2019 EDELMAN

TRUST BAROMETER
Financial Services

#TrustBarometer
19th ANNUAL General Online Population Informed Public
1,150 respondents per market 500 respondents in U.S. and China;
EDELMAN Ages 18+
200 in all other markets
Represents 16% of total global population
TRUST BAROMETER All slides show general online
population data unless otherwise noted Must meet 4 criteria
Methodology - Ages 25-64
- College-educated
- In top 25% of household income per
age group in each market
- Report significant media consumption and
engagement in public policy and business news

Mass Population
Online Survey in 27 Markets
All population not including informed public
33,000+ respondents total
Represents 84% of total global population
All fieldwork was conducted between
October 19 and November 16, 2018
27-market global data margin of error: General population +/- 0.6%
(N=31,050), informed public +/- 1.3% (N=6,000), mass population +/-
0.6% (26,000+), half-sample global general online population +/- 0.8
(N=15,525). Flags throughout indicate the
Market-specific data margin of error: General population +/- 2.9 world’s largest economies.
(N=1,150), informed public +/- 6.9% (N=min 200, varies by market,
China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N
=min 739, varies by market).
Employee MOE: 27-market = +/- 0.8% (N=16,944)
Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market)
2
Sector-specific = +/- 2.7 to 3.3% (N=min 910, varies by sector)
TRUST IN RETROSPECT

2001 2002 2003 2004 2005 2006 2007 2008 2009

Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young Business Must
Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Influencers Partner with
NGOs Than Europe Suffer “Authorities” as Credible Government Have More Government to
Advertising Trust Discount to Peers Spokesperson and Media Trust in Regain Trust
Business

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Trust is Now Rise of Fall of Crisis of Business Trust is Growing Trust in The Battle Trust
an Essential Authority Government Leadership to Lead Essential to Inequality Crisis for Truth
Line of Figures the Debate Innovation of Trust at Work
Business for Change

3
 Distrust Neutral Trust
A MODEST RISE IN TRUST - 0 + Y-to-Y Change
Percent trust

NGOs Business Government Media

69 68
65 64
58 58
54 54
Informed public
+4 +4 +4 +4

2018 2019 2018 2019 2018 2019 2018 2019

Government and media still distrusted

56 56
54 53
General 44
47
44
47

population
+2 +3 +3 +3

2018 2019 2018 2019 2018 2019 2018 2019

2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. Informed public and general population, 26-market average. 4
TRUST INEQUALITY RETURNS TO RECORD HIGHS
Trust Index (23-market average)
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)

Previous high Informed

Public
65 U.K. 24pt gap
62 62
60 Germany 18pt gap
58
57
56 16pt gap 16pt gap
54 Japan 16pt gap
Mass
9pt gap 49 49 Population U.S. 13pt gap
48
47 47 47
46
45
China 12pt gap
2012 2013 2014 2015 2016 2017 2018 2019
Trust gaps in key financial centers

2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. 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.” 9-point scale;
top 4 box, trust. Informed public and mass population, 23-market average. 5
DIVIDED ALONG GENDER LINES Distrust Neutral Trust

Largest trust gap

Percent trust

Trust Index NGOs Business Government Media

Trust gap 5 3 7 5 5

55 53
50
46 45

Women

58 60
55
51 50

Men

Largest gaps in: Germany 12 U.S. 14 U.S. 15 Germany 10 UAE 16

U.S. 11 Germany 11 Germany 14 Japan 10 Germany 11

UAE 10 Japan 11 UAE 14 S. Africa 10 Japan 11

2019 Edelman Trust Barometer. TRU_INS. 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.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender. 6
Trust Inequality
and Financial Services

