New research by Thales reveals a widespread decline in consumer trust across digital services, with most sectors experiencing a decrease compared to the previous year. Only the insurance, banking, and government sectors maintained or slightly increased their trust levels. No sector achieved over 50% approval when consumers were asked who they trusted with their personal data.
The 2025 Digital Trust Index – Consumer Edition surveyed over 14,000 consumers across 14 countries and found that 19% of respondents had their personal data compromised in the past year, leading 82% to abandon brands due to data usage concerns.
Banking remained the most trusted sector but saw a demographic divide, with higher trust among over 55s (51%) and lower trust among Gen Z (32%). Government organisations were the only sector to see an increase in trust, up to 42% from 37% the previous year. News media organisations ranked the lowest at 3%, followed closely by social media, logistics, and automotive sectors at 4%.
An overwhelming number of consumers (86%) expect privacy and their data protection rights to be upheld. However, 63% feel that too much responsibility for data protection falls on consumers. In addition, a significant portion of consumers (37%) only share data to access services, while only 34% trust organisations to use their data responsibly.
In contrast, 64% of consumers would have increased confidence in brands that implement advanced security technologies like passwordless authentication, biometrics, multi-factor authentication, and responsible artificial intelligence (AI).
Meanwhile, a recent YouGov poll in the UK reveals the challenges for wearable technology developers. While consumers continue to express privacy concerns, they also want enhanced features, particularly health-related ones, but are reluctant to pay a premium.
The survey, involving over 2,000 UK adults, found that 48% are worried about companies using their wearable device data to gain excessive insight into their lifestyles. However, 25% indicated that increased data protection features would encourage them to upgrade their devices.
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