Trust matters

Blue Martin

Trust is high on the corporate agenda, but it is a complex issue. First, there is the distinction between trust and confidence.

Trust matters

Blue MartinAcacia Avenue

Trust, or lack of it, is high on the corporate agenda. Every day, the media is filled with stories of once-credible institutions that have become mired in scandal. Yet the need to trust is hardwired. Blue Martin analyses what trust really means and what action brands should take to foster it.

Defining trust is more complex than it might first appear, especially as 'trust' is often used in place of both 'trustworthiness' and 'confidence' – similar, but not identical terms.

Although the three terms are often conflated, there are important distinctions to be made...

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