The 2014 Edelman Trust Barometer reveals that the financial services industry remains the least trusted globally, with a trust level of only 48%. The report indicates that trust in financial services increased in 15 out of 27 markets over the past year, while regions like APAC showed higher trust levels than others. Key attributes for building trust include ethical practices, addressing societal needs, and high-quality customer engagement.

1. 2014 TRUST BAROMETER
EDELMAN
FINANCIAL SERVICES INDUSTRY
RESULTS

2. EDELMAN'S 14TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST
ONLINE SURVEY
IN 27 COUNTRIES
• 33,000+ respondents
• 6 years in 20+ markets
• 9 years in 10+ markets
GENERAL
POPULATION
• 1000 respondents per
country surveyed
• Ages 18+
• 3 years of data
INFORMED
PUBLICS
• 500 respondents in U.S. and
China & 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
• 14 years of data
2

3. FINANCIAL SERVICES INDUSTRY
Comparison
Trust in Industries
Trust in FINANCIAL SERVICES Industry Sector
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 Bird’s
Eye View
Trust in the FINANCIAL SERVICES Industry (2013 vs. 2014)
Trust in the FINANCIAL SERVICES Industry & Trust in Business
Trust in the FINANCIAL SERVICES Industry vs. Trust Companies
Trusters and Distrusters
FINANCIAL SERVICES Industry Trusters vs. Distrusters
Credible Spokespeople
Trusted Sources of Information
Trust Building
Business Trust Attributes
2014 FINANCIAL SERVICES Industry Trust Attributes
3

4. ONE | The State of Trust

5. FINANCIAL SERVICES CONTINUES TO BE THE LEAST TRUSTED INDUSTRY GLOBALLY
TRUST IN INDUSTRIES, 2013 VS. 2014
2013
2014
77%
Technology
Consumer electronics
manufacturing
73%
69%
Automotive
2013 VS. 2014
79%
Technology
Consumer electronics
manufacturing
75%
70%
Automotive
+2
+2
+1
Food and beverage
66%
Food and beverage
66%
0
Consumer packaged goods
65%
Consumer packaged goods
65%
0
Entertainment
65%
Entertainment
65%
0
Brewing and spirits
62%
Brewing and spirits
64%
+2
Telecommunications
62%
Telecommunications
63%
+1
Consumer health companies
59%
Consumer health companies
60%
+1
Energy
59%
Energy
59%
0
Pharmaceuticals
58%
Pharmaceuticals
59%
+1
Chemicals
56%
Chemicals
Media
53%
55%
-1
Media
51%
-2
Banks
Banks
51%
+1
Financial services
5
50%
50%
Financial services
50%
0
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.

6. WHEN LOOKING AT SECTORS, BANKS AND CREDIT CARDS/PAYMENTS ARE MOST
TRUSTED GLOBALLY, WHILE FINANCIAL ADVISORY/INSURANCE ARE LEAST TRUSTED
TRUST IN FINANCIAL SERVICES INDUSTRY – GLOBAL
48%
Financial services
Industry
6
52%
52%
47%
Banks
Credit cards/payments
46%
Insurance
Financial advisory/asset
management
Q61C-64C. [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 27 -country global total

7. APAC AND BRICS ARE MOST TRUSTING OF THE INDUSTRY
TRUST IN FINANCIAL SERVICES INDUSTRY – BY REGION
62%
61%
54%
48%
51%
29%
GLOBAL
7
APAC
BRIC
Latin America
North America
Q43-60. Financial Services 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) General Population in 27 -country global
total and across APAC, BRIC, Latin America, North America and EU region
EU

8. APAC COUNTRIES ARE MOST TRUSTING OF THE INDUSTRY
TRUST IN FINANCIAL SERVICES INDUSTRY – 27 MARKET OVERVIEW
APAC
Latin America
North America
EMEA
76%
71%
70%
69% 68%
66%
63% 62%
57% 57% 56% 55%
50%
48%
46%
44% 42%
40% 39%
37% 36%
32% 31% 31%
25% 24%
23% 23%
8
Q43-60. Financial Services 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) General Population in 27 -country global
total and across 27 countries

9. TRUST IN FINANCIAL SERVICES HAS INCREASED OVER THE PAST YEAR IN 15 OF 27
MARKETS – GLOBALLY, TRUST IS ONE PERCENTAGE POINT HIGHER IN 2014 VS. 2013
2013 VS. 2014 TRUST IN FINANCIAL SERVICES INDUSTRY – 27 MARKET OVERVIEW
2013
2014
76%
74% 74%
71% 71% 72%
70%
69%
60%
68%
66% 66%
59%
63% 62%
59%
57%
53%
57%
53%
56% 56%
55%
50%
48%
47%
46%
43%
38%
44%
42%
46%
42% 40% 42%
40%
39%
37% 37%
36%
35%
32% 33%
31% 31% 31%
30%
26%
25%
24%
21%
28%
23% 23%
18%
0%
9
Q65-79. [TRACKING] Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using 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” to do what is right. (Top 4 Box, Trust) General Population in 27 country global total and across 27 countries.

