Edelman's 13th annual survey provides insights into trust in the financial services industry, highlighting a shift from distrust to a neutral stance from 2012 to 2013 across various global regions. The report reveals that banks are the most trusted sector globally, while financial advisory services are the least trusted, with key factors for building trust identified as ethical practices, transparency, and customer engagement. Additionally, the survey indicates significant variations in trust levels across different countries and demographics, with informed publics tending to have a higher trust level compared to the general population.

1. FINANCIAL SERVICES INDUSTRY FINDINGS

2. GLOBAL
EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
INFORMED
ONLINE SURVEY PUBLICS
IN 26 COUNTRIES
• 500 respondents in U.S. and
• 31,000+ respondents China & 200 in other
• 5 years in 20+ markets countries
• 8 years in 10+ markets • Ages 25-64
• College-educated
GENERAL • In top 25% of household
POPULATION income per age group in
each country
• 1000 respondents per
country surveyed • Report significant media
consumption and
• Ages 18+ engagement in business
• 2 years of data news and public policy
• 13 years of data
2

3. FINANCIAL SERVICES INDUSTRY
Trust in Industries
Comparison Trust in Financial Services Industries Sectors
Trust in the Financial Services Industry – Over Time
Trust in the Financial Services Industry by Region
Trust in the Financial Services Industry by Country
Industry Global Trust in the Financial Services Industry (2012 vs. 2013)
Bird’s Eye View Trust in the Financial Services Industry & Trust in Business – Barometer
Trust in the Financial Services Industry vs. Trust in 15 Companies
Trusters and Financial Services Industry Trusters vs. Distrusters
Distrusters Credible Spokespeople
Trusted Sources of Information
Trust Building Business Trust Attributes
2012 Financial Services Industry Trust Attributes
Financial Banking and Financial Services Industry Deep Dive
Services/Banking
Deep Dive
3

4. STATE OF TRUST

5. EDELMAN’S TRUST INDEX: AFTER A YEAR OF HIGH DISTRUST IN 2012,
SHIFT BACK TO NEUTRAL IN 2013
2011 2012 2013 Big Changes
from 2008
GLOBAL 55 GLOBAL 51 GLOBAL 57
Brazil 80 China 76 China 80
Germany +19
UAE 68 Singapore 76
UAE 78 China +18
Singapore 67 India 71 Canada +14
TRUSTERS
Indonesia 74
India 65 Mexico 68 India +11
China 73
Indonesia 63 Hong Kong 67
Netherlands 73 UAE 66
Mexico 63
Mexico 69 Netherlands 61 Malaysia 64
Singapore 67 Hong Kong 61 Canada 62
Argentina 62 Canada 58 Indonesia 62 Big Changes
India 56 Malaysia 57 U.S. 59 from 2012
Italy 56 Italy 56 Netherlands 59
Argentina 54 Brazil 55 Germany +16
Canada 55
Germany 55
NEUTRAL
South Korea 53 Australia 53 France +14
Brazil 51 France 54 UK +12
Sweden 52 Sweden 54
Sweden 49 US +10
Japan 51 UK 53
U.S. 49
Australia 51 Italy 51
South Korea 44
Spain 51 Australia 50
Poland 44
France 50 Poland 48
U.K. 41
S. Korea 47
DISTRUSTERS
Poland 49 Ireland 41 Ireland 46
Germany 44 France 40 Argentina 45
U.S. 42 Germany 39 Spain 42
U.K. 40 Spain 37 Turkey 42
Russia 40 Japan 34 Japan 41
Ireland 39 Russia 32 Russia 36
5
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

6. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS
2013
GENERAL PUBLIC 2013
INFORMED PUBLIC
GLOBAL 48 GLOBAL 57
China 70 China 80
India 64 General Singapore 76
TRUSTERS
UAE 63 Population India 71
Singapore 63 Mexico 68
9 points lower Hong Kong 67
Indonesia 61
Malaysia 61 than Informed UAE 66
Mexico 59 Publics Malaysia 64
Hong Kong 54 Canada 62
NEUTRAL
Canada 52 Indonesia 62
Brazil 51 U.S. 59
Netherlands 50 Netherlands 59
Argentina 48 Brazil 55
U.S. 45 Germany 55
Germany 44 France 54
UK 43 Sweden 54
S. Korea 43 Largest Differences between UK 53
General & Informed Publics Italy 51
DISTRUSTERS
Turkey 43
France 41 Australia 50
Italy 40 Poland, US, Sweden: - 14 points Poland 48
Sweden 40 S. Korea 47
Australia 39 Singapore, Ireland, Hong Ireland 46
Spain 37 Kong, France: - 13 points Argentina 45
Japan 35 Spain 42
Poland 34 Turkey 42
Ireland 33 Japan 41
Russia 30 Russia 36
6
Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countries

7. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTS
TRUST IN INSTITUTIONS
TRUST A GREAT DEAL
Trust Total: 58%
Trust Total: 53%
Trust Total: 48%
Trust Total: 43%
GOVERNMENT 12% 16% 14% 17% BUSINESS
2012 2013 2012 2013
Trust Total: 63%
Trust Total: 57% Trust Total: 58%
Trust Total: 52%
19% 22%
17%
MEDIA 15%
NGOS
2012 2013 2012 2013
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 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64
7 in 20-country global total

11. STATE OF TRUST IN FINANCIAL SERVICES

12. 12

13. 13

14. 14

15. 15

16. WHEN LOOKING AT SECTORS, BANKS ARE MOST TRUSTED GLOBALLY, WHILE
FINANCIAL ADVISORY IS LEAST TRUSTED
IN THE U.S., INSURANCE SECTOR IS MOST TRUSTED; CREDIT CARDS LEAST TRUSTED
50%
49%
46%
45%
43%
Financial Services Industry Banks Credit Cards/Payments Insurance Financial Advisory
16 Q61A-64A. [SPLIT SAMPLE] Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors
to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General
Population in 26 -country global total

17. 17

18. 18

19. HOW CAN YOU BUILD TRUST?

20. 20

21. TRUST MANAGEMENT: 16 TRUST BUILDING ATTRIBUTES HAVE BEEN
GROUPED INTO 5 PERFORMANCE CLUSTERS
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
Edelman Trust Barometer INTEGRITY
research reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICES
ATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into PRODUCTS & SERVICES
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
FIVE PERFORMANCE CLUSTERS
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
listed here in rank order of
importance. 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
21 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

22. RANKING THE TRUST BUILDING ATTRIBUTES FOR FINANCIAL SERVICES
FINANCIAL SERVICES INDUSTRY IMPORTANCE OF TRUST BUILDING ATTRIBUTES
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67%
TAKES RESPONSIBLE ACTIONS TO ADDRESS ISSUE/CRISIS 65%
PLACES CUSTOMERS AHEAD OF PROFITS 64%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 64%
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 63%
HAS ETHICAL BUSINESS PRACTICES 63%
COMMUNICATES FREQUENTLY & HONESTLY ON STATE OF ITS BUSINESS 62%
TREATS EMPLOYEES WELL 59%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 54%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 49%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN
WHICH THE COMPANY OPERATES
49%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 48%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 45%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 45%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO
WORK FOR OR MOST ADMIRED COMPANIES
42%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS
SOCIETAL ISSUES
39%
Q70-85/Q86-101. Please think about businesses in the Financial Services Industry. How important is each of the following actions to building your trust in businesses in the Financial
Services Industry? Please 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
22 trust'. [Top 2 Box, Trust - Very Important (8-9)], General Population, Global 25-Country Total (Excludes Don’t Know)
*Data used here is from the 2012 Trust Barometer

