SPECIAL REPOrT

The Dynamics of Public Trust in Business Emerging Opportunities for Leaders

A Call to Action to Overcome the Present Crisis of Trust in Business

 2009, Arthur W. Page Society and Business Roundtable Institute for Corporate Ethics Distribution Policy: No partial use or derivative works of this report may be made without the prior written consent of the Arthur W. Page Society or the Business Roundtable Institute for Corporate Ethics A PDF version of this document can be found on the Business Roundtable Institute for Corporate Ethics Website at: http://www.corporate-ethics.org/pdf/public_trust_in_Business.pdf and on the Arthur W. Page Web site at: http://www.awpagesociety.com

The members of Business RoundtableCEOs of leading U.S. based companies with $5 trillion in annual revenues and nearly 10 million employeesrecognize that effective corporate leadership is critical for ensuring vigorous economic growth, a dynamic global economy, and a well-trained and productive U.S. workforce. We also recognize that corporate leadership plays an essential role in building and strengthening public trust in business. This perspective is reflected in both our past actions and current endeavors. In 1982, a Roundtable task force produced a book-length report, Corporate Performance: The Key to Public Trust, encouraging large companies to earn public trust and confidence by their performance. Our Principles of Corporate Governance, issued in 2002, in the wake of significant governance failures that wounded public confidence, are widely recognized as gold standard practices. In 2004, the Roundtable established the Business Roundtable Institute for Corporate Ethics as part of our efforts to build and sustain public trust in the marketplace. This report that follows could not be more timely. In recent months we have witnessed how quickly even venerable firms can crumble when confidence in them is lostand how the loss of trust freezes capital and harms millions of people around the globe through job losses, home foreclosures, lost savings, and general economic upheaval. These turbulent times highlight the great importance of mutualityof searching for and seizing opportunities that benefit both the public interest and business. In the midst of this turmoil, the global economic crisis presents a unique opportunity for leaders to step forward and make business better. This is an opportunity we must seize. Current knowledge gaps in the dynamics of public trust, however, present a serious challenge to leaders concerned with developing and implementing an effective long-term strategy for building mutuality and public trust. This is why the Project on Public Trust in Business (the Project), a new initiative launched with the publication of this report by the Business Roundtable Institute for Corporate Ethics and the Arthur W. Page Society, is so critical. The operating principle of the Project is that concerned businesses and stakeholders, all working together toward a common purpose, can build this knowledge base efficiently, empowering leaders to take more effective action. Business Roundtable will contribute to and participate in the Project through our new Corporate Leadership Initiative, and we strongly encourage other leaders and organizations to join us in this worthy effort. Anne M. Mulcahy Chairman, Business Roundtables Corporate Leadership Initiative Chairman of the Board and Chief Executive Officer, Xerox Corporation

Table of Contents Executive Summary The Global Economic Crisis: A Call to Action About the Trust Panels Introduction I. Current Approaches to the Trust Problem: Assessing Measurements and Reform Efforts II. Reconstructing the Managerial ParadigmNew Approaches to Public Trust III. Recommendations for Business Leaders IV. Successful Examples of Organizations Building Trust V. Next StepsClosing the Knowledge Gaps and Preparing for New Challenges

E X ec U t I V e S U M M A R Y

task force organized by the Business Roundtable Institute for Corporate Ethics and the Arthur W. Page Society set out to investigate the current landscape of public trust in business. Our goal is to provide business leaders with knowledge on which they can base decisions and actions. This report represents the initial step in a larger effort to identify opportunities for business leaders to build and sustain public trust in their companies, in their sectors, and in the institution of business.

The task force believes a new kind of dialogue is needed on this issue, as trust becomes increasingly crucial to business and society in the twenty-rst century. The current global economic crisis, in which a lack of trust has weakened the world nancial system, demonstrates the importance of this dialogue. This report proposes a basis on which it can begin. Public trust in business has certain distinct characteristics and dynamics, related to but different from those of other forms of trustinterpersonal, inter-rm and cross-societal. Public trust in business roughly describes the level and type of vulnerability the public is willing to assume with regard to business relations. Today, a large portion of the public believes that the majority of its vulnerability in business relationships is not voluntary but rather results from a sizable power imbalance that enables executives and companies to assume far less risk than the average person. This sense has been exacerbated by the current nancial crisis, in which American taxpayers have been called upon to shore up nancial institutions whose risky behavior put the nancial system at risk. Although individual rms may be exempt from such distrust, and although the broad problem may seem to many to be too large and complex for them to address, our task force concluded: The general distrust of business hurts all companies, and, indeed, all participants in the global economy; There are concrete actions that can be taken to address and improve public trust in business, and The time has come for vigorous exploration of the relatively unchartered territory of public trust in businesssocial and technological changes have combined to heighten both opportunities and threats while shortening the window in which to take effective action. Leaders need to become as expert in the trust environment as they are in the technological, economic, political, and competitive environments. Just as it is difcult for an individual rm to succeed if the whole economy is in trouble, so it is difcult for an individual rm to be trusted if all of business is mistrusted. As a starting point for dialogue, we propose an approach grounded in the general principle that trust creation is really an exercise in mutual value creation among parties who are unequal with respect to power, resources, and knowledge. We believe that a core condition for building public trust is the creation of approaches that create real value for all interested partiesbusinesses and public alike. Todays low levels of public trust, rather than signaling a capricious public or a no-win situation, may represent opportunities for game-changing solutions that can lead to greater efciency and value creation. These many opportunities, however, are the ipside of many new threats. Both trust and mistrust in rms can be irrationally contagious. To capitalize on these opportunities and address these threats, leaders must develop a keen practical understanding of the three core dynamics of trust: 1. Mutuality that is based upon shared values or interests 2. Balance of Power where risks and opportunities are shared by parties 3. Trust Safeguards that limit vulnerability in the context of power imbalances

Firms and their leaders need to understand these questions: How does public trust in business impact my rm or my sector? Which trust congurations matter most to my rm or my sector? How does public trust in business impact how regulators think about business? What drivers are most likely to affect trust in my company with respect to various stakeholders?

What business outcomes are connected to various types of trust or distrust and to the actions of mediating institutions? Recommendations: To build and sustain trust at the most basic level, a business must manufacture and market quality products or services that are reasonably priced; provide steady jobs in safe and healthy environments; support community institutions serving employees and customers; and provide shareowners with a reasonable return on their investments. Beyond these fundamentals, the report recommends concrete actions that business leaders can take with respect to building mutuality, balancing power, and creating trust safeguards: 1. Create a set of values that dene and clarify what your enterprise and its people are at root, and work to ensure that these values are adhered to consistently across your enterprise. 2. Build and manage strong relationships based on mutual trust with mediating institutions. 3. Embrace transparency. 4. Work within your business sector to build trust in the sector.

5. Re-invest in the trustworthiness of your rm by making a commitment to enhance the core contribution that the rm makes to society. The report gives several examples of organizations that are building trust successfully and notes that the trend may result from businesses making social good a part of how they conduct their businesses. Importantly, this report also formally launches the Project on Public Trust in Business (the Project)an ongoing effort by the Business Roundtable Institute for Corporate Ethics and Arthur W. Page Society to engage other leading organizations in developing and implementing a long-term strategy for building and sustaining public trust in business. Specically, we will: Organize a high-level working group of experts representing major stakeholders, including business, academia, government, employees, consumers, investors, and the media. The group will develop a set of principles for effective business regulation in anticipation of regulatory restructuring that is inevitable in the wake of the global nancial crisis. The working group principles will aim to shape a new regulatory structure that reects the interests and values of the various stakeholders in the nancial system. Conduct a series of research studies to develop a deeper understanding of the dynamics that impact public trust, with the aim of enabling executives to develop strategies for building and sustaining key trust relationships. Promote a dialogue between thought leaders in the areas of trust and business to advance game-changing solutions with regard to practice and the public policy process. Assemble leading academics in the area of trust to begin to ll the sizable knowledge gap in our understanding of the dynamics of public trust and deliver actionable knowledge to practitioners. Devote increased attention to the issue of public trust in our ongoing work.

T H e G lob A l E co N o M I c C R I s I s : A cA ll to Act I o N
Over the past century and a half, capitalism has proven its worth for billions of people. The parts of the world where it has ourished have prospered; the parts where it has shriveled have suffered. Capitalism has always engendered crises, and always will. The world should use the latest one, devastating though it is, to learn how to manage it better. 1

The Economist

he issue of public trust in business has never been more urgent or consequential than it is today. In many ways, the current global economic downturn is, at its core, a crisis of trust.

It is not hard to see why. Global equity markets lost $30 trillion worth of market capital in 2008. This huge loss of capital tells only part of the economic story. In February 2009, the United States lost an estimated 650,000 jobs, the highest total in 60 years. A Washington Post-ABC News poll from December 2008 reports that 10 percent of homeowners and 29 percent of renters said they have fallen behind on their mortgage and rent payments at some point in the past year.2 In January 2009, The Conference Board Consumer Condence Index reached an all-time low of 37.7.3 Other recent reportssuch as the impeachment of Illinois Governor Rod Blagojevich on corruption charges, Hartford Mayor Eddie A. Perez surrendering on bribery charges, the Bernie Madoff Ponzi scheme, allegations of large-scale fraud at the Indian rm Satyam Computer Services, and the AIG retention bonusesfurther fuel public skepticism. While the global economic crisis may have roots in too much trustparticularly in the arena of risk management and the stability of the housing marketthe headwinds that leaders are facing as they attempt to get ahead of the crisis may in part be a result of low public trust in business and government. Although governments around the world have taken unprecedented steps to restore condence in business and in the marketplace, their actions are having limited impact on assuaging public anxieties or restoring condencein part because public trust in government itself is also extremely low. According to a New York Times/CBS News Poll survey from October 2008, only 17 percent of Americans trust the government to do the right thing most or all of the time. In January 2008, 52 percent of Americans agreed with the statement that quite a few government ofcials are crooked. 4 Despite capitalisms track record as an engine of prosperity for billions of people, the current global economic crisis has led some to ponder questions such as, Is Capitalism Dead?5 At the heart of this question is a deep anxiety about whether or not the public still trusts capitalism to be the best form of social cooperation. Trust and liberty are at the heart of the capitalist concept. As The Guardian columnist Simon Caulkin has observed, Trust is something business cant do without . It isnt some fuzzy niceto-have; its the lubricant without which the City [i.e., the London nancial markets] and Wall Street are as frozen as a rusted motor. If there is debt or credit, there has to be trust.6 If the world is to use the global economic crisis to learn how to better manage capitalism, it is imperative that we improve our capacity to build and manage trust in business. As the current crisis makes clear, disasters can result not only when trust is too low, but also when trust is too high. High trust and short-termism in the era of easy credit led to poor assessments of risk, poor decisions, and over-leveraging. Once this became obvious, the trust pendulum swung from irrational exuberance to irrational gloom. Everyone stopped lending to everyone because no one knew what the other banks assets were worth.7 Perhaps because we tend to focus on public trust only during crises, the actual dynamics of public trust in business remain a largely uncharted territory in need of exploration and mapping. In this sense, public trust in business is like plate tectonicsit is the foundation upon which organizations stand or fall but often goes unnoticed until the ground shakes or there is an eruption.

In the wake of the global economic crisis, new regulations will certainly be enacted and new lending practices will emerge, but in order for these actions to effectively build and manage public trust in business, they need to be based on an accurate framework that enables leaders to make well-informed decisions about what actions will actually be benecial. Creating a clear and usable map of the core dynamics of public trust in business is the central achievement of this report and taking actions that effectively build and manage trust is the central mission of the Project on Public Trust in Business (the Project) which this report launches. The three core dynamics of public trust in business are Mutuality, Balance of Power, and Trust Safeguards. Mutuality is the state of affairs where multiple parties seek to pursue courses of action deemed to be of shared benet. Balance of power refers to mechanisms of fairness that prevent one party from imposing its will on or simply overpowering the interests of another. Trust safeguards are legal compliance mechanisms that promote fairness in business relations via punitive damages for bad actors and/or reparative measures for those harmed. Few, if any, would argue that the individuals in the nancial services industry who repackaged huge tranches of subprime mortgages to look like AAA rated loans were acting in the interests of their customers, business partners, or the public (mutuality); or that their actions and the likely consequences were transparent to investors in mortgage-based securities (balance of power); or that these activities were sufciently regulated by the government (trust safeguards). While calls for regulatory changes (trust safeguards) are certainly warranted in light of the global economic crisis and the Madoff scandal, this will not bring about the cultural changes necessary to build and manage public trust in business if the sole reaction to the crisis is more regulation. Restoring public trust in business also requires businesses to operate more in the public interest (mutuality) and build symbiotic relationships with stakeholders (balance of power). It requires greater transparency and accountability by business with key enhanced roles here for the Board of Directors, while restoring trust in our nancial services rms also demands greater transparency and accountability by those ofcial regulators of these rms. Mutuality is the most critical and exible mechanism for building sustainable trust in a dynamic world. The case for mutuality should be obvious in the aftermath of the global economic crisis. The fates of business and the public are intimately connected. The fates of organizations are connected. All companies matter to one another. We all have a stake in the state of trust in our capitalist systema stake in public trust. Malfeasance by one company damages other rms. Businesses have a vested interest not only in maintaining their own ethical standards, but also in the ethical conduct of other businesses. We have a shared responsibility for the health of our economic system, for maintaining it, and for building trust in it through action. Trust emerges from behavior and interaction, if at all. Specically, it emerges from working together toward a goal based upon mutually shared values. One clear lesson from the global economic crisis is that, despite much well-worn rhetoric, Main Street, Wall Street, and Capitol Street all meet at the same intersection. This is true whether Main Street is in Gary, Indiana, or Mumbai, India. Business leaders need to become more active watchdogs of both their own sector and other business sectors. This means not only foregoing business practices that threaten an industry or the economy, but also helping to bring such practices into the light of public scrutiny where they can be brought to a quick end. Real change requires moral imagination, the ability to recognize problems and re-imagine our roles in ways that ll responsibility gaps. One way of understanding the crisis is to realize that people relied on the system and the market to a much greater extent than was warranted. What is required now is leadership that will foster mutuality, balance power, and develop effective trust safeguards.

