Country Report - UAE

Country Report Trust in the UAE

st 21 ANNUAL EDELMAN TRUST General Online Population Informed Public BAROMETER 1,150 500respondents in U.S. and China; Methodology 100respondents in Nigeria; respondents per country 200in all other countries Ages Represents 17% of total global population 18+ Must meet 4 criteria: Online survey in 28 countries* All slides show general ‣ Age 25-64 33,000+ respondents online population data ‣ College-educated 2021 Edelman Trust Barometer fieldwork unless otherwise noted ‣ In top 25% of household income conducted from October 19 to November 18, 2020 per age group in each country ‣ Report significant engagement in public policy and business news *The 2021 Trust Barometer 27-market global averages (for the general population, mass population and informed Mass Population public) do not include Nigeria 27-market global data margin of error: General population +/- 0.6% All population not including (N=31,050); informed public +/- 1.3% (N=6,000); mass population +/- informed public 0.6% (N=25,050+); half-sample global general online population +/- 0.8% (N=15,525). Represents 83% of total global Country-specific data margin of error: General population +/- 2.9% population (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8% (N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by U.S. Post-Election Supplement country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500). 1,500 U.S. respondents, fielded December 14 to 18, 2020 U.S. Post-Election Supplement ethnicity-specific data margin of error: Non-Hispanic White+/- 3.3% (N=894); all others +/- 4.0 (N=607). 2

21 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and Partner With NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Government to Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Regain Trust Trust 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Declaring Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Information the Debate Innovation of Trust and Ethics Bankruptcy for Change 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) Global 11 Government +/- Jan 2020 to +/- May 2020 to May 2020 Jan 2021 S. Korea -17 +16 -17 UK -15 +/- May 2020 +24 -15 to Jan 2021 China -13 61 Government -8 +5 -13 -8 Mexico -12 Media -6 +12 -12 -5 -6 Canada -11 +6 NGOs -6 +20 -11 -6 India +6 -8 56 Business -3 -8 -3 U.S. -6 55 +9 -6 Government was the most Germany -5 trusted institution in May, +19 -5 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 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 11-mkt avg. 5

GOVERNMENTMOST TRUSTED INSTITUTION Percent trust, in the UAE - 0 + Distrust Neutral Trust Change, 2020 to 2021 Government Business NGOs Media 80 67 65 56 67 +2 pts TRUST INDEX Change, 2020 to 2021 +4 -1 +1 +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 how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, UAE. 6

3 OF 4 INSTITUTIONS SEEN AS BOTH ETHICAL 2021 X Y COMPETENT 35 Government 22 36 2020 ANDETHICAL X Y 18 30 (Competence score, net ethical score), in the UAE NGOs Media Business (11, 21) (-15, 14) (10, 19) 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, UAE. For full details regarding how this data was calculated and plotted, please 7 see the Technical Appendix.

TRUST IS LOCAL: MY EMPLOYER A MAINSTAY OF TRUST - 0 + Percent trust in my employer Distrust Neutral Trust Change, 2020 to 2021 UAE Trust in my employer stable or rising in 18 of 27 countries 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 76% 60 58 75 My employer My employer more trusted than institutions Government 80 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 Business 67       NGOs 65 Media 56 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 box, trust. General population, UAE. Question asked among those who are employed (Q43/1). 8

