CANADA FINDINGS

EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST

MARKET COMPARISONSDeveloped: U.S., UK, France, Germany and JapanEmerged: Brazil, Mexico, Russia, India and China

ONLINE SURVEY IN 26 COUNTRIES

• 31,000+ respondents

• 5 years in 20+ markets

• 8 years in 10+ markets

GENERAL POPULATION

• 1000 respondents per country surveyed

• Ages 18+

• 2 years of data

INFORMED PUBLIC

• 500 respondents in U.S. and China & 200 in other countries, including Canada

• 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

• 13 years of data

Indicates Global Data

Indicates Canada Data

2

2013

RISING INFLUENCE OF NGOS2001

FALL OF THE CELEBRITY CEO2002

EARNED MEDIA MORE CREDIBLE THAN ADVERTISING2003

U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT2004

TRUST SHIFTS FROM “AUTHORITIES” TO PEERS2005

“A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON2006

BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA2007

YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS2008

BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST2009

TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS2010

RISE OF AUTHORITY FIGURES2011

THE FALL OF GOVERNMENT2012

CRISIS OF LEADERSHIP

EDELMAN TRUST BAROMETER IN RETROSPECT

3

TRUST 2013

FINANCIAL AND BANKING INDUSTRY DEEP DIVE

THE PATH FORWARD

CRISIS OF LEADERSHIP

THE STATE OF TRUST

4

GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 South Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36

2011 20132012

TRU

STER

SN

EUTR

AL

GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44UK 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32

EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013

GLOBAL 55Brazil 80

UAE 78

Indonesia 74

China 73

Netherlands 73

Mexico 69

Singapore 67

Argentina 62

India 56

Italy 56

Canada 55

South Korea 53

Sweden 52

Japan 51

Australia 51

Spain 51

France 50

Poland 49

Germany 44

U.S. 42

UK 40Russia 40Ireland 39

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

Big Changes from 2008

Germany +19China +18Canada +14India +11

Big Changes from 2012

Germany +16France +14UK +12U.S. +10

5

DIS

TRU

STER

S

2013GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 South Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36

GLOBAL 48 China 70 India 64 UAE 63 Singapore 63 Indonesia 61 Malaysia 61 Mexico 59 Hong Kong 54 Canada 52 Brazil 51 Netherlands 50 Argentina 48 U.S. 45 Germany 44 UK 43 South Korea 43 Turkey 43 France 41 Italy 40 Sweden 40 Australia 39 Spain 37 Japan 35 Poland 34 Ireland 33 Russia 30

Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries

Largest differences betweengeneral population &

informed public

Poland, U.S., Sweden: - 14 points

Singapore, Ireland, Hong Kong, France: - 13 points

General population is

9 points lower than informed public

INFORMED PUBLIC

2013 GENERAL PUBLIC

TRU

STER

SN

EUTR

AL

LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLIC

6

DIS

TRU

STER

S

11% 10%19% 11%

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 ages 25-64

TRUST STEADY ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS

TRUST A GREAT DEAL

17% 20%13% 17% NGOS

BUSINESS

MEDIA

GOVERNMENT2012 2013 2012 2013

2012 2013 2012 2013

Trust Total: 56%Trust Total: 58% Trust Total: 56%

Trust Total: 58%

Trust Total: 54%

Trust Total: 61%Trust Total: 66%

Trust Total: 73%

7

2007 2008 2009 2010 2011 2012 201320%

30%

40%

50%

60%

70%

80%

52% 53% 54%57%

59%

54%

61%

44%48% 46%

45% 46%

47%

55%52%

51%49%

53%53%

47%

56%

40%

43% 44%

46%49%

38%

46%

NGOs Media Business Government

MOST INSTITUTIONS SEE RETURN TO 2011 HIGHS;GAP BETWEEN BUSINESS AND GOVERNMENT NEARLY AS WIDE AS IN 2007 TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 - GLOBAL

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18-country global total (excludes Argentina, Australia, Hong Kong, Malaysia, Indonesia, Singapore, Turkey and UAE)

