Blamed for the recession and pilloried for its bonus culture, the UK financial services sector has become the whipping boy for the public, the media and politicians. So what can be done? Well, rather than muttering that it’s being picked on, it’s time for the UK financial services sector to address its image problem and set about changing perceptions itself. Communicate, the leading UK magazine on reputation management, issued a call to arms and among others asked us to offer manifestos for reputational change. No punches were pulled.