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The Compass Trust Driver™

Your brand makes decisions based on a strong moral compass, prioritizing purpose over short-term profits.

What’s Important

Brand/Product/Values Alignment: A clear mission or purpose that informs all decisions—product design, messaging, and organizational strategy.

Scaling Impact Beyond Profit: Growth is pursued to maximize positive social and environmental outcomes, rather than just chasing market share.

Ecosystem Alignment: Full transparency about how the company’s operations affect its broader ecosystem—suppliers, communities, and the planet.

Values Expression: Publicly sharing guiding principles (through websites, social media, and reports) that showcase how decisions align with core values.

Compass KBI’s (Key Behavioral Indicators)

Internal KBIs:

  • Quantitative:
    • % of employee decisions clearly aligned with company values (from internal surveys)
    • Number of new initiatives aligned explicitly to organizational values
  • Qualitative:
    • Frequency and quality of internal communications reinforcing company values

External KBIs:

  • Quantitative:
    • Percentage of products/services directly tied to social/environmental outcomes
    • Customer feedback rating on value alignment (surveys, social listening)
  • Qualitative:
    • External perception alignment with company-stated values (market research insights)

Mapping The Equity Driver

B Corp Standards:

Developed by B Lab Global for businesses to become b corp certified.

  • FR2.1: Company adopts the B Corp legal requirement in its governing documents.

  • PSG1.1: Company establishes a public purpose to make a meaningful positive impact.

  • FR2.2: Signs Declaration of Interdependence (stewardship mindset).

SDG Standards:

Adopted by the United Nations to help the world push toward ending poverty, protect the planet and increase and prosperity.

SDG 4: Quality Education.

SDG 13: Climate Action.

SDG 17: Partnerships for the Goals.

Examples of the driver in action

Aligned Brands

Dr. Bronner’s, Tony’s Chocolonely, Seventh Generation, Eileen Fisher, Avocado Green Brands.

Dr. Bronner’s: “All-One!” mission evident in everything from product formulations to philanthropic giving

Tony’s Chocolonely: Founded to eliminate slavery in the chocolate supply chain; unwavering, mission-first approach.

Seventh Generation: Operates under “consider the impact on the next seven generations,” emphasizing transparency and purpose.

Eileen Fisher: Early leader in fair labor and environmental responsibility in fashion, mission-driven brand.

Avocado Green Brands: Entire range of organic, carbon-negative home products designed to reduce harmful impacts on the ecosystem.

How Does The Values Compass Manifest In Your Business, How Can We Help.

Trust System™

Executing a trust strategy is depending upon a clear understanding of your business and its ecosystem.

We help you create a flexible strategy where your leaders can respond creatively to shifts in the marketplace.

By aligning your products with improvisational messaging, we ensure your team is ready to convey your value proposition in unique and adaptable ways.

We assess your business ecosystem, focusing on relationships, stakeholders, and category context.

Brand Canon

This is where we make sure we’ve articulated who, what, why and how we are in ways that are clear. Why should we be trusted and when?

For this reason, stakeholder brands aren’t looking to run campaigns as much as feed and fuel strong lasting reciprocal relationships.

In order to connect your value to your values we have to consider both the business and the brand so that when we engage, we know who we are and why.

The better we know ourselves and how we want to articulate our company truths (especially those about our products and services) the easier it will be to gain trust and revenue.

Systems Implementation

Systems implementation isn’t just about software. At Consciously, it’s about empowering people, removing silos, and embedding values into your operational foundation.

We co-design streamlined workflows that reduce friction, elevate cross-functional collaboration, and reflect your organizational values in action.

We embed training, knowledge transfer, and adoption strategies into the implementation process—because no system works without people who are ready, willing, and supported to use it.

We implement enterprise systems (Salesforce, NetSuite, SAP, Workday, etc.) in ways that support stakeholder journeys, not just process automation. Every configuration centers usability, equity, and transparency.

Our Case Studies

Compass Trust Driver™

Your brand makes decisions based on a strong moral compass, prioritizing purpose over short-term profits.

Competency Trust Driver™

Your expertise and excellence set you apart.

Cultured Trust Driver™

You build trust from the inside out by fostering a strong, values-driven culture.

Degrowth Trust Driver™

You challenge traditional business models by prioritizing sustainability and regeneration.

Place Trust Driver™

You are deeply rooted in community and place-based impact.

Sustainability Trust Driver™

You integrate environmental responsibility into every decision.

Systems Trust Driver™

Your brand sees the bigger picture and works toward interconnected solutions.

Equity Trust Driver™

Your brand builds trust through justice, fairness, and inclusion.