Just launched: Technology sector study

A decade-long, deep-dive into the FutureBrand Index has revealed how the Technology sector risks losing trust and explores how to transcend the 'trust gap' in tech.

As the world progresses further and further into the undiscovered territory of AI and consumer concerns over data privacy grow, technology brands must combat the 'hacked and tracked' narrative by making trust central to their purpose and experience. While many companies prioritise 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, the Tech sector now holds that position in only half, signalling a critical need for brands to proactively rebuild and strengthen trust to secure long-term success.

This newly-launched FutureBrand Index Sector Study outlines how tech brand have slipped from trust to scepticism, and how to build back trust and strengthen brand perceptions. The data shows a sector that seems to have lost its way, but it also highlights specific brand attributes to be leveraged as key drivers of trust in technology.

This trust-building model offers a clear and actionable blueprint for brands, by ensuring trust exists at the core and by making trust tangible through the experience. We have identified eight drivers that Tech brands harness to gain a competitive advantage. 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 reap the benefits of higher consumer loyalty as a result of people more willing to buy from, pay more for, and work for them. Trust isn’t an abstract concept, it is a strategic advantage that fuels growth.

Click here to learn from the top-performing brands across sectors, and explore how we have distilled eight trust-building attributes into the four key dimensions that every tech brand should prioritise.