CEOS FACE PRESSURE TO TAKE A STAND FROM CONSUMERS, INVESTORS AND EMPLOYEES Percent of U.S. investors who agree Belief-driven consumers Belief-driven employees Business leaders have an obligation to use their power and influence to advocate for Percent who choose, switch, avoid Percent who choose, leave, avoid positive change in society or boycott a brand based on its or consider employers based on stand on societal issues their values and beliefs 62% 61% 92% Source: 2021 Edelman Trust Barometer Special Report: Source: 2020 Edelman Trust Barometer Special Report: Trust, the New Brand Equity Institutional Investors 2021 Edelman Trust Barometer Special Report: Trust, The New Brand Equity. Belief-driven buyer segments. 14-mkt avg. See Technical Appendix for full explanation of how belief-driven buyers were measured. 2021 Edelman Trust Barometer Special Report: The Belief-Driven Employee. Belief-driven employee segments. 7-mkt avg. All data is filtered to be among employees who work for an organization or corporation (Q43/1). See Technical Appendix for a full explanation of how belief-driven employees were measured. 2020 Edelman Trust Barometer Special Report: Institutional Investors. US4. Please indicate the extent to which you agree or disagree with the following statements. Shown T2B. United States n=100 33