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st 21 ANNUAL EDELMAN TRUST General Online Population Informed Public BAROMETER 500respondents in U.S. and China; 1,150 100respondents in Nigeria; Methodology respondents per country 200in all other countries Represents 17% of total global population Ages Must meet 4 criteria: 18+ Online survey in 28 countries* ‣ Age 25-64 All slides show general 33,000+ respondents ‣ College-educated online population data 2021 Edelman Trust Barometer fieldwork unless otherwise noted ‣ In top 25% of household income per age group in each country conducted from October 19 to November 18, 2020 ‣ Report significant engagement in public policy and business news *The 2021 Trust Barometer 27-market global averages (for the general population, mass population and informed public) do not include Nigeria Mass Population 27-market global data margin of error: General population +/- 0.6% All population not including (N=31,050); informed public +/- 1.3% (N=6,000); mass population +/- 0.6% (N=25,050+); half-sample global general online population +/- informed public 0.8% (N=15,525). Country-specific data margin of error: General population +/- 2.9% Represents 83% of total global (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), population except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8% (N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500). U.S. Post-Election Supplement ethnicity-specific data margin of error: Non-Hispanic White+/- 3.3% (N=894); all others +/- 4.0 (N=607). 2

21 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and Partner With NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Government to Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Regain Trust Trust 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Trust: Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Declaring Competence Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Information and Ethics the Debate Innovation of Trust Bankruptcy for Change Global Pattern 3

2020 2021 YtY General population General population Change +2 54 Global 27 56 Global 27 A TRUST 82 China 77 India -2 RECKONING Record year-over- 72 China -10 79 India year decline in 72 Indonesia -1 73 Indonesia China’s Trust Index FOR CHINA 69 Saudi Arabia +8 66 Thailand 68 Singapore +6 65 UAE AND THE U.S. 67 UAE +2 62 Mexico 66 Malaysia +6 62 Singapore Trust Index 63 The Netherlands +6 61 Saudi Arabia - 0 + -5 61 Thailand 60 Malaysia Distrust Neutral Trust Change, 2020 to 2021 +12 59 Australia 57 Kenya (1-49) (50-59) (60-100) +2 59 Kenya 57 The Netherlands -3 59 Mexico 53 Canada +3 56 Canada 53 Colombia +7 53 Germany 51 Brazil Greatest decline in China (-10); +3 50 S. Korea 52 Italy greatest increase in Australia (+12) 0 49 Argentina 51 Brazil +5 U.S. Trust Index 49 Italy 50 Ireland -5 47 Australia 48 Colombia 53 16 countries gained trust, 48 47 +3 47 U.S. 48 France 9 countries lost trust 43 +4 46 Germany 48 S. Africa +1 45 France 48 U.S. -2 45 Ireland 47 Argentina -5 -3 45 Spain 47 S. Korea 0 44 S. Africa 45 Spain 2021 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. +3 42 Japan 45 UK Below is a list of institutions. For each one, please indicate how -2 42 UK 40 Japan much you trust that institution to do what is right. 9-point scale; top 4 4 box, trust. General population, 27-mkt avg. +1 30 Russia 31 Russia

2021 2021 Informed public Mass population Trust gap TRUST INEQUALITY 68 Global 27 52 Global 27 Record trust inequality 16 SPREADS FURTHER 86 India 68 China 14 86 Saudi Arabia 68 Indonesia 15 Trust Index 83 Indonesia 67 India 19 82 China 67 Saudi Arabia 19 79 The Netherlands 66 Singapore 10 79 UAE 65 14 UAE 78 Malaysia 63 15 Malaysia Distrust Neutral Trust 77 Australia 62 17 The Netherlands (1-49) (50-59) (60-100) 76 Singapore 58 7 Kenya DOUBLE-DIGIT TRUST 75 Thailand 56 10 INEQUALITY IN RECORD Mexico NUMBER OF COUNTRIES 66 Italy 56 19 Thailand 66 Mexico 55 22 Australia Nr. of countries with 65 France 55 9 Canada double-digit trust inequality 65 Kenya 52 10 Germany Mass population 16 points less trusting Global 22 21 65 S. Africa 51 15 Italy 64 Canada 49 3 Nigeria* 63 Ireland 48 15 Ireland 62 Brazil 47 15 Brazil 62 Germany 46 13 Colombia 7 62 U.S. 45 20 France 59 Colombia 44 12 Argentina 59 S. Korea 44 21 S. Africa 13 59 UK 44 Spain 2012 2021 18 57 Spain 44 U.S. 16 56 Argentina 43 S. Korea 2021 Edelman Trust Barometer. The Trust Index is the average 16 52 Japan 43 percent trust in NGOs, business, government and media. TRU_INS. UK Below is a list of institutions. For each one, please indicate how 13 52 Nigeria* 39 Japan much you trust that institution to do what is right. 9-point scale; top 4 13 41 Russia 28 Russia box, trust. Informed public and mass population, 27-mkt avg. 5 *Nigeria not included in the global average

