Trust Is a Measurable Growth Lever, But Finance Trails
Marketers no longer need to argue trust’s value in the abstract. The latest Financial Times and IPA study gives fresh metrics, showing trust as the second-strongest predictor of profit and market share, and also exposing finance and insurance as the sectors with the deepest trust deficits.
Companies that elevate trust to a board-level KPI are more than three times as likely to report stronger profits than those that don’t. Yet only 22% of decision-makers say their firms track it at the top table.
Other findings reveal the urgency:
- Most business sectors are underperforming on trust. The biggest “trust gaps” are found in finance, tech, cybersecurity, insurance, and property.
- Brands that advertise in trusted media environments see a measurable halo effect, with decision-makers more likely to believe those brands will “deliver on their promises."
- Media context matters: 60% of respondents, rising to 70% of those under 45, are more likely to trust a brand if its ads appear in “gatekeeper” media, such as business news brands, rather than brands and platforms with user-generated content (UGC).
The report frames trust as a measurable driver of competitive advantage, brand strength, and resilience. But it also highlights a missed opportunity: many firms, particularly in finance, continue to treat trust as intangible rather than trackable.
UPCOMING EVENT
That context shapes an upcoming webinar, Communicating Trust and Credibility in an Age of Volatility on December 4, hosted by Financial Narrative in partnership with the Financial Times.
The panelists will unpack the new research and spotlight evidence-backed strategies to link trust directly to revenue. Speakers will cover how to measure sentiment, navigate regulation, and embed credibility into long-term brand strategies.
The event offers financial services leaders a practical framework for closing the trust gap—and a way to position marketing as a driver of growth, not just reputation. Click here for details and reservations.
