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2014

2014. Edelman Trust Barometer ITALIA THE Ruling Companies 24 febbraio 2014 Sergio Veneziani Vice President Corporate & Crisis. GLOBAL. 14° SONDAGGIO annualE DI EDELMAN. ELITE SOCIO-CULTURALE. SONDAGGI ONLINE IN 27 PAESI. 33.000 risposte 6 anni in 20+ Paesi 9 anni in 10+ Paesi .

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2014

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  1. 2014 Edelman Trust Barometer ITALIA THE Ruling Companies 24 febbraio 2014 Sergio Veneziani Vice President Corporate & Crisis

  2. GLOBAL 14° SONDAGGIO annualE DI EDELMAN ELITE SOCIO-CULTURALE SONDAGGI ONLINE IN 27 PAESI • 33.000 risposte • 6 anni in 20+ Paesi • 9 anni in 10+ Paesi • 500 risposte in U.S. e Cina, 200 negli altri Paesi • Età 25-64 • Laureati o diplomati • Nella fascia del 25% superiore per reddito in rapporto all’età e al Paese • Lettori abituali di notizie economiche e politiche • 14 anni di dati POPOLAZIONEGENERALE • 1000 risposte per Paese • Età 18+ • 3 anni in 25+ Paesi

  3. INDICE GLOBALE DI FIDUCIA: FORTE CALO IN ITALIA RISPETTO ALL’ANNO PRECEDENTE, CROLLO NEGLI USA, IN FRANCIA , POLONIA. EMIRATI ARABI IN RIPRESA 2013 2014 TREND MAGGIORMENTE POSITIVI DAL 2013 UAE +13 pts.Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. TRUSTERS TREND MAGGIORMENTE NEGATIVI DAL 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts. NEUTRAL DISTRUSTERS Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE).

  4. Il pubblicoinformato ha generalmentepiu’ fiduciarispettoquello GENERICO 2014 2014 • GAP GLOBALE DI FIDUCIA • 9 points • MERCATI COI PIU’ LARGHI GAP DI FIDUCIA: • UAE (15 pts.) • Australia (14 pts.) • Germany (13 pts.) • France (13 pts.) • Sweden (13 pts.) TRUSTERS NEUTRAL DISTRUSTERS Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.

  5. LA FIDUCIA NEL BUSINESS E NELLE Ngo’s RESTA STABILE, CALA NEI GOVERNI E NEI MEDIA FIDUCIA IN 4 AREE: GOVERNI, business, media E ngo, 2013 vs. 2014 #2 #4 NGOS BUSINESS TOTAL TRUST TRUST A GREAT DEAL #1 #3 MEDIA GOVERNMENT Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20-country global total.

  6. SOLO IL 3% DEGLI ITALIANI HA PIENA FIDUCIA NEL GOVERNO LA FIDUCIA DELL’ITALIA NELLE 4 AREE: governI, business, media E ngo, 2013 vs. 2014 #2 #4 NGOS BUSINESS TOTAL TRUST TRUST A GREAT DEAL #1 #3 MEDIA GOVERNMENT Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.

  7. LA FIDUCIA CALA, IL GOVERNO AL LIVELLO Più BASSO DEGLI ultimi 5 ANNI LA FIDUCIA DELL’ITALIA DAL 2009 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (4 Box, Trust) Informed Publics.

  8. CRESCE GENERALMENTE LA FIDUCIA NELLE ngo, MA CALA NEGLI USA E CROLLA IN POLONIA FIDUCIA NELLE “Non-governmental organizations” (Ngo), 2013 vs. 2014 2013 2014 Le NGO al massimo della fiducia in 20 su 27 paesi esaminati 2014 HIGHER TRUST IN 17 COUNTRIES LOWER/EQUAL TRUST IN 9 COUNTRIES 50% N.A. Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.

  9. NELL’80% DEI PAESI LA FIDUCIA NEI MEDIA E’ IN CALO RISPETTO ALL’ANNO PRIMA, CROLLO IN ITALIA FIDUCIA NEI media, 2013 vs. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES LOWER/EQUAL TRUST IN 21 COUNTRIES 50% N.A. Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.

