2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis

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2014 EDELMAN TRUST BAROMETER ITALIA THE RULING COMPANIES 24 FEBBRAIO 2014 Sergio Veneziani Vice President Corporate & Crisis Slide 2 2 GLOBAL SONDAGGI ONLINE IN 27 PAESI 33.000 risposte 6 anni in 20+ Paesi 9 anni in 10+ Paesi POPOLAZIONE GENERALE 1000 risposte per Paese Et 18+ 3 anni in 25+ Paesi ELITE SOCIO- CULTURALE 500 risposte in U.S. e Cina, 200 negli altri Paesi Et 25-64 Laureati o diplomati Nella fascia del 25% superiore per reddito in rapporto allet e al Paese Lettori abituali di notizie economiche e politiche 14 anni di dati 14 SONDAGGIO ANNUALE DI EDELMAN Slide 3 GLOBAL 54 UAE79 China79 Singapore73 Indonesia72 India69 Malaysia65 Canada60 Netherlands60 Mexico59 Hong Kong59 Australia58 Brazil57 Germany57 Argentina53 U.K.52 Sweden51 S. Korea51 S. Africa50 U.S.49 France46 Japan44 Italy43 Turkey41 Spain39 Ireland39 Russia37 Poland35 GLOBAL 57 China80 Singapore76 India71 Mexico68 Hong Kong67 UAE66 Malaysia64 Canada62 Indonesia62 U.S.59 Netherlands59 Brazil55 Germany55 France54 Sweden54 U.K.53 Italy51 Australia50 Poland48 S. Korea47 Ireland46 Argentina45 Spain42 Turkey42 Japan41 Russia36 Trust Index is an average of a countrys 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). 3 TREND MAGGIORMENTE POSITIVI DAL 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. INDICE GLOBALE DI FIDUCIA: FORTE CALO IN ITALIA RISPETTO ALLANNO PRECEDENTE, CROLLO NEGLI USA, IN FRANCIA, POLONIA. EMIRATI ARABI IN RIPRESA 20132014 TREND MAGGIORMENTE NEGATIVI DAL 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts. TRUSTERS NEUTRAL DISTRUSTERS Slide 4 2014 TRUSTERS NEUTRAL DISTRUSTERS GAP GLOBALE DI FIDUCIA 9 points MERCATI COI PIU LARGHI GAP DI FIDUCIA: UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.) GLOBAL 47 China 67 UAE 64 Singapore 64 Indonesia 62 India 61 Malaysia 57 Canada 54 Mexico 53 Netherlands 51 Hong Kong 50 Brazil 49 Argentina 49 Australia 44 Germany 44 S. Korea 43 U.K. 42 S. Africa 42 U.S. 42 Italy 41 Japan 40 Turkey 39 Sweden 38 Spain 36 Ireland 35 France 33 Poland 32 Russia 31 Trust Index is an average of a countrys trust in the four institutions of government, business, media and NGOs. 27-country global total. 4 IL PUBBLICO INFORMATO HA GENERALMENTE PIU FIDUCIA RISPETTO QUELLO GENERICO 2014 GLOBAL 56 UAE79 China79 Singapore73 Indonesia72 India69 Malaysia65 Canada60 Netherlands60 Mexico59 Hong Kong59 Australia58 Brazil57 Germany57 Argentina53 U.K.52 Sweden51 S. Korea51 S. Africa50 U.S.49 France46 Japan44 Italy43 Turkey41 Spain39 Ireland39 Russia37 Poland35 Slide 5 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 20- country global total. NGOSBUSINESS GOVERNMENT LA FIDUCIA NEL BUSINESS E NELLE NGOS RESTA STABILE, CALA NEI GOVERNI E NEI MEDIA 5 FIDUCIA IN 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL MEDIA #1 #3 #2 #4 Slide 6 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. NGOSBUSINESS GOVERNMENT SOLO IL 3% DEGLI ITALIANI HA PIENA FIDUCIA NEL GOVERNO 6 LA FIDUCIA DELLITALIA NELLE 4 AREE: GOVERNI, BUSINESS, MEDIA E NGO, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL MEDIA #1 #3 #2 #4 Slide 7 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'. (4 Box, Trust) Informed Publics. LA FIDUCIA CALA, IL GOVERNO AL LIVELLO PI BASSO DEGLI ULTIMI 5 ANNI LA FIDUCIA DELLITALIA DAL 2009 7 Slide 8 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 50% 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. FIDUCIA NELLE NON-GOVERNMENTAL ORGANIZATIONS (NGO), 2013 VS. 2014 8 CRESCE GENERALMENTE LA FIDUCIA NELLE NGO, MA CALA NEGLI USA E CROLLA IN POLONIA 2013 2014 N.A. Le NGO al massimo della fiducia in 20 su 27 paesi esaminati 2014 Slide 9 50% LOWER/EQUAL TRUST IN 21 COUNTRIES HIGHER TRUST IN 5 COUNTRIES FIDUCIA NEI MEDIA, 2013 VS. 2014 9 NELL80% DEI PAESI LA FIDUCIA NEI MEDIA E IN CALO RISPETTO ALLANNO PRIMA, CROLLO IN ITALIA 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. N.A. 2013 2014 Slide 10 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. LITALIA SI FIDA DI DIFFERENTI FONTI DI INFORMAZIONE 10 GLI ITALIANI HANNO FIDUCIA NEI MOTORI DI RICERCA, NON E COS IN EUROPA DOVE I TRADIZIONALI MANTENGONO LA PRIMA POSIZIONE Slide 11 FIDUCIA NEL BUSINESS, 2013 VS. 2014 11 LA FIDUCIA NEL BUSINESS E GENERALMENTE STABILE; MA CALA IN ITALIA E IN ALCUNI ALTRI PAESI 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. N.A. LOWER/EQUAL TRUST IN 15 COUNTRIESHIGHER TRUST IN 12 COUNTRIES 2013 2014 50% Slide 12 2013 vs. 2014 ITALIA, FIDUCIA NEI DIVERSI COMPARTI INDUSTRIALI: 2013 VS. 2014 20142013 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. 12 LA FORBICE SI ALLARGA: CHI E IN TESTA CRESCE, CHI E IN BASSO CALA +7 +2 +7 +6 -3 +4 +2 +6 +2 -9 -6 -4 -5 -4 -9 Slide 13 Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF 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. 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. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics. FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY LE RINNOVABILI GUIDANO LA FIDUCIA, BANCHE E PETROLIO IN CODA 13 ITALIA, FIDUCIA NEI DIVERSI SETTORI Slide 14 +3 +12 +10 +11 +4 +6 +8 +4 FIDUCIA NEI COMPARTI: 2009 VS. 2014 DATI GLOBALI 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 LA TECNOLOGIA E SEMPRE IN TESTA IN TUTTO IL MONDO. LE BANCHE IN CODA 20142009 2009 VS. 2014 Slide 15 15 RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI 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. MOST TRUSTED LE AZIENDE DEI PAESI BRIC SOFFORNO DI UN DEFICIT DI FIDUCIA RISPETTO A QUELLE DEI PAESI OCCIDENTALI, ITALIA A MEZZA STRADA 50% Slide 16 16 RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI - ITALIA 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. GLI ITALIANI NON HANNO FIDUCIA NELLE PROPRIE AZIENDE, LESTEROFILIA DOMINA MOST TRUSTED Slide 17 17 FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO MOLTI PAESI HANNO PI FIDUCIA NELLE NOSTRE IMPRESE DI NOI STESSI Slide 18 18 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) Informe