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

1. Today’s Speakers
Jill Schlesinger
Business Analyst
CBS News
Moderator
Susan Canavari
Chief Brand Officer
Chase
Frank Cooper
Global CMO
BlackRock
Deidre H. Campbell
Global Chair,
Financial Services Sector
Edelman

2. 2017 Edelman
Trust Barometer
The Currency of Trust
1

3. 50% 55 53
48
42
53 52
43 41
Trust in All Four Institutions Declines
Source: 2017 Edelman Trust Barometer Q11-620. 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) General Population,
28-country global total.
3
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
Two of four institutions distrusted
Neutral
Trusted
Distrusted
-2 -1 -5 -1
20172016

4. Sector Trends
Trust in Financial Services Increasing
Faster Than Other Sectors
Source: 2017 Edelman Trust Barometer. Q45-429. 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, 25-country global total.
4
Percentage point change in trust in each industry
sector, 2012-2017
Consumer
Packaged Goods
6
Energy
9
Financial
Services
11
Telecommunications
5
Food &
Beverage
3

5. Source: 2017 Edelman Trust Barometer Q45-429. 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, 28-country global total.
Financial Services Sector Least Trusted
5
Percent who trust each industry
54
61
63
66
76
Lower
Trust
Higher
Trust
Financial
Services
Energy
Consumer
Packaged Goods
Food &
Beverage
Technology

6. 1
60 60 60
48 46
43
37 35
29
Apersonlike
yourself
Technical
expert
Academic
expert
Employee
Financial
industry
analyst
NGO
representative
CEO
Boardof
directors
Government
official/
regulator
Peers Now as Credible as Experts
Source: 2017 Edelman. Trust Barometer Q130-747 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, 28-country global total, question asked of half the sample.
6
Percent who rate each spokesperson as extremely/very credible,
and change from 2016 to 2017
CEO credibility decreased the
most, dropping to an all-time low
-7 -5
“People in this
country have
had enough
of experts.”
– Michael Gove,
Member of Parliament, U.K.
A person like yourself now tied
for most credible spokesperson
-3 -7 -5 -4 -7 -5 -12 -10 -6
Y-to-Y Change+−

7. 7
Business Expected
to Lead
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree). General
Population, 28-country global total, question asked of half the sample.
.
75% agree
“A company can take specific
actions that both increase
profits and improve the economic
and social conditions in the
community where it operates.”

8. E D E L M A N E A R N E D B R A N D
The world wants more from brands
8
Sources:
22017 Edelman Earned Brand study. Q17. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree.) 14-country global total.
2017 EDELMAN EARNED BRAND
51% Believe brands can do
more to solve social
ills than government.2
…I EXPECT BRANDS TO
STAND WITH ME.

9. 9B U I L D I N G T R U S T A N D C U L T U R E T H R O U G H S H A R E D B E L I E F S
ACTS WITH PURPOSE
BUILDS TRUST AT EVERY TOUCHPOINT
INSPIRES SHARING, INVITES PARTNERSHIP
LISTENS OPENLY, RESPONDS SELECTIVELY
TELLS A MEMORABLE STORY
MAKES ITS MARK
EMBODIES UNIQUE CHARACTER
FINANCIAL SERVICES
S T R E N G T H O F E A C H O F T H E S E V E N D I M E N S I O N S O F
T H E C O N S U M E R - B R A N D R E L AT I O N S H I P
LAGGING LEADING

10. Financial Services
Must Actively
Build Trust

11. Source: 2017 Edelman Trust Barometer, Financial Services
11
Do Things Differently
Enforce Radical
Transparency
Communicate
with a
Human Voice
1
Use Two-Way
Communication
2
Solve Real
Problems
with Tech
3 4