Worcester Business Journal

72 Giving Guide 2026 Worcester Business Journal www.wbjournal.com Building a Marketplace of Trust F or more than a century, Better Business Bureau has been built on clarity, credibility, and trust. Local business leaders have come together through BBB to elevate ethical practices, strengthen consumer confi- dence, and help marketplaces thrive. Today, BBB provides standards, education, dispute resolution, mar- ketplace information, and credibility tools that support ethical growth and informed decisions. Across North America, BBB maintains in- formation on more than 6.3 million businesses, including more than 380,000 BBB Accredited Businesses. BBB.org receives more than 2.4 billion monthly data requests. Worcester Business Journal's Chris Juetten spoke with Lisa Swanson, President & CEO of Better Business Bureau of Cen- tral New England, about BBB's evolving role as a resource for consumers, businesses, nonprofits, and communities through- out the region. Chris Juetten: Many people know BBB for business ratings and complaint resolution. How would you describe BBB's broader role today? Lisa Swanson: BBB's mission is to advance mar- ketplace trust by helping consumers make informed decisions and ethical businesses build credibility and succeed. BBB is more than a place people visit when some- thing goes wrong. Consumers use BBB.org to research companies, read reviews, file complaints, and identify businesses committed to BBB's Standards for Trust. Businesses turn to us for education, resources, connec- tions, and visibility. Our role is to bring those groups together. Trust grows when consumers have reliable information and businesses communicate honestly, stand behind their work, and respond appropriately when concerns arise. CJ: Why is trust especially important to the local business community? LS: Trust is more than a reputation issue; it is a business advantage. Consumers have more choices than ever, but they are also navigating online reviews, digital advertising, social media, artificial intelligence, misleading claims, and scams. Businesses must demonstrate that they operate eth- ically, communicate clearly, and treat customers fairly. Consumers need dependable information to identify organizations that have earned their confidence. BBB Accreditation gives eligible businesses a way to demonstrate that commitment. Accreditation is not automatic or simply purchased. Businesses must apply, meet established standards, and remain accountable to them, strengthening the connection between responsi- ble businesses and consumers. CJ: How does BBB support businesses be- yond Accreditation? LS: I view BBB as a resource agency for the regional business community. We provide education, business resources, community events, scam information, marketing opportunities for Accredited Businesses, and connections to other organizations. We also encourage accurate BBB Business Profiles so consumers can access dependable information. We support organizations at every stage. A newer business may need guidance on customer communi- cation, ethical advertising, or reputation-building. An established Accredited Business may seek professional development, visibility, community relationships, or peer connections. Workforce development, succession planning, tech- nology, cybersecurity, human resources, and changing consumer expectations cross industries and company sizes. BBB can convene those conversations and connect leaders with practical information and one another. CJ: What role does consumer education play in creating a marketplace of trust? LS: Consumer education is essential because trust requires informed participation from everyone. rough the BBB Consumer Education Foundation, we provide free information and programming on scams, fraud prevention, financial safety, and ethical decision-making. BBB Accredited Businesses help make this work possible. Scams affect people of every age and background. Businesses also face impersonation schemes, fraudulent invoices, cybersecurity threats, and misleading solicita- tions. Helping people recognize warning signs protects consumers and supports legitimate businesses. CJ: Why is BBB's work with charities partic- ularly relevant to Giving Guide readers? LS: Business leaders are frequently asked to support charities through corporate giving, sponsorships, em- ployee campaigns, board service, and personal dona- tions. During the giving season, people can be inundat- ed with requests across digital and traditional channels. Generosity matters, but donors also want confidence that their support will be used responsibly. BBB Charity Accreditation evaluates charities against 20 Standards for Charity Accountability, including governance, financial management, fundraising, transparency, effec- tiveness reporting, and public information. e review helps donors make informed decisions while giving qualifying charities a respected way to demonstrate accountability. BBB provides this evalua- tion without charging charities a review fee. Our goal is not to tell people which causes to support, but to help them give with confidence. CJ: How does BBB help strengthen the region's future workforce and culture of ethical leadership? LS: Our scholarships allow us to invest in integrity while helping build the region's future workforce. e Barbara J. Sinnott Student of Integrity Scholar- ship recognizes high school seniors who demonstrate ethical leadership, citizenship, service, and character. Our trade and military-focused programs address additional needs, including tools, training, textbooks, and career preparation. ese programs let us speak with students about workplace ethics, scam awareness, responsible deci- sion-making, and careers with trustworthy business- es. ey connect educators, students, families, and employers while reinforcing that integrity matters in school, business, leadership, and everyday life. CJ: What is your vision for BBB of Central New England moving forward? LS: My vision is for BBB of Central New England to be visible, accessible, collaborative, and deeply engaged throughout our service area. We want consumers to think of BBB before making an important purchasing or giving decision—not only aer a problem arises. We want businesses to see us as a partner in building trust, strengthening their organi- zations, reaching consumers, and connecting with the community. As consumers increasingly rely on search engines, online platforms, and AI tools, accurate marketplace information matters more than ever. BBB helps ensure trustworthy business information remains visible wher- ever people make decisions. at means expanding digital education, responsible AI resources, regional programming, peer learning, and partnerships that help organizations adapt without losing sight of ethics and accountability. We invite business leaders throughout Central New England to use BBB as a resource, share their expertise, support consumer education, and contribute to a stron- ger marketplace. Together, we can strengthen trust, support ethical growth, and help our region thrive. n Lisa K. Swanson President and CEO BBB BOARD OF DIRECTORS Executive Committee: Casey Cormier (chair), Angel-Guard Products Michael Duffy (vice chair), Fletcher Tilton PC Jeffrey Locke (treasurer), Bay State Savings Bank Marie Mouradian (secretary), Window Designs Etc. By Marie Mouradian Lisa K Swanson (clerk), BBB Central New England Michele Kasabula, Law Office of Michele F. Kasabula, PLLC James Madigan, F.W. Madigan Company, Inc. Directors: Anthony Archambault, Cinch I.T. Stephan C. Chase, FSi Oil Services Brian Clark, Pioneer Moving Group Alfred H. Colonna, Jr., Cambridge Credit Counseling Corp. Maria Davila, Davila Partnership Group, LLC Jamie Falconi, Metrowest Mini Splits, Inc. Carmelita Johnson, The Knowledge Quest, LLC Carmen Lounis, ConeXmedia Services Kimberly Miller, Miller Fence Company Sonia Mahnot, Webster Five Brittany Prendiville, LocaliQ/USA Today Network Carolann Strickling, Organization Ink, Inc. Consumer Education Foundation Board Members: James Madigan (president) Frederick G. Hebert (treasurer) Karen Longo (clerk) Barry S. Rotman (director) Lisa Swanson (assistant clerk) Casey Cormier James Madigan

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