Bridging the Trust Gap: Uncovering the Business of Trust

The Financial Times will be at VivaTech 2025, sharing a preview of our latest research report, in collaboration with the IPA, ‘Bridging the Trust Gap’. The report explores how trust has become a key competitive advantage in B2B decision-making. The session will examine: - How trust shapes decision-making and long-term customer relationships. - How businesses can turn trust into a measurable competitive advantage. - The evolving nature of trust in marketing, advertising, and B2B engagement.