Yoshuva Balraja

For the fourth year in a row, the business has been named the most trusted institution in America. And a recent PwC survey yielded similar results, with 63% of consumers saying they have trust in U.S. companies. But trust is fragile and businesses must manage it as carefully as they do their balance sheets, writes Tim Ryan, U.S. chair of PwC and founder of the Trust Leadership Institute. He details where consumers and business leaders agree on which actions drive trust and offers three takeaways for the business community: 1) It’s time for business to galvanize around trust and transparency; 2) To build trust, leaders must communicate the why behind their decisions; and 3) Leaders need to act with integrity, courage, and vulnerability.