Burson Marsteller

1. 1

2. 2
SAMPLE SIZES
GENERAL PUBLIC C-SUITE
Sample
Size
Margin of
Error
Sample
Size
Margin of
Error
Total Sample 25,012 ±0.62% 1,816 ±2.3%
United States 1000 ±3.10% 76 ±11.24%
Canada 1001 ±3.10% 75 ±11.32%
Brazil 1004 ±3.09% 77 ±11.17%
Mexico 1000 ±3.10% 76 ±11.24%
Colombia 1003 ±3.09% 54 ±13.34%
Germany 1010 ±3.10% 78 ±11.10%
France 1002 ±3.10% 77 ±11.17%
United Kingdom 1013 ±3.08% 75 ±11.32%
Russia 1015 ±3.08% 79 ±11.03%
Italy 1009 ±3.09% 76 ±11.24%
Spain 1000 ±3.10% 75 ±11.32%
Netherlands 1003 ±3.09% 75 ±11.32%
Poland 1000 ±3.10% 75 ±11.32%
China 1000 ±3.10% 75 ±11.32%
Japan 1000 ±3.10% 77 ±11.17%
South Korea 1000 ±3.10% 75 ±11.32%
India 1001 ±3.10% 75 ±11.32%
Indonesia 1000 ±3.10% 75 ±11.32%
GENERAL
PUBLIC
C-SUITE
Sample
Size
Margin of
Error
Sample
Size
Margin of
Error
Malaysia 1001 ±3.10% 75 ±11.32%
Singapore 1000 ±3.10% 77 ±11.17%
Hong Kong 1000 ±3.10% 75 ±11.32%
Turkey 1025 ±3.06% 60 ±12.65%
UAE 923 ±3.23% 75 ±11.32%
South Africa 1000 ±3.10% 34 ±16.81%
Australia 1002 ±3.10% 75 ±11.32%
GENERAL
PUBLIC
C-SUITE
Sample
Size
Margin of
Error
Sample
Size
Margin of
Error
North America 2001 ±2.19% 151 ±7.98%
Latin America 3007 ±1.79% 207 ±6.81%
Europe 8052 ±1.09% 610 ±3.97%
Asia 8002 ±1.10% 604 ±3.99%
Middle East 1948 ±2.22% 135 ±8.43%
Emerging Markets 11972 ±0.90% 830 ±3.40%
Developed Markets 13040 ±0.86% 986 ±3.12%
BRIC 4020 ±1.55% 306 ±5.60%
Penn Schoen Berland fielded the survey June 28 through August 15, 2014 using a sample provided by Kantar.

3. 3
AUDIENCE DEFINITIONS
General Public (GP):
Individuals 18 years and older
C-Suite:
Executives at companies with 50+ employees with
job titles of at least director, often including vice
presidents and above
Regions:
North America: United States, Canada
Latin America: Mexico, Brazil, Colombia
Europe, Middle East, Africa: Germany, France, UK, Russia, Italy, Spain,
Netherlands, Poland, South Africa, Turkey, UAE
Asia: China, Japan, Korea, India, Indonesia, Malaysia, Singapore, Hong Kong,
Australia
Other groups highlighted throughout:
Emerging Markets: Brazil, Mexico, Colombia, Russia, Poland, China, India, Indonesia, Malaysia, Turkey, UAE, South Africa
Developed Markets: United States, Canada, Germany, France, United Kingdom, Italy, Spain, Netherlands, Japan, Korea, Singapore,
Australia, Hong Kong*
BRIC: Brazil, Russia, India, China
*Hong Kong SAR included separately from China given economic distinctions

4. 4
Executive Summary
Survey conducted by Penn Schoen Berland.

