CNBC/Burson-Marsteller Corporate Perception Indicator 2014

SUMMAk kLSUL1S
SL1LM8Lk 2014

Cn8C/8u8SCn-MA8S1LLLL8 CC8C8A1L L8CL1lCn lnulCA1C8 SL1LM8L8 2014

CN8C]8UkSCN-MAkS1LLLLk CCkCkA1L LkCL1ICN INDICA1Ck:
A GLC8AL SUkVL IkCM MAIN S1kLL1 1C 1nL LkLCU1IVL SUI1L
Cn8C parLnered wlLh 8urson-MarsLeller on a survey of more Lhan 23,000 lndlvlduals-from Lhe
general publlc and Lhe execuLlve sulLe ln 23 global markeLs-on Lhelr oplnlons abouL Lhe role
and responslblllLy of corporaLlons ln socleLy and Lhe economy.

lrom !une 28 - AugusL 13, 2014, 8urson-MarsLeller and Cn8C surveyed 23,012 lndlvlduals from
Lhe general populaLlon and 1,816 buslness execuLlves ln 23 global markeLs on Lhelr oplnlons
abouL Lhe role of corporaLlons ln socleLy and Lhe economy. 1he research was conducLed uslng
an onllne quesLlonnalre ln Lhe naLlve language of each global markeL by enn Schoen 8erland
wlLh sample provlded by kanLar. 1he LoLal general populaLlon sample has a margln of error of
0.62. 1he LoLal buslness execuLlve sample has a margln of error of 2.3.

1he followlng ls a quesLlon-by-quesLlon summary of Lhe Lopllne flndlngs. ln mosL cases, resulLs
are broken ouL by Lhe global general populaLlon sample and Lhe separaLe sample of buslness
execuLlves. Where approprlaLe, we have lncluded addlLlonal daLa seLs lncludlng by global
markeL, u.S.-only, or oLhers LhaL may be used ln Cn8C's coverage of Lhe survey resulLs.

AddlLlonal breakdowns of Lhe daLa may be avallable by requesL.

Aud|ence Def|n|t|ons

Genera| opu|at|on: lndlvlduals 18 years and older
8us|ness Lxecut|ves: lndlvlduals aL companles wlLh 30 or more employees wlLh [ob LlLles of aL leasL
dlrecLor, ofLen lncludlng vlce presldenLs and above.

G|oba| Markets Surveyed

North Amer|ca: unlLed SLaLes (uSA), Canada (CAn)
Lat|n Amer|ca: Mexlco (MLx), 8razll (88Z), Colombla (CCL)
Lurope: Cermany (CL8), lrance (l8A), unlLed klngdom (uk), lLaly (l1A), Spaln (LS), neLherlands
(nLu), oland (CL), 8ussla (8uS)
M|dd|e Last & Afr|ca: 1urkey (1u8), unlLed Arab LmlraLes (uAL), SouLh Afrlca (8SA)
As|a-ac|f|c: Chlna (CPn), !apan (!n), SouLh korea (kC8), lndla (lnu), lndonesla (lnuC), Malaysla
(MAL), Slngapore (SlnC), Pong kong (Pk), AusLralla (AuS)


SAMLL SI2LS AND MAkGINS CI LkkCk
G|oba| Market
GLNLkAL U8LIC 8USINLSS LkLCU1IVLS
SAMLL SI2L
MAkGIN CI
LkkCk
SAMLL SI2L
MAkGIN CI
LkkCk
1C1AL SAMLL 23,012 0.62 1,816 2.3
unlLed SLaLes 1000 3.10 76 11.24
Canada 1001 3.10 73 11.32
8razll 1004 3.09 77 11.17
Mexlco 1000 3.10 76 11.24
Colombla 1003 3.09 34 13.34
Cermany 1001 3.10 78 11.10
lrance 1002 3.10 77 11.17
unlLed klngdom 1013 3.08 73 11.32
8ussla 1013 3.08 79 11.03
lLaly 1009 3.09 76 11.24
Spaln 1000 3.10 73 11.32
neLherlands 1003 3.09 73 11.32
oland 1000 3.10 73 11.32
Chlna 1000 3.10 73 11.32
!apan 1000 3.10 77 11.17
SouLh korea 1000 3.10 73 11.32
lndla 1001 3.10 73 11.32
lndonesla 1000 3.10 73 11.32
Malaysla 1001 3.10 73 11.32
Slngapore 1000 3.10 77 11.17
Pong kong 1000 3.10 73 11.32
1urkey 1023 3.06 60 12.63
unlLed Arab LmlraLes
923 3.23 73 11.32
SouLh Afrlca 1000 3.10 34 16.81
AusLralla 1002 3.10 73 11.32


1. CCkCkA1L LkCL1ICN VS. C1nLk INS1I1U1ICNS
ULS1ICN: Pow favorable are you Loward Lhe followlng lnsLlLuLlons?
CovernmenL
Large CorporaLlons
Small 8uslnesses
non-roflL CrganlzaLlons
CorporaLe LobbylsLs
Labor unlons
1oLal Clobal 8espondenLs

CovernmenL
Large
Corporauons
Small
8uslness
nonproL
Crganlzauons
CorporaLe
LobbylsLs
Labor unlons
very favorable 12 16 36 29 3 12
SomewhaL favorable 31 47 49 47 21 36
noL very favorable 31 24 9 14 33 28
noL aL all favorable 23 7 2 4 24 18
uon'L know 3 6 4 6 13 7
0
10
20
30
40
30
60


2. GCVLkNMLN1 LkCL1ICNS
ULS1ICN: WhaL ls Lhe flrsL Lhlng LhaL comes Lo mlnd when you Lhlnk of Lhe governmenL?
Cpen-ended
1op responses by global markeL, Ceneral opulaLlon vs. 8uslness LxecuLlves
Genera| opu|at|on 8us|ness Lxecut|ves
unlLed SLaLes CorrupLlon CorrupLlon
Canada CorrupLlon WasLe/WasLeful
8razll CorrupLlon CorrupLlon
Mexlco CorrupLlon CorrupLlon
Colombla CorrupLlon CorrupLlon
Cermany Angela Merkel Angela Merkel
lrance lncompeLence CorrupLlon
unlLed klngdom CorrupLlon CorrupLlon
8ussla CorrupLlon ower
lLaly 1hleves 1hleves
Spaln CorrupLlon CorrupLlon
neLherlands 1axes 1axes
oland 1hleves Swlndlers
Chlna CorrupLlon 8esponslblllLy
!apan Shlnzo Abe Llberal uemocraLlc arLy
SouLh korea CorrupL ark Ceun Pye
lndla CorrupLlon CorrupLlon
lndonesla CorrupLlon 8ureaucracy
Malaysla CorrupLlon CorrupLlon
Slngapore A ConLrol
Pong kong C? Leung 8ad
1urkey Ak arLy 1lL: ollLlcs/Ak arLy
unlLed Arab LmlraLes CorrupLlon Law
SouLh Afrlca CorrupLlon CorrupLlon
AusLralla AbboLL/1ony AbboLL 8ed 1ape


3. CCkCkA1ICN LkCL1ICNS
ULS1ICN: WhaL ls Lhe llrsL 1hlng LhaL comes Lo mlnd when you Lhlnk of corporaLlons?
Cpen-ended
unlLed SLaLes Creed 8lg 8uslness
Canada Creed roflL
8razll roflLs roflLs
Mexlco Companles 8lg Companles
Colombla Money 1lL: AssoclaLlon/Money
Cermany roflL ower
lrance roflL roflL
unlLed klngdom Creed roflL
8ussla Money ower
lLaly llaL 1lL: llaL/Work
Spaln l don'L know Money
neLherlands Work roflL
oland LxplolLaLlon LxplolLaLlon
Chlna roflLs 1lL: Apple/roflLs/8esponslblllLy
!apan roflLs roflLs
SouLh korea Samsung roflL
lndla roflL roflL
lndonesla roflL roflL
Malaysla roflL roflL
Slngapore 8lg Companles roflL
Pong kong Money roflL
1urkey ubllc lnsLlLuLlons CorporaLlon
unlLed Arab LmlraLes roflL roflL
SouLh Afrlca Money 1lL roflL/Money
AusLralla Creed roflL


4. SMALL 8USINLSS LkCL1ICNS
ULS1ICN: WhaL ls Lhe llrsL 1hlng LhaL comes Lo mlnd when you Lhlnk of Small 8uslnesses?
Cpen-ended
unlLed SLaLes Mom and pop shop Mom and pop
Canada Pard work Pard work
8razll CpporLunlLles LnLrepreneurshlp
Mexlco LnLerprlslng LnLerprlslng
Colombla underLaklng rogress
Cermany CrafLsman CrafL
lrance CrafLspeople uynamlc
unlLed klngdom SLruggle SLruggle
8ussla LnLrepreneurs LnLrepreneurs
lLaly Work Pard work
Spaln Work LnLerprlslng
neLherlands Pard work Pard work
oland Pard work Pard work
Chlna roflLs llexlble
!apan venLure SCPC
SouLh korea Small buslness Small
lndla roflL 1lL: CrowLh/roflL
lndonesla Small buslness Small buslness
Malaysla roflL roflL
Slngapore SML SML
Pong kong Small buslness roflL
1urkey Crocery shop kC8l
unlLed Arab LmlraLes LnLrepreneurs uomesLlc
SouLh Afrlca LnLrepreneur LnLrepreneur
AusLralla Pard work SLruggle


