Trust, Respect, and Humanity Are Secrets of business

Trust, Respect, and Humanity Are Secrets of business

The dynamics of stakeholder relations continue to play a critical role in the success of businesses in the ever-evolving corporate sector. Trust, respect,

The dynamics of stakeholder relations continue to play a critical role in the success of businesses in the ever-evolving corporate sector. Trust, respect, and acknowledging our shared humanity are the three indispensable pillars at the heart of these relationships. When companies embrace these principles, they foster meaningful, sustainable relationships that transcend transactional engagements. But what do these concepts mean in a business context, and how do they impact the corporate world?

In the corporate world, trust is the foundation of stakeholder relations. It is the confidence stakeholders have in a company’s ability to act with integrity, deliver on promises, and prioritise ethical practices. Trust is built through consistent actions, transparent communication, and accountability. Respect in business is about valuing stakeholders’ perspectives, contributions, and needs. It involves active listening, addressing concerns, and treating all parties with dignity, irrespective of their position or background. The acknowledgement of common humanity recognises that businesses do not operate in isolation from society. It’s about understanding that stakeholders—customers, employees, or community members—are human beings with shared hopes, challenges, and aspirations. It emphasises empathy, inclusion, and genuine care in business practices.

Businesses that prioritise humanity foster deeper connections with stakeholders. For example, Patagonia’s commitment to environmental sustainability resonates with its stakeholders, building loyalty and advocacy. Acknowledging humanity can position companies as ethical leaders in their industries. Unilever’s “Sustainable Living Plan” has driven profitability and earned the company respect for its socially conscious initiatives. Employees who feel valued as people, not just workers, are more motivated and productive. Companies like Salesforce, emphasising equality and well-being, illustrate this benefit. Businesses that exhibit empathy and care during challenging times build goodwill. During the COVID-19 pandemic, Marriott International’s decision to prioritise furloughed employees’ access to health benefits demonstrated a commitment to shared humanity.

However, there are challenges to prioritising humanity in business. In highly competitive environments, some stakeholders may misinterpret empathy and care as a lack of assertiveness or focus on profit. Practices prioritising humankind—such as comprehensive employee benefits or community engagement programs—can be costly, impacting short-term profitability. Companies that openly prioritise humanity may encounter stakeholders attempting to exploit their goodwill, such as suppliers pushing for lenient terms or customers taking undue advantage of policies.

Some companies exemplify how these principles can be integrated into business practices. Starbucks’ commitment to ethical sourcing, employee benefits, and community engagement exemplifies trust, respect, and humanity. Starbucks’ “College Achievement Plan”, offering free tuition to employees, highlights its acknowledgement of stakeholders as individuals with dreams and ambitions. Ben & Jerry’s, known for its advocacy on social justice issues, integrates humanity into its operations. Its campaigns on racial equity and climate change reflect a deep respect for the interconnectedness of humankind. Under CEO Satya Nadella, Microsoft has transformed into a company that values empathy and inclusion. By fostering a culture of learning and respect, the company has rebuilt trust with employees and customers alike.

Incorporating trust, respect, and acknowledgement of common humanity into stakeholder relations is not merely a moral imperative but a strategic advantage. While challenges exist, the benefits far outweigh the drawbacks. Companies that embrace these principles create a ripple effect of positivity within their organisations and across the communities they touch. In a world increasingly defined by division, businesses have the power to unite, inspire, and lead with humanity at the forefront. The question is, will they choose to?


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Thabang Chiloane

I have over 28 years experience in Corporate Communication, Stakeholder Relations, Journalism, Editing, writing and State Protocol Training.

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About Me

I have over 28 years experience in Corporate Communication, Stakeholder Relations, Journalism, Editing, writing and State Protocol Training. 

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