Country Report - Ireland

Country Report Trust in Ireland

21st ANNUAL EDELMAN TRUST General Online Population Informed Public BAROMETER 1,150 500 respondents in U.S. and China; Methodology 100 respondents in Nigeria; respondents per country 200 in all other countries Ages Represents 17% of total global population 18+ Must meet 4 criteria: Online survey in 28 countries* All slides show general ‣ Age 25-64 33,000+ respondents online population data ‣ College-educated 2021 Edelman Trust Barometer fieldwork unless otherwise noted ‣ In top 25% of household income conducted from October 19 to November 18, 2020 per age group in each country ‣ 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 Mass Population public) do not include Nigeria 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 +/- informed public 0.6% (N=25,050+); half-sample global general online population +/- 0.8% (N=15,525). Represents 83% of total global Country-specific data margin of error: General population +/- 2.9% population (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), 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 U.S. Post-Election Supplement country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500). 1,500 U.S. respondents, fielded December 14 to 18, 2020 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

2021 IRELAND TRUST SUPPLEMENT Methodology Online Survey in Ireland General Population Fieldwork was conducted - 501 respondents th - Ages 18+ between 26 February nd – 2 March 2021 - Nationally representative of Total sample size: 501 the Irish population in terms of gender, age, and region - All slides show figures for General Population unless This symbol denotes data otherwise noted FEB from the Ireland supplementary survey 2021 Edelman Trust Barometer IRE Supplement 3

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 Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Declaring Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Information the Debate Innovation of Trust and Ethics Bankruptcy for Change 4

PANDEMIC PUTS TRUST TO THE TEST

2021 2021 Trust gap TRUST INEQUALITY Informed public Mass population SPREADS FURTHER 68 Global 27 52 Global 27 16 Record trust inequality 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 UAE 14 78 Malaysia 63 Malaysia 15 Distrust Neutral Trust 77 Australia 62 The Netherlands 17 (1-49) (50-59) (60-100) 76 Singapore 58 Kenya 7 DOUBLE-DIGIT TRUST 75 Thailand 56 Mexico 10 INEQUALITY IN RECORD 66 Italy 56 Thailand 19 NUMBER OF COUNTRIES 66 Mexico 55 Australia 22 Nr. of countries with 65 France 55 Canada 9 double-digit trust inequality Mass population 16 points less trusting 65 Kenya 52 Germany 10 65 S. Africa 51 Italy 15 Global 22 21 64 Canada 49 Nigeria* 3 63 Ireland 48 Ireland 15 62 Brazil 47 Brazil 15 62 Germany 46 Colombia 13 7 62 U.S. 45 France 20 59 Colombia 44 Argentina 12 59 S. Korea 44 S. Africa 21 59 UK 44 Spain 13 2012 2021 57 Spain 44 U.S. 18 2021 Edelman Trust Barometer. The Trust Index is the average 56 Argentina 43 S. Korea 16 percent trust in NGOs, business, government and media. TRU_INS. 52 Japan 43 UK 16 Below is a list of institutions. For each one, please indicate how 52 Nigeria* 39 Japan 13 much you trust that institution to do what is right. 9-point scale; top 4 41 Russia 28 Russia 13 box, trust. Informed public and mass population, 27-mkt avg. *Nigeria not included in the global average 6

TRUST IN BUSINESS CONTINUES TO STRENGTHEN IN FEB EARLY 2021 Percent trust, in Ireland Distrust Neutral Trust - 0 + (1-49) (50-59) (60-100) Change, wave to wave Business Government NGOs Media Trust in Business Government trust remains continues to rise stable after gains 55 -1 54 +3 57 54 +1 55 +7 50 50 +4 -5 50 +1 51 48 48 +2 -1 49 44 +4 +7 38 +3 41 +5 42 -3 39 39 35 +2 37 0 Nov-18 Nov-19 Nov-20 Jan-21 Feb-21 Nov-18 Nov-19 Nov-20 Jan-21 Feb-21 Nov-18 Nov-19 Nov-20 Jan-21 Feb-21 Nov-18 Nov-19 Nov-20 Jan-21 Feb-21 2019, 2020 & 2021 Edelman Trust Barometers; 2021 Edelman Trust Barometer IRE Supplements (Jan & Feb) . 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. Base: General population, Ireland.(n=501 for 2021 IRE Feb Supplement, n=1,000+ for all other surveys). 7