7
FINANCIAL SERVICES REMAINS LEAST TRUSTED
Trust in each sector, and change from 2015 to 2019 Distrust Neutral Trust

- 0 + Change, 2015 to 2019

Industry 2015 2016 2017 2018 2019 5yr. Trend

Technology 74 75 76 75 78 +4

Automotive 67 61 66 62 69 +2

Entertainment 64 65 65 63 68 +4

Food and beverage 64 65 68 64 68 +4

Telecommunications 60 61 64 64 67 +7

Consumer packaged goods 61 62 64 61 65 +4

Energy 57 59 63 63 65 +8

Financial services 49 53 55 55 57 +8

2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries shown to half of the sample.
8
General population, 23-market average.
SECTOR NOT TRUSTED IN 15 OF 26 MARKETS
Percent trust in financial services
Distrust Neutral Trust

- 0 + Y-to-Y Change

83
78 80
74
68 69 70
64 66
59 60 61
57 58
54 55
49 51
46 48 48
45
40 41 41 42
38

l l ll ll l ll ll lll l lllllllll ll l
+2 0 -8 -2 +1 +13 -4 +6 +3 -4 -5 +5 +4 +8 0 +7 +1 +2 +8 +13 +7 +3 +2 +5 -2 -1 +2

Canada

Mexico
S. Africa

S. Korea

India
Hong Kong
Germany

Singapore

Malaysia
U.K.
Russia

France

Turkey
Australia

UAE
Italy

Japan

Brazil
The Netherlands

Colombia

Indonesia
Ireland

Argentina
Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population,
9
26-market average.
SIGNIFICANT TRUST GAINS AMONG INFORMED PUBLIC
Percent trust in financial services
Distrust Neutral Trust

- 0 + Y-to-Y Change

Trusted in 16 markets
88 90
82 84
78 80

69 71
67 66 67 67 68 68
64
61 61
56 57 58 58
53 53 54 54
50
46

l l ll l l ll lll l l ll l l l lllllllll
+6 +5 -9 -4 +25 0 +12 +8 -2 -3 -1 +4 -3 +5 +18 -4 +12 -6 +15 +18 +13 +6 +3 +15 +2 +1 +1

Mexico
S. Africa

S. Korea

India
Hong Kong
Germany

Singapore

Canada

Malaysia
France

Russia

Turkey
Australia

UAE
Italy

Brazil
U.K.
The Netherlands

Colombia
Japan

Indonesia
Ireland

Argentina

Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. Informed public, 26-
market average. 10
FINANCIAL SERVICES TRUST INEQUALITY
RETURNS TO RECORD HIGHS
Trust
Percent trust in financial services (60-100)
Neutral
(50-59)
Distrust
(1-49)

Informed
67 Public Trust gaps
in key financial centers
65

61 12pt gap U.K. 18pt gap

60 12pt gap
5pt gap U.S. 12pt gap
55 55
54
53
52 52
51 Mass Germany 9pt gap
49 49 Population
48
47
Japan 4pt gap
44

2012 2013 2014 2015 2016 2017 2018 2019 China 2pt gap

2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. Informed public and
mass population, 23-market average. 11
SECTOR INNOVATIONS
LESS TRUSTED BY MASS POPULATION Distrust Neutral Trust

Percent trust
Largest trust gaps

Trust gap 12 14 17 15 17 13 11 11 10

72 71
67 67 66 67
59 59
49

Informed Public

61 61
55 53 56
50
42 44
35
Mass Population

Financial Cryptocurrency Robo-advisory Peer-to-peer Mobile wallet Financial Insurance Credit cards Banks
services transactions asset mgt

2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries asked of half of the sample. TRU_SUB_FIN. 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”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. Mass 12
population and informed public, 27-market average.
SECTOR INNOVATIONS
LESS TRUSTED BY WOMEN Distrust Neutral Trust

Percent trust

Largest trust gaps

Trust gap 2 6 7 7 7 4 3 5 0

60 63
57 57
50 53
42 43
34
Women

65 63
59 57 57 60
49 50
Men 40

Financial Cryptocurrency Robo-advisory Peer-to-peer Mobile wallet Financial Insurance Credit cards Banks
services transactions asset mgt

