An exclusive interview with Lynn Conner, CEO of the Better Business Bureau serving Northeast California.
In an era when trust can be bought with bots and online reviews are filtered through opaque algorithms, one organization continues to stand for something real: integrity. At the helm of the Better Business Bureau serving Northeast California is Lynn Conner, a CEO on a mission to modernize this iconic institution while upholding its foundational values.
In this exclusive interview with New Times Magazine Publisher Sergey Ivannikov, Lynn Conner shares how she has transformed the BBB from a static credentialing body into a dynamic, hands-on partner for both businesses and consumers. From launching educational initiatives and strengthening community outreach to embracing digital tools and tackling online fraud, she reveals how the BBB is bridging the gap between reputation and reality.
Whether you’re a business leader, startup founder, or informed consumer, her insights offer a powerful roadmap for restoring trust in today’s fast-paced, often uncertain marketplace—where ethics aren’t a luxury, but a necessity.
Let’s start with your story. What inspired your path into nonprofit leadership and eventually brought you to the Better Business Bureau?
I grew up hearing about the Better Business Bureau and the Standards of Trust that accredited businesses commit to. As a young professional, I saw BBB accreditation as a mark of ethics and integrity.
When I became a CEO in my thirties, I reached out to the BBB because I wanted my company to be recognized as ethical and trustworthy. Supporting the BBB’s mission aligned with my values. Thirty years later, my husband and I purchased a residential care facility, and one of our first actions was to pursue accreditation again. To me, it’s more than a seal—it’s a declaration of doing business with honesty and integrity.
“Accreditation with the BBB is a strong statement about a business owner’s choice to operate with honesty and integrity.”
The BBB is a legacy institution. How has its mission evolved under your leadership to meet the demands of today’s business environment?
When I took over, there was very little engagement with our accredited businesses. I believed the BBB should be a support system, not just a credentialing body.
We introduced a range of outreach and development programs—monthly Marketing Mornings, Coffee with the CEO sessions, networking events, booth sharing opportunities, and more. We now host two major annual events: our Women’s Conference in May and the Torch Awards for Ethics in November.
“We’ve transformed the BBB into a living, breathing partner in the business community—not just a seal on the wall.”
Trust is the BBB’s cornerstone. In an era of online reviews and instant feedback, how does the BBB maintain its relevance and authority?
We distinguish ourselves through a multi-layered commitment to trust:
- Vetted Accreditation
- Verified Reviews
- Dispute Resolution
- Education
- Digital Integration
- Partnerships with enforcement agencies
“While trust can be easily manipulated online, we stand firm on verified, ethical business practices.”
What are the biggest challenges local businesses face right now—and how is the BBB helping them navigate through those?
Three primary challenges come up consistently:
- Marketing and Growth
- Workforce and HR Management
- Cybersecurity and Fraud Prevention
We address these through practical resources, live events, expert sessions, and public tools like Scam Tracker.
“We don’t just respond to issues—we help prevent them through proactive education and real-world support.”
The BBB Accreditation is a powerful symbol. What does it take to earn it, and why should consumers care?
To become accredited, businesses must meet our 8 Standards for Trust—from advertising honestly to safeguarding customer data. And they must remain in compliance over time.
“Anyone can say they’re trustworthy. Accreditation proves they’ve earned it.”
Education seems to be a major focus for your team. What are some of BBB’s efforts in outreach and training?
We host a wide array of workshops, webinars, and community events. We also lead campaigns like Fraud Awareness Month and regularly collaborate with local chambers, libraries, and nonprofits.
“At its core, the BBB isn’t just about complaints—it’s about education, prevention, and empowerment.”
Sacramento is growing fast. How do you see the BBB’s role in supporting both established businesses and new entrepreneurs in this expanding market?
The BBB helps established businesses stay competitive and ethical, while giving startups a platform to build credibility and connect with trusted resources.
“We serve as a bridge—connecting consumers to companies, and companies to community.”
What advice would you give to business owners who want to build trust and credibility from the ground up?
Be transparent, deliver consistent service, build your online presence, and engage in your local community. Trust grows with time—and actions.
“Trust is built through consistency, not shortcuts.”
What’s one major misconception about the BBB that you’d like to clear up?
Many people think we’re a government agency or only resolve complaints. In truth, we’re a nonprofit dedicated to fostering trust, education, and ethical business practices.
“We’re not here to take sides—we’re here to raise standards.”
Looking ahead, what’s your vision for the Sacramento BBB over the next 5 to 10 years?
As California continues to grow and evolve, my vision for the BBB is for us to be the leader in fostering trust, innovation and ethical business practices in our community.
“Our future is about innovation grounded in integrity.”
