Because consumer trust is the basis of all brand values, companies that own the brands have an immense incentive to work to retain that trust.

ECONOMIST: Brands

Benefit Corporations were created for companies like Honest Tea, whose brand equity is tied to the trust built with loyal consumer-fans that Honest Tea is a company that cares about their health and the health of the environment.

FORBES: It's About Trust, Stupid: An Easy Win-Win for Honest Tea and Coke

They may call it something different, like restoring consumer confidence or rebuilding their brand, but ultimately it all comes down to trust.

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