1. Consistency and Authenticity in Messaging and Actions

To earn and sustain trust, businesses must demonstrate consistency and authenticity in their communications and actions. Authenticity requires not just stating values but living by them. For example, if a brand promotes sustainability, it should commit to eco-friendly practices across its supply chain, rather than using sustainability merely as a marketing slogan.

Consistency goes beyond branding and extends to how businesses handle customer interactions, product quality, and even crisis management. Inconsistencies between what a brand promises and what it delivers can quickly sow the seeds of distrust.

Example: A sustainable fashion brand that genuinely commits to transparency could publish regular impact reports and open its processes to public scrutiny, showcasing its efforts to uphold its values.