“The most committed consumers just don’t trust most financial services firms to behave ethically, and the more interest they take in ethical issues, the greater the level of mistrust is. Of more than a dozen mainstream financial services brands, there were only two that were, on balance, more trusted than distrusted by those consumers most interested in the idea of ethical financial services: the Co-operative Bank and Nationwide.”

– Toby Clark, Head of UK Financial Services Research

“The most committed consumers just don’t trust most financial services firms to behave ethically, and the more interest they take in ethical issues, the greater the level of mistrust is. Of more than a dozen mainstream financial services brands, there were only two that were, on balance, more trusted than distrusted by those consumers most interested in the idea of ethical financial services: the Co-operative Bank and Nationwide.”

– Toby Clark, Head of UK Financial Services Research

Some questions answered in this report include:

Does apathy override good intentions?

Who do the committed consumers trust?

How do financial services firms override the mistrust?

Do financial services brands have any credibility in their ethical claims?

What makes financial services so different?

Can banks position themselves as ‘ethical concierges’?