Building trust through five gestures — and a spirit of gratitude

By Shelley Polansky, President/CEO, November 2025

November is a season of gratitude, and at BBB Serving Northern Colorado and Wyoming, we’re celebrating Thank a Business Month — a national BBB campaign that encourages everyone to recognize and appreciate the businesses that do things the right way. Locally, our I Choose BBB campaign echoes that same spirit, reminding our communities to support businesses they know and trust.

Customer experiences can make or break a business. Good experiences build loyalty, spark referrals, and strengthen reputations. Even when mistakes happen — and they do — customers are far more forgiving when they feel valued and respected. Just like any relationship, the bond between a business and its customers is built on trust and appreciation.

Unfortunately, trust can feel scarce these days. But businesses have the power to change that — one ethical action, one honest conversation, and one heartfelt “thank you” at a time. That’s why BBB developed the Five Gestures of Trust — five actions that consistently build confidence and connection between companies and their customers.

The Five gestures of trust

Honest

Honesty is the foundation of trust. Do what you say you’ll do, communicate clearly, and admit mistakes when they happen. Customers respect transparency and truth — even when the message is difficult.

Transparent

Be open about your processes and willing to share information that matters to customers. Acknowledging feedback and explaining how you’ll do better shows accountability and respect.

Proactive

Anticipate customer needs, respond quickly, and look for ways to improve daily. Going the extra mile — especially when no one’s watching — builds trust and loyalty.

Humble

Great businesses know their success depends on their customers, employees, and community. This month, take time to say thank you — in words and actions. Appreciation goes a long way toward building lasting relationships.

Equitable

Treat customers fairly and make decisions that honor the Golden Rule: do what you’d want done if you were in their shoes. Clarity and fairness demonstrate genuine respect.

Choose gratitude. Choose trust. Choose BBB.

By practicing these Five Gestures of Trust and leading with gratitude, your business can inspire confidence and connection that lasts well beyond the sale.

This November, thank your customers, celebrate your employees, and acknowledge the businesses you trust. Together, we can build a marketplace grounded in both ethics and appreciation — where everyone wins.