5. 5
PURPOSE
Six years after the 2008 Financial Crisis, Burson-Marsteller and CNBC surveyed 25,000 individuals in the general public and more than
1,800 corporate executives in 25 markets around the world. The objective was to understand the hopes, fears and expectations about
corporations and corporate executives in society and the economy and how to strengthen their reputations.
KEY FINDINGS: SEVERAL KEY DETERMINATIONS EMERGE THAT SET THE CONTEXT FOR THE ENTIRE REPORT:
1. Survey finds significant strength of corporate
reputations, but still real work to be done
There are signs globally of positive attitudes towards corporations
 Corporations generally are viewed as playing a positive role in job creation,
economic growth and innovation
 Most major industries are viewed favorably in both developed and emerging
markets
 They tend to be seen as having become more socially and environmentally
responsible
Despite those positive attitudes, both the general public and business leaders retain
reservations about the economic, political and social activities of corporations
 Large majorities in developed markets say the financial crisis did not humble
corporations, leaving them to act no more responsibly than in 2008
 Challenges, most prominent in developed markets, include concerns about
whether corporations will play a positive role in the future, their influence over
government and whether they pay a fair share of taxes
2. Where you sit shapes your views of
corporations and CEOs
MAIN STREET VS. C-SUITE
In developed markets, there is a sharp difference
between how the general public (more skeptical)
and how C-Suite business leaders (more positive)
view corporations
DEVELOPED VS. EMERGING
MARKETS
The general public in emerging markets has a strongly
positive view of the role corporations play, while the
general public in developed markets tends to have less
favorable views

6. 6
KEY FINDINGS (CONTINUED)
2. Where you sit shapes your views
of corporations and CEOs
US VS. CHINA
The US general public and the Chinese general
public sit on opposite sides of the spectrum on their
views of both corporations today and the role of
corporations in the future (Chinese have far more
positive opinions of corporations than Americans)
MILLENNIALS
Pluralities of US Millennials (ages 18-34), along with
Baby Boomers (ages 35-49), see corporations as a
source of fear, while a plurality of Americans over 65
years sees them as a source of hope
3. CEOs have great potential to reshape
perceptions by redefining their own roles
CEOs are viewed as among the most “powerful” people in society, but not
the most “respected” – recasting the role of the CEO in a positive light is
essential
4. Corporations and their CEOs have
pathways for strengthening their
reputations through greater
communications about a range of activities
that respondents say matter but don’t hear
enough about, including:
 Contributions to economic growth and job creation
 Social responsibility, especially related to the environment
 Policies toward employees
 Corporate purpose

7. 7
Survey finds real improvement of
corporate reputations, but also
significant work still to be done to
dispel qualms about the corporate
sector and its leaders
Survey conducted by Penn Schoen Berland.

8. 8
An overwhelming majority of the global general public believes corporations play a
positive role in economic growth, jobs and innovation
In developed markets, corporations are not seen as a positive a force on taxes or inequality
Corporations play a positive role in…
83% 81% 81% 81%
78%
75%
69% 69%
66% 65%
61% 59% 58%
70%
66% 67%
73%
64%
58%
51%
55%
52%
45%
42% 40% 40%
Creating economic
growth
Creating jobs Driving innovation Providing
consumer
products
Providing
workforce training
Supporting
financial markets
Providing
healthcare
coverage
Promoting
diversity
Providing
retirement benefits
Paying a fair share
of taxes
Address pay
inequality for
women
Helping the
government to
govern fairly and
effectively
Addressing
income inequality
Emerging GP Developed GP
Q: Do you think corporations generally play a positive role or a negative role in each of the following?

9. 9
Solid majorities of the public in both developed and emerging markets view most major
industries favorably
Q: How favorable are you towards the following industries?
90
85 84 84 81 81
76 75 72 70 69 69
64 61
84
79 76 79
65 65
69
56
47
60
52
47 50 47
Emerging GP Developed GP

10. 10
Corporations are viewed as having become more socially responsible,
particularly by respondents in emerging markets
Q: Do you think corporations have become more or less socially responsible over the past decade?
65% 77%
11% 4%
24% 18%
GP C-Suite
MORE SOCIALLY
RESPONSIBLE
LESS SOCIALLY
RESPONSIBLE
44% 62%
39%
30%
17%
7%
GP C-Suite
DON’T KNOW
EMERGING MARKETS DEVELOPED MARKETS
 Nearly 1/3 of C-Suite
in
developed
markets say they
are becoming
less socially
responsible
 52% of the
general public
and C-Suite in
Germany say less
socially
responsible
GP C-SUITE
GP C-SUITE

