The better business bureau'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 business; celebrating marketplace roles; calling out and addressing substandard marketplace behavior; and creating a community of trustworthy businesses and charities.the better business bureau 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.