2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries asked of half of the sample. TRU_SUB_FIN. 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
13
9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample.
General population, 27-market average, by gender.
Demanding Leadership
in Financial Services

14
EXPECTED TO LEAD ON CUSTOMER EXPERIENCE
Percent who agree

90 92
84 85
80 80 81 82 83
78 78
Globally, 72 73 73 74
75 75

73%
68
62 64 65 66
58 59 60
54 55

Lead on creating and using

emerging technologies that
make doing my business with

Ireland

Argentina

S. Korea

UAE

Indonesia
Germany

France

Brazil
Spain

Canada

Malaysia
S. Africa

Colombia

China
Russia
U.K.

Australia

Turkey
Hong Kong
Italy

India
Saudi Arabia

Singapore

Mexico
The Netherlands

U.S.
Japan

them easier

2019 Edelman Trust Barometer. DRV_FIN_IMP. How important is each of the following when you are choosing a financial services company? Use a 9-point scale where one means they are
“not at all important” and nine means they are “extremely important”. 9-point scale; top 4 box, important. Question asked of one-fifth of the sample. General population, 27-market average. 15
EXPECTED TO LEAD ON SOCIAL ISSUES
Percent who agree

86 87
81 82 83 84
79
Globally, 74 76 77
72
68 69 69 70

70%
65 66 67
61 61 61
58 58 60 60
52 53

Lead on social issues that are

important to me and make the
world a better place for
everyone
Ireland

Argentina

S. Korea

UAE

Indonesia
Germany

France

Brazil
Spain
Canada

Malaysia
S. Africa

Colombia

China
Russia
Australia

U.K.

Turkey
Hong Kong
Italy

India
Saudi Arabia
Singapore

Mexico
The Netherlands

U.S.

Japan

2019 Edelman Trust Barometer. DRV_FIN_IMP. How important is each of the following when you are choosing a financial services company? Use a 9-point scale where one means they are
“not at all important” and nine means they are “extremely important”. 9-point scale; top 4 box, important. Question asked of one-fifth of the sample. General population, 27-market average. 16
MOST IMPORTANT ISSUE SECTOR MUST ADDRESS:
INCOME INEQUALITY
Most important social issues for financial services companies, ranked by most selected

1 Income inequality and financial security

2 Support of social equality and human rights
3 They avoid doing business with entities associated with social ills
4 Environmental sustainability in their business
5 Diversity and inclusion
6 Gender pay equity in their business
7 Takes a public stance for environmental sustainability
9 They promote the arts and culture

2019 Edelman Trust Barometer. DRV_FIN_ISS. Which of the following social issues do you believe are most important for financial services companies? Pick up to two. Question asked of
one-fifth of the sample. General population, 27-market average.
*Excluding the choice “None of these are important to me” 17
LOOKING FOR LEADERSHIP
FROM CEOS

“CEOs: Your country needs you!”

— Jamie Dimon, JPMorgan Chase
2019 Annual Shareholder Letter citing
Trust Barometer

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but
not self employed (Q206/1 OR 2 AND NOT Q421/8). CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree.
Question asked of half of the sample. General population, 27-market average. 18
CEOS SEEN AS HAVING POWER TO ADDRESS INEQUALITY
Percent who agree CEOs can create positive change on each issue

Equal pay 65

Prejudice and
discrimination 64

Training for the jobs of

tomorrow 64

The environment 56

Personal data 55

Sexual harassment 47

Fake news 37

2019 Edelman Trust Barometer. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change?
Question asked of half of the sample. General population, 25-market average (excluding the Netherlands and Saudi Arabia). 19
PROFITS ARE NOT AN EXCUSE
Percent who agree

“A company can take specific actions that both increase - 0 + Y-to-Y Change

profits and improve the economic and social conditions

in the communities where it operates”
87
82 84
80 81
76 76 77 77 78 78 78
73 74 75
70 70 71 72 72
66 67 68
64 65
62
51

l llllllllllllllllllllllllll
+9 +3 +7 +10 0 +9 +6 +5 +12 +9 +9 +9 +20 +3 +7 +8 +11 +14 +6 +12 +5 +12 +10 +5 +17 +11 +13
S. Korea

Ireland
Germany

Argentina
UAE

Malaysia
Indonesia
Global 26

S. Africa

Colombia
France

Brazil

China
Russia

Spain
Canada
U.K.

