Country Report Trust in Singapore

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

2020 2021 YtY General population General population Change +2 54 Global 27 56 Global 27 TRUST INDEX IN 82 China 77 India -2 SINGAPORE RISES Record year-over- 72 China -10 79 India year decline in 72 Indonesia -1 73 Indonesia China’s Trust Index BY 6 POINTS 69 Saudi Arabia +8 66 Thailand 68 Singapore +6 65 UAE 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

A STRONG TRUST ECOSYSTEM IN SINGAPORE, LED BY GOVERNMENT Percent trust - 0 + Distrust Neutral Trust Business more trusted Change, 2020 to 2021 than government in 18 of 27 countries Business NGOs Government Media 61 57 53 51 +2 56 pts GLOBAL TRUST +2 -1 +3 +2 INDEX Change, l 2020 to 2021 Government NGOs Business Media 76 70 65 62 +6 pts 68 SG TRUST INDEX Change, +6 +6 +7 +7 2020 to 2021 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 5 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg and Singapore.

IN SINGAPORE, ALL ETHICAL 2021 INSTITUTIONS SEEN 2020 35 AS BOTH COMPETENT Government (11, 32) ANDETHICAL NGOs (9, 29) (Competence score, net ethical score), in Singapore Media Business (2, 17) (15, 13) LESS COMPETENT -50 50 COMPETENT -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, Singapore. For full details regarding how this data was calculated and plotted, 6 please see the Technical Appendix.

PANDEMIC PUTS TRUST TO THE TEST

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. 8 *Nigeria not included in the global average

Percent who are concerned PANDEMIC ADDED Percent who are fearful TO PERSISTENT 90 PERSONAL AND 76 SOCIETAL FEARS 73 Percent who are concerned, 65 65 and percent who are fearful, in Singapore 54 29 29 26 25 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 Climate change Losing my Contracting concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; cyber-attacks freedoms as a COVID-19 top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to citizen half of the sample. General population, Singapore. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1- 9 3, 5, and 22-24.

PANDEMIC ACCELERATES JOB LOSS FEARS Percent who agree, in Singapore As a result of the pandemic, a portion of I worry that the pandemic will accelerate my organization’s workforce has seen the rate at which companies replace their work hours reduced or their human workers with AI and robots jobs eliminated A large percentage A small percentage 63% 62% 23 40 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 10 you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Singapore.

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. 11 *Nigeria not included in the global average

A LOSS OF TRUST IN PEOPLE IN MY LOCAL COMMUNITY - 0 + Percent trust, in Singapore Distrust Neutral Trust Change, 2020 to 2021 Employer CEO more trusted than CEOs in general 73 62 60 60 57 56 54 +3 +2 -1 n/a -9 -2 +1 People in my local CEOs Journalists Religious leaders My employer CEO Government leaders 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 12 box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, Singapore.

INCREASED Change in importance since last More Less URGENCY TO Net change year, in Singapore Important Important ADDRESS Improving our healthcare system 59 12 +47 FOUNDATIONAL PROBLEMS Addressing poverty in this country 54 13 +41 Change in importance since last year Addressing climate change 54 15 +39 (more important minus less important) Finding ways to combat fake news 53 14 +39 Addressing discrimination, racism 48 14 +34 Closing the economic and social divide 49 15 +34 Protecting people's individual freedoms 48 15 +33 Improving our education system 45 16 +29 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, Singapore. Net change is the difference between 13 more and less important.

RAGING INFODEMIC FEEDS MISTRUST

CONCERN THAT SOCIETAL LEADERS COULD DELIBERATELY MISLEAD PEOPLE Percent who worry, in Singapore 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 50% 53% 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, 15 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, Singapore.

CREDIBILITY OF EXPERTS AND COMPANY SPOKESPEOPLE DECLINES Percent who rate each as very/extremely credible - 0 + Change, 2020 to 2021 All-time low as a source of information about a company, in Singapore 56 55 55 51 45 44 42 39 38 -5 -9 +5 +2 +3 -3 -4 +6 -6 Academic expert Company Government A person like NGO CEO Board of directors Journalist Regular employee technical expert official yourself representative 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 16 population, Singapore.

