Banca Etica and Youth: Communication, Trust, and Verifiable Value
Trust in banks is built over time through the possibility of verifying the consistency between declared values and actual practices. This article analyzes Banca Etica’s communication, particularly in its relationship with young people, and identifies four drivers: operational transparency, practical financial education, digital channels used for explanatory purposes, and informed choice before customer loyalty. The concept of verifiable value allows these choices to be understood as parts of an experience oriented toward understanding rather than visibility alone.
Keywords: trust, banking communication, younger generations, verifiable value, ethical finance
DOI: 10.57590/1120-5032-202604ENG-11