Australia

Turkey

Italy
Singapore

Mexico
U.S.
Hong Kong

India
Japan

The Netherlands

2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree.
Question asked of half the sample. General population, 26-market average. 20
Innovate for Inclusion

21
BUILD TRUST IN INNOVATIONS
DESIGNED TO BROADEN ACCESS
Percent trust in each subsector, 2017 to 2019 Distrust Neutral Trust

- 0 + 2017 to 2019 Change

Financial services innovations designed to

broaden access are not yet trusted

62 62
57 58
52 54
44 46
36

+2 N/A N/A N/A -7 +3 +5 +1 +2

Financial Cryptocurrency Robo-advisory Peer-to-peer Mobile wallet Financial Insurance Credit cards Banks
services transactions asset mgt

2019 Edelman Trust Barometer. TRU_IND. 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”. 9-point scale; top 4 box, trust. Industries asked of half of the sample. TRU_SUB_FIN. 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”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample.
22
General population, 26-market average.
MOST USEFUL INNOVATIONS:
IMPROVED CUSTOMER EXPERIENCE
Percent who say each is most useful when choosing a financial services company

2019 Edelman Trust Barometer. DRV_FIN_TEC. Which of the following technology-based products/services or innovations are most useful to you when choosing a financial services company?
Pick up to two. Question asked of one-fifth of the sample. General population, 27-market average. 23
MOST IMPORTANT INNOVATIONS:
MAKE THE SYSTEM WORK FOR EVERYONE
Percent who say each is most important social ill for sector to address through innovation

2019 Edelman Trust Barometer. DRV_FIN_ILL. Which of the following social ills do you believe are most important for the financial services industry to address through industry innovations?
Pick up to two. Question asked of one-fifth of the sample. General population, 27-market average. 24
Leverage Your
Employer Trust Advantage
25
FINANCIAL SERVICES SECTOR
MOST TRUSTED BY EMPLOYEES
Distrust Neutral Trust
Percent who trust their employer among those who work in each sector

80 81 81
73 73 73
68

Food and beverage Education Healthcare Telecommunication Technology Energy Financial services

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but
not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, 27-market average by employment sector (Q420). 26
MY EMPLOYER TRUSTED BY ALL TYPES OF
FINANCIAL SERVICES SECTOR EMPLOYEES
Percent of financial services employees who trust their employer
Distrust Neutral Trust

81%
of financial services
79
84
79 83

employees trust “my

employer”

Mass population Informed public Women Men

2019 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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”. 9-point scale; top 4 box, trust. Question asked of those who are employed, but
not self employed (Q206/1 OR 2 AND NOT Q421/8). General population, mass population, and informed public, 27-market average by employment sector (Q420). 27
ACTIVATE CREDIBLE EMPLOYEE VOICES
Percent who rate each source as very/extremely credible Company voices

- 0 + Y-to-Y Change

65 63 61
53 53 52
48 47
44
36 35

l l l l l l l l l
+2 +2 +7 +6 +3 +2 +2 +2 +2 -3
l 0

Financial
Company Academic A person Regular Successful NGO Board of Government
industry CEO Journalist
technical expert expert like yourself employee entrepreneur representative directors official
analyst

2019 Edelman Trust Barometer. CRE_PPL. 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. 4-point scale; top 2 box, credible. Question asked of half of the sample. General
population, 26-market average. 28
INVESTING IN EMPLOYEE TRUST IS
INVESTING IN YOUR BOTTOM LINE

