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Updated October 28, 2025 with new statistics and historically relevant information.
In our digital age, information spreads instantly and widely. Shocking scandals and exposés are more visible than ever, and they have taken a toll on public confidence. Distrust is high right now, and many Americans question the credibility of the institutions and organizations they interact with.
That is why trust signals like BBB Accreditation matter. When consumers see a business willing to meet standards of honesty, transparency, and accountability, it offers reassurance at a time when skepticism is the norm. Businesses that actively demonstrate their commitment to doing the right thing are better positioned to earn and keep customer confidence.
What you'll learn:
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Why building and maintaining customer trust is essential for long-term business success
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How trust impacts customer loyalty, reputation, and overall profitability
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How BBB Accreditation helps businesses stand out, foster confidence, and build stronger B2B and customer relationships
The 2025 Edelman Trust Barometer reported that business, government, media, and NGOs must work together to enable growth, trust, and prosperity. This data shows that when Americans are full of distrust, rebuilding trust and organizations and local communities is key.
Trust and transparency matter more now than ever before. In a market saturated with companies competing for customers, BBB Accreditation gives consumers confidence that they're dealing with an ethical and vetted business. The BBB Standards for Trust remain at the core of BBB and its partners, and today, they present an even greater opportunity for businesses to elevate their brand, build trust, and commit to excellence.
At the Better Business Bureau, we know how important it is for consumers, our Accredited Businesses, and even our non-Accredited Businesses to trust us. Whether we're working with them on customer reviews, customer complaints, or advertising and marketing, they trust that we always have their best interests at the top of mind.
How important is trust exactly? With over 36.2 million small businesses in the United States and over 1.29 million employer businesses in Canada, how can you make sure you stand out? The following six facts illustrate that building trust is the right thing to do and a savvy business move.
1. Your customers are your livelihood
You might have the best product or service in the world. However, without a customer base, you can't have a business for very long. Your customers are the reason you can run your business. If you can't earn and keep their trust, they won't come back. Building your customers' trust should be a core part of your business operations.
2. Customer churn is costly
It can cost up to five times more to acquire a new customer than to keep an existing customer. Additionally, increasing customer retention rates by just 5% can increase your profit by 25-95%.
We aren't saying that you shouldn't focus some energy on acquiring new customers — you absolutely should! But these efforts shouldn't be at the expense of your current client base. As the numbers show, it's cheaper to sell to your existing customers versus continually looking for new customers.
So, how do you reduce customer churn? Build trust with your clients. If your customers don't trust your integrity, the quality of your product, or your ability to do the right thing, it's doubtful they'll come back. After all, virtually every business has an easy-to-find competitor, and 99.9% of all U.S. businesses are small businesses. If you aren't keeping your customers happy, they'll find someone else who will.
3. A scorned customer can damage your reputation
Negative experiences can spread fast through reviews, social media, and word of mouth. For small businesses that rely on local traffic and repeat customers, even a few critical reviews can turn potential customers away.
From a BBB perspective, the key is how you handle concerns. Responding quickly and professionally to complaints, whether they come through BBB or other channels, shows accountability and commitment to customer satisfaction. That approach helps protect your reputation and can even turn frustrated customers into loyal ones.
4. You can't fool customers
If you consistently break the trust of your clientele, people will take notice. Even if you manage to avoid online scrutiny, your customers don't have to give you a free pass for repeated mistakes. A Salsify report found that 87% of customers will pay more for products from brands they trust.
Even if you have an excellent reputation, each customer will decide for themselves about your small business's trustworthiness. Ensure all of your employees understand that excellent customer service and consistent quality are necessary for every client and transaction.
5. Loyal customers will stand by you
Trust creates a real relationship between your customers and your business. When people believe in your integrity and feel confident in how you operate, they are more likely to stay loyal even when prices shift or competitors try to pull them away. They will share honest feedback that helps your business grow and rely on you when making purchasing decisions.
Trust also offers protection. Even the best businesses make mistakes, and customers are far more willing to give you the benefit of the doubt if you have shown transparency and accountability over time. In a moment when distrust in institutions is high, demonstrating honesty and a commitment to making things right can turn a challenging situation into an opportunity to strengthen credibility and long-term loyalty.
6. Your customers are your champions
A champion customer is so happy with your business; they promote it for you. They tell their friends and family about your business, buy gift cards to your store as presents for others, engage with your brand online, and more. For a small business, this is the best marketing strategy you could ever ask for — and it's free! When you have happy customers who trust you, they will be more than happy to spread the word about what you have to offer.
Moving forward: How BBB Accreditation can help you foster trust
Ultimately, how your customers feel about you is a reflection of how well you're running your business. If you can be transparent, collect and listen to feedback, implement improvements, and consistently provide a quality product or service, you'll gain the trust of your customers.
1. Businesses are consumers too, and they know BBB = Trust
As a B2B-focused commercial business, it’s crucial to recognize that businesses are also consumers. Just like individuals, they value trust and reliability when making purchasing decisions. By obtaining BBB Accreditation, you signal your fellow businesses that you uphold the highest standards of honesty and integrity.
2. Competitive advantage in contract bidding and partnerships
Building trust isn’t just about impressing potential clients; it’s also about fostering stronger relationships with stakeholders and partners. Potential partners are more likely to choose a partner they can trust. BBB Accreditation proves your commitment to reliability and ethical business practices, ultimately increasing your chances of winning contracts and expanding business partnership opportunities.
3. Aligning with the Sign of a Better Business
In a world of choices, standing out as a trustworthy business in the commercial industry is essential. The Sign of a Better Business, the BBB Seal, is universally recognized as the #1 sign of trust. Millions of people use BBB.org each year to identify reputable businesses. Aligning your brand with BBB Accreditation instills confidence in potential customers and solidifies your reputation as a reliable partner with other businesses.
4. Leveraging Accreditation in multiple ways
Along with displaying the Sign of a Better Business, the BBB seal, numerous exclusive ways to leverage accreditation to your advantage exist. From using digital marketing services, online trust monitors, and alternative dispute resolution* to attending Better Business webinars and events. Accreditation is a powerful differentiator that separates you and reassures your future B2B partners of your commitment to excellence.
As you navigate through the B2B landscape, remember that trust is the currency that fuels lasting relationships. By getting accredited, you’re investing in the trust and confidence of your business partners. Take the next step in solidifying your reputation as a trustworthy business in the marketplace.
The BBB Seal shows that BBB Accredited Businesses are transparent and trustworthy. Visit BBB.org/get-accredited to learn more about Accreditation and how it can help your business.
BBB of Southern Piedmont and Western N.C. and BBB of Greater Maryland contributed to this article.
*BBB benefits can vary depending on BBB location. Check with your local BBB to learn more about what your BBB has to offer.