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The Impact Of Trust

B2C Company

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A B2C company launched a sustainability oriented publicity event that backfired when they failed to consult with environmental experts, breaking trust with their stakeholders. The resulting negative viral publicity caused its trust score to drop by eight percent in one quarter. Its Competitive Agility Index score for the year then declined 1.4 percent. Revenue declined by US$400 million, while EBITDA dropped US$200 million.

$400 M

in loss revenue

B2B Company

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A B2B company was named in money laundering allegations. Its trust score dropped nine percent in just one quarter. Revenue in the following year then dropped almost 34 percent or US$1 billion, with EBITDA diving almost 61 percent, or by US$700 million.

$1B

in loss revenue

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