The document discusses the key findings of the 2017 Edelman Trust Barometer report. It shows that trust in institutions like government, business, media and NGOs declined globally in 2017. While trust in most industries remained steady or increased slightly, trust in financial services rose more than other sectors over the past 5 years. However, financial services remains the least trusted industry. CEOs are now less credible spokespeople according to respondents, while ordinary people and experts are seen as equally credible sources of information about companies. There is an expectation that businesses will lead in solving social problems. Brands that act with purpose and stand for social issues are more trusted by consumers. For financial services specifically, actively building trust through radical transparency, human communication