2019 EDELMAN TRUST BAROMETER 19th ANNUAL General Online Population Informed Public 1,150 respondents per market 500 respondents in U.S. and ; 200 in all other markets EDELMAN TRUST Ages 18+ Represents 16% of total global population All slides show general online BAROMETER population data unless otherwise noted Must meet 4 criteria Methodology - Ages 25-64 - College-educated - In top 25% of household income per age group in each market - Report significant media consumption and engagement in public policy and business news

Mass Population Online Survey in 27 Markets All population not including informed public 33,000+ respondents total Represents 84% of total global population All fieldwork was conducted between October 19 and November 16, 2018

27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/- 2019 Focus on 55% of global general population are full- or 0.6% (26,000+), half-sample global general online population +/- 0.8 part-time employees (but not self-employed) (N=15,525). Employer-Employee Market-specific data margin of error: General population +/- 2.9 Oversample of employees of multinational (N=1,150), informed public +/- 6.9% (N=min 200, varies by market, Relationship companies: 500 respondents per market China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 739, varies by market). Employee MOE: 27-market = +/- 0.8% (N=16,944) Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market) 2 TRUST IN RETROSPECT

2001 2002 2003 2004 2005 2006 2007 2008 2009 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Influencers Partner with NGOs Than Europe Suffer “Authorities” as Credible Government Have More Government to Advertising Trust Discount to Peers Spokesperson and Media Trust in Regain Trust Business

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Trust is Now Rise of Fall of Crisis of Business Trust is Growing Trust in The Battle Trust an Essential Authority Government Leadership to Lead Essential to Inequality Crisis for Truth Line of Figures the Debate Innovation of Trust at Work Business for Change

3 2018 2019 General Population General Population Trust DISTRUST (60-100) 49 Global 26 52 Global 26 Neutral CONTINUES 74 China 79 China (50-59) 71 Indonesia 73 Indonesia Distrust Trust Index 68 India 72 India (1-49) 66 UAE 71 UAE 58 Singapore 62 Singapore 54 Mexico 59 Malaysia 54 The Netherlands 58 Mexico 53 Malaysia 56 Canada 49 Canada 55 Hong Kong 47 54 The Netherlands 47 Colombia 52 Colombia Biggest changes in 47 Spain 49 U.S. 46 Turkey 48 Australia Hong Kong +10 Global Trust Index increases 3 pts to neutral 45 Hong Kong 46 Argentina 44 Brazil 46 Brazil Australia +8 15 of 26 markets are distrusters, 44 S. Korea 46 Italy down 3 from 2018 43 Italy 46 S. Korea Canada +7 43 U.S. 45 S. Africa 41 45 Turkey S. Africa +7 40 Australia 44 France 40 France 44 Germany 39 U.K. 43 U.K. Russia -7 38 Ireland 42 Ireland 2019 Edelman Trust Barometer. The Trust Index is the average 38 S. Africa Spain -7 percent trust in NGOs, business, government and media. TRU_INS. 40 Spain Below is a list of institutions. For each one, please indicate how 37 Japan 39 Japan much you trust that institution to do what is right using a nine-point 36 Russia 29 Russia scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, 26-market global average. 4 2018 2019 Informed Public Informed Public Trust TRUST RISES FOR (60-100) 59 Global 26 63 Global 26 Neutral INFORMED PUBLIC 83 China 88 China (50-59) 81 Indonesia 83 India Distrust Trust Index 77 India 83 Indonesia (1-49) 76 UAE 83 UAE 70 Singapore 74 Canada 67 The Netherlands 70 Malaysia 65 Malaysia 69 Singapore 65 Mexico 68 Mexico 62 Canada 67 The Netherlands 60 Argentina 66 Hong Kong 57 Italy 64 U.K. 57 Turkey 61 S. Korea Biggest changes in A 4-point increase in the global Trust Index 56 France 60 Germany 55 Australia 60 U.S. 55 Germany 59 Australia Hong Kong +17 55 Spain 59 France 52 U.K. 56 Colombia U.S. +15 51 Brazil 53 Argentina 50 Colombia 53 Italy Canada +12 49 Hong Kong 53 Japan 49 S. Korea 53 S. Africa 48 Ireland 53 Turkey U.K. +12 47 Russia 51 Brazil 2019 Edelman Trust Barometer. The Trust Index is the average 46 Japan 48 Ireland South Korea +12 percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how 45 S. Africa 47 Spain much you trust that institution to do what is right using a nine-point 45 U.S. 35 Russia scale where one means that you “do not trust them at all” and nine Russia -12 means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public, 26-market global average. 5 2019 2019 Informed Public Mass Population Trust gap Trust A WORLD (60-100) 64 Global 27 50 Global 27 14 Neutral OUT OF BALANCE 88 China 76 China 12 (50-59) 84 69 Indonesia 14* Distrust (1-49) Trust Index 83 India 69 Saudi Arabia 15 83 Indonesia 68 UAE 15 83 UAE 66 India 17* 74 Canada 60 Singapore 9 70 Malaysia 58 Malaysia 12 69 Singapore 54 Canada 20* 68 Mexico 54 Mexico 14 67 The Netherlands 54 The Netherlands 13 66 Hong Kong 52 Hong Kong 14 64 U.K. 51 Colombia 5 Mass population 14 points less trusting 61 S. Korea 47 U.S. 13 60 Germany 46 Australia 13 60 U.S. 46 Italy 7 18 markets with double-digit trust gaps 59 Australia 45 Argentina 8 59 France 44 S. Africa 9 56 Colombia 44 S. Korea 17* 53 Argentina 43 Brazil 8 53 Italy 42 Germany 18* 53 Japan 41 France 18 53 S. Africa 41 Ireland 7 *highest-ever 2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and 53 Turkey 41 Turkey 12 trust inequality media. TRU_INS. Below is a list of institutions. For each one, 51 Brazil 40 U.K. 24* please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you 48 Ireland 39 Spain 8 “do not trust them at all” and nine means that you “trust them 47 Spain 37 Japan 16 a great deal.” 9-point scale; top 4 box, trust. Informed public and mass population, 27-market global average. 35 Russia 28 Russia 7 6 Divided by Trust TRUST RISES IN SOUTH KOREA; BUSINESS, GOVERNMENT, MEDIA ALL DISTRUSTED Distrust Neutral Trust - 0 + Y-to-Y Change

