What drives trust in UK banking today? Do customers believe their sustainability story? Can media coverage alone build brand loyalty?
CARMA’s 2025 Reputation Economy report uncovers how media visibility and consumer sentiment shaped the reputations of 10 of the UK’s biggest financial institutions — and why trust, conduct, and fraud protection matter more than ever.
Drawing from over 4,000 media articles and responses from 321 UK consumers, this is essential intelligence for communications and brand leaders navigating a volatile, hyper-scrutinised landscape.
Inside the report:
- Top Trust Builders (and Reputation Risks):
Why fraud prevention and ethical conduct ranked above performance or sustainability for UK consumers – and how this reshapes banking comms. - The Nationwide Effect:
How a rebrand centred on keeping branches open and member ownership propelled Nationwide to the top of positive sentiment rankings – and what others can learn. - Visibility ≠ Loyalty:
Barclays and NatWest led media mentions, but not preference. Positive press doesn’t guarantee customer preference – so what does? - Six Brand Messages That Move the Needle:
From inclusive banking to customer-first offers, explore the messages that landed – and those that fell flat. - Brand-by-Brand Breakdown:
A comparative look at media sentiment, reputational strengths, and trust scores for Barclays, NatWest, Nationwide, Virgin Money and more.
Download the full report to explore what it takes to lead in reputation — and what’s at stake if you fall behind.