Trust their employer

Trust advantage
Do not trust their employer
How a company treats
78
its employees is one of Advocacy
39
+39
the best indicators of its
level of trustworthiness 74
Loyalty 36 +38

77%
71
Engagement
38
+33

83
Commitment 52
+31

2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree.
Question asked of half the sample. General population employees (Q43/1 AND NOT Q28/7), 27-market average. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following
statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, cut by
those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] 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”. Question asked of those who are an employee, but do not run their own 29
business (Q43/1 AND NOT Q28/7). General population employees, 27-market average. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of
(EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension.
TRUST AT WORK:
THE NEW EMPLOYER-EMPLOYEE CONTRACT

1. Lead 2. Empower 3. Start 4. CEO

Change Employees Locally Leadership
- Be aspirational - Give them a voice - Solve problems - Live your values
at home
- Address concerns - Create - Engage directly
about the personal opportunities for - Improve societal
impact of change shared action conditions in the - Be visible and show
a personal
local communities
- Train the workforce - Empower them in which you operate commitment, inside
of the future with information and outside the
organization

30
Appendix:
Supplemental Subsector
Trust Data

31
TRUST IN FINANCIAL ADVISORY/ASSET MANAGEMENT
INCREASES IN 20 OF 26 MARKETS
Percent trust in financial advisory/asset management Distrust Neutral Trust

- 0 + 2017 to 2019 Change

Trusted in 12 markets
83
78
75
66 67
62 63 64
60 60 61 61
54 53 54
47 48 49 49
46
40 42
37 38 38 38 39

l llllllllllllllllllllllllll
+3 +5 +10 +1 -7 +8 +1 +2 +4 +5 +8 +5 -2 +1 +10 -5 +4 +10 +4 -8 +8 -1 -4 +9 +2 +9 +8

Mexico
S. Korea

S. Africa

India
Hong Kong
Germany

Singapore
Canada

Malaysia
Russia

France

Turkey
Australia

UAE
Italy

Japan

Brazil
U.K.

The Netherlands

Colombia

Indonesia
Ireland

Argentina
Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average. 32
TRUST IN INSURANCE
INCREASES IN 20 OF 26 MARKETS
Percent trust in insurance Distrust Neutral Trust

- 0 + 2017 to 2019 Change

Trusted in 11 markets
79 80
71 73
67 69
64 64 65
60 62
58 59 59 59
56 56 56
51 52
44 44 45 46
41 42
36

l llllllllllllllllllllllllll
+5 -5 +5 +13 +1 +3 +7 -4 +6 +11 +5 +11 +4 +13 +8 +3 +16 -5 -3 +2 -7 +5 0 +13 +4 +6 +1

Mexico
S. Korea

S. Africa

India
Hong Kong
Germany

Singapore
Canada

Malaysia
Russia

France

Turkey
Australia

UAE
Italy

Japan

Brazil
U.K.

The Netherlands

Colombia

Indonesia
Ireland

Argentina
Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average. 33
TRUST IN CREDIT CARDS
INCREASES IN 14 OF 26 MARKETS
Percent trust in credit cards Distrust Neutral Trust

- 0 + 2017 to 2019 Change

Trusted in 13 markets 89

74 76 76
69 69 71
66 68
64 65
62 59 59 61 61
56 56 57 58 58 58 58
53
45 47
41

l llllllllllllllllllllllllll
+1 -16 -5 +2 +11 -3 0 0 +3 +9 +5 +3 -10 +1 -8 0 +2 +11 -8 +4 +5 +10 +18 0 -4 -6 +5

Mexico
S. Africa

S. Korea

India
Hong Kong
Germany

Singapore
Malaysia

Canada
Russia

Turkey

France
Australia

UAE
Italy

Brazil

Japan
U.K.

