How finance brands can appeal to consumers’ emotions

Ten years after the financial crisis of 2007-08 began to rock the economy, and following numerous malpractice and misselling scandals over the years, the media conversation is still dominated by negative perceptions of an industry that is struggling to regain customer trust.
The findings of Edelman’s Trust Barometer make uncomfortable reading for the UK financial sector. The longest running global survey on consumer trust finds that in 2017, just 45% of UK consumers have trust in financia