2007 12 point gap

between business & government trust

2013 10 point gap between

business & government trust

Back to 2011 highs

8

2007 2008 2009 2010 2011 2012 201320%

30%

40%

50%

60%

70%

80%

55%

49%

53%57%

67% 68%

75%

34%

48%

47%

40%43%

52%

58%

45%

49%

45%

57%

44%

56%

60%

34%

39%

51%

47% 47%

54%

59%

NGOs

Media

Business

Government

NGOS REMAIN MOST TRUSTED;BUSINESS, GOVERNMENT AND MEDIA EQUALLY TRUSTED

TRUST IN INSTITUTIONS – INFORMED PUBLIC AGES 35-64 – CANADA

Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64

9

LACK OF REGULATION OR CONTROL

WRONG INCENTIVES DRIVING POLICIES

TRANSPARENCY ISSUES

POOR PERFORMANCE/ INCOMPETENCE

CORRUPTION OR FRAUD

6%

14%

18%

29%

33%

LACK OF REGULATION OR CONTROL

TRANSPARENCY ISSUES

POOR PERFORMANCE/ INCOMPETENCE

CORRUPTION OR FRAUD

WRONG INCENTIVES DRIVING BUSINESS DECISIONS

12%

13%

15%

29%

30%

CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT

MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – CANADA (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)

Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population

REASONS FOR TRUSTING GOVERNMENT LESS

REASONS FOR TRUSTING BUSINESS LESS

10

Technology

Brewing and spirits

Automotive

Food and beverage

Consumer packaged goods

Telecommunications

Banks

Financial services

Energy

Pharmaceuticals

Media

75%

72%

69%

67%

63%

61%

59%

59%

57%

53%

52%

SLIGHT UPTICKS IN MANY SCORES, TECHNOLOGY REMAINS MOST TRUSTEDTRUST IN INDUSTRIES – CANADA

20132012

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Canada and 20-country global total (only industries tracked from 2012 to 2013 shown)

Energy

Media

Pharmaceuticals

Banks

Financial services

Telecommunications

Automotive

Consumer packaged goods

Brewing and spirits

Food and beverage

Technology

51%

55%

55%

56%

56%

56%

61%

65%

70%

72%

75%

2013

77%

62%

69%

66%

65%

62%

50%

50%

59%

58%

53%

11

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 Ages 25-64 in 26-country global total

CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED – EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES

Canada

Germ

any

Sweden

Switzerla

nd U

K

Neth

erlands

Japan

U.S.

France

South Kore

a It

aly Spain

Brazil

Russia

China In

dia

Mexic

o

76% 75% 74% 74%70% 68% 68%

65%61%

50% 48% 46%41%

36% 35% 34%31%

12

CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST; WHILE BIG BUSINESS ON TOP IN EMERGING ECONOMIES TRUST IN DIFFERENT TYPES OF BUSINESSES

Global Developed Emerging Canada U.S. UK China

70%76%

70%

78%

86%

78%

65%62%

53%

79%

56% 55%

48%

89%

Small Business Big Business

Q15-17. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics ages 25-64 in 26-country global total, Developed Markets (includes U.S., UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), Canada, U.S., UK and China

13

TRADITIONAL MEDIA ONLINE SEARCH ENGINES

HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA

51%47%

32%26%

30%

65%71%

56% 58%52%

65%

55%

41%

28%34%

Developed Emerging Canada

Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs. Emerging Markets (Brazil, Mexico, Russia, India and China); Age breakdown for general population in 26-country global total

TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION

Traditional Media Online Search Engines Hybrid Media Social Media Owned Media

59%61%

49% 47% 44%

61% 60%

48%45% 43%

56% 56%

40%37% 37%

54%49%

29% 29% 31%

18-29 30-44 45-64 65+ GLOBAL AGE BREAKDOWN

14

MAINSTREAM MEDIA CONTINUES TO REIGN

15

SKEPTICISM AND DISPERSION REQUIRES REPETITION

Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)

4% ONCE

14% TWICE

64% 3 – 5 TIMES

12% 10 OR MORE TIMES

6% 6 – 9 TIMES

29% 4 – 5 TIMES

MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES

35% 3 TIMES

GLOBAL BANKING AND FINANCIAL SERVICES DEEP DIVE

GlobalChina

IndiaJap

an

Canad

a

S. Kore

aBra

zilU.S.