2020 2021 YtY General population General population Change A TRUST 54 Global 27 56 Global 27 +2 RECKONING 82 China 77 India -2 79 India 72 China -10 Record year-over- 73 Indonesia 72 Indonesia -1 year decline in FOR CHINA China’s Trust Index 66 Thailand 69 Saudi Arabia +8 AND THE U.S. 65 UAE 68 Singapore +6 62 Mexico 67 UAE +2 Trust Index 62 Singapore 66 Malaysia +6 61 Saudi Arabia 63 The Netherlands +6 - 0 + 60 Malaysia 61 Thailand -5 Distrust Neutral Trust Change, 2020 to 2021 57 Kenya 59 Australia +12 (1-49) (50-59) (60-100) 59 Kenya +2 57 The Netherlands 53 Canada 59 Mexico -3 53 Colombia 56 Canada +3 51 Brazil 53 Germany +7 Greatest decline in China (-10); 50 S. Korea 52 Italy +3 greatest increase in Australia (+12) 49 Argentina 51 Brazil 0 49 Italy 50 Ireland +5 U.S. Trust Index 16 countries gained trust, 47 Australia 48 Colombia -5 53 9 countries lost trust 47 U.S. 48 France +3 47 48 43 46 Germany 48 S. Africa +4 45 France 48 U.S. +1 45 Ireland 47 Argentina -2 -5 45 Spain 47 S. Korea -3 2021 Edelman Trust Barometer. The Trust Index is the average 44 S. Africa 45 Spain 0 percent trust in NGOs, business, government and media. TRU_INS. 42 Japan 45 UK +3 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 box, trust. General population, 27-mkt avg. 30 Russia 31 Russia +1 9

2021 Edelman Trust Barometer U.S. Post-Election Supplement TRUST CRASHES AMONG TRUMP VOTERS POST U.S. ELECTION Percent trust among Biden and Trump voters in the 2020 U.S. Presidential election, - 0 + Distrust Neutral Trust Change, Nov 2020 – Dec 2020 and change from November to December Business NGOs Government Media 55 54 57 53 0 45 TRUST INDEX Biden voters +3 -1 +2 -3  Trust gap, 19 Biden voters vs. 0 20 15 39 Trump voters 55 Trump voters far less -13 trusting of media 34 34 30 18 TRUST INDEX Trump voters -6 -13 -16 -15  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 Presidential election? General population, U.S. among respondents that intended to vote for or did vote for Biden or Trump. 10

MOST POWERFUL COUNTRIES LOSE TRUST CAPITAL Distrust Neutral Trust (1-49) (50-59) (60-100) Percent trust in companies headquartered in each country Percent trust in the national government Global 22 of each foreign country Global 27 71 69 68 68 63 65 64 61 62 61 53 58 56 54 40 51 51 48 30 37 39 35 36 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 “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. 11

IN UAE, MOST POWERFUL COUNTRIES LOSE TRUST CAPITAL Distrust Neutral Trust (1-49) (50-59) (60-100) Percent trust in companies headquartered in each country, in the Percent trust in the national government of each UAE foreign country, in the UAE 86 68 83 82 63 78 77 76 78 75 55 75 73 73 73 70 43 67 67 61 57 58 49 47 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- point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, UAE. 12

2021 2021 Trust gap TRUST INEQUALITY Informed public Mass population SPREADS FURTHER 68 Global 27 52 Global 27 16 Record trust inequality 86 India 68 China 14 Trust Index 86 Saudi Arabia 68 Indonesia 15 83 Indonesia 67 India 19 82 China 67 Saudi Arabia 19 79 The Netherlands 66 Singapore 10 79 UAE 65 UAE 14 78 Malaysia 63 Malaysia 15 Distrust Neutral Trust 77 Australia 62 The Netherlands 17 (1-49) (50-59) (60-100) 76 Singapore 58 Kenya 7 DOUBLE-DIGIT TRUST 75 Thailand 56 Mexico 10 INEQUALITY IN RECORD 66 Italy 56 Thailand 19 NUMBER OF COUNTRIES 66 Mexico 55 Australia 22 Nr. of countries with 65 France 55 Canada 9 double-digit trust inequality Mass population 16 points less trusting 65 Kenya 52 Germany 10 65 S. Africa 51 Italy 15 Global 22 21 64 Canada 49 Nigeria* 3 63 Ireland 48 Ireland 15 62 Brazil 47 Brazil 15 62 Germany 46 Colombia 13 7 62 U.S. 45 France 20 59 Colombia 44 Argentina 12 59 S. Korea 44 S. Africa 21 59 UK 44 Spain 13 2012 2021 57 Spain 44 U.S. 18 2021 Edelman Trust Barometer. The Trust Index is the average 56 Argentina 43 S. Korea 16 percent trust in NGOs, business, government and media. TRU_INS. 52 Japan 43 UK 16 Below is a list of institutions. For each one, please indicate how 52 Nigeria* 39 Japan 13 much you trust that institution to do what is right. 9-point scale; top 4 41 Russia 28 Russia 13 box, trust. Informed public and mass population, 27-mkt avg. *Nigeria not included in the global average 13

