Lynn Conner on Leadership, Legacy & the Evolving Mission of the BBB
An Inside Look at How the Better Business Bureau is Shaping Trust in Today’s Marketplace
1. Lynn, what originally led you to the Better Business Bureau, and what inspired you to step into the role of CEO?
I was an accredited business owner for 25 years with two different companies, and I’ve always believed in the mission of the Better Business Bureau. I initially joined to support its purpose—creating a marketplace where buyers and sellers can trust one another—and also to publicly align my business philosophy with the BBB’s eight standards of trust.
After nearly 15 years as an accredited business, I wanted to give back and joined the local BBB Board of Directors. Three years later, I was appointed to the International BBB Board. Then in 2017, when our local CEO stepped down, the board approached me to step in. At first, I declined—I was still active in my original business, my husband and I had purchased a Residential Care Facility for the Elderly, and I was already serving on several boards. I couldn’t imagine how I’d find the time.
But I agreed to act as interim CEO while they conducted a search. Three months in, I realized how much I loved the work. I restructured my commitments and accepted the role permanently. Eight years later, I’m still incredibly grateful for the opportunity to serve.
2. You’ve guided the BBB through a transformative time. What have been some of the most defining moments in your leadership journey?
There have been many—both personally and professionally. Early on, one of my biggest challenges was earning the trust and respect of employees who had endured instability. Then came the COVID-19 pandemic, which shook businesses and households alike. Personally, I lost my husband during the height of that crisis, making it an especially painful chapter.
Despite it all, I’ve seen incredible growth—both in our organization and within myself. We’ve made real progress transforming the BBB from a distant authority into a supportive partner for both consumers and businesses. Watching that evolution take hold has been one of the most rewarding aspects of this role.
3. How has your personal background influenced the way you lead and serve today?
Coming into this role as a former accredited business owner and someone who ran a dementia care facility, my leadership philosophy is rooted in service. Caregiving taught me patience, empathy, and the importance of meeting people where they are.
I bring that mindset into every business conversation. Whether I’m speaking with a struggling entrepreneur or a thriving company, I always ask how things are going. That’s not just small talk—it’s an opening to see if there’s a way the BBB can help. I want businesses to know we’re invested in their success. And if things get tough, I want them to feel like they can call me directly.
4. How would you define the BBB’s mission in 2025, and how does it compare to years past?
The core mission—creating a marketplace where buyers and sellers can trust each other—has remained constant for over a century. Historically, the focus was on truth in advertising, and we still work extensively in that space.
But today, scams dominate the conversation. With the rise of AI, digital fraud, and online deception, consumers are more vulnerable than ever. While helping protect consumers is critical, supporting ethical businesses is equally important. We educate, advocate, and celebrate companies that choose to do the right thing. We’re here to support the entire marketplace—not just one side of it.
5. With platforms like Yelp and Google Reviews shaping perception, what unique value does the BBB bring today?
Yelp and Google have massive reach, but most consumers don’t realize those platforms often feature unverifiedreviews. At the BBB, we verify every review. We ensure that the reviewer actually interacted with the business and we screen for conflicts of interest or fake submissions.
While we can’t guarantee the truthfulness of every statement, our review process filters out misinformation. Consumers can be more confident that the reviews they read on BBB.org reflect real experiences. That makes us a more trusted resource—especially in an age where online opinions can be easily manipulated.
6. What are the biggest challenges the BBB faces in the digital age—and how are you addressing them?
Our first major challenge is perception. People assume that because we’ve been around for over 100 years, we’re outdated. But I would argue we’re more relevant than ever. The modern marketplace is flooded with fraud, fake companies, and deceptive practices. We work every day to identify trustworthy businesses, educate consumers, and help law enforcement hold bad actors accountable.
That said, conveying our relevance on a nonprofit budget with limited staff is a constant struggle.
Our second challenge is keeping up with digital innovation. We don’t have the resources of Google or Yelp, but we are constantly improving our website’s user experience, strengthening our SEO, and updating content to better serve both consumers and businesses. We may not lead the digital race, but we work hard to stay visible, trusted, and modern.
7. Can you share a moment where the BBB made a real difference?
One of my favorite stories comes from our Booth Sharing Program at a Home & Garden Show. A small contracting firm—new to events and unsure how to engage—shared our booth for just four hours. I introduced them to several attendees, helping them connect with potential clients.
Just a few hours after leaving the event, the contractor called me. One of the attendees I had referred to them had already scheduled a home visit and signed a $30,000 contract. That one interaction made a tangible difference for both the business and the homeowner—and moments like that remind me why this work matters.
8. What’s your vision for the BBB’s future, and how can business owners and consumers help support it?
My vision is simple: to build a marketplace where trust is the foundation of every transaction. I want the BBB to be the definitive authority on ethics, integrity, and accountability—for both businesses and consumers.
Consumers can support this vision by checking BBB.org before hiring a company and by choosing accredited businesses. Business owners can support it by becoming accredited, leveraging our tools, and working with us to increase the value we provide.
One meaningful way to get involved is through our annual Torch Awards for Ethics, coming up on November 6, 2025. This event honors businesses that exemplify integrity, leadership, and social responsibility. You can nominate a company, sponsor the event, attend, or simply help spread the word. The more we celebrate ethical practices, the more we inspire others to follow suit.
A trustworthy marketplace isn’t built overnight—but together, one business and one consumer at a time, we can build it.