Percent trust NGO Business Government Media

73 64 60 56 54 55 42 Informed public 37

+9 +19 +6 +13

2018 2019 2018 2019 2018 2019 2018 2019

55 56 Business, government and media still distrusted 48 45 42 General population 36 39 40

+1 +3 +3 +2

2018 2019 2018 2019 2018 2019 2018 2019

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and general population, S. Korea. 8 TRUST INEQUALITY RETURNS TO RECORD HIGHS Trust Index (23-market average)

Trust (60-100) Neutral Previous high 65 (50-59) Informed Distrust Public (1-49) 62 62 60 58 57 16pt gap 56 54 16pt gap

9pt gap 49 49 48 Mass 47 47 47 Population 46 45

2012 2013 2014 2015 2016 2017 2018 2019

2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and mass population, 23-market average. 9 TRUST INEQUALITY AT RECORD HIGH IN SOUTH KOREA South Korea Trust Index

Trust (60-100) Neutral (50-59) Informed Distrust 61 Public (1-49) Previous high

pt gap 51 17 50 50 49 6pt gap 48 47 44 44 14pt gap 42 42 41 40 Mass 38 Population 36 35

2012 2013 2014 2015 2016 2017 2018 2019

2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and mass population, S. Korea. 10 DIVIDED ALONG GENDER LINES Percent trust Distrust Neutral Trust Largest trust gap

Trust Index NGOs Business Government Media Trust gap 5 3 7 5 5

55 50 53 46 45

Women

60 55 58 51 50

Men

Largest gaps in: Germany 12 U.S. 14 U.S. 15 Germany 10 UAE 16 U.S. 11 Germany 11 Germany 14 Japan 10 Germany 11 UAE 10 Japan 11 UAE 14 S. Africa 10 Japan 11

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender. 11 SOUTH KOREA DIVIDED ALONG GENDER LINES Percent trust Distrust Neutral Trust Largest trust gap

