Financial Services: Why Brand Trust Must Be Rebuilt in 2026

Financial Services: Why Brand Trust Must Be Rebuilt in 2026

Trust holds more weight than ever when evaluating financial services in Australia. High-profile scandals and shifting technology have changed expectations. In 2025, the Australian general public grows more cautious about whom to trust with their finances as data security, transparency and customer experience become central concerns. Recent studies, such as the Edelman Trust Barometer, revealed that trust in financial services stands at a modest 47 percent. This evidence points to a deeper demand for authenticity and clarity as the year 2026 approaches.

Financial Services: Why Brand Trust Must Be Rebuilt in 2026

Trust holds more weight than ever when evaluating financial services in Australia. High-profile scandals and shifting technology have changed expectations. In 2025, the Australian general public grows more cautious about whom to trust with their finances as data security, transparency and customer experience become central concerns. Recent studies, such as the Edelman Trust Barometer, revealed that trust in financial services stands at a modest 47 percent. This evidence points to a deeper demand for authenticity and clarity as the year 2026 approaches.

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Have you ever sat in a leadership meeting where the air felt thick with unspoken accusations? It is a scene played out in boardrooms worldwide. Marketing proudly displays a slide showing a “record number of leads,” yet the Sales VP looks visibly uncomfortable. Sales counters that those leads are nothing more than “digital window shoppers” or “junk data.” Meanwhile, the Customer Service team is struggling to onboard new clients who were promised features during the sales process that are not currently on the product roadmap.

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Oracle Partners: Why Your 2026 Marketing Must Prioritise Authority and ABM

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