11. 11
Corporations are overwhelmingly seen as becoming more environmentally responsible
Q: In general, do you think corporations are becoming more or less environmentally responsible?
64% 75%
7% 3%
29%
22%
GP C-Suite
60%
14%
68%
6%
26% 26%
GP C-Suite
MORE SOCIALLY
RESPONSIBLE
DON’T KNOW
LESS SOCIALLY
RESPONSIBLE
EMERGING MARKETS DEVELOPED MARKETS
GP C-SUITE GP C-SUITE

12. 12
Despite improvements, less than a quarter of the general public in developed
markets says corporations have been humbled by the economic crisis
44%
39%
23%
48%
52%
55%
47%
41%
9%
22%
6%
15%
GP
C-Suite
GP
C-Suite
EMERGING
MARKETS
DEVELOPED
MARKETS
CORPORATIONS GENERALLY WERE NOT
HUMBLED BY THE ECONOMIC CRISIS
THAT BEGAN IN 2008 AND THEY DO NOT
ACT MORE RESPONSIBLY THAN THEY
DID BEFORE
THE ECONOMIC CRISIS THAT BEGAN IN
2008 GENERALLY HUMBLED
CORPORATIONS, AND THEY NOW ACT
MORE RESPONSIBLY
DON’T
KNOW
Q: Which is closer to your view?
The general public and C-Suite in Germany are most likely to
say corporations have not been humbled (73% and 74%,
respectively).
GP
C-SUITE
GP
C-SUITE

13. 13
In developed markets, no consensus among general public and C-Suite on
whether corporations are a source of hope or fear
Nearly half of the general public sees corporations as a source of hope in developed markets as well and 1 in 4 are not sure,
indicating they could be swayed towards hope
64%
58%
44%
70%
32%
30%
23%
22%
11%
26%
7%
13%
GP
C-Suite
GP
C-Suite
CORPORATIONS ARE A
SOURCE OF HOPE
CORPORATIONS ARE
A SOURCE OF FEAR
DON’T KNOW
GP
C-SUITE
GP
C-SUITE
EMERGING
MARKETS
DEVELOPED
MARKETS
Q: Thinking about the role of corporations in the future, which is closer to your view?

14. 14
The general public in developed and emerging markets strongly disagree
whether strong corporations are a good thing
General public and C-Suite are again more aligned in emerging markets than developed
IT IS A GOOD THING WHEN CORPORATIONS ARE
STRONG AND INFLUENTIAL, BECAUSE THEY ARE THE
ENGINES OF INNOVATION AND ECONOMIC GROWTH
58%
51%
35%
61%
34%
42%
46%
35%
9%
7%
18%
4%
GP
C-Suite
GP
C-Suite
IT IS A BAD THING WHEN CORPORATIONS ARE
STRONG AND INFLUENTIAL, BECAUSE THEY RIG
THE SYSTEM SO THEY DO NOT HAVE TO ACT
RESPONSIBLY
DON’T KNOW
GP
C-SUITE
GP
C-SUITE
EMERGING
MARKETS
DEVELOPED
MARKETS

15. 15
Globally, majorities of both the general public and business leaders see corporations
as not paying what they owe in taxes – especially in developed markets
40%
39%
24%
46%
56%
62%
50%
52%
9%
5%
14%
4%
GP
C-Suite
GP
C-Suite
GP
C-SUITE
GP
C-SUITE
CORPORATIONS TEND TO PAY WHAT
THEY OWE IN TAXES – ONLY A FEW
TAKE ADVANTAGE OF LOOPHOLES TO
AVOID PAYING THEIR FAIR SHARE
CORPORATIONS TEND TO TAKE
ADVANTAGE OF LOOPHOLES TO AVOID
PAYING THEIR FAIR SHARE OF TAXES –
ONLY A FEW PAY WHAT THEY OWE
DON’T KNOW
China is the outlier, with 63% of both audiences saying corporations
tend to pay what they owe
EMERGING
MARKETS
DEVELOPED
MARKETS
Q: Which is closer to your view?

