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Country Report - Italy

TRUST IN ITALY @EdelmanItalia #TrustBarometer FIORELLA PASSONI CEO EDELMAN ITALIA

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+ ‣ Age 25-64 Online survey in 28 countries* All slides show general ‣ College-educated 33,000+ respondents online population data unless otherwise noted ‣ In top 25% of household income 2021 Edelman Trust Barometer fieldwork 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 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% (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 1,500 U.S. respondents, fielded December 14 to 18, 2020 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 3

WHEREWECOME FROM 4

PESSIMISTIC ABOUT ECONOMIC PROSPECTS Percent who believe they and their families will be better off in five years’ time + - 0 Change, 2019 to 2020 Majority pessimistic in 15 of 28 markets 90 80 77 77 75 70 69 68 66 60 59 58 57 47 43 42 37 37 36 35 34 32 31 31 29 27 23 19 15 -5 -3 -4 -4 -2 -7 -9 0 -2 -6 -2 -4 -10 -9 -8 -7 +1 -2 n/a -10 -9 -4 -6 -4 +3 -8 -5 -3 n/a l llllllllllllllllllllllllllll 2020 Edelman Trust Barometer. CNG_FUT. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? 55 5-point scale; top 2 box, better off. General population, 26-mkt avg.

CAPITALISMUNDER FIRE Percent in Italy who agree + - 0 Change, 2019 to 2020 How true is this for you? Capitalism as it exists today 63 does more harm than Sense of injustice 79 good in the world Desire for change 78 Lack of confidence 73 Lack of hope 41 28 10 0 -3 +4 61% Working for me Not sure Failing me The system is… 2020 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is. 9-point scale; top 4 box, true. General population, Italy. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. TMA_SIE_SHV. Please indicate how much you 6 agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Italy.

WORRY ABOUT THE FUTURE OF WORK Percent of employees in Italy who worry about job loss due to each issue Jobs moved to other countries 70 I worry about losing my job Looming recession 64 due to one or more of these causes Freelance/gig economy 60 Cheaper foreign competitors 57 Lack of training/skills 55 Immigrants who work for less 53 Automation 51 87% 2020 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, 7 how much do you worry about each of the following? 9-point scale; top 4 box, worried. Job loss net = codes 1,2,3,4,5,23,24. General population, Italy, among those who are employed (Q43/1).

Highest job loss worry in each market JOB LOSS Second-highest job loss worry Third-highest job loss worry Percent who are worried about losing their job due to each reason Gig-economy Looming recession Lack of training/skills Foreign competitors Immigration Automation Job moved abroad Argentina 61 65 57 55 54 51 46 Australia 60 51 51 49 48 45 41 Brazil 64 67 68 56 52 58 54 Canada 56 49 50 42 43 45 36 China 65 62 67 59 56 63 59 Colombia 74 74 69 69 74 65 60 France 65 54 54 51 52 55 49 Germany 51 45 43 42 41 40 46 Hong Kong 60 52 58 46 49 50 44 India 82 80 81 79 80 77 77 Indonesia 61 58 61 58 56 57 52 Ireland 57 55 50 45 42 39 40 60 64 55 57 53 51 Italy 70 Japan 44 37 45 38 44 38 40 Kenya 64 64 63 58 49 52 49 Malaysia 70 71 67 73 71 69 61 Mexico 71 71 67 64 59 60 59 Russia 49 60 49 38 43 34 27 Saudi Arabia 47 48 44 46 45 41 44 Singapore 67 67 66 64 67 59 60 S. Africa 61 70 63 53 55 51 45 S. Korea 60 69 57 58 50 63 44 Spain 68 66 65 62 58 57 58 Thailand 68 76 67 66 67 65 60 The Netherlands 49 34 38 36 38 35 29 UAE 62 65 63 62 64 59 59 U.K. 53 52 49 46 44 46 43 U.S. 55 49 51 42 47 46 40 2020 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, 8 how much do you worry about each of the following? 9-point scale; top 4 box, worried. General population, 28-mkt avg, among those who are employed (Q43/1).

WORRY TECHNOLOGYIS OUT OF CONTROL Percent in Italy who agree Trust in technology The pace of change in I worry technology will make Government does not 2019-2020 technology is too fast it impossible to know if what understand emerging people are seeing or technologies enough to Global 26 -4 hearing is real regulate them effectively Largest declines in: France -10 Canada, Italy, -8 Russia, Singapore U.S. -7 67% 59% 80% Australia -6 2020 Edelman Trust Barometer. CNG_POC. For the statements below, please think about the pace of development and change in society today and select the response that most accurately represents your opinion. 9-point scale; top 4 box, fast. Italy. 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. Italy. PER_GOV. How well do you feel the government is currently doing each of the following? 5-point scale; bottom 3 box, not doing well (data excludes DK responses). Italy. 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. 26-mkt avg. All questions asked of half of the 9 sample among the general population.

