2015 EDELMAN TRUST BAROMETER CANADA RESULTS
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2015EDELMAN TRUST BAROMETERCANADA RESULTS
2
2014: A YEAR OF THE
UNPREDICTABLE
3
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• Ages 25-64
• College-educated
• In top 25% of household
income per age group in
each country
• Report significant media
consumption and
engagement in business
news and public policy
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
4
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
TRUST IN RETROSPECT
1. The dominant position of NGOs
2. The changing nature of influence
3. The impact of economic prosperity
4. The volatility of business
5
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOs, 2014 VS. 2015
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to
do what is right using a 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, Trust) Informed Publics in 27-country global total.
TRUST IN NGOs, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%57%
2014 2015
#2
45% 48%
2014 2015
#4GOVERNMENTMEDIA
NGOS
Informed
Public
6
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN CANADA,
2014 VS. 2015
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 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 Trust) Informed Publics in Canada.
TRUST IN BUSINESS & MEDIA PLUMMETS IN CANADA
BUSINESS
67% 67%
2014 2015
#1
62%
47%
2014 2015
#3
51% 49%
2014 2015
#2
58%47%
2014 2015
#4
GOVERNMENT
MEDIA
NGOS
Informed
Public
7
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
THE TRUST INDEX:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2014
TRUSTERS from 30% to 22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS from 33% to 48% in 2015
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Informed
Public
8
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a 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, Trust) Informed Publics, 27-country global total.
TRUST IN NGOS: STILL MOST TRUSTED, BUT NOT WITHOUT CRITICISM
2014 2015
Informed
Public
% Trust
66
7673
6462 61 62
59
47
75 74
84
76 76
70
75
6770
77
67 6669
58
67
58
41
47
37
63
8177
71 7065 64 63
58
74 73 72 71 7168 67 67 66
63 62 6159
57
5148
38 37
29
9
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a 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, Trust) Informed Publics, 27-country global total.
% Trust
53
78
70 71
60
4548
40 40
35
42
30
19
79
70
6163
5558 59
54
48
63
54
4144
3740
51
80 7976
62
51 5048 47
44 43 42
20
77
59 57 5652
47 46 45 43 41 4038
34 3431
10
67%
63%65%
62%
52%
50%
53%53%
45%43%
45%
48%
62%
60%
63%
64%
43%42%
44%
47%
2012 2013 2014 2015
Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means
that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, 20-country global total.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES:GLOBALLY, SEARCH ENGINES NOW MOST TRUSTED
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media
11
75% 74%
70%
62%
56%
48%
55%
45%
32%34%
32%35%
55%
54%
62%
55%
38%
34% 36% 35%
2012 2013 2014 2015
Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal.” (Top 4 Box, Trust) Informed Publics, in Canada.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN CANADA
MEDIA SOURCES:IN CANADA, TRADITIONAL MEDIA STILL MOST TRUSTED
Informed
Public
Traditional Media
Online Search Engines
Hybrid Media
Owned Media
Social Media
12
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content creators? (Top 4 Box, Trust) Informed Publics, in Canada.Q397-406. Thinking about the information you consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Canada.Q407 - 415 Thinking about the information you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, Techcrunch, etc., how much do you trust the information posted from each of the following authors or content creators? Informed Publics, in Canada.
17%
21%
33%
33%
34%
46%
54%
54%
70%
70%
Celebrities
Brands I don't use
A well-known online personality
Elected officials
A company CEO
Employees of a company
Companies I use
A journalist
An academic expert
My friends and family
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN CANADA
TRUSTED
NEUTRAL
DISTRUSTED
FRIENDS/FAMILY, ACADEMICS MOST TRUSTED ONLINE
13
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a 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, Trust) Informed Publics, 27-country global total.
TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
3237
34
28
19
24
1821
75
63
56
5154
4543
45 45
23
17
48
90
82 82
72
65
5450
43 42 4137
3330
2826 26
70
59
49 4945
42 41 40
33
2116
14
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a 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, Trust) Informed Publics, 27-country global total.
