Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
2015
EDELMAN TRUST BAROMETER
FINANCIAL SERVICES
2
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other ...
3
2014:
A CHALLENGING
ENVIRONMENT
4
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
Q11-14. [TRACKING] Below is a list...
5
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST MATTERS
Distrusted Companies
Refused to buy products/services Chose to b...
6
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 looki...
7
TRUST IN INFORMATION ABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING
SITES, CONTENT SHARING SITES AND ONLINE-...
8
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard informati...
9
31%
40%
50%
3…
43% 43% 41%
25%
33%
41%
26%
34% 34%
31%
47%
51%
67%
56%
60%
63%
61%
2009 2010 2011 2012 2013 2014 2015
50...
TRUST IN
FINANCIAL
SERVICES
11
50%
80%
77%
72%
66% 67% 66%
63% 64%
61% 61% 61%
57%
53% 54% 52%
78%
75%
71%
67% 67% 66%
63% 63% 61% 60% 60%
57%
54% 53%...
12
43% 47%
48% 48%
48%
45%
50% 50%
52%
2009 2010 2011 2012 2013 2014 2015
Trust in Financial Services
50%
TRUST IN FINANCI...
13
FINANCIAL
SERVICES
DISTRUSTED IN
HALF OF
COUNTRIES
TRUST IN THE FINANCIAL SERVICES SECTOR
INFORMED PUBLIC VS. GENERAL O...
14
50%
Lower/Equal Trust in 17 Countries
TRUST IN BANKING INDUSTRY, 2014 VS 2015
TRUST IN BANKS
DECLINES IN TWO-THIRDS OF ...
pg 15
TRUST IN VARIOUS INDUSTRY SUB-SECTORS, GLOBAL AND REGIONAL
55%
59%
53% 52%
58% 56%
60%
57%55%
59%
56%
60%
34%
47%
38...
TRUST IN
INNOVATION:
FINANCIAL
SERVICES
17
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
Q349-351. Below are a number of statements. For e...
18
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Gro...
pg 19
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY
BUSINESS INNOVATION:
ELECTRONIC PAYMENTS IS ONLY TRUSTED
INNOV...
20
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly d...
pg 21
50%
TRUST IN VARIOUS FINANCIAL SERVICES-RELATED TECHNOLOGY INDUSTRY SUB-SECTORS,
INFORMED PUBLIC AND GENERAL POPULAT...
FINANCIAL
SERVICES AND
REGULATION
23
46%
54% 54%
40%
53% 52%
24%
15% 16%
20%
17%
14%
Business Financial Services
Industry
Health Industry Technology Industr...
24
50%
GOVERNMENT REGULATION OF THE FINANCIAL SERVICES INDUSTRY: TOO MUCH OR NOT ENOUGH
FINANCIAL SERVICES INDUSTRY REGULA...
25
71%
73%
75%
76%
77%
Financial services industry/future of the banking
system
Energy industry/energy policy
Food and bev...
TRUST BUILDING
BEHAVIORS
27
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an is...
pg 28
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE
FINANCIAL SERVICES INDUSTRY IS PERFORMING WELL A...
pg 29
TOWARDS TRUSTED INNOVATION
A REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, business must conduct
itself ...
30
ALIGNING THE FACTS TO ACTIONS
WHAT MATTERS THE MOST
BehaveSolve Engage
Improve peoples’ lives
Communicating through a
p...
TRUST IN
FINANCIAL
SERVICES
Upcoming SlideShare
Loading in …5
×

2015 Edelman Trust Barometer - Financial Services Results

20,624 views

Published on

For 15 years, the Edelman Trust Barometer has measured trust in institutions, including business, media, NGOs and government. In 2015, we surveyed 33,000 respondents in 27 countries. Since we began tracking trust in financial services in 2011, we have seen a modest increase from 48 percent to 52 percent on a global basis.