STATE OF TRUST | INDIA

TRUST IN INSTITUTIONS STABLE TRUST RETURNS TO PRE-COVID LEVEL + - 0 Distrust Neutral Trust Change, wave to wave (1-49) (50-59) (60-100) 2021 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 7 India.

TRUST IN INFORMATION SOURCES DECLINES Percent trust in each source for general news and information, in India Change 2020-2021 Search engines* -6 87 87 85 85 83 83 82 81 81 79 Traditional media -6 81 76 75 81 79 79 79 73 72 75 76 Social media -8 72 66 72 68 70 70 69 69 63 65 64 Owned media 63 63 64 -9 63 Trusted (60-100) 60 59 53 54 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, India. 8 *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”

SPOKESPEOPLE UNDER SCRUTINY Percent who rate each as very/extremely credible as a source of information about a company, in India - 0 + Change, 2020 to 2021 All-time low Change 2020-2021 80 79 78 78 77 77 76 Academic expert -8 76 74 73 78 72 72 76 71 72 75 75 69 71 67 A person like yourself -4 66 66 67 70 66 70 70 68 61 62 61 62 62 58 CEOs -8 56 56 56 54 59 58 Government official -5 53 52 46 50 Journalist +4 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. CRE_PPL. 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? 4-point scale; top 2 box, credible. Question asked of half of the sample. General 9 population, India.

ZOOM IN ON BUSINESS

TRUST IS LOCAL: MY EMPLOYER A MAINSTAY OF TRUST - 0 + Distrust Neutral Trust Change, 2020 to 2021 Percent trust in my employer Trust in my employer stable or rising in 18 of 27 countries India 92 89 86 85 83 83 82 79 79 79 78 77 76 76 76 76 75 74 73 72 72 71 70 70 69 66 60 58 76% 89 My employer My employer more trusted than institutions Business 82 0 -1 +2 +1 +7 +2 0 -1 +5 0 +3 +4 +1 +1 +4 0 -3 -12 0 0 -2 -6 +4 n/a -1 +3 -4 -1 l l ll ll l ll Government 79 NGOs 78 Media 69 2021 Edelman Trust Barometer. TRU_INS. [Your employer] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 11 box, trust. General population, India. Question asked among those who are employed (Q43/1).

ESSENTIALS GET A TRUST BOOST; TECHLASH CONTINUES Percent trust in each sector, in India + - 0 Distrust Neutral Trust Change, 2020 to 2021 82 83 84 84 84 84 84 84 85 85 86 87 77 79 81 75 n/a -3 -7 -1 -3 -3 +5 -1 -2 -3 -2 -1 +1 -1 0 -5 2021 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown 12 to half of the sample. General population, India.

TRUST DECLINES IN 12 OF 16 COUNTRY BRANDS Trust in companies headquartered in each country, in India + - 0 Distrust Neutral Trust Change, 2020 to 2021 81 82 82 83 83 84 85 85 86 75 76 76 78 68 70 47 -13 +3 -5 +1 0 -6 -5 -7 -1 -3 0 -5 -1 -4 -5 -1 2021 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies 13 headquartered in the following countries to do what is right. 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, India.

