​ Whatever industry you’re in, Trust is one of the most commonly stated drivers of brand choice. We know this because we come up against this challenge day after day working with brands across a variety of sectors. But financial services has a much tougher job than most. A recent Edelman survey showed that in the UK, only 48% of people trusted financial services organisations. This is a staggering problem for an industry which accounts for 10% of the UK’s GDP and employs over 1 million people* in the UK. And the UK is not the only country to fall victim a loss of faith and confi..