PANDEMIC FURTHER FUELS FEARS

PANDEMIC ADDED Percent who are concerned TO PERSISTENT Percent who are fearful PERSONAL AND 88 SOCIETAL FEARS Percent who are concerned, 69 68 and percent who are fearful, in the 63 UAE 60 54 36 33 29 22 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 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; cyber-attacks COVID-19 freedoms as a top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to citizen half of the sample. General population, UAE. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1- 3, 5, and 22-24. 15

PANDEMIC ACCELERATES JOB LOSS FEARS Percent who agree, in the UAE As a result of the of the pandemic, I worry that the pandemic will accelerate a portion of our workforce has seen their replace the rate at which companies work hours reduced or their human workers with AI and robots jobs eliminated A large percentage A small percentage 74% 56% 38 36 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, UAE. 16

PANDEMIC DEEPENS INEQUITIES AROUND THE WORLD Percent who agree Those with less education, less money and fewer resources are being unfairly burdenedwith most of the suffering, risk of illness, and need to sacrifice due to the pandemic 78 72 70 70 69 68 66 65 65 65 65 64 63 63 61 59 58 58 58 58 57 57 55 55 54 54 54 Global 27 52 62% 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 17

INCREASED URGENCY TO Change in importance since last More Less ADDRESS year, in the UAE Net change Important Important FOUNDATIONAL Improving our healthcare system +54 68 14 PROBLEMS Addressing 66 13 poverty in this country +53 Change in importance since last year Addressing climate change +52 65 13 (more important minus less important) Improving our education system +50 64 14 Protecting people's individual freedoms +46 60 14 Finding ways to combat 61 16 fake news +45 Addressing 58 14 discrimination, racism +44 2021 Edelman Trust Barometer. IMP_POL_PRIORITIES. For each of Closing the economic and social divide +37 54 17 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, UAE. Net change is the difference between more and less important. 18

CRISIS OF LEADERSHIP

MOST SOCIETAL LEADERS LESS TRUSTED TO DO WHAT IS RIGHT Percent trust, in the UAE - 0 + Distrust Neutral Trust Change, 2020 to 2021 79 70 72 73 63 66 54 -2 -2 -1 n/a -5 +2 -4 Journalists Religious leaders CEOs My employer CEO People in my local 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 box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, UAE. 20

2021 Edelman Trust Barometer U.S. Post-Election Supplement EMPLOYER CEOS TRUSTED BY BOTH TRUMP AND BIDEN VOTERS - 0 + Percent trust among Biden and Trump voters in the 2020 U.S. Presidential election Distrust Neutral Trust Change, Nov 2020 – Dec 2020 My employer CEOs Journalists Government CEO leaders 68 63 41 45 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    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 population, U.S. among respondents that intended to vote for or did vote for Biden or Trump. 21

SOCIETAL LEADERS SUSPECTED OF LIES AND MISINFORMATION Percent who worry, in the UAE 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 49% 58% 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. General population, UAE. 22

SPOKESPEOPLE LOSE CREDIBILITY Percent who rate each as very/extremely credible as a source of information about a company, in the UAE - 0 + Change, 2020 to 2021 All-time low 63 62 62 60 59 57 52 49 44 -8 -9 +1 -9 -9 -9 -2 -11 -1 A person like Academic Government Company technical CEO Board of NGO Regular Journalist yourself expert official expert directors representative employee 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 population, UAE. 23

RAGING INFODEMIC FEEDS MISTRUST

TRUST IN INFORMATION SOURCES DECLINE Percent trust in each source for general news and information, in the UAE 77 71 70 71 70 71 68 66 68 65 64 64 64 63 63 62 61 64 61 61 59 62 Trusted (60-100) Change 55 62 56 2020-2021 56 52 57 54 56 Search engines* -9 56 55 55 47 50 48 46 46 46 Traditional media -6 44 Owned media -8 Social media -9 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, UAE. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 25