NO INSTITUTION SEEN AS BOTH ETHICAL 2021 COMPETENT 35 2020 ANDETHICAL (Competence score, net ethical score), in Ireland NGOs (-9, 9) LESS COMPETENT -50 50 COMPETENT (-22, -12) Business Media (17, -9) Government (-43, -16) X Y -54 -28 -35 UNETHICAL 2021 Edelman Trust Barometer. The ethical scores are averages of nets based on INS_PER_DIM/1-4. Question asked of half of the sample. The competence score is a net based on TRU_3D_INS/1. Depending on the question it was either asked of the full of half the sample. General population, Ireland. For full details regarding how this data was calculated and plotted, 8 please see the Technical Appendix.

FEB THE PANDEMIC HIGHLIGHTS HEALTH AUTHORITIES AMONGIRELAND’S MOST TRUSTED INSTITUTIONS Percent trust, in Ireland Distrust Neutral Trust Health authorities are highly trusted 70 71 71 72 76 57 62 63 49 51 39 National National health Public Health Colleges Your Media Government NGOs Business The UN The EU The WHO authorities Emergency and Employer (e.g. HSE) Team Universities (NPHET) 2021 Edelman Trust Barometer IRE Feb Supplement. Q1: 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. Base: General population, Ireland (n=501). 9

FEB SCIENTISTS AND HEALTH OFFICIALS TRUSTED SPOKESPEOPLE Percent trust, in Ireland Distrust Neutral Trust Trust in societal leaders is low Scientists and health officials are most trusted spokespeople, as trusted as peer networks 80 65 66 69 70 57 41 45 45 Government My employer HSE National health NPHET The people in CEOs Journalists leaders CEO officials officials officials your local Scientists community 2021 Edelman Trust Barometer IRE Feb Supplement. Q5: Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right? 9-point scale; top 4 box, trust. Base: General population, Ireland (n=501). 10

PANDEMIC FURTHER FUELS FEARS

PANDEMIC ADDED Percent who are concerned TO PERSISTENT Percent who are fearful PERSONAL AND 79 SOCIETAL FEARS 70 Percent who are concerned, 65 and percent who are fearful, in Ireland 60 48 44 37 34 28 23 2021 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few Job loss (net) Climate change Contracting Hackers and Losing my concerns. We are interested in what you worry about. Specifically, COVID-19 cyber-attacks freedoms as a how much do you worry about each of the following? 9-point scale; top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to citizen half of the sample. General population, Ireland. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1- 3, 5, and 22-24. 12

PANDEMIC ACCELERATES JOB LOSS FEARS Percent who agree, in Ireland As a result of the pandemic, I worry that the pandemic will accelerate a portion of our workforce has seen their the rate at which companies replace work hours reduced or their human workers with AI and robots jobs eliminated A large percentage A small percentage 50% 52% 22 28 2021 Edelman Trust Barometer. LAY_OFFS. Has the organization you work for had to lay-off or furlough any employees as a result of the economic impact of the pandemic? Code 1, yes, a large percentage; code 2, yes, a small percentage. Question asked of those who are an employee (Q43/1). Total layoff/furlough percentage is a sum of code 1 and 2. SOC_AGR. 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. General population, Ireland. 13

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 Global 27 52 62% In Br Co Th S. Sp Ma Ar Ke *N Si Ch In Me Fr Ir Au Ca It U. Th UAE Ge UK Ru S. Sa Jap d a a A g i n d a e a S e K u i l a l n g g i o x nc la s n ly r s a z o i f i a e y e n i t a . m s o d an i m l r n y n a a n c n r N l a i a ri d a d a i r i b nd c s t p e o e a e a e A i i a o s l t n a a n i he a i r ia a y r a a e r ab la ia n ds 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. *Nigeria not included in the global average 14

