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Country Report Trust in the U.S.

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

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 -5 -1 -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 5 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 11-mkt avg.

U.S. TRUST DECLINES ACROSS ALL INSTITUTIONS FOLLOWING SPRING SURGE + - 0 Percent trust, in the U.S. Distrust Neutral Trust Change, wave to wave (1-49) (50-59) (60-100) Business Government NGOs Media Business trust least volatile 56 56 -2 54 +6 +6 -6 50 50 50 50 +2 48 48 -5 -6 45 +9 42 39 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 2021 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. 6 General population, U.S.

BUSINESS BECOMES MOST TRUSTED INSTITUTION IN THE U.S. - 0 + Distrust Neutral Trust Change, 2020 to 2021 Percent trust, in the U.S. Business NGOs Media Government 54 50 +1 45 42 48 pt TRUST INDEX Change, 2020 to 2021 +4 0 -3 +3 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 7 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, U.S.

BUSINESS NOW ONLY ETHICAL 2021 INSTITUTION SEEN AS 2020 35 BOTH COMPETENT ANDETHICAL (Competence score, net ethical score), in the U.S. NGOs (-13, 9) Business (11, 6) LESS COMPETENT -50 50 COMPETENT Media (-30, -5) Government (-40, -17) -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, U.S.For full details regarding how this data was calculated and plotted, please 8 see the Technical Appendix.

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 U.S. 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% 72 My employer My employer more trusted than institutions Business 54 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 50 Media 45 Government 42 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 9 box, trust. General population, U.S. Question asked among those who are employed (Q43/1).

2020 2021 YtY General population General population Change 56 Global 27 +2 54 Global 27 A TRUST 82 China 77 India -2 RECKONING Record year-over- 72 China -10 79 India year decline in 72 Indonesia -1 73 Indonesia China’s Trust Index FOR CHINA 69 Saudi Arabia +8 66 Thailand 68 Singapore +6 65 UAE AND THE U.S. 67 UAE +2 62 Mexico 66 Malaysia +6 62 Singapore Trust Index 63 The Netherlands +6 61 Saudi Arabia - 0 + 61 Thailand -5 60 Malaysia Distrust Neutral Trust Change, 2020 to 2021 59 Australia +12 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 48 Colombia -5 53 47 Australia 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 47 S. Korea -3 45 Spain 45 Spain 0 44 S. Africa 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 42 UK 40 Japan -2 much you trust that institution to do what is right. 9-point scale; top 4 10 box, trust. General population, 27-mkt avg. +1 30 Russia 31 Russia

2021 Edelman Trust Barometer U.S. Post-Election Supplement HYPERPARTISANSHIP DRIVES TRUST CHASM - 0 + Percent trust among Biden and Trump voters in the 2020 U.S. Presidential election, Distrust Neutral Trust Change, Nov 2020 – Dec 2020 and change from November to December Business NGOs Government Media 57 55 54 45 0 53 Biden voters TRUST INDEX +3 -1 +2 -3 l Trust gap, Biden voters vs. 19 0 20 15 39 Trump voters Trump voters far less 55 trusting of media -13 34 30 34 18 TRUST INDEX Trump voters -6 -13 -16 -15 l 2021 Edelman Trust Barometer U.S. Post-Election Supplement. 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 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. VOTE. Whom did you vote for in the 2020 United States 11 Presidential election? General population, U.S. among respondents that intended to vote for or did vote for Biden or Trump.

GLOBAL AUDIENCES DISTRUST U.S. GOVERNMENT AND BUSINESS 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 foreign country Global 22 Global 27 71 69 68 68 65 61 64 63 62 61 53 58 56 54 40 51 51 48 30 39 37 36 35 34 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. General population, 22-mkt avg. 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 12 “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, 27-mkt avg.

AMONG U.S. RESPONDENTS, LACK OF TRUST IN FOREIGN COUNTRIES Distrust Neutral Trust (1-49) (50-59) (60-100) Percent trust in companies headquartered in each Percent trust in the national government of each country, in the U.S. foreign country, in the U.S. 70 69 66 65 65 62 61 59 58 58 58 56 55 51 54 52 51 21 29 26 26 22 22 U.S. not shown to U.S. respondents 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- 13 point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, U.S.