TRUST IN INFORMATION SOURCES NEARS RECORD LOWS Percent trust in each source for general news and information, in Singapore 75 70 71 70 68 63 64 64 Change 62 Trusted (60-100) 67 66 2020-2021 63 59 55 62 62 62 62 62 56 +2 Search engines* 57 48 48 47 45 45 45 45 49 43 41 46 45 46 Traditional media -8 45 42 43 41 41 41 Owned media -2 Social media +1 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, Singapore. 17 *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”

NEWS ORGANISATIONS SEEN AS BIASED Percent who agree, in Singapore Journalists and reporters Most news organisations The media is not doing well at could be purposely trying are more concerned with being objective and non- partisan to mislead people by saying supporting an ideology or things they know are false or political position than with gross exaggerations informing the public 57% 57% 49% 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 18 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, Singapore.

LESS THAN 1 IN 5 HAVE GOOD INFORMATION HYGIENE Percent in each segment Information hygiene: 46 60%of respondents 1. News engagement share or forward news itemsthat they find to be 2. Avoid information echo 36 chambers interesting. 3. Verify information Of those, only 18% have good information hygiene 4. Do not amplify 18 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- 19 point scale; top 5 box, several times a month or more. General population, Singapore. 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 Net change Important Important LITERACY NOW Singapore... MATTERS MORE Prioritising my family and their needs 62 13 +49 Change in importance since last year (more important minus less important) media and Increasing my 49 12 +37 information literacy 49 12 science literacy +37 Increasing my Being politically aware 48 14 +34 Speaking out when I see need for 37 17 +20 changes and reforms 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, Singapore. Net change is the difference between more and less 20 important.

A NEW MANDATE FOR 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 Singapore 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% 73 My employer My employer more trusted than institutions Government 76 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 NGOs 70 Business 65 Media 62 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 22 box, trust. General population, Singapore. Question asked among those who are employed (Q43/1).

EMPLOYER MEDIA AMONG MOST BELIEVABLE SOURCES Percent who believe information from each source automatically, or after seeing it twice or less, in Singapore National My employer Media reports, Major Advertising Media reports, My social media Communications from… government named source corporations anonymous source 61 60 58 53 Nr. of times they need to see 46 the information repeated 45 42 before believing it: 47 Once or twice 50 49 47 If I see it here, I will 41 39 38 automatically assume it is true 14 10 9 6 5 6 4 I will never believe it is true 5 5 7 11 16 14 20 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, Singapore. 23 “Employer communications” only shown to those that are an employee (Q43/1).

EMPLOYEE EXPECTATIONS Change in importance as an employer attribute since the More Less SHIFT: SAFETY Net change Important Important start of the year in Singapore... AND UPSKILLING Keep workers, customers safe 59 12 +47 MATTER MORE Change in importance since last year (more important minus less important) Having the option to WFH, even 56 14 +42 after the pandemic is over Job skills training programs 55 14 +41 Regular employee communications 54 14 +40 2021 Edelman Trust Barometer. EMP_IMP_VAL. When considering Diverse, representative workforce 52 12 +40 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, Singapore. Net change is the difference between more and 24 less important.

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree, in Singapore of those who 67% 63% are employed 54% 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 25 employee (Q43/1). General population, Singapore.

CEOS EXPECTED TO BE ACCOUNTABLE TO THE PUBLIC, NOT JUST SHAREHOLDERS Percent who agree, in Singapore 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 77% 71% 72% 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 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 26 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, Singapore.

CEOS MUST LEAD ON SOCIETAL ISSUES Percent in Singapore who expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 52 Job automation 51 Local community issues 42 88% Societal 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 27 asked of half of the sample. General population, Singapore. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7.

KEY TAKEAWAYS FOR BUILDING ON A TRUST FOUNDATION 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. 28

SUPPLEMENTAL DATA

TRUST IN BUSINESS INCREASES IN 17 OF 27 COUNTRIES - 0 + Percent trust Distrust Neutral Trust Change, 2020 to 2021 Trusted in 16 countries 78 82 68 69 69 70 71 73 62 63 63 65 67 67 61 56 56 59 61 61 50 51 52 54 54 55 46 47 34 +2 -1 -3 +2 +3 +1 +2 +6 +4 +7 +4 +3 +2 -3 +3 n/a +11 -3 +7 -6 -1 +4 +6 +7 -12 -1 +8 -1 0 2021 Edelman Trust Barometer. TRU_INS. [Business in general] 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. 30 *Nigeria not included in the global average

