The latest Thales Digital Trust Index 2025 reveals alarming trends about the declining trust of consumers worldwide in digital services, sparking concerns across industries. According to the extensive survey conducted by Censuswide, which involved 14,009 respondents from 14 countries, including Germany, the United States, and Japan, trust has eroded significantly except for minor gains within certain sectors like banking and government services.
This year, the index highlights some sobering statistics, with 19 percent of consumers globally—11 percent of those surveyed from Germany—indicating their personal data was compromised within the last year. Subsequently, this breach of trust has proven costly; 82 percent of respondents worldwide and 79 percent of Germans have abandoned at least one brand due to their concerns about data handling practices. These trends necessitate immediate attention from businesses aiming to restore consumer confidence.
Notably, the banking sector continues to hold the title of the most trusted industry, with 51 percent of people aged over 55 expressing faith and assurance, yet this drops dramatically to just 32 percent for Generation Z (ages 15-29). This stark disparity signals underlying trust issues among younger demographics, illuminating challenges banks must confront to engage this pivotal consumer segment effectively.
Interestingly, government institutions have reported the only increase in trust, now standing at 42 percent globally—an increase from 37 percent the previous year. This uptick suggests growing recognition of government efforts to secure personal data. Yet, the media sector continues to struggle for legitimacy, as only three percent of participants view media companies as trustworthy, with similar sentiments for social platforms, logistics companies, and automotive industries, all scoring below five percent.
The study reveals a complex relationship between consumers and their data—86 percent of surveyed individuals demand various levels of data protection rights. Simultaneously, 63 percent feel burdensome responsibility for ensuring their data safety, indicating consumers do not solely blame businesses for breaches, but also feel compelled to take action themselves.
More concerning is the fact one-third of consumers reported experiencing manipulations during their digital shopping experiences, primarily due to malicious bots. Such threats highlight the severity of current challenges faced by e-commerce platforms to maintain integrity and consumer trust amid rising doubts.
Keen to stem this tide, experts recommend modern security measures as potential antidotes to trust issues. Sebastien Cano, Senior Vice President for Cybersecurity Products at Thales, emphasizes, "The global trust in digital services is stagnation or decreasing—even within regulated sectors. The threat savvy consumers face continuously evolves. Businesses must consistently upgrade their security practices to retain customer trust."
Echoing this sentiment, John Tolbert, Director of Cybersecurity Research at KuppingerCole Analysts, states, "The decline of digital trust is measurable—but not inevitable. By deftly employing technologies like Customer Identity Access Management (CIAM), Fraud Reduction Intelligence Platforms (FRIP), and Artificial Intelligence, businesses can seek improving data privacy and the customer experience, which will, eventually, lead to enhanced trust and improved business outcomes."
The Thales Digital Trust Index highlights the growing urge among consumers to safeguard their personal data against misuse, which has become increasingly significant as digital services proliferate. To regain respectful relationships with their users, companies must not only acknowledge these anxieties but also go beyond mere compliance to build and maintain trust long-term. According to the findings, 64 percent of respondents indicated they would feel more secure with brands implementing advanced security measures such as passwordless authentication, biometrics, multi-factor authentication, and responsible use of artificial intelligence.
Emerging as people become more aware of the risks involved with data handling, it must be emphasized: trust is no longer just part of customer satisfaction but rather, as shown here, it is becoming the principal advantage for market competitiveness within the digital sphere. Companies need to leverage this index as not merely data but as insights propelling them toward effective, trusted practices for the future.
