Tagged With trust


Over the last few weeks, something has been bothering me. One of the recurring themes I'm hearing about, either directly or indirectly, has been around the intersection between technology and trust. While the issues around government access to encrypted communications have received plenty of airplay, the expanding use of machine learning, broad access to vast swathes of data and increased use of social media has made trust the voluble commodity in tech.


Choosing a VPN solution requires a leap of faith. Once you choose the application that best suits your needs in terms of performance, licensing and usability, you need to hand over something far more valuable than your money - trust. That's why the lawsuit against the creators of Hotspot Shield VPN is a big deal.


Whether you're selling a product, giving a speech, or just trying to make new friends, it can be hard to gain someone's trust when you're an utter stranger to them. Fast Company explains that, ultimately, it's about finding a balance between being human and being credible.


I've been a journalist for almost two decades, so I've had plenty of time to get used to the fact that the general public think journos are scum. A survey conducted by Reader's Digest suggests that taxi drivers, door-to-door salespeople and sex workers can join me on the less-respected professions list in Australia.


There's few surprises in the latest list of Australia's most-trusted brands: Apple, Google and IKEA rate highly, while Qantas, Kodak and Dymocks aren't doing so well. That's interesting news for marketers, but consumers should remember a more fundamental lesson: just because you think a brand is trustworthy doesn't mean you shouldn't examine and question what it does.


Researchers at UC Berkeley have discovered that being embarrassed -- or even just acting embarrassed -- convinces others that you're more trustworthy. In both videotapes and photographs, observers who witnessed a person act embarrassed possibly underwent an empathy response, "creating their own contexts" to put themselves in the other person's mindset, thus heightening acceptance of the subject.