The Trust Economy
In a B2B world driven by logic and numbers, trust is still the ultimate currency.
According to Andrew Mildren, managing director of Edelman Business Marketing EMEA,
“Multi-million business deals don’t happen without the confidence, the relationships and the reputation of businesses,”Trust, storytelling, boldness, and belief are key to turning it into commercial advantage.
Speakers from Edelman, Oliver Wyman, and Microsoft discussed this topic at B2B World Fest 2025.
Author's summary: Trust drives B2B commercial advantage.