The CII has conducted a major research project to find a meaningful way of measuring trust in the insurance profession, and create a tool that will allow it to take practical steps towards building trust.
Insurance is a promise of help when things go wrong. Without trust, this promise is meaningless and insurance markets cannot function. This is the insight that led to the creation of the CII, and the instruction in its charter to 'secure and justify the confidence of the public'.
However, without clear thinking about what trust is and where it comes from, building trust becomes a shot in the dark. That is why the CII has conducted a major research project to define trust and confidence, find a meaningful way of measuring trust in the insurance profession, and create a tool that will allow it to take practical steps towards building trust.
More information can be found here.