2021 Edelman Trust Barometer Special Report Trust The New Brand Equity 14-market online survey Report includes findings from: 2021 Edelman Trust Management: Brand Tracker Brazil, Canada, China, France, Germany, India, Japan, 7-market tracking survey of 115 brands Mexico, Saudi Arabia, S. Africa, S. Korea, UAE, UK and U.S. • China, France, Germany, India, Japan, UK, and U.S. • All data is nationally representative based on age, region, gender • 7,350 respondents (1,050 per market) and additionally in the UK and U.S. by race/ethnicity • Respondents rate up to 10 brands out of • 14,000 respondents (1,000 per market) 70 brands in each market Timing of Fieldwork: Eight waves between Timing of Fieldwork: May 12 – June 2, 2021 August 14, 2020, and May 30, 2021 Margin of error: 14-market average data +/- 0.8% (n=14,000), Market-specific data +/- 3.1% (n=1,000) 5