British banks are going to have to go on an unprecedented PR charm offensive if they are going turn around public opinion after a damning report says that they have hit rock bottom.
The Financial Confidence Survey found that only four per cent of consumers said they thought banks were trustworthy and even fewer (two per cent) thought they were ethical.
It also found that almost half of all consumers (49%) considered UK financial institutions as greedy and that nearly two thirds (64%) had less trust in them than they did 18 months ago.
The report highlights just how much the public perception of banks has diminished over the last 30 years.
Once recognised as cautious and reliable institutions and a safe place to deposit your money, the avaricious activity of city banking fat cats has reduced the public view of high-street banks to that of greedy commercial rob dogs.
The rapid decline in the reputation of the banking sector has highlighted that no one is immune from such a turbulent change in the public's affections and they have got an uphill struggle to win back our hearts, minds and cash.
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