For 15 years, the Edelman Trust Barometer has measured trust in institutions, including business, media, NGOs and government. In 2015, we surveyed 33,000 respondents in 27 countries. Since we began tracking trust in financial services in 2011, we have seen a modest increase from 48 percent to 52 percent on a global basis. Learn more: www.edelman.com/trust2015

1. 2015
EDELMAN TRUST BAROMETER
FINANCIAL SERVICES

2. 2
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• 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 and public policy
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets

3. 3
2014:
A CHALLENGING
ENVIRONMENT

4. 4
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
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 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 in 27-country global total.
THE EVAPORATION OF TRUST:
NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%
57%
2014 2015
#2
45% 48%
2014 2015
#4 GOVERNMENTMEDIA
NGOS
Informed
Public

5. 5
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
Q371-376. 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. Informed Publics, 27-country global total.
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. Informed Publics, 27-country global
total.

6. 6
67%
63%
65%
62%
52%
50%
53%
53%
45%
43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
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) Informed Publics, 20-country global total.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES:
SEARCH ENGINES NOW MOST TRUSTED
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media

7. 7
TRUST IN INFORMATION ABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING
SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
MEDIA SOURCES:
SEARCH ENGINES NOW USED FIRST AND MOST Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%
22%
22%
25%
29%
31%
2013 2014 2015
20%
19%
18%
28%
27% 27%
26%
27% 27%
2013 2014 2015
19% 19%
18%
22%
20% 20%
34%
36%
37%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed
Publics, 20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global
total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news
about business? Informed Publics, 20-country global total.

8. 8
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
SPOKESPEOPLE: EXPERT AND “A PERSON
LIKE YOURSELF” MORE CREDIBLE THAN CEO
70%
68%
63%
54% 55%
53%
46%
37%
70%
67%
63%
56%
53%
49%
43%
38%
Academic or
Industry Expert
Company
Technical Expert
A Person Like
Yourself
NGO
Representative
Financial or
Industry Analyst
Regular
Employee
CEO Government
Official or
Regulator
2014 2015
More Trust Less Trust
Informed
Public

9. 9
31%
40%
50%
3…
43% 43% 41%
25%
33%
41%
26%
34% 34%
31%
47%
51%
67%
56%
60%
63%
61%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K.,
GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL),
ALL DATA BASED ON 20-COUNTRY TOTALS
FRESH DECLINES FOR CEO CREDIBILITY
CEOs not credible
as spokesperson
in three-quarters
of countries
Developing Countries
Developed Countries
Informed
Public
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, Trust) Informed Publics, 20-country global total.

10. TRUST IN
FINANCIAL
SERVICES

11. 11
50%
80%
77%
72%
66% 67% 66%
63% 64%
61% 61% 61%
57%
53% 54% 52%
78%
75%
71%
67% 67% 66%
63% 63% 61% 60% 60%
57%
54% 53% 51%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS: LOW TRUST IN FINANCIAL
SERVICES
Informed
Public
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 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.
2014 2015
More Trust Less Trust
*% of countries in which trust decreased

12. 12
43% 47%
48% 48%
48%
45%
50% 50%
52%
2009 2010 2011 2012 2013 2014 2015
Trust in Financial Services
50%
TRUST IN FINANCIAL SERVICES SECTOR VS. TRUST IN BUSINESS, 2009 – 2015,
GENERAL ONLINE POPULATION VS. INFORMED PUBLIC
LONG-TERM TREND: RECOVERY HAS STALLED
Informed
Public
47%
50%
49% 49%
50%
54% 56% 53%
58% 58%
57%
2009 2010 2011 2012 2013 2014 2015
Trust in Business
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 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 20-country global total and General Population, 25-country global total.
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 and General Population, 25-country global total.
General
Population
+8 +4

