TRUST IN ITALY

@EdelmanItalia
#TrustBarometer

FIORELLA PASSONI
CEO EDELMAN ITALIA
 21st ANNUAL
EDELMAN TRUST General Online Population Informed Public
BAROMETER 500 respondents in U.S. and China;
1,150 100 respondents in Nigeria;
Methodology respondents per country 200 in all other countries

Ages Represents 17% of total global population

18+ Must meet 4 criteria:

Online survey in 28 countries* ‣ Age 25-64

All slides show general
33,000+ respondents online population data ‣ College-educated
2021 Edelman Trust Barometer fieldwork unless otherwise noted ‣ In top 25% of household income
per age group in each country
conducted from October 19 to November 18, 2020
‣ Report significant engagement in public
policy and business news

*The 2021 Trust Barometer 27-market global averages (for

the general population, mass population and informed
public) do not include Nigeria Mass Population

27-market global data margin of error: General population +/- 0.6% All population not including
(N=31,050); informed public +/- 1.3% (N=6,000); mass population +/-
0.6% (N=25,050+); half-sample global general online population +/-
informed public
0.8% (N=15,525).
Country-specific data margin of error: General population +/- 2.9% Represents 83% of total global
(N=1,150); informed public +/- 6.9% (N=min 200, varies by country), population
except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8%
(N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by
country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement
1,500 U.S. respondents, fielded December 14 to 18, 2020
U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500).
U.S. Post-Election Supplement ethnicity-specific data margin of error:
Non-Hispanic White +/- 3.3% (N=894); all others +/- 4.0 (N=607). 2
21 YEARS OF TRUST

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Business Must
Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and Partner With
NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Government to
Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Regain Trust
Trust

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Declaring
Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Information
and Ethics
the Debate Innovation of Trust Bankruptcy
for Change

3
WHERE WE COME FROM

4
PESSIMISTIC ABOUT ECONOMIC PROSPECTS
Percent who believe they and their families will be better off in five years’ time - 0

+
Change, 2019 to 2020

Majority pessimistic in 15 of 28 markets

90
77 77 80
75
68 69 70
66
57 58 59 60

47
42 43
34 35 36 37 37
29 31 31 32
27
23
19
15

l llllllllllllllllllllllllllll
-5 -3 -4 -4 -2 -7 -9 0 -2 -6 -2 -4 -10 -9 -8 -7 +1 -2 n/a -10 -9 -4 -6 -4 +3 -8 -5 -3 n/a

2020 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. General population, 26-mkt avg. 5
CAPITALISM UNDER FIRE
Percent in Italy who agree - 0

+
Change, 2019 to 2020

How true is this for you?

Capitalism as it exists today
63
does more harm than
Sense of injustice 79 good in the world
Desire for change 78

Lack of confidence 73

Lack of hope 41
28

The system is…

10

Working for me
-3

Not sure
+4

Failing me
61 %
2020 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. 9-point scale; top 4 box, true. General population, Italy. 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]. TMA_SIE_SHV. Please indicate how much you
6
agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Italy.
WORRY ABOUT THE FUTURE OF WORK
Percent of employees in Italy who worry about job loss due to each issue

Jobs moved to other countries 70

I worry about losing my job
due to one or more of these causes Looming recession 64

Freelance/gig economy 60

Cheaper foreign competitors 57

Lack of training/skills 55

87 %
Immigrants who work for less

Automation
53

51

2020 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? 9-point scale; top 4 box, worried. Job loss net = codes 1,2,3,4,5,23,24. General population, Italy, among those who are employed (Q43/1). 7
 Highest job loss worry in each market
JOB LOSS Second-highest job loss worry
Third-highest job loss worry
Percent who are worried about losing their job due to each reason
Gig-economy Looming recession Lack of training/skills Foreign competitors Immigration Automation Job moved abroad
Argentina 61 65 57 55 54 51 46
Australia 60 51 51 49 48 45 41
Brazil 64 67 68 56 52 58 54
Canada 56 49 50 42 43 45 36
China 65 62 67 59 56 63 59
Colombia 74 74 69 69 74 65 60
France 65 54 54 51 52 55 49
Germany 51 45 43 42 41 40 46
Hong Kong 60 52 58 46 49 50 44
India 82 80 81 79 80 77 77
Indonesia 61 58 61 58 56 57 52
Ireland 57 55 50 45 42 39 40