S. INS1I1U1ICNS AND DAIL LIIL
ULS1ICN: Whlch of Lhe followlng do you belleve has Lhe mosL lnfluence on your dally llfe?
CovernmenL
CorporaLlons
Small buslnesses
non-proflL organlzaLlons
uon'L know
1oLal Clobal 8espondenLs, Ceneral opulaLlon vs. 8uslness LxecuLlves

CovernmenL Corporauons Small buslness
nonproL
organlzauons
uon'L know
Ceneral opulauon 43 19 17 4 13
8uslness Lxecuuves 36 38 16 3 3
0
3
10
13
20
23
30
33
40
43
30


6. INS1I1U1ICNAL kLSCNSI8ILI1ILS
ULS1ICN: Whlch has Lhe mosL responslblllLy ln Lhe followlng areas?
lnsLlLuLlons:
Large corporaLlons
CovernmenL
LnLrepreneurs
Small buslness
Areas:
Lconomlc equallLy
!ob creaLlon
lnnovaLlon
Movlng socleLy forward
Lconomlc growLh

0 10 20 30 40 30 60
Lconomlc growLh
Movlng socleLy forward
lnnovauon
!ob creauon
Lconomlc equallLy
Lconomlc
growLh
Movlng socleLy
forward
lnnovauon !ob creauon
Lconomlc
equallLy
Large Corporauons 23 14 26 30 13
CovernmenL 39 30 14 30 36
LnLrepreneurs 16 16 37 18 9
Small 8uslnesses 14 11 13 18 11
uon'L know 6 9 7 3 11


7. 1kUS1 AND 1nL LCCNCM
ULS1ICN: Whlch of Lhe followlng do you LrusL mosL Lo gulde Lhe economy?
CorporaLlons
CovernmenL
Small buslness
LnLrepreneurs
uon'L know
1op answer by global markeL, Ceneral opulaLlon vs. 8uslness LxecuLlves
unlLed SLaLes uon'L know (27) CorporaLlons (24)
Canada uon'L know (23) CovernmenL (23)
8razll LnLrepreneurs (27) CorporaLlons (29)
Mexlco LnLrepreneurs (29) CorporaLlons (34)
Colombla LnLrepreneurs (26) LnLrepreneurs (31)
Cermany LnLrepreneurs (24) LnLrepreneurs (28)
lrance uon'L know (27) LnLrepreneurs (34)
unlLed klngdom uon'L know (33) LnLrepreneurs (23)
8ussla CovernmenL (37) CovernmenL (33)
lLaly Small buslness (27) CorporaLlons (34)
Spaln LnLrepreneurs (24) Small buslness (27)
neLherlands uon'L know (23) LnLrepreneurs (32)
oland LnLrepreneurs (31) LnLrepreneurs (48)
Chlna CorporaLlons (37) CorporaLlons (33)
!apan uon'L know (33) CorporaLlons (43)
SouLh korea CorporaLlons (29) CorporaLlons (37)
lndla CovernmenL (42) CovernmenL (39)
lndonesla CovernmenL (34) LnLrepreneurs (40)
Malaysla CovernmenL (33) CorporaLlons (31)
Slngapore CovernmenL (37) CovernmenL (33)
Pong kong uon'L know (29) CorporaLlons (23)
1urkey CovernmenL (31) CovernmenL (28)
unlLed Arab LmlraLes CovernmenL (32) CorporaLlons (33)
SouLh Afrlca LnLrepreneurs (24) CorporaLlons (29)
AusLralla uon'L know (30) CovernmenL (23)


8. U8LIC VS. kIVA1L
ULS1ICN: Whlch of Lhe followlng do you LrusL more?
rlvaLely held corporaLlons
ubllcly Lraded corporaLlons
uon'L know

rlvaLely held corporauons ubllcly Lraded corporauons uon'L know
Ceneral opulauon 32 42 26
8uslness Lxecuuves 43 46 11
0
3
10
13
20
23
30
33
40
43
30


9. CCkCkA1ICNS AND 1nL LCCNCM
ULS1ICN: uo you sLrongly agree, somewhaL agree, somewhaL dlsagree or sLrongly dlsagree wlLh Lhe
followlng sLaLemenL: CorporaLlons geL Loo much credlL when Lhe economy ls good and Loo much blame
when Lhe economy ls bad.

SLrongly agree SomewhaL agree
SomewhaL
dlsagree
SLrongly dlsagree uon'L know
0
10
20
30
40
30
60


10. CCkCkA1L CWLk
ULS1ICN: Whlch of Lhe followlng has more power?
CorporaLlons
CovernmenL
uon'L know

27
67
6
Genera| opu|anon
Corporauons
CovernmenL
uon'L know
33
63
2
8us|ness Lxecunves
Corporauons
CovernmenL
uon'L know


11. CCkCkA1L INILULNCL CVLk GCVLkNMLN1
ULS1ICN: Whlch of Lhe followlng ls closer Lo your vlew?
CorporaLlons have Loo much lnfluence over Lhe governmenL.
CorporaLlons have an approprlaLe amounL of lnfluence wlLh Lhe governmenL.
CorporaLlons have Loo llLLle lnfluence over Lhe governmenL.
uon'L know

Corporauons have
Loo much lnuence
over Lhe
governmenL.
Corporauons have
an approprlaLe
amounL of lnuence
wlLh Lhe
governmenL.
Corporauons have
Loo llule lnuence
over Lhe
governmenL.
uon'L know
Ceneral opulauon 38 29 21 12
8uslness Lxecuuves 34 41 23 3
0
3
10
13
20
23
30
33
40
43


12. GCVLkNMLN1 INILULNCL CVLk CCkCkA1ICNS
CovernmenL has Loo much power over corporaLlons.
CovernmenL has an approprlaLe amounL of power over corporaLlons.
CovernmenL has Loo llLLle power over corporaLlons.
uon'L know

CovernmenL has
Loo much power
over corporauons.
CovernmenL has an
approprlaLe amounL
of power over
corporauons.
CovernmenL has
Loo llule power
over corporauons.
uon'L know
0
3
10
13
20
23
30
33
40


13. GCVLkNMLN1, CI1I2LNS AND CCkCkA1ICNS
ULS1ICN: ln your oplnlon, ls governmenL more on Lhe slde of average clLlzens or corporaLlons?

1oLal unlLed SLaLes 8espondenLs, Ceneral opulaLlon vs. 8uslness LxecuLlves

69
19
12
Genera| opu|anon
Corporauons
Average
cluzens
uon'L know
63
28
7
8us|ness Lxecunves
Corporauons
Average
cluzens
uon'L know
73
12
13
US Genera| opu|anon
Corporauons
Average
cluzens
uon'L know
73
18
7
US 8us|ness Lxecunves
Corporauons
Average
cluzens
uon'L know


14. CCkCkA1L LC88IS1S AND GCVLkNMLN1
ULS1ICN: uo corporaLe lobbylsLs have Loo much lnfluence over governmenL pollcles?

1oLal uS 8espondenLs, Ceneral opulaLlon vs. 8uslness LxecuLlves

39 16
23
Genera| opu|anon
?es
no
uon'L know 68
22
10
8us|ness Lxecunves
?es
no
uon'L know
74
9
17
US Genera| opu|anon
?es
no
uon'L know
79
17
4
?es
no
uon'L know


1S. CCkCkA1L LC88IS1S AND GCVLkNMLN1
ULS1ICN: Pow much lnfluence do corporaLe lobbylsLs have over each of Lhe followlng?
naLlonal governmenL (ln unlLed SLaLes, lederal governmenL")
SLaLe/rovlnclal governmenL (unlLed SLaLes, Canada, 8razll, Mexlco, Colombla, 8ussla, lndla,
AusLralla CnL?)
Local governmenL
of Ceneral opulaLlon respondenLs who answered "A LoL of lnfluence," by global markeL

USA CAN 8k2 MLk CCL GLk IkA Uk kUS I1A LS NLD CL
naLlonal governmenL 39 43 37 48 34 31 49 37 36 63 33 26 49
SLaLe/provlnclal
governmenL 40 37 47 39 26 41
Local governmenL 23 23 43 41 34 28 37 16 47 48 36 20 32
CnN IN kCk IND INDC MAL SING nk 1Uk UAL kSA AUS

naLlonal governmenL 19 26 48 43 46 32 18 26 36 33 29 41
SLaLe/provlnclal
governmenL 39 46
Local governmenL 43 16 46 41 39 26 17 36 33 36 26 23


16. nLAL1nCAkL
ULS1ICN: Who should be responslble for provldlng healLhcare lnsurance?
CorporaLlons
CovernmenL
lndlvlduals
uon'L know

unlLed SLaLes Ceneral opulaLlon, by age group

Corporauons CovernmenL lndlvlduals uon'L know
0
10
20
30
40
30
60
70
Corporauons CovernmenL lndlvlduals uon'L know
18-34 18 47 22 13
33-49 24 33 29 14
30-64 23 32 31 14
63+ 13 34 40 10
0
10
20
30
40
30
60
70


17. CCkCkA1ICNS AND kL1IkLMLN1
ULS1ICN: Should corporaLlons have an obllgaLlon Lo provlde reLlremenL beneflLs Lo employees?