WORRY ABOUT QUALITY INFORMATION Percent in Italy who agree The media I use are contaminated I worry about false information or fake with untrustworthy information news being used as a weapon +6 pts 63% 76% Change, 2018 to 2020 2020 Edelman Trust Barometer. 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. 10 Question asked of half of the sample. General population, Italy.

COVID-19 NEW NEEDS ARE EMERGING

PRODUCE PRODUCTS THAT CAN HELP Percent in Italy who want each from brands Percent in Italy who agree Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation Shift to producing products that I am just not paying attention to Offer free or lower-priced help people meet new products right now unless products to health workers, the challenges high-risk individuals and those they are designed to help whose jobs have been affected me with my pandemic- related life challenges 89% 92% 53% 47 42 47 45 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q4. In the face of this coronavirus outbreak, what do you expect brands to do? 3-point scale; code 1, brands must do this; code 2, I hope brands will do this. Q6. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Questions shown to those who 12 have heard of the virus (Q1/1). Italy. Data collected between March 23 and March 26, 2020.

SERVE AS INFORMATION SOURCE Percent who want brands to play this role Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation reliable news source, Be a keeping people informed about the virus and the progress being made in the fight against it 92 91 88 87 85 84 81 80 79 79 77 74 28 36 33 48 44 46 40 84% 47 49 45 42 42 64 55 54 42 42 40 41 38 41 33 34 35 30 32 Global 12 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q3. In the face of this coronavirus outbreak, what roles do you expect brands to play? 3-point scale; code 1, 13 brands must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020.

USE YOUR BRAND POWER TO EDUCATE Percent who want brands to play this role Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation Be an educator, offering people instructional information about the virus and how to protect themselves from it 93 92 88 86 86 84 84 83 82 81 78 36 31 73 49 31 50 85% 50 52 50 48 44 55 50 57 61 55 39 46 39 36 34 33 34 37 32 23 23 Global 12 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q3. In the face of this coronavirus outbreak, what roles do you expect brands to play? 3-point scale; code 1, 14 brands must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020.

PROTECT EMPLOYEES AT ALL COSTS Percent who want this from brands Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation Brands must do everything they can to protect the well-being and financial security of their employees and their suppliers, even if it means suffering big financial losses until the pandemic ends 93 93 92 91 91 90 90 89 89 89 87 86 29 37 34 32 38 39 38 31 40 47 45 49 90% 64 56 58 59 53 51 52 55 52 38 49 42 44 38 Global 12 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q4. In the face of this coronavirus outbreak, what do you expect brands to do? 3-point scale; code 1, brands 15 must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020.

BRANDS’ RESPONSE TO PANDEMIC ALREADY INFLUENCING PURCHASE Percent who agree I have recently started using a new brand because of the innovative or compassionate way they have responded to the virus outbreak 82 60 52 46 33 30 29 26 24 21 20 19 37% Global 12 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q2. Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 16 and March 26, 2020.

BRANDS’ RESPONSE TO PANDEMIC WILL INFLUENCE FUTURE PURCHASE Percent who agree How well a brand responds to this crisis will have a huge impact on my likelihood to buy that brand in the future 88 79 76 73 70 66 65 64 61 50 45 45 65% Global 12 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q2. Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 17 and March 26, 2020.

MAINTAINING BRAND TRUST DURING THE CORONAVIRUS 4. 1. 2. 3. Communicate with Show up and Don’t act alone Solve, don’t sell emotion, compassion do your part and facts Brands should focus all People are reassured by Brands have a vital role There is strength in efforts on finding positive brand actions to play. Now is not the collaboration. To truly appropriate and and commitments. time to disappear, but to help people during this meaningful solutions to Communicate with show up and use all crisis requires a joining the problems people are empathy to help both your resources and of forces with others, facing today. inform and calm. creativity to make a most critically difference. government. 18

RECORD HIGHS FOR ALL INSTITUTIONS Distrust Neutral Trust Percent trust (10-market average) Government Business Most-trusted 63 institution for 62 the first time 45 36 2012 2013 2014 2015 2016 2017 2018 2019 Jan May 2012 2013 2014 2015 2016 2017 2018 2019 Jan May 2020 2020 2020 2020 Media NGOs 62 55 51 46 2012 2013 2014 2015 2016 2017 2018 2019 Jan May 2012 2013 2014 2015 2016 2017 2018 2019 Jan May 2020 2020 2020 2020 2020 Edelman Trust Barometer Spring Update. 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 19 box, trust. General population, 10-mkt avg.

