Businesses need to view success in a more holistic light, highlighting the importance of the bigger picture in order to attract new customers.

Among the key insights that came out of Edelman’s 2012 Trust Barometer was a plan for how businesses can earn the license to lead, not just operate. In today’s environment, a focus on operative factors alone is not enough to win over a skeptical public. Companies have to broaden their vision and their language, taking on societal issues and practicing radical transparency. Shareholders are only part of the puzzle – engagement with all stakeholders is needed, and an effective social business plan is needed to get there.

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