
‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2

3. Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016

4. 71
60
41
40
35
30
51
38
17
24
30
19
Trust Matters
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, Singapore, question asked of half the sample. Q377-380. 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. General Population,
Singapore, question asked of half the sample.
4
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative
opinions
Disagreed with others
Paid more than
wanted
Sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions
Online
Defended company
Paid more
Bought
shares
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Search Engines
General
Population

5. 1 State of Trust

6. 55 Global 60 Global
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
84 UAE
79 India
78 Indonesia
75 China
65 Singapore
64 Netherlands
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
59 Brazil
59 Mexico
56 Malaysia
53 Canada
52 Australia
52 France
52 U.S.
50 Germany
Trust Index:
Informed Public
Drives Rebound
Average trust in institutions,
Informed Public, 2015 vs. 2016
2015 2016
Informed Public
trust up 5 points
Trusters from 22% in
2015 to 39% in 2016
Distrusters from 48%
in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
6
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.

7. 49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Trust Index:
General Population
Lags
Average trust in institutions,
Informed Public vs.
General Population, 2016
Nearly 6 in 10
countries are
distrusters among the
General Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
Informed
Public
General
Population
60 Global 50 Global
7
Trusters
Neutrals
Distrusters

8. 49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
General
Population
Mass
Population
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public
60 Global For the mass
population, the
global index falls into
distruster territory
8
Trusters
Neutrals
Distrusters

9. 50%
Global Increase in Business Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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 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, Trust) Informed Publics, 27-country global total.
9
Percent trust in business, Informed Public, 2015 vs. 2016
+12 +10 +11 +10 +15 +17 +13 +14 +16 +10 +13 -12
Increased or equal trust in 22 Countries
Informed
Public
57
84
72 70
73
64
60 61
53
48
52
47 45 43
46 48
41
38
45 45
42
36
84 85
67 66
49
63
87
84
80
75 75
70 68 68
65
60 60 59 59
55
52 51 51
47 46
43
37
81 80
73
67
62
46
Global
India
Mexico
China
Brazil
S.Africa
U.S.
Singapore
Italy
Australia
U.K.
Canada
France
Spain
Argentina
Poland
Turkey
Ireland
Germany
Russia
HongKong
S.Korea
Colombia
Indonesia
UAE
Malaysia
Netherlands
Sweden
2015 2016
+12 +10 +11 +10 +15 +17 +13 +19 +16 +10 +13

10. 45
64
55
48
52
54
51
45
41 42
39
41 41
34
31 30
33
28
18
70
68
62
50
46 45
39
42
38
47
73
60
58
55 55 54 53
50 49
47
45
43 42
39 38
36
31
23
55
63 63
59
47
45 44
38 38
34
Global
China
Singapore
Mexico
Canada
Netherlands
Brazil
Argentina
Italy
Spain
US
SouthAfrica
SouthKorea
Australia
Ireland
Japan
UK
Sweden
Turkey
Colombia
India
Indonesia
UAE
HongKong
Malaysia
Germany
France
Russia
Poland
50%
Media Increases and Decreases Across APACMEA
Source: 2016 Edelman Trust Barometer 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 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, Trust) General Population, 27-country global total.
10
Percent trust in media, General Population, 2015 vs. 2016
General
Population
+5
Increased trust in 6 APACMEA countries
2015 2016
+9 +4 +2 +8 +8 -7 -5 -3 -3 -1
Decreased trust in 5 APACMEA countries

11. 41
75
68
47
51
37
44
41
35 36
34
30
28
22
27
23
15 16
83
68
65
51
48
40
46
27
32
23
42
79
74
53 53
45 45
42
39 39
36 35
32 32
30
26 26
16
32
80
65
58
49
45
39 39
24
21
19
Global27
China
Singapore
Canada
Russia
Australia
HongKong
Turkey
US
Japan
UK
SouthKorea
Mexico
Ireland
Italy
Argentina
Spain
SouthAfrica
Colombia
UAE
India
Indonesia
Netherlands
Sweden
Germany
Malaysia
France
Brazil
Poland
50%
Trust in Government Remains Relatively High in Asia
Source: 2016 Edelman Trust Barometer 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 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, Trust) General Population, 27-country global total.
11
Percent trust in government, General Population, 2015 vs. 2016
General
Population
Increased/equal government trust in 7 APACMEA countries
+6 0
2015 2016
+4 +8 +1 +4 +5 -3 -3 -7 -7