Learn more: www.edelman.com/trust2015

Published in: Business

2015 Edelman Trust Barometer - Financial Services Results

  1. 1. 2015 EDELMAN TRUST BAROMETER FINANCIAL SERVICES
  2. 2. 2 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
  3. 3. 3 2014: A CHALLENGING ENVIRONMENT
  4. 4. 4 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. THE EVAPORATION OF TRUST: 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 #4 GOVERNMENTMEDIA NGOS Informed Public
  5. 5. 5 Trusted Companies BEHAVIOR BASED ON TRUST TRUST MATTERS Distrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed 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, 27-country global total. 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, 27-country global total.
  6. 6. 6 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: 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
  7. 7. 7 TRUST IN INFORMATION ABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST Informed Public TELEVISIONNEWSPAPERS ONLINE SEARCH 25% 25% 21% 24% 22% 22% 25% 29% 31% 2013 2014 2015 20% 19% 18% 28% 27% 27% 26% 27% 27% 2013 2014 2015 19% 19% 18% 22% 20% 20% 34% 36% 37% 2013 2014 2015 The First Source for General Information The First Source for Breaking News Source Used Most to Confirm/Validate News Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, 20-country global total. Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global total. Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, 20-country global total.
  8. 8. 8 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, Very/Extremely Credible) Informed Publics, 27-country global total. CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 SPOKESPEOPLE: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEO 70% 68% 63% 54% 55% 53% 46% 37% 70% 67% 63% 56% 53% 49% 43% 38% Academic or Industry Expert Company Technical Expert A Person Like Yourself NGO Representative Financial or Industry Analyst Regular Employee CEO Government Official or Regulator 2014 2015 More Trust Less Trust Informed Public
  9. 9. 9 31% 40% 50% 3… 43% 43% 41% 25% 33% 41% 26% 34% 34% 31% 47% 51% 67% 56% 60% 63% 61% 2009 2010 2011 2012 2013 2014 2015 50% Global CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL), ALL DATA BASED ON 20-COUNTRY TOTALS FRESH DECLINES FOR CEO CREDIBILITY CEOs not credible as spokesperson in three-quarters of countries Developing Countries Developed Countries 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, 20-country global total.
  10. 10. TRUST IN FINANCIAL SERVICES
  11. 11. 11 50% 80% 77% 72% 66% 67% 66% 63% 64% 61% 61% 61% 57% 53% 54% 52% 78% 75% 71% 67% 67% 66% 63% 63% 61% 60% 60% 57% 54% 53% 51% TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014 INDUSTRY SECTORS: LOW TRUST IN FINANCIAL SERVICES 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
  12. 12. 12 43% 47% 48% 48% 48% 45% 50% 50% 52% 2009 2010 2011 2012 2013 2014 2015 Trust in Financial Services 50% TRUST IN FINANCIAL SERVICES SECTOR VS. TRUST IN BUSINESS, 2009 – 2015, GENERAL ONLINE POPULATION VS. INFORMED PUBLIC LONG-TERM TREND: RECOVERY HAS STALLED Informed Public 47% 50% 49% 49% 50% 54% 56% 53% 58% 58% 57% 2009 2010 2011 2012 2013 2014 2015 Trust in Business 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 20-country global total and General Population, 25-country global total. 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 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 4 Box, Trust) Informed Publics 20-country global total and General Population, 25-country global total. General Population +8 +4
  13. 13. 13 FINANCIAL SERVICES DISTRUSTED IN HALF OF COUNTRIES TRUST IN THE FINANCIAL SERVICES SECTOR INFORMED PUBLIC VS. GENERAL ONLINE POPULATION TRUSTERS 2015 General Population Informed Public GLOBAL 48 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 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 4 Box, Trust) Informed Publics, 27- country global total and General Population, 27-country global total. India 77 China 72 Indonesia 72 UAE 69 Malaysia 67 Singapore 62 Hong Kong 61 S. Africa 59 Mexico 57 Brazil 56 Canada 55 U.S. 51 S. Korea 45 Australia 43 Argentina 41 Russia 40 Japan 39 Turkey 37 UK 36 Italy 36 Poland 36 Netherlands 35 Sweden 34 France 33 Ireland 29 Germany 25 Spain 22 NEUTRAL 2015 GLOBAL 54 India 86 Indonesia 81 China 80 UAE 79 Malaysia 73 Mexico 68 Brazil 65 Hong Kong 65 S. Africa 63 Singapore 59 U.S. 53 Canada 51 S. Korea 51 Australia 48 Japan 46 Russia 43 Turkey 43 Italy 41 Poland 40 UK 39 Netherlands 39 France 36 Argentina 35 Sweden 35 Spain 33 Ireland 30 Germany 27 DISTRUSTERS
