RUST MAY BE THE MOST IMPORTANT DY-namic between consumers and the companies they do business with—it affects decisions about where to shop, what to buy and even where to work. A PwC survey conducted in January and released on March 12 found that 90 percent of executives believe that customers highly trust their companies. But that same poll found that only 30 percent of customers feel that they highly trust companies—a 60-percentage-point “trust gap” that is 3 percentage points