16. 16
Markets where tax inversions are happening, including the US, tend to have
negative views on corporate tax payment
General public in the Netherlands is slightly more likely than others to say corporations tend to pay what they owe
13%
1%
11%
5%
14%
7%
19%
8%
17% 38% 19%
43%
19% 33%
26%
35%
70%
61%
69%
52%
68%
60%
56% 57%
GP C-Suite GP C-Suite GP C-Suite GP C-Suite
Corporations tend to take advantage of
loopholes to avoid paying their fair share of
taxes – only a few pay what they owe
Corporations tend to pay what they owe in
taxes – only a few take advantage of
loopholes to avoid paying their fair share
Don’t know
US CANADA UK NETHERLANDS
Q: Which is closer to your view?

17. 17
Perspectives diverge between
“Main Street” and “C-Suite,”
especially in developed markets
Survey conducted by Penn Schoen Berland.

18. Where you sit shapes your view of the role of corporations
Q. Do corporations have too much, too little, or just the right amount of
12%
18
 C-Suite is more consistent than the general public globally, indicating a global consensus exists among corporate executives
 Street and Suite tend to be more aligned in emerging markets, more divided in developed markets
Q: How favorable are you towards the
following institutions? Corporations
24%
40%
14% 16%
72%
52%
86% 82%
Emerging
Countries
Developed
Countries
Emerging
Countries
Developed
Countries
38%
44%
39%
35%
41%
30%
48%
48%
11%
9%
13%
Emerging
Countries
Developed
Countries
Emerging
Countries
Developed
Countries
TOO
MUCH
JUST THE RIGHT
AMOUNT
TOO
LITTLE
influence over our economic future?
GENERAL
PUBLIC
C-SUITE
GENERAL
PUBLIC
C-SUITE
EMERGING
MARKETS
DEVELOPED
MARKETS
EMERGING
MARKETS
DEVELOPED
MARKETS
EMERGING
MARKETS
DEVELOPED
MARKETS
EMERGING
MARKETS
DEVELOPED
MARKETS

19. 19
There are significant differences in how the general public in developed and
emerging markets talk about corporations
 General public in developed markets are the most negative audience
 C-Suite in developed markets look more like emerging markets than general public within their own markets
DEVELOPED
UNITED STATES UNITED KINGDOM
GENERAL
PUBLIC
C-SUITE
MARKETS
Q: What is the first thing that comes to mind when you think of corporations?

20. 20
(continued)
DEVELOPED
FRANCE GERMANY
MARKETS
GENERAL
PUBLIC
C-SUITE
Q: What is the first thing that comes to mind when you think of corporations?

21. 21
(continued)
DEVELOPED
MARKETS
AUSTRALIA
GENERAL
PUBLIC
C-SUITE
Q: What is the first thing that comes to mind when you think of corporations?

22. 22
(continued)
EMERGING MARKETS
CHINA BRAZIL
GENERAL
PUBLIC
C-SUITE
Q: What is the first thing that comes to mind when you think of corporations?

23. 23
(continued)
INDIA UNITED ARAB EMIRATES
GENERAL
PUBLIC
C-SUITE
EMERGING MARKETS
Q: What is the first thing that comes to mind when you think of corporations?

24. 24
(continued)
EMERGING MARKETS
SOUTH AFRICA
GENERAL
PUBLIC
C-SUITE
Q: What is the first thing that comes to mind when you think of corporations?

25. 25
There is a generational divide
within the US general public over
consumer priorities and
perspectives
Survey conducted by Penn Schoen Berland.

26. 26
It is far more important to older Americans that products are made in America
35+
43%
I WILL SPEND MORE MONEY TO
PURCHASE A PRODUCT MADE
16%
41%
DOMESTICALLY
I WILL PURCHASE THE LESS
EXPENSIVE OPTION, NO MATTER
WHERE IT WAS MADE
DON’T KNOW
18-34
18%
27% 55%
UNITED STATES
Q: Which of the following is closer to your view?
Showing US General Public

27. 27
Americans 35 years or older are more likely than Millennials to react
negatively to outsourcing
Q: If a corporation outsources its manufacturing to another country, does that tend to make you more
or less favorable toward it?
Showing US General Public
11%
17%
32%
22%
2%
6%
36%
43%
Much more
favorable
Somewhat more
favorable
Somewhat less
favorable
Much less
favorable
UNITED STATES
18-34 35+

