As the world gets more unsettled, trust and familiarity become more important. It takes years to build, and yet one bad day on social media can obliterate it altogether.
Trust comes in many forms, from trusting the supply chain of your favourite food retailer, to trusting that your data will be safe online.
Uncertain times have led customers to rely on retailers they know and trust. More than ever before.
It is important for retailers to build relationships based on trust, both with their customers and their wider stakeholders, including suppliers, investors, regulators and the media, as well as their own employees.