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Business leaders feel that their organizations are increasingly under threat today as uncertainty from market and political challenges seem more intense and issues of trust are more pronounced. PricewaterhouseCoopers’ recent article, “Redefining Business Success in a Changing World, CEO Survey,” recorded data from interviews with 1,409 CEOs in 83 countries.  Most CEOs (55%) are concerned about the deficit of trust in business today; only 37% expressed that concern three years ago. Moreover, two-thirds see more threats to their businesses today than they did three years ago. Yet, 60% see more opportunity. Whether it’s threats or opportunities, employing the strengths of your values and mission in this uncertain environment will build trust.

A high level of trust drives business performance. PwC’s studies indicate that the world’s most successful companies are building trust through a commitment to values and purpose. These organizations are significantly more profitable than their competitors that lack this focus.  Consumers make choices not just based on services provided, but more often because of overall trust in the organization.

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Stuart Levine

Credit Union Times

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