Trust Index NGOs Business Government Media Trust gap 6 5 9 4 8

53 43 46 34 38 Women

58 49 50 43 46

Men

Largest gaps in: Germany 12 U.S. 14 U.S. 15 Germany 10 UAE 16 U.S. 11 Germany 11 Germany 14 Japan 10 Germany 11 UAE 10 Japan 11 UAE 14 S. Africa 10 Japan 11

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, S. Korea, by gender. 12 An Urgent Desire for Change DEVELOPED WORLD PESSIMISTIC ABOUT FUTURE Percent who believe they and their families will be better off in five years’ time Mass population Informed public

89 86 88 86 83 82 84 14 markets in which majority of mass population 79 81 79 do not believe that they will be better off in five years 72 73 74 73 69 69 69 70 71 71 65 63 62 59 56 56 54 53 53 54 54 50 50 49 47 48 48 43 44 44 45 38 37 38 38 39 38 39 34 34 31 32 26 28 21

16

U.S.

U.K.

Italy

UAE

India

Spain Brazil

China

Japan

Ireland France Russia Turkey

Mexico

Canada

S.Africa S.Korea

Malaysia

Australia

Germany

Global 27

Colombia

Argentina Indonesia

Singapore

HongKong

SaudiArabia TheNetherlands

2019 Edelman Trust Barometer. CNG_FUT. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? 5-point scale; top 2 box, better off. Informed public and mass population, 27-market average. 14 ONLY 1 IN 5 BELIEVE THE SYSTEM IS WORKING FOR THEM

Mass population Informed public

Percent who agree Working Not Failing Working Not Failing How true is for me for me the system is… sure me sure me this for you?

46 40 39 Sense of injustice 72 74 34 Desire for change 70 76 20 21 Lack of confidence 63 68

Lack of hope 24 17

2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. Informed public and mass population, 27-market average. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. 15 LESS THAN 1 IN 5 BELIEVE THE SYSTEM IS WORKING FOR THEM

Mass population Informed public

Percent in South Working Not Failing Working Not Failing How true is for me for me Korea who agree sure me sure me this for you? the system is…

51 Sense of injustice 45 69 73 37 31 Lack of confidence 62 65 18 18 Desire for change 61 67

Lack of hope 23 23

2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. Informed public and mass population, S. Korea. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. 16 WIDESPREAD FEARS OF JOB LOSS IN SOUTH KOREA Percent of South Korean employees who worry about job loss due to each issue

Not having the training Automation and/or International conflicts and skills necessary to other innovations taking about trade policies get a good paying job your job away and tariffs hurting the company you work for

All employees 59% 61% 52%

Multinational employees 62% 62% 65%

2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, S. Korea. 17 SOUTH KOREAN TRUST RISES FOR 7 OF 16 COUNTRY BRANDS Distrust Neutral Trust - 0 + Y-to-Y Change Percent in South Korea who trust companies headquartered in each market

69 65 62 63 63 59 60 55 56 51 45 42

27 27 29 21

l+5 l-3 l-2 l+2 l-4 l+1 l-2 l+5 l-4 l-4 l-7 l+2 l+3 l+6 l-3 l-1

U.S.

Italy U.K.

India

Brazil Spain

China

Japan

France

Mexico

Canada

S. Korea S.

Australia

Germany

Switzerland The Netherlands The

2019 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Markets shown to half of the sample. General population, S. Korea. 18 THEY’RE TAKING CHANGE INTO THEIR OWN HANDS

“Yellow Vests” demonstrate India’s “Women’s Wall” Salesforce employees protest for economic justice demonstrate for equality work for U.S. border agency

19 Making Change Happen MASSIVE RISE IN NEWS ENGAGEMENT How often do you engage in the following activities related to news and information? - 0 + Y-to-Y Change

2018 2019

THE DISENGAGED 36 Consume news less than weekly 60 CONSUMERS +9 Consume news about weekly or more pts 27 +23pts More engaged 18 +14 AMPLIFIERS pts Consume news about weekly or with the news 36 more AND share or post content 22 several times a month or more

2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. Question asked of half of the sample. General population, S. Korea. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 21 MORE WOMEN THAN MEN BECOME AMPLIFIERS - 0 + Y-to-Y Change Percent of amplifiers in each segment

