In the guest post below, Julie Urlaub, Founder and Managing Partner at Taiga Company, discusses the importance of consumer trust.
The people I distrust most are those who want to improve our lives but have only one course of action. – Frank Herbert
Studies show there is a growing disconnect between company perception and reality. Despite growing business sustainability action, a recent report finds that only 16% of managers on the front line feel there is consumer trust in their company and its actions. With corporate perceptions at such alarming low levels, there is a sustainability opportunity in rebuilding business faith.
In 2011, the issue of trust opens the door to a multitude of business sustainability action. As a result, our sustainability consulting considers the ‘executive leader’ role is sure to expand to include new touch points with key business stakeholders. Business sustainability efforts will include:
• Rebuilding corporate image post recession within the consumer and investment community.
• Actively engaging in the environmental and social conversation as global reforms take shape.
• Engaging with depressed supply chains leaned by cost cutting actions to reshape and retool for the future.
• Tuning into workforce values as employees shift focus to job security and benefit stability.