Financial brands emerged from the last great recession, in 2008, with low consumer trust; but with the cost of living soaring around the world, brands have a chance to implement lessons they learned and stay relevant and helpful to consumers.

Why it matters

According to Chris Charman, managing director at LEAD digital consultancy, the most pressing issue for financial services brands right now is how to guard against repeating the market failure that caused so much hardship for so many following the financial crisis of 2008. The answer lies in balancing doing right by people – helping customers navigate financial...