TRUST IN NGOS DECREASES IN 11 OF 27 COUNTRIES - 0 + Percent trust Distrust Neutral Trust Change, 2020 to 2021 Trusted in 13 countries 74 78 65 65 65 67 68 69 70 59 60 61 62 64 57 51 51 52 53 55 55 56 56 46 48 49 50 40 25 -1 0 0 +3 -1 +1 0 -8 -6 -6 +3 0 +1 -3 -9 -10 +1 +7 +8 -2 -9 n/a +1 -6 0 +4 +6 +2 -2 2021 Edelman Trust Barometer. TRU_INS. [NGOs in general] 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. 31 *Nigeria not included in the global average

TRUST IN GOVERNMENT INCREASES IN 18 OF 27 COUNTRIES - 0 + Percent trust Distrust Neutral Trust Change, 2020 to 2021 Distrusted in 13 countries 79 80 82 82 76 65 69 70 59 59 61 53 48 50 50 51 51 42 44 45 34 34 37 38 39 30 33 24 27 +3 n/a +7 -4 0 +1 +4 -6 +4 +2 +3 0 +9 +7 +15 -1 +10 -9 +9 +14 +17 +7 +10 -5 +6 -2 +4 -8 +4 2021 Edelman Trust Barometer. TRU_INS. [Government in general] 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. 32 *Nigeria not included in the global average

TRUST IN MEDIA INCREASES IN 15 OF 27 COUNTRIES + - 0 Percent trust Distrust Neutral Trust Change, 2020 to 2021 Distrusted in 13 countries 69 70 72 60 61 61 62 62 51 51 52 53 54 55 56 45 48 50 39 40 42 42 42 42 44 36 37 37 29 +2 +1 -1 0 +2 -9 -3 0 +5 +2 0 n/a -3 +4 +1 +12 +3 -6 +1 -1 +3 +14 -3 +3 +9 +7 -4 -10 +3 2021 Edelman Trust Barometer. TRU_INS. [Media in general] 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. 33 *Nigeria not included in the global average

AMONG RESPONDENTS IN SINGAPORE, TRUST INCREASE FOR BRAND CHINA 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 Singapore foreign country, in Singapore 81 80 78 77 77 76 72 75 75 75 73 72 71 71 70 69 6969 66 68 68 66 66 66 59 58 65 65 65 65 64 60 59 55 54 42 41 44 36 35 34 31 31 26 23 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- 34 point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, Singapore.

TRUST INCREASES IN 9 OF 16 COUNTRY BRANDS Trust in companies headquartered in each country, in Singapore + - 0 Distrust Neutral Trust Change, 2020 to 2021 All-time low 72 76 62 63 65 66 66 67 60 53 53 54 39 42 42 44 +11 +8 +14 +9 +4 +8 -1 +4 -3 +6 +1 -1 0 -2 -2 -4 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 35 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, Singapore.

SPOKESPEOPLE CREDIBILITY OVER TIME Percent who rate each as very/extremely credible as a source of information about a company, in Singapore 64 61 61 60 58 58 58 57 56 Academic expert 55 55 54 52 52 53 55 50 50 49 53 Government official 48 51 51 51 51 49 50 45 45 47 A person like yourself 47 47 46 46 45 45 44 43 41 CEOs 39 33 39 33 36 Journalist 35 27 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 36 population, Singapore.

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. 37 *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 Singapore to work at home return to the office choosing , choosing to , 71%for the following reasons: 29%for the following reasons: COVID-19 risk My employer made me feel safe 55 23 while commuting/in office (net) I am more productive I am more productive 29 34 Enhanced work-life balance 36 Healthy work-life balance 26 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. 38 Question asked of employees that are choosing to return to their workplace (Q43/1 AND WRK_CHOICE/4). General population, Singapore. 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 70 72 73 70 65 69 65 67 67 59 62 63 59 63 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 39 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.

