Trust takes years to build, but can be broken in an instance. The key ingredients to build trust in a company are a culture of transparency, fairness, and clarity of communication. 

It requires business leaders to be trustworthy and walk the talk, setting a strong tone from the top that cascades to every level of the company. 

When well-managed, even crisis can become an opportunity to build trust. To foster a culture of trust, every individual needs to have the ethics and integrity to do the right thing, particularly in challenging situations. 

The importance of having the conviction to do the right thing cannot be overemphasised. That is why ethics and integrity are at the heart of the accountancy profession.. 

- Lee Fook Chiew, Chief Executive Officer, Institute of Singapore Chartered Accountants (ISCA)