Nearly every major American bank has a lofty set of values and principles. However, many Americans still distrust the banking industry. After five years of slow improvement in public perception since the financial crisis, American Banker reported in January that banks were backsliding again, with only 52% of consumers trusting their banks to do the right thing, down from 66% last year. Why then is there such a big disconnect between how Americans see their banks and how banks see themselves?