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. 14 *Nigeria not included in the global average

PANDEMIC FURTHER FUELS FEARS

Percent who are concerned PANDEMIC ADDED Percent who are fearful TO PERSISTENT PERSONAL AND 81 SOCIETAL FEARS Percent who are concerned, 67 and percent who are fearful, 61 60 60 in the U.S. 53 35 34 31 31 2021 Edelman Trust Barometer.POP_EMO. Some people say they worry about many things while others say they have few Job loss Hackers and Climate change Contracting Losing my concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; (net) cyber-attacks COVID-19 freedoms as top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to a citizen half of the sample.General population, U.S. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1-3, 5, 16 and 22-24.

PANDEMIC ACCELERATES JOB LOSS FEARS Percent who agree, in the U.S. As a result of the 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 59% 53% 29 30 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, U.S. 17

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. *Nigeria not included in the global average 18

INCREASED Change in importance More Less URGENCY TO Net change since last year, in the U.S. Important Important ADDRESS Improving our 60 9 healthcare system +51 FOUNDATIONAL PROBLEMS Finding ways to combat 57 11 fake news +46 Change in importance since last year Protecting people’s individual freedoms +45 56 11 (more important minus less important) Improving our education system +43 54 11 Addressing in this country 53 12 poverty +41 Closing the 51 13 economic and social divide +38 Addressing 51 17 climate change +34 Addressing 49 16 discrimination and racism +33 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, U.S. Net change is the difference between more and less important. 19

CRISIS OF LEADERSHIP

IN THE U.S., SOCIETAL LEADERS NOT TRUSTED TO DO WHAT IS RIGHT - 0 + Percent trust, in the U.S. Distrust Neutral Trust Change, 2020 to 2021 Societal leaders not trusted More likely to trust what is local 69 62 60 49 48 47 33 -4 +7 -6 -2 n/a -9 -6 l l My employer People in my local Government leaders CEOs Journalists Religious leaders Scientists CEO 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 21 box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, U.S.

2021 Edelman Trust Barometer U.S. Post-Election Supplement EMPLOYER CEOS TRUSTED - BY BOTH TRUMP AND BIDEN VOTERS 0 + Distrust Neutral Trust Change, Nov 2020– Percent trust among Biden and Trump voters in the 2020 U.S. Presidential election Dec 2020 My employer Government CEOs Journalists CEO leaders 68 63 45 41 Biden voters +9 -7 +3 +12 Trust gap, Biden voters vs. 7 6 42 17 Trump voters 61 35 21 28 Trump voters -2 -13 -15 -12 l l l 2021 Edelman Trust Barometer U.S. Post-Election Supplement. 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 box, trust. “My employer CEO” asked of those who are employed (Q43/1). VOTE. Whom did you vote for in the 2020 United States Presidential election? General 22 population, U.S. among respondents that intended to vote for or did vote for Biden or Trump.

2021 Edelman Trust Barometer U.S. Post-Election Supplement BIPARTISAN AGREEMENT THAT POLITICAL POLARIZATION HAS REACHED A DANGER POINT IN THE U.S. Percent who agree, in the U.S. The degree of political and ideological polarization in this country has gotten so extreme that Biden voters Trump voters I believe the U.S. is in the midst of a cold civil war 64 58 57% 2021 Edelman Trust Barometer U.S. Post-Election Supplement. ELECT_AGR. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 23 VOTE. Whom did you vote for in the 2020 United States Presidential election? General population, U.S. among respondents that voted for Biden or Trump.

SOCIETAL LEADERS SUSPECTED OF LIES AND MISINFORMATION Percent who worry, in the U.S. 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 62% 56% 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, 24 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, U.S.

SPOKESPEOPLE LOSE CREDIBILITY Percent who rate each as very/extremely credible as a source of information about a company, in the U.S. - 0 + Change, 2020 to 2021 All-time low 54 54 52 44 40 39 38 36 36 -8 -3 -8 +1 -3 -14 +2 0 +8 l l A person Academic Company NGO Journalist Regular CEO Board of Government like yourself expert technical expert representative employee directors official 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 25 population, U.S.