Mass population Informed public

Men Women Men Women

+20 +18 +23

+12 +12 +13 56 56 57 39 36 34 36 38 34 27 24 21

2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019

2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. Question asked of half of the sample. Mass population and informed public, 26-market average, among amplifiers by gender. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 22 SEARCH MOST TRUSTED IN SOUTH KOREA Percent in South Korea who trust each source for general news and information

60 60 58 58 58 58 Search engines* 56 55 54 Traditional media 56 52 53 53 52 Online-only media** 47 51 46 45 44 45 Social media 43 47 42 43 43 Owned media 42 42 41 40 37 38 40 35 35 32 33 32 32 31

26

2012 2013 2014 2015 2016 2017 2018 2019

2019 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, S. Korea. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” 23 SOUTH KOREA LOOKING FOR RELIABLE SOURCES Percent in South Korea who trust each source of news

Search Traditional media Social media

Low trust in social media

75 65 68 66 66 60 59 60 61 54 50 53 72% 37 34 34 worry about false information or fake news being used as a weapon S. Korea Europe U.S./Canada APACMEA Latin America

2019 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, S. Korea. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, S. Korea and by region. 24 ACTIVATE EMPLOYEE VOICES Percent in South Korea who rate each source as very/extremely credible Company voices - 0 + Y-to-Y Change

64

51 50 47 47 46 40 36 30 29 25 l+9 l+8 l+10 l+6 l+6 l+8 l+10 l+3 l+7 l+5 -3

Financial Company Academic A person Successful NGO Regular Government Board of industry CEO Journalist technical expert expert like yourself entrepreneur representative employee official directors analyst

2019 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all. 4-point scale; top 2 box, credible. Question asked of half of the sample. General population, S. Korea. 25 SOUTH KOREA LOOKING FOR LEADERSHIP FROM CEOS

Percent in South Korea who Percent who agree CEOs can create positive change in: say that CEOs should take the lead on change rather Prejudice and discrimination 65 than waiting for government Training for the jobs of tomorrow 60 to impose it Equal pay 59

Personal data 37

Sexual harassment 36 76% The environment 36 Fake News 19

2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree. Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change? Question asked of half of the sample. General population, S. Korea. 26 My Employer: A Trusted Partner for Change STRONG RELATIONSHIP WITH MY EMPLOYER AROUND THE WORLD Percent trust in “my employer” Distrust Neutral Trust - 0 + Y-to-Y Change

89 86 83 83 84 80 80 82 82 75 76 77 77 72 73 73 73 74 74 69 69 66 68 63 64 59 56

l+2 l0 l+3 l-2 l-2 l+6 l+7 l+2 l+6 l-1 l0 l+2 l+1 l+6 l0 l+3 l+3 l+5 l+4 l+1 l+2 l0 l-1 l+7 l-3 l+3 l0

U.S.

Italy U.K.

UAE

India

Spain Brazil

China

Japan

Ireland

Russia France Turkey

Mexico

Canada

S. Korea S. Africa S.

Malaysia

Australia

Germany

Global 26 Global

Colombia

Argentina Indonesia

Singapore

Hong Kong Hong The Netherlands The

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, 26-market average. 28 MY EMPLOYER AND NGOs MOST-TRUSTED RELATIONSHIPS IN SOUTH KOREA Distrust Neutral Trust Percent trust

My employer NGOs Business Government Media

56 56 48 42 39

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, S. Korea. 29 EMPLOYERS TRUSTED EVEN BY THE DISENFRANCHISED Percent trust in “my employer” Distrust Neutral Trust

Mass Informed System is Not sure System is Women Men population public failing me working for me 82 78 77 77 72 71 73

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, 27-market average, by gender, and “system failing” scale. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. 30 EMPLOYERS MUST EARN TRUST AMONG THE DISENFRANCHISED Percent trust in “my employer” Distrust Neutral Trust

Mass Informed System is Not sure System is Women Men population public failing me working for me

64 59 61 54 54 50 50

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but not self employed (Q206/1 OR 2 AND NOT Q421/8). General population employees, mass population employees and informed public employees, S. Korea, by gender, and “system failing” scale. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. 31 EMPLOYERS TRUSTED TO PROVIDE CERTAINTY, ESPECIALLY AMONG EMPLOYEES OF MULTINATIONALS

Percent who agree South Korean employees see business as trustworthy I look to my employer to source on: be a trustworthy source of All employees 39% 68% information about social The Global Economy issues and other important topics on which there is Multinational 57% not general agreement employees 53% Technology