Italy 60 64 55 57 53 51 70
Japan 44 37 45 38 44 38 40
Kenya 64 64 63 58 49 52 49
Malaysia 70 71 67 73 71 69 61
Mexico 71 71 67 64 59 60 59
Russia 49 60 49 38 43 34 27
Saudi Arabia 47 48 44 46 45 41 44
Singapore 67 67 66 64 67 59 60
S. Africa 61 70 63 53 55 51 45
S. Korea 60 69 57 58 50 63 44
Spain 68 66 65 62 58 57 58
Thailand 68 76 67 66 67 65 60
The Netherlands 49 34 38 36 38 35 29
UAE 62 65 63 62 64 59 59
U.K. 53 52 49 46 44 46 43
U.S. 55 49 51 42 47 46 40
2020 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? 9-point scale; top 4 box, worried. General population, 28-mkt avg, among those who are employed (Q43/1). 8
WORRY TECHNOLOGY IS OUT OF CONTROL
Percent in Italy who agree

The pace of change in I worry technology will make Government does not Trust in technology
2019-2020
technology is too fast it impossible to know if what understand emerging
people are seeing or technologies enough to Global 26 -4
hearing is real regulate them effectively
Largest declines in:

France -10

Canada, Italy,
Russia, Singapore -8

67 59 80 % % %
2020 Edelman Trust Barometer. CNG_POC. For the statements below, please think about the pace of development and change in society today and select the response that most accurately
U.S.

Australia
-7

-6

represents your opinion. 9-point scale; top 4 box, fast. Italy. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement. 9-point
scale; top 4 box, agree. Italy. PER_GOV. How well do you feel the government is currently doing each of the following? 5-point scale; bottom 3 box, not doing well (data excludes DK responses).
Italy. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. 26-mkt avg. All questions asked of half of the 9
sample among the general population.
WORRY ABOUT QUALITY INFORMATION
Percent in Italy who agree

The media I use are contaminated I worry about false information or fake
with untrustworthy information news being used as a weapon

63 % 76 %
+6
pts

Change,
2018 to 2020

2020 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. 9-point scale; top 4 box, agree.
Question asked of half of the sample. General population, Italy. 10
COVID-19
NEW NEEDS ARE EMERGING
PRODUCE PRODUCTS THAT CAN HELP
Percent in Italy who want each from brands Percent in Italy who agree

Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation

Shift to producing products that Offer free or lower-priced I am just not paying attention to
help people meet products to health workers, new products right now unless
the challenges high-risk individuals and those they are designed to help
whose jobs have been affected me with my pandemic-
related life challenges

89 47
%
42
92
47
%
45
53 %
2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q4. In the face of this coronavirus outbreak, what do you expect brands to do? 3-point scale; code 1, brands
must do this; code 2, I hope brands will do this. Q6. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Questions shown to those who
have heard of the virus (Q1/1). Italy. Data collected between March 23 and March 26, 2020. 12
SERVE AS INFORMATION SOURCE
Percent who want brands to play this role
Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation

Be a reliable news source, keeping people informed about the virus and the progress being
made in the fight against it

84 42
%
42
92

28

64
91

36

55
88

48

40
87

33

54
85

44

41
84

46

38
81

40

41
80

47
79

49
79

45

34
77

42

35
74

42

33 30 32

Global 12

2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q3. In the face of this coronavirus outbreak, what roles do you expect brands to play? 3-point scale; code 1,
brands must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020. 13
USE YOUR BRAND POWER TO EDUCATE
Percent who want brands to play this role
Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation

Be an educator, offering people instructional information about the virus and how to protect
themselves from it

