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The fundamental goal of businesses is to make a profit. Statements like this have permeated business textbooks, dominated the strategic plans of companies and summarised the ethos of the corporate world essentially since it began.

Economics professor from Columbia University Joseph Stiglitz once said, “It is trust, more than money, that makes the world go around.” 

Today, this is more true than ever.

“The years ahead will see consumers value trust, whether it be in a brand, person or entity above price, promise or experience. Those who can gain and keep trust, through transparency and values-based offerings, will thrive.”

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