82
11
7
Genera| opu|anon
?es
no
uon'L know
79
18
3
8us|ness Lxecunves
?es
no
uon'L know
73
13
10
US Genera| opu|anon
?es
no
uon'L know
84
16
0
?es
no
uon'L know


18. CCkCkA1ICNS AND kL1IkLMLN1
ULS1ICN: lf corporaLlons mlsmanage Lhelr flnances and are unable Lo provlde reLlremenL beneflLs,
should Lhe governmenL sLep ln and ensure Lhe reLlremenL beneflLs are pald ouL?
Clobal 8espondenLs who answered yes Lo CuesLlon 17: "Should corporaLlons have an obllgaLlon Lo
provlde reLlremenL beneflLs Lo employees?" Ceneral opulaLlon vs. 8uslness LxecuLlves

83
10
7
Genera| opu|anon
?es
no
uon'L know
82
13
3
8us|ness Lxecunves
?es
no
uon'L know


19. AU1C INDUS1k 8AILCU1
ULS1ICN*: Are you famlllar wlLh Lhe role Lhe unlLed AuLomoblle Workers (uAW) played ln Lhe 2008
ballouL of Lhe auLo lndusLry?
*CuesLlon asked ln Lhe unlLed SLaLes CnL?
uS 8espondenLs, uS Ceneral opulaLlon vs. uS 8uslness LxecuLlves

?es no uon'L know
uS Ceneral opulauon 37 30 12
uS 8uslness Lxecuuves 64 30 3
0
10
20
30
40
30
60
70


20. AU1C INDUS1k 8AILCU1
ULS1ICN*: uld Lhe role uAW played ln Lhe 2008 auLo ballouL make you more or less favorable
Loward unlons?

*CuesLlon asked ln Lhe unlLed SLaLes CnL?
uS respondenLs who answered yes Lo CuesLlon 19: "Are you famlllar wlLh Lhe role Lhe unlLed
AuLomoblle Workers (uAW) played ln Lhe 2008 ballouL of Lhe auLo lndusLry?" uS Ceneral opulaLlon vs.
uS 8uslness LxecuLlves

More lavorable Less lavorable uon'L know
uS Ceneral opulauon 33 47 19
uS 8uslness Lxecuuves 39 29 12
0
10
20
30
40
30
60
70


21. 8USINLSS AND SCCIL1
ULS1ICN: uo you agree or dlsagree wlLh Lhe followlng sLaLemenL: WhaL ls good for buslness ls
generally good for Lhe global markeL.

SLrongly agree SomewhaL agree
SomewhaL
dlsagree
SLrongly dlsagree uon'L know
0
10
20
30
40
30
60


22. kCLLS CI CCkCkA1ICNS
ULS1ICN: 1hlnklng abouL corporaLlons and Lhelr role, how lmporLanL ls lL LhaL Lhey do each of Lhe
followlng?
CreaLe economlc growLh
CreaLe !obs
urlve lnnovaLlon
rovlde healLhcare
rovlde workforce Lralnlng
romoLe dlverslLy
rovlde consumer producLs
rovlde reLlremenL beneflLs
SupporL flnanclal markeLs
Address lncome lnequallLy
ay a falr share of Laxes
Pelp Lhe governmenL Lo govern falrly
and effecLlvely
Address pay lnequallLy for women

CreaLe
economlc
growLh
CreaLe [obs
urlve
lnnovauon
rovlde
healLh care
rovlde
workforce
Lralnlng
romoLe
dlverslLy
very lmporLanL 60 69 33 48 33 39
SomewhaL lmporLanL 32 24 36 33 34 39
noL very lmporLanL 4 4 6 11 6 13
noL lmporLanL aL all 1 1 1 3 1 4
uon'L know 3 3 4 4 3 3
0
10
20
30
40
30
60
70
80
rovlde
consumer
producLs
rovlde
reuremenL
beneLs
SupporL
nanclal
markeLs
Address
lncome
lnequallLy
ay a falr
share of
Laxes
Pelp Lhe
govL. Lo
govern
falrly and
eecuvely
Address
pay
lnequallLy
for women
very lmporLanL 43 32 37 44 62 37 48
SomewhaL lmporLanL 40 32 41 33 27 33 33
noL very lmporLanL 11 9 13 12 6 13 11
noL lmporLanL aL all 2 3 3 3 2 7 4
uon'L know 4 4 6 4 3 3 4
0
10
20
30
40
30
60
70


23. kCLLS CI CCkCkA1ICNS
ULS1ICN: uo you Lhlnk corporaLlons generally play a poslLlve role or a negaLlve role ln each of Lhe
followlng?
CreaLe economlc growLh
CreaLe !obs
urlve lnnovaLlon
rovlde PealLhcare
rovlde Workforce 1ralnlng
romoLe ulverslLy
rovlde Consumer roducLs
rovlde 8eLlremenL 8eneflLs
SupporL llnanclal MarkeLs
Address lncome lnequallLy
ay a lalr Share of 1axes
Pelp Lhe CovernmenL Lo govern lalrly
and LffecLlvely
Address ay lnequallLy for Women

Creaung
economlc
growLh
Creaung [obs
urlvlng
lnnovauon
rovldlng
healLh care
rovldlng
workforce
Lralnlng
romoung
dlverslLy
very posluve 30 32 28 23 26 20
SomewhaL posluve 46 42 46 38 43 42
SomewhaL negauve 13 16 14 23 18 22
very negauve 4 3 3 7 4 3
uon'L know 7 6 8 9 7 11
0
3
10
13
20
23
30
33
40
43
30
rovldlng
consumer
producLs
rovldlng
reuremenL
beneLs
Supporung
nanclal
markeLs
Addresslng
lncome
lnequallLy
aylng a
falr share of
Laxes
Pelplng Lhe
govL. Lo
govern
falrly and
eecuvely
Addresslng
pay
lnequallLy
for women
very posluve 28 22 22 18 24 17 19
SomewhaL posluve 49 37 43 31 32 33 33
SomewhaL negauve 12 23 18 29 23 27 28
very negauve 3 8 4 12 12 12 10
uon'L know 8 9 11 9 8 11 10
0
10
20
30
40
30
60


24. IAVCkA8ILI1 8 INDUS1k
ULS1ICN: Pow favorable are you Loward Lhe followlng lndusLrles?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLhcare lnsurance
PosplLallLy
Alrllnes
AuLomoLlve
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng

1echnology Cll & gas
LnLerLaln-
menL
news
medla
PealLh
lnsurance
PosplLallLy Alrllnes
very favorable 43 23 23 20 27 30 24
SomewhaL favorable 42 36 48 40 38 32 49
noL very favorable 8 23 18 23 22 12 18
noL aL all favorable 2 11 3 11 8 2 4
uon'L know 4 3 4 4 4 4 3
0
10
20
30
40
30
60
AuLos
llnanclal
servlces
Chemlcal harma. 8eLall
lood &
agrlculLure
Mlnlng
very favorable 23 21 16 24 29 39 17
SomewhaL favorable 48 39 41 41 31 43 38
noL very favorable 18 23 27 22 13 12 27
noL aL all favorable 4 11 8 8 2 3 10
uon'L know 3 4 7 4 3 4 8
0
10
20
30
40
30
60


2S. IU1UkL CI INDUS1kILS
ULS1ICN: uo you Lhlnk each of Lhe followlng lndusLrles' besL days are ahead or behlnd?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLos
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng


LnLerLaln-
menL
news
medla
PealLh
lnsurance
8esL days ahead 80 40 38 48 49 60 30
8esL days behlnd 10 43 27 37 34 26 36
uon'L know 10 13 14 13 16 14 13
0
10
20
30
40
30
60
70
80
90
AuLos
llnanclal
servlces
lood &
agrlculLure
Mlnlng
8esL days ahead 31 47 48 60 31 36 24
8esL days behlnd 36 37 32 23 34 31 39
uon'L know 13 16 21 13 16 13 17
0
10
20
30
40
30
60
70


26. INDUS1kILS, 1nL LCCNCM AND IC8 CkLA1ICN
ULS1ICN: uo you Lhlnk each of Lhe followlng lndusLrles ls a poslLlve or negaLlve force when lL comes
Lo Lhe economy and [ob creaLlon?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLos
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng


LnLerLaln-
menL
news medla
PealLh
lnsurance
osluve 76 36 64 34 32 73 38
negauve 12 27 20 28 28 13 23
uon'L know 12 17 16 18 20 13 17
0
10
20
30
40
30
60
70
80
AuLos
llnanclal
servlces
lood &
agrlculLure
Mlnlng
osluve 63 33 34 61 68 66 44
negauve 23 28 23 21 18 20 37
uon'L know 13 17 21 18 14 14 19
0
10
20
30
40
30
60
70
80