13. 13
FINANCIAL
SERVICES
DISTRUSTED IN
HALF OF
COUNTRIES
TRUST IN THE FINANCIAL SERVICES SECTOR
INFORMED PUBLIC VS. GENERAL ONLINE
POPULATION
TRUSTERS
2015
General
Population
Informed
Public
GLOBAL 48
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, 27-
country global total and General Population, 27-country global total.
India 77
China 72
Indonesia 72
UAE 69
Malaysia 67
Singapore 62
Hong Kong 61
S. Africa 59
Mexico 57
Brazil 56
Canada 55
U.S. 51
S. Korea 45
Australia 43
Argentina 41
Russia 40
Japan 39
Turkey 37
UK 36
Italy 36
Poland 36
Netherlands 35
Sweden 34
France 33
Ireland 29
Germany 25
Spain 22
NEUTRAL
2015
GLOBAL 54
India 86
Indonesia 81
China 80
UAE 79
Malaysia 73
Mexico 68
Brazil 65
Hong Kong 65
S. Africa 63
Singapore 59
U.S. 53
Canada 51
S. Korea 51
Australia 48
Japan 46
Russia 43
Turkey 43
Italy 41
Poland 40
UK 39
Netherlands 39
France 36
Argentina 35
Sweden 35
Spain 33
Ireland 30
Germany 27
DISTRUSTERS

14. 14
50%
Lower/Equal Trust in 17 Countries
TRUST IN BANKING INDUSTRY, 2014 VS 2015
TRUST IN BANKS
DECLINES IN TWO-THIRDS OF COUNTRIES
SURVEYED
2014 2015
Increased Trust in 10 Countries
% Trust
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, 27-
country global total.
Informed
Public
54
80
52
46
40
34
28
26
23
16 15
91
85
87
78 77
74
64
68
59
62
58
53
42
52
38
32 33
53
81
53
51
43
38
34 33
29 28
21
85 85 85
76
71
68
61 60 59
56
53
51
42 41
37
32
28

15. pg 15
TRUST IN VARIOUS INDUSTRY SUB-SECTORS, GLOBAL AND REGIONAL
55%
59%
53% 52%
58% 56%
60%
57%55%
59%
56%
60%
34%
47%
38% 38%
73% 71%
63% 61%
BANKS CREDIT CARDS/PAYMENTS FINANCIAL ADVISORY/ASSET
MANAGEMENT
INSURANCE
Global North America Latin America EU APAC
FS INDUSTRY SUB-SECTORS: HIGHEST LEVELS
OF DISTRUST IN EU REGION
Q61A-65A. [TRACKING] Now thinking about specific sectors within the financial services 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”. Informed Publics, 27-country global total and across 5 regions.
Informed
Public

16. TRUST IN
INNOVATION:
FINANCIAL
SERVICES

17. 17
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
Q349-351. Below are a number of statements. For each, please think about the pace of development and change
in business and industry today and select the response that most accurately represents your opinion. (Not
Enough, Too Much) Informed Publics, 27-country global total.
TRUST IN BUSINESS INNOVATION:
PACE IS TOO FAST BY A 2-TO-1 MARGIN
51% Too Fast28% Too Slow
Informed
Public
19% Just Right

18. 18
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY
TECHNOLOGY, BUSINESS TARGETS AND
GREED/MONEY
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry
today? Informed Publics, 27-country global total.

19. pg 19
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY
BUSINESS INNOVATION:
ELECTRONIC PAYMENTS IS ONLY TRUSTED
INNOVATION
69%
59%
55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing
Informed
Public
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust
each of these recent developments? Informed Publics, 27-country global total.
50%

20. 20
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, 27-country global total.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
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.” Informed Publics, 27-country global total.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES
BUSINESS INNOVATION:
TRUST IN FS TO IMPLEMENT ELECTRONIC
PAYMENTS OUT PACES INDUSTRY TRUST
35%
48%
61%
61%
62%
67%
60%
78%
60%
54%Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food and Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+8
+1
-17
-12
-32
Gap
Trust in Industry Sector
vs.
Trust in Industry to Innovate

21. pg 21
50%
TRUST IN VARIOUS FINANCIAL SERVICES-RELATED TECHNOLOGY INDUSTRY SUB-SECTORS,
INFORMED PUBLIC AND GENERAL POPULATION
47%
40%
53%
57%
68%
60%
47%
66%
73%
58%
Cloud Computing Cybercurrency / Bitcoin
Technology
Cybersecurity Technology eCommerce Technology Smart Home Technology
INDUSTRY SUB-SECTORS: TECHNOLOGY SUB-
SECTORS RELATED TO FINANCIAL SERVICES
INDUSTRY
General
Population
Q61E-65E. [TRACKING] Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of
the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal.” General Population and Informed Publics, 27-country global total.
Informed
Public

