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Strategy Brand CX EX Trust

Trust: The New Imperative for a License to Operate

17 August 2022

Trust matters more than ever, but in the age of (mis)information, knowing who and what to trust is becoming increasingly difficult. The challenge to prove good corporate behavior is matched by the opportunity: trustworthy businesses have a competitive advantage extending from talent and customer attraction to organizational excellence and stronger growth. Forward-thinking leaders understand that trust is an economic asset, and a crucial one. As consumers and employees alike pay more and more attention to the business practices and social impact of brands, only those that demonstrate authenticity and social responsibility will have a license to operate.