BBBs 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, intent, and working toward a diverse, inclusive, and equitable marketplace. 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.