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.