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Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down Cleared No, consumers trust honest, transparent companies — that trend extends across your organization. Your marketing can't be misleading. Don't make promises in your sales copy that you can't or won't deliver on. Be sincere in your commitment to working for consumers' best interests, and prove it by keeping them in the loop and remaining as open and honest as possible