8539 46
%
93

36

57
92

31

61
88

49

39
86

50

36
86

31

55
84

50

34
84

52
83

50
82

48

34
81

44

37
78

55
73

50

32 33
23 23

Global 12

2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q3. In the face of this coronavirus outbreak, what roles do you expect brands to play? 3-point scale; code 1,
brands must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020. 14
PROTECT EMPLOYEES AT ALL COSTS
Percent who want this from brands
Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation

Brands must do everything they can to protect the well-being and financial
security of their employees and their suppliers, even if it means suffering big
financial losses until the pandemic ends

90
93 93 92 91 91 90 90 89 89 89 87 86
29 37 34 32

% 38 39 38 40 47 45 49
31

64 56 58 59
52 38 53 51 52 49 55
42 44 38

Global 12

2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q4. In the face of this coronavirus outbreak, what do you expect brands to do? 3-point scale; code 1, brands
must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020. 15
BRANDS’ RESPONSE TO PANDEMIC
ALREADY INFLUENCING PURCHASE
Percent who agree

I have recently started using a new brand because of the innovative

or compassionate way they have responded to the virus outbreak

82

37
60
52
46
33
% 30 29 26 24 21 20 19

Global 12

2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q2. Please indicate how much you agree or disagree with the following statements about brands and how they
are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23
and March 26, 2020. 16
BRANDS’ RESPONSE TO PANDEMIC
WILL INFLUENCE FUTURE PURCHASE
Percent who agree

How well a brand responds to this crisis will have a huge impact on my
likelihood to buy that brand in the future

88
79 76 73 70

65
66 65 64 61
50
45 45

%
Global 12

2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q2. Please indicate how much you agree or disagree with the following statements about brands and how they
are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23
and March 26, 2020. 17
MAINTAINING BRAND TRUST DURING THE CORONAVIRUS

1. 2. 3. 4.
Show up and Don’t act alone Solve, don’t sell Communicate with
do your part emotion, compassion
and facts

Brands have a vital role There is strength in Brands should focus all People are reassured by
to play. Now is not the collaboration. To truly efforts on finding positive brand actions
time to disappear, but to help people during this appropriate and and commitments.
show up and use all crisis requires a joining meaningful solutions to Communicate with
your resources and of forces with others, the problems people are empathy to help both
creativity to make a most critically facing today. inform and calm.
difference. government.

18
RECORD HIGHS FOR ALL INSTITUTIONS Distrust Neutral Trust
Percent trust (10-market average)

Government Business
Most-trusted
63
institution for 62
the first time

45

36

2012 2013 2014 2015 2016 2017 2018 2019 Jan May
2012 2013 2014 2015 2016 2017 2018 2019 Jan May
2020 2020
2020 2020

Media NGOs
62

55
51
46

2012 2013 2014 2015 2016 2017 2018 2019 Jan May 2012 2013 2014 2015 2016 2017 2018 2019 Jan May
2020 2020 2020 2020

2020 Edelman Trust Barometer Spring Update. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4
box, trust. General population, 10-mkt avg. 19
PANDEMIC
PUTS TRUST TO THE TEST
SPRING TRUST BUBBLE BURSTS;
BIGGEST LOSS FOR GOVERNMENT - 0 +
Distrust Neutral Trust Change, wave to wave
Trust Index, 11 countries included in the 2020 Trust Barometer Spring Update (1-49) (50-59) (60-100)

+/- Jan 2020 to +/- May 2020 to

Global 11 Government May 2020 Jan 2021
S. Korea +16 -17

+/- May 2020 UK +24 -15

to Jan 2021
China +5 -13
61 Government -8
-8
Mexico +12 -12
Media -6
-5 -6
+6 Canada +20 -11
NGOs -6
-6
India +6 -8
56 Business -3
-3
55 U.S. +9 -6
Government was the most Germany +19 -5
trusted institution in May,
then lost its lead 6 months later Japan -5 -1