THE PANDEMIC FACTOR

PANDEMIC DEEPENS INEQUITIES AROUND THE WORLD Percent who agree Those with less education, less money and fewer resources are being unfairly burdenedwith most of the suffering, risk of illness, and need to sacrifice due to the pandemic 78 72 70 70 69 68 66 65 65 65 65 64 63 63 61 59 58 58 58 58 57 57 55 55 54 54 54 52 Global 27 62% 2021 Edelman Trust Barometer. CV1_Q3. Please indicate your level of agreement with the statements below using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, 27-mkt avg. 15 *Nigeria not included in the global average

Percent who are concerned PANDEMIC ADDED Percent who are fearful 93 TO PERSISTENT 86 85 PERSONAL AND 79 SOCIETAL FEARS Percent who are concerned, and percent who are fearful, in India 70 55 54 51 2021 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few Job loss (net) Hackers and cyber- Climate change Contracting concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; attacks COVID-19 top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to half of the sample. General population, India. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1- 16 3, 5, and 22-24.

PANDEMIC FEARS IMPEDE RETURN TO WORKPLACE Percent who say each reason is why they are choosing to work from home to work at home choosing , 68%for the following reasons: COVID-19 risk 76 while commuting/in office (net) I am more productive 31 Enhanced work-life balance 29 2021 Edelman Trust Barometer. WRK_CHOICE. Which of the following best describes your current working situation? Question asked of those who are an employee (Q43/1). Data among employees that have a choice of working from home or their workplace. WHY_HOME. Why are you choosing to continue working from home even though you could return to the workplace if you wanted to? Select all that apply. Question asked of employees 17 that are choosing to work from home (Q43/1 AND WRK_CHOICE/3).General population, 27-mkt avg. COVID-19 risk while commuting / in office is a net of WHY_HOME/2-3.

INDIA REMAINS A VACCINE POSITIVE COUNTRY Percent who say they will take the COVID-19 vaccine within the next year Global 27 80 76 75 74 73 72 71 71 70 69 69 68 66 66 66 65 65 65 62 59 59 58 58 54 54 52 49 64% 40 Willing to vaccinate… 43 45 45 48 51 42 31 Six months to one year 32 33 33 32 35 33 35 39 39 35 39 39 21 24 23 26 28 24 28 15 18 18 33 As soon as possible Only 1 in 3 ready to take the vaccine as soon as possible 2021 Edelman Trust Barometer. VACCINE1. If and when a COVID-19 vaccine becomes available will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Question asked of half of the sample. General population, 27-mkt avg. 18 *Nigeria not included in the global average

INFORMATION HYGIENE A KEY FACTOR IN VACCINE ACCEPTANCE Percent who say they will take the COVID-19 vaccine within a year Those with good Those with poor 16 countries with double-digit gaps information hygiene information hygiene 88 80 78 77 78 70 69 72 72 70 72 73 65 62 63 63 65 67 67 59 59 61 59 56 55 57 56 57 48 52 49 50 46 42 Gap, willingness to vaccinate 11pts within a year 21 17 17 16 16 16 15 15 15 14 14 14 12 11 11 10 Global 27 2021 Edelman Trust Barometer. VACCINE1. If and when a COVID-19 vaccine becomes available will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Question asked 19 of half of the sample. General population, 27-mkt avg, by hygiene level. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix.

PRIORITIES SHIFT: Change in importance since MY INFORMATION More Less the start of the year, in India... Net change Important Important LITERACY NOW MATTERS MORE Prioritizing my family and their needs 69 13 +56 Change in importance since last year (more important minus less important) 64 14 science literacy +50 Increasing my Speaking out when I see need for 65 16 +49 changes and reforms media and Increasing my 64 16 +48 information literacy Being politically aware 63 17 +46 2021 Edelman Trust Barometer. IMP_VALUES. For each of the following, please indicate whether it has become more important to you, less important to you, or has stayed the same in importance, since last year. 5-point scale; top 2 box; more important; bottom 2 box, less important. Question asked of half of the sample. General population, 20 India. Net change is the difference between more and less important.

CALL TO ACTION

INCREASED Change in importance since last More Less URGENCY TO Net change year, in India Important Important ADDRESS Improving our healthcare system 71 15 +56 FOUNDATIONAL PROBLEMS Improving our education system 70 16 +54 Change in importance since last year Addressing climate change 68 17 +51 (more important minus less important) Addressing poverty in this country 66 17 +49 Finding ways to combat fake news 65 17 +48 Protecting people's individual freedoms 65 17 +48 Closing the economic and social divide 64 17 +47 Addressing discrimination, racism 63 17 +46 2021 Edelman Trust Barometer. IMP_POL_PRIORITIES. For each of the following issues and challenges, please indicate whether our country addressing it has become more important to you, less important to you, or has stayed the same in importance, since last year. 5-point scale; top 2 box; more important; bottom 2 box, less important. General population, India. Net change is the difference between more 22 and less important.

BUSINESS GAINS THE MOST TRUST BY BEING MORE INVOLVED IN FOUNDATIONAL ISSUES Percent increased likelihood of trusting business associated with performing well on each action When these actions are performed well… Increased likelihood of trust Guarding information quality +5.8% Embracing sustainable practices +5.7% Robust COVID-19 health and safety response +4.8% Driving economic prosperity +4.7% Long-term thinking over short-term profits +4.6% 2021 Edelman Trust Barometer. Discrete choice analysis; results shown are marginal effects on likelihood to trust. PER_BUS. How well do you feel business is currently doing each of the following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do 23 what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. For a full explanation of how this data was calculated, please see the Technical Appendix.

BUSINESS EXPECTED TO DO MORE Percent who agree, in India CEOs should step in CEOs should take the lead CEOs should hold when the government does not fix on change rather than waiting themselves accountable to societal problems for government to impose change the public and not just to the on them board of directors or stockholders 83% 76% 73% 2021 Edelman Trust Barometer. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? 3-point scale, sum of codes 2 and 3. Question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you 24 agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, India.

CEOS MUST LEAD ON SOCIETAL ISSUES Percent in India who expect CEOs to publicly speak out about one or more of these societal challenges Job automation 59 Pandemic impact 54 Societal issues 53 91% Local community issues 41 2021 Edelman Trust Barometer. CEO_SPEAK. Looking at the topics listed below, please select the ones you expect CEOs to currently be speaking out about publicly. Select all that apply. Question 25 asked of half of the sample. General population, India. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7.

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree, in India of those who 81% 80% are employed 73% Consumers … Employees … I am more likely now than a year ago to voice my objections to have the power to force management or engage in corporations to change workplace protest 2021 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an 26 employee (Q43/1). General population, India.

EMPLOYEE EXPECTATIONS SHIFT : SAFETY Change in importance as an AND UPSKILLING More Less employer attribute since the Net change Important Important start of the year in India... MATTER MORE Change in importance since last year Regular employee communications 67 13 +54 (more important minus less important) Keep workers, customers safe 67 14 +53 Job skills training programs 67 15 +52 Diverse, representative workforce 64 14 +50 2021 Edelman Trust Barometer. EMP_IMP_VAL. When considering an organization as a potential place of employment, please indicate whether each of the following has become more important to you, less important to you, or has stayed the same in importance since last year. 5-point scale; top 2 box; more important; bottom 2 box, less important. Question asked of those who are an employee (Q43/1). General population, India. Net change is the difference between more and less 27 important.

MEDIA HAS A TRUST GAP TO FILL Percent who agree, in India The media is not doing Most news organizations are Journalists and reporters more concerned with are purposely trying to well at being supporting an ideology or mislead people by saying things political position than with they know are false or gross objective and non- informing the public exaggerations partisan 73% 75% 50% 2021 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement. 9-point scale; top 4 box, agree. Question asked of half of the sample. PER_MED. How well do you feel the media is currently doing each of the 28 following? Please indicate your answer using the 5-point scale below. 5-point scale; bottom 3 box, not doing well. Question asked of half of the sample. General population, India.

PANDEMIC NECESSITATES NEW INFORMATION DYNAMICS 1 2 3 4 Come together to Business has to Communicate Provide trustworthy address the embrace an change effectively content fundamentals expanded mandate Consumers & employees Public focus has shifted back Business is expected to drive Institutions & spokespersons matter more than ever; to foundational problems. societal change, fill in gaps of face intense scrutiny to provide honest communications by Addressing these effectively other institutions, and help truthful, unbiased and reliable businesses help employees will require all institutions - communities more proactively. information better navigate the impact of businesses, Govt., NGOs, the pandemic, and build their media – to work together. trust as they return to work . 29