Mission BBB’s mission is to be the leader in advancing marketplace trust. We do this by: * Setting standards for marketplace trust * Encouraging and supporting best practices by engaging with and educating consumers and businesses * Celebrating marketplace role models * Calling out and addressing substandard marketplace behavior * Creating a community of trustworthy businesses and charities BBB sees trust as a function of two primary factors – integrity and performance. Integrity includes respect, ethics and intent. Performance speaks to a business’s track record of delivering results in accordance with BBB standards and/or addressing customer concerns in a timely, satisfactory manner