Saudi Arabia +5 -1
Jan 2020 May 2020 Jan 2021
France +13 +2
2

2021 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. 9-point scale; top 4 box, trust. General population, 11-mkt avg. 21
IN ITALY, TRUST IN GOVERNMENT RISES YEAR-TO-YEAR
Percent trust, in Italy - 0 +
Distrust Neutral Trust Change, 2020 to 2021

Business Government Media NGOs

52
59

51 50
+3 48
pts
TRUST INDEX
Change,
2020 to 2021

+2 +10 +1 -1

2021 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. 9-point scale; top 4 box, trust. General population, Italy. 22
 15 Years of Trust Index
2006 2021
47% 66%

Trust in institutions Trust in institutions – Italy

Informed Publics ages 35-64
NGOs Business Government Media 70%
70%

NGO 62%
63% 63%
66%
60%
56%

BUS
50%
51%
43%
42%
39%
40% GOV 41%
33% 33% 37%
31% 35%
30% 32% 32%
MED 29%
27%
20%

10%
2006 2007 2008 2009 2010

A7-A10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On 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, how much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in Italy
23
AMONG RESPONDENTS IN ITALY,
LACK OF TRUST IN FOREIGN COUNTRIES Distrust Neutral Trust
(1-49) (50-59) (60-100)

Percent trust in companies headquartered in each country, Percent trust in the national government of each
in Italy foreign country, in Italy

75
72

66
64 63
62 61
58 49
57
55
52
38
48 48
45 44 32

23

29 29 28
25 25

2014 2015 2016 2017 2018 2019 2020 2021

2021 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. 9-point scale; top 4 box, trust. Question asked of half of the sample. TRU_GOV. Please indicate how much you trust the national
government of each of the following countries 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”. 9-
point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, Italy. 24
 2021 2021
Trust gap
TRUST INEQUALITY Informed public Mass population

68 Global 27 52 Global 27 Record trust inequality

SPREADS FURTHER 86 India 68 China
16
14
86 Saudi Arabia 68 Indonesia 15
Trust Index 83 Indonesia 67 India 19
82 China 67 Saudi Arabia 19
79 The Netherlands 66 Singapore 10
79 UAE 65 UAE 14
78 Malaysia 63 Malaysia 15
Distrust Neutral Trust 77 Australia 62 17
The Netherlands
(1-49) (50-59) (60-100)
76 Singapore 58 Kenya 7 DOUBLE-DIGIT TRUST
75 Thailand 56 Mexico 10 INEQUALITY IN RECORD
66 Italy 56 Thailand 19 NUMBER OF COUNTRIES
66 Mexico 55 Australia 22
Nr. of countries with
65 France 55 Canada 9 double-digit trust inequality
65 Kenya 52 Germany 10
Mass population 16 points less trusting Global 22 21
65 S. Africa 51 Italy 15
64 Canada 49 Nigeria* 3
63 Ireland 48 Ireland 15
62 Brazil 47 Brazil 15
62 Germany 46 Colombia 13 7
62 U.S. 45 France 20
59 Colombia 44 Argentina 12
59 S. Korea 44 S. Africa 21
59 UK 44 Spain 13 2012 2021
57 Spain 44 U.S. 18
56 Argentina 43 S. Korea 16
2021 Edelman Trust Barometer. The Trust Index is the average
percent trust in NGOs, business, government and media. TRU_INS. 52 Japan 43 UK 16
Below is a list of institutions. For each one, please indicate how 52 Nigeria* 39 Japan 13
much you trust that institution to do what is right. 9-point scale; top 4
41 Russia 28 Russia 13
box, trust. Informed public and mass population, 27-mkt avg.
*Nigeria not included in the global average 25
PANDEMIC
FURTHER FUELS FEARS
NO INSTITUTION
SEEN AS BOTH ETHICAL 2021

COMPETENT 35 2020

AND ETHICAL
(Competence score, net ethical score),
in Italy

NGOs
(-33, 6)
LESS COMPETENT - 50 50 COMPETENT
Business
(5, -6)

(-42, -19)
Government Media
(-29, -20)

