In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys. Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.

1. Financial Services
2016 Edelman
Trust Barometer

2. Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/-
0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200,
varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global
General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted
between October 13th and
November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2

3. Trust in Retrospect
3
Rising
Influence of
NGOs
2001
Business Must
Partner with
Government
to Regain
Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than
Advertising
2003
U.S.
Companies in
Europe Suffer
Trust Discount
2004
Trust Shifts
from
“Authorities” to
Peers
2005
“A Person
Like Me”
Emerges as
Credible
Spokesperson
2006
Business
More Trusted
Than
Government
and Media
2007
Young
Influencers
Have More
Trust in
Business
2008
Trust is Now
an Essential
Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the
Debate for
Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016

4. 68
59
41
38
37
18
48
42
26
35
20
12
Trust Matters
4
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
General
Population
Source: 2016 Edelman Trust Barometer Q371-589. 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. General Population, 28-country global total, questions asked of half the sample. 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. General Population, 28-country global total, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines

5. 1 State of Trust
Globally and in the Financial Services
Sector

6. 60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer Q11-14. 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 Public and General Population, 25-country global total.
6
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
49
48
46
49
NGOs
Government
Media
Business
Post-Recession Highs
Informed
Public
General
Population

7. Sector Trends:
Financial Services Rebounds
Source: 2016 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 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, 25-
country global total.
Percentage point change in trust in each industry sector, 2012-2016
7
Consumer
Packaged Goods
4
Energy
5
Financial
Services
8
Telecommunications
2
Food &
Beverage
1
General
Population

8. 50%
Increased Trust in Financial Services
8
Percent trust in the financial services sector, 2015 vs. 2016 (27-country global total)
Increased or equal trust in financial services in 24 countries
2015 2016
Source: 2016 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, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
+5 +7 -7
Five of six major
financial centers
saw increased trust
48
45
72 72
69 67
57
62
56 55
51
45 43
39 37
41
35
40
36 36 36 34
29
22
33
25
77
59
61
51 50
76 75
73
67 67
64
56 56 54
52
48 47 46
43 43 42 41 40 39 37 36 35 34
32
74
57
54
Global27
GDP5
China
Indonesia
UAE
Malaysia
Mexico
Singapore
Brazil
Canada
U.S.
S.Korea
Australia
Japan
Turkey
Argentina
Netherlands
Russia
U.K.
Italy
Poland
Sweden
Ireland
Spain
France
Germany
India
S.Africa
HongKong
+7 +8 +9+5
+1
0
+7
+1
3
General
Population

9. Financial Services Sub-Sectors:
Mobile Banking Most Trusted
Source: 2016 Edelman Trust Barometer Q61A-65A. 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, 27-country
global totals, question asked of one-fifth the sample.
9
Trust in various industry sub-sectors (27-country global total)
Insurance Financial Advisory/
Asset Management
Credit Cards/
Payments
Banks Mobile banking/
e-payments
Credit Cards/Payments & Banks Biggest Gainers
52% 51%
47% 46%
59% 57%
51%
49%
63%
2015 2016
Notaskedin2015
General
Population