27. INDUS1kILS AND INNCVA1ICN
Lo lnnovaLlon?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLos
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng


28. INDUS1kILS AND WCkkLk 1kLA1MLN1
LnLerLaln-
menL
news medla
PealLh
lnsurance
osluve 82 47 60 34 43 38 38
negauve 7 33 21 27 32 22 23
uon'L know 11 20 19 19 23 20 19
0
10
20
30
40
30
60
70
80
90
AuLos
llnanclal
servlces
lood &
agrlculLure
Mlnlng
osluve 70 48 36 64 32 61 33
negauve 16 31 23 19 23 21 40
uon'L know 13 21 21 17 22 17 24
0
10
20
30
40
30
60
70
80


Lo falr LreaLmenL of workers?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLos
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng


29. INDUS1kILS AND LNVIkCNMLN1AL kLSCNSI8ILI1
LnLerLaln-
menL
news medla
PealLh
lnsurance
osluve 38 41 46 47 44 44 48
negauve 19 34 30 29 31 33 29
uon'L know 22 26 24 24 23 21 23
0
10
20
30
40
30
60
70
AuLos
llnanclal
servlces
lood &
agrlculLure
Mlnlng
osluve 47 44 39 47 43 43 28
negauve 29 32 31 26 33 33 47
uon'L know 24 23 30 27 23 22 23
0
3
10
13
20
23
30
33
40
43
30


Lo envlronmenLal responslblllLy?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLos
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng


30. INDUS1k kLU1A1ICNS
ULS1ICN: 33. Whlch lndusLrles do you Lhlnk have Lhe besL repuLaLlons?*
LnLerLaln-
menL
news medla
PealLh
lnsurance
osluve 33 22 46 32 32 30 34
negauve 28 63 29 23 21 30 48
uon'L know 17 13 24 22 27 20 18
0
10
20
30
40
30
60
70
AuLos
llnanclal
servlces
lood &
agrlculLure
Mlnlng
osluve 32 43 21 37 47 38 19
negauve 34 28 64 44 28 28 64
uon'L know 13 27 13 19 24 14 16
0
10
20
30
40
30
60
70


1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLos
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
Mlnlng
CLher
uon'L know

*MulLlple answers posslble unless respondenL chose "uon'L know"

31. kCLL CI CCkCkA1ICNS
ULS1ICN: WhaL ls Lhe mosL lmporLanL role of a corporaLlon?
CreaLe [obs
LnLerLaln-
menL
news
medla
PealLh
lnsurance
PosplLallLy Alrllnes AuLos
Ceneral opulauon 48 20 24 17 13 28 22 23
8uslness Lxecuuves 30 22 26 17 13 23 23 29
0
10
20
30
40
30
60
llnanclal
servlces
Chemlcal harma 8eLall
lood &
agrlculLure
Mlnlng CLher
uon'L
know
0
3
10
13
20
23


urlve lnnovaLlon
rovlde consumer producLs
SupporL flnanclal markeLs
rovlde workforce Lralnlng
rovlde healLhcare coverage
romoLe dlverslLy
rovlde reLlremenL beneflLs
Pelp Lo sLrengLhen Lhe economy
uon'L know
MosL popular answer by global markeL, Ceneral opulaLlon vs. 8uslness LxecuLlves
unlLed SLaLes CreaLe [obs (31) CreaLe [obs (33)
Canada SLrengLhen Lhe economy (33) CreaLe [obs (36)
8razll 1lL: CreaLe !obs / SLrengLhen Lhe economy (30) CreaLe [obs (32)
Mexlco SLrengLhen Lhe economy (33) SLrengLhen Lhe economy (30)
Colombla SLrengLhen Lhe economy (41) SLrengLhen Lhe economy (46)
Cermany CreaLe [obs (49) CreaLe [obs (29)
lrance CreaLe [obs (41) CreaLe [obs (31)
unlLed klngdom CreaLe [obs (31) SLrengLhen Lhe economy (32)
8ussla SLrengLhen Lhe economy (37) SLrengLhen Lhe economy (39)
lLaly CreaLe [obs (47) SLrengLhen Lhe economy (26)
Spaln CreaLe [obs (33) CreaLe [obs (33)
neLherlands CreaLe [obs (36) CreaLe [obs (33)
oland CreaLe [obs (33) CreaLe [obs (29)
Chlna SLrengLhen Lhe economy (38) CreaLe [obs (23)
!apan CreaLe [obs (34) CreaLe [obs (36)
SouLh korea CreaLe [obs (36) CreaLe [obs (36)
lndla SLrengLhen Lhe economy (39) SLrengLhen Lhe economy (40)
lndonesla CreaLe [obs (46) CreaLe [obs (31)
Malaysla SLrengLhen Lhe economy (33) SLrengLhen Lhe economy (31)
Slngapore CreaLe [obs (32) SLrengLhen Lhe economy (32)
Pong kong CreaLe [obs (33) SLrengLhen Lhe economy (33)
1urkey 1lL: CreaLe [obs / SLrengLhen Lhe economy (31) SLrengLhen Lhe economy (32)
unlLed Arab LmlraLes SLrengLhen Lhe economy (33) 1lL: urlve lnnovaLlon/romoLe dlverslLy (21)
SouLh Afrlca SLrengLhen Lhe economy (42) SLrengLhen Lhe economy (30)
AusLralla SLrengLhen Lhe economy (32) SLrengLhen Lhe economy (33)
32. kCLL CI CCkCkA1ICNS
l Lend Lo Lhlnk of corporaLlons ln my role as a consumer-lL ls malnly Lhe goods and servlces
Lhey provlde LhaL shapes my vlew of Lhem.


l Lend Lo Lhlnk of corporaLlons ln my role as a clLlzen-lL ls malnly Lhelr conLrlbuLlons Lo socleLy
LhaL shapes my vlew of Lhem.
uon'L know

l Lend Lo Lhlnk of
corporauons ln my role as a
consumer-lL ls malnly Lhe
goods and servlces Lhey
provlde LhaL shapes my
vlew of Lhem.
l Lend Lo Lhlnk of
corporauons ln my role as a
cluzen-lL ls malnly Lhelr
conLrlbuuons Lo socleLy
LhaL shapes my vlew of
Lhem.
uon'L know
0
3
10
13
20
23
30
33
40
43
30


33. CCkCkA1L INILULNCL
CorporaLlons lnfluence Lhe publlc more Lhan Lhe publlc lnfluences corporaLlons.
1he publlc lnfluences corporaLlons more Lhan corporaLlons lnfluence Lhe publlc.
uon'L know

Corporauons lnuence
Lhe publlc more Lhan Lhe
publlc lnuences
corporauons.
1he publlc lnuences
corporauons more Lhan
corporauons lnuence
Lhe publlc.
uon'L know
0
10
20
30
40
30
60
70
80


34. CCkCkA1ICNS AND 1nL LCCNCM
ULS1ICN: Pow much do Lhe acLlons of corporaLlons have an lmpacL on Lhe economy overall?


33
34
6
1
6
Genera| opu|anon
A greaL deal
A good amounL
noL very much
noL aL all
uon'L know
37
33
7
1
2
8us|ness Lxecunves
A greaL deal
A good amounL
noL very much
noL aL all
uon'L know
38
30
4
0
8
US Genera| opu|anon
A greaL deal
A good amounL
noL very much
noL aL all
uon'L know
47
49
1
3
0
A greaL deal
A good amounL
noL very much
noL aL all
uon'L know


3S. CCkCkA1ICNS AND 1nL LCCNCM
ULS1ICN: uo corporaLlons have Loo much, Loo llLLle, or [usL Lhe rlghL amounL of lnfluence over our
economlc fuLure?
Ceneral opulaLlon 8espondenLs, by global markeL

36. CCkCkA1ICNS AND 1nL 2008 IINANCIAL CkISIS
uSA CAn 88Z MLx CCL CL8 l8A uk 8uS l1A LS nLu CL
1oo much 48 49 63 49 42 30 42 46 26 36 34 26 41
!usL Lhe rlghL amounL 26 29 23 43 43 26 27 27 46 17 29 27 27
1oo llule 7 3 7 6 10 10 13 3 17 16 8 21 13
uon'L know 19 16 4 2 4 14 17 22 11 11 10 26 18
0
10
20
30
40
30
60
70
CPn !n kC8 lnu lnuC MAL SlnC Pk 1u8 uAL 8SA AuS
1oo much 24 31 31 38 31 29 26 41 34 46 32 32
!usL Lhe rlghL amounL 67 33 32 46 46 44 30 44 29 42 29 23
1oo llule 4 9 9 9 17 14 8 3 27 3 26 3
uon'L know 3 27 8 6 7 12 17 11 9 7 12 19
0
10
20
30
40
30
60
70


ULS1ICN: Whlch ls closer Lo your vlew?
1he economlc crlsls LhaL began ln 2008 dlmlnlshed Lhe lnfluence and power corporaLlons have,
and Lhey sLlll have noL fully recovered.
CorporaLlons emerged from Lhe economlc crlsls LhaL began ln 2008 wlLh more lnfluence and
power Lhan Lhey had before.
uon'L know