  10. GLI ITALIANI HANNO FIDUCIA NEI MOTORI DI RICERCA, NON E’ COSì IN EUROPA DOVE I TRADIZIONALI MANTENGONO LA PRIMA POSIZIONE L’ITALIA SI FIDA DI DIFFERENTI FONTI DI informaZIONE Q178-182. [TRACKING] 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”. (Top 4 Box, Trust) Informed Publics.

  11. La fiducia nel business e’ generalmente stabile; ma cala in italia e in ALCUNI ALTRI PAESI FIDUCIA NEL business, 2013 vs. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES LOWER/EQUAL TRUST IN 15 COUNTRIES 50% N.A. Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.

  12. La forbice si allarga: Chi e’ in testa cresce, chi e’ in basso cala ITALIA, FIDUCIA NEI DIVERSI COMPARTI industriali: 2013 vs. 2014 2013 2014 2013 vs.2014 Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.

  13. Le rinnovabili guidano la fiducia, banche e petrolio in coda ITALIA, FIDUCIA NEI DIVERSI SETTORI FINANCIAL services industry FOOD & Beverage INDUSTRY Energy industry Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the [TYPE OF INDUSTRY], please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. [RANDOMIZE. SELECT ONE RESPONSE] (Top 4 Box, Trust) General Publics.

  14. La Tecnologia e’ sempre in testa IN TUTTO IL MONDO. le banche in coda FIDUCIA NEI COMPARTI: 2009 vs. 2014 – DATI GLOBALI 2009 2014 2009 vs. 2014 Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 20-country global total.

  15. LE AZIENDE DEI PAESI bric SOFFORNO DI UN DEFICIT DI FIDUCIA RISPETTO A QUELLE DEI PAESI OCCIDENTALI , ITALIA A MEZZA STRADA RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI MOST TRUSTED 50% Q26-Q42. [TRACKING] 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 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total.

  16. Gli italiani non hanno fiducia nelle proprie aziende, l’esterofilia domina RAFFRONTO DELLA FIDUCIA RIPOSTA NELLE AZIENDE CON CASAMADRE IN DIVERSI PAESI - italia MOST TRUSTED Q26-Q42. [TRACKING] 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 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.

  17. MOLTI PAESI HANNO Più FIDUCIA NELLE NOSTRE IMPRESE DI NOI STESSI FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO

  18. LE IMPRESE FAMILIARI E DI PICCOLE/Medie dimensioni godono di un vantaggio di fiducia, salvo in asia. FIDUCIA NEI DIVERSI tIPI DI IMPRESE - PER REGIONI Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 27-country global total.

  19. Le impresefamiliari al top, quellestatali IN fondo FIDUCIA DELL’ITALIA NEI DIVERSI TIPI DI IMPRESA Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics.

  20. L’Italiapreferisce le imprese private ASSERZIONI ASSOCIATE ALLE AZIENDE PUBBLICHE / A QUELLE PRIVATE- ItalIA Gap Q296-311. [SPLIT SAMPLE] Based on the information you know about PRIVATELY-HELD BUSINESSES OR COMPANIES, please tell us how much you associate each statement with PRIVATELY-HELD BUSINESSES OR COMPANIES. Please use a 9point scale, where nine means you strongly associate that statement with PRIVATELY-HELD BUSINESSES OR COMPANIES and one means you do not associate that statement at all with PRIVATELY-HELD BUSINESSES OR COMPANIES. (Top 4 Box, Associate) General Publics.

  21. Dal 2009 al 2014, un balzo in alto per I dipendenti, le persone come te, I CEO. CREDIBILITA’ DELLE FIGURE RAPPRESENTATIVE 2009 2014 2009 vs. 2014 +5 +15 +4 +9 +20 +12 +7 * Not tested in 2009 Q130-143. [TRACKING] 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? (Top 2 Box, Very/Extremely Credible) Informed Publics, 20-country global total.

  22. GliITALIANicontinuano a crederenegliesperti, menonei blogger e neiceo CREDIBILITA’ DELLE FIGURE RAPPRESENTATIVE, 2013 vs. 2014 - ItalIA 2013 vs.2014 2013 2014 *Changed from “Successful Entrepreneur” in 2013 Q130-143. [TRACKING] 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? (Top 2 Box, Very/Extremely Credible) Informed Publics.