INCREASED URGENCY TO Change in importance since last More Less ADDRESS year, in Ireland Net change Important Important FOUNDATIONAL Improving our healthcare system +74 79 5 PROBLEMS Addressing poverty in this country +58 65 7 Change in importance since last year Finding ways to combat fake news +53 61 8 (more important minus less important) Addressing climate change +51 60 9 Protecting people's individual freedoms +51 59 8 Improving our education system +47 55 8 Addressing discrimination, racism +46 55 9 2021 Edelman Trust Barometer. IMP_POL_PRIORITIES. For each of Closing the economic and social divide +46 54 8 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, Ireland. Net change is the difference between more and less important. 15

VACCINATION OFFERS HOPE OF A RETURN TO ‘NORMAL’

FEB PEOPLE ARE NOW FAR MORE LIKELY TO SAY THEY WOULD TAKE THE COVID-19 VACCINE, AND WITH GREATER URGENCY +12Pts I will take the vaccine… Oct/Nov 2020 since Feb 2021 Oct/Nov As soon as 32 77% possible 63 +30pts from Oct/Nov Are now willing to take Within 6 months 33 the COVID-19 to 1 year vaccination 14 2021 Edelman Trust Barometer IRE Feb Supplement. OCT/NOV 2021: 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. Base: General population, Ireland (1,000) FEB 2021: Q23: If Now a COVID-19 vaccine is available, will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Base: General population, Ireland (n=501). 17

FEB PROGRESS ON VACCINATIONS IS When the pandemic ESSENTIAL FOR restrictions ease, I intend to… Net Agree Disagree THE RETURN TO Socialise with others outside my 49 68 19 ‘NORMAL’ LIFE, household BUT DOUBTS Visit high-street shops 45 65 20 REMAIN ABOUT Return to my office / place of work 42 63 21 HIGH-RISK ACTIVITIES Go on a national holiday 34 60 26 Percent who agree in Ireland Eat out at restaurants 34 59 25 Visit bars or pubs 11 48 37 Go on an international holiday 8 49 41 2021 Edelman Trust Barometer IRE Feb Supplement. Q24: Please think about when the pandemic restrictions begin to ease as vaccination progresses. To what extent do you agree with the following? 9-point scale; top 4 box, agree; bottom 4 box, disagree. Base: General population, Ireland (n=501). 18

FEB YET PEOPLE ARE FRUSTRATED BY A PERCEIVED LACK OF PROGRESS ON THE VACCINE ROLL-OUT TO DATE Percent who agree Are concerned the COVID-19 vaccine is not being 70% rolled-out fast enoughin Ireland Said increasing the speed of the vaccine roll-out 67%should be a top priority for government 2021 Edelman Trust Barometer IRE Feb Supplement. Q21: 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, concerned. Q22: Thinking about the same issues, which, if any, do you think the Irish government should prioritise? Please rank in order of priority. Ranked in top 5. Base: General population, Ireland (n=501). 19

ECONOMIC FALL-OUT OF PANDEMIC BECOMES TOP CONCERN

FEB IRISH PUBLIC MORE WORRIED ABOUT ECONOMIC IMPACT OF PANDEMIC THAN CONTRACTING COVID-19 Percent who are concerned, and percent who are fearful Percent who are concerned 74 Percent who are fearful 72 71 70 65 63 63 63 62 43 40 34 41 32 38 30 30 31 Economic Pressure on The impact of Growing Access to Young people recession in health services Brexit on the isolation and Poverty in quality falling behind in Contracting Job loss Ireland (outside of Irish economy mental health Ireland housing education COVID-19 COVID-19) issues 2021 Edelman Trust Barometer IRE Feb Supplement. Q21: 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, concerned; top 2 box, fear. Base: General population, Ireland (n=501). 21

FEB ADDRESSING THE FALL-OUT OF THE Top priority for PANDEMIC IS government Increasing the speed of the COVID-19 vaccine 67 SECOND ONLY TO roll-out in Ireland KEEPING COVID-19 Managing the threat of COVID-19 62 AT BAY IN Reducing pressure on health services 51 PERCEIVED ORDER (outside of COVID-19) OF PRIORITY Driving economic recovery in Ireland 47 Reducing unemployment in Ireland 43 Percent who believe each should be a top priority for Tackling isolation and mental health issues 41 government in Ireland Re-opening schools 37 Reducing poverty in Ireland 35 2021 Edelman Trust Barometer IRE Feb Supplement. Q22: Thinking about the same issues, which, if any, do you think the Irish government should prioritise? Please rank in order of priority. Ranked in top 5. Base: General population, Ireland (n=501). 22

