By Jasmine Whitbread, chief executive officer of Save the Children
This years findings on the low levels of trust in government, with business faring a little better, provoked a serious debate, moderated by the FT’s Gillian Tett. Richard Edelman highlighted the risks and opportunities for business, including partnering with better-trusted NGOs. But unless companies and CEOs put purpose and responsibility at the core of their business instead of seeing this as an add-on, it will backfire on the trust front. NGOs won’t want partners who undermine trust. Being honest about challenges such as supply chain standards, or social impact of products, and transparently taking steps to fix them is the only option that will be trusted.
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