1he economlc crlsls LhaL
began ln 2008 dlmlnlshed
Lhe lnuence and power
corporauons have, and
Lhey sull have noL fully
recovered.
Corporauons emerged
from Lhe economlc crlsls
LhaL began ln 2008 wlLh
more lnuence and power
Lhan Lhey had before.
uon'L know
0
3
10
13
20
23
30
33
40
43
30


37. CCkCkA1ICNS AND 1nL 2008 IINANCIAL CkISIS
1he economlc crlsls LhaL began ln 2008 generally humbled corporaLlons, and Lhey now acL more
responslbly.
CorporaLlons generally were noL humbled by Lhe economlc crlsls LhaL began ln 2008, and Lhey
do noL acL more responslbly Lhan Lhey dld before.
uon'L know

1he economlc crlsls LhaL
began ln 2008 generally
humbled corporauons, and
Lhey now acL more
responslbly.
Corporauons generally
were noL humbled by Lhe
economlc crlsls LhaL began
ln 2008 and Lhey do noL acL
more responslbly Lhan Lhey
dld before.
uon'L know
0
10
20
30
40
30
60


38. S1kLNGn1n CI CCkCkA1ICNS
lL ls a good Lhlng when corporaLlons are sLrong and lnfluenLlal, because Lhey are Lhe englnes of
lnnovaLlon and economlc growLh.
lL ls a bad Lhlng when corporaLlons are sLrong and lnfluenLlal, because Lhey rlg Lhe sysLem so
Lhey do noL have Lo acL responslbly.
uon'L know
Clobal Ceneral opulaLlon, by global markeL

39. kCLL CI CCkCkA1ICNS IN 1nL IU1UkL
lL ls a good Lhlng when corporauons
are sLrong and lnuenual, because
Lhey are Lhe englnes of lnnovauon and
economlc growLh
31 34 33 64 71 23 43 26 40 48 33 32 23
lL ls a bad Lhlng when corporauons are
sLrong and lnuenual, because Lhey rlg
Lhe sysLem so Lhey do noL have Lo acL
responslbly
31 49 39 32 22 62 38 31 41 39 43 49 60
uon'L know 18 17 6 4 7 14 17 23 19 13 19 19 13
0
10
20
30
40
30
60
70
80
lL ls a good Lhlng when corporauons
are sLrong and lnuenual, because
Lhey are Lhe englnes of lnnovauon and
economlc growLh
74 33 43 61 67 39 48 30 64 32 38 31
lL ls a bad Lhlng when corporauons are
sLrong and lnuenual, because Lhey rlg
Lhe sysLem so Lhey do noL have Lo acL
responslbly
21 30 44 31 28 33 37 33 27 36 32 49
uon'L know 3 37 10 8 3 8 16 16 8 12 10 20
0
10
20
30
40
30
60
70
80


ULS1ICN: 1hlnklng abouL Lhe role of corporaLlons ln Lhe fuLure, whlch ls closer Lo your vlew?
CorporaLlons are a source of hope.
CorporaLlons are a source of fear.
uon'L know

40. CCkCkA1ICNS AND 1AkLS
Corporauons are a source of hope 36 38 70 33 38 41 43 33 44 32 23 36 29
Corporauons are a source of fear 37 37 20 33 29 33 30 34 32 33 32 18 32
uon'L know 28 23 11 12 13 23 27 32 24 13 23 27 19
0
10
20
30
40
30
60
70
80
90
Corporauons are a source of hope 84 49 63 73 87 78 39 46 71 60 66 37
Corporauons are a source of fear 7 11 23 18 7 9 19 27 16 23 19 31
uon'L know 9 40 14 8 6 13 22 27 14 13 13 32
0
10
20
30
40
30
60
70
80
90


CorporaLlons Lend Lo pay whaL Lhey owe ln Laxes-only a few Lake advanLage of loopholes Lo
avold paylng Lhelr falr share.
CorporaLlons Lend Lo Lake advanLage of loopholes Lo avold paylng Lhelr falr share of Laxes-only
a few pay whaL Lhey owe.
uon'L know


41. DCMLS1IC VS. MUL1INA1ICNAL
ULS1ICN: uo you supporL a corporaLlon more lf lL's domesLlc only or mulLlnaLlonal?
Corporauons Lend Lo pay
whaL Lhey owe ln Laxes-
only a few Lake advanLage
of loopholes Lo avold paylng
Lhelr falr share.
Corporauons Lend Lo Lake
advanLage of loopholes Lo
avold paylng Lhelr falr share
of Laxes - only a few pay
whaL Lhey owe
uon'L know
0
10
20
30
40
30
60
70
17
70
13
US Genera| opu|anon
Corporauons
Lend Lo pay
whaL Lhey owe
Corporauons
Lend Lo Lake
advanLage of
loopholes
uon'L know
38
61
1
Corporauons
Lend Lo pay
whaL Lhey owe.
Corporauons
Lend Lo Lake
advanLage of
loopholes.
uon'L know



uomesuc only 33 32 23 24 27 31 31 20 29 29 17 24 32
Mulunauonal 8 9 13 23 23 6 13 7 12 12 12 4 12
lL doesn'L make a dlerence Lo me 44 41 38 44 41 49 36 33 48 33 36 30 41
uon'L know 13 17 2 7 7 14 20 19 10 6 13 22 13
0
10
20
30
40
30
60
uomesuc only 48 42 41 27 20 10 9 33 44 16 17 34
Mulunauonal 26 13 23 36 41 43 30 18 12 41 27 7
lL doesn'L make a dlerence Lo me 22 21 29 31 37 37 49 42 36 34 48 47
uon'L know 4 24 7 6 3 10 12 8 8 9 8 12
0
10
20
30
40
30
60


42. ILLLINGS A8CU1 AMLkICAN CCkCkA1ICNS
ULS1ICN: lf a corporaLlon ls Amerlcan, does LhaL generally make you more or less favorable Loward
lL?

43. ILLLINGS A8CU1 CnINLSL CCkCkA1ICNS
Much more favorable 32 4 14 14 19 1 4 3 3 9 3 1 3
SomewhaL more favorable 30 24 40 44 46 13 22 18 13 36 29 20 31
SomewhaL less favorable 4 37 21 23 19 40 34 34 28 24 23 33 27
Much less favorable 1 11 7 9 7 19 14 9 33 9 10 11 11
uon'L know 14 24 18 11 9 23 23 36 21 22 33 34 26
0
10
20
30
40
30
60
Much more favorable 11 3 3 23 13 10 8 3 8 16 12 2
SomewhaL more favorable 32 43 43 41 38 34 30 43 20 36 38 19
SomewhaL less favorable 21 27 26 19 28 28 13 23 34 21 23 39
Much less favorable 4 6 4 6 7 17 3 3 20 10 7 13
uon'L know 11 20 22 12 11 12 22 23 18 18 18 27
0
10
20
30
40
30
60


ULS1ICN: lf a corporaLlon ls Chlnese, does LhaL generally make you more or less favorable Loward lL?

u Ceneral opulaLlon, by ollLlcal arLy

44. ILLLINGS A8CU1 LUkCLAN CCkCkA1ICNS
uon'L know 19 18 13 6 9 18 17 33 20 13 24 28 17
0
10
20
30
40
30
60
70
uon'L know 9 8 9 11 9 10 17 13 14 13 12 22
0
10
20
30
40
30
60
70
Much more
favorable
SomewhaL more
favorable
SomewhaL less
favorable
Much less
favorable
uon'L know
uemocraLs 3 10 44 22 20
8epubllcans 2 9 48 28 13
lndependenLs 1 7 46 31 16
0
10
20
30
40
30
60
70


ULS1ICN: lf a corporaLlon ls Luropean, does LhaL generally make you more or less favorable Loward
lL?

uon'L know 26 20 14 6 7 13 13 30 17 10 21 22 17
0
10
20
30
40
30
60
70
uon'L know 11 21 12 11 7 10 19 17 12 13 13 26
0
10
20
30
40
30
60
70


4S. ILLLINGS A8CU1 MUL1INA1ICNAL CCkCkA1ICNS
ULS1ICN: 1hlnklng abouL mulLlnaLlonal corporaLlons, whlch of Lhe followlng ls closer Lo your vlew?

Mulunauonal corporauons
generally respecL and
preserve local culLure
where Lhey operaLe.
Mulunauonal corporauons
generally erode local
culLure, creaung a world
LhaL looks Lhe same all
over.
uon'L know
0
10
20
30
40
30
60


46. CCkCkA1ICNS' SLNSL CI UkCSL
ULS1ICN: Pow lmporLanL ls lL Lo you LhaL a corporaLlon clearly deflnes and communlcaLes lLs sense
of purpose? (8y sense of purpose, we mean whaL lL does as a company, why lL does lL, and Lhe lmpacL of
Lhese acLlons on buslness as well as socleLy.)

44
39
6
1
10
very lmporLanL
SomewhaL lmporLanL
noL very lmporLanL
noL aL all lmporLanL
uon'L know


47. CCkCkA1ICNS AND CU1SCUkCING
ULS1ICN: lf a corporaLlon ouLsources lLs manufacLurlng Lo anoLher global markeL, does LhaL Lend Lo
make you more or less favorable Loward lL?

