How important a consideration is ‘building trust’ in your brand’s marketing? And what role does content play in this? Hosted by Jill Schlesinger, Business Analyst, CBS News, our panel of opinion leaders will help the global financial services marketing community triangulate their trust decisions, incorporating: • Media Trust: Deidre H. Campbell, Global Chair, Financial Services Sector, Edelman on its new research findings. • Marketing Trust: Jennifer Grazel, Global Director, Vertical Marketing, LinkedIn Marketing Solutions: Financial Services on the considerations for marketing trust. • Financial Trust: Is there a trust gap between fintech challengers and incumbent brands? Clayton Ruebensaal, VP of Global Marketing for American Express, and Elyssa Gray, VP of Brand for Betterment discuss.

1. Today’s Speakers:

2. 50% 55 53
48
42
53 52
43 41
Trust in All Four Institutions Declines
Source: 2017 Edelman Trust Barometer Q11-620. 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.
2
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
Two of four institutions distrusted
Neutral
Trusted
Distrusted
-2 -1 -5 -1
20172016

3. Sector Trends
Trust in Financial Services Increasing
Faster Than Other Sectors
Source: 2017 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, 25-country global total.
3
Percentage point change in trust in each industry
sector, 2012-2017
Consumer
Packaged Goods
6
Energy
9
Financial
Services
11
Telecommunications
5
Food &
Beverage
3

4. Source: 2017 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, 28-country global total.
Financial Services Sector Least Trusted
4
Percent who trust each industry
54
61
63
66
76
Lower
Trust
Higher
Trust
Financial
Services
Energy
Consumer
Packaged Goods
Food &
Beverage
Technology

5. Financial Services
Must Actively
Build Trust

6. Source: 2017 Edelman Trust Barometer, Financial Services
6
Do Things Differently
Enforce Radical
Transparency
Communicate
with a
Human Voice
1
Use Two-Way
Communication
2
Solve Real
Problems
with Tech
3 4

7. Today’s Speakers: