Financial institutions are judged by how they show up when it matters most. During high-stakes moments—major transactions, economic uncertainty, or market volatility—gaps in communication are quickly filled by policymakers, media, and the public.
Global Strategy Group conducted a nationwide survey to assess American’s perceptions of financial institutions and the key drivers of credibility, trust, and corporate reputation. Our findings provide critical insights about how to communicate to important stakeholders.
Key takeaways include:
- Manage your adjacent audience and strengthen stakeholder communications. 30% of Americans say they only have a general sense of what’s happening in financial markets and find the details confusing, and 66% expect companies to proactively explain them.
- Elevate executives as thought leaders in the broader media ecosystem, not just brand ambassadors. 84% of voters trust industry experts and credible third-party voices more than companies themselves, underscoring the importance of executive visibility and earned media. Just 6% say companies are their most trusted source.
- Manage high-pressure moments with consistent communications strategies. 52% say their confidence in a financial firm depends on how it handles those moments. 85% say they’d take action—moving money, avoiding the firm—if communications are unclear or misleading.
Read more about how financial firms can build trust, strengthen corporate reputation, navigate high-risk communications environments, and communicate with impact during moments of uncertainty.