RAGING INFODEMIC FEEDS MISTRUST

TRUST IN TRADITIONAL, SEARCH AND SOCIAL MEDIA AT RECORD LOWS Percent trust in each source for general news and information, in the U.S. 65 Trusted (60-100) 59 58 57 58 57 56 56 Change 59 52 2020-2021 56 56 55 54 55 53 52 48 51 Search engines* -7 43 46 42 40 35 35 35 34 41 Traditional media 40 -10 30 33 36 28 33 32 32 32 27 Owned media 30 -2 27 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, U.S. 27 *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 the U.S. Journalists and reporters Most news organizations The media is notdoing 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 56% 58% 60% 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, U.S. 28

EMPLOYER MEDIA MOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less, in the U.S. My employer Media reports, Major National Advertising Media reports, My social media Communications from… named source corporations government anonymous source 54 Nr. of times they need to see 49 47 47 the information repeated 41 40 before believing it: Once or twice 42 30 40 38 38 If I see it here, I will 33 33 automatically assume it is true 25 12 9 9 9 8 7 5 I will never believe it is true 10 15 20 19 27 25 39 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 needto 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, U.S. “Employer communications” only shown to those that are an employee (Q43/1). 29

INFORMATION AND Change in importance SCIENCE LITERACY More Less since the start of the year Net change Important Important PRIORITIES in the U.S… RELATIVE TO 2020 Prioritizing my family and their needs +47 57 10 Change in importance since last year (more important minus less important) Being politically aware +44 53 9 media and Increasing my +38 48 10 information literacy Speaking out when I see the +35 46 11 need for changes and reforms science literacy +32 44 12 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, 30 U.S. Net change is the difference between more and less important.

IN THE U.S., LESS THAN 1 IN 4 HAVE GOOD INFORMATION HYGIENE Percent in each segment Information hygiene: 45 52% of respondents 1. News engagement share or forward news items that they find to be 2. Avoid information echo chambers interesting 34 3. Verify information Of those, only 25% have good information hygiene 4. Do not amplify unvetted information 22 Poor Moderate Good information hygiene information hygiene information hygiene 2021 Edelman Trust Barometer. Information Hygiene Scale. MED_SEG_OFT. How often do you engage in the following activities related to news and information?I ndicate your answer using the 7-point scale below. 7-point scale; top 5 box, several times a month or more. General population, U.S.For full details on how the Information Hygiene Scale was built, please refer to the 31 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. 33 *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 the U.S. choosing to work at home, choosing to return to the office, 60% 40% for the following reasons: for the following reasons: COVID-19 risk My employer made me feel safe 54 32 while commuting/in office (net) I am more productive I am more productive 14 52 Enhanced work-life balance 24 Healthy work-life balance 23 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. 34 Question asked of employees that are choosing to return to their workplace (Q43/1 AND WRK_CHOICE/4). General population, U.S. 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 16 countrieswith double-digit gaps Those with poor 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 35 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 the U.S. 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 63% 61% 64% 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, sumof 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, U.S. 37

CEOS MUST LEAD ON SOCIETAL ISSUES In the U.S., percent who expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 50 Job automation 44 Societal issues 36 78% Local community issues 32 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, U.S. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7. 38

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 39 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.

EMPLOYEE EXPECTATIONS SHIFT: SAFETY Change in importance as an employer attribute AND UPSKILLING since the start of the year More Less Net change Important Important in the U.S… MATTER MORE Change in importance since last year Keep workers, customers safe +47 58 11 (more important minus less important) Diverse, representative workforce 53 9 +44 Regular employee communications 53 12 +41 Job skills training programs +37 49 12 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, U.S.Net change is the difference between more and less important. 40

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree, in the U.S. of those who 65% 61% are employed 52% 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 ofhalf 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 41 employee (Q43/1). General population, U.S.

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. 42

Freedomis the freedom to say that two plus two make four. If that is granted, all else follows. —George Orwell 43

SUPPLEMENTAL DATA

U.S. TRUST ACROSS RACE AND ETHNICITY Percent trust - 0 + Distrust Neutral Trust Change, 2020 to 2021 Government Business 57 54 53 52 50 47 44 40 +2 0 +10 +3 +2 +1 +6 -1 White Black Latinx Asian White Black Latinx Asian American American Media NGOs 58 55 52 52 52 49 42 42 -2 -2 +3 -8 0 0 +6 -1 White Black Latinx Asian White Black Latinx Asian American American 2021 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. 45 General population, U.S. among Non-Hispanic White, Black, Latinx and Asian American populations.

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. 46 *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 institutiontodo what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. 47 *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. 48 *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. 49 *Nigeria not included in the global average

IN THE U.S., GREATEST TRUST DECLINES IN TECH AND RETAIL, GREATEST TRUST GAIN IN HEALTHCARE + - 0 Percent trust in each sector, in the U.S. Distrust Neutral Trust Change, 2020 to 2021 60 61 63 64 65 54 55 57 57 57 58 59 59 49 50 37 n/a -4 -5 -2 -1 -4 -3 -9 -7 -2 -3 -1 +1 +1 +8 +2 lllllllllll 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 50 to half of the sample. General population, U.S.