NEWS ORGANIZATIONS SEEN AS BIASED Percent who agree, in the UAE 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- mislead people by saying supporting an ideology or partisan things they know are false or political position than with gross exaggerations informing the public 59% 52% 43% 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, UAE. 26

EMPLOYER MEDIA AMONG THE MOST BELIEVABLE SOURCES OF INFORMATION Percent who believe information from each source automatically, or after seeing it twice or less, in the UAE Communications from… National My employer Media reports, Major Advertising Media reports, My social media government named source corporations anonymous source 56 54 Nr. of times they need to see 47 46 the information repeated 44 before believing it: 40 40 Once or twice 42 If I see it here, I will 46 automatically assume it is true 41 41 38 33 34 14 8 6 5 6 7 6 I will never believe it is true 3 7 9 9 13 13 14 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, UAE. “Employer communications” only shown to those that are an employee (Q43/1). 27

PRIORITIES SHIFT: MY INFORMATION Change in importance since the start of the year, in the Net change More Less LITERACY NOW UAE... Important Important MATTERS MORE Prioritizing my family and their needs +54 68 14 Change in importance since last year (more important minus less important) Increasing my science literacy +49 61 12 Increasing my media and +45 59 14 information literacy Speaking out when I see need for +36 50 14 changes and reforms Being politically aware +34 49 15 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, UAE. Net change is the difference between more and less important. 28

IN UAE, ONLY 1 IN 4 HAVE GOOD INFORMATION HYGIENE Percent in each segment 40 Information hygiene: 36 70%of respondents 1. News engagement share or forward news 2. Avoid information echo itemsthat they find to be chambers interesting. 3. Verify information only 26% Of those, have 4. Do not amplify 25 good information hygiene 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- point scale; top 5 box, several times a month or more. General population, UAE. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix. 29

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 75 76 80 69 69 70 71 71 72 73 74 65 65 65 66 66 66 68 58 58 59 59 62 64% 49525454 40 Willing to vaccinate… 43 45 45 48 51 31 Six months to one year 35 35 42 39 39 35 39 39 32 26 33 33 28 32 33 28 21 24 18 18 23 24 33 As soon as possible 15 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. *Nigeria not included in the global average 31

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 UAE to work at home choosing to return to the office, 47%choosing , 53% for the following reasons: for the following reasons: COVID-19 risk 55 My employer made me feel safe 39 while commuting/in office (net) I am more productive 25 I am more productive 41 Enhanced work-life balance 23 Healthy work-life balance 29 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. Question asked of employees that are choosing to return to their workplace (Q43/1 AND WRK_CHOICE/4). General population, UAE. COVID-19 risk while commuting / in office is a net of WHY_HOME/2-3. 32

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 70 69 72 72 70 72 73 72 65 62 63 63 65 67 67 66 59 59 56 57 59 56 61 57 52 55 50 48 46 49 42 Gap, willingness 11pts to vaccinate 21 17 17 16 16 16 15 15 15 14 14 14 12 11 11 10 6 within a year 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 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. 33

A NEW MANDATE FOR BUSINESS

BUSINESS EXPECTED TO FILL VOID LEFT BY GOVERNMENT Percent who agree, in the UAE 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 on them and not just to the board of directors or stockholders 71% 60% 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, sum of codes 2 and 3. Question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, UAE. 35

CEOS MUST LEAD ON SOCIETAL ISSUES Percent in the UAE who expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 52 Job automation 51 87% Societal issues 48 Local community issues 42 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, UAE. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7. 36

BUSINESS GAINS THE MOST TRUST BY BEING A GUARDIAN OF INFORMATION QUALITY Percent increased likelihood of trusting business associated with performing well on each action When these actions are performed well… Increased likelihood of trust Guarding information quality +5.8% Embracing sustainable practices +5.7% Robust COVID-19 health and safety response +4.8% Driving economic prosperity +4.7% Long-term thinking over short-term profits +4.6% 2021 Edelman Trust Barometer. Discrete choice analysis; results shown are marginal effects on likelihood to trust. PER_BUS. How well do you feel business is currently doing each of the following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. For a full explanation of how this data was calculated, please see the Technical Appendix. 37