Much more
favorable
SomewhaL more
favorable
SomewhaL less
favorable
Much less
favorable
uon'L know
0
3
10
13
20
23
30
33


48. DCMLS1IC VS. ICkLIGN-MADL GCCDS
l wlll spend more money Lo purchase a producL made domesLlcally.
l wlll purchase Lhe less expenslve opLlon, no maLLer where lL was made.
uon'L know

uS Ceneral opulaLlon, by age group

49. CCkCkA1ICNS AND nILAN1nkC
43
43
14
l wlll spend more money Lo
purchase a producL made
domesucally.
l wlll purchase Lhe less
expenslve opuon, no
mauer where lL was made.
uon'L know
18-34 33-49 30-64 63+
l wlll spend more money Lo
purchase a producL made
domesucally.
43 47 39 64
l wlll purchase Lhe less expenslve
opuon, no mauer where lL was
made.
41 31 22 29
uon'L know 16 21 18 7
0
10
20
30
40
30
60
70


ULS1ICN: Pow does a corporaLlon's phllanLhroplc glvlng lnfluence your purchase hablLs?
l'm more llkely Lo purchase a producL make by a corporaLlon LhaL makes phllanLhroplc
conLrlbuLlons.
A corporaLlon's phllanLhroplc conLrlbuLlons do noL lnfluence my purchase hablLs.
uon'L know


unlLed SLaLes Ceneral opulaLlon, by age group

S0. CCkCkA1ICNS AND nILAN1nkC
40
43
17
l'm more llkely Lo purchase
a producL make by a
corporauon LhaL makes
phllanLhroplc conLrlbuuons.
A corporauon's
phllanLhroplc conLrlbuuons
do noL lnuence my
purchase hablLs.
uon'L know
18-34 33-49 30-64 63+
l'm more llkely Lo purchase a
producL make by a corporauon LhaL
makes phllanLhroplc conLrlbuuons.
40 36 29 29
A corporauon's phllanLhroplc
conLrlbuuons do noL lnuence my
purchase hablLs.
36 38 46 34
uon'L know 24 27 26 18
0
10
20
30
40
30
60


ln general, corporaLlons feel compelled Lo make phllanLhroplc conLrlbuLlons because lL ls
expecLed.
ln general, corporaLlon LhaL make phllanLhroplc conLrlbuLlons do so ouL of a genulne deslre Lo
do good.
uon'L know


ln general, corporauons
feel compelled Lo make
phllanLhroplc conLrlbuuons
because lL ls expecLed.
ln general, corporauon
LhaL make phllanLhroplc
conLrlbuuons do so ouL of
a genulne deslre Lo do
good.
uon'L know
0
10
20
30
40
30
60
70


S1. CCkCkA1ICNS AND nILAN1nkC
ULS1ICN: Whlch of Lhe followlng do you Lhlnk ls Lhe maln reason corporaLlons underLake
phllanLhroplc efforLs?
lmprove repuLaLlon
1ax beneflLs
Cenulne bellef ln Lhe cause
uon'L know

lmprove repuLauon 1ax beneLs
Cenulne bellef ln Lhe
cause
uon'L know
0
3
10
13
20
23
30
33
40
43
30


S2. CCkCkA1L SCCIAL kLSCNSI8ILI1
ULS1ICN: uo you Lhlnk corporaLlons have become more or less soclally responslble over Lhe pasL
decade?


Much more soclally responslble 8 6 20 21 26 2 4 4 4 7 11 4 3
SomewhaL more soclally responslble 34 41 39 31 43 31 30 33 36 43 33 33 37
SomewhaL less soclally responslble 23 22 11 14 14 29 28 24 30 20 17 28 23
Much less soclally responslble 17 14 4 10 9 23 18 13 9 13 19 17 9
uon'L know 18 17 7 4 7 14 20 24 21 13 18 18 26
0
10
20
30
40
30
60
Much more soclally responslble 12 9 4 27 21 17 10 3 19 20 17 6
SomewhaL more soclally responslble 33 48 34 30 49 43 32 42 31 46 30 36
SomewhaL less soclally responslble 20 12 34 12 19 19 18 28 13 13 13 24
Much less soclally responslble 6 3 21 3 3 3 3 9 8 6 8 14
uon'L know 8 23 7 6 7 14 16 16 9 13 10 20
0
10
20
30
40
30
60
Much more
soclally
responslble
SomewhaL more
soclally
responslble
SomewhaL less
soclally
responslble
Much less
soclally
responslble
uon'L know
0
10
20
30
40
30
60


When maklng declslons, corporaLe leaders Lend Lo Lhlnk slgnlflcanLly abouL Lhe effecL Lhe
declslon wlll have on Lhe broader economy.
When maklng declslons, corporaLe leaders only Lhlnk abouL Lhe boLLom llne for Lhelr
corporaLlon.
uon'L know

When maklng declslons,
corporaLe leaders Lend Lo
Lhlnk slgnlcanLly abouL
Lhe eecL Lhe declslon wlll
have on Lhe broader
economy
When maklng declslons,
corporaLe leaders only
Lhlnk abouL Lhe bouom llne
for Lhelr corporauon
uon'L know
0
10
20
30
40
30
60
70


ULS1ICN: Whlch of Lhe followlng do you Lhlnk ls Lhe mosL lmporLanL lssues for corporaLlons Lo focus
on?
1he envlronmenL
LducaLlon
PealLh
Soclal welfare
lncome equallLy
CLher
uon'L know
unlLed SLaLes lncome lnequallLy (26) lncome lnequallLy (21)
Canada LnvlronmenL (24) lncome lnequallLy (24)
8razll 1lL: LducaLlon / LnvlronmenL (22) LducaLlon (29)
Mexlco Soclal welfare (29) Soclal welfare (37)
Colombla Soclal welfare (34) Soclal welfare (48)
Cermany Soclal welfare (32) Soclal welfare (33)
lrance lncome lnequallLy (34) LnvlronmenL (36)
unlLed klngdom lncome lnequallLy (22) 1lL: lncome lnequallLy/Soclal welfare (20)
8ussla Soclal welfare (34) Soclal welfare (37)
lLaly lncome lnequallLy (33) lncome lnequallLy (30)
Spaln Soclal welfare (48) Soclal welfare (41)
neLherlands LnvlronmenL (23) LducaLlon (23)
oland lncome lnequallLy (36) lncome lnequallLy (33)
Chlna LnvlronmenL (34) LnvlronmenL (32)
!apan lncome lnequallLy (36) LnvlronmenL (27)
SouLh korea lncome lnequallLy (44) lncome lnequallLy (41)
lndla Soclal welfare (27) Soclal welfare (24)
lndonesla Soclal welfare (47) Soclal welfare (49)
Malaysla Soclal welfare (32) Soclal welfare (31)
Slngapore lncome lnequallLy (28) lncome lnequallLy (34)
Pong kong lncome lnequallLy (32) lncome lnequallLy (33)
1urkey 1lL: Soclal welfare/lncome lnequallLy (28) lncome lnequallLy (28)
unlLed Arab LmlraLes lncome lnequallLy (26) Soclal welfare (44)
SouLh Afrlca LducaLlon (28) lncome lnequallLy (24)
AusLralla LnvlronmenL (23) LnvlronmenL (21)


SS. CCkCkA1L SCCIAL kLSCNSI8ILI1
ULS1ICN: Whlch lndusLry ls Lhe mosL soclally responslble?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLomoLlve
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
CLher
uon'L know
unlLed SLaLes uon'L know (41) 1echnology (22)
Canada uon'L know (38) llnanclal servlces (20)
8razll uon'L know (26) 1echnology (18)
Mexlco PealLh lnsurance (19) lood & agrlculLure (17)
Colombla PealLh lnsurance (19) 1lL: Cll & gas/PealLh lnsurance (13)
Cermany uon'L know (49) uon'L know (38)
lrance uon'L know (49) uon'L know (33)
unlLed klngdom uon'L know (47) uon'L know (23)
8ussla uon'L know (29) Cll & gas (34)
lLaly uon'L know (28) lood & agrlculLure (21)
Spaln uon'L know (28) uon'L know (13)
neLherlands uon'L know (46) uon'L know (29)
oland uon'L know (31) uon'L know (17)
Chlna news medla (28) 1echnology (23)
!apan uon'L know (43) uon'L know (23)
SouLh korea uon'L know (21) AuLomoLlve (16)
lndla news medla (18) 1echnology (23)
lndonesla lood & agrlculLure (21) lood & agrlculLure (23)
Malaysla news medla (14) news medla (19)
Slngapore uon'L know (33) 1echnology (23)
Pong kong uon'L know (32) uon'L know (16)
1urkey news medla (13) lood & agrlculLure (13)
unlLed Arab LmlraLes news medla (16) lood & agrlculLure (20)
SouLh Afrlca uon'L know (23) uon'L know (21)
AusLralla uon'L know (40) lood & agrlculLure (21)


S6. CCkCkA1L LNVIkCNMLN1AL kLSCNSI8ILI1
ULS1ICN: ln general, do you Lhlnk corporaLlons are becomlng more or less envlronmenLally
responslble?

