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