ABSTRACT

The global financial crisis caused trust in business to collapse. But citizens also told pollsters that they trusted their neighbours less. A high-trust environment is crucial for economic progress as well as wellbeing.

Business can enhance and erode social capital – the invisible bonds that bind communities together. Brands need to deliver safe, accessible and consistently great products that can be relied upon.

Corruption has a corrosive effect on wellbeing. Ethical business behaviours need to be effectively enforced. When things don’t go to plan, being open and honest about failings builds trust in companies.

Philanthropy can also boost wellbeing. Corporate community investment should be targeted where it can make the biggest difference to life satisfaction – creating happier employees, more satisfied beneficiaries, and stronger charities and communities.