FEB YET VACCINATION ALONE IS NOT ENOUGH TO IMPROVE CONFIDENCE IN THE IRISH ECONOMY AND ENCOURAGE PEOPLE TO SPEND MORE FREELY Percent agree Only 65% Disagree 13 53% Disagree 24 Agree they still intend Neutral 21 Agree they will have Neutral 22 to save money even more confidence in when restrictions begin Agree 65 the economyas Agree 53 to ease vaccination progresses 2021 Edelman Trust Barometer IRE Feb Supplement. Q24: Please think about when the pandemic restrictions begin to ease as vaccination progresses. To what extent do you agree with the following? 9-point scale; top 4 box, agree; bottom 4 box, disagree. Base: General population, Ireland (n=501). 23

BREXIT AND PANDEMIC PUT TRUST WITH BRITAIN TO THE TEST

FEB PUBLIC BELIEVE IRELAND AND GB HAVE A GOOD RELATIONSHIP YET TRUST IN BRITAIN IS RELATIVELY LOW Percent agree in Ireland Percent trust in each nation among people in Ireland Distrust Neutral Trust (1-49) (50-59) (60-100) 53% 68 Of the Irish public 54 believe Ireland and 46 Great Britain have a 39 35 33 good relationship in general 19 2021 Edelman Trust Barometer IRE Supplement. Q13. Please think about Ireland’s relationship with Britain. Where your opinion falls between the two opposing descriptions. 7pt scale; top 3 box, Agree. Q7.TRU_NATION. Please indicate how much you trust the following nations 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”. 9pt scale; top 4 box, trust. General population, Ireland (501) 25

FEB MANY QUESTION BRITISH GOVERNANCE, AN ISSUE THAT HAS EXACERBATED BY PANDEMIC AND BREXIT Percent who agree Has decreased my Has increased my trust in Britain trust in Britain Britain leaving the EU in Brexit 67 11 The British government’s handling 63 13 of the Brexit negotiations The current government of Britain 52 15 The British government’s handling of 50 22 the COVID-19 pandemic The business and trade links between 47 19 Britain and Ireland The working relationship between the 37 23 government of Ireland and the British government 2021 Edelman Trust Barometer IRE Supplement. Q14.To what extent, if at all, have each of the following affected your trust in Britain? 5-point scale; top 2 box, increased trust; bottom 2 box decreased trust. Base: General population, Ireland (n=501). 26

TRUSTON THE ISLAND OF IRELAND

FEB THE UK GOVERNMENT’S MANAGEMENT OF PANDEMIC STOKES SENTIMENT FOR BREAK-UP OF UK Percent who agree, in Northern Ireland The UK Government’s Leaving the Europen The working relationship handling of the pandemic Union (Brexit) between UK government and devolved nations Has made me feel.... More in favour of 33 remaining in the UK 26 27 More in favour of 33 32 27 independence from the UK Don’t know 7 10 11 No difference 34 24 35 2021 UK Trust Supplement. QY5: What impact, if any, has each of the following had on your views of [X Country] leaving the UK? 5-point scale; bottom 2 box, more in favour of independence. Top 2 box, more in favour of remaining in the UK. General population, boosted Northern Ireland sample 28

HALF OF IRISH PUBLIC SUPPORT UNITED IRELAND BUT FEB SUBSTANTIAL PROPORTION REMAIN UNDECIDED To what extent are you in favour of, or against each of the following? - + Net for/against A border poll within A United A federal Needing to have the next 5 years Ireland union unionist agreement before unity Net score 38 33 29 28 For 53 52 47 44 Against 15 19 18 16 Undecided / Don’t know 31 30 36 41 2021 Edelman Trust Barometer IRE Supplement. Q15: To what extent are you in favour of, or against each of the following? 5pt scale; top 2 box, For. Bottom 2 box, against. Base Ireland: General Population (501). 29