Abo U t T H e T R U st PA N els
In 2007, the Business Roundtable Institute for Corporate Ethics and the Arthur W. Page Society convened a series of panel discussions, which included senior corporate executives; academic, consulting, and association thought leaders; representatives from investor, employee, and other stakeholder groups; NGOs; the media; and business organizations. Panelists were charged with taking the current pulse of public trust in business, exploring and rening new paradigms on the dynamics of trustwith the aim of providing practical guidance to corporations and regulatorsand testing breakthrough ideas and practices currently underway for creating and sustaining trust in business.
Co-Sponsors Arthur W. Page Society Business Roundtable Institute for Corporate Ethics

Co-Authors
Roger Bolton
Senior Counselor APCO Worldwide

R. Edward Freeman
Academic Director Business Roundtable Institute for Corporate Ethics Olsson Professor of Business Administration Darden School of Business, University of Virginia

Jared Harris
Assistant Professor of Business Administration Darden School of Business, University of Virginia

Brian Moriarty
Associate Director for Communications Business Roundtable Institute for Corporate Ethics

Laura Nash
Academic Advisor Business Roundtable Institute for Corporate Ethics

Michael Wing
Vice President, Strategic and Executive Communications IBM

Contributing Authors
Andrew C. Wicks
Academic Advisor Business Roundtable Institute for Corporate Ethics Professor of Business Administration Darden School of Business, University of Virginia

Dean Krehmeyer
Executive Director Business Roundtable Institute for Corporate Ethics
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Trust Panel Participants

Paul Argenti
Professor of Corporate Communications Tuck School of Business at Dartmouth College

Thomas Nicholson
Executive Director Arthur W. Page Society

Roger Bolton
Senior Counselor APCO Worldwide

W. D. (Bill) Nielsen
Public Relations and Corporate Communications Counsel Former Chief Communications Ofcer Johnson & Johnson

Harold Burson
Founder Chairman Burson-Marsteller

Steve Rochlin
Head of AccountAbility North America

Alice Eldridge
Vice President, Ethics & Business Conduct Lockheed-Martin

John W. (Jack) Rowe, M.D.

Former Chairman and Chief Executive Ofcer Aetna Professor Department of Health Policy and Management Mailman School of Public Health Columbia University

David Frishkorn
Former Director Business Ethics and Compliance Xerox, Corporation

Francesco Guerrera
U.S. Business Editor Financial Times

Kurt Schacht
Managing Director CFA Centre for Financial Market Integrity

Jared Harris
Assistant Professor of Business Administration Darden School of Business, University of Virginia

Johanna Schneider
Executive Director for External Relations Business Roundtable

Chris Hill
Vice President, Corporate Governance and Ethics, and Corporate Secretary Sprint Nextel Corporation

Harold Tinkler
Chief Ethics and Compliance Ofcer Deloitte, LLP

Jon Iwata
Senior Vice President, Marketing and Communications IBM

Frank Vogl
President Vogl Communications, Inc. Co-Founder Transparency International

Leah Johnson
Former Senior Vice President Global Corporate Affairs Citi

Sandra Waddock
Galligan Chair of Strategy Professor of Management Boston College

Linda Kelleher
Executive Vice President NIRI

Dean Krehmeyer
Executive Director Business Roundtable Institute for Corporate Ethics

Jeff Mahoney
General Counsel Council of Institutional Investors

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I N t R od U ct I o N
In 2007, the Business Roundtable Institute for Corporate Ethics (the Institute) and the Arthur W. Page Society convened a series of panel discussions as the rst stage in the Project on Public Trust in Businessan ongoing effort to engage other leading organizations in developing and implementing a long-term strategy to build and sustain public trust in business. The discussion groups included senior corporate executives; academic, consulting, and association thought leaders; representatives from investor, employee, and other stakeholder groups; non governmental organizations; the media; and business organizations. Panelists were charged with taking the current pulse of public trust in business; exploring and rening new paradigms on the dynamics of trust (with the aim of providing practical guidance to corporations and regulators); and testing breakthrough ideas and practices now underway for creating and sustaining trust in business. These discussions were facilitated by the Institutes Academic Advisors, R. Edward Freeman and Laura Nashexperienced and well-respected experts in the eld of business ethics. Panelists believed that the topic was as complex and elusive as it was important. There was general agreement that public trust in business is of critical concern to CEOs, government leaders, the media, business educators and, of course, the public. More difculty existed in pinning down the precise trust problem to address. Trust pervades the business system, takes many forms, has complicated dynamics, and is heavily tied to a specic contextnamely the situation and relationships between the trusting parties. As this report indicates, many panelists were concerned by the fact that current strategies and approaches to trust do not adequately connect to the ways trust operates in actual business situations in a world undergoing profound change. This gap undermines their ability to have signicant impact on public trust. Is the longstanding low level of public trust in business an unalterable force like gravity, or is it something we can change? Currently we lack an answer to this enormously important question. This knowledge gap causes particular anxiety for responsible leaders concerned with public trust and the value-creating potential of business. This potential is held in check in an environment where business is not trusted. In particular, there is angst over the general impact of violations of trust by a particular company. Reported malfeasance by one rm results in mistrust that can spread quickly to other rms, regardless of their innocence or guilt. Most panelists agreed that trust and mistrust can be irrationally contagiousand like it or not, all companies matter to each other in terms of public perceptions of business. Given the shortfalls of current knowledge on the dynamics of trust in twenty-rst century business, panelists issued a challenge: to identify new approaches to trust. These approaches must enable leaders to build trust actively in a manner that will mutually benet companies and their stakeholders. In what one panelist described as a tumultuous era in trust and escalating public expectations of corporations, some suggested that business should partner with other sectors on a venture to map the dynamics of public trust in business in order to change the dynamics that impact relationships between business and the public. This report is based on these panel discussions as well as leading academic scholarship in the area of trust, and a variety of survey data.8 Its creation began before the current global nancial crisis erupted in the Fall of 2008but the events of the past several months, if anything, reinforced the importance of the topic. The resulting report is not a comprehensive study of the broad issue of trust.

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We did not examine its psychological or interpersonal dimensions; its role in inter-rm relationships; or its impact on the operations and evolution of civil society at large. All of these dimensions arose in the panel discussions, and all warrant re-examination in the context of the fundamentally different global economy and society that are now emerging. But they are not our purview here. We aim to initiate a long-term dialogue on this broad and foundational topic, and we plan to do so by starting with a particular focus: the overall perception of public trust in businesswhy trust has been so elusive and what additional questions must be answered in order to make meaningful progress in increasing trust. We begin by dening what we mean by public trust in business. We then address the core dynamics and strategies that can help leaders build lasting trust in their own companies, their sectors, and in the business community at large. We indicate a number of emerging opportunities for leaders to create value. And we conclude with a proposal for further actions. This is not the rst foray into the topic of trust by either organization. Since its founding in 2004, the Institute has made trust the overarching theme of its work, which includes white papers, executive education programs and practitioner-focused research. In 2004, the Page Society published a book entitled Building Trust, which features essays from 23 of the nations leading CEOs on how they create, strengthen, and sustain trust. The CEOs explored in their essays how the policies and practices they use to build organizational trust relate to the Page Principles, a set of guidelines for corporate behavior that are based on concepts rst articulated by Arthur W. Page when he served as vice president of public relations for the American Telephone and Telegraph Company from 1927 to 1946. In 2007, the Page Society put forward a new model for how enterprises and institutions could dene their relationships and roles. Described in a white paper entitled The Authentic Enterprise, the model is based in part on new research on CEO perspectives toward large-scale changes that are rapidly shifting the business and social environment. These shifts are challenging corporations abilities to protect their brands and reputations.

The Page Societys model places trustmanaging it with new urgency and in new waysat the heart of its recommendations for how corporations need to respond to those challenges. The last of four specic calls to action in The Authentic Enterprise urges an enterprise to build and manage trust in all its dimensions. The Page Society believes that our new, joint report on public trustand the Project which it launchesare a complement to The Authentic Enterprise. Together, they aim to give businesses a better understanding of the dynamics of trust, as well as more tools they can use to build and maintain it.

THE PAGE PRINCIPLES

Arthur W. Page practiced seven principles of public relations management as a means of implementing his philosophy. Tell the truth. Let the public know whats happening and provide an accurate picture of the companys character, ideals, and practices. Prove it with action. Public perception of an organization is determined 90 percent by what it does and 10 percent by what it says. Listen to the customer. To serve the company well, understand what the public wants and needs. Keep top decision makers and other employees informed about public reaction to company products, policies and practices. Manage for tomorrow. Anticipate public reaction and eliminate practices that create difculties. Generate goodwill. Conduct public relations as if the whole company depends on it. Corporate relations is a management function. No corporate strategy should be implemented without considering its impact on the public. The public relations professional is a policymaker capable of handling a wide range of corporate communications activities. Realize a companys true character is expressed by its people. The strongest opinions good or bad about a company are shaped by the words and deeds of its employees. As a result, every employee active or retired is involved with public relations. It is the responsibility of corporate communications to support each employees capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public ofcials. Remain calm, patient and good-humored. Lay the groundwork for public relations miracles with consistent and reasoned attention to information and contacts. This may be difcult with todays contentious 24-hour news cycles and endless number of watchdog organizations. But when a crisis arises, remember, cool heads communicate best.

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I . C u r re n t A p p ro a c h e s t o t h e Tr u s t Pro b l e m : A s s e s s i n g M e a s u re m e n t s a n d Re f o r m E ff o rt s

Trust Matters to Business

A person placing an order in a restaurant expects to enjoy the meal as described on the menu and not to be poisoned. There is a risk, however, that the diners expectations will not be met that the food will not be properly prepared, that the entre will consist of subpar ingredients, or that the service will be poor. Similarly, the restaurant owner expects to make a prot when the customer pays the amount listed on the menu for the items ordered and the waiter expects to receive a tip. In the process of the transaction, however, the owner and waiter risk the possibility that customers may attempt to eat without paying or tipping.9 As social scientist Francis Fukuyama notes, the fact that most customers pay their restaurant bills or cab fares without even considering the alternative indicates that a certain basic level of honesty, practiced as a matter of habit rather than rational calculation, is fairly widespread throughout society.10

tion around the endeavor. As Fukuyama explains, large rms have their origins in the fact that it is very costly to contract out for goods and services with people one does not know well or trust, hence rms found it more economical to bring outside contractors into their own organization.13 The reality of globalization and the digital network revolution have, among many other kinds of impact, led to the emergence of global sourcing trendswhere it is often more efcient to rely on external contractors. This is shifting both the economic and social dynamics of trust. Even before these macro-shifts there was an enormous amount of evidence indicating that trust positively impacts business success in a number of critical areas, such as employee performance, customer retention, and innovation.14

Trust plays a key role in bringing individuals together to create value that no one person could create on her own.

Trust matters to business. Trust, or the expectation that arises within a community of regular, honest, and cooperative behavior, based on commonly shared norms, is what enables economic efciency and prosperity on both the scale of a small, family-owned restaurant and the macroeconomic scale of the free market. 11 As Nobel Laureate economist Kenneth Arrow puts it:

Trust within rms impacts employee performance. For example, one study attempting to explain a 13 percent discrepancy in the protability of the hotels in its sample found that trust in the senior manager was a major factor in determining employee performance and sales.15 Trust among rms impacts customer acquisition and retention. A study of the buying decisions of 200 purchasing managers conrmed that rm trust is one of the basic criteria that a company must meet for a customer to even consider it as a possible supplier. This same study also indicated that both trust of the supplier rm and trust of the salesperson have a signicant impact on whether or not the rm is able to retain its current customers.16 Trust among the business units of large rms impacts innovation. A study conducted among the business units of a large multinational electronics company showed that trust among particular units led to greater resource exchange and combinationi.e., sharing of information or product ideas; use of another units products and services; or undertaking joint projects. In turn, this higher level of resource exchange created additional value for the rm through a signicant, positive effect on product innovations.17
Trust impacts employee performance, customer satisfaction, and innovationall of which are widely recognized as signicant factors for business success.

Trust is an important lubricant of a social system. It is extremely efcient; it saves a lot of trouble to have a fair degree of reliance upon other peoples word Trust and similar values, loyalty or truth-telling, are examples of what economists would call externalities. They are goods; they are commodities; they have real practical economic value; they increase the efciency in the system, enable you to produce more goods or more of whatever values you hold in high esteem. But they are not commodities for which trade on the open market is technically possible or even meaningful.12
Trust increases efciency. Without it, things would take far longer and costs would be greater because parties would hesitate to make themselves vulnerable in business transactions. Trust plays a key role in bringing individuals together to create value that no one person could create on her own. Trust acts as a social force to inuence organizations that create value, including todays global corporations. This is becoming increasingly important as the worlds economy shifts from integration around the rm to integra-

Summary of Key Survey Findings

While the levels of trust in businesse.g., trust within rms, trust among rms, and societal level trustare interrelated, the concern of this report is the general publics trust in business. Public trust in business, as we are using it here, roughly describes the level and type of vulnerability that the public is willing to assume with regard to business relations. It is a critical ingredient for social cooperation and market efciency and a cause for deep concern when it is absent or threatened.

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Top Five CEO responses to the most important corporate ethics issue facing business
18%

Regaining the Public Trust

company does this kind of thing [i.e., fraud], but only a few more will get caught.22 In another poll from 2002, 79 percent of the general public said improper actions among top executives are very or somewhat widespread.23 Trustand mistrustcan be irrationally contagious. Firms and sectors not implicated in reports of business scandals are trusted no more than the culprits whose unethical conduct caused the initial reports. This can lead to a vicious cycle where single cases can be interpreted in ways that reinforce beliefs in a general trend, which may not actually exist.

Effective company management in the context of todays investor expectations Ensuring the integrity of nancial reporting Ethical role-modeling of senior management

15%

11%

11%

Fairness of executive compensation

9% 5% 10% 15% 20%

FIGURE 1 Top Five CEO Responses

CEOs responding to the Institutes 2004 survey, Mapping the Terrain: Issues that Connect Business and Ethics, recognized the critical importance of public trust, identifying it as the most important and overarching ethics issue facing business. Not only did CEOs identify regaining the public trust as the single most important corporate ethics issue facing business, as Figure 1 demonstrates, but each of the top ve issues cited in response to this open-ended question is strongly related to public trust.18 This survey was administered in the wake of the Enron era scandals and the resulting Sarbanes-Oxley Act, which President Bush described as the most far-reaching reforms of American business practices since Franklin Roosevelt was President.19 At the time of the initial Mapping the Terrain survey, many indicators suggested the level of perceived public vulnerability was too high, and a number of corrective actions were proposed to redress the balance, some voluntary and others mandated by Congress.20 The Sarbanes-Oxley Act was, among other things, considered by some to be a declaration on the state of public distrust in business with the clear intent of restoring public condence. Mounting evidence seemed to indicate that business either had lost or was in danger of losing the publics trust. This matters because it is the public that ultimately grants business its right to operate. Through the medium of representative government, the public determines the rules of the gamewhich types of activities are allowed, which are regulated, and which are deemed illegal. As Arthur W. Page said, All business in a democratic society begins with public permission and exists by public approval.21 In the minds of manyincluding the vast majority of executivesthe major business scandals of recent years were primarily the result of greed. There were, however, varying opinions on whether these instances of malfeasance were the result of a few bad apples or a rotten barrel. A survey from July 2002one year after the Enron scandal began to unfold and the same month Sarbanes-Oxley was signed into law reported that 46 percent of the general public believed every

This kind of negative contagion effect, in which all businesses are associated with the scandals of a few, was widely experienced amongst our panelists. This is not surprising, given the attention the scandals garnered. In the wake of the Enron and WorldCom scandals, many news organizations assigned reporters to a new business ethics beat. Many have concluded that the American public has entered a new era of distrust, and a signicant amount of blame for the scandals has fallen upon various gatekeeper organizations.

