There are 5 gestures of trust.
We spent two years (from 2015-2017) with the Better Business Bureau exploring what today’s consumers feel is a “better business.” First, we sat down with, listened to, and observed a diverse group of 18 consumers in their homes or workplaces in four U.S. cities — Charlottesville (VA), NYC, Atlanta, and Seattle — and had them describe, in-depth, their experiences with companies in daily life, positive or negative. We then later explored the concepts that emerged from these conversations with consumers and businesses across the United States and Canada via survey
