In an age when consumers and shareholders are increasingly demanding greater transparency and responsibility from businesses, building authentic trust in a brand is one of the essential ingredients to ensuring business leaders continue to grow their businesses in a socially and commercially responsible manner.

In this episode of The New P&L - Principles & Leadership in Business podcast series speaks to Dr John Blakey, former FTSE100 managing director,  entrepreneur, CEO coach and now founder and managing director of The Trusted Executive Foundation (www.trustedexecutive.com). We discuss with John why 'trust' and 'purpose' are business virtues whose time has truly come and the proven commercial benefits to brands of placing these virtues right at the heart of a business.