12. 50% 51
63
54
62
57 58 57
59
52 53 54
52 52 52
55
49
46 47
37
46
40
31
25
57
65
60
64
30
55
74
71 70
62 62 61 61 60
58 58 58 57 57 56 55
50 50 49 49
45
34
26
63
57
64
59 57
27
Global
Mexico
China
Argentina
Brazil
Singapore
Canada
Malaysia
Spain
Italy
SouthAfrica
SouthKorea
U.S.
Australia
France
Turkey
UK
Poland
Ireland
Netherlands
Germany
Japan
Sweden
Colombia
HongKong
India
UAE
Indonesia
Russia
NGO Trust Remains High in APACMEA
Source: 2016 Edelman Trust Barometer Q11-14. [NGOs 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 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, Trust) General Population, 27-country global total.
12
Percent trust in NGOs, General Population, 2015 vs. 2016
General
Population
Increased or equal trust in NGOs in 8 of 11 APACMEA countries
+2+17 0
2015 2016
+4 +4 +6 +5 +3 -1 -1 -7

13. 64
75 76
71
76
56
60
64
58
62
73
82
75
70
76
71 72 73
68
74
2012 2013 2014 2015 2016
66
77
71
61
68
59 60 60
57
60
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using 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, Trust) Informed Public
and General Population, Singapore.
13
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
65
70 70
59
69
61 62
60
55
60
NGO’s
Government
Media
Business
Post-Recession Highs
Informed
Public
General
Population

14. 2 Trust
Inequality

15. The Inversion of Influence
15
83%
of Population
62
Trust Index
17%
of Population
72
Trust Index
Informed
Public
Mass
Population
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using 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, Trust) Informed Public
and Mass Population, Singapore
Authority
& Influence
Influence
Authority

16. Influence
The Inversion of
Influence
16
Influence
& Authority
Authority
Old Model
‣ Elites have access
to more/better
information
‣ Elites’ interests
interconnected with
those of mass
‣ Becoming an “elite”
open to all
New Reality
‣ Peer-to-peer influence
more powerful than top-
down
‣ Increasing distrust
among mass population
‣ Mass movements based
on dissatisfaction and
urgency
The Divide
‣ Democratization of
information and more
information
‣ High-profile revelations
of greed and
misbehavior
‣ Income inequality

17. 53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide Across the Globe; Similar Trend in Singapore
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using 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, Trust) Informed Public
and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
17
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase

18. A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
18
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10

19. Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
An Accelerating Disparity
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using 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, Trust) Informed Public
and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
19
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Global25
GDP5
France
U.K.
U.S.
Spain
Mexico
Singapore
S.Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
HongKong
Netherlands
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sweden
3
5
12
10
8 8
7
4 4 4
3 3 3 3
2 2
1 1
0 0
-2 -2
-3
-4 -4 -4
-5

20. 50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
20
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents

21. 50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 34 34
36 36 37
39
45 46 47 49 49 49
57
64 64 65
69 70
74
81 83
Global
GDP5
Japan
France
Germany
U.K.
Australia
Italy
S.Korea
Netherlands
Sweden
Poland
HongKong
Canada
Russia
U.S.
Singapore
Turkey
Ireland
S.Africa
Spain
Malaysia
Mexico
Argentina
Brazil
China
UAE
Indonesia
Colombia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing
in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 21
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18

22. 3 Leadership in a
Divided World

23. Actions
Leadership in a Divided World:

24. 50%
55%
60%
65%
70%
75%
80%
85%
90%
Financial Services Rebounds
Source: 2016 Edelman Trust Barometer Q45-429. 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, Singapore.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 81% 76% 82% 77% 76% 5
Telecommunications 76% 70% 77% 69% 71% 5
Energy 69% 67% 71% 69% 69% 0
Food & Beverage 77% 71% 75% 68% 68% 9
Consumer Packaged Goods 70% 67% 70% 67% 64% 6
Financial Service 64% 59% 66% 62% 64% 0
Automotive 68% 68% 76% 69% 63% 5
Pharmaceutical 76% 68% 72% 68% 62% 14
General
Population
24
Global
2016
74%
60%
58%
64%
61%
51%
60%
53%