X Y
-69 -43
-35

UNETHICAL

2021 Edelman Trust Barometer. The ethical scores are averages of nets based on INS_PER_DIM/1-4. Question asked of half of the sample. The competence score is a net based on
TRU_3D_INS/1. Depending on the question it was either asked of the full of half the sample. General population, Italy. For full details regarding how this data was calculated and plotted, please
see the Technical Appendix. 27
 Percent who are concerned
PANDEMIC ADDED Percent who are fearful

TO PERSISTENT 89
PERSONAL AND
78
SOCIETAL FEARS 71
Percent who are concerned,
and percent who are fearful, in Italy 64 64

53
44
34
30
24

2021 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, Job loss (net) Climate change Contracting Losing my Hackers and cyber-
how much do you worry about each of the following? 9-point scale; COVID-19 freedoms as a attacks
top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to citizen
half of the sample. General population, Italy. Job loss asked of those
who are an employee (Q43/1). Job loss is a net of attributes 1-3, 5,
and 22-24. 28
PANDEMIC DEEPENS INEQUITIES AROUND THE WORLD
Percent who agree

Those with less education, less money and fewer resources are being unfairly
burdened with most of the suffering, risk of illness, and need to sacrifice due to the pandemic

78
72 70 70 69 68 66 65 65 65 65 64 63 63 61 59 58 58 58 58 57 57 55 55 54 54 54
Global 27 52

62%
2021 Edelman Trust Barometer. CV1_Q3. Please indicate your level of agreement with the statements below 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, 27-mkt avg.
*Nigeria not included in the global average 29
CRISIS OF LEADERSHIP
SOCIETAL LEADERS NOT TRUSTED
TO DO WHAT IS RIGHT
- 0 +
Percent trust, in Italy Distrust Neutral Trust Change, 2020 to 2021

Societal leaders not trusted

72

58 60

39
35 36 36

+5 -3 -2 +4 -5 n/a -13

People in my local
Government leaders Journalists Religious leaders CEOs My employer CEO Scientists
community

2021 Edelman Trust Barometer. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right. 9-point scale; top 4
box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, Italy. 31
SOCIETAL LEADERS SUSPECTED OF
LIES AND MISINFORMATION
Percent who worry, in Italy

Our government leaders Business leaders

are purposely trying to mislead are purposely trying to mislead
people by saying things they know are false people by saying things they know are false
or gross exaggerations or gross exaggerations

64 % 63 %
2021 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? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. General population, Italy. 32
TRUST IS LOCAL:
MY EMPLOYER A MAINSTAY OF TRUST - 0 +
Distrust Neutral Trust Change, 2020 to 2021
Percent trust in my employer

Italy Trust in my employer stable or rising in 18 of 27 countries

92 89 86 85 83 83 82

76
79 79 79

76%
78 77 76 76 76 76 75 74 73 72 72 71 70 70 69 66
60 58

My employer
My employer more
trusted than institutions

Business 59

Government 51
0
l -1 +2 +1 +7 +2 0
l -1 +5 0 +3 +4 +1 +1 +4 0
ll
-3 -12 0 0
ll -2 -6 +4 n/a
l ll
-1 +3 -4 -1

Media 50

NGOs 48

2021 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. 9-point scale; top 4
box, trust. General population, Italy. Question asked among those who are employed (Q43/1). 33
SPOKESPEOPLE CREDIBILITY OVER TIME
Percent who rate each as very/extremely credible
as a source of information about a company, in Italy

63 62 63
62 61
59
57 56 57
61
58 58 53
56 Academic expert
55 54
53 54
50 A person like yourself
46
38 38 Government official
34 35 35
33 34
32 CEOs
29 29 36 30
31
32 30 31
29 Journalist
28 28 27
26 27 27
26
24
21

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

2021 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, Italy. 34
RAGING INFODEMIC
FEEDS MISTRUST
TRUST IN ALL INFORMATION SOURCES NEAR RECORD LOWS
Percent trust in each source for general news and information, in Italy