Business and Society: A Continuing Debate

For more than a century, government has stepped in to protect the public interest by regulating corporate activity in response to a perceived imbalance of power between corporations and the public. During the administration of Theodore Roosevelt, the government sought to break up Standard Oil, U.S. Steel, railroads, tobacco, banks, and other industries thought to be monopolistic. Andrew Carnegie, the Rockefellers, and others from the Robber Baron era became generous philanthropists, but anti-trust legislation (Sherman and Clayton Acts) was adopted and numerous new regulatory agencies were established (Interstate Commerce Commission, Food & Drug Administration, Federal Reserve Bank, etc.). During the Great Depression, Franklin Roosevelts New Deal focused rst on nancial services. The Securities Acts of 1933 and 1934 created the Securities & Exchange Commission, which regulated corporations, stock exchanges, and brokerage rms. Other New Deal agencies regulated other major industries, including aviation, electric and gas utilities, communications, mining, shing, and labor practices. In the 1960s, Congress enacted equal opportunity employment legislation for minorities and women and created the Environmental Protection Agency (EPA) and the Occupational Safety and Health Administration (OSHA). In 1973, Congress created the Consumer Product Safety Commission, which revolutionized consumer product labelingand even the language contained in life and casualty insurance policies and bank loan agreements. During these same hundred years there was an ongoing debate about the role and responsibility of business. In 1889, Andrew

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Carnegie argued in The Gospel of Wealth 24 that government ought not to interfere in private commerce, but that the wealthy should give their money to philanthropic causes. In 1931, the Harvard Law Review 25 carried a debate between two law professors in which Adolph Berle argued that corporations were accountable only to shareholders, while Merrick Dodd made the case that companies should take into account the interests of other stakeholders. In 1960, David Packard denied that a company exists simply to make money and asserted that it should make a contribution to society.26 But in 1970, Milton Friedman wrote in The Social Responsibility of Business is to Increase Its Prots27 that a rms duty is to its shareholders. In 1984, R. Edward Freeman (one of the co-authors of this report) articulated stakeholder theory, which holds that managers ought to have a sense of the value the rm creates and to ask what responsibility management has to stakeholders.28 Throughout this period, as government regulation increased and the responsibility of business was debated, an informal social contract emerged between business and the public. This societal model held that both the operations and outcomes of business, government, and civil society at large had become too complex and interconnectedand later too globalfor the regulatory regimes and institutions of the nineteenth century (much less the Invisible Hand) to manage. New rules of the road were needed. While acknowledging that under this twentieth century model, the primary objective of a business was to be protable, it was seen to gain and maintain that status by adhering to certain standards: producing and marketing quality products and services at reasonable prices, providing steady employment in a healthy and safe environment, supporting community institutions, and generally acting as a responsible corporate citizen. The general understanding was that if the corporation acted in this manner, it would earn a reasonable return for its shareowners. This twentieth century consensus was challenged and began to erode in the late 1980s. Part of the pressure came from the emergence of a far more open and competitive global economy. Some came from the lower barriers to entry caused by the Internet. And some of it came from new ways of working and organizing, which were made possible by integrating technology far deeper into the fabric of work and life. Together, they led to simultaneous shifts in the business environment. These were manifest in everything from layoffs related to outsourcing and distributed supply chains, to the predominance of nancial capital over production capital. The Wall Street-driven focus on quarterly protability reports also created competition for management talent that produced signicant increases in CEO pay. Set beside layoffs and corporate benet downsizing, this created a perception that the deck was stacked in favor of the powerful. In brief, a revolution in business and technology was underway, and the global nancial markets chased its upside. Among the effects of this trend was a rapid increase in corporate buyouts. The corporate raiders of the era argued that the overriding objective of corporations was maximizing

shareowner equity. Leveraged buyout rms gave short shrift to the idea of a social contract and contributed to a public perception that businesses believe that greed is good, as expressed by the ctional, but all-too-real character of Gordon Gecko in the hit 1987 movie Wall Street. In 2006, the Business Roundtable Institute for Corporate Ethics and the CFA Institute decried the obsession with short-term results that destroys long-term value and decreases market returns,29 and following the global nancial crisis of 2008-2009, former General Electric CEO Jack Welch told the Financial Times, On the face of it, shareholder value is the dumbest idea in the world. Shareholder value is a result, not a strategy . . . Your main constituencies are your employees, your customers and your products.30

Legislative/Compliance Responses
Some believe the problem of public mistrust in business can be solved with tighter regulation to redress the trust imbalance. Our panelists feel this is too limited a view. Enron, WorldCom, and other corporate failures in the early years of the new Millennium added to the perception that corporations were driven more by greed than by serving the public interest. The Sarbanes-Oxley Act of 2002, which followed these scandals, required chief executive ofcers and chief nancial ofcers to certify nancial reports. It also required rms to comply with stricter internal controls and develop greater board independence. These measures have produced some notable positive effects. Executive certication appears to have increased the legitimacy of nancial reports. The number of rms reporting material weaknesses in internal controls has decreased by 4 percent. And in 2007, 90 percent of Business Roundtable companies reported their boards were at least 80 percent independent.31 The new law forced companies to take actions that would have been difcult to take on their own but have often proved benecial. Companies have taken credit for their compliance and received good marks as a result. Despite these positive and important changes brought about by Sarbanes-Oxley, measures of public trust in business have not improved noticeably since its implementation. For example, a 2005 World Economic Forum survey indicated that trust numbers in companies dropped sharply within 2004. According to this study, public trust decreased for both large national companies and global rms, with the latter at an all-time low.32 One might argue that this survey came too early to reect the Acts impactbut the picture was largely the same in 2007. In the Better Business Bureau/Gallup Trust in Business Index, 18 percent of respondents reported that their trust in the companies with whom they regularly conduct business had decreased in the last year.33 Indeed, academic research suggests that the law of unintended consequences may be at work. Gatekeeping measures may actually have contributed to declines in public trust in business. These studies have found that innocent employees who are subjected to additional compulsory oversight measures often become less committed to internal standards of honesty and

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integrity in the workplace.34 In other words, additional oversight may unintentionally shift attention away from key stakeholder relationships that can build trust. Additional oversight communicates an environment of distrustboth to employees who resent it and those who come to rely on it. It sends the message that they are not personally responsible for maintaining standards.35

Trust in Business Executives

100 90 80 70 60 50 40 30
% Very High High

Increasing oversight can actually result in lower trust among those subjected to 20 increased scrutiny and among the individuals 10 exercising the oversight. Studies have shown 0 that increasing surveillance sometimes decreases trust in those who are monitoring the behavior of others.36 A study of ight attendants working for a major airline found that oversight policies designed to ensure high levels of customer service caused ight attendants to fear and distrust the passengers they were servingeven suspecting that some customers were undercover managers monitoring their performance.37
1976 1981

1985

1990

1992

1994

1996

1998

2000

2002

2003

2005

2006

2007

FIGURE 2 Trust in Business Executives39

Certainly, some regulation is necessary, especially where it mandates important behaviors that would be difcult or impossible for any company to undertake on its own. To some extent, that may contribute to trust in business. At a minimum, the business regulation of the past 100 years has created a system of norms within which market participants can function with sufcient levels of condenceespecially in times of social turbulence. But regulation is not a silver bullet solution. Oversight can, in some cases, simply reinforce distrustor even encourage us to forgo the difcult work of forging mutuality at the deep levels of values.

The panel agreed that formal ethics programs can be extremely positive in embedding ethics into the cultures of individual rms, but also it felt that this is an incomplete approach. We know from the results of similar past attempts that these initiatives have mixed results and are unlikely on their own to dramatically alter perceptions of business or even corporate behavior so as to increase the level of public trust. Other research conrms this view. Despite a visible increase in formal attention to ethical issues throughout the corporation from the boardroom to the mailroomthere has been little change in the state of public trust in business. Many surveys show low and stable numbers with regard to public trust in business before and after the Enron era scandals and before and after Sarbanes-Oxley. In 2004, the Pew Research Center reported that recent corporate scandals have had a minimal impact on public opinion.40 Likewise, the USA Today/Gallup poll, which measures public trust in a variety of professions, shows a relatively at trend in the level of trust that the public has in business executives over its 32-year period (1976 -2008). From 1976 to 2006 both the average and the mean for individuals reporting a very high or high amount of trust in business executives is 20 percent.41 While this indicates a low level of trust for three decades, recent trends are troubling. There is evidence of an Enron dip in 2002 which was followed by a slight recovery before continuing a further downward trend, with trust levels reaching an all-time low with the current economic crisis. This seeming inability to move the dial on public trust in business can be perplexing for organizations and executives who prioritize ethics and are motivated by creating value for their stakeholders. For example, as the Pricewaterhouse Coopers Health Research Institute stated in a 2007 report on trust in the pharmaceutical industry, It continues to be difcult to understand why an industry whose mission is to save lives and improve the health of our communities should be held in such low public esteem.42
17

Business Reactions
Like some regulators, a number of managers have tended to adopt a linear, mechanical approach to the issue of public trust. Many executives concerned with the current state of low public trust in business seem inclined to address it largely as a repair issue. If you put in X number of reforms, out will come the gold star of public approval. Not surprisingly, this type of corporate reform effort closely mirrors that of legislatorsexcept that the gatekeeping measures are internal to organizations. Both are driven by a recognition that the current environment is predisposed toward further regulation of business. As one panelist remarked, Issues seem to rise up like that game, Whack-A-Molewhere we feel the need to respond to the issue of the day in order to stop further regulation. Larry D. Thompsons warning about the limits of regulation and compliance mechanismsRegulations expand with each ensuing scandal to encompass every possible abuse except for the next oneapplies to internal company efforts as well as to legislative ones.38

2008

The fact that the public gives pharmaceutical companies scant credit for the concrete value they are providing society in terms of health benets can cause some executives to wonder if they are simply in a no-win situation with respect to public perceptionsperceptions, accurate or inaccurate, have the effect of reality.43 Instead of viewing low levels of public trust as evidence of a capricious public or a no-win-situation, however, the Trust Panel noted that not every attempt by companies to build trust hits a brick wall of public skepticism. There is evidence that a number of companies are effectively building trust among key stakeholders and publics. For example, in a recent edition of the Harris Interactive Reputation QuotientTM (RQ) survey, ve companiesGoogle, Johnson & Johnson, Intel Corporation, General Mills and Kraft Foods, Inc.all received scores of 80 or higher, reecting an excellent reputation. The Reputation QuotientTM is based on a comprehensive instrument that rates a companys reputation on 20 attributes (each measured on a 7-point scale) that fall into six key dimensions: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance. All of the rms receiving an excellent rating scored among the top ve of all rms in at least two of the areasevidence that they are successfully building trust with multiple stakeholders.44 Indeed, the new Millennium is witnessing growing commitment to corporate social responsibility. In signicant measure, this has been spurred by the rise of new, non-governmental advocacy organizations, themselves shaped by globalization and enabled by the digital networking revolution. These NGOs are generating new demands for transparency and corporate responsibility. Some companies are choosing to engage these emerging stakeholders, seeing the advocacy not as a threat but as an opportunity to build an authentic, enterprise-wide commitment to strong values and to society. The Edelman Trust Barometer, which surveys global opinion elitesindividuals who are college-educated; report a household income in the top quartile of their country; and report a signicant interest in and engagement with the media, business news, and policy affairsshows similar results to the Reputation QuotientTM, which surveys members of the general public, despite the different demographic of its survey populations. The 2008 version of the EdelmanTrust Barometer asked respondents how much they trusted a range of companies to do what is right. A handful of companiesincluding UPS, Sony, and Johnson & Johnsonreceived a strong positive response from more than 75 percent of survey respondents.45 However, the 2009 Edelman Trust Barometerbased on interviews conducted from November 5December 14, 2008 showed how quickly trust in business has faded in the face of the global economic crisis, with 62 percent of respondents worldwide, and 77 percent or respondents in the U.S. reporting that they trust corporations less now than they did a year ago.46 Among U.S. opinion elites, those trusting in business to do whats right fell from 58 percent to 38 percent in one year.
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Writing in the Financial Times on the 2009 survey results, Richard Edelman, the President and CEO of the rm that conducts the Trust Barometer, chronicled how quickly these previous advances in trust in business crumbled: By a 3:1 ratio, respondents want tougher regulation of business. At the same time, two-thirds think business should partner with government to solve global issues like the credit crisis and energy costs. Yet to play the meaningful role it must in shaping the new world, business will have to make the case that it can be trusted and have that case believed. At the moment, this appears a daunting task.47 The most recent Edelman ndingsalong with the decline in public trust in business among non-elitesdemonstrate the inherent difculty in attempting to engineer an upward trend in public trust and suggest the need for a new approach. Before moving forward it is helpful to identify some limiting paradigms and their negative impact on public trust in business.

