Tech 2025

How to Transcend the Trust Gap

As consumer concerns over data privacy grow, tech brands must combat the “hacked and tracked” narrative by making trust central to their purpose and experience. While many companies prioritize innovation and funding, failing to address trust poses an existential risk. Positioned at the heart of people’s trust landscape—above government and media but below family and friends—tech brands now rank lower in trust than businesses overall. Once the most trusted industry in 90% of countries, Tech now holds that position in only half, signalling a critical need for brands to proactively rebuild and strengthen trust to secure long-term success.

The key drivers of Trust in Tech

Our trust-building model offers a clear, actionable blueprint for brands, making trust tangible. Through extensive analysis of a decade of data from the FutureBrand Index, we have identified eight key drivers Tech brands use to gain a competitive edge. By taking a broad view beyond Tech, the model helps brands understand what it takes to build trust in today’s world. Companies that excel in these attributes see higher consumer loyalty, with people more willing to buy from, pay more for, and work for them. Trust isn’t abstract - it’s a strategic advantage that fuels growth.

The Four Levers for Building Trust

We’ve distilled eight trust-building attributes into four key dimensions that every tech brand should prioritize.