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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
3
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
6
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)
12
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
19
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
27