PANDEMIC PUTS TRUST TO THE TEST

SPRING TRUST BUBBLE BURSTS; BIGGEST LOSS FOR GOVERNMENT - 0 + Distrust Neutral Trust Change, wave to wave Trust Index, 11 countries included in the 2020 Trust Barometer Spring Update (1-49) (50-59) (60-100) +/- Jan 2020 to +/- May 2020 to Government Global 11 May 2020 Jan 2021 S. Korea -17 +16 -17 UK -15 +24 -15 +/- May 2020 to Jan 2021 China -13 +5 -13 61 Government -8 -8 Mexico -12 +12 -12 Media -6 -6 -5 Canada -11 +20 -11 +6 NGOs -6 -6 India +6 -8 -8 Business -3 56 -3 U.S. -6 +9 -6 55 Government was the most Germany -5 +19 -5 trusted institution in May, then lost its lead 6 months later Japan -1 -5 -1 Saudi Arabia -1 +5 -1 Jan 2020 May 2020 Jan 2021 France +2 +13 2 2021 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate 21 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 11-mkt avg.

IN ITALY, TRUST IN GOVERNMENT RISES YEAR-TO-YEAR Percent trust, in Italy - 0 + Distrust Neutral Trust Change, 2020 to 2021 Business Government Media NGOs 59 51 50 48 +3 52 pts TRUST INDEX Change, 2020 to 2021 +2 +10 +1 -1 2021 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate 22 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, Italy.

15 Years of Trust Index 2006 2021 47% 66% Trust in institutions Trust in institutions – Italy Informed Publics ages 35-64 70% NGOs Business Government Media 70% 63% 63% NGO 62% 66% 60% 56% BUS 50% 51% 43% 42% 39% 40% GOV 41% 37% 33% 33% 31% 35% 30% 32% 32% MED 29% 27% 20% 10% 2006 2007 2008 2009 2010 A7-A10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On 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, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in Italy 23

AMONG RESPONDENTS IN ITALY, LACK OF TRUST IN FOREIGN COUNTRIES Distrust Neutral Trust (1-49) (50-59) (60-100) Percent trust in companies headquartered in each country, Percent trust in the national government of each in Italy foreign country, in Italy 75 72 66 64 63 62 61 49 58 57 55 52 38 48 48 45 32 44 23 29 29 28 25 25 2014 2015 2016 2017 2018 2019 2020 2021 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 headquartered in the following countries to do what is right. 9-point scale; top 4 box, trust. Question asked of half of the sample. TRU_GOV. Please indicate how much you trust the national government of each of the following countries 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”. 9- 24 point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, Italy.

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. 25 *Nigeria not included in the global average

PANDEMIC FURTHER FUELS FEARS

NO INSTITUTION ETHICAL 2021 SEEN AS BOTH 2020 35 COMPETENT ANDETHICAL (Competence score, net ethical score), in Italy NGOs (-33, 6) LESS COMPETENT -50 50 COMPETENT Business (5, -6) (-42, -19) Government Media (-29, -20) X Y -69 -43 -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, Italy. For full details regarding how this data was calculated and plotted, please 27 see the Technical Appendix.

Percent who are concerned PANDEMIC ADDED Percent who are fearful TO PERSISTENT 89 PERSONAL AND 78 SOCIETAL FEARS 71 Percent who are concerned, 64 64 and percent who are fearful, in Italy 53 44 34 30 24 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 Losing my Hackers and cyber- concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; COVID-19 freedoms as a attacks top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to citizen half of the sample. General population, Italy. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1-3, 5, 28 and 22-24.

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. 29 *Nigeria not included in the global average

CRISIS OF LEADERSHIP

SOCIETAL LEADERS NOT TRUSTED TO DO WHAT IS RIGHT - 0 + Percent trust, in Italy Distrust Neutral Trust Change, 2020 to 2021 Societal leaders not trusted 72 60 58 39 36 36 35 +5 -3 -2 +4 -5 n/a -13 People in my local Government leaders Journalists Religious leaders CEOs My employer CEO Scientists community 2021 Edelman Trust Barometer. TRU_PEP. 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 31 box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, Italy.