EMPLOYEE EXPECTATIONS SHIFT: SAFETY AND UPSKILLING Change in importance as an employer attribute since the Net change More Less MATTER MORE start of the year in the UAE... Important Important Change in importance since last year Job skills training programs +51 63 12 (more important minus less important) Keep workers, customers safe +49 63 14 Diverse, representative workforce +48 61 13 Regular employee communications +46 59 13 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, UAE. Net change is the difference between more and less important. 38

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree, in the UAE 64% 60% of those who 49%are employed Consumers … Employees … I am more likely now than a year have the power to force ago to voice my objections to management or corporations to change engage in workplace protest 2021 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee (Q43/1). General population, UAE. 39

EMERGING FROM INFORMATION BANKRUPTCY 1 2 3 4 Business: Embrace Lead with facts, Provide Don’t go it alone expanded mandate act with empathy trustworthy content CEOs must lead on issues Societal leaders must have the All institutions must provide Business, government, NGOs from sustainability and courage to provide straight truthful, unbiased, reliable and others must find a systemic racism to upskilling. talk, but also empathize and information. common purpose and take Act first, talk after. address people’s fears. collective action to solve societal problems. 40

Freedomis the freedom to say that two plus two make four. If that is granted, all else follows. —George Orwell 41

SUPPLEMENTAL DATA

TRUST IN BUSINESS INCREASES IN 17 OF 27 COUNTRIES Percent trust - 0 + 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. *Nigeria not included in the global average 43

TRUST IN NGOS DECREASES IN 11 OF 27 COUNTRIES Percent trust - 0 + 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. *Nigeria not included in the global average 44

TRUST IN GOVERNMENT INCREASES IN 18 OF 27 COUNTRIES Percent trust - 0 + 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. *Nigeria not included in the global average 45

TRUST IN MEDIA INCREASES IN 15 OF 27 COUNTRIES Percent trust - 0 + 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. *Nigeria not included in the global average 46

TRUST DECLINES ACROSS SECTORS Percent trust in each sector, in the UAE - 0 + Distrust Neutral Trust Change, 2020 to 2021 77 78 80 81 70 71 72 73 73 74 74 75 66 67 69 63 n/a -3 -7 -5 -9 -6 -5 -7 -4 -5 -1 -6 -6 -4 -3 +2 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 to half of the sample. General population, UAE. 47

INDUSTRY SECTORS OVER TIME Percent trust in each sector, in the UAE - 0 + Distrust Neutral Trust Change, 2012 to 2021 10yr. Industry 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Trend Healthcare - - - - 80 78 78 82 79 81 n/a Technology 81 79 85 84 85 83 81 88 83 80 -1 Energy 68 71 76 75 79 75 80 80 79 74 +6 Entertainment - 72 75 78 79 73 77 84 75 74 n/a Automotive 71 75 81 81 78 78 78 86 80 73 +2 Food and beverage 72 72 76 77 74 73 73 82 77 73 +1 Telecommunications 69 72 78 78 76 72 75 80 77 71 +2 Consumer packaged goods 62 67 72 74 75 69 71 79 74 69 +7 Financial services 57 60 68 69 73 65 69 74 69 66 +9 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 to half of the sample. General population, UAE. 48

TRUST DECLINES IN ALL 16 COUNTRY BRANDS Trust in companies headquartered in each country, in the UAE - 0 + Distrust Neutral Trust Change, 2020 to 2021 73 73 75 76 77 78 65 67 67 70 62 64 49 50 53 47 -11 -6 -11 -6 -14 -5 -6 -6 -6 -3 -4 -5 -7 -5 -10 -3                 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, UAE. 49

SPOKESPEOPLE CREDIBILITY OVER TIME Percent who rate each as very/extremely credible as a source of information about a company, in the UAE 70 72 71 72 71 71 68 67 67 69 65 66 68 62 62 65 63 A person like yourself 60 59 65 64 60 62 58 62 58 61 6060 61 61 Academic expert 57 54 55 59 57 55 52 55 54 Government official 52 46 48 44 CEOs 45 Journalist 35 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 population, UAE. 50