23. BUT TRUST IN SPOKESPERSON VARIES BY SITUATION/MESSAGE
Passionate or
Who is Trusted MOST to provide you with Company’s Company’s Media
Activist Academic
credible and honest information about: CEO Employee Spokesperson
Consumer
A company’s employee programs, benefits & working
conditions
21% 63% 16% 13% 11%
ENGAGEMENT
How a company serves its customers and prioritizes
customer needs ahead of company profits
19% 30% 44% 16% 15%
INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23%
PRODUCTS A company’s innovation efforts and new product
development
31% 31% 27% 25% 13%
How a company uses its resources and influence to
support the environment
21% 26% 34% 27% 13%
PURPOSE How a company supports programs that positively
impact the local community
22% 27% 35% 20% 23%
Partnerships with NGO’s and effort to address societal
issues
25% 20% 25% 23% 15%
A company’s financial earnings & operational
performance
34% 27% 23% 23% 12%
OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15%
Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19%
23 Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which
person you trust MOST to provide you with credible and honest information about a company. General Population in the 26-country global total

24. WE MUST FIND A NEW WAY TO COMMUNICATE
PYRAMID OF PYRAMID OF
INFLUENCE AUTHORITY CEO
(Vertical)
CEO GOVERNMENT
OFFICIALS
GOVERNMENT
OFFICIALS
BOARD OF BOARD OF DIRECTORS
DIRECTORS
ACADEMICS ACADEMICS
TECHNICAL TECHNICAL EXPERTS
EXPERTS
ELITE MEDIA
ELITE MEDIA
GENERAL POPULATION
VERTICAL FLOW & G E N E R A L P O P U L AT I O N
CONTROLLED INFORMATION
EMPLOYEES
ACTION CONSUMERS
FROM 2000 TO 2013
SOCIAL
ACTIVISTS
FEW MANY
DICTATE CO-CREATE
FIXED FLEXIBLE PYRAMID OF
COMMUNITY
MONOLOGUE DIALOGUE
(Horizontal)
CONTROL EMPOWERMENT
24

25. DEEP DIVE: BANKING INDUSTRY

26. COUNTRIES ARE SPLIT ON THE BANKING INDUSTRY’S PERFORMANCE;
DEVELOPED MARKETS UNHAPPY WITH BANKS’ PERFORMANCE
Total Excellent/Good
Total Poor/Very Poor
81% 83%
74%
72%
65%
64%
59% 58% 59%
55%
46%
43% 44% 43%
39% 39%
39% 36%
35% 35% 36% 36%
33% 35% 33% 32%
31%
29% 28%
26%
24%
21%
18% 18%21% 18%
16% 16% 17% 15%
13% 14%
11% 11% 12%
8% 9% 7%
5% 5% 4%
3% 5% 5%
26 Q150. In general, how would you rate the current performance of banks or the banking industry in your country? General Population in 26-country global total and across 26 countries

27. BANK SCANDALS HAVE LEFT REVERBERATIONS
GLOBALLY, 56% SAY THEY ARE FAMILIAR WITH THE SCANDALS FROM THE PAST YEAR
“Make no mistake, for UBS traders the manipulation
of Libor was about getting rich,”
“As one broker told a UBS derivatives trader: „Mate
yur getting bloody good at this libor game ...think of
me when yur on yur yacht in monaco won‟t yu‟”
Q163. Based on your general knowledge of the global banking and financial crisis and events which occurred this year, do you believe that the behaviors and actions exhibited
27 are unique to the banking and financial services industry or are these behaviors and actions common in business, regardless of industry? Informed Publics 25-64 in 26-country
global total and across 26 countries

28. COMPARED TO GLOBAL AVERAGE, US TRUST BANKING INDUSTRY
LESS OVER PAST YEAR
CHANGE OF TRUST IN BANKING INDUSTRY AS A RESULT OF INFORMATION READ/SEEN/HEARD OVER PAST YEAR – GLOBAL
(AMONG THOSE WHO HAVE/READ/SEEN/HEARD BANK INFORMATION RECENTLY ABOUT BANKS)
36%
23%
TOTAL TRUST MORE TOTAL TRUST LESS
28 Q158. [ASK IF HAVE READ/SEEN/HEARD BANK INFO (Q157=YES)] How much has your trust in banks or the banking industry changed as a result of the information you have read,
seen or heard within the last year? General Population in 26 -country global total

29. 29

30. 30

31. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance
Armstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu