The industry promoters are also using the funds sector to illustrate the value of the Island’s premier industry to retirees and pensioners.
Commenting on the local outreach, chief executive Geoff Cook said: ‘We have done an economic study on what the industry does for Jersey in economic terms, but we are working to find less finance-orientated language to communicate not just to people in the Island, but also everywhere we do business.
‘Most people in Jersey don’t use our services and we’ve got to explain what those are, which is harder at the more sophisticated end of the market. Because there is noise in the system about the financial crisis, banks and tax havens, the ordinary person in Jersey probably realises the value of the industry, but the noise around it makes them feel uncomfortable. We’d like to change that so our home community feel confident that it is good business and done in the right way.
‘There are a couple of reasons why that is important. At home, people won’t want to come into the industry as a career choice unless they understand it and feel it is doing good things. And we won’t get the financial support from the government and backing from the wider community unless they understand and are satisfied that what we are doing is a force for good and having a positive benefit on Jersey.’