Changing Limiting Paradigms: What Leaders Knowand Dont Knowabout Trust

As our panels noted, it has been clearly demonstrated that making prots and creating value for stakeholders and communities are not inherently in conict. Numerous research studies have shown the companies that engage social concerns in their strategies are often among the most protable rms.48 Being socially responsible is not about offsetting negative impacts such as planting trees because you pollutebut about taking actions that both create value for stakeholders and are good for business. Business, dened in this manner, is a moral enterprise. Dealing with business and social issues as if they are separate endorses the archaic and destructive idea that business activity is either inherently unethical or, at best, morally neutral. To be sure, there are well-developed schools of thought that hold this view. They tend to be found at either end of the political spectrum. But, for many, this dichotomy is becoming increasingly irrelevant, an artifact of earlier eras of industrial capitalism. With greater frequency, leaders, workers, and citizens alike are concluding that the responsibility for outcomes of all kinds economic, societal, and environmentalmust be shared and collaborative. The old division of labor among the traditional estates is ill-suited to the reality of a globally integrating, networked, and real-time rm, marketplace, and society. The deeper challenge for leaders, therefore, is to promote a way of doing business that integrates considerations of business, ethics, and society. For example, if a company is creating value for all of its stakeholderscustomers, suppliers, employees, communities, and shareholdersasking the additional question of whether or not the rm is socially responsible simply makes no sense because working together to create value that none of us could create on our own is the social purpose of business. When this central purpose is not broadly internalized by the people who constitute a businessto the extent that it becomes embedded in how they make decisionsit can lead to additional external rules being imposed. As Francis Fukuyama

notes, there is usually an inverse relationship between rules and trust and past a certain point, the proliferation of rules to regulate wider and wider sets of social relationships becomes not the hallmark of efciency but a sign of social dysfunction.49 Trust can help remove barriers to value creation. As barriers to value creation are removed, this leads to further innovation that protects the rm against what many business executives recognize as the single greatest business riskan inability to differentiate the company from its competitors.

16% Risk to their Company Stakeholder Concerns 20% 64% Opportunity to Address Social Maladies

As one panelist noted, people get excited about changing the industrythey want to know what the next big thing will be. One prominent case where such an approach has paid both tangible and intangible dividends is AppleFortune Magazines 2008 Most Admired Companywhose CEO Steve Jobs famously convinced leading executives from other companies to join his rm by asking them: Do you want a chance to change the world?50 While many leaders seem to recognize the importance of interpersonal and interrm trust, many do not currently know the extent to which public trust in business impacts both their company and their sector, and they miss the tremendous valuecreating opportunities available to those who embed broader social issues into their strategy. Leading a large company while keeping abreast of social issues that engage the broader public is a challenging endeavor. A recent study by McKinsey shows that six out of ten executives believe that the public expects companies to take just as much responsibility as governments for handling social issues. The same study, however, reports there are signicant gaps between consumers and corporate leaders with regard to 1) the social issues that are of greatest importance and 2) the actions that a large rm could take to improve the publics image of the rm.51 The McKinsey authors suggest that failing to meet generally expected social responsibilities explains why only 40 percent of American consumers say they trust large global corporations to act in societys best interest all, most, or even some of the timeand why many managers tend to view social political trends as risks rather than opportunities.52 A research initiative by the European Academy of Business in Society conrms the prevalence of this managerial perspective with regard to social responsibility. Of the 210 senior managers from 19 multinational corporations who participated in this study, 64 percent view social responsibility primarily in terms of risks to their company; 20 percent view it primarily in terms of stakeholder concerns; and only 16 percent view social responsibility in terms of opportunity to address social maladies.53 A partial explanation for this disconnect is that executives

FIGURE 3 How Managers View Social Responsibility54

neither fully understand why public trust is relevant to their companies, nor how to create and sustain it. In particular, panelists expressed frustration that the language and models we use to describe and understand public trust fail to provide leaders with effective, actionable information. As one panelist explained, No one ever talks about public trust in the boardroomwe talk about customer loyalty and the Fortune 500 survey of the Most Admired Companiesthings that seem more closely related to our company. Panelists, meeting prior to the onset of the global economic crisis, noted a similar lack of concern about public trust among the investment community as the Enron-era business scandals became more remote. The markets dont care right now, one panelist said. They only care about trust when there is an Enron. This statement has proved to be prescient in the context of the global economic crises and in light of questionable practices by some rms operating in the nancial services sector. The crisis has led national governments around the globe to intervene in nancial markets on an unprecedented scale in the name of restoring investor condence and public trust, which are widely recognized as vital to economic recovery. These current and ongoing actions highlight the fact that there are important groups to whom public trust always matters deeplynamely, government ofcials, regulators, and legislators who can change the environment in which business operates. As in the past, a new wave of regulation can be expected. But the pressing question remainsto what extent will these regulatory changes improve public trust in business and what else needs to be done? While public trust surveys may seem to be distant from the daily decisions of individual companies, the numbers these surveys report are troubling. They send a strong signal that businesss social relationships are in need of repair, much as an elevated body temperature signals a physical illness. Current public trust metrics, however, are frustrating to concerned leaders because,
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in themselves, they do not identify either the specic ailment or the proper remedy. Furthermore, the mere repetition of low trust numbers can contribute to a self-perpetuating cycle that views business as morally questionable. Additional analysis identifying the correct secondary symptomsis required to avoid a misdiagnosis and identify corrective actions likely to be effective.

Public Trust in Business Matters to All Companies

Panelists asserted that trust associated with personal experience with very specic companies is more enduring than vague public sentiments of disfavor towards business. Studies such as the Reputation QuotientTMfrom Harris Interactive and the Reputation Instituteand the Edelman Trust Barometer show that trust in certain leading companies remains extremely high. The same is true for individual sectors such as technology. One of the questions posed by the Edelman Trust Barometer was: How much do you trust that company or organization to do what is right? Companies that received a strong positive response include UPS at 89 percent, Sony at 78 percent, Johnson & Johnson at 77 percent, and Coca-Cola at 69 percent.55 On one hand, it appears that business is hopelessly mired in endemic low public trust; on the other hand, trust in certain leading companies is strong. This can lead executives to believe that they need only concern themselves with public trust in their rms and not with public trust in business. While companies with high trust are likely doing things that other rms are not, the truth is that distrust in business puts all companies at risk. As one panelist suggested, it is entirely possible that a rm that is trusted by all of its stakeholders might not be trusted by the general public. Reputation and other metrics do not explain this phenomenon, because they do not account for the impact of public trust in business. Research from the eld of political science has found that while personal contact is indeed an important source of trust [in an individual Congressperson] equally important are the attitudes that voters harbor toward the political system and its component institutions.56 This is true, whether or not voter attitudes are an accurate reection of reality. If the dynamics of trust in business are analogous to those in politics, then the CEOs in the Institutes 2004 Mapping the Terrain survey were correct to believe that public trust in business matters deeply to their companies. Perhaps, as multiple panelists suggested, the underlying importance of public trust in business is more evident in the context of scandals than under more normal circumstances. One way of highlighting this is to ask the question, Who paid for the Enron-era scandals? The short answer is all companies and their investors paid by having to comply with Section 404 of the Sarbanes-Oxley legislationto the tune of $35 billion, according to one recent estimate. Another study puts the annual cost of business compliance with governmental regulations at $1.1 trillionmore than 10 percent of the GDP.57 This does not account for additional reputational costs.
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Clearly, all businesses matter to one another. This also indicates that the way business leaders react to malfeasance at other rms may be of critical importance to public trust in businessand in turn, in their rms and sectors. As Irving Kristol suggested more than 30 years ago, if the business community remains silent during corporate scandals, this speaks far more eloquently to the American people than the most elaborate public relations campaign And it conveys precisely the wrong message.58
Our panelists suggested that distrust of business is deeply embedded in society and that we need to have a better understanding of why this is the case. If public trust in business impacts other areas of trusti.e., trust in organizations, mediating institutions, and individualsthen issues that inuence or heighten concerns about public trust in business (such as scandals) may in fact have an outsized, across-the-board, effect (positive or negative) with important implications even for companies with no direct connection to the issue in question. In particular, managers may lack constructive answers to the following critical questions:

1. How does public trust in business impact my rm and/ or my sector? 2. Which trust congurations matter most to my rm and/ or my sector? 3. How does public trust in business impact how regulators think about business? 4. What drivers are most likely to affect trust in my company with respect to various stakeholders? 5. What impact do mediating institutions have on trust in my company and on public trust in business? 6. What role can my sector play in positively impacting key areas of trust? What role can business associations play in changing public perceptions? 7. What business outcomes are connected to various types of trust or distrust and to the actions of mediating institutions? 8. How should I measure and assess/benchmark trust with respect to my rm and sector? What trust goals should my company and sector set for the next ve years? 9. What are the systemic risks of low public trust in business and related institutions? There is a clear and critical need to develop a new paradigm that will provide business leaders, legislators, regulators, and other mediators with information that is actionable for moving public trust in business in a positive direction. The remainder of this report describes this new paradigm, identies the three core dynamics of trust, offers preliminary recommendations for building trust, and indicates how further research can help to implement these changes.

 II. Reconstructing the Managerial ParadigmNew Approaches to Public Trust

What do people mean by public trust? Again, most current surveys offer limited insightthey do not tell us whether participants are responding from a perspective of employees, customers, shareholders, or citizens. They often do not indicate what dimension of trust is being assessede.g., honesty, competence, condentiality, delity, etc. There is built-in confusion with any broad-brush measurement of public trust in business because there are multiple publics, trust can be a paradoxical dynamic in balancing vulnerability and mandated guarantees of behavior, and respondents many have very different ideas regarding what is meant by the term business. In the Trust Panel discussions, three major issues demanding new thinking were identied: viewing public trust as a monolith, treating the contagion effect as unmanageable, and relating trust to value creation. Public trust is not a monolith. The common approach to public trust, as if it were an indivisible aggregate concept, gives rise not only to the notion that it is too abstract to be actionable, but also, ironically, to the false hope that business can obtain uniform, across-the-board improvements. There is no one public, but rather many publics. Public trust is not a single baseline; it is a dynamic process subject to feedback mechanisms that constantly shift under changing conditions and players. It must be measured and approached in a way that reects these dynamics. Contagion does not mean terminal disease. As widely noted anecdotally, the contagion effect tends to be viewed with a certain degree of helplessness, based on the assumption that it is one of those unfair and irrational facts of corporate life. To the degree that it is driven by the behavior of other business people, it is perceived as being beyond corporate control, except through legislation and censure.

Although one trigger of mistrust might have a hundred times the power of one trigger of trustworthiness, interpreting the contagion effect as simply an irrational or mean spirited phenomenon is a non-starter that arrests progress. Building a knowledge base on the dynamics of trust creation and dissolution will enable leaders to accurately assess the drivers of particular behaviors or relationships with various publics, recognize potential opportunities and threats, and balance interests and responsibilities accordingly. Trust creation is a business asset that emerges from behavior specically, from creating value in circumstances where power imbalances are endemic. Panelists concluded that trust creation is an exercise in mutual value creation among parties who are unequal with respect to power, resources, and knowledge. A core condition for building public trust appears to be the creation of real value for all interested partiesbusinesses and publics alike. A consensus developed that a clearer understanding of the forces shaping public trust and the limits of current approaches can put a helpful close on certain non-productive strategies. A fresh approach presents real opportunities for game-changing solutions. But rst we must rene and more clearly dene what we mean by public trust, as well as develop new ways to measure the dynamic relationships involved. Public trust, like other forms of trust, is at minimum a threepart relationship that has to do with expectations of future behavior. A trusts B to do Cor, for example, the public trusts business (or a company) to produce useful, safe, and reliable goods and services.59 Trust relationships quickly become more complex when we consider the additional roles of the social context of business and mediating institutions: A trusts B to do C in context D

Examples of Trust Relationships

A person trusts a company to produce a quality digital music player in the context of a competitive market because peers have raved about this product. A citizen trusts the local chemical plant to be environmentally friendly in a context where the rm has established a strong partnership with a leading environmental NGO and local government ofcials, and where the rm regularly and transparently reports its emissions, waste disposal policies, sustainability strategy, etc. because she believes that safety, community, citizenship, and respect for the environment are core values that are embedded in this companys culture and strategyand because there are legal mandates in place to enforce these principles. An investor trusts a research analyst to produce unbiased, accurate reports in a context where a company provides focused, quarterly earnings guidance to analysts, but not more detailed information on company value drivers that would allow for greater differentiation of analyst research because she believes her nancial analyst is competent and has her clients best interests at heart and because the analysts rm has a reputation for delivering strong returns.
tabLE 1. Trust Relationships 21

because of E. Table 1 gives some concrete examples that illustrate the complexity of these relationships. Many participants expressed the view that the complexity of trust situations has increased in recent years in the new reality brought about by advances in communications technology and globalization. These changeswhere individuals can now easily create channels to voice their opinions on an organizationmake it clear that understanding trust as monolithic or unidirectional is no longer feasible or helpful.
Effective Forms:

Mutuality
Based on authentically shared values and interests. Create value for multiple stakeholders. Scandals. Actions that appear opposed to stated values (lack of perceived integrity or authenticity). Repeatedly trading off the interests of one stakeholder group for those of another. New players in the relationship with highly contrasting culture.

Trust Breakers:

Reported Progress: Business and public share many values. The complexity of these trust dynamics, as Attention is being given to broader social issues. many panelists indicated, can become overSome leaders see business as a stakeholder in social issues. whelming. One panelist noted, Trust is like an airplane. Its an end product, but many things go into it. Because of the various tabLE 2. Mutuality levels and dimensions of trust, these leaders The rules of the road need to reect the different modes in believe it is necessary to clarify the dynamics which people travelwalking, bicycling, drivingand the of trust in a way that can help leaders make good choices. By safety concerns associated with each. Pedestrians are given the listening closely to our panelists and reviewing the current right of way over motor vehicles to help equalize the imbalance literature in the eld, we were able to develop a more actionin the respective powers of pedestrians and automobiles to do oriented framework, based on three core dynamics of trust. harm and to protect persons from harm in the case of collisions.

