BBB, Inc. announced the first step in a global reintroduction of the Better Business Bureau, a defining initiative to modernize the organization and reaffirm its role as the standard setter of trust between businesses and consumers in the 21st century. This marks a pivotal moment in BBB’s evolution as it expands partnerships and strengthens its foundation to meet the demands of a rapidly changing digital marketplace. 

As fraud accelerates and artificial intelligence reshapes how businesses operate, trust is under pressure. In 2025 alone, more than 3 million consumers turned to BBB Scam Tracker to report scams or verify suspicious offers, helping prevent an estimated $38 million in losses. But BBB is best defined by what we help build. Stronger businesses. More confident consumers. More resilient communities. 

With this reintroduction, BBB unveils a refined visual identity and a modern framework for defining trust, brought to life through partnerships that reflect a shared commitment to accountability, transparency, and stronger communities. This work is supported by a modernized digital experience that makes it easier for consumers and businesses to access information and engage with BBB in real time. 

“BBB was founded on a simple belief: the free market works best when businesses hold themselves accountable to the communities they serve,” said Global Chief Executive Officer of BBB, Inc. Rebekah E. Dopp in a press release. “This reintroduction carries that belief forward with clarity and conviction. Trust is not an abstract idea. It is built, demonstrated, and sustained through action. And it is built together.” 

The updated visual identity preserves the strength and recognition of the BBB mark while refining it for clarity, consistency, and performance across modern platforms. This is a deliberate evolution, honoring more than a century of credibility while ensuring the brand remains accessible, relevant and built to meet the expectations of a new generation. At its core is a simple truth: trust is built in communities over time. “Trust, Built Locally” is the operating principle behind how BBB shows up, connects, and delivers value every day. 

Reintroducing Trust to a New Generation 

Dopp described the reintroduction as both a moment of renewal and a reaffirmation of BBB’s founding purpose. “As commerce becomes more digital, more complex, and increasingly shaped by artificial intelligence, consumers and businesses need a trusted standard they can rely on. BBB is built to provide it,” Dopp said. The reintroduction will roll out throughout 2026 across BBB channels and marketplace touchpoints, bringing a unified brand, expanded partnerships, and a modernized digital experience to life. This is a sustained shift in how BBB shows up, operates, and delivers on its promise. Trust, Built Locally. 

About BBB of Eastern Carolinas

Better Business Bureau serving Eastern Carolinas is a 501(c)(6) not-for-profit corporation serving 48 counties in North and South Carolina. The organization is funded primarily by BBB Accredited Business fees from over 5,200 local businesses and professional firms. BBB promotes integrity, consumer confidence and business ethics through business self-regulation in the local marketplace. Services provided by BBB include reports on companies and charitable organizations, general monitoring of advertising in the marketplace, consumer/business education programs and dispute resolution services. All services are provided at no cost to the public, with the occasional exception of mediation and arbitration. Visit BBB.org.