BUSINESS GAINS THE MOST TRUST BY BEING A GUARDIAN OF INFORMATION QUALITY Percent increased likelihood of trusting business associated with performing well on each action FINANCIAL SERVICES COMPANIES INCREASE When these actions are performed well… Increased likelihood of trust FOCUS ON ESG COMMUNICATIONS Guarding information quality +5.8% 98%rate ESG-focused Opportunity for communications as important/very Embracing sustainable practices +5.7% financial services important in 2021 sector to take the 83%will increase their focus on Robust COVID-19 health and safety response +4.8% lead on sustainability, ESG communications in 2021 Driving economic prosperity +4.7% economic prosperity and Source: 2021 Edelman Financial Services Long-term thinking over short-term profits long-term thinking Communications Survey of 40 CCOs and senior +4.6% communications professionals at major finance companies in the U.S., Europe, Asia and Africa, Data collected January-February 2021. 2021 Edelman Trust Barometer. Discrete choice analysis; results shown are marginal effects on likelihood to trust. PER_BUS. How well do you feel business is currently doing each of the following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. For a full explanation of how this data was calculated, please see the Technical Appendix. 17