Why trust will determine success
Trust matters today more than ever before. In the era of fake news, online animus and political polarization, trust is the lens through which people make decisions about what they believe in and value. Research has also proven the connection between trust and commercial success — the most trusted organizations experience better financial performance2 and build particularly loyal customer bases3 and workforces4 . Trust is currency — valuable, measurable and actionable.
In this environment, society is demanding more from corporations, leaders and investors on critical issues such as the climate emergency and rising global inequality, and its members award their trust based on whether companies are “doing the right” thing at this critical moment. This is the new contract of trust with business — its license to operate — and has given rise to the notion of stakeholder