73
69 68 70 69
66 65 65 Change
69 Trusted (60-100)
61 61 2020-2021
66
57 55 56 53 53 59 Search engines* -6
53
51
56
47 48 47 49 52
45
47 Traditional media -13
45 46
44 43
38 34
37 36 Owned media -15
30
33
Social media -3
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

2021 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? 9-point scale;
top 4 box, trust. Question asked of half of the sample. General population, Italy.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 36
NEWS ORGANIZATIONS SEEN AS BIASED
Percent who agree, in Italy

Journalists and reporters Most news organizations The media is not doing well at
are purposely trying to are more concerned with being objective and non-
mislead people by saying supporting an ideology or partisan
things they know are false or political position than with
gross exaggerations informing the public

69 % 71 % 75 %
2021 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? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. ATT_MED_AGR. Below is a list of statements. For each one, please rate how
much you agree or disagree with that statement. 9-point scale; top 4 box, agree. Question asked of half of the sample. PER_MED. How well do you feel the media is currently doing each of the
following? Please indicate your answer using the 5-point scale below. 5-point scale; bottom 3 box, not doing well. Question asked of half of the sample. General population, Italy. 37
IN ITALY, ONLY 1 IN 3 HAVE
GOOD INFORMATION HYGIENE
Percent in each segment

Information hygiene: 37

35 67% of respondents
1. News engagement
share or forward news
2. Avoid information echo items that they find to be
chambers interesting.
28
3. Verify information Of those, only 38% have
4. Do not amplify
good information hygiene
unvetted information

Poor Moderate Good

information hygiene information hygiene information hygiene

2021 Edelman Trust Barometer. 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. 7-
point scale; top 5 box, several times a month or more. General population, Italy. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix. 38
HIGH STAKES FOR
PUBLIC HEALTH
AND THE ECONOMY
VACCINE HESITANCY REMAINS A MAJOR HURDLE
Percent who say they will take the COVID-19 vaccine within the next year

Global 27

80
76
71 71 72 73 74 75
68 69 69 70

64
65 65 65 66 66 66
62
58 58 59 59
52 54 54
% 40
49

Willing to vaccinate…

48 51
42 43 45 45
31 Six months to one year 39 39 39 39
32 33 33 32 35 33 35 35
24 26 28 24 28
21 23
15 18 18
33 As soon as possible

Only 1 in 3 ready to take the

vaccine as soon as possible

2021 Edelman Trust Barometer. VACCINE1. If and when a COVID-19 vaccine becomes available will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Question asked
of half of the sample. General population, 27-mkt avg.
*Nigeria not included in the global average 40
PANDEMIC FEARS
IMPEDE RETURN TO WORKPLACE
Percent who say each reason is why they are choosing to work from home vs. choosing to return to the workplace,
in Italy

47 % choosing to work at home,

for the following reasons: 53 % choosing to return to the office,
for the following reasons:

COVID-19 risk
56 My employer made me feel safe 28
while commuting/in office (net)

I am more productive 22 I am more productive 37

Enhanced work-life balance 25 Healthy work-life balance 27

2021 Edelman Trust Barometer. WRK_CHOICE. Which of the following best describes your current working situation? Question asked of those who are an employee (Q43/1). Data among employees that have a choice of
working from home or their workplace. WHY_HOME. Why are you choosing to continue working from home even though you could return to the workplace if you wanted to? Select all that apply. Question asked of employees
that are choosing to work from home (Q43/1 AND WRK_CHOICE/3). WHY_OFFICE. Why are you choosing to work at an office or other workplace even though you could work remotely if you wanted to? Select all that apply.
Question asked of employees that are choosing to return to their workplace (Q43/1 AND WRK_CHOICE/4). General population, Italy. COVID-19 risk while commuting / in office is a net of WHY_HOME/2-3. 41
POOR INFORMATION HYGIENE
THREATENS PANDEMIC RECOVERY
Percent who say they will take the COVID-19 vaccine within a year

Those with good Those with poor 16 countries with double-digit gaps
information hygiene information hygiene
88
80 78 78
77
72 72 72 73
70 69 70
65 65 67 67
62 63 63 61
59 59 57 59 57
56 55 56
52 50
48 49
46
42

