Indianapolis, IN — March 31, 2026 — Better Business Bureau® Serving Central Indiana (BBB) and the Indiana Center for Business Ethics (ICBE) have announced a new strategic partnership aimed at strengthening trust, ethical business practices, and long-term marketplace integrity across the state.
The collaboration brings together two complementary missions: BBB’s day-to-day work connecting consumers with trustworthy businesses, and ICBE’s research and education model focused on advancing ethical leadership and organizational culture through practical, real-world application.
ICBE, founded by Frank D. Walker, Chairman Emeritus of Walker Information, builds on a legacy of commitment to ethical business practices—including a longstanding relationship with the Better Business Bureau spanning more than 70 years—while focusing on the future of Indiana organizations. ICBE works to equip Indiana organizations with research, tools, and partnerships to build cultures of trust, accountability, and long-term performance.
Together, the organizations will work to elevate awareness, provide education, and equip Indiana businesses with practical tools and workshops to build trust as a measurable business asset.
Recent research from ICBE underscores the importance of this work. ICBE’s inaugural statewide study of 1,000 Indiana employees found that organizations with strong ethical cultures see higher employee retention, stronger consumer trust, and improved long-term performance.
Additional findings highlight both opportunity and urgency:
- 58% of employees rate their company’s ethics as very good or excellent, while 18% report fair or poor ethical culture
- 74% of employees say they plan to stay with their employer, reinforcing the link between ethics and retention
- A measurable perception gap exists between leadership and employees, signaling the need for more intentional communication and culture-building
“These findings reinforce what we see every day,” said Cathy Armour, President & CEO of BBB Serving Central Indiana. “Trust is not just a value—it is a competitive advantage. Through this partnership, we are bringing together research and real-world applications to help businesses build trust intentionally, communicate it clearly, and deliver on it consistently.”
ICBE is led by President and Founding Board Chair Melissa S. Barnes, a seasoned nonprofit and corporate board leader who previously served as Chief Ethics and Compliance Officer and Senior Vice President of Enterprise Risk Management at Eli Lilly and Company (also a BBB Accredited Business), as well as a long-standing board member of Algonquin Power and Utilities Corporation.
“For any enterprise, success ultimately depends on building trust—with employees, customers, and the broader community,” said Barnes. “By helping Indiana businesses translate ethical principles into everyday practices, we are strengthening reputations and contributing to a more trustworthy marketplace across our state.”
Walker, whose decades of work in customer insight and ethics research helped shape the foundation of ICBE, has long emphasized that ethical behavior is both principled and practical.
“Being ethical is not only the right thing to do—it is the smart thing to do,” Walker said.
Through this partnership, BBB and ICBE will:
- Share research and insights that connect ethics to business performance
- Provide joint educational opportunities, workshops, and resources for BBB members and audiences
- Help businesses translate ethical principles into measurable, everyday practices
- Strengthen alignment between internal culture and external reputation
The partnership reflects a shared belief that ethical behavior is not only the right approach—it is a strategic driver of growth, employee engagement, and consumer confidence.
As Indiana continues to position itself as a state where “business is done the right way,” this collaboration aims to help organizations of all sizes build stronger cultures, strengthen leadership practices, and compete more effectively in a trust-driven marketplace—ultimately supporting communities across Indiana.