FEB HISTORY KEY DRIVER OF SUPPORT FOR A UNITED IRELAND, FEARS AROUND VIOLENCE & COST A united Ireland (uniting as one Reasons why people are for/against a United Ireland country with a shared political system) In favour of a United Ireland Against a United Ireland Ireland has historically been one 62 Fear of violence/extremism 66 Undecided country / Don't know The two territories would be more It would cost too much 60 30% In favour of economically prosperous united 47 51% The majority of Irish people support a There would be fewer resources for 49 united Ireland 45 public services e.g. health/housing Against Brexit means a united Ireland is more 42 There are cultural divides between 47 19% likely the two territories Brexit puts trade and free movement 40 ROI is more economically prosperous 45 between territories at risk without Northern Ireland 2021 Edelman Trust Barometer IRE Supplement. Q15: To what extent are you in favour of, or against each of the following? Base Ireland: General Population (501). Q16. You said you were not in favour of Ireland and Northern Ireland uniting as a country. Why is this? Multicode. Base Ireland: Those against a United Ireland (94) Q17.You said you were in favour of Ireland and Northern Ireland uniting as a country. Why is this? Multicode. Base Ireland: Those in favour of a United Ireland (259) 30

FEB AGREEMENT BETWEEN THE GOVERNMENTS OF BOTH TERRITORIES WOULD IMPROVE CONFIDENCE IN UNITY Percent who agree in Ireland The governments of both territories Unionist agreement setting out a clear path to a United Ireland to a united Ireland Would make me feel.... More in favour of a 52 48 United Ireland More against a 12 12 United Ireland Don’t know 6 8 No difference 30 31 2021 Edelman Trust Barometer IRE Supplement. Q20. What impact, if any, would each of the following have on your view of a United Ireland? 5pt scale; bottom 2 box, more against a United Ireland. Top 2 box, more in favour of a United Ireland. Base Ireland: General Population (501) 31

FEB A FEDERAL SYSTEM IS SEEN AS A GOOD COMPROMISE BUT SOME ARE CONCERNED IT WOULD NOT BE POPULAR A Federal Union (each country Reasons why people are for/against a Federal Union maintains their own parliament) In favour of a Federal Union Against a Federal Union A federal system is a good balance 44 I don’t think the majority of Northern 30 Undecided Irish people would be in favour / Don't know In favour of A federal system allows each territory 41 The ROI is more economically 28 36% 47% to govern its own internal affairs prosperous independently Brexit puts trade and free movement 41 Fear of violence/extremism 27 between the two territories at risk It is less likely to endanger peace 38 A federal system does not unite the 26 Against than a fully united Ireland two territories enough 18% Both territories would be more 37 It would cost too much 25 economically prosperous 2021 Edelman Trust Barometer IRE Supplement. Q15: To what extent are you in favour of, or against each of the following? Base Ireland: General Population (501). Q18.You said you were not in favour of a federal union between Ireland and Northern Ireland. Why is this? Multicode. Base Ireland: Those against a Federal Union (88) Q19.You said you were in favour of a federal union between Ireland and Northern Ireland. Why is this? Multicode. Base Ireland: Those in favour of a Federal Union (235) 32

A NEW MANDATE FOR BUSINESS

BUSINESS EXPECTED TO SOLVE PROBLEMS IN SOCIETY Percent who agree, in Ireland 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 shareholders 59% 64% 67% 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 agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Ireland. 34

CEOS MUST LEAD ON ISSUES Percent in Ireland who expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 70 Job automation 53 89% Local community issues 44 Societal issues 43 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 asked of half of the sample. General population, Ireland. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7. 35

BUSINESS GAINS THE MOST TRUST BY BEING A GUARDIAN OF INFORMATION QUALITY 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 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. 36

EMPLOYEE EXPECTATIONS SHIFT: SAFETY AND UPSKILLING Change in importance as an employer attribute since the Net change More Less MATTER MORE start of the year in Ireland... Important Important Change in importance since last year Keep workers, customers safe +56 65 9 (more important minus less important) Regular employee communications +51 62 11 Job skills training programs +50 60 10 Diverse, representative workforce +42 52 10 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, Ireland. Net change is the difference between more and less important. 37

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree, in Ireland 71% 63% of those who 51%are employed Consumers … Employees … I am more likely now than a year have the power to force ago to voice my objections to corporations to change management or engage in 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 employee (Q43/1). General population, Ireland. 38

RAGING INFODEMIC IMPACTS TRUST

TRUST IN MOST INFORMATION SOURCES AT RECORD LOWS Percent trust in each source for general news and information, in Ireland 60 60 61 62 62 Trusted (60-100) 57 56 Change 58 51 53 2020-2021 55 54 55 46 53 52 51 47 51 44 Traditional media -11 33 31 30 33 33 31 Search engines* -8 25 31 27 26 28 27 26 20 27 24 Owned media -7 21 19 22 17 Social media -5 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, Ireland. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 40

NEWS ORGANISATIONS SEEN AS BIASED Percent who agree, in Ireland Journalists and reporters Most news organisations The media is not doing well at are purposely trying to are more concerned with being objective and non- people by saying partisan mislead supporting an ideology or things they know are false or political position than with gross exaggerations informing the public 52% 51% 64% 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 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, Ireland. 41

EMPLOYERMEDIAMOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less, in Ireland Communications from… My employer National Media reports, Major Media reports, Advertising My social media 68 government named source corporations anonymous 62 source 57 Nr. of times they need to see 48 the information repeated 43 40 before believing it: 53 Once or twice 48 46 If I see it here, I will 40 27 automatically assume it is true 38 32 24 15 14 11 8 5 8 3 I will never believe it is true 9 12 12 20 24 28 42 if this is the only place I see it 2021 Edelman Trust Barometer. HEAR_TIME1. When you see a new piece of information or a news story in each of the following information sources, how many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true? Question asked of half of the sample. “Once or twice” is a sum of codes 2 and 3. General population, Ireland. “Employer communications” only shown to those that are an employee (Q43/1). 42

PRIORITIES SHIFT: MY INFORMATION Change in importance since the start of the year, Net change More Less LITERACY NOW in Ireland... Important Important MATTERS MORE Prioritising my family and their needs +67 72 5 Change in importance since last year (more important minus less important) Being politically aware +46 54 8 Increasing my media and +45 52 7 information literacy Speaking out when I see need for +38 45 7 changes and reforms science literacy +36 46 10 Increasing my 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, Ireland. Net change is the difference between more and less important. 43

IN IRELAND, ONLY 1 IN 4 HAVE GOOD INFORMATION HYGIENE Percent in each segment Information hygiene: 43 1. News engagement 52%of respondents share or forward news 2. Avoid information echo itemsthat they find to be chambers 33 interesting. 3. Verify information Of those, only 25% have 4. Do not amplify good information hygiene unvetted information 24 Poor Moderate Good information hygiene information hygiene information hygiene 2021 Edelman Trust Barometer. MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. 7- point scale; top 5 box, several times a month or more. General population, Ireland. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix. 44

EMERGING FROM INFORMATION BANKRUPTCY 1 2 3 4 Business: Embrace Lead with facts, Provide Don’t go it alone expanded mandate act with empathy trustworthy content CEOs must lead on issues Societal leaders must have the All institutions must provide Business, government, NGOs from sustainability and courage to provide straight truthful, unbiased, reliable and others must find a systemic racism to upskilling. talk, but also empathize and information. common purpose and take Act first, talk after. address people’s fears. collective action to solve societal problems. 46

TECHNICAL APPENDIX

2021 EDELMAN TRUST BAROMETER SAMPLE SIZE, QUOTAS AND MARGIN OF ERROR General Population Informed Public Sample Size* Quotas Set On** Margin of Error Sample Size* Quotas Set On*** Margin of Error Global 31,050 Age, Gender, Region +/- 0.6% total sample 6,000 Age, Education, +/- 1.3% total sample +/- 0.8% half sample Gender +/- 1.8% half sample China and 1,150 Age, Gender, Region +/- 2.9% total sample 500 Age, Education, +/- 4.4% total sample U.S. +/- 4.1% half sample Gender +/- 6.2% half sample Nigeria 1,150 Age, Gender, Region +/- 2.9% total sample 100 Age, Education, +/- 9.8% total sample +/- 4.1% half sample Gender +/- 13.9% half sample All other 1,150 Age, Gender, Region +/- 2.9% total sample 200 Age, Education, +/- 6.9% total sample countries +/- 4.1% half sample Gender +/- 9.8% half sample NOTE: Questions that afforded respondents the opportunity to criticize their government were not asked in China, Russia and Thailand. * Some questions were asked of only half of the sample. Please refer to the footnotes on each slide for details. ** For the general population, there were additional quotas on ethnicity in the UK and U.S., and on nationality in the UAE and Saudi Arabia. *** For the informed public, there were additional quotas on nationality in the UAE and Saudi Arabia. 48

2021 EDELMAN TRUST BAROMETER LANGUAGES AND INTERNET PENETRATION BY COUNTRY The Edelman Trust Barometer is an online survey. In developed countries, a nationally-representative online sample closely mirrors the general population. In countries with lower levels of internet penetration, a nationally-representative online sample will be more affluent, educated and urban than the general population. Languages Internet Languages Internet Languages Internet Penetration* Penetration* Penetration* Global - 83% Indonesia Indonesian 63% Singapore English, 88% Simplified Chinese Argentina Localized Spanish 93% Ireland English 92% S. Africa English, Afrikaans 55% Australia English 87% Italy Italian 93% S. Korea Korean 96% Brazil Portuguese 71% Kenya English 87% Spain Spanish 93% Canada English, 94% Japan Japanese 94% Thailand Thai 82% French Canadian China Simplified Chinese 59% Malaysia Malay 81% The English, Dutch 96% Netherlands Colombia Localized Spanish 63% Mexico Localized Spanish 67% UAE English, Arabic 96% France French 92% Nigeria Localized English 61% UK English 95% Germany German 96% Russia Russian 81% U.S. English, 90% Localized Spanish India English, Hindi 41% Saudi Arabia English, Arabic 92% *Data source: http://www.internetworldstats.com/stats.htm as of 1/12/21 49

2021 EDELMAN TRUST BAROMETER 1. News engagement (does one or more of these several times a week or more) • “Read, view or listen to news and information produced by major news organizations or HOW WE MEASURED publications at the original source” MED_SEG_OFTr1 • “Read news and information from major news organizations sent to me by others or pushed to INFORMATION HYGIENE me on a news feed, social network platform or application” MED_SEG_OFTr2 • “Read, view or listen to news and information put out by major corporations regarding important To determine whether respondents practiced good social and political issues and events” MED_SEG_OFTr16 information hygiene, we measured four dimensions: • “Listen to podcasts or read newsletters or blog posts put out by independent individuals whom I 1. Regular engagement with news: Do they stay informed? trust to keep me informed about important issues, but who do not work for a news media company”MED_SEG_OFTr17 2. Engagement with differing points of view: Do they avoid information echo chambers? 2. Avoiding information echo chambers (must say they do one or more of these) 3. Information verification: Do they avoid assuming something • “How often do you read or listen to information or points of view from people, media sources or is true simply because it supports their point of view? organizations with whom you often disagree?” NEWS_DIS (weekly or more) 4. Avoids spreading misinformation: Do they check information • “When someone you know sends you some information that supports a position that you do veracity before forwarding content to others? NOT believe, which of the following do you typically do with it?” POS_DIS (study thoroughly) 3. Verify information (must say they do two or more of these) Each respondent’s level of information hygiene was • “Confirm that a news story is really true by looking across multiple information sources” categorized based on their performance across the four MED_SEG_OFTr15 (several times a week or more) dimensions: • “When someone you know sends you some information that supports a position you believe, • Good: Performs well on three or more dimensions which of the following do you typically do with it?” POS_BEL (use fact-checking sites and/or verify from people I know and/or go to original source material) • Moderate: Performs well on any two dimensions • Poor: Performs well on one or fewer dimensions 4. Do not amplify unvetted information (must never do this) • “Pass on news and information to others without first checking its accuracy or the integrity of the source” MED_SEG_OFTr18 50