TECHNICAL APPENDIX

2021 EDELMAN TRUST BAROMETER SAMPLE SIZE, QUOTAS AND MARGIN OF ERROR General Population Informed Public Sample Size* Quotas Set On** Margin of Error Sample Size* Quotas Set On*** Margin of Error Global 31,050 Age, Gender, Region +/- 0.6% total sample 6,000 Age, Education, +/- 1.3% total sample +/- 0.8% half sample Gender +/- 1.8% half sample China and 1,150 Age, Gender, Region +/- 2.9% total sample 500 Age, Education, +/- 4.4% total sample U.S. +/- 4.1% half sample Gender +/- 6.2% half sample Nigeria 1,150 Age, Gender, Region +/- 2.9% total sample 100 Age, Education, +/- 9.8% total sample +/- 4.1% half sample Gender +/- 13.9% half sample All other 1,150 Age, Gender, Region +/- 2.9% total sample 200 Age, Education, +/- 6.9% total sample countries +/- 4.1% half sample Gender +/- 9.8% half sample NOTE: Questions that afforded respondents the opportunity to criticize their government were not asked in China, Russia and Thailand. * Some questions were asked of only half of the sample. Please refer to the footnotes on each slide for details. ** For the general population, there were additional quotas on ethnicity in the UK and U.S., and on nationality in the UAE and Saudi Arabia. *** For the informed public, there were additional quotas on nationality in the UAE and Saudi Arabia. 52

2021 EDELMAN TRUST BAROMETER LANGUAGES AND INTERNET PENETRATION BY COUNTRY The Edelman Trust Barometer is an online survey. In developed countries, a nationally-representative online sample closely mirrors the general population. In countries with lower levels of internet penetration, a nationally-representative online sample will be more affluent, educated and urban than the general population. Languages Internet Languages Internet Languages Internet Penetration* Penetration* Penetration* Global - 83% Indonesia Indonesian 63% Singapore English, 88% Simplified Chinese Argentina Localized Spanish 93% Ireland English 92% S. Africa English, Afrikaans 55% Australia English 87% Italy Italian 93% S. Korea Korean 96% Brazil Portuguese 71% Kenya English 87% Spain Spanish 93% Canada English, 94% Japan Japanese 94% Thailand Thai 82% French Canadian China Simplified Chinese 59% Malaysia Malay 81% The English, Dutch 96% Netherlands Colombia Localized Spanish 63% Mexico Localized Spanish 67% UAE English, Arabic 96% France French 92% Nigeria Localized English 61% UK English 95% Germany German 96% Russia Russian 81% U.S. English, 90% Localized Spanish India English, Hindi 41% Saudi Arabia English, Arabic 92% *Data source: http://www.internetworldstats.com/stats.htm as of 1/12/21 53

2021 EDELMAN TRUST BAROMETER 1. News engagement (does one or more of these several times a week or more) • “Read, view or listen to news and information produced by major news organizations or HOW WE MEASURED publications at the original source” MED_SEG_OFTr1 • “Read news and information from major news organizations sent to me by others or pushed to INFORMATION HYGIENE me on a news feed, social network platform or application” MED_SEG_OFTr2 • “Read, view or listen to news and information put out by major corporations regarding important To determine whether respondents practiced good social and political issues and events” MED_SEG_OFTr16 information hygiene, we measured four dimensions: • “Listen to podcasts or read newsletters or blog posts put out by independent individuals whom I 1. Regular engagement with news: Do they stay informed? trust to keep me informed about important issues, but who do not work for a news media company”MED_SEG_OFTr17 2. Engagement with differing points of view: Do they avoid information echo chambers? 2. Avoiding information echo chambers (must say they do one or more of these) 3. Information verification: Do they avoid assuming something • “How often do you read or listen to information or points of view from people, media sources or is true simply because it supports their point of view? organizations with whom you often disagree?” NEWS_DIS (weekly or more) 4. Avoids spreading misinformation: Do they check information • “When someone you know sends you some information that supports a position that you do veracity before forwarding content to others? NOT believe, which of the following do you typically do with it?” POS_DIS (study thoroughly) 3. Verify information (must say they do two or more of these) Each respondent’s level of information hygiene was • “Confirm that a news story is really true by looking across multiple information sources” categorized based on their performance across the four MED_SEG_OFTr15 (several times a week or more) dimensions: • “When someone you know sends you some information that supports a position you believe, • Good: P which of the following do you typically do with it?” POS_BEL (use fact-checking sites and/or erforms 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 54