28. UNITED STATES
28
Millennials are slightly more likely to consider a corporation’s
philanthropic contributions when making purchasing decisions
Q: How does a corporation’s philanthropic giving influence your purchase habits?
Showing US General Public
40%
32%
36%
44%
24%
25%
18-34
18-34
35+
I’M MORE LIKELY TO PURCHASE A
PRODUCT MADE BY A CORPORATION
THAT MAKES PHILANTHROPIC
CONTRIBUTIONS
A CORPORATION’S PHILANTHROPIC
CONTRIBUTIONS DO NOT INFLUENCE MY
PURCHASE HABITS
DON’T KNOW
35+

29. 29
The US general public doubts corporations’ philanthropic motivations – especially
Q: Which of the following do you think is the main reason corporations undertake philanthropic efforts?
Showing US General Public
Americans over 35 years
37%
34%
15% 14%
27%
49%
10%
15%
Improve reputation Tax benefits Genuine belief in the cause Don't know
18-34
35+

30. 30
Opposite Sides of the World: China
and the US Out of Sync
Survey conducted by Penn Schoen Berland.

31. 31
The general public in China has a significantly more positive opinion of corporations
than the general public in the US
Q: How favorable are you towards the following institutions? Corporations
42%
21%
49%
75%
United
States
China
Showing General Public
FAVORABLE
UNFAVORABL
E
UNITED STATES CHINA

32. 32
The US general public says the government is on the side of corporations; the Chinese
Q: In your opinion, is government more on the side of average citizens or corporations?
73%
17%
12%
80%
15%
3%
Showing General Public
CORPORATIONS
AVERAGE
CITIZENS
DON’T
KNOW
CORPORATIONS
AVERAGE
CITIZENS
DON’T
KNOW
general public says it is on the side of citizens
UNITED STATES CHINA

33. The US general public is more than ten times as likely as the Chinese general public to say
33
that corporations have more power than the government
Q: Which of the following has more power?
Showing General Public
Government,
51%
Corporations,
Don't know,
11%
38%
Government,
95%
Corporations,
Don't know,
1%
3%
UNITED STATES CHINA

34. 34
A majority in China says corporations pay what they owe in taxes, contradicting
views in the US and globally
63%
63%
17%
38%
36%
32%
70%
61%
1%
5%
13%
1%
C-Suite
GP
C-Suite
GP
Q: Which is closer to your view?
CORPORATIONS TEND TO PAY WHAT THEY OWE
IN TAXES – ONLY A FEW TAKE ADVANTAGE OF
LOOPHOLES TO AVOID PAYING THEIR FAIR
SHARE
CORPORATIONS TEND TO TAKE ADVANTAGE OF
LOOPHOLES TO AVOID PAYING THEIR FAIR
SHARE OF TAXES – ONLY A FEW PAY WHAT THEY
OWE
DON’T KNOW
UNITED STATES
CHINA
GP
C-SUITE
GP
C-SUITE

35. 35
While there is uncertainty over the future of corporations in the US, the Chinese
general public clearly sees corporations as a source of hope
84%
36%
7%
37%
9%
28%
United States
China
CORPORATIONS ARE A SOURCE OF
HOPE
CORPORATIONS ARE A SOURCE OF
FEAR
DON’T KNOW
Q: Thinking about the role of corporations in the future, which is closer to your view?
Showing General Public
UNITED STATES
CHINA

36. 36
CEOs have an opportunity to
reshape their corporations’
reputations by redefining their
own
Survey conducted by Penn Schoen Berland.