SOCIETAL LEADERS SUSPECTED OF LIES AND MISINFORMATION Percent who worry, in Italy Our government leaders Business leaders are purposely trying to mislead are purposely trying to mislead people by saying things they know are false people by saying things they know are false or gross exaggerations or gross exaggerations 64% 63% 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, 32 how much do you worry about each of the following? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. General population, Italy.

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 Italy 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% 76 My employer My employer more trusted than institutions Business 59 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 51 Media 50 NGOs 48 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 33 box, trust. General population, Italy. Question asked among those who are employed (Q43/1).

SPOKESPEOPLE CREDIBILITY OVER TIME Percent who rate each as very/extremely credible as a source of information about a company, in Italy 63 63 62 62 61 59 57 57 56 61 53 58 58 Academic expert 56 55 54 54 53 A person like yourself 50 46 38 38 Government official 35 35 34 34 33 32 CEOs 36 30 29 29 31 32 30 31 Journalist 29 28 28 27 27 26 27 26 24 21 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 34 population, Italy.

RAGING INFODEMIC FEEDS MISTRUST

TRUST IN ALL INFORMATION SOURCES NEAR RECORD LOWS Percent trust in each source for general news and information, in Italy 73 70 69 69 68 66 65 65 Change Trusted (60-100) 69 2020-2021 61 61 66 57 56 55 -6 59 Search engines* 53 53 53 51 56 49 48 52 47 47 45 Traditional media -13 47 46 45 44 43 38 34 37 Owned media -15 36 30 33 Social media -3 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, Italy. 36 *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”

NEWS ORGANIZATIONS SEEN AS BIASED Percent who agree, in Italy Journalists and reporters Most news organizations The media is not doing well at are purposely trying to are more concerned with being objective and non- partisan mislead people by saying supporting an ideology or things they know are false or political position than with gross exaggerations informing the public 69% 71% 75% 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 37 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, Italy.

IN ITALY, ONLY 1 IN 3 HAVE GOOD INFORMATION HYGIENE Percent in each segment Information hygiene: 37 67%of respondents 35 1. News engagement share or forward news itemsthat they find to be 2. Avoid information echo chambers interesting. 28 3. Verify information Of those, only 38% have good information hygiene 4. Do not amplify unvetted information 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- 38 point scale; top 5 box, several times a month or more. General population, Italy. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix.

HIGH STAKES FOR PUBLIC HEALTH AND THE ECONOMY

VACCINE HESITANCY REMAINS A MAJOR HURDLE 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. 40 *Nigeria not included in the global average

PANDEMIC FEARS IMPEDE RETURN TO WORKPLACE Percent who say each reason is why they are choosing to work from home vs. choosing to return to the workplace, in Italy to work at home return to the office choosing , choosing to , 47%for the following reasons: 53%for the following reasons: COVID-19 risk My employer made me feel safe 56 28 while commuting/in office (net) I am more productive I am more productive 22 37 Enhanced work-life balance 25 Healthy work-life balance 27 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 that are choosing to work from home (Q43/1 AND WRK_CHOICE/3). WHY_OFFICE. Why are you choosing to work at an office or other workplace even though you could work remotely if you wanted to? Select all that apply. 41 Question asked of employees that are choosing to return to their workplace (Q43/1 AND WRK_CHOICE/4). General population, Italy. COVID-19 risk while commuting / in office is a net of WHY_HOME/2-3.

POOR INFORMATION HYGIENE THREATENS PANDEMIC RECOVERY 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 72 72 72 73 70 65 69 70 65 67 67 62 63 63 61 59 59 56 55 57 59 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 42 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.

A NEW MANDATE FOR BUSINESS

BUSINESS EXPECTED TO FILL VOID LEFT BY GOVERNMENT Percent who agree, in Italy 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 65% 57% 55% 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 44 agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Italy.

CEOS MUST LEAD ON SOCIETAL ISSUES Percent in Italy who expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 53 Job automation 31 Local community issues 27 74% Societal issues 24 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 45 asked of half of the sample. General population, Italy. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7.

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 46 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.

LOOKING FOR LEADERSHIP FROM CEOS 2019 Percent who say that Percent who agree CEOs can create positive change in: CEOs should take the lead Equal pay 65 on change rather than waiting for government to impose it Prejudice and discrimination 64 Training for the jobs of tomorrow 64 The environment 56 Personal data 55 +11pts 76% Sexual harassment 47 Fake news 37 2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? 47 Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia).

