Home » International Banker publishes our .trust research on European banks’ communication practices



Elisa Leimer

International Banker publishes our .trust research on European banks’ communication practices

How has the pandemic affected banks’ commitment to stakeholders and the wider society, and who is leading the way forward in terms of credible, innovative approaches? How are banks responding to the explosion in interest in sustainable and ESG investing? Above all, what kind of actions have emerged as key to maintaining trust in the new normal?

These are just some of the ambitious questions we set ourselves in our Banking and Financial Services sector edition of .trust, published exclusively this week by International Banker magazine.

The article “The Trust Dividend for Banking with Purpose”, highlights how some European banks have been able to build trust with their stakeholders as Covid-19 continues to reshape the financial services sector. Some key players were found leading the way in navigating challenges such as the post-pandemic economic recovery, digital transformation, diversity and inclusion and pressing environmental issues such as the climate emergency.

.trust is our flagship research programme and seeks to assess the ability of corporate communications to support competitiveness and to inspire trust, today’s business “currency.” The Banking and Financial Services sector edition is the first in a series of industry-specific studies we’re rolling out as we look at the post-pandemic communications landscape in Europe. Coming soon will be a focus on the healthcare sector, followed later in the year with a close look at consumer sectors including fashion and luxury.

The Banking and Financial Services focus examined 16 leading institutions covering all of Europe’s biggest economies as well as emerging players and challenger banks. Through the lens of their digital corporate communications, we evaluated both the “substance” of content (identity, strategy, leadership, employer branding, etc.) as well as the “distinctiveness” of their storytelling and engagement. We found that the leading companies have adopted purpose-driven strategies to serve their stakeholders throughout the crisis.

Curious to find out more about our work on the banking and financial services sector? To order an in-depth benchmark report and tailored analysis, get in touch with Caroline Becker – caroline.becker@lundquist.it.