What garbage. Trust isn't a dependent variable. You can't measure it. You can't produce it in a factory. The reason why people don't trust X business is because they are untrustworthy. They will be unable to win trust back because being untrustworthy is, often, a fundamental part of their culture.

Also, a minor point in the grand scheme of things but I wouldn't take advice on trust from someone who had a fictional job title at Fidelity. From someone who worked in the industry, the business model of an asset manager is: do a shitty job, tell everyone you how smart you are (preferably with the aid of functionally useless qualifications), and hope no-one calls you on your bullshit. If you perceive yourself to be an expert on trust, don't work for organisations that have made untrustworthiness their business model. Doing so, suggests that you don't know what you are doing (which is likely the case here).