TRUST IN BUSINESS:HALF BELOW 50%
Informed
Public
2014 2015
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
56
51
59
53
6258 57
4549
4341
39
57
85 84 84
73
6664
60
53
4845
43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
15
FOUR KEY FACTORS AFFECTING TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
16
50%
76% 75% 75% 74%70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN: CANADA SECOND-MOST TRUSTED GLOBALLY
Most Trusted
Informed
Public
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please
indicate how much you trust global companies headquartered in the following countries to do what is right. Use the
same 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, Trust) Informed Publics, 27-country global total.
17
50%
57%
68%
State-owned Big Business Family-owned
Informed
Public
GLOBAL CANADA
45%41%
79%
State-owned Big Business Family-owned
TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. CANADA
FAMILY-OWNED BUSINESSES MOST TRUSTED BY FAR
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business
to do what is right using a 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, Trust) Informed Publics, in Canada and 27-country global total.
18
50%
74%71%
60%
71%
66%68% 68%
62%
57%60%
63%59%
55% 54%
47%
74%
67% 66% 65% 65% 65%
56% 56%54%
51% 50% 49% 49% 48%
37%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS: ENERGY, CHEMICALS, AUTO & CONSUMER HEALTH DECLINE
Informed
Public
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is
right. Again please use the same 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, Trust) Informed Publics, 27-country global total.
2014 2015
More Trust Less Trust
*% of countries in which trust decreased
19
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Trust) Informed Publics, in Canada.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN CANADA
ACADEMICS MOST TRUSTED SPOKESPEOPLE
73%
58%56%
53%50% 50%
36%33%
60%57%
50% 50% 50%
41%
34%
28%
Academic orIndustry Expert
CompanyTechnical Expert
Financial orIndustry Analyst
A Person LikeYourself
NGORepresentative
RegularEmployee
GovernmentOfficial orRegulator
CEO
2014 2015
More Trust Less Trust
Informed
Public
20
31%
40%
50%
38%
43% 43% 41%
27%
40%39%
32%35%
33%
28%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND CANADA
CEO TRUST FALLS TO 2009 LEVELS
Canada
Informed
Public
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Trust) Informed Publics, in Canada and 20 country global.
BUILDING TRUST
22
BUILDING AND DEFENDING TRUST
“A company can take specific actions
that both increase profits and improve
the economic and social conditions in
the community where it operates.”
80%agree
Informed
Public
23
BUILDING AND DEFENDING TRUST
53% 43% 40%
Fails to Contribute
to the Greater Good
Does Not Help Me and
My Family Live a
Healthy Life
Does Not Help Me
and My Family Live
a Fulfilling Life
55% 66% 47%
Contributes to
Greater Good
Produces
Economic
Growth
Allows Me to Be a
Productive
Member of Society
Reasons Trust in Business Has Increased
in CANADA
Reasons Trust in Business Has Decreased in
CANADA
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in Canada.Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in Canada.Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, in Canada.
Informed
Public
24
16 KEY ATTRIBUTES TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-
point scale where one means that action is “not at all important to building your trust” and nine means it is
“extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Public,
27-country global total.
25
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
Sta
ted
Im
po
rta
nce
Stated Performance
PURPOSE
OPERATIONS in 2008
Informed
Public
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company.
(Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total. Q114-129. Please rate businesses in general on how well you
think they are performing on each of the following attributes. Use a nine-point scale, where one means they are "performing extremely poorly"
and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.
TRUST AND INNOVATION IN BUSINESS
27
“Move fast and
break things.”
NOT SO FAST…
28
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN CANADA TODAY IS …
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Canada.
