- The foundation of building trust is based on competence (delivering on promises) and ethics (doing the right thing and working to improve society).
- The battle for trust will be fought on the field of ethical behaviour. Ethical drivers (eg. integrity, dependability, purpose ) are 3 X more important to company trust than competence.
- Business viewed as the only competent institution, holding a 54 point edge over government. However, NGOs are perceived as the only ethical institution with business lagging behind NGOs by 21 points.
4. Nearly two-thirds of consumers identify as belief driven buyers. 73% of employees expect business to change society and Chief Executives understand that business can no longer exclusively focus on shareholder returns
