At the same time, consumer trust in corporations has declined by 50 percent since the crisis. Consumers now trust only one in four companies on average. The dearth of trust in the marketplace makes it an agent of differentiation. As a result, the correlation of trust to brand equity has increased by 35 percent in the past three years. Trust, once an afterthought, can even help companies enter new market categories. Recently, we asked consumers to answer the question, “Which brand would you open a bank account with?” Amazon, Wal-Mart, and Zappos all outperformed traditional banks.