The Netherlands

Colombia

Indonesia
Ireland

Argentina
Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average. 34
TRUST IN BANKS
INCREASES IN 15 OF 26 MARKETS
Percent trust in banks Distrust Neutral Trust

- 0 + 2017 to 2019 Change

Trusted in 15 markets 94
86 87
81 83

70 70 71 71
66 68 68
62 62 63 63
56 58
55
49 51
48
45
40 40 42
36

l llllllllllllllllllllllllll
+2 0 -8 +9 +3 +5 -10 +10 -1 +13 +12 0 +4 -12 +9 +3 +12 +13 -7 0 0 +7 +3 +12 -1 -4 +6

Mexico
S. Korea

S. Africa

India
Hong Kong
Germany

Singapore
Canada

Malaysia
France

Russia

Turkey
Australia

UAE
Italy

Japan

Brazil
U.K.
The Netherlands

Colombia

Indonesia
Ireland

Argentina
Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average. 35
TRUST IN MOBILE WALLET
DECREASES IN 18 OF 26 MARKETS
Percent trust in mobile wallet Distrust Neutral Trust

- 0 + 2017 to 2019 Change

Distrusted in 10 markets 85
82
74
67
64 64
61 61
55 55 57
52 52 52 53
50 50
45 47
39 41
36 38 38
32 34
30

l llllllllllllllllllllllllll
-7 -7 -19 -6 -8 -22 -13 -4 -14 +8 -21 -11 -4 -20 -3 +8 -15 +9 -17 0 -9 +2 +4 +7 -9 -4 +1

Mexico
S. Korea

S. Africa

India
Hong Kong
Germany

Singapore
Canada

Malaysia
France

Russia

Turkey
Australia

UAE
Italy

Brazil

Japan
U.K.

The Netherlands

Colombia

Indonesia
Ireland

Argentina
Spain

U.S.
Global 26

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average. 36
PEER-TO-PEER LENDING DISTRUSTED IN MOST MARKETS
Percent trust in peer-to-peer lending/payments
Distrust Neutral Trust

Distrusted in 19 markets
75
66 68 68
58 59
56
52
47 49 49 49
46 44 45 45
41 42
39 39 39 39
36
32 32 33
25 27

Mexico
S. Africa

S. Korea

India
Hong Kong
Germany

Singapore
Canada

Malaysia
Russia

France

Turkey
Australia

UAE
Italy

Japan

Brazil
U.K.
The Netherlands

Colombia

Saudi Arabia
Indonesia
Ireland

Argentina
Spain

U.S.
Global 27

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 27-market average. 37
CRYPTOCURRENCY DISTRUSTED IN MOST MARKETS
Percent trust in cryptocurrency Distrust Neutral Trust

Distrusted in 22 markets

71
65 65
57
52
46 47
42 42
37 39 39
37 34 35
31 33
28 28 29 30
27
22 23 24
20 20 21

Mexico
S. Korea

S. Africa

India
Hong Kong
Germany

Singapore
Canada

Malaysia
Russia

France

Turkey
Australia

UAE
Italy

Japan

Brazil
U.K.
The Netherlands

Colombia

Saudi Arabia
Indonesia
Ireland

Argentina
Spain

U.S.
Global 27

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 27-market average. 38
DIGITAL WEALTH MANAGEMENT
DISTRUSTED IN MOST MARKETS
Percent trust in digital wealth management/Robo-advisory Distrust Neutral Trust

Distrusted in 20 markets
76
71 72
65
56 58
49 49 51
47 48 48
45 42 43
41 41 41
36 37 37 37
34
29 30
26 26
23

Mexico
S. Africa

S. Korea

India
Hong Kong
Germany

Singapore
Canada

Malaysia
Russia

France

Turkey
Australia

UAE
Italy

Japan

Brazil
U.K.

The Netherlands

Colombia

Saudi Arabia
Indonesia
Ireland

Argentina
Spain

U.S.
Global 27

China
2019 Edelman Trust Barometer. TRU_SUB_FIN. 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”. 9-point scale;
top 4 box, trust. Question asked of one-fifth of the sample. General population, 27-market average. 39