  14. 14. 14 50% Lower/Equal Trust in 17 Countries TRUST IN BANKING INDUSTRY, 2014 VS 2015 TRUST IN BANKS DECLINES IN TWO-THIRDS OF COUNTRIES SURVEYED 2014 2015 Increased Trust in 10 Countries % Trust 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 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 4 Box, Trust) Informed Publics, 27- country global total. Informed Public 54 80 52 46 40 34 28 26 23 16 15 91 85 87 78 77 74 64 68 59 62 58 53 42 52 38 32 33 53 81 53 51 43 38 34 33 29 28 21 85 85 85 76 71 68 61 60 59 56 53 51 42 41 37 32 28
  15. 15. pg 15 TRUST IN VARIOUS INDUSTRY SUB-SECTORS, GLOBAL AND REGIONAL 55% 59% 53% 52% 58% 56% 60% 57%55% 59% 56% 60% 34% 47% 38% 38% 73% 71% 63% 61% BANKS CREDIT CARDS/PAYMENTS FINANCIAL ADVISORY/ASSET MANAGEMENT INSURANCE Global North America Latin America EU APAC FS INDUSTRY SUB-SECTORS: HIGHEST LEVELS OF DISTRUST IN EU REGION Q61A-65A. [TRACKING] 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”. Informed Publics, 27-country global total and across 5 regions. Informed Public
  16. 16. TRUST IN INNOVATION: FINANCIAL SERVICES
  17. 17. 17 THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY 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, 27-country global total. TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN 51% Too Fast28% Too Slow Informed Public 19% Just Right
  18. 18. 18 24% 30% 35% 54% 66% 70% Make the World a Better Place Improve People's Lives Personal Ambition Greed/Money Business Growth Targets Technology DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE: INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY 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, 27-country global total.
  19. 19. pg 19 TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY BUSINESS INNOVATION: ELECTRONIC PAYMENTS IS ONLY TRUSTED INNOVATION 69% 59% 55% 47% 32% Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Hydraulic Fracturing Genetically Modified Foods Electronic and Mobile Payments Electronic and Personal Health Trackers Cloud Computing Informed Public 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. 50%
  20. 20. 20 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, 27-country global total. 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, 27-country global total. Informed Public TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES BUSINESS INNOVATION: TRUST IN FS TO IMPLEMENT ELECTRONIC PAYMENTS OUT PACES INDUSTRY TRUST 35% 48% 61% 61% 62% 67% 60% 78% 60% 54%Financial Services Electronic Payments Health Personal Health Trackers Technology Cloud Computing Energy Hydraulic Fracturing Food and Beverage Genetically Modified Foods TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT +8 +1 -17 -12 -32 Gap Trust in Industry Sector vs. Trust in Industry to Innovate
  21. 21. pg 21 50% TRUST IN VARIOUS FINANCIAL SERVICES-RELATED TECHNOLOGY INDUSTRY SUB-SECTORS, INFORMED PUBLIC AND GENERAL POPULATION 47% 40% 53% 57% 68% 60% 47% 66% 73% 58% Cloud Computing Cybercurrency / Bitcoin Technology Cybersecurity Technology eCommerce Technology Smart Home Technology INDUSTRY SUB-SECTORS: TECHNOLOGY SUB- SECTORS RELATED TO FINANCIAL SERVICES INDUSTRY General Population Q61E-65E. [TRACKING] Now thinking about specific sectors within the technology 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 and Informed Publics, 27-country global total. Informed Public
  22. 22. FINANCIAL SERVICES AND REGULATION
  23. 23. 23 46% 54% 54% 40% 53% 52% 24% 15% 16% 20% 17% 14% Business Financial Services Industry Health Industry Technology Industry Energy Industry Food and Beverage Industry Informed Public 2014 TRUST BAROMETER: 51% say the most important role for government in business is to protect consumers and regulate business NOT ENOUGH REGULATION TOO MUCH REGULATION GOVERNMENT REGULATION OF BUSINESS AND ACROSS INDUSTRY SECTORS IS PERCEIVED TO BE: BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. 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 thatyour government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