2021 EDELMAN TRUST BAROMETER HOW WE PLOTTED THE INSTITUTIONAL COMPETENCE AND ETHICS SCORES The competence score (the x-axis of the plot):An institution’s competence score is a net of the top 3 box (AGREE) minus the bottom 3 box (DISAGREE) responses to the question “To what extent do you agree with the following statement? [INSTITUTION] in general is good at what it does”. The resulting net score was then subtracted by 50 so that the dividing line between more competent and less competent institutions crossed the y-axis at zero. The net ethical score (the y-axis of the plot): The ethics dimension is defined by four separate items. For each item, a net score was calculated by taking the top 5 box percentage representing a positive ethical perception minus the bottom 5 box percentage representing a negative ethical perception. The y-axis value is an average across those 4 net scores. Scores higher than zero indicate an institution that is perceived as ethical. DIMENSION ETHICAL PERCEPTION UNETHICAL PERCEPTION Respondents were asked: Purpose-Driven Highly effective agent of Completely ineffective agent In thinking about why you do or do not trust [INSTITUTION], positive change of positive change please specify where you think they fall on the scale Honest Honest and fair Corrupt and biased between the two opposing descriptions. (Please use the Vision Has a vision for the future Does not have a vision for the slider to indicate where you think [INSTITUTION] falls that I believe in future that I believe in between the two extreme end points of each scale.) Serves the interests of Serves the interests of only Fairness everyone equally and fairly certain groups of people 51

2021 EDELMAN TRUST BAROMETER Full list of behaviors examined (top 5 highlighted in bold) 1. Meeting your overall expectations for how they should be HOW WE CALCULATED INCREASED responding to the health and public safety aspects of the COVID-19 pandemic LIKELIHOOD TO TRUST BUSINESS 2. Meeting your overall expectations for how they should be responding to the economic consequences of the COVID-19 pandemic 3. Partnering with other organizations and societal institutions, even if they might be competitors, to mount the strongest and most Respondents were asked to evaluate the performance of business as an institution effective responses possible to our societal challenges against a variety of behavioral expectations. These performance scores were then 4. Stepping in to fill leadership voids and policy gaps left by government incorporated into a discrete choice analysis to determine which behaviors, if done 5. Doing everything they can to ensure the safety and wellbeing of well, would provide the greatest boost to trust in business. our people and communities The top five performance drivers of trust, defined in terms of marginal effect on 6. Identifying and addressing systemic inequalities, unfair treatment, likelihood to trust associated with doing that behavior well, are displayed on the and prejudices within society and in the business world slide. 7. Shaping our culture for the better by inspiring positive change in how we see and treat ourselves and each other 8. Developing new solutions to help address our country’s problems 9. Working to benefit their employees, customers, and local community, in addition to their owners and shareholders 10. Putting people before profits 11. Being the guardian of information quality, working to ensure that only true, verified information is being shared and circulated Respondents were asked: 12. Driving the economic prosperity of our country 13. Working to ensure that our workers have the skills necessary to be How well do you feel business is currently doing competitive in the global job market each of the following? Please indicate your answer 14. Investing in the local communities where they are headquartered using the 5-point scale below where 1 means the or have large production facilities/offices institution is “failing at this” and 5 means the 15. Taking a long-term perspective when making business institution is “doing this very well”. decisions versus focusing on short-term profits 16. Embracing sustainable practices across their business 52

2021 EDELMAN TRUST BAROMETER TEAM Edelman Intellectual Property Edelman Data x Intelligence Executive Director Tonia E. Ries [email protected] Head of Thought David M. Bersoff, Ph.D. Leadership Research [email protected] Executive Advisors Richard Edelman Kirsty Graham Sr. Research Manager Cody Armstrong Dave Samson Global Marketing Vanessa Pymble Research Coordinators Nick Maxwell Mike Bush Giuseppe Bovenzi Polly Mingledorff Abbey Fox Thom Holiday Data Processor John Zamites Pamela Blandon Executive Editor Nancy Jeffrey VP of Operations Sarah Adkins Sr. Project Manager Esther Choi Project Coordinator Chloe Buckley Design David Sookochoff Brad Good