10. 74 Indonesia
73 UAE
72 China
72 India
66 Malaysia
65 Mexico
64 Colombia
63 Singapore
56 Canada
56 S. Africa
54 Brazil
53 Hong Kong
51 U.S.
50 S. Korea
Financial Services Index:
Mass Population
Least Trusting
Trust in the financial services sector,
Informed Public vs. General
Population vs. Mass Population, 2016
Source: 2016 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) Informed Public, General Population,
and Mass Population, 28-country global total.
General
Population
Mass
Population
51 Global
Informed
Public
10
Trusters
Neutrals
Distrusters
52 Global
48 Australia
47 Japan
46 Turkey
43 Argentina
43 Netherlands
42 Russia
41 U.K.
40 Italy
39 Poland
37 Sweden
36 Ireland
35 Spain
34 France
32 Germany
76 China
75 Indonesia
74 India
73 UAE
67 Malaysia
67 Mexico
65 Colombia
64 Singapore
57 S. Africa
56 Brazil
56 Canada
54 Hong Kong
54 U.S.
52 S. Korea
84 China
84 India
84 Indonesia
77 Mexico
72 Malaysia
70 Colombia
69 Singapore
69 UAE
69 U.S.
67 Brazil
62 S. Africa
49 Italy
48 Japan
47 Spain
44 France
44 Netherlands
41 Argentina
41 Ireland
40 Russia
38 Poland
36 Sweden
34 Germany
57 Australia
56 S. Korea
55 Canada
55 Hong Kong
52 U.K.
51 Turkey
59 Global
47 Australia
47 Japan
45 Turkey
44 Argentina
43 Netherlands
42 Russia
40 Poland
40 U.K.
38 Italy
36 Ireland
36 Sweden
33 Spain
32 France
32 Germany
8 point gap
between
informed
public and
mass
population
Half of countries are
distrusters for mass
population

11. 2 Trust
Inequality

12. A Significant Divide
Source: 2016 Edelman Trust Barometer Q11-14. 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 Public and Mass Population, 25-country global
total. 2016 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) Informed Public and Mass Population, 25-country global
total.
GDP 5 = U.S., China, Japan, Germany, U.K.
12
Percent trust in the four institutions of government, business,
media and NGOs and percent trust in financial services, 2012
to 2016 (25-country global total)
Informed
Public
Mass
Population
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase
53
58
56 56
60
44
47 46 46
48
12pt
Gap
9pt
Gap
6pt
Gap
4pt
Gap
47
50
51
52
56
43
46
47 47
50
2012 2013 2014 2015 2016
Global Trust Index
Trust in Financial Services

13. 2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
Accelerating Gaps: A Global Phenomenon
Source: 2016 Edelman Trust Barometer Q11-14. 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 Public and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K. 13
Increased gap Decreasedgap
Gap has increased in 16 of 25 countries
Global25
GDP5
France
U.K.
U.S.
Spain
Mexico
Singapore
S.Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
HongKong
Netherlands
Sweden
3
5
12
10
8 8
7
4 4 4
3 3 3 3
2 2
1 1
0 0
-2 -2
-3
-4 -4 -4
-5
Five of six major financial centers
see growing trust disparity

14. Financial Services Sector Disparity
Source: 2016 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) Informed Public and Mass Population, 28-country global total.
14
Trust in the financial services sector, Informed Public vs. Mass Population, 2016
Country
Informed
Public
Mass
Population Gap
U.S. 69 51 18
Spain 47 33 14
Brazil 67 54 13
Mexico 77 65 12
France 44 32 12
UK 52 40 12
China 84 72 12
Italy 49 38 11
Indonesia 84 74 10
Singapore 69 63 6
Germany 34 32 2
Hong Kong 55 53 2

15. 50%
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42
40
35
52
56
48
30
33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55
52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. 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, lower
vs. upper quartile income in each country. [“CEOs are fairly paid relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K. 15
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
19192022262931
Low-income
respondents
High-income
respondents
Four of six financial centers see a
double-digit trust gap between high
and low income respondents
General
Population
17 17 17 14

16. Mass
Population
The Inversion of Influence
16
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. 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 Public and Mass Population, 28-country global total.
85%of
population
48Trust Index
15%of
population
60Trust Index
Informed
Public

17. 63
64
57
50
48
41
50
39
33
67
64
63
53
52
49
48
44
35
Inversion: Peers, Employees
More Credible than Leaders
Source: 2016 Edelman. Trust Barometer Q130-587. 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, 27-country global total.
17
Percent who rate each spokesperson as extremely/very credible 2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors
Government
official/regulator
CEO credibility
increased the most
+6
General
Population