  23. I leader del Business, rispetto a quelli di governo, hanno una fiducia più che doppia NEI problemi sociali o societari fiducia degli italiani nel business e nei leader di governo per gestire i SEGUENTI PROBLEMI: 2013 2013 2014 2014 Business Leaders Government Leaders Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.

  24. In italia un significativo calo di fiducia per il governo,ma anche in USA, Francia e Hong Kong FIDUCIA NEL GovernO, 2013 vs. 2014 = HISTORIC LOW GLOBAL HISTORIC LOW (2009) = 43% 2013 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 50% N.A. Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.

  25. Il gap globale (14 punti percentuali) fra fiducia nel business e nei governi FIDUCIA NEL business vs. governO BUSINESS GOVERNMENT HIGHER TRUST IN BUSINESS HIGHER TRUST IN GOVERNMENT 20+ PT. HIGHER TRUST IN BUSINESS 50% Q11-14. [BUSINESS IN GENERAL & GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 4 Box, Trust) Informed Publics, 20-country global total.

  26. Cresce NEL MONDO la voglia di regole, soprattutto in campo finanziario, nell’energia e nell’alimentare REGOLAZIONE STATALE DEL business NEI DIVERSI SETTORI – DATI globalI GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

  27. Soprattutto in italia, si chiedono più regole, non meno REGOLAZIONE STATALE DEL business NEI DIVERSI SETTORI - ItalIA Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q263. When it comes to government regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics.

  28. E’ tempo di una svolta. Gli ITALIANi vogliono PARTECIPARE PERCENTUALE DI CONSENSO RISPETTO ALLE SEGUENTI AFFERMAZIONI - ITALIA Nuoveregole del business When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 73% 68% Politicaenergetica The energy industry should be a more active participant in the broader debate over Italyenergy policy 67% Alimentazione The food and beverage industry should be a more active participant in the broader debate in Italyover solutions to food and nutrition policy issues 58% Servizifinanziari The financial services industry should be a more active participant in the broader debate over the future of the Italy banking system Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.

  29. Gli italiani vogliono che il governo garantisca comportamenti corretti da parte delle aziende I Più IMPORTANTI RUOLI DEL governO NEL business - ItalIA Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics.

  30. Trattare bene I dipendenti e’ il primo passo verso la fiducia in italia L’IMPORTANZA RAFFRONTATA CON IL PERCEPITO IN 16 AREE CHE RIGUARDANO LA FIDUCIA - ItalIA Gap IMPORTANCE PERFORMANCE ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) Informed Publics.

  31. I dipendenti sono I più credibili nelLA comunicazione in 3 su 5 aree. GLI INFLUENZATORI DI MAGGIOR CREDIBILITà PER COMUNICARE IN QUESTI AMBITI - italIA OPERATIONS PURPOSE ENGAGEMENT INTEGRITY PRODUCTS & SERVICES TOTALS Q197-201(Italy Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Public

  32. Le aziende possono guidare il CONFRONTO sul cambiamento. I Ceo devono diventare oggi “CHIEF ENGAGEMENT OFFICERS” COSA DEVE FARE UN ceo PER OTTENERE FIDUCIA in SE STESSO E NELLA SUA AZIENDA - ItalIA Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4Box, Total Important) Informed Publics.

  33. Non e’ un fenomeno solo italiano, Stessi valori in italia e nel mondo COSA DEVE FARE UN ceo PER OTTENERE FIDUCIA in SE STESSO E NELLA SUA AZIENDA – MEDIA MONDO Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO?; Q254B-261B. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO's company? (Top 4Box, Total Important) General Publics, 27-country global total.

  34. 16 aree chiave per ottenere fiducia ENGAGEMENT / IMPEGNO LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS Edelman Trust Barometer research reveals 16 specific attributes which build trust. These can be grouped into five performance clusters listed here in rank order of importance. INTEGRITY / ETICA COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS PURPOSE / FINALITA’ WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP OPERATIONS RANKS ON A GLOBAL LIST OF TOP COMPANIES DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

  35. Grazie per l’attenzione Sergio.veneziani@edelman.com

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