Fostering Trust for Growth: Lessons from Vanessa Eaton

In this latest episode of the CanadianSME Small Business Podcast, we were joined by Vanessa Eaton, President of Proof Strategies Canada. Vanessa, a renowned figure in the communications industry, brings over two decades of experience and has played a critical role in developing the CanTrust Index, a key initiative by Proof Strategies to gauge trust levels across Canada. Under her leadership, Proof Strategies has been lauded for its innovative approaches to enhancing client experiences and promoting sustainability and diversity within the tech sector. Vanessa shares invaluable insights on the latest findings from the 2024 CanTrust Index, the importance of trust in today’s business environment, leadership’s role in fostering a culture of trust, practical strategies for small businesses to build trust, and her predictions on the future of trust in business.

Key Highlight Points

Vanessa discusses pivotal findings from the latest CanTrust Index and their implications for small businesses, emphasizing how leaders can use these insights to foster trust.

  • The rationale behind Proof Strategies’ commitment to annually conducting the CanTrust Index, and its evolving focus on trust.
  • Strategies that leaders, particularly in small businesses, can implement to cultivate a culture of trust within their organizations.
  • Vanessa provides practical tools for enhancing organizational trust and addresses common challenges in implementing trust strategies.
  • Perspectives on how the dynamics of trust may evolve and advice for businesses to adapt to future shifts in trust landscapes.

Listen On

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Reflecting on the profound insights shared by Vanessa Eaton, it’s evident that trust is not merely an operational prerequisite but a strategic asset that can define a business’s trajectory. Vanessa’s expertise and the findings from the CanTrust Index illuminate the pathways through which businesses can align their practices with trust-building to navigate the complexities of today’s market landscapes successfully. As we move forward, let Vanessa’s guidance inspire us to embed trust at the core of our leadership and business strategies, recognizing its pivotal role in achieving long-term success and resilience.

We also want to extend our gratitude to our partners, Exclusive Banking partner RBC, Exclusive shipping partner UPS, exclusive accounting software partner Xero, and exclusive E-mail partner Constant Contact, for their unwavering support of the CanadianSME Small Business Podcast.

Don’t forget to subscribe to CanadianSME Small Business Magazine at for a wealth of insights and inspiration. Until next time, we encourage you to embrace the journey of building and sustaining trust within your businesses and communities, guided by integrity and transparency, as these are the cornerstones of lasting success and impact.