What role does the Better Business Bureau serve?

The Better Business Bureau (BBB) plays a crucial role in maintaining trust between businesses and the public. Its primary mission is to foster a marketplace where buyers and sellers can trust each other. This is achieved through various means, including setting high standards for ethical business behavior, providing a platform for consumer complaints and reviews, and offering dispute resolution services to help resolve conflicts between consumers and businesses. By promoting transparency and accountability, the BBB helps consumers make informed decisions, thereby enhancing their trust in businesses.

The other options, while possibly related to business support in various contexts, do not accurately represent the primary focus of the BBB. It does not provide financial assistance or marketing services; rather, it ensures ethical practices and responsible business conduct. Additionally, regulating business licensing is outside the scope of the BBB’s mission, as this is typically handled by governmental agencies. Thus, the role of the BBB is fundamentally about establishing and maintaining trust in the business sector.