10. GLOBALLY, TRUST IN THE FINANCIAL SERVICES INDUSTRY IS ONLY SLIGHTLY LOWER
THAN TRUST IN BUSINESS
TRUST IN FINANCIAL SERVICES INDUSTRY VS. TRUST IN BUSINESS - GLOBAL
48%
TRUST IN THE FINANCIAL
SERVICES INDUSTRY
100%
90%
80%
70%
60%
49%
TRUST IN
BUSINESS
10
50%
40%
30%
20%
10%
0%
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”.; 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) General Population in 27-country global total
FINANCIAL
SERVICES
Industry Trust
(48%)
Business Trust
(49%)

11. TRUST IN FINANCIAL SERVICES IS HIGHER THAN TRUST IN BUSINESS IN 12 OF 27 MARKETS,
MANY OF WHICH ARE DEVELOPING
TRUST IN FINANCIAL SERVICES INDUSTRY VS. BUSINESS IN GENERAL – 27 MARKET OVERVIEW
Financial Services Industry
Business
76%
71% 70%
69% 68%
68%
65%
66%
64%
63% 62% 62%
63% 62%
60%
57%
57% 56%57%
55%
55% 55%
54%
50%
48% 49%
46%
44%
48% 49%
41%
32%
56%
49%
45%
45%
42%
39%
40%
38%37%
36%
33%
43%
32%
33%
31% 31%
41%
34%
26%
25% 24%
11
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”.; 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) General Population in 27-country global total and across 27 countries
41%
23%
23%

12. TECH COMPANIES ARE MOST TRUSTED, WHILE FINANCIAL SERVICES AND PHARMA ARE
THE LEAST TRUSTED
TRUST IN FINANCIAL SERVICES INDUSTRY VS. BLINDED COMPANIES – GLOBAL
78%
69%
67%
64%
64%
61%
59%
55%
55%
52%
49%
48%
48%
32%
Tech Co. 1 Pharma Co. Tech Co. 2 Food & Bev Food & Bev Energy Co. Energy Co. Food & Bev Pharma Co. Tech Co. 3 Food & Bev Pharma Co. Financial Pharma Co.
1
Co. 1
Co. 2
1
2
Co. 3
2
Co. 4
3
Services
4
Industry
12 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) General Population in 27-country global total.

13. FINANCIAL SERVICES INDUSTRY TRUSTERS AND DISTRUSTERS ARE MOST TRUSTING OF ONLINE
SEARCH ENGINES; DISTRUSTERS ARE LESS TRUSTING OF MEDIA SOURCES GENERALLY
TRUST IN MEDIA SOURCES – FINANCIAL SERVICES INDUSTRY TRUSTERS VS. DISTRUSTERS
TRUSTERS IN FINANCIAL SERVICES INDUSTRY
75%
DISTRUSTERS IN FINANCIAL SERVICES INDUSTRY
75%
62%
42%
61%
59%
46%
29%
27%
22%
TRADITIONAL MEDIA ONLINE SEARCH ENGINES
HYBRID MEDIA
OWNED MEDIA
SOCIAL MEDIA
13 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 9-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) General Population in 27-country global total.

14. EXPERTS & PEERS REMAIN THE MOST CREDIBLE SPOKESPEOPLE
CREDIBLE SPOKESPEOPLE – FINANCIAL SERVICES INDUSTRY TRUSTERS VS. DISTRUSTERS
TRUSTERS IN FINANCIAL SERVICES INDUSTRY
DISTRUSTERS IN FINANCIAL SERVICES INDUSTRY
A technical expert within the company, such as an engineer or
scientist
74%
57%
73%
An academic or expert on that company's industry or issues
58%
65%
A person like yourself
58%
65%
A financial or industry analyst
40%
57%
A non-profit organization or ngo representative
44%
57%
A ceo of a company
28%
56%
A company's board of directors
27%
A regular employee of a company
55%
51%
An entrepreneur
54%
A government official or regulator
A blogger
14
32%
45%
23%
29%
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, Very/ Extremely Credible) General
Population in 26-country global total

15. TWO | Building Trust

16. 16 ATTRIBUTES KEY TO BUILDING TRUST
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 research
reveals 16 specific attributes which
build trust.
INTEGRITY
HAS ETHICAL BUSINESS PRACTICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
These can be grouped into
five performance clusters listed here
in rank order of importance.
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
16
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

17. ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL
TRUST-BUILDING OPPORTUNITY
QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES
HIGH-PERFORMING ON HIGH PRIORITIES
ENGAGEMENT
STATED IMPORTANCE
PRODUCTS & SERVICES
INTEGRITY
PURPOSE
UNDER-PERFORMING ON LOWER EXPECTATIONS
OPERATIONS
Now tablestakes, in 2008
Operations were much higher
in importance for building trust.
HIGH-PERFORMING ON LOWER PRIORITIES
STATED PERFORMANCE
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) General
17 Publics, 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 9point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well)
General Publics, 27-country global total.