Much more
envlronmenLally
responslble
SomewhaL more
envlronmenLally
responslble
SomewhaL less
envlronmenLally
responslble
Much less
envlronmenLally
responslble
uon'L know
0
10
20
30
40
30
60


S7-S8. CCkCkA1L LNVIkCNMLN1AL kLSCNSI8ILI1
ULS1ICN: 37. Whlch of Lhe followlng lndusLrles has Lhe mosL nLCA1lvL lmpacL on Lhe envlronmenL?
38. Whlch of Lhe followlng lndusLrles has Lhe mosL CSl1lvL lmpacL on Lhe envlronmenL?
1echnology
Cll & gas
LnLerLalnmenL
news medla
PealLh lnsurance
PosplLallLy
Alrllnes
AuLomoLlve
llnanclal servlces
Chemlcal
harmaceuLlcals
8eLall
lood & agrlculLure
CLher
uon'L know

os|t|ve Negat|ve
1echnology 14 2
Cll & gas 4 28
LnLerLalnmenL 3 1
news medla 8 2
PealLh lnsurance 3 1
PosplLallLy 4 1
Alrllnes 1 3
AuLomoLlve 3 3
llnanclal servlces 3 1
Chemlcal 3 21
harma 2 2
8eLall 2 1
lood & agrlculLure 21 2
Mlnlng 2 17
CLher 1 1
uon'L know 23 12


S9. GL11ING INICkMA1ICN IkCM CCkCkA1ICNS
ULS1ICN: Pow do you Lyplcally geL lnformaLlon abouL corporaLlons?
l follow Lhem on soclal medla.
l read Lhelr webslLe.
l read news arLlcles abouL Lhem.
l hear abouL Lhem on 1v and radlo.
CLher
uon'L know

8
13
32
33
2
8
l follow Lhem on soclal medla.
l read Lhelr webslLe.
l read news arucles abouL Lhem.
l hear abouL Lhem on 1v and
radlo.
CLher
uon'L know


60. GL11ING INICkMA1ICN IkCM CCkCkA1ICNS
1here ls enough easlly accesslble lnformaLlon abouL corporaLlons avallable.
1here ls noL enough easlly accesslble lnformaLlon abouL corporaLlons avallable.
uon'L know

1here ls enough easlly
accesslble lnformauon
abouL corporauons
avallable.
1here ls noL enough easlly
accesslble lnformauon
abouL corporauons
avallable.
uon'L know
0
10
20
30
40
30
60


ULS1ICN: uo you Lhlnk corporaLlons generally communlcaLe Loo much, noL enough, or Lhe rlghL
amounL abouL each of Lhe followlng lssues?
Soclal responslblllLy
new producLs and servlces
llnanclal performance
Lmployees
8egulaLory and legal lssues
1helr corporaLe purpose

Soclal
responslblllLy
new producLs
and servlces
llnanclal
performance
Lmployees
8egulaLory
and legal
lssues
1helr
corporaLe
purpose
1oo Much 9 27 13 7 9 14
noL Lnough 61 29 30 39 38 48
1he 8lghL AmounL 18 34 24 21 19 23
uon'L know 11 10 13 13 14 12
0
10
20
30
40
30
60
70


ULS1ICN: WhaL do you wanL Lo hear abouL from corporaLlons mosL?
1helr efforLs Lo be soclally responslble
1helr flnanclal performance
1helr new producLs/servlces
1helr employees
CLher
uon'L know

1helr eorLs
Lo be soclally
responslble
1helr
nanclal
performance
1helr new
producLs
1helr
employees
8egulaLory
and legal
lssues
CLher uon'L know
Ceneral opulauon 36 12 23 9 7 1 10
8uslness Lxecuuves 31 19 26 10 10 1 4
0
3
10
13
20
23
30
33
40


ULS1ICN: Pow do you mosL wanL Lo hear from corporaLlons abouL Lhelr lnlLlaLlves and acLlvlLles?
vla soclal medla
ubllshed documenLs, such as annual reporLs on soclal responslblllLy
updaLes dellvered vla emall
updaLes dellvered vla LradlLlonal mall
1hrough Lhe news medla
CLher
uon'L know

13
21
9
4
41
1
9
vla soclal medla
ubllshed documenLs such as annual
reporLs on soclal responslblllLy
updaLes dellvered vla emall
updaLes dellvered vla Lradluonal mall
1hrough Lhe news medla
CLher
uon'L know


ULS1ICN: When a corporaLlon makes a mlsLake, whaL do you wanL Lo hear from Lhem Lhe mosL?
A Lhorough explanaLlon of whaL wenL wrong and how lL happened
A forward-looklng plan Lo correcL Lhe mlsLake and ensure Lhe same sorL of Lhlng wlll never
happen agaln
An apology
uon'L know

29
38
8
3
A Lhorough explanauon of whaL
wenL wrong and how lL happened
A forward-looklng plan Lo correcL
Lhe mlsLake and ensure Lhe same
sorL of Lhlng wlll never happen
agaln
An apology
uon'L know


6S. kCLL CI 1nL CLC
ULS1ICN: Whlch of Lhe followlng besL descrlbes Lhe role of CLC?
ueflnlng Lhe purpose or mlsslon of Lhe corporaLlon
CreaLlvely ldenLlfylng new opporLunlLles
Solvlng lssues LhaL Lhe organlzaLlon ls faclng
CommunlcaLlng wlLh lnLernal and exLernal sLakeholders Lo bulld supporL for Lhe organlzaLlon
CLher
uon'L know

uenlng Lhe
purpose or
mlsslon of Lhe
corporauon
Creauvely
ldenufylng
new
opporLunlues
Solvlng lssues
LhaL Lhe
organlzauon
ls faclng
CommunlcaLe
wlLh lnLernal
and exLernal
sLakeholders
Lo bulld
supporL for
Lhe
organlzauon
CLher uon'L know
Ceneral opulauon 22 13 23 24 2 14
8uslness Lxecuuves 27 20 23 24 2 3
0
3
10
13
20
23
30


66. MCS1 CWLkIUL LCLL IN SCCIL1
ULS1ICN*: Who among Lhe followlng are Lhe mosL powerful people ln socleLy?
CorporaLe CLCs
rofesslonal aLhleLes
LnLerLalners
Peads of
governmenL
CenLral bank leaders
unlverslLy leaders
Labor unlon leaders
Clergy
!ournallsLs
ollLlclans
CLher
uon'L know
*MulLlple answers posslble unless respondenL answered uon'L know"
unlLed SLaLes CorporaLe CLCs (47) CorporaLe CLCs (33)
Canada CorporaLe CLCs (47) CorporaLe CLCs (48)
8razll Peads of governmenL (34) Peads of governmenL (62)
Mexlco ollLlclans (34) 1lL: Peads of governmenL /ollLlclans (31)
Colombla Peads of governmenL (39) Peads of governmenL (34)
Cermany CorporaLe CLCs (43) CorporaLe CLCs (46)
lrance CorporaLe CLCs (41) CorporaLe CLCs (32)
unlLed klngdom CorporaLe CLCs (42) CorporaLe CLCs (33)
8ussla Peads of governmenL (66) Peads of governmenL (39)
lLaly CenLral bank leaders (31) ollLlclans (42)
Spaln CorporaLe CLCs (48) CorporaLe CLCs (37)
neLherlands Peads of governmenL (33) Peads of governmenL (40)
oland ollLlclans (47) ollLlclans (37)
Chlna Peads of governmenL (78) Peads of governmenL (63)
!apan Peads of governmenL (30) Peads of governmenL (38)
SouLh korea Peads of governmenL (38) Peads of governmenL (30)
lndla ollLlclans (33) 1lL: CorporaLe CLCs/ollLlclans (37)
lndonesla Peads of governmenL (73) Peads of governmenL (69)
Malaysla Peads of governmenL (33) Peads of governmenL (36)
Slngapore Peads of governmenL (38) Peads of governmenL (33)
Pong kong Peads of governmenL (34) CorporaLe CLCs (36)
1urkey Peads of governmenL (33) Peads of governmenL (37)
unlLed Arab LmlraLes Peads of governmenL (39) Peads of governmenL (79)
SouLh Afrlca Peads of governmenL (34) 1lL: CorporaLe CLCs/ Peads of governmenL (30)
AusLralla CorporaLe CLCs (49) CorporaLe CLCs (31)