Russia

Sweden

Fran

ceIta

ly

Netherla

nds

German

y UKSp

ain

Irelan

d

56%

72%

83%

59%

49%

67%

52%

69%

53% 51%

35%

26%

56%

42%

47%

45%

35%

45%

83%

80%

60% 59%

54%49% 49%

47%

38%

32% 31% 31%

23%22%

19%

11%

2013

2008

50%

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in 18-country global total and across 16 markets

-20

-25

-26

-24

+ 11

-13

-13-25

-11

SEVERE DROP IN TRUST IN BANKS OVER FIVE YEARS; CANADA TRENDS UPWARDSINDUSTRY SAW BOTTOM IN 2012 FOR UK/FRANCE/GERMANYTRUST IN BANKS – INFORMED PUBLIC AGES 35-64

+ 10

-19

17

33%

16%5%3%

12%

30%

TRUST DEFICIT IN BANKS LINKED TO CULTURE

WHAT DO YOU THINK IS THE BIGGEST CAUSE OF THESE SCANDALS? – CANADA

Q161. [ASK IF FAMILIAR WITH BANKING SCANDALS (Q160=VERY/SOMEWHAT FAMILIAR)] Based on the information you have read, seen or heard about the banking/ financial services scandals, specifically those at Barclays, J.P. Morgan and Standard Chartered, what do you think is the BIGGEST cause of these scandals?

(ASKED OF RESPONDENTS WHO ARE FAMILIAR WITH BANKING/FINANCIAL SERVICES SCANDALS OVER PAST YEAR)

54% of causes of scandals are internal and

within businesses’

control

CORPORATE CULTURE DRIVEN BY COMPENSATION/BONUSES

CORPORATE CORRUPTION

CONFLICTS OF INTEREST

CHANGES IN THE ECONOMY

BANKS ARE TOO LARGE

LACK OF REGULATION

18

CRISIS OF LEADERSHIP

CEO

Government official or regulator

Financial or industry analyst

Regular employee

NGO representative

A person like yourself

Technical expert in the company

Academic or expert

32%

36%

42%

51%

60%

61%

64%

68%

TRUSTED SOURCES ARE EXPERTS AND PEERSCREDIBLE SPOKESPEOPLE – CANADA

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 ages 25-64 in in Canada and 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)

69%

67%

61%

51%

51%

50%

36%

43%

201320122013

20

Academic or expert

Technical expert in the company

A person like yourself

NGO representative

Financial or industry analyst

Regular employee

Government official or regulator

CEO

80%

68%

58%

55%

51%

49%

45%

35%

Global ArgentinaIndonesia Brazil India Russia South Korea Ireland China Spain Japan Italy UK U.S. Germany France Canada

45%

52%55%

52%

73%

41%

34%36%

62%

42%

22%

37%39%

43%

28%

37%35%

38%

18%22%

32%

54%

23% 22%25%

54%

35%

15%

31%36%

41%

27%

37%

45%

50%

Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) 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 ages 25-64 in 26 -country global total and across 16 markets

2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS

Government official or regulator credibility

CEO credibility

MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERSBELOW 50% IN THEIR CREDIBILITY RATING

Business leaders trusted less than 50% in 11 of 16 markets shown

Government leaders trusted less than 50% in 14 of 16 markets shown

21

8% 18% 10% 7%

CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWCANADIANS TRUST BUSINESS AND GOVERNMENT LEADERS ‘A GREAT DEAL’ TO DO THE FOLLOWING:

8% 10% 8% 5%

GOVERNMENT LEADERS

BUSINESS LEADERS

Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A Great Deal); Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box – Trust A Great Deal) General Population in Canada

22

France

Germany

U.S.

India

China

Canada

Global

10%

13%

15%

34%

32%

7%

18%

37%

42%

50%

68%

67%

51%

50%

Trust in Business

Trust Business Leaders to Tell the Truth

France

Germany

U.S.

India

China

Canada

Global

8%

6%

10%

20%

24%

5%

13%

33%

38%

38%

55%

71%

46%

41%

Trust in Government

Trust Government Leaders to Tell the Truth

LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP

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 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); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust business leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following? (Top Box, Trust A great Deal) General Population

-32

-44

-35

-34

-29

-28

-41

-47

-35

-32

-35 -28

-27 -25

23

TRUST BUILDING

FIVE TRUST PERFORMANCE CLUSTERS EMERGE; MUST MOVE BEYOND OPERATIONS

INTEGRITY (58%)

PURPOSE (47%)

OPERATIONS (39%)

PRODUCTS & SERVICES (54%)

ENGAGEMENT (59%)

2013 Edelman Trust Barometer Trust Performance Clusters

2008 Edelman Trust Barometer Trust Clusters*

OPERATIONS

(76%)

Reputation as a place to work (81%)

Financial performance (76%)

Respected CEO or leader (71%)

*Data used includes Informed Publics ages 35-64 only in 18-country global total 25

16 ATTRIBUTES TO BUILDING TRUST

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

ENGAGEMENT

Edelman Trust Barometer research reveals 16 SPECIFIC ATTRIBUTES which build trust.

