Financial firms 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 key drivers of credibility and trust. Our findings provide critical insights about how to communicate to important stakeholders.
Key takeaways include:
- Manage your adjacent audience. 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, not just brand ambassadors. 84% of voters trust industry experts. Just 6% say companies are their most trusted source.
- Manage high-pressure moments with consistency. 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 on how to build trust, tell your own story, and communicate with impact.