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IHG Trends Report

The 2015 Trends Report, 'Building Trust Capital: The new business imperative in the Kinship Economy', identifies the growing importance for companies to build both brand and organisational trust. Many companies focus on the 3Cs of organisational wealth: Financial Capital, Intellectual Capital and Human Capital. Today, corporations must add a fourth ‘C’: generating, gathering and growing Trust Capital. The report demonstrates how organisations can build Trust Capital, by unveiling a blueprint that organisations can follow to build trust with different demographics and across different geographies.

The 4Cs

IHG 2014 Trends Report: Creating ‘Moments of Trust’

IHG 2013 Trends Report: ‘The New Kinship Economy’

Last updated 20 January 2015

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