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1、 2024 Boston Consulting Group1The value of trust in business cannot be overstated.Companies with high levels of trust tend todemonstrate materially higher levels of total shareholder returnas BCGs Trust Index,whichmeasures ongoing stakeholder confidence in businesses,has found.Yet it is harder than

2、ever for companies to sustain trust.In recent years,many businesses have seentheir stakeholderscustomers,employees,investors,supply chain members,regulators,andneighborslose confidence in them.Our analysis reveals that almost 30%of large companies haveFrom Crisis to Comeback:TheLong Road to Rebuildi

3、ngCorporate TrustNOVEMBER 21,2024 By Marcos Aguiar,Oliver Schilke,Russell Dubner,Amanda Barros,and JeffKiderman 2024 Boston Consulting Group2experienced a major crisis or scandal in which peoples trust in them abruptly dropped.In nearly allthese cases,recovery has been slow and difficult.A breach of

4、 trust can be corrosive to a companys revenues,its culture,and its future success.Manybusinesses never regain their former standing unless corrective and sustained actions are taken.How,then,can business leaders avoid the deterioration of trust in their companies?And if trust doesdecline,is there a

5、systematic path for actively regaining or repairing it?Easy to Lose,Hard to RegainIn our previous report,we introduced the Trust Index,which applied natural language processingand AI to analyze and quantify stakeholder perceptions of a companys reputation.Our new studylooks at how 177 of the worlds

6、largest publicly traded companies dealt with the ebbs and flows oftrust in their businesses over a three-year period from the fourth quarter of 2019 to the third quarterof 2022.During that time,about half the companies experienced extreme shis in trustworthiness:dramaticlosses or gains in the way st