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  "documentTitle": "The Decade to Deliver a Call to Business Action",
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      "text": "More than three-fourths (76%) of CEOs say citizen trust will be critical to their businesses, and almost half say it is fueling their enhanced sustainability efforts.",
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      "text": "FIGURE 5: 76% OF CEOS SAY TRUST WILL BE CRITICAL TO COMPETITIVENESS IN THE NEXT FIVE YEARS",
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      "text": "We get a license from society to operate. There are plenty of ways that society can be punishing. We can't take that for granted — we have to continually earn the public's trust.",
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      "text": "I believe businesses that are only targeting profits, will die. Only those targeting all stakeholders will remain profitable in the future.",
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      "text": "The time will come when there will be a threshold question that consumers will ask which is 'can I trust this brand?', and if the answer is 'no' they won't buy anything. It will become a binary question.",
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      "text": "The millennials and the younger generation are adamant; they are true believers in Sustainability.",
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      "text": "Our consumers want to engage with brands they trust. In some cases, in order to honor that trust, you need to be willing to raise the bar or take a stand, regardless of what the market is saying.",
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      "text": "\"We get a license from society to operate. There are plenty of ways that society can be punishing. We can't take that for granted — we have to continually earn the public's trust.\" — Douglas M. Baker Jr., Chairman and CEO, Ecolab, Inc.",
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