2021 EDELMAN TRUST BAROMETER HOW WE PLOTTED THE INSTITUTIONAL COMPETENCE AND ETHICS SCORES The competence score (the x-axis of the plot): An institution’s competence score is a net of the top 3 box (AGREE) minus the bottom 3 box (DISAGREE) responses to the question “To what extent do you agree with the following statement? [INSTITUTION] in general is good at what it does”. The resulting net score was then subtracted by 50 so that the dividing line between more competent and less competent institutions crossed the y-axis at zero. The net ethical score (the y-axis of the plot): The ethics dimension is defined by four separate items. For each item, a net score was calculated by taking the top 5 box percentage representing a positive ethical perception minus the bottom 5 box percentage representing a negative ethical perception. The y-axis value is an average across those 4 net scores. Scores higher than zero indicate an institution that is perceived as ethical. DIMENSION ETHICAL PERCEPTION UNETHICAL PERCEPTION Respondents were asked: Purpose-Driven Highly effective agent of Completely ineffective agent In thinking about why you do or do not trust [INSTITUTION], positive change of positive change please specify where you think they fall on the scale Honest Honest and fair Corrupt and biased between the two opposing descriptions. (Please use the Vision Has a vision for the future Does not have a vision for the slider to indicate where you think [INSTITUTION] falls that I believe in future that I believe in between the two extreme end points of each scale.) Serves the interests of Serves the interests of only Fairness everyone equally and fairly certain groups of people 55

2021 EDELMAN TRUST BAROMETER Full list of behaviors examined (top 5 highlighted in bold) 1. Meeting your overall expectations for how they should be HOW WE CALCULATED INCREASED responding to the health and public safety aspects of the COVID-19 pandemic LIKELIHOOD TO TRUST BUSINESS 2. Meeting your overall expectations for how they should be responding to the economic consequences of the COVID-19 pandemic 3. Partnering with other organizations and societal institutions, even if they might be competitors, to mount the strongest and most Respondents were asked to evaluate the performance of business as an institution effective responses possible to our societal challenges against a variety of behavioral expectations. These performance scores were then 4. Stepping in to fill leadership voids and policy gaps left by government incorporated into a discrete choice analysis to determine which behaviors, if done 5. Doing everything they can to ensure the safety and wellbeing of people and communities well, would provide the greatest boost to trust in business. our The top five performance drivers of trust, defined in terms of marginal effect on 6. Identifying and addressing systemic inequalities, unfair treatment, ejudices within society and in the business world likelihood to trust associated with doing that behavior well, are displayed on the and pr slide. 7. Shaping our culture for the better by inspiring positive change in we see and treat ourselves and each other how 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 hat only true, verified information is being shared and t circulated Respondents were asked: 12. Driving the economic prosperity of our country 13. Working to ensure that our workers have the skills necessary to be How well do you feel business is currently doing competitive in the global job market each of the following? Please indicate your answer 14. Investing in the local communities where they are headquartered have large production facilities/offices using the 5-point scale below where 1 means the or erm perspective when making business institution is “failing at this” and 5 means the 15. Taking a long-t institution is “doing this very well”. decisions versus focusing on short-term profits 16. Embracing sustainable practices across their business 56

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

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 coronavirus outbreak, 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 Obrador reiterated 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 Teich as newly appointed Health Minister amidst coronavirus (COVID-19) pandemic at the Planalto Palace on April, 16, 2020 in Brasilia. President Bolsonaro has fired outgoing Minister of Health Luiz Henrique Mandetta over 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 / NurPhoto via 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 Ladypool Road 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 59