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 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 2 primary factors - integrity and performance. Integrity includes respect, ethics, intent, and working towards 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.