38 Percent who say each company response to the Ukraine conflict would result in a net increase or decrease in trust DATA IN DETAIL UKRAINE RESPONSE: THE STAKES FOR TRUST 2022 Edelman Trust Barometer Special Report: The Geopolitical Business. UKE_TRST. Different companies have responded in different ways to Russia's invasion of Ukraine. What effect would each of the following behaviors have on your trust in a company that has responded in this way to the Russian invasion? 6 - point scale; bottom 3 box, decrease or eliminate trust; top 2 box, increase trust. General population, 13 - mkt avg. Data not collected in China. Dat a is showing the difference between those who say each would increase vs decrease or eliminate trust. Global 13 Brazil Canada China France Germany India Japan Mexico Saudi Arabia S. Africa S. Korea UAE UK U.S. The company permanently ceased operations in, and all cut business ties with Russia; but worked to protect the safety of their ex - employees who were left behind +31 +36 +38 - +27 +33 +15 +34 +29 +19 +35 +44 +17 +38 +39 The company permanently ceased operations in, and cut all business ties with Russia +28 +32 +43 - +26 +32 +6 +30 +19 +16 +28 +34 +16 +39 +39 The company temporarily suspended all of their business operations in Russia +27 +34 +40 - +25 +30 +8 +32 +22 +15 +24 +32 +13 +37 +34 The company temporarily suspended all of their business operations in Russia, but continued to pay their employees +26 +37 +30 - +19 +27 +23 +13 +36 +16 +32 +31 +25 +25 +27 The company donated time, money, and resources to support humanitarian efforts but took no further action +10 +20 +14 - +2 - 5 +15 - 4 +28 +12 +14 - 7 +13 +11 +16 The company ceased making any new investments in Russia, but maintained their current operations - 15 - 13 - 28 - - 20 - 34 +6 - 33 0 +5 - 14 - 20 +4 - 28 - 23 The company made a statement in support of Ukraine but took no further action - 20 - 16 - 27 - - 25 - 32 - 11 - 33 - 7 +1 - 25 - 25 - 11 - 26 - 21 The company carried on doing business in Russia as they had previously - 38 - 49 - 51 - - 47 - 49 - 5 - 59 - 25 - 5 - 41 - 50 - 11 - 50 - 45 GLOBAL 13 Not asked in China