22 YEARS OF TRUST ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 Rising Fall of the Earned Media U.S. Trust A “Person Like Business Young People Trust in Performance Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges More Trusted Have More Business and Partner With NGOs Than Europe Suffer “Authorities” as Credible Than Trust in Plummets Transparency Government to Advertising Trust Discount to Peers Spokesperson Government Business Essential to Regain Trust and Media Trust ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 ‘19 ‘20 ‘21 ‘22 Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Business The Cycle Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Most Trusted of Distrust the Debate Innovation of Trust and Ethics for Change