Gap,
willingness
to vaccinate
11pts within a year 21 17 17 16 16 16 15 15 15 14 14 14 12 11 11 10

Global 27

2021 Edelman Trust Barometer. VACCINE1. If and when a COVID-19 vaccine becomes available will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Question asked
of half of the sample. General population, 27-mkt avg, by hygiene level. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix. 42
A NEW MANDATE
FOR BUSINESS
BUSINESS EXPECTED TO FILL VOID
LEFT BY GOVERNMENT
Percent who agree, in Italy

CEOs should step in CEOs should take the lead CEOs should hold
when the government does not fix on change rather than waiting themselves accountable to
societal problems for government to impose change the public and not just to the
on them board of directors or stockholders

65 % 57 % 55
2021 Edelman Trust Barometer. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a
%
particular country, how would you characterize each using the following three-point scale? 3-point scale, sum of codes 2 and 3. Question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you
agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Italy. 44
CEOS MUST LEAD ON SOCIETAL ISSUES

Percent in Italy who expect CEOs to publicly speak out

about one or more of these societal challenges

Pandemic impact 53

74
Job automation 31

% Local community issues 27

Societal issues 24

2021 Edelman Trust Barometer. CEO_SPEAK. Looking at the topics listed below, please select the ones you expect CEOs to currently be speaking out about publicly. Select all that apply. Question
asked of half of the sample. General population, Italy. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7. 45
BUSINESS GAINS THE MOST TRUST BY
BEING A GUARDIAN OF INFORMATION QUALITY
Percent increased likelihood of trusting business associated with performing well on each action

When these actions are performed well… Increased likelihood of trust

Guarding information quality +5.8%

Embracing sustainable practices +5.7%
Robust COVID-19 health and safety response +4.8%
Driving economic prosperity +4.7%
Long-term thinking over short-term profits +4.6%

2021 Edelman Trust Barometer. Discrete choice analysis; results shown are marginal effects on likelihood to trust. PER_BUS. How well do you feel business is currently doing each of the
following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do
what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. For a full explanation of how this data was calculated, please see the Technical Appendix. 46
LOOKING FOR LEADERSHIP FROM CEOS 2019

Percent who say that Percent who agree CEOs can create positive change in:
CEOs should take the lead
Equal pay 65
on change rather than waiting
for government to impose it Prejudice and discrimination 64

Training for the jobs of tomorrow 64

76%
The environment 56

Personal data 55

+11pts Sexual harassment 47

Fake news 37

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?
47
Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia).
 General
Leaders Seen As Underperforming 2016 Population

Importance vs. performance of 16 trust-building leadership attributes

% %
Importance Performance Gap

Integrity 40 30 10
Source: 2016 Edelman Trust
Exhibits highly ethical behaviors 40 29 11 Barometer. Q462-478 How important
Takes responsible actions to address an issue or crisis 38 31 7 is each of the following attributes to
building your trust in CEOs? (Top 2
Behaves in a way that is transparent and open 43 29 14 Box, Important) Q479-495 Please rate
CEOs on how well you think they are
Engagement 36 28 8 performing on each of the following
attributes. Use a 9-point scale where
Treats employees well 39 29 10 one means they are “performing
Listens to customer needs and feedback 37 29 8 extremely poorly” and nine means
they are “performing extremely well.”
Places customer ahead of profits 30 26 4 CEO questions use the same scales
as the business questions. (Top 2
Communicates frequently and honestly on the state of their company 38 27 11 Box, Performance) General
Products Population, Italy.
39 33 6
Places a premium on offering high quality products or services 42 34 8
Is focused on driving innovation and introducing new products/services/ideas 36 32 4
Purpose 34 28 6
Is dedicated to protecting and improving the environment 34 26 8
Ensures that the company creates programs that positively impact the local community in which it
37 32 5
operates
Ensures that the company addresses society's needs in its everyday business 37 27 10
Ensures that the company partners with NGOs, government and third parties to address societal
29 26 3
issues
Operations 31 27 4
Attracts and retains a highly-regarded and widely admired top leadership team 38 31 7
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 22 21 1
48
Manages the company in a way that delivers consistent financial returns 32 29 3
 General
Personal Values and History Matter 2016
Population
Percent who agree that each type of information
is important in building trust in a CEO

