Look East PR and published trust model shows that trust is based on three essential elements - influential others, competence and confidence. Influential others include family, friends and credentialed experts. Competence is the science and information that validates what you do. Confidence involves showing your customers and stakeholders that you share their values, and it's the most important factor of all. In fact, their research shows that shared values are 3 to 5 times more important in growing consumer trust than just providing information.