Trust is one of the most complex, strategically important assets sought by an organization. High levels of trust generate favorable responses to the organization, and create environments where discussion, collaboration and innovation can thrive.

But not all trust is created equal. Organizations can systematically build, maintain and evolve what we see as three distinct benefits of trust: brand equity, reputation equity and employee equity. GlobeScan believes that these three forms of equity can be found and nurtured across an organization’s stakeholder network, creating tangible value for the business and for society.

Once lost, however, trust is extremely difficult to recapture.

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