The Three Core Dynamics of TrustPutting the Paradigm into Action

Mutuality
Mutuality is the state of affairs where multiple parties seek to pursue courses of action deemed to be of shared benet, as noted in Table 2. There are many forms of mutuality. Shared values, interests, and authentic dialogue were identied by panelists as the three key forms of mutuality most relevant to building public trust in business. One of the most adaptive models we have for understanding mutuality of relationships is the stakeholder model, which is a way of identifying all of the groups needed to achieve business interests. A stakeholder is any person or group that has a stake in the activities that make up a businesse.g., shareowners, employees, customers, managers, and the communities where a rm operates. Business is a cooperative enterprise, a product of various players who have stakes in the outcomean outcome that no one could create on his or her own. The heart of business relationshipsrepresented in the two innermost circles in Figure 4is a value-creating deal among the core stakeholders. As panelists noted, the values and interests of business are not inherently at odds with those of society. By engaging social and political values and trends, many companies create value every day for multiple stakeholders, including investors. For many rms, social engagement is normative and strategicpublic interests are embedded into business activity as integral elements of the rms core purpose and strategy. When there is a sense, however, that values are not truly sharedi.e., that public interests and values are embedded in business primarily via compulsionit often results in the phenomenon of contagion. Contagion occurs when aberrant,

The three core trust dynamics identied by the panels and supported by research are mutuality, balance of power, and trust safeguards. Together they can foster voluntary vulnerability in the context of power imbalances. For corporations to help restore public trust in businessand to capitalize on the opportunities such increased trust would createthey will have to do three things. They must identify values and interests that can serve as a foundation for mutuality. They must assess and balance the power and vulnerability of each party. And they must establish minimal safeguards against bad actors to protect those willing to make themselves vulnerable. The three core dynamics of trust operate most effectively when they work together like gears in a machine. They are not, however, of equal value for building trust. If we imagine trust as a circle, mutuality is the center; balance of power is the circle outside of that; and trust safeguards occupy the outer most boundary. Mutuality is the central dynamic because it is the most effective, adaptive, and lasting of the three. If the public believes that its interests and businesss interests are in harmony, it is easy to see that the public would trust business to act in its interest. Even when mutuality clearly exists, however, balances of power and trust safeguards are still necessary. For example, general accord about the value of safe and fast travel is, in itself, insufcient for creating safe roadways with steady trafc ows. Intersections need stoplights or trafc ofcers (trust safeguards).
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exceptionally bad behavior (e.g., the Enron era scandals) is assumed to be the rule in business. As one panelist explained, the publics perception of business during the Enron period was not that there were a few bad apples, but rather vast orchards of bad apples whose desire for personal prot overrode all other interests. Actions speak louder than words, according to one panelist. If the public believes that an organizations rst priority is always prot maximization, it will be difcult, if not impossible, to build public trust. This axiom about public perceptions is operative whether or not the perception accurately reects the reality of business practice. As a means of better understanding how people understand the term public trust, the Institute conducted a month-long, informal survey of U.S. news publications to see how the phrase was being used in public forums. The nonscientic results provide valuable insight that is relevant to business. In particular, most people who mentioned public trust did so using moral, emotional, even quasi-religious language. They regularly used terms like sacred, inviolable, and most basic values to describe public trust. This suggests that a perception of shared values is a foundational form of mutuality that is critical for the creation and sustainability of public trust. The recent work of Harvard researchers Michael Pirson and Deepak Malhotra on the drivers of stakeholder trust underlines the importance of personal identication in issues of trust.

Pirson and Malhotra conducted a study to identify which of seven trust driversbenevolence, integrity, managerial competence, technical competence, reliability, transparency, and identicationare relevant to various stakeholder groups (i.e., investors, employees, suppliers, customers, etc.).61 They discovered that identicationi.e., the extent to which we view a group as people like me, people who share our interests and valueswas one of only two drivers that are relevant across all stakeholders.62 Not surprisingly, the other driver relevant across all groups was integrity.63 As Pirson and Malhotra note, this suggests that the decision to trust others even in relationships that are not extremely close or intense may be more personal and more relevant to ones self identity than is typically assumed.64 Branding experts have long understood that consumers are more likely to nd a companys identity more attractive when it matches their own sense of who they are (i.e., their traits and values).65 Pirson and Malhotras research, however, implies that values identication also impacts peoples trust in rms and institutions with which they have little or no personal contact or experience. Some thought leaders view NGOs as a new and potent manifestation of the publics long-standing desire to unite corporate values and interests with their own. These leaders suggest that by partnering with organizations perceived to share societys values and interests, business leaders and mediating institutionse.g., governments, industry groups, and the mediacan change the paradigm of the business and society relationship from that of a battleeld of competing values to that of a roundtable where partnerships and actions based on shared interests and values are a real possibility.

Local Gov

State Gov Regulatory Agencies

Foreign Federal Gov Govs

Local Media

Republicans Singles Local Schools

Democrats Industry Competitors

Families Corporate Customers

Regional Media Neighbors Local Businesses

Price Competitors

National Media

Repeat Customers Middle Managers Support Staff Entry Level Employees Adminstrative Staff Executives High Quality Suppliers Rating Agencies Quality Competitors Product Competitors

Class A Stockholders Web-based Interest Groups Class B Stockholders Bondholders Banks Natural Resources Defense Council Foreign Suppliers

THE FIRM

Domestic Suppliers

Consumer Reports

Given the central role of values, encapsulated interestthe idea that people trust an individual or organization because they believe the person or organization has taken the trusting partys interest to heart and encapsulated it into their own interestsis likely to be the fulcrum of any game-changing solutions for building and sustaining public trust for the long term.66

Actions speak louder than words, according to one panelist. If the public believes that an organizations rst priority is always prot maximization, it will be difcult, if not impossible, to build public trust.

OSHA

Consumer Safety Groups

AFL-CIO

Consumer Advocate Groups

Although there is a gap between the opinions of business leaders and the general public with respect to the social responsibility of business and what this entails, Table 3 indicates that there is also considerable agreement on the current social issues that are of greatest importance. Shared concern with particular social issues can serve as a solid foundation for creating greater mutuality between a business and its stakeholders via authentic dialogue. As a recent report from the World Economic Forum indicates, more and more

FIGURE 4. Specic Stakeholder Map for a Particular Company 60

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Issues Shared by Major Business Associations and the Public

Workforce/Economy Energy Healthcare Education Environment Public Governance Civil Security

tabLE 3. Shared Issues67

business leaders are viewing themselves, their rms, and business at large as stakeholders in other institutions.68 In January 2007, for example, ten major companies with operations across the U.S. economyutilities, manufacturing, petroleum, chemicals, and nancial services banded together with leading environmental groups to call for a rm nationwide limit on carbon dioxide emissions that would lead to reductions of 10 percent to 30 percent over the next 15 years.69 These leaders justied their action on sound business principles that would also serve the communities where their rms operate. The idea of encapsulated interests combines the concept of mutual values with another major trust driver, authenticity. There is a great need for the authenticity of the corporation, a panelist stated. If your organizational values are alive in the rm, they almost compel you to do things not expected or required. Authenticity is critical for overcoming conicts. Another panelist said, Many activists, NGOs, and other stakeholder groups want dialogue with companies. But they also want companies to understand the nature of the dialogue process, which is based on listening to one anothers concerns and exhibiting a willingness to make changes in practice based on this dialogue. It is important to recognize that conicts among stakeholders are not endemic, one panelist said. They are most pronounced at a certain point in time, but they tend to eventually disappear. In other words, where shared values can be identied and authentic dialogue established, there is good reason to believe that real progress can be made with respect to building trust and creating value efciently. Businesss ability to build public trust depends on having its concern with public interests and values perceived as genuine and not as forced or feigned. According to a recent survey conducted by the Arthur W. Page Society, many CEOs believe that communicating their companys values has become absolutely essential.70 Trust takes a long time to build, but it can be lost quickly in dramatic cases such as scandals. Trust can also erode slowly around trigger issues that raise concerns about a partys integrity. Developing a more ne-grained understanding of trust dynamics can help leaders take action on trigger issues before they reach a tipping point. When people begin to regularly use moral language when
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speaking about a business issue, it is a red ag, indicating that concerns around the issue have the potential to jeopardize public trust in business on the broad level of identication. As our panels noted, in recent years, for example, the language around executive compensation has moved from terms like excessive and overly generous to overtly moralistic language such as obscene and immoral. One panelist stated that executive compensation has been like a huge tsunami for the business communityCEOs can hardly even speak about compensation anymore.

A recent survey by the Boston College Center for Corporate Citizenship, conducted prior to the global economic crisis, reports that 79 percent of executives cited excessive CEO pay as a factor leading to growing distrust of corporations.71 More recently, bonuses paid to employees of nancial rms receiving government assistance, including Merrill Lynch and AIG, have produced a major public outcry and political restorm. If executive compensation is or becomes a driver of public trust in business at the level of values identication, it may have the potential to inuence public opinion on a broad range of business issuesincluding issues that managers and observers with business expertise would view as having little or no connection to compensation. If power becomes a predominant lens for interpreting the motivations and actions of another partyas seems to be the case with how the public perceives executive compensationmutuality based on identity can become threatened. In such cases, the middle groundinstitutions or forums where company or sector interests and social interests meetmay be viewed more as a battleeld than as a place where interests are united, and trust is threatened due to fears that in such instances unequal power can trump perceptions of fairness.

Balance of Power
Balance of power is dened by Merriam-Webster as an equilibrium of power sufcient to discourage one nation or party from imposing its will on or interfering with the interests of another.72 In an era when many nations have been supplanted by corporations on lists of the largest economic entities, the trust survey data cited above seems to indicate that business and its various mediating institutions have failed to convince a majority of the population that business has the publics interest at heart and that business does not operate simply by its own rules or serve its own interests. According to one panelist, People are tired of hearing about duciary responsibilities that only indicate less powerful stakeholders get hurt and more powerful (and richer) ones benet. Public trust in business roughly describes the level and type of vulnerability the public is willing to assume with regard to business relations. A large portion of the public, however, believes that the majority of its vulnerability in business relationships is

not voluntary but results from a sizable power imbalance that enables executives and companies to assume far less risk than the average person. See Table 4. Given practices like abruptly leaving communities that depended on the jobs a company provides ... combined with the extraordinary high CEO compensation, said one panelist, it is not hard to see that businessesparticularly very large, global businesseswould not be trusted. The publics sense of corporate-political corruption and the perceived inuence of special interests at the expense of the public welfare are further indicators that a sector of society believes there is a current power imbalance. For example, 58 percent of individuals who responded to a 2005 poll agreed with the statement that big business has too much inuence on the president.73 In another survey from 2005, 59 percent of respondents reported they were somewhat dissatised or very dissatised with the size and inuence of major corporations.74 Another survey from 2003 reports that 77 percent of the American public agreed or mostly agreed that there is too much power concentrated in the hands of large companies.75 A disconnect exists between the organizations that drive the economy and the public which believes that business occupies the moral low ground. This can lead to a crisis where many members of the general public view themselves as powerless gures in a rigged game one in which the institutions meant to serve the public can be bought off. As one panelist noted, the post-Vietnam War

They mentioned articles making claims such as, Hurricane Katrina brought out the worst in Washington and the best in business.76 Whether corporate power is viewed positively or not depends largely on context. While there are indications of anxiety around corporate power with respect to political inuence, this is not a hard-and-fast rule. Many people view corporate power applied to social problems in a very positive light. Indeed, sometimes it is viewed as the only practical alternative. As Ray C. Anderson, founder and chairman of Interface, Inc., said in a recent speech, The Institution of business is the only one large enough and wealthy enough to solve a large scale environmental crisis.77 Others have argued that emergency situations, such as the global economic crisis, are so large that they can only be resolved through the mutual efforts of business, government, and private citizens. Negative experience with particular companies can reinforce a view that many rms focus on prots at the exclusion of public concerns. Public institutions and business, however, are not monolithic entities that are impervious and self-enclosed. The ground rules for business are not simply determined by powerful combatants who wage battle on a middle ground to which the public has no access. Given the prevalent xation with short-term prots, it is not surprising that the public often fails to see that at the heart of the value creation process is a deal among various stakeholders (as shown in the inner circle of Figure 4). Members of the public can choose to participate in efforts to make business or a particular rm better through a growing variety of channels. And public participation is no longer limited to creating political pressure during crises situations. Even though every party may not have equal power in this deal, it is not simply a rigged game.

Balance of Power
Effective Forms: Trust Breakers:
Vulnerability is partially voluntary and shared by parties. Particular stakeholders perceive themselves as powerless. Abuses of power by any party. Perceived hypocrisy.

The balance of power has been undergoing tremendous shifts in recent years, largely Reported Progress: Companies responding to pressure from NGOs and due to the Internet and the emergence of becoming more transparent about their activities. broadly accessible communications tools, Communications tools empower all players to have a voice. both of which are creations of business. As a recent Arthur W. Page Society tabLE 4. Balance of Power report stated, this democratized access to information production, dissemination and worldview that business is promoting a military-industrial consumption [is] overturning the corporations traditional complex that saw prots for business in war is the bleakest ability to segment audiences and messages and to manage how version of this narrative. Its adherents believe it is common it wishes to be perceived.78 practice for monetary and political capital to be traded by A broad range of actions is open to stakeholders and mediatpoliticians and business leaders in the form of cash and favors. ing institutions. Additionally, mediating institutions serve as a Political scandals such as those involving Illinois Governor middle groundthey are potential vehicles of change, mutualRod Blagojevich and Hartford Mayor Eddie A. Perez ity, power balancing, and conict resolution. They also exist to reinforce this negative narrative. serve the crucial role of uniting public and business interests There are also, however, highly positive public views of which includes responsibilities for proactively challenging faulty corporate power. For example, several panelists mentioned the perceptions and rejecting harmful blanket characterization of generally positive notice that corporate behavior elicits during either party. If they fail at this task, they will cease to exist. national crises such as September 11, 2001, or natural disasters.
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Mediating institutions connect stakeholder trust to public trust and they connect public interests and values to company and sector interests and values. As multiple panelists indicated, the emerging role of NGOs has become more critical in the context of change brought on by rapid globalization. They have created credible third partiesoften issue- or stakeholderbasedwho speak for various publics in ways that other groups do not. Sometimes they act as a proxy for institutions whose traditional mediating role with regard to furthering public interests is in question, and at other times, they quickly respond to emerging needs. As one corporate panelist noted, NGO activism is one of many opportunities in the new reality to recognize and x real problems. We are getting tons of free consulting from customers, suppliers, citizens of communitiesif only we realize it as such and not as a headache. Having authentic dialogue with stakeholders and mediating institutions is a leading way in which companies and other stakeholders can assess and proactively begin to address power imbalances that threaten trust.

many people believe NGOs are the only check and balance in a world where people do not trust government to x things. Public trust rests on a perception of the appropriate balance between voluntary vulnerability and legally mandated (or quasilegally mandated) and enforced safeguards. These safeguards must ensure fairness, honesty, promise-keeping, and reparation if these conditions are not met and trust proves to be undeserved. The optimal balance may be different depending on the situation, historical background, anticipation of future events, and the changing power relationships of the players.79 Because the public and business are composed of many parties and relationships, public trust and systemic risk cannot be managed completely by static, one-stop approaches such as legislation. Furthermore, for guidelines to be effective, they must be sufciently granular and must trigger follow-up and measurement.

Trust Safeguards
Tangible safeguards that mandate fairness and reparations. Efforts that encourage internal stakeholders to challenge rms to live their stated values. Safeguards that offer inadequate protection to a particular party. Overly strict mandates that harm innovation by limiting opportunities and potentially contributing to excessive mistrust. Industry/sector attempts to self-regulate. Companies partnering with NGOs to monitor social responsibility and corporate citizenship reports. Enacting Sarbanes-Oxley. G-20 Summit agreement on principles for regulatory reform. tabLE 5. Trust Safeguards

Trust Safeguards
Trust safeguards are an important mechanism for balancing power. They are legal compliance mechanisms that promote fairness in business relations via punitive damages for bad actors and/or reparative measuressuch as civil suit awardsfor those harmed. In recent years, with the proliferation of widely accessible communications tools, NGOs have emerged as a prevalent form of trust safeguard marked by an agility that is sometimes lacking in more traditional and bureaucratic mediating institutions such as governments.

