At a glance

Salesforce, the cloud-based software firm, believes that trust is going to become increasingly important. As a business itself built on trust it has useful advice on how to create a trusted brand.

Why it matters

There is a lack of trust today in society’s institutions, and brands cannot avoid addressing what this means for them. Salesforce research indicates that consumers are overwhelmingly more likely to buy from brands they trust (92%) and to stay loyal to such brands (95%).

Nor is trust just about customers; the same research shows that 75% of employees are more engaged working for a brand or company they trust.


  1. Product and service alone will not be enough in future.
  2. The new battleground of creating connected customer experiences requires trust.
  3. Know your values and lead with them every step of the way.