2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, S. Korea. BUS_SRC. Below is a list of topics and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population, S. Korea, among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). “The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11. 32 Trust at Work EMPLOYEE EXPECTATIONS Shared Action NOW INCLUDE My employer has a greater purpose, and my 67% 42 SOCIETAL CHANGE job has a meaningful societal impact Percent of employees who expect each 25 from a prospective employer

Personal Empowerment 43 Strong expectation Deal breaker I know what is going on, I am part You would have to pay I would never work 74% me a lot more to work for an organization of the planning process, and I have for an organization that that does not offer this a voice in key decisions; the culture does not offer this is values-driven and inclusive 31

Job Opportunity 42 2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you My employer offers wage growth, in deciding whether or not you would accept a job offer there? Question asked of 80% those who are an employee, but do not run their own business (Q43/1 AND NOT training, career growth and work Q28/7). General population employees, 27-market average. Buckets are the sum which I find interesting & fulfilling of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please 38 refer to the Technical Appendix. 34 SOUTH KOREAN EMPLOYEE Shared Action EXPECTATIONS NOW My employer has a greater purpose, and my 57% 43 INCLUDE SOCIETAL work has a meaningful societal impact CHANGE 14 Percent of South Korean employees who expect each from a prospective employer Personal Empowerment 46 Strong expectation Deal breaker I know what is going on, I am part You would have to pay I would never work 68% me a lot more to work for an organization of the planning process, and I have for an organization that that does not offer this a voice in key decisions; the culture does not offer this is values-driven and inclusive 22

Job Opportunity 2019 Edelman Trust Barometer. EMP_IMP. When considering an 45 organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job My employer offers wage growth, offer there? Question asked of those who are an employee, but do not 73% run their own business (Q43/1 AND NOT Q28/7). General population training, career growth and work employees, S. Korea. Buckets are the sum of the average of codes 1 & which I find interesting & fulfilling 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please refer to the 28 Technical Appendix. 35 TRUST CEMENTS THE EMPLOYER-EMPLOYEE PARTNERSHIP Percent of South Korean employees who engage in these types of behaviors on behalf of their employer

Trust advantage

70 Trust their employer Loyalty 30 +40 Do not trust their employer

66 Advocacy 28 +38

64 Engagement 28 +36

76 Commitment 41 +35

2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, S. Korea, cut by those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, S. Korea. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension. 36 INVESTING IN EMPLOYEE TRUST IS INVESTING IN YOUR BOTTOM LINE

How a company treats Percent who agree that “a good its employees is one of reputation may get me to try a the best indicators of its product, but unless I come to level of trustworthiness trust the company behind the product, I will soon stop buying it” 77% 69%

2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, S. Korea. 37 COMPANIES CAN IMPROVE SOCIETY—AND ALSO DO WELL Percent who agree

“A company can take specific actions that both increase - 0 + Y-to-Y Change profits and improve the economic and social conditions in the communities where it operates” 87 82 84 78 78 78 80 81 74 75 76 76 77 77 73 70 70 71 72 72 66 67 68 62 64 65 51

l+9 l+3 l+7 l+10 l0 l+9 l+6 l+5 l+12 l+9 l+9 l+9 l+20 l+3 l+7 l+8 l+11 l+14 l+6 l+12 l+5 l+12 l+10 l+5 l+17 l+11 l+13

U.S.

U.K.

Italy

UAE

India

Spain Brazil

China

Japan

Russia France Ireland Turkey

Mexico

Canada

The

S. Africa S. S. Korea S.

Malaysia

Australia

Germany

Global 26Global

Colombia

Argentina

Indonesia

Singapore

Hong Kong Hong Netherlands

2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 26-market average. 38 TRUST AT WORK: THE NEW EMPLOYER-EMPLOYEE CONTRACT

1.Lead 2.Empower 3. Start 4. CEO Change Employees Locally Leadership

- Be aspirational - Give them a voice - Solve problems - Live your values at home - Address concerns - Create - Engage directly about the personal opportunities for - Improve societal impact of change shared action conditions in the - Be visible and show a local communities personal commitment, - Train the workforce - Empower them in which you operate inside and outside the of the future with information organization

39 Thank You