Effective Forms:

Trust Breakers:

Reported Progress:

The Trust Panel noted that with their greater visibility and inuence, the posture of many NGOs has largely shifted from agitation to a problemsolving mode. Many NGOs now partner with companies, said one panelist, because they recognize that the fortunes of each stakeholder in a business are integrally tied to those of others. In particular, some NGOs are being called upon by executives to serve as external monitors and contributors to social responsibility and global citizenship reports. One could see them as trust safeguards. Companies need to forge partnerships with their constructive critics, said one panelist. By this means, companies will gain credibility in this key area for public trust. Along with helping to balance power, trade organizations, NGOs, and other mediating institutions can enhance trust by creating tangible safeguards that promote fairness in business relations and have punitive consequences for malfeasance as in Table 5. One panelist suggested that NGOs have grown in power with respect to other mediating institutions because
26

Panelists indicated, however, that the potential shortcomings of broad-brush regulatory approaches are no excuse for inaction on the part of business leaders, mediating institutions, and stakeholders. Trust in business is paradoxically increased by all parties entertaining some degree of mistrust and recognizing the need for safeguards. Restoring public trust requires all parties, working together, to nd the optimal balance between mandated safeguards and voluntary vulnerability so each party can achieve its mutual interests efciently. Trust safeguards can be established on a number of levels. For example, rms can check their own controls and compliance mechanisms by incorporating processes whereby internal stakeholders can openly challenge a rm to live its stated values without fear of reprisal. Johnson & Johnsons celebrated challenge meetings are a well-known example. Firms can also choose to invite external critics to have a voice in their

communications, as did The New York Times in the wake of the Jayson Blair scandal. The paper created the new, independent position of Public Editor, whose role is to critique the quality of The New York Timess reporting. The Public Editors column is not subject to editorial review.80 Business and its stakeholders can also work together on efforts that have broader impact. For example, a number of companies in the outdoor industry have banded together to develop sectorwide operational guidelines on environmental issues.81 Business can also work with stakeholders and regulators to proactively support public policies that enable it to benet society while minimizing risks and harmsand create appropriate penalties for those who do not. Another well-known example of sector self-regulation occurred in 1986, when a group of 32 defense contractors established the Defense Industry Initiative (DII) in the wake of scandals involving sector rms.82 The DII prescribed a detailed program of ethics education and voluntary compliance measures to which all members of the initiative subscribed.83 Panelists conceded that some of the negative narrative about business appears to be justied. Given the phenomenon of contagion, however, this translates into an overall negative public perception of business that is problematic for a number of reasonsnot least of which is the danger that this negative perception can become self-fullling and ultimately cause some of the bad ethical behavior that we in fact observe.84 As Sumantra Ghoshal noted, A management theoryif it gains sufcient currencychanges the behaviors of managers who start acting in accordance with the theory.85 The idea that

business is inherently immoral or amoral harms business and its stakeholders, including the broader public. Positive change is far more likely to issue from constructive criticism that indicates a new way forward than from an over-simplistic, unchecked skepticism that glosses over moral complexity. In summary, public trust in business or in a business is the degree to which the public believes that business will act in a particular manner because business has encapsulated the publics interest into its own. The public trusts business or a business to produce useful, safe, and reliable goods and servicesin a context where mediating institutions help bridge the interests and values of business and society, balance the power among parties, and offer some protection against risks and misbehavior via mistrust mechanismsbecause business is an enterprise that is most successful when it incorporates social values not only in the products and services it creates, but also in its daily practice.

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III. Re c o m m e n d at i o n s f o r B u s i n e s s Le a d e r s

By understanding the importance of the three core dynamics of trusti.e., mutuality, balance of power, and trust safeguardscertain businesses have consistently taken actions that generate trust. Despite the current knowledge gaps in the dynamics of trustand the related need for further researchthere are a number of actions that business leaders can take right now to increase trust in their rms and their sectors and, perhaps, improve broader social views of business. 1. Create a set of values that dene and clarify what the enterprise and its people are at root, and work to ensure that these values are adhered to consistently across your enterprise. Globalization and digital networking trends have made global enterprises more diffuse, while at the same time they are allowing the rise of strong new stakeholders, who are evaluating corporate behavior, demanding transparency, and are able to inuence an organizations reputation far more than advocates of the past. Enterprises must focus not only on claiming or codifying a set of beliefs and operating principles, but on being consistently true to them in all their behavior and relationships. Otherwise, they will be seen as unreliable and untrustworthy. This must be pervasive throughout the organization and among its people. Indeed, trust that is grounded in values nds its most immediate embodiment in the rms employeesin their daily actions, behaviors, and relationships. It spreads outward from there. The outsourced service center in India, the supplier in China, the sales ofce in Rio, all must embody the enterprises beliefs, values, operating principlesthat is, the brandin all that they do. This can be accomplished only by building a strong culture around shared values. As is clear from our earlier discussion about the basis for trusthow it depends on a perception of a relationship with people like mevalues are not simply about ethics, but also about identity. Values can and must be true to the rms core, its brand, and raison detre. We further recommend that leaders: Work to create a clear mission and set of values that include a commitment to ethical conduct and creation of social value, Ensure that the mission and values are fully understood by all stakeholders, and Engage employees in regular, open dialogue to ensure that the rm and all its business partners are living these values consistently in everything they do. 2. Build and manage strong relationships based on mutual trust with mediating institutions. Myriad new stakeholders and mediating institutions are emerging that have expertise and knowledge about the enterprise. These new stakeholders are using new media to wield inuence that profoundly impacts operations, brands, reputations, and the permission of established enterprises to operate. In short, they can build or undermine trust in companies and in business. The path to building mutuality, balance of power, and trust safeguards with these stakeholders involves, rst and foremost, authentic dialogue. Authentic dialogue includes listening as well as talking and implies a willingness to change in response to reasonable points made by outsiders. It does not require change in response to unreasonable demands nor the establishment of long-term relationships with organizations that show an unwillingness to engage constructively and compromise when interests are not fully aligned. Engaging stakeholder and NGO activism as free consulting can potentially benet your rm. A company can partner in order to change the paradigm. It can reframe the role and interactions of mediating institutions from a battleground to a roundtable, united by common themes of serving public interests and creating value. It can lobby on behalf of actions that meet these basic criteria. All parties in our increasingly integrated global economy need to recognize that disagreements among stakeholders are not permanent. They tend to be resolved over time. It is time for business to view the creation of mutuality among stakeholders as a core management discipline and responsibility. Effective leaders will avoid treating their networks of relationships as if they were a web of zero-sum gamesrepeatedly trading off the interests of one stakeholder in favor of the interests of another. We further recommend that leaders: Identify and engage in meaningful dialogue with responsible mediating institutions that have legitimate

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interests in your rm and industry and inuence on your other stakeholders, and Create partnerships with groups that can enhance the value-creating activities of the rm. 3. Embrace transparency. With globalization and Web 2.0, new stakeholders with signicant expertise who demand to know as much as they can about the inner workings of business are now equipped to act in a variety of new ways. Rather than trying to hide from responsible scrutiny, businesses should embrace it and welcome transparencyand in the process earn respect and trust at levels never before possible. Companies should be willing to offer nonproprietary information about policies and practices, along with explanations, in order to help both potential critics and potential allies understand what they do and why. They should measure and communicate transparently their companys social impact in a way that allows for an apples to apples comparison among rms. And they should collaborate with peers and critics to develop reasonable metrics for their business and sector. Perhaps simplest to say but most difcult really to do, businesses should trust their employees to engage with the outside world. Companies should enable their people with new media skills and tools. Trusting employees to use the same tools stakeholders and mediating institutions use empowers them to act based on the rms values and to build relationships. Mediating institutions like to get to know employees whose thoughtful engagement with them can lead to trust and respect. Likewise, new media tools can be used within the organization as a way of building the rms values. Open dialogue internally and externally can be one of the rms core values. And in a very practical sense, since employees are increasingly seen as a companys most credible spokespersons, it makes sense to empower them to represent its values and its brand. This helps shift the reputational balance of power in the companys favor. We further recommend that leaders: Be willing to disclose meaningful, nonproprietary information about the rms business, public policy, and lobbying policies and practices. Embrace the notion that greater transparency can lead to better understanding of a rms good intentions and to more informed engagement with mediating organizations and other stakeholders.

4. Work within your business sector to build trust in the sector. Recognize that, like it or not, all companies matter to each other, and your companys reputation will be grouped with the reputation of other rms. When an entire industry sector is held in low regard, its difcult for even the most enlightened and responsible rm to stand out. Issue-based organizations often target the most visible brand in a sector as a means of using limited resources to affect industry-wide practices. Leaders of less visible brands that are not in the spotlight should not wait to see how events play out before entering a dialogue that is likely to have profound impact on their business. Companies should work with other sector leaders to consider what practices or reforms might help the sector better serve its stakeholders and society. This not only builds trust, but also protects public-minded rms from unprincipled actions by renegades. We further recommend that leaders: Develop sector metrics that indicate how rms are creating value relevant to stakeholders, and Establish trust safeguards for the sector by voluntarily adopting standards that protect the public interest and/or embracing reasonable regulation.

Trusting employees to use the same tools stakeholders and mediating institutions use empowers them to act based on the rms values and to build relationships.

5. Reinvest in the trustworthiness of your rm by making a commitment to enhance the core contribution the rm makes to society. Forward-looking leaders increasingly recognize that value creation is a moral enterprise in which the public has an interest. This basic understanding should be operative from the board of directors through all levels of management to frontline workers. Leaders should continually ask the questions: Why does the world need this enterprise? What is unique about this organization? What need do we fulll that no one else can?

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 The key is to view societal trends as business opportunities connected to the core value-creating purpose of the rm. Being socially responsible is not about offsetting negative impactssuch as planting trees because you pollutebut about taking actions that are good for business (including expanding a rms freedom of action) because they create value for a broad spectrum of stakeholders. Companies in healthcare can seek to improve the effectiveness of the health care system for all citizens through their products, services, policies, and initiatives. Firms in energy, mining, and manufacturing can source and produce materials with a commitment to environmental sustainability. Firms in the nancial sector can adopt an interactive approach with governments to help identify and minimize systemic risks such as those that resulted in the global economic crisis. All rms can adhere to fair labor standards and seek to alleviate poverty and injustice through innovative approaches to business.

We further recommend that leaders: Ensure that all managers understand why and how the core contribution of the rm to society creates trust in their rm, especially among employees, customers, and investors, Make a commitment to create social value in the public interest through the rms core contribution to society, and Identify and communicate how an engagement of social issues has or might impact the value proposition of the rm through innovative products and services.

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 IV. Successful Examples of Organizations Building Trust

Numerous examples exist depicting companies and industries that have built trust by following the business leadership recommendations contained in this report. 1. Aetna The Chairmans Initiatives When John W. Rowe, M.D., one of this reports panelists, became Chairman and CEO of Aetna, he inherited a company that had become a symbol of all that was wrong with managed carerestrictive policies seen to be designed to save money by allegedly denying needed healthcare. Dr. Rowe set out to change those policies, settle lawsuits, and build strong relationships with physicians and medical centers. He began by leading the company to adopt a mission statement which included improving the healthcare system and a set of values that included building strong relationships with ALL stakeholders. Dr. Rowe reached out to physicians, with whom Aetna had battled over managed care policies, to build collaborative approaches to improving the quality and efciency of healthcare for Aetnas members. He settled class action lawsuits brought by physicians promising to make Aetnas claims payment policies more transparent and agreeing to amend those policies in response to reasonable arguments from a physician advisory board. Dr. Rowe also created a series of Chairmans Initiatives in which Aetna proactively took stances that were viewed as being in the public interest. One example was the Chairmans Initiative on Genetic Testing. Aware that both physicians and patients were leery of genetic testing that might affect eligibility for insurance, and concerned that this fear might prevent testing that could improve healthcare for millions of Americans, Dr. Rowe announced that all Aetna health insurance policies would cover genetic testing where results may be expected to affect the course of treatment. He also pledged that Aetna would not use genetic testing results in any coverage determinations and would protect the privacy of genetic information. Simultaneously, Dr. Rowe called on the health insurance industry to adopt similar guidelines and support federal legislation making these provisions mandatory. Subsequently, both the industry and Congress adopted versions of the Aetna genetic testing guidelines. By focusing on the core contribution of the company to society and building trust safeguards for the industry, Dr. Rowe improved trust in both his company and his sector. The genetic initiative, coupled with the Chairmans Initiatives on care at the end of life, racial and ethnic disparities, and depression management, vaulted Aetna from worst to rst in its sector in trustworthiness. Jessi Hempel and Diane Brady wrote in BusinessWeek, The once notoriously stingy and ercely unpopular company is now frequently cast as the countrys most physician-friendly insurer.86 2. IBM World Jam and Web 2.0 Over nearly a century, IBM has applied technology to solve business and societal problems. What has been consistent about the company is not any particular set of products, strategies, or business models. Those come and go. Rather, IBMers dened themselves through a core set of beliefs or values and a commitment to unending innovation. IBMs innovation is not restricted to technology. For instance, one recent IBM innovation was WorldJam, a global intranet conversation lasting over 72 hours in 2001. During that period, more than 50,000 IBM employees offered suggestions regarding business issues facing the company. It was in many ways an exercise in culture changeencouraging employees to work together on behalf of clients and to make IBM itself more efcient and innovative. In December 2005, IBM partnered with the United Nationss World Urban Forum and the government of Canada to enable a new kind of global dialogue. Habitat JAM involved approximately 39,000 participants from 158 countries. It resulted in hundreds of actionable items on urban sustainability, including ideas for technology hubs to give the urban poor access to meeting space and the Internet. In so doing, IBM applied its core value, Innovation that matters for our company and for the worldto creating social value for potentially billions of people around the world who are striving to improve their lives and their environments. Since then, IBM has become a leader in empowering its employees to engage in Web 2.0 dialogue through blogging and social networks. IBM believes its employees are able to generate trust by developing meaningful relationships with stakeholders.

