2017 Earned Brand: Financial Services Trust

FINANCIAL SERVICES TRUST: EARN IT

E D E L M A N E A R N E D B R A N D

2017 EDELMAN EARNED BRAND STUDY2

14,000 RESPONDENTS

1,000 per country, nationally representative

of age, gender, and region based on most recent country census data.

14 COUNTRIES

Online survey in Australia, Brazil, Canada, China,

France, Germany, India, Japan, Mexico, The

Netherlands, Singapore, UAE, U.K., and the U.S.

SURVEY TIMING

March 31 –April 24, 2017

THE EDELMAN BRAND RELATIONSHIP INDEX

Measures the strength of the relationship consumers have with the favorite brand

they buy across 7 dimensions. Measures

relationships across 18 brand categories.

SOCIAL LISTENING

We listened to consumer conversations on social media to understand the

societal issues that matter most to consumers in

those countries to help inform our analysis.

Unless otherwise specified, all data is from the 2017 Edelman Earned Brand study. Full explanations of the Edelman Brand Relationship Index and other analyses performed, along with detailed sample and margin of error information, can be found in the Technical Appendix.

METHODOLOGY

GLOBAL SURVEY2ND YEAR

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FINANCIAL SERVICES COMPANIES MUST EARN IT

4F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

SHARED BELIEFS AND VALUES

ARE THE MOST POWERFUL DRIVER OF COMMITMENT

TO BRANDS

Source: 2017 Edelman Earned Brand study, Q13.

5F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

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 SERVICESS 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

Source: 2017 Edelman Earned Brand study. Dimensions and relationship levels. 13-country global total, by category. See Technical Appendix for a full explanation of the dimensions of the consumer-brand relationship, and how the Edelman Brand Relationship Index and five relationship stages were built.

Data by generation, income and gender is available upon request

LAGGING LEADING

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CREATE ALINK TO SHARED BELIEFS AND VALUES BELIEVE BRANDS CAN DO

MORE TO SOLVE SOCIAL ILLS THAN GOVERNMENT51%

Source: 2017 Edelman Earned Brand study, Q17.

7F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

DEFINING THE BELIEF-DRIVEN BUYERD O Y O U C H O O S E , S W I T C H , AV O I D O R B O Y C O T T A B R A N D B A S E D O N I T S S TA N D O N C O N T R O V E R S I A L S O C I E TA L I S S U E S ?

50% SPECTATORSRarely buy on belief or punish

brands for taking a stand.

25% LEADERSHave strongly-held, passionate beliefs. The brands they buy are one important way they express those beliefs.

25% JOINERSDepending on the issue and the brand, they will change their buying behavior based on the brand’s stand.

50% BELIEF-DRIVEN BUYERS

Source: 2017 Edelman Earned Brand study. Belief-driven buying segments. 14-country global total.

8F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

BELIEF-DRIVEN BUYERS ARE YOUNGERP E R C E N T O F M I L L E N N I A L S W H O A R E B U Y I N G B A S E D O N S H A R E D B E L I E F S

Source: 2017 Edelman Earned Brand study. Belief-driven buying segments. 14-country global total, by generation. See Technical Appendix for a full explanation of how belief-driven buying was measured.

MILLENNIALS MOST LIKELY TO BUY BASED ON SHARED BELIEFS IN

India 75%

China 73%

UAE 67%

U.S. 66%

Mexico 63%

60%Millennials

34% LEADERS

26% JOINERS

9F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

BELIEF-DRIVEN BUYERS ARE HIGHER INCOMEP E R C E N T I N H I G H I N C O M E G R O U P W H O A R E B U Y I N G B A S E D O N S H A R E D B E L I E F S

Source: 2017 Edelman Earned Brand study. Belief-driven buying segments. 14-country global total, by income. See Technical Appendix for a full explanation of how belief-driven buying was measured.

China 70%

UAE 69%

Mexico 67%

India 62%

U.S. 62%

57%High Income

31% LEADERS

26% JOINERS

HIGH-INCOME CONSUMERS MOST LIKELY TO BUY BASED ON SHARED BELIEFS IN

10F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

65%FOR BELIEF-DRIVENBUYERS

SILENCE IS NOT AN OPTION

Source: 2017 Edelman Earned Brand study, Q17.

