Many B2B Brands See Themselves As Ethical — Do Their Customers?

A new survey from Forrester finds a gap between how favorably businesses view themselves and how their customers do

By Michael Bradford

B2B marketers see themselves as more ethical and honest than average, according to a recent Forrester survey. However, separate studies show that people have a different take, causing a trust gap within vertical sectors. To start to close the gap, B2B organizations need to conduct a comprehensive assessment of their brand and figure out where the weak spots lie.