INDUSTRY SECTORS OVER TIME + - 0 Percent trust in each sector, in the U.S. Distrust Neutral Trust Change, 2012 to 2021 10yr. Industry 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Trend Food and beverage 70 64 69 68 70 73 69 71 63 65 -5 Healthcare - - - - 59 62 53 61 56 64 n/a Consumer packaged goods 64 60 66 64 66 68 67 69 61 60 -4 Automotive 60 61 65 60 59 66 62 70 61 57 -3 Energy 54 53 56 59 61 65 63 65 60 57 +3 In the U.S., trust in Technology 78 70 75 73 73 75 74 73 66 57 -21 technology at an all time low; not trusted Telecommunications 58 55 62 59 62 66 66 64 56 55 -3 for the first time Financial services 41 43 50 51 54 60 58 58 56 54 +13 Entertainment - 53 61 61 64 64 55 62 55 50 n/a 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 51 to half of the sample. General population, U.S.

TRUST INCREASES IN 12 OF 16 COUNTRY BRANDS Trust in companies headquartered in each country, in the U.S. + - 0 Distrust Neutral Trust Change, 2020 to 2021 All-time low 60 64 65 54 55 58 58 50 51 52 52 38 43 34 37 26 +4 -1 +9 +4 +5 +4 +5 +9 0 +2 +2 +5 0 +6 0 +6 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 52 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, U.S.

SPOKESPEOPLE CREDIBILITY OVER TIME Percent who rate each as very/extremely credible as a source of information about a company, in the U.S. 69 69 68 68 66 64 62 62 62 62 67 64 57 A person like yourself 61 61 59 54 59 57 Academic expert 54 46 45 Journalist 43 43 40 40 39 38 43 CEOs 37 37 36 36 38 36 34 Government official 36 30 35 30 34 28 30 29 29 29 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 53 population, U.S.

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. *** 55

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% 56 *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 57

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 58

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 59

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

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DIVIDER IMAGE CREDITS Slide 4 Pandemic Puts Trust to the Test People wear face masks as they wait at Hankou Railway Station on January 22, 2020 in Wuhan, China: Getty Images Slide 13 Pandemic Further Fuels Fears Indian paramilitary troopers wearing a protective suit distribute free food for migrant laborers during a government-imposed nationwide lockdown on the outskirts of Srinagar: Tauseef Mustafa / AFP via Getty Images Slide 18 Crisis of Leadership U.S. President Donald Trump speaks in the briefing room at the White House on November 5, 2020 in Washington, DC. Votes are still being counted two days after the presidential election as incumbent Trump is in a close race against challenger Democratic presidential nominee Joe Biden, which remains too close to call: Chip Somodevilla/ Getty Images UK Prime Minister Boris Johnson speaks and takes questions during a press conference in Downing Street regarding the coronavirusoutbreak, on March 9, 2020. in London, England: Alberto Pezzali/ WPA Pool/Getty Images Andres Manuel Lopez Obrador, Mexico's president, speaks during a news conference at the National Palace in Mexico City, Mexico, on Wednesday, Nov. 25, 2020. Lopez Obradorreiterated Wednesday that hell wait until the U.S. presidential election process is fully concluded before he congratulates a winner: Cegarra/ Bloomberg via Getty Images President of Brazil Jair Bolsonaro and Health Minister Nelson Teich speak during a press conference to announce Teichas newly appointed Health Minister amidst coronavirus (COVID-19) pandemic at the PlanaltoPalace on April, 16, 2020 in Brasilia. President Bolsonaro has fired outgoing Minister of Health Luiz Henrique Mandettaover differences in coronavirus strategy. Brazil has over 30,000 confirmed positive cases of Coronavirus and 1942 deaths: Andressa Anholete/ Getty Images Slide 24 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 / NurPhotovia Getty Images Slide 30 High Stakes for Public Health and the Economy Local response to Coronavirus is felt on a street-by-street level as restaurants, shops and small businesses are closed up with their shutters pulled down on LadypoolRoad in Birmingham, England: Mike Kemp / In Pictures via Getty Images Slide 34 A New Mandate for Business Female cashier working at supermarket attending a woman customer. Woman wearing protective face mask sitting at grocery store checkout counter during covid-19 pandemic talking with a customer. Luis Alvarez via Getty Images 62