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IBM CEO Sam Palmisano sees a direct connection between IBMs commitment to social good and its ability to generate trust. We do trusted work, he explains. We work on human genome projects to come out with cures for breast cancer. We work on supercomputing thats guring out where the avian u is going to mutate and come up with the associated treatments . as a company we can never break that bond of trust.87 3. General Electric Ecomagination Following 30 years of controversy surrounding GEs alleged dumping of PCBs into the Hudson River, GEs reputation as a trustworthy public citizen was damaged. Eventually, GE promised to invest a half billion dollars to dredge the Hudson. Since then, GE has taken major steps to restore its reputation as a public-minded leader through a major commitment to environmentally-sound products that it calls Ecomagination. The program puts into practice GEs belief that nancial and environmental performance can work together to drive company growth, while taking on some of the worlds biggest challenges. 88 GE has made its environmental push an integral part of its business strategy. It touts its jet engines and locomotives as the most energy-efcient available, and it has made a growing business out of wind turbines. CEO Jeffrey Immelt has been widely quoted saying Green is green, and his business results prove it: Ecomagination is growing beyond our expectations, evolving into a sales initiative unlike any other Ive seen in 25 years at GE, says Immelt.89 Its entry into what were formerly niche markets, such as solar panels for domestic applications, is expected to drop costs for consumers and expand use of this green technology. GEs leadership commitment on sustainability initiatives goes beyond its own core business activities and shows GEs understanding of the need to generate partnerships that advance trust in business more broadly. In February of 2007, GE and a host of other large rmsincluding Alcoa, BP, Caterpillar Inc. , DuPont, Duke Energy, FPL Group, and PG&E Corp. partnered with environmentalists to form what many described as an unexpected alliance with the mission of persuading Congress that its time to enact laws limiting the greenhouse gas emissions that contribute to global warming.90 GEs consistent focus on making the environment a centerpiece of its business is generating trust among key stakeholders and the broader public.

4. Nike Corporate Responsibility Reporting In 2005, after enduring years of criticism from human rights and labor organizations, apparel giant Nike released its landmark FY2004 Corporate Responsibility Report, which for the rst time revealed the names and addresses of the 700 factories worldwide where 650,000 workers manufacture Nike products. The 108-page report detailed the results of several factory audits and admitted to widespread problemsincluding the stark admissions that independent auditors had found cases of abusive treatment, physical and verbal, in more than a quarter of its south Asian plants and that a quarter to half of Nikes Asian subcontractors did not allow employee access to toilets or water.91 Nike did not simply identify problem areasthe company publicly identied measurable goals and steps for achieving them, including devoting 90 fulltime employees to monitoring the conditions of its overseas factories. The company engaged multiple stakeholders in developing its report, establishing an independent Report Review Committeecomprised of volunteer experts from the non-governmental organization, academic, trade union, investor and business communities.92 It also joined efforts with those such as the Fair Labor organization to help promote better working conditions across the apparel industry. In so doing, Nike not only aligned its core business processes with social value creation, but also worked to build meaningful relationships with a wide variety of stakeholders and build trust safeguards across its industry sector. Since issuing this report, Nike has been widely recognized as an industry leader in the area of corporate responsibility, even by some of its most vocal former critics. In 2005, 2006, and 2007, Nike was recognized by Business Ethics Magazine as one of the 100 Best Corporate Citizens, and the rm received the CeresACCA North America Award for Sustainability Reporting in 2005.93 Nikes report demonstrated a mutual concern with global working conditions; helped to balance power by transparently sharing information about its subcontractors factories with concerned parties; and created sensible trust safeguards by including diverse stakeholders and independent experts throughout the process. 5. AARP, Business Roundtable, and SEIU Divided We Fail In January 2007, three of the nations leading consumer, business, and labor organizationsAARP, Business

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Roundtable, and Services Employees International Union (SEIU), which together represent over 50 million Americanslaunched a joint effort to attain affordable, quality health care and to ensure long-term nancial security for all Americans.94 This national effortentitled Divided We Failencompasses grass roots efforts such as town meetings, an advertising campaign in national media outlets, and online activities designed to engage the public, business and elected ofcials in the debate, encouraging public leaders to offer solutions.95 Despite previous differences involving public policy, these organizations formed an alliance based on their mutual interest in addressing the national health care crisis. As SEIU President Andy Stern explained, the groups are united by a shared belief that it will be a far greater America when we get affordable health care for all Americans.96 Business Roundtablewhose members are chief executive ofcers of leading U.S. companies with a combined total of $5 trillion in annual revenuesis focusing its resources and visibility on an issue of critical importance to both business and the least powerful members of society, including the 47 million Americans who lack health insurance. These actions foster mutuality and help to balance power by focusing on shared values and interests. Since the launch, more than 80 other organizations, including the American Academy of Family Physicians, the National Farmers Union and the Human Rights campaign, have endorsed the Divided We Fail platform.97 6. The Obama Administration Building Trust by Activating Core Values In Barack Obamas Inaugural Address, the new President, who campaigned as the candidate of change, called for a return to fundamental values. It turns out that the change President Obama envisions involves old things: those values upon which our success dependshonesty and hard work, courage and fair play, tolerance and curiosity, loyalty and patriotism these things are old. These things are true. They have been the quiet force of progress throughout our history. What is demanded, then, is a return to these truths.98 If President Obama can rally Americans and the American government to renew these fundamental values, it could help forge a broad consensus on the critical issues facing the United States in the midst of the global economic crisis. Core values are best activated through building and managing integrated multi-stakeholder relationships.

In the transition period, the Obama Administration reached out to different stakeholders, sending strong signals that the President wants a genuine dialogue with constituencies that are not his natural supporters. His informal dinner with conservative columnists, his regular conversations with Republican Senator Tom Coburn of Oklahoma, and a formal dinner honoring John McCain have defused some of the concern among conservatives about President Obamas liberal Senate voting record. This aggressive outreach has not been conned inside the Beltway. During the primaries and the general election, the Obama campaigns use of new media to engage and mobilize citizens has revolutionized campaigning and may serve to change the nature of the American peoples relationship with their government. As TIME Magazine reported: Three million people have given [Obama] money; 2 million have created proles on Obamas social-networking site. More than 1.2 million volunteered for the campaign, which has trained about 20,000 in the business of community organizing.99 Perhaps even more importantly, the Presidents web supporters and online organizers feel an empowerment that has created an ongoing commitment. In the post-election period, TIME reported, about 4,500 house parties were held around the country, and a total of 550,000 people responded to an online survey asking how they would like to contribute their time and energy over the coming years. At about the same time, nearly 5,000 groups responded to a call from Obamas transition team for suggestions on the best ways to tackle health-care reform. More recently, some 100,000 people participated in an interactive feature on the transition website Change.gov, which allows people to vote on questions they want Obama to answer. This is the same kind of engagement and commitment that companies investing in social media seek. By recommitting to old values, building relationships with disparate stakeholders, and empowering people with new media skills, President Obama has taken major steps toward building trust in his Administration and in the country. In addition, he has promised a new era of transparency, making government processes more open and accessible. These actions ensure neither immunity from controversy and criticism, nor success. But, by seeking to build relationships of trust, President Obama is creating an opportunity for leaders in both major political parties to work together to make the best decisions for the American people in this time of crisis. Any global enterprise wishing to achieve its objectives ought to consider doing the same.

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V. Next StepsClosing the Knowledge Gaps and Preparing for New Challenges

Many crucial questions about public trust in business cannot be answered without further research. Current knowledge gaps and profound changes in the world require new frameworks. Currently, we cannot even measure the public trust impact of the global economic crisis or scandals and reform efforts beyond simply noting the proliferation of headlines or increased regulation. At the most basic level, it is critical to have such measures in place before future crises or reforms occur. In order to respond effectively, leaders need the ability to assess the impact of new events and conditions on trust and business, so as to increase trust on the level of the rm, the sector, and business at large. Concerned businesses, mediating institutions, and stakeholders, all working together, can build this knowledge base efciently. And the Business Roundtable Institute for Corporate Ethics and the Arthur W. Page Society are prepared to undertake this collaborative effort. The hallmark of the Institute is bringing together leaders from business, academia, and related areas to impact practice. The Arthur W. Page Society is founded on the premise as articulated by its namesake that real success, for both big business and the public, lies in large enterprise conducting itself in such a way that the public will give it sufcient freedom to serve efciently. These attributes well position our organizations to address the leadership challenge of public trust in business. The Institute and the Arthur W. Page Society are launching the Project on Public Trust in Business, an ongoing effort to engage other leading organizations in developing and implementing a long-term strategy to build and sustain public trust in business. Specically, we will work together to: Organize a high-level working group of experts representing major stakeholders, including business, academia, government, employees, consumers, investors, the media. They will develop a set of principles for effective business regulation in anticipation of regulatory restructuring that is inevitable in the wake of the global nancial crisis. The working group principles will aim to shape a new regulatory structure that reects the interests and values of the various stakeholders in the nancial system. Conduct a series of research studies that will develop a deeper understanding of the dynamics that impact public trust in companies, in the institution of business, and within the roles that dimensions of trust (good will, competence), stakeholder relationships, and mediating institutions play in this process. The aim of this research is to better enable executives to benchmark the trust factors of their rms and develop strategies and goals for building and sustaining key trust relationships in ways that advance value creation. Promote a dialogue between thought leaders in the areas of trust and business to advance gamechanging solutions with regard to practice and the public policy process. Assemble leading academics in the area of trust. The goals for this gathering are simple but bold: 1) to begin to ll the sizable knowledge gap in our understanding of the dynamics of public trust in the institution of business and its social and economic impacts; 2) to initiate a conversation among academic thought leaders that will help deliver actionable knowledge to practitioners; and 3) to set and shape the research agenda in public trust for the next decade. Devote increased attention to the issue of public trust in our ongoing work. We will engage business leaders, mediating institutions, and key stakeholder representatives in a variety of forumsconferences, seminars, publications, and researchto share learnings and leading practices. Even in the best of times, the dynamism of trust requires continual monitoring and rebalancing as economic and social situations change. Today, more than ever, the challenge of restoring trust in business is threatened by severe shocks and imbalances in the conduct of business. Mistrust is reinforced by economic crises, by new scandals in business, and by contagious resentment of business, which only leads to less cooperation.

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The Business Roundtable Institute for Corporate Ethics and the Arthur W. Page Society are committed to a long-term, extensive effort to improve business practices and to promote a social narrative of business that both reects reality and addresses the changing features of the public trust landscape. There is a well-established correlation between high trust societies and social and economic prosperity and security. All parties have a stake in undertaking this effort and ensuring its success. Creating and sustaining public trust in business is one of the great challenges of the global agea challenge well worth commencing due to the enormous

opportunity it presents for unleashing human valuecreating potential. To yield meaningful progress will require great effort and the sustained engagement of multiple communities working toward a common goal. We welcome the participation of other leaders and organizations as we move forward in our goal to provide managers, stakeholders, and institutions with actionable knowledge for building trust in their rms, sectors, and in business.

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Notes
1. Capitalism at Bay, The Economist (October 16, 2008) 15. 2. Washington Post-ABC News Poll, New Poll Shows 63% Are Already Hurt by Downturn, The Washington Post (December 17, 2008). See http://www.washingtonpost.com/wp-dyn/content/article/2008/12/16/AR2008121602696_pf.html. 3. See the news release on The Conference Board Web site at http://www.conference-board.org/economics/ConsumerCondence.cfm. 4. The Gallup Poll ( January 10-13, 2008). The survey is available online at http://www.gallup.com/poll/113308/Blagojevich-Scandal-Feeds-Into- Public-Skepticism.aspx?version=print. 5. Editorial Board of the Washington Post, Is Capitalism Dead? The Washington Post (October 20, 2008). 6. Simon Caulkin, Trust me, Im a Manager. Doesnt work, Does it?, The Guardian (October 12, 2008). 7. Thomas L. Friedman, The Post-Binge World, The New York Times (October 12, 2008). 8. The research of academic scholarship and various surveys was led by Brian Moriarty, Associate Director for Communications, Business Roundtable Institute for Corporate Ethics, in conjunction with the co-authors and the contributing authors of this report. 9. This example is partially drawn from Francis Fukuyama, Trust: The Social Virtues and the Creation of Properity (New York: Simon and Schuster, 1995), 152. 10. Fukuyama, 152. 11. Fukuyama, 26. 12. Kenneth J. Arrow, The Limits of Organization (New York: Norton, 1974) 23; quoted in Fukuyama (1995), 152. 13. Fukuyama, 25. 14. Trust has also been shown to: foster stakeholder cooperation; increase social prosperity; and positively impact international cooperation and peace. For an excellent compilation of current trust research, see: Reinhard Bachmann and Akbar Zaheer, Handbook of Trust Research (Cheltingham, UK: Edward Elgar Publishing, 2005). 15. Tony Simons and Judi McLean Parks, Empty words: The Impact of Managerial Integrity on Employee Turnover, Customer Service and Prots, Working Paper, 2002. Cited in Kurt T. Dirks, Three Fundamental Questions Regarding Trust in Leaders, Handbook of Trust Research, Reinhard Bachmann and Akbar Zaheer (ed.), (Northhampton, MA: Edward Elgar, 2006), 1528. 16. Patrick M. Doney and Joseph P. Cannon, An Examination in the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing 61, no. 2 (April 1997) 3551. The article is available online at http://www.jstor.org/stable/1251929. 17. Wenpin Tsai and Sumantra Ghoshal, Social Capital and Value Creation: The Role of Intrarm Networks, The Academy of Management Journal, 41 no. 4 (August 1998) 464476. This article is available online at http://www.jstor.org/statble/257085. 18. Business Roundtable Institute for Corporate Ethics, Mapping the Terrain (May 2004). This survey question was open-ended. CEOs were asked to list the single corporate ethics issue they considered to be most important. Survey results are available online at: http://www.corporate-ethics.org. 19. President George W. Bush quoted in: Satoshi Kambayashi, Five Years Under the Thumb, The Economist ( July 26, 2007) 1. 20. Business Roundtable Institute for Corporate Ethics, Mapping the Terrain (May 2004). 21. Arthur W. Page, quoted in Arthur W. Page Biography (Arthur W. Page Society), http://www.awpagesociety.com/site/about/page_biography/. 22. The American Survey ( July 2002). 23. CNN/USAToday/Gallup Poll ( July 2002). 24. Andrew Carnegie, The Gospel of Wealth, originally published in North American Review, June 1899. Now available as Gospel of Wealth (Carlisle, MA: Applewood Books, 1998). 25. Adolph A. Berle, Corporate Powers in Trust, 44 Harvard Law Review 1049 (1931), and E. Merrick Dodd, For Whom Are Corporate Managers Trustees, 45 Harvard Law Review 1365 (1932). 26. David Packard, speech to Hewlett-Packard trainees on March 8, 1960, Hewlett-Packard Archives. 27. Milton Friedman, The Social Responsibility of Business is to Increase its Prots, The New York Times Magazine (September 13, 1970). 28. R. Edward Freeman, Strategic Management: A Stakeholder Approach (Boston: Pittman, 1984). 29. Breaking the Short-term Cycle, CFA Centre for Financial Market Integrity and Business Roundtable Institute for Corporate Ethics (2006). The report is available online at: http://www.corporate-ethics.org/pdf/Short-termism_Report.pdf. 30. Francesco Guerrera, Welch Denounces Corporate Obsessions, Financial Times (March 13, 2009). 31. Dean Krehmeyer, The Sarbanes-Oxley Act of 2002: Setting a Baseline for the Adoption of Enterprise Ethics, Journal of Business & Technology Law 3. (2008), 201205; and Robert Prentice, Sarbanes-Oxley: The Evidence Regarding the Impact of SOX 404, 29 Cardoza Law Review, note 14, 717; and Business Roundtable Corporate Governance Survey Key Findings, (October 22, 2007), available at http://64.203.97.43//publications/index.aspx). 32. 2005 World Economic Forum Global Opinion Poll conducted by GlobeScan. This study reported that other institutionsnamely, NGOs, Governments, and the United Nationsexperienced similar trust declines in 2004. 33. BBT/Gallup Trust in Business Index, October 25, 2007. Only 8% report an increase in trust during the last year, and 74% said their amount of trust was the same. 34. Roderick M. Kramer, Trust and Distrust in Organizations: Emerging Perspectives, Enduring Questions, Annual Review of Psychology 50 (1999) 591. 35. Kramer, 591. 36. Kramer, 591. 37. Kramer, 591. 38. Larry D. Thompson, Senior Fellow, The Brookings Institute, 2003 Federalist Society Address 2 (November 14, 2003).

