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When it comes to trust, customers want companies to act with integrity and their best interests in mind.

The Cambridge Dictionary defines trust as, “To believe that someone is good and honest and will not harm you, or something is safe and reliable”.

In today’s society, the ability to trust has become significantly harder. In a world of fake news, alternative facts, royal commissions and the revolving door of politics, we do not know who or what to trust.

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