  24. 24. 24 50% GOVERNMENT REGULATION OF THE FINANCIAL SERVICES INDUSTRY: TOO MUCH OR NOT ENOUGH FINANCIAL SERVICES INDUSTRY REGULATION: MOST COUNTRIES WANT MORE Not Enough Regulation Too Much Regulation Q262. When it comes to government regulation of the financial services industry, do you think that your government regulates it too much, not enough or the right amount? Informed Publics, 27-country global total and across 27 countries. More Trust % who agree More Agreement : Not Enough Regulation 54 77 74 74 72 68 66 66 62 61 59 59 58 58 54 52 51 51 50 46 45 44 44 43 33 28 27 25 15 2 6 3 6 11 12 11 12 6 16 12 11 7 8 24 16 14 5 34 27 13 10 18 25 40 39 19 Informed Public
  25. 25. 25 71% 73% 75% 76% 77% Financial services industry/future of the banking system Energy industry/energy policy Food and beverage industry/food and nutrition policy Technology industry/privacy issues Health industry/health system PERCENT WHO AGREE WITH THE INDUSTRY SECTOR BEING MORE ACTIVELY INVOLVED IN TOPIC OF DEBATE REGULATION: CONSUMERS WANT INDUSTRY ACTIVE IN THE DEBATE Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? Informed Publics, 27-country global total. More Trust Less Trust 77% agree: When policymakers are developing new regulations, they should consult with multiple stakeholders Informed Public
  26. 26. TRUST BUILDING BEHAVIORS
  27. 27. 27 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.
  28. 28. pg 28 IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FINANCIAL SERVICES INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS TRUST-BUILDING BEHAVIORS: FINANCIAL SERVICES FALLING SHORT ACROSS THE BOARD Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) Informed Publics, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. Informed Publics, 27-country global total. Gap Importance of Behavior vs. Industry Performance -26 -24 -27 -26 -19 -27 -20 -21 -1852% 54% 56% 55% 63% 57% 56% 63% 61% 70% 75% 76% 82% 82% 83% 83% 87% 87% Makes me feel connected to something bigger Develops intellectual property Supports local charities and good causes Is transparent in reporting progress on company's social responsibilities Makes my life easier Embraces sustainable business practices Keeps me and my family safe Protects customer data Ensures quality control Importance Performance Informed Public
  29. 29. pg 29 TOWARDS TRUSTED INNOVATION A REQUIRED SET OF ACTIONS BehaveSolve Engage Fundamentally, business must conduct itself with new rigor and self-awareness. A commitment to robust relationships, transparency and consistency in reporting, active listening to stakeholders’ concerns and a willingness to modify products and services is required. Ultimately this is an action of leadership, culture and conduct. Business must continue to apply its unparalleled perspective and skill to the world’s greatest problems. Enterprise must bring ideas and products to market that yield benefit, while ensuring the public sees the connection between new developments and societal benefit. Innovative product and service solutions should be recognized by stakeholders as more than profit-drivers. Business must adopt a new framework rooted in facilitating dialogue, sharing information and fostering collaboration. Realizing that new developments do not speak for themselves, enterprises must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch their audiences. Business must explain benefits completely, elucidate the technology behind the innovations and communicate its ethical practices in bringing those discoveries to market. A business that does this well is one that invites partnership, encouraged feedback and interaction and listens openly.
  30. 30. 30 ALIGNING THE FACTS TO ACTIONS WHAT MATTERS THE MOST BehaveSolve Engage Improve peoples’ lives Communicating through a purpose driven platform Keep my family safe Communicate with a chorus of credible voices amplified through search Inspire confidence in financial stability Regulatory reform advocacy Engage with third parties to advocate in the public’s best interest Data security & privacy Corporate social responsibility1 2 3
  31. 31. TRUST IN FINANCIAL SERVICES

×