25. 66 66 66
64
62 62
60 59
56
54
47
45
42
33
31 30 29
Canada
Sweden
Switzerland
Germany
Australia
U.K.
Japan
Netherlands
U.S.
France
Italy
Spain
SouthKorea
China
Brazil
India
Mexico
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. 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 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, Trust) General Population, 25-country global total.
25
Trust in companies headquartered in each country, and percentage
point change, 2012 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3
4 Year
Trend
General
Population

26. 76
68 69
76
70 70 67
75
62 60 60
74
63
68 66
71
NGOs Business Media Government
Business Most Trusted to Keep Pace
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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, Trust), Informed Public and General Population, 27-country global total. Q441-444 Below is a list of institutions. For
each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means
that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, Singapore 26
Percent trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust Trusted to
keep paceBusiness in the lead

27. Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General
Population, Singapore, question asked of half the sample.
.
81% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 75% in 2015
General
Population
27

28. Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Societal
Expectations
Vary
28
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
China
U.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
Malaysia
Colombia
Japan
Australia
Russia
S. Korea
Italy
Spain
Indonesia
UAE
S. Africa
India
General
Population
R
I
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I

29. Integrity 48% 24% 24%
Has Ethical Business Practices 50% 24% 26%
Takes Responsible Actions To Address An Issue Or A Crisis 47% 25% 22%
Has Transparent And Open Business Practices 46% 22% 24%
Engagement 46% 23% 23%
Treats Employees Well 45% 25% 20%
Listens To Customer Needs And Feedback 49% 25% 24%
Places Customers Ahead Of Profits 47% 22% 25%
Communicates Frequently And Honestly On The State Of Its Business 43% 22% 21%
Products 37% 24% 13%
Offers High Quality Products Or Services 48% 25% 23%
Is An Innovator Of New Products, Services Or Ideas 26% 22% 4%
Purpose 33% 20% 13%
Works To Protect And Improve The Environment 38% 22% 16%
Creates Programs That Positively Impact The Local Community 32% 19% 13%
Addresses Society's Needs In Its Everyday Business 34% 20% 14%
Partners With NGOs, Government And Third Parties To Address Societal Issues 27% 17% 10%
Operations 30% 22% 8%
Has Highly-Regarded And Widely Admired Top Leadership 33% 22% 11%
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 25% 22% 3%
Delivers Consistent Financial Returns To Investors 31% 22% 9%
Trust Building
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute is “not at all important to
building your trust” and nine means it
is “extremely important to building
your trust” in a company. (Top 2 Box,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) Singapore.
Company Importance vs. Performance
%
Importance
%
Performance Gap
General
Population
30

30. Purpose Impacts Trust
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Singapore.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Helps me and my
family live a fulfilling life
Fails to contribute
to the greater good
Does not have good
leadership
Lacks economic growth
54%
43%
36%
45%
40%
38%
General
Population
31

31. Role of the CEO
Leadership in a Divided World:

32. 58
55
50
47
43
46 46
39 38
58 57
54 53
50
48
43 43
39
Peers, Employees More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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) General Population, Singapore, question asked of half the sample.
33
Percent who rate each spokesperson as extremely/very credible
2015 2016
+7+6
Technical
Expert
Academic
Expert
A person
like
yourself
Financial
Industry
Analyst
EmployeeCEO NGO
representative
Board of
Directors
Government
official/regul
ator
CEO credibility
increased the most
General
Population

33. CEO Focus Misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree/Bot 5 Box, Disagree)
General Population, Singapore. [‘CEOs do too much lobbying,’ ‘CEOs can be trust to create jobs,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough
to make a positive impact,’ ‘CEOs are too focused on short-term financial results,’]
34
Percent who agree with each statement about CEOs
Too Much
Focus on short-term
financial results69%
Lobbying51%
Not Enough
Job creation51%
Positive
long-term impact64%
General
Population

34. Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Singapore,
question asked of half the sample.
35
Percent who agree that CEOs should be personally visible in discussing…
78%
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
71%
Financial
Results
General
Population

35. Integrity 42 19 23
Exhibits highly ethical behaviors 41 16 25
Takes responsible actions to address an issue or crisis 46 25 21
Behaves in a way that is transparent and open 40 15 25
Engagement 39 16 23
Treats employees well 42 17 25
Listens to customer needs and feedback 39 17 22
Places customer ahead of profits 40 14 26
Communicates frequently and honestly on the state of their company 36 16 20
Products 31 23 8
Places a premium on offering high quality products or services 32 23 9
Is focused on driving innovation and introducing new products/services/ideas 31 24 7
Purpose 29 18 11
Is dedicated to protecting and improving the environment 29 14 15
Ensures that the company creates programs that positively impact the local community in which it
operates
31 20 11
Ensures that the company addresses society's needs in its everyday business 33 21 12
Ensures that the company partners with NGOs, government and third parties to address societal
issues
23 18 5
Operations 27 21 6
Attracts and retains a highly-regarded and widely admired top leadership team 31 23 8
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 19 21 -2
Manages the company in a way that delivers consistent financial returns 32 19 13
Leaders Seen As Underperforming
Source: 2016 Edelman Trust
Barometer. Q462-478 How important
is each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs on how well you think they are
performing on each of the following
attributes. Use a 9-point scale where
one means they are “performing
extremely poorly” and nine means
they are “performing extremely well.”
CEO questions use the same scales
as the business questions. (Top 2
Box, Performance) General
Population, Singapore
.
Importance vs. performance of 16 trust-building leadership attributes
%
Importance
%
Performance Gap
General
Population
36

36. Desired Leadership Qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top five in each region
37
cannot name any CEOs*
60% of global
respondents
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important
characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General
Population, 10-country global total.

37. 66%
76%79%
85%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal values
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?
Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507 ‘Interviews
with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to
trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at
all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Singapore, question asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
General
Population
38

38. Employee
Advocacy
Leadership in a Divided World:

39. 32 33
21
32
27
42
32
34
27
33
47
3332
24
48
19 19
26
19
15
22
24
19
15
12
15
10
19 20
17
8 9 9 9 8
10
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s
business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST
to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you
trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide
you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the
industry in which it operates? General Population, Singapore, question asked of half the sample.
40
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson

40. Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Employee Advocacy Increases
With Societal Issue Engagement
41
Percent who agree with each statement, comparing those who work at
companies/for CEOs involved in addressing broader societal issues vs.
those who do not
61
60
55
60
64
64
75
Motivated to perform
Stay working for the company
Recommend company as an employer
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to
others
Do the best possible job for the customer
Impact of
Company
Engagement
17
25
25
28
32
25
20
92
89
89
88
87
85
81
General
Population
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree
with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box,
Agree) General Population, Singapore, question asked of half the sample.

41. Earned Engagement
Leadership in a Divided World:

42. Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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 nine-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) General Population and Millennials, Singapore, question asked of half the sample.
Trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.
**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
General
Population
63
55
45
64
45
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016 Millenials Gap
Search engines* 67 62 62 63 64 69% 5
Traditional media 75 68 70 62 63 65% 2
Online-only media** 58 50 53 48 55 61% 6
Owned media 49 45 48 43 45 49% 4
Social media 55 45 46 47 45 47% 2

43. Influence and Frequency of Media Sources
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online
search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,
etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed
magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Singapore, question asked of half the sample. 44
Percent who use each media source several times a week or more
General
Population
Top 2 most-used
sources of news and
information are peer-
influenced media
70
69
65
55
31
24
Social
Search
TV
Newspapers
Magazines
Blogs

44. 65
55 53
43 42
45
48
41
31
25
77
64 64
59
55 53 52
48
37
33
My friends
and family
An academic
expert
Companies
that I use
A company
CEO
Elected
officials
Employees of
a company
A journalist A well-known
online
personality
Celebrities Companies
[brands] I
don’t use
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) General Population, Singapore, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 45
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
+12
General
Population
+13+16
50%

45. Actions
Values and
Role
Employee
Advocacy
Earned
Engagement
Embracing the
New Reality of Influence to
Address Trust Inequality
‣ Create societal impact in addition to profits through
purposeful action
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where
they are, about what most interests/concerns them
Influence
TRUST
46
Leadership
TRUST

46. Thank You