The Complexity of Trust: PwC’s Trust in US Business Survey

PwC surveyed more than 500 business leaders and 1,000 consumers and employees in the US in August 2021 and found that the three groups often agree in key areas, including the foundational elements of trust. But jarring disconnects exist too – i.e. what consumers say drives trust is very different from what business executives see as important and from what companies are actually doing.

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