Banks have not had it easy these last couple of quarters. All financial service companies are struggling with positioning themselves as a source of investment stability since some of the most trusted names in the industry have gone under. Interpreting current customer needs means may mean going beyond the traditional banking services that has many customers worried. The last quarter of 2008 saw an increase in financial messaging highlighting safety, security, stability, and strength. Industry trends in the first quarter of 2009 also showed that banks understand the need to differentiate within the lasting bear market. Major institutions have embarked on campaigns that highlight topical messages such as family, the need for an understanding financial partner, discounted services, and offering help spending wisely. Campaigns such as these are important indicators to consumers that the financial industry can be innovative and forward-looking despite the economic downturn, potentially offering a much-needed boost to consumer confidence levels.