CANADIANS FEEL INNOVATION MOVING TOO FAST
53% Too Fast15% Too Slow
Informed
Public
30% Just Right
29
14%
15%
34%
70%
75%
80%
Make the World a
Better Place
Improve People's
Lives
Personal Ambition
Technology
Greed/Money
Business Growth
Targets
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
CANADIANS FEEL INNOVATION BEING DRIVEN BY WRONG REASONS
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in
business and industry today? Informed Publics, Canada.
30
BEHAVIOUR BASED ON TRUST IN CANADA
TRUST IN INNOVATION MATTERSInformed
Public
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. Informed Publics, Canada.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies
that you do not trust? Please answer yes or no to each action. Informed Publics, Canada.
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-68% 78%
Criticized them to a friend/colleague Recommended them to a friend/colleague-56% 66%
Shared positive opinions online
46%Shared negative opinions online
Paid more for products/services
-38%
45%
Defended company 34%
I sold shares
I bought shares 28%-15%
31
42%
50% 48%
27%
46%
58%
12%
5%8%
17% 15%
7%
Business Financial Services
Industry
Health Industry Technology
Industry
Energy Industry Food and Beverage
Industry
Informed
Public
2014 TRUST BAROMETER:
69%
say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH TOO MUCH
GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED
TO BE:
DISTRUST DRIVES DEMAND FOR REGULATION
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, Canada. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, Canada.
32
57%
44%
38% 36%
23%
69%
59%55%
47%
32%
Electronic and Mobile
Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic Fracturing Genetically Modified
Foods
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, CANADA VS. GLOBAL
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each of these recent developments? Informed Publics, in Canada and 27 country global.
CANADIANS SUSPICIOUS OF GMOs
-12 -15 -17 -11 -9
Informed
Public
50%
CANADA GLOBAL
33
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TR
US
T I
N I
NS
TIT
UTIO
NS
(TR
US
T I
ND
EX
)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
Data from Table 574
RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE
TRUST IN RECENT BUSINESS DEVELOPMENTS
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each of
these recent developments? Informed Publics, 27-country global total. Q11-14. Below is a list of institutions. For each
one, please indicate how much you trust that institution to do what is right using 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. Informed Publics, 27-country global total.
TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES OPPORTUNITY FOR FASTER INNOVATION
UAE
IND
BRA
MAL
SING
MEXGLOBAL
US
ARG
ITA
S.KO
NETH
GER
JAP
FRACAN
AUS
SWE
IRE
TURPOL
S.AF
HK
SPAU.K.
Informed
Public
RUS
INDO
CHI
34
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, in Canada.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use
the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.”
Informed Publics, in Canada
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN CANADA
24%
39%
41%
55%
64%
65%
49%
56%
74%
51%Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food & Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+13
-19
-15
-10
-41
GapTrust in Industry Sector
vs. Trust in Industry to Innovate
TRUST IN INDUSTRY & INNOVATION NOT ANALOGOUS
BUILDING TRUST IN INNOVATION
36
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES IN CANADA
Make test results available publicly for review 80%
Run a clinical trial or beta test 71%
Partner with an academic institution 69%
Partner with an NGO 53%
Partner with government 47%
Informed
Public
Q365-369. Below is a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in Canada.Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, in Canada.
TRANSPARENCY & COLLABORATION KEYS TO EARNING TRUST IN INNOVATION
59% AGREE:
New developments are not tested
enough
37
THE INNOVATION TRUST MATRIX
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Trusted Innovation
APATHY
More
Transparency
More Accessible
Greater
Understanding
Greater Participation
More Control
More Clear Benefit
Greater Personal Benefit
Greater Societal Benefit
Less Clear Benefit
Less Personal Benefit
Less Societal Benefit
Informed
Public
Distrusted Innovation
FEAR
38
THE NEW FORMULA FORBUSINESS INNOVATION
TITrusted
Innovation
Discovery
= (DBenefit
B+Integrity
I)+E Engagement
39
TOWARDS TRUSTED INNOVATIONA REQUIRED SET OF ACTIONS
BehaveSolve Engage
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