Edelman.com/Trust2015

Trust in Innovation

Building Trust in Innovation

55% AGREE New Developmentsare not tested enough

The pace of change is . . .

Drivers of Change in Business Perceived to Be. . .

Trust In Industry Sector vs. Trust in Industry to Implement . . .

Trust in Specific Innovations Vary

Too Fast

technology

electronic andmobile payments

hyrdraulicfracturing

genticallymodified foods

electronic andpersonal health trackers

cloudcomputing

BUSINESSGROWTHTARGETS

GREED/MONEY

PERSONALAMBITION

IMPROVEPEOPLE’S

LIVES

MAKETHE WORLDA BETTER

PLACE

Too slow

just right

51%

70%

54%+8

+1

-17

-12

-32

48%

62%

60%

60%

61%

51%

35%

78%

67%

66%

54%

35%30%

24%

28%

19%

69%

47% 32%

59% 55%trusted

neutral

distrusted

Personal and societal benefits are key

“A company can take specific actions that

both increase profits andimprove the economic and

social conditions inthe community where

it operates”

TRUSTEDINNOVATION

DISCOVERY BENEFIT INTEGRITYENGAGEMENT

maketesting

availablefor review

partnerwith

academicinstitutions

run aclinicaltrial or

beta test

partnerwith

an NGO

partnerwith

government

80% 75% 71% 63% 55%

The New Formula for Business Innovation

= + +[ ]DiscoveryBusiness brings an unrivaled agility and nimbleness, a multi-stakeholder and often global view, founded in specific expertise no other institution can bring.

BenefitBenefit is twofold: personal and societal, referring to the trust placed in companies that address individual needs or challenges, as well as larger,macro-issues facing society.

IntegrityAttributes that build trust in any company, chiefly having ethical business practices,managing risk, treating employees well and operating responsibly as a good corporate citizen.

EngagementThe multiplier factor: the transparency and third-party validation that is integral to innovation. Making test results publically available for review and partnering with other institutions all increase trust when implementing new developments.

81%AGREE