These can be grouped into FIVE CLUSTERS listed here in rank order of importance.

26

PURPOSE

PRODUCTS & SERVICES

INTEGRITY

OPERATIONS

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

RANKS ON A GLOBAL LIST OF TOP COMPANIES

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS

HAS ETHICAL BUSINESS PRACTICES

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

PLACES CUSTOMERS AHEAD OF PROFITS

TREATS EMPLOYEES WELL

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

-50

-41

-48

-41

-45

-44

-44

-25

-5

-35

-29

-26

-19

-21

-15

-19DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL ISSUES

ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS

CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH THE COMPANY OPERATES

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS

HAS ETHICAL BUSINESS PRACTICES

COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

TREATS EMPLOYEES WELL

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

PLACES CUSTOMERS AHEAD OF PROFITS

20%

25%

23%

16%

25%

22%

22%

36%

44%

22%

27%

27%

20%

22%

30%

22%

39%

40%

44%

35%

51%

51%

57%

41%

69%

66%

71%

72%

61%

70%

71%

72%

Q80-Q96. [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) General Population in Canada (excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Canada

TRUST BUILDING ATTRIBUTES – LARGE GAP BETWEEN EXPECTATION & PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CANADA Gap

Importance

27

Performance

Who is trusted MOST to provide you with credible and honest information about:

Company’s CEO

Company’s Employee

Passionate or Activist

ConsumerAcademic Media

Spokesperson

A company’s employee programs, benefits & working conditions 16% 71% 13% 11% 7%

How a company serves its customers and prioritizes customer needs ahead of company profits 15% 33% 43% 13% 14%

A company’s situation in a time of crisis 28% 22% 20% 25% 28%

A company’s innovation efforts and new product development 29% 27% 23% 25% 15%

How a company uses its resources and influence to support the environment 18% 22% 34% 30% 13%

How a company supports programs that positively impact the local community 15% 25% 38% 16% 24%

Partnerships with NGOs and effort to address societal issues 21% 17% 27% 22% 20%

A company’s financial earnings & operational performance 30% 20% 20% 27% 12%

A company’s business practices, both positive & negative 16% 34% 26% 22% 17%

Accomplishments of a company’s senior leadership 32% 29% 18% 20% 21%

Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Population in Canda

GO-TO INFLUENCERS

ENGAGEMENT

INTEGRITY

PRODUCTS

OPERATIONS

PURPOSE

28

THE WAY WE WERE

G E N E R A L P O P U L AT I O N

CEO

BOARD OF DIRECTORS

GOVERNMENT OFFICIALS

ACADEMICS

TECHNICAL EXPERTS

ELITE MEDIA

VERTICAL FLOW &CONTROLLED INFORMATION

PYRAMID OFINFLUENCE

29

FEW MANY

DICTATE CO-CREATE

FIXED FLEXIBLE

MONOLOGUE DIALOGUE

CONTROL EMPOWERMENT

THE NEW DYNAMIC: THE DIAMOND OF INFLUENCE

ACTION CONSUMERS

EMPLOYEES

G E N E R A L P O P U L A T I O N

SOCIALACTIVISTS

CEO

BOARD OF DIRECTORS

GOVERNMENT OFFICIALS

ACADEMICS

TECHNICAL EXPERTS

ELITE MEDIA

TO 2013FROM 2000

PYRAMID OFCOMMUNITY(Horizontal)

PYRAMID OFAUTHORITY(Vertical)

30

PYRAMID OFCOMMUNITY(Horizontal)

INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THE MEDIA CLOVERLEAF

PYRAMID OFAUTHORITY

(Vertical) NAVIGATING THE DIAMOND OF

INFLUENCE VIA MEDIA CLOVERLEAF

Hybrid

SocialOwned

Traditional

Search & Content

31

ACTION CONSUMERS

EMPLOYEES

G E N E R A L P O P U L A T I O N

SOCIALACTIVISTS

CEO

BOARD OF DIRECTORS

GOVERNMENT OFFICIALS

ACADEMICS

TECHNICAL EXPERTS

ELITE MEDIA

32

SO WHAT?

On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu

To talk about how to apply our findings to your business, contact us:

Edelman VancouverPatti Schom-Moffatt604.623.3007

Edelman CalgaryTanya Anand403.817.0620

Edelman TorontoLisa Kimmel416.979.1120

Edelman MontrealAnik Trudel514.844.6665

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