Trust Issues: How Brands Can Win Back Consumers Worried About Their Data

They say “Trust, But Verify.”

And if the verifying results of Ping Identity’s survey are any indication, most consumers do not trust those entrusted with their identity data, with only 17% saying they fully trust such organizations.

(Source: Ping Identity)

“Global brands in particular took a hit in the survey, with 20% of respondents reporting they trust regional or local brands compared to only 14% who trust global enterprises,” says Darryl Jones, VP of Consumer Segment Strategy for Ping Identity in the recent Bridging The Trust Gap In The Age Of AI report. “AI isn’t only translating into consumers’ security concerns and global brand trust. Respondents say AI has infiltrated nearly every area of life, exacerbating their fears and heightening anxiety over what this technology can do.”

Those concerns, when it came to identity security, included invasion of privacy by AI programs (27%), AI-generated phishing (27%), and AI impersonations of themselves or brands/people they’re engaging with (26%), all amounting to an overall 75% who are more concerned about their personal information today than they were five years ago.

“But there’s hope yet,” the report says. “While 17% seems like a disheartening number for those with complete trust in global brands’ ability to protect their data, the 61% who reported at least some trust indicate the potential for a path forward.”

The report recommends a number of brand-actions for a “path to rebuilding trust:”

• “Add stronger (and more seamless) authentication methods”
• “Quickly capture new customers’ trust” with secure login methods
• “Share how your organization uses and secures consumers’ data”
• Monitor vendors to “mitigate third-party risk … [and] ensure protection from all angles.”

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