22. FINANCIAL
SERVICES AND
REGULATION

23. 23
46%
54% 54%
40%
53% 52%
24%
15% 16%
20%
17%
14%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public
2014 TRUST BAROMETER:
51%
say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION:
NOT ENOUGH
GOVERNMENT REGULATION
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right
amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial
services industry / energy industry / food and beverage industry / health industry / technology industry], do you think thatyour government regulates it too much, not
enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

24. 24
50%
GOVERNMENT REGULATION OF THE FINANCIAL SERVICES INDUSTRY: TOO MUCH OR NOT ENOUGH
FINANCIAL SERVICES INDUSTRY REGULATION:
MOST COUNTRIES WANT MORE
Not Enough Regulation Too Much Regulation
Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough
or the right amount? Informed Publics, 27-country global total and across 27 countries.
More Trust
% who agree
More Agreement : Not Enough Regulation
54
77 74 74
72
68
66 66
62 61
59 59 58 58
54
52 51 51 50
46 45 44 44 43
33
28 27
25
15
2 6 3 6 11 12
11 12
6
16
12
11
7
8
24
16
14
5
34
27
13
10
18
25
40
39
19
Informed
Public

25. 25
71%
73%
75%
76%
77%
Financial services industry/future of the banking
system
Energy industry/energy policy
Food and beverage industry/food and nutrition
policy
Technology industry/privacy issues
Health industry/health system
PERCENT WHO AGREE WITH THE INDUSTRY SECTOR BEING MORE ACTIVELY
INVOLVED IN TOPIC OF DEBATE
REGULATION:
CONSUMERS WANT INDUSTRY ACTIVE IN THE
DEBATE
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country
global total.
More Trust Less Trust
77% agree:
When policymakers are developing new
regulations, they should consult with
multiple stakeholders
Informed
Public

26. TRUST BUILDING
BEHAVIORS

27. 27
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal
needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use
a nine-point scale where one means that action 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, Very/Extremely Important) Informed
Public, 27-country global total.

28. pg 28
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE
FINANCIAL SERVICES INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS
TRUST-BUILDING BEHAVIORS: FINANCIAL SERVICES
FALLING SHORT ACROSS THE BOARD
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action 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, Trust) Informed
Publics, 27-country global total.
Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale
where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. Informed Publics, 27-country global
total.
Gap
Importance of Behavior
vs.
Industry Performance
-26
-24
-27
-26
-19
-27
-20
-21
-1852%
54%
56%
55%
63%
57%
56%
63%
61%
70%
75%
76%
82%
82%
83%
83%
87%
87%
Makes me feel connected to something bigger
Develops intellectual property
Supports local charities and good causes
Is transparent in reporting progress on company's
social responsibilities
Makes my life easier
Embraces sustainable business practices
Keeps me and my family safe
Protects customer data
Ensures quality control
Importance Performance
Informed
Public

29. pg 29
TOWARDS TRUSTED INNOVATION
A REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, business must conduct
itself with new rigor and self-awareness.
A commitment to robust relationships,
transparency and consistency in
reporting, active listening to
stakeholders’ concerns and a
willingness to modify products and
services is required. Ultimately this is an
action of leadership, culture and
conduct.
Business must continue to apply its
unparalleled perspective and skill to the
world’s greatest problems. Enterprise
must bring ideas and products to market
that yield benefit, while ensuring the
public sees the connection between
new developments and societal benefit.
Innovative product and service solutions
should be recognized by stakeholders
as more than profit-drivers.
Business must adopt a new framework
rooted in facilitating dialogue, sharing
information and fostering collaboration.
Realizing that new developments do not
speak for themselves, enterprises must
actively engage a broad range of
stakeholders to facilitate greater
understanding through stories that
reach and touch their audiences.
Business must explain benefits
completely, elucidate the technology
behind the innovations and
communicate its ethical practices in
bringing those discoveries to market. A
business that does this well is one that
invites partnership, encouraged
feedback and interaction and listens
openly.

30. 30
ALIGNING THE FACTS TO ACTIONS
WHAT MATTERS THE MOST
BehaveSolve Engage
Improve peoples’ lives
Communicating through a
purpose driven platform
Keep my family safe
Communicate with a
chorus of credible voices
amplified through search
Inspire confidence in
financial stability
Regulatory reform
advocacy
Engage with third parties
to advocate in the public’s
best interest
Data security &
privacy
Corporate social
responsibility1
2
3

31. TRUST IN
FINANCIAL
SERVICES