Page 20 - Banking Industry analysis (H)

Customers

Trust

In 2017 the Edelman Trust

Barometer (ETB) showed a broad

global downturn in how the general
population trusted all four
institutional groups: business,

government, nongovernmental organizations (NGOs), and the
media. Trust in NGOs declined from 55% to 53%, in business from

53% to 52%, in the media from 48% to 43%, and in government
from 42% to 41%. (1) In particular it commented that:

“Especially worrisome is the wide gap between

what the report calls “the modest trust of

institutions of business and of government and

a pitifully low level of confidence in their
leaders.” Believability in CEOs dropped globally

by 12 percentage points from 49% to 37%, a
decline of nearly one-quarter in just a year.” (1)