BBB studied trust in organizations and did a correlation analysis regarding Character, Culture, Customers, and Community.

In an organization, character is demonstrated by the extent to which a company's staff trusts its leadership.

Honesty, accountability, and leading by example were the top 3 attributes that had the highest correlation with the likelihood of reporting trust in leadership. 

If an organization has trust, its employees feel good about the future. We correlated the dimensions measured under culture in relation to the statement “I feel good about the future of our organization.” 

Delivering on promises, being an enjoyable place to work, and encouraging honesty with each other were the top three attributes that had the highest correlation with the likelihood of reporting trust about the future of the organization.

If customers trust the business, those customers will come back. If employees see leadership treating customers well, they are more likely to trust leadership. 

Communicating well with customers, meeting customers’ expectations, and respecting customers’ time were the top 3 attributes that had the highest correlation with the likelihood of reporting customer loyalty.

If an organization has trust, the community trusts the business. 

Being respected in the community, being transparent about community impact,  and clearly communicating community impact were the top three attributes that had the highest correlation with the likelihood of reporting community trust.