3 22 YEARS OF TRUST ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 Rising Influence of NGOs Fall of the Celebrity CEO Earned Media More Credible Than Advertising U.S. Companies in Europe Suffer Trust Discount Trust Shifts from “Authorities” to Peers A “Person Like Me” Emerges as Credible Spokesperson Business More Trusted Than Government and Media Young People Have More Trust in Business Trust in Business Plummets Performance and Transparency Essential to Trust Business Must Partner With Government to Regain Trust ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 ‘19 ‘20 ‘21 ‘22 Fall of Government Crisis of Leadership Business to Lead the Debate for Change Trust is Essential to Innovation Growing Inequality of Trust Trust in Crisis The Battle for Truth Trust at Work Trust: Competence and Ethics Business Most Trusted The Cycle of Distrust