Trust Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Trust

The CFPB’s open banking rule has a bigger-than-expected scope—and banks aren’t happy

Article
Oct 22, 2024

The final version of the Consumer Financial Protection Bureau’s Section 1033 rule clarifies how financial institutions and apps must protect and share customer data.

TD Bank will pay over $3 billion in penalties after ‘serious failures’ in its US AML program

Article
Oct 11, 2024

The Canadian bank pled guilty to criminal charges for its AML failures and accepted penalties and growth limitations imposed by a US regulator.

Four in 10 executives cite risk management as a factor behind responsible AI investment

Four in 10 executives cite risk management as a factor behind responsible AI investment

Article
Oct 04, 2024

Some 44% of US executives have invested in responsible AI practices to holistically manage the risks involved with using the technology, according to an August 2024 report by PwC.

Physicians are using genAI to respond to their patients’ MyChart messages

Physicians are using genAI to respond to their patients’ MyChart messages

Article
Sep 27, 2024

Doctors are using genAI to respond to their patients’ MyChart messages: But patients aren’t always aware, which can erode the trust underpinning the patient-physician relationship.

X issues transparency report to win back advertisers

Article
Sep 26, 2024

X releases first post-Musk transparency report: Platform seeks to reassure advertisers with increased content moderation and government compliance.

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US Account Opening Feature Demand 2024

US Account Opening Feature Demand 2024

Report
Jul 31, 2024

Our third annual study reveals which account opening features US consumers value most, based on our exclusive survey.​

The key to creating financial content that resonates with Gen Z: Let them multitask

The key to creating financial content that resonates with Gen Z: Let them multitask

Article
Feb 09, 2024

To out-influence Gen Zers’ favorite financial social media creators, banks should mimic certain finfluencer strategies.

Customers don’t understand what factors into banks’ lending decisions—and they want more control

Customers don’t understand what factors into banks’ lending decisions—and they want more control

Article
Dec 01, 2023

Customers want more transparency in banks’ lending decision-making processes and more control over the data that factors into them.

Social media could be the key to connecting with baby boomers

Article
Nov 20, 2023

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

Gen Z will be opening up a lot of new bank accounts, but banks will have to win their business

Gen Z will be opening up a lot of new bank accounts, but banks will have to win their business

Article
Nov 16, 2023

Financial institutions will need to jump through some hoops to attract these young adults and build long-term relationships with them.

Tips to help retailers reach Gen Alpha, Gen Z, and beyond this holiday season

Article
Nov 14, 2023

Gen Z is ready to spend this season. Millennials may be a bit cautious. YouTube is the place to go if brands want to get on Gen Alpha’s radar. And for older consumers, trust is the key to getting them to spend. Here’s how retailers can appeal to each generation as the holiday season readies for Cyber Five.

7 reasons why partnerships are a gift to retailers this holiday shopping season | Sponsored Content

7 reasons why partnerships are a gift to retailers this holiday shopping season | Sponsored Content

Article
Oct 20, 2023

During the season of giving, one gift that retailers can truly bank on is partnership marketing. Partnerships not only provide a host of benefits like extended reach and enhanced credibility, they can also make the holiday season considerably more profitable.

For marketing at scale, generative AI’s use hinges on trust and the human touch

Article
Oct 18, 2023

Generative AI implementation in marketing is well underway. Now, marketers’ concerns have shifted from how to use generative AI to what the technology means for consumer data and privacy, if models are trustworthy, and where human oversight comes in.

Banking customer priorities vary by credit score, demanding targeted marketing efforts

Article
Sep 27, 2023

Whether consumers prioritize trust, data protection, or convenience depends on their credit scores, underscoring the need for financial institutions to combine these elements and target their marketing efforts.

Threads and TikTok struggle to block misinformation and conspiracies

Threads and TikTok struggle to block misinformation and conspiracies

Article
Sep 13, 2023

TikTok and Meta still struggle with content moderation: Threads has blocked search terms related to COVID-19, while TikTok cast too wide a net reining in Qanon.

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