80%

74%
72%
70%

Their personal values Their education and The obstacles Their personal
how it shaped them they have overcome success story

Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?
Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General
Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct
49
Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of the following
aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to
CONSUMERS AND EMPLOYEES
EXPECTED TO HAVE A SEAT AT THE TABLE
Percent who agree, in Italy

71Consumers …
% 58
Employees …
% 53 % of those who
are employed

I am more likely now than a year

have the power to force ago to voice my objections to
management or engage in
corporations to change workplace protest

2021 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 of the
sample. 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 (Q43/1). General population, Italy. 50
EMERGING FROM INFORMATION BANKRUPTCY

1 2 3 4
Business: Embrace Lead with facts, Provide Don’t go it alone
expanded mandate act with empathy trustworthy content

CEOs must lead on issues Business, government, NGOs

Societal leaders must have the All institutions must provide and others must find a
from sustainability and courage to provide straight truthful, unbiased, reliable
systemic racism to upskilling. common purpose and take
talk, but also empathize and information. collective action to solve
Act first, talk after. address people’s fears. societal problems.

51
SECTORS’ CREDIBILITY
TRUST DECLINES IN 10 OF 15 SECTORS
Percent trust in each sector, in Italy
- 0

+
Distrust Neutral Trust Change, 2020 to 2021

69
64 64 65 66
59 61
57 57 58 58
53 53 54

42
36

n/a +1 -4 -4 -3 -4 -7 -2 +2 -5 +2 -7 -6 +3 +5 -1

2021 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown
to half of the sample. General population, Italy. 53
INDUSTRY SECTORS OVER TIME
- 0

+
Percent trust in each sector, in Italy Distrust Neutral Trust Change, 2012 to 2021

10yr.
Industry 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Trend

Technology 79 72 78 77 78 79 78 78 70 69 -10

Healthcare - - - - 50 54 57 59 61 66 n/a

Food and beverage 67 59 63 64 64 64 62 65 62 65 -2

Consumer packaged goods 62 55 58 59 57 62 60 62 59 61 -1

Entertainment - 58 66 66 64 65 66 68 64 59 n/a

Telecommunications 61 53 57 60 60 62 57 61 56 58 -3

Automotive 56 54 63 64 54 63 58 66 61 57 +1

Energy 58 49 54 56 56 59 62 62 57 54 -4

Financial services 32 26 32 36 40 41 43 41 41 42 +10

2021 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown
to half of the sample. General population, Italy. 54
Technology remains most trusted industry sector globally

EU less trusting of most industries

Technology 80% 77% 92%

Biotech 64% 62% 78%

Automotive 64% 58% 65%

Retail 62% 60% 65%

Food 62% 58% 62%

Energy 62% 53% 65%

Health care industry 61% 60% 55%

Pharmaceuticals 58% 50% 35%

CPG manufacturers 57% 54% 58%

Entertainment 56% 57% 66%

Banks 50% 32% 31%

Media companies 46% 38% 42%

Insurance 44% 33% 29%

Significant at 95%
confidence level
A26-38. Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following
industries to do what is right. Again, please use 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.” (Top 4 Box) Informed publics ages 25-64 in 22 countries, the EU, and Italy

55
ITALY KEY TAKEAWAYS

1 2 3 4
TANGIBLE ACTION MULTI- CEOS MUST GET YOUR OWN
NEEDED TO STAKEHOLDERS DEMONSTRATE HOUSE IN ORDER,
PRESERVE TRUST COLLABORATION PUBLIC ADVOCATE AND
FOR THE LONG ON SOLUTIONS IS LEADERSHIP USING EDUCATE
TERM URGENTLY NEEDED THEIR POWER TO
INFLUENCE AND
CREATE CHANGE

56