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As we all settle in to a new online mode of connecting with colleagues and friends from our living rooms and home offices, it seems we are all getting to know each other to a greater extent than ever before. As regular work conversations are now conducted to the background noise of children and kitchen benchtops are serving as the backdrops to Zoom meetings, we are being driven to a level of authenticity that we would potentially never experience in the pre-COVID corporate world.

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.”