11F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

WE’RE SEEING THIS IN FINANCIAL SERVICES

For this right-hand image, use the following two slides

(Fearless girl and pix of CEOs) and place them on top of each other (fearless

girl on top)

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BRANDS THAT IGNORE THIS NEW NORMAL WILL FIND THEMSELVES TRAPPED IN NO BRAND’S LAND

13F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

CONSUMERS WANT TO KNOW:

ARE YOU WITH ME?

14F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

A BRAND’S STAND NOW MATTERS MORE

57%Are buying or boycotting brands based on the brand’s position on a social or political issue.

30%Are buying or boycotting more than three years ago.

Source: 2017 Edelman Earned Brand study. Q60 – Q63

15F I N A N C I A L S E R V I C E S T R U S T : E A R N I TAUTHENTICITY IS KEY

BOYCOTTING ON THE RISE

16F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

DON’TCO-OPTCULTURE

FIND YOUR CALLING

17F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

GOING BEYOND NO BRAND’S LAND

CO-OPTING CULTURE

PUTTING OUT A POINT OF VIEW

JUST STARTING CONVERSATIONS

FROM

FIND YOUR CALLING

ACTING MORE THAN YOU TALK

INVITING THEM TO ACT

TO

18F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

75%COMPANIES CAN TAKE ACTION

TO INCREASE PROFITS ANDIMPROVE SOCIAL CONDITIONS IN

THE COMMUNITYSource: 2017 Edelman Trust Barometer, Q249

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USE SHARED BELIEFS & VALUES

TO ATTRACT AND RETAIN EMPLOYEES

20F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

FINANCIAL SERVICES: LEAST-TRUSTED SECTOR IS MOST-TRUSTED EMPLOYER

Financial Services

28 PointsHigher

80% Trust in Company by Employees

52% GeneralSector Trust

Source: 2016 Edelman Trust Barometer, Q525 cut by Q420

21F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

25 27

19

27 2824

32 30

48

21 21 2219 19

14

8 9 8

EMPLOYEES ARE ESSENTIAL ADVOCATESM O S T T R U S T E D S P O K E S P E R S O N T O C O M M U N I C AT E E A C H T O P I C

Business practices/crisis handling

Treatment of employees/customer

Financial earnings & operational performance

Company CEO Senior Executive EmployeeActivist Consumer Academic Media Spokesperson

Source: 2016 Edelman Trust Barometer, Q610 - 615

22F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

EMPLOYEE ADVOCACY IN FINANCIAL SERVICES SECTOR INCREASES WITH SOCIETAL ISSUE ENGAGEMENT

70 71 7519 21 18

Employees of F.S. companies NOT engaged in societal issues

Employees of F.S. companies engaged in societal issues

Confidence in the future of the company

Committed to achieving our strategy

Do the best possible job for the customer

89 92 93IMPACT OF COMPANY

ENGAGEMENT:

+19

IMPACT OF COMPANY ENGAGEMENT:

+21

IMPACT OF COMPANY ENGAGEMENT:

+18

Source: 2016 Edelman Trust Barometer, Q527-529

23F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

IF YOU SHARE THEIR BELIEFS AND VALUES,

THEY WILL REWARD YOU

24F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

SPEAK UP, AND THEY WILL BUY LOYALLY

OF BELIEF-DRIVEN BUYERSBuy only that brandBuy more oftenBuy firstStay loyalwhen a brand supports their position on an issue vs. staying silent

BRANDS GAIN51%

2x more than from Spectators

Source: 2017 Edelman Earned Brand study. Q54

25F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

GET IT RIGHT, AND WIN NEW BUYERS

OF BELIEF-DRIVEN BUYERSBought a brand for the first time because of its position on a controversial issue

BRANDS GAIN

10x more than from Spectators

67%

Source: 2017 Edelman Earned Brand study. Q17

26F I N A N C I A L S E R V I C E S T R U S T : E A R N I T

SPEAK UP, AND THEY WILL SPEAK FOR YOU

OF BELIEF-DRIVEN BUYERSAdvocate for the brandDefend it against criticsCriticize competitors when a brand supports their position on an issue vs. staying silent

2x more than from Spectators

48%BRANDS GAIN

Source: 2017 Edelman Earned Brand study. Q54

LIVE AND REINFORCE YOUR COMPANY'S BELIEFS AND VALUES

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