18. A COMPANY EMPLOYEE IS THE MOST TRUSTED SPOKESPERSON TO PROVIDE CREDIBLE
AND HONEST INFORMATION
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING
COMPANY'S CEO
COMPANY'S EMPLOYEE
ACTIVIST CONSUMER
ACADEMIC
MEDIA SPOKESPERSON
50%
37%
31% 32%
32%
30%
31%
27%
25%
21%
21% 21%
30%
27%
23%
23% 22%
19%
INTEGRITY
PRODUCTS &
SERVICES
25%
21%
16%
14%
13%
12%
ENGAGEMENT
26%
24%
17%
15%
36%
34%
PURPOSE
OPERATIONS
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
18 select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.
TOTALS

19. TRUST IN THE BANKING INDUSTRY HAS INCREASED IN DEVELOPING MARKETS BUT
DECREASED IN MANY DEVELOPED MARKETS
TRUST IN BANKS, 2009 VS. 2014
2009
2014
91%
87%
85%
79%
82%
79%
80%
78% 77%
74%
68%
64% 62%
60%
59%
58%
53%
51%
47%
58%
53%
53%
53%
52%
52%
50%
48%
46%
43%42%
36%
40%
38%
32%
38%
34%
33% 32%
32%
29%
24%
31%
28% 26%
25%
23%
26%
16%
N.A.
19
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 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.
15%

20. INFORMED PUBLICS FAVOR INCREASED REGULATION OF THE FINANCIAL SERVICES
INDUSTRY
Not Enough Regulation of Business
Not Enough Regulation for Financial Services
81%
71%
73%
64% 63%
62%
60%
60%
58%
57% 56%
55%
53%
52%
51%
49% 49% 48%
42%
66%
64%
61%
57%
51%
47%
49%
44%
52%
47%
43% 42% 42%
38%
44%
45%
38% 38% 38%
47%
36%
34% 33% 33%
49%
37%
32%
31% 30%
29%
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, 27-country global total. 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? (Not Enough, Too much) Informed Publics, 27-country global total. Q263. When it comes to government
20 regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough
or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
26% 26%
39%
23%

21. COUNTRIES WITH HIGHER TRUST IN THE INDUSTRY HAVE LESS DESIRE FOR INCREASED
REGULATION
TRUST IN FINANCIAL SERVICES VS. DESIRE FOR MORE REGULATION OF FINANCIAL SERVICES
Trust in Financial Services
Not Enough Regulation for Financial Services
53%
21
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 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.

22. TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT
CLUSTERS
THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS
…it will have its greatest impact in these clusters
If companies exhibit these positive behaviors...
ENSURES QUALITY CONTROL IN
PRODUCTS
86%
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
85%
PROTECTS CUSTOMER DATA
ENGAGEMENT
INTEGRITY
PRODUCTS & SERVICES
85%
RESPECTS EMPLOYEE RIGHTS
RESPONSIBLE SUPPLY CHAIN
MANAGEMENT
PAYS APPROPRIATE LEVEL OF TAX
83%
80%
ENGAGEMENT
INTEGRITY
ENGAGEMENT
INTEGRITY
ENGAGEMENT
INTEGRITY
PURPOSE
22 Q237-248. [SPLIT SAMPLE] How important are 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, Important in Building Trust)
Informed Publics in 27-country global total.

23. NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN
ETHICAL BUSINESS PRACTICE
THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS
…it will have its greatest impact in these clusters
If companies exhibit these negative behaviors...
81%
UNETHICAL BUSINESS PRACTICES
ENGAGEMENT
FAILS TO KEEP CUSTOMER
INFORMATION SECURE
80%
INTEGRITY
IRRESPONSIBLE DURING A CRISIS
80%
INTEGRITY
INTEGRITY
SUB-STANDARD WORK CONDITIONS
79%
ENGAGEMENT
INTEGRITY
MISREPRESENTS THE COMPANY
79%
ENGAGEMENT
INTEGRITY
Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that
23 action has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from
one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) Informed
Publics in 27 -country global total.

24. A NEW TRUST ENVIRONMENT
There has been a significant change
in the trust environment since 2009.
Business must now lead the debate
for change.
People trust business to innovate,
unite and deliver across borders in a
way that government can’t. This trust
comes with the expectation and
responsibility to maintain it.
Operations and CSR programs are now
tablestakes. Business must focus on
Engagement and Integrity
to build trust.
84% believe a company can take
specific actions that both increase profits
improve the economic
and social conditions in the
and
communities where it operates.
CEO must become Chief Engagement Officer
24

25. WE NEED TO EVOLVE…
From only
to include
Micro
Macro
Transactional
Shared Value(s)
Legal Requirements
Societal Expectations
What
How and Why

26. BUSINESS TO LEAD THE DEBATE FOR CHANGE
Participate
Advocate
Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.
Evaluate
26
Partner, listen and build relationships
to inform strategy.
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.

27. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil
and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair
of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government
Shutdown: REUTERS/Mike Theiler