Now, more than ever, senior leaders must adhere to their valuesand organizational purpose to create and maintain employee andstakeholder trust. PricewaterhouseCoopers has been surveying CEOsfor 20 years to gain their perspective on major trends affectingindustry and the world economy. Its 2016 survey included interviewswith almost 1,400 CEOs from 79 countries. The importance of trustin a time of globalization and technological change was front andcenter in their minds. Eighty-nine percent believe that a strongcorporate purpose is more important than ever. Eighty-five percentthink that business should take into account stakeholder needs,which can include customers, employees, communities and evengovernments, in addition to shareholders.

The CEOs regard collaboration with these multiple constituenciesas serving a greater purpose and contributing to social well-being.They see business as a force for good. Conscious attention tovalues and purpose may be bearing fruit. In a separate PwC surveyof the general public, 35% agreed that businesses have increasedtheir focus on operating in a way that takes them and communityinto account. Trust follows.

CEOs have seen the benefits of globalization in helping toincrease flows of capital, goods, information and people.Globalization greatly improved global connectivity and contributedto the creation of a skilled workforce. The surprising votingresults of 2016, however, particularly in the U.S. and U.K.,highlighted pressures against established views on globalizationand trade. Moreover, CEOs appeared to have predicted 2016'sdisruption. In PwC's 2015 survey they identified a trend towardnationalism, devolving nations, and regional trading blocks, and atrend away from political and economic unions and a global marketplace.

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