WHEN CUSTOMERS HAVE A NEGATIVE EXPERIENCE, BUSINESS WILL LOSE THEIR TRUST U.S. general population 44 47 Net percent who lost trust either in 38 37 the financial services company or the 43%industry due to a negative experience White Black Latinx Asian 2021 Edelman Money in Color Special Report. Q40. As a direct result of the experience(s) you just indicated, which, if any, of the following things happened? Please select all that apply. Question asked of respondents who dealt with any experience (Q39/1-12) General population, U.S., and among Non-Hispanic White, Black, Latinx and Asian populations. 16