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39. USAToday/Gallup, December 11, 2006, http://www.usatoday.com/news/polls/tables/live/2006-12-11-ethics.htm?loc=interstitialskip and http://www.gallup.com/poll/103123/Lobbyists-Debut-Bottom-Honesty-Ethics-List.aspx and http://www.gallup.com/poll/112264 /Nurses-Shine-While-Bankers- Slump-Ethics-Ratings.aspx#2. 40. Pew Research Center Survey published in Hudson Institute Report ( June 2, 2004). 41. USAToday/Gallup, December 11, 2006. 42. PricewaterhouseCoopers Health Research Institute, Executive SummaryRecapturing the Vision: Restoring Trust in the Pharmaceutical Industry http://www.pwc.com/extweb/pwcpublications.nsf/docid/E8A194168C19DE678525726100550B91. 43. Francis W. Steckmest, Corporate Performance: The Key to Public Trust (New York: McGraw Hill, 1982) xvii. 44. Harris Interactive Reputation QuotientTM (RQ) Survey (February 7 March 8, 2008). The survey is available online at http://www.harrisinteractive. com/news/mediaaccess/2008/HI_BSC_REPORT_AnnualRQ_USASummary07-08.pdf. 45. 2008 Edelman Trust Barometer, i; 15. This report is available online at www.edelman.com. 46. Edelman, 2009 Edelman Trust Barometer, http://www.edelman.com/trust/2009/. 47. Richard Edelman, How to Restore Trust in Business, Financial Times ( January 27, 2009). 48. Joshua D. Margolis and James P. Walsh, People and Prots? The Search for a Link between a Companys Social and Financial Performance (Mahwah, N.J.: Lawrence Erlbaum Associates, 2001). See also Joshua Margolis, James Walsh, and Dean Krehmeyer, Building the Business Case for Ethics Business Roundtable Institute for Corporate Ethics, (2006), www.corporate-ethics.org/pdf/business_case.pdf. 49. Fukuyama, 244. 50. Steve Jobs quoted in Peter Elkind, The trouble with Steve Jobs, Fortune Magazine (March 5, 2008), http://money.cnn.com/2008/03/02/news /companies /elkind_jobs.fortune/index2.htm. 51. Shiela M. J. Bonini, Kerrin McKillop and Lenny T. Mendonca, The Trust Gap Between Consumers and Corporations, The McKinsey Quarterly, no. 2 (2007) 710. 52. Bonini, McKillop, and Mendonca, 710. 53. Maya Forstater, Maurizio Zollo, and Peter Lacy, Understanding Social Responsibility: An Executive BriengResults and Insights from Project RESPONSE (2007). 54. Forstater et al, 2007. 55. 2006 Edelman Trust Barometer. 56. Suzanne L. Parker and Glenn R. Parker, Why Do We Trust Our Congressman? The Journal of Politics 55, no. 2. (May 1993) 452. 57. Stephen M R Covey. The Business Case for Trust, Chief Executive 226 ( June 2007) 3840. 58. Irving Kristol, Ethics and the Corporation, The Wall Street Journal (April 16, 1975) 18. 59. Russell Hardin, Trust and Trustworthiness, (New York: Russell Sage Foundation, 2004) 9; and Steckmest (1982) 208. 60. R. Edward Freeman, Jeffrey H. Harrison, and Andrew C. Wicks, Managing for Stakeholders: Survival, Reputation, and Success (New Haven: Yale University Press, 2007) 62. Reprinted with permission. 61. Michael Pirson and Deepak Malhotra, Antecedents of Stakeholder Trust: What Matters to Whom? Working Paper (2007) 24. 62. Pirson and Malhotra, 24. 63. Pirson and Malhotra, 24. 64. Pirson and Malhotra, 24. 65. Bhattacharya and Sen, 2003, 80 quoted in Guido Palazzo and Kunal Basu. The Ethical Backlash of Corporate Branding, Journal of Business Ethics 73 (2007) 333346. 66. Hardin, 3. 67. As of March 2008 each of these issues was listed as a major agenda item on each of the three major business associations research: Business Roundtable (www.businessroundtable.org), the U. S. Chamber of Commerce (http://uschamber.com/default); and the World Economic Forum (http://www.weforum.org/ en/index.htm). These issues were also cited in two major public polls on the issues with which the American public is most concerned with regard to the 2008 U.S. Presidential elections: Kaiser Health Tracking Poll: Election 2008 (http://www.kff.org/kaiserpolls /h08_pomr083007pkg.cfm); and the Associated Press/ Yahoo! Survey (http://us.lrd.yahoo.com/_ylt=As26Ltuz894LIuMyZXnQY0FQzpB4 /SIG=12c21u71i/**http%3A//l.yimg.com/us.yimg.com/i/us/nws/ elections/2008/yahoo2topline.pdf ). 68. World Economic Forum Global Corporate Citizenship Initiative, Partnering to Strengthen Public Governance: The Leadership Challenge for CEOs and Boards ( January 2008), www.weforum.org. Note Page 8: Today, having come to understand the important but often complex link between social and environmental issues and business success, the challenge for companies operating internationally is increasingly how to move beyond managing stakeholder demands and reputational risks related to these issues (the traditional province of corporate responsibility) to working with governments and other stakeholders to address the deciencies in public governance that often fuel such demands and risks as well as stunt business activity and economic growth. This is an important new frontier of corporate global citizenship in which companies perceive themselves as stakeholders in the international system in their own right and make a civic contribution by participating actively in the construction of a world economy whose contours and institutional architecture remain very much in development. 69. Felicity Barringer, Businesses try to outpace U.S. regulators on emissions, International Herald Tribune ( January 19, 2007), http://www.iht.com /articles/2007/01/19/business/emissions.php. 70. Arthur W. Page Society, The Authentic Enterprise (2007) 40, http://www.awpagesociety.com/site/resources/white_papers/. 71. Boston College Center for Corporate Citizenship, The State of Corporate Citizenship 2007: Time to Get RealClosing the Gap Between Rhetoric and Reality (2007) 18, http://www.bcccc.net/index.cfm?fuseaction=document.showDocumentByID&nodeID=1&DocumentID=1172 72. Merriam-Websters Collegiate Dictionary, 11th Edition (Springeld, MA: Merriam-Webster, Inc., 2003), 93. 73. The Gallup Poll: Mid-May Economic Poll (May 23, 2005May 26, 2005).

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74. Gallup Poll, January 35, 2005. 75. Princeton Survey Research Associates, sponsored by the Pew Research Center for the People and the Press, July 14August 5, 2003. 76. Justin Fox, A Meditation on Risk, Fortune Magazine (October 3, 2005), http://money.cnn.com/magazines/fortune/fortune_archive /2005/10/03/8356704/index.htm. 77. Ray C. Anderson, in a speech delivered at The Donchian Symposium on the Ethical Challenges of Leadership (March 5, 2008) Jepson School of Leadership Studies, University of Richmond. 78. Arthur W. Page Society, 6. 79. Andrew Wicks, Shawn Berman, and Tom Jones, The Structure of Optimal Trust: Moral and Strategic Implications, Academy of Management Review 24, no. 1 (1998) 99116. 80. Jacques Steinberg, The Times Chooses Veteran of Magazines and Publishing as Its First Public Editor, The New York Times (October 27, 2003). 81. For information on the Outdoor Industry Association (OIA), see http://outdoorindustry.org. 82. U.S. National Survey: Public Attitudes on Defense Management, prepared by Market Opinion Research, A Quest for Excellence Appendix, Final Report by the Presidents Blue Ribbon Commission on Defense Management Appendix L ( June 1986). 83. Lisa Stewart, BRI-1001: United Technologies Corporation: Running a Global Ethics and Compliance Program , Business Roundtable Institute for Corporate Ethics, 34:, http://www.darden.virginia.edu/corporate-ethics/pdf/BRI-1001.pdf. 84. F. Ferraro, J.Pfeffer, and R. I. Sutton, Economics language and assumptions: How theories can become self-fullling, Academy of Management Review 30 (2005) 824, and S. Ghoshal, Bad management theories are destroying good management practices, Academy of Management Learning & Education 4 (2005) 7591. 85. Ghoshal (2005) 77. 86. Jessi Hempel with Diane Brad, Aetna: Succession At Full Speed; Can incoming CEO Ron Williams keep the health insurer on its hot streak? BusinessWeek ( January 16, 2006). 87. Sam Palmisano quoted in Kenneth James, We can never break the bond of trust: Palmisano, Business Times Singapore ( June 16, 2007). 88. GE Ecomagination Web site, http://ge.ecomagination.com/site/index.html?c_id=googgfeb5#home. 89. GE press release, GE Ecomagination Revenues Surge to $12 Billion, Orders Top $50 Billion (May 24, 2007), http://www.genewscenter.com /content/Detail.asp?ReleaseID=2333&NewsAreaID=2. 90. Laura Steele, Global Warming: A New Twist on an Old Fight, Kiplinger Business Forecasts (February 16, 2007). 91. David Teather, Nike Lists Abuses at Asian Factories, The Guardian (April 15, 2005). 92. Nike, Innovate for a Better World: Nike FY05-06 Corporate Responsibility Report (2006), 127. This report is available online at http://www.nikeresponsibility.com/pdfs/color/Nike_FY05_06_CR_Report_C.pdf. 93. Nike, 130. 94. Divided We Fail Website, http://www.aarp.org/issues/dividedwefail/about_issues/our_platform.html. 95. Business Roundtable News Release, AARP, Business Roundtable and SEIU Partner to Spur Action on Health Care, Long-Term Financial Security ( January 16, 2007), http://www.businessroundtable.org//newsroom/document.aspx?qs=58E6BF807822B0F1ADC458622FB51711FCF50C8. 96. Andy Stern quoted in David Lazarus, Business Will Deal on Health Care, San Francisco Chronicle (February 18, 2007), http://www.sfgate.com /cgi-bin/article.cgi?f=/c/a/2007/02/18/BUGQ8O5NDE1.DTL. 97. Divided We Fail Website, http://www.aarp.org/issues/dividedwefail/about_us/supporters.html. 98. Barack Obama, President Barack Obamas Inaugural Address ( January 21, 2009), http://www.whitehouse.gov/blog/inaugural-address/. 99. Michael Scherer, Obamas Permanent Grass-Roots Campaign. Time ( January 15, 2009), http://www.time.com/time/politics /article/0,8599,1871767,00.html.

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2009 Business Roundtable Institute for Corporate Ethics, Arthur W. Page Society

About the Business Roundtable Institute for Corporate Ethics

The Business Roundtable Institute for Corporate Ethics is an independent entity established in partnership with Business Roundtablean association of chief executive ofcers of leading corporations with a combined workforce of more than 10 million employees and $5 trillion in annual revenuesand leading academics from Americas best business schools. The Institute, which is housed at the University of Virginias Darden School of Business, brings together leaders from business and academia to fulll its mission to renew and enhance the link between ethical behavior and business practice through executive education programs, practitioner-focused research, and outreach. More information on the Institute can be found at www.corporate-ethics.org.

About the Arthur W. Page Society

The Arthur W. Page Society is a professional association that is dedicated to strengthening the management policy role of the chief public relations ofcer. The membership consists primarily of chief public relations and communications ofcers of Fortune 500 corporations, the CEOs of the worlds largest public relations agencies, and leading academics from the nations top business and communications schools who have distinguished themselves teaching corporate communications. The Page Society is upheld by management concepts, known as the Page Principles, which have been tested for more than half a century and have earned the support and respect of chief executive ofcers throughout the country. It is named in honor of Arthur W. Page, who served as vice president of public relations for the American Telephone and Telegraph Company from 1927 to 1946. He was the rst public relations executive to serve as an ofcer and member of the Board of Directors of a major public corporation. He, more than any other individual, laid the foundation for the eld of corporate public relations. More information on the Society can be found at http://www.awpagesociety.com.

Business Roundtable Institute for Corporate Ethics Staff

Dean W. Krehmeyer Executive Director Brian Moriarty Associate Director for Communications Lisa Stewart Program Manager Heidi White Editor/Writer

For More Information

Media may contact: Brian Moriarty +1 (434) 982-2323 moriartyb@darden.virginia.edu Others may contact: Business Roundtable Institute for Corporate Ethics +1 (434) 982-2177 info@corporate-ethics.org www.corporate-ethics.org

Arthur W. Page Society Staff

Thomas P. Nicholson Executive Director Susan S. Chin Membership Support Manager Anuneha Mewawalla Communications Director Special Events Mary Elliott Special Events Director

For More Information Media may contact:

Thomas P. Nicholson +1 (212) 400-7959 x 101 +1 (212) 203-2803 (direct line) Others may contact: The Arthur W. Page Society 317 Madison Avenue Suite 2320 New York, NY 10017 +1 (212) 400-7959