At a time when corporate leaders are increasingly expected to act as moral arbiters, the professional services giant PwC has spotted a business opportunity: teaching executives how to be more trustworthy. On Tuesday, it will unveil a plan to focus the firm, which offers an array of accounting and consulting services, around the concept of trust. It’s an offering aimed directly at corporate America’s need to account for more than just profits and shareholders. Executives are now regularly under pressure to speak out on issues such as racial justice and the environment. And businesses are in the unusual position of being the most trusted institutions in society, more than governments, nonprofits and the media, according to the latest edition of a long-running survey by the public relations firm Edelman.

Source: International New York Times June 15, 2021 09:00 UTC