“Greedy” and “impersonal” are not flattering words for a person or a company and, according to a study of 650 U.S. consumers, this is how they view financial institutions—banks, insurers and financial advisers. The “Cohn & Wolfe Financial Confidence Survey,” conducted last week by online global research provider Lightspeed Research and commissioned by Cohn & Wolfe, shows the public has little trust in these areas.

When asked to list words to describe financial institutions, “greedy” and “impersonal” were each selected by 32% of respondents, “opportunistic” was selected by 26% and “distant from me” was chosen by 22%. Respondents could select more than one answer.

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