Trend 4

Reliability and transparency are key to consumer trust

Trust is up, but can brands keep it?

One of the biggest threats to trust today is also one of the more challenging for businesses: data privacy. Only 15% of consumers “absolutely” trust brands with their data, leaving 85% with lingering doubts about whether their personal information is truly secure and handled responsibly.

Even more concerning is that 61% of consumers feel brands don’t have their best interest at heart when it comes to personal data. Turns out, consumer skepticism might be warranted: 90% of organizations admit they’ve faced compliance challenges. 

Businesses’ most common challenges? Fifty-three percent have experienced data protection and privacy issues and 51% have struggled with cybersecurity and threat mitigation. That doesn’t exactly inspire confidence.

While trust is on the rise, it’s anything but guaranteed. To maintain it, brands must go beyond the basics of security. They need to be transparent, accountable, and consistently prove that customer interests come first. After all, trust takes time to build, but only a moment to lose.

Consumers who highly trust the brands they support

45% of businesses list protecting customer data as a top challenge in 2025 — up from 39% last year.

Balancing convenience and consumer caution

While consumers have concerns, they do see the value in sharing their data — especially when it enhances personalization. But they don’t view all data the same. While sharing certain details with brands feels low-risk to customers, others spark hesitation and caution.

So, what falls into each category? Global consumers are generally comfortable sharing basic information like gender (92%), age (87%), and communication preferences (83%). But when it comes to more personal data, such as location, social media activity, and income level, they’re more guarded.

Consumers who say personalized engagement is of ‘critical’ or ‘high’ importance

Types of personal information consumers are least likely to share with businesses:

1. Income level 
2. Social media activity
3. Location
4. Job title/occupation
5. Relationship status 

Interestingly, Gen Z leads the charge in privacy concerns — only 46% are comfortable sharing their location and just 53% their relationship status, compared to 66% and 62% of boomers, respectively. 

Geographical differences emerge too. While 69% of U.S. and 67% of EMEA consumers are willing to share their payment preferences with brands, this percentage grows to 77% in APAC and 82% in LATAM. LATAM customers are also more willing to share their relationship status and social media activity than their global counterparts. 

It seems sharing sensitive information raises consumer concerns about misuse, such as identity theft or third-party sharing. That said, customers may make exceptions for and be more open with businesses that prove personalization and privacy can coexist. 

Redefining trust: What actually matters most to consumers today

The factors shaping consumer trust are shifting.

Last year, data protection was the top driver, with 62% of consumers citing it as the best way brands can build their trust. This year, that number dropped to 54%, pushing it to third place.

Now, responsive customer service (55%) and easy returns and refunds (55%) have taken the lead — signaling a major shift in what drives trust today.

The takeaway? Trust isn’t just about security anymore — it’s about reliability. While data privacy still matters, today’s consumers equally value low friction and dependable experiences. Brands that focus solely on security may risk missing the bigger picture, that trust is built through consistency, responsiveness, and making life easier for customers.

Key strategies consumers say actually build their trust

5 ways to earn and maintain customer trust in 2025

There’s no secret to earning consumer trust.

It’s built deliberately over time through transparency, consistency, and accountability. Customers are more skeptical than ever, and trust isn’t something you can buy — it’s something you have to earn intentionally over time.

Start with these five principles to build real, lasting credibility:

  • Be upfront about how you use data

    Clearly communicate how you collect, store, and use customer data, especially when it comes to AI-driven personalization.

  • Prioritize service

    Fast, helpful customer service fosters trust and keeps customers coming back.

  • Stay consistent

    Ensure a consistent brand experience across all channels, so customers know what to expect when interacting with you.

  • Turn words into actions

    Trust isn’t built through marketing, it’s earned through reliability. Talk is cheap, but consistent, dependable service proves your brand keeps its promises.

  • Use branded communications

    Branded communications help customers recognize and trust that they’re interacting with your business, not a scammer or spoofed account.

Explore the data

Consumers on whether or not they trust brands with their data

Businesses’ most pressing customer engagement challenges in 2025

Key strategies consumers say actually build their trust

Consumers: Do brands prioritize your best interests when using your data?

Brand spotlight

Lime kicks fraud to the curb with Twilio Verify

As Lime expanded its global reach, fraudsters began targeting its SMS-based two-factor authentication (2FA) process to artificially inflate traffic, leading to SMS pumping fraud. To address this issue — and enhance the overall rider experience — Lime turned to Twilio Verify’s Fraud Guard feature to combat fraud effectively, without compromising user experience or security.

$100K

annualized savings

4 weeks

timeframe to implement Twilio Verify

Read the full story

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