General Leaders Seen As Underperforming 2016 Population Importance vs. performance of 16 trust-building leadership attributes % % Importance Performance Gap Integrity 40 30 10 Source: 2016 Edelman Trust Exhibits highly ethical behaviors 40 29 11 Barometer. Q462-478 How important is each of the following attributes to Takes responsible actions to address an issue or crisis 38 31 7 building your trust in CEOs? (Top 2 Behaves in a way that is transparent and open Box, Important) Q479-495 Please rate 43 29 14 CEOs on how well you think they are Engagement 36 28 8 performing on each of the following attributes. Use a 9-point scale where Treats employees well 39 29 10 one means they are “performing extremely poorly” and nine means Listens to customer needs and feedback 37 29 8 they are “performing extremely well.” Places customer ahead of profits 30 26 4 CEO questions use the same scales as the business questions. (Top 2 Communicates frequently and honestly on the state of their company 38 27 11 Box, Performance) General Population, Italy. Products 39 33 6 Places a premium on offering high quality products or services 42 34 8 Is focused on driving innovation and introducing new products/services/ideas 36 32 4 Purpose 34 28 6 Is dedicated to protecting and improving the environment 34 26 8 Ensures that the company creates programs that positively impact the local community in which it 37 32 5 operates Ensures that the company addresses society's needs in its everyday business 37 27 10 Ensures that the company partners with NGOs, government and third parties to address societal 29 26 3 issues Operations 31 27 4 Attracts and retains a highly-regarded and widely admired top leadership team 38 31 7 Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 22 21 1 48 Manages the company in a way that delivers consistent financial returns 32 29 3

General Personal Values and History Matter Population Percent who agree that each type of information 2016 is important in building trust in a CEO 80% 74% 72% 70% Their personal values Their education and The obstacles Their personal how it shaped them they have overcome success story Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct 49 Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Italy, question asked of half the sample.

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree, in Italy of those who 71% 58% are employed 53% 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 50 employee (Q43/1). General population, Italy.

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 Business, government, NGOs CEOs must lead on issues Societal leaders must have the All institutions must provide and others must find a from sustainability and courage to provide straight truthful, unbiased, reliable common purpose and take systemic racism to upskilling. talk, but also empathize and information. collective action to solve Act first, talk after. address people’s fears. societal problems. 51

SECTORS’ CREDIBILITY

TRUST DECLINES IN 10 OF 15 SECTORS Percent trust in each sector, in Italy + - 0 Distrust Neutral Trust Change, 2020 to 2021 64 64 65 66 69 57 57 58 58 59 61 53 53 54 42 36 n/a +1 -4 -4 -3 -4 -7 -2 +2 -5 +2 -7 -6 +3 +5 -1 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 53 to half of the sample. General population, Italy.

INDUSTRY SECTORS OVER TIME + - 0 Percent trust in each sector, in Italy Distrust Neutral Trust Change, 2012 to 2021 10yr. Industry 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Trend Technology 79 72 78 77 78 79 78 78 70 69 -10 Healthcare - - - - 50 54 57 59 61 66 n/a Food and beverage 67 59 63 64 64 64 62 65 62 65 -2 Consumer packaged goods 62 55 58 59 57 62 60 62 59 61 -1 Entertainment - 58 66 66 64 65 66 68 64 59 n/a Telecommunications 61 53 57 60 60 62 57 61 56 58 -3 Automotive 56 54 63 64 54 63 58 66 61 57 +1 Energy 58 49 54 56 56 59 62 62 57 54 -4 Financial services 32 26 32 36 40 41 43 41 41 42 +10 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 54 to half of the sample. General population, Italy.

Technology remains most trusted industry sector globally EU less trusting of most industries Technology 80% 77% 92% Biotech 64% 62% 78% Automotive 64% 58% 65% Retail 62% 60% 65% Food 62% 58% 62% Energy 62% 53% 65% Health care industry 61% 60% 55% Pharmaceuticals 58% 50% 35% CPG manufacturers 57% 54% 58% Entertainment 56% 57% 66% Banks 50% 32% 31% Media companies 46% 38% 42% 33% 29% Insurance 44% Significant at 95% confidence level A26-38. Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-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) Informed publics ages 25-64 in 22 countries, the EU, and Italy 55

ITALY KEY TAKEAWAYS 1 2 3 4 TANGIBLE ACTION MULTI- CEOS MUST GET YOUR OWN NEEDED TO STAKEHOLDERS DEMONSTRATE HOUSE IN ORDER, PRESERVE TRUST COLLABORATION PUBLIC ADVOCATE AND FOR THE LONG ON SOLUTIONS IS LEADERSHIP USING EDUCATE TERM URGENTLY NEEDED THEIR POWER TO INFLUENCE AND CREATE CHANGE 56