The FSI’s (financial services industry) reputation has been damaged since the recession hit in 2008-09. Consumers quickly blamed the industry for the crisis and ever since have had a hard time trusting its products and services. However, not all sectors were negatively impacted; credit unions continue to attract more consumers as do alternative banks. Understanding customers’ needs and delivering on these is a key tactic impacting trust development. Throughout this report you will learn consumers’ definition of trust, their expectations of various financial sectors, and lastly factors helping financial sectors and trusted brands maintain consumers’ trust."