67. MCS1 kLSLC1LD LCLL IN SCCIL1
ULS1ICN*: Who among Lhe followlng are Lhe mosL respecLed people ln socleLy?
CorporaLe CLCs
LnLerLalners
Peads of
governmenL
CenLral bank leaders
unlverslLy leaders
Labor unlon leaders
Clergy
!ournallsLs
ollLlclans
CLher
uon'L know
*MulLlple answers posslble unless respondenL answered uon'L know"
unlLed SLaLes Clergy (30) LnLerLalners (33)
Canada rofesslonal aLhleLes (27) CorporaLe CLCs (23)
8razll
1lL: rofesslonal
aLhleLes/LnLerLalners/Clergy (24) 1lL: rofesslonal aLhleLes/LnLerLalners (29)
Mexlco rofesslonal aLhleLes (33) rofesslonal aLhleLes (32)
Colombla
1lL: rofesslonal aLhleLes/Peads of
governmenL (36) rofesslonal aLhleLes (33)
Cermany rofesslonal aLhleLes (30) rofesslonal aLhleLes (32)
lrance uon'L know (30) rofesslonal aLhleLes (23)
unlLed klngdom uon'L know (31) rofesslonal aLhleLes (32)
8ussla Peads of governmenL (36) Clergy (30)
lLaly Clergy (26) Clergy (29)
Spaln rofesslonal aLhleLes (41) rofesslonal aLhleLes (32)
neLherlands uon'L know (37) uon'L know (24)
oland rofesslonal aLhleLes (36) rofesslonal aLhleLes (33)
Chlna Peads of governmenL (38) CorporaLe CLCs (41)
!apan uon'L know (36) uon'L know (43)
SouLh korea uon'L know (31) Clergy (23)
lndla Peads of governmenL (43) CorporaLe CLCs (49)
lndonesla Clergy (39) Clergy (39)
Malaysla Peads of governmenL (43) Peads of governmenL (44)
Slngapore Peads of governmenL (41) Peads of governmenL (36)
Pong kong Clergy (24) unlverslLy leaders (27)
1urkey Peads of governmenL (23) Peads of governmenL (30)
unlLed Arab LmlraLes Peads of governmenL (42) Peads of governmenL (73)
SouLh Afrlca unlverslLy leaders (30) unlverslLy leaders (41)
AusLralla rofesslonal aLhleLes (27) unlverslLy leaders (33)


68. nIGnLS1-AID LCLL IN SCCIL1
ULS1ICN: 1o Lhe besL of your knowledge, whlch of Lhe followlng makes Lhe mosL money?
CorporaLe CLCs
Medla personallLles
LnLerLalners
Peads of governmenL
uon'L know

CorporaLe
CLCs
rofesslonal
aLhleLes
Medla
personallues
LnLerLalners
Peads of
governmenL
uon'L know
Ceneral opulauon 38 14 3 17 19 7
8uslness Lxecuuves 40 17 7 17 13 4
0
3
10
13
20
23
30
33
40
43


69. nIGnLS1 AID LCLL IN SCCIL1
ULS1ICN: ln your oplnlon, whlch of Lhe followlng should make Lhe mosL money?
CorporaLe CLCs
Medla personallLles
LnLerLalners
Peads of governmenL
uon'L know

CorporaLe
CLCs
ro
aLhleLes
LnLerLaln-
ers
Peads of
govL.
1eachers
ollce and
reghLers
uocLors
uon'L
know
0
3
10
13
20
23


70. 1nL WLAL1n GA
ULS1ICN: uo you Lhlnk LhaL Lhe gap beLween corporaLe CLC salarles and Lhe salarles of Lhelr average
workers ls growlng or shrlnklng?

Crowlng Shrlnklng uon'L know
0
10
20
30
40
30
60
70
80


71. DC CLCs CAkL?
ULS1ICN: Whlch of Lhe followlng ls closer Lo your oplnlon?
CorporaLe CLCs don'L care very much abouL growlng lncome lnequallLy, because lL means Lhey
are geLLlng wealLhler.
CorporaLe CLCs do care abouL growlng lncome lnequallLy even lf Lhey are geLLlng wealLhler,
because lL ls bad for buslness and Lhe economy.
uon'L know

CorporaLe CLCs don'L care
very much abouL growlng
lncome lnequallLy,
because lL means Lhey are
gemng wealLhler.
CorporaLe CLCs do care
abouL growlng lncome
lnequallLy even lf Lhey are
gemng wealLhler, because
lL ls bad for buslness and
Lhe economy.
uon'L know
0
10
20
30
40
30
60
70


72. CLC MC1IVA1ICNS
ULS1ICN: WhaL do you Lhlnk mosL corporaLe execuLlves are moLlvaLed by?
1helr compensaLlon
SaLlsfylng Lhe corporaLlon's cusLomers
SaLlsfylng Lhe corporaLlon's shareholders
SaLlsfylng Lhe corporaLlon's employees
Pelplng Lo shape socleLy
ower
CLher
uon'L know

1helr
Compensa
-uon
Sausfylng
cusLomers
Sausfylng
sharehold-
ers
Sausfylng
employees
Pelplng Lo
shape
socleLy
ower CLher
uon'L
know
0
3
10
13
20
23
30
33
40
43


73. kLSCNSI8ILI1ILS CI CCkCkA1ICNS
ULS1ICN: Pow much of a responslblllLy do you Lhlnk corporaLlons have Lo make sure people llve
good llves and have whaL Lhey need?

A greaL deal A good amounL Cnly a llule none aL all uon'L know
0
3
10
13
20
23
30
33
40
43


74. IC8 1kAINING
ULS1ICN: Whlch ls more lmporLanL ln preparlng people for [obs?
1he educaLlon sysLem
1he on-Lhe-[ob Lralnlng one geLs worklng ln a buslness
uon'L know
1oLal Ceneral opulaLlon respondenLs, by global markeL

1he educauon sysLem 38 39 63 39 43 48 33 37 41 39 47 32 20
1he on-Lhe-[ob Lralnlng one geLs
worklng ln a buslness
32 33 33 39 32 44 33 32 33 34 47 33 73
uon'L know 10 6 4 2 3 8 12 12 4 8 6 13 7
0
10
20
30
40
30
60
70
80
1he educauon sysLem 44 43 43 33 48 34 26 30 60 44 30 33
1he on-Lhe-[ob Lralnlng one geLs
worklng ln a buslness
33 33 31 43 49 39 67 38 33 48 47 36
uon'L know 3 22 3 4 3 7 8 11 3 8 4 9
0
10
20
30
40
30
60
70
80


7S. LIIL SA1ISIAC1ICN
ULS1ICN: Where do you flnd Lhe mosL saLlsfacLlon ln your llfe?
AL work
AL home wlLh famlly
ln rellglous worshlp
CLher
uon'L know


10
69
9
4
8
Genera| opu|anon
AL work
AL home wlLh
famlly
ln rellglous
worshlp
CLher
uon'L know
19
63
9
3
4
8us|ness Lxecunves
AL work
AL home wlLh
famlly
ln rellglous
worshlp
CLher
uon'L know
9
67
10
3
9
US Genera| opu|anon
AL work
AL home wlLh
famlly
ln rellglous
worshlp
CLher
uon'L know
21
63
9
4
1
AL work
AL home wlLh
famlly
ln rellglous
worshlp
CLher
uon'L know


76. CAkLLk SA1ISIAC1ICN
ULS1ICN: WhaL Lype of career would you prefer Lo have?
Worklng for one employer my whole career
Worklng for a number of employers over Lhe course of my career
Worklng for myself
CLher
uon'L know

Worklng for one employer my whole
career
28 27 13 12 8 26 22 21 17 23 23 23 33
Worklng for a number of employers
over Lhe course of my career
13 19 14 12 11 18 23 20 21 26 16 26 17
Worklng for myself 42 42 63 72 76 41 38 42 34 30 47 23 41
CLher 2 3 3 2 2 2 2 2 1 3 2 3 1
uon'L know 13 9 3 1 3 14 13 14 6 13 11 21 7
0
10
20
30
40
30
60
70
80
Worklng for one employer my whole
career
23 34 23 18 13 22 17 19 11 16 14 19
Worklng for a number of employers
over Lhe course of my career
19 17 20 31 12 23 28 20 12 26 14 24
Worklng for myself 33 16 38 46 68 47 44 31 69 31 67 43
CLher 0 1 2 2 3 2 1 1 3 1 1 3
uon'L know 3 32 17 3 2 7 9 10 6 7 4 10
0
10
20
30
40
30
60
70
80


77. CAkLLk SA1ISIAC1ICN
ULS1ICN: Whlch of Lhe followlng would you prefer Lo work for?
A blg corporaLlon
A medlum-slzed company
A small buslness
Myself
CLher
uon'L know

A blg corporauon 8 12 23 30 27 13 13 10 20 16 14 9 9
A medlum-slzed company 23 24 12 7 7 32 20 21 20 19 21 27 24
A small buslness 18 18 7 7 3 13 19 17 7 17 13 23 12
Myself 36 36 30 34 38 27 30 37 46 36 38 24 47
CLher 2 3 2 2 1 2 3 3 2 3 3 3 2
uon'L know 10 8 4 1 2 10 12 11 3 10 9 13 6
0
10
20
30
40
30
60
70
A blg corporauon 33 22 33 36 30 34 28 24 33 32 18 10
A medlum-slzed company 21 20 21 19 10 19 24 26 8 17 14 23
A small buslness 7 10 11 11 9 7 9 20 3 10 9 17
Myself 32 18 23 29 46 31 31 18 49 33 36 38
CLher 1 2 3 1 3 3 1 1 1 1 1 3
uon'L know 4 27 7 3 1 6 8 11 4 3 2 8
0
10
20
30
40
30
60

CNBC/Burson-Marsteller Corporate Perception Indicator 2014

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