Starting with trust: The eight standards every business should know

By Shelley Polansky, President/CEO

As we approach the end of the year and prepare for a fresh start in the one ahead, it’s a natural time for businesses to reflect on their reputation, their customer relationships, and the principles that guide the way they operate. Trust continues to be one of the most valuable assets any organization can build—and it’s earned through consistent behavior, clarity, and integrity.

The Better Business Bureau was founded to promote ethical marketplaces where buyers and sellers work together with confidence. Over time, these efforts have evolved to meet the changing needs of consumers and businesses, but one constant remains: trust is essential for long-term success.

To help businesses foster that trust, the BBB established a clear set of expectations known as the Standards for Trust. These standards reflect both lawful business practices and the BBB’s extensive experience with ethical advertising, selling, and customer service. They also form the basis by which BBB independently assesses companies seeking BBB Accreditation.

While not every business will qualify for accreditation, those that do consistently meet these eight standards and earn the credibility to display the BBB Seal, signaling their commitment to honesty and ethics.

Trust itself relies on two qualities: integrity and performance. Each standard rests on a company’s ability to operate with transparency and good intent—and to demonstrate those values consistently over time.

Build trust

Trust takes time. By maintaining a strong, positive track record in the marketplace, companies show customers they can deliver results, honor commitments, and stand behind their work.

Advertise honestly

All advertising and sales practices should be truthful and clear. Claims must be substantiated, and messaging should avoid anything misleading—from pricing and savings statements to testimonials, guarantees, contests, and more.

Tell the truth

Honesty goes beyond advertising. Businesses should accurately represent their products or services and clearly disclose all material terms upfront. Every written or verbal representation should be straightforward and complete.

Be transparent

Customers shouldn’t have to search for information. Provide clear, accessible details on return and refund policies, recurring payments, stock shortages, shipping timelines, and the full cost of a purchase. Ensure customers can easily contact the business—and always provide a receipt.

Honor promises

Whether written or verbal, commitments matter. Businesses should uphold all agreements and deliver on the promises they make to their customers.

Be responsive

Every business encounters complaints—what matters is how those concerns are handled. Respond promptly, professionally, and in good faith to work toward resolution.

Safeguard privacy

Personal data is increasingly targeted by bad actors. Businesses should collect only what is necessary and protect all consumer information from unauthorized access or fraud. Sensitive health or financial data requires even stronger safeguards and clear policies for use, protection, and disposal. Always respect customer preferences for how their information is used.

Embody integrity

Doing the right thing is not always easy, but it sets ethical businesses apart. Acting with integrity in all interactions—internal or external—helps companies earn loyalty, credibility, and long-term support.

A guide for today—and for the year ahead

BBB’s Standards for Trust aren’t only for businesses seeking accreditation. Consumers can use them as a guide for informed purchasing decisions. Business leaders can use them as a framework for improving internal culture, strengthening customer relationships, and building credibility in a time when trust is increasingly fragile.

As we close out this year and look toward new opportunities in the next, it’s an ideal moment for businesses to recommit to the principles that build trust. Strong ethical practices not only enhance your reputation—they help create a marketplace where fairness, honesty, and transparency benefit everyone.

Local business leaders have the power to shape that marketplace. By embracing the Standards for Trust and modeling ethical behavior, you set the tone for your team, your customers, and your community. And there’s no better time to reaffirm that commitment than right now, as we head into a new year full of possibilities.