BBB's Mission is to be the leader in advancing marketplace trust. We do this by, setting the 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, and 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 consumer concerns in a timely, satisfactory manner.