18. 3 An Opportunity
for Business

19. A Position of Strength
Source: 2016 Edelman Trust Barometer Q11-14. 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 Public and General Population, 27-country global total. Q441-444 Below is a list of
institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale
where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up
with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
19
Percent trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 and percent
trust, 2015 and 2016, and percent who trust each institution to keep up with the changing times, 2016
51
48
55 53
63
57
67
63
NGOs Business
+4 +6
+4 +5
Informed
Public
General
Population
Business closing NGOs’ long-held lead in trust
Trust
2016
Trusted to
keep pace
Trust
2015
63
57
67
6363
69
51
48
55
53
55
61
NGOs Business
Business most trusted to keep pace

20. Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following
statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
20
General
Population

21. 4 Leadership in a
Divided World

22. Addressing Trust Inequality
22
Employee
Advocacy
Engagement
Values
Actions
Trust

23. Employee
Advocacy
Leadership in a Divided World:

24. 25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and
top leadership’s accomplishments? Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and
working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to
address societal issues, including those to positively impact the local community? Q614 a company’s innovation efforts and new product development? Q615 Who do you trust MOST to
provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, 28-country global total.
24
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media
spokesperson
General
Population

25. Financial Services: Least-Trusted Sector
is Most-Trusted Employer
25
Percent trust in own company within each industry by employees, and
trust in that industry sector among the general population
General
sector trust
Trust in own
company
Source: 2016 Edelman Trust Barometer Q420. Which of the following industries best describes the company you work for…? Q525-526. Thinking about your
own company and other companies in your industry, please indicate how much you trust each 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) Q206 Which of the following best describes your current
employment status? (Net: “Employed full-time” and “Employed part-time”) General Population among those employed (Q206), 28-country global total. Q525-526
asked of half the sample. 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.
GAP
13
Automotive
74 / 61
Professional Services
79 / 63
Financial Services
80 / 52
Telecommunications
75 / 60
Fashion
77 / 62
15 15 16 28
General
Population

26. 61%
52% 51%
62%
60%
53%
40% 41%
52% 52%
Financial Services Employees Weigh-in
on Societal Issues
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader
societal issues beyond the core business, through programs or relationships with other companies? (Yes summary) General Population,
28-country global total, question was asked of half the sample.
26
Employees who say their company is engaged in societal
issues vs. employees who say their CEO is engaged in
societal issues, by industry sector
CEO
engaged
Company
engaged
Technology Food & Beverage Health Financial
Services
Energy
General
Population

27. Employees of F.S.
companies NOT
engaged in societal
issues
Employees of F.S.
companies
engaged in
societal issues
Employee Advocacy in Financial Services Sector
Increases With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core
business, through programs or relationships with other companies? (Yes summary) Q530-536. Thinking about your current company,
please indicate how much you agree with each of the following statements using a nine-point scale where one means that you “strongly
disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, 28-country global total, question was asked of
half the sample. 27
Percent who agree with each statement, comparing those who
work at companies involved in addressing broader societal
issues vs. those who do not, financial services sector
68
68
68
64
70
71
75
Recommend company as an employer
Motivated to perform
Recommend products and services to others
Stay working for the company
Confidence in the future of the company
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
18
21
19
24
19
18
15
93
92
89
88
87
86
83
Level of Employee Advocacy/Commitment
General
Population

28. Engagement
Leadership in a Divided World:

29. 58
53
44
63
46
2012 2013 2014 2015 2016
Transformed Media Landscape
Source: 2016 Edelman Trust Barometer 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) General Population and Millennials, 25-country global total.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
Millennials
even more trusting
of digital media than
general population
2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
29
Millennials Gap
66 3
58 0
58 5
51 5
51 7
General
Population