37. 37
Globally, people look to CEOs as some of the most powerful people in society,
giving them a position of leadership
Q: Who among the following are the most powerful people in society?
58%
44%
32%
20%
16% 14%
11% 10%
6% 5%
1%
4%
44%
35%
38%
29%
11% 11%
7% 7%
3% 4%
1%
11%
Head of
government
Politicians Corporate
CEOs
Central Bank
leaders
Journalists Labor union
leaders
Clergy Entertainers University
leaders
Professional
Athletes
Other Don't know
Emerging GP Developed GP
In many developed markets, including the US (47%),
Germany (43%) and the UK (42%), CEOs are identified
as the most powerful people in society – more so than
political leaders

38. 38
However, CEOs are not identified as the most respected people in society
Q: Who among the following are the most respected people in society?
32%
25%
23%
19% 19%
16%
13%
11% 10%
8%
3%
10%
14%
17%
22%
10%
16% 16%
6% 7% 6% 5% 4%
28%
Head of
government
Clergy Professional
Athletes
Corporate
CEOs
University
leaders
Entertainers Politicians Journalists Central Bank
leaders
Labor union
leaders
Other Don't know
Emerging GP Developed GP
Corporate CEOs are more respected by
respondents in emerging markets than developed
markets, most notably the BRIC nations, minus Russia

39. 39
Corporate executives tend to be seen as most motivated by their own compensation
General Public in Russia, Germany and South Korea are the most likely to say compensation motivates CEOs, with at
least 50% saying compensation motivates corporate executives
Q: What do you think most corporate executives are motivated by?
EMERGING MARKETS DEVELOPED MARKETS
Their compensation (such as salary,
bonuses and stock options)
GP C-SUITE GP C-SUITE
36 34 40 33
Satisfying the corporation’s
shareholders 18 18 19 22
Power 19 19 18 14
Satisfying the corporation’s customers 10 11 6 10
Helping to shape society 5 9 3 8
Satisfying the corporation’s employees 5 7 3 8
Don't know 6 2 11 4

40. 40
There is concern that CEOs care more about growing their own wealth than income
inequality
Q: Which of the following is closer to your opinion?
CORPORATE CEOS DO CARE ABOUT GROWING
34%
20%
35%
23%
56%
60%
59%
64%
12%
10%
20%
6%
GP
C-Suite
GP
C-Suite
INCOME INEQUALITY EVEN IF THEY ARE
GETTING WEALTHIER BECAUSE IT IS BAD FOR
BUSINESS AND THE ECONOMY
CORPORATE CEOS DON'T CARE VERY MUCH
ABOUT GROWING INCOME INEQUALITY
BECAUSE IT MEANS THEY ARE GETTING
WEALTHIER
EMERGING
MARKETS
DEVELOPED
MARKETS
DON’T
KNOW
GP
C-SUITE
GP
C-SUITE

41. 41
There is uncertainty about the role of CEOs – and, thus, an opportunity for CEOs to
define their roles in a positive manner
26% 26% 22% 23%
7%
2%
20%
4%
1% 2%
2%
2%
19% 23%
12%
19%
24% 25%
21%
30%
24% 24%
23% 23%
GP C-Suite GP C-Suite
Communicating with internal and
external stakeholders to build
support for the organisation
Solving issues that the
organisation is facing
Defining the purpose or mission
of the corporation
Creatively identifying new
opportunities
Other
Don't know
Q: Which of the following best describes the role of CEO?
DEVELOPED
MARKETS
EMERGING
MARKETS

42. 42
Corporations can strengthen their
reputations by communicating
more on the issues the general
public wants to know about more
Survey conducted by Penn Schoen Berland.

43. 43
General public has a strong appetite to hear more from corporations about social
responsibility
Q: Do you think corporations generally communicate not enough, the right amount, or too much about
each of the following issues?
Showing General Public
NOT ENOUGH THE RIGHT AMOUNT TOO MUCH DON’T KNOW
54%
60%
61%
62%
47%
30%
21%
20%
18%
17%
24%
28%
20%
16%
10%
11%
13%
35%
7%
8%
9%
9%
10%
8%
New products and services
Their corporate purpose
Financial performance
Employees
Regulatory and legal issues
Social responsibility
50%
58%
56%
62%
47%
27%
26%
21%
19%
18%
26%
39%
8%
10%
3%
7%
5%
20%
14%
17%
17%
17%
18%
16%
New products and services
Their corporate purpose
Financial performance
Employees
Regulatory and legal issues
Social responsibility
EMERGING MARKETS
DEVELOPED
MARKETS