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 +/- 0.6% total sample Age, Education, +/- 1.3% total sample Global 31,050 Age, Gender, Region 6,000 +/- 0.8% half sample Gender +/- 1.8% half sample China and +/- 2.9% total sample Age, Education, +/- 4.4% total sample 1,150 Age, Gender, Region 500 U.S. +/- 4.1% half sample Gender +/- 6.2% half sample +/- 2.9% total sample Age, Education, +/- 9.8% total sample Nigeria 1,150 Age, Gender, Region 100 +/- 4.1% half sample Gender +/- 13.9% half sample All other +/- 2.9% total sample Age, Education, +/- 6.9% total sample 1,150 Age, Gender, Region 200 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. *** 41

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. Internet Internet Internet Languages Languages Languages Penetration* Penetration* Penetration* English, Global - 83% Indonesia Indonesian 63% Singapore 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% English, Canada 94% Japan Japanese 94% Thailand Thai 82% French Canadian The China Simplified Chinese 59% Malaysia Malay 81% 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% English, Germany German 96% Russia Russian 81% U.S. 90% Localized Spanish India English, Hindi 41% Saudi Arabia English, Arabic 92% 42 *Data source: http://www.internetworldstats.com/stats.htm as of 1/12/21

1. News engagement (does one or more of these several times a week or more) 2021 EDELMAN TRUST BAROMETER • “Read, view or listen to news and information produced by major news organizations or publications at the original source” MED_SEG_OFTr1 HOW WE MEASURED • “Read news and information from major news organizations sent to me by others or pushed to me on a news feed, social network platform or application” MED_SEG_OFTr2 INFORMATION HYGIENE • “Read, view or listen to news and information put out by major corporations regarding important social and political issues and events” MED_SEG_OFTr16 To determine whether respondents practiced good • “Listen to podcasts or read newsletters or blog posts put out by independent individuals whom I information hygiene, we measured four dimensions: trust to keep me informed about important issues, but who do not work for a news media 1. Regular engagement with news: Do they stay informed? 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” MED_SEG_OFTr15 (several times a week or more) categorized based on their performance across the four dimensions: • “When someone you know sends you some information that supports a position you believe, which of the following do you typically do with it?” POS_BEL (use fact-checking sites and/or • Good: Performs well on three or more dimensions 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 43

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 Highly effective agent of Completely ineffective agent Respondents were asked: Purpose-Driven positive change of positive change In thinking about why you do or do not trust [INSTITUTION], Honest Honest and fair Corrupt and biased please specify where you think they fall on the scale between the two opposing descriptions. (Please use the Has a vision for the future Does not have a vision for the Vision 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 44

2021 EDELMAN TRUST BAROMETER Full list of behaviors examined (top 5 highlighted in bold) 1. Meeting your overall expectations for how they should be responding to the health and public safety aspects of the HOW WE CALCULATED INCREASED COVID-19 pandemic 2. Meeting your overall expectations for how they should be LIKELIHOOD TO TRUST BUSINESS 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 effective responses possible to our societal challenges Respondents were asked to evaluate the performance of business as an institution 4. Stepping in to fill leadership voids and policy gaps left by against a variety of behavioral expectations. These performance scores were then 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 our people and communities well, would provide the greatest boost to trust in business. 6. Identifying and addressing systemic inequalities, unfair treatment, The top five performance drivers of trust, defined in terms of marginal effect on and prejudices within society and in the business world likelihood to trust associated with doing that behavior well, are displayed on the 7. Shaping our culture for the better by inspiring positive change in slide. 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 12. Driving the economic prosperity of our country Respondents were asked: 13. Working to ensure that our workers have the skills necessary to be competitive in the global job market How well do you feel business is currently doing 14. Investing in the local communities where they are headquartered each of the following? Please indicate your answer or have large production facilities/offices using the 5-point scale below where 1 means the 15. Taking a long-term perspective when making business institution is “failing at this” and 5 means the decisions versus focusing on short-term profits institution is “doing this very well”. 16. Embracing sustainable practices across their business 45

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 Sr. Research Manager Cody Armstrong Kirsty Graham Dave Samson Research Coordinators Nick Maxwell Global Marketing Vanessa Pymble Giuseppe Bovenzi Mike Bush Abbey Fox Polly Mingledorff 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

DIVIDER IMAGE CREDITS Slide 14 Raging Infodemic Feeds Mistrust A protester holds a placard during the Irish Freedom Party an anti-vaccination and anti-lockdown rally outside the Custom House, on day 39 of the nationwide Level 5 lockdown. On Saturday, November 28, 2020, in Dublin, Ireland: Artur Widak / NurPhoto via Getty Images 47