30. 50%
67
61
53
46
39
46
40
34
30
26
78
65
62
55
49
44
42
37
32 31
My friends
and family
An academic
expert
Companies
that I use
Employees of
a company
A company
CEO
A journalist A well-known
online
personality
Elected
officials
Celebrities Companies I
don’t use*
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from
each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the
sample.
* Asked as “Brands I don’t use” in 2015. 30
Percent who trust information created by each author on social networking sites,
content sharing sites and online-only information sources, 2015 vs. 2016
+11 +10
2015 2016
General
Population

31. Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and
other people like you about brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands
with friends and other people like me
Source: 2015 Earned Brand Study of Global
Consumers
purchase decisions
at the moment of truth
75%
Build Inspiration %
They give me a sense of community 16
They get me 17
Push Consideration %
They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %
They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peers
influence
31

32. Values
Leadership in a Divided World:

33. 48
45
26
27
29 30 31 31 32
33
39 40 40 40 41 42
44
47
50 51
53
56
64 65
68 69
71 71
76 76
Global28
GDP5
Ireland
Sweden
France
Spain
U.K.
Russia
Germany
Netherlands
Italy
Poland
Japan
Australia
S.Korea
Canada
Argentina
U.S.
S.Africa
Turkey
HongKong
Singapore
Colombia
Brazil
UAE
Malaysia
Mexico
Indonesia
India
China
CEO Challenge:
More Than Half Don’t Trust Financial
Services CEOs
Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the financial services industry to do what is right. Please use the 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.
GDP 5 = U.S., China, Japan, Germany, U.K.
33
Percent who trust CEOs to do what is right, financial services sector
50%
In 20 of the 28 countries, the general population do not trust CEOs
in the financial services industry to do what is right
Five of six financial centers fall into
distruster territory regarding CEOs
General
Population

34. 62%
65%
70%
79%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal
values
Personal Values and History Matter
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following
activities a CEO could engage in? Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely
important to building your trust”. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net
= Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to trust a CEO, how important is it that you have information on each of
the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that attribute is “not at all important to building your
trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
both directly (86%)
and via media (75%)
34
CEOs must engage
General
Population

35. Actions
Leadership in a Divided World:

36. Purpose and Profits Matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of
business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”.
(Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample.
36
Percent who agree that CEOs should be personally visible in discussing…
8 in10
Societal
Issues
‣ Income inequality
‣ Public policy
discussions
‣ Personal views on
societal issues
7 in10
Financial
Results
General
Population

37. Trust-Building Behaviors:
Data, Safety and Social Responsibility
Are Critical for Financial Services
Importance vs. performance of behavior in building trust in a company
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where
one means that behavior 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,
Importance) Q344A-J How well do you think the financial services 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”. (Top 4 Box, Performing) General Population, 28-country global total.
37
PerformanceImportanceGAP
21
Protects
Consumer Data
86 / 65
Makes My
Life Easier
80 / 64
Keeps Me and
My Family Safe
81 / 58
Transparent
Social Responsibilities
80 / 56
23 24 16 18
Develops
Intellectual Property
74 / 56
General
Population

38. Trust Building Behaviors:
Actions Can Lead to Better Performance
Source: 2016 Edelman Trust Barometer. Q335-440 How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means
that behavior 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, Importance) Q344A-J How well
do you think the financial services 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”. (Top 4 Box, Performing) General Population, 28-country global total.
38
Data Privacy & Security
Develops Intellectual Property
Keeps Me and My Family Safe
Transparent Social Responsibilities
Makes My Life Easier
Protects Consumer Data
BEHAVIORS ACTIONS
Business + Social Purpose
Research & Analytics
BEHAVIORS ACTIONS
Financial Education
Digital Strategy

39. Embracing the
New Reality of Influence to
Address Trust Inequality
39
‣ Ignite your most powerful advocate, your
employees
‣ Engage cross channel to meet stakeholders
where they are and about what most
interests/concerns them
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Bridge the gap in trust building behaviors by
taking action
Employee
Advocacy
Engagement Values
Actions
Influence
Leadership
TRUST